Oh look, free publicity for a small company that nobody has ever heard of before and nobody would have ever heard of if not for that legal stunt. What a coincidence...
It's not free publicity. The world's most valuable company is suing them, costing them tens of thousands in legal fees, stress, and they had to layoff 20% of their employees just to cover legal costs.
We're hearing about it because this David is choosing to stand up to Goliath instead of just dying, and they've successfully gotten MacRumors to run an article (no small feat - I've sent MacRumors dozens of tips over the past 15 years and only a single one resulted in an article.)
Apple did absolutely nothing to assist with this - Apple would have much rathered just silently smother the company out of existence before anyone ever heard of it. Apple might realize what an idiotic move this was and back off. Alternatively, they might continue with it (continuing the hope to murder the company before too many people hear about it) but risk bigger outlets picking up the story. At some point, it might grow to the point where Apple can't just back off and instead has to do more and issue a public apology.