them, so often. Usually, he has used them to publicly respond to hot issues about Apple or to spread rumors himself. Some even pretend he has theorized this method, which is in essence a new way for CEOs to deal with PR, bypassing the traditional press.

Another change is more profound, and has to do with his implication on charity issues. Steve’s reputation in Silicon Valley was not very positive on this particular topic, as he was often dismissed for basically being stingy. Yet, in addition to large donations to charities, he spoke publicly twice for the defense of organ donations in 2010, and even played a critical role in the creation of the nations’ first organ donor registry in October 2010. This was obviously a praiseworthy side effect of the liver transplant that had saved his life one year earlier.