I'd like to see a Cook be a little less political. A good example is Apple's most recent shareholders meeting where Cook got a question on only doing things where there is a clear return on investment. He got angry and told people who don't agree to get out of the stock. He easily could have explained why he believes the things Apple does are good for shareholders.
I thought it was actually a very important message that Tim Cook gave in that case. Apple was/is known for driving a hard bargain on parts and quality, and certainly their accountants know how to sharpen their pencils. But, Cook gave a very strong message that while Apple knows how to drive a hard bargain, they are not going to sacrifice "quality" in the broad sense, which includes "green" initiatives, accessibility initiatives, etc., to the bean counters. And actually, that is a very important message to both customers and shareholders that Apple is not going to make the same mistake that, e.g., Dell did. The reason that it became "political" is that certain people with an upside down climate agenda wanted to make it "political".