Xiaomi has been compared to the American corporation Apple Inc., as reviewers found some of Xiaomi's phones and tablets similar in appearance to Apple's. In addition, the marketing strategy of Xiaomi is at times described as riding on the back of the "cult of Apple". It is reported that, after reading a book about Steve Jobs in college, Xiaomi's chairman and CEO, Lei Jun, carefully cultivated a Steve Jobs image, including jeans, dark shirts, and Jobs's announcement style at Xiaomi's earlier product announcements. Given the above, he was categorized as a "counterfeit Jobs."