With new iPhone, Apple Inc. also unveils a new version of itself

With today’s release of the iPhone 4S, the public face of the Apple brand has been replaced. The departure of Steve Jobs prompted Tim Cook to take control of the company. Much of Apple’s magical aura was grounded by Steve Jobs and his enchanting product unveilings. With the departure of Steve Jobs this magical point of difference has disappeared. Now it is up to new CEO Tim Cook to mesmerize the audience and also become the new face of Apple.

The unveiling of the new iPhone 4S is less revolutionary of the product and more to do with the Apple Brand. This is the first opportunity for new CEO Tim Cook to make an impression and establish himself as the new face of Apple. Mr. Cook “will almost certainly be a hit” because he is introducing a very anticipated product that will be a success regardless of his presentation. Therefore, only the future will tell us how Apple will continue to grow and if Tim Cook can fill Steve Jobs shoes.