Apple Inc

9/26/2016
AppleInc.Wikipedia,thefreeencyclopedia
Coordinates:37.33182N122.03118W
AppleInc.
FromWikipedia,thefreeencyclopedia
AppleInc.isanAmericanmultinationaltechnologycompany
headquarteredinCupertino,California,thatdesigns,develops,
andsellsconsumerelectronics,computersoftware,andonline
services.ItshardwareproductsincludetheiPhonesmartphone,
theiPadtabletcomputer,theMacpersonalcomputer,theiPod
portablemediaplayer,theAppleWatchsmartwatch,andthe
AppleTVdigitalmediaplayer.Apple'sconsumersoftware
includesthemacOSandiOSoperatingsystems,theiTunes
mediaplayer,theSafariwebbrowser,andtheiLifeandiWork
creativityandproductivitysuites.Itsonlineservicesincludethe
iTunesStore,theiOSAppStoreandMacAppStore,and
iCloud.
ApplewasfoundedbySteveJobs,SteveWozniak,andRonald
WayneinApril1976todevelopandsellpersonalcomputers.[5]
ItwasincorporatedasAppleComputer,Inc.inJanuary1977,
andwasrenamedasAppleInc.inJanuary2007toreflectits
shiftedfocustowardconsumerelectronics.Apple
(NASDAQ:AAPL(http://www.nasdaq.com/symbol/aapl))
joinedtheDowJonesIndustrialAverageinMarch2015.[6]
Appleistheworld'slargestinformationtechnologycompanyby
revenue,theworld'slargesttechnologycompanybytotal
assets,[7]andtheworld'ssecondlargestmobilephone
manufacturer.[8]InNovember2014,inadditiontobeingthe
largestpubliclytradedcorporationintheworldbymarket
capitalization,ApplebecamethefirstU.S.companytobe
valuedatoverUS$700billion.[9]Thecompanyemploys
115,000permanentfulltimeemployeesasofJuly2015[4]and
maintains478retailstoresinseventeencountriesasofMarch
2016.[1]ItoperatestheonlineAppleStoreandiTunesStore,the
latterofwhichistheworld'slargestmusicretailer.Thereare
overonebillionactivelyusedAppleproductsworldwideasof
March2016.[10]
Apple'sworldwideannualrevenuetotaled$233billionforthe
fiscalyearendinginSeptember2015.[3]Thisrevenuegeneration
accountsforapproximately1.25%ofthetotalUnitedStates
GDP.[11]Thecompanyenjoysahighlevelofbrandloyaltyand,
accordingtoInterbrand'sannualBestGlobalBrandsreport,has
beentheworld'smostvaluablebrandfor3yearsinarow,[12][13]
withavaluationin2015of$170.3billion.[14]Thecorporation
AppleInc.
AppleCampus(1InfiniteLoop,Cupertino,
California)
Type
Public
Tradedas
NASDAQ:AAPL(http://w
ww.nasdaq.com/symbol/aap
l)
DowJonesIndustrial
Averagecomponent
NASDAQ100component
S&P500component
Industry
Computerhardware
Computersoftware
Consumerelectronics
Digitaldistribution
FablessSiliconDesign
CorporateVentureCapital
EnergyProduction
Founded
April1,1976,inCupertino,
California,U.S.
Founders
SteveJobs
SteveWozniak
RonaldWayne
Headquarters AppleCampus,Cupertino,
California,U.S.
Numberof
locations
478Appleretailstoresin17
Areaserved
Worldwide
countries(asofMarch2016)[1]
Keypeople
https://en.wikipedia.org/wiki/Apple_Inc.
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receivessignificantcriticismregardingthelaborpracticesofits
contractorsanditsenvironmentalandbusinesspractices,
includingtheoriginsofsourcematerials.
InAugust2016,afterathreeyearinvestigationbytheEU's
competitioncommissionerthatconcludedthatApplereceived
"illegalstateaid"fromIreland,theEUorderedAppletopay13
billioneuros($14.5billion),plusinterest,inunpaidtaxes.[15]
Contents
1 History
1.1 197684:Foundingandincorporation
1.2 198491:SuccesswithMacintosh
1.3 199197:Decline,restructuring,acquisitions
1.4 19972007:Returntoprofitability
1.5 200711:Successwithmobiledevices
1.6 2011present:PostSteveJobseraTimCook
leadership
2 Products
2.1 Mac
2.2 iPod
2.3 iPhone
2.4 iPad
2.5 AppleWatch
2.6 AppleTV
2.7 Software
2.8 Electricvehicles
2.9 AppleEnergy
3 Corporateidentity
3.1 Logo
3.2 Advertising
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 Environmentalpracticesandinitiatives
4.4.1 Energy
4.4.2 Toxins
4.4.3 Greenbonds
4.5 Finance
4.5.1 Taxpractices
4.6 Litigation
4.7 Privacystance
4.8 Charitablecauses
5 Seealso
6 References
ArthurD.Levinson
(Chairman)[2]
TimCook(CEO)
JonathanIve(CDO)
LucaMaestri(CFO)
JeffWilliams(COO)
Products
MaciPodiPhoneiPadApple
WatchAppleTVmacOSiOS
watchOStvOSiLifeiWork
Services
ApplePayAppleStoreonline
AppleStoreiTunesStoreiOS
AppStoreMacAppStore
iBooksStoreiCloudApple
Music
Revenue
US$233.715billion(2015)[3]
Operating
income
US$71.230billion(2015)[3]
Netincome
US$53.394billion(2015)[3]
Totalassets
US$305.277billion(2Q2016)[3]
Totalequity
US$174.820billion(2Q2016)[3]
Numberof
employees
115,000(asofJuly2015)[4]
Subsidiaries
FileMakerInc.Anobit
BraeburnCapitalBeats
ElectronicsAppleEnergy,LLC
Website
www.apple.com(http://www.appl
e.com)
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6 References
7 Furtherreading
8 Externallinks
History
197684:Foundingandincorporation
TheAppleI,Apple'sfirstproduct,
wassoldasanassembledcircuit
boardandlackedbasicfeaturessuch
asakeyboard,monitor,andcase.The
ownerofthisunitaddedakeyboard
andawoodencase.
TheAppleII,introducedin1977,
wasamajortechnological
advancementoveritspredecessor.
ApplewasestablishedonApril1,
1976,bySteveJobs,SteveWozniak
andRonaldWayne[16][17]tosellthe
AppleIpersonalcomputerkit.The
AppleIkitswerecomputerssingle
handedlydesignedandhandbuilt
byWozniak[18][19]andfirstshown
tothepublicattheHomebrew
HomeofPaulandClaraJobs,on
ComputerClub.[20]TheAppleIwas
CristDriveinLosAltos,California.
soldasamotherboard(withCPU,
SteveJobsformedAppleComputer
RAM,andbasictextualvideo
initsgaragewithSteveWozniakand
chips),whichwaslessthanwhatis
RonaldWaynein1976.
nowconsideredacompletepersonal
[21]
computer. TheAppleIwenton
saleinJuly1976andwasmarketpricedat$666.66($2,772in2016dollars,
adjustedforinflation).[22][23][24][25][26][27]
ApplewasincorporatedJanuary3,1977,[28]withoutWayne,whosoldhis
shareofthecompanybacktoJobsandWozniakfor$800.[17]
MultimillionaireMikeMarkkulaprovidedessentialbusinessexpertiseand
fundingof$250,000duringtheincorporationofApple.[29][30]Duringthe
firstfiveyearsofoperationsrevenuesgrewexponentially,doublingabout
everyfourmonths.BetweenSeptember1977andSeptember1980yearly
salesgrewfrom$775,000to$118m,anaverageannualgrowthrateof
533%.[31]
TheAppleII,alsoinventedbyWozniak,wasintroducedonApril16,1977,
atthefirstWestCoastComputerFaire.Itdifferedfromitsmajorrivals,the
TRS80andCommodorePET,becauseofitscharactercellbasedcolorgraphicsandopenarchitecture.While
earlyAppleIImodelsusedordinarycassettetapesasstoragedevices,theyweresupersededbytheintroductionof
a51/4inchfloppydiskdriveandinterfacecalledtheDiskII.[32]TheAppleIIwaschosentobethedesktop
platformforthefirst"killerapp"ofthebusinessworld:VisiCalc,aspreadsheetprogram.[33]VisiCalccreateda
businessmarketfortheAppleIIandgavehomeusersanadditionalreasontobuyanAppleII:compatibilitywith
theoffice.[33]BeforeVisiCalc,ApplehadbeenadistantthirdplacecompetitortoCommodoreandTandy.[34][35]
Bytheendofthe1970s,Applehadastaffofcomputerdesignersandaproductionline.Thecompanyintroduced
theAppleIIIinMay1980inanattempttocompetewithIBMandMicrosoftinthebusinessandcorporate
computingmarket.[36]JobsandseveralAppleemployees,includingJefRaskin,visitedXeroxPARCinDecember
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1979toseetheXeroxAlto.XeroxgrantedAppleengineersthreedaysofaccesstothePARCfacilitiesinreturnfor
theoptiontobuy100,000shares(800,000splitadjustedshares)ofAppleatthepreIPOpriceof$10ashare.[37]
Jobswasimmediatelyconvincedthatallfuturecomputerswoulduseagraphicaluserinterface(GUI),and
developmentofaGUIbeganfortheAppleLisa.[38]In1982,however,hewaspushedfromtheLisateamdueto
infighting.JobstookoverJefRaskin'slowcostcomputerproject,theMacintosh.Aracebrokeoutbetweenthe
LisateamandtheMacintoshteamoverwhichproductwouldshipfirst.Lisawontheracein1983andbecamethe
firstpersonalcomputersoldtothepublicwithaGUI,butwasacommercialfailureduetoitshighpricetagand
limitedsoftwaretitles.[39]
OnDecember12,1980,Applewentpublicat$22pershare,[40]generatingmorecapitalthananyIPOsinceFord
MotorCompanyin1956andinstantlycreatingmoremillionaires(about300)thananycompanyinhistory.[41]
198491:SuccesswithMacintosh
In1984,ApplelaunchedtheMacintosh,thefirstpersonalcomputertobe
soldwithoutaprogramminglanguageatall.[42]Itsdebutwassignifiedby
"1984",a$1.5milliontelevisioncommercialdirectedbyRidleyScottthat
airedduringthethirdquarterofSuperBowlXVIIIonJanuary22,1984.[43]
ThecommercialisnowhailedasawatershedeventforApple'ssuccess[44]
anda"masterpiece".[45][46]
TheMacintoshinitiallysoldwell,butfollowupsaleswerenotstrong[47]
ThefirstMacintosh,releasedin1984,
duetoitshighpriceandlimitedrangeofsoftwaretitles.Themachine's
wasthefirstmassmarketpersonal
fortuneschangedwiththeintroductionoftheLaserWriter,thefirst
computerfeaturinganintegral
PostScriptlaserprintertobesoldatareasonableprice,andPageMaker,an
graphicaluserinterfaceandmouse.
earlydesktoppublishingpackage.Ithasbeensuggestedthatthe
combinationofthesethreeproductswereresponsibleforthecreationofthe
desktoppublishingmarket.[48]TheMacintoshwasparticularlypowerfulinthedesktoppublishingmarketduetoits
advancedgraphicscapabilities,whichhadnecessarilybeenbuiltintocreatetheintuitiveMacintoshGUI.
In1985,apowerstruggledevelopedbetweenJobsandCEOJohnSculley,whohadbeenhiredtwoyears
earlier.[49]TheAppleboardofdirectorsinstructedSculleyto"contain"Jobsandlimithisabilitytolaunch
expensiveforaysintountestedproducts.RatherthansubmittoSculley'sdirection,Jobsattemptedtoousthimfrom
hisleadershiproleatApple.SculleyfoundoutthatJobshadbeenattemptingtoorganizeacoupandcalledaboard
meetingatwhichApple'sboardofdirectorssidedwithSculleyandremovedJobsfromhismanagerialduties.[47]
JobsresignedfromAppleandfoundedNeXTInc.thesameyear.[50]
AfterJobs'departure,theMacintoshproductlineunderwentasteadychangeoffocustohigherpricepoints,theso
called"highrightpolicy"namedforthepositiononachartofpricevs.profits.Jobshadarguedthecompany
shouldproduceproductsaimedattheconsumermarketandaimedfora$1000pricefortheMacintosh,whichthey
wereunabletomeet.Newermodelssellingathigherpricepointsofferedhigherprofitmargin,andappearedto
havenoeffectontotalsalesaspoweruserssnappedupeveryincreaseinpower.Althoughsomeworriedabout
pricingthemselvesoutofthemarket,thehighrightpolicywasinfullforcebythemid1980s,notablyduetoJean
LouisGasse'smantraof"fiftyfiveordie",referringtothe55%profitmarginsoftheMacintoshII.[51]
ThispolicybegantobackfireinthelastyearsofthedecadeasnewdesktoppublishingprogramsappearedonPC
clonesthatofferedsomeormuchofthesamefunctionalityoftheMacintoshbutatfarlowerpricepoints.The
companylostitsmonopolyinthismarket,andhadalreadyestrangedmanyofitsoriginalconsumercustomerbase
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whocouldnolongeraffordtheirhighpricedproducts.TheChristmas
seasonof1989wasthefirstinthecompany'shistorythatsawdeclining
sales,andledtoa20%dropinApple'sstockprice.[52]Gasse'sobjections
wereoverruled,andhewasforcedfromthecompanyin1990.Laterthat
year,Appleintroducedthreelowercostmodels,theMacintoshClassic,
MacintoshLCandMacintoshIIsi,allofwhichsawsignificantsalesdueto
pentupdemand.
In1991,AppleintroducedthePowerBook,replacingthe"luggable"
MacintoshPortablewithadesignthatsetthecurrentshapeforalmostall
modernlaptops.Thesameyear,AppleintroducedSystem7,amajor
TheMacintoshPortable,releasedin
upgradetotheoperatingsystemwhichaddedcolortotheinterfaceand
1989,wasApple'sfirstbattery
introducednewnetworkingcapabilities.Itremainedthearchitecturalbasis
poweredportableMacintoshpersonal
fortheClassicMacOS.ThesuccessofthePowerBookandotherproducts
computer.
broughtincreasingrevenue.[49]Forsometime,Applewasdoingincredibly
well,introducingfreshnewproductsandgeneratingincreasingprofitsin
theprocess.ThemagazineMacAddictnamedtheperiodbetween1989and1991asthe"firstgoldenage"ofthe
Macintosh.
ApplebelievedtheAppleIIserieswastooexpensivetoproduceandtookawaysalesfromthelowend
Macintosh.[53]In1990,ApplereleasedtheMacintoshLC,whichfeaturedasingleexpansionslotfortheAppleIIe
CardtohelpmigrateAppleIIuserstotheMacintoshplatform[53]theAppleIIewasdiscontinuedin1993.
199197:Decline,restructuring,acquisitions
ThesuccessofApple'slowercostconsumermodels,especiallytheLC,
alsoledtocannibalizationoftheirhigherpricedmachines.Toaddressthis,
managementintroducedseveralnewbrands,sellinglargelyidentical
machinesatdifferentpricepointsaimedatdifferentmarkets.Thesewere
thehighendQuadra,themidrangeCentrisline,andtheillfatedPerforma
series.Thisledtosignificantmarketconfusion,ascustomersdidnot
understandthedifferencebetweenmodels.[55]
Applealsoexperimentedwithanumberofotherunsuccessfulconsumer
targetedproductsduringthe1990s,includingdigitalcameras,portableCD
audioplayers,speakers,videoconsoles,theeWorldonlineservice,andTV
appliances.Enormousresourceswerealsoinvestedintheproblemplagued
NewtondivisionbasedonJohnSculley'sunrealisticmarketforecasts.
Ultimately,noneoftheseproductshelpedandApple'smarketshareand
stockpricescontinuedtoslide.
ThePenlitewasApple'sfirstattempt
atatabletcomputer.Createdin1992,
theprojectwasdesignedtobringthe
MacOStoatouchscreendisplay
butwasshelvedinfavorofthe
Newton. [54]
Throughoutthisperiod,MicrosoftcontinuedtogainmarketsharewithWindowsbyfocusingondelivering
softwaretocheapcommoditypersonalcomputers,whileApplewasdeliveringarichlyengineeredbutexpensive
experience.[56]Applereliedonhighprofitmarginsandneverdevelopedaclearresponseinstead,theysued
MicrosoftforusingaGUIsimilartotheAppleLisainAppleComputer,Inc.v.MicrosoftCorp..[57]Thelawsuit
draggedonforyearsbeforeitwasfinallydismissed.Atthistime,aseriesofmajorproductflopsandmissed
deadlinessulliedApple'sreputation,andSculleywasreplacedasCEObyMichaelSpindler.[58]
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Bytheearly1990s,Applewasdevelopingalternativeplatformstothe
Macintosh,suchasA/UX.TheMacintoshplatformitselfwasbecoming
outdatedbecauseitwasnotbuiltformultitaskingandbecauseseveral
importantsoftwareroutineswereprogrammeddirectlyintothehardware.
Inaddition,ApplewasfacingcompetitionfromOS/2andUNIXvendors
suchasSunMicrosystems.TheMacintoshwouldneedtobereplacedbya
newplatformorreworkedtorunonmorepowerfulhardware.[59]
TheNewtonwasApple'sfirstforay
intothePDAmarkets,aswellasone
ofthefirstintheindustry.Despite
beingafinancialflopatthetimeof
itsrelease,ithelpedpavethewayfor
thePalmPilotandApple'sown
iPhoneandiPadinthefuture.
In1994,ApplealliedwithIBMandMotorolaintheAIMalliancewiththe
goalofcreatinganewcomputingplatform(thePowerPCReference
Platform),whichwoulduseIBMandMotorolahardwarecoupledwith
Applesoftware.TheAIMalliancehopedthatPReP'sperformanceand
Apple'ssoftwarewouldleavethePCfarbehindandthuscounterMicrosoft.
Thesameyear,AppleintroducedthePowerMacintosh,thefirstofmany
ApplecomputerstouseMotorola'sPowerPCprocessor.[60]
In1996,SpindlerwasreplacedbyGilAmelioasCEO.Ameliomade
numerouschangesatApple,includingextensivelayoffsandcutcosts.[61]
AfternumerousfailedattemptstoimproveMacOS,firstwiththeTaligent
projectandlaterwithCoplandandGershwin,AmeliochosetopurchaseNeXTanditsNeXTSTEPoperating
systemandbringSteveJobsbacktoApple.[62]
19972007:Returntoprofitability
TheNeXTdealwasfinalizedonFebruary9,1997,[63]bringingJobs
backtoAppleasanadvisor.OnJuly9,1997,Ameliowasoustedby
theboardofdirectorsafteroverseeingathreeyearrecordlowstock
priceandcripplingfinanciallosses.JobsactedastheinterimCEO
andbeganrestructuringthecompany'sproductlineitwasduring
thisperiodthatheidentifiedthedesigntalentofJonathanIve,and
thepairworkedcollaborativelytorebuildApple'sstatus.[64]
Atthe1997MacworldExpo,JobsannouncedthatApplewouldjoin
MicrosofttoreleasenewversionsofMicrosoftOfficeforthe
Macintosh,andthatMicrosofthadmadea$150millioninvestment
innonvotingApplestock.[65]OnNovember10,1997,Apple
introducedtheAppleOnlineStore,whichwastiedtoanewbuild
toordermanufacturingstrategy.[66][67]
PowerMacwasalineofAppleMacintosh
workstationclasspersonalcomputersbased
onvariousmodelsofPowerPC
microprocessorsthatweredevelopedfrom
March1994untilAugust2006.
OnAugust15,1998,AppleintroducedanewallinonecomputerreminiscentoftheMacintosh128K:theiMac.
TheiMacdesignteamwasledbyIve,whowouldlaterdesigntheiPodandtheiPhone.[68][69]TheiMacfeatured
moderntechnologyandauniquedesign,andsoldalmost800,000unitsinitsfirstfivemonths.[70]
Duringthisperiod,Applecompletednumerousacquisitionstocreateaportfolioofdigitalproductionsoftwarefor
bothprofessionalsandconsumers.In1998,ApplepurchasedMacromedia'sKeyGripsoftwareproject,signaling
anexpansionintothedigitalvideoeditingmarket.ThesalewasanoutcomeofMacromedia'sdecisiontosolely
focusuponwebdevelopmentsoftware.Theproduct,stillunfinishedatthetimeofthesale,wasrenamed"Final
CutPro"whenitwaslaunchedontheretailmarketinApril1999.[71][72]ThedevelopmentofKeyGripalsoledto
Apple'sreleaseoftheconsumervideoeditingproductiMovieinOctober1999.[73]Next,Applesuccessfully
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acquiredtheGermancompanyAstarte,whichhaddevelopedDVDauthoringtechnology,aswellasAstarte's
correspondingproductsandengineeringteaminApril2000.Astarte'sdigitaltoolDVDirectorwassubsequently
transformedintotheprofessionalorientedDVDStudioProsoftwareproduct.Applethenemployedthesame
technologytocreateiDVDfortheconsumermarket.[73]In2002,ApplepurchasedNothingRealfortheiradvanced
digitalcompositingapplicationShake,[74]aswellasEmagicforthemusicproductivityapplicationLogic.The
purchaseofEmagicmadeApplethefirstcomputermanufacturertoownamusicsoftwarecompany.The
acquisitionwasfollowedbythedevelopmentofApple'sconsumerlevelGarageBandapplication.[75]Therelease
ofiPhotointhesameyearcompletedtheiLifesuite.[76]
MacOSX,basedonNeXT'sOPENSTEPandBSDUnix,wasreleasedonMarch24,2001afterseveralyearsof
development.Aimedatconsumersandprofessionalsalike,MacOSXaimedtocombinethestability,reliability
andsecurityofUnixwiththeeaseofuseaffordedbyanoverhauleduserinterface.Toaidusersinmigratingfrom
MacOS9,thenewoperatingsystemallowedtheuseofOS9applicationswithinMacOSXviatheClassic
Environment.[77]
OnMay19,2001,AppleopenedthefirstofficialAppleRetailStoresinVirginiaandCalifornia.[78]OnOctober23
ofthesameyear,AppledebutedtheiPodportabledigitalaudioplayer.Theproduct,whichwasfirstsoldon
November10,2001,wasphenomenallysuccessfulwithover100millionunitssoldwithinsixyears.[79][80]In
2003,Apple'siTunesStorewasintroduced.Theserviceofferedonlinemusicdownloadsfor$0.99asongand
integrationwiththeiPod.TheiTunesstorequicklybecamethemarketleaderinonlinemusicservices,withover5
billiondownloadsbyJune19,2008.[81]
TheMacBookPro,Apple'sfirst
laptopwithanIntelmicroprocessor,
introducedinJanuary2006.
AttheWorldwideDevelopersConferencekeynoteaddressonJune6,2005,
JobsannouncedthatApplewouldbeginproducingIntelbasedMac
computersin2006.[82]OnJanuary10,2006,thenewMacBookProand
iMacbecamethefirstApplecomputerstouseIntel'sCoreDuoCPU.By
August7,2006,ApplemadethetransitiontoIntelchipsfortheentireMac
productlineoveroneyearsoonerthanannounced.[82]ThePowerMac,
iBookandPowerBookbrandswereretiredduringthetransitiontheMac
Pro,MacBook,andMacBookProbecametheirrespective
successors.[83][84]OnApril29,2009,TheWallStreetJournalreportedthat
Applewasbuildingitsownteamofengineerstodesignmicrochips.[85]
ApplealsointroducedBootCampin2006tohelpusersinstallWindows
XPorWindowsVistaontheirIntelMacsalongsideMacOSX.[86]
Apple'ssuccessduringthisperiodwasevidentinitsstockprice.Between
early2003and2006,thepriceofApple'sstockincreasedmorethantenfold,fromaround$6pershare(split
adjusted)toover$80.InJanuary2006,Apple'smarketcapsurpassedthatofDell.[87]Nineyearsprior,Dell'sCEO
MichaelDellhadsaidthatifheranApplehewould"shutitdownandgivethemoneybacktothe
shareholders."[88]AlthoughApple'smarketshareincomputershadgrown,itremainedfarbehindcompetitors
usingMicrosoftWindows,accountingforabout8%ofdesktopsandlaptopsintheUS.
Since2001,Apple'sdesignteamhasprogressivelyabandonedtheuseoftranslucentcoloredplasticsfirstusedin
theiMacG3.ThisdesignchangebeganwiththetitaniummadePowerBookandwasfollowedbytheiBook'swhite
polycarbonatestructureandtheflatpaneliMac.[89][90]
200711:Successwithmobiledevices
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DuringhiskeynotespeechattheMacworldExpoonJanuary9,2007,Jobs
announcedthatAppleComputer,Inc.wouldthereafterbeknownas"Apple
Inc.",becausethecompanyhadshifteditsemphasisfromcomputersto
consumerelectronics.[92][93]Thiseventalsosawtheannouncementofthe
iPhoneandtheAppleTV.[94][95][96][97]Thefollowingday,Appleshareshit
$97.80,analltimehighatthatpoint.InMay,Apple'ssharepricepassedthe
$100mark.[98]ApplewouldachievewidespreadsuccesswithitsiPhone,iPod
TouchandiPadproducts,whichintroducedinnovationsinmobilephones,
portablemusicplayersandpersonalcomputersrespectively.[99]Furthermore,
byearly2007,800,000FinalCutProuserswereregistered.[100]
InanarticlepostedonApple'swebsiteonFebruary6,2007,Jobswrotethat
ApplewouldbewillingtosellmusicontheiTunesStorewithoutdigitalrights
management(DRM),therebyallowingtrackstobeplayedonthirdparty
players,ifrecordlabelswouldagreetodropthetechnology.[101]OnApril2,
2007,AppleandEMIjointlyannouncedtheremovalofDRMtechnologyfrom
EMI'scatalogintheiTunesStore,effectiveinMay2007.[102]Otherrecord
labelseventuallyfollowedsuitandApplepublishedapressreleaseinJanuary
2009toannouncethecorrespondingchangestotheiTunesStore.[103]
AfifthgenerationiPod,oneof
JonathanIve'smostrecognized
industrialdesigns.iPodhasbeen
phenomenallysuccessfulwith
over390millionunitssold
worldwide. [91]
InJuly2008,ApplelaunchedtheAppStoretosellthirdpartyapplicationsfortheiPhoneandiPodTouch.[104]
Withinamonth,thestoresold60millionapplicationsandregisteredanaveragedailyrevenueof$1million,with
JobsspeculatinginAugust2008thattheAppStorecouldbecomeabilliondollarbusinessforApple.[105]By
October2008,Applewasthethirdlargestmobilehandsetsupplierintheworldduetothepopularityofthe
iPhone.[106]
OnDecember16,2008,Appleannouncedthat2009wouldbethelastyearthecorporationwouldattendthe
MacworldExpo,aftermorethan20yearsofattendance,andthatseniorvicepresidentofWorldwideProduct
MarketingPhilipSchillerwoulddeliverthe2009keynoteaddressinlieuoftheexpectedJobs.Theofficialpress
releaseexplainedthatApplewas"scalingback"ontradeshowsingeneral,includingMacworldTokyoandthe
AppleExpoinParis,France,primarilybecausetheenormoussuccessesoftheAppleRetailStoresandwebsitehad
renderedtradeshowsaminorpromotionalchannel.[107][108]
OnJanuary14,2009,aninternalmemofromJobsannouncedthathewouldbetakingasixmonthmedicalleaveof
absencefromAppleuntiltheendofJune2009andwouldspendthetimefocusingonhishealth.Intheemail,Jobs
statedthat"thecuriosityovermypersonalhealthcontinuestobeadistractionnotonlyformeandmyfamily,but
everyoneelseatAppleaswell",andexplainedthatthebreakwouldallowthecompany"tofocusondelivering
extraordinaryproducts".[109]DespiteJobs'sabsence,Applerecordeditsbestnonholidayquarter(Q1FY2009)
duringtherecessionwithrevenueof$8.16billionandprofitof$1.21billion.[110][111]
Afteryearsofspeculationandmultiplerumored"leaks",Appleannounced
alargescreen,tabletlikemediadeviceknownastheiPadonJanuary27,
2010.TheiPadranthesametouchbasedoperatingsystemastheiPhone,
andmanyiPhoneappswerecompatiblewiththeiPad.ThisgavetheiPada
largeappcatalogonlaunch,despiteverylittledevelopmenttimebeforethe
release.LaterthatyearonApril3,2010,theiPadwaslaunchedintheUS.
Wikinewshasrelated
news:
Appleunveils
iPhone4,iOS4at
Worldwide
Developers
Conference2010
Appletogivefree
cases,refundsto
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Itsoldmorethan300,000unitsonitsfirstday,and500,000bytheendof
thefirstweek.[112]InMayofthesameyear,Apple'smarketcapexceeded
thatofcompetitorMicrosoftforthefirsttimesince1989.[113]
iPhone4owners
Appleunveilsnew
iPods,AppleTV
updatesiOS,
iTunes
Appleunveilsnew
MacBookAir
laptops,iLife'11
softwaresuite
InJune2010,ApplereleasedtheiPhone4,[114]whichintroducedvideo
calling,multitasking,andanewuninsulatedstainlesssteeldesignthatacted
asthephone'santenna.Laterthatyear,AppleagainrefresheditsiPodline
ofMP3playersbyintroducingamultitouchiPodNano,aniPodTouch
withFaceTime,andaniPodShufflethatbroughtbackthebuttonsofearlier
generations.[115][116][117]Additionally,onOctober20,Appleupdatedthe
MacBookAirlaptop,iLifesuiteofapplications,andunveiledMacOSXLion,thelastversionwiththenameMac
OSX.[118]
InOctober2010,Appleshareshitanalltimehigh,eclipsing$300.[119]
OnJanuary6,2011,thecompanyopeneditsMacAppStore,adigital
softwaredistributionplatformsimilartotheiOSAppStore.[120]
AlongsidepeerentitiessuchasAtariandCiscoSystems,Applewas
featuredinthedocumentarySomethingVenturedwhichpremieredin2011
andexploredthethreedecadeerathatledtotheestablishmentand
dominanceofSiliconValley.[121]
OnJanuary17,2011,JobsannouncedinaninternalApplememothathe
AppleStoreinYonkers,NewYork
wouldtakeanothermedicalleaveofabsence,foranindefiniteperiod,to
allowhimtofocusonhishealth.ChiefoperatingofficerTimCook
assumedJobs'sdaytodayoperationsatApple,althoughJobswouldstillremain"involvedinmajorstrategic
decisions".[122]Applebecamethemostvaluableconsumerfacingbrandintheworld.[123]InJune2011,Jobs
surprisinglytookthestageandunveilediCloud,anonlinestorageandsyncingserviceformusic,photos,filesand
softwarewhichreplacedMobileMe,Apple'spreviousattemptatcontentsyncing.[124]
ThiswouldbethelastproductlaunchJobswouldattendbeforehisdeath.IthasbeenarguedthatApplehas
achievedsuchefficiencyinitssupplychainthatthecompanyoperatesasamonopsony(onebuyer,manysellers)
andcandictatetermstoitssuppliers.[125][126][127]InJuly2011,duetotheAmericandebtceilingcrisis,Apple's
financialreserveswerebrieflylargerthanthoseoftheU.S.Government.[128]
OnAugust24,2011,JobsresignedhispositionasCEOofApple.[129]HewasreplacedbyCookandJobsbecame
Apple'schairman.Priortothis,Appledidnothaveachairmanandinsteadhadtwocoleaddirectors,AndreaJung
andArthurD.Levinson,whocontinuedwiththosetitlesuntilLevinsonbecameChairmanoftheBoardin
November.[130]
2011present:PostSteveJobseraTimCookleadership
OnOctober5,2011,AppleannouncedthatSteveJobshaddied,markingtheendofaneraforApple.[131][132]The
firstmajorproductannouncementbyApplefollowingJobs'spassingoccurredonJanuary19,2012,whenApple's
PhilSchillerintroducediBooksTextbooksforiOSandiBookAuthorforMacOSXinNewYorkCity.[133]Jobs
hadstatedinhisbiographythathewantedtoreinventthetextbookindustryandeducation.
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From2011to2012,ApplereleasedtheiPhone4SandiPhone5,whichfeaturedimprovedcameras,an"intelligent
softwareassistant"namedSiri,andcloudsourceddatawithiCloud[134][135][136]thethirdandfourthgeneration
iPads,whichfeaturedRetinadisplays[137][138][139]andtheiPadMini,whichfeatureda7.9inchscreenincontrast
totheiPad's9.7inchscreen.[140]Theselaunchesweresuccessful,withtheiPhone5(releasedSeptember21,2012)
becomingApple'sbiggestiPhonelaunchwithover2millionpreorders[141]andsalesof3millioniPadsinthree
daysfollowingthelaunchoftheiPadMiniandfourthgenerationiPad(releasedNovember3,2012).[142]Apple
alsoreleasedathirdgeneration13inchMacBookProwithaRetinadisplayandnewiMacandMacMini
computers.[139][140][143]
OnOctober29,2011,ApplepurchasedC3Technologies,amappingcompany,for$240million,makingitthethird
mappingcompanythatApplehaspurchased.[144]OnJanuary10,2012,Applepaid$500milliontoacquireAnobit,
anIsraelihardwarecompanythatdevelopedandsuppliedaproprietarymemorysignalprocessingtechnologythat
improvedtheperformanceoftheflashmemoryusediniPhonesandiPads.[145][146]OnJuly24,2012,duringa
conferencecallwithinvestors,TimCooksaidthathelovedIndia,butthatApplewasgoingtoexpectlarger
opportunitiesoutsideofIndia.Cookcitedthe30%sourcingrequirementfromIndiaasthereason.[147][148][149][150]
OnAugust20,2012,Apple'srisingstockrosethecompany'svaluetoaworldrecord$624billion.Thisbeatthe
noninflationadjustedrecordformarketcapitalizationsetbyMicrosoftin1999.[151]OnAugust24,2012,aUS
juryruledthatSamsungshouldpayApple$1.05billion(665m)indamagesinanintellectualproperty
lawsuit.[152]Samsungappealedthedamagesaward,whichtheCourtreducedby$450million.[153]TheCourt
furthergrantedSamsung'srequestforanewtrial.[153]OnNovember10,2012,Appleconfirmedaglobalsettlement
thatwoulddismissalllawsuitsbetweenAppleandHTCuptothatdate,infavorofatenyearlicenseagreement
forcurrentandfuturepatentsbetweenthetwocompanies.[154]ItispredictedthatApplewillmake$280milliona
yearfromthisdealwithHTC.[155]
ApreviouslyconfidentialemailwrittenbyJobsayearbeforehisdeath,waspresentedduringtheproceedingsof
theAppleInc.v.SamsungElectronicsCo.lawsuitsandbecamepubliclyavailableinearlyApril2014.Witha
subjectlinethatreads"Top100A,"theemailwassentonlytothecompany's100mostsenioremployeesand
outlinesJobs'svisionofAppleInc.'sfutureunder10subheadings.Notably,Jobsdeclaresa"HolyWarwith
Google"for2011andschedulesa"newcampus"for2015.[156]
InMarch2013,Applefiledapatentforanaugmentedreality(AR)systemthatcanidentifyobjectsinalivevideo
streamandpresentinformationcorrespondingtotheseobjectsthroughacomputergeneratedinformationlayer
overlaidontopoftherealworldimage.[157]Laterin2013,AppleacquiredEmbarkInc.,asmallSiliconValley
basedmappingcompanythatbuildsfreetransitappstohelpsmartphoneusersnavigatepublictransportationin
U.S.cities,[158]andPrimeSense,anIsraeli3DsensingcompanybasedinTelAviv.[159]InDecember2013,Apple
Inc.purchasedsocialanalyticsfirmTopsy.Topsyisoneofasmallnumberoffirmswithrealtimeaccesstothe
messagesthatappearonTwitterandcan"dorealtimeanalysisofthetrendsanddiscussionshappeningon
Twitter".[160]Thecompanyalsomadeseveralhighprofilehiringdecisionsin2013.OnJuly2,2013,Apple
recruitedPaulDeneve,BelgianPresidentandCEOofYvesSaintLaurentasavicepresidentreportingdirectlyto
TimCook.[161]AmidOctober2013announcementrevealedthatBurberryexecutiveAngelaAhrendtswill
commenceasaseniorvicepresidentatAppleinmid2014.AhrendtsoversawBurberry'sdigitalstrategyfor
almosteightyearsand,duringhertenure,salesincreasedtoaboutUS$3.2billionandsharesgainedmorethan
threefold.[162]
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AttheWorldwideDeveloper'sConferenceonJune10,2013,AppleannouncedtheseventhiOSoperatingsystem
alongsideOSXMavericks,thetenthversionofOSX,andanewInternetradioservicecallediTunes
Radio.[163][164][165]iTunesRadio,iOS7andOSXMaverickswerereleasedfall2013.[163][164][166]OnDecember6,
2013,AppleInc.launchediBeaconacrossits254U.S.retailstores.UsingBluetoothwirelesstechnology,iBeacon
sensestheuser'sexactlocationwithintheApplestoreandsendstheusermessagesaboutproducts,eventsand
otherinformation,tailoredtotheuser'slocation.[167]
AlongsideGooglevicepresidentVintCerfandAT&TCEORandallStephenson,Cookattendedacloseddoor
summitheldbyPresidentObamaonAugust8,2013,inregardtogovernmentsurveillanceandtheInternetinthe
wakeoftheEdwardSnowdenNSAincident.[168][169]OnFebruary4,2014,CookmetwithAbdullahGl,the
PresidentofTurkey,inAnkaratodiscussthecompany'sinvolvementintheFatihproject.[170]Cookalsoconfirmed
thatTurkey'sfirstAppleRetailStorewouldbeopenedinIstanbulinApril2014.[171]
AnanonymousAppleemployeerevealedtotheBloombergmediapublicationthattheopeningofaTokyo,Japan,
storewasplannedfor2014.AJapaneseanalysthasstated,"ForApple,theJapanesemarketisappealinginterms
ofquantityandprice.ThereisroomtoexpandtabletsalesandapossibilitytheJapanesemarketexpandsifApples
mobilecarrierpartnersincrease."[172]AsofJune13,2014,AppleoperatedthreestoresinTokyo.[173]OnOctober
1,2013,AppleIndiaexecutivesunveiledaplantoexpandfurtherintotheIndianmarket,followingCook's
acknowledgmentofthecountryinJuly2013whensalesresultsshowedthatiPhonesalesinIndiagrew400%
duringthesecondquarterof2013.[174]
AppleInc.reportedthatthecompanysold51millioniPhonesintheQ1of2014(analltimequarterlyrecord),
comparedto47.8millionintheyearagoquarter.Applealsosold26millioniPadsduringthequarter,alsoanall
timequarterlyrecord,comparedto22.9millionintheyearagoquarter.TheCompanysold4.8millionMacs,
comparedto4.1millionintheyearagoquarter.[175]OnMay28,2014,AppleconfirmeditsintenttoacquireDr.
DreandJimmyIovine'saudiocompanyBeatsElectronicsproduceroftheBeatsbyDr.Drelineofheadphones
andspeakerproducts,andoperatorofthemusicstreamingserviceBeatsMusicfor$3billion,andtoselltheir
productsthroughApple'sretailoutletsandresellers.IovinefeltthatBeatshadalways"belonged"withApple,as
thecompanymodeleditselfafterApple's"unmatchedabilitytomarrycultureandtechnology."[176][177][178]In
August2014,anApplerepresentativeconfirmedtothemediathatAnandLalShimpi,editorandpublisherofthe
AnandTechwebsite,hadbeenrecruitedbyApplewithoutelaboratingonLalShimpi'srole.[179]
ApplehasbeenatthetopofInterbrand'sannualBestGlobalBrandsreportfor3yearsinarow2013,[12]2014,[13]
and2015,withavaluationof$170.3billion.[14]
InDecember2015,Appleboughta70,000squarefootwaferfabbuildinginSanJose,CAfromMaximIntegrated
for$18.2million.[180]
In2016,itwasrevealedthatApplewouldbemakingitsfirstoriginalscriptedseries,[181]asixepisodedramaabout
thelifeofDr.Dre.MusicVideodirectorPaulHunterwilldirecttheseries.[181]
OnMay12,2016,AppleInc.,invested$1billionUSDinDidiChuxing,aChinesecompetitortoUber.[182][183][184]
OnJune6,2016,Forbesreleasedtheirlistofcompaniesrankedonrevenuegeneration.Inthetrailingfiscalyear,
Appleappearedonthelistasthetoptechcompany.[185]Itrankedthird,overall,with$233billioninrevenue.[185]
Thisrepresentsamovementupwardoftwospotsfromthepreviousyear'slist.[185]
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Inthefallof2016,ApplewillreleaseanappcalledHome,whichwillallowausertodealwithalltheirsmart
homeappliancesfromtheiPhone,iPad,AppleWatch,andAppleTV.[186]
OnSeptember22,2016,AppleInc.acquiredTuplejump,anIndia/USbasedmachinelearningcompany.[187]
Products
Mac
Macsthatarecurrentlybeingsoldare:
MacBook:Consumerultrathin,ultraportablenotebook,introducedin2006andrelaunchedin2015.
MacBookAir:Consumerultrathin,ultraportablenotebook,introducedin2008.
MacBookPro:Professionalnotebook,introducedin2006.
MacMini:Consumersubdesktopcomputer,introducedin2005.
iMac:Consumerallinonedesktopcomputer,introducedin1998.
MacPro:Workstationdesktopcomputer,introducedin2006.
ApplesellsavarietyofcomputeraccessoriesforMacs,includingThunderboltDisplay,MagicMouse,Magic
Trackpad,MagicKeyboard,theAirPortwirelessnetworkingproducts,andTimeCapsule.
iPod
OnOctober23,2001,AppleintroducedtheiPoddigitalmusicplayer.
Severalupdatedmodelshavesincebeenintroduced,andtheiPodbrandis
nowthemarketleaderinportablemusicplayersbyasignificantmargin.
Morethan350millionunitshaveshippedasofSeptember2012.[188]Apple
haspartneredwithNiketooffertheNike+iPodSportsKit,enablingrunners
tosynchronizeandmonitortheirrunswithiTunesandtheNike+website.
ApplecurrentlysellsthreevariantsoftheiPod:
iPodShuffle:Ultraportabledigitalaudioplayer,currentlyavailable
ina2GBmodel,introducedin2005.
iPodNano:Portablemediaplayer,currentlyavailableina16GB
iPodlineasof2014.Fromleftto
model,introducedin2005.Earliermodelsfeaturedthetraditional
right:iPodShuffle,iPodNano,iPod
iPodclickwheel,butthecurrentgenerationfeaturesamultitouch
Touch.
interfaceandincludesanFMradioandapedometer.
iPodTouch:PortablemediaplayerthatrunsiOSandiscurrently
availablein16,32,64,and128GBmodels,introducedin2007.ThecurrentgenerationfeaturestheApple
A8processor,aRetinadisplay,Sirianddualcamerasonthefront(1.2megapixelsensor)andback(8
megapixeliSight).ThelattercamerasupportsHDvideorecordingat1080pandslowmotionvideoat120fps
in720p.[189]
iPhone
AttheMacworldConference&ExpoinJanuary2007,SteveJobsintroducedthelonganticipated[190]iPhone,a
convergenceofanInternetenabledsmartphoneandiPod.[191]ThefirstgenerationiPhonewasreleasedonJune29,
2007for$499(4GB)and$599(8GB)withanAT&Tcontract.[192]OnFebruary5,2008,itwasupdatedtohave
16GBofmemory,inadditiontothe8GBand4GBmodels.[193]Itcombineda2.5GquadbandGSMandEDGE
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cellularphonewithfeaturesfoundinhandhelddevices,runningscaleddownversions
ofApple'sMacOSX(dubbediPhoneOS,laterrenamediOS),withvariousMacOS
XapplicationssuchasSafariandMail.ItalsoincludeswebbasedandDashboard
appssuchasGoogleMapsandWeather.TheiPhonefeaturesa3.5inch(89mm)
touchscreendisplay,Bluetooth,andWiFi(both"b"and"g").[191]
Asecondversion,theiPhone3G,wasreleasedonJuly11,2008withareducedprice
of$199forthe8GBversionand$299forthe16GBversion.[194]Thisversionadded
supportfor3GnetworkingandassistedGPSnavigation.Theflatsilverbackandlarge
antennasquareoftheoriginalmodelwereeliminatedinfavorofaglossy,curved
blackorwhiteback.SoftwarecapabilitieswereimprovedwiththereleaseoftheApp
Store,whichprovidediPhonecompatibleapplicationstodownload.OnApril24,
2009,theAppStore[195]surpassedonebilliondownloads.[196]OnJune8,2009,Apple
announcedtheiPhone3GS.Itprovidedanincrementalupdatetothedevice,including
fasterinternalcomponents,supportforfaster3Gspeeds,videorecordingcapability,
andvoicecontrol.
AttheWorldwideDevelopersConference(WWDC)onJune7,2010,Apple
announcedtheredesignediPhone4.[197]Itfeatureda960x640display,theAppleA4
processor,agyroscopeforenhancedgaming,a5MPcamerawithLEDflash,front
facingVGAcameraandFaceTimevideocalling.Shortlyafteritsrelease,reception
issueswerediscoveredbyconsumers,duetothestainlesssteelbandaroundtheedge
Thefirstgeneration
ofthedevice,whichalsoservesasthephone'scellularsignalandWiFiantenna.The
iPhone,3G,4,5,5Cand
issuewascorrectedbya"BumperCase"distributedbyAppleforfreetoallownersfor
5Stoscale.
afewmonths.InJune2011,AppleovertookNokiatobecometheworld'sbiggest
smartphonemakerbyvolume.[198]OnOctober4,2011,AppleunveiledtheiPhone4S,
whichwasfirstreleasedonOctober14,2011.[199]ItfeaturestheAppleA5processorandSirivoiceassistant
technology,thelatterofwhichApplehadacquiredin2010.[200]Italsofeaturesanupdated8MPcamerawithnew
optics.Applebegananewaccessibilityfeature,MadeforiPhoneHearingAidswiththeiPhone4S.[201]Madefor
iPhoneHearingAidsfeatureLiveListen,itcanhelpyouhearaconversationinanoisyroomorhearsomeone
speakingacrosstheroom.[202]Applesold4millioniPhone4Sphonesinthefirstthreedaysofavailability.[203]
OnSeptember12,2012,AppleintroducedtheiPhone5.[204]Ithasa4inchdisplay,4GLTEconnectivity,andthe
upgradedAppleA6chip,amongseveralotherimprovements.[205]TwomillioniPhonesweresoldinthefirst
twentyfourhoursofpreordering[206]andoverfivemillionhandsetsweresoldinthefirstthreedaysofits
launch.[207]UponthelaunchoftheiPhone5SandiPhone5C,Applesetanewrecordforfirstweekend
smartphonesalesbysellingoverninemilliondevicesinthefirstthreedaysofitslaunch.[208]Thereleaseofthe
iPhone5Sand5CwasthefirsttimethatApplesimultaneouslylaunchedtwomodels.[209]
ApatentfiledinJuly2013revealedthedevelopmentofanewiPhonebatterysystemthatuseslocationdatain
combinationwithdataontheuser'shabitstomoderatethehandsetspowersettingsaccordingly.Appleisworking
towardsapowermanagementsystemthatwillprovidefeaturessuchastheabilityoftheiPhonetoestimatethe
lengthoftimeauserwillbeawayfromapowersourcetomodifyenergyusageandadetectionfunctionthat
adjuststhechargingratetobestsuitthetypeofpowersourcethatisbeingused.[210]
InaMarch2014interview,AppledesignerJonathanIveusedtheiPhoneasanexampleofApple'sethosof
creatinghighquality,lifechangingproducts.Heexplainedthatthephonesarecomparativelyexpensiveduetothe
intensiveeffortthatisusedtomakethem:
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Wedonttakesolongandmakethewaywemakeforfiscalreasons...Quitethereverse.Thebodyis
madefromasinglepieceofmachinedaluminium...Thewholethingispolishedfirsttoamirrorfinish
andthenisveryfinelytextured,exceptfortheApplelogo.Thechamfers[smoothedoffedges]arecut
withdiamondtippedcutters.Thecuttersdontusuallylastverylong,sowehadtofigureoutawayof
massmanufacturinglonglastingones.Thecameracoverissapphirecrystal.Lookatthedetails
aroundthesimcardslot.Itsextraordinary![64]
OnSeptember9,2014,AppleintroducedtheiPhone6,alongsidetheiPhone6Plusthatbothhavescreensizes
over4inches.[211]Oneyearlater,AppleintroducedtheiPhone6S,andiPhone6SPlus,whichintroducedanew
technologycalled3DTouch,includinganincreaseoftherearcamerato12MP,andtheFaceTimecamerato5
MP.[212]OnMarch21,2016,AppleintroducedtheiPhoneSEthathasa4inchsizelastusedwiththe5Sandhas
thesameinternalhardwareasthe6S.[213]
iPad
OnJanuary27,2010,Appleintroducedtheirmuchanticipatedmediatablet,theiPad,whichrunsamodified
versionofiOS.Itoffersmultitouchinteractionwithmultimediaformatsincludingnewspapers,ebooks,photos,
videos,music,wordprocessingdocuments,videogames,andmostexistingiPhoneappsusinga9.7inch
screen.[214]ItalsoincludesamobileversionofSafariforwebbrowsing,aswellasaccesstotheAppStore,iTunes
Library,iBookstore,Contacts,andNotes.ContentisdownloadableviaWiFiandoptional3Gserviceorsynced
throughtheuser'scomputer.[215]AT&TwasinitiallythesoleU.S.providerof3GwirelessaccessfortheiPad.[216]
OnMarch2,2011,AppleintroducedtheiPad2,whichhadafasterprocessorandacameraonthefrontandback.
Italsoaddedsupportforoptional3GserviceprovidedbyVerizoninadditiontoAT&T.[217]Theavailabilityofthe
iPad2wasinitiallylimitedasaresultofadevastatingearthquakeandtsunamiinJapaninMarch2011.[218]
ThethirdgenerationiPadwasreleasedonMarch7,2012andmarketedas"thenewiPad".ItaddedLTEservice
fromAT&TorVerizon,anupgradedA5Xprocessor,andRetinadisplay.Thedimensionsandformfactorremained
relativelyunchanged,withthenewiPadbeingafractionthickerandheavierthanthepreviousversionand
featuringminorpositioningchanges.[219]
OnOctober23,2012,Apple'sfourthgenerationiPadcameout,marketedasthe"iPadwithRetinadisplay".It
addedtheupgradedA6Xprocessorandreplacedthetraditional30pindockconnectorwiththealldigital
Lightningconnector.[220]TheiPadMiniwasalsointroduced.Itfeaturedareduced7.9inchdisplayandmuchof
thesameinternalspecificationsastheiPad2.[221]
OnOctober22,2013,AppleintroducedtheiPadAirandtheiPadMiniwithRetinaDisplay,bothfeaturinganew
64bitAppleA7processor.[222]
TheiPadAir2wasunveiledonOctober16,2014.Itaddedbettergraphicsandcentralprocessingandacamera
burstmodeaswellasminorupdates.TheiPadMini3wasunveiledatthesametime.[222]
Sinceitslaunch,iPadusershavedownloadedoverthreebillionapps.ThetotalnumberofAppStoredownloads,as
ofJune2015,isover100billion.[223]
OnSeptember9,2015,AppleannouncedtheiPadPro,aniPadwitha12.9inchdisplaythatsupportstwonew
accessories,theSmartKeyboardandApplePencil.[224]A9.7inchiPadProwasannouncedonMarch21,
2016.[225]
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AppleWatch
TheAppleWatchsmartwatchwaslaunchedbyCookonSeptember9,
2014,andreleasedonApril24,2015.[227]Thewearabledeviceconsistsof
fitnesstrackingcapabilitiesthataresimilartoFitbit,andmustbeusedin
combinationwithaniPhonetowork(onlytheiPhone5,orlatermodels,are
compatiblewiththeAppleWatch).[228][229][230]
AppleTV
Atthe2007Macworldconference,JobsdemonstratedtheAppleTV
TheAppleWatchquicklybecamethe
[231]
bestsellingwearabledevice,withthe
(previouslyknownastheiTV),
asettopvideodeviceintendedto
shipmentof11.4millionsmart
bridgethesaleofcontentfromiTuneswithhighdefinitiontelevisions.The
watchesinthefirsthalfof2015,
devicelinksuptoauser'sTVandsyncs,eitherviaWiFiorawired
accordingtoanalystfirm
network,withonecomputer'siTuneslibraryandstreamscontentfroman
additionalfour.TheAppleTVoriginallyincorporateda40GBharddrive
Canalys. [226]
forstorage,includedoutputsforHDMIandcomponentvideo,andplayed
videoatamaximumresolutionof720p.[232]OnMay31,2007,a160GB
harddiskdrivewasreleasedalongsidetheexisting40GBmodel.[233]AsoftwareupdatereleasedonJanuary15,
2008allowedmediatobepurchaseddirectlyfromtheAppleTV.[234]
InSeptember2009,Applediscontinuedtheoriginal40GBAppleTVandnowcontinuestoproduceandsellthe
160GBAppleTV.OnSeptember1,2010,ApplereleasedacompletelyredesignedAppleTV.Thenewdeviceis
1/4thesize,runsquieter,andreplacestheneedforaharddrivewithmediastreamingfromanyiTuneslibraryon
thenetworkalongwith8GBofflashmemorytocachemediadownloaded.LiketheiPadandtheiPhone,Apple
TVrunsonanA4processor.ThememoryincludedinthedeviceishalfofthatintheiPhone4at256MBthe
sameastheiPad,iPhone3GS,thirdandfourthgenerationiPodTouch.[235]
IthasHDMIoutastheonlyvideooutsource.FeaturesincludeaccesstotheiTunesStoretorentmoviesandTV
shows(purchasinghasbeendiscontinued),streamingfrominternetvideosources,includingYouTubeandNetflix,
andmediastreamingfromaniTuneslibrary.Applealsoreducedthepriceofthedeviceto$99.Athirdgeneration
ofthedevicewasintroducedatanAppleeventonMarch7,2012,withnewfeaturessuchashigherresolution
(1080p)andanewuserinterface.
AttheSeptember9,2015event,AppleunveiledanoverhauledAppleTV,whichnowrunsavariantofOSX,
tvOS,andcontains32GBor64GBofNANDFlashtostoregames,programs,andtocachethecurrentmedia
playing.ThereleasealsocoincidedwiththeopeningofaseparateAppleTVAppStoreandanewSiriRemote
withaglasstouchpad,gyroscopeandmicrophone.
Software
AppledevelopsitsownoperatingsystemtorunonMacs,macOS,thelatestversionbeingmacOSSierra(version
10.12).ApplealsoindependentlydevelopscomputersoftwaretitlesforitsmacOSoperatingsystem.Muchofthe
softwareAppledevelopsisbundledwithitscomputers.AnexampleofthisistheconsumerorientediLifesoftware
packagethatbundlesiMovie,iPhotoandGarageBand.Forpresentation,pagelayoutandwordprocessing,iWorkis
available,whichincludesKeynote,Pages,andNumbers.iTunes,QuickTimemediaplayer,andSoftwareUpdate
areavailableasfreedownloadsforbothmacOSandWindows.
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Applealsooffersarangeofprofessionalsoftwaretitles.Theirrangeof
serversoftwareincludestheoperatingsystemmacOSServerApple
RemoteDesktop,aremotesystemsmanagementapplicationandXsan,a
StorageAreaNetworkfilesystem.Fortheprofessionalcreativemarket,
thereisFinalCutPro,avideoproductionsuiteLogicPro,a
comprehensivemusictoolkitandMotion,anadvancedeffectscomposition
program.
ApplealsooffersonlineserviceswithiCloud,whichprovidescloudstorage
andsyncingforawiderangeofdata,includingemail,contacts,calendars,
photosanddocuments.ItalsooffersiOSdevicebackup,andisableto
integratedirectlywiththirdpartyappsforevengreaterfunctionality.
iCloudisthefourthgenerationofonlineservicesprovidedbyApple,and
wasprecededbyMobileMe,.MacandiTools,allwhichmetvarying
degreesofsuccess.
AppleWorldwideDevelopers
ConferenceisheldannuallybyApple
toshowcaseitsnewsoftwareand
technologiesforsoftwaredevelopers.
Electricvehicles
AccordingtotheSydneyMorningHerald,Applewantstostartproducinganelectriccarwithautonomousdriving
assoonas2020.Applehasmadeeffortstorecruitbatterydevelopmentengineersandotherelectricautomobile
engineersfromA123Systems,LGChem,SamsungElectronics,Panasonic,Toshiba,JohnsonControlsandTesla
Motors.[236]
AppleEnergy
AppleEnergy,LLCisawhollyownedsubsidiaryofAppleInc.thatsellssolarenergy.AsofJune6,2016,Apple's
solarfarmsinCaliforniaandNevadahavebeendeclaredtoprovide217.9megawattsofsolargeneration
capacity.[237][238]Inadditiontothecompany'ssolarenergyproduction,Applehasreceivedregulatoryapprovalto
constructalandfillgasenergyplantinNorthCarolina.Applewillusethemethaneemissionstogenerate
electricity.[239]Apple'sNorthCarolinadatacenterisalreadypoweredentirelywithenergyfromrenewable
sources.[240]
Corporateidentity
Logo
AccordingtoSteveJobs,thecompany'snamewasinspiredbyhisvisittoanapplefarmwhileonafruitariandiet.
Jobsthoughtthename"Apple"was"fun,spiritedandnotintimidating".[243]
Apple'sfirstlogo,designedbyRonWayne,depictsSirIsaacNewtonsittingunderanappletree.Itwasalmost
immediatelyreplacedbyRobJanoff's"rainbowApple",thenowfamiliarrainbowcoloredsilhouetteofanapple
withabitetakenoutofit.JanoffpresentedJobswithseveraldifferentmonochromaticthemesforthe"bitten"logo,
andJobsimmediatelytookalikingtoit.However,Jobsinsistedthatthelogobecolorizedtohumanizethe
company.[244][245]Thelogowasdesignedwithabitesothatitwouldnotbeconfusedwithacherry.[246]The
coloredstripeswereconceivedtomakethelogomoreaccessible,andtorepresentthefacttheAppleIIcould
generategraphicsincolor.[246]ThislogoisoftenerroneouslyreferredtoasatributetoAlanTuring,withthebite
markareferencetohismethodofsuicide.[247][248]BothJanoffandAppledenyanyhomagetoTuringinthedesign
ofthelogo.[246][249]
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OnAugust27,1999[242](theyearfollowingtheintroductionoftheiMacG3),Appleofficially
droppedtherainbowschemeandbegantousemonochromaticlogosnearlyidenticalinshape
tothepreviousrainbowincarnation.AnAquathemedversionofthemonochromelogowas
usedfrom1999to2003,andaglassthemedversionwasusedfrom2007to2013.[250]
SteveJobsandSteveWozniakwereBeatlesfans,[251][252]butAppleInc.hadnameandlogo
trademarkissueswithAppleCorpsLtd.,amultimediacompanystartedbytheBeatlesin
1967.Thisresultedinaseriesoflawsuitsandtensionbetweenthetwocompanies.These
issuesendedwithsettlingoftheirmostrecentlawsuitin2007.
Advertising
Apple'sfirstslogan,"ByteintoanApple",wascoinedinthelate1970s.[253]From1997to
2002,theslogan"ThinkDifferent"wasusedinadvertisingcampaigns,andisstillclosely
associatedwithApple.[254]Applealsohasslogansforspecificproductlinesforexample,
"iThink,thereforeiMac"wasusedin1998topromotetheiMac,[255]and"Sayhelloto
iPhone"hasbeenusediniPhoneadvertisements.[256]"Hello"wasalsousedtointroducethe
originalMacintosh,Newton,iMac("hello(again)"),andiPod.[257]
FromtheintroductionoftheMacintoshin1984withthe1984SuperBowlcommercialtothe
moremodern'GetaMac'adverts,Applehasbeenrecognizedinforitseffortstowards
effectiveadvertisingandmarketingforitsproducts.However,claimsmadebylater
campaignswerecriticized,particularlythe2005PowerMacads.[258][259][260]Apple'sproduct
commercialsgainedalotofattentionasaresultoftheireyepoppinggraphicsandcatchy
tunes.[261]Musicianswhobenefitedfromanimprovedprofileasaresultoftheirsongsbeing
includedonApplecommercialsincludeCanadiansingerFeistwiththesong"1234"andYael
Namwiththesong"NewSoul".[261]
Brandloyalty
Apple'shighlevelofbrandloyaltyisconsideredunusualforanyproduct.
Appleevangelistswereactivelyengagedbythecompanyatonetime,but
thiswasafterthephenomenonhadalreadybeenfirmlyestablished.Apple
evangelistGuyKawasakihascalledthebrandfanaticism"somethingthat
wasstumbledupon,"[263]whileIveexplainedin2014that"Peoplehavean
incrediblypersonalrelationship"withApple'sproducts.[64]AppleStore
openingscandrawcrowdsofthousands,withsomewaitinginlineasmuch
asadaybeforetheopeningorflyinginfromothercountriesforthe
event.[264]TheopeningofNewYorkCity'sFifthAvenue"Cube"storehad
alinehalfamilelongafewMacfansusedthesettingtopropose
marriage.[265]ThelinefortheGinzaopeninginTokyowasestimatedto
includethousandsofpeopleandexceededeightcityblocks.[266]Thehigh
levelofbrandloyaltyhasbeencriticizedandridiculed,applyingtheepithet
"Applefanboy"andmockingthelengthylinesbeforeaproductlaunch.[267]
Aninternalmemoleakedin2015suggestedthecompanyplannedto
discouragelonglinesanddirectcustomerstopurchaseitsproductsonits
website.[268]
FirstApplelogo
(April1,1976,
Prototype)
Firstofficial
Applelogoused
fromApril
1977[241]to
1998.
CurrentApple
logosince
1998. [242]
Appleaficionadoswaitinlinearound
theAppleStoreinanticipationofa
newproduct.
"ThescenesIwitnessedattheopening
ofthenewApplestoreinLondon's
CoventGardenweremorelikean
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FortunemagazinenamedApplethemostadmiredcompanyintheUnited
Statesin2008,andintheworldfrom2008to2012.[269][270][271][272][273]
OnSeptember30,2013,ApplesurpassedCocaColatobecometheworld's
mostvaluablebrandintheOmnicomGroup's"BestGlobalBrands"
report.[274]BostonConsultingGrouphasrankedAppleastheworld'smost
innovativebrandeveryyearsince2005.[275]
evangelicalprayermeetingthana
chancetobuyaphoneoralaptop."
AlexRiley,writingforthe
BBC[262]
JohnSculleytoldTheGuardiannewspaperin1997:"Peopletalkabouttechnology,butApplewasamarketing
company.Itwasthemarketingcompanyofthedecade."[276]Researchin2002byNetRatingsindicatethatthe
averageAppleconsumerwasusuallymoreaffluentandbettereducatedthanotherPCcompanyconsumers.The
researchindicatedthatthiscorrelationcouldstemfromthefactthatonaverageAppleInc.productsweremore
expensivethanotherPCproducts.[277][278]
InresponsetoaqueryaboutthedevotionofloyalAppleconsumers,JonathanIveresponded:
Whatpeoplearerespondingtoismuchbiggerthantheobject.Theyarerespondingtosomethingrare
agroupofpeoplewhodomorethansimplymakesomethingwork,theymaketheverybest
productstheypossiblycan.Itsademonstrationagainstthoughtlessnessandcarelessness.[64]
Homepage
TheApplewebsitehomepagehasbeenusedtocommemorate,orpaytributeto,milestonesandeventsoutsideof
Apple'sproductofferings:
2016:MuhammadAli[279]
2016:BillCampbell(boardmemberandfriend)[280]
2016:MartinLutherKing,Jr.[281]
2014:RobinWilliams[282]
2013:NelsonMandela[283]
2011:SteveJobs[284]
2010:JeromeB.York(boardmember)[285]
2007:AlGore(boardmemberinhonorofhisNobelPeacePrize)[286]
2005:RosaParks[287]
2003:GregoryHines[288]
2001:GeorgeHarrison[289]
Headquarters
AppleInc.'sworldcorporateheadquartersarelocatedinthemiddleofSiliconValley,at16InfiniteLoop,
Cupertino,California.ThisApplecampushassixbuildingsthattotal850,000squarefeet(79,000m2)andwas
builtin1993bySobratoDevelopmentCos.[290]
ApplehasasatellitecampusinneighboringSunnyvale,California,whereithousesatestingandresearch
laboratory.[291]AppleInsiderpublishedarticleinMarch2014claimingthatApplehasatuckedawayatopsecret
facilitywhereisdevelopingtheSG5electricvehicleprojectcodenamed"Titan"undertheshellcompanyname
SixtyEightResearch.[292]
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In2006,AppleannounceditsintentiontobuildasecondcampusinCupertinoabout1mile(1.6km)eastofthe
currentcampusandnexttoInterstate280.[293]ThenewcampusbuildingwillbedesignedbyNormanFoster.[294]
TheCupertinoCityCouncilapprovedtheproposed"spaceship"designcampusonOctober15,2013,aftera2011
presentationbyJobsdetailingthearchitecturaldesignofthenewbuildinganditsenvirons.Thenewcampusis
plannedtohouseupto13,000employeesinonecentral,fourstoried,circularbuildingsurroundedbyextensive
landscape.Itwillfeatureacafwithroomfor3,000sittingpeopleandparkingundergroundaswellasinaparking
structure.The2.8millionsquarefootfacilitywillalsoincludeJobs'soriginaldesignsforafitnesscenteranda
corporateauditorium.[295]
Apple'sheadquartersforEurope,theMiddleEastandAfrica(EMEA)arelocatedinCorkinthesouthof
Ireland.[296][297][298][299][300][301][302]Thefacility,whichopenedin1980,wasApple'sfirstlocationoutsideofthe
UnitedStates.[303]AppleSalesInternational,whichdealswithallofApple'sinternationalsalesoutsideofthe
USA,islocatedatApple'scampusinCork[304]alongwithAppleDistributionInternational,whichsimilarlydeals
withApple'sinternationaldistributionnetwork.[305]OnApril20,2012,Appleadded500newjobsatitsEuropean
headquarters,increasingthetotalworkforcefromaround2,800to3,300employees.[295][297][306]Thecompanywill
buildanewofficeblockonitsHollyhillCampustoaccommodatetheadditionalstaff.[307]ItsUnitedKingdom
headquartersisatStockleyParkontheoutskirtsofLondon.[308]
InFebruary2015,Appleopenedtheirnew180,000squarefootheadquartersinHerzliya,Israel,whichwill
accommodateapproximately800employees.ThisopeningwasApple'sthirdofficelocatedwithinIsraelthefirst,
alsoinHerzliya,wasobtainedaspartoftheAnobitacquisition,andtheotherisaresearchcenterinHaifa.[309][310]
Stores
Applehas478retailstores(asofMarch2016)inseventeencountries[1]andanonlinestoreavailablein39
countries.[311]Eachstoreisdesignedtosuittheneedsofthelocationandregulatoryauthorities.Applehasreceived
numerousarchitecturalawardsforitsstoredesigns,particularlyitsmidtownManhattanlocationonFifth
Avenue.[312][313]
TheAppleStoreinRegentStreet,London,wasthefirsttoopeninEuropeinNovember2004,andisthemost
profitableshopinLondonwiththehighestsalespersquarefoot,taking60,000,000pa,or2,000persquare
foot.[314]TheRegentStreetstorewassurpassedinsizebythenearbyAppleStoreinCoventGarden,whichwas
surpassedinsizebytheGrandCentralTerminalAppleStore,NewYorkCity,inDecember2011.
Ofthe43,000AppleemployeesintheUnitedStates30,000workatAppleStores.AppleStoreemployeesmake
aboveaveragepayforretailemployeesandareofferedmoneytowardcollegeaswellasgymmemberships,401k
plans,healthcareplans,productdiscounts,andreducedpriceonpurchaseofstock.[315]
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FifthAvenue,NewYork
City
Sydney
HongKong
Paris
Barcelona
London
Corporateaffairs
Corporateculture
Applewasoneofseveralhighlysuccessfulcompaniesfoundedinthe1970sthatbuckedthetraditionalnotionsof
corporateculture.JobsoftenwalkedaroundtheofficebarefootevenafterApplebecameaFortune500company.
Bythetimeofthe"1984"televisioncommercial,Apple'sinformalculturehadbecomeakeytraitthat
differentiateditfromitscompetitors.[316]Accordingtoa2011reportinFortune,thishasresultedinacorporate
culturemoreakintoastartupratherthanamultinationalcorporation.[317]
Asthecompanyhasgrownandbeenledbyaseriesofdifferentlyopinionatedchiefexecutives,ithasarguablylost
someofitsoriginalcharacter.Nonetheless,ithasmaintainedareputationforfosteringindividualityandexcellence
thatreliablyattractstalentedworkers,particularlyafterJobsreturnedtothecompany.NumerousAppleemployees
havestatedthatprojectswithoutJobs'sinvolvementoftentakelongerthanprojectswithit.[318]Torecognizethe
bestofitsemployees,ApplecreatedtheAppleFellowsprogramwhichawardsindividualswhomake
extraordinarytechnicalorleadershipcontributionstopersonalcomputingwhileatthecompany.TheApple
FellowshiphassofarbeenawardedtoindividualsincludingBillAtkinson,[319]SteveCapps,[320]RodHolt,[319]
AlanKay,[321][322]GuyKawasaki,[321][323]AlAlcorn,[324]DonNorman,[321]RichPage,[319]andSteve
Wozniak.[319]
AtApple,employeesarespecialistswhoarenotexposedtofunctionsoutsidetheirareaofexpertise.Jobssawthis
asameansofhaving"bestinclass"employeesineveryrole.Forinstance,RonJohnsonSeniorVicePresidentof
RetailOperationsuntilNovember1,2011wasresponsibleforsiteselection,instoreservice,andstorelayout,
yethadnocontroloftheinventoryinhisstores(thiswasdonebyCook,whohadabackgroundinsupplychain
management).[325][325]Appleisalsoknownforstrictlyenforcingaccountability.Eachprojecthasa"directly
responsibleindividual,"or"DRI"inApplejargon.[317]Asanexample,wheniOSseniorvicepresidentScott
ForstallrefusedtosignApple'sofficialapologyfornumerouserrorsintheredesignedMapsapp,hewasforcedto
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resign.[326]UnlikeothermajorU.S.companiesAppleprovidesarelativelysimplecompensationpolicyfor
executivesthatdoesnotincludeperksenjoyedbyotherCEOslikecountryclubfeesorprivateuseofcompany
aircraft.Thecompanytypicallygrantsstockoptionstoexecutiveseveryotheryear.[327]
Customerservice
In1999AppleretainedEightInc.asastrategicretaildesignpartnerandbegancreatingtheAppleretailstores.Tim
KobeofEightInc.preparedan"AppleRetail"whitepaperforJobs,outliningtheabilityofseparateAppleretail
storestodirectlydrivetheApplebrandexperienceKobeusedtheirrecentlycompletedworkwithTheNorth
FaceandNikeasabasisforthewhitepaper.ThefirsttwoAppleStoresopenedonMay19,2001inTysons
Corner,Virginia,andGlendale,California.Morethan7,700peoplevisitedApplesfirsttwostoresintheopening
weekend,spendingatotalofUS$599,000.[328]AsofJune2014,Applemaintains425retailstoresinfourteen
countries.[329][330]InadditiontoAppleproducts,thestoressellthirdpartyproductslikesoftwaretitles,digital
cameras,camcordersandhandheldorganizers.[331]
AmediaarticlepublishedinJuly2013provideddetailsaboutApple's"AtHomeAppleAdvisors"customer
supportprogramthatservesasthecorporation'scallcenter.TheadvisorsareemployedwithintheU.S.andwork
remotelyafterundergoingafourweektrainingprogramandtestingperiod.TheadvisorsearnbetweenUS$9and
$12perhourandreceiveintensivemanagementtoensureahighqualityofcustomersupport.[332]
Manufacturing
Thecompany'smanufacturing,procurementandlogisticsenableittoexecutemassiveproductlauncheswithout
havingtomaintainlarge,profitsappinginventories.In2011,Apple'sprofitmarginswere40percent,compared
withbetween10and20percentformostotherhardwarecompanies.Cook'scatchphrasetodescribehisfocuson
thecompany'soperationalarmis:Nobodywantstobuysourmilk.[127][333]
DuringtheMac'searlyhistoryApplegenerallyrefusedtoadoptprevailingindustrystandardsforhardware,instead
creatingtheirown.[334]Thistrendwaslargelyreversedinthelate1990s,beginningwithApple'sadoptionofthe
PCIbusinthe7500/8500/9500PowerMacs.Applehassincejoinedtheindustrystandardsgroupstoinfluencethe
futuredirectionoftechnologystandardssuchasUSB,AGP,HyperTransport,WiFi,NVMe,PCIeandothersinits
products.FireWireisanAppleoriginatedstandardthatwaswidelyadoptedacrosstheindustryafteritwas
standardizedasIEEE1394andisalegallymandatedportinallCableTVboxesintheUnitedStates.[335]
Laborpractices
ThecompanyadvertiseditsproductsasbeingmadeinAmericauntilthelate1990showever,asaresultof
outsourcinginitiativesinthe2000s,almostallofitsmanufacturingisnowhandledabroad.Accordingtoareport
bytheNewYorkTimes,Appleinsiders"believethevastscaleofoverseasfactoriesaswellastheflexibility,
diligenceandindustrialskillsofforeignworkershavesooutpacedtheirAmericancounterpartsthatMadeinthe
U.S.A.isnolongeraviableoptionformostAppleproducts".[336]
In2006,theMailonSundayreportedontheworkingconditionsoftheChinesefactorieswherecontract
manufacturersFoxconnandInventecproducedtheiPod.[337]Thearticlestatedthatonecomplexoffactoriesthat
assembledtheiPodandotheritemshadover200,000workerslivingandworkingwithinit.Employeesregularly
workedmorethan60hoursperweekandmadearound$100permonth.Alittleoverhalfoftheworkers'earnings
wasrequiredtopayforrentandfoodfromthecompany.[338][339][340]
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Appleimmediatelylaunchedaninvestigationafterthe2006mediareport,andworkedwiththeirmanufacturersto
ensureacceptableworkingconditions.[341]In2007,Applestartedyearlyauditsofallitssuppliersregarding
worker'srights,slowlyraisingstandardsandpruningsuppliersthatdidnotcomply.Yearlyprogressreportshave
beenpublishedsince2008.[342]In2011,Appleadmittedthatitssuppliers'childlaborpracticesinChinahad
worsened.[343]
TheFoxconnsuicidesoccurredbetweenJanuaryandNovember2010,when18[344]Foxconn(Chinese:)
employeesattemptedsuicide,resultingin14deathsthecompanywastheworldslargestcontractelectronics
manufacturer,forclientsincludingApple,atthetime.[344][345][346]Thesuicidesdrewmediaattention,and
employmentpracticesatFoxconnwereinvestigatedbyApple.[347]Appleissuedapublicstatementaboutthe
suicides,andcompanyspokespersonStevenDowlingsaid:
[Appleis]saddenedandupsetbytherecentsuicidesatFoxconn...AteamfromAppleis
independentlyevaluatingthestepstheyaretakingtoaddressthesetragiceventsandwewillcontinue
ourongoinginspectionsofthefacilitieswhereourproductsaremade.[348]
Thestatementwasreleasedaftertheresultsfromthecompany'sprobeintoitssuppliers'laborpracticeswere
publishedinearly2010.Foxconnwasnotspecificallynamedinthereport,butAppleidentifiedaseriesofserious
laborviolationsoflaborlaws,includingApple'sownrules,andsomechildlaborexistedinanumberof
factories.[348]Applecommittedtotheimplementationofchangesfollowingthesuicides.[349]
Alsoin2010,workersinChinaplannedtosueiPhonecontractorsoverpoisoningbyacleanerusedtocleanLCD
screens.Oneworkerclaimedthatheandhiscoworkershadnotbeeninformedofpossibleoccupational
illnesses.[350]AfterahighsuiciderateinaFoxconnfacilityinChinamakingiPadsandiPhones,albeitalowerrate
thanthatofChinaasawhole,[351]workerswereforcedtosignalegallybindingdocumentguaranteeingthatthey
wouldnotkillthemselves.[352]WorkersinfactoriesproducingAppleproductshavealsobeenexposedtonhexane,
aneurotoxinthatisacheaperalternativethanalcoholforcleaningtheproducts.[353][354][355]
A2014BBCinvestigationfoundexcessivehoursandotherproblemspersisted,despiteApple'spromisetoreform
factorypracticeafterthe2010Foxconnsuicides.ThePegatronfactorywasonceagainthesubjectofreview,as
reportersgainedaccesstotheworkingconditionsinsidethroughrecruitmentasemployees.WhiletheBBC
maintainedthattheexperiencesofitsreportersshowedthatlaborviolationswerecontinuingsince2010,Apple
publiclydisagreedwiththeBBCandstated:WeareawareofnoothercompanydoingasmuchasAppletoensure
fairandsafeworkingconditions".[349]
InDecember2014,theInstituteforGlobalLabourandHumanRightspublishedareportwhichdocumented
inhumaneconditionsforthe15,000workersataZhenDingTechnologyfactoryinShenzhen,China,whichserves
asamajorsupplierofcircuitboardsforApple'siPhoneandiPad.Accordingtothereport,workersarepressured
into65hourworkweekswhichleavesthemsoexhaustedthattheyoftensleepduringlunchbreaks.Theyarealso
madetoresidein"primitive,darkandfilthydorms"wheretheysleep"onplywood,withsixtotenworkersineach
crowdedroom."Omnipresentsecuritypersonnelalsoroutinelyharassandbeattheworkers.[356][357]
Environmentalpracticesandinitiatives
Energy
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FollowingaGreenpeaceprotest,ApplereleasedastatementonApril17,2012,committingtoendingitsuseof
coalandshiftingto100%renewablecleanenergy.[358][359]By2013Applewasusing100%renewableenergyto
powertheirdatacenters.Overall,75%ofthecompany'spowercamefromcleanrenewablesources.[360]
In2010,ClimateCounts,anonprofitorganizationdedicatedtodirectingconsumerstowardthegreenest
companies,gaveAppleascoreof52pointsoutofapossible100,whichputsAppleintheirtopcategory
"Striding".[361]ThiswasanincreasefromMay2008,whenClimateCountsonlygaveApple11pointsoutof100,
whichplacedthecompanylastamongelectronicscompanies,atwhichtimeClimateCountsalsolabeledApple
witha"stuckicon",addingthatAppleatthetimewas"achoicetoavoidfortheclimateconsciousconsumer".[362]
Asof2016,100%ofApple'sU.S.operationsrunonrenewableenergy,100%ofApple'sdatacentersrunon
renewableenergyand93%ofApple'sglobaloperationsrunonrenewableenergy.[363]TheElectronicProduct
EnvironmentalAssessmentTool(EPEAT)allowsconsumerstoseetheeffectaproducthasontheenvironment.
EachproductreceivesaGold,Silver,orBronzerankdependingonitsefficiencyandsustainability.EveryApple
tablet,notebook,desktopcomputer,anddisplaythatEPEATranksachievesaGoldrating,thehighestpossible.[364]
InMay2015,GreenpeaceevaluatedthestateoftheGreenInternetandcommendedAppleontheirenvironmental
practicessaying,"Applescommitmenttorenewableenergyhashelpedsetanewbarfortheindustry,illustrating
inveryconcretetermsthata100%renewableInternetiswithinitsreach,andprovidingseveralmodelsof
interventionforothercompaniesthatwanttobuildasustainableInternet."[365]
DuringaneventonMarch21,2016,Appleprovidedastatusupdateonitsenvironmentalinitiativetobe100%
renewableinallofitsworldwideoperations.LisaP.Jackson,Apple'svicepresidentofEnvironment,Policyand
SocialInitiativeswhoreportsdirectlytoCEO,TimCook,announcedthatasofMarch2016,93%ofApple's
worldwideoperationsarepoweredwithrenewableenergy.Alsofeaturedwasthecompany'seffortstouse
sustainablepaperintheirproductpackaging99%ofallpaperusedbyAppleintheproductpackagingcomesfrom
postconsumerrecycledpaperorsustainablymanagedforests,asthecompanycontinuesitsmovetoallpaper
packagingforallofitsproducts.[366]AppleworkinginpartnershipwithConservationFund,havepreserved36,000
acresofworkingforestsinMaineandNorthCarolina.AnotherpartnershipannouncediswiththeWorldWildlife
Fundtopreserveupto1,000,000acresofforestsinChina.Featuredwasthecompany'sinstallationofa40MW
solarpowerplantintheSichuanprovinceofChinathatwastailormadetocoexistwiththeindigenousyaksthat
eathayproducedontheland,byraisingthepanelstobeseveralfeetoffofthegroundsotheyaksandtheirfeed
wouldbeunharmedgrazingbeneaththearray.Thisinstallationalonecompensatesformorethanalloftheenergy
usedinApple'sStoresandOfficesinthewholeofChina,negatingthecompany'senergycarbonfootprintinthe
country.InSingapore,ApplehasworkedwiththeSingaporeangovernmenttocovertherooftopsof800buildings
inthecitystatewithsolarpanelsallowingApple'sSingaporeoperationstoberunon100%renewableenergy.
Liamwasintroducedtotheworld,anadvancedroboticdisassemblerandsorterdesignedbyAppleEngineersin
CaliforniaspecificallyforrecyclingoutdatedorbrokeniPhones.Reusesandrecyclespartsfromtradedin
products.[367]
AppleannouncedonAugust16,2016,thatLensTechnology,oneofitsmajorsuppliersinChina,hascommittedto
powerallitsglassproductionforApplewith100percentrenewableenergyby2018.Thecommitmentisalarge
stepinApple'seffortstohelpmanufacturerslowertheircarbonfootprintinChina.[368]Applealsoannouncedthat
all14ofitsfinalassemblysitesinChinaarenowcompliantwithUL'sZeroWastetoLandfillvalidation.The
standard,whichstartedinJanuary2015,certifiesthatallmanufacturingwasteisreused,recycled,composted,or
convertedintoenergy(whennecessary).Sincetheprogrambegan,nearly,140,000metrictonsofwastehavebeen
divertedfromlandfills.[369]
Toxins
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FollowingfurthercampaignsbyGreenpeace,[370]in2008,Applebecamethefirstelectronicsmanufacturertofully
eliminateallpolyvinylchloride(PVC)andbrominatedflameretardants(BFRs)initscompleteproduct
line.[371][372]InJune2007,Applebeganreplacingthecoldcathodefluorescentlamp(CCFL)backlitLCDdisplays
initscomputerswithmercuryfreeLEDbacklitLCDdisplaysandarsenicfreeglass,startingwiththeupgraded
MacBookPro.[373][374][375][376]AppleofferscomprehensiveandtransparentinformationabouttheCO2e,
emissions,materials,andelectricalusageconcerningeveryproducttheycurrentlyproduceorhavesoldinthepast
(andwhichtheyhaveenoughdataneededtoproducethereport),intheirportfolioontheirhomepage.Allowing
consumerstomakeinformedpurchasingdecisionsontheproductstheyofferforsale.[377]InJune2009,Apple's
iPhone3GSwasfreeofPVC,arsenic,andBFRs.[373][378]AllAppleproductsnowhavemercuryfreeLEDbacklit
LCDdisplays,arsenicfreeglass,andnonPVCcables.AllAppleproductshaveEPEATGoldstatusandbeatthe
latestEnergyStarguidelinesineachproduct'srespectiveregulatorycategory.[373][379]
InNovember2011,ApplewasfeaturedinGreenpeace'sGuidetoGreenerElectronics,whichrankselectronics
manufacturersonsustainability,climateandenergypolicy,andhow"green"theirproductsare.Thecompany
rankedfourthoffifteenelectronicscompanies(movingupfiveplacesfromthepreviousyear)withascoreof
4.6/10downfrom4.9.[380]GreenpeacepraisesApple'ssustainability,notingthatthecompanyexceededits70%
globalrecyclinggoalin2010.ItcontinuestoscorewellontheproductsratingwithallAppleproductsnowbeing
freeofPVCplasticandBFRs.However,theguidecriticizesAppleontheEnergycriteriafornotseekingexternal
verificationofitsgreenhousegasemissionsdataandfornotsettingoutanytargetstoreduceemissions.[380]In
January2012,Applerequestedthatitscablemaker,Volex,beginproducinghalogenfreeUSBandpower
cables.[381]
Greenbonds
InFebruary2016,AppleissuedaUS$1.5billiongreenbond(climatebond),thefirsteverofitskindbyaU.S.tech
company.Thegreenbondproceedsarededicatedtothefinancingofenvironmentalprojects.[382]
Finance
Appleistheworld'slargestinformationtechnologycompanybyrevenueandtheworld'ssecondlargestmobile
phonemanufacturer.[8]Itisalsothelargestpubliclytradedcorporationintheworldbymarketcapitalization,with
anestimatedmarketcapitalizationof$446billionbyJanuary2014.[383]OnFebruary17,2015,Applebecamethe
firstUScorporationtobevaluedatover$750B.[384]AsofMarch2016,Applemaintains475retailstoresin
seventeencountries,ofwhich207areoutsidetheU.S.,[1]aswellastheonlineAppleStoreandiTunesStore,the
latterofwhichistheworld'slargestmusicretailer.[385]Itemploys115,000permanentfulltimeemployeesasof
July2015[4]and3,300temporaryfulltimeemployeesasofSeptember2012worldwide.
InitsfiscalyearendinginSeptember2011,AppleInc.reportedatotalof$108billioninannualrevenuesa
significantincreasefromits2010revenuesof$65billionandnearly$82billionincashreserves.[386]OnMarch
19,2012,Appleannouncedplansfora$2.65persharedividendbeginninginfourthquarterof2012,perapproval
bytheirboardofdirectors.[387]OnSeptember2012,Applereachedarecordsharepriceofmorethan$705and
closedatabove700.[388]With936,596,000outstandingshares(asofJune30,2012),[389]
Thecompany'sworldwideannualrevenuein2013totaled$170billion.[390]InMay2013,Appleenteredthetopten
oftheFortune500listofcompaniesforthefirsttime,rising11placesaboveits2012rankingtotakethesixth
position.[391]Asof2016,ApplehasaroundUS$234billionofcashandmarketablesecurities,ofwhich90%is
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locatedoutsidetheUnitedStatesfortaxpurposes.[392]
Appleamassed65%ofallprofitsmadebytheeightlargestworldwidesmartphonemanufacturersinquarteroneof
2014,accordingtoareportbyCanaccordGenuity.[393]Inthefirstquarterof2015,thecompanygarnered92%of
allearningsmadebytheeightlargestglobalsmartphonemakers.[393]
Taxpractices
ApplehascreatedsubsidiariesinlowtaxplacessuchasIreland,theNetherlands,LuxembourgandtheBritish
VirginIslandstocutthetaxesitpaysaroundtheworld.AccordingtoTheNewYorkTimes,inthe1980sApplewas
amongthefirsttechcompaniestodesignateoverseassalespeopleinhightaxcountriesinamannerthatallowed
thecompanytosellonbehalfoflowtaxsubsidiariesonothercontinents,sidesteppingincometaxes.Inthelate
1980sApplewasapioneerofanaccountingtechniqueknownasthe"DoubleIrishwithaDutchsandwich,"which
reducestaxesbyroutingprofitsthroughIrishsubsidiariesandtheNetherlandsandthentotheCaribbean.[394]
BritishConservativePartyMemberofParliamentCharlieElphickepublishedresearchonOctober30,2012,[395]
whichshowedthatsomemultinationalcompanies,includingAppleInc.,weremakingbillionsofpoundsofprofit
intheUK,butwerepayinganeffectivetaxratetotheUKTreasuryofonly3percent,wellbelowstandard
corporationtax.HefollowedthisresearchbycallingontheChancelloroftheExchequerGeorgeOsbornetoforce
thesemultinationals,whichalsoincludedGoogleandTheCocaColaCompany,tostatetheeffectiverateoftax
theypayontheirUKrevenues.Elphickealsosaidthatgovernmentcontractsshouldbewithheldfrom
multinationalswhodonotpaytheirfairshareofUKtax.[396]
ItisamatterofpublicrecordthatAppleInc.isthesinglelargesttaxpayertotheDepartmentoftheTreasuryofthe
UnitedStatesofAmericawithaneffectivetaxrateofapproximatelyof26%asoftheSecondQuarteroftheApple
FiscalYear2016.[397]
In2015,ReutersreportedthatApplehadearningsabroadof$54.4billionwhichwereuntaxedbytheIRSofthe
UnitedStates.UnderU.S.taxlawgovernedbytheIRC,corporationsdon'tpayincometaxonoverseasprofits
unlesstheprofitsarerepatriatedintotheUnitedStatesandassuchApplearguesthattobenefititsshareholdersit
willleaveitoverseasuntilarepatriationholidayorcomprehensivetaxreformtakesplaceintheUnited
States.[398][399]
OnAugust30,2016,afterathreeyearinvestigationbytheEU'scompetitioncommissionerthatconcludedthat
Applereceived"illegalstateaid"fromIreland,theEUorderedAppletopay13billioneuros($14.5billion),plus
interest,inunpaidtaxes.[15]Specifically,thecommissionerfoundthatApplehadbenefittedfromIrishDepartment
ofRevenuetaxrulingsthatallowedittosplittheprofitsrecordedbyAppleSalesInternationalinternallybetween
itsIrishbranchandastateless"headoffice"entitylackingemployeesorpremises(permittedunderIrishlawuntil
2013).[400]TheChancellorofAustria,ChristianKern,putthisdecisionintoperspectivebystatingthat"every
Viennesecafe,everysausagestandpaysmoretaxinAustriathanamultinationalcorporation".[401]
Litigation
Applehasbeenaparticipantinvariouslegalproceedingsandclaimssinceitbeganoperation.[402]Inparticular,
Appleisknownforandpromotesitselfasactivelyandaggressivelyenforcingitsintellectualpropertyinterests.
SomelitigationexamplesincludeApplev.Samsung,Applev.Microsoft,MotorolaMobilityv.AppleInc.,andApple
Corpsv.AppleComputer.Applehasalsohadtodefenditselfagainstchargesonnumerousoccasionsofviolating
intellectualpropertyrights.Mosthavebeendismissedinthecourtsasshellcompaniesknownaspatenttrolls,with
noevidenceofactualuseofpatentsinquestion.[403]
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Privacystance
ApplehasmadeclearitsstanceonprivacyandassuchhasmadeavailableTransparencyReportsonthe
GovernmentalRequestsitreceives.Applestatesplainly,"OndevicesrunningiOS8andlaterversions,your
personaldataisplacedundertheprotectionofyourpasscode.[305]ForalldevicesrunningiOS8andlaterversions,
ApplewillnotperformiOSdataextractionsinresponsetogovernmentsearchwarrantsbecausethefilestobe
extractedareprotectedbyanencryptionkeythatistiedtotheuserspasscode,whichAppledoesnotpossess."[404]
InitslatestWhoHasYourBack?report,onceagaintheElectronicFrontierFoundation(EFF)awardedApple5
outof5starscommend[ing]Appleforitsstrongstanceregardinguserrights,transparency,andprivacy.[405]
Charitablecauses
Asof2016,AppleisapartnerofProductRed,acampaignwhosemissionistopreventthetransmissionofHIV
frommothertochildby2015.[406]InJune2014,Apple'scontributionstothecampaignreached$75million,
makingthecompanyProductRed'slargestpartner.[407]
InNovember2012,Appledonated$2.5milliontotheAmericanRedCrosstoaidreliefeffortsafterHurricane
Sandy.[408]
OnApril14,2016,AppleandtheWorldWideFundforNature(WWF)announcedthattheyhaveengagedina
partnershipto,"helpprotectlifeonourplanet."ApplereleasedaspecialpageintheiTunesAppStore,Appsfor
Earth.Inthearrangement,ApplehascommittedthatthroughApril24,WWFwillreceive100%oftheproceeds
fromtheapplicationsparticipatingintheAppStoreviaboththepurchasesofanypaidappsandtheInApp
Purchases.AppleandWWFsAppsforEarthcampaignraisedmorethan$8millionintotalproceedstosupport
WWFsconservationwork.WWFannouncedtheresultsatWWDC2016inSanFrancisco.[409][410][411]
Seealso
Applemediaevents
Pixar
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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,PenguinBooksISBN9780140093728
JohnSculley,JohnA.Byrne(1987)Odyssey:PepsitoApple,HarperCollins,ISBN9780060157807
SteveWozniak,GinaSmith(2006),iWoz:FromComputerGeektoCultIcon:HowIInventedthePersonalComputer,
CoFoundedApple,andHadFunDoingIt,W.W.Norton&Company,ISBN9780393061437
JeffreyS.Young(1988).SteveJobs,TheJourneyistheReward,LynxBooks,ISBN9781558023789
JeffreyS.Young,WilliamL.Simon(2005),iConSteveJobs:TheGreatestSecondActintheHistoryofBusiness,John
Wiley&Sons,ISBN9780471720836
Externallinks
Officialwebsite(https://www.apple.com)
BusinessdataforAppleInc.:Hoover's(http://www.hoovers.com/companyinformation/cs/companyprofil
e.Apple_Inc.4c9baa063908dbd8.html)Bloomberg(http://www.bloomberg.com/quote/AAPL:US)Reuters
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9/26/2016
(http://www.reuters.com/finance/stocks/overview?symbol=AAPL)SECfilings(https://www.sec.gov/cgibi
n/browseedgar?action=getcompany&CIK=320193)
AppleInc.companies(https://opencorporates.com/corporate_groupings/Apple)groupedatOpenCorporates
GeographicdatarelatedtoAppleInc.headquarters(http://www.openstreetmap.org/browse/way/3346353
8)atOpenStreetMap
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