There's nothing wrong with remembering your beloved ones on the anniversary of their death y'know... Perhaps you haven't lose a friend or a family member.
Yes, a friend or a family member. He was a friend of some people working for Apple, but that would a very few of them. So, again, a friend or family member, not one of the creators of the company you work for.
The current leader asking Apple employees to take some time to 'remember the "many ways Steve made our world better." '...
Maybe Tim Cook wants to start a cult?