Apple Inc. (NASDAQ:AAPL)’s press relations chief Katie Cotton recently left the company and now the iPhone maker is looking for a new PR chief to replace her.

Katie Cotton Apple

What Apple hopes to find with next PR chief

Re/code’s John Pacozkowski reports on developments in the search. He highlights that Apple CEO Cook is specifically looking for a friendly and approachable face to represent the company. The company has maintained the stoic image built by Steve Jobs to date, but it is now time for a change.

Last month, Cotton announced her plans to retire after working 18 years for Apple Inc. (NASDAQ:AAPL). There are possibilities Apple Inc. (NASDAQ:AAPL) could bring in PR veterans like Nat Kerris or Steve Dowling, however, at press time there is no word on who the iPhone maker will replace Cotton with.

Cotton’s experience with Apple

Throughout Cotton’s tenure with the tech giant, she has kept a relatively low profile. Despite her low profile, she was still a significant influence within the company. She handled many of the company’s key problems, including Jobs’ illness and the backdating scandal. Her career was eminently successful as she knew what to remain tight-lipped about and what to comment on. She has been with the firm from the moment when Apple Inc. (NASDAQ:AAPL) launched the iMac to the upcoming IPhone 6 launch. It will be difficult for Apple to find a replacement who can match Cotton’s experience.

It takes a certain type of person to work at Apple Inc. (NASDAQ:AAPL). One of the main reasons for the company’s success is the executives that run and represent the business. When the company lost the legendary Steve Jobs (who was co-founder and CEO of the company) back in 2011, there was serious concern if current CEO Tim Cook could take over Apple and lead the company to greater success.

Not surprisingly, Cook has given the company everything it needed and more. It seems likely Cook will step up to the plate and hit a home run again when selecting Apple’s next PR chief.