You are right that more public companies are holding Bitcoin and it is big topic of discussion. Major reason why huge companies like Apple or Microsoft are not all in yet is because their investors want them to stick to their main business and Bitcoin price swings can seem too risky. However as Bitcoin becomes more stable and regulated its appeal as safe investment or way to fight inflation might grow possibly making these big companies more comfortable with it in future. Corporate world is definitely changing its view on digital money and it will be interesting to see how these major players react.