Cook's approach recently has been to make highly divisive statements about its competitors, rather than to stay on message.
I'd really like to see Tim Cook and Apple, generally, keep the message simple. Jobs's statement in 2010 sums it up nicely, in words that even non-technophiles can understand and digest:
"Privacy means people know what they're signing up for in plain english and repeatedly."
Instead, Tim Cook's using statements like the follow, which serve...