There’s one way to save Apple from irrelevance, and Tim Cook’s not going to like it

This isn’t the first time Apple has fallen behind. It’s time to bring back the 1997 playbook before it’s too late.

Apple is facing a reckoning of its own making. The Cupertino, California company has fumbled so many times in the last year, it is quickly approaching a technological blackhole—a point of no return in its transformation from a world-changing force to an inconsequential churner of shiny stuff.