Apple has become a highly profitable company under Tim Cook. If I speak from the perspective of a stakeholder, I would like him. Under his leadership, Apple has been effective in using virtue marketing to manipulate and exploit customers, emphasizing things like privacy, the environment, and various social causes, whether they actually believe in these things or not. In the current social climate, this strategy is smart and effective.
However, as a customer I do not like him. To me Apple has become cold, incompetent, and hypocritical. Many of their decisions are customer hostile, including product lineups and pricing. And its virtue marketing tries to make me believe that they are one of the good guys. I do not believe that for one minute. Apple is in it only for themselves. And this is what they should do as a business. Apple is not my friend. It's a business here to only make money. But then I also need to look out for myself as a customer.