I don't think it was a plan at all. He told the league they should apologize when they appeared to be trying to justify nonsense allegations.
I think he was truly shocked by the punishment, as we all were and he had some strong words and published the rebuttal to welles report.
After that, I think he calmed down enough to consult with advisors and lawyers about what he could do, and they told him nothing. Nothing he couldn't do at the owners meeting by telling Goodell he should reduce the penalty. the reason is, the appeal would be exactly the same.
"Here's the rebuttal to the report, there is no evidence of anything, you have no choice but to reduce the penalty."
At that point, Goodell, hearing the appeal of his own case based on no evidence would say...
No.
Appeal over.