Under [Tim] Cook's leadership, Apple is now using 100 percent renewable energy in the U.S. and China, and it's worked to improve conditions at its manufacturing plants in China.

Looking back at Tim Cook's public appearances in the last few years makes the standoff with the government look almost inevitable.

The Washington Post speaking out against state legislation that he believed would let businesses deny services to gay, lesbian and transgender people. [Tim] Cook himself came out as gay in the pages of Bloomberg Businessweek.

The FBI wants Apple to write software code to help it break into the iPhone. Apple doesn't want to say this. Andrew Crocker, an attorney with the Electronic Frontier Foundation, or EFF, a digital civil rights group, says the government can't make you say what you don't believe. He looks to a Supreme Court case that began in New Hampshire.

The relevant part of the First Amendment here prohibits the making of any law, quote, "abridging the freedom of speech." And it's pretty well-established that speech comes in many forms.

Under [Tim] Cook's leadership, Apple is now using 100 percent renewable energy in the U.S. and China, and it's worked to improve conditions at its manufacturing plants in China.

Even under Apple founder Steve Jobs, the company did emphasize values. Remember the Think Different ad campaign that used pictures of the Dalai Lama, Amelia Earhart, Mahatma Gandhi? But Jobs focused on the integrity of Apple's products.