Firstly, Tim Cook is doing a GREAT JOB as Apple CEO. It isn't HIS FAULT that some seemingly illegal (should be) conspiracy to take his business down to benefit certain others with a dog in that race have become increasingly fabricated-ly off their rockers. I haven't seen bullsh*t pass of as "Journalism* ever. It's incredible that it can be legal.
However, secondly, I think the one area Tim Cooks MGMT has "failed" (THUS FAR) is in PR. Lots could have been done to maintain control. Either he/they don't care and just focus on the business, or they aren't doing their jobs in THAT regard.
Even things like when they announced the Dividend. WHY on the weekend of reporting blockbuster iPad sales? When the stock was flying? WHY do they have the ex-date and record date so close together? They aren't even trying to get people to hold the stock for long periods of time, which is the whole point of a Dividend (stabilization). Why just give their money away like that? Most companies make you hold for a long time to receive your Dividend (as it should be).
IF you're gonna step in the ring and play W.S games, then don't make it look like you're doing it carelessly, kicking and screaming. You have to feed those arrogant idiotic sharks, give them something to chew, or control and divert the conversation.
Tim should be guarding the $400's with his life and job, which is how I see it. However, he's allowed the sentiment to get so powerful, it literally has BECOME the Wall Street perception of Apple. And it DOES start to effect public perception of the company to some degree. I.e like my Brother who barely knows what "Stocks" are, brings up "What happened to Apple stock"? The media is on a jointed effort to make Apple sound "finished", "uncool", and it's bullcrap, but they're trying to convince one mind at a time, and succeeding on some of those who are ignorant enough to believe it.
I am not an Apple doomsdayer, I think the company is doing better than ever, innovating at the top of its classes, and iPhone 5 is a HUGE HIT, annihilating the lousy GS3 in sales, which the media CLAMORED over in that it wouldn't happen.... then when it did? Nothing, crickets. It's a fixed sentiment right now, largely payed for by the record-breaking anti-Apple media budget of those thieves, Samsung, and Apple is letting it get the best of them, all whilst they're doing INCREDIBLY, posting the best quarters in HISTORY OF THE WORLD, and T.C has done a REMARKABLE JOB of transitioning a company who just lost the most prolific CEO perhaps in history.
The only thing left is to regain control of the sentiment, and they have the FACTS to prove it, to fight off the FABRICATIONS of the naysayers. IMO, Apple needs to become more transparent. Not on products, but on PR. Also, they've let their advertisements get lost in translation. While Samsung is damagingly bullying them in ads (which IMO makes Samsung look even worse than those thieves already do, but unfortunately generates some mind-control of the ignorant), Apple has seemingly a small and soft media presence. They barely advertised iPhone 5, it's like they gave up on that phone and it STILL posted record results. They let Samsung take the media momentum and shift it back their way.