Steve Jobs didn’t always work at Apple throughout his life. But after his return he fended off the threat of bankruptcy. The idea that saved Jobs was a new sales channel that quickly brought the company several million dollars in sales.
Apple wasn’t always the successful company we know today. Almost 30 years ago, the US company was threatened with bankruptcy. Steve Jobs had just returned and had to act quickly to save Apple from bankruptcy.
For this reason, Jobs launched the Apple online store in 1997. With $12 million in the first month, the shop was a complete success and saved Apple. You can find out the exact reasons that led to the Apple online store and how Steve Jobs found his way back to Apple here on MeinMMO.
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The online business saved Apple from bankruptcy
How did Steve Jobs avoid bankruptcy? After returning to Apple in 1996, Jobs was quickly confronted with the company’s dire economic situation. He looked for savings opportunities to reduce overall costs. Out of necessity, Steve Jobs started the Apple online store in 1997.
This online shop was a complete success for Apple. In the first four weeks after launching, the Apple online store generated sales of $12 million. This direct source of income saved Apple from impending bankruptcy. Strengthened by this, Jobs began his renewed triumph. A year later, Apple was back in the black thanks to the first iMac. With this self-confidence behind him, Steve Jobs also wanted to successfully enter the console market, but in doing so he angered Sony.
How did Steve Jobs return to Apple? Jobs had to leave Apple in 1985 due to internal power struggles. Five key employees left with him, even though he was known for being a difficult boss. Just a year later, he founded the computer and software company NeXT. After 7 years in the business, Jobs sold the hardware division in 1993 to concentrate fully on software development.
In 1996, Apple was on a shopping spree and acquired NeXT for $402 million. In this way, Steve Jobs returned to Apple in a consulting capacity. The following year he was appointed temporary managing director. It wasn’t until early 2001 that “temporarily” was dropped from his title as managing director.
These are the reasons why the Apple online store exists
Why did you choose an online shop? At that time, normal computers dominated the market. Apple’s own Mac sold poorly and the profit margin for in-store dealers was very low. This in turn led to fewer and fewer Apple systems being displayed at local dealers. He identified shops and middlemen who only thought about their sales commission as a major financial problem.
In Jobs’ biography, written by Walter Isaacson, there is the following statement from the former Apple CEO:
If we didn’t find a way to get our message to customers through these stores, we were screwed.
But instead of strengthening local sales through intermediaries, Jobs ultimately saw much more potential in a digital sales channel.
How did the former Apple CEO come up with this idea? As one of Apple’s main competitors, Dell launched an online store in 1995. Selling directly to customers eliminated the need for dealers and other middlemen.
But the most remarkable thing back then was the flawless logistics behind the entire system. Stock levels were precisely calculated and new products were available quickly. Inspired by this, Steve Jobs decided to start his own online shop.
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