Apple’s Historic Business Comeback

In 2012, Apple overtook Coca-Cola as the most valuable brand in the world. Apple was already

the most valuable company. While there are a number of reasons why Apple was well-positioned

to achieve this kind of success, few would argue that the leadership of Steve Jobs was

anything other than visionary in re-establishing Apple as not only a dominant company in the home computer

market but a tremendous success crossing over into the consumer electronics, music,

phone and tablet markets as well. Apple’s success in shifting from ‘cool’ outsider

to global leader has been described as the greatest business comeback story in history,

from a corporation on the brink of collapse and bankruptcy in the mid-1990s to the most powerful