Subtly, it seems.

Horace Dediu on Apple's new numbers.

A look at the man who took the helm from Steve Jobs.

The Tim Cook effect: "Having originally asked marketers to commit to spend at least $1 million—an amount later dropped to $500,000—Apple is now discussing ad deals with a minimum commitment of just $400,000, according to a person familiar with the matter."

So Tim Cook is now doing emails too. He's a bit more talkative but also a bit more formal than Steve Jobs. First Cookmail in the wild?

A former sales exec: "I asked Cook what he thought about the direction of a certain software company whose products were closely tied to the Mac; about their lack of support for certain applications Mac users were clamoring to have.

"Cook's answer was detailed and thorough, and everything he said about the company in question, every prediction and outlook, ended up coming true in the two years that followed. But the fact that he was dead right about the future of that company wasn't why I remember his answer to my question so well. It was because he took his own sweet time answering it.

"Tim Cook is one of those rare people who stop and think before speaking. Standing in the same room with him I realized that he's comfortable with silence as long as that silence is productive and appropriate. He's not like other tech execs who ramble almost immediately and incoherently at any question lobbed at them, as if doing so will convince others they know everything about everything."