Although the public is used to seeing Steve Jobs as the face of Apple, a growing number of consumers are comfortable purchasing products from the Cupertino, Calif. company even if the iconic iPod salesman is not at the helm. That’s the finding of a recent survey comparing consumer reactions to questions surrounding Jobs’ health.
Some 93 percent of people questioned in a RBC Capital Markets and ChangeWave survey said a change of Apple leadership would either have no impact or would not alter their buying choices. This compares to a June 2008 survey finding 18 percent of people would be less likely to purchase Apple products if Jobs left the CEO position.
“Consumers have had three years to evolve their perception of the Apple brand around its creative new products, cutting edge innovation, iTunes/App Store ecosystem and premium quality positioning — beyond the buying pull of Apple’s iconic CEO,” analyst Mike Abramsky said.
Part of that higher comfort level may be due to Apple Chief Operating Officer Tim Cook substituting for Jobs. Along with Cook filling-in for the CEO’s January medical-leave, the COO became the temporary face of Apple in 2009, when Jobs dropped out of sight due to health issues. Signaling Wall Street’s acceptance of Cook, Apple stock rose 144 percent and revenue increased 20 percent when the co-founder was last out of pocket.
The survey results are just the latest indication of Apple’s maturity from a mercurial brand shepherded by high-profile CEOs to a stable, well-established brand that has developed a deep bench of potential leaders. Gone are the days of Apple as ‘outsider.’ The Cupertino, Calif. company has become the ultimate insider – complete with a succession plan, if unspoken.
