Coordinates:37.33182N122.

03118W

AppleInc.
FromWikipedia,thefreeencyclopedia

AppleInc.isanAmericanmultinationaltechnology
companyheadquarteredinCupertino,Californiathat AppleInc.
designs,develops,andsellsconsumerelectronics,
computersoftware,andonlineservices.Thecompany's
hardwareproductsincludetheiPhonesmartphone,the
iPadtabletcomputer,theMacpersonalcomputer,the
iPodportablemediaplayer,theApplesmartwatch,and
theAppleTVdigitalmediaplayer.Apple'sconsumer
softwareincludesthemacOSandiOSoperatingsystems,
theiTunesmediaplayer,theSafariwebbrowser,andthe
iLifeandiWorkcreativityandproductivitysuites.Its
onlineservicesincludetheiTunesStore,theiOSApp
StoreandMacAppStore,AppleMusic,andiCloud.

ApplewasfoundedbySteveJobs,SteveWozniak,and
RonaldWayneinApril1976todevelopandsell AppleCampus
personalcomputers.[7]ItwasincorporatedasApple (1InfiniteLoop,Cupertino,California)
Computer,Inc.inJanuary1977,andwasrenamedas Type Public
AppleInc.inJanuary2007toreflectitsshiftedfocus NASDAQ:AAPL(http://www.n
Tradedas
towardconsumerelectronics.Apple(NASDAQ:AAPL asdaq.com/symbol/aapl)
(http://www.nasdaq.com/symbol/aapl))joinedtheDow
NASDAQ100component
JonesIndustrialAverageinMarch2015.[8] DJIAcomponent
S&P100component
Appleistheworld'slargestinformationtechnology S&P500component
companybyrevenue,theworld'slargesttechnology
ISIN US0378331005
companybytotalassets,[9]andtheworld'ssecond
largestmobilephonemanufacturer,byvolume,after Industry Computerhardware
Computersoftware
Samsung.[10]InNovember2014,Applebecamethefirst
Consumerelectronics
U.S.companytobevaluedatoverUS$700billionin
Digitaldistribution
additiontobeingthelargestpubliclytradedcorporation
FablessSiliconDesign
intheworldbymarketcapitalization.[11]Thecompany Corporateventurecapital
employs115,000fulltimeemployeesasofJuly2015[5] April1,1976inCupertino,California,
Founded
andmaintains478retailstoresinseventeencountriesas
UnitedStates
ofMarch2016.[1]ItoperatestheonlineAppleStoreand
Founders SteveJobs
iTunesStore,thelatterofwhichistheworld'slargest
SteveWozniak
musicretailer.Consumersusemorethanonebillion
RonaldWayne
AppleproductsworldwideasofMarch2016.[12]
Headquarters AppleCampus,Cupertino,California,
Apple'sworldwideannualrevenuetotaled$233billion UnitedStates

forthefiscalyearendinginSeptember2015.[3]This Numberof 495Appleretailstoresin18countries

locations (asofMay2017)[1]
revenueaccountsforapproximately1.25%ofthetotal
GDPoftheUnitedStates.[13]Thecompanyenjoysa Areaserved Worldwide
highlevelofbrandloyaltyand,accordingtoInterbrand's Keypeople ArthurD.Levinson (Chairman) [2]
annualBestGlobalBrandsreport,hasbeentheworld's
TimCook (Chiefexecutiveofficer)
mostvaluablebrandfor4yearsinarow,[14][15][16]witha JonathanIve (Chiefdesignofficer)
valuationin2016of$178.1billion.[17]Thecorporation LucaMaestri (Chieffinancial
receivessignificantcriticismregardingthelabor officer)
practicesofitscontractorsanditsenvironmentaland JeffWilliams (Chiefoperating
businesspractices,includingtheoriginsofsource officer)
materials.
Products MaciPodiPhoneiPadApple
WatchAppleTVmacOSiOS
watchOStvOSiLifeiWork
Contents Services ApplePayAppleStoreOnline
AppleStoreiTunesStoreiOSApp
1 History StoreMacAppStoreiBooksStore
1.1 197684:Foundingandincorporation iCloudAppleMusic
1.2 198491:SuccesswithMacintosh
Revenue US$215.639billion(2016)[3]
1.3 199197:Declineandrestructuring
1.4 19972007:Returntoprofitability Operating US$60.024billion(2016)[3]
1.5 200711:Successwithmobile income
devices Netincome US$45.687billion(2016)[3]
1.6 2011present:PostSteveJobsera
TimCookleadership Totalassets US$321.686billion(2016)[3]
2 Products
Totalequity US$128.249billion(2016)[3]
2.1 Mac
2.2 iPod Owner 7controllingshareholders[4]
2.3 iPhone
2.4 iPad Numberof 115,000(asofJuly2016)[5]
employees
2.5 AppleWatch
2.6 AppleTV Subsidiaries FileMakerInc.AnobitBraeburn
2.7 Software CapitalBeatsElectronicsApple
2.8 Electricvehicles Energy,LLCAppleSales
2.9 AppleEnergy International[6]
3 Corporateidentity
3.1 Logo Website www.apple.com(https://www.apple.co
3.2 Advertising m)
3.3 Brandloyalty
3.4 Homepage
3.5 Headquarters
3.6 Stores
4 Corporateaffairs
4.1 Corporateculture
4.2 Customerservice
4.3 Manufacturing
4.3.1 Laborpractices
4.4 Environmentalpracticesand
initiatives
4.4.1 Energyandresources
4.4.2 Toxins
4.4.3 Greenbonds
4.5 Finance
4.5.1 Taxpractices
4.6 Ownership
4.7 Litigation
4.8 Privacystance
4.9 Charitablecauses
5 Seealso
6 References
7 Furtherreading
8 Externallinks

History
197684:Foundingandincorporation

ApplewasfoundedonApril1,
1976,bySteveJobs,Steve
WozniakandRonald
Wayne[18][19]toselltheAppleI
personalcomputerkits.The
AppleIkitswerecomputers
singlehandedlydesignedand
handbuiltbyWozniak[20][21]
andfirstshowntothepublicat ThebirthplaceofAppleComputer.In
Apple'sfirstproduct,TheAppleI, theHomebrewComputer 1976,SteveJobsfoundedthe
wassoldasanassembledcircuit Club.[22]AppleIwassoldasa companyinthegarageofthishouse
boardandlackedbasicfeaturessuch motherboard(withCPU,RAM, onCristDriveinLosAltos,
asakeyboard,monitor,andcase.The andbasictextualvideochips), California.
ownerofthisunitaddedakeyboard whichwaslessthanwhatisnow
andawoodencase. consideredacompletepersonal
computer.[23]TheAppleIwentonsaleinJuly1976andwasmarket
pricedat$666.66($2,806in2016dollars,adjustedfor
inflation).[24][25][26][27][28][29]

ApplewasincorporatedonJanuary3,1977,[30][31]withoutWayne,who
soldtheshareofthecompanybacktoJobsandWozniakfor$800.[19]
MultimillionaireMikeMarkkulaprovidedessentialbusinessexpertise
andfundingof$250,000duringtheincorporationofApple.[32][33]
Duringthefirstfiveyearsofoperationsrevenuesgrewexponentially,
TheAppleII,introducedin1977, doublingabouteveryfourmonths.BetweenSeptember1977and
wasamajortechnological September1980yearlysalesgrewfrom$775,000to$118m,anaverage
advancementoveritspredecessor.
annualgrowthrateof533%.[34][35]

TheAppleII,alsoinventedbyWozniak,wasintroduceditonApril16,1977,atthefirstWestCoastComputer
Faire.Itdifferedfromitsmajorrivals,theTRS80andCommodorePET,becauseofitscharactercellbased
colorgraphicsandopenarchitecture.WhileearlyAppleIImodelsusedordinarycassettetapesasstorage
devices,theyweresupersededbytheintroductionofa51/4inchfloppydiskdriveandinterfacecalledtheDisk
II.[36]TheAppleIIwaschosentobethedesktopplatformforthefirst"killerapp"ofthebusinessworld:
VisiCalc,aspreadsheetprogram.VisiCalccreatedabusinessmarketfortheAppleIIandgavehomeusersan
additionalreasontobuyanAppleII:compatibilitywiththeoffice.[37]BeforeVisiCalc,Applehadbeena
distantthirdplacecompetitortoCommodoreandTandy.[38][39]

Bytheendof1970's,Applehadastaffofcomputerdesignersandaproductionline.Thecompanyintroduced
theAppleIIIinMay1980inanattempttocompetewithIBMandMicrosoftinthebusinessandcorporate
computingmarket.[40]JobsandseveralAppleemployees,includingJefRaskin,visitedXeroxPARCin
December1979toseetheXeroxAlto.XeroxgrantedAppleengineersthreedaysofaccesstothePARC
facilitiesinreturnfortheoptiontobuy100,000shares(800,000splitadjustedshares)ofAppleatthepreIPO
priceof$10ashare.[41]

Jobswasimmediatelyconvincedthatallfuturecomputerswoulduseagraphicaluserinterface(GUI),and
developmentofaGUIbeganfortheAppleLisa.[42][43]In1982,however,hewaspushedfromtheLisateam
duetoinfighting.JobstookoverJefRaskin'slowcostcomputerproject,theMacintosh.Aracebrokeout
betweentheLisateamandtheMacintoshteamoverwhichproductwouldshipfirst.Lisawontheracein1983
andbecamethefirstpersonalcomputersoldtothepublicwithaGUI,butwasacommercialfailureduetoits
highpricetagandlimitedsoftwaretitles.[44]
OnDecember12,1980,Applewentpublicat$22pershare,[31]generatingmorecapitalthananyIPOsince
FordMotorCompanyin1956andimmediatelycreating300millionaires.[45]

198491:SuccesswithMacintosh

In1984,ApplelaunchedtheMacintosh,thefirstpersonalcomputerto
besoldwithoutaprogramminglanguage.[46]Itsdebutwassignifiedby
"1984",a$1.5milliontelevisioncommercialdirectedbyRidleyScott
thatairedduringthethirdquarterofSuperBowlXVIIIonJanuary22,
1984.[47]Thecommercialisnowhailedasawatershedeventfor
Apple'ssuccess[48]andwascalleda"masterpiece"byCNN[49]andone
ofthegreatestcommercialsofalltimebyTVGuide.[50][51]

TheMacintoshinitiallysoldwell,butfollowupsaleswerenot TheMacintosh,releasedin1984,was
[52]
strong duetoitshighpriceandlimitedrangeofsoftwaretitles.The thefirstmassmarketpersonal
machine'sfortuneschangedwiththeintroductionoftheLaserWriter, computerthatfeaturedanintegral
thefirstPostScriptlaserprintertobesoldatareasonableprice,and graphicaluserinterfaceandmouse.
PageMaker,anearlydesktoppublishingpackage.Ithasbeensuggested
thatthecombinationofthesethreeproductswereresponsibleforthecreationofthedesktoppublishing
market.[53]TheMacintoshwasparticularlypowerfulinthedesktoppublishingmarketduetoitsadvanced
graphicscapabilities,whichhadnecessarilybeenbuiltintocreatetheintuitiveMacintoshGUI.

In1985,apowerstruggledevelopedbetweenJobsandCEOJohnSculley,whohadbeenhiredtwoyears
earlier.[54]TheAppleboardofdirectorsinstructedSculleyto"contain"Jobsandlimithisabilitytolaunch
expensiveforaysintountestedproducts.RatherthansubmittoSculley'sdirection,Jobsattemptedtoousthim
fromhisleadershiproleatApple.SculleyfoundoutthatJobshadbeenattemptingtoorganizeacoupand
calledaboardmeetingatwhichApple'sboardofdirectorssidedwithSculleyandremovedJobsfromhis
managerialduties.[52]JobsresignedfromAppleandfoundedNeXTInc.thesameyear.[55]

AfterJobs'departure,theMacintoshproductlineunderwentasteady
changeoffocustohigherpricepoints,thesocalled"highrightpolicy"
namedforthepositiononachartofpricevs.profits.Jobshadargued
thecompanyshouldproduceproductsaimedattheconsumermarket
andaimedfora$1000pricefortheMacintosh,whichtheywereunable
tomeet.Newermodelssellingathigherpricepointsofferedhigher
profitmargin,andappearedtohavenoeffectontotalsalesaspower
userssnappedupeveryincreaseinpower.Althoughsomeworried
aboutpricingthemselvesoutofthemarket,thehighrightpolicywasin
fullforcebythemid1980s,notablyduetoJeanLouisGasse'smantra
of"fiftyfiveordie",referringtothe55%profitmarginsofthe
TheMacintoshPortable,releasedin
MacintoshII.[56]
1989,wasApple'sfirstbattery
poweredportableMacintoshpersonal
Thispolicybegantobackfireinthelastyearsofthedecadeasnew
computer.
desktoppublishingprogramsappearedonPCclonesthatofferedsome
ormuchofthesamefunctionalityoftheMacintoshbutatfarlower
pricepoints.Thecompanylostitsmonopolyinthismarket,andhadalreadyestrangedmanyofitsoriginal
consumercustomerbasewhocouldnolongeraffordtheirhighpricedproducts.TheChristmasseasonof1989
wasthefirstinthecompany'shistorythatsawdecliningsales,andledtoa20%dropinApple'sstockprice.[57]
Gasse'sobjectionswereoverruled,andhewasforcedfromthecompanyin1990.Laterthatyear,Apple
introducedthreelowercostmodels,theMacintoshClassic,MacintoshLCandMacintoshIIsi,allofwhichsaw
significantsalesduetopentupdemand.
In1991,AppleintroducedthePowerBook,replacingthe"luggable"MacintoshPortablewithadesignthatset
thecurrentshapeforalmostallmodernlaptops.Thesameyear,AppleintroducedSystem7,amajorupgradeto
theoperatingsystemwhichaddedcolortotheinterfaceandintroducednewnetworkingcapabilities.It
remainedthearchitecturalbasisfortheClassicMacOS.ThesuccessofthePowerBookandotherproducts
broughtincreasingrevenue.[54]Forsometime,Applewasdoingincrediblywell,introducingfreshnew
productsandgeneratingincreasingprofitsintheprocess.ThemagazineMacAddictnamedtheperiodbetween
1989and1991asthe"firstgoldenage"oftheMacintosh.[58]

ApplebelievedtheAppleIIserieswastooexpensivetoproduceandtookawaysalesfromthelowend
Macintosh.[59]In1990,ApplereleasedtheMacintoshLC,whichfeaturedasingleexpansionslotfortheApple
IIeCardtohelpmigrateAppleIIuserstotheMacintoshplatform[59]theAppleIIewasdiscontinuedin1993.

199197:Declineandrestructuring

ThesuccessofApple'slowercostconsumermodels,especiallytheLC,
alsoledtocannibalizationoftheirhigherpricedmachines.Toaddress
this,managementintroducedseveralnewbrands,sellinglargely
identicalmachinesatdifferentpricepointsaimedatdifferentmarkets.
ThesewerethehighendQuadra,themidrangeCentrisline,andtheill
fatedPerformaseries.Thisledtosignificantmarketconfusion,as
customersdidnotunderstandthedifferencebetweenmodels.[61]

Applealsoexperimentedwithanumberofotherunsuccessfulconsumer ThePenlitewasApple'sfirstattempt
targetedproductsduringthe1990s,includingdigitalcameras,portable atatabletcomputer.Createdin1992,
CDaudioplayers,speakers,videoconsoles,theeWorldonlineservice, theprojectwasdesignedtobringthe
andTVappliances.Enormousresourceswerealsoinvestedinthe MacOStoatabletbutwasshelved
problemplaguedNewtondivisionbasedonJohnSculley'sunrealistic infavoroftheNewton. [60]
marketforecasts.Ultimately,noneoftheseproductshelpedandApple's
marketshareandstockpricescontinuedtoslide.

Throughoutthisperiod,MicrosoftcontinuedtogainmarketsharewithWindowsbyfocusingondelivering
softwaretocheapcommoditypersonalcomputers,whileApplewasdeliveringarichlyengineeredbut
expensiveexperience.[62]Applereliedonhighprofitmarginsandneverdevelopedaclearresponseinstead,
theysuedMicrosoftforusingaGUIsimilartotheAppleLisainAppleComputer,Inc.v.MicrosoftCorp.[63]
Thelawsuitdraggedonforyearsbeforeitwasfinallydismissed.Atthistime,aseriesofmajorproductflops
andmisseddeadlinessulliedApple'sreputation,andSculleywasreplacedasCEObyMichaelSpindler.[64]

Bytheearly1990s,ApplewasdevelopingalternativeplatformstotheMacintosh,suchasA/UX.The
Macintoshplatformitselfwasbecomingoutdatedbecauseitwasnotbuiltformultitaskingandbecauseseveral
importantsoftwareroutineswereprogrammeddirectlyintothehardware.Inaddition,Applewasfacing
competitionfromOS/2andUNIXvendorssuchasSunMicrosystems.TheMacintoshwouldneedtobe
replacedbyanewplatformorreworkedtorunonmorepowerfulhardware.[65]

In1994,ApplealliedwithIBMandMotorolaintheAIMalliancewiththegoalofcreatinganewcomputing
platform(thePowerPCReferencePlatform),whichwoulduseIBMandMotorolahardwarecoupledwith
Applesoftware.TheAIMalliancehopedthatPReP'sperformanceandApple'ssoftwarewouldleavethePCfar
behindandthuscounterMicrosoft.Thesameyear,AppleintroducedthePowerMacintosh,thefirstofmany
ApplecomputerstouseMotorola'sPowerPCprocessor.[66]

In1996,SpindlerwasreplacedbyGilAmelioasCEO.AmeliomadenumerouschangesatApple,including
extensivelayoffsandcutcosts.[67]AfternumerousfailedattemptstoimproveMacOS,firstwiththeTaligent
projectandlaterwithCoplandandGershwin,AmeliochosetopurchaseNeXTanditsNeXTSTEPoperating
systemandbringSteveJobsbacktoApple.[68]
 19972007:Returntoprofitability

TheNeXTdealwas
finalizedonFebruary9,
1997,[69]bringingJobs
backtoAppleasan
advisor.OnJuly9,1997,
Ameliowasoustedby
theboardofdirectors
afteroverseeingathree
yearrecordlowstock
TheNewtonwasApple'sfirstforay
priceandcrippling PowerMacwasalineofAppleMacintosh
intothePDAmarkets,aswellasone
financiallosses.Jobs workstationclasspersonalcomputersbased
ofthefirstintheindustry.Despite
actedastheinterimCEO onvariousmodelsofPowerPC
beingafinancialflopatthetimeof
andbeganrestructuring microprocessorsthatweredevelopedfrom
itsrelease,ithelpedpavethewayfor
thecompany'sproduct 1994to2006.
thePalmPilotandApple'sown
lineitwasduringthis
iPhoneandiPadinthefuture.
periodthatheidentified
thedesigntalentofJonathanIve,andthepairworkedcollaborativelyto
rebuildApple'sstatus.[70]

Atthe1997MacworldExpo,JobsannouncedthatApplewouldjoinMicrosofttoreleasenewversionsof
MicrosoftOfficefortheMacintosh,andthatMicrosofthadmadea$150millioninvestmentinnonvoting
Applestock.[71]OnNovember10,1997,AppleintroducedtheAppleOnlineStore,whichwastiedtoanew
buildtoordermanufacturingstrategy.[72][73]

OnAugust15,1998,AppleintroducedanewallinonecomputerreminiscentoftheMacintosh128K:the
iMac.TheiMacdesignteamwasledbyIve,whowouldlaterdesigntheiPodandtheiPhone.[74][75]TheiMac
featuredmoderntechnologyandauniquedesign,andsoldalmost800,000unitsinitsfirstfivemonths.[76]

Duringthisperiod,Applecompletednumerousacquisitionstocreateaportfolioofdigitalproductionsoftware
forbothprofessionalsandconsumers.In1998,ApplepurchasedMacromedia'sKeyGripsoftwareproject,
signalinganexpansionintothedigitalvideoeditingmarket.ThesalewasanoutcomeofMacromedia's
decisiontosolelyfocusuponwebdevelopmentsoftware.Theproduct,stillunfinishedatthetimeofthesale,
wasrenamed"FinalCutPro"whenitwaslaunchedontheretailmarketinApril1999.[77][78]Thedevelopment
ofKeyGripalsoledtoApple'sreleaseoftheconsumervideoeditingproductiMovieinOctober1999.[79]
Next,ApplesuccessfullyacquiredtheGermancompanyAstarte,whichhaddevelopedDVDauthoring
technology,aswellasAstarte'scorrespondingproductsandengineeringteaminApril2000.Astarte'sdigital
toolDVDirectorwassubsequentlytransformedintotheprofessionalorientedDVDStudioProsoftware
product.ApplethenemployedthesametechnologytocreateiDVDfortheconsumermarket.[79]In2002,
ApplepurchasedNothingRealfortheiradvanceddigitalcompositingapplicationShake,[80]aswellasEmagic
forthemusicproductivityapplicationLogic.ThepurchaseofEmagicmadeApplethefirstcomputer
manufacturertoownamusicsoftwarecompany.TheacquisitionwasfollowedbythedevelopmentofApple's
consumerlevelGarageBandapplication.[81]ThereleaseofiPhotointhesameyearcompletedtheiLife
suite.[82]

MacOSX,basedonNeXT'sOPENSTEPandBSDUnix,wasreleasedonMarch24,2001,afterseveralyears
ofdevelopment.Aimedatconsumersandprofessionalsalike,MacOSXaimedtocombinethestability,
reliabilityandsecurityofUnixwiththeeaseofuseaffordedbyanoverhauleduserinterface.Toaidusersin
migratingfromMacOS9,thenewoperatingsystemallowedtheuseofOS9applicationswithinMacOSXvia
theClassicEnvironment.[83]
OnMay19,2001,AppleopeneditsfirstofficialeponymousretailstoresinVirginiaandCalifornia.[84]On
October23ofthesameyear,AppledebutedtheiPodportabledigitalaudioplayer.Theproduct,whichwasfirst
soldonNovember10,2001,wasphenomenallysuccessfulwithover100millionunitssoldwithinsix
years.[85][86]In2003,Apple'siTunesStorewasintroduced.Theserviceofferedonlinemusicdownloadsfor
$0.99asongandintegrationwiththeiPod.TheiTunesstorequicklybecamethemarketleaderinonlinemusic
services,withover5billiondownloadsbyJune19,2008.[87]

AttheWorldwideDevelopersConferencekeynoteaddressonJune6,
2005,JobsannouncedthatApplewouldbeginproducingIntelbased
Maccomputersin2006.[88]OnJanuary10,2006,thenewMacBook
ProandiMacbecamethefirstApplecomputerstouseIntel'sCoreDuo
CPU.ByAugust7,2006,ApplemadethetransitiontoIntelchipsfor
theentireMacproductlineoveroneyearsoonerthanannounced.[88]
ThePowerMac,iBookandPowerBookbrandswereretiredduringthe
transitiontheMacPro,MacBook,andMacBookProbecametheir
respectivesuccessors.[89][90]OnApril29,2009,TheWallStreetJournal
reportedthatApplewasbuildingitsownteamofengineerstodesign
TheMacBookPro,Apple'sfirst
laptopwithanIntelmicroprocessor, microchips.[91]ApplealsointroducedBootCampin2006tohelpusers
introducedin2006. installWindowsXPorWindowsVistaontheirIntelMacsalongside
MacOSX.[92]

Apple'ssuccessduringthisperiodwasevidentinitsstockprice.Betweenearly2003and2006,thepriceof
Apple'sstockincreasedmorethantenfold,fromaround$6pershare(splitadjusted)toover$80.InJanuary
2006,Apple'smarketcapsurpassedthatofDell.[93]Nineyearsprior,Dell'sCEOMichaelDellhadsaidthatif
heranApplehewould"shutitdownandgivethemoneybacktotheshareholders."[94]AlthoughApple's
marketshareincomputershadgrown,itremainedfarbehindcompetitorsusingMicrosoftWindows,
accountingforabout8%ofdesktopsandlaptopsintheUS.

Since2001,Apple'sdesignteamhasprogressivelyabandonedtheuseoftranslucentcoloredplasticsfirstused
intheiMacG3.ThisdesignchangebeganwiththetitaniummadePowerBookandwasfollowedbytheiBook's
whitepolycarbonatestructureandtheflatpaneliMac.[95][96]

200711:Successwithmobiledevices

DuringhiskeynotespeechattheMacworldExpoonJanuary9,2007,JobsannouncedthatAppleComputer,
Inc.wouldthereafterbeknownas"AppleInc.",becausethecompanyhadshifteditsemphasisfromcomputers
toconsumerelectronics.[98][99]ThiseventalsosawtheannouncementoftheiPhoneandtheApple
TV.[100][101][102][103]Thefollowingday,Appleshareshit$97.80,analltimehighatthatpoint.InMay,Apple's
sharepricepassedthe$100mark.[104]ApplewouldachievewidespreadsuccesswithitsiPhone,iPodTouch
andiPadproducts,whichintroducedinnovationsinmobilephones,portablemusicplayersandpersonal
computersrespectively.[105]Furthermore,byearly2007,800,000FinalCutProuserswereregistered.[106]

InanarticlepostedonApple'swebsiteonFebruary6,2007,JobswrotethatApplewouldbewillingtosell
musicontheiTunesStorewithoutdigitalrightsmanagement(DRM),therebyallowingtrackstobeplayedon
thirdpartyplayers,ifrecordlabelswouldagreetodropthetechnology.[107]OnApril2,2007,AppleandEMI
jointlyannouncedtheremovalofDRMtechnologyfromEMI'scatalogintheiTunesStore,effectiveinMay
2007.[108]OtherrecordlabelseventuallyfollowedsuitandApplepublishedapressreleaseinJanuary2009to
announcethecorrespondingchangestotheiTunesStore.[109]
InJuly2008,ApplelaunchedtheAppStoretosellthirdparty
applicationsfortheiPhoneandiPodTouch.[110]Withinamonth,the
storesold60millionapplicationsandregisteredanaveragedaily
revenueof$1million,withJobsspeculatinginAugust2008thatthe
AppStorecouldbecomeabilliondollarbusinessforApple.[111]By
October2008,Applewasthethirdlargestmobilehandsetsupplierin
theworldduetothepopularityoftheiPhone.[112]

OnDecember16,2008,Appleannouncedthat2009wouldbethelast
yearthecorporationwouldattendtheMacworldExpo,aftermorethan
20yearsofattendance,andthatseniorvicepresidentofWorldwide
ProductMarketingPhilipSchillerwoulddeliverthe2009keynote
addressinlieuoftheexpectedJobs.Theofficialpressreleaseexplained
AfirstgenerationiPhone,oneof
thatApplewas"scalingback"ontradeshowsingeneral,including
JonathanIve'smostrecognized
MacworldTokyoandtheAppleExpoinParis,France,primarily
industrialdesigns.TheiPhonehas
becausetheenormoussuccessesoftheAppleRetailStoresandwebsite
beenphenomenallysuccessful,with
hadrenderedtradeshowsaminorpromotionalchannel.[113][114] over1billionunitssold
[97]
worldwide.
OnJanuary14,2009,Jobsannouncedinaninternalmemothathe
wouldbetakingasixmonthmedicalleaveofabsencefromAppleuntil
theendofJune2009andwouldspendthetimefocusingonhishealth.Intheemail,Jobsstatedthat"the
curiosityovermypersonalhealthcontinuestobeadistractionnotonlyformeandmyfamily,buteveryoneelse
atAppleaswell",andexplainedthatthebreakwouldallowthecompany"tofocusondeliveringextraordinary
products".[115]DespiteJobs'sabsence,Applerecordeditsbestnonholidayquarter(Q1FY2009)duringthe
recessionwithrevenueof$8.16billionandprofitof$1.21billion.[116][117]

Afteryearsofspeculationandmultiplerumored"leaks",Appleunveiled
Wikinewshasrelated
alargescreen,tabletlikemediadeviceknownastheiPadonJanuary news:
27,2010.TheiPadranthesametouchbasedoperatingsystemasthe Appleunveils
iPhone,andmanyiPhoneappswerecompatiblewiththeiPad.This iPhone4,iOS4at
gavetheiPadalargeappcatalogonlaunch,despiteverylittle Worldwide
developmenttimebeforetherelease.LaterthatyearonApril3,2010, Developers
theiPadwaslaunchedintheUS.Itsoldmorethan300,000unitsonits Conference2010
Appletogivefree
firstday,and500,000bytheendofthefirstweek.[118]InMayofthe cases,refundsto
sameyear,Apple'smarketcapexceededthatofcompetitorMicrosoft iPhone4owners
forthefirsttimesince1989.[119] Appleunveilsnew
iPods,AppleTV
InJune2010,ApplereleasedtheiPhone4,[120]whichintroducedvideo updatesiOS,
iTunes
calling,multitasking,andanewuninsulatedstainlesssteeldesignthat
Appleunveilsnew
actedasthephone'santenna.Laterthatyear,Appleagainrefreshedits MacBookAir
iPodlineofMP3playersbyintroducingamultitouchiPodNano,an laptops,iLife'11
iPodTouchwithFaceTime,andaniPodShufflethatbroughtbackthe softwaresuite
buttonsofearliergenerations.[121][122][123]Additionally,onOctober20,
AppleupdatedtheMacBookAirlaptop,iLifesuiteofapplications,andunveiledMacOSXLion,thelast
versionwiththenameMacOSX.[124][125]

InOctober2010,Appleshareshitanalltimehigh,eclipsing$300.[126]

OnJanuary6,2011,thecompanyopeneditsMacAppStore,adigitalsoftwaredistributionplatformsimilarto
theiOSAppStore.[127]
AlongsidepeerentitiessuchasAtariandCiscoSystems,Applewas
featuredinthedocumentarySomethingVentured,whichpremieredin
2011andexploredthethreedecadeerathatledtotheestablishmentand
dominanceofSiliconValley.[128]

OnJanuary17,2011,JobsannouncedinaninternalApplememothat
hewouldtakeanothermedicalleaveofabsenceforanindefiniteperiod
toallowhimtofocusonhishealth.ChiefOperatingOfficerTimCook
assumedJobs'sdaytodayoperationsatApple,althoughJobswould
AppleStoreinYonkers,NewYork
stillremain"involvedinmajorstrategicdecisions".[129]Applebecame
themostvaluableconsumerfacingbrandintheworld.[130]InJune
2011,JobssurprisinglytookthestageandunveilediCloud,anonlinestorageandsyncingserviceformusic,
photos,filesandsoftwarewhichreplacedMobileMe,Apple'spreviousattemptatcontentsyncing.[131]

ThiswouldbethelastproductlaunchJobswouldattendbeforehisdeath.IthasbeenarguedthatApplehas
achievedsuchefficiencyinitssupplychainthatthecompanyoperatesasamonopsony(onebuyer,many
sellers)andcandictatetermstoitssuppliers.[132][133][134]InJuly2011,duetotheAmericandebtceilingcrisis,
Apple'sfinancialreserveswerebrieflylargerthanthoseoftheU.S.Government.[135]

OnAugust24,2011,JobsresignedhispositionasCEOofApple.[136]HewasreplacedbyCookandJobs
becameApple'schairman.Priortothis,Appledidnothaveachairmanandinsteadhadtwocoleaddirectors,
AndreaJungandArthurD.Levinson,whocontinuedwiththosetitlesuntilLevinsonbecameChairmanofthe
BoardinNovember.[137]

2011present:PostSteveJobseraTimCookleadership

OnOctober5,2011,SteveJobsdied,markingtheendofaneraforApple.[138][139]Thefirstmajorproduct
announcementbyApplefollowingJobs'spassingoccurredonJanuary19,2012,whenApple'sPhilSchiller
introducediBooksTextbooksforiOSandiBookAuthorforMacOSXinNewYorkCity.[140]Jobshadstated
inhisbiographythathewantedtoreinventthetextbookindustryandeducation.

From2011to2012,ApplereleasedtheiPhone4S[141][142]andiPhone5,[143][144]whichfeaturedimproved
cameras,anintelligentsoftwareassistantnamedSiri,andcloudsourceddatawithiCloudthethirdandfourth
generationiPads,whichfeaturedRetinadisplays[145][146][147]andtheiPadMini,whichfeatureda7.9inch
screenincontrasttotheiPad's9.7inchscreen.[148]Theselaunchesweresuccessful,withtheiPhone5(released
September21,2012)becomingApple'sbiggestiPhonelaunchwithovertwomillionpreorders[149]andsalesof
threemillioniPadsinthreedaysfollowingthelaunchoftheiPadMiniandfourthgenerationiPad(released
November3,2012).[150]Applealsoreleasedathirdgeneration13inchMacBookProwithaRetinadisplayand
newiMacandMacMinicomputers.[147][148][151]

OnOctober29,2011,ApplepurchasedC3Technologies,amappingcompany,for$240million,makingitthe
thirdmappingcompanythatApplehaspurchased.[152]OnJanuary10,2012,Applepaid$500millionto
acquireAnobit,anIsraelihardwarecompanythatdevelopedandsuppliedaproprietarymemorysignal
processingtechnologythatimprovedtheperformanceoftheflashmemoryusediniPhonesandiPads.[153][154]
OnJuly24,2012,duringaconferencecallwithinvestors,TimCooksaidthathelovedIndia,butthatApple
wasgoingtoexpectlargeropportunitiesoutsideofIndia.Cookcitedthe30%sourcingrequirementfromIndia
asthereason.[155][156][157][158]

OnAugust20,2012,Apple'srisingstockpriceincreasedthecompany'smarketcapitalizationtoaworldrecord
$624billion.ThisbeatthenoninflationadjustedrecordformarketcapitalizationsetbyMicrosoftin1999.[159]
OnAugust24,2012,aUSjuryruledthatSamsungshouldpayApple$1.05billion(665m)indamagesinan
intellectualpropertylawsuit.[160]Samsungappealedthedamagesaward,whichtheCourtreducedby
$450million.[161]TheCourtfurthergrantedSamsung'srequestforanewtrial.[161]OnNovember10,2012,
AppleconfirmedaglobalsettlementthatwoulddismissalllawsuitsbetweenAppleandHTCuptothatdate,in
favorofatenyearlicenseagreementforcurrentandfuturepatentsbetweenthetwocompanies.[162]Itis
predictedthatApplewillmake$280millionayearfromthisdealwithHTC.[163]

ApreviouslyconfidentialemailwrittenbyJobsayearbeforehisdeathwaspresentedduringtheproceedingsof
theAppleInc.v.SamsungElectronicsCo.lawsuitsandbecamepubliclyavailableinearlyApril2014.Witha
subjectlinethatreads"Top100A,"theemailwassentonlytothecompany's100mostsenioremployeesand
outlinesJobs'svisionofAppleInc.'sfutureunder10subheadings.Notably,Jobsdeclaresa"HolyWarwith
Google"for2011andschedulesa"newcampus"for2015.[164]

InMarch2013,Applefiledapatentforanaugmentedreality(AR)systemthatcanidentifyobjectsinalive
videostreamandpresentinformationcorrespondingtotheseobjectsthroughacomputergeneratedinformation
layeroverlaidontopoftherealworldimage.[165]Laterin2013,AppleacquiredEmbarkInc.,asmallSilicon
Valleybasedmappingcompanythatbuildsfreetransitappstohelpsmartphoneusersnavigatepublic
transportationinU.S.cities,[166]andPrimeSense,anIsraeli3DsensingcompanybasedinTelAviv.[167]In
December2013,AppleInc.purchasedsocialanalyticsfirmTopsy.Topsyisoneofasmallnumberoffirms
withrealtimeaccesstothemessagesthatappearonTwitterandcan"dorealtimeanalysisofthetrendsand
discussionshappeningonTwitter".[168]Thecompanyalsomadeseveralhighprofilehiringdecisionsin2013.
OnJuly2,2013,ApplerecruitedPaulDeneve,BelgianPresidentandCEOofYvesSaintLaurentasavice
presidentreportingdirectlytoTimCook.[169]AmidOctober2013announcementrevealedthatBurberry
executiveAngelaAhrendtswillcommenceasaseniorvicepresidentatAppleinmid2014.Ahrendtsoversaw
Burberry'sdigitalstrategyforalmosteightyearsand,duringhertenure,salesincreasedtoaboutUS$3.2billion
andsharesgainedmorethanthreefold.[170]

AttheWorldwideDeveloper'sConferenceonJune10,2013,AppleannouncedtheseventhiOSoperating
systemalongsideOSXMavericks,thetenthversionofOSX,andanewInternetradioservicecallediTunes
Radio.[171][172][173]iTunesRadio,iOS7andOSXMaverickswerereleasedfall2013.[171][172][174]On
December6,2013,AppleInc.launchediBeaconacrossits254U.S.retailstores.UsingBluetoothwireless
technology,iBeaconsensestheuser'sexactlocationwithintheApplestoreandsendstheusermessagesabout
products,eventsandotherinformation,tailoredtotheuser'slocation.[175]

AlongsideGooglevicepresidentVintCerfandAT&TCEORandallStephenson,Cookattendedacloseddoor
summitheldbyPresidentObamaonAugust8,2013,inregardtogovernmentsurveillanceandtheInternetin
thewakeoftheEdwardSnowdenNSAincident.[176][177]OnFebruary4,2014,CookmetwithAbdullahGl,
thePresidentofTurkey,inAnkaratodiscussthecompany'sinvolvementintheFatihproject.[178]Cookalso
confirmedthatTurkey'sfirstAppleRetailStorewouldbeopenedinIstanbulinApril2014.[179]

AnanonymousAppleemployeerevealedtotheBloombergmediapublicationthattheopeningofaTokyo,
Japan,storewasplannedfor2014.AJapaneseanalysthasstated,"ForApple,theJapanesemarketisappealing
intermsofquantityandprice.ThereisroomtoexpandtabletsalesandapossibilitytheJapanesemarket
expandsifApple'smobilecarrierpartnersincrease."[180]AsofJune13,2014,Appleoperatedthreestoresin
Tokyo.[181]OnOctober1,2013,AppleIndiaexecutivesunveiledaplantoexpandfurtherintotheIndian
market,followingCook'sacknowledgmentofthecountryinJuly2013whensalesresultsshowedthatiPhone
salesinIndiagrew400%duringthesecondquarterof2013.[182]

AppleInc.reportedthatthecompanysold51millioniPhonesintheQ1of2014(analltimequarterlyrecord),
comparedto47.8millionintheyearagoquarter.Applealsosold26millioniPadsduringthequarter,alsoan
alltimequarterlyrecord,comparedto22.9millionintheyearagoquarter.TheCompanysold4.8million
Macs,comparedto4.1millionintheyearagoquarter.[183]OnMay28,2014,Appleconfirmeditsintentto
acquireDr.DreandJimmyIovine'saudiocompanyBeatsElectronicsproduceroftheBeatsbyDr.Drelineof
headphonesandspeakerproducts,andoperatorofthemusicstreamingserviceBeatsMusicfor$3billion,
andtoselltheirproductsthroughApple'sretailoutletsandresellers.IovinefeltthatBeatshadalways
"belonged"withApple,asthecompanymodeleditselfafterApple's"unmatchedabilitytomarrycultureand
technology."[184][185][186]InAugust2014,anApplerepresentativeconfirmedtothemediathatAnandLal
Shimpi,editorandpublisheroftheAnandTechwebsite,hadbeenrecruitedbyApplewithoutelaboratingonLal
Shimpi'srole.[187]

ApplehasbeenatthetopofInterbrand'sannualBestGlobalBrandsreportfor4yearsinarow2013,[14]
2014,[15]2015,[16]and2016,withavaluationof$178.1billion.[17]

InDecember2015,Appleboughta70,000squarefootwaferfabbuildinginSanJose,CAfromMaxim
Integratedfor$18.2million.[188]

In2016,itwasrevealedthatApplewouldbemakingitsfirstoriginalscriptedseries,[189]asixepisodedrama
aboutthelifeofDr.Dre.MusicVideodirectorPaulHunterwilldirecttheseries.[189]

OnMay12,2016,AppleInc.,investedUS$1billioninDidiChuxing,aChinesecompetitorto
Uber.[190][191][192]TheInformationreportedinOctober2016thatApplehadtakenaboardseatinDidi
Chuxing,[193]amovethatJamesVincentofTheVergespeculatedcouldbeastrategiccompanydecisionby
Appletogetclosertotheautomobileindustry,[194]particularlyDidiChuxing'sreportedinterestinselfdriving
cars.[195]

OnJune6,2016,Forbesreleasedtheirlistofcompaniesrankedonrevenuegeneration.Inthetrailingfiscal
year,Appleappearedonthelistasthetoptechcompany.[196]Itrankedthird,overall,with$233billionin
revenue.[196]Thisrepresentsamovementupwardoftwospotsfromthepreviousyear'slist.[196]

OnSeptember22,2016,AppleInc.acquiredTuplejump,anIndia/USbasedmachinelearningcompany.[197]

OnApril6,2017,ApplelaunchedClips,anappthatallowsiPadandiPhoneuserstomakeandeditvideos.The
appprovidesawaytoproduceshortvideostosharewithotherusersontheMessagesapp,Instagram,
Facebookandothersocialnetworks.ApplealsointroducedLiveTitlesforClipsthatallowsuserstoaddlive
animatedcaptionsandtitlesusingtheirvoice.[198]

OnMay9,2017,AppleacquiredasleeptrackinghardwareandsoftwarecompanycalledBeddit.[199][200]

Products
Mac

Macscurrentlyinproduction::

iMac:Consumerallinonedesktopcomputer,introducedin1998.
MacMini:Consumersubdesktopcomputer,introducedin2005.
MacBook:Consumerultrathin,ultraportablenotebook,introducedin2006andrelaunchedin2015.
MacBookPro:Professionalnotebook,introducedin2006.
MacPro:Workstationdesktopcomputer,introducedin2006.
MacBookAir:Consumerultrathin,ultraportablenotebook,introducedin2008.

ApplesellsavarietyofcomputeraccessoriesforMacs,includingThunderboltDisplay,MagicMouse,Magic
Trackpad,MagicKeyboard,theAirPortwirelessnetworkingproducts,andTimeCapsule.

iPod
OnOctober23,2001,AppleintroducedtheiPoddigitalmusicplayer.
Severalupdatedmodelshavesincebeenintroduced,andtheiPodbrand
isnowthemarketleaderinportablemusicplayersbyasignificant
margin.Morethan350millionunitshaveshippedasofSeptember
2012.[201]ApplehaspartneredwithNiketooffertheNike+iPodSports
Kit,enablingrunnerstosynchronizeandmonitortheirrunswithiTunes
andtheNike+website.

ApplecurrentlysellsthreevariantsoftheiPod:

iPodShuffle:Ultraportabledigitalaudioplayer,currently
availableina2GBmodel,introducedin2005. iPodlineasof2014.Fromleftto
iPodNano:Portablemediaplayer,currentlyavailableina16GB right:iPodShuffle,iPodNano,iPod
model,introducedin2005.Earliermodelsfeaturedthetraditional Touch.
iPodclickwheel,butthecurrentgenerationfeaturesamultitouch
interfaceandincludesanFMradioandapedometer.
iPodTouch:PortablemediaplayerthatrunsiOSandiscurrentlyavailablein16,32,64,and128GB
models,introducedin2007.ThecurrentgenerationfeaturestheAppleA8processor,aRetinadisplay,
Sirianddualcamerasonthefront(1.2megapixelsensor)andback(8megapixeliSight).Thelatter
camerasupportsHDvideorecordingat1080pandslowmotionvideoat120fpsin720p.[202]

iPhone

AttheMacworldConference&ExpoinJanuary2007,SteveJobsintroducedthe
longanticipated[203]iPhone,aconvergenceofanInternetenabledsmartphoneand
iPod.[204]ThefirstgenerationiPhonewasreleasedonJune29,2007,for$499
(4GB)and$599(8GB)withanAT&Tcontract.[205]OnFebruary5,2008,itwas
updatedtohave16GBofmemory,inadditiontothe8GBand4GBmodels.[206]
Itcombineda2.5GquadbandGSMandEDGEcellularphonewithfeaturesfound
inhandhelddevices,runningscaleddownversionsofApple'sMacOSX(dubbed
iPhoneOS,laterrenamediOS),withvariousMacOSXapplicationssuchasSafari
andMail.ItalsoincludeswebbasedandDashboardappssuchasGoogleMaps
andWeather.TheiPhonefeaturesa3.5inch(89mm)touchscreendisplay,
Bluetooth,andWiFi(both"b"and"g").[204]

Asecondversion,theiPhone3G,wasreleasedonJuly11,2008,withareduced
priceof$199forthe8GBversionand$299forthe16GBversion.[207]This
versionaddedsupportfor3GnetworkingandassistedGPSnavigation.Theflat
silverbackandlargeantennasquareoftheoriginalmodelwereeliminatedinfavor
ofaglossy,curvedblackorwhiteback.Softwarecapabilitieswereimprovedwith
thereleaseoftheAppStore,whichprovidediPhonecompatibleapplicationsto
download.OnApril24,2009,theAppStore[208]surpassedonebillion
downloads.[209]OnJune8,2009,AppleannouncedtheiPhone3GS.Itprovidedan
incrementalupdatetothedevice,includingfasterinternalcomponents,supportfor
faster3Gspeeds,videorecordingcapability,andvoicecontrol. Thefirstgeneration
iPhone,3G,4,5,5Cand
AttheWorldwideDevelopersConference(WWDC)onJune7,2010,Apple 5Stoscale.
announcedtheredesignediPhone4.[210]Itfeatureda960640display,theApple
A4processor,agyroscopeforenhancedgaming,a5MPcamerawithLEDflash,frontfacingVGAcameraand
FaceTimevideocalling.Shortlyafteritsrelease,receptionissueswerediscoveredbyconsumers,duetothe
stainlesssteelbandaroundtheedgeofthedevice,whichalsoservesasthephone'scellularsignalandWiFi
antenna.Theissuewascorrectedbya"BumperCase"distributedbyAppleforfreetoallownersforafew
months.InJune2011,AppleovertookNokiatobecometheworld'sbiggestsmartphonemakerbyvolume.[211]
OnOctober4,2011,AppleunveiledtheiPhone4S,whichwasfirstreleasedonOctober14,2011.[212]It
featurestheAppleA5processorandSirivoiceassistanttechnology,thelatterofwhichApplehadacquiredin
2010.[213]Italsofeaturesanupdated8MPcamerawithnewoptics.Applebegananewaccessibilityfeature,
MadeforiPhoneHearingAidswiththeiPhone4S.[214]MadeforiPhoneHearingAidsfeatureLiveListen,it
canhelptheuserhearaconversationinanoisyroomorhearsomeonespeakingacrosstheroom.[215]Apple
sold4millioniPhone4Sphonesinthefirstthreedaysofavailability.[216]

OnSeptember12,2012,AppleintroducedtheiPhone5.[217]Ithasa4inchdisplay,4GLTEconnectivity,and
theupgradedAppleA6chip,amongseveralotherimprovements.[218]TwomillioniPhonesweresoldinthe
firsttwentyfourhoursofpreordering[219]andoverfivemillionhandsetsweresoldinthefirstthreedaysofits
launch.[220]UponthelaunchoftheiPhone5SandiPhone5C,Applesetanewrecordforfirstweekend
smartphonesalesbysellingoverninemilliondevicesinthefirstthreedaysofitslaunch.[221]Thereleaseofthe
iPhone5Sand5CwasthefirsttimethatApplesimultaneouslylaunchedtwomodels.[222]

ApatentfiledinJuly2013revealedthedevelopmentofanewiPhonebatterysystemthatuseslocationdatain
combinationwithdataontheuser'shabitstomoderatethehandsetspowersettingsaccordingly.Appleis
workingtowardsapowermanagementsystemthatwillprovidefeaturessuchastheabilityoftheiPhoneto
estimatethelengthoftimeauserwillbeawayfromapowersourcetomodifyenergyusageandadetection
functionthatadjuststhechargingratetobestsuitthetypeofpowersourcethatisbeingused.[223]

InaMarch2014interview,AppledesignerJonathanIveusedtheiPhoneasanexampleofApple'sethosof
creatinghighquality,lifechangingproducts.Heexplainedthatthephonesarecomparativelyexpensivedueto
theintensiveeffortthatisusedtomakethem:

Wedon'ttakesolongandmakethewaywemakeforfiscalreasons...Quitethereverse.Thebody
ismadefromasinglepieceofmachinedaluminium...Thewholethingispolishedfirsttoamirror
finishandthenisveryfinelytextured,exceptfortheApplelogo.Thechamfers[smoothedoff
edges]arecutwithdiamondtippedcutters.Thecuttersdon'tusuallylastverylong,sowehadto
figureoutawayofmassmanufacturinglonglastingones.Thecameracoverissapphirecrystal.
LookatthedetailsaroundtheSIMcardslot.It'sextraordinary![70]

OnSeptember9,2014,AppleintroducedtheiPhone6,alongsidetheiPhone6Plusthatbothhavescreensizes
over4inches.[224]Oneyearlater,AppleintroducedtheiPhone6S,andiPhone6SPlus,whichintroducedanew
technologycalled3DTouch,includinganincreaseoftherearcamerato12MP,andtheFaceTimecamerato5
MP.[225]OnMarch21,2016,AppleintroducedtheiPhoneSEthathasa4inchsizelastusedwiththe5Sand
hasthesameinternalhardwareasthe6S.[226]

OnSeptember7,2016,AppleintroducedtheiPhone7andtheiPhone7
Plus,whichfeatureimprovedsystemandgraphicsperformance,add
waterresistance,anewreardualcamerasystemonthe7Plusmodel,
and,controversially,removethe3.5mmheadphonejack.[227][228]

iPad

OnJanuary27,2010,Appleintroducedtheirmuchanticipatedmedia
tablet,theiPad.[229][230]Itoffersmultitouchinteractionwith
multimediaformatsincludingnewspapers,ebooks,photos,videos, IPhone7andiPhone7Pluswere
music,wordprocessingdocuments,videogames,andmostexisting introducedonSeptember7,2016.
iPhoneappsusinga9.7inchscreen.[231]Italsoincludesamobile
versionofSafariforwebbrowsing,aswellasaccesstotheAppStore,
iTunesLibrary,iBookstore,Contacts,andNotes.Contentis
downloadableviaWiFiandoptional3Gserviceorsyncedthroughthe
user'scomputer.[232]AT&TwasinitiallythesoleU.S.providerof3G
wirelessaccessfortheiPad.[233]

OnMarch2,2011,AppleintroducedtheiPad2,whichhadafaster
processorandacameraonthefrontandback.Italsoaddedsupportfor
optional3GserviceprovidedbyVerizoninadditiontoAT&T.[234]The
availabilityoftheiPad2wasinitiallylimitedasaresultofadevastating
earthquakeandtsunamiinJapaninMarch2011.[235]

ThethirdgenerationiPadwasreleasedonMarch7,2012,andmarketed
as"thenewiPad".ItaddedLTEservicefromAT&TorVerizon,an
upgradedA5Xprocessor,andRetinadisplay.Thedimensionsandform
factorremainedrelativelyunchanged,withthenewiPadbeingafraction
thickerandheavierthanthepreviousversionandfeaturingminor
positioningchanges.[236]
iPadAir2inGold
OnOctober23,2012,Apple'sfourthgenerationiPadcameout,
marketedasthe"iPadwithRetinadisplay".ItaddedtheupgradedA6X
processorandreplacedthetraditional30pindockconnectorwiththealldigitalLightningconnector.[237]The
iPadMiniwasalsointroduced.Itfeaturedareduced7.9inchdisplayandmuchofthesameinternal
specificationsastheiPad2.[238]

OnOctober22,2013,AppleintroducedtheiPadAirandtheiPadMiniwithRetinaDisplay,bothfeaturinga
new64bitAppleA7processor.[239]

TheiPadAir2wasunveiledonOctober16,2014.Itaddedbettergraphicsandcentralprocessingandacamera
burstmodeaswellasminorupdates.TheiPadMini3wasunveiledatthesametime.[239]

Sinceitslaunch,iPadusershavedownloadedoverthreebillionapps.ThetotalnumberofAppStore
downloads,asofJune2015,isover100billion.[240]

OnSeptember9,2015,AppleannouncedtheiPadPro,aniPadwitha12.9inchdisplaythatsupportstwonew
accessories,theSmartKeyboardandApplePencil.[241]A9.7inchiPadProwasannouncedonMarch21,
2016.[242]

AppleWatch

TheAppleWatchsmartwatchwasannouncedbyCookonSeptember9,2014,[244][245]andreleasedonApril24,
2015.[246][247][248]ThewearabledeviceconsistsoffitnesstrackingcapabilitiesthataresimilartoFitbit,and
mustbeusedincombinationwithaniPhonetowork(onlytheiPhone5,orlatermodels,arecompatiblewith
theAppleWatch).[249][250]

ThesecondgenerationofAppleWatch,AppleWatchSeries2andAppleWatchSeries1werereleasedin
September2016.[251]

AppleTV

Atthe2007Macworldconference,JobsdemonstratedtheAppleTV(previouslyknownastheiTV),[252]aset
topvideodeviceintendedtobridgethesaleofcontentfromiTuneswithhighdefinitiontelevisions.Thedevice
linksuptoauser'sTVandsyncs,eitherviaWiFiorawirednetwork,withonecomputer'siTuneslibraryand
streamscontentfromanadditionalfour.TheAppleTVoriginally
incorporateda40GBharddriveforstorage,includedoutputsforHDMI
andcomponentvideo,andplayedvideoatamaximumresolutionof
720p.[253]OnMay31,2007,a160GBharddiskdrivewasreleased
alongsidetheexisting40GBmodel.[254]Asoftwareupdatereleasedon
January15,2008,allowedmediatobepurchaseddirectlyfromthe
AppleTV.[255]

InSeptember2009,Applediscontinuedtheoriginal40GBAppleTV TheAppleWatchquicklybecamethe
andnowcontinuestoproduceandsellthe160GBAppleTV.On bestsellingwearabledevice,withthe
September1,2010,ApplereleasedacompletelyredesignedAppleTV. shipmentof11.4millionsmart
Thenewdeviceis1/4thesize,runsquieter,andreplacestheneedfora watchesinthefirsthalfof2015,
harddrivewithmediastreamingfromanyiTuneslibraryonthenetwork accordingtoanalystfirm
alongwith8GBofflashmemorytocachemediadownloaded.Likethe Canalys. [243]
iPadandtheiPhone,AppleTVrunsonanA4processor.Thememory
includedinthedeviceishalfofthatintheiPhone4at256MBthe
sameastheiPad,iPhone3GS,thirdandfourthgenerationiPodTouch.[256]

IthasHDMIoutastheonlyvideooutsource.FeaturesincludeaccesstotheiTunesStoretorentmoviesand
TVshows(purchasinghasbeendiscontinued),streamingfrominternetvideosources,includingYouTubeand
Netflix,andmediastreamingfromaniTuneslibrary.Applealsoreducedthepriceofthedeviceto$99.Athird
generationofthedevicewasintroducedatanAppleeventonMarch7,2012,withnewfeaturessuchashigher
resolution(1080p)andanewuserinterface.

AttheSeptember9,2015,event,AppleunveiledanoverhauledAppleTV,whichnowrunsavariantofOSX,
tvOS,andcontains32GBor64GBofNANDFlashtostoregames,programs,andtocachethecurrentmedia
playing.ThereleasealsocoincidedwiththeopeningofaseparateAppleTVAppStoreandanewSiriRemote
withaglasstouchpad,gyroscope,andmicrophone.

Software

AppledevelopsitsownoperatingsystemtorunonMacs,macOS,the
latestversionbeingmacOSSierra(version10.12).Applealso
independentlydevelopscomputersoftwaretitlesforitsmacOS
operatingsystem.MuchofthesoftwareAppledevelopsisbundledwith
itscomputers.AnexampleofthisistheconsumerorientediLife
softwarepackagethatbundlesiMovie,iPhotoandGarageBand.For
presentation,pagelayoutandwordprocessing,iWorkisavailable,
whichincludesKeynote,Pages,andNumbers.iTunes,QuickTime
mediaplayer,andSoftwareUpdateareavailableasfreedownloadsfor
bothmacOSandWindows. AppleWorldwideDevelopers
ConferenceisheldannuallybyApple
Applealsooffersarangeofprofessionalsoftwaretitles.Theirrangeof toshowcaseitsnewsoftwareand
serversoftwareincludestheoperatingsystemmacOSServerApple technologiesforsoftwaredevelopers.
RemoteDesktop,aremotesystemsmanagementapplicationandXsan,
aStorageAreaNetworkfilesystem.Fortheprofessionalcreativemarket,thereisFinalCutPro,avideo
productionsuiteLogicPro,acomprehensivemusictoolkitandMotion,anadvancedeffectscomposition
program.

ApplealsooffersonlineserviceswithiCloud,whichprovidescloudstorageandsyncingforawiderangeof
data,includingemail,contacts,calendars,photos,anddocuments.ItalsooffersiOSdevicebackup,andisable
tointegratedirectlywiththirdpartyappsforevengreaterfunctionality.iCloudisthefourthgenerationof
onlineservicesprovidedbyApple,andwasprecededbyMobileMe,.MacandiTools,allwhichmetvarying
degreesofsuccess.
Electricvehicles

AccordingtotheSydneyMorningHerald,Applewantstostartproducinganelectriccarwithautonomous
drivingassoonas2020.Applehasmadeeffortstorecruitbatterydevelopmentengineersandotherelectric
automobileengineersfromA123Systems,LGChem,SamsungElectronics,Panasonic,Toshiba,Johnson
ControlsandTeslaMotors.[257]

AppleEnergy

AppleEnergy,LLCisawhollyownedsubsidiaryofAppleInc.thatsellssolarenergy.AsofJune6,2016,
Apple'ssolarfarmsinCaliforniaandNevadahavebeendeclaredtoprovide217.9megawattsofsolar
generationcapacity.[258][259]Inadditiontothecompany'ssolarenergyproduction,Applehasreceived
regulatoryapprovaltoconstructalandfillgasenergyplantinNorthCarolina.Applewillusethemethane
emissionstogenerateelectricity.[260]Apple'sNorthCarolinadatacenterisalreadypoweredentirelywith
energyfromrenewablesources.[261]

Corporateidentity
Logo

AccordingtoSteveJobs,thecompany'snamewasinspiredbyhisvisittoanapplefarmwhileonafruitarian
diet.Jobsthoughtthename"Apple"was"fun,spiritedandnotintimidating".[263]

Apple'sfirstlogo,designedbyRonWayne,depictsSirIsaacNewtonsittingunderanappletree.Itwasalmost
immediatelyreplacedbyRobJanoff's"rainbowApple",thenowfamiliarrainbowcoloredsilhouetteofan
applewithabitetakenoutofit.JanoffpresentedJobswithseveraldifferentmonochromaticthemesforthe
"bitten"logo,andJobsimmediatelytookalikingtoit.However,Jobsinsistedthatthelogobecolorizedto
humanizethecompany.[264][265]Thelogowasdesignedwithabitesothatitwouldnotbeconfusedwitha
cherry.[266]Thecoloredstripeswereconceivedtomakethelogomoreaccessible,andtorepresentthefactthe
AppleIIcouldgenerategraphicsincolor.[266]ThislogoisoftenerroneouslyreferredtoasatributetoAlan
Turing,withthebitemarkareferencetohismethodofsuicide.[267][268]BothJanoffandAppledenyany
homagetoTuringinthedesignofthelogo.[266][269]

OnAugust27,1999[270](theyearfollowingtheintroductionoftheiMacG3),Appleofficiallydroppedthe
rainbowschemeandbegantousemonochromaticlogosnearlyidenticalinshapetothepreviousrainbow
incarnation.AnAquathemedversionofthemonochromelogowasusedfrom1998to2003,andaglass
themedversionwasusedfrom2007to2013.[271]

SteveJobsandSteveWozniakwereBeatlesfans,[272][273]butAppleInc.hadnameandlogotrademarkissues
withAppleCorpsLtd.,amultimediacompanystartedbytheBeatlesin1967.Thisresultedinaseriesof
lawsuitsandtensionbetweenthetwocompanies.Theseissuesendedwithsettlingoftheirmostrecentlawsuit
in2007.[274]

Advertising

Apple'sfirstslogan,"ByteintoanApple",wascoinedinthelate1970s.[275]From1997to2002,theslogan
"ThinkDifferent"wasusedinadvertisingcampaigns,andisstillcloselyassociatedwithApple.[276]Applealso
hasslogansforspecificproductlinesforexample,"iThink,thereforeiMac"wasusedin1998topromotethe
iMac,[277]and"SayhellotoiPhone"hasbeenusediniPhoneadvertisements.[278]"Hello"wasalsousedto
introducetheoriginalMacintosh,Newton,iMac("hello(again)"),andiPod.[279]
FromtheintroductionoftheMacintoshin1984withthe1984SuperBowlcommercialto
themoremodern'GetaMac'adverts,Applehasbeenrecognizedforitseffortstowards
effectiveadvertisingandmarketingforitsproducts.However,claimsmadebylater
campaignswerecriticized,[280]particularlythe2005PowerMacads.[281]Apple'sproduct
commercialsgainedalotofattentionasaresultoftheireyepoppinggraphicsandcatchy
tunes.[282]Musicianswhobenefitedfromanimprovedprofileasaresultoftheirsongs
beingincludedonApplecommercialsincludeCanadiansingerFeistwiththesong"1234"
andYaelNamwiththesong"NewSoul".[282]
FirstApplelogo
Brandloyalty (April1,1976,
Prototype)[262]
Applecustomersgainedareputationfordevotionandloyaltyearlyinthecompany's
history.BYTEin1984statedthat[284]

Therearetwokindsofpeopleintheworld:peoplewhosayAppleisn'tjusta
company,it'sacauseandpeoplewhosayAppleisn'tacause,it'sjusta
company.Bothgroupsareright.Naturehassuspendedtheprincipleof
Firstofficial
noncontradictionwhereAppleisconcerned.
Applelogoused
Appleismorethanjustacompanybecauseitsfoundinghassomeofthe fromApril1977
qualitiesofmyth...Appleistwoguysinagarageundertakingthemissionof to1998[262]
bringingcomputingpower,oncereservedforbigcorporations,toordinary
individualswithordinarybudgets.Thecompany'sgrowthfromtwoguystoa
billiondollarcorporationexemplifiestheAmericanDream.Evenasalarge
corporation,AppleplaysDavidtoIBM'sGoliath,andthushasthe
sympatheticroleinthatmyth.

Appleevangelistswereactivelyengagedbythecompanyatonetime,butthiswasafter Applelogo
thephenomenonhadalreadybeenfirmlyestablished.AppleevangelistGuyKawasakihas 19982003[262]
calledthebrandfanaticism"somethingthatwasstumbledupon,"[285]whileIveexplained
in2014that"Peoplehaveanincrediblypersonalrelationship"withApple'sproducts.[70]
AppleStoreopeningscandrawcrowdsofthousands,withsomewaitinginlineasmuchas
adaybeforetheopeningorflyinginfromothercountriesfortheevent.[286]Theopening
ofNewYorkCity'sFifthAvenue"Cube"storehadalinehalfamilelongafewMacfans
usedthesettingtoproposemarriage.[287]ThelinefortheGinzaopeninginTokyowas CurrentApple
estimatedtoincludethousandsofpeopleandexceededeightcityblocks.[288]Thehigh logosince
levelofbrandloyaltyhasbeencriticizedandridiculed,applyingtheepithet"Apple 2003[262]
fanboy"andmockingthelengthylinesbeforeaproductlaunch.[289]Aninternalmemo
leakedin2015suggestedthecompanyplannedtodiscouragelonglines
anddirectcustomerstopurchaseitsproductsonitswebsite.[290]

FortunemagazinenamedApplethemostadmiredcompanyinthe
UnitedStatesin2008,andintheworldfrom2008to
2012.[291][292][293][294][295]OnSeptember30,2013,Applesurpassed
CocaColatobecometheworld'smostvaluablebrandintheOmnicom
Group's"BestGlobalBrands"report.[296]BostonConsultingGrouphas
rankedAppleastheworld'smostinnovativebrandeveryyearsince
2005.[297] Appleaficionadoswaitinlinearound
anAppleStoreinanticipationofa
newproduct.
JohnSculleytoldTheGuardiannewspaperin1997:"Peopletalkabout
technology,butApplewasamarketingcompany.Itwasthemarketing "ThescenesIwitnessedatthe
companyofthedecade."[298]Researchin2002byNetRatingsindicate openingofthenewApplestorein
thattheaverageAppleconsumerwasusuallymoreaffluentandbetter London'sCoventGardenweremore
educatedthanotherPCcompanyconsumers.Theresearchindicatedthat likeanevangelicalprayermeeting
thanachancetobuyaphoneora
thiscorrelationcouldstemfromthefactthatonaverageAppleInc. laptop."
productsweremoreexpensivethanotherPCproducts.[299][300]
AlexRiley,writingforthe
InresponsetoaqueryaboutthedevotionofloyalAppleconsumers, BBC[283]
JonathanIveresponded:

Whatpeoplearerespondingtoismuchbiggerthantheobject.Theyarerespondingtosomething
rareagroupofpeoplewhodomorethansimplymakesomethingwork,theymaketheverybest
productstheypossiblycan.It'sademonstrationagainstthoughtlessnessandcarelessness.[70]

Homepage

TheApplewebsitehomepagehasbeenusedtocommemorate,orpaytributeto,milestonesandeventsoutside
ofApple'sproductofferings:

2017:MartinLutherKingJr.[301]
2016:MuhammadAli[302]
2016:BillCampbell(boardmemberandfriend)[303]
2016:MartinLutherKingJr.[304]
2014:RobinWilliams[305]
2013:NelsonMandela[306]
2011:SteveJobs[307]
2010:JeromeB.York(boardmember)[308]
2007:AlGore(boardmemberinhonorofhisNobelPeacePrize)[309]
2005:RosaParks[310]
2003:GregoryHines[311]
2001:GeorgeHarrison[312]

Headquarters

AppleInc.'sworldcorporateheadquartersarelocatedinthemiddleofSiliconValley,at16InfiniteLoop,
Cupertino,California.ThisApplecampushassixbuildingsthattotal850,000squarefeet(79,000m2)andwas
builtin1993bySobratoDevelopmentCos.[313]

ApplehasasatellitecampusinneighboringSunnyvale,California,whereithousesatestingandresearch
laboratory.[314]AppleInsiderpublishedarticleinMarch2014claimingthatApplehasatuckedawayatop
secretfacilitywhereisdevelopingtheSG5electricvehicleprojectcodenamed"Titan"undertheshellcompany
nameSixtyEightResearch.[315]

In2006,AppleannounceditsintentiontobuildasecondcampusinCupertinoabout1mile(1.6km)eastofthe
currentcampusandnexttoInterstate280.[316]ThenewcampusbuildingwillbedesignedbyNorman
Foster.[317]TheCupertinoCityCouncilapprovedtheproposed"spaceship"designcampusonOctober15,
2013,aftera2011presentationbyJobsdetailingthearchitecturaldesignofthenewbuildinganditsenvirons.
Thenewcampusisplannedtohouseupto13,000employeesinonecentral,fourstoried,circularbuilding
surroundedbyextensivelandscape.Itwillfeatureacafwithroomfor3,000sittingpeopleandparking
undergroundaswellasinaparkingstructure.The2.8millionsquarefootfacilitywillalsoincludeJobs's
originaldesignsforafitnesscenterandacorporateauditorium.[318]

Apple'sheadquartersforEurope,theMiddleEastandAfrica(EMEA)arelocatedinCorkinthesouthof
Ireland.[319][320][321][322][323][324][325]Thefacility,whichopenedin1980,wasApple'sfirstlocationoutsideof
theUnitedStates.[326]AppleSalesInternational,whichdealswithallofApple'sinternationalsalesoutsideof
theUSA,islocatedatApple'scampusinCork[327]alongwithAppleDistributionInternational,whichsimilarly
dealswithApple'sinternationaldistributionnetwork.[328]OnApril20,2012,Appleadded500newjobsatits
Europeanheadquarters,increasingthetotalworkforcefromaround2,800to3,300employees.[318][320][329]The
companywillbuildanewofficeblockonitsHollyhillCampustoaccommodatetheadditionalstaff.[330]Its
UnitedKingdomheadquartersisatStockleyParkontheoutskirtsofLondon.[331]

InFebruary2015,Appleopenedtheirnew180,000squarefootheadquartersinHerzliya,Israel,whichwill
accommodateapproximately800employees.ThisopeningwasApple'sthirdofficelocatedwithinIsraelthe
first,alsoinHerzliya,wasobtainedaspartoftheAnobitacquisition,andtheotherisaresearchcenterin
Haifa.[332][333]

Stores

Applehas478retailstores(asofMarch2016)inseventeencountries[1]andanonlinestoreavailablein39
countries.[334]Eachstoreisdesignedtosuittheneedsofthelocationandregulatoryauthorities.Applehas
receivednumerousarchitecturalawardsforitsstoredesigns,particularlyitsmidtownManhattanlocationon
FifthAvenue.[335][336]

TheAppleStoreinRegentStreet,London,wasthefirsttoopeninEuropeinNovember2004,andisthemost
profitableshopinLondonwiththehighestsalespersquarefoot,taking60,000,000pa,or2,000persquare
foot.[337]TheRegentStreetstorewassurpassedinsizebythenearbyAppleStoreinCoventGarden,whichwas
surpassedinsizebytheGrandCentralTerminalAppleStore,NewYorkCity,inDecember2011.

Ofthe43,000AppleemployeesintheUnitedStates30,000workatAppleStores.AppleStoreemployees
makeaboveaveragepayforretailemployeesandareofferedmoneytowardcollegeaswellasgym
memberships,401kplans,healthcareplans,productdiscounts,andreducedpriceonpurchaseofstock.[338]

AMay2016BusinessInsiderarticlefeaturingalengthyinterviewwithaU.K.AppleStoreretailworker
highlightedsignificantdissatisfactionsandissuesforretailworkers,includingharassmentanddeaththreats
fromcustomers,anintenseinternalcriticismpolicythatfeels"likeacult",alackofanysignificantbonusifa
workermanagestosecureabusinesscontractworth"hundredsofthousands",alackofpromotion
opportunities,and,despitea"generous"discountonanyAppleproductorApplestock,arepaidsolittlethat
manyworkersareunabletobuyproductsthemselves.[339]


FifthAvenue,NewYork London Paris

City

Sydney HongKong Barcelona Cologne

Corporateaffairs
Corporateculture

Applewasoneofseveralhighlysuccessfulcompanies
foundedinthe1970sthatbuckedthetraditionalnotionsof
corporateculture.Jobsoftenwalkedaroundtheoffice
barefootevenafterApplebecameaFortune500company.
Bythetimeofthe"1984"televisioncommercial,Apple's
informalculturehadbecomeakeytraitthatdifferentiatedit
fromitscompetitors.[340]Accordingtoa2011reportin
Fortune,thishasresultedinacorporateculturemoreakinto
astartupratherthanamultinationalcorporation.[341]

Asthecompanyhasgrownandbeenledbyaseriesof
differentlyopinionatedchiefexecutives,ithasarguablylost
someofitsoriginalcharacter.Nonetheless,ithasmaintained
areputationforfosteringindividualityandexcellencethat
reliablyattractstalentedworkers,particularlyafterJobs
returnedtothecompany.NumerousAppleemployeeshave
statedthatprojectswithoutJobs'sinvolvementoftentook
longerthanprojectswithit.[342]Torecognizethebestofits
employees,ApplecreatedtheAppleFellowsprogramwhich
awardsindividualswhomakeextraordinarytechnicalorleadershipcontributionstopersonalcomputingwhile
atthecompany.TheAppleFellowshiphassofarbeenawardedtoindividualsincludingBillAtkinson,[343]
SteveCapps,[344]RodHolt,[343]AlanKay,[345][346]GuyKawasaki,[345][347]AlAlcorn,[348]DonNorman,[345]
RichPage,[343]andSteveWozniak.[343]

AtApple,employeesarespecialistswhoarenotexposedtofunctionsoutsidetheirareaofexpertise.Jobssaw
thisasameansofhaving"bestinclass"employeesineveryrole.Forinstance,RonJohnsonSeniorVice
PresidentofRetailOperationsuntilNovember1,2011wasresponsibleforsiteselection,instoreservice,and
storelayout,yethadnocontroloftheinventoryinhisstores(thiswasdonebyCook,whohadabackgroundin
 supplychainmanagement).[349]Appleisalsoknownforstrictly
enforcingaccountability.Eachprojecthasa"directlyresponsible
individual,"or"DRI"inApplejargon.[341]Asanexample,wheniOS
seniorvicepresidentScottForstallrefusedtosignApple'sofficial
apologyfornumerouserrorsintheredesignedMapsapp,hewasforced
toresign.[350]UnlikeothermajorU.S.companiesAppleprovidesa
relativelysimplecompensationpolicyforexecutivesthatdoesnot
includeperksenjoyedbyotherCEOslikecountryclubfeesorprivate
useofcompanyaircraft.Thecompanytypicallygrantsstockoptionsto
SteveWozniakandAndyHertzfeldin executiveseveryotheryear.[351]
1985
AneditorialarticleinTheVergeinSeptember2016bytechnology
journalistThomasRickerexploredsomeofthepublic'sperceivedlackofinnovationatAppleinrecentyears,
specificallystatingthatSamsunghas"matchedandevensurpassedAppleintermsofsmartphoneindustrial
design"andcitingthebeliefthatAppleisincapableofproducinganotherbreakthroughmomentintechnology
withitsproducts.Hegoesontowritethatthecriticismfocusesonindividualpiecesofhardwareratherthanthe
ecosystemasawhole,stating"Yes,iterationisboring.Butit'salsohowAppledoesbusiness.[...]Itentersa
newmarketandthenrefinesandrefinesandcontinuesrefininguntilityieldsasuccess".Heacknowledgesthat
peoplearewishingforthe"excitementofrevolution",butarguesthatpeoplewant"thecomfortthatcomeswith
harmony".Furthermore,hewritesthat"adeviceisonlythestartingpointofanexperiencethatwillultimately
beruledbytheecosysteminwhichitwasspawned",referringtohowdecenthardwareproductscanstillfail
withoutaproperecosystem(specificallymentioningthatWalkmandidn'thaveanecosystemtokeepusersfrom
leavingoncesomethingbettercamealong),buthowAppledevicesindifferenthardwaresegmentsareableto
communicateandcooperatethroughtheiCloudcloudservicewithfeaturesincludingUniversalClipboard(in
whichtextcopiedononedevicecanbepastedonadifferentdevice)aswellasinterconnecteddevice
functionalityincludingAutoUnlock(inwhichanAppleWatchcanunlockaMacincloseproximity).He
arguesthatApple'secosystemisitsgreatestinnovation.[352]

Customerservice

In1999AppleretainedEightInc.asastrategicretaildesignpartnerandbegancreatingtheAppleretailstores.
TimKobeofEightInc.preparedan"AppleRetail"whitepaperforJobs,outliningtheabilityofseparateApple
retailstorestodirectlydrivetheApplebrandexperienceKobeusedtheirrecentlycompletedworkwithThe
NorthFaceandNikeasabasisforthewhitepaper.ThefirsttwoAppleStoresopenedonMay19,2001,in
TysonsCorner,Virginia,andGlendale,California.Morethan7,700peoplevisitedApple'sfirsttwostoresin
theopeningweekend,spendingatotalofUS$599,000.[353]AsofJune2014,Applemaintains425retailstores
infourteencountries.[354][355]InadditiontoAppleproducts,thestoressellthirdpartyproductslikesoftware
titles,digitalcameras,camcordersandhandheldorganizers.[356]

AmediaarticlepublishedinJuly2013provideddetailsaboutApple's"AtHomeAppleAdvisors"customer
supportprogramthatservesasthecorporation'scallcenter.TheadvisorsareemployedwithintheU.S.and
workremotelyafterundergoingafourweektrainingprogramandtestingperiod.Theadvisorsearnbetween
US$9and$12perhourandreceiveintensivemanagementtoensureahighqualityofcustomersupport.[357]

Manufacturing

Thecompany'smanufacturing,procurementandlogisticsenableittoexecutemassiveproductlauncheswithout
havingtomaintainlarge,profitsappinginventories.In2011,Apple'sprofitmarginswere40percent,compared
withbetween10and20percentformostotherhardwarecompanies.Cook'scatchphrasetodescribehisfocus
onthecompany'soperationalarmis:"Nobodywantstobuysourmilk".[134][358]
DuringtheMac'searlyhistoryApplegenerallyrefusedtoadoptprevailingindustrystandardsforhardware,
insteadcreatingtheirown.[359]Thistrendwaslargelyreversedinthelate1990s,beginningwithApple's
adoptionofthePCIbusinthe7500/8500/9500PowerMacs.Applehassincejoinedtheindustrystandards
groupstoinfluencethefuturedirectionoftechnologystandardssuchasUSB,AGP,HyperTransport,WiFi,
NVMe,PCIeandothersinitsproducts.FireWireisanAppleoriginatedstandardthatwaswidelyadopted
acrosstheindustryafteritwasstandardizedasIEEE1394andisalegallymandatedportinallCableTVboxes
intheUnitedStates.[360]

Laborpractices

ThecompanyadvertiseditsproductsasbeingmadeinAmericauntilthelate1990showever,asaresultof
outsourcinginitiativesinthe2000s,almostallofitsmanufacturingisnowhandledabroad.Accordingtoa
reportbyTheNewYorkTimes,Appleinsiders"believethevastscaleofoverseasfactoriesaswellasthe
flexibility,diligenceandindustrialskillsofforeignworkershavesooutpacedtheirAmericancounterpartsthat
"MadeintheU.S.A."isnolongeraviableoptionformostAppleproducts".[361]

In2006,theMailonSundayreportedontheworkingconditionsoftheChinesefactorieswherecontract
manufacturersFoxconnandInventecproducedtheiPod.[362]Thearticlestatedthatonecomplexoffactories
thatassembledtheiPodandotheritemshadover200,000workerslivingandworkingwithinit.Employees
regularlyworkedmorethan60hoursperweekandmadearound$100permonth.Alittleoverhalfofthe
workers'earningswasrequiredtopayforrentandfoodfromthecompany.[363][364][365]

Appleimmediatelylaunchedaninvestigationafterthe2006mediareport,andworkedwiththeirmanufacturers
toensureacceptableworkingconditions.[366]In2007,Applestartedyearlyauditsofallitssuppliersregarding
worker'srights,slowlyraisingstandardsandpruningsuppliersthatdidnotcomply.Yearlyprogressreports
havebeenpublishedsince2008.[367]In2011,Appleadmittedthatitssuppliers'childlaborpracticesinChina
hadworsened.[368]

TheFoxconnsuicidesoccurredbetweenJanuaryandNovember2010,when18[369]Foxconn(Chinese:
)employeesattemptedsuicide,resultingin14deathsthecompanywastheworld'slargestcontract
electronicsmanufacturer,forclientsincludingApple,atthetime.[369][370][371]Thesuicidesdrewmedia
attention,andemploymentpracticesatFoxconnwereinvestigatedbyApple.[372]Appleissuedapublic
statementaboutthesuicides,andcompanyspokespersonStevenDowlingsaid:

[Appleis]saddenedandupsetbytherecentsuicidesatFoxconn...AteamfromAppleis
independentlyevaluatingthestepstheyaretakingtoaddressthesetragiceventsandwewill
continueourongoinginspectionsofthefacilitieswhereourproductsaremade.[373]

Thestatementwasreleasedaftertheresultsfromthecompany'sprobeintoitssuppliers'laborpracticeswere
publishedinearly2010.Foxconnwasnotspecificallynamedinthereport,butAppleidentifiedaseriesof
seriouslaborviolationsoflaborlaws,includingApple'sownrules,andsomechildlaborexistedinanumberof
factories.[373]Applecommittedtotheimplementationofchangesfollowingthesuicides.[374]

Alsoin2010,workersinChinaplannedtosueiPhonecontractorsoverpoisoningbyacleanerusedtoclean
LCDscreens.Oneworkerclaimedthatheandhiscoworkershadnotbeeninformedofpossibleoccupational
illnesses.[375]AfterahighsuiciderateinaFoxconnfacilityinChinamakingiPadsandiPhones,albeitalower
ratethanthatofChinaasawhole,[376]workerswereforcedtosignalegallybindingdocumentguaranteeing
thattheywouldnotkillthemselves.[377]WorkersinfactoriesproducingAppleproductshavealsobeenexposed
tonhexane,aneurotoxinthatisacheaperalternativethanalcoholforcleaningtheproducts.[378][379][380]
A2014BBCinvestigationfoundexcessivehoursandotherproblemspersisted,despiteApple'spromiseto
reformfactorypracticeafterthe2010Foxconnsuicides.ThePegatronfactorywasonceagainthesubjectof
review,asreportersgainedaccesstotheworkingconditionsinsidethroughrecruitmentasemployees.While
theBBCmaintainedthattheexperiencesofitsreportersshowedthatlaborviolationswerecontinuingsince
2010,ApplepubliclydisagreedwiththeBBCandstated:"Weareawareofnoothercompanydoingasmuchas
Appletoensurefairandsafeworkingconditions".[374]

InDecember2014,theInstituteforGlobalLabourandHumanRightspublishedareportwhichdocumented
inhumaneconditionsforthe15,000workersataZhenDingTechnologyfactoryinShenzhen,China,which
servesasamajorsupplierofcircuitboardsforApple'siPhoneandiPad.Accordingtothereport,workersare
pressuredinto65hourworkweekswhichleavesthemsoexhaustedthattheyoftensleepduringlunchbreaks.
Theyarealsomadetoresidein"primitive,darkandfilthydorms"wheretheysleep"onplywood,withsixto
tenworkersineachcrowdedroom."Omnipresentsecuritypersonnelalsoroutinelyharassandbeatthe
workers.[381][382]

Environmentalpracticesandinitiatives

Energyandresources

FollowingaGreenpeaceprotest,ApplereleasedastatementonApril17,2012,committingtoendingitsuseof
coalandshiftingto100%renewablecleanenergy.[383][384]By2013Applewasusing100%renewableenergy
topowertheirdatacenters.Overall,75%ofthecompany'spowercamefromcleanrenewablesources.[385]

In2010,ClimateCounts,anonprofitorganizationdedicatedtodirectingconsumerstowardthegreenest
companies,gaveAppleascoreof52pointsoutofapossible100,whichputsAppleintheirtopcategory
"Striding".[386]ThiswasanincreasefromMay2008,whenClimateCountsonlygaveApple11pointsoutof
100,whichplacedthecompanylastamongelectronicscompanies,atwhichtimeClimateCountsalsolabeled
Applewitha"stuckicon",addingthatAppleatthetimewas"achoicetoavoidfortheclimateconscious
consumer".[387]

Asof2016,Applestatesthat100%ofitsU.S.operationsrunonrenewableenergy,100%ofApple'sdata
centersrunonrenewableenergyand93%ofApple'sglobaloperationsrunonrenewableenergy.[388]However,
thefacilitiesareconnectedtothelocalgridwhichusuallycontainsamixoffossilandrenewablesources,so
Applecarbonoffsetsitselectricityuse.[389][390]TheElectronicProductEnvironmentalAssessmentTool
(EPEAT)allowsconsumerstoseetheeffectaproducthasontheenvironment.EachproductreceivesaGold,
Silver,orBronzerankdependingonitsefficiencyandsustainability.EveryAppletablet,notebook,desktop
computer,anddisplaythatEPEATranksachievesaGoldrating,thehighestpossible.AlthoughApple'sdata
centersrecyclewater35times,[391]theincreasedactivityinretail,corporateanddatacentersalsoincreasethe
amountofwateruseto573milliongallonsin2015.[392]

InMay2015,GreenpeaceevaluatedthestateoftheGreenInternetandcommendedAppleontheir
environmentalpracticessaying,"Apple'scommitmenttorenewableenergyhashelpedsetanewbarforthe
industry,illustratinginveryconcretetermsthata100%renewableInternetiswithinitsreach,andproviding
severalmodelsofinterventionforothercompaniesthatwanttobuildasustainableInternet."[393]

DuringaneventonMarch21,2016,Appleprovidedastatusupdateonitsenvironmentalinitiativetobe100%
renewableinallofitsworldwideoperations.LisaP.Jackson,Apple'svicepresidentofEnvironment,Policy
andSocialInitiativeswhoreportsdirectlytoCEO,TimCook,announcedthatasofMarch2016,93%of
Apple'sworldwideoperationsarepoweredwithrenewableenergy.Alsofeaturedwasthecompany'seffortsto
usesustainablepaperintheirproductpackaging99%ofallpaperusedbyAppleintheproductpackaging
comesfrompostconsumerrecycledpaperorsustainablymanagedforests,asthecompanycontinuesitsmove
toallpaperpackagingforallofitsproducts.[394][395]AppleworkinginpartnershipwithConservationFund,
havepreserved36,000acresofworkingforestsinMaineandNorthCarolina.Anotherpartnershipannouncedis
withtheWorldWildlifeFundtopreserveupto1,000,000acresofforestsinChina.Featuredwasthecompany's
installationofa40MWsolarpowerplantintheSichuanprovinceofChinathatwastailormadetocoexistwith
theindigenousyaksthateathayproducedontheland,byraisingthepanelstobeseveralfeetoffoftheground
sotheyaksandtheirfeedwouldbeunharmedgrazingbeneaththearray.Thisinstallationalonecompensates
formorethanalloftheenergyusedinApple'sStoresandOfficesinthewholeofChina,negatingthe
company'senergycarbonfootprintinthecountry.InSingapore,ApplehasworkedwiththeSingaporean
governmenttocovertherooftopsof800buildingsinthecitystatewithsolarpanelsallowingApple's
Singaporeoperationstoberunon100%renewableenergy.Liamwasintroducedtotheworld,anadvanced
roboticdisassemblerandsorterdesignedbyAppleEngineersinCaliforniaspecificallyforrecyclingoutdated
orbrokeniPhones.Reusesandrecyclespartsfromtradedinproducts.[396]

AppleannouncedonAugust16,2016,thatLensTechnology,oneofitsmajorsuppliersinChina,has
committedtopowerallitsglassproductionforApplewith100percentrenewableenergyby2018.The
commitmentisalargestepinApple'seffortstohelpmanufacturerslowertheircarbonfootprintinChina.[397]
Applealsoannouncedthatall14ofitsfinalassemblysitesinChinaarenowcompliantwithUL'sZeroWaste
toLandfillvalidation.Thestandard,whichstartedinJanuary2015,certifiesthatallmanufacturingwasteis
reused,recycled,composted,orconvertedintoenergy(whennecessary).Sincetheprogrambegan,nearly,
140,000metrictonsofwastehavebeendivertedfromlandfills.[398]

Toxins

FollowingfurthercampaignsbyGreenpeace,[399]in2008,Applebecamethefirstelectronicsmanufacturerto
fullyeliminateallpolyvinylchloride(PVC)andbrominatedflameretardants(BFRs)initscompleteproduct
line.[400][401]InJune2007,Applebeganreplacingthecoldcathodefluorescentlamp(CCFL)backlitLCD
displaysinitscomputerswithmercuryfreeLEDbacklitLCDdisplaysandarsenicfreeglass,startingwiththe
upgradedMacBookPro.[402][403][404][405]Appleofferscomprehensiveandtransparentinformationaboutthe
CO2e,emissions,materials,andelectricalusageconcerningeveryproducttheycurrentlyproduceorhavesold
inthepast(andwhichtheyhaveenoughdataneededtoproducethereport),intheirportfolioontheir
homepage.Allowingconsumerstomakeinformedpurchasingdecisionsontheproductstheyofferforsale.[406]
InJune2009,Apple'siPhone3GSwasfreeofPVC,arsenic,andBFRs.[402][407]AllAppleproductsnowhave
mercuryfreeLEDbacklitLCDdisplays,arsenicfreeglass,andnonPVCcables.AllAppleproductshave
EPEATGoldstatusandbeatthelatestEnergyStarguidelinesineachproduct'srespectiveregulatory
category.[402][408]

InNovember2011,ApplewasfeaturedinGreenpeace'sGuidetoGreenerElectronics,whichrankselectronics
manufacturersonsustainability,climateandenergypolicy,andhow"green"theirproductsare.Thecompany
rankedfourthoffifteenelectronicscompanies(movingupfiveplacesfromthepreviousyear)withascoreof
4.6/10.[409][410]GreenpeacepraisesApple'ssustainability,notingthatthecompanyexceededits70%global
recyclinggoalin2010.ItcontinuestoscorewellontheproductsratingwithallAppleproductsnowbeingfree
ofPVCplasticandBFRs.However,theguidecriticizesAppleontheEnergycriteriafornotseekingexternal
verificationofitsgreenhousegasemissionsdataandfornotsettingoutanytargetstoreduceemissions.[411]In
January2012,Applerequestedthatitscablemaker,Volex,beginproducinghalogenfreeUSBandpower
cables.[412]

Greenbonds

InFebruary2016,AppleissuedaUS$1.5billiongreenbond(climatebond),thefirsteverofitskindbyaU.S.
techcompany.Thegreenbondproceedsarededicatedtothefinancingofenvironmentalprojects.[413]

Finance
Appleistheworld'slargestinformationtechnologycompanybyrevenueandtheworld'ssecondlargestmobile
phonemanufacturer.[10]Itisalsothelargestpubliclytradedcorporationintheworldbymarketcapitalization,
withanestimatedmarketcapitalizationof$446billionbyJanuary2014.[414]OnFebruary17,2015,Apple
becamethefirstUScorporationtobevaluedatover$750B.[415]AsofMarch2016,Applemaintains475retail
storesinseventeencountries,ofwhich207areoutsidetheU.S.,[1]aswellastheonlineAppleStoreandiTunes
Store,thelatterofwhichistheworld'slargestmusicretailer.[416]Itemploys115,000permanentfulltime
employeesasofJuly2015[5]and3,300temporaryfulltimeemployeesasofSeptember2012worldwide.

InitsfiscalyearendinginSeptember2011,AppleInc.reportedatotalof$108billioninannualrevenuesa
significantincreasefromits2010revenuesof$65billionandnearly$82billionincashreserves.[417]On
March19,2012,Appleannouncedplansfora$2.65persharedividendbeginninginfourthquarterof2012,per
approvalbytheirboardofdirectors.[418]OnSeptember2012,Applereachedarecordsharepriceofmorethan
$705andclosedatabove700.[419]With936,596,000outstandingshares(asofJune30,2012),[420]

Thecompany'sworldwideannualrevenuein2013totaled$170billion.[421]InMay2013,Appleenteredthetop
tenoftheFortune500listofcompaniesforthefirsttime,rising11placesaboveits2012rankingtotakethe
sixthposition.[422]Asof2016,ApplehasaroundUS$234billionofcashandmarketablesecurities,ofwhich
90%islocatedoutsidetheUnitedStatesfortaxpurposes.[423]

Appleamassed65%ofallprofitsmadebytheeightlargestworldwidesmartphonemanufacturersinquarter
oneof2014,accordingtoareportbyCanaccordGenuity.Inthefirstquarterof2015,thecompanygarnered
92%ofallearnings.[424]

Taxpractices

ApplehascreatedsubsidiariesinlowtaxplacessuchasIreland,theNetherlands,LuxembourgandtheBritish
VirginIslandstocutthetaxesitpaysaroundtheworld.AccordingtoTheNewYorkTimes,inthe1980sApple
wasamongthefirsttechcompaniestodesignateoverseassalespeopleinhightaxcountriesinamannerthat
allowedthecompanytosellonbehalfoflowtaxsubsidiariesonothercontinents,sidesteppingincometaxes.
Inthelate1980sApplewasapioneerofanaccountingtechniqueknownasthe"DoubleIrishwithaDutch
sandwich,"whichreducestaxesbyroutingprofitsthroughIrishsubsidiariesandtheNetherlandsandthento
theCaribbean.[425]

BritishConservativePartyMemberofParliamentCharlieElphickepublishedresearchonOctober30,
2012,[426]whichshowedthatsomemultinationalcompanies,includingAppleInc.,weremakingbillionsof
poundsofprofitintheUK,butwerepayinganeffectivetaxratetotheUKTreasuryofonly3percent,well
belowstandardcorporationtax.HefollowedthisresearchbycallingontheChancelloroftheExchequer
GeorgeOsbornetoforcethesemultinationals,whichalsoincludedGoogleandTheCocaColaCompany,to
statetheeffectiverateoftaxtheypayontheirUKrevenues.Elphickealsosaidthatgovernmentcontracts
shouldbewithheldfrommultinationalswhodonotpaytheirfairshareofUKtax.[427]

ItisamatterofpublicrecordthatAppleInc.isthesinglelargesttaxpayertotheDepartmentoftheTreasuryof
theUnitedStatesofAmericawithaneffectivetaxrateofapproximatelyof26%asoftheSecondQuarterofthe
AppleFiscalYear2016.[428]

In2015,ReutersreportedthatApplehadearningsabroadof$54.4billionwhichwereuntaxedbytheIRSofthe
UnitedStates.UnderU.S.taxlawgovernedbytheIRC,corporationsdon'tpayincometaxonoverseasprofits
unlesstheprofitsarerepatriatedintotheUnitedStatesandassuchApplearguesthattobenefititsshareholders
itwillleaveitoverseasuntilarepatriationholidayorcomprehensivetaxreformtakesplaceintheUnited
States.[429][430]
OnAugust30,2016,afterathreeyearinvestigationbytheEU'scompetitioncommissionerthatconcludedthat
Applereceived"illegalstateaid"fromIreland,theEUorderedAppletopay13billioneuros($14.5billion),
plusinterest,inunpaidtaxes.[431]Specifically,thecommissionerfoundthatApplehadbenefittedfromIrish
DepartmentofRevenuetaxrulingsthatallowedittosplittheprofitsrecordedbyAppleSalesInternational
internallybetweenitsIrishbranchandastateless"headoffice"entitylackingemployeesorpremises(permitted
underIrishlawuntil2013).[432]TheChancellorofAustria,ChristianKern,putthisdecisionintoperspectiveby
statingthat"everyViennesecafe,everysausagestandpaysmoretaxinAustriathanamultinational
corporation".[433]

Ownership

AppleInc.isajointstockcompanyregisteredwiththeSEC.Asof30December2016,ithas5,257,816,000
outstandingshares.Thesearemainlyheldbyinstitutionalinvestorsandfunds.[434][435]

6.43%(337,545,664):TheVanguardGroup,Inc.
4.19%(219,739,579):StateStreetCorporation
3.01%(157,982,573):FMR,LLC
2.76%(144,750,804):BlackRockInstitutionalTrustCompany
2.01%(105,224,082):VanguardTotalStockMarketIndexFund
1.46%(76,838,518):BlackRockFundAdvisors
1.42%(74,581,785):Vanguard500IndexFund
1.26%(66,180,770):NorthernTrustCorporation
1.14%(59,781,550):VanguardInstitutionalIndexFundInstitutionalIndexFund
1.11%(58,148,652):BankofNewYorkMellonCorporation
1.09%(57,359,652):BerkshireHathaway,Inc.
1.08%(56,659,296):SPDRS&P500ETFTrust
1.06%(55,512,801):T.RowePriceAssociatesInc.

Litigation

Applehasbeenaparticipantinvariouslegalproceedingsandclaimssinceitbeganoperation.[436]Inparticular,
Appleisknownforandpromotesitselfasactivelyandaggressivelyenforcingitsintellectualpropertyinterests.
SomelitigationexamplesincludeApplev.Samsung,Applev.Microsoft,MotorolaMobilityv.AppleInc.,and
AppleCorpsv.AppleComputer.Applehasalsohadtodefenditselfagainstchargesonnumerousoccasionsof
violatingintellectualpropertyrights.Mosthavebeendismissedinthecourtsasshellcompaniesknownas
patenttrolls,withnoevidenceofactualuseofpatentsinquestion.[437]Mostrecently,onDecember21,2016,
NokiaannouncedthatintheU.S.andGermany,ithasfiledasuitagainstApple,claimingthatthelatter's
productsinfringeonNokia'spatents.[438][439]

Privacystance

ApplehasmadeclearitsstanceonprivacyandassuchhasmadeavailableTransparencyReportsonthe
GovernmentalRequestsitreceives.Applestatesplainly,"OndevicesrunningiOS8andlaterversions,your
personaldataisplacedundertheprotectionofyourpasscode.[305]ForalldevicesrunningiOS8andlater
versions,ApplewillnotperformiOSdataextractionsinresponsetogovernmentsearchwarrantsbecausethe
filestobeextractedareprotectedbyanencryptionkeythatistiedtotheuser'spasscode,whichAppledoesnot
possess."[440]

Initslatest"WhoHasYourBack?"report,onceagaintheElectronicFrontierFoundation(EFF)awardedApple
5outof5stars"commend[ing]Appleforitsstrongstanceregardinguserrights,transparency,andprivacy."[441]
FollowingmediareportsaboutPRISM,NSA'smassiveelectronicsurveillanceprogram,inJune2013,several
technologycompanieswereidentifiedasparticipants,includingApple.Accordingtoleaksofsaidprogram,
ApplejoinedthePRISMprogramin2012.[442]

Charitablecauses

Appleisapartnerof(PRODUCT)RED,afundraisingcampaignforAIDScharity.InNovember2014,Apple
arrangedforallAppStorerevenueinatwoweekperiodtogotothefundraiser,[443]generatingmorethan
US$20million,[444][445]andinMarch2017,itreleasedaniPhone7witharedcolorfinish.[446][447]

InNovember2012,Appledonated$2.5milliontotheAmericanRedCrosstoaidreliefeffortsafterHurricane
Sandy.[448]

OnApril14,2016,AppleandtheWorldWideFundforNature(WWF)announcedthattheyhaveengagedina
partnershipto,"helpprotectlifeonourplanet."ApplereleasedaspecialpageintheiTunesAppStore,Apps
forEarth.Inthearrangement,ApplehascommittedthatthroughApril24,WWFwillreceive100%ofthe
proceedsfromtheapplicationsparticipatingintheAppStoreviaboththepurchasesofanypaidappsandthe
InAppPurchases.AppleandWWF'sAppsforEarthcampaignraisedmorethan$8millionintotalproceedsto
supportWWF'sconservationwork.WWFannouncedtheresultsatWWDC2016inSanFrancisco.[449][450][451]

Seealso
Applemediaevents
Pixar
AppleInc.Wikipediabook

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Furtherreading
GilAmelio,WilliamL.Simon(1999),OntheFiringLine:My500DaysatAppleISBN9780887309199
JimCarlton,Apple:TheInsideStoryofIntrigue,EgomaniaandBusinessBlundersISBN9780887309656
AlanDeutschman(2000),TheSecondComingofSteveJobs,Broadway,ISBN9780767904322
AndyHertzfeld(2004),RevolutionintheValley,O'ReillyBooksISBN9780596007195
PaulKunkel,AppleDesign:TheWorkoftheAppleIndustrialDesignGroupISBN9781888001259
AdamLashinsky(2013).InsideApple:HowAmerica'sMostAdmiredandSecretiveCompanyReallyWorks.
ISBN9781455512164.
StevenLevy(1994),InsanelyGreat:TheLifeandTimesofMacintosh,theComputerThatChangedEverythingISBN
9780140291773
OwenLinzmayer(2004),AppleConfidential2.0,NoStarchPressISBN9781593270100
MichaelS.Malone(1999),InfiniteLoopISBN9780385486842
FrankRose(1990),WestofEden:TheEndofInnocenceatAppleComputer,PenguinBooksISBN978014009372
8
JohnSculley,JohnA.Byrne(1987)Odyssey:PepsitoApple,HarperCollins,ISBN9780060157807
SteveWozniak,GinaSmith(2006),iWoz:FromComputerGeektoCultIcon:HowIInventedthePersonal
Computer,CoFoundedApple,andHadFunDoingIt,W.W.Norton&Company,ISBN9780393061437
JeffreyS.Young(1988).SteveJobs,TheJourneyistheReward,LynxBooks,ISBN9781558023789
JeffreyS.Young,WilliamL.Simon(2005),iConSteveJobs:TheGreatestSecondActintheHistoryofBusiness,
JohnWiley&Sons,ISBN9780471720836

Externallinks
Officialwebsite(https://apple.com)
BusinessdataforAppleInc.:GoogleFinance(https://www.google.com/finance?q=22144)Yahoo!
Finance(https://finance.yahoo.com/q?s=AAPL)Reuters(http://www.reuters.com/finance/stocks/overvi
ew?symbol=AAPL)SECfilings(https://www.sec.gov/cgibin/browseedgar?action=getcompany&CIK
=320193)
AppleInc.companies(https://opencorporates.com/corporate_groupings/Apple)groupedat
OpenCorporates
GeographicdatarelatedtoAppleInc.headquarters(https://www.openstreetmap.org/browse/way/3346
3538)atOpenStreetMap

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