At a time when many corporations around the U.S. are rolling back previously popular initiatives from the Biden era, such as those in furtherance of diversity, equity, and inclusion (DEI) or fighting global warming, Apple (AAPL) continues to remain steadfast in these goals. In January, a conservative think tank tried getting the tech giant to scrap its DEI efforts, and Apple pushed back against the proposal, saying, “At Apple, we believe that how we conduct ourselves is as critical to Apple’s success as making the best products in the world. We seek to conduct business ethically, honestly, and in compliance with applicable laws and regulations, and our Business Conduct and Compliance policies are foundational to how we do business.” 

While many major corporations might change their policies to best fit the administration currently in power, Apple CEO Tim Cook has remained largely unchanged for decades. Over a decade ago, in 2014, Cook made a now-famous statement during a shareholder meeting: “If you want me to do things only for ROI reasons, you should get out of this stock.” 

Cook’s declaration, at the time, was a direct response to criticism from Justin Danhof of the NCPPR questioning Apple’s investments in renewable energy. Cook’s message was clear: Apple would prioritize sustainability and ethical practices over short-term profits. 

“When we work on making our devices accessible by the blind, I don’t consider the bloody ROI,” Cook said. All of this stems from a steadfast belief held by Cook: “leav[ing] the world better than we found it.” 

And while it’s true that companies should generally look to maximize shareholder value, it’d be hard to argue that isn’t what Apple is doing. While Apple tends to pursue ventures for altruistic reasons, the ROI takes care of itself. It’s the same concept of the age-old adage, “do what you love; the money will follow.” That doesn’t mean you shouldn’t pursue money; it means that when you’re doing something out of the passion of solving the problem, you naturally strive to become the best. And people want the best, so they’re happy to pay top dollar for it. 

Don’t Miss: 

• Think it’s too late to invest in the booming AI sector? This one’s still under the radar
• Apple Just Entered This $160 Billion Industry—This Pre-IPO Tech Play Could Soar

Apple’s Environmental and Sustainability Milestones

In 2025, Apple announced Project 2030, its goal to achieve zero net emissions by 2030. This ambitious plan came with a slew of announcements regarding its plans to achieve this goal, and what it had achieved so far. Notably, AAPL had surpassed a 60% reduction in global greenhouse gas emissions compared to 2015 levels, a critical milestone on its journey to achieve carbon neutrality. It also marked the launch of a $99 million clean energy fund in China, aimed at accelerating the transition of its supply chain to 100% renewable energy. 

Tim Cook’s leadership has consistently reflected a broader, values-driven approach. Whether it is his firm stance on user privacy, environmental sustainability, or workforce diversity, Cook has set Apple apart as a company willing to take principled stands, even at the risk of short-term backlash. His refusal to back down in 2014 against climate skeptics set a precedent that has only grown stronger over time.

The Stock Price Tells the Story

Despite criticism from some quarters, Apple’s commitment to its values has not hurt its financial performance — quite the opposite. Since Cook’s 2014 declaration, Apple’s stock has grown exponentially, making it one of the world’s most valuable companies. Investors who understood Cook’s message and held onto their shares have been handsomely rewarded.

• In 2014, Apple’s stock was trading at around $25 per share.
• By 2025, Apple’s stock price has surged to over $211 per share.
• The company’s market capitalization has surpassed $3 trillion, reflecting strong investor confidence in its long-term strategy.

In short, Tim Cook’s 2014 statement was more than just a response to climate change skeptics — it was a declaration of Apple’s values. Over a decade later, those values continue to guide the company, driving innovation, sustainability, and long-term financial success. In a world where many companies face pressure to prioritize short-term gains, Apple’s commitment to doing what it believes is right has become a defining feature of its brand — and a key driver of its growth.