Given the power structure we think exists in Apple with the CEO as the center of the universe it is natural that the company has to shift gears from pleasing St

Given the power structure we think exists in Apple with the CEO as the center of the universe it is natural that the company has to shift gears from pleasing Steve, who is gone, to pleasing Tim Cook who is a different person. This ad campaign is probably a good example. Tim Cook seems like a pretty wholesome guy in a lot of ways. I'm not sure snarky, somewhat mean, somewhat elitist, ads like the Mac vs. PC campaign would please him much. It may be Tim Cook wants to make Apple a little softer and a little less narcissistic? I don't think that's a bad thing. No doubt it will rattle the cage of the Cult of Steve types but for the company itself I think there are a lot of positives in having someone with Tim Cook's personality being the center of Apple's orbit. The last year or so is a good indication of that. It will probably take a few years to fully transform the company. That may include all sorts of shocking things that people would never have believed would happen a couple years ago. There will be a knee jerk reaction to say 'this is different than before so it's bad' but I would not simply because I don't think Steve was a saint. There are probably a lot of choices he made that were bad for Apple. One example of this is the iPhone 3GS. If Apple had really knocked it out of the park in 2009 and released a new model, and broken out of AT&T exclusivity at any cost, Android may not even exist today. When we look at the iPad Apple almost seems to have realized their mistake and was way more aggressive with the 2nd/3rd generation models. So I guess my point is Tim Cook's more analytical style may make Apple a little less edgy to tech enthusiasts I think it may be a great thing for the company in the long run.