Over a span of more than 30 year, Apple Computer has existed paradoxically as one of the greatest business successes and as a company that sometimes failed to realize its potential. Apple Inc. ignited the personal computer industry in the 1970 s,1 bringing such behemoths as @ IBM and Digital Equipment almost to their knees; stagnated when a series of CEO's missed opportunities; and rebounded tremendously with the return of its co-founder and former CEO, Steve Jobs. The firm represents a fascinating microcosm of business as it continues to leverage its strengths while reinventing itself.