important tool that's ever been created. >> at the time, microsoft was 33-times larger than apple. apple was seen as a second or even third-tier technology player that had essentially lost the way. >> we have a 5% market share. and you could say that doesn't sound like too much. but we look at it as saying kind of 5 down, 95 to go. >> in 2000 steve jobs was just trying to save apple from death. >> apple computer chief executive steve jobs is rolling out new products he hopes will reinvigorate the company and its bottom line. >> the thing about steve jobs that differentiates him from bill gates is he wasn't a programmer. he wasn't an engineer. and he wasn't a designer. but he knew enough about programming and engineering and he had enough just innate design sense that he was the perfect curator. >> no stranger to innovation, apple, the company that brought you the personal computer, is opening stores across the country. this will be apple's first venture into direct retail. a bold move in this pretty