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TheStreet Open House

Apple: At Least Tim Cook Doesn't React Like Hysterical Media Members

Stocks in this article: AAPLINTCNOKMSFTAMZN

Arora, who I think is actually an AAPL bull, thinks the timing of an announcement is material. Did it really mean much when Apple, Nokia (NOK), Microsoft (MSFT), Amazon.com (AMZN) and others jockeyed for position last year to introduce smartphones, tablets and such? We made a semi-big deal of it at the time, but, of course, that too, ended up noise dressed as little more than media fodder.

Intel's "announcement," via All Things D, essentially gave us more color on the company's new division, Intel Media. I'm impressed, if only because the division's leader, Erik Huggers, comes off sharp as a tack.

But, did anybody ever think that Apple has ZERO plans to do what Intel is doing? Maybe it's actually building a brand new television, completely separate from programming and the cable/satellite model? A television you hook into your new Intel set-top box just as you do your current Apple TV or Roku Player.

Remember, don't let David Einhorn or even Tim Cook fool you -- Apple is not a software company; it's a hardware company. It wins because it builds beautiful hardware -- with top-notch design -- that provides the best user experience. Why bother getting into this mess of content negotiations when you can do a television -- a piece of hardware -- that is premium-priced and blows everything else away just like iPod did to the Walkman, iPhone did to the mobile phone and iPad did to the PC laptop?

With all of this going on, there's zero chaos at Apple. They're not freaking out over there. You simply have media members -- and many of them are "members" all right -- trying to make something out of nothing. That's their gig. I get it. But it's detached from reality.

We're nowhere near the point where we should associate words such as "save" and "hosed" with Apple's prospects or be concerned that it didn't sort of announce something sooner than somebody else. In fact, we shouldn't even waste our time entertaining such nonsense.

Tim Cook and the rest of Apple doesn't. And that's really what matters. After all, through the hysteria, a relatively steady hand at Apple has been one of very few constants.

-- 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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