Apple Inc. has become one of the most popular companies in our society. They continue to churn out “cool” gadgets, such as the iPod, iPhone, and iPad. Co-founder Steve Jobs has been the face of Apple Inc. for many years. With the presentation of the iPhone 4S yesterday, Apple Inc. now has a new face for their company – CEO Tim Cook. After Mr. Jobs stepped down for health reasons earlier this year, Mr. Cook was named as his replacement. While Mr. Jobs was CEO, Mr. Cook played an important behind-the-scenes role, but has now been thrust into the spotlight. The question that arises now is how will this affect Apple Inc.’s brand image? I believe it will not. For the past few years, Apple Inc. has been at the top of its product category, and therefore has occupied a position in the consumer’s mind. The introduction of the iPhone 4S will do nothing to endanger this position, as it is an improvement on the past model. When the iPhone 5 is introduced however, Mr. Cook and Apple Inc.’s image will be tested. Without Mr. Jobs, will they still be able to churn out more “cool” gadgets? Only time will tell.