4. New media have changed the game. Anybody can say anything and the masses will believe it. The topic of Apple currently dominates this new media. There is no accountability or verification of sources like the old days. In such an environment, hidden agendas can be pushed endlessly without disclosure. On any given day, you will find 20 different articles written about Apple with 99% of the content being speculative in nature. The stock responds to this outside speculation in the absence of official clarification from the company.