Oh, it wasn't planned. This was a reaction to not being able to get their flagship laptop certified. Doing it quietly would have taken far longer.
A few days ago, the MacBook Retina didn't qualify for EPEAT.
Then we had this rather embarrassing tussle.
Now the same machine has gold status.
If Apple hadn't taken the PR hit then it would look as though they bribed their way to a certification. That would be a whole lot worse.
Plus, it was blown out of proportion by tech bloggers (and tech blog readers!) looking for the next "antenna-gate".