Same as Jobs (and any other CEO): profit.
Cook also seems to have a personal interest (how sincere he is is something we can only guess) in privacy, human rights and security so that, at least, is a plus. Also, Apple is doing really well financially and, as I keep saying, their latest iPhones and iPads are some of the best devices in Apple history, iMac is also amazing, screens are great, sound team is great, their CPU team is off the charts, services are doing well, Watch is becoming something really good - I'd say Tim is doing his job really well.
Meanwhile, people cant get their MacBooks repaired without paying a crazy sum of money. Or they even get scammed by "Geniuses" that their MacBooks cant get repaired and they need to buy a new one, because profit.
iPhones dont ship with fast chargers, even when this is more or less industry standard these days, because profit.
MacBooks ship with only USB-C ports since apple can make alot more money by selling dongles, because profits.
iPads are cheaply engineered and are bending easily, even though Apple has plenty of experience when it comes to this, yet they dont acknowlede this problem, because profits.
Prices of phones, tablets, PCs have skyrocketed in the last clouple of years to the point where Apple has to now spam people's phones with notifications aboout XR's on sale, because profit.
And let us not forget the intentional slowing down of older iPhones so people would buy a new one sooner, because profit.
Sure, kudos to Tim Cook for making Apple most profitable company in the world, but at what cost and for how much longer? People are getting sick and tired of Apple's practice, and those who still insisit with Apple get but raped by their Geniuses and Apple's shady policies when they bring in their Macbooks for repairs, because they are poorly engineered and keep braking down for most bizare reasons. Apple, in the eyes of customers, is on good road to become what Microsoft was back in the 2000's.
Tim Cook NEEDS to go, he's been steering Apple in to completely wrong direction.
Now all i'm waiting for is a YouTube video by Rene Richie crying to the world how everything that apple does is ok and fine and we should understand that.