Tim Cook is being taken to task in this Bloomberg article on the current state of Apple. The author of the article feels that Apple has been misjudging its own business, which has led to a $250 billion decline in Apple's market value over the last thirteen months. Apple CEO Tim Cook insisted last week that everything was great with his company despite its first quarterly revenue decline since 2003. He and Apple's chief financial officer used the word "optimistic" 10 times during a conference call with analysts. Then the company's share price pessimistically fell for eight consecutive market days -- something that hasn't happened to Apple in nearly 18 years.