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Apple, Hate and Refreshments That Don't Come in a Cup

Stocks in this article: AAPL

It's easy hack it up on a blog with patently false information. I mean I just took down an outright lie. And if you think I'm "mean and rude and obsessive" and "malicious" with regards to Apple, you're clearly "not overly familiar with" me.

Nothing Has Changed At Apple is probably the best and most clear illustration of my position on this company:

Apple remains present-day dominant. They do not need to be revolutionary with their current product line. I love my iPhone, iPad and Macbook with Retina Display. It doesn't matter to me if Apple sells 30 or 31 million iPhones or 14 or 15 million iPads in a quarter. Splitting hairs is a waste of time. That said, with the way Tim Cook runs the company -- counter, in so many ways, to Steve Jobs -- I'm concerned that Apple will not be able to maintain its dominance over the long-term ... or something worse.

As I survey the rumor mill ahead of Apple's September 10th event and upcoming pre-holiday product launches, I'm concerned. According to Bloomberg, here's what we have to look forward to this year:

The new iPhone will be unveiled at a Sept. 10 event, according to a person with knowledge of the plans who asked not to be named because the timing isn't public. Updated iPad models, including an iPad with a thinner body design and an iPad mini with a high-resolution screen will be unveiled later, two people said. Software for the devices, as well as for Mac computers, will also be revamped, Apple said in June.

More refreshments from Apple that don't come in a cup.

I don't think I'm crazy for reacting to Steve Jobs's tenure from iPod to the time he ceded control to Tim Cook, Cook's reign as Apple CEO and the uncertainty over what's to come with concern and healthy skepticism. In fact, you would be naive to think continued dominance/greatness under Cook is a slam dunk. Far from it.

But, make no mistake, I don't want to and probably will not buy a smartphone, tablet or laptop produced by a company other than Apple. I don't even require "refreshments" for the current product suite. If it ain't broke, don't fix it.

That said, I recognize that not everybody is like me -- a converted and now devoted user of all things Apple. The status quo or relatively minor tweaks to it simply will not cut it. Apple needs something meaningfully different really, really soon or consideration of Tim Cook's fate as CEO will be the lead story across media outlets. That's not an outlandish statement.

It's reality. I don't see any reason why the fluctuation of the stock, particularly when it comes from a Carl Icahn Twitter-fueled pump, changes the Apple narrative some of us have been debating, others have been misconstruing and many more have been discounting, filtering and denying.

-- Written by Rocco Pendola in New York City

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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