I said that to say, your perspective on goodness and badness is influenced by your position. If you're a big stakeholder in Apple then you are positioned to be positively or negatively influenced by the current perception of the company. The share price might go up or down based on this.
A "good" company in a quantitative sense is a company which produces profit for it's shareholders. In a qualitative sense it is a company which makes the world "better". Better is a value judgement which is subjective and at best determined as a sort of consensus.
Someone could be moral to their community if they think Apple isn't making the world better but Huawei is. They could receive all the praise, the social rewards, the prestige, from supporting Huawei instead of Apple. So how can someone like myself who has no economic stake in Apple (I don't hold shares), and no understanding of how my community feels or thinks about Apple, hope to answer the question? I cannot.
RE: Invisible social incentives may encourage customer loyalty over time.