It's okay because this is the kind of behaviour we have come to expect from large, for-profit corporations. It's how they're expected to behave, it's textbook behaviour. If you're outraged that a company would do this, you've simply not been paying attention to the business world for decades.
Whether it's morally okay or not is a different question. Companies are amoral. They can't be expected to act on conscience because they have none. If you want them to act on morals, you need to codify these morals in regulations -- or you need to make sure your moral outrage is big enough to directly create a disincentive for that kind of behaviour (e.g. be in a position of power where that outrage directly translates to a significant change of their bottom line).
I'm not saying this is how it should be. I'm saying this is how it is. And that is nothing new.
The problem isn't that Apple all of a sudden misbehaves. The problem is that apparently a lot of people have a really flawed mental model of what kind of behaviour they should expect from a company like Apple and make bad decisions because of that.
Companies are constantly in imbalance but heading towards what consumers want. If you were to engineer "perfect" actors, Soviet style, you'd get perfect balance in the initial second and nightmare scenarios in the long term.