"Under [Tim] Cook's leadership, Apple is now using 100 percent renewable energy in the U.S. and China, and it's worked to improve conditions at its manufacturing plants in China."

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In many ways, Apple CEO Tim Cook has been saying that and more for many years. He's said you don't have to choose between doing good and doing well. But only a few dozen people were lined up outside the Apple Store in San Francisco. That's nothing compared to the hundreds and thousands that line up for new products. Cook is taking a gamble here.

— Laura Sydell