By 1997, Apple was nearly bankrupt. Jobs thus negotiated Apple's purchase of NeXT (the NeXTSTEP platform would become the foundation for Mac OS X) which would allow him to return as the company's interim CEO. He would eventually became Apple's CEO and bring the company back to profitability by 1998. Beginning in 1997 with the Think different campaign, Jobs began to work closely with designer Jonathan "Jony" Ive towards a line of devices (named by ad executive Ken Segall) that would have larger cultural ramifications: the iMac (1998); iTunes, the Apple Stores, and the iPod (2001); the iTunes Store (2003); the iPhone (2007); the App Store (2008); and the iPad (2010).