"our goal isn't to make money" is not in their corporate guidebooks or manifesto, it's in their press-release. it contributes directly to their bottom-line, I say.
"...We trust as a consequence of that, people will like them, and as another consequence we’ll make some money. But we’re really clear about what our goals are."
I don't think AAPL stock holders have had anything to complain about for the past eight years or so.
I don't think there's any legal responsibility to make the shareholders money, just to serve the shareholders' interests. Usually that interest is "make a good return" but there's no reason it needs to be that. Maybe the shareholders formed a company to create functional art. In which case, money is merely a means to the end.
(I don't know the law, though, so maybe there is some legal requirement to make money)