Keep in mind when a stock is trading the original company doesn't get any of that money unless they have shares.
What Cook is saying is that Apple is in the enviable position of being to make long term plans. Not every decision can immediately be boiled down to an ROI calculation, but that's what short term thinkers want.
For example, how much has Apple invested to develop this E2E system (the tech, support, etc...), and what is the ROI? IMO, over the long term it should have a positive ROI, even if I can't draw a direct link from quarter to quarter right now.
What Cook is saying is that Apple is in the enviable position of being to make long term plans. Not every decision can immediately be boiled down to an ROI calculation, but that's what short term thinkers want.
For example, how much has Apple invested to develop this E2E system (the tech, support, etc...), and what is the ROI? IMO, over the long term it should have a positive ROI, even if I can't draw a direct link from quarter to quarter right now.