One of the biggest headlines last week was Steve Jobs resigning as CEO of Apple. To hardcore Apple buffs – like me – a little spark in our heads trigger a tiny sense panic as though the end of the world has come upon us. It’s only a little feeling, yet it lingers in our thoughts, just like a Harold Camping’s prediction of the end of the world. Everyone in their right mind knew it wasn’t going to happen, but there was still that lingering thought of “what if” and we all waited in anticipation for the day to come to finally get some reassurance. It’s the same with the news on Jobs and Apple. We know that everything will be okay, but we don’t quite believe it and are waiting for some reassurance.
Tim Cook is now taking Jobs place as CEO. Jobs will still serve as a chairman of Apple. What does this all mean? Well, little does the public know that Cook has been acting as CEO since January while Jobs was on medical leave. Since then, Apple has still been very strong with new products coming out. However, now that Jobs is officially stepping down, Apple’s image will start to change. How will Apple convey this message of, “calm the heck down, everything will be totally fine”? Time to bring in some PR work! Apple will really need to step out with some strong and positive publicity. Why has Apple been so strong in recent years? Many people point there fingers towards Jobs. His passionate, charismatic, and assuring personality made people believe in him and Apple. His ability to step out with amazing products made people wanting to come back for more. Losing him means losing the face of Apple, so as a company, Apple needs to really step out in place of Jobs.
Let’s take this step-by-step of how Apple should be handling this situation:
- What action is wanted? Basically, Apple wants to keep their loyal customer base, and draw more customers.
- Who can make it happen? Tim Cook will need to step up in Jobs place and convey this message. Whenever there was a big announcement, Jobs was always the one to convey the message. The public will expect Cook to do the same. Cook will need to get together with the rest of the Apple team to figure out how they can convey this message. The public will then have to choose whether or not to take action.
- Why take action? Apple would like to continue being a strong entity, taking over not only the PC world, but the world of consumer electronics. Apple’s cutting edge technology has been changing the world and people’s lives, and if I were Apple, I would like to continue that trend. Also, it’d be nice to continue making loads of money.
- What’s the mutual satisfaction? Customers are really satisfied with their products, Apple makes money. This has been pretty simple, but with Jobs stepping down, this will be a tough task. Apple will need to not only continue to make great products that customers will love, but have a strong and reliable image.
- What’s the message? It’s not much of what the message will be, but how it will be given. We’ll just have to wait and see what Apple will say and do…
Apple will have a heavy task and will have to do a lot of PR work to get this message across. There hasn’t been much of a word from Apple yet, so we all have to continue waiting with this glooming anticipation. Will Apple fall from the loss of Jobs, or will it rise?