Apple built its fame in part through carefully choreographed media events. Dressed in a black turtleneck and straight-leg jeans, the act’s main performer, CEO Steve Jobs, would take the stage to present the company’s newest innovative product. The event was as much about flash and glam as disseminating information.Now, in the aftermath of Jobs’ untimely death, Apple will likely turn to Phil Schiller, its vice president of world marketing, as pitchman — not to its current CEO Tim Cook. Schiller has some experience in this role. He stepped in for Jobs at Macworld 2009, when the Apple founder was out on medical leave. Later that year, with Jobs still out, Schiller unveiled the iPhone 3GS. Even when Jobs hosted the media events, Schiller played sidekick, demonstrating the new products.

The Apple show will certainly go on, but with a showman dressed in blue chambray instead of a black turtleneck.

Read more at BusinessWeek ^[1].