In June 1997, tech magazine Wired published a legendary issue about Apple, and the problems facing the then-struggling Cupertino technology company.
Founder Steve Jobs had been kicked out of the company. Sales were down, forcing Apple to re-hire him. Microsoft was the dominant company in PCs. The article was one of the best-read stories in tech at the time and came packaged in a cover that remains a classic.
Wired’s editorial staff gave 101 suggestions on how to “save Apple.” Most of the ideas were prescient — running a great image campaign, developing a better app ecosystem, giving Steve Jobs “as much authority as he wants in new product development,” and simplifying its PC product line, for example.
But some their other suggestions were dead wrong.