I don't have any data to back it up, but I guess it's just companies following the trend on public opinion? They didn't before because the majority was against it, they do now because the majority is for it. Not sure if that means taking a stand, though.
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It's because the 'for' crowd is enthusiastic, so advertisers want to channel a little of their enthusiasm to promote a product. The 'against' crowd is largely apathetic and doesn't associate with 'anti' particularly strongly compared to the 'pro' crowd.
On the flip side, anything perceived as anti-gay in business blows up with negative press and talks of boycotts. With Apple's demographic, this will definitely be considered a plus.
They probably analysed it from a business perspective and thought it makes sense. Fine for me as long it's for the right cause.