For as much as Jobs did not manage to the stock price, he managed to the stock price precisely because he controlled the conversation. He owned the public discourse in a powerful, yet usually subtle way. Tim Cook has completely lost control of the narrative. Guys like Jeff Gundlach and David Einhorn dictate the pace. That's unheard of at Apple. The blame begins and ends with Tim Cook. Apple must act. It must act to regain control of the situation. If it's not prepared to do that with new and exciting products, it needs to point the reality distortion field away from itself and back at everybody else ... Now! Follow @rocco_thestreet -- Written by Rocco Pendola in Santa Monica, Calif.