In 2006, Jobs to bring 1960s-era, nearly forgotten glass technology out of mothballs and make it a priority -- to work from old plans and bring the product to factory readiness in less than six months. Corning's CEO thought it couldn't be done, but Jobs assured him it would be done.

Apple without Jobs is still a great company, and still a conspicuously successful one. But it's not the same.

After years of spectacularly successful ad campaigns -- from " " to " " -- Apple began hitting them out of the park with emotional, loving ads for the iPhone and .

But in the past year, the company has been struggling to get its message right.