Recently, Steve Jobs the CEO of Apple passed away due to Pancreatic Cancer. Although the head of Apple is gone, his Empire and Legacy lives on. Not only was he the co-founder of Apple computers and Pixar Animations, but he was also an inspirational figure for millions of people, famous for his speech at a Stanford University Graduation, as he delivered an encouraging and inspirational speech to many. Steve jobs played such a big role in Apple’s success not only because of his ingenious innovations, but also for his charismatic personality that was utilized in Apple’s marketing tactic when releasing new products in the market. Although there has been many speculations of Apple’s fate due to Steve’s passing, Apples brand now lies on the shoulders on Steve’s newly appointed successor Tim Cook. The big question now remains on the performance of Tim Cook and if he can successfully live up to Steve Job’s delivery with product development and marketing. For the past quarter of a century, Steve Job’s has successfully created a cult of Apple loving consumers, and a culture among young working professionals who seek to differentiate themselves from other computer users. Steve has positioned Apple’s brand as a lifestyle product and it is one of the world’s most recognized brands, creating a solid base for Tim Cook to build upon. It will be interesting to see if Apple’s marketing strategy will change now that Steve Jobs is out of the picture, and If Tim Cook will live up to Steve Job’s recommendation. All eyes will now be on Tim Cook to see if his capabilities lives up to expectations of delivering Apple’s next greatest innovation.