I think it's more like... Apple made very sure that their drastic changes are very inviting and they know for sure that people will like it while most of Facebook changes are not what people want.
Apple emphasizes on making our lives easier and cooler. and Facebook seems to emphasize more on data mining.
I think Mark Zuckerberg should relegate his rein to somebody more progressive and in touch with public. Zuckerberg is genius but has a serious character flaw and I can his socially-inept tendency in Facebook's progression.