I agree with pretty much everything he says. Apple needs to start controlling their narrative better and I don't know if Cook is the guy to do it. ....
Apple's perception issue started before Cook took over. Apple stopped controlling their narrative when they became a huge corporation, and people started looking at them more critically.
They're still a good company, but they went from a company that looked "perfect" to a company that looked "imperfect". It doesn't matter if it's 10% perfection or 99% perfection, it's not perfect. And everyone is starting to see that now.
Apple isn't any different, they're simply no longer "perfect". But yes, Apple needs to fix this problem of theirs before it eats away any more at their stock prices.