Technology has a very changeable entity and in the last decades it has made many big companies like Kodak or Nokia disappear. Some of them died because of the emergence of a disruptive technology while others died because of a rival. On the other hand, there are companies that survive through the times not only by adapting to the new situation but also by redefining and reshaping technology. Apple is a great example of such a company. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an original essay What makes Apple very different from those that have disappeared is leadership. Steve Jobs was a genius American entrepreneur, marketer and inventor, co-founder, chairman and CEO of Apple Inc. He is widely recognized as a charismatic and design-oriented pioneer of the personal computer revolution and for his career influential in the field of IT. and consumer electronics - transforming "one industry after another, from computers and smartphones to music and movies. Steve Job is one of the most successful executives of the era. His company changed the shape mobile phones and set a new taste for customers When the main trend in cell phone manufacturing was to make cell phones smaller and smaller, his company launched iPhones with larger screens and a sophisticated design. He combined art, fashion and technology to redefine the mobile phone market. Leadership style The dominant characteristic of Steve Jobs was his innovative spirit. “Innovation distinguishes between a leader and a follower” or “The cure for Apple is not cost reduction The cure for Apple is to innovate its way out of its current predicament” DuBrin (2010: 55) designates creativity as one of the cognitive factors that every leader should possess. DuBrin (2010: 55) divides creativity into three levels. At the top of the creativity continuum are “business leaders who think about innovative products.” Here he cites Steve Jobs as an example. Later, in the middle of the continuum, imaginative solutions to problems are found and finally, at the end of this level, are the leaders who inspire the group to achieve the organizations goals. “Stay hungry, stay stupid” is a famous comment Steve Jobs made during his speech at Stanford University. (Strauss, 2011). By saying stay hungry, he means that no one should ever be satisfied with what they have in life and instead try to make things better. This is perhaps the best definition of innovation. By remaining stupid, we feel that there is a lot to learn. Setting direction is one of the traits and behaviors of successful leaders. DuBrin (2010:101) explains how “setting direction” and “creating a vision” are a major responsibility of a leader. Steve Jobs is an example of a visionary. Once he said, “I’m going to do something completely different.” » (Hedayati, 2013) Or in a speech at Stanford University where he said: “Your time is limited, so don't waste it living someone else's life. Don't get trapped by dogma, which is living with the results of other people's thinking. Don’t let the noise of other people’s opinions drown out your own inner voice.” This shows how he set an example for his employees and the entire organization. Another attitude of a leader is to have high performance standards (DuBrin, 2010: 101). Steve Jobs was.