"Beyond the obvious targeting of Apple," he said, "the most profound and harmful effect of this ruling will be on investment and job creation in Europe."
Somehow, this doesn't quite have the tone of a new toned-down Apple.
At heart, Cook is perhaps banking on Europe's own disarray to maintain Apple's image as the (slightly more) wholesome entity in all this.
The UK has decided it's had enough of the EU, the Greeks only wish they'd never joined and the whole European project looks like something a management consultancy thought up -- shortly before it took its fee and watched the whole mess unravel.
Still, the one thing you know with Europe is that things tend not to get settled or solved quickly. Apple might get buried in this legal quagmire for some years.
It must secretly hope that more tech companies get dragged in with it. For company and for a certain obfuscation of who is the accused.
Otherwise, the EU will work hard to paint Apple as the very ugliest -- and the most profitable -- example of insatiable corporate gobbling.
Perhaps consumers don't really care about these transnational affairs. Perhaps the EU is, for them, just another bureaucratic institution trying to claim a purpose.
But as Cupertino is being accused of a sudden lack of imagination, as luminaries such as Salesforce CEO Marc Benioff seeming to suggest that Apple is far behind Samsung, Apple would prefer not to be seen as big, bad and wolfing down profits wherever it can.