Apple Uses Earth Day to Announce Green Initiatives, Provoke Samsung

By Michelle Maisto  |  Posted 2014-04-22 Print this article Print

Cook made headlines in March when he made the same point at Apple's shareholder meeting, if with a little less polish.

After a representative for a right-wing think tank tried to get Cook to say he wouldn't pursue environmental initiatives if they weren't also profitable, the usually soft-spoken and controlled Cook retorted, "When we work on making our devices accessible by the blind, I don't consider the bloody ROI. … We do a lot of things for reasons besides profit motive. We want to leave the world better than we found it."

TBR's Narcotta points to Apple's investment in developing sapphire glass as an example of its pursuing a new set of environmentally-friendly opportunities and putting itself at the front of markets that haven't been developed yet.

"They're very noble goals, but the message is something you have to take with a grain of salt," Narcotta continued. "It's been six months since Apple introduced any new products or services. The well isn't dry, but to stick with the analogy, neither have they added any water. There are a lot of question marks around Apple right now."

Narcotta added that he thinks Apple is a "phenomenally successful" company and will be for a long time. But it's a company starting a new chapter.

"This is Tim talking to anybody," said Narcotta. "And he's saying, 'Here's my business card, and it says CEO. Not just CEO because Steve isn't with us. But: CEO.'"


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