Tesla, which has fewer product releases than Apple, is generating incredible excitement and I would make the case that it is directly related to Musk's promotional style. It's not that there's anything wrong with a strategy to keep investor enthusiasm high, but it is a marketing technique to be sure. And that leads us back to Cook.
Cook was the operational expert who did not crave the spotlight when he worked closely with Jobs. When Cook took over as CEO of Apple, the pundits and many investors labeled him as too boring, too conservative, and too low-key. After all, coming off of Jobs, Cook certainly is a bit less exciting to be sure. Under his leadership, Apple is quieter in between product release cycles and is more muted in its declarations.
This type of CEO style can lead to periods of time in between product launches where the stock of the given company simply falls out of favor. There's no one banging the drum reminding people about a huge launch or new innovative products. It's a much more conservative strategy of delivering the product rather than hype.