Apple's image gatekeeper, Katie Cotton, departs after 18 years
Posted: 05/07/2014 01:54:22 PM PDT
Updated: 05/07/2014 01:58:18 PM PDT
CUPERTINO -- Katie Cotton, the guardian of Apple's tightly controlled image under the legendary Steve Jobs and now under CEO Tim Cook, is resigning after more than 18 years helping to shape Apple's neatly manicured public persona.
Cotton, Apple's vice president for world-wide communications and considered one of Silicon Valley's most powerful women, was rarely heard from and usually only seen in public near Jobs and later Cook.
Apple on Wednesday did not respond to a request from this newspaper for a comment about Cotton's departure.
But Apple spokesman Steve Dowling said in a statement to tech website re/code that, 'Katie has given her all to this company for over 18 years. She has wanted to spend time with her children for some time now. We are really going to miss her.'
Cotton rarely parsed out information, a strategy that continues to help build excitement and expectations whenever Apple is on the verge of a big announcement and speculation grows wild in the subsequent information vacuum.
Tim Bajarin, president of Creative Strategies, said Cotton's gracious and warm-hearted personality belied the requirements of her job that often put her at odds with journalists covering Apple.
'Their communications strategy added an element of mystery and aura to Apple Computer itself,' Bajarin said. 'Steve (Jobs) was very much behind the concept of the element of surprise. They just thrived on that kind of marketing communications. And she was the keeper of the gate. As a result, their requests from the media are the highest I've seen of any company outside of Hollywood.'
Bajarin says Cotton now deserves time to spend with her children.
'I know she came off to the media as way too strict and probably too rigid and she upset a lot of the media,' Bajarin said. 'But you can't fault her for following orders. She's the best in the business.'
Contact Dan Nakaso at 408-271-3648. Follow him at http://ift.tt/KIs8ED.
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