In the new position, Sewell will help lead the resolution of a range of issues facing Apple, including regulatory investigations into an inquiry launched in July by the Federal Communications Commission into the company's failure to approve an application submitted by Google Inc. for the iPhone.

Apple also previously faced questions from investors and others into how the company managed the release of information regarding the health of CEO Steve Jobs.

"With Bruce's extensive experience in litigation, securities and intellectual property, we expect this to be a seamless transition," said Jobs in a statement. Sewell will be replacing Daniel Cooperman, who is retiring after serving as general counsel for the last two years.

Sewell has extensive experience in corporate legal affairs and served in various capacities at Intel for about 14 years during which he helped manage the microprocessor vendor's legal affairs in more than 30 countries. Apple said Sewell handled issues such as antitrust compliance, licensing and intellectual property at Intel.

These are all areas where Apple would itself need a firm guiding hand as its consumer electronics products continue to gain market share worldwide.

The company is already dealing with numerous issues arising from its fast revenue growth and expansion into new markets, including how to defend itself against allegations its exclusive deals with telecom service providers might be against antitrust laws in certain geographic regions.