Again, are there examples that show it will “definitely” hurt their reputation at all? I’ll broaden my example set: are there any examples of consumer devices where the company suffered clear damage to their brand as a result of a security issue?
As an information security professional I wish security breaches would permanently damage a company's reputation, and even put some companies out of business if the breach demonstrates they have no business handling sensitive personal information. But if that was the case, Target and Home Depot and Equifax wouldn't exist, and no one would dare touch an Android phone or a Windows computer.
The sad fact is consumers don't care one bit. The only people who care are people who have some interest in disliking the company who was breached, in which case they're likely not paying customers anyway.
