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Posted at 02:10 PM ET, 08/25/2011

Tim Cook to Apple employees: ‘Apple is not going to change’

Timothy "Tim" Cook, Apple’s new CEO, has reportedly told employees that nothing will change. (Ramin Talaie - Bloomberg)
In an e-mail that Ars Technica reported went company-wide at Apple Thursday morning, new CEO Tim Cook assured employees that little about the company will change and that outgoing CEO Steve Jobs will remain a guiding presence at Apple.

“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,” the e-mail reads.

Ars Technica said that it received the e-mail from a trusted individual and that it has verified that the message originated from Apple.

Check out the full-text of the e-mail below:


I am looking forward to the amazing opportunity of serving as CEO of the most innovative company in the world. Joining Apple was the best decision I’ve ever made and it’s been the privilege of a lifetime to work for Apple and Steve for over 13 years. I share Steve’s optimism for Apple’s bright future.

Steve has been an incredible leader and mentor to me, as well as to the entire executive team and our amazing employees. We are really looking forward to Steve’s ongoing guidance and inspiration as our Chairman.

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.

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.


Cook has been the heir apparent at Apple for years and has already proved that he can keep Apple on the track that Jobs has set. Credited with lowering consumer prices by streamlining Apple’s supply lines, the question is whether Cook and the rest of the top executives at Apple can continue to innovate and move ahead of the market.

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