Apple chief said to be relaxing Katie Cotton's "control-obsessed PR regime"

The man who succeeded Steve Jobs at the helm of Apple is making the company and its PR team "friendlier and more transparent", according to an in-depth investigation.

Katie Cotton: Stepped down earlier this year after nearly two decades with Apple
Katie Cotton: Stepped down earlier this year after nearly two decades with Apple

Tim Cook, who took over after the death of Jobs in October 2011, is making a number of changes including leading the search for a successor to Katie Cotton, who stepped down as vice-president of worldwide corporate comms in the spring.

The claim that the long-serving Cotton’s departure was likely a result of Cook’s "different vision for Apple’s future public-facing appearances" is one of several insights into the tech company’s PR operation provided by a two-month investigation by 9to5mac.

The website, which is dedicated to reporting on Apple, published the nine-part analysis over the weekend with the title ‘Seeing Through The Illusion: Understanding Apple’s Mastery of the Media’.

It suggests that Cook is likely seeing candidates to replace Cotton who have "ties to world governments, expansive knowledge of labour force regulations, a deep understanding of China’s economics and, of course, expertise in consumer technology and social media".

Departing White House spokesman Jay Carney has been linked with the job by separate reports, while yesterday it was reported that Apple had hired a veteran technology journalist, Anand Lal Shimpi, in an undisclosed position.

The 9to5mac article also provides detail on the inner workings of the "control-obsessed regime" led by Cotton and on who is who in Apple’s 30-strong PR team.

The team is currently led by the duo of Steve Dowling and Natalie Kerris.

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