December 1996

Dr. Gil Amelio, Apple’s CEO and Ellen Hancock, an IBM veteran and Apple’s Chief Technology Officer, were in search of a new foundation for the next generation Mac OS, then called OS 8. It was the era of the first Power Macs, modems, eWorld, and Claris software. The Macintosh was hemorrhaging market share, and the company faced financial loses in the hundreds of millions of dollars.

Wall Street was expecting a takeover of the company at a garage sale price, and the word “beleaguered” prefixed almost every press mention of the corporate name. No matter the challenges faced by the Cupertino-based company, Dr. Amelio remained steadfast in his conviction Apple would remain an independent company. Seven months later, Steve Jobs replaced him as (i)CEO of the company. Our December 1996 issue looked at the state of the Mac as a new era in Macintosh computing was about to dawn.

December 1999

Apple’s share price was trading at near-record highs. The previous year’s release of the Bondi blue iMac had reshaped not only Apple Computer, but the PC industry as well. Becoming the most successful personal computer of its time, the Bondi blue all-in-one iMac and its candy-colored successor brought about a revolution in PC design. The beige box began to disappear from most PC lines and USB, a technology developed by Intel and brought to popularity by the iMac, had become the industry standard for peripheral connectivity.

Within a year, Apple’s share price would plummet overnight when the company’s overly optimistic sales forecasts were not matched by reality. But in December 1999, the Mac world had a renewed confidence, and many Mac users celebrated a return to normalcy. Apple Computer was no longer in danger, and the term “beleaguered” had finally been divorced by the press from the company’s name.

December 2002

Apple had recently released its first PowerBook with a slot-loading DVD-R drive, the iBook was offered with a new entry-level model priced at $999, and the iPod was quickly becoming a sales phenomenon within the Macintosh community. Apple was positioning itself for one of the greatest periods of change and growth in the company’s history and had recently opened its 50th retail store.

December 2005

Apple’s share price is again trading at near-record highs following two very strong years of sales and earnings growth. Revenue and earnings are at all-time highs for the Mac and iPod maker. The company has no long-term debt and more than $8 billion in cash on hand. The company has defied the dire prognostications of Wall Street analysts and industry pundits, who for years suggested Apple Computer would fade into oblivion and live on only in the pages of history.

Turning conventional wisdom upside down, Apple Computer has returned to a place of glory as one of the most successful PC companies in the world and is again respected as an innovative force and technology leader in the New Economy.

Throughout the years, ATPM has continued to chronicle the “personal computing experience.” Our efforts began at a very challenging time for Apple and the Macintosh community, and we have been with you through all of the travails and triumphs. We remain one of the longest-running Macintosh-based publications still in active circulation, and we look forward to being with you in the years to come.

December 2008

The Mac’s once moribund market share has reached ten percent in the US and close to four percent worldwide. Apple has completed its product transition to the Intel architecture, and the company is revamping and updating its retail stores.

Despite increasing competition, the popular iPod in its many forms and varieties maintains its market dominance and has become not only the best known consumer product in the world, but it has also transformed the manner in which entertainment content is distributed to consumers around the globe. Our December 2008 issue focuses on Apple’s award-winning digital hub and wireless home solutions.