The Financial Times has named Apple supremo Steve Jobs as its Person of the Year.
The the august publication pays fawning tribute to the man at the heart of Apple's core, citing the game-changing iPad as his greatest work and suggesting that Jobs has now surpassed Bill Gates 3.0 as the most influential figure in technology.
After three decades of delighting and distressing in equal measure, Jobs has now reached a point in his career where his every utterance is treated with messianic fervour by fans and detractors alike.
Steve's legendary keynotes garner more column inches than any other figure in contemporary life and even his private affairs - including a recent illness which left the turtleneck-clad visionary emaciated and in need of a liver transplant - have the power to make stock markets teeter.
Loved and hated in equal measure, much like the elegantly expensive products touted by his company, Jobs polarises opinion with his no-nonsense approach to the business of business.
There's no doubt that Jobs has had a stellar effect on the fortunes of Apple, a company which very nearly disappeared up its own 30 pin connector when he was ousted from the board some years ago.
And just look at Apple now. It produces some of the most desirable gadgets on the planet, sells more music than any other company, has constantly changed the way we interact with our media and is currently dominating the hand-held gaming market knocking Nintendo and Sony combined into a cocked hat.
And it has a pretty healthy computer business too.
We're not saying Steve Jobs has single handedly reversed Apple's fortunes because there's no doubt he has a brilliant crew behind him. But his firm hand on the tiller has turned Apple into the biggest tech company on earth whether you like it or not.
President Obama also mentioned Jobs recently, suggesting he was ane example of teh deserving rich. "We celebrate somebody like a Steve Jobs, who has created two or three different revolutionary products. We expect that person to be rich, and that's a good thing. We want that incentive. That's part of the free market," he said.