I just ran across this talk where Jobs basically makes that claim:
https://m.youtube.com/watch?v=0lvMgMrNDlg
He says it was also because he liked apples, and it was ahead of Atari in the phone book.
Re:Email from Jeff Bezos to employees
by 908B64B197 on Wednesday February 03, 2021 @09:57AM
(#26014118)
It's also in front of Atari in the phonebook.
Which is good enough and no reason to hold up the whole process for a decent name.