Apple's customers and the press expect new hardware product updates for each product category from Apple every year, but Apple's corporate secrecy makes it difficult to predict when new products will be released. Complicated, scattered data, put together here for easy reference. Starting with data from 2007, these designs use an annual calendar data visualization to clearly show both product announcements and release dates for Apple's major products. The patterns were easier to understand when the product categories were broken apart into separate infographics.
Bookmark and return to this page in the future as it will be updated as new products are announced and released. Please share any suggestions or feedback for future revisions in the comments on the blog post.
In 2011 when Tim Cook took over as Apple\u2019s CEO, Apple shifted the release dates for iPhones to annual September launch events. You can also see a consistent pattern of the announcement one week, and the products released the following Friday.
Starting in 2020, we are beginning to see two iPhone announcements each year. A major launch in the Fall and a minor announcement in the Spring. In 2020, the major launch moved to October, which was related to supply chain issues from the COVID-19 pandemic.
Apple\u2019s iPads don\u2019t have the same repeatable pattern as iPhones, but the last six years have seen a consistent iPad announcement in March. Some years have an additional announcement in the Fall, but it\u2019s not consistent. A very general trend is the iPad Pro models are launched in the Spring, and other iPad models are launched in the Fall.
Lately, the iMacs have only been getting updates every other year. With the introduction of the Apple M1 processor, only the 24\u201d iMac has been getting updates.
No pattern here. Apple releases new Mac Pros only when they feel like it. The last three announcements (dating all the way back to 2012) happen at WWDC in June.
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"page_name": "History of Apple Inc. - Wikipedia",
"page_url": "https://en.wikipedia.org/wiki/History_of_Apple_Inc.",
"page_snippet": "Apple Inc., originally named Apple Computer, Inc., is a multinational corporation that creates and markets consumer electronics and attendant computer software, and is a digital distributor of media content. Apple's core product lines are the iPhone smartphone, iPad tablet computer, and the ...With the introduction of the successful iPod music player in 2001 and iTunes Music Store in 2003, Apple established itself as a leader in the consumer electronics and media sales industries, leading it to drop \"Computer\" from the company's name in 2007. The company is also known for its iOS range of smartphone, media player, and tablet computer products that began with the iPhone, followed by the iPod Touch and then iPad. The company is also known for its iOS range of smartphone, media player, and tablet computer products that began with the iPhone, followed by the iPod Touch and then iPad. As of June 30, 2015, Apple was the largest publicly traded corporation in the world by market capitalization, with an estimated value of US$1 trillion as of August 2, 2018. On December 12, 1980, Apple (ticker symbol \"AAPL\") went public selling 4.6 million shares at $22 per share ($.10 per share when adjusting for stock splits as of November 30, 2020), generating over $100 million, which was more capital than any IPO since Ford Motor Company in 1956. In January 1981, Apple held its first shareholders meeting as a public company in the Flint Center, a large auditorium at nearby De Anza College (which is often used for symphony concerts) to handle the larger numbers of shareholders post-IPO. The business of the meeting had been planned so that the voting could be staged in 15 minutes or less. In most cases, voting proxies are collected by mail and counted days or months before a meeting. In this case, after the IPO, many shares were in new hands. In return for the right to buy US$1,000,000 of pre-IPO stock, Xerox granted Apple Computer three days access to the PARC facilities. After visiting PARC, they came away with new ideas that would complete the foundation for Apple Computer's first GUI computer, the Apple Lisa.",
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For more than three decades, Apple Computer was predominantly a manufacturer of personal computers, including the Apple II, Macintosh, and Power Mac lines, but it faced rocky sales and low market share during the 1990s. Jobs, who had been ousted from the company in 1985, returned to Apple in 1997 after his company NeXT was bought by Apple.[4] The following year he became the company's interim CEO,[5] which later became permanent.[6] Jobs subsequently instilled a new corporate philosophy of recognizable products and simple design, starting with the original iMac in 1998.\n
With the introduction of the successful iPod music player in 2001 and iTunes Music Store in 2003, Apple established itself as a leader in the consumer electronics and media sales industries, leading it to drop \"Computer\" from the company's name in 2007. The company is also known for its iOS range of smartphone, media player, and tablet computer products that began with the iPhone, followed by the iPod Touch and then iPad. As of June 30, 2015, Apple was the largest publicly traded corporation in the world by market capitalization,[7] with an estimated value of US$1 trillion as of August 2, 2018.[8] Apple's worldwide annual revenue in 2010 totaled US$65 billion, growing to US$127.8 billion in 2011[9] and $156 billion in 2012.[10]\n
Steve Jobs and Steve Wozniak, referred to collectively as \"the two Steves\", first met in mid-1971, when their mutual friend Bill Fernandez introduced then 21-year-old Wozniak to 16-year-old Jobs.[11][12] Their first business partnership began in the fall of that year when Wozniak, a self-educated electronics engineer, read an article in Esquire magazine that described a device that could place free long-distance phone calls by emitting specific tone chirps. Wozniak started to build his original \u201cblue boxes\u201d, which he tested by calling the Vatican City pretending to be Henry Kissinger wanting to speak to the pope.[13] Jobs managed to sell some two hundred blue boxes for $150 each, and split the profit with Wozniak.[11][12] Jobs later told his biographer that if it hadn't been for Wozniak's blue boxes, \"there wouldn't have been an Apple.\"[14]\n
By 1972, Jobs had withdrawn from Reed College and Wozniak from UC Berkeley. Wozniak designed a video terminal that he could use to log on to the minicomputers at Call Computer. Alex Kamradt commissioned the design and sold a small number of them through his firm. Aside from their interest in up-to-date technology, the impetus for the two Steves seems to have had another source. In his essay From Satori to Silicon Valley (published 1986), cultural historian Theodore Roszak made the point that Apple Computer emerged from within the West Coast counterculture and the need to produce print-outs, letter labels, and databases. Roszak offers a bit of background on the development of the two Steves' prototype models.\n
In 1975, the two Steves started attending meetings of the Homebrew Computer Club.[15] New microcomputers such as the Altair 8800 and the IMSAI 8080 inspired Wozniak to build a microprocessor into his video terminal circuit to make a complete computer. At the time the only microcomputerCPUs generally available were the $179 Intel 8080 (equivalent to $973 in 2022), and the $170 Motorola 6800 (equivalent to $925 in 2022). Wozniak preferred the 6800, but both were out of his price range. So he watched, and learned, and designed computers on paper, waiting for the day he could afford a CPU.\n
When MOS Technology released its $20 (equivalent to $103 in 2022) 6502 chip in 1976, Wozniak wrote a version of BASIC for it, then began to design a computer for it to run on. The 6502 was designed by the same people who designed the 6800, as many in Silicon Valley left employers to form their own companies. Wozniak's earlier 6800 paper-computer needed only minor changes to run on the new chip.\n
By March 1, 1976, Wozniak completed the machine and took it to a Homebrew Computer Club meeting to show it off.[16] When Jobs saw Wozniak's computer, which later became the Apple I, he was immediately interested in its commercial potential.[17] Initially, Wozniak intended to share schematics of the machine for free, but Jobs insisted that they should instead build and sell bare printed circuit boards for the computer.[18] Wozniak originally offered the design to Hewlett-Packard (HP), where he worked at the time, but was denied by the company on five occasions.[19] Jobs eventually convinced Wozniak to go into business together and start a new company of their own.[20] In order to raise the money they needed to produce the first batch of printed circuit boards, Jobs sold his Volkswagen Type 2minibus for $1,500, and Wozniak his HP-65programmable calculator for $500.[18][16][21][22]\n
\nSteve Jobs' parents' home on Crist Drive in Los Altos, California, where Apple started its operation.[23] Initial work took place in his bedroom and later moved to the home's garage.[15]\nWozniak's Apple I design was sold as an assembled circuit board, without a case, and could use an ordinary TV as the display. Users only needed to supply a keyboard.\n
Created by Rob Janoff in 1977, the Apple logo with the rainbow scheme was used from April of that year[24] until August 26, 1999.[citation needed]
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On April 1, 1976, Apple Computer Company was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne.[25][20] The company was registered as a California business partnership.[26]\nWayne, who worked at Atari as a chief draftsman, became a co-founder in return for a 10% stake.[27][20][2] Wayne was gun-shy due to the failure of his own venture four years earlier. On April 12, less than two weeks after the company's formation, Wayne left Apple, selling his 10% share back to the two Steves for $800.[28][29]\n
According to Wozniak, Jobs proposed the name \u201cApple Computer\u201d when he had just come back from Robert Friedland's All-One Farm in Oregon.[29] Jobs told Walter Isaacson that he was \"on one of my fruitarian diets,\" when he conceived of the name and thought \"it sounded fun, spirited and not intimidating ... plus, it would get us ahead of Atari in the phone book.\"[30]\n
The two Steves made a last trip to the Homebrew Computer Club and demonstrated the Apple I (AKA: The Apple Computer).[31]Paul Terrell, who operated the computer store chain Byte Shop, was impressed,[27] and gave the two Steves his card, asking them to keep in touch.[32] The next day, Jobs visited Terrell at the Mountain View Byte Shop store, and tried to sell him the bare circuit boards for the Apple I.[29] Terrell said he was only interested in purchasing the machine fully assembled, and that he would order 50 assembled computers and pay US$500 each on delivery (equivalent to $2,600 in 2022).[33][34][27] Jobs took the purchase order from the Byte Shop to national electronic parts distributor Cramer Electronics, and ordered the components needed. When asked by the credit manager how he would pay for the parts, Jobs replied, \"I have this purchase order from the Byte Shop chain of computer stores for 50 of my computers and the payment terms are COD. If you give me the parts on net 30-day terms I can build and deliver the computers in that time frame, collect my money from Terrell at the Byte Shop and pay you.\"[35][36]\n
To verify the purchase order, the credit manager called Paul Terrell, who assured him if the computers showed up, Jobs would have more than enough money for the parts order. The two Steves and their small crew spent day and night building and testing the computers, and delivered to Terrell on time. Terrell was surprised to receive a batch of assembled circuit boards, as he had expected complete computers with a case, monitor and keyboard.[37][38] Nonetheless, he kept his word and paid the two Steves the money promised.[39][37][38][40]\n
The Apple I went on sale in July 1976 as an assembled circuit board with a retail price of $666.66.[41][42][43] Wozniak later said he had had no idea about the relation between the number and the mark of the beast, and that he came up with the price because he liked repeating digits.[39] About 200 units of the Apple I were eventually sold.[44]\n
The Apple I computer had some notable features, including the use of a TV display, whereas many machines had no display at all. This was not like the displays of later machines; the text was displayed at 60 characters per second \u2013 still faster than the teleprinters of contemporary machines of that era. The machine had bootstrap code on ROM, making it easier to start up. At the insistence of Paul Terrell, Wozniak designed a cassette interface for loading and saving programs, at the then-rapid pace of 1200 bit/s. The simple machine was a masterpiece of design using far fewer parts than anything in its class, and earned Wozniak his reputation as a designer.\n
Jobs looked for investments to expand the business,[38] but banks were reluctant to lend him money; the idea of a computer for ordinary people seemed absurd at the time. In August 1976, Jobs approached his former boss at Atari, Nolan Bushnell, who recommended that he meet with Don Valentine, the founder of Sequoia Capital.[38] Valentine was not interested in funding Apple, but in turn introduced Jobs to Mike Markkula, a millionaire who had worked under him at Fairchild Semiconductor.[38] Markkula saw great potential in the two Steves, and became an angel investor of their company.[45] He invested $92,000 in Apple out of his own property while securing a $250,000 (equivalent to $1,290,000 in 2022) line of credit from Bank of America.[45][38] In return, Markkula received a one-third stake in Apple.[45] Apple Computer, Inc. was incorporated on January 3, 1977.[38] The new corporation bought out the partnership the two Steves had formed nine months earlier.[46]\n
In February 1977, Markkula recruited Michael Scott from National Semiconductor to serve as the first president and CEO of Apple Computer, as the two Steves were both insufficiently experienced and he was not interested in taking that position himself.[47][48]\nThat same month, Wozniak resigned from his job at Hewlett-Packard to work full-time for Apple.[46][49]\n
Almost as soon as Apple had started selling its first computers, Wozniak moved on from the Apple I and began designing a greatly improved computer: the Apple II.[45] Wozniak completed a working prototype of the new machine by August 1976.[38][50] The two Steves presented the Apple II computer to the public at the first West Coast Computer Faire on April 16 and 17, 1977. On the first day of the exhibition, Jobs introduced the Apple II to a Japanese chemist named Toshio Mizushima, who became the first authorized Apple dealer in Japan. In the May 1977 issue of Byte, Wozniak said of the Apple II design, \"To me, a personal computer should be small, reliable, convenient to use, and inexpensive.\"[51]\n
The Apple II went on sale on June 10, 1977, with a retail price of $1,298.[52] The computer's main internal difference from its predecessor was a completely redesigned TV interface, which held the display in memory. Now not only useful for simple text display, the Apple II included graphics and, eventually, color. During the development of the Apple II, Jobs pressed for a well-designed plastic case and built-in keyboard, with the idea that the machine should be fully packaged and ready to run out of the box.[53] This was almost the case for the Apple I computers, but one still needed to plug various parts together and type in the code to run BASIC. Jobs wanted the Apple II case to be \"simple and elegant\", and hired an industrial designer named Jerry Manock to produce such a case design.[53] Apple employee #5 Rod Holt developed the switching power supply.[54]\n
While early Apple II models use ordinary cassette tapes as storage devices, they were superseded in 1978 by the introduction of a 5+1⁄4-inch floppy disk drive and interface called the Disk II.[55][56] The Disk II system was designed by Wozniak and released with a retail price of $495.[55]\n
In 1979, the Apple II was chosen to be the desktop platform for the first \"killer application\" of the business world: VisiCalc, a spreadsheet.[55] So important that the Apple II became what John Markoff described as a \"VisiCalc accessory\",[57] the application created a business market for the computer and gave home users an additional reason to buy it: compatibility with the office.[55] Before VisiCalc, Apple had been a distant third place competitor to Commodore and Tandy.[58][59]\n
The Apple II was one of the three \"1977 Trinity\" computers generally credited with creating the home computer market (the other two being the Commodore PET and the Tandy Corporation TRS-80).[60] A number of different models of the Apple II were built thereafter, including the Apple IIe and Apple IIGS,[61] which continued in public use for nearly two decades. The Apple II series went on to sell about six million units in total before it was discontinued in 1993.[62][63]\n
While the Apple II was already established as a successful business-ready platform because of VisiCalc, Apple management was not content. The Apple III was designed to take on the business environment in an attempt to compete with IBM in the business and corporate computing market.[64] The development of the Apple III started in late 1978 under the guidance of Wendell Sander,[65] and was subsequently developed by a committee headed by Jobs.[66] The Apple III was first announced on May 19, 1980, with a retail price ranging from $4,340\nto $7,800, and released in November 1980.[66]\n
The Apple III was a conservative design for the era, however Jobs wanted the heat generated by the electronics to be dissipated through the chassis of the machine rather than by the more usual cooling fan. The case was not sufficient to cool the components and the Apple III was prone to overheating, causing the integrated circuit chips to disconnect from the motherboard. Customers who contacted Apple customer service were told to \"raise the computers six inches in the air, and then let go\", which would cause the integrated circuits to fall back into place.\n
Thousands of Apple III computers were recalled. A new model was introduced in 1983 to try to rectify the problems, but the damage was already done.\n
In the July 1980 issue of Kilobaud Microcomputing, publisher Wayne Green stated that \"the best consumer ads I've seen have been those by Apple. They are attention-getting, and they must be prompting sale.\"[67] In August, the Financial Times reported that\n
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Apple Computer, the fast growing Californian manufacturer of small computers for the consumer, business and educational markets, is planning to go public later this year. [It] is the largest private manufacturer in the U.S. of small computers. Founded about five years ago as a small workshop business, it has become the second largest manufacturer of small computers, after the Radio Shack division of the Tandy company.[68]
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On December 12, 1980, Apple (ticker symbol \"AAPL\") went public selling 4.6 million shares at $22 per share ($.10 per share when adjusting for stock splits as of November 30, 2020[update]),[69] generating over $100 million, which was more capital than any IPO since Ford Motor Company in 1956.[70] Several venture capitalists cashed out, reaping billions in long-term capital gains. By the end of the day, the stock rose to $29 per share and 300 millionaires were created, including the two Steves.[71][72] Around this time Wozniak offered $10 million of his own stock to early Apple employees, something Jobs refused to do.[71] Apple's market cap was $1.778 billion at the end of its first day of trading.[70][72]\n
In January 1981, Apple held its first shareholders meeting as a public company in the Flint Center, a large auditorium at nearby De Anza College (which is often used for symphony concerts) to handle the larger numbers of shareholders post-IPO. The business of the meeting had been planned so that the voting could be staged in 15 minutes or less. In most cases, voting proxies are collected by mail and counted days or months before a meeting. In this case, after the IPO, many shares were in new hands.\n
Jobs started his prepared speech, but after being interrupted by voting several times, he dropped his prepared speech and delivered a long, emotionally charged talk about betrayal, lack of respect, and related topics.[73]\n
By August 1981 Apple was among the three largest microcomputer companies, perhaps having replaced Radio Shack as the leader;[74] revenue in the first half of the year had already exceeded 1980's $118 million, and InfoWorld reported that lack of production capacity was constraining growth.[75] Because of VisiCalc, businesses purchased 90% of Apple II computers;[76][77] large customers especially preferred Apple.[78]\n
IBM entered the personal computer market that month with the IBM PC[79][80] in part because it did not want products without IBM logos on customers' desks,[81] but Apple had many advantages. While IBM began with one microcomputer, little available hardware or software, and a couple of hundred dealers, Apple had five times as many dealers in the US and an established international distribution network. The Apple II had an installed base of more than 250,000 customers, and hundreds of independent developers offered software and peripherals; at least ten databases and ten word processors were available, while the PC had no databases and one word processor.[82]\n
The company's customers gained a reputation for devotion and loyalty. BYTE in 1984 stated that[83]\n
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There are two kinds of people in the world: people who say Apple isn't just a company, it's a cause; and people who say Apple isn't a cause, it's just a company. Both groups are right. Nature has suspended the principle of noncontradiction where Apple is concerned.\nApple is more than just a company because its founding has some of the qualities of myth ... Apple is two guys in a garage undertaking the mission of bringing computing power, once reserved for big corporations, to ordinary individuals with ordinary budgets. The company's growth from two guys to a billion-dollar corporation exemplifies the American Dream. Even as a large corporation, Apple plays David to IBM's Goliath, and thus has the sympathetic role in that myth.
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The magazine noted that the loyalty was not entirely positive for Apple; customers were willing to overlook real flaws in its products, even while holding the company to a higher standard than for competitors.[83] The Apple III was an example of its autocratic reputation among dealers[78] that one described as \"Apple arrogance\".[84] After examining a PC and finding it unimpressive, Apple confidently purchased a full-page advertisement in The Wall Street Journal with the headline \"Welcome, IBM. Seriously\".[85][80] The company prioritized the III for three years, spending what Wozniak estimated as $100 million on marketing and R&D while not improving the Apple II to compete with the PC, as doing so could hurt III sales.[77]\n
Microsoft head Bill Gates was at Apple headquarters the day of IBM's announcement and later said \"They didn't seem to care. It took them a full year to realize what had happened\".[80] The PC almost completely ended sales of the III, the company's most comparable product. The II still sold well,[81] with Apple being the leading computer manufacturer in the United States where 7 million units were sold between 1978 and 1982.[86] But by 1983, the PC surpassed the Apple II as the best-selling personal computer.[87] IBM recruited the best Apple dealers while avoiding the discount grey market they disliked.[81] The head of a retail chain said \"It appears that IBM had a better understanding of why the Apple II was successful than had Apple\".[78]Gene Amdahl predicted that Apple would be another of the many \"brash young companies\" that IBM had defeated.[88]\n
By 1984 the press called the two companies archrivals,[89] but IBM had $4 billion in annual PC revenue, more than twice that of Apple and as much as the sales of it and the next three companies combined.[90] A Fortune survey found that 56% of American companies with personal computers used IBM PCs, compared to 16% for Apple.[91] Small businesses, schools, and some homes became the II's primary market.[76]\n
Apple Computer's business division was focused on the Apple III, another iteration of the text-based computer. Simultaneously the Lisa group worked on a new machine that would feature a completely different interface and introduce the words mouse, icon, and desktop into the lexicon of the computing public. In return for the right to buy US$1,000,000 of pre-IPO stock, Xerox granted Apple Computer three days access to the PARC facilities. After visiting PARC, they came away with new ideas that would complete the foundation for Apple Computer's first GUI computer, the Apple Lisa.[92][93][94][95]\n
The first iteration of Apple's WIMP interface was a floppy disk where files could be spatially moved around. After months of usability testing, Apple designed the Lisa interface of windows and icons.\n
The Lisa was introduced in 1983 at a cost of US$9,995 (equivalent to $29,400 in 2022). Because of the high price, Lisa failed to penetrate the business market.\n
By 1984 computer dealers saw Apple as the only clear alternative to IBM's influence;[96] some even promoted its products to reduce dependence on the PC.[81] The company announced the Macintosh 128K to the press in October 1983, followed by an 18-page brochure included with magazines in December.[97] Its debut was announced by a single national broadcast of a US$1.5 million television commercial, \"1984\" (equivalent to $4,200,000 in 2022). Directed by Ridley Scott and aired during the third quarter of Super Bowl XVIII on January 22, 1984,[98] it is considered a \"watershed event\"[99] and a \"masterpiece.\"[100] The commercial alludes to George Orwell's novel Nineteen Eighty-Four which describes a dystopian future of enforced conformity. In the commercial a heroine represents the coming of the Macintosh to save humanity,[101] and ends with the words: \"On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like 1984.\u201d[102]\n
On January 24, 1984, the Macintosh went on sale with a retail price of $2,495.[103][104] It came bundled with two applications designed to show off its interface: MacWrite and MacPaint. On the same day, an emotional Jobs introduced the computer to a wildly enthusiastic audience at Apple's annual shareholders meeting held in the Flint Auditorium;[105][106] Macintosh engineer Andy Hertzfeld described the scene as \"pandemonium\".[107] Jobs had directed the development of the Macintosh since 1981, when he took over the project from early Apple employee Jef Raskin, who conceived the computer,[108][109] and Wozniak, who led the initial design and development with Raskin but was on leave during this time due to an airplane crash earlier that year, making it easier for Jobs to take over the program.[110][111] The Macintosh was based on The Lisa (and Xerox PARC'smouse-driven graphical user interface),[112][113] and it was widely acclaimed by the media with strong initial sales supporting it.[114][115] However, the slow processing speed and limited software led to a rapid sales decline in the second half of 1984.[114][115][116]\n
The Macintosh was too radical for some, who labeled it a mere \"toy\". Because the machine was entirely designed around the GUI, existing text-mode and command-driven applications had to be redesigned and the programming code rewritten; this was a challenging undertaking that many software developers shied away from, and resulted in an initial lack of software for the new system. In April 1984 Microsoft's Multiplan migrated over from MS-DOS, followed by Microsoft Word in January 1985.[117] In 1985, Lotus Software introduced Lotus Jazz after the success of Lotus 1-2-3 for the IBM PC, although it was largely a flop.[118] Apple introduced Macintosh Office the same year with the lemmings ad, infamous for insulting potential customers. It was not successful.[119]\n
For a special post-election edition of Newsweek in November 1984, Apple spent more than US$2.5 million to buy all 39 of the advertising pages in the issue.[120] Apple also ran a \"Test Drive a Macintosh\" promotion, in which potential buyers with a credit card could take home a Macintosh for 24 hours and return it to a dealer afterwards. While 200,000 people participated, dealers disliked the promotion, the supply of computers was insufficient for demand, and many were returned in such a bad shape that they could no longer be sold. This marketing campaign caused CEO John Sculley to raise the price from US$1,995 (equivalent to $5,600 in 2022) to US$2,495 (equivalent to $7,000 in 2022).[119] The Macintosh spawned the concept of Mac evangelism, which was pioneered by Apple employee, and later Apple Fellow, Guy Kawasaki.[citation needed]\n
By early 1985, the Macintosh's failure to defeat the IBM PC[114][115] triggered a power struggle between Jobs and CEO John Sculley, who had been hired two years earlier by Jobs[121][122] using the famous line, \"Do you want to sell sugar water for the rest of your life or come with me and change the world?\"[123] Sculley and Jobs' visions for the company greatly differed. The former favored open architecture computers like the Apple II, sold to education, small business, and home markets less vulnerable to IBM. Jobs wanted the company to focus on the closed architecture Macintosh as a business alternative to the IBM PC. President and CEO Sculley had little control over chairman of the Board Jobs' Macintosh division; it and the Apple II division operated like separate companies, duplicating services.[124] Although its products provided 85% of Apple's sales in early 1985, the company's January 1985 annual meeting did not mention the Apple II division or employees. This frustrated Wozniak, who left active employment at Apple in the spring of that year to pursue other ventures, stating that the company had \"been going in the wrong direction for the last five years\" and sold most of his stock.[125][126][127] Despite these grievances, Wozniak left the company amicably and as of January 2018 continues to represent Apple at events or in interviews,[126] receiving a stipend over the years for this role estimated in 2006 to be $120,000 per year.[128] Wozniak also remained an Apple shareholder following his departure.[129]\n
Wozniak's first venture after leaving Apple was founding CL 9 in 1985 and creating the first programmable universal remote control two years later, called the \"CORE\", stating that \"I never felt like I was turning my back on my own company [Apple].\" He told Apple's director of engineering Wayne Rosing about his decision to step away from the company, but not his longtime business partner and friend Steve Jobs. Wozniak guessed that Jobs first heard the news from an article in The Wall Street Journal where he mentioned that he wasn't leaving because he was disgruntled with Apple, but that he was excited to build a new remote control. The article nevertheless included some of Wozniak's criticisms of Apple, and Wozniak later said \"it was an accident, but it's been picked up by every book and every bit of history [since].\"[128]: 289 \n
In April 1985, Sculley decided to remove Jobs as the general manager of the Macintosh division, and gained unanimous support from the Apple board of directors.[130][121] Rather than submit to Sculley's direction, Jobs attempted to oust him from his leadership role at Apple.[131] Informed by Jean-Louis Gass\u00e9e, Sculley found out that Jobs had been attempting to organize a coup and called an emergency executive meeting at which Apple's executive staff sided with Sculley and stripped Jobs of all operational duties.[131]\n
Jobs, while taking the position of Chairman of the firm, had no influence over Apple's direction and resigned in September 1985, taking a number of Apple employees with him to found NeXT Inc.[132] In a show of defiance at being set aside by Apple Computer, Jobs sold all but one of his 6.5 million shares in the company for $70 million. Jobs then acquired the visual effects house, Pixar for $5M (equivalent to $13,300,000 in 2022). NeXT Inc. built computers with futuristic designs and the UNIX-derived NEXTSTEP operating system. NeXTSTEP eventually developed into Mac OS X. While not a commercial success, due in part to its high price, the NeXT computer introduced important concepts to the history of the personal computer, including serving as the initial platform for Tim Berners-Lee as he was developing the World Wide Web.[133]\n
Sculley reorganized the company, unifying sales and marketing in one division and product operations and development in another.[134][124] Despite initial marketing difficulties, the Macintosh brand was eventually a success for Apple, due to its introduction of desktop publishing (and later computer animation) through Apple's partnership with Adobe Systems, which introduced the laser printer and Adobe PageMaker. The Macintosh became the default platform for many arts industries including cinema, music, advertising, and publishing.\n
Under leadership of John Sculley, Apple issued its first corporate stock dividend on May 11, 1987. A month later on June 16, Apple stock split for the first time in a 2:1 split. Apple kept a quarterly dividend with about 0.3% yield until November 21, 1995.[citation needed] Between March 1988 and January 1989, Apple undertook five acquisitions, including software companies Network Innovations,[135] Styleware,[136] Nashoba Systems,[137] and Coral Software,[138] as well as satellite communications company Orion Network Systems.[139]\n
Apple continued to sell both lines of its computers, the Apple II and the Macintosh. A few months after introducing the Mac, Apple released a compact version of the Apple II called the Apple IIc. And in 1986 Apple introduced the Apple IIGS, an Apple II positioned as something of a hybrid product with a mouse-driven, Mac-like operating environment. Even with the release of the first Macintosh, Apple II computers remained the main source of income for Apple for years.[140]\n
At the same time, the Mac was becoming a product family of its own. The original model evolved into the Mac Plus in 1986 and spawned the Mac SE and the Mac II in 1987 and the Mac Classic and Mac LC in 1990. Meanwhile, Apple attempted its first portable Macs: the failed Macintosh Portable in 1989 and then the more popular PowerBook in 1991, a landmark product that established the modern form and ergonomic layout of the laptop. Popular products and increasing revenues made this a good time for Apple. MacAddict magazine has called 1989 to 1991 the \"first golden age\" of the Macintosh.\n
On February 19, 1987, Apple registered the \"Apple.com\" domain name, making it one of the first hundred companies to register a .com address on the nascent Internet.[141]\n
In the late 1980s, Apple's fiercest technological rivals were the Amiga and Atari ST platforms. But computers based on the IBM PC were far more popular than all three, and by the 1990s, they finally had a comparable GUI thanks to Windows 3.0, and were out-competing Apple.\n
Apple's response to the PC threat was a profusion of new Macintosh lines including Quadra, Centris, and Performa. These new lines were marketed poorly by what was now \"arguably one of the worst-managed companies in the industry\".[142] There were too many models, differentiated by very minor graduations in technical specifications. The profusion of arbitrary model numbers confused consumers and hurt Apple's reputation for simplicity. Resellers like Sears and CompUSA often failed to sell or even competently display these Macs. Inventory grew as Apple consistently underestimated demand for popular models and overestimated demand for others.[142]\n
In 1991, Apple partnered with long-time competitor IBM and Motorola to form the AIM alliance, with the ultimate goal to create a revolutionary new computing platform, known as PReP, using IBM and Motorola hardware and Apple software. As the first step, Apple started the Power Macintosh line in 1994, using PowerPC processors from Motorola and IBM. The RISC architecture of these processors differed substantially from the Motorola 680X0 series used by previous Macs. Parts of Apple's operating system were rewritten to allow some older Mac software to run in emulation on the PowerPC series.[citation needed] Apple refused IBM's offer to purchase the company, but later unsuccessfully sought another offer from IBM,[143] and at one point was \"hours away\" from an acquisition by Sun Microsystems.[142][144]\n
In 1994 Apple launched eWorld, an online service providing email, news and a bulletin board system to replace AppleLink. It was shut down in 1996.\n
In 1995, to achieve deeper market penetration and extra revenue, Apple officially began licensing the Mac OS and Macintosh ROMs to 3rd party manufacturers. The \"Clonintoshes\" competed with Apple's own Mac's and reduced Apple's sales. Apple had market share of over 10% until Jobs was re-hired in 1997 as interim CEO to replace Gil Amelio, and found a loophole to terminate the Macintosh OS licensing program. Macintosh's market share fell to around 3%.\n
During the 90's, \"project Pink\" had Apple and IBM collaborating to develop a new operating system, named Taligent to replace System 7. Infighting resulted in Apple leaving the project and IBM finishing it. Apple started project Copland, another effort to replace System 7, but it was affected by Feature creep then Development hell due to software planned for Taligent being reworked for Copland. Ultimately Copland was scrapped.\n
With the Copland project in disarray, Apple decided it needed to acquire another company's operating system. Candidates considered were Sun's Solaris and Windows NT. Hancock was in favor of Solaris, while Amelio preferred Windows. Amelio called Bill Gates, and Gates promised Microsoft engineers would port QuickDraw to NT.[145]\n
In 1996, the struggling NeXT company beat Be Inc.'s BeOS bid to sell its operating system to Apple. On December 20, 1996, Apple announced it would purchase NeXT, and its NeXTstep operating system, for $429 million and 1.5 million shares of Apple stock. This brought Jobs back to Apple's management for the first time since 1985, and NeXT technology became the foundation of the Mac OS X operating system.\n
On July 9, 1997, Gil Amelio was ousted as CEO of Apple by the board of directors. Fred D. Anderson was the head of the directors in short term and obtained short-term working capital from the banks in July 1997.[146][147] In August 1997, Jobs stepped in as the interim CEO to begin a critical restructuring of the company's product line.[5] He eventually became CEO and served in that position from January 2000 to August 2011.[6] On August 24, 2011, Jobs resigned his position as chief executive officer of Apple before his long battle with pancreatic cancer took his life on October 5, 2011.[148]\n
On November 10, 1997, Apple introduced the Apple Store, an online retail store based upon the WebObjects application server the company had acquired in its purchase of NeXT. The new direct sales outlet was tied to a new build-to-order manufacturing strategy.[149][150]\n
At the 1997 Macworld Expo, Jobs announced that Apple would begin a partnership with Microsoft, with terms including a five-year commitment from Microsoft to release Microsoft Office for Macintosh, and a US$150 million investment in Apple. The long-standing dispute over whether Windows infringed Apple patents was settled,[151] and Internet Explorer would ship as the Macintosh's default browser, with the user able to have a preference. Microsoft chairman Bill Gates appeared on-screen explaining plans for developing Mac software, and expressing excitement to be helping Apple return to success. Jobs addressed the audience:\n
\n
If we want to move forward and see Apple healthy and prospering again, we have to let go of a few things here. We have to let go of this notion that for Apple to win, Microsoft has to lose. We have to embrace a notion that for Apple to win, Apple has to do a really good job. And if others are going to help us that's great, because we need all the help we can get, and if we screw up and we don't do a good job, it's not somebody else's fault, it's our fault. So I think that is a very important perspective. If we want Microsoft Office on the Mac, we better treat the company that puts it out with a little bit of gratitude; we'd like their software.\nSo, the era of setting this up as a competition between Apple and Microsoft is over as far as I'm concerned. This is about getting Apple healthy, this is about Apple being able to make incredibly great contributions to the industry and to get healthy and prosper again.[152]
\n
The day before the announcement Apple had a market cap of $2.46 billion,[153] and had ended its previous quarter with quarterly revenues of US$1.7 billion and cash reserves of US$1.2 billion,[154] making the US$150 million amount of the investment largely symbolic. Apple CFO Fred Anderson stated that Apple would use the additional funds to invest in its core markets of education and creative content.[151]\n
While discontinuing Apple's licensing of its operating system to third-party computer manufacturers, one of Jobs's first moves as new acting CEO was to develop the iMac, which bought Apple time to restructure. The original iMac integrated a CRT display and CPU into a streamlined, translucent plastic body. The line became a sales smash, moving about one million units each year. It helped re-introduce Apple to the media and public and announced the company's new emphasis on the design and aesthetics of its products.\n
In 1999, Apple introduced the Power Mac G4, which utilized the Motorola-made PowerPC 7400 containing a 128-bit instruction unit known as AltiVec, its flagship processor line. Apple unveiled the iBook that year, its first consumer-oriented laptop, the first Macintosh to support the use of Wireless LAN via the optional AirPort card. Based on the 802.11b standard, it helped popularize Wireless LAN technology to connect computers to networks.\n
In 2001, Apple introduced Mac OS X, an operating system based on NeXT's NeXTSTEP and incorporating parts of the FreeBSD kernel.[155] Aimed at consumers and professionals alike, Mac OS X married the stability, reliability and security of Unix with the ease of a completely overhauled user interface. To help users transition, the new operating system allowed the use of Mac OS 9 applications through the Classic environment. Apple's Carbon API allowed developers to adapt Mac OS 9 software to use Mac OS X's features.\n
In May 2001, after much speculation, Apple announced the opening of a line of Apple retail stores, to be located throughout the major U.S. computer buying markets. The stores were designed for two primary purposes: to stem the tide of Apple's declining share of the computer market and to respond to poor marketing of Apple products at third-party retail outlets.\n
\nA 1st-generation iPod (2001)\niPod Mini with the UI (user interface) set to German\n
In October 2001, Apple introduced its first iPod portable digital audio player. Then iPod started as a 5 gigabyte player capable of storing around 1000 songs. It then evolved into an array of products including the Mini (discontinued), the iPod Touch (discontinued), the Shuffle (discontinued), the iPod Classic (discontinued), the Nano (discontinued), the iPhone and the iPad. Since March 2011, the largest storage capacity for an iPod has been 160 gigabytes.[156] Speaking to software developers on June 6, 2005, Jobs said the company's share of the entire portable music device market stood at 76%.[157]\n
The iPod gave an enormous lift to Apple's financial results.[158] In the quarter ending March 26, 2005, Apple earned US$290 million, or 34\u00a2 a share, on sales of US$3.24 billion. The year before in the same quarter, Apple earned just US$46 million, or 6\u00a2 a share, on revenue of US$1.91 billion.\n
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Moving on from colored plastics and the PowerPC G3[edit]
In early 2002, Apple unveiled a completely redesigned iMac, using the G4 processor and LCD display. The new iMac G4 design had a white hemispherical base and a flat panel all-digital display supported by a swiveling chrome neck. After several iterations increasing the processing speed and screen sizes from 15\" to 17\" to 20\" the iMac G4 was discontinued and replaced by the iMac G5 in the summer of 2004.\n
Later in 2002, Apple released the Xserve1Urack mounted server. Originally featuring two G4 chips, the Xserve was unusual for Apple in two ways. It represented an earnest effort to enter the enterprise computer market, and it was cheaper than competitors' similar machines. This was largely due to Fast ATA drives as opposed to the SCSI hard drives used in traditional rack-mounted servers. Apple later released the Xserve RAID, a 14 drive RAID that was again cheaper than competing systems.\n
In mid-2003, Jobs launched the Power Mac G5, based on IBM's G5 processor. Its all-metal anodized aluminum chassis finished Apple's transition away from colored plastics in their computers. Apple claims this was the first 64-bit computer sold to the general public. The Power Mac G5 was used by Virginia Tech to build its prototype System X supercomputing cluster, which at the time was considered the third-fastest supercomputer in the world. It cost only US$5.2 million to build, far less than the previous No. 3 and other ranking supercomputers. Apple's Xserves were updated to use the G5 as well. They replaced the Power Mac G5 machines as the main building block of Virginia Tech's System X, which was ranked in November 2004 as the world's seventh-fastest supercomputer.[159]\n
A new iMac based on the G5 processor was unveiled August 31, 2004, and was made available in mid-September. This model dispensed with the base altogether, placing the CPU and the rest of the computing hardware behind the flat-panel screen, which is suspended from a streamlined aluminum foot. This new iMac, dubbed the iMac G5, was the \"world's thinnest desktop computer\",[160] measuring in at around two inches (around 5 centimeters).[161]\n
2004 was a turning point for Apple. After creating a sizable financial base to work with, the company began experimenting with new parts from new suppliers. Apple could produce new designs quickly, and released the iPod Video, then the iPod Classic, and eventually the iPod touch and iPhone.\n
On April 29, 2005, Apple released Mac OS X v10.4 \"Tiger\".\n
Apple's successful PowerBook and iBook relied on previous generation G4 architecture produced by Freescale Semiconductor, a spin-off from Motorola. IBM engineers had some success in making their PowerPC G5 processor consume less power and run cooler, but not enough to run in iBook or PowerBook formats. In October 2005, Apple released the Power Mac G5 Dual featuring a Dual-Core processor \u2013 two cores in one rather than two separate processors. The Power Mac G5 Quad uses two Dual-Core processors. The Power Mac G5 Dual cores run individually at 2.0 GHz or 2.3 GHz. The Power Mac G5 Quad cores run individually at 2.5 GHz, and all variations have a graphics processor with 256-bit memory bandwidth.[162]\n
Initially, Apple Stores were only in the United States, but in late 2003, Apple opened its first Apple Store abroad, in Tokyo's Ginza district. It was followed by a store in Osaka, Japan in August 2004. In 2005, Apple opened stores in Nagoya, the Shibuya district of Tokyo, Fukuoka, and Sendai. A store opened in Sapporo in 2006. Apple's first European store opened in London, on Regent Street, in November 2004. A store in the Bullring shopping centre in Birmingham opened in April 2005, and the Bluewater shopping centre in Dartford, Kent opened in July 2005. Apple opened its first store in Canada in the middle of 2005 at the Yorkdale Shopping Centre in North York, Toronto. Later in 2005 Apple opened the Meadowhall Store in Sheffield and the Trafford Centre Store in Manchester, UK. Later additions in the London area include Brent Cross (January 2006), Westfield in Shepherd's Bush (September 2008), and Covent Garden (August 2010), which at 40,000 square feet (3,700 m2) was, as of 2015, the largest Apple Store in the world.[163]\n
Apple opened several \"mini\" stores in October 2004 to capture markets where demand does not necessarily dictate a full-scale store. The first of these stores was opened at Stanford Shopping Center in Palo Alto, California. These stores are only one half the square footage of the smallest normal store.\n
In 2000, Apple introduced iTools, a set of free web-based tools that included an email account, internet greeting cards called iCards, a Web site review service called iReview, and \"KidSafe\", to prevent children browsing inappropriate websites. The latter two services were canceled because of lack of success. iCards and email were integrated into Apple's .Mac subscription-based service introduced in 2002 and discontinued in mid-2008 to make way for MobileMe, coinciding with the iPhone 3G release. MobileMe, at the same US$99.00 annual subscription as its dotMac predecessor, featured \"push\" services to instantly and automatically send emails, contacts and calendar updates directly to users' iPhones. Controversy around the release of MobileMe resulted in downtime and a significantly longer release window. Apple extended existing MobileMe subscriptions by 30 days free-of-charge.[164] At the WWDC event in June 2011, Apple announced iCloud, keeping most MobileMe services but dropping iDisk, Gallery, and iWeb. It added Find my Mac, iTunes Match, Photo Stream, Documents & Data Backup, and iCloud backup for iOS devices. The service requires iOS 5 and OS X 10.7 Lion.\n
The iTunes Music Store was launched in April 2003, with 2 million downloads in the first 16 days. Music was purchased through the iTunes application, which was initially Macintosh-only; in October 2003, support for Windows was added. Initially, the music store was only available in the United States due to licensing restrictions.\n
In June 2004 Apple opened its iTunes Music Store in the United Kingdom, France, and Germany. A version for the European Union version opened October 2004, but it was not initially available in the Republic of Ireland due to the intransigence of the Irish Recorded Music Association (IRMA) but was opened there a few months later on Thursday, January 6, 2005. A version for Canada opened in December 2004. On May 10, 2005, the iTunes Music Store was expanded to Denmark, Norway, Sweden, and Switzerland.\n
On December 16, 2004, Apple sold its 200 millionth song on the iTunes Music Store to Ryan Alekman from Belchertown, Massachusetts. The download was The Complete U2, by U2.[165] Just under three months later Apple sold its 300 millionth song on March 2, 2005.[166] On July 17, 2005, the iTunes Music Store sold its 500 millionth song.[167] At that point, songs were selling at an accelerating annualized rate of more than 500 million.\n
On October 25, 2005, the iTunes Store went live in Australia, with songs selling for A$1.69 each, albums at (generally) A$16.99 and music videos and Pixar short films at A$3.39. Before the loophole was closed, people in New Zealand were briefly able to buy music from the Australian store\n
On February 23, 2006, the iTunes Music Store sold its 1 billionth song.[168]\n
The iTunes Music Store changed its name to iTunes Store on September 12, 2006, when it began offering video content (TV shows and movies) for sale. Since iTunes' inception, it has sold over 2 billion songs, 1.2 billion of which were sold in 2006. Since downloadable TV and movie content was added 50 million TV episodes and 1.3 million movies have been downloaded.\n
In early 2010, Apple celebrated the 10 billionth song downloaded from the iTunes Music Store.[169]\n
In a keynote address on June 6, 2005, Jobs announced that Apple would produce Intel-based Macintosh computers beginning in 2006.[170] Jobs confirmed rumors that the company had been secretly producing versions of Mac OS X for both PowerPC and Intel processors over the past 5 years, and that the transition to Intel processor systems would last until the end of 2007. Rumors of cross-platform compatibility had been spurred by the fact that Mac OS X is based on OPENSTEP, an operating system that was available for many platforms. Apple's own Darwin, the open source underpinnings of Mac OS X, was also available for Intel's x86 architecture.[171][172][173]\n
On January 10, 2006, the Intel-based iMac and MacBook Pro were introduced,[174][175] based on the Intel Core Duo platform. They came alongside news that Apple would complete the transition to Intel processors on all hardware by the end of 2006, a year ahead of the originally quoted schedule.\n
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2007\u20132011: Apple Inc., iPhone, iOS, iPad[edit]
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On January 9, 2007, Apple Computer, Inc. shortened its name to simply Apple Inc. In his Macworld Expo keynote address, Jobs explained that with their current product mix consisting of the iPod and Apple TV as well as their Macintosh brand, Apple really wasn't just a computer company anymore. At the same address, Jobs revealed a product that would revolutionize an industry in which Apple had never previously competed: the Apple iPhone. The iPhone combined Apple's first widescreen iPod with the world's first mobile device boasting visual voicemail, and an internet communicator able to run a fully-functional version of Apple's web browser, Safari, on the then-named iPhone OS (later renamed iOS).\n
The first version of the iPhone became publicly available on June 29, 2007, in selected countries/markets. It was another 12 months before the iPhone 3G became available on July 11, 2008. Apple announced the iPhone 3GS on June 8, 2009, along with plans to release it later in June, July, and August, starting with the U.S., Canada, and major European countries on June 19. This 12-month iteration cycle has continued with the iPhone 4 model arriving in similar fashion in 2010, a Verizon model was released in February 2011, and a Sprint model in October 2011, shortly after Jobs' death.\n
On February 10, 2011, the iPhone 4 was made available on both Verizon Wireless and AT&T. Now two iPod types are multi-touch: the iPod nano and the iPod touch, a big advance in technology. Apple TV currently has a 2nd-generation model, which is 4 times smaller than the original Apple TV. Apple has also gone wireless, selling a wireless trackpad, keyboard, mouse, and external hard drive. Wired accessories are still available.\n
The Apple iPad was announced on January 27, 2010, with retail availability commencing in April and systematically growing in markets throughout 2010. The iPad fits into Apple's iOS product line, being twice the screen size of an iPhone without the phone abilities. While there were initial fears of product cannibalization the FY2010 financial results released in Jan 2011 included commentary of a reverse 'halo' effect, where iPad sales were leading to increased sales of iMacs and MacBooks.[176]\n
Since 2005, Apple's revenues, profits, and stock price have grown significantly. On May 26, 2010, Apple's stock market value overtook Microsoft's,[177][178][179] and Apple's revenues surpassed those of Microsoft in the third quarter of 2010.[180][181] After giving their results for the first quarter of 2011, Microsoft's net profits of $5.2 billion were lower for the quarter than those of Apple, which earned $6 billion in net profit for the quarter.[182][183] The late April announcement of profits by the companies marked the first time in 20 years that Microsoft's profits had been lower than Apple's,[184] a situation described by Ars Technica as \"unimaginable a decade ago\".[182]\n
The Guardian reported that one of the reasons for the change was because PC software, where Microsoft dominates, has become less important compared to the tablet and smartphone markets, where Apple has a strong presence.[184] One reason for this was a surprise drop in PC sales in the quarter.[184] Another issue for Microsoft was that its online search business had lost a lot of money, with a loss of $700 million in the first quarter of 2010.[184]\n
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2011\u20132020: Restructuring and Apple Watch[edit]
\n
On March 2, 2011, Apple unveiled the iPad's second-generation model, the iPad 2. Like the 4th-generation iPod Touch and iPhone, the iPad 2 comes with a front-facing camera as well as a rear-facing camera, along with three new apps that utilize these new features: Camera, FaceTime, and Photo Booth.\n
On August 24, 2011, Jobs resigned from his position as CEO[185] with Tim Cook taking his place. On October 29, 2012, Apple announced structural changes to increase collaboration between hardware, software, and services.[186] This involved the departure of Scott Forstall, responsible for the launch of iOS (iPhone OS at the time of launch), who was replaced with Craig Federighi as head of iOS and OS X teams. Jony Ive became head of HI (Human Interface), whilst Eddy Cue was announced as head of online services including Siri and Maps. The most notable short term difference of this restructuring was the launch of iOS 7, the first version of the operating system to use a drastically different design to its predecessors, headed by Jony Ive,[187] followed by OS X Yosemite a year later with a similar design.\n
During this time, Apple released the iPhone 5, the first iPhone to have a screen larger than 3.5\",[188] the iPod Touch 5 with a 4\" screen, the iPhone 5S with fingerprint scanning technology in the form of Touch ID, and iPhone 6 and iPhone 6 Plus, with screens at 4.7\" and 5.5\". They released the 3rd-generation iPad with Retina Display, followed by the 4th-generation iPad just half a year later. The iPad Mini was announced alongside the iPad 4th gen, and was the first to feature a smaller screen than 9.7\". This was followed by the iPad Mini 2 with Retina Display in 2013, alongside the iPad Air, a continuation of the original 9.7\" range of iPads, which was subsequently followed by the iPad Air 2 with Touch ID in 2014. Apple released various major Mac updates, including the MacBook Pro with Retina Display,[189] whilst discontinuing the original MacBook range for a short period, before reintroducing it in 2015 with various new features, a Retina Display and a new design that implemented USB-C, while removing all other ports.[190] The Mac Pro and iMac were updated with more power and a drastically smaller and thinner profile.\n
On November 25, 2013, Apple acquired a company called PrimeSense.[191] On May 28, 2014, Apple acquired Beats Electronics, producers of the popular Beats by Dre headphone and speaker range, as well as streaming service Beats Music.\n
On September 9, 2014, Apple announced the Apple Watch, the first new product range since the departure of Jobs.[192] The product cannot function beyond basic features without being within Bluetooth or WiFi range to an iPhone and contains basic applications (many acting as a remote for other devices, such as a music remote, or a control for an Apple TV) and fitness tracking. The Apple Watch received mixed reviews, with critics suggesting that whilst the device showed promise, it lacked a clear purpose, similar to many of the devices already on the market.[193] The Apple Watch was released on April 24, 2015.[194]\n
On September 7, 2016, Apple announced the iPhone 7 and iPhone 7 Plus with an improved camera and a faster processor than the previous generation. The iPhone 7 and iPhone 7 Plus have high storage options.\nOn October 27, 2016, Apple announced the new 13 and 15 inch MacBook Pro with a retina Touch Bar.\nOn March 21, 2017, Apple announced the iPad (2017). This is the iPad Air 2 successor, equipped with a faster processor, and starts at $329. Apple also announced the (Product)RED iPhone 7 and iPhone 7 Plus.\n
On September 12, 2017, at the Steve Jobs Theater, Apple introduced the iPhone 8 and iPhone 8 Plus with better camera features, more improvements in product design, user experience, performance and more, and announced the iPhone X with facial recognition technology and wireless charging. Apple announced the 4K Apple TV with 4K, HDR and Dolby Vision experience, and the Apple Watch Series 3, supporting a cellular connection, running watchOS 4.\n
On September 12, 2018, at the Steve Jobs Theater, Apple introduced the iPhone XS, iPhone XS Max, and iPhone XR, running iOS 12, with improved facial recognition and HDR in the display as well as better cameras for all 3 phones. They also announced the Apple Watch Series 4, running watchOS 5, with an all-new design and larger display as well as many more health-related features.\n
In 2018, Bloomberg News reported that, as early as 2015, a specialized unit of China's People's Liberation Army began inserting chips into Supermicro servers that allowed for backdoor access to them.[195] Approximately 30 companies reportedly had their servers compromised via the chips, including Apple Inc.[195]\n
On September 20, 2019, the iPhone 11, iPhone 11 Pro, and iPhone 11 Pro Max were introduced. The iPhone 11 Pro was the first iPhone to feature three cameras.\n
In November 2020, the first Mac's with Apple silicon were launched. The Mac mini, MacBook Air and MacBook Pro all featured Apple's M1 chip, itself based on the previous A14 Bionic chip.\n
In April 2021, the M1-powered iPad was launched, along with a new M1-powered iMac offered in 7 colors, recalling the iMacs offered in 5 colors announced in 1999. Apple launched an iPhone 12 in purple and a GPS tracking device called AirTag that uses the Apple's Find My device network.\n
In 2021 and 2022, Apple repeated its pattern of introducing four new iPhones in September, with 2021's iPhone 13 and iPhone 13 Pro lines and 2022's iPhone 14 and iPhone 14 Pro lines, with the iPhone 14 Pro ditching the notch containing the sensors for a \"dynamic island\" which allows for space between the top edge of the screen and the sensors for Face ID. 2022 saw Apple announce the first Macs with Apple's M2 chip and a new sub-series of Apple Watch with increased performance for outdoor activities named Apple Watch Ultra.\n
Apple launched a buy now, pay later service called 'Apple Pay Later' for its Apple Wallet users in March 2023. The program allows its users to apply for loans between $50 and $1,000 to make online or in-app purchases and then repaying them through four installments spread over six weeks without any interest or fees.[196][197]\n
In November 2023, Apple agreed to a $25 million settlement in a U.S. Department of Justice case that alleged Apple was discriminating against U.S. citizens in hiring. Apple created jobs that were not listed online and required paper submission to apply for, while advertising these jobs to foreign workers as part of recruitment for PERM.[198]\n
'AAPL' is the stock symbol under which Apple Inc. trades on the NASDAQstock market. Apple originally went public on December 12, 1980, with an initial public offering at US$22.00[203] per share. The stock has split 2 for 1 three times on June 15, 1987, June 21, 2000, and February 28, 2005. Apple initially paid dividends from June 15, 1987, to December 15, 1995. On March 19, 2012, Apple announced that it would again start paying a dividend of $2.65 per quarter (beginning in the quarter that starts in July 2012) along a $10 billion share buyback that would commence September 30, 2012, the start of its fiscal 2013 year.\n
Gene Munster and Michael Olson of Piper Jaffray are the main analysts who track Apple stock. Piper Jaffray estimates future stock and revenue of Apple annually, and have been doing so for several years.[204]\n
^ abLinzmayer, Owen W. (2004). Apple Confidential 2.0: The Definitive History of the World's Most Colorful Company. No Starch Press. pp. 4\u20135. ISBN9781593270100.\n
^Schlender, Brent; Tetzeli, Rick (2016). Becoming Steve Jobs: The Evolution of a Reckless Upstart into a Visionary Leader. Crown Business; Reprint edition. pp. 37\u201339. ISBN9780385347426.\n
^Schlender, Brent; Rick Tetzeli (2015). Becoming Steve Jobs : the evolution of a reckless upstart into a visionary leader (First ed.). New York. ISBN978-0-385-34740-2. OCLC856980982.{{cite book}}: CS1 maint: location missing publisher (link)\n
Apple's customers and the press expect new hardware product updates for each product category from Apple every year, but Apple's corporate secrecy makes it difficult to predict when new products will be released. Complicated, scattered data, put together here for easy reference. Starting with data from 2007, these designs use an annual calendar data visualization to clearly show both product announcements and release dates for Apple's major products. The patterns were easier to understand when the product categories were broken apart into separate infographics.
Bookmark and return to this page in the future as it will be updated as new products are announced and released. Please share any suggestions or feedback for future revisions in the comments on the blog post.
In 2011 when Tim Cook took over as Apple\u2019s CEO, Apple shifted the release dates for iPhones to annual September launch events. You can also see a consistent pattern of the announcement one week, and the products released the following Friday.
Starting in 2020, we are beginning to see two iPhone announcements each year. A major launch in the Fall and a minor announcement in the Spring. In 2020, the major launch moved to October, which was related to supply chain issues from the COVID-19 pandemic.
Apple\u2019s iPads don\u2019t have the same repeatable pattern as iPhones, but the last six years have seen a consistent iPad announcement in March. Some years have an additional announcement in the Fall, but it\u2019s not consistent. A very general trend is the iPad Pro models are launched in the Spring, and other iPad models are launched in the Fall.
Lately, the iMacs have only been getting updates every other year. With the introduction of the Apple M1 processor, only the 24\u201d iMac has been getting updates.
No pattern here. Apple releases new Mac Pros only when they feel like it. The last three announcements (dating all the way back to 2012) happen at WWDC in June.
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"page_name": "Every new Apple product coming in 2024",
"page_url": "https://www.macworld.com/article/671090/new-apple-products.html",
"page_snippet": "We predict the upcoming Apple product releases in 2024 and recap on what launched in 2023. Here are the new Apple products we expect to come out in 2024 and beyond.In this article, we take a look at what we expect Apple to launch in 2024 and beyond. We have investigated every rumor and trend we could find to bring you our predictions. Read on to find out what could be in store. Just looking at 2023 gives us clues as to what else must be coming in 2024. In 2023 no iPads were updated, we still haven\u2019t seen an M3 or M3 Pro Mac mini (despite the M3 becoming available) and only the AirPods Pro (and EarPods) got USB-C. It seems likely that in 2024 products will get similar updates. What else can we expect? The 10th generation iPad joined the line up in October 2022 so a new model can be expected in 2024. The 9th gen model is likely to be retired, so perhaps Apple will continue to sell the 10th gen model, or lower the entry-level price for the 11th gen iPad when it launches. The arrival of a new set of iPhones isn\u2019t likely to happen before September 2024. There is a small chance we could see a new iPhone SE before then, but we think we won\u2019t.",
"page_result": "\n\n\n\t\n\t\n\t\n\n\t\n\n\t\t\t\t\n\n\t\n\tNew Apple Products 2024: Upcoming Apple product releases | Macworld\n\t\n\t\n\t\n\t\n\t\n\n\n\n\n\n\n\n\t\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\n\n\n\n\n\n\n\n\n\n\n\n\n\n\t\t\t\t\t\t\n\n\n\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
\n\t\t\t\tWe predict the upcoming Apple product releases in 2024 and recap on what launched in 2023. Here are the new Apple products we expect to come out in 2024 and beyond.\t\t\t
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Over the past few years, Apple has overhauled its entire product range, including transitioning the Mac from Intel to its own processors, introducing the tough Apple Watch Ultra, adding a new Plus model to the iPhone lineup, and revealing a brand-new product category (the yet-to-launch Vision Pro).
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In this article, we take a look at what we expect Apple to launch in 2024 and beyond. We have investigated every rumor and trend we could find to bring you our predictions. Read on to find out what could be in store.
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What Apple released in 2023
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Apple hit the ground running in 2023 with new Macs and a new HomePod in January. Then at WWDC in June the company launched no less than three new Macs and a brand new device – the Vision Pro – alongside revealing its plans for macOS 14 Sonoma, iOS 17 and watchOS 10. Finally (maybe) Apple launched the new iPhone 15 series and the Apple Watch Series 8 and Apple Watch Ultra 2 at an event in September and then made macOS Sonoma and iOS 17 available for customers to download later that month. Then at an Apple event on October 30 the company unveiled new MacBook Pro and iMac models.
Just looking at 2023 gives us clues as to what else must be coming in 2024. In 2023 no iPads were updated, we still haven’t seen an M3 or M3 Pro Mac mini (despite the M3 becoming available) and only the AirPods Pro (and EarPods) got USB-C. It seems likely that in 2024 products will get similar updates. What else can we expect?
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In the sections below we’ve split products into categories including Mac, iPad, iPhone and some new product categories. Read on to find out what to expect at Apple next event the throughout the year.
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The products Apple announced at the September 2022 event.
Apple
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New Macs
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With the update for the Mac Pro at WWDC in June 2023 Apple finished transitioning all its Macs from Intel processors to its own silicon. Apple launched the M3, M3 Pro and M3 Max chips at the end of October 2023, so we can expect the following updates soon:
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Mac mini with M3 and M3 Pro
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Now that the iMac has an M3 chip, and the MacBook Pro an M3, M3 Pro and M3 Max chip, it is surely only a matter of time before those same chips make their way into the Mac mini.
If the Mac Studio is getting an update you can rest assured that the Mac Pro will too.
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When? June 2024
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iMac Pro M3 Pro
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There is a new iMac with M3 chip, but it’s still got a 24-inch screen. What people want is a return of a more professional iMac with a bigger screen.
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Apple is said to be working on a Pro version of the iMac, a return of the 27-inch iMac Pro perhaps. It sounds like an M3 Pro iMac might happen, but we could be waiting a little longer for that one.
No iPads were updated in 2023 – the first time a year passed without an iPad update. There was one iPad that wasn’t even updated in 2022 – the iPad mini – so that looks the most likely for an imminent update. But there may be an upgrade coming to the iPad Air too.
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iPad mini
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A new iPad mini–seventh generation–could be coming soon.
Alongside an M3 upgrade there could be a 14-inch iPad Pro coming from Apple.
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When? Fall 2024
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11th gen iPad
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The 10th generation iPad joined the line up in October 2022 so a new model can be expected in 2024. The 9th gen model is likely to be retired, so perhaps Apple will continue to sell the 10th gen model, or lower the entry-level price for the 11th gen iPad when it launches.
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When? Fall 2024
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New iPhones
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The arrival of a new set of iPhones isn’t likely to happen before September 2024. There is a small chance we could see a new iPhone SE before then, but we think we won’t.
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Dominik Tomaszewski / Foundry
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iPhone 16
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The iPhone 16 is likely to arrive, like clockwork, in September 2024.
There have recently been a few rumors about the iPhone SE. A supposed leak revealed a bigger screen, notch and Face ID, for example.
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This isn’t the first we’ve heard of a bigger version of the iPhone SE. The question is, will it still feature the Home button? Read about the iPhone SE Plus.
The AirPods Max are desperately in need of an update – being unable to play lossless audio right now, will they get an update in 2024? Unfortunately, there aren’t any noisy rumors about them right now.
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There are rumors about a new cheaper AirPods model, dubbed AirPods Lite by some. These are said to cost $99 and could arrive alongside 4th gen AirPods in the spring.
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The wait for new AirPods Pro could stretch to 2025. They could offer new health-related features when they arrive.
We expect that Apple will launch an Apple Watch Series 10 and a third-generation Apple Watch Ultra in September 2024. Both will feature a new S10 chip.
If Apple was never to innovate away from the products it makes right now it could be left behind as technology progresses. It’s no surprise therefore that the company is working on various new areas. We don’t expect these to land in 2023, but rumors suggest that some of them still could arrive sooner rather than later.
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HomePod with screen
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We do hope there is some truth in the rumors that Apple is working on a HomePod with a screen. We’ve always said that a screen would make the HomePod infinitely more usable, but perhaps we are the only ones who hate having to talk to our speaker and control the HomePod via an iPhone.
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A screen would extend the uses of the HomePod beyond audio into visual – so you could watch podcasts and news reports and YouTube videos, but most usefully communicate via FaceTime.
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So far all Apple has done is brought back the full-size HomePod that it removed from sale.
We’ve had this one in our round-up for years, and for a time Apple really was working on a car, or at least something car-adjacent. But the latest information suggests that the Apple car project has closed and Apple is focused on AI instead.
Macworld editor since 2008, Karen has worked on both sides of the Apple divide, clocking up a number of years at Apple's PR agency prior to joining Macworld two decades ago.\u00a0
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Karen's career highlights include interviewing Apple's Steve Wozniak and discussing Steve Jobs\u2019 legacy on the BBC. Her focus is Mac, but she lives and breathes Apple.
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"page_name": "Apple Inc. - Wikipedia",
"page_url": "https://en.wikipedia.org/wiki/Apple_Inc.",
"page_snippet": "For most of the period between 2011 and 2024, Apple was the world's largest company by market capitalization until it lost this position to Microsoft in January 2024. In 2022, Apple was the largest technology company by revenue, with US$394.3 billion. As of 2023, Apple was the fourth-largest ...For most of the period between 2011 and 2024, Apple was the world's largest company by market capitalization until it lost this position to Microsoft in January 2024. In 2022, Apple was the largest technology company by revenue, with US$394.3 billion. As of 2023, Apple was the fourth-largest personal computer vendor by unit sales, the largest manufacturing company by revenue, and the largest vendor of mobile phones in the world. In January 2024, Apple announced compliance with the European Union's competition law, with major changes to the App Store and other services, effective March 7. This enables iOS users in the 27-nation bloc to use alternative app stores, and alternative payment methods within apps. Over the next decade, Jobs guided Apple back to profitability through several tactics including introducing the iMac, iPod, iPhone, and iPad to critical acclaim, launching the \"Think different\" campaign and other memorable advertising campaigns, opening the Apple Store retail chain, and acquiring numerous companies to broaden its product portfolio. On December 12, 1980, Apple (ticker symbol \"AAPL\") went public selling 4.6 million shares at $22 per share ($.10 per share when adjusting for stock splits as of September 3, 2022), generating over $100 million, which was more capital than any IPO since Ford Motor Company in 1956. Xerox granted Apple engineers three days of access to the PARC facilities in return for the option to buy 100,000 shares (22.4 million split-adjusted shares as of September 3, 2022) of Apple at the pre-IPO price of $10 a share. After the demonstration, Jobs was immediately convinced that all future computers would use a graphical user interface, and development of a GUI began for the Apple Lisa, named after Jobs's daughter.",
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Apple was founded as Apple Computer Company on April 1, 1976, to produce and market Steve Wozniak's Apple I personal computer. The company was incorporated by Wozniak and Steve Jobs in 1977. Its second computer, the Apple II, became a best seller as one of the first mass-produced microcomputers. Apple introduced the Lisa in 1983 and the Macintosh in 1984, as some of the first computers to use a graphical user interface and a mouse. By 1985, the company's internal problems included the high cost of its products and power struggles between executives. That year Jobs left Apple to form NeXT, Inc., and Wozniak withdrew to other ventures. The market for personal computers expanded and evolved throughout the 1990s, and Apple lost considerable market share to the lower-priced Wintel duopoly of the Microsoft Windows operating system on Intel-powered PC clones.\n
In 1997, Apple was weeks away from bankruptcy. To resolve its failed operating system strategy and entice Jobs's return, it bought NeXT. Over the next decade, Jobs guided Apple back to profitability through several tactics including introducing the iMac, iPod, iPhone, and iPad to critical acclaim, launching the \"Think different\" campaign and other memorable advertising campaigns, opening the Apple Store retail chain, and acquiring numerous companies to broaden its product portfolio. Jobs resigned in 2011 for health reasons, and died two months later. He was succeeded as CEO by Tim Cook.\n
Apple has received criticism regarding its contractors' labor practices, its environmental practices, and its business ethics, including anti-competitive practices and materials sourcing. Nevertheless, it has a large following and a high level of brand loyalty. It has been consistently ranked as one of the world's most valuable brands.\n
Apple became the first publicly traded U.S. company to be valued at over $1 trillion in August 2018, then at $2 trillion in August 2020, and at $3 trillion in January 2022. In June 2023, it was valued at just over $3 trillion.[11]\n
\nIn 1976, Steve Jobs and Steve Wozniak co-founded Apple in Jobs's parents' home on Crist Drive in Los Altos, California.[12] Wozniak called the popular belief that the company was founded in the garage \"a bit of a myth\",[13] although they moved some operations to the garage when the bedroom became too crowded.[14]\nThe Apple I is Apple's first product, designed by Wozniak and sold as an assembled circuit board without the required keyboard, monitor, power supply, and the optional case.\nThe Apple II Plus was introduced in 1979, designed primarily by Wozniak.\n
Apple Computer Company was founded on April 1, 1976, by Steve Jobs, Steve Wozniak, and Ronald Wayne as a partnership.[12][15] The company's first product is the Apple I, a computer designed and hand-built entirely by Wozniak.[16] To finance its creation, Jobs sold his Volkswagen Bus, and Wozniak sold his HP-65 calculator.[17]: 57 Neither received the full selling price but in total earned $1,300 (equivalent to $6,700 in 2022). Wozniak debuted the first prototype Apple I at the Homebrew Computer Club in July 1976.[18] The Apple I was sold as a motherboard with CPU, RAM, and basic textual-video chips\u2014a base kit concept which was not yet marketed as a complete personal computer.[19] It was priced soon after debut for $666.66 (equivalent to $3,400 in 2022).[20][21]: 180 Wozniak later said he was unaware of the coincidental mark of the beast in the number 666, and that he came up with the price because he liked \"repeating digits\".[22]\n
Apple Computer, Inc. was incorporated on January 3, 1977,[23][24] without Wayne, who had left and sold his share of the company back to Jobs and Wozniak for $800 only twelve days after having co-founded it.[25] Multimillionaire Mike Markkula provided essential business expertise and funding of $250,000 (equivalent to $1,207,000 in 2022) to Jobs and Wozniak during the incorporation of Apple.[26] During the first five years of operations, revenues grew exponentially, doubling about every four months. Between September 1977 and September 1980, yearly sales grew from $775,000 to $118 million, an average annual growth rate of 533%.[27]\n
The Apple II was chosen to be the desktop platform for the first \"killer application\" of the business world: VisiCalc, a spreadsheetprogram released in 1979.[29] VisiCalc created a business market for the Apple II and gave home users an additional reason to buy an Apple II: compatibility with the office,[29] but Apple II market share remained behind home computers made by competitors such as Atari, Commodore, and Tandy.[31][32]\n
On December 12, 1980, Apple (ticker symbol \"AAPL\") went public selling 4.6 million shares at $22 per share ($.10 per share when adjusting for stock splits as of September 3, 2022[update]),[24] generating over $100 million, which was more capital than any IPO since Ford Motor Company in 1956.[33] By the end of the day, 300 millionaires were created, including Jobs and Wozniak, from a stock price of $29 per share[34] and a market cap of $1.778 billion.[33][34]\n
\nThe Macintosh, released in 1984, is the first mass-market personal computer to feature an integral graphical user interface and mouse.\n
A critical moment in the company's history came in December 1979 when Jobs and several Apple employees, including human\u2013computer interface expert Jef Raskin, visited Xerox PARC in to see a demonstration of the Xerox Alto, a computer with a graphical user interface. Xerox granted Apple engineers three days of access to the PARC facilities in return for the option to buy 100,000[35] shares (22.4 million split-adjusted shares as of September 3, 2022[update])[24] of Apple at the pre-IPO price of $10 a share.[36] After the demonstration, Jobs was immediately convinced that all future computers would use a graphical user interface, and development of a GUI began for the Apple Lisa, named after Jobs's daughter.[37]\n
The Lisa division was plagued by infighting, and in 1982, Jobs was pushed off the project. The Lisa launched in 1983 and became the first mass marketed personal computer with a GUI, but was a commercial failure due to its high price and limited software library.[38]\n
Jobs, angered by being pushed off the Lisa team, took over the company's Macintosh division. Wozniak and Raskin had envisioned the Macintosh as a low-cost computer with a text-based interface like the Apple II, but a plane crash in 1981 forced Wozniak to step back from the project. Jobs quickly redefined the Macintosh as a graphical system that would be cheaper than the Lisa, undercutting his former division.[39] Jobs was also hostile to the Apple II division, which at the time, generated most of the company's revenue.[40]\n
In 1984, Apple launched the Macintosh, the first personal computer without a bundled programming language.[41] Its debut was signified by \"1984\", a $1.5 million television advertisement directed by Ridley Scott that aired during the third quarter of Super Bowl XVIII on January 22, 1984.[42] This was hailed as a watershed event for Apple's success[43] and was called a \"masterpiece\" by CNN[44] and one of the greatest TV advertisements of all time by TV Guide.[45]\n
The advertisement created great interest in Macintosh, and sales were initially good, but began to taper off dramatically after the first three months as reviews started to come in. Jobs had required 128 kilobytes of RAM, which limited its speed and software in favor of aspiring for a projected price point of $1,000 (equivalent to $2,800 in 2022). The Macintosh shipped for $2,495 (equivalent to $7,000 in 2022), a price panned by critics due to its slow performance.[46]: 195 In early 1985, this sales slump triggered a power struggle between Steve Jobs and CEO John Sculley, who had been hired away from Pepsi two years earlier by Jobs[47] saying, \"Do you want to sell sugar water for the rest of your life or come with me and change the world?\"[48] Sculley removed Jobs as the head of the Macintosh division, with unanimous support from the Apple board of directors.[49]\n
The board of directors instructed Sculley to contain Jobs and his ability to launch expensive forays into untested products. Rather than submit to Sculley's direction, Jobs attempted to oust him from leadership.[50]Jean-Louis Gass\u00e9e informed Sculley that Jobs had been attempting to organize a boardroom coup and called an emergency meeting at which Apple's executive staff sided with Sculley and stripped Jobs of all operational duties.[50] Jobs resigned from Apple in September 1985 and took several Apple employees with him to found NeXT.[51] Wozniak had also quit his active employment at Apple earlier in 1985 to pursue other ventures, expressing his frustration with Apple's treatment of the Apple II division and stating that the company had \"been going in the wrong direction for the last five years\".[40][52][53] Wozniak remained employed by Apple as a representative,[52] receiving a stipend estimated to be $120,000 per year.[21] Jobs and Wozniak remained Apple shareholders following their departures.[54]\n
After the departures of Jobs and Wozniak in 1985, Sculley launched the Macintosh 512K that year with quadruple the RAM, and introduced the LaserWriter, the first reasonably priced PostScriptlaser printer. PageMaker, an early desktop publishing application taking advantage of the PostScript language, was also released by Aldus Corporation in July 1985.[55] It has been suggested that the combination of Macintosh, LaserWriter, and PageMaker was responsible for the creation of the desktop publishing market.[56]\n
This dominant position in the desktop publishing market[57] allowed the company to focus on higher price points, the so-called \"high-right policy\" named for the position on a chart of price vs. profits. Newer models selling at higher price points offered higher profit margin, and appeared to have no effect on total sales as power users snapped up every increase in speed. Although some worried about pricing themselves out of the market, the high-right policy was in full force by the mid-1980s, due to Jean-Louis Gass\u00e9e's slogan of \"fifty-five or die\", referring to the 55% profit margins of the Macintosh II.[58]: 79\u201380 \n
This policy began to backfire late in the decade as desktop publishing programs appeared on IBM PC compatibles with some of the same functionality of the Macintosh at far lower price points. The company lost its dominant position in the desktop publishing market and estranged many of its original consumer customer base who could no longer afford Apple products. The Christmas season of 1989 was the first in the company's history to have declining sales, which led to a 20% drop in Apple's stock price.[58]: 117\u2013129 During this period, the relationship between Sculley and Gass\u00e9e deteriorated, leading Sculley to effectively demote Gass\u00e9e in January 1990 by appointing Michael Spindler as the chief operating officer.[59] Gass\u00e9e left the company later that year.[60]\n
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1990\u20131997: Decline and restructuring
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The company pivoted strategy and in October 1990 introduced three lower-cost models, the Macintosh Classic, the Macintosh LC, and the Macintosh IIsi, all of which saw significant sales due to pent-up demand.[61] In 1991, Apple introduced the hugely successful PowerBook with a design that set the current shape for almost all modern laptops. The same year, Apple introduced System 7, a major upgrade to the Macintosh operating system, adding color to the interface and introducing new networking capabilities.\n
\nThe success of the lower-cost Macs and PowerBook brought increasing revenue.[62] For some time, Apple was doing very well, introducing fresh new products at increasing profits. The magazine MacAddict named the period between 1989 and 1991 as the \"first golden age\" of the Macintosh.[63]
The PenLite is Apple's first tablet computer prototype, created in 1992 to bring the Mac OS to a tablet. It was canceled in favor of the Newton.[64]\n
The success of lower-cost consumer Macs, especially the LC, cannibalized higher-priced machines. To address this, management introduced several new brands, selling largely identical machines at different price points, for different markets: the high-end Quadra series, the mid-range Centris series, and the consumer-marketed Performa series. This led to significant consumer confusion between so many models.[65]\n
In the early 1990s, the Apple II series was discontinued. It was expensive to produce, and the company decided it was still absorbing sales from lower-cost Macintosh models. After the launch of the LC, Apple encouraged developers to create applications for Macintosh rather than Apple II, and authorized salespersons to redirect consumers from Apple II and toward Macintosh.[66] The Apple IIe was discontinued in 1993.[67]\n
Throughout this period, Microsoft continued to gain market share with Windows by focusing on delivering software to inexpensive personal computers, while Apple was delivering a richly engineered but expensive experience.[69] Apple relied on high profit margins and never developed a clear response; it sued Microsoft for making a GUI similar to the Lisa in Apple Computer, Inc. v. Microsoft Corp.[70] The lawsuit dragged on for years and was finally dismissed.\n
The major product flops and the rapid loss of market share to Windows sullied Apple's reputation, and in 1993 Sculley was replaced as CEO by Michael Spindler.[71]\n
Under Spindler, Apple, IBM, and Motorola formed the AIM alliance in 1994 to create a new computing platform (the PowerPC Reference Platform or PReP), with IBM and Motorola hardware coupled with Apple software. The AIM alliance hoped that PReP's performance and Apple's software would leave the PC far behind and thus counter the dominance of Windows. That year, Apple introduced the Power Macintosh, the first of many computers with Motorola's PowerPC processor.[72]\n
In the wake of the alliance, Apple opened up to the idea of allowing Motorola and other companies to build Macintosh clones. Over the next two years, 75 distinct Macintosh clone models were introduced. However, by 1996, Apple executives were worried that the clones were cannibalizing sales of its own high-end computers, where profit margins were highest.[73]\n
In 1996, Spindler was replaced by Gil Amelio as CEO, who was hired for his reputation as a corporate rehabilitator. Amelio made deep changes, including extensive layoffs and cost-cutting.[74]\n
This period was also marked by numerous failed attempts to modernize the Macintosh operating system (MacOS). The original Macintosh operating system (System 1) was not built for multitasking (running several applications at once). The company attempted to correct this by introducing cooperative multitasking in System 5, but still decided it needed a more modern approach.[75] This led to the Pink project in 1988, A/UX that year, Copland in 1994, and evaluated the purchase of BeOS in 1996. Talks with Be stalled when the CEO, former Apple executive Jean-Louis Gass\u00e9e, demanded $300 million instead of Apple's $125 million offer.[76]\n
The NeXT acquisition was finalized on February 9, 1997,[79] and the board brought Jobs back to Apple as an advisor. On July 9, 1997, Jobs staged a boardroom coup that resulted in Amelio's resignation after overseeing a three-year record-low stock price and crippling financial losses.\n
The board named Jobs as interim CEO and he immediately reviewed the product lineup. Jobs canceled 70% of models, ending 3,000 jobs and paring to the core of its computer offerings.[80] The next month, in August 1997, Steve Jobs convinced Microsoft to make a $150 million investment in Apple and a commitment to continue developing Mac software.[81] This was seen as an \"antitrust insurance policy\" for Microsoft which had recently settled with the Department of Justice over anti-competitive practices in the United States v. Microsoft Corp. case.[82] Around then, Jobs donated Apple's internal library and archives to Stanford University, to focus more on the present and the future rather than the past.[83][84] He ended the Mac clone deals and in September 1997, purchased the largest clone maker, Power Computing.[85] On November 10, 1997, the Apple Store website launched, which was tied to a new build-to-order manufacturing model similar to PC manufacturer Dell's success.[86]\n
The moves paid off for Jobs; at the end of his first year as CEO, the company had a $309 million profit.[80]\n
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iMac
iBook
Power Macintosh G3
PowerBook G3
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On May 6, 1998, Apple introduced a new all-in-one computer reminiscent of the original Macintosh: the iMac. The iMac was a huge success with 800,000 units sold in its first five months[87] and ushered in major shifts in the industry by abandoning legacy technologies like the 3+1⁄2-inch diskette, being an early adopter of the USB connector, and coming pre-installed with Internet connectivity (the \"i\" in iMac)[88] via Ethernet and a dial-up modem. Its striking teardrop shape and translucent materials were designed by Jonathan Ive, who had been hired by Amelio, and who collaborated with Jobs for more than a decade to reshape Apple's product design.[89][90]\n
A little more than a year later on July 21, 1999, Apple introduced the iBook consumer laptop. It culminated Jobs's strategy to produce only four products: refined versions of the Power Macintosh G3 desktop and PowerBook G3 laptop for professionals, and the iMac desktop and iBook laptop for consumers. Jobs said the small product line allowed for a greater focus on quality and innovation.[91]\n
Around then, Apple also completed numerous acquisitions to create a portfolio of digital media production software for both professionals and consumers. Apple acquired Macromedia's Key Grip digital video editing software project which was launched as Final Cut Pro in April 1999.[92] Key Grip's development also led to Apple's release of the consumer video-editing product iMovie in October 1999.[93] Apple acquired the German company Astarte in April 2000, which had developed the DVD authoring software DVDirector, which Apple repackaged as the professional-oriented DVD Studio Pro, and reused its technology to create iDVD for the consumer market.[93] In 2000, Apple purchased the SoundJam MP audio player software from Casady & Greene. Apple renamed the program iTunes, and simplified the user interface and added CD burning.[94]\n
In 2001, Apple changed course with three announcements.\n
First, on March 24, 2001, Apple announced the release of a new modern operating system, Mac OS X. This was after numerous failed attempts in the early 1990s, and several years of development. Mac OS X is based on NeXTSTEP, OPENSTEP, and BSD Unix, to combine the stability, reliability, and security of Unix with the ease of use of an overhauled user interface. To aid migration from Mac OS 9, the new operating system ran legacy applications within Mac OS X via the Classic Environment.[95]\n
In May 2001, the first two Apple Store retail locations opened in Virginia and California,[96][97] offering an improved presentation of the company's products.[98] At the time, many speculated that the stores would fail,[99] but they became highly successful, and the first of more than 500 stores around the world.[100]\n
On October 23, 2001, the iPod portable digital audio player debuted. The product was first sold on November 10, 2001, and was phenomenally successful with over 100 million units sold within six years.[101]\n
In 2003, the iTunes Store was introduced with music downloads for 99\u00a2 a song and iPod integration. It quickly became the market leader in online music services, with over five billion downloads by June 19, 2008.[102] Two years later, the iTunes Store was the world's largest music retailer.[103]\n
In 2002, Apple purchased Nothing Real for its advanced digital compositing application Shake,[104] and Emagic for the music productivity application Logic. The purchase of Emagic made Apple the first computer manufacturer to own a music software company. The acquisition was followed by the development of Apple's consumer-level GarageBand application.[105] The release of iPhoto that year completed the iLife suite.[106]\n
\nThe MacBook Pro is Apple's first laptop with an Intel microprocessor, introduced in 2006.\n
At the Worldwide Developers Conference keynote address on June 6, 2005, Jobs announced that Apple would move away from PowerPC processors, and the Mac would transition to Intel processors in 2006.[107] On January 10, 2006, the new MacBook Pro and iMac became the first Apple computers to use Intel's Core Duo CPU. By August 7, 2006, Apple made the transition to Intel chips for the entire Mac product line\u2014over one year sooner than announced.[107] The Power Mac, iBook, and PowerBook brands were retired during the transition; the Mac Pro, MacBook, and MacBook Pro became their respective successors.[108] On April 29, 2009, The Wall Street Journal reported that Apple was building its own team of engineers to design microchips.[109] Apple also introduced Boot Camp in 2006 to help users install Windows XP or Windows Vista on their Intel Macs alongside Mac OS X.[110]\n
Apple's success during this period was evident in its stock price. Between early 2003 and 2006, the price of Apple's stock increased more than tenfold, from around $6 per share (split-adjusted) to over $80.[111] When Apple surpassed Dell's market cap in January 2006,[112] Jobs sent an email to Apple employees saying Dell's CEO Michael Dell should eat his words.[113] Nine years prior, Dell had said that if he ran Apple he would \"shut it down and give the money back to the shareholders\".[114]\n
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2007\u20132011: Success with mobile devices
\nThe newly announced iPhone was on display at the 2007 MacWorld Expo.\n
During his keynote speech at the Macworld Expo on January 9, 2007, Jobs announced the renaming of Apple Computer, Inc. to Apple Inc., because the company had shifted its emphasis from computers to consumer electronics.[115] This event also saw the announcement of the iPhone[116] and the Apple TV.[117] The company sold 270,000 iPhone units during the first 30 hours of sales,[118] and the device was called \"a game changer for the industry\".[119]\n
In an article posted on Apple's website on February 6, 2007, Jobs wrote that Apple would be willing to sell music on the iTunes Store without digital rights management, thereby allowing tracks to be played on third-party players if record labels would agree to drop the technology.[120] On April 2, 2007, Apple and EMI jointly announced the removal of DRM technology from EMI's catalog in the iTunes Store, effective in May 2007.[121] Other record labels eventually followed suit and Apple published a press release in January 2009 to announce that all songs on the iTunes Store are available without their FairPlay DRM.[122]\n
In July 2008, Apple launched the App Store to sell third-party applications for the iPhone and iPod Touch.[123] Within a month, the store sold 60 million applications and registered an average daily revenue of $1 million, with Jobs speculating in August 2008 that the App Store could become a billion-dollar business for Apple.[124] By October 2008, Apple was the third-largest mobile handset supplier in the world due to the popularity of the iPhone.[125]\n
On January 14, 2009, Jobs announced in an internal memo that he would be taking a six-month medical leave of absence from Apple until the end of June 2009 and would spend the time focusing on his health. In the email, Jobs stated that \"the curiosity over my personal health continues to be a distraction not only for me and my family, but everyone else at Apple as well\", and explained that the break would allow the company \"to focus on delivering extraordinary products\".[126] Though Jobs was absent, Apple recorded its best non-holiday quarter (Q1 FY 2009) during the recession with revenue of $8.16 billion and profit of $1.21 billion.[127]\n
After years of speculation and multiple rumored \"leaks\", Apple unveiled a large screen, tablet-like media device known as the iPad on January 27, 2010. The iPad ran the same touch-based operating system as the iPhone, and all iPhone apps were compatible with the iPad. This gave the iPad a large app catalog on launch, though having very little development time before the release. Later that year on April 3, 2010, the iPad was launched in the U.S. It sold more than 300,000 units on its first day, and 500,000 by the end of the first week.[128] In May 2010, Apple's market cap exceeded that of competitor Microsoft for the first time since 1989.[129]\n
In June 2010, Apple released the iPhone 4,[130] which introduced video calling using FaceTime, multitasking, and a new design with an exposed stainless steel frame as the phone's antenna system. Later that year, Apple again refreshed the iPod line by introducing a multi-touchiPod Nano, an iPod Touch with FaceTime, and an iPod Shuffle that brought back the clickwheel buttons of earlier generations.[131] It also introduced the smaller, cheaper second generation Apple TV which allowed renting of movies and shows.[132]\n
On January 17, 2011, Jobs announced in an internal Apple memo that he would take another medical leave of absence for an indefinite period to allow him to focus on his health. Chief operating officer Tim Cook assumed Jobs's day-to-day operations at Apple, although Jobs would still remain \"involved in major strategic decisions\".[133] Apple became the most valuable consumer-facing brand in the world.[134] In June 2011, Jobs surprisingly took the stage and unveiled iCloud, an online storage and syncing service for music, photos, files, and software which replaced MobileMe, Apple's previous attempt at content syncing.[135] This would be the last product launch Jobs would attend before his death.\n
On August 24, 2011, Jobs resigned his position as CEO of Apple.[136] He was replaced by Cook and Jobs became Apple's chairman. Apple did not have a chairman at the time[137] and instead had two co-lead directors, Andrea Jung and Arthur D. Levinson,[138] who continued with those titles until Levinson replaced Jobs as chairman of the board in November after Jobs's death.[139]\n
\n
2011\u2013present: Post-Jobs era, Tim Cook
\n
On October 5, 2011, Steve Jobs died, marking the end of an era for Apple.[140] The next major product announcement by Apple was on January 19, 2012, when Apple's Phil Schiller introduced iBook's Textbooks for iOS and iBook Author for Mac OS X in New York City.[141] Jobs stated in the biography \"Steve Jobs\" that he wanted to reinvent the textbook industry and education.[142]\n
From 2011 to 2012, Apple released the iPhone 4S[143] and iPhone 5,[144] which featured improved cameras, an intelligent software assistant named Siri, and cloud-synced data with iCloud; the third- and fourth-generation iPads, which featured Retina displays;[145][146] and the iPad Mini, which featured a 7.9-inch screen in contrast to the iPad's 9.7-inch screen.[147] These launches were successful, with the iPhone 5 (released September 21, 2012) becoming Apple's biggest iPhone launch with over two million pre-orders[148] and sales of three million iPads in three days following the launch of the iPad Mini and fourth-generation iPad (released November 3, 2012).[149] Apple also released a third-generation 13-inch MacBook Pro with a Retina display and new iMac and Mac Mini computers.[146][147][150]\n
On August 20, 2012, Apple's rising stock price increased the company's market capitalization to a then-record $624 billion. This beat the non-inflation-adjusted record for market capitalization previously set by Microsoft in 1999.[151] On August 24, 2012, a US jury ruled that Samsung should pay Apple $1.05 billion (\u00a3665m) in damages in an intellectual property lawsuit.[152] Samsung appealed the damages award, which was reduced by $450 million[153] and further granted Samsung's request for a new trial.[153] On November 10, 2012, Apple confirmed a global settlement that dismissed all existing lawsuits between Apple and HTC up to that date, in favor of a ten-year license agreement for current and future patents between the two companies.[154] It is predicted that Apple will make $280 million per year from this deal with HTC.[155]\n
In May 2014, Apple confirmed its intent to acquire Dr. Dre and Jimmy Iovine's audio company Beats Electronics\u2014producer of the \"Beats by Dr. Dre\" line of headphones and speaker products, and operator of the music streaming service Beats Music\u2014for $3 billion, and to sell their products through Apple's retail outlets and resellers. Iovine believed that Beats had always \"belonged\" with Apple, as the company modeled itself after Apple's \"unmatched ability to marry culture and technology.\" The acquisition was the largest purchase in Apple's history.[156]\n
During a press event on September 9, 2014, Apple introduced a smartwatch called the Apple Watch.[157] Initially, Apple marketed the device as a fashion accessory[158] and a complement to the iPhone, that would allow people to look at their smartphones less.[159] Over time, the company has focused on developing health and fitness-oriented features on the watch, in an effort to compete with dedicated activity trackers.\n
In January 2016, Apple announced that over one billion Apple devices were in active use worldwide.[160]\n
On June 6, 2016, Fortune released Fortune 500, its list of companies ranked on revenue generation. In the trailing fiscal year of 2015, Apple was listed as the top tech company.[161] It ranked third, overall, with $233 billion in revenue.[161] This represents a movement upward of two spots from the previous year's list.[161]\n
In June 2017, Apple announced the HomePod, its smart speaker aimed to compete against Sonos, Google Home, and Amazon Echo.[162] Toward the end of the year, TechCrunch reported that Apple was acquiring Shazam, a company that introduced its products at WWDC and specializing in music, TV, film and advertising recognition.[163] The acquisition was confirmed a few days later, reportedly costing Apple $400 million, with media reports that the purchase looked like a move to acquire data and tools bolstering the Apple Music streaming service.[164] The purchase was approved by the European Union in September 2018.[165]\n
During the Apple Special Event in September 2017, the AirPower wireless charger was announced alongside the iPhone X, iPhone 8, and Watch Series 3. The AirPower was intended to wirelessly charge multiple devices, simultaneously. Though initially set to release in early 2018, the AirPower would be canceled in March 2019, marking the first cancellation of a device under Cook's leadership.[169]\n
On August 19, 2020, Apple's share price briefly topped $467.77, making it the first US company with a market capitalization of $2 trillion.[170]\n
During its annual WWDC keynote speech on June 22, 2020, Apple announced it would move away from Intel processors, and the Mac would transition to processors developed in-house.[171] The announcement was expected by industry analysts, and it has been noted that Macs featuring Apple's processors would allow for big increases in performance over current Intel-based models.[172] On November 10, 2020, the MacBook Air, MacBook Pro, and the Mac Mini became the first Mac devices powered by an Apple-designed processor, the Apple M1.[173]\n
In April 2022, it was reported that Samsung Electro-Mechanics would be collaborating with Apple on its M2 chip instead of LG Innotek.[174] Developer logs showed that at least nine Mac models with four different M2 chips were being tested.[175]\n
The Wall Street Journal reported that Apple's effort to develop its own chips left it better prepared to deal with the semiconductor shortage that emerged during the COVID-19 pandemic, which led to increased profitability, with sales of M1-based Mac computers rising sharply in 2020 and 2021. It also inspired other companies like Tesla, Amazon, and Meta Platforms to pursue a similar path.[176]\n
In April 2022, Apple opened an online store that allowed anyone in the US to view repair manuals and order replacement parts for specific recent iPhones, although the difference in cost between this method and official repair is anticipated to be minimal.[177]\n
In May 2022, a trademark was filed for RealityOS, an operating system reportedly intended for virtual and augmented reality headsets, first mentioned in 2017. According to Bloomberg, the headset may come out in 2023.[178] Further insider reports state that the device uses iris scanning for payment confirmation and signing into accounts.[179]\n
On July 7, 2022, Apple added Lockdown Mode to macOS 13 and iOS 16, as a response to the earlier Pegasus revelations; the mode increases security protections for high-risk users against targeted zero-day malware.[181]\n
Apple launched a buy now, pay later service called 'Apple Pay Later' for its Apple Wallet users in March 2023. The program allows its users to apply for loans between $50 and $1,000 to make online or in-app purchases and then repaying them through four installments spread over six weeks without any interest or fees.[182][183]\n
In November 2023, Apple agreed to a $25 million settlement in a U.S. Department of Justice case that alleged Apple was discriminating against U.S. citizens in hiring. Apple created jobs that were not listed online and required paper submission to apply for, while advertising these jobs to foreign workers as part of recruitment for PERM.[184]\n
In January 2024, Apple announced compliance with the European Union's competition law, with major changes to the App Store and other services, effective March 7. This enables iOS users in the 27-nation bloc to use alternative app stores, and alternative payment methods within apps. This adds a menu in Safari for downloading alternative browsers, such as Chrome or Firefox.[185]\n
Macintosh, commonly known as Mac, is Apple's line of personal computers that use the company's proprietary macOS operating system. Personal computers were Apple's original business line, but as of the end of 2023[update] they account for only about eight percent of the company's revenue.[1]\n
There are six Macintosh computer families in production:\n
\n
iMac: Consumer all-in-one desktop computer, introduced in 1998.
\n
Mac Mini: Consumer sub-desktop computer, introduced in 2005.
\n
MacBook Pro: Professional notebook, introduced in 2006.
\n
Mac Pro: Professional workstation, introduced in 2006.
\n
MacBook Air: Consumer ultra-thin notebook, introduced in 2008.
\n
Mac Studio: Professional small form-factor workstation, introduced in 2022.
\n
Often described as a walled garden, Macs use Apple silicon chips, run the macOS operating system, and include Apple software like the Safari web browser, iMovie for home movie editing, GarageBand for music creation, and the iWork productivity suite. Apple also sells pro apps: Final Cut Pro for video production, Logic Pro for musicians and producers, and Xcode for software developers.\n
The iPhone is Apple's line of smartphones, which run the iOS operating system. The first iPhone was unveiled by Steve Jobs on January 9, 2007. Since then, new models have been released every year. When it was introduced, its multi-touch screen was described as \"revolutionary\" and a \"game-changer\" for the mobile phone industry. The device has been credited with creating the app economy.\n
iOS is one of the two largest smartphone platforms in the world alongside Android. The iPhone has generated large profits for the company, and is credited with helping to make Apple one of the world's most valuable publicly traded companies.[186] As of the end of 2023[update], the iPhone accounts for more than half of the company's revenue.[1]\n
The iPad is Apple's line of tablets which run iPadOS. The first-generation iPad was announced on January 27, 2010. The iPad is mainly marketed for consuming multimedia, creating art, working on documents, videoconferencing, and playing games. The iPad lineup consists of several base iPad models, and the smaller iPad Mini, upgraded iPad Air, and high-end iPad Pro. Apple has consistently improved the iPad's performance, with the iPad Pro adopting the same M1 and M2 chips as the Mac; but the iPad still receives criticism for its limited OS.[187][188]\n
As of September 2020,[update] Apple has sold more than 500 million iPads, though sales peaked in 2013.[189] The iPad still remains the most popular tablet computer by sales as of the second quarter of 2020[update],[190] and accounted for seven percent of the company's revenue as of the end of 2023[update].[1]\n
Apple makes several other products that it categorizes as \"Wearables, Home and Accessories\".[191] These products include the AirPods line of wireless headphones, Apple TV digital media players, Apple Watch smartwatches, Beats headphones, HomePod smart speakers, and the Vision Pro mixed reality headset.\n
As of the end of 2023[update], this broad line of products comprises about ten percent of the company's revenues.[1]\n
As of the end of 2023[update], services comprise about 22% of the company's revenue.[1] In 2019, Apple announced it would be making a concerted effort to expand its service revenues.[192]\n
This section should include a better summary of, or be better summarized in Marketing of Apple Inc.. See Wikipedia:Summary style for information on how to incorporate it into this article's main text, or the main text of another article.(January 2023)
\n
Branding
\nThe first official logo of Apple Inc. was used from 1977 to 1998.[193]\n
According to Steve Jobs, the company's name was inspired by his visit to an apple farm while on a fruitarian diet. Jobs thought the name \"Apple\" was \"fun, spirited and not intimidating\".[194] Steve Jobs and Steve Wozniak were fans of the Beatles,[195] but Apple Inc. had name and logo trademark issues with Apple Corps Ltd., a multimedia company started by the Beatles in 1968. This resulted in a series of lawsuits and tension between the two companies. These issues ended when they settled their lawsuit in 2007.[196]\n
Apple's first logo, designed by Ron Wayne, depicts Sir Isaac Newton sitting under an apple tree. It was almost immediately replaced by Rob Janoff's \"rainbow Apple\", the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it.[197] On August 27, 1999,[198] Apple officially dropped the rainbow scheme and began to use monochromatic logos nearly identical in shape to the previous rainbow incarnation.[199]\n
Apple evangelists were actively engaged by the company at one time, but this was after the phenomenon had already been firmly established. Apple evangelistGuy Kawasaki has called the brand fanaticism \"something that was stumbled upon,\"[200] while Ive claimed in 2014 that \"people have an incredibly personal relationship\" with Apple's products.[89]\n
Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012.[201] On September 30, 2013, Apple surpassed Coca-Cola to become the world's most valuable brand in the Omnicom Group's \"Best Global Brands\" report.[202]Boston Consulting Group has ranked Apple as the world's most innovative brand every year as of 2005[update].[203]\n
As of January 2021,[update] 1.65 billion Apple products were in active use.[204][205] In February 2023, that number exceeded 2 billion devices.[206][207]\n
Apple's first slogan, \"Byte into an Apple\", was coined in the late 1970s.[208] From 1997 to 2002, the slogan \"Think different\" was used in advertising campaigns, and is still closely associated with Apple.[209] Apple also has slogans for specific product lines\u2014for example, \"iThink, therefore iMac\" was used in 1998 to promote the iMac,[210] and \"Say hello to iPhone\" has been used in iPhone advertisements.[211] \"Hello\" was also used to introduce the original Macintosh, Newton, iMac (\"hello (again)\"), and iPod.[212]\n
From the introduction of the Macintosh in 1984, with the 1984 Super Bowl advertisement to the more modern Get a Mac adverts, Apple has been recognized for its efforts toward effective advertising and marketing for its products. However, claims made by later campaigns were criticized,[213] particularly the 2005 Power Mac ads.[214] Apple's product advertisements gained significant attention as a result of their eye-popping graphics and catchy tunes.[215] Musicians who benefited from an improved profile as a result of their songs being included on Apple advertisements include Canadian singer Feist with the song \"1234\" and Yael Na\u00efm with the song \"New Soul\".[215]\n
The first Apple Stores were originally opened as two locations in May 2001 by then-CEO Steve Jobs,[96] after years of attempting but failing store-within-a-store concepts.[98] Seeing a need for improved retail presentation of the company's products, he began an effort in 1997 to revamp the retail program to get an improved relationship to consumers, and hired Ron Johnson in 2000.[98] Jobs relaunched Apple's online store in 1997,[216] and opened the first two physical stores in 2001.[96] The media initially speculated that Apple would fail,[99] but its stores were highly successful, bypassing the sales numbers of competing nearby stores and within three years reached US$1 billion in annual sales, becoming the fastest retailer in history to do so.[99]\n
Over the years, Apple has expanded the number of retail locations and its geographical coverage, with 499 stores across 22 countries worldwide as of December 2017[update].[100] Strong product sales have placed Apple among the top-tier retail stores, with sales over $16 billion globally in 2011.[217] Apple Stores underwent a period of significant redesign, beginning in May 2016. This redesign included physical changes to the Apple Stores, such as open spaces and re-branded rooms, and changes in function to facilitate interaction between consumers and professionals.[218]\n
Many Apple Stores are located inside shopping malls, but Apple has built several stand-alone \"flagship\" stores in high-profile locations.[98] It has been granted design patents and received architectural awards for its stores' designs and construction, specifically for its use of glass staircases and cubes.[219] The success of Apple Stores have had significant influence over other consumer electronics retailers, who have lost traffic, control and profits due to a perceived higher quality of service and products at Apple Stores.[220] Due to the popularity of the brand, Apple receives a large number of job applications, many of which come from young workers.[217] Although Apple Store employees receive above-average pay, are offered money toward education and health care, and receive product discounts,[217] there are limited or no paths of career advancement.[217]\n
\n
Market power
\n
On March 16, 2020, France fined Apple \u20ac1.1 billion for colluding with two wholesalers to stifle competition and keep prices high by handicapping independent resellers. The arrangement created aligned prices for Apple products such as iPads and personal computers for about half the French retail market. According to the French regulators, the abuses occurred between 2005 and 2017 but were first discovered after a complaint by an independent reseller, eBizcuss, in 2012.[221]\n
On August 13, 2020, Epic Games, the maker of the popular game Fortnite, sued both Apple and Google after Fortnite was removed from Apple's and Google's App stores. The lawsuits came after Apple and Google blocked the game after it introduced a direct payment system that bypassed the fees that Apple and Google had imposed.[222] In September 2020, Epic Games founded the Coalition for App Fairness together with thirteen other companies, which aims for better conditions for the inclusion of apps in the app stores.[223] Later, in December 2020, Facebook agreed to assist Epic in their legal game against Apple, planning to support the company by providing materials and documents to Epic. Facebook had, however, stated that the company would not participate directly with the lawsuit, although did commit to helping with the discovery of evidence relating to the trial of 2021. In the months prior to their agreement, Facebook had been dealing with feuds against Apple relating to the prices of paid apps and privacy rule changes.[224] Head of ad products for Facebook Dan Levy commented, saying that \"this is not really about privacy for them, this is about an attack on personalized ads and the consequences it's going to have on small-business owners,\" commenting on the full-page ads placed by Facebook in various newspapers in December 2020.[225]\n
Apple has publicly taken a pro-privacy stance, actively making privacy-conscious features and settings part of its conferences, promotional campaigns, and public image.[227] With its iOS 8 mobile operating system in 2014, the company started encrypting all contents of iOS devices through users' passcodes, making it impossible at the time for the company to provide customer data to law enforcement requests seeking such information.[228] With the popularity rise of cloud storage solutions, Apple began a technique in 2016 to do deep learning scans for facial data in photos on the user's local device and encrypting the content before uploading it to Apple's iCloud storage system.[229] It also introduced \"differential privacy\", a way to collect crowdsourced data from many users, while keeping individual users anonymous, in a system that Wired described as \"trying to learn as much as possible about a group while learning as little as possible about any individual in it\".[230] Users are explicitly asked if they want to participate, and can actively opt-in or opt-out.[231]\n
However, Apple has aided law enforcement in criminal investigations by providing iCloud backups of users' devices,[232] and the company's commitment to privacy has been questioned by its efforts to promote biometric authentication technology in its newer iPhone models, which do not have the same level of constitutional privacy as a passcode in the United States.[233]\n
With Apple's release of an update to iOS 14, Apple required all developers of iPhone, iPad, and iPod Touch applications to directly ask iPhone users permission to track them. The feature, called \"App Tracking Transparency\", received heavy criticism from Facebook, whose primary business model revolves around the tracking of users' data and sharing such data with advertisers so users can see more relevant ads, a technique commonly known as targeted advertising. After Facebook's measures, including purchasing full-page newspaper advertisements protesting App Tracking Transparency, Apple released the update in early 2021. A study by Verizon subsidiary Flurry Analytics reported only 4% of iOS users in the United States and 12% worldwide have opted into tracking.[234]\n
Prior to the release of iOS 15, Apple announced new efforts at combating child sexual abuse material on iOS and Mac platforms. Parents of minor iMessage users can now be alerted if their child sends or receives nude photographs. Additionally, on-device hashing would take place on media destined for upload to iCloud, and hashes would be compared to a list of known abusive images provided by law enforcement; if enough matches were found, Apple would be alerted and authorities informed. The new features received praise from law enforcement and victims rights advocates, however privacy advocates, including the Electronic Frontier Foundation, condemned the new features as invasive and highly prone to abuse by authoritarian governments.[235]\n
Ireland's Data Protection Commission launched a privacy investigation to examine whether Apple complied with the EU's GDPR law following an investigation into how the company processes personal data with targeted ads on its platform.[236]\n
In December 2019, security researcher Brian Krebs discovered that the iPhone 11 Pro would still show the arrow indicator \u2013signifying location services are being used\u2013 at the top of the screen while the main location services toggle is enabled, despite all individual location services being disabled. Krebs was unable to replicate this behavior on older models and when asking Apple for comment, he was told by Apple that \u201cIt is expected behavior that the Location Services icon appears in the status bar when Location Services is enabled. The icon appears for system services that do not have a switch in Settings.\"[237]\nApple later further clarified that this behavior was to ensure compliance with ultra-wideband regulations in specific countries, a technology Apple started implementing in iPhones starting with iPhone 11 Pro, and emphasized that \u201cthe management of ultra wideband compliance and its use of location data is done entirely on the device and Apple is not collecting user location data.\" Will Strafach, an executive at security firm Guardian Firewall, confirmed the lack of evidence that location data was sent off to a remote server. Apple promised to add a new toggle for this feature and in later iOS revisions Apple provided users with the option to tap on the location services indicator in Control Center to see which specific service is using the device's location. [238][239]\n
According to published reports by Bloomberg News on March 30, 2022, Apple turned over data such as phone numbers, physical addresses, and IP addresses to hackers posing as law enforcement officials using forged documents. The law enforcement requests sometimes included forged signatures of real or fictional officials. When asked about the allegations, an Apple representative referred the reporter to a section of the company policy for law enforcement guidelines, which stated, \"We review every data request for legal sufficiency and use advanced systems and processes to validate law enforcement requests and detect abuse.\"[240]\n
Apple is one of several highly successful companies founded in the 1970s that bucked the traditional notions of corporate culture. Jobs often walked around the office barefoot even after Apple became a Fortune 500 company. By the time of the \"1984\" television advertisement, Apple's informal culture had become a key trait that differentiated it from its competitors.[258] According to a 2011 report in Fortune, this has resulted in a corporate culture more akin to a startup rather than a multinational corporation.[259] In a 2017 interview, Wozniak credited watching Star Trek and attending Star Trek conventions in his youth as inspiration for co-founding Apple.[260]\n
As the company has grown and been led by a series of differently opinionated chief executives, it has arguably lost some of its original character. Nonetheless, it has maintained a reputation for fostering individuality and excellence that reliably attracts talented workers, particularly after Jobs returned. Numerous Apple employees have stated that projects without Jobs's involvement often took longer than others.[261]\n
At Apple, employees are intended to be specialists who are not exposed to functions outside their area of expertise.[needs update] Jobs saw this as a means of having \"best-in-class\" employees in every role. For instance, Ron Johnson\u2014Senior Vice President of Retail Operations until November 1, 2011\u2014was responsible for site selection, in-store service, and store layout, yet had no control of the inventory in his stores. This was done by Tim Cook, who had a background in supply-chain management.[269] Apple is known for strictly enforcing accountability. Each project has a \"directly responsible individual\" or \"DRI\" in Apple jargon.[259][270] As an example, when iOS senior vice president Scott Forstall refused to sign Apple's official apology for numerous errors in the redesigned Maps app, he was forced to resign.[271] Unlike other major U.S. companies, Apple provides a relatively simple compensation policy for executives that does not include perks enjoyed by other CEOs like country club fees or private use of company aircraft. The company typically grants stock options to executives every other year.[272]\n
In 2015, Apple had 110,000 full-time employees. This increased to 116,000 full-time employees the next year, a notable hiring decrease, largely due to its first revenue decline. Apple does not specify how many of its employees work in retail, though its 2014 SEC filing put the number at approximately half of its employee base.[273] In September 2017, Apple announced that it had over 123,000 full-time employees.[274]\n
In December 2017, Glassdoor said Apple was the 48th best place to work, having originally entered at rank 19 in 2009, peaking at rank 10 in 2012, and falling down the ranks in subsequent years.[276]\n
In 2023, Bloomberg's Mark Gurman revealed the existence of Apple's Exploratory Design Group (XDG), which was working to add glucose monitoring to the Apple Watch. Gurman compared XDG to Alphabet's X \"moonshot factory\".[277]\n
\nApple Park is the main headquarters in Cupertino.\n
Apple Inc.'s world corporate headquarters are located in Cupertino, in the middle of California's Silicon Valley, at Apple Park, a massive circular groundscraper building with a circumference of one mile (1.6 km). The building opened in April 2017 and houses more than 12,000 employees. Apple co-founder Steve Jobs wanted Apple Park to look less like a business park and more like a nature refuge, and personally appeared before the Cupertino City Council in June 2011 to make the proposal, in his final public appearance before his death.\n
\nThe original Apple Campus has the street address 1 Infinite Loop, Sunnyvale, California.\n
Apple also operates from the Apple Campus (also known by its address, 1 Infinite Loop), a grouping of six buildings in Cupertino that total 850,000 square feet (79,000 m2) located about 1 mile (1.6 km) to the west of Apple Park.[278] The Apple Campus was the company's headquarters from its opening in 1993, until the opening of Apple Park in 2017. The buildings, located at 1\u20136 Infinite Loop, are arranged in a circular pattern around a central green space, in a design that has been compared to that of a university.\n
In addition to Apple Park and the Apple Campus, Apple occupies an additional thirty office buildings scattered throughout the city of Cupertino, including three buildings as prior headquarters: Stephens Creek Three from 1977 to 1978, Bandley One from 1978 to 1982, and Mariani One from 1982 to 1993.[279] In total, Apple occupies almost 40% of the available office space in the city.[280]\n
Apple's headquarters for Europe, the Middle East and Africa (EMEA) are located in Cork in the south of Ireland, called the Hollyhill campus.[281] The facility, which opened in 1980, houses 5,500 people and was Apple's first location outside of the United States.[282] Apple's international sales and distribution arms operate out of the campus in Cork.[283]\n
Apple has two campuses near Austin, Texas: a 216,000-square-foot (20,100 m2) campus opened in 2014 houses 500 engineers who work on Apple silicon[284] and a 1.1-million-square-foot (100,000 m2) campus opened in 2021 where 6,000 people work in technical support, supply chain management, online store curation, and Apple Maps data management.\n
The company also has several other locations in Boulder, Colorado, Culver City, California, Herzliya (Israel), London, New York, Pittsburgh, San Diego, and Seattle that each employ hundreds of people.[285]\n
Apple has been a participant in various legal proceedings and claims since it began operation.[286] In particular, Apple is known for and promotes itself as actively and aggressively enforcing its intellectual property interests. Some litigation examples include Apple v. Samsung, Apple v. Microsoft, Motorola Mobility v. Apple Inc., and Apple Corps v. Apple Computer. Apple has also had to defend itself against charges on numerous occasions of violating intellectual property rights. Most have been dismissed in the courts as shell companies known as patent trolls, with no evidence of actual use of patents in question.[287] On December 21, 2016, Nokia announced that in the U.S. and Germany, it has filed a suit against Apple, claiming that the latter's products infringe on Nokia's patents.[288] Most recently, in November 2017, the United States International Trade Commission announced an investigation into allegations of patent infringement in regards to Apple's remote desktop technology; Aqua Connect, a company that builds remote desktop software, has claimed that Apple infringed on two of its patents.[289] In January 2022, Ericsson sued Apple over payment of royalty of 5G technology.[290]\n
In its fiscal year ending in September 2011, Apple Inc. reported a total of $108 billion in annual revenues\u2014a significant increase from its 2010 revenues of $65 billion\u2014and nearly $82 billion in cash reserves.[293] On March 19, 2012, Apple announced plans for a $2.65-per-share dividend beginning in fourth quarter of 2012, per approval by their board of directors.[294]\n
The company's worldwide annual revenue in 2013 totaled $170 billion.[295] In May 2013, Apple entered the top ten of the Fortune 500 list of companies for the first time, rising 11 places above its 2012 ranking to take the sixth position.[296] As of 2016[update], Apple has around US$234 billion of cash and marketable securities, of which 90% is located outside the United States for tax purposes.[297]\n
Apple amassed 65% of all profits made by the eight largest worldwide smartphone manufacturers in quarter one of 2014, according to a report by Canaccord Genuity. In the first quarter of 2015, the company garnered 92% of all earnings.[298]\n
On April 30, 2017, The Wall Street Journal reported that Apple had cash reserves of $250 billion,[299] officially confirmed by Apple as specifically $256.8 billion a few days later.[300]\n
In July 2022, Apple reported an 11% decline in Q3 profits compared to 2021. Its revenue in the same period rose 2% year-on-year to $83 billion, though this figure was also lower than in 2021, where the increase was at 36%. The general downturn is reportedly caused by the slowing global economy and supply chain disruptions in China.[304]\n
In May 2023, Apple reported a decline in its sales for the first quarter of 2023. Compared to that of 2022, revenue for 2023 fell by 3%. This is Apple's second consecutive quarter of sales decline. This fall is attributed to the slowing economy and consumers putting off purchases of iPads and computers due to increased pricing. However, iPhone sales held up with a year-on-year increase of 1.5%. According to Apple, demands for such devices were strong, particularly in Latin America and South Asia.[305]\n
\n
Taxes
\n
Apple has created subsidiaries in low-tax places such as Ireland, the Netherlands, Luxembourg, and the British Virgin Islands to cut the taxes it pays around the world. According to The New York Times, in the 1980s Apple was among the first tech companies to designate overseas salespeople in high-tax countries in a manner that allowed the company to sell on behalf of low-tax subsidiaries on other continents, sidestepping income taxes. In the late 1980s, Apple was a pioneer of an accounting technique known as the \"Double Irish with a Dutch sandwich\", which reduces taxes by routing profits through Irish subsidiaries and the Netherlands and then to the Caribbean.[306][307]\n
British Conservative Party Member of Parliament Charlie Elphicke published research on October 30, 2012,[308] which showed that some multinational companies, including Apple Inc., were making billions of pounds of profit in the UK, but were paying an effective tax rate to the UK Treasury of only 3 percent, well below standard corporate tax rates. He followed this research by calling on the Chancellor of the ExchequerGeorge Osborne to force these multinationals, which also included Google and The Coca-Cola Company, to state the effective rate of tax they pay on their UK revenues. Elphicke also said that government contracts should be withheld from multinationals who do not pay their fair share of UK tax.[309]\n
According to a US Senate report on the company's offshore tax structure concluded in May 2013, Apple has held billions of dollars in profits in Irish subsidiaries to pay little or no taxes to any government by using an unusual global tax structure.[310] The main subsidiary, a holding company that includes Apple's retail stores throughout Europe, has not paid any corporate income tax in the last five years. \"Apple has exploited a difference between Irish and U.S. tax residency rules\", the report said.[311]\n
On May 21, 2013, Apple CEO Tim Cook defended his company's tax tactics at a Senate hearing.[312]\n
Apple says that it is the single largest taxpayer in the U.S., with an effective tax rate of approximately of 26% as of Q2 FY2016.[313] In an interview with the German newspaper FAZ in October 2017, Tim Cook stated that Apple was the biggest taxpayer worldwide.[314]\n
In 2016, after a two-year investigation, the European Commission claimed that Apple's use of a hybrid Double Irish tax arrangement constituted \"illegal state aid\" from Ireland, and ordered Apple to pay 13 billion euros ($14.5 billion) in unpaid taxes, the largest corporate tax fine in history. This was later annulled, after the European General Court ruled that the Commission had provided insufficient evidence.[315][316] In 2018, Apple repatriated $285 billion to America, resulting in a $38 billion tax payment spread over the following eight years.[317]\n
Apple is a partner of Product Red, a fundraising campaign for AIDS charity. In November 2014, Apple arranged for all App Store revenue in a two-week period to go to the fundraiser,[318] generating more than US$20 million,[319] and in March 2017, it released an iPhone 7 with a red color finish.[320]\n
Apple contributes financially to fundraisers in times of natural disasters. In November 2012, it donated $2.5 million to the American Red Cross to aid relief efforts after Hurricane Sandy,[321] and in 2017 it donated $5 million to relief efforts for both Hurricane Irma and Hurricane Harvey,[322] and for the 2017 Central Mexico earthquake.[323] The company has used its iTunes platform to encourage donations in the wake of environmental disasters and humanitarian crises, such as the 2010 Haiti earthquake,[324] the 2011 Japan earthquake,[325]Typhoon Haiyan in the Philippines in November 2013,[326] and the 2015 European migrant crisis.[327] Apple emphasizes that it does not incur any processing or other fees for iTunes donations, sending 100% of the payments directly to relief efforts, though it also acknowledges that the Red Cross does not receive any personal information on the users donating and that the payments may not be tax deductible.[328]\n
On April 14, 2016, Apple and the World Wide Fund for Nature (WWF) announced that they have engaged in a partnership to, \"help protect life on our planet.\" Apple released a special page in the iTunes App Store, Apps for Earth. In the arrangement, Apple has committed that through April 24, WWF will receive 100% of the proceeds from the applications participating in the App Store via both the purchases of any paid apps and the In-App Purchases. Apple and WWF's Apps for Earth campaign raised more than $8 million in total proceeds to support WWF's conservation work. WWF announced the results at WWDC 2016 in San Francisco.[329]\n
During the COVID-19 pandemic, Apple's CEO Cook announced that the company will be donating \"millions\" of masks to health workers in the United States and Europe.[330]\n
On January 13, 2021, Apple announced a $100 million Racial Equity and Justice Initiative to help combat institutional racism worldwide after the 2020 murder of George Floyd.[331][332][333] In June 2023, Apple announced doubling this and then distributed more than $200 million to support organizations focused on education, economic growth, and criminal justice. Half is philanthropic grants and half is centered on equity.[331]\n
This section should include a better summary of, or be better summarized in Environmental impact of Apple. See Wikipedia:Summary style for information on how to incorporate it into this article's main text, or the main text of another article.(January 2023)
\n
Apple Energy
\n
Apple Energy, LLC is a wholly-owned subsidiary of Apple Inc. that sells solar energy. As of June 6, 2016[update], Apple's solar farms in California and Nevada have been declared to provide 217.9 megawatts of solar generation capacity.[334] Apple has received regulatory approval to construct a landfill gas energy plant in North Carolina to use the methane emissions to generate electricity.[335] Apple's North Carolina data center is already powered entirely by renewable sources.[336]\n
\n
Energy and resources
\n
In 2010, Climate Counts, a nonprofit organization dedicated to directing consumers toward the greenest companies, gave Apple a score of 52 points out of a possible 100, which puts Apple in their top category \"Striding\".[337] This was an increase from May 2008, when Climate Counts only gave Apple 11 points out of 100, which placed the company last among electronics companies, at which time Climate Counts also labeled Apple with a \"stuck icon\", adding that Apple at the time was \"a choice to avoid for the climate-conscious consumer\".[338]\n
Following a Greenpeace protest, Apple released a statement on April 17, 2012, committing to ending its use of coal and shifting to 100% renewable clean energy.[339][340] By 2013, Apple was using 100% renewable energy to power their data centers. Overall, 75% of the company's power came from clean renewable sources.[341]\n
In May 2015, Greenpeace evaluated the state of the Green Internet and commended Apple on their environmental practices saying, \"Apple's commitment to renewable energy has helped set a new bar for the industry, illustrating in very concrete terms that a 100% renewable Internet is within its reach, and providing several models of intervention for other companies that want to build a sustainable Internet.\"[342]\n
As of 2016[update], Apple states that 100% of its U.S. operations run on renewable energy, 100% of Apple's data centers run on renewable energy and 93% of Apple's global operations run on renewable energy.[343] However, the facilities are connected to the local grid which usually contains a mix of fossil and renewable sources, so Apple carbon offsets its electricity use.[344] The Electronic Product Environmental Assessment Tool (EPEAT) allows consumers to see the effect a product has on the environment. Each product receives a Gold, Silver, or Bronze rank depending on its efficiency and sustainability. Every Apple tablet, notebook, desktop computer, and display that EPEAT ranks achieves a Gold rating, the highest possible. Although Apple's data centers recycle water 35 times,[345] the increased activity in retail, corporate and data centers also increase the amount of water use to 573 million US gal (2.2 million m3) in 2015.[346]\n
During an event on March 21, 2016, Apple provided a status update on its environmental initiative to be 100% renewable in all of its worldwide operations. Lisa P. Jackson, Apple's vice president of Environment, Policy and Social Initiatives who reports directly to CEO, Tim Cook, announced that as of March 2016[update], 93% of Apple's worldwide operations are powered with renewable energy. Also featured was the company's efforts to use sustainable paper in their product packaging; 99% of all paper used by Apple in the product packaging comes from post-consumerrecycled paper or sustainably managed forests, as the company continues its move to all paper packaging for all of its products.[347] Apple working in partnership with Conservation Fund, have preserved 36,000 acres of working forests in Maine and North Carolina. Another partnership announced is with the World Wildlife Fund to preserve up to 1,000,000 acres (4,000 km2) of forests in China. Featured was the company's installation of a 40 MWsolar power plant in the Sichuan province of China that was tailor-made to coexist with the indigenous yaks that eat hay produced on the land, by raising the panels to be several feet off of the ground so the yaks and their feed would be unharmed grazing beneath the array. This installation alone compensates for more than all of the energy used in Apple's Stores and Offices in the whole of China, negating the company's energy carbon footprint in the country. In Singapore, Apple has worked with the Singaporean government to cover the rooftops of 800 buildings in the city-state with solar panels allowing Apple's Singapore operations to be run on 100% renewable energy. Liam was introduced to the world, an advanced robotic disassembler and sorter designed by Apple Engineers in California specifically for recycling outdated or broken iPhones. Reuses and recycles parts from traded in products.[348]\n
Apple announced on August 16, 2016, that Lens Technology, one of its major suppliers in China, has committed to power all its glass production for Apple with 100 percent renewable energy by 2018. The commitment is a large step in Apple's efforts to help manufacturers lower their carbon footprint in China.[349] Apple also announced that all 14 of its final assembly sites in China are now compliant with UL's Zero Waste to Landfill validation. The standard, which started in January 2015, certifies that all manufacturing waste is reused, recycled, composted, or converted into energy (when necessary). Since the program began, nearly 140,000 metric tons of waste have been diverted from landfills.[350]\n
On July 21, 2020, Apple announced its plan to become carbon neutral across its entire business, manufacturing supply chain, and product life cycle by 2030. In the next 10 years, Apple will try to lower emissions with a series of innovative actions, including: low carbon product design, expanding energy efficiency, renewable energy, process and material innovations, and carbon removal.[351]\n
In April 2021, Apple said that it had started a $200 million fund in order to combat climate change by removing 1 million metric tons of carbon dioxide from the atmosphere each year.[352]\n
In February 2022, the NewClimate Institute, a German environmental policy think tank, published a survey evaluating the transparency and progress of the climate strategies and carbon neutrality pledges announced by 25 major companies in the United States that found that Apple's carbon neutrality pledge and climate strategy was unsubstantiated and misleading.[353][354]\n
In Russia, in 2022, the company's revenue amounted to 85 billion rubles.[7]\n
In 2023, Apple announced it was dropping leather from its product lines, citing the material's \"significant carbon footprint.\"[355] The move earned Apple a 2023 Company of the Year award from PETA.[356]\n
\n
Toxins
\n
Following further campaigns by Greenpeace,[357] in 2008, Apple became the first electronics manufacturer to eliminate all polyvinyl chloride (PVC) and brominated flame retardants (BFRs) in its complete product line.[358] In June 2007, Apple began replacing the cold cathode fluorescent lamp (CCFL) backlit LCD displays in its computers with mercury-free LED-backlit LCD displays and arsenic-free glass, starting with the upgraded MacBook Pro.[359][360][361][362] Apple offers comprehensive and transparent information about the CO2e, emissions, materials, and electrical usage concerning every product they currently produce or have sold in the past (and which they have enough data needed to produce the report), in their portfolio on their homepage. Allowing consumers to make informed purchasing decisions on the products they offer for sale.[363] In June 2009, Apple's iPhone 3GS was free of PVC, arsenic, and BFRs.[359][364] All Apple products now have mercury-free LED-backlit LCD displays, arsenic-free glass, and non-PVC cables. All Apple products have EPEAT Gold status and beat the latest Energy Star guidelines in each product's respective regulatory category.[359][365]\n
In November 2011, Apple was featured in Greenpeace's Guide to Greener Electronics, which ranks electronics manufacturers on sustainability, climate and energy policy, and how \"green\" their products are. The company ranked fourth of fifteen electronics companies (moving up five places from the previous year) with a score of 4.6/10.[366] Greenpeace praised Apple's sustainability, noting that the company exceeded its 70% global recycling goal in 2010. Apple continues to score well on product ratings, with all of their products now being free of PVC plastic and BFRs. However, the guide criticized Apple on the Energy criteria for not seeking external verification of its greenhouse gas emissions data, and for not setting any targets to reduce emissions.[367] In January 2012, Apple requested that its cable maker, Volex, begin producing halogen-freeUSB and power cables.[368]\n
\n
Green bonds
\n
In February 2016, Apple issued a $1.5 billiongreen bond (climate bond), the first ever of its kind by a U.S. tech company. The green bond proceeds are dedicated to the financing of environmental projects.[369]\n
This section should include a better summary of, or be better summarized in Apple supply chain. See Wikipedia:Summary style for information on how to incorporate it into this article's main text, or the main text of another article.(January 2023)
\n
Apple products were made in America in Apple-owned factories until the late 1990s; however, as a result of outsourcing initiatives in the 2000s, almost all of its manufacturing is now handled abroad. According to a report by The New York Times, Apple insiders \"believe the vast scale of overseas factories, as well as the flexibility, diligence and industrial skills of foreign workers, have so outpaced their American counterparts that 'Made in the USA' is no longer a viable option for most Apple products\".[370]\n
The company's manufacturing, procurement, and logistics enable it to execute massive product launches without having to maintain large, profit-sapping inventories. In 2011, Apple's profit margins were 40 percent, compared with between 10 and 20 percent for most other hardware companies. Cook's catchphrase to describe his focus on the company's operational arm is: \"Nobody wants to buy sour milk.\"[371][372]\n
In May 2017, the company announced a $1 billion funding project for \"advanced manufacturing\" in the United States,[373] and subsequently invested $200 million in Corning Inc., a manufacturer of toughened Gorilla Glass technology used in its iPhone devices.[374] The following December, Apple's chief operating officer, Jeff Williams, told CNBC that the \"$1 billion\" amount was \"absolutely not\" the final limit on its spending, elaborating that \"We're not thinking in terms of a fund limit... We're thinking about, where are the opportunities across the U.S. to help nurture companies that are making the advanced technology\u2014 and the advanced manufacturing that goes with that\u2014 that quite frankly is essential to our innovation.\"[375]\n
Taiwan Semiconductor Manufacturing Co., (TSMC) is a pure-play semiconductor manufacturing company. They make the majority of Apple's smartphone SoCs, with Samsung Semiconductor, playing a minority role.[380] Apple, alone accounted for over 25% of TSMC's total income in 2021.[381] Apple's Bionic lineup of smartphone SoCs, are currently made exclusively by TSMC[382] from the A11 bionic onward, previously manufacturing was shared with Samsung. The M series of Apple SoC for consumer computers and tablets is made by TSMC.[383]\n
During the Mac's early history Apple generally refused to adopt prevailing industry standards for hardware, instead creating their own.[384] This trend was largely reversed in the late 1990s, beginning with Apple's adoption of the PCI bus in the 7500/8500/9500Power Macs. Apple has since joined the industry standards groups to influence the future direction of technology standards such as USB, AGP, HyperTransport, Wi-Fi, NVMe, PCIe and others in its products. FireWire is an Apple-originated standard that was widely adopted across the industry after it was standardized as IEEE 1394 and is a legally mandated port in all Cable TV boxes in the United States.[385]\n
Apple has gradually expanded its efforts in getting its products into the Indian market. In July 2012, during a conference call with investors, CEO Tim Cook said that he \"[loves] India\", but that Apple saw larger opportunities outside the region.[386] India's requirement that 30% of products sold be manufactured in the country was described as \"really adds cost to getting product to market\".[387] In May 2016, Apple opened an iOS app development center in Bangalore and a maps development office for 4,000 staff in Hyderabad.[388] In March, The Wall Street Journal reported that Apple would begin manufacturing iPhone models in India \"over the next two months\",[389] and in May, the Journal wrote that an Apple manufacturer had begun production of iPhone SE in the country,[390] while Apple told CNBC that the manufacturing was for a \"small number\" of units.[391] In April 2019, Apple initiated manufacturing of iPhone 7 at its Bengaluru facility, keeping in mind demand from local customers even as they seek more incentives from the government of India.[392] At the beginning of 2020, Tim Cook announced that Apple schedules the opening of its first physical outlet in India for 2021, while an online store is to be launched by the end of the year.[393]\n
This section should include a better summary of, or be better summarized in Apple and unions. See Wikipedia:Summary style for information on how to incorporate it into this article's main text, or the main text of another article.(January 2023)
\n
In 2006, one complex of factories in Shenzhen, China that assembled the iPod and other items had over 200,000 workers living and working within it. Employees regularly worked more than 60 hours per week and made around $100 per month. A little over half of the workers' earnings was required to pay for rent and food from the company.[395][396]\n
Apple immediately launched an investigation after the 2006 media report, and worked with their manufacturers to ensure acceptable working conditions.[397] In 2007, Apple started yearly audits of all its suppliers regarding worker's rights, slowly raising standards and pruning suppliers that did not comply. Yearly progress reports have been published as of 2008[update].[398] In 2011, Apple admitted that its suppliers' child labor practices in China had worsened.[399]\n
The Foxconn suicides occurred between January and November 2010, when 18 Foxconn (Chinese: \u5bcc\u58eb\u5eb7) employees attempted suicide,[400] resulting in 14 deaths\u2014the company was the world's largest contract electronics manufacturer, for clients including Apple, at the time.[400][401][402] The suicides drew media attention, and employment practices at Foxconn were investigated by Apple.[403] Apple issued a public statement about the suicides, and company spokesperson Steven Dowling said:\n
\n
[Apple is] saddened and upset by the recent suicides at Foxconn ... A team from Apple is independently evaluating the steps they are taking to address these tragic events and we will continue our ongoing inspections of the facilities where our products are made.[404]
\n
The statement was released after the results from the company's probe into its suppliers' labor practices were published in early 2010. Foxconn was not specifically named in the report, but Apple identified a series of serious labor violations of labor laws, including Apple's own rules, and some child labor existed in a number of factories.[404] Apple committed to the implementation of changes following the suicides.[405]\n
Also in 2010, workers in China planned to sue iPhone contractors over poisoning by a cleaner used to clean LCD screens. One worker claimed that he and his coworkers had not been informed of possible occupational illnesses.[406] After a high suicide rate in a Foxconn facility in China making iPads and iPhones, albeit a lower rate than that of China as a whole,[407] workers were forced to sign a legally binding document guaranteeing that they would not kill themselves.[408] Workers in factories producing Apple products have also been exposed to hexane, a neurotoxin that is a cheaper alternative than alcohol for cleaning the products.[409]\n
A 2014 BBC investigation found excessive hours and other problems persisted, after Apple's promise to reform factory practice after the 2010 Foxconn suicides. The Pegatron factory was again the subject of review, as reporters gained access to the working conditions inside through recruitment as employees. The BBC maintained that the experiences of its reporters showed that labor violations were continuing as of 2010[update], but Apple publicly disagreed with the BBC and stated: \"We are aware of no other company doing as much as Apple to ensure fair and safe working conditions\".[405]\n
In December 2014, the Institute for Global Labour and Human Rights published a report which documented inhumane conditions for the 15,000 workers at a Zhen Ding Technology factory in Shenzhen, China, which serves as a major supplier of circuit boards for Apple's iPhone and iPad. According to the report, workers are pressured into 65-hour work weeks which leaves them so exhausted that they often sleep during lunch breaks. They are also made to reside in \"primitive, dark and filthy dorms\" where they sleep \"on plywood, with six to ten workers in each crowded room.\" Omnipresent security personnel also routinely harass and beat the workers.[410]\n
In 2019, there were reports stating that some of Foxconn's managers had used rejected parts to build iPhones and that Apple was investigating the issue.[411]\n
^Schlender, Brent; Tetzeli, Rick (2016). Becoming Steve Jobs: The Evolution of a Reckless Upstart into a Visionary Leader. Crown Business; Reprint edition. pp. 87\u201392. ISBN978-0-385-34742-6.; Linzmayer 2004, p. 156\n
^Swaine, Michael (2014). Fire in the Valley: The Birth and Death of the Personal Computer. Pragmatic Bookshelf. ISBN978-1-68050-352-4. pp. 359\u2013363\n
^\"Apple Company\". Operating System Documentation Project. December 10, 2007. Archived from the original on September 21, 2008. Retrieved August 18, 2008.\n
^Cardwell, Diane (August 23, 2016). \"Apple Becomes a Green Energy Supplier, With Itself as Customer\". The New York Times. Archived from the original on November 29, 2016. Retrieved December 30, 2016. clean power often does not flow directly to their facilities. They typically buy the renewable energy in amounts to match what they draw from the grid. They're actually getting power from their local utility, which may be coal; Cole, Nicki Lisa (August 5, 2015). \"Why Is Apple Lying About Powering Its Data Centers With Renewable Energy?\". Truthout. Archived from the original on June 30, 2016. Retrieved December 30, 2016. Apple buys renewable energy certificates to offset its reliance on Duke's dirty energy. ..purchasing offsets is not the same as actually powering something with renewable energy\n
Carlton, Jim (1998). Apple: The Inside Story of Intrigue, Egomania and Business Blunders (Revised ed.). Random House Business Books. ISBN978-0-88730-965-6. OCLC1068545200.
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"page_snippet": "Apple Inc., originally named Apple Computer, Inc., is a multinational corporation that creates and markets consumer electronics and attendant computer software, and is a digital distributor of media content. Apple's core product lines are the iPhone smartphone, iPad tablet computer, and the ...With the introduction of the successful iPod music player in 2001 and iTunes Music Store in 2003, Apple established itself as a leader in the consumer electronics and media sales industries, leading it to drop \"Computer\" from the company's name in 2007. The company is also known for its iOS range of smartphone, media player, and tablet computer products that began with the iPhone, followed by the iPod Touch and then iPad. The company is also known for its iOS range of smartphone, media player, and tablet computer products that began with the iPhone, followed by the iPod Touch and then iPad. As of June 30, 2015, Apple was the largest publicly traded corporation in the world by market capitalization, with an estimated value of US$1 trillion as of August 2, 2018. On December 12, 1980, Apple (ticker symbol \"AAPL\") went public selling 4.6 million shares at $22 per share ($.10 per share when adjusting for stock splits as of November 30, 2020), generating over $100 million, which was more capital than any IPO since Ford Motor Company in 1956. In January 1981, Apple held its first shareholders meeting as a public company in the Flint Center, a large auditorium at nearby De Anza College (which is often used for symphony concerts) to handle the larger numbers of shareholders post-IPO. The business of the meeting had been planned so that the voting could be staged in 15 minutes or less. In most cases, voting proxies are collected by mail and counted days or months before a meeting. In this case, after the IPO, many shares were in new hands. In return for the right to buy US$1,000,000 of pre-IPO stock, Xerox granted Apple Computer three days access to the PARC facilities. After visiting PARC, they came away with new ideas that would complete the foundation for Apple Computer's first GUI computer, the Apple Lisa.",
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