Interesting blog post from music veteran Bob Lefsetz: http://lefsetz.com/wordpress/index.php/archives/2013/01/16/perception-3/ I agree with pretty much everything he says. Apple needs to start controlling their narrative better and I don't know if Cook is the guy to do it. Someone else - maybe Schiller or Ive - needs to be the spokesperson for th company. Apple's stock is down 30% over the past few months in large part due to perception not reality. It's frustrating to see Apple just sit there and take it. Even if they have a blowout quarter, if their guidance is the least bit soft (and it will be because they always provide conservative guidance) the stock will get hammered. Because Q4 earnings is reality and these days it's all about perception with Apple, not reality. What I find really reprehensible though are these negative rumors coming out right before earnings release when most companies go quiet because they don't want to do/say anything that could be perceived as as trying to influence the stock. Neither one of those rumors has any hard facts in them, they were based on unnamed sources and conclusions were drawn that likely had not basis in fact. And they obviously knew that a week before earnings release Apple wasn't going to comment. I don't think it's a coincidence that AAPL ended Friday at $500. Somebody's making a lot of money off of the Apple FUD going around right now.