Apple CEO Tim Cook used twitter this morning to reflect on the passing of American author Toni Morrison, thanking her for “the beauty you revealed in our world.”
Cook joined a chorus of tributes from people touched by Morrison’s novels. He pulled a poignant quote from an acceptance speech she gave in 1993 when she was awarded the Nobel Prize for literature.
“Don’t tell us what to believe, what to fear. Show us belief’s wide skirt and the stitch that unravels fear’s caul.”
Cook will often use Twitter to share thoughts on the events of the moment. On Monday, he shared his heartbreak over the weekend’s mass shootings and asked people to come together to address violence in America.
Today, Cook pulled a line from a lengthy passage in Morrison’s speech that spoke to the power of language.
Tim Cook saddened by death. And you want to talk about iPhone prices?
Some followers appreciated the tribute tweet. Others were, to put it mildly, off-topic and petty.
“Reduce iPhone price,” wrote AlTami @iM7M99.
“What about Apple Pay in Belarus,” wrote Vitali Khatsko @vkfight.
“How about some innovation, Tim?” wrote evil monkey @1ndm0nkey.
“Then proceeds (sic) to tell people they don’t have the right to fix their own Apple products,” wrote John @deepCmonkey, referencing Apple’s opposition to Right to Repair laws.
One follower griped about Apple replacing defective Limited Edition Beats headphones with a regular set. Another threatened to boycott Apple over being seen with Ivanka Trump on an education initiative.
It’s one thing to get blasted for posting a blurry photo from the latest iPhone, as he did during the 2016 Super Bowl.
Sure, make fun, take him to task. But don’t complain about your Beats headphones on this particular thread.
A look back on some of Cook’s social issue tweets shows a similar pattern of responses. Some joining him in conversation, others replying with dumb comments.
Twitter is also powerful in all it reveals.