I believe these people are clever to include Apple in the mix.Look at Waze they said a few big boys are interested and some dumb f*^%s, er rich boys gave them a billion bucks.Nothing like dropping names to get notice.
Perhaps in future Apple should follows google and stop giving out guidance because whatever they do is just not right inspire of making a profit of $13b. Perhaps in WS eyes all the tech companies are also in Apple's league that is making billions in profits, sadly not so.
Guessing from your reply you know better than those guys at Apple on what to do. Why not tell us what you would do if you are Tim Cook. Try not to reply the same crap as new products which we all knw sort of.