Unfortunately, Tim Cook does not have the force of personality to stop it. Nobody does. Only Steve Jobs could do it, and that is likely exclusively down to the fact (whether you consider it as such or not is beside the point) that he saved Apple. The fact is, if you tell the shareholders no too frequently, you stop being in charge. And even if the next guy shares your vision, will his replacement? How many CEOs does it take until you get someone who will pursue short-term profit at any long-term cost?