Apple Inc. is an organization based in USA that creates and manufactures and promote computers and portable devices having high technology. Apple remained successful organization in the previous 15 years after coming back of its charismatic co founder, Steve Jobs. Products of Apple have good designs and creative functions that have revolutionized the markets. It has 76,100 employees. Its head office is present in Cupertino, California. (MarketLine,2013; CBSonline, 2013; Bloomberg Businessweek, 2013; Google Finance, 2013) Steve Jobs, the originator & CEO of Apple passed away in October 2011. Because of having cancer and worked till August 2011. The previous COO Timothy Cook became CEO. (Markoff, 2011).After his death Apple had to face a major setback, as Steve played a major role in success and prosperity of organization. He was the most renowned CEO of world; His personality became an integral part of Apple. Two times when organization was on the verge of extinction he saved it with his best management skills. He converted Apple into an innovative brand and positioned it as unique luxury products producer which have exceptional product design, flawless offering, greatly integrated hardware, software & machinery systems. (Siltanen, 2011; Perenson, 2011; Petrie, 2012; Markoff, 2011) He had a passion for his organization and its offerings he encouraged everyone to strive for innovation. He developed core vision and mission for Apple. Because of all this je was able to gain attention of target customers. Captured imaginations & all the people were inspired by his vision. Not only clients but employees were committed to him and presented extreme loyalty. He was the most zealous leader that anyone could ever expect to have; he was a sauce of high morale without burdening employees (Siltanen, 2011; Perenson, 2011; Friedman, 2011; Markoff, 2011) His style of management was deemed to be entreprenuel for the organization. He paid attention on developing the culture of innovation in company. He directed and controlled people but took suggestions of all employees and incorporated every one in the matters of company. Employees were motivated not only due to managerial control but also by his inspirational style. He was the major mastermind behind the successful operations of Apple. He developed zeal, vigor and tremendous personal emotions in daily life of public by means of offerings of Apple (Siltanen, 2011; Perenson, 2011; Friedman, 2011; Markoff, 2011) The inheritance of Steve Jobs was great source of support for organization. The distribution of power was greatly centralized and the Steve jobs were at top of every policy acting, demonstration and practicing the vision he created for Apple. He used to directly monitor and give instruction to employees. He was the founder of main idea of company and he was the greatest and most valuable asset of company. Although Apple had good succession planning and the replacing CEO was nominated by Jobs himself and Apple still possesses good leadership with a able and skilled executive leader for teams and company had good economic situation but majority f experts had a view that apple will face crisis after Jobs and he is not possible to be replaced (Helft and Miller, 2011; Gustin, 2012) Because of Jobs absence the process of innovation has become low paced the perception of brands status and repute has not remained the same which is affecting the performance o Apple in such a competitive organization. (Kelly, 2012; Crow, 2012; Bosker, 2013; Creamer, 2013; Lashinsky, 2013) A lot of employees has resigned from Apple and joined other companies in Silicon Valley because according to them ,innovative strength and core characteristics of apple are missing and culture and environment is changed (Cheng, 2012; Diaz, 2013) The Apples new product Apple watch was meant to be innovative as its old products have been. Also it dont fit with apples core ideology as it does not make life of people easy and improved The same function can be performed by any Smartphone. The growth of other competitors especially Samsung is an obvious instance of this that Apple is facing crisis. Samsungs products are considered as being more advanced. Customer is only committed due to history of Apple, and the image created by company over time. Samsungs clients stick to t due to its better products. Most people think they are improved in designs and easy to use. This retained the old customers to some extent but potential customers who are not aware of Apples history are shifting to competitors and creating a threatening satiation for organization. Now Apple should seriously think upon recreating its innovation culture and fine its missing ideology. Apple requires mending the gap between its offerings, promotions and core values. It should follow the ideology of its funder. The strong brand identity was suitable for Apple as it influences customers to symbolize the brand by its effective marketing. In present times customers have complete knowledge that they are more powerful than they have realized. It is necessary for Apple to show the customers that Apple is more creative than they can realize. Its the way for its survival in future.(Ighalo)ReferencesIghalo, Alex. Apples Identity Crisis Advertsisng week blog N.p,. 12 September 2014.Web. 04. December 2014.Bosker, Bianca. How Apple is losing is monolply on Magice Huff Post. N.p 03 June 2013. Web. 04. December 2014.