Why would Apple allow senior executives to do any AAPL stock sales outside of a 10b5-1 plan? Why would a senior executive ever sell company stock outside a 10b5-1 plan? That just seems like asking for trouble. The safe thing to do once you reach a certain level is to do all stock sales of company stock through 10b5-1. Anything else is just stupidly opening yourself up to charges of insider trading.