Apple as whole has a mystique and iconic value. Iconic as it may be, it currently faces a classic conundrum. Companies become strongly identified with the leaders who lead them. Instead, they need to become institutions independent of their leaders. The difference between a cult and a religion is the one that outlasts its founder. It means no single individual is above the institution. This problem in Apple’s reputation could make people stop, notice and sidle away one day.

Rakhesh Khurana, a professor of Harvard Business School is continuously involved in a study of star CEOs. He says - “Can Apple become an institution independent of Steve Jobs? So far the signs are not very positive.  Apple came close to dying without Steve at the helm.  Apple has yet to develop any other personalities that are well known outside the Mac faithful. The perception that most people have is that Steve Jobs is Apple.  For a company, hoping to have a long run at success, it’s probably not very healthy.  It’s actually a really tough position for Apple. Steve’s involvement with Disney after the Pixar merger potentially spreads him even thinner.

Of course, the very thought that Apple could change enough to let the Apple executives try stuff without Steve’s approval is alarming to us Apple enthusiasts and it is pretty much radical. But that is exactly what Khurana says might be the downfall of the Apple brand. It remains to be seen whether Apple is a cult or a religion. Only time shall tell.