Unfortunately there's plenty of nuts out there, some of them might be justified, others not so much.
It sounds like you might be new to infosec so let me help you out. Apple and other corporations have bug bounty programs exactly for this very reason, so researchers can get paid for their discoveries. You're making it seem like Trend is doing the world a favor here.
Trend Micro is also claiming there's two, 0 Day vulnerabilities in Apple's Data Vault and Safari that this malware is exploiting. That's the real meat here but with very little substance. Apple has GateKeeper built into modern OS versions to easily kill these sorts of malware based on their signatures.
FWIW consumers are terrible at making good decisions. Most people don't even update their software regularly and you want them to decide how big of a security threat something is? Have you actually worked in corporate IT?
I'm not against the discovery of new threats and I also have zero problem with them making money. What I am against is how they disclosed it. If Trend would have said "we've also let Apple know about our findings so they can update gatekeeper, etc but in the meantime, here's our software to help..." yeh, I can get behind that. It's not the way proper infosec disclosure is done.
Some of these "0days" these days are getting air time when they're not even bugs at all. Security companies love to build up hype for themselves.