
Alissa G. answered 03/29/19
Expert Editor/Proofreader, Grammar Geek, Word Nerd
This is such a cool question! I love how much you are thinking about this. I'm honestly not an expert on this particular matter, but here is what I immediately notice about the difference created by the use of "unless" vs. "but":
In the first sentence (with "unless"), the second clause is expressing more of a hypothetical idea - a condition that needs to hypothetically be met in order for the first clause to occur. So in terms of the actual meaning of the sentence (beyond general grammar), the full expression of "the company issued a complete apology" is very much dependent on the first clause in order to convey the right meaning (i.e., we don't know if the company actually issued an apology - we aren't declaring this - but rather, that this was the requirement or condition needed to be met in order for stock prices to have plummeted). Additionally, I would note that syntax is more flexible with "unless" than in the case of "but". In other words, the two clauses could be flipped around: Unless the company issued a public apology, stock prices would have plummeted.
In your second example, however, this is not the case. You can't flip the clauses around and include the word "but" at the beginning, and still have a full sentence that reads well: But the company issued a public apology, stock prices would have plummeted. Notice the difference? "But" most definitely is independent of either clause, whereas "unless" definitely belongs with the second clause only. The word "but" also really just serves to contrast the idea presented in the second clause with what's expressed in the first clause.
This is kind of tedious stuff, so I hope I'm being clear. And I know this may not be a full answer to your question, but it's what I've got at the moment! Please let me know if you have any questions about my explanation. I'm happy to explain further (or try to)!
Warmly,
Alissa G.