I hope the Apache Foundation speaks out against this horrible potential for confusion. Could this possibly be turning into a case of trademark dilution (of the "Apache" trademark)?
They have a trademark on "Apache" and even a lot of software under the "Apache Commons" brand. This is extremely confusing and clearly dilutes their branding.
I have no problem with Redis Labs prioritizing (although I think an AGPL dual license would be more appropriate). I have a serious, serious problem with the intentional confusion they're spreading.
On the whole, I think this will backfire. Redis Labs undercut their credibility. I'm unlikely to do business with a company I don't trust. The main value-add of being the official developer of an open source product is that trust. A lot of that is likely to spill over on Redis itself.
It also does signal a financially weak position.