The price of Apple is down to signal levels while the nasdaq is rising. Shares already came roughly from 705 to 440, more than 30 percent down already. That is a clear signal and happens every firm if it does nothing. Doing nothing in this case is the same as stating yes markets you have right. As long as management do nothing the share will fall down further. On the other hand trustlevels of the share are lying above 550 so if the management wants to earn back this trust level they have proof they can bring the company to a next level and therefor it has to do something.
Next difficult question ofcourse is what to do beside communicate. A payout to shareholders that waters the share, buy back like Buffet suggests, coming into the niche markets with great innovation. However if it does nothing a take over by Google for example comes closer to my opinion.
Everything is of course my personal opinion and point of view and no advice for buying or selling.