As far as Apple branding goes, Jobs was the perfect representation of the company. What good branding seeks to accomplish is replace the face and persona of the perfect shop keeper whom the local customers trust to recommend and sell the best possible product. As far as branding and CEOs are concerned, Jobs fit apple perfectly. Apple would have done well to keep him on as the face of their company while someone else ran the show behind the curtain, but I doubt Jobs would have taken that well. People trust a known face, they have accept Steve Jobs and had identified with his ideas. Tim Cook has some big shoes to fill, I hope he's half the presenter Steve was. 

 Dave Siekanowicz