There’s a reason why their stock price is through the roof. Companies in the US have their first and foremost duty towards Shareholders, and only shareholders. This is not an opinion, I am speaking legally.[1] And what the shareholders want is for the company to squeeze out every dollar it possibly can from its products.
[1] Shareholder Primacy: https://en.m.wikipedia.org/wiki/Dodge_v._Ford_Motor_Co.