5B0A0C20-9BB6-4284-A575-AC0F2261F45C

A Progressive Digital Media business
COMPANY PROFILE
Apple Inc
REFERENCE CODE: 5B0A0C20-9BB6-4284-A575-AC0F2261F45C

PUBLICATION DATE: 05 Oct 2018
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Apple Inc
TABLE OF CONTENTS
TABLE OF CONTENTS
Company Overview ........................................................................................................3

Key Facts ......................................................................................................................... 3
Tickers ............................................................................................................................. 4
Business Description .....................................................................................................5
Corporate Strategy .........................................................................................................6
Business Segment..........................................................................................................7
History ........................................................................................................................... 11
Key Employees .............................................................................................................68
Key Employee Biographies .........................................................................................70
Major Products & Services ..........................................................................................75
SWOT Analysis .............................................................................................................76
Top Competitors ...........................................................................................................81
Company View ..............................................................................................................82
Locations And Subsidaries .........................................................................................84
Financial Overview .......................................................................................................87
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Apple Inc
Company Overview
Company Overview
COMPANY OVERVIEW
Apple Inc. (Apple) designs, manufactures, and markets mobile communication and media devices,
personal computers (PCs), and portable digital music players, and sells a variety of related software,
services, accessories, networking solutions, and third-party digital content and applications. Apple’s
product portfolio includes iPhone, iPad, Mac, iPod, Apple Watch, Apple TV. Its portfolio of consumer and
professional software applications include iOS, macOS, watchOS and tvOS operating systems, iCloud,
Apple Pay and a variety of accessory, service and support offerings. Apple sells and delivers digital
content and applications through the iTunes Store, App Store, Mac App Store, TV App Store, iBooks
Store and Apple Music. The company operates globally across the US, Europe and Asia Pacific. Apple is
headquartered in Cupertino, California, the US.
The company reported revenues of (US Dollars) US$229,234 million for the fiscal year ended September
2017 (FY2017), an increase of 6.3% over FY2016. In FY2017, the company’s operating margin was
26.8%, compared to an operating margin of 27.8% in FY2016. In FY2017, the company recorded a net
margin of 21.1%, compared to a net margin of 21.2% in FY2016.
Key Facts
KEY FACTS
Head Office Apple Inc

1 Apple Park Way
CUPERTINO
California
CUPERTINO
California
USA
Phone 1 408 9961010
Fax
Web Address www.apple.com
Revenue / turnover (USD Mn) 229,234.0
Financial Year End September
Employees 123,000
NASDAQ Ticker AAPL
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Apple Inc
Company Overview
Tickers
TICKERS
AAPL
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Apple Inc
Company Overview
Business Description
BUSINESS DESCRIPTION
Apple Inc. (Apple) designs, manufactures and markets mobile communication and media devices and
personal computers. The company sells software, services, accessories, networking solutions and third-
party digital content and applications. Its portfolio includes iPhone, iPad, Mac, Apple Watch, Apple TV.
The company sells and delivers digital content and applications through the iTunes Store, TV App Store,
App Store, Mac App Store, iBooks Store and Apple Music. The company sells its products worldwide
through its retail stores, online stores and direct sales force, as well as through third-party cellular network
carriers, wholesalers, retailers and value-added resellers. It also sells a variety of third-party Apple-
compatible products, including application software and various accessories through its retail and online
stores. The company sells to consumers, small and mid-sized businesses and education, enterprise and
government customers.
The company operates through five reportable product lines, iPhone, iPad, Mac, Services, and Other
Products, which generated revenue of US$141,319 million, US$19,222 million, US$25,850 million,
US$29,980 million, and US$12,863 million, respectively, in FY2017.
R&D focuses on developing new technologies to enhance existing products and services, and to expand
the range of its offerings through R&D, licensing of intellectual property and acquisition of third-party
businesses and technology. In FY2017, the company spent US$26,842 million on R&D, which stood at
12% of revenue.
As of September 2017, the company owned facilities and land for corporate functions, R&D and data
centers at various locations throughout the world.
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Apple Inc
Company Overview
Corporate Strategy
CORPORATE STRATEGY
Apple leverages its unique ability to design and develop its own operating systems, hardware, application
software and services to provide its customers products and solutions with innovative design, superior
ease-of-use and seamless integration. As part of its strategy, the company continues to expand its
platform for the discovery and delivery of digital content and applications through its Digital Content and
services, which allows customers to discover and download digital content, iOS, Mac, Apple Watch and
Apple TV applications, and books through either a Mac or Windows personal computer or through
iPhone, iPad and iPod touch devices, Apple TV and Apple Watch.
The company also plans to build and expand its own retail and online stores and its third-party distribution
network to effectively reach more customers and provide them with a high-quality sales and post-sales
support experience.
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Apple Inc
Company Overview
Business Segment
BUSINESS SEGMENT
Product Categories
iPhone
Overview
Is a line of smartphones based on its iOS operating system. Provides Siri, a voice-activated intelligent
assistant, and Apple Pay and Touch ID on qualifying devices.
Major products and brands include iPhone X, iPhone 8, 8 plus, iPhone 7, 7 Plus, 6s, 6s Plus and SE
models.
Performance
Reported revenue of US$141,319 million for FY2017, which grew 3% YoY (2017 vs 2016) and recorded a
CAGR of 11.4% between 2014 - 2017. iPhone segment accounted for 62% of the company's revenue in
FY2017.
Revenue growth was primarily due to higher iPhone unit sales and a different mix of iPhones with higher
average selling prices.
iPad
Overview
Is a line of multi-purpose tablets based on its iOS operating system. Works with the iTunes Store, App
Store, iBooks Store and Apple Music for purchasing, organizing and playing digital content and apps.
Major products and brands include iPad Pro, iPad and iPad mini. iPad includes Siri, Apple Pay and Touch
ID.
Performance
Reported revenue of US$19,222 million for FY2017, which declined 7% YoY (2017 vs 2016) and
recorded negative growth of 14% during 2014-17. iPad segment accounted for 8% of the company's total
revenue in FY2017.
Revenue declined due to lower iPad unit sales and a different mix of iPads with lower average selling
prices.
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Apple Inc
Company Overview
Mac
Overview
Is a line of desktop and portable personal computers based on its macOS operating system. Includes Siri
and Apple Pay and also includes Touch ID on qualifying devices.
Major products and brands include iMac, 21.5” iMac with Retina 4K display, 27” iMac with Retina 5K
display, Mac Pro and Mac mini.
Performance
Reported revenue of US$25,850 million for FY2017, which grew 13% YoY (2017 vs 2016) and recorded
CAGR of 124.4% during 2014-17. Mac segment accounted for 11% of the company's total revenue in
FY2017.
Revenue growth was primarily due to different mix of Macs with higher average selling prices and higher
Mac unit sales.
Services
Overview
Provides digital content and services, iCloud, AppleCare, and Apple Pay.
Major services offered by iCloud include iCloud Drive, iCloud Photo Library, Family Sharing, Find My
iPhone, iPad or Mac, Find My Friends, Notes, iCloud Keychain and iCloud Backup for iOS devices.
Performance
CAGR of 22.7% during 2015-17. Services segment accounted for 13% of the company's total revenue in
FY2017.
Revenue growth was primarily due to increases in App Store and licensing sales.
Other Products
Overview
Provides accessories and solutions including Apple TV, Apple Watch, headphones, displays, storage
devices and iPod Watch.
Performance
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Apple Inc
Company Overview
CAGR of 13% during 2015-17. Other Products segment accounted for 5.6% of the company's total
revenue in FY2017.
Geography
Americas
Target Markets
North and South America
Performance
Reported revenue of US$96,600 million for FY2017, which grew 12% YoY (2017 vs 2016), and the
segment recorded a CAGR of 10.9% in revenue during 2012-17. Americas region accounted for 42% of
the company's revenue in FY2017.
Revenue growth was due to higher net sales of iPhone and Services.
Europe
Target Markets
Denmark, France, Germany, Hungary, Ireland, Italy, Poland, Portugal, Russia, Spain, Sweden, Turkey,
the UK
Performance
Reported revenue of US$54,938 million for FY2017, which grew 10% YoY (2017 vs 2016), and recorded
CAGR of 8.6% in revenue during 2012-17. Europe region accounted for 24% of the company's total
revenue in FY2017.
Revenue growth was due to higher net sales of iPhone and Services.
Greater China
Target Markets
China, Hong Kong and Taiwan
Performance
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Apple Inc
Company Overview
Reported revenue of US$44,764 million for FY2017, which decreased 8% YoY (2017 vs 2016), Greater
China region accounted for 20% of the company's total revenue in FY2017.
Revenue decreased due to lower net sales of iPhone.
Japan
Target Markets
Japan
Performance
Reported revenue of US$17,733 million for FY2017, which grew 5% YoY (2017 vs 2016), and recorded
CAGR of 10.9% in revenue during 2012-17. Japan region accounted for 8% of the company's total
revenue in FY2017.
Revenue growth was due to higher net sales of Services.
Rest of Asia Pacific
Target Markets
Australia, India, Indonesia, New Zealand, the Philippines, Singapore, South Korea, Taiwan, and Thailand.
Performance
Reported revenue of US$15,199 million for FY2017, which grew 11% YoY (2017 vs 2016). Rest of Asia
Pacific region accounted for 7% of the company's total revenue in FY2017.
Revenue growth was due to higher net sales of iPhone, Services and Mac.
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Apple Inc
Company Overview
History
HISTORY
Acquisitions/Mergers/Takeovers
Year: 2018
In January, the company acquired Doe Pics Hit (Buddybuild) to develop amazing developer tools for the
entire iOS community.
Patent Grant
Year: 2018
In January, the company received a US patent for its full-color 3D printing system.
New Products/Services
Year: 2018
In January, Jackery Inc, introduces new portable wireless charger for iPhone users.
Year: 2018
In January, Apple launched Swift Playgrounds 2.0 with new robots, a subscription feature.
Year: 2018
In January, Apple introduced HomePod voice speaker, takes on Google, Amazon.
Year: 2018
In February, Amfeltec Corporation announced the offering of Apple Mac Pro users expansion solution via
internal M.2 PCIe SSD AngelShark Carrier Board.
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Apple Inc
Company Overview
Year: 2018
In February, Cisco, Apple, Aon and Allianz announced a new cyber risk management solution for
businesses.
Corporate Changes/Expansions
Year: 2018
In February, Apple announced to open new retail store, Apple Karntner Strasse in Vienna, Austria.
Contracts/Agreements
Year: 2018
In February, Apple and Cisco partnered with insurance companies to offer discounts for cyber-crime
insurance.
Patent Grant
Year: 2018
In February, the company filed patent for the Virtual Reality/ Augmented Reality headsets.
Year: 2018
In February, the company and Shopify partnered to develop an e-commerce platform with augmented
reality, for SME businesses to manage online store.
Year: 2018
In February, the company and Ant Financial partnered for Chinese customers to buy products in-store
and online using Alipay.
Year: 2018
In March, Apple released its new bezel-less smartphone, the iPhone X with Face ID.
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Apple Inc
Company Overview
Year: 2018
In March, Apple agreed to acquire the digital magazine subscription service, Texture, from Next Issue
Media LLC.
Year: 2018
In March, IBM and Apple signed an extended pact for business applications to iOS devices for mobile
machine learning.
Year: 2018
In March, Apple launched a 9.7-inch ipad with pencil support for its customers.
Year: 2018
In April, Apple opened a new retail store in Shinjuku district, Tokyo.
Year: 2018
In February, the company opened a retail store in Vienna, Austria.
Patent Grant
Year: 2018
In April, the company filed a patent for its virtual reality experiences in self-driving cars.
Year: 2018
In April, Apple launched the new iPhone recycling robot, Daisy.
Plans/Strategy
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Apple Inc
Company Overview
Year: 2018
In April, Apple plans to expand its engineering center in downtown Seattle, the US, extending its
presence.
Year: 2018
In April, the company launched a new (PRODUCT)RED iPhone X Leather Folio.
Others
Year: 2018
In May, the company, Alcoa, Rio Tinto, the Government of Canada, and the Government of Quebec
agreed to invest C$188 million for carbon-free aluminium smelting process.
Plans/Strategy
Year: 2018
In May, the company planned to provide training for blind and deaf communities with accessible coding
by partnering with leading educators.
Year: 2018
In May, the company entered into a partnership with Volkswagen, to build autonomous electric vans.
Year: 2018
In June, the company introduced macOS Mojave, the latest version of advanced desktop operating
system.
Year: 2018
In June, the company introduced a new App store connect App for developers.
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Apple Inc
Company Overview
Year: 2018
In June, the company opened Health Records API to developers and researchers to create an ecosystem
of apps that utilize health record data to empower consumers for various healthcare opportunities.
Year: 2018
In June, Apple introduced a new platform, ARKit 2, that supports developers to integrate shared
experiences.
Year: 2018
In June, Apple introduced a new platform, ARKit 2, that supports developers to integrate shared
experiences.
Patent Grant
Year: 2018
In June, the company signed a patent for wearable BP monitor, with a bluetooth compatible, a sensor and
touchscreen.
Year: 2018
In June, the company announced to expand its supporting app for iOS devices to more than 20 new
countries and regions.
Plans/Strategy
Year: 2018
In June, the company plans to launch its original TV programming at a lower price than Netflix.
Year: 2018
In June, the company released the third betas for iOS 11.4.1 and tvOS 11.4.1 for testing.
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Apple Inc
Company Overview
Year: 2018
In June, the company partnered with Intel to manufacture modems for Apple iPhone 2018.
Year: 2018
In June, the company awarded an order to Sesame Workshop for live action and animated series, and
develop a puppet show.
Year: 2018
In June, the company launched Apple Watch Series 3 in Mena region.
Plans/Strategy
Year: 2018
In June, the company announced its plans to introduce new high-end AirPods, a new HomePod, and new
studio quality over-ear headphones.
Others
Year: 2018
In June, the company rolled out its keyboard repair program for faulty MacBooks.
Year: 2018
In June, the company opened its new retail location in Seattle, an University Village of Washington.
Plans/Strategy
Year: 2018
In June, the company planned to introduce its wireless charge feature on its AirPods wireless earphones.
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Apple Inc
Company Overview
Year: 2018
In July, the company announced to introduce MacBook Pro with model number MacBookPro15,3
embedded with Intel Core i7-8559U processor.
Plans/Strategy
Year: 2018
In July, the company announced its plans to shut down the photo print products service.
Year: 2018
In July, the company's secretive autonomous car program added 11 new test vehicles to its fleet in
California, the US.
Year: 2018
In July, the company opened a new retail store, Apple Piazza Liberty in Milan, Italy.
Plans/Strategy
Year: 2018
In July, the company announced its plans to launch iOS 12 that includes ARKit update.
Others
Year: 2018
In July, the company expanded the availability of carrier billing and lane guidance to TIM, Bite, U Mobile,
Singtel and StarHub, Sunrise and O2.
Year: 2018
In July, the Roads and Transport Authority (RTA) in Dubai introduced Apple Pay for safe payments
environment via RTA Dubai app.
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Apple Inc
Company Overview
Plans/Strategy
Year: 2018
In August, Apple announced its plans to launch dual-SIM with 6.1-inch LCD display iPhone model
exclusively in China.
Year: 2018
In August, Apple, Etsy, Akamai and Swiss Re signed an agreement for the development of two new wind
and solar energy farms in Illinois and Virginia, the US.
Year: 2018
In August, Upstate Medical University partnered with Apple to support the university's HealthRecords on
iPhone.
Others
Year: 2018
In August, the company joined the smart home-dedicated group, the Thread Group.
Year: 2018
In August, Apple and Verizon signed a partnership to provide a musical perk for unlimited customers.
Year: 2018
In June, the company entered into a partnership with Adobe, on augmented reality tools for developers
and designers.
Year: 2018
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Apple Inc
Company Overview
In August, Cool Holdings, in partnership with Apple, acquired seven OneClick retail stores in the
Dominican Republic for a value at US$4.3 million.
Plans/Strategy
Year: 2018
In August, Apple announced its plans to open five to six 5,000 sq.ft. independent outlets in India.
Plans/Strategy
Year: 2018
In August, the company planned to launch new generation iPads, iPhones, and Apple watches.
Plans/Strategy
Year: 2018
In August, the company announced its plans to launch iOS 12 and macOS 10.14.
Year: 2018
In August, the company acquired Akonia Holographics LLC.
Plans/Strategy
Year: 2018
In September, the company announced its plans to launch new iPhones, watches, an entry-level laptop, a
pro-focused Mac mini desktop computer and other new accessories like AirPower wireless charger.
Plans/Strategy
Year: 2018
In September, Apple announced its plans to launch three new iPhones including Apple Watch 4 series,
iPads and Homepods.
Year: 2018
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Apple Inc
Company Overview
In September, the company launched iPhone XR smartphone with advanced feautures.
Plans/Strategy
Year: 2018
In September, the company announced its plans to open a new store in Paris, France.
Plans/Strategy
Year: 2018
In September, the company announced its plans to launch the dual-SIM iPhones.
Year: 2018
In September, the company launched a 5.8-inch iPhone Xs and 6.5-inch iPhone Xs Max with super retina
displays and other features.
Year: 2018
In September, Apple collaborated with Salesforce to launch the redesigned Salesforce Mobile App.
Plans/Strategy
Year: 2018
In September, Apple announced its plans to open two retail stores at Deer Park and Lehigh Valley, the
US.
Others
Year: 2018
In October, by utilizing the Apple's Motion Tracking Technology the Swedish Game Studio Bublar
introduced Mobile Sports Game.
Year: 2018
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Apple Inc
Company Overview
The company expanded its Business Chat feature to international markets, including, Hong Kong,
Canada, Japan, France, Australia, Germany, Italy, Singapore, Switzerland, and the UK.
Litigation
Year: 2018
Apple wins a reversal of US$234 million patent damages award in University of Wisconsin patent lawsuit.
Year: 2017
In November, BioTelemetry, Inc signed an agreement to provide Cardiac monitoring for Apple’s Heart
study.
Year: 2017
In December, Apple announced a new update to its professional video editing app, Final Cut Pro X, which
enables 360-degree VR video editing features and support for High Dynamic Range (HDR) video.
Year: 2017
In October, VIA Technologies, Inc., announced the launch of the Apple iPhone compatible VRCam X2
from Taiji Vision Co. Ltd.
Year: 2017
In December, Integrated Device Technology, Inc., introduced first transmitter reference design for
wireless charging of iPhone 8 and iPhone X models.
Year: 2017
December, Rokform introduced fuzion Pro for iPhone X customers.
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Apple Inc
Company Overview
Year: 2017
In December, OTATAA's family app "Xmas Night" is available as version 2.0 to be downloaded for free
from the Apple App Store.
Year: 2017
In February, the company launched its Apple Pay in Sweden, Denmark and Finland.
Year: 2017
In March, Qardio announced the availability of its QardioArm in Apple stores.
Year: 2017
In December, Apple and city of Chicago partnered to provide coding opportunities to city’s students.
Year: 2017
In December, the company agreed to acquire Shazam Entertainment, for US$400 million.
Financing Agreements
Year: 2016
In June, Didi Chuxing raised US$7.3 billion in a financing round led by Apple, China Life, and other
investors.
Year: 2016
In February, the company acquired LegbaCore, a consultancy firm.
Year: 2017
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Apple Inc
Company Overview
In November, Apple launched iPhone X in 13 more countries.
Year: 2017
In November, Apple launched its first redesigned Apple store in Australia.
Year: 2017
In November, Apple opened its new store at Domain Northside in Austin.
Year: 2017
In October, T-Mobile announced to offer iPhone X smartphone to its customers.
Year: 2017
In October, Apple and GE partnered on software solution to help track power plants.
Year: 2017
In October, Apple and GE paired up to bring the Industrial Internet to the iPhone and iOS.
Year: 2017
In October, Apple and GE partnered to bring Predix industrial apps to iPhone and iPad.
Year: 2017
In December, the company introduced watchOS 4.2.2 beta for Apple Watch.
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Apple Inc
Company Overview
Year: 2017
In October, the company launched iOS 11.0.3 update for iPhone, iPad, and iPod.
Year: 2017
In May, Apple Pay service available to Mondadori Store customers.
Year: 2017
In September, the company launched its iPhone 8 in Singapore.
Year: 2017
In September, TELUS announced the availability of new generation iPhone 8 and iPhone 8 Plus, and
Apple Watch Series 3.
Year: 2017
In September, the company launched its new smartphone iPhone X.
Year: 2017
In September, Logitech announced the Circle 2 Wired home security cameras and mounts now work with
Apple HomeKit.
Year: 2017
In December, the company launched new iPhones with bigger display and better battery life.
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Apple Inc
Company Overview
Year: 2017
In December, the company awarded finisar US$390 million from its Advanced Manufacturing Fund.
Year: 2017
In July, the company entered into an agreement with with medical device maker, Dexcom.
Year: 2017
In December, the company announced to launch three new iPhones with bigger display and better battery
life.
Year: 2017
In October, the company to provide secure mobile payments through apple pay inbuilt with a EMV
tokenization software and assisted by Rambus in partnership with eftpos.
Year: 2017
In November, the company acquired virtual/augmented reality startup, Vrvana.
Year: 2017
In October, the company acquired PowerbyProxi, a company specializing in wireless charging

technologies based on the Qi wireless standard from New Zealand.
Year: 2017
In October, the company announced the acquisition of camera sensor firm, InVisage Technologies.
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Apple Inc
Company Overview
Year: 2017
In September, the company announced the acquisition of Regaind, a French artificial intelligence startup.
Year: 2017
In August, the company and Accenture collaborated to assist businesses transform how their people
engage with customers through innovative business solutions for iOS.
Year: 2017
In August, the company to launch a 4K HDR streaming Apple TV.
Year: 2017
In August, the company planned to construct a new data center in Waukee, Iowa, a midwestern U.S.
state.
Year: 2017
In August, Apple released a new version for iPhone 6 in India.
Plans/Strategy
Year: 2017
In August, Apple plans to launch a new store in Kyoto, Japan.
Year: 2017
In August, Apple introduced a new beta, Beta 5 for iOS 11 Developer.
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Apple Inc
Company Overview
Year: 2017
In July, District of Columbia signed a deal to establish an Apple store to the historic Carnegie Library in
Mount Vernon Square, Washington, D.C., the US.
Year: 2017
In July, the company eliminated nano and shuffle stand alone digital music players from its portfolio.
Year: 2017
In July, the company partnered with Cochlear for the launch of the first made for iPhone Cochlear implant.
Year: 2017
In July, the company opened up a GPU Design Center Near Imagination Technologies Headquarters.
Year: 2017
In June, the company partnered with Microsoft to build Skype for iOS users.
Year: 2017
In July, the company and PayPal partnered for the payment options.
Year: 2017
In July, the company to open its first data center in China to speed up services.
Plans/Strategy
Year: 2017
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Apple Inc
Company Overview
In June, the company planned for second European datacentre in Denmark.
Plans/Strategy
Year: 2017
In June, the company announced its plans to launch three OLED iPhones.
Year: 2017
In June, the company teamed up Hertz for a small fleet of Lexus RX 450h SUVs for its autonomous
driving technology.
Year: 2017
In June, the company and Tele2, an alternative mobile operator, partnered to develop telecom services.
Year: 2017
In June, the company and Cisco partnered for new opportunities for service providers.
Year: 2017
In June, the company launched new 10.5-inch and 12.9-inch iPad Pro models in market.
Year: 2017
In June, the company and IKEA partnered to provide augmented reality mobile app, which provide
consumers a try-before-you-buy furniture shopping experience.
Year: 2017
In June, the company to open its first store in Taiwan.
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Apple Inc
Company Overview
Year: 2017
In June, the company introduced new accessories including wireless Magic Keyboard with numeric
keypad.
Year: 2017
In June, the company introduced iOS 11 to support Pay Cash, a peer-to-peer payments feature.
Year: 2017
In June, the company launched Swift Playgrounds, its educational coding app for iPad, to provide to
educate code using robots, drones and musical instruments.
Plans/Strategy
Year: 2017
In June, the company to launch Siri Speaker product to counter its rival Amzon's Echo.
Year: 2017
In May, the company opened up a store in Singapore.
Year: 2017
In June, the company acquired SensoMotoric Instruments, a provider of eye tracking systems.
Plans/Strategy
Year: 2017
In June, the company plans to launch chat platform, Business Chat for businesses to connect with the
customers directly.
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Apple Inc
Company Overview
Year: 2017
Apple unveiled the all-new App Store, designed to make discovering apps and games easier than ever
before.
Others
Year: 2017
Nokia and Apple settled all litigation related to their intellectual property dispute and agreed a multi-year
patent license.
Year: 2017
The company and Nokia signed a partnership agreement to provide network infrastructure products and
services to Apple.
Year: 2017
The company introduced the new AI Chips and Ditch Intel and Qualcomm.
Others
Year: 2017
The company invested US$200 million in Corning’s Harrodsburg, Kentucky glass-making facility.
Year: 2017
The company introduced a new app development curriculum for students.
Plans/Strategy
Year: 2017
The company planned for expansion of its production capacity in Bengaluru, Karnataka, India.
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Apple Inc
Company Overview
Plans/Strategy
Year: 2017
The company planned to start production of iPhone in Bengaluru, Karnataka, India.
Plans/Strategy
Year: 2017
The company planned to release three new iPhones.
Year: 2017
The company opened its retail store in Singapore.
Plans/Strategy
Year: 2017
The company planned to buy half city block for new facility in Reno.
Plans/Strategy
Year: 2017
The company planned to open its new flagship retail store in Mexico City.
Plans/Strategy
Year: 2017
The company planned to establish its retail store at The Dubai Mall.
Year: 2017
Apple Indian entered into an agreement with Karnataka government, to establish a manufacturing facility
to assemble iPhones in India.
Plans/Strategy
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Apple Inc
Company Overview
Year: 2017
The company planned to establish two more research and development centers in China.
Year: 2017
The company relocated St. Johns Town Center store in Jacksonville, Florida.
Plans/Strategy
Year: 2017
The company planned to introduce Apple Pay in Belgium.
Year: 2017
The company opened its retail store in Cologne, Germany.
Year: 2017
Apple Self Storage opened a new facility in Kitchener, Ontario, Canada.
Plans/Strategy
Year: 2017
The company planned for expansion of its data center operations in Reno, Nevada , the US.
Corporate Awards
Year: 2017
The company received Louis Braille award to provide accessibility functions in devices such as iPhone,
iPad, Apple Watch, and Mac.
Plans/Strategy
Year: 2017
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Apple Inc
Company Overview
The company planned to introduce its third generation Apple Watch.
Year: 2017
The company announced to launch three new iPads in spring 2017.
Commercial Operation
Year: 2017
The company announced that it's new headquarters called as spaceship will open in 2017.
Year: 2017
The company opened its first R&D center in the city of Tangerang, Indonesia to retail its iPhone 7 and 7
Plus products.
Year: 2017
The company announced to open its first official Apple store in Buenos Aires, the Argentina in 2018.
Year: 2017
The company announced to launch the annual release of their next iPhone X in excess of US$ 1000.
Year: 2017
The company partnered with Carl Zeiss to launch AR optics in 2018.
Year: 2017
Didi Chuxing secured US$6 billion in funding from Apple and other investors.
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Apple Inc
Company Overview
Year: 2017
Apple entered into partnership with Carl Zeiss, to introduce AR Glasses.
Year: 2017
Apple entered into an agreement with Iberdrola, to purchase electricity from wind farm in Oregon, the US.
Plans/Strategy
Year: 2017
The company planned to introduce redesigned iPad Pro and Siri Speaker at WWDC.
Plans/Strategy
Year: 2017
The company planned to introduce peer-to-peer Apple Pay service.
Plans/Strategy
Year: 2017
The company planned for expansion of data center in Nevada, to meet the demand of iCloud Storage.
Year: 2017
The company and Nike launched Apple Watch Nike+.
Plans/Strategy
Year: 2017
The company planned to release three new laptops.
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Apple Inc
Company Overview
Year: 2017
The company acquired Beddit, a sleep tracking company.
Year: 2017
The company introduced its new store in Dubai.
Year: 2017
The company acquired Lattice Data for US$200 million.
Year: 2017
The company inaugurated its first retail store in Taiwan in the Taipei 101 mall.
Year: 2017
The company's Apple pay partnered with Santander MasterCard credit and debit cards to provide access
to make payments.
Year: 2017
The company's Apple Pay service launched for the users in Taiwan.
Year: 2017
The company launched new 9.7-inch iPad, with retina display, in India.
Year: 2017
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Apple Inc
Company Overview
Apple entered into an agreement with Montague Wind Power Project for purchasing power.
Year: 2017
The company opened its new stores in Nanjing, Cologne and Miami.
Year: 2017
In March, the company acquired DeskConnect, the maker of Workflow automation application.
Year: 2017
The company announced that Apple Park, the company’s new 175-acre campus, will be ready for
employees to begin occupying in April 2017.
Year: 2017
The company launched its new iPhone 7 and iPhone 7 Plus RED special edition.
Year: 2017
Apple launched a new app, Clips, for creating expressive videos on iPhone and iPad.
Year: 2017
The company launched contactless payment service in Ireland.
Year: 2017
Sionic Mobile launched ION Rewards for Apple Watch, with a three-digit checkout process, in San
Francisco.
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Apple Inc
Company Overview
Year: 2017
The company released kernel vulnerabilities CVE-2017-2370 and CVE-2017-2360 for iOS 10.2.1 and
macOS Sierra 10.12.3.
Year: 2017
The company entered into an agreement with NV Energy, to build 200 megawatts of additional solar
energy in Nevada.
Plans/Strategy
Year: 2017
The company announced plans to open a new flagship location in Milan, Italy.
Plans/Strategy
Year: 2017
The company announced its plans to relocate its Fifth Avenue New York City, the US.
Plans/Strategy
Year: 2017
The company announced plans to open a larger store at Crabtree Valley Mall in Raleigh, North Carolina,
the US.
Year: 2017
The company acquired iCloud Network Solution (iCloud.NET).
Year: 2017
The company announced the acquisition of Israel-based start-up, RealFace.
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Apple Inc
Company Overview
Year: 2017
The company announced the opening of first store in Korea.
Plans/Strategy
Year: 2017
Apple plans to launch a 15-inch MacBook with desktop class and Kaby Lake internals.
Plans/Strategy
Year: 2016
The company planned to introduce 5 inch iPhone with vertical dual camera system.
Plans/Strategy
Year: 2016
The company planned to release iPhone 8 alongside iPhone 7s and iPhone 7s Plus.
Year: 2016
The company entered augmented reality based wearable digital glass segment.
Plans/Strategy
Year: 2016
The company planned to release iPad Mini 5.
Plans/Strategy
Year: 2016
The company planned to introduce three new MacBook devices.
Plans/Strategy
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Apple Inc
Company Overview
Year: 2016
The company planned to open retail store and events center in Washington, DC, the US.
Plans/Strategy
Year: 2016
The company planned to introduce iPhone 7, Apple Watch 2, iOS 10 and New MacBook Pro.
Year: 2016
The company plans to open a dedicated distribution center in India to increase the availability of Apple i
Phones.
Plans/Strategy
Year: 2016
The company planned to introduce new iPhone feature for Japan to allow users for paying mass-transit
rides through smartphones.
Year: 2016
The company plans to launch FeliCa-enabled technology iPhone that supports tap-to-pay solutions for
Japan's trains.
Plans/Strategy
Year: 2016
The company planned to introduce headphone jack-less iPhone 7.
Plans/Strategy
Year: 2016
The company planned to introduce Watch 2 without cellular support to avoid battery life worries.
Plans/Strategy
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Apple Inc
Company Overview
Year: 2016
The company planned to open its store in Vienna, Austria.
Year: 2016
The company announced to launch Felica-enabled iPhone, which uses contactless technology invented
by Sony.
Plans/Strategy
Year: 2016
The company planned to establish its research and development centre in China.
Plans/Strategy
Year: 2016
The company planned to release 10.5-inch iPad Pro model in next year.
Others
Year: 2016
The company invested in augmented reality.
Plans/Strategy
Year: 2016
The company planned to introduce its store in Williamsburg, Brooklyn.
Year: 2016
The company partnered with Foxconn, in which Apple focused to expand its market in Southeast Asia by
constructing two R&D centers in Indonesia, and China.
Year: 2016
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Company Overview
The company introduced Apple Pay in Hong kong.
Year: 2016
Apple and University of Naples Federico introduced iOS Developer Academy in San Giovanni a
Teduccio, Naples, Italy.
Year: 2016
Samsung and Apple planned to introduce flagship smartphones.
Year: 2016
Apple entered into an agreement with Foxconn, to expand in Southeast Asia.
Year: 2016
Samsung and Apple planned to introduce payment system in Russia.
Year: 2016
Farfetch entered into partnership with Apple, to introduce a new music channel.
Plans/Strategy
Year: 2016
The company planned to establish imaging research lab in Grenoble, France.
Plans/Strategy
Year: 2016
The company planned to establish an app developer school in Italy.
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Apple Inc
Company Overview
Plans/Strategy
Year: 2016
The company planned to open its first store in Taiwan.
Plans/Strategy
Year: 2016
The company set to introduce three new iPhone models.
Plans/Strategy
Year: 2016
The company planned to open its fifth store in Hong Kong.
Year: 2016
Visa and American Express planned to introduce Apple Pay in Hong Kong.
Plans/Strategy
Year: 2016
The company planned to introduce Apple Watch 2 alongside iPhone 7.
Plans/Strategy
Year: 2016
The company set to introduce IPhone SE at iConnect Store Lekki and SPAR Hypermarket VI Lagos.
Year: 2016
The company announced opening of its first Apple Store in Macau Special Administrative Region, China.
Plans/Strategy
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Apple Inc
Company Overview
Year: 2016
The company to introduce a redesigned Apple Music app in fall.
Plans/Strategy
Year: 2016
The company planned to introduce iMessage on Android.
Litigation
Year: 2016
The company filed an application with FERC for selling electricity and other power services.
Plans/Strategy
Year: 2016
The company to introduce new MacBook Air with minor refresh.
Plans/Strategy
Year: 2016
The company planned to release iPhone 7 with 256GB storage capacity and fast charging.
Plans/Strategy
Year: 2016
The company planned to introduce 5K monitor with built-in graphics card.
Plans/Strategy
Year: 2016
The company planned for expansion of its Apple Pay services in Asia and Europe.
Plans/Strategy
Year: 2016
The company to introduce thinner and lighter MacBook Pro models with Touch ID.
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Apple Inc
Company Overview
Year: 2016
The company invested in research and development centre in Beijing's Zhongguancun technology hub
with US$45 million.
Plans/Strategy
Year: 2016
The company planned for expansion of its operations in United Arab Emirates.
Plans/Strategy
Year: 2016
The company planned to establish Apple stores for selling used iPhones in India.
Year: 2016
The company commenced iPhone 7 production with three new models arriving.
Plans/Strategy
Year: 2016
The company set to open new Union Square store in San Francisco.
Plans/Strategy
Year: 2016
The company to introduce iPhone SE in Brazil.
Plans/Strategy
Year: 2016
The company planned to establish three of its own retail stores in India.
Plans/Strategy
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Company Overview
Year: 2016
The company planned to introduce All Glass iPhones with an AMOLED display.
Year: 2016
Apple entered into partnership with WWF, to introduce 24 Apps for Earth in its app store.
Plans/Strategy
Year: 2016
The company planned to introduce Apple watch 2.
Plans/Strategy
Year: 2016
The company to introduce Apple iPhone SE in Netherlands.
Plans/Strategy
Year: 2016
Apple planned to introduce iPhone SE in India.
Plans/Strategy
Year: 2016
The company planned to release new 13 inch and 15 inch MacBook models.
Plans/Strategy
Year: 2016
Apple planned to introduce iPhone SE in Australia.
Year: 2016
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Apple Inc
Company Overview
The company expanded its presence in China with introducing new store.
Plans/Strategy
Year: 2016
The company planned to release smaller screen iPhone and iPad.
Plans/Strategy
Year: 2016
The company planned to introduce 5.8-inch iPhone.
Plans/Strategy
Year: 2016
The company planned to open new office in San Francisco.
Plans/Strategy
Year: 2016
The company planned to open Brickell City Centre in Florida.
Plans/Strategy
Year: 2016
The company planned to introduce a new iPhone and an iPad with A9 and A9X processor.
Plans/Strategy
Year: 2016
The company planned to introduce its first technology development centre in Hyderabad, India.
Plans/Strategy
Year: 2016
The company planned to introduce more apps to mobile platform.
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Apple Inc
Company Overview
Year: 2016
The company planned for opening its third retail store in Turkey.
Plans/Strategy
Year: 2016
The company planned to open store in Galeria Polnocna.
Plans/Strategy
Year: 2016
The company planned to open its first store in Shandong Province, China.
Year: 2016
The company opened its 33rd Apple store in Qingdao, China.
Plans/Strategy
Year: 2016
The company planned to introduce iPhone 5se with 4 inch display and new Watch accessories at March
event.
Plans/Strategy
Year: 2016
The company planned to open center for developing iOS apps in Naples.
Plans/Strategy
Year: 2016
The company planned to open its office in Kanata.
Plans/Strategy
Year: 2016
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Company Overview
Apple and Beats Electronics to release wireless earphones with iPhone 7.
Plans/Strategy
Year: 2016
The company planned to open stores in India.
Plans/Strategy
Year: 2016
The company to introduce two more Apple stores in China.
Plans/Strategy
Year: 2016
The company planned for opening its 30th retail outlet store in Xiamen, China.
Plans/Strategy
Year: 2016
The company planned to expand its retail store in Latin America.
Plans/Strategy
Year: 2016
The company planned to introduce Apple car in next three years.
Plans/Strategy
Year: 2016
The company planned for opening its 25th retail store in China.
Year: 2016
The company and Deloitte partnered for the transformation of the business through iPhone and iPad.
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Apple Inc
Company Overview
Year: 2016
The company introduced an update for its video editing app, Final Cut Pro X.
Year: 2016
The company introduced the thinnest and lightest MacBook Pro.
Plans/Strategy
Year: 2016
The company plans to launch Apple AirPods.
Year: 2016
The company introduced TV app for iPhone, iPad, and Apple TV in the US.
Plans/Strategy
Year: 2016
The company plans to introduce a new 10.5-inch tablet, for the education sector and enterprises in the
US.
Plans/Strategy
Year: 2016
The company plans to launch its research and development centers in Jakarta, Indonesia.
Year: 2016
The company announced the reopening of its flagship Regent Street retail location in London, England.
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Company Overview
Year: 2016
The company launched its Apple Pay software in Russia.
Plans/Strategy
Year: 2016
The company planned to acquire stake in Nanyang Runtang New Energy, Zibo Runchuan New Energy,
Shuozhou Pinglu Sineng Wind Power, and Qiaojia Tianqiao Wind Power.
Year: 2016
The company announced the opening of its first store in Mexico, the US.
Year: 2016
The company opened a retail store in in Arrowhead Towne Center, the US.
Year: 2016
The company opened a new store in Kwun Tong District, in Hong Kong.
Year: 2016
The company announced the opening of new stores in Washington D.C. and Scottsdale, Arizona, the US.
Year: 2016
The company announced the opening of second Chinese research lab, in the southern Chinese city of
Shenzhen, China.
Year: 2016
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Company Overview
The company announced the opening of its brand new retail store at Vanke Mall in Qibao, in Shanghai,
China.
Plans/Strategy
Year: 2016
The company announced plans to open a new store in Melbourne, Australia.
Year: 2016
The company announced the opening of AI-Focused research and development center in Yokohama,
Tokyo.
Year: 2016
The company announced the opening of its third Parisian store, Paris.
Year: 2016
The company launched its mobile payment service, Apple Pay, in Spain.
Year: 2016
The company opened a production unit in Bengaluru, India.
Plans/Strategy
Year: 2016
Mastercard plans to offer Apple Pay to provide its Spanish customers and cardholders, to transform
mobile payments in easy, secure and private way.
Year: 2016
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Apple Inc
Company Overview
NBCUniversal partnered with Apple, to act as its exclusive U.S. seller for advertising Apple’s News app
inventory and for the development of new advertising products.
Year: 2016
The company announced to establish an iOS App design and development accelerator in Bengaluru,
India to support engineering talent and accelerate growth in India’s iOS developer community.
Year: 2016
The company announced the relocation of it's Liverpool ONE store.
Plans/Strategy
Year: 2016
Apple announced plans to open an iOS app development center in Italy, to provide students with practical
skills and training on developing iOS apps for the app ecosystem.
Year: 2016
The company introduced iPhone 5SE with a four inch display. Apple introduced iPad Pro with a 9.7 inch
display.
Year: 2016
Apple and SAP entered into a partnership to deliver a new iOS software development kit (SDK) and
training academy for developers, partners and customers to build native iOS apps as per their business
needs.
Plans/Strategy
Year: 2015
In December, the company planned to release multiple Beats radio stations.
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Apple Inc
Company Overview
Plans/Strategy
Year: 2015
In December, the company planned to release iPad Air 3.
Plans/Strategy
Year: 2015
In December, the company planned to introduce second-generation Apple Watch at March 2016 event.
Plans/Strategy
Year: 2015
In December, the company planned to introduce MacBook Pro 2016 and MacBook Air.
Plans/Strategy
Year: 2015
In November, the company to introduce 4-inch iPhone 6c in next year.
Plans/Strategy
Year: 2015
In December, the company set to open its 28th store in Nanning, Guangxi, China.
Plans/Strategy
Year: 2015
In December, the company planned to introduce iPad Air 3 tablet.
Plans/Strategy
Year: 2015
In November, the company planned to introduce its Apple Pay service in China.
Year: 2015
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Company Overview
In November, the company announced opening of its 26th Apple Store in Chengdu, China.
Plans/Strategy
Year: 2015
In November, the company planned to introduce a new person-to-person mobile payments service.
Plans/Strategy
Year: 2015
In November, the company planned to launch 4-inch iPhone.
Year: 2015
In October, BBC to introduce iPlayer app for new Apple TV streaming device.
Plans/Strategy
Year: 2015
In October, the company planned to introduce its Apple Pay service in Spain, Singapore and Hong Kong.
Year: 2015
In October, the company introduced its Apple Pay services in Australia via American Express.
Plans/Strategy
Year: 2015
In October, the company planned to open its first store in Singapore.
Year: 2015
In October, Apple partnered with Croma to open first brick-and-mortar Apple store in India.
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Company Overview
Year: 2015
In October, the company introduced iPhone 6s in South Korea.
Year: 2015
In October, the company introduced Apple watch in Saudi Arabia and United Arab Emirates.
Plans/Strategy
Year: 2015
In September, the company planned to introduce giant iPad alongside new iPhone.
Year: 2015
In September, the company expanded its operations in Elk Grove, California.
Plans/Strategy
Year: 2015
In September, the company planned to introduce Apple TV specially for games.
Year: 2015
In August, Apple selected FPT Shop and The gioi di dong as its two main retailers for directly import of its
hi-tech products from Apple Singapore.
Year: 2015
In August, the company opened its first Middle Eastern store in Dubai.
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Company Overview
Year: 2015
In August, the company introduced Siri-powered voice mail service.
Plans/Strategy
Year: 2015
In August, the company planned to introduce its own carrier service.
Plans/Strategy
Year: 2015
In July, the company planned for expansion of its retail presence in India with new retail store.
Plans/Strategy
Year: 2015
In July, the company planned to introduce Apple Watch in New Zealand, Russia and Turkey.
Plans/Strategy
Year: 2015
In July, the company planned to introduce gold and rose gold colored versions of Apple Watch Sport, and
a new iPad mini and iMacs.
Plans/Strategy
Year: 2015
In July, the company set to introduce iOS 9, a latest version of platform that drives the iPhone, iPad and
iPad touch.
Plans/Strategy
Year: 2015
In June, the company planned to introduced Apple Pay in the UK.
Year: 2015
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Company Overview
In June, the company introduced Flipboard-style news app.
Plans/Strategy
Year: 2015
In June, the company planned to introduce Spotify-like streaming service.
Plans/Strategy
Year: 2015
In May, the company planned to open Apple Store in Xiamen.
Plans/Strategy
Year: 2015
In April, the company planned for opening its second store in Hangzhou, China.
Plans/Strategy
Year: 2015
In April, the company planned to expand Oregon Data Center.
Year: 2015
IBM and Apple partnered to deliver iPads with IBM-developed apps and analytics to connect millions of
seniors with services, healthcare, community and their families.
Year: 2015
Apple and China UnionPay entered into a partnership to bring Apple Pay to China, enabling China
UnionPay cardholders to add their bank cards to Apple Pay on iPhone, Apple Watch and iPad.
Year: 2015
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Apple released Final Cut Pro 10.2, an updated version of Final Cut Pro X, Motion and Compressor with
enhancements to accelerate video editing, packaging and delivery. The company launched ResearchKit,
a software framework for medical and health research, available to researchers and developers.
Year: 2015
The company unveiled Apple Music, an app for live radio and streaming music.
Year: 2015
Apple and Cisco entered into a partnership for iOS business users by optimising Cisco networks for iOS
devices and apps, and integrating iPhone with Cisco enterprise environments.
Year: 2015
Apple and Hermes introduced Apple Watch Hermes, a new collection of Apple Watch. In the same year,
the company also introduced watchOS 2, Apple Pencil, iPhone 6s and iPhone 6s Plus.
Year: 2015
The company introduced Swift programming language as an open source, enabling developers,
educational institutions, and enterprises to contribute to new Swift features and optimizations and bring
Swift to new computing platforms.
Plans/Strategy
Year: 2014
Apple’s App Store planned to be closed for developers in the last week of December and give its app
reviewers a week off during the holidays.
Year: 2014
The company updated MacBook Pro with Retina display, faster processors and double memory in both
entry-level configurations. The company also launched a new, lower starting price for the 15-inch
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Company Overview
notebook. During the year, Apple announced iOS 8 for the iPhone, iPad, and iPod touch users as a free
software update. iOS 8 delivers a simpler, faster, and more intuitive user experience with new messages
and photos features, predictive typing for Apple's QuickType keyboard, and Family Sharing. iOS 8 also
includes the new Health app, a health and fitness data app and iCloud Drive, a cloud storage solution.
Apple announced Apple Pay, a new mobile payment service that will allow users to pay with mobiles. The
Apple Pay works with iPhone 6 and iPhone 6 Plus through a near field communication (NFC) antenna
design, a dedicated chip called the Secure Element, and the security and convenience of Touch ID. The
company launched iPhone 6 and iPhone 6 Plus models with 4.7-inch and 5.5-inch Retina HD displays,
respectively. The company also unveiled Apple Watch, a new wearable device which enables users to
communicate from the wrist and will include comprehensive health and fitness apps. Apple released
iPhone 6 and iPhone 6 Plus in 36 additional countries and territories across Europe, Asia, the Middle
East, Latin America and Africa. Apple launched 27-inch iMac with Retina 5K display, running on OS X
Yosemite. At the end of the year, Apple launched iPad Air2, powered by the new Apple-designed A8X
chip, and with improved Retina display.
Year: 2014
The company launched updates for MacBook Air featuring faster processors at the same time lowering
prices. The company's updates and pricing are expected to further drive the penetration of its notebook
PCs. NTT Docomo and Apple announced the availability of iPad Air and iPad mini with Retina display on
Docomo network. Apple announced OS X Yosemite, an enhanced version of OS X with enhanced
features and new apps. Apple released iOS 8 software development kit (SDK), with 4,000 application
programming interfaces (APIs) for the developers. Apple launched iOS 8 with new features such as
iCloud Photo Library, a new messages app, the QuickType keyboard and a new Health app. Apple
introduced a 21.5-inch iMac, enhancing its product lineup of entry-level Mac desktop. Apple launched the
iTunes Radio in Australia. Subsequently, iPad Air and iPad mini with long term evolution (LTE)
performance were made available in China.
Year: 2014
Apple's iBooks Textbooks and iTunes U Course Manager expanded into new markets across Asia, Latin
America and Europe, among others. With this, the company expanded worldwide access to educational
content.
Year: 2014
Apple and IBM entered into a strategic partnership to transform enterprise mobility through new class of
business apps, by introducing IBM's big data and analytics capabilities to iPhone and iPad.
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Company Overview
Year: 2014
Apple agreed to acquire Beats Music and Beats Electronics. This acquisition is expected to enhance the
company's music lineup.
Year: 2014
The company completed its previously announced acquisition of Beat Music and Beat Electronics.
Year: 2013
The company launched the wireless fidelity (Wi-Fi) + Cellular versions of iPad mini and the new fourth
generation iPad with Retina display, in China. Apple also launched the iBookstore in Japan featuring titles
from independent publishers, including a selection of books from Kodansha, KADOKAWA, Bungeishunju,
Gakken and Gentosha.Subsequently, the company launched iTunes Radio, a free internet radio service
featuring over 200 stations and a catalog of music from the iTunes Store. During the year, Apple
launched Logic Pro X which offers advanced tools and new interface designed to streamline the process
of creating professional quality music. Apple launched the iPhone 5S and iPhone 5C smartphone models
in the US, Australia, Canada, China, France, Germany, Hong Kong, Japan, Puerto Rico, Singapore and
the UK. Apple and NTT Docomo teamed up to offer the iPhone 5S and iPhone 5C in Japan. The
company introduced the iOS 7, featuring a redesigned new user interface. This was made available to
iPhone, iPad and iPod touch users as a free software update. The company launched the iPad Air,
featuring 9.7-inch Retina display in a thinner and lighter design. This new version of iPad was another
step ahead for Apple in its strategy to enhance the computing power of its tablet PC products.
Subsequently, Apple introduced the iPhone 5S and iPhone 5C in Italy, Russia, Spain and more than 25
additional countries. At the end of the year, Apple launched the iPad mini with Retina display.
Year: 2013
Apple received a $30 million commitment from the US' second largest public school district, the Los
Angeles School Board of Education's. As part of this phase which is the first phase of the larger roll out,
the company began offering iPad to students across the school district.
Year: 2012
The company acquired Color Labs.
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Year: 2012
Apple launched its new third generation iPad in China in 2012. In the same year, the company introduced
the new lineup of iPod touch and iPod nano. Subsequently, Apple introduced iPhone 5 smartphone.
During the same year, the company introduced a version of its MacBook Pro featuring Retina display and
flash storage in a new compact design. Apple introduced iPad mini, a smaller version of the iPad with 7.9-
inch display.Subsequently, Apple launched the iTunes Store in Russia, Turkey, India, South Africa and 52
additional countries.
Year: 2012
In 2012, the company launched its new iPhone 4S in China and 21 additional countries. To strengthen its
presence in the education market, Apple launched iTunes U app, which provides educators and students
access to teaching and taking entire courses on their iPad, iPhone and iPod touch. Subsequently, the
company launched iBooks 2 for iPad, featuring iBooks textbooks. During the same year, the company
launched its third generation of iPad. Apple previewed iOS 6, introducing over 200 new features to the
mobile operating system, and released a beta version to iOS Developer Program members. The company
updated MacBook Air with the latest Intel Core processors. Subsequently, Apple unveiled new 15-inch
MacBook Pro featuring a Retina display. The company launched the iTunes Store in Hong Kong,
Singapore, Taiwan and nine additional countries in Asia, in the same year.
Year: 2012
HTC and Apple reached a global settlement for the dismissal of all current lawsuits and a 10-year license
agreement. The license extends to current and future patents held by both parties.
Year: 2011
Apple launched the Mac App Store with more than 1,000 free and paid applications. Subsequently, Apple
updated its MacBook Pro family with next generation processors and graphics, high-speed Thunderbolt
I/O technology and a new FaceTime HD camera. During the same year, the company made iWork
available for iPhone and iPod touch users. Apple launched iCloud, a set of free cloud services that work
with applications on iPhone, iPad, iPod touch and Mac to automatically and wirelessly store content in
iCloud and automatically and wirelessly push it to all devices. Further in 2011, the company unveiled the
Apple Thunderbolt display, a display with Thunderbolt I/O technology for Mac notebook. The company
launched its 4G iPhone and 5G iOS, in 2011. Apple launched iTunes Store in Brazil and in 15 other
countries in Latin America during the same year.
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Year: 2010
Apple announced iPad, a high-resolution, multi-touch display device for browsing the web, reading,
sending email, and viewing entertainment content. During the same year, the company previewed its
iPhone OS 4 software and released a beta version of the software to iPhone Developer Program
members. Apple introduced the new iPhone 4 featuring FaceTime, which allows video calling, and
Apple's new Retina display which enhances the text, images and video. Subsequently, Apple released
Safari 5.0.1 with extensions that supports allowing developers to create extensions with HTML5, CSS3
and JavaScript web standards. Also, Apple updated its all-in-one iMac line, with the Intel Core i3, Core i5
and Core i7 processors and new graphics.
Year: 2010
Apple introduced iTunes 10 with Ping, a new music-oriented social network. The company announced the
new Apple TV which allows viewers to watch high-definition (HD) movies and television (TV) shows.
Apple introduced the Apple Store in China (apple.com.cn) which allows Chinese customers to shop online
for Apple products. The company unveiled a new MacBook Air, in 2010. In the same year, iPad was
made available at over 2,000 Verizon Wireless Stores in the US.
Litigation
Year: 2010
Apple filed a lawsuit against HTC for infringing 20 of Apple's patents related to the iPhone's user
interface, underlying architecture and hardware.
Year: 2010
The company's iPad, was made available in the US, Australia, Canada, France, Germany, Italy, Japan,
Spain, Switzerland and the UK, and sold 300,000 units on the first day of its launch in the US.
Year: 2010
Apple and the Dentsu Group formed a partnership to expand Apple's iAd mobile advertising network to
Japan. As part of the agreement, Dentsu will be responsible for the sales and creative execution of iAds
in Japan, and Apple will host, target and deliver the iAds to its iPhone and iPod touch users.
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Year: 2009
Apple introduced iWork '09, a new version of Apple's office productivity suite, and iLife '09, which features
major upgrades to iPhoto, iMovie and GarageBand, and included iDVD and an updated version of iWeb.
Subsequently, the company introduced the iPhone 3GS, Apple's third-generation smartphone with new
features such as, longer battery life, high-quality three megapixel autofocus camera, easy to use video
recording and hands free voice control. Later in the year, Apple launched its iTunes Store in Mexico with
a selection of Mexican and international music from all the major labels and independent labels. The
company updated its MacBook with light emitting diode (LED)-backlit display, Apple Multi-Touch track pad
and built-in seven-hour battery, and subsequently, introduced its wireless Magic Mouse, the world's first
mouse to use Apple's Multi-Touch technology.
Year: 2008
The company introduced Mac Pro with eight processor cores, and MacBook Air, a thin notebook, which
measures a maximum height of 0.76-inch. In the same year, Apple introduced Xsan 2, the first major
upgrade to its enterprise class storage area network (SAN) file system for Mac OS X. Subsequently, the
company introduced MobileMe, a new internet service that offers push email, push contacts and push
calendars to native applications on iPhone, iPod touch, Macs and PCs. Also in 2008, Apple launched
iPod touch.
Year: 2007
The company introduced its new iPod touch.
Year: 2007
Apple launched its revolutionary product, iPhone, a smartphone device, and also launched iPod nano,
featuring two inch display.
Year: 2007
The company changed its name from Apple Computer, Inc to Apple Inc., representing its expanding
product portfolio and increased focus on consumer electronics market.
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Year: 2007
Apple resolved its 'iPhone' trademark issue with Cisco Systems by entering into an agreement. According
to the agreement, both the companies acknowledged the ownership rights and will use the trademark in
their products.
Year: 2006
Chrysler, in association with Apple, integrated iPod option in the audio systems in its 2006 models. In
2005, Apple sold its student information systems (SIS) division, PowerSchool, to Pearson.
Year: 2006
Apple teamed up with Air France, Continental, Delta, Emirates, KLM and United Airlines to integrate iPod
with in-flight entertainment systems.
Divestiture
Year: 2005
Apple sold its student information systems (SIS) division, PowerSchool, to Pearson.
Year: 2005
The company made an agreement to use Intel microprocessors in its Mac PCs. Later in the year, the
company collaborated with Acura, Audi, Honda and Volkswagen to deliver iPod with their car stereos for
2006 model lines, and also introduced mobile phone with iTunes in collaboration with Motorola and
Cingular Wireless.
Year: 2005
Ford, General Motors and Mazda teamed up with Apple to integrate iPod across their brand and models.
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Company Overview
Year: 2004
Apple introduced its fourth generation (4G) iPod portable digital music player.
Year: 2004
The company signed licensing agreements with three of the largest European independent music labels,
Beggars Group, Sanctuary Records Group and V2, adding additional independent tracks from leading
artists to the iTunes music store in the UK, France and Germany.
Year: 2003
Apple launched its iTunes music store, an online store for downloading music tracks and albums.
Year: 2002
Apple pursued a number of acquisitions during 2002. The company acquired Prismo Graphics, Silicon
Grail, certain assets of Zayante, and also acquired the German based specialist music software
manufacturer, Emagic. Additionally, the company acquired certain assets of Nothing Real, a privately-
held company engaged in the development of high performance tools designed for the digital image
creation market.
Year: 2001
Soon after Mr. Jobs returned, the company entered into an agreement with Microsoft which was
subsequently followed with the appearance of MS Office on Mac PCs.
Year: 2001
The company acquired PowerSchool, one of the providers of web-based student information systems for
K-12 schools and school districts, and Spruce Technologies, a privately-held company involved in
developing and marketing digital versatile disk (DVD) authoring products.
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Company Overview
Year: 1999
By 1999, all IT related services for ICICI Bank and certain of its subsidiaries were consolidated under
ICICI Infotech.
Others
Year: 1997
Apple had incurred huge losses running into millions of dollars.
Divestiture
Year: 1997
The company divested its unsuccessful businesses as spin-offs. Among the spin-offs was Newton, its
personal digital assistant (PDA) line of products.
Year: 1997
Mr. Jobs, the co-founder returned as the interim Chief Executive Officer. Under his leadership, Apple
reorganized to concentrate on its more profitable competencies.
Year: 1996
Apple acquired NeXT, and by virtue of which, its operating system (OS), Rhapsody, became Apple's next-
generation OS.
Year: 1990
By 1990, the market was flooded with cheap PC clones and Microsoft had launched Windows 3.0 and
these factors further intensified competition. In 1994, the company launched the PowerPC chip based
PowerMac, which allowed Mac to compete with the speed of Intel's PC processors. Apple still had
problems though and in 1995, the company had a $1 billion order backlog. These problems were
compounded by the launch of Windows 95. The company's performance nosedived during 1995-96 when
it lost $68 million.
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Company Overview
Year: 1984
Apple introduced its first mouse driven PC, the Macintosh (Mac).
Year: 1984
Apple, Ericsson and Sun Microsystems formed an alliance to create a standard format for delivering
multimedia content to wireless devices, such as smartphones and PDAs. The alliance combined Apple's
QuickTime video creation software, Sun's content distribution software and hardware, and Ericsson's
mobile infrastructure and services expertise.
Year: 1983
By 1983, Apple faced stiff competition with the entry of International Business Machines Corporation
(IBM) into the PC market, and the failure of its Apple III version computer.
Stock Listings/IPO
Year: 1980
The company offered its initial public offering (IPO).
Management Changes
Year: 1980
In early 1980, competition from the personal computer (PC) market and internal difficulties led to critical
management changes.
Incorporation/Establishment
Year: 1977
Apple Inc. (Apple or "the company") was incorporated.
Year: 1976
The company was co-founded by Steven Wozniak and Steven P. Jobs. They introduced the first Apple I
computer.
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Company Overview
Key Employees
KEY EMPLOYEES
Name Job Title Board Compensation

Arthur D. Levinson Chairman Executive Board 556362 USD
Brent Johnston Managing Director-Apple Senior Management
Canada
Jonathan Ive Chief Design Officer Senior Management 130000000
Tim Cook Chief Executive Officer, Executive Board 10300000 USD
Director
Isabel Ge Mahe Managing Director-Greater Senior Management
China, Vice President-Wireless
Technologies
Jon McCormack Vice President-Software Senior Management
Deirdre O'Brien Head-HR , Vice President- Senior Management
People
Luca Maestri Chief Financial Officer, Senior Senior Management 25300000 USD
Vice President
Oliver Schusser Vice President-Apple Senior Management
European Music and Content
Operations
Jeff Williams Chief Operating Officer Senior Management 68700000 USD
John Giannandrea Head-Machine Learning and AI Senior Management
Strategy
Matt Cherniss Head-Development - Senior Management
Worldwide Video Unit
James A. Bell Director Non Executive Board 70700000 USD
Brian Bumbery Director-Apple Music Publicity Senior Management
Jay Hunt Creative Director, Europe Senior Management
Albert Gore Jr. Director Non Executive Board USD
Liz Schimel Head-News Business Senior Management
Michel Coulomb Head-India Sales Operational
Management
Robert A. Iger Director Non Executive Board USD
Katherine Adams General Counsel, Senior Vice Senior Management
President-Legal and Global
Security
Andrea Jung Director Non Executive Board USD
Ronald D. Sugar Director Non Executive Board USD
Susan L. Wagner Director Non Executive Board USD
Dan Riccio Senior Vice President- Senior Management USD
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Hardware Engineering
Johny Srouji Senior Vice President- Senior Management
Hardware Technologies
Eddy Cue Senior Vice President-Internet Senior Management USD
Software and Services
Angela Ahrendts Senior Vice President-Retail Senior Management USD
Craig Federighi Senior Vice President- Senior Management
Software Engineering
Philip W. Schiller Senior Vice President- Senior Management
Wholesale Marketing
Steve Dowling Vice President- Senior Management
Communications
Lisa Jackson Vice President-Environment, Senior Management
Policy and Social Initiatives
Tor Myhren Vice President-Marketing Senior Management
Communications
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Company Overview
Key Employee Biographies
KEY EMPLOYEE BIOGRAPHIES
Arthur D. Levinson
Board:Executive Board
Job Title:Chairman
Since:2011
Age:67
Arthur D. Levinson has been the Chairman of Apple since 2011. Mr. Levinson has been a Director at the
company since 2000. He has been the Chief Executive Officer at Calico since 2013. Mr. Levinson
previously served as the Chairman, and Chief Executive Officer at Genentech. He served as the
Chairman and Chief Executive Officer at large international public company, along with financial expertise
and brand marketing experience.
Jonathan Ive
Board:Senior Management
Job Title:Chief Design Officer
Since:2017
Jonathan Ive currently serves as the Chief Design Officer at Apple. Mr. Ive joined the company in 1996
and led the company’s design team. He holds over 5,000 patents.
Tim Cook
Board:Executive Board
Job Title:Chief Executive Officer, Director
Since:2011
Age:57
Tim Cook has been the Chief Executive Officer and Director of Apple since 2011. Mr. Cook was the Chief
Operating Officer at the company from 2005 to 2011. He joined the company in 1998 and served as the
Executive Vice President, Worldwide Sales and Operations from 2002 to 2005. From 2000 to 2002, Mr.
Cook served as the Senior Vice President, Worldwide Operations, Sales, Service and Support. From
1998 to 2000, he served as the Senior Vice President, Worldwide Operations. Prior to joining the
company, Mr. Cook was the Vice President, Corporate Materials at Compaq. Prior to his work at Compaq,
he was the Chief Operating Officer of the Reseller Division at Intelligent Electronics. Mr. Cook also spent
12 years at IBM, most recently as the Director of North American Fulfillment.
Luca Maestri
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Job Title:Chief Financial Officer, Senior Vice President

Since:2014
Age:54
Luca Maestri has been the Senior Vice President and Chief Financial Officer at Apple since 2014. Mr.
Maestri joined the company in 2013 as the Vice President of Finance and Corporate Controller. Prior to
joining Apple, he served as the Chief Financial Officer at Xerox and Nokia Networks. Mr. Maestri began
his career at General Motors and served for 20 years in finance and operating roles in the Americas, Asia
Pacific and Europe. He also served as the Chief Financial Officer for Operations in Europe at GM.
Jeff Williams
Job Title:Chief Operating Officer
Since:2015
Age:54
Jeff Williams has been the Chief Operating Officer at Apple since 2015. Mr. Williams joined the company
in 1998 as the Head of Worldwide Procurement and in 2004 became the Vice President of Operations.
Prior to joining Apple, he worked at IBM from 1985 to 1998 in various operations and engineering roles.
James A. Bell
Board:Non Executive Board

Job Title:Director
Since:2015
Age:69
James A. Bell has been a Director at Apple since 2015. Previously, Mr. Bell served as the Senior Vice
President and Executive Vice President of Finance; the Corporate President; the Chief Financial Officer;
and the Corporate Controller at the Boeing Company. He also has been a Director at The Dow Chemical
Company, JPMorgan Chase, and CDW Corporation.
Albert Gore Jr.

Job Title:Director
Since:2003
Age:69
Albert Gore Jr. has been a Director at Apple since 2003. Mr. Gore served as the Vice President of the US.
He has been the Chairman at Generation Investment Management since 2004, and serves as a Partner
at Kleiner Perkins Caufield & Byers since 2007. Mr. Gore is also the Chairman at the Climate Reality
Project, a non-profit organization devoted to solving the climate crisis.
Robert A. Iger
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Company Overview

Job Title:Director
Since:2011
Age:67
Robert A. Iger has been a Director at Apple since 2011. Mr. Iger has been the Chairman and Chief
Executive Officer at Walt Disney since 2012. Prior to that, he served as the President and Chief Executive
Officer; and the President and Chief Operating Officer at Walt Disney. Mr. Iger served as the President at
Walt Disney International and the Chairman at ABC from 1999 to 2000. From 1974 until 1998, he held a
series of increasingly responsible positions at ABC and its predecessor, Capital Cities/ABC.
Andrea Jung

Job Title:Director
Since:2008
Age:59
Andrea Jung has been a Director at Apple since 2008. Ms. Jung was the Chairman of the Board and
Chief Executive Officer at Avon Products from 2001 to 2012. She has been a Director at General Electric
since 1998 and a Member of the Supervisory Board at Daimler since 2013. She has been the President
and Chief Executive Officer at Grameen America since 2014.
Ronald D. Sugar

Job Title:Director
Since:2010
Age:69
Ronald D. Sugar has been a Director at Apple since 2010. Dr. Sugar is the retired Chairman of the Board
and Chief Executive Officer at Northrop Grumman. Prior to Northrop Grumman, he served as the Chief
Financial Officer at TRW. Dr. Sugar is a Senior Advisor to various businesses and organizations,
including Ares Management, Bain & Company, Temasek Americas Advisory Panel, the G100 Network,
and the World 50. He also serves as a Director at Air Lease, Amgen and Chevron.
Susan L. Wagner

Job Title:Director
Since:2014
Age:56
Susan L. Wagner has been a Director at Apple since 2014. Ms. Wagner co-Founded BlackRock and held
a range of leadership positions including as the Vice Chairman until 2012. She currently serves on the
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Company Overview
Boards at BlackRock and Swiss Re.
Dan Riccio
Job Title:Senior Vice President-Hardware Engineering
Since:2012
Age:55
Dan Riccio has been the Senior Vice President of Hardware Engineering at Apple since 2012. Mr. Riccio
joined the company in 1998 as the Vice President of Product Design and in 2010 became the Vice
President of iPad Hardware Engineering. Prior to Apple, he worked at Compaq Computer as the Senior
Manager of Mechanical Engineering. Mr. Riccio holds a Bachelor's degree in Mechanical Engineering
from the University of Massachusetts Amherst.
Johny Srouji
Job Title:Senior Vice President-Hardware Technologies
Since:2015
Age:53
Johny Srouji has been the Senior Vice President of Hardware Technologies at Apple since 2015. Mr.
Srouji joined the company in 2008. He served as the Vice President of Hardware Technologies, and Vice
President, VLSI (Very Large Scale Integration) at the company. Prior to joining Apple, Mr. Srouji worked
in various engineering roles at IBM and Intel.
Eddy Cue
Job Title:Senior Vice President-Internet Software and Services
Since:2011
Age:53
Eddy Cue has been the Senior Vice President of Internet Software and Services at Apple since 2011. Mr.
Cue joined the company in 1989. Mr. Cue held various positions at Apple, including as the Vice President
of Internet Services and the Senior Director of iTunes Operations. He served as a Director at Ferrari.
Angela Ahrendts
Job Title:Senior Vice President-Retail
Since:2014
Age:57
Angela Ahrendts has been the Senior Vice President of Retail at Apple since 2014. Ms. Ahrendts joined
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Company Overview
Apple from Burberry, where she served as the Chief Executive Officer. Prior to Burberry, she was an
Executive Vice President at Liz Claiborne, and the President at Donna Karan International. She was also
a member of the UK's Prime Minister's Business Advisory Council from 2010 to 2015.
Craig Federighi
Job Title:Senior Vice President-Software Engineering
Since:2012
Age:48
Craig Federighi has been the Senior Vice President of Software Engineering at Apple since 2012. Mr.
Federighi held several positions at Ariba, including the Chief Technology Officer and the Vice President of
Internet Services. Before Ariba, he worked at NeXT and at Apple upon the acquisition of NeXT. Mr.
Federighi also served as the Vice President of Mac OS Engineering and as the Director of Engineering at
the company.
Philip W. Schiller
Job Title:Senior Vice President-Wholesale Marketing
Since:2002
Age:57
Philip W. Schiller has been the Senior Vice President of Wholesale Marketing at Apple since 2002. Mr.
Schiller was the Vice President of Product Marketing at Macromedia from 1995 to 1997 and the Director
of Product Marketing at FirePower Systems from 1993 to 1995. Prior to that, he spent six years at Apple
in various marketing positions. Mr. Schiller has also served as a Director at Illumina since 2016.
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Apple Inc
Company Overview
Major Products & Services
MAJOR PRODUCTS & SERVICES

Apple designs, manufactures, and markets mobile communication and media devices, personal
computers (PCs), and portable digital music players, and sells a variety of related software, services,
accessories, networking solutions, and third-party digital content and applications. The company's major
products and brands include the following:
Products:
Mobile Communication and Media Devices

Personal Computing Products
Portable Digital Music Players
Televisions
Peripheral Products
Networking Solutions
Third-party Hardware and Software Products
Mobile Operating Systems
Desktop Operating Systems
Server and Application Software
Brands:
iPhone
iPad
Mac
iMac
iPod
iTunes
Mac App Store
iCloud
iOS
OS X
iLife
iWork
Apple TV
Apple Watch
Apple Pay
Beats
GarageBand
Logic Pro
Touch Bar
MacBook Pro
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Company Overview
SWOT Analysis
SWOT ANALYSIS
Apple Inc. (Apple) designs, manufactures, and markets mobile communication and media devices, and
personal computers (PCs). Strong horizontal and vertical integration, research and development (R&D)
activities, and extensive distribution channels are the company’s main strengths, whereas dependence on
the iPhone and iPad product lines, and legal proceedings remain major areas of concern. In the future,
intense competition, premium pricing, and foreign exchange risk could impact market position. However,
the growing North American smartphone market, smart wearable devices market, artificial intelligence,
and Apple Pay are likely to provide growth opportunities.
Strength Weakness
Formidable Competitive Advantages through High Dependence on iPhone and iPad Product Lines
Horizontal and Vertical Integration Legal Proceedings
Strong Research and Development Capabilities
Robust and Extensive Distribution Channels
Opportunity Threat
North American Smartphone Market Premium Pricing Could Limit Growth in Emerging
Smart Wearable Devices Market Offers Robust Growth Markets
Opportunities Foreign Exchange Risks
Focus on Artificial Intelligence Competitive Pressures
Apple Pay Provides Robust Growth Opportunity
Strength
Formidable Competitive Advantages through Horizontal and Vertical Integration
Apple has over the years followed integration both horizontally and vertically and as a result emerged as
a formidable competitor. The company's multiple devices provide horizontal integration. Apple has
presence across the main digital media devices of computing and mobile communications. Through PCs,
tablets, smartphones and other devices, Apple offers a whole range of associate products and devices. It
also offers hardware, software, content, services creating vertical integration. In addition, Apple’ strong
software and content business has equipped it with several competitive advantages. The Apple software
and services ecosystem spans across multiple devices and includes content and applications.
Consequently, switching to a competitor becomes more difficult. Another key integration aspect that has
enabled Apple to gain competitive advantage is content. The company's iTunes Store, App Store, iBooks
Store and Apple Music services enable users to purchase, organize and share digital content and apps.
In addition to the above, the company has a strong retail presence.
Apple has followed a vertical integration strategy to build a formidable competitive advantage. The
company's business strategy leverages its ability to design and develop its own operating systems,
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Company Overview
hardware, application software, and services. The vertical integration provides control over the entire user
experience or process from hardware to software which facilitates higher customer loyalty and provides
lock-in. None of the company's competitors have been able to replicate this model with as much success
as Apple.
Apple enjoys a favorable competitive environment provided by user dependence on its iOS ecosystem
which enables it to earn incremental earnings by offering all associated devices and services. In the era
of convergence this is a sustainable competitive advantage. Apple's sustainability of market share stems
from the fact that it was able to successfully connect its devices with each other and one generation of
devices with the next. Through these integration models, Apple has built sustainable competitive
advantages that are hard to replicate.
Strong Research and Development Capabilities
The company has strong research and development (R&D) capabilities. Apple has been consistently
spending on R&D. The company’s ability to compete successfully depends heavily upon its ability to
ensure a continual and timely flow of competitive products, services and technologies to the marketplace.
Apple continues to develop new technologies to enhance existing products and to expand the range of its
product offerings through R&D, licensing of intellectual property and acquisition of third-party businesses
and technology. The company spent $11.6 billion, $10 billion, and $8.1 billion on R&D in FY2017,
FY2016, and FY2015. Strong R&D capabilities allow the company to introduce new products that
effectively enhance revenue and market share.
Robust and Extensive Distribution Channels
Apple has robust and extensive distribution channels. It uses both direct and indirect distribution channels
to effectively reach its customers primarily in the consumer, small and mid-sized business, and education,
enterprise, and government markets. The company sells its products and resells third-party products in
most of its major markets directly to consumers and small and mid-sized businesses through its retail and
online stores and its direct sales force. The company has been continuously improving its distribution
capabilities by expanding the number of its own retail stores worldwide. The company’s retail stores are
typically located at high-traffic locations in quality shopping malls and urban shopping districts. By
operating its own stores and locating them in desirable high-traffic locations, the company is better
positioned to ensure a high quality customer buying experience and attract new customers. The stores
are designed to simplify and enhance the presentation and marketing of the company’s products and
related solutions. Few of its rivals have their own physical retail stores and none have such a vast
network. Apple also employs a variety of indirect distribution channels, such as third-party cellular network
carriers, wholesalers, retailers and value-added resellers. Apple has invested extensively in programs to
enhance reseller sales by placing quality Apple fixtures, merchandising materials and other resources
within selected third-party reseller locations. Through the Apple Premium Reseller Program, certain third-
party resellers focus on the Apple platform by providing a high level of product expertise, integration and
support services. The company also supports mobile learning and real-time distribution of, and access to,
education related materials through iTunes U, a platform that allows students and teachers to share and
distribute educational media online. The company also sells its hardware and software products to
enterprise and government customers in each of its reportable operating segments. Thus, the robust and
extensive distribution capabilities of Apple enhance its customer reach and provide incremental growth
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Company Overview
opportunities.
Weakness
High Dependence on iPhone and iPad Product Lines
Apple’s revenues and growth are largely dependent on the iPhone and iPad product lines. The iPhone
and iPad product lines together accounted for 70% of the total revenues in FY2017. Although, these
product lines have been the growth drivers for the company, any future decline in the growth rates could
impact the company's performance. Dependence on few product lines increases business risk, especially
in an industry characterized by fast paced technological changes. Any market share losses of key
products could have a material adverse impact on the company's growth prospects.
Legal Proceedings
The company is a defendant in several lawsuits. In December 2017, Apple faced a lawsuit, which alleges
that the company did not disclose that there is a slowdown in its software updates in older-model
iPhones, which resulted in shortage of battery life. In the same month, fraud lawsuits were filed against
Apple. The lawsuit alleges that the company made a fraud promise through concealment and unfair
business practices. In October 2017, Emonster, a Japanese company filed a lawsuit against Apple. The
lawsuit alleges that the company used Animoji, which is a trademark of Emonster, to its iPhone X feature.
The company has to continuously follow through these litigations and it also increases operational costs.
Lawsuits could result in penalties and fines, which increase operating costs.
Opportunity
North American Smartphone Market
The deployment of high speed 4G technology, increasing usage of over-the-top content (OTT) and social
media services are expected to drive smartphone adoption across North America. According to in-house
research, smartphone sales in North America are expected to increase from 174.2 million in 2017 to
194.2 million in 2022, at a CAGR of 0.3% during 2017-2022. Smartphones are estimated to account for
93.3% of total mobile handset sales during the forecast period. In terms of revenue, smartphones could
account for 98.7% of the total mobile handset revenue. In FY2017, Apple sold approximately 216.7 million
iPhones. The robust outlook for the smartphone market is likely to help increase the company's sales in
the immediate future.
Smart Wearable Devices Market Offers Robust Growth Opportunities
The market for wearable devices has been growing strongly over the past few years. According to in-
house research, the wearable devices market size is expected to reach a value of $15 billion by 2026
growing at a CAGR of over 23% during 2016-23 periods. Apple is keen to benefit from the growth
opportunities offered by these end markets. The company launched Apple Watch in 2014. Apple Watch is
a personal electronic device that combines watch functionality with an iOS-based user interface created
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Company Overview
specifically for a smaller device. The company has enhanced its Watch devices over the years. In 2017,
Apple and Nike launched Apple Watch Nike+. Apple is well positioned to tap this growing market.
Focus on Artificial Intelligence
Apple has taken several initiatives to strengthen its artificial intelligence portfolio. In September 2017, the
company acquired Regaind, a French artificial intelligence start-up. This acquisition helped Apple to add
intelligent search to the Photos app on iPhone. In March 2017, the company acquired DeskConnect, a
tool that lets the customers to hook together apps and functions within apps in strings of commands to
automate tasks. This initiative helped Apple to strengthen its application portfolio. An increasing focus on
artificial intelligence could enable the company to strengthen its market position and improve its financial
performance.
Apple Pay Provides Robust Growth Opportunity
Apple Pay is expected to provide incremental growth opportunities for the company. Apple Pay, the
company’s mobile payment service, works with iPhone, Apple Watch, iPad or Mac through a Near Field
Communications (NFC) antenna design, a dedicated chip called the secure element, and Touch ID. Apple
Pay does not require Apple Pay-specific contactless payment terminals, and can work with existing
contactless terminals. Apple Pay allows users to add their credit or debit card on file from their iTunes
Store account. Launched initially in the US and the UK, Apple Pay is now available in 15 countries. Apple
Pay is expected to provide new growth opportunities for the company in the medium to long term.
According to in-house report, the mobile pay market was valued at approximately $90 billion in 2017.
Apple Pay is an extension of the company's iOS ecosystem, which makes it a disruptive player in the fast
growing mobile payments industry. The strong outlook for mobile payments coupled with Apple's robust
smartphone market share provides incremental growth opportunities to enhance revenues and market
share.
Threat
Premium Pricing Could Limit Growth in Emerging Markets
Price can be one of the key competitive disadvantages of Apple that the competitors can effectively use
to gain market share. This will prove to be a challenge while addressing emerging markets, which
become important as the advanced economies' smartphone markets attain maturity. Emerging markets
lack carrier subsidies and the customer base in these markets is highly price sensitive and therefore
competing with lower priced Android products could be a challenge for Apple. Revenues from emerging
markets for Apple products will come from a higher mix of older models. This indicates that as the
smartphone markets move towards emerging countries, average prices will start to fall, impacting
margins. Apple has been facing marginal declines in average price per product. Apple has not been able
to effectively gain market share in emerging markets where historically, lower priced phones are popular.
Apple's premium pricing strategy will prove to be challenging and could have a negative impact on the
company's gross margins.
Foreign Exchange Risks
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Company Overview
Apple operates in many parts of the world and is exposed to fluctuations in foreign exchange rates. The
company reports financials in the US dollar and therefore its revenue is exposed to volatility of the US
dollar against other functional currencies such as Swiss franc, British pound and Euro. Major elements
exposed to exchange rate risks include the company’s investments in overseas subsidiaries and affiliates
and monetary assets and liabilities arising from business transactions in foreign currencies. In FY2017,
the company registered a gain of US$224 million from foreign currency translation adjustment compared
to gain of US$75 million and a loss of US$411 million in FY2016 and FY2015, respectively. To minimize
risks from currency fluctuations, the company could hedge foreign exchange risks by entering into foreign
exchange forward contracts. However, there could be no assurance that such hedging activities or
measures would limit the impact of movements in exchange rates on the company’s results of operations.
Competitive Pressures
Apple’s products and services compete in highly competitive global markets characterized by aggressive
price cutting and resulting downward pressure on gross margins, continual improvement in product
price/performance characteristics, frequent introduction of new products, evolving industry standards,
rapid adoption of technological and product advancements by competitors, short product life cycles and
price sensitivity of consumers. Apple continuously and timely introduces innovative new products and
technologies including the operating system, hardware, numerous software applications and related
services, whereas many of its competitors seek to compete primarily through aggressive pricing and very
low cost structures. Apple’s ability to maintain a competitive advantage could be adversely affected if it is
unable to develop and sell innovative new products with attractive margins. The company also faces
substantial competition in the PC market from companies that have significant technical, marketing,
distribution, established hardware, software and digital content supplier relationships. This market has
been dominated by computer makers using competing operating systems, primarily Windows.
Competitors selling Windows-based PCs have cut prices and lowered product margins. Apple’s
performance in this market depends on its ability to continually improve the Mac platform to maintain its
perceived functional and design advantages.
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Company Overview
Top Competitors
TOP COMPETITORS
The following companies are the major competitors of Apple Inc
Acer Incorporated
Alphabet Inc
BlackBerry Ltd
Dell Technologies Inc
Fujitsu Limited
HP Inc.
International Business Machines Corporation
LG Electronics, Inc.
Microsoft Corporation
Samsung Electronics Co., Ltd.
Sony Corporation
Toshiba Corporation
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Company Overview
Company View
COMPANY VIEW
An excerpt from the Management's Discussion and Analysis of Financial Condition and Results of
Operations section is given below. The statement has been taken from the company's 10-K filing for
FY2017.
Overview and Highlights
The Company designs, manufactures and markets mobile communication and media devices and
personal computers, and sells a variety of related software, services, accessories, networking solutions
and third-party digital content and applications. The Company’s products and services include iPhone,
iPad, Mac, Apple Watch, Apple TV, a portfolio of consumer and professional software applications, iOS,
macOS, watchOS and tvOS operating systems, iCloud, Apple Pay and a variety of accessory, service
and support offerings. The Company sells and delivers digital content and applications through the iTunes
Store, App Store, Mac App Store, TV App Store, iBooks Store and Apple Music (collectively “Digital
Content and Services”). The Company sells its products worldwide through its retail stores, online stores
and direct sales force, as well as through third-party cellular network carriers, wholesalers, retailers and
value-added resellers. In addition, the Company sells a variety of third-party Apple-compatible products,
including application software and various accessories through its retail and online stores. The Company
sells to consumers, small and mid-sized businesses and education, enterprise and government
customers.
Fiscal 2017 Highlights
Net sales increased 6% or $13.6 billion during 2017 compared to 2016, primarily driven by growth in
Services, iPhone and Mac. The year-over-year increase in net sales reflected growth in each of the
geographic operating segments, with the exception of Greater China. The weakness in foreign currencies
relative to the U.S. dollar had an unfavorable impact on net sales during 2017 compared to 2016. In May
2017, the Company announced an increase to its capital return program by raising the expected total size
of the program from $250 billion to $300 billion through March 2019. This included increasing its share
repurchase authorization from $175 billion to $210 billion and raising its quarterly dividend from $0.57 to
$0.63 per share beginning in May 2017. During 2017, the Company spent $33.0 billion to repurchase
shares of its common stock and paid dividends and dividend equivalents of $12.8 billion. Additionally, the
Company issued $24.0 billion of U.S. dollar-denominated term debt, €2.5 billion of euro-denominated
term debt and C$2.5 billion of Canadian dollar-denominated term debt during 2017.
Fiscal 2016 Highlights
Net sales declined 8% or $18.1 billion during 2016 compared to 2015, primarily driven by a year-over-
year decrease in iPhone net sales and the effect of weakness in most foreign currencies relative to the
U.S. dollar, partially offset by an increase in Services. In April 2016, the Company announced an increase
to its capital return program by raising the expected total size of the program from $200 billion to $250
billion through March 2018. This included increasing its share repurchase authorization from $140 billion
to $175 billion and raising its quarterly dividend from $0.52 to $0.57 per share beginning in May 2016.
During 2016, the Company spent $29.0 billion to repurchase shares of its common stock and paid
Apple Inc Page 82

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Apple Inc
Company Overview
dividends and dividend equivalents of $12.2 billion. Additionally, the Company issued $23.9 billion of U.S.
dollar-denominated term debt and A$1.4 billion of Australian dollar-denominated term debt during 2016.
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Apple Inc
Company Overview
Locations And Subsidaries
LOCATIONS AND SUBSIDARIES
Head Office
Apple Inc
1 Apple Park Way
CUPERTINO
California
CUPERTINO
California
USA
Phone:1 408 9961010
www.apple.com
Other Locations and Subsidiaries
Akonia Holographics LLC Apple Sydney

2021 Miller Drive Level 2
Longmont 20 Martin Pl
Colorado Sydney
Longmont New South Wales
Colorado Sydney
USA New South Wales
www.akoniaholographics.com AUS
Phone:61 2 84018800
www.apple.com/au
Apple Asia Ltd Apple Canada Inc.
2401 Tower One 120 Bremner Boulevard
Times Square Suite 1600
Causeway Bay Ontario M5J 0A8
HKG CAN
Phone:852 25068888 Phone:1 647 943 4400
Apple Computer Trading (Shanghai) Co., Ltd. Apple Distribution International
Hollyhill Industrial Estate
Hollyhill
Cork
IRL
Apple Inc Apple Inc
Birmingham
Alabama
Birmingham
Alabama
USA
Apple Inc Page 84

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Apple Inc
Company Overview
Apple Inc Apple Inc

Burlingame Calgary
California Alberta
Burlingame Calgary
California Alberta
USA CAN
Apple Inc Apple Inc
Galerie Augsburg Gilbert
Galerie Augsburg Arizona
DEU Gilbert
Arizona
USA
Apple Inc Apple Inc
Huntsville Schaumburg
Alabama Illinois
Huntsville Schaumburg
Alabama Illinois
USA USA
Apple Inc Apple Inc
Anchorage 5th Avenue Mall Lincoln Park
Anchorage Chicago
Alaska Illinois
Anchorage Chicago
Alaska Illinois
USA USA
Apple Inc Apple India Private Limited
University Park Mall 19Th Floor
Mishawaka Concorde Tower C
Indiana Bangalore
Mishawaka Bangalore
Indiana IND
USA
Apple Operations Europe Apple Operations International
Hollyhill Industrial Estate Hollyhill Industrial Estate
Hollyhill Cork
Cork Munster
Munster Cork
Cork Munster
Munster IRL
IRL
Apple Sales International Apple South Asia Pte Ltd
Hollyhill Industrial Estate 7 Ang Mo Kio Street 64
Hollyhill Central North - Amk
Cork Singapore
Munster Singapore
Apple Inc Page 85

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Apple Inc
Company Overview
Cork SGP
Munster Phone:65 6 4815511
IRL Fax:65 6 4811134
Apple UK Ltd AuthenTec, Inc.
Stockley Park East 100 Rialto Place
Uxbridge Suite 100
Middlesex Melbourne
Uxbridge Florida
Middlesex Melbourne
GBR Florida
www.apple.com/uk USA
Phone:1 321 3081300
Fax:1 321 3081430
www.authentec.com
Beats Electronics LLC Beats Music, LLC
2220 Colorado Avenue 555
Santa Monica 19th Street
California San Francisco
Santa Monica California
California San Francisco
USA California
www.beatsbydre.com USA
www.beatsmusic.com/
Beddit.com Oy Braeburn Capital, Inc.
Tekniikantie 21 Reno
Espoo Nevada
Espoo Reno
ALA Nevada
www.beddit.com USA
DeskConnect, Inc. (Workflow) LegbaCore
USA USA
www.legbacore.com
PowerbyProxi Limited SensoMotoric Instruments GmbH
111 Franklin Road Warthestrasse. 21
Freemans Bay Teltow
Auckland Teltow
Auckland DEU
Auckland Phone:49 3328 3955 10
Auckland Fax:49 3328 3955 99
NZL www.smivision.com
Phone:64 9 914 8311
Fax:64 9 914 8315
www.powerbyproxi.com
Apple Inc Page 86

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Apple Inc
Company Overview
Financial Overview
FINANCIAL OVERVIEW
Summarized Statement
*Note: Eliminations not included, all figures in Million except per share data.
Parameters Currency 2013 2014 2015 2016 2017

Income Statements
Total Revenue USD 170,910.00 182,795.00 233,715.00 215,639.00 229,234.00
Gross Profit USD 64,304.00 70,537.00 93,626.00 84,263.00 88,186.00
Operating Income USD 48,999.00 52,503.00 71,230.00 60,024.00 61,344.00
Net Income USD 37,037.00 39,510.00 53,394.00 45,687.00 48,351.00
Diluted Normalized EPS USD 5.68 6.45 9.22 8.31 9.21
Balance Sheet
Total Current Assets USD 73,286.00 68,531.00 89,378.00 106,869.00 128,645.00
Total Assets USD 207,000.00 231,839.00 290,345.00 321,686.00 375,319.00
Total Current Liabilities USD 43,658.00 63,448.00 80,610.00 79,006.00 100,814.00
Total Liabilities USD 83,451.00 120,292.00 170,990.00 193,437.00 241,272.00
Total Equity USD 123,549.00 111,547.00 119,355.00 128,249.00 134,047.00
Total Common Shares USD 6,294.37 5,866.16 5,578.75 5,336.17 5,126.20
Outstanding
Cash Flow
Cash from Operating USD 53,666.00 59,713.00 81,266.00 65,824.00 63,598.00
Activities
Cash from Investing USD -33,774.00 -22,579.00 -56,274.00 -45,977.00 -46,446.00
Activities
Cash from Financing USD -16,379.00 -37,549.00 -17,716.00 -20,483.00 -17,347.00
Activities
Net Change in Cash USD 3,513.00 -415.00 7,276.00 -636.00 -195.00
Detailed Statement
*Note: Eliminations not included, all figures in Million except per share data.
Parameters Currency 2013 2014 2015 2016 2017

Income Statements
Revenue USD 170,910.00 182,795.00 233,715.00 215,639.00 229,234.00
Total Revenue USD 170,910.00 182,795.00 233,715.00 215,639.00 229,234.00
Cost of Revenue, Total USD 106,606.00 112,258.00 140,089.00 131,376.00 141,048.00
Gross Profit USD 64,304.00 70,537.00 93,626.00 84,263.00 88,186.00
Selling/ General/ Admin. USD 10,830.00 11,993.00 14,329.00 14,194.00 15,261.00
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Apple Inc
Company Overview
Expenses, Total
Research & Development USD 4,475.00 6,041.00 8,067.00 10,045.00 11,581.00
Total Operating Expense USD 121,911.00 130,292.00 162,485.00 155,615.00 167,890.00
Operating Income USD 48,999.00 52,503.00 71,230.00 60,024.00 61,344.00
Other, Net USD -24.00 -311.00 -903.00 -1,195.00 -133.00
Net Income Before Taxes USD 50,155.00 53,483.00 72,515.00 61,372.00 64,089.00
Provision for Income Taxes USD 13,118.00 13,973.00 19,121.00 15,685.00 15,738.00
Net Income After Taxes USD 37,037.00 39,510.00 53,394.00 45,687.00 48,351.00
Net Income Before Extra. USD 37,037.00 39,510.00 53,394.00 45,687.00 48,351.00
Items
Net Income USD 37,037.00 39,510.00 53,394.00 45,687.00 48,351.00
Income Available to Com USD 37,037.00 39,510.00 53,394.00 45,687.00 48,351.00
Excl ExtraOrd
Income Available to Com Incl USD 37,037.00 39,510.00 53,394.00 45,687.00 48,351.00
ExtraOrd
Dilution Adjustment USD 0.00 0.00 0.00 0.00 0.00
Diluted Net Income USD 37,037.00 39,510.00 53,394.00 45,687.00 48,351.00
Diluted Weighted Average USD 6,521.50 6,122.66 5,793.07 5,500.28 5,251.69
Shares
Diluted EPS Excluding USD 5.68 6.45 9.22 8.31 9.21
ExtraOrd Items
Diluted Normalized EPS USD 5.68 6.45 9.22 8.31 9.21
DPS - Common Stock USD 1.63 1.81 1.98 2.18 2.40
Primary Issue
Balance Sheet
Cash USD 8,705.00 10,232.00 11,389.00 8,601.00 7,982.00
Cash & Equivalents USD 5,554.00 3,612.00 9,731.00 11,883.00 12,307.00
Short Term Investments USD 26,287.00 11,233.00 20,481.00 46,671.00 53,892.00
Cash and Short Term USD 40,546.00 25,077.00 41,601.00 67,155.00 74,181.00
Investments
Accounts Receivable - USD 13,102.00 17,460.00 16,849.00 15,754.00 17,874.00
Trade, Net
Total Receivables, Net USD 20,641.00 27,219.00 30,343.00 29,299.00 35,673.00
Total Inventory USD 1,764.00 2,111.00 2,349.00 2,132.00 4,855.00
Other Current Assets, Total USD 10,335.00 14,124.00 15,085.00 8,283.00 13,936.00
Total Current Assets USD 73,286.00 68,531.00 89,378.00 106,869.00 128,645.00
Property/ Plant/ Equipment, USD 28,519.00 39,015.00 49,257.00 61,245.00 75,076.00
Total - Gross
Accumulated Depreciation, USD -11,922.00 -18,391.00 -26,786.00 -34,235.00 -41,293.00
Total
Property/ Plant/ Equipment, USD 16,597.00 20,624.00 22,471.00 27,010.00 33,783.00
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Apple Inc
Company Overview
Total - Net
Goodwill, Net USD 1,577.00 4,616.00 5,116.00 5,414.00 5,717.00
Intangibles, Net USD 4,179.00 4,142.00 3,893.00 3,206.00 2,298.00
Long Term Investments USD 106,215.00 130,162.00 164,065.00 170,430.00 194,714.00
Other Long Term Assets, USD 5,146.00 3,764.00 5,422.00 8,757.00 10,162.00
Total
Total Assets USD 207,000.00 231,839.00 290,345.00 321,686.00 375,319.00
Accounts Payable USD 22,367.00 30,196.00 35,490.00 37,294.00 49,049.00
Accrued Expenses USD 4,782.00 7,689.00 24,169.00 20,951.00 25,744.00
Notes Payable/ Short Term USD 0.00 6,308.00 8,499.00 8,105.00 11,977.00
Debt
Current Port. of LT Debt/ USD 0.00 0.00 2,500.00 3,500.00 6,496.00
Capital Leases
Other Current liabilities, Total USD 16,509.00 19,255.00 9,952.00 9,156.00 7,548.00
Total Current Liabilities USD 43,658.00 63,448.00 80,610.00 79,006.00 100,814.00
Long Term Debt USD 16,960.00 28,987.00 53,329.00 75,427.00 97,207.00
Total Long Term Debt USD 16,960.00 28,987.00 53,329.00 75,427.00 97,207.00
Total Debt USD 16,960.00 35,295.00 64,328.00 87,032.00 115,680.00
Deferred Income Tax USD 16,489.00 20,259.00 24,062.00 26,019.00 31,504.00
Other Liabilities, Total USD 6,344.00 7,598.00 12,989.00 12,985.00 11,747.00
Total Liabilities USD 83,451.00 120,292.00 170,990.00 193,437.00 241,272.00
Common Stock, Total USD 19,764.00 23,313.00 27,416.00 31,251.00 35,867.00
Retained Earnings USD 104,256.00 87,152.00 92,284.00 96,364.00 98,330.00
(Accumulated Deficit)
Unrealized Gain (Loss) USD -175.00 1,364.00 772.00 38.00 -124.00
Other Equity, Total USD -296.00 -282.00 -1,117.00 596.00 -26.00
Total Equity USD 123,549.00 111,547.00 119,355.00 128,249.00 134,047.00
Total Liabilities & USD 207,000.00 231,839.00 290,345.00 321,686.00 375,319.00
Shareholders' Equity
Total Common Shares USD 6,294.37 5,866.16 5,578.75 5,336.17 5,126.20
Outstanding
Cash Flow
Net Income/ Starting Line USD 37,037.00 39,510.00 53,394.00 45,687.00 48,351.00
Depreciation/ Depletion USD 6,757.00 7,946.00 11,257.00 10,505.00 10,157.00
Deferred Taxes USD 1,141.00 2,347.00 1,382.00 4,938.00 5,966.00
Non-Cash Items USD 2,253.00 2,863.00 3,586.00 4,210.00 4,674.00
Changes in Working Capital USD 6,478.00 7,047.00 11,647.00 484.00 -5,550.00
Cash from Operating USD 53,666.00 59,713.00 81,266.00 65,824.00 63,598.00
Activities
Capital Expenditures USD -9,076.00 -9,813.00 -11,488.00 -13,548.00 -12,795.00
Other Investing Cash Flow USD -24,698.00 -12,766.00 -44,786.00 -32,429.00 -33,651.00
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Apple Inc
Company Overview
Items, Total
Cash from Investing USD -33,774.00 -22,579.00 -56,274.00 -45,977.00 -46,446.00
Activities
Financing Cash Flow Items USD -381.00 -419.00 -750.00 -1,163.00 -1,247.00
Total Cash Dividends Paid USD -10,564.00 -11,126.00 -11,561.00 -12,150.00 -12,769.00
Issuance (Retirement) of USD -22,330.00 -44,270.00 -34,710.00 -29,227.00 -32,345.00
Stock, Net
Issuance (Retirement) of USD 16,896.00 18,266.00 29,305.00 22,057.00 29,014.00
Debt, Net
Cash from Financing USD -16,379.00 -37,549.00 -17,716.00 -20,483.00 -17,347.00
Activities
Net Change in Cash USD 3,513.00 -415.00 7,276.00 -636.00 -195.00
Cash Interest Paid USD 0.00 339.00 514.00 1,316.00 2,092.00
Cash Taxes Paid USD 9,128.00 10,026.00 13,252.00 10,444.00 11,591.00
Summarized Interim Statement
Income Statements Currency Sep-2017 (13 Dec-2017 (13 Mar-2018 (13 Jun-2018 (13
Weeks) Weeks) Weeks) Weeks)
Total Revenue USD 52,579.00 88,293.00 61,137.00 53,265.00
Gross Profit USD 19,931.00 33,912.00 23,422.00 20,421.00
Operating Income USD 13,120.00 26,274.00 15,894.00 12,612.00
Net Income USD 10,714.00 20,065.00 13,822.00 11,519.00
Diluted Normalized EPS USD 2.07 4.39 2.73 2.34
Balance Sheet Currency Sep-2017 Dec-2017 Mar-2018 Jun-2018
Total Current Assets USD 128,645.00 143,810.00 130,053.00 115,761.00
Total Assets USD 375,319.00 406,794.00 367,502.00 349,197.00
Total Current Liabilities USD 100,814.00 115,788.00 89,320.00 88,548.00
Total Liabilities USD 241,272.00 266,595.00 240,624.00 234,248.00
Total Equity USD 134,047.00 140,199.00 126,878.00 114,949.00
Total Common Shares USD 5,126.20 5,081.65 4,943.28 4,842.92
Outstanding
Cash Flow Currency Sep-2017 (53 Dec-2017 (13 Mar-2018 (26 Jun-2018 (39
Cash from Operating Activities USD 63,598.00 28,293.00 43,423.00 57,911.00
Cash from Investing Activities USD -46,446.00 -13,590.00 15,120.00 19,067.00
Cash from Financing Activities USD -17,347.00 -7,501.00 -33,773.00 -65,296.00
Net Change in Cash USD -195.00 7,202.00 24,770.00 11,682.00
Apple Inc Page 90

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Apple Inc
Company Overview
Detailed Interim Statement
Income Statements Currency Sep-2017 (13 Dec-2017 (13 Mar-2018 (13 Jun-2018 (13
Total Revenue USD 52,579.00 88,293.00 61,137.00 53,265.00
Cost of Revenue, Total USD 32,648.00 54,381.00 37,715.00 32,844.00
Gross Profit USD 19,931.00 33,912.00 23,422.00 20,421.00
Total Operating Expense USD 39,459.00 62,019.00 45,243.00 40,653.00
Operating Income USD 13,120.00 26,274.00 15,894.00 12,612.00
Net Income USD 10,714.00 20,065.00 13,822.00 11,519.00
Diluted Normalized EPS USD 2.07 4.39 2.73 2.34
Revenue USD 52,579.00 88,293.00 61,137.00 53,265.00
Selling/ General/ Admin. USD 3,814.00 4,231.00 4,150.00 4,108.00
Expenses, Total
Research & Development USD 2,997.00 3,407.00 3,378.00 3,701.00
Other, Net USD 95.00 38.00 -439.00 100.00
Net Income Before Taxes USD 13,917.00 27,030.00 16,168.00 13,284.00
Provision for Income Taxes USD 3,203.00 4,365.00 2,346.00 1,765.00
Net Income After Taxes USD 10,714.00 22,665.00 13,822.00 11,519.00
Net Income Before Extra. Items USD 10,714.00 22,665.00 13,822.00 11,519.00
Total Extraordinary Items 0.00 -2,600.00 0.00 0.00
Income Available to Com Excl USD 10,714.00 22,665.00 13,822.00 11,519.00
ExtraOrd
Income Available to Com Incl USD 10,714.00 20,065.00 13,822.00 11,519.00
ExtraOrd
Diluted Net Income USD 10,714.00 20,065.00 13,822.00 11,519.00
Diluted EPS Excluding ExtraOrd USD 2.07 4.39 2.73 2.34
Items
DPS - Common Stock Primary USD 0.63 0.63 0.63 0.73
Issue
Diluted Weighted Average USD 5,183.59 5,157.79 5,068.49 4,926.61
Shares
Balance Sheet Currency Sep-2017 Dec-2017 Mar-2018 Jun-2018
Total Current Assets USD 128,645.00 143,810.00 130,053.00 115,761.00
Total Assets USD 375,319.00 406,794.00 367,502.00 349,197.00
Total Current Liabilities USD 100,814.00 115,788.00 89,320.00 88,548.00
Total Liabilities USD 241,272.00 266,595.00 240,624.00 234,248.00
Total Equity USD 134,047.00 140,199.00 126,878.00 114,949.00
Cash USD 7,982.00 9,529.00 9,934.00 9,973.00
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Apple Inc
Company Overview
Cash & Equivalents USD 12,307.00 17,962.00 35,125.00 21,998.00

Short Term Investments USD 53,892.00 49,662.00 42,881.00 38,999.00
Cash and Short Term USD 74,181.00 77,153.00 87,940.00 70,970.00
Investments
Accounts Receivable - Trade, USD 17,874.00 23,440.00 14,324.00 14,104.00
Net
Total Receivables, Net USD 35,673.00 50,899.00 22,408.00 26,367.00
Total Inventory USD 4,855.00 4,421.00 7,662.00 5,936.00
Other Current Assets, Total USD 13,936.00 11,337.00 12,043.00 12,488.00
Property/ Plant/ Equipment, Total USD 75,076.00 77,110.00 80,502.00 85,368.00
- Gross
Accumulated Depreciation, Total USD -41,293.00 -43,431.00 -45,425.00 -47,251.00
Property/ Plant/ Equipment, Total USD 33,783.00 33,679.00 35,077.00 38,117.00
- Net
Goodwill, Net USD 5,717.00 5,889.00 0.00 0.00
Intangibles, Net USD 2,298.00 2,149.00 0.00 0.00
Long Term Investments USD 194,714.00 207,944.00 179,286.00 172,773.00
Other Long Term Assets, Total USD 10,162.00 13,323.00 23,086.00 22,546.00
Accounts Payable USD 49,049.00 62,985.00 34,311.00 38,489.00
Accrued Expenses USD 25,744.00 26,281.00 26,756.00 25,184.00
Notes Payable/ Short Term Debt USD 11,977.00 11,980.00 11,980.00 11,974.00
Current Port. of LT Debt/ Capital USD 6,496.00 6,498.00 8,498.00 5,498.00
Leases
Other Current liabilities, Total USD 7,548.00 8,044.00 7,775.00 7,403.00
Long Term Debt USD 97,207.00 103,922.00 101,362.00 97,128.00
Total Long Term Debt USD 97,207.00 103,922.00 101,362.00 97,128.00
Total Debt USD 115,680.00 122,400.00 121,840.00 114,600.00
Deferred Income Tax USD 31,504.00 548.00 548.00 398.00
Other Liabilities, Total USD 11,747.00 46,337.00 49,394.00 48,174.00
Common Stock, Total USD 35,867.00 36,447.00 38,044.00 38,624.00
Retained Earnings (Accumulated USD 98,330.00 104,593.00 91,898.00 79,436.00
Deficit)
Unrealized Gain (Loss) USD -124.00 66.00 -139.00 948.00
Other Equity, Total USD -26.00 -907.00 -2,925.00 -4,059.00
Total Liabilities & Shareholders' USD 375,319.00 406,794.00 367,502.00 349,197.00
Equity
Total Common Shares USD 5,126.20 5,081.65 4,943.28 4,842.92
Outstanding
Cash Flow Currency Sep-2017 (53 Dec-2017 (13 Mar-2018 (26 Jun-2018 (39
Cash from Operating Activities USD 63,598.00 28,293.00 43,423.00 57,911.00
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Apple Inc
Company Overview
Cash from Investing Activities USD -46,446.00 -13,590.00 15,120.00 19,067.00

Cash from Financing Activities USD -17,347.00 -7,501.00 -33,773.00 -65,296.00
Net Change in Cash USD -195.00 7,202.00 24,770.00 11,682.00
Net Income/ Starting Line USD 48,351.00 20,065.00 33,887.00 45,406.00
Depreciation/ Depletion USD 10,157.00 2,745.00 5,484.00 8,149.00
Deferred Taxes USD 5,966.00 -33,737.00 -34,235.00 -33,109.00
Non-Cash Items USD 4,674.00 1,285.00 2,493.00 3,585.00
Cash Taxes Paid USD 11,591.00 3,551.00 6,340.00 8,819.00
Cash Interest Paid USD 2,092.00 623.00 1,356.00 2,120.00
Changes in Working Capital USD -5,550.00 37,935.00 35,794.00 33,880.00
Capital Expenditures USD -12,795.00 -2,964.00 -7,005.00 -10,272.00
Other Investing Cash Flow Items, USD -33,651.00 -10,626.00 22,125.00 29,339.00
Total
Financing Cash Flow Items USD -1,247.00 -1,038.00 -1,190.00 -2,267.00
Total Cash Dividends Paid USD -12,769.00 -3,339.00 -6,529.00 -10,182.00
Issuance (Retirement) of Stock, USD -32,345.00 -10,095.00 -32,524.00 -53,306.00
Net
Issuance (Retirement) of Debt, USD 29,014.00 6,971.00 6,470.00 459.00
Net
Capital Market Ratios
Key Ratios October 04,2018

P/E (Price/Earnings) Ratio 18.47
EV/EBITDA (Enterprise Value/Earnings Before Interest, Taxes, 0.00
Depreciation and Amortization)
Enterprise Value/Sales 0.00
Enterprise Value/Operating Profit 0.00
Enterprise Value/Total Assets 0.00
Dividend Yield 1.25
Market Cap 843,643.17
Enterprise Value 0.00
Note: The above ratios are based on

the share price as of October
Apple Inc Page 93

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Apple Inc
Company Overview
04,2018, they are absolute numbers

Annual Ratios
Key Ratios Unit 2013 2014 2015 2016 2017

Currency
Growth Ratios
Sales Growth % 9.20 6.95 27.86 -7.73 6.30
Operating Income Growth % -11.30 7.15 35.67 -15.73 2.20
EBITDA Growth % -11.30 7.15 35.67 -15.73 2.20
Net Income Growth % -11.25 6.68 35.14 -14.43 5.83
EPS Growth % -9.95 13.63 42.83 -9.88 10.84
Working Capital Growth % 55.03 -82.84 72.50 217.78 -0.11
Equity Ratios
EPS (Earnings per Share) USD 5.68 6.45 9.22 8.31 9.21
Dividend per Share USD 1.63 1.81 1.98 2.18 2.40
Dividend Cover Absolute 3.49 3.56 4.65 3.81 3.84
Book Value per Share USD 19.63 19.02 21.39 24.03 26.15
Cash Value per Share USD 0.88 0.62 1.74 2.23 2.40
Profitability Ratios
Gross Margin % 37.62 38.59 40.06 39.08 38.47
Operating Margin % 28.67 28.72 30.48 27.84 26.76
Net Profit Margin % 21.67 21.61 22.85 21.19 21.09
Profit Markup % 60.32 62.83 66.83 64.14 62.52
PBT Margin (Profit Before Tax) % 29.35 29.26 31.03 28.46 27.96
Return on Equity % 29.98 35.42 44.74 35.62 36.07
Return on Capital Employed % 30.00 31.18 33.96 24.73 22.35
Return on Assets % 19.34 18.01 20.45 14.93 13.87
Return on Fixed Assets % 305.78 282.11 330.57 242.61 201.81
Return on Working Capital % 165.38 1,032.91 812.39 215.43 220.42
Cost Ratios
Operating Costs (% of Sales) % 71.33 71.28 69.52 72.16 73.24
Administration Costs (% of Sales) % 6.34 6.56 6.13 6.58 6.66
Liquidity Ratios
Current Ratio Absolute 1.68 1.08 1.11 1.35 1.28
Quick Ratio Absolute 1.64 1.05 1.08 1.33 1.23
Cash Ratio Absolute 0.93 0.40 0.52 0.85 0.74
Leverage Ratios
Debt to Equity Ratio Absolute 0.14 0.32 0.54 0.68 0.86
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Apple Inc
Company Overview
Net Debt to Equity Absolute 0.02 0.19 0.36 0.52 0.71

Debt to Capital Ratio Absolute 0.12 0.24 0.35 0.40 0.46
Efficiency Ratios
Asset Turnover Absolute 0.89 0.83 0.90 0.70 0.66
Fixed Asset Turnover Absolute 10.67 9.82 10.85 8.72 7.54
Inventory Turnover Absolute 83.45 57.94 62.82 58.64 40.37
Current Asset Turnover Absolute 2.61 2.58 2.96 2.20 1.95
Capital Employed Turnover Absolute 1.05 1.09 1.11 0.89 0.84
Working Capital Turnover Absolute 5.77 35.96 26.66 7.74 8.24
Revenue per Employee USD 0.00 0.00 0.00 0.00 1,863,691.06
Net Income per Employee USD 0.00 0.00 0.00 0.00 393,097.56
Capex to Sales % 5.31 5.37 4.92 6.28 5.58
R&D to Sales % 2.62 3.30 3.45 4.66 5.05
Interim Ratios
Key Ratios Currency September December March June Ratio Type

01,2017 01,2017 01,2018 01,2018
EPS (Earnings per USD 2.07 4.39 2.73 2.34 Equity Ratios
Share)
Dividend per Share USD 0.63 0.63 0.63 0.73 Equity Ratios
Book Value per Share USD 26.15 27.59 25.67 23.74 Equity Ratios
Current Ratio Absolute 1.28 1.24 1.46 1.31 Liquidity Ratios
Apple Inc Page 95

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Company Overview ........................................................................................................3

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Head Office Apple Inc

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North and South America

China, Hong Kong and Taiwan

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Revenue decreased due to lower net sales of iPhone.

Revenue growth was due to higher net sales of Services.

Rest of Asia Pacific

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In January, Apple introduced HomePod voice speaker, takes on Google, Amazon.

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In April, Apple opened a new retail store in Shinjuku district, Tokyo.

In February, the company opened a retail store in Vienna, Austria.

In April, Apple launched the new iPhone recycling robot, Daisy.

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In April, the company launched a new (PRODUCT)RED iPhone X Leather Folio.

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In June, the company launched Apple Watch Series 3 in Mena region.

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In August, the company acquired Akonia Holographics LLC.

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In September, the company launched iPhone XR smartphone with advanced feautures.

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December, Rokform introduced fuzion Pro for iPhone X customers.

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In March, Qardio announced the availability of its QardioArm in Apple stores.

In February, the company acquired LegbaCore, a consultancy firm.

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In November, Apple launched iPhone X in 13 more countries.

In November, Apple launched its first redesigned Apple store in Australia.

In November, Apple opened its new store at Domain Northside in Austin.

In October, T-Mobile announced to offer iPhone X smartphone to its customers.

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In May, Apple Pay service available to Mondadori Store customers.

In September, the company launched its iPhone 8 in Singapore.

In September, the company launched its new smartphone iPhone X.

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In November, the company acquired virtual/augmented reality startup, Vrvana.

In October, the company acquired PowerbyProxi, a company specializing in wireless charging

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In August, the company to launch a 4K HDR streaming Apple TV.

In August, Apple released a new version for iPhone 6 in India.

In August, Apple plans to launch a new store in Kyoto, Japan.

In August, Apple introduced a new beta, Beta 5 for iOS 11 Developer.

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In June, the company planned for second European datacentre in Denmark.

In June, the company to open its first store in Taiwan.

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In May, the company opened up a store in Singapore.

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