You misunderstand the notion. Happens often because I think "
speech" in this case is a misnomer, as it makes people believe that it's about having a monologue or a dialog. That's not the case. This freedom is about expression in all its forms. Which for example includes art, which is the act of creating artifacts to be primarily appreciated for their beauty or emotional power. Art is not necessarily about the author wanting to speak.
Going back to software, the freedom of expression is important, because software, functioning like an extension of us, of our intellect, probably more than any other human occupation except for art, happens to be very opinionated, to expose values and to incite both hope and despair for our future. It's not without reason that software development gets compared with making art.
It's not a wonder that Apple is taking a stand now. Any company worth its salt has values declared long ago and breaking those values is betraying your customers, not to mention that it can also hurt your bottom line. And the people at such companies are more than just cogs in the machine. Many of them work for their paychecks, sure, but many also have gotten in this industry to make a difference and now they risk being coerced in doing something they probably don't believe in.
Take Apple. They promised security and privacy to their customers and I'm sure many people at Apple worked hard to deliver that. How would you feel if you considered this to be your life's work, only to be forced later to aid in doing the exact opposite? Now that's an issue of freedom of expression ;-)