It's quite remarkable when something feels familiar and yet is new at the same time. That's the iPhone 5C.However, in theory, Cook did not impress. His choppy and seemingly uncomfortable presentation -- pretty much the opposite of the ones Jobs show-manned -- serves as a metaphor for what continues to hang over Apple. It's not that Cook isn't confident in what he has done, it's that he still doesn't appear to have a strong handle on what lies ahead. So if the stock is down on the same old elephant in the room -- Can Apple still not simply innovate, but move the needle with a brand new product like it did with iPod, iPhone and iPad? -- I get that. As happy as we should be with iPhone 5S and 5C, they do nothing to tell us that Apple, under Cook, can disrupt and reinvent another category ripe for the taking. While I'll probably own an iPhone (and iPad and Macbook) until the day I die -- in fact, I will take them to the grave with me -- that's not enough to keep Apple long-term dominant and a top performer on Wall Street. When buying an Apple product becomes routinely mundane, you know there's a problem. I buy beer every week. It's an experience I like, but I don't think twice about it. That time hasn't come yet for Apple's existing products, but, sooner or later, it will. It's simple, complicated, crazy and sane at the same time. Apple needs to enter an entirely new area of our life and make it better. Make it something we never imagined it could be. As Tim Cook explained at a recent conference, the living room might as well be a new area, given the lack of innovation there over decades. That's the sweet spot for Apple. A high-end television set blended with its set top box, a home theater compatible with existing Apple devices. That's where Apple can make it happen. And that's where I think it plans to make it happen. Not on your wrist, but in your living room. And that's why I refuse to count out Apple. Follow @rocco_thestreet -- Written by Rocco Pendola in Santa Monica, Calif.
Tim Cook Still Has a Serious Problem at Apple
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