Kathy Cotton, famed Apple PR manager, resigns

May 7, 2014: The famous Katie Cotton, Apple’s PR guru, admired and feared by journalists, leaves the post of vice president of the company after an 18-year period.

Listing successful partnerships with Steve Jobs, many people first of all remember Jony Ive, who worked on the creation of a series of popular products, or Tim Cook, who was engaged in the production and supply of these products. But Cotton’s role at Apple was no less important, and allowed him to control views on Apple products on a global scale. Even after her departure, her unique PR philosophy continues at Apple.

Key player in Apple’s success

Cotton has been criticized by many for taking an unconventional view of the company’s PR, defining it as anti-PR. However, no one could blame the PR department for poor work, since it could direct the world’s views in the right direction for Apple with pinpoint accuracy, focusing on the actual presentation of products.

Prior to joining Cupertino, she worked for KillerApp Communications on individual projects for Jobs’ NeXT, and after returning to Apple in 1996, he offered her to head the PR department.

Cotton has been described by many publicists as Apple’s “evil demon,” but like Jobs, she prided herself on saying “no” more often than “yes.” Despite the unconventional approach, the Cotton School of PR has worked flawlessly for many years. Particularly uncompromising was her approach to protecting Jobs’ sensitive health data.

When Cotton announced her resignation, Apple spokesman Steve Dowling said of her influence: “Kathy has given this company over 18 years. She has long wanted to spend more time with her children and we will truly miss her.”

Cotton left Apple at the end of May. With her departure, many assumed that a kinder and milder period of cooperation between the company’s PR department and the press would begin. Although there have been some easing, there is also no doubt that her PR philosophy continues at Apple today.