Will Apple Change Under Tim Cook?

A little over two months as CEO, a new report outlined by the Wall Street Journal talks about the adjustments Tim Cook has began making. As a whole, it seems as though Cook will not making any changes to Apple's overall success formula.

One area Cook seems to be taking an interest in is charity. The new CEO appears to be starting the company in a charity matching program that will match employee donations of up to $10,000 a year going to non-profits. The program began in September. Steve Jobs was reportedly highly against something like this for Apple. Jobs was quoted by papers before saying he was opposed to giving money away.

Another area Cook is turning his attention to is communicating with his employees. It's been reported that the CEO sends out company-wide emails and addresses the company as a team, which is also not characteristic of Jobs managing style. He's also taking on administrative responsibilities like promotions and corporate reporting structures, the Journal reports.

In another effort to streamline the company's structure, Cook has divided Apple's sales and marketing teams. Under Job's management, Apple had always operated independently in these areas. This change somewhat shuffles the structure with the vice president of education now reporting to senior vice president of marketing instead of Cook himself.

Former vice president Eddie Cue was also recently promoted senior vice president of Internet software and services. After working for Apple for 22 years, Cue is now in charge of iCloud, iAd, iTunes Store, and the iBookstore platform. Senior vice president of world-wide product marketing Phil Schiller and vice president of sales channels John Brandon both have increased responsibilities after working under Cook for several years now.

Yet, a major decision people are interested in is what Cook intends to do with Apple's $81.6 billion reserves. Whereas Steve Jobs was against stock buybacks, many believe Tim Cook will be more open to these moves.

Nevertheless, it's said that Tim Cook is also not one to reorganize. Realistically, most of the company isn't going to see any major changes. Cook virtually ran the company in Steve Jobs' absence and promised when he was promoted in August that Apple was going to remain the same.