Apple's success can not save a person's life. Death is the end of each person. When Steve Jobs leave this world, or leave Apple, what will happen to Apple? Many believe that Steve Jobs represents Apple and also is the largest media power for apple. Losing Steve Jobs，that will lead to a loss of market appeal. That may be reasonable，but some analysts believe that Steve Jobs’s departure will not have a negative impact on apple's products and recent developments . In fact, the real issue is not that apple can not launch popular products when Steve Jobs leave Apple, nor is Steve Jobs's departure will bring about a decline in Apple's products quality or the pursuit of their tireless efforts. The key question is, if Steve Jobs leave Apple, Apple as a listed company it will face pressure from shareholders and these mercenary shareholders will drag apple company into the gutter. Looking back on Apple's history, Apple has launched many failed products, including PDA's first year of a commodity, "Newton", Macintosh II, and so on. These failed products brought apple to the brink ruin. When Steve Jobs returned to Apple, Apple has already become a second-rate company .On this premise, Steve Jobs can insist on his "fine line". If apple was not in such a predicament, apple still adopt a large profit-oriented marketing strategy, today's apple would not happen. In fact, Microsoft may also face the same problem. In the eyes of shareholders, this is just a money-making machine. The company needs a spirit, but sometimes the listed company will gradually compromise under pressure from shareholders and become a dominating market, continuously ossified system. Let me give you an example, as far as the user experience of the ipad, because it also has shortcomings, has limitations, the biggest disadvantage of the ipad is that the ipad does not support many common video formats, such as how to import dvd to imovie for mac and how to convert swf to ipad these simple conversion functions can not be finished, which will seriously impact on the user experience. However, for the shareholders, they do not care about the user experience and only cares about the profits and cost-saving. Under pressure from shareholders, apple has to compromise. But from a financial point of view, risk control is very critical. New products can not be without risk. Steve Jobs' success is only keeping those investors mouth shut up. If there is no such a strong position like Steve Jobs, others are difficultly play game with shareholders. Apple is not lack of technical elite, management elite, operation elite. However, in the development, apple is lack of strong man who can play game with shareholders. Steve Jobs on Apple's shares are small, apple has not particularly dominant shareholder. So when Steve Jobs leave apple company, it will inevitably bring tremendously confusion. For Apple is already the most valuable company in IT industry and also to maintain a very high profit margin. It is this height, shareholders can not accept a normal development. However, any company can not always be smooth sailing. A company whether maintains long term growth and prosperity, it is not that it has once glorious but that how to deal with when faced with difficulties and how to maintain an inner fortitude. The consequences of Steve Jobs's departure is that apple no longer has the ability to play game with shareholders. One possibility is that shareholders believe apple's own abilities in the short-term, but once when changed successor or when the market dried up, the apple that we all know is murdered by the capital.