The angry Cook wasn't responding to the proposal but to the NCPPR rep who asked questions with the intention to stir the pot after the board already rejected the proposal.
> During the question and answer session, however, the NCPPR representative asked Mr. Cook two questions, both of which were in line with the principles espoused in the group's proposal.
> The first question challenged an assertion from Mr. Cook that Apple's sustainability programs and goals—Apple plans on having 100 percent of its power come from green sources—are good for the bottom line. The representative asked Mr. Cook if that was the case only because of government subsidies on green energy.
> Mr. Cook didn't directly answer that question, but instead focused on the second question: the NCPPR representative asked Mr. Cook to commit right then and there to doing only those things that were profitable.
Pushing the CEO to commit to a promise to only do things that are profitable is a nice way to change the whole tone of the conversation. The NCPPR rep could've asked it differently without demanding something from the CEO.
> During the question and answer session, however, the NCPPR representative asked Mr. Cook two questions, both of which were in line with the principles espoused in the group's proposal.
> The first question challenged an assertion from Mr. Cook that Apple's sustainability programs and goals—Apple plans on having 100 percent of its power come from green sources—are good for the bottom line. The representative asked Mr. Cook if that was the case only because of government subsidies on green energy.
> Mr. Cook didn't directly answer that question, but instead focused on the second question: the NCPPR representative asked Mr. Cook to commit right then and there to doing only those things that were profitable.
Pushing the CEO to commit to a promise to only do things that are profitable is a nice way to change the whole tone of the conversation. The NCPPR rep could've asked it differently without demanding something from the CEO.