This Day On The Street
Continue to site right-arrow
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

Apple Losing Control of Its Brand

Stocks in this article: AAPL BBY WMT TGT

NEW YORK ( TheStreet) -- I saw Tom Petty and the Heartbreakers play the 1,350-capacity Henry Fonda Theatre last week. Three people deep on the floor, watching Petty lead the band made me feel like I was in the presence of a legend.

No doubt I was. The Heartbreakers without Tom Petty cease to exist. On a similar, albeit much lower level, Journey became something other Journey without Steve Perry.

Obvious comparison, I know. But Apple (AAPL) became something other than Apple when Steve Jobs exited Earth and Tim Cook took over as the undisputed leader of the company Jobs built.

Obvious, but worth repeating because, no matter how many times we see evidence of Apple's demise under Cook, most people tend to discount the matter's significance.

We gave Jobs the credit of a legend when alive, but downplay his impact once he's gone. As if a different Apple can be the same great Apple Jobs ran.

It can't be. And, while we probably shouldn't expect Apple to remain exactly the same under Cook and without Jobs, we should do more to guard the latter's legacy and protect the company from spiraling towards run of the mill status.

I write this ahead of Apple's Worldwide Developers Conference (WWDC) because I am confident that nothing Apple announces there can possibly change the direction of the game. A game Apple once dictated but does little more than react to these days.

Another case in point. Something that helps illustrate the bigger picture better than anything we can possibly expect to happen at WWDC.

On a big Los Angeles radio station week, I heard a Best Buy (BBY) commercial run several times touting its Samsung experience store as "the next big thing." That's an obvious play on the Steve Jobs next big thing franchise. But it's also the not-so-subtle trashing of Apple's brand.

And Tim Cook, along with the rest of the company, stands by and lets it happen? This is the type of thing Jobs would have gone mad over. Lowly Best Buy promoting itself by effectively taking shots at Apple ! As in Samsung assume ownership of the next big thing from Apple.

I have argued that Apple should pull its products from most third-party retailers, particularly Best Buy, Wal-Mart (WMT) and Target (TGT). One man's opinion that certainly has valid counterpoints, but speaks directly to one of Apple's biggest problems right now -- its eroding image. It's increasing place as just another copycat.

My understanding is that these are Best Buy commercials, not Samsung spots. But, for the larger point, that really doesn't matter. When Best Buy can insult Apple in its advertising and get away with it, you know somebody (Cook) is either asleep at the wheel or unaware of what's important.

-- 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.

Select the service that is right for you!

Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!


DOW 17,804.80 +26.65 0.15%
S&P 500 2,070.65 +9.42 0.46%
NASDAQ 4,765.38 +16.9840 0.36%

Brokerage Partners

Rates from

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs