@Rocco_TheStreet @bobby09 that is the more important part. Lifestyle marketing has to happen outside the six apple commercial per year— Nick Cicero (@nickcicero) June 17, 2013Here's the deal. Tim Cook is not Steve Jobs. Nobody is. So, yes, without a doubt, Apple must change. It has to. Because it can't be the same way it was under Jobs. That's just not possible. But change is not dividends and buybacks, an iPhone trade-in program, different size iPhones, multi-color iPhones and the false bravado we saw at the Worldwide Developers Conference. Apple must honestly consider what it lost when Steve Jobs went away and change in these areas. While it can still advertise on the back cover of magazines -- as it always has, with or without Jobs-- it can no longer get on the front cover. At least not the way it once did. Fortune's Adam Lashinsky wrote about this in his book, Inside Apple. Jobs took care of getting Apple the priceless and free advertising appearances on the front cover bring. Practically anybody can buy space on the back of the magazine; getting on the front cover consistently takes something special. As such, in the absence of this, Apple needs to think different. How do we create the spectacle like Jobs used to, but in our own way? That's what Jobs meant when he (reportedly) said, Don't ask what I would do, just do what's right. He didn't mean, throw everything I built the company on out the window and do it your way.