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Wikipedia

History of Apple Inc.

March 12, 2023

For more general information about the company, see Apple Inc.

Apple Inc., originally named Apple Computer, Inc., is a multinational corporation that creates and markets consumer electronics and attendant computer software, and is a digital distributor of media content. Apple's core product lines are the iPhone smartphone, iPad tablet computer, and the Macintosh personal computer. The company offers its products online and has a chain of retail stores known as Apple Stores. Founders Steve Jobs, Steve Wozniak, and Ronald Wayne created Apple Computer Co. on April 1, 1976, to market Wozniak's Apple I desktop computer,[2] and Jobs and Wozniak incorporated the company on January 3, 1977,[3] in Cupertino, California.

Current Apple Inc. logo, introduced in 1998, discontinued in 2000, and re-established in 2014[1]

For more than three decades, Apple Computer was predominantly a manufacturer of personal computers, including the Apple II, Macintosh, and Power Mac lines, but it faced rocky sales and low market share during the 1990s. Jobs, who had been ousted from the company in 1985, returned to Apple in 1997 after his company NeXT was bought by Apple.[4] The following year he became the company's interim CEO,[5] which later became permanent.[6] Jobs subsequently instilled a new corporate philosophy of recognizable products and simple design, starting with the original iMac in 1998.

With the introduction of the successful iPod music player in 2001 and iTunes Music Store in 2003, Apple established itself as a leader in the consumer electronics and media sales industries, leading it to drop "Computer" from the company's name in 2007. The company is also known for its iOS range of smart phone, media player, and tablet computer products that began with the iPhone, followed by the iPod Touch and then iPad. As of June 30, 2015, Apple was the largest publicly traded corporation in the world by market capitalization,[7] with an estimated value of US$1 trillion as of August 2, 2018.[8] Apple's worldwide annual revenue in 2010 totaled US$65 billion, growing to US$127.8 billion in 2011[9] and $156 billion in 2012.[10]

1971–1985: Jobs and Wozniak

Pre-foundation

Steve Jobs and Steve Wozniak, referred to collectively as "the two Steves", first met in mid-1971, when their mutual friend Bill Fernandez introduced then 21-year-old Wozniak to 16-year-old Jobs.[11][12] Their first business partnership began in the fall of that year when Wozniak, a self-educated electronics engineer, read an article in Esquire magazine that described a device that could place free long-distance phone calls by emitting specific tone chirps. Wozniak started to build his original “blue boxes”, which he tested by calling the Vatican City pretending to be Henry Kissinger wanting to speak to the pope.[13] Jobs managed to sell some two hundred blue boxes for $150 each, and split the profit with Wozniak.[11][12] Jobs later told his biographer that if it hadn't been for Wozniak's blue boxes, "there wouldn't have been an Apple."[14]

By 1972, the two Steves had both withdrawn from the colleges they were attending, Reed College for Jobs and UC Berkeley for Wozniak. Wozniak designed a video terminal that he could use to log on to the minicomputers at Call Computer. Alex Kamradt commissioned the design and sold a small number of them through his firm. Aside from their interest in up-to-date technology, the impetus for the two Steves seems to have had another source. In his essay From Satori to Silicon Valley (published 1986), cultural historian Theodore Roszak made the point that Apple Computer emerged from within the West Coast counterculture and the need to produce print-outs, letter labels, and databases. Roszak offers a bit of background on the development of the two Steves' prototype models.

In 1975, the two Steves started attending meetings of the Homebrew Computer Club.[15] New microcomputers such as the Altair 8800 and the IMSAI inspired Wozniak to build a microprocessor into his video terminal and have a complete computer. At the time the only microcomputer CPUs generally available were the $179 Intel 8080 (equivalent to $901 in 2021), and the $170 Motorola 6800 (equivalent to $856 in 2021). Wozniak preferred the 6800, but both were out of his price range. So he watched, and learned, and designed computers on paper, waiting for the day he could afford a CPU.

When MOS Technology released its $20 (equivalent to $95 in 2021) 6502 chip in 1976, Wozniak wrote a version of BASIC for it, then began to design a computer for it to run on. The 6502 was designed by the same people who designed the 6800, as many in Silicon Valley left employers to form their own companies. Wozniak's earlier 6800 paper-computer needed only minor changes to run on the new chip.

By March 1, 1976, Wozniak completed the machine and took it to a Homebrew Computer Club meeting to show it off.[16] When Jobs saw Wozniak's computer, which later became the Apple I, he was immediately interested in its commercial potential.[17] Initially, Wozniak intended to share schematics of the machine for free, but Jobs insisted that they should instead build and sell bare printed circuit boards for the computer.[18] Wozniak originally offered the design to Hewlett-Packard (HP), where he worked at the time, but was denied by the company on five occasions.[19] Jobs eventually convinced Wozniak to go into business together and start a new company of their own.[20] In order to raise the money they needed to produce the first batch of printed circuit boards, Jobs sold his Volkswagen Type 2 minibus for a few hundred dollars, and Wozniak his HP-65 programmable calculator for $500.[18][16][21][22]

Apple I and company formation

 
Steve Jobs' parents' home on Crist Drive in Los Altos, California, where Apple started its operation.[23] Initial work took place in his bedroom and later moved to the home's garage.[15]
 
Wozniak's Apple I design was sold as an assembled circuit board and lacked basic features such as a keyboard, monitor, and case.
 
The first Apple logo, drawn by Ronald Wayne, depicts Isaac Newton under an apple tree.
 
Created by Rob Janoff in 1977, the Apple logo with the rainbow scheme was used from April of that year[24] until August 26, 1999.[citation needed]

On April 1, 1976, Apple Computer Company was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne.[25][20] The company was registered as a California business partnership.[26] Wayne, who worked at Atari as a chief draftsman, became a co-founder in return for a 10% stake.[27][20][2] Wayne was gun-shy due to the failure of his own venture four years earlier. On April 12, less than two weeks after the company's formation, Wayne left Apple, selling his 10% share back to the two Steves for $800.[28][29]

According to Wozniak, Jobs proposed the name “Apple Computer” when he had just come back from Robert Friedland's All-One Farm in Oregon.[29] Jobs told Walter Isaacson that he was "on one of my fruitarian diets," when he conceived of the name and thought "it sounded fun, spirited and not intimidating ... plus, it would get us ahead of Atari in the phone book."[30]

The two Steves made a last trip to the Homebrew Computer Club and demonstrated the Apple I (AKA: The Apple Computer).[31] Paul Terrell, who operated the computer store chain Byte Shop, was impressed,[27] and gave the two Steves his card, asking them to keep in touch.[32] The next day, Jobs visited Terrell at the Mountain View Byte Shop store, and tried to sell him the bare circuit boards for the Apple I.[29] Terrell said he was only interested in purchasing the machine fully assembled, and that he would order 50 assembled computers and pay US$500 each on delivery (equivalent to $2,400 in 2021).[33][34][27] Jobs took the purchase order from the Byte Shop to national electronic parts distributor Cramer Electronics, and ordered the components needed. When asked by the credit manager how he would pay for the parts, Jobs replied, "I have this purchase order from the Byte Shop chain of computer stores for 50 of my computers and the payment terms are COD. If you give me the parts on net 30-day terms I can build and deliver the computers in that time frame, collect my money from Terrell at the Byte Shop and pay you."[35][36]

To verify the purchase order, the credit manager called Paul Terrell, who assured him if the computers showed up, Jobs would have more than enough money for the parts order. The two Steves and their small crew spent day and night building and testing the computers, and delivered to Terrell on time. Terrell was surprised to receive a batch of assembled circuit boards, as he had expected complete computers with a case, monitor and keyboard.[37][38] Nonetheless, he kept his word and paid the two Steves the money promised.[39][37][38][40]

The Apple I went on sale in July 1976 as an assembled circuit board with a retail price of $666.66.[41][42][43] Wozniak later said he had had no idea about the relation between the number and the mark of the beast, and that he came up with the price because he liked repeating digits.[39] About 200 units of the Apple I were eventually sold.[44]

The Apple I computer had some notable features, including the use of a TV display, whereas many machines had no display at all. This was not like the displays of later machines; the text was displayed at 60 characters per second - still faster than the teleprinters of contemporary machines of that era. The machine had bootstrap code on ROM, making it easier to start up. At the insistence of Paul Terrell, Wozniak designed a cassette interface for loading and saving programs, at the then-rapid pace of 1200 bit/s. The simple machine was a masterpiece of design using far fewer parts than anything in its class, and earned Wozniak his reputation as a designer.

Jobs looked for investments to expand the business,[38] but banks were reluctant to lend him money; the idea of a computer for ordinary people seemed absurd at the time. In August 1976, Jobs approached his former boss at Atari, Nolan Bushnell, who recommended that he meet with Don Valentine, the founder of Sequoia Capital.[38] Valentine was not interested in funding Apple, but in turn introduced Jobs to Mike Markkula, a millionaire who had worked under him at Fairchild Semiconductor.[38] Markkula saw great potential in the two Steves, and became an angel investor of their company.[45] He invested $92,000 in Apple out of his own property while securing a $250,000 (equivalent to $1,190,000 in 2021) line of credit from Bank of America.[45][38] In return, Markkula received a one-third stake in Apple.[45] Apple Computer, Inc. was incorporated on January 3, 1977.[38] The new corporation bought out the partnership the two Steves had formed nine months earlier.[46]

In February 1977, Markkula recruited Michael Scott from National Semiconductor to serve as the first president and CEO of Apple Computer, as the two Steves were both insufficiently experienced and he was not interested in taking that position himself.[47][48] That same month, Wozniak resigned from his job at Hewlett-Packard to work full-time for Apple.[46][49]

Apple II

Main article: Apple II series
 
Apple II Plus, designed primarily by Wozniak
 
Disk II designed by Wozniak

Almost as soon as Apple had started selling its first computers, Wozniak moved on from the Apple I and began designing a greatly improved computer: the Apple II.[45] Wozniak completed a working prototype of the new machine by August 1976.[38][50] The two Steves presented the Apple II computer to the public at the first West Coast Computer Faire on April 16 and 17, 1977. On the first day of the exhibition, Jobs introduced the Apple II to a Japanese chemist named Toshio Mizushima, who became the first authorized Apple dealer in Japan. In the May 1977 issue of Byte, Wozniak said of the Apple II design, "To me, a personal computer should be small, reliable, convenient to use, and inexpensive."[51]

The Apple II went on sale on June 10, 1977, with a retail price of $1,298.[52] The computer's main internal difference from its predecessor was a completely redesigned TV interface, which held the display in memory. Now not only useful for simple text display, the Apple II included graphics and, eventually, color. During the development of the Apple II, Jobs pressed for a well-designed plastic case and built-in keyboard, with the idea that the machine should be fully packaged and ready to run out of the box.[53] This was almost the case for the Apple I computers, but one still needed to plug various parts together and type in the code to run BASIC. Jobs wanted the Apple II case to be "simple and elegant", and hired an industrial designer named Jerry Manock to produce such a case design.[53] Apple employee #5 Rod Holt developed the switching power supply.[54]

While early Apple II models use ordinary cassette tapes as storage devices, they were superseded in 1978 by the introduction of a 5+1⁄4-inch floppy disk drive and interface called the Disk II.[55][56] The Disk II system was designed by Wozniak and released with a retail price of $495.[55]

In 1979, the Apple II was chosen to be the desktop platform for the first "killer application" of the business world: VisiCalc, a spreadsheet.[55] So important that the Apple II became what John Markoff described as a "VisiCalc accessory",[57] the application created a business market for the computer and gave home users an additional reason to buy it: compatibility with the office.[55] Before VisiCalc, Apple had been a distant third place competitor to Commodore and Tandy.[58][59]

The Apple II was one of the three "1977 Trinity" computers generally credited with creating the home computer market (the other two being the Commodore PET and the Tandy Corporation TRS-80).[60] A number of different models of the Apple II were built thereafter, including the Apple IIe and Apple IIGS,[61] which continued in public use for nearly two decades. The Apple II series went on to sell about six million units in total before it was discontinued in 1993.[62][63]

Apple III

Main article: Apple III

While the Apple II was already established as a successful business-ready platform because of VisiCalc, Apple management was not content. The Apple III was designed to take on the business environment in an attempt to compete with IBM in the business and corporate computing market.[64] The development of the Apple III started in late 1978 under the guidance of Wendell Sander,[65] and was subsequently developed by a committee headed by Jobs.[66] The Apple III was first announced on May 19, 1980, with a retail price ranging from $4,340 to $7,800, and released in November 1980.[66]

The Apple III was a conservative design for the era, however Jobs wanted the heat generated by the electronics to be dissipated through the chassis of the machine rather than by the more usual cooling fan. The case was not sufficient to cool the components and the Apple III was prone to overheating, causing the integrated circuit chips to disconnect from the motherboard. Customers who contacted Apple customer service were told to "raise the computers six inches in the air, and then let go", which would cause the integrated circuits to fall back into place.

Thousands of Apple III computers were recalled. A new model was introduced in 1983 to try to rectify the problems, but the damage was already done.

Apple IPO

In the July 1980 issue of Kilobaud Microcomputing, publisher Wayne Green stated that "the best consumer ads I've seen have been those by Apple. They are attention-getting, and they must be prompting sale."[67] In August, the Financial Times reported that

Apple Computer, the fast growing Californian manufacturer of small computers for the consumer, business and educational markets, is planning to go public later this year. [It] is the largest private manufacturer in the U.S. of small computers. Founded about five years ago as a small workshop business, it has become the second largest manufacturer of small computers, after the Radio Shack division of the Tandy company.[68]

On December 12, 1980, Apple (ticker symbol "AAPL") went public selling 4.6 million shares at $22 per share ($.10 per share when adjusting for stock splits as of November 30, 2020),[69] generating over $100 million, which was more capital than any IPO since Ford Motor Company in 1956.[70] Several venture capitalists cashed out, reaping billions in long-term capital gains. By the end of the day, the stock rose to $29 per share and 300 millionaires were created, including the two Steves.[71][72] Around this time Wozniak offered $10 million of his own stock to early Apple employees, something Jobs refused to do.[71] Apple's market cap was $1.778 billion at the end of its first day of trading.[70][72]

In January 1981, Apple held its first shareholders meeting as a public company in the Flint Center, a large auditorium at nearby De Anza College (which is often used for symphony concerts) to handle the larger numbers of shareholders post-IPO. The business of the meeting had been planned so that the voting could be staged in 15 minutes or less. In most cases, voting proxies are collected by mail and counted days or months before a meeting. In this case, after the IPO, many shares were in new hands.

Jobs started his prepared speech, but after being interrupted by voting several times, he dropped his prepared speech and delivered a long, emotionally charged talk about betrayal, lack of respect, and related topics.[73]

Competition from the IBM PC

By August 1981 Apple was among the three largest microcomputer companies, perhaps having replaced Radio Shack as the leader;[74] revenue in the first half of the year had already exceeded 1980's $118 million, and InfoWorld reported that lack of production capacity was constraining growth.[75] Because of VisiCalc businesses purchased 90% of Apple IIs;[76][77] large customers especially preferred Apple.[78]

IBM entered the personal computer market that month with the IBM PC[79][80] in part because it did not want products without IBM logos on customers' desks,[81] but Apple had many advantages. While IBM began with one microcomputer, little available hardware or software, and a couple of hundred dealers, Apple had five times as many dealers in the US and an established international distribution network. The Apple II had an installed base of more than 250,000 customers, and hundreds of independent developers offered software and peripherals; at least ten databases and ten word processors were available, while the PC had no databases and one word processor.[82]

The company's customers gained a reputation for devotion and loyalty. BYTE in 1984 stated that[83]

There are two kinds of people in the world: people who say Apple isn't just a company, it's a cause; and people who say Apple isn't a cause, it's just a company. Both groups are right. Nature has suspended the principle of noncontradiction where Apple is concerned. Apple is more than just a company because its founding has some of the qualities of myth ... Apple is two guys in a garage undertaking the mission of bringing computing power, once reserved for big corporations, to ordinary individuals with ordinary budgets. The company's growth from two guys to a billion-dollar corporation exemplifies the American Dream. Even as a large corporation, Apple plays David to IBM's Goliath, and thus has the sympathetic role in that myth.

The magazine noted that the loyalty was not entirely positive for Apple; customers were willing to overlook real flaws in its products, even while holding the company to a higher standard than for competitors.[83] The Apple III was an example of its autocratic reputation among dealers[78] that one described as "Apple arrogance".[84] After examining a PC and finding it unimpressive, Apple confidently purchased a full-page advertisement in The Wall Street Journal with the headline "Welcome, IBM. Seriously".[85][80] The company prioritized the III for three years, spending what Wozniak estimated as $100 million on marketing and R&D while not improving the Apple II to compete with the PC, as doing so could hurt III sales.[77]

Microsoft head Bill Gates was at Apple headquarters the day of IBM's announcement and later said "They didn't seem to care. It took them a full year to realize what had happened".[80] The PC almost completely ended sales of the III, the company's most comparable product. The II still sold well,[81] with Apple being the leading computer manufacturer in the United States where 7 million units were sold between 1978 and 1982.[86] But by 1983, the PC surpassed the Apple II as the best-selling personal computer.[87] IBM recruited the best Apple dealers while avoiding the discount grey market they disliked.[81] The head of a retail chain said "It appears that IBM had a better understanding of why the Apple II was successful than had Apple".[78] Gene Amdahl predicted that Apple would be another of the many "brash young companies" that IBM had defeated.[88]

By 1984 the press called the two companies archrivals,[89] but IBM had $4 billion in annual PC revenue, more than twice that of Apple and as much as the sales of it and the next three companies combined.[90] A Fortune survey found that 56% of American companies with personal computers used IBM PCs, compared to 16% for Apple.[91] Small businesses, schools, and some homes became the II's primary market.[76]

Xerox PARC and the Lisa

Main article: Apple Lisa

Apple Computer's business division was focused on the Apple III, another iteration of the text-based computer. Simultaneously the Lisa group worked on a new machine that would feature a completely different interface and introduce the words mouse, icon, and desktop into the lexicon of the computing public. In return for the right to buy US$1,000,000 of pre-IPO stock, Xerox granted Apple Computer three days access to the PARC facilities. After visiting PARC, they came away with new ideas that would complete the foundation for Apple Computer's first GUI computer, the Apple Lisa.[92][93][94][95]

The first iteration of Apple's WIMP interface was a floppy disk where files could be spatially moved around. After months of usability testing, Apple designed the Lisa interface of windows and icons.

The Lisa was introduced in 1983 at a cost of US$9,995 (equivalent to $27,200 in 2021). Because of the high price, Lisa failed to penetrate the business market.

Macintosh and the "1984" commercial

Main articles: History of the Macintosh and 1984 (advertisement)

By 1984 computer dealers saw Apple as the only clear alternative to IBM's influence;[96] some even promoted its products to reduce dependence on the PC.[81] The company announced the Macintosh 128k to the press in October 1983, followed by an 18-page brochure included with magazines in December.[97] Its debut was announced by a single national broadcast of a US$1.5 million television commercial, "1984" (equivalent to $3,900,000 in 2021). Directed by Ridley Scott and aired during the third quarter of Super Bowl XVIII on January 22, 1984,[98] it is considered a "watershed event"[99] and a "masterpiece."[100] The commercial alludes to George Orwell's novel Nineteen Eighty-Four which describes a dystopian future of enforced conformity. In the commercial a heroine represents the coming of the Macintosh to save humanity,[101] and ends with the words: "On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like 1984.”[102]

On January 24, 1984, the Macintosh went on sale with a retail price of $2,495.[103][104] It came bundled with two applications designed to show off its interface: MacWrite and MacPaint. On the same day, an emotional Jobs introduced the computer to a wildly enthusiastic audience at Apple's annual shareholders meeting held in the Flint Auditorium;[105][106] Macintosh engineer Andy Hertzfeld described the scene as "pandemonium".[107] Jobs had directed the development of the Macintosh since 1981, when he took over the project from early Apple employee Jef Raskin, who conceived the computer,[108][109] and Wozniak, who led the initial design and development with Raskin but was on leave during this time due to an airplane crash earlier that year, making it easier for Jobs to take over the program.[110][111] The Macintosh was based on The Lisa (and Xerox PARC's mouse-driven graphical user interface),[112][113] and it was widely acclaimed by the media with strong initial sales supporting it.[114][115] However, the slow processing speed and limited software led to a rapid sales decline in the second half of 1984.[114][115][116]

The Macintosh was too radical for some, who labeled it a mere "toy". Because the machine was entirely designed around the GUI, existing text-mode and command-driven applications had to be redesigned and the programming code rewritten; this was a challenging undertaking that many software developers shied away from, and resulted in an initial lack of software for the new system. In April 1984 Microsoft's MultiPlan migrated over from MS-DOS, followed by Microsoft Word in January 1985.[117] In 1985, Lotus Software introduced Lotus Jazz after the success of Lotus 1-2-3 for the IBM PC, although it was largely a flop.[118] Apple introduced Macintosh Office the same year with the lemmings ad, infamous for insulting potential customers. It was not successful.[119]

For a special post-election edition of Newsweek in November 1984, Apple spent more than US$2.5 million to buy all 39 of the advertising pages in the issue.[120] Apple also ran a "Test Drive a Macintosh" promotion, in which potential buyers with a credit card could take home a Macintosh for 24 hours and return it to a dealer afterwards. While 200,000 people participated, dealers disliked the promotion, the supply of computers was insufficient for demand, and many were returned in such a bad shape that they could no longer be sold. This marketing campaign caused CEO John Sculley to raise the price from US$1,995 (equivalent to $5,200 in 2021) to US$2,495 (equivalent to $6,500 in 2021).[119] The Macintosh spawned the concept of Mac evangelism, which was pioneered by Apple employee, and later Apple Fellow, Guy Kawasaki.[citation needed]

Jobs and Wozniak leave Apple

By early 1985, the Macintosh's failure to defeat the IBM PC[114][115] triggered a power struggle between Jobs and CEO John Sculley, who had been hired two years earlier by Jobs[121][122] using the famous line, "Do you want to sell sugar water for the rest of your life or come with me and change the world?"[123] Sculley and Jobs' visions for the company greatly differed. The former favored open architecture computers like the Apple II, sold to education, small business, and home markets less vulnerable to IBM. Jobs wanted the company to focus on the closed architecture Macintosh as a business alternative to the IBM PC. President and CEO Sculley had little control over chairman of the Board Jobs' Macintosh division; it and the Apple II division operated like separate companies, duplicating services.[124] Although its products provided 85% of Apple's sales in early 1985, the company's January 1985 annual meeting did not mention the Apple II division or employees. This frustrated Wozniak, who left active employment at Apple early that same year to pursue other ventures, stating that the company had "been going in the wrong direction for the last five years" and sold most of his stock.[125][126][127] Despite these grievances, Wozniak left the company amicably and as of January 2018 continues to represent Apple at events or in interviews,[126] receiving a stipend over the years for this role estimated in 2006 to be $120,000 per year.[128] Wozniak also remained an Apple shareholder after his departure.[129]

In April 1985, Sculley decided to remove Jobs as the general manager of the Macintosh division, and gained unanimous support from the Apple board of directors.[130][121] Rather than submit to Sculley's direction, Jobs attempted to oust him from his leadership role at Apple.[131] Informed by Jean-Louis Gassée, Sculley found out that Jobs had been attempting to organize a coup and called an emergency executive meeting at which Apple's executive staff sided with Sculley and stripped Jobs of all operational duties.[131]

 
Pixar headquarters in Emeryville, California

Jobs, while taking the position of Chairman of the firm, had no influence over Apple's direction and resigned in September 1985, taking a number of Apple employees with him to found NeXT Inc.[132] In a show of defiance at being set aside by Apple Computer, Jobs sold all but one of his 6.5 million shares in the company for $70 million. Jobs then acquired the visual effects house, Pixar for $5M (equivalent to $12,400,000 in 2021). NeXT Inc. built computers with futuristic designs and the UNIX-derived NEXTSTEP operating system. NeXTSTEP eventually developed into Mac OS X. While not a commercial success, due in part to its high price, the NeXT computer introduced important concepts to the history of the personal computer, including serving as the initial platform for Tim Berners-Lee as he was developing the World Wide Web.[133]

Sculley reorganized the company, unifying sales and marketing in one division and product operations and development in another.[134][124] Despite initial marketing difficulties, the Macintosh brand was eventually a success for Apple, due to its introduction of desktop publishing (and later computer animation) through Apple's partnership with Adobe Systems, which introduced the laser printer and Adobe PageMaker. The Macintosh became the default platform for many arts industries including cinema, music, advertising, and publishing.

1985–1997: Sculley, Spindler, Amelio

Corporate performance

See also: List of mergers and acquisitions by Apple

Under leadership of John Sculley, Apple issued its first corporate stock dividend on May 11, 1987. A month later on June 16, Apple stock split for the first time in a 2:1 split. Apple kept a quarterly dividend with about 0.3% yield until November 21, 1995.[citation needed] Between March 1988 and January 1989, Apple undertook five acquisitions, including software companies Network Innovations,[135] Styleware,[136] Nashoba Systems,[137] and Coral Software,[138] as well as satellite communications company Orion Network Systems.[139]

Apple continued to sell both lines of its computers, the Apple II and the Macintosh. A few months after introducing the Mac, Apple released a compact version of the Apple II called the Apple IIc. And in 1986 Apple introduced the Apple IIGS, an Apple II positioned as something of a hybrid product with a mouse-driven, Mac-like operating environment. Even with the release of the first Macintosh, Apple II computers remained the main source of income for Apple for years.[140]

The Mac family

See also: Timeline of Macintosh models

At the same time, the Mac was becoming a product family of its own. The original model evolved into the Mac Plus in 1986 and spawned the Mac SE and the Mac II in 1987 and the Mac Classic and Mac LC in 1990. Meanwhile, Apple attempted its first portable Macs: the failed Macintosh Portable in 1989 and then the more popular PowerBook in 1991, a landmark product that established the modern form and ergonomic layout of the laptop. Popular products and increasing revenues made this a good time for Apple. MacAddict magazine has called 1989 to 1991 the "first golden age" of the Macintosh.

On February 19, 1987, Apple registered the "Apple.com" domain name, making it one of the first hundred companies to register a .com address on the nascent Internet.[141]

Early-mid-1990s

In the late 1980s, Apple's fiercest technological rivals were the Amiga and Atari ST platforms. But computers based on the IBM PC were far more popular than all three, and by the 1990s, they finally had a comparable GUI thanks to Windows 3.0, and were out-competing Apple.

Apple's response to the PC threat was a profusion of new Macintosh lines including Quadra, Centris, and Performa. These new lines were marketed poorly by what was now "arguably one of the worst-managed companies in the industry".[142] There were too many models, differentiated by very minor graduations in technical specifications. The profusion of arbitrary model numbers confused consumers and hurt Apple's reputation for simplicity. Resellers like Sears and CompUSA often failed to sell or even competently display these Macs. Inventory grew as Apple consistently underestimated demand for popular models and overestimated demand for others.[142]

In 1991, Apple partnered with long-time competitor IBM and Motorola to form the AIM alliance, with the ultimate goal to create a revolutionary new computing platform, known as PReP, using IBM and Motorola hardware and Apple software. As the first step, Apple started the Power Macintosh line in 1994, using PowerPC processors from Motorola and IBM. The RISC architecture of these processors differed substantially from the Motorola 680X0 series used by previous Macs. Parts of Apple's operating system were rewritten to allow some older Mac software to run in emulation on the PowerPC series.[citation needed] Apple refused IBM's offer to purchase the company, but later unsuccessfully sought another offer from IBM,[143] and at one point was "hours away" from an acquisition by Sun Microsystems.[142][144]

In 1993, Apple released the Newton, an early personal digital assistant (PDA).

Need for a new OS

In 1994 Apple launched eWorld, an online service providing email, news and a bulletin board system to replace AppleLink. It was shut down in 1996.

In 1995, to achieve deeper market penetration and extra revenue, Apple officially began licensing the Mac OS and Macintosh ROMs to 3rd party manufacturers. The "Clonintoshes" competed with Apple's own Mac's and reduced Apple's sales. Apple had market share of over 10% until Jobs was re-hired in 1997 as interim CEO to replace Gil Amelio, and found a loophole to terminate the Macintosh OS licensing program. Macintosh's market share fell to around 3%.

During the 90's, "project Pink" had Apple and IBM collaborating to develop a new operating system, named Taligent to replace System 7. Infighting resulted in Apple leaving the project and IBM finishing it. Apple started project Copland, but it was affected by Feature creep then Development hell due to software planned for Taligent being reworked for Copland. Ultimately Copland was scrapped.

With the Copland project in disarray, Apple decided it needed to acquire another company's operating system. Candidates considered were Sun's Solaris and Windows NT. Hancock was in favor of Solaris, while Amelio preferred Windows. Amelio called Bill Gates, and Gates promised Microsoft engineers would port QuickDraw to NT.[145]

Acquisition of NeXT

In 1996, the struggling NeXT company beat Be Inc.'s BeOS bid to sell its operating system to Apple. On December 20, 1996, Apple announced it would purchase NeXT, and its NeXTstep operating system, for $429 million and 1.5 million shares of Apple stock. This brought Jobs back to Apple's management for the first time since 1985, and NeXT technology became the foundation of the Mac OS X operating system.

1997–2001: Apple's comeback

Return of Steve Jobs

On July 9, 1997, Gil Amelio was ousted as CEO of Apple by the board of directors. Fred D. Anderson was the head of the directors in short term and obtained short-term working capital from the banks in July 1997.[146][147] In August 1997, Jobs stepped in as the interim CEO to begin a critical restructuring of the company's product line.[5] He eventually became CEO and served in that position from January 2000 to August 2011.[6] On August 24, 2011, Jobs resigned his position as chief executive officer of Apple before his long battle with pancreatic cancer took his life on October 5, 2011.[148]

On November 10, 1997, Apple introduced the Apple Store, an online retail store based upon the WebObjects application server the company had acquired in its purchase of NeXT. The new direct sales outlet was tied to a new build-to-order manufacturing strategy.[149][150]

Microsoft deal

At the 1997 Macworld Expo, Jobs announced that Apple would begin a partnership with Microsoft, with terms including a five-year commitment from Microsoft to release Microsoft Office for Macintosh, and a US$150 million investment in Apple. The long-standing dispute over whether Windows infringed Apple patents was settled,[151] and Internet Explorer would ship as the Macintosh's default browser, with the user able to have a preference. Microsoft chairman Bill Gates appeared on-screen explaining plans for developing Mac software, and expressing excitement to be helping Apple return to success. Jobs addressed the audience:

If we want to move forward and see Apple healthy and prospering again, we have to let go of a few things here. We have to let go of this notion that for Apple to win, Microsoft has to lose. We have to embrace a notion that for Apple to win, Apple has to do a really good job. And if others are going to help us that's great, because we need all the help we can get, and if we screw up and we don't do a good job, it's not somebody else's fault, it's our fault. So I think that is a very important perspective. If we want Microsoft Office on the Mac, we better treat the company that puts it out with a little bit of gratitude; we'd like their software. So, the era of setting this up as a competition between Apple and Microsoft is over as far as I'm concerned. This is about getting Apple healthy, this is about Apple being able to make incredibly great contributions to the industry and to get healthy and prosper again.[152]

The day before the announcement Apple had a market cap of $2.46 billion,[153] and had ended its previous quarter with quarterly revenues of US$1.7 billion and cash reserves of US$1.2 billion,[154] making the US$150 million amount of the investment largely symbolic. Apple CFO Fred Anderson stated that Apple would use the additional funds to invest in its core markets of education and creative content.[151]

iMac, iBook, and Power Mac G4

 
The original iMac (iMac G3)

While discontinuing Apple's licensing of its operating system to third-party computer manufacturers, one of Jobs's first moves as new acting CEO was to develop the iMac, which bought Apple time to restructure. The original iMac integrated a CRT display and CPU into a streamlined, translucent plastic body. The line became a sales smash, moving about one million units each year. It helped re-introduce Apple to the media and public and announced the company's new emphasis on the design and aesthetics of its products.

In 1999, Apple introduced the Power Mac G4, which utilized the Motorola-made PowerPC 7400 containing a 128-bit instruction unit known as AltiVec, its flagship processor line. Apple unveiled the iBook that year, its first consumer-oriented laptop, the first Macintosh to support the use of Wireless LAN via the optional AirPort card. Based on the 802.11b standard, it helped popularize Wireless LAN technology to connect computers to networks.

Mac OS X

Main article: Mac OS X
 
Company headquarters on Infinite Loop in Cupertino, California

In 2001, Apple introduced Mac OS X, an operating system based on NeXT's NeXTSTEP and incorporating parts of the FreeBSD kernel.[155] Aimed at consumers and professionals alike, Mac OS X married the stability, reliability and security of Unix with the ease of a completely overhauled user interface. To help users transition, the new operating system allowed the use of Mac OS 9 applications through the Classic environment. Apple's Carbon API allowed developers to adapt Mac OS 9 software to use Mac OS X's features.

Retail stores

Main article: Apple Store

In May 2001, after much speculation, Apple announced the opening of a line of Apple retail stores, to be located throughout the major U.S. computer buying markets. The stores were designed for two primary purposes: to stem the tide of Apple's declining share of the computer market and to respond to poor marketing of Apple products at third-party retail outlets.

2001–2007: iPods, iTunes Store, Intel transition

iPod

Main article: iPod
 
A 2nd-generation iPod
 
iPod Mini with the UI (user interface) set to German

In October 2001, Apple introduced its first iPod portable digital audio player. Then iPod started as a 5 gigabyte player capable of storing around 1000 songs. Since then it has evolved into an array of products including the Mini (discontinued), the iPod Touch (discontinued), the Shuffle (discontinued), the iPod Classic (discontinued), the Nano (discontinued), the iPhone and the iPad. Since March 2011, the largest storage capacity for an iPod has been 160 gigabytes.[156] Speaking to software developers on June 6, 2005, Jobs said the company's share of the entire portable music device market stood at 76%.[157]

The iPod gave an enormous lift to Apple's financial results.[158] In the quarter ending March 26, 2005, Apple earned US$290 million, or 34¢ a share, on sales of US$3.24 billion. The year before in the same quarter, Apple earned just US$46 million, or 6¢ a share, on revenue of US$1.91 billion.

Moving on from colored plastics and the PowerPC G3

In early 2002, Apple unveiled a completely redesigned iMac, using the G4 processor and LCD display. The new iMac G4 design had a white hemispherical base and a flat panel all-digital display supported by a swiveling chrome neck. After several iterations increasing the processing speed and screen sizes from 15" to 17" to 20" the iMac G4 was discontinued and replaced by the iMac G5 in the summer of 2004.

Later in 2002, Apple released the Xserve 1U rack mounted server. Originally featuring two G4 chips, the Xserve was unusual for Apple in two ways. It represented an earnest effort to enter the enterprise computer market, and it was cheaper than competitors' similar machines. This was largely due to Fast ATA drives as opposed to the SCSI hard drives used in traditional rack-mounted servers. Apple later released the Xserve RAID, a 14 drive RAID that was again cheaper than competing systems.

In mid-2003, Jobs launched the Power Mac G5, based on IBM's G5 processor. Its all-metal anodized aluminum chassis finished Apple's transition away from colored plastics in their computers. Apple claims this was the first 64-bit computer sold to the general public. The Power Mac G5 was used by Virginia Tech to build its prototype System X supercomputing cluster, which at the time was considered the third-fastest supercomputer in the world. It cost only US$5.2 million to build, far less than the previous No. 3 and other ranking supercomputers. Apple's Xserves were updated to use the G5 as well. They replaced the Power Mac G5 machines as the main building block of Virginia Tech's System X, which was ranked in November 2004 as the world's seventh-fastest supercomputer.[159]

A new iMac based on the G5 processor was unveiled August 31, 2004, and was made available in mid-September. This model dispensed with the base altogether, placing the CPU and the rest of the computing hardware behind the flat-panel screen, which is suspended from a streamlined aluminum foot. This new iMac, dubbed the iMac G5, was the "world's thinnest desktop computer",[160] measuring in at around two inches (around 5 centimeters).[161]

2004 was a turning point for Apple. After creating a sizable financial base to work with, the company began experimenting with new parts from new suppliers. Apple could produce new designs quickly, and released the iPod Video, then the iPod Classic, and eventually the iPod touch and iPhone.

On April 29, 2005, Apple released Mac OS X v10.4 "Tiger".

Apple's successful PowerBook and iBook relied on previous generation G4 architecture produced by Freescale Semiconductor, a spin-off from Motorola. IBM engineers had some success in making their PowerPC G5 processor consume less power and run cooler, but not enough to run in iBook or PowerBook formats. In October 2005, Apple released the Power Mac G5 Dual featuring a Dual-Core processor - two cores in one rather than two separate processors. The Power Mac G5 Quad uses two Dual-Core processors. The Power Mac G5 Dual cores run individually at 2.0 GHz or 2.3 GHz. The Power Mac G5 Quad cores run individually at 2.5 GHz, and all variations have a graphics processor with 256-bit memory bandwidth.[162]

Retail store expansion

Initially, Apple Stores were only in the United States, but in late 2003, Apple opened its first Apple Store abroad, in Tokyo's Ginza district. It was followed by a store in Osaka, Japan in August 2004. In 2005, Apple opened stores in Nagoya, the Shibuya district of Tokyo, Fukuoka, and Sendai. A store opened in Sapporo in 2006. Apple's first European store opened in London, on Regent Street, in November 2004. A store in the Bullring shopping centre in Birmingham opened in April 2005, and the Bluewater shopping centre in Dartford, Kent opened in July 2005. Apple opened its first store in Canada in the middle of 2005 at the Yorkdale Shopping Centre in North York, Toronto. Later in 2005 Apple opened the Meadowhall Store in Sheffield and the Trafford Centre Store in Manchester, UK. Later additions in the London area include Brent Cross (January 2006), Westfield in Shepherd's Bush (September 2008), and Covent Garden (August 2010), which at 40,000 square feet (3,700 m2) was, as of 2015, the largest Apple Store in the world.[163]

Apple opened several "mini" stores in October 2004 to capture markets where demand does not necessarily dictate a full-scale store. The first of these stores was opened at Stanford Shopping Center in Palo Alto, California. These stores are only one half the square footage of the smallest normal store.

Apple and "i" Web services

In 2000, Apple introduced iTools, a set of free web-based tools that included an email account, internet greeting cards called iCards, a Web site review service called iReview, and "KidSafe", to prevent children browsing inappropriate websites. The latter two services were canceled because of lack of success. iCards and email were integrated into Apple's .Mac subscription-based service introduced in 2002 and discontinued in mid-2008 to make way for MobileMe, coinciding with the iPhone 3G release. MobileMe, at the same US$99.00 annual subscription as its dotMac predecessor, featured "push" services to instantly and automatically send emails, contacts and calendar updates directly to users' iPhones. Controversy around the release of MobileMe resulted in downtime and a significantly longer release window. Apple extended existing MobileMe subscriptions by 30 days free-of-charge.[164] At the WWDC event in June 2011, Apple announced iCloud, keeping most MobileMe services but dropping iDisk, Gallery, and iWeb. It added Find my Mac, iTunes Match, Photo Stream, Documents & Data Backup, and iCloud backup for iOS devices. The service requires iOS 5 and OS X 10.7 Lion.

iTunes Store

Main article: iTunes Store

The iTunes Music Store was launched in April 2003, with 2 million downloads in the first 16 days. Music was purchased through the iTunes application, which was initially Macintosh-only; in October 2003, support for Windows was added. Initially, the music store was only available in the United States due to licensing restrictions.

In June 2004 Apple opened its iTunes Music Store in the United Kingdom, France, and Germany. A version for the European Union version opened October 2004, but it was not initially available in the Republic of Ireland due to the intransigence of the Irish Recorded Music Association (IRMA) but was opened there a few months later on Thursday, January 6, 2005. A version for Canada opened in December 2004. On May 10, 2005, the iTunes Music Store was expanded to Denmark, Norway, Sweden, and Switzerland.

On December 16, 2004, Apple sold its 200 millionth song on the iTunes Music Store to Ryan Alekman from Belchertown, Massachusetts. The download was The Complete U2, by U2.[165] Just under three months later Apple sold its 300 millionth song on March 2, 2005.[166] On July 17, 2005, the iTunes Music Store sold its 500 millionth song.[167] At that point, songs were selling at an accelerating annualized rate of more than 500 million.

On October 25, 2005, the iTunes Store went live in Australia, with songs selling for A$1.69 each, albums at (generally) A$16.99 and music videos and Pixar short films at A$3.39. Before the loophole was closed, people in New Zealand were briefly able to buy music from the Australian store

On February 23, 2006, the iTunes Music Store sold its 1 billionth song.[168]

The iTunes Music Store changed its name to iTunes Store on September 12, 2006, when it began offering video content (TV shows and movies) for sale. Since iTunes' inception, it has sold over 2 billion songs, 1.2 billion of which were sold in 2006. Since downloadable TV and movie content was added 50 million TV episodes and 1.3 million movies have been downloaded.

In early 2010, Apple celebrated the 10 billionth song downloaded from the iTunes Music Store.[169]

Intel transition

Main article: Mac transition to Intel processors

In a keynote address on June 6, 2005, Jobs announced that Apple would produce Intel-based Macintosh computers beginning in 2006.[170] Jobs confirmed rumors that the company had been secretly producing versions of Mac OS X for both PowerPC and Intel processors over the past 5 years, and that the transition to Intel processor systems would last until the end of 2007. Rumors of cross-platform compatibility had been spurred by the fact that Mac OS X is based on OPENSTEP, an operating system that was available for many platforms. Apple's own Darwin, the open source underpinnings of Mac OS X, was also available for Intel's x86 architecture.[171][172][173]

On January 10, 2006, the Intel-based iMac and MacBook Pro were introduced,[174][175] based on the Intel Core Duo platform. They came alongside news that Apple would complete the transition to Intel processors on all hardware by the end of 2006, a year ahead of the originally quoted schedule.

2007–2011: Apple Inc., iPhone, iOS, iPad

On January 9, 2007, Apple Computer, Inc. shortened its name to simply Apple Inc. In his Macworld Expo keynote address, Jobs explained that with their current product mix consisting of the iPod and Apple TV as well as their Macintosh brand, Apple really wasn't just a computer company anymore. At the same address, Jobs revealed a product that would revolutionize an industry in which Apple had never previously competed: the Apple iPhone. The iPhone combined Apple's first widescreen iPod with the world's first mobile device boasting visual voicemail, and an internet communicator able to run a fully-functional version of Apple's web browser, Safari, on the then-named iPhone OS (later renamed iOS).

iOS evolution: iPhone and iPad

Main articles: iOS, iPhone, and iPad

The first version of the iPhone became publicly available on June 29, 2007, in selected countries/markets. It was another 12 months before the iPhone 3G became available on July 11, 2008. Apple announced the iPhone 3GS on June 8, 2009, along with plans to release it later in June, July, and August, starting with the U.S., Canada, and major European countries on June 19. This 12-month iteration cycle has continued with the iPhone 4 model arriving in similar fashion in 2010, a Verizon model was released in February 2011, and a Sprint model in October 2011, shortly after Jobs' death.

On February 10, 2011, the iPhone 4 was made available on both Verizon Wireless and AT&T. Now two iPod types are multi-touch: the iPod nano and the iPod touch, a big advance in technology. Apple TV currently has a 2nd-generation model, which is 4 times smaller than the original Apple TV. Apple has also gone wireless, selling a wireless trackpad, keyboard, mouse, and external hard drive. Wired accessories are still available.

The Apple iPad was announced on January 27, 2010, with retail availability commencing in April and systematically growing in markets throughout 2010. The iPad fits into Apple's iOS product line, being twice the screen size of an iPhone without the phone abilities. While there were initial fears of product cannibalization the FY2010 financial results released in Jan 2011 included commentary of a reverse 'halo' effect, where iPad sales were leading to increased sales of iMacs and MacBooks.[176]

Resurgence compared to Microsoft

Since 2005, Apple's revenues, profits, and stock price have grown significantly. On May 26, 2010, Apple's stock market value overtook Microsoft's,[177][178][179] and Apple's revenues surpassed those of Microsoft in the third quarter of 2010.[180][181] After giving their results for the first quarter of 2011, Microsoft's net profits of $5.2 billion were lower for the quarter than those of Apple, which earned $6 billion in net profit for the quarter.[182][183] The late April announcement of profits by the companies marked the first time in 20 years that Microsoft's profits had been lower than Apple's,[184] a situation described by Ars Technica as "unimaginable a decade ago".[182]

The Guardian reported that one of the reasons for the change was because PC software, where Microsoft dominates, has become less important compared to the tablet and smartphone markets, where Apple has a strong presence.[184] One reason for this was a surprise drop in PC sales in the quarter.[184] Another issue for Microsoft was that its online search business had lost a lot of money, with a loss of $700 million in the first quarter of 2010.[184]

2011–2020: Restructuring and Apple Watch

On March 2, 2011, Apple unveiled the iPad's second-generation model, the iPad 2. Like the 4th-generation iPod Touch and iPhone, the iPad 2 comes with a front-facing camera as well as a rear-facing camera, along with three new apps that utilize these new features: Camera, FaceTime, and Photo Booth.

On August 24, 2011, Jobs resigned from his position as CEO[185] with Tim Cook taking his place. On October 29, 2012, Apple announced structural changes to increase collaboration between hardware, software, and services.[186] This involved the departure of Scott Forstall, responsible for the launch of iOS (iPhone OS at the time of launch), who was replaced with Craig Federighi as head of iOS and OS X teams. Jony Ive became head of HI (Human Interface), whilst Eddy Cue was announced as head of online services including Siri and Maps. The most notable short term difference of this restructuring was the launch of iOS 7, the first version of the operating system to use a drastically different design to its predecessors, headed by Jony Ive,[187] followed by OS X Yosemite a year later with a similar design.

During this time, Apple released the iPhone 5, the first iPhone to have a screen larger than 3.5",[188] the iPod Touch 5 with a 4" screen, the iPhone 5S with fingerprint scanning technology in the form of Touch ID, and iPhone 6 and iPhone 6 Plus, with screens at 4.7" and 5.5". They released the 3rd-generation iPad with Retina Display, followed by the 4th-generation iPad just half a year later. The iPad Mini was announced alongside the iPad 4th gen, and was the first to feature a smaller screen than 9.7". This was followed by the iPad Mini 2 with Retina Display in 2013, alongside the iPad Air, a continuation of the original 9.7" range of iPads, which was subsequently followed by the iPad Air 2 with Touch ID in 2014. Apple released various major Mac updates, including the MacBook Pro with Retina Display,[189] whilst discontinuing the original MacBook range for a short period, before reintroducing it in 2015 with various new features, a Retina Display and a new design that implemented USB-C, while removing all other ports.[190] The Mac Pro and iMac were updated with more power and a drastically smaller and thinner profile.

On November 25, 2013, Apple acquired a company called PrimeSense.[191] On May 28, 2014, Apple acquired Beats Electronics, producers of the popular Beats by Dre headphone and speaker range, as well as streaming service Beats Music.

On September 9, 2014, Apple announced the Apple Watch, the first new product range since the departure of Jobs.[192] The product cannot function beyond basic features without being within Bluetooth or WiFi range to an iPhone and contains basic applications (many acting as a remote for other devices, such as a music remote, or a control for an Apple TV) and fitness tracking. The Apple Watch received mixed reviews, with critics suggesting that whilst the device showed promise, it lacked a clear purpose, similar to many of the devices already on the market.[193] The Apple Watch was released on April 24, 2015.[194]

On September 9, 2015, Apple announced the iPhone 6S and iPhone 6S Plus with 3D Touch, the iPad Pro, and the fourth-generation Apple TV, along with the fourth-generation iPad Mini. On March 21, 2016, Apple announced the first-generation iPhone SE and the smaller iPad Pro.

On September 7, 2016, Apple announced the iPhone 7 and iPhone 7 Plus with an improved camera and a faster processor than the previous generation. The iPhone 7 and iPhone 7 Plus have high storage options. On October 27, 2016, Apple announced the new 13 and 15 inch MacBook Pro with a retina Touch Bar. On March 21, 2017, Apple announced the iPad (2017). This is the iPad Air 2 successor, equipped with a faster processor, and starts at $329. Apple also announced the (Product)RED iPhone 7 and iPhone 7 Plus.

On June 5, 2017, Apple announced iOS 11 as well as new versions of macOS, watchOS, and tvOS. Updated versions of the iMac, MacBook Pro, and MacBook were released, along with the 10.5 and 12.9 inch iPad Pro, and "HomePod", a Siri speaker similar to the Amazon Echo.

On September 12, 2017, at the Steve Jobs Theater, Apple introduced the iPhone 8 and iPhone 8 Plus with better camera features, more improvements in product design, user experience, performance and more, and announced the iPhone X with facial recognition technology and wireless charging. Apple announced the 4K Apple TV with 4K, HDR and Dolby Vision experience, and the Apple Watch Series 3, supporting a cellular connection, running watchOS 4.

On September 12, 2018, at the Steve Jobs Theater, Apple introduced the iPhone XS, iPhone XS Max, and iPhone XR, running iOS 12, with improved facial recognition and HDR in the display as well as better cameras for all 3 phones. They also announced the Apple Watch Series 4, running watchOS 5, with an all-new design and larger display as well as many more health-related features.

In 2018, Bloomberg News reported that, as early as 2015, a specialized unit of China's People's Liberation Army began inserting chips into Supermicro servers that allowed for backdoor access to them.[195] Approximately 30 companies reportedly had their servers compromised via the chips, including Apple Inc.[195]

On September 20, 2019, the iPhone 11, iPhone 11 Pro, and iPhone 11 Pro Max were introduced. The iPhone 11 Pro was the first iPhone to feature three cameras.

2020–present: 5G and Apple silicon

In June 2020, at the first ever virtual WWDC, CEO Tim Cook announced the transition from Intel processors to Apple silicon in Macs.

In September 2020, the iPhone 12, 12 Pro and 12 Pro Max were introduced, being the first iPhones to support 5G.

In November 2020, the first Mac's with Apple silicon were launched. The Mac mini, MacBook Air and MacBook Pro all featured Apple's M1 chip, itself based on the previous A14 Bionic chip.

In April 2021, the M1-powered iPad was launched, along with a new M1-powered iMac offered in 7 colors, recalling the 1st generation: Tray-loading|iMacs offered in 5 colors announced in 1999. Apple launched an iPhone 12 in purple and a GPS tracking device called AirTag that uses the Apple's Find My device network.

In 2021 and 2022, Apple repeated its pattern of introducing four new iPhones in September, with 2021's iPhone 13 and iPhone 13 Pro lines and 2022's iPhone 14 and iPhone 14 Pro lines, with the iPhone 14 Pro ditching the notch containing the sensors for a "dynamic island" which allows for space between the top edge of the screen and the sensors for Face ID. 2022 saw Apple announce the first Macs with Apple's M2 chip and a new sub-series of Apple Watch with increased performance for outdoor activities named Apple Watch Ultra.

Financial history

As cash reserves increased significantly in 2006, Apple created Braeburn Capital on April 6, 2006, to manage its assets.[196]

Financial period Net sales (million USD) Net profits (million USD) Revenue growth Return on net sales
FY 1977[197] 0.773 n/a --- ---
FY 1978 7.856 0.793 920% 10%
FY 1979 47.867 5.073 508% 11%
FY 1980 117.126 11.698 146% 10%
FY 1981[198] 335 39.420 184% 12%
FY 1982 583 61 74% 10%
FY 1983 983 77 69% 8%
FY 1984 1,516 64 54% 4%
FY 1985 1,918 61 27% 3%
FY 1986 1,902 154 -1% 8%
FY 1987 2,661 218 40% 8%
FY 1988 4,071 400 53% 10%
FY 1989 5,284 454 30% 9%
FY 1990 5,558 475 5% 9%
FY 1991 6,309 310 12% 5%
FY 1992 7,087 530 12% 7%
FY 1993 7,977 87 13% 1%
FY 1994 9,189 310 15% 3%
FY 1995 11,062 424 20% 4%
FY 1996 9,833 -816 -11% -8%
FY 1997 7,081 -1,045 -28% -15%
FY 1998 5,941 309 -16% 5%
FY 1999 6,134 601 3% 10%
FY 2000 7,983 786 30% 10%
FY 2001 5,363 -37 -33% -1%
FY 2002 5,724 65 7% 1%
FY 2003 6,207 57 8% 1%
FY 2004 8,279 266 33% 3%
FY 2005 13,931 1,328 68% 10%
FY 2006 19,315 1,989 39% 10%
FY 2007 24,006 3,496 24% 15%
FY 2008 32,479 4,834 35% 15%
FY 2009[199] 42,905 8,235 32% 19%
FY 2010 65,225 14,013 52% 21%
FY 2011 108,249 25,922 66% 24%
FY 2012 156,508 41,733 45% 27%
FY 2013 170,910 37,037 9% 22%
FY 2014 182,795 39,510 7% 22%
FY 2015 233,715 53,394 28% 23%
FY 2016 215,639 45,687 -8% 21%
FY 2017 229,234
FY 2018 265,595 59,531 15% _

Stock

'AAPL' is the stock symbol under which Apple Inc. trades on the NASDAQ stock market. Apple originally went public on December 12, 1980, with an initial public offering at US$22.00[200] per share. The stock has split 2 for 1 three times on June 15, 1987, June 21, 2000, and February 28, 2005. Apple initially paid dividends from June 15, 1987, to December 15, 1995. On March 19, 2012, Apple announced that it would again start paying a dividend of $2.65 per quarter (beginning in the quarter that starts in July 2012) along a $10 billion share buyback that would commence September 30, 2012, the start of its fiscal 2013 year.

Gene Munster and Michael Olson of Piper Jaffray are the main analysts who track Apple stock. Piper Jaffray estimates future stock and revenue of Apple annually, and have been doing so for several years.[201]

Timeline of Apple Inc. products

Timeline of Apple Inc. products
Windows 11Windows 10Windows 8Windows 7Windows VistaWindows XPDebianNeXTMicrosoft WindowsIBM PCTRS-80Altair 8800iWorkiLifeiTunesFinal CutFileMaker ProClarisWorksAppleShareMacPaintMacWriteAppleWorksAirPort Time CapsuleAirPort#AirPort Extreme (802.11n)iSight CameraAirPortGeoPortApple USB ModemLocalTalkApple USB ModemApple Studio DisplayApple displays#Apple Pro Display XDRApple displays#LCD displaysApple displays#LCD displaysTrinitronApple displaysApple displaysApple displaysMagic Mouse 2Magic MouseApple Mighty MouseApple Wireless MouseApple Mouse#Apple USB Mouse (M4848)Apple Adjustable KeyboardApple ScannerApple Desktop BusApple MouseApple KeyboardColor LaserWriter 12/600 PSStyleWriterLaserWriterTemplate:Apple printersSuperDriveSuperDrive#Floppy disk driveAppleCDHard Disk 20SCMacintosh External Disk DriveApple ProFileDisk IIApple TVApple Bandai PippinApple Interactive Television BoxHomePod MiniHomePodApple WatchPowerCD#AppleDesign Powered SpeakersApple QuickTakeiPod TouchiPodPowerCDiPhoneiPadNewton (platform)Mac M1Mac ProApple's transition to Intel processorsPower Mac G5OS XPower Mac G4iMacPower Macintosh G3Power MacintoshPowerBookMacintosh LCMacintosh SE/30Macintosh IICompact MacintoshMac StudioiMac ProMac MiniXserveiMacApple Network ServerMacintosh XLApple LisaMacBook AirMacBook ProMacBook (2006–2012)iBookiBookApple IIe CardApple IIe#The Platinum IIeApple IIc PlusApple IIGSApple IIcApple IIIApple IIeApple IIIApple II PlusApple IIApple I
See also: Timeline of Apple II family and Timeline of Macintosh models
Products on this timeline indicate introduction dates only and not necessarily discontinued dates, as new products begin on a contiguous product line.

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Further reading

  • Edwards, Jim. These Pictures Of Apple's First Employees Are Absolutely Wonderful - Business Insider, December 26, 2013. Contains vintage photos from the early days of Apple.
  • Apple Inc. | Complete Documentation since 1976. These Pictures Of Apple's First Employees Are Absolutely Wonderful
  • Gruman, Galen; Jim Heid (February 1994). "Macintosh Innovation". MacWorld: 86–98..
Video
  • "Why Apple Lags Behind Samsung And Xiaomi In India". CNBC. January 29, 2019. Archived from the original on December 21, 2021.

External links

 
Wikimedia Commons has media related to Apple Inc..
  • Welcome to Macintosh – 2008 documentary film about Apple history and innovation.
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  • History of Apple, timeline: First quarter of 2019
  • History of Apple, timeline: Second quarter of 2019

March 12, 2023
history, apple, more, general, information, about, company, apple, apple, originally, named, apple, computer, multinational, corporation, that, creates, markets, consumer, electronics, attendant, computer, software, digital, distributor, media, content, apple,. For more general information about the company see Apple Inc Apple Inc originally named Apple Computer Inc is a multinational corporation that creates and markets consumer electronics and attendant computer software and is a digital distributor of media content Apple s core product lines are the iPhone smartphone iPad tablet computer and the Macintosh personal computer The company offers its products online and has a chain of retail stores known as Apple Stores Founders Steve Jobs Steve Wozniak and Ronald Wayne created Apple Computer Co on April 1 1976 to market Wozniak s Apple I desktop computer 2 and Jobs and Wozniak incorporated the company on January 3 1977 3 in Cupertino California Current Apple Inc logo introduced in 1998 discontinued in 2000 and re established in 2014 1 For more than three decades Apple Computer was predominantly a manufacturer of personal computers including the Apple II Macintosh and Power Mac lines but it faced rocky sales and low market share during the 1990s Jobs who had been ousted from the company in 1985 returned to Apple in 1997 after his company NeXT was bought by Apple 4 The following year he became the company s interim CEO 5 which later became permanent 6 Jobs subsequently instilled a new corporate philosophy of recognizable products and simple design starting with the original iMac in 1998 With the introduction of the successful iPod music player in 2001 and iTunes Music Store in 2003 Apple established itself as a leader in the consumer electronics and media sales industries leading it to drop Computer from the company s name in 2007 The company is also known for its iOS range of smart phone media player and tablet computer products that began with the iPhone followed by the iPod Touch and then iPad As of June 30 2015 Apple was the largest publicly traded corporation in the world by market capitalization 7 with an estimated value of US 1 trillion as of August 2 2018 8 Apple s worldwide annual revenue in 2010 totaled US 65 billion growing to US 127 8 billion in 2011 9 and 156 billion in 2012 10 Contents 1 1971 1985 Jobs and Wozniak 1 1 Pre foundation 1 2 Apple I and company formation 1 3 Apple II 1 4 Apple III 1 5 Apple IPO 1 6 Competition from the IBM PC 1 7 Xerox PARC and the Lisa 1 8 Macintosh and the 1984 commercial 1 9 Jobs and Wozniak leave Apple 2 1985 1997 Sculley Spindler Amelio 2 1 Corporate performance 2 2 The Mac family 2 3 Early mid 1990s 2 4 Need for a new OS 2 5 Acquisition of NeXT 3 1997 2001 Apple s comeback 3 1 Return of Steve Jobs 3 2 Microsoft deal 3 3 iMac iBook and Power Mac G4 3 4 Mac OS X 3 5 Retail stores 4 2001 2007 iPods iTunes Store Intel transition 4 1 iPod 4 2 Moving on from colored plastics and the PowerPC G3 4 3 Retail store expansion 4 4 Apple and i Web services 4 5 iTunes Store 4 6 Intel transition 5 2007 2011 Apple Inc iPhone iOS iPad 5 1 iOS evolution iPhone and iPad 5 2 Resurgence compared to Microsoft 6 2011 2020 Restructuring and Apple Watch 7 2020 present 5G and Apple silicon 8 Financial history 8 1 Stock 9 Timeline of Apple Inc products 10 References 11 Further reading 12 External links1971 1985 Jobs and Wozniak EditPre foundation Edit Steve Wozniak s blue box at the Computer History Museum Steve Jobs and Steve Wozniak referred to collectively as the two Steves first met in mid 1971 when their mutual friend Bill Fernandez introduced then 21 year old Wozniak to 16 year old Jobs 11 12 Their first business partnership began in the fall of that year when Wozniak a self educated electronics engineer read an article in Esquire magazine that described a device that could place free long distance phone calls by emitting specific tone chirps Wozniak started to build his original blue boxes which he tested by calling the Vatican City pretending to be Henry Kissinger wanting to speak to the pope 13 Jobs managed to sell some two hundred blue boxes for 150 each and split the profit with Wozniak 11 12 Jobs later told his biographer that if it hadn t been for Wozniak s blue boxes there wouldn t have been an Apple 14 By 1972 the two Steves had both withdrawn from the colleges they were attending Reed College for Jobs and UC Berkeley for Wozniak Wozniak designed a video terminal that he could use to log on to the minicomputers at Call Computer Alex Kamradt commissioned the design and sold a small number of them through his firm Aside from their interest in up to date technology the impetus for the two Steves seems to have had another source In his essay From Satori to Silicon Valley published 1986 cultural historian Theodore Roszak made the point that Apple Computer emerged from within the West Coast counterculture and the need to produce print outs letter labels and databases Roszak offers a bit of background on the development of the two Steves prototype models In 1975 the two Steves started attending meetings of the Homebrew Computer Club 15 New microcomputers such as the Altair 8800 and the IMSAI inspired Wozniak to build a microprocessor into his video terminal and have a complete computer At the time the only microcomputer CPUs generally available were the 179 Intel 8080 equivalent to 901 in 2021 and the 170 Motorola 6800 equivalent to 856 in 2021 Wozniak preferred the 6800 but both were out of his price range So he watched and learned and designed computers on paper waiting for the day he could afford a CPU When MOS Technology released its 20 equivalent to 95 in 2021 6502 chip in 1976 Wozniak wrote a version of BASIC for it then began to design a computer for it to run on The 6502 was designed by the same people who designed the 6800 as many in Silicon Valley left employers to form their own companies Wozniak s earlier 6800 paper computer needed only minor changes to run on the new chip By March 1 1976 Wozniak completed the machine and took it to a Homebrew Computer Club meeting to show it off 16 When Jobs saw Wozniak s computer which later became the Apple I he was immediately interested in its commercial potential 17 Initially Wozniak intended to share schematics of the machine for free but Jobs insisted that they should instead build and sell bare printed circuit boards for the computer 18 Wozniak originally offered the design to Hewlett Packard HP where he worked at the time but was denied by the company on five occasions 19 Jobs eventually convinced Wozniak to go into business together and start a new company of their own 20 In order to raise the money they needed to produce the first batch of printed circuit boards Jobs sold his Volkswagen Type 2 minibus for a few hundred dollars and Wozniak his HP 65 programmable calculator for 500 18 16 21 22 Apple I and company formation Edit Steve Jobs parents home on Crist Drive in Los Altos California where Apple started its operation 23 Initial work took place in his bedroom and later moved to the home s garage 15 Wozniak s Apple I design was sold as an assembled circuit board and lacked basic features such as a keyboard monitor and case The first Apple logo drawn by Ronald Wayne depicts Isaac Newton under an apple tree Created by Rob Janoff in 1977 the Apple logo with the rainbow scheme was used from April of that year 24 until August 26 1999 citation needed On April 1 1976 Apple Computer Company was founded by Steve Jobs Steve Wozniak and Ronald Wayne 25 20 The company was registered as a California business partnership 26 Wayne who worked at Atari as a chief draftsman became a co founder in return for a 10 stake 27 20 2 Wayne was gun shy due to the failure of his own venture four years earlier On April 12 less than two weeks after the company s formation Wayne left Apple selling his 10 share back to the two Steves for 800 28 29 According to Wozniak Jobs proposed the name Apple Computer when he had just come back from Robert Friedland s All One Farm in Oregon 29 Jobs told Walter Isaacson that he was on one of my fruitarian diets when he conceived of the name and thought it sounded fun spirited and not intimidating plus it would get us ahead of Atari in the phone book 30 The two Steves made a last trip to the Homebrew Computer Club and demonstrated the Apple I AKA The Apple Computer 31 Paul Terrell who operated the computer store chain Byte Shop was impressed 27 and gave the two Steves his card asking them to keep in touch 32 The next day Jobs visited Terrell at the Mountain View Byte Shop store and tried to sell him the bare circuit boards for the Apple I 29 Terrell said he was only interested in purchasing the machine fully assembled and that he would order 50 assembled computers and pay US 500 each on delivery equivalent to 2 400 in 2021 33 34 27 Jobs took the purchase order from the Byte Shop to national electronic parts distributor Cramer Electronics and ordered the components needed When asked by the credit manager how he would pay for the parts Jobs replied I have this purchase order from the Byte Shop chain of computer stores for 50 of my computers and the payment terms are COD If you give me the parts on net 30 day terms I can build and deliver the computers in that time frame collect my money from Terrell at the Byte Shop and pay you 35 36 To verify the purchase order the credit manager called Paul Terrell who assured him if the computers showed up Jobs would have more than enough money for the parts order The two Steves and their small crew spent day and night building and testing the computers and delivered to Terrell on time Terrell was surprised to receive a batch of assembled circuit boards as he had expected complete computers with a case monitor and keyboard 37 38 Nonetheless he kept his word and paid the two Steves the money promised 39 37 38 40 The Apple I went on sale in July 1976 as an assembled circuit board with a retail price of 666 66 41 42 43 Wozniak later said he had had no idea about the relation between the number and the mark of the beast and that he came up with the price because he liked repeating digits 39 About 200 units of the Apple I were eventually sold 44 The Apple I computer had some notable features including the use of a TV display whereas many machines had no display at all This was not like the displays of later machines the text was displayed at 60 characters per second still faster than the teleprinters of contemporary machines of that era The machine had bootstrap code on ROM making it easier to start up At the insistence of Paul Terrell Wozniak designed a cassette interface for loading and saving programs at the then rapid pace of 1200 bit s The simple machine was a masterpiece of design using far fewer parts than anything in its class and earned Wozniak his reputation as a designer Jobs looked for investments to expand the business 38 but banks were reluctant to lend him money the idea of a computer for ordinary people seemed absurd at the time In August 1976 Jobs approached his former boss at Atari Nolan Bushnell who recommended that he meet with Don Valentine the founder of Sequoia Capital 38 Valentine was not interested in funding Apple but in turn introduced Jobs to Mike Markkula a millionaire who had worked under him at Fairchild Semiconductor 38 Markkula saw great potential in the two Steves and became an angel investor of their company 45 He invested 92 000 in Apple out of his own property while securing a 250 000 equivalent to 1 190 000 in 2021 line of credit from Bank of America 45 38 In return Markkula received a one third stake in Apple 45 Apple Computer Inc was incorporated on January 3 1977 38 The new corporation bought out the partnership the two Steves had formed nine months earlier 46 In February 1977 Markkula recruited Michael Scott from National Semiconductor to serve as the first president and CEO of Apple Computer as the two Steves were both insufficiently experienced and he was not interested in taking that position himself 47 48 That same month Wozniak resigned from his job at Hewlett Packard to work full time for Apple 46 49 Apple II Edit Main article Apple II series Apple II Plus designed primarily by Wozniak Disk II designed by Wozniak Almost as soon as Apple had started selling its first computers Wozniak moved on from the Apple I and began designing a greatly improved computer the Apple II 45 Wozniak completed a working prototype of the new machine by August 1976 38 50 The two Steves presented the Apple II computer to the public at the first West Coast Computer Faire on April 16 and 17 1977 On the first day of the exhibition Jobs introduced the Apple II to a Japanese chemist named Toshio Mizushima who became the first authorized Apple dealer in Japan In the May 1977 issue of Byte Wozniak said of the Apple II design To me a personal computer should be small reliable convenient to use and inexpensive 51 The Apple II went on sale on June 10 1977 with a retail price of 1 298 52 The computer s main internal difference from its predecessor was a completely redesigned TV interface which held the display in memory Now not only useful for simple text display the Apple II included graphics and eventually color During the development of the Apple II Jobs pressed for a well designed plastic case and built in keyboard with the idea that the machine should be fully packaged and ready to run out of the box 53 This was almost the case for the Apple I computers but one still needed to plug various parts together and type in the code to run BASIC Jobs wanted the Apple II case to be simple and elegant and hired an industrial designer named Jerry Manock to produce such a case design 53 Apple employee 5 Rod Holt developed the switching power supply 54 While early Apple II models use ordinary cassette tapes as storage devices they were superseded in 1978 by the introduction of a 5 1 4 inch floppy disk drive and interface called the Disk II 55 56 The Disk II system was designed by Wozniak and released with a retail price of 495 55 In 1979 the Apple II was chosen to be the desktop platform for the first killer application of the business world VisiCalc a spreadsheet 55 So important that the Apple II became what John Markoff described as a VisiCalc accessory 57 the application created a business market for the computer and gave home users an additional reason to buy it compatibility with the office 55 Before VisiCalc Apple had been a distant third place competitor to Commodore and Tandy 58 59 The Apple II was one of the three 1977 Trinity computers generally credited with creating the home computer market the other two being the Commodore PET and the Tandy Corporation TRS 80 60 A number of different models of the Apple II were built thereafter including the Apple IIe and Apple IIGS 61 which continued in public use for nearly two decades The Apple II series went on to sell about six million units in total before it was discontinued in 1993 62 63 Apple III Edit Main article Apple III Apple III with Apple Monitor III While the Apple II was already established as a successful business ready platform because of VisiCalc Apple management was not content The Apple III was designed to take on the business environment in an attempt to compete with IBM in the business and corporate computing market 64 The development of the Apple III started in late 1978 under the guidance of Wendell Sander 65 and was subsequently developed by a committee headed by Jobs 66 The Apple III was first announced on May 19 1980 with a retail price ranging from 4 340 to 7 800 and released in November 1980 66 The Apple III was a conservative design for the era however Jobs wanted the heat generated by the electronics to be dissipated through the chassis of the machine rather than by the more usual cooling fan The case was not sufficient to cool the components and the Apple III was prone to overheating causing the integrated circuit chips to disconnect from the motherboard Customers who contacted Apple customer service were told to raise the computers six inches in the air and then let go which would cause the integrated circuits to fall back into place Thousands of Apple III computers were recalled A new model was introduced in 1983 to try to rectify the problems but the damage was already done Apple IPO Edit In the July 1980 issue of Kilobaud Microcomputing publisher Wayne Green stated that the best consumer ads I ve seen have been those by Apple They are attention getting and they must be prompting sale 67 In August the Financial Times reported that Apple Computer the fast growing Californian manufacturer of small computers for the consumer business and educational markets is planning to go public later this year It is the largest private manufacturer in the U S of small computers Founded about five years ago as a small workshop business it has become the second largest manufacturer of small computers after the Radio Shack division of the Tandy company 68 On December 12 1980 Apple ticker symbol AAPL went public selling 4 6 million shares at 22 per share 10 per share when adjusting for stock splits as of November 30 2020 update 69 generating over 100 million which was more capital than any IPO since Ford Motor Company in 1956 70 Several venture capitalists cashed out reaping billions in long term capital gains By the end of the day the stock rose to 29 per share and 300 millionaires were created including the two Steves 71 72 Around this time Wozniak offered 10 million of his own stock to early Apple employees something Jobs refused to do 71 Apple s market cap was 1 778 billion at the end of its first day of trading 70 72 In January 1981 Apple held its first shareholders meeting as a public company in the Flint Center a large auditorium at nearby De Anza College which is often used for symphony concerts to handle the larger numbers of shareholders post IPO The business of the meeting had been planned so that the voting could be staged in 15 minutes or less In most cases voting proxies are collected by mail and counted days or months before a meeting In this case after the IPO many shares were in new hands Jobs started his prepared speech but after being interrupted by voting several times he dropped his prepared speech and delivered a long emotionally charged talk about betrayal lack of respect and related topics 73 Competition from the IBM PC Edit By August 1981 Apple was among the three largest microcomputer companies perhaps having replaced Radio Shack as the leader 74 revenue in the first half of the year had already exceeded 1980 s 118 million and InfoWorld reported that lack of production capacity was constraining growth 75 Because of VisiCalc businesses purchased 90 of Apple IIs 76 77 large customers especially preferred Apple 78 IBM entered the personal computer market that month with the IBM PC 79 80 in part because it did not want products without IBM logos on customers desks 81 but Apple had many advantages While IBM began with one microcomputer little available hardware or software and a couple of hundred dealers Apple had five times as many dealers in the US and an established international distribution network The Apple II had an installed base of more than 250 000 customers and hundreds of independent developers offered software and peripherals at least ten databases and ten word processors were available while the PC had no databases and one word processor 82 The company s customers gained a reputation for devotion and loyalty BYTE in 1984 stated that 83 There are two kinds of people in the world people who say Apple isn t just a company it s a cause and people who say Apple isn t a cause it s just a company Both groups are right Nature has suspended the principle of noncontradiction where Apple is concerned Apple is more than just a company because its founding has some of the qualities of myth Apple is two guys in a garage undertaking the mission of bringing computing power once reserved for big corporations to ordinary individuals with ordinary budgets The company s growth from two guys to a billion dollar corporation exemplifies the American Dream Even as a large corporation Apple plays David to IBM s Goliath and thus has the sympathetic role in that myth The magazine noted that the loyalty was not entirely positive for Apple customers were willing to overlook real flaws in its products even while holding the company to a higher standard than for competitors 83 The Apple III was an example of its autocratic reputation among dealers 78 that one described as Apple arrogance 84 After examining a PC and finding it unimpressive Apple confidently purchased a full page advertisement in The Wall Street Journal with the headline Welcome IBM Seriously 85 80 The company prioritized the III for three years spending what Wozniak estimated as 100 million on marketing and R amp D while not improving the Apple II to compete with the PC as doing so could hurt III sales 77 Microsoft head Bill Gates was at Apple headquarters the day of IBM s announcement and later said They didn t seem to care It took them a full year to realize what had happened 80 The PC almost completely ended sales of the III the company s most comparable product The II still sold well 81 with Apple being the leading computer manufacturer in the United States where 7 million units were sold between 1978 and 1982 86 But by 1983 the PC surpassed the Apple II as the best selling personal computer 87 IBM recruited the best Apple dealers while avoiding the discount grey market they disliked 81 The head of a retail chain said It appears that IBM had a better understanding of why the Apple II was successful than had Apple 78 Gene Amdahl predicted that Apple would be another of the many brash young companies that IBM had defeated 88 By 1984 the press called the two companies archrivals 89 but IBM had 4 billion in annual PC revenue more than twice that of Apple and as much as the sales of it and the next three companies combined 90 A Fortune survey found that 56 of American companies with personal computers used IBM PCs compared to 16 for Apple 91 Small businesses schools and some homes became the II s primary market 76 Xerox PARC and the Lisa Edit Main article Apple Lisa Apple Lisa Apple Computer s business division was focused on the Apple III another iteration of the text based computer Simultaneously the Lisa group worked on a new machine that would feature a completely different interface and introduce the words mouse icon and desktop into the lexicon of the computing public In return for the right to buy US 1 000 000 of pre IPO stock Xerox granted Apple Computer three days access to the PARC facilities After visiting PARC they came away with new ideas that would complete the foundation for Apple Computer s first GUI computer the Apple Lisa 92 93 94 95 The first iteration of Apple s WIMP interface was a floppy disk where files could be spatially moved around After months of usability testing Apple designed the Lisa interface of windows and icons The Lisa was introduced in 1983 at a cost of US 9 995 equivalent to 27 200 in 2021 Because of the high price Lisa failed to penetrate the business market Macintosh and the 1984 commercial Edit Main articles History of the Macintosh and 1984 advertisement Macintosh 128K By 1984 computer dealers saw Apple as the only clear alternative to IBM s influence 96 some even promoted its products to reduce dependence on the PC 81 The company announced the Macintosh 128k to the press in October 1983 followed by an 18 page brochure included with magazines in December 97 Its debut was announced by a single national broadcast of a US 1 5 million television commercial 1984 equivalent to 3 900 000 in 2021 Directed by Ridley Scott and aired during the third quarter of Super Bowl XVIII on January 22 1984 98 it is considered a watershed event 99 and a masterpiece 100 The commercial alludes to George Orwell s novel Nineteen Eighty Four which describes a dystopian future of enforced conformity In the commercial a heroine represents the coming of the Macintosh to save humanity 101 and ends with the words On January 24th Apple Computer will introduce Macintosh And you ll see why 1984 won t be like 1984 102 On January 24 1984 the Macintosh went on sale with a retail price of 2 495 103 104 It came bundled with two applications designed to show off its interface MacWrite and MacPaint On the same day an emotional Jobs introduced the computer to a wildly enthusiastic audience at Apple s annual shareholders meeting held in the Flint Auditorium 105 106 Macintosh engineer Andy Hertzfeld described the scene as pandemonium 107 Jobs had directed the development of the Macintosh since 1981 when he took over the project from early Apple employee Jef Raskin who conceived the computer 108 109 and Wozniak who led the initial design and development with Raskin but was on leave during this time due to an airplane crash earlier that year making it easier for Jobs to take over the program 110 111 The Macintosh was based on The Lisa and Xerox PARC s mouse driven graphical user interface 112 113 and it was widely acclaimed by the media with strong initial sales supporting it 114 115 However the slow processing speed and limited software led to a rapid sales decline in the second half of 1984 114 115 116 The Macintosh was too radical for some who labeled it a mere toy Because the machine was entirely designed around the GUI existing text mode and command driven applications had to be redesigned and the programming code rewritten this was a challenging undertaking that many software developers shied away from and resulted in an initial lack of software for the new system In April 1984 Microsoft s MultiPlan migrated over from MS DOS followed by Microsoft Word in January 1985 117 In 1985 Lotus Software introduced Lotus Jazz after the success of Lotus 1 2 3 for the IBM PC although it was largely a flop 118 Apple introduced Macintosh Office the same year with the lemmings ad infamous for insulting potential customers It was not successful 119 For a special post election edition of Newsweek in November 1984 Apple spent more than US 2 5 million to buy all 39 of the advertising pages in the issue 120 Apple also ran a Test Drive a Macintosh promotion in which potential buyers with a credit card could take home a Macintosh for 24 hours and return it to a dealer afterwards While 200 000 people participated dealers disliked the promotion the supply of computers was insufficient for demand and many were returned in such a bad shape that they could no longer be sold This marketing campaign caused CEO John Sculley to raise the price from US 1 995 equivalent to 5 200 in 2021 to US 2 495 equivalent to 6 500 in 2021 119 The Macintosh spawned the concept of Mac evangelism which was pioneered by Apple employee and later Apple Fellow Guy Kawasaki citation needed Jobs and Wozniak leave Apple Edit By early 1985 the Macintosh s failure to defeat the IBM PC 114 115 triggered a power struggle between Jobs and CEO John Sculley who had been hired two years earlier by Jobs 121 122 using the famous line Do you want to sell sugar water for the rest of your life or come with me and change the world 123 Sculley and Jobs visions for the company greatly differed The former favored open architecture computers like the Apple II sold to education small business and home markets less vulnerable to IBM Jobs wanted the company to focus on the closed architecture Macintosh as a business alternative to the IBM PC President and CEO Sculley had little control over chairman of the Board Jobs Macintosh division it and the Apple II division operated like separate companies duplicating services 124 Although its products provided 85 of Apple s sales in early 1985 the company s January 1985 annual meeting did not mention the Apple II division or employees This frustrated Wozniak who left active employment at Apple early that same year to pursue other ventures stating that the company had been going in the wrong direction for the last five years and sold most of his stock 125 126 127 Despite these grievances Wozniak left the company amicably and as of January 2018 continues to represent Apple at events or in interviews 126 receiving a stipend over the years for this role estimated in 2006 to be 120 000 per year 128 Wozniak also remained an Apple shareholder after his departure 129 In April 1985 Sculley decided to remove Jobs as the general manager of the Macintosh division and gained unanimous support from the Apple board of directors 130 121 Rather than submit to Sculley s direction Jobs attempted to oust him from his leadership role at Apple 131 Informed by Jean Louis Gassee Sculley found out that Jobs had been attempting to organize a coup and called an emergency executive meeting at which Apple s executive staff sided with Sculley and stripped Jobs of all operational duties 131 Pixar headquarters in Emeryville California Jobs while taking the position of Chairman of the firm had no influence over Apple s direction and resigned in September 1985 taking a number of Apple employees with him to found NeXT Inc 132 In a show of defiance at being set aside by Apple Computer Jobs sold all but one of his 6 5 million shares in the company for 70 million Jobs then acquired the visual effects house Pixar for 5M equivalent to 12 400 000 in 2021 NeXT Inc built computers with futuristic designs and the UNIX derived NEXTSTEP operating system NeXTSTEP eventually developed into Mac OS X While not a commercial success due in part to its high price the NeXT computer introduced important concepts to the history of the personal computer including serving as the initial platform for Tim Berners Lee as he was developing the World Wide Web 133 Sculley reorganized the company unifying sales and marketing in one division and product operations and development in another 134 124 Despite initial marketing difficulties the Macintosh brand was eventually a success for Apple due to its introduction of desktop publishing and later computer animation through Apple s partnership with Adobe Systems which introduced the laser printer and Adobe PageMaker The Macintosh became the default platform for many arts industries including cinema music advertising and publishing 1985 1997 Sculley Spindler Amelio Edit Macintosh SE Corporate performance Edit See also List of mergers and acquisitions by Apple Under leadership of John Sculley Apple issued its first corporate stock dividend on May 11 1987 A month later on June 16 Apple stock split for the first time in a 2 1 split Apple kept a quarterly dividend with about 0 3 yield until November 21 1995 citation needed Between March 1988 and January 1989 Apple undertook five acquisitions including software companies Network Innovations 135 Styleware 136 Nashoba Systems 137 and Coral Software 138 as well as satellite communications company Orion Network Systems 139 Apple continued to sell both lines of its computers the Apple II and the Macintosh A few months after introducing the Mac Apple released a compact version of the Apple II called the Apple IIc And in 1986 Apple introduced the Apple IIGS an Apple II positioned as something of a hybrid product with a mouse driven Mac like operating environment Even with the release of the first Macintosh Apple II computers remained the main source of income for Apple for years 140 The Mac family Edit See also Timeline of Macintosh models At the same time the Mac was becoming a product family of its own The original model evolved into the Mac Plus in 1986 and spawned the Mac SE and the Mac II in 1987 and the Mac Classic and Mac LC in 1990 Meanwhile Apple attempted its first portable Macs the failed Macintosh Portable in 1989 and then the more popular PowerBook in 1991 a landmark product that established the modern form and ergonomic layout of the laptop Popular products and increasing revenues made this a good time for Apple MacAddict magazine has called 1989 to 1991 the first golden age of the Macintosh On February 19 1987 Apple registered the Apple com domain name making it one of the first hundred companies to register a com address on the nascent Internet 141 Early mid 1990s Edit In the late 1980s Apple s fiercest technological rivals were the Amiga and Atari ST platforms But computers based on the IBM PC were far more popular than all three and by the 1990s they finally had a comparable GUI thanks to Windows 3 0 and were out competing Apple Apple s response to the PC threat was a profusion of new Macintosh lines including Quadra Centris and Performa These new lines were marketed poorly by what was now arguably one of the worst managed companies in the industry 142 There were too many models differentiated by very minor graduations in technical specifications The profusion of arbitrary model numbers confused consumers and hurt Apple s reputation for simplicity Resellers like Sears and CompUSA often failed to sell or even competently display these Macs Inventory grew as Apple consistently underestimated demand for popular models and overestimated demand for others 142 In 1991 Apple partnered with long time competitor IBM and Motorola to form the AIM alliance with the ultimate goal to create a revolutionary new computing platform known as PReP using IBM and Motorola hardware and Apple software As the first step Apple started the Power Macintosh line in 1994 using PowerPC processors from Motorola and IBM The RISC architecture of these processors differed substantially from the Motorola 680X0 series used by previous Macs Parts of Apple s operating system were rewritten to allow some older Mac software to run in emulation on the PowerPC series citation needed Apple refused IBM s offer to purchase the company but later unsuccessfully sought another offer from IBM 143 and at one point was hours away from an acquisition by Sun Microsystems 142 144 In 1993 Apple released the Newton an early personal digital assistant PDA Need for a new OS Edit This section needs additional citations for verification Please help improve this article by adding citations to reliable sources Unsourced material may be challenged and removed October 2021 Learn how and when to remove this template message In 1994 Apple launched eWorld an online service providing email news and a bulletin board system to replace AppleLink It was shut down in 1996 In 1995 to achieve deeper market penetration and extra revenue Apple officially began licensing the Mac OS and Macintosh ROMs to 3rd party manufacturers The Clonintoshes competed with Apple s own Mac s and reduced Apple s sales Apple had market share of over 10 until Jobs was re hired in 1997 as interim CEO to replace Gil Amelio and found a loophole to terminate the Macintosh OS licensing program Macintosh s market share fell to around 3 During the 90 s project Pink had Apple and IBM collaborating to develop a new operating system named Taligent to replace System 7 Infighting resulted in Apple leaving the project and IBM finishing it Apple started project Copland but it was affected by Feature creep then Development hell due to software planned for Taligent being reworked for Copland Ultimately Copland was scrapped With the Copland project in disarray Apple decided it needed to acquire another company s operating system Candidates considered were Sun s Solaris and Windows NT Hancock was in favor of Solaris while Amelio preferred Windows Amelio called Bill Gates and Gates promised Microsoft engineers would port QuickDraw to NT 145 Acquisition of NeXT Edit This section needs additional citations for verification Please help improve this article by adding citations to reliable sources Unsourced material may be challenged and removed October 2021 Learn how and when to remove this template message In 1996 the struggling NeXT company beat Be Inc s BeOS bid to sell its operating system to Apple On December 20 1996 Apple announced it would purchase NeXT and its NeXTstep operating system for 429 million and 1 5 million shares of Apple stock This brought Jobs back to Apple s management for the first time since 1985 and NeXT technology became the foundation of the Mac OS X operating system 1997 2001 Apple s comeback EditReturn of Steve Jobs Edit On July 9 1997 Gil Amelio was ousted as CEO of Apple by the board of directors Fred D Anderson was the head of the directors in short term and obtained short term working capital from the banks in July 1997 146 147 In August 1997 Jobs stepped in as the interim CEO to begin a critical restructuring of the company s product line 5 He eventually became CEO and served in that position from January 2000 to August 2011 6 On August 24 2011 Jobs resigned his position as chief executive officer of Apple before his long battle with pancreatic cancer took his life on October 5 2011 148 On November 10 1997 Apple introduced the Apple Store an online retail store based upon the WebObjects application server the company had acquired in its purchase of NeXT The new direct sales outlet was tied to a new build to order manufacturing strategy 149 150 Microsoft deal Edit At the 1997 Macworld Expo Jobs announced that Apple would begin a partnership with Microsoft with terms including a five year commitment from Microsoft to release Microsoft Office for Macintosh and a US 150 million investment in Apple The long standing dispute over whether Windows infringed Apple patents was settled 151 and Internet Explorer would ship as the Macintosh s default browser with the user able to have a preference Microsoft chairman Bill Gates appeared on screen explaining plans for developing Mac software and expressing excitement to be helping Apple return to success Jobs addressed the audience If we want to move forward and see Apple healthy and prospering again we have to let go of a few things here We have to let go of this notion that for Apple to win Microsoft has to lose We have to embrace a notion that for Apple to win Apple has to do a really good job And if others are going to help us that s great because we need all the help we can get and if we screw up and we don t do a good job it s not somebody else s fault it s our fault So I think that is a very important perspective If we want Microsoft Office on the Mac we better treat the company that puts it out with a little bit of gratitude we d like their software So the era of setting this up as a competition between Apple and Microsoft is over as far as I m concerned This is about getting Apple healthy this is about Apple being able to make incredibly great contributions to the industry and to get healthy and prosper again 152 The day before the announcement Apple had a market cap of 2 46 billion 153 and had ended its previous quarter with quarterly revenues of US 1 7 billion and cash reserves of US 1 2 billion 154 making the US 150 million amount of the investment largely symbolic Apple CFO Fred Anderson stated that Apple would use the additional funds to invest in its core markets of education and creative content 151 iMac iBook and Power Mac G4 Edit The original iMac iMac G3 While discontinuing Apple s licensing of its operating system to third party computer manufacturers one of Jobs s first moves as new acting CEO was to develop the iMac which bought Apple time to restructure The original iMac integrated a CRT display and CPU into a streamlined translucent plastic body The line became a sales smash moving about one million units each year It helped re introduce Apple to the media and public and announced the company s new emphasis on the design and aesthetics of its products In 1999 Apple introduced the Power Mac G4 which utilized the Motorola made PowerPC 7400 containing a 128 bit instruction unit known as AltiVec its flagship processor line Apple unveiled the iBook that year its first consumer oriented laptop the first Macintosh to support the use of Wireless LAN via the optional AirPort card Based on the 802 11b standard it helped popularize Wireless LAN technology to connect computers to networks Mac OS X Edit Main article Mac OS X Company headquarters on Infinite Loop in Cupertino California In 2001 Apple introduced Mac OS X an operating system based on NeXT s NeXTSTEP and incorporating parts of the FreeBSD kernel 155 Aimed at consumers and professionals alike Mac OS X married the stability reliability and security of Unix with the ease of a completely overhauled user interface To help users transition the new operating system allowed the use of Mac OS 9 applications through the Classic environment Apple s Carbon API allowed developers to adapt Mac OS 9 software to use Mac OS X s features Retail stores Edit Main article Apple Store In May 2001 after much speculation Apple announced the opening of a line of Apple retail stores to be located throughout the major U S computer buying markets The stores were designed for two primary purposes to stem the tide of Apple s declining share of the computer market and to respond to poor marketing of Apple products at third party retail outlets 2001 2007 iPods iTunes Store Intel transition EditiPod Edit Main article iPod A 2nd generation iPod iPod Mini with the UI user interface set to German In October 2001 Apple introduced its first iPod portable digital audio player Then iPod started as a 5 gigabyte player capable of storing around 1000 songs Since then it has evolved into an array of products including the Mini discontinued the iPod Touch discontinued the Shuffle discontinued the iPod Classic discontinued the Nano discontinued the iPhone and the iPad Since March 2011 the largest storage capacity for an iPod has been 160 gigabytes 156 Speaking to software developers on June 6 2005 Jobs said the company s share of the entire portable music device market stood at 76 157 The iPod gave an enormous lift to Apple s financial results 158 In the quarter ending March 26 2005 Apple earned US 290 million or 34 a share on sales of US 3 24 billion The year before in the same quarter Apple earned just US 46 million or 6 a share on revenue of US 1 91 billion Moving on from colored plastics and the PowerPC G3 Edit In early 2002 Apple unveiled a completely redesigned iMac using the G4 processor and LCD display The new iMac G4 design had a white hemispherical base and a flat panel all digital display supported by a swiveling chrome neck After several iterations increasing the processing speed and screen sizes from 15 to 17 to 20 the iMac G4 was discontinued and replaced by the iMac G5 in the summer of 2004 Later in 2002 Apple released the Xserve 1U rack mounted server Originally featuring two G4 chips the Xserve was unusual for Apple in two ways It represented an earnest effort to enter the enterprise computer market and it was cheaper than competitors similar machines This was largely due to Fast ATA drives as opposed to the SCSI hard drives used in traditional rack mounted servers Apple later released the Xserve RAID a 14 drive RAID that was again cheaper than competing systems In mid 2003 Jobs launched the Power Mac G5 based on IBM s G5 processor Its all metal anodized aluminum chassis finished Apple s transition away from colored plastics in their computers Apple claims this was the first 64 bit computer sold to the general public The Power Mac G5 was used by Virginia Tech to build its prototype System X supercomputing cluster which at the time was considered the third fastest supercomputer in the world It cost only US 5 2 million to build far less than the previous No 3 and other ranking supercomputers Apple s Xserves were updated to use the G5 as well They replaced the Power Mac G5 machines as the main building block of Virginia Tech s System X which was ranked in November 2004 as the world s seventh fastest supercomputer 159 A new iMac based on the G5 processor was unveiled August 31 2004 and was made available in mid September This model dispensed with the base altogether placing the CPU and the rest of the computing hardware behind the flat panel screen which is suspended from a streamlined aluminum foot This new iMac dubbed the iMac G5 was the world s thinnest desktop computer 160 measuring in at around two inches around 5 centimeters 161 2004 was a turning point for Apple After creating a sizable financial base to work with the company began experimenting with new parts from new suppliers Apple could produce new designs quickly and released the iPod Video then the iPod Classic and eventually the iPod touch and iPhone On April 29 2005 Apple released Mac OS X v10 4 Tiger Apple s successful PowerBook and iBook relied on previous generation G4 architecture produced by Freescale Semiconductor a spin off from Motorola IBM engineers had some success in making their PowerPC G5 processor consume less power and run cooler but not enough to run in iBook or PowerBook formats In October 2005 Apple released the Power Mac G5 Dual featuring a Dual Core processor two cores in one rather than two separate processors The Power Mac G5 Quad uses two Dual Core processors The Power Mac G5 Dual cores run individually at 2 0 GHz or 2 3 GHz The Power Mac G5 Quad cores run individually at 2 5 GHz and all variations have a graphics processor with 256 bit memory bandwidth 162 Retail store expansion Edit Initially Apple Stores were only in the United States but in late 2003 Apple opened its first Apple Store abroad in Tokyo s Ginza district It was followed by a store in Osaka Japan in August 2004 In 2005 Apple opened stores in Nagoya the Shibuya district of Tokyo Fukuoka and Sendai A store opened in Sapporo in 2006 Apple s first European store opened in London on Regent Street in November 2004 A store in the Bullring shopping centre in Birmingham opened in April 2005 and the Bluewater shopping centre in Dartford Kent opened in July 2005 Apple opened its first store in Canada in the middle of 2005 at the Yorkdale Shopping Centre in North York Toronto Later in 2005 Apple opened the Meadowhall Store in Sheffield and the Trafford Centre Store in Manchester UK Later additions in the London area include Brent Cross January 2006 Westfield in Shepherd s Bush September 2008 and Covent Garden August 2010 which at 40 000 square feet 3 700 m2 was as of 2015 the largest Apple Store in the world 163 Apple opened several mini stores in October 2004 to capture markets where demand does not necessarily dictate a full scale store The first of these stores was opened at Stanford Shopping Center in Palo Alto California These stores are only one half the square footage of the smallest normal store Apple and i Web services Edit In 2000 Apple introduced iTools a set of free web based tools that included an email account internet greeting cards called iCards a Web site review service called iReview and KidSafe to prevent children browsing inappropriate websites The latter two services were canceled because of lack of success iCards and email were integrated into Apple s Mac subscription based service introduced in 2002 and discontinued in mid 2008 to make way for MobileMe coinciding with the iPhone 3G release MobileMe at the same US 99 00 annual subscription as its dotMac predecessor featured push services to instantly and automatically send emails contacts and calendar updates directly to users iPhones Controversy around the release of MobileMe resulted in downtime and a significantly longer release window Apple extended existing MobileMe subscriptions by 30 days free of charge 164 At the WWDC event in June 2011 Apple announced iCloud keeping most MobileMe services but dropping iDisk Gallery and iWeb It added Find my Mac iTunes Match Photo Stream Documents amp Data Backup and iCloud backup for iOS devices The service requires iOS 5 and OS X 10 7 Lion iTunes Store Edit Main article iTunes Store The iTunes Music Store was launched in April 2003 with 2 million downloads in the first 16 days Music was purchased through the iTunes application which was initially Macintosh only in October 2003 support for Windows was added Initially the music store was only available in the United States due to licensing restrictions In June 2004 Apple opened its iTunes Music Store in the United Kingdom France and Germany A version for the European Union version opened October 2004 but it was not initially available in the Republic of Ireland due to the intransigence of the Irish Recorded Music Association IRMA but was opened there a few months later on Thursday January 6 2005 A version for Canada opened in December 2004 On May 10 2005 the iTunes Music Store was expanded to Denmark Norway Sweden and Switzerland On December 16 2004 Apple sold its 200 millionth song on the iTunes Music Store to Ryan Alekman from Belchertown Massachusetts The download was The Complete U2 by U2 165 Just under three months later Apple sold its 300 millionth song on March 2 2005 166 On July 17 2005 the iTunes Music Store sold its 500 millionth song 167 At that point songs were selling at an accelerating annualized rate of more than 500 million On October 25 2005 the iTunes Store went live in Australia with songs selling for A 1 69 each albums at generally A 16 99 and music videos and Pixar short films at A 3 39 Before the loophole was closed people in New Zealand were briefly able to buy music from the Australian storeOn February 23 2006 the iTunes Music Store sold its 1 billionth song 168 The iTunes Music Store changed its name to iTunes Store on September 12 2006 when it began offering video content TV shows and movies for sale Since iTunes inception it has sold over 2 billion songs 1 2 billion of which were sold in 2006 Since downloadable TV and movie content was added 50 million TV episodes and 1 3 million movies have been downloaded In early 2010 Apple celebrated the 10 billionth song downloaded from the iTunes Music Store 169 Intel transition Edit Main article Mac transition to Intel processors In a keynote address on June 6 2005 Jobs announced that Apple would produce Intel based Macintosh computers beginning in 2006 170 Jobs confirmed rumors that the company had been secretly producing versions of Mac OS X for both PowerPC and Intel processors over the past 5 years and that the transition to Intel processor systems would last until the end of 2007 Rumors of cross platform compatibility had been spurred by the fact that Mac OS X is based on OPENSTEP an operating system that was available for many platforms Apple s own Darwin the open source underpinnings of Mac OS X was also available for Intel s x86 architecture 171 172 173 On January 10 2006 the Intel based iMac and MacBook Pro were introduced 174 175 based on the Intel Core Duo platform They came alongside news that Apple would complete the transition to Intel processors on all hardware by the end of 2006 a year ahead of the originally quoted schedule 2007 2011 Apple Inc iPhone iOS iPad EditOn January 9 2007 Apple Computer Inc shortened its name to simply Apple Inc In his Macworld Expo keynote address Jobs explained that with their current product mix consisting of the iPod and Apple TV as well as their Macintosh brand Apple really wasn t just a computer company anymore At the same address Jobs revealed a product that would revolutionize an industry in which Apple had never previously competed the Apple iPhone The iPhone combined Apple s first widescreen iPod with the world s first mobile device boasting visual voicemail and an internet communicator able to run a fully functional version of Apple s web browser Safari on the then named iPhone OS later renamed iOS iOS evolution iPhone and iPad Edit Main articles iOS iPhone and iPad The first version of the iPhone became publicly available on June 29 2007 in selected countries markets It was another 12 months before the iPhone 3G became available on July 11 2008 Apple announced the iPhone 3GS on June 8 2009 along with plans to release it later in June July and August starting with the U S Canada and major European countries on June 19 This 12 month iteration cycle has continued with the iPhone 4 model arriving in similar fashion in 2010 a Verizon model was released in February 2011 and a Sprint model in October 2011 shortly after Jobs death On February 10 2011 the iPhone 4 was made available on both Verizon Wireless and AT amp T Now two iPod types are multi touch the iPod nano and the iPod touch a big advance in technology Apple TV currently has a 2nd generation model which is 4 times smaller than the original Apple TV Apple has also gone wireless selling a wireless trackpad keyboard mouse and external hard drive Wired accessories are still available The Apple iPad was announced on January 27 2010 with retail availability commencing in April and systematically growing in markets throughout 2010 The iPad fits into Apple s iOS product line being twice the screen size of an iPhone without the phone abilities While there were initial fears of product cannibalization the FY2010 financial results released in Jan 2011 included commentary of a reverse halo effect where iPad sales were leading to increased sales of iMacs and MacBooks 176 Resurgence compared to Microsoft Edit Since 2005 Apple s revenues profits and stock price have grown significantly On May 26 2010 Apple s stock market value overtook Microsoft s 177 178 179 and Apple s revenues surpassed those of Microsoft in the third quarter of 2010 180 181 After giving their results for the first quarter of 2011 Microsoft s net profits of 5 2 billion were lower for the quarter than those of Apple which earned 6 billion in net profit for the quarter 182 183 The late April announcement of profits by the companies marked the first time in 20 years that Microsoft s profits had been lower than Apple s 184 a situation described by Ars Technica as unimaginable a decade ago 182 The Guardian reported that one of the reasons for the change was because PC software where Microsoft dominates has become less important compared to the tablet and smartphone markets where Apple has a strong presence 184 One reason for this was a surprise drop in PC sales in the quarter 184 Another issue for Microsoft was that its online search business had lost a lot of money with a loss of 700 million in the first quarter of 2010 184 2011 2020 Restructuring and Apple Watch EditOn March 2 2011 Apple unveiled the iPad s second generation model the iPad 2 Like the 4th generation iPod Touch and iPhone the iPad 2 comes with a front facing camera as well as a rear facing camera along with three new apps that utilize these new features Camera FaceTime and Photo Booth On August 24 2011 Jobs resigned from his position as CEO 185 with Tim Cook taking his place On October 29 2012 Apple announced structural changes to increase collaboration between hardware software and services 186 This involved the departure of Scott Forstall responsible for the launch of iOS iPhone OS at the time of launch who was replaced with Craig Federighi as head of iOS and OS X teams Jony Ive became head of HI Human Interface whilst Eddy Cue was announced as head of online services including Siri and Maps The most notable short term difference of this restructuring was the launch of iOS 7 the first version of the operating system to use a drastically different design to its predecessors headed by Jony Ive 187 followed by OS X Yosemite a year later with a similar design During this time Apple released the iPhone 5 the first iPhone to have a screen larger than 3 5 188 the iPod Touch 5 with a 4 screen the iPhone 5S with fingerprint scanning technology in the form of Touch ID and iPhone 6 and iPhone 6 Plus with screens at 4 7 and 5 5 They released the 3rd generation iPad with Retina Display followed by the 4th generation iPad just half a year later The iPad Mini was announced alongside the iPad 4th gen and was the first to feature a smaller screen than 9 7 This was followed by the iPad Mini 2 with Retina Display in 2013 alongside the iPad Air a continuation of the original 9 7 range of iPads which was subsequently followed by the iPad Air 2 with Touch ID in 2014 Apple released various major Mac updates including the MacBook Pro with Retina Display 189 whilst discontinuing the original MacBook range for a short period before reintroducing it in 2015 with various new features a Retina Display and a new design that implemented USB C while removing all other ports 190 The Mac Pro and iMac were updated with more power and a drastically smaller and thinner profile On November 25 2013 Apple acquired a company called PrimeSense 191 On May 28 2014 Apple acquired Beats Electronics producers of the popular Beats by Dre headphone and speaker range as well as streaming service Beats Music On September 9 2014 Apple announced the Apple Watch the first new product range since the departure of Jobs 192 The product cannot function beyond basic features without being within Bluetooth or WiFi range to an iPhone and contains basic applications many acting as a remote for other devices such as a music remote or a control for an Apple TV and fitness tracking The Apple Watch received mixed reviews with critics suggesting that whilst the device showed promise it lacked a clear purpose similar to many of the devices already on the market 193 The Apple Watch was released on April 24 2015 194 On September 9 2015 Apple announced the iPhone 6S and iPhone 6S Plus with 3D Touch the iPad Pro and the fourth generation Apple TV along with the fourth generation iPad Mini On March 21 2016 Apple announced the first generation iPhone SE and the smaller iPad Pro On September 7 2016 Apple announced the iPhone 7 and iPhone 7 Plus with an improved camera and a faster processor than the previous generation The iPhone 7 and iPhone 7 Plus have high storage options On October 27 2016 Apple announced the new 13 and 15 inch MacBook Pro with a retina Touch Bar On March 21 2017 Apple announced the iPad 2017 This is the iPad Air 2 successor equipped with a faster processor and starts at 329 Apple also announced the Product RED iPhone 7 and iPhone 7 Plus On June 5 2017 Apple announced iOS 11 as well as new versions of macOS watchOS and tvOS Updated versions of the iMac MacBook Pro and MacBook were released along with the 10 5 and 12 9 inch iPad Pro and HomePod a Siri speaker similar to the Amazon Echo On September 12 2017 at the Steve Jobs Theater Apple introduced the iPhone 8 and iPhone 8 Plus with better camera features more improvements in product design user experience performance and more and announced the iPhone X with facial recognition technology and wireless charging Apple announced the 4K Apple TV with 4K HDR and Dolby Vision experience and the Apple Watch Series 3 supporting a cellular connection running watchOS 4 On September 12 2018 at the Steve Jobs Theater Apple introduced the iPhone XS iPhone XS Max and iPhone XR running iOS 12 with improved facial recognition and HDR in the display as well as better cameras for all 3 phones They also announced the Apple Watch Series 4 running watchOS 5 with an all new design and larger display as well as many more health related features In 2018 Bloomberg News reported that as early as 2015 a specialized unit of China s People s Liberation Army began inserting chips into Supermicro servers that allowed for backdoor access to them 195 Approximately 30 companies reportedly had their servers compromised via the chips including Apple Inc 195 On September 20 2019 the iPhone 11 iPhone 11 Pro and iPhone 11 Pro Max were introduced The iPhone 11 Pro was the first iPhone to feature three cameras 2020 present 5G and Apple silicon EditIn June 2020 at the first ever virtual WWDC CEO Tim Cook announced the transition from Intel processors to Apple silicon in Macs In September 2020 the iPhone 12 12 Pro and 12 Pro Max were introduced being the first iPhones to support 5G In November 2020 the first Mac s with Apple silicon were launched The Mac mini MacBook Air and MacBook Pro all featured Apple s M1 chip itself based on the previous A14 Bionic chip In April 2021 the M1 powered iPad was launched along with a new M1 powered iMac offered in 7 colors recalling the 1st generation Tray loading iMacs offered in 5 colors announced in 1999 Apple launched an iPhone 12 in purple and a GPS tracking device called AirTag that uses the Apple s Find My device network In 2021 and 2022 Apple repeated its pattern of introducing four new iPhones in September with 2021 s iPhone 13 and iPhone 13 Pro lines and 2022 s iPhone 14 and iPhone 14 Pro lines with the iPhone 14 Pro ditching the notch containing the sensors for a dynamic island which allows for space between the top edge of the screen and the sensors for Face ID 2022 saw Apple announce the first Macs with Apple s M2 chip and a new sub series of Apple Watch with increased performance for outdoor activities named Apple Watch Ultra Financial history EditAs cash reserves increased significantly in 2006 Apple created Braeburn Capital on April 6 2006 to manage its assets 196 Financial period Net sales million USD Net profits million USD Revenue growth Return on net salesFY 1977 197 0 773 n a FY 1978 7 856 0 793 920 10 FY 1979 47 867 5 073 508 11 FY 1980 117 126 11 698 146 10 FY 1981 198 335 39 420 184 12 FY 1982 583 61 74 10 FY 1983 983 77 69 8 FY 1984 1 516 64 54 4 FY 1985 1 918 61 27 3 FY 1986 1 902 154 1 8 FY 1987 2 661 218 40 8 FY 1988 4 071 400 53 10 FY 1989 5 284 454 30 9 FY 1990 5 558 475 5 9 FY 1991 6 309 310 12 5 FY 1992 7 087 530 12 7 FY 1993 7 977 87 13 1 FY 1994 9 189 310 15 3 FY 1995 11 062 424 20 4 FY 1996 9 833 816 11 8 FY 1997 7 081 1 045 28 15 FY 1998 5 941 309 16 5 FY 1999 6 134 601 3 10 FY 2000 7 983 786 30 10 FY 2001 5 363 37 33 1 FY 2002 5 724 65 7 1 FY 2003 6 207 57 8 1 FY 2004 8 279 266 33 3 FY 2005 13 931 1 328 68 10 FY 2006 19 315 1 989 39 10 FY 2007 24 006 3 496 24 15 FY 2008 32 479 4 834 35 15 FY 2009 199 42 905 8 235 32 19 FY 2010 65 225 14 013 52 21 FY 2011 108 249 25 922 66 24 FY 2012 156 508 41 733 45 27 FY 2013 170 910 37 037 9 22 FY 2014 182 795 39 510 7 22 FY 2015 233 715 53 394 28 23 FY 2016 215 639 45 687 8 21 FY 2017 229 234FY 2018 265 595 59 531 15 Stock Edit AAPL is the stock symbol under which Apple Inc trades on the NASDAQ stock market Apple originally went public on December 12 1980 with an initial public offering at US 22 00 200 per share The stock has split 2 for 1 three times on June 15 1987 June 21 2000 and February 28 2005 Apple initially paid dividends from June 15 1987 to December 15 1995 On March 19 2012 Apple announced that it would again start paying a dividend of 2 65 per quarter beginning in the quarter that starts in July 2012 along a 10 billion share buyback that would commence September 30 2012 the start of its fiscal 2013 year Gene Munster and Michael Olson of Piper Jaffray are the main analysts who track Apple stock Piper Jaffray estimates future stock and revenue of Apple annually and have been doing so for several years 201 Timeline of Apple Inc products EditTimeline of 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MacWorld 86 98 Video Why Apple Lags Behind Samsung And Xiaomi In India CNBC January 29 2019 Archived from the original on December 21 2021 External links Edit Wikimedia Commons has media related to Apple Inc Welcome to Macintosh 2008 documentary film about Apple history and innovation 25 Years of Mac From Boxy Beige to Silver Sleek 2008 Wired on the 25th anniversary of the Macintosh The Apple Products That Totally Failed In The Market History of Apple timeline First quarter of 2019 History of Apple timeline Second quarter of 2019 Retrieved from https en wikipedia org w index php title History of Apple Inc amp oldid 1144220218, wikipedia, wiki, book, books, library,

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