• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

AI CEOs from OpenAI, Anthropic, and Microsoft set aside their rivalry to warn Congress AI is making it too easy to design and create bioweapons

2

MacKenzie Scott's approach to her $26 billion giving spree was inspired by a book she read in college about writing

3

Social Security faces a 24% cut in 2032—that's a $345 billion hit to retirees nationwide, watchdog says

1

AI CEOs from OpenAI, Anthropic, and Microsoft set aside their rivalry to warn Congress AI is making it too easy to design and create bioweapons

2

MacKenzie Scott's approach to her $26 billion giving spree was inspired by a book she read in college about writing

3

Social Security faces a 24% cut in 2032—that's a $345 billion hit to retirees nationwide, watchdog says
TechApple

Apple’s Ultimate Comeback

By
Verne Kopytoff
Verne Kopytoff
Senior Editor, Tech
Down Arrow Button Icon
By
Verne Kopytoff
Verne Kopytoff
Senior Editor, Tech
Down Arrow Button Icon
April 1, 2016, 7:30 AM ET
happy birthday cake
Candles on Birthday CakePhoto by Charles Gullung—Getty Images

This essay originally appeared in Data Sheet, Fortune’s daily tech newsletter. Sign up here.

Forty years ago today, an oddball trio, Steve Jobs, Steve Wozniak, and Ronald Wayne, founded a little computer company that turned out to be a bigger success than anyone could have imagined at the time. But that business, Apple (AAPL), could have just as easily gone under.

Surviving a near-bankruptcy in 1997 is a testament to Jobs, who led what is as rare as a mint condition Apple I computer is today: A tech turnaround. Few struggling tech companies have ever managed to pull one off.

That’s bad news for the likes of Yahoo (YHOO) and Hewlett Packard Enterprise (HPE), two once high-flying Silicon Valley companies that are trying to shake off years-long slumps. Yahoo, after a series of failed turnaround attempts, is now a likely acquisition target. Hewlett Packard Enterprise, along with its sister company, HP Inc. (HPQ), are on a go-it-alone strategy after splitting from each other last year.

Tech innovation moves so fast that if you fall behind, it’s excruciatingly difficult to ever catch up to those still sprinting.

Jobs did it by embracing the enemy—Microsoft (MSFT), which gave Apple a $150 million investment lifeline—and kickstarting a successful run of desktop computers, retail stores, and laptops, followed by iTunes and the iPod. You know the rest. Jobs did it by focusing Apple on only a few things, and doing them well. His keen marketing instincts didn’t hurt.

Priceline (PCLN), the travel site that initially thrived by letting customers bid on airline tickets, is among the tiny club of other tech companies that recovered from downturns. During the dot-boom, it soared along with nearly every other Internet wannabe—until the market soured and its shares tumbled so far that they were nearly delisted from Nasdaq. A turnaround strategy that included eliminating booking fees, refocusing on hotel reservations, and expanding overseas ultimately saved the company. Today, Priceline’s market value (PCLN) is nearly $64 billion, about the same as United Continental Airlines (UAL), Delta Air Lines (DAL), and JetBlue Airways (JBLU) combined.

So when you think about Apple’s accomplishments on its 40th anniversary, don’t just think about how it managed to turn iPhones, iPads, and MacBooks into a mega business. Think about how Apple, near death shortly after its 20th anniversary, was able to defy the odds and start the ultimate tech comeback.

Happy birthday Apple. Good luck Yahoo and Hewlett Packard.

About the Author
By Verne KopytoffSenior Editor, Tech
LinkedIn iconTwitter icon

Verne Kopytoff is a senior editor at Fortune overseeing trends in the tech industry. 

See full bioRight Arrow Button Icon

Latest in Tech

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Tech

bernie
AIWhite House
Bernie Sanders and Sam Altman’s private one-hour meeting about the public ownership of AI
By Joey Cappelletti, Seung Min Kim and The Associated PressJune 6, 2026
52 minutes ago
Chinese humanoid robots dominate the market with thousands shipped a year. But most are still performative rather than functional
InnovationRobots
Chinese humanoid robots dominate the market with thousands shipped a year. But most are still performative rather than functional
By Chan Ho-Him and The Associated PressJune 6, 2026
2 hours ago
sa
CommentaryIPOs
When good money goes bad: the question SpaceX and OpenAI investors aren’t asking
By Rory McDonaldJune 6, 2026
5 hours ago
Man holding his fists together.
InnovationElon Musk
Elon Musk bullet-proofed his $1 trillion ‘Mars-shot’ pay at SpaceX after the epic battle over his $56 billion moonshot at Tesla
By Amanda GerutJune 6, 2026
5 hours ago
Upset frustrated and confused female worker folding hands on chin
Future of Workcompensation
A CEO denied raises to spend money on AI instead. Companies have ‘no idea what they’re going to need in a workforce’ when the AI race is over
By Jacqueline MunisJune 6, 2026
8 hours ago
SpaceX needs to grow 600x in a decade to justify a $1.75 trillion valuation. No company has ever come close
InvestingFinance
SpaceX needs to grow 600x in a decade to justify a $1.75 trillion valuation. No company has ever come close
By Shawn TullyJune 6, 2026
9 hours ago

Most Popular

AI CEOs from OpenAI, Anthropic, and Microsoft set aside their rivalry to warn Congress AI is making it too easy to design and create bioweapons
AI
AI CEOs from OpenAI, Anthropic, and Microsoft set aside their rivalry to warn Congress AI is making it too easy to design and create bioweapons
By Marco Quiroz-GutierrezJune 5, 2026
1 day ago
MacKenzie Scott's approach to her $26 billion giving spree was inspired by a book she read in college about writing
Success
MacKenzie Scott's approach to her $26 billion giving spree was inspired by a book she read in college about writing
By Sydney LakeJune 5, 2026
1 day ago
Social Security faces a 24% cut in 2032—that's a $345 billion hit to retirees nationwide, watchdog says
Economy
Social Security faces a 24% cut in 2032—that's a $345 billion hit to retirees nationwide, watchdog says
By Nick LichtenbergJune 5, 2026
1 day ago
Current price of oil as of June 5, 2026
Personal Finance
Current price of oil as of June 5, 2026
By Joseph HostetlerJune 5, 2026
1 day ago
Ohio city workers are covering automated license plate readers with trash bags as officials sound the alarm on 'egregious violations' of privacy
Cybersecurity
Ohio city workers are covering automated license plate readers with trash bags as officials sound the alarm on 'egregious violations' of privacy
By Sasha RogelbergJune 3, 2026
3 days ago
'Big Tech is desperate': Amazon engineers are calling out the tech giant for its $200 billion in data center spending after slashing 30,000 workers
Environment
'Big Tech is desperate': Amazon engineers are calling out the tech giant for its $200 billion in data center spending after slashing 30,000 workers
By Sasha RogelbergJune 5, 2026
1 day ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.