Apple benefits enormously from the public perception of "the Apple brand", and that translates directly into massive profits for Apple's bottom line. If the public became more Apple skeptical it would put a dent in their business to the tune of billions. Look at Microsoft and the difficulties they are still having due to being saddled as an uncool company.

Edit: People are still proud to show their support for Apple. How would that change if people changed their perception of Apple? Apple is one of the largest and most profitable companies in the history of Earth. And they are guilty of no small number of abuses and crimes, against their workers, against their competitors, against their users. How would Apple's business fare if people began perceiving Apple in the same way they perceived Exxon?