Donny Deutsch Says Steve Jobs is Indespensible to Apple's Brand

Here is why I disagree.

Donny Deutsch just went on CNBC and explained that one person is never essential to a brand, but that Apple's case is the case that defies that rule.  He reasons that we have already seen it - Jobs created the businesses and the computer, left and the company crashed, and then came back to save it.

While I think that the case that Deutsch makes is a compelling one regarding Apple, I have grown to disagree.  Apple today is such a leader is so many different places that the general rule that Deutsch believes in applies here too.  Also, Apple has promoted other leaders and now has a succession plan.  Finally, I would note that Apple's failures in the mid-1990's were largely a result of the seeds that Jobs had laid - tying operating system to hardware - Jobs is brilliant but they will find other brilliant people. 

I expect that Apple is about to take another fall when people, including Deutsch, start to question the explanation about Jobs' genetic disorder.  I believe the company is good today and will be good tomorrow after Jobs is gone.  So, I'll be a buyer if I see it is the low 80's again.

Aron Livrone
Aron Livrone: Aron is a 2008 Wharton MBA with a consulting background prior to moving from Sweden to the US to begin his MBA.

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