A split is good ONLY if a stock is going up
NOT when it is going down.
When it is going up, it is usually because short sellers are covering and folks are buying with NEW money. And when the split happens then, the short sellers pretty much go bankrupt as astronomically more new money comes in.
When splits happen as stock is going down, that means insiders realize that there is a lot more selling going on (or is planned to) and not enough buying, and they need to find a way to get dumb money to buy the stock that they are trying to dump at the highest possible price. Psychologically, they think people will buy Apple if it appears cheaper.
Sentiment: Strong Sell