Apple - The Rise and Fall...And Rise Again

Apple has experienced one of the all-time biggest comebacks. Over the last few decades, they have gone from near bankruptcy to one of the biggest companies ever. This video tells the story of Apple while attempting to identify the reasons behind its rise, fall, and rise again.

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Company Declines:
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[todaresq]

Sold my $2, 000 in Apple stock in 99 for an engagement ring... we split a year later and I didn’t rebuy any Apple stock. It would have been I over $1.5 million today. Oops.

[enzmondo]

One of the most overlooked changes within Apple after Jobs’ return was hiring Tim Cook as their supply chain manager. Cook crucially adopted the just-in-time inventory management system where Apple DIDN’T keep a large stockpile of their products all in the hope of selling all of the eventually. Apple had such large inventory of their over-diverse product lines. Along with cutting down on products, they also cut down on raw materials. That’s how Tim Cook changed Apple’s supply chain and helped lower costs and expenses. Changes in leadership didn’t only happen at the top but also below with Eddie Cue, Greg Joswiak, Phil Schiller, Jony Ive, Scott Forstall, Tim Cook, Craig Frederighi, and many many more employees who end up becoming key members to the company. Steve really had the eye to spot talent and skill and empower and push their potential.

[kingawsume]

What you're referring to in the beginning is "phone phreaking", the process of playing the same tones used by the phone lines to communicate with each other to (usually) gain free calls. The most famous story is that of the whistle in Cap'n Crunch cereal boxes; if one of the tones was held over, it produced the same tone as one that internally signaled that someone had hung up, but without disconnecting the line, thus allowing you to use a dial tone box to make free, although usually the much more expensive long-distance, calls. It's a overlooked part of telecom history because we don't use them any more, and it was a pretty narrow part of the already small hacking culture of the 70s.

[avlisk]

In the late 1990's, my investment advisor had me sell all my Apple stock "because they won't be around too much longer", with only about 5% market share. I sold around $12/share. I don't need to say anything more.

[camerastooge]

Apple's comback is an incredible success story. I hope you do a follow-up detailing the transition from Jobs to Tim Cook. I know Cook gets a lot of flak from certain quarters of the interwebs, but fact is he took the baton from Jobs and ran with it, propelling Apple ever further into the stratosphere. It would have been very, very easy for him to mismanage and destroy the brand.

[rexpresto]

This was a really great video about an incredible business story. I am a tech industry journalist and have covered Apple since 1997 and I can say that I have never seen any company come anywhere close to what Apple has done, both in terms of turning around and also changing so many industries and how people interact with their products.

Two things that I think were worth mentioning...The iPod and the iTunes Music Store. While the iPhone eventually made the iPod obsolete, it was the iPod that really began the turnaround at Apple. There had been other digital music players by the time the iPod came out in October 2001. But the iPod was the first such product to truly take off with the public. And then when Apple got the music companies to come on board and sell their content on iTunes, the iPod exploded. The music industry was never the same. I can remember covering music sales at time when Apple had become the biggest music retailer in the country and didn't have a single piece of physical music in stock. That combination led to the iPhone, the App Store, the iPad and everything else that has made Apple the force that it remains today.

[jeffc]

When I first saw Apples new headquarters in Cupertino I thought damn what a huge waste of money, then later realized they have so much cash on hand they could have built that headquarters 2, 000 times without even taking out a penny of debt.

[otakubullfrog]

One of the smart things they did in the 1980s was push their computers into schools through educational discounts and other programs. The first computer I ever used was an Apple II because that's what the computer lab in my elementary school had. While my family ended up going the PC route when we got our first computer years later, some of the other kids in my class became Apple people for life.

[RonnieBarzel]

One other benefit to buying NeXT and bringing Steve Jobs back: After System 7 in the early '90s, Mac operating systems were very much "lost in the wilderness." Apple buying NeXT got them access to the NeXT OS, which soon became the foundation of Mac OS X.

[dwoodpart]

Bout time we get a "Rise, fall & rise around" video on this company- even if you're not fond of Apple, Inc.

[mattamiller]

Back in 1997 I read a book about the history of Apple that almost read like an obituary. This video doesn't overstate things, lots of people thought they were doomed back then. Lots of people thought bringing back Jobs was the final nail in the coffin. Funny how wrong that was.

It was a really good book though. I looked up the title because despite being old and wrong in some of its assessments it's a really interesting look at the early years and the personalities that worked there. It was Apple: The Inside Story of Intriuge, Egomaniac, and Business Blunders. If you like this channel it's anintersting read.

[kingofkings]

I still have my IPod classic, it still works, can still hold a decent charge, the screen is still somewhat clear. I simply love it, listening to music that was made after Apple retired the IPod Classic is an experience (for lack of a better term)

[wade]

Crazy to think that the apple watch was released almost a decade ago

[indiansfaninpa]

Kudos for covering this complicated subject very well in 12 minutes. I'm glad you mentioned the era of Mac clones, but you understated how much less expensive, and sometimes superior, they were to actual Macs, and how much that hurt sales of the real thing. As the former owner of a clone, I can attest to that. I wasn't happy when the clone program was discontinued, but in retrospect, you were right: The company had no choice if it was going to survive. Fortunately, the iMac came out soon after, and those who didn't remember the original Macintosh and Mac Plus of the previous decade went gaga over an all-in-one, plug-and-play computer that was easy to use right out of the box. What a concept, huh? The iMac saved the company and allowed it to survive long enough to introduce the iPod and iPhone, and the rest is history.

[Termless]

Apple can be considered one of the most iconic brands of all time

[jorgeguerrero]

I started a group project in College today to research a company’s major set back or challenge and we chose Apple! The timing of this video couldn’t have been more perfect!

[cameronball]

I’m a software engineer—Apple is my dream company to work for. I love their philosophy on everything. I will work there one day.

[americanpaisareturns]

What Apple has is great marketing. They can make something that Samsung released two years ago on their phone seem like a new innovation when introduced onto the iPhone.

[Savage]

The iPhone is one of the most revolutionary products for communication we’ve ever seen, especially its accessibility features for blind and hearing impaired, definitely, you should expound on it in a future video.

[BugsyFoga]

Makes me think how I’ve had the iPad for the past decade.