????最后說說蒂姆?庫克。就職僅一年，他就把蘋果帶向了新的高度。他取悅投資者，聽取職員的意見，平息了外界對公司勞動政策的職責(zé)，視察了那些在全球大賣的新產(chǎn)品。他在就蘋果地圖業(yè)務(wù)的糟糕表現(xiàn)道歉時甚至還展示出了幽默的一面。

????然而，庫克一直不愿意親自向公眾解釋。他極少公開講話，說的也都是一些陳詞濫調(diào)。史蒂夫?喬布斯也很愛和公眾玩貓抓老鼠的游戲，只在他愿意的時候透露給公眾他想要什么。不過這種小心謹慎的公眾形象是他自己贏得的。那些懷疑者最終都啞口無言，而他卻從中獲益。庫克還達不到這種境界。他需要改變策略，告訴公眾，蘋果究竟發(fā)生了什么事。

????蘋果發(fā)布聲明的當(dāng)天，世界上的大部分人都在因為一場自然災(zāi)害憂心忡忡。蘋果在這個節(jié)骨眼上發(fā)布這些聲明，只會讓人們對它內(nèi)部正在發(fā)酵的災(zāi)難產(chǎn)生更多的疑問。

????譯者：嚴(yán)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.