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I don't see how his stance can hurt the stock, looks more like clever marketing to me -- but then again I'm not an investor..

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"One ... investor posed a question to Cook during a February shareholder meeting regarding whether or not Apple should avoid embracing environmental causes that lacked a clear profit motive."

Investors are pretty damn concerned about whether the value of the firm is going up or not. If that's not the top of your mind at all times as the CEO, then they tend to worry.

And, with that question directed to Tim, that particular investor did more damage to brand than he realized. Later that night, he silently weeped in his pillow, realizing the irony of his mistake. A "show me the money!" nightmare soon followed.

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