Apple is capable of both making consumer products
* and issuing three-sentence anti-discrimination statements to a news outlet.
*Alright, so some of the Macs beg to differ, but that's another story...
Apple obviously perceives that is in their best interest to make their position known. Silence could be interpreted as tacit agreement. I think this is good for them for both recruiting a diverse workforce (what if a talented engineer who happened to be trans felt uncomfortable applying?) as well as ensuring socially-conscious buyers know what kind of organization their money is supporting.
I think most people's disagreement here can be boiled down to the fact that trans people freak them out and that they therefore don't want companies speaking up about it. (I had a couple friends from college who ended up being trans, and I think they were a great help for me in understanding these issues. I wish everyone could experience that, but everyone can at least read about it or have an open mind.) Much like gay rights, this shouldn't even
be a political issue. Maybe Apple will stop speaking up about it when people's rights are no longer politicized, but I suspect you'll still be disappointed as, being a business, they probably have opinions on economic issues too, which probably going to also be considered political issues for the rest of time.