Gilbert Amelio, an Apple director and former semiconductor turnaround expert, was asked to reverse the company's financial direction. Amelio intended to reposition Apple as a premium brand, but his extensive reorganizations and cost-cutting strategies couldn't prevent Apple's stock price from slipping to a new low However, Amelio's decision to stop work on a brand-new operating system and try to jump-start development by using Next Step brought Steve Jobs back to Apple in 1997.