I dont know who is dealing with this on Apples side...but its a mistake to think brands, executives, employees and even PR agencies dont get emotional and react from a bruised ego.
I bet the PR costs exceed the actual damage in this case. If they were really afraid of damage, they wouldnt come out swinging, they would simply apologize for banning the account and the public would forgive them instantly.
Both sides are acting against their own interests IMO.
From the call, it appears that Apple only wanted a clarification in that direction, i. e. "I should not have given my drunk little brother the car keys".
They're not reacting from a "bruised ego", since a professional PR team doesn't get emotional in that sense.
They feel that the initial accusations have created actual damage for Apple's image, and they want him to stop the pitchfork-wielding mob.