????蒂姆?庫(kù)克能做的就是要求在美國(guó)全國(guó)廣播公司財(cái)經(jīng)頻道（CNBC）上出鏡，而他只需要亮個(gè)相——哪怕只是稍微露個(gè)面——就至少能表明蘋(píng)果愿意探討規(guī)劃,，闡釋企業(yè)文化并回應(yīng)各方批評(píng),。

????還是這句話,，喬布斯能對(duì)媒體玩隱身法，庫(kù)克可沒(méi)這個(gè)能耐,。

????買(mǎi)件醒目的上衣,。

????作為蘋(píng)果首席執(zhí)行官，蒂姆?庫(kù)克主要問(wèn)題的根源在于：他不是史蒂夫?喬布斯,，而且也永遠(yuǎn)成不了喬布斯,。

????不知道為什么，庫(kù)克總覺(jué)得自己非要變成喬布斯的克隆才能受到尊重,。但比起喬布斯的自命不凡、自信滿滿,，庫(kù)克卻顯得呆板木訥,、生硬牽強(qiáng)。

????喬布斯推介蘋(píng)果產(chǎn)品的方式早已名滿天下,，他總是穿著那條牛仔褲和一件黑色圓領(lǐng)衫,。庫(kù)克在發(fā)布會(huì)上則穿著牛仔褲和一件黑色的開(kāi)領(lǐng)襯衫，顯然他相信把圓領(lǐng)衫換成襯衫意味著和過(guò)去訣別,。

????但他想錯(cuò)了,。

????為什么不冒個(gè)險(xiǎn)，買(mǎi)件藍(lán)色的運(yùn)動(dòng)上衣呢,！只要是能和史蒂夫?喬布斯那讓人窒息的經(jīng)典裝束不一樣就行,。

????所以，盡管庫(kù)克做了不少好事,，比如股票回購(gòu),、派發(fā)紅利及擴(kuò)大中國(guó)市場(chǎng)。但冷冰冰的現(xiàn)實(shí)卻是,，人為因素致使蘋(píng)果股價(jià)滑坡,，聲譽(yù)下降,。而“人為”因素背后最難推卸責(zé)任的那個(gè)“人”恰恰就是這位新任首席執(zhí)行官,。

????蒂姆?庫(kù)克需要做回自己。他應(yīng)該和媒體打成一片,，改變自己的腔調(diào)和行頭,，讓日益滿腹疑慮的財(cái)經(jīng)界和公眾明白為什么他有資格接偉大的斯蒂夫?喬布斯的班。

????很快庫(kù)克先生就要和一位新股東共進(jìn)午餐了,，這就是深受愛(ài)戴又無(wú)比耐心的億萬(wàn)富翁卡爾?伊坎,，他的蘋(píng)果股票市值一度達(dá)到15億美元，這是他一個(gè)月前買(mǎi)下的,。這兩位原本來(lái)打算探討再進(jìn)行一輪蘋(píng)果股票回購(gòu),，但經(jīng)歷了本周的股價(jià)大出血后,，伊坎可能要改變主意了。

????祝你們用餐愉快,，先生們,。（財(cái)富中文網(wǎng)）

????弗雷澤?賽陶擔(dān)任通訊咨詢(xún)師、評(píng)論員,、作家和教師長(zhǎng)達(dá)四十年之久,。他在紐約大學(xué)教授公共關(guān)系學(xué)，也是普倫蒂斯霍爾出版社出版的教材《實(shí)踐公關(guān)學(xué)》的作者,，該書(shū)目前已經(jīng)出至第12版了,。他還與人合著了《反思聲譽(yù)》和《高見(jiàn)》這兩本書(shū)。與他聯(lián)系可發(fā)郵件至[email protected],。

????譯者：清遠(yuǎn)

????

????All Tim Cook would have to do is ask for airtime on CNBC, and his mere appearance -- even if he revealed little -- would at least indicate that Apple is willing to discuss its plans, explain its culture, and answer its critics.

????Again, Jobs could get away with media invisibility; Cook can't.

????Buy a blazer.

????Which leads to Tim Cook's primary problem as Apple CEO: He ain't Steve Jobs. And never will be.

????Somehow, Cook is convinced that he has to become a Jobs' clone to be respected. But whereas Jobs was cocky and confident, Cook is wooden and forced.

????Jobs famously presented Apple products, always dressed in jeans and a black turtleneck sweater. Cook presents Apple (AAPL) products in jeans and a black open-collar shirt; evidently believing that switching the shirt for the turtleneck suggests a break with the past.

????It doesn't.

????Why not take a risk and purchase a blue blazer! Anything to break the deleterious chokehold of the Steve Jobs' legacy.

????So while Cook has done some good things like stock buybacks and dividends and China expansion, the stark fact is that Apple's stock slide and reputational falloff are largely "man-made," and the "man" who deserves most of the blame is its new CEO.

????Tim Cook needs to be his own man. He should be accessible to the media, change his tone, change his look, and let an increasingly dubious financial community and public understand why he deserves to replace the great Steve Jobs.

????Soon, CEO Cook is scheduled to have lunch with his newest shareholder, the ever-lovable andeternally patient Carl Icahn, whose stake in Apple used to be $1 ? billion, when he purchased the stock a month ago. The two were originally scheduled to discuss another Apple buyback, but after this week's bloodletting, shareholder Icahn may have other things on his mind.

????Happy dining, lads.