At Apple’s March shareholder meeting, a representative from the conservative National Center for Public Policy Research questioned Cook on Apple’s commitment to making its factories carbon neutral and removing harmful chemicals from its products. What was the return on investment? Cook showed an uncharacteristic flash of real anger. ‘I don’t consider the bloody ROI,’ he said. ‘If you want me to do things only for ROI reasons, you should get out of this stock.’ The crowd erupted into raucous applause.