An excellent example of this phenomenon is the behaviour of Tim Cook, successor to the late Steve Jobs at the helm of Apple which, until recently was the largest company in the world by market capitalisation. The approach of Jobs to the company was legendary – product innovation and market growth. Now hitting some troubled waters, Tim Cook has opted for share buybacks, lifting earnings per share and share value. He has spent $110 billion on share buybacks, $43 billion on dividends and debt has skyrocketed to $63 billion.