You're arguing that the action had some positive effects and therefore it was ROI positive. That doesn't remotely follow.

And most companies did NOT make the choice to be as accessible as Apple, which rebuts your theory that this was done only for the ROI.

Effectively you're so cynical that there's nothing Tim Cook could say or do that would convince you he was ever acting sincerely. It is comfortable to blame and rage but it is hardly good analysis.