News of Apple CE and co-founder Steve Jobs’ resignation has rocked the world this week. There’s no denying that Steve Jobs’ risk-taking strategy has been at least partially responsible for the development of the iPhone and iPad, products that have lead to the popularisation of the brand. Reactions to his resignation shows that Steve Jobs’ ballsy attitude and charismatic personality have earned him the status of a brand in his own right. The power of this brand seems to be causing people to lose sight of the fact that although Steve has been a driving force, Apple’s success is the result of the hard work of a huge team of exceptionally creative and talented individuals. We’re confident that Apple will continue to live up to its reputation as the world’s most innovative technology company.