As Tim Cook has indicated in recent days, Apple could very easily slum it like Google and Samsung. Dilute the living snot out of their product and OS, spreading it as thin as a layer of $39.99 per pound brie on a ham sandwich. But it won't. So, plenty of lame rumors out there, but nothing from Apple. Nothing I attach much, if any, validity to. Just like Apple did the right thing with iPad mini -- keeping the quality high and the price at a premium -- it will with whatever it has in the pipeline. I know this. Many of you know this. We see the ubiquity of Apple products daily. This company owns mindshare -- by a mile. That's what it's all about. Not cheap grabs of marketshare, which mean little to building and sustaining a truly special and dominant brand. But that's too rational for this market, the financial media and the tech world. It doesn't sell papers like the unsubstantiated Tim Cook is not Steve Jobs meme. And, let's be clear, I am one of the primary authors of that thesis; however, I talk the game alongside context, proper perspective and a reasonable timeline. I was at a Social Distortion concert over the weekend at the House of Blues on the Sunset Strip in West Hollywood. This diverse crowd of Harley Davidson types, people like me, punk rockers, mosh-pit freaks and young-to-old (some extremely California cool) music lovers -- practically all of them spent their evening taking pictures and/or using Facebook ( FB) on their iPhones. Some random kid next to me had a Samsung Galaxy, but his Dad was still using a dumbphone to send texts. The point is everybody's trying to tell you Apple's dead and Facebook's a dying fad, but, when you hit the streets and talk to your friends, you see the opposite. That's half the battle -- mindshare and social cachet. And, in Apple's case, you have a company putting up better numbers -- in an apparently disappointing quarter -- than any other company in the history of the world. But ignore all of that because ... Apple sucks.