The problem is that by punishing companies and rewarding individuals, you tend to create an incentive for individuals to break the law (the risk/reward, on a personal level, gets skewed). In cases like this it's arguable that the individuals involved should be prosecuted.

Google and Apple have close to $200 Billion in cash, so a even a "substantial" penalty to them is like taking a quarter out of my pocket. Put a few execs in jail and see how fast it stops.