Big dumb companies usually think they know best. They're often wrong. And sometimes they're wrong to their own detriment.
Silly, petty, punitive activity like Apple is apparently doing often eventually ends up biting them down the road, especially in today's world of "social media" (read: gossip, rumor, and puffing on the interwebs). Right or wrong, word travels fast, much faster than any lumbering corporation could ever hope to control, or spin.