The once untouchable Apple has recently become the subject of the same kind of scrutiny, even prophecies of doom, that its rivals, like Samsung, have been enduring for the past years. All for a series of numbers for the past months that have failed to meet analyst projections. Some are going as far as saying that Apple, or at least innovation in Apple, is dead. Unsurprisingly, CEO Tim Cook remains undaunted. In an interview with CNBC, the chief exec tried to correct the perspective, claiming that what's important for Apple right now, more than its first quarter earnings, is customer loyalty.