AGE: 53
OCCUPATION: Founder and CEO of Apple Inc.
NUMBER OF TIME COVERS: 5
PREVIOUS APPEARANCES ON THE TIME 100: 3
PRO: With its raved-about interface and unmatched hipster cred, the iPhone changed everything.
CON: The "gPhone" (not an individual phone, but a Google-designed open-source operating system) may change everything again. What's more, iPhone fatigue set in almost simultaneously with iPhone hype, and complaints about service remain. AppleTV — a sort of iTunes/TiVo superbox for television — has yet to find a toehold. And will people keep updating their expensive Apple electronics in a recession?