[erichocean]

> by a private company

Apple is, in fact, a public company.

As a US-based company, there are many things that Apple is not able to do——for example, they cannot refuse to sell to Black people, despite violating Apple's freedom to "associate" with whoever they want, for whatever "private" reason they may have.

The US government can decide that Apple must provide equal access to all of its citizens, and in fact, the 14th Amendment and the various Civil Rights acts that it enables seems to require that every company that sells "to the public" treat members of the public equally.