I think when you sign-up, and the only ID they get is your credit card, it's pretty obvious that the account will be linked to you.

From the call, it appears that Apple only wanted a clarification in that direction, i. e. "I should not have given my drunk little brother the car keys".

They're not reacting from a "bruised ego", since a professional PR team doesn't get emotional in that sense.

They feel that the initial accusations have created actual damage for Apple's image, and they want him to stop the pitchfork-wielding mob.