You're getting crushed if you're an Apple ( AAPL) bear -- and expect the crushing to continue, Jim Cramer said in his Wall St. Confidential video on Wednesday.However, still be careful if you're thinking about buying it. At any given time there are stocks that are key to the market, he said, and right now Apple is the key because "it is the most identifiably interesting stock to the market." Cramer said he believes the public can easily overwhelm the bears if they "train their sights on Apple." He called the moment when Main Street gets involved with the valuation of a stock "remarkable" and pointed it out that it doesn't happen very often. "Apple is not innovation, it's brand cachet," Cramer said. "A lot of people who run money don't understand the power of this brand because it is a transcendent brand and we haven't seen a lot of those." When Wall St. Confidential host Aaron Task asked whether Cramer would recommend holding Apple here, Cramer said he sees too much short-term enthusiasm because of Apple's new product. "The risk here is that Apple is on the backs of the short-sellers," he said. "I would sell some of the stock right here." This is a no-rules game and it's very easy to craft a series of very well-grounded lies to get a stock down," Cramer said. "I suspect that will have to happen because the bears have a business to run, too."