Has Apple really vow of silence broken?

It has to be among the very secretive firms on world. Apple won’t ever speak – off the record or in public – about the upcoming products.

All the more surprising then the CEO should decide to release some information that is really sensitive into a TV journalist.

With world-wide stock markets in Apple’s stock tanking and a panic over China, Tim Cook responded to an e-mail. It’s possible for you to read what he said from a CNBC staffer in this tweet, but the essential point was this:

Now, you can find strict rules in britain along with the US in regards to the launch of financial advice that is sensitive. Everyone is likely to get that information in once, thus giving something as significant as this to a TV presenter appears, to put it slightly, non-traditional.

I assume that, as the e-mail didn’t include any amounts, Apple could claim that Jim Cramer isn’t a stock analyst, and that the advice had not been material.

What’s unusual about Tim Cook’s conduct is the fact that he was worried regarding the gyrations in the share price of Apple

But the impact on the shares of Apple says. Investors were really worried about whether the China increase of Apple was continuing and they were assured. Maybe Tim Cook has determined that CNBC is a better manner of having information to the marketplace than an SEC filing.

What’s also unusual about Tim Cook’s conduct is the fact that he was worried regarding the gyrations in the share price of Apple. Throughout the first half of 2013 and the time in late 2012, its own shares dropped around 40% from their peak and when the market fell out of love together with the company, Apple executives revealed remarkable sangfroid.

What about shares.

It is an organization which has reveled in forging a unique path, deaf to the day to day hubbub of the marketplaces. Probably the truth that it appears to be listening to that particular sound is what should actually stress investors.