> Cook, clearly trying to remain calm, shot back: “When we work on making our devices accessible by the blind, I don’t consider the bloody ROI [return on investment]. When I think about doing the right thing, I don’t think about an ROI.”

> Cook then offered his own bottom line to Danhof, or any other critic, one which perfectly sums up his belief that social and political and moral leadership are not antithetical to running a business. “If that’s a hard line for you,” Cook continued, “then you should get out of the stock.”

https://alearningaday.blog/2016/03/12/tim-cook-on-roi/

Making devices accessible cost pennies compared to their revenue and didn’t take any real courage. Come back to me when they stand by their convictions when it can cost them billions in tariffs

The thing is no one really stand by conviction against overwhelming force. Apple take billions in loss, cut supply globally resulting in hundred of thousands laid off at vendor or Apple locations.

These grandstanding activists will move on but real people will suffer due to Apple's action.