Dear Apple Inc.,
You may not know me. In fact, you may not care. But, I am writing to you in hopes that you will share a brief moment of your time to hear a couple thoughts that I have regarding the future of Apple as it relates to the health of figurehead Steve Jobs.
Now, despite having recently become an avid Apple fan and returning customer, I am concerned about the health of CEO and face of Apple Steve Jobs. In specific, though, I am worried about your future as a company. Although Mr. Jobs has allegedly overcome a rare form of pancreatic cancer and is working through a hormonal imbalance that has caused undue weight loss, it is becoming increasingly evident that Mr. Jobs will not — much as we may wish — live forever. The fact that Mr. Jobs’ health is so critical is easily seen when the stock price of Apple sways so quickly based on reports of Mr. Jobs’ health. Of course, I don’t need to tell you that. You already know. Why else would you have attempted to conceal details regarding Mr. Jobs’ health to the best of your ability during his struggle with pancreatic cancer?
In all fairness, I do wish that Mr. Jobs continues living a long and healthy life, but as a man ages, he naturally incurs more health problems as the immune system breaks down and the body wears with age. Since Mr. Jobs is not superhuman — mentally, perhaps, but not physically — we know that eventually his health will be a real issue, an unrecoverable issue, to the point where he must retire. When this circumstance becomes a reality, there is no doubt in my mind that Apple will take a hit from this news. This is inevitable — no one can live up to Mr. Jobs’ name as it stands.
The question now becomes, what can Apple do to make this inevitable event cushioned, less detrimental? My suggestion is to create a new face for Apple, a shift from the face of Jobs to the face of another charismatic, trustworthy, honest, cool dude (after all, that’s what Jobs is, isn’t it?). It may seem too early to reinvent an image that glows so brightly, and indeed you are right. Yet, Apple’s face has Mr. Jobs written all over it, and that face is slowly fading out. Naturally, the way to curb this problem is to nip it in the bud. I recommend that Apple begin moving toward a new face and slowly provide a transition so that faith and credibility — much of which is held by Steve Jobs — are seceded by a successor. Phil Schiller seems to be your worldwide marketing executive and first choice, but now you must qualify him based on his charisma, because for Apple, it is about image. It is about the “cool factor.”
Now, Apple, I must ask you. Who will be the next face of Apple? Will it be Phil Schiller? Please, choose soon. Not only as a customer am I eager to see this new face, but your investors will certainly be uniquely interested in the future of Apple, the success of which is largely attributed directly to Steve Jobs. I don’t think that Apple will continue so strongly without a figurehead, and it would seem your investors agree with me.
To clarify my reason for concern regarding the future of Apple — I think we both know that nothing is written without purpose and intended audience — as a customer, I chiefly enjoy the utility and simplicity of your hardware and software products. Unlike what some may suggest, I have completely switched to Apple products because of their feature set and ease of use. To ensure that I may continue receiving the highest quality products on the market, it is in my best interest to ensure that you, Apple, continue providing them. To that effect, I am seeking your attention, if for a moment, to consider your future and how the decisions you make now will affect your customers later.
Please consider deeply my thoughts on this topic. I don’t expect a response — you may never even see this letter — but I pray for Steve Jobs’ health, and I pray for many more years of the highest quality products Apple has so keenly developed in recent years.
Thank you for your time.
Respectfully,
Jona
Just another blogger at Slightly Remarkable.com, and not simply an Apple fan boy.