That's not 'perception.' Perception is 'what' or 'how' you think of something.....not whether you've simply heard of it.
Brand perception is what you think of a particular brand or company -- good reputation, bad reputation....
My perception of Apple went up with Jobs' resignation. He's a brilliant guy, but also a prick. Let's hope future Apple leadership is more gracious.
If he's a prick, you're a parrot. Have you met the man? Have you ever seen interviews with other notable CEOs? These people are going to be tenacious by nature. That doesn't make them pricks. That probably just means you're too passive for the business world. None of these people are "nice" in the hippy worldview you seem to have, but unless you know them on a personal level, you are just assuming. Beyond that, Steve Jobs is usually pretty polite and indeed gracious when he speaks, but it's definitely cool to echo the things that other CEOs/spokespeople/media outlets say, assumably when they're being nice.