Tim Cook’s angry response to the NCPPR

Bryan Chaffin:

the NCPPR representative asked Mr. Cook to commit right then and there to doing only those things that were profitable.

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.

Cheers Tim.

  • GFYantiapplezealots

    Apple is really the only corporation I respect.

  • JDSoCal

    Jeers, from a stockholder.

    • rattyuk

      Would expect nothing less from you.

      Tim advised you to sell your shares…

      • JDSoCal

        And he’s breaching his fiduciary duty, and being an arrogant jerk when he says those things.

        • rattyuk

          Then sue him.

        • lucascott

          How so? Where in the various laws and regulations does it state such duties to be fulfilled and what exactly has he done to breach those laws.

          Your statement comes off like you know this information so do share with us so that we might be educated.

  • Chris


  • Right on.

  • Moeskido

    Cheers, from a stockholder. One of the few companies I own shares of that actively tries not to shit all over the planet for its quarterly returns.

  • G

    The side of Tim Cook that Steve Jobs saw, and I am sure had great respect for. Have to wonder how Jobs would have responded to this NCPPR character. Bloody isn’t what comes to mind.

    • Hardik Panjwani

      Agree that Jobs left the right man in charge. I think Tim channeled Steve pretty well.

      But God, it would have been great to see Jobs take down this NCPPR clown. “We do a lot of things for reasons besides the profit motive. We want to leave the world better than we found it. If you don’t like it, get out of the stock.”

    • lucascott

      I think Steve would have reacted in basically the same way. Although perhaps with fewer words. Like simply ‘no’

      What’s amusing is to read the press release said group put out about the whole affair.

  • Kriztyan

    Not everything must be money driven. I don’t mind paying a bit more for quality, and the extra expense for safety, accessibility and environmentally balance product. Apple leads, other follow.

  • JDSoCal

    Such a bullshit appeal to emotion. Nobody is complaining about blind access. It’s Cook’s overt political agenda on climate and gay rights that is crossing the line of fiduciary duty.

    But nobody on this site actually has a financial stake in Apple, now do they?

    • Sebastian Paul

      Well, maybe some people working at Apple would be able to live happier and work harder, if they were able to marry the ones they love?!

      Maybe Apple doesn’t want to lose its new campus to a tornado, due to climate change?!

      Maybe some of Apple’s success is due to the positive image they have gained by supporting causes like gay rights, better working conditions in Chinese factories and minimizing their environmental footprint?!

      • rattyuk

        Oh you don’t want to go there… That’s what he absolutely hates.

    • LineChaser

      I’ve got 50 shares of AAPL, not that it makes any difference. This is all about the publicity (on both sides), as far as I can tell. It smells like artificial controversy.

      • yes, it’s all a grand conspiracy. c-o-n-spiracy

        • LineChaser

          No, both sides are behaving in their self-interest, making insincere statements, and pandering to their respective audiences. I don’t see any conspiracy in that, at all. In fact, just the opposite–“There’s less to this than meets the eye”.

    • go home troll.

      • rattyuk

        Oh, JD is definitely not a troll. He’s a long standing Apple shareholder, with some pretty nasty views on anything that could be referred to as “left wing”.

  • Stephen Middlehurst

    “doing only those things that were profitable”

    Well that takes the prize for ‘most ridiculous comment about Apple’ I’ve ever seen. Utter lack of comprehension about not only the company but business in general for two reasons:

    1) If a company (and it’s CEO) commits to only doing profitable things it will stagnate. Innovation becomes impossible because there is no guarantee of financial success. New markets are, by their very nature, an unknown quantity and as such you could never enter them as you couldn’t be sure of profitability. At best you end up following the trend, at worse you never gain new ground and smaller, faster companies eat up your existing customer base.

    2) Apple, like all consumer-focused companies that make high end products, derives a good deal of revenue from its brand image. That’s impossible to quantify of course but it really does matter. Look at the efforts they’ve gone to in order to ensure ethical suppliers in the far east. On a balance sheet that’ll be a loss to the bottom line but its actual value is far greater as not only does it make Apple look good but also lets them defend the brand against the usual tabloid pieces published whenever something goes wrong at Foxconn etc. The fact that it’s the right thing to do from a moral standpoint is almost incidental (although not, I suspect, to Apple and Tim Cook).

    And here’s a final thought for those Americans who are yet again deciding that people with different sexual orientations are second class citizens and Apple should only focus on being profitable: If that was their mantra the Mac Pro would certainly not bear an “Assembled in USA” tag. There would be no sapphire glass facility being built in Arizona. All of this will lower potential profit margins for Apple yet they’re doing it because a) it helps their brand in their home market and b) as far as they’re concerned it’s the Right Thing To Do.

  • CliffSpicer

    Tim’s response is what you would expect and hope for, but seldom see from a true leader. It is yet to be seen if Cook is the visionary that Jobs was, but it can’t be denied he is a leader at the top of his game. Good enough to make me feel the reigns have been handed over to the right guy.

  • Moeskido

    The NCPPR got what it wanted: publicity for its fundraising. Greenpeace did a very similar thing years ago when it targeted Apple above all other pc manufacturers for its environmental record.