So have many companies, in ways far more profound than Apple could ever dream to.
Take pharmaceutical companies, for example. They invent drugs which may actually save human lives. Is it now tasteful if they promote their company using the image and reputation of civil rights activists?
How about oil companies? They're no more destructive to the planet than Apple are (I mean it - mining for raw materials is very damaging!). On the other hand, they provide us with far more fundamental necessities such as heating, lighting, transportation so we can import food, etc. They have arguably done much, much more for the human race than ten Apples.
So I expect you all to be just as accepting when BP make a road-trip ad featuring Gandhi and Jesus, or when Bayer show MLK taking an Aspirin after a major speech.