So, Steve Jobs has finally resigned as Apple's CEO. For me, the most interesting part of this story is the way in which he penned his resignation letter. It wasn’t bitter or self-pitying, it was just so 'on brand' in its tone and affections for Apple's staff and community. In it he said that he would: "…like to serve, if the Board sees fit, as Chairman of the Board, director and Apple employee." and signed off with: "…and I thank you all for the many years of being able to work alongside you."
These are humble sentiments coming from a man that is regarded as having saved Apple in the mid-90's - wrestling it from the clutches of failure and turning dull PC's in grey boxes into a set of highly desirable products and design icons.
Rather than positioning himself as the saviour, I'm impressed with the way he's been able to put ego to one side and understand that although the brand wouldn't have sky rocketed without his intervention, the Apple brand experience, it's personality, the diversity of its game-changing products and its tone of voice have developed a life of their own and has become so much bigger than him.
It's hard enough to walk away from something you've given a lifetime's work to but to do it in such a manner deserves respect. Here's to Apple and good health to Mr Jobs.
Posted by Andy Cording, Brand Experiences Account Manager
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