Dive Brief:

• Apple may be prepping for a more prominent social media presence with its posting of a Head of Social Media and Content position at its offices in Los Angeles. 
• The notoriously social-shy brand is warming up to social media—executives Tim Cook and Phil Schiller have now actively starting tweeting.
• The tech company also recently hired Musa Tariq, a former lead of social at Nike and Burberry, that could suggest its more open to social media. 

Dive Insight: 

So far Apple has been able to expand and grow the brand through high quality products and word of mouth, but since it no longer has a monopoly on good phones—a stronger PR arm is necessary. Fortune reports that in the post-Jobs era, the company is probably easing into a new model of communication that allows for a two-way discussion with its customers, instead of the single narrator communication model in time of Jobs.