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  • A Look At Tim Cook, Apple’s New CEO

    [caption id="attachment_4372" align="alignleft" width="252" caption="Apple's CEO Tim Cook"]Cook[/caption]

     

    Taking over the reigns of Apple after the passing of Steve Jobs must be difficult. Tim Cook, Apple's new CEO, has already introduced a new way of managing. Jessica Vascellaro of The Wall Street Journal discusses further:

    Tim Cook promised that Apple Inc. wouldn't change when he took over the company's helm from Steve Jobs in August.

    But the low-key Mr. Cook has already put his operational mark on Apple in ways that suggest the company won't be entirely the same as under its intense and tempestuous co-founder.

    In recent weeks, Mr. Cook has tended to administrative matters that never interested Mr. Jobs, such as promotions and corporate reporting structures, according to people familiar with the matter. The new chief executive, 50 years old, has also been more communicative with employees than his predecessor, sending a variety of company-wide emails that address Apple employees as "Team," people close to the company said.

    Mr. Cook has also displayed some different corporate philosophies from Mr. Jobs. The new CEO recently announced a charitable program promising Apple would match employee donations to non-profits of up to $10,000 a year, starting in the U.S. In contrast, Mr. Jobs said at a company off-site meeting last year that he was opposed to giving money away, according to a person who attended.

    Much about the technology giant hasn't changed and isn't expected to. Mr. Cook, an Apple veteran who became chief operating officer in 2005 and who ran the company during Mr. Jobs's multiple medical leaves, isn't a fan of reorganizations, said a person familiar with the matter. He is also a fierce believer in Apple's culture, which prizes product development and design and preaches intense secrecy.

    But the moves Mr. Cook has made since he officially took over the CEO title on Aug. 24 provide signs of how he will seek to run Apple in the years ahead, imposing more discipline on a place that for years was guided by Mr. Jobs's gut.

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