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BRANDING NEWS: Steve Jobs resigns as Apple CEO

Apple co-founder Steve Jobs has resigned as chief executive but will continue to have an input in the company as its new chairman.

Current chief operating officer Tim Cook will take over the reigns as CEO.

Jobs, who has suffered with well-publicised health problems in recent years, has been signed off on medical leave since 17 January.

In his resignation letter Jobs wrote, "I have always said if there ever came a day when I could no longer meet my duties and expectations as Apple's chief executive, I would be the first to let you know.

"Unfortunately, that day has come. I hereby resign as chief executive of Apple.

"I believe Apple's brightest and most innovative days are ahead of it. And I look forward to watching and contributing to its success in a new role.

"I have made some of the best friends of my life at Apple, and I thank you all for the many years of being able to work alongside you."

Jobs’ exit will represent the beginning of a new era at Apple, as its former chief executive was as heavily associated with the brand and its innovations as the glowing white apples located on the back of their laptops.

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