For two decades now, Apple has been fighting a battle between attention and disregard. In 1997, when Steve Jobs returned as interim CEO, the company was a struggling maker of personal computers with limited market share. Then came the iMac, a Mac computer people finally wanted to own again. Then the iPod, which transformed the company into a maker of high-design personal electronics and accessories. Then, of course, the iPhone, which made Apple the most valuable company in the world—and changed forever the way people live, work, and play.
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