Kieran Healy applies sociological theory to the charisma of Steve Jobs and the challenges this poses for Apple as an organization:
[Apple] face their own small crisis of charismatic routinization. They can choose to remember Jobs in a way that emphasizes his personal character only, which risks going down the Velvet Elvis route and instituting a sterile cult of personality that Jobs would have himself despised. Or they might press Apple to be more thoroughgoing in its commitment to the general principles Jobs said he cared about, and built into his organization—pride in craft, devotion to excellence, a determination to use technology to enable creativity as widely as possible.