- Don't remove free accessories the same year you switch connector on one end (USB A to C), necessitating an additional purchase.
- Don't proclaim the environmental benefits if it is clear that Apple (not also the consumer) is the only one gaining the convenient financial benefits.
- Do some promo for the first generation without accessories, for example "only pay for shipping" on a charging brick (one per device).
With the promo Apple would have saved less money, but only the first generation without accessories, and it would have been a huge PR "buffer" that would have made them look like the good-guy.
But instead they green-washed the whole thing, which nobody really believed, and came off looking cheap. Which for a company that promotes itself as kind of quasi-premium product isn't what you're going for.