Why Apple must tell its story

The face of Apple is its C.E.O. Steve Jobs and rumors of his declining health threaten soaring stock prices and record-breaking revenues. This paper examines the problem of succession facing Apple. In order to maintain a viable and successful brand, Apple must look to differentiate Apple from Steve Jobs in the minds of consumers and shareholders. This paper also examines Apple's relationship with the media and the marketing strategies employed to publicize Apple's products. Apple should employ a public relations strategy which is more responsive to the press in all realms but most specifically in regard to their very public C.E.O.'s health.