Now the Jobs magic has gone and the Company who has a reputation for being " arrogant" at the best of times is struggling to hold onto their brand image as companies like Google and Samsung eat into their once dominant market.
As the "cool" of Apple comes under pressure from the heat dished out by their competitors, one has to question whether the Apple marketing model is broken.
While the likes of Samsung, LG and Google run an open shop, Apple has chosen to run a closed shop with all local marketing controlled from the US by Apple.
Local CEO Tony King now refuses to talk to the media and the Company's local marketing gurus, including the likes of Communications Manager Fiona Martin and Marketing Manager Rob Small have survived for the past five years on a diet of "no comment" or "We cannot comment on that issue" .
Whenever there is a local problem Apple goes all dumb, often refusing to comment despite there being legitimate grounds to offer an explanation on technical issues affecting Apple customers.
Patrick Lee, the CEO of iExpert, a Company that repairs thousands of faulty or broken Apple products in Australia, revealed to SmartHouse recently that Apple is "ignoring" a serious problem with the iPhone 4 microphone which cuts out due to a component failure on the iPhone 4 motherboard.
Lee, whose Company repairs both iPhones and iPads, claims that hundreds of customers come to him with faulty home switches or power switches.
Apple did not return our calls on the issues outlined by Lee.
This quarter the company's popularity is diving and rivals are scooping up disgruntled Apple fans running into the peak buying period.
ABI Research recently revealed that Apple's share of the tablet market fell to its lowest ebb since the iPad's launch in 2010.
There was a time when Apple held local PR events in Australia and actually engaged with the media. They even laid on Xmas parties for the media and analysts.
Often the briefings would take place at the Company's headquarters, but as soon as they became rich and famous their media briefings went out of the door replaced by arrogance and "no comment". Even the Xmas party bit the bullet.
Recently Apple also lost the title of smartphone king to Samsung due to supply problems and a tricky design that saw manufacturers struggling to deliver the volumes that Apple needed running into Christmas.
Experts say the trend could be part of an Apple backlash and another sign that gadget fans are "spoilt for choice'' this Christmas by competitive products which are hard to split.
Shortly after the iPhone 5 was launched in Australia problems emerged. Some users noticed their new handset was chipped right out of the box. Others found that the switch from a glass back plate to anodized aluminium made the iPhone â€” particularly the black model â€” more susceptible to unsightly scratches and blemishes.