Just how important was Steve Jobs’ departure as Apple CEO to sales of the iPad? Very little, according to a survey indicating consumers were prepared for Apple’s co-founder to step down.
The survey, published by Changewave Research, found just 4 percent of those surveyed between Sept. 6-12 said they were “less likely” to buy an iPad or other Apple gadget without Jobs’ at the helm. By contrast, 89 percent of the 2,297 survey participants said Jobs’ departure had “no effect” on their buying decisions.
The recent responses differ from a similar question asked of consumers in 2008. Some 18 percent said at that time they were “less likely” to buy Apple products should Jobs step down. The differing attitudes suggest what Changewave calls an ‘inoculating effect.’
“The results suggest that Jobs’ previous absences have had an ‘inoculating’ effect that over time has allayed consumer concerns on whether the company could operate at the same level without Steve Jobs at the helm,” Changewave announced earlier this week.
Another factor could have been the reassurance from both Jobs and Apple that the iconic corporate leader was not completely walking away from his business. In statements, it was clear Jobs would stay on as part of Apple’s Board of Directors and his successor, Tim Cook, quickly told employees not to expect anything that would stray from Jobs’ past actions.
