The piece is remarkably focused on the self. 6.7% of the words in the piece (54 of 801) are "I", "me", "myself" or similar. Over of 75% of the sentences (31 of 41) are self-referential, and all 10 of the paragraphs contain a reference to the writer. This would be expected, since the piece is about Cook's own sexual orientation, but it does seem to contrast with the moral reasons he includes for writing this piece, and for publishing it at this time, which he states is to follow Dr. Martin Luther King's challenge of "What are you doing for others?" Cook appears to be writing this for himself.
The nod to MLK would be in keeping with the Apple branding campaign "Think Different." This campaign is referenced again in the final paragraph, as Cook pairs MLK with RFK, adding in Robert F. Kennedy and making reference to the posters of both men that adorn the office space at Apple's headquarters. Cook doesn't "pretend that writing this puts [him] in their league."
What league are these two prominent public figures both members of?
Well... not only were the lives of both MLK and RFK stopped short by the bullet of an assassin, but the period between these two tragic events includes a memorable eulogy of Dr. Luther's life given by Robert Kennedy shortly after the first of these two murders.
Assassination is arguably the most prominent connector between the lives of these two men in the public's memory of them. Search for "dr martin luther king AND robert f kennedy" on Google. On the first page of results the word that appears most often (after filtering out their names) is "assassination".
american (2) announcing (2) assassination (10) death (9) en (2) fordham (2) ihb (2) marker (2) news (2) nov (2) npr (3) rhetoric (2) speech (7) statement (4) video (2) wikipedia (5) youtube (2)
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What does this mean? The combination of the self-focused nature of the editorial and the inclusion, out of many impressive choices, of two famous persons that are persuasively linked by assassination makes it possible that Tim Cook hopes the public announcement of his sexual orientation will put him in the crosshairs of an assassin and thus earn him a spot in the vaunted ranks of revered, deceased pop-celebrities.
Perhaps this is how Cook intends to step fully out of the shadow of his predecessor...