1. Apple Inc.
From Wikipedia, the free encyclopedia
Apple Inc. (NASDAQ: AAPL; formerly Apple Computer, Inc.) is an
Americanmultinational corporation that designs and sells consumer electronics,
computer software, and personal computers. The company's best-known hardware
products are theMacintosh line of computers, the iPod, the iPhone and the iPad. Its
software includes theMac OS X operating system; the iTunes media browser;
the iLife suite of multimedia and creativity software; the iWork suite of
productivity software; Aperture, a professional photography package; Final Cut
Studio, a suite of professional audio and film-industry software products; Logic
Studio, a suite of music production tools; the Safari web browser; and iOS, a
mobile operating system. Apple is the world's third-largest mobile phone
makerafter Samsung Electronics and Nokia.[5]
As of July 2011, Apple has 364 retail stores in thirteen countries,[6] and an online
store.[7]It is the largest publicly traded company in the world by market
capitalization, [8] [9] as well as the largest technology company in the world by
revenue and profit, more thanGoogle and Microsoft combined.[10][11] As of
September 24, 2011, the company had 60,400 permanent full-time employees and
2,900 temporary full-time employees worldwide;[4] its worldwide annual revenue
in 2010 totalled $65 billion, growing to $108 billion in 2011.[3]
Fortune magazine named Apple the most admired company in the United States in
2008, and in the world from 2008 to 2012.[12][13][14][15][16] However, the company
has receivedwidespread criticism for its contractors' labor, and for its
environmental and business practices.[17][18]
Established on April 1, 1976 in Cupertino, California, and incorporated January 3,
1977,[19]the company was named Apple Computer, Inc. for its first 30 years. The
word "Computer" was removed from its name on January 9, 2007,[20] as its
traditional focus on personal computers shifted towards consumer electronics.[21]

2. Apple Inc.
Type Public
Traded as NASDAQ: AAPL
NASDAQ-100 component
S&P 500 component
Industry Computer hardware
Computer software
Consumer electronics
Digital distribution
Founded April 1,
1976 (incorporatedJanuary 3,
1977 as Apple Computer,
Inc.)
Founder(s) Steve Jobs
Steve Wozniak
Ronald Wayne[1]
Headquarters Apple Campus, 1 Infinite
Loop,Cupertino,
California, U.S.
Number of 364 retail stores(as of
locations October 2011)

3. Area served Worldwide
Key people Tim Cook (CEO)
Arthur D.
Levinson(Chairman)[2]
Sir Jonathan
Ive (SVP ofIndustrial
Design)
Steve Jobs (Chairman, 1976-
1985, 2011; CEO, 1997–
2011)
Products Products list[show]
Services Services list[show]
Revenue US$
108.249 billion (2011)[3]
Operating US$ 33.790 billion
income (2011)[3]
Net income US$ 25.922 billion
(2011)[3]
Total assets US$ 116.371 billion
(2011)[3]
Total equity US$ 76.615 billion
(2011)[3]
Employees 60,400 (2011)[4]
Subsidiaries Braeburn Capital, FileMaker
Inc., Anobit
Website Apple.com

4. History
1976–1980: The early years
Apple was established on April 1, 1976 by Steve Jobs, Steve Wozniak, and Ronald
Wayne,[1] to sell the Apple I personal computer kit. They were hand-built by
Wozniak[22][23] and first shown to the public at the Homebrew Computer
Club.[24] The Apple I was sold as amotherboard (with CPU, RAM, and basic
textual-video chips)—less than what is today considered a complete personal
computer.[25]The Apple I went on sale in July 1976 and was market-priced at
$666.66 ($2,723 in 2012 dollars, adjusted for inflation.)[26][27][28][29][30][31]
The Apple I, Apple's first product, was sold as an assembled circuit board and
lacked basic features such as a keyboard, monitor, and case. The owner of this unit
added a keyboard and a wooden case.
Apple was incorporated January 3, 1977[19] without Wayne, who sold his share of
the company back to Jobs and Wozniak for $800. Multi-millionaire Mike
Markkula provided essential business expertise and funding of $250,000 during the
incorporation of Apple.[32][33]
The Apple II was introduced on April 16, 1977 at the first West Coast Computer
Faire. It differed from its major rivals, the TRS-80 and Commodore PET, because
it came with character cell based color graphics and an open architecture. While
early models used ordinary cassette tapes as storage devices, they were superseded
by the introduction of a 5 1/4 inch floppy disk drive and interface, the Disk II.[34]
The Apple II was chosen to be the desktop platform for the first "killer app" of the
business world—the VisiCalc spreadsheet program.[35] 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.[35] According to Brian Bagnall, Apple
exaggerated its sales figures and was a distant third place to Commodore and
Tandy until VisiCalc came along.[36][37]

5. By the end of the 1970s, Apple had a staff of computer designers and a production
line. The company introduced the ill-fated Apple III in May 1980 in an attempt to
compete with IBM and Microsoft in the business and corporate computing
market.[38]
Jobs and several Apple employees including Jef Raskin visited Xerox PARC in
December 1979 to see the Xerox Alto. Xerox granted Apple engineers three days
of access to the PARC facilities in return for the option to buy 100,000 shares
(800,000 split-adjusted shares) of Apple at the pre-IPO price of $10 a
share.[39] Jobs was immediately convinced that all future computers would use a
graphical user interface (GUI), and development of a GUI began for the Apple
Lisa.[40]
In 1980, Apple went public, generating more capital than any IPO since Ford
Motor Company in 1956 and instantly creating more millionaires (about 300) than
any company in history.[41]
1981–1985: Lisa and Macintosh
The Model from Apple's "1984" ad, set in a dystopian future modeled after
the George Orwell novel Nineteen Eighty-Four, set the tone for the introduction of
the Macintosh.
Steve Jobs began working on the Apple Lisa in 1978 but in 1982 he was pushed
from the Lisa team due to infighting, and took over Jef Raskin's low-cost-computer
project, theMacintosh. A turf war broke out between Lisa's "corporate shirts" and
Jobs' "pirates" over which product would ship first and save Apple. Lisa won the
race in 1983 and became the first personal computer sold to the public with a GUI,
but was a commercial failure due to its high price tag and limited software titles.[42]

6. The first Macintosh, released in 1984
In 1984, Apple next launched the Macintosh. Its debut was announced by the now
famous $1.5 million television commercial "1984". It was directed by Ridley Scott,
aired during the third quarter of Super Bowl XVIII on January 22, 1984,[43] and is
now considered a watershed event for Apple's success[44] and a "masterpiece".[45][46]
The Macintosh initially sold well, but follow-up sales were not strong[47] due to its
high price and limited range of software titles. The machine's fortunes changed
with the introduction of the LaserWriter, the first PostScript laser printer to be
offered at a reasonable price, andPageMaker, an early desktop publishing package.
The Mac was particularly powerful in this market due to its advanced graphics
capabilities, which had necessarily been built in to create the intuitive Macintosh
GUI. It has been suggested that the combination of these three products was
responsible for the creation of the desktop publishing market.[48]
In 1985 a power struggle developed between Jobs and CEO John Sculley, who had
been hired two years earlier.[49] The Apple board of directors instructed Sculley to
"contain" Jobs and limit 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. Sculley found out that Jobs had been attempting
to organize a putsch and called a board meeting at which Apple's board of directors
sided with Sculley and removed Jobs from his managerial duties.[47] Jobs resigned
from Apple and founded NeXT Inc. the same year.[50]

7. 1986–1993: Rise and fall
See also: Timeline of Apple II family and Timeline of Macintosh models
The Macintosh Portable was Apple's first "portable" Macintosh computer, released
in 1989.
Having learned several painful lessons after introducing the bulky Macintosh
Portable in 1989, Apple introduced the PowerBook in 1991. The Macintosh
Portable was designed to be just as powerful as a desktop Macintosh, but weighed
7.5 kilograms (17 lb) with a 12-hour battery life. 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 Mac OS until 2001.
The success of the PowerBook and other products brought increasing
revenue.[49] For some time, it appeared that Apple could do no wrong, 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.
Following the success of the Macintosh LC, Apple introduced the Centris line, a
low-endQuadra offering, and the ill-fated Performa line that was sold in several
confusing configurations and software bundles to avoid competing with the various
consumer outlets such as Sears, Price Club, and Wal-Mart, who were the primary
dealers for these models. The result was disastrous for Apple as consumers did not
understand the difference between models.[51]
During this time Apple experimented with a number of other failed consumer
targeted products including digital cameras, portable CD audio
players, speakers, video consoles, and TV appliances. Enormous resources were
also invested in the problem-plagued Newton division based on John Sculley's
unrealistic market forecasts.[citation needed] Ultimately, all this proved too-little-too-
late, as Apple's market share and stock prices continued to slide.[citation needed]

8. Apple saw the Apple II series as too expensive to produce, while taking away sales
from the low end Macintosh.[52] In 1990, Apple released the Macintosh LC with a
single expansion slot for the Apple IIe Card to migrate Apple II users to the
Macintosh platform.[52]Apple stopped selling the Apple IIe in 1993.
Microsoft continued to gain market share with Windows, focusing on delivering
software to cheap commodity personal computers while Apple was delivering a
richly engineered, but expensive, experience.[53] Apple relied on high profit
margins and never developed a clear response. Instead they sued Microsoft for
using a graphical user interface similar to the Apple Lisa in Apple Computer, Inc.
v. Microsoft Corporation.[54] The lawsuit dragged on for years before it was finally
dismissed. At the same time, a series of major product flops and missed deadlines
sullied Apple's reputation, and Sculley was replaced by Michael Spindler.[55]
1994–1997: Attempts at reinvention
The Newton was Apple's first foray into the PDA markets, as well as one of the
first in the industry. Despite being a financial flop at the time of its release, it
helped pave the way for the Palm Pilot and Apple's owniPhone and iPad in the
future.
By the early 1990s, Apple was developing alternative platforms to the Macintosh,
such as the A/UX. Apple had also begun to experiment in providing a Mac-only
online portal which they called eWorld, developed in collaboration with America
Online and designed as a Mac-friendly alternative to other online services such
as CompuServe. The Macintosh platform was itself becoming outdated because it
was not built for multitasking, and several important software routines were
programmed directly into the hardware. In addition, Apple was facing competition
from OS/2 and UNIX vendors like Sun Microsystems. The Macintosh would need
to be replaced by a new platform, or reworked to run on more powerful
hardware.[56]

9. In 1994, Apple allied with IBM and Motorola in the AIM alliance. The goal was to
create a new computing platform (the PowerPC Reference Platform), which would
use IBM and Motorola hardware coupled with Apple's software. The AIM alliance
hoped that PReP's performance and Apple's software would leave the PC far
behind, thus countering Microsoft. The same year, Apple introduced the Power
Macintosh, the first of many Apple computers to use IBM's PowerPC processor.[57]
In 1996, Michael Spindler was replaced by Gil Amelio as CEO. Gil Amelio made
many changes at Apple, including extensive layoffs.[58] After multiple failed
attempts to improve Mac OS, first with the Taligent project, then later
with Copland and Gershwin, Amelio chose to purchase NeXT and
its NeXTSTEP operating system, bringing Steve Jobs back to Apple as an
advisor.[59] On July 9, 1997, Gil Amelio was ousted by the board of directors after
overseeing a three-year record-low stock price and crippling financial losses. Jobs
became the interim CEO and began restructuring the company's product line.
At the 1997 Macworld Expo, Steve Jobs announced that Apple would join
Microsoft to release new versions of Microsoft Office for the Macintosh, and that
Microsoft made a $150 million investment in non-voting Apple stock.[60]
On November 10, 1997, Apple introduced the Apple Online Store, tied to a new
build-to-order manufacturing strategy.
1998–2005: Return to profitability
On August 15, 1998, Apple introduced a new all-in-one computer reminiscent of
the Macintosh 128K: the iMac. The iMac design team was led by Jonathan Ive,
who would later design the iPod and the iPhone.[63][64] The iMac featured modern
technology and a unique design, and sold almost 800,000 units in its first five
months.[65]
Through this period, Apple purchased several companies to create a portfolio of
professional and consumer-oriented digital production software. In 1998, Apple
announced the purchase of Macromedia's Final Cut software, signaling its
expansion into the digital videoediting market.[66] The following year, Apple
released two video editing products: iMovie for consumers and, for
professionals, Final Cut Pro, which has gone on to be a significant video-editing
program, with 800,000 registered users in early 2007.[67] In 2002 Apple
purchased Nothing Real for their advanced
digital compositing application Shake,[68] as well as Emagic for their music
productivity application Logic, which led to the development of their consumer-

10. level GarageBand application.[69][70] iPhoto's release the same year completed
the iLife suite.[71]
Apple retail stores allow potential customers to use floor models without making a
purchase.
Mac OS X, based on NeXT's OPENSTEP and 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 through Mac OS X's Classic environment.[72]
On May 19, 2001, Apple opened the first official Apple Retail Stores in Virginia
and California.[73] Later on July 9 they bought Spruce Technologies, a DVD
authoring company. On October 23 of the same year, Apple announced
the iPod portable digital audio player, and started selling it on November 10. The
product was phenomenally successful — over 100 million units were sold within
six years.[74][75] In 2003, Apple's iTunes Store was introduced, offering
online music downloads for $0.99 a song and integration with the iPod. The
service quickly became the market leader in online music services, with over 5
billion downloads by June 19, 2008.[76]
Since 2001 Apple's design team has progressively abandoned the use of translucent
colored plastics first used in the iMac G3. This began with
the titanium PowerBook and was followed by the white polycarbonate iBook and
the flat-panel iMac.

11. 2005–2007: The Intel transition
Main article: Apple's transition to Intel processors
The MacBook Pro (15.4" widescreen) was Apple's first laptop with
an Intelmicroprocessor. It was announced in January 2006 and is aimed at the
professional market.
At the Worldwide Developers Conference keynote address on June 6, 2005, Steve
Jobs announced that Apple would begin producing Intel-based Mac computers in
2006.[79] 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 had
transitioned the entire Mac product line to Intel chips, over one year sooner than
announced.[79] The Power Mac, iBook, andPowerBook brands were retired during
the transition; the Mac Pro, MacBook, and MacBook Pro became their respective
successors.[80][81] On April 29, 2009, The Wall Street Journalreported that Apple
was building its own team of engineers to design microchips.[82]
Apple also introduced Boot Camp to help users install Windows XP or Windows
Vista on their Intel Macs alongside Mac OS X.[83]
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. In January 2006, Apple's market
cap surpassed that of Dell.[84] Nine years prior, Dell's CEO Michael Dell said that if
he ran Apple he would "shut it down and give the money back to the
shareholders."[85]
Although Apple's market share in computers had grown, it remained far behind
competitors using Microsoft Windows, with only about 8% of desktops and
laptops in the U.S.

12. 2007–2011: Widespread success
Apple achieved widespread success with consumer electronics that refer to Apple's
iPhone, iPod Touch and iPad that introduced innovations in respective
devices: mobile phones, portable music players and personal computers.
The business model of offering a store for applications to be purchased was an
innovation from a business point of view. Touch screens had been invented and
seen in mobile devices before, but Apple was the first to achieve mass market
adoption of a touch screen based user interface that included particular pre-
programmed touch gestures. The widespread success was continuing when Apple's
co-founder and chief executive officerSteve Jobs died, but some speculated that
this would lead to Apple's days of technological innovation and compelling
product design to become things of the past.
Delivering his keynote speech at the Macworld Expo on January 9, 2007, Jobs
announced that Apple Computer, Inc. would from that point on be known as Apple
Inc., because computers were no longer the main focus of the company, which had
shifted its emphasis to mobile electronic devices. The event also saw the
announcement of the iPhone and the Apple TV.[87] The following day, Apple
shares hit $97.80, an all-time high at that point. In May, Apple's share price passed
the $100 mark.[88]
In an article posted on Apple's website on February 6, 2007, Steve Jobs wrote that
Apple would be willing to sell music on the iTunes Store without DRM (which
would allow tracks to be played on third-party players), if record labels would
agree to drop the technology.[89] 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.[90] Other record labels followed later that year.
In July of the following year, Apple launched the App Store to sell third-party
applications for the iPhone and iPod Touch.[91] Within a month, the store sold 60
million applications and brought in $1 million daily on average, with Jobs
speculating that the App Store could become a billion-dollar business for
Apple.[92] Three months later, it was announced that Apple had become the third-
largest mobile handset supplier in the world due to the popularity of the iPhone.[93]
On December 16, 2008, Apple announced that after over 20 years of attending
Macworld, 2009 would be the last year Apple would be attending the Macworld
Expo, and that Phil Schiller would deliver the 2009 keynote in lieu of the expected
Jobs.[94] Almost exactly one month later, on January 14, 2009, an internal Apple
memo from Jobs announced that he would be taking a six-month leave of absence,
until the end of June 2009, to allow him to better focus on his health and to allow
the company to better focus on its products without having the rampant media

13. speculating about his health.[95] Despite Jobs' absence, Apple recorded its best non-
holiday quarter (Q1 FY 2009) during the recession with a revenue of $8.16 billion
and a profit of $1.21 billion.[96]
After years of speculation and multiple rumored "leaks" Apple announced a large
screen, tablet-like media device known as the iPad on January 27, 2010. The iPad
runs the same touch based operating system that the iPhone uses and many of the
same iPhone apps are compatible with the iPad. This gave the iPad a large app
catalog on launch even with very little development time before the release. Later
that year on April 3, 2010, the iPad was launched in the US and sold more than
300,000 units on that day and reaching 500,000 by the end of the first week.[97] In
May of the same year, Apple's market cap exceeded that of
competitor Microsoft for the first time since 1989.[98]
Apple released the fourth generation iPhone, which introduced video
calling, multitasking, and a new uninsulated stainless steel design, which acts as
the phone's antenna. Because of this antenna implementation, some iPhone 4 users
reported a reduction in signal strength when the phone is held in specific ways.
After a large amount of media coverage including mainstream news organizations,
Apple held a press conference where they offered buyers a free rubber 'bumper'
case, which had been proven to eliminate the signal reduction issue. Later that year
Apple again refreshed its iPodline of MP3 players which introduced a multi-
touch iPod Nano, iPod Touch with FaceTime, and iPod Shuffle with buttons which
brought back the buttons of earlier generations.[99][100][101]
In October 2010, Apple shares hit an all-time high, eclipsing
$300.[102] Additionally, on October 20, Apple updated their MacBook
Airlaptop, iLife suite of applications, and unveiled Mac OS X Lion, the latest
installment in their Mac OS X operating system.[103] On January 6, 2011, the
company opened their Mac App Store, a digital software distribution platform,
similar to the existing iOS App Store.[104] Apple was featured in the
documentary Something Ventured which premiered in 2011.
2011–present: Post–Steve Jobs era
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 took up Jobs' day-to-day
operations at Apple, although Jobs would still remain "involved in major strategic
decisions for the company."[105] Apple became the most valuable consumer-facing
brand in the world.[106] In June 2011, Steve Jobs surprisingly took the stage and
unveiled iCloud. iCloud is an online storage and syncing service for music, photos,

14. files and software which replaced MobileMe, Apple's previous attempt at content
syncing.[107] This would be the last product launch Jobs would attend before his
death. It has been argued that Apple has achieved such efficiency in its supply
chain[108] that the company operates as a monopsony (one buyer, many sellers), in
that it can dictate terms to its suppliers.[109][110]Briefly in July 2011, due to the debt-
ceiling crisis, Apple's financial reserves were greater than those of the US
Government.[111] On August 24, 2011, Jobs resigned his position as CEO of
Apple.[112] He was replaced by Tim Cook and Jobs became Apple's chairman. Prior
to this, Apple did not have a chairman and instead had two co-lead
directors, Andrea Jung and Arthur D. Levinson, who continued with those titles
until Levinson became Chairman of the Board in November.[113]
On October 4, 2011, Apple announced the iPhone 4S, which includes an improved
camera with 1080p video recording, a dual core A5 chip capable of 7 times faster
graphics than the A4, an "intelligent software assistant" named Siri, and cloud-
sourced data withiCloud.[114][115] One day later, on October 5, 2011, Apple
announced that Jobs had died, marking the end of an era for Apple Inc.[116][117] The
iPhone 4S was officially released on October 14, 2011. On October 29, 2011,
Apple purchased C3 Technologies, a mapping company, for $240 million. C3 is
the third mapping company Apple has purchased so far.[118] On January 10, 2012,
Apple acquired Anobit, an Israeli hardware company that developed and supplies a
proprietary memory signal processing technology that improves the performance
of flash-memory used in iPhones and iPads for $390 million.[119]
On January 19, 2012, Apple's Phil Schiller introduced iBooks Textbooks for iOS
and iBook Author for Mac OS X in New York.[120] This was the first major
announcement by Apple since the passing of Steve Jobs, who stated in his
biography that he wanted to reinvent the textbook and education. The 3rd
generation iPad was announced on March 7, 2012. It includes a Retina display, a
new CPU, a five megapixel camera, and 1080p video recording.[121][122]
On a July 24th 2012 conference call with investors, Tim Cook said that he
loves India but Apple is going to expect larger opportunities outside of India, citing
the reason as the 30% sourcing requirement from India.[123][124][125][126]

15. Products and marketing
Current products
See also: Timeline of Apple products and List of products discontinued by Apple
Inc.
Mac and accessories
See also: Timeline of Macintosh models, List of Macintosh models grouped by
CPU type, and List of Macintosh models by case type
 Mac Mini, consumer sub-desktop computer and server introduced in 2005.
 iMac, consumer all-in-one desktop computer introduced in 1998.
 Mac Pro, workstation-class desktop computer introduced in 2006, replacing the
Power Macintosh.
 MacBook Pro, professional notebook introduced in 2006, replacing the
PowerBook.
 MacBook Air, ultra-thin, ultra-portable notebook introduced in 2008.
Apple also sells a variety of computer accessories for Mac computers including the
AirPort wireless networking products, Time Capsule, Thunderbolt Display, Magic
Mouse, Magic Trackpad, Wireless Keyboard, and the Apple Battery Charger.
iPad
Main article: iPad
The Apple website home page, featuring The new iPad.

16. On January 27, 2010, Apple introduced their much-anticipated media tablet,
the iPad running a modified version of iOS. It offers multi-touch interaction with
multimedia formats including newspapers, magazines, ebooks, textbooks, photos,
movies, TV shows videos, music, word processing documents, spreadsheets, video
games, and most existing iPhone apps.[127] It also includes a mobile version
of Safari for web browsing, as well as access to the App
Store, iTunes Library, iBooks Store, contacts, and notepad. Content is
downloadable via Wi-Fi and optional 3G service or synced through the user's
computer.[128] AT&T was initially the sole US provider of 3G wireless access for
the iPad.[129]
On March 2, 2011, Apple introduced an updated iPad model which had a faster
processor and two cameras on the front and back respectively. The iPad 2 also
added support for optional 3G service provided by Verizon in addition to the
existing offering by AT&T.[130] However, the availability of the iPad 2 has been
limited as a result of the devastating earthquake and ensuing tsunami in Japan in
March 2011.[131]
On March 7, 2012, Apple introduced the iPad 3, aka, "The New iPad". The iPad 3
added LTE service from AT&T or Verizon and an upgraded processor, the A5X. It
also added the "Retina" display (2048 by 1536 resolution) originally found on the
iPhone 4 and iPhone 4S. The dimensions and form factor remained relatively
unchanged, with "The New iPad" being a fraction thicker and heavier than the
previous version, and minor positioning changes.[132]
Since the tablet launched in 2010, iPad users have downloaded 3 billion apps,
while the total App Store downloads is up to over 25 billion downloads.[133]
iPod
Main article: iPod
The current iPod family, featuring the iPod Shuffle, iPod Nano, iPod Classic,
and iPod Touch

17. On October 23, 2001, Apple introduced the iPod digital music player. It has
evolved to include various models targeting the wants of different users. The iPod
is the market leader in portable music players by a significant margin, with more
than 220 million units shipped as of September 2009.[134] Apple has partnered
with Nike to offer the Nike+iPod Sports Kit enabling runners to synchronize and
monitor their runs with iTunes and the Nike+ website. Apple currently sells four
variants of the iPod.
 iPod Shuffle, ultraportable digital audio player first introduced in 2005,
currently available in a 2 GB model.
 iPod Nano, portable media player first introduced in 2005, currently available
in 8 and 16 GB models. The latest generation has a FM radio, a pedometer, and
a new multi-touch interface that replaced the traditional iPod click wheel.
 iPod Classic (previously named iPod from 2001 to 2007), portable media
player first introduced in 2001, currently available in a 160 GB model.[135]
 iPod Touch, portable media player that runs iOS, first introduced in September
2007 after the iPhone went on sale. Currently available in 8, 32, and 64 GB
models. The latest generation features the Apple A4 processor, a Retina
Display, and dual cameras on the front and back. The back camera allows for
HD video recording at 720p.[136]
iPhone
Main article: iPhone
At the Macworld Conference & Expo in January 2007, Steve Jobs revealed the
long anticipated[137] iPhone, a convergence of an Internet-enabled smartphone and
iPod.[138] The original iPhone combined a 2.5G quad
band GSM and EDGE cellular phone with features found in hand held devices,
running scaled-down versions of Apple's Mac OS X (dubbed iOS, formerly iPhone
OS), with various Mac OS X applications such as Safari and Mail. It also includes
web-based and Dashboard apps such as Google Maps and Weather. The iPhone
features a 3.5-inch (89 mm) touch screen display, 4, 8, or 16 GB of
memory, Bluetooth, and Wi-Fi (both "b" and "g").[138]The iPhone first became
available on June 29, 2007 for $499 (4 GB) and $599 (8 GB) with
an AT&T contract.[139] On February 5, 2008, Apple updated the original iPhone to
have 16 GB of memory, in addition to the 8 GB and 4 GB models.[140] On June 9,
2008, at WWDC2008, Steve Jobs announced that the iPhone 3G would be
available on July 11, 2008.[141] This version added support
for 3G networking,assisted-GPS navigation, and a price cut to $199 for the 8 GB
version, and $299 for the 16 GB version, which was available in both black and

18. white. The new version was visually different from its predecessor in that it
eliminated the flat silver back, and large antenna square for a curved glossy black
or white back. Following complaints from many people, the headphone jack was
changed from a recessed jack to a flush jack to be compatible with more styles of
headphones. The software capabilities changed as well, with the release of the new
iPhone came the release of Apple's App Store; the store provided applications for
download that were compatible with the iPhone. On April 24, 2009, the App Store
surpassed one billion downloads.[142]
On June 8, 2009, at Apple's annual worldwide developers conference, the iPhone
3GS was announced, providing an incremental update to the device including
faster internal components, support for faster 3G speeds, video recording
capability, and voice control. On June 7, 2010, at WWDC 2010, the iPhone 4 was
announced, which Apple says is its "'biggest leap we've taken" since the original
iPhone.[143]
The phone includes an all-new design, 960x640 display, Apple's A4 processor used
in the iPad, a gyroscope for enhanced gaming, 5MP camera with LED flash, front-
facing VGA camera and FaceTime video calling. Shortly after the release of the
iPhone 4, it was realized by consumers that the new iPhone had reception issues.
This is 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 current fix for this
issue was a "Bumper Case" for the phone distributed for free to all iPhone 4
owners for a few months. In June 2011, Apple overtook Nokia to become the
world's biggest smartphone maker by volume.[144]
On October 4, 2011, Apple unveiled the iPhone 4S, which was released in the
United States, Canada, Australia, United Kingdom, France, Germany, and Japan
on October 14, 2011, with other countries set to follow later in the year.[145] This
was the first iPhone model to feature the Apple A5 chip, as well as the first offered
on the Sprint network (joining AT&T and Verizon Wireless as the United States
carriers offering iPhone models). On October 19, 2011, Apple announced an
agreement with C Spire Wireless to sell the iPhone 4S with that carrier in the near
future, marking the first time the iPhone was officially supported on a regional
carrier's network.[146]
Another notable feature of the iPhone 4S was Siri voice assistant technology,
which Apple had acquired in 2010,[147] as well as other features, including an
updated 8 megapixel camera with new optics. Apple sold 4 million iPhone 4S
phones in the first three days after its release, which made it not only the best
iPhone launch in Apple's history, but the most-successful launch of any mobile
phone ever.[148]

19. Apple TV
Main article: Apple TV
The Apple TV, in its most recent revision
At the 2007 Macworld conference, Jobs demonstrated the Apple TV, (previously
known as the iTV),[149] a set-top video device intended to bridge the sale of content
from iTunes with high-definition televisions. The device links up to a user's TV
and syncs, either via Wi-Fi or a wired network, with one computer's iTunes library
and streams from an additional four. The Apple TV originally incorporated a
40 GB hard drive for storage, includes outputs for HDMIand component video,
and plays video at a maximum resolution of 720p.[150] On May 31, 2007 a 160 GB
drive was released alongside the existing 40 GB model[151] and on January 15,
2008 a software update was released, which allowed media to be purchased
directly from the Apple TV.[152] In September 2009, Apple discontinued the
original 40 GB Apple TV and now continues to produce and sell the 160 GB Apple
TV. On September 1, 2010, alongside the release of the new line of iPod devices
for the year, Apple released a completely redesigned Apple TV. The new device is
1/4 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 media downloaded. Apple with the Apple TV has added another
device to its portfolio that runs on its A4 processor along with the iPad and the
iPhone. The memory included in the device is the half of the iPhone 4 at 256 MB;
the same as the iPad, iPhone 3GS, iPod touch 3G, and iPod touch 4G.[153] It has
HDMI out as the only video out 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.

20. Software
See also: List of Macintosh software
Apple develops its own operating system to run on Macs, OS X, the latest version
being OS X Mountain Lion (version 10.8). Apple also independently develops
computer software titles for its OS X operating system. Much of the software
Apple develops is bundled with its computers. An example of this is the consumer-
oriented iLife software package that bundles iMovie, iPhoto and GarageBand. For
presentation, page layout and word processing, iWork is available, which
includes Keynote, Pages, and Numbers. iTunes, QuickTimemedia
player, Safari web browser, and Software Update are available as free downloads
for both Mac OS X and Windows.
Apple also offers a range of professional software titles. Their range of server
software includes the operating system OS X Server; Apple Remote Desktop, a
remote systems management application; and Xsan, a Storage Area Network file
system. For the professional creative market, there is Aperture for
professional RAW-format photo processing; Final Cut Pro, a video production
suite; Logic Pro, a comprehensive music toolkit; and Motion, an advanced effects
composition program.
Apple also offers online services with iCloud, which provides cloud storage and
syncing for a wide range of data, including email, contacts, calendars, photos and
documents. It also offers iOS device backup, and is able to integrate directly with
third-party apps for even greater functionality. iCloud is the fourth generation of
online services provided by Apple, and was preceded by MobileMe, .Mac and
iTools, all which met varying degrees of success.
Marketing
See also: Criticism of Apple Inc.#Comparison with a cult/religion

21. Apple aficionados wait in line around an Apple retail store in anticipation of a new
product. This branch is located on Fifth Avenue in New York City, with a glass
cube housing a cylindrical elevator and a spiral staircase that lead into the
subterranean store.
"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. "
– Alex Riley, writing for the BBC[154]
Apple' brand and brand community. Apple's brand's loyalty is considered unusual
for any product. At one time, Apple evangelists were actively engaged by the
company, but this was after the phenomenon was already firmly established. Apple
evangelist Guy Kawasaki has called the brand fanaticism "something that was
stumbled upon".[155] Apple has, however, supported the continuing existence of a
network of Mac User Groups in most major and many minor centers of population
where Mac computers are available.
Mac users would meet at the European Apple Expo and the San
Francisco Macworld Conference & Expo trade shows where Apple traditionally
introduced new products each year to the industry and public until Apple pulled
out of both events. While the conferences continue, Apple does not have official
representation there. Mac developers, in turn, continue to gather at the annual
Apple Worldwide Developers Conference.
Apple Store openings can draw crowds of thousands, with some waiting in line as
much as a day before the opening or flying in from other countries for the
event.[156] The New York City Fifth Avenue "Cube" store had a line as long as half
a mile; a few Mac fans took the opportunity of the setting to propose
marriage.[157] The Ginza opening in Tokyo was estimated in the thousands with a
line exceeding eight city blocks.[158]
John Sculley told The Guardian newspaper in 1997: "People talk about
technology, but Apple was a marketing company. It was the marketing company of
the decade."[159]
Research in 2002 by 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 are more expensive than other PC products.[160][161]

22. Name
According to Steve Jobs, Apple was so named because Jobs was coming back from
an apple farm, and he was on a fruitarian diet. He thought the name was "fun,
spirited and not intimidating".
Logos
See also: U+F8FF and Typography of Apple Inc.
The original logo with Isaac Newton under an apple tree
The rainbow "bitten" logo, used from late 1976 to 1998
The monochrome logo, used since 1998
Apple's first logo, designed by Ron Wayne, depicts Sir Isaac Newton sitting under
an apple tree.
Almost immediately, though, this was replaced by Rob Janoff's "rainbow Apple",
the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it.
Janoff presented Jobs with several different monochromatic themes for the "bitten"
logo, and Jobs immediately took a liking to it. While Jobs liked the logo, he
insisted it be in color to humanize the company.[163][164] The Apple logo was
designed with a bite so that it would not be recognized as another fruit. The
colored stripes were conceived to make the logo more accessible, and to represent
the fact the Apple II could generate graphics in color.[165]

23. This logo is often erroneously referred to as a tribute to Alan Turing, with the bite
mark a reference to his method of suicide.[166][167] Both the designer of the logo and
the company deny that there is any homage to Turing in the design of the logo.
In 1998, with the roll-out of the new iMac, Apple discontinued the rainbow theme
and began to use monochromatic themes, nearly identical in shape to its previous
rainbow incarnation, on various products, packaging and advertising. An Aqua-
themed version of the monochrome logo was used from 2001–2003, and a Glass-
themed version has been used since 2003.
Steve Jobs and Steve Wozniak were Beatles fans, but Apple Inc. had trademark
issues with Apple Corps Ltd., a multimedia company started by The Beatles in
1967, involving their name and logo. This resulted in a series of lawsuits and
tension between the two companies. These issues ended with settling of their most
recent lawsuit in 2007.
Slogans
Main article: List of Apple Inc. slogans
Apple's first slogan, "Byte into an Apple", was coined in the late 1970s.[171] From
1997–2002, Apple used the slogan "Think Different" in advertising campaigns.
Although the slogan has been retired, it is still closely associated with
Apple.[172] Apple also has slogans for specific product lines — for example,
"iThink, therefore iMac" was used in 1998 to promote the iMac,[173] and "Say hello
to iPhone" has been used in iPhone advertisements.[174] "Hello" was also used to
introduce the original Macintosh, Newton, iMac ("hello (again)"), and iPod.[175]
Advertising
Main article: Apple Inc. advertising
See also: 1984 (advertisement), Lemmings (advertisement), iPod
advertising, and music used by Apple Inc.
Further information: Think Different, Get a Mac, and Apple Switch ad campaign
Since the introduction of the Macintosh in 1984 with the 1984 Super Bowl
commercial to the more modern 'Get a Mac' adverts, Apple has been recognized in
the past for its efforts towards effective advertising and marketing for its products,
though its advertising has been criticized for the claims of some more recent
campaigns, particularly 2005 Power Mac ads[176][177][178] and iPhone ads in Britain.
Apple's product commercials gained fame for launching musicians into stardom as
a result of their eye-popping graphics and catchy tunes.[179] First, the company

24. popularized Canadian singer Feist's "1234" song in its ad campaign.[179] Later,
Apple used the song "New Soul" by French-Israeli singer-songwriter Yael Naïm to
promote the MacBook Air.[179] The debut single shot to the top of the charts and
sold hundreds of thousands of copies in a span of weeks.[179]
Corporate affairs
See also: List of mergers and acquisitions by Apple, Braeburn
Capital, and FileMaker Inc.
During the Mac's early history Apple generally refused to adopt prevailing industry
standards for hardware, instead creating their own.[180] This trend was largely
reversed in the late 1990s beginning with Apple's adoption of the PCI bus in
the 7500/8500/9500 Power Macs. Apple has since
adopted USB, AGP, HyperTransport, Wi-Fi, and other industry standards in its
computers and was in some cases a leader in the adoption of standards such as
USB.[181] FireWire is an Apple-originated standard that has seen widespread
industry adoption after it was standardized as IEEE 1394.[182]
Ever since the first Apple Store opened, Apple has sold third party
accessories.[183] For instance, at one point Nikon and Canon digital cameras were
sold inside the store. Adobe, one of Apple's oldest software partners,[184] also sells
its Mac-compatible software, as does Microsoft, who sells Microsoft Office for the
Mac. Books from John Wiley & Sons, who publishes the For Dummies series of
instructional books, are a notable exception, however. The publisher's line of books
were banned from Apple Stores in 2005 because Steve Jobs disagreed with their
decision to publish an unauthorized Jobs biography, iCon.[185] After the launch of
the iBookstore, Apple stopped selling physical books, both online and at the Apple
Retail Stores.

25. Headquarters
Worldwide
Main article: Apple Campus
Company headquarters on Infinite Loop inCupertino, California
Apple Inc.'s world corporate headquarters are located in the middle of Silicon
Valley, at 1–6Infinite Loop, Cupertino, California. This Apple campus has six
buildings that total 850,000 square feet (79,000 m2) and was built in 1993 by
Sobrato Development Cos.[186]
Apple created subsidiaries in low-tax places such as Ireland,
the Netherlands, Luxembourgand the British Virgin Islands to cut the taxes it pays
around the world. According to the New York Times, 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. 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.[187]
In 2006, Apple announced its intention to build a second campus on 50 acres
(200,000 m2) assembled from various contiguous plots (east of N Wolfe Road
between Pruneridge Avenue and Vallco Parkway). Later acquisitions increased this
to 175 acres. The new campus, also in Cupertino, will be about 1 mile (1.6 km)
east of the current campus.[188] The new campus building will be designed
byNorman Foster.[189]
On June 7, 2011, Steve Jobs gave a presentation to Cupertino City Council,
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 (with a café for 3,000 sitting people integrated) surrounded by
extensive landscape (with parking mainly underground and the rest centralized in a
parking structure). There will be additional buildings such as an auditorium, R&D

26. facilities, a fitness center and a dedicated generating plant as primary source of
electricity (powered by natural gas and other more environmentally sound means).
Headquarters for Europe, the Middle East and Africa
Apple's headquarters for Europe, the Middle East and Africa (EMEA) are located
in Cork in the south ofIreland.[190][191][192][193][194][195][196] The facility, which opened
in 1980, was Apple's first location outside of the United States.[197]Apple Sales
International, which deals with all of Apple's international sales outside of the
USA, is located at Apple's campus in Cork[198] along with Apple Distribution
International, which similarly deals with Apple's international distribution
network.[199]
On April 20, 2012, Apple announced the addition of 500 new jobs to its European
headquarters. This will bring the total workforce from around 2,800 to 3,300
employees.[190][191][200] The company will build a new office block on its Hollyhill
Campus to accommodate the additional staff.[201]
Corporate culture
Apple was one of several highly successful companies founded in the 1970s that
bucked the traditional notions of what a corporate culture should look like in
organizational hierarchy (flat versus tall, casual versus formal attire, etc.). Other
highly successful firms with similar cultural aspects from the same period
include Southwest Airlines and Microsoft. Originally, the company stood in
opposition to staid competitors like IBM by default, thanks to the influence of its
founders; Steve Jobs often walked around the office barefoot even after Apple was
a Fortune 500 company. By the time of the "1984" TV ad, this trait had become a
key way the company attempted to differentiate itself from its competitors.[202]
As the company has grown and been led by a series of chief executives, each with
his own idea of what Apple should be, some of its original character has arguably
been lost, but Apple still has a reputation for fostering individuality and excellence
that reliably draws talented people into its employ, especially after Jobs' return. To
recognize the best of its employees, Apple created the Apple Fellows program,
awarding individuals who made extraordinary technical or leadership contributions
to personal computing while at the company. The Apple Fellowship has so far
been awarded to a few individuals including Bill Atkinson,[203] Steve
Capps,[204] Rod Holt,[203] Alan Kay,[205][206] Guy Kawasaki,[205][207] Al
Alcorn,[208] Don Norman,[205] Rich Page,[203] and Steve Wozniak.[203]

27. Numerous employees of Apple have cited that projects without Jobs' involvement
often take longer than projects with his involvement.[209] Another presents the
image of Jobs "wandering the hall with a flame thrower in hand, asking random
people 'do you work on MobileMe?'".[210]
At Apple, employees are 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 who was Senior Vice President of Retail
Operations until November 1, 2011, was responsible for site selection, in-store
service, and store layout, yet he had no control of the inventory in his stores (which
is done company wide by then-COO and now CEO Tim Cook who has a
background in supply-chain management). This is the opposite of General
Electric's corporate culture which has created well-rounded managers.[211] [211]
Under the leadership of Tim Cook who joined the company in 1998 and ascended
to his present position as CEO, Apple has developed an extremely efficient and
effective supply chain which has been ranked as the world's best for the four years
2007–2010[citation needed]. The company's manufacturing, procurement and logistics
enables it to execute massive product launches without having to maintain large,
profit-sapping inventories; Apple's profit margins have been 40 percent compared
with 10–20 percent for most other hardware companies in 2011. Cook's
catchphrase to describe his focus on the company's operational edge is ―Nobody
wants to buy sour milk‖.[110] [212] The company previously advertised its products as
being made in America up to the late 1990s, however as a result of outsourcing
initiatives in the 2000s almost all of its manufacturing is now done 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".[213]
Finance
In its fiscal year ending in September 2011, Apple Inc. hit new heights financially
with $108 billion in revenues (increased significantly from $65 billion in 2010)
and nearly $82 billion in cash reserves. Apple achieved these results while losing
market share in certain product categories.[214]
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.[215]

28. Environmental record
Greenpeace has campaigned against Apple on various environmental issues,
including a global end-of-life take-back plan, non-recyclable hardware components
and toxins within iPhone hardware.[216][217] Since 2003 Greenpeace has campaigned
against Apple's use of particular chemicals in its products, more specifically, the
inclusion of PVC and BFRs in their products.[216] On May 2, 2007,Steve
Jobs released a report announcing plans to eliminate PVC and BFRs by the end of
2008.[218][219] Apple has since eliminated PVC and BFRs across its product
range,[220] becoming the first laptop maker to do so.[221]
In the first edition, released in August 2006, Apple scored 2.7/10.[222]
The Environmental Protection Agency rates Apple highest amongst producers of
notebook computers, and fairly well compared to producers of desktop computers
and LCD displays.[223][224]
In June 2007, Apple upgraded the MacBook Pro, replacing cold
cathode fluorescent lamp (CCFL) backlit LCD displays with mercury-
free LED backlit LCD displays and arsenic-free glass,[225] and has since done this
for all notebooks. Apple has also phased out BFRs and PVCs from various internal
components.[218][226][227] Apple offers information about the emissions, materials,
and electrical usage of each product.[228]
In June 2009, Apple's iPhone 3GS was free of PVC, arsenic, BFRs and had an
efficient power adapter.[225]
In October 2009, Apple upgraded the iMac and MacBook, replacing the cold
cathode fluorescent lamp (CCFL) backlit LCD displays with mercury-free LED
backlit LCD displays and arsenic-free glass.[229] This means all Apple computers
have mercury free LED backlit displays, arsenic-free glass and are without PVC
cables. All Apple computers also have EPEAT Gold status.[225]
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".[230] 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".[18]
In October 2011 Chinese authorities have ordered an Apple supplier to close part
of its plant in Suzhou after residents living nearby raised significant environmental
concerns.[231]

29. In November 2011 Apple featured in Greenpeace's Guide to Greener Electronics
that ranks electronics manufacturers on sustainability, climate and energy and how
green their products are. The company ranked 4th out of 15 electronics companies
(moving up five places from the previous year) with a score of 4.6/10 down from
4.9.[232] Greenpeace praises Apple's 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 vinyl plastic and
brominated flame retardants. 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.[232]
In January 2012, Apple announced plans and requested that their cable maker
Volex begin producing halogen-free USB and power cables.[233]
In June 2012 Apple Inc. withdrew its products from the Electronic Product
Environmental Assessment Tool (EPEAT) certification system,[234][235] but reversed
this decision in July.[236]
Labor practices
Further information: Apple labor practices
In 2006, the Mail on Sunday reported on working conditions existed at factories in
China where the contract manufacturers Foxconn andInventec produced the
iPod.[237] The article stated that one complex of factories that assembles the iPod
(among other items) had over 200,000 workers that lived and worked in the
factory, with employees regularly working more than 60 hours per week. The
article also reported that workers made around $100 per month and were required
to live pay for rent and food from the company, which generally amounted to a
little over half of workers' earnings.[17][238][239][240]
Apple immediately launched an investigation and worked with their manufacturers
to ensure acceptable working conditions.[241] 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.[242] 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.[243] After a
spate of suicides in a Foxconn facility in China making iPads and iPhones, albeit at
a lower rate than in China as a whole,[244] workers were forced to sign a legally
binding document guaranteeing that they would not kill themselves. In 2011 Apple
admitted that its suppliers' child labor practices in China had worsened

30. 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.