There's suggestions that neither (1) nor (2) will happen. Currently, Tim Cook is (generally) expected to be Jobs's successor, and he's unlikely to change things that work. But there's a recent article -- sorry, I don't remember the title or have a link to it -- which was talking about "Apple University", which is apparently an HR effort inside of Apple to figure out what it is that makes Apple, well, Apple and make it something teachable so that as new executives come on, they internalize that which makes Apple Apple.