11/29/2010 8:46:00 PM
Power 50 Profile: Steve Jobs, CEO, Apple
2008 Agents Provocateur
Steve Jobs may not be based in the UK, but his company has exerted more influence over operators’ decisions than any of the established manufacturers in its first year in mobile, and with just one product. Apple has gone from having no products to technological leadership in one bound. Everyone is now copying Apple’s touch-screen controls. The company has also broken the mould commercially by getting UK consumers to consider buying a phone. Jobs has been derided in some quarters as an ego-maniac with a fierce temper. But driven on by his leadership, Apple has delivered lessons on design, experience and commercials to the rest of the class.