Bryan Chaffin, reporting for The Mac Observer from Apple’s annual shareholder meeting:
Mr. Cook didn’t directly answer that question, but instead focused
on the second question: the NCPPR representative asked Mr. Cook to
commit right then and there to doing only those things that were
What ensued was the only time I can recall seeing Tim Cook angry,
and he categorically rejected the worldview behind the NCPPR’s
advocacy. He said that there are many things Apple does because
they are right and just, and that a return on investment (ROI) was
not the primary consideration on such issues.
“When we work on making our devices accessible by the blind,” he
said, “I don’t consider the bloody ROI.” He said that the same
thing about environmental issues, worker safety, and other areas
where Apple is a leader. […] He didn’t stop there, however, as
he looked directly at the NCPPR representative and said, “If you
want me to do things only for ROI reasons, you should get out of
Tim Cook does not suffer fools gladly.