To be clear, Apple will still likely be opening a few stores on Thanksgiving, including the flagship store on 5th Ave in New York, which is open every day of the year. But, Cook has decided to ignore recommendations from Apple's marketing directors who wanted to open as many as 8 additional stores on Thanksgiving, citing the significant loss in revenue that Apple would face by not opening more stores.
However, Tim Cook has decided that it is more important for Apple employees to spend the day with family and has decided to veto the plan. There are rumors that the salary bonuses of marketing directors are tied to revenue, which would have been a more selfish reason to open more stores. Tim Cook also took the time to praise his employees, saying: