January 8, 1998: Back in Black

There’s no better way for a Company to stay in business than by making profits. Unfortunately profits weren’t part of Apple’s game plan for the middle years of the nineties. Consistent losses worried investors and the board of directors for obvious reasons. Even more troublesome, the lack of profits generated uncertainty about Apple’s staying power among consumers. In an odd kind of death spiral many computer buyers opted for Windows machines instead of Mac simply because they had no faith that Apple would be around for the life of their purchase.