101 Ways to Save Apple: Wired’s 10 Prophetic Tips

Apple is seen as a technological beacon and cultural architect. However, back in 1997, it was going through a rough patch—brought on by poor strategic decisions and the decline of once-disruptive products.

Amid this crisis, Wired journalist James Daly decided to write a piece listing 101 suggestions to save the company from bankruptcy. In a characteristically ironic and sarcastic tone, he kicked things off like this:

“Dear Apple: In the movie Independence Day, a PowerBook saves Earth from destruction. Now it’s time to return the favor. Unfortunately, even die-hard Mac addicts must admit you’re looking a little besieged these days: a confusing product line, little inspiration from leadership, software developers jumping ship.”

From there, Daly laid out his ideas—some sensible, others intentionally absurd. Strangely enough, many of those suggestions turned out to be prophetic, with Apple later implementing several of them to great success.

These ten changes were key in transforming the company:

Rehire Steve Jobs: One of the recommendations was to “get strong leadership.” Apple acquired NeXT in 1997, bringing Jobs back as an advisor—and later as interim CEO—a turning point in the company’s revival.

Cut the product line: Jobs trimmed the bloated product portfolio down to just four main categories, organized by user (consumer vs. professional) and format (desktop vs. laptop).

Focus on product design: Apple took a design-first approach, which became clear with the 1998 launch of the iMac—a product that radically broke with personal computer design conventions.

Get closer to end consumers: Shifting from a business-only focus, Apple began designing products for the average consumer—like the iPod, iPhone, and iPad.

Improve software compatibility with other systems: Though it kept its own OS exclusive, Apple expanded its user base by releasing iTunes for Windows in 2003.

Increase Windows compatibility: Apple’s decision to make software like iTunes compatible with Windows helped bring PC users into the Apple ecosystem.

Build its own stores (Apple Stores): Wired suggested improving the in-store user experience. Apple went further, launching its own stores to offer a controlled, premium retail environment.

Focus on innovation over low prices: Instead of competing on price, Apple doubled down on innovation and premium quality, positioning itself as a high-end brand.

Promote products more aggressively: Apple revamped its marketing with iconic campaigns like Think Different in 1997, helping reshape its public image.

Enter new product categories: Wired advised diversification. Over time, Apple revolutionized entire categories with the iPod (2001), iPhone (2007), and iPad (2010), creating entirely new markets.

These moves didn’t just save Apple—they launched it into tech superstardom, making it the world’s most valuable company. Steve Jobs and his team rewrote the rules, defied conventions, and rejected short-term fixes. Instead, they went all in on radical innovation, flawless design, and an obsession with quality.