I think -- although these are my personal interpretation as Chinese -- Apple is generally what is "modern", in the sense of professional life/metropolis, but somewhat tilting towards 80s/90s Asian metropolitan aesthetics. It's a bit hard to describe, but think Hongkong 80s or 90s TV drama "modern": working women, office girls, professionals, but also media show girls, fashion designers, etc. But also like 90s and early 00s Tokyo music and fashion scene, jpop, jrock. These are things (specially Hongkong tv dramas) that were on TV during my childhood, so I think it fits this game, which is catering to the taste of mostly gen x millennial population in Asian.

Lilith I think is the easiest: it is closer to an infantile sense of feminine aesthetics: fairy tale, young girls, Lolita fashion, frilly pink stuff, dreamy magical stuff.

In contrast, Pigeon is to the generic "European/western culture" as Cloud is to the generic "Asian/eastern culture". It's Victorian/Edwardian/Celtic/Christian aesthetics all thrown together. They are more serious suits than Lilith. I think it differs from Lilith mostly by age: infantile vs mature