Apple Inc.: Difference between revisions

Revision as of 20:05, 10 April 2007

Latest revision as of 02:52, 21 August 2025

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{{Short description|American multinational technology company}}

{{Infobox Company|company_name=Apple Inc.|company_logo=[[Image:Apple-logo.png|125px]]|company_type=[[Public company|Public]] ({{nasdaq|AAPL}}, {{lse|ACP}}, {{FWB|APC}})|foundation={{flagicon|USA}} [[California]] ([[April 1]] [[1976]], as '''Apple Computer, Inc''')|location_city=Cupertino, California|key_people=[[Steve Jobs]], [[Chief Executive Officer|CEO]] & [[Entrepreneur|Co-founder]]<br>[[Steve Wozniak]], Co-founder<br>[[Timothy D. Cook]], [[Chief Operating Officer|COO]]<br>[[Peter Oppenheimer]], [[Chief Financial Officer|CFO]]<br>[[Philip W. Schiller]], [[Vice President|SVP]] [[Marketing]]<br>[[Jonathan Ive]], SVP [[Industrial Design]]<br>[[Tony Fadell]], SVP [[iPod|iPod Division]]<br>[[Ron Johnson (Apple)|Ron Johnson]], SVP [[Retail]]<br>[[Sina Tamaddon]], SVP [[Application software|Applications]]<br>[[Bertrand Serlet]], SVP [[Software Engineering]]|industry=[[Computer hardware]]<br>[[Computer software]]<br>[[Consumer electronics]]|products=[[Macintosh|Mac (personal computer series)]], [[Mac OS X]], [[Mac OS X Server]], [[iPod]], [[QuickTime]], [[iLife]], [[iWork]], [[Apple Remote Desktop]], [[Xsan]], [[Final Cut Studio]], [[Aperture]], [[Logic Pro]], [[Apple Cinema Display|Cinema Display]], [[AirPort]], [[Xserve]], [[Xserve RAID]], [[iPhone]], [[Apple TV]]|computers=[[iMac]], [[MacBook]], [[MacBook Pro]], [[PowerBook]], [[iBook]], [[Apple I]], [[Apple II]], [[Apple III]]|revenue='''[[United States dollar|US$]]19.3 billion''' {{profit}} ([[Trailing twelve months|TTM]] 1Q2006)<ref name="morningstar">[http://quicktake.morningstar.com/Stock/Income10.asp?Country=USA&Symbol=AAPL&stocktab=finance&pgid=qtqnnavfinstate Apple Computer financial statements at morningstar.com]</ref>|operating_income='''US$2.12 billion''' {{profit}} (TTM 1Q2006)<br>('''12.27%''' [[operating margin]])<ref name="morningstar"/>|net_income='''US$1.73 billion''' {{profit}} (TTM 1Q2006)<br>('''9.97%''' [[profit margin]])<ref name="morningstar"/>|num_employees=17,787 full-time; 2,399 temporary ([[September 30]] [[2006]])<ref>[http://media.corporate-ir.net/media_files/irol/10/107357/10K_2006.pdf Apple Computer 2006 10-K, p. 20]</ref>|homepage=[http://www.apple.com/ Apple.com]}}'''Apple Inc.''' ({{nasdaq|AAPL}}, {{lse|ACP}}, {{FWB|APC}}) is an [[United States|American]] [[consumer electronics]] [[corporation]] with worldwide annual sales in its fiscal year 2006 (ending [[September 30]] [[2006]]) of [[United States dollar|US$]]19.3 billion.<ref name="morningstar"/> Headquartered in [[Cupertino, California]], Apple develops, sells, and supports a series of [[personal computer]]s, [[portable media player]]s, [[computer software]], and [[computer hardware]] accessories. The company's best-known products include the [[Macintosh|Mac]] line of personal computers, its [[Mac OS X]] [[operating system]], and the [[iPod]] line of portable media players. For the iPod and its related [[iTunes]] software, Apple sells audiobooks, games, music, music videos, TV shows, and movies in its online [[iTunes Store]].

{{Redirect|Apple (company)|other companies with the same name|Apple (disambiguation)#Businesses and organisations}}

{{Pp-semi-indef}}

{{Use American English|date=June 2024}}

{{Use mdy dates|date=September 2024}}

{{Infobox company

| name = Apple Inc.

| logo = {{dark mode switch|[[File:Apple logo white.svg|frameless|upright=0.45|class=logo-nobg]]|[[File:Apple logo black.svg|frameless|upright=0.45|class=logo-nobg]]|logo}}

| logo_caption = [[Apple logo]] used since 1998

| image = Aerial view of Apple Park dllu.jpg

| image_upright = 1.1

| image_caption = Aerial view of [[Apple Park]], the company's headquarters, in [[Cupertino, California]]

| former_name = {{Unbulleted list | Apple Computer Company (1976–1977) | Apple Computer, Inc. (1977–2007) }}

| type = [[Public company|Public]]

| traded_as = {{Unbulleted list | {{NASDAQ|AAPL}} | [[Nasdaq-100]] component | [[DJIA]] component | [[S&P 100]] component | [[S&P 500]] component}}

| ISIN = {{ISIN|sl=n|pl=y|US0378331005}}

| industry = {{Unbulleted list | [[Consumer electronics]] | [[Software services]] | [[Online services]]

}}

| founded = {{Start date and age|1976|04|01|p=yes}}, in [[Los Altos, California]], U.S.

| founders = {{Unbulleted list | [[Steve Jobs]] | [[Steve Wozniak]] | [[Ronald Wayne]]}}

| hq_location = [[1 Apple Park Way]]

| hq_location_city = {{nowrap|[[Cupertino, California]]}}

| hq_location_country = U.S.

| num_locations = 535 [[Apple Store]]s

| num_locations_year = 2025

| area_served = Worldwide

| key_people = {{Unbulleted list

| [[Tim Cook]] ([[CEO]])

| [[Arthur Levinson]] ([[chairman]])

}}

| products = <!-- This list is not comprehensive, but rather a representative selection of the company's well-known products --> {{flatlist|

* [[AirPods]]

* [[Apple TV]]

* [[Apple Watch]]

* [[iPad]]

* [[iPhone]]

* [[Mac (computer)|Mac]]

}}

| brands =

| services = <!-- This list is not comprehensive, but rather a representative selection of the company's well-known services --> {{flatlist|

* [[App Store (iOS)|App Store]]

* [[Apple Card]]

* [[Apple Music]]

* [[Apple Pay]]

* [[Apple TV+]]

* [[iCloud]]

}}

| revenue = {{increase}} {{US dollar|391 billion|link=yes}}

| revenue_year = [[Fiscal year|FY]]24

| operating_income = {{increase}} {{US dollar|123 billion}}

| income_year = FY24

| net_income = {{decrease}} {{US dollar|94 billion}}

| net_income_year = FY24

| assets = {{increase}} {{US dollar|365 billion}}

| assets_year = FY24

| equity = {{decrease}} {{US dollar|57 billion}}

| equity_year = FY24

| num_employees = 164,000

| num_employees_year = FY24

| subsid = {{Unbulleted list | Apple Financing<ref name="b350">{{cite web | title=Apple introduces Apple Pay Later | website=Apple Newsroom | date=2023-03-28 | url=https://www.apple.com/newsroom/2023/03/apple-introduces-apple-pay-later/ | access-date=2025-08-21}}</ref> | [[Apple Studios]] | [[Beats Electronics]] | [[Beddit]] | [[Braeburn Capital]] | [[Claris]] | [[Globalstar]] (20%) }}

| website = {{Official URL}}

| footnotes = Financials {{as of|2024|9|28|df=US|pre=fiscal year ended|lc=y}}.<br />References:<ref name="Apple-10-K-Report-2024">{{Cite web |date=November 1, 2024 |title=Apple 10-K Report FY2024 |url=https://www.sec.gov/ix?doc=/Archives/edgar/data/0000320193/000032019324000123/aapl-20240928.htm |access-date=November 1, 2024}}</ref><ref name="storelist" /><ref>[https://businesssearch.sos.ca.gov/Document/RetrievePDF?Id=00806592-5959973 Certificate of Amendment of Articles of Incorporation] {{Webarchive|url=https://web.archive.org/web/20200926125141/https://businesssearch.sos.ca.gov/Document/RetrievePDF?Id=00806592-5959973 |date=September 26, 2020 }}, November 17, 1977. California Secretary of State</ref><ref>[https://businesssearch.sos.ca.gov/Document/RetrievePDF?Id=00806592-6322847 Certificate of Ownership] {{Webarchive|url=https://web.archive.org/web/20210217170421/https://businesssearch.sos.ca.gov/Document/RetrievePDF?Id=00806592-6322847 |date=February 17, 2021 }}, January 9, 2007. California Secretary of State.</ref>

| module = {{infobox network service provider|child=yes|asn=714}}

}}

'''<!--Brief intro-->Apple Inc.''' is an American [[multinational corporation]] and [[technology company]] headquartered in [[Cupertino, California]], in [[Silicon Valley]]. It is best known for its [[consumer electronics]], [[computer software|software]], and [[online service|service]]s. Founded in 1976 as Apple Computer Company by [[Steve Jobs]], [[Steve Wozniak]] and [[Ronald Wayne]], the company was incorporated by Jobs and Wozniak as Apple Computer, Inc. the following year. It was renamed Apple Inc. in 2007 as the company had expanded its focus from computers to consumer electronics. Apple is the [[largest technology company by revenue]], with {{US dollar|391.04}} billion in the 2024 [[fiscal year]].<!--END Brief intro; do not overload this section, keep it brief and simple.-->

The company was known as '''Apple Computer, Inc.''' for its first 30 years of existence, but dropped "Computer" from its corporate name on [[January 9]] [[2007]].<ref>[http://phx.corporate-ir.net/phoenix.zhtml?c=107357&p=irol-SECText&TEXT=aHR0cDovL2NjYm4uMTBrd2l6YXJkLmNvbS94bWwvZmlsaW5nLnhtbD9yZXBvPXRlbmsmaXBhZ2U9NDU4OTEyNiZhdHRhY2g9T04= SEC filing] &mdash; Apple.com</ref> The name change, which followed Apple's announcement of its new [[iPhone]] smartphone and [[Apple TV]] digital video system, is representative of the company's ongoing expansion into the [[consumer electronics]] market in addition to its traditional focus on personal computers.<ref>{{cite news|publisher=[[The New York Times]]|last=Markoff|first=John|title=New Mobile Phone Signals Apple’s Ambition|date=[[2006-01-09]]|accessdate=2006-01-09|url=http://www.nytimes.com/2007/01/09/technology/09cnd-iphone.html?_r=1&ref=technology&oref=slogin}}</ref>

<!--Notable history & products-->The company was founded to produce and market Wozniak's [[Apple I]] personal computer. Its second computer, the [[Apple II (original)|Apple II]], became a best seller as one of the first mass-produced [[microcomputer]]s. Apple introduced the [[Apple Lisa|Lisa]] in 1983 and the [[Macintosh 128K|Macintosh]] in 1984, as some of the first computers to use a [[graphical user interface]] and a [[computer mouse|mouse]]. By 1985, internal company problems led to Jobs leaving to form [[NeXT]], and Wozniak withdrawing to other ventures; [[John Sculley]] served as long-time CEO for over a decade. In the 1990s, Apple lost considerable [[market share]] in the [[personal computer]] industry to the lower-priced [[Wintel]] duopoly of the [[Microsoft Windows]] [[operating system]] on [[Intel]]-powered [[IBM PC compatible|PC clones]]. In 1997, Apple was weeks away from [[bankruptcy]]. To resolve its failed operating system strategy, it bought NeXT, effectively bringing Jobs back to the company, who guided Apple back to profitability over the next decade with the introductions of the [[iMac]], [[iPod]], [[iPhone]], and [[iPad]] devices to critical acclaim as well as the [[iTunes Store]], launching the "[[Think different]]" [[Apple Inc. advertising|advertising]] campaign, and opening the [[Apple Store]] retail chain. These moves elevated Apple to consistently be one of the world's [[List of most valuable brands|most valuable brands]] since about 2010. Jobs resigned in 2011 for health reasons, and died two months later; he was succeeded as CEO by [[Tim Cook]].<!--END Notable history & products-->

Apple operates over 170 [[Apple Store (retail)|retail stores]] in the [[United States]], [[Canada]], [[Japan]], the [[United Kingdom]], and [[Italy]].<ref>[http://www.apple.com/retail/storelist/ Apple Store &mdash; Store List] &mdash; from Apple.com</ref> The stores carry most of Apple's products as well as many third-party products and offer on-site support and repair for Apple hardware and software. Apple employs over 20,000 permanent and temporary workers worldwide.<ref>[http://www.apple.com/jobs/us/index.html Apple &mdash; Job Opportunities]</ref>

<!--Current products & status-->[[List of Apple products|Apple's product lineup]] includes portable and home hardware such as the iPhone, iPad, [[Apple Watch]], [[Mac (computer)|Mac]], and [[Apple TV]]; [[List of Apple operating systems|operating systems]] such as [[iOS]], [[iPadOS]], and [[macOS]]; and [[List of software by Apple Inc.|various software]] and services including [[Apple Pay]], [[iCloud]], and multimedia [[Streaming media|streaming]] services like [[Apple Music]] and [[Apple TV+]]. Apple is one of the [[Big Tech|Big Five]] American [[information technology]] companies;{{Efn|Alongside [[Alphabet Inc.|Alphabet]] (the parent company of [[Google]]), [[Amazon (company)|Amazon]], [[Meta Platforms|Meta]] (the parent company of [[Facebook]]), and [[Microsoft]]}} for the most part since 2011,{{efn|Except when [[Microsoft]] briefly held the position between January and June 2024<ref>{{Cite news |title=Microsoft Tops Apple to Become Most Valuable Public Company – The New York Times |work=The New York Times |date=January 12, 2024 |access-date=February 21, 2024 |url=https://www.nytimes.com/2024/01/12/technology/microsoft-apple-most-valuable-company.html|archive-date=January 31, 2024|archive-url=https://web.archive.org/web/20240131175132/https://www.nytimes.com/2024/01/12/technology/microsoft-apple-most-valuable-company.html|url-status=live |last1=Mickle |first1=Tripp |last2=Weise |first2=Karen}}</ref><ref name="CompaniesMarketcap.com">{{Cite web |title=Largest Companies by Market Cap |url=https://companiesmarketcap.com/ |url-status=live |archive-url=https://web.archive.org/web/20210414112804/https://companiesmarketcap.com/ |archive-date=April 14, 2021 |access-date=March 17, 2024 |website=CompaniesMarketcap.com}}</ref><ref name="ETTelecomJune2024">{{Cite web |last=www.ETTelecom.com |title=Apple overtakes Microsoft to return as world's most valuable company – ET Telecom |url=https://telecom.economictimes.indiatimes.com/news/devices/apple-overtakes-microsoft-to-return-as-worlds-most-valuable-company/110945302 |access-date=June 12, 2024 |website=ETTelecom.com |language=en}}</ref>}} Apple has been the world's [[List of public corporations by market capitalization|largest company by market capitalization]], and, {{As of|2023|lc=y}}, is the [[List of largest manufacturing companies by revenue|largest manufacturing company by revenue]], the [[Market share of personal computer vendors#Current top vendors market share (2023)|fourth-largest personal computer vendor by unit sales]], the [[Tablet computer#By manufacturer|largest vendor of tablet computers]], and the [[List of best-selling mobile phones#2023|largest vendor of mobile phones]] in the world. Apple became the first [[Public company|publicly traded]] U.S. company to be [[Trillion-dollar company|valued at over $1&nbsp;trillion]] in 2018, and, {{As of|2024|12|lc=y}}, is valued at just over $3.74&nbsp;trillion. Apple is the largest company on the [[Nasdaq]], where it trades under the ticker symbol "AAPL".<!--END Current products & status-->

For a variety of reasons, ranging from its philosophy of comprehensive [[aesthetics|aesthetic]] [[industrial design|design]] to its [[counterculture|countercultural]], even [[indie (culture)|indie]] roots, as well as their [[Apple Inc. advertising|advertising campaigns]], Apple has engendered a distinct reputation in the [[consumer electronics]] industry and has cultivated a customer base that is unusually devoted to the company and its brand.<ref>[http://www.macnn.com/articles/06/07/11/apple.google.find.loyalty/ Apple's customer loyalty]</ref>

<!--Public image-->Apple [[Criticism of Apple Inc.|has received criticism]] regarding [[Apple supply chain|its contractors]]' labor practices, [[Apple Inc. and unions|its relationship with trade unions]], [[Environmental impact of Apple Inc.|its environmental practices]], and its business ethics, including [[Anti-competitive practices of Apple Inc.|anti-competitive practices]] and materials sourcing. Nevertheless, the company has [[Apple community|a large following]] and enjoys a high level of [[Marketing of Apple Inc.#Brand loyalty|brand loyalty]].<!--END Public image-->

==History==

<!--Do NOT add more than 4 paragraphs.-->

{{main|History of Apple Inc.}}

The [[Apple II]] [[microcomputer]], introduced in 1977, was a hit with home users. In 1983, Apple introduced the [[Apple Lisa|Lisa]], the first commercial personal computer to employ a [[graphical user interface]] (GUI), which was influenced in part by the [[Xerox Alto]]. Lisa was also the first personal computer to have the [[Mouse (computing)|mouse]]. In 1984, the [[Macintosh]] was introduced, furthering the concept of a user-friendly graphical user interface. Apple's success with the Macintosh became a major influence in the development of graphical interfaces elsewhere, with major computer [[operating system]]s such as [[Commodore International|Commodore]] [[Amiga]], and [[Atari ST]], appearing on the market within two years of the introduction of the Macintosh.

== History ==

In 1991, Apple introduced the [[PowerBook]] line of [[portable computer]]s. The 1990s also saw Apple's market share fall as competition from Microsoft Windows and the comparatively inexpensive [[IBM PC compatible]] computers that would eventually dominate the market. In the 2000s, Apple expanded its focus on software to include professional and [[prosumer]] video, music, and photo production solutions, with a view to promoting their products as a "digital hub". It also introduced the [[iPod]], the most popular digital music player in the world.<ref>{{cite news|last=Cantrell|first=Amanda|title=Apple's remarkable comeback story|publisher=[[CNN]]|date=[[2006-04-29]]|url=http://money.cnn.com/2006/03/29/technology/apple_anniversary/?cnn=yes|accessdate=2007-03-02}}</ref>

{{Main|History of Apple Inc.}}

=== 1976–1980: Founding and incorporation ===

===1975 to 1980: The early years===

[[File:Apple Garage.jpg|thumb|left|In 1976, [[Steve Jobs]] and [[Steve Wozniak]] co-founded Apple in Jobs's parents' home on Crist Drive in [[Los Altos, California]].{{Sfn|Linzmayer|2004|pages=6–8}} Wozniak called the popular belief that the company was founded in the garage "a bit of a myth",<ref>{{Cite web |last=Gibbs |first=Samuel |date=December 5, 2014 |title=Steve Wozniak: Apple starting in a garage is a myth |url=https://www.theguardian.com/technology/2014/dec/05/steve-wozniak-apple-starting-in-a-garage-is-a-myth |archive-url=https://web.archive.org/web/20150425011132/https://www.theguardian.com/technology/2014/dec/05/steve-wozniak-apple-starting-in-a-garage-is-a-myth |archive-date=April 25, 2015 |access-date=November 12, 2019 |website=[[The Guardian]]}}</ref> although they moved some operations to the garage when the bedroom became too crowded.<ref name="Linzmayer01">{{Cite news |last=Linzmayer |first=Owen W. |title=Apple Confidential: The Real Story of Apple Computer, Inc |work=The Denver Post |url=http://extras.denverpost.com/books/chap0411h.htm |url-status=live |archive-url=https://web.archive.org/web/20120414125259/http://extras.denverpost.com/books/chap0411h.htm |archive-date=April 14, 2012}}</ref>]]

[[Image:Apple I.jpg|thumb|right|The [[Apple I]], Apple's first product. Sold as an assembled circuit board, it lacked basic features such as a keyboard, monitor and case. The owner of this unit added a keyboard and a wooden case.]]Apple was founded on [[April 1]] [[1976]] by [[Steve Jobs]], [[Steve Wozniak]], and [[Ronald Wayne]]<ref>{{cite web|last=Ehrenfried|first=Marcus|title=History of the Apple Mac|date=April 2004|url=http://www.markusehrenfried.de/mac/applehistory.html|accessdate=2007-03-02}}</ref> (and later incorporated [[January 3]] [[1977]]<ref>{{cite press release|title=Apple Investor Relations FAQ|publisher=Apple Inc.|url=http://phx.corporate-ir.net/phoenix.zhtml?c=107357&p=irol-faq#corpinfo1|accessdate=2007-03-02}}</ref> without Wayne, who sold his share of the company back to Jobs and Wozniak) to sell the [[Apple I]] personal computer kit. They were hand-built in a garage of Jobs' parents, and the Apple I was first shown to the public at the [[Homebrew Computer Club]].<ref>{{citation|last=Wozniak|first=Stephen|title=Homebrew and How the Apple Came to Be|magazine=Digital Deli|accessdate=2007-03-02|url=http://www.atariarchives.org/deli/homebrew_and_how_the_apple.php}}</ref> Eventually 200 computers were built. The Apple I was sold as a motherboard (with CPU, RAM, and basic textual-video chips) &mdash; not what is today considered a complete personal computer.<ref>{{citation|last=Kahney|first=Leander|title=Rebuilding an Apple From the Past|magazine=Wired|date=[[2002-11-19]]|url=http://www.wired.com/news/mac/0,2125,56426,00.html}}</ref> The user was required to provide two different AC input voltages (the manual recommended specific transformers), wire an ASCII keyboard (not provided with the computer) to a DIP connector (providing logic inverter and alpha lock chips in some cases), and to wire the video output pins to a monitor or to an RF modulator if a TV set was used.

[[File:2019-08-04 Apple I computer.jpg|thumb|The [[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.]]

Jobs approached a local computer store, ''The Byte Shop'', which ordered fifty units and paid US$500 for each unit after much persuasion from Jobs. Jobs then ordered components from Cramer Electronics, a national electronic parts distributor. Using a variety of methods, including borrowing space from friends and family and selling various items including a [[Volkswagen Type 2|Volkswagen Type 2 bus]], Jobs managed to secure the parts needed while Wozniak and Ronald Wayne assembled the Apple I.<ref name="acmillionaire madness">{{Citation|last=Linzmayer|first=Owen W.|title=Apple Confidential: The Real Story of Apple Computer, Inc.|place=San Francisco|publisher=No Starch Press|year=1999|edition=1st|url=http://www.appleconfidential.com/|pages=37-38|isbn=1-886411028-X}}</ref>

'''Apple Computer Company''' was founded on April 1, 1976, by [[Steve Jobs]], [[Steve Wozniak]], and [[Ronald Wayne]] as a [[partnership]].{{Sfn|Linzmayer|2004|pages=6–8}}<ref>{{Cite news |last=Williams |first=Rhiannon |date=April 1, 2015 |title=Apple celebrates 39th year on April 1 |work=[[The Daily Telegraph|The Telegraph]] |url=https://www.telegraph.co.uk/technology/apple/11507451/Apple-celebrates-39th-year-on-April-1.html |url-status=live |url-access=subscription |access-date=July 9, 2017 |archive-url=https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/technology/apple/11507451/Apple-celebrates-39th-year-on-April-1.html |archive-date=January 10, 2022}}{{cbignore}}</ref> The company's first product is the [[Apple I]], a computer designed and hand-built entirely by Wozniak.<ref>{{Cite web |date=September 28, 2006 |title=Apple co-founder tells his side of the story |url=https://www.smh.com.au/news/laptops--desktops/wozniak-tells-his-side-of-the-story/2006/09/28/1159337270259.html |access-date=July 9, 2017 |website=[[The Sydney Morning Herald]] |archive-date=July 3, 2017 |archive-url=https://web.archive.org/web/20170703154618/http://www.smh.com.au/news/laptops--desktops/wozniak-tells-his-side-of-the-story/2006/09/28/1159337270259.html |url-status=live}}; {{Cite news |title=A Chat with Computing Pioneer Steve Wozniak |url=https://www.npr.org/templates/story/story.php?storyId=6167297 |website=[[NPR]] |date=September 29, 2006 |access-date=July 9, 2017 |archive-date=March 27, 2019 |archive-url=https://web.archive.org/web/20190327091333/https://www.npr.org/templates/story/story.php?storyId=6167297 |url-status=live}}</ref> To finance its creation, Jobs sold his [[Volkswagen Type 2|Volkswagen Bus]], and Wozniak sold his [[HP-65]] calculator.<ref>{{Cite book |last=Isaacson |first=Walter |url=https://books.google.com/books?id=26ev_abfrU8C |title=Steve Jobs: The Exclusive Biography |date=October 24, 2011 |publisher=Little, Brown Book Group |isbn=978-0-7481-3132-7 |pages=57 |language=en}}</ref> Neither received the full selling price but in total earned {{US dollar|1300|1976|long=no|round=-2}}. Wozniak debuted the first prototype {{nowrap|Apple I}} at the [[Homebrew Computer Club]] in July 1976.<ref>{{Harvnb|O'Grady|2009|pages=2–3}}; {{Cite web |title=The Homebrew Computer Club |url=http://www.computerhistory.org/revolution/personal-computers/17/312 |access-date=July 9, 2017 |publisher=[[Computer History Museum]] |archive-date=March 27, 2019 |archive-url=https://web.archive.org/web/20190327102109/https://www.computerhistory.org/revolution/personal-computers/17/312 |url-status=live}}</ref> The Apple I was sold as a [[motherboard]] with [[CPU]], [[RAM]], and basic textual-video chips—a base kit concept which was not yet marketed as a complete personal computer.<ref>{{Cite magazine |last=Kahney |first=Leander |date=November 19, 2002 |title=Rebuilding an Apple From the Past |language=en-US |magazine=Wired |url=https://www.wired.com/2002/12/56426/ |access-date=November 7, 2022 |issn=1059-1028 |archive-date=November 7, 2022 |archive-url=https://web.archive.org/web/20221107195134/https://www.wired.com/2002/12/56426/ |url-status=live}}</ref> It was priced soon after debut for {{US dollar|666.66|1976|round=-2|long=no}}.<ref>{{Cite news |url=http://news.bbc.co.uk/2/hi/technology/7091190.stm |work=[[BBC News]] |title=Building the digital age |access-date=January 19, 2008 |date=November 15, 2007 |archive-date=November 28, 2017 |archive-url=https://web.archive.org/web/20171128173707/http://news.bbc.co.uk/2/hi/technology/7091190.stm |url-status=live}}; {{Cite web |title=Apple I |url=http://staging.computerhistory.org/exhibits/highlights/apple1.shtml |archive-url=https://web.archive.org/web/20070326115844/http://staging.computerhistory.org/exhibits/highlights/apple1.shtml |archive-date=March 26, 2007 |access-date=January 19, 2008 |publisher=[[Computer History Museum]]}}; [https://web.archive.org/web/20170204212503/http://www.g4tv.com/gamemakers/episodes/3781/Apple_II.html Game Makers (TV Show)]: Apple II. Originally aired January 6, 2005; {{Cite web |url=http://www.macmothership.com/gallery/newads7/1976apple1.jpg |title=Picture of original ad featuring US666.66 price|access-date=January 21, 2008|archive-date=January 15, 2020|archive-url=https://web.archive.org/web/20200115222510/http://www.macmothership.com/gallery/newads7/1976apple1.jpg|url-status=live}}</ref><ref name="iWoz">{{Cite book |last1=Wozniak |first1=Steve |author-link=Steve Wozniak |title=iWoz: Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It |title-link=iWoz: Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It |last2=Smith |first2=Gina |author-link2=Gina Smith (author) |publisher=[[W. W. Norton & Company]] |year=2006 |isbn=978-0-393-06143-7 |pages= |oclc=502898652}}</ref>{{Rp|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".<ref name="VintageNews">{{Cite news |last=Blazeski |first=Goran |date=November 25, 2017 |title=Apple-1, Steve Wozniak's hand-built creation, was Apple's first official product, priced at $666.66 |work=The Vintage News |url=https://www.thevintagenews.com/2017/11/25/apples-first-official-product-was-priced-at-666-66 |access-date=November 24, 2019 |archive-date=July 26, 2020 |archive-url=https://web.archive.org/web/20200726090158/https://www.thevintagenews.com/2017/11/25/apples-first-official-product-was-priced-at-666-66/ |url-status=live}}</ref>

'''Apple Computer, Inc.''' was incorporated in [[Cupertino, California]],<ref name="Apple-10-K-Report-2024" /> on January 3, 1977,{{Sfn|Linzmayer|2004|page=10}}<ref name="Apple FAQ">{{Cite web |title=Frequently Asked Questions |url=https://investor.apple.com/faq/default.aspx |access-date=January 19, 2020 |publisher=Apple Inc. |archive-date=March 12, 2020 |archive-url=https://web.archive.org/web/20200312205405/https://investor.apple.com/faq/default.aspx |url-status=live}}</ref> 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.<ref>{{Cite web |last=Luo |first=Benny |date=September 12, 2013 |title=Ronald Wayne: On Co-founding Apple and Working With Steve Jobs |url=https://nextshark.com/ronald-wayne-interview |access-date=July 9, 2017 |website=Next Shark |archive-date=March 30, 2019 |archive-url=https://web.archive.org/web/20190330085628/https://nextshark.com/ronald-wayne-interview |url-status=live}}; {{Cite web |first=Dan |last=Simon |title=The gambling man who co-founded Apple and left for $800 |url=http://edition.cnn.com/2010/TECH/web/06/24/apple.forgotten.founder/index.html |publisher=[[CNN]] |date=June 24, 2010 |access-date=July 9, 2017 |archive-date=April 10, 2014 |archive-url=https://web.archive.org/web/20140410065148/http://edition.cnn.com/2010/TECH/web/06/24/apple.forgotten.founder/index.html?hpt=C1&fbid=lG95iTlU4iD |url-status=live}}</ref> Multimillionaire [[Mike Markkula]] provided essential business expertise and funding of {{US dollar|250000|1977|round=-3|long=no}} to Jobs and Wozniak during the incorporation of Apple.<ref>{{Cite web |date=January 6, 1998 |title=Apple chronology |url=https://money.cnn.com/1998/01/06/technology/apple_chrono |access-date=May 2, 2017 |publisher=[[CNNMoney]] |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525081036/http://money.cnn.com/1998/01/06/technology/apple_chrono/ |url-status=live}}; {{Cite web |first=Ben |last=Gilbert |title=Where are the first 10 Apple employees today? |url=http://www.businessinsider.com/the-first-10-apple-employees-2016-12 |website=[[Business Insider]] |date=December 26, 2016 |access-date=May 2, 2017 |archive-date=March 30, 2019 |archive-url=https://web.archive.org/web/20190330085628/https://www.businessinsider.com/the-first-10-apple-employees-2016-12 |url-status=live}}</ref> During the first five years of operations, revenue grew exponentially, doubling about every four months. Between September 1977 and September 1980, yearly sales grew from $775,000 to {{US dollar|118}}&nbsp;million, an average annual growth rate of 533%.<ref>[[Infinite Loop]] {{Cite book|author-link=Michael S. Malone |first=Michael S. |last=Malone |year=1999 |title=Infinite loop: how the world's most insanely great computer company went insane |isbn=978-0-385-48684-2 |oclc=971131326 |url=https://archive.org/details/infiniteloophoww00malo |___location=New York |publisher=Currency/Doubleday |page=157}}; {{Cite web |last=McCracken |first=Harry |date=April 1, 2016 |title=Apple's sales grew 150x between 1977–1980 |url=https://news.fastcompany.com/apples-sales-grew-150x-between-1977-1980-4001956 |access-date=May 2, 2017 |website=[[Fast Company]] |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525081616/https://news.fastcompany.com/apples-sales-grew-150x-between-1977-1980-4001956 |url-status=dead}}</ref>

The [[Apple II series|Apple II]] was introduced on [[April 16]] [[1977]] at the first [[West Coast Computer Faire]]. Despite a price higher than competitors, it quickly pulled away from its two main rivals, the [[TRS-80]] and [[Commodore PET]], to become the market leader (and the symbol of the personal computing phenomenon) in the late 70s due to its color graphics, high build quality, and open [[computer architecture|architecture]]. While early models used ordinary cassette tapes as storage devices, this was quickly superseded by the introduction of a 5 1/4 inch [[floppy disk]] drive and interface, the [[Disk II]].

The [[Apple II (1977 computer)|Apple II]], also designed by Wozniak, was introduced on April 16, 1977, at the first [[West Coast Computer Faire]].{{Sfn|Linzmayer|2004|page=12}} It differs from its major rivals, the [[TRS-80]] and [[Commodore PET]], because of its character cell-based color graphics and [[open architecture]]. The Apple I and early Apple II models use ordinary [[Cassette tape|audio cassette tapes]] as storage devices, which were superseded by the {{Fraction|5|1|4}}-inch [[floppy disk]] drive and interface called the [[Disk II]] in 1978.{{Sfn|Linzmayer|2004|pages=13–15}}<ref>{{Cite web |last=Weyhrich |first=Steven |date=April 21, 2002 |title=Apple II History Chapter 4 |url=http://apple2history.org/history/ah04 |access-date=August 18, 2008 |archive-date=August 1, 2010 |archive-url=https://web.archive.org/web/20100801191644/http://apple2history.org/history/ah04/ |url-status=live}}</ref>

Another key to success for Apple was software. The Apple II was chosen by programmers [[Dan Bricklin]] and [[Bob Frankston]] to be the desktop platform for the first "[[killer application|killer app]]" of the business world&mdash;the [[VisiCalc]] [[spreadsheet]] program.<ref name="lemvc">{{cite web|last=Hormby|first=Thomas|title=VisiCalc and the rise of the Apple II|work=[[Low End Mac]]|date=[[2006-09-22]]|url=http://lowendmac.com/orchard/06/0922.html|accessdate=2007-03-02}}</ref> VisiCalc created a business market for the Apple II, and the corporate market attracted many more software and hardware developers to the machine, as well as giving home users an additional reason to buy one&mdash;compatibility with the office.<ref name="lemvc"/> (See the timeline for dates of Apple II family model releases&mdash;the 1977 Apple II and its younger siblings the II+, IIe, IIc, and II<small>GS</small>.)

[[File:Apple II Plus cropped.jpg|thumb|left|The [[Apple II]], introduced in 1977 and designed primarily by Wozniak, was the company's first major success.]]

According to Brian Bagnall's book, "On the Edge" (pg. 109-112), Apple exaggerated their sales figures and that Apple was a distant 3rd place until VisiCalc came along. VisiCalc was first released on Apple II due to the fact that Commodore and Tandy computers were tied up at the moment in VisiCalc's software development office due to their popularity. VisiCalc's association with Apple was thus pure happenstance, not a technical decision. And even after VisiCalc, Apple II didn't surpass [[TRS-80|Tandy TRS-80]], whose sales were helped by the large number of Radio Shack stores. However, VisiCalc did put Apple ahead of Commodore's PET, at least in the US. (Commodore later regained the lead for a while with the [[Commodore 64]] in the mid 80's, the best selling single model of computer to date.){{fact|date=April 2007}}

The Apple II was chosen to be the desktop platform for the first [[killer application]] of the business world: [[VisiCalc]], a [[spreadsheet]] [[computer program|program]] released in 1979.{{Sfn|Linzmayer|2004|pages=13–15}} 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,{{Sfn|Linzmayer|2004|pages=13–15}} but Apple II market share remained behind [[home computer]]s made by competitors such as [[Atari, Inc.|Atari]], [[Commodore International|Commodore]], and [[Tandy Computers|Tandy]].<ref>{{Cite book |last=Bagnall |first=Brian |title=On the Edge: The Spectacular Rise and Fall of Commodore |publisher=Variant Press |year=2005 |isbn=978-0-9738649-0-8 |pages=109–112}}; [http://www.jeremyreimer.com/total_share.html Personal Computer Market Share: 1975–2004] {{Webarchive |url=https://web.archive.org/web/20120606003537/http://www.jeremyreimer.com/total_share.html |date=June 6, 2012}} The figures show Mac higher, but that is not a single model.</ref><ref>{{Cite web |url=https://arstechnica.com/features/2005/12/total-share/ |title=Total share: 30 years of personal computer market share figures |first=Jeremy |last=Reimer |date=December 15, 2005 |website=Ars Technica |accessdate=September 1, 2023|archive-date=June 7, 2012|archive-url=https://web.archive.org/web/20120607023023/http://arstechnica.com/features/2005/12/total-share/|url-status=live}}</ref>

On December 12, 1980, Apple went public with an [[initial public offering]] (IPO) on the fully electronic [[NASDAQ Stock Market]], selling 4.6 million shares at $22 per share ($.10 per share when adjusting for [[stock split]]s {{As of|2022|09|03|lc=y|df=US}}),<ref name="Apple FAQ" /> generating over $100&nbsp;million, which was more capital than any IPO since [[Ford Motor Company]] in 1956.<ref name="EDNAAPLSTOCK">{{Cite web |last=Deffree |first=Suzanne |date=December 12, 2018 |title=Apple IPO makes instant millionaires, December 12, 1980 |url=https://www.edn.com/electronics-blogs/edn-moments/4403276/Apple-IPO-makes-instant-millionaires--December-12--1980 |access-date=May 16, 2019 |archive-date=June 10, 2019 |archive-url=https://web.archive.org/web/20190610002442/https://www.edn.com/electronics-blogs/edn-moments/4403276/Apple-IPO-makes-instant-millionaires--December-12--1980 |url-status=live}}</ref> By the end of the day, around 300&nbsp;millionaires were created, including Jobs and Wozniak, from a stock price of $29 per share<ref name="DEDIPO">{{Cite web |last=Dilger |first=Daniel Eran |date=December 12, 2013 |title=Apple, Inc. stock IPO created 300 millionaires 33 years ago today |url=http://appleinsider.com/articles/13/12/12/apple-inc-stock-ipo-created-300-millionaires-33-years-ago-today |access-date=April 18, 2017 |website=[[AppleInsider]] |archive-date=March 30, 2019 |archive-url=https://web.archive.org/web/20190330102914/https://appleinsider.com/articles/13/12/12/apple-inc-stock-ipo-created-300-millionaires-33-years-ago-today |url-status=live}}</ref> and a market cap of $1.778&nbsp;billion.<ref name="EDNAAPLSTOCK" /><ref name="DEDIPO" />

By the end of the 1970s, Jobs and his partners had a staff of computer designers and a [[production line]]. The Apple II was succeeded by the [[Apple III]] in May 1980 as the company struggled to compete against [[IBM]] and [[Microsoft]] in the lucrative business and corporate computing market. The designers of the Apple III were forced to comply with Jobs' request to omit the cooling fan, and this ultimately resulted in thousands of recalled units due to overheating.<ref>{{cite web|last=Joshua|first=Coventry|title=Apple III Chaos: What Happened When Apple Tried to Enter the Business Market|publisher=[[Low End Mac]]|date=[[2006-09-01]]|url=http://lowendmac.com/coventry/06/0901.html|accessdate=2007-03-02}}</ref> An updated version was introduced in 1983, but it was also a failure due to bad press and wary buyers. Nevertheless, the principals of the company persevered with further innovations and marketing.

=== 1980–1990: Success with Macintosh ===

In the early 1980s, IBM and Microsoft continued to gain market share at Apple's expense in the personal computer industry. A fundamentally different business model evolved, once cloners [[IBM PC compatible|forced-open]] the [[IBM PC]] hardware standard against IBM's will. The [[IBM PC compatible|IBM compatible]] hardware market became highly competitive, with clones running a bundled Microsoft [[MS-DOS]] OS, or running a competing [[DOS|IBM-style DOS]] such as [[DR DOS]].

{{See also|List of Mac models|Timeline of the Apple II family}}

[[File:Steve Jobs and Macintosh computer, January 1984, by Bernard Gotfryd - edited 2.jpg|thumb|[[Steve Jobs]] in 1984 with the [[Macintosh 128k|Macintosh]], the first mass-market personal computer to feature an integral [[graphical user interface]] and [[computer mouse|mouse]]]]

In December 1979, Steve Jobs and Apple employees, including [[Jef Raskin]], visited [[Xerox PARC]], where they observed the [[Xerox Alto]], featuring a [[graphical user interface]] (GUI). Apple subsequently negotiated access to PARC's technology, leading to Apple's option to buy shares at a preferential rate. This visit influenced Jobs to implement a GUI in Apple's products, starting with the [[Apple Lisa]]. Despite being pioneering as a mass-marketed GUI computer, the Lisa suffered from high costs and limited software options, leading to commercial failure.

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.<ref name="TheVerge">{{Cite web |date=June 27, 2013 |title=Steve Wozniak on Newton, Tesla, and why the original Macintosh was a 'lousy' product |url=https://www.theverge.com/2013/6/27/4468314/steve-wozniak-on-how-the-newton-changed-his-life |archive-url=https://web.archive.org/web/20160312014832/http://www.theverge.com/2013/6/27/4468314/steve-wozniak-on-how-the-newton-changed-his-life |archive-date=March 12, 2016 |access-date=June 25, 2018}}</ref> Jobs was also hostile to the Apple II division, which at the time, generated most of the company's revenue.<ref name="rice19850415" />

Apple's sustained growth during the early 1980s was partly due to its leadership in the education sector because of their adaption of the programming language [[Logo (programming language)|LOGO]], which was used in many schools with the [[Apple II]]. The drive into education was accentuated in [[California]] with the donation of one Apple II and one Apple LOGO software package to each public school in the state. The deal concluded between Steve Jobs and Jim Baroux of [[LCSI]], and having required the support of [[Sacramento]], established a strong and pervasive presence for Apple in all schools throughout California. The initial conquest of education environments was critical to Apple's acceptance in the home where the earliest purchases of computers by parents was in support of children's continued learning experience.

In 1984, Apple launched the Macintosh, the first personal computer without a bundled [[programming language]].<ref name="IsProgramingObsolete">{{Cite web |last=Harvey |first=Brian |date=1994 |title=Is Programing Obsolete? |url=http://www.eecs.berkeley.edu/~bh/obsolete.html |url-status=dead |archive-url=https://web.archive.org/web/20131005000323/http://www.eecs.berkeley.edu/~bh/obsolete.html |archive-date=October 5, 2013 |access-date=June 14, 2013 |publisher=Electrical Engineering and Computer Sciences, [[University of California, Berkeley]]}}</ref> Its debut was signified by "[[1984 (advertisement)|1984]]", a {{US dollar|1.5}}&nbsp;million television advertisement directed by [[Ridley Scott]] that aired during the third quarter of [[Super Bowl XVIII]] on January 22, 1984.<ref>{{Cite web |last=Friedman |first=Ted |title=Apple's 1984: The Introduction of the Macintosh in the Cultural History of Personal Computers |url=http://www.duke.edu/~tlove/mac.htm |url-status=dead |archive-url=https://web.archive.org/web/20121014051705/http://www.duke.edu/~tlove/mac.htm |archive-date=October 14, 2012}}</ref> This was hailed as a watershed event for Apple's success<ref>{{Cite news |last=Maney |first=Kevin |date=January 28, 2004 |title=Apple's '1984' Super Bowl commercial still stands as watershed event |work=[[USA Today]] |url=https://usatoday30.usatoday.com/tech/columnist/kevinmaney/2004-01-28-maney_x.htm |access-date=April 18, 2017 |archive-date=March 13, 2018 |archive-url=https://web.archive.org/web/20180313054828/https://usatoday30.usatoday.com/tech/columnist/kevinmaney/2004-01-28-maney_x.htm |url-status=live}}</ref> and was called a "masterpiece" by [[CNN]]<ref>{{Cite web |last=Leopold |first=Todd |date=February 3, 2006 |title=Why 2006 isn't like '1984' |url=https://edition.cnn.com/2006/SHOWBIZ/02/02/eye.ent.commercials/ |access-date=April 18, 2017 |publisher=[[CNN]] |archive-date=April 5, 2014 |archive-url=https://web.archive.org/web/20140405133016/http://edition.cnn.com/2006/SHOWBIZ/02/02/eye.ent.commercials |url-status=live}}</ref> and one of the greatest TV advertisements of all time by ''[[TV Guide]]''.<ref>{{Cite web |date=October 12, 1999 |title=The greatest commercials of all time |url=https://www.tvguide.com/tv/magazine/990628/ftr6.asp |url-status=dead |archive-url=https://web.archive.org/web/19991012071246/http://www.tvguide.com/tv/magazine/990628/ftr6.asp |archive-date=October 12, 1999 |access-date=April 18, 2017 |website=[[TV Guide]]}}; {{Cite web |first=Aaron |last=Taube |title=How The Greatest Super Bowl Ad Ever – Apple's '1984' – Almost Didn't Make It To Air |url=http://www.businessinsider.com/apple-super-bowl-retrospective-2014-1 |website=[[Business Insider]] |date=January 22, 2014 |access-date=April 18, 2017 |archive-date=March 30, 2019 |archive-url=https://web.archive.org/web/20190330104642/https://www.businessinsider.com/apple-super-bowl-retrospective-2014-1 |url-status=live}}</ref>

===1981 to 1989: Lisa and Macintosh===

[[Image:Ad apple 1984.jpg|left|thumb|The rebel from Apple's [[1984 (television commercial)|1984 ad]], set in a [[dystopia]]n future modeled after the [[George Orwell|Orwell]] novel ''[[Nineteen Eighty-Four]]'', set the tone for the introduction of the Macintosh]]Jobs and several other Apple employees including [[Jef Raskin]] visited [[Xerox PARC]] in December 1979 to see the [[Xerox Alto|Alto computer]]. Xerox granted Apple engineers three days of access to the PARC facilities in return for selling them US$1 million in pre-[[IPO]] Apple stock (approximately US$18 million net).

The advertisement created great interest in [[Macintosh 128K|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 {{nowrap|128 kilobytes}} of RAM, which limited its speed and software in favor of aspiring for a projected price point of {{US dollar|1000|1984|round=-2|long=no}}. The Macintosh shipped for {{US dollar|2495|1984|round=-2|long=no}}, a price panned by critics due to its slow performance.<ref>{{Harvnb|Linzmayer|2004|page=98}}; {{Harvnb|Swaine|2014|pages=441–443}}; {{Cite book |last=Isaacson |first=Walter |title=Steve Jobs |title-link=Steve Jobs (book) |publisher=[[Simon and Schuster]] |year=2015 |isbn=978-1-5011-2762-5}} pp. 186–187; {{Cite book |first=Andy |last=Hertzfeld |year=2005 |title=Revolution in The Valley: The Insanely Great Story of How the Mac Was Made |publisher=O'Reilly Media |isbn=978-0-596-00719-5}}</ref>{{Rp|195}} In early 1985, this sales slump triggered a power struggle between Steve Jobs and CEO [[John Sculley]], who had been hired away from [[PepsiCo|Pepsi]] two years earlier by Jobs<ref>{{Harvnb|Linzmayer|2004|page=156}}; {{Harvnb|Isaacson|2015|pages=153–154}}</ref> saying, "Do you want to sell sugar water for the rest of your life or come with me and change the world?"<ref>{{Cite web |last=Gallo |first=Carmine |date=January 22, 2014 |title=How Steve Jobs And Bill Gates Inspired John Sculley To Pursue The 'Noble Cause |url=https://www.forbes.com/sites/carminegallo/2016/11/12/how-steve-jobs-and-bill-gates-inspired-john-sculley-to-pursue-the-noble-cause/#9eaee3232bd5 |access-date=March 31, 2019 |website=[[Forbes]] |archive-date=March 31, 2019 |archive-url=https://web.archive.org/web/20190331065556/https://www.forbes.com/sites/carminegallo/2016/11/12/how-steve-jobs-and-bill-gates-inspired-john-sculley-to-pursue-the-noble-cause/#9eaee3232bd5 |url-status=live}}</ref> Sculley removed Jobs as the head of the Macintosh division, with unanimous support from the Apple board of directors.<ref>{{Cite book |last1=Schlender |first1=Brent |title=Becoming Steve Jobs: The Evolution of a Reckless Upstart into a Visionary Leader |last2=Tetzeli |first2=Rick |date=2016 |publisher=Crown Business; Reprint edition |isbn=978-0-385-34742-6 |ref={{harvid|Schlender|2016}} |pages=87–92}}; {{Harvnb|Linzmayer|2004|page=156}}</ref>

Jobs was immediately convinced that all future computers would use a [[GUI]], and decided to take over design of Apple's first project, the [[Apple Lisa]], to produce such a device. The Lisa was named after Jobs' daughter (however, a [[backronym]],<ref name="lemlisa">{{cite web|last=Hormby|first=Thomas|title=A history of Apple's Lisa, 1979-1986|publisher=[[Low End Mac]]|date=[[2005-10-06]]|url=http://lowendmac.com/orchard/05/1005.html|accessdate=2007-03-02}}</ref> Local Integrated Software Architecture, was coined). He was eventually pushed from the group due to infighting, and instead took over Jef Raskin's low-cost computer project, the [[Macintosh]]. Branding the new effort as the product that would "save Apple", an intense [[turf war]] broke out between the Lisa's "corporate shirts" and Jobs' Macintosh "[[pirates]]", both teams claiming they would ship first and be more successful. In 1983 the Lisa team won the race and Apple introduced the first personal computer to be sold to the public with a GUI. However, the Lisa was a commercial failure as a result of its high price tag (US$9,995) and limited software titles.<ref name="lemlisa"/>

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.{{Sfn|Linzmayer|2004|pages=156–157}} [[Jean-Louis Gassée]] informed Sculley that Jobs had been attempting to organize a [[coup d'état#Other|boardroom coup]], and called an emergency meeting at which Apple's executive staff sided with Sculley, and stripped Jobs of all operational duties.{{Sfn|Linzmayer|2004|pages=156–157}} Jobs resigned from Apple in September 1985 and took several Apple employees with him to found [[NeXT]].<ref>{{Cite news |last=Spector |first=G |date=September 24, 1985 |title=Apple's Jobs Starts New Firm, Targets Education Market |page=109 |work=[[PC Week]]}}</ref> 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".<ref name="rice19850415">{{Cite news |last=Rice |first=Valerie |date=April 15, 1985 |title=Unrecognized Apple II Employees Exit |page=35 |work=[[InfoWorld]] |url=https://books.google.com/books?id=zC4EAAAAMBAJ&pg=PA35 |access-date=November 6, 2017 |archive-date=March 1, 2023 |archive-url=https://web.archive.org/web/20230301054845/https://books.google.com/books?id=zC4EAAAAMBAJ&pg=PA35 |url-status=live}}</ref><ref name="wozemployee">{{Cite news |date=January 3, 2018 |title=I Never Left Apple |language=en-US |work=Offally Woz |url=http://woz.org/letters/never-left-apple |access-date=October 2, 2018 |archive-date=October 2, 2018 |archive-url=https://web.archive.org/web/20181002215223/http://woz.org/letters/never-left-apple/ |url-status=live}}</ref><ref>{{Cite news |title=CNN.com Video |work=[[CNN]] |url=http://www.cnn.com/video/?/video/bestoftv/2011/08/25/exp.piers.wozniak.jobs.reaction.cnn |access-date=March 27, 2019 |archive-date=February 3, 2014 |archive-url=https://web.archive.org/web/20140203113642/http://www.cnn.com/video/?%2Fvideo%2Fbestoftv%2F2011%2F08%2F25%2Fexp.piers.wozniak.jobs.reaction.cnn |url-status=live}}</ref> Wozniak remained employed by Apple as a representative,<ref name="wozemployee" /> receiving a stipend estimated to be $120,000 per year.<ref name="iWoz" /> Jobs and Wozniak remained Apple shareholders following their departures.<ref name="wozstock">[http://www.fool.com/research/2000/features000302.htm Apple's ''Other'' Steve (Stock Research)] {{Webarchive |url= https://web.archive.org/web/20061019134707/http://www.fool.com/research/2000/features000302.htm |date= October 19, 2006}} March 2, 2000, [[The Motley Fool]].</ref>

In 1984, drawing upon its experience with the Lisa, Apple next launched the Macintosh. Its debut was announced by a single national broadcast of the now famous US$1.5 million television commercial, "[[1984 (television commercial)|1984]]", based on [[George Orwell]]'s novel ''[[1984 (novel)|Nineteen Eighty-Four]]''. The commercial was directed by [[Ridley Scott]] and aired during [[Super Bowl XVIII]] on [[January 22]] [[1984]]. Jobs' intention with the ad was to represent the IBM PC as [[Big Brother (1984)|Big Brother]], and the Macintosh as a nameless female action hero portrayed by [[Anya Major]]. While the Macintosh initially sold well, follow-up sales were not particularly strong.<ref name="lem1985">{{cite web|last=Hormby|first=Thomas|title=Good-bye Woz and Jobs: How the first Apple era ended in 1985|publisher=[[Low End Mac]]|date=[[2006-10-02]]|url=http://lowendmac.com/orchard/06/1002.html|accessdate=2007-03-02]]}}</ref> The machine's fortunes changed with the introduction of the [[LaserWriter]], the first [[laser printer]] to be offered at a reasonable price point, and [[PageMaker]], an early [[desktop publishing]] (DTP) package. The Mac was particularly powerful in this market due to its advanced graphics capabilities, a side-effect of the GUI, and it can be said that the combination of these three products are responsible for the creation of the DTP market. As DTP became widespread, Apple's sales reached a series of new highs.

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 [[PostScript]] [[laser printer]]. [[PageMaker]], an early [[desktop publishing]] application taking advantage of the PostScript language, was also released by [[Aldus Corporation]] in July 1985.{{Sfn|Linzmayer|2004|pages=158–159}} It has been suggested that the combination of Macintosh, LaserWriter, and PageMaker was responsible for the creation of the [[desktop publishing]] market.<ref>{{Cite web |title=The History of Desktop Publishing |url=https://www.lifewire.com/when-was-desktop-publishing-invented-1073863 |url-status=live |archive-url=https://web.archive.org/web/20210227131823/https://www.lifewire.com/when-was-desktop-publishing-invented-1073863 |archive-date=February 27, 2021 |access-date=April 30, 2007 |publisher=[[Lifewire]]}}</ref>

In anticipation of the Macintosh launch, [[Bill Gates]], co-founder and chairman of [[Microsoft]], was given several Macintosh prototypes in 1983 to develop software. While the company was indeed ready with its [[BASIC]] and the [[MultiPlan]] spreadsheet at the Macintosh's launch,<ref name="lem1985"/> in 1985 Microsoft launched Windows, its own GUI for IBM PCs. Although sales started slow, by the mid 1990s it became the most commonly-used desktop operating system, cutting strongly into Macintosh's sales.

This dominant position in the desktop publishing market<ref>{{Cite book |last=Swaine |first=Michael |title=Fire in the Valley: The Birth and Death of the Personal Computer |publisher=Pragmatic Bookshelf |year=2014 |isbn=978-1-68050-352-4}} pp. 359–363</ref> 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 user]]s 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 Gassée's slogan of "fifty-five or die", referring to the 55% [[profit margin]]s of the [[Macintosh II]].<ref name="insidestoryCarlton">{{Cite book |last=Carlton |first=Jim |url=https://archive.org/details/appleinsidestory00carl |title=Apple: The inside story of intrigue, egomania, and business blunders |publisher=[[Random House]] |year=1997 |isbn=978-0-8129-2851-8 |___location=New York}}</ref>{{Rp|79–80}}

An internal power struggle developed between Jobs and new CEO [[John Sculley]] in 1985.<ref name="lemsculley">{{cite web|last=Hormby|first=Thomas|title=Growing Apple with the Macintosh: The Sculley years|publisher=[[Low End Mac]]|date=[[2006-02-22]]|url=http://lowendmac.com/orchard/06/0222.html|accessdate=2007-03-02}}</ref> Apple's [[board of directors]] sided with Sculley and Jobs was removed from his managerial duties.<ref name="lem1985"/> Jobs later resigned from Apple and founded [[NeXT|NeXT Inc.]], a computer company that built machines with futuristic designs and ran the UNIX-derived [[NeXTStep]] operating system. Although powerful, NeXT computers never caught on with buyers, due in part to their high purchase price.

This policy began to backfire late in the decade as desktop publishing programs appeared on [[IBM PC compatible]]s 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 [[Economics of Christmas|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.<ref name="insidestoryCarlton" />{{Rp|117–129}} 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]].{{Sfn|Linzmayer|2004|page=184–185}} Gassée left the company later that year to set up a rival, [[Be Inc.]]{{Sfn|Linzmayer|2004|page=160}}

===1989 to 1991: The Golden Age===

[[Image:Macintosh portable.jpg|thumb|right|The [[Macintosh Portable]] was Apple's first "portable" Macintosh computer, released in 1989.]]Having learned several painful lessons after introducing the bulky [[Macintosh Portable]] in 1989, Apple turned to industrial designers and adopted a product strategy based in three portable devices. One portable was built by [[Sony]], which had a strong reputation for designing small, durable and functional electronics devices. Sony took the specs of the Mac Portable, put in a smaller two-hour battery, a much smaller (physically) 20&nbsp;[[megabyte|MB]] [[hard disk|hard drive]] and a smaller nine-inch [[liquid crystal display|passive matrix screen]].<ref name="lempb">{{cite web|last=Hormby|first=Thomas|title=Birth of the PowerBook: How Apple took over the portable market in 1991|publisher=[[Low End Mac]]|date=[[2005-11-23]]|url=http://lowendmac.com/orchard/05/1123.html|accessdate=2007-03-02}}</ref>

=== 1990–1997: Decline and restructuring ===

Called the [[PowerBook 100]], this landmark product was introduced in 1991 and established the modern form and [[ergonomics|ergonomic]] layout of the [[laptop computer]].<ref name="lempb"/> This solidified Apple's reputation as a quality manufacturer, both of desktop and now portable machines.{{fact|date=January 2007}} The same year, Apple introduced a massive upgrade to the Mac OS, in the form of [[System 7 (Macintosh)|System 7]]. Although resource-hungry (for the era), System 7 dramatically improved the Macintosh experience, adding color to the interface, simplifying common operations, and introducing a number of powerful new networking capabilities. System 7 would be the basis for the Mac OS until 2001.

[[File:Apple macintosh lcII.jpg|thumb|Macintosh [[LC II]]]]

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 generated significant sales due to pent-up demand.{{Sfn|Linzmayer|2004|page=128}} In 1991, Apple introduced the hugely successful [[PowerBook 100 series|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.

The success of the lower-cost Macs and the PowerBook brought increasing revenue.<ref name="lemsculley">{{Cite web |last=Hormby |first=Thomas |date=February 22, 2006 |title=Growing Apple with the Macintosh: The Sculley years |url=http://lowendmac.com/orchard/06/john-sculley-years-apple.html |access-date=March 2, 2007 |website=[[Low End Mac]] |archive-date=March 25, 2014 |archive-url=https://web.archive.org/web/20140325231124/http://lowendmac.com/orchard/06/john-sculley-years-apple.html |url-status=live}}</ref> 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.<ref>{{Cite magazine |date=January 2004 |title=MacAddict |url=https://archive.org/stream/MacAddict-089-200401/MacAddict-089-200401-BobKiwi-v1_djvu.txt |magazine=[[MacAddict]] |issue=89 |access-date=April 1, 2017}}</ref>[[File:Apple PenLite prototype, 1992.jpg|thumb|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 (platform)|Newton]].<ref>{{Cite web |title=Exclusive: New pics of Apple's unreleased tablet prototype from 1992 – and the Mac that flew on the Space Shuttle |url=http://www.stuff.tv/news/exclusive-new-pics-apples-unreleased-tablet-prototype-1992-and-mac-flew-space-shuttle |access-date=April 14, 2016 |publisher=stuff.tv |archive-date=March 31, 2019 |archive-url=https://web.archive.org/web/20190331081051/https://www.stuff.tv/news/exclusive-new-pics-apples-unreleased-tablet-prototype-1992-and-mac-flew-space-shuttle |url-status=live}}</ref>]]

The success of the PowerBook and several other Apple products during this period led to increasing revenue.<ref name="lemsculley"/> The computer press listened to Apple press releases with rapt attention and speculation was rife about what projects from Apple's famed Advanced Technology Group would next come to market. Apple merely had to mention a technology, [[Taligent]] for instance, for people to christen it the "new standard".<ref name="lempink">{{cite web|last=Hormby|first=Thomas|title=Pink: Apple's first stab at a modern operating system|publisher=[[Low End Mac]]|date=[[2005-10-26]]|url=http://lowendmac.com/orchard/05/1026.html|accessdate=2007-03-02}}</ref> For some time, it appeared that Apple could do no wrong, introducing new products that were the best on the market, and generating increasing profits in the process. The [[magazine]] ''[[MacLife|MacAddict]]'' named the period between 1989 to 1991 the "first golden age" of the Macintosh.

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 [[Macintosh Quadra|Quadra]] series, the mid-range [[Macintosh Centris|Centris]] series, and the consumer-marketed [[Performa]] series. This led to significant consumer confusion between so many models.<ref name="vawperforma">{{Cite web |title=Macintosh Performa |url=http://www.vectronicsappleworld.com/profiles/performa.html |archive-url=https://web.archive.org/web/20130419164519/http://www.vectronicsappleworld.com/profiles/performa.html |archive-date=April 19, 2013 |access-date=November 29, 2010 |publisher=Vectronics Apple World}}</ref>

In 1993, 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.<ref>{{Cite web |date=July 10, 2002 |title=The Apple IIGS, Cont |url=http://apple2history.org/history/ah11.html |archive-url=https://web.archive.org/web/20080912044443/http://apple2history.org/history/ah11.html |archive-date=September 12, 2008 |access-date=July 8, 2017 |website=Apple II History}}</ref> The [[Apple IIe]] was discontinued in 1993.<ref>{{Cite web |last=Edwards |first=Benj |date=January 18, 2013 |title=30 years of the Apple Lisa and the Apple IIe |url=https://www.macworld.com/article/2025408/30-years-of-the-apple-lisa-and-the-apple-iie.html |access-date=July 8, 2017 |website=[[Macworld]] |publisher=[[International Data Group]] |archive-date=August 19, 2020 |archive-url=https://web.archive.org/web/20200819175606/https://www.macworld.com/article/2025408/30-years-of-the-apple-lisa-and-the-apple-iie.html |url-status=live}}</ref>

The continuing development of [[Microsoft Windows]] eventually resulted in an interface that was competitive with Apple's. Combined with a huge base of low-cost computers and peripherals and an improving software suite, an increasing number of potential customers turned to the "[[Wintel]]" standard instead.

Apple experimented with several other unsuccessful consumer targeted products during the 1990s, including [[QuickTake]] [[digital camera]]s, [[PowerCD]] portable CD audio players, [[AppleDesign Powered Speakers|speakers]], the [[Apple Pippin|Pippin]] video game console, the [[eWorld]] online service, and [[Apple Interactive Television Box]]. Enormous resources were invested in the problematic [[Newton (platform)|Newton]] tablet division, based on John Sculley's unrealistic market forecasts.<ref>{{Cite web |last=Huddleston |first=Tom Jr. |date=January 12, 2021 |title=From Atari's 'Pong' console to the first CD player and Xbox: 10 of the biggest tech products to debut at Las Vegas' famous Consumer Electronics Show |url=https://www.cnbc.com/2021/01/12/biggest-tech-products-to-debut-at-ces-over-the-years.html |url-status=live |archive-url=https://web.archive.org/web/20210218151001/https://www.cnbc.com/2021/01/12/biggest-tech-products-to-debut-at-ces-over-the-years.html |archive-date=February 18, 2021 |access-date=May 10, 2021 |website=[[CNBC]] |language=en-US}}</ref>

Apple, relying on high profit margins to maintain their massive R&D budget, never developed a clear response. Instead they sued [[Microsoft]] for [[theft]] of [[intellectual property]].<ref name="lemms">{{cite web|last=Hormby|first=Thomas|title=The Apple vs. Microsoft GUI lawsuit|publisher=[[Low End Mac]]|date=[[2006-08-25]]|url=http://lowendmac.com/orchard/06/0825.html|accessdate=2007-03-02}}</ref> The lawsuit dragged on for years before finally being thrown out of court. Worse, the lawsuit distracted management while a deep rot developed within the engineering ranks, which became increasingly unmanageable. At first there was little outward sign of the problem, but a series of major product flops and missed deadlines destroyed Apple's reputation of invincibility.

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.<ref>{{Cite web |title=1990–1995: Why the World Went Windows |url=http://www.roughlydrafted.com/RD/Q4.06/3EC02E78-FD4D-4CDF-92A0-9C4CBDFAB3D2.html |url-status=dead |archive-url=https://web.archive.org/web/20120104160236/http://www.roughlydrafted.com/RD/Q4.06/3EC02E78-FD4D-4CDF-92A0-9C4CBDFAB3D2.html |archive-date=January 4, 2012 |access-date=August 12, 2008 |website=Roughly Drafted}}</ref> Apple relied on high profit margins and never developed a clear response; it sued Microsoft for making a GUI similar to the [[Apple Lisa|Lisa]] in ''[[Apple Computer, Inc. v. Microsoft Corp.]]''<ref name="lemms">Hormby, Thomas. [http://lowendmac.com/orchard/06/apple-vs-microsoft.html The Apple vs. Microsoft GUI lawsuit] {{Webarchive|url=https://web.archive.org/web/20080304145809/http://lowendmac.com/orchard/06/apple-vs-microsoft.html |date=March 4, 2008 }}, ''[[Low End Mac]]'', August 25, 2006. Retrieved March 2, 2007.</ref> The lawsuit dragged on for years and was finally dismissed. 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]].<ref>{{Cite web |title=Michael Spindler: The Peter Principle at Apple |url=http://lowendmac.com/orchard/06/michael-spindler-apple.html |url-status=live |archive-url=https://web.archive.org/web/20080908030156/http://lowendmac.com/orchard//06/michael-spindler-apple.html |archive-date=September 8, 2008 |access-date=August 12, 2008}}</ref>

[[Image:Quicktake 200 front.jpg|thumb|left|A [[Apple QuickTake|QuickTake]] 200 [[digital camera]], released in 1997. The QuickTake line of cameras was not successful for Apple.]]At about the same time, Apple branched out into consumer electronics. One example of this product diversification was the [[Apple QuickTake]] digital camera, one of the first digital cameras brought to the consumer market. A more famous example was the [[Apple Newton|Newton]], [[coined]] a [[Personal digital assistant|PDA]] by Sculley, that was introduced in 1993. Though it failed commercially, it defined and launched the new category of computing and was a forerunner and inspiration of devices such as [[Palm Pilot]] and [[PocketPC]].

[[File:PowerMac 6100-66b.JPG|left|thumb|The [[Power Macintosh 6100]], introduced in 1994, was Apple's first new home computer model after the switch to [[PowerPC]] processors.]]

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.<ref>{{Cite web |title=Power Macintosh 6100 |url=http://www.apple-history.com/body.php?page=gallery&model=6100&performa=off&sort=date&order=ASC&range= |access-date=August 12, 2008 |archive-date=September 11, 2007 |archive-url=https://web.archive.org/web/20070911010221/http://www.apple-history.com/body.php?page=gallery |url-status=live}}</ref>

In the wake of the alliance, Apple opened up to the idea of allowing Motorola and other companies to build [[Macintosh clone]]s. 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.{{sfn|Linzmayer|2004|pp=[https://books.google.com/books?id=mXnw5tM8QRwC&pg=PA254 254–256]}}

During the 1990s, Apple greatly expanded its computer lineup. It offered a multitude of models ("[[Macintosh Quadra|Quadra 840av]]", "[[Macintosh Performa|Performa 6116]]"), but many felt Apple failed to adequately differentiate one model from another and the cost of supporting so many products adversely affected profitability. Apple lost market share to Microsoft Windows, particularly [[Windows 95]] &mdash; a major turning point in the history of the rival [[Microsoft Windows|Windows]] operating system.

In 1996, Spindler was replaced as CEO by [[Gil Amelio]], who was hired for his reputation as a corporate rehabilitator. Amelio made deep changes, including extensive layoffs and cost-cutting.<ref>Chaffin, Bryan. [http://www.macobserver.com/article/2001/02/06.13.shtml "Former Apple CEO Gil Amelio Lands A New CEO Job | The Mac Observer"] {{Webarchive|url=https://web.archive.org/web/20171128173134/https://www.macobserver.com/article/2001/02/06.13.shtml |date=November 28, 2017 }}, The Mac Observer, February 6, 2001. Retrieved August 15, 2008.</ref>

===1994 to 1997: Attempts at reinvention===

[[Image:Apple_Headquarters_Sign_ByDay.jpg|thumb|Apple Inc., [[Infinite Loop (street)|1 Infinite Loop]], [[Cupertino]], [[California|CA]].]]By the mid-90s, Apple realized that it had to reinvent the Macintosh in order to stay competitive in the market. The needs of both computer users and computer programs were becoming, for a variety of technical reasons, harder for the existing hardware and operating system to address.

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.<ref>{{Cite web |title=1990–1995: Hitting the Wall |url=http://www.roughlydrafted.com/RD/Home/B8DA34A3-333B-4204-BDF3-E74608998702.html |url-status=live |archive-url=https://web.archive.org/web/20080924063130/http://www.roughlydrafted.com/RD/Home/B8DA34A3-333B-4204-BDF3-E74608998702.html |archive-date=September 24, 2008 |access-date=August 14, 2008 |website=Roughly Drafted}}</ref> This led to the [[Taligent|Pink]] project in 1988, [[A/UX]] that same year, [[Copland (operating system)|Copland]] in 1994, and evaluated the purchase of [[BeOS]] in 1996. Talks with Be stalled when the CEO, former Apple executive [[Jean-Louis Gassée]], demanded $300&nbsp;million in contrast to Apple's $125&nbsp;million offer.<ref>{{Cite web |last=Tom |first=Hormby |date=August 10, 2013 |title=The Rise and Fall of Apple's Gil Amelio |url=http://lowendmac.com/2013/the-rise-and-fall-of-apples-gil-amelio |access-date=March 28, 2015 |website=Low End Mac |publisher=Cobweb Publishing, Inc. |archive-date=March 29, 2015 |archive-url=https://web.archive.org/web/20150329041618/http://lowendmac.com/2013/the-rise-and-fall-of-apples-gil-amelio/ |url-status=live}}</ref> Only weeks away from [[bankruptcy]],<ref>{{Cite web |last=Thompson |first=Ben |author-link=Ben Thompson (writer) |date=February 5, 2018 |title=Apple's Middle Age |url=https://stratechery.com/2018/apples-middle-age |access-date=March 31, 2019 |website=[[Stratechery]] |archive-date=March 31, 2019 |archive-url=https://web.archive.org/web/20190331171319/https://stratechery.com/2018/apples-middle-age/ |url-status=live}}</ref> Apple's board preferred [[NeXTSTEP]] and purchased [[NeXT]] in late 1996 for $400&nbsp;million, retaining [[Steve Jobs]].<ref>{{Cite web |last=Kawamoto |first=Dawn |date=December 20, 1996 |title=Apple acquires Next, Jobs |url=https://www.cnet.com/tech/tech-industry/apple-acquires-next-jobs/ |access-date=October 26, 2022 |website=CNET |language=en |archive-date=June 6, 2022 |archive-url=https://web.archive.org/web/20220606093742/https://www.cnet.com/tech/tech-industry/apple-acquires-next-jobs/ |url-status=live}}</ref>

In 1994 Apple surprised its loyalists by allying with its long-time competitor IBM and CPU maker [[Motorola]] in the so-called [[AIM alliance]]. This was a bid to create a new computing platform (the [[PowerPC Reference Platform]] or PReP), which would use IBM and Motorola hardware coupled with Apple's software. The AIM alliance hoped that PReP's performance and Apple's software would leave the PC far behind, thus countering Microsoft, which had become Apple's chief competitor.

=== 1997–2007: Return to profitability ===

As the first step toward launching the PReP platform, Apple started the [[Power Macintosh]] line in 1994, using IBM's [[PowerPC]] processor. This processor utilized a [[RISC]] architecture, which differed substantially from the Motorola [[68k]] series that had been used by all previous Macs. Apple's OS was rewritten so that most software for the older Macs could run on the PowerPC series (in [[emulation]]).

The NeXT acquisition was finalized on February 9, 1997,<ref name="archive">{{Webarchive |url= https://web.archive.org/web/*/product.info.apple.com/pr/press.releases/1997/q2/970207.pr.rel.next.html |date=* |title=Apple Computer, Inc. Finalizes Acquisition of NeXT Software Inc.}}, ''Apple Inc.'', February 7, 1997. Retrieved June 25, 2006.</ref> and the board brought Jobs back to Apple as an advisor. On July 9, 1997, Jobs staged a boardroom coup, which resulted in Amelio's resignation after overseeing a three-year record-low stock price and crippling financial losses. 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.<ref name="Entrepreneur20111027">{{Cite web |last=Fell |first=Jason |date=October 27, 2011 |title=How Steve Jobs Saved Apple |url=https://www.entrepreneur.com/article/220604 |access-date=January 24, 2022 |website=Entrepreneur |language=en |archive-date=January 24, 2022 |archive-url=https://web.archive.org/web/20220124054654/https://www.entrepreneur.com/article/220604 |url-status=live}}</ref>

The next month, in August 1997, Steve Jobs convinced Microsoft to make a $150&nbsp;million investment in Apple and a commitment to continue developing Mac software.<ref>{{Cite news |last1=Chrasekaran |first1=Rajiv |last2=Shannon |first2=Victoria |date=August 7, 1997 |title=Struggling Apple gets boost from Microsoft |newspaper=[[The Washington Post]] |url=https://www.washingtonpost.com/archive/politics/1997/08/07/struggling-apple-gets-boost-from-microsoft/41cfacec-5ec8-413b-a967-dd0f98a7c1e7/ |access-date=January 24, 2022 |archive-date=January 19, 2023 |archive-url=https://web.archive.org/web/20230119143823/https://www.washingtonpost.com/archive/politics/1997/08/07/struggling-apple-gets-boost-from-microsoft/41cfacec-5ec8-413b-a967-dd0f98a7c1e7/ |url-status=live}}</ref> 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.<ref>{{Cite news |last=Young |first=Steve |date=August 8, 1997 |title=Apple bailout questioned |work=CNN Money |url=https://money.cnn.com/1997/08/08/technology/apple_microsoft_pkg/ |access-date=January 24, 2022 |archive-date=January 24, 2022 |archive-url=https://web.archive.org/web/20220124054636/https://money.cnn.com/1997/08/08/technology/apple_microsoft_pkg/ |url-status=live}}</ref> 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.<ref>{{Cite web |date=December 29, 2011 |title=Stanford archives offer look into Apple history |url=https://www.engadget.com/2011-12-29-stanford-archives-offer-look-into-apple-history.html |access-date=January 18, 2024 |website=Yahoo Finance |language=en-US |archive-date=January 18, 2024 |archive-url=https://web.archive.org/web/20240118204645/https://www.engadget.com/2011-12-29-stanford-archives-offer-look-into-apple-history.html |url-status=live}}</ref><ref>{{Cite web |date=December 29, 2011 |title=Apple's origins stored in secret Stanford archive |url=https://www.seattletimes.com/business/apples-origins-stored-in-secret-stanford-archive/ |access-date=January 18, 2024 |website=The Seattle Times |language=en-US |archive-date=January 18, 2024 |archive-url=https://web.archive.org/web/20240118204645/https://www.seattletimes.com/business/apples-origins-stored-in-secret-stanford-archive/ |url-status=live}}</ref> He ended the Mac clone deals and in September 1997, purchased the largest clone maker, [[Power Computing]].<ref>{{Cite web |date=February 18, 2012 |title=Power Computing Corporation |url=https://support.apple.com/kb/TA37306?locale=en_US |access-date=May 10, 2017 |website=Official Apple Support |publisher=Apple Inc. |archive-date=March 25, 2021 |archive-url=https://web.archive.org/web/20210325120812/https://support.apple.com/kb/TA37306?locale=en_US |url-status=live}}</ref> On November 10, 1997, the [[Apple Store (online)|Apple Store website]] launched, which was tied to a new build-to-order manufacturing model similar to PC manufacturer [[Dell]]'s success.<ref>{{Cite web |last=Harreld |first=Heather |date=January 5, 1997 |title=Apple gains tech, agency customers in Next deal |url=http://www.fcw.com/print/3_1/news/64412-1.html?type=pf |archive-url=https://web.archive.org/web/20081206061012/http://www.fcw.com/print/3_1/news/64412-1.html?type=pf |archive-date=December 6, 2008 |access-date=August 15, 2008 |website=[[Federal Computer Week]]}}; {{Cite news |date=November 10, 1997 |title=Apple unveils new marketing strategy |work=[[Knight Ridder]]/[[Tribune News Service]] |url=http://www.accessmylibrary.com/coms2/summary_0286-5564882_ITM|url-status=dead|access-date=August 15, 2008|archive-url=https://web.archive.org/web/20081113132409/http://www.accessmylibrary.com/coms2/summary_0286-5564882_ITM|archive-date=November 13, 2008}}</ref> The moves paid off for Jobs; at the end of his first year as CEO, the company had a $309&nbsp;million profit.<ref name="Entrepreneur20111027" />

{{Multiple image

Throughout the mid to late 1990s, Apple tried to improve its operating system's multitasking and memory management. After first attempting to modify its existing code, Apple realized that it would be better to start with an entirely new operating system and then modify it to fit the Macintosh interface. Apple did some preliminary work with IBM towards this goal with the Taligent project, but that project never produced a replacement operating system. A new internal effort, [[Copland (operating system)|Copland]], ran afoul of Apple's now uncontrollable engineering and became a massive failure. A new attempt was made with the [[Gershwin operating system]].

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On May 6, 1998, Apple introduced a new all-in-one computer reminiscent of the original Macintosh: the [[IMac G3|iMac]]. The iMac was a huge success, with 800,000 units sold in its first five months,<ref name="800kimacs">{{Cite web |last=Apple Canada Inc |date=January 5, 1999 |title=800,000 iMacs Sold in First 139 Days |url=http://www.ebooklyn.net/p/800000-imacs-sold-in-first-139-days.html |url-status=dead |archive-url=https://web.archive.org/web/20141108074139/http://www.ebooklyn.net/p/800000-imacs-sold-in-first-139-days.html |archive-date=November 8, 2014 |access-date=January 26, 2008}}</ref> and ushered in major shifts in the industry by abandoning legacy technologies like the [[Floppy disk|{{Fraction|3|1|2}}-inch diskette]], being an early adopter of the [[USB]] connector, and coming pre-installed with Internet connectivity (the "i" in iMac)<ref name="Alyson Raletz">{{Cite web |last=Raletz |first=Alyson |date=June 7, 2012 |title=Man who came up with iMac name tells what the 'i' stands for |url=http://www.bizjournals.com/kansascity/blog/2012/06/man-who-came-up-with-imac-name-tells.html?page=all |access-date=March 30, 2013 |website=Kansas City Business Journal |archive-date=November 6, 2012 |archive-url=https://web.archive.org/web/20121106125948/http://www.bizjournals.com/kansascity/blog/2012/06/man-who-came-up-with-imac-name-tells.html?page=all |url-status=live}}</ref> 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.<ref name="Time">{{Cite magazine |last=John Arlidge |date=March 17, 2014 |title=Jonathan Ive Designs Tomorrow |magazine=Time |url=https://time.com/jonathan-ive-apple-interview/ |access-date=March 22, 2014 |archive-date=March 21, 2014 |archive-url=https://web.archive.org/web/20140321233000/http://time.com/jonathan-ive-apple-interview/ |url-status=live}}</ref><ref>[[Lev Grossman|Grossman, Lev]]. [https://web.archive.org/web/20070114062907/http://www.time.com/time/magazine/article/0,9171,1576854,00.html The Apple Of Your Ear], ''[[Time (magazine)|Time]]'', January 12, 2007. Retrieved February 1, 2007; Wilson, Greg. [https://web.archive.org/web/20080228235549/http://www.nydailynews.com/news/2007/01/14/2007-01-14_private_icreator_is_genius_behind_apples.html Private iCreator is genius behind Apple's polish], ''[[New York Daily News]]'', January 14, 2007. Retrieved February 1, 2007.</ref>

In 1995 Apple in their attempt of reinvention tried to break into the Gaming Industry with the [[Apple Pippin]]. Despite the success of competiting game consoles like [[Sony Playstation]], [[Nintendo 64]], and [[Sega Saturn]], Pippin experienced very limited success and as little as 5000 units were sold worldwide<ref>http://darkwatcher.psxfanatics.com/console/pippin.htm</ref> and there was a very small variety of games available for those who did own a console. Overall this was a failure for Apple; its scope was more general purpose than hardcore gaming which resulted in the console being expensive and underpowered compared to its rivals.

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.<ref>{{Cite web |date=July 26, 2019 |title=The one thing Steve Jobs did that turned around Apple |url=https://www.launchtomorrow.com/2019/07/the-one-thing-steve-jobs-did-that-turned-around-apple |access-date=January 24, 2022 |website=Launch Tomorrow |language=en-US |archive-date=March 30, 2022 |archive-url=https://web.archive.org/web/20220330020730/https://www.launchtomorrow.com/2019/07/the-one-thing-steve-jobs-did-that-turned-around-apple |url-status=dead}}</ref>

They then investigated using [[Be Inc.]]'s [[BeOS]], [[NeXT]]'s [[NeXTSTEP]] OS, and also Microsoft's [[Windows NT]]. NeXTSTEP was chosen, and this supplied the platform for the modern [[Mac OS X]]. On [[February 7]] [[1997]], Apple completed its purchase of NeXT and its NeXTSTEP operating system, thus bringing Steve Jobs back into Apple.<ref>{{cite press release|title=Apple Computer, Inc. Finalizes Acquisition of NeXT Software Inc.|url=http://web.archive.org/web/*/product.info.apple.com/pr/press.releases/1997/q2/970207.pr.rel.next.html|publisher=Apple Inc.|date=[[1997-02-07]]|accessdate=2006-06-25}}</ref> On [[July 9]] [[1997]], [[Gil Amelio]] was ousted as CEO of Apple by the board of directors after overseeing a 12-year record-low stock price and crippling financial losses. Jobs stepped in as the interim CEO and began a critical restructuring of the company's product line.

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.<ref>{{Cite web |date=October 25, 2006 |title=Why Apple Bounced Back |url=http://www.roughlydrafted.com/RD/Q4.06/8F4B780E-674F-4421-A44D-7B1EAE9C1BA6.html |access-date=November 8, 2014 |website=Roughly Drafted |archive-date=August 15, 2018 |archive-url=https://web.archive.org/web/20180815205629/http://www.roughlydrafted.com/RD/Q4.06/8F4B780E-674F-4421-A44D-7B1EAE9C1BA6.html |url-status=live}}; {{Cite web |date=June 7, 2013 |title=A new beginning or swan song for Final Cut Pro X |url=http://www.grreporter.info/en/new_beginning_or_swan_song_final_cut_pro_x/9411 |access-date=November 8, 2014 |website=GR Reporter |publisher=GRRreporter Ltd |archive-date=April 2, 2019 |archive-url=https://web.archive.org/web/20190402132734/http://www.grreporter.info/en/new_beginning_or_swan_song_final_cut_pro_x/9411 |url-status=live}}</ref> Key Grip's development also led to Apple's release of the consumer video-editing product [[iMovie]] in October 1999.<ref name="Bell">{{Cite web |last=Matt Bell, Mark Wherry |date=September 2002 |title=APPLE/EMAGIC TAKEOVER The Inside Story Of The Deal That Changed The Music World |url=http://www.soundonsound.com/sos/sep02/articles/emagic.asp |url-status=dead |archive-url=https://web.archive.org/web/20141108080250/https://www.soundonsound.com/sos/sep02/articles/emagic.asp |archive-date=November 8, 2014 |access-date=November 8, 2014 |website=Sound on Sound |publisher=SOS Publications Group}}</ref> 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.<ref name="Bell" /> In 2000, Apple purchased the [[SoundJam MP]] audio player software from [[Casady & Greene]]. Apple renamed the program [[iTunes]], simplified the user interface and added CD burning.<ref>{{Cite web |last=Seff |first=Jonathan |date=May 1, 2001 |title=The Song Is Over for SoundJam |url=https://www.macworld.com/article/1002145/11soundjam.html |access-date=December 16, 2017 |website=[[Macworld]] |publisher=[[International Data Group]] |archive-date=April 2, 2019 |archive-url=https://web.archive.org/web/20190402152452/https://www.macworld.com/article/1002145/11soundjam.html |url-status=live}}</ref>

At the 1997 [[Macworld Expo]], [[Steve Jobs]] announced that Apple would be entering into partnership with [[Microsoft]]. Settlement discussions regarding Apple's [[Apple Computer, Inc. v. Microsoft Corp.|"Look and Feel" lawsuit]] and the [[San Francisco Canyon Company|"QuickTime piracy" lawsuit]] resulted in a five-year commitment from Microsoft to release [[Microsoft Office]] for Macintosh as well as a US$150 million investment in non-voting Apple stock. (This event is often inaccurately described as a "bailout" of Apple by Microsoft. Microsoft later sold its shares for a tidy profit.) It was also announced that [[Internet Explorer for Mac|Internet Explorer]] would be shipped as the default browser on the Macintosh. Microsoft chairman [[Bill Gates]] appeared at the expo on a large screen, further explaining Microsoft's plans for the software they were developing for the Macintosh and stating that he was very excited to be helping Apple. After this, Steve Jobs said:{{cquote|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 needs 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 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 should treat the company that puts it out with a little bit of gratitude; we like their software.

In 2001, Apple changed course with three announcements. 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. Second, in May 2001, the first two [[Apple Store]] retail locations opened in Virginia and California, offering an improved presentation of the company's products.<ref>{{Cite web |title=Apple Stores 2001–2003 |url=http://www.ifoapplestore.com/stores/chronology_2001-2003.html |url-status=dead |archive-url=https://web.archive.org/web/20110927210608/http://www.ifoapplestore.com/stores/chronology_2001-2003.html |archive-date=September 27, 2011 |access-date=October 7, 2011 |publisher=IFO Apple Store}}</ref><ref name="First stores" /><ref name="MacRumors stores" /> At the time, many speculated that the stores would fail, but they became highly successful, and the first of more than 500 stores around the world.<ref name="fortune-best-retailer" /><ref name="storelist" /> Third, on October 23, 2001, the [[iPod]] portable digital audio player debuted. The product was first sold on November 10, 2001, and was extremely successful, with over 100&nbsp;million units sold within six years.<ref>[http://news.bbc.co.uk/2/hi/business/4625262.stm Apple enjoys ongoing iPod demand] {{Webarchive|url=https://web.archive.org/web/20171128173200/http://news.bbc.co.uk/2/hi/business/4625262.stm |date=November 28, 2017 }}, [[BBC News]], January 18, 2006. Retrieved April 27, 2007; Cantrell, Amanda. [https://money.cnn.com/2006/03/29/technology/apple_anniversary Apple's remarkable comeback story] {{Webarchive|url=https://web.archive.org/web/20200915151355/https://money.cnn.com/2006/03/29/technology/apple_anniversary/ |date=September 15, 2020 }}, [[CNN]], March 29, 2006. Retrieved March 2, 2007.</ref>[[File:ITunes Store Songs Sales.jpg|thumb|The iTunes Store was highly successful in shaping the legal [[music download]]ing industry; chart shows the number of songs sold from 2003 to 2010.]]

So, the era of setting this thing 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.<ref>{{cite web|title=Macworld 1997: The Microsoft Deal|url=http://video.google.com/videoplay?docid=-3896484412928227820|publisher=Google Video|date=[[1997-02-07]]|accessdate=2007-01-04}}</ref>}}

In 2003, the [[iTunes Store]] was introduced with [[music download]]s for 99¢ a song and iPod integration. It quickly became the market leader in online music services, with over 5&nbsp;billion downloads by June 19, 2008.<ref>{{Cite web |last=Chacksfield |first=Marc |date=June 19, 2008 |title=iTunes hits 5 billion downloads |url=http://www.techradar.com/news/internet/itunes-hits-5-billion-downloads-397997 |access-date=May 24, 2017 |website=[[TechRadar]] |publisher=[[Future plc]] |archive-date=April 3, 2019 |archive-url=https://web.archive.org/web/20190403082332/https://www.techradar.com/news/internet/itunes-hits-5-billion-downloads-397997 |url-status=live}}; {{Cite web |last=Skillings |first=Jon |date=June 19, 2008 |title=Apple's iTunes hits 5 billion mark |url=https://www.cnet.com/news/apples-itunes-hits-5-billion-mark |access-date=May 24, 2017 |website=[[CNET]] |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525081517/https://www.cnet.com/news/apples-itunes-hits-5-billion-mark/ |url-status=live}}</ref> Two years later, the iTunes Store was the world's largest music retailer.<ref>{{Cite news |last1=Griggs |first1=Brandon |last2=Leopold |first2=Todd |date=April 26, 2013 |title=How iTunes changed music, and the world |publisher=[[CNN]] |url=https://edition.cnn.com/2013/04/26/tech/web/itunes-10th-anniversary |access-date=May 24, 2017 |archive-date=December 3, 2013 |archive-url=https://web.archive.org/web/20131203003319/http://edition.cnn.com/2013/04/26/tech/web/itunes-10th-anniversary |url-status=live}}; {{Cite web |last=Arthur |first=Charles |date=April 28, 2013 |title=iTunes is 10 years old today. Was it the best idea Apple ever had? |url=https://www.theguardian.com/technology/2013/apr/28/itunes-10-years-old-best-idea-apple-ever-had |access-date=May 24, 2017 |website=[[The Guardian]] |archive-date=April 3, 2019 |archive-url=https://web.archive.org/web/20190403082324/https://www.theguardian.com/technology/2013/apr/28/itunes-10-years-old-best-idea-apple-ever-had |url-status=live}}</ref>

In 2002, Apple purchased [[Nothing Real]] for its advanced digital [[compositing]] application [[Shake (software)|Shake]],<ref>Chaffin, Bryan. [http://www.macobserver.com/article/2002/02/07.6.shtml "Apple Shake: Apple Buys Nothing Real, A High End Compositing Software Maker"] {{Webarchive|url=https://web.archive.org/web/20171128173026/https://www.macobserver.com/article/2002/02/07.6.shtml |date=November 28, 2017 }}, ''The Mac Observer'', February 7, 2002. Retrieved August 15, 2008.</ref> and [[Emagic]] for the music productivity application [[Logic Pro|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.<ref>{{Cite web |last=Deitrich |first=Andy |date=February 2, 2004 |title=Garage Band |url=https://arstechnica.com/features/2004/02/garageband |access-date=March 23, 2017 |website=[[Ars Technica]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324084409/https://arstechnica.com/features/2004/02/garageband/ |url-status=live}}</ref> The release of [[iPhoto]] that year completed the [[iLife]] suite.<ref>[https://web.archive.org/web/20151030021825/https://www.apple.com/pr/library/2002/01/07Apple-Introduces-iPhoto.html Apple Introduces iPhoto], Apple Inc., January 7, 2002. Retrieved October 30, 2015.</ref>

On [[November 10]] [[1997]], Apple announced a new online [[Apple Store (online)|retail store]], based upon the [[WebObjects]] application server the company had acquired in its purchase of [[NeXT]]. The new direct sales outlet was also tied to a new build-to-order manufacturing strategy and announced at the same time as new machines using the G3 [[PowerPC]] processor.

[[File:MacBook Pro.jpg|thumb|left|The [[MacBook Pro]] is Apple's first laptop with an [[Intel]] microprocessor, introduced in 2006.]]

===1998 to 2005: New beginnings===

At the [[Worldwide Developers Conference]] keynote address on June 6, 2005, Jobs announced that Apple would move away from PowerPC processors, and the [[Mac transition to Intel processors|Mac would transition to Intel processors]] in 2006.<ref name="printel">[https://www.apple.com/newsroom/2005/06/06Apple-to-Use-Intel-Microprocessors-Beginning-in-2006 Apple to Use Intel Microprocessors Beginning in 2006] {{Webarchive|url=https://web.archive.org/web/20180130185804/https://www.apple.com/newsroom/2005/06/06Apple-to-Use-Intel-Microprocessors-Beginning-in-2006 |date=January 30, 2018 }}, Apple Inc., June 6, 2005. Retrieved March 2, 2007.</ref> 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.<ref name="printel" /> The Power Mac, iBook, and PowerBook brands were retired during the transition; the [[Mac Pro]], [[MacBook]], and MacBook Pro became their respective successors.<ref>{{Cite web |last=Johnson |first=Bobbie |date=August 10, 2006 |title=Bye-bye Power Mac... hello Mac Pro |url=https://www.theguardian.com/technology/2006/aug/10/applemacs.guardianweeklytechnologysection |access-date=March 23, 2017 |website=[[The Guardian]] |archive-date=April 3, 2019 |archive-url=https://web.archive.org/web/20190403090703/https://www.theguardian.com/technology/2006/aug/10/applemacs.guardianweeklytechnologysection |url-status=live}}; {{Cite web |date=May 16, 2006 |title=Apple Unveils New MacBook Featuring Intel Core Duo Processors |url=https://www.apple.com/newsroom/2006/05/16Apple-Unveils-New-MacBook-Featuring-Intel-Core-Duo-Processors |publisher=Apple Inc. |access-date=November 6, 2017 |archive-date=November 7, 2017 |archive-url=https://web.archive.org/web/20171107002431/https://www.apple.com/newsroom/2006/05/16Apple-Unveils-New-MacBook-Featuring-Intel-Core-Duo-Processors/ |url-status=live}}</ref> Apple also introduced [[Boot Camp (software)|Boot Camp]] in 2006 to help users install [[Windows XP]] or [[Windows Vista]] on their Intel Macs alongside Mac OS X.<ref>{{Cite news |last=Hesseldahl |first=Arik |date=April 5, 2006 |title=News Flash: Apple Introduces 'Boot Camp' To Run Windows XP on Macs |work=[[BusinessWeek]] |publisher=[[Bloomberg L.P.]] |url=https://www.bloomberg.com/bw/stories/2006-04-04/news-flash-apple-introduces-boot-camp-to-run-windows-xp-on-macs |access-date=August 18, 2008 |archive-date=March 4, 2016 |archive-url=https://web.archive.org/web/20160304001009/http://www.bloomberg.com/bw/stories/2006-04-04/news-flash-apple-introduces-boot-camp-to-run-windows-xp-on-macs |url-status=live}}</ref>

[[Image:Steve Jobs with iMac.jpg|thumb|right|[[Steve Jobs]] introducing the original [[iMac]] computer in 1998.]]On [[August 15]] [[1998]], Apple introduced a new all-in-one Macintosh reminiscent of the original [[Macintosh 128K]]: the [[iMac]]. The iMac design team was led by [[Jonathan Ive]], who later designed the iPod and the iPhone.<ref name="levgrossman">{{cite news|last=Grossman|first=Lev|url=http://www.time.com/time/magazine/article/0,9171,1576854,00.html|title=The Apple Of Your Ear|work=[[Time (magazine)|TIME]]|date=[[2007-01-12]]|accessdate=2007-02-01}}</ref><ref>{{cite news|last=Wilson|first=Greg|url=http://www.nydailynews.com/business/story/488512p-411422c.html|title=Private iCreator is genius behind Apple's polish|work=New York Daily News|date=[[2007-01-14]]|accessdate=2007-02-01}}</ref> While technically unimpressive, it featured an innovative new translucent plastic exterior, originally in [[Bondi blue (color)|Bondi Blue]], but later many other colors. The iMac proved phenomenally successful, selling close to 800,000 units in its first five months and significantly boosting the company's revenue and profitability. Thanks in part to the iMac, fiscal 1998 was Apple's first profitable year since 1993. The iMac is now considered an industrial design icon of the late 90s.

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.<ref>{{Cite web |last1=Carter |first1=Shawn M. |last2=Martin |first2=Emmie |date=August 2, 2018 |title=If you invested $1,000 in Apple 10 years ago, here's how much you'd have now |url=https://www.cnbc.com/2018/08/02/if-you-invested-1000-dollars-in-apple-10-years-ago-youd-have-this-now.html |access-date=April 5, 2020 |website=CNBC |language=en |archive-date=April 3, 2020 |archive-url=https://web.archive.org/web/20200403062834/https://www.cnbc.com/2018/08/02/if-you-invested-1000-dollars-in-apple-10-years-ago-youd-have-this-now.html |url-status=live}}</ref> When Apple surpassed Dell's [[market cap]] in January 2006,<ref name="modell">Gamet, Jeff (January 16, 2006). [http://www.macobserver.com/stockwatch/2006/01/16.1.shtml Apple Passes Dell's Market Cap] {{Webarchive|url=https://web.archive.org/web/20171128173617/https://www.macobserver.com/stockwatch/2006/01/16.1.shtml |date=November 28, 2017 }}, ''The MacObserver''. Retrieved March 2, 2007.</ref> Jobs sent an email to Apple employees saying Dell's CEO [[Michael Dell]] should eat his words.<ref>{{Cite news |last=Markoff |first=John |author-link=John Markoff |date=January 16, 2006 |title=Michael Dell Should Eat His Words, Apple Chief Suggests |work=[[The New York Times]] |url=https://www.nytimes.com/2006/01/16/technology/michael-dell-should-eat-his-words-apple-chief-suggests.html |url-status=live |url-access=subscription |access-date=April 3, 2019 |archive-url=https://web.archive.org/web/20170318032151/http://www.nytimes.com/2006/01/16/technology/michael-dell-should-eat-his-words-apple-chief-suggests.html |archive-date=March 18, 2017}}</ref> Nine years prior, Dell had said that if he ran Apple he would "shut it down and give the money back to the shareholders".<ref>{{Cite web |last=Singh |first=Jai |date=October 6, 1997 |title=Dell: Apple should close shop |url=https://www.cnet.com/news/dell-apple-should-close-shop |access-date=March 23, 2017 |website=[[CNET]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324085458/https://www.cnet.com/news/dell-apple-should-close-shop/ |url-status=live}}</ref>

At the [[National Association of Broadcasters]] convention, Apple purchased the Final Cut software from [[Macromedia]], beginning its entry into the [[digital video]] editing market, and signaling a return to application development after a decade long policy of delegating non-system software to its [[Claris]] subsidiary. [[iMovie]] was released in 1999 for consumers, and [[Final Cut Pro]] was released for professionals in the same year. Final Cut Pro has gone on to be a significant video-editing program. Similarly, in 2000 Apple bought [[Astarte]]'s DVDirector software, which morphed into [[iDVD]] (for consumers) and [[DVD Studio Pro]] (for professionals) at the [[Macworld Conference and Expo]] of 2001.

=== 2007–2011: Success with mobile devices ===

In 2001, Apple introduced [[Mac OS X]], the operating system based on NeXT's [[OPENSTEP]] and [[BSD]] Unix. Aimed at consumers and professionals alike, Mac OS X sought to marry the stability, reliability and security of the [[Unix]] operating system with the ease of use afforded by a completely overhauled user interface. To aid users in moving their applications from [[Mac OS 9]], the new operating system allowed the use of OS 9 applications through Mac OS X's [[Classic (Mac OS X)|Classic environment]]. Apple's [[Carbon (API)|Carbon]] API also allowed developers to adapt their OS 9 software to use Mac OS X's features often with a simple recompile.

[[File:First iPhone Macworld 2007 DSCF1283.agr.jpg|thumb|The newly announced [[IPhone (1st generation)|first-generation iPhone]] was on display at the 2007 [[MacWorld Expo]].]]

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 broadened its focus from computers to consumer electronics.<ref>{{Cite news |date=January 11, 2007 |title=Drop the Computer |newspaper=[[The Economist]] |publisher=[[Economist Group]] |url=https://www.economist.com/business/2007/01/11/drop-the-computer |access-date=May 24, 2017 |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525090817/http://www.economist.com/node/8521960 |url-status=live}}; {{Cite news |title=What's In A Name Change? Look At Apple |url=https://www.forbes.com/2007/01/25/apple-microsoft-motorola-ent-sales-cx_kw_0125wharton.html |website=[[Forbes]] |date=January 25, 2007 |access-date= May 24, 2017 |archive-date= April 3, 2019 |archive-url= https://web.archive.org/web/20190403110914/https://www.forbes.com/2007/01/25/apple-microsoft-motorola-ent-sales-cx_kw_0125wharton.html |url-status= live}}</ref> This event also saw the announcement of the [[iPhone]]<ref>{{Cite web |date=January 9, 2007 |title=Apple Announces The iPhone |url=https://www.macrumors.com/2007/01/09/apple-announces-the-iphone |access-date=May 24, 2017 |website=[[MacRumors]] |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525081631/https://www.macrumors.com/2007/01/09/apple-announces-the-iphone/ |url-status=live}}; {{Cite news |first=Michael |last=Arrington |author-link= Michael Arrington |title=Apple Announces iPhone, Stock Soars |url=https://techcrunch.com/2007/01/09/apple-announces-iphone-stock-soars |website=[[TechCrunch]] |publisher=[[AOL]] |date=January 9, 2007 |access-date= May 24, 2017 |archive-date= May 25, 2017 |archive-url= https://web.archive.org/web/20170525081220/https://techcrunch.com/2007/01/09/apple-announces-iphone-stock-soars/ |url-status= live}}</ref> and the [[Apple TV]].<ref>{{Cite web |date=January 9, 2007 |title=Apple Announces Apple TV (Formerly 'iTV') |url=https://www.macrumors.com/2007/01/09/apple-announces-apple-tv-formerly-itv |access-date=May 24, 2017 |website=[[MacRumors]] |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525083813/https://www.macrumors.com/2007/01/09/apple-announces-apple-tv-formerly-itv/ |url-status=live}}; {{Cite web |date=January 9, 2007 |title=Apple TV Coming to Your Living Room |url=https://www.apple.com/newsroom/2007/01/09Apple-TV-Coming-to-Your-Living-Room |access-date=May 24, 2017 |publisher=Apple Inc. |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525090605/https://www.apple.com/newsroom/2007/01/09Apple-TV-Coming-to-Your-Living-Room/ |url-status=live}}</ref> The company sold 270,000 [[IPhone (1st generation)|first-generation iPhone]]s during the first 30 hours of sales,<ref>{{Cite web |last=Miller |first=Paul |date=July 25, 2007 |title=Apple sold 270,000 iPhones in the first 30 hours |url=https://www.engadget.com/2007/07/25/apple-sold-270-000-iphones-in-the-first-30-hours |access-date=May 24, 2017 |website=[[Engadget]] |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525081023/https://www.engadget.com/2007/07/25/apple-sold-270-000-iphones-in-the-first-30-hours/ |url-status=live}}</ref> and the device was called "a game changer for the industry".<ref>{{Cite web |last=Oyedele |first=Akin |date=March 21, 2016 |title=Here's how Apple shares do right after the new iPhone launches |url=http://www.businessinsider.com/apple-stock-after-iphone-launches-2016-3 |access-date=May 24, 2017 |website=[[Business Insider]] |archive-date=April 3, 2019 |archive-url=https://web.archive.org/web/20190403110155/https://www.businessinsider.com/apple-stock-after-iphone-launches-2016-3 |url-status=live}}</ref>

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.<ref>{{Cite web |last=Block |first=Ryan |author-link=Ryan Block |date=February 6, 2007 |title=A letter from Steve Jobs on DRM: let's get rid of it |url=https://www.engadget.com/2007/02/06/a-letter-from-steve-jobs-on-drm-lets-get-rid-of-it |access-date=March 23, 2017 |website=[[Engadget]] |publisher=[[AOL]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324084248/https://www.engadget.com/2007/02/06/a-letter-from-steve-jobs-on-drm-lets-get-rid-of-it/ |url-status=live}}</ref> 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.<ref>{{Cite web |last=Dalrymple |first=Jim |date=April 2, 2007 |title=Apple, EMI offer higher-quality DRM free downloads |url=https://www.macworld.com/article/57098/2007/04/drmfree.html |url-status=dead |archive-url=https://web.archive.org/web/20120104152526/http://www.macworld.com/article/57098/2007/04/drmfree.html |archive-date=January 4, 2012 |access-date=November 29, 2010 |website=[[Macworld]]}}</ref> 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.<ref>{{Cite web |date=January 6, 2009 |title=Changes Coming to the iTunes Store |url=https://www.apple.com/newsroom/2009/01/06Changes-Coming-to-the-iTunes-Store |access-date=March 23, 2014 |publisher=Apple Inc. |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525090607/https://www.apple.com/newsroom/2009/01/06Changes-Coming-to-the-iTunes-Store/ |url-status=live}}</ref>

[[Image:Applecomputerheadquarters.jpg|left|thumb|Company headquarters on [[Infinite Loop (street)|Infinite Loop]] in [[Cupertino]], [[California]].]]In May 2001, after much speculation, Apple announced the opening of the [[Apple Store (retail)|Apple retail stores]], to be located in major U.S. consumer locations. These stores were designed for two purposes: to stem the tide of Apple's declining share of the computer market and to counter a poor record of marketing Apple products by third-party retail outlets. The company faced challenges to balance the deployment of its own retail stores with its dependence on, and the demands of, its existing channel partners and dealers. Apple slowly built up the number of stores in the U.S., (now totaling 150)<ref name="No1Retail">[http://www.redherring.com/Article.aspx?a=20332&hed=How+Apple+Stores+Beat+Tiffany&sector=Industries&subsector=Computing RED HERRING - How Apple Stores beat Tiffany] Accessed [[2007-04-08]].</ref> later opening stores in [[Canada]], [[Japan]], [[United Kingdom]], and recently [[Italy]]. These efforts in retail succeeded and proved to be very profitable, averaging annual returns of US$4,032 per square foot of every store, the most in retail. These returns bested retail favorites such as [[Best Buy]] and [[Tiffany's]].<ref name="No1Retail"/>

In July 2008, Apple launched the [[App Store (iOS)|App Store]] to sell third-party applications for the iPhone and [[iPod Touch]].<ref>{{Cite news |last=Flandez |first=Raymund |date=August 5, 2008 |title=Programmers Jockey for iPhone Users at Apple Site |work=[[The Wall Street Journal]] |url=https://www.wsj.com/articles/SB121789232442511743 |url-access=subscription |access-date=August 16, 2008 |archive-date=April 3, 2019 |archive-url=https://web.archive.org/web/20190403110148/https://www.wsj.com/articles/SB121789232442511743 |url-status=live}}</ref> Within a month, the store sold 60&nbsp;million applications and registered an average daily revenue of $1&nbsp;million, with Jobs speculating in August 2008 that the App Store could become a billion-dollar business for Apple.<ref>{{Cite web |last=McLaughlin |first=Kevin |date=August 11, 2008 |title=Apple's Jobs Gushes Over App Store Success |url=http://www.crn.com/software/210002313 |archive-url=https://web.archive.org/web/20100301213959/http://crn.com/software/210002313 |archive-date=March 1, 2010 |access-date=August 16, 2008 |publisher=The Channel Wire}}</ref> By October 2008, Apple was the third-largest mobile handset supplier in the world due to the popularity of the iPhone.<ref>{{Cite magazine |last=Chen |first=Brian |date=October 21, 2008 |title=Jobs: Apple Is Third Largest Handset Supplier |url=https://www.wired.com/epicenter/2008/10/with-iphone-app |magazine=[[Wired (magazine)|Wired]] |access-date=March 23, 2014 |archive-date=November 11, 2011 |archive-url=https://web.archive.org/web/20111111185853/http://www.wired.com/epicenter/2008/10/with-iphone-app/ |url-status=live}}</ref>

On [[October 23]] [[2001]] Apple introduced its first [[iPod]] portable [[digital audio player]] and released it on [[November 10]] of that year, a product that has proven phenomenally successful. Nearly 100 million units have been sold even though it was not originally perceived to be a successful product.<ref>{{cite web|title=Apple enjoys ongoing iPod demand|publisher=[[BBC News]]|date=[[2006-01-18]]|url=http://news.bbc.co.uk/2/hi/business/4625262.stm|accessdate=2007-03-02}}</ref> Apple's [[iTunes Store]] was introduced soon after, offering online music downloads for US 99¢ a song and integration with the iPod. The service quickly became the market leader in online music services, with over 2 billion downloads by January 2007.<ref>{{cite press release|title=iTunes Store Tops Two Billion Songs|publisher=Apple Inc.|date=[[2007-01-09]]|url=http://www.apple.com/pr/library/2007/01/09itunes.html|accessdate=2007-03-02}}</ref>

[[File:IPod classic in dock.jpg|thumb|A docked [[iPod Classic]]; Apple worked with other manufacturers to implement purpose-built "[[MFi Program|Made for iPod]]" docking stations.]]

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".<ref>{{Cite press release |title=Apple Media Advisory |date=January 14, 2009 |publisher=Apple Inc. |url=https://www.apple.com/newsroom/2009/01/14Apple-Media-Advisory |last1=Jobs |first1=Steve |access-date=March 23, 2014 |author-link1=Steve Jobs |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525091217/https://www.apple.com/newsroom/2009/01/14Apple-Media-Advisory/ |url-status=live}}</ref> Though Jobs was absent, Apple recorded its best non-holiday quarter (Q1 FY 2009) during [[late-2000s recession|the recession]], with revenue of $8.16&nbsp;billion and profit of $1.21&nbsp;billion.<ref>{{Cite web |title=Apple Inc, Form 10-Q, Quarterly Report, Filing Date Apr 23, 2009 |url=http://edgar.secdatabase.com/2508/119312509085781/filing-main.htm |access-date=March 8, 2013 |publisher=secdatabase.com |archive-date=May 2, 2013 |archive-url=https://web.archive.org/web/20130502065621/http://edgar.secdatabase.com/2508/119312509085781/filing-main.htm |url-status=live}}; {{Cite web |date=April 22, 2009 |title=Apple reports the best non-holiday quarter in its history |url=http://www.betanews.com/article/Apple-reports-the-best-nonholiday-quarter-in-its-history/1240433273 |access-date=November 22, 2010 |publisher=[[Betanews]] |archive-date=April 25, 2009 |archive-url=https://web.archive.org/web/20090425074450/http://www.betanews.com/article/Apple-reports-the-best-nonholiday-quarter-in-its-history/1240433273 |url-status=live}}</ref>

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.<ref>{{Cite news |title=Apple iPad reaches 1 million sales faster than iPhone |language=en-US |work=[[Reuters]] |url=https://www.reuters.com/article/us-apple-ipad/apple-ipad-reaches-1-million-sales-faster-than-iphone-idUSTRE64002T20100503 |access-date=September 10, 2018 |archive-date=April 3, 2019 |archive-url=https://web.archive.org/web/20190403110147/https://www.reuters.com/article/us-apple-ipad/apple-ipad-reaches-1-million-sales-faster-than-iphone-idUSTRE64002T20100503 |url-status=live}}</ref> In May 2010, Apple's market cap exceeded that of competitor [[Microsoft]] for the first time since 1989.<ref>{{Cite news |date=May 27, 2010 |title=Apple passes Microsoft to be biggest tech company |work=[[BBC News]] |url=http://news.bbc.co.uk/1/hi/business/10168684.stm |url-status=live |access-date=May 29, 2010 |archive-url=https://web.archive.org/web/20100529063247/http://news.bbc.co.uk/1/hi/business/10168684.stm |archive-date=May 29, 2010}}</ref>

In 2002 Apple purchased [[Nothing Real]] and their advanced digital compositing application [[Shake (software)|Shake]], raising Apple's professional commitment even higher. In the same year they also acquired [[Emagic]], and with it, obtained their professional-quality music productivity application [[Logic Pro|Logic]], which led to the development of their consumer-level [[GarageBand]] application. With [[iPhoto]]'s release in 2002, this completed Apple's collection of consumer and professional level creativity software, with the consumer-level applications being collected together into the [[iLife]] suite.

In June 2010, Apple released the [[iPhone 4]],<ref>{{Cite press release |title=Apple Presents iPhone 4 |publisher=Apple Inc. |url=https://www.apple.com/newsroom/2010/06/07Apple-Presents-iPhone-4 |url-status=live |archive-url=https://web.archive.org/web/20110903135840/http://www.apple.com/pr/library/2010/06/07Apple-Presents-iPhone-4.html |archive-date=September 3, 2011}}; {{Cite news |last=Beaumont |first=Claudine |date=June 24, 2010 |title=Apple iPhone 4: Full review |language=en-GB |work=[[The Daily Telegraph|The Telegraph]] |url=https://www.telegraph.co.uk/technology/apple/7849655/Apple-iPhone-4-Full-review.html |url-status=live |url-access=subscription |access-date=September 10, 2018 |archive-url=https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/technology/apple/7849655/Apple-iPhone-4-Full-review.html |archive-date=January 10, 2022 |issn=0307-1235}}{{cbignore}}</ref> which introduced [[video calling]] using [[FaceTime]], [[computer multitasking|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-touch]] [[iPod Nano]], an iPod Touch with [[FaceTime]], and an [[iPod Shuffle]] that brought back the [[clickwheel]] buttons of earlier generations.<ref>{{Cite web |last=Topolsky |first=Joshua |author-link=Joshua Topolsky |date=September 7, 2010 |title=iPod touch review (2010) |url=https://www.engadget.com/2010/09/07/ipod-touch-review-2010 |access-date=March 23, 2017 |website=[[Engadget]] |publisher=[[AOL]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324084759/https://www.engadget.com/2010/09/07/ipod-touch-review-2010/ |url-status=live}}; {{Cite press release |title=Apple Reinvents iPod nano With Multi-Touch Interface |date=September 1, 2010 |publisher=Apple Inc. |url=https://www.apple.com/newsroom/2010/09/01Apple-Reinvents-iPod-nano-With-Multi-Touch-Interface |access-date=November 11, 2010 |url-status=live |archive-url=https://web.archive.org/web/20101115202127/http://www.apple.com/pr/library/2010/09/01ipodnano.html |archive-date=November 15, 2010}}; {{Cite web |last=Bell |first=Donald |date=September 7, 2010 |title=Apple iPod Shuffle 2010 (2&nbsp;GB) review |url=https://www.cnet.com/reviews/apple-ipod-shuffle-2010-2gb-review |access-date=April 4, 2019 |website=[[CNet]] |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404032559/https://www.cnet.com/reviews/apple-ipod-shuffle-2010-2gb-review/ |url-status=live}}</ref> It also introduced the smaller, cheaper second-generation Apple TV which allowed the rental of movies and shows.<ref name="yahoo1">{{Cite news |last1=Mintz |first1=Jessica |last2=Robertson |first2=Jordan |title=Apple unveils new TV box for renting movies, shows |work=[[Yahoo! News]] |publisher=[[Yahoo!]] |url=https://news.yahoo.com/s/ap/20100901/ap_on_hi_te/us_tec_apple |access-date=September 2, 2010 |archive-url=https://web.archive.org/web/20100902211653/https://news.yahoo.com/s/ap/20100901/ap_on_hi_te/us_tec_apple |archive-date=September 2, 2010}}</ref>

Apple progressively abandoned flashy colors in favor of white [[polycarbonate]] for consumer lines such as the iMac and iBook, as well as the educational [[eMac]], and metal enclosures for the professional lines. This began with the 2001 release of the [[titanium]] PowerBook and was followed by the 2001 white iBook, the 2002 flat-panel iMac, the 2003 [[Power Mac G5]], and the 2004 Apple Cinema Displays. Divergent to this consumer/professional identity, the low-cost [[Mac mini]] has an aluminum case while featuring the distinctive white polycarbonate top.

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".<ref name="JobsLeave2011">{{Cite news |date=January 17, 2011 |title=Apple boss Steve Jobs takes 'medical leave' |work=[[BBC News]] |url=https://www.bbc.co.uk/news/technology-12205173 |url-status=live |access-date=January 17, 2011 |archive-url=https://web.archive.org/web/20110119050439/http://www.bbc.co.uk/news/technology-12205173 |archive-date=January 19, 2011}}</ref> Apple became the most valuable consumer-facing brand in the world.<ref>{{Cite web |last=Indvik |first=Lauren |date=May 9, 2011 |title=Apple Now World's Most Valuable Brand |url=http://mashable.com/2011/05/09/apple-google-brandz-study |access-date=October 7, 2011 |website=[[Mashable]] |archive-date=April 3, 2019 |archive-url=https://web.archive.org/web/20190403110200/https://mashable.com/2011/05/09/apple-google-brandz-study/ |url-status=live}}</ref> 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.<ref>{{Cite news |last=Helft |first=Miguel |date=June 6, 2011 |title=Apple Unveils a 'Cloud' Music and Storage Service |work=[[The New York Times]] |url=https://www.nytimes.com/2011/06/07/technology/07apple.html |url-access=limited |access-date=June 7, 2011 |archive-url=https://ghostarchive.org/archive/20220101/https://www.nytimes.com/2011/06/07/technology/07apple.html |archive-date=January 1, 2022}}{{cbignore}}</ref> This would be the last product launch Jobs would attend before his death.

===2005 to present: The Intel partnership===

[[Image:MacBook Pro.jpg|right|thumb|Targeted at a professional audience, the [[MacBook Pro]] is Apple's first laptop with an Intel microprocessor. The less expensive [[MacBook]] caters to the consumer market.]]

{{main|Apple Intel transition}}

In a keynote address on [[June 6]] [[2005]], Steve Jobs officially announced that Apple would begin producing Intel-based Macintosh computers beginning in 2006.<ref name="printel">{{cite press release|title=Apple to Use Intel Microprocessors Beginning in 2006|publisher=Apple Inc.|date=[[2005-06-06]]|url=http://www.apple.com/pr/library/2005/jun/06intel.html|accessdate=2007-03-02}}</ref> Jobs confirmed [[Mac rumors community|rumors]] that the company had secretly been producing versions of its current operating system Mac OS X for both PowerPC and Intel processors for the previous five years and that the transition to Intel processor systems would last until the end of 2006.<ref name="nytintel">{{Citation|last=Markoff|first=John|last2=Lohr|first2=Steve|title =Apple Plans to Switch from I.B.M. to Intel Chips|newspaper=[[New York Times]]|date=[[2005-06-05]]|url=http://www.nytimes.com/2005/06/06/technology/06apple.html?ex=1172984400&en=d724f5ef05b0cda3&ei=5070}}</ref>

On August 24, 2011, Jobs resigned his position as CEO of Apple.<ref>{{Cite web |last=Primack |first=Doug |title=Fallen Apple: Steve Jobs resigns |url=http://finance.fortune.cnn.com/2011/08/24/fallen-apple-steve-jobs-resigns |url-status=dead |archive-url=https://web.archive.org/web/20110926040400/http://finance.fortune.cnn.com/2011/08/24/fallen-apple-steve-jobs-resigns |archive-date=September 26, 2011 |access-date=August 24, 2011 |website=[[Fortune (magazine)|Fortune]] |publisher=[[CNN]]}}</ref> He was replaced by Cook and Jobs became Apple's chairman. Apple did not have a chairman at the time<ref>{{Cite news |last1=Olivarez-Giles |first1=Nathan |last2=Suh Lauder |first2=Thomas |date=August 24, 2011 |title=What does Steve Jobs' chairman role mean for Apple? |work=Los Angeles Times |url=https://latimesblogs.latimes.com/technology/2011/08/steve-jobs-apple-chairman.html |access-date=April 11, 2020 |archive-date=April 11, 2020 |archive-url=https://web.archive.org/web/20200411222157/https://latimesblogs.latimes.com/technology/2011/08/steve-jobs-apple-chairman.html |url-status=live}}</ref> and instead had two co-lead directors, [[Andrea Jung]] and [[Arthur D. Levinson]],<ref>{{Cite news |last=Foresman |first=Chris |date=November 15, 2011 |title=Genentech's Levinson replaces Steve Jobs as Apple chairman |work=ars technica |url=https://arstechnica.com/gadgets/2011/11/genetechs-levinson-now-apple-chairman-disneys-iger-joins-the-board |access-date=April 11, 2020 |archive-date=April 11, 2020 |archive-url=https://web.archive.org/web/20200411222157/https://arstechnica.com/gadgets/2011/11/genetechs-levinson-now-apple-chairman-disneys-iger-joins-the-board/ |url-status=live}}</ref> who continued with those titles until Levinson replaced Jobs as chairman of the board in November after Jobs's death.<ref>{{Cite web |date=August 25, 2011 |title=Meet Apple's Board of Directors |url=http://www.ethiopianreview.com/index/20113/?p=25598 |url-status=dead |archive-url=https://web.archive.org/web/20120928000035/http://www.ethiopianreview.com/index/20113/?p=25598 |archive-date=September 28, 2012 |access-date=October 7, 2011 |website=[[Ethiopian Review]]}}</ref>

On [[January 10]] [[2006]], Apple released its first Intel chip computers, a new [[notebook computer]] known as the [[MacBook Pro]] (a 15.4 inch laptop which is purportedly up to 4 times faster than the PowerBook models it replaced) and a new (though cosmetically identical) iMac with again purportedly two to three times faster performance. Both used Intel's [[Intel Core|Core Duo]] chip technology. Later in February, Apple introduced the new Intel-based Mac mini, running up to four times faster and also featuring [[Front Row]], available with a Core Duo or Core Solo (single core) processor. The Apple online store sold out of 17 inch iMac G5 computers in February 2006, Apple ended the life of its 15 inch PowerBook G4 on [[February 22]] [[2006]], and the G4 Mac mini was removed from the Apple online store on [[February 28]] [[2006]] and replaced with the Intel Core Mac mini. On [[March 10]] [[2006]] Apple retired the iMac G5 and in late May, replaced the [[iBook|iBook G4]] and the 12-inch PowerBook G4 with the [[MacBook]]. On [[August 7]] [[2006]], the PowerMac was replaced with the [[Mac Pro]], completing the transition of all Macintosh products, well in advance of their original prediction. On [[September 6]] [[2006]], Apple updated its iMac line to include new [[Intel Core 2 Duo]] processors, and adding a model with a 24" screen to the line-up, as well as quietly bumping the speeds of their [[Mac mini]]. The [[XServe]] was transitioned in mid-November 2006. On [[October 24]], the MacBook Pros were fitted with Intel Core 2 Duo processors as well, running up to 39% faster than the original Intel Core Duo MacBook Pros. The MacBooks were fitted with the Core 2 Duo processors on [[November 8]], and run up to 25% faster than the Core Duo ones.{{fact|date=April 2007}}

=== 2011–2020: Post-Jobs era, new devices ===

Apple's current operating system, [[Mac OS X v10.4]] "Tiger", runs natively on the new Intel machines, as do the [[Darwin (operating system)|Darwin]] [[open source]] underpinnings. Many applications, such as iLife '06, also run natively on Intel chips. Other applications, such as [[Microsoft Office]] has not been updated to run on the Intel architecture, run translated using a technology known as [[Rosetta (software)|Rosetta]]. Because Rosetta is a translation software that allows PowerPC programs to run on Intel processors, these PowerPC programs run slower than native applications. Programs compiled only for the PowerPC must be recompiled to run at full speed on the new Intel machines. Programs that have been designed to run on both PowerPC and Intel chips can be certified by Apple as "Universal".<ref>{{cite web|url=http://developer.apple.com/softwarelicensing/agreements/maclogo.html|title=Software Licensing Agreements: Mac Logo Program|work=developer.apple.com|accessdate=2006-10-22}}</ref> The Intel-based machines also do not support Classic, which allows Mac OS X to run applications written for OS 9 and earlier, so applications that require this environment will not run on these machines. Apple currently has no plans to bring Classic support to the Intel platform.

On October 5, 2011, Steve Jobs died, marking the end of an era for Apple.<ref>{{Cite web |last=Griggs |first=Brandon |date=October 6, 2011 |title=Steve Jobs, Apple founder, dies |url=https://edition.cnn.com/2011/10/05/us/obit-steve-jobs/index.html |access-date=March 27, 2017 |publisher=[[CNN]] |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404121737/https://edition.cnn.com/2011/10/05/us/obit-steve-jobs/index.html |url-status=live}}; {{Cite web |first=Ken |last=Hess |title=October 5th, 2011. The day Apple died |url=https://www.zdnet.com/article/october-5th-2011-the-day-apple-died/ |website=[[ZDNet]] |date=October 5, 2011 |access-date=March 27, 2017 |archive-date=March 28, 2017 |archive-url=https://web.archive.org/web/20170328105730/http://www.zdnet.com/article/october-5th-2011-the-day-apple-died/ |url-status=live}}</ref> The next major product announcement by Apple was on January 19, 2012, when Apple's [[Phil Schiller]] introduced [[Apple Books|iBooks]] Textbooks for iOS and iBook Author for Mac OS X in New York City.<ref>{{Cite press release |title=Apple Reinvents Textbooks with iBooks 2 for iPad – New iBooks Author Lets Anyone Create Stunning iBooks Textbooks |date=January 19, 2012 |publisher=Apple Inc. |url=https://www.apple.com/newsroom/2012/01/19Apple-Reinvents-Textbooks-with-iBooks-2-for-iPad |access-date=February 22, 2012 |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525092914/https://www.apple.com/newsroom/2012/01/19Apple-Reinvents-Textbooks-with-iBooks-2-for-iPad/ |url-status=live}}</ref> Jobs stated in the biography ''Steve Jobs'' that he wanted to reinvent the [[textbook]] industry and education.<ref>{{Cite web |title=Steve Jobs' Plans to Disrupt the Textbook Industry. How Disruptive Were They? |url=https://www.insidehighered.com/blogs/hack-higher-education/steve-jobs-plans-disrupt-textbook-industry-how-disruptive-were-they |access-date=November 10, 2017 |website=Inside Higher Ed |first1=Audrey |last1=Watters |date=November 7, 2011 |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404084144/https://www.insidehighered.com/blogs/hack-higher-education/steve-jobs-plans-disrupt-textbook-industry-how-disruptive-were-they |url-status=live}}</ref>

From 2011 to 2012, Apple released the [[iPhone 4s]]<ref>{{Cite web |last=Ziegler |first=Chris |date=October 4, 2011 |title=iPhone 4S announced, available October 14th starting at $199 |url=https://www.theverge.com/apple/2011/10/4/2470139/iphone-4s-announced-available-october-14th-starting-at-199 |access-date=March 23, 2017 |website=[[The Verge]] |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404084143/https://www.theverge.com/apple/2011/10/4/2470139/iphone-4s-announced-available-october-14th-starting-at-199 |url-status=live}}; {{Cite web |first=Ben |last=Parr |title=Apple Announces iPhone 4S |url=http://mashable.com/2011/10/04/apple-iphone-4s |website=[[Mashable]] |date=October 4, 2011 |access-date=March 23, 2017 |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324085238/http://mashable.com/2011/10/04/apple-iphone-4s/ |url-status=dead}}</ref> and [[iPhone 5]],<ref>{{Cite web |last=Savov |first=Vlad |date=September 12, 2012 |title=Apple announces 4-inch iPhone 5 with LTE, Lightning connector, September 21st release date |url=https://www.theverge.com/2012/9/12/3316830/iphone-5-release-date-specs-features-price-announcement |access-date=March 23, 2017 |website=[[The Verge]] |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404084145/https://www.theverge.com/2012/9/12/3316830/iphone-5-release-date-specs-features-price-announcement |url-status=live}}; {{Cite web |first=Anand Lal |last=Shimpi |title=Apple iPhone 5: Announced |url=http://www.anandtech.com/show/6280/apple-iphone-5-announced |website=[[AnandTech]] |publisher=[[Purch Group]] |date=September 12, 2012 |access-date=March 23, 2017 |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404084149/https://www.anandtech.com/show/6280/apple-iphone-5-announced |url-status=dead}}</ref> which featured improved cameras, an [[intelligent software assistant]] named [[Siri]], and cloud-synced data with iCloud; the [[iPad (third generation)|third-]] and [[iPad (fourth generation)|fourth-generation iPads]], which featured [[Retina displays]];<ref>{{Cite news |url=https://www.wsj.com/articles/SB10001424052702304459804577281472610072322 |title=New iPad: a Million More Pixels Than HDTV |work=[[The Wall Street Journal]] |date=March 15, 2012 |access-date= March 15, 2012 |last=Mossberg |first=Walter |author-link= Walter Mossberg |url-access= subscription |archive-date= April 4, 2019 |archive-url= https://web.archive.org/web/20190404084143/https://www.wsj.com/articles/SB10001424052702304459804577281472610072322 |url-status= live}}; {{Cite web |last=Lowensohn |first=Josh |date=March 7, 2012 |title=Apple iPad live blog (Wednesday, March 7) |url=https://www.cnet.com/news/apple-ipad-live-blog-wednesday-march-7 |access-date=March 23, 2017 |website=[[CNET]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324092526/https://www.cnet.com/news/apple-ipad-live-blog-wednesday-march-7/ |url-status=live}}</ref><ref name="Lightning strikes again" /> and the [[iPad Mini]], which featured a 7.9-inch screen in contrast to the iPad's 9.7-inch screen.<ref name="mini" /> These launches were successful, with the iPhone 5 (released September 21, 2012) becoming Apple's biggest iPhone launch with over two million pre-orders<ref>{{Cite web |last=Stein |first=Scott |date=October 5, 2012 |title=Apple iPhone 5 review |url=https://www.cnet.com/uk/products/apple-iphone-5/review |access-date=March 23, 2017 |website=[[CNET]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324095535/https://www.cnet.com/uk/products/apple-iphone-5/review/ |url-status=live}}</ref> and sales of three million iPads in three days following the launch of the iPad Mini and fourth-generation iPad (released November 3, 2012).<ref>{{Cite press release |title=Apple Sells Three Million iPads in Three Days |date=November 5, 2012 |publisher=Apple Inc. |url=https://www.apple.com/newsroom/2012/11/05Apple-Sells-Three-Million-iPads-in-Three-Days |access-date=February 22, 2013 |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525092916/https://www.apple.com/newsroom/2012/11/05Apple-Sells-Three-Million-iPads-in-Three-Days/ |url-status=live}}</ref> Apple also released a third-generation 13-inch [[MacBook Pro]] with a Retina display and new [[iMac]] and [[Mac Mini]] computers.<ref name="Lightning strikes again">{{Cite web |last=Wood |first=Molly |date=October 23, 2012 |title=The new 'new iPad': Lightning strikes again |url=https://www.cnet.com/news/the-new-new-ipad-lightning-strikes-again |access-date=March 23, 2017 |website=[[CNET]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324092517/https://www.cnet.com/news/the-new-new-ipad-lightning-strikes-again/ |url-status=live}}</ref><ref name="mini">{{Cite news |last=Dudley-Nicholson |first=Jennifer |date=October 24, 2012 |title=Apple unveils new iPad Mini, updated iPad and new Macs |work=Herald Sun |url=http://www.heraldsun.com.au/technology/apple-prepares-to-reveal-ipad-mini/story-fn7celvh-1226501774885 |url-status=dead |access-date=November 11, 2012 |archive-url=https://web.archive.org/web/20130217023327/http://www.heraldsun.com.au/technology/apple-prepares-to-reveal-ipad-mini/story-fn7celvh-1226501774885 |archive-date=February 17, 2013}}</ref><ref>{{Cite web |last=Brown |first=Rich |date=November 11, 2013 |title=Apple Mac Mini with Fusion Drive review |url=https://www.cnet.com/products/apple-mac-mini/review |access-date=March 23, 2017 |website=[[CNET]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324085503/https://www.cnet.com/products/apple-mac-mini/review/ |url-status=live}}</ref>

The Intel chip also allows the new machines to run the Windows operating system. On [[March 16]] [[2006]] a bootloader CD image and a how-to for getting XP on your MacBook Pro, iMac, or mini was released to the Internet as an entry into a US$13,000 contest. Many hackers attempted over three months to win the prize by becoming the first to run Windows natively on a new Intel Mac. The Intel-based Macintoshes are now the only computers officially capable of running both Mac OS X and Windows without emulation (a pre-release version of Mac OS X for Intel was patched to run on non-Apple PCs through the [[OSx86]] community, however such procedure is not permitted by the Apple [[EULA]]). Further, on [[April 5]] [[2006]], Apple announced a new piece of software called [[Boot Camp]] that helps users install Windows XP on their Intel Mac alongside Mac OS X. Boot Camp will be included, as standard, in Apple's next OS release (10.5, “Leopard”).

On August 20, 2012, Apple's rising stock price increased the company's market capitalization to a then-record $624&nbsp;billion. This beat the non-inflation-adjusted record for market capitalization previously set by [[Microsoft]] in 1999.<ref>{{Cite news |last=Svensson |first=Peter |title=Apple Sets Record for Company Value at $624B |agency=[[Associated Press]] |url=http://hosted.ap.org/dynamic/stories/U/US_TEC_APPLE_BIGGEST_COMPANY?SITE=AP&SECTION=HOME&TEMPLATE=DEFAULT |url-status=dead |access-date=August 20, 2012 |archive-url=https://web.archive.org/web/20120822164535/http://hosted.ap.org/dynamic/stories/U/US_TEC_APPLE_BIGGEST_COMPANY?SITE=AP&SECTION=HOME&TEMPLATE=DEFAULT |archive-date=August 22, 2012}}</ref> On August 24, 2012, a US jury ruled that Samsung should pay Apple $1.05&nbsp;billion (£665m) in damages in an [[intellectual property]] lawsuit.<ref>{{Cite news |date=August 25, 2012 |title=Apple awarded $1bn in damages from Samsung in US court |work=[[BBC News]] |url=https://www.bbc.co.uk/news/technology-19377261 |access-date=August 25, 2012 |archive-date=April 5, 2019 |archive-url=https://web.archive.org/web/20190405222055/https://www.bbc.co.uk/news/technology-19377261 |url-status=live}}</ref> Samsung appealed the damages award, which was reduced by $450&nbsp;million<ref name="FOSS Patents">{{Cite web |title=Judge strikes $450 million from $1 billion damages award in Apple v. Samsung: second trial needed |url=http://www.fosspatents.com/2013/03/judge-strikes-450-million-from-1.html |access-date=March 1, 2013 |publisher=FOSS Patents |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404084143/http://www.fosspatents.com/2013/03/judge-strikes-450-million-from-1.html |url-status=live}}</ref> and further granted Samsung's request for a new trial.<ref name="FOSS Patents" /> 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.<ref>{{Cite press release |title=HTC and Apple Settle Patent Dispute |date=November 10, 2012 |publisher=Apple Inc. |url=https://www.apple.com/newsroom/2012/11/11HTC-and-Apple-Settle-Patent-Dispute |access-date=February 22, 2013 |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525092921/https://www.apple.com/newsroom/2012/11/11HTC-and-Apple-Settle-Patent-Dispute/ |url-status=live}}</ref> It is predicted that Apple will make {{US dollar|280}}&nbsp;million per year from this deal with HTC.<ref>{{Cite web |last=Reisinger |first=Don |date=November 12, 2012 |title=Apple predicted to generate up to $280 million a year in HTC deal |url=https://www.cnet.com/news/apple-predicted-to-generate-up-to-280-million-a-year-in-htc-deal |access-date=March 23, 2017 |website=[[CNET]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324173724/https://www.cnet.com/news/apple-predicted-to-generate-up-to-280-million-a-year-in-htc-deal/ |url-status=live}}</ref>

[[Image:Imac17pouces.png|left|thumb|The first Intel-based Mac computer : The [[iMac]]]]The Apple/Intel partnership coined several [[catch phrase]]s among Apple fanatics and parts of media. Some of the most widespread ones include "Mactel" and "Macintel", a response to the phrase "[[Wintel]]”, which is an informal [[moniker]] that describes all Intel-powered systems running the Microsoft Windows operating system. Another is "ICBM", for "Intel-chip-based Mac." However, Apple itself has not publicly used these terms.

In May 2014, Apple confirmed its intent to acquire [[Dr. Dre]] and [[Jimmy Iovine]]'s audio company [[Beats Electronics]], producer of the "Beats by Dr. Dre" line of headphones and speaker products, and operator of the music streaming service [[Beats Music]], for {{US dollar|3}}&nbsp;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.<ref>{{Cite web |last=Steele |first=Billy |date=May 28, 2014 |title=Apple acquires Beats Electronics for $3 billion |url=https://www.engadget.com/2014/05/28/apple-acquires-beats-electronics-for-3-billion |access-date=March 23, 2017 |website=[[Engadget]] |publisher=[[AOL]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324084801/https://www.engadget.com/2014/05/28/apple-acquires-beats-electronics-for-3-billion/ |url-status=live}}; {{Cite web |last=Welch |first=Chris |date=May 28, 2014 |title=Apple confirms it's buying Beats for $3 billion |url=https://www.theverge.com/2014/5/28/5700530/apple-confirms-beats-acquisition |access-date=March 23, 2017 |website=[[The Verge]] |archive-date=May 29, 2014 |archive-url=https://web.archive.org/web/20140529051629/http://www.theverge.com/2014/5/28/5700530/apple-confirms-beats-acquisition |url-status=live}}</ref>

Apple's success during this period, beginning in 1997 (the first year the company turned a profit after losses through 1995 and 1996),<ref>{{cite web|last=Hormby|first=Thomas|title=NeXT, OpenStep, and the triumphant return of Steve Jobs|publisher=[[Low End Mac]]|date=[[2005-11-15]]|url=http://lowendmac.com/orchard/05/1115.html|accessdate=2007-03-02}}</ref> but accelerating between 2003 to 2005, was evident in its skyrocketing stock. Between early 2003 and January 2006, the price of a share of Apple's stock increased more than tenfold, from a little more than US$6 per share (split-adjusted) to more than US$80 per share. After peaking at US$86 per share in January 2006, the stock declined to trade briefly as low as US$50 per share before recovering to a range of approximately US$75-US$80 per share by October 2006.<ref>{{cite web|last=Cantrell|first=Amanda|title=Some soft spots for Apple stock|work=[[CNN Money]]|date=[[2006-04-16]]|url=http://money.cnn.com/2006/03/16/technology/apple_shares/index.htm|accessdate=2007-03-02}}</ref>

[[File:Apple Watch でチェックインしました！ 2015 (17187691969).jpg|thumb|[[Apple Watch (1st generation)|First-generation Apple Watch]] (2015)]]

On [[January 13]] [[2006]], Apple's [[market cap]] surpassed that of [[Dell]].<ref name="modell">{{cite web|last=Gamet|first=Jeff|title=Apple Passes Dell's Market Cap|publisher=MacObserver|date=[[2006-01-16]]|url=http://www.macobserver.com/stockwatch/2006/01/16.1.shtml|accessdate=2007-03-02}}</ref> Nearly ten years prior, in 1997, Dell's CEO, [[Michael Dell]], had asserted that if he ran Apple he would "shut it down and give the money back to the shareholders."<ref>{{cite web|last=Singh|first=Jal|title=Dell: Apple should close shop|work=[[CNET News.com]]|date=[[1997-10-06]]|url=http://news.com.com/Dell+Apple+should+close+shop/2100-1001_3-203937.html|accessdate=2007-03-02}}</ref>

During a press event on September 9, 2014, Apple introduced a [[smartwatch]] called the [[Apple Watch]].<ref name="verge-watchannounce">{{Cite web |date=September 9, 2014 |title=Apple Watch announced: available for $349 early next year |url=https://www.theverge.com/2014/9/9/6125873/apple-watch-smartwatch-announced |access-date=July 15, 2015 |website=[[The Verge]] |archive-date=September 9, 2014 |archive-url=https://web.archive.org/web/20140909183047/http://www.theverge.com/2014/9/9/6125873/apple-watch-smartwatch-announced |url-status=live}}; {{Cite web |date=September 9, 2014 |title=The Apple Watch is poised to dominate the market for digital fitness trackers |url=https://www.theverge.com/2014/9/9/6127839/apple-watch-healthkit-digital-health-fitness |access-date=July 15, 2015 |website=[[The Verge]] |archive-date=May 25, 2022 |archive-url=https://web.archive.org/web/20220525110122/https://www.theverge.com/2014/9/9/6127839/apple-watch-healthkit-digital-health-fitness |url-status=live}}</ref> Initially, Apple marketed the device as a [[fashion accessory]]<ref name="wp-fashion">{{Cite news |title=Apple Watch is competing as a fashion accessory, and that's a risky move |newspaper=[[The Washington Post]] |url=https://www.washingtonpost.com/blogs/innovations/wp/2015/03/05/apple-watch-is-competing-as-a-fashion-accessory-and-thats-a-risky-move |access-date=July 15, 2015 |archive-date=July 16, 2015 |archive-url=https://web.archive.org/web/20150716123229/http://www.washingtonpost.com/blogs/innovations/wp/2015/03/05/apple-watch-is-competing-as-a-fashion-accessory-and-thats-a-risky-move |url-status=live}}</ref> and a complement to the iPhone, that would allow people to look at their smartphones less.<ref name="wired.com">{{Cite magazine |title=iPhone Killer: The Secret History of the Apple Watch |url=https://www.wired.com/2015/04/the-apple-watch |magazine=[[Wired (magazine)|Wired]] |access-date=January 31, 2022 |archive-date=June 18, 2022 |archive-url=https://web.archive.org/web/20220618223947/https://www.wired.com/2015/04/the-apple-watch |url-status=live}}</ref> Over time, the company has focused on developing health and fitness-oriented features on the watch, in an effort to compete with dedicated [[activity tracker]]s. In January 2016, Apple announced that over one billion Apple devices were in active use worldwide.<ref>{{Cite web |last=Statt |first=Nick |date=January 26, 2016 |title=1 billion Apple devices are in active use around the world |url=https://www.theverge.com/2016/1/26/10835748/apple-devices-active-1-billion-iphone-ipad-ios |access-date=May 24, 2017 |website=[[The Verge]] |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404084144/https://www.theverge.com/2016/1/26/10835748/apple-devices-active-1-billion-iphone-ipad-ios |url-status=live}}; {{Cite news |last=Rossignol |first=Joe |date=January 26, 2016 |title=Apple Now Has Over 1 Billion Active Devices Worldwide |work=[[MacRumors]] |url=https://www.macrumors.com/2016/01/26/apple-1-billion-active-device-installed-base |access-date=May 24, 2017 |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525083819/https://www.macrumors.com/2016/01/26/apple-1-billion-active-device-installed-base/ |url-status=live}}</ref>

On June 6, 2016, ''[[Fortune (magazine)|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.<ref name="Top Tech Company">{{Cite web |last=McBride |first=Sarah |date=June 6, 2016 |title=Apple leads Tech Industry in Fortune 500 |url=https://www.yahoo.com/tech/apple-top-tech-company-fortune-132100720.html |access-date=June 6, 2016 |website=[[Yahoo Tech]] |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525081107/https://www.yahoo.com/tech/apple-top-tech-company-fortune-132100720.html |url-status=live}}</ref> It ranked third, overall, with {{US dollar|233}}&nbsp;billion in revenue.<ref name="Top Tech Company" /> This represents a movement upward of two spots from the previous year's list.<ref name="Top Tech Company" />

On [[January 9]] [[2007]], Steve Jobs announced at Macworld 2007 that Apple Computer Inc. would be known as Apple Inc. This Macworld also served as the venue to launch the new [[iPhone]] which will be available through [[Cingular]] in June of 2007 and the new [[Apple TV]] product which began shipping in March of 2007. The new [[iPhone]] had been a subject of speculation for some time in various media outlets. The next day, Apple shares hit US$97.80, an all time high.

In June 2017, Apple announced the [[HomePod]], its [[smart speaker]] aimed to compete against [[Sonos]], [[Google Home]], and [[Amazon Echo]].<ref>{{Cite news |last=Gartenberg |first=Chaim |date=June 5, 2017 |title=Apple announces HomePod speaker to take on Sonos |work=[[The Verge]] |publisher=[[Vox Media]] |url=https://www.theverge.com/2017/6/5/15732144/apple-homepod-speaker-announced-siri-price-release-date-wwdc-2017 |access-date=December 14, 2017 |archive-date=June 5, 2017 |archive-url=https://web.archive.org/web/20170605203335/https://www.theverge.com/2017/6/5/15732144/apple-homepod-speaker-announced-siri-price-release-date-wwdc-2017 |url-status=live}}</ref> Toward the end of the year, ''[[TechCrunch]]'' reported that Apple was acquiring [[Shazam (music app)|Shazam]], a company that introduced its products at WWDC and specializing in music, TV, film and advertising recognition.<ref>{{Cite news |last1=Lunden |first1=Ingrid |last2=Roof |first2=Katie |date=December 8, 2017 |title=Sources: Apple is acquiring music recognition app Shazam |work=[[TechCrunch]] |publisher=[[Oath Inc.]] |url=https://techcrunch.com/2017/12/08/sources-apple-is-acquiring-music-recognition-app-shazam |access-date=December 14, 2017 |archive-date=December 14, 2017 |archive-url=https://web.archive.org/web/20171214023447/https://techcrunch.com/2017/12/08/sources-apple-is-acquiring-music-recognition-app-shazam/ |url-status=live}}</ref> The acquisition was confirmed a few days later, reportedly costing Apple {{US dollar|400}}&nbsp;million, with media reports that the purchase looked like a move to acquire data and tools bolstering the [[Apple Music]] streaming service.<ref>{{Cite web |last=Singleton |first=Micah |date=December 11, 2017 |title=Apple confirms it has acquired Shazam |url=https://www.theverge.com/2017/12/11/16761984/apple-shazam-acquisition |access-date=December 14, 2017 |website=[[The Verge]] |publisher=[[Vox Media]] |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404084143/https://www.theverge.com/2017/12/11/16761984/apple-shazam-acquisition |url-status=live}}</ref> The purchase was approved by the [[European Union]] in September 2018.<ref>{{Cite news |date=September 6, 2018 |title=EU clears Apple's purchase of song-recognition app Shazam |work=[[CNBC]] |url=https://www.cnbc.com/2018/09/06/the-associated-press-eu-clears-apples-purchase-of-song-recognition-app-shazam.html |url-status=dead |access-date=September 7, 2018 |archive-url=https://web.archive.org/web/20180907144731/https://www.cnbc.com/2018/09/06/the-associated-press-eu-clears-apples-purchase-of-song-recognition-app-shazam.html |archive-date=September 7, 2018}}; {{Cite news |last=Welch |first=Chris |date=September 24, 2018 |title=Apple completes Shazam acquisition, will make app ad-free for everyone |work=[[The Verge]] |url=https://www.theverge.com/2018/9/24/17896350/apple-shazam-app-acquisition-complete-free |access-date=September 24, 2018 |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404084143/https://www.theverge.com/2018/9/24/17896350/apple-shazam-app-acquisition-complete-free |url-status=live}}</ref>

On [[February 7]] [[2007]], Apple Inc. indicated that it would open its iTunes store to other portable players besides its ubiquitous iPod if the world's major record labels abandoned the anti-piracy technology that serves as the industry's security blanket.<ref name"NewsMax">{{cite press release|title=Thoughts on Music|last=Jobs|first=Steve|authorlink=Steve Jobs|publisher=Apple Inc.|date=[[2007-02-06]]|url=http://www.apple.com/hotnews/thoughtsonmusic/|accessdate=2007-03-02}}</ref> The company followed through with this on [[April 2]] [[2007]], when Apple and record label [[EMI]] announced the removal of anti-piracy technology from EMI's catalog in the iTunes Store, effective in May.<ref>{{cite press release|title=Apple, EMI offer higher-quality DRM free downloads|last=Dalrymple|first=Jim|publisher=Playlist|date=[[2007-02-06]]|url=http://playlistmag.com/news/2007/04/02/drmfree/index.php|accessdate=2007-04-07}}</ref>

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: [[Top of the Morning (TV series)|a drama series]] starring [[Jennifer Aniston]] and [[Reese Witherspoon]], and a reboot of the anthology series [[Amazing Stories (2020 TV series)|Amazing Stories]] with [[Steven Spielberg]].<ref>{{Cite web |last=Andreeva |first=Nellie |date=November 8, 2017 |title=Apple Gives Reese Witherspoon-Jennifer Aniston Morning Show Series 2-Season Order, Confirms 'Amazing Stories' Reboot |url=https://deadline.com/2017/11/apple-reese-witherspoon-jennifer-aniston-morning-show-series-2-season-order-amazing-stories-reboot-1202204293 |access-date=January 18, 2019 |website=[[Deadline Hollywood]] |language=en |archive-date=January 20, 2019 |archive-url=https://web.archive.org/web/20190120044428/https://deadline.com/2017/11/apple-reese-witherspoon-jennifer-aniston-morning-show-series-2-season-order-amazing-stories-reboot-1202204293/ |url-status=dead}}</ref> In June 2018, Apple signed the [[Writers Guild of America]]'s minimum basic agreement and [[Oprah Winfrey]] to a multi-year content partnership.<ref>{{Cite web |last=Robb |first=David |date=June 7, 2018 |title=Apple Signs WGA Contract As It Ramps Up Scripted Shows |url=https://deadline.com/2018/06/apple-signs-wga-contract-as-it-ramps-up-scripted-shows-1202405862 |access-date=January 18, 2019 |website=[[Deadline Hollywood]] |language=en |archive-date=March 27, 2019 |archive-url=https://web.archive.org/web/20190327091242/https://deadline.com/2018/06/apple-signs-wga-contract-as-it-ramps-up-scripted-shows-1202405862/ |url-status=dead}}; {{Cite web |last=Andreeva |first=Nellie |date=June 15, 2018 |title=Oprah Winfrey Partners With Apple For Original Content |url=https://deadline.com/2018/06/oprah-winfrey-content-partnership-apple-for-original-programming-1202411370 |access-date=January 18, 2019 |website=[[Deadline Hollywood]] |language=en |archive-date=March 26, 2019 |archive-url=https://web.archive.org/web/20190326025016/https://deadline.com/2018/06/oprah-winfrey-content-partnership-apple-for-original-programming-1202411370/ |url-status=dead}}</ref> Additional partnerships for original series include [[Sesame Workshop]] and [[DHX Media]] and its subsidiary [[Peanuts Worldwide]], and a partnership with [[A24]] to create original films.<ref>{{Cite web |last1=Andreeva |first1=Nellie |last2=Petski |first2=Denise |date=June 20, 2018 |title=Apple Teams With Sesame Workshop On Children's Programming Slate |url=https://deadline.com/2018/06/apple-sesame-workshop-childrens-programming-slate-live-action-animated-series-1202414268 |access-date=January 18, 2019 |website=[[Deadline Hollywood]] |language=en |archive-date=March 27, 2019 |archive-url=https://web.archive.org/web/20190327090610/https://deadline.com/2018/06/apple-sesame-workshop-childrens-programming-slate-live-action-animated-series-1202414268/ |url-status=dead}}; {{Cite web |last1=Andreeva |first1=Nellie |last2=Petski |first2=Denise |date=December 14, 2018 |title=Apple Makes 'Peanuts' Deal; DHX Media To Produce New Series, Specials & Shorts With Classic Characters For Streamer |url=https://deadline.com/2018/12/apple-makes-peanuts-deal-dhx-media-to-produce-new-series-specials-shorts-with-classic-characters-for-streamer-1202520215 |access-date=January 18, 2019 |website=[[Deadline Hollywood]] |language=en |archive-date=February 1, 2019 |archive-url=https://web.archive.org/web/20190201080858/https://deadline.com/2018/12/apple-makes-peanuts-deal-dhx-media-to-produce-new-series-specials-shorts-with-classic-characters-for-streamer-1202520215/ |url-status=dead}}; {{Cite web |last1=Hipes |first1=Patrick |last2=Andreeva |first2=Nellie |date=November 15, 2018 |title=Apple Inks Deal With A24 For Multiple Films As Part Of Push Into Movies |url=https://deadline.com/2018/11/apple-original-movies-a24-slate-deal-1202502828 |access-date=January 18, 2019 |website=[[Deadline Hollywood]] |language=en |archive-date=November 17, 2018 |archive-url=https://web.archive.org/web/20181117104937/https://deadline.com/2018/11/apple-original-movies-a24-slate-deal-1202502828/ |url-status=dead}}</ref>

==Current products==

{{seealso|List of products discontinued by Apple Inc.}}

During the [[List of Apple Inc. media events#Apple Special Event (September 12, 2017)|Apple Special Event]] in September 2017, the [[AirPower (Apple)|AirPower]] wireless charger was announced alongside the [[iPhone X]], [[iPhone 8]], and [[Apple Watch#Third generation (Series 3)|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.<ref>{{Cite news |last=Gurman |first=Mark |author-link=Mark Gurman (journalist) |date=March 29, 2019 |title=Apple Cancels Plan for AirPower Wireless Charger |url=https://www.bloomberg.com/news/articles/2019-03-29/apple-cancels-anticipated-airpower-wireless-charging-accessory |url-status=live |archive-url=https://web.archive.org/web/20210805050713/https://www.bloomberg.com/news/articles/2019-03-29/apple-cancels-anticipated-airpower-wireless-charging-accessory |archive-date=August 5, 2021 |access-date=August 25, 2022 |work=Bloomberg.com}}; {{Cite web |last=Panzarino |first=Matthew |date=March 29, 2019 |title=Apple cancels AirPower product, citing inability to meet its high standards for hardware |url=https://techcrunch.com/2019/03/29/apple-cancels-airpower-product-citing-inability-to-meet-its-high-standards-for-hardware/ |access-date=August 25, 2022 |website=TechCrunch |archive-date=March 29, 2019 |archive-url=https://web.archive.org/web/20190329231507/https://techcrunch.com/2019/03/29/apple-cancels-airpower-product-citing-inability-to-meet-its-high-standards-for-hardware/ |url-status=live}}; {{Cite magazine |last=Goode |first=Lauren |date=March 29, 2019 |title=RIP AirPower: Apple Kills Its Elusive Wireless Charging Pad |url=https://www.wired.com/story/apple-kills-airpower |url-status=live |archive-url=https://web.archive.org/web/20220825111224/https://www.wired.com/story/apple-kills-airpower/ |archive-date=August 25, 2022 |magazine=Wired |issn=1059-1028 |accessdate=August 25, 2022}}</ref> On August 19, 2020, Apple's share price briefly topped $467.77, making it the first US company with a market capitalization of {{US dollar|2}}&nbsp;trillion.<ref>{{Cite web |last=Bursztynsky |first=Jessica |date=August 19, 2020 |title=Apple becomes first U.S. company to reach a $2 trillion market cap |url=https://www.cnbc.com/2020/08/19/apple-reaches-2-trillion-market-cap.html |access-date=August 19, 2020 |website=CNBC |language=en |archive-date=July 21, 2022 |archive-url=https://web.archive.org/web/20220721003235/https://www.cnbc.com/2020/08/19/apple-reaches-2-trillion-market-cap.html |url-status=live}}</ref>

===Hardware===

[[Image:Ipod 5th Generation white.jpg|thumb|right|The [[Apple iPod|iPod]], shown here, is Apple's most successful product line. This is the most recent iPod model; it is currently available in 30 and 80&nbsp;[[gigabyte|GB]] models and is capable of playing video files as well as audio files.]]

{{seealso|Timeline of Apple Macintosh models|List of Macintosh models grouped by CPU type|List of Apple Macintosh models by case type}}

[[Image:Mac mini Intel Core.jpg|thumb|left|The [[Mac mini]] is Apple's lowest-cost desktop computer.]]

[[Image:Apple-iPhone.jpg|thumb|right|[[iPhone]] is Apple's [[multi-touch]] [[smartphone]], to be released in [[2007]].]]Apple introduced the Apple Macintosh family in 1984 and today makes consumer, professional, and educational computers. The Mac mini is the company's consumer sub-desktop computer, introduced in January 2005 and designed to motivate Windows users to switch to the Macintosh platform. The [[iMac]] is a consumer desktop computer that was first introduced by Apple in 1998, and its popularity helped save the company. The iMac is similar in concept to the original Macintosh in that the monitor and computer are housed in a single unit. It is now in its third major design iteration, and has been upgraded by times (including a switch to Intel processors) using the same design. The Power Mac brand was replaced in 2006 with the [[Mac Pro]], featuring two 64-bit [[multi-core (computing)|dual-core]] [[Xeon]] "Woodcrest" processors, available in speeds of 2, 2.66, and 3&nbsp;[[GHz]]. The Mac Pro is capable of supporting up to four 750&nbsp;GB hard drives for a total of 3 [[terabytes]] of internal hard disk space and has 8 [[DIMM]] slots for up to 16&nbsp;GB of [[random access memory|RAM]]. On its promotional website, Apple says that the "Mac Pro not only completes the Mac transition to Intel processors but delivers advanced performance, workstation graphics, and up to 4.9 million possible configurations." Apple's server range includes the [[Xserve]], a dual core, dual processor 1U server, and the [[Xserve RAID]] for server storage options.

=== 2020–2024: Transition from Intel CPUs, legal compliance and settlements ===

Apple introduced the [[iBook]] consumer portable computer as a companion to the iMac; it is Apple's lowest-cost portable computer. The iBook brand was replaced on [[May 16]] [[2006]] with the [[MacBook]] featuring the Intel Core Duo processor, 13&nbsp;inch widescreen, and available black color on the high-end model. The MacBook Pro is the professional portable computer alternative to the MacBook. The MacBook Pro is marketed as being intended for professional and creative users and replaced the PowerBook models, which was introduced in 1991.

[[File:Macbook Air M1 Silver PNG.png|thumb|left|[[MacBook Air (Apple silicon)|MacBook Air M1]] (2020), Apple's first notebook computer following the switch from Intel x86 to [[ARM architecture family|ARM]] processors]]

In 2001, Apple introduced the [[iPod]] digital music player and currently sells the iPod (with video), available in 30 and 80&nbsp;GB models; the [[iPod nano]], available in 2, 4, and 8&nbsp;GB models; and the [[iPod shuffle]], available in a 1&nbsp;GB model. Apple also re-released the [[U2]] Special Edition [[iPod]] in a 30&nbsp;GB capacity on [[June 6]] [[2006]] with a distinctive all black enclosure, a red clickwheel, and engraved band members autographs on the back. On [[July 13]] [[2006]], Apple partnered with [[Nike, Inc.|Nike]] to introduce the [[Nike+iPod]] Sports Kit enabling runners to sync and monitor their runs with [[iTunes]] and the [http://www.nikeplus.com/ Nike+ website].

During its annual [[WWDC]] keynote speech on June 22, 2020, Apple announced it would move away from Intel processors, and the [[Mac transition to Apple silicon|Mac would transition to processors developed in-house]].<ref>{{Cite news |last=Warren |first=Tom |date=June 22, 2020 |title=Apple announces it will switch to its own processors for future Macs |work=[[The Verge]] |url=https://www.theverge.com/2020/6/22/21295475/apple-mac-processors-arm-silicon-chips-wwdc-2020 |access-date=June 22, 2020 |archive-date=June 22, 2020 |archive-url=https://web.archive.org/web/20200622192505/https://www.theverge.com/2020/6/22/21295475/apple-mac-processors-arm-silicon-chips-wwdc-2020 |url-status=live}}</ref> 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.<ref>{{Cite news |last=Haselton |first=Todd |date=June 22, 2020 |title=Apple will stop using Intel chips in all Macs by 2021, top analyst says |work=[[CNBC]] |url=https://www.cnbc.com/2020/06/22/new-macbook-pro-and-imac-coming-with-arm-chips-instead-of-intel---kuo.html |access-date=June 22, 2020 |archive-date=June 1, 2022 |archive-url=https://web.archive.org/web/20220601092329/https://www.cnbc.com/2020/06/22/new-macbook-pro-and-imac-coming-with-arm-chips-instead-of-intel---kuo.html |url-status=live}}</ref> On November 10, 2020, the MacBook Air, MacBook Pro, and the Mac Mini became the first Macs powered by an Apple-designed processor, the [[Apple M1]].<ref>{{Cite web |date=November 2, 2020 |title=Apple announces 'One More Thing' event for November 10th |url=https://www.theverge.com/2020/11/2/21546136/apple-event-date-time-november-10th-one-more-thing-arm-mac-silicon |access-date=November 2, 2020 |website=The Verge |archive-date=June 2, 2022 |archive-url=https://web.archive.org/web/20220602162103/https://www.theverge.com/2020/11/2/21546136/apple-event-date-time-november-10th-one-more-thing-arm-mac-silicon |url-status=live}}</ref>

In April 2022, it was reported that [[Samsung Electro-Mechanics]] would be collaborating with Apple on its M2 chip instead of [[LG Innotek]].<ref>{{Cite web |last=McDaniel |first=Allison |date=April 21, 2022 |title=Apple's M2 chip nears as Samsung beats LG as processor packaging partner |url=https://9to5mac.com/2022/04/21/apple-m2-chip-samsung |access-date=April 27, 2022 |website=[[9to5Mac]] |language=en-US |archive-date=April 22, 2022 |archive-url=https://web.archive.org/web/20220422080359/https://9to5mac.com/2022/04/21/apple-m2-chip-samsung/ |url-status=live}}</ref> Developer logs showed that at least nine Mac models with four different M2 chips were being tested.<ref>{{Cite news |date=April 14, 2022 |title=Apple tests several new Macs with next-generation M2 chips – Bloomberg News |language=en |work=Reuters |url=https://www.reuters.com/technology/apple-tests-several-new-macs-with-next-generation-m2-chips-bloomberg-news-2022-04-14 |access-date=April 27, 2022 |archive-date=April 27, 2022 |archive-url=https://web.archive.org/web/20220427123652/https://www.reuters.com/technology/apple-tests-several-new-macs-with-next-generation-m2-chips-bloomberg-news-2022-04-14/ |url-status=live}}; {{Cite web |last=Clark |first=Mitchell |date=April 14, 2022 |title=Apple's M2 chips and the computers they'll power detailed in new leak |url=https://www.theverge.com/2022/4/14/23026073/apple-m2-silicon-macbook-air-pro-mac-mini-rumors |access-date=April 27, 2022 |website=[[The Verge]] |language=en |archive-date=June 2, 2022 |archive-url=https://web.archive.org/web/20220602195315/https://www.theverge.com/2022/4/14/23026073/apple-m2-silicon-macbook-air-pro-mac-mini-rumors |url-status=live}}</ref>

At the [[Macworld Conference & Expo]] in January 2007, Steve Jobs revealed the long anticipated [[iPhone]], a convergence of an Internet-enabled [[smartphone]] and video iPod. The iPhone combines a 2.5G [[quad band]] [[Global System for Mobile Communications|GSM]] and [[Enhanced Data Rates for GSM Evolution|EDGE]] cellular phone with features found in hand held devices, running a scaled-down versions of Apple's Mac OS X, with various applications such as Safari Web browser, email, and navigation. The initial iPhone features a 3.5&nbsp;inch touch screen display, [[Bluetooth]], [[WiFi]] (both "b" and "g"), and comes in 4 and 8&nbsp;GB models. The iPhone is scheduled to be available first for the [[Cingular Wireless]] network, in the United States, pending FCC approval.<ref>http://events.apple.com.edgesuite.net/j47d52oo/event/</ref>

''[[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, Inc.|Tesla]], [[Amazon (company)|Amazon]], and [[Meta Platforms]] to pursue a similar path.<ref>{{Cite news |last=Higgins |first=Tim |date=April 16, 2022 |title=The Chips That Rebooted the Mac |language=en-US |work=[[The Wall Street Journal]] |url=https://www.wsj.com/articles/the-chips-that-rebooted-the-mac-11650081649 |access-date=April 27, 2022 |issn=0099-9660 |archive-date=July 29, 2022 |archive-url=https://web.archive.org/web/20220729031056/https://www.wsj.com/articles/the-chips-that-rebooted-the-mac-11650081649 |url-status=live}}</ref>

Additionally at the conference, Jobs demonstrated the [[Apple TV]], (previously known as the iTV), a set-top video device intended to bridge the sale of content from iTunes with high-definition televisions. The device links up to a user's TV and syncs, either via WiFi or a wired network, with one computer's [[iTunes]] library and streams from an additional four. The Apple TV incorporates a 40&nbsp;GB hard drive for storage, includes outputs for [[HDMI]] and [[component video]], and plays video at a maximum resolution of [[720p]].

In April 2022, Apple opened an online store that allowed anyone in the U.S. 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.<ref>{{Cite news |last=Brown |first=Dalvin |date=April 27, 2022 |title=Apple Opens Self-Repair Store With $300 iPhone Screens, 19-Cent Screws |url=https://www.wsj.com/articles/apple-opens-self-repair-store-with-300-iphone-screens-19-cent-screws-11651031828 |url-status=live |archive-url=https://web.archive.org/web/20220801153719/https://www.wsj.com/articles/apple-opens-self-repair-store-with-300-iphone-screens-19-cent-screws-11651031828 |archive-date=August 1, 2022 |access-date=April 27, 2022 |work=[[The Wall Street Journal]] |language=en-US |issn=0099-9660}}; {{Cite web |last=Feiner |first=Lauren |date=April 27, 2022 |title=Apple now lets you buy parts so you can fix your iPhone yourself |url=https://www.cnbc.com/2022/04/27/apple-now-lets-you-buy-iphone-parts-so-you-can-fix-it-yourself.html |url-status=live |archive-url=https://web.archive.org/web/20220625155230/https://www.cnbc.com/2022/04/27/apple-now-lets-you-buy-iphone-parts-so-you-can-fix-it-yourself.html |archive-date=June 25, 2022 |access-date=April 27, 2022 |website=CNBC |language=en}}; {{Cite web |last=Porter |first=Jon |date=April 27, 2022 |title=Apple's DIY repair service is now available in the US |url=https://www.theverge.com/2022/4/27/23044301/apple-iphone-diy-repair-self-service-program-spare-parts-12-13 |url-status=live |archive-url=https://web.archive.org/web/20220629180938/https://www.theverge.com/2022/4/27/23044301/apple-iphone-diy-repair-self-service-program-spare-parts-12-13 |archive-date=June 29, 2022 |access-date=April 27, 2022 |website=[[The Verge]] |language=en}}; {{Cite web |date=April 27, 2022 |title=Apple's Self Service Repair program is now open to iPhone owners in the US |url=https://www.engadget.com/apple-self-service-repair-release-date-122332505.html |url-status=live |archive-url=https://web.archive.org/web/20220802150900/https://www.engadget.com/apple-self-service-repair-release-date-122332505.html |archive-date=August 2, 2022 |access-date=April 27, 2022 |website=Engadget |language=en-US}}; {{Cite web |date=April 27, 2022 |title=Apple opens Self Service Repair to US iPhone users |url=https://techcrunch.com/2022/04/27/apple-opens-self-service-repair-to-us-iphone-users/ |access-date=April 27, 2022 |website=TechCrunch |language=en-US |archive-date=April 27, 2022 |archive-url=https://web.archive.org/web/20220427120236/https://techcrunch.com/2022/04/27/apple-opens-self-service-repair-to-us-iphone-users/ |url-status=live}}; {{Cite web |last=Sherr |first=Ian |title=Apple Launches Do-It-Yourself Repairs For iPhone 13, iPhone 12 and iPhone SE |url=https://www.cnet.com/tech/mobile/apple-launches-do-it-yourself-repairs-for-iphone-13-iphone-12-and-iphone-se |url-status=live |archive-url=https://web.archive.org/web/20220427120621/https://www.cnet.com/tech/mobile/apple-launches-do-it-yourself-repairs-for-iphone-13-iphone-12-and-iphone-se/ |archive-date=April 27, 2022 |access-date=April 27, 2022 |website=CNET |language=en}}; {{Cite web |title=Apple's Self-Service Repair Store Finally Launches |url=https://www.pcmag.com/news/apples-self-service-repair-store-finally-launches |url-status=live |archive-url=https://web.archive.org/web/20220613180932/https://www.pcmag.com/news/apples-self-service-repair-store-finally-launches |archive-date=June 13, 2022 |access-date=April 27, 2022 |website=PCMAG |date=April 27, 2022 |language=en}}</ref>

Apple sells a variety of computer accessories for Macintosh computers including the [[AirPort]] wireless networking products, [[Apple Cinema Display|Apple Cinema HD Display]] and [[Apple Displays]] computer displays, [[Apple Mighty Mouse|Mighty Mouse]] and [[Apple Wireless Mouse]] computer mice, the [[Apple Wireless Keyboard]] computer keyboard, and the [[Apple USB Modem]]. The Apple wireless mouse was replaced by the wireless Mighty Mouse.

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.<ref>{{Cite web |last=Porter |first=Jon |date=May 30, 2022 |title=Apple's RealityOS for rumored headset appears in trademark application |url=https://www.theverge.com/2022/5/30/23147213/realityos-os-ros-trademark-apple-virtual-augmented-reality-headset |access-date=May 30, 2022 |website=[[The Verge]] |archive-date=July 8, 2022 |archive-url=https://web.archive.org/web/20220708040805/https://www.theverge.com/2022/5/30/23147213/realityos-os-ros-trademark-apple-virtual-augmented-reality-headset |url-status=live}}; {{Cite web |last1=Gurman |first1=Mark |author-link1=Mark Gurman (journalist) |last2=Mochizuki |first2=Takashi |last3=Wu |first3=Debby |date=January 14, 2022 |title=Apple's New VR/AR Headset Risks Being Delayed Until 2023 |url=https://www.bloomberg.com/news/articles/2022-01-14/apple-s-hotly-anticipated-headset-risks-being-delayed-until-2023?sref=ExbtjcSG |access-date=May 30, 2022 |website=Bloomberg |archive-date=April 19, 2022 |archive-url=https://web.archive.org/web/20220419120240/https://www.bloomberg.com/news/articles/2022-01-14/apple-s-hotly-anticipated-headset-risks-being-delayed-until-2023?sref=ExbtjcSG |url-status=live}}</ref> Further insider reports state that the device uses iris scanning for payment confirmation and signing into accounts.<ref>{{cite web |last1=Fingas |first1=Jon |title=Apple's mixed reality headset reportedly uses iris scanning for payments and sign-ins |url=https://www.engadget.com/apple-mixed-reality-headset-iris-scanning-153036223.html |website=Engadget |date=October 14, 2022 |access-date=October 19, 2022 |archive-date=October 19, 2022 |archive-url=https://web.archive.org/web/20221019194454/https://www.engadget.com/apple-mixed-reality-headset-iris-scanning-153036223.html |url-status=live}}</ref> In June 2023, Apple formally announced its first mixed reality headset, the [[Apple Vision Pro]], which ran its new [[visionOS]] operating system.<ref>{{Cite web |title=Introducing Apple Vision Pro: Apple's first spatial computer |url=https://www.apple.com/newsroom/2023/06/introducing-apple-vision-pro/ |access-date=2025-06-20 |website=Apple Newsroom |language=en-US}}</ref> The headset was released in February of the following year.<ref>{{Cite web |last=Staff |first=Verge |date=2024-02-02 |title=Vision Pro launch: all the news about Apple's pricey new headset |url=https://www.theverge.com/24059284/apple-vision-pro-launch-day-news |access-date=2025-06-20 |website=[[The Verge]] |language=en-US}}</ref>

====Environmental issues====

Apple's hardware has come under fire by [[Greenpeace]] since 2004 for not setting a timeline to remove [[Polyvinyl chloride|PVC]], which still exists in recent products such as the [[iPod nano]] and [[MacBook]]; and for not promoting a global end-of-life take back plan for Apple hardware (although it does within [[Europe]] and [[Japan]] where it is required by law); as well as for not having reusable components.<ref>{{cite web|url=http://www.greenpeace.org/apple/itox.html|title=iTox + iWaste|accessdate=2006-11-05|work=A greener Apple}}</ref> Greenpeace lists toxic substances used in Apple products in their Apple parodying ad, including: [[cadmium]], [[beryllium]], [[lead]], [[brominated flame retardant]]s, [[hexavalent chromium]], and [[mercury (element)|mercury]].<ref>{{cite web|url=http://www.greenpeace.org/apple/ads|title=It's Green my Apple Showtime!|accessdate=2006-11-05|work=A greener Apple}}</ref> Apple's own web site lists most of these compounds as "restricted substances" and has further information.<ref>{{web cite|url=http://www.apple.com/environment/materials/|title=Responsible Manufacturing|work=Apple and the Environment|accessdate=2006-11-05}}</ref> Apple also claims its recycling programs have processed more than 21 million pounds (9500 [[ton]]s) of electronic equipment since 1994.<ref>{{cite web|url=http://www.apple.com/environment/recycling/|title=Recycling|work=Apple and the Environment|accessdate=2006-11-05}}</ref> What they fail to point out is that their recycling program is much less comprehensive than that of rival companies Dell & HP.{{fact|date=April 2007}} In particular the many versions of the [[iPod]] due to the [[planned obsolescence]] of such products adds to overall [[electronic waste]] put out by Apple.<ref name="iWaste">{{cite news|last=Slade|first=Giles|title=iWaste|publisher=Mother Jones|date=[[2007-04-01]]|url=http://www.motherjones.com/commentary/columns/2007/03/iwaste.html|accessdate=2007-04-03}}</ref>

As of December 2006, Greenpeace ranked Apple last out of ten electronics companies in dealing with toxic substances in their products, mostly due to a lack of relevant documentation and timelines.<ref>http://www.greenpeace.org/international/press/reports/greener-electronics-apple-rank-2</ref> This is controversial because former [[Vice President of the United States]] and [[environmentalism|environmentalist]] [[Al Gore]] is a member of Apple's [[board of directors]].

On June 18, 2022, the Apple Store in [[Towson, Maryland]], became the first to unionize in the U.S., with the employees voting to join the [[International Association of Machinists and Aerospace Workers]].<ref>{{Cite news |last1=Lerman |first1=Rachel |last2=Gregg |first2=Aaron |last3=Somasundaram |first3=Praveena |date=June 19, 2022 |title=Apple Store workers approve union, the first in the U.S. |newspaper=[[The Washington Post]] |url=https://www.washingtonpost.com/technology/2022/06/18/apple-union-vote |access-date=June 19, 2022 |archive-date=June 19, 2022 |archive-url=https://web.archive.org/web/20220619003224/https://www.washingtonpost.com/technology/2022/06/18/apple-union-vote/ |url-status=live}}</ref>

A study in January 2006 by the U.S. [[Environmental Protection Agency]] found that Apple's hardware compares favorably with that of its major competitors on environmental friendliness.<ref>{{cite web|url=http://arstechnica.com//journals/apple.ars/2007/1/6/6507|title=EPA information should make GreenPeace red-faced over Apple targeting|accessdate=2007-01-08}}</ref>

[[Image:TigerDesk.png|thumb|right|[[Mac OS X]] "[[Mac OS X v10.4|Tiger]]" is the newest version of one of Apple's major software products.]]

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 (computing)|zero-day]] malware.<ref>{{Cite news |date=July 6, 2022 |title=Apple launches Lockdown Mode to block spyware attacks on at-risk users |publisher=BBC News |url=https://www.bbc.com/news/technology-62069255 |access-date=July 7, 2022 |archive-date=July 28, 2022 |archive-url=https://web.archive.org/web/20220728005310/https://www.bbc.com/news/technology-62069255 |url-status=live}}</ref>

===Software===

{{seealso|List of Macintosh software}}

[[Image:MacOSX_kernel_panic.png|thumb|right|[[Mac OS X]] "[[Mac OS X v10.4|Tiger]]" Crashing. This error message is equivalent of a "[[Blue Screen of Death]]" on a [[Microsoft]] Windows machine.]]Apple develops its own [[operating system]] to run on the Macintosh, [[Mac OS X]]. Apple also independently develops computer software titles for its Mac OS X operating system. Much of the software Apple develops is bundled with its computers. An example of this is the consumer-oriented iLife software package which bundles iDVD, iMovie HD, iPhoto, iTunes, GarageBand, and [[iWeb]]. For presentation and page layout, [[iWork]] is available, which includes [[Keynote (software)|Keynote]] and [[Pages]]. Both iTunes and a feature-limited version of the QuickTime media player are available as free downloads for both Mac OS X and Windows.

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.<ref>{{cite news |last1=Hunter |first1=Tatum |last2=Velazco |first2=Chris |date=March 28, 2023 |title=Now you can 'buy now, pay later' with Apple Wallet |url=https://www.washingtonpost.com/technology/2023/03/28/apple-buy-now-pay-later/ |newspaper=The Washington Post |access-date=March 29, 2023 |archive-date=March 29, 2023 |archive-url=https://web.archive.org/web/20230329102346/https://www.washingtonpost.com/technology/2023/03/28/apple-buy-now-pay-later/ |url-status=live}}</ref><ref>{{cite news |last=De Avila |first=Joseph |date=March 28, 2023 |title=Apple Rolls Out Buy Now, Pay Later Plan |url=https://www.wsj.com/articles/apple-rolls-out-buy-now-pay-later-plan-640ae583 |newspaper=The Wall Street Journal |access-date=March 29, 2023 |archive-date=March 29, 2023 |archive-url=https://web.archive.org/web/20230329053013/https://www.wsj.com/articles/apple-rolls-out-buy-now-pay-later-plan-640ae583 |url-status=live}}</ref>

Apple also offers a range of professional software titles. Their range of server software includes the operating system [[Mac OS X Server]]; [[Apple Remote Desktop]], a remote systems management application; [[WebObjects]], [[Java 2 Platform, Enterprise Edition|Java]] [[World Wide Web|Web]] [[application server]]; and [[Xsan]], a [[Storage Area Network]] file system. For the professional creative market, there is [[Aperture (software)|Aperture]] for professional [[RAW image format|RAW]]-format [[photo]] processing; [[Final Cut Studio]], a video production suite; [[Logic Pro|Logic]], a comprehensive music toolkit and [[Shake (software)|Shake]], an advanced effects composition program.

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, that required a paper submission application, while advertising these jobs to foreign workers as part of recruitment for [[Permanent Labor Certification#Program electronic review management|PERM]].<ref>{{cite news |last1=Gurman |first1=Mark |author-link1=Mark Gurman (journalist) |date=November 9, 2023 |title=Apple Settles DOJ Case That It Discriminated Against US Workers |url=https://news.bloomberglaw.com/tech-and-telecom-law/apple-settles-doj-case-that-it-discriminated-against-us-workers |newspaper=Bloomberg News |access-date=November 27, 2023 |archive-date=November 27, 2023 |archive-url=https://web.archive.org/web/20231127152701/https://news.bloomberglaw.com/tech-and-telecom-law/apple-settles-doj-case-that-it-discriminated-against-us-workers |url-status=live}}</ref>

Apple also offers online services with [[.Mac]] which bundles [[Web page|.Mac HomePage]], [[E-mail|.Mac Mail]], .Mac Groups [[social network service]], [[iDisk|.Mac iDisk]], [[Backup (backup software)|.Mac Backup]], [[iSync|.Mac Sync]], and Learning Center online tutorials.

In January 2024, Apple announced compliance with the European Union's competition law, with major changes to the App Store and other services, effective on 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.<ref>{{Cite news |language=en |url=https://www.nytimes.com/2024/01/25/technology/apple-app-store-europe.html |title=Apple Overhauls App Store in Europe, in Response to New Digital Law |work=The New York Times |date=January 25, 2024 |access-date=January 29, 2024|archive-date=January 26, 2024|archive-url=https://web.archive.org/web/20240126040405/https://www.nytimes.com/2024/01/25/technology/apple-app-store-europe.html |last1=Satariano |first1=Adam |last2=Mickle |first2=Tripp}}</ref>

==Advertising==

{{main|Apple Inc. advertising}}

In June 2024, Apple introduced [[Apple Intelligence]] to incorporate on-device artificial intelligence capabilities.<ref>{{Cite news |last=Tilley |first=Aaron |title=Apple Introduces 'Apple Intelligence,' New OpenAI Partnership as AI Takes Center Stage |url=https://www.wsj.com/tech/ai/apple-wwdc-2024-ai-release-356c5303 |access-date=June 11, 2024 |work=WSJ |language=en-US}}</ref>

Since the introduction of the Macintosh in 1984 with the 1984 Super Bowl commercial, Apple has been recognized for its efforts towards effective advertising and marketing for its products.

On November 1, 2024, Apple announced its acquisition of [[Pixelmator]], a company known for its image editing applications for iPhone and Mac. Apple had previously showcased Pixelmator's apps during its product launches, including naming Pixelmator Pro its Mac App of the Year in 2018 for its innovative use of machine learning and AI. In the announcement, Pixelmator stated that there would be no significant changes to its existing apps following the acquisition.<ref>{{cite news|last=Leswing |first=Kif |title=Apple to buy Pixelmator, the iPhone image editing app with AI features |date=1 November 2024 |url=https://www.cnbc.com/2024/11/01/apple-will-buy-pixelmator-iphone-image-editing-app-with-ai-features-.html |website=CNBC |access-date=3 November 2024}}</ref>

===Logos===

[[Image:Apple first logo.png|thumb|right|The original Apple logo featuring [[Isaac Newton]] under the fabled apple tree.]]

:''See also: [[U+F8FF]] or ''[[|<span style="font-family: Lucida Grande, monotype"></span>]]'', seen as the [[Typography of Apple Inc.]] in some fonts.''

[[Image:Apple Computer Logo.svg|thumb|right|The rainbow Apple logo, used from late 1976 to early 1999.]]

[[Image:Apple-logo.png|thumb|right|The current Apple logo. On products, a simple gray version of the Apple is used, without embellishing it as has been done to computerized images.]]

[[Image:Macosx_logo.jpg|thumb|right|Mac OS X Logo as it appears in the About screen on the latest Apple computers.]]Apple’s first logo, designed by Jobs and Wayne, depicts [[Sir Isaac Newton]] sitting under an apple tree. Almost immediately, though, this was replaced by [[Rob Janoff]]’s “rainbow Apple,” the now-familiar [[rainbow]]-colored silhouette of an apple with a bite taken out of it, possibly as a tribute to [[Isaac Newton]]'s discoveries of the gravity (the apple), and the separation of light by prisms (the colors). This was one of several designs Janoff presented to Jobs in 1976.<ref>[http://wired-vig.wired.com/news/mac/0,2125,60597,00.html Wired News: Apple Doin' the Logo-Motion]</ref>

On December 31, 2024, a preliminary settlement was filed in the Oakland California federal court that accused Apple of unlawfully recording private conversations, through unintentional Siri activations, and of sharing them with third parties, including advertisers. Apple agreed to a $95 million cash settlement to resolve this lawsuit in which its Siri assistant violated user privacy. While denying any wrongdoing, Apple settled the case, allowing affected users to potentially claim up to $20 per device. Attorneys sought $28.5 million in fees from the settlement fund.<ref>{{cite news|last=Stempel |first=Jonathan |title=Apple to pay $95 million to settle Siri privacy lawsuit |date=2 January 2025 |url=https://www.reuters.com/legal/apple-pay-95-million-settle-siri-privacy-lawsuit-2025-01-02/ |website=Reuters |access-date=4 January 2025}}</ref>

In her book ''Zeroes and Ones'', author [[Sadie Plant]] speculates<!--ironically? tongue-in-cheek? or had she just not done her research?--> that the rainbow logo was a homage to [[Alan Turing]], the father of modern [[computing]], who suffered years of persecution for his [[homosexuality]] before committing suicide with a [[cyanide]]-laced apple. However, the connection of the [[rainbow flag|rainbow]] colors to homosexuality did not debut until 1978, which was after the creation of Apple's logo. A more practical theory is that it was to advertise the color capability of the Apple II computer, something of a rarity back then.

=== 2025–present: Domestic investment, integrating AI capabilities into products and challenges ===

In 1999, Apple began enforcing the use of a strictly [[monochrome]] logo—supposedly at the insistence of a newly re-inaugurated Jobs—nearly identical in shape to its previous rainbow incarnation. No specific color is prescribed; for example, it is grey on the Power Mac G5, Mac Mini, and iMac, blue (by default) in Mac OS X, chrome on the 'About this Mac' panel and the boot screen in Mac OS X 10.3 and 10.4, red on many software packages, and white on the iBook, PowerBook G4, PowerBook G3 (late models), MacBook, and MacBook Pro. The logo's shape is one of the most recognized brand symbols in the world, is featured quite prominently on all Apple products and retail stores, and notably included as [[label|stickers]] in nearly all Macintosh and iPod packages through the years.

In 2025, Apple Inc. undertook its largest investment initiative to date, announcing a commitment to spend over $500 billion in the United States over the following four years. This extensive strategy includes the opening of a new manufacturing facility in Houston to produce servers supporting Apple Intelligence, expansion of research and development in fields like silicon engineering and artificial intelligence, and the establishment of a new advanced manufacturing academy in Detroit. The company also pledged to double its U.S. Advanced Manufacturing Fund and increase collaboration with American suppliers, aiming to create tens of thousands of jobs related to R&D, AI, and manufacturing technologies.<ref>

==Slogans==

{{cite web

{{main|List of Apple Inc. slogans}}

|url=https://www.apple.com/newsroom/2025/02/apple-will-spend-more-than-500-billion-usd-in-the-us-over-the-next-four-years/

Apple's first slogan, "[[Byte]] into an Apple," was released in the late 1970s. Once Apple started selling more than just computers, slogans were created for each individual product, as opposed to for the company itself. For example, the slogan "iThink, therefore iMac," was released in 1998, to promote the iMac. Several company-directed slogans are marketed today, however Apple tends to focus mainly on marketing its products individually.

|title=Apple will spend more than $500 billion in the U.S. over the next four years

|website=Apple Newsroom

|date=2025-02-24

|access-date=2025-07-27

}}

</ref>

The software landscape at Apple underwent a transformation in 2025. At its Worldwide Developers Conference (WWDC), Apple introduced the new "Liquid Glass" design language, rolled out unified system design updates across iOS 26, iPadOS 26, macOS Tahoe 26, and other platforms, and significantly expanded the capabilities of "Apple Intelligence", the company's personal AI system. These updates aimed to address previous criticisms of fragmented interfaces, and use on-device and cloud-based AI to improve privacy and user experience.<ref>{{cite web

==Corporate affairs==

|url=https://www.apple.com/newsroom/2025/06/apple-introduces-a-delightful-and-elegant-new-software-design/

Critics of Apple commonly point to their [[vertical integration|vertically-integrated]] business model, where all the hardware and operating system software comes from one company. Although the Apple II was very open, the Macintosh was originally closed and proprietary, and during the Mac's early history Apple generally refused to adopt prevailing industry standards for hardware, instead creating and implementing their own (for example, [[Apple Desktop Bus|ADB]] and [[NuBus]]).

|title=Apple introduces a delightful and elegant new software design

|website=Apple Newsroom

|date=2025-06-09

|access-date=2025-07-27

}}

</ref><ref>

{{cite web

|url=https://9to5mac.com/2025/05/05/wwdc-will-have-three-major-themes-next-month-heres-whats-coming/

|title=WWDC will have three major themes next month, here's what's coming

|website=9to5Mac

|date=2025-05-05

|access-date=2025-07-27

}}

</ref>

Despite continued growth in its services sector, including a new all-time high for services revenue in the March quarter and the launch of updated models such as the iPhone 16e and M4 MacBook Air,<ref>{{cite web

This trend was largely reversed in the late 1990s beginning with Apple's adoption of the [[Peripheral Component Interconnect|PCI]] bus in the [[Power Macintosh 7500|7500]]/[[Power Macintosh 8500|8500]]/[[Power Macintosh 9500|9500]] [[Power Macintosh|Power Macs]]. Apple has since adopted [[USB]], [[AGP]], [[HyperTransport]], [[WiFi]], and other industry standards in its computers and was in some cases a leader in the adoption of such standards. [[FireWire]] is an Apple-originated standard which has seen widespread industry adoption after it was standardized as [[IEEE 1394]].

|url=https://www.apple.com/newsroom/2025/05/apple-reports-second-quarter-results/

|title=Apple reports second quarter results

|website=Apple Newsroom

|date=2025-05-01

|access-date=2025-07-27

}}</ref><ref>{{cite web

|url=https://thegadgetflow.com/blog/new-apple-products-coming/

|title=13 New Apple products coming in 2025: What the rumors say

|website=The Gadget Flow

|date=2025-07-12

|access-date=2025-07-27

}}</ref> Apple faced significant challenges. The company contended with a 19% decline in stock value year-to-date, ongoing antitrust investigations by the U.S. Department of Justice, and legal disputes involving the App Store. Competition in the artificial intelligence space escalated, with rivals gaining ground. High-profile departures and political tensions, including calls for Apple to manufacture iPhones domestically or face tariffs, added to the pressure, making 2025 one of the most challenging years for CEO Tim Cook.<ref>

{{cite news

|url=https://finance.yahoo.com/news/apples-difficult-2025-is-tim-cooks-biggest-test-yet-193007489.html

|title=Apple's difficult 2025 is Tim Cook's biggest test yet

|work=Yahoo Finance

|date=2025-05-28

|access-date=2025-07-27

}}</ref>

== Products ==

However, the iPod remains a mostly closed and vertically-integrated platform. Although Apple provides documented interfaces for hardware accessories, developers have no supported way to add features to the software (such as decoding of additional formats). Although the iPod supports the mainstream MP3 and AAC formats, the iPod does not support other proprietary formats like [[Windows Media Audio|Windows Media]] and [[RealAudio|Real Audio]] or the open [[Vorbis|Ogg Vorbis]] format. Apple also refuses to license its [[FairPlay]] [[Digital Rights Management|DRM]] to other online music vendors. However, Apple did add Windows PC support with their second generation iPod series.

{{see also|List of Apple products}}Since the company's founding and into the early 2000s, Apple primarily sold computers, which are marketed as [[Mac (computer)|Macintosh]] since the mid-1980s. Since then, the company has expanded its product categories to include various portable devices, starting with the now discontinued [[iPod]] (2001), and later with the [[iPhone]] (2007) and [[iPad]] (2010). Apple also sells several other products that it categorizes as "Wearables, Home and Accessories", such as the [[Apple Watch]], [[Apple TV]], [[AirPods]], [[HomePod]], and [[Apple Vision Pro]].

Apple devices have been praised for creating [[Apple ecosystem|a cohesive ecosystem]] when used in conjunction with other Apple products,<ref>{{Cite web |last=Ricker |first=Thomas |date=2016-09-07 |title=Apple's greatest innovation is its ecosystem |url=https://www.theverge.com/2016/9/7/12828846/apple-s-greatest-product-is-its-ecosystem |access-date=2024-10-13 |website=[[The Verge]] |language=en-US}}</ref> though have received criticism for not functioning as well or with as many features when used with competitive devices and instead often relying on Apple's proprietary features, software, and services to work as intended by Apple, an approach often described as "[[Walled garden (technology)|walled garden]]".<ref>{{Cite web |last=Johnson |first=Allison |date=2024-04-27 |title=The walls of Apple's garden are tumbling down |url=https://www.theverge.com/24141929/apple-iphone-imessage-antitrust-dma-lock-in |access-date=2024-12-12 |website=[[The Verge]] |language=en}}</ref> As of 2023, there are over 2 billion Apple devices in active use worldwide.<ref name="TheVerge20230202"/>

Ever since the first Apple store opened, Apple has wanted third parties to sell their products and software inside the Apple store. This allows Nikon and Canon to sell their Macintosh-compatible digital cameras and camcorders inside the store. Adobe, the largest Apple software partner, also sells its Mac-compatible software inside the store along with Microsoft, who sells Microsoft Office for the Mac. A notable exception are books published by [[John Wiley & Sons]]. The publisher's line of books were banned from [[Apple Store (retail)|Apple Stores]] in 2005 because Steve Jobs disagreed with their editorial policy.<ref>Hafner, Katie: [http://www.nytimes.com/2005/04/30/technology/30apple.html?ex=1272513600&en=7cc0ad54117bc197&ei=5090&partner=rssuserland&emc=rss Steve Jobs's Review of His Biography: Ban It]. ''[[The New York Times]]'', [[2005-04-30]].</ref>

=== Mac ===

Apple originally used [[68k|Motorola's 68000-series processors]] in their Macintosh computers. Apple then switched to using PowerPC processors manufactured in partnership with IBM and Motorola. In June of 2005, after IBM failed to meet previously stated performance goals for PowerPC-based CPUs, Steve Jobs announced that Apple Computer would switch to Intel processors.

{{Main|Mac (computer)}}

{{Multiple image

| total_width = 250

| image1 = M2 Macbook Air Midnight model - 1.jpg

| caption1 = MacBook Air with M2 chip

| image2 = M1 iMac blue model (cropped).jpg

| caption2 = iMac with M1 chip

| alt1 = A MacBook Air, in midnight color, on a wooden desk.

| alt2 = An thin iMac in blue color on a desk.

}}

Mac, which is short for Macintosh, its official name until 1999, 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|2024|lc=y|pre=the end of}} they account for only about eight percent of the company's revenue.<ref name="Apple-10-K-Report-2024" />

There are six Mac computer families in production:

===Headquarters===

* [[iMac]]: Consumer all-in-one desktop computer, introduced in 1998.

Apple Inc.'s world corporate headquarters are located in the middle of [[Silicon Valley]], at 1 [[Infinite Loop (street)|Infinite Loop]], [[Cupertino, California]] (coordinates: {{coor dms|37|19|55|N|122|01|47|W|type:landmark}}). This Apple campus has six buildings which total 850,000 sq ft. and was built in 1993 by Sobrato Development Cos.<ref>http://sanjose.bizjournals.com/sanjose/stories/2005/10/03/story4.html</ref>

* [[Mac Mini]]: Consumer sub-desktop computer, introduced in 2005.

* [[MacBook Pro]]: Professional notebook, introduced in 2006.

* [[Mac Pro]]: Professional workstation, introduced in 2006.

* [[MacBook Air]]: Consumer ultra-thin notebook, introduced in 2008.

* [[Mac Studio]]: Professional small form-factor workstation, introduced in 2022.

Macs use [[Apple silicon]] chips, run the [[macOS]] operating system, and include Apple software like the [[Safari (web browser)|Safari]] web browser, [[iMovie]] for home movie editing, [[GarageBand]] for music creation, and the [[iWork]] productivity suite. Apple also sells [[Pro apps (Apple)|pro apps]]: [[Final Cut Pro]] for video production, [[Logic Pro]] for musicians and producers, and [[Xcode]] for software developers. Apple also sells a variety of accessories for Macs, including the [[Pro Display XDR]], [[Apple Studio Display]], [[Magic Mouse]], [[Magic Trackpad]], and [[Magic Keyboard (Mac)|Magic Keyboard]].

In 2006, Apple announced its intention to build a second campus on 50 acres assembled from various contiguous plots. The new campus, also in Cupertino, will be about one mile east of the current campus.<ref>http://www.mercurynews.com/mld/mercurynews/business/technology/14422699.htm</ref>

===CEOs iPhone ===

{{Main|iPhone}}

*1977–1981: [[Michael Scott (Apple)|Michael "Scotty" Scott]]

[[File:IPhone 16 Ultramarine Rear.png|alt=|thumb|317x317px|Back view of [[iPhone 16]]]]

*1981–1983: [[Mike Markkula|A. C. "Mike" Markkula]]

The iPhone is Apple's line of [[smartphone]]s, which run the [[iOS]] operating system. The [[iPhone (1st generation)|first iPhone]] was unveiled by Steve Jobs on January 9, 2007. Since then, new [[List of iPhone models|iPhone 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 [[Mobile app development|app economy]].

*1983–1993: [[John Sculley]]

*1993–1996: [[Michael Spindler]]

*1996–1997: [[Gil Amelio]]

*1997–present: [[Steve Jobs]]

iOS is one of the two major smartphone [[Computing platform|platforms]] in the world, alongside [[Android (operating system)|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.<ref>{{cite web |last=Satariano |first=Adam |date=August 10, 2011 |title=Apple Surpasses Exxon as World's Most Valuable Company Before Retreating |url=https://www.bloomberg.com/news/2011-08-09/apple-rises-from-near-bankruptcy-to-become-most-valuable-company.html |archive-url=https://web.archive.org/web/20110810082324/http://www.bloomberg.com/news/2011-08-09/apple-rises-from-near-bankruptcy-to-become-most-valuable-company.html |archive-date=August 10, 2011 |access-date=May 28, 2017 |work=[[Bloomberg News]]}}</ref> {{As of|2024|pre=the end of}}, the iPhone accounts for nearly half<!-- 49% --> of the company's revenue.<ref name="Apple-10-K-Report-2024" />

===Current board of directors===

*[[Bill Campbell (CEO)|Bill Campbell]], chairman of [[Intuit Inc.]]

*[[Millard Drexler]], chairman and CEO of [[J.Crew]]

*[[Al Gore]], former [[Vice President of the United States]]

*[[Steve Jobs]], CEO and co-founder of Apple; also a director of [[The Walt Disney Company]]

*[[Arthur D. Levinson]], chairman and CEO of [[Genentech]]

*[[Eric E. Schmidt]], chairman and CEO of [[Google]]

*[[Jerry York (businessman)|Jerry York]], chairman, president and CEO of [[Harwinton Capital]]

===Current executivesiPad ===

{{Main|iPad}}

*[[Steve Jobs]], [[chief executive officer]]

[[File:IPad Pro 2020 with Magic Keyboard - 3.jpg|thumb|The [[IPad Pro (4th generation)|2020 iPad Pro]] on display]]

*[[Timothy D. Cook]], [[chief operating officer]]

The iPad is Apple's line of [[tablet computer|tablets]] which run [[iPadOS]]. The [[IPad (1st generation)|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 [[Apple M1|M1]] and [[Apple M2|M2]] chips as the Mac; but the iPad still receives criticism for its limited OS.<ref>{{Cite web |last=Bohn |first=Dieter |date=May 19, 2021 |title=iPad Pro (2021) review: the best screen, but is that enough? |url=https://www.theverge.com/22442084/ipad-pro-2021-review-features-screen-mini-led-m1-processor |access-date=November 7, 2022 |website=The Verge |language=en-US |archive-date=November 5, 2021 |archive-url=https://web.archive.org/web/20211105160939/https://www.theverge.com/22442084/ipad-pro-2021-review-features-screen-mini-led-m1-processor |url-status=live}}</ref><ref>{{Cite web |last=Ivanov |first=Dzhoro |title=The M1 iPad Pro can run a desktop OS – Apple just won't let it |url=https://www.phonearena.com/news/The-M1-iPad-Pro-can-run-a-desktop-OS---Apple-just-wont-let-it_id142585 |access-date=November 7, 2022 |website=Phone Arena |date=September 18, 2022 |language=en-US |archive-date=November 7, 2022 |archive-url=https://web.archive.org/web/20221107210123/https://www.phonearena.com/news/The-M1-iPad-Pro-can-run-a-desktop-OS---Apple-just-wont-let-it_id142585 |url-status=live}}</ref>

*[[Philip W. Schiller]], senior vice president of worldwide [[product marketing]]

*[[Tony Fadell]], senior vice president of iPod division

*[[Bertrand Serlet]], senior vice president of [[software engineering]]

*[[Ron Johnson (Apple)|Ron Johnson]], senior vice president of retail

*[[Sina Tamaddon]], senior vice president of applications

*[[Peter Oppenheimer]], senior vice president and [[Chief Financial Officer|CFO]]

*[[Jonathan Ive]], senior vice president of [[industrial design]]

{{as of|2020|September|post=,}} Apple has sold more than 500&nbsp;million iPads, though sales peaked in 2013.<ref name="500m ipads">{{Cite web |title=Apple has sold a total of 500 million iPads in the last 10 years |url=https://appleinsider.com/articles/20/09/15/apple-has-sold-a-total-of-500-million-ipads-in-the-last-10-years |access-date=September 21, 2020 |website=AppleInsider |date=September 15, 2020 |language=en |archive-date=January 30, 2022 |archive-url=https://web.archive.org/web/20220130200317/https://appleinsider.com/articles/20/09/15/apple-has-sold-a-total-of-500-million-ipads-in-the-last-10-years |url-status=live}}; {{cite web |last=Fried |first=Ina |date=January 31, 2017 |title=iPad sales keep shrinking – down another 20 percent |url=https://www.recode.net/2017/1/31/14460952/apple-ipad-sales-still-falling|access-date=March 20, 2019 |website=[[Recode]]|archive-date=April 29, 2019|archive-url=https://web.archive.org/web/20190429144854/https://www.recode.net/2017/1/31/14460952/apple-ipad-sales-still-falling|url-status=live}}; {{cite news |date=March 23, 2017 |title='Clearance sale' shows Apple's iPad is over. It's done |work=[[The Register]] |url=https://www.theregister.co.uk/2017/03/23/clearance_sale_shows_the_ipad_is_over_its_done|access-date=March 20, 2019|archive-date=December 3, 2018|archive-url=https://web.archive.org/web/20181203202632/https://www.theregister.co.uk/2017/03/23/clearance_sale_shows_the_ipad_is_over_its_done/|url-status=live}}</ref> The iPad still remains the [[Tablet computer#By manufacturer|most popular tablet computer by sales]] {{As of|2020|lc=y|pre=the second quarter of}},<ref>{{Cite web |last=Potuck |first=Michael |date=August 5, 2020 |title=Latest data suggests iPad sales hit highest growth rate in 6 years during Q2 |url=https://9to5mac.com/2020/08/05/latest-data-suggests-ipad-sales-hit-highest-growth-rate-in-6-years-during-q2 |access-date=September 21, 2020 |website=9to5Mac |language=en-US |archive-date=January 18, 2021 |archive-url=https://web.archive.org/web/20210118135627/https://9to5mac.com/2020/08/05/latest-data-suggests-ipad-sales-hit-highest-growth-rate-in-6-years-during-q2/ |url-status=live}}</ref> and accounted for seven percent of the company's revenue {{As of|2024|lc=y|pre=the end of}}.<ref name="Apple-10-K-Report-2024" /> Apple sells several [[iPad accessories]], including the [[Apple Pencil]], [[Smart Keyboard]], [[Smart Keyboard Folio]], [[Magic Keyboard for iPad|Magic Keyboard]], and several adapters.

==Corporate culture==

Apple has a long tradition of emphasizing the user experience, rather than the technology involved in delivering that experience. This attitude is reflected in the casual manner the company switches the Mac from architecture to architecture every decade or so, presenting this to users and developers alike as an affair that changes not at all the essential character of the Mac, while industry observers and trade magazines become highly concerned over what they perceive as an enormous change in direction.{{fact|date=February 2007}}

=== Other products ===

Apple was one of several highly successful companies founded in the 1970s that bucked the traditional notions of what a corporate culture should look like in terms of organizational hierarchy (flat versus tall, casual versus formal attire, et cetera). Other highly successful firms with similar cultural aspects from the same time period include [[Southwest Airlines]] and [[Microsoft]], and the relative success of these firms (whether a result of their cultural differences or not) resulted in the widespread adoption of informal corporate culture within the technology industry.{{fact|date=January 2007}} Originally, the company stood in opposition to staid competitors like IBM more or less by default, thanks to the influence of its founders; Steve Jobs often walked around the office barefoot even after Apple was a [[Fortune 500]] company. By the time of the [[1984 (television commercial)|"1984" TV ad]], this trait had become a key way the company differentiated itself from its competitors.

{{Multiple image

| image1 = Apple AirPods Max 6.jpg

| caption1 = [[AirPods Max]]

| image2 = Apple Watch Ultra - 2.jpg

| caption2 = [[Apple Watch Ultra]]

| total_width = 250

| perrow = 2 / 2

}}

Apple makes several other products that it categorizes as "Wearables, Home and Accessories".<ref>{{Cite web |last=Leswing |first=Kif |date=January 28, 2020 |title=Apple's fastest-growing business segment, which includes AirPods and Watch, is now bigger than Mac |url=https://www.cnbc.com/2020/01/28/apple-wearables-home-and-accessories-segment-now-bigger-than-mac.html |access-date=October 19, 2022 |website=CNBC |language=en |archive-date=October 19, 2022 |archive-url=https://web.archive.org/web/20221019225049/https://www.cnbc.com/2020/01/28/apple-wearables-home-and-accessories-segment-now-bigger-than-mac.html |url-status=live}}</ref> These products include the [[Apple headphones|AirPods]] line of wireless headphones, [[Apple TV]] digital media players, [[Apple Watch]] smartwatches, [[Beats Electronics|Beats]] headphones, [[HomePod]] smart speakers, and the [[Vision Pro]] mixed reality headset. {{As of|2024|pre=the end of}}, this broad line of products comprises about ten percent of the company's revenues.<ref name="Apple-10-K-Report-2024" />

===Apple Fellows===

As the company has grown and been led by a series of chief executives, each with his own idea of what Apple should be, some of its original character has arguably been lost, but Apple still has a reputation for fostering individuality and excellence that reliably draws talented people into its employ, especially after Jobs' return. To recognize the best of its employees, Apple created the Apple Fellows program. Apple Fellows are those who have made extraordinary technical or leadership contributions to [[personal computing]] while at the company. The Apple Fellowship has so far been awarded to a few individuals including [[Bill Atkinson]],<ref name="hertzfeld">{{cite web|url=http://www.folklore.org/StoryView.py?project=Macintosh&story=Credit_Where_Due.txt|title=Credit Where Due|last=Hertzfeld|first=Andy|authorlink=Andy Hertzfeld|publisher=Folklore.org|date=January 1983|accessdate=2006-05-26}}</ref> [[Steve Capps]],<ref>http://www.msu.edu/~luckie/hallofame.htm</ref> [[Rod Holt]],<ref name="hertzfeld"/> [[Alan Kay]],<ref name="yoyow">{{cite news|url=http://www.yoyow.com/marye/mtstories/kawasaki.html|title=Fighting Back For Mac|last= Eisenhart |first=Mary|publisher= MicroTimes|date=1997|accessdate=2006-05-26}}</ref><ref>{{cite web|url=http://www.folklore.org/StoryView.py?project=Macintosh&story=Leave_Of_Absence.txt|title=Leave of Absence|last=Hertzfeld|first=Andy|authorlink=Andy Hertzfeld|publisher=Folklore.org|date=March 1984|accessdate=2006-05-26}}</ref> [[Guy Kawasaki]],<ref name="yoyow"/><ref>{{cite news|url=http://www.mactech.com/articles/mactech/Vol.11/11.09/Sep95Newsbits/index.html|date=September 1995|title=Apple Taps Guy Kawasaki For Apple Fellows Program|last=Kawakami|first=John|publisher=[[MacTech]]|accessdate=2006-05-26}}</ref> [[Don Norman]],<ref name="yoyow"/> [[Rich Page]],<ref name="hertzfeld"/> and [[Steve Wozniak]].<ref name="hertzfeld"/>

==User= cultureServices ===

Apple offers a broad line of services, including advertising in the [[App Store (Apple)|App Store]] and Apple News app, the [[AppleCare+]] extended warranty plan, the [[iCloud+]] cloud-based data storage service, payment services through the [[Apple Card]] credit card and the [[Apple Pay]] processing platform, digital content services including [[Apple Books]], [[Apple Fitness+]], [[Apple Music]], [[Apple News+]], [[Apple TV+]], and the [[iTunes Store]]. {{As of|2024|pre=the end of}}, services comprise about 26% of the company's revenue.<ref name="Apple-10-K-Report-2024" /> In 2019, Apple announced it would be making a concerted effort to expand its service revenues.<ref name="AppleVideoRevenue2">{{Cite news |last=Pullen |first=John Patrick |date=March 24, 2019 |title=Apple's Two-Word Plan for the Future of the Internet: Subscribe Now |work=[[Forbes]] |url=http://fortune.com/2019/03/24/watch-apple-event-live-stream-television-news-service |url-status=live |access-date=March 25, 2019 |archive-url=https://web.archive.org/web/20190325135825/http://fortune.com/2019/03/24/watch-apple-event-live-stream-television-news-service |archive-date=March 25, 2019}}</ref>

{{seealso|Cult of Mac}}

{{Clear}}

According to surveys by [[J. D. Power]], Apple has the highest brand and repurchase loyalty of any computer manufacturer. While this brand loyalty is considered unusual for any product, Apple appears not to have gone out of its way to create it. At one time, [[Apple evangelist]]s were actively engaged by the company, but this was after the phenomenon was already firmly established. Apple evangelist [[Guy Kawasaki]] has called the brand fanaticism "something that was stumbled upon."<ref>[http://www.creatingcustomerevangelists.com/resources/evangelists/guy_kawasaki.asp The father of evangelism marketing] by Ben McConnell and Jackie Huba</ref> Apple has, however, supported the continuing existence of a network of [[user group|Mac User Groups]] in most major and many minor centers of population where the Macintosh is available.

== Marketing ==

Macintosh users meet at the European [[Apple Expo]] and the San Francisco [[Macworld Conference & Expo]] trade shows where Apple introduces new products each year to the industry and public. Macintosh developers in turn gather at the annual Apple [[Worldwide Developers Conference]].

{{Main|Marketing of Apple Inc.}}

=== Branding ===

[[Apple Store (retail)|Apple Store]] openings can draw crowds of thousands, with some waiting in line as much as a day before the opening or flying in from other countries for the event.<ref>http://www.wired.com/news/culture/mac/0,61513-0.html</ref> The [[New York City]] [[Fifth Avenue]] "Cube" store had a line as long as half a mile; a few Mac fans took the opportunity of the setting to propose marriage.<ref>http://ifostore.cachefly.net/fifth_avenue/index.html</ref> The Ginza opening in Tokyo was estimated in the thousands with a line exceeding eight city blocks.<ref>http://www.japanconsuming.com/news/040828.html</ref>

[[File:Apple Computer Logo rainbow.svg|thumb|upright|The first official logo of Apple Inc. was used from 1977 to 1998.<ref name="logo">{{Cite web |title=Logo Evolution: How Top Brands Redesigned Logos and Boosted Conversion |url=https://www.vardot.com/blog/logo-evolution-how-top-brands-redesigned-emblems-and-boosted-conversion-721 |access-date=April 9, 2017 |website=Vardot |archive-date=March 29, 2022 |archive-url=https://web.archive.org/web/20220329001610/https://www.vardot.com/en-us/ideas/blog/how-top-brands-redesigned-emblems-and-boosted-conversion |url-status=live}}</ref>]]

According to Steve Jobs, the company's name was inspired by his visit to an apple farm while on a [[fruitarian]] diet.<ref>{{Cite news |date=October 20, 2011 |title=Steve Jobs bio says Apple CEO abhorred 'corrupt' execs |publisher=[[CBC News]] |url=https://www.cbc.ca/news/science/steve-jobs-chose-herbal-medicine-delayed-cancer-surgery-1.1124855 |access-date=October 21, 2011 |archive-date=September 9, 2013 |archive-url=https://web.archive.org/web/20130909103558/http://www.cbc.ca/news/world/story/2011/10/20/steve-jobs-bio.html |url-status=live}}</ref> 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.<ref>{{Cite news |url=http://www.wired.com/2003/09/apple-doin-the-logo-motion/ |title=Wired News: Apple Doin' the Logo-Motion |date=September 26, 2003 |access-date=December 3, 2023 |archive-date=December 3, 2023 |archive-url=https://web.archive.org/web/20231203130321/https://www.wired.com/2003/09/apple-doin-the-logo-motion/ |url-status=live}}</ref> This logo has been erroneously referred to as a tribute to [[Alan Turing]], with the bite mark a reference to [[Alan Turing#Death|his method of suicide]].<ref>{{Cite news |url=https://www.independent.co.uk/news/media/logos-that-became-legends-icons-from-the-world-of-advertising-768077.html |title=Logos that became legends: Icons from the world of advertising |___location=UK |work=The Independent |access-date=September 14, 2009 |date=January 4, 2008 |archive-url=https://web.archive.org/web/20091003003651/http://www.independent.co.uk/news/media/logos-that-became-legends-icons-from-the-world-of-advertising-768077.html |archive-date=October 3, 2009 |url-status=live}}; {{Cite web |date=March 14, 2005 |title=Archived Interview with Rob Janoff |url=http://www.unisourcedesign.ca/en/archive_design_technology.html_1.html |url-status=dead |archive-url=https://web.archive.org/web/20050314132032/http://www.unisourcedesign.ca/en/archive_design_technology.html_1.html |archive-date=March 14, 2005}}</ref>

On August 27, 1999,<ref name="web.archive.org">{{Cite web |date=August 27, 1999 |title=Apple Computer |url=https://www.apple.com |archive-url=https://web.archive.org/web/19990827174523/http://www.apple.com |archive-date=August 27, 1999 |access-date=January 1, 2014}}</ref> Apple officially dropped the rainbow scheme and began to use monochromatic logos nearly identical in shape to the previous rainbow incarnation. An [[Aqua (user interface)|Aqua]]-themed version of the monochrome logo was used from 1998 until 2003, and a glass-themed version was used from 2007 until 2013.<ref>{{Cite web |title=The Lost Apple Logos You've Never Seen |url=http://thebrainfever.com/apple/the-lost-apple-logos-you-ve-never-seen |publisher=thebrainfever}}</ref>

John Sculley told ''[[The Guardian]]'' newspaper in 1997: "People talk about technology, but Apple was a marketing company. It was the marketing company of the decade."<ref>[http://www.wired.com/news/culture/mac/0,56677-0.html Wired News: Apple: It's All About the Brand]</ref>

[[Apple evangelist]]s were actively engaged by the company at one time, but this was after the phenomenon had already been firmly established. Apple [[Evangelism marketing|evangelist]] [[Guy Kawasaki]] has called the brand fanaticism "something that was stumbled upon",<ref>{{Cite web |last1=McConnell |first1=Ben |last2=Huba |first2=Jackie |title=The father of evangelism marketing |url=http://creatingcustomerevangelists.com/resources/evangelists/guy_kawasaki.asp |archive-url=https://web.archive.org/web/20030725064021/http://creatingcustomerevangelists.com/resources/evangelists/guy_kawasaki.asp |archive-date=July 25, 2003 |access-date=April 18, 2017 |website=Creating Customer Evangelists}}</ref> while Jonathan Ive claimed in 2014 that "people have an incredibly personal relationship" with Apple's products.<ref name="Time" />

Market research indicates that Apple draws its customer base from an unusually artistic, creative, and well-educated population, which may explain the platform’s visibility within certain youthful, avant-garde subcultures.<ref>{{cite web|last=Fried|first=Ian|authorlink=Ian Fried (writer)|date=[[2002-07-12]]|url=http://news.com.com/2100-1040-943519.html|title=Are Mac users smarter?|publisher=[[news.com]]|accessdate=2006-04-24}}</ref> Furthermore, [[conventional wisdom]] holds that the platform appeals especially to the politically [[liberal]]-minded;{{fact|date=April 2007}} even Steve Jobs speculates that “maybe a little less” than half of Apple’s customers are [[Republican Party (United States)|Republican]]s, “maybe more Dell than ours.” However [[American conservatism|conservative]] [[talk radio]] host [[Rush Limbaugh]] is a staunch Apple customer.<ref>{{cite web|last=Mossberg|first=Walt|authorlink=Walt Mossberg|date=[[2004-08-24]]|url=http://www.alwayson-network.com/comments.php?id=5090_0_1_0_C|title=Politics Beyond Platform and Browser for Apple CEO?|publisher=AlwaysOn Network, LLC|accessdate=2006-06-01}}</ref> Moreoever, in his biography of conservative Australian politician [[Joh Bjelke Petersen]] entitled Jigsaw, [[Derek Townsend]] specifically makes mention on his book jacket that there is an Apple Computer behind him on the desk. An otherwise irrelevant fact, this reference to Apple can only be seen as further proof of the popularity of Apple computers across the entire political spectrum. Accurate or not, this perception can only be reinforced by the company's pattern of political donations,<ref>{{cite web|url=http://www.buyblue.org/node/251/view/summary|title=Apple Computer, Inc|publisher=BuyBlue.org|accessdate=2006-06-01}}</ref> by [[Al Gore]]’s membership on the board,<ref>{{cite press release|date=[[2003-03-19]]|url=http://www.apple.com/pr/library/2003/mar/19gore.html|title=Former Vice President Al Gore Joins Apple's Board of Directors|publisher=Apple Inc.|accessdate=2006-06-01}}</ref> and surely not least by Jobs’ own personal history.<ref>{{cite web|url=http://quote.bloomberg.com/apps/news?pid=10000103&sid=aIzb2nc.YIIE|title=Berkshire's Buffett, Apple's Jobs Join Kerry Advisers|publisher=[[Bloomberg L.P.]]|accessdate=2006-06-01}}</ref>

''[[Fortune (magazine)|Fortune]]'' magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012.<ref>{{Cite magazine |last=Fisher |first=Anne |date=March 17, 2008 |title=America's Most Admired Companies |url=https://money.cnn.com/galleries/2008/fortune/0802/gallery.mostadmired_top20.fortune/index.html |magazine=[[Fortune (magazine)|Fortune]] |publisher=[[CNN]] |volume=157 |issue=5 |pages=65–67 |access-date=August 2, 2020 |archive-date=May 23, 2022 |archive-url=https://web.archive.org/web/20220523090601/https://money.cnn.com/galleries/2008/fortune/0802/gallery.mostadmired_top20.fortune/index.html |url-status=live}}; {{Cite magazine |last=Colvin |first=Geoff |title=The World's Most Admired Companies 2009 |magazine=[[Fortune (magazine)|Fortune]] |publisher=[[CNN]] |volume=159 |issue=5 |page=76 |date=March 16, 2009 |url=https://money.cnn.com/magazines/fortune/mostadmired/2009/full_list |access-date=August 2, 2020 |archive-date=August 14, 2020 |archive-url=https://web.archive.org/web/20200814123717/https://money.cnn.com/magazines/fortune/mostadmired/2009/full_list/ |url-status=live}}; {{Cite magazine |url=https://money.cnn.com/magazines/fortune/mostadmired/2010/snapshots/670.html |title=World's Most Admired Companies |magazine=[[Fortune (magazine)|Fortune]] |publisher=[[CNN]] |date=March 2010 |access-date=March 7, 2010 |archive-url=https://web.archive.org/web/20100307092117/https://money.cnn.com/magazines/fortune/mostadmired/2010/snapshots/670.html |archive-date=March 7, 2010 |url-status=live}}; {{Cite magazine |url=https://money.cnn.com/magazines/fortune/mostadmired/2011/snapshots/670.html |title=World's Most Admired Companies |magazine=[[Fortune (magazine)|Fortune]] |publisher=[[CNN]] |date=November 2011 |access-date=November 10, 2011 |archive-date=June 27, 2022 |archive-url=https://web.archive.org/web/20220627230421/https://money.cnn.com/magazines/fortune/mostadmired/2011/snapshots/670.html |url-status=live}}; {{Cite magazine |title=The World's Most Admired Companies |magazine=[[Fortune (magazine)|Fortune]] |date=March 19, 2012 |volume=165 |issue=4 |pages=139–140 |url=https://money.cnn.com/magazines/fortune/most-admired/2012/snapshots/670.html?iid=splwinners |access-date=August 2, 2020 |archive-date=June 23, 2022 |archive-url=https://web.archive.org/web/20220623014503/https://money.cnn.com/magazines/fortune/most-admired/2012/snapshots/670.html?iid=splwinners |url-status=live}}</ref> 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.<ref>{{Cite news |last=Elliot |first=Stuart |date=September 29, 2013 |title=Apple Passes Coca-Cola as Most Valuable Brand |work=[[The New York Times]] |url=https://www.nytimes.com/2013/09/30/business/media/apple-passes-coca-cola-as-most-valuable-brand.html |url-access=limited |access-date=October 21, 2013 |archive-url=https://ghostarchive.org/archive/20220101/https://www.nytimes.com/2013/09/30/business/media/apple-passes-coca-cola-as-most-valuable-brand.html |archive-date=January 1, 2022}}{{cbignore}}</ref> [[Boston Consulting Group]] has ranked Apple as the world's most innovative brand every year {{as of|2005|lc=true}}.<ref>[https://www.forbes.com/sites/susanadams/2013/09/27/is-apple-the-worlds-most-innovative-company-still Is Apple The World's Most Innovative Company (Still)?] {{Webarchive|url=https://web.archive.org/web/20170910005018/https://www.forbes.com/sites/susanadams/2013/09/27/is-apple-the-worlds-most-innovative-company-still/ |date=September 10, 2017 }}, ''[[Forbes]]'', September 27, 2013.</ref> {{As of|2021|January|post=,}} 1.65 billion Apple products were in active use.<ref>{{Cite news |date=January 27, 2021 |title=Apple sees revenue growth accelerating after setting record for iPhone sales, China strength |language=en |work=Reuters |url=https://www.reuters.com/article/us-apple-results-idUSKBN29W2TD |access-date=July 18, 2023 |archive-date=July 18, 2023 |archive-url=https://web.archive.org/web/20230718201014/https://www.reuters.com/article/us-apple-results-idUSKBN29W2TD |url-status=live}}</ref><ref>{{Cite news |title=Apple Now Has 1.65 Billion Active Devices Worldwide |language=en |url=https://www.macrumors.com/2021/01/27/apple-active-devices-worldwide-january-2021 |access-date=January 27, 2021 |archive-date=January 27, 2021 |archive-url=https://web.archive.org/web/20210127220139/https://www.macrumors.com/2021/01/27/apple-active-devices-worldwide-january-2021/ |url-status=live}}</ref> In February 2023, that number exceeded 2 billion devices.<ref>{{Cite web |date=February 2, 2023 |title=Apple Now Has More Than Two Billion Active Devices Worldwide |url=https://www.macrumors.com/2023/02/02/apple-two-billion-active-devices/ |access-date=July 18, 2023 |website=MacRumors |language=en |archive-date=July 18, 2023 |archive-url=https://web.archive.org/web/20230718194120/https://www.macrumors.com/2023/02/02/apple-two-billion-active-devices/ |url-status=live}}</ref><ref name="TheVerge20230202">{{Cite web |last=Shakir |first=Umar |date=February 2, 2023 |title=Apple surpasses 2 billion active devices |url=https://www.theverge.com/2023/2/2/23583501/apple-iphone-ipad-active-2-billion-devices-q1-2023 |access-date=July 18, 2023 |website=The Verge |language=en-US |archive-date=July 18, 2023 |archive-url=https://web.archive.org/web/20230718194119/https://www.theverge.com/2023/2/2/23583501/apple-iphone-ipad-active-2-billion-devices-q1-2023 |url-status=live}}</ref> In 2023, the [[World Intellectual Property Organization]] (WIPO)'s Madrid Yearly Review ranked Apple Inc.'s number of trademark applications, filled under the [[Madrid Protocol|Madrid System]], as 10th in the world, with 74 [[trademarks|trademark]] applications submitted during 2023.<ref>{{Cite web |title=Madrid Yearly Review 2024 |url=https://www.wipo.int/edocs/pubdocs/en/wipo-pub-940-2024-en-madrid-yearly-review-2024.pdf |page=22}}</ref>

==Litigation==

{{main|Notable litigation of Apple}}

Apple's earliest court action dates to 1978 when [[Apple Records]], [[The Beatles]]-founded record label, [[Apple Corps v. Apple Computer|filed suit against Apple Computer]] for [[trademark]] infringement. The suit settled in 1981 with an amount of US$80,000 being paid to [[Apple Corps]]. As a condition of the settlement, Apple Computer agreed to stay out of the music business. The case arose in 1989 again when Apple Corps sued over the Apple II<small>GS</small>, which included a professional synthesizer chip, claiming violation of the 1981 settlement agreement. In 1991 another settlement of around US$26.5 million was reached.<ref>[http://news.com.com/Apple+vs.+Apple+Perfect+harmony/2100-1027_3-5378401.html news.com: Apple vs. Apple: Perfect harmony?]</ref> In September 2003 Apple Computer was sued by Apple Corps again, this time for introducing the iTunes Music Store and the iPod, which Apple Corps believed was a violation of the previous agreement by Apple Computer not to distribute music.<ref>[http://www.legalzoom.com/articles/article_content/article11325.html legalzoom.com: Apple v Apple: What is at the core of The Beatles’ Apple Records vs. Apple Ipod…]</ref> The trial in the UK ended on [[May 8]] [[2006]] with victory for Apple Computer. The judge ruled the company's iTunes Music Store did not infringe on the trademark of Apple Corps and ordered Apple Corps to pay the legal costs.<ref>''[http://www.hmcourts-service.gov.uk/judgmentsfiles/j4226/apple_v_apple_hc03c02428_0506.htm Apple Corps Ltd. v. Apple Computer, Inc.]'', [[Royal Courts of Justice]]</ref> A new settlement was announced on [[February 5]] [[2007]] giving Apple Inc. control over the Apple mark with Apple Corps licensed to use it. Portions of the settlement are confidential, but each side will pay its own legal costs. As the Beatles' songs are not available for download from any legal music download sites, including the iTunes Music Store, Jobs' highly public nod to the Beatles (playing "[[Lovely Rita]]" on the iPhone) during his [[January 9]] [[2007]] Macworld keynote fueled widespread speculation about a deal to sell Beatles songs on iTunes. A spokewoman for Apple Corps said the settlement had no bearing on any such matter.<ref>{{cite news|url=http://www.nytimes.com/2007/02/06/business/06apple.html|title=2 Apples End a Long-Running Trademark Fight|publisher=[[The New York Times]]|date=[[2007-02-06]]|last=Pfanner|first=Eric|accessdate=2007-02-05}}</ref>

Apple was ranked the No. 3 company in the world in the 2024 ''[[Fortune 500]]'' list.<ref>{{Cite web |title=Fortune 500 |url=https://fortune.com/ranking/fortune500/ |access-date=2024-10-02 |website=[[Fortune (magazine)|Fortune]] |language=en}}</ref>

Of the matter, Steve Jobs said "We love the Beatles, and it has been painful being at odds with them over these trademarks. It feels great to resolve this in a positive manner, and in a way that should remove the potential of further disagreements in the future."{{fact|date=April 2007}}

=== Advertising ===

In 1982 Apple filed a lawsuit against [[Franklin Computer Corp.]], alleging that Franklin's ACE 100 personal computer used illegal copies of Apple's operating system and [[Read-only memory|ROM]]. ''[[Apple v. Franklin]]'' established the fundamental basis of [[copyright]] of computer software. When developing the Macintosh, Apple decided to embed a "[[smoking gun]]" in its firmware to make it easier to detect copying, so the original Macintosh shipped with an encrypted "Stolen from Apple" icon in ROM.

{{Main|Apple Inc. advertising}}

Apple's first slogan, "[[Byte]] into an Apple", was coined in the late 1970s.<ref>{{Cite web |date=December 10, 2007 |title=Apple Company |url=http://www.operating-system.org/betriebssystem/_english/fa-apple.htm |url-status=live |archive-url=https://web.archive.org/web/20080921095608/http://www.operating-system.org/betriebssystem/_english/fa-apple.htm |archive-date=September 21, 2008 |access-date=August 18, 2008 |website=Operating System Documentation Project}}</ref> From 1997 to 2002, the slogan "[[Think different]]" was used in advertising campaigns, and is still closely associated with Apple.<ref>{{Cite web |date=October 6, 2005 |title=Apple Think Different Campaign |url=http://www.theinspirationroom.com/daily/2005/apple-think-different |access-date=August 12, 2008 |website=The Inspiration Room Daily |archive-date=August 19, 2010 |archive-url=https://web.archive.org/web/20100819174102/http://theinspirationroom.com/daily/2005/apple-think-different/ |url-status=dead}}</ref> Apple also has slogans for specific product lines—for example, "iThink, therefore iMac" was used in 1998 to promote the iMac,<ref>{{Cite web |title=MacWorld New York: I think, therefore iMac |url=http://www.wap.org/tours/macworldny/ithink.html |access-date=August 13, 2008 |archive-date=May 21, 2011 |archive-url=https://web.archive.org/web/20110521031031/http://wap.org/tours/macworldny/ithink.html |url-status=live}}</ref> and "Say hello to iPhone" has been used in iPhone advertisements.<ref>{{Cite web |date=June 29, 2007 |title=Say hello to iPhone |url=http://billday.com/2007/06/29/say-hello-to-iphone |url-status=live |archive-url=https://web.archive.org/web/20080907003704/http://billday.com/2007/06/29/say-hello-to-iphone |archive-date=September 7, 2008 |access-date=August 13, 2008 |website=BillDay.com}}</ref> "Hello" was also used to introduce the original Macintosh, [[Newton (platform)|Newton]], iMac ("hello (again)"), and iPod.<ref>{{Cite magazine |last=Manjoo |first=Farhad |date=January 11, 2002 |title=IMac: What's in a Design, Anyway? |url=https://www.wired.com/2002/01/imac-whats-in-a-design-anyway |url-status=live |magazine=[[Wired (magazine)|Wired]] |archive-url=https://web.archive.org/web/20140304092046/http://www.wired.com/science/discoveries/news/2002/01/49652 |archive-date=March 4, 2014 |access-date=February 15, 2010}}</ref>

From the introduction of the Macintosh in 1984, with the [[1984 (television commercial)|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 [[Apple Inc. advertising#Criticism|were criticized]],<ref>{{Cite web |last=Williams |first=Ian |date=June 13, 2007 |title=UK watchdog clears Apple ads |url=http://www.computing.co.uk/vnunet/news/2192019/asa-clears-apple-ads |archive-url=https://archive.today/20080110012153/http://www.computing.co.uk/vnunet/news/2192019/asa-clears-apple-ads |archive-date=January 10, 2008 |access-date=April 18, 2017 |website=Computing |publisher=Incisive Media Ltd}}</ref> particularly the 2005 Power Mac ads.<ref>{{Cite news |date=June 11, 2004 |title=Apple Power Mac ads 'misleading' |work=[[BBC News]] |url=http://news.bbc.co.uk/2/hi/technology/3797261.stm |access-date=April 18, 2017 |archive-date=June 1, 2013 |archive-url=https://web.archive.org/web/20130601142554/http://news.bbc.co.uk/1/hi/technology/3797261.stm |url-status=live}}</ref> Apple's product advertisements gained significant attention as a result of their eye-popping graphics and catchy tunes.<ref name="Daily News">Farber, Jim. [http://www.nydailynews.com/entertainment/music/2008/03/11/2008-03-11_apple_ad_creates_recognition_for_yael_na.html Apple ad creates recognition for Yael Naim] {{Webarchive|url=https://web.archive.org/web/20111011102630/http://www.nydailynews.com/entertainment/music/2008/03/11/2008-03-11_apple_ad_creates_recognition_for_yael_na.html |date=October 11, 2011 }}, ''[[New York Daily News]]'', March 11, 2008.</ref> Musicians who benefited from an improved profile as a result of their songs being included on Apple advertisements include Canadian singer [[Feist (singer)|Feist]] with the song "[[1234 (Feist song)|1234]]" and [[Yael Naïm]] with the song "[[New Soul]]".<ref name="Daily News" />

In 1988 Apple sued Microsoft and [[Hewlett-Packard]] on the grounds that they infringed Apple's copyrights on a GUI, particularly design elements such as the "Trash". The ''[[Apple Computer, Inc. v. Microsoft Corp.]]'' trial lasted for four years. The ruling was decided against Apple, on the grounds that Apple had actually (unintentionally) licensed the intellectual property to Microsoft as part of the agreement that gave Microsoft early access to the information necessary to develop Macintosh software, and the concept of a GUI was no longer the ___domain of Apple alone.

=== Stores ===

In 1995 Apple added Microsoft and Intel to an existing lawsuit against the [[San Francisco Canyon Company]], alleging that Microsoft and Intel knowingly used the software company to aid them in stealing several thousand lines of Apple's [[QuickTime]] code in an effort to improve the performance of [[Video for Windows]].<ref>Markoff, John. [http://select.nytimes.com/gst/abstract.html?res=F60611FB3D550C738DDDAB0894DD494D81 "Intel and Microsoft Added to Apple Lawsuit"], ''[[The New York Times]]'', [[1995-02-10]].</ref><ref>Duncan, Geoff. [http://www.tidbits.com/tb-issues/tidbits-263.html#lnk3 "Apple Sues Intel, Microsoft - Again'], TidBITS, [[1995-02-13]].</ref><ref>Mace, Michael. [http://web.archive.org/web/20010605082836/www.pa.msu.edu/~hamlin/facts/1stltr.html "An Open Letter to the Computing Community"], archived from apple.com, [[1995-02-09]].</ref><ref>Mace, Michael. [http://web.archive.org/web/20001012140945/http://www.pa.msu.edu/~hamlin/facts/2ndltr.html "Second open letter from Apple"], archived from apple.com</ref> After a threat to withdraw support for Office for Mac,<ref>Lea, Graham. [http://www.theregister.co.uk/1999/02/01/maritz_on_apple/ "Maritz on… Apple"], ''[[The Register]]'', [[1999-02-01]].</ref><ref>Chalmers, Rachel. [http://findarticles.com/p/articles/mi_m0CGN/is_1999_Jan_26/ai_53999515 "Apple And Microsoft: Jobs Barefoot Under A Tree"], Computergram International, [[1999-01-26]].</ref> this lawsuit was ultimately settled in 1997, along with all lingering issues from the [[Apple Computer, Inc. v. Microsoft Corp.|"Look & Feel"]] lawsuit. Apple agreed to make Internet Explorer the default browser over Netscape and Microsoft agreed to continue developing Office and other software for the Mac for the next 5 years and purchase US$150 million of non-voting Apple stock.<ref>Kawamoto, Dawn; Heskett, Ben; Ricciuti, Mike. [http://news.com.com/MS+to+invest+150+million+in+Apple/2100-1001_3-202143.html "MS to invest $150 million in Apple"], ''CNET News'', [[1997-08-06]].</ref><ref>[http://contracts.corporate.findlaw.com/agreements/apple/microsoft.1997.08.05.html "Preferred Stock Purchase Agreement"], FindLaw, [[1997-08-05]].</ref>

{{Main|Apple Store}}

[[File:Apple store fifth avenue.jpg|thumb|[[Apple Fifth Avenue]] is the flagship store in New York City.]]

[[File:Apple Genius Bar Regentstreet London.jpg|thumb|Customers visit the [[Genius Bar]] at Apple's [[Regent Street]] store in 2006.]]

The first Apple Stores were originally opened as two locations in May 2001 by then-[[CEO]] Steve Jobs,<ref name="First stores">{{Cite press release |title=Apple to Open 25 Retail Stores in 2001 |date=May 15, 2001 |publisher=Apple |url=https://www.apple.com/newsroom/2001/05/15Apple-to-Open-25-Retail-Stores-in-2001 |access-date=May 27, 2017 |archive-date=July 2, 2017 |archive-url=https://web.archive.org/web/20170702110910/https://www.apple.com/newsroom/2001/05/15Apple-to-Open-25-Retail-Stores-in-2001/ |url-status=live}}</ref> after years of attempting but failing [[store-within-a-store]] concepts.<ref name="MacRumors stores">{{Cite web |title=Apple Stores |url=https://www.macrumors.com/roundup/apple-retail-stores |access-date=May 27, 2017 |website=[[MacRumors]] |archive-date=May 27, 2017 |archive-url=https://web.archive.org/web/20170527110627/https://www.macrumors.com/roundup/apple-retail-stores/ |url-status=live}}</ref> 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 (businessman)|Ron Johnson]] in 2000.<ref name="MacRumors stores" /> Jobs relaunched Apple's online store in 1997,<ref>{{Cite web |last=Fiegerman |first=Seth |date=May 16, 2014 |title=The Slow Evolution of Apple's Online Store |url=http://mashable.com/2014/05/16/apple-online-store-history |access-date=May 27, 2017 |website=[[Mashable]] |archive-date=July 1, 2017 |archive-url=https://web.archive.org/web/20170701015357/http://mashable.com/2014/05/16/apple-online-store-history/ |url-status=live}}</ref> and opened the first two physical stores in 2001.<ref name="First stores" /> The media initially speculated that Apple would fail,<ref name="fortune-best-retailer">{{Cite web |last=Useem |first=Jerry |date=March 8, 2007 |title=Apple: America's best retailer |url=https://money.cnn.com/magazines/fortune/fortune_archive/2007/03/19/8402321/index.htm |access-date=May 27, 2017 |website=[[Fortune (magazine)|Fortune]]}}</ref> but its stores were highly successful, exceeding 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.<ref name="fortune-best-retailer" />

Over the years, Apple has expanded the number of retail locations and its geographical coverage, with 499 stores across 22 countries worldwide {{As of|2017|December|lc=y}}.<ref name="storelist">{{Cite web |title=Store List |url=https://www.apple.com/retail/storelist |access-date=December 5, 2017 |website=Apple Retail |publisher=Apple Inc. |archive-date=November 28, 2017 |archive-url=https://web.archive.org/web/20171128172800/https://www.apple.com/retail/storelist/ |url-status=live}}</ref> Strong product sales have placed Apple among the top-tier retail stores, with sales over $16 billion globally in 2011.<ref name="retail army">{{Cite web |last=Segal |first=David |date=June 23, 2012 |title=Apple's Retail Army, Long on Loyalty but Short on Pay |url=https://www.nytimes.com/2012/06/24/business/apple-store-workers-loyal-but-short-on-pay.html |url-access=limited |archive-url=https://ghostarchive.org/archive/20220101/https://www.nytimes.com/2012/06/24/business/apple-store-workers-loyal-but-short-on-pay.html |archive-date=January 1, 2022 |access-date=May 27, 2017 |website=[[The New York Times]]}}{{cbignore}}</ref> 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.<ref>{{Cite web |last=Webb |first=Alex |date=May 19, 2016 |title=Inside the New Apple Retail Store Design |url=https://www.bloomberg.com/news/articles/2016-05-19/why-apple-is-building-a-town-inside-its-stores |url-access=subscription |access-date=April 26, 2017 |publisher=[[Bloomberg L.P.]] |archive-date=April 27, 2017 |archive-url=https://web.archive.org/web/20170427003823/https://www.bloomberg.com/news/articles/2016-05-19/why-apple-is-building-a-town-inside-its-stores |url-status=live}}; {{Cite web |first=Nick |last=Statt |title=Apple just revealed the future of its retail stores |url=https://www.theverge.com/2016/5/19/11715726/apple-flagship-store-opening-san-francisco-photos |website=[[The Verge]] |date=May 19, 2016 |access-date=May 27, 2017 |archive-date=April 27, 2017 |archive-url=https://web.archive.org/web/20170427003737/http://www.theverge.com/2016/5/19/11715726/apple-flagship-store-opening-san-francisco-photos |url-status=live}}</ref>

In a more recent previously unrelated lawsuit, Apple entered into a [[class action]] settlement,<ref>http://www.appleipodsettlement.com</ref> upheld on [[December 20]] [[2005]] following an appeal, regarding the battery life of [[iPod]] music players sold prior to May 2004. Eligible members of the class are entitled to extended warranties, store credit, cash compensation, or battery replacement.

Many Apple Stores are located inside shopping malls, but Apple has built several stand-alone "flagship" stores in high-profile locations.<ref name="MacRumors stores" /> It has been granted design [[patent]]s and received architectural awards for its stores' designs and construction, specifically for its use of glass staircases and cubes.<ref>{{Cite web |last=Panzarino |first=Matthew |date=April 19, 2012 |title=Apple out to patent curved glass panels used in Shanghai Retail Store |url=https://thenextweb.com/apple/2012/04/19/apple-out-to-patent-curved-glass-panels-used-in-shanghai-retail-store |access-date=May 27, 2017 |website=[[The Next Web]] |archive-date=October 26, 2017 |archive-url=https://web.archive.org/web/20171026054352/https://thenextweb.com/apple/2012/04/19/apple-out-to-patent-curved-glass-panels-used-in-shanghai-retail-store/ |url-status=live}}</ref> 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.<ref>{{Cite news |first=Stephen D. |last=Simpson |title=How Apple's fortunes affect other stocks |url=https://www.theglobeandmail.com/globe-investor/investment-ideas/how-apples-fortunes-affect-other-stocks/article4596866 |website=[[The Globe and Mail]] |publisher=[[The Woodbridge Company]] |date=October 8, 2012 |access-date=May 27, 2017 |archive-date=April 15, 2016 |archive-url=https://web.archive.org/web/20160415153836/http://www.theglobeandmail.com/globe-investor/investment-ideas/how-apples-fortunes-affect-other-stocks/article4596866/ |url-status=live}}; {{Cite web |last=Crothers |first=Brooke |date=March 29, 2012 |title=Is Best Buy following CompUSA, Circuit City to certain doom? |url=https://www.cnet.com/news/is-best-buy-following-compusa-circuit-city-to-certain-doom |access-date=May 27, 2017 |website=[[CNET]] |archive-date=July 9, 2016 |archive-url=https://web.archive.org/web/20160709072737/http://www.cnet.com/news/is-best-buy-following-compusa-circuit-city-to-certain-doom/ |url-status=live}}</ref> Due to the popularity of the brand, Apple receives a large number of job applications, many of which come from young workers.<ref name="retail army" /> Although Apple Store employees receive above-average pay, are offered money toward education and health care, and receive product discounts,<ref name="retail army" /> there are limited or no paths of career advancement.<ref name="retail army" />

[[Creative Technology|Creative]] also recently filed a patent dispute alleging that Apple infringed on one of Creative's patents for their [[Creative Zen|Zen]] player with the iPod and iPod nano.<ref>http://www.appleinsider.com/article.php?id=1743</ref> However, on [[August 23]] [[2006]], Apple and Creative settled their patent disputes by paying [[Creative Technology|Creative]] US$100 million.

=== Market power ===

On [[January 10]] [[2007]], [[Cisco]] sued Apple for the iPhone, since Cisco has held the trademark on the name "iPhone" since 2000. Cisco had refused rights to use the name "iPhone" on multiple occasions. Apple and Cisco had been in talks for a while about use of the name, though Apple had been denied the use of the name on several occasions leading up through [[January 9]]. Cisco alleged that Apple created a front company to attempt to acquire the name through other means, but failed also. During the 2007 Macworld Expo, Apple used Cisco's "iPhone" name anyway.<ref>[http://news.com.com/2100-1047-6149285.html?tag=yt "Cisco sues Apple over use of iPhone trademark"], ''[[CNET]]'', [[2007-01-10]].</ref> On [[February 22]] [[2007]] Cisco and Apple announced an agreement under which both companies would be allowed to use the iPhone name worldwide.<ref>[http://news.yahoo.com/s/nm/20070222/bs_nm/apple_cisco_dc_5 "Cisco and Apple can both use iPhone name"] ''[[Yahoo! News]]'', [[2007-02-22]].</ref>

On March 16, 2020, France fined Apple €1.1 billion for colluding with two wholesalers to stifle competition and keep prices high by impeding 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.<ref>{{Cite news |last=Abboud |first=Leila |date=March 16, 2020 |title=France hits Apple with €1.1bn antitrust fine |work=[[Financial Times]] |url=https://www.ft.com/content/e9bb4da1-867a-40ba-abc0-4a63d3421e31 |url-status=live |url-access=subscription |access-date=March 16, 2020 |archive-url=https://ghostarchive.org/archive/20221210/https://www.ft.com/content/e9bb4da1-867a-40ba-abc0-4a63d3421e31 |archive-date=December 10, 2022}}</ref>

On August 13, 2020, [[Epic Games]], the maker of the popular game ''[[Fortnite]]'', [[Epic Games v. Apple|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.<ref>{{Cite news |last1=Nicas |first1=Jack |last2=Browning |first2=Kellen |last3=Griffith |first3=Erin |date=August 13, 2020 |title=Fortnite Creator Sues Apple and Google After Ban From App Stores |work=The New York Times |url=https://www.nytimes.com/2020/08/13/technology/apple-fortnite-ban.html |url-status=live |url-access=subscription |access-date=August 13, 2020 |archive-url=https://web.archive.org/web/20200813200127/https://www.nytimes.com/2020/08/13/technology/apple-fortnite-ban.html |archive-date=August 13, 2020}}</ref> 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.<ref>{{Cite web |last=Amadeo |first=Ron |date=September 24, 2020 |title=Epic, Spotify, and others take on Apple with "Coalition for App Fairness" |url=https://arstechnica.com/gadgets/2020/09/epic-spotify-and-others-take-on-apple-with-coalition-for-app-fairness |access-date=September 26, 2020 |website=Ars Technica |language=en-us |archive-date=September 26, 2020 |archive-url=https://web.archive.org/web/20200926044427/https://arstechnica.com/gadgets/2020/09/epic-spotify-and-others-take-on-apple-with-coalition-for-app-fairness/ |url-status=live}}</ref> Later, in December 2020, [[Meta Platforms|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.<ref>{{Cite news |last=Horwitz |first=Patience Haggin and Jeff |date=August 26, 2020 |title=Facebook Says Apple's New iPhone Update Will Disrupt Online Advertising |language=en-US |work=[[The Wall Street Journal]] |url=https://www.wsj.com/articles/facebook-says-apples-new-iphone-update-will-disrupt-online-advertising-11598458715 |access-date=December 25, 2020 |issn=0099-9660 |archive-date=December 20, 2020 |archive-url=https://web.archive.org/web/20201220162451/https://www.wsj.com/articles/facebook-says-apples-new-iphone-update-will-disrupt-online-advertising-11598458715 |url-status=live}}</ref> 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.<ref>{{Cite news |date=December 17, 2020 |title=How Convincing is Facebook's Case Against Apple? |language=en |work=Bloomberg.com |url=https://www.bloomberg.com/news/newsletters/2020-12-17/how-convincing-is-facebook-s-case-against-apple |access-date=December 25, 2020 |archive-date=December 17, 2020 |archive-url=https://web.archive.org/web/20201217121137/https://www.bloomberg.com/news/newsletters/2020-12-17/how-convincing-is-facebook-s-case-against-apple |url-status=live}}; {{Cite news |last=Horwitz |first=Sarah E. Needleman and Jeff |date=December 16, 2020 |title=Facebook Wades Into 'Fortnite' Maker's Dispute With Apple |language=en-US |work=[[The Wall Street Journal]] |url=https://www.wsj.com/articles/facebook-looks-for-allies-in-privacy-battle-with-apple-11608138311 |access-date=December 25, 2020 |issn=0099-9660 |archive-date=March 28, 2021 |archive-url=https://web.archive.org/web/20210328001211/https://www.wsj.com/articles/facebook-looks-for-allies-in-privacy-battle-with-apple-11608138311 |url-status=live}}</ref>

==Stock option backdating investigation==

On [[June 29]] [[2006]], Apple announced that an internal investigation "discovered irregularities related to the issuance of certain stock option grants made between 1997 and 2001."<ref>http://www.apple.com/pr/library/2006/jun/29stock.html</ref> A Special Committee reported the findings of the stock backdating investigation three months later on [[October 4]] [[2006]], stating "the investigation found no misconduct by any member of Apple's current management team," … "the most recent evidence of irregularities relates to a January 2002 grant," and "stock option grants made on 15 dates between 1997 and 2002 appear to have grant dates that precede the approval of those grants." The Special Committee also reported that "in a few instances, Apple CEO Steve Jobs was aware that favorable grant dates had been selected, but he did not receive or otherwise benefit from these grants and was unaware of the accounting implications."<ref>http://www.apple.com/pr/library/2006/oct/04investigation.html</ref>

==References= Privacy ===

[[File:Prism-slide-8.jpg|thumb|[[PRISM (surveillance program)|PRISM]] is a [[clandestine operation|clandestine]] [[global surveillance|surveillance]] program under which the [[NSA]] collects user data from companies like Facebook and Apple.<ref>{{Cite news |last=Tsotsis |first=Alexia |date=June 18, 2013 |title=Why Was Apple Late To The PRISM Party? |work=TechCrunch |url=https://techcrunch.com/2013/06/17/apple-nsa/ |access-date=January 17, 2024 |archive-date=January 18, 2024 |archive-url=https://web.archive.org/web/20240118042920/https://techcrunch.com/2013/06/17/apple-nsa/ |url-status=live}}</ref>]]

{{reflist|2}}

Apple has publicly taken a pro-privacy stance, actively making privacy-conscious features and settings part of its conferences, promotional campaigns, and public image.<ref>{{Cite web |last=Vincent |first=James |date=June 13, 2016 |title=Apple promises to deliver AI smarts without sacrificing your privacy |url=https://www.theverge.com/2016/6/13/11924080/apple-ai-on-device-privacy-wwdc-2016 |access-date=December 9, 2017 |website=[[The Verge]] |publisher=[[Vox Media]] |archive-date=July 13, 2023 |archive-url=https://web.archive.org/web/20230713024019/https://www.theverge.com/2016/6/13/11924080/apple-ai-on-device-privacy-wwdc-2016 |url-status=live}}; {{Cite web |last=Heisler |first=Yoni |date=May 22, 2017 |title=Apple is expertly trolling Android users with its new iPhone ads |url=http://bgr.com/2017/05/22/iphone-vs-android-switchers-ad-campaign |access-date=December 9, 2017 |website=[[Boy Genius Report|BGR]] |archive-date=December 14, 2017 |archive-url=https://web.archive.org/web/20171214014228/http://bgr.com/2017/05/22/iphone-vs-android-switchers-ad-campaign/ |url-status=live}}; {{Cite journal |last=Greenberg |first=Andy |date=June 8, 2015 |title=Apple's latest selling point: how little it knows about you |url=https://www.wired.com/2015/06/apples-latest-selling-point-little-knows |journal=[[Wired (website)|Wired]] |access-date=December 9, 2017 |archive-date=March 28, 2018 |archive-url=https://web.archive.org/web/20180328115215/https://www.wired.com/2015/06/apples-latest-selling-point-little-knows/ |url-status=live}}</ref> 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.<ref>{{Cite web |last=Farivar |first=Cyrus |date=September 18, 2014 |title=Apple expands data encryption under iOS 8, making handover to cops moot |url=https://arstechnica.com/gadgets/2014/09/apple-expands-data-encryption-under-ios-8-making-handover-to-cops-moot |access-date=December 9, 2017 |website=[[Ars Technica]] |archive-date=December 13, 2017 |archive-url=https://web.archive.org/web/20171213204234/https://arstechnica.com/gadgets/2014/09/apple-expands-data-encryption-under-ios-8-making-handover-to-cops-moot/ |url-status=live}}</ref> 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.<ref>{{Cite web |last=Hall |first=Zac |date=November 16, 2017 |title=Apple details how it performs on-device facial detection in latest machine learning journal entry |url=https://9to5mac.com/2017/11/16/apple-machine-learning-journal-facial-detection |access-date=December 9, 2017 |website=[[9to5Mac]] |archive-date=December 13, 2017 |archive-url=https://web.archive.org/web/20171213204531/https://9to5mac.com/2017/11/16/apple-machine-learning-journal-facial-detection/ |url-status=live}}</ref> It also introduced "differential privacy", a way to collect crowdsourced data from many users, while keeping individual users anonymous, in a system that ''[[Wired (website)|Wired]]'' described as "trying to learn as much as possible about a group while learning as little as possible about any individual in it".<ref>{{Cite journal |last=Greenberg |first=Andy |date=June 13, 2016 |title=Apple's 'differential privacy' is about collecting your data – but not ''your'' data |url=https://www.wired.com/2016/06/apples-differential-privacy-collecting-data |journal=[[Wired (website)|Wired]] |access-date=December 9, 2017 |archive-date=December 13, 2017 |archive-url=https://web.archive.org/web/20171213210548/https://www.wired.com/2016/06/apples-differential-privacy-collecting-data/ |url-status=live}}</ref> Users are explicitly asked if they want to participate, and can actively opt-in or opt-out.<ref>{{Cite web |last=Rossignol |first=Joe |date=December 6, 2017 |title=Here's How Apple Improves the iOS and Mac User Experience While Protecting Your Privacy |url=https://www.macrumors.com/2017/12/06/apple-differential-privacy-journal |access-date=December 9, 2017 |website=[[MacRumors]] |archive-date=December 10, 2017 |archive-url=https://web.archive.org/web/20171210053953/https://www.macrumors.com/2017/12/06/apple-differential-privacy-journal/ |url-status=live}}</ref>

<div class="references-small">

*'''History'''

**{{cite book|title="So Far: The First Ten Years of a Vision"|publisher=Apple Computer|author=Rob Price|date=1987|id=ISBN 1-55693-974-4}}

**{{cite web|url=http://www.microprocessor.sscc.ru/comphist|title=Chronology of Events in the History of Microcomputers|author=Ken Polsson|accessdate=2006-07-05}}

**{{cite web|url=http://apple2history.org/history/appy/ahb2.html|title=Apple II history|accessdate=2006-07-05}}

</div>

==Further reading==

<div class="references-small">

*[[Gil Amelio]], William L. Simon (1999), ''On the Firing Line: My 500 Days at Apple'' ISBN 0-88730-919-4

*Jim Carlton, ''Apple: The Inside Story of Intrigue, Egomania and Business Blunders'' ISBN 0-88730-965-8

*Alan Deutschman (2000), ''The Second Coming of Steve Jobs'', Broadway, ISBN 0-76790-432-X

*Paul Kunkel, ''AppleDesign: The Work of the Apple Industrial Design Group'' ISBN 1-888001-25-9

*[[Steven Levy]] (1994), ''Insanely Great: The Life and Times of Macintosh, the Computer That Changed Everything'' ISBN 0-14-029177-6

*Owen Linzmayer (2004), ''[[Apple Confidential 2.0]]'', No Starch Press ISBN 1-59327-010-0

*[[Michael S. Malone]] (1999), ''Infinite Loop'' ISBN 0-385-48684-7

*[[Andy Hertzfeld]] (2004), ''Revolution in the Valley'', O'Reilly Books ISBN 0-596-00719-1

*Frank Rose (1990), ''West of Eden: The End of Innocence at Apple Computer'', [[Penguin Books]] ISBN 0-14-009372-9

*[[John Sculley]], John A. Byrne (1987) ''Odyssey: Pepsi to Apple'', Harpercollins, ISBN 0-06-015780-1

*[[Steve Wozniak]], Gina Smith (2006), ''[[iWoz: From Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It]]'', [[W. W. Norton & Company]], ISBN 0-393-06143-4

*Jeffrey S. Young (1988). ''Steve Jobs, The Journey is the Reward'', Lynx Books, ISBN 1-55802-378-X

*Jeffrey S. Young, William L. Simon (2005), ''iCon Steve Jobs: The Greatest Second Act in the History of Business'', [[John Wiley & Sons|Wiley]], ISBN 0-47172-083-6

</div>

However, Apple has aided law enforcement in criminal investigations by providing iCloud backups of users' devices,<ref>{{cite news |last1=Menn |first1=Joseph |date=January 21, 2020 |title=Exclusive: Apple dropped plan for encrypting backups after FBI complained – sources |language=en |work=Reuters |url=https://www.reuters.com/article/us-apple-fbi-icloud-exclusive-idUSKBN1ZK1CT |access-date=April 15, 2020 |ref=iCloudBackupsArePlainText |archive-date=April 23, 2020 |archive-url=https://web.archive.org/web/20200423192006/https://www.reuters.com/article/us-apple-fbi-icloud-exclusive-idUSKBN1ZK1CT |url-status=live}}; {{Cite web |last=Pagliery |first=Jose |date=February 22, 2016 |title=Apple promises privacy – but not on iCloud |url=https://money.cnn.com/2016/02/22/technology/apple-privacy-icloud/index.html |access-date=December 13, 2017 |website=[[CNN]] |archive-date=December 10, 2017 |archive-url=https://web.archive.org/web/20171210143010/http://money.cnn.com/2016/02/22/technology/apple-privacy-icloud/index.html |url-status=live}}; {{Cite web |last=Cunningham |first=Andrew |date=February 24, 2016 |title=The case for using iTunes, not iCloud, to back up your iPhone |url=https://arstechnica.com/gadgets/2016/02/the-case-for-using-itunes-not-icloud-to-back-up-your-iphone |access-date=December 13, 2017 |website=[[Ars Technica]] |archive-date=December 14, 2017 |archive-url=https://web.archive.org/web/20171214014102/https://arstechnica.com/gadgets/2016/02/the-case-for-using-itunes-not-icloud-to-back-up-your-iphone/ |url-status=live}}</ref> and the company's commitment to privacy has been questioned by its efforts to promote [[biometric authentication]] technology in its newer{{When|date=October 2024}} [[List of iPhone models|iPhone models]], which do not have the same level of [[United States Constitution|constitutional privacy]] as a passcode in the United States.<ref>{{Cite web |last=Robertson |first=Adi |date=September 12, 2017 |title=Why Face ID won't give you the legal protection of a passcode |url=https://www.theverge.com/2017/9/12/16298192/apple-iphone-face-id-legal-security-fifth-amendment |access-date=December 13, 2017 |website=[[The Verge]] |publisher=[[Vox Media]] |archive-date=May 7, 2018 |archive-url=https://web.archive.org/web/20180507104714/https://www.theverge.com/2017/9/12/16298192/apple-iphone-face-id-legal-security-fifth-amendment |url-status=live}}</ref>

==External links==

{{Sisterlinks|Apple Computer}}

*'''Apple Inc.'''

**[http://www.apple.com/ Apple Inc. Official Website]

*'''General'''

**[http://hoovers.com/company-information/--ID__12644--/free-co-factsheet.xhtml Apple Inc. Hoover's Factsheet]

**[http://finance.google.com/finance?q=AAPL Apple Inc. company profile] &mdash; [[Google Finance]]

<!--Google Finance is a better resource, they link to Yahoo! (any many other sites) in the resources section towards the bottom.-->

**[http://www.apple-history.com/ Apple History]

{{Apple}}

{{IT giants}}

<!--Please add relevant categories to Category:Apple_Inc.-->

[[Category:Apple Inc.| ]]

[[Category:Companies established in 1976]]

[[Category:Steve Jobs]]

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.<ref>{{Cite web |last=Aten |first=Jason |date=May 12, 2021 |title=Apple's App Tracking Transparency Update Is Turning Out to Be the Worst-Case Scenario for Facebook |url=https://www.inc.com/jason-aten/apples-privacy-update-is-turning-out-to-be-worst-case-scenario-for-facebook.html |access-date=May 12, 2021 |website=Inc.com |language=en |archive-date=May 12, 2021 |archive-url=https://web.archive.org/web/20210512071734/https://www.inc.com/jason-aten/apples-privacy-update-is-turning-out-to-be-worst-case-scenario-for-facebook.html |url-status=live|postscript=; }} {{Cite web |title=New data shows how devastating Apple's new anti-tracking feature is for Facebook |url=https://www.msn.com/en-us/news/technology/new-data-shows-how-devastating-apple-e2-80-99s-new-anti-tracking-feature-is-for-facebook/ar-BB1gCVJc?ocid=BingNewsSearch |access-date=May 12, 2021 |website=MSN |agency=BGR |first1= Yoni |last1=Heisler |archive-date=May 12, 2021 |archive-url=https://web.archive.org/web/20210512124835/https://www.msn.com/en-us/news/technology/new-data-shows-how-devastating-apple-e2-80-99s-new-anti-tracking-feature-is-for-facebook/ar-BB1gCVJc?ocid=BingNewsSearch |url-status=dead |postscript=; }} {{Cite web |date=May 8, 2021 |title=Too Bad, Zuck: Just 4% of U.S. iPhone Users Let Apps Track Them After iOS Update |first1= Alyse |last1=Stanley |url=https://gizmodo.com/too-bad-zuck-just-4-of-u-s-iphone-users-let-apps-tra-1846851013 |access-date=May 12, 2021 |website=Gizmodo |language=en-us |archive-date=May 12, 2021 |archive-url=https://web.archive.org/web/20210512124834/https://gizmodo.com/too-bad-zuck-just-4-of-u-s-iphone-users-let-apps-tra-1846851013 |url-status=live|postscript=; }} {{Cite web |last=Datti |first=Sharmishte |date=May 12, 2021 |title=Apple's App Tracking Transparency Becomes Facebook's Nightmare: Only 4% Allow Tracking |url=https://www.gizbot.com/mobile/news/apple-app-tracking-transparency-becomes-facebook-nightmare-only-4-percent-allow-tracking-074217.html |access-date=May 12, 2021 |website=Gizbot |language=en |archive-date=June 4, 2021 |archive-url=https://web.archive.org/web/20210604024443/https://www.gizbot.com/mobile/news/apple-app-tracking-transparency-becomes-facebook-nightmare-only-4-percent-allow-tracking-074217.html |url-status=live}}</ref>

{{Link FA|he}}

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 [[Hash function|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.<ref>{{Cite web |date=August 5, 2021 |title=Apple to scan U.S. iPhones for images of child sexual abuse |url=https://apnews.com/article/technology-business-child-abuse-apple-inc-7fe2a09427d663cda8addfeeffc40196 |first1= Frank |last1=Bajak |first2=Barbara |last2=Ortutay |access-date=August 6, 2021 |website=AP NEWS |language=en |archive-date=August 5, 2021 |archive-url=https://web.archive.org/web/20210805235943/https://apnews.com/article/technology-business-child-abuse-apple-inc-7fe2a09427d663cda8addfeeffc40196 |url-status=live|postscript=; }} {{Cite news |first1=India |last1=McKinney |first2=Erica |last2=Portnoy |date=August 5, 2021 |title=Apple's Plan to "Think Different" About Encryption Opens a Backdoor to Your Private Life |url=https://www.eff.org/deeplinks/2021/08/apples-plan-think-different-about-encryption-opens-backdoor-your-private-life |access-date=August 6, 2021 |website=Electronic Frontier Foundation |language=en |archive-date=October 18, 2022 |archive-url=https://web.archive.org/web/20221018221139/https://www.eff.org/deeplinks/2021/08/apples-plan-think-different-about-encryption-opens-backdoor-your-private-life |url-status=live}}</ref>

[[ar:أبل كمبيوتر]]

[[bn:অ্যাপ্‌ল কম্পিউটার]]

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.<ref>{{Cite news |date=July 3, 2019 |title=Irish Regulator Opens Third Privacy Probe Into Apple |publisher=Gadgets360 |url=https://gadgets.ndtv.com/apps/news/apple-ireland-data-protection-commissioner-privacy-investigation-2063517 |agency=Reuters |access-date=July 24, 2019 |archive-date=July 24, 2019 |archive-url=https://web.archive.org/web/20190724113326/https://gadgets.ndtv.com/apps/news/apple-ireland-data-protection-commissioner-privacy-investigation-2063517 |url-status=live|postscript=; }} {{Cite news |date=July 2, 2019 |title=Data Protection Commission opens privacy investigation into Apple |publisher=RTE |url=https://www.rte.ie/news/ireland/2019/0702/1059764-apple-privacy |access-date=July 24, 2019 |archive-date=July 24, 2019 |archive-url=https://web.archive.org/web/20190724113325/https://www.rte.ie/news/ireland/2019/0702/1059764-apple-privacy/ |url-status=live}}</ref>

[[bs:Apple Computer]]

[[bg:Епъл]]

In December 2019, security researcher [[Brian Krebs]] discovered that the [[iPhone 11 Pro]] would still show the arrow indicator –signifying ___location services are being used– 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 "It 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."<ref>{{Cite web |date=December 3, 2019 |title=The iPhone 11 Pro's Location Data Puzzler |url=https://krebsonsecurity.com/2019/12/the-iphone-11-pros-___location-data-puzzler/ |first=Brian |last=Krebs |access-date=March 2, 2024 |website=KrebsonSecurity |language=en-us |archive-date=March 2, 2024 |archive-url=https://web.archive.org/web/20240302163635/https://krebsonsecurity.com/2019/12/the-iphone-11-pros-___location-data-puzzler/ |url-status=live}}</ref>

[[ca:Apple Computer]]

Apple 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 "the 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.<ref>{{Cite web |date=December 5, 2019 |title=Apple says its ultra wideband technology is why newer iPhones appear to share ___location data, even when the setting is disabled |url=https://techcrunch.com/2019/12/05/apple-ultra-wideband-newer-iphones-___location/ |first=Zack |last=Whittaker |access-date=March 2, 2024 |website=[[TechCrunch]] |language=en-us |archive-date=March 2, 2024 |archive-url=https://web.archive.org/web/20240302163635/https://techcrunch.com/2019/12/05/apple-ultra-wideband-newer-iphones-___location/ |url-status=live}}</ref><ref>{{Cite web |title=Learn the meaning of the iPhone status icons |url=https://support.apple.com/guide/iphone/learn-the-meaning-of-the-status-icons-iphef7bb57dc/ios |access-date= March 2, 2024 |website=iPhone User Guide |language=en-us |archive-date= March 2, 2024 |archive-url= https://web.archive.org/web/20240302163635/https://support.apple.com/guide/iphone/learn-the-meaning-of-the-status-icons-iphef7bb57dc/ios |url-status= live}}</ref>

[[cs:Apple]]

[[da:Apple Inc.]]

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."<ref>{{Cite news |last=Turton |first=William |date=March 30, 2022 |title=Apple and Meta Gave User Data to Hackers Who Used Forged Legal Requests |work=[[Yahoo! Finance]] |url=https://ca.finance.yahoo.com/news/apple-meta-gave-user-data-175918825.html |access-date=March 30, 2022 |archive-date=May 30, 2022 |archive-url=https://web.archive.org/web/20220530182914/https://ca.finance.yahoo.com/news/apple-meta-gave-user-data-175918825.html |url-status=live}}</ref>

[[de:Apple]]

[[el:Apple]]

== Corporate affairs ==

[[es:Apple Inc.]]

{{See also|List of mergers and acquisitions by Apple|Braeburn Capital|FileMaker}}

[[eo:Apple]]

[[eu:Apple Inc.]]

=== Business trends ===

[[fa:شرکت رایانه‌ای اپل]]

The key trends for Apple are, as of each financial year ending September 24:<ref name="investor-relations">{{Cite web |title=Investor Relations – Apple |url=https://investor.apple.com/investor-relations/default.aspx |access-date=November 13, 2023 |website=investor.apple.com |archive-date=May 4, 2020 |archive-url=https://web.archive.org/web/20200504135459/https://investor.apple.com/investor-relations/default.aspx |url-status=live}}</ref><ref name="sec-fillings">{{Cite web |title=SEC Filings – Apple |url=https://investor.apple.com/sec-filings/default.aspx |access-date=November 13, 2023 |website=investor.apple.com |archive-date=November 11, 2021 |archive-url=https://web.archive.org/web/20211111032600/https://investor.apple.com/sec-filings/default.aspx |url-status=live}}</ref>

[[fr:Apple, Inc.]]

{| class="wikitable" style="text-align:center;"

[[ga:Apple Inc.]]

! rowspan="2" |[[Fiscal year]]

[[gl:Apple Computer]]

! colspan="6" |'''Revenue figures'''

[[ko:애플 (기업)]]

! colspan="2" |'''Non-revenue figures'''

[[hy:Apple Computer]]

! rowspan="2" |{{Refh}}

[[hr:Apple Computer]]

|-

[[id:Apple Inc.]]

!Total<br />revenue{{Efn|"Net sales"}}<br />(US$ b)

[[ia:Apple Computer]]

!iPhone<br />revenue<br />(US$ b)

[[it:Apple]]

!Mac<br />revenue<br />(US$ b)

[[he:אפל]]

!iPad<br />revenue<br />(US$ b)

[[ku:Apple Inc.]]

!Wearables, Home,<br />and Accessories<br />revenue<br />(US$ b)

[[la:Apple Computatra]]

!Services<br />revenue<br />(US$ b)

[[lv:Apple]]

!Net profit{{Efn|"Net income"}}<br />(US$&nbsp;b)

[[lt:Apple]]

!Number of<br />employees<br />(k, [[Full-time equivalent|FTE]])

[[hu:Apple Inc.]]

|-

[[ms:Apple]]

|2011

[[nah:Apple Computer]]

|108

[[nl:Apple Inc.]]

|45.9

[[ja:アップルコンピュータ]]

|21.7

[[no:Apple]]

|19.1

[[nn:Apple]]

|11.9

[[nds:Apple]]

|9.3

[[pl:Apple Inc.]]

|25.9

[[pt:Apple Inc.]]

|60.4

[[ro:Apple, Inc.]]

|<ref>{{Cite web |title=2011 10-K |url=https://d18rn0p25nwr6d.cloudfront.net/CIK-0000320193/64c7905f-0468-48d9-8f25-e6ec8f3b5e32.pdf |url-status=live |archive-url=https://web.archive.org/web/20231113212509/https://d18rn0p25nwr6d.cloudfront.net/CIK-0000320193/64c7905f-0468-48d9-8f25-e6ec8f3b5e32.pdf |archive-date=November 13, 2023 |access-date=November 13, 2023 |website=Apple}}</ref>

[[ru:Apple]]

|-

[[simple:Apple Inc.]]

|2012

[[sk:Apple Inc.]]

|156

[[sl:Apple Computer]]

|78.6

[[sr:Apple Inc.]]

|23.2

[[fi:Apple]]

|30.9

[[sv:Apple Inc.]]

|10.7

[[th:แอปเปิล (บริษัท)]]

|12.8

[[vi:Apple Inc.]]

|41.7

[[tg:Apple Computer]]

|72.8

[[tr:Apple]]

|<ref>{{Cite web |title=2012 10-K |url=https://d1lge852tjjqow.cloudfront.net/CIK-0000320193/da2b9499-7462-4333-bc37-75212f65699e.pdf |url-status=live |archive-url=https://web.archive.org/web/20231113212507/https://d1lge852tjjqow.cloudfront.net/CIK-0000320193/da2b9499-7462-4333-bc37-75212f65699e.pdf |archive-date=November 13, 2023 |access-date=November 13, 2023 |website=Apple}}</ref>

[[uk:Apple]]

|-

[[zh-yue:蘋果集團]]

|2013

[[zh:蘋果公司]]

|170

|91.2

|21.4

|31.9

|10.1

|16.0

|37.0

|80.3

|<ref>{{Cite web |title=2013 10-K |url=https://d1lge852tjjqow.cloudfront.net/CIK-0000320193/e3115d1d-4246-45ae-94f2-f8e3762d8e3e.pdf |url-status=live |archive-url=https://web.archive.org/web/20231109122616/http://d1lge852tjjqow.cloudfront.net/CIK-0000320193/e3115d1d-4246-45ae-94f2-f8e3762d8e3e.pdf |archive-date=November 9, 2023 |access-date=November 13, 2023 |website=Apple}}</ref>

|-

|2014

|182

|101

|24.0

|30.2

|8.3

|18.0

|39.5

|92.6

|<ref>{{Cite web |title=2014 10-K |url=https://d1lge852tjjqow.cloudfront.net/CIK-0000320193/61236a14-a4e7-4bb2-8130-ddc2c66c9678.pdf |url-status=live |archive-url=https://web.archive.org/web/20231113164631/https://d1lge852tjjqow.cloudfront.net/CIK-0000320193/61236a14-a4e7-4bb2-8130-ddc2c66c9678.pdf |archive-date=November 13, 2023 |access-date=November 13, 2023 |website=Apple}}</ref>

|-

|2015

|233

|155

|25.4

|23.2

|10.0

|19.9

|53.3

|110

|<ref>{{Cite web |title=2015 10-K |url=https://d1lge852tjjqow.cloudfront.net/CIK-0000320193/fae19475-b538-441b-ab15-0a311f161ebb.pdf |url-status=live |archive-url=https://web.archive.org/web/20231113164631/https://d1lge852tjjqow.cloudfront.net/CIK-0000320193/fae19475-b538-441b-ab15-0a311f161ebb.pdf |archive-date=November 13, 2023 |access-date=November 13, 2023 |website=Apple}}</ref>

|-

|2016

|215

|136

|22.8

|20.6

|11.1

|24.3

|45.6

|116

|<ref>{{Cite web |title=2016 10-K |url=https://d18rn0p25nwr6d.cloudfront.net/CIK-0000320193/ffb58afc-aa5d-4b55-8d12-8e0937575a35.pdf |url-status=live |archive-url=https://web.archive.org/web/20231113164631/https://d18rn0p25nwr6d.cloudfront.net/CIK-0000320193/ffb58afc-aa5d-4b55-8d12-8e0937575a35.pdf |archive-date=November 13, 2023 |access-date=November 13, 2023 |website=Apple}}</ref>

|-

|2017

|229

|139

|25.5

|18.8

|12.8

|32.7

|48.3

|123

|<ref>{{Cite web |title=2017 10-K |url=https://d18rn0p25nwr6d.cloudfront.net/CIK-0000320193/ca6735cd-5ab7-4bb9-abf8-564739c3506b.pdf |url-status=live |archive-url=https://web.archive.org/web/20231113164632/https://d18rn0p25nwr6d.cloudfront.net/CIK-0000320193/ca6735cd-5ab7-4bb9-abf8-564739c3506b.pdf |archive-date=November 13, 2023 |access-date=November 13, 2023 |website=Apple}}</ref>

|-

|2018

|265

|164

|25.1

|18.3

|17.3

|39.7

|59.3

|132

|<ref>{{Cite web |title=2018 10-K |url=https://d18rn0p25nwr6d.cloudfront.net/CIK-0000320193/68027c6d-356d-46a4-a524-65d8ec05a1da.pdf |url-status=live |archive-url=https://web.archive.org/web/20190412094749/https://d18rn0p25nwr6d.cloudfront.net/CIK-0000320193/68027c6d-356d-46a4-a524-65d8ec05a1da.pdf |archive-date=April 12, 2019 |access-date=November 13, 2023 |website=Apple}}</ref>

|-

|2019

|260

|142

|25.7

|21.2

|24.4

|46.2

|55.2

|137

|<ref>{{Cite web |title=2019 10-K |url=https://s2.q4cdn.com/470004039/files/doc_financials/2019/ar/_10-K-2019-(As-Filed).pdf |url-status=live |archive-url=https://web.archive.org/web/20200505181714/https://s2.q4cdn.com/470004039/files/doc_financials/2019/ar/_10-K-2019-%28As-Filed%29.pdf |archive-date=May 5, 2020 |access-date=November 13, 2023 |website=Apple}}</ref>

|-

|2020

|274

|137

|28.6

|23.7

|30.6

|53.7

|57.4

|147

|<ref>{{Cite web |title=2020 10-K |url=https://s2.q4cdn.com/470004039/files/doc_financials/2020/ar/_10-K-2020-(As-Filed).pdf |url-status=live |archive-url=https://web.archive.org/web/20231204044601/https://s2.q4cdn.com/470004039/files/doc_financials/2020/ar/_10-K-2020-(As-Filed).pdf |archive-date=December 4, 2023 |access-date=November 13, 2023 |website=Apple}}</ref>

|-

|2021

|365

|191

|35.1

|31.8

|38.3

|68.4

|94.6

|154

|<ref>{{Cite web |title=2021 10-K |url=https://s2.q4cdn.com/470004039/files/doc_financials/2021/q4/_10-K-2021-(As-Filed).pdf |url-status=live |archive-url=https://web.archive.org/web/20231127162909/https://s2.q4cdn.com/470004039/files/doc_financials/2021/q4/_10-K-2021-(As-Filed).pdf |archive-date=November 27, 2023 |access-date=November 13, 2023 |website=Apple}}</ref>

|-

|2022

|394

|205

|40.1

|29.2

|41.2

|78.1

|99.8

|164

|<ref>{{Cite web |title=2022 10-K |url=https://s2.q4cdn.com/470004039/files/doc_financials/2022/q4/_10-K-2022-(As-Filed).pdf |url-status=live |archive-url=https://web.archive.org/web/20231127162943/https://s2.q4cdn.com/470004039/files/doc_financials/2022/q4/_10-K-2022-(As-Filed).pdf |archive-date=November 27, 2023 |access-date=November 13, 2023 |website=Apple}}</ref>

|-

|2023

|383

|200

|29.3

|28.3

|39.8

|85.2

|96.9

|161

|<ref>{{Cite web |title=2023 10-K |url=https://d18rn0p25nwr6d.cloudfront.net/CIK-0000320193/faab4555-c69b-438a-aaf7-e09305f87ca3.pdf |url-status=live |archive-url=https://web.archive.org/web/20231127073643/https://d18rn0p25nwr6d.cloudfront.net/CIK-0000320193/faab4555-c69b-438a-aaf7-e09305f87ca3.pdf |archive-date=November 27, 2023 |access-date=November 13, 2023 |website=Apple}}</ref>

|-

|2024

|391

|201

|29.9

|26.6

|37.0

|96.1

|93.7

|164

|<ref>{{Cite web |date=1 November 2024 |title=2024 10-K |url=https://d18rn0p25nwr6d.cloudfront.net/CIK-0000320193/c87043b9-5d89-4717-9f49-c4f9663d0061.pdf |website=Apple}}</ref>

|}

=== Leadership ===

==== Senior management ====

{{As of|2025|1|3|df=US}}, the management of Apple Inc. includes:<ref name="aaplLeadership">{{Cite web |title=Apple Leadership |url=https://www.apple.com/leadership |access-date=January 3, 2025 |publisher=Apple Inc. |archive-date=January 4, 2025 |archive-url=https://web.archive.org/web/20250104061052/https://www.apple.com/leadership/ |url-status=live}}</ref><!-- By title then alphabetically by last name -->

* [[Tim Cook]] ([[chief executive officer]])

* [[Jeff Williams (Apple)|Jeff Williams]] ([[chief operating officer]])

* [[Kevan Parekh]] (senior vice president and [[chief financial officer]])

* Katherine L. Adams (senior vice president and general counsel)

* [[Eddy Cue]] (senior vice president – Internet Software and Services)

* [[Craig Federighi]] (senior vice president – Software Engineering)

* [[John Giannandrea]] (senior vice president – Machine Learning and AI Strategy)

* [[Deirdre O'Brien]] (senior vice president – [[Apple Store|Retail]] + People)

* [[John Ternus]] (senior vice president – Hardware Engineering)

* [[Greg Joswiak]] (senior vice president – Worldwide Marketing)

* [[Johny Srouji]] (senior vice president – Hardware Technologies)

* [[Sabih Khan]] (senior vice president – Operations)

==== Board of directors ====

{{As of|2023|1|20|df=US}}, the [[board of directors]] of Apple Inc. includes:<ref name="aaplLeadership" /><!-- Chairman, CEO, then alphabetically by last name -->

* [[Arthur D. Levinson]] (chairman)

* [[Tim Cook]] (executive director and CEO)

* [[James A. Bell]]

* [[Alex Gorsky]]

* [[Andrea Jung]]

* [[Monica Lozano]]

* [[Ronald Sugar]]

* [[Susan Wagner]]

==== Previous CEOs ====

# [[Michael Scott (Apple)|Michael Scott]] (1977–1981)

# [[Mike Markkula]] (1981–1983)

# [[John Sculley]] (1983–1993)

# [[Michael Spindler]] (1993–1996)

# [[Gil Amelio]] (1996–1997)

# [[Steve Jobs]] (1997–2011)

=== Ownership ===

{{As of|2024|12|30|df=US}}, the largest shareholders of Apple were:<ref>{{Cite web |title=Apple Inc. (AAPL) Stock Major Holders – Yahoo Finance |url=https://finance.yahoo.com/quote/AAPL/holders/ |access-date=March 6, 2024 |website=[[Yahoo Finance]] |language=en-US |archive-date=June 3, 2020 |archive-url=https://web.archive.org/web/20200603173427/https://finance.yahoo.com/quote/AAPL/holders/ |url-status=live}}</ref>

* [[The Vanguard Group]] (1,400,000,000 shares, 9.29%)

* [[BlackRock]] (1,120,000,0000 shares, 7.48%)

* [[State Street Corporation]] (595,500,000 shares, 3.96%)

* [[Fidelity Investments]] (341,640,000 shares, 2.27%)

* [[Geode Capital Management]] (340,160,000 shares, 2.26%)

* [[Berkshire Hathaway]] (300,000,000 shares, 2.00%)

* [[Morgan Stanley]] (238,260,000 shares, 1.59%)

* [[T. Rowe Price]] (220,110,000 shares, 1.47%)

* [[Norges Bank]] (187,160,000 shares, 1.25%)

* [[JPMorgan Chase]] (183,010,000 shares, 1.22%)

=== Corporate culture ===

[[File:Steve Wozniak and Andy Hertzfeld 1985.jpg|thumb|Co-founder [[Steve Wozniak]] and Macintosh engineer [[Andy Hertzfeld]] attended the [[Apple User Group Connection]] club in 1985.]]

[[File:Colleges with the most alumni at Apple.png|upright=1.25|thumb|right|These universities produced the most alumni who became Apple employees.]]

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 (advertisement)|1984]]" television advertisement, Apple's informal culture had become a key trait that differentiated it from its competitors.<ref>{{Cite web |last=Deutschman |first=Alan |date=October 11, 2000 |title=The once and future Steve Jobs |url=http://www.salon.com/technology/books/2000/10/11/jobs_excerpt |url-status=live |archive-url=https://web.archive.org/web/20101202183854/http://www.salon.com/technology/books/2000/10/11/jobs_excerpt |archive-date=December 2, 2010 |access-date=November 22, 2010 |website=[[Salon.com]]}}</ref> According to a 2011 report in ''[[Fortune (magazine)|Fortune]]'', this has resulted in a corporate culture more akin to a startup rather than a multinational corporation.<ref name="Fortune1">{{Cite news |last=Lashinsky |first=Adam |date=August 25, 2011 |title=How Apple works: inside the world's largest startup |work=[[Fortune (magazine)|Fortune]] |publisher=[[CNN]] |url=http://tech.fortune.cnn.com/2011/08/25/how-apple-works-inside-the-worlds-biggest-startup |url-status=dead |access-date=November 14, 2011 |archive-url=https://web.archive.org/web/20111113121932/http://tech.fortune.cnn.com/2011/08/25/how-apple-works-inside-the-worlds-biggest-startup |archive-date=November 13, 2011}}</ref> In a 2017 interview, Wozniak credited watching ''[[Star Trek]]'' and attending [[Star Trek convention|''Star Trek'' conventions]] in his youth as inspiration for co-founding Apple.<ref>[https://www.huffingtonpost.com/entry/interview-steve-wozniak-on-sci-fi-comic-books-and_us_58f7e86de4b081380af51897 Huffingtonpost Interview: Steve Wozniak on Sci-Fi, Comic Books, and How Star Trek Shaped the Future] {{Webarchive|url=https://web.archive.org/web/20170918211621/http://www.huffingtonpost.com/entry/interview-steve-wozniak-on-sci-fi-comic-books-and_us_58f7e86de4b081380af51897 |date=September 18, 2017 }}. April 19, 2017.</ref>

As the company has grown and been led by a series of differently opinionated chief executives, some media have suggested that it has lost some of its original character.<ref>{{Cite web |last=Murphy |first=Margi |date=2018-07-31 |title=Has the Apple brand really lost its bite? |url=https://www.smh.com.au/business/companies/has-the-apple-brand-really-lost-its-bite-20180731-p4zujl.html |access-date=2024-10-12 |website=[[The Sydney Morning Herald]] |language=en}}</ref><ref>{{Cite magazine |last=Levy |first=Steven |date=2022-05-06 |title=Apple Has Lost Its Soul. But Who Cares? |url=https://www.wired.com/story/plaintext-apple-soul-who-cares/ |access-date=2024-10-12 |magazine=Wired |language=en-US |issn=1059-1028}}</ref><ref>{{Cite news |date=2021-10-04 |title=A decade after Steve Jobs's death, has Apple lost its magic? |url=https://economictimes.indiatimes.com/magazines/panache/a-decade-after-steve-jobss-death-has-apple-lost-its-magic/articleshow/86753764.cms?from=mdr |access-date=2024-10-12 |work=The Economic Times |issn=0013-0389}}</ref><ref>{{Cite web |last=Shirky |first=Clay |date=2022-05-01 |title=Apple Inc., 'After Steve' |url=https://www.nytimes.com/2022/05/01/books/review/after-steve-tripp-mickle.html |access-date=2024-10-12 |website=[[The New York Times]]}}</ref> Nonetheless, it has maintained a reputation for fostering individuality and excellence that reliably attracts talented workers, particularly after Jobs returned.<ref>{{Cite web |last=Haden |first=Jeff |date=2023-03-09 |title=27 Years Ago, Steve Jobs Said the Best Employees Focus on Content, Not Process. Research Shows He Was Right |url=https://www.inc.com/jeff-haden/27-years-ago-steve-jobs-said-best-employees-focus-on-content-not-process-workplace-research-shows-he-was-right.html |access-date=2024-10-13 |website=[[Inc. (magazine)|Inc.]]}}</ref> Numerous Apple employees have stated that projects without Jobs's involvement often took longer than others.<ref name="cultofmacwork">{{Cite web |last=Brownlee |first=John |date=July 7, 2010 |title=What It's Like To Work At Apple |url=http://www.cultofmac.com/what-its-like-to-work-at-apple |website=[[Cult of Mac]] |access-date=November 10, 2010 |archive-date=July 25, 2011 |archive-url=https://web.archive.org/web/20110725052719/http://www.cultofmac.com/what-its-like-to-work-at-apple |url-status=live}}</ref>

The Apple [[Fellow#Industry and corporate fellows|Fellows]] program awards employees for extraordinary technical or leadership contributions to [[personal computing]]. Recipients include [[Bill Atkinson]],<ref name="hertzfeld">[[Andy Hertzfeld|Hertzfeld, Andy]]. [http://www.folklore.org/StoryView.py?project=Macintosh&story=Credit_Where_Due.txt Credit Where Due] {{Webarchive|url=https://web.archive.org/web/20140326024714/http://www.folklore.org/StoryView.py?project=Macintosh |date=March 26, 2014 }}, ''Folklore.org'', January 1983. Retrieved May 26, 2006.</ref> [[Steve Capps]],<ref>{{Cite news |title=Newton Hall of Fame! |url=https://msu.edu/~luckie/hallofame.htm |newspaper=Technology at Msu |date=August 7, 2015 |access-date=March 26, 2019 |archive-date=March 26, 2019 |archive-url=https://web.archive.org/web/20190326202443/https://msu.edu/~luckie/hallofame.htm |url-status=live}}</ref> [[Rod Holt]],<ref name="hertzfeld" /> [[Alan Kay]],<ref name="yoyow">Eisenhart, Mary. [http://www.yoyow.com/marye/mtstories/kawasaki.html Fighting Back For Mac] {{Webarchive|url=https://web.archive.org/web/20170525081647/http://www.yoyow.com/marye/mtstories/kawasaki.html |date=May 25, 2017 }}, ''MicroTimes'', 1997. Retrieved May 26, 2006.</ref><ref>[[Andy Hertzfeld|Hertzfeld, Andy]]. [http://www.folklore.org/StoryView.py?project=Macintosh&story=Leave_Of_Absence.txt Leave of Absence] {{Webarchive|url=https://web.archive.org/web/20140326024714/http://www.folklore.org/StoryView.py?project=Macintosh |date=March 26, 2014 }}, ''Folklore.org'', March 1984. Retrieved May 26, 2006.</ref> [[Guy Kawasaki]],<ref name="yoyow" /><ref>Kawakami, John. [http://www.mactech.com/articles/mactech/Vol.11/11.09/Sep95Newsbits/index.html Apple Taps Guy Kawasaki For Apple Fellows Program] {{Webarchive|url=https://web.archive.org/web/20170903042644/http://www.mactech.com/articles/mactech/Vol.11/11.09/Sep95Newsbits/index.html |date=September 3, 2017 }}, ''[[MacTech]]'', September 1995. Retrieved May 26, 2006.</ref> [[Al Alcorn]],<ref>{{Cite news |last=Montfort |first=Nick |title=Wired 4.10: Spawn of Atari |url=https://www.wired.com/wired/archive/4.10/atari.html |access-date=March 5, 2017 |archive-date=November 3, 2012 |archive-url=https://web.archive.org/web/20121103195502/http://www.wired.com/wired/archive/4.10/atari.html |url-status=live}}</ref> [[Don Norman]],<ref name="yoyow" /> [[Rich Page]],<ref name="hertzfeld" /> [[Steve Wozniak]],<ref name="hertzfeld" /> and [[Phil Schiller]].<ref>{{Cite web |title=Phil Schiller advances to Apple Fellow |url=https://www.apple.com/newsroom/2020/08/phil-schiller-advances-to-apple-fellow |access-date=August 9, 2020 |website=Apple Newsroom |language=en-US |archive-date=August 8, 2020 |archive-url=https://web.archive.org/web/20200808213814/https://www.apple.com/newsroom/2020/08/phil-schiller-advances-to-apple-fellow/ |url-status=live}}</ref>

Jobs intended that employees were to be specialists who are not exposed to functions outside their area of expertise. For instance, [[Ron Johnson (businessman)|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. This was done by Tim Cook, who had a background in supply-chain management.<ref name="Lashinsky2011">{{Cite news |last=Lashinsky |first=Adam |title=How Apple works: Inside the world's biggest startup – Fortune Tech |publisher=Tech.fortune.cnn.com |url=http://tech.fortune.cnn.com/2011/08/25/how-apple-works-inside-the-worlds-biggest-startup |url-status=dead |access-date=December 24, 2011 |archive-url=https://web.archive.org/web/20120102064844/http://tech.fortune.cnn.com/2011/08/25/how-apple-works-inside-the-worlds-biggest-startup |archive-date=January 2, 2012}}</ref> Apple is known for strictly enforcing accountability. Each project has a "directly responsible individual" or "DRI" in Apple jargon.<ref name="Fortune1" /><ref>{{Cite book |last1=Lichty |first1=Ron |title=Managing the Unmanageable: Rules, Tools, and Insights for Managing Software |last2=Mantle |first2=Mickey |page=207}}</ref> 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.<ref>{{Cite web |date=December 27, 2012 |title=Apple CEO gets modest 2012 pay after huge 2011 |url=https://www.ctvnews.ca/sci-tech/article/apple-ceo-gets-modest-2012-pay-after-huge-2011/ |access-date=December 27, 2012 |archive-date=June 27, 2023 |archive-url=https://web.archive.org/web/20230627232805/https://www.ctvnews.ca/sci-tech/apple-ceo-gets-modest-2012-pay-after-huge-2011-1.1092906 |url-status=live}}</ref>

In 2015, Apple had 110,000&nbsp;full-time employees. This increased to 116,000&nbsp;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 [[U.S. Securities and Exchange Commission|SEC]] filing put the number at approximately half of its employee base.<ref>{{Cite web |last=Leswing |first=Kif |date=October 27, 2016 |title=Apple added only 6,000 people last year – its slowest growth since 2009 |url=http://nordic.businessinsider.com/apple-hired-only-6000-people-fin-fy-2016-2016-10 |access-date=May 29, 2017 |website=[[Business Insider]] |archive-date=September 26, 2018 |archive-url=https://web.archive.org/web/20180926130646/https://nordic.businessinsider.com/apple-hired-only-6000-people-fin-fy-2016-2016-10 |url-status=live}}</ref> In September 2017, Apple announced that it had over 123,000 full-time employees.<ref>{{Cite news |date=November 3, 2017 |title=BRIEF-Apple says had 123,000 full-time employees as of Sept. 30 |work=[[Reuters]] |url=https://www.reuters.com/article/brief-apple-says-had-123000-full-time-em/brief-apple-says-had-123000-full-time-employees-as-of-sept-30-idUSFWN1N914R |access-date=November 9, 2017 |archive-date=July 13, 2023 |archive-url=https://web.archive.org/web/20230713025416/https://www.reuters.com/article/brief-apple-says-had-123000-full-time-em/brief-apple-says-had-123000-full-time-employees-as-of-sept-30-idUSFWN1N914R |url-status=live}}</ref>

Apple has a strong culture of [[corporate secrecy]], and has an anti-[[news leak|leak]] Global Security team that recruits from the [[National Security Agency]], the [[Federal Bureau of Investigation]], and the [[United States Secret Service]].<ref>{{Cite web |last=Turton |first=William |date=June 20, 2017 |title=Leaked recording: Inside Apple's global war on leakers |url=https://theoutline.com/post/1766/leaked-recording-inside-apple-s-global-war-on-leakers |access-date=June 20, 2017 |website=[[The Outline (website)|The Outline]] |archive-date=September 20, 2023 |archive-url=https://web.archive.org/web/20230920003844/https://theoutline.com/post/1766/leaked-recording-inside-apple-s-global-war-on-leakers |url-status=live}}; {{Cite web |first=Dani |last=Deahl |title=Internal Apple presentation on how to handle leaks gets leaked |url=https://www.theverge.com/2017/6/20/15837522/apple-internal-presentation-leaks |website=[[The Verge]] |date=June 20, 2017 |access-date=June 20, 2017 |archive-date=July 13, 2023 |archive-url=https://web.archive.org/web/20230713023601/https://www.theverge.com/2017/6/20/15837522/apple-internal-presentation-leaks |url-status=live}}; {{Cite web |first=Benjamin |last=Mayo |title=Report details Apple's efforts to increase product secrecy, more leaks from Apple campus than supply chain in 2016 |url=https://9to5mac.com/2017/06/20/apple-product-secrecy-leaks-leaked-meeting |website=[[9to5Mac]] |date=June 20, 2017 |access-date=June 20, 2017 |archive-date=June 20, 2017 |archive-url=https://web.archive.org/web/20170620225032/https://9to5mac.com/2017/06/20/apple-product-secrecy-leaks-leaked-meeting/ |url-status=live}}</ref> 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.<ref>{{Cite web |last=Lovejoy |first=Ben |date=December 6, 2017 |title=Facebook named Glassdoor's 'best place to work' as Apple falls 48 places to No. 84 |url=https://9to5mac.com/2017/12/06/apple-glassdoor-rating-2017-2018 |access-date=December 14, 2017 |website=[[9to5Mac]] |archive-date=December 15, 2017 |archive-url=https://web.archive.org/web/20171215110749/https://9to5mac.com/2017/12/06/apple-glassdoor-rating-2017-2018/ |url-status=live}}; {{Cite web |first=Joe |last=Rossignol |title=Apple Plummets to Lowest Ranking Ever in Glassdoor's Annual List of Best Places to Work |url=https://www.macrumors.com/2017/12/06/apple-drops-on-best-of-glassdoor |website=[[MacRumors]] |date=December 6, 2017 |access-date=December 14, 2017 |archive-date=December 15, 2017 |archive-url=https://web.archive.org/web/20171215053427/https://www.macrumors.com/2017/12/06/apple-drops-on-best-of-glassdoor/ |url-status=live}}</ref> In 2023, ''Bloomberg''{{'s}} [[Mark Gurman (journalist)|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 Development|X "moonshot factory"]].<ref>{{Cite news |last=Gurman |first=Mark |author-link=Mark Gurman (journalist) |date=February 26, 2023 |title=Apple's Secret 'XDG' Team Is Working on More Than Just a Glucose Monitor |language=en |work=Bloomberg.com |url=https://www.bloomberg.com/news/newsletters/2023-02-26/apple-aapl-exploratory-design-group-xdg-no-prick-glucose-tracker |access-date=February 28, 2023 |archive-date=February 28, 2023 |archive-url=https://web.archive.org/web/20230228003203/https://www.bloomberg.com/news/newsletters/2023-02-26/apple-aapl-exploratory-design-group-xdg-no-prick-glucose-tracker |url-status=live}}</ref>

=== Offices ===

{{Main|Apple Park|Apple Campus}}

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 {{Convert|1|mi|abbr=out|spell=in}}. 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.

[[File:Apple Headquarters in Cupertino.jpg|thumb|The original Apple Campus has the street address 1 Infinite Loop, Cupertino, California.]]

Apple also operates from the Apple Campus (also known by its address, 1 Infinite Loop), a grouping of six buildings in Cupertino that total {{Convert|850000|ft2|m2}} located about {{Convert|1|mi}} to the west of Apple Park.<ref>{{Cite news |last=Simonson |first=Sharon |date=October 2, 2005 |title=Apple gobbles up Cupertino office space |url=http://sanjose.bizjournals.com/sanjose/stories/2005/10/03/story4.html |access-date=July 31, 2006 |archive-date=August 11, 2010 |archive-url=https://web.archive.org/web/20100811164932/http://sanjose.bizjournals.com/sanjose/stories/2005/10/03/story4.html |url-status=live}}</ref> 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 1–6 [[Apple Infinite Loop|Infinite Loop]], are arranged in a circular pattern around a central [[Green infrastructure|green space]], in a design that has been compared to that of a [[university]].

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.<ref>{{Cite web |last=Steeber |first=Michael |date=November 13, 2017 |title=Before the spaceship: A look back at the previous campuses that Apple called home |url=https://9to5mac.com/2017/11/13/apple-original-campus-headquarters |access-date=January 7, 2022 |website=9to5Mac |language=en-US |archive-date=January 8, 2022 |archive-url=https://web.archive.org/web/20220108225101/https://9to5mac.com/2017/11/13/apple-original-campus-headquarters/ |url-status=live}}</ref> In total, Apple occupies almost 40% of the available office space in the city.<ref>{{Cite web |last=Simonson |first=Sharon |date=September 30, 2005 |title=Apple gobbles up Cupertino office space |url=http://sanjose.bizjournals.com/sanjose/stories/2005/10/03/story4.html?page=1 |access-date=May 11, 2010 |website=[[San Jose Business Journal]] |archive-date=March 20, 2006 |archive-url=https://web.archive.org/web/20060320204822/http://sanjose.bizjournals.com/sanjose/stories/2005/10/03/story4.html?page=1 |url-status=live}}</ref>

Apple's headquarters for Europe, the Middle East and Africa (EMEA) are located in [[Cork (city)|Cork]] in the south of [[Republic of Ireland|Ireland]], called the Hollyhill campus.<ref>{{Cite web |last=Shead |first=Sam |title=We went to see Apple's European HQ in Ireland — here's what we found |url=https://www.businessinsider.com/apples-growing-irish-empire-in-pictures-2016-2 |access-date=January 7, 2022 |website=Business Insider |language=en-US |archive-date=January 7, 2022 |archive-url=https://web.archive.org/web/20220107223809/https://www.businessinsider.com/apples-growing-irish-empire-in-pictures-2016-2 |url-status=live}}</ref> The facility, which opened in 1980, houses 5,500 people and was Apple's first ___location outside of the United States.<ref>{{Cite web |date=October 6, 2011 |title=Irish Examiner Article |url=http://www.irishexaminer.com/ireland/kfgbsnsnmhoj/rss2 |access-date=April 21, 2012 |website=[[Irish Examiner]] |archive-date=July 11, 2012 |archive-url=https://web.archive.org/web/20120711192309/http://www.irishexaminer.com/ireland/kfgbsnsnmhoj/rss2/ |url-status=dead}}</ref> Apple's international sales and distribution arms operate out of the campus in Cork.<ref>{{Cite web |title=Bloomberg Businessweek Profile of Apple Sales International |url=http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=26016763l |archive-url=https://web.archive.org/web/20130501232104/http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=26016763l |url-status=dead |archive-date=May 1, 2013 |access-date=April 18, 2012 |website=[[Bloomberg Businessweek]]}}{{Verify source|date=November 2017}}; {{Cite web |title=Apple's Irish website with contact information for Apple Distribution International at Cork |url=https://www.apple.com/ie/contact |access-date=April 18, 2012 |website=[[Apple.com]] |archive-date=April 14, 2012 |archive-url=https://web.archive.org/web/20120414024251/http://www.apple.com/ie/contact/ |url-status=live}}</ref>

Apple has two campuses near Austin, Texas: a {{convert|216,000|ft2|m2|adj=on}} campus opened in 2014 houses 500 engineers who work on [[Apple silicon]]<ref>{{Cite web |last=Goel |first=Vindu |date=November 20, 2016 |title=How Apple Empowers, and Employs, the American Working Class |url=https://www.nytimes.com/2016/11/21/technology/how-apple-empowers-and-employs-the-american-working-class.html |url-access=limited |archive-url=https://ghostarchive.org/archive/20220101/https://www.nytimes.com/2016/11/21/technology/how-apple-empowers-and-employs-the-american-working-class.html |archive-date=January 1, 2022 |access-date=July 14, 2017 |website=[[The New York Times]]}}{{cbignore}}</ref> and a {{convert|1.1|e6ft2|m2|adj=on}} campus opened in 2021 where 6,000 people work in technical support, supply chain management, online store curation, and [[Apple Maps]] data management. 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.<ref>{{Cite news |last1=Tsang |first1=Amie |last2=Satariano |first2=Adam |date=December 13, 2018 |title=Apple to Add $1 Billion Campus in Austin, Tex., in Broad U.S. Hiring Push |language=en-US |work=The New York Times |url=https://www.nytimes.com/2018/12/13/business/apple-austin-campus.html |url-status=live |url-access=subscription |access-date=January 7, 2022 |archive-url=https://web.archive.org/web/20181213121245/https://www.nytimes.com/2018/12/13/business/apple-austin-campus.html |archive-date=December 13, 2018 |issn=0362-4331}}; {{Cite news |title=Apple CEO Tim Cook to inaugurate new Israeli headquarters next week |url=https://www.jpost.com/Israel-News/New-Tech/Apple-CEO-Tim-Cook-to-inaugurate-new-Israeli-headquarters-next-week-390866 |access-date=February 12, 2015 |website=[[The Jerusalem Post]] |archive-date=June 27, 2023 |archive-url=https://web.archive.org/web/20230627235000/https://www.jpost.com/Israel-News/New-Tech/Apple-CEO-Tim-Cook-to-inaugurate-new-Israeli-headquarters-next-week-390866 |url-status=live}}</ref>

=== Litigation ===

{{Main|Litigation involving Apple Inc.}}

Apple has been a participant in various legal proceedings and claims since it began operation.<ref>{{Cite web |title=Federal Court Cases Involving Apple, Inc |url=https://www.docketalarm.com/cases/AllNaturesOfSuit/Apple%2C%20Inc. |access-date=May 10, 2014 |publisher=Docket Alarm, Inc. |archive-date=July 6, 2014 |archive-url=https://web.archive.org/web/20140706223129/https://www.docketalarm.com/cases/AllNaturesOfSuit/Apple%2C%20Inc./ |url-status=live}}</ref> 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 troll]]s, with no evidence of actual use of [[patent]]s in question.<ref>{{Cite web |last=Mullin |first=Joe |date=January 26, 2016 |title=Patent troll VirnetX wants jury to give it a half-billion dollars of Apple's cash |url=https://arstechnica.com/tech-policy/2016/01/virnetx-kicks-off-final-massive-patent-trolling-attempt-vs-apple |access-date=March 23, 2017 |website=[[Ars Technica]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324173704/https://arstechnica.com/tech-policy/2016/01/virnetx-kicks-off-final-massive-patent-trolling-attempt-vs-apple/ |url-status=live}}</ref> 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.<ref>{{Cite web |last=Novet |first=Jordan |date=December 21, 2016 |title=Nokia sues Apple for patent infringement in the U.S. and Germany |url=https://venturebeat.com/2016/12/21/nokia-sues-apple-for-patent-infringement-in-the-u-s-and-germany |access-date=March 23, 2017 |website=[[VentureBeat]] |archive-date=May 11, 2017 |archive-url=https://web.archive.org/web/20170511194947/https://venturebeat.com/2016/12/21/nokia-sues-apple-for-patent-infringement-in-the-u-s-and-germany/ |url-status=live}}; {{Cite news |last=Swartz |first=Jon |date=December 21, 2016 |title=Nokia sues Apple for patent infringement |work=[[USA Today]] |url=https://www.usatoday.com/story/tech/2016/12/21/nokia-sues-apple-patent-infringement/95709378 |access-date=March 23, 2017 |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525081228/https://www.usatoday.com/story/tech/2016/12/21/nokia-sues-apple-patent-infringement/95709378/ |url-status=live}}</ref>

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.<ref>{{Cite web |last=Orlowski |first=Andrew |date=November 15, 2017 |title=US trade cops agree to investigate Apple's 'embrace and extend |url=https://www.theregister.co.uk/2017/11/15/trade_cops_probe_apples_embrace_nextend |access-date=November 16, 2017 |website=[[The Register]] |archive-date=November 15, 2017 |archive-url=https://web.archive.org/web/20171115212535/https://www.theregister.co.uk/2017/11/15/trade_cops_probe_apples_embrace_nextend/ |url-status=live}}</ref>

[[Epic Games]] filed [[Epic Games v. Apple|lawsuit]] against Apple in August 2020 in the [[United States District Court for the Northern District of California]], related to Apple's practices in the [[App Store (iOS)|iOS App Store]].

In January 2022, [[Ericsson]] sued Apple over payment of royalty of [[5G]] technology.<ref>{{Cite news |last=Mukherjee |first=Supantha |date=January 18, 2022 |title=Ericsson sues Apple again over 5G patent licensing |language=en |work=Reuters |url=https://www.reuters.com/technology/ericsson-sues-apple-again-over-5g-patent-licensing-2022-01-18 |access-date=January 18, 2022 |archive-date=January 18, 2022 |archive-url=https://web.archive.org/web/20220118112833/https://www.reuters.com/technology/ericsson-sues-apple-again-over-5g-patent-licensing-2022-01-18/ |url-status=live}}</ref> On June 24, 2024, the [[European Commission]] accused Apple of violating the [[Digital Markets Act]] by preventing "app developers from freely steering consumers to alternative channels for offers and content".<ref>{{cite news| last= Brodkin| first= Jon| date= June 24, 2024| title= EU says Apple violated app developers' rights, could be fined 10% of revenue| url= https://arstechnica.com/tech-policy/2024/06/eu-says-apple-violated-app-developers-rights-could-be-fined-10-of-revenue/| work= arstechnica| access-date= June 25, 2024}}</ref> In April 2025, Apple was found guilty and fined 500 million euros ($570 million) for violating the Digital Markets Act.<ref>{{Cite web |title=EU Commission fines Apple, Meta over digital law breaches – DW – 04/23/2025 |url=https://www.dw.com/en/eu-commission-fines-apple-meta-over-digital-law-breaches/a-72317692 |access-date=2025-04-23 |website=[[Deutsche Welle]] |language=en}}</ref>

== Finances ==

{{See also|List of mergers and acquisitions by Apple}}

{| class="wikitable floatright"

|+Revenue by market (2024)<ref>{{Cite web |title=Apple Inc.: Business Segments and Geographical Breakdown of Revenue |url=https://www.marketscreener.com/quote/stock/APPLE-INC-4849/finances-segments/#geography |access-date=2025-05-10 |website=www.marketscreener.com |language=en-US}}</ref>

!Country

!share

|-

|[[Americas]]

|43.7%

|-

|[[EMEA]]

|25.9%

|-

|[[Greater China]]

|17.1%

|-

|Rest of [[Asia-Pacific]]

|7.8%

|-

|[[Japan]]

|6.1%

|}

{{As of|2023}}, Apple is the world's [[List of largest technology companies by revenue|largest technology company by revenue]], with US$383.28 billion;<ref name="Global 500 2023">{{Cite web |title=Global 500 |url=https://fortune.com/global500/2023/ |access-date=August 11, 2023 |website=Fortune |language=en}}</ref> the world's largest technology company by [[total assets]];<ref>{{Cite web |last=Chen |first=Liyan |date=May 11, 2015 |title=The World's Largest Tech Companies: Apple Beats Samsung, Microsoft, Google |url=https://www.forbes.com/sites/liyanchen/2015/05/11/the-worlds-largest-tech-companies-apple-beats-samsung-microsoft-google |access-date=May 24, 2017 |website=[[Forbes]] |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525103525/https://www.forbes.com/sites/liyanchen/2015/05/11/the-worlds-largest-tech-companies-apple-beats-samsung-microsoft-google/ |url-status=live}}</ref> the [[Market share of personal computer vendors#Current top vendors market share (2023)|fourth-largest personal computer vendor by unit sales]];<ref name="2023 PC">{{cite web |date=January 11, 2024 |title=Gartner Says Worldwide PC Shipments Increased 0.3% in Fourth Quarter of 2023 but Declined 14.8% for the Year |url=https://www.gartner.com/en/newsroom/press-releases/01-10-2024-gartner-says-worldwide-pc-shipments-increased-zero-point-three-percent-in-fourth-quarter-of-2023-but-declined-fourteen-point-eight-percent-for-the-year |url-status=live |archive-url=https://web.archive.org/web/20240111045024/https://www.gartner.com/en/newsroom/press-releases/01-10-2024-gartner-says-worldwide-pc-shipments-increased-zero-point-three-percent-in-fourth-quarter-of-2023-but-declined-fourteen-point-eight-percent-for-the-year |archive-date=January 11, 2024 |access-date=January 11, 2024 |publisher=[[Gartner]]}}</ref> and the world's [[List of best-selling mobile phones#2023|largest mobile phone manufacturer]].<ref name="Porter2024">{{cite web |last=Porter |first=Jon |date=January 16, 2024 |title=Apple tops Samsung for first time in global smartphone shipments |url=https://www.theverge.com/2024/1/16/24039830/apple-bestselling-phone-manufacturer-2023-samsung-idc-canalys-research |access-date=January 17, 2024 |website=The Verge |archive-date=January 17, 2024 |archive-url=https://web.archive.org/web/20240117014152/https://www.theverge.com/2024/1/16/24039830/apple-bestselling-phone-manufacturer-2023-samsung-idc-canalys-research |url-status=live}}</ref>

In its fiscal year ending in September 2011, Apple Inc. reported a total of $108&nbsp;billion in annual revenues—a significant increase from its 2010 revenues of $65&nbsp;billion—and nearly $82&nbsp;billion in [[cash reserves]].<ref>{{Cite web |last=Nuttall |first=Chris |date=December 29, 2011 |title=Apple in race to keep ahead in 2012 |url=http://www.ft.com/intl/cms/s/2/6a7cac22-31db-11e1-9be2-00144feabdc0.html |archive-url=https://ghostarchive.org/archive/20221210/http://www.ft.com/intl/cms/s/2/6a7cac22-31db-11e1-9be2-00144feabdc0.html |archive-date=December 10, 2022 |url-status=live |url-access=subscription |website=[[Financial Times]]}}</ref> 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.<ref name="dividendfaq">{{Cite news |last=Tsukayama |first=Hayley |date=March 20, 2012 |title=FAQ: Apple's Dividend |newspaper=[[The Washington Post]] |url=https://www.washingtonpost.com/business/technology/faq-apples-dividend/2012/03/20/gIQAVxMgPS_story.html |access-date=March 21, 2012 |archive-date=January 19, 2023 |archive-url=https://web.archive.org/web/20230119143820/https://www.washingtonpost.com/business/technology/faq-apples-dividend/2012/03/20/gIQAVxMgPS_story.html |url-status=live}}</ref>

The company's worldwide annual revenue in 2013 totaled $170&nbsp;billion.<ref>{{Cite web |title=Annual Financials for Apple |url=http://www.marketwatch.com/investing/stock/aapl/financials |access-date=February 2, 2014 |website=[[Marketwatch]] |archive-date=July 8, 2023 |archive-url=https://web.archive.org/web/20230708160347/https://www.marketwatch.com/investing/stock/aapl/financials |url-status=live}}</ref> In May 2013, Apple entered the top ten of the [[Fortune 500|''Fortune'' 500]] list of companies for the first time, rising 11 places above its 2012 ranking to take the sixth position.<ref>{{Cite news |last=Rodriguez |first=Salvador |date=May 6, 2013 |title=Apple makes Fortune 500's top 10 for first time; Facebook makes list |work=[[Los Angeles Times]] |url=https://www.latimes.com/business/technology/la-fi-tn-apple-facebook-fortune-500-20130506,0,6186624.story |access-date=June 10, 2013 |archive-date=May 27, 2013 |archive-url=https://web.archive.org/web/20130527220117/http://www.latimes.com/business/technology/la-fi-tn-apple-facebook-fortune-500-20130506,0,6186624.story |url-status=live}}</ref> {{As of|2016}}, Apple has around US$234&nbsp;billion of cash and marketable securities, of which 90% is located outside the United States for tax purposes.<ref name="b200">{{Cite web |last=La Monica |first=Paul R. |date=July 22, 2015 |title=Apple has $203 billion in cash. Why? |url=https://money.cnn.com/2015/07/22/investing/apple-stock-cash-earnings |url-status=live |archive-url=https://web.archive.org/web/20150818101000/https://money.cnn.com/2015/07/22/investing/apple-stock-cash-earnings |archive-date=August 18, 2015 |access-date=September 28, 2015 |publisher=[[CNNMoney]]}}</ref>

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.<ref>{{Cite web |last=Farivar |first=Cyrus |date=July 13, 2015 |title=Apple makes 92 percent of all smartphone profits |url=https://arstechnica.com/apple/2015/07/apple-makes-92-percent-of-all-smartphone-profits |access-date=March 23, 2017 |website=[[Ars Technica]] |archive-date=March 22, 2017 |archive-url=https://web.archive.org/web/20170322024409/https://arstechnica.com/apple/2015/07/apple-makes-92-percent-of-all-smartphone-profits/ |url-status=live}}</ref>

On April 30, 2017, ''[[The Wall Street Journal]]'' reported that Apple had [[cash reserve]]s of $250&nbsp;billion,<ref>{{Cite news |last=Mickle |first=Tripp |date=April 30, 2017 |title=Apple's Cash Hoard Set to Top $250 Billion |work=[[The Wall Street Journal]] |url=https://www.wsj.com/articles/apples-250-billion-cash-pile-enlivens-hopes-fuels-expectations-1493566748 |url-access=subscription |access-date=May 24, 2017 |archive-date=July 13, 2023 |archive-url=https://web.archive.org/web/20230713023324/https://www.wsj.com/articles/apples-250-billion-cash-pile-enlivens-hopes-fuels-expectations-1493566748 |url-status=live}}</ref> officially confirmed by Apple as specifically $256.8&nbsp;billion a few days later.<ref>{{Cite web |last=Wang |first=Christine |date=May 2, 2017 |title=Apple's cash hoard swells to record $256.8 billion |url=https://www.cnbc.com/2017/05/02/apples-cash-hoard-swells-to-record-256-8-billion.html |access-date=May 24, 2017 |publisher=[[CNBC]] |archive-date=June 2, 2023 |archive-url=https://web.archive.org/web/20230602132500/https://www.cnbc.com/2017/05/02/apples-cash-hoard-swells-to-record-256-8-billion.html |url-status=live}}</ref>

{{As of|2018|August|3|df=US}}, Apple was the [[list of corporations by market capitalization|largest publicly traded corporation in the world by market capitalization]]. On August 2, 2018, Apple became the first publicly traded U.S. company to reach a $1&nbsp;trillion market value,<ref name="1t-CNBC">{{Cite news |last=Salinas |first=Sara |date=August 2, 2018 |title=Apple just hit a $1 trillion market cap |publisher=[[CNBC]] |url=https://www.cnbc.com/2018/08/02/apple-hits-1-trillion-in-market-value.html |access-date=August 2, 2018 |archive-date=May 28, 2020 |archive-url=https://web.archive.org/web/20200528131244/https://www.cnbc.com/2018/08/02/apple-hits-1-trillion-in-market-value.html |url-status=live}}</ref><ref name="1t-Guardian">{{Cite web |last=Davies |first=Rob |date=August 2, 2018 |title=Apple becomes world's first trillion dollar company |url=https://www.theguardian.com/technology/2018/aug/02/apple-becomes-worlds-first-trillion-dollar-company |access-date=August 2, 2018 |website=[[The Guardian]] |archive-date=April 28, 2020 |archive-url=https://web.archive.org/web/20200428201743/https://www.theguardian.com/technology/2018/aug/02/apple-becomes-worlds-first-trillion-dollar-company |url-status=live}}</ref> and {{As of|2024|06|lc=y}}, is valued at just over $3.2 trillion.<ref name="ETTelecomJune2024" /> Apple was ranked No. 4 on the 2018 ''Fortune'' 500 rankings of the [[List of largest companies in the United States by revenue|largest United States corporations by revenue]].<ref>{{Cite web |title=Fortune 500 Companies 2018: Who Made the List |url=http://fortune.com/fortune500/list |url-status=dead |archive-url=https://web.archive.org/web/20181110190356/http://fortune.com/fortune500/list |archive-date=November 10, 2018 |access-date=November 9, 2018 |website=[[Fortune (magazine)|Fortune]]}}</ref>

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.<ref>{{Cite web |last=Duffy |first=Clare |date=July 28, 2022 |title=Apple's profit declines nearly 11% |url=https://us.cnn.com/2022/07/28/tech/apple-q3-earnings/index.html |access-date=August 2, 2022 |website=CNN Business |publisher=CNN |archive-date=August 1, 2022 |archive-url=https://web.archive.org/web/20220801214200/https://us.cnn.com/2022/07/28/tech/apple-q3-earnings/index.html |url-status=live}}</ref> That year, Apple was one of the [[List of companies by research and development spending|largest corporate spenders]] on [[research and development]] worldwide, with R&D expenditure amounting to over $27 billion.<ref>{{Cite web |last=Irwin-Hunt |first=Alex |title=Top 100 global innovation leaders |url=https://www.fdiintelligence.com/content/feature/global-innovation-leaders-2022-edition-82527 |access-date=June 16, 2024 |website=[[fDi Intelligence]] |date=June 19, 2023 |language=en}}</ref>

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.<ref>{{Cite news |url=https://www.bbc.com/news/business-65487055 |title=Apple sales falter again but iPhone demand persists |work=BBC|access-date=May 5, 2023|archive-date=May 5, 2023|archive-url=https://web.archive.org/web/20230505221331/https://www.bbc.com/news/business-65487055|url-status=live}}</ref>

=== Taxes ===

Apple has created subsidiaries in low-tax places such as [[Republic of Ireland|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.<ref>{{Cite news |last1=Duhigg |first1=Charles |last2=Kocieniewski |first2=David |date=April 28, 2012 |title=How Apple Sidesteps Billions in Taxes |work=[[The New York Times]] |url=https://www.nytimes.com/2012/04/29/business/apples-tax-strategy-aims-at-low-tax-states-and-nations.html |url-access=limited |access-date=April 29, 2012 |archive-url=https://ghostarchive.org/archive/20220101/https://www.nytimes.com/2012/04/29/business/apples-tax-strategy-aims-at-low-tax-states-and-nations.html |archive-date=January 1, 2022}}{{cbignore}}</ref><ref>{{Cite news |last1=Drawbaugh |first1=Kevin |last2=Temple-West |first2=Patrick |url=https://www.reuters.com/article/us-usa-tax-offshore-idUSBREA3729V20140409 |title=Untaxed U.S. corporate profits held overseas top $2.1 trillion: study |work=[[Reuters]] |access-date=February 11, 2015 |archive-date=November 14, 2015 |archive-url=https://web.archive.org/web/20151114065547/http://www.reuters.com/article/2014/04/09/us-usa-tax-offshore-idUSBREA3729V20140409 |url-status=live}}; {{Cite web |title=Apple Earnings Call |url=https://www.apple.com/investor/earnings-call |access-date=April 28, 2016 |publisher=Apple Inc. |archive-date=May 1, 2016 |archive-url=https://web.archive.org/web/20160501141522/http://www.apple.com/investor/earnings-call/ |url-status=live}}</ref>

[[British Conservative Party]] Member of Parliament [[Charlie Elphicke]] published research on October 30, 2012,<ref>{{Cite news |last=Watson |first=Roland |date=October 30, 2012 |title=Foreign companies 'avoid billions in corporation tax' |work=[[The Times]] |url=https://www.thetimes.com/uk/politics/article/foreign-companies-avoid-billions-in-corporation-tax-czt9jpjp9w3?region=global |access-date=November 4, 2012 |archive-date=February 23, 2017 |archive-url=https://web.archive.org/web/20170223191504/http://www.thetimes.co.uk/tto/news/politics/article3583772.ece |url-status=live}}</ref> 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 Exchequer]] [[George 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.<ref>{{Cite news |last=Ebrahimi |first=Helia |date=November 2, 2012 |title=Foreign firms could owe UK £11bn in unpaid taxes |work=[[The Daily Telegraph|The Telegraph]] |___location=London |url=https://www.telegraph.co.uk/finance/personalfinance/consumertips/tax/9652516/Foreign-firms-could-owe-UK-11bn-in-unpaid-taxes.html |url-status=dead |archive-url=https://web.archive.org/web/20121102231901/http://www.telegraph.co.uk/finance/personalfinance/consumertips/tax/9652516/Foreign-firms-could-owe-UK-11bn-in-unpaid-taxes.html |archive-date=November 2, 2012}}</ref>

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.<ref>{{Citation |last1=Levin |first1=Carl |title=Memorandum: Offshore profit shifting and the U.S. tax code – Part 2 (Apple Inc.) |date=May 2013 |url=http://levin.senate.gov/download/exhibit1a_profitshiftingmemo_apple |type=memorandum of the Permanent Subcommittee on Investigations |archive-url=https://web.archive.org/web/20130629090950/http://www.levin.senate.gov/download/exhibit1a_profitshiftingmemo_apple |format=PDF |access-date=June 27, 2013 |archive-date=June 29, 2013 |last2=McCain |first2=John |url-status=dead}}</ref> 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.<ref>{{cite web |date=May 20, 2013 |title=Senate Probe Finds Apple Used Unusual Tax Structure to Avoid Taxes |url=https://www.cnbc.com/2013/05/20/senate-probe-finds-apple-used-unusual-tax-structure-to-avoid-taxes.html |access-date=March 21, 2025 |website=[[CNBC]] |agency=Reuters}}</ref> On May 21, 2013, Apple CEO [[Tim Cook]] defended his company's tax tactics at a Senate hearing.<ref>{{cite news |last1=McCoy |first1=Kevin |date=May 21, 2013 |title=Apple CEO defends tax tactics at Senate hearing |work=[[USA Today]] |url=https://www.usatoday.com/story/money/business/2013/05/21/apple-tax-hearing/2344351/ |access-date=May 21, 2013 |archive-date=May 22, 2013 |archive-url=https://web.archive.org/web/20130522064737/http://www.usatoday.com/story/money/business/2013/05/21/apple-tax-hearing/2344351/ |url-status=live}}</ref>

Apple says that it is the single largest taxpayer in the U.S., with an [[tax rate|effective tax rate]] of approximately of 26% as of Q2 [[Fiscal year|FY]]2016.<ref>{{Cite web |title=Investor Relations |url=http://investor.apple.com/ |access-date=April 28, 2016 |publisher=Apple Inc. |archive-date=August 30, 2018 |archive-url=https://web.archive.org/web/20180830172647/http://investor.apple.com/ |url-status=live}}</ref> In an interview with the German newspaper ''[[Frankfurter Allgemeine Zeitung|FAZ]]'' in October 2017, Tim Cook stated that Apple was the biggest taxpayer worldwide.<ref>{{Cite news |last=Knop |first=Carsten |date=November 14, 2017 |title=Tim Cook im Interview: "Hoffentlich seid ihr Deutschen richtig stolz auf euch" |language=de |work=Faz.net |url=https://www.faz.net/1.5245252 |access-date=March 26, 2019 |archive-date=March 5, 2024 |archive-url=https://web.archive.org/web/20240305095121/https://www.faz.net/pro/d-economy/tim-cook-im-interview-hoffentlich-seid-ihr-deutschen-richtig-stolz-auf-euch-15245252.html |url-status=live}}</ref>

In 2016, after [[Ireland v Commission|a two-year investigation]], the European Commission claimed that Apple's use of a hybrid [[Double Irish arrangement|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.<ref>{{Cite news |date=July 15, 2020 |title=Apple ne devra pas rembourser 13 milliards d'euros à l'Irlande, a conclu la justice européenne |language=fr |work=Le Monde |url=https://www.lemonde.fr/economie/article/2020/07/15/la-justice-europeenne-annule-la-decision-sommant-apple-de-rembourser-13-milliards-d-euros-a-l-irlande_6046257_3234.html |access-date=June 22, 2021 |archive-date=August 16, 2021 |archive-url=https://web.archive.org/web/20210816095531/https://www.lemonde.fr/economie/article/2020/07/15/la-justice-europeenne-annule-la-decision-sommant-apple-de-rembourser-13-milliards-d-euros-a-l-irlande_6046257_3234.html |url-status=live}}</ref><ref name="IT11">{{cite news |last=Brennan |first=Joe |date=July 15, 2020 |title=Ireland wins appeal in €13bn Apple tax case |newspaper=[[Irish Times]] |url=https://www.irishtimes.com/business/economy/ireland-wins-appeal-in-13bn-apple-tax-case-1.4305044 |access-date=July 15, 2020 |archive-date=July 15, 2020 |archive-url=https://web.archive.org/web/20200715093010/https://www.irishtimes.com/business/economy/ireland-wins-appeal-in-13bn-apple-tax-case-1.4305044 |url-status=live}}</ref> In 2018, Apple repatriated $285 billion to the United States, resulting in a $38 billion tax payment spread over the following eight years.<ref>{{Cite news |last1=Wakabayashi |first1=Daisuke |last2=Chen |first2=Brian X. |date=January 17, 2018 |title=Apple, Capitalizing on New Tax Law, Plans to Bring Billions in Cash Back to U.S. |newspaper=The New York Times |url=https://www.nytimes.com/2018/01/17/technology/apple-tax-bill-repatriate-cash.html}}</ref>

{| class="wikitable"

|+Apple's effective tax rate in %<ref name="investor-relations" /><ref name="sec-fillings" />

!2000

!2001

!2002

!2003

!2004

!2005

!2006

!2007

!2008

!2009

!2010

!2011

!2012

!2013

!2014

!2015

!2016

!2017

!2018

!2019

|-

|28

|30

|25

|26

|28

|26

|29

|30

|30

|31.8

|24.4

|24.2

|25.2

|26.2

|26.1

|26.4

|25.6

|24.6

|18.3

|15.9

|-

!2020

!2021

!2022

!2023

| colspan="16" rowspan="2" |

|-

|14.4

|13.3

|16.2

|14.7

|}

=== Charity ===

Apple is a partner of [[Product Red]], a fundraising campaign for [[AIDS]] charity. In November 2014, Apple arranged for all [[App Store (iOS)|App Store]] revenue in a two-week period to go to the fundraiser,<ref>{{Cite web |last=D'Orazio |first=Dante |date=November 23, 2014 |title=Apple partners with app developers for major Product RED fundraising effort |url=https://www.theverge.com/2014/11/23/7272673/app-developers-partner-with-apple-for-major-red-charity-fundraising |access-date=April 18, 2017 |website=[[The Verge]]}}</ref> generating more than US$20&nbsp;million,<ref>{{Cite web |last=Chmielewski |first=Dawn |date=December 17, 2014 |title=Apple's Holiday Product Red Campaign Raises $20 Million for AIDS Research |url=https://www.recode.net/2014/12/17/11633904/apples-holiday-product-red-campaign-raises-20-million-for-aids |access-date=April 18, 2017 |website=[[Recode]]}}; {{Cite web |last=Clover |first=Juli |date=December 17, 2014 |title=Apple's (Product) RED Holiday Campaign Raised $20 Million to Fight AIDS |url=https://www.macrumors.com/2014/12/17/apple-product-red-20-million |access-date=April 18, 2017 |website=[[MacRumors]]}}</ref> and in March 2017, it released an [[iPhone 7]] with a red color finish.<ref>{{Cite web |last=Miller |first=Chance |date=March 21, 2017 |title=Apple officially announces (RED) iPhone 7 & 7 Plus, updated iPhone SE with double the storage |url=https://9to5mac.com/2017/03/21/apple-officially-announces-red-iphone-7-7-plus-updated-iphone-se-with-double-the-storage |access-date=April 18, 2017 |website=9to5Mac}}; {{Cite web |last=Warren |first=Tom |date=March 21, 2017 |title=Apple launches red iPhone 7 |url=https://www.theverge.com/2017/3/21/14998164/apple-iphone-7-red-color-option |access-date=April 18, 2017 |website=[[The Verge]]}}</ref> As of 2021, Apple has donated over $250 million to Product Red.<ref>{{Cite web |title=Apple |url=https://www.red.org/partner/apple/ |access-date=2025-06-22 |website=RED |language=en-US}}</ref>

Apple contributes financially to fundraisers in times of natural disasters. In November 2012, it donated $2.5&nbsp;million to the [[American Red Cross]] to aid relief efforts after [[Hurricane Sandy]],<ref>{{Cite web |last=Weintraub |first=Seth |date=November 9, 2011 |title=Apple donates $2.5M to Hurricane Sandy relief |url=http://9to5mac.com/2012/11/09/apple-donates-2-5-million-to-hurricane-sandy-relief |access-date=November 18, 2012 |website=[[9to5Mac]]}}</ref> and in 2017 it donated $5&nbsp;million to relief efforts for both [[Hurricane Irma]] and [[Hurricane Harvey]],<ref>{{Cite web |date=September 8, 2017 |title=Apple donates $5M to Hand in Hand Hurricane Irma/Harvey relief, sets up iTunes donations |url=https://9to5mac.com/2017/09/08/apple-hand-in-hand |access-date=December 13, 2017 |website=[[9to5Mac]]}}</ref> and for the [[2017 Central Mexico earthquake]].<ref>{{Cite web |last=Miller |first=Chance |date=September 21, 2017 |title=Tim Cook says Apple is donating $1 million to earthquake recovery efforts in Mexico |url=https://9to5mac.com/2017/09/21/tim-cook-mexico-earthquake |access-date=December 13, 2017 |website=[[9to5Mac]]}}</ref> 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]],<ref>{{Cite web |last=Weintraub |first=Seth |date=January 14, 2010 |title=Apple sets up Haiti donation page in iTunes |url=https://9to5mac.com/2010/01/14/apple-sets-up-haiti-donation-page-in-itunes |access-date=December 13, 2017 |website=[[9to5Mac]]}}</ref> the [[2011 Japan earthquake]],<ref>{{Cite web |last=Gurman |first=Mark |author-link=Mark Gurman (journalist) |date=March 12, 2011 |title=Apple now taking Red Cross donations through iTunes for Japan relief fund |url=https://9to5mac.com/2011/03/12/apple-now-taking-red-cross-donations-through-itunes-for-japan-relief-fund |access-date=December 13, 2017 |website=[[9to5Mac]]}}</ref> [[Typhoon Haiyan]] in the Philippines in November 2013,<ref>{{Cite web |last=Lovejoy |first=Ben |date=November 12, 2013 |title=Apple invites donations to American Red Cross to support Philippine typhoon relief |url=https://9to5mac.com/2013/11/12/apple-invites-donations-to-american-red-cross-to-support-philippine-typhoon-relief |access-date=December 13, 2017 |website=[[9to5Mac]]}}</ref> and the [[2015 European migrant crisis]].<ref>{{Cite web |last=Lovejoy |first=Ben |date=September 18, 2015 |title=Apple invites Red Cross donations through iTunes to help the Mediterranean refugee crisis [Updated] |url=https://9to5mac.com/2015/09/18/itunes-refugee-appeal-red-cross |access-date=December 13, 2017 |website=[[9to5Mac]]}}</ref> 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.<ref>{{Cite web |last=Miller |first=Chance |date=August 27, 2017 |title=Apple now accepting donations via iTunes for Hurricane Harvey relief efforts |url=https://9to5mac.com/2017/08/27/apple-hurricane-harvey-itunes-relief |access-date=December 13, 2017 |website=[[9to5Mac]]}}</ref>

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&nbsp;million in total proceeds to support WWF's conservation work. WWF announced the results at WWDC 2016 in San Francisco.<ref>{{Cite web |title=Help the planet. One app at a time |url=https://www.worldwildlife.org/pages/help-the-planet-one-app-at-a-time |access-date=April 14, 2016 |publisher=[[World Wildlife Fund]]}}; {{Cite web |title=Environment |url=https://www.apple.com/environment |access-date=April 14, 2016 |publisher=Apple Inc.}}; {{Cite press release |url=https://www.apple.com/newsroom/2016/06/global-apps-for-earth-campaign-with-wwf-raises-more-than--8m.html |title=Global Apps for Earth campaign with WWF raises more than $8M |publisher=Apple Inc. |access-date=June 18, 2016}}</ref>

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.<ref>{{Cite web |title=Tech billionaires including Tim Cook, Elon Musk, and Mark Zuckerberg promised 18 million masks to fight COVID-19 |url=https://www.businessinsider.com/tech-billionaires-promise-to-donate-18-million-masks-2020-3#apple-minimum-2-million-masks-1 |access-date=March 23, 2020 |publisher=Business Insider}}</ref> 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]].<ref name="Doubles" /><ref>{{Cite web |title=Apple launches major new Racial Equity and Justice Initiative projects to challenge systemic racism, advance racial equity nationwide |url=https://www.apple.com/newsroom/2021/01/apple-launches-major-new-racial-equity-and-justice-initiative-projects-to-challenge-systemic-racism-advance-racial-equity-nationwide |access-date=January 13, 2021 |website=Apple Newsroom |language=en-US}}</ref><ref>{{Cite web |date=June 11, 2020 |title=Apple commits $100M to its new Racial Equity and Justice Initiative |url=https://techcrunch.com/2020/06/11/apple-commits-100m-to-its-new-racial-equity-and-justice-initiative/ |access-date=August 20, 2021 |website=TechCrunch |language=en-US}}; {{Cite web |date=January 13, 2021 |title=Apple announces new projects related to its $100 million pledge for racial equity and justice |url=https://techcrunch.com/2021/01/13/apple-announces-new-projects-related-to-its-100-million-pledge-for-racial-equity-and-justice/ |access-date=August 20, 2021 |website=TechCrunch |language=en-US}}</ref> 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.<ref name="Doubles">{{Cite web |language=en |url=https://www.philanthropy.com/article/apple-doubles-to-200-million-its-support-for-racial-equity |title=Apple Doubles to $200 Million Its Support for Racial Equity |website=Philanthropy|date=June 16, 2023 |access-date=January 29, 2024|archive-date=June 21, 2023|archive-url=https://web.archive.org/web/20230621021546/https://www.philanthropy.com/article/apple-doubles-to-200-million-its-support-for-racial-equity}}</ref>

== Environment ==

{{Main|Environmental impact of Apple Inc.}}

=== Apple Energy ===

Apple Energy, LLC is a wholly owned subsidiary of Apple Inc. that sells [[solar energy]]. {{As of|2016|June|6|df=US}}, Apple's solar farms in California and Nevada have been declared to provide 217.9 megawatts of solar generation capacity.<ref>{{Cite web |last=Weaver |first=John Fitzgerald |date=June 10, 2016 |title=Apple Energy deeper dive: Is this Apple running its own microgrids or more? |url=http://electrek.co/2016/06/10/apple-energy-deeper-dive-is-this-apple-running-its-own-microgrids-or-more|access-date=June 12, 2016 |website=Electrek}}; {{Cite news |last=Weintraub |first=Seth |date=June 9, 2016 |title=Apple has just become an energy company, looks to sell excess electricity into the grid and maybe more |website=[[9to5Mac]] |url=http://9to5mac.com/2016/06/09/apple-energy-company |access-date=June 12, 2016}}</ref> Apple has received regulatory approval to construct a [[Landfill gas utilization|landfill gas energy plant]] in [[North Carolina]] to use the [[methane emissions]] to generate electricity.<ref>{{Cite web |title=Catawba County approves lease for Apple's renewable energy center |url=http://www.hickoryrecord.com/news/catawba-county-approves-lease-for-apple-s-renewable-energy-center/article_cf451340-2e81-11e6-8ea5-17ea0e23e19c.html|access-date=June 12, 2016 |website=HDR {{!}} Hickory Daily Record|date=June 9, 2016 }}</ref> Apple's North Carolina data center is already powered entirely by renewable sources.<ref>{{Cite web |last=Lovejoy |first=Ben |date=June 10, 2016 |title=As Apple moves into the energy business, it gets approval to turn landfill gas into power |url=http://9to5mac.com/2016/06/10/apple-energy-landfill-gas-electricity|access-date=June 14, 2016 |website=[[9to5Mac]]}}</ref>

=== Energy and resources ===

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".<ref>{{Cite web |title=Climate Counts scorecard |url=http://www.climatecounts.org/scorecard_score.php?co=7|url-status=dead|archive-url=https://web.archive.org/web/20090104212545/http://climatecounts.org/scorecard_score.php?co=7|archive-date=January 4, 2009|access-date=October 7, 2011 |publisher=Climatecounts.org}}</ref> 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".<ref name="iwclimate">{{Cite news |title=Environmental Group Hits Apple |work=[[Information Week]] |url=http://www.informationweek.com/news/hardware/mac/showArticle.jhtml?articleID=207601672}}</ref>

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.<ref name="After Greenpeace Protests, Apple Promises to Dump Coal Power">{{Cite magazine |last=McMillan |first=Robert |date=May 17, 2012 |title=After Greenpeace Protests, Apple Promises to Dump Coal Power |url=https://www.wired.com/wiredenterprise/2012/05/apple_coal |magazine=[[Wired (magazine)|Wired]] |access-date=August 22, 2013}}</ref><ref name="Powering Our Facilities with Clean, Renewable Energy">{{Cite web |title=Powering Our Facilities with Clean, Renewable Energy |url=https://www.apple.com/environment/renewable-energy|url-status=dead|archive-url=https://web.archive.org/web/20140422023008/https://www.apple.com/environment/renewable-energy|archive-date=April 22, 2014|access-date=August 22, 2013 |website=[[Wired Magazine]]}}{{Verify source|date=November 2017}}</ref> 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.<ref>{{Cite news |last=Burrows |first=Peter |date=March 21, 2013 |title=Apple Says Data Centers Now Use 100% Renewable Energy |work=[[Business Week]] |url=http://www.businessweek.com/news/2013-03-21/apple-says-data-centers-now-use-100-percent-renewable-energy |url-status=dead |access-date=August 30, 2013 |archive-url=https://web.archive.org/web/20131202223855/http://www.businessweek.com/news/2013-03-21/apple-says-data-centers-now-use-100-percent-renewable-energy |archive-date=December 2, 2013}}</ref>

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."<ref>{{Cite web |title=ClickClean |url=http://www.greenpeace.org/usa/global-warming/click-clean/#report|access-date=April 28, 2016 |website=Click Clean |publisher=[[Greenpeace]]}}</ref>

{{As of|2016}}, Apple states that 100% of its U.S. operations run on [[renewable energy]], 100% of Apple's [[data center]]s run on renewable energy and 93% of Apple's global operations run on renewable energy.<ref>{{Cite web |title=Environment |url=https://www.apple.com/environment|access-date=May 26, 2016 |publisher=Apple}}</ref> However, the facilities are connected to the local [[Electrical grid|grid]] which usually contains a mix of fossil and renewable sources, so Apple [[carbon offset]]s its electricity use.<ref>{{Cite news |last=Cardwell |first=Diane |date=August 23, 2016 |title=Apple Becomes a Green Energy Supplier, With Itself as Customer |work=[[The New York Times]] |url=https://www.nytimes.com/2016/08/24/business/energy-environment/as-energy-use-rises-corporations-turn-to-their-own-green-utility-sources.html |url-status=live |access-date=December 30, 2016 |archive-url=https://web.archive.org/web/20161129164413/http://www.nytimes.com/2016/08/24/business/energy-environment/as-energy-use-rises-corporations-turn-to-their-own-green-utility-sources.html |archive-date=November 29, 2016 |quote=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}}; {{Cite web |last=Cole |first=Nicki Lisa |date=August 5, 2015 |title=Why Is Apple Lying About Powering Its Data Centers With Renewable Energy? |url=http://www.truth-out.org/news/item/32208-why-is-apple-lying-about-powering-its-data-centers-with-renewable-energy|url-status=live|archive-url=https://web.archive.org/web/20160630060630/http://www.truth-out.org/news/item/32208-why-is-apple-lying-about-powering-its-data-centers-with-renewable-energy|archive-date=June 30, 2016|access-date=December 30, 2016 |website=[[Truthout]] |quote=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}}</ref> 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 computer|tablet]], [[laptop|notebook]], [[desktop computer]], and [[computer monitor|display]] that EPEAT ranks achieves a Gold rating, the highest possible. Although Apple's data centers recycle water 35 times,<ref>{{Cite web |date=March 2016 |title=Environment – Climate Change |url=https://www.apple.com/environment/climate-change|access-date=March 27, 2016 |website=Why we measure our carbon footprint so rigorously. |publisher=Apple Inc.}}</ref> the increased activity in retail, corporate and data centers also increase the amount of water use to {{convert|573|e6usgal|e6m3|abbr=unit|sigfig=2}} in 2015.<ref>{{Cite web |date=June 15, 2016 |title=How Much Water Do Apple Data Centers Use? |url=http://www.datacenterknowledge.com/archives/2016/06/15/how-much-water-do-apple-data-centers-use|access-date=November 5, 2016 |website=Data Center Knowledge}}</ref>

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|2016|March|lc=y}}, 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-consumer]] [[recycle]]d paper or sustainably managed forests, as the company continues its move to all paper packaging for all of its products.<ref>{{Cite web |title=Apple Environmental Responsibility Report (2015) |url=https://www.apple.com/environment/pdf/Apple_Environmental_Responsibility_Report_2015.pdf|url-status=live|archive-url=https://ghostarchive.org/archive/20221009/https://www.apple.com/environment/pdf/Apple_Environmental_Responsibility_Report_2015.pdf|archive-date=October 9, 2022|access-date=March 30, 2016 |publisher=Apple Inc.}}; {{Cite web |title=Apple Environmental Responsibility Report 2016 Progress Report, Covering Fiscal Year 2015 |url=https://www.apple.com/environment/pdf/Apple_Environmental_Responsibility_Report_2016.pdf|url-status=live|archive-url=https://ghostarchive.org/archive/20221009/https://www.apple.com/environment/pdf/Apple_Environmental_Responsibility_Report_2016.pdf|archive-date=October 9, 2022 |publisher=Apple Inc.}}</ref>

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.<ref>{{Cite web |last=Sumra |first=Husain |title=Supplier Lens Technology Commits to 100 Percent Renewable Energy for Apple Manufacturing |url=http://www.macrumors.com/2016/08/17/lens-technology-renewable-energy-apple|access-date=August 17, 2016 |website=[[MacRumors]] |date=August 16, 2016}}</ref> Apple also announced that all 14 of its final assembly sites in China are now compliant with [[UL (safety organization)|UL]]'s Zero Waste to Landfill validation. The standard, which started in January 2015, certifies that all manufacturing waste is [[reuse]]d, [[recycled]], [[compost]]ed, or converted into energy (when necessary). Since the program began, nearly 140,000 metric tons of waste have been diverted from [[landfill]]s.<ref>{{Cite web |last=Ochs |first=Susie |date=August 17, 2016 |title=Apple steps up environmental efforts in China |url=https://www.macworld.com/article/228597/apple-steps-up-environmental-efforts-in-china.html|access-date=September 20, 2022 |website=Macworld |language=en}}</ref>

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.<ref>{{Cite web |title=Apple commits to be 100 percent carbon neutral for its supply chain and products by 2030 |url=https://www.apple.com/newsroom/2020/07/apple-commits-to-be-100-percent-carbon-neutral-for-its-supply-chain-and-products-by-2030|access-date=October 16, 2020 |website=Apple Newsroom |language=en-US}}</ref>

In June 2024, the [[United States Environmental Protection Agency]] (EPA) published a report about an electronic computer manufacturing facility leased by Apple in 2015 in [[Santa Clara, California]], code named Aria.<ref name="Roscoe20240625">{{Cite web |last=Roscoe |first=Jules |date=June 25, 2024 |title=California Apple Manufacturing Facility Has 19 'Potential Violations' of EPA Regulations |url=https://www.404media.co/california-apple-manufacturing-facility-has-19-potential-violations-of-epa-regulations/ |access-date=June 27, 2024 |website=404 Media |language=en}}</ref><ref>{{Cite web |last=Donato-Weinstein |first=Nathan |date=April 11, 2016 |title=Zeus, Medusa, Pegasus, Athena: Inside Apple's mysterious Silicon Valley industrial projects |url=https://www.bizjournals.com/sanjose/news/2016/04/11/zeus-medusa-pegasus-athena-inside-apples.html |url-status=live |archive-url=https://web.archive.org/web/20230316202956/https://www.bizjournals.com/sanjose/news/2016/04/11/zeus-medusa-pegasus-athena-inside-apples.html |archive-date=March 16, 2023 |access-date=June 26, 2024 |website=Business Journals}}</ref> The EPA report stated that Apple was potentially in violation of federal regulations under the [[Resource Conservation and Recovery Act]] (RCRA).<ref name="Roscoe20240625" /> According to a report from [[Bloomberg News|''Bloomberg'']] in 2018, the facility is used to develop [[microLED]] screens under the code name T159.<ref>{{Cite news |last=Gurman |first=Mark |date=March 19, 2018 |title=Apple Is Said to Develop Gadget Displays in Secret Facility |url=https://www.bloomberg.com/news/articles/2018-03-19/apple-is-said-to-develop-displays-to-replace-samsung-screens |url-access=subscription |url-status=live |archive-url=https://web.archive.org/web/20180430083412/https://www.bloomberg.com/news/articles/2018-03-19/apple-is-said-to-develop-displays-to-replace-samsung-screens |archive-date=April 30, 2018 |access-date=June 26, 2024 |work=[[Bloomberg News]]}}</ref><ref name="Roscoe20240625" /><ref>{{Cite news |last=Ma |first=Wayne |date=March 6, 2023 |title=How Apple's Need for Cutting Edge Screens Kept Tech's Unhappiest Marriage Alive |url=https://www.theinformation.com/articles/how-apples-need-for-cutting-edge-screens-kept-techs-unhappiest-marriage-alive |url-access=subscription |access-date=July 4, 2024 |work=The information}}</ref> The inspection found that Apple was potentially mistreating waste as only subject to [[California]] regulations and that they had potentially miscalculated the effectiveness of Apple's [[activated carbon]] filters, which filter [[volatile organic compound]]s (VOCs) from the air. The EPA inspected the facility in August 2023 due to a tip from a former Apple employee who posted the report on [[X (social media platform)|X]].<ref name="Roscoe20240625" />

=== Toxins ===

Following further campaigns by Greenpeace,<ref>{{Cite web |date=November 28, 2008 |title=Greenpeace {{!}} iPoison + iWaste |url=http://www.greenpeace.org/apple/itox.html |access-date=July 11, 2023 |archive-date=November 28, 2008 |archive-url=https://web.archive.org/web/20081128211816/http://www.greenpeace.org/apple/itox.html |url-status=dead }}</ref> in 2008, Apple became the first electronics manufacturer to eliminate all [[polyvinyl chloride]] (PVC) and [[brominated flame retardant]]s (BFRs) in its complete product line.<ref>{{Cite web |title=Apple – Environment – Update |url=https://www.apple.com/environment/reports/update.html|url-status=dead|archive-url=https://web.archive.org/web/20101115215221/https://www.apple.com/environment/reports/update.html|archive-date=November 15, 2010|access-date=November 22, 2010 |publisher=Apple Inc.}}; {{Cite web |title=Which companies are phasing out PVC and BFRs |url=http://www.greenpeace.org/international/en/campaigns/toxics/electronics/Guide-to-Greener-Electronics/which-companies-really-sell-gr|url-status=dead|archive-url=https://web.archive.org/web/20101110055341/http://www.greenpeace.org/international/en/campaigns/toxics/electronics/Guide-to-Greener-Electronics/which-companies-really-sell-gr|archive-date=November 10, 2010|access-date=January 13, 2011 |publisher=[[Greenpeace International]]}}</ref> In June 2007, Apple began replacing the [[cold cathode]] fluorescent lamp (CCFL) backlit [[LCD]] displays in its computers with [[mercury (element)|mercury]]-free [[LED-backlit LCD display]]s and [[arsenic]]-free glass, starting with the upgraded [[MacBook Pro]].<ref name="Apple-environmental-news">{{Cite web |title=Apple – Environment – Environmental Progress |url=https://www.apple.com/environment/progress|url-status=live|archive-url=https://web.archive.org/web/20101124181606/http://www.apple.com/environment/progress|archive-date=November 24, 2010|access-date=November 22, 2010}}</ref><ref name="agreenapple">{{Cite web |title=Apple&nbsp;– A Greener Apple |url=https://www.apple.com/hotnews/agreenerapple|url-status=live|archive-url=https://web.archive.org/web/20080725082132/http://www.apple.com/hotnews/agreenerapple|archive-date=July 25, 2008|access-date=August 12, 2008}}</ref><ref name="green_notebooks">{{Cite web |year=2008 |title=Apple – Mac – Green Notebooks |url=https://www.apple.com/mac/green-notebooks|url-status=live|archive-url=https://web.archive.org/web/20081222083708/http://www.apple.com/mac/green-notebooks|archive-date=December 22, 2008|access-date=December 24, 2008 |publisher=Apple Inc.}}</ref><ref>{{Cite web |title=Apple: MacBook Pro Graphics |url=https://www.apple.com/macbookpro/graphics.html|url-status=live|archive-url=https://web.archive.org/web/20070602180903/http://www.apple.com/macbookpro/graphics.html|archive-date=June 2, 2007|access-date=June 8, 2007}}; {{Cite web |date=May 4, 2007 |title=First Look: LED-Backlit displays: What you need to know |url=https://www.macworld.com/article/1057740/ledbacklight.html|access-date=February 16, 2021 |website=Macworld |language=en}}</ref> Apple offers comprehensive and transparent information about the [[carbon dioxide equivalent|CO₂e]], [[greenhouse gas emissions|emissions]], materials, and [[electric energy consumption|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.<ref name="Apple-environment-reports"/> In June 2009, Apple's [[iPhone 3GS]] was free of PVC, arsenic, and BFRs.<ref name="Apple-environmental-news" /><ref>{{Cite web |title=iMac and the Environment |url=https://www.apple.com/imac/environment.html|url-status=dead|archive-url=https://web.archive.org/web/20101129205242/http://www.apple.com/imac/environment.html|archive-date=November 29, 2010|access-date=November 29, 2010 |publisher=Apple Inc.}}; {{Cite web |last1=Michaels |first1=Philip |last2=Snell |first2=Jason |last3=Macworld {{!}}|date=June 8, 2009|title=iPhone 3G S offers speed boost, video capture|url=https://www.macworld.com/article/1141031/iphone3gs.html|access-date=February 16, 2021|website=Macworld|language=en}}</ref> Since 2009, all Apple products have mercury-free LED-backlit LCD displays, arsenic-free glass, and non-PVC cables.<ref>{{Cite web |date=2016-04-18 |title=Six of the worst toxins Apple says it has phased out of its products |url=https://qz.com/663763/six-of-the-worst-toxins-apple-says-it-has-phased-out-of-its-products |access-date=2024-10-01 |website=Quartz |language=en}}</ref> All Apple products have EPEAT Gold status and beat the latest Energy Star guidelines in each product's respective regulatory category.<ref name="Apple-environmental-news" /><ref>{{Cite web |date=March 2016 |title=Energy Star Computers Final Program Requirements |url=https://www.energystar.gov/sites/default/files/specs//Version%206%201%20Computers%20Final%20Program%20Requirements.pdf|url-status=live|archive-url=https://ghostarchive.org/archive/20221009/https://www.energystar.gov/sites/default/files/specs//Version%206%201%20Computers%20Final%20Program%20Requirements.pdf|archive-date=October 9, 2022|access-date=March 30, 2016 |website=[[Energy Star]] |publisher=[[EPA]]}}</ref>

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.<ref>{{Cite web |last=Slivka |first=Eric |date=November 9, 2011 |title=Apple Jumps to Fourth in Greenpeace's Environmental Rankings of Electronics Companies |url=https://www.macrumors.com/2011/11/09/apple-jumps-to-fourth-in-greenpeaces-environmental-rankings-of-electronics-companies|access-date=April 18, 2017 |website=[[MacRumors]]}}; {{Cite web |date=November 9, 2011 |title=Apple ranks fourth on Greenpeace's 'Guide to Greener Electronics' |url=http://appleinsider.com/articles/11/11/09/apple_ranks_fourth_on_greenpeaces_guide_to_greener_electronics|access-date=April 18, 2017 |website=[[AppleInsider]]}}</ref> Greenpeace praised Apple's [[sustainability metrics and indices|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.<ref>{{Cite web |title=Apple, 4th position, 4.6/10 |url=http://www.greenpeace.org:80/international/Global/international/publications/climate/2011/Cool%20IT/greener-guide-nov-2011/apple.pdf|url-status=live|archive-url=https://ghostarchive.org/archive/20221009/http://www.greenpeace.org:80/international/Global/international/publications/climate/2011/Cool%20IT/greener-guide-nov-2011/apple.pdf|archive-date=October 9, 2022|access-date=April 18, 2017 |publisher=[[Greenpeace]]}}</ref> In January 2012, Apple requested that its cable maker, Volex, begin producing [[Low smoke zero halogen|halogen-free]] [[USB]] and power cables.<ref>{{Cite web |last=Anderson |first=Ash |title=Apple Power Cables to Become Even More Environmentally Friendly |url=http://www.keynoodle.com/apple-power-cables-to-become-even-more-environmentally-friendly|access-date=January 14, 2012 |publisher=KeyNoodle|archive-date=January 17, 2012|archive-url=https://web.archive.org/web/20120117004318/http://www.keynoodle.com/apple-power-cables-to-become-even-more-environmentally-friendly/|url-status=dead}}; {{Cite web |date=March 20, 2018 |title=Fire Resistant yet Environment Friendly Power Cables From Apple |url=https://appletoolbox.com/fire-resistant-yet-environment-friendly-power-cables-from-apple|access-date=February 16, 2021|archive-url=https://web.archive.org/web/20221014102514/https://appletoolbox.com/fire-resistant-yet-environment-friendly-power-cables-from-apple/|archive-date=October 14, 2022 |website=AppleToolBox |language=en-US}}</ref>

=== Green bonds ===

In February 2016, Apple issued a {{US dollar|1.5}}&nbsp;billion [[green 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.<ref name="Apple-environment-reports">{{Cite web |title=Environment – Reports |url=https://www.apple.com/environment/reports|access-date=May 28, 2016 |publisher=Apple Inc.}}</ref><ref>{{Cite web |date=February 17, 2016 |title=Apple launches $1.5bn green bond |url=https://www.climatechangenews.com/2016/02/17/apple-launches-1-5bn-green-bond|access-date=February 16, 2021 |website=Climate Home News |language=en}}</ref>

== Supply chain ==

{{Main|Apple supply chain}}

Apple products were made in the United States 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|Made in the U.S.A.]]' is no longer a viable option for most Apple products".<ref>{{Cite news |last1=Duhigg |first1=Charles |last2=Bradsher |first2=Keith |date=January 21, 2012 |title=Apple, America and a Squeezed Middle Class |work=[[The New York Times]] |url=https://www.nytimes.com/2012/01/22/business/apple-america-and-a-squeezed-middle-class.html |url-access=limited |archive-url=https://ghostarchive.org/archive/20220101/https://www.nytimes.com/2012/01/22/business/apple-america-and-a-squeezed-middle-class.html |archive-date=January 1, 2022}}{{cbignore}}</ref>

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."<ref name="supply">{{Cite news |title=Apple's Supply-Chain Secret? Hoard Lasers |work=[[BusinessWeek]] |publisher=[[Bloomberg L.P.]] |url=http://www.businessweek.com/magazine/apples-supplychain-secret-hoard-lasers-11032011.html |url-status=dead |access-date=November 4, 2011 |archive-url=https://archive.today/20201210190525/https://www.webcitation.org/62xFMYuc3?url=http://www.businessweek.com/printer/magazine/apples-supplychain-secret-hoard-lasers-11032011.html |archive-date=December 10, 2020 |quote=The iPhone maker spends lavishly on all stages of the manufacturing process, giving it a huge operations advantage}}</ref><ref>{{Cite news |date=November 9, 2011 |title=Ruthlessness and lasers: Apple's supply chain revealed |work=Financial Post |publisher=Business.financialpost.com |url=http://business.financialpost.com/2011/11/09/ruthlessness-and-lasers-apples-supply-chain-revealed |access-date=December 24, 2011}}</ref>

In May 2017, the company announced a $1 billion funding project for "advanced manufacturing" in the United States,<ref>{{Cite web |last=Statt |first=Nick |date=May 3, 2017 |title=Tim Cook says Apple is investing $1 billion in US manufacturing |url=https://www.theverge.com/2017/5/3/15537742/apple-ceo-tim-cook-1-billion-us-manufacturing-investment|access-date=December 14, 2017 |website=[[The Verge]] |publisher=[[Vox Media]]}}; {{Cite web |last=Ochs |first=Susie |date=May 3, 2017 |title=Apple joins 'Made in America' trend with $1 billion fund to promote U.S. manufacturing |url=https://www.macworld.com/article/3194332/hardware/apple-to-invest-1-billion-in-an-advanced-manufacturing-fund.html|access-date=December 14, 2017 |website=[[Macworld]] |publisher=[[International Data Group]]}}</ref> and subsequently invested $200&nbsp;million in [[Corning Inc.]], a manufacturer of toughened [[Gorilla Glass]] technology used in Apple's [[iPhone]]s.<ref>{{Cite web |last=Gartenberg |first=Chaim |date=May 12, 2017 |title=Apple's first target for its $1 billion US manufacturing fund is glass supplier Corning |url=https://www.theverge.com/2017/5/12/15629568/apple-us-advanced-manufacturing-fund-corning-gorilla-glass-investment|access-date=December 14, 2017 |website=[[The Verge]] |publisher=[[Vox Media]]}}; {{Cite web |last=Heater |first=Brian |date=May 12, 2017 |title=Gorilla Glass maker Corning gets $200 million from Apple's US manufacturing investment fund |url=https://techcrunch.com/2017/05/12/gorilla-glass-maker-corning-gets-200-million-from-apples-us-manufacturing-investment-fund|access-date=December 14, 2017 |website=[[TechCrunch]] |publisher=[[Oath Inc.]]}}</ref> The following December, Apple's chief operating officer, [[Jeff Williams (Apple)|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 — and the advanced manufacturing that goes with that — that quite frankly is essential to our innovation."<ref>{{Cite web |last=Salinas |first=Sara |date=December 13, 2017 |title=Apple has a $1 billion fund for US manufacturers, but it's ready to spend more, says COO Jeff Williams |url=https://www.cnbc.com/2017/12/13/apple-coo-jeff-williams-we-could-invest-more-than-1-billion-in-us.html|access-date=December 14, 2017 |website=[[CNBC]] |publisher=[[NBCUniversal News Group]]}}; {{Cite web |last=Miller |first=Chance |date=December 13, 2017 |title=Jeff Williams says Apple is prepared to invest more than $1B in US manufacturers |url=https://9to5mac.com/2017/12/13/apple-invest-in-us-manufacturing|access-date=December 14, 2017 |website=[[9to5Mac]]}}</ref>

During the Mac's early history, Apple generally refused to adopt prevailing industry standards for hardware, instead creating their own.<ref>{{Cite web |date=March 17, 2001 |title=Mac Ports |url=http://lawlor.cs.uaf.edu/~olawlor/ref/mac_ports/index.html|access-date=October 7, 2011 |publisher=Lawlor.cs.uaf.edu}}</ref> This trend was largely reversed in the late 1990s, beginning with Apple's adoption of the [[Peripheral Component Interconnect|PCI]] bus in the [[Power Macintosh 7500|7500]]/[[Power Macintosh 8500|8500]]/[[Power Macintosh 9500|9500]] [[Power Macintosh|Power Macs]]. Apple has since joined the industry standards groups to influence the future direction of technology standards such as [[USB]], [[Accelerated Graphics Port|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.<ref>{{Cite web |title=1394 Trade Association: What is 1394? |url=http://www.1394ta.org/consumers/WhatIsFireWire.html|url-status=dead|archive-url=https://web.archive.org/web/20140404152533/http://www.1394ta.org/consumers/WhatIsFireWire.html|archive-date=April 4, 2014}}</ref>

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.<ref>{{Cite web |last=Lunden |first=Ingrid |date=July 24, 2012 |title=Apple's Feeling Europe's Economic Crisis: 'Essentially Flat' Sales And A 'Slowdown' In Business, Says Cook |url=https://techcrunch.com/2012/07/24/apples-feeling-europes-economic-crisis-essentially-flat-revenues|access-date=May 24, 2017 |website=[[TechCrunch]] |publisher=[[AOL]]}}</ref> India's requirement that 30% of products sold be manufactured in the country was described as "really adds cost to getting product to market".<ref>{{Cite web |date=July 25, 2012 |title=Apple CEO Tim Cook: 'I love India, but...' |url=http://gadgets.ndtv.com/mobiles/news/apple-ceo-tim-cook-i-love-india-but-247307|access-date=May 24, 2017 |website=Gadgets360 |publisher=[[NDTV]]}}</ref> In May 2016, Apple opened an iOS app development center in [[Bangalore]] and a maps development office for 4,000 staff in Hyderabad.<ref>{{Cite press release |url=https://www.apple.com/in/newsroom/2016/05/19Apple-Opens-Development-Office-in-Hyderabad |title=Apple Opens Development Office in Hyderabad |publisher=Apple Inc. |access-date=October 18, 2017}};<br />{{Cite web |last=Rai |first=Saritha |date=May 17, 2016 |title=Apple CEO Makes First India Trip With Billion Phone Sales at Stake |url=https://www.bloomberg.com/news/articles/2016-05-17/apple-ceo-tim-cook-visiting-india-an-important-growth-market|access-date=May 24, 2017 |website=[[Bloomberg Technology]] |publisher=[[Bloomberg L.P.]]}};<br />{{Cite web |last=Byford |first=Sam |date=May 18, 2016 |title=Apple announces app development accelerator in Bangalore, India |url=https://www.theverge.com/2016/5/18/11699060/apple-india-app-accelerator-bengaluru|access-date=May 24, 2017 |website=[[The Verge]]}};<br />{{Cite web |last=Russell |first=Jon |date=May 17, 2016 |title=Apple is opening an app design and development accelerator in India |url=https://techcrunch.com/2016/05/17/apple-is-opening-an-app-design-and-development-accelerator-in-india|access-date=May 24, 2017 |website=[[TechCrunch]] |publisher=[[AOL]]}}</ref> In March, ''[[The Wall Street Journal]]'' reported that Apple would begin manufacturing iPhone models in India "over the next two months",<ref>{{Cite news |last1=Roy |first1=Rajesh |last2=Purnell |first2=Newley |date=March 23, 2017 |title=Apple to Start Making iPhones in India Over Next Two Months |work=[[The Wall Street Journal]] |url=https://www.wsj.com/articles/apple-likely-to-start-making-iphones-in-india-over-next-two-months-1490269258 |url-access=subscription |access-date=May 24, 2017}}; {{Cite web |last=Gartenberg |first=Chaim |date=March 23, 2017 |title=Apple reportedly to start manufacturing iPhones in India |url=https://www.theverge.com/circuitbreaker/2017/3/23/15041572/apple-manufacturing-iphones-india-wistron-corp|access-date=May 24, 2017 |website=[[The Verge]]}}</ref> and in May, the ''Journal'' wrote that an Apple manufacturer had begun production of the [[iPhone SE (1st generation)|iPhone SE]] in the country,<ref>{{Cite news |last1=Roy |first1=Rajesh |last2=Purnell |first2=Newley |last3=Mickle |first3=Tripp |date=May 17, 2017 |title=Apple Assembles First iPhones in India |work=[[The Wall Street Journal]] |url=https://www.wsj.com/articles/apple-assembles-first-iphones-in-india-1495016276 |url-access=subscription |access-date=May 24, 2017}}; {{Cite web |last=Mayo |first=Benjamin |date=May 17, 2017 |title=Apple has started production of iPhone SE in India, shipping to customers later in May |url=https://9to5mac.com/2017/05/17/iphone-made-in-india-2|access-date=May 24, 2017 |website=[[9to5Mac]]}}</ref> while Apple told ''[[CNBC]]'' that the manufacturing was for a "small number" of units.<ref>{{Cite web |last=Haselton |first=Todd |date=May 17, 2017 |title=Apple begins manufacturing iPhone SE in India |url=https://www.cnbc.com/2017/05/17/apple-begins-manufacturing-iphone-se-in-india.html|access-date=May 24, 2017 |website=[[CNBC]] |publisher=[[NBCUniversal News Group]]}}</ref> In April 2019, Apple initiated manufacturing of the iPhone 7 at its [[Bengaluru]] facility, keeping in mind demand from local customers even as they seek more incentives from the government of India.<ref>{{Cite web |date=April 2, 2019 |title=Apple starts iPhone 7 production in Bengaluru |url=https://www.livemint.com/technology/gadgets/apple-starts-iphone-7-production-in-bengaluru-1554184978055.html|access-date=April 2, 2019 |website=livemint.com |language=en}}</ref> 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.<ref>{{Cite news |date=February 27, 2020 |title=Apple to open first Indian store in 2021 |language=en-GB |work=BBC News |url=https://www.bbc.com/news/technology-51654274 |access-date=February 27, 2020}}</ref> The opening of the Apple Store was postponed, and finally took place in April 2023,<ref>{{Cite web |last1=Travelli |first1=Alex |last2=Raj |first2=Suhasini |date=2023-04-18 |title=Apple Opens First Store in India, a Promising Frontier for the Tech Giant |url=https://www.nytimes.com/2023/04/18/business/apple-stores-india-tim-cook.html |access-date=2024-10-06 |website=[[The New York Times]]}}</ref> while the online store was launched in September 2020.<ref>{{Cite web |last=Warwick |first=Stephen |date=2020-09-23 |title=Apple's online store opens in India |url=https://www.imore.com/apples-online-store-opens-india |access-date=2024-10-06 |website=iMore |language=en}}</ref>

=== Worker organizations ===

{{Main|Apple and unions}}

Apple directly employs 147,000 workers including 25,000 corporate employees in [[Apple Park]] and across Silicon Valley.<ref name="Downey2021">{{Cite web|last=Downey|first=Rosellen "Rosie"|date=July 9, 2021|title=Two Big Tech rivals compete for top spot on largest employers list|url=https://www.bizjournals.com/sanjose/news/2021/07/09/two-big-tech-rivals-top-of-the-list-employers.html|access-date=December 7, 2021|website=[[BizJournals]]|archive-date=July 9, 2021|archive-url=https://web.archive.org/web/20210709130426/https://www.bizjournals.com/sanjose/news/2021/07/09/two-big-tech-rivals-top-of-the-list-employers.html|url-status=live}}</ref><ref name="Leswing2021">{{Cite web|last=Leswing|first=Kif|date=April 26, 2021|title=Apple will spend $1 billion to open 3,000-employee campus in North Carolina|url=https://www.nbcnews.com/business/business-news/apple-will-spend-1-billion-open-3-000-employee-campus-n1265401|access-date=December 7, 2021|website=[[NBC News]]|language=en|archive-date=December 7, 2021|archive-url=https://web.archive.org/web/20211207113752/https://www.nbcnews.com/business/business-news/apple-will-spend-1-billion-open-3-000-employee-campus-n1265401|url-status=live}}</ref> The vast majority of its employees work at the over 500 retail [[Apple Store]]s globally.<ref>{{Cite web |title=Apple Retail Store - Store List |url=https://www.apple.com/retail/storelist/ |url-status=live |archive-url=https://web.archive.org/web/20110215221937/http://www.apple.com/retail/storelist/ |archive-date=February 15, 2011 |access-date=September 9, 2021 |website=Apple Inc. |language=en-US}}</ref> Apple relies on a larger, outsourced workforce for manufacturing, particularly in China where Apple directly employs 10,000 workers across its retail and corporate divisions. In addition, one further million workers are contracted by Apple's suppliers to assemble Apple products, including [[Foxconn]] and [[Pegatron]].<ref>{{Cite web |last=Wu |first=Debby |date=February 4, 2020 |title=Apple suppliers aim to resume full China production Monday |url=https://www.latimes.com/business/story/2020-02-04/apple-china-suppliers |access-date=October 30, 2022 |website=[[Los Angeles Times]] |language=en-US}}</ref> [[Zhengzhou Technology Park]] alone employs 350,000 Chinese workers in [[Zhengzhou]] to exclusively work on the [[iPhone]].<ref>{{Cite web |last=Jacobs |first=Harrison |date=May 7, 2018 |title=Inside 'iPhone City,' the massive Chinese factory town where half of the world's iPhones are produced |url=https://www.businessinsider.com/apple-iphone-factory-foxconn-china-photos-tour-2018-5 |url-status=live |archive-url=https://web.archive.org/web/20210829002300/https://www.businessinsider.com/apple-iphone-factory-foxconn-china-photos-tour-2018-5 |archive-date=August 29, 2021 |access-date=August 28, 2021 |website=[[Business Insider]] |language=en-US}}</ref> {{As of|2021}}, Apple uses hardware components from 43 different countries.<ref>{{Cite web |last=Petrova |first=Magdalena |date=December 14, 2018 |title=We traced what it takes to make an iPhone, from its initial design to the components and raw materials needed to make it a reality |url=https://www.cnbc.com/2018/12/13/inside-apple-iphone-where-parts-and-materials-come-from.html |url-status=live |archive-url=https://web.archive.org/web/20210715232444/https://www.cnbc.com/2018/12/13/inside-apple-iphone-where-parts-and-materials-come-from.html |archive-date=July 15, 2021 |access-date=July 15, 2021 |website=[[CNBC]] |language=en}}</ref> The majority of assembling is done by Taiwanese [[original design manufacturer]] firms [[Foxconn]], [[Pegatron]], [[Wistron]] and [[Compal Electronics]] in factories primarily located inside [[#China|China]],<ref>{{Cite web |last=Moorhead |first=Patrick |date=April 13, 2019 |title=Who Are Apple's iPhone Contract Manufacturers? |url=https://www.forbes.com/sites/patrickmoorhead/2019/04/13/who-are-apples-iphone-contract-manufacturers/ |url-status=live |archive-url=https://web.archive.org/web/20210715232455/https://www.forbes.com/sites/patrickmoorhead/2019/04/13/who-are-apples-iphone-contract-manufacturers/ |archive-date=July 15, 2021 |access-date=July 15, 2021 |website=[[Forbes]] |language=en}}</ref> and, to a lesser extent, Foxconn plants in [[#Brazil|Brazil]],<ref>{{Cite web |date=August 29, 2019 |title=Apple's India and Brazil iPhone plants haven't reduced its dependence on China: Report |url=https://www.firstpost.com/tech/news-analysis/apples-india-and-brazil-iphone-plants-havent-reduced-dependence-on-china-report-7246191.html |url-status=live |archive-url=https://web.archive.org/web/20210715232457/https://www.firstpost.com/tech/news-analysis/apples-india-and-brazil-iphone-plants-havent-reduced-dependence-on-china-report-7246191.html |archive-date=July 15, 2021 |access-date=July 15, 2021 |website=[[Firstpost|Tech2 Firstpost]]}}</ref> and [[#India|India]].<ref>{{Cite news |last1=Phartiyal |first1=Sankalp |last2=Ahmed |first2=Aftab |last3=Blanchard |first3=Ben |date=February 9, 2021 |title=Apple supplier Wistron to restart India factory, still on probation |language=en |work=[[Reuters]] |url=https://www.reuters.com/article/us-apple-india-wistron-idUSKBN2A90PU |url-status=live |access-date=July 15, 2021 |archive-url=https://web.archive.org/web/20210715232457/https://www.reuters.com/article/us-apple-india-wistron-idUSKBN2A90PU |archive-date=July 15, 2021}}</ref>

Apple workers around the globe have been involved in [[Organizing model|organizing]] since the 1990s.<ref name="Hyde2002">{{Cite journal |last=Hyde |first=Alan |date=2002 |title=Employee Organization in Silicon Valley: Networks, Ethnic Organization, and New Unions |url=https://scholarship.law.upenn.edu/jbl/vol4/iss3/2/ |journal=[[University of Pennsylvania Journal of Labor and Employment Law]] |volume=4 |issue=3 |pages=493}}</ref> Apple unions are made up of retail, corporate, and outsourced workers. Apple employees have joined [[trade union]]s or formed [[works council]]s in [[Apple Inc. and unions#Australia|Australia]],<ref name="Zhuang2022">{{Cite news |last=Zhuang |first=Yan |date=October 18, 2022 |title=New Crack in Apple's Armor as Dozens Strike at Its Stores in Australia |url=https://www.nytimes.com/2022/10/17/business/apple-store-strike-australia.html |access-date=November 15, 2022 |work=[[New York Times]] |language=en-US |issn=0362-4331}}</ref> [[Apple Inc. and unions#France|France]],<ref>{{Cite news |last=De Clercq |first=Geert |date=September 20, 2023 |title=Apple France workers call strike ahead of iPhone 15 launch |url=https://www.reuters.com/technology/apple-france-workers-call-strike-ahead-iphone-15-launch-2023-09-20/ |access-date=September 21, 2023 |work=[[Reuters]] |language=en}}</ref> [[Apple Inc. and unions#Germany|Germany]],<ref name="Loehne2012">{{Cite web |last=Loehne |first=Niedrige |date=November 11, 2012 |title=Alle deutschen Apple Stores bekommen Betriebsrat |trans-title=All German Apple stores have a works council |url=https://www.golem.de/sonstiges/zustimmung/auswahl.html?from=https%3A%2F%2Fwww.golem.de%2Fnews%2Fniedrige-loehne-alle-deutschen-apple-stores-bekommen-betriebsrat-1211-95639.html |url-status=live |archive-url=https://web.archive.org/web/20210829002259/https://www.golem.de/sonstiges/zustimmung/auswahl.html?from=https%3A%2F%2Fwww.golem.de%2Fnews%2Fniedrige-loehne-alle-deutschen-apple-stores-bekommen-betriebsrat-1211-95639.html |archive-date=August 29, 2021 |access-date=August 28, 2021 |website=[[Golem.de]]}}</ref> [[Apple Inc. and unions#Italy|Italy]],<ref>{{Cite web |date=November 6, 2013 |title=Italy: first company agreement for Apple Stores {{!}} EWCDB |url=https://ewcdb.eu/node/241049 |access-date=January 7, 2023 |website=[[European Trade Union Institute|European Works Council Database]]}}</ref> [[Apple Inc. and unions#Japan|Japan]],<ref name="Corrales2022">{{Cite web |last1=Corrales |first1=Roberto |last2=Aguiar |first2=Alberto R. |date=November 3, 2022 |title=Los sindicatos de Apple crean una red de solidaridad mundial, de Maryland a Tokio pasando por Barcelona: qué demandan en España |url=https://www.businessinsider.es/sindicatos-apple-eeuu-japon-espana-crean-red-apoyo-1137943 |access-date=November 15, 2022 |website=[[Business Insider|Business Insider España]] |language=es}}</ref> the [[Apple Inc. and unions#United Kingdom|United Kingdom]]<ref>{{Cite web |last=Hilliard |first=Wesley |date=December 15, 2022 |title=London Apple Store at White City unionizing with UTAW |url=https://appleinsider.com/articles/22/12/15/london-apple-store-at-white-city-unionizing-with-utaw |access-date=January 6, 2023 |website=[[Apple Insider]] |language=en}}</ref> and the [[Apple Inc. and unions#United States|United States]].<ref name="Albergotti2022">{{Cite news |last=Albergotti |first=Reed |date=February 18, 2022 |title=Some U.S. Apple Store employees are working to unionize, part of a growing worker backlash |url=https://www.washingtonpost.com/technology/2022/02/18/apple-retail-stores-union-labor |url-status=live |archive-url=https://web.archive.org/web/20220218195820/https://www.washingtonpost.com/technology/2022/02/18/apple-retail-stores-union-labor/ |archive-date=February 18, 2022 |access-date=February 18, 2022 |newspaper=[[The Washington Post]]}}</ref> In 2021, [[Apple Inc. and unions#Apple Together|Apple Together]], a [[Solidarity unionism|solidarity union]], sought to bring together the company's global worker organizations.<ref name="Harrington2022">{{Cite magazine |last=Harrington |first=Caitlin |date=May 13, 2022 |title=Apple Together Brings Corporate Workers Into the Union Effort |url=https://www.wired.com/story/apple-together-solidarity-union-organizing/ |access-date=May 13, 2022 |magazine=[[Wired (magazine)|Wired]] |language=en-US |issn=1059-1028}}</ref> The majority of industrial [[labor dispute]]s (including union recognition) involving Apple occur indirectly through [[Apple supply chain|its suppliers and contractors]], notably [[Foxconn]] plants in [[Apple Inc. and unions#China|China]]<ref name="Chan2013">{{Cite journal |last=Chan |first=Jenny |date=2013 |title=A Suicide Survivor: The Life of a Chinese Worker |url=https://osf.io/dzsa2/ |journal=New Technology, Work and Employment |volume=28 |issue=2 |pages=84–99 |doi=10.1111/NTWE.12007 |s2cid=154463838}}</ref> and, to a lesser extent, in [[Apple Inc. and unions#Brazil|Brazil]]<ref>{{Cite web |last=Chen |first=Michelle |date=April 17, 2012 |title=Apple's Two Faces: Power Gaps Between Brazil and China Foxconn Workers |url=https://inthesetimes.com/article/apples-two-faces-power-gaps-between-brazil-and-china-foxconn-workers |url-status=live |archive-url=https://web.archive.org/web/20210829002257/https://inthesetimes.com/article/apples-two-faces-power-gaps-between-brazil-and-china-foxconn-workers |archive-date=August 29, 2021 |access-date=August 29, 2021 |website=[[In These Times (publication)|In These Times]] |language=en}}</ref> and [[Apple Inc. and unions#India|India]].<ref>{{Cite web |date=December 20, 2021 |title=India: arrests made after Foxconn food poisoning protest in Chennai |url=https://www.scmp.com/news/asia/south-asia/article/3160425/india-arrests-made-after-protest-over-food-poisoning-apple |access-date=December 20, 2022 |website=[[South China Morning Post]] |language=en}}</ref>

=== Democratic Republic of the Congo ===

In 2019, Apple was named as a defendant in a [[forced labour]] and [[child slavery]] lawsuit by Congolese families of children injured and killed in [[Cobalt mining|cobalt mines]] owned by [[Glencore]] and [[Zhejiang Huayou Cobalt]], which supply battery materials to Apple and other companies.<ref>{{Cite news |last=Kelly |first=Annie |date=2019-12-16 |title=Apple and Google named in US lawsuit over Congolese child cobalt mining deaths |url=https://www.theguardian.com/global-development/2019/dec/16/apple-and-google-named-in-us-lawsuit-over-congolese-child-cobalt-mining-deaths |access-date=2024-12-17 |work=The Guardian |language=en-GB |issn=0261-3077}}</ref>

In April 2024, lawyers representing the [[Democratic Republic of the Congo]] notified Apple of evidence that Apple may be sourcing minerals from conflict areas of eastern Congo.<ref>{{Cite news |last=Rolley |first=Sonia |date=May 22, 2024 |title=Congo lawyers say they have new evidence on Apple's minerals supply chain |url=https://www.reuters.com/world/africa/congo-lawyers-say-received-new-evidence-apples-minerals-supply-chain-2024-05-22/ |archive-url=http://web.archive.org/web/20240525181607/https://www.reuters.com/world/africa/congo-lawyers-say-received-new-evidence-apples-minerals-supply-chain-2024-05-22/ |archive-date=2024-05-25 |access-date=2024-12-17 |work=Reuters |language=en-US}}</ref> Apple policies and documentation describe mitigation efforts against [[Resource war|conflict minerals]], however the lawyers identify discrepancies in supplier reporting as well as a [[Global Witness]] report describing a lack of "meaningful mitigation" on Apple's part.<ref>{{Cite web |last=Imray |first=Gerald |date=2024-04-25 |title=Congo questions Apple over knowledge of conflict minerals in its supply chain |url=https://apnews.com/article/apple-iphones-congo-blood-minerals-b1f20aa7bd3a3f4f8cf7fcde19c6f053 |access-date=2024-12-17 |website=AP News |language=en}}</ref> In December 2024, DRC filed a lawsuit against Apple's European subsidiaries.<ref>{{Cite news |last1=Pilling |first1=David |last2=Hancock |first2=Alice |last3=Acton |first3=Michael |last4=Dubois |first4=Laura |date=2025-01-20 |title=Apple hit by Belgian probe over 'blood minerals' from Congo |url=https://www.ft.com/content/bf4dafef-a61f-442b-9c4d-d87abdea86e3 |access-date=2025-01-22 |work=Financial Times}}</ref><ref>{{Cite web |last=AFP |date=2024-12-17 |title=DR Congo sues Apple over alleged illegal mineral exploitation |url=https://www.justiceinfo.net/en/139576-dr-congo-sues-apple-over-alleged-illegal-mineral-exploitation.html |access-date=2024-12-17 |website=JusticeInfo.net |language=en-US}}</ref>

== See also ==

* [[List of Apple Inc. media events]]

* [[Outline of Apple Inc.]]

== Notes ==

{{Notelist}}

== References ==

{{Reflist}}

=== Bibliography ===

{{Refbegin}}

* {{Cite book |last=Price |first=Rob |title=So Far: The First Ten Years of a Vision |publisher=Apple Computer |year=1987 |isbn=978-1-55693-974-7}}

* {{Cite web |last=Polsson |first=Ken |title=Chronology of Events in the History of Microcomputers |url=http://www.microprocessor.sscc.ru/comphist |archive-url=https://web.archive.org/web/20080602225734/http://www.microprocessor.sscc.ru/comphist |archive-date=June 2, 2008 |access-date=August 18, 2008}}

{{Refend}}

== Further reading ==

{{Refbegin}}

* {{Cite book |last1=Amelio |first1=Gil |url=https://archive.org/details/onfiringlinemy5000gila |title=On the Firing Line: My 500 Days at Apple |last2=Simon |first2=William L. |publisher=Harper Business |year=1999 |isbn=978-0-88730-919-9 |___location=New York |oclc=41424094 |author-link=Gil Amelio}}

* {{Cite book |last=Carlton |first=Jim |title=Apple: The Inside Story of Intrigue, Egomania and Business Blunders |publisher=Random House Business Books |year=1998 |isbn=978-0-88730-965-6 |edition=Revised |oclc=1068545200}}

* {{Cite book |last=Deutschman |first=Alan |url=https://archive.org/details/secondcomingofst00deut |title=The Second Coming of Steve Jobs |publisher=Broadway Books |year=2000 |isbn=978-0-7679-0432-2 |oclc=59470055}}

* {{Cite book |last=Hertzfeld |first=Andy |title=Revolution in the Valley: The Insanely Great Story of How the Mac Was Made |title-link=Revolution in the Valley |publisher=O'Reilly Books |year=2004 |isbn=978-0-596-00719-5 |oclc=774133318 |author-link=Andy Hertzfeld}}

* {{Cite book |last=Kunkel |first=Paul |url=https://archive.org/details/DTCA3DOC-230_industrial_design |title=AppleDesign: The Work of the Apple Industrial Design Group |year=1997 |publisher=Graphis Incorporated |isbn=978-1-888001-25-9 |oclc=450559301 |url-access=registration}}

* {{Cite book |last=Lashinsky |first=Adam |title=Inside Apple: How America's Most Admired—and Secretive—Company Really Works |title-link=Inside Apple |year=2013 |publisher=Grand Central |isbn=978-1-4555-1216-4 |oclc=984131988}}

* {{Cite book |last=O'Grady |first=Jason D. |title=Apple Inc. |publisher=ABC-CLIO |year=2009 |isbn=978-0-313-36244-6}}

* {{Cite book |last=Levy |first=Steven |title=Insanely Great: The Life and Times of Macintosh, the Computer That Changed Everything |publisher=Penguin Books |year=2000 |isbn=978-0-14-029177-3 |___location=New York |oclc=474924791 |author-link=Steven Levy |orig-year=1994}}

* {{Cite book |last=Linzmayer |first=Owen |title=Apple Confidential 2.0 |publisher=No Starch Press |year=2004 |isbn=978-1-59327-010-0 |oclc=921280642}}

* {{Cite book |last=Rose |first=Frank |url=https://archive.org/details/westofedenendofi00rose |title=West of Eden: The End of Innocence at Apple Computer |publisher=Penguin Books |year=1990 |isbn=978-0-14-009372-8 |oclc=924684399}}

* {{Cite book |last1=Sculley |first1=John |title=Odyssey: Pepsi to Apple ... A Journey of Adventure, Ideas and the Future |last2=Byrne |first2=John A. |publisher=Diane Pub Co |year=1990 |isbn=978-0-7881-6949-6 |oclc=947796756 |author-link=John Sculley |orig-year=October 1, 1987}}

* {{Cite book |last1=Wozniak |first1=Steve |title=iWoz: From Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It |title-link=iWoz: From Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It |last2=Smith |first2=Gina |publisher=W. W. Norton & Company |year=2006 |isbn=978-0-393-06143-7 |oclc=502898652 |author-link=Steve Wozniak |author-link2=Gina Smith (author)}}

* {{Cite book |last=Young |first=Jeffrey S. |title=Steve Jobs: The Journey Is the Reward |publisher=Lynx Books |year=1988 |isbn=978-1-55802-378-9 |oclc=502695173}}

* {{Cite book |last1=Young |first1=Jeffrey S. |url=https://archive.org/details/iconstevejobsgre00jeff |title=iCon Steve Jobs: The Greatest Second Act in the History of Business |last2=Simon |first2=William L. |publisher=John Wiley & Sons |year=2005 |isbn=978-0-471-72083-6 |oclc=487439489}}

{{Refend}}

== External links ==

* {{Official website}}

{{Finance links

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| reuters = AAPL.O

| bloomberg = AAPL:US

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* {{OpenCorp|Apple}}

* {{OpenSecrets}}

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