NEW YORK ( TheStreet) -- For weeks, I have heard people suggest Apple ( AAPL) should buy Twitter. Some even spew this fairy tale as more than a suggestion. It's presented as binary: Either Apple wants to buy Twitter and it does or Apple doesn't want to buy Twitter and allows it to stay independent.As if Dick Costolo is some tool who has no say in the matter. If it were possible, Twitter should buy Apple. Or, better yet, Apple should lure Costolo or Jack Dorsey over to replace Tim Cook as CEO. Now, we're talking. Because, if Apple ends up in control of Twitter it might just take one of the best Internet/technology companies in the world and run it into the ground. On the flip side, sooner rather than later, you will not think I'm nuts for suggesting Tim Cook's time has come. Apple needs a fresh, young or young-at-heart visionary in place, not a supply chain rocking MBA. Consider Twitter Music. Out today, it's something Apple probably doesn't want to pull off, but likely could not execute as well as Twitter if it tried.
Apple will not do this, at least not if it sticks to tradition as a relatively closed self-serving ecosystem. And, the worst part is that, if it tries there's no way in the world Apple -- sub-par as a software and services company -- can match Twitter Music's quality. Twitter made a statement with Thursday's release, even if it wasn't Costolo's intention. It rolled out a platform that will be instantly useful to many of its millions of users while strengthening key partnerships and sending the message to a stagnant music industry that it needs to shed its arrogant and stodgy old guard ways. And, most importantly, it did it with the type of pomp and circumstance a lost Apple no longer appears capable of mustering. A preview last Friday that you couldn't log into and then an announcement on national television Thursday morning. Then the product rolls out online to be followed by, interestingly, an iOS app. Apple can learn from Twitter. Simple as that. If it somehow manages to buy it, it will end up a disaster, relative to the impressive trajectory Costolo has Twitter set on right now. Follow @rocco_thestreet -- Written by Rocco Pendola in Santa Monica, Calif.