I read your discussion about apple lost ground in the market to less costly competitors like Microsoft's Windows in the $\text{'}80$s and $\text{'}90$s because of the company's high prices. Apple has trouble coming up with innovative new goods that would attract consumers and boost sales because of the lack of novelty in the company's product lineup. The market's lack of movement was exacerbated by internal problems, such as managerial power struggles. When Apple's visionary CEO Steve Jobs left in $1985,$ business as usual was no longer an option. His $1997$ return, however, prompted a shift in strategy that ultimately resulted in the introduction of groundbreaking products like the iMac, iPod, iPhone, and iPad.