Steve Jobs and Apple are one of the most iconic duos in the technology world. Jobs’s return from the brink of bankruptcy after being fired from the company he founded is almost reminiscent of a Hollywood script. At the heart of this success story lies the philosophy of simplicity that emerged from Jobs’ search for enlightenment in India and has become ingrained in Apple’s DNA.
A Steve Jobs story…
When Jobs first founded Apple, he transformed the world of personal computers with revolutionary products. However, he was forced to leave the company in 1985 due to disagreements with the board of directors. This departure was a new beginning for Jobs. The NeXTSTEP operating system he developed in his new company, NeXT, would play an important role in Apple’s fate in the future.
By 1997, Apple was going through one of the most difficult periods in its history. Its stock values had hit rock bottom, its product line had become complex, and its brand had lost its appeal. A radical change was needed to save the company, and the only person who could make this change was Steve Jobs. Returning to Apple, Jobs knew he had only 90 days to save the company.
The first step was to establish financial stability. Ironically, he achieved this by receiving a $150 million investment from his biggest rival, Microsoft. Microsoft had made this strategic decision in order to keep the competition environment alive and protect itself from monopolization accusations. This investment would give Jobs a breath of fresh air and the time he needed to implement his reforms.
Jobs had clearly diagnosed Apple’s problems. The complex product range was confusing consumers and damaging the brand image. To solve this problem, he first radically simplified the product range.
He announced with his famous 2×2 matrix that he would focus on only four core products, desktop and laptop computers for consumers and professionals. This bold decision was one of the most important steps Apple would take in the restructuring process.
To strengthen its brand image, it launched a new marketing campaign with the slogan “Think Different,” reflecting Apple’s innovative and boundary-pushing spirit.
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