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.

-- Written by Rocco Pendola in Santa Monica, Calif.
Rocco Pendola is TheStreet's Director of Social Media. Pendola's daily contributions to TheStreet frequently appear on CNBC and at various top online properties, such as Forbes.

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