WORLD leaders, business gurus and fans across the world have paid tribute to Apple co-founder Steve Jobs, who has died aged 56.

Jobs, who drove Apple’s incredible success for more than 20 years, succumbed to cancer late on Wednesday night. He was hailed as a visionary and industry oracle who revolutionised computing and changed the way people regard technology.

Prime Minister David Cameron led tributes in the UK. He said: “Steve Jobs transformed the way we work and play; a creative genius who will be sorely missed. Our thoughts are with his family.”

Jobs was responsible for developing the phenomenally successful Mac computers, iPod, iPhone and iPad; devices that are praised for their functionality and stylish design, and which have become global status symbols and fashion icons.

In Scotland, academics hailed Jobs’s vision, saying he was a “true marketer” who understood customers’ needs better than they did themselves.

Professor Alan Wilson, of Strathclyde University’s Department of Marketing, said: “ [Jobs] created a brand that is associated with innovation, design, simplicity and a modern lifestyle that customers connect with.

“For some, Apple has almost become a religion. To maintain this, Apple has had to ensure that all aspects of the customer experience reinforce the values of the brand.

“This was reinforced by the opening of its own retail stores in key cities throughout the world aimed at promoting the brand but also giving customers a sense of inclusiveness within a community that understands technology.”

The father-of-four died surrounded by his family at his home in California’s Silicon Valley after battling pancreatic cancer for almost a decade.

Jobs surrendered his chief executive post at Apple in August, and was replaced by Tim Cook, though he retained a leadership role as chairman of Apple’s board.

In an email circulated to staff, Mr Cook said Apple had “lost a visionary and creative genius”.

He added: “Steve leaves behind a company only he could have built, and his spirit will forever be the foundation of Apple.”

Fans gathered outside his mansion to pay their respects and lay floral tributes to a technology and business wizard who enjoyed a popularity equal to that of many rock stars.

US President Barack Obama also applauded Jobs, saying: “Steve was among the greatest of American innovators: brave enough to think differently, bold enough to believe he could change the world, and talented enough to do it.

“He transformed our lives, redefined entire industries, and achieved one of the rarest feats in human history: he changed the way each of us sees the world. The world has lost a visionary.

“There may be no greater tribute to Steve’s success than the fact that much of the world learned of his passing on a device he invented.”

Bill Gates, founder of rival company Microsoft but also a friend of Jobs, said he would miss him “immensely”.

“The world rarely sees someone who has had the profound impact Steve has had, the effects of which will be felt for many generations to come,” he added.

Jobs was also praised by those he inspired, including Facebook founder Mark Zuckerberg, who wrote on his personal web page: “Steve, thank you for being a mentor and a friend. Thanks for showing that what you build can change the world. I will miss you.”

Jobs’s family issued a statement saying: “Steve died peacefully surrounded by his family. In his public life, Steve was known as a visionary; in his private life, he cherished his family.”