Following his 1997 return, Steve Jobs revitalized Apple through a decade of relentless innovation, transforming the struggling company into a global tech powerhouse with iconic, design-led product releases.

Key points

• Steve Jobs returned to Apple in 1997, streamlining the company's chaotic product lineup into a simple four-quadrant strategy.
• The 1998 launch of the iMac, which sold 800,000 units in five months, marked the beginning of Apple's financial and cultural turnaround.
• Key product milestones included the iBook (1999), the introduction of Mac OS X (2001), and the debut of the iPod (2001).
• Design executive Jony Ive played a central role in defining the aesthetic and functional identity of Apple’s hardware during this period.
• The decade of rapid innovation culminated in the 2007 launch of the iPhone, which shifted Apple from a computer manufacturer to a global consumer electronics leader.

Why it matters: This period, often called the "iDecade," serves as a definitive case study in corporate turnaround and the power of a focused, design-centric product strategy. It demonstrates how leadership changes and a commitment to innovation can rescue a company from the brink of insolvency and redefine an entire industry.