Apple Inc

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Template:Use mdy dates Template:Pp-move-indef Template:Infobox Company Apple Inc., (Template:Nasdaq) formerly Apple Computer, Inc., is an American multinational corporation which designs and manufactures consumer electronics and software products. The company's best-known hardware products include Macintosh computers, iPod portable media players, and the iPhone. Apple software includes the Mac OS X operating system, the iTunes media browser, the iLife suite of multimedia and creativity software, and Final Cut Studio, a suite of professional audio- and film-industry software products. The company operates more than 250 retail stores in nine countries<ref name="usstores">Template:Cite web</ref> and an online store where hardware and software products are sold.

Established in Cupertino, California on April 1, 1976 and incorporated January 3, 1977,<ref name="orgincpr" /> the company was called "Apple Computer, Inc." for its first 30 years, but dropped the word "Computer" on January 9, 2007<ref>Template:Cite web</ref> to reflect the company's ongoing expansion into the consumer electronics market in addition to its traditional focus on personal computers.<ref>Template:Cite web</ref> Apple has about 32,000 employees worldwide<ref name=10K2008 /> and had worldwide annual sales of US$32.48 billion in its fiscal year ending September 29, 2008.<ref name="ApplePR20081021" /> For reasons as various as its philosophy of comprehensive aesthetic design to its distinctive advertising campaigns, Apple has established a unique reputation in the consumer electronics industry. This includes a customer base that is devoted to the company and its brand, particularly in the United States.<ref>Template:Cite web</ref> In 2008, Fortune magazine named Apple the most admired company in the United States.<ref>Template:Cite journal</ref> Template:TOClimit

Contents 1 History 1.1 1976–1980: The early years 1.2 1981–1985: Lisa and Macintosh 1.3 1986–1993: Rise and fall 1.4 1994–1997: Attempts at reinvention 1.5 1998–2005: New beginnings 1.6 2005–present: The Intel partnership 2 Current products 2.1 Mac and accessories 2.2 iPod 2.3 iPhone 2.4 Apple TV 2.5 Software 3 Culture 3.1 Business 3.2 User 4 Corporate affairs 4.1 Headquarters 4.2 CEOs 4.3 Directors 4.4 Executives 4.5 Advertising 4.5.1 Logos 4.5.2 Slogans 5 Environmental record 6 Criticism 7 References 8 Further reading 9 External links

History

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1976–1980: The early years

Apple was established on April 1, 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne,<ref>Template:Cite book</ref> to sell the Apple I personal computer kit. They were hand-built by Wozniak<ref>IOL Technology - Co-founder tells his side of Apple story</ref><ref>NPR : A Chat with Computing Pioneer Steve Wozniak</ref> and first shown to the public at the Homebrew Computer Club.<ref>Wozniak, Stephen. Homebrew and How the Apple Came to Be, Digital Deli. Retrieved on 2007-03-02.</ref> The Apple I was sold as a motherboard (with CPU, RAM, and basic textual-video chips)—less than what is today considered a complete personal computer.<ref>Kahney, Leander. Rebuilding an Apple From the Past, Wired, 2002-11-19.</ref> The Apple I went on sale in July 1976 and was market-priced at US$666.66.<ref>BBC News: History of Technology. Accessed January 19, 2008.</ref><ref>Computer History Museum (ComputerHistory.org). Accessed January 19, 2008.</ref><ref>Game Makers (TV Show): Apple II]. Originally aired January 6, 2005.</ref><ref>Picture of original ad featuring US666.66 price</ref><ref name="iWoz">Wozniak, Steven: "iWoz", page 180. W. W. Norton, 2006. ISBN 978-0-393-06143-7</ref>

Apple was incorporated January 3, 1977<ref name="orgincpr">Apple Investor Relations FAQ, Apple. Retrieved on 2007-03-02.</ref> without Wayne, who sold his share of the company back to Jobs and Wozniak for US$800. Mike Markkula provided essential business expertise and funding of US$250,000 during the incorporation of Apple.<ref>Template:Cite web</ref><ref>http://ca.encarta.msn.com/encyclopedia_761552652/apple_inc_.html, MSN Encarta Retrieved on 2007-03-02.</ref>

The Apple II was introduced on April 16, 1977 at the first West Coast Computer Faire. It differed from its major rivals, the TRS-80 and Commodore PET, because it came with color graphics and an open architecture. While early models used ordinary cassette tapes as storage devices, they were superseded by the introduction of a 5 1/4 inch floppy disk drive and interface, the Disk II.<ref>Template:Cite web</ref>

The Apple II was chosen to be the desktop platform for the first "killer app" of the business world—the VisiCalc spreadsheet program.<ref name="lemvc">Hormby, Thomas. VisiCalc and the rise of the Apple II, Low End Mac, 2006-09-22. Retrieved on 2007-03-02.</ref> VisiCalc created a business market for the Apple II, and gave home users an additional reason to buy an Apple II—compatibility with the office.<ref name="lemvc" /> According to Brian Bagnall, Apple exaggerated its sales figures and was a distant third place to Commodore and Tandy until VisiCalc came along.<ref>Template:Cite book</ref><ref>Personal Computer Market Share: 1975–2004 The figures show Mac higher, but that is not a single model.</ref>

By the end of the 1970s, Apple had a staff of computer designers and a production line. The Apple II was succeeded by the Apple III in May 1980 as the company competed with IBM and Microsoft in the business and corporate computing market.<ref>Coventry, Joshua. Apple III Chaos: What Happened When Apple Tried to Enter the Business Market, Low End Mac, 2006-09-01. Retrieved on 2007-03-02.</ref>

Jobs and several Apple employees including Jef Raskin visited Xerox PARC in December 1979 to see the Xerox Alto. Xerox granted Apple engineers three days of access to the PARC facilities in return for US$1 million in pre-IPO Apple stock.<ref>Fool.com: How Xerox Forfeited the PC War [Fool on the Hill September 18, 2000]. Retrieved August 12, 2008.</ref> Jobs was immediately convinced that all future computers would use a GUI, and development of a GUI began for the Apple Lisa.<ref>Apple at 30 - 1976 to 1986 | World of Apple. Retrieved August 12, 2008.</ref>

1981–1985: Lisa and Macintosh

Steve Jobs began working on the Apple Lisa in 1978 but in 1982 he was pushed from the Lisa team due to infighting, and took over Jef Raskin's low-cost-computer project, the Macintosh. A turf war broke out between Lisa's "corporate shirts" and Jobs' "pirates" over which product would ship first and save Apple. Lisa won the race in 1983 and became the first personal computer sold to the public with a GUI, but was a commercial failure due to its high price tag and limited software titles.<ref name="lemlisa">Hormby, Thomas. A history of Apple's Lisa, 1979–1986, Low End Mac, 2005-10-06. Retrieved on 2007-03-02.</ref>

In 1984, Apple next launched the Macintosh. Its debut was announced by the now famous US$1.5 million television commercial, "1984". It was directed by Ridley Scott, aired during the third quarter of Super Bowl XVIII on January 22, 1984,<ref>Apple's 1984: The Introduction of the Macintosh in the Cultural History of Personal Computers</ref> and is now considered a watershed event for Apple's success<ref>Apple's '1984' Super Bowl commercial still stands as watershed event</ref> and a masterpiece.<ref name="masterpiece">Template:Cite web</ref><ref name="cellini">Template:Cite web</ref>

The Macintosh initially sold well, but follow-up sales were not strong.<ref name="lem1985">Hormby, Thomas. Good-bye Woz and Jobs: How the first Apple era ended in 1985, Low End Mac, 2006-10-02. Retrieved on 2007-03-02.</ref> The machine's fortunes changed with the introduction of the LaserWriter, the first PostScript laser printer to be offered at a reasonable price point, and PageMaker, an early desktop publishing package. The Mac was particularly powerful in this market due to its advanced graphics capabilities, which were already necessarily built-in to create the intuitive Macintosh GUI. It has been suggested that the combination of these three products was responsible for the creation of the desktop publishing market.<ref>When was desktop publishing invented? Retrieved on 2007-04-30.</ref>

With continued strong sales of the Apple II, and the introduction of the Macintosh, Apple's sales reached new highs and the company had its initial public offering on September 7, 1984.

A power struggle developed between Jobs and new CEO John Sculley in 1985.<ref name="lemsculley">Hormby, Thomas. Growing Apple with the Macintosh: The Sculley years, Low End Mac, 2006-02-22. Retrieved on 2007-03-02.</ref> Apple's board of directors sided with Sculley and Jobs was removed from his managerial duties.<ref name="lem1985" /> Jobs resigned from Apple and founded NeXT Inc. the same year.<ref>Template:Cite news</ref>

Apple's sustained growth during the early 1980s was partly due to its leadership in the education sector, attributed to their adaptation of the programming language LOGO, used in many schools with the Apple II. The drive into education was accentuated in California with the donation of one Apple II and one Apple LOGO software package to each public school in the state.

1986–1993: Rise and fall

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Having learned several painful lessons after introducing the bulky Macintosh Portable in 1989, Apple introduced the PowerBook in 1991, which established the modern form and ergonomic layout of the laptop computer.<ref name="lempb">Hormby, Thomas. Birth of the PowerBook: How Apple took over the portable market in 1991, Low End Mac, 2005-11-23. Retrieved on 2007-03-02.</ref> The same year, Apple introduced System 7, a major upgrade to the operating system which added color to the interface and introduced new networking capabilities. It remained the architectural basis for Mac OS until 2001.

The success of the PowerBook and other products led to increasing revenue.<ref name="lemsculley" /> For some time, it appeared that Apple could do no wrong, introducing fresh new products and generating increasing profits in the process. The magazine MacAddict named the period between 1989 and 1991 as the "first golden age" of the Macintosh.

Following the success of the LC, Apple introduced the Centris line, a low end Quadra offering, and the ill-fated Performa line which was sold in several confusing configurations and software bundles to avoid competing with the various consumer outlets such as Sears, Price Club, and Wal-Mart, the primary dealers for these models. The end result was disastrous for Apple as consumers did not understand the difference between models.

During this time Apple experimented with a number of other failed consumer targeted products including digital cameras, portable CD audio players, speakers, video consoles, and TV appliances. Enormous resources were also invested in the problem-plagued Newton division based on John Sculley's unrealistic market forecasts. Ultimately, all of this proved be too-little-too-late for Apple as their market share and stock prices continued to slide.

Apple saw the Apple II family as too expensive to produce, while taking away sales from the low end Macintosh.<ref>Apple II History Chap 11. Retrieved August 12, 2008.</ref> In 1990 Apple released the Macintosh LC with a single expansion slot for the Apple IIe Card to migrate Apple II users to the Macintosh platform.<ref>Apple II History Chap 11. Retrieved August 12, 2008.</ref> Apple stopped selling the Apple IIe in 1993.

Microsoft continued to gain market share with Windows, focusing on delivering software with cheap commodity PCs while Apple was delivering a richly engineered, but expensive, experience.<ref>1990–1995: Why the World Went Windows. Retrieved August 12, 2008.</ref> Apple relied on high profit margins and never developed a clear response. Instead they sued Microsoft for using a graphical user interface similar to the Apple Lisa in Apple Computer, Inc. v. Microsoft Corporation.<ref name="lemms">Hormby, Thomas. The Apple vs. Microsoft GUI lawsuit, Low End Mac, 2006-08-25. Retrieved on 2007-03-02.</ref> The lawsuit dragged on for years before being thrown out of court. At the same time, a series of major product flops and missed deadlines destroyed Apple's reputation and Sculley was replaced by Michael Spindler.<ref>Michael Spindler: The Peter Principle at Apple. Retrieved August 12, 2008.</ref>

1994–1997: Attempts at reinvention

By the early 1990s, Apple was developing alternative platforms to the Macintosh, such as the A/UX. The Macintosh platform was becoming outdated since it was not built for multitasking, and several important software routines were programmed directly into the hardware. In addition, Apple was facing competition from OS/2 and UNIX vendors like Sun Microsystems. The Macintosh would need to be replaced by a new platform, or reworked to run on more powerful hardware.<ref>1990–1995: Hitting the Wall. Retrieved August 14, 2008.</ref>

In 1994, Apple allied with IBM and Motorola in the AIM alliance. The goal was to create a new computing platform (the PowerPC Reference Platform), which would use IBM and Motorola hardware coupled with Apple's software. The AIM alliance hoped that PReP's performance and Apple's software would leave the PC far behind, thus countering Microsoft. The same year, Apple introduced the Power Macintosh, the first of many Apple computers to use IBM's PowerPC processor.<ref>Power Macintosh 6100. Retrieved August 12, 2008.</ref>

In 1996, Michael Spindler was replaced by Gil Amelio as CEO. Gil Amelio made many changes at Apple, including massive layoffs.<ref>Chaffin, Bryan. "Former Apple CEO Gil Amelio Lands A New CEO Job || The Mac Observer", The Mac Observer, February 6, 2001. Retrieved August 15, 2008.</ref> After multiple failed attempts to improve Mac OS, first with the Taligent project, then later with Copland and Gershwin, Amelio chose to purchase NeXT and its NeXTSTEP operating system, bringing Steve Jobs back to Apple as an advisor.<ref>Apple Computer, Inc. Finalizes Acquisition of NeXT Software Inc., Apple Inc., 1997-02-07. Retrieved on 2006-06-25.</ref> On July 9, 1997, Gil Amelio was ousted by the board of directors after overseeing a three-year record-low stock price and crippling financial losses. Jobs became the interim CEO and began restructuring the company's product line.

At the 1997 Macworld Expo, Steve Jobs announced that Apple would join Microsoft to release new versions of Microsoft Office for the Macintosh, and that Microsoft made a US$150 million investment in non-voting Apple stock.<ref>Microsoft and Apple Affirm Commitment to Build Next Generation Software for Macintosh, Apple Inc., 1997-08-06.</ref>

On November 10, 1997, Apple introduced the Apple Store, tied to a new build-to-order manufacturing strategy.<ref>Harreld, Heather. "Apple gains tech, agency customers in Next deal", Federal Computer Week, January 5, 1997. Retrieved August 15, 2008.</ref><ref>"Apple unveils new marketing strategy. | Knight Ridder/Tribune News Service (November, 1997)". Retrieved August 15, 2008.</ref>

1998–2005: New beginnings

On August 15, 1998, Apple introduced a new all-in-one computer reminiscent of the Macintosh 128K: the iMac. The iMac design team was led by Jonathan Ive, who would later design the iPod and the iPhone.<ref name="levgrossman">Grossman, Lev. The Apple Of Your Ear, TIME, 2007-01-12. Retrieved on 2007-02-01.</ref><ref>Wilson, Greg. Private iCreator is genius behind Apple's polish, New York Daily News, 2007-01-14. Retrieved on 2007-02-01.</ref> The iMac featured current technology and a groundbreaking design. It sold close to 800,000 units in its first five months and returned Apple to profitability for the first time since 1993.<ref name="800kimacs">800,000 iMacs Sold in First 139 Days. Retrieved August 15, 2008.</ref>

Through this period, Apple purchased several companies to create a portfolio of professional and consumer-oriented digital production software. In 1998, Apple announced the purchase of Macromedia's Final Cut software, signaling its expansion into the digital video editing market.<ref>Sarkar, Pia. "FRIENDS AND FOES / Despite squabbles, Apple and Adobe have benefited from one another", SFGate, February 25, 2002. Retrieved August 15, 2008.</ref> The following year, Apple released two video editing products: iMovie for consumers, and Final Cut Pro for professionals, the latter of which has gone on to be a significant video-editing program, with 800,000 registered users in early 2007.<ref>Template:Cite web</ref> In 2002 Apple purchased Nothing Real for their advanced digital compositing application Shake,<ref>Chaffin, Bryan. "Apple Shake: Apple Buys Nothing Real, A High End Compositing Software Maker || The Mac Observer", The Mac Observer, February 7, 2002. Retrieved August 15, 2008.</ref> as well as Emagic for their music productivity application Logic, which led to the development of their consumer-level GarageBand application.<ref>Apple Acquires Emagic, Apple, July 1, 2002. Retrieved August 15, 2008.</ref><ref>Deitrich, Andy. Garage Band: Part 1, ars technica, February 2, 2004. Retrieved August 15, 2008.</ref> iPhoto's release the same year completed the iLife suite.<ref>Apple Introduces iPhoto, Apple Inc., January 7, 2002. Retrieved August 15, 2008.</ref>

Mac OS X, based on NeXT's OPENSTEP and BSD Unix was released on March 24, 2001, after several years of development. Aimed at consumers and professionals alike, Mac OS X aimed to combine the stability, reliability and security of Unix with the ease of use afforded by an overhauled user interface. To aid users in migrating from Mac OS 9, the new operating system allowed the use of OS 9 applications through Mac OS X's Classic environment.<ref>Apple - Support - Mac OS X v10.4 Tiger Classic Environment</ref>

On May 19, 2001, Apple opened the first official Apple Retail Stores in Virginia and California.<ref>http://www.ifoapplestore.com/stores/chronology_2001-2003.html</ref> The same year, Apple introduced the iPod portable digital audio player. The product was phenomenally successful — over 100 million units were sold within six years.<ref>Apple enjoys ongoing iPod demand, BBC News, 2006-01-18. Retrieved on 2007-04-27.</ref><ref>Cantrell, Amanda. Apple's remarkable comeback story, CNN, 2006-03-29. Retrieved on 2007-03-02.</ref> In 2003, Apple's iTunes Store was introduced, offering online music downloads for US$0.99 a song and integration with the iPod. The service quickly became the market leader in online music services, with over 5 billion downloads by June 19, 2008.<ref>iTunes Store Tops Five Billion Songs, Apple Inc., 2008-06-19. Retrieved on 2008-09-03.</ref>

Since 2001 Apple's design team has progressively abandoned the use of translucent colored plastics first used in the iMac G3. This began with the titanium PowerBook and was followed by the white polycarbonate iBook and the flat-panel iMac.<ref>"Apple revamps iBook. | Network World (May, 2001)", Network World, May 2, 2001. Retrieved August 19, 2008.</ref><ref>Magee, Mike. "iMac "All-in-One" is a trinity - The INQUIRER", The Inquirer, January 26, 2002. Retrieved August 19, 2008.</ref>

2005–present: The Intel partnership

At the Worldwide Developers Conference keynote address on June 6, 2005, Steve Jobs announced that Apple would begin producing Intel-based Mac computers in 2006.<ref name="printel">Apple to Use Intel Microprocessors Beginning in 2006, Apple Inc., 2005-06-06. Retrieved on 2007-03-02.</ref> On January 10, 2006, the new MacBook Pro and iMac became the first Apple computers to utilize Intel's Core Duo CPU. By August 7, 2006 Apple had transitioned the entire Mac product line to Intel chips, over 1 year sooner than announced.<ref name="printel" /> The Power Mac, iBook, and PowerBook brands were retired during the transition, the Mac Pro, MacBook, and Macbook Pro became their respective successors.<ref>Power Mac to Mac Pro</ref><ref>Apple Unveils New MacBook Featuring Intel Core Duo Processors </ref>

Apple also introduced Boot Camp to help users install Windows XP or Windows Vista on their Intel Macs alongside Mac OS X.<ref>Template:Cite web</ref>

Apple's success during this period was evident in its stock price. Between early 2003 and 2006, the price of Apple's stock increased more than tenfold, from around US$6 per share (split-adjusted) to over US$80. In January 2006, Apple's market cap surpassed that of Dell.<ref name="modell">Gamet, Jeff. Apple Passes Dell's Market Cap, MacObserver, 2006-01-16. Retrieved on 2007-03-02.</ref> Nine years prior, Dell's CEO Michael Dell said that if he ran Apple he would "shut it down and give the money back to the shareholders."<ref>Singh, Jal. Dell: Apple should close shop, CNET News, 1997-10-06. Retrieved on 2007-03-02.</ref>

Delivering his keynote at the Macworld Expo on January 9, 2007, Steve Jobs announced that Apple Computer, Inc. would from that point on be known as Apple Inc. The event also saw the announcement of the iPhone and the Apple TV.<ref name="MW2007">http://www.apple.com/hotnews/articles/2007/01/mwsf/</ref> The following day, Apple shares hit US$97.80, an all-time high. In May, Apple's share price passed the US$100 mark.<ref>AAPL surges past $100, target at $140, MacNN, 2007-04-26. Retrieved on 2007-07-10.</ref>

On February 7, 2007, Apple indicated that it would sell music on the iTunes Store without DRM (which would allow tracks to be played on third-party players) if record labels would agree to drop the technology.<ref name="NewsMax">Jobs, Steve. Thoughts on Music, Apple Inc., 2007-02-06. Retrieved on 2007-03-02.</ref> On April 2, 2007, Apple and EMI jointly announced the removal of DRM technology from EMI's catalog in the iTunes Store, effective in May.<ref>Dalrymple, Jim. Apple, EMI offer higher-quality DRM free downloads, Playlist Magazine, 2007-02-06. Retrieved on 2007-04-07.</ref>

On July 11, 2008, Apple launched the App Store to sell third-party applications for the iPhone and iPod Touch.<ref>Flandez, Raymund. "Programmers Jockey for iPhone Users at Apple Site", The Wall Street Journal. Retrieved August 16, 2008.</ref> Within a month, the store sold 60 million applications and brought in US$1 million daily on average, with Steve Jobs speculating that the App Store could become a billion-dollar business for Apple.<ref>McLaughlin, Kevin. "Apple's Jobs Gushes Over App Store Success - The Channel Wire - IT Channel News And Views by CRN and VARBusiness", ChannelWeb, August 11, 2008. Retrieved August 16, 2008.</ref>

On December 16, 2008, Apple announced 2009 would be the last year Apple would be attending the Macworld Expo, and that Phil Schiller would deliver the 2009 keynote in lieu of the expected Steve Jobs.<ref>"Chunkier sidekick to replace Jobs at Macworld", DoesWhat. Retrieved December 16, 2008.</ref>

On January 14, 2009, an internal Apple memo from Steve Jobs announced that he would be taking a six-month leave of absence, until the end of June 2009, to allow him to better focus on his health and to allow the company to better focus on products.<ref>Template:Cite web</ref>

Current products

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Mac and accessories

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• Mac mini, consumer sub-desktop computer introduced in January 2005.
• iMac, consumer all-in-one desktop computer that was first introduced by Apple in 1998. Its popularity helped revive the company's fortunes.<ref name="800kimacs" />
• Mac Pro, workstation-class desktop computer introduced in August 2006.
• MacBook, consumer notebook introduced in 2006, available in white and aluminum variants.
• MacBook Air, ultra-thin, ultra-portable notebook, introduced in January 2008.
• MacBook Pro, professional portable computer alternative to the MacBook, introduced in January 2006.
• Xserve, rack mounted, dual core, dual processor 1U server.

Apple sells a variety of computer accessories for Mac computers including the AirPort wireless networking products, Time Capsule, Cinema Display, Mighty Mouse, the Apple Wireless Keyboard computer keyboard, and the Apple USB Modem.

iPod

thumb|100px|iPod Nano On October 23, 2001, Apple introduced the iPod digital music player. It has evolved to include various models targeting the needs of different users. The iPod is the market leader in portable music players by a significant margin, with more than 100 million units shipped as of April 9, 2007.<ref>Template:Cite web</ref> Apple has partnered with Nike to introduce the [[Nike+iPod]] Sports Kit enabling runners to synchronize and monitor their runs with iTunes and the Nike+ website. Apple currently sells four variants of the iPod.

• iPod Classic (Previously named iPod from 2001 to 2007), portable media player first introduced in 2001, currently with a 120 GB capacity.
• iPod Nano, portable media player first introduced in 2005, currently available in 8 and 16 GB models.
• iPod Shuffle, digital audio player first introduced in 2005, currently available in 1 and 2 GB models.
• iPod Touch, portable media player first introduced in September 2007, currently available in 8, 16, and 32 GB models.

iPhone

At the Macworld Conference & Expo in January 2007, Steve Jobs revealed the long anticipated<ref>http://query.nytimes.com/gst/fullpage.html?res=9D04E7D6133DF93AA2575BC0A9649C8B63</ref> iPhone, a convergence of an Internet-enabled smartphone and iPod.<ref name="apple.com">http://www.apple.com/pr/library/2007/01/09iphone.html</ref> The iPhone combines a 2.5G quad band GSM and EDGE cellular phone with features found in hand held devices, running a scaled-down versions of Apple's Mac OS X (dubbed iPhone OS), with various Mac OS X applications such as Safari and Mail. It also includes web-based and Dashboard apps such as Google Maps and Weather. The iPhone features a Template:Convert touch screen display, 8 or 16 GB of memory, Bluetooth, and Wi-Fi (both "b" and "g").<ref name="apple.com" /> The iPhone first became available on June 29, 2007 for US$499 (4 GB) and US$599 (8 GB).<ref>http://www.apple.com/pr/library/2007/06/28iphone.html</ref> On June 9, 2008, at WWDC 2008, Steve Jobs announced that the iPhone 3G would be available on July 11, 2008.<ref>http://www.apple.com/pr/library/2008/06/09iphone.html</ref> This version added support for 3G networking, assisted-GPS navigation and a new look among other things.<ref>Template:Cite web</ref>

Apple TV

At the 2007 Macworld conference, Jobs demonstrated the Apple TV, (previously known as the iTV),<ref>http://www.apple.com/pr/library/2006/sep/12itunes7.html</ref> a set-top video device intended to bridge the sale of content from iTunes with high-definition televisions. The device links up to a user's TV and syncs, either via Wi-Fi or a wired network, with one computer's iTunes library and streams from an additional four. The Apple TV originally incorporated a 40 GB hard drive for storage, includes outputs for HDMI and component video, and plays video at a maximum resolution of 720p.<ref>http://www.apple.com/pr/library/2007/01/09appletv.html</ref> On May 31, 2007 a 160 GB drive was released alongside the existing 40 GB model<ref>http://www.apple.com/pr/library/2007/05/30appletv.html</ref> and on January 15, 2008 a software update was released, which allowed media to be purchased directly from the Apple TV.<ref>http://www.apple.com/pr/library/2008/01/15appletv.html</ref>

Software

Template:See also Apple develops its own operating system to run on Macs, Mac OS X, the latest version being Mac OS X v10.5 Leopard. Apple also independently develops computer software titles for its Mac OS X operating system. Much of the software Apple develops is bundled with its computers. An example of this is the consumer-oriented iLife software package which bundles iDVD, iMovie, iPhoto, iTunes, GarageBand, and iWeb. For presentation, page layout and word processing, iWork is available, which includes Keynote, Pages, and Numbers. iTunes, QuickTime media player, Safari web browser, and Software Update are available as free downloads for both Mac OS X and Windows.

Apple also offers a range of professional software titles. Their range of server software includes the operating system Mac OS X Server; Apple Remote Desktop, a remote systems management application; WebObjects, Java EE Web application server; and Xsan, a Storage Area Network file system. For the professional creative market, there is Aperture for professional RAW-format photo processing; Final Cut Studio, a video production suite; Logic, a comprehensive music toolkit and Shake, an advanced effects composition program.

Apple also offers online services with MobileMe (formerly .Mac) which bundles personal web pages, email, Groups, iDisk, backup, iSync, and Learning Center online tutorials. MobileMe is a subscription-based internet suite that capitalizes on the ability to store personal data on an online server and thereby keep all web-connected devices in sync.<ref>Template:Cite web</ref> Announced at MacWorld Expo 2009, iWork.com allows iWork users to upload documents for sharing and collaboration. Template:Timeline of Apple Products

Culture

Business

Apple was one of several highly successful companies founded in the 1970s that bucked the traditional notions of what a corporate culture should look like in terms of organizational hierarchy (flat versus tall, casual versus formal attire, etc.). Other highly successful firms with similar cultural aspects from the same time period include Southwest Airlines and Microsoft. Originally, the company stood in opposition to staid competitors like IBM more or less by default, thanks to the influence of its founders; Steve Jobs often walked around the office barefoot even after Apple was a Fortune 500 company. By the time of the "1984" TV ad, this trait had become a key way the company attempts differentiated itself from its competitors.<ref>Apple Corporate Culture</ref>

As the company has grown and been led by a series of chief executives, each with his own idea of what Apple should be, some of its original character has arguably been lost, but Apple still has a reputation for fostering individuality and excellence that reliably draws talented people into its employ, especially after Jobs' return. To recognize the best of its employees, Apple created the Apple Fellows program. Apple Fellows are those who have made extraordinary technical or leadership contributions to personal computing while at the company. The Apple Fellowship has so far been awarded to a few individuals including Bill Atkinson,<ref name="hertzfeld">Hertzfeld, Andy. Credit Where Due,Folklore.org, January 1983. Retrieved on 2006-05-26.</ref> Steve Capps,<ref>Newton Hall of Fame!</ref> Rod Holt,<ref name="hertzfeld" /> Alan Kay,<ref name="yoyow">Eisenhart, Mary. Fighting Back For Mac, MicroTimes, 1997. Retrieved on 2006-05-26.</ref><ref>Hertzfeld, Andy. Leave of Absence,Folklore.org, March 1984. Retrieved on 2006-05-26.</ref> Guy Kawasaki,<ref name="yoyow" /><ref>Kawakami, John. Apple Taps Guy Kawasaki For Apple Fellows Program, MacTech, September 1995. Retrieved on 2006-05-26.</ref> Al Alcorn,<ref>Wired 4.10: Spawn of Atari</ref> Don Norman,<ref name="yoyow" /> Rich Page,<ref name="hertzfeld" /> and Steve Wozniak.<ref name="hertzfeld" />

User

According to surveys by J. D. Power, Apple has the highest brand and repurchase loyalty of any computer manufacturer. While this brand loyalty is considered unusual for any product, Apple appears not to have gone out of its way to create it. At one time, Apple evangelists were actively engaged by the company, but this was after the phenomenon was already firmly established. Apple evangelist Guy Kawasaki has called the brand fanaticism "something that was stumbled upon".<ref>Huba, Jackie; McConnell, Ben. The father of evangelism marketing.</ref> Apple has, however, supported the continuing existence of a network of Mac User Groups in most major and many minor centers of population where Mac computers are available.

Mac users meet at the European Apple Expo and the San Francisco Macworld Conference & Expo trade shows where Apple traditionally introduced new products each year to the industry and public. Mac developers in turn gather at the annual Apple Worldwide Developers Conference.

Apple Store openings can draw crowds of thousands, with some waiting in line as much as a day before the opening or flying in from other countries for the event.<ref>Apple Store: Chain of Devotion</ref> The New York City Fifth Avenue "Cube" store had a line as long as half a mile; a few Mac fans took the opportunity of the setting to propose marriage.<ref>ifo Apple Store - Fifth Avenue Grand Opening</ref> The Ginza opening in Tokyo was estimated in the thousands with a line exceeding eight city blocks.<ref>JapanConsuming.com: Apple in Osaka</ref>

John Sculley told The Guardian newspaper in 1997: "People talk about technology, but Apple was a marketing company. It was the marketing company of the decade."<ref>Wired News: Apple: It's All About the Brand</ref>

Market research indicates that Apple draws its customer base from an unusually artistic, creative, and well-educated population, which may explain the platform’s visibility within certain youthful, avant-garde subcultures.<ref>Fried, Ian. Are Mac users smarter?, news.com, 2002-07-12. Retrieved on 2006-04-24.</ref>

Corporate affairs

Template:See also Apple has a history of vertical integration in their products, manufacturing the hardware on which they pre-install their software.Template:Fact

During the Mac's early history Apple generally refused to adopt prevailing industry standards for hardware, instead creating their own.<ref>http://lawlor.cs.uaf.edu/~olawlor/ref/mac_ports/index.html</ref> 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 adopted USB, AGP, HyperTransport, Wi-Fi, and other industry standards in its computers and was in some cases a leader in the adoption of such standards such as USB.<ref>http://www.ibm.com/developerworks/power/library/pa-spec7.html</ref> FireWire is an Apple-originated standard which has seen widespread industry adoption after it was standardized as IEEE 1394.<ref>1394 Trade Association: What is 1394?</ref>

Ever since the first Apple Store opened, Apple has sold third party accessories.<ref>http://www.apple.com/pr/library/2003/may/20retail.html</ref> This allows, for instance, Nikon and Canon to sell their Mac-compatible digital cameras and camcorders inside the store. Adobe, one of Apple's oldest software partners,<ref>http://www.macworld.com/article/59940/2007/09/adobeandapple.html</ref> also sells its Mac-compatible software, as does Microsoft, who sells Microsoft Office for the Mac. Books from John Wiley & Sons, who publishes the For Dummies series of instructional books, are a notable exception however. The publisher's line of books were banned from Apple Stores in 2005 because Steve Jobs disagreed with their editorial policy.<ref>Hafner, Katie: Steve Jobs's Review of His Biography: Ban It, The New York Times, 2005-04-30.</ref>

Headquarters

Apple Inc.'s world corporate headquarters are located in the middle of Silicon Valley, at 1 Infinite Loop, Cupertino, California. This Apple campus has six buildings which total Template:Convert and was built in 1993 by Sobrato Development Cos.<ref>Apple gobbles up Cupertino office space - Silicon Valley / San Jose Business Journal:</ref>

In 2006, Apple announced its intention to build a second campus on Template:Convert assembled from various contiguous plots. The new campus, also in Cupertino, will be about one mile (1.6 km) east of the current campus.<ref>Template:Cite web</ref>

CEOs

• 1977–1981: Michael "Scotty" Scott
• 1981–1983: A. C. "Mike" Markkula
• 1983–1993: John Sculley
• 1993–1996: Michael Spindler
• 1996–1997: Gil Amelio
• 1997–Present: Steve Jobs (Interim CEO 1997–2000)

Directors

Template:See also

• Bill Campbell, Chairman of Intuit Inc.
• Millard Drexler, Chairman and CEO of J.Crew
• Al Gore, Former Vice President of the United States
• Steve Jobs, CEO and Co-founder of Apple; also a director of The Walt Disney Company
• Andrea Jung, Chairman and CEO of Avon Products
• Arthur D. Levinson, Chairman and CEO of Genentech
• Eric E. Schmidt, Chairman and CEO of Google
• Jerry York, Chairman, President, and CEO of Harwinton Capital

Executives

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• Steve Jobs, Chief Executive Officer
• Timothy D. Cook, Chief Operating Officer
• Peter Oppenheimer, Chief Financial Officer
• Philip W. Schiller, Senior Vice President of Worldwide Product Marketing
• Mark Papermaster, Senior Vice President of Devices Hardware Engineering
• Jonathan Ive, Senior Vice President of Industrial Design
• Bertrand Serlet, Senior Vice President of Software Engineering
• Ron Johnson, Senior Vice President of Retail
• Sina Tamaddon, Senior Vice President of Applications
• Scott Forstall, Senior Vice President of iPhone Software
• Bob Mansfield, Senior Vice President Mac Hardware
• Daniel Cooperman, General Counsel and Secretary

Advertising

Since the introduction of the Macintosh in 1984 with the 1984 Super Bowl commercial to the more modern 'Get a Mac' adverts, Apple has been recognized in the past for its efforts towards effective advertising and marketing for its products, though it has been criticized for the claims of some more recent campaigns, particularly 2005 Power Mac ads<ref>BBB Tells Apple to Halt Misleading Ads</ref><ref>Apple Power Mac ads 'misleading'</ref><ref>UK watchdog clears Apple ads</ref> and iPhone ads in Britain.

Logos

See also: [[U+F8FF]] or , seen as the Apple logo in some fonts.

Apple’s first logo, designed by Jobs and Wayne, depicts Sir Isaac Newton sitting under an apple tree. Almost immediately, though, this was replaced by Rob Janoff’s “rainbow Apple”, the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it, possibly as a tribute to Isaac Newton's discoveries of gravity (the apple), and the separation of light by prisms (the colors). This was one of several designs Janoff presented to Jobs in 1976.<ref>Wired News: Apple Doin' the Logo-Motion</ref>

While it is generally accepted to have referred to Isaac Newton, another explanation exists that the bitten apple pays homage to the mathematician Alan Turing, who committed suicide by eating an apple he had laced with cyanide.<ref>Template:Cite web</ref> Turing is regarded as one of the fathers of the computer. The rainbow colors of the logo are rumored to be a reference to the rainbow flag, as a homage to Turing's homosexuality.<ref>Understanding the Enigma of the Apple Computer Logo</ref>

In 1998, with the roll out of the new iMac, Apple began to use a monochromatic logo — supposedly at the insistence of recently returned Jobs — nearly identical in shape to its previous rainbow incarnation. However, no specific color is prescribed throughout Apple's software and hardware line. The logo's shape is one of the most recognized brand symbols in the world, identifies all Apple products and retail stores (the name "Apple" is not even present) and has been included as stickers in nearly all Macintosh and iPod packages through the years.

Slogans

Apple's first slogan, "Byte into an Apple", was coined in the late 1970s.<ref>Template:Cite web</ref> From 1997–2002, Apple used the slogan Think Different in advertising campaigns. The slogan had a lasting impact on their image and revived their popularity with the media and customers. Although the slogan has been retired, it is still closely associated with Apple.<ref>Apple Think Different Campaign | The Inspiration Room Daily. Retrieved August 12, 2008</ref> Apple also has slogans for specific product lines — for example, "iThink, therefore iMac", was used in 1998 to promote the iMac,<ref>MacWorld New York: I think, therefore iMac. Retrieved August 13, 2008.</ref> and "Say hello to iPhone" has been used in iPhone advertisements.<ref>BillDay.com » Say hello to iPhone. Retrieved August 13, 2008.</ref> "Hello" was also used to introduce the original Macintosh, iMac ("hello (again)"), and iPod when they were announced by Steve Jobs.Template:Fact

Environmental record

Greenpeace, an environmentalist organization, has controversially confronted Apple on various environmental issues, including promoting a global end-of-life take-back plan, non-recyclable hardware components, and toxins within the iPhone hardware.<ref name=itox /><ref>ABC News: Is the iPhone Toxic? Greenpeace Says So. Retrieved August 12, 2008</ref> Since 2003 they have campaigned against Apple regarding their chemical policies, in particular the inclusion of PVC and BFRs in their products.<ref name=itox>iTox + iWaste. Retrieved August 12, 2008.</ref> On May 2, 2007, Steve Jobs released a report announcing plans to completely eliminate PVC and BFRs by the end of 2008.<ref name="agreenapple">Apple - A Greener Apple. Retrieved August 12, 2008</ref><ref>Tasty news from Apple! | Greenpeace International. Retrieved August 12, 2008</ref>

Greenpeace runs a "Guide to Greener Electronics", which rates companies on chemical-disposal waste-reduction practices. In the first edition, released in August 2006, Apple scored 2.7/10.<ref>How the companies line up | Greenpeace International. Retrieved August 12, 2008</ref> In subsequent editions Apple's score has improved steadily.<ref>How the companies line up: 2nd Edition | Greenpeace International. Retrieved August 12, 2008</ref><ref>How the companies line up: 3rd Edition | Greenpeace International. Retrieved August 12, 2008</ref><ref>How the companies line up: 4th Edition | Greenpeace International. Retrieved August 12, 2008</ref><ref>How the companies line up: 6th Edition | Greenpeace International. Retrieved August 12, 2008</ref> Apple has soon improved its score to a 4.1/10, placing it in the 45 percentile among 17 other electronic companies and 10th in the rankings.<ref>http://www.greenpeace.org/usa/news/company-scores-plummet</ref>

At the 2007 Macworld Expo, Greenpeace presented a critique of Apple. Rick Hind, the legislative director of Greenpeace's toxics campaign, said, "(The company) is getting greener, but not green enough." Hind commented further, "The Macbook Air has less toxic PVC plastic and less toxic BFRs, but it could have zero and that would make Apple an eco-leader."<ref name="hylwpa">Apple's 'Green' Notebook Doesn't Impress Environmentalists. Retrieved August 12, 2008</ref>

In May 2008, Climate Counts, a nonprofit organization dedicated to directing consumers toward the greenest companies, gave Apple 11 points out of a possible 100 which placed the company last among electronics companies. Climate Counts also labeled Apple with a "stuck icon," and the environmental group added that Apple was "a choice to avoid for the climate conscious consumer."<ref>Environmental Group Hits Apple</ref> Steve Jobs responded "get out of the computer business (and) go save some whales."<ref name="hylwpa" />

The Environmental Protection Agency rates Apple highest amongst producers of notebook computers, and fairly well compared to producers of desktop computers and LCD displays.<ref>EPA Gives Apple Silver Rating on Environment || The Mac Observer</ref><ref name="redgreenpeace">EPA information should make GreenPeace red-faced over Apple targeting, Ars Technica. Retrieved on 2007-01-08.</ref>

In June 2007 Apple upgraded the MacBook Pro, replacing cold cathode lamps with mercury-free LEDs and arsenic-free LCD glass,<ref name="2008envroUpdate">Template:Cite web</ref> and has since done this for all notebooks. Apple has also phased out BFRs and PVCs from various internal components.<ref name="agreenapple" /><ref name="green_notebooks">Template:Cite web</ref><ref>Apple: MacBook Pro Graphics. Retrieved on 2007-06-08.</ref> Apple also offers detailed information about the emissions, materials, and electrical usage of each product.<ref name="EnvironmentalPerformance">Template:Cite web</ref> Apple has also begun to advertise how environmentally friendly their new laptops are including television spots and magazine ads, in addition to touting these facts on their website.Template:Fact

Criticism

Template:Criticism

• The Danish Consumer Complaints Board reported a fault with Apple's iBook line and criticized Apple's lackluster response to the issue, indicating customer support problems at Apple.<ref>Danes prove Apple iBook G4 has a defect - The INQUIRER</ref> A solder joint between two components fractured after a certain number of computer restarts causing the computer to break down, usually outside Apple's warranty period. Websites such as AppleDefects.com have been set up detailing issues on Apples product portfolio.<ref>Quality control problems or growing pains at Apple?.</ref><ref>The Sydney Morning Herald Blogs: MashUp</ref>
• Apple has been criticized for post-launch price changes, most notably after the price of the iPhone was reduced by US$200 just two months after its release, resulting in a flood of complaints to Apple.<ref>The Business Ethics Blog: Were iPhone Early-Adopters "Abused?", by Chris MacDonald</ref><ref>Apple screwed you: So now what? - The Unofficial Apple Weblog (TUAW)</ref> Apple did however attempt to rectify complaints by offering US$100 store credit to early iPhone customers.<ref>Apple - To all iPhone customers</ref><ref>iPhone's $100 Apple Store Credit program goes live - Engadget</ref>
• Apple has been accused of pressuring journalists to release their sources, with regards to leaked information about new Apple products, going as far as filing lawsuits against "John Does".<ref>Apple v. Does, EFF, 2006-05-26. Retrieved on 2007-05-14.</ref> In particular, Apple fought a protracted battle against the Think Secret web site which resulted in a "positive solution for both sides". No sources were revealed.<ref>Apple mugs Think Secret | The Register. Retrieved August 12, 2008</ref>
• There has been criticism of the iPhone and the iPod being locked into iTunes and creating a iTunes store monopoly for these devices.<ref>BBC NEWS | Technology | Time for Apple to face the music?</ref> Similarly, Apple has not licensed its FairPlay DRM system to any other company, preventing iPod and iPhone users from listening to DRM-protected music bought from sources other than the iTunes Store. DRM-free music from competing services can be purchased and used on Apple devices. However, Apple has transitioned the majority of its iTunes catalog to DRM-free, and will see the rest of the catalog go DRM-free by April.
• In 2006, the Mail on Sunday alleged possible sweatshop conditions existed in factories in China where contract manufacturers make the iPod.<ref>Sweatshop Conditions at IPod Factory Reported</ref> Immediately after the allegations, Apple launched an extensive investigation and worked with their manufacturers to remove all unacceptable conditions<ref>Apple, IT and the Specter of Sweatshop Labor</ref> but did not find any instances of sweatshop conditions.<ref>Apple: No Sweatshop IPod Labor</ref>
• The batteries in the iPod,<ref>Apple acts after battery of iPod complaints - Times Online</ref> iPhone,<ref>Apple's iPhone battery replacement requires 85 bucks, data backup | Tech news blog - CNET News.com</ref> MacBook Air<ref>MacBook Air has non-user-replaceable battery & storage - SlashGear</ref> and 17-inch MacBook Pro are not easily replaced by users. See also: Neistat Brothers.
• Apple was caught up in controversy regarding the online sales of music in the European Union where, as a single market, customers should be free to purchase goods and services from any member state. iTunes Stores there restricted users to only allow the purchase of content from the country to which their payment details originate, which also forced users in some countries to pay higher prices. On December 3, 2004 the British Office of Fair Trading referred the iTunes Music Store to the European Commission for violation of EU free-trade legislation. Apple commented that they did not believe they violated EU law, but were restricted by legal limits to the rights granted to them by the music labels and publishers. PC World commented that it appeared "the Commission's main target is not Apple but the music companies and music rights agencies, which work on a national basis and give Apple very little choice but to offer national stores".<ref>PC World - European Borders Fracture iTunes. Retrieved August 14, 2008.</ref>

References

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History

Further reading

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External links

Template:Companies portal

• Apple Inc.
• Apple Inc. Hoover's Factsheet
• Apple Inc. company profile — Google Finance

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Categories: Apple Inc. | Companies based in Silicon Valley | Companies established in 1976 | Computer companies of the United States | Computer hardware companies | Cupertino, California | Electronics companies | Home computer hardware companies | Networking hardware companies | Portable audio player manufacturers | Publicly traded companies | Software companies of the United States | Steve Jobs