The return of Steve Jobs to run the beleaguered company, although he had been pushed out because he was so bad at delivering results at the time.
It is no coincidence that the approach Jobs took toward promoting Apple, and himself, was so theatrical.
Last night I caught part of the Charlie Rose show to hear a group of white men pontificate about the upcoming iPhone 7 -- and question where Apple was going.
Even if the iPhone 7 is a relative hit (which I suspect might be the case), even if Apple again grows its sales (conditions in China and the lack of carrier subsidies suggest that former levels may be impossible to achieve), the magic has dissipated.
Getting it in the first place was a matter of timing, perseverance, brilliant marketing, and the luck of being in the right conditions.