He’d been urging Apple to oust its CEO since Oct. 10, 2012 — one year and five days after Steve Jobs’ death — starting with this punchy, if indelicate, headline:
Pendola returned to the theme — along with Doug Kass, a small hedge fund manager who had a large presence on CNBC that spring — at least eight times in the next year and a half:
- 04/22/2013: Who Will Replace Tim Cook at Apple?
- 05/13/2013: Apple Should Still Fire Tim Cook
- 02/13/2014: Fire Tim Cook: Too Little, Too Late, Too Stupid
- 03/11/2014: Two Things Tim Cook Could Do That Would Kill Apple
- 03/27/2014: If Apple Needs Netflix, Tim Cook Needs a Clue
- 03/29/2014: How Apple Could Become America’s Most Hated Company
- 04/09/2014: An iWatch Failure Could Get Tim Cook Fired at Apple
- 05/05/2014: Tim Cook’s Biggest Failure at Apple
“If Steve Jobs were alive,” he told CNN‘s Jake Tapper in January 2013 (see below), “he would strangle Tim Cook.”
Pendola, a former sports talk radio phenom who reinvented himself energetically on Seeking Alpha (720 items in 21 months) before coming to TheStreet, was conducting a small scale media vendetta — the kind of thing that went out of style in the mainstream press with William Randolph Hearst, but which feels right at home on a site like TheStreet.
TheStreet is one of a new breed of online news outlets that occupy the intersection of business journalism, entertainment and high-frequency trading. It was co-founded by Jim Cramer, a Harvard- and Goldman Sachs-trained hedge fund manager and host of Mad Money on CNBC, where he plays the fool — with bells and horns — five nights a week.
TheStreet is not, as Pendola was to prove earlier this year, hobbled by foolish consistencies. By May the man who led the charge against Tim Cook abruptly changed his tune.
Pendola, it turns out, is a radio and music guy at heart, and the day Apple acquired Beats — along with Jimmy Iovine and Dr. Dre — he posted two items with a new attitude:
- 05/29/2014: Tim Cook Just Took Apple Away From Steve Jobs
- 05/29/2014: Apple and Tim Cook Critics, It’s Time to Shut Up
Pendola is back at Seeking Alpha now, writing pieces like Tuesday’s Apple’s Next Billion-Dollar Business. He left TheStreet earlier this month under circumstances he declined to discuss, except to tweet that, for the record, he resigned.
But he was willing to talk about his revisionist take on Tim Cook. “I’m not afraid to be wrong,” he says, “or get called out.”
Pendola adds that his perspective on the company has also changed:
Well, that’s a start.
Below: Pendola on CNN, Jan. 10, 2013.