When owners, CEO's, Presidents, or heads of companies are always in the public eye their actions affect the sales of their products and sometimes whether their stocks will rise or fall. Steve Jobs for instance is rumored to be sick and one report has claimed that he only has six weeks to live. Apple's stock has already dropped 1.3 percent and if evidence appears to back these claims it will probably fall further. This may only affect stocks but some people loyal to the Apple brand and ipods may become skeptical of future products. If Steve Jobs dies Apple will have to find someone who can do the same for the public and convince them just as easily to buy Apple's products. Otherwise for the first time in years Apple may lose its lead in the world of MP3 players.
This is basically an endorsement situation but the CEO has decided that instead of spending money on someone to have them use the product he will just endorse himself. Unfortunately it is much harder to switch over to a new face or figure especially with someone who is described as a titan.
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