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Apple seeks 'friendly' mouthpiece after losing tight-lipped Cotton spinner – report

Tim Cook himself reportedly leading search

Apple Mac App Store

Apple has launched a bid to become friendlier to the outside world after losing famously reticent publicity chief Kate Cotton.

The fruity firm is looking for a new PR director in an apparent bid to rid itself of the mafia-style policy of omertà it has operated since the heyday of Steve Jobs.

Following the departure of Cotton, Re/code has quoted sources as saying that Cook himself will be personally involved in choosing a new spin doctor.

If Apple manages to bring about this new period of transparency, the strategy will represent a chink in the looming brick wall that has kept the press out of Cupertino's garden for many years.

Cotton was known for feeding a ravenous press with only the daintiest of morsels to keep them hungry for even a scrap of fruity news.

So will we see a more sociable Apple? Don't bet on it. ®

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