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Could a new day be dawning at Apple? Judging from a pair of recent reports, the Cupertino company is looking to put on a friendlier face, both in public relations and with former retail partners like Costco.
Re/code reported Monday that Apple CEO Tim Cook is apparently very hands on when it comes to searching for a replacement for VP of worldwide corporate communications Katie Cotton.
Cotton, a longtime Steve Jobs ally who never ventured far from the co-founder’s side during Apple media events, retired last month after almost 20 years with the company — but despite two of her underlings poised to replace her, Cook is said to be looking elsewhere for “high-profile external candidates.”
“He’s paying particular attention to those he believes could put a friendlier, more approachable face on Apple’s public relations efforts,” the report added, suggesting the “new” Apple could have a less contentious relationship with the media once such a candidate is hired.
And it’s not just PR: MacRumors reported yesterday that Costco Wholesale is renewing its relations with Apple for iPhone and iPad sales after parting ways in late 2010.
According to an internal email from Costco’s Wireless Advocates subsidiary, the new partnership will “incorporate Apple products into our already strong product line-up in Costco” in addition to two of the company’s three enterprise channels, which include the military and Car Toys.
The email acknowledges “much backend work and physical kiosk work” remains to get Apple products into Costco, but already iPods and iPad Air models with Wi-Fi only have started to appear in the wholesaler’s internal inventory systems, suggesting sales of such products could kick off over the summer.
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