Lets face it, brand perception is everything right now. And Apple's beginning to have a problem with it of late. Sure, the media may be on Apple's side, as are many clueless customers. However, there's a growing number of enthusiasts who are becoming increasingly disenfranchised with Apple. I'm one of these customers who doesn't think that Apple is going in the right direction - regardless of how I feel about their hardware/software. What does Apple need to do to fix their perception among enthusiasts, and better yet, can it be done with Steve Jobs at the helm?