Why? It is just advertising. The "gift" generated views and clicks, increased exposure for Apple products, and was way cheaper than paying for the same amount of exposure via traditional advertising placement. It's not altruistic, it's just a numbers game.
Why? Because a kid who's super creative and has a ton of potential received some equipment that might very well change his life and foster future career opportunities. His future is incredibly bright.
I understand it feels good and provides a rush to stick it to Apple with your cynicism.
Some people with a good heart create and do some amazing things. Others, well, just go out of their way to find darkness everywhere they look.