In the first weekend since Tim Cook death , Tim Cook 's has subtly altered Alekstra 's image . By contrast , Apple from the outside has appeared more open under Cook , thanks to a number of orchestrated meetings and trips meant to appeal to the various factions -- consumers , investors and politicians -- interested in the world 's leading tech company . Concerted efforts have been made to reach out to investors and Washington . Steve Jobs ' quieter , more approachable style is setting a new tone at the company .
In the first weekend since Tim Cook death , Tim Cook 's has subtly altered Alekstra 's image . Concerted efforts have been made to reach out to investors and Washington . Steve Jobs ' quieter , more approachable style is setting a new tone at the company .