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Firing Tim Cook: Apple Should Leave That Option Open

Tickers in this article: AAPL
NEW YORK ( TheStreet) -- There's nothing more interesting than studying investor psychology.

Fortune's Philip Elmer-DeWitt wrote a must-read piece (see the link at the end of this article) on what happens when investors get too emotional over a stock. DeWitt narrates a real-life worst-case scenario where an Apple (AAPL) -only hedge fund manager loses millions in client money. It's all gone. Just like that.

I have interacted with that fund manager several times over email. While we had our differences, I have no reason to believe he's anything other than a) a good person and b) distraught over what went down. So, that said, I am not here to kick him when he's hurting; rather I want to do two things in this article:

1. Outline, with a look in my eerily accurate rearview mirror, the process of what happens when emotion takes over; and

2. Apply that psychology to the notion -- which I introduced Monday -- that Apple's Board should, at the very least, consider making a move with Tim Cook .

For as much time as I have defended the still-dominant Apple in recent months, ever since Steve Jobs' death I have taken a long-term bearish stance on the company and, generally, been neutral to bearish on the stock. On several occasions, I discussed the role of emotion and how it was fixing to blow up quite a few overweight AAPL accounts.


Quick disclaimer: I don't rehash this stuff to show you how "right" I was -- because, heck, we can find equal parts "wrong" -- rather I do this because it can save investors from easily avoidable pain.

Most recently, from Jan. 25 :

To dig your heels in -- because selling now would compound your original mistake . . . -- are famous last words for so many investors . . . that type of "strategy" . . . would crush quite a few retail portfolios.

And, from way back on April 27, 2012 :

With each victory, you become all the more certain that there's no way -- God willing -- you can be defeated. A little bit of loyalty, and Tim Cook and China will take care of the rest.
Ironically, seeing profits slowly start to get smaller only strengthens your resolve. You hold. You listen to the pumps to buy on the dips. And it keeps working. You're rich. But for every disciplined investor who manages his or her position properly, there's at least one devotee who stays all-in and keeps digging himself or herself a deeper hole. Before you know it, your otherwise rational mind fooled you into staying in a position from 700 down to 250 because you just knew it had to make it to 1,000. It was destiny.