A one man brand: can Apple survive without Jobs..?

Link to the article: Channel 4 News

As Steve Jobs quits as Apple boss, Channel 4 News looks at the power of the company's creative guru and what happens when you build a brand around one man.



n his trademark uniform of jeans, sneakers and black turtlenecks, Steve Jobs is the man behind the iconic Apple gadgets which have inspired an almost cult-like following, including the iPod, iPhone and the iPad.

He has been the public face of just about every major product launch in the past decade.

Stocks in Apple plunged more than 5 per cent after the announcement that Jobs, who is battling pancreatic cancer, would step down and hand over the top job to chief operating officer, Tim Cook.

Richard Merrin, managing director of PR agency Spreckley, told Channel 4 News that it is rare to find someone as charismatic and powerful as Jobs to spearhead a company's brand.

"Jobs is an extraordinary visionary, he's synonymous with the Apple brand. But you don't come across someone like that very often.