On Monday, I wrote about the wave of CEOs on TV following earnings reports and offered that keeping quiet after earnings can work too.
And then none other than Apple’s chief executive officer Tim Cook joins the movement by appearing on Jim Cramer’s Mad Money Monday night.
Why would he do this? Here’s two theories.
First, they really do worry about the price of the stock at Apple, and Cook’s appearance was an effort to rally the faithful. This seems unlikely.
More likely, it’s something like this: Apple management believes now is the time to introduce Tim Cook as his own man. Up until now, Cook has been perceived as Steve Jobs’ replacement. As shareholders and customers finally, sadly realize Steve Jobs can’t be replaced, there is a natural opportunity and risk for Cook. By trotting our Cook now, Apple is trying to manage the risk and capitalize on opportunity.