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Cheaper Apple iPhone Would Trigger Tim Cook's Departure

Apple could do plenty of things to make money and open new markets. In the near-term, there's no question the approach would work. With scant competition, Apple will only lose if it beats itself.

Moving away from the core ideas that Steve Jobs cemented as Apple's foundation will not kill the company today, tomorrow or even next year. That's why any mass selling in Apple comes at least a year too soon. However, if you're thinking long-term here, be afraid.

Do not discount the power of Apple as a no-compromise provider of relatively expensive, high-end products. There's something to be said for the fact that not everybody can afford the things Apple makes. Or that some have to settle for an iPod Shuffle. This doesn't sit well with the humanitarian in me, but that person also thinks we have more important issues to worry about.

As an investor, as a follower of companies, as a not-too-geeky tech geek -- from that perspective -- I shudder to think of the mess Tim Cook will find himself in a year or three from now if he effectively spits on everything Steve Jobs built at Apple.

--Written by Rocco Pendola in Santa Monica, Calif.

Rocco Pendola is TheStreet's Director of Social Media. Pendola's daily contributions to TheStreet frequently appear on CNBC and at various top online properties, such as Forbes.
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