Why not a similarly brave stance in China? In China Apple claims it "obeys all local laws" except in the UK it wants to be courageous? I guess it's a brave state unless the $$$ are good.
However there is a great chance that if they threaten to pull out of the UK that the law won't pass. Even if it does it is good marketing. Who knows what will actually happen if the law comes into effect. The UK market definitely isn't small, for all we know they may back down. Or maybe their reputation is more valuable.