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Apple appoints new CEO

They were always going to be tough shoes to fill, but the new chief of Apple is expected to do big things for the company.

In a move that some commentators are labelling cautious the board elected Arthur Levinson to the top position.

Levinson has a long history with Apple and had previously worked in the role of co-leader of the board along side Steve Jobs since 2005.

But he has been a prominent figure at the company for more than ten years after beginning with them in 2000.

Also, he was the chief executive officer of a biotech company called Genentech – which is now owned by Roche – joining them as a research in 1980 and leaving the company in 2009.

The 61-year-old also has close ties to competitor Google having spent time on their board while he was working with Genentech.

And while he spoke out publicly about the need for the brand to work on its image, telling Jobs' biographer Walter Isaacson "there is an arrogance" at Apple, it seems unlikely he will introduce significant changes in the short-term.

In a statement about his new position he said: "Apple is always focused on out-innovating itself … and that is something I am very proud to be a part of."

In other appointments, the chief executive officer of Disney Bod Iger who worked with both Steve Jobs and Tim Cook in previous years, has also been elected to the board at Apple.

As chief of Pixar Jobs was the largest shareholder of Disney and maintained positive working relationships with his colleagues.

And while a lot of the success of the company at both Apple and Disney has been attributed to its charismatic front man, it is expected that the brand will continue to be a market leader.

Apple chief Tim Cook described the Iger as "a great fit for apple" and said that he would be a strong addition to their team.