The departure of Steve Jobs as leader of Apple on medical grounds has been anticipated in and outside Apple for some time. We can anticipate even more news coverage of the iconic figure whose design genius was behind a steam of products since the time of the first Apple personal computer, launched as the Apple 2
Quirky but much loved
This was quirky but much but much loved. Even the earliest versions were revolutionary in appearance and functioning. They suggested a future for personal computing that could not be imagined in the market leading IBM product and its host of imitators trying to be as compatible as a possible at lower cost.
The Apple Mac
Then the Apple Mac came along. This was even more obviously evidence of new species emerging. They are coming from a common ancestor, but retaining a genetic capacity to visualize as well as to digitalise.
IBM and clones under threat
Apple products become a serious threat to the generic sounding PC (i.e. IBM’s products and its clones). Compatibility was more an aspiration than a reality for each set of products, and even today there are enough differences to create famous entry barriers to switching from one of the two IT tribes.
Apple developed a brand image of innovation and design excellence. The company succeeded in grabbing a share of the emerging mobile phone market with its i-phone and then the tablet market with the i-pad. Apple stores became cathedrals for worshippers.
And each of the innovative leaps in the company was utterly associated with the design genius of Steve Jobs. Stock levels were seen to shift according to reports on his deteriorating health.
This is one of the clearest example of symbolic leadership to be found in modern times. Steve Jobs was Apple. The closest parallel I can think of is that of Walt Disney. Incidentally, you can find fascinating comparisons of the two companies in the book Disney Wars.
All is not gloom and doom
There are naturally signs of bereavement at present at Apple. But all is not gloom and doom. Apple has had a strong internal candidate waiting to step up. The evidence is that the company has faced the realities of succession. Tim Cook is already highly regarded internally for his operational and organizational talents. He was appointed in what seemed like one last symbolic act after his strong endorsement by Steve Jobs in his letter of resignation. We will learn much more of Mr Cook in the coming months. Will Apple now enter a post-charismatic era in its public image?