Apple and the pharma companies were in a different situation. They weren't profiteering from an emergency, they were making out doing business-as-usual.
That's an important difference. If you see someone doing that, the correct remedy is to start up your own business and compete with them, offering what they offer but at a very-slightly more reasonable price, and thus the assumption is that the price will come down until it's "fair".
Emergencies break this system, because it takes time to happen. But when Apple has been (as many say) gouging their customers for years, and still competition hasn't stopped them from doing it, the rational explanation is that they are offering some sort of value to their customers that others can't replicate at a lower price. Quite possibly their competitors can't even understand what that value is.