Since I had became a complete fan of Apple products and communication, I have been wondering why this company was so much successful.

The only reason I could see is that mad Guy called Steve Jobs, who seems to rule the company when he is not occupied to make his famous Keynotes. He is simply the guy with the genius. The guy who had been called back (after having been fired years ago for some stupid shareholders' reason) while Apple was sinking, and who did transform the declining firm in a wonderfully profitable company again. With just a few ideas called i-tunes or i-phone or i-something, I don't remember well all that i-stuff he invented.

So what if, Steve Jobs, suddenly disappears ?

By chance, last week, Bloomberg website, published a post announcing Steve Jobs' death.

The result ?

The quote of Apple on the Stock exchange market immediately fell down.

Yet, it wasn't true. The great Steve wasn't dead yet. It was a mistake from Bloomberg.

It is not the first time that a famous media published a necrology prematurely. Of course, they did their apology and so on, and all the blogs (including myself) are now having a great fun about it.

But, what did we really learn from this ?

1. That journalists still don't know how to do their jobs.

Ok, they write and rewrite great obituaries of famous people in advance to be sure they will be ready on time. But they are still capable of hitting the "publish" button while working on an article. Can't they just set up workflows in their web back office ?

2. That traders still don't know either

They cling to fake news and rumors to decide to sell or buy. And when one seems to be willing to jump off the bridge, everybody runs to do the same. At last, we now understand why financial crisis happen.

3. It's going to be a hell of a mess when Jobs will really die

According to Bloomberg itself (I have a copy of the now disappeared article - it's a collector dudes !), Jobs has not designated any real successor till now. Candidates on the list are numerous such as Chief Operator Officer Tim Cook or Chief Financial Officer Peter Openheimer. And Jobs himself said "It's my job as the CEO to do my best to make sure everybody on the Executive team is a potential successor to me". In other terms, everbody could win the fight but Apple will lose for sure.

So how will Apple turn out to be if the genius inside the box passes out ?