Apple history

Some of the facts from Apple's history are included in separate articles:

• Apple financials
• Apple takeovers
• Apple's business in the corporate sector
• Shares and capitalization of Apple
• Employees and work at Apple
• Apple courts

Chronicle of the development of basic products:

• iPhone is the smartphone
• iPhone Issues and Security

• iPad - tablet computer
• iOS - Operating System
• App Store
• iTunes
• Macintosh
• Mac OS
• Apple Safari - browser
• iWork

2024

Blocking the Epic Games app store in the EU

In March 2024, Apple banned Epic Games from opening its own app store for iPhone users in Europe, which the Fortnite creator believes is a response to criticism of the tech giant and a violation of new antitrust rules in the region.

Apple has terminated its Epic developer account, preventing the gaming company from releasing Fortnite and Epic Games Store on Apple's iOS devices in the EU. Epic said it was a "serious breach" of the new EU digital markets law, which aims to boost competition in the industry.

Refusal to develop your own car

In January 2024, it became known that Apple is cutting the functions of a self-driving car and postponing production until 2028.

After the meeting of the board of directors, the level of autonomy of the car was reduced to 2 +.

The company is postponing the launch from 2026 to 2028.

After the company previously planned to create a truly self-driving car, it is now working on an electric vehicle with more disabilities, according to sources familiar with the project.

As a result, in February 2024, Apple Inc. announced that it was stopping work on a self-driving electric car, ending a decade of efforts and abandoning one of the most ambitious projects in the company's history.

2023

Purchase of servers for $5 billion

On October 23, 2023, it became known that Apple would spend more than $5 billion on the purchase of servers designed to work with artificial intelligence and machine learning applications. This is primarily about purchasing high-performance systems equipped with accelerators based on Nvidia GPUs.

According to TF Securities analyst Ming-Chi Kuo, who has repeatedly shared reliable information about Apple, the corporation will purchase between 2,000 and 3,000 servers in 2023. In particular, the Cupertino-based company orders machines on the Nvidia HGX H100 hardware platform. The cost of one server with eight GPU-based accelerators can be about $250,000. Thus, the total price of equipment reaches $750 million. It is noted that Apple's share in 2023 will account for approximately 1.3% of the supply of AI servers on a global scale.

Apple will spend more than $5 billion on server purchases

In 2024, according to Ming-Chi Kuo, Apple will increase purchases of computing AI systems to 18-20 thousand units, for which up to $4.75 billion will be spent. The company's share in the total AI server market will reach 5% in unit terms. In general, during 2023-2024. Apple can spend up to $5.5 billion on such equipment.

Significantly lower costs in 2023 compared to 2024 are due to the shortage of Nvidia accelerators, as well as the fact that Apple "places orders later than other large customers." It is noted that Apple prefers to train its large language models on AI servers in its own data centers, rather than rent power from cloud providers. This is due, among other things, to security concerns and the need to ensure data privacy. Moreover, these costs for the purchase of servers do not include other costs that Apple may incur, including labor and funds for the operation of IT infrastructure.^[1]

Forced three-year contract extension with Qualcomm

In September 2023, Apple announced that it was extending an agreement on the supply of semiconductors for modems from Qualcomm for another three years, which indicates that ambitious plans to develop chips in-house require more time than expected. The agreement between the companies was supposed to end in 2023.

The new agreement will apply to "the release of smartphones in 2024, 2025 and 2026," Qualcomm said in a statement.

2022

Apple forced to sell iPhones with chargers and pay millions of dollars in fines

On September 6, 2022, it became known that the Brazilian Ministry of Justice imposed a fine of $2.3 million on Apple and suspended sales of the iPhone 13 until the corporation again included a charger in the package. Read more here.

Start moving production from China to India and Vietnam

By August 2022, Apple began working with suppliers from India to move capacity out of China. The first iPhones 14 will be produced in India in late October or November 2022. Earlier it was reported about negotiations on the start of production of Apple Watch and MacBook in Vietnam.

Apple and Meta mistakenly transferred users' personal data to hackers

As it became known at the end of March 2022, Apple and Meta (recognized as extremist and banned in Russia) transferred user data to hackers who pretended to be law enforcement officers. Read more here.

2021

Apple health teams rely on incorrect data

Doctors are concerned that Apple is more interested in promoting its health products than real health care. This became known on October 6, 2021.

Apple employees who expressed concerns that misleading data was used to support the company's healthcare products were fired or met with hostility. The lack of structuring of teams engaged in health products, coupled with other organizational problems, slow down and complicate Apple's attempts to enter the healthcare market. This was reported to Apple Insider by former and current employees of the company.

Concerns concern clinics providing health services to Apple employees and providing companies with ways to integrate data collected from Apple devices.

According to one of the doctors involved in the project, Will Poe, in his resignation letter addressed to Tim Cook, he is concerned that his team passed on misleading, too rosy information to Apple Chief Operating Officer Jeff Williams.

In particular, Poe worried about the fact that team members assured the chief operating officer of providing patients with highly qualified medical care, although the quality of this care was not tested in a standardized way.

Other employees expressed similar concerns to Cook and Williams, but the company took no action.

The company doesn't need help. She is fully satisfied with her status as a quo, "said a former Apple employee.

In June 2021, the Wall Street Journal also reported problems with Apple's internal polyclinics and said employees were concerned about how data was collected and provided.

Apple engineers are focused on building apps and products for consumers rather than medicine, making it harder for health teams to build a sustainable primary care program through internal health clinics. The company views internal clinics, rather as an engine for Apple Watch sales, and not as a separate project, an informed source said.

According to former and current employees, health care teams do not have a clear strategy, and corporate culture does not provide feedback^[2] teams^[3].

Spending on lobbying interests in the EU - €3.67 million

At the end of August 2021, the costs of leading IT companies to lobby their interests in the European Union became known. Apple spends about €3.67 million annually. Read more here.

Call centre provider for Apple forces remote employees to work from home under CCTV

In early August 2021, it became known that the Colombian call center Teleperformance, used by Apple, Amazon and other tech giants, is forcing its remote employees to work from home under video surveillance to monitor performance. Read more here.

Speaking Out Against U.S. Government Antitrust Bills

On June 24, 2021, it became known that, Apple, and Amazon Facebook Google opposed the adoption of USA antitrust bills. The discussion of a package of six documents United States Government in began on June 23, 2021, and by that time the tech giants, whom he may touch, managed to release their statements on this matter.

If passed, the laws would be the most significant changes to antitrust law in decades. They could also have major implications for tech giants, including forced changes to the way they do business, requiring changes to how their products operate and even breaking up companies. One law, for example, prohibits tech companies from making acquisitions aimed at stifling competitors or expanding market influence. Another law prohibits the collection of data from developers and other firms using their platforms. The third law obliges companies to allow users to easily switch from products of one technology company to another.

Apple, Amazon, Facebook and Google have issued press releases explaining what the aforementioned laws are fraught with. In a multi-page statement addressed to the U.S. Congress, Apple, which has tightly controlled the App Store since it launched in 2008, opposed a provision in one of the bills requiring the company to open its third-party app store.

Our phones are not just phones, they hold some of our most sensitive information about our personal and professional lives. Allowing third-party apps to download will reduce the security of the iOS platform and expose users to serious security risks not only in third-party app stores, but also in the App Store, Apple said in a statement.

Earlier, Apple CEO Tim Cook also opposed an EU bill to regulate digital markets aimed at reducing the power of technology companies. According to him, the adoption of the law will undermine the security of Apple's iPhones^[4].

$2 million fine for selling iPhone 12 without chargers

At the end of March 2021, the Brazilian consumer protection regulator Procon-SP fined Apple for the lack of a charger in the iPhone 12 kit. A fine of about $2 million was imposed "for misleading advertising, selling a device without a charger and unfair conditions for consumers." Read more here.

Apple creates a chip development center in Germany for €1 billion

In mid-March 2021, Apple announced it was expanding its business in Germany. In particular, the company will invest €1 billion in the creation of a new engineering and design center in Munich, which will add hundreds of new jobs. The European Silicon Design Center will be located on an area of ​ ​ 30 thousand meters of ² and will focus on the development of technologies and products (primarily semiconductor) for 5G networks. The investment plan is designed for three years. Read more here.

Apple helps TSMC develop 2nm process technology

Companies TSMC (manufacturer of semiconductor products) Apple and began to work together on 2-nanometer standards for the production of microcircuits. This became known on March 9, 2021. According information to the WCCFTech portal, they joined forces to speed up the transition to this as yet unannounced technology. More. here

2020: Lobbying costs

Apple said it spent $6.7 million on lobbying in 2020, meaning its spending fell from $7.4 million in 2019. Read more here.

2019

Apple donates $2.5 billion to build cheap housing in California

On November 4, 2019, Apple announced the allocation of $2.5 billion to overcome the housing crisis in California. Most of the funds allocated by the company will be managed by funds launched by the US government or with their support.

Apple will hand over $1 billion as a loan fund for housing construction in California for residents with low and medium incomes.

Apple announces $2.5 billion to tackle California housing crisis

The company will invest the same amount in a mortgage fund, from which it will provide loans for the purchase of housing to employees of the most important services of the state, school teachers, and persons who have completed military service.

In addition, the corporation will spend $300 million to provide Apple-owned land in San Jose for residential development. Supporting new construction projects in San Francisco (in this city there are offices of a number of large technology companies) and the surrounding area will take $150 million and $50 million to help the homeless.

San Francisco is considered one of the most expensive regions to live in. Locals have a hatred of tech companies that they believe are driving up prices. The city's shortage of affordable housing is particularly acute for low- and middle-income people.

Housing prices in some parts of California are kept at the highest possible level and continue to rise, as an insufficient number of houses are being built in California, where 40 million people live.

Apple, according to a press release, is concerned about the problem of rapidly rising real estate, which has forced teachers, firefighters, ambulances and service workers to increasingly leave the Silicon Valley area. The company feels a "high civic responsibility" for what is happening, so it plans to use its funds to build affordable housing and fight poverty.^[5]

Investing $1 billion in Indian iPhone production

In mid-September 2019, it became known about Apple's investment of $1 billion in the production of its smartphones in India. The company wants to sell the Made In India-labeled iPhone worldwide. Read more here.

Qualcomm punished Apple and will receive $6 billion and $9 from each iPhone sold

In mid-April 2019, Qualcomm and Apple signed a conciliatory agreement, as a result of which the companies abandoned mutual claims and curtailed all legal and patent proceedings. Analysts at investment bank UBS (UBS, United Business Systems) have calculated how much this truce will cost the iPhone manufacturer. Read more here.

US presidential candidate proposes splitting Apple, Google, Amazon and Facebook

In mid-March 2019 USA Elizabeth Warren , the senator and Democratic presidential candidate proposed breaking up tech companies like,, and Apple. Facebook Amazon Google The senator's campaign received support on social networks. More. here

Qualcomm paid Apple $1 billion to become sole supplier of chips for iPhone

In January 2019, it became known that Qualcomm paid Apple $1 billion for exclusive supplies of chips for the iPhone. After several years of cooperation, the companies stopped it. Read more here.

2018

Dynamics of Apple's share in the smartphone market

Mobile phone and smartphone sales leaders from 1992 to 2018 in animation below.

Lobbying costs of $6.6 million

At the end of January 2019, a US federal lobbying report was issued, according to which in 2018 the five largest technology companies in the country spent $64.3 million on lobbying government officials. Apple's spending for these purposes amounted to $6.6 million. Read more here.

Intel focused on Apple and left ASUS and Acer without processors

At the end of October 2018, information appeared that the main reason for the shortage of computer processors was Apple. Other PC manufacturers, including ASUS and Acer, are suffering from this collaboration between Intel and Apple. Read more here.

Qualcomm: Apple owes us $7 billion

During the court hearing, which took place on October 26, 2018, the representative Qualcomm said that Apple she owed the company $7 billion in payments for the use of patents. More. here

Forcing operators to lower iPhone prices by raising communication prices

In July 2018, the Japanese antimonopoly regulator announced that Apple is forcing mobile operators to reduce iPhone prices, and they are increasing communication tariffs. Read more here.

Arrest of employee accused of stealing technology for self-driving cars

In July 2018, Xiaolang Zhang was arrested on charges of stealing trade secrets. A former Apple engineer is charged with trying to take data on the development of the company's self-driving cars to China. Read more here.

Increase in the fleet of unmanned vehicles by 9 times

In January 2018, it became known about the increase in the fleet of tested Applebilot cars by nine times. The company is accelerating trials to keep up with competitors such as Google, Bloomberg reports.

The news agency received   an email from the California Department of Motor Vehicles (DMV) stating that since obtaining permission to test three self-driving machines in April 2017, Apple has registered 24 more units of such vehicles.

Lexus RX450h crossover with Apple autopilot

Thus, by January 25, 2018, it has at its disposal 27 cars equipped with autopilot. We are talking about the 2015 Lexus RX450h crossovers, which Apple leases from Hertz Global Holdings. Six test drivers were given the right to control the cars - two for each. 

For several years there were rumors about Apple creating its own robomobile. Only in June 2017, the CEO of the American corporation Tim Cook (Tim Cook) for the first time officially confirmed that Apple is working on automatic vehicle control technologies. True, the head then refused to disclose the details.

According to information from the DMV website, at least 30 companies, including Apple, have the right to test autonomous cars in California. According to the regulator's requirement, each manufacturer of unmanned technology must apply to the vehicles department so that the car can be tested offline on public roads in the state.

According to experts from Autonomous Driving Leaderboard, by the beginning of 2018, the leaders in the creation of self-driving car technologies are Google and General Motors, while Apple, along with Tesla Motors, are in the group of laggards.^[6]

Lobbying costs

At the end of January 2018, it became known that the American IT giants Apple, Amazon, Facebook and Google in 2017 spent a record amount on lobbying their interests and trying to influence the American authorities - almost $50 million.

Apple's lobbying expenses turned out to be record - the company took about $7 million for these purposes. The iPhone creator has tried to influence policy on issues such as encryption use, immigration and tax reform. Read more here.

2017

Construction of a data center for $1 billion in Ireland after a rally of citizens

On October 12, 2017, Apple received the green light to build a new data center in Ireland two years after the project was announced. Rallies were even held in his support.

In February 2015, Apple announced plans to deploy a data center in the city of Athenrai in the west of Ireland. This place was not chosen by chance: renewables are located nearby, the widespread use of which Apple has long sought.

Six months after the announcement of the project, the Atenrai Municipal Council approved it, but there were people who saw a threat to the environment and other problems in the new data center. Applications have been made to the Supreme Court of Ireland demanding a ban on the construction of a computing site.

Apple given green light to build new data centre in Ireland two years after project announced

Only on October 12, 2017, Judge Paul McDermott ruled, it turned out to be in favor of Apple. Now the company can start creating a data center, in which it is planned to invest 850 billion euros (about $1 billion).

Apple was going to simultaneously launch two data centers - in Athenrai and Denmark. The Danish project will be completed before the end of 2017, but the Irish one has dragged on. A decision by the Irish Supreme Court was expected back in July, however, due to a shortage of judges, the case was postponed to October.

In September, Irish Prime Minister Leo Varadkar met with Apple executives who reported that the American company was disappointed with the court delays and warned that the results of this incident could affect future investments.^[7]

The Irish government announced possible amendments to the legislation that would put data centers on the strategic infrastructure list, which would allow them to go through the planning process faster.

Ireland's economy is heavily dependent on foreign international companies, employing one in 10 people in the country. The government supports the construction of data centers and other large projects of foreign players in order to expand the presence of these companies in the local market.

After Apple ran into problems construction at a data center in Ireland, the company announced plans to build another data center in Denmark. Whether the California giant will after receiving permission from Irish the court is not specified.

According to Apple's plans, its data center in Atenrai will be located on an area of ​ ​ more than 202 hectors and will occupy eight buildings. The discontent among critics of this project was partly that the complex for storing and processing company data would be built on the territory of forestry owned by a state-owned firm.

Apple's initiative was backed by thousands of locals who took to the streets demanding a permit for the California giant. The data centre is considered one of the biggest investment projects in the west of Ireland. Thanks to him, about 300 builders will receive work, and about 150 permanent jobs will be created at the facility itself.

Irish residents rally in support of Apple's project to build a data center

Apple and Ireland have a long-standing relationship. Firstly, the European headquarters of the company is located in this country. Secondly, Apple has provided employment for several thousand people in the city of Cork, two hours from Atenrai.

In addition, Apple is using Ireland to significantly reduce the tax burden. In 2016 , the European Commission fined Apple 13 billion euros for tax evasion "under the Irish scheme." However, the Irish authorities claim that the corporation paid taxes in full and did not receive any preferences from the government.

Custom GPU Development Plan

In April, it became known that Apple is going to develop its own GPUs for the iPhone, iPad and other of its devices. They will be used instead of the solutions of the British company Imagination Technologies, which licenses its GPUs for Apple products.

The announcement led to an instant drop in the developer's shares by 69%, according to the Financial Times resource. The last time the value of Imagination was so low during the 2009 crisis. With the current jump, only a 30% collapse in the company's shares is comparable after the break of the "dot-com bubble" in 2000. Imagination has been trading since 1994.

2015

Italy's tax office goes after Apple

On March 24, 2015, it became known about the interest of the prosecutor's office Italy in activities Apple on the territory of this. states According to Italian publicans, the company did not pay corporate tax in the amount of €879 million^[8] the^[8]

The investigation covered the time period from 2008 to 2013. In addition to Apple employees - Italian citizens, Irish managers appear in the case file, which, according to observers, suggests - the case may be related to a tax scheme known as a "double Irish with a Dutch sandwich."

The Italian Tax Authority claims that by allocating to the account of the Irish division the profits received by Apple in Italy, they saved an amount close to a billion euros on taxes during the specified period.

Apple answered - they paid everyone, everyone and everywhere, until the last euro cent. The Cupertino company in a press statement recalled the study by the Italian tax service of Apple's activities in the country in 2007, 2008 and 2009 - and nothing, and then suddenly, there is not enough billion on you.

Foreign media remind that the tax breaks that the Irish authorities have provided to multinationals for many years have become the subject of investigation and criticism from the European Commission. Under pressure from Brussels, Dublin had to abandon the practice. It should not be ruled out that the actions of Italian law enforcement officers against Apple are the result of events by European regulators.

Investment of $2 billion in a new data center

In early February 2015, it became known that Apple was going to build a new data center and invest a record amount in this project.

According to The New York Times, citing representatives of the Arizona authorities, it is planned to build an Apple data center worth about $2 billion in this state. This amount is the largest among all investment projects of the American corporation.^[9]

As conceived by the manufacturer, the new facility will become a "command post" that monitors the work of other Apple data centers around the world, as well as ensuring the uninterrupted operation of Internet services such as Siri, iCloud and iTunes. About 600 jobs for engineers and designers will be created in the center. In addition, Apple will transfer 150 of its current employees to the facility, who will work there full time.

Apple will invest a record $2 billion in a new data center

Interestingly, the planned center will appear on the site of an enterprise in Mesa, where GT Advanced Technologies for some time produced sapphire glass for Apple mobile devices, but the quality of the products was unsatisfactory. Amid financial problems, GT Advanced had to initiate bankruptcy proceedings and the Mesa factory was closed.

The new center is set to become high-tech: It will only get power from renewable sources, including a new solar power plant. In addition, Apple is going to finance a number of solar projects that will generate enough energy for more than 14.5 thousand homes in Arizona.

According to Governor Doug Ducey, the construction of Apple's new data center is "a huge victory for Arizona and obvious evidence that the state is dominated by a business-friendly climate and employs talented people."

It is worth noting that Apple is actively investing in its own development. Thus, in the fourth quarter of 2014, the company's investments in R&D activities amounted to a record $1.9 billion, which is $565 million more than a year earlier.

2014: The beginning of expansion in the corporate market

Main article: Apple's business in the corporate sector

As the Reuters news agency reported on November 10, 2014, citing knowledgeable sources, Apple intends to strengthen its position in the corporate market, and for this it began to create a special department and build close relations with software developers.

2011

Stanford University Collects Historic Apple Archive

In December 2011, it became known that Stanford University maintains a huge historical archive of Apple, transferred to him by Jobs in the 80s. The archive contains many materials, including photos, videos, as well as artifacts that fully reflect the history of the company from its inception. 

Tim Cook succeeds Steve Jobs as company chief

On August 24, 2011, Apple CEO Steve Jobs resigned as CEO. "To maintain continuity, I strongly recommend that my successor, Tim Cook, be appointed," Jobs wrote in his letter. On the board, Jobs was elected to the position he claimed: chairman of the board of directors of Apple. Jobs' place in the company was taken by Tim Cook.

In August 2011, Apple twice became the most expensive public company in the world.

Apple has taken 90% of the mobile app market

Nine out of ten mobile app apps around the world have been downloaded to Apple device users. According to Gartner, the share of the App Store will continue to decline, although at least until the end of 2014 this store will remain the leader. In 2011, users of the App Store, Android Market, Ovi Store and other similar stores worldwide will download 17.7 billion applications to their mobile devices. For comparison, in 2010 the number of downloads reached 8.2 billion. Thus, compared to 2010, the number of downloads will increase by 117%, Gartner expects.

In 2011, the global market for mobile applications downloaded through specialized online stores will cross the $15.1 billion mark in monetary terms against $5.2 billion in 2010. Thus, over the year, the increase will be almost three times - in the amount of 190%.

In the period from 2010 to 2014, annual revenue in this segment will grow by more than 1000%. In 2014, 185 billion applications will be downloaded by users, 22.5 times more than in 2010, experts expect. At the same time, in 2011, 81% of downloaded applications will be free.

Announcement of new versions of Mac OS X and iOS, analysts predict an increase in the number of attacks

In June 2011, the chapter Apple Steve Jobs (Steve Jobs) announced new versions Mac OS X and. iOS

Apple calls Mac OS X "the most advanced operating system in the world," and says it remains secure "with virtually no effort on your part." "Mac OS X won't grab PC viruses," says Apple. "And the built-in security features will help you defend against other malware without the hassle of constant messages and reports."

The security of devices equipped with operating systems from Apple is likely to be much lower than Windows systems . Security analysts believe that an increase in the market share of systems on Apple platforms will lead to an increase in the number of attacks on them.

Although Mac users feel more virus-free than Windows PC owners, essentially nothing is known about Apple's operating system protection, and in some respects Mac OS X is more vulnerable than Windows, said SecureState security expert Chris Clymer.

He believes that Mac's low market share protects these devices from viruses better than Windows systems that are constantly susceptible to attacks. However, the latest Mac Defender attack showed vulnerabilities in this platform, developed primarily not for security, but for convenience.

Mac vulnerabilities can be exploited a little later, due to the growing popularity of iOS, OS for iPhone and iPad. Mac OS X and iOS are based on a single code and are expected to undergo convergence, if not a complete merger, over the next few years.

Clymer is a Mac user himself and a big fan of this platform. But, he said, "it has nothing inherent in the platform that makes it a more difficult target of attack." "In fact, there are probably many things in it that are not designed as well as on the Microsoft platform. And they're probably the most vulnerable in many ways, "he said in an interview with Network World.

Market indicators typically estimate Windows's share at 80% -90% of desktops and laptops, and Mac OS at 6% -8%. And there has been talk for a long time that either the Mac is initially safer than Windows, or it simply does not attack it so often due to its small market share. Many Mac users do not even run antivirus software, although free antiviruses exist for it.

Speaking about OS security, Clymer did not leave browsers aside and gave an example - the operation of a keylogger script written in JavaScript. It runs in a browser and can steal credentials without targeting the OS. Google Chrome at least has a sandbox, which makes it difficult to attack it and further break from the browser to the computer's operating system. But Safari is the default Mac OS browser, traditionally "not the best" in terms of security.

And Mac OS itself has some alarming signs. For example, in the current version of Snow Leopard, the default firewall is not enabled.

According to the analyst, Apple creates a rather "noisy" network, with wireless connections between iTunes, Airplay, Apple TV and the like.

software is very noisy and it's going around the network," says Clymer. "When I see Bonjour flying online, as an attacker I am happy, because there is already a lot of information here."

What changes over time? Clymer believes that the spread of iOS will lead to an increase in the number of attacks, even if currently Android is a hit. While Apple's App Store is more reliable than the Android Market, that doesn't mean Apple is conducting in-depth code and app checks on phones and tablets.

"Poppies" can become more frequent objects and for financial reasons of introducing malware, simply because expensive Mac computers are often bought by people with high incomes.

"If a company has a Mac, it's a guy connected with graphics or an executive, or both," Clymer noted. "That makes him an attractive target."

Obviously, Windows has been a tempting target for years. But Microsoft has improved the security model between versions of Windows XP and Windows 7, requiring more than a certain permission from the user before allowing the app to be installed. Windows 7 automatically monitors whether you have antivirus software installed, whether the firewall is enabled, and what changes have been made.

2009: Steve Wozniak slams Apple products

In 2009, one of the founders Apple Steve Wozniak is very skeptical about the company's current products. So, in an interview, Wozniak criticized "closeness," smartphone iPhone saying that this interferes with end consumers.

"Users cannot get the most out of a product if it is closed and based on propietal technologies," he said.

The latter statement affects not only iPhones, but also Macintosh computers. After all, they use a proprietary operating system, that is, the rights to use and copy which belong only to Apple.

In addition, Steve Wozniak is not entirely satisfied with Macbook Air and Apple TV. He did not like the laptop due to the lack of a DVD drive and support for the local network, and the set-top box - the image quality and the fact that taking the film for rental, it needs to be watched for 24 hours.

2008: App Store Launch

The App Store has opened online, allowing owners of iPhone mobile phones and iPod Touch players to buy various applications. The second version of iPhone OS X has been released, an ultra-portable MacBook Air laptop, a new iPhone 3G model, and an iPod Touch with 32 GB of memory have appeared on sale. Mac OS X 10.6 Snow Leopard announced.

2007

Name change from Apple Computer to Apple

In 2007, the company's name changed from Apple Computer to Apple, Mac OS X 10.5 Leopard (Leopard) was released, an IPhone phone and an IPod Touch player appeared.

Opening of a representative office in Russia

Main article: Apple Russia

A Russian representative office of the company was created, headed by Valery Lanovenko.

2006: Intel Processor-Based Devices Launch

2006 - Processors Intel appeared in computers, iMac MacBook, MacBook Pro and Mac mini.

2005: iWork ' 05 office suite introduced

In 2005, Mac OS X 10.4 Tiger was released, the iWork '05 package was introduced, which included the Pages text editor and the second version of the Keynote presentation editor.

The transition to has been announced. processors Intel

The iPod shuffle, iPod Nano and Mac mini computers debuted. In 2005, after the release of the iPod Nano player, complaints rained down on the company that the player was very easy to scratch and lose its commercial appearance, as well as that scratches prevented viewing images on the screen. Apple acknowledged this flaw, but said that it is characteristic of only a small batch of devices that will be replaced.

2004: Expansion of the iPod player lineup

In 2004, Apple expanded the range of iPod players with multi-colored iPod mini, a player with a color display - iPod Photo, and a red and black iPod U2.

2003: Safari and iTunes browser launch

2003 was introduced, an online browser Safari music service was launched, G5 iTunes Music Store processors appeared in Power Mac computers, and was released. Mac OS X 10.3 Panther

2002: Second Generation All-in-One

In 2002, the second generation of iMacs with G4 processors and LCD screens appeared, as well as the budget EMac, focused mainly on the educational market.

2001: iPod Player Release

In 2001, the iPod debuted.

2000: Steve Jobs announced as head of company for life

In 2000, Steve Jobs was announced as the head of Apple for life.

The Power Mac G4 Cube (a compact PC with an original cube design) has been released.

1998

Ditching 70% of products in the Macintosh line and layoffs

Prior to the return of Steve Jobs, the company produced dozens of different models of Macintosh desktops, laptops and servers, presented in a variety of variations. In addition, Apple was engaged in the production of printers, digital cameras and other devices. At the same time, only very few products really made a profit for the company.

Jobs decided to abandon 70% of the hardware and software assortment. Even a Newton pocket computer was sent to the dustbin of history, which still makes some nostalgic.

Macintosh General cleaning was also arranged in the kingdom.

During his first year as iCEO, Jobs fired more than 3,000 employees. But as painful as those cuts were, they ultimately allowed the company to release some really good products instead of dozens of mediocre ones.

After the restructuring, the company was spared from divisions focused on the development of one product and competing among themselves for common resources. Instead, wider directorates were created, responsible for marketing, sales, production and finance.

Apple introduced the first all-in-one Apple iMac worth $1.299 thousand.

Clone elimination on MacOS

In 1994, Apple began selling licenses to use Mac OS. Manufacturers paid the company $80 for each computer on which this operating system was installed. But time showed it wasn't a good idea. Clone suppliers offered customers relatively inexpensive machines that hindered sales of more profitable Apple products. In addition, the release of clones did not significantly expand the scope of the Mac platform.

Jobs, who returned to Apple, understood that the Mac OS licensing program needed to be curtailed and eventually achieved its goal. Already by 1998, he actually managed to eliminate the clones (only UMAX had a license for Mac OS 8 at that time).

Jobs was convinced that user interaction with hardware and software components should be kept under his control. And in the context of the production of equipment by other manufacturers, it was not possible to solve this problem. Clones destroyed the Macintosh brand, and if the situation remained, Apple would no longer be able to act as secretly, skillfully and purposefully as it happened later.

1997

Betting on designer Jonathan Ive

When Steve Jobs returned to Apple in 1996, Jonathan Ive was already leading Apple's design team. True, he considered leaving, but the presentation conducted by Jobs convinced him to stay.

At first, Jobs was looking for designer stars on the side, but soon a good relationship developed between him and Ive, which later developed into a personal friendship. It turned out that the key elements of their design philosophy coincide.

As a result, Jobs believed in a relatively unknown designer, refusing to attract celebrities from the outside. And this couple (naturally, with the help of all other members of the design team) managed to create the world's most famous design creations in the field of consumer electronics at the beginning of the 21st century.

Jobs updates board

When Jobs headed the company, most of the board of directors Apple thought only about how to snatch more from the company and sell their stake in it at the highest possible price. After returning, Jobs needed an updated board of directors that showed a more positive attitude towards the company and loyalty directly to him as a leader. In just a few weeks, Jobs forced most of the board to resign. Among those who left was the former CEO of the company, Mike Markkula, a man whose money helped Apple begin its journey in the business world in 1977.

In their place, Jobs invited his close friends, including OracleLarry Ellison, the CEO, and Apple's former vice president of marketing, Bill Campbell.

Following this, Jobs invited a number of NeXT veterans and other senior staff loyal to him. As a result, there were very few dissatisfied with the new policy.

The end of the feud with Microsoft

During his first term in charge of Apple, Steve Jobs became famous for his battle for the PC market, marked by a direct conflict between Apple and IBM. Along the way, Apple opposed itself to Microsoft, the company that supplied the IBM PC operating system, and subsequently, taking as a basis the appearance of the Macintosh graphics operating system, developed Windows.

The feud between the defeated Apple and Microsoft, which acquired the market leader status, continued after 1985, when Jobs had already left the company. The confrontation with Microsoft became part of Apple's culture, which proclaimed itself a fighter against everything associated with Microsoft and Wintel. Meanwhile, the Macintosh market continued to narrow, and its share was already measured in units of percent.

In 1996, Jobs found the strength to admit that the desktop war was over - Microsoft won. In his opinion, there was no point in spending money and energy on a battle that had no prospects. No, Apple will continue to play according to its own rules and on its own terms. And the giant from Redmond, let him remain in the positions he won, without interfering with the company that changed its course to move forward.

In exchange for a mutual licensing agreement, Microsoft agreed for at least five years to devote substantial resources to developing new versions of Office and Internet Explorer for Macintosh. In addition, the corporation bought a stake in Apple in the amount of $150 million, confirming its interest in the success of this company. In turn, Apple agreed for five years to make Internet Explorer (browser) the default browser for Mac OS.

The agreement, which Jobs announced in 1997 in Boston at the Macworld conference (and which was clearly followed by the hand of Bill Gates), was a de facto call for all Mac fans to bury tomahawks and move on.

Steve Jobs (on the catwalk) and Bill Gates (on the video screen) discuss the Macworld agreement and announce a new alliance between Apple and Microsoft, August 6, 1997.

From now on, Apple will develop in parallel with its former irreconcilable opponent, abandoning direct confrontation with him. Jobs' new stance toward Microsoft freed up a powerful intellectual energy pulse. Developers and Apple fans got the opportunity to move on and conquer new markets.

Steve Jobs is the head of Apple

Steve Jobs returned to Apple as an adviser.

John Rubinstein, associate of Steve Jobs

Jobs convinced Gil Amelio to appoint several key NeXT employees to influential posts at Apple. Of particular note was the appointment in February 1997 of Avi Tevanyan, one of the main ideologists of OS X, as senior vice president of Apple for software development, and John Rubinstein, the future creator of the iPod, as senior vice president for equipment design.

Of course, Jobs could limit himself to consulting without directly participating in determining the future fate of the company. But it wasn't in his style. As a result, Jobs very quickly convinced the board of directors of the need to remove Amelio from office. And then he proposed his own candidacy as a replacement. The board of directors agreed, and after a long break, Jobs again stood at the head of Apple^[10].

For eight months (from September 17, 1997), Jobs served as Interim CEO (Interim CEO - for short, this position was designated by the abbreviation iCEO), with all his inherent energy developing a strategy that was designed to save Apple from oblivion.

The first Power Mac G3 was released. The operating system Mac OS 8 was released.

1996

NeXT Company Acquisition, Jobs Returns as Amelio Advisor

In late 1996, Apple acquired NeXT and its NeXTStep operating system.

After NeXT's purchase, Apple's then-acting CEO, Gil Amelio, brought in Jobs as special counsel. Read more here.

Gil Amelio is the head of Apple

The head and chairman of the company was Gil Amelio.

1993: Michael Spindler leads Apple, release of first PDA

In 1993, Michael Spindler became the head of the company. John Scully continued as chairman of the board, but soon left Apple. The first PDA in the history of the company has been released - Newton MessagePad.

1991: QuickTime Multimedia Package Announced

In 1991, the QuickTime multimedia package was announced.

The first PowerBook has been released.

In 1992, the PowerBook Duo laptop was released.

1985: Steve Jobs leaves Apple to found NeXT

1985 - the first LaserWriter laser printer was released Apple at a price of $7 thousand, 20-megabyte, hard drive Apple Personal Modem, as well as operating system System 2.0.

In the same year, disagreements with John Scully forced Jobs to leave Apple. In the same year, Steve Jobs founded NeXT.

1984: 32-bit Macintosh and Lisa 2 first introduced

1984 - The 32-bit Macintosh is introduced for the first time.

Successful advertising, ease of operation, good design, as well as compactness and a relatively low price contributed to the excellent start of the Macintosh in the global market.

Assembly of Apple monoblocks at the company's factory, Cupertino, California, January 25, 1984.

1983: Release of Apple Lisa - the first PC with a graphical interface

Apple Lisa is a computer introduced in early 1983. The name LISA was an abbreviation for "Local Integrated System Architecture," but later it became known that the product was named after the eldest daughter of Steve Jobs Lisa. Read more here.

Prototype Apple touchscreen phone, 1983.

1981: Steve Wozniak quits Apple

In 1981, one of its founders, Steve Wozniak, left the company.

Sales problems with the Apple III (overheating, due to the fact that Jobs refused to place a fan on the chassis) led to a reduction in employees. The head of the company was Mike Markkula.

1982 - Apple released the Apple Dot Matrix printer, the company's annual turnover exceeding a billion dollars.

1983 - Jobs invited John Sculley, president of the company, who at that time held a similar position at PepsiCo. A new Lisa computer has appeared - the first serial PC with a graphical interface. However, the sky-high price of $9.995 thousand and the low speed of work did not contribute to the widespread spread of the novelty.

1980: Stock Floatation

Main article: Shares and capitalization of Apple

In 1980, the company's staff was already several hundred people, products were exported outside the United States, Apple shares received the AAPL index. Apple III was announced, however, for a number of reasons, the project was not popular. On December 12, 1980, Apple listed a primary stake on the stock exchange, and 40 of its employees got rich overnight.

Steve Jobs and Steve Wozniak, creators of Apple, 1980

1978: Prototype Keyboard

Apple founders Steve Jobs and Stephen Wozniak with a prototype keyboard, 1978.

1977: Michael Scott - President of Apple

Michael Scott became president of Apple. A second computer was released - Apple II (there was support for color graphics, there was a built-in speaker, keyboard and power supply, while all the "filling" was packed in a plastic case). A new company logo has appeared - a smoked multi-colored apple.

1976: Apple Computer founded

Steve Jobs, Steve Wozniak and Ron Wayne, inspired by the success of John Draper (the telephone fricker with whom they created the Blue Box device), founded Apple Computer.

Стив Джобс (слева) и Стив Возняк

Wozniak designed and built the Apple I computer based on the MOS Technology 6502 chip. Working day and night, he collected his wares and supplied them to a local computer store. In total, 50 computers were sold in this way.

Steve Jobs and Steve Wozniak, April 1976.

According to one existing version, the company was named Apple due to the fact that founders Steve Jobs and Steve Wozniak simply wanted to get into telephone directories above Atari, their potential competitor.

Apple's first logo was an image of Isaac Newton sitting under an apple tree.

Notes