How they approached it was due to his blatantly lying about it, in the rare instances in which he addressed it at all. He chose to make it tabloid-like. He could have ended it at any point by simply being upfront. Remember when John McCain had a team of Mayo Clinic doctors examine him and publicly announce the results? It was because he knew that if he were elected, his health was our business. People may have joked about his health, but there wasn't the tabloid-like obsession with digging up dirt.

Instead he treated AAPL owners largely with contempt (pretty much the way he treats everyone from the sound of it) by not speaking about it, or saying one day that he's well and a week later that he's not, while 10s of billions of dollars are on the line.