Moral Responsibility

NYT: Apple’s Tim Cook Barnstorms for ‘Moral Responsibility’

Watching Mr. Cook over the years, I’ve been fascinated to see how he has become as animated when talking about big issues like education and climate change as he is when talking about Apple.

“I think we have a moral responsibility to help grow the economy, to help grow jobs, to contribute to this country and to contribute to the other countries that we do business in,” he said.

He added, “I think there’s still probably a more significant group that feels my sole responsibility is to Wall Street.”

To me, this is the biggest differentiator between the Jobs era and Cook era at Apple. Like it or not, Cook’s Apple is much more socially active. Under Jobs, Apple had an image of progressivism, but Cook has taken that image and made it an identity.

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