1. It wasn't actually happening/a problem.
(It's hippy nonsense. [insert sarcastic comment about saving butterflies])
2. It was happening, but it was natural, not caused by human activity
(The ozone hole grows and shrinks naturally throughout the year! And its been bigger and smaller in the past!)
3. It was happening, caused by human activity, but there wasn't anything we could do about it
(We can't force the other countries to change, and if they won't change it'll keep growing anyway!)
Apple people simply don't care. They know Apple's "late." (Inasmuch as someone else has done a similar thing, or used a similar piece of tech "first".) Because Apple is almost always late.
Late to touch. Late to smartphones. Late to fingerprint readers. Late to face identification. Late to attention detection. Late to wireless charging. Late to big screens. Late to music streaming. Late to video services. Late to the TV. Late to the wrist. Late to the wireless headphones. etc.