Компания была основана для производства и продажи персонального компьютера Apple I Возняка . Ее второй компьютер, Apple II , стал бестселлером как один из первых серийно выпускаемых микрокомпьютеров . Apple представила Lisa в 1983 году и Macintosh в 1984 году, как одни из первых компьютеров, использующих графический пользовательский интерфейс и мышь . К 1985 году внутренние проблемы компании привели к тому, что Джобс ушел, чтобы основать NeXT, Inc. , [7] а Возняк ушел в другие предприятия; Джон Скалли занимал пост генерального директора в течение десятилетия. В 1990-х годах Apple потеряла значительную долю рынка в индустрии персональных компьютеров из-за более дешевой дуополии Wintel операционной системы Microsoft Windows на клонах ПК на базе Intel . В 1997 году Apple была в нескольких неделях от банкротства . Чтобы решить свою провальную стратегию операционной системы, она купила NeXT, фактически вернув Джобса в компанию, который вернул Apple к прибыльности в течение следующего десятилетия с представлением устройств iMac , iPod , iPhone и iPad , получивших признание критиков, а также iTunes Store , запустив кампанию « Думай иначе » и открыв розничную сеть Apple Store . Эти шаги вывели Apple на уровень одного из самых дорогих брендов в мире примерно с 2010 года. Джобс ушел в отставку в 2011 году по состоянию здоровья и умер два месяца спустя; его сменил на посту генерального директора Тим Кук .
В 1976 году Стив Джобс и Стив Возняк совместно основали Apple в доме родителей Джобса на Крист Драйв в Лос-Альтосе, Калифорния . [13] Возняк назвал распространенное мнение о том, что компания была основана в гараже, «немного мифом» [14], хотя они перенесли некоторые операции в гараж, когда в спальне стало слишком тесно. [15]Apple I — первый продукт Apple, разработанный Возняком и продаваемый в виде собранной печатной платы без необходимой клавиатуры, монитора, блока питания и дополнительного корпуса.Apple II , представленный в 1977 году и разработанный в основном Возняком, стал первым крупным успехом компании.
Apple Computer Company была основана 1 апреля 1976 года Стивом Джобсом , Стивом Возняком и Рональдом Уэйном как партнёрство . [13] [16] Первым продуктом компании стал Apple I , компьютер, полностью спроектированный и собранный вручную Возняком. [17] Чтобы профинансировать его создание, Джобс продал свой Volkswagen Bus , а Возняк продал свой калькулятор HP-65 . [18] : 57 Ни один из них не получил полную цену продажи, но в общей сложности заработал 1300 долларов (что эквивалентно 7000 долларов в 2023 году). Возняк дебютировал с первым прототипом Apple I в Homebrew Computer Club в июле 1976 года. [19] Apple I продавался как материнская плата с ЦП , ОЗУ и базовыми текстово-видеочипами — базовая концепция комплекта, которая ещё не была продана как полноценный персональный компьютер. [20] Вскоре после дебюта он стоил 666,66 долларов (что эквивалентно 3600 долларам в 2023 году). [21] [22] : 180 Возняк позже сказал, что не знал о совпадении знака зверя в числе 666, и что он придумал такую цену, потому что ему нравились «повторяющиеся цифры». [23]
Apple Computer, Inc. была зарегистрирована 3 января 1977 года [24] [25] без Уэйна, который ушел и продал свою долю компании обратно Джобсу и Возняку за 800 долларов всего через двенадцать дней после того, как стал ее соучредителем. [26] Мультимиллионер Майк Марккула предоставил Джобсу и Возняку необходимую деловую экспертизу и финансирование в размере 250 000 долларов (что эквивалентно 1 257 000 долларов в 2023 году) во время регистрации Apple. [27] В течение первых пяти лет работы доходы росли экспоненциально, удваиваясь примерно каждые четыре месяца. В период с сентября 1977 года по сентябрь 1980 года годовые продажи выросли с 775 000 долларов до 118 миллионов долларов США , что составляет средний годовой темп роста 533%. [28]
Apple II , также разработанный Возняком, был представлен 16 апреля 1977 года на первой выставке West Coast Computer Faire . [29] Он отличается от своих основных конкурентов, TRS-80 и Commodore PET , своей цветной графикой на основе ячеек символов и открытой архитектурой . Apple I и ранние модели Apple II используют обычные аудиокассеты в качестве устройств хранения данных, которые были заменены 5+1 ⁄ 4 -дюймовый дисковод и интерфейс, названный Disk II в 1978 году. [30] [31]
Apple II был выбран в качестве настольной платформы для первого убойного приложения в деловом мире: VisiCalc , программы для работы с электронными таблицами , выпущенной в 1979 году. [30] VisiCalc создал корпоративный рынок для Apple II и дал домашним пользователям дополнительную причину купить Apple II: совместимость с офисом, [30] но доля рынка Apple II осталась позади домашних компьютеров, произведенных такими конкурентами, как Atari , Commodore и Tandy . [32] [33]
12 декабря 1980 года Apple (тикерный символ «AAPL») вышла на биржу, продав 4,6 миллиона акций по цене 22 доллара за акцию (0,10 доллара за акцию с поправкой на дробление акций по состоянию на 3 сентября 2022 года [update]), [25] сгенерировав более 100 миллионов долларов, что было больше капитала, чем любое IPO со времен Ford Motor Company в 1956 году. [34] К концу дня было создано 300 миллионеров, включая Джобса и Возняка, при цене акций 29 долларов за акцию [35] и рыночной капитализации в 1,778 миллиарда долларов. [34] [35]
В декабре 1979 года Стив Джобс и сотрудники Apple, включая Джефа Раскина , посетили Xerox PARC , где они увидели Xerox Alto , оснащенный графическим пользовательским интерфейсом (GUI). Впоследствии Apple договорилась о доступе к технологиям PARC, что привело к возможности Apple купить акции по льготной ставке. Этот визит повлиял на решение Джобса внедрить GUI в продукты Apple, начиная с Apple Lisa . Несмотря на то, что Lisa была пионером в качестве компьютера с графическим пользовательским интерфейсом для массового рынка, она страдала от высокой стоимости и ограниченных возможностей программного обеспечения, что привело к коммерческому провалу.
Джобс, разгневанный тем, что его вытеснили из команды Lisa, взял на себя управление подразделением Macintosh компании . Возняк и Раскин представляли Macintosh как недорогой компьютер с текстовым интерфейсом, как у Apple II, но авиакатастрофа в 1981 году заставила Возняка отойти от проекта. Джобс быстро переопределил Macintosh как графическую систему, которая будет дешевле Lisa, подрывая свое бывшее подразделение. [36] Джобс также враждебно относился к подразделению Apple II, которое в то время приносило большую часть дохода компании. [37]
В 1984 году Apple выпустила Macintosh, первый персональный компьютер без встроенного языка программирования . [38] Его дебют был отмечен телевизионной рекламой « 1984 » стоимостью 1,5 миллиона долларов США , снятой Ридли Скоттом и показанной в третьем квартале Суперкубка XVIII 22 января 1984 года. [39] Это было воспринято как переломный момент для успеха Apple [40] и названо «шедевром» CNN [41] и одной из величайших телевизионных реклам всех времен TV Guide [42 ]
Реклама вызвала большой интерес к Macintosh , и продажи изначально были хорошими, но начали резко снижаться после первых трех месяцев, поскольку начали поступать отзывы. Джобс требовал 128 килобайт оперативной памяти, что ограничивало его скорость и программное обеспечение в пользу стремления к прогнозируемой цене в 1000 долларов (что эквивалентно 2900 долларам в 2023 году). Macintosh поставлялся за 2495 долларов (что эквивалентно 7300 долларам в 2023 году), цена, раскритикованная критиками из-за его медленной работы. [43] : 195 В начале 1985 года этот спад продаж спровоцировал борьбу за власть между Стивом Джобсом и генеральным директором Джоном Скалли , которого Джобс нанял из Pepsi двумя годами ранее [44], сказав: «Вы хотите продавать сахарную воду до конца своей жизни или пойти со мной и изменить мир?» [45] Скалли сместил Джобса с поста главы подразделения Macintosh при единогласной поддержке совета директоров Apple. [46]
Совет директоров поручил Скалли сдерживать Джобса и его способность запускать дорогостоящие набеги на непроверенные продукты. Вместо того, чтобы подчиниться указаниям Скалли, Джобс попытался отстранить его от руководства. [47] Жан-Луи Гассе сообщил Скалли, что Джобс пытался организовать переворот в совете директоров , и созвал экстренное заседание, на котором руководство Apple встало на сторону Скалли и отстранило Джобса от всех операционных обязанностей. [47] Джобс ушел из Apple в сентябре 1985 года и взял с собой нескольких сотрудников Apple, чтобы основать NeXT . [48] Возняк также оставил свою активную работу в Apple в начале 1985 года, чтобы заняться другими начинаниями, выразив свое разочарование отношением Apple к подразделению Apple II и заявив, что компания «двигалась в неправильном направлении в течение последних пяти лет». [37] [49] [50] Возняк остался работать в Apple в качестве представителя, [49] получая стипендию, оцениваемую в 120 000 долларов в год. [22] Джобс и Возняк остались акционерами Apple после своего ухода. [51]
Это доминирующее положение на рынке настольных издательских систем [54] позволило компании сосредоточиться на более высоких ценовых точках, так называемой «политике высокого права», названной по положению на графике цены против прибыли. Новые модели, продаваемые по более высоким ценовым точкам, предлагали более высокую норму прибыли и, по-видимому, не оказывали никакого влияния на общие продажи, поскольку продвинутые пользователи схватывали каждое увеличение скорости. Хотя некоторые беспокоились о том, что цены вытеснят их с рынка, политика высокого права была в полной силе к середине 1980-х годов из-за лозунга Жана-Луи Гассе «пятьдесят пять или умри», ссылаясь на 55% норму прибыли Macintosh II . [55] : 79–80
Эта политика начала давать обратный эффект в конце десятилетия, когда программы для настольных издательских систем появились на совместимых с IBM PC с некоторыми из тех же функций Macintosh по гораздо более низким ценам. Компания потеряла свое доминирующее положение на рынке настольных издательских систем и отдалила многих из своих первоначальных клиентов-потребителей, которые больше не могли позволить себе продукцию Apple. Рождественский сезон 1989 года стал первым в истории компании, когда продажи упали, что привело к падению стоимости акций Apple на 20%. [55] : 117–129 В этот период отношения между Скалли и Гассе ухудшились, что привело к тому, что Скалли фактически понизил Гассе в должности в январе 1990 года, назначив Майкла Шпиндлера главным операционным директором . [56] Гассе покинул компанию позже в том же году, чтобы основать конкурирующую компанию Be, Inc. [57]
Компания изменила стратегию и в октябре 1990 года представила три недорогие модели: Macintosh Classic , Macintosh LC и Macintosh IIsi , все из которых генерировали значительные продажи из-за неудовлетворенного спроса. [58] В 1991 году Apple представила чрезвычайно успешный PowerBook с дизайном, который задал текущую форму почти для всех современных ноутбуков. В том же году Apple представила System 7 , крупное обновление операционной системы Macintosh, добавив цвет в интерфейс и представив новые сетевые возможности.
Успех недорогих Mac и PowerBook принес увеличение доходов. [59] В течение некоторого времени дела у Apple шли очень хорошо, она представляла новые продукты и увеличивала прибыль. Журнал MacAddict назвал период между 1989 и 1991 годами «первым золотым веком» Macintosh. [60]
PenLite — первый прототип планшетного компьютера Apple, созданный в 1992 году для переноса Mac OS на планшет. Он был отменен в пользу Newton . [61]
Успех недорогих потребительских Mac, особенно LC, поглотил более дорогие машины. Чтобы решить эту проблему, руководство представило несколько новых брендов, продавая в основном идентичные машины по разным ценам для разных рынков: серия Quadra высокого класса, серия Centris среднего класса и серия Performa , ориентированная на потребителей . Это привело к значительной путанице среди потребителей между столькими моделями. [62]
В 1993 году серия Apple II была снята с производства. Она была дорогой в производстве, и компания решила, что все еще поглощает продажи от более дешевых моделей Macintosh. После запуска LC Apple призвала разработчиков создавать приложения для Macintosh, а не для Apple II, и уполномочила продавцов перенаправлять потребителей с Apple II на Macintosh. [63] Apple IIe был снят с производства в 1993 году. [64]
В течение всего этого периода Microsoft продолжала набирать долю рынка с Windows , сосредоточившись на поставке программного обеспечения для недорогих персональных компьютеров, в то время как Apple поставляла богато спроектированный, но дорогой опыт. [66] Apple полагалась на высокую маржу прибыли и так и не разработала четкого ответа; она подала в суд на Microsoft за создание графического интерфейса, похожего на Lisa в деле Apple Computer, Inc. против Microsoft Corp. [67] Судебный процесс тянулся годами и в конце концов был отклонен. Основные провалы продуктов и быстрая потеря доли рынка Windows запятнали репутацию Apple, и в 1993 году Скалли был заменен на посту генерального директора Майклом Шпиндлером . [68]
Power Macintosh 6100 , представленный в 1994 году, стал первой новой моделью домашнего компьютера Apple после перехода на процессоры PowerPC .
Под руководством Шпиндлера Apple, IBM и Motorola сформировали альянс AIM в 1994 году для создания новой вычислительной платформы ( PowerPC Reference Platform или PReP) с оборудованием IBM и Motorola в сочетании с программным обеспечением Apple. Альянс AIM надеялся, что производительность PReP и программное обеспечение Apple оставят ПК далеко позади и, таким образом, будут противостоять доминированию Windows. В том же году Apple представила Power Macintosh , первый из многих компьютеров с процессором PowerPC от Motorola . [69]
В результате альянса Apple открылась для идеи разрешить Motorola и другим компаниям создавать клоны Macintosh . В течение следующих двух лет было представлено 75 различных моделей клонов Macintosh. Однако к 1996 году руководители Apple были обеспокоены тем, что клоны каннибализируют продажи ее собственных высококлассных компьютеров, где норма прибыли была самой высокой. [70]
В 1996 году Шпиндлера на посту генерального директора сменил Джил Амелио , которого наняли за его репутацию корпоративного реабилитатора. Амелио провел глубокие изменения, включая масштабные увольнения и сокращение расходов. [71]
Этот период также был отмечен многочисленными неудачными попытками модернизировать операционную систему Macintosh (MacOS). Оригинальная операционная система Macintosh ( System 1 ) не была создана для многозадачности (запуска нескольких приложений одновременно). Компания попыталась исправить это, внедрив кооперативную многозадачность в System 5, но все же решила, что ей нужен более современный подход. [72] Это привело к проекту Pink в 1988 году, A/UX в том же году, Copland в 1994 году и оценке покупки BeOS в 1996 году. Переговоры с Be зашли в тупик, когда генеральный директор, бывший руководитель Apple Жан-Луи Гассе , потребовал 300 миллионов долларов в отличие от предложения Apple в 125 миллионов долларов. [73] Всего за несколько недель до банкротства [ 74 ] совет директоров Apple отдал предпочтение NeXTSTEP и купил NeXT в конце 1996 года за 400 миллионов долларов, сохранив Стива Джобса . [75]
1997–2007: Возвращение к прибыльности
Приобретение NeXT было завершено 9 февраля 1997 года, [7] и совет директоров вернул Джобса в Apple в качестве советника. 9 июля 1997 года Джобс устроил переворот в совете директоров, который привел к отставке Амелио после того, как он наблюдал за рекордно низкой ценой акций в течение трех лет и понес огромные финансовые убытки. Совет директоров назначил Джобса временным генеральным директором, и он немедленно пересмотрел линейку продуктов. Джобс отменил 70% моделей, положив конец 3000 рабочим местам и сократив до минимума свои компьютерные предложения. [76]
В следующем месяце, в августе 1997 года, Стив Джобс убедил Microsoft сделать инвестиции в Apple в размере 150 миллионов долларов и взять на себя обязательство продолжить разработку программного обеспечения для Mac. [77] Это было расценено как «антимонопольный страховой полис» для Microsoft, которая недавно урегулировала с Министерством юстиции вопрос о антиконкурентной практике в деле США против Microsoft Corp. [78] Примерно в то же время Джобс передал внутреннюю библиотеку и архивы Apple Стэнфордскому университету , чтобы сосредоточиться больше на настоящем и будущем, а не на прошлом. [79] [80] Он прекратил сделки по клонированию Mac и в сентябре 1997 года купил крупнейшего производителя клонов Power Computing . [81] 10 ноября 1997 года был запущен веб-сайт Apple Store , который был привязан к новой модели производства по заказу, аналогичной успеху производителя ПК Dell . [82] Эти шаги окупились для Джобса: к концу его первого года на посту генерального директора компания получила прибыль в размере 309 миллионов долларов. [76]
6 мая 1998 года Apple представила новый компьютер «все в одном», напоминающий оригинальный Macintosh: iMac . iMac имел огромный успех: за первые пять месяцев было продано 800 000 единиц [83] , и он положил начало серьезным переменам в отрасли, отказавшись от устаревших технологий, таких как 3+1 ⁄ 2 -дюймовая дискета, которая была одним из первых устройств сUSBи поставлялась с предустановленным подключением к Интернету («i» в iMac)[84]через Ethernet и модем коммутируемого доступа. Ее поразительная каплевидная форма и полупрозрачные материалы были разработаныДжонатаном Айвом, нанятым Амелио, и который сотрудничал с Джобсом более десяти лет, чтобы изменить дизайн продуктов Apple.[85][86]
Чуть больше года спустя, 21 июля 1999 года, Apple представила потребительский ноутбук iBook . Он стал кульминацией стратегии Джобса по производству только четырех продуктов: усовершенствованных версий настольного компьютера Power Macintosh G3 и ноутбука PowerBook G3 для профессионалов, а также настольного компьютера iMac и ноутбука iBook для потребителей. Джобс сказал, что небольшая линейка продуктов позволила больше сосредоточиться на качестве и инновациях. [87]
Примерно в то же время Apple также совершила многочисленные приобретения, чтобы создать портфель программного обеспечения для цифрового производства медиа как для профессионалов, так и для потребителей. Apple приобрела проект программного обеспечения для цифрового видеомонтажа Key Grip компании Macromedia , который был запущен как Final Cut Pro в апреле 1999 года . [88] Разработка Key Grip также привела к выпуску Apple продукта для редактирования видео для потребителей iMovie в октябре 1999 года. [89] Apple приобрела немецкую компанию Astarte в апреле 2000 года, которая разработала программное обеспечение для создания DVD DVDirector, которое Apple переупаковала в профессионально-ориентированный DVD Studio Pro , и повторно использовала его технологию для создания iDVD для потребительского рынка. [89] В 2000 году Apple приобрела программное обеспечение аудиоплеера SoundJam MP у Casady & Greene . Apple переименовала программу iTunes , упростила пользовательский интерфейс и добавила запись CD. [90]
В 2001 году Apple изменила курс тремя объявлениями. Во-первых, 24 марта 2001 года Apple объявила о выпуске новой современной операционной системы Mac OS X. Это произошло после многочисленных неудачных попыток в начале 1990-х годов и нескольких лет разработки. Mac OS X основана на NeXTSTEP , OpenStep и BSD Unix , чтобы объединить стабильность, надежность и безопасность Unix с простотой использования переработанного пользовательского интерфейса.
Во-вторых, в мае 2001 года открылись первые два розничных магазина Apple Store в Вирджинии и Калифорнии, предлагая улучшенную презентацию продукции компании. [91] [92] [93] В то время многие предполагали, что магазины потерпят неудачу, но они стали очень успешными и первыми из более чем 500 магазинов по всему миру. [94] [95] В-третьих, 23 октября 2001 года дебютировал портативный цифровой аудиоплеер iPod . Продукт был впервые продан 10 ноября 2001 года и имел феноменальный успех: за шесть лет было продано более 100 миллионов единиц. [96]
iTunes Store добился большого успеха в формировании индустрии легальной загрузки музыки ; диаграмма показывает количество песен, проданных с 2003 по 2010 год.
В 2003 году был представлен iTunes Store с загрузкой музыки по 99 центов за песню и интеграцией iPod. Он быстро стал лидером рынка онлайн-музыкальных сервисов, с более чем 5 миллиардами загрузок к 19 июня 2008 года. [97] Два года спустя iTunes Store стал крупнейшим в мире розничным продавцом музыки. [98]
В 2002 году Apple приобрела Nothing Real для своего передового приложения для цифровой композиции Shake [99] и Emagic для музыкального приложения Logic . Покупка Emagic сделала Apple первым производителем компьютеров , владеющим компанией музыкального программного обеспечения. За приобретением последовала разработка потребительского приложения GarageBand от Apple . [100] Выпуск iPhoto в том же году завершил разработку пакета iLife . [101]
MacBook Pro — первый ноутбук Apple с микропроцессором Intel , представленный в 2006 году.
В программной речи на Всемирной конференции разработчиков 6 июня 2005 года Джобс объявил, что Apple откажется от процессоров PowerPC, а Mac перейдет на процессоры Intel в 2006 году. [102] 10 января 2006 года новые MacBook Pro и iMac стали первыми компьютерами Apple, использующими процессор Intel Core Duo . К 7 августа 2006 года Apple перешла на чипы Intel для всей линейки продуктов Mac — более чем на год раньше, чем было объявлено. [102] Бренды Power Mac, iBook и PowerBook были упразднены во время перехода; их преемниками стали Mac Pro , MacBook и MacBook Pro. [103] Apple также представила Boot Camp в 2006 году, чтобы помочь пользователям установить Windows XP или Windows Vista на свои Intel Mac вместе с Mac OS X. [104]
Успех Apple в этот период был очевиден по цене акций . В период с начала 2003 по 2006 год цена акций Apple выросла более чем в десять раз, с примерно 6 долларов за акцию ( с поправкой на дробление ) до более чем 80 долларов. [105] Когда в январе 2006 года Apple превзошла рыночную капитализацию Dell , [106] Джобс отправил сотрудникам Apple электронное письмо, в котором сказал, что генеральный директор Dell Майкл Делл должен взять свои слова обратно. [107] Девятью годами ранее Делл сказал, что если он будет управлять Apple, то «закроет ее и вернет деньги акционерам». [108]
2007–2011: Успех на мобильных устройствах
Недавно анонсированный iPhone был представлен на выставке MacWorld Expo 2007 .
Во время своей программной речи на выставке Macworld Expo 9 января 2007 года Джобс объявил о переименовании Apple Computer, Inc. в Apple Inc., поскольку компания расширила свое внимание с компьютеров на потребительскую электронику. [109] На этом мероприятии также были анонсированы iPhone [110] и Apple TV . [111] Компания продала 270 000 устройств iPhone за первые 30 часов продаж, [112] и устройство было названо «переломным моментом для отрасли». [113]
В статье, опубликованной на сайте Apple 6 февраля 2007 года, Джобс написал, что Apple будет готова продавать музыку в iTunes Store без управления цифровыми правами , тем самым позволяя воспроизводить треки на сторонних проигрывателях, если звукозаписывающие компании согласятся отказаться от этой технологии. [114] 2 апреля 2007 года Apple и EMI совместно объявили об удалении технологии DRM из каталога EMI в iTunes Store, вступающем в силу в мае 2007 года. [115] Другие звукозаписывающие компании в конечном итоге последовали их примеру, и Apple опубликовала пресс-релиз в январе 2009 года, чтобы объявить, что все песни в iTunes Store доступны без их FairPlay DRM. [116]
В июле 2008 года Apple запустила App Store для продажи сторонних приложений для iPhone и iPod Touch . [117] В течение месяца магазин продал 60 миллионов приложений и зарегистрировал средний дневной доход в размере 1 миллиона долларов, а Джобс в августе 2008 года предположил, что App Store может стать миллиардным бизнесом для Apple. [118] К октябрю 2008 года Apple стала третьим по величине поставщиком мобильных телефонов в мире благодаря популярности iPhone. [119]
Подключенный iPod Classic ; Apple работала с другими производителями над созданием специальных док-станций «Made for iPod» .
14 января 2009 года Джобс объявил во внутренней служебной записке, что он возьмет шестимесячный отпуск по болезни в Apple до конца июня 2009 года и потратит это время на свое здоровье. В электронном письме Джобс заявил, что «любопытство по поводу моего личного здоровья продолжает отвлекать не только меня и мою семью, но и всех остальных в Apple», и объяснил, что перерыв позволит компании «сосредоточиться на поставке экстраординарных продуктов». [120] Хотя Джобс отсутствовал, Apple зафиксировала свой лучший квартал без праздников (Q1 FY 2009) во время рецессии с выручкой в 8,16 млрд долларов и прибылью в 1,21 млрд долларов. [121]
После многих лет спекуляций и многочисленных слухов о «утечках» Apple представила планшетное устройство с большим экраном, известное как iPad 27 января 2010 года. iPad работал на той же сенсорной операционной системе, что и iPhone, и все приложения iPhone были совместимы с iPad. Это дало iPad большой каталог приложений при запуске, хотя и имело очень мало времени на разработку перед выпуском. Позже в том же году, 3 апреля 2010 года, iPad был выпущен в США. Было продано более 300 000 единиц в первый день и 500 000 к концу первой недели. [122] В мае 2010 года рыночная капитализация Apple превысила капитализацию конкурента Microsoft впервые с 1989 года. [123]
17 января 2011 года Джобс объявил во внутренней служебной записке Apple, что он возьмет еще один отпуск по болезни на неопределенный срок, чтобы сосредоточиться на своем здоровье. Главный операционный директор Тим Кук взял на себя ежедневные операции Джобса в Apple, хотя Джобс по-прежнему будет «участвовать в принятии основных стратегических решений». [127] Apple стала самым ценным брендом, ориентированным на потребителя, в мире. [128] В июне 2011 года Джобс неожиданно вышел на сцену и представил iCloud , онлайн-сервис хранения и синхронизации музыки, фотографий, файлов и программного обеспечения, который заменил MobileMe , предыдущую попытку Apple синхронизировать контент. [129] Это был последний запуск продукта, на котором Джобс присутствовал перед своей смертью.
24 августа 2011 года Джобс ушел с поста генерального директора Apple. [130] Его заменил Кук, и Джобс стал председателем совета директоров Apple. В то время у Apple не было председателя совета директоров [131] , а вместо него было два со-ведущих директора, Андреа Юнг и Артур Д. Левинсон , [132] которые продолжали занимать эти должности до тех пор, пока Левинсон не сменил Джобса на посту председателя совета директоров в ноябре после смерти Джобса. [133]
2011–настоящее время: эпоха после увольнения Джобса, Тим Кук
5 октября 2011 года Стив Джобс умер, что ознаменовало конец целой эпохи для Apple. [134] Следующее крупное объявление о продукте от Apple состоялось 19 января 2012 года, когда Фил Шиллер из Apple представил учебники iBook для iOS и iBook Author для Mac OS X в Нью-Йорке. [135] В биографии Стива Джобса Джобс заявил , что он хотел бы переизобрести индустрию учебников и образования. [136]
С 2011 по 2012 год Apple выпустила iPhone 4S [137] и iPhone 5 [138] , которые отличались улучшенными камерами, интеллектуальным программным помощником Siri и синхронизацией данных с облаком с помощью iCloud; iPad третьего и четвертого поколений , которые имели дисплеи Retina [139] [140] и iPad Mini , который имел 7,9-дюймовый экран в отличие от 9,7-дюймового экрана iPad. [141] Эти запуски были успешными, причем iPhone 5 (выпущен 21 сентября 2012 года) стал крупнейшим запуском iPhone от Apple с более чем двумя миллионами предварительных заказов [142] и продажами трех миллионов iPad за три дня после запуска iPad Mini и iPad четвертого поколения (выпущен 3 ноября 2012 года). [143] Apple также выпустила 13-дюймовый MacBook Pro третьего поколения с дисплеем Retina и новые компьютеры iMac и Mac Mini . [140] [141] [144]
20 августа 2012 года рост стоимости акций Apple увеличил рыночную капитализацию компании до рекордных на тот момент 624 млрд долларов. Это побило рекорд рыночной капитализации без учета инфляции, установленный ранее Microsoft в 1999 году. [145] 24 августа 2012 года суд присяжных США постановил, что Samsung должна выплатить Apple 1,05 млрд долларов (665 млн фунтов стерлингов) в качестве компенсации за ущерб по иску об интеллектуальной собственности . [146] Samsung подала апелляцию на решение о возмещении ущерба, которое было уменьшено на 450 млн долларов [147] и далее удовлетворила просьбу Samsung о новом судебном разбирательстве. [147] 10 ноября 2012 года Apple подтвердила глобальное урегулирование, которое отклонило все существующие судебные иски между Apple и HTC до этой даты в пользу десятилетнего лицензионного соглашения на текущие и будущие патенты между двумя компаниями. [148] Прогнозируется, что Apple получит 280 миллионов долларов США в год от этой сделки с HTC. [149]
В мае 2014 года Apple подтвердила свое намерение приобрести аудиокомпанию Dr. Dre и Джимми Айовина Beats Electronics — производителя наушников и акустических систем «Beats by Dr. Dre», а также оператора сервиса потоковой передачи музыки Beats Music — за 3 миллиарда долларов США и продавать свою продукцию через розничные магазины и реселлеров Apple. Айовин считал, что Beats всегда «принадлежала» Apple, поскольку компания строила свою деятельность по образцу «непревзойденной способности Apple сочетать культуру и технологии». Это приобретение стало крупнейшей покупкой в истории Apple. [150]
Во время пресс-конференции 9 сентября 2014 года Apple представила смарт-часы под названием Apple Watch . [151] Изначально Apple позиционировала устройство как модный аксессуар [152] и дополнение к iPhone, которое позволило бы людям меньше смотреть на свои смартфоны. [153] Со временем компания сосредоточилась на разработке функций часов, ориентированных на здоровье и фитнес, в попытке конкурировать со специализированными трекерами активности . В январе 2016 года Apple объявила, что во всем мире активно используется более миллиарда устройств Apple. [154]
6 июня 2016 года Fortune опубликовал Fortune 500, список компаний, ранжированных по объему выручки. В последнем финансовом году 2015 года Apple была указана как ведущая технологическая компания. [155] Она заняла третье место в общем рейтинге с выручкой в 233 млрд долларов США . [155] Это представляет собой движение вверх на две позиции по сравнению со списком предыдущего года. [155]
В июне 2017 года Apple анонсировала HomePod , свой умный динамик , призванный конкурировать с Sonos , Google Home и Amazon Echo . [156] Ближе к концу года TechCrunch сообщил, что Apple приобретает Shazam , компанию, которая представила свои продукты на WWDC и специализируется на узнаваемости музыки, телевидения, фильмов и рекламы. [157] Приобретение было подтверждено несколько дней спустя, как сообщается, обошлось Apple в 400 миллионов долларов США , а СМИ сообщили, что покупка выглядела как шаг к приобретению данных и инструментов, укрепляющих стриминговый сервис Apple Music . [158] Покупка была одобрена Европейским союзом в сентябре 2018 года. [159]
Также в июне 2017 года Apple назначила Джейми Эрлихта и Зака Ван Амбурга руководителями недавно сформированного всемирного видеоподразделения. В ноябре 2017 года Apple объявила, что расширяет свое присутствие в сфере оригинального сценарного программирования: драматический сериал с Дженнифер Энистон и Риз Уизерспун в главных ролях и перезагрузка антологического сериала Amazing Stories со Стивеном Спилбергом . [160] В июне 2018 года Apple подписала минимальное базовое соглашение с Гильдией писателей Америки и Опрой Уинфри о многолетнем партнерстве по контенту. [161] Дополнительные партнерства для оригинальных сериалов включают Sesame Workshop и DHX Media и ее дочернюю компанию Peanuts Worldwide , а также партнерство с A24 для создания оригинальных фильмов. [162]
Во время специального мероприятия Apple в сентябре 2017 года было анонсировано беспроводное зарядное устройство AirPower вместе с iPhone X , iPhone 8 и Watch Series 3. AirPower предназначалось для беспроводной зарядки нескольких устройств одновременно. Хотя изначально выпуск AirPower был запланирован на начало 2018 года, его отменили в марте 2019 года, что стало первой отменой устройства под руководством Кука. [163] 19 августа 2020 года цена акций Apple ненадолго превысила 467,77 долларов, что сделало ее первой американской компанией с рыночной капитализацией в 2 триллиона долларов США . [164]
MacBook Air M1 (2020), первый ноутбук Apple после перехода с процессоров Intel x86 на ARM
Во время своей ежегодной программной речи на WWDC 22 июня 2020 года компания Apple объявила, что откажется от процессоров Intel, и Mac перейдет на процессоры собственной разработки . [165] Аналитики отрасли ожидали этого заявления, и было отмечено, что компьютеры Mac с процессорами Apple позволят значительно повысить производительность по сравнению с текущими моделями на базе Intel. [166] 10 ноября 2020 года MacBook Air, MacBook Pro и Mac Mini стали первыми устройствами Mac, работающими на процессоре, разработанном Apple, Apple M1 . [167]
В апреле 2022 года сообщалось, что Samsung Electro-Mechanics будет сотрудничать с Apple над своим чипом M2 вместо LG Innotek . [168] Журналы разработчиков показали, что тестируется по крайней мере девять моделей Mac с четырьмя различными чипами M2. [169]
The Wall Street Journal reported that Apple's effort to develop its own chips left it better prepared to deal with the semiconductor shortage that emerged during the COVID-19 pandemic, which led to increased profitability, with sales of M1-based Mac computers rising sharply in 2020 and 2021. It also inspired other companies like Tesla, Amazon, and Meta Platforms to pursue a similar path.[170]
In April 2022, Apple opened an online store that allowed anyone in the U.S. to view repair manuals and order replacement parts for specific recent iPhones, although the difference in cost between this method and official repair is anticipated to be minimal.[171]
In May 2022, a trademark was filed for RealityOS, an operating system reportedly intended for virtual and augmented reality headsets, first mentioned in 2017. According to Bloomberg, the headset may come out in 2023.[172] Further insider reports state that the device uses iris scanning for payment confirmation and signing into accounts.[173]
On July 7, 2022, Apple added Lockdown Mode to macOS 13 and iOS 16, as a response to the earlier Pegasus revelations; the mode increases security protections for high-risk users against targeted zero-day malware.[175]
Apple launched a buy now, pay later service called 'Apple Pay Later' for its Apple Wallet users in March 2023. The program allows its users to apply for loans between $50 and $1,000 to make online or in-app purchases and then repaying them through four installments spread over six weeks without any interest or fees.[176][177]
In November 2023, Apple agreed to a $25 million settlement in a U.S. Department of Justice case that alleged Apple was discriminating against U.S. citizens in hiring. Apple created jobs that were not listed online and required paper submission to apply for, while advertising these jobs to foreign workers as part of recruitment for PERM.[178]
In January 2024, Apple announced compliance with the European Union's competition law, with major changes to the App Store and other services, effective March 7. This enables iOS users in the 27-nation bloc to use alternative app stores, and alternative payment methods within apps. This adds a menu in Safari for downloading alternative browsers, such as Chrome or Firefox.[179] In June 2024, Apple introduced Apple Intelligence to incorporate on-device artificial intelligence capabilities.[180]
Products
Mac
Macintosh, commonly known as Mac, is Apple's line of personal computers that use the company's proprietary macOS operating system. Personal computers were Apple's original business line, but as of the end of 2023[update] they account for only about eight percent of the company's revenue.[1]
There are six Macintosh computer families in production:
iMac: Consumer all-in-one desktop computer, introduced in 1998.
Mac Mini: Consumer sub-desktop computer, introduced in 2005.
MacBook Pro: Professional notebook, introduced in 2006.
Mac Pro: Professional workstation, introduced in 2006.
MacBook Air: Consumer ultra-thin notebook, introduced in 2008.
Mac Studio: Professional small form-factor workstation, introduced in 2022.
The iPhone is Apple's line of smartphones, which run the iOS operating system. The first iPhone was unveiled by Steve Jobs on January 9, 2007. Since then, new models have been released every year. When it was introduced, its multi-touch screen was described as "revolutionary" and a "game-changer" for the mobile phone industry. The device has been credited with creating the app economy.
iOS is one of the two largest smartphone platforms in the world alongside Android. The iPhone has generated large profits for the company, and is credited with helping to make Apple one of the world's most valuable publicly traded companies.[181] As of the end of 2023[update], the iPhone accounts for more than half of the company's revenue.[1]
iPad
The iPad is Apple's line of tablets which run iPadOS. The first-generation iPad was announced on January 27, 2010. The iPad is mainly marketed for consuming multimedia, creating art, working on documents, videoconferencing, and playing games. The iPad lineup consists of several base iPad models, and the smaller iPad Mini, upgraded iPad Air, and high-end iPad Pro. Apple has consistently improved the iPad's performance, with the iPad Pro adopting the same M1 and M2 chips as the Mac; but the iPad still receives criticism for its limited OS.[182][183]
As of September 2020,[update] Apple has sold more than 500 million iPads, though sales peaked in 2013.[184] The iPad still remains the most popular tablet computer by sales as of the second quarter of 2020[update],[185] and accounted for seven percent of the company's revenue as of the end of 2023[update].[1] Apple sells several iPad accessories, including the Apple Pencil, Smart Keyboard, Smart Keyboard Folio, Magic Keyboard, and several adapters.
Other products
Apple makes several other products that it categorizes as "Wearables, Home and Accessories".[186] These products include the AirPods line of wireless headphones, Apple TV digital media players, Apple Watch smartwatches, Beats headphones, HomePod smart speakers, and the Vision Pro mixed reality headset. As of the end of 2023[update], this broad line of products comprises about ten percent of the company's revenues.[1]
Services
Apple offers a broad line of services, including advertising in the App Store and Apple News app, the AppleCare+ extended warranty plan, the iCloud+ cloud-based data storage service, payment services through the Apple Card credit card and the Apple Pay processing platform, digital content services including Apple Books, Apple Fitness+, Apple Music, Apple News+, Apple TV+, and the iTunes Store. As of the end of 2023[update], services comprise about 22% of the company's revenue.[1] In 2019, Apple announced it would be making a concerted effort to expand its service revenues.[187]
Marketing
Branding
The first official logo of Apple Inc. was used from 1977 to 1998.[188]
According to Steve Jobs, the company's name was inspired by his visit to an apple farm while on a fruitarian diet.[189] 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.[190] This logo has been erroneously referred to as a tribute to Alan Turing, with the bite mark a reference to his method of suicide.[191]
On August 27, 1999,[192] Apple officially dropped the rainbow scheme and began to use monochromatic logos nearly identical in shape to the previous rainbow incarnation. An Aqua-themed version of the monochrome logo was used from 1998 until 2003, and a glass-themed version was used from 2007 until 2013.[193]
Apple evangelists were actively engaged by the company at one time, but this was after the phenomenon had already been firmly established. Apple evangelistGuy Kawasaki has called the brand fanaticism "something that was stumbled upon",[194] while Ive claimed in 2014 that "people have an incredibly personal relationship" with Apple's products.[85]
Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012.[195] 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.[196]Boston Consulting Group has ranked Apple as the world's most innovative brand every year as of 2005[update].[197] As of January 2021,[update] 1.65 billion Apple products were in active use.[198][199] In February 2023, that number exceeded 2 billion devices.[200][201] In 2023, the World Intellectual Property Organization (WIPO)'s Madrid Yearly Review ranked Apple Inc's number of marks applications filled under the Madrid System as 10th in the world, with 74 trademarks applications submitted during 2023.[202]
Apple has been ranked #3 company in the World as per Fortune 500 list for the year 2024.[1]
Advertising
Apple's first slogan, "Byte into an Apple", was coined in the late 1970s.[203] From 1997 to 2002, the slogan "Think different" was used in advertising campaigns, and is still closely associated with Apple.[204] Apple also has slogans for specific product lines—for example, "iThink, therefore iMac" was used in 1998 to promote the iMac,[205] and "Say hello to iPhone" has been used in iPhone advertisements.[206] "Hello" was also used to introduce the original Macintosh, Newton, iMac ("hello (again)"), and iPod.[207]
From the introduction of the Macintosh in 1984, with the 1984 Super Bowl advertisement to the more modern Get a Mac adverts, Apple has been recognized for its efforts toward effective advertising and marketing for its products. However, claims made by later campaigns were criticized,[208] particularly the 2005 Power Mac ads.[209] Apple's product advertisements gained significant attention as a result of their eye-popping graphics and catchy tunes.[210] 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".[210]
The first Apple Stores were originally opened as two locations in May 2001 by then-CEO Steve Jobs,[92] after years of attempting but failing store-within-a-store concepts.[93] 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.[93] Jobs relaunched Apple's online store in 1997,[211] and opened the first two physical stores in 2001.[92] The media initially speculated that Apple would fail,[94] 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.[94]
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[update].[95] Strong product sales have placed Apple among the top-tier retail stores, with sales over $16 billion globally in 2011.[212] Apple Stores underwent a period of significant redesign, beginning in May 2016. This redesign included physical changes to the Apple Stores, such as open spaces and re-branded rooms, and changes in function to facilitate interaction between consumers and professionals.[213]
Many Apple Stores are located inside shopping malls, but Apple has built several stand-alone "flagship" stores in high-profile locations.[93] 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.[214] 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.[215] Due to the popularity of the brand, Apple receives a large number of job applications, many of which come from young workers.[212] Although Apple Store employees receive above-average pay, are offered money toward education and health care, and receive product discounts,[212] there are limited or no paths of career advancement.[212]
Market power
On March 16, 2020, France fined Apple €1.1 billion for colluding with two wholesalers to stifle competition and keep prices high by handicapping independent resellers. The arrangement created aligned prices for Apple products such as iPads and personal computers for about half the French retail market. According to the French regulators, the abuses occurred between 2005 and 2017 but were first discovered after a complaint by an independent reseller, eBizcuss, in 2012.[216]
On August 13, 2020, Epic Games, the maker of the popular game Fortnite, sued both Apple and Google after Fortnite was removed from Apple's and Google's app stores. The lawsuits came after Apple and Google blocked the game after it introduced a direct payment system that bypassed the fees that Apple and Google had imposed.[217] In September 2020, Epic Games founded the Coalition for App Fairness together with thirteen other companies, which aims for better conditions for the inclusion of apps in the app stores.[218] Later, in December 2020, Facebook agreed to assist Epic in their legal game against Apple, planning to support the company by providing materials and documents to Epic. Facebook had, however, stated that the company would not participate directly with the lawsuit, although did commit to helping with the discovery of evidence relating to the trial of 2021. In the months prior to their agreement, Facebook had been dealing with feuds against Apple relating to the prices of paid apps and privacy rule changes.[219] Head of ad products for Facebook Dan Levy commented, saying that "this is not really about privacy for them, this is about an attack on personalized ads and the consequences it's going to have on small-business owners," commenting on the full-page ads placed by Facebook in various newspapers in December 2020.[220]
Privacy
PRISM is a clandestinesurveillance program under which the NSA collects user data from companies like Facebook and Apple.[221]
Apple has publicly taken a pro-privacy stance, actively making privacy-conscious features and settings part of its conferences, promotional campaigns, and public image.[222] With its iOS 8 mobile operating system in 2014, the company started encrypting all contents of iOS devices through users' passcodes, making it impossible at the time for the company to provide customer data to law enforcement requests seeking such information.[223] 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.[224] 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".[225] Users are explicitly asked if they want to participate, and can actively opt-in or opt-out.[226]
However, Apple has aided law enforcement in criminal investigations by providing iCloud backups of users' devices,[227] and the company's commitment to privacy has been questioned by its efforts to promote biometric authentication technology in its newer iPhone models, which do not have the same level of constitutional privacy as a passcode in the United States.[228]
With Apple's release of an update to iOS 14, Apple required all developers of iPhone, iPad, and iPod Touch applications to directly ask iPhone users permission to track them. The feature, called "App Tracking Transparency", received heavy criticism from Facebook, whose primary business model revolves around the tracking of users' data and sharing such data with advertisers so users can see more relevant ads, a technique commonly known as targeted advertising. After Facebook's measures, including purchasing full-page newspaper advertisements protesting App Tracking Transparency, Apple released the update in early 2021. A study by Verizon subsidiary Flurry Analytics reported only 4% of iOS users in the United States and 12% worldwide have opted into tracking.[229]
Prior to the release of iOS 15, Apple announced new efforts at combating child sexual abuse material on iOS and Mac platforms. Parents of minor iMessage users can now be alerted if their child sends or receives nude photographs. Additionally, on-device hashing would take place on media destined for upload to iCloud, and hashes would be compared to a list of known abusive images provided by law enforcement; if enough matches were found, Apple would be alerted and authorities informed. The new features received praise from law enforcement and victims rights advocates. However, privacy advocates, including the Electronic Frontier Foundation, condemned the new features as invasive and highly prone to abuse by authoritarian governments.[230]
Ireland's Data Protection Commission launched a privacy investigation to examine whether Apple complied with the EU's GDPR law following an investigation into how the company processes personal data with targeted ads on its platform.[231]
In December 2019, security researcher Brian Krebs discovered that the iPhone 11 Pro would still show the arrow indicator –signifying location services are being used– at the top of the screen while the main location services toggle is enabled, despite all individual location services being disabled. Krebs was unable to replicate this behavior on older models and when asking Apple for comment, he was told by Apple that "It is expected behavior that the Location Services icon appears in the status bar when Location Services is enabled. The icon appears for system services that do not have a switch in Settings."[232]Apple later further clarified that this behavior was to ensure compliance with ultra-wideband regulations in specific countries, a technology Apple started implementing in iPhones starting with iPhone 11 Pro, and emphasized that "the management of ultra wideband compliance and its use of location data is done entirely on the device and Apple is not collecting user location data." Will Strafach, an executive at security firm Guardian Firewall, confirmed the lack of evidence that location data was sent off to a remote server. Apple promised to add a new toggle for this feature and in later iOS revisions Apple provided users with the option to tap on the location services indicator in Control Center to see which specific service is using the device's location.[233][234]
According to published reports by Bloomberg News on March 30, 2022, Apple turned over data such as phone numbers, physical addresses, and IP addresses to hackers posing as law enforcement officials using forged documents. The law enforcement requests sometimes included forged signatures of real or fictional officials. When asked about the allegations, an Apple representative referred the reporter to a section of the company policy for law enforcement guidelines, which stated, "We review every data request for legal sufficiency and use advanced systems and processes to validate law enforcement requests and detect abuse."[235]
Corporate affairs
Business trends
The key trends for Apple are, as of each financial year ending September 24:[236][237]
Leadership
Senior management
As of March 16, 2021[update], the management of Apple Inc. includes:[251]
Apple is one of several highly successful companies founded in the 1970s that bucked the traditional notions of corporate culture. Jobs often walked around the office barefoot even after Apple became a Fortune 500 company. By the time of the "1984" television advertisement, Apple's informal culture had become a key trait that differentiated it from its competitors.[253] According to a 2011 report in Fortune, this has resulted in a corporate culture more akin to a startup rather than a multinational corporation.[254] In a 2017 interview, Wozniak credited watching Star Trek and attending Star Trek conventions in his youth as inspiration for co-founding Apple.[255]
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. Numerous Apple employees have stated that projects without Jobs's involvement often took longer than others.[256]
Jobs intended that employees were to be specialists who are not exposed to functions outside their area of expertise. For instance, Ron Johnson—Senior Vice President of Retail Operations until November 1, 2011—was responsible for site selection, in-store service, and store layout, yet had no control of the inventory in his stores. This was done by Tim Cook, who had a background in supply-chain management.[264] Apple is known for strictly enforcing accountability. Each project has a "directly responsible individual" or "DRI" in Apple jargon.[254][265] 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.[266]
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.[267] In September 2017, Apple announced that it had over 123,000 full-time employees.[268]
Apple has a strong culture of corporate secrecy, and has an anti-leak Global Security team that recruits from the National Security Agency, the Federal Bureau of Investigation, and the United States Secret Service.[269] In December 2017, Glassdoor said Apple was the 48th best place to work, having originally entered at rank 19 in 2009, peaking at rank 10 in 2012, and falling down the ranks in subsequent years.[270] In 2023, Bloomberg'sMark Gurman revealed the existence of Apple's Exploratory Design Group (XDG), which was working to add glucose monitoring to the Apple Watch. Gurman compared XDG to Alphabet's X "moonshot factory".[271]
Offices
Apple Park is the main headquarters in Cupertino.
Apple Inc.'s world corporate headquarters are located in Cupertino, in the middle of California's Silicon Valley, at Apple Park, a massive circular groundscraper building with a circumference of one mile (1.6 km). The building opened in April 2017 and houses more than 12,000 employees. Apple co-founder Steve Jobs wanted Apple Park to look less like a business park and more like a nature refuge, and personally appeared before the Cupertino City Council in June 2011 to make the proposal, in his final public appearance before his death.
The original Apple Campus has the street address 1 Infinite Loop, Sunnyvale, California.
Apple also operates from the Apple Campus (also known by its address, 1 Infinite Loop), a grouping of six buildings in Cupertino that total 850,000 square feet (79,000 m2) located about 1 mile (1.6 km) to the west of Apple Park.[272] The Apple Campus was the company's headquarters from its opening in 1993, until the opening of Apple Park in 2017. The buildings, located at 1–6 Infinite Loop, are arranged in a circular pattern around a central green space, in a design that has been compared to that of a university.
In addition to Apple Park and the Apple Campus, Apple occupies an additional thirty office buildings scattered throughout the city of Cupertino, including three buildings as prior headquarters: Stephens Creek Three from 1977 to 1978, Bandley One from 1978 to 1982, and Mariani One from 1982 to 1993.[273] In total, Apple occupies almost 40% of the available office space in the city.[274]
Apple's headquarters for Europe, the Middle East and Africa (EMEA) are located in Cork in the south of Ireland, called the Hollyhill campus.[275] The facility, which opened in 1980, houses 5,500 people and was Apple's first location outside of the United States.[276] Apple's international sales and distribution arms operate out of the campus in Cork.[277]
Apple has two campuses near Austin, Texas: a 216,000-square-foot (20,100 m2) campus opened in 2014 houses 500 engineers who work on Apple silicon[278] and a 1.1-million-square-foot (100,000 m2) campus opened in 2021 where 6,000 people work in technical support, supply chain management, online store curation, and Apple Maps data management. The company also has several other locations in Boulder, Colorado; Culver City, California; Herzliya (Israel), London, New York, Pittsburgh, San Diego, and Seattle that each employ hundreds of people.[279]
Litigation
Apple has been a participant in various legal proceedings and claims since it began operation.[280] 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.[281] 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.[282]
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.[283] In January 2022, Ericsson sued Apple over payment of royalty of 5G technology.[284] On June 24, 2024, the European Commission accused Apple of violating the Digital Markets Act by preventing "app developers from freely steering consumers to alternative channels for offers and content".[285]
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.[288] 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.[289]
The company's worldwide annual revenue in 2013 totaled $170 billion.[290] 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.[291] As of 2016[update], Apple has around US$234 billion of cash and marketable securities, of which 90% is located outside the United States for tax purposes.[292]
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.[293]
On April 30, 2017, The Wall Street Journal reported that Apple had cash reserves of $250 billion,[294] officially confirmed by Apple as specifically $256.8 billion a few days later.[295]
As of August 3, 2018[update], Apple was the largest publicly traded corporation in the world by market capitalization. On August 2, 2018, Apple became the first publicly traded U.S. company to reach a $1 trillion market value.[296][297] Apple was ranked No. 4 on the 2018 Fortune 500 rankings of the largest United States corporations by total revenue.[298]
In July 2022, Apple reported an 11% decline in Q3 profits compared to 2021. Its revenue in the same period rose 2% year-on-year to $83 billion, though this figure was also lower than in 2021, where the increase was at 36%. The general downturn is reportedly caused by the slowing global economy and supply chain disruptions in China.[299] That year, Apple was one of the largest corporate spenders on research and development worldwide, with R&D expenditure amounting to $27 billion.[300]
In May 2023, Apple reported a decline in its sales for the first quarter of 2023. Compared to that of 2022, revenue for 2023 fell by 3%. This is Apple's second consecutive quarter of sales decline. This fall is attributed to the slowing economy and consumers putting off purchases of iPads and computers due to increased pricing. However, iPhone sales held up with a year-on-year increase of 1.5%. According to Apple, demands for such devices were strong, particularly in Latin America and South Asia.[301]
Taxes
Apple has created subsidiaries in low-tax places such as Ireland, the Netherlands, Luxembourg, and the British Virgin Islands to cut the taxes it pays around the world. According to The New York Times, in the 1980s Apple was among the first tech companies to designate overseas salespeople in high-tax countries in a manner that allowed the company to sell on behalf of low-tax subsidiaries on other continents, sidestepping income taxes. In the late 1980s, Apple was a pioneer of an accounting technique known as the "Double Irish with a Dutch sandwich", which reduces taxes by routing profits through Irish subsidiaries and the Netherlands and then to the Caribbean.[302][303]
British Conservative Party Member of Parliament Charlie Elphicke published research on October 30, 2012,[304] which showed that some multinational companies, including Apple Inc., were making billions of pounds of profit in the UK, but were paying an effective tax rate to the UK Treasury of only 3 percent, well below standard corporate tax rates. He followed this research by calling on the Chancellor of the ExchequerGeorge 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.[305]
According to a US Senate report on the company's offshore tax structure concluded in May 2013, Apple has held billions of dollars in profits in Irish subsidiaries to pay little or no taxes to any government by using an unusual global tax structure.[306] The main subsidiary, a holding company that includes Apple's retail stores throughout Europe, has not paid any corporate income tax in the last five years. "Apple has exploited a difference between Irish and U.S. tax residency rules", the report said.[307] On May 21, 2013, Apple CEO Tim Cook defended his company's tax tactics at a Senate hearing.[308]
Apple says that it is the single largest taxpayer in the U.S., with an effective tax rate of approximately of 26% as of Q2 FY2016.[309] In an interview with the German newspaper FAZ in October 2017, Tim Cook stated that Apple was the biggest taxpayer worldwide.[310]
In 2016, after a two-year investigation, the European Commission claimed that Apple's use of a hybrid Double Irish tax arrangement constituted "illegal state aid" from Ireland, and ordered Apple to pay 13 billion euros ($14.5 billion) in unpaid taxes, the largest corporate tax fine in history. This was later annulled, after the European General Court ruled that the commission had provided insufficient evidence.[311][312] In 2018, Apple repatriated $285 billion to America, resulting in a $38 billion tax payment spread over the following eight years.[313]
Charity
Apple is a partner of Product Red, a fundraising campaign for AIDS charity. In November 2014, Apple arranged for all App Store revenue in a two-week period to go to the fundraiser,[314] generating more than US$20 million,[315] and in March 2017, it released an iPhone 7 with a red color finish.[316]
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,[317] and in 2017 it donated $5 million to relief efforts for both Hurricane Irma and Hurricane Harvey,[318] and for the 2017 Central Mexico earthquake.[319] The company has used its iTunes platform to encourage donations in the wake of environmental disasters and humanitarian crises, such as the 2010 Haiti earthquake,[320] the 2011 Japan earthquake,[321]Typhoon Haiyan in the Philippines in November 2013,[322] and the 2015 European migrant crisis.[323] 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.[324]
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.[325]
During the COVID-19 pandemic, Apple's CEO Cook announced that the company will be donating "millions" of masks to health workers in the United States and Europe.[326] On January 13, 2021, Apple announced a $100 million Racial Equity and Justice Initiative to help combat institutional racism worldwide after the 2020 murder of George Floyd.[327][328][329] In June 2023, Apple announced doubling this and then distributed more than $200 million to support organizations focused on education, economic growth, and criminal justice. Half is philanthropic grants and half is centered on equity.[327]
Environment
Apple Energy
Apple Energy, LLC is a wholly-owned subsidiary of Apple Inc. that sells solar energy. As of June 6, 2016[update], Apple's solar farms in California and Nevada have been declared to provide 217.9 megawatts of solar generation capacity.[330] Apple has received regulatory approval to construct a landfill gas energy plant in North Carolina to use the methane emissions to generate electricity.[331] Apple's North Carolina data center is already powered entirely by renewable sources.[332]
Energy and resources
In 2010, Climate Counts, a nonprofit organization dedicated to directing consumers toward the greenest companies, gave Apple a score of 52 points out of a possible 100, which puts Apple in their top category "Striding".[333] 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".[334]
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.[335][336] 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.[337]
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."[338]
As of 2016[update], 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.[339] 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.[340] 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,[341] the increased activity in retail, corporate and data centers also increase the amount of water use to 573 million US gal (2.2 million m3) in 2015.[342]
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[update], 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-consumerrecycled paper or sustainably managed forests, as the company continues its move to all paper packaging for all of its products.[343]
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.[344] 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.[345]
On July 21, 2020, Apple announced its plan to become carbon neutral across its entire business, manufacturing supply chain, and product life cycle by 2030. In the next 10 years, Apple will try to lower emissions with a series of innovative actions, including: low carbon product design, expanding energy efficiency, renewable energy, process and material innovations, and carbon removal.[346]
In June 2024, the United States Environmental Protection Agency (EPA) published a report about an electronic computer manufacturing facility leased by Apple in 2015 in Santa Clara, California, code named Aria.[347][348] The EPA report stated that Apple was potentially in violation of federal regulations under the Resource Conservation and Recovery Act (RCRA).[347] According to a report from Bloomberg in 2018, the facility is used to develop microLED screens under the code name T159.[349][347][350] The inspection found that Apple was potentially mistreating waste as only subject to California regulations and that they had potentially miscalculated the effectiveness of Apple's activated carbon filters, which filter volatile organic compounds (VOCs) from the air. The EPA inspected the facility in August 2023 due to a tip from a former Apple employee who posted the report on X.[347]
Toxins
Following further campaigns by Greenpeace,[351] in 2008, Apple became the first electronics manufacturer to eliminate all polyvinyl chloride (PVC) and brominated flame retardants (BFRs) in its complete product line.[352] 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.[353][354][355][356] 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.[357] In June 2009, Apple's iPhone 3GS was free of PVC, arsenic, and BFRs.[353][358] 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.[353][359]
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.[360] Greenpeace praised Apple's sustainability, noting that the company exceeded its 70% global recycling goal in 2010. Apple continues to score well on product ratings, with all of their products now being free of PVC plastic and BFRs. However, the guide criticized Apple on the Energy criteria for not seeking external verification of its greenhouse gas emissions data, and for not setting any targets to reduce emissions.[361] In January 2012, Apple requested that its cable maker, Volex, begin producing halogen-free USB and power cables.[362]
Green bonds
In February 2016, Apple issued a US$1.5billion 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.[363]
Supply chain
Apple products were made in America in Apple-owned factories until the late 1990s; however, as a result of outsourcing initiatives in the 2000s, almost all of its manufacturing is now handled abroad. According to a report by The New York Times, Apple insiders "believe the vast scale of overseas factories, as well as the flexibility, diligence and industrial skills of foreign workers, have so outpaced their American counterparts that 'Made in the USA' is no longer a viable option for most Apple products".[364]
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."[365][366]
In May 2017, the company announced a $1 billion funding project for "advanced manufacturing" in the United States,[367] and subsequently invested $200 million in Corning Inc., a manufacturer of toughened Gorilla Glass technology used in its iPhone devices.[368] 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."[369]
During the Mac's early history Apple generally refused to adopt prevailing industry standards for hardware, instead creating their own.[370] 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.[371]
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.[372] India's requirement that 30% of products sold be manufactured in the country was described as "really adds cost to getting product to market".[373] In May 2016, Apple opened an iOS app development center in Bangalore and a maps development office for 4,000 staff in Hyderabad.[374] In March, The Wall Street Journal reported that Apple would begin manufacturing iPhone models in India "over the next two months",[375] and in May, the Journal wrote that an Apple manufacturer had begun production of iPhone SE in the country,[376] while Apple told CNBC that the manufacturing was for a "small number" of units.[377] In April 2019, Apple initiated manufacturing of iPhone 7 at its Bengaluru facility, keeping in mind demand from local customers even as they seek more incentives from the government of India.[378] At the beginning of 2020, Tim Cook announced that Apple schedules the opening of its first physical outlet in India for 2021, while an online store is to be launched by the end of the year.[379]
Worker organizations
Apple directly employs 147,000 workers including 25,000 corporate employees in Apple Park and across Silicon Valley.[380][381] The vast majority of its employees work at 500 retail Apple stores globally.[382] Apple relies on a larger, outsourced workforce for manufacturing, particularly in China where Apple directly employs 10,000 workers across its retail and corporate divisions. In addition, one further million workers are contracted by Apple's suppliers to assemble Apple products, including Foxconn and Pegatron.[383]Zhengzhou Technology Park alone employs 350,000 Chinese workers in Zhengzhou to exclusively work on the iPhone.[384] As of 2021, Apple uses hardware components from 43 different countries.[385] The majority of assembling is done by Taiwanese original design manufacturer firms Foxconn, Pegatron, Wistron and Compal Electronics in factories primarily located inside China,[386] and to a lesser extent, Foxconn plants in Brazil,[387] and India.[388]
^Except when Microsoft briefly held the position between January and June 2024[8][9][10]
^As of 2023
^"Net sales"
^"Net income"
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Further reading
Amelio, Gil; Simon, William L. (1999). On the Firing Line: My 500 Days at Apple. New York: Harper Business. ISBN 978-0-88730-919-9. OCLC 41424094.
Carlton, Jim (1998). Apple: The Inside Story of Intrigue, Egomania and Business Blunders (Revised ed.). Random House Business Books. ISBN 978-0-88730-965-6. OCLC 1068545200.
Deutschman, Alan (2000). The Second Coming of Steve Jobs. Broadway Books. ISBN 978-0-7679-0432-2. OCLC 59470055.
O'Grady, Jason D. (2009). Apple Inc. ABC-CLIO. ISBN 978-0-313-36244-6.
Levy, Steven (2000) [1994]. Insanely Great: The Life and Times of Macintosh, the Computer That Changed Everything. New York: Penguin Books. ISBN 978-0-14-029177-3. OCLC 474924791.
Linzmayer, Owen (2004). Apple Confidential 2.0. No Starch Press. ISBN 978-1-59327-010-0. OCLC 921280642.
Rose, Frank (1990). West of Eden: The End of Innocence at Apple Computer. Penguin Books. ISBN 978-0-14-009372-8. OCLC 924684399.
Sculley, John; Byrne, John A. (1990) [October 1, 1987]. Odyssey: Pepsi to Apple ... A Journey of Adventure, Ideas and the Future. Diane Pub Co. ISBN 978-0-7881-6949-6. OCLC 947796756.
Young, Jeffrey S. (1988). Steve Jobs: The Journey Is the Reward. Lynx Books. ISBN 978-1-55802-378-9. OCLC 502695173.
Young, Jeffrey S.; Simon, William L. (2005). iCon Steve Jobs: The Greatest Second Act in the History of Business. John Wiley & Sons. ISBN 978-0-471-72083-6. OCLC 487439489.
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