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.[133][134] In addition, the marketing strategy of Xiaomi is at times described as riding on the back of the "cult of Apple".[135] It is reported that, after reading a book about Steve Jobs in college,[136] Xiaomi's chairman and CEO, Lei Jun,[137] carefully cultivated a Steve Jobs image,[138] including jeans, dark shirts,[139] and Jobs's announcement style at Xiaomi's earlier product announcements.[140] Given the above, he was categorized as a "counterfeit Jobs."[141][142]