Arguably Apple would choose to push the brand to differentiate from competition. They have gotten free press for last 6 years.
If not, competition (such as Huawei) can choose to pick up the brand and establish the ME FIRST. Note "branding" is big time value in Far East market. At a minimum, brand name vendor can fend off the counterfeit.
Latest patent leak tells me Apple will continue to push the "free brand" on the bargaining table. It is chess move for Li to respond.