You can never lose money when taking a profit. Most definetly not what I would call an idiot. Besides, if you sold at 35, now you can get back in (due to the split) at the same price you sold.
A stock split does nothing, effectively, to those who own the stock. It does:
1. Make it more attractive to investors - both mom and pop as well as pension fund and instituional investors. Mom and pop because the price is no longer $70 per share, but rather $35 per share and "appears" more afforable. For institutional investors it becomes more attractive because it affects the companies P/E (price of the stock to earnings of the company). Apple is sitting at a P/E of 63, high for the sector and why some large investors won't buy. A lower P/E ratio will help, although some still think it will be too high, but at least it will be closer in line to others in the industry.
2. Indicate the company thinks it is doing well. This is like getting insider information because if Jobs is happy with twice the stock, he must have some reason for it - thus, he would hope the price would continue to increase. There does seem to be some "theoretical limit" on wall street where very few stocks trade over $100/share. They do exist (Berkshire Hathawy is one 'A' shares trade at $90,000 a share, and 'B' trade at $3,000/share), but are generally not good for companies who are growing.