Thread by @itsolelehmann

When Apple begged Steve Jobs to return in 1997, he had 90 days to save it from bankruptcy.

Everyone in Silicon Valley called it a suicide mission.

But Steve proved them all wrong.

It's the comeback story of the century and every entrepreneur must know how he did it 🧵:

Jobs, who'd been forced out in 1985, returned to a barely alive Apple in 1997.

After years of mismanagement, the company was worth just $3B (to Microsoft's $148B). Apple stock hit a 12-year low.

Michael Dell's advice?

"Shut it down and give the money back to the shareholders."

But Jobs had other plans.

His first move shocked Silicon Valley:

Jobs negotiated a $150M investment from arch-rival Microsoft.

"We need all the help we can get," he told the Macworld 1997 audience (who boo'd him).

The deal bought Apple crucial time, but would it be enough?

With immediate cash flow concerns addressed, Jobs turned his attention to Apple's sprawling and messy product line.

The company was producing a dozen different versions of the Macintosh, along with printers, digital cameras, and other devices.

Jobs was disgusted.

He famously drew a simple 2x2 matrix and declared that Apple would focus on just 4 core products:

Desktop and portable computers for both consumers and professionals.

This ruthless simplification raised eyebrows, but it was necessary and became core to Apple's philosophy.

In 1998, Apple unveiled the iMac —

A sleek, colorful all-in-one computer that stood in stark contrast to the beige boxes dominating the market.

It was an instant hit, selling 800,000 units in its first 5 months.

Apple was back in the game.

But Jobs was just getting started.

Steve recognized that during his 12 year absence, Apple's brand had become stale and dry.

It needed more than great products — it needed a rallying cry.

That's when Jobs launched the 1997 "Think Different" marketing campaign to rejuvenate the brand.

Celebrating misfits and rebels, it repositioned Apple as innovative, cool, and exciting again.

Just like how it was during his first reign.

The public's perception of Apple began to shift.

Apple became cool again.

As the new millennium dawned, Jobs set his sights on the music industry.

In 2001, Apple introduced the iPod, promising "1,000 songs in your pocket."

Initial sales were modest, but the 2003 launch of the iTunes Store created a seamless ecosystem for digital music.

The iPod-iTunes ecosystem was game-changing — and the iPod's popularity exploded.

By 2007, Apple had sold its 100 millionth iPod, making it the best-selling digital music player of all time.

The music industry would never be the same.

In 2007, Jobs stepped on stage to unveil a product that would change everything:

The iPhone.

"An iPod, a phone, and an internet communicator," Jobs announced.

"Are you getting it? These are not three separate devices. This is one device."

The crowd gasped. The industry scoffed.

But Jobs knew—this wasn't just a phone. It was the future in your pocket.

With a sleek multi-touch interface and full web browsing, iPhone made BlackBerrys look like antiques overnight.

Apple sold 1 million in 74 days. Billions followed.

It didn't just change phones—it changed us.

How we communicate, work, play, and see the world.

iPhone birthed the app economy, killed entire industries, and crowned Apple as the king of tech.

Jobs didn't just predict the mobile revolution. He ignited it.

But Apple wasn't done disrupting industries.

In 2010, Jobs introduced the iPad, creating an entirely new category of tablet devices.

Despite industry doubts, the iPad became the fastest-adopted new product in tech history.

Beyond products, Jobs also reimagined retail with Apple Stores.

Unlike typical tech shops, these sleek stores let customers explore devices hands on.

This interactive approach drove sales & loyalty, making Apple Stores the highest-grossing US retailers per square foot by 2009.

Jobs also ended Apple's OS licensing to 3rd parties, a controversial move that initially hurt revenue.

He believed controlling both hardware AND software was key to the best user experience.

Without this move, iPhone, iPad, and Mac's massive success wouldn't be possible.

Internally at Apple, Jobs was known for his legendary attention to detail, obsession, and ability to build world-class teams.

He brought in Tim Cook to streamline operations.

He worked closely with design chief Jony Ive to create products as beautiful as they were functional.

And the results of Jobs' 14-year reign speak for themselves:

In 1997, when Jobs returned, Apple was worth about $3 billion.

By 2011, when Jobs stepped down as CEO, Apple's value had skyrocketed to over $350 billion.

Apple stock rose 9,000% in that time period.

His company that was once 90 days from bankruptcy had become the most valuable in the world.

Sadly, 56-year-old Jobs passed away on October 5, 2011, shortly after handing the reins to Tim Cook.

But the foundation he built continues to propel Apple to new heights.

In 2018, under Cook's leadership, Apple became the first U.S. company to reach a $1 trillion market cap.

By 2024, that value had tripled to around $3 trillion.

Steve Jobs didn't just save Apple.

He revolutionized personal computing, digital music, retail stores, the tablet market, and mobile phones.

His vision didn't just change an industry—it shaped the 21st century.

It's a comeback story for the ages.

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