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CEO Tim Cook to Star in Apple Event Oct. 4

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    NEWSLETTERS

    Apple
    Apple COO Timothy Cook.

    While it's likely most people are interested in Apple's Oct. 4 event because they want to hear about its latest iPhone launch, some are looking forward to the announcement to see chief executive Tim Cook's debut as Apple's new pitchman.

    Now that Steve Jobs has resigned, Cook has to step into the limelight and be the face of Apple, according to AllThingsD. From the report:

    And that’s why, said sources, although he’s never quarterbacked an Apple product announcement before, Cook is certain to preside over the iPhone 5 rollout. He has to, of course. To pass the presentation on to anyone else  . . .  would undercut Cook’s new role and reinforce public perception that its legendary outgoing CEO and co-founder Steve Jobs is Apple, and that it will be a different company without him.

    Cook has already stepped into Jobs' shoes by answering public email and making some changes in Apple's executive team, but hasn't been fully embraced as the face of the tech company. Part of that reason is that he has to be seen as an integral part of product launches and the public face of the company. Jobs definitely is a hard act to follow, but by all accounts Cook is a smart man and an important asset to the company. (Consumers say they will still use Apple products despite Jobs' resignation.)

    We think most people will be watching to see if he can successfully helm the Oct. 4 event and channel a little of Jobs' theatricality.