had name and logo trademark issues with Apple Corps Ltd., a multimedia company started by the Beatles in 1968.
Before VisiCalc, Apple had been a distant third place competitor to Commodore and Tandy. By the end of the 1970s, Apple had a staff of computer designers and a production line.
These issues ended with the settling of their lawsuit in 2007. === Advertising === Apple's first slogan, "Byte into an Apple", was coined in the late 1970s.
On March 24, 2020, in a memo, Senior Vice President of People and Retail Deirdre O’Brien announced that some of its retail stores are expected to reopen at the beginning of April. == Corporate affairs == === Corporate culture === Apple is one of several highly successful companies founded in the 1970s that bucked the traditional notions of corporate culture.
It is one of the most popular smartphone and tablet companies in the world. Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in April 1976 to develop and sell Wozniak's Apple I personal computer, though Wayne sold his share back to Jobs and Wozniak within 12 days.
Apple receives significant criticism regarding the labor practices of its contractors, its environmental practices, and business ethics, including anti-competitive behavior, and materials sourcing. == History == === 1976–1984: Founding and incorporation === Apple Computer Company was founded on April 1, 1976, by Steve Jobs, Steve Wozniak, and Ronald Wayne as a business partnership.
Wozniak debuted the first prototype at the Homebrew Computer Club in July 1976.
It was incorporated as Apple Computer, Inc., in January 1977, and sales of its computers, including the Apple II, grew quickly. Jobs and Wozniak hired a staff of computer designers and had a production line starting in Jobs' garage.
was incorporated on January 3, 1977, 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 Apple.
Between September 1977 and September 1980, yearly sales grew from $775,000 to $118 million, an average annual growth rate of 533%. The Apple II, also invented by Wozniak, was introduced on April 16, 1977, at the first West Coast Computer Faire.
In 1977, Rob Janoff created the iconic rainbow apple symbol that is still recognized today.
Steve Jobs argued that color was crucial for "humanizing the company" at that time. The only thing to change with the logo since 1977 has been the color.
While early Apple II models use ordinary cassette tapes as storage devices, they were superseded by the introduction of a -inch floppy disk drive and interface called the Disk II in 1978.
The Apple II was chosen to be the desktop platform for the first "killer application" of the business world: VisiCalc, a spreadsheet program released in 1979.
Jobs and several Apple employees, including [interface] expert Jef Raskin, visited Xerox PARC in December 1979 to see a demonstration of the Xerox Alto.
Apple went public in 1980 to instant financial success.
Between September 1977 and September 1980, yearly sales grew from $775,000 to $118 million, an average annual growth rate of 533%. The Apple II, also invented by Wozniak, was introduced on April 16, 1977, at the first West Coast Computer Faire.
The company introduced the Apple III in May 1980 in an attempt to compete with IBM in the business and corporate computing market.
At this time, a series of major product flops and missed deadlines sullied Apple's reputation, and Sculley was replaced as CEO by Michael Spindler. By the late 1980s, Apple was developing alternative platforms to System 6, such as A/UX and Pink.
The facility, which opened in 1980, is Apple's first location outside of the United States.
In 1982, however, he was pushed from the Lisa team due to infighting.
Over the next few years, Apple shipped new computers featuring innovative graphical user interfaces, such as the original Macintosh in 1984, and Apple's marketing advertisements for its products received widespread critical acclaim.
By the end of the day, 300 millionaires were created, from a stock price of $29 per share and a market cap of $1.778 billion. === 1984–1991: Success with Macintosh === In 1984, Apple launched the Macintosh, the first personal computer to be sold without a programming language.
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.
"Hello" was also used to introduce the original Macintosh, Newton, iMac ("hello (again)"), and iPod. 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 towards effective advertising and marketing for its products.
In 1984, BYTE stated that: Apple evangelists were actively engaged by the company at one time, but this was after the phenomenon had already been firmly established.
In 1985, Wozniak departed Apple amicably and remained an honorary employee, while Jobs resigned to found NeXT, taking some Apple co-workers with him. As the market for personal computers expanded and evolved through the 1990s, Apple lost considerable market share to the lower-priced duopoly of Microsoft Windows on Intel PC clones.
Jobs resigned from Apple in September 1985 and took a number of Apple employees with him to found NeXT Inc.
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".
Wozniak continues to represent the company at events or in interviews, receiving a stipend estimated to be $120,000 per year for this role. The outlook on Macintosh improved with the introduction of the LaserWriter, the first reasonably priced PostScript laser printer, and PageMaker, an early desktop publishing application released in July 1985.
Boston Consulting Group has ranked Apple as the world's most innovative brand every year since 2005. The New York Times in 1985 stated that "Apple above all else is a marketing company".
After numerous failed attempts to modernize Mac OS, first with the Pink project from 1988 and later with Copland from 1994, Apple in 1997 purchased NeXT for its NeXTSTEP operating system and to bring Steve Jobs back.
The Christmas season of 1989 is the first in the company's history to have declining sales, which led to a 20% drop in Apple's stock price.
The magazine MacAddict named the period between 1989 and 1991 as the "first golden age" of the Macintosh. Apple believed the Apple II series was too expensive to produce and took away sales from the low-end Macintosh.
In May of the same year, Apple's market cap exceeded that of competitor Microsoft for the first time since 1989. In June 2010, Apple released the iPhone 4, which introduced video calling, multitasking, and a new uninsulated stainless steel design that acted as the phone's antenna.
In 1985, Wozniak departed Apple amicably and remained an honorary employee, while Jobs resigned to found NeXT, taking some Apple co-workers with him. As the market for personal computers expanded and evolved through the 1990s, Apple lost considerable market share to the lower-priced duopoly of Microsoft Windows on Intel PC clones.
During this period, the relationship between Sculley and Gassée deteriorated, leading Sculley to effectively demote Gassée in January 1990 by appointing Michael Spindler as the chief operating officer.
In October 1990, Apple introduced three lower-cost models, the Macintosh Classic, Macintosh LC, and Macintosh IIsi, all of which saw significant sales due to pent-up demand. In 1991, Apple introduced the PowerBook, replacing the "luggable" Macintosh Portable with a design that set the current shape for almost all modern laptops.
In October 1990, Apple released the Macintosh LC, and began efforts to promote that computer by advising developer technical support staff to recommend developing applications for Macintosh rather than Apple II, and authorizing salespersons to direct consumers towards Macintosh and away from Apple II.
This led to significant market confusion, as customers did not understand the difference between models. Apple also experimented with a number of other unsuccessful consumer targeted products during the 1990s, including digital cameras, portable CD audio players, speakers, video consoles, the eWorld online service, and TV appliances.
By the 1990s, Apple was facing competition from OS/2 and UNIX vendors such as Sun Microsystems.
This trend was largely reversed in the late 1990s, beginning with Apple's adoption of the PCI bus in the 7500/8500/9500 Power Macs.
to help nurture companies that are making the advanced technology — and the advanced manufacturing that goes with that — that quite frankly is essential to our innovation". ==== Labor practices ==== The company advertised its products as being made in America until the late 1990s; however, as a result of outsourcing initiatives in the 2000s, almost all of its manufacturing is now handled abroad.
In October 1990, Apple introduced three lower-cost models, the Macintosh Classic, Macintosh LC, and Macintosh IIsi, all of which saw significant sales due to pent-up demand. In 1991, Apple introduced the PowerBook, replacing the "luggable" Macintosh Portable with a design that set the current shape for almost all modern laptops.
The magazine MacAddict named the period between 1989 and 1991 as the "first golden age" of the Macintosh. Apple believed the Apple II series was too expensive to produce and took away sales from the low-end Macintosh.
The Apple IIe was discontinued in 1993. === 1991–1997: Decline and restructuring === The success of Apple's lower-cost consumer models, especially the LC, also led to the cannibalization of their higher-priced machines.
The Apple IIe was discontinued in 1993. === 1991–1997: Decline and restructuring === The success of Apple's lower-cost consumer models, especially the LC, also led to the cannibalization of their higher-priced machines.
This Apple campus has six buildings that total and was built in 1993 by Sobrato Development Cos. Apple has a satellite campus in neighboring Sunnyvale, California, where it houses a testing and research laboratory.
System 6 and 7 would need to be replaced by a new platform or reworked to run on modern hardware. In 1994, Apple, IBM, and Motorola formed the AIM alliance with the goal of creating a new computing platform (the PowerPC Reference Platform; PReP), which would use IBM and Motorola hardware coupled with Apple software.
After numerous failed attempts to modernize Mac OS, first with the Pink project from 1988 and later with Copland from 1994, Apple in 1997 purchased NeXT for its NeXTSTEP operating system and to bring Steve Jobs back.
The same year, Apple introduced the Power Macintosh, the first of many Apple computers to use Motorola's PowerPC processor. In 1996, Spindler was replaced by Gil Amelio as CEO.
He led Apple to buy NeXT in 1997, solving a failed operating system strategy and bringing Jobs back. Jobs regained leadership status, becoming CEO in September 1997.
After numerous failed attempts to modernize Mac OS, first with the Pink project from 1988 and later with Copland from 1994, Apple in 1997 purchased NeXT for its NeXTSTEP operating system and to bring Steve Jobs back.
Apple was only weeks away from bankruptcy when Jobs returned. === 1997–2007: Return to profitability === The NeXT acquisition was finalized on February 9, 1997, bringing Jobs back to Apple as an advisor.
On July 9, 1997, Amelio was ousted by the board of directors after overseeing a three-year record-low stock price and crippling financial losses.
Jobs acted as the interim CEO and began restructuring the company's product line; it was during this period that he identified the design talent of Jonathan Ive, and the pair worked collaboratively to rebuild Apple's status. At the August 1997 Macworld Expo in Boston, Jobs announced that Apple would join Microsoft to release new versions of Microsoft Office for the Macintosh, and that Microsoft had made a $150 million investment in non-voting Apple stock.
On November 10, 1997, Apple introduced the Apple Store website, which was tied to a new build-to-order manufacturing strategy. On August 15, 1998, Apple introduced a new all-in-one computer reminiscent of the Macintosh 128K: the iMac.
From 1997 to 2002, the slogan "Think Different" was used in advertising campaigns, and is still closely associated with Apple.
John Sculley agreed, telling The Guardian newspaper in 1997 that "People talk about technology, but Apple was a marketing company.
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.
Jobs relaunched Apple's online store in 1997, and opened the first two physical stores in 2001.
On November 10, 1997, Apple introduced the Apple Store website, which was tied to a new build-to-order manufacturing strategy. On August 15, 1998, Apple introduced a new all-in-one computer reminiscent of the Macintosh 128K: the iMac.
The iMac featured modern technology and a unique design, and sold almost 800,000 units in its first five months. Around 1998 Apple completed numerous acquisitions to create a portfolio of digital production software for both professionals and consumers.
In July 2001, Apple acquired Spruce Technologies, a PC DVD authoring platform, to incorporate their technology into Apple's expanding portfolio of digital video projects. SoundJam MP, released by Casady & Greene in 1998, was renamed "iTunes" when Apple purchased it in 2000.
An Aqua-themed version of the monochrome logo was used from 1998 to 2003, and a glass-themed version was used from 2007 to 2013. Steve Jobs and Steve Wozniak were fans of the Beatles, but Apple Inc.
Apple also has slogans for specific product lines — for example, "iThink, therefore iMac" was used in 1998 to promote the iMac, and "Say hello to iPhone" has been used in iPhone advertisements.
In 1998, a monochromatic logo was implemented with the release of the first iMac.
The product, still unfinished at the time of the sale, was renamed "Final Cut Pro" when it was launched on the retail market in April 1999.
The development of Key Grip also led to Apple's release of the consumer video-editing product iMovie in October 1999.
This beat the non-inflation-adjusted record for market capitalization previously set by Microsoft in 1999.
Both Janoff and Apple deny any homage to Turing in the design of the logo. On August 27, 1999 (the year following the introduction of the iMac G3), Apple officially dropped the rainbow scheme and began to use monochromatic logos nearly identical in shape to the previous rainbow incarnation.
Next, Apple successfully acquired the German company Astarte, which had developed DVD authoring technology, as well as Astarte's corresponding products and engineering team in April 2000.
In July 2001, Apple acquired Spruce Technologies, a PC DVD authoring platform, to incorporate their technology into Apple's expanding portfolio of digital video projects. SoundJam MP, released by Casady & Greene in 1998, was renamed "iTunes" when Apple purchased it in 2000.
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.
to help nurture companies that are making the advanced technology — and the advanced manufacturing that goes with that — that quite frankly is essential to our innovation". ==== Labor practices ==== The company advertised its products as being made in America until the late 1990s; however, as a result of outsourcing initiatives in the 2000s, almost all of its manufacturing is now handled abroad.
Apple swiftly returned to profitability under the revitalizing "Think different" campaign, rebuilding Apple's status by launching the iMac and iPod, opening a retail chain of Apple Stores in 2001, and acquiring numerous companies to broaden the software portfolio.
In July 2001, Apple acquired Spruce Technologies, a PC DVD authoring platform, to incorporate their technology into Apple's expanding portfolio of digital video projects. SoundJam MP, released by Casady & Greene in 1998, was renamed "iTunes" when Apple purchased it in 2000.
The release of iPhoto in the same year completed the iLife suite. Mac OS X, based on NeXT's NeXTSTEP, OPENSTEP, and BSD Unix, was released on March 24, 2001, after several years of development.
To aid users in migrating from Mac OS 9, the new operating system allowed the use of OS 9 applications within Mac OS X via the Classic Environment. On May 19, 2001, Apple opened its first official eponymous retail stores in Virginia and California.
The product, which was first sold on November 10, 2001, was phenomenally successful with over 100 million units sold within six years.
Nine years prior, Dell had said that if he ran Apple he would "shut it down and give the money back to the shareholders". Since 2001, Apple's design team has progressively abandoned the use of translucent colored plastics first used in the iMac G3.
Jobs relaunched Apple's online store in 1997, and opened the first two physical stores in 2001.
Apple was not able to set up a meeting with Panic in time to be fully considered as the latter was in the middle of similar negotiations with AOL. In 2002, Apple purchased Nothing Real for their advanced digital compositing application Shake, as well as Emagic for the music productivity application Logic.
From 1997 to 2002, the slogan "Think Different" was used in advertising campaigns, and is still closely associated with Apple.
It was the marketing company of the decade." Research in 2002 by NetRatings indicate that the average Apple consumer was usually more affluent and better educated than other PC company consumers.
In 2003, Apple's iTunes Store was introduced.
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.
An Aqua-themed version of the monochrome logo was used from 1998 to 2003, and a glass-themed version was used from 2007 to 2013. Steve Jobs and Steve Wozniak were fans of the Beatles, but Apple Inc.
Two years later, the iTunes Store was the world's largest music retailer. ==== Intel transition and financial stability ==== At the Worldwide Developers Conference keynote address on June 6, 2005, Jobs announced that Apple would begin producing Intel-based Mac computers in 2006.
However, claims made by later campaigns were criticized, particularly the 2005 Power Mac ads.
Boston Consulting Group has ranked Apple as the world's most innovative brand every year since 2005. The New York Times in 1985 stated that "Apple above all else is a marketing company".
Two years later, the iTunes Store was the world's largest music retailer. ==== Intel transition and financial stability ==== At the Worldwide Developers Conference keynote address on June 6, 2005, Jobs announced that Apple would begin producing Intel-based Mac computers in 2006.
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—over one year sooner than announced.
Apple also introduced Boot Camp in 2006 to help users install Windows XP or Windows Vista on their Intel Macs alongside Mac OS X. 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.
When Apple surpassed Dell's market cap in January 2006, Jobs sent an email to Apple employees saying Dell's CEO Michael Dell should eat his words.
The opening of New York City's Apple Fifth Avenue store in 2006 was highly attended, and had visitors from Europe who flew in for the event.
AppleInsider claimed in March 2014 that Apple has a top-secret facility for development of the SG5 electric vehicle project codenamed "Titan" under the shell company name SixtyEight Research. In 2006, Apple announced its intention to build a second campus in Cupertino about east of the current campus and next to Interstate 280.
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 U.S.A." is no longer a viable option for most Apple products". In 2006, one complex of factories that assembled the iPod and other items had over 200,000 workers living and working within it.
A little over half of the workers' earnings was required to pay for rent and food from the company. Apple immediately launched an investigation after the 2006 media report, and worked with their manufacturers to ensure acceptable working conditions.
in 2007, reflecting a focus toward consumer electronics, and launched the iPhone to critical acclaim and financial success.
This design change began with the titanium-made PowerBook and was followed by the iBook's white polycarbonate structure and the flat-panel iMac. === 2007–2011: Success with mobile devices === During his keynote speech at the Macworld Expo on January 9, 2007, Jobs announced that Apple Computer, Inc.
Furthermore, by early 2007, 800,000 Final Cut Pro users were registered. 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 (DRM) , thereby allowing tracks to be played on third-party players, if record labels would agree to drop the technology.
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.
Apple has partnered with Nike to offer the Nike+iPod Sports Kit, enabling runners to synchronize and monitor their runs with iTunes and the Nike+ website. In late July 2017, Apple discontinued its iPod Nano and iPod Shuffle models, leaving only the iPod Touch available for purchase. === iPhone === At the Macworld Conference & Expo in January 2007, Steve Jobs introduced the long-anticipated iPhone, a convergence of an Internet-enabled smartphone and iPod.
The first-generation iPhone was released on June 29, 2007, for $499 (4 GB) and $599 (8 GB) with an AT&T contract.
They also introduced the Apple Watch SE on the 18th of the same month. === Apple TV === At the 2007 Macworld conference, Jobs demonstrated the Apple TV (Jobs accidentally referred to the device as "iTV", its codename, while on stage), a set-top video device intended to bridge the sale of content from iTunes with high-definition televisions.
On May 30, 2007, a 160 GB hard disk drive was released alongside the existing 40 GB model.
An Aqua-themed version of the monochrome logo was used from 1998 to 2003, and a glass-themed version was used from 2007 to 2013. Steve Jobs and Steve Wozniak were fans of the Beatles, but Apple Inc.
These issues ended with the settling of their lawsuit in 2007. === Advertising === Apple's first slogan, "Byte into an Apple", was coined in the late 1970s.
In 2007, Apple started yearly audits of all its suppliers regarding worker's rights, slowly raising standards and pruning suppliers that did not comply.
The iTunes Store quickly became the market leader in online music services, with over five billion downloads by June 19, 2008.
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. In July 2008, Apple launched the App Store to sell third-party applications for the iPhone and iPod Touch.
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.
By October 2008, Apple was the third-largest mobile handset supplier in the world due to the popularity of the iPhone. On December 16, 2008, Apple announced that 2009 would be the last year the corporation would attend the Macworld Expo, after more than 20 years of attendance, and that senior vice president of Worldwide Product Marketing Phil Schiller would deliver the 2009 keynote address in lieu of the expected Jobs.
On February 5, 2008, it was updated to have 16 GB of storage, in addition to the 8 GB and 4 GB models.
The iPhone features a touchscreen display, Bluetooth, and Wi-Fi (both "b" and "g"). A second version, the iPhone 3G, was released on July 11, 2008, with a reduced price of $199 for the 8 GB model and $299 for the 16 GB model.
A software update released on January 15, 2008, allowed media to be purchased directly from the Apple TV. In September 2009, Apple discontinued the original 40 GB Apple TV but continued to produce and sell the 160 GB Apple TV.
An internal memo leaked in 2015 suggested the company planned to discourage long lines and direct customers to purchase its products on its website. Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012.
Yearly progress reports have been published since 2008.
On April 29, 2009, The Wall Street Journal reported that Apple was building its own team of engineers to design microchips.
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. In July 2008, Apple launched the App Store to sell third-party applications for the iPhone and iPod Touch.
By October 2008, Apple was the third-largest mobile handset supplier in the world due to the popularity of the iPhone. On December 16, 2008, Apple announced that 2009 would be the last year the corporation would attend the Macworld Expo, after more than 20 years of attendance, and that senior vice president of Worldwide Product Marketing Phil Schiller would deliver the 2009 keynote address in lieu of the expected Jobs.
The official press release explained that Apple was "scaling back" on trade shows in general, including Macworld Tokyo and the Apple Expo in Paris, France, primarily because the enormous successes of the Apple Retail Stores and website had rendered trade shows a minor promotional channel. 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.
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. 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.
On April 24, 2009, the App Store surpassed one billion downloads.
On June 8, 2009, Apple announced the iPhone 3GS.
A software update released on January 15, 2008, allowed media to be purchased directly from the Apple TV. In September 2009, Apple discontinued the original 40 GB Apple TV but continued to produce and sell the 160 GB Apple TV.
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. 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.
Later that year on April 3, 2010, the iPad was launched in the US.
In May of the same year, Apple's market cap exceeded that of competitor Microsoft for the first time since 1989. In June 2010, Apple released the iPhone 4, which introduced video calling, multitasking, and a new uninsulated stainless steel design that acted as the phone's antenna.
It also introduced the smaller, cheaper second generation Apple TV which allowed renting of movies and shows. In October 2010, Apple shares hit an all-time high, eclipsing $300 (~$43 split adjusted).
It provided an incremental update to the device, including faster internal components, support for faster 3G speeds, video recording capability, and voice control. At the Worldwide Developers Conference (WWDC) on June 7, 2010, Apple announced the redesigned iPhone 4.
It features the Apple A5 processor and Siri voice assistant technology, the latter of which Apple had acquired in 2010 from SRI International Artificial Intelligence Center.
This generation of iPhone also controversially removed both the included headphones and power adapter from the box, citing environmental benefits. === iPad === On January 27, 2010, Apple introduced their much-anticipated media tablet, the iPad.
On September 1, 2010, Apple released a completely redesigned Apple TV running on an iOS variant and discontinued the older model, which ran on a Mac OS X variant.
In 2011, Apple admitted that its suppliers' child labor practices in China had worsened. The Foxconn suicides occurred between January and November 2010, when 18 Foxconn (Chinese: 富士康) employees attempted suicide, resulting in 14 deaths—the company was the world's largest contract electronics manufacturer, for clients including Apple, at the time.
Apple issued a public statement about the suicides, and company spokesperson Steven Dowling said: The statement was released after the results from the company's probe into its suppliers' labor practices were published in early 2010.
Apple committed to the implementation of changes following the suicides. Also in 2010, workers in China planned to sue iPhone contractors over poisoning by a cleaner used to clean LCD screens.
In August 2011, Jobs resigned as CEO due to health complications, and Tim Cook became the new CEO.
Later that month, Apple updated the MacBook Air laptop, iLife suite of applications, and unveiled Mac OS X Lion, the last version with the name Mac OS X. On January 6, 2011, the company opened its Mac App Store, a digital software distribution platform similar to the iOS App Store. 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.
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.
This would be the last product launch Jobs would attend before his death. Alongside peer entities such as Atari and Cisco Systems, Apple was featured in the documentary Something Ventured, which premiered in 2011 and explored the three-decade era that led to the establishment and dominance of Silicon Valley.
In July 2011, due to the American debt-ceiling crisis, Apple's financial reserves were briefly larger than those of the U.S.
Government. On August 24, 2011, Jobs resigned his position as CEO of Apple.
Levinson, who continued with those titles until Levinson replaced Jobs as chairman of the board in November after Jobs' death. ===2011–present: Post–Jobs era, Tim Cook's leadership=== On October 5, 2011, Steve Jobs died, marking the end of an era for Apple.
Jobs stated in the biography "Jobs" that he wanted to reinvent the textbook industry and education. From 2011 to 2012, Apple released the iPhone 4S and iPhone 5, 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; and the iPad Mini, which featured a 7.9-inch screen in contrast to the iPad's 9.7-inch screen.
Notably, Jobs declares a "Holy War with Google" for 2011 and schedules a "new campus" for 2015. In March 2013, Apple filed a patent for an augmented reality (AR) system that can identify objects in a live video stream and present information corresponding to these objects through a computer-generated information layer overlaid on top of the real-world image.
In June 2011, Apple overtook Nokia to become the world's biggest smartphone maker by volume.
On October 4, 2011, Apple unveiled the iPhone 4S, which was first released on October 14, 2011.
provider of 3G wireless access for the iPad. On March 2, 2011, Apple introduced the iPad 2 with a faster processor and a camera on the front and back.
The availability of the iPad 2 was initially limited as a result of a devastating earthquake and tsunami in Japan in March 2011. The third-generation iPad was released on March 7, 2012, and marketed as "the new iPad".
The Cupertino City Council approved the proposed "spaceship" design campus on October 15, 2013, after a 2011 presentation by Jobs detailing the architectural design of the new building and its environs.
Strong product sales have placed Apple among the top-tier retail stores, with sales over $16 billion globally in 2011. In May 2016, Angela Ahrendts, Apple's then Senior Vice President of Retail, unveiled a significantly redesigned Apple Store in Union Square, San Francisco, featuring large glass doors for the entry, open spaces, and re-branded rooms.
According to a 2011 report in Fortune, this has resulted in a corporate culture more akin to a startup rather than a multinational corporation.
For instance, Ron Johnson—Senior Vice President of Retail Operations until November 1, 2011—was responsible for site selection, in-store service, and store layout, yet had no control of the inventory in his stores.
In 2011, Apple's profit margins were 40 percent, compared with between 10 and 20 percent for most other hardware companies.
In 2011, Apple admitted that its suppliers' child labor practices in China had worsened. The Foxconn suicides occurred between January and November 2010, when 18 Foxconn (Chinese: 富士康) employees attempted suicide, resulting in 14 deaths—the company was the world's largest contract electronics manufacturer, for clients including Apple, at the time.
The first major product announcement by Apple following Jobs's passing occurred 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.
Jobs stated in the biography "Jobs" that he wanted to reinvent the textbook industry and education. From 2011 to 2012, Apple released the iPhone 4S and iPhone 5, 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; and the iPad Mini, which featured a 7.9-inch screen in contrast to the iPad's 9.7-inch screen.
These launches were successful, with the iPhone 5 (released September 21, 2012) becoming Apple's biggest iPhone launch with over two million pre-orders and sales of three million iPads in three days following the launch of the iPad Mini and fourth generation iPad (released November 3, 2012).
Apple also released a third-generation 13-inch MacBook Pro with a Retina display and new iMac and Mac Mini computers. On August 20, 2012, Apple's rising stock price increased the company's market capitalization to a then-record $624 billion.
On August 24, 2012, a US jury ruled that Samsung should pay Apple $1.05 billion (£665m) in damages in an intellectual property lawsuit.
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.
Apple sold 4 million iPhone 4S phones in the first three days of availability. On September 12, 2012, Apple introduced the iPhone 5.
The availability of the iPad 2 was initially limited as a result of a devastating earthquake and tsunami in Japan in March 2011. The third-generation iPad was released on March 7, 2012, and marketed as "the new iPad".
The dimensions and form factor remained relatively unchanged, with the new iPad being a fraction thicker and heavier than the previous version and featuring minor positioning changes. On October 23, 2012, Apple's fourth-generation iPad came out, marketed as the "iPad with Retina display".
A third generation of the device was introduced at an Apple event on March 7, 2012, with new features such as higher resolution (1080p) and a new user interface. At the September 9, 2015, event, Apple unveiled an overhauled Apple TV, which now runs a subsequent variant of iOS called tvOS, and contains 32 GB or 64 GB of NAND Flash to store games, programs, and to cache the current media playing.
An internal memo leaked in 2015 suggested the company planned to discourage long lines and direct customers to purchase its products on its website. Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012.
On April 20, 2012, Apple added 500 new jobs at its European headquarters, increasing the total workforce from around 2,800 to 3,300 employees.
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.
Notably, Jobs declares a "Holy War with Google" for 2011 and schedules a "new campus" for 2015. In March 2013, Apple filed a patent for an augmented reality (AR) system that can identify objects in a live video stream and present information corresponding to these objects through a computer-generated information layer overlaid on top of the real-world image.
The company also made several high-profile hiring decisions in 2013.
On July 2, 2013, Apple recruited Paul Deneve, Belgian President and CEO of Yves Saint Laurent as a vice president reporting directly to Tim Cook.
A mid-October 2013 announcement revealed that Burberry CEO Angela Ahrendts was hired as a senior vice president at Apple in mid-2014.
She resigned from Apple in 2019. Alongside Google vice-president Vint Cerf and AT&T CEO Randall Stephenson, Cook attended a closed-door summit held by President Obama on August 8, 2013, in regard to government surveillance and the Internet in the wake of the Edward Snowden NSA incident.
The release of the iPhone 5S and 5C is the first time that Apple simultaneously launched two models. A patent filed in July 2013 revealed the development of a new iPhone battery system that uses location data in combination with data on the user's habits to moderate the handsets' power settings accordingly.
It features a reduced 7.9-inch display and much of the same internal specifications as the iPad 2. On October 22, 2013, Apple introduced the iPad Air and the iPad Mini with Retina Display, both featuring a new 64-bit Apple A7 processor. The iPad Air 2 was unveiled on October 16, 2014.
An Aqua-themed version of the monochrome logo was used from 1998 to 2003, and a glass-themed version was used from 2007 to 2013. Steve Jobs and Steve Wozniak were fans of the Beatles, but Apple Inc.
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.
The Cupertino City Council approved the proposed "spaceship" design campus on October 15, 2013, after a 2011 presentation by Jobs detailing the architectural design of the new building and its environs.
In October 2013, Indian Apple executives unveiled a plan for selling devices through instalment plans and store-within-a-store concepts, in an effort to expand further into the market.
The news followed Cook's acknowledgment of the country in July when sales results showed that iPhone sales in India grew 400% during the second quarter of 2013.
lawsuits and became publicly available in early April 2014.
On February 4, 2014, Cook met with Abdullah Gül, the President of Turkey, in Ankara to discuss the company's involvement in the Fatih project. In the first quarter of 2014, Apple reported sales of 51 million iPhones and 26 million iPads, becoming all-time quarterly sales records.
In May 2014, the company confirmed its intent to acquire Dr.
Apple is working towards a power management system that will provide features such as the ability of the iPhone to estimate the length of time a user will be away from a power source to modify energy usage and a detection function that adjusts the charging rate to best suit the type of power source that is being used. In a March 2014 interview, Apple designer Jonathan Ive used the iPhone as an example of Apple's ethos of creating high-quality, life-changing products.
He explained that the phones are comparatively expensive due to the intensive effort that is used to make them:On September 9, 2014, Apple introduced the iPhone 6, alongside the iPhone 6 Plus that both have screen sizes over 4-inches.
It features a reduced 7.9-inch display and much of the same internal specifications as the iPad 2. On October 22, 2013, Apple introduced the iPad Air and the iPad Mini with Retina Display, both featuring a new 64-bit Apple A7 processor. The iPad Air 2 was unveiled on October 16, 2014.
Apple evangelist Guy Kawasaki has called the brand fanaticism "something that was stumbled upon," while Ive explained in 2014 that "People have an incredibly personal relationship" with Apple's products.
AppleInsider claimed in March 2014 that Apple has a top-secret facility for development of the SG5 electric vehicle project codenamed "Titan" under the shell company name SixtyEight Research. In 2006, Apple announced its intention to build a second campus in Cupertino about east of the current campus and next to Interstate 280.
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.
Notably, Jobs declares a "Holy War with Google" for 2011 and schedules a "new campus" for 2015. In March 2013, Apple filed a patent for an augmented reality (AR) system that can identify objects in a live video stream and present information corresponding to these objects through a computer-generated information layer overlaid on top of the real-world image.
The total number of App Store downloads, , is over 100 billion. On September 9, 2015, Apple announced the iPad Pro, an iPad with a 12.9-inch display that supports two new accessories, the Smart Keyboard and Apple Pencil.
It was released on April 24, 2015. The second generation of Apple Watch, Apple Watch Series 2, was released in September 2016, featuring greater water resistance, a faster processor, and brighter display.
A third generation of the device was introduced at an Apple event on March 7, 2012, with new features such as higher resolution (1080p) and a new user interface. At the September 9, 2015, event, Apple unveiled an overhauled Apple TV, which now runs a subsequent variant of iOS called tvOS, and contains 32 GB or 64 GB of NAND Flash to store games, programs, and to cache the current media playing.
An internal memo leaked in 2015 suggested the company planned to discourage long lines and direct customers to purchase its products on its website. Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012.
Its United Kingdom headquarters is at Stockley Park on the outskirts of London. In February 2015, Apple opened its new 180,000-square-foot headquarters in Herzliya, Israel, designed to accommodate approximately 800 employees.
The company typically grants stock options to executives every other year. In 2015, Apple had 110,000 full-time employees.
The Information reported in October 2016 that Apple had taken a board seat in Didi Chuxing, a move that James Vincent of The Verge speculated to be a strategic company decision by Apple to get closer to the automobile industry, particularly Didi Chuxing's reported interest in self-driving cars. On June 6, 2016, Fortune released Fortune 500, their list of companies ranked on revenue generation.
A 9.7-inch iPad Pro was announced on March 21, 2016.
It was released on April 24, 2015. The second generation of Apple Watch, Apple Watch Series 2, was released in September 2016, featuring greater water resistance, a faster processor, and brighter display.
The release also coincided with the opening of a separate Apple TV App Store and a new Siri Remote with a glass touchpad, gyroscope, and microphone. On December 12, 2016, Apple released a new iOS and tvOS media player app called TV to replace the existing "Videos" iOS application. At the September 12, 2017, event, Apple released a new 4K Apple TV with the same form factor as the 4th Generation model.
Strong product sales have placed Apple among the top-tier retail stores, with sales over $16 billion globally in 2011. In May 2016, Angela Ahrendts, Apple's then Senior Vice President of Retail, unveiled a significantly redesigned Apple Store in Union Square, San Francisco, featuring large glass doors for the entry, open spaces, and re-branded rooms.
A May 2016 report with an anonymous retail employee highlighted a [work environment] with harassment from customers, intense internal criticism, and a lack of significant bonuses for securing major business contracts. Due to the COVID-19 pandemic, Apple closed its stores outside China until March 27, 2020.
In March 2016, The Times of India reported that Apple had sought permission from the Indian government to sell refurbished iPhones in the country.
In May 2016, Apple opened an iOS app development center in Bangalore and a maps development office for 4,000 staff in Hyderabad.
This represents a movement upward of two spots from the previous year's list. On April 6, 2017, Apple launched Clips, an app that allows iPad and iPhone users to make and edit short videos with text, graphics, and effects.
Apple also introduced Live Titles for Clips that allows users to add live animated captions and titles using their voice. In May 2017, Apple refreshed two of its website designs.
9to5Mac noted the design similarities to several of Apple's redesigned apps in iOS 10, particularly its Apple Music and News software. In June 2017, Apple announced the HomePod, its smart speaker aimed to compete against Sonos, Google Home, and Amazon Echo.
The purchase was approved by the European Union in September 2018. Also in June 2017, Apple appointed Jamie Erlicht and Zack Van Amburg to head the newly formed worldwide video unit.
In November 2017, Apple announced it was branching out into original scripted programming: a drama series starring Jennifer Aniston and Reese Witherspoon, and a reboot of the anthology series Amazing Stories with Steven Spielberg.
There are five series in development at Apple. On July 27, 2017, Apple discontinued the iconic iPod nano and iPod shuffle lines of devices. In February 2018, Apple was reported to be in talks with miners to buy Cobalt directly from them. On June 5, 2018, Apple deprecated OpenGL and OpenGL ES across all operating systems and urged developers to use Metal instead.
Apple has partnered with Nike to offer the Nike+iPod Sports Kit, enabling runners to synchronize and monitor their runs with iTunes and the Nike+ website. In late July 2017, Apple discontinued its iPod Nano and iPod Shuffle models, leaving only the iPod Touch available for purchase. === iPhone === At the Macworld Conference & Expo in January 2007, Steve Jobs introduced the long-anticipated iPhone, a convergence of an Internet-enabled smartphone and iPod.
On June 5, 2017, Apple announced a new iPad Pro with a 10.5-inch display to replace the 9.7 inch model and an updated 12.9-inch model. On September 15 2020, Apple announced a re-designed iPad Air 4, with flat sides, Touch ID on the power button, USB Type C port, 10.9" screen and no home button similar to the iPad Pro.
The release also coincided with the opening of a separate Apple TV App Store and a new Siri Remote with a glass touchpad, gyroscope, and microphone. On December 12, 2016, Apple released a new iOS and tvOS media player app called TV to replace the existing "Videos" iOS application. At the September 12, 2017, event, Apple released a new 4K Apple TV with the same form factor as the 4th Generation model.
In June 2017, a newlywed couple took their wedding photos inside the then-recently opened Orchard Road Apple Store in Singapore.
In a 2017 interview, Wozniak credited watching Star Trek and attending Star Trek conventions while in his youth as a source of inspiration for his co-founding Apple. 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.
He argues that Apple's ecosystem is its greatest innovation. The Wall Street Journal reported in June 2017 that Apple's increased reliance on Siri, its virtual personal assistant, has raised questions about how much Apple can actually accomplish in terms of functionality.
While Apple acquired an England-based startup specializing in conversational assistants, Google's Assistant had already become capable of helping users select Wi-Fi networks by voice, and Siri was lagging in functionality. In December 2017, two articles from The Verge and ZDNet debated what had been a particularly devastating week for Apple's macOS and iOS software platforms.
On iOS, a date bug caused iOS devices that received local app notifications at 12:15am on December 2, 2017 to repeatedly restart.
In February 2017, Apple once again requested permission to sell used iPhones in the country.
Reuters reported in December 2017, that Apple and the Indian government were clashing over planned increases to import taxes for components used in mobile phone production, with Apple having engaged in talks with government officials to try to delay the plans, but the Indian government sticking to its policies of no exemptions to its "Make in India" initiative.
In 2020, the purchasing price for an iPhone 7 or SE (2nd generation) was approximately ₹ 20,499 – ₹ 37,900 (about 250–520 USD). In May 2017, the company announced a $1 billion funding project for "advanced manufacturing" in the United States, and subsequently invested $200 million in Corning Inc., a manufacturer of toughened Gorilla Glass technology used in its iPhone devices.
In August 2018, Apple became the first publicly traded U.S.
The purchase was approved by the European Union in September 2018. Also in June 2017, Apple appointed Jamie Erlicht and Zack Van Amburg to head the newly formed worldwide video unit.
In June 2018, Apple signed the Writer's Guild of America's minimum basic agreement and Oprah Winfrey to a multi-year content partnership.
There are five series in development at Apple. On July 27, 2017, Apple discontinued the iconic iPod nano and iPod shuffle lines of devices. In February 2018, Apple was reported to be in talks with miners to buy Cobalt directly from them. On June 5, 2018, Apple deprecated OpenGL and OpenGL ES across all operating systems and urged developers to use Metal instead.
In August 2018, Apple purchased Akonia Holographics for its augmented reality goggle lens.
The company also announced iPhone X, which radically changes the hardware of the iPhone lineup, removing the home button in favor of facial recognition technology and featuring a near bezel-less design along with wireless charging. On September 12, 2018, Apple introduced the iPhone XS, iPhone XS Max and iPhone XR.
It features seven tweeters in the base, a four-inch woofer in the top, and six microphones for voice control and acoustic optimization On September 12, 2018, Apple announced that HomePod is adding new features—search by lyrics, set multiple timers, make and receive phone calls, Find My iPhone, Siri Shortcuts—and Siri languages.
In June 2019, Jony Ive, Apple's CDO, left the company to start his own firm but stated he would work with Apple as its primary client. Apple's worldwide annual revenue totaled $274.5 billion for the 2020 fiscal year.
She resigned from Apple in 2019. Alongside Google vice-president Vint Cerf and AT&T CEO Randall Stephenson, Cook attended a closed-door summit held by President Obama on August 8, 2013, in regard to government surveillance and the Internet in the wake of the Edward Snowden NSA incident.
On February 14, 2019, Apple acquired DataTiger for its digital marketing technology. On January 29, 2019, Apple reported its first decline in revenues and profits in a decade.
In February 2019 they bought Conversational computing company PullString (formerly ToyTalk) On July 25, 2019, Apple and Intel announced an agreement for Apple to acquire the smartphone modem business of Intel Mobile Communications for US$1 billion. On March 30, 2020 Apple acquired local weather app maker Dark Sky, for an undisclosed sum, with the intent to discontinue its original app at the end of 2021.
All three devices feature the A12 Bionic chip, the first 7-nanometer processor in a smartphone, with a next-generation Neural Engine, and the TrueDepth camera system. On September 10, 2019, Apple introduced the iPhone 11, iPhone 11 Pro, and the iPhone 11 Pro Max.
All new iPhones announced at Apple's September 2019 feature an A13 Bionic chip with a third-generation Neural Engine, an Apple U1 chip, spatial audio playback, a low light photo mode and an improved Face ID system. On April 15, 2020, Apple announced a new second-generation iPhone SE.
The 4K model also has support for [dynamic range]. On March 25, 2019, Apple announced Apple TV+, their upcoming over-the-top subscription video on-demand web television service, will arrive Fall 2019.
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.
In June 2019, Jony Ive, Apple's CDO, left the company to start his own firm but stated he would work with Apple as its primary client. Apple's worldwide annual revenue totaled $274.5 billion for the 2020 fiscal year.
company to be valued at over $1 trillion and just two years later, in August 2020 became the first $2 trillion U.S.
In February 2019 they bought Conversational computing company PullString (formerly ToyTalk) On July 25, 2019, Apple and Intel announced an agreement for Apple to acquire the smartphone modem business of Intel Mobile Communications for US$1 billion. On March 30, 2020 Apple acquired local weather app maker Dark Sky, for an undisclosed sum, with the intent to discontinue its original app at the end of 2021.
On April 3, 2020, Apple acquired Voysis, a Dublin based company focused on AI digital voice technology for an undisclosed sum.
The offer was said to be redeemable via two methods, using a one-time code redemption URL or presentCodeRedemptionSheet API, if implemented within the application. To speed up deliveries of devices to consumers, Apple started shipping devices directly from its stores as of October 2020.
All new iPhones announced at Apple's September 2019 feature an A13 Bionic chip with a third-generation Neural Engine, an Apple U1 chip, spatial audio playback, a low light photo mode and an improved Face ID system. On April 15, 2020, Apple announced a new second-generation iPhone SE.
However, it features an improved processor, the A13 Bionic, and improved cameras on the front and back. On October 13, 2020, Apple introduced the iPhone 12, iPhone 12 Mini, iPhone 12 Pro and the iPhone 12 Pro Max.
On June 5, 2017, Apple announced a new iPad Pro with a 10.5-inch display to replace the 9.7 inch model and an updated 12.9-inch model. On September 15 2020, Apple announced a re-designed iPad Air 4, with flat sides, Touch ID on the power button, USB Type C port, 10.9" screen and no home button similar to the iPad Pro.
The Series 4 was discontinued. On September 15, 2020, Apple introduced the Apple Watch Series 6, with an emphasis on fitness, featuring blood oxygen measurement and ECGs, among other fitness features.
A May 2016 report with an anonymous retail employee highlighted a [work environment] with harassment from customers, intense internal criticism, and a lack of significant bonuses for securing major business contracts. Due to the COVID-19 pandemic, Apple closed its stores outside China until March 27, 2020.
On March 24, 2020, in a memo, Senior Vice President of People and Retail Deirdre O’Brien announced that some of its retail stores are expected to reopen at the beginning of April. == Corporate affairs == === Corporate culture === Apple is one of several highly successful companies founded in the 1970s that bucked the traditional notions of corporate culture.
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.
In 2020, the purchasing price for an iPhone 7 or SE (2nd generation) was approximately ₹ 20,499 – ₹ 37,900 (about 250–520 USD). In May 2017, the company announced a $1 billion funding project for "advanced manufacturing" in the United States, and subsequently invested $200 million in Corning Inc., a manufacturer of toughened Gorilla Glass technology used in its iPhone devices.
Apple is the world's largest technology company by revenue and since January 2021, the world's most valuable company.
Apple is the world's 4th-largest PC vendor by unit sales as of January 2021.
In February 2019 they bought Conversational computing company PullString (formerly ToyTalk) On July 25, 2019, Apple and Intel announced an agreement for Apple to acquire the smartphone modem business of Intel Mobile Communications for US$1 billion. On March 30, 2020 Apple acquired local weather app maker Dark Sky, for an undisclosed sum, with the intent to discontinue its original app at the end of 2021.
The iPad Air supports the Magic Keyboard and Apple pencil second generation. On April 20 2021, Apple released 5th generation iPad pro with design same as last generation except for the 12.9" version being slightly thicker and heavier.
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.
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