That's the Apple mystique. It's part of the Apple culture we feared we would lose when Steve Jobs died. And it's a critical element -- one of the elements -- of Apple's success. I'm concerned because it seems most people don't share my worries regarding image. If it ends up that Tim Cook and Apple management have become less obsessed with image, I could quickly move from concerned to alarmed. At day's end, Apple must distance itself from mediocrity, not strengthen associations with it. Follow @rocco_thestreet -- Written by Rocco Pendola in Santa Monica, Calif.