How Do Consumers Perceive Apple Without Steve Jobs?

More than a fifth of consumers have less faith in Apple following the death of the company’s founder Steve Jobs, according to a new survey conducted by London PR.

But concerns that his passing may lead to less sales for Apple could be unfounded as it seems the publicity following his death could have done much to promote the brand and its products including the iPad and iPhone in the run up to Christmas.

Our poll found almost a quarter of consumers (22%) said they felt Apple would be a less innovative company without Jobs at the helm.

But more than a third of those surveyed (34%) said they had been encouraged to buy Apple products by the huge wave of publicity which followed Jobs’ death in October.

Apple’s rise to household name and its status as a byword for technological innovation is closely associated with Steve Jobs’ stewardship of the company.

His decision to appear personally and handle the unveiling at each product launch has led some commentators to note how closely the man himself became the brand in the minds of many Apple consumers and the wider public.

We questioned 1000 consumers on the streets of London last weekend and found a significant number did believe Apple would struggle without Jobs.

Yet more respondents believed the company would get a pre-Christmas sales boost from the blanket news coverage the brand garnered following his passing on October 5.

Steve McComish of London PR said: “Steve Jobs was a very hands-on business leader who put himself at the centre of his company’s PR.

“By handling things like new product unveilings himself he became synonymous with the Apple brand in the minds of a great number of consumers.

“Our survey reveals that his passing has caused some loss of faith in the brand as 22% believe Apple will be a less innovative company without him at the helm.

“However more than 43% of our respondents said they felt more compelled to buy an Apple product now than they had before they heard of Steve Jobs’ death.

“And more than a third told us that the wave of publicity which followed his sad passing had encouraged them to buy Apple.”

ENDS

Sample size 1000, date of poll December 2011.

Q1. Are you aware of the death of Apple founder Steve Jobs last month?

Yes 943 No 57

Do you think Apple will be more or less innovative without him?

More 103 Less 226 Same / don’t know 558

Are you more or less inclined to buy an Apple product today than you were before 5 October?

More 434 Less 27 Same / don’t know 539

Did the publicity following Steve Jobs’ death encourage you to buy Apple?

Yes 340 No 479 Don’t know 181