Could this be Apple's finest hour?
Practicing what they have preached for years, putting their money where their mouth is, risking a lot of bad publicity.
It would have been so easy to back down at the start.
I remember the criticism Cook and Apple got for being outspoken on social issues, especially around discrimination and equal marriage. The argument being a company should keep out of governance, and just do their thing. And such a short time later we see how vital outspoken companies now are: defending the public against government encroachment on civil liberties and triggering a global debate that will probably wind up in the supreme court.
Whatever your opinion, Apple and Cook's steadfast commitment has to be admired.
I, too, greatly admire Cook's hard stance on this issue. I think it's the best thing he's done since he's been CEO.
However, it is quite different to his outspokenness on other social issues, and the reason for this is because those other issues have no effect on Apple's operations. This one does at a profound level.
With the lack of a replacement to the iPhone—no blame on Apple as such, just that these things only happen once in a blue moon—this civil liberty issue can be a way for Cook to create a renewed focus at Apple. It is right up his street as well, as it combines his love of politics with something that does actually affect Apple's day to day operations.