Apple partisans act as if the money is coming from Apple's petty-cash drawer. My point is somewhat similar to your: in that they would do anything not to pay the half a million dollars.

Comparing to the numbers in their last FY (Oct '15), the settlement is 0.94% of their annual profit. I too wouldn't be "hurt" by a 1% fine of my net annual income, but I'd rather put it to better use.