In 1997, Jobs returned to Apple as CEO after the company's acquisition of NeXT. He was largely responsible for reviving Apple, which was on the verge of bankruptcy. He worked closely with British designer Jony Ive to develop a line of products and services that had larger cultural ramifications, beginning with the "Think different" advertising campaign, and leading to the iMac, iTunes, Mac OS X, Apple Store, iPod, iTunes Store, iPhone, App Store, and iPad. In 2003, Jobs was diagnosed with a pancreatic neuroendocrine tumor. He died of respiratory arrest related to the tumor in 2011; in 2022, he was posthumously awarded the Presidential Medal of Freedom.