????蒂姆?庫克能做的就是要求在美國全國廣播公司財經頻道（CNBC）上出鏡，而他只需要亮個相——哪怕只是稍微露個面——就至少能表明蘋果愿意探討規劃，闡釋企業文化并回應各方批評。

????還是這句話，喬布斯能對媒體玩隱身法，庫克可沒這個能耐。

????買件醒目的上衣。

????作為蘋果首席執行官，蒂姆?庫克主要問題的根源在于：他不是史蒂夫?喬布斯，而且也永遠成不了喬布斯。

????不知道為什么，庫克總覺得自己非要變成喬布斯的克隆才能受到尊重。但比起喬布斯的自命不凡、自信滿滿，庫克卻顯得呆板木訥、生硬牽強。

????喬布斯推介蘋果產品的方式早已名滿天下，他總是穿著那條牛仔褲和一件黑色圓領衫。庫克在發布會上則穿著牛仔褲和一件黑色的開領襯衫，顯然他相信把圓領衫換成襯衫意味著和過去訣別。

????但他想錯了。

????為什么不冒個險，買件藍色的運動上衣呢！只要是能和史蒂夫?喬布斯那讓人窒息的經典裝束不一樣就行。

????所以，盡管庫克做了不少好事，比如股票回購、派發紅利及擴大中國市場。但冷冰冰的現實卻是，人為因素致使蘋果股價滑坡，聲譽下降。而“人為”因素背后最難推卸責任的那個“人”恰恰就是這位新任首席執行官。

????蒂姆?庫克需要做回自己。他應該和媒體打成一片，改變自己的腔調和行頭，讓日益滿腹疑慮的財經界和公眾明白為什么他有資格接偉大的斯蒂夫?喬布斯的班。

????很快庫克先生就要和一位新股東共進午餐了，這就是深受愛戴又無比耐心的億萬富翁卡爾?伊坎，他的蘋果股票市值一度達到15億美元，這是他一個月前買下的。這兩位原本來打算探討再進行一輪蘋果股票回購，但經歷了本周的股價大出血后，伊坎可能要改變主意了。

????祝你們用餐愉快，先生們。（財富中文網）

????弗雷澤?賽陶擔任通訊咨詢師、評論員、作家和教師長達四十年之久。他在紐約大學教授公共關系學，也是普倫蒂斯霍爾出版社出版的教材《實踐公關學》的作者，該書目前已經出至第12版了。他還與人合著了《反思聲譽》和《高見》這兩本書。與他聯系可發郵件至[email protected]。

????譯者：清遠

????

????All Tim Cook would have to do is ask for airtime on CNBC, and his mere appearance -- even if he revealed little -- would at least indicate that Apple is willing to discuss its plans, explain its culture, and answer its critics.

????Again, Jobs could get away with media invisibility; Cook can't.

????Buy a blazer.

????Which leads to Tim Cook's primary problem as Apple CEO: He ain't Steve Jobs. And never will be.

????Somehow, Cook is convinced that he has to become a Jobs' clone to be respected. But whereas Jobs was cocky and confident, Cook is wooden and forced.

????Jobs famously presented Apple products, always dressed in jeans and a black turtleneck sweater. Cook presents Apple (AAPL) products in jeans and a black open-collar shirt; evidently believing that switching the shirt for the turtleneck suggests a break with the past.

????It doesn't.

????Why not take a risk and purchase a blue blazer! Anything to break the deleterious chokehold of the Steve Jobs' legacy.

????So while Cook has done some good things like stock buybacks and dividends and China expansion, the stark fact is that Apple's stock slide and reputational falloff are largely "man-made," and the "man" who deserves most of the blame is its new CEO.

????Tim Cook needs to be his own man. He should be accessible to the media, change his tone, change his look, and let an increasingly dubious financial community and public understand why he deserves to replace the great Steve Jobs.

????Soon, CEO Cook is scheduled to have lunch with his newest shareholder, the ever-lovable andeternally patient Carl Icahn, whose stake in Apple used to be $1 ? billion, when he purchased the stock a month ago. The two were originally scheduled to discuss another Apple buyback, but after this week's bloodletting, shareholder Icahn may have other things on his mind.

????Happy dining, lads.