Why does it need to create a lot of negative publicity for Apple? Is there something you don't like about them? Responsible disclosure needs to be valued given the number of macs out there in the wild that could potentially be susceptible to issues like this, and the impact it could have on people (including you) not just directly but indirectly.
How would you feel if someone discovered a 0day at a company that exposes credit card and identity info, published the 0day, then hackers steal all that info (including yours)? I'm sure 'creating a thunderstorm of negative publicity' would be the last thing you would want.