In 1997, Steve Jobs returned to Apple computers to assume a company that was on the brink of bankruptcy. Computer mogul Michael Dell sent Jobs an e-mail that callously called to “shut [Apple] down. Despite trendy features, Apple computers just never succeeded in toppling the Bill Gates Microsoft Empire. In 2001, a full four years after Jobs assumed control, Apple still owned only a 4% share of all computer sales in America. Maybe Dell was right.
But change was already in the wind. Back in 1998, Jobs realized that Apple’s products couldn’t be made any better and there was no need to make any more. Consequently, he challenged the Apple community to re-brand itself and to “Think Different.” Jobs noted “that people had forgotten about what Apple stood for, including the employees. ”