库克的自卫反击战怎么打？

    蒂姆•库克能做的就是要求在美国全国广播公司财经频道（CNBC）上出镜，而他只需要亮个相——哪怕只是稍微露个面——就至少能表明苹果愿意探讨规划，阐释企业文化并回应各方批评。

    还是这句话，乔布斯能对媒体玩隐身法，库克可没这个能耐。

    买件醒目的上衣。

    作为苹果首席执行官，蒂姆•库克主要问题的根源在于：他不是史蒂夫•乔布斯，而且也永远成不了乔布斯。

    不知道为什么，库克总觉得自己非要变成乔布斯的克隆才能受到尊重。但比起乔布斯的自命不凡、自信满满，库克却显得呆板木讷、生硬牵强。

    乔布斯推介苹果产品的方式早已名满天下，他总是穿着那条牛仔裤和一件黑色圆领衫。库克在发布会上则穿着牛仔裤和一件黑色的开领衬衫，显然他相信把圆领衫换成衬衫意味着和过去诀别。

    但他想错了。

    为什么不冒个险，买件蓝色的运动上衣呢！只要是能和史蒂夫•乔布斯那让人窒息的经典装束不一样就行。

    所以，尽管库克做了不少好事，比如股票回购、派发红利及扩大中国市场。但冷冰冰的现实却是，人为因素致使苹果股价滑坡，声誉下降。而“人为”因素背后最难推卸责任的那个“人”恰恰就是这位新任首席执行官。

    蒂姆•库克需要做回自己。他应该和媒体打成一片，改变自己的腔调和行头，让日益满腹疑虑的财经界和公众明白为什么他有资格接伟大的斯蒂夫•乔布斯的班。

    很快库克先生就要和一位新股东共进午餐了，这就是深受爱戴又无比耐心的亿万富翁卡尔•伊坎，他的苹果股票市值一度达到15亿美元，这是他一个月前买下的。这两位原本来打算探讨再进行一轮苹果股票回购，但经历了本周的股价大出血后，伊坎可能要改变主意了。

    祝你们用餐愉快，先生们。（财富中文网）

    弗雷泽•赛陶担任通讯咨询师、评论员、作家和教师长达四十年之久。他在纽约大学教授公共关系学，也是普伦蒂斯霍尔出版社出版的教材《实践公关学》的作者，该书目前已经出至第12版了。他还与人合著了《反思声誉》和《高见》这两本书。与他联系可发邮件至yusake@aol.com。

    译者：清远

    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 ½ 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.