Think different: 10 unconventional lessons from owning Apple shares for 10 years

WHEN the late Steve Jobs returned as Apple's CEO in 1997, he needed a new marketing strategy to revitalise a company that was floundering. His answer: Think Different.

The slogan became the rallying call for the Cupertino company's remarkable turnaround, transforming it into an enterprise that is worth well over two trillion dollars today.

I have been a fortunate Apple shareholder for over 11 years. During this time, I had a front row seat for a good part of the iPhone maker's rise to worldwide prominence.