If someone were to use NSO paid hacking to attack Apple executives's devices and then release everything they found, I bet Apple might take this more seriously instead of having some PR flack write marketing copy. Same is true of any tech company: until it hurts them specifically they can just ignore it or make it sound innocuous. Maybe Amazon has been targeted and they found out. If someone were to use it against US…
That's not why Apple is skittish about this. Any action from them would invite the question "What about China?". And Apple loves China('s money).