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That some company is making money?
"Reaping the rewards of their earlier innovation" is literally his job.
I still don't get your point.
Apple is a public company. It's mission is not to impress @mjburgess but to make money for its shareholders, which they do really well.
Cook didnt add 2 tr, he collected it. If I plant a field of crops, water, grow etc. them and you turn up after my death to sell them -- who made the money?
Cook presides over a dying field he continues to reap without sowing.