ARTICLE SUMMARY: Technology events often create quite a buzz as consumers and investors anticipate the release of new and improved products. However, the stir at a recent Apple public event was due more to the appearance of CEO Steve Jobs than announcements related to the company’s popular iPod and iPhone products. Jobs made his first public appearance since October 2008 and since a liver transplant.

QUESTIONS:

1. What aspects of observable culture does Steve Jobs represent and why is this important both for Apple, the company’s investors, and for customers?
2. Apple stock prices varied widely leading up to and following the event. Industry analysts suggest that Apple’s stock price, which closed slightly lower following the meeting, would have gone much lower had Jobs not made his public appearance. If true, what does this say about Jobs’ role as symbolic leader at Apple?
3. How is Jobs’ appearance consistent with visionary and charismatic leadership?

SOURCE: Y. I. Kane & J. Hodgson, “Jobs Takes Stage at Apple Event,” The Wall Street Journal (Retrievable online at http://online.wsj.com/article/SB125250736905495705.html; for additional reference, see http://www.washingtonpost.com/wp-dyn/content/article/2009/09/09/AR2009090902297.html)

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