Steve Jobs is an effective manager, but as far as the smartest CEO, my money still is on (in a very literal sense) Warren Buffett at Berkshire Hathaway. For that matter, I don't hold any Apple stock, but I have a reasonable chunk of my portfolio in Southwest Airlines. While in theory Apple sounds like a better investment than Southwest, I feel that it's easier to trust Gary Kelly with my money than Steve Jobs. From a consumer perspective, I love 90% of everything Apple (I do use Lightroom, and recently a Motorola Droid due to the lackluster AT&T performance in my new neighborhood); from an investor perspective, I prefer to put my money where there are less secrets. I understand and appreciate the value of trade secrets, but it's important for stockholders to be able to know exactly what they are buying...the direction in which the company is headed, within *reasonable* levels of confidentiality and materiality.