Apple's new chairman: "There is an arrogance" in the company

Apple's new chairman: "There is an arrogance" in the company
Apple's 8-men board of directors has often been described as being almost family-like. Starting from yesterday, it has accepted Arthur Levinson to the role of non-executive chairman. Levinson has been on the board since 2000, so this might not seem like a change that would change the way Apple works. However, Levinson shared some of his thoughts about Cupertino's ways of talking to the public right away.

The former CEO of biotech company Genentech, mentioned that the company sometimes shows off its swagger and this attitude is not the right one for the world's biggest firm by market value.

"There is an arrogance," at Apple, which has to subside after Cupertino's growth to the top of the most valuable companies' list. "We need to make the transition to being a big company and dealing with the hubris issue," Levinson told Steve Jobs' biographer Walter Isaacson.

Interestingly, Isaacson also reveals that Levinson pushed Steve Jobs on introducing the App Store for the iPhone, but at the same time was a big opponent of Apple Stores. Well, it seems that he was right about one of these things, but what about Apple's attitude – does it really need to change in your opinion, or does it give you one more reason to be proud of owning an Apple device (if you do!)? Let us know in the comments below.

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