1996 17 February 17, almost all major computer newspapers and periodicals in the world published the news of "Apple buys Next, Jobs returns to Apple" on the front page. At this time, Jobs became famous because his company (now Pixar) successfully produced the first computer animated film Toy Story, and his personal worth soared by more than $654.38 billion. In contrast, Apple is on the verge of despair. Steve Jobs returned from Apple's crisis, and the whole company was very happy. Even former CEO Amelio said in his welcome speech to Jobs: "We welcome our greatest genius back with the most solemn ceremony, and we believe that he will convince the world that Apple Computer is an innovator in the information industry forever." Jobs returned to his hometown with a dream of "great cause" in his heart. He told Apple's followers: "I have always been passionate about Apple, and I feel very honored to be able to design a blueprint for Apple's future again." The former hero finally returned under the expectation of many people! In times of crisis, Jobs boldly exerted the authority of CEO and carried out drastic reforms. He first reorganized the board of directors, and then made a jaw-dropping event-abandoning old grievances, shaking hands with Apple's arch-enemy, Microsoft, and concluding the world-famous "Century Alliance" and reaching a comprehensive strategic cross-licensing agreement. Jobs therefore once again became the cover of Time magazine. Then, he began to introduce new computers. 1998, iMac bears the hope of Apple, condenses the sweat of employees, and presents Jobs' dream of revitalizing Apple to the world. It is a brand-new computer, representing a concept of the future. The translucent appearance, sweeping away the monotony of the computer, looks like the product of the space age, plus the glowing mouse and the price tag of $65,438+$0.299, which is pleasing to the eye ... It is really Apple's design, unconventional and extraordinary. For publicity, Jobs turned Descartes' famous saying "I think therefore I am" into an advertising copy of iMac, Think There for iMac! This has become a classic case of advertising. The new product rekindled the hope of Mac fans. What they had been waiting for for three years appeared, and iMac became the hottest topic of the year. 199865438+In February, iMac was awarded the title of "Best Computer of the Year 1998" by Time magazine, ranking third in "Top Ten Industrial Designs in the World1998". Then in 1999, Jobs introduced the second generation iMac, which was available in five fruit colors: red, yellow, blue, green and purple, and was warmly welcomed by users as soon as it went on the market. IBook, a notebook computer with a blue and yellow appearance and exquisite toys, went on the market on July 1999, and was immediately sought after by users in the market. IBook combines the unique fashion style of iMac, the latest wireless network function and all the advantages of Apple computer in the field of portable computers. It is a "mobile iMac" specially designed for home and school users. 199 In June 5438+10, iBook won the first place in the "American consumer laptop" market, and also won the "Best Design Award of the Year" in the "199 World Best" selection held by Time magazine. Under the reform of Jobs, "Apple" finally made a profit. When Jobs first took office, Apple lost as much as $654.38 billion, but a year later it miraculously made a profit of $309 million. 1999 65438+ 10. When Jobs announced a fourth-quarter profit of1520,000 US dollars, which exceeded Wall Street's expectation by 38%, Apple's share price immediately climbed and finally closed at 4.65 US dollars per share, causing public outcry. Apple's share in the PC market increased from 5% to 10%. From 65438 to 0997, Jobs was named "the most successful manager". More and more peers in the industry agree with this view. Even Sculley, who once pushed Jobs out of Apple, couldn't help admiring: "Apple's reversal is not a scam, and Jobs did absolutely well. Apple has begun to return to its original track. " But apple has been unable to recover its defeat in the general computer competition. Jobs became a miracle, but this miracle will continue. He always surprises people, whether at first or later, his genius for computers; An approachable lifestyle; Wonderful creative brain; A great goal; The calm leadership style has built the core content of Apple's corporate culture, and Apple employees' reverence for him is simply a religious fanaticism. Employees even said to outsiders: I work for Jobs!