I think the concern is that while they have qui=uite a few arrows in theri quiver these must be used carefully as many are not renewable so looking to get biggest and longest benefit from deploying. The mindset is probably that Wall Street is a lot bigger than them so even if action leads to positive impact on stock that it won't be long before weight is applied by MM to manipulate stock price down again. Maybe they could over 10% dividend but require that you stay invested in Apple for 12 months so people are bouncing in and out of the stock? Some financial creativiy (legal) would serve them well. Maybe that is why they got the new boy on from Pitney Bowes.
They foolishly adhere to the notion that PPS doesn't matter.
Arrogance in succumbing to market forces.
Still believe that they can live in their own world and thumb their nose at any idea that is not their own.