5. Apple
Board
Discussion
June
1997
a) If
we
keep
Gill
as
CEO
there’s
a
10%
chance
we’ll
avoid
bankruptcy
6. Apple
Board
Discussion
June
1997
a) If
we
keep
Gill
as
CEO
there’s
a
10%
chance
we’ll
avoid
bankruptcy
b) If
we
fire
Gil
and
Steve
comes
back,
we
have
a
60%
chance
of
survival
7. Apple
Board
Discussion
June
1997
a) If
we
keep
Gill
as
CEO
there’s
a
10%
chance
we’ll
avoid
bankruptcy
b) If
we
fire
Gil
and
Steve
comes
back,
we
have
a
60%
chance
of
survival
c) If
we
fire
Gil
and
Steve
doesn’t
come
back,
we
have
a
40%
chance
of
survival
8. 1997
Steve
agrees
to
return
to
Apple
as
an
adviser
to
the
board
unDl
they
find
a
new
CEO
9. Apple
were
due
to
ship
1
million
StyleWriter
printers
in
1997
10. Apple
were
due
to
ship
1
million
StyleWriter
printers
in
1997…
…
but
they
didn’t
expect
to
make
any
money
from
them.
11. The
Newton
was
a
good
device…
With
a
stylus…
Using
hand-‐wriDng
technology
that
almost
worked…
12. The
Newton
was
a
good
device…
With
a
stylus…
Using
hand-‐wriDng
technology
that
almost
worked…
But
no-‐one
bought
one!
13. By
the
early
1990’s
Apple
product
lines
exploded
14. The first thing Steve did
was conduct a product
review to try to find out
why the company
wasn’t working.
15. • By
1996
Apple
had
too
many
products
• Nobody
understood
the
difference
between
them
• The
world’s
most
emoJonal
brand
wasn’t
emoJonal
• “No
magic”
-‐
even
the
product
names
were
numbers
“The products suck…
There’s no SEX in them anymore”.
Steve
Jobs
~
July
1997
16.
17. In
the
middle
of
the
product
review
meeDng,
Steve
told
everyone
to
stop
and
started
to
explain
his
vision
of
the
future.
He
drew
two
lines
on
the
whiteboard
and
said,
“this is all we need”...
28. *
According
to
Interbrand
100
Report
2013
Apple
almost
declared
bankruptcy
in
1996.
They
are
now
the
World’s
largest
brand
-‐
Valued
at
over
$98.3bn.
29. “My
gut
was
that
Apple
had
some
really
good
technology,
but
it
was
fucked
up
by
mismanagement”.
Steve
Jobs
1997
30. “By
shu]ng
down
the
Newton,
I
freed
up
some
good
engineers
who
could
work
on
new
mobile
devices”.
Those
engineers
soon
started
work
on
“Project
Purple”…