Apple Inc. - Wikipedia https://en.wikipedia.org/wiki/Apple_Inc.

Apple Inc.
Apple Inc. is an American multinational corporation and
Apple Inc.
technology company headquartered in Cupertino, California, in
Silicon Valley. It is best known for its consumer electronics,
software, and services. Founded in 1976 as Apple Computer
Company by Steve Jobs, Steve Wozniak and Ronald Wayne, the
company was incorporated by Jobs and Wozniak as Apple
Computer, Inc. the following year. It was renamed Apple Inc. in
2007 as the company had expanded its focus from computers to Apple logo used since 1998
consumer electronics. Apple is the largest technology company by
revenue, with US$391.04 billion in the 2024 fiscal year.

The company was founded to produce and market Wozniak's Apple

I personal computer. Its second computer, the Apple II, became a
best seller as one of the first mass-produced microcomputers.
Apple introduced the Lisa in 1983 and the Macintosh in 1984, as
some of the first computers to use a graphical user interface and a
mouse. By 1985, internal company problems led to Jobs leaving to
Apple Park, the company's headquarters, in
form NeXT, Inc., and Wozniak withdrawing to other ventures; John
Cupertino, California, in Silicon Valley
Sculley served as long-time CEO for over a decade. In the 1990s,
Apple lost considerable market share in the personal computer Formerly Apple Computer Company
(1976–1977)
industry to the lower-priced Wintel duopoly of the Microsoft
Windows operating system on Intel-powered PC clones. In 1997, Apple Computer, Inc.
(1977–2007)
Apple was weeks away from bankruptcy. To resolve its failed
operating system strategy, it bought NeXT, effectively bringing Company type Public
Jobs back to the company, who guided Apple back to profitability Traded as Nasdaq: AAPL (https://www.n
over the next decade with the introductions of the iMac, iPod, asdaq.com/market-activity/st
iPhone, and iPad devices to critical acclaim as well as the iTunes ocks/aapl)
Store, launching the "Think different" advertising campaign, and Nasdaq-100 component
opening the Apple Store retail chain. These moves elevated Apple DJIA component
to consistently be one of the world's most valuable brands since S&P 100 component
about 2010. Jobs resigned in 2011 for health reasons, and died two S&P 500 component
months later; he was succeeded as CEO by Tim Cook.
ISIN US0378331005 (https://isin.t
oolforge.org/?language=en&i
Apple's current product lineup includes portable and home
sin=US0378331005)
hardware such as the iPhone, iPad, Apple Watch, Mac, and Apple
Industry Consumer electronics
TV; operating systems such as iOS, iPadOS, and macOS; and
various software and services including Apple Pay, iCloud, and Software services
multimedia streaming services like Apple Music and Apple TV+. Online services
Apple is one of the Big Five American information technology Founded April 1, 1976, in Los Altos,
companies;[a] for the most part since 2011,[b] Apple has been the California
world's largest company by market capitalization, and, as of 2023, Founders Steve Jobs
is the largest manufacturing company by revenue, the fourth- Steve Wozniak
largest personal computer vendor by unit sales, the largest vendor Ronald Wayne
of tablet computers, and the largest vendor of mobile phones in the
Headquarters 1 Apple Park Way,
world. Apple became the first publicly traded U.S. company to be
Cupertino, California, United
valued at over $1 trillion in 2018, and, as of December 2024, is States
valued at just over $3.74 trillion.
Number of 532 Apple Stores (2024)
locations
Apple has received criticism regarding its contractors' labor

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practices, its relationship with trade unions, its environmental Area served Worldwide
practices, and its business ethics, including anti-competitive Key people Tim Cook (CEO)
practices and materials sourcing. Nevertheless, the company has a Arthur Levinson (Chairman)
large following and enjoys a high level of brand loyalty.
Jeff Williams (COO)
Kevan Parekh (CFO)

History Products AirPods · Apple TV · Apple

Watch · iPad · iPhone · Mac
Services App Store · Apple Card ·
Apple Music · Apple Pay ·
1976–1980: Founding and incorporation Apple TV+ · iCloud
Apple Computer Company Revenue US$391.04 billion (FY
was founded on April 1, 1976, 2024)
by Steve Jobs, Steve Wozniak, Operating US$123.22 billion (FY
and Ronald Wayne as a income 2024)
partnership.[8][11] The Net income US$93.74 billion (FY 2024)
company's first product is the US$364.98 billion (FY
Total assets
Apple I, a computer designed 2024)
In 1976, Steve Jobs and Steve
and hand-built entirely by US$56.95 billion (FY 2024)
Total equity
Wozniak co-founded Apple in Jobs's Wozniak.[12] To finance its
Number of 164,000 (FY 2024)
parents' home on Crist Drive in Los creation, Jobs sold his
employees
Altos, California.[8] Wozniak called Volkswagen Bus, and Wozniak
Subsidiaries Apple Studios
the popular belief that the company sold his HP-65 calculator.[13]: 57
was founded in the garage "a bit of Beats Electronics
Neither received the full selling
a myth",[9] although they moved Beddit
price but in total earned $1,300
some operations to the garage when
(equivalent to $7,000 in 2023). Braeburn Capital
the bedroom became too crowded.
[10] Wozniak debuted the first Claris
prototype Apple I at the Globalstar (20%)
Homebrew Computer Club in
ASN 714 (https://bgp.tools/as/714)
July 1976.[14] The Apple I was sold as a motherboard with CPU,
RAM, and basic textual-video chips—a base kit concept which was Website apple.com (https://www.appl
not yet marketed as a complete personal computer.[15] It was priced e.com/)
soon after debut for $666.66 (equivalent to $3,600 in 2023).[16] Footnotes / references
[1][2][3][4]
[17]: 180 Wozniak later said he was unaware of the coincidental mark

of the beast in the number 666, and that he came up with the price
because he liked "repeating digits".[18]

Apple Computer, Inc. was incorporated in Cupertino, California,[1] on

January 3, 1977,[19][20] without Wayne, who had left and sold his share of the
company back to Jobs and Wozniak for $800 only twelve days after having
co-founded it.[21] Multimillionaire Mike Markkula provided essential business
expertise and funding of $250,000 (equivalent to $1,257,000 in 2023) to
Jobs and Wozniak during the incorporation of Apple.[22] During the first five
years of operations, revenues grew exponentially, doubling about every four The Apple I is Apple's first product,
designed by Wozniak and sold as
months. Between September 1977 and September 1980, yearly sales grew
an assembled circuit board without
from $775,000 to US$118 million, an average annual growth rate of 533%.[23]
the required keyboard, monitor,
power supply, and the optional case.
The Apple II, also designed by Wozniak, was introduced on April 16, 1977, at
the first West Coast Computer Faire.[24] It differs from its major rivals, the
TRS-80 and Commodore PET, because of its character cell-based color graphics and open architecture. The Apple
I and early Apple II models use ordinary audio cassette tapes as storage devices, which were superseded by the
51⁄4-inch floppy disk drive and interface called the Disk II in 1978.[25][26]

The Apple II was chosen to be the desktop platform for the first killer application of the business world: VisiCalc,
a spreadsheet program released in 1979.[25] VisiCalc created a business market for the Apple II and gave home
users an additional reason to buy an Apple II: compatibility with the office,[25] but Apple II market share
remained behind home computers made by competitors such as Atari, Commodore, and Tandy.[27][28]

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On December 12, 1980, Apple (ticker symbol "AAPL") went public selling 4.6
million shares at $22 per share ($.10 per share when adjusting for stock splits
as of September 3, 2022),[20] generating over $100 million, which was more
capital than any IPO since Ford Motor Company in 1956.[29] By the end of the
day, around 300 millionaires were created, including Jobs and Wozniak, from
a stock price of $29 per share[30] and a market cap of $1.778 billion.[29][30]

The Apple II, introduced in 1977 and 1980–1990: Success with Macintosh
designed primarily by Wozniak, was In December 1979, Steve Jobs and Apple
the company's first major success.
employees, including Jef Raskin, visited
Xerox PARC, where they observed the
Xerox Alto, featuring a graphical user interface (GUI). Apple subsequently
negotiated access to PARC's technology, leading to Apple's option to buy
shares at a preferential rate. This visit influenced Jobs to implement a GUI in
Apple's products, starting with the Apple Lisa. Despite being pioneering as a
mass-marketed GUI computer, the Lisa suffered from high costs and limited
software options, leading to commercial failure.

Jobs, angered by being pushed off the Lisa team, took over the company's
Macintosh division. Wozniak and Raskin had envisioned the Macintosh as a
low-cost computer with a text-based interface like the Apple II, but a plane
crash in 1981 forced Wozniak to step back from the project. Jobs quickly
redefined the Macintosh as a graphical system that would be cheaper than the
Lisa, undercutting his former division.[31] Jobs was also hostile to the Apple II
division, which at the time, generated most of the company's revenue.[32] Steve Jobs in 1984 with the
Macintosh, the first mass-market
In 1984, Apple launched the Macintosh, the first personal computer without a personal computer to feature an
bundled programming language.[33] Its debut was signified by "1984", a integral graphical user interface and
mouse
US$1.5 million television advertisement directed by Ridley Scott that aired
during the third quarter of Super Bowl XVIII on January 22, 1984.[34] This
was hailed as a watershed event for Apple's success[35] and was called a "masterpiece" by CNN[36] and one of the
greatest TV advertisements of all time by TV Guide.[37]

The advertisement created great interest in Macintosh, and sales were initially good, but began to taper off
dramatically after the first three months as reviews started to come in. Jobs had required 128 kilobytes of RAM,
which limited its speed and software in favor of aspiring for a projected price point of $1,000 (equivalent to
$2,900 in 2023). The Macintosh shipped for $2,495 (equivalent to $7,300 in 2023), a price panned by critics due
to its slow performance.[38]: 195 In early 1985, this sales slump triggered a power struggle between Steve Jobs and
CEO John Sculley, who had been hired away from Pepsi two years earlier by Jobs[39] saying, "Do you want to sell
sugar water for the rest of your life or come with me and change the world?"[40] Sculley removed Jobs as the head
of the Macintosh division, with unanimous support from the Apple board of directors.[41]

The board of directors instructed Sculley to contain Jobs and his ability to launch expensive forays into untested
products. Rather than submit to Sculley's direction, Jobs attempted to oust him from leadership.[42] Jean-Louis
Gassée informed Sculley that Jobs had been attempting to organize a boardroom coup and called an emergency
meeting at which Apple's executive staff sided with Sculley and stripped Jobs of all operational duties.[42] Jobs
resigned from Apple in September 1985 and took several Apple employees with him to found NeXT.[43] Wozniak
had also quit his active employment at Apple earlier in 1985 to pursue other ventures, expressing his frustration
with Apple's treatment of the Apple II division and stating that the company had "been going in the wrong
direction for the last five years".[32][44][45] Wozniak remained employed by Apple as a representative,[44]
receiving a stipend estimated to be $120,000 per year.[17] Jobs and Wozniak remained Apple shareholders
following their departures.[46]

After the departures of Jobs and Wozniak in 1985, Sculley launched the Macintosh 512K that year with quadruple
the RAM, and introduced the LaserWriter, the first reasonably priced PostScript laser printer. PageMaker, an
early desktop publishing application taking advantage of the PostScript language, was also released by Aldus

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Corporation in July 1985.[47] It has been suggested that the combination of Macintosh, LaserWriter, and
PageMaker was responsible for the creation of the desktop publishing market.[48]

This dominant position in the desktop publishing market[49] allowed the company to focus on higher price
points, the so-called "high-right policy" named for the position on a chart of price vs. profits. Newer models
selling at higher price points offered higher profit margin, and appeared to have no effect on total sales as power
users snapped up every increase in speed. Although some worried about pricing themselves out of the market, the
high-right policy was in full force by the mid-1980s, due to Jean-Louis Gassée's slogan of "fifty-five or die",
referring to the 55% profit margins of the Macintosh II.[50]: 79–80

This policy began to backfire late in the decade as desktop publishing programs appeared on IBM PC compatibles
with some of the same functionality of the Macintosh at far lower price points. The company lost its dominant
position in the desktop publishing market and estranged many of its original consumer customer base who could
no longer afford Apple products. The Christmas season of 1989 was the first in the company's history to have
declining sales, which led to a 20% drop in Apple's stock price.[50]: 117–129 During this period, the relationship
between Sculley and Gassée deteriorated, leading Sculley to effectively demote Gassée in January 1990 by
appointing Michael Spindler as the chief operating officer.[51] Gassée left the company later that year to set up a
rival, Be Inc.[52]

1990–1997: Decline and restructuring

The company pivoted strategy and, in October 1990, introduced three lower-
cost models: the Macintosh Classic, the Macintosh LC, and the Macintosh
IIsi, all of which generated significant sales due to pent-up demand.[53] In
1991, Apple introduced the hugely successful PowerBook with a design that
set the current shape for almost all modern laptops. The same year, Apple
introduced System 7, a major upgrade to the Macintosh operating system,
adding color to the interface and introducing new networking capabilities.

The success of the lower-cost Macs and PowerBook brought increasing

Macintosh LC II
revenue.[54] For some time, Apple was doing very well, introducing fresh new
products at increasing profits. The magazine MacAddict named the period
between 1989 and 1991 as the "first golden age" of the Macintosh.[55]

The success of lower-cost consumer Macs, especially the LC, cannibalized

higher-priced machines. To address this, management introduced several
new brands, selling largely identical machines at different price points, for
different markets: the high-end Quadra series, the mid-range Centris series,
and the consumer-marketed Performa series. This led to significant consumer
confusion between so many models.[57]

In 1993, the Apple II series was discontinued. It was expensive to produce, The PenLite is Apple's first tablet
and the company decided it was still absorbing sales from lower-cost computer prototype, created in 1992
Macintosh models. After the launch of the LC, Apple encouraged developers to bring the Mac OS to a tablet. It
to create applications for Macintosh rather than Apple II, and authorized was canceled in favor of the
Newton.[56]
salespersons to redirect consumers from Apple II and toward Macintosh.[58]
The Apple IIe was discontinued in 1993.[59]

Apple experimented with several other unsuccessful consumer targeted products during the 1990s, including
QuickTake digital cameras, PowerCD portable CD audio players, speakers, the Pippin video game console, the
eWorld online service, and Apple Interactive Television Box. Enormous resources were invested in the
problematic Newton tablet division, based on John Sculley's unrealistic market forecasts.[60]

Throughout this period, Microsoft continued to gain market share with Windows by focusing on delivering
software to inexpensive personal computers, while Apple was delivering a richly engineered but expensive
experience.[61] Apple relied on high profit margins and never developed a clear response; it sued Microsoft for
making a GUI similar to the Lisa in Apple Computer, Inc. v. Microsoft Corp.[62] The lawsuit dragged on for years
and was finally dismissed. The major product flops and the rapid loss of market share to Windows sullied Apple's

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reputation, and in 1993 Sculley was replaced as CEO by Michael Spindler.[63]

Under Spindler, Apple, IBM, and Motorola formed the AIM alliance in 1994
to create a new computing platform (the PowerPC Reference Platform or
PReP), with IBM and Motorola hardware coupled with Apple software. The
AIM alliance hoped that PReP's performance and Apple's software would
leave the PC far behind and thus counter the dominance of Windows. That
The Power Macintosh 6100, year, Apple introduced the Power Macintosh, the first of many computers
introduced in 1994, was Apple's first with Motorola's PowerPC processor.[64]
new home computer model after the
switch to PowerPC processors. In the wake of the alliance, Apple opened up to the idea of allowing Motorola
and other companies to build Macintosh clones. Over the next two years, 75
distinct Macintosh clone models were introduced. However, by 1996, Apple
executives were worried that the clones were cannibalizing sales of its own high-end computers, where profit
margins were highest.[65]

In 1996, Spindler was replaced as CEO by Gil Amelio, who was hired for his reputation as a corporate
rehabilitator. Amelio made deep changes, including extensive layoffs and cost-cutting.[66]

This period was also marked by numerous failed attempts to modernize the Macintosh operating system
(MacOS). The original Macintosh operating system (System 1) was not built for multitasking (running several
applications at once). The company attempted to correct this by introducing cooperative multitasking in System
5, but still decided it needed a more modern approach.[67] This led to the Pink project in 1988, A/UX that same
year, Copland in 1994, and evaluated the purchase of BeOS in 1996. Talks with Be stalled when the CEO, former
Apple executive Jean-Louis Gassée, demanded $300 million in contrast to Apple's $125 million offer.[68] Only
weeks away from bankruptcy,[69] Apple's board preferred NeXTSTEP and purchased NeXT in late 1996 for
$400 million, retaining Steve Jobs.[70]

1997–2007: Return to profitability

The NeXT acquisition was finalized on February 9, 1997,[71] and the board brought Jobs back to Apple as an
advisor. On July 9, 1997, Jobs staged a boardroom coup that resulted in Amelio's resignation after overseeing a
three-year record-low stock price and crippling financial losses. The board named Jobs as interim CEO and he
immediately reviewed the product lineup. Jobs canceled 70% of models, ending 3,000 jobs and paring to the core
of its computer offerings.[72]

The next month, in August 1997, Steve Jobs convinced Microsoft to make a $150 million investment in Apple and
a commitment to continue developing Mac software.[73] This was seen as an "antitrust insurance policy" for
Microsoft which had recently settled with the Department of Justice over anti-competitive practices in the United
States v. Microsoft Corp. case.[74] Around then, Jobs donated Apple's internal library and archives to Stanford
University, to focus more on the present and the future rather than the past.[75][76] He ended the Mac clone deals
and in September 1997, purchased the largest clone maker, Power Computing.[77] On November 10, 1997, the
Apple Store website launched, which was tied to a new build-to-order manufacturing model similar to PC
manufacturer Dell's success.[78] The moves paid off for Jobs; at the end of his first year as CEO, the company had
a $309 million profit.[72]

On May 6, 1998, Apple introduced a new all-in-one computer reminiscent of the original Macintosh: the iMac.
The iMac was a huge success, with 800,000 units sold in its first five months,[79] and ushered in major shifts in
the industry by abandoning legacy technologies like the 31⁄2-inch diskette, being an early adopter of the USB
connector, and coming pre-installed with Internet connectivity (the "i" in iMac)[80] via Ethernet and a dial-up
modem. Its striking teardrop shape and translucent materials were designed by Jonathan Ive, who had been
hired by Amelio, and who collaborated with Jobs for more than a decade to reshape Apple's product design.[81]
[82]

A little more than a year later on July 21, 1999, Apple introduced the iBook consumer laptop. It culminated Jobs's
strategy to produce only four products: refined versions of the Power Macintosh G3 desktop and PowerBook G3
laptop for professionals, and the iMac desktop and iBook laptop for consumers. Jobs said the small product line
allowed for a greater focus on quality and innovation.[83]

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Around then, Apple also completed numerous acquisitions to create a

portfolio of digital media production software for both professionals and
consumers. Apple acquired Macromedia's Key Grip digital video editing
software project which was launched as Final Cut Pro in April 1999.[84]
Key Grip's development also led to Apple's release of the consumer video-
editing product iMovie in October 1999.[85] Apple acquired the German
company Astarte in April 2000, which had developed the DVD authoring iMac iBook
software DVDirector, which Apple repackaged as the professional-oriented
DVD Studio Pro, and reused its technology to create iDVD for the
consumer market.[85] In 2000, Apple purchased the SoundJam MP audio
player software from Casady & Greene. Apple renamed the program
iTunes, and simplified the user interface and added CD burning.[86]
Power Macintosh G3 PowerBook G3
In 2001, Apple changed course with three announcements. First, on March
24, 2001, Apple announced the release of a new modern operating system,
Mac OS X. This was after numerous failed attempts in the early 1990s, and several years of development. Mac OS
X is based on NeXTSTEP, OpenStep, and BSD Unix, to combine the stability, reliability, and security of Unix with
the ease of use of an overhauled user interface. Second, in May 2001, the first two Apple Store retail locations
opened in Virginia and California, offering an improved presentation of the company's products.[87][88][89] At the
time, many speculated that the stores would fail, but they became highly successful, and the first of more than
500 stores around the world.[90][91] Third, on October 23, 2001, the iPod portable digital audio player debuted.
The product was first sold on November 10, 2001, and was extremely successful, with over 100 million units sold
within six years.[92]

In 2003, the iTunes Store was introduced with music downloads for 99¢ a
song and iPod integration. It quickly became the market leader in online
music services, with over 5 billion downloads by June 19, 2008.[93] Two years
later, the iTunes Store was the world's largest music retailer.[94]

In 2002, Apple purchased Nothing Real for its advanced digital compositing
application Shake,[95] and Emagic for the music productivity application
The iTunes Store was highly
Logic. The purchase of Emagic made Apple the first computer manufacturer successful in shaping the legal
to own a music software company. The acquisition was followed by the music downloading industry; chart
development of Apple's consumer-level GarageBand application.[96] The shows the number of songs sold
release of iPhoto that year completed the iLife suite.[97] from 2003 to 2010.

At the Worldwide Developers Conference

keynote address on June 6, 2005, Jobs announced that Apple would move
away from PowerPC processors, and the Mac would transition to Intel
processors in 2006.[98] On January 10, 2006, the new MacBook Pro and iMac
became the first Apple computers to use Intel's Core Duo CPU. By August 7,
2006, Apple made the transition to Intel chips for the entire Mac product line
—over one year sooner than announced.[98] The Power Mac, iBook, and
PowerBook brands were retired during the transition; the Mac Pro, MacBook,
and MacBook Pro became their respective successors.[99] Apple also
The MacBook Pro is Apple's first introduced Boot Camp in 2006 to help users install Windows XP or Windows
laptop with an Intel microprocessor, Vista on their Intel Macs alongside Mac OS X.[100]
introduced in 2006.
Apple's success during this period was evident in its stock price. Between
early 2003 and 2006, the price of Apple's stock increased more than tenfold,
from around $6 per share (split-adjusted) to over $80.[101] When Apple surpassed Dell's market cap in January
2006,[102] Jobs sent an email to Apple employees saying Dell's CEO Michael Dell should eat his words.[103] Nine
years prior, Dell had said that if he ran Apple he would "shut it down and give the money back to the
shareholders".[104]

2007–2011: Success with mobile devices

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During his keynote speech at the Macworld Expo on January 9, 2007, Jobs
announced the renaming of Apple Computer, Inc. to Apple Inc., because the
company had broadened its focus from computers to consumer electronics.
[105] This event also saw the announcement of the iPhone[106] and the Apple

TV.[107] The company sold 270,000 first-generation iPhones during the first
30 hours of sales,[108] and the device was called "a game changer for the
industry".[109]

In an article posted on Apple's website on February 6, 2007, Jobs wrote that

The newly announced first-
Apple would be willing to sell music on the iTunes Store without digital rights
generation iPhone was on display at
management, thereby allowing tracks to be played on third-party players if the 2007 MacWorld Expo.
record labels would agree to drop the technology.[110] On April 2, 2007, Apple
and EMI jointly announced the removal of DRM technology from EMI's
catalog in the iTunes Store, effective in May 2007.[111] Other record labels eventually followed suit and Apple
published a press release in January 2009 to announce that all songs on the iTunes Store are available without
their FairPlay DRM.[112]

In July 2008, Apple launched the App Store to sell third-party applications for the iPhone and iPod Touch.[113]
Within a month, the store sold 60 million applications and registered an average daily revenue of $1 million, with
Jobs speculating in August 2008 that the App Store could become a billion-dollar business for Apple.[114] By
October 2008, Apple was the third-largest mobile handset supplier in the world due to the popularity of the
iPhone.[115]

On January 14, 2009, Jobs announced in an internal memo that he would be

taking a six-month medical leave of absence from Apple until the end of June
2009 and would spend the time focusing on his health. In the email, Jobs
stated that "the curiosity over my personal health continues to be a
distraction not only for me and my family, but everyone else at Apple as well",
and explained that the break would allow the company "to focus on delivering
extraordinary products".[116] Though Jobs was absent, Apple recorded its best
non-holiday quarter (Q1 FY 2009) during the recession, with revenue of
$8.16 billion and profit of $1.21 billion.[117]

After years of speculation and multiple rumored "leaks", Apple unveiled a

large screen, tablet-like media device known as the iPad on January 27, 2010.
The iPad ran the same touch-based operating system as the iPhone, and all
iPhone apps were compatible with the iPad. This gave the iPad a large app
catalog on launch, though having very little development time before the
release. Later that year on April 3, 2010, the iPad was launched in the U.S. It
sold more than 300,000 units on its first day, and 500,000 by the end of the A docked iPod Classic; Apple
first week.[118] In May 2010, Apple's market cap exceeded that of competitor worked with other manufacturers to
Microsoft for the first time since 1989.[119] implement purpose-built "Made for
iPod" docking stations.
In June 2010, Apple released the iPhone 4,[120] which introduced video
calling using FaceTime, multitasking, and a new design with an exposed
stainless steel frame as the phone's antenna system. Later that year, Apple again refreshed the iPod line by
introducing a multi-touch iPod Nano, an iPod Touch with FaceTime, and an iPod Shuffle that brought back the
clickwheel buttons of earlier generations.[121] It also introduced the smaller, cheaper second-generation Apple TV
which allowed the rental of movies and shows.[122]

On January 17, 2011, Jobs announced in an internal Apple memo that he would take another medical leave of
absence for an indefinite period to allow him to focus on his health. Chief operating officer Tim Cook assumed
Jobs's day-to-day operations at Apple, although Jobs would still remain "involved in major strategic decisions".
[123] Apple became the most valuable consumer-facing brand in the world.[124] In June 2011, Jobs surprisingly

took the stage and unveiled iCloud, an online storage and syncing service for music, photos, files, and software
which replaced MobileMe, Apple's previous attempt at content syncing.[125] This would be the last product launch
Jobs would attend before his death.

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On August 24, 2011, Jobs resigned his position as CEO of Apple.[126] He was replaced by Cook and Jobs became
Apple's chairman. Apple did not have a chairman at the time[127] and instead had two co-lead directors—Andrea
Jung and Arthur D. Levinson[128]—who continued with those titles until Levinson replaced Jobs as chairman of
the board in November after Jobs's death.[129]

2011–present: Post-Jobs era, Tim Cook

On October 5, 2011, Steve Jobs died, marking the end of an era for Apple.[130] The next major product
announcement by Apple was on January 19, 2012, when Apple's Phil Schiller introduced iBooks Textbooks for
iOS and iBook Author for Mac OS X in New York City.[131] Jobs stated in the biography Steve Jobs that he wanted
to reinvent the textbook industry and education.[132]

From 2011 to 2012, Apple released the iPhone 4s[133] and iPhone 5,[134] which featured improved cameras, an
intelligent software assistant named Siri, and cloud-synced data with iCloud; the third- and fourth-generation
iPads, which featured Retina displays;[135][136] and the iPad Mini, which featured a 7.9-inch screen in contrast to
the iPad's 9.7-inch screen.[137] These launches were successful, with the iPhone 5 (released September 21, 2012)
becoming Apple's biggest iPhone launch with over two million pre-orders[138] and sales of three million iPads in
three days following the launch of the iPad Mini and fourth-generation iPad (released November 3, 2012).[139]
Apple also released a third-generation 13-inch MacBook Pro with a Retina display and new iMac and Mac Mini
computers.[136][137][140]

On August 20, 2012, Apple's rising stock price increased the company's market capitalization to a then-record
$624 billion. This beat the non-inflation-adjusted record for market capitalization previously set by Microsoft in
1999.[141] On August 24, 2012, a US jury ruled that Samsung should pay Apple $1.05 billion (£665m) in damages
in an intellectual property lawsuit.[142] Samsung appealed the damages award, which was reduced by
$450 million[143] and further granted Samsung's request for a new trial.[143] On November 10, 2012, Apple
confirmed a global settlement that dismissed all existing lawsuits between Apple and HTC up to that date, in
favor of a ten-year license agreement for current and future patents between the two companies.[144] It is
predicted that Apple will make US$280 million per year from this deal with HTC.[145]

In May 2014, Apple confirmed its intent to acquire Dr. Dre and Jimmy Iovine's audio company Beats Electronics
—producer of the "Beats by Dr. Dre" line of headphones and speaker products, and operator of the music
streaming service Beats Music—for US$3 billion, and to sell their products through Apple's retail outlets and
resellers. Iovine believed that Beats had always "belonged" with Apple, as the company modeled itself after
Apple's "unmatched ability to marry culture and technology". The acquisition was the largest purchase in Apple's
history.[146]

During a press event on September 9, 2014, Apple introduced a smartwatch

called the Apple Watch.[147] Initially, Apple marketed the device as a fashion
accessory[148] and a complement to the iPhone, that would allow people to
look at their smartphones less.[149] Over time, the company has focused on
developing health and fitness-oriented features on the watch, in an effort to
compete with dedicated activity trackers. In January 2016, Apple announced
that over one billion Apple devices were in active use worldwide.[150]

On June 6, 2016, Fortune released Fortune 500, its list of companies ranked
on revenue generation. In the trailing fiscal year of 2015, Apple was listed as
the top tech company.[151] It ranked third, overall, with US$233 billion in
revenue.[151] This represents a movement upward of two spots from the First-generation Apple Watch (2015)
previous year's list.[151]

In June 2017, Apple announced the HomePod, its smart speaker aimed to compete against Sonos, Google Home,
and Amazon Echo.[152] Toward the end of the year, TechCrunch reported that Apple was acquiring Shazam, a
company that introduced its products at WWDC and specializing in music, TV, film and advertising recognition.
[153] The acquisition was confirmed a few days later, reportedly costing Apple US$400 million, with media

reports that the purchase looked like a move to acquire data and tools bolstering the Apple Music streaming
service.[154] The purchase was approved by the European Union in September 2018.[155]

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Also in June 2017, Apple appointed Jamie Erlicht and Zack Van Amburg to head the newly formed worldwide
video unit. In November 2017, Apple announced it was branching out into original scripted programming: a
drama series starring Jennifer Aniston and Reese Witherspoon, and a reboot of the anthology series Amazing
Stories with Steven Spielberg.[156] In June 2018, Apple signed the Writers Guild of America's minimum basic
agreement and Oprah Winfrey to a multi-year content partnership.[157] Additional partnerships for original series
include Sesame Workshop and DHX Media and its subsidiary Peanuts Worldwide, and a partnership with A24 to
create original films.[158]

During the Apple Special Event in September 2017, the AirPower wireless charger was announced alongside the
iPhone X, iPhone 8, and Watch Series 3. The AirPower was intended to wirelessly charge multiple devices,
simultaneously. Though initially set to release in early 2018, the AirPower would be canceled in March 2019,
marking the first cancellation of a device under Cook's leadership.[159] On August 19, 2020, Apple's share price
briefly topped $467.77, making it the first US company with a market capitalization of US$2 trillion.[160]

During its annual WWDC keynote speech on June 22, 2020, Apple
announced it would move away from Intel processors, and the Mac would
transition to processors developed in-house.[161] The announcement was
expected by industry analysts, and it has been noted that Macs featuring
Apple's processors would allow for big increases in performance over current
Intel-based models.[162] On November 10, 2020, the MacBook Air, MacBook
Pro, and the Mac Mini became the first Macs powered by an Apple-designed
processor, the Apple M1.[163]

In April 2022, it was reported that Samsung Electro-Mechanics would be

collaborating with Apple on its M2 chip instead of LG Innotek.[164] Developer
MacBook Air M1 (2020), Apple's first logs showed that at least nine Mac models with four different M2 chips were
notebook computer following the being tested.[165]
switch from Intel x86 to ARM
processors The Wall Street Journal reported that Apple's effort to develop its own chips
left it better prepared to deal with the semiconductor shortage that emerged
during the COVID-19 pandemic, which led to increased profitability, with
sales of M1-based Mac computers rising sharply in 2020 and 2021. It also inspired other companies like Tesla,
Amazon, and Meta Platforms to pursue a similar path.[166]

In April 2022, Apple opened an online store that allowed anyone in the U.S. to view repair manuals and order
replacement parts for specific recent iPhones, although the difference in cost between this method and official
repair is anticipated to be minimal.[167]

In May 2022, a trademark was filed for RealityOS, an operating system reportedly intended for virtual and
augmented reality headsets, first mentioned in 2017. According to Bloomberg, the headset may come out in 2023.
[168] Further insider reports state that the device uses iris scanning for payment confirmation and signing into

accounts.[169]

On June 18, 2022, the Apple Store in Towson, Maryland, became the first to unionize in the U.S., with the
employees voting to join the International Association of Machinists and Aerospace Workers.[170]

On July 7, 2022, Apple added Lockdown Mode to macOS 13 and iOS 16, as a response to the earlier Pegasus
revelations; the mode increases security protections for high-risk users against targeted zero-day malware.[171]

Apple launched a buy now, pay later service called 'Apple Pay Later' for its Apple Wallet users in March 2023. The
program allows its users to apply for loans between $50 and $1,000 to make online or in-app purchases and then
repaying them through four installments spread over six weeks without any interest or fees.[172][173]

In November 2023, Apple agreed to a $25 million settlement in a U.S. Department of Justice case that alleged
Apple was discriminating against U.S. citizens in hiring. Apple created jobs that were not listed online and
required paper submission to apply for, while advertising these jobs to foreign workers as part of recruitment for
PERM.[174]

In January 2024, Apple announced compliance with the European Union's competition law, with major changes

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to the App Store and other services, effective on March 7. This enables iOS users in the 27-nation bloc to use
alternative app stores, and alternative payment methods within apps. This adds a menu in Safari for downloading
alternative browsers, such as Chrome or Firefox.[175]

In June 2024, Apple introduced Apple Intelligence to incorporate on-device artificial intelligence capabilities.[176]

On November 1, 2024, Apple announced its acquisition of Pixelmator, a company known for its image editing
applications for iPhone and Mac. Apple had previously showcased Pixelmator's apps during its product launches,
including naming Pixelmator Pro its Mac App of the Year in 2018 for its innovative use of machine learning and
AI. In the announcement, Pixelmator stated that there would be no significant changes to its existing apps
following the acquisition.[177]

On December 31, 2024, a preliminary settlement was filed in the Oakland, California federal court that accused
Apple of unlawfully recording private conversations through unintentional Siri activations and shared them with
third parties, including advertisers. Apple agreed to a $95 million cash settlement to resolve this lawsuit in which
its Siri assistant violated user privacy. While denying any wrongdoing, Apple settled the case, allowing affected
users to potentially claim up to $20 per device. Attorneys sought $28.5 million in fees from the settlement fund.
[178]

Products
Since the company's founding and into the early 2000s, Apple primarily sold computers, which are marketed as
Macintosh since the mid-1980s. Since then, the company has expanded its product categories to include various
portable devices, starting with the now discontinued iPod (2001), and later with the iPhone (2007) and iPad
(2010). Apple also sells several other products that it categorizes as "Wearables, Home and Accessories", such as
the Apple Watch, Apple TV, AirPods, HomePod, and Apple Vision Pro.

Apple devices have been praised for creating a cohesive ecosystem when used in conjunction with other Apple
products,[179] though have received criticism for not functioning as well or with as many features when used with
competitive devices and instead often relying on Apple's proprietary features, software, and services to work as
intended by Apple, an approach often described as "walled garden".[180] As of 2023, there are over 2 billion Apple
devices in active use worldwide.[181]

Mac
Mac, which is short for Macintosh—its official name until 1999—is Apple's
line of personal computers that use the company's proprietary macOS
operating system. Personal computers were Apple's original business line,
but as of the end of 2024 they account for only about eight percent of the
company's revenue.[1]

There are six Mac computer families in production: MacBook Air with iMac with M1 chip
M2 chip
▪ iMac: Consumer all-in-one desktop computer, introduced in 1998.
▪ Mac Mini: Consumer sub-desktop computer, introduced in 2005.
▪ MacBook Pro: Professional notebook, introduced in 2006.
▪ Mac Pro: Professional workstation, introduced in 2006.
▪ MacBook Air: Consumer ultra-thin notebook, introduced in 2008.
▪ Mac Studio: Professional small form-factor workstation, introduced in 2022.
Often described as a walled garden, Macs use Apple silicon chips, run the macOS operating system, and include
Apple software like the Safari web browser, iMovie for home movie editing, GarageBand for music creation, and
the iWork productivity suite. Apple also sells pro apps: Final Cut Pro for video production, Logic Pro for
musicians and producers, and Xcode for software developers. Apple also sells a variety of accessories for Macs,
including the Pro Display XDR, Apple Studio Display, Magic Mouse, Magic Trackpad, and Magic Keyboard.

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iPhone
The iPhone is Apple's line of smartphones, which run the iOS operating
system. The first iPhone was unveiled by Steve Jobs on January 9, 2007.
Since then, new iPhone models have been released every year. When it was
introduced, its multi-touch screen was described as "revolutionary" and a
"game-changer" for the mobile phone industry. The device has been credited
with creating the app economy.

iOS is one of the two major smartphone platforms in the world, alongside
Android. The iPhone has generated large profits for the company, and is
iPhone 15 (left) and iPhone 15 Pro
credited with helping to make Apple one of the world's most valuable publicly (right)
traded companies.[182] As of the end of 2024, the iPhone accounts for nearly
half of the company's revenue.[1]

iPad
The iPad is Apple's line of tablets which run iPadOS. The first-generation iPad was announced on January 27,
2010. The iPad is mainly marketed for consuming multimedia, creating art, working on documents,
videoconferencing, and playing games. The iPad lineup consists of several base iPad models, and the smaller iPad
Mini, upgraded iPad Air, and high-end iPad Pro. Apple has consistently improved the iPad's performance, with
the iPad Pro adopting the same M1 and M2 chips as the Mac; but the iPad still receives criticism for its limited
OS.[183][184]

As of September 2020, Apple has sold more than 500 million iPads, though sales peaked in 2013.[185] The iPad
still remains the most popular tablet computer by sales as of the second quarter of 2020,[186] and accounted for
seven percent of the company's revenue as of the end of 2024.[1] Apple sells several iPad accessories, including
the Apple Pencil, Smart Keyboard, Smart Keyboard Folio, Magic Keyboard, and several adapters.

Other products
Apple makes several other products that it categorizes as "Wearables,
Home and Accessories".[187] These products include the AirPods line of
wireless headphones, Apple TV digital media players, Apple Watch
smartwatches, Beats headphones, HomePod smart speakers, and the
Vision Pro mixed reality headset. As of the end of 2024, this broad line of
products comprises about ten percent of the company's revenues.[1] AirPods Max Apple Watch
Ultra

Services
Apple offers a broad line of services, including advertising in the App Store and Apple News app, the AppleCare+
extended warranty plan, the iCloud+ cloud-based data storage service, payment services through the Apple Card
credit card and the Apple Pay processing platform, digital content services including Apple Books, Apple
Fitness+, Apple Music, Apple News+, Apple TV+, and the iTunes Store. As of the end of 2024, services comprise
about 26% of the company's revenue.[1] In 2019, Apple announced it would be making a concerted effort to
expand its service revenues.[188]

Marketing

Branding
According to Steve Jobs, the company's name was inspired by his visit to an apple farm while on a fruitarian diet.
[190] Apple's first logo, designed by Ron Wayne, depicts Sir Isaac Newton sitting under an apple tree. It was

almost immediately replaced by Rob Janoff's "rainbow Apple", the now-familiar rainbow-colored silhouette of an
apple with a bite taken out of it.[191] This logo has been erroneously referred to as a tribute to Alan Turing, with
the bite mark a reference to his method of suicide.[192]

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On August 27, 1999,[193] Apple officially dropped the rainbow scheme and began to
use monochromatic logos nearly identical in shape to the previous rainbow
incarnation. An Aqua-themed version of the monochrome logo was used from 1998
until 2003, and a glass-themed version was used from 2007 until 2013.[194]

Apple evangelists were actively engaged by the company at one time, but this was
after the phenomenon had already been firmly established. Apple evangelist Guy
Kawasaki has called the brand fanaticism "something that was stumbled upon",[195]
while Ive claimed in 2014 that "people have an incredibly personal relationship" with
Apple's products.[81]
The first official logo of
Fortune magazine named Apple the most admired company in the United States in Apple Inc. was used from
2008, and in the world from 2008 to 2012.[196] On September 30, 2013, Apple 1977 to 1998.[189]
surpassed Coca-Cola to become the world's most valuable brand in the Omnicom
Group's "Best Global Brands" report.[197] Boston Consulting Group has ranked Apple
as the world's most innovative brand every year as of 2005.[198] As of January 2021, 1.65 billion Apple products
were in active use.[199][200] In February 2023, that number exceeded 2 billion devices.[201][202] In 2023, the
World Intellectual Property Organization (WIPO)'s Madrid Yearly Review ranked Apple Inc.'s number of marks
applications filled under the Madrid System as 10th in the world, with 74 trademarks applications submitted
during 2023.[203]

Apple has been ranked #3 company in the world in the Fortune 500 list for the year 2024.[204]

Advertising
Apple's first slogan, "Byte into an Apple", was coined in the late 1970s.[205] From 1997 to 2002, the slogan "Think
different" was used in advertising campaigns, and is still closely associated with Apple.[206] Apple also has
slogans for specific product lines—for example, "iThink, therefore iMac" was used in 1998 to promote the iMac,
[207] and "Say hello to iPhone" has been used in iPhone advertisements.[208] "Hello" was also used to introduce

the original Macintosh, Newton, iMac ("hello (again)"), and iPod.[209]

From the introduction of the Macintosh in 1984, with the 1984 Super Bowl advertisement to the more modern
Get a Mac adverts, Apple has been recognized for its efforts toward effective advertising and marketing for its
products. However, claims made by later campaigns were criticized,[210] particularly the 2005 Power Mac ads.
[211] Apple's product advertisements gained significant attention as a result of their eye-popping graphics and

catchy tunes.[212] Musicians who benefited from an improved profile as a result of their songs being included on
Apple advertisements include Canadian singer Feist with the song "1234" and Yael Naïm with the song "New
Soul".[212]

Stores
The first Apple Stores were originally opened as two locations in May 2001 by
then-CEO Steve Jobs,[88] after years of attempting but failing store-within-a-
store concepts.[89] Seeing a need for improved retail presentation of the
company's products, he began an effort in 1997 to revamp the retail program
to get an improved relationship to consumers, and hired Ron Johnson in
2000.[89] Jobs relaunched Apple's online store in 1997,[213] and opened the
first two physical stores in 2001.[88] The media initially speculated that Apple
would fail,[90] but its stores were highly successful, bypassing the sales
numbers of competing nearby stores, and within three years reached US$1 Apple Fifth Avenue is the flagship
billion in annual sales, becoming the fastest retailer in history to do so.[90] store in New York City.

Over the years, Apple has expanded the number of retail locations and its
geographical coverage, with 499 stores across 22 countries worldwide as of December 2017.[91] Strong product
sales have placed Apple among the top-tier retail stores, with sales over $16 billion globally in 2011.[214] Apple
Stores underwent a period of significant redesign, beginning in May 2016. This redesign included physical
changes to the Apple Stores, such as open spaces and re-branded rooms, and changes in function to facilitate

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interaction between consumers and professionals.[215]

Many Apple Stores are located inside shopping malls, but Apple has built
several stand-alone "flagship" stores in high-profile locations.[89] It has been
granted design patents and received architectural awards for its stores'
designs and construction, specifically for its use of glass staircases and cubes.
[216] The success of Apple Stores have had significant influence over other

consumer electronics retailers, who have lost traffic, control and profits due to
a perceived higher quality of service and products at Apple Stores.[217] Due to Customers visit the Genius Bar at
the popularity of the brand, Apple receives a large number of job applications, Apple's Regent Street store in 2006.
many of which come from young workers.[214] Although Apple Store
employees receive above-average pay, are offered money toward education
and health care, and receive product discounts,[214] there are limited or no paths of career advancement.[214]

Market power
On March 16, 2020, France fined Apple €1.1 billion for colluding with two wholesalers to stifle competition and
keep prices high by handicapping independent resellers. The arrangement created aligned prices for Apple
products such as iPads and personal computers for about half the French retail market. According to the French
regulators, the abuses occurred between 2005 and 2017 but were first discovered after a complaint by an
independent reseller, eBizcuss, in 2012.[218]

On August 13, 2020, Epic Games, the maker of the popular game Fortnite, sued both Apple and Google after
Fortnite was removed from Apple's and Google's app stores. The lawsuits came after Apple and Google blocked
the game after it introduced a direct payment system that bypassed the fees that Apple and Google had imposed.
[219] In September 2020, Epic Games founded the Coalition for App Fairness together with thirteen other

companies, which aims for better conditions for the inclusion of apps in the app stores.[220] Later, in December
2020, Facebook agreed to assist Epic in their legal game against Apple, planning to support the company by
providing materials and documents to Epic. Facebook had, however, stated that the company would not
participate directly with the lawsuit, although did commit to helping with the discovery of evidence relating to the
trial of 2021. In the months prior to their agreement, Facebook had been dealing with feuds against Apple
relating to the prices of paid apps and privacy rule changes.[221] Head of ad products for Facebook Dan Levy
commented, saying that "this is not really about privacy for them, this is about an attack on personalized ads and
the consequences it's going to have on small-business owners," commenting on the full-page ads placed by
Facebook in various newspapers in December 2020.[222]

Privacy
Apple has publicly taken a pro-privacy stance, actively making privacy-
conscious features and settings part of its conferences, promotional
campaigns, and public image.[224] With its iOS 8 mobile operating system in
2014, the company started encrypting all contents of iOS devices through
users' passcodes, making it impossible at the time for the company to provide
customer data to law enforcement requests seeking such information.[225]
With the popularity rise of cloud storage solutions, Apple began a technique
in 2016 to do deep learning scans for facial data in photos on the user's local
device and encrypting the content before uploading it to Apple's iCloud PRISM is a clandestine surveillance
storage system.[226] It also introduced "differential privacy", a way to collect program under which the NSA
crowdsourced data from many users, while keeping individual users collects user data from companies
anonymous, in a system that Wired described as "trying to learn as much as like Facebook and Apple.[223]
possible about a group while learning as little as possible about any individual
in it".[227] Users are explicitly asked if they want to participate, and can
actively opt-in or opt-out.[228]

However, Apple has aided law enforcement in criminal investigations by providing iCloud backups of users'
devices,[229] and the company's commitment to privacy has been questioned by its efforts to promote biometric
authentication technology in its newer iPhone models, which do not have the same level of constitutional privacy

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as a passcode in the United States.[230]

With Apple's release of an update to iOS 14, Apple required all developers of iPhone, iPad, and iPod Touch
applications to directly ask iPhone users permission to track them. The feature, called "App Tracking
Transparency", received heavy criticism from Facebook, whose primary business model revolves around the
tracking of users' data and sharing such data with advertisers so users can see more relevant ads, a technique
commonly known as targeted advertising. After Facebook's measures, including purchasing full-page newspaper
advertisements protesting App Tracking Transparency, Apple released the update in early 2021. A study by
Verizon subsidiary Flurry Analytics reported only 4% of iOS users in the United States and 12% worldwide have
opted into tracking.[231]

Prior to the release of iOS 15, Apple announced new efforts at combating child sexual abuse material on iOS and
Mac platforms. Parents of minor iMessage users can now be alerted if their child sends or receives nude
photographs. Additionally, on-device hashing would take place on media destined for upload to iCloud, and
hashes would be compared to a list of known abusive images provided by law enforcement; if enough matches
were found, Apple would be alerted and authorities informed. The new features received praise from law
enforcement and victims rights advocates. However, privacy advocates, including the Electronic Frontier
Foundation, condemned the new features as invasive and highly prone to abuse by authoritarian governments.
[232]

Ireland's Data Protection Commission launched a privacy investigation to examine whether Apple complied with
the EU's GDPR law following an investigation into how the company processes personal data with targeted ads on
its platform.[233]

In December 2019, security researcher Brian Krebs discovered that the iPhone 11 Pro would still show the arrow
indicator –signifying location services are being used– at the top of the screen while the main location services
toggle is enabled, despite all individual location services being disabled. Krebs was unable to replicate this
behavior on older models and when asking Apple for comment, he was told by Apple that "It is expected behavior
that the Location Services icon appears in the status bar when Location Services is enabled. The icon appears for
system services that do not have a switch in Settings."[234] Apple later further clarified that this behavior was to
ensure compliance with ultra-wideband regulations in specific countries, a technology Apple started
implementing in iPhones starting with iPhone 11 Pro, and emphasized that "the management of ultra wideband
compliance and its use of location data is done entirely on the device and Apple is not collecting user location
data." Will Strafach, an executive at security firm Guardian Firewall, confirmed the lack of evidence that location
data was sent off to a remote server. Apple promised to add a new toggle for this feature and in later iOS revisions
Apple provided users with the option to tap on the location services indicator in Control Center to see which
specific service is using the device's location.[235][236]

According to published reports by Bloomberg News on March 30, 2022, Apple turned over data such as phone
numbers, physical addresses, and IP addresses to hackers posing as law enforcement officials using forged
documents. The law enforcement requests sometimes included forged signatures of real or fictional officials.
When asked about the allegations, an Apple representative referred the reporter to a section of the company
policy for law enforcement guidelines, which stated, "We review every data request for legal sufficiency and use
advanced systems and processes to validate law enforcement requests and detect abuse."[237]

Corporate affairs

Business trends
The key trends for Apple are, as of each financial year ending September 24:[238][239]

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Revenue figures Non-revenue figures

Wearables, Home,
Fiscal year Total iPhone Mac iPad Services Number of Ref.
and Accessories Net profit[d]
revenue[c] revenue revenue revenue revenue employees
revenue (US$ b)
(US$ b) (US$ b) (US$ b) (US$ b) (US$ b) (k, FTE)
(US$ b)

2011 108 45.9 21.7 19.1 11.9 9.3 25.9 60.4 [240]

2012 156 78.6 23.2 30.9 10.7 12.8 41.7 72.8 [241]

2013 170 91.2 21.4 31.9 10.1 16.0 37.0 80.3 [242]

2014 182 101 24.0 30.2 8.3 18.0 39.5 92.6 [243]

2015 233 155 25.4 23.2 10.0 19.9 53.3 110 [244]

2016 215 136 22.8 20.6 11.1 24.3 45.6 116 [245]

2017 229 139 25.5 18.8 12.8 32.7 48.3 123 [246]

2018 265 164 25.1 18.3 17.3 39.7 59.3 132 [247]

2019 260 142 25.7 21.2 24.4 46.2 55.2 137 [248]

2020 274 137 28.6 23.7 30.6 53.7 57.4 147 [249]

2021 365 191 35.1 31.8 38.3 68.4 94.6 154 [250]

2022 394 205 40.1 29.2 41.2 78.1 99.8 164 [251]

2023 383 200 29.3 28.3 39.8 85.2 96.9 161 [252]

2024 391 201 29.9 26.6 37.0 96.1 93.7 164 [253]

Leadership

Senior management
As of January 3, 2025, the management of Apple Inc. includes:[254]

▪ Tim Cook (chief executive officer)

▪ Jeff Williams (chief operating officer)
▪ Kevan Parekh (senior vice president and chief financial officer)
▪ Katherine L. Adams (senior vice president and general counsel)
▪ Eddy Cue (senior vice president – Internet Software and Services)
▪ Craig Federighi (senior vice president – Software Engineering)
▪ John Giannandrea (senior vice president – Machine Learning and AI Strategy)
▪ Deirdre O'Brien (senior vice president – Retail + People)
▪ John Ternus (senior vice president – Hardware Engineering)
▪ Greg Joswiak (senior vice president – Worldwide Marketing)
▪ Johny Srouji (senior vice president – Hardware Technologies)
▪ Sabih Khan (senior vice president – Operations)

Board of directors
As of January 20, 2023, the board of directors of Apple Inc. includes:[254]

▪ Arthur D. Levinson (chairman)

▪ Tim Cook (executive director and CEO)
▪ James A. Bell
▪ Alex Gorsky
▪ Andrea Jung
▪ Monica Lozano
▪ Ronald Sugar

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▪ Susan Wagner

Previous CEOs
1. Michael Scott (1977–1981)
2. Mike Markkula (1981–1983)
3. John Sculley (1983–1993)
4. Michael Spindler (1993–1996)
5. Gil Amelio (1996–1997)
6. Steve Jobs (1997–2011)

Ownership
As of December 30, 2023, the largest shareholders of Apple were:[255]

▪ The Vanguard Group (1,317,966,471 shares, 8.54%)

▪ BlackRock (1,042,391,808 shares, 6.75%)
▪ Berkshire Hathaway (905,560,000 shares, 5.86%)
▪ State Street Corporation (586,052,057 shares, 3.80%)
▪ Geode Capital Management (300,822,623 shares, 1.95%)
▪ Fidelity Investments (299,871,352 shares, 1.94%)
▪ Morgan Stanley (217,961,227 shares, 1.41%)
▪ T. Rowe Price (210,827,097 shares, 1.37%)
▪ Norges Bank (176,141,203 shares, 1.14%)
▪ Northern Trust (162,115,200 shares, 1.05%)

Corporate culture
Apple is one of several highly successful companies founded in the 1970s that
bucked the traditional notions of corporate culture. Jobs often walked around
the office barefoot even after Apple became a Fortune 500 company. By the
time of the "1984" television advertisement, Apple's informal culture had
become a key trait that differentiated it from its competitors.[256] According
to a 2011 report in Fortune, this has resulted in a corporate culture more akin
to a startup rather than a multinational corporation.[257] In a 2017 interview,
Wozniak credited watching Star Trek and attending Star Trek conventions in
his youth as inspiration for co-founding Apple.[258] Co-founder Steve Wozniak and
Macintosh engineer Andy Hertzfeld
As the company has grown and been led by a series of differently opinionated attended the Apple User Group
chief executives, some media have suggested that it has lost some of its Connection club in 1985.
original character.[259][260][261][262] Nonetheless, it has maintained a
reputation for fostering individuality and excellence that reliably attracts
talented workers, particularly after Jobs returned.[263] Numerous Apple employees have stated that projects
without Jobs's involvement often took longer than others.[264]

The Apple Fellows program awards employees for extraordinary technical or leadership contributions to personal
computing. Recipients include Bill Atkinson,[265] Steve Capps,[266] Rod Holt,[265] Alan Kay,[267][268] Guy
Kawasaki,[267][269] Al Alcorn,[270] Don Norman,[267] Rich Page,[265] Steve Wozniak,[265] and Phil Schiller.[271]

Jobs intended that employees were to be specialists who are not exposed to functions outside their area of
expertise. For instance, Ron Johnson—Senior Vice President of Retail Operations until November 1, 2011—was
responsible for site selection, in-store service, and store layout, yet had no control of the inventory in his stores.
This was done by Tim Cook, who had a background in supply-chain management.[272] Apple is known for strictly
enforcing accountability. Each project has a "directly responsible individual" or "DRI" in Apple jargon.[257][273]
Unlike other major U.S. companies, Apple provides a relatively simple compensation policy for executives that
does not include perks enjoyed by other CEOs like country club fees or private use of company aircraft. The

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company typically grants stock options to executives every other year.

[274]

In 2015, Apple had 110,000 full-time employees. This increased to

116,000 full-time employees the next year, a notable hiring decrease,
largely due to its first revenue decline. Apple does not specify how
many of its employees work in retail, though its 2014 SEC filing put
the number at approximately half of its employee base.[275] In
September 2017, Apple announced that it had over 123,000 full-time
employees.[276]

Apple has a strong culture of corporate secrecy, and has an anti-leak

Global Security team that recruits from the National Security Agency,
the Federal Bureau of Investigation, and the United States Secret
Service.[277] In December 2017, Glassdoor said Apple was the 48th
best place to work, having originally entered at rank 19 in 2009,
peaking at rank 10 in 2012, and falling down the ranks in subsequent These universities produced the most alumni
years.[278] In 2023, Bloomberg 's Mark Gurman revealed the who became Apple employees.
existence of Apple's Exploratory Design Group (XDG), which was
working to add glucose monitoring to the Apple Watch. Gurman
compared XDG to Alphabet's X "moonshot factory".[279]

Offices
Apple Inc.'s world corporate headquarters are located in Cupertino, in the
middle of California's Silicon Valley, at Apple Park, a massive circular
groundscraper building with a circumference of one mile (1.6 km). The
building opened in April 2017 and houses more than 12,000 employees.
Apple co-founder Steve Jobs wanted Apple Park to look less like a business
park and more like a nature refuge, and personally appeared before the
Cupertino City Council in June 2011 to make the proposal, in his final public Apple Park is the main headquarters
appearance before his death. in Cupertino.

Apple also operates from the Apple Campus (also known by its address, 1
Infinite Loop), a grouping of six buildings in Cupertino that total 850,000
square feet (79,000 m2) located about 1 mile (1.6 km) to the west of Apple
Park.[280] The Apple Campus was the company's headquarters from its
opening in 1993, until the opening of Apple Park in 2017. The buildings,
located at 1–6 Infinite Loop, are arranged in a circular pattern around a
central green space, in a design that has been compared to that of a
university.

In addition to Apple Park and the Apple Campus, Apple occupies an The original Apple Campus has the
street address 1 Infinite Loop,
additional thirty office buildings scattered throughout the city of Cupertino,
Sunnyvale, California.
including three buildings as prior headquarters: Stephens Creek Three from
1977 to 1978, Bandley One from 1978 to 1982, and Mariani One from 1982 to
1993.[281] In total, Apple occupies almost 40% of the available office space in the city.[282]

Apple's headquarters for Europe, the Middle East and Africa (EMEA) are located in Cork in the south of Ireland,
called the Hollyhill campus.[283] The facility, which opened in 1980, houses 5,500 people and was Apple's first
location outside of the United States.[284] Apple's international sales and distribution arms operate out of the
campus in Cork.[285]

Apple has two campuses near Austin, Texas: a 216,000-square-foot (20,100 m2) campus opened in 2014 houses
500 engineers who work on Apple silicon[286] and a 1.1-million-square-foot (100,000 m2) campus opened in
2021 where 6,000 people work in technical support, supply chain management, online store curation, and Apple
Maps data management. The company also has several other locations in Boulder, Colorado; Culver City,
California; Herzliya (Israel), London, New York, Pittsburgh, San Diego, and Seattle that each employ hundreds of

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people.[287]

Litigation
Apple has been a participant in various legal proceedings and claims since it began operation.[288] In particular,
Apple is known for and promotes itself as actively and aggressively enforcing its intellectual property interests.
Some litigation examples include Apple v. Samsung, Apple v. Microsoft, Motorola Mobility v. Apple Inc., and
Apple Corps v. Apple Computer. Apple has also had to defend itself against charges on numerous occasions of
violating intellectual property rights. Most have been dismissed in the courts as shell companies known as patent
trolls, with no evidence of actual use of patents in question.[289] On December 21, 2016, Nokia announced that in
the U.S. and Germany, it has filed a suit against Apple, claiming that the latter's products infringe on Nokia's
patents.[290]

Most recently, in November 2017, the United States International Trade Commission announced an investigation
into allegations of patent infringement in regards to Apple's remote desktop technology; Aqua Connect, a
company that builds remote desktop software, has claimed that Apple infringed on two of its patents.[291] In
January 2022, Ericsson sued Apple over payment of royalty of 5G technology.[292] On June 24, 2024, the
European Commission accused Apple of violating the Digital Markets Act by preventing "app developers from
freely steering consumers to alternative channels for offers and content".[293]

Finances
As of 2023, Apple is the world's largest technology company by revenue, with US$383.28 billion;[294] the world's
largest technology company by total assets;[295] the fourth-largest personal computer vendor by unit sales;[296]
and the world's largest mobile phone manufacturer.[297]

In its fiscal year ending in September 2011, Apple Inc. reported a total of $108 billion in annual revenues—a
significant increase from its 2010 revenues of $65 billion—and nearly $82 billion in cash reserves.[298] On March
19, 2012, Apple announced plans for a $2.65-per-share dividend beginning in fourth quarter of 2012, per
approval by their board of directors.[299]

The company's worldwide annual revenue in 2013 totaled $170 billion.[300] In May 2013, Apple entered the top
ten of the Fortune 500 list of companies for the first time, rising 11 places above its 2012 ranking to take the sixth
position.[301] As of 2016, Apple has around US$234 billion of cash and marketable securities, of which 90% is
located outside the United States for tax purposes.[302]

Apple amassed 65% of all profits made by the eight largest worldwide smartphone manufacturers in quarter one
of 2014, according to a report by Canaccord Genuity. In the first quarter of 2015, the company garnered 92% of
all earnings.[303]

On April 30, 2017, The Wall Street Journal reported that Apple had cash reserves of $250 billion,[304] officially
confirmed by Apple as specifically $256.8 billion a few days later.[305]

As of August 3, 2018, Apple was the largest publicly traded corporation in the world by market capitalization. On
August 2, 2018, Apple became the first publicly traded U.S. company to reach a $1 trillion market value,[306][307]
and as of June 2024, is valued at just over $3.2 trillion.[7] Apple was ranked No. 4 on the 2018 Fortune 500
rankings of the largest United States corporations by revenue.[308]

In July 2022, Apple reported an 11% decline in Q3 profits compared to 2021. Its revenue in the same period rose
2% year-on-year to $83 billion, though this figure was also lower than in 2021, where the increase was at 36%.
The general downturn is reportedly caused by the slowing global economy and supply chain disruptions in China.
[309] That year, Apple was one of the largest corporate spenders on research and development worldwide, with

R&D expenditure amounting to over $27 billion.[310]

In May 2023, Apple reported a decline in its sales for the first quarter of 2023. Compared to that of 2022, revenue
for 2023 fell by 3%. This is Apple's second consecutive quarter of sales decline. This fall is attributed to the
slowing economy and consumers putting off purchases of iPads and computers due to increased pricing.

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However, iPhone sales held up with a year-on-year increase of 1.5%. According to Apple, demands for such
devices were strong, particularly in Latin America and South Asia.[311]

Taxes
Apple has created subsidiaries in low-tax places such as Ireland, the Netherlands, Luxembourg, and the British
Virgin Islands to cut the taxes it pays around the world. According to The New York Times, in the 1980s Apple
was among the first tech companies to designate overseas salespeople in high-tax countries in a manner that
allowed the company to sell on behalf of low-tax subsidiaries on other continents, sidestepping income taxes. In
the late 1980s, Apple was a pioneer of an accounting technique known as the "Double Irish with a Dutch
sandwich", which reduces taxes by routing profits through Irish subsidiaries and the Netherlands and then to the
Caribbean.[312][313]

British Conservative Party Member of Parliament Charlie Elphicke published research on October 30, 2012,[314]
which showed that some multinational companies, including Apple Inc., were making billions of pounds of profit
in the UK, but were paying an effective tax rate to the UK Treasury of only 3 percent, well below standard
corporate tax rates. He followed this research by calling on the Chancellor of the Exchequer George Osborne to
force these multinationals, which also included Google and The Coca-Cola Company, to state the effective rate of
tax they pay on their UK revenues. Elphicke also said that government contracts should be withheld from
multinationals who do not pay their fair share of UK tax.[315]

According to a US Senate report on the company's offshore tax structure concluded in May 2013, Apple has held
billions of dollars in profits in Irish subsidiaries to pay little or no taxes to any government by using an unusual
global tax structure.[316] The main subsidiary, a holding company that includes Apple's retail stores throughout
Europe, has not paid any corporate income tax in the last five years. "Apple has exploited a difference between
Irish and U.S. tax residency rules", the report said.[317] On May 21, 2013, Apple CEO Tim Cook defended his
company's tax tactics at a Senate hearing.[318]

Apple says that it is the single largest taxpayer in the U.S., with an effective tax rate of approximately of 26% as of
Q2 FY2016.[319] In an interview with the German newspaper FAZ in October 2017, Tim Cook stated that Apple
was the biggest taxpayer worldwide.[320]

In 2016, after a two-year investigation, the European Commission claimed that Apple's use of a hybrid Double
Irish tax arrangement constituted "illegal state aid" from Ireland, and ordered Apple to pay 13 billion euros ($14.5
billion) in unpaid taxes, the largest corporate tax fine in history. This was later annulled, after the European
General Court ruled that the commission had provided insufficient evidence.[321][322] In 2018, Apple repatriated
$285 billion to America, resulting in a $38 billion tax payment spread over the following eight years.[323]

Apple's effective tax rate in %[238][239]

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

28 30 25 26 28 26 29 30 30 31.8 24.4 24.2 25.2 26.2 26.1 26.4 25.6 24.6

2020 2021 2022 2023

14.4 13.3 16.2 14.7

Charity
Apple is a partner of Product Red, a fundraising campaign for AIDS charity. In November 2014, Apple arranged
for all App Store revenue in a two-week period to go to the fundraiser,[324] generating more than US$20 million,
[325] and in March 2017, it released an iPhone 7 with a red color finish.[326]

Apple contributes financially to fundraisers in times of natural disasters. In November 2012, it donated
$2.5 million to the American Red Cross to aid relief efforts after Hurricane Sandy,[327] and in 2017 it donated
$5 million to relief efforts for both Hurricane Irma and Hurricane Harvey,[328] and for the 2017 Central Mexico
earthquake.[329] The company has used its iTunes platform to encourage donations in the wake of environmental
disasters and humanitarian crises, such as the 2010 Haiti earthquake,[330] the 2011 Japan earthquake,[331]
Typhoon Haiyan in the Philippines in November 2013,[332] and the 2015 European migrant crisis.[333] Apple

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emphasizes that it does not incur any processing or other fees for iTunes donations, sending 100% of the
payments directly to relief efforts, though it also acknowledges that the Red Cross does not receive any personal
information on the users donating and that the payments may not be tax deductible.[334]

On April 14, 2016, Apple and the World Wide Fund for Nature (WWF) announced that they have engaged in a
partnership to, "help protect life on our planet". Apple released a special page in the iTunes App Store, Apps for
Earth. In the arrangement, Apple has committed that through April 24, WWF will receive 100% of the proceeds
from the applications participating in the App Store via both the purchases of any paid apps and the In-App
Purchases. Apple and WWF's Apps for Earth campaign raised more than $8 million in total proceeds to support
WWF's conservation work. WWF announced the results at WWDC 2016 in San Francisco.[335]

During the COVID-19 pandemic, Apple's CEO Cook announced that the company will be donating "millions" of
masks to health workers in the United States and Europe.[336] On January 13, 2021, Apple announced a $100
million Racial Equity and Justice Initiative to help combat institutional racism worldwide after the 2020 murder
of George Floyd.[337][338][339] In June 2023, Apple announced doubling this and then distributed more than
$200 million to support organizations focused on education, economic growth, and criminal justice. Half is
philanthropic grants and half is centered on equity.[337]

Environment

Apple Energy
Apple Energy, LLC is a wholly-owned subsidiary of Apple Inc. that sells solar energy. As of June 6, 2016, Apple's
solar farms in California and Nevada have been declared to provide 217.9 megawatts of solar generation capacity.
[340] Apple has received regulatory approval to construct a landfill gas energy plant in North Carolina to use the

methane emissions to generate electricity.[341] Apple's North Carolina data center is already powered entirely by
renewable sources.[342]

Energy and resources

In 2010, Climate Counts, a nonprofit organization dedicated to directing consumers toward the greenest
companies, gave Apple a score of 52 points out of a possible 100, which puts Apple in their top category
"Striding".[343] This was an increase from May 2008, when Climate Counts only gave Apple 11 points out of 100,
which placed the company last among electronics companies, at which time Climate Counts also labeled Apple
with a "stuck icon", adding that Apple at the time was "a choice to avoid for the climate-conscious consumer".[344]

Following a Greenpeace protest, Apple released a statement on April 17, 2012, committing to ending its use of
coal and shifting to 100% renewable clean energy.[345][346] By 2013, Apple was using 100% renewable energy to
power their data centers. Overall, 75% of the company's power came from clean renewable sources.[347]

In May 2015, Greenpeace evaluated the state of the Green Internet and commended Apple on their
environmental practices saying, "Apple's commitment to renewable energy has helped set a new bar for the
industry, illustrating in very concrete terms that a 100% renewable Internet is within its reach, and providing
several models of intervention for other companies that want to build a sustainable Internet."[348]

As of 2016, Apple states that 100% of its U.S. operations run on renewable energy, 100% of Apple's data centers
run on renewable energy and 93% of Apple's global operations run on renewable energy.[349] However, the
facilities are connected to the local grid which usually contains a mix of fossil and renewable sources, so Apple
carbon offsets its electricity use.[350] The Electronic Product Environmental Assessment Tool (EPEAT) allows
consumers to see the effect a product has on the environment. Each product receives a Gold, Silver, or Bronze
rank depending on its efficiency and sustainability. Every Apple tablet, notebook, desktop computer, and display
that EPEAT ranks achieves a Gold rating, the highest possible. Although Apple's data centers recycle water 35
times,[351] the increased activity in retail, corporate and data centers also increase the amount of water use to
573 million US gal (2.2 million m3) in 2015.[352]

During an event on March 21, 2016, Apple provided a status update on its environmental initiative to be 100%

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renewable in all of its worldwide operations. Lisa P. Jackson, Apple's vice president of Environment, Policy and
Social Initiatives who reports directly to CEO, Tim Cook, announced that as of March 2016, 93% of Apple's
worldwide operations are powered with renewable energy. Also featured was the company's efforts to use
sustainable paper in their product packaging; 99% of all paper used by Apple in the product packaging comes
from post-consumer recycled paper or sustainably managed forests, as the company continues its move to all
paper packaging for all of its products.[353]

Apple announced on August 16, 2016, that Lens Technology, one of its major suppliers in China, has committed
to power all its glass production for Apple with 100 percent renewable energy by 2018. The commitment is a large
step in Apple's efforts to help manufacturers lower their carbon footprint in China.[354] Apple also announced
that all 14 of its final assembly sites in China are now compliant with UL's Zero Waste to Landfill validation. The
standard, which started in January 2015, certifies that all manufacturing waste is reused, recycled, composted, or
converted into energy (when necessary). Since the program began, nearly 140,000 metric tons of waste have been
diverted from landfills.[355]

On July 21, 2020, Apple announced its plan to become carbon neutral across its entire business, manufacturing
supply chain, and product life cycle by 2030. In the next 10 years, Apple will try to lower emissions with a series
of innovative actions, including: low carbon product design, expanding energy efficiency, renewable energy,
process and material innovations, and carbon removal.[356]

In June 2024, the United States Environmental Protection Agency (EPA) published a report about an electronic
computer manufacturing facility leased by Apple in 2015 in Santa Clara, California, code named Aria.[357][358]
The EPA report stated that Apple was potentially in violation of federal regulations under the Resource
Conservation and Recovery Act (RCRA).[357] According to a report from Bloomberg in 2018, the facility is used to
develop microLED screens under the code name T159.[359][357][360] The inspection found that Apple was
potentially mistreating waste as only subject to California regulations and that they had potentially miscalculated
the effectiveness of Apple's activated carbon filters, which filter volatile organic compounds (VOCs) from the air.
The EPA inspected the facility in August 2023 due to a tip from a former Apple employee who posted the report
on X.[357]

Toxins
Following further campaigns by Greenpeace,[361] in 2008, Apple became the first electronics manufacturer to
eliminate all polyvinyl chloride (PVC) and brominated flame retardants (BFRs) in its complete product line.[362]
In June 2007, Apple began replacing the cold cathode fluorescent lamp (CCFL) backlit LCD displays in its
computers with mercury-free LED-backlit LCD displays and arsenic-free glass, starting with the upgraded
MacBook Pro.[363][364][365][366] Apple offers comprehensive and transparent information about the CO2e,
emissions, materials, and electrical usage concerning every product they currently produce or have sold in the
past (and which they have enough data needed to produce the report), in their portfolio on their homepage.
Allowing consumers to make informed purchasing decisions on the products they offer for sale.[367] In June
2009, Apple's iPhone 3GS was free of PVC, arsenic, and BFRs.[363][368] Since 2009, all Apple products have
mercury-free LED-backlit LCD displays, arsenic-free glass, and non-PVC cables.[369] All Apple products have
EPEAT Gold status and beat the latest Energy Star guidelines in each product's respective regulatory category.
[363][370]

In November 2011, Apple was featured in Greenpeace's Guide to Greener Electronics, which ranks electronics
manufacturers on sustainability, climate and energy policy, and how "green" their products are. The company
ranked fourth of fifteen electronics companies (moving up five places from the previous year) with a score of
4.6/10.[371] Greenpeace praised Apple's sustainability, noting that the company exceeded its 70% global recycling
goal in 2010. Apple continues to score well on product ratings, with all of their products now being free of PVC
plastic and BFRs. However, the guide criticized Apple on the Energy criteria for not seeking external verification
of its greenhouse gas emissions data, and for not setting any targets to reduce emissions.[372] In January 2012,
Apple requested that its cable maker, Volex, begin producing halogen-free USB and power cables.[373]

Green bonds
In February 2016, Apple issued a US$1.5 billion green bond (climate bond), the first ever of its kind by a U.S. tech

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company. The green bond proceeds are dedicated to the financing of environmental projects.[374]

Supply chain
Apple products were made in America in Apple-owned factories until the late 1990s; however, as a result of
outsourcing initiatives in the 2000s, almost all of its manufacturing is now handled abroad. According to a report
by The New York Times, Apple insiders "believe the vast scale of overseas factories, as well as the flexibility,
diligence and industrial skills of foreign workers, have so outpaced their American counterparts that 'Made in the
U.S.A.' is no longer a viable option for most Apple products".[375]

The company's manufacturing, procurement, and logistics enable it to execute massive product launches without
having to maintain large, profit-sapping inventories. In 2011, Apple's profit margins were 40 percent, compared
with between 10 and 20 percent for most other hardware companies. Cook's catchphrase to describe his focus on
the company's operational arm is: "Nobody wants to buy sour milk."[376][377]

In May 2017, the company announced a $1 billion funding project for "advanced manufacturing" in the United
States,[378] and subsequently invested $200 million in Corning Inc., a manufacturer of toughened Gorilla Glass
technology used in Apple's iPhones.[379] The following December, Apple's chief operating officer, Jeff Williams,
told CNBC that the "$1 billion" amount was "absolutely not" the final limit on its spending, elaborating that
"We're not thinking in terms of a fund limit... We're thinking about, where are the opportunities across the U.S. to
help nurture companies that are making the advanced technology — and the advanced manufacturing that goes
with that — that quite frankly is essential to our innovation."[380]

During the Mac's early history, Apple generally refused to adopt prevailing industry standards for hardware,
instead creating their own.[381] This trend was largely reversed in the late 1990s, beginning with Apple's adoption
of the PCI bus in the 7500/8500/9500 Power Macs. Apple has since joined the industry standards groups to
influence the future direction of technology standards such as USB, AGP, HyperTransport, Wi-Fi, NVMe, PCIe
and others in its products. FireWire is an Apple-originated standard that was widely adopted across the industry
after it was standardized as IEEE 1394 and is a legally mandated port in all cable TV boxes in the United States.
[382]

Apple has gradually expanded its efforts in getting its products into the Indian market. In July 2012, during a
conference call with investors, CEO Tim Cook said that he "[loves] India", but that Apple saw larger opportunities
outside the region.[383] India's requirement that 30% of products sold be manufactured in the country was
described as "really adds cost to getting product to market".[384] In May 2016, Apple opened an iOS app
development center in Bangalore and a maps development office for 4,000 staff in Hyderabad.[385] In March, The
Wall Street Journal reported that Apple would begin manufacturing iPhone models in India "over the next two
months",[386] and in May, the Journal wrote that an Apple manufacturer had begun production of the iPhone SE
in the country,[387] while Apple told CNBC that the manufacturing was for a "small number" of units.[388] In
April 2019, Apple initiated manufacturing of the iPhone 7 at its Bengaluru facility, keeping in mind demand from
local customers even as they seek more incentives from the government of India.[389] At the beginning of 2020,
Tim Cook announced that Apple schedules the opening of its first physical outlet in India for 2021, while an
online store is to be launched by the end of the year.[390] The opening of the Apple Store was postponed, and
finally took place in April 2023,[391] while the online store was launched in September 2020.[392]

Worker organizations
Apple directly employs 147,000 workers including 25,000 corporate employees in Apple Park and across Silicon
Valley.[393][394] The vast majority of its employees work at the over 500 retail Apple Stores globally.[395] Apple
relies on a larger, outsourced workforce for manufacturing, particularly in China where Apple directly employs
10,000 workers across its retail and corporate divisions. In addition, one further million workers are contracted
by Apple's suppliers to assemble Apple products, including Foxconn and Pegatron.[396] Zhengzhou Technology
Park alone employs 350,000 Chinese workers in Zhengzhou to exclusively work on the iPhone.[397] As of 2021,
Apple uses hardware components from 43 different countries.[398] The majority of assembling is done by
Taiwanese original design manufacturer firms Foxconn, Pegatron, Wistron and Compal Electronics in factories
primarily located inside China,[399] and, to a lesser extent, Foxconn plants in Brazil,[400] and India.[401]

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Apple workers around the globe have been involved in organizing since the 1990s.[402] Apple unions are made up
of retail, corporate, and outsourced workers. Apple employees have joined trade unions or formed works councils
in Australia,[403] France,[404] Germany,[405] Italy,[406] Japan,[407] the United Kingdom[408] and the United
States.[409] In 2021, Apple Together, a solidarity union, sought to bring together the company's global worker
organizations.[410] The majority of industrial labor disputes (including union recognition) involving Apple occur
indirectly through its suppliers and contractors, notably Foxconn plants in China[411] and, to a lesser extent, in
Brazil[412] and India.[413]

Democratic Republic of the Congo

In 2019, Apple was named as a defendant in a forced labour and child slavery lawsuit by Congolese families of
children injured and killed in cobalt mines owned by Glencore and Zhejiang Huayou Cobalt, which supply battery
materials to Apple and other companies.[414]

In April 2024, lawyers representing the Democratic Republic of the Congo notified Apple of evidence that Apple
may be sourcing minerals from conflict areas of eastern Congo.[415] Apple policies and documentation describe
mitigation efforts against conflict minerals, however the lawyers identify discrepancies in supplier reporting as
well as a Global Witness report describing a lack of "meaningful mitigation" on Apple's part.[416] In December
2024, DRC filed a lawsuit against Apple's European subsidiaries.[417]

See also
▪ List of Apple Inc. media events
▪ Outline of Apple Inc.

Notes
a. Alongside Alphabet (the parent company of Google), Amazon, Meta (the parent company of Facebook), and
Microsoft
b. Except when Microsoft briefly held the position between January and June 2024[5][6][7]
c. "Net sales"
d. "Net income"

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Bibliography
▪ Price, Rob (1987). So Far: The First Ten Years of a Vision. Apple Computer. ISBN 978-1-55693-974-7.
▪ Polsson, Ken. "Chronology of Events in the History of Microcomputers" (https://web.archive.org/web/2008060
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Further reading

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Apple Inc. - Wikipedia https://en.wikipedia.org/wiki/Apple_Inc.

▪ Amelio, Gil; Simon, William L. (1999). On the Firing Line: My 500 Days at Apple (https://archive.org/details/on
firinglinemy5000gila). New York: Harper Business. ISBN 978-0-88730-919-9. OCLC 41424094 (https://searc
h.worldcat.org/oclc/41424094).
▪ Carlton, Jim (1998). Apple: The Inside Story of Intrigue, Egomania and Business Blunders (Revised ed.).
Random House Business Books. ISBN 978-0-88730-965-6. OCLC 1068545200 (https://search.worldcat.org/o
clc/1068545200).
▪ Deutschman, Alan (2000). The Second Coming of Steve Jobs (https://archive.org/details/secondcomingofst0
0deut). Broadway Books. ISBN 978-0-7679-0432-2. OCLC 59470055 (https://search.worldcat.org/oclc/59470
055).
▪ Hertzfeld, Andy (2004). Revolution in the Valley: The Insanely Great Story of How the Mac Was Made.
O'Reilly Books. ISBN 978-0-596-00719-5. OCLC 774133318 (https://search.worldcat.org/oclc/774133318).
▪ Kunkel, Paul (1997). AppleDesign: The Work of the Apple Industrial Design Group (https://archive.org/details/
DTCA3DOC-230_industrial_design). Graphis Incorporated. ISBN 978-1-888001-25-9. OCLC 450559301 (http
s://search.worldcat.org/oclc/450559301).
▪ Lashinsky, Adam (2013). Inside Apple: How America's Most Admired—and Secretive—Company Really
Works. Grand Central. ISBN 978-1-4555-1216-4. OCLC 984131988 (https://search.worldcat.org/oclc/984131
988).
▪ O'Grady, Jason D. (2009). Apple Inc. ABC-CLIO. ISBN 978-0-313-36244-6.
▪ Levy, Steven (2000) [1994]. Insanely Great: The Life and Times of Macintosh, the Computer That Changed
Everything. New York: Penguin Books. ISBN 978-0-14-029177-3. OCLC 474924791 (https://search.worldca
t.org/oclc/474924791).
▪ Linzmayer, Owen (2004). Apple Confidential 2.0. No Starch Press. ISBN 978-1-59327-010-0.
OCLC 921280642 (https://search.worldcat.org/oclc/921280642).
▪ Rose, Frank (1990). West of Eden: The End of Innocence at Apple Computer (https://archive.org/details/west
ofedenendofi00rose). Penguin Books. ISBN 978-0-14-009372-8. OCLC 924684399 (https://search.worldcat.o
rg/oclc/924684399).
▪ Sculley, John; Byrne, John A. (1990) [October 1, 1987]. Odyssey: Pepsi to Apple ... A Journey of Adventure,
Ideas and the Future. Diane Pub Co. ISBN 978-0-7881-6949-6. OCLC 947796756 (https://search.worldcat.or
g/oclc/947796756).
▪ Wozniak, Steve; Smith, Gina (2006). iWoz: From Computer Geek to Cult Icon: How I Invented the Personal
Computer, Co-Founded Apple, and Had Fun Doing It. W. W. Norton & Company. ISBN 978-0-393-06143-7.
OCLC 502898652 (https://search.worldcat.org/oclc/502898652).
▪ Young, Jeffrey S. (1988). Steve Jobs: The Journey Is the Reward. Lynx Books. ISBN 978-1-55802-378-9.
OCLC 502695173 (https://search.worldcat.org/oclc/502695173).
▪ Young, Jeffrey S.; Simon, William L. (2005). iCon Steve Jobs: The Greatest Second Act in the History of
Business (https://archive.org/details/iconstevejobsgre00jeff). John Wiley & Sons. ISBN 978-0-471-72083-6.
OCLC 487439489 (https://search.worldcat.org/oclc/487439489).

External links
▪ Official website (https://www.apple.com/)
▪ Business data for Apple Inc.: Bloomberg (https://www.bloomberg.com/quote/AAPL:US) · Google (https://ww
w.google.com/finance/quote/AAPL:NASDAQ) · Reuters (https://www.reuters.com/markets/companies/AAP
L.O) · SEC filings (https://www.sec.gov/cgi-bin/browse-edgar?action=getcompany&CIK=320193) · Yahoo! (htt
ps://finance.yahoo.com/quote/AAPL)
▪ Apple Inc. companies (https://opencorporates.com/corporate_groupings/Apple) grouped at OpenCorporates

Retrieved from "https://en.wikipedia.org/w/index.php?title=Apple_Inc.&oldid=1268698144"

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