According to Apple's CEO, any business should have the same positive values that individuals do. During his time at the helm of this company, he has only lost his temper one time. This incident happened in 2014, during an annual meeting with the corporation's shareholders. One particular representative for a conservative consultancy wanted the CEO to make some certain decisions that would only prove to be profitable for Apple.

Tim Cook retorted that his company doesn't care about the ROI, so much as improving the lives of customers through technology. One example is Apple's creation of accessible devices for the sight-impaired. He said that individual shareholders who only care about the return on investment should stop doing business with Apple.