We need sanctions. You can't expect corporations to wage international campaigns for human rights, nor do we want that corporations to exercise such power.
There has been a major ten year push inside of government to try and get companies (especially those in tech) to start decoupling from
China on national security grounds as a way to get a similar outcome and not leave the US companies massively exposed to sudden action like sanctions.
Those calls have mostly gone unanswered and Apple in particular has repeatedly gone out of its way to double down on its China relationship over that same time period.
We need govt action.