[huxley]

I'm sure that it's easier for them to do it because it's aligned with their business model but Tim Cook has shown himself willing to pursue policies that aren't solely ROI-related.

Cook very publicly tangled with shareholders that argued against Apple's environmental & accessibility initiatives:

"'When we work on making our devices accessible by the blind, I don’t consider the bloody ROI,' Cook said, adding that the same sentiment applied to environmental and health and safety issues.

He told Danhof that if he did not believe in climate change, he should sell his Apple shares. 'If you want me to do things only for ROI reasons, you should get out of this stock,' he said.

Cook’s comments and visible passion over the issue are one of the strongest signals yet of his commitment to reducing Apple’s environmental footprint. He told shareholders that he wanted to 'leave the world better than we found it'."

http://www.theguardian.com/environment/2014/mar/03/tim-cook-...