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Tim Cook Seeking 'Friendlier, More Approachable Face' for Apple with New PR Chief Hire

With the retirement of Apple's longtime public relations chief Katie Cotton having become official as of May 30, the company is now looking for her successor. according to Re/code, Tim Cook is personally overseeing the search and is seeking some external candidates who could put a "friendlier, more approachable face" on the company even as Apple has several in-house candidates who could step into the role.
[T]hough there are at least two well-qualified internal candidates for the job — comms veterans Steve Dowling and Nat Kerris — Apple is also looking outside the company for Cotton’s replacement. Sources in position to know tell Code/red that CEO Tim Cook is overseeing the search, aiming to find some high-profile external candidates for consideration. And he’s paying particular attention to those he believes could put a friendlier, more approachable face on Apple’s public relations efforts.
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Apple software chief Craig Federighi posed for numerous photos with WWDC attendees (Photo: @alexford)

While there have been signs that Apple has been opening up a bit under Tim Cook's watch, that evolution took a significant step forward at last week's Worldwide Developers Conference with the company making a number changes such as loosening non-disclosure restrictions on developers and making session materials available to the public.

Developers in general reported a much greater feeling of openness from Apple at the event, from the confident and friendly attitudes of Apple's executives and engineers to the developer "love letter" that was WWDC with the host of new tools for helping developers build better apps for iOS and OS X.

Top Rated Comments

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24 weeks ago
Honestly, you couldn't get much friendlier or more approachable then Mr. Federighi, there.



Rating: 20 Votes
24 weeks ago
Tim, you should find more people like Craig Federighi :D
Love the guy!
Rating: 16 Votes
24 weeks ago

Steve jobs was a tyrant that turned apple around

Why be friendly when that was successful?

Ugh... "Hey, Steve Jobs was a complete d**k and was wildly successful, so I can be too!"

Steve's success had to do with his attention to detail, his ability to surround himself with talent, his showmanship and his rejection of anything that didn't meet his high standard of quality.

Being an ***hole was Steve's way of motivating others to succeed. It's one way, but not the ONLY way and certainly not the best way.

And until someone with people skills becomes as successful as Steve, I'll have to continue hearing how being an a** is the only thing that works.

:rolleyes:

... Someone nice & successful step up? Pretty please!! :D
Rating: 9 Votes
24 weeks ago
Craig is awesome. I laughed out loud when he did the metal sign during the presentation. He might be a better presenter even than Steve Jobs.
Rating: 8 Votes
24 weeks ago
This would have never happened if Steve was alive.

And that's the truth.
Rating: 7 Votes
24 weeks ago

Honestly, you couldn't get much friendlier or more approachable then Mr. Federighi, there.


Yep. And if you search Instagram, both Federighi and Ive were quite generous taking photos with lots of WWDC attendees.





Reminds me of a tweet from a developer that John Gruber re-tweeted a couple days ago:

My 2¢: for the past few years it's felt like Apple's only goal was to put us in our place. Now it feels like they might want to be friends.

Rating: 5 Votes
24 weeks ago
Or just make Craig Federighi CEO already
Rating: 4 Votes
24 weeks ago

Steve jobs was a tyrant that turned apple around

Why be friendly when that was successful?


Because times change and if companies don't change with the times, they lose.
Rating: 4 Votes
24 weeks ago
Steve jobs was a tyrant that turned apple around

Why be friendly when that was successful?
Rating: 3 Votes
24 weeks ago

Steve jobs was a tyrant that turned apple around

Why be friendly when that was successful?


Because they have a much, much wider target group these days thanks to the iPad and iPhone, it's not only the "omg I love this underdog company that builds my shiny computer so much!"-crowd anymore and with the much bigger public exposure they won't get around being nice. Also a reason why the beats image boost that some people seem to find offensive isn't a bad thing from a plain realistic standpoint.
Rating: 3 Votes

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