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Difference between revisions 979187788 and 979189205 on enwiki{{Pp-semi-indef}} {{Short description|American technology company}} {{Use American English|date=August 2019}} {{Use mdy dates|date=August 2020}} {{Redirect|Apple (company)|other companies|Apple (disambiguation)#Businesses and organisations}} {{Coord|37.3349|-122.0090|type:landmark_region:US-CA|display=title}} {{Infobox company | name = Apple Inc. | logo = Apple logo black.svg | logo_size = 80px | image = Apple park cupertino 2019.jpg | image_size = 260px | image_caption = Overhead view of [[Apple Park]] located in [[Cupertino, California]] | former_name = {{Plainlist| * Apple Computer Company<ref>[https://businesssearch.sos.ca.gov/Document/RetrievePDF?Id=00806592-5959973 Certificate of Amendment of Articles of Incorporation], November 17, 1977. California Secretary of State.</ref><br>(1976–1977) * Apple Computer, Inc.<ref>[https://businesssearch.sos.ca.gov/Document/RetrievePDF?Id=00806592-6322847 Certificate of Ownership], January 9, 2007. California Secretary of State.</ref><br>(1977–2007) }} | type = [[Public company|Public]] | traded_as = {{Unbulleted list | {{NASDAQ|AAPL}} | [[NASDAQ-100|NASDAQ-100 component]] | [[Dow Jones Industrial Average|DJIA component]] | [[S&P 100|S&P 100 component]] | [[S&P 500 Index|S&P 500 component]]}} | ISIN = US0378331005 | industry = {{Unbulleted list | [[Computer hardware]] | [[Computer software]] | [[Consumer electronics]] | [[Cloud computing]] | [[Digital distribution]] | [[Fabless manufacturing|Fabless silicon design]] | [[Semiconductors]]| [[Electronic media|Media]] | [[Financial technology]] | [[Artificial intelligence]]}} | founded = {{Start date and age|1976|04|01}} | founders = {{Unbulleted list | [[Steve Jobs]] | [[Steve Wozniak]] | [[Ronald Wayne]]}} | hq_location = [[Apple Park|1 Apple Park Way]]<br />[[Cupertino]], [[California]] | hq_location_country = [[United States]] | num_locations = 511 retail stores | num_locations_year = 2020 | area_served = Worldwide | key_people = {{Unbulleted list |'''[[Chairman]]''': [[Arthur D. Levinson]] | '''[[Chief executive officer|CEO]]''': [[Tim Cook]] | '''[[Chief operating officer|COO]]''': [[Jeff Williams (Apple)|Jeff Williams]] }} | products = {{Flatlist| * [[Macintosh]] * [[iPod]] * [[iPhone]] * [[iPad]] * [[Apple Watch]] * [[Apple TV]] * [[HomePod]] * [[macOS]] * [[iOS]] * [[iPadOS]] * [[watchOS]] * [[tvOS]] * [[iLife]] * [[iWork]] * [[Final Cut Pro]] * [[Logic Pro]] * [[GarageBand]] * [[Shazam (application)|Shazam]] * [[Siri]] }} | services = {{Flatlist| * [[App Store (iOS)|App Store]] * [[Apple Arcade]] * [[Apple Card]] * [[Apple Music]] ** [[Beats 1]] * [[Apple News+]] * [[Apple Pay]] ** [[Apple Pay Cash|Cash]] * [[Apple Store]] ** [[Genius Bar]] * [[Apple TV+]] * [[Apple Books]] * [[iCloud]] * [[iMessage]] * [[iTunes Store]] * [[Mac App Store]] }} | revenue = {{Decrease}} {{US$|260.174 billion|link=yes}}<ref name="SEC filing">{{Cite web |url= https://s2.q4cdn.com/470004039/files/doc_financials/2019/ar/_10-K-2019-(As-Filed).pdf |title= Consolidated Statements for Q4 FY19 |publisher= Apple Inc. |date= November 1, 2019 |access-date= November 1, 2019}}</ref> | revenue_year = 2019 | operating_income = {{Decrease}} {{US$|63.930 billion}}<ref name="SEC filing" /> | income_year = 2019 | net_income = {{Decrease}} {{US$|55.256 billion}}<ref name="SEC filing" /> | net_income_year = 2019 | assets = {{Decrease}} {{US$|338.516 billion}}<ref name="SEC filing" /> | assets_year = 2019 | equity = {{Decrease}} {{US$|90.488 billion}}<ref name="SEC filing" /> | equity_year = 2019 | num_employees = 137,000<ref name="SEC 10-K">{{Cite web |url= https://d18rn0p25nwr6d.cloudfront.net/CIK-0000320193/1a919118-a594-44f3-92f0-4ecca47b1a7d.pdf |title= Apple 10-K Report FY2019 |date= September 28, 2019 |access-date= January 20, 2020}}</ref> | num_employees_year = 2019 | subsid = {{Unbulleted list | [[Braeburn Capital]] | [[Beats Electronics]] | [[Claris]] | Apple Energy, LLC | Apple Sales International<ref>{{Cite news |url=https://www.cnbc.com/2016/08/30/how-apples-irish-subsidiaries-paid-a-0005-percent-tax-rate-in-2014.html |title=How Apple managed to pay such a low tax rate in Ireland |first=Harriet |last=Taylor |date=August 30, 2016 |publisher=[[CNBC]] |access-date=January 9, 2017}}</ref> | Apple Services<ref>{{Cite news|url=https://www.bloomberg.com/news/articles/2018-08-01/apple-looks-to-services-to-move-beyond-iphone-price-ceiling |title= Apple Looks to Services to Move Beyond iPhone Price Ceiling|publisher=[[Bloomberg L.P.]]|newspaper= Bloomberg.com|date= January 13, 2020}}</ref> | Apple Worldwide Video<ref>{{Cite news|url=https://www.nytimes.com/2018/03/25/business/media/apple-hollywood-streaming.html |title= Apple Goes to Hollywood. Will Its Story Have a Happy Ending?|newspaper=[[The New York Times]]|date= March 25, 2018|last1= Koblin|first1= John}}</ref> | [[Anobit]] | [[Beddit]]}} | website = {{URL|https://www.apple.com}} }} '''Apple Inc.''' is an American [[multinational corporation|multinational]] [[technology company]] headquartered in [[Cupertino, California]], that designs, develops, and sells [[consumer electronics]], [[software|computer software]], and [[online services]]. It is considered one of the [[Big Tech]] technology companies, alongside [[Amazon (company)|Amazon]], [[Google]], [[Microsoft]], and [[Facebook, Inc.|Facebook]].<ref>{{Cite web |url=http://www.barrons.com/articles/ranking-the-big-four-internet-stocks-google-is-no-1-apple-comes-in-last-1503412102 |title=Ranking The Big Four Tech Stocks: Google Is No. 1, Apple Comes In Last |last=Rivas |first=Teresa |website=www.barrons.com |language=en-US |access-date=December 27, 2018 |archive-url=https://web.archive.org/web/20181228082808/https://www.barrons.com/articles/ranking-the-big-four-internet-stocks-google-is-no-1-apple-comes-in-last-1503412102 |archive-date=December 28, 2018 |url-status=live}}</ref><ref>{{Cite web|url=https://www.bloomberg.com/opinion/articles/2017-10-31/the-big-four-of-technology|title=The Big Four of Technology|last=Ritholtz|first=Barry|date=October 31, 2017|website=Bloomberg L.P.|url-status=live|archive-url=https://web.archive.org/web/20190626024146/https://www.bloomberg.com/opinion/articles/2017-10-31/the-big-four-of-technology|archive-date=June 26, 2019|access-date=December 27, 2018}}</ref><ref>{{Cite web|url=https://whatis.techtarget.com/definition/GAFA|title=What is GAFA (the Big Four)? - Definition from WhatIs.com|website=WhatIs.com|language=en|access-date=March 5, 2020}}</ref> The company's [[computer hardware|hardware]] products include the [[iPhone]] smartphone, the [[iPad]] tablet computer, the [[Macintosh|Mac]] personal computer, the [[iPod]] portable media player, the [[Apple Watch]] smartwatch, the [[Apple TV]] digital media player, the [[AirPods]] wireless earbuds and the [[HomePod]] smart speaker. Apple's software includes [[macOS]], [[iOS]], [[iPadOS]], [[watchOS]], and [[tvOS]] operating systems, the [[iTunes]] media player, the [[Safari (web browser)|Safari]] web browser, the [[Shazam (application)|Shazam]] music identifier, and the [[iLife]] and [[iWork]] creativity and productivity suites, as well as professional applications like [[Final Cut Pro]], [[Logic Pro]], and [[Xcode]]. Its online services include the [[iTunes Store]], the [[App Store (iOS)|iOS App Store]], [[Mac App Store]], [[Apple Music]], [[Apple TV+]], [[iMessage]], and [[iCloud]]. Other services include [[Apple Store]], [[Genius Bar]], [[AppleCare]], [[Apple Pay]], [[Apple Pay Cash]], and [[Apple Card]]. Apple was founded by [[Steve Jobs]], [[Steve Wozniak]], and [[Ronald Wayne]] in April 1976 to develop and sell Wozniak's [[Apple I]] personal computer, though Wayne sold his share back within 12 days. It was incorporated as '''Apple Computer, Inc.''', in January 1977, and sales of its computers, including the [[Apple II]], grew quickly. Within a few years, Jobs and Wozniak had hired a staff of computer designers and had a production line. Apple [[initial public offering|went public]] in 1980 to instant financial success. Over the next few years, Apple shipped new computers featuring innovative [[graphical user interface]]s, such as the [[Macintosh 128K|original Macintosh]] in 1984, and Apple's marketing advertisements for its products received widespread critical acclaim. However, the high price of its products and limited application library caused problems, as did power struggles between executives. In 1985, Wozniak departed Apple amicably and remained an honorary employee,<ref name="wozemployee">{{Cite news |url= http://woz.org/letters/never-left-apple/ |title= I Never Left Apple |date= January 3, 2018 |work= Officially Woz |access-date= October 2, 2018 |language= en-US}}</ref> while Jobs and others resigned to found [[NeXT]].<ref name="rice19850415" /> As the market for personal computers expanded and evolved through the 1990s, Apple lost market share to the lower-priced duopoly of [[Microsoft Windows]] on [[Intel]] PC clones. The board recruited [[CEO]] [[Gil Amelio]] to what would be a 500-day charge for him to rehabilitate the financially troubled company—reshaping it with layoffs, executive restructuring, and product focus. In 1997, he led Apple to buy NeXT, solving the desperately failed operating system strategy and bringing Jobs back. Jobs regained leadership status, becoming CEO in 2000. Apple swiftly returned to profitability under the revitalizing [[Think different]] campaign, as he rebuilt Apple's status by launching the [[iMac G3|iMac]] in 1998, opening the retail chain of [[Apple Store]]s in 2001, and acquiring numerous companies to broaden the software portfolio. In January 2007, Jobs renamed the company Apple Inc., reflecting its shifted focus toward consumer electronics, and launched the [[iPhone]] to great critical acclaim and financial success. In August 2011, Jobs resigned as CEO due to health complications, and [[Tim Cook]] became the new CEO. Two months later, Jobs died, marking the end of an era for the company. In June 2019, [[Jony Ive]], Apple's [[Chief design officer|CDO]], left the company to start his own firm, but stated he would work with Apple as its primary client. Apple is well known for its size and revenues. Its worldwide annual revenue totaled $265 billion for the 2018 [[fiscal year]]. Apple is the [[list of the largest information technology companies|world's largest technology company]] by revenue and one of the [[List of public corporations by market capitalization|world's most valuable companies]]. It is also the world's third-largest mobile phone manufacturer after [[Samsung]] and [[Huawei]].<ref>{{Cite news|url= https://www.theguardian.com/technology/2018/aug/01/huawei-beats-apple-smartphone-manufacturer-samsung-iphone|title=Huawei beats Apple to become second-largest smartphone maker|last=|first=|date=August 3, 2018|work=[[The Guardian]]|access-date=August 3, 2018 |language= en}}</ref> In August 2018, Apple became the first publicly traded U.S. company to be valued at over $1 trillion<ref name="1t-CNBC" /><ref name="1t-Guardian" /> and just two years later in August 2020 became the first $2 trillion U.S. company.<ref>{{cite news|url=https://www.bbc.co.uk/news/business-53840471|title=Apple first US company to be valued at $2tn|work=BBC News|date=August 19, 2020|accessdate=August 19, 2020}}</ref><ref>{{cite news |last1=Nicas |first1=Jack |title=Apple Reaches $2 Trillion, Punctuating Big Tech’s Grip |url=https://www.nytimes.com/2020/08/19/technology/apple-2-trillion.html |accessdate=21 August 2020 |work=The New York Times |date=19 August 2020}}</ref> The company employs 137,000 full-time employees<ref name="Apple-Inc-Nov-2017-10-K">{{Cite web |url= https://d18rn0p25nwr6d.cloudfront.net/CIK-0000320193/1a919118-a594-44f3-92f0-4ecca47b1a7d.pdf |title=Apple Inc, Form 10-K, Annual Report, Filing Date January 28, 2020 |publisher=secdatabase.com |access-date= January 28, 2020}}</ref> and maintains 510 [[Apple Store|retail stores]] in 25 countries {{As of|2020|lc=y}}.<ref>{{Cite web|url=https://www.apple.com/retail/storelist/|title=Apple Retail Store – Store List |publisher= Apple |language= en-US |access-date= June 3, 2020}}</ref> It operates the iTunes Store, which is the world's largest music retailer. {{As of|2020|1}}, more than 1.5 billion Apple products are actively in use worldwide.<ref>{{Cite news|url= https://www.macrumors.com/2020/01/28/apple-1-5-billion-active-devices-worldwide/ |title= Apple Now Has 1.5 Billion Active Devices Worldwide |access-date= January 28, 2020 |language=en}}</ref> The company also has a high level of [[brand loyalty]] and is ranked as the world's most valuable brand. However, Apple [[criticism of Apple Inc.|receives significant criticism]] regarding the labor practices of its contractors, its environmental practices and unethical business practices, including [[anti-competitive practices|anti-competitive behavior]], as well as the origins of source materials. == History == {{Main|History of Apple Inc.}} === 1976–1984: Founding and incorporation === {{See also|History of Apple#1975–1985: Jobs and Wozniak}} [[File:Apple Garage.jpg|thumb|In 1976, [[Steve Jobs]] co-founded Apple in his parents' home on Crist Drive in [[Los Altos, California]].{{Sfn|Linzmayer|2004|pages=6–8}} Although it is widely believed that the company was founded in the house's garage, Apple co-founder [[Steve Wozniak]] called it "a bit of a myth".<ref>{{Cite web |first=Samuel |last=Gibbs |title=Steve Wozniak: Apple starting in a garage is a myth |url=https://www.theguardian.com/technology/2014/dec/05/steve-wozniak-apple-starting-in-a-garage-is-a-myth |website=[[The Guardian]] |date=December 5, 2014 |access-date=November 12, 2019 |archiveurl=https://web.archive.org/web/20150425011132/https://www.theguardian.com/technology/2014/dec/05/steve-wozniak-apple-starting-in-a-garage-is-a-myth |archivedate=April 25, 2015}}</ref> Jobs and Wozniak did, however, move some operations to the garage when the bedroom became too crowded.<ref name="Linzmayer01">{{Cite news |url=http://extras.denverpost.com/books/chap0411h.htm |title=Apple Confidential: The Real Story of Apple Computer, Inc |last=Linzmayer |first=Owen W. |work=The Denver Post |url-status=live |archive-url=https://www.webcitation.org/66J7w0aFr?url=http://extras.denverpost.com/books/chap0411h.htm |archive-date=March 20, 2012 }}</ref>]] [[File:Apple I Computer.jpg|thumb|Apple's first product, the [[Apple I]], designed by Steve Wozniak, 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 wooden case.]] [[File:Apple II Plus, Museum of the Moving Image.jpg|thumb|The [[Apple II Plus]], introduced in 1979, designed primarily by Wozniak]] Apple Computer Company was founded on April 1, 1976, by [[Steve Jobs]], [[Steve Wozniak]], and [[Ronald Wayne]] as a [[business partnership]].{{Sfn|Linzmayer|2004|pages=6–8}}<ref>{{Cite news |first=Rhiannon |last=Williams |title=Apple celebrates 39th year on April 1 |url= https://www.telegraph.co.uk/technology/apple/11507451/Apple-celebrates-39th-year-on-April-1.html |website=[[The Daily Telegraph|The Telegraph]] |date=April 1, 2015 |access-date=July 9, 2017}}</ref> The company's first product is the [[Apple I]], a computer designed and hand-built entirely by Wozniak.<ref>{{Cite web |title=Apple co-founder tells his side of the story |url=https://www.smh.com.au/news/laptops--desktops/wozniak-tells-his-side-of-the-story/2006/09/28/1159337270259.html |website=[[The Sydney Morning Herald]] |publisher=[[Fairfax Media]] |date=September 28, 2006 |access-date=July 9, 2017}}</ref><ref>{{Cite web |title=A Chat with Computing Pioneer Steve Wozniak |url=https://www.npr.org/templates/story/story.php?storyId=6167297 |website=[[NPR]] |date=September 29, 2006 |access-date=July 9, 2017}}</ref> To finance its creation, Jobs sold his only motorized means of transportation, a [[Volkswagen Type 2|VW Microbus]], for a few hundred dollars, and Wozniak sold his [[HP-65]] calculator for {{US$|500|1976}}.<ref>{{cite web|url=http://www.groovypost.com/news/steve-jobs-steve-wozniak-remembers/|title=Steve Jobs: Steve Wozniak Remembers|author=|date=|website=www.groovypost.com|accessdate=July 16, 2020}}</ref> Wozniak debuted the first prototype at the [[Homebrew Computer Club]] in July 1976.{{Sfn|O'Grady|2009|pages=2–3}}<ref>{{Cite web |title=The Homebrew Computer Club |url=http://www.computerhistory.org/revolution/personal-computers/17/312 |publisher=[[Computer History Museum]] |access-date=July 9, 2017}}</ref> The Apple I was sold as a [[motherboard]] with [[central processing unit|CPU]], [[Random-access memory|RAM]], and basic textual-video chips—a base kit concept which would not yet be marketed as a complete personal computer.<ref>[[Leander Kahney|Kahney, Leander]]. [https://www.wired.com/gadgets/mac/multimedia/2002/11/56426 Rebuilding an Apple From the Past], ''[[Wired (magazine)|Wired]]'', November 19, 2002. {{Webarchive |url= https://web.archive.org/web/20140318144236/http://www.wired.com/gadgets/mac/multimedia/2002/11/56426 |date=March 18, 2014}}</ref> It went on sale soon after debut for {{US$|666.66|1976}}.<ref>{{Cite news |url= http://news.bbc.co.uk/2/hi/technology/7091190.stm |work=[[BBC News]] |title=Building the digital age |access-date=January 19, 2008 |date=November 15, 2007}}</ref><ref>{{Cite web |url=http://staging.computerhistory.org/exhibits/highlights/apple1.shtml |archiveurl=https://web.archive.org/web/20070326115844/http://staging.computerhistory.org/exhibits/highlights/apple1.shtml |archivedate=March 26, 2007 |title=Apple I |publisher=[[Computer History Museum]] |access-date=January 19, 2008}}</ref><ref>[https://web.archive.org/web/20170204212503/http://www.g4tv.com/gamemakers/episodes/3781/Apple_II.html Game Makers (TV Show)]: Apple II. Originally aired January 6, 2005.</ref><ref>{{Cite web|url=http://www.macmothership.com/gallery/newads7/1976apple1.jpg|title=Picture of original ad featuring US666.66 price}}</ref><ref name="iWoz" />{{Rp|180}} Wozniak later said he was unaware of the coincidental [[mark of the beast]] in the number 666, and that he came up with the price because he liked "repeating digits".<ref name=VintageNews>{{cite news |first=Goran |last=Blazeski |title=Apple-1, Steve Wozniak's hand-built creation, was Apple's first official product, priced at $666.66 |url= https://www.thevintagenews.com/2017/11/25/apples-first-official-product-was-priced-at-666-66/ |website=The Vintage News |date=November 25, 2017 |accessdate=November 24, 2019}}</ref> Apple Computer, Inc. was incorporated on January 3, 1977,{{Sfn|Linzmayer|2004|page=10}}<ref name="Apple FAQ" /> without Wayne, who had left and sold his share of the company back to Jobs and Wozniak for $800 only twelve days after having co-founded Apple.<ref>{{Cite web |first=Benny |last=Luo |title=Ronald Wayne: On Co-founding Apple and Working With Steve Jobs |url=https://nextshark.com/ronald-wayne-interview |website=Next Shark |date=September 12, 2013 |access-date=July 9, 2017}}</ref><ref>{{Cite web |first=Dan |last=Simon |title=The gambling man who co-founded Apple and left for $800 |url=http://edition.cnn.com/2010/TECH/web/06/24/apple.forgotten.founder/index.html |publisher=[[CNN]] |date=June 24, 2010 |access-date=July 9, 2017}}</ref> Multimillionaire [[Mike Markkula]] provided essential business expertise and funding of {{US$|250000|1977}} to Jobs and Wozniak during the incorporation of Apple.<ref>{{Cite web |title=Apple chronology |url=https://money.cnn.com/1998/01/06/technology/apple_chrono/ |publisher=[[CNNMoney]] |date=January 6, 1998 |access-date=May 2, 2017}}</ref><ref>{{Cite web |first=Ben |last=Gilbert |title=Where are the first 10 Apple employees today? |url=http://www.businessinsider.com/the-first-10-apple-employees-2016-12 |website=[[Business Insider]] |date=December 26, 2016 |access-date=May 2, 2017}}</ref> During the first five years of operations, revenues grew exponentially, doubling about every four months. Between September 1977 and September 1980, yearly sales grew from $775,000 to $118 million, an average annual growth rate of 533%.<ref name="Infinite Loop">[[Infinite Loop]] {{Cite book|authorlink=Michael S. Malone|first=Michael S.|last=Malone|year=1999|title=Infinite loop: how the world's most insanely great computer company went insane|isbn=978-0-385-48684-2|oclc=971131326|url=https://archive.org/details/infiniteloophoww00malo|location=New York|publisher=Currency/Doubleday|page=157}}</ref><ref>{{Cite web |first=Harry |last=McCracken |title=Apple's sales grew 150x between 1977–1980 |url=https://news.fastcompany.com/apples-sales-grew-150x-between-1977-1980-4001956 |website=[[Fast Company (magazine)|Fast Company]] |date=April 1, 2016 |access-date=May 2, 2017}}</ref> The [[Apple II series|Apple II]], also invented by Wozniak, was introduced on April 16, 1977, at the first [[West Coast Computer Faire]].{{Sfn|Linzmayer|2004|page=12}} It differs from its major rivals, the [[TRS-80]] and [[Commodore PET]], because of its character cell-based color graphics and [[open architecture]]. While early Apple II models use ordinary cassette tapes as storage devices, they were superseded by the introduction of a {{Frac|5|1|4}}-inch [[floppy disk]] drive and interface called the [[Disk II]] in 1978.{{Sfn|Linzmayer|2004|pages=13–15}}<ref>{{Cite web |title=Apple II History Chapter 4 |url=http://apple2history.org/history/ah04/ |first=Steven |last=Weyhrich |date=April 21, 2002 |access-date=August 18, 2008}}</ref> The Apple II was chosen to be the desktop platform for the first "[[killer application]]" of the business world: [[VisiCalc]], a [[spreadsheet]] [[computer program|program]] released in 1979.{{Sfn|Linzmayer|2004|pages=13–15}} VisiCalc created a business market for the Apple II and gave home users an additional reason to buy an Apple II: compatibility with the office.{{Sfn|Linzmayer|2004|pages=13–15}} Before VisiCalc, Apple had been a distant third place competitor to [[Commodore 64|Commodore]] and [[Tandy Computers|Tandy]].<ref>{{Cite book |last=Bagnall |first=Brian |title=On the Edge: The Spectacular Rise and Fall of Commodore |year=2005 |publisher=Variant Press |isbn=978-0-9738649-0-8 |pages=109–112}}</ref><ref>[http://www.jeremyreimer.com/total_share.html Personal Computer Market Share: 1975–2004] {{Webarchive |url=https://web.archive.org/web/20120606003537/http://www.jeremyreimer.com/total_share.html |date=June 6, 2012}} The figures show Mac higher, but that is not a single model.</ref> By the end of the 1970s, Apple had a staff of computer designers and a production line. The company introduced the [[Apple III]] in May 1980 in an attempt to compete with [[IBM]] in the business and corporate computing market.{{Sfn|O'Grady|2009|page=6}} Jobs and several Apple employees, including [[human–computer interface]] expert [[Jef Raskin]], visited [[PARC (company)|Xerox PARC]] in December 1979 to see a demonstration of the [[Xerox Alto]]. [[Xerox]] granted Apple engineers three days of access to the PARC facilities in return for the option to buy 100,000{{Citation needed|date=March 2019}} shares (5.6 million [[split-adjusted]] shares {{As of|2019|03|30|lc=y|df=US}})<ref name="Apple FAQ" /> of Apple at the pre-IPO price of $10 a share.<ref>{{Cite web |url= http://www.fool.com/news/foth/2000/foth000918.htm |title= Fool.com: How Xerox Forfeited the PC War |website=[[The Motley Fool]] |last= Landley |first= Rob |date= September 18, 2000 |access-date= August 12, 2008 |archiveurl= https://web.archive.org/web/20080723144112/http://www.fool.com/news/foth/2000/foth000918.htm |archivedate= July 23, 2008 |url-status=dead}}</ref> Jobs was immediately convinced that all future computers would use a graphical user interface ([[Graphical user interface|GUI]]), and development of a GUI began for the [[Apple Lisa]].<ref>{{Cite web |first=Alex |last=Brooks |title=Apple at 30 – 1976 to 1986 |url= http://news.worldofapple.com/archives/2006/03/30/apple-at-30-1976-to-1986/ |archiveurl= https://web.archive.org/web/20081020204611/http://news.worldofapple.com/archives/2006/03/30/apple-at-30-1976-to-1986/ |website=World of Apple |date=March 30, 2006 |archivedate=October 20, 2008 |access-date=May 2, 2017}}</ref><ref>{{Cite news |first=John C. |last= Abell |title=Jan. 19, 1983: Apple Gets Graphic With Lisa |url=https://www.wired.com/2010/01/0119apple-unveils-lisa/ |work=[[Wired (website)|Wired]] |date=January 19, 2010 |access-date=May 2, 2017}}</ref> In 1982, however, he was pushed from the Lisa team due to infighting. Jobs then took over Wozniak's and Raskin's low-cost-computer project, the [[Macintosh]], and redefined it as a graphical system cheaper and faster than Lisa.<ref name=TheVerge>{{Cite web |title= Steve Wozniak on Newton, Tesla, and why the original Macintosh was a 'lousy' product |url= https://www.theverge.com/2013/6/27/4468314/steve-wozniak-on-how-the-newton-changed-his-life|access-date=June 25, 2018 |archiveurl= https://web.archive.org/web/20160312014832/http://www.theverge.com/2013/6/27/4468314/steve-wozniak-on-how-the-newton-changed-his-life |archivedate= March 12, 2016|date= June 27, 2013}}</ref> In 1983, Lisa became the first personal computer sold to the public with a GUI, but was a commercial failure due to its high price and limited software titles, so in 1985 it would be repurposed as the high end Macintosh and discontinued in its second year.<ref name="lemlisa">Hormby, Thomas. [http://lowendmac.com/orchard/05/apple-lisa-history.html A history of Apple's Lisa, 1979–1986], ''[[Low End Mac]]'', October 6, 2005. Retrieved March 2, 2007.</ref> On December 12, 1980, Apple (ticker symbol "AAPL") went public selling 4.6 million shares at $22 per share ($.39 per share when adjusting for [[stock split]]s {{As of|2019|03|30|lc=y|df=US}}),<ref name="Apple FAQ">{{Cite web |title=Frequently Asked Questions |url=https://investor.apple.com/faq/default.aspx |publisher=Apple Inc. |access-date=January 19, 2020}}</ref> generating over $100 million, which was more capital than any IPO since [[Ford Motor Company]] in 1956.<ref name=EDNAAPLSTOCK>{{Cite web|first=Suzanne|last=Deffree|url=https://www.edn.com/electronics-blogs/edn-moments/4403276/Apple-IPO-makes-instant-millionaires--December-12--1980|title=Apple IPO makes instant millionaires, December 12, 1980|date=December 12, 2018|access-date=May 16, 2019}}</ref> By the end of the day, 300 millionaires were created, from a stock price of $29 per share<ref name=DEDIPO>{{Cite web |first=Daniel Eran |last=Dilger |title=Apple, Inc. stock IPO created 300 millionaires 33 years ago today |url= http://appleinsider.com/articles/13/12/12/apple-inc-stock-ipo-created-300-millionaires-33-years-ago-today |website=[[AppleInsider]] |date=December 12, 2013 |access-date=April 18, 2017}}</ref> and a market cap of $1.778 billion.<ref name=EDNAAPLSTOCK /><ref name=DEDIPO /> === 1984–1991: Success with Macintosh === {{See also|Timeline of Macintosh models|Timeline of the Apple II family}} [[File:Macintosh, Google NY office computer museum cropped.png|thumb|The [[Macintosh 128k|Macintosh]], released in 1984, is the first mass-market personal computer to feature an integral graphical user interface and mouse.]] In 1984, Apple launched the Macintosh, the first personal computer to be sold without a [[programming language]].<ref name="IsProgramingObsolete">{{Cite web |first=Brian |last=Harvey |date=1994 |url=http://www.eecs.berkeley.edu/~bh/obsolete.html |title=Is Programing Obsolete? |publisher=Electrical Engineering and Computer Sciences, [[University of California, Berkeley]] |access-date=June 14, 2013 |archiveurl=https://web.archive.org/web/20131005000323/http://www.eecs.berkeley.edu/~bh/obsolete.html |archivedate=October 5, 2013 |url-status=dead |df= mdy-all}}</ref> Its debut was signified by [[1984 (advertisement)|"1984"]], a $1.5 million television advertisement directed by [[Ridley Scott]] that aired during the third quarter of [[Super Bowl XVIII]] on January 22, 1984.<ref>{{Cite web |url= http://www.duke.edu/~tlove/mac.htm |title= Apple's 1984: The Introduction of the Macintosh in the Cultural History of Personal Computers |first= Ted |last= Friedman |url-status=dead |archiveurl= https://web.archive.org/web/20121014051705/http://www.duke.edu/~tlove/mac.htm |archivedate= October 14, 2012 |df= mdy-all}}</ref> This is now hailed as a watershed event for Apple's success<ref>{{Cite news |first=Kevin |last=Maney |title=Apple's '1984' Super Bowl commercial still stands as watershed event |url= https://usatoday30.usatoday.com/tech/columnist/kevinmaney/2004-01-28-maney_x.htm |work=[[USA Today]] |date=January 28, 2004 |access-date= April 18, 2017}}</ref> and was called a "masterpiece" by [[CNN]]<ref>{{Cite web |first= Todd |last= Leopold |title=Why 2006 isn't like '1984' |url=http://edition.cnn.com/2006/SHOWBIZ/02/02/eye.ent.commercials/ |publisher=[[CNN]] |date= February 3, 2006 |access-date=April 18, 2017}}</ref> and one of the greatest TV advertisements of all time by ''[[TV Guide]]''.<ref>{{Cite web |title=The greatest commercials of all time |url=https://www.tvguide.com/tv/magazine/990628/ftr6.asp |archiveurl= https://web.archive.org/web/19991012071246/http://www.tvguide.com/tv/magazine/990628/ftr6.asp |website=[[TV Guide]] |publisher=[[CBS Interactive]] |date=October 12, 1999 |archivedate=October 12, 1999 |access-date=April 18, 2017 |url-status=dead }}</ref><ref>{{Cite web |first=Aaron |last=Taube |title=How The Greatest Super Bowl Ad Ever – Apple's '1984' – Almost Didn't Make It To Air |url= http://www.businessinsider.com/apple-super-bowl-retrospective-2014-1 |website=[[Business Insider]] |date=January 22, 2014 |access-date=April 18, 2017}}</ref> Macintosh sales were initially good, but began to taper off dramatically after the first three months due to its high price, slow speed, and limited range of available software.{{Sfn|Linzmayer|2004|page=98}}{{Sfn|Swaine|2014|pages=441–443}}<ref>{{Cite book |ref={{harvid|Isaacson|2015}} |first=Walter |last=Isaacson |year=2015 |title=Steve Jobs |title-link=Steve Jobs (book) |publisher=[[Simon and Schuster]] |isbn=9781501127625}} pp. 186–187</ref><ref>{{Cite book |first=Andy |last=Hertzfeld |year=2005 |title=Revolution in The Valley: The Insanely Great Story of How the Mac Was Made |publisher=O'Reilly Media |isbn=9780596007195}}</ref>{{Rp|195}} In early 1985, this sales slump triggered a power struggle between Steve Jobs and CEO [[John Sculley]], who had been hired two years earlier by Jobs{{Sfn|Linzmayer|2004|page=156}}{{Sfn|Isaacson|2015|pages=153–154}} 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?"<ref>{{Cite web |first=Carmine |last=Gallo |title=How Steve Jobs And Bill Gates Inspired John Sculley To Pursue The 'Noble Cause |url=https://www.forbes.com/sites/carminegallo/2016/11/12/how-steve-jobs-and-bill-gates-inspired-john-sculley-to-pursue-the-noble-cause/#9eaee3232bd5 |website=[[Forbes]] |date=January 22, 2014 |access-date=March 31, 2019}}</ref> Sculley decided to remove Jobs as the general manager of the Macintosh division, and gained unanimous support from the Apple board of directors.<ref>{{cite book |ref={{harvid|Schlender|2016}}|title=Becoming Steve Jobs: The Evolution of a Reckless Upstart into a Visionary Leader|first1=Brent |last1=Schlender |first2=Rick |last2=Tetzeli|date=2016 |publisher=Crown Business; Reprint edition|isbn=9780385347426}} pp.87–92</ref>{{Sfn|Linzmayer|2004|page=156}} The board of directors instructed Sculley to contain Jobs and his ability to launch expensive forays into untested products. Rather than submit to Sculley's direction, Jobs attempted to oust him from his leadership role at Apple.{{Sfn|Linzmayer|2004|pages=156–157}} Informed by [[Jean-Louis Gassée]], Sculley found out that Jobs had been attempting to organize a [[coup d'état#Other uses of the term|coup]] and called an emergency executive meeting at which Apple's executive staff sided with Sculley and stripped Jobs of all operational duties.{{Sfn|Linzmayer|2004|pages=156–157}} Jobs resigned from Apple in September 1985 and took a number of Apple employees with him to found [[NeXT|NeXT Inc.]]<ref>{{Cite news |last=Spector |first=G |title=Apple's Jobs Starts New Firm, Targets Education Market |work=[[PC Week]] |page=109 |date=September 24, 1985}}</ref> Wozniak had also quit his active employment at Apple earlier in 1985 to pursue other ventures, expressing his frustration with Apple's treatment of the Apple II division and stating that the company had "been going in the wrong direction for the last five years".<ref name="rice19850415">{{Cite news |url= https://books.google.com/books?id=zC4EAAAAMBAJ&lpg=PA13&pg=PA35 |title= Unrecognized Apple II Employees Exit |work=[[InfoWorld]] |date= April 15, 1985 |access-date= November 6, 2017 |last= Rice |first= Valerie |page= 35}}</ref><ref name="wozemployee" /><ref>{{Cite news |url= http://www.cnn.com/video/?/video/bestoftv/2011/08/25/exp.piers.wozniak.jobs.reaction.cnn |work=[[CNN]] |title= CNN.com Video}}</ref> Despite Wozniak's grievances, he left the company amicably and both Jobs and Wozniak remained Apple shareholders.<ref name="wozstock">[http://www.fool.com/research/2000/features000302.htm Apple's ''Other'' Steve (Stock Research)] {{Webarchive |url= https://web.archive.org/web/20061019134707/http://www.fool.com/research/2000/features000302.htm |date= October 19, 2006}} March 2, 2000, [[The Motley Fool]].</ref> Wozniak continues to represent the company at events or in interviews,<ref name="wozemployee" /> receiving a stipend estimated to be $120,000 per year for this role.<ref name="iWoz">{{Cite book|last=Wozniak|first=Steve|authorlink= Steve Wozniak|last2=Smith|first2=Gina|author2link= Gina Smith (author)|year=2006|title=iWoz: Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It|publisher=[[W. W. Norton & Company]]|isbn=978-0-393-06143-7|oclc= 502898652|title-link=iWoz: Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It}}</ref> The outlook on Macintosh improved with the introduction of the [[LaserWriter]], the first reasonably priced [[PostScript]] [[laser printer]], and [[Adobe PageMaker|PageMaker]], an early [[desktop publishing]] application released in July 1985.{{Sfn|Linzmayer|2004|pages=158–159}} It has been suggested that the combination of Macintosh, LaserWriter, and PageMaker was responsible for the creation of the desktop publishing market.<ref>{{Cite web |url= http://desktoppub.about.com/cs/beginners/f/when_dtp.htm |title=When was desktop publishing invented? |access-date=April 30, 2007 |archiveurl= https://web.archive.org/web/20070420204531/http://desktoppub.about.com/cs/beginners/f/when_dtp.htm |archivedate=April 20, 2007 |publisher=[[About.com]] |url-status=live}}</ref>{{Better source|date=July 2019}} [[File:Macintosh portable.jpg|thumb|The [[Macintosh Portable]], released in 1989, is Apple's first battery-powered portable Macintosh personal computer.]] After the departures of Jobs and Wozniak, the Macintosh product line underwent a steady change of focus to higher price points, the so-called "high-right policy" named for the position on a chart of price vs. profits. Jobs had argued the company should produce products aimed at the consumer market and aimed for a $1,000 price for the Macintosh, which they were unable to meet. Newer models selling at higher price points offered higher [[profit margin]], and appeared to have no effect on total sales as [[power user]]s snapped up every increase in power. Although some worried about pricing themselves out of the market, the high-right policy was in full force by the mid-1980s, notably due to Jean-Louis Gassée's mantra of "fifty-five or die", referring to the 55% [[profit margin]]s of the [[Macintosh II]].<ref name=insidestoryCarlton>{{Cite book |last= Carlton |first= Jim |year= 1997 |title= Apple: The inside story of intrigue, egomania, and business blunders |location= New York |publisher= [[Random House]] |isbn= 978-0-8129-2851-8 |url= https://archive.org/details/appleinsidestory00carl}}</ref>{{Rp|79–80}} Selling Macintosh at such high profit margins was only possible because of its dominant position in the desktop publishing market.<ref>{{Cite book |ref={{SfnRef|Swaine|2014}}|first=Michael |last=Swaine |year=2014 |title=Fire in the Valley: The Birth and Death of the Personal Computer |publisher=Pragmatic Bookshelf |isbn=9781680503524}} pp. 359–363</ref> This policy began to backfire in the last years of the decade as new desktop publishing programs appeared on [[IBM PC compatible|PC clones]] that offered some or much of the same functionality of the Macintosh but at far lower price points. The company lost its monopoly in this market and had already estranged many of its original consumer customer base who could no longer afford their high-priced products. The Christmas season of 1989 is the first in the company's history to have declining sales, which led to a 20% drop in Apple's stock price.<ref name=insidestoryCarlton />{{Rp|117–129}} During this period, the relationship between Sculley and Gassée deteriorated, leading Sculley to effectively demote Gassée in January 1990 by appointing [[Michael Spindler]] as the [[chief operating officer]].{{Sfn|Linzmayer|2004|page=184–185}} Gassée left the company later that year.{{Sfn|Linzmayer|2004|page=160}} In October 1990, Apple introduced three lower-cost models, the [[Macintosh Classic]], [[Macintosh LC]], and [[Macintosh IIsi]],{{Sfn|Linzmayer|2004|page=128}} all of which saw significant sales due to pent-up demand. In 1991, Apple introduced the [[PowerBook]], replacing the "luggable" [[Macintosh Portable]] with a design that set the current shape for almost all modern laptops. The same year, Apple introduced [[System 7]], a major upgrade to the operating system which added color to the interface and introduced new networking capabilities. It remained the architectural basis for the [[Classic Mac OS]]. The success of the PowerBook and other products brought increasing revenue.<ref name="lemsculley">{{Cite web |first=Thomas |last=Hormby |url=http://lowendmac.com/orchard/06/john-sculley-years-apple.html |title=Growing Apple with the Macintosh: The Sculley years |website=[[Low End Mac]] |date=February 22, 2006 |access-date=March 2, 2007}}</ref> For some time, Apple was doing incredibly well, introducing fresh new products and generating increasing profits in the process. The magazine ''[[MacAddict]]'' named the period between 1989 and 1991 as the "first golden age" of the Macintosh.<ref>{{Cite magazine |url= https://archive.org/stream/MacAddict-089-200401/MacAddict-089-200401-BobKiwi-v1_djvu.txt |title= MacAddict |issue= 89 |date= January 2004 |access-date= April 1, 2017 |magazine=[[MacAddict]]}}</ref> Apple believed the [[Apple II series]] was too expensive to produce and took away sales from the low-end Macintosh.<ref>{{Cite web |first=Timothy B. |last=Lee |title=The Five Most Expensive Apple Computers In History |url= https://www.forbes.com/sites/timothylee/2012/06/05/the-five-most-expensive-apple-computers-in-history/ |website=[[Forbes]] |date=June 5, 2012 |access-date=July 8, 2017}}</ref> In October 1990, Apple released the [[Macintosh LC]], and began efforts to promote that computer by advising developer technical support staff to recommend developing applications for Macintosh rather than Apple II, and authorizing salespersons to direct consumers towards Macintosh and away from Apple II.<ref>{{Cite web |title=The Apple IIGS, Cont |url= http://apple2history.org/history/ah11.html |archiveurl= https://web.archive.org/web/20080912044443/http://apple2history.org/history/ah11.html |website=Apple II History |date=July 10, 2002 |archivedate=September 12, 2008 |access-date=July 8, 2017}}</ref> The [[Apple IIe]] was discontinued in 1993.<ref>{{Cite web |first= Benj |last=Edwards |title=30 years of the Apple Lisa and the Apple IIe |url=https://www.macworld.com/article/2025408/30-years-of-the-apple-lisa-and-the-apple-iie.html |website=[[Macworld]] |publisher=[[International Data Group]] |date=January 18, 2013 |access-date= July 8, 2017}}</ref> === 1991–1997: Decline and restructuring === {{See also|Timeline of the Apple II family}} [[File:Apple PenLite prototype, 1992.jpg|thumb|The Penlite is Apple's first prototype of a tablet computer. Created in 1992, the project was designed to bring the Mac OS to a tablet – but was canceled in favor of the [[Newton (platform)|Newton]].<ref>{{Cite web |title=Exclusive: New pics of Apple's unreleased tablet prototype from 1992 – and the Mac that flew on the Space Shuttle |url=http://www.stuff.tv/news/exclusive-new-pics-apples-unreleased-tablet-prototype-1992-and-mac-flew-space-shuttle |publisher=stuff.tv |access-date=April 14, 2016}}</ref>]] The success of Apple's lower-cost consumer models, especially the LC, also led to the cannibalization of their higher-priced machines. To address this, management introduced several new brands, selling largely identical machines at different price points aimed at different markets. These were the high-end [[Macintosh Quadra|Quadra]], the mid-range [[Macintosh Centris|Centris]] line, and the consumer-marketed [[Macintosh Performa|Performa]] series. This led to significant market confusion, as customers did not understand the difference between models.<ref name="vawperforma">{{Cite web |title=Macintosh Performa |url= http://www.vectronicsappleworld.com/profiles/performa.html |archiveurl= https://web.archive.org/web/20130419164519/http://www.vectronicsappleworld.com/profiles/performa.html |archivedate=April 19, 2013 |publisher=Vectronics Apple World |access-date=November 29, 2010}}</ref> Apple also experimented with a number of other unsuccessful consumer targeted products during the 1990s, including [[Apple QuickTake|digital cameras]], [[PowerCD|portable CD audio players]], [[AppleDesign Powered Speakers|speakers]], [[Apple Bandai Pippin|video consoles]], the [[eWorld]] online service, and [[Apple Interactive Television Box|TV appliances]]. Enormous resources were also invested in the problem-plagued [[Newton (platform)|Newton division]] based on John Sculley's unrealistic market forecasts.{{Citation needed|date=November 2010}} Ultimately, none of these products helped and Apple's market share and stock prices continued to slide.{{Citation needed|date=November 2010}} Throughout this period, Microsoft continued to gain market share with [[Microsoft Windows|Windows]] by focusing on delivering software to cheap commodity personal computers, while Apple was delivering a richly engineered but expensive experience.<ref>{{Cite web |url=http://www.roughlydrafted.com/RD/Q4.06/3EC02E78-FD4D-4CDF-92A0-9C4CBDFAB3D2.html |title=1990–1995: Why the World Went Windows |work=Roughly Drafted |access-date=August 12, 2008 |archive-url=https://web.archive.org/web/20120104160236/http://www.roughlydrafted.com/RD/Q4.06/3EC02E78-FD4D-4CDF-92A0-9C4CBDFAB3D2.html |archive-date=January 4, 2012 |url-status=dead}}</ref> Apple relied on high profit margins and never developed a clear response; instead, they sued Microsoft for using a GUI similar to the [[Apple Lisa]] in ''[[Apple Computer, Inc. v. Microsoft Corp.]]''<ref name="lemms">Hormby, Thomas. [http://lowendmac.com/orchard/06/apple-vs-microsoft.html The Apple vs. Microsoft GUI lawsuit], ''[[Low End Mac]]'', August 25, 2006. Retrieved March 2, 2007.</ref> The lawsuit dragged on for years before it was finally dismissed. At this time, a series of major product flops and missed deadlines sullied Apple's reputation, and Sculley was replaced as CEO by [[Michael Spindler]].<ref>{{Cite web |url=http://lowendmac.com/orchard/06/michael-spindler-apple.html |title=Michael Spindler: The Peter Principle at Apple |access-date=August 12, 2008 |archiveurl= https://web.archive.org/web/20080908030156/http://lowendmac.com/orchard//06/michael-spindler-apple.html |archivedate=September 8, 2008 |url-status=live}}</ref> [[File:Newton-IMG 0320 cleanup.JPG|thumb|The [[Newton (platform)|Newton]] is Apple's first [[personal digital assistant|PDA]] brought to market, as well as one of the first in the industry. Though failing financially at the time of its release, it helped pave the way for the [[PalmPilot]] and Apple's own [[iPhone]] and [[iPad]] in the future.]] By the late 1980s, Apple was developing alternative platforms to System 6, such as [[A/UX]] and [[Taligent#Pink|Pink]]. The System 6 platform itself was outdated because it was not originally built for multitasking. By the 1990s, Apple was facing competition from [[OS/2]] and [[UNIX]] vendors such as [[Sun Microsystems]]. System 6 and 7 would need to be replaced by a new platform or reworked to run on modern hardware.<ref>{{Cite web |url= http://www.roughlydrafted.com/RD/Home/B8DA34A3-333B-4204-BDF3-E74608998702.html |title=1990–1995: Hitting the Wall |access-date=August 14, 2008 |work=Roughly Drafted |archiveurl=https://web.archive.org/web/20080924063130/http://www.roughlydrafted.com/RD/Home/B8DA34A3-333B-4204-BDF3-E74608998702.html |archivedate=September 24, 2008 |url-status=live}}</ref> In 1994, Apple, [[IBM]], and [[Motorola]] formed the [[AIM alliance]] with the goal of creating a new computing platform (the [[PowerPC Reference Platform]]), which would use IBM and Motorola hardware coupled with Apple software. The AIM alliance hoped that PReP's performance and Apple's software would leave the PC far behind and thus counter Microsoft's monopoly. The same year, Apple introduced the [[Power Macintosh]], the first of many Apple computers to use Motorola's [[PowerPC]] processor.<ref>{{Cite web |url=http://www.apple-history.com/body.php?page=gallery&model=6100&performa=off&sort=date&order=ASC&range= |title=Power Macintosh 6100 |access-date=August 12, 2008}}</ref> In 1996, Spindler was replaced by [[Gil Amelio]] as CEO. Hired for his reputation as a corporate rehabilitator, Amelio made deep changes, including extensive layoffs and cost-cutting.<ref>Chaffin, Bryan. [http://www.macobserver.com/article/2001/02/06.13.shtml "Former Apple CEO Gil Amelio Lands A New CEO Job | The Mac Observer"], The Mac Observer, February 6, 2001. Retrieved August 15, 2008.</ref> After numerous failed attempts to modernize Mac OS, first with the [[Taligent|Pink]] project from 1988 and later with [[Copland (operating system)|Copland]] from 1994, Apple in 1997 purchased [[NeXT]] for its [[NeXTSTEP]] operating system and to bring Steve Jobs back.<ref>{{Cite web |title= Apple Computer, Inc. Finalizes Acquisition of NeXT Software Inc |url= http://product.info.apple.com/pr/press.releases/1997/q2/970207.pr.rel.next.html |publisher= Apple Inc. |date= February 7, 1997 |access-date= June 25, 2006 |archiveurl= https://web.archive.org/web/20010724014721/http://product.info.apple.com/pr/press.releases/1997/q2/970207.pr.rel.next.html |archivedate= July 24, 2001}}</ref> Apple was only weeks away from [[bankruptcy]] when Jobs returned.<ref>{{Cite web |first= Ben |last= Thompson |authorlink= Ben Thompson (writer) |url= https://stratechery.com/2018/apples-middle-age/ |title= Apple's Middle Age |date= February 5, 2018 |access-date= March 31, 2019 |work=[[Stratechery]]}}</ref> === 1997–2007: Return to profitability === {{Multiple image | footer = [[Power Macintosh]] is a line of Apple Macintosh [[Workstation|workstation-class]] personal computers based on various models of [[PowerPC]] microprocessors, that were developed from 1994 to 2006. | image1 = Apple Power Macintosh G5 Late 2005 02.jpg | image2 = Apple Power Macintosh G5 Late 2005 01.jpg }} The NeXT acquisition was finalized on February 9, 1997,<ref name="archive">{{Webarchive |url= https://web.archive.org/web/*/product.info.apple.com/pr/press.releases/1997/q2/970207.pr.rel.next.html |date=* |title=Apple Computer, Inc. Finalizes Acquisition of NeXT Software Inc.}}, ''Apple Inc.'', February 7, 1997. Retrieved June 25, 2006.</ref> bringing Jobs back to Apple as an advisor. On July 9, 1997, Amelio was ousted by the board of directors after overseeing a three-year record-low stock price and crippling financial losses. Jobs acted as the interim CEO and began restructuring the company's product line; it was during this period that he identified the design talent of [[Jonathan Ive]], and the pair worked collaboratively to rebuild Apple's status.<ref name="Time" /> At the August 1997 [[Macworld/iWorld|Macworld Expo]] in Boston, Jobs announced that Apple would join Microsoft to release new versions of [[Microsoft Office]] for the Macintosh, and that Microsoft had made a $150 million investment in non-voting Apple stock.<ref>[https://news.microsoft.com/1997/08/06/microsoft-and-apple-affirm-commitment-to-build-next-generation-software-for-macintosh/ Microsoft and Apple Affirm Commitment to Build Next Generation Software for Macintosh] ''[[Microsoft]]'', August 6, 1997.</ref> On November 10, 1997, Apple introduced the [[Apple Store (online)|Apple Store]] website, which was tied to a new build-to-order manufacturing strategy.<ref>{{Cite web |url= http://www.fcw.com/print/3_1/news/64412-1.html?type=pf |title=Apple gains tech, agency customers in Next deal |work=[[Federal Computer Week]] |last=Harreld |first=Heather |date=January 5, 1997 |access-date=August 15, 2008 |archiveurl= https://web.archive.org/web/20081206061012/http://www.fcw.com/print/3_1/news/64412-1.html?type=pf |archivedate=December 6, 2008}}</ref><ref>{{Cite news |url= http://www.accessmylibrary.com/coms2/summary_0286-5564882_ITM |title=Apple unveils new marketing strategy |date=November 10, 1997 |access-date=August 15, 2008 |work=[[Knight Ridder]]/[[Tribune News Service]] |url-status=dead |archiveurl= https://web.archive.org/web/20081113132409/http://www.accessmylibrary.com/coms2/summary_0286-5564882_ITM |archivedate= November 13, 2008}}</ref> On August 15, 1998, Apple introduced a new all-in-one computer reminiscent of the [[Macintosh 128K]]: the [[iMac G3|iMac]]. The iMac design team was led by Ive, who would later design the [[iPod]] and the [[iPhone]].<ref name="levgrossman">[[Lev Grossman|Grossman, Lev]]. [http://www.time.com/time/magazine/article/0,9171,1576854,00.html The Apple Of Your Ear], ''[[Time (magazine)|Time]]'', January 12, 2007. Retrieved February 1, 2007.</ref><ref>Wilson, Greg. [https://web.archive.org/web/20080228235549/http://www.nydailynews.com/news/2007/01/14/2007-01-14_private_icreator_is_genius_behind_apples.html Private iCreator is genius behind Apple's polish], ''[[New York Daily News]]'', January 14, 2007. Retrieved February 1, 2007.</ref> The iMac featured modern technology and a unique design, and sold almost 800,000 units in its first five months.<ref name="800kimacs">{{Cite web |url=http://www.ebooklyn.net/p/800000-imacs-sold-in-first-139-days.html |archiveurl=https://web.archive.org/web/20141108074139/http://www.ebooklyn.net/p/800000-imacs-sold-in-first-139-days.html |url-status=dead |archivedate=November 8, 2014 |title=800,000 iMacs Sold in First 139 Days |access-date=January 26, 2008 |author=Apple Canada Inc |date=January 5, 1999}}</ref> During this period,{{When|date=November 2014}} Apple completed numerous acquisitions to create a portfolio of digital production software for both professionals and consumers. In 1998, Apple purchased [[Macromedia]]'s Key Grip software project, signaling an expansion into the [[digital video]] editing market. The sale was an outcome of Macromedia's decision to solely focus on web development software. The product, still unfinished at the time of the sale, was renamed "[[Final Cut Pro]]" when it was launched on the retail market in April 1999.<ref>{{Cite web |title=Why Apple Bounced Back |url=http://www.roughlydrafted.com/RD/Q4.06/8F4B780E-674F-4421-A44D-7B1EAE9C1BA6.html |work=Roughly Drafted |access-date=November 8, 2014 |date=October 25, 2006}}</ref><ref>{{Cite web |title=A new beginning or swan song for Final Cut Pro X |url= http://www.grreporter.info/en/new_beginning_or_swan_song_final_cut_pro_x/9411 |website=GR Reporter |publisher=GRRreporter Ltd |access-date= November 8, 2014 |date=June 7, 2013}}</ref> The development of Key Grip also led to Apple's release of the consumer video-editing product [[iMovie]] in October 1999.<ref name="Bell">{{Cite web |author1=Matt Bell, Mark Wherry |title=APPLE/EMAGIC TAKEOVER The Inside Story Of The Deal That Changed The Music World |url=http://www.soundonsound.com/sos/sep02/articles/emagic.asp |website=Sound On Sound |publisher=SOS Publications Group |access-date=November 8, 2014 |date=September 2002 |url-status=dead |archiveurl= https://web.archive.org/web/20141108080250/https://www.soundonsound.com/sos/sep02/articles/emagic.asp |archivedate=November 8, 2014}}</ref> Next, Apple successfully acquired the German company Astarte, which had developed [[DVD authoring]] technology, as well as Astarte's corresponding products and engineering team in April 2000. Astarte's digital tool DVDirector was subsequently transformed into the professional-oriented [[DVD Studio Pro]] software product. Apple then employed the same technology to create [[iDVD]] for the consumer market.<ref name="Bell" /> In July 2001, Apple acquired Spruce Technologies, a PC DVD authoring platform, to incorporate their technology into Apple's expanding portfolio of digital video projects.<ref>{{Cite news |url= https://www.broadcastnow.co.uk/apple-to-acquire-spruce-technologies/1178648.article|title=Apple to acquire Spruce Technologies |work= Broadcast|access-date=April 6, 2018|language=en}}</ref><ref>{{Cite web|url= https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=984954|title=Spruce Technologies Inc.: Private Company Information – Bloomberg |publisher=[[Bloomberg L.P.]]|access-date=April 6, 2018}}</ref> [[SoundJam MP]], released by [[Casady & Greene]] in 1998, was renamed "[[iTunes]]" when Apple purchased it in 2000. The primary developers of the [[MP3]] player and music library software moved to Apple as part of the acquisition, and simplified SoundJam's user interface, added the ability to burn CDs, and removed its recording feature and [[skin (computing)|skin]] support.<ref>{{Cite web |first= Jonathan |last= Seff |title= The Song Is Over for SoundJam |url= https://www.macworld.com/article/1002145/11soundjam.html |website=[[Macworld]] |publisher=[[International Data Group]] |date= May 1, 2001 |access-date= December 16, 2017 |df= mdy-all}}</ref> SoundJam was Apple's second choice for the core of Apple's music software project, originally code-named iMusic,<ref>{{Cite news |first= Kasper |last= Jade |title= Apple Acquires SoundJam, Programmer for iMusic |url= https://appleinsider.com/articles/01/01/08/apple_acquires_soundjam_programmer_for_imusic |work=[[AppleInsider]] |date= January 8, 2001 |access-date= April 2, 2019 |df= mdy-all}}</ref><ref>{{Cite AV media |people=[[Steve Jobs]] |date= January 9, 2001 |title= Steve Jobs Keynote Macworld 2001 SF |trans-title= |medium= |language= English |url= https://www.youtube.com/watch?v=pICctkS12fY&t=6495 |access-date= April 2, 2019 |format=[[Stevenote]] |time= 1:48:15 |location= San Francisco |publisher=[[YouTube]] |id= |isbn= |oclc= |quote= "The digital lifestyle era, driven by applications like [[iMovie]] and our two new ones today: iMusic [sic]..." |ref= |df= mdy-all}}</ref> behind [[Panic Inc.|Panic's]] [[Audion (software)|Audion]].<ref name=sasser /> Apple was not able to set up a meeting with Panic in time to be fully considered as the latter was in the middle of similar negotiations with [[AOL]].<ref name=sasser>{{Cite web |last= Sasser |first= Cabel |authorlink= Cabel Sasser |url= https://panic.com/extras/audionstory/ |title= The True Story of Audion |year= 2007 |work= panic.com |publisher=[[Panic Inc.]]}}</ref> In 2002, Apple purchased [[Nothing Real]] for their advanced digital [[compositing]] application [[Shake (software)|Shake]],<ref>Chaffin, Bryan. [http://www.macobserver.com/article/2002/02/07.6.shtml "Apple Shake: Apple Buys Nothing Real, A High End Compositing Software Maker"], ''The Mac Observer'', February 7, 2002. Retrieved August 15, 2008.</ref> as well as [[Emagic]] for the music productivity application [[Logic Pro|Logic]]. The purchase of Emagic made Apple the first computer manufacturer to own a music software company. The acquisition was followed by the development of Apple's consumer-level [[GarageBand]] application.<ref>{{Cite web |first=Andy |last=Deitrich |title=Garage Band |url=https://arstechnica.com/features/2004/02/garageband/ |website=[[Ars Technica]] |date=February 2, 2004 |access-date=March 23, 2017}}</ref> The release of [[iPhoto]] in the same year completed the [[iLife]] suite.<ref>[https://web.archive.org/web/20151030021825/https://www.apple.com/pr/library/2002/01/07Apple-Introduces-iPhoto.html Apple Introduces iPhoto], Apple Inc., January 7, 2002. Retrieved October 30, 2015.</ref> [[Mac OS X]], based on NeXT's [[NeXTSTEP]], [[OpenStep|OPENSTEP]], and [[Berkeley Software Distribution|BSD Unix]], was released on March 24, 2001, after several years of development. Aimed at consumers and professionals alike, Mac OS X aimed to combine the stability, reliability, and security of [[Unix]] with the ease of use afforded by an overhauled user interface. To aid users in migrating from [[Mac OS 9]], the new operating system allowed the use of OS 9 applications within Mac OS X via the [[Classic Environment]].<ref>{{Cite web |title=An Exclusive Look at Mac OS 9 |url=http://eggfreckles.net/notes/an-exclusive-look-at-mac-os-9/ |website=Egg Freckles |publisher=Egg Freckles |access-date=March 23, 2014 |date=February 24, 2014 |archiveurl= https://web.archive.org/web/20120229010157/http://www.eggfreckles.net/notes/an-exclusive-look-at-mac-os-9/ |archivedate=February 29, 2012}}</ref> On May 19, 2001, Apple opened its first official eponymous [[Apple Store (retail)|retail stores]] in Virginia and California.<ref>{{Cite web |url=http://www.ifoapplestore.com/stores/chronology_2001-2003.html |title=Apple Stores 2001–2003 |publisher=IFO Apple Store |access-date=October 7, 2011 |url-status=dead |archiveurl= https://web.archive.org/web/20110927210608/http://www.ifoapplestore.com/stores/chronology_2001-2003.html |archivedate=September 27, 2011}}</ref> On October 23 of the same year, Apple debuted the [[iPod]] portable digital audio player. The product, which was first sold on November 10, 2001, was phenomenally successful with over 100 million units sold within six years.<ref>[http://news.bbc.co.uk/2/hi/business/4625262.stm Apple enjoys ongoing iPod demand], [[BBC News]], January 18, 2006. Retrieved April 27, 2007.</ref><ref>Cantrell, Amanda. [https://money.cnn.com/2006/03/29/technology/apple_anniversary/ Apple's remarkable comeback story], [[CNN]], March 29, 2006. Retrieved March 2, 2007.</ref> In 2003, Apple's [[iTunes Store]] was introduced. The service offered online [[music download]]s for $0.99 a song and integration with the iPod. The iTunes Store quickly became the market leader in online music services, with over five billion downloads by June 19, 2008.<ref>{{Cite web |first=Marc |last=Chacksfield |title=iTunes hits 5 billion downloads |url=http://www.techradar.com/news/internet/itunes-hits-5-billion-downloads-397997 |website=[[TechRadar]] |publisher=[[Future plc]] |date=June 19, 2008 |access-date=May 24, 2017}}</ref><ref>{{Cite web |first=Jon |last=Skillings |title= Apple's iTunes hits 5 billion mark |url=https://www.cnet.com/news/apples-itunes-hits-5-billion-mark/ |website=[[CNET]] |date=June 19, 2008 |access-date=May 24, 2017}}</ref> Two years later, the iTunes Store was the world's largest music retailer.<ref>{{Cite news |first=Brandon |last=Griggs |first2=Todd |last2=Leopold |title=How iTunes changed music, and the world |url= http://edition.cnn.com/2013/04/26/tech/web/itunes-10th-anniversary/ |publisher=[[CNN]] |date=April 26, 2013 |access-date=May 24, 2017}}</ref><ref>{{Cite web |first=Charles |last=Arthur |title=iTunes is 10 years old today. Was it the best idea Apple ever had? |url= https://www.theguardian.com/technology/2013/apr/28/itunes-10-years-old-best-idea-apple-ever-had |website=[[The Guardian]] |date=April 28, 2013 |access-date=May 24, 2017}}</ref> ==== Intel transition and financial stability ==== {{Main|Mac transition to Intel processors}} [[File:MacBook Pro.jpg|thumb|The [[MacBook Pro]], Apple's first laptop with an [[Intel]] microprocessor, introduced in 2006.]] At the [[Worldwide Developers Conference]] keynote address on June 6, 2005, Jobs announced that Apple would begin producing [[Intel]]-based Mac computers in 2006.<ref name="printel">[https://www.apple.com/newsroom/2005/06/06Apple-to-Use-Intel-Microprocessors-Beginning-in-2006/ Apple to Use Intel Microprocessors Beginning in 2006], Apple Inc., June 6, 2005. Retrieved March 2, 2007.</ref> On January 10, 2006, the new [[MacBook Pro]] and [[iMac]] became the first Apple computers to use Intel's [[Core Duo]] CPU. By August 7, 2006, Apple made the transition to Intel chips for the entire Mac product line—over one year sooner than announced.<ref name="printel" /> The Power Mac, iBook, and PowerBook brands were retired during the transition; the [[Mac Pro]], [[MacBook]], and MacBook Pro became their respective successors.<ref>{{Cite web |first= Bobbie |last= Johnson |title= Bye-bye Power Mac... hello Mac Pro |url= https://www.theguardian.com/technology/2006/aug/10/applemacs.guardianweeklytechnologysection |website=[[The Guardian]] |date= August 10, 2006 |access-date= March 23, 2017}}</ref><ref>{{Cite web |url= https://www.apple.com/newsroom/2006/05/16Apple-Unveils-New-MacBook-Featuring-Intel-Core-Duo-Processors/ |title= Apple Unveils New MacBook Featuring Intel Core Duo Processors |date= May 16, 2006 |publisher= Apple Inc.}}</ref> On April 29, 2009, ''[[The Wall Street Journal]]'' reported that Apple was building its own team of engineers to design microchips.<ref>{{Cite news |url= https://www.wsj.com/articles/SB124104666426570729 |title= In Major Shift, Apple Builds Its Own Team to Design Chips |work=[[The Wall Street Journal]] |date= April 30, 2009 |url-access= subscription}}</ref> Apple also introduced [[Boot Camp (software)|Boot Camp]] in 2006 to help users install [[Windows XP]] or [[Windows Vista]] on their Intel Macs alongside Mac OS X.<ref>{{Cite news |url= https://www.bloomberg.com/bw/stories/2006-04-04/news-flash-apple-introduces-boot-camp-to-run-windows-xp-on-macs |title= News Flash: Apple Introduces 'Boot Camp' To Run Windows XP on Macs |date= April 5, 2006 |first= Arik |last= Hesseldahl |work=[[BusinessWeek]] |publisher=[[Bloomberg L.P.]] |access-date= August 18, 2008}}</ref> Apple's success during this period was evident in its [[stock price]]. Between early 2003 and 2006, the price of Apple's stock increased more than tenfold, from around $6 per share ([[split-adjusted]]) to over $80.<ref>{{Cite web|url=https://www.cnbc.com/2018/08/02/if-you-invested-1000-dollars-in-apple-10-years-ago-youd-have-this-now.html|title=If you invested $1,000 in Apple 10 years ago, here's how much you'd have now|last=Martin|first=Shawn M. Carter,Emmie|date=August 2, 2018|website=CNBC|language=en|access-date=April 5, 2020}}</ref> When Apple surpassed [[Dell]]'s [[market cap]] in January 2006,<ref name="modell">Gamet, Jeff (January 16, 2006). [http://www.macobserver.com/stockwatch/2006/01/16.1.shtml Apple Passes Dell's Market Cap], ''The MacObserver''. Retrieved March 2, 2007.</ref> Jobs sent an email to Apple employees saying Dell's CEO [[Michael Dell]] should eat his words.<ref>{{Cite news |first= John |last= Markoff |authorlink= John Markoff |title= Michael Dell Should Eat His Words, Apple Chief Suggests |url= https://www.nytimes.com/2006/01/16/technology/michael-dell-should-eat-his-words-apple-chief-suggests.html |work=[[The New York Times]] |date= January 16, 2006 |access-date= April 3, 2019}}</ref> Nine years prior, Dell had said that if he ran Apple he would "shut it down and give the money back to the shareholders".<ref>{{Cite web |first= Jai |last= Singh |title= Dell: Apple should close shop |url= https://www.cnet.com/news/dell-apple-should-close-shop/ |website=[[CNET]] |date= October 6, 1997 |access-date= March 23, 2017}}</ref> Although Apple's [[market share]] in computers had grown, it remained far behind its competitor [[Microsoft Windows]], accounting for about 8% of desktops and laptops in the US.{{When|date=April 2019}}{{Citation needed|date=February 2013}} Since 2001, Apple's design team has progressively abandoned the use of translucent colored plastics first used in the [[iMac G3]]. This design change began with the [[titanium]]-made [[PowerBook]] and was followed by the [[iBook]]'s white [[polycarbonate]] structure and the flat-panel [[iMac]].<ref>[http://www.accessmylibrary.com/coms2/summary_0286-10738727_ITM "Apple revamps iBook. Network World (May, 2001)"], Network World, May 2, 2001. Retrieved August 19, 2008. {{Webarchive |url= https://web.archive.org/web/20090101074211/http://www.accessmylibrary.com/coms2/summary_0286-10738727_ITM |date= January 1, 2009}}</ref><ref>Magee, Mike (January 26, 2002). [http://www.theinquirer.net/inquirer/news/1013993/imac-all-in-one-is-a-trinity "iMac "All-in-One" is a trinity"], ''[[The Inquirer]]''. Retrieved August 19, 2008.</ref> === 2007–2011: Success with mobile devices === [[File:First iPhone Macworld 2007 DSCF1283.agr.jpg|thumb|Newly announced iPhone on display at the 2007 [[MacWorld Expo]]]] During his keynote speech at the Macworld Expo on January 9, 2007, Jobs announced that Apple Computer, Inc. would thereafter be known as "Apple Inc.", because the company had shifted its emphasis from computers to consumer electronics.<ref>{{Cite news |title= Drop the Computer |url= https://www.economist.com/node/8521960 |website=[[The Economist]] |publisher=[[Economist Group]] |date= January 11, 2007 |access-date= May 24, 2017}}</ref><ref>{{Cite news |title= What's In A Name Change? Look At Apple |url= https://www.forbes.com/2007/01/25/apple-microsoft-motorola-ent-sales-cx_kw_0125wharton.html |website=[[Forbes]] |date= January 25, 2007 |access-date= May 24, 2017}}</ref> This event also saw the announcement of the [[iPhone]]<ref>{{Cite web |title= Apple Announces The iPhone |url= https://www.macrumors.com/2007/01/09/apple-announces-the-iphone/ |website=[[MacRumors]] |date= January 9, 2007 |access-date= May 24, 2017}}</ref><ref>{{Cite news |first= Michael |last= Arrington |authorlink= Michael Arrington |title= Apple Announces iPhone, Stock Soars |url= https://techcrunch.com/2007/01/09/apple-announces-iphone-stock-soars/ |website=[[TechCrunch]] |publisher=[[AOL]] |date= January 9, 2007 |access-date= May 24, 2017}}</ref> and the [[Apple TV]].<ref>{{Cite web |title= Apple Announces Apple TV (Formerly 'iTV') |url= https://www.macrumors.com/2007/01/09/apple-announces-apple-tv-formerly-itv/ |website=[[MacRumors]] |date= January 9, 2007 |access-date= May 24, 2017}}</ref><ref name="living Room">{{Cite web |title= Apple TV Coming to Your Living Room |url= https://www.apple.com/newsroom/2007/01/09Apple-TV-Coming-to-Your-Living-Room/ |publisher= Apple Inc. |date= January 9, 2007 |access-date= May 24, 2017}}</ref> The company sold 270,000 iPhone units during the first 30 hours of sales,<ref>{{Cite web |first= Paul |last= Miller |title= Apple sold 270,000 iPhones in the first 30 hours |url= https://www.engadget.com/2007/07/25/apple-sold-270-000-iphones-in-the-first-30-hours/ |website=[[Engadget]] |date= July 25, 2007 |access-date= May 24, 2017}}</ref> and the device was called "a game changer for the industry".<ref>{{Cite web |first= Akin |last= Oyedele |title= Here's how Apple shares do right after the new iPhone launches |url= http://www.businessinsider.com/apple-stock-after-iphone-launches-2016-3 |website=[[Business Insider]] |date= March 21, 2016 |access-date= May 24, 2017}}</ref> Apple would achieve widespread success with its iPhone, [[iPod Touch]], and [[iPad]] products, which introduced innovations in [[mobile phone]]s, [[portable music player]]s, and [[personal computer]]s respectively.<ref>{{Cite web |url= http://www.benzinga.com/tech/14/09/4837568/apple-watch-shows-innovation-is-back |title= Apple Inc. Watch Shows 'Innovation Is Back' |website= Benzinga |access-date= October 10, 2014 |date= September 9, 2014}}</ref> Furthermore, by early 2007, 800,000 Final Cut Pro users were registered.<ref>{{Cite web |first= Greg |last= Sandoval |title= Apple exhibits Final Cut Studio 2 |url= https://www.cnet.com/news/apple-exhibits-final-cut-studio-2/ |website=[[CNET]] |date= April 16, 2007 |access-date= March 23, 2017}}</ref> In an article posted on Apple's website on February 6, 2007, Jobs wrote that Apple would be willing to sell music on the iTunes Store without [[digital rights management]] (DRM), thereby allowing tracks to be played on third-party players, if record labels would agree to drop the technology.<ref>{{Cite web |first= Ryan |last= Block |authorlink= Ryan Block |title= A letter from Steve Jobs on DRM: let's get rid of it |url= https://www.engadget.com/2007/02/06/a-letter-from-steve-jobs-on-drm-lets-get-rid-of-it/ |website=[[Engadget]] |publisher=[[AOL]] |date= February 6, 2007 |access-date= March 23, 2017}}</ref> On April 2, 2007, Apple and [[EMI]] jointly announced the removal of DRM technology from EMI's catalog in the iTunes Store, effective in May 2007.<ref>{{Cite web |url= https://www.macworld.com/article/57098/2007/04/drmfree.html |title= Apple, EMI offer higher-quality DRM free downloads |website=[[Macworld]] |date= April 2, 2007 |access-date= November 29, 2010 |last= Dalrymple |first= Jim}}</ref> Other record labels eventually followed suit and Apple published a press release in January 2009 to announce that all songs on the iTunes Store are available without their [[FairPlay]] DRM.<ref>{{Cite web |title= Changes Coming to the iTunes Store |url= https://www.apple.com/newsroom/2009/01/06Changes-Coming-to-the-iTunes-Store/ |publisher= Apple Inc. |access-date= March 23, 2014 |date= January 6, 2009}}</ref> In July 2008, Apple launched the [[App Store (iOS)|App Store]] to sell third-party applications for the [[iPhone]] and [[iPod Touch]].<ref>{{Cite news |last= Flandez |first= Raymund |url= https://www.wsj.com/articles/SB121789232442511743 |title= Programmers Jockey for iPhone Users at Apple Site |work=[[The Wall Street Journal]] |date= August 5, 2008 |access-date= August 16, 2008 |url-access= subscription}}</ref> Within a month, the store sold 60 million applications and registered an average daily revenue of $1 million, with Jobs speculating in August 2008 that the App Store could become a billion-dollar business for Apple.<ref>{{Cite web |url= http://www.crn.com/software/210002313 |title= Apple's Jobs Gushes Over App Store Success |date= August 11, 2008 |publisher= The Channel Wire |last= McLaughlin |first= Kevin |archiveurl= https://web.archive.org/web/20100301213959/http://crn.com/software/210002313 |archivedate= March 1, 2010 |access-date= August 16, 2008}}</ref> By October 2008, Apple was the third-largest mobile handset supplier in the world due to the popularity of the iPhone.<ref>{{Cite web|url= https://www.wired.com/epicenter/2008/10/with-iphone-app/ |title= Jobs: Apple Is Third Largest Handset Supplier |last= Chen |first= Brian |work=[[Wired (magazine)|Wired]] |date= October 21, 2008 |access-date= March 23, 2014}}</ref> On December 16, 2008, Apple announced that 2009 would be the last year the corporation would attend the Macworld Expo, after more than 20 years of attendance, and that senior vice president of Worldwide Product Marketing [[Phil Schiller]] would deliver the 2009 keynote address in lieu of the expected Jobs. The official press release explained that Apple was "scaling back" on trade shows in general, including [[Macworld Tokyo]] and the [[Apple Expo]] in [[Paris]], France, primarily because the enormous successes of the Apple Retail Stores and website had rendered trade shows a minor promotional channel.<ref>{{Cite web |title= Chunkier Sidekick to Replace Jobs at Macworld |url= http://doeswhat.com/2008/12/16/chunkier-sidekick-to-replace-jobs-at-macworld/ |publisher= DoesWhat |access-date= March 23, 2014 |date= December 16, 2008}}</ref><ref>{{Cite press release |title= Apple Announces Its Last Year at Macworld |url= https://www.apple.com/newsroom/2008/12/16Apple-Announces-Its-Last-Year-at-Macworld/ |publisher= Apple Inc. |access-date= March 23, 2014 |date= December 16, 2008}}</ref> On January 14, 2009, Jobs announced in an internal memo that he would be taking a six-month medical [[leave of absence]] from Apple until the end of June 2009 and would spend the time focusing on his health. In the email, Jobs stated that "the curiosity over my personal health continues to be a distraction not only for me and my family, but everyone else at Apple as well", and explained that the break would allow the company "to focus on delivering extraordinary products".<ref>{{Cite press release |title= Apple Media Advisory |url= https://www.apple.com/newsroom/2009/01/14Apple-Media-Advisory/ |publisher= Apple Inc. |access-date= March 23, 2014 |first= Steve |last= Jobs |authorlink= Steve Jobs |date= January 14, 2009}}</ref> Though Jobs was absent, Apple recorded its best non-holiday quarter (Q1 FY 2009) during the [[late-2000s recession|recession]] with revenue of $8.16 billion and profit of $1.21 billion.<ref name="Apple-Inc-Apr-2009-10-Q">{{Cite web |url= http://edgar.secdatabase.com/2508/119312509085781/filing-main.htm |title=Apple Inc, Form 10-Q, Quarterly Report, Filing Date Apr 23, 2009 |publisher= secdatabase.com |access-date= March 8, 2013}}</ref><ref>{{Cite web |url= http://www.betanews.com/article/Apple-reports-the-best-nonholiday-quarter-in-its-history/1240433273 |title= Apple reports the best non-holiday quarter in its history |publisher=[[Betanews]] |date= April 22, 2009 |access-date= November 22, 2010}}</ref> After years of speculation and multiple rumored "leaks", Apple unveiled a large screen, tablet-like media device known as the [[iPad]] on January 27, 2010. The iPad ran the same touch-based operating system as the iPhone, and all iPhone apps were compatible with the iPad. This gave the iPad a large app catalog on launch, though having very little development time before the release. Later that year on April 3, 2010, the iPad was launched in the US. It sold more than 300,000 units on its first day, and 500,000 by the end of the first week.<ref>{{Cite news |url= https://www.reuters.com/article/us-apple-ipad/apple-ipad-reaches-1-million-sales-faster-than-iphone-idUSTRE64002T20100503 |title= Apple iPad reaches 1 million sales faster than iPhone |work=[[Reuters]] |access-date= September 10, 2018 |language= en-US}}</ref> In May of the same year, Apple's market cap exceeded that of competitor Microsoft for the first time since 1989.<ref>{{Cite news |url= http://news.bbc.co.uk/1/hi/business/10168684.stm |title= Apple passes Microsoft to be biggest tech company |date= May 27, 2010 |access-date= May 29, 2010 |work=[[BBC News]] |archiveurl= https://web.archive.org/web/20100529063247/http://news.bbc.co.uk/1/hi/business/10168684.stm |archivedate= May 29, 2010 |url-status=live}}</ref> In June 2010, Apple released the [[iPhone 4]],<ref>{{Cite press release |url= https://www.apple.com/newsroom/2010/06/07Apple-Presents-iPhone-4/ |title= Apple Presents iPhone 4 |publisher= Apple Inc. |archiveurl= https://web.archive.org/web/20110903135840/http://www.apple.com/pr/library/2010/06/07Apple-Presents-iPhone-4.html |archivedate= September 3, 2011 |url-status=live}}</ref><ref>{{Cite news |url= https://www.telegraph.co.uk/technology/apple/7849655/Apple-iPhone-4-Full-review.html |work=[[The Daily Telegraph|The Telegraph]] |title= Apple iPhone 4: Full review |last= Beaumont |first= Claudine |date= June 24, 2010 |access-date= September 10, 2018 |language= en-GB |issn= 0307-1235}}</ref> which introduced [[video calling]], [[computer multitasking|multitasking]], and a new [[electrical insulation|uninsulated]] [[stainless steel]] design that acted as the phone's antenna. Later that year, Apple again refreshed its iPod line of MP3 players by introducing a [[multi-touch]] [[iPod Nano]], an [[iPod Touch]] with [[FaceTime]], and an [[iPod Shuffle]] that brought back the [[clickwheel]] buttons of earlier generations.<ref>{{Cite web |first= Joshua |last= Topolsky |authorlink= Joshua Topolsky |title= iPod touch review (2010) |url= https://www.engadget.com/2010/09/07/ipod-touch-review-2010/ |website=[[Engadget]] |publisher=[[AOL]] |date= September 7, 2010 |access-date= March 23, 2017}}</ref><ref>{{Cite press release |url= https://www.apple.com/newsroom/2010/09/01Apple-Reinvents-iPod-nano-With-Multi-Touch-Interface/ |title= Apple Reinvents iPod nano With Multi-Touch Interface |publisher= Apple Inc. |date= September 1, 2010 |access-date= November 11, 2010 |archiveurl= https://web.archive.org/web/20101115202127/http://www.apple.com/pr/library/2010/09/01ipodnano.html |archivedate= November 15, 2010 |url-status=live}}</ref><ref>{{Cite web |first= Donald |last= Bell |title= Apple iPod Shuffle 2010 (2GB) review |url= https://www.cnet.com/reviews/apple-ipod-shuffle-2010-2gb-review/ |website=[[CNet]] |date= September 7, 2010 |access-date= April 4, 2019}}</ref> It also introduced the smaller, cheaper second generation Apple TV which allowed renting of movies and shows.<ref name="yahoo1">{{Cite news |url= https://news.yahoo.com/s/ap/20100901/ap_on_hi_te/us_tec_apple |title= Apple unveils new TV box for renting movies, shows |work=[[Yahoo! News]] |publisher=[[Yahoo!]] |first= Jessica |last= Mintz |first2= Jordan |last2= Robertson |access-date= September 2, 2010 |archiveurl= https://web.archive.org/web/20100902211653/https://news.yahoo.com/s/ap/20100901/ap_on_hi_te/us_tec_apple |archivedate= September 2, 2010}}</ref> In October 2010, Apple shares hit an all-time high, eclipsing $300 (~$43 [[split adjusted]]).<ref>{{Cite web |first= Adam |last= Ostrow |title= Apple Shares Hit $300 |url= http://mashable.com/2010/10/13/apple-shares-hit-300/ |website=[[Mashable]] |publisher=[[AOL]] |date= October 13, 2010 |access-date= April 18, 2017}}</ref> Later that month, Apple updated the [[MacBook Air]] laptop, [[iLife]] suite of applications, and unveiled [[Mac OS X Lion]],<ref>{{Cite web |first= Chloe |last= Albanesius |title= Apple Unveils iLife 11 with New iPhoto, iMovie, GarageBand |url= https://www.pcmag.com/article2/0,2817,2371168,00.asp |website=[[PC Magazine]] |publisher=[[Ziff Davis]] |date= October 20, 2010 |access-date= April 18, 2017}}</ref><ref>{{Cite news |first= Gabriel |last= Madway |title= Apple shows off iPad-inspired Mac laptop |url= https://www.reuters.com/article/us-apple-idUSTRE69J4N220101020 |work=[[Reuters]] |date= October 20, 2010 |access-date= April 18, 2017}}</ref> the last version with the name [[Mac OS X]].{{Citation needed|date=April 2019}} On January 6, 2011, the company opened its [[Mac App Store]], a digital software distribution platform similar to the iOS App Store.<ref name="1-6-10-PCMAG-MACAPPSTORE">{{Cite news |url= https://www.pcmag.com/article2/0,2817,2375320,00.asp |title= Apple's Mac App Store: Hands On |date= January 6, 2011 |work=[[PC Magazine]] |publisher=[[Ziff Davis]] |first= Michael |last= Muchmore |access-date= January 6, 2011}}</ref> On January 17, 2011, Jobs announced in an internal Apple memo that he would take another medical leave of absence for an indefinite period to allow him to focus on his health. Chief Operating Officer [[Tim Cook]] assumed Jobs's day-to-day operations at Apple, although Jobs would still remain "involved in major strategic decisions".<ref name="JobsLeave2011">{{Cite news |url= https://www.bbc.co.uk/news/technology-12205173 |title= Apple boss Steve Jobs takes 'medical leave' |work=[[BBC News]] |date= January 17, 2011 |access-date= January 17, 2011 |archiveurl= https://web.archive.org/web/20110119050439/http://www.bbc.co.uk/news/technology-12205173 |archivedate= January 19, 2011 |url-status=live}}</ref> Apple became the most valuable consumer-facing brand in the world.<ref>{{Cite web |first= Lauren |last= Indvik |url= http://mashable.com/2011/05/09/apple-google-brandz-study |title= Apple Now World's Most Valuable Brand |work=[[Mashable]] |date= May 9, 2011 |access-date= October 7, 2011}}</ref> In June 2011, Jobs surprisingly took the stage and unveiled [[iCloud]], an online storage and syncing service for music, photos, files, and software which replaced [[MobileMe]], Apple's previous attempt at content syncing.<ref>{{Cite news |last= Helft |first= Miguel |title= Apple Unveils a 'Cloud' Music and Storage Service |work=[[The New York Times]] |date= June 6, 2011 |url= https://www.nytimes.com/2011/06/07/technology/07apple.html |access-date= June 7, 2011}}</ref> This would be the last product launch Jobs would attend before his death. Alongside peer entities such as [[Atari]] and [[Cisco Systems]], Apple was featured in the documentary ''[[Something Ventured (film)|Something Ventured]]'', which premiered in 2011 and explored the three-decade era that led to the establishment and dominance of [[Silicon Valley]].<ref>{{Cite news |first= Michael |last= Cieply |title= A Film About Capitalism, and (Surprise) It's a Love Story |url= https://www.nytimes.com/2011/03/08/business/media/08film.html |access-date= November 8, 2014 |work=[[The New York Times]] |date= March 7, 2011}}</ref> It has been argued that Apple has achieved such efficiency in its supply chain that the company operates as a [[monopsony]] (one buyer with many sellers) and can dictate terms to its suppliers.<ref>{{Cite web |first= Pascal-Emmanuel |last= Gobry |date= July 4, 2011 |url= http://www.businessinsider.com/apple-supply-chain-2011-7 |title= Apple's Exclusive Supply Chain Of Advanced Technology Is Literally Years Ahead Of Anyone Else On The Planet |website=[[Business Insider]] |access-date= October 7, 2011}}</ref><ref>{{Cite web|url= http://tech.fortune.cnn.com/2011/07/05/how-apple-became-a-monopsonist/ |title= How Apple became a monopsonist – Apple 2.0 |last= Elmer |first= Philip |date= July 5, 2011 |work=[[Fortune (magazine)|Fortune]] |publisher=[[CNN]] |archiveurl= https://web.archive.org/web/20140203140149/http://tech.fortune.cnn.com/2011/07/05/how-apple-became-a-monopsonist |archivedate= February 3, 2014 |via= |access-date= October 7, 2011 |url-status=dead |df= mdy-all}}</ref><ref name="supply">{{Cite news |title= Apple's Supply-Chain Secret? Hoard Lasers |url= http://www.businessweek.com/magazine/apples-supplychain-secret-hoard-lasers-11032011.html |access-date= November 4, 2011 |publisher=[[Bloomberg L.P.]] |work=[[BusinessWeek]] |archiveurl= https://www.webcitation.org/62xFMYuc3?url=http://www.businessweek.com/printer/magazine/apples-supplychain-secret-hoard-lasers-11032011.html |archivedate= November 4, 2011 |quote= The iPhone maker spends lavishly on all stages of the manufacturing process, giving it a huge operations advantage |url-status=live}}</ref> In July 2011, due to the [[United States debt-ceiling crisis of 2011|American debt-ceiling crisis]], Apple's financial reserves were briefly larger than those of the [[Federal government of the United States|U.S. Government]].<ref>{{Cite news |url= https://www.bbc.co.uk/news/technology-14340470 |title= Apple holding more cash than USA |work=[[BBC News]] |date= July 29, 2011 |access-date= October 7, 2011}}</ref> On August 24, 2011, Jobs resigned his position as CEO of Apple.<ref>{{Cite web|last= Primack |first= Doug |title= Fallen Apple: Steve Jobs resigns |url= http://finance.fortune.cnn.com/2011/08/24/fallen-apple-steve-jobs-resigns/ |work=[[Fortune (magazine)|Fortune]] |archiveurl= https://web.archive.org/web/20110926040400/http://finance.fortune.cnn.com/2011/08/24/fallen-apple-steve-jobs-resigns/ |url-status=dead |archivedate= September 26, 2011 |access-date= August 24, 2011 |publisher=[[CNN]]}}</ref> He was replaced by Cook and Jobs became Apple's chairman. Apple did not have a chairman at the time<ref>{{Cite news|last=Olivarez-Giles|first=Nathan|url=https://latimesblogs.latimes.com/technology/2011/08/steve-jobs-apple-chairman.html|title=What does Steve Jobs' chairman role mean for Apple?|date=August 24, 2011|work=Los Angeles Times|access-date=April 11, 2020|url-status=live|last2=Suh Lauder|first2=Thomas}}</ref> and instead had two co-lead directors, [[Andrea Jung]] and [[Arthur D. Levinson]],<ref>{{Cite news|last=Foresman|first=Chris|url=https://arstechnica.com/gadgets/2011/11/genetechs-levinson-now-apple-chairman-disneys-iger-joins-the-board/|title=Genentech's Levinson replaces Steve Jobs as Apple chairman|date=November 15, 2011|work=ars technica|access-date=April 11, 2020|url-status=live}}</ref> who continued with those titles until Levinson replaced Jobs as chairman of the board in November after Jobs' death.<ref>{{Cite web |url= http://www.ethiopianreview.com/index/20113/?p=25598 |title= Meet Apple's Board of Directors |website=[[Ethiopian Review]] |date= August 25, 2011 |access-date= October 7, 2011 |url-status=dead |archiveurl= https://web.archive.org/web/20120928000035/http://www.ethiopianreview.com/index/20113/?p=25598 |archivedate= September 28, 2012}}</ref> === 2011–present: Post–Steve Jobs era; Tim Cook leadership === {{Update|section|date=June 2020|reason=Missing information about the company history}} On October 5, 2011, Steve Jobs died, marking the end of an era for Apple.<ref>{{Cite web |first=Brandon |last=Griggs |title=Steve Jobs, Apple founder, dies |url=http://edition.cnn.com/2011/10/05/us/obit-steve-jobs/index.html |publisher=[[CNN]] |date=October 6, 2011 |access-date=March 27, 2017}}</ref><ref>{{Cite web |first=Ken |last=Hess |title=October 5th, 2011. The day Apple died |url=https://www.zdnet.com/article/october-5th-2011-the-day-apple-died/ |website=[[ZDNet]] |publisher=[[CBS Interactive]] |date=October 5, 2011 |access-date=March 27, 2017}}</ref> The first major product announcement by Apple following Jobs's passing occurred on January 19, 2012, when Apple's [[Phil Schiller]] introduced iBooks Textbooks for iOS and iBook Author for Mac OS X in New York City.<ref>{{Cite press release |url=https://www.apple.com/newsroom/2012/01/19Apple-Reinvents-Textbooks-with-iBooks-2-for-iPad/ |title=Apple Reinvents Textbooks with iBooks 2 for iPad – New iBooks Author Lets Anyone Create Stunning iBooks Textbooks |publisher=Apple Inc. |date=January 19, 2012 |access-date=February 22, 2012}}</ref> Jobs had stated in his biography that he wanted to reinvent the [[textbook]] industry and education.<ref>{{Cite web|url=https://www.insidehighered.com/blogs/hack-higher-education/steve-jobs-plans-disrupt-textbook-industry-how-disruptive-were-they|title=Steve Jobs' Plans to Disrupt the Textbook Industry. How Disruptive Were They? {{!}} Inside Higher Ed|website=www.insidehighered.com|access-date=November 10, 2017}}</ref> From 2011 to 2012, Apple released the [[iPhone 4S]]<ref>{{Cite web |first=Chris |last=Ziegler |title=iPhone 4S announced, available October 14th starting at $199 |url=https://www.theverge.com/apple/2011/10/4/2470139/iphone-4s-announced-available-october-14th-starting-at-199 |website=[[The Verge]] |date=October 4, 2011 |access-date=March 23, 2017}}</ref><ref>{{Cite web |first=Ben |last=Parr |title=Apple Announces iPhone 4S |url=http://mashable.com/2011/10/04/apple-iphone-4s/ |website=[[Mashable]] |date=October 4, 2011 |access-date=March 23, 2017}}</ref> and [[iPhone 5]],<ref>{{Cite web |first=Vlad |last=Savov |title=Apple announces 4-inch iPhone 5 with LTE, Lightning connector, September 21st release date |url=https://www.theverge.com/2012/9/12/3316830/iphone-5-release-date-specs-features-price-announcement |website=[[The Verge]] |date=September 12, 2012 |access-date=March 23, 2017}}</ref><ref>{{Cite web |first=Anand Lal |last=Shimpi |title=Apple iPhone 5: Announced |url=http://www.anandtech.com/show/6280/apple-iphone-5-announced |website=[[AnandTech]] |publisher=[[Purch Group]] |date=September 12, 2012 |access-date=March 23, 2017}}</ref> which featured improved cameras, an [[Intelligent personal assistant|intelligent software assistant]] named [[Siri]], and cloud-synced data with iCloud; the [[iPad (third generation)|third]] and [[iPad (fourth generation)|fourth]] generation iPads, which featured [[Retina Display|Retina displays]];<ref>{{Cite news |url= https://www.wsj.com/articles/SB10001424052702304459804577281472610072322 |title= New iPad: a Million More Pixels Than HDTV |work=[[The Wall Street Journal]] |date= March 15, 2012 |access-date= March 15, 2012 |last= Mossberg |first= Walter |authorlink= Walter Mossberg |url-access= subscription}}</ref><ref>{{Cite web |first=Josh |last=Lowensohn |title=Apple iPad live blog (Wednesday, March 7) |url=https://www.cnet.com/news/apple-ipad-live-blog-wednesday-march-7/ |website=[[CNET]] |date=March 7, 2012 |access-date=March 23, 2017}}</ref><ref name="Lightning strikes again" /> and the [[iPad Mini]], which featured a 7.9-inch screen in contrast to the iPad's 9.7-inch screen.<ref name="mini" /> These launches were successful, with the iPhone 5 (released September 21, 2012) becoming Apple's biggest iPhone launch with over two million pre-orders<ref>{{Cite web |first=Scott |last=Stein |title=Apple iPhone 5 review |url=https://www.cnet.com/uk/products/apple-iphone-5/review/ |website=[[CNET]] |date=October 5, 2012 |access-date=March 23, 2017}}</ref> and sales of three million iPads in three days following the launch of the iPad Mini and fourth generation iPad (released November 3, 2012).<ref>{{Cite press release | title=Apple Sells Three Million iPads in Three Days | publisher=Apple Inc. | date=November 5, 2012 | url=https://www.apple.com/newsroom/2012/11/05Apple-Sells-Three-Million-iPads-in-Three-Days/ | access-date=February 22, 2013}}</ref> Apple also released a third-generation 13-inch [[MacBook Pro]] with a Retina display and new [[iMac]] and [[Mac Mini]] computers.<ref name="Lightning strikes again">{{Cite web |first=Molly |last=Wood |title=The new 'new iPad': Lightning strikes again |url=https://www.cnet.com/news/the-new-new-ipad-lightning-strikes-again/ |website=[[CNET]] |date=October 23, 2012 |access-date=March 23, 2017}}</ref><ref name="mini">{{Cite news |last=Dudley-Nicholson |first=Jennifer |title=Apple unveils new iPad Mini, updated iPad and new Macs |url=http://www.heraldsun.com.au/technology/apple-prepares-to-reveal-ipad-mini/story-fn7celvh-1226501774885 |newspaper=Herald Sun |date=October 24, 2012}}</ref><ref>{{Cite web |first=Rich |last=Brown |title=Apple Mac Mini with Fusion Drive review |url=https://www.cnet.com/products/apple-mac-mini/review/ |website=[[CNET]] |date=November 11, 2013 |access-date=March 23, 2017}}</ref> On August 20, 2012, Apple's rising stock price increased the company's market capitalization to a world-record $624 billion. This beat the non-inflation-adjusted record for market capitalization set by [[Microsoft]] in 1999.<ref>{{Cite news |last=Svensson |first=Peter |title=Apple Sets Record for Company Value at $624B |url=http://hosted.ap.org/dynamic/stories/U/US_TEC_APPLE_BIGGEST_COMPANY?SITE=AP&SECTION=HOME&TEMPLATE=DEFAULT |work=[[Associated Press]] |access-date=August 20, 2012 |url-status=dead |archiveurl=https://web.archive.org/web/20120822164535/http://hosted.ap.org/dynamic/stories/U/US_TEC_APPLE_BIGGEST_COMPANY?SITE=AP&SECTION=HOME&TEMPLATE=DEFAULT |archivedate=August 22, 2012}}</ref> On August 24, 2012, a US jury ruled that Samsung should pay Apple $1.05 billion (£665m) in damages in an [[intellectual property]] lawsuit.<ref>{{Cite news |title=Apple awarded $1bn in damages from Samsung in US court |work=[[BBC News]] |url=https://www.bbc.co.uk/news/technology-19377261 |access-date=August 25, 2012 |date=August 25, 2012}}</ref> Samsung appealed the damages award, which the Court reduced by $450 million.<ref name="FOSS Patents">{{Cite web |title=Judge strikes $450 million from $1 billion damages award in Apple v. Samsung: second trial needed |publisher=FOSS Patents |url=http://www.fosspatents.com/2013/03/judge-strikes-450-million-from-1.html |access-date=March 1, 2013}}</ref> The Court further granted Samsung's request for a new trial.<ref name="FOSS Patents" /> On November 10, 2012, Apple confirmed a global settlement that would dismiss all lawsuits between Apple and HTC up to that date, in favor of a ten-year license agreement for current and future patents between the two companies.<ref>{{Cite press release | title=HTC and Apple Settle Patent Dispute | publisher=Apple Inc. | date=November 10, 2012 | url=https://www.apple.com/newsroom/2012/11/11HTC-and-Apple-Settle-Patent-Dispute/ | access-date=February 22, 2013}}</ref> It is predicted that Apple will make $280 million a year from this deal with HTC.<ref>{{Cite web |first=Don |last=Reisinger |title=Apple predicted to generate up to $280 million a year in HTC deal |url=https://www.cnet.com/news/apple-predicted-to-generate-up-to-280-million-a-year-in-htc-deal/ |website=[[CNET]] |date=November 12, 2012 |access-date=March 23, 2017}}</ref> A previously confidential email written by Jobs a year before his death was presented during the proceedings of the ''[[Apple Inc. v. Samsung Electronics Co.]]'' lawsuits and became publicly available in early April 2014. With a subject line that reads "Top 100 – A," the email was sent only to the company's 100 most senior employees and outlines Jobs's vision of Apple Inc.'s future under 10 subheadings. Notably, Jobs declares a "Holy War with Google" for 2011 and schedules a "new campus" for 2015.<ref>{{Cite news |title=The Steve Jobs email that outlined Apple's strategy a year before his death |url=http://qz.com/196005/the-steve-jobs-email-that-outlined-apples-strategy-a-year-before-his-death/ |access-date=April 7, 2014 |newspaper=[[Quartz (publisher)|Quartz]] |date=April 5, 2014 |first=Zachary M. |last=Seward}}</ref> In March 2013, Apple filed a patent for an augmented reality (AR) system that can identify objects in a live video stream and present information corresponding to these objects through a computer-generated information layer overlaid on top of the real-world image.<ref>{{Cite web|url=https://appleinsider.com/articles/13/03/19/apples-interactive-augmented-reality-system-identifies-real-world-objects-allows-screen-sharing|title=Apple's interactive augmented reality system identifies real-world objects, allows screen sharing|website=[[AppleInsider]]}}</ref> The company also made several high-profile hiring decisions in 2013. On July 2, 2013, Apple recruited [[Paul Deneve]], Belgian President and CEO of [[Yves Saint Laurent (brand)|Yves Saint Laurent]] as a vice president reporting directly to Tim Cook.<ref>{{Cite news |title=Apple hires former Yves Saint Laurent CEO for 'special projects' |url=https://www.reuters.com/article/2013/07/02/us-apple-hire-idUSBRE9611BP20130702 |access-date=August 24, 2013 |work=[[Reuters]] |date=July 2, 2013 |first=Poornima |last=Gupta}}</ref> A mid-October 2013 announcement revealed that [[Burberry]] CEO [[Angela Ahrendts]] will commence as a senior vice president at Apple in mid-2014. Ahrendts oversaw Burberry's digital strategy for almost eight years and, during her tenure, sales increased to about $3.2 billion and shares gained more than threefold.<ref>{{Cite news |title=Burberry Designer Bailey to Become CEO as Ahrendts Goes to Apple |url=https://www.bloomberg.com/news/2013-10-15/burberry-says-bailey-to-become-ceo-as-ahrendts-leaves-for-apple.html |access-date=October 15, 2013 |newspaper=[[Bloomberg L.P.]] |date=October 15, 2013 |first=Andrew |last=Roberts}}</ref> She resigned from Apple in 2019.<ref>{{Cite news |title=Apple retail chief Angela Ahrendts is leaving in April |url=https://www.theverge.com/2019/2/5/18212657/apple-retail-chief-angela-ahrendts-leaving-replacement |access-date=April 18, 2019 |newspaper=[[The Verge]] |date=February 5, 2019 |first=Jacob |last=Kastrenakes}}</ref> Alongside Google vice-president [[Vint Cerf]] and AT&T CEO [[Randall Stephenson]], Cook attended a closed-door summit held by [[President Obama]] on August 8, 2013, in regard to government surveillance and the Internet in the wake of the [[Edward Snowden]] [[global surveillance disclosures (2013–present)|NSA incident]].<ref>{{Cite web |first=Juliette |last=Garside |title=Apple, Google and AT&T meet Obama to discuss NSA surveillance concerns |url=https://www.theguardian.com/technology/2013/aug/09/nsa-surveillance-apple-google-obama |website=[[The Guardian]] |date=August 9, 2013 |access-date=March 23, 2017}}</ref><ref>{{Cite web |title=Apple's Tim Cook, tech executives meet with Barack Obama to talk surveillance |url=http://www.politico.com/story/2013/08/tim-cook-barack-obama-technology-95362.html |website=[[Politico]] |access-date=August 12, 2013 |first=Tony |last=Romm}}</ref> On February 4, 2014, Cook met with [[Abdullah Gül]], the [[President of Turkey]], in [[Ankara]] to discuss the company's involvement in the [[Fatih project]].<ref>{{Cite web |first=Dara |last=Kerr |title=Tim Cook lands in Turkey, could he be planning an iPad deal? |url=https://www.cnet.com/news/tim-cook-lands-in-turkey-could-he-be-planning-an-ipad-deal/ |website=[[CNET]] |date=February 3, 2014 |access-date=March 23, 2017}}</ref> In the first quarter of 2014, Apple reported sales of 51 million iPhones and 26 million iPads, becoming all-time quarterly sales records. It also experienced a significant year-over-year increase in Mac sales. This was contrasted with a significant drop in iPod sales.<ref>{{Cite web |first=Darrell |last=Etherington |title=Apple's 51M iPhones, 26M iPads And 4.8M Macs In Q1 2014 Set A Record, But Growth Slows |url=https://techcrunch.com/2014/01/27/apple-q1-2014-iphone-ipad-mac/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=January 27, 2014 |access-date=June 30, 2017}}</ref><ref>{{Cite web |first=Andrew |last=Cunningham |title=Apple breaks revenue, iPhone, and iPad records in Q1 of 2014 |url=https://arstechnica.com/apple/2014/01/apple-breaks-revenue-iphone-and-ipad-records-in-q1-of-2014/ |website=[[Ars Technica]] |date=January 27, 2014 |access-date=June 30, 2017}}</ref> In May 2014, the company confirmed its intent to acquire [[Dr. Dre]] and [[Jimmy Iovine]]'s audio company [[Beats Electronics]]—producer of the "Beats by Dr. Dre" line of headphones and speaker products, and operator of the music streaming service [[Beats Music]]—for $3 billion, and to sell their products through Apple's retail outlets and resellers. Iovine believed that Beats had always "belonged" with Apple, as the company modeled itself after Apple's "unmatched ability to marry culture and technology." The acquisition was the largest purchase in Apple's history.<ref>{{Cite web |first=Billy |last=Steele |title=Apple acquires Beats Electronics for $3 billion |url=https://www.engadget.com/2014/05/28/apple-acquires-beats-electronics-for-3-billion/ |website=[[Engadget]] |publisher=[[AOL]] |date=May 28, 2014 |access-date=March 23, 2017}}</ref><ref>{{Cite web |first=Chris |last=Welch |title=Apple confirms it's buying Beats for $3 billion |url=https://www.theverge.com/2014/5/28/5700530/apple-confirms-beats-acquisition |website=[[The Verge]] |date=May 28, 2014 |access-date=March 23, 2017}}</ref> Apple was at the top of [[Interbrand]]'s annual Best Global Brands report for six consecutive years; 2013,<ref>{{Cite web |title= 2013 – Previous Years – Best Global Brands – Best Brands – Interbrand |url= http://interbrand.com/best-brands/best-global-brands/previous-years/2013/ |website=[[Interbrand]] |publisher=[[Omnicom Group]] |access-date= September 3, 2016}}</ref> 2014,<ref>{{Cite web |title= 2014 – Previous Years – Best Global Brands – Best Brands – Interbrand |url= http://interbrand.com/best-brands/best-global-brands/previous-years/2014/ |website=[[Interbrand]] |publisher=[[Omnicom Group]] |access-date= September 3, 2016}}</ref> 2015,<ref>{{Cite web |title= 2015 – Previous Years – Best Global Brands – Best Brands – Interbrand |url= http://interbrand.com/best-brands/best-global-brands/previous-years/2015/ |website=[[Interbrand]] |publisher=[[Omnicom Group]] |access-date= October 8, 2016}}</ref> 2016,<ref>{{Cite web |title= Rankings – 2016 – Best Global Brands – Best Brands – Interbrand |url= http://interbrand.com/best-brands/best-global-brands/2016/ranking/ |website=[[Interbrand]] |publisher=[[Omnicom Group]] |access-date= October 8, 2016}}</ref> 2017,<ref>{{Cite web |title= Rankings – 2017 – Best Global Brands – Best Brands – Interbrand |url= https://www.interbrand.com/best-brands/best-global-brands/2017/ranking/ |website=[[Interbrand]] |publisher=[[Omnicom Group]] |access-date= April 18, 2019}}</ref> and 2018 with a valuation of $214.48 billion.<ref>{{Cite web |title= Rankings – 2018 – Best Global Brands – Best Brands – Interbrand |url= https://www.interbrand.com/best-brands/best-global-brands/2018/ranking/ |website=[[Interbrand]] |publisher=[[Omnicom Group]] |access-date= April 18, 2019}}</ref> In January 2016, it was announced that one billion Apple devices were in active use worldwide.<ref>{{Cite web |first= Nick |last= Statt |title= 1 billion Apple devices are in active use around the world |url= https://www.theverge.com/2016/1/26/10835748/apple-devices-active-1-billion-iphone-ipad-ios |website=[[The Verge]] |date= January 26, 2016 |access-date= May 24, 2017}}</ref><ref>{{Cite web |first= Joe |last= Rossignol |title= Apple Now Has Over 1 Billion Active Devices Worldwide |url= https://www.macrumors.com/2016/01/26/apple-1-billion-active-device-installed-base/ |website=[[MacRumors]] |date= January 26, 2016 |access-date= May 24, 2017}}</ref> On May 12, 2016, Apple invested $1 billion in [[DiDi]], the largest [[vehicle for hire]] company in China.<ref>{{Cite news |url=https://www.reuters.com/article/us-apple-china-idUSKCN0Y404W |title= Apple invests $1 billion in Chinese ride-hailing service Didi Chuxing |work=[[Reuters]] |date=May 13, 2016 }}</ref><ref>{{Cite news |url= https://www.nytimes.com/2016/05/13/technology/apple-puts-1-billion-in-didi-a-rival-to-uber-in-china.html |title= Apple Puts $1 Billion in Didi, a Rival to Uber in China |last= Isaac |first= Mike |date= May 12, 2016 |last2= Goel |first2= Vindu |newspaper=[[The New York Times]] | issn= 0362-4331 |access-date= May 13, 2016}}</ref><ref>{{Cite news |url=https://www.wsj.com/articles/apple-invests-1-billion-in-didi-ubers-rival-in-china-1463106590 |title=Apple Invests $1 Billion in Didi, Uber's Rival in China |last=Carew |first=Rick |date= May 13, 2016 |last2=Wakabayashi |first2= Daisuke |newspaper=[[The Wall Street Journal]] |issn=0099-9660 |access-date= May 13, 2016 |url-access= subscription}}</ref> ''[[The Information (company)|The Information]]'' reported in October 2016 that Apple had taken a board seat in Didi Chuxing,<ref>{{Cite news |first1= Amir |last1= Efrati |first2= Alfred |last2= Lee |title= Apple Took Board Seat at Didi Chuxing |url= https://www.theinformation.com/apple-took-board-seat-at-didi-chuxing |work=[[The Information (company)|The Information]] |date= October 11, 2016 |access-date= October 17, 2016}}</ref> a move that James Vincent of ''[[The Verge]]'' speculated could be a strategic company decision by Apple to get closer to the automobile industry,<ref>{{Cite news |first= James |last= Vincent |title= After investing $1 billion, Apple takes a board seat at 'China's Uber' |url= https://www.theverge.com/2016/10/12/13254622/apple-didi-chuxing-board-seat |website=[[The Verge]] |date= October 12, 2016 |access-date= March 23, 2017}}</ref> particularly Didi Chuxing's reported interest in self-driving cars.<ref>{{Cite news |first1= Brad |last1= Stone |first2= Lulu |last2= Chen |title= Uber Slayer: How China's Didi Beat the Ride-Hailing Superpower |url= https://www.bloomberg.com/features/2016-didi-cheng-wei/ |publisher=[[Bloomberg L.P.]] |date= October 6, 2016 |access-date= October 17, 2016}}</ref> On June 6, 2016, Fortune released Fortune 500, their list of companies ranked on revenue generation. In the trailing fiscal year (2015), Apple appeared on the list as the top tech company.<ref name="Top Tech Company">{{Cite web |url= https://www.yahoo.com/tech/apple-top-tech-company-fortune-132100720.html |title= Apple leads Tech Industry in Fortune 500 |last= McBride |first= Sarah |date= June 6, 2016 |website=[[Yahoo Tech]] |access-date= June 6, 2016}}</ref> It ranked third, overall, with $233 billion in revenue.<ref name="Top Tech Company" /> This represents a movement upward of two spots from the previous year's list.<ref name="Top Tech Company" /> On April 6, 2017, Apple launched [[Clips (software)|Clips]], an app that allows iPad and iPhone users to make and edit short videos with text, graphics, and effects. The app provides a way to produce short videos to share with other users on the Messages app, [[Instagram]], [[Facebook]], and other [[social network]]s. Apple also introduced Live Titles for Clips that allows users to add live animated captions and titles using their voice.<ref>{{Cite news |url= https://www.forbes.com/sites/davidphelan/2017/04/06/clips-the-most-fun-thing-apple-has-done-in-a-long-while-first-review/ |title= Clips, The Coolest, Most Fun Thing Apple Has Done In A Long While |last= Phelan |first= David |work=[[Forbes]] |access-date= April 7, 2017}}</ref> In May 2017, Apple refreshed two of its website designs. Their [[public relations]] "Apple Press Info" website was changed to an "Apple Newsroom" site, featuring a greater emphasis on imagery and therefore lower information density, and combines press releases, news items, and photos. Its "Apple Leadership" overview of company executives was also refreshed, adding a simpler layout with a prominent header image and two-column text fields. ''9to5Mac'' noted the design similarities to several of Apple's redesigned apps in [[iOS 10]], particularly its [[Apple Music]] and [[News (Apple)|News]] software.<ref>{{Cite web |first= Benjamin |last= Mayo |title= Apple transitions to Newsroom portal for press releases, updates executive bios page design |url= https://9to5mac.com/2017/05/25/apple-newsroom-new-design-bios/ |work=[[9to5Mac]] |date= May 25, 2017 |access-date= May 25, 2017}}</ref> In June 2017, Apple announced the [[HomePod]], its [[smart speaker]] aimed to compete against [[Sonos]], [[Google Home]], and [[Amazon Echo]].<ref>{{Cite news |first= Chaim |last= Gartenberg |title= Apple announces HomePod speaker to take on Sonos |url= https://www.theverge.com/2017/6/5/15732144/apple-homepod-speaker-announced-siri-price-release-date-wwdc-2017 |website=[[The Verge]] |publisher=[[Vox Media]] |date= June 5, 2017 |access-date= December 14, 2017}}</ref> Towards the end of the year, ''[[TechCrunch]]'' reported that Apple was acquiring [[Shazam (application)|Shazam]], a company specializing in music, TV, film and advertising recognition.<ref>{{Cite news |first1= Ingrid |last1= Lunden |first2= Katie |last2= Roof |title= Sources: Apple is acquiring music recognition app Shazam |url= https://techcrunch.com/2017/12/08/sources-apple-is-acquiring-music-recognition-app-shazam/ |work=[[TechCrunch]] |publisher=[[Oath Inc.]] |date= December 8, 2017 |access-date= December 14, 2017}}</ref> The acquisition was confirmed a few days later, reportedly costing Apple $400 million, with media reports noting that the purchase looked like a move by Apple to get data and tools to bolster its [[Apple Music]] streaming service.<ref>{{Cite web |first=Micah |last=Singleton |title=Apple confirms it has acquired Shazam |url=https://www.theverge.com/2017/12/11/16761984/apple-shazam-acquisition |website=[[The Verge]] |publisher=[[Vox Media]] |date=December 11, 2017 |access-date=December 14, 2017}}</ref> The purchase was approved by EU later in September 2018.<ref>{{Cite news |url= https://www.cnbc.com/2018/09/06/the-associated-press-eu-clears-apples-purchase-of-song-recognition-app-shazam.html |title= EU clears Apple's purchase of song-recognition app Shazam |date= September 6, 2018 |work=[[CNBC]] |access-date= September 7, 2018}}</ref><ref>{{Cite news |url= https://www.theverge.com/2018/9/24/17896350/apple-shazam-app-acquisition-complete-free |title= Apple completes Shazam acquisition, will make app ad-free for everyone |last= Welch |first= Chris |date= September 24, 2018 |work=[[The Verge]] |access-date= September 24, 2018}}</ref> Also in June 2017, Apple appointed Jamie Erlicht and Zack Van Amburg to head the newly formed worldwide video unit. In November 2017, Apple announced it was branching out into original scripted programming: [[Top of the Morning (TV series)|a drama series starring]] [[Jennifer Aniston]] and [[Reese Witherspoon]], and a reboot of the anthology series [[Amazing Stories (2020 TV series)|Amazing Stories]] with [[Steven Spielberg]].<ref>{{Cite web |url= https://deadline.com/2017/11/apple-reese-witherspoon-jennifer-aniston-morning-show-series-2-season-order-amazing-stories-reboot-1202204293/ |title= Apple Gives Reese Witherspoon-Jennifer Aniston Morning Show Series 2-Season Order, Confirms 'Amazing Stories' Reboot |last= Andreeva |first= Nellie |date= November 8, 2017 |website=[[Deadline Hollywood]] |language= en |access-date= January 18, 2019}}</ref> In June 2018, Apple signed the [[Writer's Guild of America]]'s minimum basic agreement and [[Oprah Winfrey]] to a multi-year content partnership.<ref>{{Cite web |url= https://deadline.com/2018/06/apple-signs-wga-contract-as-it-ramps-up-scripted-shows-1202405862/ |title= Apple Signs WGA Contract As It Ramps Up Scripted Shows |last= Robb |first= David |date= June 7, 2018 |website=[[Deadline Hollywood]] |language= en |access-date= January 18, 2019}}</ref><ref>{{Cite web |url= https://deadline.com/2018/06/oprah-winfrey-content-partnership-apple-for-original-programming-1202411370/ |title= Oprah Winfrey Partners With Apple For Original Content |last= Andreeva |first= Nellie |date= June 15, 2018 |website=[[Deadline Hollywood]] |language= en |access-date= January 18, 2019}}</ref> Additional partnerships for original series include [[Sesame Workshop]] and [[DHX Media]] and its subsidiary [[Peanuts Worldwide]], as well as a partnership with [[A24 (company)|A24]] to create original films.<ref>{{Cite web |url= https://deadline.com/2018/06/apple-sesame-workshop-childrens-programming-slate-live-action-animated-series-1202414268/ |title= Apple Teams With Sesame Workshop On Children's Programming Slate |last1= Andreeva |first1= Nellie |date= June 20, 2018 |website=[[Deadline Hollywood]] |language= en |access-date= January 18, 2019 |last2= Petski |first2= Denise}}</ref><ref>{{Cite web |url= https://deadline.com/2018/12/apple-makes-peanuts-deal-dhx-media-to-produce-new-series-specials-shorts-with-classic-characters-for-streamer-1202520215/ |title= Apple Makes 'Peanuts' Deal; DHX Media To Produce New Series, Specials & Shorts With Classic Characters For Streamer |last1= Andreeva |first1= Nellie |date= December 14, 2018 |website=[[Deadline Hollywood]] |language= en |access-date= January 18, 2019 |last2= Petski |first2= Denise}}</ref><ref>{{Cite web |url= https://deadline.com/2018/11/apple-original-movies-a24-slate-deal-1202502828/ |title= Apple Inks Deal With A24 For Multiple Films As Part Of Push Into Movies |last1= Hipes |first1= Patrick |date= November 15, 2018 |website=[[Deadline Hollywood]] |language= en |access-date= January 18, 2019 |last2= Andreeva |first2= Nellie}}</ref> {{As of|January 2019}}, Apple has ordered twenty-one television series and one film. There are five series in development at Apple. In February 2018 Apple was reported to be in talks with miners to buy Cobalt directly from them.<ref>{{Cite web|url=https://www.bloomberg.com/news/articles/2018-02-21/apple-is-said-to-negotiate-buying-cobalt-direct-from-miners|title=Apple in Talks to Buy Cobalt Directly From Miners|date=February 21, 2018|via=www.bloomberg.com}}</ref> On June 5, 2018, Apple deprecated [[OpenGL]] and [[OpenGL ES]] across all operating systems and urged developers to use [[Metal (API)|Metal]] instead.<ref>{{Cite web |url =https://www.anandtech.com/show/12894/apple-deprecates-opengl-across-all-oses |title= Apple Deprecates OpenGL Across All OSes; Urges Developers to use Metal |first= Ryan |last= Smith |work=[[AnandTech]]}}</ref> In August 2018, Apple purchased [[Akonia Holographics]] for its [[augmented reality]] goggle lens.<ref>{{Cite news |url= http://uk.businessinsider.com/r-apple-buys-startup-focused-on-lenses-for-ar-glasses-2018-8 |title= Apple quietly bought a startup that makes lenses for smart glasses, and it hints at the company's next big thing |work=[[Business Insider]] |access-date= August 31, 2018}}</ref><ref>{{Cite news |url= https://www.cnbc.com/2018/08/30/apple-buys-startup-that-makes-lenses-for-augmented-reality-glasses.html |title= Apple buys start-up that makes lenses for augmented reality glasses |date= August 29, 2018 |work=[[CNBC]] |access-date= August 31, 2018}}</ref> On February 14, 2019, Apple acquired DataTiger for its digital marketing technology.<ref>{{Cite web|url= http://fortune.com/2019/02/14/apple-acquisition-marketing-tech-data/|title=Apple's Latest Acquisition Could Help the Tech Giant Use Data in This New Way|website=[[Fortune (magazine)|Fortune]]|url-access=subscription|access-date= February 15, 2019}}</ref> On January 29, 2019, Apple reported its first decline in revenues and profits in a decade.<ref>{{Cite news|url=https://www.theguardian.com/technology/2019/jan/29/apple-profits-decline-iphone-sales-latest-news|title=Apple reports first decline in revenues and profits in over a decade | Apple | The Guardian|newspaper=The Guardian|date=January 29, 2019|last1=Rushe|first1=Dominic}}</ref><ref>{{Cite web|url=http://www.theguardian.com/technology/2019/jan/03/apple-woes-go-far-beyond-slowdown-in-chinese-economy|title=Apple's woes go far beyond the slowdown in the Chinese economy|first=Samuel|last=Gibbs|date=January 3, 2019|website=the Guardian}}</ref><ref>{{Cite web|url=https://www.forbes.com/sites/stephenmcbride1/2019/01/21/the-end-of-apple/|title=The End Of Apple|first=Stephen|last=McBride|website=Forbes}}</ref> In February 2019 they bought [[Conversational user interfaces|Conversational computing]] company PullString (formerly ToyTalk)<ref>{{Cite web|url=http://social.techcrunch.com/2019/02/15/apple-buys-pullstring-toytalk/|title=Apple acquires talking Barbie voicetech startup PullString|website=TechCrunch|language=en-US|access-date=October 29, 2019}}</ref> On July 25, 2019, Apple and [[Intel]] announced an agreement for Apple to acquire the smartphone modem business of [[Intel Mobile Communications]] for US$1 billion.<ref>{{Cite web |last1=Axon |first1=Samuel |title=Apple acquires Intel's 5G smartphone modem business for $1 billion |url=https://arstechnica.com/gadgets/2019/07/apple-acquires-intels-5g-smartphone-modem-business-for-1-billion/ |website=ars Technica |access-date=July 31, 2019|date=July 25, 2019}}</ref> On March 30, 2020 Apple acquired local weather app maker Dark Sky, for an undisclosed sum, with the intent to discontinue its original app at the end of 2021.<ref>{{Cite news|url=https://www.wired.com/story/apple-buys-dark-sky/|title=Apple Buys Dark Sky in an Android Worst-Case Scenario|work=Wired|access-date=April 4, 2020|language=en|issn=1059-1028}}</ref><ref>{{Cite web|url=https://www.cnn.com/2020/03/31/tech/apple-dark-sky/index.html|title=Apple acquires popular weather app Dark Sky|last=Business|first=Brian Fung, CNN|website=CNN|access-date=April 4, 2020}}</ref> On April 3, 2020, Apple acquired Voysis, a [[Dublin]] based company focused on AI digital voice technology for an undisclosed sum.<ref>{{Cite web|url=https://www.bloomberg.com/news/articles/2020-04-03/apple-acquires-ai-startup-to-better-understand-natural-language|title=Bloomberg - Are you a robot?|website=www.bloomberg.com|access-date=April 4, 2020}}</ref> On May 14, 2020, Apple acquired NextVR, a virtual reality company, based in [[Newport Beach, California]].<ref>{{cite news|url=https://www.wsj.com/articles/apple-buys-virtual-reality-streaming-upstart-nextvr-11589503071?mod=business_minor_pos8|title= Apple Buys Virtual-Reality Streaming Upstart NextVR|work=The Wall Street Journal|author=Kimberly Chin|date=May 14, 2020|accessdate=May 15, 2020}}</ref> On August 4, 2020 it was reported by ''[[Axios (website)|Axios]]'' that Apple had "serious interest" in buying [[TikTok]],<ref>{{Cite web|url=https://www.axios.com/trump-tiktok-treasury-demand-microsoft-sale-559acca3-45da-40ea-acbe-26aef7c8c0b0.html|title=Trump's Treasury demand poses another threat to a potential TikTok sale|first=Dan|last=Primack|website=Axios}}</ref><ref>{{Cite web|last=Rossignol|first=Joe|date=August 4, 2020|title=Apple Has Reportedly Expressed 'Serious Interest' in Purchasing TikTok|url=https://www.macrumors.com/2020/08/04/apple-tiktok/|url-status=live|archive-url=|archive-date=|access-date=August 4, 2020|website=MacRumors|language=en}}</ref> although this was later denied by Apple.<ref>{{Cite web|url=https://www.usatoday.com/story/tech/2020/08/04/apple-reportedly-says-doesnt-want-buy-tiktok/3288667001/|title=Apple denies interest in acquiring TikTok, report says|first=Dalvin|last=Brown|website=USA TODAY}}</ref> On August 19, 2020, Apple's share price briefly topped $467.77, making Apple the first US company with a market capitalization of $2 trillion. <ref>{{Cite web|last=Bursztynsky|first=Jessica|date=2020-08-19|title=Apple becomes first U.S. company to reach a $2 trillion market cap|url=https://www.cnbc.com/2020/08/19/apple-reaches-2-trillion-market-cap.html|access-date=2020-08-19|website=CNBC|language=en}}</ref> On September 2, 2020, Apple announced upcoming features of [[iOS]] to be introduced later this year, allowing developers to offer customers with free or discounted subscription codes called “offer codes”. Users operating [[iOS 14]], [[iPadOS 14]] and later were declared eligible for redeeming the offer codes on the App Store. The offer was said to be redeemable via two methods, using a one-time code redemption URL or presentCodeRedemptionSheet API, if implemented within the application.<ref>{{cite_web|url=https://www.theverge.com/2020/9/3/21419634/apple-app-store-subscription-offer-codes-ios-ipados-14|title=Apple to let app developers offer free or discounted subscriptions via offer codes|accessdate=3 September 2020|website=The Verge}}</ref> ==== Mac transition from Intel ==== {{Main|Mac transition to Apple Silicon}} During its annual [[Apple Worldwide Developers Conference|WWDC]] keynote speech on June 22, 2020, Apple announced it will transition the Mac away from Intel processors to processors developed in-house.<ref>{{cite news |last1=Warren |first1=Tom |title=Apple announces it will switch to its own processors for future Macs |url=https://www.theverge.com/2020/6/22/21295475/apple-mac-processors-arm-silicon-chips-wwdc-2020 |accessdate=June 22, 2020 |work=[[The Verge]] |date=June 22, 2020}}</ref> The announcement was expected by industry analysts, and it has been noted that Macs featuring Apple's processors would allow for big increases in performance over current Intel-based models.<ref>{{cite news |last1=Haselton |first1=Todd |title=Apple will stop using Intel chips in all Macs by 2021, top analyst says |url=https://www.cnbc.com/2020/06/22/new-macbook-pro-and-imac-coming-with-arm-chips-instead-of-intel---kuo.html |accessdate=June 22, 2020 |work=[[CNBC]] |date=June 22, 2020}}</ref> == Products == {{See also|Timeline of Apple Inc. products}} === Macintosh === {{Main|Macintosh}} {{See also|Timeline of Macintosh models|List of Macintosh models grouped by CPU type|List of Macintosh models by case type}} Macintoshes currently in production: * [[iMac]]: Consumer all-in-one desktop computer, introduced in 1998. * [[Mac Mini]]: Consumer sub-desktop computer, introduced in 2005. * [[MacBook Pro]]: Professional notebook, introduced in 2006. * [[Mac Pro]]: Workstation desktop computer, introduced in 2006. * [[MacBook Air]]: Consumer ultra-thin, ultra-portable notebook, introduced in 2008. <!-- * [[iMac Pro]]: Professional all-in-one desktop computer, introduced in 2017. --> Apple sells a variety of computer accessories for Macs, including [[Apple Thunderbolt Display|Thunderbolt Display]], [[Magic Mouse]], [[Magic Trackpad]], [[Magic Keyboard]], the AirPort wireless networking products, and [[Apple Time Capsule|Time Capsule]]. === iPod === {{Main|iPod}} [[File:IPod line as of 2014.png|thumb|From left to right: [[iPod Shuffle]], [[iPod Nano]], [[iPod Touch]].]] On October 23, 2001, Apple introduced the [[iPod]] digital music player. Several updated models have since been introduced, and the iPod brand is now the market leader in portable music players by a significant margin. More than 390 million units have shipped {{As of|2015|09|lc=y}}.<ref>{{Cite web|url=https://www.lifewire.com/number-of-ipods-sold-all-time-1999515|title=This is the Number of iPods Sold All-Time|website=Lifewire|last=Costello|first=Sam|date=October 13, 2015|access-date=May 6, 2017}}</ref> Apple has partnered with [[Nike, Inc.|Nike]] to offer the [[Nike+iPod]] Sports Kit, enabling runners to synchronize and monitor their runs with iTunes and the Nike+ website. In late July 2017, Apple discontinued its [[iPod Nano]] and [[iPod Shuffle]] models, leaving only the [[iPod Touch]] available for purchase.<ref>{{Cite web |first=Chris |last=Welch |title=Apple confirms iPod nano and iPod shuffle have been discontinued |url=https://www.theverge.com/circuitbreaker/2017/7/27/16050420/apple-ipod-nano-shuffle-discontinued |website=[[The Verge]] |date=July 27, 2017 |access-date=September 3, 2017}}</ref><ref>{{Cite web |first=Brian |last=Heater |title=Apple discontinues iPod nano and shuffle and doubles iPod touch capacities to 32GB and 128GB |url=https://techcrunch.com/2017/07/27/apple-discontinues-ipod-nano-and-shuffle-and-doubles-ipod-touch-capacities-to-32gb-and-128gb/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=July 27, 2017 |access-date=September 3, 2017}}</ref><ref>{{Cite web |first=Joe |last=Rossignol |title=Apple Discontinues iPod Nano and iPod Shuffle |url=https://www.macrumors.com/2017/07/27/apple-removes-ipod-nano-ipod-shuffle/ |website=[[MacRumors]] |date=July 27, 2017 |access-date=September 3, 2017}}</ref> === iPhone === {{Main|iPhone}} [[File:IPhone montage.png|thumb|upright=0.8|The [[iPhone (first generation)|first-generation iPhone]], [[iPhone 3G|3G]], [[iPhone 4|4]], [[iPhone 5|5]], [[iPhone 5C|5C]] and [[iPhone 5S|5S]] to scale.]] At the [[Macworld Conference & Expo]] in January 2007, Steve Jobs introduced the long-anticipated<ref>[https://www.nytimes.com/2002/08/19/business/apple-s-chief-in-the-risky-land-of-the-handhelds.html Apple's Chief in the Risky Land of the Handhelds] ''[[The New York Times]]''</ref> [[iPhone]], a convergence of an Internet-enabled [[smartphone]] and iPod.<ref name="apple.com">{{Cite press release |url=https://www.apple.com/newsroom/2007/01/09Apple-Reinvents-the-Phone-with-iPhone/ |title=Apple Reinvents the Phone with iPhone |publisher=Apple Inc. |date=January 9, 2007 |access-date=October 7, 2011}}</ref> The [[iPhone (1st generation)|first-generation iPhone]] was released on June 29, 2007, for $499 (4 GB) and $599 (8 GB) with an [[AT&T Inc.|AT&T]] contract.<ref>{{Cite press release |url=https://www.apple.com/newsroom/2007/06/28iPhone-Premieres-This-Friday-Night-at-Apple-Retail-Stores/ |title=iPhone Premieres This Friday Night at Apple Retail Stores |publisher=Apple Inc. |access-date=October 7, 2011}}</ref> On February 5, 2008, it was updated to have 16 GB of memory, in addition to the 8 GB and 4 GB models.<ref>{{Cite press release |url=https://www.apple.com/newsroom/2008/02/05Apple-Adds-New-iPhone-iPod-touch-Models/ |title=Apple Adds New iPhone & iPod touch Models |publisher=Apple Inc. |date=February 5, 2008 |access-date=September 8, 2009}}</ref> It combined a [[2.5G]] [[quad band]] [[GSM]] and [[Enhanced Data Rates for GSM Evolution|EDGE]] cellular phone with features found in handheld devices, running a scaled-down version of [[OS X]] (dubbed [[iPhone OS]] after the launch and later renamed to [[iOS]]), with various Mac OS X applications such as [[Safari (web browser)|Safari]] and [[Mail (Apple)|Mail]]. It also includes web-based and [[Dashboard (macOS)|Dashboard]] apps such as [[Google Maps]] and Weather. The iPhone features a {{Convert|3.5|in|mm|adj=on}} touchscreen display, [[Bluetooth]], and [[Wi-Fi]] (both "b" and "g").<ref name="apple.com" /> A second version, the [[iPhone 3G]], was released on July 11, 2008, with a reduced price of $199 for the 8 GB model and $299 for the 16 GB model.<ref>{{Cite press release |url=https://www.apple.com/newsroom/2008/06/09Apple-Introduces-the-New-iPhone-3G/ |title=Apple Introduces the New iPhone 3G |publisher=Apple Inc. |date=June 9, 2008 |access-date=October 7, 2011}}</ref> This version added support for [[3G]] networking and [[assisted GPS]] navigation. The flat silver back and large antenna square of the original model were eliminated in favor of a glossy, curved black or white back. Software capabilities were improved with the release of the [[App Store (iOS)|App Store]], which provided iPhone-compatible applications to download. On April 24, 2009, the App Store<ref>[https://www.nytimes.com/2009/12/06/technology/06apps.html Apple's Game Changer, Downloading Now]. ''[[The New York Times]]'', December 5, 2009. Retrieved April 5, 2013.</ref> surpassed one billion downloads.<ref>{{Cite web |url= https://www.apple.com/pr/library/2009/04/24appstore.html |title=Apple's Revolutionary App Store Downloads Top One Billion in Just Nine Months |publisher=Apple Inc. |date=April 24, 2009 |access-date=October 7, 2011 |url-status=dead |archiveurl= https://web.archive.org/web/20110605200721/http://www.apple.com/pr/library/2009/04/24appstore.html |archivedate=June 5, 2011}}</ref> On June 8, 2009, Apple announced the [[iPhone 3GS]]. It provided an incremental update to the device, including faster internal components, support for faster 3G speeds, video recording capability, and voice control. At the [[Apple Worldwide Developers Conference|Worldwide Developers Conference]] (WWDC) on June 7, 2010, Apple announced the redesigned [[iPhone 4]].<ref>{{Cite news |url=http://www.cnn.com/2010/TECH/mobile/06/07/apple.wwdc.preview/index.html |title=Apple unveils iPhone 4, 'biggest leap we've taken' since first model |work=[[CNN]] |first1=Brandon |last1=Griggs |first2=John D. |last2=Sutter |date=June 8, 2010 |access-date=July 5, 2010 |archiveurl=https://web.archive.org/web/20100708063056/http://www.cnn.com/2010/TECH/mobile/06/07/apple.wwdc.preview/index.html |archivedate=July 8, 2010 |url-status=live}}</ref> It featured a 960 × 640 display, the [[Apple A4]] processor, a [[gyroscope]] for enhanced gaming, a 5MP camera with LED flash, front-facing [[VGA]] camera and [[FaceTime]] video calling. Shortly after its release, reception issues were discovered by consumers, due to the stainless steel band around the edge of the device, which also serves as the phone's cellular signal and Wi-Fi antenna. The issue was corrected by a "Bumper Case" distributed by Apple for free to all owners for a few months. In June 2011, Apple overtook [[Nokia]] to become the world's biggest smartphone maker by volume.<ref name="ftover">{{Cite news |last=Ward |first=Andrew |title=Apple overtakes Nokia in smartphone stakes |url=http://www.ft.com/intl/cms/s/0/4d7fd1e2-b38e-11e0-b56c-00144feabdc0.html |newspaper=[[Financial Times]] |date=July 21, 2011 |access-date=July 21, 2011 |url-access=subscription}}</ref> On October 4, 2011, Apple unveiled the [[iPhone 4S]], which was first released on October 14, 2011.<ref>{{Cite web |url=http://osxdaily.com/2011/10/05/iphone-4s-availability/ |title=iPhone 4S Availability |publisher=OS X Daily |access-date=October 19, 2011|date=October 5, 2011}}</ref> It features the [[Apple A5]] processor and [[Siri]] voice assistant technology, the latter of which Apple had acquired in 2010 from SRI International Artificial Intelligence Center.<ref>{{Cite news |url=https://www.zdnet.com/blog/semantic-web/siri-acquired-by-apple-iphone-becomes-the-virtual-personal-assistant/371 |title=Siri acquired by Apple; iPhone becomes the Virtual Personal Assistant? |work=[[ZDNet]] |access-date=October 19, 2011 |url-status=dead |archiveurl=https://web.archive.org/web/20111016084743/http://www.zdnet.com/blog/semantic-web/siri-acquired-by-apple-iphone-becomes-the-virtual-personal-assistant/371 |archivedate=October 16, 2011}}</ref> It also features an updated 8MP camera with new optics. Apple began a new [[accessibility]] feature, Made for iPhone [[Hearing aid|Hearing Aids]] with the iPhone 4S.<ref>{{Cite web |url=https://support.apple.com/en-us/HT202186 |title=About Hearing Aid Compatibility (HAC) requirements for iPhone – Apple Support |website=support.apple.com |access-date=April 3, 2016}}</ref> Made for iPhone Hearing Aids feature Live Listen, it can help the user hear a conversation in a noisy room or hear someone speaking across the room.<ref>{{Cite web |url=https://support.apple.com/en-us/HT203990 |title=Use Live Listen with Made for iPhone hearing aids – Apple Support |website=support.apple.com |access-date=April 3, 2016}}</ref> Apple sold 4 million iPhone 4S phones in the first three days of availability.<ref>{{Cite web |url=https://www.apple.com/pr/library/2011/10/17iPhone-4S-First-Weekend-Sales-Top-Four-Million.html |title=iPhone 4S First Weekend Sales Top Four Million |publisher=Apple Inc. |access-date=October 14, 2011}}</ref> On September 12, 2012, Apple introduced the [[iPhone 5]].<ref>[http://www.statista.com/topics/870/iphone/ Statistics and Facts about the iPhone]. [[Statista]], April 2013.</ref> It has a 4-inch display, 4G LTE connectivity, and the upgraded [[Apple A6]] chip, among several other improvements.<ref>{{Cite news |title=iPhone 5 is World's Best-Selling Smartphone |work=[[PC Magazine]] |first=Angela |last=Moscartello |date=February 20, 2013}}</ref> Two million iPhones were sold in the first twenty-four hours of pre-ordering<ref>{{Cite web |url=https://www.apple.com/pr/library/2012/09/17iPhone-5-Pre-Orders-Top-Two-Million-in-First-24-Hours.html |title=iPhone 5 Pre-Orders Top Two Million in First 24 Hours |publisher=Apple Inc. |access-date=January 1, 2013}}</ref> and over five million handsets were sold in the first three days of its launch.<ref>{{Cite web |url=https://www.apple.com/pr/library/2012/09/24iPhone-5-First-Weekend-Sales-Top-Five-Million.html |title=iPhone 5 First Weekend Sales Top Five Million |publisher=Apple Inc. |access-date=January 1, 2013}}</ref> Upon the launch of the [[iPhone 5S]] and [[iPhone 5C]], Apple set a new record for first-weekend smartphone sales by selling over nine million devices in the first three days of its launch.<ref>{{Cite web |url=https://www.npr.org/blogs/thetwo-way/2013/09/23/225418022/apple-sells-9-million-new-iphones-in-opening-weekend |title=Apple Sells 9 Million New iPhones In Opening Weekend |publisher=[[NPR]]. |access-date=September 23, 2013}}</ref> The release of the iPhone 5S and 5C is the first time that Apple simultaneously launched two models.<ref>{{Cite news |title=Apple polishes forecast after selling 9 million new iPhones |url=https://www.reuters.com/article/2013/09/23/us-apple-iphone-idUSBRE98J0LD20130923 |access-date=September 24, 2013 |work=Reuters |date=September 23, 2013 |author=Poornima Gupta |author2=Jennifer Saba}}</ref> A patent filed in July 2013 revealed the development of a new iPhone battery system that uses location data in combination with data on the user's habits to moderate the handsets' power settings accordingly. Apple is working towards a power management system that will provide features such as the ability of the iPhone to estimate the length of time a user will be away from a power source to modify energy usage and a detection function that adjusts the charging rate to best suit the type of power source that is being used.<ref>{{Cite web |first=Darrell |last=Etherington |title=Apple Working On Location-Aware Battery Management For iPhone |url=https://techcrunch.com/2013/07/25/apple-working-on-location-aware-battery-management-for-iphone/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=July 25, 2013 |access-date=June 25, 2017}}</ref> In a March 2014 interview, Apple designer [[Jonathan Ive]] used the iPhone as an example of Apple's ethos of creating high-quality, life-changing products. He explained that the phones are comparatively expensive due to the intensive effort that is used to make them: {{Quote | style=font-size:100% |text=We don't take so long and make the way we make for fiscal reasons ... Quite the reverse. The body is made from a single piece of machined aluminum... The whole thing is polished first to a mirror finish and then is very finely textured, except for the Apple logo. The chamfers [smoothed-off edges] are cut with diamond-tipped cutters. The cutters don't usually last very long, so we had to figure out a way of mass-manufacturing long-lasting ones. The camera cover is sapphire crystal. Look at the details around the SIM-card slot. It's extraordinary!<ref name="Time">{{Cite news |title=Jonathan Ive Designs Tomorrow |url=http://time.com/jonathan-ive-apple-interview/ |work=Time |access-date=March 22, 2014 |author=John Arlidge |date=March 17, 2014}}</ref>}} On September 9, 2014, Apple introduced the [[iPhone 6]], alongside the [[iPhone 6 Plus]] that both have screen sizes over 4-inches.<ref>{{Cite web |first=Andrew |last=Cunningham |title=Apple announces iPhone 6, iPhone 6 Plus |url=https://arstechnica.com/apple/2014/09/apple-announces-iphone-6-iphone-6-plus/ |website=[[Ars Technica]] |date=September 9, 2014 |access-date=March 23, 2017}}</ref> One year later, Apple introduced the [[iPhone 6S]], and [[iPhone 6S Plus]], which introduced a new technology called 3D Touch, including an increase of the rear camera to 12 MP, and the FaceTime camera to 5 MP.<ref>{{Cite web |first=Andrew |last=Cunningham |title=Apple announces iPhone 6S and 6S Plus for $199 and $299 on-contract |url=https://arstechnica.com/apple/2015/09/apple-announces-the-iphone-6s-and-6s-plus/ |website=[[Ars Technica]] |date=September 9, 2015 |access-date=March 23, 2017}}</ref> On March 21, 2016, Apple introduced the [[iPhone SE (1st generation)|first-generation iPhone SE]] that has a 4-inch screen size last used with the 5S and has nearly the same internal hardware as the 6S.<ref>{{Cite web |first1=Alex |last1=Hern |first2=Jemima |last2=Kiss |title=Key points of Apple's iPhone SE launch at a glance |url=https://www.theguardian.com/technology/2016/mar/21/apple-iphone-se-launch-key-points-at-a-glance |website=[[The Guardian]] |date=March 21, 2016 |access-date=March 23, 2017}}</ref> In July 2016, Apple announced that one billion iPhones had been sold.<ref name="1 billion iPhones">{{Cite web |first=Chris |last=Welch |title=Apple has sold over 1 billion iPhones |url=https://www.theverge.com/2016/7/27/12302542/apple-billion-iphones-sold |website=[[The Verge]] |date=July 27, 2016 |access-date=May 24, 2017}}</ref><ref>{{Cite web |first=Juli |last=Clover |title=Apple Has Sold 1 Billion iPhones |url=https://www.macrumors.com/2016/07/27/apple-has-sold-1-billion-iphones/ |website=[[MacRumors]] |date=July 27, 2016 |access-date=May 24, 2017}}</ref> On September 7, 2016, Apple introduced the [[iPhone 7]] and the [[IPhone 7|iPhone 7 Plus]], which feature improved system and graphics performance, add water resistance, a new rear dual-camera system on the 7 Plus model, and, controversially, remove the 3.5 mm headphone jack.<ref>{{Cite web |first=Dan |last=Seifert |title=iPhone 7 and 7 Plus announced with water resistance, dual cameras, and no headphone jack |url=https://www.theverge.com/2016/9/7/12758236/apple-iphone-7-announced-features-price-release-date |website=[[The Verge]] |date=September 7, 2016 |access-date=March 23, 2017}}</ref><ref>{{Cite web |first=Nilay |last=Patel |title=Taking the headphone jack off phones is user-hostile and stupid |url=https://www.theverge.com/circuitbreaker/2016/6/21/11991302/iphone-no-headphone-jack-user-hostile-stupid |website=[[The Verge]] |date=June 21, 2016 |access-date=March 23, 2017}}</ref> [[File:IPhone 8 silver and iPhone 8 Plus gold.jpg|thumb|right|A gold iPhone 8 alongside a gold 8 Plus.]] On September 12, 2017, Apple introduced the [[iPhone 8]] and [[iPhone 8|iPhone 8 Plus]], standing as evolutionary updates to its previous phones with a faster processor, improved display technology, upgraded camera systems and wireless charging.<ref>{{Cite web |first=Chaim |last=Gartenberg |title=iPhone 8 and 8 Plus announced with wireless charging, True Tone display, A11 Bionic processor |url=https://www.theverge.com/circuitbreaker/2017/9/12/16277764/apple-iphone-8-announced-features-price-release-date |website=[[The Verge]] |date=September 12, 2017 |access-date=October 11, 2017}}</ref> The company also announced [[iPhone X]], which radically changes the hardware of the iPhone lineup, removing the home button in favor of [[Face ID|facial recognition technology]] and featuring a near [[bezel (screen)|bezel]]-less design along with [[wireless charging]].<ref>{{Cite web |first=Vlad |last=Savov |title=iPhone X announced with edge-to-edge screen, Face ID, and no home button |url=https://www.theverge.com/2017/9/12/16288806/apple-iphone-x-price-release-date-features-announced |website=[[The Verge]] |date=September 12, 2017 |access-date=October 11, 2017}}</ref><ref>{{Cite web |first=Jordan |last=Crook |title=This is the iPhone X |url=https://techcrunch.com/2017/09/12/iphone-x/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=September 12, 2017 |access-date=October 11, 2017}}</ref> On September 12, 2018, Apple introduced the [[iPhone XS]], [[iPhone XS Max]] and [[iPhone XR]]. The iPhone XS and iPhone XS Max features Super Retina displays, a faster and improved dual camera system that offers breakthrough photo and video features, the first 7-nanometer chip in a smartphone — the A12 Bionic chip with next-generation Neural Engine — faster Face ID, wider stereo sound and introduces Dual SIM to iPhone. The iPhone XR comes in an all-screen glass and aluminium design with the most advanced LCD in a smartphone featuring a 6.1-inch Liquid Retina display, A12 Bionic chip with next-generation Neural Engine, the TrueDepth camera system, Face ID and an advanced camera system that creates dramatic portraits using a single camera lens.<ref>{{Cite web|url=https://www.apple.com/newsroom/2018/09/iphone-xs-and-iphone-xs-max-bring-the-best-and-biggest-displays-to-iphone/|title=iPhone Xs and iPhone Xs Max bring the best and biggest displays to iPhone|last=|first=|date=September 12, 2018|website=Apple|access-date=}}</ref><ref>{{Cite web|url=https://www.apple.com/newsroom/2018/09/apple-introduces-iphone-xr/|title=Apple introduces iPhone XR|last=|first=|date=September 12, 2018|website=Apple|access-date=}}</ref> On September 10, 2019, Apple introduced the [[iPhone 11]], [[iPhone 11 Pro]], and the [[iPhone 11 Pro Max]]. The iPhone 11 features the same Liquid Retina LCD display used in 2018's [[iPhone XR]]. Overall, the iPhone 11 retains the same glass and aluminum design as the iPhone XR while adding in new features such as the addition of an Ultra-Wide 12mp camera, a battery that lasts 1 hour longer than the iPhone XR and an [[IP Code|IP68]] rating for water and dust resistance. The iPhone 11 Pro and iPhone 11 Pro Max feature an all-new textured matte glass and stainless steel design and a triple camera setup that included an Ultra Wide, Wide and Telephoto camera. The iPhone 11 Pro series' battery life is capable of lasting up to 5 hours more than the iPhone XS and XS Max. The iPhone 11 Pro and Pro Max also features a new Super Retina XDR OLED display that is capable of a screen brightness of 800 nits. All new iPhones announced at Apple's September 2019 feature an [[Apple A13|A13 Bionic]] chip with a third-generation Neural Engine, an Apple U1 chip, spatial audio playback, a low light photo mode and an improved Face ID system.<ref>{{Cite web|url=https://www.apple.com/ca/newsroom/2019/09/apple-introduces-dual-camera-iphone-11/|title=Apple introduces dual camera iPhone 11|website=Apple Newsroom|language=en-CA|access-date=September 11, 2019}}</ref><ref>{{Cite web|url=https://www.apple.com/ca/newsroom/2019/09/iphone-11-pro-and-iphone-11-pro-max-the-most-powerful-and-advanced-smartphones/|title=iPhone 11 Pro and iPhone 11 Pro Max: the most powerful and advanced smartphones|website=Apple Newsroom|language=en-CA|access-date=September 11, 2019}}</ref> On April 15, 2020, Apple announced a new [[iPhone SE (2nd generation)|second-generation iPhone SE]]. It replicates the iPhone 8 design - has a 4.7-inch screen, sizable bezels on the top and bottom, and a home button with Touch ID. Yet, the 2020 iPhone SE features A13 Bionic chip and a 12 MP rear wide camera, similarly to the iPhone 11 lineup.<ref>{{Cite web|url=https://www.theverge.com/2020/4/15/21221918/iphone-se-announcement-apple-price-specs-release-date-features|title=Apple announces the new $399 iPhone SE for 2020|last=Bohn|first=Dieter|date=April 15, 2020|website=The Verge|language=en|access-date=April 16, 2020}}</ref> === iPad === {{Main|iPad}} On January 27, 2010, Apple introduced their much-anticipated media [[tablet computer|tablet]], the [[iPad]].<ref>{{Cite web |first=Michael |last=Rose |title=January 27, 2010: Apple announces the iPad |url=https://www.engadget.com/2013/01/27/january-27-2010-apple-announces-the-ipad/ |website=[[Engadget]] |publisher=[[AOL]] |date=January 27, 2013 |access-date=April 18, 2017}}</ref><ref>{{Cite web |first=Chris |last=Foresman |title=Apple announces the iPad |url=https://arstechnica.com/apple/2010/01/apple-announces-ipad-attempts-to-change-the-world/ |website=[[Ars Technica]] |date=January 27, 2010 |access-date=April 18, 2017}}</ref> It offers multi-touch interaction with multimedia formats including newspapers, e-books, photos, videos, music, word processing documents, video games, and most existing iPhone apps using a 9.7-inch screen.<ref>{{Cite web |title=Apple Launches iPad |url=https://www.apple.com/pr/library/2010/01/27Apple-Launches-iPad.html |website=Apple Press Info |publisher=Apple Inc. |date=January 27, 2010 |access-date=April 18, 2017}}</ref> It also includes a mobile version of [[Safari (web browser)|Safari]] for web browsing, as well as access to the App Store, [[iTunes]] Library, [[iBookstore]], Contacts, and Notes. Content is downloadable via [[Wi-Fi]] and optional [[3G]] service or synced through the user's computer.<ref name="MacRumors-iPad-event">{{cite web |url=http://www.macrumors.com/2010/01/27/apple-tablet-media-event-today-come-see-our-latest-creation/ |title=Apple Tablet Media Event Today: "Come See Our Latest Creation" |website=MacRumors |date=January 27, 2010 |access-date=January 27, 2010 |archiveurl=https://web.archive.org/web/20100130142222/http://www.macrumors.com/2010/01/27/apple-tablet-media-event-today-come-see-our-latest-creation/ |archivedate=January 30, 2010 |url-status=live}}</ref> [[AT&T Inc.|AT&T]] was initially the sole U.S. provider of 3G wireless access for the iPad.<ref>{{Cite web |url=https://www.pcworld.com/article/188149/atandt_beefing_up_network_for_ipad_and_iphone.html |title=AT&T Beefing Up Network for iPad and iPhone |website=[[PC World]] |date=January 29, 2010 |access-date=January 29, 2010 |author=Tony Bradley |archiveurl=https://web.archive.org/web/20100201014134/https://www.pcworld.com/article/188149/atandt_beefing_up_network_for_ipad_and_iphone.html |archivedate=February 1, 2010 |url-status=live}}</ref> [[File:IPad Air 2.png|thumb|upright=0.8|[[iPad Air 2]] in gold]] On March 2, 2011, Apple introduced the [[iPad 2]] with a faster processor and a camera on the front and back. It also added support for optional 3G service provided by [[Verizon Wireless|Verizon]] in addition to [[AT&T Inc.|AT&T]].<ref name="nytimes-ipad2">{{Cite news |last=Helft |first=Miguel |title=Jobs Returns to Introduce a New iPad |url=https://www.nytimes.com/2011/03/03/technology/03apple.html |access-date=March 23, 2011 |newspaper=[[The New York Times]] |date=March 2, 2011}}</ref> The availability of the iPad 2 was initially limited as a result of a devastating [[2011 Tōhoku earthquake and tsunami|earthquake and tsunami]] in Japan in March 2011.<ref>{{Cite web |last=Martin |first=Mel |url=http://www.tuaw.com/2011/03/18/ipad-2-supply-line-affected-by-japan-disaster/ |title=iPad 2 supply line affected by Japan disaster |website=TUAW – The Unofficial Apple Weblog |date=March 18, 2011 |access-date=October 7, 2011}}</ref> The third-generation iPad was released on March 7, 2012, and marketed as "[[iPad (3rd generation)|the new iPad]]". It added [[LTE (telecommunication)|LTE]] service from AT&T or Verizon, an upgraded [[Apple A5X|A5X]] processor, and Retina display. The dimensions and form factor remained relatively unchanged, with the new iPad being a fraction thicker and heavier than the previous version and featuring minor positioning changes.<ref>[https://www.apple.com/ipad/specs/ The new iPad – View all the technical specifications]. Apple Inc. Retrieved February 7, 2013.</ref> [[File:A silver iPad Pro with black screen bezzles.jpg|thumb|right|The iPad Pro 2nd generation]] On October 23, 2012, Apple's fourth-generation iPad came out, marketed as the "[[iPad (4th generation)|iPad with Retina display]]". It added the upgraded [[Apple A6X|A6X]] processor and replaced the traditional 30-pin dock connector with the all-digital [[Lightning (connector)|Lightning connector]].<ref>[https://www.apple.com/ipad/features/ iPad – Features]. Apple Inc. Retrieved February 7, 2013.</ref> The [[iPad Mini]] was also introduced. It featured a reduced 7.9-inch display and much of the same internal specifications as the iPad 2.<ref>[https://www.apple.com/ipad-mini/features/ iPad Mini – Features]. Apple Inc. Retrieved February 7, 2013.</ref> On October 22, 2013, Apple introduced the [[iPad Air]] and the iPad Mini with Retina Display, both featuring a new 64-bit Apple A7 processor.<ref name="iPad">{{Cite web |url=https://www.apple.com/ipad/ |title=iPad |publisher=Apple |date= |access-date=January 1, 2014}}</ref> The [[iPad Air 2]] was unveiled on October 16, 2014. It added better graphics and central processing and a camera burst mode as well as minor updates. The [[iPad Mini 3]] was unveiled at the same time.<ref name="iPad" /> Since its launch, iPad users have downloaded over three billion apps. The total number of App Store downloads, {{As of|2015|06|lc=y}}, is over 100 billion.<ref>{{Cite web |first=Nathan |last=Ingraham |title=Apple's App Store has passed 100 billion app downloads |url=https://www.theverge.com/2015/6/8/8739611/apple-wwdc-2015-stats-update |website=[[The Verge]] |date=June 8, 2015 |access-date=March 23, 2017}}</ref> On September 9, 2015, Apple announced the [[iPad Pro]], an iPad with a 12.9-inch display that supports two new accessories, the [[Smart Keyboard]] and [[Apple Pencil]].<ref>{{Cite web |first=Megan |last=Geuss |title=Apple's new iPad Pro is an expansive 12.9 inches, available in November |url=https://arstechnica.com/apple/2015/09/apples-new-ipad-2-pro-is-an-expansive-12-9-inches/ |website=[[Ars Technica]] |date=September 9, 2015 |access-date=March 23, 2017}}</ref> An updated [[IPad Mini 4]] was announced at the same time.<ref>{{Cite web |url=https://www.theverge.com/2015/9/9/9287861/apple-ipad-mini-4-specs-price-release-date-announced |title=iPad mini 4 announced at $399, iPad mini 2 now starts at $269 |last=Savov |first=Vlad |date=September 9, 2015 |website=The Verge |access-date=June 27, 2017}}</ref> A 9.7-inch iPad Pro was announced on March 21, 2016.<ref>{{Cite web |first=Sam |last=Machkovech |title=Behold, the new iPad Pro—now 9.7 inches with "True Tone" display |url=https://arstechnica.com/apple/2016/03/behold-the-new-ipad-pro-now-9-7-inches-with-true-tone-display/ |website=[[Ars Technica]] |date=March 21, 2016 |access-date=March 23, 2017}}</ref> On June 5, 2017, Apple announced a new iPad Pro with a 10.5-inch display to replace the 9.7 inch model and an updated 12.9-inch model.<ref>{{Cite news |url=http://www.macworld.co.uk/feature/apple/wwdc-2017-news-apples-june-2017-keynote-ios-macos-ipad-mac-3522648/ |title=All the announcements from WWDC 2017 |last=Painter |first=Lewis |work=[[Macworld UK]] |access-date=June 24, 2017}}</ref> On September 15, 2020, Apple announced the iPad 8th generation and the iPad Air 4, the iPad 8th generation features a 10.2 inch retina display. It has used the A12 Bionic processor, which is claimed to give 40 percent faster performance than the older generation processors. It supports the Apple and third-party keyboard accessories. Apart from this, there is also support for First Gen Apple Pencil for notes and sketching. It is equipped with an 8 megapixel rear camera and a 1.2 megapixel front camera. The Lightning connector is still given in this model. And, the iPad Air 4 has a 10.9-inch homescreen, but no physical buttons. Touch ID fingerprint sensor has been given in place of FaceID camera. The sensor is integrated into the power / standby button. The edges are flat. Apple claims that the liquid retina display used in the iPad Air is fully laminated with an anti-reflective coating. Its resolution is 2360×1640 pixels. It supports the P3 wide color gamut and Apple’s True Tone color adjustment feature. The new Apple A14 Bionic processor has been used in the iPad Air (4th Gen). It is claimed that it will give 40 percent better CPU performance and 30 percent faster graphics performance compared to older generation processors. The new iPad Air has a USB Type-C port, not Apple’s Lightning connector. Data transfer speed will go up to 5 Gbps. The new iPad Air supports external storage devices and up to 4K monitors via a Type-C port.<ref>{{Cite web |first=SK |last=Jasimuddin |title=Apple News For iPad Air (4th Gen) And iPad (8th Gen) Best Budget Devices |url=https://techtalkhome.com/apple-news-for-ipad-air-4th-gen-and-ipad/ |website=[[Tech Talk Home]] |date=September 15, 2020 |access-date=September 19, 2020}}</ref> === Apple Watch === {{Main|Apple Watch}} [[File:Apple Watch-.jpg|thumb|right|The Apple Watch quickly became the best-selling wearable device, with the shipment of 11.4 million smart watches in the first half of 2015, according to analyst firm Canalys.<ref>{{Cite web|url=https://www.theinquirer.net/inquirer/news/2418517/apple-watch-is-worlds-best-selling-wearable-with-42-million-shifted-in-q2|title=Apple Watch is 'world's best selling wearable' with 4.2 million shifted in Q2 |date=July 21, 2015}}</ref>]] The original Apple Watch [[smartwatch]] was announced by Tim Cook on September 9, 2014, being introduced as a product with health and fitness-tracking.<ref>{{Cite web |first=Natt |last=Garun |title=Everything Apple announced at its September 2014 keynote |url=https://thenextweb.com/apple/2014/09/09/everything-apple-announced-september-2014-keynote/ |website=The Next Web |date=September 9, 2014 |access-date=March 23, 2017}}</ref><ref>{{Cite web |first=Vlad |last=Savov |title=Apple Watch announced: available for $349 early next year |url=https://www.theverge.com/2014/9/9/6125873/apple-watch-smartwatch-announced |website=[[The Verge]] |date=September 9, 2014 |access-date=March 23, 2017}}</ref> It was released on April 24, 2015.<ref>{{Cite web |first=Sam |last=Machkovech |title=Apple Watch starts at $349, launching April 24 |url=https://arstechnica.com/apple/2015/03/apple-watch-launching-on-april-24-starting-at-349/ |website=[[Ars Technica]] |date=March 9, 2015 |access-date=March 23, 2017}}</ref><ref>{{Cite web |first1=Samuel |last1=Gibbs |first2=Alex |last2=Hern |title=Apple Watch: available 24 April for between $349 and $17,000 |url=https://www.theguardian.com/technology/2015/mar/09/apple-watch-available-april-24-for-between-349-and-10000 |website=[[The Guardian]] |date=March 9, 2015 |access-date=March 23, 2017}}</ref><ref>{{Cite web |first=Jacob |last=Kastrenakes |title=Apple Watch release date is April 24th, with pricing from $349 to over $10,000 |url=https://www.theverge.com/2015/3/9/8162455/apple-watch-price-release-date-2015 |website=[[The Verge]] |date=March 9, 2015 |access-date=March 23, 2017}}</ref> The second generation of Apple Watch, [[Apple Watch Series 2]], was released in September 2016, featuring greater water resistance, a faster processor, and brighter display. It was also released alongside a cheaper Series 1.<ref>{{Cite web |first=Romain |last=Dillet |title=Apple unveils the Apple Watch Series 2 |url=https://techcrunch.com/2016/09/07/apple-unveils-the-apple-watch-series-2/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=September 7, 2016 |access-date=October 11, 2017}}</ref> On September 12, 2017, Apple introduced the [[Apple Watch Series 3]] featuring LTE cellular connectivity, giving the wearable independence from an iPhone<ref>{{Cite web |first=Darrell |last=Etherington |title=The Apple Watch Series 3 comes with LTE connectivity |url=https://techcrunch.com/2017/09/12/the-new-apple-watch-series-3-has-cellular-built-in/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=September 12, 2017 |access-date=October 11, 2017}}</ref> except for the setup process.<ref>{{Cite web |first=Jack |last=Morse |title=An iPhone is required to get the new Apple Watch with LTE connectivity working |url=http://mashable.com/2017/09/12/apple-watch-series-3-iphone-setup |website=[[Mashable]] |date=September 13, 2017 |access-date=October 11, 2017}}</ref> On September 12, 2018, Apple introduced the [[Apple Watch Series 4]], featuring new display, [[electrocardiogram]], and fall detection.<ref>{{Cite web|url=https://www.apple.com/newsroom/2018/09/redesigned-apple-watch-series-4-revolutionizes-communication-fitness-and-health/|title=Apple Watch Series 4: Beautifully redesigned with breakthrough communication, fitness and health capabilities|last=|first=|date=September 12, 2018|website=Apple|access-date=}}</ref> On September 10, 2019, Apple introduced the Apple Watch Series 5, featuring a new magnetometer, a faster processor, and a new always-on display. The Series 4 was discontinued. On September 165th, 2020, Apple introduced the Apple Watch Series 6, with an emphasis on fitness, featuring blood oxygen measurement and ECGs, among other fitness features. They also introduced the Apple Watch SE on the 18th of the same month.<ref>{{Cite web|title=Apple Events - September 2020|url=https://www.apple.com/apple-events/september-2020/|access-date=2020-09-16|website=Apple|language=en-USApple has used Always on Retina Display in its Apple Watch Series 6. Its refresh rate is 60 Hz. The maximum brightness of the display is claimed to be 1,000 nits. The 40mm Apple Watch Series 6 has a resolution of 324×394 pixels, while the 44mm variant has a resolution of 368×448 pixels. Apple Watch Series 6 also has the ability to measure physical health. It can detect panic attacks and high level stress. You will be regularly told about breathing exercises, so that you can control stress levels. Apple claims that the user will get up to 18 hours of battery life in the Apple Watch Series 6. They also introduced the Apple Watch SE on the same day it is not Always On Retina Display. Users will get an optical heart rate monitor. This will give users high and low heart rate notifications. Fall detection, emergency SOS, international emergency calling and many other important features have become part of the new Apple Watch SE. However, features such as blood oxygenation and ECG are not part of it. There is also an electric heart rate sensor. It is claimed that it will give up to 18 hours of battery life..<ref>{{Cite web|title=Apple Watch 6 Release Date, Price And Specs - September 2020|url=https://techtalkhome.com/apple-watch-6-release-date-price-and-specs-good/ |access-date=September 19, 2020 |website=Tech Talk Home}}</ref> === Apple TV === {{Main|Apple TV}} At the 2007 Macworld conference, Jobs demonstrated the [[Apple TV]] (Jobs accidentally referred to the device as "iTV", its codename, while on stage), a set-top video device intended to bridge the sale of content from iTunes with high-definition televisions.<ref>{{Cite press release |url= https://www.apple.com/pr/library/2006/sep/12itunes7.html |title=Apple Announces iTunes 7 with Amazing New Features |publisher= Apple Inc. |date= September 12, 2006 |access-date= October 7, 2011 |url-status=dead |archiveurl= https://web.archive.org/web/20110515000953/http://www.apple.com/pr/library/2006/sep/12itunes7.html |archivedate= May 15, 2011}}</ref> The device, running a variant of Mac OS X, links up to a user's TV and syncs over the wireless or wired network with one computer's iTunes library and can stream content from an additional four. The Apple TV originally incorporated a 40 GB hard drive for storage, included outputs for [[HDMI]] and [[component video]], and played video at a maximum resolution of [[720p]].<ref name="living Room" /> On May 30, 2007, a 160 GB hard disk drive was released alongside the existing 40 GB model.<ref>{{Cite press release |url= https://www.apple.com/newsroom/2007/05/30YouTube-Coming-to-Apple-TV/ |title= YouTube Coming to Apple TV |publisher= Apple Inc. |date= May 30, 2007 |access-date= October 7, 2011}}</ref> A software update released on January 15, 2008, allowed media to be purchased directly from the Apple TV.<ref>{{Cite press release |url=https://www.apple.com/newsroom/2008/01/15Apple-Introduces-New-Apple-TV-Software-Lowers-Price-to-229/ |title= Apple Introduces New Apple TV Software & Lowers Price to $229 |publisher= Apple Inc. |date= January 15, 2008 |access-date= October 7, 2011}}</ref> In September 2009, Apple discontinued the original 40 GB Apple TV but continued to produce and sell the 160 GB Apple TV. On September 1, 2010, Apple released a completely redesigned Apple TV running on an iOS variant and discontinued the older model, which ran on a Mac OS X variant. The new device is one-fourth the size, runs quieter, and replaces the need for a hard drive with media streaming from any iTunes library on the network along with 8 GB of [[flash memory]] to [[cache (computing)|cache]] downloaded media. Like the iPad and the iPhone, Apple TV runs on an A4 processor. The memory included in the device is half of that in the [[iPhone 4]] at 256 MB; the same as the iPad, iPhone 3GS, third and fourth-generation [[iPod Touch]].<ref>{{Cite web |first= Ross |last= Miller |title=Apple TV teardown reveals 8GB flash storage, 256MB RAM, leftover iPad parts |url= https://www.engadget.com/2010/09/29/apple-tv-teardown-reveals-8gb-flash-storage-256mb-ram/ |website=[[Engadget]] |publisher=[[AOL]] |date= September 29, 2010 |access-date= March 23, 2017}}</ref> It has HDMI out as the only video output source. Features include access to the iTunes Store to rent movies and TV shows (purchasing has been discontinued), streaming from internet video sources, including [[YouTube]] and [[Netflix]], and media streaming from an iTunes library. Apple also reduced the price of the device to $99. A third generation of the device was introduced at an Apple event on March 7, 2012, with new features such as higher resolution (1080p) and a new user interface. At the September 9, 2015, event, Apple unveiled an overhauled Apple TV, which now runs a subsequent variant of iOS called [[tvOS]], and contains 32 GB or 64 GB of NAND Flash to store games, programs, and to cache the current media playing. The release also coincided with the opening of a separate Apple TV App Store and a new [[Siri Remote]] with a glass [[touchpad]], [[gyroscope]], and [[microphone]]. On December 12, 2016, Apple released a new iOS and tvOS [[media player (software)|media player]] app called [[Apple TV (software)|TV]] to replace the existing "Videos" iOS application. At the September 12, 2017, event, Apple released a new [[4K resolution|4K]] Apple TV with the same form factor as the 4th Generation model. The 4K model is powered by the [[Apple A10X|A10X]] SoC designed in-house that also powers their second-generation iPad Pro. The 4K model also has support for [[high dynamic range]]. On March 25, 2019, Apple announced [[Apple TV+]], their upcoming [[over-the-top media services|over-the-top]] subscription [[video on-demand]] [[web television]] service, will arrive Fall 2019. TV+ features exclusive [[list of original programs distributed by Apple|original shows, movies, and documentaries]].<ref>{{Cite press release |title= Apple unveils Apple TV+, the new home for the world's most creative storytellers |url= https://www.apple.com/newsroom/2019/03/apple-unveils-apple-tv-plus-the-new-home-for-the-worlds-most-creative-storytellers/ |website= Apple Newsroom |publisher= Apple Inc. |access-date= March 28, 2019 |date= March 25, 2019}}</ref> They also announced an update to the TV app with a new "[[Apple TV Channels|Channels]]" feature and that the TV app will expand to [[macOS]], numerous [[smart television]] models, [[Roku]] devices, and [[Amazon Fire TV]] devices later in 2019. === HomePod === {{Main|HomePod}} [[File:An Apple HomePod speaker .png|thumb|right|A white [[HomePod]] on display]] Apple's first smart speaker, the [[HomePod]] was released on February 9, 2018, after being delayed from its initial December 2017 release. It features seven [[tweeters]] in the base, a four-inch [[woofer]] in the top, and six microphones for voice control and acoustic optimization<ref name=":0">{{Cite news|url=https://www.theverge.com/2018/2/12/17003296/homepod-repair-ifixit-teardown|title=This iFixit teardown shows the HomePod is built like a tank|work=The Verge|access-date=February 14, 2018}}</ref><ref>{{Cite web|url=https://www.theverge.com/2017/7/31/16067710/apple-leaked-homepod-firmware-os-third-party-apps|title=HomePod firmware reveals more secrets of Apple's smart speaker|last=Ong|first=Thuy|date=July 31, 2017|website=The Verge|access-date=September 3, 2017}}</ref><ref name="wired-review">{{Cite web|url=https://www.wired.com/review/review-apple-homepod/|title=HomePod Review: Only Apple Devotees Need Apply|website=Wired.com|language=en-US|access-date=February 14, 2018}}</ref> On September 12, 2018, Apple announced that HomePod is adding new features—search by lyrics, set multiple timers, make and receive phone calls, Find My iPhone, Siri Shortcuts—and Siri languages.<ref>{{Cite web|url=https://www.apple.com/newsroom/2018/09/homepod-adds-new-features-and-siri-languages/|title=HomePod adds new features and Siri languages|last=|first=|date=September 12, 2018|website=Apple|access-date=}}</ref> In 2019, Apple, [[Google]], [[Amazon (company)|Amazon]], and [[ZigBee|Zigbee Alliance]] announced a partnership to make smart home products work together.<ref>{{Cite web|url=https://www.cnbc.com/2019/12/18/apple-google-amazon-zigbee-partner-on-smart-home.html|title=Apple, Google and Amazon are cooperating to make your home gadgets talk to each other|last=Haselton|first=Todd|date=December 18, 2019|website=CNBC|language=en|access-date=December 19, 2019}}</ref> === Software === {{Main|macOS|iOS|watchOS|tvOS}} [[File:WWDC 2011 Moscone West Exterior.jpg|thumb|[[Apple Worldwide Developers Conference]] is held annually by Apple to showcase its new software and technologies for software developers.]] Apple develops its own [[operating system]]s to run on its devices, including [[macOS]] for Mac personal computers,<ref>{{Cite web |first=Nick |last=Statt |title=Apple to release macOS Sierra on September 20th |url=https://www.theverge.com/2016/9/7/12758218/apple-mac-os-sierra-update-release-date-announced |website=[[The Verge]] |date=September 7, 2016 |access-date=June 9, 2017}}</ref> [[iOS]] for its iPhone, iPad and iPod Touch smartphones and tablets,<ref>{{Cite web |first=Tom |last=Warren |title=iOS 10 will be available on September 13th |url=https://www.theverge.com/2016/9/7/12739682/apple-ios-10-update-release-date-features-announced |website=[[The Verge]] |date=September 7, 2016 |access-date=June 9, 2017}}</ref> [[watchOS]] for its Apple Watch smartwatches,<ref>{{Cite web |first=Fitz |last=Tepper |title=Apple overhauls watchOS with new UI and faster app launching |url=https://techcrunch.com/2016/06/13/apple-overhauls-watchos-with-new-ui-and-faster-app-launching/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=June 13, 2016 |access-date=June 9, 2017}}</ref> and [[tvOS]] for its Apple TV digital media player.<ref>{{Cite web |first=Romain |last=Dillet |title=Apple just released tvOS 10 and here's what's new |url=https://techcrunch.com/2016/09/13/apple-just-released-tvos-10-and-heres-whats-new/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=September 13, 2016 |access-date=June 9, 2017}}</ref> For iOS and macOS, Apple also develops its own software titles, including [[Pages (word processor)|Pages]] for writing, [[Numbers (spreadsheet)|Numbers]] for spreadsheets, and [[Keynote (presentation software)|Keynote]] for presentations, as part of its [[iWork]] productivity suite.<ref>{{Cite web |title=iWork |url=https://www.apple.com/iwork/ |website=Apple Inc. |access-date=June 9, 2017}}</ref> For macOS, it also offers [[iMovie]] and [[Final Cut Pro X]] for video editing,<ref>{{Cite web |first=Juli |last=Clover |title=iMovie and Final Cut Pro for Mac Get Bug Fixes in New Updates |url=https://www.macrumors.com/2017/04/13/imovie-for-mac-bug-fix-update/ |website=[[MacRumors]] |date=April 13, 2017 |access-date=June 9, 2017}}</ref> and [[GarageBand]] and [[Logic Pro X]] for music creation.<ref>{{Cite web |first=Andrew |last=Griffin |title=Apple releases huge updates for music apps GarageBand and Logic Pro X |url=https://www.independent.co.uk/life-style/gadgets-and-tech/news/apple-music-garageband-logic-pro-x-macbook-pro-touch-bar-update-103-a7534906.html |website=[[The Independent]] |date=January 19, 2017 |access-date=June 9, 2017}}</ref> Apple's range of server software includes the operating system [[macOS Server]];<ref name="MacRumors macOS Server">{{Cite web |first=Mitchel |last=Broussard |title=macOS Server Updated for Sierra With New Setup Assistant Options and More |url=https://www.macrumors.com/2016/09/20/macos-server-updated-for-sierra/ |website=[[MacRumors]] |date=September 20, 2016 |access-date=June 9, 2017}}</ref> [[Apple Remote Desktop]], a remote systems management application;<ref>{{Cite web |first=Andrew |last=Cunningham |title=Apple Remote Desktop admin tool is updated for the first time in forever |url=https://arstechnica.com/apple/2015/01/apple-remote-desktop-admin-tool-is-updated-for-the-first-time-in-forever/ |website=[[Ars Technica]] |date=January 28, 2015 |access-date=June 9, 2017}}</ref> and [[Xsan]], a [[storage area network]] file system.<ref name="MacRumors macOS Server" /> Apple also offers online services with [[iCloud]], which provides [[File hosting service|cloud storage]] and synchronization for a wide range of user data, including documents, photos, music, device backups, and application data,<ref>{{Cite web |title=iCloud |url=https://www.macrumors.com/roundup/icloud/ |website=[[MacRumors]] |access-date=June 9, 2017}}</ref> and [[Apple Music]], its music and video [[Streaming media|streaming service]].<ref>{{Cite web |title=Apple Music |url=https://www.macrumors.com/roundup/apple-music/ |website=[[MacRumors]] |access-date=June 9, 2017}}</ref> === Electric vehicles === {{Main|Apple electric car project}} According to the ''[[Sydney Morning Herald]]'', Apple wants to start producing an [[electric car]] with [[autonomous driving]] as soon as 2020. Apple has made efforts to recruit battery development engineers and other electric automobile engineers from [[A123 Systems]], [[LG Chem]], [[Samsung Electronics]], [[Panasonic]], [[Toshiba]], [[Johnson Controls]] and [[Tesla Motors]].<ref>[https://www.smh.com.au/business/apple-wants-to-start-making-cars-as-soon-as-2020-20150220-13k4bj.html Apple wants to start making cars as soon as 2020], Tim Higgins, ''[[Sydney Morning Herald]]''</ref> == Corporate identity == === Logo === {{Multiple image | align = right | direction = vertical | width = 100 | image1 = Apple first logo.png | caption1 = First Apple logo<br />{{small|(1976–1977)<ref name="logo">{{Cite web |title=Logo Evolution: How Top Brands Redesigned Logos and Boosted Conversion |url=https://www.vardot.com/blog/logo-evolution-how-top-brands-redesigned-emblems-and-boosted-conversion-721 |website=Vardot |access-date=April 9, 2017}}</ref>}} | image2 = Apple Computer Logo rainbow.svg | caption2 = First official logo<br />{{small|(1977–1998)<ref name="logo" />}} | image3 = Apple Logo 1998.jpg | caption3= Third logo<br />{{small|(1998–2003)<ref name="logo" />}} | image4 = Apple logo black.svg | caption4 = Current logo<br />{{small|(since 1999 but co existed with the third logo until 2003)<ref name="logo" />}} }} {{See also|Typography of Apple Inc.}} {{Redirect|Apple logo|the programming language|Apple Logo}} According to Steve Jobs, the company's name was inspired by his visit to an apple farm while on a [[fruitarian]] diet. Jobs thought the name "Apple" was "fun, spirited and not intimidating".<ref>{{Cite news |title=Steve Jobs bio says Apple CEO abhorred 'corrupt' execs |url=http://www.cbc.ca/news/world/story/2011/10/20/steve-jobs-bio.html |access-date=October 21, 2011 |publisher=[[CBC News]] |date=October 20, 2011}}</ref> Apple's first logo, designed by [[Ron Wayne]], depicts [[Sir Isaac Newton]] sitting under an apple tree. It was almost immediately replaced by [[Rob Janoff]]'s "rainbow Apple", the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it. Janoff presented Jobs with several different monochromatic themes for the "bitten" logo, and Jobs immediately took a liking to it. However, Jobs insisted that the logo be colorized to humanize the company.<ref>{{Cite news |url=http://archive.wired.com/gadgets/mac/news/2003/09/60597 |title=Wired News: Apple Doin' the Logo-Motion |date=September 26, 2003}}</ref><ref>{{Cite web|url=https://twitter.com/intent/follow?screen_name=ZLOK|title=¥ves ฿ennaïm 🌿 (@ZLOK) on Twitter|website=twitter.com}}</ref> The logo was designed with a bite so that it would not be confused with a cherry.<ref name="creativebits_interview">{{Cite web |url=http://creativebits.org/interview/interview_rob_janoff_designer_apple_logo |title=Interview with Rob Janoff, designer of the Apple logo |first=Ivan |last=Raszl}}</ref> The colored stripes were conceived to make the logo more accessible, and to represent the fact the Apple II could generate graphics in color.<ref name="creativebits_interview" /> This logo is often erroneously referred to as a tribute to [[Alan Turing]], with the bite mark a reference to [[Alan Turing#Death|his method of suicide]].<ref>{{Cite news |url=https://www.independent.co.uk/news/media/logos-that-became-legends-icons-from-the-world-of-advertising-768077.html |title=Logos that became legends: Icons from the world of advertising |location=UK |work=The Independent |access-date=September 14, 2009 |date=January 4, 2008 |archiveurl=https://web.archive.org/web/20091003003651/http://www.independent.co.uk/news/media/logos-that-became-legends-icons-from-the-world-of-advertising-768077.html |archivedate=October 3, 2009 |url-status=live}}</ref><ref>{{Cite web |url=http://www.unisourcedesign.ca/en/archive_design_technology.html_1.html |title=Archived Interview with Rob Janoff |date=March 14, 2005 |url-status=dead |archiveurl=https://web.archive.org/web/20050314132032/http://www.unisourcedesign.ca/en/archive_design_technology.html_1.html |archivedate=March 14, 2005}}</ref> Both Janoff and Apple deny any homage to Turing in the design of the logo.<ref name="creativebits_interview" /><ref>{{Cite book |last=Leavitt |first=David |title=The Man Who Knew Too Much; Alan Turing and the invention of the computer |year=2007 |page=280 |location=Phoenix |isbn=978-0-7538-2200-5}}</ref> On August 27, 1999<ref name="web.archive.org">{{Cite web |url=https://www.apple.com/ |archiveurl=https://web.archive.org/web/19990827174523/http://www.apple.com/ |archivedate=August 27, 1999 |title=Apple Computer |date=August 27, 1999 |access-date=January 1, 2014}}</ref> (the year following the introduction of the [[iMac G3]]), Apple officially dropped the rainbow scheme and began to use monochromatic logos nearly identical in shape to the previous rainbow incarnation. An [[Aqua (user interface)|Aqua]]-themed version of the monochrome logo was used from 1998 to 2003, and a glass-themed version was used from 2007 to 2013.<ref>{{Cite web |url=http://thebrainfever.com/apple/the-lost-apple-logos-you-ve-never-seen |title=The Lost Apple Logos You've Never Seen |publisher=thebrainfever}}</ref> Steve Jobs and Steve Wozniak were [[The Beatles|Beatles]] fans,<ref>{{Cite news |last=Moses |first=Asher |title=Who was Steve Jobs the man? |work=The Age |location=Melbourne |url=http://www.theage.com.au/technology/technology-news/who-was-steve-jobs-the-man-20111007-1lcrx.html |access-date=October 7, 2011 |date=October 7, 2011}}</ref><ref>{{Cite news |title=Tearful memories for Apple co-founder |work=The Age |location=Melbourne |url=http://media.theage.com.au/news/world-news/tearful-memories-for-apple-cofounder-2675550.html |archive-url=https://web.archive.org/web/20111008110802/http://media.theage.com.au/news/world-news/tearful-memories-for-apple-cofounder-2675550.html |url-status=dead |archive-date=October 8, 2011 |access-date=October 7, 2011}}</ref> but Apple Inc. had name and logo trademark issues with [[Apple Corps|Apple Corps Ltd.]], a multimedia company started by the Beatles in 1968. This resulted in a [[Apple Corps v Apple Computer|series of lawsuits]] and tension between the two companies. These issues ended with the settling of their lawsuit in 2007.<ref>{{Cite news |last= Flynn |first= Laurie J. |title= After Long Dispute, Two Apples Work It Out |url= https://www.nytimes.com/2007/02/06/business/06apple.html |access-date= October 21, 2016 |work=[[The New York Times]] |date= February 6, 2007}}</ref> === Advertising === {{Main|Apple Inc. advertising}} Apple's first slogan, "[[Byte]] into an Apple", was coined in the late 1970s.<ref>{{Cite web|title=Apple Company|website=Operating System Documentation Project|date=December 10, 2007 |url=http://www.operating-system.org/betriebssystem/_english/fa-apple.htm|access-date=August 18, 2008|archiveurl=https://web.archive.org/web/20080921095608/http://www.operating-system.org/betriebssystem/_english/fa-apple.htm|archivedate=September 21, 2008|url-status=live}}</ref> From 1997 to 2002, the slogan "[[Think Different]]" was used in advertising campaigns, and is still closely associated with Apple.<ref>{{Cite web|url=http://www.theinspirationroom.com/daily/2005/apple-think-different|title=Apple Think Different Campaign|website=The Inspiration Room Daily|access-date=August 12, 2008|date=October 6, 2005}}</ref> Apple also has slogans for specific product lines — for example, "iThink, therefore iMac" was used in 1998 to promote the iMac,<ref>{{Cite web|url=http://www.wap.org/tours/macworldny/ithink.html|title=MacWorld New York: I think, therefore iMac|access-date=August 13, 2008}}</ref> and "Say hello to iPhone" has been used in iPhone advertisements.<ref>{{Cite web|url=http://billday.com/2007/06/29/say-hello-to-iphone/|website=BillDay.com|title=Say hello to iPhone|access-date=August 13, 2008|archiveurl=https://web.archive.org/web/20080907003704/http://billday.com/2007/06/29/say-hello-to-iphone/|archivedate=September 7, 2008|url-status=live|date=June 29, 2007}}</ref> "Hello" was also used to introduce the original Macintosh, [[Newton (platform)|Newton]], iMac ("hello (again)"), and iPod.<ref>{{Cite journal|title=IMac: What's in a Design, Anyway?|journal=[[Wired (magazine)|Wired]]|date=January 11, 2002|url=https://www.wired.com/2002/01/imac-whats-in-a-design-anyway/|archive-date=March 4, 2014|access-date=February 15, 2010|archiveurl=https://web.archive.org/web/20140304092046/http://www.wired.com/science/discoveries/news/2002/01/49652|url-status=live|last1=Manjoo|first1=Farhad}}</ref> From the introduction of the Macintosh in 1984, with the [[1984 (television commercial)|1984 Super Bowl advertisement]] to the more modern [[Get a Mac]] adverts, Apple has been recognized for its efforts towards effective advertising and marketing for its products. However, claims made by later campaigns [[Apple Inc. advertising#Criticism|were criticized]],<ref>{{Cite web |first=Ian |last=Williams |title=UK watchdog clears Apple ads |url=http://www.computing.co.uk/vnunet/news/2192019/asa-clears-apple-ads |archiveurl=https://archive.today/20080110012153/http://www.computing.co.uk/vnunet/news/2192019/asa-clears-apple-ads |website=Computing |publisher=Incisive Media Ltd |date=June 13, 2007 |archivedate=January 10, 2008 |access-date=April 18, 2017}}</ref> particularly the 2005 Power Mac ads.<ref>{{Cite news |title=Apple Power Mac ads 'misleading' |url=http://news.bbc.co.uk/2/hi/technology/3797261.stm |work=[[BBC News]] |date=June 11, 2004 |access-date=April 18, 2017}}</ref> Apple's product advertisements gained a lot of attention as a result of their eye-popping graphics and catchy tunes.<ref name="Daily News">Farber, Jim. [http://www.nydailynews.com/entertainment/music/2008/03/11/2008-03-11_apple_ad_creates_recognition_for_yael_na.html Apple ad creates recognition for Yael Naim], ''[[New York Daily News]]'', March 11, 2008.</ref> Musicians who benefited from an improved profile as a result of their songs being included on Apple advertisements include Canadian singer [[Feist (singer)|Feist]] with the song "[[1234 (Feist song)|1234]]" and [[Yael Naim|Yael Naïm]] with the song "[[New Soul]]".<ref name="Daily News" /> Apple owns a [[YouTube]] channel where they release advertisements, tips, and introductions for their devices.<ref>{{Cite web |first=Andrew |last=Liptak |title=Apple's new iPhone 8 Plus ad showcases its Portrait Lighting feature |url=https://www.theverge.com/2017/9/30/16390098/apple-iphone-8-plus-ad-portrait-lighting |website=[[The Verge]] |date=September 30, 2017 |access-date=October 11, 2017}}</ref><ref>{{Cite web |first=Zac |last=Hall |title=Apple launches whimsical iPad Pro ad campaign based on PC user tweets |url=https://9to5mac.com/2017/02/17/ipad-pro-pc-ads/ |website=9to5Mac |date=February 17, 2017 |access-date=October 11, 2017}}</ref> ===Brand Semiotics=== [[Semiotics]] is the study of how meaning is derived from [[symbols]] and [[sign]]s and provides major insight for understanding [[brand management]] and [[brand loyalty]]. [[Ferdinand de Saussure]], a Swiss linguist and [[semiotician]], created a semiotic model that identifies two parts of a sign: the [[signified and signifier]]. The signifier is the perceptual component that we physically see, and the signified is then the concept which the sign refers to. In Saussure’s model, the sign results from the recognition of a sound or object with a concept. In his model, the signified and signifier are “as inseparable as two sides of a piece of paper".<ref name=Chandler>{{cite book|last1=Chandler|first1=Daniel|title=Semiotics: The Basics|date=2018|publisher=Routledge|location=New York, NY|edition=3rd}}</ref> The second popular semiotic model that exists is the Peircean Model. [[Charles Sanders Pierce]] was a logician. His model, like Saussure’s model, involved the relationship between the elements of signs and objects. However, the Peircean model added that whoever is decoding the sign must have some previous understanding or knowledge about the transmitted message.<ref>{{cite book |last1=Parmentier |first1=Richard |title=Signs in society: Studies in semiotic anthropology |date=1994 |publisher=Indiana University Press |isbn=0253327571}}</ref> Peirce’s model can be represented using the three sides of triangle: the [[representamen]] (the sign), an object (what the sign represents), and the [[interpretant]] (the produced effect by the sign).<ref name=Chandler/> The symbolic representation that a [[brand]] carries can affect how a [[consumer]] “recalls, internalizes, and relates” to the performance of a company. There is plenty of evidence to show that a company can easily fail if they do not keep track of how the brand changes with the [[media culture]]. Semiotic research can be used to help a company relate to their customer’s culture over time and help their brand to stand out in competitive markets.<ref>{{cite journal |last1=Oswald |first1=L. |title=The structural semiotics paradigm for marketing research: theory, methodology, and case analysis. |journal=Semiotica |date=2015 |volume=2015 |issue=205 |doi= 10.1515/sem-2015-0005}}</ref> The first two Apple logos are drastically different from each other. However, they both share the sign of an apple. In the original logo designed by [[Ronald Wayne]], [[Sir Isaac Newton]] is seen sitting under the infamous apple tree about to bear fruit above, just before his discovery of gravity. Analysis of the [[semiotics]] with Saussure's model yields the signified, or sign, of the apple. The signifier represents discovery, innovation, and the notion of thought.<ref name=SlideShare>{{cite web|last1=Rohan|first1=R.|title=Semiotics Analysis of Apple Inc. Logo|url=https://www.slideshare.net/RohitRohan/semiotics-analysis-of-the-apple-inc-logo.https://wingblogcom.wordpress.com/2017/01/10/semiotics-of-apples-brand-logos/|website=LinkedIn SlideShare|publisher=Linkedin|accessdate=March 27, 2020}}</ref> It was quickly realized that the original logo was too complicated and intellectual for the needed purpose. The company’s mission was, and still is, to simplify technology for the everyday life. A fun and clever logo that spoke to computer-savvy people was needed. In 1977, [[Rob Janoff]] created the iconic rainbow apple symbol that is still recognized today. The logo has double meaning and differs from the many serious corporate logos in existence at the time.{{Sfn|Linzmayer|2004}}{{page needed|date=June 2020}} Apple Inc. is well known for being an innovative company who challenge the status quo and established standards. Again, using Saussure’s semiotic model, the signified, is an apple, but with a bite taken out of it. Because Apple is seen as a challenger in the industry, the most common signifier is the forbidden fruit from the Biblical reference, the Garden of Eden.<ref name=Cowin>{{cite web|last1=Cowin|first1=E.|title=The evolution of U.S. corporate logos a semiotic analysis|url=http://stars.library.ucf.edu/cgi/viewcontent.cgi?article=3024&context=etd|accessdate=March 27, 2020}}</ref> The signified is the bite from the apple, and the represented signifier is the tree of knowledge, thus symbolizing Apple as a rebellious young company ready to challenge the world<ref name=SlideShare/> and the promise of knowledge that an entire culture of Apple users may gain from the product.<ref name=Cowin/> The [[semiotics]] of the bite and the color of the logo can also be looked at from a technological viewpoint. The bite is the [[signified]] and the computer storage unit, [[byte]], is the [[signifier]]. The rainbow color of the logo portrays the message that the its [[computer monitor]] could be produce color images.<ref name=SlideShare/> [[Steve Jobs]] argued that color was crucial for "humanizing the company" at that time.<ref name=Cowin/> The only thing to change with the logo since 1977 has been the color. In 1998, a [[monochromatic]] logo was implemented with the release of the first [[iMac]]. This is the first Mac to not have the iconic rainbow-colored apple since its creation 20 years prior.<ref name=Biricik>{{cite document|last1=Biricik|first1=Asli|title=The role of logo design in creating brand emotion: A semiotic comparison of the Apple and IBM logos|citeseerx=10.1.1.427.5285}}</ref> The new look represents a new era of Apple Inc. The logo's shape had become untouchable and Apple's message is that it is better to be different.<ref name=Biricik/> === Brand loyalty === {{Quote box|width=30%|quote="The scenes I witnessed at the opening of the new Apple store in London's [[Covent Garden]] were more like an evangelical prayer meeting than a chance to buy a phone or a laptop."|source=—[[Alex Riley (comedian)|Alex Riley]], writing for the BBC<ref name="riley1">{{Cite news |last=Riley |first=Alex |url=https://www.bbc.co.uk/news/business-13416598 |title=Superbrands' success fuelled by sex, religion and gossip |work=BBC News |date=May 16, 2011 |access-date=December 28, 2011}}</ref> }} Apple customers gained a reputation for devotion and loyalty early in the company's history. In 1984, ''[[BYTE]]'' stated that:<ref name="lemmons198412">{{Cite magazine |last=Lemmons |first=Phil |date=December 1984 |title=Apple and Its Personal Computers |url=https://archive.org/stream/byte-magazine-1984-12/1984_12_BYTE_09-13_Communications#page/n399/mode/2up |magazine=BYTE |page=A4}}</ref> {{Quote | style=font-size:100% |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.}} [[File:Ifc shanghai Apple Store.jpg|thumb|Apple aficionados wait in line around an Apple Store in Shanghai in anticipation of a new product.]] [[Apple evangelist]]s were actively engaged by the company at one time, but this was after the phenomenon had already been firmly established. Apple [[Evangelism marketing|evangelist]] [[Guy Kawasaki]] has called the brand fanaticism "something that was stumbled upon,"<ref>{{Cite web |first1=Ben |last1=McConnell |first2=Jackie |last2=Huba |title=The father of evangelism marketing |url=http://creatingcustomerevangelists.com/resources/evangelists/guy_kawasaki.asp |archiveurl=https://web.archive.org/web/20030725064021/http://creatingcustomerevangelists.com/resources/evangelists/guy_kawasaki.asp |website=Creating Customer Evangelists |archivedate=July 25, 2003 |access-date=April 18, 2017}}</ref> while Ive explained in 2014 that "People have an incredibly personal relationship" with Apple's products.<ref name="Time" /> [[Apple Store]] openings and new product releases can draw crowds of hundreds, with some waiting in line as much as a day before the opening.<ref name="Brand loyalty 1">{{Cite web |first1=Alex |last1=Webb |first2=Mark |last2=Gurman |first3=Adam |last3=Satariano |title=The Apple Store Line Is Dying |url=https://www.bloomberg.com/news/articles/2016-09-16/the-apple-store-line-is-dying-as-iphone-fans-order-more-online |publisher=[[Bloomberg L.P.]] |date=September 16, 2016 |access-date=May 25, 2017 |url-access=subscription}}</ref><ref name="Brand loyalty 2">{{Cite web |first=Ira |last=Kalb |title=The Truth Behind The Giant Apple Store Lines |url=http://www.businessinsider.com/if-you-think-apple-lines-are-spontaneous-think-again-2014-9 |website=[[Business Insider]] |date=September 9, 2014 |access-date=May 25, 2017}}</ref><ref name="Brand loyalty 3">{{Cite web |first=Joe |last=Rossignol |title=iPhone 6s Lines Forming at Apple Stores Ahead of Launch Day |url=https://www.macrumors.com/2015/09/24/iphone-6s-apple-store-lineups/ |website=[[MacRumors]] |date=September 24, 2015 |access-date=May 25, 2017}}</ref><ref name="Brand loyalty 4">{{Cite web |first=Joe |last=Rossignol |title=Apple's Beautiful New Store in Brussels Opens to Long Lines and Fanfare |url=https://www.macrumors.com/2015/09/19/apple-store-brussels-grand-opening-video/ |website=[[MacRumors]] |date=September 19, 2015 |access-date=May 25, 2017}}</ref> The opening of [[New York City]]'s [[Fifth Avenue]] "Cube" store in 2006 became the setting of a marriage proposal, and had visitors from Europe who flew in for the event.<ref>{{Cite web |first=Jonny |last=Evans |title=Apple NY opening makes global headlines |url=http://www.macworld.co.uk/news/mac/apple-ny-opening-makes-global-headlines-14707/ |website=[[Macworld]] |publisher=[[International Data Group]] |date=May 22, 2006 |access-date=May 25, 2017}}</ref> In June 2017, a newlywed couple took their wedding photos inside the then-recently opened Orchard Road Apple Store in Singapore.<ref>{{Cite web |first=Yi Shu |last=Ng |title=Till death do us dongle: Newlyweds take their Apple obsession to the next level |url=http://mashable.com/2017/06/14/apple-store-wedding-pics/ |website=[[Mashable]] |date=June 14, 2017 |access-date=June 16, 2017}}</ref><ref>{{Cite web |first=Cady |last=Lang |title=This Tech-Obsessed Couple Took Their Wedding Photos in an Apple Store |url=http://time.com/4818189/apple-store-wedding-photos/ |website=[[Time (magazine)|Time]] |date=June 14, 2017 |access-date=June 16, 2017}}</ref> The high level of brand loyalty has been criticized and ridiculed, applying the epithet "Apple fanboy" and mocking the lengthy lines before a product launch.<ref>{{Cite web |title=Confessions of an Apple fanboy: I'm going to miss the queues |url=https://www.theguardian.com/technology/2015/apr/08/confessions-of-an-apple-fanboy-im-going-to-miss-the-queues |website=[[The Guardian]] |date=April 8, 2015 |access-date=March 23, 2017}}</ref> An internal memo leaked in 2015 suggested the company planned to discourage long lines and direct customers to purchase its products on its website.<ref>{{Cite web |first=Samuel |last=Gibbs |title=Is the Apple queue dead? A leaked memo suggests it could be |url= https://www.theguardian.com/technology/2015/apr/07/apple-store-queue-dead-leaked-memo |website=[[The Guardian]] |date=April 7, 2015 |access-date= March 23, 2017}}</ref> ''[[Fortune (magazine)|Fortune]]'' magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012.<ref>{{Cite magazine|last=Fisher |first=Anne |title=America's Most Admired Companies |magazine=[[Fortune (magazine)|Fortune]] |publisher=[[CNN]] |volume=157 |issue=5 |pages=65–67 |date=March 17, 2008 |url= https://money.cnn.com/galleries/2008/fortune/0802/gallery.mostadmired_top20.fortune/index.html |ref=harv}}</ref><ref>{{Cite magazine|last=Colvin |first=Geoff |title=The World's Most Admired Companies 2009 |magazine=[[Fortune (magazine)|Fortune]] |publisher=[[CNN]] |volume=159 |issue=5 |page=76 |date=March 16, 2009 |url=https://money.cnn.com/magazines/fortune/mostadmired/2009/full_list/ |ref=harv}}</ref><ref>{{Cite magazine|url=https://money.cnn.com/magazines/fortune/mostadmired/2010/snapshots/670.html |title=World's Most Admired Companies |magazine=[[Fortune (magazine)|Fortune]] |publisher=[[CNN]] |date=March 2010 |access-date=March 7, 2010 |ref=harv |archiveurl=https://web.archive.org/web/20100307092117/https://money.cnn.com/magazines/fortune/mostadmired/2010/snapshots/670.html |archivedate=March 7, 2010 |url-status=live}}</ref><ref>{{Cite magazine|url= https://money.cnn.com/magazines/fortune/mostadmired/2011/snapshots/670.html |title=World's Most Admired Companies |magazine=[[Fortune (magazine)|Fortune]] |publisher=[[CNN]] |date=Nov 2011 |access-date=November 10, 2011 |ref=harv}}</ref><ref>{{Cite magazine|title=The World's Most Admired Companies |magazine=[[Fortune (magazine)|Fortune]] |date=March 19, 2012 |volume=165 |issue=4 |pages=139–140 |url=https://money.cnn.com/magazines/fortune/most-admired/2012/snapshots/670.html?iid=splwinners}}</ref> On September 30, 2013, Apple surpassed [[Coca-Cola]] to become the world's most valuable brand in the [[Omnicom Group]]'s "Best Global Brands" report.<ref>{{Cite news |title=Apple Passes Coca-Cola as Most Valuable Brand |url=https://www.nytimes.com/2013/09/30/business/media/apple-passes-coca-cola-as-most-valuable-brand.html |access-date=October 21, 2013 |newspaper=[[The New York Times]] |date=September 29, 2013 |first=Stuart |last=Elliot}}</ref> [[Boston Consulting Group]] has ranked Apple as the world's most innovative brand every year since 2005.<ref>[https://www.forbes.com/sites/susanadams/2013/09/27/is-apple-the-worlds-most-innovative-company-still/ Is Apple The World's Most Innovative Company (Still)?], ''[[Forbes]]'', September 27, 2013.</ref> ''[[The New York Times]]'' in 1985 stated that "Apple above all else is a marketing company".<ref name="esd19850319">{{Cite news |url= https://www.nytimes.com/1985/03/19/science/personal-computers-apple-might-learn-a-thing-or-two-from-ibm.html |title=Apple Might Learn a Thing or Two from I.B.M. |last=Sandberg-Diment |first=Erik |date=March 19, 1985 |work=[[The New York Times]] |access-date=July 3, 2017 |page=C4 |issn=0362-4331}}</ref> John Sculley agreed, telling ''[[The Guardian]]'' newspaper in 1997 that "People talk about technology, but Apple was a marketing company. It was the marketing company of the decade."<ref>{{Cite news |url= http://archive.wired.com/gadgets/mac/commentary/cultofmac/2002/12/56677 |title=Wired News: Apple: It's All About the Brand |date=December 4, 2002 |work=[[Wired (magazine)|Wired]] |url-status=dead |archiveurl= https://web.archive.org/web/20141113074638/http://archive.wired.com/gadgets/mac/commentary/cultofmac/2002/12/56677 |archivedate=November 13, 2014}}</ref> Research in 2002 by [[Nielsen Online|NetRatings]] indicate that the average Apple consumer was usually more affluent and better educated than other PC company consumers. The research indicated that this correlation could stem from the fact that on average Apple Inc. products were more expensive than other PC products.<ref>{{Cite web |first=Ian |last=Fried |title=Are Mac users smarter? |url= http://news.cnet.com/2100-1040-943519.html |archiveurl=https://web.archive.org/web/20090706150407/http://news.cnet.com/2100-1040-943519.html |website=[[CNET]] |date=July 12, 2002 |archivedate=July 6, 2009 |access-date=March 23, 2017}}</ref><ref>{{Cite web |title=Computer Ownership Statistics |url=http://www.npd.com/press/releases/press_091005.html |publisher=[[The NPD Group]] |access-date=November 22, 2010 |date=October 5, 2009}}</ref> In response to a query about the devotion of loyal Apple consumers, Jonathan Ive responded:{{Quote | style=font-size:100% |What people are responding to is much bigger than the object. They are responding to something rare—a group of people who do more than simply make something work, they make the very best products they possibly can. It's a demonstration against thoughtlessness and carelessness.<ref name="Time" />}} === Home page === The Apple website [[home page]] has been used to commemorate, or pay tribute to, milestones and events outside of Apple's product offerings, including: * 2020: [[John Lewis]]<ref>{{Cite web|date=July 19, 2020|title=Apple|url=https://web.archive.org/web/20200719001643/http://apple.com/|access-date=July 19, 2020|website=web.archive.org}}</ref> * 2020: [[International Women's Day]] <ref>{{Cite web|url=https://www.cnet.com/news/apple-dedicates-its-homepage-to-international-womens-day/|title=Apple dedicates its homepage to International Women's Day|last=Musil|first=Steven|website=CNET|language=en|access-date=March 9, 2020}}</ref> *2020: [[Martin Luther King Jr.]]<ref>{{Cite web|url=https://9to5mac.com/2020/01/20/celebrating-martin-luther-king/|title=Apple once more dedicates homepage to celebrating Martin Luther King Jr Day|last=Lovejoy|first=Ben|date=January 20, 2020|website=9to5Mac|language=en-US|access-date=January 22, 2020}}</ref> *2019: [[Martin Luther King Jr.]]<ref>{{Cite web|url=https://9to5mac.com/2019/01/21/martin-luther-king-jr-day-2019/|title=Apple again devotes homepage to celebrating Martin Luther King Jr. Day|last=Lovejoy|first=Ben|date=January 21, 2019|website=[[9to5Mac]]|language=en-US|access-date=January 21, 2019}}</ref> * 2018: [[Martin Luther King Jr.]]<ref>{{Cite web |url=https://9to5mac.com/2018/01/15/martin-luther-king-jr-day/ |title= Apple celebrates Martin Luther King Jr. Day with homepage photo & timely quote |work=[[9to5Mac]] |access-date=January 15, 2018|date= January 15, 2018}}</ref> * 2017: [[Martin Luther King Jr.]]<ref>{{Cite web |url=http://www.macrumors.com/2017/01/16/apple-tim-cook-honor-martin-luther-king-jr/ |title=Apple and Tim Cook Honor Dr. Martin Luther King, Jr |work=[[MacRumors]] |access-date=January 16, 2017}}</ref> * 2016: [[Muhammad Ali]]<ref>{{Cite web |url=http://macdailynews.com/2016/06/05/apple-homepage-pays-tribute-to-muhammad-ali-the-greatest-of-all-time/ |title=Apple homepage pays tribute to Muhammad Ali, The Greatest of All Time |work= MacDailyNews |access-date=June 5, 2016|date=June 5, 2016}}</ref> * 2016: [[William Campbell (business executive)|Bill Campbell]] (board member and friend)<ref>{{Cite web |work=Mac Observer |url= https://www.macobserver.com/tmo/cool_stuff_found/post/apple-website-honors-bill-campbell |title=Apple Website Honors Bill Campbell |access-date=April 19, 2016}}</ref> * 2016: [[Martin Luther King Jr.]]<ref>{{Cite web |url=http://www.macrumors.com/2016/01/18/apple-martin-luther-king-jr-homepage/ |title=Apple Honors Dr. Martin Luther King Jr. With Homepage Tribute |work=[[MacRumors]] |access-date=January 18, 2016}}</ref> * 2015: [[Martin Luther King Jr.]]<ref>{{Cite web |url=https://9to5mac.com/2015/01/19/apple-commemorates-martin-luther-king-on-its-homepage-encouraging-employees-to-volunteer-through-gift-matching/ |title= Apple commemorates Martin Luther King on its homepage, encouraging employees to volunteer through gift matching |work=[[9to5Mac]] |access-date=January 19, 2015|date= January 19, 2015}}</ref> * 2014: [[Robin Williams]]<ref>{{Cite web |first=Joe |last=Berkowitz |title=Apple's Minimalist Salute To Robin Williams Says All It Needs To |url= http://www.fastcocreate.com/3034326/image-of-the-day/apples-minimalist-salute-to-robin-williams-says-all-it-needs-to |website=Fast Company Co.Create |publisher=Mansueto Ventures, LLC |access-date=September 15, 2014 |date=August 13, 2014}}</ref> * 2013: [[Nelson Mandela]]<ref>{{Cite web |author1=Steve Kovach |title=Apple's Home Page Is A Tribute To Nelson Mandela |url=http://www.businessinsider.com/apple-nelson-mandela-home-page-2013-12 |website=[[Business Insider]] |access-date=September 15, 2014 |date=December 7, 2013}}</ref> * 2012: [[Steve Jobs]]<ref>{{Cite web |url=https://www.cultofmac.com/194455/apple-posts-steve-jobs-tribute-his-spirit-will-forever-be-the-foundation-of-apple/ |work=[[Cult of Mac]] |title= Apple Posts Steve Jobs Tribute: "His Spirit Will Forever Be The Foundation Of Apple" |access-date=October 5, 2012|date=October 5, 2012}}</ref> * 2011: [[Steve Jobs]]<ref>{{Cite news |author1=Nick Wingfield |title=With Steve Jobs Tribute, a Home Page Reflects Apple's Founder Again |url=http://bits.blogs.nytimes.com/2012/10/05/with-steve-jobs-tribute-a-home-page-reflects-its-founder-again/ |access-date=September 15, 2014 |work=[[The New York Times]] |date=October 5, 2012}}</ref> * 2010: [[Jerry York (businessman)|Jerome B. York]] (board member)<ref>{{Cite web |author1=Jennifer Van Grove |title=Apple Pays Tribute to Board Member Jerome B. York |url=http://mashable.com/2010/03/18/jerome-york-tribute/ |website=[[Mashable]] |date=March 18, 2010}}</ref> * 2007: [[Al Gore]] (board member; in honor of his [[2007 Nobel Peace Prize|Nobel Peace Prize]])<ref>{{Cite web |first=Jacqui |last=Cheng |title=Apple "bursting with pride" over Al Gore's Peace Prize |url=https://arstechnica.com/apple/2007/10/apple-bursting-with-pride-over-al-gores-peace-prize/ |website=[[Ars Technica]] |date=October 12, 2007 |access-date=March 23, 2017}}</ref> * 2005: [[Rosa Parks]]<ref>{{Cite web |first=Ina |last=Fried |title=Apple pays tribute to Rosa Parks |url=https://www.cnet.com/news/apple-pays-tribute-to-rosa-parks/ |website=[[CNET]] |date=October 26, 2005 |access-date=March 23, 2017}}</ref> * 2003: [[Gregory Hines]]<ref>{{Cite web |first=Bryan |last=Chaffin |title=Apple Remembers Gregory Hines With Think Different Home Page (With Screen Shot) |url=http://www.macobserver.com/tmo/article/Apple_Remembers_Gregory_Hines_With_Think_Different_Home_Page_With_Screen_Sh |website=The Mac Observer |access-date=September 15, 2014 |date=August 11, 2003}}</ref> * 2001: [[George Harrison]]<ref>{{Cite web |title=When Steve Jobs and Apple put George Harrison on the Apple.com homepage |url=http://www.edibleapple.com/2011/09/15/steve-jobs-george-harrison-apple-homepage/ |website=Edible Apple |publisher=Edible Apple |access-date=September 15, 2014 |date=September 15, 2011}}</ref> === Headquarters === {{Main|Apple Park|Apple Campus}} Apple Inc.'s world corporate headquarters are located in the middle of [[Silicon Valley]], at 1–6 [[Infinite Loop (street)|Infinite Loop]], [[Cupertino, California|Cupertino]], California. This Apple campus has six buildings that total {{Convert|850000|ft2|m2}} and was built in 1993 by Sobrato Development Cos.<ref>{{Cite news |url=http://sanjose.bizjournals.com/sanjose/stories/2005/10/03/story4.html |first=Sharon |last=Simonson |title=Apple gobbles up Cupertino office space |date=October 2, 2005}}</ref> Apple has a satellite campus in neighboring [[Sunnyvale, California]], where it houses a testing and research laboratory.<ref>{{Cite web |url=http://www.mercurynews.com/business/ci_25809442/apple-plans-occupy-290-000-square-foot-office |title=2014: Apple to occupy seven-building Sunnyvale campus |website=mercurynews.com|date=May 21, 2014}}</ref> [[AppleInsider]] claimed in March 2014 that Apple has a top-secret facility for development of the SG5 electric vehicle project codenamed "Titan" under the shell company name [[SixtyEight Research]].<ref>{{Cite web |url=http://appleinsider.com/articles/15/03/13/project-titan-sixtyeight-sg5-inside-apples-top-secret-electric-car-project |title=Project Titan, SixtyEight & SG5: Inside Apple's top-secret electric car project |website=[[AppleInsider]]}}</ref> {{Wide image|Steve Jobs Theater - Auditorium.jpg|800px|Panorama of the Auditorium in the [[Steve Jobs Theater]] at [[Apple Park]] in 2018|right}} In 2006, Apple announced its intention to build a [[Apple Park|second campus]] in Cupertino about {{Convert|1|mi}} east of the current campus and next to Interstate 280.<ref>{{Cite web |title=The Bay Area: Apple Inc |website=traveldk.com |publisher=Dorling Kindersley Limited |url=http://traveldk.com/san-francisco/bay-area/member/apple-inc |access-date=May 7, 2008 |archiveurl=https://web.archive.org/web/20080618233109/http://traveldk.com/san-francisco/bay-area/member/apple-inc |archivedate=June 18, 2008 |url-status=live}}</ref> The new campus building has been designed by [[Norman Foster]].<ref>{{Cite web |title=Apple's New Headquarters Will Be Designed by Norman Foster |website=Inhabitat |url=http://inhabitat.com/apples-new-headquarters-will-be-designed-by-norman-foster/ |access-date=June 9, 2010}}</ref> The Cupertino City Council approved the proposed "spaceship" design campus on October 15, 2013, after a 2011 presentation by Jobs detailing the architectural design of the new building and its environs. The new campus is planned to house up to 13,000 employees in one central, four-storied, circular building surrounded by extensive landscape. It will feature a café with room for 3,000 sitting people and parking underground as well as in a parking structure. The 2.8 million square foot facility will also include Jobs's original designs for a fitness center and a corporate auditorium.<ref name="Green light for spaceship">{{Cite web |first=Don |last=Reisinger |title=Apple's 'spaceship' HQ gets green light from Cupertino |url=https://www.cnet.com/news/apples-spaceship-hq-gets-green-light-from-cupertino/ |website=[[CNET]] |date=October 16, 2013 |access-date=March 23, 2017}}</ref> [[File:Steve Jobs Theater - external.jpg|thumb|External view of the Steve Jobs Theater at [[Apple Park]] in 2018]] Apple has expanded its campuses in [[Austin, Texas]], concurrently with building Apple Park in Cupertino. The expansion consists of two locations, with one having {{convert|1.1|e6ft2|m2}} of workspace, and the other {{convert|216,000|ft2|m2}}.<ref>{{Cite web|first=Don|last=Reisinger|title=Where Apple Has Quietly Built Its Biggest Campus|url= http://fortune.com/2016/09/01/apple-austin-campus/|website=[[Fortune (magazine)|Fortune]]|url-access=subscription|date=September 1, 2016|access-date=July 14, 2017}}</ref> Apple will invest $1 billion to build the North Austin campus.<ref>{{Cite web|url=https://www.apple.com/newsroom/2018/12/apple-to-build-new-campus-in-austin-and-add-jobs-across-the-us/|title=Apple to build new campus in Austin and add jobs across the US|website=[[Apple Newsroom]] |language=en-US|access-date=December 13, 2018}}</ref> At the biggest location, 6,000 employees work on technical support, manage Apple's network of suppliers to fulfill product shipments, aid in maintaining [[iTunes Store]] and [[App Store (iOS)|App Store]], handle economy, and continuously update [[Apple Maps]] with new data. At its smaller campus, 500 engineers work on next-generation processor chips to run in future Apple products.<ref>{{Cite web |first=Vindu |last=Goel |title=How Apple Empowers, and Employs, the American Working Class |url=https://www.nytimes.com/2016/11/21/technology/how-apple-empowers-and-employs-the-american-working-class.html |website=[[The New York Times]] |date=November 20, 2016 |access-date=July 14, 2017}}</ref> Apple's headquarters for Europe, the Middle East and Africa (EMEA) are located in [[Cork (city)|Cork]] in the south of [[Republic of Ireland|Ireland]].<ref name="bbc17782206">{{Cite news |title=Apple to create 500 jobs in Cork |work=BBC News |url=https://www.bbc.co.uk/news/world-europe-17782206 |access-date=April 21, 2012 |date=April 20, 2012}}</ref><ref name="humphries1">{{Cite news |title=Reuters News Article Discussing Addition of 500 new jobs to Apple's European Headquarters |work=[[Reuters]] |url= http://uk.reuters.com/article/2012/04/20/us-apple-ireland-idUKBRE83J0PI20120420 |access-date=April 21, 2012 |first=Conor |last=Humphries |date=April 20, 2012 |url-status=dead |archiveurl=https://web.archive.org/web/20120618205051/https://uk.reuters.com/article/2012/04/20/us-apple-ireland-idUKBRE83J0PI20120420 |archivedate=June 18, 2012}}</ref><ref>{{Cite web |title=Job Description on Apple Website describing Apple's EMEA headquarters |website=[[Apple.com]] |publisher=Apple Inc. |url=https://www.apple.com/de/jobs/cork/cust_service.html |access-date=April 18, 2012 |url-status=dead |archiveurl=https://web.archive.org/web/20070901082502/http://www.apple.com/de/jobs/cork/cust_service.html |archivedate=September 1, 2007}}</ref><ref>{{Cite news |title=Irish Independent Article Discussing Addition of 500 new jobs to Apple's EMEA Headquarters |work=[[Irish Independent]] |url=http://www.independent.ie/business/technology/apple-to-create-500-jobs-as-demand-for-products-soars-3087871.html |access-date=April 21, 2012 |first1=Ralph |last1=Riegel |first2=Anne-Marie |last2=Walsh |date=April 21, 2012}}</ref><ref>{{Cite web |title=Article from the Irish Examiner Describing Cork as Apple's European Headquarters |website=[[Irish Examiner]] |url=http://www.irishexaminer.com/breakingnews/ireland/apple-rejects-greenpeace-claims-after-cork-protest-547997.html |access-date=April 18, 2012|date=April 18, 2012}}</ref><ref>{{Cite news |title=Article from the Irish Times Describing Cork as Apple's European Headquarters |work=[[Irish Times]] |url=https://www.irishtimes.com/newspaper/breaking/2012/0418/breaking24.html |access-date=April 18, 2012 |first=Barry |last=Roche}}</ref><ref>{{Cite news |title=Article from the Belfast Telegraph Describing Cork as Apple's European Headquarters |newspaper=[[Belfast Telegraph]] |url= http://www.belfasttelegraph.co.uk/news/local-national/republic-of-ireland/green-protest-targets-apples-hq-16146651.html |access-date=April 18, 2012}}</ref> The facility, which opened in 1980, is Apple's first location outside of the United States.<ref>{{Cite web |title=Irish Examiner Article |website=[[Irish Examiner]] |url=http://www.irishexaminer.com/ireland/kfgbsnsnmhoj/rss2/ |access-date=April 21, 2012|date=October 6, 2011}}</ref> Apple Sales International, which deals with all of Apple's international sales outside of the US, is located at Apple's campus in Cork<ref>{{Cite web |title=Bloomberg Businessweek Profile of Apple Sales International |website=[[Bloomberg Businessweek]] |url= http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=26016763l |access-date=April 18, 2012}}{{Verify source|date=November 2017}}</ref> along with Apple Distribution International, which similarly deals with Apple's international distribution network.<ref>{{Cite web |title=Apple's Irish website with contact information for Apple Distribution International at Cork |website=[[Apple.com]] |url=https://www.apple.com/ie/contact/ |access-date=April 18, 2012}}</ref> On April 20, 2012, Apple added 500 new jobs at its European headquarters, increasing the total workforce from around 2,800 to 3,300 employees.<ref name="Green light for spaceship" /><ref name="humphries1" /><ref>{{Cite web |title=Times of India Article on discussing addition of 500 jobs |website=[[Times of Malta]] |url=https://www.timesofmalta.com/articles/view/20120421/business-news/Apple-to-create-500-jobs-in-Ireland.416426 |access-date=April 21, 2012}}{{Cbignore|bot=medic}}</ref> The company will build a new office block on its Hollyhill Campus to accommodate the additional staff.<ref>{{Cite news |title=Irish Times Article Discussing Addition of 500 new jobs to Apple's European Headquarters |work=[[Irish Times]] |url=https://www.irishtimes.com/newspaper/breaking/2012/0420/breaking6.html |access-date=April 21, 2012 |first=Ciara |last=O'Brien |url-status=dead |archiveurl=https://web.archive.org/web/20120421010453/http://www.irishtimes.com/newspaper/breaking/2012/0420/breaking6.html |archivedate=April 21, 2012}}</ref> Its [[United Kingdom]] headquarters is at [[Stockley Park]] on the outskirts of London.<ref>{{Cite web |title=Our Occupiers |url=http://www.stockleypark.co.uk/occupiers |publisher=[[Stockley Park]] |access-date=November 22, 2015}}</ref> In February 2015, Apple opened their new 180,000-square-foot headquarters in [[Herzliya]], [[Israel]], designed to accommodate approximately 800 employees. This is Apple's third office located within Israel; the first, also in Herzliya, was obtained as part of the [[Anobit]] acquisition, and the other is a research center in [[Haifa]].<ref>{{Cite web |url=http://www.jpost.com/Israel-News/New-Tech/Apple-CEO-Tim-Cook-to-inaugurate-new-Israeli-headquarters-next-week-390866 |title=Apple CEO Tim Cook to inaugurate new Israeli headquarters next week |website=[[The Jerusalem Post]] |access-date=February 12, 2015}}</ref><ref>{{Cite web |url=http://9to5mac.com/2015/02/12/tim-cook-apple-israel-offices/ |title=Tim Cook reportedly headed to Israel for opening of new Apple offices |website=[[9to5Mac]] |access-date=February 12, 2015|date=February 12, 2015}}</ref> In December 2015, Apple bought the 70,000-square-foot manufacturing facility in North San Jose previously used by [[Maxim Integrated]] in an $18.2 million deal.<ref>{{Cite web |first=Nathan |last=Donato-Weinstein |title=Exclusive: Apple buys former chip fab in North San Jose |url=http://www.bizjournals.com/sanjose/news/2015/12/14/exclusive-apple-buys-former-chip-fab-in-north-san.html |website=[[American City Business Journals|Silicon Valley Business Journals]] |publisher=[[Advance Publications]] |date=December 14, 2015 |access-date=June 30, 2017}}</ref><ref>{{Cite web |first=Daniel Eran |last=Dilger |title=Apple buys former Maxim chip fab in North San Jose, neighboring Samsung Semiconductor |url=http://appleinsider.com/articles/15/12/14/apple-buys-former-maxim-chip-fab-in-north-san-jose-neighboring-samsung-semiconductor- |website=[[AppleInsider]] |date=December 14, 2015 |access-date=June 30, 2017}}</ref> === Stores === {{Main|Apple Store}} [[File:Apple store fifth avenue.jpg|thumb|[[Fifth Avenue]], [[New York City]]]] [[File:表參道 (16015873508).jpg|thumb|[[Omotesando]], [[Tokyo]], [[Japan]]]] The first Apple Stores were originally opened as two locations in May 2001 by then-[[CEO]] Steve Jobs,<ref name="First stores">{{Cite press release |title=Apple to Open 25 Retail Stores in 2001 |url=https://www.apple.com/newsroom/2001/05/15Apple-to-Open-25-Retail-Stores-in-2001/ |publisher=Apple |date=May 15, 2001 |access-date=May 27, 2017}}</ref> after years of attempting but failing store-within-a-store concepts.<ref name="MacRumors stores">{{Cite web |title=Apple Stores |url=https://www.macrumors.com/roundup/apple-retail-stores/ |website=[[MacRumors]] |access-date=May 27, 2017}}</ref> Seeing a need for improved retail presentation of the company's products, he began an effort in 1997 to revamp the retail program to get an improved relationship to consumers, and hired [[Ron Johnson (businessman)|Ron Johnson]] in 2000.<ref name="MacRumors stores" /> Jobs relaunched Apple's online store in 1997,<ref>{{Cite web |first=Seth |last=Fiegerman |title=The Slow Evolution of Apple's Online Store |url=http://mashable.com/2014/05/16/apple-online-store-history/ |website=[[Mashable]] |date=May 16, 2014 |access-date=May 27, 2017}}</ref> and opened the first two physical stores in 2001.<ref name="First stores" /> The media initially speculated that Apple would fail,<ref name="fortune-best-retailer">{{Cite web|first=Jerry|last=Useem|title=Apple: America's best retailer|url=http://archive.fortune.com/magazines/fortune/fortune_archive/2007/03/19/8402321/index.htm|website=[[Fortune (magazine)|Fortune]]|date=March 8, 2007|access-date=May 27, 2017}}</ref> but its stores were highly successful, bypassing the sales numbers of competing nearby stores and within three years reached US$1 billion in annual sales, becoming the fastest retailer in history to do so.<ref name="fortune-best-retailer" /> Over the years, Apple has expanded the number of retail locations and its geographical coverage, with 499 stores across 22 countries worldwide {{As of|2017|December|lc=y}}.<ref>{{Cite web |title=Store List |url=https://www.apple.com/retail/storelist/ |website=Apple Retail |publisher=Apple Inc. |access-date=December 5, 2017}}</ref> Strong product sales have placed Apple among the top-tier retail stores, with sales over $16 billion globally in 2011.<ref name="retail army">{{Cite web |first=David |last=Segal |title=Apple's Retail Army, Long on Loyalty but Short on Pay |url=https://www.nytimes.com/2012/06/24/business/apple-store-workers-loyal-but-short-on-pay.html |website=[[The New York Times]] |date=June 23, 2012 |access-date=May 27, 2017}}</ref> In May 2016, [[Angela Ahrendts]], Apple's then Senior Vice President of Retail, unveiled a significantly redesigned Apple Store in [[Union Square, San Francisco|Union Square]], [[San Francisco]], featuring large glass doors for the entry, open spaces, and re-branded rooms. In addition to purchasing products, consumers can get advice and help from "Creative Pros" – individuals with specialized knowledge of creative arts; get product support in a tree-lined Genius Grove; and attend sessions, conferences and community events,<ref>{{Cite web |first=Alex |last=Webb |title=Inside the New Apple Retail Store Design |url=https://www.bloomberg.com/news/articles/2016-05-19/why-apple-is-building-a-town-inside-its-stores |publisher=[[Bloomberg L.P.]] |date=May 19, 2016 |access-date=April 26, 2017 |url-access=subscription}}</ref><ref>{{Cite web |first=Nick |last=Statt |title=Apple just revealed the future of its retail stores |url= https://www.theverge.com/2016/5/19/11715726/apple-flagship-store-opening-san-francisco-photos |website=[[The Verge]] |date=May 19, 2016 |access-date=May 27, 2017}}</ref> with Ahrendts commenting that the goal is to make Apple Stores into "town squares", a place where people naturally meet up and spend time.<ref>{{Cite web |first=Avery |last=Hartmans |title=Apple's retail boss wants Apple stores to resemble 'town squares' |url=http://www.businessinsider.com/angela-ahrendts-apple-stores-social-2016-8 |website=[[Business Insider]] |date=August 19, 2016 |access-date=May 27, 2017}}</ref> The new design will be applied to all Apple Stores worldwide,<ref>{{Cite web |title=Angela Ahrendts talks Apple store makeover, why Tim Cook hired her |url=https://www.cbsnews.com/news/angela-ahrendts-apple-svp-of-retail-redesign-today-at-apple/ |website=[[CBS This Morning]] |publisher=[[CBS]] |date=April 25, 2017 |access-date=May 27, 2017}}</ref> a process that has seen stores temporarily relocate<ref>{{Cite web |first=Joe |last=Rossignol |title=Apple Opening Three Next-Generation Stores Over the Next Week |url=https://www.macrumors.com/2016/08/19/next-gen-apple-stores-glasglow-kc-annapolis/ |website=[[MacRumors]] |date=August 19, 2016 |access-date=May 27, 2017}}</ref> or close.<ref>{{Cite web |first=Joe |last=Rossignol |title=Apple Retail Update: Danbury Store Closes for Next-Generation Redesign, Dubai to Get Second Store |url=https://www.macrumors.com/2017/02/06/apple-store-danbury-dubai-update/ |website=[[MacRumors]] |date=February 6, 2017 |access-date=May 27, 2017}}</ref> Many Apple Stores are located inside shopping malls, but Apple has built several stand-alone "flagship" stores in high-profile locations.<ref name="MacRumors stores" /> It has been granted design [[patent]]s and received architectural awards for its stores' designs and construction, specifically for its use of glass staircases and cubes.<ref>{{Cite web |first=Matthew |last=Panzarino |title=Apple out to patent curved glass panels used in Shanghai Retail Store |url=https://thenextweb.com/apple/2012/04/19/apple-out-to-patent-curved-glass-panels-used-in-shanghai-retail-store/ |website=[[The Next Web]] |date=April 19, 2012 |access-date=May 27, 2017}}</ref> The success of Apple Stores have had significant influence over other consumer electronics retailers, who have lost traffic, control and profits due to a perceived higher quality of service and products at Apple Stores.<ref>{{Cite news |first=Stephen D. |last=Simpson |title=How Apple's fortunes affect other stocks |url=https://www.theglobeandmail.com/globe-investor/investment-ideas/how-apples-fortunes-affect-other-stocks/article4596866/ |website=[[The Globe and Mail]] |publisher=[[The Woodbridge Company]] |date=October 8, 2012 |access-date=May 27, 2017}}</ref><ref>{{Cite web |first=Brooke |last=Crothers |title=Is Best Buy following CompUSA, Circuit City to certain doom? |url=https://www.cnet.com/news/is-best-buy-following-compusa-circuit-city-to-certain-doom/ |website=[[CNET]] |date=March 29, 2012 |access-date=May 27, 2017}}</ref> Apple's notable brand loyalty among consumers causes long lines of hundreds of people at new Apple Store openings or product releases.<ref name="Brand loyalty 1" /><ref name="Brand loyalty 2" /><ref name="Brand loyalty 3" /><ref name="Brand loyalty 4" /> Due to the popularity of the brand, Apple receives a large number of job applications, many of which come from young workers.<ref name="retail army" /> Although Apple Store employees receive above-average pay, are offered money toward education and health care, and receive product discounts,<ref name="retail army" /> there are limited or no paths of career advancement.<ref name="retail army" /> A May 2016 report with an anonymous retail employee highlighted a [[hostile work environment]] with harassment from customers, intense internal criticism, and a lack of significant bonuses for securing major business contracts.<ref>{{Cite web |first=Jim |last=Edwards |title=NEVER MIND THE DEATH THREATS: An Apple Store worker tells us what it's really like working for Apple |url=http://www.businessinsider.com/qa-with-an-apple-store-worker-2016-5 |website=[[Business Insider]] |date=May 28, 2016 |access-date=May 27, 2017}}</ref> Due to the [[COVID-19 pandemic]], Apple closed its stores outside China until March 27, 2020. Despite the stores being closed, hourly workers continue to be paid. Workers across the company are allowed to work remotely if their jobs permit it.<ref>{{Cite news|last=Mickle|first=Andrew Dowell and Tripp|url=https://www.wsj.com/articles/apple-closes-all-its-stores-outside-china-over-coronavirus-11584172214|title=Apple Closes All Its Stores Outside China Over Coronavirus|date=March 14, 2020|work=Wall Street Journal|access-date=April 14, 2020|language=en-US|issn=0099-9660}}</ref> On March 24, 2020, in a memo, Senior Vice President of People and Retail Deirdre O’Brien announced that some of its retail stores are expected to reopen at the beginning of April.<ref>{{cite web|url=https://www.bloomberg.com/news/articles/2020-03-24/apple-expects-to-start-re-opening-stores-in-first-half-of-april?sref=BWbpWjRm|title=Apple May Start Reopening Stores in First Half of April|publisher=[[Bloomberg L.P.]]|author=Mark Gurman|date=March 24, 2020|accessdate=March 25, 2020}}</ref> == Corporate affairs == {{See also|List of mergers and acquisitions by Apple|Braeburn Capital|FileMaker Inc.}} === Corporate culture === [[File:Steve Wozniak and Andy Hertzfeld 1985.jpg|thumb|[[Steve Wozniak]] and [[Andy Hertzfeld]] at the [[Apple User Group Connection]] club in 1985]] [[File:Colleges with the most alumni at Apple.png|upright=1.25|thumb|right|Universities with the most alumni at Apple]] Apple is one of several highly successful companies founded in the 1970s that bucked the traditional notions of [[corporate culture]]. Jobs often walked around the office barefoot even after Apple became a [[Fortune 500]] company. By the time of the [[1984 (advertisement)|"1984"]] television advertisement, Apple's informal culture had become a key trait that differentiated it from its competitors.<ref>{{Cite web |last=Deutschman |first=Alan |title=The once and future Steve Jobs |url=http://www.salon.com/technology/books/2000/10/11/jobs_excerpt/ |website=[[Salon.com]] |access-date=November 22, 2010 |archiveurl=https://web.archive.org/web/20101202183854/http://www.salon.com/technology/books/2000/10/11/jobs_excerpt/ |archivedate=December 2, 2010 |url-status=live}}</ref> According to a 2011 report in ''[[Fortune (magazine)|Fortune]],'' this has resulted in a corporate culture more akin to a startup rather than a multinational corporation.<ref name="Fortune1">{{Cite news |url=http://tech.fortune.cnn.com/2011/08/25/how-apple-works-inside-the-worlds-biggest-startup |title=How Apple works: inside the world's largest startup |last=Lashinsky |first=Adam |work=[[Fortune (magazine)|Fortune]] |publisher=[[CNN]] |date=August 25, 2011 |access-date=November 14, 2011 |archive-url=https://web.archive.org/web/20111113121932/http://tech.fortune.cnn.com/2011/08/25/how-apple-works-inside-the-worlds-biggest-startup/ |archive-date=November 13, 2011 |url-status=dead }}</ref> As the company has grown and been led by a series of differently opinionated chief executives, it has arguably lost some of its original character. Nonetheless, it has maintained a reputation for fostering individuality and excellence that reliably attracts talented workers, particularly after Jobs returned to the company. Numerous Apple employees have stated that projects without Jobs's involvement often took longer than projects with it.<ref name="cultofmacwork">{{Cite web |url=http://www.cultofmac.com/what-its-like-to-work-at-apple |title=What It's Like To Work At Apple |website=[[Cult of Mac]] |first=John |last=Brownlee |date=July 7, 2010}}</ref> To recognize the best of its employees, Apple created the Apple [[Fellow#Industry and corporate fellows|Fellows]] program which awards individuals who make extraordinary technical or leadership contributions to [[personal computing]] while at the company. The Apple Fellowship has so far been awarded to individuals including [[Bill Atkinson]],<ref name="hertzfeld">[[Andy Hertzfeld|Hertzfeld, Andy]]. [http://www.folklore.org/StoryView.py?project=Macintosh&story=Credit_Where_Due.txt Credit Where Due],''Folklore.org'', January 1983. Retrieved May 26, 2006.</ref> [[Steve Capps]],<ref>{{Cite web|url=https://msu.edu/~luckie/hallofame.htm|title=Newton Hall of Fame!|website=msu.edu}}</ref> [[Rod Holt]],<ref name="hertzfeld" /> [[Alan Kay]],<ref name="yoyow">Eisenhart, Mary. [http://www.yoyow.com/marye/mtstories/kawasaki.html Fighting Back For Mac], ''MicroTimes'', 1997. Retrieved May 26, 2006.</ref><ref>[[Andy Hertzfeld|Hertzfeld, Andy]]. [http://www.folklore.org/StoryView.py?project=Macintosh&story=Leave_Of_Absence.txt Leave of Absence],''Folklore.org'', March 1984. Retrieved May 26, 2006.</ref> [[Guy Kawasaki]],<ref name="yoyow" /><ref>Kawakami, John. [http://www.mactech.com/articles/mactech/Vol.11/11.09/Sep95Newsbits/index.html Apple Taps Guy Kawasaki For Apple Fellows Program], ''[[MacTech]]'', September 1995. Retrieved May 26, 2006.</ref> [[Al Alcorn]],<ref>{{Cite news |url=https://www.wired.com/wired/archive/4.10/atari.html |title=Wired 4.10: Spawn of Atari |first=Nick |last=Montfort}}</ref> [[Don Norman]],<ref name="yoyow" /> [[Rich Page]],<ref name="hertzfeld" /> [[Steve Wozniak]],<ref name="hertzfeld" /> and [[Phil Schiller]].<ref>{{Cite web|title=Phil Schiller advances to Apple Fellow|url=https://www.apple.com/newsroom/2020/08/phil-schiller-advances-to-apple-fellow/|access-date=August 9, 2020|website=Apple Newsroom|language=en-US}}</ref> At Apple, employees are intended to be specialists who are not exposed to functions outside their area of expertise. Jobs saw this as a means of having "best-in-class" employees in every role. For instance, [[Ron Johnson (businessman)|Ron Johnson]]—Senior Vice President of Retail Operations until November 1, 2011—was responsible for site selection, in-store service, and store layout, yet had no control of the inventory in his stores. This was done by Tim Cook, who had a background in supply-chain management.<ref name="autogenerated1">{{Cite news |last=Lashinsky |first=Adam |url=http://tech.fortune.cnn.com/2011/08/25/how-apple-works-inside-the-worlds-biggest-startup/ |title=How Apple works: Inside the world's biggest startup – Fortune Tech |publisher=Tech.fortune.cnn.com |access-date=December 24, 2011 |archive-url=https://web.archive.org/web/20120102064844/http://tech.fortune.cnn.com/2011/08/25/how-apple-works-inside-the-worlds-biggest-startup/ |archive-date=January 2, 2012 |url-status=dead }}</ref> Apple is known for strictly enforcing accountability. Each project has a "directly responsible individual" or "DRI" in Apple jargon.<ref name="Fortune1" /> As an example, when iOS senior vice president [[Scott Forstall]] refused to sign Apple's official apology for numerous errors in the redesigned [[Apple Maps|Maps app]], he was forced to resign.<ref>{{Cite news |last=Lashinsky |first=Adam |title=Inside Apple's major shakeup |url=http://tech.fortune.cnn.com/2012/10/29/inside-apples-major-shakeup/ |work=[[Fortune (magazine)|Fortune]] |date=October 29, 2012 |access-date=December 10, 2012}}</ref> Unlike other major U.S. companies, Apple provides a relatively simple compensation policy for executives that does not include perks enjoyed by other CEOs like country club fees or private use of company aircraft. The company typically grants stock options to executives every other year.<ref>{{Cite web |url=http://www.ctvnews.ca/sci-tech/apple-ceo-gets-modest-2012-pay-after-huge-2011-1.1092906 |title=Apple CEO gets modest 2012 pay after huge 2011 |date=December 27, 2012}}</ref> In 2015, Apple had 110,000 full-time employees. This increased to 116,000 full-time employees the next year, a notable hiring decrease, largely due to its first revenue decline. Apple does not specify how many of its employees work in retail, though its 2014 [[U.S. Securities and Exchange Commission|SEC]] filing put the number at approximately half of its employee base.<ref>{{Cite web |first=Kif |last=Leswing |title=Apple added only 6,000 people last year – its slowest growth since 2009 |url=http://nordic.businessinsider.com/apple-hired-only-6000-people-fin-fy-2016-2016-10 |website=[[Business Insider]] |date=October 27, 2016 |access-date=May 29, 2017}}</ref> In September 2017, Apple announced that it had over 123,000 full-time employees.<ref>{{Cite news |title=BRIEF-Apple says had 123,000 full-time employees as of Sept. 30 |url=https://www.reuters.com/article/brief-apple-says-had-123000-full-time-em/brief-apple-says-had-123000-full-time-employees-as-of-sept-30-idUSFWN1N914R |work=[[Reuters]] |date=November 3, 2017 |access-date=November 9, 2017}}</ref> Apple has a strong culture of [[corporate secrecy]], and has an anti-[[news leak|leak]] Global Security team that recruits from the [[National Security Agency]], the [[Federal Bureau of Investigation]], and the [[United States Secret Service]].<ref>{{Cite web |first=William |last=Turton |title=Leaked recording: Inside Apple's global war on leakers |url=https://theoutline.com/post/1766/leaked-recording-inside-apple-s-global-war-on-leakers |website=[[The Outline (website)|The Outline]] |date=June 20, 2017 |access-date=June 20, 2017}}</ref><ref>{{Cite web |first=Dani |last=Deahl |title=Internal Apple presentation on how to handle leaks gets leaked |url=https://www.theverge.com/2017/6/20/15837522/apple-internal-presentation-leaks |website=[[The Verge]] |date=June 20, 2017 |access-date=June 20, 2017}}</ref><ref>{{Cite web |first=Benjamin |last=Mayo |title=Report details Apple's efforts to increase product secrecy, more leaks from Apple campus than supply chain in 2016 |url=https://9to5mac.com/2017/06/20/apple-product-secrecy-leaks-leaked-meeting/ |website=[[9to5Mac]] |date=June 20, 2017 |access-date=June 20, 2017}}</ref> In December 2017, [[Glassdoor]] said Apple was the 48th best place to work, having originally entered at rank 19 in 2009, peaking at rank 10 in 2012, and falling down the ranks in subsequent years.<ref>{{Cite web |first=Ben |last=Lovejoy |title=Facebook named Glassdoor's 'best place to work' as Apple falls 48 places to #84 |url=https://9to5mac.com/2017/12/06/apple-glassdoor-rating-2017-2018/ |website=[[9to5Mac]] |date=December 6, 2017 |access-date=December 14, 2017}}</ref><ref>{{Cite web |first=Joe |last=Rossignol |title=Apple Plummets to Lowest Ranking Ever in Glassdoor's Annual List of Best Places to Work |url=https://www.macrumors.com/2017/12/06/apple-drops-on-best-of-glassdoor/ |website=[[MacRumors]] |date=December 6, 2017 |access-date=December 14, 2017}}</ref> ==== Lack of innovation ==== An editorial article in ''[[The Verge]]'' in September 2016 by technology journalist Thomas Ricker explored some of the public's perceived lack of innovation at Apple in recent years, specifically stating that Samsung has "matched and even surpassed Apple in terms of smartphone industrial design" and citing the belief that Apple is incapable of producing another breakthrough moment in technology with its products. He goes on to write that the criticism focuses on individual pieces of hardware rather than the ecosystem as a whole, stating "Yes, iteration is boring. But it's also how Apple does business. [...] It enters a new market and then refines and refines and continues refining until it yields a success". He acknowledges that people are wishing for the "excitement of revolution", but argues that people want "the comfort that comes with harmony". Furthermore, he writes that "a device is only the starting point of an experience that will ultimately be ruled by the ecosystem in which it was spawned", referring to how decent hardware products can still fail without a proper ecosystem (specifically mentioning that [[Walkman]] did not have an ecosystem to keep users from leaving once something better came along), but how Apple devices in different hardware segments are able to communicate and cooperate through the [[iCloud]] cloud service with features including Universal Clipboard (in which text copied on one device can be pasted on a different device) as well as inter-connected device functionality including Auto Unlock (in which an [[Apple Watch]] can unlock a [[Macintosh|Mac]] in close proximity). He argues that Apple's ecosystem is its greatest innovation.<ref>{{Cite web |first=Thomas |last=Ricker |title=First Click: Apple's greatest innovation is its ecosystem |url=https://www.theverge.com/2016/9/7/12828846/apple-s-greatest-product-is-its-ecosystem |website=[[The Verge]] |date=September 7, 2016 |access-date=October 8, 2016}}</ref> ''The Wall Street Journal'' reported in June 2017 that Apple's increased reliance on [[Siri]], its [[Virtual assistant (artificial intelligence)|virtual personal assistant]], has raised questions about how much Apple can actually accomplish in terms of functionality. Whereas [[Google]] and [[Amazon (company)|Amazon]] make use of [[big data]] and analyze customer information to personalize results, Apple has a strong [[#Privacy stance|pro-privacy stance]], intentionally not retaining user data. "Siri is a textbook of [[iPhone|leading on something in tech]] and then losing an edge despite having all the money and the talent and sitting in Silicon Valley", Holger Mueller, a technology analyst, told the ''Journal''. The report further claims that development on Siri has suffered due to team members and executives leaving the company for competitors, a lack of ambitious goals, and shifting strategies. Though switching Siri's functions to [[machine learning]] and [[algorithm]]s, which dramatically cut its error rate, the company reportedly still failed to anticipate the popularity of Amazon's [[Amazon Echo|Echo]], which features the [[Amazon Alexa|Alexa]] personal assistant. Improvements to Siri stalled, executives clashed, and there were disagreements over the restrictions imposed on third-party app interactions. While Apple acquired an England-based startup specializing in conversational assistants, Google's [[Google Assistant|Assistant]] had already become capable of helping users select Wi-Fi networks by voice, and Siri was lagging in functionality.<ref>{{Cite web|first=Tripp|last=Mickle|title='I'm Not Sure I Understand'—How Apple's Siri Lost Her Mojo|url= https://www.wsj.com/articles/apples-siri-once-an-original-now-struggles-to-be-heard-above-the-crowd-1496849095|url-access=subscription|website=[[The Wall Street Journal]]|date=June 7, 2017|access-date=December 14, 2017}}</ref><ref>{{Cite web|first=Tim|last=Hardwick|title=Apple's Concern With User Privacy Reportedly Stifling Siri Development|url=https://www.macrumors.com/2017/06/08/apple-struggling-to-develop-siri-privacy/|website=[[MacRumors]]|date=June 8, 2017|access-date=December 14, 2017}}</ref> In December 2017, two articles from ''The Verge'' and ''[[ZDNet]]'' debated what had been a particularly devastating week for Apple's macOS and iOS software platforms. The former had experienced a severe security vulnerability, in which Macs running the then-latest [[macOS High Sierra]] software were vulnerable to a bug that let anyone gain administrator privileges by entering "root" as the username in system prompts, leaving the password field empty and twice clicking "unlock", gaining full access.<ref>{{Cite magazine|first=Andy |last=Greenberg |title=Anyone can hack macOS High Sierra just by typing "root" |url=https://www.wired.com/story/macos-high-sierra-hack-root/ |magazine=[[Wired (website)|Wired]] |date=November 28, 2017 |access-date=December 5, 2017}}</ref> The bug was publicly disclosed on [[Twitter]], rather than through proper [[bug bounty program]]s.<ref>{{Cite web |first=Chris |last=Welch |title=Major Apple security flaw grants admin access on macOS High Sierra without password |url=https://www.theverge.com/2017/11/28/16711782/apple-macos-high-sierra-critical-password-security-flaw |website=[[The Verge]] |publisher=[[Vox Media]] |date=November 28, 2017 |access-date=December 5, 2017}}</ref> Apple released a security fix within a day and issued an apology, stating that "regrettably we stumbled" in regards to the security of the latest updates.<ref>{{Cite web |first=Joe |last=Rossignol |title=Apple Releases macOS High Sierra Security Update to Fix Root Password Vulnerability |url=https://www.macrumors.com/2017/11/29/apple-fixes-root-password-bug-security-update/ |website=[[MacRumors]] |date=November 29, 2017 |access-date=December 5, 2017}}</ref> After installing the security patch, however, file sharing was broken for users, with Apple releasing a support document with instructions to separately fix that issue.<ref>{{Cite web |first=Chris |last=Welch |title=Apple releases update to fix critical macOS High Sierra security issue |url=https://www.theverge.com/2017/11/29/16715246/apple-releases-high-sierra-root-security-patch |website=[[The Verge]] |publisher=[[Vox Media]] |date=November 29, 2017 |access-date=December 5, 2017}}</ref> Though Apple publicly stated the promise of "auditing our development processes to help prevent this from happening again", users who installed the security update while running the older 10.13.0 version of the High Sierra operating system rather than the then-newest 10.13.1 release experienced that the "root" security vulnerability was re-introduced, and persisted even after fully updating their systems.<ref>{{Cite magazine|first=Andy |last=Greenberg |title=macOS update accidentally undoes Apple's "root" bug patch |url=https://www.wired.com/story/macos-update-undoes-apple-root-bug-patch/ |magazine=[[Wired (website)|Wired]] |date=December 1, 2017 |access-date=December 5, 2017}}</ref> On iOS, a date bug caused iOS devices that received local app notifications at 12:15am on December 2, 2017 to repeatedly restart.<ref>{{Cite web |first=Juli |last=Clover |title=Date Bug in iOS 11.1.2 Causing Crash Loop on iPhones as December 2 Hits [Updated] |url=https://www.macrumors.com/2017/12/02/ios-11-1-2-date-bug-crash-loop/ |website=[[MacRumors]] |date=December 1, 2017 |access-date=December 5, 2017}}</ref> Users were recommended to turn off notifications for their apps.<ref>{{Cite web |first=Rene |last=Ritchie |title=iPhone crashing on Dec. 2? Here's the fix! |url=https://www.imore.com/iphone-crashing-dec-2-heres-fix |website=iMore |publisher=Mobile Nations |date=December 2, 2017 |access-date=December 5, 2017}}</ref> Apple quickly released an update, done during the nighttime in Cupertino, California time<ref>{{Cite web |first=Romain |last=Dillet |title=Apple releases iOS 11.2 with 'I.T' autocorrect fix, faster wireless charging and Apple Pay Cash |url=https://techcrunch.com/2017/12/02/apple-releases-ios-112-with-it-autocorrect-fix-faster-wireless-charging-and-apple-pay-cash/ |website=[[TechCrunch]] |publisher=[[Oath Inc.]] |date=December 2, 2017 |access-date=December 5, 2017}}</ref><ref>{{Cite web |first=Richard |last=Lawler |title=Apple releases iOS 11.2 with Apple Pay Cash and a bug fix |url=https://www.engadget.com/2017/12/02/apple-releases-ios-11-2-with-apple-pay-cash-and-a-bug-fix/ |website=[[Engadget]] |publisher=[[Oath Inc.]] |date=December 2, 2017 |access-date=December 5, 2017}}</ref> and outside of their usual software release window,<ref name="verge bad week">{{Cite web |first=Tom |last=Warren |title=Apple's had a shockingly bad week of software problems |url=https://www.theverge.com/2017/12/2/16727238/apple-macos-ios-software-problems-updates |website=[[The Verge]] |publisher=[[Vox Media]] |date=December 2, 2017 |access-date=December 5, 2017}}</ref> with one of the headlining features of the update needing to be delayed for a few days.<ref>{{Cite web |first=Brian |last=Heater |title=Apple Pay Cash starts rolling out to iPhone users in the US |url=https://techcrunch.com/2017/12/04/apple-pay-cash-starts-rolling-out-to-iphone-users-in-the-u-s/ |website=[[TechCrunch]] |publisher=[[Oath Inc.]] |date=December 4, 2017 |access-date=December 5, 2017}}</ref><ref>{{Cite web |first=Chaim |last=Gartenberg |title=Apple Pay Cash is rolling out for iOS 11.2 users |url=https://www.theverge.com/2017/12/4/16734154/apple-pay-cash-ios-iphone-update-available-now |website=[[The Verge]] |publisher=[[Vox Media]] |date=December 4, 2017 |access-date=December 5, 2017}}</ref> The combined problems of the week on both macOS and iOS caused ''The Verge''{{'}}s Tom Warren to call it a "nightmare" for Apple's software engineers and described it as a significant lapse in Apple's ability to protect its more than 1 billion devices.<ref name="verge bad week" /> ''ZDNet''{{'}}s Adrian Kingsley-Hughes wrote that "it's hard to not come away from the last week with the feeling that Apple is slipping".<ref name="zdnet rotten">{{Cite web |first=Adrian |last=Kingsley-Hughes |title=Something is rotten at Apple |url=https://www.zdnet.com/article/something-is-rotten-at-apple/ |website=[[ZDNet]] |publisher=[[CBS Interactive]] |date=December 4, 2017 |access-date=December 5, 2017}}</ref> Kingsley-Hughes also concluded his piece by referencing an earlier article, in which he wrote that "As much as I don't want to bring up the tired old 'Apple wouldn't have done this under Steve Jobs's watch' trope, a lot of what's happening at Apple lately is different from what they came to expect under Jobs. Not to say that things didn't go wrong under his watch, but product announcements and launches felt a lot tighter for sure, as did the overall quality of what Apple was releasing." He did, however, also acknowledge that such failures "may indeed have happened" with Jobs in charge, though returning to the previous praise for his demands of quality, stating "it's almost guaranteed that given his personality that heads would have rolled, which limits future failures".<ref name="zdnet rotten" /> === Manufacturing === The company's manufacturing, procurement, and logistics enable it to execute massive product launches without having to maintain large, profit-sapping inventories. In 2011, Apple's profit margins were 40 percent, compared with between 10 and 20 percent for most other hardware companies. Cook's catchphrase to describe his focus on the company's operational arm is: "Nobody wants to buy sour milk".<ref name="supply" /><ref>{{Cite web |url=http://business.financialpost.com/2011/11/09/ruthlessness-and-lasers-apples-supply-chain-revealed/ |title=Ruthlessness and lasers: Apple's supply chain revealed |publisher=Business.financialpost.com |access-date=December 24, 2011|date=November 9, 2011}}</ref> During the Mac's early history Apple generally refused to adopt prevailing industry standards for hardware, instead creating their own.<ref>{{Cite web |url=http://lawlor.cs.uaf.edu/~olawlor/ref/mac_ports/index.html |title=Mac Ports |publisher=Lawlor.cs.uaf.edu |date=March 17, 2001 |access-date=October 7, 2011}}</ref> This trend was largely reversed in the late 1990s, beginning with Apple's adoption of the [[Peripheral Component Interconnect|PCI]] bus in the [[Power Macintosh 7500|7500]]/[[Power Macintosh 8500|8500]]/[[Power Macintosh 9500|9500]] [[Power Macintosh|Power Macs]]. Apple has since joined the industry standards groups to influence the future direction of technology standards such as [[USB]], [[Accelerated Graphics Port|AGP]], [[HyperTransport]], [[Wi-Fi]], [[NVM Express|NVMe]], [[PCI Express|PCIe]] and others in its products. [[FireWire]] is an Apple-originated standard that was widely adopted across the industry after it was standardized as [[IEEE 1394]] and is a legally mandated port in all Cable TV boxes in the United States.<ref>{{Cite web |url=http://www.1394ta.org/consumers/WhatIsFireWire.html |title=1394 Trade Association: What is 1394? |url-status=dead |archiveurl=https://web.archive.org/web/20140404152533/http://www.1394ta.org/consumers/WhatIsFireWire.html |archivedate=April 4, 2014}}</ref> Apple has gradually expanded its efforts in getting its products into the Indian market. In July 2012, during a conference call with investors, CEO [[Tim Cook]] said that he "[loves] India", but that Apple saw larger opportunities outside the region.<ref>{{Cite web |first=Ingrid |last=Lunden |title=Apple's Feeling Europe's Economic Crisis: 'Essentially Flat' Sales And A 'Slowdown' In Business, Says Cook |url=https://techcrunch.com/2012/07/24/apples-feeling-europes-economic-crisis-essentially-flat-revenues/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=July 24, 2012 |access-date=May 24, 2017}}</ref> India's requirement that 30% of products sold be manufactured in the country was described as "really adds cost to getting product to market".<ref>{{Cite web |title=Apple CEO Tim Cook: 'I love India, but...' |url=http://gadgets.ndtv.com/mobiles/news/apple-ceo-tim-cook-i-love-india-but-247307 |website=Gadgets360 |publisher=[[NDTV]] |date=July 25, 2012 |access-date=May 24, 2017}}</ref> In October 2013, Indian Apple executives unveiled a plan for selling devices through instalment plans and [[store-within-a-store]] concepts, in an effort to expand further into the market. The news followed Cook's acknowledgment of the country in July when sales results showed that iPhone sales in India grew 400% during the second quarter of 2013.<ref>{{Cite news |first=Writankar |last=Mukherjee |title=Apple to enter smaller Indian towns with iPhones, iPads |url= http://economictimes.indiatimes.com/tech/hardware/apple-to-enter-smaller-indian-towns-with-iphones-ipads/articleshow/23477011.cms |newspaper=[[The Economic Times]] |publisher=[[The Times Group]] |date=October 4, 2013 |access-date=May 24, 2017}}</ref><ref>{{Cite web |first=Kaylene |last=Hong |title=iPhone sales surge 400% YoY in India, with iPad sales on the rise too, says Apple CEO Tim Cook |url=https://thenextweb.com/apple/2013/07/24/iphone-sales-surge-400-yoy-in-india-with-ipad-sales-on-the-rise-too-says-apple-ceo-tim-cook/ |website=[[The Next Web]] |date=July 24, 2013 |access-date=May 24, 2017}}</ref> In March 2016, ''[[The Times of India]]'' reported that Apple had sought permission from the Indian government to sell [[refurbishment (electronics)|refurbished]] iPhones in the country.<ref>{{Cite web |title=Apple plans to sell used iPhones in India |url=http://www.gadgetsnow.com/tech-news/Apple-plans-to-sell-used-iPhones-in-India/articleshow/51255355.cms |work=[[The Times of India]] |date=March 4, 2016 |access-date=May 24, 2017}}</ref><ref>{{Cite web |first= Mitchel |last=Broussard |title=Apple Submits Application to Sell Used iPhones in India |url= https://www.macrumors.com/2016/03/04/apple-used-iphones-in-india/ |website=[[MacRumors]] |date=March 4, 2016 |access-date=May 24, 2017}}</ref> However, two months later, the application was rejected, citing official country policy.<ref>{{Cite web |first=Saritha |last=Rai |title=Apple's Plan for Refurbished iPhones Is Rejected in India |url=https://www.bloomberg.com/news/articles/2016-05-03/india-thwarts-apple-s-plan-to-sell-cheaper-refurbished-iphones |website=[[Bloomberg Technology]] |publisher=[[Bloomberg L.P.]] |date=May 3, 2016 |access-date=May 24, 2017}}</ref><ref>{{Cite web |first=Ashley |last=Carman |title=Apple blocked from selling used iPhones in India |url=https://www.theverge.com/2016/5/3/11576400/apple-india-refurbished-used-iphone-sales-blocked |website=[[The Verge]] |date=May 3, 2016 |access-date=May 24, 2017}}</ref> In May 2016, Apple opened an iOS app development center in [[Bangalore]] and a maps development office for 4,000 staff in Hyderabad.<ref>{{Cite press release|url=https://www.apple.com/in/newsroom/2016/05/19Apple-Opens-Development-Office-in-Hyderabad/|title=Apple Opens Development Office in Hyderabad|publisher=Apple Inc.|access-date=October 18, 2017}}</ref><ref>{{Cite web |first=Saritha |last=Rai |title=Apple CEO Makes First India Trip With Billion Phone Sales at Stake |url= https://www.bloomberg.com/news/articles/2016-05-17/apple-ceo-tim-cook-visiting-india-an-important-growth-market |website=[[Bloomberg Technology]] |publisher=[[Bloomberg L.P.]] |date=May 17, 2016 |access-date=May 24, 2017}}</ref><ref>{{Cite web |first=Sam |last=Byford |title=Apple announces app development accelerator in Bangalore, India |url=https://www.theverge.com/2016/5/18/11699060/apple-india-app-accelerator-bengaluru |website=[[The Verge]] |date=May 18, 2016 |access-date=May 24, 2017}}</ref><ref>{{Cite web |first=Jon |last=Russell |title=Apple is opening an app design and development accelerator in India |url=https://techcrunch.com/2016/05/17/apple-is-opening-an-app-design-and-development-accelerator-in-india/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=May 17, 2016 |access-date=May 24, 2017}}</ref> In February 2017, Apple once again requested permission to sell used iPhones in the country.<ref>{{Cite web |first=Saritha |last=Rai |title=Apple Said to Revive Efforts to Sell Used iPhones in India |url=https://www.bloomberg.com/news/articles/2017-02-06/apple-said-to-revive-efforts-to-sell-used-iphones-in-india-iytyu64w |website=[[Bloomberg Technology]] |publisher=[[Bloomberg L.P.]] |date=February 6, 2017 |access-date=May 24, 2017}}</ref><ref>{{Cite web|first=Don|last=Reisinger|title=Apple Is Trying Again to Sell Used iPhones in India|url=http://fortune.com/2017/02/06/apple-iphone-india-2/|website=[[Fortune (magazine)|Fortune]]|url-access=subscription|date=February 6, 2017|access-date=May 24, 2017}}</ref> The same month, ''[[Bloomberg L.P.|Bloomberg]]'' reported that Apple was close to receiving permission to open its first retail store in the country.<ref>{{Cite web |first1=Shruti |last1=Srivastava |first2=Sunil |last2=Jagtiani |first3=Adi |last3=Narayan |title=Apple Said to Be on Course for Approval to Open India Stores |url=https://www.bloomberg.com/news/articles/2016-02-07/apple-said-to-be-on-course-for-approval-to-open-stores-in-india |website=[[Bloomberg Technology]] |publisher=[[Bloomberg L.P.]] |date=February 7, 2016 |access-date=May 24, 2017}}</ref><ref>{{Cite web |first=Mitchel |last=Broussard |title=Apple Close to Approval for Opening Retail Locations in India |url=https://www.macrumors.com/2016/02/08/apple-retail-locations-in-india/ |website=[[MacRumors]] |date=February 8, 2016 |access-date=May 24, 2017}}</ref> In March, ''[[The Wall Street Journal]]'' reported that Apple would begin manufacturing iPhone models in India "over the next two months",<ref>{{Cite news |first1=Rajesh |last1=Roy |first2=Newley |last2=Purnell |title=Apple to Start Making iPhones in India Over Next Two Months |url=https://www.wsj.com/articles/apple-likely-to-start-making-iphones-in-india-over-next-two-months-1490269258 |work=[[The Wall Street Journal]] |date=March 23, 2017 |access-date=May 24, 2017 |url-access=subscription}}</ref><ref>{{Cite web |first=Chaim |last=Gartenberg |title=Apple reportedly to start manufacturing iPhones in India |url=https://www.theverge.com/circuitbreaker/2017/3/23/15041572/apple-manufacturing-iphones-india-wistron-corp |website=[[The Verge]] |date=March 23, 2017 |access-date=May 24, 2017}}</ref> and in May, the ''Journal'' wrote that an Apple manufacturer had begun production of [[iPhone SE (1st generation)|iPhone SE]] in the country,<ref>{{Cite news |first1=Rajesh |last1=Roy |first2=Newley |last2=Purnell |first3=Tripp |last3=Mickle |title=Apple Assembles First iPhones in India |url= https://www.wsj.com/articles/apple-assembles-first-iphones-in-india-1495016276 |work=[[The Wall Street Journal]] |date=May 17, 2017 |access-date=May 24, 2017 |url-access=subscription}}</ref><ref>{{Cite web |first=Benjamin |last=Mayo |title=Apple has started production of iPhone SE in India, shipping to customers later in May |url= https://9to5mac.com/2017/05/17/iphone-made-in-india-2/ |website=[[9to5Mac]] |date=May 17, 2017 |access-date=May 24, 2017}}</ref> while Apple told ''[[CNBC]]'' that the manufacturing was for a "small number" of units.<ref>{{Cite web |first=Todd |last=Haselton |title=Apple begins manufacturing iPhone SE in India |url=https://www.cnbc.com/2017/05/17/apple-begins-manufacturing-iphone-se-in-india.html |website=[[CNBC]] |publisher=[[NBCUniversal News Group]] |date=May 17, 2017 |access-date=May 24, 2017}}</ref> [[Reuters]] reported in December 2017, that Apple and the Indian government were clashing over planned increases to import taxes for components used in mobile phone production, with Apple having engaged in talks with government officials to try to delay the plans, but the Indian government sticking to its policies of no exemptions to its "[[Make in India]]" initiative.<ref>{{Cite news |first1=Aditya |last1=Kalra |first2=Sanjeev |last2=Miglani |title=Apple, India wrangle over import tax on mobile parts: sources |url= https://www.reuters.com/article/us-apple-india/apple-india-wrangle-over-import-tax-on-mobile-parts-sources-idUSKBN1E50WK |work=[[Reuters]] |date=December 11, 2017 |access-date=December 13, 2017}}</ref><ref>{{Cite web |first=Ben |last=Lovejoy |title=Indian government likely to reject Apple's request to delay new import taxes |url=https://9to5mac.com/2017/12/11/iphone-manufacturing-in-india-taxes/ |website=[[9to5Mac]] |date=December 11, 2017 |access-date=December 13, 2017}}</ref> The import tax increases went into effect a few days later, with Apple being hurt the most out of all phone manufacturers, having nine of out ten phones imported into the country, whereas main smartphone competitor [[Samsung]] produces almost all of its devices locally.<ref>{{Cite web |first=Ben |last=Lovejoy |title=India hikes tax on mobile phone imports in a move which will hurt Apple most |url= https://9to5mac.com/2017/12/15/india-import-taxes-on-iphones/ |website=[[9to5Mac]] |date=December 15, 2017 |access-date=December 16, 2017}}</ref> In April 2019, Apple initiated manufacturing of iPhone 7 at its [[Bengaluru]] facility, keeping in mind demand from local customers even as they seek more incentives from the government of India.<ref>{{Cite web |url= https://www.livemint.com/technology/gadgets/apple-starts-iphone-7-production-in-bengaluru-1554184978055.html |title= Apple starts iPhone 7 production in Bengaluru |date= April 2, 2019 |website= livemint.com |language= en |access-date= April 2, 2019 |df= mdy-all}}</ref> At the beginning of 2020, Tim Cook announced that Apple schedules the opening of its first physical outlet in India for 2021, while an online store is to be launched by the end of the year.<ref>{{Cite news|url=https://www.bbc.com/news/technology-51654274|title=Apple to open first Indian store in 2021|date=February 27, 2020|work=BBC News|access-date=February 27, 2020|language=en-GB}}</ref> In May 2017, the company announced a $1 billion funding project for "advanced manufacturing" in the United States,<ref>{{Cite web |first= Nick |last=Statt |title=Tim Cook says Apple is investing $1 billion in US manufacturing |url= https://www.theverge.com/2017/5/3/15537742/apple-ceo-tim-cook-1-billion-us-manufacturing-investment |website=[[The Verge]] |publisher=[[Vox Media]] |date=May 3, 2017 |access-date=December 14, 2017}}</ref><ref>{{Cite web |first=Susie |last=Ochs |title=Apple joins 'Made in America' trend with $1 billion fund to promote U.S. manufacturing |url=https://www.macworld.com/article/3194332/hardware/apple-to-invest-1-billion-in-an-advanced-manufacturing-fund.html |website=[[Macworld]] |publisher=[[International Data Group]] |date=May 3, 2017 |access-date=December 14, 2017}}</ref> and subsequently invested $200 million in [[Corning Inc.]], a manufacturer of toughened [[Gorilla Glass]] technology used in its [[iPhone]] devices.<ref>{{Cite web |first=Chaim |last=Gartenberg |title=Apple's first target for its $1 billion US manufacturing fund is glass supplier Corning |url=https://www.theverge.com/2017/5/12/15629568/apple-us-advanced-manufacturing-fund-corning-gorilla-glass-investment |website=[[The Verge]] |publisher=[[Vox Media]] |date=May 12, 2017 |access-date=December 14, 2017}}</ref><ref>{{Cite web |first= Brian |last=Heater |title=Gorilla Glass maker Corning gets $200 million from Apple's US manufacturing investment fund |url= https://techcrunch.com/2017/05/12/gorilla-glass-maker-corning-gets-200-million-from-apples-us-manufacturing-investment-fund/ |website=[[TechCrunch]] |publisher=[[Oath Inc.]] |date=May 12, 2017 |access-date=December 14, 2017}}</ref> The following December, Apple's chief operating officer, [[Jeff Williams (Apple)|Jeff Williams]], told ''CNBC'' that the "$1 billion" amount was "absolutely not" the final limit on its spending, elaborating that "We're not thinking in terms of a fund limit. ... We're thinking about, where are the opportunities across the U.S. to help nurture companies that are making the advanced technology — and the advanced manufacturing that goes with that — that quite frankly is essential to our innovation".<ref>{{Cite web |first=Sara |last=Salinas |title=Apple has a $1 billion fund for US manufacturers, but it's ready to spend more, says COO Jeff Williams |url=https://www.cnbc.com/2017/12/13/apple-coo-jeff-williams-we-could-invest-more-than-1-billion-in-us.html |website=[[CNBC]] |publisher=[[NBCUniversal News Group]] |date=December 13, 2017 |access-date=December 14, 2017}}</ref><ref>{{Cite web |first=Chance |last=Miller |title=Jeff Williams says Apple is prepared to invest more than $1B in US manufacturers |url= https://9to5mac.com/2017/12/13/apple-invest-in-us-manufacturing/ |website=[[9to5Mac]] |date=December 13, 2017 |access-date=December 14, 2017}}</ref> ==== Labor practices ==== {{Further|Criticism of Apple Inc.#Labor practices}} The company advertised its products as being made in America until the late 1990s; however, as a result of [[outsourcing]] initiatives in the 2000s, almost all of its manufacturing is now handled abroad. According to a report by ''The New York Times'', Apple insiders "believe the vast scale of overseas factories, as well as the flexibility, diligence and industrial skills of foreign workers, have so outpaced their American counterparts that "Made in the U.S.A." is no longer a viable option for most Apple products".<ref>{{Cite news |url=https://www.nytimes.com/2012/01/22/business/apple-america-and-a-squeezed-middle-class.html |work=[[The New York Times]] |first1=Charles |last1=Duhigg |first2=Keith |last2=Bradsher |title=Apple, America and a Squeezed Middle Class |date=January 21, 2012}}</ref> In 2006, one complex of factories that assembled the iPod and other items had over 200,000 workers living and working within it. Employees regularly worked more than 60 hours per week and made around $100 per month. A little over half of the workers' earnings was required to pay for rent and food from the company.<ref name="wpsweatshop">{{Cite news|last= Musgrove |first= Mike |url= https://www.washingtonpost.com/wp-dyn/content/article/2006/06/15/AR2006061501898.html |title= Sweatshop Conditions at IPod Factory Reported |work=[[The Washington Post]] |date= June 16, 2006 |ref= harv }}</ref><ref>{{Cite magazine|last= Kahney |first= Leander |authorlink= Leander Kahney |url= https://www.wired.com/gadgets/mac/commentary/cultofmac/2006/06/71138 |title =Judging Apple Sweatshop Charge |magazine=[[Wired (magazine)|Wired]] |publisher=[[Condé Nast Publications]] |date= June 13, 2006 |ref= harv |archiveurl= https://web.archive.org/web/20080616163344/http://www.wired.com/gadgets/mac/commentary/cultofmac/2006/06/71138 |archivedate= June 16, 2008 |url-status=live}}</ref><ref>{{Cite news |last= Dean |first= Jason |url= https://www.wsj.com/articles/SB118677584137994489 |title= The Forbidden City of Terry Gou |work=[[The Wall Street Journal]] |date= August 11, 2007 |url-access= subscription}}</ref><ref>{{Cite news |last= Johnson |first= Joel |title= Where the Workers Who Made Your iPhone Sleep at Night |url= https://www.wired.com/2010/11/foxconn-photo-gallery/ |work= [[Wired (magazine)|Wired]] |date= November 2, 2010 |access-date= November 13, 2010 |archiveurl= https://web.archive.org/web/20101104233204/http://www.wired.com/gadgetlab/2010/11/foxconn-photo-gallery/?pid=731&viewall=true |archivedate= November 4, 2010 |url-status=live}}</ref> Apple immediately launched an investigation after the 2006 media report, and worked with their manufacturers to ensure acceptable working conditions.<ref>{{Cite magazine|last=Morphy |first=Ericka |url=http://www.macnewsworld.com/story/61454.html |title=Apple, IT and the Specter of Sweatshop Labor |magazine=Mac News World |date=January 31, 2008 |ref=harv }}</ref> In 2007, Apple started yearly audits of all its suppliers regarding [[worker's rights]], slowly raising standards and pruning suppliers that did not comply. Yearly progress reports have been published since 2008.<ref>{{Cite web |url= https://www.apple.com/supplier-responsibility/pdf/Apple_SR_2010_Progress_Report.pdf |title= Apple 2010 Supplier Responsibility Report |publisher= Apple Inc. |access-date= March 26, 2019}}</ref> In 2011, Apple admitted that its suppliers' child labor practices in China had worsened.<ref>{{Cite news |url= https://www.telegraph.co.uk/technology/apple/8324867/Apples-child-labour-issues-worsen.html |title= Apple's child labour issues worsen |website=[[The Daily Telegraph|The Telegraph]] |date= February 15, 2011 |access-date= October 7, 2011 |location= London}}</ref> The [[Foxconn suicides]] occurred between January and November 2010, when 18<ref name="tian">{{Cite news |title=Struggle for Foxconn girl who wanted to die |work=[[South China Morning Post]] |date=December 15, 2010 |last=Lau |first=Mimi |location=Wuhan, Hubei}}</ref> [[Foxconn]] (Chinese: 富士康) employees attempted [[suicide]], resulting in 14 deaths—the company was the world's largest contract electronics manufacturer, for clients including Apple, at the time.<ref name="tian" /><ref name="scmpreport">{{Cite news |title=Foxconn factories are labour camps: report |work=[[South China Morning Post]] |date=October 11, 2010 |last=Tam |first=Fiona}}</ref><ref name="reuters3">{{Cite news |url=https://www.reuters.com/article/idUSTRE6A41M920101105 |title=Foxconn worker plunges to death at China plant: report |work=[[Reuters]] |date=November 5, 2010}}</ref><!-- 6:05 am EDT --> The suicides drew media attention, and employment practices at Foxconn were investigated by Apple.<ref name="WSJ-Foxconn">{{Cite news |url= https://www.wsj.com/articles/SB10001424052748704026204575267603576594936 |title=Suicides Spark Inquiries |first=Jason |last=Dean |date=May 27, 2010 |access-date=May 29, 2010 |work=[[The Wall Street Journal]] |url-access=subscription}}</ref> Apple issued a public statement about the suicides, and company spokesperson Steven Dowling said: {{Quote | style=font-size:100% |[Apple is] saddened and upset by the recent suicides at Foxconn ... A team from Apple is independently evaluating the steps they are taking to address these tragic events and we will continue our ongoing inspections of the facilities where our products are made.<ref name=pledge>{{Cite news | title=Tech: Apple Supplier Foxconn Suffers 10th Death This Year, Asks Workers To Sign Anti-Suicide Pledge | url=https://www.huffpost.com/entry/foxconn-suffers-10th-deat_n_588524 | first=William | last=Foreman | work=[[HuffPost]] | date=May 26, 2010}}</ref>}} The statement was released after the results from the company's probe into its suppliers' labor practices were published in early 2010. Foxconn was not specifically named in the report, but Apple identified a series of serious labor violations of labor laws, including Apple's own rules, and some child labor existed in a number of factories.<ref name=pledge/> Apple committed to the implementation of changes following the suicides.<ref name="Fire" /> Also in 2010, workers in China planned to sue iPhone contractors over poisoning by a cleaner used to clean LCD screens. One worker claimed that he and his coworkers had not been informed of possible occupational illnesses.<ref>{{Cite magazine|url= https://www.wired.com/gadgetlab/2010/05/wintek-employees-sue/ |title= Workers Plan to Sue iPhone Contractor Over Poisoning |first= Brian X. |last= Chen |date= May 14, 2010 |magazine=[[Wired (magazine)|Wired]]}}</ref> After a high suicide rate in a Foxconn facility in China making iPads and iPhones, albeit a lower rate than that of China as a whole,<ref>{{Cite news |url= https://www.economist.com/node/16231588 |title=Suicides at Foxconn: Light and death |work=[[The Economist]] |date=May 27, 2010 |access-date= April 24, 2012}}</ref> workers were forced to sign a legally binding document guaranteeing that they would not kill themselves.<ref>{{Cite book |last=Žižek|first=Slavoj|last2=Horvat|first2=Srećko|date=2014|title=What Does Europe Want?: The Union and Its Discontents|url=https://books.google.com/books?id=5DdOBQAAQBAJ&lpg=PP1&pg=PP22|location= |publisher=[[Columbia University Press]] |page=xxi |isbn=978-0231171076}}</ref> Workers in factories producing Apple products have also been exposed to n-[[hexane]], a [[neurotoxin]] that is a cheaper alternative than alcohol for cleaning the products.<ref>[http://www.abc.net.au/news/stories/2010/10/26/3048024.htm Workers poisoned while making iPhones] [[ABC News (Australia)|ABC News]], October 25, 2010.</ref><ref>[http://www.abc.net.au/foreign/content/2010/s3044840.htm Dirty Secrets] {{Webarchive|url=https://web.archive.org/web/20170525081658/http://www.abc.net.au/foreign/content/2010/s3044840.htm |date=May 25, 2017}} [[ABC News (Australia)|ABC News]] Foreign Correspondent, October 26, 2010.</ref><ref>[https://www.osha.gov/SLTC/healthguidelines/n-hexane/recognition.html Occupational Safety and Health Guideline for n-Hexane] {{Webarchive |url=https://web.archive.org/web/20130504125822/https://www.osha.gov/SLTC/healthguidelines/n-hexane/recognition.html |date=May 4, 2013}}, [[Occupational Safety and Health Administration]] (OSHA).</ref> A 2014 BBC investigation found excessive hours and other problems persisted, despite Apple's promise to reform factory practice after the 2010 Foxconn suicides. The Pegatron factory was once again the subject of review, as reporters gained access to the working conditions inside through recruitment as employees. While the BBC maintained that the experiences of its reporters showed that labor violations were continuing since 2010, Apple publicly disagreed with the BBC and stated: "We are aware of no other company doing as much as Apple to ensure fair and safe working conditions".<ref name="Fire">{{Cite news |title=Apple under fire again for working conditions at Chinese factories |url=https://www.theguardian.com/technology/2014/dec/19/apple-under-fire-again-for-working-conditions-at-chinese-factories |work=[[The Guardian]] |date=December 19, 2014 |access-date=March 23, 2017}}</ref> In December 2014, the [[Institute for Global Labour and Human Rights]] published a report which documented inhumane conditions for the 15,000 workers at a Zhen Ding Technology factory in Shenzhen, China, which serves as a major supplier of circuit boards for Apple's iPhone and iPad. According to the report, workers are pressured into 65-hour work weeks which leaves them so exhausted that they often sleep during lunch breaks. They are also made to reside in "primitive, dark and filthy dorms" where they sleep "on plywood, with six to ten workers in each crowded room." Omnipresent security personnel also routinely harass and beat the workers.<ref>{{cite news | last=Jamieson | first=Dave | url=https://www.huffpost.com/entry/apple-zhen-ding-labor_n_6372294 | title=The Factory Workers Behind Your iPhone Are Too Tired To Eat, Report Says | work=[[HuffPost]] | date=December 23, 2014}}</ref><ref>[http://www.globallabourrights.org/reports/exhaustion-has-no-limit-at-apple-supplier-in-china Exhaustion Has No Limit at Apple Supplier in China] {{Webarchive|url=https://web.archive.org/web/20141224223906/http://www.globallabourrights.org/reports/exhaustion-has-no-limit-at-apple-supplier-in-china |date=December 24, 2014}}. [[Institute for Global Labour and Human Rights]]. December 22, 2014.</ref> In 2019, there were reports stating that some of Foxconn's managers had used rejected parts to build iPhones, and that Apple was investigating the issue.<ref>{{Cite web|url=https://9to5mac.com/2019/12/18/iphones-made-from-rejected-parts/|title=$43M fraud by Foxconn managers selling iPhones made from rejected parts|first=Ben|last=Lovejoy|date=December 18, 2019|website=9to5Mac}}</ref> === Environmental practices and initiatives === ==== Apple Energy ==== Apple Energy, LLC is a wholly owned subsidiary of Apple Inc. that sells [[solar energy]]. {{As of|2016|June|6|df=US}}, Apple's solar farms in California and Nevada have been declared to provide 217.9 megawatts of solar generation capacity.<ref>{{Cite web |url=http://electrek.co/2016/06/10/apple-energy-deeper-dive-is-this-apple-running-its-own-microgrids-or-more/ |title=Apple Energy deeper dive: Is this Apple running its own microgrids or more? |last=Weaver |first=John Fitzgerald |date=June 10, 2016 |website=Electrek |access-date=June 12, 2016}}</ref><ref>{{Cite web |url=http://9to5mac.com/2016/06/09/apple-energy-company/ |title=Apple has just become an energy company, looks to sell excess electricity into the grid and maybe more |last=Weintraub |first=Seth |date=June 9, 2016 |website=[[9to5Mac]] |access-date=June 12, 2016}}</ref> In addition to the company's solar energy production, Apple has received regulatory approval to construct a [[Landfill gas utilization|landfill gas energy plant]] in [[North Carolina]]. Apple will use the [[methane]] emissions to generate electricity.<ref>{{Cite web |url=http://www.hickoryrecord.com/news/catawba-county-approves-lease-for-apple-s-renewable-energy-center/article_cf451340-2e81-11e6-8ea5-17ea0e23e19c.html |title=Catawba County approves lease for Apple's renewable energy center |website=HDR {{!}} Hickory Daily Record|access-date=June 12, 2016}}</ref> Apple's North Carolina data center is already powered entirely with energy from renewable sources.<ref>{{Cite web |url=http://9to5mac.com/2016/06/10/apple-energy-landfill-gas-electricity/ |title=As Apple moves into the energy business, it gets approval to turn landfill gas into power |last=Lovejoy |first=Ben |date=June 10, 2016 |work=[[9to5Mac]] |access-date=June 14, 2016}}</ref> ==== Energy and resources ==== Following a [[Greenpeace]] protest, Apple released a statement on April 17, 2012, committing to ending its use of coal and shifting to 100% renewable clean energy.<ref name="After Greenpeace Protests, Apple Promises to Dump Coal Power">{{Cite news |work=[[Wired (magazine)|Wired]] |url=https://www.wired.com/wiredenterprise/2012/05/apple_coal/ |title=After Greenpeace Protests, Apple Promises to Dump Coal Power |access-date=August 22, 2013 |first=Robert |last=McMillan |date=May 17, 2012}}</ref><ref name="Powering Our Facilities with Clean, Renewable Energy">{{Cite web |website=[[Wired Magazine]] |url=https://www.apple.com/environment/renewable-energy/ |title=Powering Our Facilities with Clean, Renewable Energy |access-date=August 22, 2013 |archive-url=https://web.archive.org/web/20140422023008/https://www.apple.com/environment/renewable-energy/ |archive-date=April 22, 2014 |url-status=dead}}{{Verify source|date=November 2017}}</ref> By 2013, Apple was using 100% renewable energy to power their data centers. Overall, 75% of the company's power came from clean renewable sources.<ref>{{Cite news |first=Peter |last=Burrows |title=Apple Says Data Centers Now Use 100% Renewable Energy |work=[[Business Week]] |date=March 21, 2013 |url= http://www.businessweek.com/news/2013-03-21/apple-says-data-centers-now-use-100-percent-renewable-energy |access-date=August 30, 2013 |url-status=dead |archiveurl=https://web.archive.org/web/20131202223855/http://www.businessweek.com/news/2013-03-21/apple-says-data-centers-now-use-100-percent-renewable-energy |archivedate=December 2, 2013}}</ref> In 2010, [[Climate Counts]], a nonprofit organization dedicated to directing consumers toward the greenest companies, gave Apple a score of 52 points out of a possible 100, which puts Apple in their top category "Striding".<ref>{{Cite web |url= http://www.climatecounts.org/scorecard_score.php?co=7 |archive-url= https://web.archive.org/web/20090104212545/http://climatecounts.org/scorecard_score.php?co=7 |url-status=dead |archive-date=January 4, 2009 |title=Climate Counts scorecard |publisher=Climatecounts.org |access-date=October 7, 2011}}</ref> This was an increase from May 2008, when Climate Counts only gave Apple 11 points out of 100, which placed the company last among electronics companies, at which time Climate Counts also labeled Apple with a "stuck icon", adding that Apple at the time was "a choice to avoid for the climate-conscious consumer".<ref name="iwclimate">{{Cite news |url=http://www.informationweek.com/news/hardware/mac/showArticle.jhtml?articleID=207601672 |title=Environmental Group Hits Apple |work=[[Information Week]]}}</ref> In May 2015, Greenpeace evaluated the state of the Green Internet and commended Apple on their environmental practices saying, "Apple's commitment to renewable energy has helped set a new bar for the industry, illustrating in very concrete terms that a 100% renewable Internet is within its reach, and providing several models of intervention for other companies that want to build a sustainable Internet."<ref>{{Cite web|url=http://www.greenpeace.org/usa/global-warming/click-clean/#report|title=ClickClean|website=Click Clean|publisher=[[Greenpeace]] |access-date=April 28, 2016}}</ref> {{As of|2016}}, Apple states that 100% of its U.S. operations run on [[renewable energy]], 100% of Apple's [[data center]]s run on renewable energy and 93% of Apple's global operations run on renewable energy.<ref>{{Cite web |url=https://www.apple.com/environment/ |title=Environment |publisher=Apple |access-date=May 26, 2016}}</ref> However, the facilities are connected to the local [[Electrical grid|grid]] which usually contains a mix of fossil and renewable sources, so Apple [[carbon offset]]s its electricity use.<ref>{{Cite news |url=https://www.nytimes.com/2016/08/24/business/energy-environment/as-energy-use-rises-corporations-turn-to-their-own-green-utility-sources.html |archiveurl=https://web.archive.org/web/20161129164413/http://www.nytimes.com/2016/08/24/business/energy-environment/as-energy-use-rises-corporations-turn-to-their-own-green-utility-sources.html |title=Apple Becomes a Green Energy Supplier, With Itself as Customer |first=Diane |last=Cardwell |date=August 23, 2016 |archivedate=November 29, 2016 |work=[[The New York Times]] |access-date=December 30, 2016 |url-status=live |quote=clean power often does not flow directly to their facilities. They typically buy the renewable energy in amounts to match what they draw from the grid. They're actually getting power from their local utility, which may be coal}}</ref><ref>{{Cite web |url= http://www.truth-out.org/news/item/32208-why-is-apple-lying-about-powering-its-data-centers-with-renewable-energy |archiveurl= https://web.archive.org/web/20160630060630/http://www.truth-out.org/news/item/32208-why-is-apple-lying-about-powering-its-data-centers-with-renewable-energy |title=Why Is Apple Lying About Powering Its Data Centers With Renewable Energy? |first=Nicki Lisa |last=Cole |date=August 5, 2015 |archivedate=June 30, 2016 |website=[[Truthout]] |access-date=December 30, 2016 |url-status=live |quote=Apple buys renewable energy certificates to offset its reliance on Duke's dirty energy. ..purchasing offsets is not the same as actually powering something with renewable energy}}</ref> The [[Electronic Product Environmental Assessment Tool]] (EPEAT) allows consumers to see the effect a product has on the environment. Each product receives a Gold, Silver, or Bronze rank depending on its efficiency and sustainability. Every Apple [[tablet computer|tablet]], [[laptop|notebook]], [[desktop computer]], and [[computer monitor|display]] that EPEAT ranks achieves a Gold rating, the highest possible. Although Apple's data centers recycle water 35 times,<ref>{{Cite web |url= https://www.apple.com/environment/climate-change/ |title=Environment – Climate Change |date=March 2016 |website=Why we measure our carbon footprint so rigorously. |publisher=Apple Inc. |access-date=March 27, 2016}}</ref> the increased activity in retail, corporate and data centers also increase the amount of water use to {{convert|573|e6usgal|e6m3|abbr=unit|sigfig=2}} in 2015.<ref>{{Cite web |url= http://www.datacenterknowledge.com/archives/2016/06/15/how-much-water-do-apple-data-centers-use/ |title=How Much Water Do Apple Data Centers Use? |website=Data Center Knowledge |access-date=November 5, 2016|date=June 15, 2016}}</ref> During an event on March 21, 2016, Apple provided a status update on its environmental initiative to be 100% renewable in all of its worldwide operations. [[Lisa P. Jackson]], Apple's vice president of Environment, Policy and Social Initiatives who reports directly to CEO, Tim Cook, announced that {{As of|2016|March|lc=y}}, 93% of Apple's worldwide operations are powered with renewable energy. Also featured was the company's efforts to use sustainable paper in their product packaging; 99% of all paper used by Apple in the product packaging comes from [[post-consumer]] [[recycle]]d paper or sustainably managed forests, as the company continues its move to all paper packaging for all of its products.<ref>{{Cite web |url= https://www.apple.com/environment/pdf/Apple_Environmental_Responsibility_Report_2015.pdf |title= Apple Environmental Responsibility Report (2015) |date= |publisher= Apple Inc. |access-date= March 30, 2016}}</ref><ref>{{Cite web |url= https://www.apple.com/environment/pdf/Apple_Environmental_Responsibility_Report_2016.pdf |title= Apple Environmental Responsibility Report 2016 Progress Report, Covering Fiscal Year 2015 |date= |publisher= Apple Inc.}}</ref> Apple working in partnership with [[The Conservation Fund|Conservation Fund]], have preserved 36,000 acres of working forests in [[Maine]] and [[North Carolina]]. Another partnership announced is with the [[World Wide Fund for Nature|World Wildlife Fund]] to preserve up to {{convert|1,000,000|acre|km2}} of forests in China. Featured was the company's installation of a 40 [[Megawatt|MW]] [[Solar power|solar power plant]] in the [[Sichuan]] province of [[China]] that was tailor-made to coexist with the indigenous yaks that eat hay produced on the land, by raising the panels to be several feet off of the ground so the yaks and their feed would be unharmed grazing beneath the array. This installation alone compensates for more than all of the energy used in Apple's Stores and Offices in the whole of China, negating the company's energy carbon footprint in the country. In [[Singapore]], Apple has worked with the Singaporean government to cover the rooftops of 800 buildings in the city-state with solar panels allowing Apple's Singapore operations to be run on 100% renewable energy. Liam was introduced to the world, an advanced robotic disassembler and sorter designed by Apple Engineers in California specifically for recycling outdated or broken iPhones. Reuses and recycles parts from traded in products.<ref>{{Cite web |url=https://www.apple.com/apple-events/march-2016/ |title=Watch the Apple Special Event |website=Apple |access-date=March 30, 2016}}</ref> Apple announced on August 16, 2016, that Lens Technology, one of its major suppliers in China, has committed to power all its [[glass production]] for Apple with 100 percent renewable energy by 2018. The commitment is a large step in Apple's efforts to help manufacturers lower their carbon footprint in China.<ref>{{Cite web |url=http://www.macrumors.com/2016/08/17/lens-technology-renewable-energy-apple/ |title=Supplier Lens Technology Commits to 100 Percent Renewable Energy for Apple Manufacturing |last=Sumra |first=Husain |access-date=August 17, 2016|work=[[MacRumors]]}}</ref> Apple also announced that all 14 of its final assembly sites in China are now compliant with [[UL (safety organization)|UL's]] Zero Waste to Landfill validation. The standard, which started in January 2015, certifies that all manufacturing waste is [[reuse]]d, [[recycled]], [[compost]]ed, or converted into energy (when necessary). Since the program began, nearly, 140,000 metric tons of waste have been diverted from [[landfill]]s.<ref>{{Cite press release |url= https://www.apple.com/newsroom/2016/08/apple-announces-environmental-progress-in-china/ |title=Apple Announces Environmental Progress in China & Applauds Supplier Commitment to Clean Energy |publisher=Apple Inc. |date=August 17, 2016 |access-date=August 17, 2016}}</ref>{{Better source|date=November 2017}} ==== Toxins ==== Following further campaigns by Greenpeace,<ref name="itox">{{Cite web |url= http://www.greenpeace.org/apple/itox.html |title= iTox + iWaste |access-date= August 12, 2008 |archiveurl= https://web.archive.org/web/20080721152923/http://www.greenpeace.org/apple/itox.html |archivedate= July 21, 2008 |url-status=live |publisher=[[Greenpeace]]}}</ref> in 2008, Apple became the first electronics manufacturer to fully eliminate all [[polyvinyl chloride]] (PVC) and [[brominated flame retardant]]s (BFRs) in its complete product line.<ref>{{Cite web |url= https://www.apple.com/environment/reports/update.html |title= Apple – Environment – Update |publisher= Apple Inc. |access-date= November 22, 2010 |archiveurl= https://web.archive.org/web/20101115215221/https://www.apple.com/environment/reports/update.html |archivedate= November 15, 2010 |url-status=dead}}</ref><ref>{{Cite web |url= http://www.greenpeace.org/international/en/campaigns/toxics/electronics/Guide-to-Greener-Electronics/which-companies-really-sell-gr/ |title= Which companies are phasing out PVC and BFRs |publisher=[[Greenpeace International]] |access-date= January 13, 2011 |url-status=dead |archiveurl= https://web.archive.org/web/20101110055341/http://www.greenpeace.org/international/en/campaigns/toxics/electronics/Guide-to-Greener-Electronics/which-companies-really-sell-gr/ |archivedate= November 10, 2010}}</ref> In June 2007, Apple began replacing the [[cold cathode]] fluorescent lamp (CCFL) backlit [[LCD]] displays in its computers with [[mercury (element)|mercury]]-free [[LED-backlit LCD display]]s and [[arsenic]]-free glass, starting with the upgraded [[MacBook Pro]].<ref name="Apple-environmental-news" /><ref name="agreenapple">{{Cite web |url= https://www.apple.com/hotnews/agreenerapple/ |title= Apple – A Greener Apple |access-date= August 12, 2008 |archiveurl= https://web.archive.org/web/20080725082132/http://www.apple.com/hotnews/agreenerapple/ |archivedate= July 25, 2008 |url-status=live}}</ref><ref name="green_notebooks">{{Cite web |url= https://www.apple.com/mac/green-notebooks/ |title=Apple – Mac – Green Notebooks |year= 2008 |publisher= Apple Inc. |access-date= December 24, 2008 |archiveurl= https://web.archive.org/web/20081222083708/http://www.apple.com/mac/green-notebooks/ |archivedate= December 22, 2008 |url-status=live}}</ref><ref>{{Cite web |url= https://www.apple.com/macbookpro/graphics.html |title= Apple: MacBook Pro Graphics |access-date= June 8, 2007 |archiveurl= https://web.archive.org/web/20070602180903/http://www.apple.com/macbookpro/graphics.html |archivedate= June 2, 2007 |url-status=live}}</ref> Apple offers comprehensive and transparent information about the [[carbon dioxide equivalent|CO<sub>2</sub>e]], [[greenhouse gas#Direct greenhouse gas emissions|emissions]], materials, and [[electric energy consumption|electrical usage]] concerning every product they currently produce or have sold in the past (and which they have enough data needed to produce the report), in their portfolio on their homepage. Allowing consumers to make informed purchasing decisions on the products they offer for sale.<ref>{{Cite web |title=Apple – Environment – Reports |url=https://www.apple.com/environment/reports/ |publisher=Apple Inc.}}</ref> In June 2009, Apple's [[iPhone 3GS]] was free of PVC, arsenic, and BFRs.<ref name="Apple-environmental-news">{{Cite web |url=https://www.apple.com/environment/progress/ |title=Apple – Environment – Environmental Progress |access-date=November 22, 2010 |archiveurl= https://web.archive.org/web/20101124181606/http://www.apple.com/environment/progress/ |archivedate=November 24, 2010 |url-status=live}}</ref><ref>{{Cite web |url=https://www.apple.com/imac/environment.html |title=iMac and the Environment |publisher=Apple Inc. |access-date=November 29, 2010 |archiveurl=https://web.archive.org/web/20101129205242/http://www.apple.com/imac/environment.html |archivedate=November 29, 2010 |url-status=dead }}</ref> All Apple products now have mercury-free LED-backlit LCD displays, arsenic-free glass, and non-PVC cables. All Apple products have EPEAT Gold status and beat the latest Energy Star guidelines in each product's respective regulatory category.<ref name="Apple-environmental-news" /><ref>{{Cite web |url= https://www.energystar.gov/sites/default/files/specs//Version%206%201%20Computers%20Final%20Program%20Requirements.pdf |title= Energy Star Computers Final Program Requirements |date= March 2016 |website=[[Energy Star]] |publisher=[[EPA]] |access-date= March 30, 2016}}</ref> In November 2011, Apple was featured in Greenpeace's Guide to Greener Electronics, which ranks electronics manufacturers on sustainability, [[climate and energy]] policy, and how "green" their products are. The company ranked fourth of fifteen electronics companies (moving up five places from the previous year) with a score of 4.6/10.<ref>{{Cite web |first= Eric |last= Slivka |title= Apple Jumps to Fourth in Greenpeace's Environmental Rankings of Electronics Companies |url= https://www.macrumors.com/2011/11/09/apple-jumps-to-fourth-in-greenpeaces-environmental-rankings-of-electronics-companies/ |website=[[MacRumors]] |date= November 9, 2011 |access-date= April 18, 2017}}</ref><ref>{{Cite web |title= Apple ranks fourth on Greenpeace's 'Guide to Greener Electronics' |url= http://appleinsider.com/articles/11/11/09/apple_ranks_fourth_on_greenpeaces_guide_to_greener_electronics |website=[[AppleInsider]] |date= November 9, 2011 |access-date= April 18, 2017}}</ref> Greenpeace praises Apple's [[sustainability metrics and indices|sustainability]], noting that the company exceeded its 70% global recycling goal in 2010. It continues to score well on the products rating with all Apple products now being free of PVC plastic and BFRs. However, the guide criticizes Apple on the Energy criteria for not seeking external verification of its greenhouse gas emissions data and for not setting out any targets to reduce emissions.<ref>{{Cite web |title= Apple, 4th position, 4.6/10 |url= http://www.greenpeace.org:80/international/Global/international/publications/climate/2011/Cool%20IT/greener-guide-nov-2011/apple.pdf |publisher=[[Greenpeace]] |access-date= April 18, 2017}}</ref> In January 2012, Apple requested that its cable maker, Volex, begin producing [[Low smoke zero halogen|halogen-free]] [[USB]] and power cables.<ref>{{Cite web |last= Anderson |first= Ash |title= Apple Power Cables to Become Even More Environmentally Friendly |url= http://www.keynoodle.com/apple-power-cables-to-become-even-more-environmentally-friendly/ |publisher= KeyNoodle |access-date= January 14, 2012}}</ref> ==== Green bonds ==== In February 2016, Apple issued a US$1.5 billion [[green bond]] (climate bond), the first ever of its kind by a U.S. tech company. The green bond proceeds are dedicated to the financing of environmental projects.<ref>{{Cite web |url= https://www.apple.com/environment/reports/ |title= Environment – Reports |publisher= Apple Inc. |access-date= May 28, 2016}}</ref> === Finance === {{See also|List of mergers and acquisitions by Apple}} Apple is the [[list of the largest information technology companies|world's largest information technology company]] by revenue, the world's largest technology company by [[asset|total assets]],<ref>{{Cite web |first=Liyan |last=Chen |title=The World's Largest Tech Companies: Apple Beats Samsung, Microsoft, Google |url=https://www.forbes.com/sites/liyanchen/2015/05/11/the-worlds-largest-tech-companies-apple-beats-samsung-microsoft-google/ |website=[[Forbes]] |date=May 11, 2015 |access-date=May 24, 2017}}</ref> and the [[mobile phone#By manufacturer|world's second-largest mobile phone manufacturer]] after [[Samsung]].<ref>{{Cite news|url=https://venturebeat.com/2018/02/01/idc-smartphone-shipments-down-6-3-in-q4-2017-apple-overtakes-samsung-for-top-spot/|title=IDC: Smartphone shipments down 6.3% in Q4 2017, Apple overtakes Samsung for top spot|date=February 2, 2018|work=VentureBeat|access-date=March 10, 2018|language=en-US}}</ref><ref>{{Cite web|url=https://www.idc.com/getdoc.jsp?containerId=prUS43548018|title=Apple Passes Samsung to Capture the Top Position in the Worldwide Smartphone Market While Overall Shipments Decline 6.3% in the Fourth Quarter, According to IDC|publisher=[[International Data Corporation|IDC]]|access-date=March 10, 2018|archive-url=https://web.archive.org/web/20180920015332/https://www.idc.com/getdoc.jsp?containerId=prUS43548018|archive-date=September 20, 2018|url-status=dead}}</ref> In its fiscal year ending in September 2011, Apple Inc. reported a total of $108 billion in annual revenues—a significant increase from its 2010 revenues of $65 billion—and nearly $82 billion in [[Reserve (accounting)|cash reserves]].<ref>{{Cite web |url=http://www.ft.com/intl/cms/s/2/6a7cac22-31db-11e1-9be2-00144feabdc0.html |title=Apple in race to keep ahead in 2012 |date=December 29, 2011 |first=Chris |last=Nuttall |website=[[Financial Times]] |url-access=subscription}}</ref> On March 19, 2012, Apple announced plans for a $2.65-per-share [[dividend]] beginning in fourth quarter of 2012, per approval by their board of directors.<ref name="dividendfaq">{{Cite news |last=Tsukayama |first=Hayley |title=FAQ: Apple's Dividend |url=https://www.washingtonpost.com/business/technology/faq-apples-dividend/2012/03/20/gIQAVxMgPS_story.html |access-date=March 21, 2012 |newspaper=[[The Washington Post]] |date=March 20, 2012}}</ref> The company's worldwide annual revenue in 2013 totaled $170 billion.<ref>{{Cite web |title=Annual Financials for Apple |url=http://www.marketwatch.com/investing/stock/aapl/financials |work=[[Marketwatch]] |access-date=February 2, 2014}}</ref> In May 2013, Apple entered the top ten of the [[Fortune 500|''Fortune'' 500]] list of companies for the first time, rising 11 places above its 2012 ranking to take the sixth position.<ref>{{Cite news |last=Rodriguez |first=Salvador |url=https://www.latimes.com/business/technology/la-fi-tn-apple-facebook-fortune-500-20130506,0,6186624.story |title=Apple makes Fortune 500's top 10 for first time; Facebook makes list |work=[[Los Angeles Times]] |date=May 6, 2013 |access-date=June 10, 2013}}</ref> {{As of|2016}}, Apple has around US$234 billion of cash and marketable securities, of which 90% is located outside the United States for tax purposes.<ref name="b200">{{Cite web |last=La Monica |first=Paul R. |title=Apple has $203 billion in cash. Why? |url=https://money.cnn.com/2015/07/22/investing/apple-stock-cash-earnings/ |publisher=[[CNNMoney]] |access-date=September 28, 2015 |archiveurl=https://web.archive.org/web/20150818101000/https://money.cnn.com/2015/07/22/investing/apple-stock-cash-earnings/ |archivedate=August 18, 2015 |url-status=live |date=July 22, 2015}}</ref> Apple amassed 65% of all profits made by the eight largest worldwide smartphone manufacturers in quarter one of 2014, according to a report by [[Canaccord Genuity]]. In the first quarter of 2015, the company garnered 92% of all earnings.<ref>{{Cite web |first=Cyrus |last=Farivar |title=Apple makes 92 percent of all smartphone profits |url=https://arstechnica.com/apple/2015/07/apple-makes-92-percent-of-all-smartphone-profits/ |website=[[Ars Technica]] |date=July 13, 2015 |access-date=March 23, 2017}}</ref> On April 30, 2017, ''The Wall Street Journal'' reported that Apple had [[cash reserve]]s of $250 billion,<ref>{{Cite news |first=Tripp |last=Mickle |title=Apple's Cash Hoard Set to Top $250 Billion |url=https://www.wsj.com/articles/apples-250-billion-cash-pile-enlivens-hopes-fuels-expectations-1493566748 |work=[[The Wall Street Journal]] |date=April 30, 2017 |access-date=May 24, 2017 |url-access=subscription}}</ref> officially confirmed by Apple as specifically $256.8 billion a few days later.<ref>{{Cite web |first=Christine |last=Wang |title=Apple's cash hoard swells to record $256.8 billion |url=https://www.cnbc.com/2017/05/02/apples-cash-hoard-swells-to-record-256-8-billion.html |publisher=[[CNBC]] |date=May 2, 2017 |access-date=May 24, 2017}}</ref> {{As of|2018|August|3|df=US}}, Apple was the [[list of corporations by market capitalization|largest publicly traded corporation in the world by market capitalization]]. On August 2, 2018, Apple became the first publicly traded U.S. company to reach a $1 trillion market value.<ref name="1t-CNBC">{{Cite news|url=https://www.cnbc.com/2018/08/02/apple-hits-1-trillion-in-market-value.html|title=Apple just hit a $1 trillion market cap|last=Salinas|first=Sara|date=August 2, 2018|publisher=[[CNBC]]|access-date=August 2, 2018}}</ref><ref name="1t-Guardian">{{Cite web |first=Rob |last=Davies |title=Apple becomes world's first trillion dollar company |url=https://www.theguardian.com/technology/2018/aug/02/apple-becomes-worlds-first-trillion-dollar-company |website=[[The Guardian]] |date=August 2, 2018 |access-date=August 2, 2018}}</ref> Apple was ranked No. 4 on the 2018 [[Fortune 500|''Fortune'' 500]] rankings of the largest United States corporations by total revenue.<ref>{{Cite web|url=http://fortune.com/fortune500/list/|title=Fortune 500 Companies 2018: Who Made the List|website=[[Fortune (magazine)|Fortune]]|access-date=November 9, 2018}}</ref> {| class="wikitable float-left" style="text-align: right;" !Year !Revenue<br />in mil. USD !Net income<br />in mil. USD !Total assets<br />in mil. USD !Employees |- | 2000<ref>{{Cite web |url= http://www.annualreports.com/HostedData/AnnualReportArchive/a/NASDAQ_AAPL_2000.pdf |title= 2000 Annual Report |date= |website= |access-date=}}</ref> | 7,983 | 786 | 6,803 | |- | 2001<ref>{{Cite web |url= http://www.annualreports.com/HostedData/AnnualReportArchive/a/NASDAQ_AAPL_2001.pdf |title= 2001 Annual Report |date= |website= |access-date=}}</ref> | 5,363 | −25 | 6,021 | |- | 2002<ref>{{Cite web |url= http://www.annualreports.com/HostedData/AnnualReportArchive/a/NASDAQ_AAPL_2002.pdf |title= 2002 Annual Report |date= |website= |access-date=}}</ref> | 5,742 | 65 | 6,298 | |- | 2003<ref>{{Cite web |url= http://www.annualreports.com/HostedData/AnnualReportArchive/a/NASDAQ_AAPL_2003.pdf |title= 2003 Annual Report |date= |website= |access-date=}}</ref> | 6,207 | 69 | 6,815 | |- | 2004<ref>{{Cite web |url= http://www.annualreports.com/HostedData/AnnualReportArchive/a/NASDAQ_AAPL_2004.pdf |title= 2004 Annual Report |date= |website= |access-date=}}</ref> | 8,279 | 274 | 8,050 | |- | 2005<ref>{{Cite web |url= http://www.annualreports.com/HostedData/AnnualReportArchive/a/NASDAQ_AAPL_2005.pdf |title= 2005 Annual Report |date= |website= |access-date=}}</ref> | 13,931 | 1,328 | 11,516 | 14,800 |- | 2006<ref>{{Cite web |url= http://www.annualreports.com/HostedData/AnnualReportArchive/a/NASDAQ_AAPL_2006.pdf |title= 2006 Annual Report |date= |website= |access-date=}}</ref> | 19,315 | 1,989 | 17,205 | 17,800 |- | 2007<ref>{{Cite web |url= http://www.annualreports.com/HostedData/AnnualReportArchive/a/NASDAQ_AAPL_2007.pdf |title= 2007 Annual Report |date= |website= |access-date=}}</ref> | 24,578 | 3,495 | 25,347 | 21,600 |- | 2008<ref>{{Cite web |url= http://www.annualreports.com/HostedData/AnnualReportArchive/a/NASDAQ_AAPL_2008.pdf |title= 2008 Annual Report |date= |website= |access-date=}}</ref> | 37,491 | 6,119 | 36,171 | 32,000 |- | 2009<ref>{{Cite web |url= http://www.annualreports.com/HostedData/AnnualReportArchive/a/NASDAQ_AAPL_2009.pdf |title= 2009 Annual Report |date= |website= |access-date=}}</ref> | 42,905 | 8,235 | 47,501 | 34,300 |- | 2010<ref>{{Cite web |url= http://www.annualreports.com/HostedData/AnnualReportArchive/a/NASDAQ_AAPL_2010.pdf |title= 2010 Annual Report |date= |website= |access-date=}}</ref> | 65,225 | 14,013 | 75,183 | 46,600 |- | 2011<ref>{{Cite web |url= http://www.annualreports.com/HostedData/AnnualReportArchive/a/NASDAQ_AAPL_2011.pdf |title= 2011 Annual Report |date= |website= |access-date=}}</ref> | 108,249 | 25,922 | 116,371 | 60,400 |- | 2012<ref>{{Cite web |url= http://www.annualreports.com/HostedData/AnnualReportArchive/a/NASDAQ_AAPL_2012.pdf |title= 2012 Annual Report |date= |website= |access-date=}}</ref> | 156,508 | 41,733 | 176,064 | 72,800 |- | 2013<ref>{{Cite web |url= http://www.annualreports.com/HostedData/AnnualReportArchive/a/NASDAQ_AAPL_2013.pdf |title= 2013 Annual Report |date= |website= |access-date=}}</ref> | 170,910 | 37,037 | 207,000 | 80,300 |- | 2014<ref>{{Cite web |url= http://www.annualreports.com/HostedData/AnnualReportArchive/a/NASDAQ_AAPL_2014.pdf |title= 2014 Annual Report |date= |website= |access-date=}}</ref> | 182,795 | 39,510 | 231,839 | 92,600 |- | 2015<ref>{{Cite web |url= https://www.theguardian.com/technology/2015/oct/27/apple-2015-revenue-iphone-sales |title= Apple calls 2015 'most successful year ever' after making reported $234bn |last= Neate |first= Rupert |date= October 27, 2015 |website=[[The Guardian]] |language=en |access-date= November 10, 2018}}</ref> | 233,715 | 53,394 | 290,345 | 110,000 |- | 2016<ref>{{Cite news |url= https://www.theverge.com/2016/10/25/13410020/apple-annual-revenue-decline-first-2001 |title= Apple just had its first annual revenue decline since 2001 |work=[[The Verge]] |access-date= November 10, 2018}}</ref> | 215,639 | 45,687 | 321,686 | 116,000 |- | 2017<ref>{{Cite news |url= https://www.cnbc.com/2017/11/02/apple-earnings-q4-2017.html |title= Apple blows past Wall Street expectations as the iPhone 8 becomes a surprise best-seller |last= Balakrishnan |first= Anita |date= November 2, 2017 |work=[[CNBC]] |access-date= November 10, 2018}}</ref> | 229,234 | 48,351 | 375,319 | 123,000 |- | 2018<ref>{{Cite web |url= https://www.beckershospitalreview.com/healthcare-information-technology/apple-s-revenue-surpasses-260b-in-2018-up-16-from-last-year-4-things-to-know.html |title= Apple's revenue surpasses $260B in 2018, up 16% from last year: 4 things to know |last= Cohen |first= Jessica Kim |website= www.beckershospitalreview.com |language= en-gb |access-date= November 10, 2018}}</ref> | 265,595 | 59,531 | 365,725 | 132,000 |- |2019<ref>{{Cite web|url=http://www.annualreports.com/HostedData/AnnualReports/PDF/NASDAQ_AAPL_2019.pdf|title=2019 Annual Report|last=|first=|date=|website=|url-status=live|archive-url=|archive-date=|access-date=}}</ref> |260,174 |55,256 |338,516 |137,000 |} ==== Tax practices ==== {{Further|Criticism of Apple Inc.#Tax practices|EU illegal State aid case against Apple in Ireland|Leprechaun economics}} Apple has created subsidiaries in low-tax places such as [[Republic of Ireland|Ireland]], the [[Netherlands]], [[Luxembourg]], and the [[British Virgin Islands]] to cut the taxes it pays around the world. According to ''The New York Times,'' in the 1980s Apple was among the first tech companies to designate overseas salespeople in high-tax countries in a manner that allowed the company to sell on behalf of low-tax subsidiaries on other continents, sidestepping income taxes. In the late 1980s, Apple was a pioneer of an accounting technique known as the "[[Double Irish with a Dutch sandwich]]," which reduces taxes by routing profits through Irish subsidiaries and the Netherlands and then to the Caribbean.<ref>{{Cite news |last1=Duhigg |first1=Charles |last2=Kocieniewski |first2=David |title=How Apple Sidesteps Billions in Taxes |url=https://www.nytimes.com/2012/04/29/business/apples-tax-strategy-aims-at-low-tax-states-and-nations.html |work=[[The New York Times]] |access-date=April 29, 2012 |date=April 28, 2012}}</ref> [[British Conservative Party]] Member of Parliament [[Charlie Elphicke]] published research on October 30, 2012,<ref>{{Cite news |last= Watson |first= Roland |title= Foreign companies 'avoid billions in corporation tax' |url= http://www.thetimes.co.uk/tto/news/politics/article3583772.ece |newspaper=[[The Times]] |date= October 30, 2012}}</ref> which showed that some multinational companies, including Apple Inc., were making billions of pounds of profit in the UK, but were paying an effective tax rate to the UK Treasury of only 3 percent, well below standard [[corporation tax]]. He followed this research by calling on the [[Chancellor of the Exchequer]] [[George Osborne]] to force these multinationals, which also included [[Google]] and [[The Coca-Cola Company]], to state the effective rate of tax they pay on their UK revenues. Elphicke also said that government contracts should be withheld from multinationals who do not pay their fair share of UK tax.<ref>{{Cite news |last= Ebrahimi |first= Helia |title= Foreign firms could owe UK £11bn in unpaid taxes |url= https://www.telegraph.co.uk/finance/personalfinance/consumertips/tax/9652516/Foreign-firms-could-owe-UK-11bn-in-unpaid-taxes.html |website=[[The Daily Telegraph|The Telegraph]] |date= November 2, 2012 |location= London}}</ref> Apple Inc. claims to be the single largest taxpayer to the [[United States Department of the Treasury|Department of the Treasury]] of the [[United States|United States of America]] with an [[tax rate|effective tax rate]] of approximately of 26% as of the second quarter of the Apple [[fiscal year]] 2016.<ref>{{Cite web |url= http://investor.apple.com |title= Investor Relations |publisher= Apple Inc. |access-date= April 28, 2016}}</ref> In an interview with the German newspaper FAZ in October 2017, Tim Cook stated, that Apple is the biggest taxpayer worldwide.<ref>{{Cite web |url= https://www.faz.net/1.5245252|title=Tim Cook im Interview: "Hoffentlich seid ihr Deutschen richtig stolz auf euch" |first= Carsten |last= Knop |date= November 14, 2017 |access-date= March 26, 2019 |language= German}}</ref> In 2015, [[Reuters]] reported that Apple had earnings abroad of $54.4 billion which were untaxed by the [[IRS]] of the United States. Under U.S. tax law governed by the [[Internal Revenue Code|IRC]], corporations don't pay income tax on overseas profits unless the profits are repatriated into the United States and as such Apple argues that to benefit its [[shareholder]]s it will leave it overseas until a repatriation holiday or comprehensive tax reform takes place in the United States.<ref>{{Cite news |last1=Drawbaugh |first1=Kevin |last2=Temple-West |first2=Patrick |url=https://www.reuters.com/article/2014/04/09/us-usa-tax-offshore-idUSBREA3729V20140409 |title=Untaxed U.S. corporate profits held overseas top $2.1 trillion: study |work=[[Reuters]] |access-date=February 11, 2015}}</ref><ref>{{Cite web |url=https://www.apple.com/investor/earnings-call/ |title=Apple Earnings Call |publisher=Apple Inc. |access-date=April 28, 2016}}</ref> [[File:Belgique - Bruxelles - Schuman - Berlaymont - 01.jpg|thumb|The European Commission, which imposed on Apple in 2016 a record tax fine annulled on July 15, 2020 by the European Court of Justice]] On July 12, 2016 the [[Central Statistics Office (Ireland)|Central Statistics Office of Ireland]] announced that 2015 Irish [[GDP]] had grown by 26.3%, and 2015 Irish [[GNP]] had grown by 18.7%.<ref>{{Cite web |url= http://www.cso.ie/en/releasesandpublications/er/nie/nationalincomeandexpenditureannualresults2015/ |title= National Income and Expenditure Annual Results 2015 |publisher=[[Central Statistics Office (Ireland)|Central Statistics]] |date= July 12, 2016}}</ref> The figures attracted international scorn, and were labelled by Nobel-prize winning economist, [[Paul Krugman]], as [[leprechaun economics]]. It was not until 2018 that Irish economists could definitively prove that the 2015 growth was due to Apple restructuring its controversial [[double Irish]] subsidiaries (Apple Sales International), which Apple converted into a new Irish [[corporation tax in the Republic of Ireland#Multinational tax schemes|capital allowances for intangible assets]] tax scheme (expires in January 2020). The affair required the [[Central Bank of Ireland]] to create a new measure of Irish economic growth, [[modified gross national income|Modified GNI*]] to replace Irish GDP, given the distortion of Apple's tax schemes. Irish GDP is 143% of Irish Modified GNI*. On August 30, 2016, after [[EU illegal State aid case against Apple in Ireland|a two-year investigation]], the EU Competition Commissioner concluded Apple received "illegal State aid" from Ireland. The EU ordered Apple to pay 13 billion euros ($14.5 billion), plus interest, in unpaid Irish taxes for 2004–2014.<ref name="Apple 13 billion euros">Kanter, James and Scott, Mark (August 30, 2016) [https://www.nytimes.com/2016/08/31/technology/apple-tax-eu-ireland.html Apple Must Pay Billions for Tax Breaks in Ireland, E.U. Orders] ''[[The New York Times]]''.</ref> It is the largest tax fine in history.<ref>{{Cite web|url=http://time.com/4472500/apple-eu-irish-tax-bill/|title=Apple vs. the E.U. Is the Biggest Tax Battle in History|last=Foroohar|first=Rana|date=August 30, 2016|website=[[TIME.com]] |access-date=November 14, 2016}}</ref> The Commission found that Apple had benefited from a private Irish [[Revenue Commissioners]] tax ruling regarding its double Irish tax structure, Apple Sales International (ASI).<ref name="cliff">{{Cite news |url= https://www.irishtimes.com/business/economy/apple-s-irish-company-structure-key-to-eu-tax-finding-1.2775684|title=Apple's Irish company structure key to EU tax finding|last=Taylor|first=Cliff|date=September 2, 2016|newspaper=[[The Irish Times]]|language=en-US|access-date= November 14, 2016|via=}}</ref> Instead of using two companies for its double Irish structure, Apple was given a ruling to split ASI into two internal "branches".<ref>{{Cite press release |url=http://europa.eu/rapid/press-release_STATEMENT-16-2926_en.htm |title=Statement by Commissioner Vestager on state aid decision that Ireland's tax benefits for Apple were illegal |publisher=[[European Commission]] |date= August 30, 2016 |access-date=September 2, 2016}}</ref> The Chancellor of [[Austria]], [[Christian Kern]], put this decision into perspective by stating that "every [[Vienna|Viennese]] cafe, every sausage stand pays more tax in Austria than a multinational corporation".<ref>{{Cite news | title=Amazon 'pays less tax than sausage stall' | work=[[BBC News]] | date=September 2, 2016 | url= https://www.bbc.com/news/business-37259278 | access-date=September 3, 2016}}</ref> {{As of|2018|April|24|df=US}}, Apple agreed to start paying €13 billion in back taxes to the Irish government, the repayments will be held in an escrow account while Apple and the Irish government continue their appeals in EU courts.<ref>{{Cite web |url= https://www.ft.com/content/9ee3943e-47d3-11e8-8ae9-4b5ddcca99b3 |title= Apple to start paying €13bn to Ireland over back tax claim |last= Beesley |first= Arthur |date= April 24, 2018 |website=[[Financial Times]] |language= en-GB |access-date= May 5, 2018}}</ref> On July 15, 2020, the EU General Court annuls the European Commission’s decision in Apple State aid case: Apple will not have to repay €13 billion to Ireland.<ref>{{Cite news | language=fr | url=https://www.lemonde.fr/economie/article/2020/07/15/la-justice-europeenne-annule-la-decision-sommant-apple-de-rembourser-13-milliards-d-euros-a-l-irlande_6046257_3234.html| title=Apple ne devra pas rembourser 13 milliards d’euros à l’Irlande, a conclu la justice européenne| date=July 15, 2020| newspaper=Le Monde}}</ref> === Board of directors === {{Category see also|Directors of Apple Inc.}} {{As of|2019|October|26|df=US}} the following individuals sit on the [[board of directors|board]] of Apple Inc.<ref name="aaplLeadership">{{Cite web |url= https://www.apple.com/leadership/ |title= Apple Leadership |publisher= Apple Inc. |access-date= March 29, 2019 |df= mdy-all}}</ref><!-- Chairman, CEO, then alphabetically by last name --> * [[Arthur D. Levinson]] (chairman) * [[Tim Cook]] (executive director and CEO) * [[James A. Bell]] (non-executive director) * [[Al Gore]] (non-executive director) * [[Andrea Jung]] (non-executive director) * [[Ronald Sugar]] (non-executive director) * [[Susan Wagner]] (non-executive director) === Executive management === {{Category see also|Apple Inc. executives}} {{As of|2020|August|1|df=US}} the management of Apple Inc. includes:<ref name="aaplLeadership" /><!-- By title then alphabetically by last name --> * [[Tim Cook]] ([[chief executive officer]]) * [[Jeff Williams (Apple)|Jeff Williams]] ([[chief operating officer]]) * [[Luca Maestri]] (senior vice president and [[chief financial officer]]) * [[Katherine L. Adams]] (senior vice president and general counsel) * [[Eddy Cue]] (senior vice president – Internet Software and Services) * [[Craig Federighi]] (senior vice president – Software Engineering) * [[John Giannandrea]] (senior vice president – Machine Learning and AI Strategy) * [[Deirdre O'Brien]] (senior vice president – [[Apple Store|Retail]] + People) * [[Dan Riccio]] (senior vice president – Hardware Engineering) * [[Phil Schiller]] (senior vice president – Worldwide Marketing) * [[Johny Srouji]] (senior vice president – Hardware Technologies) * Sabih Khan (senior vice president – Operations) * [[Lisa P. Jackson]] (vice president – Environment, Policy, and Social Initiatives) * [[Isabel Ge Mahe]] (vice president and managing director – Greater China) * Tor Myhren (vice president – Marketing Communications) * Adrian Perica (vice president – Corporate Development) === List of chief executive's === # [[Michael Scott (Apple)|Michael Scott]] (1977–1981) # [[Mike Markkula]] (1981–1983) # [[John Sculley]] (1983–1993) # [[Michael Spindler]] (1993–1996) # [[Gil Amelio]] (1996–1997) # [[Steve Jobs]] (1997–2011) # [[Tim Cook]] (2011– present) === Litigation === {{Main|Apple Inc. litigation}} Apple has been a participant in various legal proceedings and claims since it began operation.<ref>{{Cite web |title=Federal Court Cases Involving Apple, Inc |url=https://www.docketalarm.com/cases/AllNaturesOfSuit/Apple%2C%20Inc./ |publisher=Docket Alarm, Inc. |access-date=May 10, 2014}}</ref> In particular, Apple is known for and promotes itself as actively and aggressively enforcing its intellectual property interests. Some litigation examples include ''[[Apple v. Samsung]]'', ''[[Apple v. Microsoft]]'', ''[[Motorola Mobility v. Apple Inc.]]'', and ''[[Apple Corps v. Apple Computer]]''. Apple has also had to defend itself against charges on numerous occasions of violating intellectual property rights. Most have been dismissed in the courts as [[Shell corporation|shell companies]] known as [[patent troll]]s, with no evidence of actual use of [[patent]]s in question.<ref>{{Cite web |first=Joe |last=Mullin |title=Patent troll VirnetX wants jury to give it a half-billion dollars of Apple's cash |url=https://arstechnica.com/tech-policy/2016/01/virnetx-kicks-off-final-massive-patent-trolling-attempt-vs-apple/ |website=[[Ars Technica]] |date=January 26, 2016 |access-date=March 23, 2017}}</ref> On December 21, 2016, Nokia announced that in the U.S. and Germany, it has filed a suit against Apple, claiming that the latter's products infringe on Nokia's patents.<ref>{{Cite web |first=Jordan |last=Novet |title=Nokia sues Apple for patent infringement in the U.S. and Germany |url= https://venturebeat.com/2016/12/21/nokia-sues-apple-for-patent-infringement-in-the-u-s-and-germany/ |website=[[VentureBeat]] |date=December 21, 2016 |access-date=March 23, 2017}}</ref><ref>{{Cite news |first=Jon |last=Swartz |title=Nokia sues Apple for patent infringement |url= https://www.usatoday.com/story/tech/2016/12/21/nokia-sues-apple-patent-infringement/95709378/ |work=[[USA Today]] |date=December 21, 2016 |access-date=March 23, 2017}}</ref> Most recently, in November 2017, the [[United States International Trade Commission]] announced an investigation into allegations of patent infringement in regards to Apple's remote desktop technology; Aqua Connect, a company that builds remote desktop software, has claimed that Apple infringed on two of its patents.<ref>{{Cite web |url= https://www.theregister.co.uk/2017/11/15/trade_cops_probe_apples_embrace_nextend/ |title=US trade cops agree to investigate Apple's 'embrace and extend |work=[[The Register]] |last=Orlowski|first=Andrew|date=November 15, 2017 |access-date=November 16, 2017}}</ref> === Privacy stance === Apple has a notable pro-privacy stance, actively making privacy-conscious features and settings part of its conferences, promotional campaigns, and public image.<ref>{{Cite web |first=James |last=Vincent |title=Apple promises to deliver AI smarts without sacrificing your privacy |url=https://www.theverge.com/2016/6/13/11924080/apple-ai-on-device-privacy-wwdc-2016 |website=[[The Verge]] |publisher=[[Vox Media]] |date=June 13, 2016 |access-date=December 9, 2017}}</ref><ref>{{Cite web |first=Yoni |last=Heisler |title=Apple is expertly trolling Android users with its new iPhone ads |url=http://bgr.com/2017/05/22/iphone-vs-android-switchers-ad-campaign/ |website=[[Boy Genius Report|BGR]] |date=May 22, 2017 |access-date=December 9, 2017}}</ref><ref>{{Cite web |first=Andy |last=Greenberg |title=Apple's latest selling point: how little it knows about you |url=https://www.wired.com/2015/06/apples-latest-selling-point-little-knows/ |website=[[Wired (website)|Wired]] |date=June 8, 2015 |access-date=December 9, 2017}}</ref> With its [[iOS 8]] mobile operating system in 2014, the company started encryption all contents of iOS devices through users' passcodes, making it impossible at the time for the company to provide customer data to law enforcement requests seeking such information.<ref>{{Cite web |first=Cyrus |last=Farivar |title=Apple expands data encryption under iOS 8, making handover to cops moot |url=https://arstechnica.com/gadgets/2014/09/apple-expands-data-encryption-under-ios-8-making-handover-to-cops-moot/ |website=[[Ars Technica]] |date=September 18, 2014 |access-date=December 9, 2017}}</ref> With the popularity rise of cloud storage solutions, Apple began a technique in 2016 to do [[deep learning]] scans for facial data in photos on the user's local device and encrypting the content before uploading it to Apple's [[iCloud]] storage system.<ref>{{Cite web |first=Zac |last=Hall |title=Apple details how it performs on-device facial detection in latest machine learning journal entry |url=https://9to5mac.com/2017/11/16/apple-machine-learning-journal-facial-detection/ |website=[[9to5Mac]] |date=November 16, 2017 |access-date=December 9, 2017}}</ref> It also introduced "differential privacy", a way to collect crowdsourced data from many users, while keeping individual users anonymous, in a system that ''[[Wired (website)|Wired]]'' described as "trying to learn as much as possible about a group while learning as little as possible about any individual in it".<ref>{{Cite web |first=Andy |last=Greenberg |title=Apple's 'differential privacy' is about collecting your data – but not ''your'' data |url=https://www.wired.com/2016/06/apples-differential-privacy-collecting-data/ |website=[[Wired (website)|Wired]] |date=June 13, 2016 |access-date=December 9, 2017}}</ref> Users are explicitly asked if they want to participate, and can actively opt-in or opt-out.<ref>{{Cite web |first=Joe |last=Rossignol |title=Here's How Apple Improves the iOS and Mac User Experience While Protecting Your Privacy |url=https://www.macrumors.com/2017/12/06/apple-differential-privacy-journal/ |website=[[MacRumors]] |date=December 6, 2017 |access-date=December 9, 2017}}</ref> However, Apple aids law enforcement in criminal investigations by providing iCloud backups of users' devices,<ref>{{cite news |last1=Menn |first1=Joseph |title=Exclusive: Apple dropped plan for encrypting backups after FBI complained - sources |url=https://www.reuters.com/article/us-apple-fbi-icloud-exclusive-idUSKBN1ZK1CT |accessdate=April 15, 2020 |work=Reuters |date=January 21, 2020 |ref=iCloudBackupsArePlainText |language=en}}</ref><ref>{{Cite web |first=Jose |last=Pagliery |title=Apple promises privacy – but not on iCloud |url=https://money.cnn.com/2016/02/22/technology/apple-privacy-icloud/index.html |website=[[CNN]] |date=February 22, 2016 |access-date=December 13, 2017}}</ref><ref>{{Cite web |first=Andrew |last=Cunningham |title=The case for using iTunes, not iCloud, to back up your iPhone |url=https://arstechnica.com/gadgets/2016/02/the-case-for-using-itunes-not-icloud-to-back-up-your-iphone/ |website=[[Ars Technica]] |date=February 24, 2016 |access-date=December 13, 2017}}</ref> and the company's commitment to privacy has been questioned by its efforts to promote [[Biometrics|biometric authentication]] technology in its newer [[iPhone]] models, which don't have the same level of [[United States Constitution|constitutional privacy]] as a passcode in the United States.<ref>{{Cite web |first=Adi |last=Robertson |title=Why Face ID won't give you the legal protection of a passcode |url=https://www.theverge.com/2017/9/12/16298192/apple-iphone-face-id-legal-security-fifth-amendment |website=[[The Verge]] |publisher=[[Vox Media]] |date=September 12, 2017 |access-date=December 13, 2017}}</ref> === Charitable causes === Apple is a partner of [[Product Red|(PRODUCT)RED]], a fundraising campaign for [[HIV/AIDS|AIDS]] charity. In November 2014, Apple arranged for all [[App Store (iOS)|App Store]] revenue in a two-week period to go to the fundraiser,<ref>{{Cite web |first=Dante |last=D'Orazio |title=Apple partners with app developers for major Product RED fundraising effort |url=https://www.theverge.com/2014/11/23/7272673/app-developers-partner-with-apple-for-major-red-charity-fundraising |website=[[The Verge]] |date=November 23, 2014 |access-date=April 18, 2017}}</ref> generating more than US$20 million,<ref>{{Cite web |first=Dawn |last=Chmielewski |title=Apple's Holiday Product Red Campaign Raises $20 Million for AIDS Research |url=https://www.recode.net/2014/12/17/11633904/apples-holiday-product-red-campaign-raises-20-million-for-aids |website=[[Recode]] |date=December 17, 2014 |access-date=April 18, 2017}}</ref><ref>{{Cite web |first=Juli |last=Clover |title=Apple's (Product) RED Holiday Campaign Raised $20 Million to Fight AIDS |url= https://www.macrumors.com/2014/12/17/apple-product-red-20-million/ |website=[[MacRumors]] |date=December 17, 2014 |access-date=April 18, 2017}}</ref> and in March 2017, it released an [[iPhone 7]] with a red color finish.<ref>{{Cite web |first=Chance |last=Miller |title=Apple officially announces (RED) iPhone 7 & 7 Plus, updated iPhone SE with double the storage |url=https://9to5mac.com/2017/03/21/apple-officially-announces-red-iphone-7-7-plus-updated-iphone-se-with-double-the-storage/ |website=9to5Mac |date=March 21, 2017 |access-date=April 18, 2017}}</ref><ref>{{Cite web |first=Tom |last=Warren |title=Apple launches red iPhone 7 |url= https://www.theverge.com/2017/3/21/14998164/apple-iphone-7-red-color-option |website=[[The Verge]] |date=March 21, 2017 |access-date=April 18, 2017}}</ref> Apple contributes financially to fundraisers in times of natural disasters. In November 2012, it donated $2.5 million to the [[American Red Cross]] to aid relief efforts after [[Hurricane Sandy]],<ref>{{Cite web |last=Weintraub |first=Seth |title=Apple donates $2.5M to Hurricane Sandy relief |url=http://9to5mac.com/2012/11/09/apple-donates-2-5-million-to-hurricane-sandy-relief/ |website=[[9to5Mac]] |date=November 9, 2011 |access-date=November 18, 2012}}</ref> and in 2017 it donated $5 million to relief efforts for both [[Hurricane Irma]] and [[Hurricane Harvey]],<ref>{{Cite web |title=Apple donates $5M to Hand in Hand Hurricane Irma/Harvey relief, sets up iTunes donations |url=https://9to5mac.com/2017/09/08/apple-hand-in-hand/ |website=[[9to5Mac]] |date=September 8, 2017 |access-date=December 13, 2017}}</ref> as well as for the [[2017 Central Mexico earthquake]].<ref>{{Cite web |first=Chance |last=Miller |title=Tim Cook says Apple is donating $1 million to earthquake recovery efforts in Mexico |url=https://9to5mac.com/2017/09/21/tim-cook-mexico-earthquake/ |website=[[9to5Mac]] |date=September 21, 2017 |access-date=December 13, 2017}}</ref> The company has also used its [[iTunes]] platform to encourage donations, including, but not limited to, help the American Red Cross in the aftermath of the [[2010 Haiti earthquake]],<ref>{{Cite web |first=Seth |last=Weintraub |title=Apple sets up Haiti donation page in iTunes |url=https://9to5mac.com/2010/01/14/apple-sets-up-haiti-donation-page-in-itunes/ |website=[[9to5Mac]] |date=January 14, 2010 |access-date=December 13, 2017}}</ref> followed by similar procedure in the aftermath of the [[2011 Tōhoku earthquake and tsunami|2011 Japan earthquake]],<ref>{{Cite web |first=Mark |last=Gurman |title=Apple now taking Red Cross donations through iTunes for Japan relief fund |url=https://9to5mac.com/2011/03/12/apple-now-taking-red-cross-donations-through-itunes-for-japan-relief-fund/ |website=[[9to5Mac]] |date=March 12, 2011 |access-date=December 13, 2017}}</ref> [[Typhoon Haiyan]] in the [[Philippines]] in November 2013,<ref>{{Cite web |first=Ben |last=Lovejoy |title=Apple invites donations to American Red Cross to support Philippine typhoon relief |url=https://9to5mac.com/2013/11/12/apple-invites-donations-to-american-red-cross-to-support-philippine-typhoon-relief/ |website=[[9to5Mac]] |date=November 12, 2013 |access-date=December 13, 2017}}</ref> and [[European migrant crisis]] in September 2015.<ref>{{Cite web |first=Ben |last=Lovejoy |title=Apple invites Red Cross donations through iTunes to help the Mediterranean refugee crisis [Updated] |url=https://9to5mac.com/2015/09/18/itunes-refugee-appeal-red-cross/ |website=[[9to5Mac]] |date=September 18, 2015 |access-date=December 13, 2017}}</ref> Apple emphasizes that it does not incur any processing or other fees for iTunes donations, sending 100% of the payments directly to relief efforts, though it also acknowledges that the Red Cross does not receive any personal information on the users donating and that the payments may not be tax deductible.<ref>{{Cite web |first=Chance |last=Miller |title=Apple now accepting donations via iTunes for Hurricane Harvey relief efforts |url=https://9to5mac.com/2017/08/27/apple-hurricane-harvey-itunes-relief/ |website=[[9to5Mac]] |date=August 27, 2017 |access-date=December 13, 2017}}</ref> On April 14, 2016, Apple and the [[World Wide Fund for Nature]] (WWF) announced that they have engaged in a partnership to, "help protect life on our planet." Apple released a special page in the [[App Store (iOS)|iTunes App Store]], Apps for Earth. In the arrangement, Apple has committed that through April 24, WWF will receive 100% of the proceeds from the applications participating in the App Store via both the purchases of any paid apps and the In-App Purchases. Apple and WWF's Apps for Earth campaign raised more than $8 million in total proceeds to support WWF's conservation work. WWF announced the results at WWDC 2016 in San Francisco.<ref>{{Cite web |url= https://www.worldwildlife.org/pages/help-the-planet-one-app-at-a-time |title=Help the planet. One app at a time |publisher=[[World Wildlife Fund]] |access-date=April 14, 2016}}</ref><ref>{{Cite web |url=https://www.apple.com/environment/ |title=Environment |publisher=Apple Inc. |access-date=April 14, 2016}}</ref><ref>{{Cite press release |url=https://www.apple.com/newsroom/2016/06/global-apps-for-earth-campaign-with-wwf-raises-more-than--8m.html |title=Global Apps for Earth campaign with WWF raises more than $8M |publisher=Apple Inc. |access-date=June 18, 2016}}</ref> During the [[COVID-19 pandemic]], Apple's CEO Cook announced that the company will be donating "millions" of masks to health workers in the United States and Europe.<ref>{{cite web|url=https://www.businessinsider.com/tech-billionaires-promise-to-donate-18-million-masks-2020-3#apple-minimum-2-million-masks-1|title=Tech billionaires including Tim Cook, Elon Musk, and Mark Zuckerberg promised 18 million masks to fight COVID-19|publisher=Business Insider|accessdate=March 23, 2020}}</ref> == Criticism and controversies == {{Main|Criticism of Apple Inc.}} {{Summarize|from|Criticism of Apple Inc.|better=y|section=y|date=November 2017}} [[File:Prism-slide-8.jpg|thumb|[[PRISM (surveillance program)|PRISM]]: a [[clandestine operation|clandestine]] [[global surveillance|surveillance]] program under which the [[National Security Agency|NSA]] collects user data from companies like Facebook and Apple.<ref>{{Cite news |last1=Tsotsis |first1=Alexia |title=Why Was Apple Late To The PRISM Party? |url=https://techcrunch.com/2013/06/17/apple-nsa/?guccounter=1&guce_referrer_us=aHR0cHM6Ly93d3cuZ29vZ2xlLmN6Lw&guce_referrer_cs=U5TxrCVG_vXnTBe_Cuw88A |work=TechCrunch |date=June 18, 2013}}</ref>]] Apple has been criticized for alleged [[Business ethics|unethical business practices]] such as [[Anti-competitive practices|anti-competitive behavior]], rash litigation,<ref>{{Citation|last=Orlowski|first=Andrew|title=Apple sues itself in the foot (again)|date=May 4, 2006 |url= https://www.theregister.co.uk/2006/05/04/apple_sa_deep_links/|work=[[The Register]]}}</ref> dubious tax tactics, production methods involving the use of [[sweatshop]] labor,<ref name="sweatshop2">{{Citation|last=Musgrove|first=Mike|title=Sweatshop Conditions at IPod Factory Reported|date=June 16, 2006 |url=https://www.washingtonpost.com/wp-dyn/content/article/2006/06/15/AR2006061501898.html|work=[[The Washington Post]]}}</ref><ref name="sweatshop3">{{Citation|last=Kahney|first=Leander|title=Judging Apple Sweatshop Charge|date=June 13, 2006 |url=https://www.wired.com/gadgets/mac/commentary/cultofmac/2006/06/71138|work=[[Wired (magazine)|Wired]]}}</ref> customer service issues involving allegedly misleading warranties and insufficient [[data security]], and its products' environmental footprint. Critics have claimed that Apple products combine stolen and/or purchased designs that Apple claims are its original creations.<ref>{{Citation |first=Christoph |last=Dernbach |title=Steve Jobs: Good artists copy great artists steal |publisher=[[YouTube]] |date=June 12, 2008 |url=https://www.youtube.com/watch?v=CW0DUg63lqU |access-date=December 11, 2016}}</ref><ref>{{Cite web |url=http://aaplinvestors.net/stats/acquisitions/ |title=Mergers & Acquisitions |website=aaplinvestors.net |access-date=December 11, 2016}}</ref> It has been criticized for its alleged collaboration with the U.S. surveillance program [[PRISM (surveillance program)|PRISM]].<ref>{{Citation |last=Orlowski |first=Andrew |url=https://www.theregister.co.uk/2005/09/13/apple_thinksecret/ |title=Apple shot first, asked question later, say sued sites |work=[[The Register]] |date=September 13, 2005}}</ref><ref>Flores, Marc, [http://www.mobilecrunch.com/2010/02/20/over-5000-apps-stricken-from-the-apple-app-store-new-rules-in-place/ Over 5000 apps stricken from the Apple app store, new rules in place], [[MobileCrunch]], February 20, 2010.</ref> Apple's issues regarding music over the years include those with the [[European Union]] regarding iTunes,<ref>{{Cite web|url=https://www.pcworld.com/article/130384/article.html |title=European Borders Fracture iTunes|date=April 4, 2007 |website=[[PCWorld]] |language=en|access-date=December 21, 2018}}</ref> trouble over updating the Spotify app on Apple devices<ref>{{Cite web |url= https://www.recode.net/2016/6/30/12067578/spotify-apple-app-store-rejection|title=Spotify says Apple won't approve a new version of its app because it doesn't want competition for Apple Music|last=Kafka|first=Peter|date=June 30, 2016|website=[[Recode]]|access-date=December 21, 2018}}</ref> and collusion with record labels.<ref>{{Cite web |url=https://appleinsider.com/articles/15/06/09/apple-record-labels-under-scrutiny-for-collusion-in-new-york-and-connecticut |title=Apple, record labels under scrutiny for collusion in New York and Connecticut |last=Campbell |first=Mikey |date=June 9, 2015 |website=[[AppleInsider]] |language=en |access-date=December 21, 2018}}</ref> Apple has faced scrutiny for its tax practices, including using a [[Double Irish arrangement|Double Irish Arrangement]] to reduce the amount of taxes it pays.<ref>{{Cite news|url=https://www.nytimes.com/2012/04/29/business/apples-tax-strategy-aims-at-low-tax-states-and-nations.html|title=Apple's Tax Strategy Aims at Low-Tax States and Nations|last=Duhigg|first=Charles|date=April 28, 2012|work=[[The New York Times]]|access-date=December 28, 2018|last2=Kocieniewski|first2=David|language=en-US|issn=0362-4331}}</ref> A 2013 US Senate report claimed that Apple had not paid corporate taxes for five years due to its deals with the Irish government.<ref>{{Cite web |url=https://www.cnbc.com/id/100751799 |title=Senate Probe Finds Apple Used Unusual Tax Structure to Avoid Taxes |date=May 20, 2013 |publisher=[[CNBC]] |access-date=December 28, 2018}}</ref> In 2016, the European Union ordered Apple to pay a fine for its actions.<ref>{{Cite web |url=http://time.com/4472500/apple-eu-irish-tax-bill/ |title=Apple vs. the E.U. Is the Biggest Tax Battle in History |work=[[Time (magazine)|Time]] |language=en |access-date=December 28, 2018}}</ref> In 2018–19, Apple [[Nvidia#Apple/NVIDIA web driver controversy|faced criticism]] for its failure to approve [[NVIDIA]] [[Device driver|web drivers]] for [[Graphics processing unit|GPU]] installed on legacy [[Mac Pro]] machines up to [[Mac Pro#1st generation|mid 2012 5,1]] running [[macOS Mojave]] 10.14. Without Apple approved NVIDIA web drivers, Apple users are faced with replacing their NVIDIA cards with a competing supported brand, such as [[AMD Radeon]] from the list recommended by Apple. In June 2019, Apple issued a recall for its 2015 MacBook Pro Retina 15" affecting 432,000 units after reports of batteries catching fire. The recall was criticized as waiting times for replacements were up to 3 weeks and the company did not provide alternative replacements or repair options.<ref>{{cite web |title=Apple recalls older 15-inch MacBook Pros because the batteries could catch fire |url=https://www.theverge.com/2019/6/20/18693136/apple-recall-2015-15-inch-macbook-pro-battery-overheat-fire-risk-safety |website=The Verge |date=June 20, 2019}}</ref><ref>{{cite news |title=Apple recalls some 2015–2017 15-inch MacBook Pros over battery flaw |url=https://venturebeat.com/2019/06/20/apple-recalls-some-2015-2017-15-inch-macbook-pros-over-battery-flaw/ |work=VentureBeat |date=June 20, 2019}}</ref><ref>{{Cite news |title=MacBook Pro Catches Fire While Allegedly Under 'Normal Use' |url=https://www.laptopmag.com/articles/apple-macbook-pro-fire-explosion |publisher=Laptop Mag |date=June 3, 2019}}</ref> Ireland's Data Protection Commission in Ireland also launched a privacy investigation to examine whether Apple complied with the EU's [[GDPR]] law following an investigation into how the company processes personal data with targeted ads on its platform.<ref>{{Cite news |title=Irish Regulator Opens Third Privacy Probe Into Apple |url=https://gadgets.ndtv.com/apps/news/apple-ireland-data-protection-commissioner-privacy-investigation-2063517 |publisher=Gadgets360 |date=July 3, 2019}}</ref><ref>{{Cite news |title=Data Protection Commission opens privacy investigation into Apple |url=https://www.rte.ie/news/ireland/2019/0702/1059764-apple-privacy/ |publisher=RTE |date=July 2, 2019}}</ref> In July 2019, following a campaign by the "[[Electronics right to repair|right to repair]]" movement, challenging Apple's tech repair restrictions on devices, the [[Federal Trade Commission|FTC]] held a workshop to establish the framework of a future nationwide Right to Repair rule. The movement argues Apple is preventing consumers from legitimately fixing their devices at local repair shops which is having a negative impact on consumers.<ref>{{cite magazine |title=The Government Wants to Tackle Big Tech's Repair Monopolies and Planned Obsolescence |url=https://www.vice.com/en_us/article/ywy8nx/the-government-wants-to-tackle-big-techs-repair-monopolies-and-planned-obsolescence |magazine=Vice |date=July 17, 2019}}</ref><ref>{{Cite news |title=Can't Fix Your Smartphone? The Right-To-Repair Movement Wants To Change That |url=https://www.wbur.org/onpoint/2019/07/03/smartphone-machines-appliances-right-to-repair |publisher=On Point |date=July 3, 2019}}</ref><ref>{{Cite web |title=Nixing the Fix: A Workshop on Repair Restrictions |url=https://www.ftc.gov/news-events/events-calendar/nixing-fix-workshop-repair-restrictions |publisher=Federal Trade Commission |access-date=July 24, 2019}}</ref> The [[United States Department of Justice]] also began a review of big tech firms to establish whether they could be unlawfully stifling competition in a broad [[antitrust]] probe in 2019.<ref>{{Cite news |title=Justice Department to Open Broad, New Antitrust Review of Big Tech Companies |url=https://www.wsj.com/articles/justice-department-to-open-broad-new-antitrust-review-of-big-tech-companies-11563914235?mod=hp_lead_pos1&mod=article_inline |date=July 23, 2019}}</ref><ref>{{Cite news |title=Justice Department Opens Sweeping Antitrust Review of Big Tech |url=https://www.forbes.com/sites/rachelsandler/2019/07/23/justice-department-opens-sweeping-antitrust-review-of-big-tech/#1f1d57ab4db5 |access-date=July 24, 2019 |work=Forbes}}</ref> In December 2019, a report found that the iPhone 11 Pro continues tracking location and collecting user data even after users have disabled location services. In response, an Apple engineer said the Location Services icon "appears for system services that do not have a switch in settings."<ref>{{Cite web|url=https://gizmodo.com/apple-seems-to-be-tracking-iphone-11-when-location-serv-1840204086|title=Apple Seems to Be Tracking iPhone 11 When Location Services Are Disabled, Report Finds|website=Gizmodo|language=en-us|access-date=December 5, 2019}}</ref> In January 2020, US President [[Donald Trump]] slammed Apple for refusing to unlock two [[iPhone]]s of a Saudi national, Mohammed Saeed Alshamrani, who shot and killed three American sailors and injured eight others in the [[Naval Air Station Pensacola]]. The [[Naval Air Station Pensacola shooting|shooting]] was declared an "act of terrorism" by the FBI, but Apple denied to crack the phones citing its data privacy policy.<ref>{{cite web|url=https://raventribune.com/pensacola-shooting-technical-feud-between-fbi-and-apple-repeats-history/|title=Pensacola Shooting: Technical Feud Between FBI and Apple Repeats History|accessdate=January 16, 2020|date=January 16, 2020|work=Raven Tribune|archive-url=https://web.archive.org/web/20200130135754/https://raventribune.com/pensacola-shooting-technical-feud-between-fbi-and-apple-repeats-history/|archive-date=January 30, 2020|url-status=dead}}</ref> On March 16, 2020, France fined Apple €1.1bn for colluding with two wholesalers to stifle competition and keep prices high by handicapping independent resellers. The arrangement created aligned prices for Apple products such as iPads and personal computers for about half the French retail market. According to the French regulators, the abuses occurred between 2005 and 2017, but were first discovered after a complaint by an independent reseller, eBizcuss, in 2012.<ref>{{cite web|url=https://www.ft.com/content/e9bb4da1-867a-40ba-abc0-4a63d3421e31|title= France hits Apple with €1.1bn antitrust fine|work=[[Financial Times]]|date=March 16, 2020|accessdate=March 16, 2020}}</ref> On August 13, 2020, [[Epic Games]], the maker of the popular game [[Fortnite]], sued Apple and Google after its hugely popular video game was removed from Apple and Google’s App Store. The suits come after both Apple and [[Google]] blocked the game after it introduced a direct payment system, effectively shutting out the tech titans from collecting fees.<ref>{{cite_web|url=https://www.nytimes.com/2020/08/13/technology/apple-fortnite-ban.html |title= Fortnite Creator Sues Apple and Google After Ban From App Stores |accessdate=August 13, 2020 |website= The New York Times}}</ref> Apple Inc., shareholders increased pressure on the company to publicly commit “to respect freedom of expression as a human right”, upon which Apple committed to freedom of expression and information in its human rights policy document. It said that the policy is based on the guidelines of the [[United Nations]] on business and human rights, in early September 2020.<ref>{{cite_web|url=https://www.reuters.com/article/us-apple-human-rights/apple-commits-to-freedom-of-information-and-expression-in-human-rights-policy-idUSKBN25V0XY|title=Apple commits to freedom of information and expression in human rights policy|accessdate=4 September 2020|website=Reuters}}</ref> == See also == {{Wikipedia books}} * [[List of Apple Inc. media events]] * [[Pixar]] == References == {{Reflist|30em}} === Bibliography === {{Refbegin}} * {{Cite book |title=So Far: The First Ten Years of a Vision |publisher=Apple Computer |year=1987 |isbn=978-1-55693-974-7 |first= Rob |last= Price}} * {{Cite web |url=http://www.microprocessor.sscc.ru/comphist/ |title=Chronology of Events in the History of Microcomputers |first=Ken |last= Polsson |access-date=August 18, 2008 |archiveurl=https://web.archive.org/web/20080602225734/http://www.microprocessor.sscc.ru/comphist/ |archivedate=June 2, 2008}} * {{Cite web |url=http://apple2history.org/appendix/ahb/ahb2/ |title=Apple II history |access-date=August 18, 2008}} * {{Cite web |url=http://www.oazoo.com |title=Apple III history |access-date=August 5, 2006}} * {{Cite web |url=http://www.macrumors.com/2012/10/31/apples-2012-annual-report-more-employees-more-office-space-more-sales |title=Apple's 2012 Annual Report: More Employees, More Office Space, More Sales}} {{Refend}} == Further reading == {{Refbegin}} * {{Cite book|authorlink=Gil Amelio|first=Gil|last=Amelio|first2=William L.|last2=Simon|year=1999|title=On the Firing Line: My 500 Days at Apple|isbn=978-0-88730-919-9|oclc=41424094|url=https://archive.org/details/onfiringlinemy5000gila}} * {{Cite book|first=Jim|last=Carlton|title=Apple: The Inside Story of Intrigue, Egomania and Business Blunders|isbn=978-0-88730-965-6 |date= October 21, 1998|oclc=1068545200}} * {{Cite book|first=Alan|last=Deutschman|year=2000|title=The Second Coming of Steve Jobs|publisher=[[Broadway Books|Broadway]]|isbn=978-0-7679-0432-2|oclc=59470055|url=https://archive.org/details/secondcomingofst00deut}} * {{Cite book|authorlink=Andy Hertzfeld|first=Andy|last=Hertzfeld|year=2004|titlelink=Revolution in the Valley|title=Revolution in the Valley: The Insanely Great Story of How the Mac Was Made|publisher=[[O'Reilly Books]]|isbn=978-0-596-00719-5|oclc=774133318}} * {{Cite book|first=Paul|last=Kunkel|title=AppleDesign: The Work of the Apple Industrial Design Group|isbn=978-1-888001-25-9|year=1997|oclc=450559301|url-access=registration|url=https://archive.org/details/DTCA3DOC-230_industrial_design}} * {{Cite book|title=Inside Apple: How America's Most Admired—and Secretive—Company Really Works|titlelink=Inside Apple |year=2013 |isbn=978-1-4555-1216-4 |first=Adam|last=Lashinsky|oclc=984131988}} * {{Cite book| first=Steven | last=Levy | author-link=Steven Levy | date=2000 | orig-year=1994 | publisher=[[Penguin Books]] | location=[[New York City]] | title=Insanely Great: The Life and Times of Macintosh, the Computer That Changed Everything | isbn=978-0-14-029177-3 | oclc=474924791}} * {{Cite book|ref={{SfnRef|Linzmayer|2004}}|first=Owen|last=Linzmayer|year=2004|title=Apple Confidential 2.0|publisher=[[No Starch Press]]|isbn=978-1-59327-010-0 |oclc= 921280642}} * {{Cite book|first=Frank|last=Rose|year=1990|title=West of Eden: The End of Innocence at Apple Computer|publisher=[[Penguin Books]]|isbn=978-0-14-009372-8|oclc=924684399|url=https://archive.org/details/westofedenendofi00rose}} * {{Cite book | first1=John | last1=Sculley | first2=John A. | author-link1=John Sculley | last2=Byrne | title=Odyssey: Pepsi to Apple ... A journey of adventure, ideas and the future | publisher=Diane Pub Co | isbn=978-0-7881-6949-6 | oclc=947796756 | date=1990 | orig-year=October 1, 1987}} * {{Cite book |authorlink= Steve Wozniak |first= Steve |last= Wozniak |first2= Gina |last2= Smith |author2link= Gina Smith (author) |year= 2006 |title=iWoz: From Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It |publisher=[[W. W. Norton & Company]] |isbn= 978-0-393-06143-7 |oclc= 502898652 |title-link= iWoz: From Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It}} * {{Cite book|first=Jeffrey S.|last=Young|year=1988|title=Steve Jobs, The Journey is the Reward|publisher=Lynx Books|isbn=978-1-55802-378-9 |oclc=502695173}} * {{Cite book|first=Jeffrey S.|last=Young|first2=William L.|last2=Simon|year=2005|title=iCon Steve Jobs: The Greatest Second Act in the History of Business|publisher=[[John Wiley & Sons]]|isbn=978-0-471-72083-6|oclc=487439489|url=https://archive.org/details/iconstevejobsgre00jeff}} * {{Cite book |ref={{SfnRef|O'Grady|2009}}|first=Jason D. |last=O'Grady |year=2009 |title=Apple Inc. |publisher=ABC-CLIO |isbn=978-0-313-36244-6}} {{Refend}} == External links == {{Sister project links|voy=Cupertino}} * {{Official website}} {{Finance links | name = Apple Inc. | symbol = AAPL | sec_cik = AAPL | google = AAPL | yahoo = AAPL }} * {{OpenCorp|Apple}} * {{Osmway|33463538|Apple Inc. headquarters}} {{Apple|state=expanded}} {{Navboxes | title = Apple-related navigation boxes | list = {{Apple celeb}} {{NASDAQ-100}} {{Dow Jones Industrial Average companies}} {{Electronics industry in the United States}} {{Major computer hardware companies}} {{Major financial technology companies}} {{Major imaging companies}} {{Major Internet companies}} {{Major information storage companies}} {{Major mobile device companies}} {{Major semiconductor companies}} {{Major software companies}} {{Major video game companies}} {{Major retail companies}} {{Mobile payments}} {{Payment service providers}} {{Pay-TV USA}} {{Video digital distribution platforms}} }} {{Portal bar|Companies|San Francisco Bay Area|United States}} {{Authority control}} <!-- Please only add categories that apply to this specific article --> [[Category:Apple Inc.| ]] [[Category:1976 establishments in California]] [[Category:1980s initial public offerings]] [[Category:American brands]] [[Category:Companies based in Cupertino, California]] [[Category:Companies in the Dow Jones Industrial Average]] [[Category:Companies in the PRISM network]] [[Category:Companies listed on NASDAQ]] [[Category:Computer companies established in 1976]] [[Category:Computer companies of the United States]] [[Category:Display technology companies]] [[Category:Electronics companies of the United States]] [[Category:Home computer hardware companies]] [[Category:Mobile phone manufacturers]] [[Category:Multinational companies headquartered in the United States]] [[Category:Networking hardware companies]] [[Category:Portable audio player manufacturers]] [[Category:Retail companies of the United States]] [[Category:Software companies based in the San Francisco Bay Area]] [[Category:Software companies established in 1976]] [[Category:Steve Jobs]] [[Category:Technology companies based in the San Francisco Bay Area]] [[Category:Technology companies established in 1976]] [[Category:Technology companies of the United States]] All content in the above text box is licensed under the Creative Commons Attribution-ShareAlike license Version 4 and was originally sourced from https://en.wikipedia.org/w/index.php?diff=prev&oldid=979189205.
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