Apple’s Latest Media Move: Tim Cook Open Up to the Press

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December 6, 2012 ‐ By Kimberly Maul

AP Photo/Marcio Jose Sanchez

Is Apple putting its CEO Tim Cook on some sort of media offensive? Bloomberg Businessweek spoke to Cook, his first in-depth, wide-ranging print interview since taking the top title in August 2011. Additionally, Cook will appear on NBC’s Rock Center tonight, in an interview with Brian Williams.

In the interview with Bloomberg Businessweek’s Josh Tyrangiel, Cook discussed his personality and dealing with the fame of being Apple’s CEO; the changes the company has made while still holding on to its core values; the Apple Maps debacle; the recent firings of Scott Forstall and John Browett; and Apple’s product line.

“Not allowing yourself to become insular is very important—maybe the most important thing, I think, as a CEO,” Cook said during the interview. “Now fortunately, I think it would be really hard for a CEO of Apple to become insular, but maybe it could happen. I don’t know. But between customers and employees and the press, you get a lot of feedback. The bigger thing is processing and deciding what to put in the distraction category vs. where the nuggets are.”

One major revelation was that Cook, who has spearheaded transparency and charitable programs during his time at Apple, plans to bring some Apple manufacturing to the US in 2013.

“Next year we’re going to bring some production to the U.S.,” Cook told Bloomberg Businessweek. “This doesn’t mean that Apple will do it ourselves, but we’ll be working with people and we’ll be investing our money.”

The news turned around Apple’s stock price today, which had fallen on fears that taxes resulting from our fall off the fiscal cliff would impact how much investors would take home.

But all the talking with the media is surely one more of Apple’s very calculated media moves, like their big events to announce new products. USA Today brings up the ongoing legal battle with Samsung and the onslaught of competition, which, mimicking its iconic logo, could take a bite out of Apple’s market share. Part of the Apple brand was so intrinisically tied to Steve Jobs, now that some time has passed maybe the company is trying to build a stronger bond between the Apple brand and Cook? If that’s the case, will it work?

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