Earlier quoted context omitted.
Maybe there's room in the world for a device people want, even if it's not the device the majority want? I mean I know Apple is just a small startup company with only a $4 trillion valuation, but maybe they could just do one thing that isn't maximally profitable once in a while.
Shareholders would never ever be ok with a company not trying to be maximally profitable.
[1] https://www.macobserver.com/news/tim-cook-rejects-ncppr-poli...