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Cook will not rock the Apple boat

Simon Quicke

Tim Cook the new CEO of Apple has moved swiftly to reassure resellers and staff that the vendor will not change direction following the decision by Steve Jobs to step down.

Jobs made his shock announcement yesterday about his decision to resign and requested a position, which he was given, as chairman of the board and recommended Cook take the hot seat.

Cook has been running Apple day-to-day since Jobs went on medical leave back in January and sent an email to staff giving a hint of his ambitions for the company.

"I want you to be confident that Apple is not going to change. I cherish and celebrate Apple's unique principles and values. Steve built a company and culture that is unlike any other in the world and we are going to stay true to that--it is in our DNA. We are going to continue to make the best products in the world that delight our customers and make our employees incredibly proud of what they do," he emailed.

"I love Apple and I am looking forward to diving into my new role. All of the incredible support from the Board, the executive team and many of you has been inspiring. I am confident our best years lie ahead of us and that together we will continue to make Apple the magical place that it is," he added.
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