Apple AAPL +0.8% CEO Tim Cook promised investors will come up with "several more game changers," but investors are not convinced. Apple seems to continue losing the confidence of the company's backers and it could be a big problem for Mr. Cook.

Mr. Cook attended the All Things D conference in Calfornia. This is an annual event hosted by Dow Jones, the same publishers of the Wall Street Journal. Apple's newest CEO sought to defend his post as the top executive of the company. Reports suggested despite months in Silicon Valley, the once trend setter is finding it difficult to place Apple on top again.

Apple's top exec said wearable technology is an interesting venture for the company. Google has started with Google Glass while Nike released their FuelBand. There are rumors that Apple is exploring development of a watch. Cook also dismissed the promise of the latest glasses from Google GOOG -1.46%'s - though he did not expound more on the matter.

However, this is the very thing Apple investors are craving. They want to know more about the company's plans and whether these are worth exploring.

As of May 29, 7:13PM Apple's shares went down 0.06% to $444.70 and this trend is set to continue if no new promising updates come in for the company. Stocks continued falling; it went as low as $439.40 yesterday. Investors are concerned whether the tech giant can sustain its once innovative nature - a trait which served Steve Jobs and the company well for many years.

The stock trend poses challenge to the current management as it could be a tough blow in the long run. If stocks continue to drop, this could mean hundreds of billions of dollars lost. Market capitalization for the world's most valuable company may dwindle affecting performance and room for product development. But Mr. Cook is not giving up.

The Apple executive has the same affinity of the late Mr. Steve Jobs to tease people subtly and slowly about upcoming products. He wants to reveal them in a staged production - the same trick Apple's well loved Mr. Jobs had always done. Mr. Jobs was successful with his introduction of the iPod, iPhone and the iPad. He gained the confidence of investors painstakingly over the years. It seems, Mr. Cook is not there yet and still has more to prove.