庫(kù)克的自衛(wèi)反擊戰(zhàn)怎么打？

????我可以打包票，蒂姆?庫(kù)克是個(gè)極其能干、出色的企業(yè)領(lǐng)導(dǎo)人，也是個(gè)絕對(duì)的好人。

????不過(guò)，對(duì)于擔(dān)任全球最受尊敬的高科技公司首席執(zhí)行官一職來(lái)說(shuō)，他卻只能說(shuō)是成事不足，敗事有余。

????接替?zhèn)髌嫒宋锸返俜?喬布斯接掌蘋(píng)果公司（Apple）帥印后，兩年來(lái)這位新上任的首席執(zhí)行官干了兩樁震驚業(yè)界的大事：一是讓蘋(píng)果引領(lǐng)創(chuàng)新的美名一敗涂地，二是讓蘋(píng)果高高在上的股價(jià)跌跌不休。（不瞞您說(shuō)，我本人也持有蘋(píng)果的股票！）

????庫(kù)克最近一次的滑鐵盧在本周二不期而至。當(dāng)時(shí)，就在庫(kù)比蒂諾擠得滿(mǎn)滿(mǎn)當(dāng)當(dāng)?shù)拿襟w發(fā)布會(huì)現(xiàn)場(chǎng)，面對(duì)大家對(duì)蘋(píng)果一貫抱有的無(wú)限期待，他親自宣布了所謂的“蘋(píng)果下一代重大成果”。

????可惜，它實(shí)在配不上這個(gè)稱(chēng)號(hào)。

????他所揭幕的既不是顛覆性的全新iPhone，也不是革命性的全新電視，也不是太空時(shí)代的iWatch，甚至也不是一直盛傳的與中國(guó)移動(dòng)公司（China Mobile）達(dá)成合作的消息——呈現(xiàn)在大家眼前的只是兩臺(tái)升級(jí)版的手機(jī)，一臺(tái)是廉價(jià)版，塑料材質(zhì)，色彩豐富；另一臺(tái)則搭載了更快的處理器和更出色的攝像頭。

????“妙不可言，”庫(kù)克先生在發(fā)言中這么說(shuō)了大概有十次之多。

????然而這實(shí)在言過(guò)其實(shí)。說(shuō)它們“平庸無(wú)奇”可能才更確切。

????而第二天，在整個(gè)股市普遍上漲之際，蘋(píng)果股價(jià)卻下跌了27點(diǎn)。

????到底怎么走到了這一步？

????1. 蘋(píng)果產(chǎn)品仍然讓世人稱(chēng)羨。

????2. 蘋(píng)果零售店及其員工仍是熱情和專(zhuān)業(yè)的典范。

????3. 競(jìng)爭(zhēng)確實(shí)在加劇——尤其是來(lái)自三星公司（Samsung）的GalaxyS系列手機(jī)——不過(guò)在那些尚有充分增長(zhǎng)空間的市場(chǎng)，尤其是中國(guó)和印度，蘋(píng)果仍占主導(dǎo)地位。

????4. 蘋(píng)果的市盈率——通常用來(lái)衡量一個(gè)公司的市場(chǎng)“價(jià)值”——僅有區(qū)區(qū)12，而谷歌（Google）達(dá)到了27，IBM為13，通用電氣（General Electric）為17。就算是毫無(wú)希望的戴爾（Dell），市盈率也有18。

????那么，到底是什么讓蘋(píng)果開(kāi)始走上下坡路呢？

????答案只有一個(gè)：公共關(guān)系。

????蘋(píng)果是有史以來(lái)最擅長(zhǎng)營(yíng)銷(xiāo)的公司之一，但它的公關(guān)工作一直乏善可陳。

????I'm sure Tim Cook is hugely competent, a wonderful operating executive, and a real nice guy.

????But as CEO of the world's most respected high-tech franchise, he has been an unmitigated disaster.

????In the two years since Cook assumed the reins of Apple from iconic Steve Jobs, the new CEO has presided, shockingly, over the dismantling of Apple's pristine reputation for innovation and the crumbling of Apple's high-flying stock. (Full disclosure, I own the stinkin' stock!!)

????Cook's latest catastrophe came Tuesday, when, with typically-unbridled Apple anticipation before a packed media house in Cupertino, he personally announced what was billed as "Apple's next big thing."

????Only it wasn't.

????Rather than unveiling a game-changing new iPhone or revolutionary new TV or space-age iWatch or even a long-rumored deal with China Mobile -- instead, Apple introduced two phone iterations, one cheaper, plastic and colorful; the other with a faster processing chip and better camera.

????"Incredible," gushed CEO Cook about 10 times in his keynote.

????Only it wasn't. "Underwhelming" would have been more like it.

????And the next day, Apple stock dropped 27 points in a day the rest of the market soared.

????How could this happen?

????1. Apple's products are still the envy of the world.

????2. Apple's stores and personnel are still the model of enthusiastic competence and professionalism.

????3. Sure competition has increased -- especially from the Samsung Galaxy S phone -- but Apple is still the dominant force in a market that has ample room to grow, particularly in China and India.

????4. Apple's price/earnings ratio -- which generally measures the market's "valuation" of a company -- is a paltry 12, compared to Google's 27 (GOOG), IBM's 13 (IBM), or General Electric's 17 (GE). Even the hopeless Dell (DELL) has been awarded an 18 P/E by the market.

????So what has caused Apple's fortunes to tumble?

????Two words:Public relations.

????Apple, one of the greatest marketing companies of all time, has never been known for good public relations.