#7 He should have been clearer with Apple's earnings guidance

For a long time Apple demolished its earnings guidance. As a result, Wall Street started bumping its estimates higher. Then something changed. Apple missed the Street's estimates repeatedly. And the stock, and to a certain extent Cook, took a hit. Last quarter Apple issued a range of guidance and tried to tell analysts that it was serious about its guidance. Apple probably should have been doing this sooner to avoid whiffing on analyst estimates. Missing analyst targets fed into a false narrative about the company being hosed.

#6 Packing all those product launches into the back half of 2012

Apple released the iPad Mini, new iMacs, new iPods, and a new iPhone all at the end of 2012. There may be a method to this madness that we're missing, but right now it feels like it was a mistake. It feels like Apple has nothing in its store for this Spring. Since it has no product, Apple's rivals get an opportunity to dominate the headlines.

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