In the year since Steve Jobs ' death , Tim Cook has subtly altered Apple 's image . Concerted efforts have been made to reach out to investors and Washington . The company is now more open about its plans for a future where it can compete with Google ( GOOG - news - people ) in mobile devices as well as cloud computing services like iTunes or iCloud
In the year since Steve Jobs ' death , Tim Cook has subtly altered Apple 's image . Concerted efforts have been made to reach out to investors and Washington . Tim Cook 's quieter , more approachable style is setting a new tone at the company .