Doing What’s Right, Not Necessarily Profitable

From Tim Cook, CEO of Apple, in response to questions raised at a recent shareholder meeting about the company’s investment in sustainable energy and the it’s impact on profits.

“When we work on making our devices accessible by the blind,” he said, “I don’t consider the bloody ROI.”1 He said that the same thing 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.”

Argue all you want about the merits of their products, iPhone vs. Android, Mac vs. PC, this is an attitude and corporate policy we should see from more CEOs.


  1. ROI=Return on Investment

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