Apple's newly-minted CEO has assured his troops that he will be able to keep the magic alive in the post-Steve Jobs era, as some pundits argue that Jobs will still be pulling the strings in the background as long as he's able.
Hours after Jobs resigned as chief executive and was voted in as Apple's new chairman, his replacement Tim Cook sent an email to staff to praise Jobs and reassure them of the company's future.
He described Apple as the "most innovative company in the world" and said joining Apple was the best decision he ever made. Jobs had been an "incredible leader and mentor" and Cook looked forward to his "ongoing guidance and inspiration as our Chairman".
"I want you to be confident that Apple is not going to change. I cherish and celebrate Apple's unique principles and values," said Cook, who described Apple as a "magical place".
"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. 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."
Apple's shares recovered when the market opened the morning after the Jobs announcement, dropping about 1 per cent - the same decrease experienced by the entire market. This indicates that Jobs's resignation had long been factored into Apple's share price by investors and it was not a huge shock.
Veteran tech columnist Robert X. Cringely believes Jobs stepping down from the coal face coupled with the decision to bring the release of Walter Isaacson's authorised biography forward from March next year to November this year indicated the tech icon's health had taken a turn for the worse and he was now thinking about his legacy.
But the fact that Jobs took an executive chairman position - which will see him on the job every day - instead of bowing out from the company completely indicates he'll still be calling the shots as long as he's able.
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