Apple 'will not change', says new CEO

Apple 'will not change', says new CEO

By Rob Crossley

August 25th 2011 at 4:47PM

Tim Cook says the iPhone group will continue with Jobs's on-going guidance

The man who today finds himself suddenly in charge of Apple, the most valuable consumer-facing brand in the world, has assured employees that he won’t veer the company away from the path that Steve Jobs has so painstakingly laid out.

Apple CEO Tim Cook has begun his new career with an assurance that company founder Steve Jobs, who stepped down as chief last night, will still be actively involved in the company.

“We are really looking forward to Steve's on-going guidance and inspiration as our chairman,” Cook said in an internal email to employees, which was leaked to ArsTechnica.

In the email, Cook carefully presented the situation as ‘business as usual’. He made it clear he would be closely following Jobs’s guidance. Whether or not he personally has plans for shaping the company is not known.

“I want you to be confident that Apple is not going to change,” he added.

“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.

He continued: “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.”

Last night Jobs announced his resignation as Apple CEO. A flood of tributes to the entrepreneur have followed.