NEW YORK ( TheStreet) -- As I explained earlier this week, there's some really horrible Apple ( AAPL) coverage making it to air. Really bad. Clueless. Brainless. No substance. No context. An absolute insult to our intelligence.Even if you're not an Apple fanboy, fangirl, product lover, shareholder or iPhone/iPad data hog, this should concern you. Not quite to the level of the State controlling the media in China or Keith Olbermann searching for a gig, but pretty damn close. The real problem is the no context part. We get Bushian dichotomy when certain segments of the financial media "analyze" Apple. Sure, there's the Will Apple live or die? Either/Or ... Okay, Okay ... We'll stop down and watch it just one more time: But it's more than just this one example. Granted, that clip makes the ideal poster child of ineptness, but Betty Liu is hardly the only guilty party. How many times do you hear people reference "market share" and the growth of Google's ( GOOG) Android platform as evidence of Apple's demise? Too often. It should never happen. When it does, make no mistake, you're witnessing a wholesale misunderstanding of Apple. I enjoy seeing market share data as much as the next guy:
Gartner also measured sales by mobile operating systems and found that nearly 70% of all smartphones purchased in the fourth quarter of 2012 ran on Google's Android OS and about 21% used Apple's iOS ... 3.5% of phones ran on BlackBerry (BBRY), 3% on Microsoft's (MSFT), 1.3% on Samsung's Bada featurephone OS, and 1.2% on Symbian.But it serves to further pollute the waters vis-a-vis what Apple is about. We'll see how he decides to proceed, but, for the time being, it appears Tim Cook is more like Steve Jobs than many of us gave him credit for at the outset.
Granted, I don't agree with some of his moves, but Cook is who he is. He's a nice guy. Jobs, reportedly, wasn't. And, as a nice guy, he's going to run the company differently. As much as that, in some respects, concerns me, I can do nothing but accept it. And, frankly, I root for nice guys to win. I admire Jobs, but if I had to pick friends, based on what I know, I would go with Cook first. At Apple's core, Cook looks as focused, committed and even stubborn as Jobs. For whatever reason, the media glosses over so much of what Cook had to say on Apple's most recent earnings call and at this week's Goldman Sachs' powwow.
Apple would become the Toyota ( TM) Prius of the mobile, laptop and desktop world. You know - you can't afford a Tesla ( TSLA) Roadster or Model S so you buy a Prius because you can say, "Look at me. I drive what Hollywood celebrities drive."