Softer side of Apple emerging
Under CEO Tim Cook, the company is moving away from founder Steve Jobs’ hard line.
“Those jobs aren’t coming back.”
That’s what Steve Jobs reportedly told President Obama when asked at a dinner in early 2011 whether Apple would consider moving some of its manufacturing from China to the United States.
Jobs’ successor, CEO Tim Cook, might have another response for Obama: Yes, we can.
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 after 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.
Cook didn’t say which com-
Apple CEO Tim Cook (left) talks with musician Dave Grohl of the Foo Fighters at an iPhone 5 event in San Francisco in September. Cook’s recent announcement that Apple is moving a Mac production line to the U.S. is the latest attempt to soften its image.