Not all the shareholders oppose it. The image of the company "doing the right thing" would be favorable to its shareholders. In fact, the same article suggests

Not all the shareholders oppose it. The image of the company "doing the right thing" would be favorable to its shareholders. In fact, the same article suggests that apparently many of them agree with Cook: > "If that's a hard line for you," Cook continued, "then you should get out of the stock." > As Danhof sat back down, the audience applauded.