Hollander, Pronk, and Roelofsen (2010) described a conference call during which executives of Apple, Inc. presented the company’s third quarter 2008 financial results. In response to a question about the health of Apple CEO Steve Jobs, Apple executives answered, “Steve’s health is a private matter.” Apple’s earnings for the quarter had reached an all- time high, yet Apple’s share price fell 2.6% on the day of the conference call. Why did Apple’s share price fall?