At the Apple shop in George Street Sydney staff said that they were "shocked". "I am finding it hard to focus today" one staff member said.
An older woman from Rose Bay said that she had come to the Apple Shop to buy an Apple product, an iPod Nano because Steve Jobs had died on this day and that she wanted it as a memento.
She even asked the Apple store assistant for a dated receipt.
Jobs pioneered the personal computer industry and changed the way people think about technology, died at the age of 56. He leaves behind a culture that has transformed a Company that was days away from bankruptcy to being the most successful technology Company in the world.
A statement released by Apple, said Mr. Jobs "died peacefully today surrounded by his family...We know many of you will mourn with us, and we ask that you respect our privacy during our time of grief."
Jobs had battled pancreatic cancer and several years ago received a liver transplant. In August, Mr. Jobs stepped down as CEO, handing the reins to Tim Cook who yesterday hosted the launch of the new iPhone 4 which was more upgrade than new phone.
Some analysts are saying this was a mistake.
"Apple has lost a visionary and creative genius, and the world has lost an amazing human being. We will honour his memory by dedicating ourselves to continuing the work he loved so much." Mr Cook said.
Apple Australia has not yet issued a statement. Staff at the Sydney store said that they were not allowed to express their emotion to the media. One employee in tears said. "We are not allowed to talk to the media but there are a lot of sad people here today".