Apache is 'fair'?
"Google's preferred license, DiBona reiterated, is Apache, because "it has patent grants that are fair." Unlike the GPL, Apache has no copyleft requirement, meaning those who use Apache code needn't distribute their changes back to the community."
Apache allows company A to release code to the community.
The community then enhances code and Company A has the ability to slurp up the code and use it in their proprietary process without crediting or compensating the person who enhanced the original code.
Its like getting a portion of your development staff for free.
Other companies like Apache in that they can commit fewer resources to a project. That is... if an open source needs several man years of support, Company A could commit 1-2 developers, Company B could commit 1-2 developers... and pretty soon you have 20+ committers. So the set of companies benefit by distributing the cost of development.
The reason the second group likes Apache is that if they want to keep their own sekret sauce well secret, they don't have to release it. Just ask Yahoo! about Hadoop. ;-)
Others like GPL, LGPL and AGPL because they get to retain some level of control over their 'baby' and also get some level of fair compensation off their work.