The funeral for Apple Inc co-founder Steve Jobs is taking place on Friday, the Wall Street Journal cited a person familiar with the matter as saying.

The funeral "is characterized as a small private gathering", WSJ reported, citing the person.

An Apple spokesman declined to comment but repeated that no public memorial has been planned.

Jobs' death on Wednesday, following a years-long battle with pancreatic cancer, sparked an outpouring of tributes from world leaders, business rivals and fans.