Tim Cook Starts to Make Apple His Own

Tim Cook promised that Apple Inc. wouldn’t change when he took over the company’s helm from Steve Jobs in August.

But the low-key Mr. Cook has already put his operational mark on Apple in ways that suggest the company won’t be entirely the same as under its intense and tempestuous co-founder.

In recent weeks, Mr. Cook has tended to administrative matters that never interested Mr. Jobs, such as promotions and corporate reporting structures, according to people familiar with the matter. The new chief executive, 50 years old, has also been more communicative with employees than his predecessor, sending a variety of company-wide emails while addressing Apple employees as “Team,” people close to the company said.

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