More Apple coverage

Apple has tweaked its website to give five vice presidents, including two women, marquee placement beside CEO Tim Cook.

The slate of vice presidents now appears below Cook and Apple's senior vice presidents on the company's executive profiles page. The executives who have been given top billing are Paul Deneve, vice president for special projects; Lisa Jackson, vice president for environmental initiatives; Joel Podolny, vice president and dean of Apple University; Johny Srouji, vice president for hardware technologies; and Denise Young Smith, vice president for worldwide human resources. All report directly to Cook but are not formally part of the executive team.

The change comes just days after Apple released a diversity report revealing that 18 percent of U.S. workers are black or Hispanic, statistics that bested many Silicon Valley companies but still underwhelmed advocates. In a letter accompanying the report, Cook pledged that the company will strive to do better.

Tim Bajarin, president of Creative Strategies, said the change to the website fits with Cook's mission to foster a more diverse and inclusive leadership team.

"I think it's representative of his thinking," Bajarin said.

But Roger Kay of Endpoint Technologies Associates said the change to the website is little more than a symbolic step.

"My sense is it's probably more window dressing than anything else," he said.


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Cook spotlighted both Young Smith and Jackson in his letter on diversity. Jackson, who joined Apple last year after heading the Environmental Protection Agency, announced this week that the company will ban two potentially hazardous chemicals from the final assembly of its products. Young Smith, who has moved up within the company after starting in retail, narrated a glossy video that Apple released this week with its diversity report.

Contact Julia Love at 408-920-5536; follow her at Twitter.com/byJuliaLove.