Some people expect one to be a saint and be totally flawless if one preaches something. They see the preachers as hypocrites otherwise. The classic "but what about ... <another unrelated issue>".
In fact, for some, even saints are not good enough. Mother Teresa gets called on her mis-deeds all the time if you point anything good about her. Gandhi gets called on for his personal relationships etc.
I think if you preach about something you first should clean your own house. For example I would have liked Cook to address the recent keyboard problems openly or discuss the TouchBar that nobody seems to like. I feel like he is opportunistic in the sense that he talks loudly about things that are of less concern to his company and make his competition look bad. That's good business but I don't think he should get much credit for doing it. I am sure he would have no qualms about selling out his users if it fit his business.
Extended warranty is bullshit if you have to waste time going to the Genius Bar and then having your keyboard break after the warranty. That was the minimum possible thing they could do to avoid lawsuits.
I think there is something to be said that you shouldn't be a hypocrite if you speak out publicly about something. For example it really bothers me when people like the U2 singer talk about climate change while flying around in private jets. Or people that glorify/use the military while not having served themselves or anybody in their family.
If you preach something you should make the same sacrifices you ask others for.
Mother Theresa's saintly work involved providing healthcare for the indigent and overlooked. Her criticisms involve withholding pain relief from those people for religious reasons.
That's not an unrelated "whataboutism?" It directly criticizes the action being praised.
In fact, for some, even saints are not good enough. Mother Teresa gets called on her mis-deeds all the time if you point anything good about her. Gandhi gets called on for his personal relationships etc.