Genuine question: what would you have him do at that point instead? It’s notable that he did that after all the other billionaires did it. Apple can’t go alone on this, they’d be taken apart by a right wing smear campaign (and possibly violence against Apple stores — how many thousands of Apple employees would be affected?).

Collective action, even in corporate America, is required to beat these people. The failure here is that like-minded execs didn’t preemptively gather to prevent this outcome in the first place. If you want to be unhappy with Tim Cook, be unhappy that he was too politically naive for too long.