Apple’s eras keep changing, and so do mine (Macworld/Jason Snell)

My first day on the job at Macworld, Apple was perilously close to going out of business. It was the fall of 1997, and Steve Jobs had returned to Apple and engineered the ejection of Gil Amelio as CEO, but there was no iMac yet, no visible turnaround in terms of products at all. Beyond the release of the iconic “Think Different” ad campaign, there was nothing.

Apple’s survival hung by a thread. Steve Jobs asked everyone to trust him. At Macworld Expo, he had enlisted Bill Gates—Bill Gates, of all people!—to help him instill belief in the world that Apple would find a way to survive.

The world was skeptical, to say the least. My family asked what job I thought I’d get once Apple went out of business. The magazine I had worked at for four years, MacUser, had been folded, and some of us had been transferred over to our rival, Macworld, presumably to publish issues until Apple finally gave up the ghost and died. We existed to minimize the loss exposure of our respective publishing companies.

1997 was weird, folks. And that’s how my tenure at Macworld started.

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