What's baffling? It's not a matter of "owing" Apple any right. Apple already has the inherent right to control what and when they want to publicly reveal, and anyone who has signed an NDA with them has made a promise that they won't do it first.

Neither companies nor families go around looking to share their responsibilities (product or personal) with third parties on terms chosen and reneged by the third party whenever the third party wants to do so. If they share their responsibility for something it is not consensual, it is explicitly on the basis of terms they propose, and thereafter owed to them by someone.