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19 years ago, there was only one way for Apple to save itself: 'Pray'

19 years ago, there was only one way for Apple to save itself: 'Pray'
Tech1 min read

wired cover apple pray

Wired

If you ask the tech industry, Apple is no longer the sure thing it just was.

This week alone, Mary Meeker indicated that sales of the iPhone may have peaked, and Amazon could pick up the slack.

Before that, a prominent developer questioned whether or not Apple was investing enough in artificial intelligence to avoid the fate of Blackberry.

But amid all the hand-wringing, it's useful to remember that this isn't even close to Apple's lowest point.

In June 1997, just about 19 years ago, Wired magazine ran a now-famous cover: Apple's famous "six colors" logo, covered in barbed wire, joined by a single word.

"Pray."

It was a low point for Apple, which had been battered and beaten by a series of executive drama, poor decisions, and the seemingly unstoppable rise of Microsoft.

The actual article is titled "101 Ways to Save Apple." They offer a unique look into Apple's very worst moment.

Here are some of those 101 suggestions - and what they tell us about where Apple has been and where it's going. Just remember, this is before people knew that Steve Jobs was going to save the day.

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