Tim Cook Wants Apple To Be A “Force For Good”

greenmacWrite it off as a smokescreen to cover sliding profit and margins if you want, but Tim Cook’s belief in the culture of Apple came across loud and clear during Monday’s conference call with analysts and reporters.

Speaking about Apple as a “force for good in the world beyond our products” Cook claimed that, “Whether it’s improving working conditions or the environment, standing up for human rights, helping eliminate AIDS, or reinventing education, Apple is making substantial contributions to society.”

Although no further details were provided, Cook’s vision for Apple is backed up by some evidence. Having previously been labeled the “least green” tech company by Greenpeace due to its reliance on coal at data centers, Apple has made the conscious decision for its newly-scheduled $5.5 billion Cupertino “spaceship” headquarters to have 70% of its power provided on-site by photovoltaics and fuel cells, with the remaining power covered by sustainable “green sources” in California. The company has additionally teamed up with Nevada’s largest power utility company to build a solar farm, while its data center in Maiden, North Carolina is now powered by 100% renewable sources.

Apple has also joined the fight against disease, with proceeds from the forthcoming November 23 Southeby’s auction for a limited edition red Mac Pro going toward treating HIV, malaria, and tuberculosis.

In terms of “standing up for human rights” Cook is obviously keen to turn the public opinion of Apple away from the various PR disasters associated with FoxConn over recent years. Apple’s Supplier Code of Conduct rails against unsafe working conditions, underage labor and excessive work hours, while earlier this year Tim Cook donated an hour of his time for a charity auction conducted to raise money for the┬áRobert F. Kennedy Center for Justice and Human Rights. (The winning bid was $61,000.)

Any large company’s stated desire to achieve social good will, quite rightly, come under scrutiny, but Cook’s decisions at least show that he is willing to back up his words with actions. Compared to the questions surrounding Steve Jobs’ charitable giving, if Cook can turn Apple into a company that ranks social causes anywhere close to retina display in terms of importance, this could prove to be his lasting Apple legacy.

  • Source Apple financials conference call
  • Via Phone Arena
  • Truffol

    It would be a while before Apple is truly a force of good to all of its stakeholders. Apple is notorious for squeezing the already-tiny profit margins of its Chinese suppliers. They also have hefty fees for its MFi partners, ensuring high price tags in any iDevice-compatible accessories. We also shouldn’t be paying $20 for charging cables to a company that’s a “force of good”.

    • Kumar Muthaiah

      We must not confuse between product quality and product price. Apple wants MFi partners to pay hefty amount in order to maintain product quality and make sure all Apple products work with it, so that users can benefit. A company asking for more money means is not mean it is a bad company. We have to think why the money is asked for. Those company asking for less money are not good companies either. Money is culprit. We must not always think in terms of money. We need to think in all respects.

  • Kumar Muthaiah

    Apple is not getting away from PR disaster in FoxConn. Apples motive is to help needy. The problem in FoxConn is not in full control of Apple. The FoxConn owner is the issue. The owner decides who and all to work at FoxConn. US is having its own government and FoxConn location is having its own government. Apple cannot control more here. If FoxConn violate rules and Apple don’t have control then what Apple can do? As Apple not taken steps on FoxConn? Apple as taken steps to solve this issue. But still happening means it is FoxConn issue and not Apples

About the author

Luke DormehlLuke Dormehl is a UK-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Formula: How Algorithms Solve All Our Problems, And Create More and The Apple Revolution, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme, and other publications. He'd like you a lot if you followed him on Twitter.

(sorry, you need Javascript to see this e-mail address)| Read more posts by .

Posted in Apple, News, Top stories | Tagged: , , , , |