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The Sniff Test: Tim Cook’s emails may not be good for Apple’s investors over time

Apple Chief Executive Tim Cook once again chose this week to offset negative news with a selective disclosure of limited material information to a single member of the media, a move that flirts with the boundaries of financial regulations and values short-term stock reaction over long-term investors.

After IDC, a tracker of consumer electronics trends, published a report Monday showing a 71% plunge in Apple Watch shipments last calendar quarter that nearly halved Apple’s AAPL, +0.77% share of the smartwatch market amid gains from competitors such as Garmin Ltd. GRMN, -1.17% Cook weighed in with an email to Reuters reporter Julia Love, claiming sales growth for Apple Watch has been “off the charts”.

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