What turned Apple around in 1997?

Apple has one of the most remarkable comeback stories in the world of technology. In the late 1990s, the company was on the verge of bankruptcy, struggling to stay afloat amidst intense competition from rivals such as Microsoft and Dell. The brand was perceived as outdated and irrelevant, and the company’s products were not resonating with consumers. However, despite the bleak outlook, Apple wasn’t ready to throw in the towel just yet.

With the return of Steve Jobs as interim CEO in 1997, the company embarked on a mission to reinvent itself. Jobs made some critical strategic moves, including striking a deal with Microsoft, selling computers directly to consumers, and launching a bold rebranding campaign. The decision to sell direct to consumer was a game-changer, as it allowed Apple to build direct relationships with its customers.

The results were immediate and impressive. Apple’s stock price soared, and the company began to generate buzz and excitement once again. The new Think Different campaign proved to be a masterstroke, positioning Apple as a company that was both innovative and edgy. The simple, clean design of Apple’s products quickly became a hallmark of the brand, and it set the standard for the tech industry as a whole.


Apple’s story is a testament to the power of innovation, good design, leadership, and perseverance. It shows that even when the odds are stacked against you, it’s possible to turn things around and achieve great things. Today, Apple is one of the most successful and admired companies in the world, and its story continues to inspire and motivate people around the globe. #Apple #Innovation #Perseverance #Design