Tim Cook is a business school type thinker. He is an accountant. He makes his business decisions as a pure profit maximization game, increasing profit margins and eeking out as much money from the market as he can. The problem with this type of thinking is that it ignores the subtle realities of the Apple computer market. Macs specifically have been perceived by many as "professional" machines. Graphical designers have used OSX because it has been a reliable and relatively trouble-free platform on which to create. Software developers have often used Macbooks to develop on because OSX is a fairly polished Unix platform (though they likely often use virtual machines). Myself, I have enjoyed using Macs because of features such as the outstanding integration of the pdf format into OSX. I often use Preview's ability to take vector based snippets of a pdf file. Doing this on other operating systems is impractical, but on OSX you just draw a box around a pdf graph, choose "copy", and then "New PDF from Clipboard". In other OS environments, you can only copy a bitmap version, but on OSX, you get the actual vector version.
Most users probably don't use this pdf feature. However I find it essential. Under current management, because few users make use of OSX advanced pdf features, it might be seen as something that can be neglected or removed. If they removed it, then I would lose much of my enthusiasm for OSX. And my enthusiasm matters, because I often pass that enthusiasm onto my students. In 2007 my enthusiasm for OSX resulted in at least 20 new Macbook purchases that I am directly aware of. As OSX shifts to MacOS and seems to go towards merging with iOS, I find my enthusiasm begin to wane.
As Apple continues to assert more and more control over how I use my machine, on the apps that I install and the settings I can change, I find I am becoming increasingly against the agenda of Apple. I believe that our computers should be Turing Complete, that we should have full control over our devices. My students are more likely to hear me grumble about my Mac than to wax poetic about its unique capabilities. Tim Cook doesn't seem to realize the importance of users like me. In my own localized way I had an outsized contribution to Apple's explosive growth in 2007-2010; I see 200+ students every year, and my enthusiasms and views rub off on many of them. Apple's seeming assumption that they can ignore the tails of the bell curve of their user base is short-sighted and in my opinion will eventually compromise Apple's valuable brand image.