"What the hell has "wilful infringement" got to do with anything? This isn't manslaughter vs murder, you aren't less accountable for patent infringement because "you didn't mean to do it". The infringers intent should have no bearing whatsoever, this is about recouping damage."
Actually, it has a great deal to do with it.
If the infringement is accidental, then the infringer pays only the damages.
If the infringement is intentional (willful), the infringer has to pay the damages, but can also be forced to pay legal fees and penalties (up to 3 times the amount of the damages, IIRC).
Although in this case, I hope Apple wins on appeal. Even if the patent is valid, the people who made the chips (IBM, Motorola, Intel, etc) are the ones who are guilty, not Apple.
Even with this award, though, it's not likely to cost Apple anything. I'd be shocked if there's nothing in their supply contract that indemnifies them against patent awards like this, so the chip manufacturers will probably have to reimburse Apple.