I think that the real problem lies when service providers are forced not merely to serve members of the LBGT community but to serve them in a manner which involves promoting the views of the LBGT community. It is one thing obliging a baker to sell a wedding cake to anyone who is willing to purchase it -- but it is another matter to compel the same baker to produce a wedding cake decorated so as to promote gay marriage. Or for that matter to produce for satanists a cake promoting satanism.
Perhaps it's a good thing that Apple have taken the position they do -- owning Apple products has always been largely an image statement. -- now ownership of Apple products involves an element of promotion of the views of the LBGT movement.