When Steve Jobs resigned as CEO of Apple yesterday, the media went crazy. With so many major newspapers running the story, there are few people who will not know by now that Jobs has stepped down from his post. But what do consumers think?
Mourning and celebration
Apple has always divided technology consumers, with those who love the brand and those who hate it often being equally passionate about their respective stance. In some cases, this devotion or abhorrence extends to the company’s leader.
For many, Jobs is perceived as the route of Apple’s innovation. Commenting on a BBC News report, a user named Shaza writes with a tone of mourning: “What a sad day, i just want to say thank you Steve for changing the way I use computers, my "Mac" family in my office are all cherised.” [ sic ] A comment on an article in a San Francisco newspaper predicts the downfall of Apple: “Jobs was responsible for Apple's rebirth and an amazing string of products and industries. And there may be some interesting products in the pipeline, but there isn't anyone who can replace him. There probably won't be anyone who is as much a visionary, marketer, and tyrant as Jobs was. Sad to say, but this is most likely the beginning of the end for Apple.”
Conversely, some in the anti-Apple camp are hopeful that Jobs’ resignation will correct what they see as the flaws of the brand. A user named Rob, commenting on the BBC article, writes: “Oh my god he's just a man. Seriously Apple fans are fanatical about him. He's bought about a few interesting devices but devices that are so locked down that no one can do what they want with it unless Mr Jobs has given you permission first. I hate the apple ethos. Maybe someone new at the helm of Apple will mean they release a device that I might consider buying.” [ sic ] Another reader ponders, “does this mean does that mean that iPhone5 will run Flash...?” [ sic ] in reference to the lack of Flash compatibility on previous iPhone models. Meanwhile, a user posting as elmodiddly reacted to the news with enthusiasm: “Good! Maybe with him gone the arrogance and bullyboy strangulation of rivals will start to abate so that the true lack of innovation can be shown so that the world knows just how awful the iPhone really is and how good the rivals are.”
Opportunities for retail
While it is hard to tell what direct impact Jobs’ resignation will have on Apple’s and other technology manufacturers’ future products, this news has highlighted the significance of Jobs as the face of the company. Many equate Jobs’ resignation as signposting the potential for changes in Apple products, whether for better or for worse. More interestingly, though, this move has revealed that, like the Apple brand itself – which scientists say can stimulate the brain in the same way as religion – the person behind the slick and sleek interface sometimes incites almost worship-like admiration. Could the so-called ‘cult of Apple’ become the ‘cult of Jobs’? A group of college graduates in the USA seem to think so. Fan boys and girls can now buy T-shirts commemorating Jobs’ time as CEO. The garments, which are sold on byebyejobs.com, depict an iPhone showing an image of Jobs’ face and are priced at $15. If this product is a hit with consumers, there may be room for other Jobs merchandise on the market.
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