They're an absolutely staggeringly immense company and they fight tooth and nail to preserve their rent seeking and premium margins. Nobody owes them a positive interpretation of apparently poor behaviour, especially not when discoverable materials often show the principals are absolutely doing the wrong thing (e.g., Jobs and the anti-labour wage fixing racket).

If the company wants people to have positive thoughts, they should do positive things! If indeed there are positive reasons for an apparently negative thing, they should explain them.

If they can't or won't explain them, then people absolutely should assume if they feel like they're getting screwed, that they probably are.