New York Times technology columnist David Pogue has taken a look at Apple's changing fortunes across the last decade, beginning when the company looked like a dead duck in the late 90s.
"Nowadays, Apple is a media darling. The critics like the company's direction, and so does Wall Street," he observes, noting that 1996 was Apple's lowest point, a year before current CEO Steve Jobs returned to the company he helped launch from his parent's garage.
Pogue has gathered a multitude of reports from the time – all of which predict the death of the company. These reports offer a sorry series of problems, reflecting huge losses, massive order backlogs, possible takeovers and an optimistic statement from a Microsoft tech officer of the time declaring: "Apple is already dead".
"Now, obviously, all of these commentators were wildly, hilariously, embarrassingly wrong," Pogue declares.