I don't like him citing that discrimation is "bad for business" as anecdotal justification. Tim is the role model, not Apple.
Essentially, you say that first and foremost, it's bad for business. Plus, it also has some negative effects on society and the ability for people to participate as equal members in society; you know, for airy fairy types with lofty ideals in ivory towers who care about such things.
It's somewhat upsetting that people see the need to frame things this way, but unfortunately it's an effective way to deliver a message without being 'partisan' (whatever that is).
Leveraging Apple's weight here just seems inappropriately selective to me.
Business isn't a monolithic entity, nor is the 'business community'. I'm not sure arguing down this line makes much sense, as it's very very easy to construct straw-men.
Remember that Tim Cook and Donald Trump are both in the business community. I wonder how much they have in common...