Here's one thing that's changed since Steve Jobs died.
When Tim Cook, Apple's new CEO, thinks his company has been wronged by the media, he doesn't shrink from hitting back - swiftly and in a way that he knows will quickly become public.
A report that got Cook's goat - the second in a New York Times series about working conditions in the Chinese factories that build nearly all of Apple's products - was particularly painful on several levels.
And you can almost hear the fury in a message that Cook sent to his staff. It begins:
"As a company and as individuals, we are defined by our values. Unfortunately, some people are questioning Apple's values today, and I'd like to address this with you directly. We care about every worker in our worldwide supply chain. Any accident is deeply troubling, and any issue with working conditions is cause for concern. Any suggestion that we don't care is patently false and offensive to us. As you know better than anyone, accusations like these are contrary to our values. It's not who we are."
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