From Wikipedia, the free encyclopedia
Apple Inc.
 |
|
Formerly
|
- Apple Computer Company
- (1976–1977)
- Apple Computer, Inc.
- (1977–2007)
|
|---|
|
| Public |
|---|
| Traded as |
|
|---|
| ISIN | US0378331005 |
|---|
| Industry |
|
|---|
| Founded | April 1, 1976 |
|---|
| Founders |
|
|---|
| Headquarters | 1 Apple Park Way,
,
U.S.
|
|---|
Number of locations
| 500 retail stores (2018) |
|---|
Area served
| Worldwide |
|---|
Key people
|
|
|---|
| Products |
|
|---|
| Services |
|
|---|
| Revenue |  US$265.595 billion (2018) |
|---|
|
| US$70.898 billion (2018) |
|---|
|
| US$59.531 billion (2018) |
|---|
| Total assets |  US$365.725 billion (2018) |
|---|
| Total equity | US$107.147 billion (2018) |
|---|
Number of employees
| 132,000 (2018) |
|---|
| Subsidiaries |
|
|---|
| Website | www.apple.com |
|---|
Apple Inc. is an American multinational
technology company headquartered in
Cupertino, California, that designs, develops, and sells
consumer electronics,
computer software, and online services. It is considered one of the
Big Four of technology along with
Amazon,
Google, and
Facebook.
The company's
hardware products include the
iPhone smartphone, the
iPad tablet computer, the
Mac personal computer, the
iPod portable media player, the
Apple Watch smartwatch, the
Apple TV digital media player, and the
HomePod smart speaker. Apple's software includes the
macOS and
iOS operating systems, the
iTunes media player, the
Safari web browser, and the
iLife and
iWork creativity and productivity suites, as well as professional applications like
Final Cut Pro,
Logic Pro, and
Xcode. Its online services include the
iTunes Store, the
iOS App Store and
Mac App Store,
Apple Music, and
iCloud.
Apple was founded by
Steve Jobs,
Steve Wozniak, and
Ronald Wayne in April 1976 to develop and sell Wozniak's
Apple I personal computer. It was incorporated as
Apple Computer, Inc., in January 1977, and sales of its computers, including the
Apple II, grew quickly. Within a few years, Jobs and Wozniak had hired a staff of computer designers and had a production line. Apple
went public in 1980 to instant financial success. Over the next few years, Apple shipped new computers featuring innovative
graphical user interfaces,
such as the original Macintosh in 1984, and Apple's marketing
advertisements for its products received widespread critical acclaim.
However, the high price tag of its products and limited software titles
caused problems, as did power struggles between executives at the
company. In 1985, Wozniak stepped away from Apple, while Jobs resigned
and founded a new company—
NeXT—with former Apple employees.
As the market for personal computers increased, Apple's computers
lost share to lower-priced products, particularly ones that ran the
Microsoft Windows operating system, and the company was financially on the brink. After more executive job shuffles,
CEO Gil Amelio
in 1997 bought NeXT to bring Jobs back. Jobs regained leadership within
the company and became the new CEO shortly after. He began to rebuild
Apple's status, opening Apple's own
retail stores
in 2001, acquiring numerous companies to create a portfolio of software
titles, and changing some of the hardware used in its computers. The
company returned to profitability. In January 2007, Jobs renamed the
company Apple Inc., reflecting its shifted focus toward consumer
electronics, and announced the iPhone, which saw critical acclaim and
significant financial success. In August 2011, Jobs resigned as CEO due
to health complications, and
Tim Cook became the new CEO. Two months later, Jobs died, marking the end of an era for the company.
Apple is well known for its size and revenues. Its worldwide annual revenue totaled $265
billion for the 2018
fiscal year. Apple is the
world's largest information technology company by revenue and the world's third-largest mobile phone manufacturer after
Samsung and
Huawei. In August 2018, Apple became the first public U.S. company to be valued at over
US$1 trillion. The company employs 123,000 full-time employees and maintains 504
retail stores in 24 countries as of 2018. It operates the iTunes Store, which is the world's largest music retailer. As of January 2018, more than 1.3 billion Apple products are actively in use worldwide. The company also has a high level of
brand loyalty and is ranked as the world's most valuable brand. However, Apple
receives significant criticism regarding the labor practices of its contractors, its environmental practices and unethical business practices, including
anti-competitive behavior, as well as the origins of source materials.
History
1976–1984: Founding and incorporation
Apple's first product, the Apple I, invented by Apple co-founder Steve Wozniak,
was sold as an assembled circuit board and lacked basic features such
as a keyboard, monitor, and case. The owner of this unit added a
keyboard and wooden case.
Apple Computer Company was founded on April 1, 1976, by
Steve Jobs,
Steve Wozniak and
Ronald Wayne. The company's first product was the
Apple I, a computer single-handedly designed and hand-built by Wozniak, and first shown to the public at the
Homebrew Computer Club. Apple I was sold as a
motherboard (with
CPU,
RAM, and basic textual-video chips), which was less than what is now considered a complete personal computer. The Apple I went on sale in July 1976 and was market-priced at $666.66 ($2,935 in 2018 dollars, adjusted for inflation).
Apple Computer, Inc. was incorporated on January 3, 1977,
without Wayne, who left and sold his share of the company back to Jobs
and Wozniak for $800 only a couple weeks after co-founding Apple. Multimillionaire
Mike Markkula provided essential business expertise and funding of $250,000 during the incorporation of Apple.
During the first five years of operations revenues grew exponentially,
doubling about every four months. Between September 1977 and September
1980, yearly sales grew from $775,000 to $118
million, an average annual growth rate of 533%.
The
Apple II, also invented by Wozniak, was introduced on April 16, 1977, at the first
West Coast Computer Faire. It differed from its major rivals, the
TRS-80 and
Commodore PET, because of its character cell-based color graphics and
open architecture. While early Apple II models used ordinary cassette tapes as storage devices, they were superseded by the introduction of a
5 1⁄4-inch
floppy disk drive and interface called the
Disk II. The Apple II was chosen to be the desktop platform for the first "
killer app" of the business world:
VisiCalc, a
spreadsheet program.
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. Before VisiCalc, Apple had been a distant third place competitor to
Commodore and
Tandy.
By the end of the 1970s, Apple had a staff of computer designers and a production line. The company introduced the
Apple III in May 1980 in an attempt to compete with
IBM and
Microsoft in the business and corporate computing market. Jobs and several Apple employees, including
human–computer interface expert
Jef Raskin, visited
Xerox PARC in December 1979 to see the
Xerox Alto.
Xerox
granted Apple engineers three days of access to the PARC facilities in
return for the option to buy 100,000 shares (800,000 split-adjusted
shares) of Apple at the pre-IPO price of $10 a share.
Jobs was immediately convinced that all future computers would use a graphical user interface (
GUI), and development of a GUI began for the
Apple Lisa.
In 1982, however, he was pushed from the Lisa team due to infighting.
Jobs then took over Wozniak and Raskin's low-cost-computer project, the
Macintosh.
A race broke out between the Lisa team and the Macintosh team over
which product would ship first. Lisa won the race in 1983 and became the
first personal computer sold to the public with a GUI, but was a
commercial failure due to its high price tag and limited software
titles.
On December 12, 1980, Apple went public at $22 per share, generating more capital than any IPO since
Ford Motor Company in 1956, and immediately creating 300
millionaires.
1984–1991: Success with Macintosh
The Macintosh, released in 1984, was the first mass-market personal computer that featured an integral graphical user interface and mouse.
In 1984, Apple launched the Macintosh, the first personal computer to be sold without a
programming language. Its debut was signified by
"1984", a $1.5
million television advertisement directed by
Ridley Scott that aired during the third quarter of
Super Bowl XVIII on January 22, 1984. This is now hailed as a watershed event for Apple's success and was called a "masterpiece" by
CNN and one of the greatest TV advertisements of all time by
TV Guide.
The Macintosh initially sold well, but follow-up sales were not strong due to its high price and limited range of software titles. The machine's fortunes changed with the introduction of the
LaserWriter, the first
PostScript laser printer to be sold at a reasonable price, and
PageMaker, an early
desktop publishing
package. It has been suggested that the combination of these three
products were responsible for the creation of the desktop publishing
market.
The Macintosh was particularly powerful in the desktop publishing
market due to its advanced graphics capabilities, which had necessarily
been built in to create the intuitive Macintosh GUI.
In 1985, a power struggle developed between Jobs and CEO
John Sculley, who had been hired two years earlier.
The Apple board of directors instructed Sculley to "contain" Jobs and
limit his ability to launch expensive forays into untested products.
Rather than submit to Sculley's direction, Jobs attempted to oust him
from his leadership role at Apple. Sculley found out that Jobs had been
attempting to organize a
coup and called a board meeting at which Apple's board of directors sided with Sculley and removed Jobs from his managerial duties. Jobs resigned from Apple and founded
NeXT Inc. the same year.
Wozniak also left Apple in 1985 to pursue other ventures, stating that
the company had "been going in the wrong direction for the last five
years".
The Macintosh Portable, released in 1989, was Apple's first battery-powered portable Macintosh personal computer.
After Jobs' and Wozniak's departure, the Macintosh product line
underwent a steady change of focus to higher price points, the so-called
"high-right policy" named for the position on a chart of price vs.
profits. Jobs had argued the company should produce products aimed at
the consumer market and aimed for a $1000 price for the Macintosh, which
they were unable to meet. 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 power. Although some worried about pricing
themselves out of the market, the high-right policy was in full force
by the mid-1980s, notably due to
Jean-Louis Gassée's mantra of "fifty-five or die", referring to the 55%
profit margins of the
Macintosh II.
This policy began to backfire in the last years of the decade as new desktop publishing programs appeared on
PC clones
that offered some or much of the same functionality of the Macintosh
but at far lower price points. The company lost its monopoly in this
market and had already estranged many of its original consumer customer
base who could no longer afford their high-priced products. The
Christmas season of 1989 was the first in the company's history that saw
declining sales, and led to a 20% drop in Apple's stock price.
Gassée's objections were overruled, and he was forced from the company
in 1990. Later that year, Apple introduced three lower cost models, the
Macintosh Classic,
Macintosh LC and
Macintosh IIsi, all of which saw significant sales due to pent-up demand.
In 1991, Apple introduced the
PowerBook, replacing the "luggable"
Macintosh Portable 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 operating system which added color to the
interface and introduced new networking capabilities. It remained the
architectural basis for the
Classic Mac OS. The success of the PowerBook and other products brought increasing revenue.
For some time, Apple was doing incredibly well, introducing fresh new
products and generating increasing profits in the process. The magazine
MacAddict named the period between 1989 and 1991 as the "first golden age" of the Macintosh.
Apple believed the
Apple II series was too expensive to produce and took away sales from the low-end Macintosh. In the 1990s, Apple released the
Macintosh LC,
and began efforts to promote that computer by advising developer
technical support staff to recommend developing applications for
Macintosh rather than Apple II, and authorizing salespersons to direct
consumers towards Macintosh and away from Apple II. The
Apple IIe was discontinued in 1993.
1991–1997: Decline and restructuring
The
Penlite was Apple's first attempt at a tablet computer. Created in
1992, the project was designed to bring the Mac OS to a tablet – but was
shelved in favor of the Newton.
The success of Apple's lower-cost consumer models, especially the LC,
also led to cannibalization of their higher priced machines. To address
this, management introduced several new brands, selling largely
identical machines at different price points aimed at different markets.
These were the high-end
Quadra, the mid-range
Centris line, and the ill-fated
Performa series. This led to significant market confusion, as customers did not understand the difference between models.
Throughout this period, Microsoft continued to gain market share with
Windows
by focusing on delivering software to cheap commodity personal
computers, while Apple was delivering a richly engineered but expensive
experience.
Apple relied on high profit margins and never developed a clear
response; instead, they sued Microsoft for using a GUI similar to the
Apple Lisa in
Apple Computer, Inc. v. Microsoft Corp.
The lawsuit dragged on for years before it was finally dismissed. At
this time, a series of major product flops and missed deadlines sullied
Apple's reputation, and Sculley was replaced as CEO by
Michael Spindler.
The Newton was Apple's first foray into the PDA
markets, as well as one of the first in the industry. Though failing
financially at the time of its release, it helped pave the way for the PalmPilot and Apple's own iPhone and iPad in the future.
By the early 1990s, Apple was developing alternative platforms to the Macintosh, such as
A/UX.
The Macintosh platform itself was becoming outdated because it was not
built for multitasking and because several important software routines
were programmed directly into the hardware. In addition, Apple was
facing competition from
OS/2 and
UNIX vendors such as
Sun Microsystems. The Macintosh would need to be replaced by a new platform or reworked to run on more powerful hardware.
In 1994, Apple allied with
IBM and
Motorola in the
AIM alliance with the goal of creating a new computing platform (the
PowerPC Reference Platform),
which would use 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 Microsoft. The same year,
Apple introduced the
Power Macintosh, the first of many Apple computers to use Motorola's
PowerPC processor.
In 1996, Spindler was replaced by
Gil Amelio as CEO. Amelio made numerous changes at Apple, including extensive layoffs and cut costs. After numerous failed attempts to improve Mac OS, first with the
Taligent project and later with
Copland and
Gershwin, Amelio chose to purchase
NeXT and its
NeXTSTEP operating system and bring Steve Jobs back to Apple.
1997–2007: Return to profitability
Power Mac was a line of Apple Macintosh
workstation-class personal computers based on various models of
PowerPC microprocessors that were developed from 1994 to 2006.
At the 1997
Macworld Expo, Jobs announced that Apple would join Microsoft to release new versions of
Microsoft Office for the Macintosh, and that Microsoft had made a $150
million investment in non-voting Apple stock. On November 10, 1997, Apple introduced the
Apple Online Store, which was tied to a new build-to-order manufacturing strategy.
The NeXT deal was finalized on February 9, 1997,
bringing Jobs back to Apple as an advisor. On July 9, 1997, Amelio was
ousted by the board of directors after overseeing a three-year
record-low stock price and crippling financial losses. Jobs acted as the
interim CEO and began restructuring the company's product line; it was
during this period that he identified the design talent of
Jonathan Ive, and the pair worked collaboratively to rebuild Apple's status.
On August 15, 1998, Apple introduced a new all-in-one computer reminiscent of the
Macintosh 128K: the
iMac. The iMac design team was led by Ive, who would later design the
iPod and the
iPhone. The iMac featured modern technology and a unique design, and sold almost 800,000 units in its first five months.
During this period,
Apple completed numerous acquisitions to create a portfolio of digital
production software for both professionals and consumers. In 1998, Apple
purchased
Macromedia's Key Grip software project, signaling an expansion into the
digital video
editing market. The sale was an outcome of Macromedia's decision to
solely focus upon web development software. The product, still
unfinished at the time of the sale, was renamed "
Final Cut Pro" when it was launched on the retail market in April 1999. The development of Key Grip also led to Apple's release of the consumer video-editing product
iMovie in October 1999. Next, Apple successfully acquired the German company Astarte, which had developed
DVD authoring
technology, as well as Astarte's corresponding products and engineering
team in April 2000. Astarte's digital tool DVDirector was subsequently
transformed into the professional-oriented
DVD Studio Pro software product. Apple then employed the same technology to create
iDVD for the consumer market.
In July 2001, Apple acquired Spruce Technologies, a PC DVD authoring
platform, to incorporate their technology into Apple's expanding
portfolio of digital video projects.
In 2002, Apple purchased
Nothing Real for their advanced digital
compositing application
Shake, as well as
Emagic for the music productivity application
Logic.
The purchase of Emagic made Apple the first computer manufacturer to
own a music software company. The acquisition was followed by the
development of Apple's consumer-level
GarageBand application. The release of
iPhoto in the same year completed the
iLife suite.
Mac OS X, based on NeXT's
OPENSTEP and
BSD Unix,
was released on March 24, 2001, after several years of development.
Aimed at consumers and professionals alike, Mac OS X aimed to combine
the stability, reliability, and security of
Unix with the ease of use afforded by an overhauled user interface. To aid users in migrating from
Mac OS 9, the new operating system allowed the use of OS 9 applications within Mac OS X via the
Classic Environment.
On May 19, 2001, Apple opened its first official eponymous
retail stores in Virginia and California. On October 23 of the same year, Apple debuted the
iPod
portable digital audio player. The product, which was first sold on
November 10, 2001, was phenomenally successful with over 100
million units sold within six years. In 2003, Apple's
iTunes Store was introduced. The service offered online
music downloads
for $0.99 a song and integration with the iPod. The iTunes Store
quickly became the market leader in online music services, with over
five billion downloads by June 19, 2008. Two years later, the iTunes Store was the world's largest music retailer.
The MacBook Pro, Apple's first laptop with an Intel microprocessor, introduced in 2006.
At the
Worldwide Developers Conference keynote address on June 6, 2005, Jobs announced that Apple would begin producing
Intel-based Mac computers in 2006. 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. The Power Mac, iBook and PowerBook brands were retired during the transition; the
Mac Pro,
MacBook, and MacBook Pro became their respective successors. On April 29, 2009,
The Wall Street Journal reported that Apple was building its own team of engineers to design microchips. Apple also introduced
Boot Camp in 2006 to help users install
Windows XP or
Windows Vista on their Intel Macs alongside Mac OS X.
Apple's success during this period was evident in its stock
price. Between early 2003 and 2006, the price of Apple's stock increased
more than tenfold, from around $6 per share (split-adjusted) to over
$80. In January 2006, Apple's
market cap surpassed that of
Dell. Nine years prior, Dell's CEO
Michael Dell had said that if he ran Apple he would "shut it down and give the money back to the shareholders."
Although Apple's market share in computers had grown, it remained far
behind its competitor Microsoft Windows, accounting for about 8% of
desktops and laptops in the US.
Since 2001, Apple's design team has progressively abandoned the use of translucent colored plastics first used in the
iMac G3. This design change began with the
titanium-made
PowerBook and was followed by the
iBook's white
polycarbonate structure and the flat-panel
iMac.
2007–2011: Success with mobile devices
During his keynote speech at the Macworld Expo on January 9, 2007,
Jobs announced that Apple Computer, Inc. would thereafter be known as
"Apple Inc.", because the company had shifted its emphasis from
computers to consumer electronics. This event also saw the announcement of the
iPhone and the
Apple TV. The company sold 270,000 iPhone units during the first 30 hours of sales, and the device was called "a game changer for the industry". Apple would achieve widespread success with its iPhone,
iPod Touch and
iPad products, which introduced innovations in
mobile phones,
portable music players and
personal computers respectively. Furthermore, by early 2007, 800,000 Final Cut Pro users were registered.
In an article posted on Apple's website on February 6, 2007, Jobs
wrote that Apple would be willing to sell music on the iTunes Store
without
digital rights management (DRM), thereby allowing tracks to be played on third-party players, if record labels would agree to drop the technology. 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.
Other record labels eventually followed suit and Apple published a
press release in January 2009 to announce the corresponding changes to
the iTunes Store.
In July 2008, Apple launched the
App Store to sell third-party applications for the
iPhone and
iPod Touch. 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. By October 2008, Apple was the third-largest mobile handset supplier in the world due to the popularity of the iPhone.
On December 16, 2008, Apple announced that 2009 would be the last
year the corporation would attend the Macworld Expo, after more than 20
years of attendance, and that senior vice president of Worldwide
Product Marketing
Phil Schiller
would deliver the 2009 keynote address in lieu of the expected Jobs.
The official press release explained that Apple was "scaling back" on
trade shows in general, including Macworld Tokyo and the Apple Expo in
Paris, France, primarily because the enormous successes of the Apple
Retail Stores and website had rendered trade shows a minor promotional
channel.
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". 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.
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 many 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 US. It sold more than 300,000 units on its
first day, and 500,000 by the end of the first week. In May of the same year, Apple's
market cap exceeded that of competitor
Microsoft for the first time since 1989.
In June 2010, Apple released the
iPhone 4, which introduced
video calling,
multitasking, and a new
uninsulated stainless steel design that acted as the phone's antenna. Later that year, Apple again refreshed its iPod line of MP3 players by introducing a
multi-touch iPod Nano, an
iPod Touch with
FaceTime, and an
iPod Shuffle that brought back the buttons of earlier generations. Additionally, on October 20, Apple updated the
MacBook Air laptop,
iLife suite of applications, and unveiled
Mac OS X Lion, the last version with the name
Mac OS X.
In October 2010, Apple shares hit an all-time high, eclipsing $300.
On January 6, 2011, the company opened its
Mac App Store, a digital software distribution platform similar to the iOS App Store.
Alongside peer entities such as Atari and Cisco Systems, Apple was featured in the documentary
Something Ventured, which premiered in 2011 and explored the three-decade era that led to the establishment and dominance of Silicon Valley.
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". Apple became the most valuable consumer-facing brand in the world. 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.
This would be the last product launch Jobs would attend before
his death. It has been argued that Apple has achieved such efficiency in
its supply chain that the company operates as a
monopsony (one buyer, many sellers) and can dictate terms to its suppliers. In July 2011, due to the
American debt-ceiling crisis, Apple's financial reserves were briefly larger than those of the
U.S. Government.
On August 24, 2011, Jobs resigned his position as CEO of Apple.
He was replaced by Cook and Jobs became Apple's chairman. Prior to
this, Apple did not have a chairman and instead had two co-lead
directors,
Andrea Jung and
Arthur D. Levinson, who continued with those titles until Levinson became chairman of the board in November.
2011–present: Post-Steve Jobs era; Tim Cook leadership
On October 5, 2011, Steve Jobs died, marking the end of an era for Apple. The first major product announcement by Apple following Jobs's passing occurred 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. Jobs had stated in his biography that he wanted to reinvent the textbook industry and education.
From 2011 to 2012, Apple released the
iPhone 4S and
iPhone 5, which featured improved cameras, an
intelligent software assistant named
Siri, and cloud-sourced data with iCloud; the
third and
fourth generation iPads, which featured
Retina displays; and the
iPad Mini, which featured a 7.9-inch screen in contrast to the iPad's 9.7-inch screen.
These launches were successful, with the iPhone 5 (released September
21, 2012) becoming Apple's biggest iPhone launch with over two million
pre-orders
and sales of three million iPads in three days following the launch of
the iPad Mini and fourth generation iPad (released November 3, 2012). Apple also released a third-generation 13-inch
MacBook Pro with a Retina display and new
iMac and
Mac Mini computers.
On August 20, 2012, Apple's rising stock price increased the company's market capitalization to a world-record $624
billion. This beat the non-inflation-adjusted record for market capitalization set by
Microsoft in 1999. On August 24, 2012, a US jury ruled that Samsung should pay Apple $1.05
billion (£665m) in damages in an
intellectual property lawsuit. Samsung appealed the damages award, which the Court reduced by $450
million. The Court further granted Samsung's request for a new trial.
On November 10, 2012, Apple confirmed a global settlement that would
dismiss all 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. It is predicted that Apple will make $280
million a year from this deal with HTC.
A previously confidential email written by Jobs a year before his death was presented during the proceedings of the
Apple Inc. v. Samsung Electronics Co.
lawsuits and became publicly available in early April 2014. With a
subject line that reads "Top 100 – A," the email was sent only to the
company's 100 most senior employees and outlines Jobs's vision of Apple
Inc.'s future under 10 subheadings. Notably, Jobs declares a "Holy War
with Google" for 2011 and schedules a "new campus" for 2015.
In March 2013, Apple filed a patent for an augmented reality (AR)
system that can identify objects in a live video stream and present
information corresponding to these objects through a computer-generated
information layer overlaid on top of the real-world image. The company also made several high-profile hiring decisions in 2013. On July 2, 2013, Apple recruited
Paul Deneve, Belgian President and CEO of
Yves Saint Laurent as a vice president reporting directly to Tim Cook. A mid-October 2013 announcement revealed that
Burberry executive
Angela Ahrendts
will commence as a senior vice president at Apple in mid-2014. Ahrendts
oversaw Burberry's digital strategy for almost eight years and, during
her tenure, sales increased to about US$3.2 billion and shares gained
more than threefold.
Alongside Google vice-president Vint Cerf and AT&T CEO
Randall Stephenson, Cook attended a closed-door summit held by President
Obama on August 8, 2013, in regard to government surveillance and the
Internet in the wake of the Edward Snowden
NSA incident. On February 4, 2014, Cook met with
Abdullah Gül, the
President of Turkey, in
Ankara to discuss the company's involvement in the
Fatih project.
In the first quarter of 2014, Apple reported sales of 51
million iPhones and 26
million
iPads, becoming all-time quarterly sales records. It also experienced a
significant year-over-year increase in Mac sales. This was contrasted
with a significant drop in iPod sales. In May 2014, the company 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 $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.
Apple has been at the top of
Interbrand's annual Best Global Brands report for 4 years in a row; 2013, 2014, 2015, and 2016, with a valuation of $178.1
billion.
In January 2016, it was announced that one billion Apple devices were in active use worldwide.
On May 12, 2016, Apple Inc., invested
US$1
billion in
DiDi, a Chinese
transportation network company.
The Information reported in October 2016 that Apple had taken a board seat in Didi Chuxing, a move that James Vincent of
The Verge speculated could be a strategic company decision by Apple to get closer to the automobile industry, particularly Didi Chuxing's reported interest in self-driving cars.
On June 6, 2016, Forbes released their list of companies ranked
on revenue generation. In the trailing fiscal year, Apple appeared on
the list as the top tech company. It ranked third, overall, with $233 billion in revenue. This represents a movement upward of two spots from the previous year's list.
On April 6, 2017, Apple launched
Clips,
an app that allows iPad and iPhone users to make and edit videos. The
app provides a way to produce short videos to share with other users on
the Messages app,
Instagram,
Facebook
and other social networks. Apple also introduced Live Titles for Clips
that allows users to add live animated captions and titles using their
voice.
In May 2017, Apple refreshed two of its website designs. Their
public relations
"Apple Press Info" website was changed to an "Apple Newsroom" site,
featuring a greater emphasis on imagery and therefore lower information
density, and combines press releases, news items, and photos. Its "Apple
Leadership" overview of company executives was also refreshed, adding a
simpler layout with a prominent header image and two-column text
fields.
9to5Mac noted the design similarities to several of Apple's redesigned apps in
iOS 10, particularly its
Apple Music and
News software.
In June 2017, Apple announced the
HomePod, its
smart speaker aimed to compete against
Sonos and
Amazon Echo. Towards the end of the year,
TechCrunch reported that Apple was acquiring
Shazam, a company specializing in music, TV, film and advertising recognition. The acquisition was confirmed a few days later, reportedly costing Apple $400
million, with media reports noting that the purchase looked like a move by Apple to get data and tools to bolster its
Apple Music streaming service. The purchase was approved by EU later in September 2018.
Also in June 2017, Apple appointed Jamie Erlicht and Zack Van
Amburg to head their 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. In June 2018, Apple signed the
Writer's Guild of America's minimum basic agreement and
Oprah Winfrey to a multi-year content partnership. Additional partnerships for original series include
Sesame Workshop and
DHX Media and its subsidiary Peanuts Worldwide as well as a partnership with
A24 to create original films.
As of January 2019, Apple has ordered twenty-one television series and
one film. Furthermore, there are five series in development at Apple.
On June 5, 2018, Apple deprecated
OpenGL across all Operating Systems and urges developers to use
Metal instead.
In August 2018, Apple purchased Akonia Holographics for its
augmented reality goggle lens. On February 14, 2019, Apple acquired DataTiger for its digital marketing technology.
Products
Mac
Macs currently in production:
- iMac: Consumer all-in-one desktop computer, introduced in 1998.
- Mac Mini: Consumer sub-desktop computer, introduced in 2005.
- MacBook: Consumer ultra-thin, ultra-portable notebook, introduced in 2006 and relaunched in 2015.
- MacBook Pro: Professional notebook, introduced in 2006.
- Mac Pro: Workstation desktop computer, introduced in 2006.
- MacBook Air: Consumer ultra-thin, ultra-portable notebook, introduced in 2008.
iPod
On October 23, 2001, Apple introduced the
iPod
digital music player. Several updated models have since been
introduced, and the iPod brand is now the market leader in portable
music players by a significant margin. More than 350
million units have shipped as of September 2012. Apple has partnered with
Nike to offer the
Nike+iPod Sports Kit, enabling runners to synchronize and monitor their runs with iTunes and the Nike+ website.
iPhone
At the
Macworld Conference & Expo in January 2007, Steve Jobs introduced the long-anticipated
iPhone, a convergence of an Internet-enabled
smartphone and iPod. The
first-generation iPhone was released on June 29, 2007, for $499 (4 GB) and $599 (8 GB) with an
AT&T contract. On February 5, 2008, it was updated to have 16 GB of memory, in addition to the 8 GB and 4 GB models. It combined a
2.5G quad band GSM and
EDGE cellular phone with features found in handheld devices, running scaled-down versions of Apple's
Mac OS X (dubbed iPhone OS, later renamed
iOS), with various Mac OS X applications such as
Safari and
Mail. It also includes web-based and
Dashboard apps such as
Google Maps and
Weather. The iPhone features a 3.5-inch (89 mm) touchscreen display,
Bluetooth, and
Wi-Fi (both "b" and "g").
A second version, the
iPhone 3G, was released on July 11, 2008, with a reduced price of $199 for the 8 GB version and $299 for the 16 GB version. This version added support for
3G networking and
assisted GPS
navigation. The flat silver back and large antenna square of the
original model were eliminated in favor of a glossy, curved black or
white back. Software capabilities were improved with the release of the
App Store, which provided iPhone-compatible applications to download. On April 24, 2009, the App Store surpassed one billion downloads. On June 8, 2009, Apple announced the
iPhone 3GS.
It provided an incremental update to the device, including faster
internal components, support for faster 3G speeds, video recording
capability, and voice control.
At the
Worldwide Developers Conference (WWDC) on June 7, 2010, Apple announced the redesigned
iPhone 4. It featured a 960 × 640 display, the
Apple A4 processor, a
gyroscope for enhanced gaming, a 5MP camera with LED flash, front-facing
VGA camera and
FaceTime
video calling. Shortly after its release, reception issues were
discovered by consumers, due to the stainless steel band around the edge
of the device, which also serves as the phone's cellular signal and
Wi-Fi antenna. The issue was corrected by a "Bumper Case" distributed by
Apple for free to all owners for a few months. In June 2011, Apple
overtook
Nokia to become the world's biggest smartphone maker by volume. On October 4, 2011, Apple unveiled the
iPhone 4S, which was first released on October 14, 2011. It features the
Apple A5 processor and
Siri voice assistant technology, the latter of which Apple had acquired in 2010. It also features an updated 8MP camera with new optics. Apple began a new
accessibility feature, Made for iPhone
Hearing Aids with the iPhone 4S.
Made for iPhone Hearing Aids feature Live Listen, it can help the user
hear a conversation in a noisy room or hear someone speaking across the
room. Apple sold 4
million iPhone 4S phones in the first three days of availability.
On September 12, 2012, Apple introduced the
iPhone 5. It has a 4-inch display, 4G LTE connectivity, and the upgraded
Apple A6 chip, among several other improvements. Two million iPhones were sold in the first twenty-four hours of pre-ordering and over five million handsets were sold in the first three days of its launch. Upon the launch of the
iPhone 5S and
iPhone 5C,
Apple set a new record for first-weekend smartphone sales by selling
over nine million devices in the first three days of its launch. The release of the iPhone 5S and 5C was the first time that Apple simultaneously launched two models.
A patent filed in July 2013 revealed the development of a new
iPhone battery system that uses location data in combination with data
on the user's habits to moderate the handsets power settings
accordingly. Apple is working towards a power management system that
will provide features such as the ability of the iPhone to estimate the
length of time a user will be away from a power source to modify energy
usage and a detection function that adjusts the charging rate to best
suit the type of power source that is being used.
In a March 2014 interview, Apple designer
Jonathan Ive
used the iPhone as an example of Apple's ethos of creating
high-quality, life-changing products. He explained that the phones are
comparatively expensive due to the intensive effort that is used to make
them:
We don't take so long and make the
way we make for fiscal reasons ... Quite the reverse. The body is made
from a single piece of machined aluminium ... The whole thing is
polished first to a mirror finish and then is very finely textured,
except for the Apple logo. The chamfers [smoothed-off edges] are cut
with diamond-tipped cutters. The cutters don't usually last very long,
so we had to figure out a way of mass-manufacturing long-lasting ones.
The camera cover is sapphire crystal. Look at the details around the
SIM-card slot. It's extraordinary!
On September 9, 2014, Apple introduced the
iPhone 6, alongside the
iPhone 6 Plus that both have screen sizes over 4-inches. One year later, Apple introduced the
iPhone 6S, and
iPhone 6S Plus,
which introduced a new technology called 3D Touch, including an
increase of the rear camera to 12 MP, and the FaceTime camera to 5 MP. On March 21, 2016, Apple introduced the
iPhone SE that has a 4-inch screen size last used with the 5S and has nearly the same internal hardware as the 6S.
In July 2016, Apple announced that one billion iPhones had been sold.
On September 7, 2016, Apple introduced the
iPhone 7 and the
iPhone 7 Plus,
which feature improved system and graphics performance, add water
resistance, a new rear dual-camera system on the 7 Plus model, and,
controversially, remove the 3.5 mm headphone jack.
A silver iPhone 8 alongside a gold 8 Plus.
On September 12, 2017, Apple introduced the
iPhone 8 and
iPhone 8 Plus,
standing as evolutionary updates to its previous phones with a faster
processor, improved display technology, upgraded camera systems and
wireless charging. The company also announced
iPhone X, which radically changes the hardware of the iPhone lineup, removing the home button in favor of
facial recognition technology and featuring a near
bezel-less design along with
wireless charging.
On September 12, 2018, Apple introduced the
iPhone XS,
iPhone XS Max and
iPhone XR.
The iPhone XS and iPhone XS Max features Super Retina displays, a
faster and improved dual camera system that offers breakthrough photo
and video features, the first 7-nanometer chip in a smartphone — the A12
Bionic chip with next-generation Neural Engine — faster Face ID, wider
stereo sound and introduces Dual SIM to iPhone. The iPhone XR comes in
an all-screen glass and aluminium design with the most advanced LCD in a
smartphone featuring a 6.1-inch Liquid Retina display, A12 Bionic chip
with next-generation Neural Engine, the TrueDepth camera system, Face ID
and an advanced camera system that creates dramatic portraits using a
single camera lens.
iPad
On January 27, 2010, Apple introduced their much-anticipated media
tablet, the
iPad.
It offers multi-touch interaction with multimedia formats including
newspapers, e-books, photos, videos, music, word processing documents,
video games, and most existing iPhone apps using a 9.7-inch screen. It also includes a mobile version of
Safari for web browsing, as well as access to the App Store,
iTunes Library,
iBookstore, Contacts, and Notes. Content is downloadable via
Wi-Fi and optional
3G service or synced through the user's computer.
AT&T was initially the sole U.S. provider of 3G wireless access for the iPad.
On March 2, 2011, Apple introduced the
iPad 2, which had a faster processor and a camera on the front and back. It also added support for optional 3G service provided by
Verizon in addition to
AT&T. The availability of the iPad 2 was initially limited as a result of a devastating
earthquake and tsunami in Japan in March 2011.
The third-generation iPad was released on March 7, 2012, and marketed as "
the new iPad". It added
LTE service from AT&T or Verizon, an upgraded
A5X
processor, and Retina display. The dimensions and form factor remained
relatively unchanged, with the new iPad being a fraction thicker and
heavier than the previous version and featuring minor positioning
changes.
On October 23, 2012, Apple's fourth-generation iPad came out, marketed as the "
iPad with Retina display". It added the upgraded
A6X processor and replaced the traditional 30-pin dock connector with the all-digital
Lightning connector. The
iPad Mini was also introduced. It featured a reduced 7.9-inch display and much of the same internal specifications as the iPad 2.
On October 22, 2013, Apple introduced the
iPad Air and the iPad Mini with Retina Display, both featuring a new 64-bit Apple A7 processor.
The
iPad Air 2
was unveiled on October 16, 2014. It added better graphics and central
processing and a camera burst mode as well as minor updates. The
iPad Mini 3 was unveiled at the same time.
Since its launch, iPad users have downloaded over three billion apps. The total number of App Store downloads, as of June 2015, is over 100 billion.
On September 9, 2015, Apple announced the
iPad Pro, an iPad with a 12.9-inch display that supports two new accessories, the
Smart Keyboard and
Apple Pencil. An updated
IPad Mini 4 was announced at the same time. A 9.7-inch iPad Pro was announced on March 21, 2016.
[258]
On June 5, 2017, Apple announced a new iPad Pro with a 10.5-inch
display to replace the 9.7 inch model and an updated 12.9-inch model.
Apple Watch
The Apple Watch quickly became the best-selling wearable device, with the shipment of 11.4 million smart watches in the first half of 2015, according to analyst firm Canalys.
The original Apple Watch
smartwatch was announced by Tim Cook on September 9, 2014, being introduced as a product with health and fitness-tracking. It was released on April 24, 2015.
The second generation of Apple Watch,
Apple Watch Series 2, was released in September 2016, featuring greater water resistance, a faster processor, and brighter display.
On September 12, 2017, Apple introduced the
Apple Watch Series 3 featuring
LTE cellular connectivity, giving the wearable independence from an iPhone except for the setup process.
On September 12, 2018, Apple introduced the
Apple Watch Series 4, featuring new display, electrocardiogram and fall detection.
Apple TV
At the 2007 Macworld conference, Jobs demonstrated the
Apple TV (previously known as the iTV),
a set-top video device intended to bridge the sale of content from
iTunes with high-definition televisions. The device links up to a user's
TV and syncs, either via Wi-Fi or a wired network, with one computer's
iTunes library and streams content from an additional four. The Apple TV
originally incorporated a 40 GB hard drive for storage, included
outputs for
HDMI and
component video, and played video at a maximum resolution of
720p. On May 30, 2007, a 160 GB hard disk drive was released alongside the existing 40 GB model. A software update released on January 15, 2008, allowed media to be purchased directly from the Apple TV.
In September 2009, Apple discontinued the original 40 GB Apple TV
and now continues to produce and sell the 160 GB Apple TV. On September
1, 2010, Apple released a completely redesigned Apple TV. The new
device is 1/4 the size, runs quieter, and replaces the need for a hard
drive with media streaming from any iTunes library on the network along
with 8 GB of
flash memory to
cache
media downloaded. Like the iPad and the iPhone, Apple TV runs on an A4
processor. The memory included in the device is half of that in the
iPhone 4 at 256 MB; the same as the iPad, iPhone 3GS, third and fourth-generation
iPod Touch.
It has HDMI out as the only video output source. Features include
access to the iTunes Store to rent movies and TV shows (purchasing has
been discontinued), streaming from internet video sources, including
YouTube and
Netflix,
and media streaming from an iTunes library. Apple also reduced the
price of the device to $99. A third generation of the device was
introduced at an Apple event on March 7, 2012, with new features such as
higher resolution (1080p) and a new user interface.
At the September 9, 2015, event, Apple unveiled an overhauled Apple TV, which now runs a variant of
macOS, called
tvOS,
and contains 32GB or 64 GB of NAND Flash to store games, programs, and
to cache the current media playing. The release also coincided with the
opening of a separate Apple TV App Store and a new
Siri Remote with a glass
touchpad,
gyroscope, and
microphone.
At the September 12, 2017 event, Apple released a new
4K Apple TV with the same form factor as the 4th Generation model. The 4K model is powered by the
A10X SoC designed in-house that also powers their second-generation iPad Pro. The 4K model also has support for
high dynamic range.
HomePod
Apple's first smart speaker, the
HomePod was released on February 9, 2018 after being delayed from its initial December 2017 release. It also features 7
tweeters in the base, a four-inch
woofer in the top, and six microphones for voice control and acoustic optimization
On September 12, 2018, Apple announced that HomePod is adding new
features—search by lyrics, set multiple timers, make and receive phone
calls, Find My iPhone, Siri Shortcuts—and Siri languages.
Software
Apple develops its own
operating systems to run on its devices, including
macOS for Mac personal computers,
iOS for its iPhone, iPad and iPod Touch smartphones and tablets,
watchOS for its Apple Watch smartwatches, and
tvOS for its Apple TV digital media player.
Apple also offers online services with
iCloud, which provides
cloud storage and synchronization for a wide range of user data, including documents, photos, music, device backups, and application data, and
Apple Music, its music and video
streaming service.
Electric vehicles
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. In addition to the company's solar energy production, Apple has received regulatory approval to construct a
landfill gas energy plant in
North Carolina. Apple will use the
methane emissions to generate electricity. Apple's North Carolina data center is already powered entirely with energy from renewable sources.
Corporate identity
Logo
First Apple logo (1976–77)
First official logo (1977–98)
Apple third logo (1998–03)
Current logo (since 2003)
According to Steve Jobs, the company's name was inspired by his visit to an apple farm while on a
fruitarian diet. Jobs thought the name "Apple" was "fun, spirited and not intimidating".
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. Janoff presented Jobs with several
different monochromatic themes for the "bitten" logo, and Jobs
immediately took a liking to it. However, Jobs insisted that the logo be
colorized to humanize the company. The logo was designed with a bite so that it would not be confused with a cherry.
The colored stripes were conceived to make the logo more accessible,
and to represent the fact the Apple II could generate graphics in color. This logo is often erroneously referred to as a tribute to
Alan Turing, with the bite mark a reference to
his method of suicide. Both Janoff and Apple deny any homage to Turing in the design of the logo.
On August 27, 1999 (the year following the introduction of the
iMac G3),
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 to 2003, and a glass-themed version was used from 2007 to 2013.
Steve Jobs and Steve Wozniak were
Beatles fans, but Apple Inc. had name and logo trademark issues with
Apple Corps Ltd., a multimedia company started by the Beatles in 1967. This resulted in a
series of lawsuits and tension between the two companies. These issues ended with the settling of their lawsuit in 2007.
Advertising
Apple's first slogan, "
Byte into an Apple", was coined in the late 1970s. From 1997 to 2002, the slogan "
Think Different" was used in advertising campaigns, and is still closely associated with Apple. Apple also has slogans for specific product lines — for example, "iThink, therefore iMac" was used in 1998 to promote the iMac, and "Say hello to iPhone" has been used in iPhone advertisements. "Hello" was also used to introduce the original Macintosh,
Newton, iMac ("hello (again)"), and iPod.
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 towards effective
advertising and marketing for its products. However, claims made by
later campaigns
were criticized, particularly the 2005 Power Mac ads. Apple's product advertisements gained a lot of attention as a result of their eye-popping graphics and catchy tunes.
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".
Apple owns a
YouTube channel where they release advertisements, tips, and introductions for their devices.
Brand loyalty
The scenes I witnessed at the opening of the new Apple store in London's Covent Garden were more like an evangelical prayer meeting than a chance to buy a phone or a laptop.
—Alex Riley, writing for the BBC
Apple customers gained a reputation for devotion and loyalty early in the company's history.
BYTE in 1984 stated that
There are two kinds of people in
the world: people who say Apple isn't just a company, it's a cause; and
people who say Apple isn't a cause, it's just a company. Both groups are
right. Nature has suspended the principle of noncontradiction where
Apple is concerned.
Apple is more than just a company because its founding has some
of the qualities of myth ... Apple is two guys in a garage undertaking
the mission of bringing computing power, once reserved for big
corporations, to ordinary individuals with ordinary budgets. The
company's growth from two guys to a billion-dollar corporation
exemplifies the American Dream. Even as a large corporation, Apple plays David to IBM's Goliath, and thus has the sympathetic role in that myth.
Apple aficionados wait in line around an Apple Store in Shanghai in anticipation of a new product.
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," while Ive explained in 2014 that "People have an incredibly personal relationship" with Apple's products.
Apple Store openings and new product releases can draw crowds of hundreds, with some waiting in line as much as a day before the opening. The opening of
New York City's
Fifth Avenue "Cube" store in 2006 became the setting of a marriage proposal, and had visitors from Europe who flew in for the event.
In June 2017, a newlywed couple took their wedding photos inside the
then-recently opened Orchard Road Apple Store in Singapore.
The high level of brand loyalty has been criticized and ridiculed,
applying the epithet "Apple fanboy" and mocking the lengthy lines before
a product launch.
An internal memo leaked in 2015 suggested the company planned to
discourage long lines and direct customers to purchase its products on
its website.
Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012. On September 30, 2013, Apple surpassed
Coca-Cola to become the world's most valuable brand in the
Omnicom Group's "Best Global Brands" report.
Boston Consulting Group has ranked Apple as the world's most innovative brand every year since 2005.
The New York Times in 1985 stated that "Apple above all else is a marketing company". John Sculley agreed, telling
The Guardian
newspaper in 1997 that "People talk about technology, but Apple was a
marketing company. It was the marketing company of the decade." Research in 2002 by
NetRatings
indicate that the average Apple consumer was usually more affluent and
better educated than other PC company consumers. The research indicated
that this correlation could stem from the fact that on average Apple
Inc. products were more expensive than other PC products.
In response to a query about the devotion of loyal Apple consumers, Jonathan Ive responded:
What people are responding to is much bigger than the object. They
are responding to something rare—a group of people who do more than
simply make something work, they make the very best products they
possibly can. It's a demonstration against thoughtlessness and
carelessness.
Home page
The Apple website
home page has been used to commemorate, or pay tribute to, milestones and events outside of Apple's product offerings:
Headquarters
Apple Inc.'s world corporate headquarters are located in the middle of
Silicon Valley, at 1–6
Infinite Loop,
Cupertino, California. This Apple campus has six buildings that total 850,000 square feet (79,000 m
2) and was built in 1993 by Sobrato Development Cos.
Apple has a satellite campus in neighboring
Sunnyvale, California, where it houses a testing and research laboratory.
AppleInsider
published article in March 2014 claiming that Apple has a tucked away a
top-secret facility where is developing the SG5 electric vehicle
project code named "Titan" under the shell company name
SixtyEight Research.
External view of the Steve Jobs Theater at Apple Park in Cupertino, California, USA. Taken before the beginning of Apple's first shareholder meeting held in the theater.
In 2006, Apple announced its intention to build a
second campus in Cupertino about 1 mile (1.6 km) east of the current campus and next to Interstate 280. The new campus building has been designed by
Norman Foster.
The Cupertino City Council approved the proposed "spaceship" design
campus on October 15, 2013, after a 2011 presentation by Jobs detailing
the architectural design of the new building and its environs. The new
campus is planned to house up to 13,000 employees in one central,
four-storied, circular building surrounded by extensive landscape. It
will feature a café with room for 3,000 sitting people and parking
underground as well as in a parking structure. The 2.8
million square foot facility will also include Jobs's original designs for a fitness center and a corporate auditorium.
Panorama of the Auditorium in the Steve Jobs Theater at Apple Park in Cupertino, California, USA. Taken before the beginning of Apple's first shareholder meeting held in the theater.
Apple has expanded its campuses in
Austin, Texas concurrently with building Apple Park in Cupertino. The expansion consists of two locations, with one having 1.1
million square feet of workspace, and the other 216,000 square feet. Apple will invest $1 billion to build the North Austin campus.
At the biggest location, 6,000 employees work on technical support,
manage Apple's network of suppliers to fulfill product shipments, aid in
maintaining
iTunes Store and
App Store, handle economy, and continuously update
Apple Maps with new data. At its smaller campus, 500 engineers work on next-generation processor chips to run in future Apple products.
Apple's headquarters for Europe, the Middle East and Africa (EMEA) are located in
Cork in the south of
Ireland. The facility, which opened in 1980, was Apple's first location outside of the United States.
Apple Sales International, which deals with all of Apple's
international sales outside of the US, is located at Apple's campus in
Cork along with Apple Distribution International, which similarly deals with Apple's international distribution network.
On April 20, 2012, Apple added 500 new jobs at its European
headquarters, increasing the total workforce from around 2,800 to 3,300
employees. The company will build a new office block on its Hollyhill Campus to accommodate the additional staff. Its
United Kingdom headquarters is at
Stockley Park on the outskirts of London.
In February 2015, Apple opened their new 180,000-square-foot headquarters in
Herzliya,
Israel,
which will accommodate approximately 800 employees. This opening was
Apple's third office located within Israel; the first, also in Herzliya,
was obtained as part of the
Anobit acquisition, and the other is a research center in
Haifa.
In December 2015, Apple bought the 70,000-square-foot manufacturing facility in North San Jose previously used by
Maxim Integrated, in an $18.2
million deal.
Stores
The first Apple Stores were originally opened as two locations in May 2001 by then-
CEO Steve Jobs, after years of attempting but failing store-within-a-store concepts.
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. Jobs relaunched Apple's online store in 1997, and opened the first two physical stores in 2001. The media initially speculated that Apple would fail,
but its stores were highly successful, bypassing the sales numbers of
competing nearby stores and within three years reached US$1 billion in
annual sales, becoming the fastest retailer in history to do so.
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. Strong product sales have placed Apple among the top-tier retail stores, with sales over $16 billion globally in 2011.
In May 2016,
Angela Ahrendts, Apple's current Senior Vice President of Retail, unveiled a significantly redesigned Apple Store in
Union Square,
San Francisco,
featuring large glass doors for the entry, open spaces, and rebranded
rooms. In addition to purchasing products, consumers can get advice and
help from "Creative Pros" – individuals with specialized knowledge of
creative arts; get product support in a tree-lined Genius Grove; and
attend sessions, conferences and community events,
with Ahrendts commenting that the goal is to make Apple Stores into
"town squares", a place where people naturally meet up and spend time. The new design will be applied to all Apple Stores worldwide, a process that has seen stores temporarily relocate or close.
Many Apple Stores are located inside shopping malls, but Apple
has built several stand-alone "flagship" stores in high-profile
locations. 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.
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.
Apple's notable brand loyalty among consumers causes long lines of
hundreds of people at new Apple Store openings or product releases. Due to the popularity of the brand, Apple receives a large number of job applications, many of which come from young workers.
Although Apple Store employees receive above-average pay, are offered
money toward education and health care, and receive product discounts, there are limited or no paths of career advancement. A May 2016 report with an anonymous retail employee highlighted a
hostile work environment
with harassment from customers, intense internal criticism, and a lack
of significant bonuses for securing major business contracts.
Corporate affairs
Corporate culture
Universities with the most alumni at Apple
Apple was 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. According to a 2011 report in
Fortune, this has resulted in a corporate culture more akin to a startup rather than a multinational corporation.
As the company has grown and been led by a series of differently
opinionated chief executives, it has arguably lost some of its original
character. Nonetheless, it has maintained a reputation for fostering
individuality and excellence that reliably attracts talented workers,
particularly after Jobs returned to the company. Numerous Apple
employees have stated that projects without Jobs's involvement often
took longer than projects with it.
At Apple, employees are specialists who are not exposed to functions
outside their area of expertise. Jobs saw this as a means of having
"best-in-class" employees in every role. For instance,
Ron Johnson—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 Cook,
who had a background in supply-chain management).
Apple is also known for strictly enforcing accountability. Each project
has a "directly responsible individual," or "DRI" in Apple jargon. As an example, when iOS senior vice president
Scott Forstall refused to sign Apple's official apology for numerous errors in the redesigned
Maps app, he was forced to resign.
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 company typically grants stock options to executives every other
year.
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. In September 2017, Apple announced that it had over 123,000 full-time employees.
In December 2017,
Glassdoor named
Facebook
the best place to work, according to reviews from anonymous employees,
with Apple dropping to 48th place, having originally entered at rank 19
in 2009, peaking at rank 10 in 2012, and falling down the ranks in
subsequent years.
Lack of innovation
An editorial article in
The Verge
in September 2016 by technology journalist Thomas Ricker explored some
of the public's perceived lack of innovation at Apple in recent years,
specifically stating that Samsung has "matched and even surpassed Apple
in terms of smartphone industrial design" and citing the belief that
Apple is incapable of producing another breakthrough moment in
technology with its products. He goes on to write that the criticism
focuses on individual pieces of hardware rather than the ecosystem as a
whole, stating "Yes, iteration is boring. But it's also how Apple does
business. [...] It enters a new market and then refines and refines and
continues refining until it yields a success". He acknowledges that
people are wishing for the "excitement of revolution", but argues that
people want "the comfort that comes with harmony". Furthermore, he
writes that "a device is only the starting point of an experience that
will ultimately be ruled by the ecosystem in which it was spawned",
referring to how decent hardware products can still fail without a
proper ecosystem (specifically mentioning that
Walkman
didn't have an ecosystem to keep users from leaving once something
better came along), but how Apple devices in different hardware segments
are able to communicate and cooperate through the
iCloud
cloud service with features including Universal Clipboard (in which
text copied on one device can be pasted on a different device) as well
as inter-connected device functionality including Auto Unlock (in which
an
Apple Watch can unlock a
Mac in close proximity). He argues that Apple's ecosystem is its greatest innovation.
The Wall Street Journal reported in June 2017 that Apple's increased reliance on
Siri, its
virtual personal assistant, has raised questions about how much Apple can actually accomplish in terms of functionality. Whereas
Google and
Amazon make use of
big data and analyze customer information to personalize results, Apple has a strong
pro-privacy stance, intentionally not retaining user data. "Siri is a textbook of
leading on something in tech
and then losing an edge despite having all the money and the talent and
sitting in Silicon Valley", Holger Mueller, a technology analyst, told
the
Journal. The report further claims that development on Siri
has suffered due to team members and executives leaving the company for
competitors, a lack of ambitious goals, and shifting strategies. Though
switching Siri's functions to
machine learning and
algorithms, which dramatically cut its error rate, the company reportedly still failed to anticipate the popularity of Amazon's
Echo, which features the
Alexa
personal assistant. Improvements to Siri stalled, executives clashed,
and there were disagreements over the restrictions imposed on
third-party app interactions. While Apple acquired an England-based
startup specializing in conversational assistants, Google's
Assistant had already become capable of helping users select Wi-Fi networks by voice, and Siri was lagging in functionality.
In December 2017, two articles from
The Verge and
ZDNet
debated what had been a particularly devastating week for Apple's macOS
and iOS software platforms. The former had experienced a severe
security vulnerability, in which Macs running the then-latest
macOS High Sierra
software were vulnerable to a bug that let anyone gain administrator
privileges by entering "root" as the username in system prompts, leaving
the password field empty and twice clicking "unlock", gaining full
access. The bug was publicly disclosed on
Twitter, rather than through proper
bug bounty programs.
Apple released a security fix within a day and issued an apology,
stating that "regrettably we stumbled" in regards to the security of the
latest updates.
After installing the security patch, however, file sharing was broken
for users, with Apple releasing a support document with instructions to
separately fix that issue.
Though Apple publicly stated the promise of "auditing our development
processes to help prevent this from happening again", users who
installed the security update while running the older 10.13.0 version of
the High Sierra operating system rather than the then-newest 10.13.1
release experienced that the "root" security vulnerability was
re-introduced, and persisted even after fully updating their systems.
On iOS, a date bug caused iOS devices that received local app
notifications at 12:15am on December 2, 2017 to repeatedly restart. Users were recommended to turn off notifications for their apps. Apple quickly released an update, done during the nighttime in Cupertino, California time and outside of their usual software release window, with one of the headlining features of the update needing to be delayed for a few days. The combined problems of the week on both macOS and iOS caused
The Verge's
Tom Warren to call it a "nightmare" for Apple's software engineers and
described it as a significant lapse in Apple's ability to protect its
more than 1 billion devices.
ZDNet's Adrian Kingsley-Hughes wrote that "it's hard to not come away from the last week with the feeling that Apple is slipping".
Kingsley-Hughes also concluded his piece by referencing an earlier
article, in which he wrote that "As much as I don't want to bring up the
tired old "Apple wouldn't have done this under Steve Jobs' watch"
trope, a lot of what's happening at Apple lately is different from what
the [
sic]
came to expect under Jobs. Not to say that things didn't go wrong under
his watch, but product announcements and launches felt a lot tighter
for sure, as did the overall quality of what Apple was releasing." He
did, however, also acknowledge that such failures "may indeed have
happened" with Jobs in charge, though returning to the previous praise
for Jobs' quality, stating "it's almost guaranteed that given his
personality that heads would have rolled, which limits future failures".
Manufacturing
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".
During the Mac's early history Apple generally refused to adopt
prevailing industry standards for hardware, instead creating their own. 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.
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.
India's requirement that 30% of products sold be manufactured in the
country was described as "really adds cost to getting product to
market". In October 2013, Indian Apple executives unveiled a plan for selling devices through instalment plans and
store-within-a-store
concepts, in an effort to expand further into the market. The news
followed Cook's acknowledgment of the country in July when sales results
showed that iPhone sales in India grew 400% during the second quarter
of 2013. In March 2016,
The Times of India reported that Apple had sought permission from the Indian government to sell
refurbished iPhones in the country. However, two months later, the application was rejected, citing official country policy. In May 2016, Apple opened an iOS app development center in
Bangalore and a maps development office for 4,000 staff in Hyderabad. In February 2017, Apple once again requested permission to sell used iPhones in the country. The same month,
Bloomberg reported that Apple was close to receiving permission to open its first retail store in the country. In March,
The Wall Street Journal reported that Apple would begin manufacturing iPhone models in India "over the next two months", and in May, the
Journal wrote that an Apple manufacturer had begun production of
iPhone SE in the country, while Apple told
CNBC that the manufacturing was for a "small number" of units.
Reuters
reported in December 2017, that Apple and the Indian government were
clashing over planned increases to import taxes for components used in
mobile phone production, with Apple having engaged in talks with
government officials to try to delay the plans, but the Indian
government sticking to its policies of no exemptions to its "Made in
India" initiative.
The import tax increases went into effect a few days later, with Apple
being hurt the most out of all phone manufacturers, having nine of out
ten phones imported into the country, whereas main smartphone competitor
Samsung produces almost all of its devices locally.
In May 2017, the company announced a $1 billion funding project for "advanced manufacturing" in the United States, and subsequently invested $200
million in
Corning Inc., a manufacturer of toughened
Gorilla Glass technology used in its
iPhone devices. 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".
Labor practices
The company advertised its products as being made in America 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".
In 2006, the
Mail on Sunday reported on the working conditions of the Chinese factories where contract manufacturers
Foxconn and
Inventec produced the iPod.
The article stated that one complex of factories that assembled the
iPod and other items had over 200,000 workers living and working within
it. Employees regularly worked more than 60 hours per week and made
around $100 per month. A little over half of the workers' earnings was
required to pay for rent and food from the company.
Apple immediately launched an investigation after the 2006 media
report, and worked with their manufacturers to ensure acceptable working
conditions. In 2007, Apple started yearly audits of all its suppliers regarding
worker's rights, slowly raising standards and pruning suppliers that did not comply. Yearly progress reports have been published since 2008. In 2011, Apple admitted that its suppliers' child labor practices in China had worsened.
The
Foxconn suicides occurred between January and November 2010, when 18
Foxconn (Chinese: 富士康) employees attempted
suicide,
resulting in 14 deaths—the company was the world's largest contract
electronics manufacturer, for clients including Apple, at the time. The suicides drew media attention, and employment practices at Foxconn were investigated by Apple. Apple issued a public statement about the suicides, and company spokesperson Steven Dowling said:
[Apple is] saddened and upset by the recent suicides at Foxconn ... A
team from Apple is independently evaluating the steps they are taking
to address these tragic events and we will continue our ongoing
inspections of the facilities where our products are made.
The statement was released after the results from the company's probe
into its suppliers' labor practices were published in early 2010.
Foxconn was not specifically named in the report, but Apple identified a
series of serious labor violations of labor laws, including Apple's own
rules, and some child labor existed in a number of factories. Apple committed to the implementation of changes following the suicides.
Also in 2010, workers in China planned to sue iPhone contractors
over poisoning by a cleaner used to clean LCD screens. One worker
claimed that he and his coworkers had not been informed of possible
occupational illnesses.
After a high suicide rate in a Foxconn facility in China making iPads
and iPhones, albeit a lower rate than that of China as a whole, workers were forced to sign a legally binding document guaranteeing that they would not kill themselves. Workers in factories producing Apple products have also been exposed to n-
hexane, a
neurotoxin that is a cheaper alternative than alcohol for cleaning the products.
A 2014 BBC investigation found excessive hours and other problems
persisted, despite Apple's promise to reform factory practice after the
2010 Foxconn suicides. The Pegatron factory was once again the subject
of review, as reporters gained access to the working conditions inside
through recruitment as employees. While the BBC maintained that the
experiences of its reporters showed that labor violations were
continuing since 2010, Apple publicly disagreed with the BBC and stated:
"We are aware of no other company doing as much as Apple to ensure fair
and safe working conditions".
In December 2014, the
Institute for Global Labour and Human Rights
published a report which documented inhumane conditions for the 15,000
workers at a Zhen Ding Technology factory in Shenzhen, China, which
serves as a major supplier of circuit boards for Apple's iPhone and
iPad. According to the report, workers are pressured into 65-hour work
weeks which leaves them so exhausted that they often sleep during lunch
breaks. They are also made to reside in "primitive, dark and filthy
dorms" where they sleep "on plywood, with six to ten workers in each
crowded room." Omnipresent security personnel also routinely harass and
beat the workers.
Environmental practices and initiatives
Energy and resources
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.
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.
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".
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".
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."
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. 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. 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, the increased activity in retail, corporate and data centers also increase the amount of water use to 573
million gallons in 2015.
During an event on March 21, 2016, Apple provided a status update
on its environmental initiative to be 100% 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. Apple working in partnership with
Conservation Fund, have preserved 36,000 acres of working forests in
Maine and
North Carolina. Another partnership announced is with the
World Wildlife Fund to preserve up to 1,000,000 acres of forests in China. Featured was the company's installation of a 40
MW solar power plant in the
Sichuan province of
China
that was tailor-made to coexist with the indigenous yaks that eat hay
produced on the land, by raising the panels to be several feet off of
the ground so the yaks and their feed would be unharmed grazing beneath
the array. This installation alone compensates for more than all of the
energy used in Apple's Stores and Offices in the whole of China,
negating the company's energy carbon footprint in the country. In
Singapore,
Apple has worked with the Singaporean government to cover the rooftops
of 800 buildings in the city-state with solar panels allowing Apple's
Singapore operations to be run on 100% renewable energy. Liam was
introduced to the world, an advanced robotic disassembler and sorter
designed by Apple Engineers in California specifically for recycling
outdated or broken iPhones. Reuses and recycles parts from traded in
products.
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. 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.
Toxins
Following further campaigns by Greenpeace, in 2008, Apple became the first electronics manufacturer to fully eliminate all
polyvinyl chloride (PVC) and
brominated flame retardants (BFRs) in its complete product line. 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. 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. In June 2009, Apple's
iPhone 3GS was free of PVC, arsenic, and BFRs.
All Apple products now have mercury-free LED-backlit LCD displays,
arsenic-free glass, and non-PVC cables. All Apple products have EPEAT
Gold status and beat the latest Energy Star guidelines in each product's
respective regulatory category.
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. Greenpeace praises Apple's
sustainability,
noting that the company exceeded its 70% global recycling goal in 2010.
It continues to score well on the products rating with all Apple
products now being free of PVC plastic and BFRs. However, the guide
criticizes Apple on the Energy criteria for not seeking external
verification of its greenhouse gas emissions data and for not setting
out any targets to reduce emissions. In January 2012, Apple requested that its cable maker, Volex, begin producing
halogen-free USB and power cables.
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 company. The
green bond proceeds are dedicated to the financing of environmental
projects.
Finance
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. 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.
The company's worldwide annual revenue in 2013 totaled $170
billion. 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. 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.
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.
| Year
|
Revenue
in mil. USD
|
Net income
in mil. USD
|
Total Assets
in mil. USD
|
Employees
|
| 2000
|
7,983
|
786
|
6,803
|
|
| 2001
|
5,363
|
−25
|
6,021
|
|
| 2002
|
5,742
|
65
|
6,298
|
|
| 2003
|
6,207
|
69
|
6,815
|
|
| 2004
|
8,279
|
274
|
8,050
|
|
| 2005
|
13,931
|
1,328
|
11,516
|
14,800
|
| 2006
|
19,315
|
1,989
|
17,205
|
17,800
|
| 2007
|
24,578
|
3,495
|
25,347
|
21,600
|
| 2008
|
37,491
|
6,119
|
36,171
|
32,000
|
| 2009
|
42,905
|
8,235
|
47,501
|
34,300
|
| 2010
|
65,225
|
14,013
|
75,183
|
46,600
|
| 2011
|
108,249
|
25,922
|
116,371
|
60,400
|
| 2012
|
156,508
|
41,733
|
176,064
|
72,800
|
| 2013
|
170,910
|
37,037
|
207,000
|
80,300
|
| 2014
|
182,795
|
39,510
|
231,839
|
92,600
|
| 2015
|
233,715
|
53,394
|
290,345
|
110,000
|
| 2016
|
215,639
|
45,687
|
321,686
|
116,000
|
| 2017
|
229,234
|
48,351
|
375,319
|
123,000
|
| 2018
|
265,595
|
59,531
|
365,725
|
132,000
|
Tax practices
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.
British Conservative Party Member of Parliament
Charlie Elphicke published research on October 30, 2012,
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
corporation tax. 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.
In 2015,
Reuters reported that Apple had earnings abroad of $54.4
billion which were untaxed by the
IRS of the United States. Under U.S. tax law governed by the
IRC,
corporations don't pay income tax on overseas profits unless the
profits are repatriated into the United States and as such Apple argues
that to benefit its
shareholders it will leave it overseas until a repatriation holiday or comprehensive tax reform takes place in the United States.
On July 12, 2016 the
Central Statistics Office (Ireland) announced that 2015 Irish
GDP had grown by 26.3%, and 2015 Irish
GNP had grown by 18.7%. The figures attracted international scorn, and were labelled by Nobel-prize winning economist,
Paul Krugman, as
leprechaun economics.
It was not until 2018 that Irish economists could definitively prove
that the 2015 growth was due to Apple restructuring its controversial
double Irish subsidiaries (Apple Sales International), which Apple converted into a new Irish
capital allowances for intangible assets tax scheme (expires in January 2020). The affair required the
Central Bank of Ireland to create a new measure of Irish economic growth,
Modified GNI* to replace Irish GDP, given the distortion of Apple's tax schemes. Irish GDP is 143% of Irish Modified GNI*.
On August 30, 2016, after
a two-year investigation, the EU Competition Commissioner concluded Apple received "illegal State aid" from Ireland. The EU ordered Apple to pay 13
billion euros ($14.5
billion), plus interest, in unpaid Irish taxes for 2004-2014. It is the largest tax fine in history. The Commission found that Apple had benefitted from a private Irish
Revenue Commissioners tax ruling regarding its
double Irish tax structure, Apple Sales International (ASI). Instead of using two companies for its
double Irish structure, Apple was given a ruling to split ASI into two internal "branches". The Chancellor of
Austria,
Christian Kern, put this decision into perspective by stating that "every
Viennese cafe, every sausage stand pays more tax in Austria than a multinational corporation".
As of April 24, 2018, Apple agreed to start paying €13 billion
in back taxes to the Irish government, the repayments will be held in an
escrow account while Apple and the Irish government continue their
appeals in EU courts.
Ownership
Apple Inc. is a
joint-stock company registered with the
SEC. As of 20 July 2018, it has 4,829,926,000 outstanding shares. These are mainly held by institutional investors and funds.
- 7.21% (348,468,032): The Vanguard Group, Inc.
- 6.62% (319,715,585): BlackRock Inc.
- 5.22% (251,955,877): Berkshire Hathaway, Inc.
- 4.32% (208,739,070): State Street Corporation
- 2.52% (121,724,426): FMR, LLC
- 2.24% (108,093,912): Vanguard Total Stock Market Index Fund
- 1.71% (82,373,427): Vanguard 500 Index Fund
- 1.5% (72,476,069): T. Rowe Price Associates Inc.
- 1.36% (65,684,289): Northern Trust Corporation
- 1.35% (65,251,364): SPDR S&P 500 ETF Trust
- 1.18% (57,205,596): Vanguard Institutional Index Fund-Institutional Index Fund
- 1.17% (56,447,158): Geode Capital Management, LLC
- 1.1% (53,301,694): Bank of New York Mellon Corporation
- 1.07% (51,621,255): JP Morgan Chase and Co.
Litigation
Apple has been a participant in various legal proceedings and claims since it began operation.
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.
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. 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.
Privacy stance
Apple has a notable pro-privacy stance, actively making
privacy-conscious features and settings part of its conferences,
promotional campaigns, and public image. With its
iOS 8
mobile operating system in 2014, the company started encryption all
contents of iOS devices through users' passcodes, making it impossible
for the company to provide customer data to law enforcement requests
seeking such information. 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 storage system.
It also introduced "differential privacy", a way to collect
crowdsourced data from many users, while keeping individual users
anonymous, in a system that
Wired
described as "trying to learn as much as possible about a group while
learning as little as possible about any individual in it". Users are explicitly asked if they want to participate, and can actively opt-in or opt-out.
However, Apple aids law enforcement in criminal investigations by providing iCloud backups of users' devices, and the company's commitment to privacy has been questioned by its efforts to promote
biometric authentication technology in its newer
iPhone models, which don't have the same level of
constitutional privacy as a passcode in the United States.
Charitable causes
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, generating more than
US$20 million, and in March 2017, it released an
iPhone 7 with a red color finish.
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, and in 2017 it donated $5
million to relief efforts for both
Hurricane Irma and
Hurricane Harvey, as well as for the
2017 Central Mexico earthquake. The company has also used its
iTunes platform to encourage donations, including, but not limited to, help the American Red Cross in the aftermath of the
2010 Haiti earthquake, followed by similar procedure in the aftermath of the
2011 Japan earthquake,
Typhoon Haiyan in the
Philippines in November 2013, and
European migrant crisis in September 2015.
Apple 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.
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.
Criticism and controversies
Apple has been criticised for alleged
unethical business practices such as
anti-competitive behavior, rash litigation, and dubious tax tactics, production methods involving the use of
sweatshop labor, customer service issues involving allegedly misleading warranties and insufficient
data security,
as well as its products' environmental footprint. Critics have claimed
that Apple products combine stolen and/or purchased designs that Apple
claims are its original creations. Additionally, it has been criticized for its alleged collaboration with the U.S. surveillance program
PRISM.
Apple has dealt with a number of issues regarding music over the
years, including issues with the European Union regarding iTunes, trouble over updating the Spotify app on Apple devices and collusion with record labels.
Apple has also faced scrutiny for its tax practices, including using a
Double Irish Arrangement to reduce the amount of taxes it pays.
A 2013 US Senate report claimed that Apple hadn't paid corporate taxes
for five years due to its deals with the Irish government. In 2016, the European Union ordered Apple to pay a fine for its actions.
GNOME Shell (Gnome‑3)
Windows on a Wayland compositor
A twm X Window System environment
"Wikipedia-themed" GUI_in_GNOME_3.8.png)
.jpg)
