Well, not all publicly-held companies make maximizing shareholder value their first or only priority. For example:
The values that guide our decision-making are spelled out in Our Credo. Put simply, Our Credo challenges us to put the needs and well-being of the people we serve first. Robert Wood Johnson, former chairman from 1932 to 1963 and a member of the Company’s founding family, crafted Our Credo himself…
www.jnj.com
and
As we pursue our mission, we’re guided by our culture and a set of principles that ensure we never forget what we stand for. Learn more.
www.blackrock.com
Further, a business' strategy should serve its mission and priorities. So loss prevention and anti-fraud measures are not necessarily opposed to shareholders' interests.
I agree, as somebody who makes their living in financial markets, that for-profit, publicly listed companies do have the obligation to provide an appropriate return to shareholders. But customers, employees, and communities need to be important as well to make a firm, to my mind, a good medium to long term investment.
Next, I'd say that Apple is one of the most attractive targets for fraud, especially for organized crime rings. The combination of high value products, mass luxury brand positioning, global presence, and ease of fencing stolen products and payment instruments make Apple a much, much more productive place to attack than most other retailers.