Apple isn't going to change: New CEO

A day after he took over from Steve Jobs as Apple Inc chief executive officer, Timothy Cook assured his team that the technology giant 'is not going to change' and will 'continue to make the best products' in the world, since it 'is in our DNA'.

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In an e-mail to Apple's staff, Cook lauded Jobs leadership saying, "Steve has been an incredible leader and mentor to me, as well as to the entire executive team and our amazing employees.

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"We are really looking forward to Steve's ongoing guidance and inspiration as our chairman.

"I am looking forward to the amazing opportunity of serving as CEO of the most innovative company in the world. . . . I want you to be confident that Apple is not going to change," he added.

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Terming his decision to join Apple as the 'best' one he ever made, Cook said it has been the 'privilege of a lifetime' to work for Apple and Jobs for over 13 years.

Cook said he cherishes and celebrates Apple's unique principles and values.

"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.

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"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," he said.

He said he shared Jobs' 'optimism' for Apple's bright future and expressed confidence that the company's 'best years' lay ahead of it.

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"Together, we will continue to make Apple the magical place that it is. I love Apple and I am looking forward to diving into my new role," he said in the e-mail.

Apple announced on Thursday that Jobs has quit as Apple CEO and named Cook as his successor.

Jobs will now serve as Chairman of the Apple board.