苹果高层地震内幕

    最后说说蒂姆•库克。就职仅一年，他就把苹果带向了新的高度。他取悦投资者，听取职员的意见，平息了外界对公司劳动政策的职责，视察了那些在全球大卖的新产品。他在就苹果地图业务的糟糕表现道歉时甚至还展示出了幽默的一面。

    然而，库克一直不愿意亲自向公众解释。他极少公开讲话，说的也都是一些陈词滥调。史蒂夫•乔布斯也很爱和公众玩猫抓老鼠的游戏，只在他愿意的时候透露给公众他想要什么。不过这种小心谨慎的公众形象是他自己赢得的。那些怀疑者最终都哑口无言，而他却从中获益。库克还达不到这种境界。他需要改变策略，告诉公众，苹果究竟发生了什么事。

    苹果发布声明的当天，世界上的大部分人都在因为一场自然灾害忧心忡忡。苹果在这个节骨眼上发布这些声明，只会让人们对它内部正在发酵的灾难产生更多的疑问。

    译者：严匡正

    A final word on Tim Cook. In only a year on the job he led Apple to new heights. He has pleased investors, listened to employees, mollified critics of the company's labor policies and overseen the introduction of products that have sold exceedingly well across the world. He even has shown humility by apologizing for the mapping snafu.

    One thing Cook has been unwilling to do, however, is explain himself. In his very few public utterances he has mouthed platitudes. Steve Jobs too played cat-and-mouse with the public, revealing what he wanted, when he wanted. But Steve Jobs earned his caginess. He got the benefit of the doubt after silencing the doubters. Cook isn't there yet. He needs a new strategy for communicating what is going on at Apple.

    Because late-in-the-day announcements while much of the world is worried about a natural disaster will only provoke more questions about corporate disasters in the making.