Many of them will tank their company and their client if they get their ego bruised and feel publicly humiliated. Those are hyper competitive people which see live as zero sum game and are trained in life to never, ever, lose a challenge or competition for domination. ESPECIALLY in public.
The myth of a rational businessman is just that - a myth.
Being publicly regulated is exactly that scenario for Apple. There's execs in that very company that are frothing at their mouth in irrational anger ready to throw their weight around and WIN. Stomp on the opponent. SPLAT the unimportant fly that DARED challenge them.
(I'm exaggerating... but not by much. This seems more of an emotional than thoughtful response Apple is doing here.)