The Apple Personal Shopping at the Retail Store feature shown on the company's website reflects Apple's interest in responding to customers' needs in a helpful, friendly, straightforward manner. It presents a line of experts, a clean website, and shows pictures of experts helping people.

This picture referencing 9/11 definitely evokes emotion. Not necessarily sadness, but anger. Many people would consider it to be offensive. You just don't use the word "happy" with an issue like this or put smiley faces on the towers...