As much as I’d love to agree with you, Cook’s job isn’t to grow a spine and be a moral leader; it’s to do whatever is best for Apple’s shareholders.

You can bet that they’ve got experts advising on this and have probably war-gamed different scenarios. Given how hugely exposed Apple is to the geopolitics that Trump cares about, and as Trump could cost them huge amounts on a whim, he’s probably right to be inoffensive and obsequious.

Not destroying society is in the best interest of Apple shareholders, whether they believe it or not.

How is being subject to a double-digit tariff on devices sold to American consumers — one of Apple’s most critical markets — in the best interest of shareholders?

And actually, I’m now forgetting if those tariffs are in play on phones again or not because of how chaotically the tariffs have been applied. I can’t be the only one losing track.

Let’s assume the tariffs are in play though. Apple now has to perform some combination of:

- reduce margins on devices sold in the US

- move manufacturing to a lower-tariffed country

- raise prices to offset tariffs

All of these impose unnecessary costs to the company compared to 9 months ago and risk alienating their consumer base. How is this to the benefit of shareholders?

I have revolutionary idea: spine can exist even if your shareholders wont be happy.

We are not discussing what would be good for Tim Cook personal wealth and career. Topic is having backbone, courage or moral values. Or, not having them.

This "behind closed doors" crap is about CEO wanting to be seen as being in opposition and as in support simultaneously.

I can't see the future, but I'd be willing to bet standing up to Trump would be best for their shareholders. Maybe not now, but soon.