Bullcrap...it's all about the ROI...but that's not a bad thing! All these green initiatives, supplier responsibility programs, etc. enhance apple's image and, in turn, increase profits. The fact that everyone on this forum is lauding Tim's behavior is proof that these programs improve Apple's image. Tim's response was brilliant, since it gives the impression that Apple puts people over profits.
And maybe they do...and I'm not saying that Tim doesn't genuinely care about the environment and humane issues. I'm saying that, in addition to the positive impact on environment and treatment of human beings, there is clearly a business incentive behind these programs.
It's more proof that profit-driven businesses are incentivized, by profit, to do the right thing. Of course, it is pretty much impossible to definitively calculate the ROI on such programs, which is why narrow-minded, conventional business practices would dictate that such programs are not worth implementing. As a result, these conventional businesses would lose in the free market against those like Apple.