Home From the Wires Apple a kinder corporation under Tim Cook

Apple a kinder corporation under Tim Cook

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Friday, December 07, 2012

AP: Apple is emerging as a kinder corporation under the leadership of CEO Tim Cook.

Though the metal edges of its PCs and mobile devices are as sharp and severe as ever, Apple is emerging under Cook's leadership as a kinder corporate citizen. Cook's announcement this week that the company is moving the production of one of its Mac computer lines to the U.S. is just the latest step in a softening of the company's image following the October 2011 death of CEO and co-founder Jobs.

"Cook is a gentler being in terms of how he projects himself," says Gartner analyst Carolina Milanesi. That's partly of necessity, she says — people wouldn't tolerate Jobs' arrogance in a new CEO — but it's also a reflection of Cook's personality.

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