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logo introduced in 1998, was taken down in 2000 and was re-established in 2014.
, formerly Apple Computer, Inc., is a
that creates , , , and computer software, and is a
of media content. The company also has a chain of retail stores known as . Apple's core product lines are the
computer line. Founders
created Apple Computer on April 1, 1976, and incorporated the company on January 3, 1977, in .
For more than three decades, Apple Computer was predominantly a manufacturer of personal computers, including the , , and
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 1996 after his company
was bought by Apple. The following year he became the company's interim CEO, which later became permanent. Jobs subsequently instilled a new corporate philosophy of recognizable products and simple design, starting with the
With the introduction of the successful
music player in 2001 and
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 now also known for its
range of smart phone, media player, and tablet computer products that began with the , followed by the
and then . As of 30 June 2015, Apple was , with an estimated value of US$695 billion as of February 9, 2017. Apple's worldwide annual revenue in 2010 totaled US$65 billion, growing to US$127.8 billion in 2011 and $156 billion in 2012.
Garage of ' parents' home in
had withdrawn from
respectively by 1975. 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 Jobs and Wozniak, also referred to collectively as "the two Steves", seems to have had another source. In his essay From Satori to Silicon Valley (published 1986), cultural historian
made the point that the Apple Computer emerged from within the West Coast
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, Wozniak started attending meetings of the . New microcomputers such as the
inspired him to build a microprocessor into his video terminal and have a complete computer.
At the time the only
generally available were the $179
(equivalent to $814 in 2017), and the $170
(equivalent to $773 in 2017). 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.
released its $20 (equivalent to $86 in 2017)
chip in 1976, Wozniak wrote a version of
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.
Wozniak completed the machine and took it to Homebrew Computer Club meetings to show it off. At the meeting, Wozniak met his old friend Jobs, who was interested in the commercial potential of the small hobby machines.
's Apple I design was sold as an assembled circuit board and lacked basic features such as a keyboard, monitor, and case. The owner of this unit added a keyboard and a wooden case.
The very first Apple Computer logo, drawn by , depicts
under an apple tree.
Created by
in 1977, the Apple logo with the rainbow scheme was used from April of that year until August 26, 1999. Steve Jobs has asserted the apple logo was inspired by the story of his childhood.
The two Steves had been friends for some time, having met in 1971, when their mutual friend, , introduced then 21-year-old Wozniak to 16-year-old Jobs. They began their partnership when Wozniak, a talented, self-educated electronics engineer, began constructing
which enabled one to make long-distance , and sold several hundred models. Later, Jobs managed to interest Wozniak in assembling a computer machine and selling it.
Jobs approached a local computer store, The Byte Shop, who said they would be interested in the machine, but only if it came fully assembled. The owner, , went further, saying he would order 50 of the machines and pay US $500 each on delivery (equivalent to $2,200 in 2017). Jobs then took the purchase order that he had been given from the Byte Shop to Cramer Electronics, a national electronic parts distributor, and ordered the components he needed to assemble the . The local credit manager asked Jobs how he was going to pay for the parts and he replied, "I have this purchase order from the Byte Shop chain of computer stores for 50 of my computers and the payment terms are . If you give me the parts on a 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."
The credit manager called Paul Terrell, who was attending an IEEE computer conference at Asilomar in Pacific Grove, and verified the validity of the purchase order. Amazed at the tenacity of Jobs, Terrell assured the credit manager if the computers showed up in his stores, Jobs would be paid and would have more than enough money to pay 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 to pay his suppliers and have a tidy profit left over for their celebration and next order. Steve Jobs had found a way to finance his soon-to-be multimillion-dollar company without giving away one share of stock or ownership.
The machine had only a few notable features. One was the use of a
as the display system, whereas many machines had no display at all. This was not like the displays of later machines, text was displayed at 60 characters per second. However, this was still faster than the teleprinters used on contemporary machines of that era. The Apple I also included
code on , which made it easier to start up. Finally, at the insistence of Paul Terrell, Wozniak also designed a cassette interface for loading and saving programs, at the then-rapid pace of ;bit/s. Although the machine was fairly simple, it was nevertheless a masterpiece of design, using far fewer parts than anything in its class, and quickly earning Wozniak a reputation as a master designer.
Joined by another friend, , the two Steves started building the machines. Using a variety of methods, including borrowing space from friends and family, selling various prized items (like Wozniak's
) and scrounging, Jobs managed to secure the parts needed while Wozniak and Wayne assembled them. Building such a machine was going to be financially burdensome, and the owner of the Byte Shop was expecting complete computers, not just printed circuit boards. The boards being a product for the customers, Terrell still paid them. Jobs started looking for cash, but banks were relucta the idea of a computer for ordinary people seemed absurd at the time. Jobs eventually met
who co-signed a bank loan for $250,000 (equivalent to $1,080,000 in 2017), and Jobs, Wozniak and Wayne formed Apple Computer on April 1, 1976. Wayne was somewhat gun-shy due to a failed venture four years earlier and soon dropped out of the company, leaving the two Steves as the active primary co-founders. The name Apple was chosen because the company to beat in the technology industry at the time was , and Apple Computer came before Atari alphabetically and thus also in the phone book. Another reason was that Jobs had happy memories of working on an Oregon apple farm one summer. Eventually, 200 of the Apple I's were built.
Wozniak had soon moved on from the Apple I. Many of the design features of the I were due to the limited amount of money they had to construct the prototype, but with the income from the sales Wozniak was able to start construction of a greatly improved machine, the two Steves presented it to the public at the first
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.
The main difference internally 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. Jobs meanwhile pressed for a much improved case and keyboard, with the idea that the machine should be complete and ready to run out of the box. This was almost the case for the Apple I machines sold to The Byte Shop, but one still needed to plug various parts together and type in the code to run BASIC.
With both cash and a new case design in hand thanks to designer , the Apple II was released in 1977 and was one of the three "" computers generally credited with creating the
market (the other two being the
and the Tandy Corporation ). Millions were sold well into the 1980s. A number of different models of the
were built, including the
and , which continued in public use for nearly two decades thereafter.
While the Apple II was already established as a successful business-ready platform because of Visicalc, Apple was not content. The Apple III was designed to take on the business environment. The Apple III was released on May 19, 1980.
The Apple III was a relatively conservative design for computers of the era. However, Steve Jobs did not want the co rather, he wanted the heat generated by the electronics to be dissipated through the
of the machine, forgoing the cooling fan.
However, the physical design of the case was not sufficient to cool the components inside it. By removing the fan from the design, the Apple III was prone to overheating. This caused the
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 ICs to fall back into place.
Thousands of Apple III computers were recalled. A new model was introduced in 1983 to try and rectify the problems, but the damage was already done.
In the July 1980 issue of , publisher
stated that "the best consumer ads I've seen have been those by Apple. They are attention-getting, and they must be prompting sale." In August, the
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
division of the
On December 12, 1980, Apple launched the
of its stock to the investing public. When Apple went public, it generated more capital than any IPO since
in 1956 and instantly created more millionaires (about 300) than any company in history. Several venture capitalists cashed out, reaping billions in long-term capital gains.
In January 1981, Apple held its first shareholders meeting as a public company in the , a large auditorium at nearby
(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.
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.[]
By August 1981 Apple was among the three largest microcomputer companies, perhaps having replaced Radio Shack as the leader.
entered the personal computer market that month with the , 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
of more than 250,000 customers, and hundreds of independent developers offered soft at least ten databases and ten word processors were available, while the PC had no databases and one word processor. The company's customers gained a reputation for devotion and loyalty.
in 1984 stated that
There are two kinds of people in the world: people who say Apple isn't just a company, it' 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 . Even as a large corporation, Apple plays David to IBM's Goliath, and thus has the sympathetic role in that myth.
The magazine noted, however, that the loyalty was not entirely positive for A customers were willing to overlook real flaws in its products, even while comparing the company to a higher standard than for competitors. The Apple III was an example of the company's reputation among dealers that one described as "Apple arrogance". 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". 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". By 1983 the PC surpassed the Apple II as the best-selling personal computer. By 1984 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. Most Apple II sales had been to companies, but a
survey found that 56% of American companies with personal computers used IBM PCs, compared to 16% for Apple. Small businesses, schools, and some homes became the II's primary market.
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 , , and
of the computing public. In return for the right to buy US$1,000,000 of pre- 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
computer, the .
The first iteration of Apple's
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 $24,600 in 2017). Because of the high price, Lisa failed to penetrate the business market.
was announced to the press in October 1983, followed by an 18-page brochure included with various magazines in December. Its debut, however, was announced by a single national broadcast of the now famous US$1.5 million television commercial, "" (equivalent to $3,500,000 in 2017). It was directed by , aired during the third quarter of
on January 22, 1984, and is now considered a "watershed event" and a "masterpiece." 1984 used an unnamed heroine to represent the coming of the Macintosh (indicated by her white
with a -style picture of ’s
computer on it) as a means of saving humanity from "conformity" (). These images were an
to 's noted novel, , which described a
ruled by a televised "."
For a special post-election edition of
in November 1984, Apple spent more than US$2.5 million to buy all 39 of the advertising pages in the issue. 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
to raise the price from US$1,995 (equivalent to $4,700 in 2017) to US$2,495 (equivalent to $5,900 in 2017).
Two days after the 1984 ad aired, the Macintosh went on sale. It came bundled with two applications designed to show off its interface:
and . Although the Mac garnered an immediate, enthusiastic following, it was too radical for some, who labeled it a mere "toy". Because the machine was entirely designed around the GUI, existing text-mode and
had to be redesigned and the progra this was a challenging undertaking that many
shied away from, and resulted in an initial lack of software for the new system. In April 1984 's
migrated over from , followed by
in January 1985. In 1985,
introduced
after the success of
for the , although it was largely a flop. Apple introduced
the same year with the , infamous for insulting potential customers. It was not successful.
Macintosh also spawned the concept of
which was pioneered by Apple employee, and later , .[]
Despite initial marketing difficulties, the Macintosh brand was eventually a success for Apple. This was due to its introduction of
(and later ) through Apple's partnership with
which introduced the
and . Indeed, the Macintosh would become known as the de facto platform for many industries including cinema, music, advertising, publishing and the arts.
Sculley and Jobs' visions for the company greatly differed. The former favored
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
Macintosh as a business alternative to the IBM PC. President and CEO Sculley had little control over Chairman of the Board Jobs' M it and the Apple II division operated like separate companies, duplicating services. Although its products provided 85% of Apple's sales in early 1985, the company's January 1985
did not mention the Apple II division or employees. Many left, including Wozniak, who stated that the company had "been going in the wrong direction for the last five years" and sold most of his stock.
The Macintosh's failure to defeat the PC strengthened Sculley's position in the company. In June 1985, the board of directors sided with Sculley and Jobs was stripped of all duties. Jobs, while taking the position of Chairman of the firm, had no influence over Apple's direction and subsequently resigned. Sculley reorganized the company, unifying sales and marketing in one division and product operations and development in another. 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
for $5M (equivalent to $11,200,000 in 2017). He also went on to found
Inc., a computer company that built machines with futuristic designs and ran the UNIX-derived
operating system. NeXTSTEP would eventually be developed into Mac OS X. While not a commercial success, due in part to its high price, the NeXT computer would introduce important concepts to the history of the personal computer (including serving as the initial platform for
as he was developing the ).
Under leadership of , 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.[] Between March 1988 and January 1989, Apple undertook five acquisitions, including software companies Network Innovations, Styleware, Nashoba Systems, and Coral Software, as well as satellite communications company Orion Network Systems.
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 . And in 1986 Apple introduced the , 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.
At the same time, the Mac was becoming a product family of its own. The original model evolved into the
in 1986 and spawned the
in 1987 and the
in 1990. Meanwhile, Apple attempted its first portable Macs: the failed
in 1989 and then the more popular
in 1991, a landmark product that established the modern form and
layout of the laptop. Popular products and increasing revenues made this a good time for Apple.
magazine has called 1989 to 1991 the "first golden age" of the Macintosh.
On February 19, 1987, Apple registered the "" domain name, making it one of the first hundred companies to register a
address on the nascent Internet.
In the late 1980s, Apple's fiercest technological rivals were the
platforms. But computers based on the
were far more popular than all three, and by the 1990s, they finally had a comparable
thanks to , and were out-competing Apple.
Apple's response to the PC threat was a profusion of new Macintosh lines such as , , and . However, these new lines were marketed poorly by what was now "arguably one of the worst-managed companies in the industry". For one, there were too many models, differentiated by very minor graduations in their . The excess of arbitrary model numbers confused many consumers and hurt Apple's reputation for simplicity. Apple's retail resellers like
often failed to sell or even competently display these Macs. Compounding matters was the fact that, although the machines were cheaper than a comparable PC (when taken into account all the components built-in which had to be added to the 'bare bones PC'), the poor marketing gave the impression that the machines were more expensive.[] Inventory grew as Apple consistently underestimated demand for popular models and overestimated demand for others.
In 1991, Apple partnered with long-time competitor
to form the . The ultimate goal was to create a revolutionary new computing platform, known as , which would use IBM and Motorola hardware and Apple software. As the first step toward the PReP platform, Apple started the
line in 1994, using
processors from Motorola and IBM. These processors used a
architecture, which differed substantially from the Motorola
series that were used by all previous Macs. Parts of Apple's operating system software were rewritten so that most software written for older Macs could run in
on the PowerPC series.[] Apple also refused IBM's offer to purchase the company, but later unsuccessfully sought another offer from IBM, and at one point was "hours away" from an acquisition by .
In addition to computers, Apple has also produced consumer devices. In 1993, Apple released the , an early
(PDA). It defined and launched the PDA category and was a forerunner and inspiration of devices such as
In 1994 Apple launched , an online service providing email, news and a bulletin board system to replace . It was shut down in 1996.
During 1995, a decision was made to (officially) start licensing the Mac OS and Macintosh ROMs to 3rd party manufacturers who started producing Macintosh “clones”. This was done in order to achieve deeper market penetration and extra revenue for the company. This decision lead to Apple having over a 10% market share until 1997 when Steve Jobs was re-hired as interim CEO to replace Gil Amelio. Jobs promptly found a loophole in the licensing contracts Apple had with the clone manufacturers and terminated the Macintosh OS licensing program, ending the Macintosh clone era. The result of this action was that Macintosh computer market share quickly fell from 10% to around 3%.
In 1996, the struggling
company beat out Be Inc.'s
in its bid to sell its operating system to Apple. Apple purchased ' company, NeXT on December 10, 1996, and its NeXTstep operating system. This would not only bring Steve Jobs back to Apple's management, but NeXT technology would become the foundation of the
operating system.
On July 9, 1997,
was ousted as CEO of Apple by the board of directors. Jobs stepped in as the interim CEO to begin a critical restructuring of the company's product line. He would eventually become CEO and served in that position until August 2011. On August 24, 2011 Steve Jobs resigned his position as chief executive officer of Apple before his long battle with pancreatic cancer took his life on October 5, 2011.
On November 10, 1997, Apple introduced the , an online retail store based upon the
application server the company had acquired in its purchase of . The new direct sales outlet was also tied to a new build-to-order manufacturing strategy.
At the 1997 , Steve Jobs announced that Apple would be entering into a partnership with . Included in this was a five-year commitment from Microsoft to release
for Macintosh as well as a US$150 million investment in Apple. As part of the deal Apple and Microsoft agreed to settle a long-standing dispute over whether Microsoft's Windows operating system infringed on any of Apple's patents. It was also announced that
would be shipped as the default browser on the Macintosh, with the user being able to have a preference. Microsoft chairman
appeared at the expo on-screen, further explaining Microsoft's plans for the software they were developing for Mac, and stating that he was very excited to be helping Apple return to success. After this, Steve Jobs said this to the audience at the expo:
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 lit 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.
The day before the announcement Apple had a market cap of $2.46 billion, and had ended its previous quarter with quarterly revenues of US$1.7 billion and cash reserves of US$1.2 billion, 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.
The original
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 , 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 also 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 , which utilized the Motorola-made PowerPC 7400 containing a 128-bit instruction unit known as , its flagship processor line. Also that year, Apple unveiled the , its first consumer-oriented laptop that was also the first Macintosh to support the use of
via the optional AirPort card that was based on the 802.11 it helped popularize the use of Wireless LAN technology to connect computers to networks.
Company headquarters on Infinite Loop in
In 2001, Apple introduced , an operating system based on 's
and incorporating parts of the
kernel. Aimed at consumers and professionals alike, Mac OS X married the stability, reliability and security of
with the ease of a completely overhauled user interface. To aid users in transitioning their applications from , the new operating system allowed the use of Mac OS 9 applications through the
environment. Apple's
API also allowed developers to adapt their Mac OS 9 software to use Mac OS X's features.
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.
A 2nd generation
with the user interface set to German
In October 2001, Apple introduced its first
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
(now discontinued), the , the
(now discontinued), the
(also discontinued), the
(now discontinued), the
and the . Since March 2011, the largest storage capacity for an iPod has been 160 gigabytes. Speaking to software developers on June 6, 2005, Steve Jobs said the company's share of the entire portable music device market stood at 76%.[]
The iPod gave an enormous lift to Apple's financial results. 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.
In early 2002, Apple unveiled a completely redesigned iMac, using the G4 processor and LCD display. The new
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
in the summer of 2004.
In 2002, Apple also released the
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 also relatively cheaper than similar machines released by its competitors. This was due, in no small part, to Apple's use of Fast ATA drives as opposed to the SCSI hard drives used in traditional rack-mounted servers. Apple later released the , a 14 drive
which was, again, cheaper than competing systems.
In mid-2003, Steve Jobs launched the , based on 's . Its all-metal
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 also used by Virginia Tech to build its prototype
supercomputing cluster, which at the time garnered the prestigious recognition of 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 soon updated to use the G5 as well. They replaced the Power Mac G5 machines as the main building block of 's , which was ranked in November 2004 as the world's seventh fastest .
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 , was the "world's thinnest desktop computer", measuring in at around two inches (around 5 centimeters).
2004, however, 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. As a result, Apple was able to produce new designs quickly over a short amount of time, with the release of the iPod Video, then the iPod Classic, and eventually the iPod touch and iPhone.
On April 29, 2005, Apple released
"Tiger" to the general public.
Apple's wildly successful
products relied on Apple's previous generation G4 architecture which were produced by , a spin-off from Motorola. Engineers at IBM had minimal success in making their PowerPC G5 processor consume less power and run cooler but not enough to run in iBook or PowerBook formats. As of the week of October 24, 2005 Apple released the Power Mac G5 Dual that features a Dual-Core processor. This processor contains two cores in one rather than have two separate processors. Apple has also developed the Power Mac G5 Quad that uses two of the Dual-Core processors for enhanced workstation power and performance. The new 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 that has 256-bit memory bandwidth.
Initially, the
were only opened in the United States, but in late 2003, Apple opened its first Apple Store abroad, in Tokyo's
district. Ginza was followed by a store in , Japan in August 2004. In 2005, Apple opened stores in , the
district of Tokyo, , and . Another store was opened in
in 2006. Apple's first European store opened in London, on , in November 2004. A store in the
shopping centre in
opened in April 2005, and the
shopping centre in , Kent opened in July 2005. Apple opened its first store in Canada in the middle of 2005 at the
in , . Later on in 2005 Apple opened the
(UK). Recent additions in the London area include the
Apple Store (January 2006), the Apple Store in
in Shepherd's Bush (September 2008) and the Apple Store in
(August 2010), which is currently the largest store in the world.
Also, in an effort to court a broader market, Apple opened several "mini" stores in October 2004 in an attempt 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 . These stores follow in the footsteps of the successful Apple products: iPod mini and Mac mini. These stores are only one half the square footage of the smallest "normal" store and thus can be placed in several smaller markets.
In 2000, Apple introduced its iTools service, a set of free web-based tools that included an email account, internet greeting cards called iCards, a service called
that gave internet users a place to read and write reviews of Web sites, and a tool called KidSafe which promised to prevent children from browsing inappropriate portions of the . The latter two services were eventually canceled because of lack of success, while iCards and email became integrated into Apple's
subscription based service introduced in 2002 and discontinued in mid-2008 to make way for the release of the new MobileMe service, coinciding with the iPhone 3G release. MobileMe, which carried the same US$99.00 annual subscription price as its .Mac predecessor, featured the addition of "push" services to instantly and automatically send emails, contacts and calendar updates directly to users' iPhone devices. Some controversy surrounded the release of MobileMe services to users resulting in expected downtime and a significantly longer release window. As a result of this, Apple extended the subscriptions of existing MobileMe subscribers by an additional 30 days free-of-charge. At the WWDC event in June 2011, Apple announced its most up to date cloud service, , replacing MobileMe. This service kept most of the core services that MobileMe offered, however dropping iDisk, Gallery, and iWeb. Additionally, it added a number of other features to the group, including Find my Mac, iTunes Match, Photo Stream, Documents & Data Backup, and iCloud backup for iOS devices. The service requires users to be running iOS 5 and OS X 10.7 Lion.
was launched in April 2003, with 2 million downloads in the first 16 days. Music was purchased through the
application, which was initially Macintosh- in October 2003, support for
was added. Initially, the music store was only available in the United States due to licensing restrictions.
In June 2004 Apple opened their iTunes Music Store in the United Kingdom, France, and Germany. A version for the
version opened October 2004, but it was not initially available in the
due to the intransigence of the
(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 , Norway, , and .
On December 16, 2004, Apple sold its 200 millionth song on the iTunes Music Store to Ryan Alekman from . The download was , by . Just under three months later Apple sold its 300 millionth song on March 2, 2005. On July 17, 2005, the iTunes Music Store sold its 500 millionth song. 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 1.69 each, albums at (generally) A$16.99 and music videos and Pixar short films at A$3.39. Briefly, people in
were able to buy music off the Australian store. However, that loophole was quickly closed.
On February 23, 2006, the iTunes Music Store sold its 1 billionth song.
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.
In a keynote address on June 6, 2005, Steve Jobs officially announced that Apple would begin producing Intel-based Macintosh computers beginning in 2006. Jobs confirmed rumors that the company had secretly been producing versions of its current operating system
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 , an operating system that was available for many platforms. In fact, Apple's own , the
underpinnings of Mac OS X, was also available for Intel's x86 architecture.
On January 10, 2006, the first Intel-based machines, the
and , were introduced. They were based on the
Duo platform. This introduction came with the 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.
On January 9, 2007, Apple Computer, Inc. shortened its name to simply Apple Inc. In his
keynote address, Steve 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 . 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, , on the then-named
(later renamed ).
The first version of the iPhone became publicly available on June 29, 2007 in selected countries/markets. It was another 12 months before the
became available on July 11, 2008. Apple announced the
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
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, however, still available.
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 cannibalisation 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.
Since 2005, Apple's revenues, profits, and stock price have grown significantly. On May 26, 2010, Apple's stock market value overtook Microsoft's, and Apple's revenues surpassed those of Microsoft in the third quarter of 2010. 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. 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, a situation described by
as "unimaginable a decade ago".
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. One reason for this was a surprise drop in PC sales in the quarter. 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.
On March 2, 2011, Apple unveiled the iPad's second generation model, the . 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, , and .
On August 24, 2011, Steve Jobs resigned from his position as CEO with Tim Cook taking his place. On October 29, 2012, Apple announced structural changes to increase collaboration between hardware, software and services. This involved the departure of , responsible for the launch of iOS (iPhone OS at the time of launch), who was replaced with
as head of iOS and OS X teams.
became head of HI (Human Interface), whilst
was announced as head of online services including Siri and Maps. The most notable short term difference of this restructuring was the launch of , the first version of the operating system to use a drastically different design to its predecessors, headed by Jony Ive., followed by
a year later with a similar design.
During this time, Apple released the , the first iPhone to have a screen larger than 3.5", the , also with a 4" screen, the
with fingerprint scanning technology in the form of , and
and , with screens at 4.7" and 5.5". They released the
with Retina Display, followed by the
just half a year later. The
was announced alongside the iPad 4th gen, and was the first to feature a smaller screen than 9.7". This was followed by the
with Retina Display in 2013, alongside the , a continuation of the original 9.7" range of iPads, which was subsequently followed by the
with Touch ID in 2014. Apple also released various major Mac updates, including the , whilst also discontinuing the original
range for a short period, before reintroducing it in 2015 with various new features, a Retina Display and a new design that implemented , while removing all other ports. Apple also updated the
lines with a drastically different smaller/thinner, but more powerful designs.
On November 25, 2013, Apple acquired a company called PrimeSense. On May 28, 2014, Apple acquired , producers of the popular
headphone and speaker range, as well as streaming service .
On September 9, 2014, Apple announced the , the first new product range since the departure of Steve Jobs. 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. The Apple Watch was released on April 24, 2015.
On September 9, 2015, Apple announced the
with 3D Touch, the , and the fourth-generation , along with the fourth-generation . On March 21, 2016, Apple announced the
and the smaller .
On September 7, 2016, Apple announced the
with an improved camera and a faster processor than the previous generation. The
have high storage options. On October 27, 2016, Apple announced the new 13 and 15 inch
with a retina Touch Bar. On March 21, 2017, Apple announced the . This is the iPad Air 2 successor, equipped with a faster processor, and starts at $329. Apple also announced the (Product)RED
On June 5, 2017, Apple announced
as well as new versions of , , and . Apple also released updated versions of the , , and . Apple also released the new 10.5 and 12.9 inch . Apple also released a Siri speaker similar to the
On September 12, 2017 at the , Apple introduced the
with better camera features, more improvements in , , performance and more, and announced the
with facial recognition technology and wireless charging. Apple also announced the 4K Apple TV with 4K, HDR and Dolby Vision experience, and the Apple Watch Series 3, supporting a cellular connection, running .
As cash reserves increased significantly in 2006, Apple created
on April 6, 2006 to manage its assets.
Financial period
Net sales (Million USD)
Net profits (Million USD)
Revenue growth
Return on net sales
'AAPL' is the
under which
trades on the
. Apple originally went public on December 12, 1980, with an
at US$22.00 per share. The stock has split 2 for 1 three different 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
which would commence September 30, 2012, the start of its fiscal 2013 year.
Gene Munster and Michael Olson of
are the main analysts who track Apple stock. Piper Jaffray estimate future stock and revenue of Apple annually, and have been doing so for several years.
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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Wikimedia Commons has media related to .
– 2008 documentary film about Apple history and innovation.
on the 25th anniversary of the .
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