That’s a long-standing philosophy of Apple, from Steve Jobs. Tim Cook may be the voice and face of Apple right now, but the company still belongs to Steve Jobs, as he set up a ten-year plan to keep Apple on track for long after he was gone.
Sounds like another far-seeing character from beyond the grave
Tim Cook is also a CEO, so he answers to Apple’s board of shareholders, which can vote him out of being CEO if they wish. I mean, the board did vote out Steve Jobs in the past, before welcoming him back in when they were grasping for anything to reverse their downward spiral. I am pretty sure that Cook wants to stick with Steve Jobs’ general plan, because that was what the shareholders want, AFAIK.