If Apple shares are to ever recapture former highs, Cramer says it needs this first and foremost.
"They need to rein in expectations – they need to under promise and over deliver or UPOD," explained the Mad Money host.
That's an actionable strategy Cramer first learned years ago from a major CEO and now worries is a foreign concept to Apple chief Tim Cook, who seems to have missed class the day they taught this.
"It's almost as if Cook never went to growth stock management school, or he somehow disdains it or that's he's above it. Cook acts as if it doesn't matter, what he promises or delivers."
In fact, Cramer says what Cook practices effectively the opposite of UPOD – that's OPUD - over promising and under-delivering..
"What did Tim Cook do last fall when he didn't have anything that pleased the critics? He said basically "you ain't seen nothing yet." He told people that 2013 would be filled with OMG products," Cramer said with frustration.
It appears Cook's idea of 'Oh My God' is rather underwhelming.