The way Apple has dealt with this is itself telling. For so many years Steve Jobs has been wholly identified with Apple—but now, even as he is returning, and ev

The way Apple has dealt with this is itself telling. For so many years Steve Jobs has been wholly identified with Apple—but now, even as he is returning, and even after every word about his health is positive, Apple is keeping it as low-key as possible. It's clear that however much influence he's retained, or retaken, at Apple, and however long he intends to stick around, that there is a mutual and seemingly permanent strategy in place to slowly and subtly disassociate the one from the other, and to break down the axiom Steve == Apple in the minds of the public.