Doing What’s Right

This week Tim Cook did something that reignited some outwards passion that he often keeps on the down low.

At the Apple shareholders meeting, he backlashed when questioned about pulling out from company activities that did not add to the bottom line.

The second, in which the representative asked Cook to commit on the spot to only making moves that were profitable for the company, drew the most intense comeback we’ve heard from the executive. Chaffin writes:

“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 [applies] 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 this stock.”

This put a gigantic grin on my face. This. This is exactly why I love Apple, their products and services.

One of my favourite quotes from the late Steve Jobs saying “Details matter, it’s worth waiting to get it right.”