Rock Center Fellow Vivek Wadhwa is quoted by USA Today's Scott Martin on how Apple CEO Tim Cook is changing the role passed on to him Steve Jobs. 

Apple CEO Tim Cook is mapping a new image for the company — one of a responsible corporate giant that makes mistakes — in an about-face from the tone formerly set by co-founder Steve Jobs.

Since the launch of Apple Maps, the company has come under fire for its half-baked directions. A map app is one of a smartphone's most vital utilities next to the basic phone function.

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Jobs brought Apple from a niche firm with a cult following to a mainstream giant with a new role, says Vivek Wadhwa, a fellow at Stanford University. “With this comes many responsibilities — like listening to customers and taking responsibility for their satisfaction. This is exactly what Cook is doing.”

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