Apple founder reads his own obit

Cyberspace today was abuzz with reports that prominent newswire Bloomberg mistakenly published Steve Jobs’ obituary — making the iconic Apple chief probably one of the few men to read his own obit.

The gaffe reportedly occurred during a routine update of Jobs’ biography by the news service’s obits department. Newspapers and newswires have obits written in advance when it comes to prominent figures.

The story detailing the death of the Cupertino, California-based Apple founder, who is very much alive, appeared for a few seconds after a reporter had updated it, according to Bloomberg.

The incomplete obit was distinctly marked “Hold for release — Do not use,” the reports said.

Following is the opening paragraph as it appeared on the Bloomberg wire: “Steve Jobs, who helped make personal computers as easy to use as telephones, changed the way animated films are made, persuaded consumers to tune into digital music and refashioned the mobile phone, has XXXX. He was TK. Jobs XXXX, TK said XXXXX.”

Bloomberg later published a note acknowledging the story’s retraction on its wire. “An incomplete story referencing Apple Inc was inadvertently published by Bloomberg News at 4:27 pm New York time today,” the message read. “The item was never meant for publication and has been retracted.”

The Apple stock was unaffected since the story was pulled out soon. However, in Jobs’ case, the timing could not have been worse. He had previously battled pancreatic cancer, raising inevitable concerns over his health on Wall Street. Will, and can, Apple sue for a “premature obit”?