You fail to understand the difference between a legal principle, such as the First Amendment, and a moral principle, such as Free Speech.
I understand it just fine. The parent commenter does not. He was talking about outlawing the flag.
The First Amendment is a legal enactment of the moral principle.
No, if the First Amendment were a legal enactment of the moral principle you describe, it wouldn't stop at restricting the government's right to curtail speech. It would compel Apple to publish this material. It does not. Ergo, the First Amendment is not a legal enactment of the principle you describe. It doesn't go anywhere near as far.
Apple's suppression of Confederate flag, and Civil War video games, and silly TV shows set in the South, is evil.
Nobody has the right to force Apple to use their resources to publish material that they don't want to publish. And Apple choosing not to publish something is not the same thing as them suppressing it. You want the confederate flag, you can get it from other places. Free speech is not about forcing somebody else to publish your crap.