The CEO is ultimately following the direction of the board though, right? That kind of makes it the board's responsibility. The CEO is just the public whipping boy who goes on TV and is stuck making keynotes.
It was Cook’s suggestion to the board. From the proxy statement:
“The Compensation Committee evaluates and makes compensation decisions prior to the start of each fiscal year. The results of the 2022 Say on Pay advisory vote led to broader shareholder engagement on executive compensation in 2022 of approximately 53% of institutional shares held. The Compensation Committee balanced shareholder feedback, Apple’s exceptional performance, and a recommendation from Mr. Cook to adjust his compensation in light of the feedback received.”
