If you're depending on for profit companies to defend human / personal rights you've already lost - your government is where this can be done. Because in the end, even if they had a great CEO who took a moral stand, in the end when that CEO is replaced for profit companies will do what makes the most money - and that'll be whatever the gatekeeper of the marketplace wants them to do. Remember Google trying to get their secret "dragonfly" project up and running in China before anyone could say anything? Yep, whatever gets more $$$ is where companies will go, if that means supporting tyranny, they'll line up.
Sad to see Apple buckling under pressure for access to ~30% of their world market, but there it is. If they didn't, their CEO would be out after the stock collapse and replaced with one who'd do whatever the Chinese government wants.