Resilience in the face of adversity

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Category: Trends and Reports

Imagine this: you’re in charge of one of the biggest tech companies in the world. Since the founding of your company, you’ve been at the top of your game, but over the last few years, you’ve faced fierce competition. Numbers are dwindling and, as if out of nowhere, your once incredibly successful business finds itself facing bankruptcy.

What do you do?

When it comes to technology, few names resonate as universally as Apple and its suite of products. From Apple watches to iPhones, Apple’s innovations have become an integral part of many people’s daily lives, rivalling with fellow industry giants like Microsoft.

But there was a time when today’s tech-giant faced bankruptcy. What happened, and how did Apple get to where it is now despite facing adversity?

Overcoming adversity

Whilst currently at the top of its game, Apple’s journey to the top was not without its share of setbacks. Founded in 1976, the company thrived initially, but by the late 1980s, it was beginning to struggle.

The 1990s were a tumultuous time for Apple. Products like the PowerBook in 1991 showed its potential to still innovate, but internally, the company struggled with conflicts, leadership changes, and a faltering market share.

Apple was faced with intense competition, notably from Microsoft Windows PCs, which were generally cheaper and had a wider range of software applications.

By the mid-1990s, Apple’s financial situation had deteriorated significantly, culminating in substantial losses. Missteps nearly led to its downfall, with the company even coming close to bankruptcy.

It was the return of Steve Jobs as CEO and his introduction of new products that managed to turn the tide. Jobs streamlined the product line, focused the company’s efforts on innovation, and restored its financial health.

The true game-changer came in 2007 with the introduction of the iPhone, which combined a phone, an iPod, and an internet communicator into a single device. This fundamentally changed the smartphone industry and solidified a new era of innovation, as well as Apple’s position as a tech powerhouse.


There’s a name for the concept of facing adversity head-on and making sure you come out of a tricky situation stronger than ever before. It is known as antifragility. A classic example of antifragility is the Greek Hydra – when one head is cut off, two more grow back in its place.

We just discussed another classic example: Apple. Despite facing bankruptcy in the ’90s, Apple is now back at the top of its innovation game. The story of Apple shows that adversity can be nothing but a stumbling block on the road to greatness.

Overcoming adversity in cybersecurity

When it comes to cybersecurity, businesses in today’s world are faced with the harsh reality that someday, sooner rather than later, they will get targeted by a cyber-attack.

New cyber threats emerge every day. Hackers find new ways to exploit what already exists as well as what is yet to come – it is an arms race that you are never going to win. This is why an antifragile approach to cybersecurity makes sense.

By embracing strategies like Zero Trust, which prioritizes authentication and verification, but also resilience and adaptability, you embrace the idea of antifragility. Doing so, businesses can not only weather storms but emerge stronger and more resilient in the face of ever-evolving threats.

Incident response services & csirt

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