Yes, a democratic government represents the people, and thus their moral stance. A market sells stuff. There's really no relationship between the two nouns. No reason to compare them. You might as well ask, "So the people can decide what's moral, but a jar of pickles can't?" Yes, that's correct. A jar of pickles is technically a market, so this analogy applies particularly well.

> I'm saying that customers decide whether or not to buy from Apple based on whether they resonate with them from a moral standpoint

I fully believe that you might do that yourself. There's no evidence everyone else does, or even that a majority do. Especially since most people aren't informed of working conditions involved in manufacturing Apple products (or indeed, many others' products).

It's just not believable that everyone thinks that buying a product = agreeing with every single moral stance made by the person currently running the company. And what if he changed his mind tomorrow? Would he offer a full refund to everybody who asked for one?

> And I said Apple's CEO is accountable to their customers, not that they represent them.

He's not accountable to them, only to the board*, but we're discussing representation - that is, speaking on behalf of a people, according to those people, not you or I or the speaker individually. If you mentioned accountability while we were on the topic of representation, and I returned us to the topic of representation, you're welcome :)

[*]: Your example illustrates this: a complex chain of accountability from CEO to Corporation and BoD to Corporation and Corporation to shareholders is required for any action to happen. Being accountable to customers means customers can decide to fire him _directly_.