Another thing to note is that this isn't necessarily him coming out
From (sorry) GawkerRomantic interests: After Cook was profiled as a "lifelong bachelor" and "intensely private" elsewhere, we wondered if he might be gay. We've since heard from two well-placed sources that this is indeed the case, and it sounds like Cook's sexual orientation has been the topic of at least some discussion within the company. One tech executive who has spoken to multiple Apple management veterans about Cook was told executives there would support Cook if he publicly acknowledged his orientation, and even would encourage him to do so as he steps up his leadership role, but that they also had concerns about whether his coming out would impact the perception of the Apple brand.