View source for Company:Apple Inc.

{{Short description|American multinational technology company}}
{{Pp-semi-indef}}
{{Infobox company
| name = Apple Inc.
| logo = Apple logo black.svg
| logo_upright = 0.45
| logo_caption = Logo used since 1998
| image = Aerial view of Apple Park dllu.jpg
| image_upright = 1.15
| image_caption = Apple Park is the company's headquarters in Cupertino, California, in Silicon Valley.
| former_name = {{Unbulleted list | Apple Computer Company (1976–1977) | Apple Computer, Inc. <br> (1977–2007) }}
| type = [[Finance:Public company|Public]]
| traded_as = {{Unbulleted list | {{NASDAQ|AAPL}} | Nasdaq-100 component | DJIA component | S&P 100 component | S&P 500 component}}
| ISIN = {{ISIN|sl=n|pl=y|US0378331005}}
| industry = {{Unbulleted list | [[Engineering:Consumer electronics|Consumer electronics]] | Software services | Online services
}}
| founded = {{Start date and age|1976|04|01}} in Los Altos, California, U.S.
| founders = {{Unbulleted list | [[Biography:Steve Jobs|Steve Jobs]] | [[Biography:Steve Wozniak|Steve Wozniak]] | Ronald Wayne}}
| hq_location = 1 Apple Park Way
| hq_location_city = Cupertino, California
| hq_location_country = U.S.
| num_locations = 529 retail stores
| num_locations_year = 2023
| area_served = Worldwide
| key_people = {{Unbulleted list | Arthur D. Levinson ([[Social:Chairman|chairman]]) | Tim Cook ([[Social:Chief executive officer|CEO]]) | Jeff Williams ([[Social:Chief operating officer|COO]]) | Luca Maestri ([[Social:Chief financial officer|CFO]]) }}
| products = <!-- This list is not comprehensive, but rather a representative selection of the company's well-known products --> {{plainlist|
* AirPods
* [[Engineering:Apple TV|Apple TV]]
* [[Engineering:Apple Watch|Apple Watch]]
* [[Engineering:HomePod|HomePod]]
* [[Engineering:IPad|iPad]]
* [[Engineering:IPhone|iPhone]]
* Macintosh
* [[Timeline of Apple Inc. products|''Full list'']]
}}
| brands = 
| services = <!-- This list is not comprehensive, but rather a representative selection of the company's well-known services --> {{plainlist|
* [[Software:App Store (iOS)|App Store]]
* [[Chemistry:Apple Card|Apple Card]]
* Apple One
* [[Software:Apple Music|Apple Music]]
* [[Software:Apple Pay|Apple Pay]]
* Apple TV+
* [[Company:ICloud|iCloud]]
* [[Software:Shazam (application)|Shazam (application)]]
}}
| revenue = {{decrease}} {{US$|383.29 billion|link=yes}}
| revenue_year = 2023
| operating_income = {{decrease}} {{US$|114.30 billion|long=no}}
| income_year = 2023
| net_income = {{decrease}} {{US$|97.00 billion|long=no}}
| net_income_year = 2023
| assets = {{decrease}} {{US$|352.58 billion|long=no}}
| assets_year = 2023
| equity = {{increase}} {{US$|62.15 billion|long=no}}
| equity_year = 2023
| num_employees = 161,000
| num_employees_year = 2023
| subsid = {{Unbulleted list | Apple Studios | [[Company:Beats Electronics|Beats Electronics]] | [[Company:Beddit|Beddit]] | Braeburn Capital | [[Company:Claris|Claris]] | [[Company:Drive.ai|Drive.ai]] | [[Company:InVisage Technologies|InVisage Technologies]]}}
| website = {{url|https://www.apple.com/|apple.com}}
| footnotes = <ref name="Apple-10-K-Report-2021">{{Cite web |date=September 25, 2021 |title=Apple 10-K Report FY2021 |url=https://s2.q4cdn.com/470004039/files/doc_financials/2021/q4/_10-K-2021-(As-Filed).pdf |access-date=January 23, 2022}}</ref><ref>{{Cite web |date=November 3, 2023 |title=Apple Inc. Fiscal 2023 Annual Report (Form 10-K) |url=https://www.sec.gov/ix?doc=/Archives/edgar/data/320193/000032019323000106/aapl-20230930.htm |publisher=U.S. Securities and Exchange Commission}}</ref><ref>{{Cite web|url=https://www.apple.com/retail/storelist |title=Apple Retail Store – Store List |publisher= Apple |language= en-US |access-date= June 3, 2020}}</ref><ref>[https://businesssearch.sos.ca.gov/Document/RetrievePDF?Id=00806592-5959973 Certificate of Amendment of Articles of Incorporation] {{Webarchive|url=https://web.archive.org/web/20200926125141/https://businesssearch.sos.ca.gov/Document/RetrievePDF?Id=00806592-5959973 |date=September 26, 2020 }}, November 17, 1977. California Secretary of State</ref><ref>[https://businesssearch.sos.ca.gov/Document/RetrievePDF?Id=00806592-6322847 Certificate of Ownership], January 9, 2007. California Secretary of State.</ref>
}}

'''Apple Inc.''' (formerly '''Apple Computer, Inc.''') is an American [[Finance:Multinational corporation|multinational]] technology [[Company:Company|company]] headquartered in Cupertino, California, in Silicon Valley. It designs, develops, and sells [[Engineering:Consumer electronics|consumer electronics]], computer software, and online services. Devices include the [[Engineering:IPhone|iPhone]], [[Engineering:IPad|iPad]], Mac, [[Engineering:Apple Watch|Apple Watch]], and [[Engineering:Apple TV|Apple TV]]; operating systems include  [[Software:IOS|iOS]] and [[Software:MacOS|macOS]]; and software applications and services include [[Software:ITunes|iTunes]], [[Company:ICloud|iCloud]], and [[Software:Apple Music|Apple Music]].

{{As of|2023|March}}, Apple is the world's [[Finance:List of public corporations by market capitalization|largest company by market capitalization]].<ref name=":4">{{Cite web |title=Companies ranked by Market Cap - CompaniesMarketCap.com |url=https://companiesmarketcap.com/ |access-date=March 22, 2023 |website=companiesmarketcap.com |language=en-us}}</ref> In 2022, it was the largest technology company by revenue, with {{US$|394.3 billion|link=yes}}.<ref>{{Cite web |title=Apple Reports Fourth Quarter Results |url=https://www.apple.com/newsroom/2022/10/apple-reports-fourth-quarter-results/ |access-date=March 22, 2023 |website=Apple Newsroom |language=en-US}}</ref> {{as of|June 2022}}, Apple was the fourth-largest [[Engineering:Personal computer|personal computer]] vendor by unit sales, the largest manufacturing company by revenue, and the second-largest manufacturer of [[Engineering:Mobile phone|mobile phone]]s in the world. It is one of the Big Five American [[Engineering:Information technology|information technology]] companies, alongside Alphabet (the parent company of [[Company:Google|Google]]), [[Company:Amazon|Amazon]], [[Company:Meta Platforms|Meta]] (the parent company of [[Company:Facebook|Facebook]]), and [[Company:Microsoft|Microsoft]].

Apple was founded as Apple Computer Company on April 1, 1976, to produce and market [[Biography:Steve Wozniak|Steve Wozniak]]'s [[Engineering:Apple I|Apple I]] personal computer. The company was incorporated by Wozniak and [[Biography:Steve Jobs|Steve Jobs]] in 1977. Its second computer, the Apple II, became a best seller as one of the first mass-produced microcomputers. Apple introduced the [[Engineering:Apple Lisa|Lisa]] in 1983 and the Macintosh in 1984, as some of the first computers to use a [[Graphical user interface|graphical user interface]] and a [[Computer mouse|mouse]]. By 1985, the company's internal problems included the high cost of its products and power struggles between executives. That year Jobs left Apple to form NeXT, Inc., and Wozniak withdrew to other ventures. The market for personal computers expanded and evolved throughout the 1990s, and Apple lost considerable [[Finance:Market share|market share]] to the lower-priced duopoly of the [[Software:Microsoft Windows|Microsoft Windows]] operating system on [[Company:Intel|Intel]]-powered PC clones (also known as "[[Wintel]]").

In 1997, Apple was weeks away from bankruptcy. To resolve its failed [[Operating system|operating system]] strategy and entice Jobs's return, it bought [[Company:NeXT|NeXT]]. Over the next decade, Jobs guided Apple back to profitability through several tactics including introducing the iMac, [[Engineering:IPod|iPod]], iPhone, and iPad to critical acclaim, launching the "Think different" campaign and other memorable advertising campaigns, opening the Apple Store retail chain, and acquiring numerous companies to broaden its product portfolio. Jobs resigned in 2011 for health reasons, and died two months later. He was succeeded as CEO by Tim Cook.

Apple has received criticism regarding its contractors' labor practices, its environmental practices, and its business ethics, including [[Social:Anti-competitive practices|anti-competitive practices]] and materials sourcing. Nevertheless, it has a large following and a high level of [[Social:Brand loyalty|brand loyalty]]. It has been consistently ranked as one of the world's most valuable brands.

Apple became the first publicly traded U.S. company to be valued at over $1&nbsp;trillion in August 2018, then at $2&nbsp;trillion in August 2020, and at $3&nbsp;trillion in January 2022. In June 2023, it was valued at just over $3&nbsp;trillion.<ref>{{Cite web |title=Apple's market value ends above $3 trillion for first time |url=https://apple.news/ABv4dpRHxQwOcIriF3DF1MA|access-date=June 30, 2023 |publisher=Reuters |language=en-US}}</ref>

==History==

===1976–1980: Founding and incorporation===
[[File:Apple Garage.jpg|thumb|In 1976, Steve Jobs and Steve Wozniak co-founded Apple in Jobs's parents' home on Crist Drive in Los Altos, California.{{Sfn|Linzmayer|2004|pages=6–8}} Wozniak called the popular belief that the company was founded in the garage "a bit of a myth",<ref>{{Cite web |last=Gibbs |first=Samuel |date=December 5, 2014 |title=Steve Wozniak: Apple starting in a garage is a myth |url=https://www.theguardian.com/technology/2014/dec/05/steve-wozniak-apple-starting-in-a-garage-is-a-myth |archive-url=https://web.archive.org/web/20150425011132/https://www.theguardian.com/technology/2014/dec/05/steve-wozniak-apple-starting-in-a-garage-is-a-myth |archive-date=April 25, 2015 |access-date=November 12, 2019 |website={{wipe|The Guardian}}}}</ref> although they moved some operations to the garage when the bedroom became too crowded.<ref name="Linzmayer01">{{Cite news |last=Linzmayer |first=Owen W. |title=Apple Confidential: The Real Story of Apple Computer, Inc |work=The Denver Post |url=http://extras.denverpost.com/books/chap0411h.htm |url-status=live |archive-url=https://web.archive.org/web/20120414125259/http://extras.denverpost.com/books/chap0411h.htm |archive-date=April 14, 2012}}</ref>]]
[[File:2019-08-04 Apple I computer.jpg|thumb|The Apple I is Apple's first product, designed by Wozniak and sold as an assembled circuit board without the required keyboard, monitor, power supply, and the optional case.]]
[[File:Apple II Plus, Museum of the Moving Image.jpg|thumb|The Apple II Plus was introduced in 1979, designed primarily by Wozniak.]]
Apple Computer Company was founded on April 1, 1976, by [[Biography:Steve Jobs|Steve Jobs]], [[Biography:Steve Wozniak|Steve Wozniak]], and Ronald Wayne as a [[Social:Partnership|partnership]].{{Sfn|Linzmayer|2004|pages=6–8}}<ref>{{Cite news |last=Williams |first=Rhiannon |date=April 1, 2015 |title=Apple celebrates 39th year on April 1 |work=The Telegraph |url=https://www.telegraph.co.uk/technology/apple/11507451/Apple-celebrates-39th-year-on-April-1.html |url-status=live |url-access=subscription |access-date=July 9, 2017 |archive-url=https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/technology/apple/11507451/Apple-celebrates-39th-year-on-April-1.html |archive-date=January 10, 2022}}{{cbignore}}</ref> The company's first product is the [[Engineering:Apple I|Apple I]], a computer designed and hand-built entirely by Wozniak.<ref>{{Cite web |date=September 28, 2006 |title=Apple co-founder tells his side of the story |url=https://www.smh.com.au/news/laptops--desktops/wozniak-tells-his-side-of-the-story/2006/09/28/1159337270259.html |access-date=July 9, 2017 |website=The Sydney Morning Herald}}; {{Cite news |title=A Chat with Computing Pioneer Steve Wozniak |url=https://www.npr.org/templates/story/story.php?storyId=6167297 |website=NPR |date=September 29, 2006 |access-date=July 9, 2017}}</ref> To finance its creation, Jobs sold his [[Engineering:Volkswagen Type 2|Volkswagen Bus]], and Wozniak sold his HP-65 calculator.<ref>{{Cite book |last=Isaacson |first=Walter |url=https://books.google.com/books?id=26ev_abfrU8C |title=Steve Jobs: The Exclusive Biography |date=October 24, 2011 |publisher=Little, Brown Book Group |isbn=978-0-7481-3132-7 |language=en}}</ref>{{Rp|page=57}} Neither received the full selling price but in total earned {{US$|1300|1976|long=no|round=-2}}. Wozniak debuted the first prototype {{nowrap|Apple I}} at the Homebrew Computer Club in July 1976.<ref>{{Harvnb|O'Grady|2009|pages=2–3}}; {{Cite web |title=The Homebrew Computer Club |url=http://www.computerhistory.org/revolution/personal-computers/17/312 |access-date=July 9, 2017 |publisher=Computer History Museum}}</ref> The Apple I was sold as a [[Engineering:Motherboard|motherboard]] with [[Central processing unit|CPU]], [[Random-access memory|RAM]], and basic textual-video chips—a base kit concept which was not yet marketed as a complete personal computer.<ref>{{Cite magazine |last=Kahney |first=Leander |date=November 19, 2002 |title=Rebuilding an Apple From the Past |language=en-US |magazine=Wired |url=https://www.wired.com/2002/12/56426/ |access-date=November 7, 2022 |issn=1059-1028}}</ref> It was priced soon after debut for {{US$|666.66|1976|round=-2|long=no}}.<ref>{{Cite news |url= http://news.bbc.co.uk/2/hi/technology/7091190.stm |work=BBC News |title=Building the digital age |access-date=January 19, 2008 |date=November 15, 2007}}; {{Cite web |title=Apple I |url=http://staging.computerhistory.org/exhibits/highlights/apple1.shtml |archive-url=https://web.archive.org/web/20070326115844/http://staging.computerhistory.org/exhibits/highlights/apple1.shtml |archive-date=March 26, 2007 |access-date=January 19, 2008 |publisher=Computer History Museum}}; [https://web.archive.org/web/20170204212503/http://www.g4tv.com/gamemakers/episodes/3781/Apple_II.html Game Makers (TV Show)]: Apple II. Originally aired January 6, 2005; {{Cite web|url=http://www.macmothership.com/gallery/newads7/1976apple1.jpg|title=Picture of original ad featuring US666.66 price}}</ref><ref name="iWoz">{{Cite book |last1=Wozniak |first1=Steve |title=iWoz: Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It |title-link=iWoz: Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It |last2=Smith |first2=Gina |publisher=W. W. Norton & Company |year=2006 |isbn=978-0-393-06143-7 |oclc=502898652 |author-link2=Gina Smith (author)}}</ref>{{Rp|180}} Wozniak later said he was unaware of the coincidental mark of the beast in the number 666, and that he came up with the price because he liked "repeating digits".<ref name="VintageNews">{{Cite news |last=Blazeski |first=Goran |date=November 25, 2017 |title=Apple-1, Steve Wozniak's hand-built creation, was Apple's first official product, priced at $666.66 |work=The Vintage News |url=https://www.thevintagenews.com/2017/11/25/apples-first-official-product-was-priced-at-666-66 |access-date=November 24, 2019}}</ref>

Apple Computer, Inc. was incorporated on January 3, 1977,{{Sfn|Linzmayer|2004|page=10}}<ref name="Apple FAQ">{{Cite web |title=Frequently Asked Questions |url=https://investor.apple.com/faq/default.aspx |access-date=January 19, 2020 |publisher=Apple Inc.}}</ref> without Wayne, who had left and sold his share of the company back to Jobs and Wozniak for $800 only twelve days after having co-founded it.<ref>{{Cite web |last=Luo |first=Benny |date=September 12, 2013 |title=Ronald Wayne: On Co-founding Apple and Working With Steve Jobs |url=https://nextshark.com/ronald-wayne-interview |access-date=July 9, 2017 |website=Next Shark}}; {{Cite web |first=Dan |last=Simon |title=The gambling man who co-founded Apple and left for $800 |url=http://edition.cnn.com/2010/TECH/web/06/24/apple.forgotten.founder/index.html |publisher=CNN |date=June 24, 2010 |access-date=July 9, 2017}}</ref> Multimillionaire Mike Markkula provided essential business expertise and funding of {{US$|250000|1977|round=-3|long=no}} to Jobs and Wozniak during the incorporation of Apple.<ref>{{Cite web |date=January 6, 1998 |title=Apple chronology |url=https://money.cnn.com/1998/01/06/technology/apple_chrono |access-date=May 2, 2017 |publisher=CNNMoney}}; {{Cite web |first=Ben |last=Gilbert |title=Where are the first 10 Apple employees today? |url=http://www.businessinsider.com/the-first-10-apple-employees-2016-12 |website=Business Insider |date=December 26, 2016 |access-date=May 2, 2017}}</ref> During the first five years of operations, revenues grew exponentially, doubling about every four months. Between September 1977 and September 1980, yearly sales grew from $775,000 to {{US$|118 million|long=no}}, an average annual growth rate of 533%.<ref>Infinite Loop {{Cite book|first=Michael S.|last=Malone|year=1999|title=Infinite loop: how the world's most insanely great computer company went insane|isbn=978-0-385-48684-2|oclc=971131326|url=https://archive.org/details/infiniteloophoww00malo|location=New York|publisher=Currency/Doubleday|page=157}}; {{Cite web |last=McCracken |first=Harry |date=April 1, 2016 |title=Apple's sales grew 150x between 1977–1980 |url=https://news.fastcompany.com/apples-sales-grew-150x-between-1977-1980-4001956 |access-date=May 2, 2017 |website=Fast Company |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525081616/https://news.fastcompany.com/apples-sales-grew-150x-between-1977-1980-4001956 |url-status=dead }}</ref>

The Apple II, also designed by Wozniak, was introduced on April 16, 1977, at the first [[West Coast Computer Faire]].{{Sfn|Linzmayer|2004|page=12}} It differs from its major rivals, the [[Engineering:TRS-80|TRS-80]] and Commodore PET, because of its character cell-based color graphics and [[Open architecture|open architecture]]. The Apple I and early Apple II models use ordinary [[Engineering:Cassette tape|audio cassette tapes]] as storage devices, which were superseded by the {{Frac|5|1|4}}-inch [[Floppy disk|floppy disk]] drive and interface called the Disk II in 1978.{{Sfn|Linzmayer|2004|pages=13–15}}<ref>{{Cite web |last=Weyhrich |first=Steven |date=April 21, 2002 |title=Apple II History Chapter 4 |url=http://apple2history.org/history/ah04 |access-date=August 18, 2008}}</ref>

The Apple II was chosen to be the desktop platform for the first "[[Killer application|killer application]]" of the business world: [[Software:VisiCalc|VisiCalc]], a [[Engineering:Spreadsheet|spreadsheet]] [[Computer program|program]] released in 1979.{{Sfn|Linzmayer|2004|pages=13–15}} 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,{{Sfn|Linzmayer|2004|pages=13–15}} but Apple II market share remained behind [[Engineering:Home computer|home computer]]s made by competitors such as [[Company:Atari, Inc.|Atari]], [[Company:Commodore International|Commodore]], and Tandy.<ref>{{Cite book |last=Bagnall |first=Brian |title=On the Edge: The Spectacular Rise and Fall of Commodore |publisher=Variant Press |year=2005 |isbn=978-0-9738649-0-8 |pages=109–112}}; [http://www.jeremyreimer.com/total_share.html Personal Computer Market Share: 1975–2004] {{Webarchive |url=https://web.archive.org/web/20120606003537/http://www.jeremyreimer.com/total_share.html |date=June 6, 2012}} The figures show Mac higher, but that is not a single model.</ref><ref>{{Cite web|url=https://arstechnica.com/features/2005/12/total-share/|title=Total share: 30 years of personal computer market share figures|first=Jeremy|last=Reimer|date=December 15, 2005|website=Ars Technica|accessdate=September 1, 2023}}</ref>

On December 12, 1980, Apple (ticker symbol "AAPL") went public selling 4.6&nbsp;million shares at $22 per share ($.10 per share when adjusting for [[Finance:Stock split|stock split]]s {{As of|2022|09|03|lc=y|df=US}}),<ref name="Apple FAQ"/> generating over $100&nbsp;million, which was more capital than any IPO since [[Company:Ford Motor Company|Ford Motor Company]] in 1956.<ref name="EDNAAPLSTOCK">{{Cite web |last=Deffree |first=Suzanne |date=December 12, 2018 |title=Apple IPO makes instant millionaires, December 12, 1980 |url=https://www.edn.com/electronics-blogs/edn-moments/4403276/Apple-IPO-makes-instant-millionaires--December-12--1980 |access-date=May 16, 2019}}</ref> By the end of the day, 300&nbsp;millionaires were created, including Jobs and Wozniak, from a stock price of $29 per share<ref name="DEDIPO">{{Cite web |last=Dilger |first=Daniel Eran |date=December 12, 2013 |title=Apple, Inc. stock IPO created 300 millionaires 33 years ago today |url=http://appleinsider.com/articles/13/12/12/apple-inc-stock-ipo-created-300-millionaires-33-years-ago-today |access-date=April 18, 2017 |website=AppleInsider}}</ref> and a market cap of $1.778&nbsp;billion.<ref name="EDNAAPLSTOCK"/><ref name="DEDIPO"/>

===1980–1990: Success with Macintosh===
[[File:Macintosh, Google NY office computer museum cropped.png|thumb|The Macintosh, released in 1984, is the first mass-market personal computer to feature an integral graphical user interface and mouse.]]
A critical moment in the company's history came in December 1979 when Jobs and several Apple employees, including human–computer interface expert [[Biography:Jef Raskin|Jef Raskin]], visited [[Company:PARC|Xerox PARC]] in to see a demonstration of the [[Engineering:Xerox Alto|Xerox Alto]], a computer with a [[Graphical user interface|graphical user interface]]. [[Company:Xerox|Xerox]] granted Apple engineers three days of access to the PARC facilities in return for the option to buy 100,000<ref>{{Cite web |last=Montag |first=Ali |date=May 21, 2018 |title=Here's why your computer has a mouse, according to Steve Jobs in 1985 |url=https://www.cnbc.com/2018/05/21/why-your-computer-has-a-mouse-according-to-steve-jobs.html |url-status=live |archive-url=https://web.archive.org/web/20210201174926/https://www.cnbc.com/2018/05/21/why-your-computer-has-a-mouse-according-to-steve-jobs.html |archive-date=February 1, 2021 |access-date=May 10, 2021 |website={{wipe|CNBC}} |language=en-US}}</ref> shares (22.4&nbsp;million split-adjusted shares {{As of|2022|09|03|lc=y|df=US}})<ref name="Apple FAQ"/> of Apple at the pre-IPO price of $10 a share.<ref>{{Cite web |last=Landley |first=Rob |date=September 18, 2000 |title=Fool.com: How Xerox Forfeited the PC War |url=http://www.fool.com/news/foth/2000/foth000918.htm |url-status=dead |archive-url=https://web.archive.org/web/20080723144112/http://www.fool.com/news/foth/2000/foth000918.htm |archive-date=July 23, 2008 |access-date=August 12, 2008 |website=The Motley Fool}}</ref> After the demonstration, Jobs was immediately convinced that all future computers would use a graphical user interface, and development of a GUI began for the [[Engineering:Apple Lisa|Apple Lisa]], named after Jobs's daughter.<ref>{{Cite web |last=Brooks |first=Alex |date=March 30, 2006 |title=Apple at 30 – 1976 to 1986 |url=http://news.worldofapple.com/archives/2006/03/30/apple-at-30-1976-to-1986 |archive-url=https://web.archive.org/web/20081020204611/http://news.worldofapple.com/archives/2006/03/30/apple-at-30-1976-to-1986 |archive-date=October 20, 2008 |access-date=May 2, 2017 |website=World of Apple}}; {{Cite news|last=Abell|first=John C.|date=January 19, 2010|title=Jan. 19, 1983: Apple Gets Graphic With Lisa|work=Wired|url=https://www.wired.com/2010/01/0119apple-unveils-lisa |access-date=May 2, 2017}}</ref>

The Lisa division was plagued by infighting, and in 1982, Jobs was pushed off the project. The Lisa launched in 1983 and became the first mass marketed personal computer with a GUI, but was a commercial failure due to its high price and limited software library.<ref name="lemlisa">Hormby, Thomas. [http://lowendmac.com/orchard/05/apple-lisa-history.html A history of Apple's Lisa, 1979–1986], ''Low End Mac'', October 6, 2005. Retrieved March 2, 2007.</ref>

Jobs, angered by being pushed off the Lisa team, took over the company's [[Engineering:Macintosh|Macintosh]] division. Wozniak and Raskin had envisioned the Macintosh as a low-cost computer with a text-based interface like the Apple II, but a plane crash in 1981 forced Wozniak to step back from the project. Jobs quickly redefined the Macintosh as a graphical system that would be cheaper than the Lisa, undercutting his former division.<ref name="TheVerge">{{Cite web |date=June 27, 2013 |title=Steve Wozniak on Newton, Tesla, and why the original Macintosh was a 'lousy' product |url=https://www.theverge.com/2013/6/27/4468314/steve-wozniak-on-how-the-newton-changed-his-life |archive-url=https://web.archive.org/web/20160312014832/http://www.theverge.com/2013/6/27/4468314/steve-wozniak-on-how-the-newton-changed-his-life |archive-date=March 12, 2016 |access-date=June 25, 2018}}</ref> Jobs was also hostile to the Apple II division, which at the time, generated most of the company's revenue.<ref name="rice19850415"/>

In 1984, Apple launched the Macintosh, the first personal computer without a bundled [[Programming language|programming language]].<ref name="IsProgramingObsolete">{{Cite web |last=Harvey |first=Brian |date=1994 |title=Is Programing Obsolete? |url=http://www.eecs.berkeley.edu/~bh/obsolete.html |url-status=dead |archive-url=https://web.archive.org/web/20131005000323/http://www.eecs.berkeley.edu/~bh/obsolete.html |archive-date=October 5, 2013 |access-date=June 14, 2013 |publisher=Electrical Engineering and Computer Sciences, [[Organization:University of California, Berkeley|University of California, Berkeley]] }}</ref> Its debut was signified by "[[1984 (advertisement)|1984]]", a {{US$|1.5 million|long=no}} television advertisement directed by Ridley Scott that aired during the third quarter of Super Bowl XVIII on January 22, 1984.<ref>{{Cite web |last=Friedman |first=Ted |title=Apple's 1984: The Introduction of the Macintosh in the Cultural History of Personal Computers |url=http://www.duke.edu/~tlove/mac.htm |url-status=dead |archive-url=https://web.archive.org/web/20121014051705/http://www.duke.edu/~tlove/mac.htm |archive-date=October 14, 2012 }}</ref> This was hailed as a watershed event for Apple's success<ref>{{Cite news |last=Maney |first=Kevin |date=January 28, 2004 |title=Apple's '1984' Super Bowl commercial still stands as watershed event |work=[[Software:USA Today|USA Today]] |url=https://usatoday30.usatoday.com/tech/columnist/kevinmaney/2004-01-28-maney_x.htm |access-date=April 18, 2017}}</ref> and was called a "masterpiece" by CNN<ref>{{Cite web |last=Leopold |first=Todd |date=February 3, 2006 |title=Why 2006 isn't like '1984' |url=http://edition.cnn.com/2006/SHOWBIZ/02/02/eye.ent.commercials |access-date=April 18, 2017 |publisher=CNN}}</ref> and one of the greatest TV advertisements of all time by ''TV Guide''.<ref>{{Cite web |date=October 12, 1999 |title=The greatest commercials of all time |url=https://www.tvguide.com/tv/magazine/990628/ftr6.asp |url-status=dead |archive-url=https://web.archive.org/web/19991012071246/http://www.tvguide.com/tv/magazine/990628/ftr6.asp |archive-date=October 12, 1999 |access-date=April 18, 2017 |website=TV Guide}}; {{Cite web |first=Aaron |last=Taube |title=How The Greatest Super Bowl Ad Ever – Apple's '1984' – Almost Didn't Make It To Air |url= http://www.businessinsider.com/apple-super-bowl-retrospective-2014-1 |website=Business Insider |date=January 22, 2014 |access-date=April 18, 2017}}</ref>

The advertisement created great interest in Macintosh, and sales were initially good, but began to taper off dramatically after the first three months as reviews started to come in. Jobs had required {{nowrap|128 kilobytes}} of RAM, which limited its speed and software in favor of aspiring for a projected price point of {{US$|1000|1984|round=-2|long=no}}. The Macintosh shipped for {{US$|2495|1984|round=-2|long=no}}, a price panned by critics due to its slow performance.<ref>{{Harvnb|Linzmayer|2004|page=98}}; {{Harvnb|Swaine|2014|pages=441–443}}; {{Cite book |last=Isaacson |first=Walter |title=Steve Jobs |title-link=Steve Jobs (book) |publisher=Simon and Schuster |year=2015 |isbn=978-1-5011-2762-5}} pp. 186–187; {{Cite book |first=Andy |last=Hertzfeld |year=2005 |title=Revolution in The Valley: The Insanely Great Story of How the Mac Was Made |publisher=O'Reilly Media |isbn=978-0-596-00719-5}}</ref>{{Rp|195}} In early 1985, this sales slump triggered a power struggle between Steve Jobs and CEO John Sculley, who had been hired away from Pepsi two years earlier by Jobs<ref>{{Harvnb|Linzmayer|2004|page=156}}; {{Harvnb|Isaacson|2015|pages=153–154}}</ref> saying, "Do you want to sell sugar water for the rest of your life or come with me and change the world?"<ref>{{Cite web |last=Gallo |first=Carmine |date=January 22, 2014 |title=How Steve Jobs And Bill Gates Inspired John Sculley To Pursue The 'Noble Cause |url=https://www.forbes.com/sites/carminegallo/2016/11/12/how-steve-jobs-and-bill-gates-inspired-john-sculley-to-pursue-the-noble-cause/#9eaee3232bd5 |access-date=March 31, 2019 |website={{wipe|Forbes}}}}</ref> Sculley removed Jobs as the head of the Macintosh division, with unanimous support from the Apple board of directors.<ref>{{Cite book |last1=Schlender |first1=Brent |title=Becoming Steve Jobs: The Evolution of a Reckless Upstart into a Visionary Leader |last2=Tetzeli |first2=Rick |date=2016 |publisher=Crown Business; Reprint edition |isbn=978-0-385-34742-6 |ref={{harvid|Schlender|2016}} |pages=87–92}}; {{Harvnb|Linzmayer|2004|page=156}}</ref>

The board of directors instructed Sculley to contain Jobs and his ability to launch expensive forays into untested products. Rather than submit to Sculley's direction, Jobs attempted to oust him from leadership.{{Sfn|Linzmayer|2004|pages=156–157}} Jean-Louis Gassée informed Sculley that Jobs had been attempting to organize a boardroom coup and called an emergency meeting at which Apple's executive staff sided with Sculley and stripped Jobs of all operational duties.{{Sfn|Linzmayer|2004|pages=156–157}} Jobs resigned from Apple in September 1985 and took several Apple employees with him to found [[Company:NeXT|NeXT]].<ref>{{Cite news |last=Spector |first=G |date=September 24, 1985 |title=Apple's Jobs Starts New Firm, Targets Education Market |page=109 |work=PC Week}}</ref> Wozniak had also quit his active employment at Apple earlier in 1985 to pursue other ventures, expressing his frustration with Apple's treatment of the Apple II division and stating that the company had "been going in the wrong direction for the last five years".<ref name="rice19850415">{{Cite news |last=Rice |first=Valerie |date=April 15, 1985 |title=Unrecognized Apple II Employees Exit |page=35 |work=InfoWorld |url=https://books.google.com/books?id=zC4EAAAAMBAJ&pg=PA35 |access-date=November 6, 2017}}</ref><ref name="wozemployee">{{Cite news |date=January 3, 2018 |title=I Never Left Apple |language=en-US |work=Offally Woz |url=http://woz.org/letters/never-left-apple |access-date=October 2, 2018}}</ref><ref>{{Cite news |title=CNN.com Video |work=CNN |url=http://www.cnn.com/video/?/video/bestoftv/2011/08/25/exp.piers.wozniak.jobs.reaction.cnn}}</ref> Wozniak remained employed by Apple as a representative,<ref name="wozemployee"/> receiving a stipend estimated to be $120,000 per year.<ref name="iWoz"/> Jobs and Wozniak remained Apple shareholders following their departures.<ref name="wozstock">[http://www.fool.com/research/2000/features000302.htm Apple's ''Other'' Steve (Stock Research)] {{Webarchive |url= https://web.archive.org/web/20061019134707/http://www.fool.com/research/2000/features000302.htm |date= October 19, 2006}} March 2, 2000, The Motley Fool.</ref>

After the departures of Jobs and Wozniak in 1985, Sculley launched the Macintosh 512K that year with quadruple the RAM, and introduced the LaserWriter, the first reasonably priced [[PostScript]] laser printer. [[Software:Adobe PageMaker|PageMaker]], an early [[Software:Desktop publishing|desktop publishing]] application taking advantage of the PostScript language, was also released by Aldus Corporation in July 1985.{{Sfn|Linzmayer|2004|pages=158–159}} It has been suggested that the combination of Macintosh, LaserWriter, and PageMaker was responsible for the creation of the [[Software:Desktop publishing|desktop publishing]] market.<ref>{{Cite web |title=The History of Desktop Publishing |url=https://www.lifewire.com/when-was-desktop-publishing-invented-1073863 |url-status=live |archive-url=https://web.archive.org/web/20210227131823/https://www.lifewire.com/when-was-desktop-publishing-invented-1073863 |archive-date=February 27, 2021 |access-date=April 30, 2007 |publisher=Lifewire}}</ref>

This dominant position in the desktop publishing market<ref>{{Cite book |last=Swaine |first=Michael |title=Fire in the Valley: The Birth and Death of the Personal Computer |publisher=Pragmatic Bookshelf |year=2014 |isbn=978-1-68050-352-4}} pp. 359–363</ref> allowed the company to focus on higher price points, the so-called "high-right policy" named for the position on a chart of price vs. profits. Newer models selling at higher price points offered higher [[Finance:Profit margin|profit margin]], and appeared to have no effect on total sales as [[Power user|power user]]s snapped up every increase in speed. Although some worried about pricing themselves out of the market, the high-right policy was in full force by the mid-1980s, due to Jean-Louis Gassée's slogan of "fifty-five or die", referring to the 55% [[Finance:Profit margin|profit margin]]s of the Macintosh II.<ref name="insidestoryCarlton">{{Cite book |last=Carlton |first=Jim |url=https://archive.org/details/appleinsidestory00carl |title=Apple: The inside story of intrigue, egomania, and business blunders |publisher={{wipe|Random House}} |year=1997 |isbn=978-0-8129-2851-8 |location=New York}}</ref>{{Rp|79–80}}

This policy began to backfire late in the decade as desktop publishing programs appeared on IBM PC compatibles with some of the same functionality of the Macintosh at far lower price points. The company lost its dominant position in the desktop publishing market and estranged many of its original consumer customer base who could no longer afford Apple products. The Christmas season of 1989 was the first in the company's history to have declining sales, which led to a 20% drop in Apple's stock price.<ref name="insidestoryCarlton"/>{{Rp|117–129}} During this period, the relationship between Sculley and Gassée deteriorated, leading Sculley to effectively demote Gassée in January 1990 by appointing Michael Spindler as the [[Social:Chief operating officer|chief operating officer]].{{Sfn|Linzmayer|2004|page=184–185}} Gassée left the company later that year.{{Sfn|Linzmayer|2004|page=160}}

===1990–1997: Decline and restructuring===
The company pivoted strategy and in October 1990 introduced three lower-cost models, the Macintosh Classic, the Macintosh LC, and the Macintosh IIsi, all of which saw significant sales due to pent-up demand.{{Sfn|Linzmayer|2004|page=128}} In 1991, Apple introduced the hugely successful PowerBook with a design that set the current shape for almost all modern laptops. The same year, Apple introduced [[Software:System 7|System 7]], a major upgrade to the Macintosh operating system, adding color to the interface and introducing new networking capabilities.

The success of the lower-cost Macs and PowerBook brought increasing revenue.<ref name="lemsculley">{{Cite web |last=Hormby |first=Thomas |date=February 22, 2006 |title=Growing Apple with the Macintosh: The Sculley years |url=http://lowendmac.com/orchard/06/john-sculley-years-apple.html |access-date=March 2, 2007 |website=Low End Mac}}</ref> For some time, Apple was doing very well, introducing fresh new products at increasing profits. The magazine ''MacAddict'' named the period between 1989 and 1991 as the "first golden age" of the Macintosh.<ref>{{Cite magazine |date=January 2004 |title=MacAddict |url=https://archive.org/stream/MacAddict-089-200401/MacAddict-089-200401-BobKiwi-v1_djvu.txt |magazine=MacAddict |issue=89 |access-date=April 1, 2017}}</ref>[[File:Apple PenLite prototype, 1992.jpg|thumb|The PenLite is Apple's first tablet computer prototype, created in 1992 to bring the Mac OS to a tablet. It was canceled in favor of the Newton.<ref>{{Cite web |title=Exclusive: New pics of Apple's unreleased tablet prototype from 1992 – and the Mac that flew on the Space Shuttle |url=http://www.stuff.tv/news/exclusive-new-pics-apples-unreleased-tablet-prototype-1992-and-mac-flew-space-shuttle |access-date=April 14, 2016 |publisher=stuff.tv}}</ref>]]
The success of lower-cost consumer Macs, especially the LC, cannibalized higher-priced machines. To address this, management introduced several new brands, selling largely identical machines at different price points, for different markets: the high-end Quadra series, the mid-range Centris series, and the consumer-marketed Performa series. This led to significant consumer confusion between so many models.<ref name="vawperforma">{{Cite web |title=Macintosh Performa |url=http://www.vectronicsappleworld.com/profiles/performa.html |archive-url=https://web.archive.org/web/20130419164519/http://www.vectronicsappleworld.com/profiles/performa.html |archive-date=April 19, 2013 |access-date=November 29, 2010 |publisher=Vectronics Apple World}}</ref>

In the early 1990s, the Apple II series was discontinued. It was expensive to produce, and the company decided it was still absorbing sales from lower-cost Macintosh models. After the launch of the LC, Apple encouraged developers to create applications for Macintosh rather than Apple II, and authorized salespersons to redirect consumers from Apple II and toward Macintosh.<ref>{{Cite web |date=July 10, 2002 |title=The Apple IIGS, Cont |url=http://apple2history.org/history/ah11.html |archive-url=https://web.archive.org/web/20080912044443/http://apple2history.org/history/ah11.html |archive-date=September 12, 2008 |access-date=July 8, 2017 |website=Apple II History}}</ref> The Apple IIe was discontinued in 1993.<ref>{{Cite web |last=Edwards |first=Benj |date=January 18, 2013 |title=30 years of the Apple Lisa and the Apple IIe |url=https://www.macworld.com/article/2025408/30-years-of-the-apple-lisa-and-the-apple-iie.html |access-date=July 8, 2017 |website=Macworld |publisher=International Data Group}}</ref>

Apple experimented with several other unsuccessful consumer targeted products during the 1990s, including [[Engineering:Apple QuickTake|QuickTake]] [[Engineering:Digital camera|digital camera]]s, PowerCD portable CD audio players, speakers, the [[Engineering:Apple Bandai Pippin|Pippin video game console]], the eWorld online service, and Apple Interactive Television Box. Enormous resources were invested in the problematic Newton tablet division, based on John Sculley's unrealistic market forecasts.<ref>{{Cite web |last=Huddleston |first=Tom Jr. |date=January 12, 2021 |title=From Atari's 'Pong' console to the first CD player and Xbox: 10 of the biggest tech products to debut at Las Vegas' famous Consumer Electronics Show |url=https://www.cnbc.com/2021/01/12/biggest-tech-products-to-debut-at-ces-over-the-years.html |url-status=live |archive-url=https://web.archive.org/web/20210218151001/https://www.cnbc.com/2021/01/12/biggest-tech-products-to-debut-at-ces-over-the-years.html |archive-date=February 18, 2021 |access-date=May 10, 2021 |website={{wipe|CNBC}} |language=en-US}}</ref>

Throughout this period, Microsoft continued to gain market share with [[Software:Microsoft Windows|Windows]] by focusing on delivering software to inexpensive personal computers, while Apple was delivering a richly engineered but expensive experience.<ref>{{Cite web |title=1990–1995: Why the World Went Windows |url=http://www.roughlydrafted.com/RD/Q4.06/3EC02E78-FD4D-4CDF-92A0-9C4CBDFAB3D2.html |url-status=dead |archive-url=https://web.archive.org/web/20120104160236/http://www.roughlydrafted.com/RD/Q4.06/3EC02E78-FD4D-4CDF-92A0-9C4CBDFAB3D2.html |archive-date=January 4, 2012 |access-date=August 12, 2008 |website=Roughly Drafted}}</ref> Apple relied on high profit margins and never developed a clear response; it sued Microsoft for making a GUI similar to the [[Engineering:Apple Lisa|Lisa]] in ''Apple Computer, Inc. v. Microsoft Corp.''<ref name="lemms">Hormby, Thomas. [http://lowendmac.com/orchard/06/apple-vs-microsoft.html The Apple vs. Microsoft GUI lawsuit], ''Low End Mac'', August 25, 2006. Retrieved March 2, 2007.</ref> The lawsuit dragged on for years and was finally dismissed.

The major product flops and the rapid loss of market share to Windows sullied Apple's reputation, and in 1993 Sculley was replaced as CEO by Michael Spindler.<ref>{{Cite web |title=Michael Spindler: The Peter Principle at Apple |url=http://lowendmac.com/orchard/06/michael-spindler-apple.html |url-status=live |archive-url=https://web.archive.org/web/20080908030156/http://lowendmac.com/orchard//06/michael-spindler-apple.html |archive-date=September 8, 2008 |access-date=August 12, 2008}}</ref>

Under Spindler, Apple, [[Company:IBM|IBM]], and [[Company:Motorola|Motorola]] formed the AIM alliance in 1994 to create a new computing platform (the PowerPC Reference Platform or PReP), with IBM and Motorola hardware coupled with Apple software. The AIM alliance hoped that PReP's performance and Apple's software would leave the PC far behind and thus counter the dominance of Windows. That year, Apple introduced the Power Macintosh, the first of many computers with Motorola's [[PowerPC]] processor.<ref>{{Cite web |title=Power Macintosh 6100 |url=http://www.apple-history.com/body.php?page=gallery&model=6100&performa=off&sort=date&order=ASC&range= |access-date=August 12, 2008}}</ref>

In the wake of the alliance, Apple opened up to the idea of allowing Motorola and other companies to build Macintosh clones. Over the next two years, 75 distinct Macintosh clone models were introduced. However, by 1996, Apple executives were worried that the clones were cannibalizing sales of its own high-end computers, where profit margins were highest.{{sfn|Linzmayer|2004|pp=[https://books.google.com/books?id=mXnw5tM8QRwC&pg=PA254 254–256]}}

In 1996, Spindler was replaced by Gil Amelio as CEO, who was hired for his reputation as a corporate rehabilitator. Amelio made deep changes, including extensive layoffs and cost-cutting.<ref>Chaffin, Bryan. [http://www.macobserver.com/article/2001/02/06.13.shtml "Former Apple CEO Gil Amelio Lands A New CEO Job | The Mac Observer"], The Mac Observer, February 6, 2001. Retrieved August 15, 2008.</ref>

This period was also marked by numerous failed attempts to modernize the Macintosh operating system (MacOS). The original Macintosh operating system ([[Software:System 1|System 1]]) was not built for multitasking (running several applications at once). The company attempted to correct this by introducing [[Cooperative multitasking|cooperative multitasking]] in System 5, but still decided it needed a more modern approach.<ref>{{Cite web |title=1990–1995: Hitting the Wall |url=http://www.roughlydrafted.com/RD/Home/B8DA34A3-333B-4204-BDF3-E74608998702.html |url-status=live |archive-url=https://web.archive.org/web/20080924063130/http://www.roughlydrafted.com/RD/Home/B8DA34A3-333B-4204-BDF3-E74608998702.html |archive-date=September 24, 2008 |access-date=August 14, 2008 |website=Roughly Drafted}}</ref> This led to the [[Software:Taligent|Pink]] project in 1988, A/UX that year, [[Software:Copland (operating system)|Copland]] in 1994, and evaluated the purchase of [[Software:BeOS|BeOS]] in 1996. Talks with Be stalled when the CEO, former Apple executive Jean-Louis Gassée, demanded $300 million instead of Apple's $125 million offer.<ref>{{Cite web |last=Tom |first=Hormby |date=August 10, 2013 |title=The Rise and Fall of Apple's Gil Amelio |url=http://lowendmac.com/2013/the-rise-and-fall-of-apples-gil-amelio |access-date=March 28, 2015 |website=Low End Mac |publisher=Cobweb Publishing, Inc.}}</ref>

Only weeks away from [[Finance:Bankruptcy|bankruptcy]],<ref>{{Cite web |last=Thompson |first=Ben |date=February 5, 2018 |title=Apple's Middle Age |url=https://stratechery.com/2018/apples-middle-age |access-date=March 31, 2019 |website=Stratechery}}</ref> Apple's board preferred [[Software:NeXTSTEP|NeXTSTEP]] and purchased [[Company:NeXT|NeXT]] in late 1996 for $400 million, and retained [[Biography:Steve Jobs|Steve Jobs]].<ref>{{Cite web |last=Kawamoto |first=Dawn |date=December 20, 1996 |title=Apple acquires Next, Jobs |url=https://www.cnet.com/tech/tech-industry/apple-acquires-next-jobs/ |access-date=October 26, 2022 |website=CNET |language=en}}</ref>

===1997–2007: Return to profitability===
The NeXT acquisition was finalized on February 9, 1997,<ref name="archive">{{Webarchive |url= https://web.archive.org/web/*/product.info.apple.com/pr/press.releases/1997/q2/970207.pr.rel.next.html |date=* |title=Apple Computer, Inc. Finalizes Acquisition of NeXT Software Inc.}}, ''Apple Inc.'', February 7, 1997. Retrieved June 25, 2006.</ref> and the board brought Jobs back to Apple as an advisor. On July 9, 1997, Jobs staged a boardroom coup that resulted in Amelio's resignation after overseeing a three-year record-low stock price and crippling financial losses.

The board named Jobs as interim CEO and he immediately reviewed the product lineup. Jobs canceled 70% of models, ending 3,000 jobs and paring to the core of its computer offerings.<ref name=":0">{{Cite web |last=Fell |first=Jason |date=October 27, 2011 |title=How Steve Jobs Saved Apple |url=https://www.entrepreneur.com/article/220604 |access-date=January 24, 2022 |website=Entrepreneur |language=en}}</ref> The next month, in August 1997, Steve Jobs convinced Microsoft to make a $150&nbsp;million investment in Apple and a commitment to continue developing Mac software.<ref>{{Cite news |last1=Chrasekaran |first1=Rajiv |last2=Shannon |first2=Victoria |date=August 7, 1997 |title=Struggling Apple gets boost from Microsoft |newspaper={{wipe|The Washington Post}} |url=https://www.washingtonpost.com/archive/politics/1997/08/07/struggling-apple-gets-boost-from-microsoft/41cfacec-5ec8-413b-a967-dd0f98a7c1e7/}}</ref> This was seen as an "antitrust insurance policy" for Microsoft which had recently settled with the Department of Justice over anti-competitive practices in the ''United States v. Microsoft Corp.'' case.<ref>{{Cite news |last=Young |first=Steve |date=August 8, 1997 |title=Apple bailout questioned |work=CNN Money |url=https://money.cnn.com/1997/08/08/technology/apple_microsoft_pkg/}}</ref> Around then, Jobs donated Apple's internal library and archives to [[Organization:Stanford University|Stanford University]], to focus more on the present and the future rather than the past.<ref>{{Cite web |date=December 29, 2011 |title=Stanford archives offer look into Apple history |url=https://www.engadget.com/2011-12-29-stanford-archives-offer-look-into-apple-history.html |access-date=January 18, 2024 |website=Yahoo Finance |language=en-US}}</ref><ref>{{Cite web |date=December 29, 2011 |title=Apple's origins stored in secret Stanford archive |url=https://www.seattletimes.com/business/apples-origins-stored-in-secret-stanford-archive/ |access-date=January 18, 2024 |website=The Seattle Times |language=en-US}}</ref> He ended the Mac clone deals and in September 1997, purchased the largest clone maker, [[Company:Power Computing Corporation|Power Computing]].<ref>{{Cite web |date=February 18, 2012 |title=Power Computing Corporation |url=https://support.apple.com/kb/TA37306?locale=en_US |access-date=May 10, 2017 |website=Official Apple Support |publisher=Apple Inc.}}</ref> On November 10, 1997, the Apple Store website launched, which was tied to a new build-to-order manufacturing model similar to PC manufacturer [[Company:Dell|Dell]]'s success.<ref>{{Cite web |last=Harreld |first=Heather |date=January 5, 1997 |title=Apple gains tech, agency customers in Next deal |url=http://www.fcw.com/print/3_1/news/64412-1.html?type=pf |archive-url=https://web.archive.org/web/20081206061012/http://www.fcw.com/print/3_1/news/64412-1.html?type=pf |archive-date=December 6, 2008 |access-date=August 15, 2008 |website=Federal Computer Week}}; {{Cite news|date=November 10, 1997|title=Apple unveils new marketing strategy|work=Knight Ridder/Tribune News Service|url=http://www.accessmylibrary.com/coms2/summary_0286-5564882_ITM|url-status=dead|access-date=August 15, 2008|archive-url=https://web.archive.org/web/20081113132409/http://www.accessmylibrary.com/coms2/summary_0286-5564882_ITM|archive-date=November 13, 2008}}</ref>

The moves paid off for Jobs; at the end of his first year as CEO, the company had a $309 million profit.<ref name=":0"/>

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}}

On May 6, 1998, Apple introduced a new all-in-one computer reminiscent of the original Macintosh: the iMac. The iMac was a huge success with 800,000 units sold in its first five months<ref name="800kimacs">{{Cite web |last=Apple Canada Inc |date=January 5, 1999 |title=800,000 iMacs Sold in First 139 Days |url=http://www.ebooklyn.net/p/800000-imacs-sold-in-first-139-days.html |url-status=dead |archive-url=https://web.archive.org/web/20141108074139/http://www.ebooklyn.net/p/800000-imacs-sold-in-first-139-days.html |archive-date=November 8, 2014 |access-date=January 26, 2008}}</ref> and ushered in major shifts in the industry by abandoning legacy technologies like the [[Floppy disk|{{frac|3|1|2}}-inch diskette]], being an early adopter of the [[Engineering:USB|USB]] connector, and coming pre-installed with Internet connectivity (the "i" in iMac)<ref name="Alyson Raletz">{{Cite web |last=Raletz |first=Alyson |date=June 7, 2012 |title=Man who came up with iMac name tells what the 'i' stands for |url=http://www.bizjournals.com/kansascity/blog/2012/06/man-who-came-up-with-imac-name-tells.html?page=all |access-date=March 30, 2013 |website=Kansas City Business Journal}}</ref> via Ethernet and a dial-up modem. Its striking teardrop shape and translucent materials were designed by Jonathan Ive, who had been hired by Amelio, and who collaborated with Jobs for more than a decade to reshape Apple's product design.<ref name="Time">{{Cite magazine |last=John Arlidge |date=March 17, 2014 |title=Jonathan Ive Designs Tomorrow |magazine=Time |url=http://time.com/jonathan-ive-apple-interview |access-date=March 22, 2014}}</ref><ref>Grossman, Lev. [https://web.archive.org/web/20070114062907/http://www.time.com/time/magazine/article/0,9171,1576854,00.html The Apple Of Your Ear], ''{{wipe|Time (magazine)}}'', January 12, 2007. Retrieved February 1, 2007; Wilson, Greg. [https://web.archive.org/web/20080228235549/http://www.nydailynews.com/news/2007/01/14/2007-01-14_private_icreator_is_genius_behind_apples.html Private iCreator is genius behind Apple's polish], ''New York Daily News'', January 14, 2007. Retrieved February 1, 2007.</ref>

A little more than a year later on July 21, 1999, Apple introduced the iBook consumer laptop. It culminated Jobs's strategy to produce only four products: refined versions of the Power Macintosh G3 desktop and PowerBook G3 laptop for professionals, and the iMac desktop and iBook laptop for consumers. Jobs said the small product line allowed for a greater focus on quality and innovation.<ref>{{Cite web |date=July 26, 2019 |title=The one thing Steve Jobs did that turned around Apple |url=https://www.launchtomorrow.com/2019/07/the-one-thing-steve-jobs-did-that-turned-around-apple |access-date=January 24, 2022 |website=Launch Tomorrow |language=en-US}}</ref>

Around then, Apple also completed numerous acquisitions to create a portfolio of digital media production software for both professionals and consumers. Apple acquired Macromedia's Key Grip digital video editing software project which was launched as [[Software:Final Cut Pro|Final Cut Pro]] in April 1999.<ref>{{Cite web |date=October 25, 2006 |title=Why Apple Bounced Back |url=http://www.roughlydrafted.com/RD/Q4.06/8F4B780E-674F-4421-A44D-7B1EAE9C1BA6.html |access-date=November 8, 2014 |website=Roughly Drafted}}; {{Cite web |date=June 7, 2013 |title=A new beginning or swan song for Final Cut Pro X |url=http://www.grreporter.info/en/new_beginning_or_swan_song_final_cut_pro_x/9411 |access-date=November 8, 2014 |website=GR Reporter |publisher=GRRreporter Ltd}}</ref> Key Grip's development also led to Apple's release of the consumer video-editing product [[Software:IMovie|iMovie]] in October 1999.<ref name="Bell">{{Cite web |last=Matt Bell, Mark Wherry |date=September 2002 |title=APPLE/EMAGIC TAKEOVER The Inside Story Of The Deal That Changed The Music World |url=http://www.soundonsound.com/sos/sep02/articles/emagic.asp |url-status=dead |archive-url=https://web.archive.org/web/20141108080250/https://www.soundonsound.com/sos/sep02/articles/emagic.asp |archive-date=November 8, 2014 |access-date=November 8, 2014 |website=Sound on Sound |publisher=SOS Publications Group}}</ref> Apple acquired the German company Astarte in April 2000, which had developed the DVD authoring software DVDirector, which Apple repackaged as the professional-oriented DVD Studio Pro, and reused its technology to create [[Software:IDVD|iDVD]] for the consumer market.<ref name="Bell"/> In 2000, Apple purchased the [[Software:SoundJam MP|SoundJam MP]] audio player software from Casady & Greene. Apple renamed the program [[Software:ITunes|iTunes]], and simplified the user interface and added CD burning.<ref>{{Cite web |last=Seff |first=Jonathan |date=May 1, 2001 |title=The Song Is Over for SoundJam |url=https://www.macworld.com/article/1002145/11soundjam.html |access-date=December 16, 2017 |website=Macworld |publisher=International Data Group}}</ref>

In 2001, Apple changed course with three announcements.

First, on March 24, 2001, Apple announced the release of a new modern operating system, [[Software:Mac OS X|Mac OS X]]. This was after numerous failed attempts in the early 1990s, and several years of development. Mac OS X is based on [[Software:NeXTSTEP|NeXTSTEP]], [[Software:OpenStep|OPENSTEP]], and [[Software:Berkeley Software Distribution|BSD Unix]], to combine the stability, reliability, and security of [[Software:Unix|Unix]] with the ease of use of an overhauled user interface. To aid migration from [[Software:Mac OS 9|Mac OS 9]], the new operating system runs legacy applications within Mac OS X via the Classic Environment.<ref>{{Cite web |date=February 24, 2014 |title=An Exclusive Look at Mac OS 9 |url=http://eggfreckles.net/notes/an-exclusive-look-at-mac-os-9 |archive-url=https://web.archive.org/web/20120229010157/http://www.eggfreckles.net/notes/an-exclusive-look-at-mac-os-9 |archive-date=February 29, 2012 |access-date=March 23, 2014 |website=Egg Freckles }}</ref>

In May 2001, the first two Apple Store retail locations opened in Virginia and California,<ref name="First stores"/><ref>{{Cite web |title=Apple Stores 2001–2003 |url=http://www.ifoapplestore.com/stores/chronology_2001-2003.html |url-status=dead |archive-url=https://web.archive.org/web/20110927210608/http://www.ifoapplestore.com/stores/chronology_2001-2003.html |archive-date=September 27, 2011 |access-date=October 7, 2011 |publisher=IFO Apple Store}}</ref> offering an improved presentation of the company's products.<ref name="MacRumors stores"/> At the time, many speculated that the stores would fail,<ref name="fortune-best-retailer"/> but they became highly successful, and the first of more than 500 stores around the world.<ref name=":1"/>

On October 23, 2001, the [[Engineering:IPod|iPod]] portable digital audio player debuted. The product was first sold on November 10, 2001, and was phenomenally successful with over 100&nbsp;million units sold within six years.<ref>[http://news.bbc.co.uk/2/hi/business/4625262.stm Apple enjoys ongoing iPod demand], BBC News, January 18, 2006. Retrieved April 27, 2007; Cantrell, Amanda. [https://money.cnn.com/2006/03/29/technology/apple_anniversary Apple's remarkable comeback story], CNN, March 29, 2006. Retrieved March 2, 2007.</ref>

In 2003, the [[ITunes Store|iTunes Store]] was introduced with [[Music download|music download]]s for 99¢ a song and iPod integration. It quickly became the market leader in online music services, with over five billion downloads by June 19, 2008.<ref>{{Cite web |last=Chacksfield |first=Marc |date=June 19, 2008 |title=iTunes hits 5 billion downloads |url=http://www.techradar.com/news/internet/itunes-hits-5-billion-downloads-397997 |access-date=May 24, 2017 |website=[[TechRadar]] |publisher=Future plc}}; {{Cite web |last=Skillings |first=Jon |date=June 19, 2008 |title=Apple's iTunes hits 5 billion mark |url=https://www.cnet.com/news/apples-itunes-hits-5-billion-mark |access-date=May 24, 2017 |website=CNET}}</ref> Two years later, the iTunes Store was the world's largest music retailer.<ref>{{Cite news |last1=Griggs |first1=Brandon |last2=Leopold |first2=Todd |date=April 26, 2013 |title=How iTunes changed music, and the world |publisher=CNN |url=http://edition.cnn.com/2013/04/26/tech/web/itunes-10th-anniversary |access-date=May 24, 2017}}; {{Cite web |last=Arthur |first=Charles |date=April 28, 2013 |title=iTunes is 10 years old today. Was it the best idea Apple ever had? |url=https://www.theguardian.com/technology/2013/apr/28/itunes-10-years-old-best-idea-apple-ever-had |access-date=May 24, 2017 |website={{wipe|The Guardian}}}}</ref>

In 2002, Apple purchased Nothing Real for its advanced digital [[Compositing|compositing]] application [[Software:Shake|Shake]],<ref>Chaffin, Bryan. [http://www.macobserver.com/article/2002/02/07.6.shtml "Apple Shake: Apple Buys Nothing Real, A High End Compositing Software Maker"], ''The Mac Observer'', February 7, 2002. Retrieved August 15, 2008.</ref> and Emagic for the music productivity application [[Software:Logic Pro|Logic]]. The purchase of Emagic made Apple the first computer manufacturer to own a music software company. The acquisition was followed by the development of Apple's consumer-level [[Software:GarageBand|GarageBand]] application.<ref>{{Cite web |last=Deitrich |first=Andy |date=February 2, 2004 |title=Garage Band |url=https://arstechnica.com/features/2004/02/garageband |access-date=March 23, 2017 |website=[[Ars Technica]]}}</ref> The release of [[Software:IPhoto|iPhoto]] that year completed the [[Software:ILife|iLife]] suite.<ref>[https://web.archive.org/web/20151030021825/https://www.apple.com/pr/library/2002/01/07Apple-Introduces-iPhoto.html Apple Introduces iPhoto], Apple Inc., January 7, 2002. Retrieved October 30, 2015.</ref>

[[File:MacBook Pro.jpg|thumb|The MacBook Pro is Apple's first laptop with an Intel microprocessor, introduced in 2006.]]
At the Worldwide Developers Conference keynote address on June 6, 2005, Jobs announced that Apple would move away from PowerPC processors, and the Mac would transition to Intel processors in 2006.<ref name="printel">[https://www.apple.com/newsroom/2005/06/06Apple-to-Use-Intel-Microprocessors-Beginning-in-2006 Apple to Use Intel Microprocessors Beginning in 2006], Apple Inc., June 6, 2005. Retrieved March 2, 2007.</ref> On January 10, 2006, the new MacBook Pro and iMac became the first Apple computers to use Intel's Core Duo CPU. By August 7, 2006, Apple made the transition to Intel chips for the entire Mac product line—over one year sooner than announced.<ref name="printel"/> The Power Mac, iBook, and PowerBook brands were retired during the transition; the [[Engineering:Mac Pro|Mac Pro]], MacBook, and MacBook Pro became their respective successors.<ref>{{Cite web |last=Johnson |first=Bobbie |date=August 10, 2006 |title=Bye-bye Power Mac... hello Mac Pro |url=https://www.theguardian.com/technology/2006/aug/10/applemacs.guardianweeklytechnologysection |access-date=March 23, 2017 |website={{wipe|The Guardian}}}}; {{Cite web |date=May 16, 2006 |title=Apple Unveils New MacBook Featuring Intel Core Duo Processors |url=https://www.apple.com/newsroom/2006/05/16Apple-Unveils-New-MacBook-Featuring-Intel-Core-Duo-Processors |publisher=Apple Inc.}}</ref> On April 29, 2009, ''{{wipe|The Wall Street Journal}}'' reported that Apple was building its own team of engineers to design microchips.<ref>{{Cite news |date=April 30, 2009 |title=In Major Shift, Apple Builds Its Own Team to Design Chips |work={{wipe|The Wall Street Journal}} |url=https://www.wsj.com/articles/SB124104666426570729 |url-access=subscription}}</ref> Apple also introduced [[Software:Boot Camp|Boot Camp]] in 2006 to help users install [[Software:Windows XP|Windows XP]] or [[Software:Windows Vista|Windows Vista]] on their Intel Macs alongside Mac OS X.<ref>{{Cite news |last=Hesseldahl |first=Arik |date=April 5, 2006 |title=News Flash: Apple Introduces 'Boot Camp' To Run Windows XP on Macs |work=BusinessWeek |publisher=[[Company:Bloomberg L.P.|Bloomberg L.P.]] |url=https://www.bloomberg.com/bw/stories/2006-04-04/news-flash-apple-introduces-boot-camp-to-run-windows-xp-on-macs |access-date=August 18, 2008}}</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 $6 per share (split-adjusted) to over $80.<ref>{{Cite web |last1=Carter |first1=Shawn M. |last2=Martin |first2=Emmie |date=August 2, 2018 |title=If you invested $1,000 in Apple 10 years ago, here's how much you'd have now |url=https://www.cnbc.com/2018/08/02/if-you-invested-1000-dollars-in-apple-10-years-ago-youd-have-this-now.html |access-date=April 5, 2020 |website=CNBC |language=en}}</ref> When Apple surpassed [[Company:Dell|Dell]]'s market cap in January 2006,<ref name="modell">Gamet, Jeff (January 16, 2006). [http://www.macobserver.com/stockwatch/2006/01/16.1.shtml Apple Passes Dell's Market Cap], ''The MacObserver''. Retrieved March 2, 2007.</ref> Jobs sent an email to Apple employees saying Dell's CEO Michael Dell should eat his words.<ref>{{Cite news |last=Markoff |first=John |date=January 16, 2006 |title=Michael Dell Should Eat His Words, Apple Chief Suggests |work={{wipe|The New York Times}} |url=https://www.nytimes.com/2006/01/16/technology/michael-dell-should-eat-his-words-apple-chief-suggests.html |url-status=live |url-access=subscription |access-date=April 3, 2019 |archive-url=https://web.archive.org/web/20170318032151/http://www.nytimes.com/2006/01/16/technology/michael-dell-should-eat-his-words-apple-chief-suggests.html |archive-date=March 18, 2017}}</ref> Nine years prior, Dell had said that if he ran Apple he would "shut it down and give the money back to the shareholders".<ref>{{Cite web |last=Singh |first=Jai |date=October 6, 1997 |title=Dell: Apple should close shop |url=https://www.cnet.com/news/dell-apple-should-close-shop |access-date=March 23, 2017 |website=CNET}}</ref>

===2007–2011: Success with mobile devices===
[[File:First iPhone Macworld 2007 DSCF1283.agr.jpg|thumb|The newly announced iPhone was on display at the 2007 MacWorld Expo.]]
During his keynote speech at the Macworld Expo on January 9, 2007, Jobs announced the renaming of Apple Computer, Inc. to Apple Inc., because the company had shifted its emphasis from computers to consumer electronics.<ref>{{Cite news |date=January 11, 2007 |title=Drop the Computer |newspaper=[[Finance:The Economist|The Economist]] |publisher=Economist Group |url=https://www.economist.com/node/8521960 |access-date=May 24, 2017}}; {{Cite news |title= What's In A Name Change? Look At Apple |url= https://www.forbes.com/2007/01/25/apple-microsoft-motorola-ent-sales-cx_kw_0125wharton.html |website={{wipe|Forbes}} |date= January 25, 2007 |access-date= May 24, 2017}}</ref> This event also saw the announcement of the [[Engineering:IPhone|iPhone]]<ref>{{Cite web |date=January 9, 2007 |title=Apple Announces The iPhone |url=https://www.macrumors.com/2007/01/09/apple-announces-the-iphone |access-date=May 24, 2017 |website=MacRumors}}; {{Cite news |first= Michael |last= Arrington |title= Apple Announces iPhone, Stock Soars |url= https://techcrunch.com/2007/01/09/apple-announces-iphone-stock-soars |website=TechCrunch |publisher=AOL |date= January 9, 2007 |access-date= May 24, 2017}}</ref> and the [[Engineering:Apple TV|Apple TV]].<ref>{{Cite web |date=January 9, 2007 |title=Apple Announces Apple TV (Formerly 'iTV') |url=https://www.macrumors.com/2007/01/09/apple-announces-apple-tv-formerly-itv |access-date=May 24, 2017 |website=MacRumors}}; {{Cite web |date=January 9, 2007 |title=Apple TV Coming to Your Living Room |url=https://www.apple.com/newsroom/2007/01/09Apple-TV-Coming-to-Your-Living-Room |access-date=May 24, 2017 |publisher=Apple Inc.}}</ref> The company sold 270,000 iPhone units during the first 30 hours of sales,<ref>{{Cite web |last=Miller |first=Paul |date=July 25, 2007 |title=Apple sold 270,000 iPhones in the first 30 hours |url=https://www.engadget.com/2007/07/25/apple-sold-270-000-iphones-in-the-first-30-hours |access-date=May 24, 2017 |website=[[Software:Engadget|Engadget]]}}</ref> and the device was called "a game changer for the industry".<ref>{{Cite web |last=Oyedele |first=Akin |date=March 21, 2016 |title=Here's how Apple shares do right after the new iPhone launches |url=http://www.businessinsider.com/apple-stock-after-iphone-launches-2016-3 |access-date=May 24, 2017 |website=Business Insider}}</ref>

In an article posted on Apple's website on February 6, 2007, Jobs wrote that Apple would be willing to sell music on the [[ITunes Store|iTunes Store]] without [[Engineering:Digital rights management|digital rights management]], thereby allowing tracks to be played on third-party players if record labels would agree to drop the technology.<ref>{{Cite web |last=Block |first=Ryan |date=February 6, 2007 |title=A letter from Steve Jobs on DRM: let's get rid of it |url=https://www.engadget.com/2007/02/06/a-letter-from-steve-jobs-on-drm-lets-get-rid-of-it |access-date=March 23, 2017 |website=[[Software:Engadget|Engadget]] |publisher=AOL}}</ref> On April 2, 2007, Apple and [[Company:EMI|EMI]] jointly announced the removal of DRM technology from EMI's catalog in the iTunes Store, effective in May 2007.<ref>{{Cite web |last=Dalrymple |first=Jim |date=April 2, 2007 |title=Apple, EMI offer higher-quality DRM free downloads |url=https://www.macworld.com/article/57098/2007/04/drmfree.html |url-status=dead |archive-url=https://web.archive.org/web/20120104152526/http://www.macworld.com/article/57098/2007/04/drmfree.html |archive-date=January 4, 2012 |access-date=November 29, 2010 |website=Macworld}}</ref> Other record labels eventually followed suit and Apple published a press release in January 2009 to announce that all songs on the iTunes Store are available without their [[Software:FairPlay|FairPlay]] DRM.<ref>{{Cite web |date=January 6, 2009 |title=Changes Coming to the iTunes Store |url=https://www.apple.com/newsroom/2009/01/06Changes-Coming-to-the-iTunes-Store |access-date=March 23, 2014 |publisher=Apple Inc.}}</ref>

In July 2008, Apple launched the [[Software:App Store (iOS)|App Store]] to sell third-party applications for the [[Engineering:IPhone|iPhone]] and [[Engineering:IPod Touch|iPod Touch]].<ref>{{Cite news |last=Flandez |first=Raymund |date=August 5, 2008 |title=Programmers Jockey for iPhone Users at Apple Site |work={{wipe|The Wall Street Journal}} |url=https://www.wsj.com/articles/SB121789232442511743 |url-access=subscription |access-date=August 16, 2008}}</ref> Within a month, the store sold 60&nbsp;million applications and registered an average daily revenue of $1&nbsp;million, with Jobs speculating in August 2008 that the App Store could become a billion-dollar business for Apple.<ref>{{Cite web |last=McLaughlin |first=Kevin |date=August 11, 2008 |title=Apple's Jobs Gushes Over App Store Success |url=http://www.crn.com/software/210002313 |archive-url=https://web.archive.org/web/20100301213959/http://crn.com/software/210002313 |archive-date=March 1, 2010 |access-date=August 16, 2008 |publisher=The Channel Wire}}</ref> By October 2008, Apple was the third-largest mobile handset supplier in the world due to the popularity of the iPhone.<ref>{{Cite magazine |last=Chen |first=Brian |date=October 21, 2008 |title=Jobs: Apple Is Third Largest Handset Supplier |url=https://www.wired.com/epicenter/2008/10/with-iphone-app |magazine=Wired |access-date=March 23, 2014}}</ref>

On January 14, 2009, Jobs announced in an internal memo that he would be taking a six-month medical [[Social:Leave of absence|leave of absence]] from Apple until the end of June 2009 and would spend the time focusing on his health. In the email, Jobs stated that "the curiosity over my personal health continues to be a distraction not only for me and my family, but everyone else at Apple as well", and explained that the break would allow the company "to focus on delivering extraordinary products".<ref>{{Cite press release |title=Apple Media Advisory |date=January 14, 2009 |publisher=Apple Inc. |url=https://www.apple.com/newsroom/2009/01/14Apple-Media-Advisory |last1=Jobs |first1=Steve |access-date=March 23, 2014 |author-link1=Steve Jobs}}</ref> Though Jobs was absent, Apple recorded its best non-holiday quarter (Q1 FY 2009) during the recession with revenue of $8.16&nbsp;billion and profit of $1.21&nbsp;billion.<ref>{{Cite web |title=Apple Inc, Form 10-Q, Quarterly Report, Filing Date Apr 23, 2009 |url=http://edgar.secdatabase.com/2508/119312509085781/filing-main.htm |access-date=March 8, 2013 |publisher=secdatabase.com}}; {{Cite web |date=April 22, 2009 |title=Apple reports the best non-holiday quarter in its history |url=http://www.betanews.com/article/Apple-reports-the-best-nonholiday-quarter-in-its-history/1240433273 |access-date=November 22, 2010 |publisher=Betanews}}</ref>

After years of speculation and multiple rumored "leaks", Apple unveiled a large screen, tablet-like media device known as the [[Engineering:IPad|iPad]] on January 27, 2010. The iPad ran the same touch-based operating system as the iPhone, and all iPhone apps were compatible with the iPad. This gave the iPad a large app catalog on launch, though having very little development time before the release. Later that year on April 3, 2010, the iPad was launched in the U.S. It sold more than 300,000 units on its first day, and 500,000 by the end of the first week.<ref>{{Cite news |title=Apple iPad reaches 1 million sales faster than iPhone |language=en-US |work={{wipe|Reuters}} |url=https://www.reuters.com/article/us-apple-ipad/apple-ipad-reaches-1-million-sales-faster-than-iphone-idUSTRE64002T20100503 |access-date=September 10, 2018}}</ref> In May 2010, Apple's market cap exceeded that of competitor [[Company:Microsoft|Microsoft]] for the first time since 1989.<ref>{{Cite news |date=May 27, 2010 |title=Apple passes Microsoft to be biggest tech company |work=BBC News |url=http://news.bbc.co.uk/1/hi/business/10168684.stm |url-status=live |access-date=May 29, 2010 |archive-url=https://web.archive.org/web/20100529063247/http://news.bbc.co.uk/1/hi/business/10168684.stm |archive-date=May 29, 2010}}</ref>

In June 2010, Apple released the [[Engineering:IPhone 4|iPhone 4]],<ref>{{Cite press release |title=Apple Presents iPhone 4 |publisher=Apple Inc. |url=https://www.apple.com/newsroom/2010/06/07Apple-Presents-iPhone-4 |url-status=live |archive-url=https://web.archive.org/web/20110903135840/http://www.apple.com/pr/library/2010/06/07Apple-Presents-iPhone-4.html |archive-date=September 3, 2011}}; {{Cite news |last=Beaumont |first=Claudine |date=June 24, 2010 |title=Apple iPhone 4: Full review |language=en-GB |work=The Telegraph |url=https://www.telegraph.co.uk/technology/apple/7849655/Apple-iPhone-4-Full-review.html |url-status=live |url-access=subscription |access-date=September 10, 2018 |archive-url=https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/technology/apple/7849655/Apple-iPhone-4-Full-review.html |archive-date=January 10, 2022 |issn=0307-1235}}{{cbignore}}</ref> which introduced video calling using [[Software:FaceTime|FaceTime]], [[Computer multitasking|multitasking]], and a new design with an exposed [[Chemistry:Stainless steel|stainless steel]] frame as the phone's antenna system. Later that year, Apple again refreshed the [[Engineering:IPod|iPod]] line by introducing a multi-touch [[Engineering:IPod Nano|iPod Nano]], an iPod Touch with [[Software:FaceTime|FaceTime]], and an [[Engineering:IPod Shuffle|iPod Shuffle]] that brought back the clickwheel buttons of earlier generations.<ref>{{Cite web |last=Topolsky |first=Joshua |date=September 7, 2010 |title=iPod touch review (2010) |url=https://www.engadget.com/2010/09/07/ipod-touch-review-2010 |access-date=March 23, 2017 |website=[[Software:Engadget|Engadget]] |publisher=AOL}}; {{Cite press release |title=Apple Reinvents iPod nano With Multi-Touch Interface |date=September 1, 2010 |publisher=Apple Inc. |url=https://www.apple.com/newsroom/2010/09/01Apple-Reinvents-iPod-nano-With-Multi-Touch-Interface |access-date=November 11, 2010 |url-status=live |archive-url=https://web.archive.org/web/20101115202127/http://www.apple.com/pr/library/2010/09/01ipodnano.html |archive-date=November 15, 2010}}; {{Cite web |last=Bell |first=Donald |date=September 7, 2010 |title=Apple iPod Shuffle 2010 (2&nbsp;GB) review |url=https://www.cnet.com/reviews/apple-ipod-shuffle-2010-2gb-review |access-date=April 4, 2019 |website=CNet}}</ref> It also introduced the smaller, cheaper second generation Apple TV which allowed renting of movies and shows.<ref name="yahoo1">{{Cite news |last1=Mintz |first1=Jessica |last2=Robertson |first2=Jordan |title=Apple unveils new TV box for renting movies, shows |work=[[Software:Yahoo! News|Yahoo! News]] |publisher=[[Company:Yahoo!|Yahoo!]] |url=https://news.yahoo.com/s/ap/20100901/ap_on_hi_te/us_tec_apple |access-date=September 2, 2010 |archive-url=https://web.archive.org/web/20100902211653/https://news.yahoo.com/s/ap/20100901/ap_on_hi_te/us_tec_apple |archive-date=September 2, 2010}}</ref>

On January 17, 2011, Jobs announced in an internal Apple memo that he would take another medical leave of absence for an indefinite period to allow him to focus on his health. Chief operating officer Tim Cook assumed Jobs's day-to-day operations at Apple, although Jobs would still remain "involved in major strategic decisions".<ref name="JobsLeave2011">{{Cite news |date=January 17, 2011 |title=Apple boss Steve Jobs takes 'medical leave' |work=BBC News |url=https://www.bbc.co.uk/news/technology-12205173 |url-status=live |access-date=January 17, 2011 |archive-url=https://web.archive.org/web/20110119050439/http://www.bbc.co.uk/news/technology-12205173 |archive-date=January 19, 2011}}</ref> Apple became the most valuable consumer-facing brand in the world.<ref>{{Cite web |last=Indvik |first=Lauren |date=May 9, 2011 |title=Apple Now World's Most Valuable Brand |url=http://mashable.com/2011/05/09/apple-google-brandz-study |access-date=October 7, 2011 |website=Mashable}}</ref> In June 2011, Jobs surprisingly took the stage and unveiled [[Company:ICloud|iCloud]], an online storage and syncing service for music, photos, files, and software which replaced [[Software:MobileMe|MobileMe]], Apple's previous attempt at content syncing.<ref>{{Cite news |last=Helft |first=Miguel |date=June 6, 2011 |title=Apple Unveils a 'Cloud' Music and Storage Service |work={{wipe|The New York Times}} |url=https://www.nytimes.com/2011/06/07/technology/07apple.html |url-access=limited |access-date=June 7, 2011 |archive-url=https://ghostarchive.org/archive/20220101/https://www.nytimes.com/2011/06/07/technology/07apple.html |archive-date=January 1, 2022}}{{cbignore}}</ref> This would be the last product launch Jobs would attend before his death.

On August 24, 2011, Jobs resigned his position as CEO of Apple.<ref>{{Cite web |last=Primack |first=Doug |title=Fallen Apple: Steve Jobs resigns |url=http://finance.fortune.cnn.com/2011/08/24/fallen-apple-steve-jobs-resigns |url-status=dead |archive-url=https://web.archive.org/web/20110926040400/http://finance.fortune.cnn.com/2011/08/24/fallen-apple-steve-jobs-resigns |archive-date=September 26, 2011 |access-date=August 24, 2011 |website=Fortune |publisher=CNN}}</ref> He was replaced by Cook and Jobs became Apple's chairman. Apple did not have a chairman at the time<ref>{{Cite news |last1=Olivarez-Giles |first1=Nathan |last2=Suh Lauder |first2=Thomas |date=August 24, 2011 |title=What does Steve Jobs' chairman role mean for Apple? |work=Los Angeles Times |url=https://latimesblogs.latimes.com/technology/2011/08/steve-jobs-apple-chairman.html |access-date=April 11, 2020}}</ref> and instead had two co-lead directors, Andrea Jung and Arthur D. Levinson,<ref>{{Cite news |last=Foresman |first=Chris |date=November 15, 2011 |title=Genentech's Levinson replaces Steve Jobs as Apple chairman |work=ars technica |url=https://arstechnica.com/gadgets/2011/11/genetechs-levinson-now-apple-chairman-disneys-iger-joins-the-board |access-date=April 11, 2020}}</ref> who continued with those titles until Levinson replaced Jobs as chairman of the board in November after Jobs's death.<ref>{{Cite web |date=August 25, 2011 |title=Meet Apple's Board of Directors |url=http://www.ethiopianreview.com/index/20113/?p=25598 |url-status=dead |archive-url=https://web.archive.org/web/20120928000035/http://www.ethiopianreview.com/index/20113/?p=25598 |archive-date=September 28, 2012 |access-date=October 7, 2011 |website=Ethiopian Review}}</ref>

===2011–present: Post-Jobs era, Tim Cook===
On October 5, 2011, Steve Jobs died, marking the end of an era for Apple.<ref>{{Cite web |last=Griggs |first=Brandon |date=October 6, 2011 |title=Steve Jobs, Apple founder, dies |url=http://edition.cnn.com/2011/10/05/us/obit-steve-jobs/index.html |access-date=March 27, 2017 |publisher=CNN}}; {{Cite web |first=Ken |last=Hess |title=October 5th, 2011. The day Apple died |url=https://www.zdnet.com/article/october-5th-2011-the-day-apple-died |website=[[ZDNet]] |date=October 5, 2011 |access-date=March 27, 2017}}</ref> The next major product announcement by Apple was on January 19, 2012, when Apple's Phil Schiller introduced [[Software:Apple Books|iBook's]] Textbooks for iOS and iBook Author for Mac OS X in New York City.<ref>{{Cite press release |title=Apple Reinvents Textbooks with iBooks 2 for iPad – New iBooks Author Lets Anyone Create Stunning iBooks Textbooks |date=January 19, 2012 |publisher=Apple Inc. |url=https://www.apple.com/newsroom/2012/01/19Apple-Reinvents-Textbooks-with-iBooks-2-for-iPad |access-date=February 22, 2012}}</ref> Jobs stated in the biography "Steve Jobs" that he wanted to reinvent the textbook industry and education.<ref>{{Cite web |title=Steve Jobs' Plans to Disrupt the Textbook Industry. How Disruptive Were They? {{!}} Inside Higher Ed |url=https://www.insidehighered.com/blogs/hack-higher-education/steve-jobs-plans-disrupt-textbook-industry-how-disruptive-were-they |access-date=November 10, 2017 |website=www.insidehighered.com}}</ref>

From 2011 to 2012, Apple released the [[Engineering:IPhone 4S|iPhone 4S]]<ref>{{Cite web |last=Ziegler |first=Chris |date=October 4, 2011 |title=iPhone 4S announced, available October 14th starting at $199 |url=https://www.theverge.com/apple/2011/10/4/2470139/iphone-4s-announced-available-october-14th-starting-at-199 |access-date=March 23, 2017 |website=[[The Verge]]}}; {{Cite web |first=Ben |last=Parr |title=Apple Announces iPhone 4S |url=http://mashable.com/2011/10/04/apple-iphone-4s |website=Mashable |date=October 4, 2011 |access-date=March 23, 2017}}</ref> and [[Engineering:IPhone 5|iPhone 5]],<ref>{{Cite web |last=Savov |first=Vlad |date=September 12, 2012 |title=Apple announces 4-inch iPhone 5 with LTE, Lightning connector, September 21st release date |url=https://www.theverge.com/2012/9/12/3316830/iphone-5-release-date-specs-features-price-announcement |access-date=March 23, 2017 |website=[[The Verge]]}}; {{Cite web |first=Anand Lal |last=Shimpi |title=Apple iPhone 5: Announced |url=http://www.anandtech.com/show/6280/apple-iphone-5-announced |website=[[AnandTech]] |publisher=Purch Group |date=September 12, 2012 |access-date=March 23, 2017}}</ref> which featured improved cameras, an intelligent software assistant named [[Software:Siri|Siri]], and cloud-synced data with iCloud; the third- and fourth-generation iPads, which featured Retina displays;<ref>{{Cite news |url= https://www.wsj.com/articles/SB10001424052702304459804577281472610072322 |title= New iPad: a Million More Pixels Than HDTV |work={{wipe|The Wall Street Journal}} |date= March 15, 2012 |access-date= March 15, 2012 |last= Mossberg |first= Walter |url-access= subscription}}; {{Cite web |last=Lowensohn |first=Josh |date=March 7, 2012 |title=Apple iPad live blog (Wednesday, March 7) |url=https://www.cnet.com/news/apple-ipad-live-blog-wednesday-march-7 |access-date=March 23, 2017 |website=CNET}}</ref><ref name="Lightning strikes again"/> and the [[Engineering:IPad Mini|iPad Mini]], which featured a 7.9-inch screen in contrast to the iPad's 9.7-inch screen.<ref name="mini"/> These launches were successful, with the iPhone 5 (released September 21, 2012) becoming Apple's biggest iPhone launch with over two million pre-orders<ref>{{Cite web |last=Stein |first=Scott |date=October 5, 2012 |title=Apple iPhone 5 review |url=https://www.cnet.com/uk/products/apple-iphone-5/review |access-date=March 23, 2017 |website=CNET}}</ref> and sales of three million iPads in three days following the launch of the iPad Mini and fourth-generation iPad (released November 3, 2012).<ref>{{Cite press release |title=Apple Sells Three Million iPads in Three Days |date=November 5, 2012 |publisher=Apple Inc. |url=https://www.apple.com/newsroom/2012/11/05Apple-Sells-Three-Million-iPads-in-Three-Days |access-date=February 22, 2013}}</ref> Apple also released a third-generation 13-inch MacBook Pro with a Retina display and new iMac and [[Engineering:Mac Mini|Mac Mini]] computers.<ref name="Lightning strikes again">{{Cite web |last=Wood |first=Molly |date=October 23, 2012 |title=The new 'new iPad': Lightning strikes again |url=https://www.cnet.com/news/the-new-new-ipad-lightning-strikes-again |access-date=March 23, 2017 |website=CNET}}</ref><ref name="mini">{{Cite news |last=Dudley-Nicholson |first=Jennifer |date=October 24, 2012 |title=Apple unveils new iPad Mini, updated iPad and new Macs |work=Herald Sun |url=http://www.heraldsun.com.au/technology/apple-prepares-to-reveal-ipad-mini/story-fn7celvh-1226501774885 |url-status=dead |access-date=November 11, 2012 |archive-url=https://web.archive.org/web/20130217023327/http://www.heraldsun.com.au/technology/apple-prepares-to-reveal-ipad-mini/story-fn7celvh-1226501774885 |archive-date=February 17, 2013}}</ref><ref>{{Cite web |last=Brown |first=Rich |date=November 11, 2013 |title=Apple Mac Mini with Fusion Drive review |url=https://www.cnet.com/products/apple-mac-mini/review |access-date=March 23, 2017 |website=CNET}}</ref>

On August 20, 2012, Apple's rising stock price increased the company's market capitalization to a then-record $624&nbsp;billion. This beat the non-inflation-adjusted record for market capitalization previously set by [[Company:Microsoft|Microsoft]] in 1999.<ref>{{Cite news |last=Svensson |first=Peter |title=Apple Sets Record for Company Value at $624B |agency=Associated Press |url=http://hosted.ap.org/dynamic/stories/U/US_TEC_APPLE_BIGGEST_COMPANY?SITE=AP&SECTION=HOME&TEMPLATE=DEFAULT |url-status=dead |access-date=August 20, 2012 |archive-url=https://web.archive.org/web/20120822164535/http://hosted.ap.org/dynamic/stories/U/US_TEC_APPLE_BIGGEST_COMPANY?SITE=AP&SECTION=HOME&TEMPLATE=DEFAULT |archive-date=August 22, 2012}}</ref> On August 24, 2012, a US jury ruled that Samsung should pay Apple $1.05&nbsp;billion (£665m) in damages in an [[Social:Intellectual property|intellectual property]] lawsuit.<ref>{{Cite news |date=August 25, 2012 |title=Apple awarded $1bn in damages from Samsung in US court |work=BBC News |url=https://www.bbc.co.uk/news/technology-19377261 |access-date=August 25, 2012}}</ref> Samsung appealed the damages award, which was reduced by $450&nbsp;million<ref name="FOSS Patents">{{Cite web |title=Judge strikes $450 million from $1 billion damages award in Apple v. Samsung: second trial needed |url=http://www.fosspatents.com/2013/03/judge-strikes-450-million-from-1.html |access-date=March 1, 2013 |publisher=FOSS Patents}}</ref> and further granted Samsung's request for a new trial.<ref name="FOSS Patents"/> On November 10, 2012, Apple confirmed a global settlement that dismissed all existing lawsuits between Apple and HTC up to that date, in favor of a ten-year license agreement for current and future patents between the two companies.<ref>{{Cite press release |title=HTC and Apple Settle Patent Dispute |date=November 10, 2012 |publisher=Apple Inc. |url=https://www.apple.com/newsroom/2012/11/11HTC-and-Apple-Settle-Patent-Dispute |access-date=February 22, 2013}}</ref> It is predicted that Apple will make {{US$|280 million|long=no}} per year from this deal with HTC.<ref>{{Cite web |last=Reisinger |first=Don |date=November 12, 2012 |title=Apple predicted to generate up to $280 million a year in HTC deal |url=https://www.cnet.com/news/apple-predicted-to-generate-up-to-280-million-a-year-in-htc-deal |access-date=March 23, 2017 |website=CNET}}</ref>

In May 2014, Apple confirmed its intent to acquire Dr. Dre and Jimmy Iovine's audio company [[Company:Beats Electronics|Beats Electronics]]—producer of the "Beats by Dr. Dre" line of headphones and speaker products, and operator of the music streaming service Beats Music—for {{US$|3 billion|long=no}}, and to sell their products through Apple's retail outlets and resellers. Iovine believed that Beats had always "belonged" with Apple, as the company modeled itself after Apple's "unmatched ability to marry culture and technology." The acquisition was the largest purchase in Apple's history.<ref>{{Cite web |last=Steele |first=Billy |date=May 28, 2014 |title=Apple acquires Beats Electronics for $3 billion |url=https://www.engadget.com/2014/05/28/apple-acquires-beats-electronics-for-3-billion |access-date=March 23, 2017 |website=[[Software:Engadget|Engadget]] |publisher=AOL}}; {{Cite web |last=Welch |first=Chris |date=May 28, 2014 |title=Apple confirms it's buying Beats for $3 billion |url=https://www.theverge.com/2014/5/28/5700530/apple-confirms-beats-acquisition |access-date=March 23, 2017 |website=[[The Verge]]}}</ref>

[[File:Apple Watch でチェックインしました！ 2015 (17187691969).jpg|thumb|Apple Watch first generation (2015)]]
During a press event on September 9, 2014, Apple introduced a [[Engineering:Smartwatch|smartwatch]] called the [[Engineering:Apple Watch|Apple Watch]].<ref name="verge-watchannounce">{{Cite web |date=September 9, 2014 |title=Apple Watch announced: available for $349 early next year |url=https://www.theverge.com/2014/9/9/6125873/apple-watch-smartwatch-announced |access-date=July 15, 2015 |website=[[The Verge]]}}; {{Cite web |date=September 9, 2014 |title=The Apple Watch is poised to dominate the market for digital fitness trackers |url=https://www.theverge.com/2014/9/9/6127839/apple-watch-healthkit-digital-health-fitness |access-date=July 15, 2015 |website=[[The Verge]]}}</ref> Initially, Apple marketed the device as a fashion accessory<ref name="wp-fashion">{{Cite news |title=Apple Watch is competing as a fashion accessory, and that's a risky move |newspaper={{wipe|The Washington Post}} |url=https://www.washingtonpost.com/blogs/innovations/wp/2015/03/05/apple-watch-is-competing-as-a-fashion-accessory-and-thats-a-risky-move |access-date=July 15, 2015}}</ref> and a complement to the iPhone, that would allow people to look at their smartphones less.<ref name="wired.com">{{Cite magazine |title=iPhone Killer: The Secret History of the Apple Watch |url=https://www.wired.com/2015/04/the-apple-watch |magazine=Wired}}</ref> Over time, the company has focused on developing health and fitness-oriented features on the watch, in an effort to compete with dedicated [[Engineering:Activity tracker|activity tracker]]s.

In January 2016, Apple announced that over one billion Apple devices were in active use worldwide.<ref>{{Cite web |last=Statt |first=Nick |date=January 26, 2016 |title=1 billion Apple devices are in active use around the world |url=https://www.theverge.com/2016/1/26/10835748/apple-devices-active-1-billion-iphone-ipad-ios |access-date=May 24, 2017 |website=[[The Verge]]}}; {{Cite news |last=Rossignol |first=Joe |date=January 26, 2016 |title=Apple Now Has Over 1 Billion Active Devices Worldwide |work=MacRumors |url=https://www.macrumors.com/2016/01/26/apple-1-billion-active-device-installed-base |access-date=May 24, 2017}}</ref>

On June 6, 2016, ''Fortune'' released Fortune 500, its list of companies ranked on revenue generation. In the trailing fiscal year of 2015, Apple was listed as the top tech company.<ref name="Top Tech Company">{{Cite web |last=McBride |first=Sarah |date=June 6, 2016 |title=Apple leads Tech Industry in Fortune 500 |url=https://www.yahoo.com/tech/apple-top-tech-company-fortune-132100720.html |access-date=June 6, 2016 |website=Yahoo Tech}}</ref> It ranked third, overall, with {{US$|233 billion|long=no}} in revenue.<ref name="Top Tech Company"/> This represents a movement upward of two spots from the previous year's list.<ref name="Top Tech Company"/>

In June 2017, Apple announced the [[Engineering:HomePod|HomePod]], its [[Engineering:Smart speaker|smart speaker]] aimed to compete against [[Company:Sonos|Sonos]], [[Engineering:Google Home|Google Home]], and [[Engineering:Amazon Echo|Amazon Echo]].<ref>{{Cite news |last=Gartenberg |first=Chaim |date=June 5, 2017 |title=Apple announces HomePod speaker to take on Sonos |work=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |url=https://www.theverge.com/2017/6/5/15732144/apple-homepod-speaker-announced-siri-price-release-date-wwdc-2017 |access-date=December 14, 2017}}</ref> Toward the end of the year, ''TechCrunch'' reported that Apple was acquiring [[Software:Shazam (application)|Shazam]], a company that introduced its products at WWDC and specializing in music, TV, film and advertising recognition.<ref>{{Cite news |last1=Lunden |first1=Ingrid |last2=Roof |first2=Katie |date=December 8, 2017 |title=Sources: Apple is acquiring music recognition app Shazam |work=TechCrunch |publisher=Oath Inc. |url=https://techcrunch.com/2017/12/08/sources-apple-is-acquiring-music-recognition-app-shazam |access-date=December 14, 2017}}</ref> The acquisition was confirmed a few days later, reportedly costing Apple {{US$|400 million|long=no}}, with media reports that the purchase looked like a move to acquire data and tools bolstering the [[Software:Apple Music|Apple Music]] streaming service.<ref>{{Cite web |last=Singleton |first=Micah |date=December 11, 2017 |title=Apple confirms it has acquired Shazam |url=https://www.theverge.com/2017/12/11/16761984/apple-shazam-acquisition |access-date=December 14, 2017 |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]]}}</ref> The purchase was approved by the [[Social:European Union|European Union]] in September 2018.<ref>{{Cite news |date=September 6, 2018 |title=EU clears Apple's purchase of song-recognition app Shazam |work={{wipe|CNBC}} |url=https://www.cnbc.com/2018/09/06/the-associated-press-eu-clears-apples-purchase-of-song-recognition-app-shazam.html |url-status=dead |access-date=September 7, 2018 |archive-url=https://web.archive.org/web/20180907144731/https://www.cnbc.com/2018/09/06/the-associated-press-eu-clears-apples-purchase-of-song-recognition-app-shazam.html |archive-date=September 7, 2018}}; {{Cite news |last=Welch |first=Chris |date=September 24, 2018 |title=Apple completes Shazam acquisition, will make app ad-free for everyone |work=[[The Verge]] |url=https://www.theverge.com/2018/9/24/17896350/apple-shazam-app-acquisition-complete-free |access-date=September 24, 2018}}</ref>

Also in June 2017, Apple appointed Jamie Erlicht and Zack Van Amburg to head the newly formed worldwide video unit. In November 2017, Apple announced it was branching out into original scripted programming: a drama series starring Jennifer Aniston and Reese Witherspoon, and a reboot of the anthology series Amazing Stories with Steven Spielberg.<ref>{{Cite web |last=Andreeva |first=Nellie |date=November 8, 2017 |title=Apple Gives Reese Witherspoon-Jennifer Aniston Morning Show Series 2-Season Order, Confirms 'Amazing Stories' Reboot |url=https://deadline.com/2017/11/apple-reese-witherspoon-jennifer-aniston-morning-show-series-2-season-order-amazing-stories-reboot-1202204293 |access-date=January 18, 2019 |website=Deadline Hollywood |language=en}}</ref> In June 2018, Apple signed the Writers Guild of America's minimum basic agreement and Oprah Winfrey to a multi-year content partnership.<ref>{{Cite web |last=Robb |first=David |date=June 7, 2018 |title=Apple Signs WGA Contract As It Ramps Up Scripted Shows |url=https://deadline.com/2018/06/apple-signs-wga-contract-as-it-ramps-up-scripted-shows-1202405862 |access-date=January 18, 2019 |website=Deadline Hollywood |language=en}}; {{Cite web |last=Andreeva |first=Nellie |date=June 15, 2018 |title=Oprah Winfrey Partners With Apple For Original Content |url=https://deadline.com/2018/06/oprah-winfrey-content-partnership-apple-for-original-programming-1202411370 |access-date=January 18, 2019 |website=Deadline Hollywood |language=en}}</ref> Additional partnerships for original series include Sesame Workshop and DHX Media and its subsidiary Peanuts Worldwide, and a partnership with A24 to create original films.<ref>{{Cite web |last1=Andreeva |first1=Nellie |last2=Petski |first2=Denise |date=June 20, 2018 |title=Apple Teams With Sesame Workshop On Children's Programming Slate |url=https://deadline.com/2018/06/apple-sesame-workshop-childrens-programming-slate-live-action-animated-series-1202414268 |access-date=January 18, 2019 |website=Deadline Hollywood |language=en}}; {{Cite web |last1=Andreeva |first1=Nellie |last2=Petski |first2=Denise |date=December 14, 2018 |title=Apple Makes 'Peanuts' Deal; DHX Media To Produce New Series, Specials & Shorts With Classic Characters For Streamer |url=https://deadline.com/2018/12/apple-makes-peanuts-deal-dhx-media-to-produce-new-series-specials-shorts-with-classic-characters-for-streamer-1202520215 |access-date=January 18, 2019 |website=Deadline Hollywood |language=en}}; {{Cite web |last1=Hipes |first1=Patrick |last2=Andreeva |first2=Nellie |date=November 15, 2018 |title=Apple Inks Deal With A24 For Multiple Films As Part Of Push Into Movies |url=https://deadline.com/2018/11/apple-original-movies-a24-slate-deal-1202502828 |access-date=January 18, 2019 |website=Deadline Hollywood |language=en}}</ref>

During the Apple Special Event in September 2017, the AirPower wireless charger was announced alongside the [[Engineering:IPhone X|iPhone X]], [[Engineering:IPhone 8|iPhone 8]], and [[Engineering:Apple Watch#Third generation (Series 3)|Watch Series 3]]. The AirPower was intended to wirelessly charge multiple devices, simultaneously. Though initially set to release in early 2018, the AirPower would be canceled in March 2019, marking the first cancellation of a device under Cook's leadership.<ref>{{Cite news |last=Gurman |first=Mark |date=March 29, 2019 |title=Apple Cancels Plan for AirPower Wireless Charger |work=Bloomberg.com |url=https://www.bloomberg.com/news/articles/2019-03-29/apple-cancels-anticipated-airpower-wireless-charging-accessory |access-date=August 25, 2022}}; {{Cite web |last=Panzarino |first=Matthew |date=March 29, 2019 |title=Apple cancels AirPower product, citing inability to meet its high standards for hardware |url=https://social.techcrunch.com/2019/03/29/apple-cancels-airpower-product-citing-inability-to-meet-its-high-standards-for-hardware |access-date=August 25, 2022 |website=TechCrunch}}; {{Cite magazine |last=Goode |first=Lauren |date=March 29, 2019 |title=RIP AirPower: Apple Kills Its Elusive Wireless Charging Pad |url=https://www.wired.com/story/apple-kills-airpower |magazine=Wired |issn=1059-1028 |accessdate=August 25, 2022}}</ref>

On August 19, 2020, Apple's share price briefly topped $467.77, making it the first US company with a market capitalization of {{US$|2 trillion|long=no}}.<ref>{{Cite web |last=Bursztynsky |first=Jessica |date=August 19, 2020 |title=Apple becomes first U.S. company to reach a $2 trillion market cap |url=https://www.cnbc.com/2020/08/19/apple-reaches-2-trillion-market-cap.html |access-date=August 19, 2020 |website=CNBC |language=en}}</ref>

[[File:Macbook Air M1 Silver PNG.png|thumb|MacBook Air M1 (2020)]]
During its annual WWDC keynote speech on June 22, 2020, Apple announced it would move away from Intel processors, and the [[Engineering:Mac transition to Apple silicon|Mac would transition to processors developed in-house]].<ref>{{Cite news |last=Warren |first=Tom |date=June 22, 2020 |title=Apple announces it will switch to its own processors for future Macs |work=[[The Verge]] |url=https://www.theverge.com/2020/6/22/21295475/apple-mac-processors-arm-silicon-chips-wwdc-2020 |access-date=June 22, 2020}}</ref> The announcement was expected by industry analysts, and it has been noted that Macs featuring Apple's processors would allow for big increases in performance over current Intel-based models.<ref>{{Cite news |last=Haselton |first=Todd |date=June 22, 2020 |title=Apple will stop using Intel chips in all Macs by 2021, top analyst says |work={{wipe|CNBC}} |url=https://www.cnbc.com/2020/06/22/new-macbook-pro-and-imac-coming-with-arm-chips-instead-of-intel---kuo.html |access-date=June 22, 2020}}</ref> On November 10, 2020, the MacBook Air, MacBook Pro, and the Mac Mini became the first Mac devices powered by an Apple-designed processor, the [[Engineering:Apple M1|Apple M1]].<ref>{{Cite web |date=November 2, 2020 |title=Apple announces 'One More Thing' event for November 10th |url=https://www.theverge.com/2020/11/2/21546136/apple-event-date-time-november-10th-one-more-thing-arm-mac-silicon |access-date=November 2, 2020 |website=The Verge}}</ref>

In April 2022, it was reported that [[Company:Samsung Electro-Mechanics|Samsung Electro-Mechanics]] would be collaborating with Apple on its M2 chip instead of LG Innotek.<ref>{{Cite web |last=McDaniel |first=Allison |date=April 21, 2022 |title=Apple's M2 chip nears as Samsung beats LG as processor packaging partner |url=https://9to5mac.com/2022/04/21/apple-m2-chip-samsung |access-date=April 27, 2022 |website=9to5Mac |language=en-US}}</ref> Developer logs showed that at least nine Mac models with four different M2 chips were being tested.<ref>{{Cite news |date=April 14, 2022 |title=Apple tests several new Macs with next-generation M2 chips – Bloomberg News |language=en |work=Reuters |url=https://www.reuters.com/technology/apple-tests-several-new-macs-with-next-generation-m2-chips-bloomberg-news-2022-04-14 |access-date=April 27, 2022}}; {{Cite web |last=Clark |first=Mitchell |date=April 14, 2022 |title=Apple's M2 chips and the computers they'll power detailed in new leak |url=https://www.theverge.com/2022/4/14/23026073/apple-m2-silicon-macbook-air-pro-mac-mini-rumors |access-date=April 27, 2022 |website=The Verge |language=en}}</ref>

''{{wipe|The Wall Street Journal}}'' reported that Apple's effort to develop its own chips left it better prepared to deal with the semiconductor shortage that emerged during the COVID-19 pandemic, which led to increased profitability, with sales of M1-based Mac computers rising sharply in 2020 and 2021. It also inspired other companies like [[Company:Tesla, Inc.|Tesla]], [[Company:Amazon|Amazon]], and [[Company:Meta Platforms|Meta Platforms]] to pursue a similar path.<ref>{{Cite news |last=Higgins |first=Tim |date=April 16, 2022 |title=The Chips That Rebooted the Mac |language=en-US |work={{wipe|The Wall Street Journal}} |url=https://www.wsj.com/articles/the-chips-that-rebooted-the-mac-11650081649 |access-date=April 27, 2022 |issn=0099-9660}}</ref>

In April 2022, Apple opened an online store that allowed anyone in the US to view repair manuals and order replacement parts for specific recent iPhones, although the difference in cost between this method and official repair is anticipated to be minimal.<ref>{{Cite news |last=Brown |first=Dalvin |date=April 27, 2022 |title=Apple Opens Self-Repair Store With $300 iPhone Screens, 19-Cent Screws |language=en-US |work={{wipe|The Wall Street Journal}} |url=https://www.wsj.com/articles/apple-opens-self-repair-store-with-300-iphone-screens-19-cent-screws-11651031828 |access-date=April 27, 2022 |issn=0099-9660}}; {{Cite web |last=Feiner |first=Lauren |date=April 27, 2022 |title=Apple now lets you buy parts so you can fix your iPhone yourself |url=https://www.cnbc.com/2022/04/27/apple-now-lets-you-buy-iphone-parts-so-you-can-fix-it-yourself.html |access-date=April 27, 2022 |website=CNBC |language=en}}; {{Cite web |last=Porter |first=Jon |date=April 27, 2022 |title=Apple's DIY repair service is now available in the US |url=https://www.theverge.com/2022/4/27/23044301/apple-iphone-diy-repair-self-service-program-spare-parts-12-13 |access-date=April 27, 2022 |website=The Verge |language=en}}; {{Cite web |title=Apple's Self Service Repair program is now open to iPhone owners in the US |url=https://www.engadget.com/apple-self-service-repair-release-date-122332505.html |access-date=April 27, 2022 |website=Engadget |date=April 27, 2022 |language=en-US}}; {{Cite web |date=April 27, 2022 |title=Apple opens Self Service Repair to US iPhone users |url=https://social.techcrunch.com/2022/04/27/apple-opens-self-service-repair-to-us-iphone-users |access-date=April 27, 2022 |website=TechCrunch |language=en-US}}; {{Cite web |last=Sherr |first=Ian |title=Apple Launches Do-It-Yourself Repairs For iPhone 13, iPhone 12 and iPhone SE |url=https://www.cnet.com/tech/mobile/apple-launches-do-it-yourself-repairs-for-iphone-13-iphone-12-and-iphone-se |access-date=April 27, 2022 |website=CNET |language=en}}; {{Cite web |title=Apple's Self-Service Repair Store Finally Launches |url=https://www.pcmag.com/news/apples-self-service-repair-store-finally-launches |access-date=April 27, 2022 |website=PCMAG |language=en}}</ref>

In May 2022, a trademark was filed for RealityOS, an operating system reportedly intended for virtual and augmented reality headsets, first mentioned in 2017. According to Bloomberg, the headset may come out in 2023.<ref>{{Cite web |last=Porter |first=Jon |date=May 30, 2022 |title=Apple's RealityOS for rumored headset appears in trademark application |url=https://www.theverge.com/2022/5/30/23147213/realityos-os-ros-trademark-apple-virtual-augmented-reality-headset |access-date=May 30, 2022 |website=The Verge}}; {{Cite web |last1=Gurman |first1=Mark |last2=Mochizuki |first2=Takashi |last3=Wu |first3=Debby |date=January 14, 2022 |title=Apple's New VR/AR Headset Risks Being Delayed Until 2023 |url=https://www.bloomberg.com/news/articles/2022-01-14/apple-s-hotly-anticipated-headset-risks-being-delayed-until-2023?sref=ExbtjcSG |access-date=May 30, 2022 |website=Bloomberg}}</ref> Further insider reports state that the device uses iris scanning for payment confirmation and signing into accounts.<ref>{{cite web |last1=Fingas |first1=Jon |title=Apple's mixed reality headset reportedly uses iris scanning for payments and sign-ins |url=https://www.engadget.com/apple-mixed-reality-headset-iris-scanning-153036223.html |website=Engadget |date=October 14, 2022 |access-date=October 19, 2022}}</ref>

On June 18, 2022, the Apple Store in Towson, Maryland became the first to unionize in the U.S., with the employees voting to join the [[Organization:International Association of Machinists and Aerospace Workers|International Association of Machinists and Aerospace Workers]].<ref>{{Cite news |last1=Lerman |first1=Rachel |last2=Gregg |first2=Aaron |last3=Somasundaram |first3=Praveena |date=June 19, 2022 |title=Apple Store workers approve union, the first in the U.S. |newspaper={{wipe|The Washington Post}} |url=https://www.washingtonpost.com/technology/2022/06/18/apple-union-vote |access-date=June 19, 2022}}</ref>

On July 7, 2022, Apple added Lockdown Mode to macOS 13 and iOS 16, as a response to the earlier Pegasus revelations; the mode increases security protections for high-risk users against targeted [[Zero-day (computing)|zero-day]] malware.<ref>{{Cite news |date=July 6, 2022 |title=Apple launches Lockdown Mode to block spyware attacks on at-risk users |publisher=BBC News |url=https://www.bbc.com/news/technology-62069255 |access-date=July 7, 2022}}</ref>

Apple launched a [[Finance:Buy now, pay later|buy now, pay later]] service called 'Apple Pay Later' for its [[Software:Apple Wallet|Apple Wallet]] users in March 2023. The program allows its users to apply for loans between $50 and $1,000 to make online or in-app purchases and then repaying them through four installments spread over six weeks without any interest or fees.<ref>{{cite news |last1=Hunter |first1=Tatum |last2=Velazco |first2=Chris |date=March 28, 2023 |title=Now you can 'buy now, pay later' with Apple Wallet |url=https://www.washingtonpost.com/technology/2023/03/28/apple-buy-now-pay-later/ |newspaper=The Washington Post}}</ref><ref>{{cite news |last=De Avila |first=Joseph |date=March 28, 2023 |title=Apple Rolls Out Buy Now, Pay Later Plan |url=https://www.wsj.com/articles/apple-rolls-out-buy-now-pay-later-plan-640ae583 |newspaper=The Wall Street Journal}}</ref>

In November 2023, Apple agreed to a $25 million settlement in a U.S. Department of Justice case that alleged Apple was discriminating against U.S. citizens in hiring. Apple created jobs that were not listed online and required paper submission to apply for, while advertising these jobs to foreign workers as part of recruitment for PERM.<ref>{{cite news |last1=Gurman |first1=Mark |date=November 9, 2023 |title=Apple Settles DOJ Case That It Discriminated Against US Workers |url=https://news.bloomberglaw.com/tech-and-telecom-law/apple-settles-doj-case-that-it-discriminated-against-us-workers |newspaper=Bloomberg News}}</ref>

In January 2024, Apple announced compliance with the [[Social:European Union|European Union]]'s competition law, with major changes to the App Store and other services, effective March 7. This enables iOS users in the 27-nation bloc to use alternative app stores, and alternative payment methods within apps. This adds a menu in Safari for downloading alternative browsers, such as Chrome or Firefox.<ref>{{Cite web|lang=en|url=https://www.nytimes.com/2024/01/25/technology/apple-app-store-europe.html|title=Apple Overhauls App Store in Europe, in Response to New Digital Law|website=The New York Times|access-date=2024-01-29|archive-date=2024-01-26|archive-url=https://web.archive.org/web/20240126040405/https://www.nytimes.com/2024/01/25/technology/apple-app-store-europe.html}}</ref>

==Products==
{{For timeline|Timeline of Apple Inc. products}}
===Mac===
{{Multiple image
| total_width       = 250
| image1            = M2 Macbook Air Midnight model - 1.jpg
| caption1          = MacBook Air with M2 chip
| image2            = M1 iMac blue model (cropped).jpg
| caption2          = iMac with M1 chip
| alt1              = A MacBook Air, in midnight color, on a wooden desk.
| alt2              = An thin iMac in blue color on a desk.
}}
The Mac is Apple's family of [[Engineering:Personal computer|personal computer]]s. Macs are known for their ease of use<ref>{{Cite web |last=Chen |first=Brian X. |date=June 8, 2015 |title=Easy and Reliable Remains Apple's Mantra |url=https://www.nytimes.com/live/apple-wwdc-2015/easy-and-reliable-remains-apples-mantra |url-status=live |archive-url=https://web.archive.org/web/20220928204216/https://archive.nytimes.com/www.nytimes.com/live/apple-wwdc-2015/easy-and-reliable-remains-apples-mantra |archive-date=September 28, 2022 |access-date=September 28, 2022 |website={{wipe|The New York Times}} |language=en}}</ref> and distinctive aluminium, [[Philosophy:Minimalism|minimalist]] designs. Macs have been popular among students, creative professionals, and software engineers. The current lineup consists of the MacBook Air and MacBook Pro laptops, and the iMac, Mac mini, Mac Studio and [[Engineering:Mac Pro|Mac Pro]] desktop computers.

Often described as a walled garden, Macs use [[Engineering:Apple silicon|Apple silicon]] chips, run the [[Software:MacOS|macOS]] operating system, and include Apple software like the [[Software:Safari (web browser)|Safari]] web browser, [[Software:IMovie|iMovie]] for home movie editing, [[Software:GarageBand|GarageBand]] for music creation, and the [[Software:IWork|iWork]] productivity suite. Apple also sells pro apps: [[Software:Final Cut Pro|Final Cut Pro]] for video production, [[Software:Logic Pro|Logic Pro]] for musicians and producers, and [[Software:Xcode|Xcode]] for software developers.

Apple also sells a variety of accessories for Macs, including the [[Engineering:Pro Display XDR|Pro Display XDR]], Apple Studio Display, Magic Mouse, Magic Trackpad, and [[Engineering:Magic Keyboard (Mac)|Magic Keyboard]].

===iPhone===
{{Main|Engineering:IPhone}}
[[File:IPhone 14 Pro - 2.jpg|alt=An iPhone 14 Pro with Chinese user interface, held by a customer, screen facing the camera|upright=0.5|thumb|This iPhone 14 Pro screen is blurred to comply with copyright law.]]
The iPhone is Apple's line of [[Engineering:Smartphone|smartphone]]s, which run the [[Software:IOS|iOS]] operating system. The [[Engineering:IPhone (1st generation)|first iPhone]] was unveiled by Steve Jobs on January 9, 2007. Since then, new models have been released every year. When it was introduced, its multi-touch screen was described as "revolutionary" and a "game-changer" for the mobile phone industry. The device has been credited with creating the [[Software:Mobile app development|app economy]].

The iPhone is hugely profitable, and is credited with helping to make Apple one of the world's most valuable publicly traded companies. {{as of|2022}}, the iPhone had 15% market share, yet represents 50% of global smartphone revenues, with [[Software:Android (operating system)|Android]] phones accounting for the rest. Data from IDC showed Apple overtaking Samsung with a 20% market share in 2023. <ref>{{Cite web |last=Satariano |first=Adam |date=August 10, 2011 |title=Apple Surpasses Exxon as World's Most Valuable Company Before Retreating |url=https://www.bloomberg.com/news/2011-08-09/apple-rises-from-near-bankruptcy-to-become-most-valuable-company.html |archive-url=https://web.archive.org/web/20110810082324/http://www.bloomberg.com/news/2011-08-09/apple-rises-from-near-bankruptcy-to-become-most-valuable-company.html |archive-date=August 10, 2011 |access-date=May 28, 2017 |website={{wipe|Bloomberg News}}}}</ref><ref>{{Cite web |title=Global Smartphone Revenue Hits Record ~$450 Billion in 2021; Apple Captures Highest Ever Share in Q4 2021 - Counterpoint |url=https://www.counterpointresearch.com/insights/global-smartphone-revenue-hits-record-450-billion-2021-apple-captures-highest-ever-share-q4-2021/ |access-date=January 17, 2024 |website=www.counterpointresearch.com}}</ref><ref>{{Cite news |date=January 17, 2024 |title=Apple overtakes Samsung as world's biggest phonemaker |url=https://www.bbc.com/news/business-68002846 |access-date=January 17, 2024 |language=en-GB}}</ref>

===iPad===
{{Main|Engineering:IPad}}
The iPad is Apple's line of [[Engineering:Tablet computer|tablet]]s which run [[Software:IPadOS|iPadOS]]. The [[Engineering:IPad (1st generation)|first-generation iPad]] was announced on January 27, 2010. The iPad is mainly marketed for consuming multimedia, creating art, working on documents, videoconferencing, and playing games. The iPad lineup consists of several base iPad models, and the smaller [[Engineering:IPad Mini|iPad Mini]], upgraded [[Engineering:IPad Air|iPad Air]], and high-end [[Engineering:IPad Pro|iPad Pro]]. Apple has consistently improved the iPad's performance, with the [[Engineering:IPad Pro|iPad Pro]] adopting the same [[Engineering:Apple M1|M1]] and [[Engineering:Apple M2|M2]] chips as the Mac; but the iPad still receives criticism for its limited OS.<ref>{{Cite web |last=Bohn |first=Dieter |date=May 19, 2021 |title=iPad Pro (2021) review: the best screen, but is that enough? |url=https://www.theverge.com/22442084/ipad-pro-2021-review-features-screen-mini-led-m1-processor |access-date=November 7, 2022 |website=The Verge |language=en-US}}</ref><ref>{{Cite web |last=Ivanov |first=Dzhoro |title=The M1 iPad Pro can run a desktop OS - Apple just won't let it |url=https://www.phonearena.com/news/The-M1-iPad-Pro-can-run-a-desktop-OS---Apple-just-wont-let-it_id142585 |access-date=November 7, 2022 |website=Phone Arena |date=September 18, 2022 |language=en-US}}</ref>

{{as of|2020|September|post=,}} Apple has sold more than 500&nbsp;million iPads, though sales peaked in 2013.<ref name="500m ipads">{{Cite web |title=Apple has sold a total of 500 million iPads in the last 10 years |url=https://appleinsider.com/articles/20/09/15/apple-has-sold-a-total-of-500-million-ipads-in-the-last-10-years |access-date=September 21, 2020 |website=AppleInsider |date=September 15, 2020 |language=en}}; {{cite web|last=Fried|first=Ina|date=January 31, 2017|title=iPad sales keep shrinking – down another 20 percent|url=https://www.recode.net/2017/1/31/14460952/apple-ipad-sales-still-falling|access-date=March 20, 2019|website=[[Recode]]}}; {{cite news|date=March 23, 2017|title='Clearance sale' shows Apple's iPad is over. It's done|work=The Register|url=https://www.theregister.co.uk/2017/03/23/clearance_sale_shows_the_ipad_is_over_its_done |access-date=March 20, 2019}}</ref> The iPad still remains the most popular tablet computer by sales {{As of|2020|lc=y|pre=the second quarter of}},<ref>{{Cite web |last=Potuck |first=Michael |date=August 5, 2020 |title=Latest data suggests iPad sales hit highest growth rate in 6 years during Q2 |url=https://9to5mac.com/2020/08/05/latest-data-suggests-ipad-sales-hit-highest-growth-rate-in-6-years-during-q2 |access-date=September 21, 2020 |website=9to5Mac |language=en-US}}</ref> and accounted for nine percent of the company's revenue {{As of|2021|lc=y|pre=the end of}}.<ref name="Apple-10-K-Report-2021"/>

Apple sells several iPad accessories, including the Apple Pencil, [[Engineering:Smart Keyboard|Smart Keyboard]], [[Engineering:Smart Keyboard Folio|Smart Keyboard Folio]], [[Engineering:Magic Keyboard for iPad|Magic Keyboard]], and several adapters.

===Other products===
{{Multiple image
| image1            = Apple AirPods Max 6.jpg
| caption1          = AirPods Max
| image2            = Apple Watch Ultra - 2.jpg
| caption2          = Apple Watch Ultra
| total_width       = 250
| perrow            = 2 / 2
}}

Apple makes several other products that it categorizes as "Wearables, Home and Accessories".<ref>{{Cite web |last=Leswing |first=Kif |date=January 28, 2020 |title=Apple's fastest-growing business segment, which includes AirPods and Watch, is now bigger than Mac |url=https://www.cnbc.com/2020/01/28/apple-wearables-home-and-accessories-segment-now-bigger-than-mac.html |access-date=October 19, 2022 |website=CNBC |language=en}}</ref> These products include the AirPods line of wireless headphones, [[Engineering:Apple TV|Apple TV]] digital media players, [[Engineering:Apple Watch|Apple Watch]] smartwatches, [[Company:Beats Electronics|Beats]] headphones and [[Engineering:HomePod Mini|HomePod Mini]] smart speakers.

{{As of|2021|pre=the end of}}, this broad line of products comprises about 11% of the company's revenues.<ref name="Apple-10-K-Report-2021"/>

At WWDC 2023, Apple announced its new [[Engineering:Virtual reality headset|VR headset]], [[Apple Vision Pro|Vision Pro]], along with [[Software:VisionOS|visionOS]].<ref>{{cite news |last1=Peters |first1=Jay |title=Apple announces visionOS, the operating system for its Vision Pro headset |url=https://www.theverge.com/2023/6/5/23733874/apple-vision-pro-visionos-augmented-reality-os-specs-wwdc-2023 |access-date=June 5, 2023 |work=The Verge |date=June 5, 2023}}</ref> Apple announced that it will be partnering with [[Company:Unity Technologies|Unity]] to bring existing 3D apps to Vision Pro using Unity's PolySpatial technology.<ref>{{Cite web |last=Lin |first=Julian |date=June 6, 2023 |title=Unity Software & Apple: Vision Pro Partnership Changes Everything {{!}} Seeking Alpha |url=https://seekingalpha.com/article/4609781-unity-software-apple-vision-pro-partnership-stock-buy |access-date=June 26, 2023 |website=seekingalpha.com |language=en}}</ref><ref>{{Cite web |last=Technologies |first=Unity |title=Unity Platform Partners – Powering our cross-platform development reach {{!}} Unity |url=https://unity.com/partners/platform |access-date=June 26, 2023 |website=unity.com |language=en}}</ref><ref>{{Cite web |date=June 13, 2023 |title=Apple Vision Pro Unity Games |url=https://medium.com/@namit.cs.rdjps/apple-vision-pro-unity-games-4acf6e80fd6a |access-date=June 26, 2023 |website=Medium |language=en}}</ref><ref>{{Cite web |last=Guilfoyle |first=Stephen |date=June 6, 2023 |title=Play Unity Software This Way as the Stock Surges on Apple Vision Pro Partnership |url=https://realmoney.thestreet.com/investing/technology/play-unity-software-this-way-as-the-stock-surges-on-apple-vision-pro-partnership-16125613 |access-date=June 26, 2023 |website=RealMoney |language=en}}</ref>

===Services===
Apple offers a broad line of services, including advertising in the App Store and Apple News app, the AppleCare+ extended warranty plan, the [[Company:ICloud|iCloud]]+ cloud-based data storage service, payment services through the [[Chemistry:Apple Card|Apple Card]] credit card and the [[Software:Apple Pay|Apple Pay]] processing platform, digital content services including [[Software:Apple Books|Apple Books]], [[Software:Fitness (Apple)|Apple Fitness+]], [[Software:Apple Music|Apple Music]], [[Software:Apple News|Apple News]]+, Apple TV+, and the [[ITunes Store|iTunes Store]].

{{As of|2021|pre=the end of}}, services comprise about 19% of the company's revenue.<ref name="Apple-10-K-Report-2021"/> Many of the services have been launched {{as of|2019|lc=true}} when Apple announced it would be making a concerted effort to expand its service revenues.<ref name="AppleVideoRevenue2">{{Cite news |last=Pullen |first=John Patrick |date=March 24, 2019 |title=Apple's Two-Word Plan for the Future of the Internet: Subscribe Now |work={{wipe|Forbes}} |url=http://fortune.com/2019/03/24/watch-apple-event-live-stream-television-news-service |url-status=live |access-date=March 25, 2019 |archive-url=https://web.archive.org/web/20190325135825/http://fortune.com/2019/03/24/watch-apple-event-live-stream-television-news-service |archive-date=March 25, 2019}}</ref>
{{Clear}}

==Marketing==

===Branding===
[[File:Apple Computer Logo rainbow.svg|thumb|upright|The first official logo of Apple Inc. was used from 1977 to 1998.<ref name="logo">{{Cite web |title=Logo Evolution: How Top Brands Redesigned Logos and Boosted Conversion |url=https://www.vardot.com/blog/logo-evolution-how-top-brands-redesigned-emblems-and-boosted-conversion-721 |access-date=April 9, 2017 |website=Vardot}}</ref>]]
According to Steve Jobs, the company's name was inspired by his visit to an apple farm while on a fruitarian diet. Jobs thought the name "Apple" was "fun, spirited and not intimidating".<ref>{{Cite news |date=October 20, 2011 |title=Steve Jobs bio says Apple CEO abhorred 'corrupt' execs |publisher=CBC News |url=http://www.cbc.ca/news/world/story/2011/10/20/steve-jobs-bio.html |access-date=October 21, 2011}}</ref> Steve Jobs and Steve Wozniak were fans of the Beatles,<ref>{{Cite news |last=Moses |first=Asher |date=October 7, 2011 |title=Who was Steve Jobs the man? |work=The Age |location=Melbourne |url=http://www.theage.com.au/technology/technology-news/who-was-steve-jobs-the-man-20111007-1lcrx.html |access-date=October 7, 2011}}; {{Cite news |title=Tearful memories for Apple co-founder |work=The Age |location=Melbourne |url=http://media.theage.com.au/news/world-news/tearful-memories-for-apple-cofounder-2675550.html |url-status=dead |access-date=October 7, 2011 |archive-url=https://web.archive.org/web/20111008110802/http://media.theage.com.au/news/world-news/tearful-memories-for-apple-cofounder-2675550.html |archive-date=October 8, 2011}}</ref> but Apple Inc. had name and logo trademark issues with Apple Corps Ltd., a multimedia company started by the Beatles in 1968. This resulted in a series of lawsuits and tension between the two companies. These issues ended when they settled their lawsuit in 2007.<ref>{{Cite news |last=Flynn |first=Laurie J. |date=February 6, 2007 |title=After Long Dispute, Two Apples Work It Out |work={{wipe|The New York Times}} |url=https://www.nytimes.com/2007/02/06/business/06apple.html |url-status=live |url-access=subscription |access-date=October 21, 2016 |archive-url=https://web.archive.org/web/20070207021003/http://www.nytimes.com/2007/02/06/business/06apple.html |archive-date=February 7, 2007}}</ref>

Apple's first logo, designed by Ron Wayne, depicts Sir Isaac Newton sitting under an apple tree. It was almost immediately replaced by Rob Janoff's "rainbow Apple", the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it.<ref>{{Cite news |url=http://www.wired.com/2003/09/apple-doin-the-logo-motion/ |title=Wired News: Apple Doin' the Logo-Motion |date=September 26, 2003}}</ref> On August 27, 1999,<ref name="web.archive.org">{{Cite web |date=August 27, 1999 |title=Apple Computer |url=https://www.apple.com |archive-url=https://web.archive.org/web/19990827174523/http://www.apple.com |archive-date=August 27, 1999 |access-date=January 1, 2014}}</ref> Apple officially dropped the rainbow scheme and began to use monochromatic logos nearly identical in shape to the previous rainbow incarnation.<ref>{{Cite web |title=The Lost Apple Logos You've Never Seen |url=http://thebrainfever.com/apple/the-lost-apple-logos-you-ve-never-seen |publisher=thebrainfever}}</ref>

Apple evangelists were actively engaged by the company at one time, but this was after the phenomenon had already been firmly established. Apple evangelist Guy Kawasaki has called the brand fanaticism "something that was stumbled upon,"<ref>{{Cite web |last1=McConnell |first1=Ben |last2=Huba |first2=Jackie |title=The father of evangelism marketing |url=http://creatingcustomerevangelists.com/resources/evangelists/guy_kawasaki.asp |archive-url=https://web.archive.org/web/20030725064021/http://creatingcustomerevangelists.com/resources/evangelists/guy_kawasaki.asp |archive-date=July 25, 2003 |access-date=April 18, 2017 |website=Creating Customer Evangelists}}</ref> while Ive claimed in 2014 that "people have an incredibly personal relationship" with Apple's products.<ref name="Time" />

''Fortune'' magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012.<ref>{{Cite magazine |last=Fisher |first=Anne |date=March 17, 2008 |title=America's Most Admired Companies |url=https://money.cnn.com/galleries/2008/fortune/0802/gallery.mostadmired_top20.fortune/index.html |magazine=Fortune |publisher=CNN |volume=157 |issue=5 |pages=65–67}}; {{Cite magazine|last=Colvin |first=Geoff |title=The World's Most Admired Companies 2009 |magazine=Fortune |publisher=CNN |volume=159 |issue=5 |page=76 |date=March 16, 2009 |url=https://money.cnn.com/magazines/fortune/mostadmired/2009/full_list}}; {{Cite magazine|url=https://money.cnn.com/magazines/fortune/mostadmired/2010/snapshots/670.html |title=World's Most Admired Companies |magazine=Fortune |publisher=CNN |date=March 2010 |access-date=March 7, 2010 |archive-url=https://web.archive.org/web/20100307092117/https://money.cnn.com/magazines/fortune/mostadmired/2010/snapshots/670.html |archive-date=March 7, 2010 |url-status=live}}; {{Cite magazine|url= https://money.cnn.com/magazines/fortune/mostadmired/2011/snapshots/670.html |title=World's Most Admired Companies |magazine=Fortune |publisher=CNN |date=November 2011 |access-date=November 10, 2011}}; {{Cite magazine|title=The World's Most Admired Companies |magazine=Fortune |date=March 19, 2012 |volume=165 |issue=4 |pages=139–140 |url=https://money.cnn.com/magazines/fortune/most-admired/2012/snapshots/670.html?iid=splwinners}}</ref> On September 30, 2013, Apple surpassed [[Engineering:Coca-Cola|Coca-Cola]] to become the world's most valuable brand in the [[Company:Omnicom Group|Omnicom Group]]'s "Best Global Brands" report.<ref>{{Cite news |last=Elliot |first=Stuart |date=September 29, 2013 |title=Apple Passes Coca-Cola as Most Valuable Brand |work={{wipe|The New York Times}} |url=https://www.nytimes.com/2013/09/30/business/media/apple-passes-coca-cola-as-most-valuable-brand.html |url-access=limited |access-date=October 21, 2013 |archive-url=https://ghostarchive.org/archive/20220101/https://www.nytimes.com/2013/09/30/business/media/apple-passes-coca-cola-as-most-valuable-brand.html |archive-date=January 1, 2022}}{{cbignore}}</ref> Boston Consulting Group has ranked Apple as the world's most innovative brand every year {{as of|2005|lc=true}}.<ref>[https://www.forbes.com/sites/susanadams/2013/09/27/is-apple-the-worlds-most-innovative-company-still Is Apple The World's Most Innovative Company (Still)?], ''{{wipe|Forbes}}'', September 27, 2013.</ref>

{{As of|2021|January|post=,}} 1.65 billion Apple products were in active use.<ref>{{Cite news |date=January 27, 2021 |title=Apple sees revenue growth accelerating after setting record for iPhone sales, China strength |language=en |work=Reuters |url=https://www.reuters.com/article/us-apple-results-idUSKBN29W2TD |access-date=July 18, 2023}}</ref><ref>{{Cite news |title=Apple Now Has 1.65 Billion Active Devices Worldwide |language=en |url=https://www.macrumors.com/2021/01/27/apple-active-devices-worldwide-january-2021 |access-date=January 27, 2021}}</ref> In February 2023, that number exceeded 2 billion devices.<ref>{{Cite web |date=February 2, 2023 |title=Apple Now Has More Than Two Billion Active Devices Worldwide |url=https://www.macrumors.com/2023/02/02/apple-two-billion-active-devices/ |access-date=July 18, 2023 |website=MacRumors |language=en}}</ref><ref>{{Cite web |last=Shakir |first=Umar |date=February 2, 2023 |title=Apple surpasses 2 billion active devices |url=https://www.theverge.com/2023/2/2/23583501/apple-iphone-ipad-active-2-billion-devices-q1-2023 |access-date=July 18, 2023 |website=The Verge |language=en-US}}</ref>

===Advertising===
Apple's first slogan, "[[Byte]] into an Apple", was coined in the late 1970s.<ref>{{Cite web |date=December 10, 2007 |title=Apple Company |url=http://www.operating-system.org/betriebssystem/_english/fa-apple.htm |url-status=live |archive-url=https://web.archive.org/web/20080921095608/http://www.operating-system.org/betriebssystem/_english/fa-apple.htm |archive-date=September 21, 2008 |access-date=August 18, 2008 |website=Operating System Documentation Project}}</ref> From 1997 to 2002, the slogan "Think different" was used in advertising campaigns, and is still closely associated with Apple.<ref>{{Cite web |date=October 6, 2005 |title=Apple Think Different Campaign |url=http://www.theinspirationroom.com/daily/2005/apple-think-different |access-date=August 12, 2008 |website=The Inspiration Room Daily |archive-date=August 19, 2010 |archive-url=https://web.archive.org/web/20100819174102/http://theinspirationroom.com/daily/2005/apple-think-different/ |url-status=dead }}</ref> Apple also has slogans for specific product lines—for example, "iThink, therefore iMac" was used in 1998 to promote the iMac,<ref>{{Cite web |title=MacWorld New York: I think, therefore iMac |url=http://www.wap.org/tours/macworldny/ithink.html |access-date=August 13, 2008}}</ref> and "Say hello to iPhone" has been used in iPhone advertisements.<ref>{{Cite web |date=June 29, 2007 |title=Say hello to iPhone |url=http://billday.com/2007/06/29/say-hello-to-iphone |url-status=live |archive-url=https://web.archive.org/web/20080907003704/http://billday.com/2007/06/29/say-hello-to-iphone |archive-date=September 7, 2008 |access-date=August 13, 2008 |website=BillDay.com}}</ref> "Hello" was also used to introduce the original Macintosh, Newton, iMac ("hello (again)"), and iPod.<ref>{{Cite magazine |last=Manjoo |first=Farhad |date=January 11, 2002 |title=IMac: What's in a Design, Anyway? |url=https://www.wired.com/2002/01/imac-whats-in-a-design-anyway |url-status=live |magazine=Wired |archive-url=https://web.archive.org/web/20140304092046/http://www.wired.com/science/discoveries/news/2002/01/49652 |archive-date=March 4, 2014 |access-date=February 15, 2010}}</ref>

From the introduction of the Macintosh in 1984, with the 1984 Super Bowl advertisement to the more modern Get a Mac adverts, Apple has been recognized for its efforts toward effective advertising and marketing for its products. However, claims made by later campaigns were criticized,<ref>{{Cite web |last=Williams |first=Ian |date=June 13, 2007 |title=UK watchdog clears Apple ads |url=http://www.computing.co.uk/vnunet/news/2192019/asa-clears-apple-ads |archive-url=https://archive.today/20080110012153/http://www.computing.co.uk/vnunet/news/2192019/asa-clears-apple-ads |archive-date=January 10, 2008 |access-date=April 18, 2017 |website=Computing |publisher=Incisive Media Ltd}}</ref> particularly the 2005 Power Mac ads.<ref>{{Cite news |date=June 11, 2004 |title=Apple Power Mac ads 'misleading' |work=BBC News |url=http://news.bbc.co.uk/2/hi/technology/3797261.stm |access-date=April 18, 2017}}</ref> Apple's product advertisements gained significant attention as a result of their eye-popping graphics and catchy tunes.<ref name="Daily News">Farber, Jim. [http://www.nydailynews.com/entertainment/music/2008/03/11/2008-03-11_apple_ad_creates_recognition_for_yael_na.html Apple ad creates recognition for Yael Naim], ''New York Daily News'', March 11, 2008.</ref> Musicians who benefited from an improved profile as a result of their songs being included on Apple advertisements include Canadian singer Feist with the song "1234" and Yael Naïm with the song "New Soul".<ref name="Daily News" />

===Stores===
[[File:Apple store fifth avenue.jpg|thumb|Apple Fifth Avenue is the flagship store in {{wipe|New York City}}.]]
[[File:Apple Genius Bar Regentstreet London.jpg|thumb|Customers visit the Genius Bar at Apple's Regent Street store in 2006.]]
The first Apple Stores were originally opened as two locations in May 2001 by then-[[Company:CEO|CEO]] Steve Jobs,<ref name="First stores">{{Cite press release |title=Apple to Open 25 Retail Stores in 2001 |date=May 15, 2001 |publisher=Apple |url=https://www.apple.com/newsroom/2001/05/15Apple-to-Open-25-Retail-Stores-in-2001 |access-date=May 27, 2017}}</ref> after years of attempting but failing store-within-a-store concepts.<ref name="MacRumors stores">{{Cite web |title=Apple Stores |url=https://www.macrumors.com/roundup/apple-retail-stores |access-date=May 27, 2017 |website=MacRumors}}</ref> Seeing a need for improved retail presentation of the company's products, he began an effort in 1997 to revamp the retail program to get an improved relationship to consumers, and hired Ron Johnson in 2000.<ref name="MacRumors stores" /> Jobs relaunched Apple's online store in 1997,<ref>{{Cite web |last=Fiegerman |first=Seth |date=May 16, 2014 |title=The Slow Evolution of Apple's Online Store |url=http://mashable.com/2014/05/16/apple-online-store-history |access-date=May 27, 2017 |website=Mashable}}</ref> and opened the first two physical stores in 2001.<ref name="First stores" /> The media initially speculated that Apple would fail,<ref name="fortune-best-retailer">{{Cite web |last=Useem |first=Jerry |date=March 8, 2007 |title=Apple: America's best retailer |url=http://archive.fortune.com/magazines/fortune/fortune_archive/2007/03/19/8402321/index.htm |access-date=May 27, 2017 |website=Fortune}}</ref> but its stores were highly successful, bypassing the sales numbers of competing nearby stores and within three years reached US$1 billion in annual sales, becoming the fastest retailer in history to do so.<ref name="fortune-best-retailer" />

Over the years, Apple has expanded the number of retail locations and its geographical coverage, with 499 stores across 22 countries worldwide {{As of|2017|December|lc=y}}.<ref name=":1">{{Cite web |title=Store List |url=https://www.apple.com/retail/storelist |access-date=December 5, 2017 |website=Apple Retail |publisher=Apple Inc.}}</ref> Strong product sales have placed Apple among the top-tier retail stores, with sales over $16 billion globally in 2011.<ref name="retail army">{{Cite web |last=Segal |first=David |date=June 23, 2012 |title=Apple's Retail Army, Long on Loyalty but Short on Pay |url=https://www.nytimes.com/2012/06/24/business/apple-store-workers-loyal-but-short-on-pay.html |url-access=limited |archive-url=https://ghostarchive.org/archive/20220101/https://www.nytimes.com/2012/06/24/business/apple-store-workers-loyal-but-short-on-pay.html |archive-date=January 1, 2022 |access-date=May 27, 2017 |website={{wipe|The New York Times}}}}{{cbignore}}</ref> Apple Stores underwent a period of significant redesign, beginning in May 2016. This redesign included physical changes to the Apple Stores, such as open spaces and re-branded rooms, and changes in function to facilitate interaction between consumers and professionals.<ref>{{Cite web |last=Webb |first=Alex |date=May 19, 2016 |title=Inside the New Apple Retail Store Design |url=https://www.bloomberg.com/news/articles/2016-05-19/why-apple-is-building-a-town-inside-its-stores |url-access=subscription |access-date=April 26, 2017 |publisher=[[Company:Bloomberg L.P.|Bloomberg L.P.]]}}; {{Cite web |first=Nick |last=Statt |title=Apple just revealed the future of its retail stores |url= https://www.theverge.com/2016/5/19/11715726/apple-flagship-store-opening-san-francisco-photos |website=[[The Verge]] |date=May 19, 2016 |access-date=May 27, 2017}}</ref>

Many Apple Stores are located inside shopping malls, but Apple has built several stand-alone "flagship" stores in high-profile locations.<ref name="MacRumors stores" /> It has been granted design [[Social:Patent|patent]]s and received architectural awards for its stores' designs and construction, specifically for its use of glass staircases and cubes.<ref>{{Cite web |last=Panzarino |first=Matthew |date=April 19, 2012 |title=Apple out to patent curved glass panels used in Shanghai Retail Store |url=https://thenextweb.com/apple/2012/04/19/apple-out-to-patent-curved-glass-panels-used-in-shanghai-retail-store |access-date=May 27, 2017 |website=The Next Web}}</ref> The success of Apple Stores have had significant influence over other consumer electronics retailers, who have lost traffic, control and profits due to a perceived higher quality of service and products at Apple Stores.<ref>{{Cite news |first=Stephen D. |last=Simpson |title=How Apple's fortunes affect other stocks |url=https://www.theglobeandmail.com/globe-investor/investment-ideas/how-apples-fortunes-affect-other-stocks/article4596866 |website=The Globe and Mail |publisher=The Woodbridge Company |date=October 8, 2012 |access-date=May 27, 2017}}; {{Cite web |last=Crothers |first=Brooke |date=March 29, 2012 |title=Is Best Buy following CompUSA, Circuit City to certain doom? |url=https://www.cnet.com/news/is-best-buy-following-compusa-circuit-city-to-certain-doom |access-date=May 27, 2017 |website=CNET}}</ref> Due to the popularity of the brand, Apple receives a large number of job applications, many of which come from young workers.<ref name="retail army" /> Although Apple Store employees receive above-average pay, are offered money toward education and health care, and receive product discounts,<ref name="retail army" /> there are limited or no paths of career advancement.<ref name="retail army" />

===Market power===
On March 16, 2020, France fined Apple €1.1 billion for colluding with two wholesalers to stifle competition and keep prices high by handicapping independent resellers. The arrangement created aligned prices for Apple products such as iPads and personal computers for about half the French retail market. According to the French regulators, the abuses occurred between 2005 and 2017 but were first discovered after a complaint by an independent reseller, eBizcuss, in 2012.<ref>{{Cite news |last=Abboud |first=Leila |date=March 16, 2020 |title=France hits Apple with €1.1bn antitrust fine |work=[[Social:Financial Times|Financial Times]] |url=https://www.ft.com/content/e9bb4da1-867a-40ba-abc0-4a63d3421e31 |url-status=live |url-access=subscription |access-date=March 16, 2020 |archive-url=https://ghostarchive.org/archive/20221210/https://www.ft.com/content/e9bb4da1-867a-40ba-abc0-4a63d3421e31 |archive-date=December 10, 2022}}</ref>

On August 13, 2020, [[Company:Epic Games|Epic Games]], the maker of the popular game ''[[Software:Fortnite|Fortnite]]'', sued both Apple and [[Company:Google|Google]] after ''Fortnite'' was removed from Apple's and Google's App stores. The lawsuits came after Apple and Google blocked the game after it introduced a direct payment system that bypassed the fees that Apple and Google had imposed.<ref>{{Cite news |last1=Nicas |first1=Jack |last2=Browning |first2=Kellen |last3=Griffith |first3=Erin |date=August 13, 2020 |title=Fortnite Creator Sues Apple and Google After Ban From App Stores |work=The New York Times |url=https://www.nytimes.com/2020/08/13/technology/apple-fortnite-ban.html |url-status=live |url-access=subscription |access-date=August 13, 2020 |archive-url=https://web.archive.org/web/20200813200127/https://www.nytimes.com/2020/08/13/technology/apple-fortnite-ban.html |archive-date=August 13, 2020}}</ref> In September 2020, Epic Games founded the Coalition for App Fairness together with thirteen other companies, which aims for better conditions for the inclusion of apps in the app stores.<ref>{{Cite web |last=Amadeo |first=Ron |date=September 24, 2020 |title=Epic, Spotify, and others take on Apple with "Coalition for App Fairness" |url=https://arstechnica.com/gadgets/2020/09/epic-spotify-and-others-take-on-apple-with-coalition-for-app-fairness |access-date=September 26, 2020 |website=Ars Technica |language=en-us}}</ref> Later, in December 2020, [[Company:Meta Platforms|Facebook]] agreed to assist Epic in their legal game against Apple, planning to support the company by providing materials and documents to Epic. Facebook had, however, stated that the company would not participate directly with the lawsuit, although did commit to helping with the discovery of evidence relating to the trial of 2021. In the months prior to their agreement, Facebook had been dealing with feuds against Apple relating to the prices of paid apps and privacy rule changes.<ref>{{Cite news |last=Horwitz |first=Patience Haggin and Jeff |date=August 26, 2020 |title=Facebook Says Apple's New iPhone Update Will Disrupt Online Advertising |language=en-US |work={{wipe|The Wall Street Journal}} |url=https://www.wsj.com/articles/facebook-says-apples-new-iphone-update-will-disrupt-online-advertising-11598458715 |access-date=December 25, 2020 |issn=0099-9660}}</ref> Head of ad products for Facebook Dan Levy commented, saying that "this is not really about privacy for them, this is about an attack on personalized ads and the consequences it's going to have on small-business owners," commenting on the full-page ads placed by Facebook in various newspapers in December 2020.<ref>{{Cite news |date=December 17, 2020 |title=How Convincing is Facebook's Case Against Apple? |language=en |work=Bloomberg.com |url=https://www.bloomberg.com/news/newsletters/2020-12-17/how-convincing-is-facebook-s-case-against-apple |access-date=December 25, 2020}}; {{Cite news |last=Horwitz |first=Sarah E. Needleman and Jeff |date=December 16, 2020 |title=Facebook Wades Into 'Fortnite' Maker's Dispute With Apple |language=en-US |work={{wipe|The Wall Street Journal}} |url=https://www.wsj.com/articles/facebook-looks-for-allies-in-privacy-battle-with-apple-11608138311 |access-date=December 25, 2020 |issn=0099-9660}}</ref>

===Privacy===
[[File:Prism-slide-8.jpg|thumb|PRISM is a clandestine surveillance program under which the NSA collects user data from companies like Facebook and Apple.<ref>{{Cite news |last=Tsotsis |first=Alexia |date=June 18, 2013 |title=Why Was Apple Late To The PRISM Party? |work=TechCrunch |url=https://techcrunch.com/2013/06/17/apple-nsa/ | access-date=January 17, 2024}}</ref>]]
Apple has publicly taken a pro-privacy stance, actively making privacy-conscious features and settings part of its conferences, promotional campaigns, and public image.<ref>{{Cite web |last=Vincent |first=James |date=June 13, 2016 |title=Apple promises to deliver AI smarts without sacrificing your privacy |url=https://www.theverge.com/2016/6/13/11924080/apple-ai-on-device-privacy-wwdc-2016 |access-date=December 9, 2017 |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]]}}; {{Cite web |last=Heisler |first=Yoni |date=May 22, 2017 |title=Apple is expertly trolling Android users with its new iPhone ads |url=http://bgr.com/2017/05/22/iphone-vs-android-switchers-ad-campaign |access-date=December 9, 2017 |website=BGR}}; {{Cite journal |last=Greenberg |first=Andy |date=June 8, 2015 |title=Apple's latest selling point: how little it knows about you |url=https://www.wired.com/2015/06/apples-latest-selling-point-little-knows |journal=Wired |access-date=December 9, 2017}}</ref> With its [[Software:IOS 8|iOS 8]] mobile operating system in 2014, the company started encrypting all contents of iOS devices through users' passcodes, making it impossible at the time for the company to provide customer data to law enforcement requests seeking such information.<ref>{{Cite web |last=Farivar |first=Cyrus |date=September 18, 2014 |title=Apple expands data encryption under iOS 8, making handover to cops moot |url=https://arstechnica.com/gadgets/2014/09/apple-expands-data-encryption-under-ios-8-making-handover-to-cops-moot |access-date=December 9, 2017 |website=[[Ars Technica]]}}</ref> With the popularity rise of cloud storage solutions, Apple began a technique in 2016 to do [[Deep learning|deep learning]] scans for facial data in photos on the user's local device and encrypting the content before uploading it to Apple's [[Company:ICloud|iCloud]] storage system.<ref>{{Cite web |last=Hall |first=Zac |date=November 16, 2017 |title=Apple details how it performs on-device facial detection in latest machine learning journal entry |url=https://9to5mac.com/2017/11/16/apple-machine-learning-journal-facial-detection |access-date=December 9, 2017 |website=9to5Mac}}</ref> It also introduced "differential privacy", a way to collect crowdsourced data from many users, while keeping individual users anonymous, in a system that ''Wired'' described as "trying to learn as much as possible about a group while learning as little as possible about any individual in it".<ref>{{Cite journal |last=Greenberg |first=Andy |date=June 13, 2016 |title=Apple's 'differential privacy' is about collecting your data – but not ''your'' data |url=https://www.wired.com/2016/06/apples-differential-privacy-collecting-data |journal=Wired |access-date=December 9, 2017}}</ref> Users are explicitly asked if they want to participate, and can actively opt-in or opt-out.<ref>{{Cite web |last=Rossignol |first=Joe |date=December 6, 2017 |title=Here's How Apple Improves the iOS and Mac User Experience While Protecting Your Privacy |url=https://www.macrumors.com/2017/12/06/apple-differential-privacy-journal |access-date=December 9, 2017 |website=MacRumors}}</ref>

However, Apple has aided law enforcement in criminal investigations by providing iCloud backups of users' devices,<ref>{{cite news |last1=Menn |first1=Joseph |date=January 21, 2020 |title=Exclusive: Apple dropped plan for encrypting backups after FBI complained – sources |language=en |work=Reuters |url=https://www.reuters.com/article/us-apple-fbi-icloud-exclusive-idUSKBN1ZK1CT |access-date=April 15, 2020 |ref=iCloudBackupsArePlainText}}; {{Cite web |last=Pagliery |first=Jose |date=February 22, 2016 |title=Apple promises privacy – but not on iCloud |url=https://money.cnn.com/2016/02/22/technology/apple-privacy-icloud/index.html |access-date=December 13, 2017 |website=CNN}}; {{Cite web |last=Cunningham |first=Andrew |date=February 24, 2016 |title=The case for using iTunes, not iCloud, to back up your iPhone |url=https://arstechnica.com/gadgets/2016/02/the-case-for-using-itunes-not-icloud-to-back-up-your-iphone |access-date=December 13, 2017 |website=[[Ars Technica]]}}</ref> and the company's commitment to privacy has been questioned by its efforts to promote [[Biometrics|biometric authentication]] technology in its newer [[Engineering:IPhone|iPhone]] models, which do not have the same level of constitutional privacy as a passcode in the United States.<ref>{{Cite web |last=Robertson |first=Adi |date=September 12, 2017 |title=Why Face ID won't give you the legal protection of a passcode |url=https://www.theverge.com/2017/9/12/16298192/apple-iphone-face-id-legal-security-fifth-amendment |access-date=December 13, 2017 |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]]}}</ref>

With Apple's release of an update to [[Software:IOS 14|iOS 14]], Apple required all developers of iPhone, iPad, and iPod Touch applications to directly ask iPhone users permission to track them. The feature, called "App Tracking Transparency", received heavy criticism from Facebook, whose primary business model revolves around the tracking of users' data and sharing such data with advertisers so users can see more relevant ads, a technique commonly known as [[Finance:Targeted advertising|targeted advertising]]. After Facebook's measures, including purchasing full-page newspaper advertisements protesting App Tracking Transparency, Apple released the update in early 2021. A study by [[Company:Verizon Communications|Verizon]] subsidiary Flurry Analytics reported only 4% of iOS users in the United States and 12% worldwide have opted into tracking.<ref>{{Cite web |last=Aten |first=Jason |date=May 12, 2021 |title=Apple's App Tracking Transparency Update Is Turning Out to Be the Worst-Case Scenario for Facebook |url=https://www.inc.com/jason-aten/apples-privacy-update-is-turning-out-to-be-worst-case-scenario-for-facebook.html |access-date=May 12, 2021 |website=Inc.com |language=en}}; {{Cite web |title=New data shows how devastating Apple's new anti-tracking feature is for Facebook |url=https://www.msn.com/en-us/news/technology/new-data-shows-how-devastating-apple-e2-80-99s-new-anti-tracking-feature-is-for-facebook/ar-BB1gCVJc?ocid=BingNewsSearch |access-date=May 12, 2021 |website=www.msn.com}}; {{Cite web |date=May 8, 2021 |title=Just 4% of U.S. iPhone Users Let Apps Track Them With New iOS Update |url=https://gizmodo.com/too-bad-zuck-just-4-of-u-s-iphone-users-let-apps-tra-1846851013 |access-date=May 12, 2021 |website=Gizmodo |language=en-us}}; {{Cite web |last=Datti |first=Sharmishte |date=May 12, 2021 |title=Apple's App Tracking Transparency Becomes Facebook's Nightmare: Only 4% Allow Tracking |url=https://www.gizbot.com/mobile/news/apple-app-tracking-transparency-becomes-facebook-nightmare-only-4-percent-allow-tracking-074217.html |access-date=May 12, 2021 |website=www.gizbot.com |language=en}}</ref>

Prior to the release of [[Software:IOS 15|iOS 15]], Apple announced new efforts at combating child sexual abuse material on iOS and Mac platforms. Parents of minor [[IMessage|iMessage]] users can now be alerted if their child sends or receives nude photographs. Additionally, on-device [[Hash function|hashing]] would take place on media destined for upload to iCloud, and hashes would be compared to a list of known abusive images provided by law enforcement; if enough matches were found, Apple would be alerted and authorities informed. The new features received praise from law enforcement and victims rights advocates, however privacy advocates, including the [[Organization:Electronic Frontier Foundation|Electronic Frontier Foundation]], condemned the new features as invasive and highly prone to abuse by authoritarian governments.<ref>{{Cite web |date=August 5, 2021 |title=Apple to scan U.S. iPhones for images of child sexual abuse |url=https://apnews.com/article/technology-business-child-abuse-apple-inc-7fe2a09427d663cda8addfeeffc40196 |access-date=August 6, 2021 |website=AP NEWS |language=en}}; {{Cite news |last=Portnoy |first=India McKinney and Erica |date=August 5, 2021 |title=Apple's Plan to "Think Different" About Encryption Opens a Backdoor to Your Private Life |url=https://www.eff.org/deeplinks/2021/08/apples-plan-think-different-about-encryption-opens-backdoor-your-private-life |access-date=August 6, 2021 |website=Electronic Frontier Foundation |language=en}}</ref>

Ireland's Data Protection Commission launched a privacy investigation to examine whether Apple complied with the EU's GDPR law following an investigation into how the company processes personal data with targeted ads on its platform.<ref>{{Cite news |date=July 3, 2019 |title=Irish Regulator Opens Third Privacy Probe Into Apple |publisher=Gadgets360 |url=https://gadgets.ndtv.com/apps/news/apple-ireland-data-protection-commissioner-privacy-investigation-2063517}}; {{Cite news |date=July 2, 2019 |title=Data Protection Commission opens privacy investigation into Apple |publisher=RTE |url=https://www.rte.ie/news/ireland/2019/0702/1059764-apple-privacy}}</ref>

In December 2019, a report found that the iPhone 11 Pro continues tracking location and collecting user data even after users have disabled location services. In response, an Apple engineer said the Location Services icon "appears for system services that do not have a switch in settings".<ref>{{Cite web |date=December 4, 2019 |title=Apple Seems to Be Tracking iPhone 11 When Location Services Are Disabled, Report Finds |url=https://gizmodo.com/apple-seems-to-be-tracking-iphone-11-when-location-serv-1840204086 |access-date=December 5, 2019 |website=Gizmodo |language=en-us}}</ref>

According to published reports by {{wipe|Bloomberg News}} on March 30, 2022, Apple turned over data such as phone numbers, physical addresses, and IP addresses to hackers posing as law enforcement officials using forged documents. The law enforcement requests sometimes included forged signatures of real or fictional officials. When asked about the allegations, an Apple representative referred the reporter to a section of the company policy for law enforcement guidelines, which stated, "We review every data request for legal sufficiency and use advanced systems and processes to validate law enforcement requests and detect abuse."<ref>{{Cite news |last=Turton |first=William |date=March 30, 2022 |title=Apple and Meta Gave User Data to Hackers Who Used Forged Legal Requests |work=[[Software:Yahoo! Finance|Yahoo! Finance]] |url=https://ca.finance.yahoo.com/news/apple-meta-gave-user-data-175918825.html |access-date=March 30, 2022}}</ref>

==Corporate affairs==

===Business trends===
The key trends for Apple are, as of each financial year ending September 24:<ref name=":2">{{Cite web |title=Investor Relations - Apple |url=https://investor.apple.com/investor-relations/default.aspx |access-date=November 13, 2023 |website=investor.apple.com}}</ref><ref name=":3">{{Cite web |title=SEC Filings - Apple |url=https://investor.apple.com/sec-filings/default.aspx |access-date=November 13, 2023 |website=investor.apple.com}}</ref>
{| class="wikitable" style="text-align:center;"
!
!2011
!2012
!2013
!2014
!2015
!2016
!2017
!2018
!2019
!2020
!2021
!2022
!2023
|-
! colspan="14" |Revenue figures
|-
| style="text-align:left;" |Total revenue{{Efn|"Net sales"}} (US$ b)
|108
|156
|170
|182
|233
|215
|229
|265
|260
|274
|365
|394
|383
|-
| style="text-align:left;" | - iPhone revenue (US$ b)
|45.9
|78.6
|91.2
|101
|155
|136
|139
|164
|142
|137
|191
|205
|200
|-
| style="text-align:left;" | - Mac revenue (US$ b) 
|21.7
|23.2
|21.4
|24.0
|25.4
|22.8
|25.5
|25.1
|25.7
|28.6
|35.1
|40.1
|29.3
|-
| style="text-align:left;" |- iPad revenue (US$ b) 
|19.1
|30.9
|31.9
|30.2
|23.2
|20.6
|18.8
|18.3
|21.2
|23.7
|31.8
|29.2
|28.3
|-
| style="text-align:left;" | - Wearables, Home, and <br>Accessories revenue (US$ b) 
|11.9
|10.7
|10.1
|8.3
|10.0
|11.1
|12.8
|17.3
|24.4
|30.6
|38.3
|41.2
|39.8
|-
| style="text-align:left;" | - Services revenue (US$ b) 
|9.3
|12.8
|16.0
|18.0
|19.9
|24.3
|32.7
|39.7
|46.2
|53.7
|68.4
|78.1
|85.2
|-
! colspan="14" |Non-revenue figures
|-
| style="text-align:left;" |Net profit{{Efn|"Net income"}} (US$ b)
|25.9
|41.7
|37.0
|39.5
|53.3
|45.6
|48.3
|59.3
|55.2
|57.4
|94.6
|99.8
|96.9
|-
| style="text-align:left;" |Number of employees (k, [[Physics:Full-time equivalent|FTE]])
|60.4
|72.8
|80.3
|92.6
|110
|116
|123
|132
|137
|147
|154
|164
|161
|-
| style="text-align:left;" |References
|<ref>{{Cite web |title=2011 10-K |url=https://d18rn0p25nwr6d.cloudfront.net/CIK-0000320193/64c7905f-0468-48d9-8f25-e6ec8f3b5e32.pdf |access-date=November 13, 2023 |website=Apple}}</ref>
|<ref>{{Cite web |title=2012 10-K |url=https://d1lge852tjjqow.cloudfront.net/CIK-0000320193/da2b9499-7462-4333-bc37-75212f65699e.pdf |access-date=November 13, 2023 |website=Apple}}</ref>
|<ref>{{Cite web |title=2013 10-K |url=https://d1lge852tjjqow.cloudfront.net/CIK-0000320193/e3115d1d-4246-45ae-94f2-f8e3762d8e3e.pdf |access-date=November 13, 2023 |website=Apple}}</ref>
|<ref>{{Cite web |title=2014 10-K |url=https://d1lge852tjjqow.cloudfront.net/CIK-0000320193/61236a14-a4e7-4bb2-8130-ddc2c66c9678.pdf |access-date=November 13, 2023 |website=Apple}}</ref>
|<ref>{{Cite web |title=2015 10-K |url=https://d1lge852tjjqow.cloudfront.net/CIK-0000320193/fae19475-b538-441b-ab15-0a311f161ebb.pdf |access-date=November 13, 2023 |website=Apple}}</ref>
|<ref>{{Cite web |title=2016 10-K |url=https://d18rn0p25nwr6d.cloudfront.net/CIK-0000320193/ffb58afc-aa5d-4b55-8d12-8e0937575a35.pdf |access-date=November 13, 2023 |website=Apple}}</ref>
|<ref>{{Cite web |title=2017 10-K |url=https://d18rn0p25nwr6d.cloudfront.net/CIK-0000320193/ca6735cd-5ab7-4bb9-abf8-564739c3506b.pdf |access-date=November 13, 2023 |website=Apple}}</ref>
|<ref>{{Cite web |title=2018 10-K |url=https://d18rn0p25nwr6d.cloudfront.net/CIK-0000320193/68027c6d-356d-46a4-a524-65d8ec05a1da.pdf |access-date=November 13, 2023 |website=Apple}}</ref>
|<ref>{{Cite web |title=2019 10-K |url=https://s2.q4cdn.com/470004039/files/doc_financials/2019/ar/_10-K-2019-(As-Filed).pdf |access-date=November 13, 2023 |website=Apple}}</ref>
|<ref>{{Cite web |title=2020 10-K |url=https://s2.q4cdn.com/470004039/files/doc_financials/2020/ar/_10-K-2020-(As-Filed).pdf |access-date=November 13, 2023 |website=Apple}}</ref>
|<ref>{{Cite web |title=2021 10-K |url=https://s2.q4cdn.com/470004039/files/doc_financials/2021/q4/_10-K-2021-(As-Filed).pdf |access-date=November 13, 2023 |website=Apple}}</ref>
|<ref>{{Cite web |title=2022 10-K |url=https://s2.q4cdn.com/470004039/files/doc_financials/2022/q4/_10-K-2022-(As-Filed).pdf |access-date=November 13, 2023 |website=Apple}}</ref>
|<ref>{{Cite web |title=2023 10-K |url=https://d18rn0p25nwr6d.cloudfront.net/CIK-0000320193/faab4555-c69b-438a-aaf7-e09305f87ca3.pdf |access-date=November 13, 2023 |website=Apple}}</ref>
|}

===Leadership===
====Senior management====
{{As of|2021|3|16|df=US}}, the management of Apple Inc. includes:<ref name="aaplLeadership">{{Cite web |title=Apple Leadership |url=https://www.apple.com/leadership |access-date=March 29, 2019 |publisher=Apple Inc. }}</ref><!-- By title then alphabetically by last name -->
* Tim Cook ([[Social:Chief executive officer|chief executive officer]])
* Jeff Williams ([[Social:Chief operating officer|chief operating officer]])
* Luca Maestri (senior vice president and [[Social:Chief financial officer|chief financial officer]])
* Katherine L. Adams (senior vice president and general counsel)
* Eddy Cue (senior vice president – Internet Software and Services)
* [[Biography:Craig Federighi|Craig Federighi]] (senior vice president – Software Engineering)
* John Giannandrea (senior vice president – Machine Learning and AI Strategy)
* Deirdre O'Brien (senior vice president – Retail + People)
* John Ternus (senior vice president – Hardware Engineering)
* Greg Josiwak (senior vice president – Worldwide Marketing)
* Johny Srouji (senior vice president – Hardware Technologies)
* Sabih Khan (senior vice president – Operations)

====Board of directors====
{{As of|2023|1|20|df=US}}, the [[Organization:Board of directors|board of directors]] of Apple Inc. includes:<ref name="aaplLeadership" /><!-- Chairman, CEO, then alphabetically by last name -->
* Arthur D. Levinson (chairman)
* Tim Cook (executive director and CEO)
* James A. Bell
* [[Biography:Al Gore|Al Gore]]
* Alex Gorsky
* Andrea Jung
* Monica Lozano
* Ronald Sugar
* Susan Wagner

====Previous CEOs====
# Michael Scott (1977–1981)
# Mike Markkula (1981–1983)
# John Sculley (1983–1993)
# Michael Spindler (1993–1996)
# Gil Amelio (1996–1997)
# [[Biography:Steve Jobs|Steve Jobs]] (1997–2011)

===Corporate culture===
[[File:Steve Wozniak and Andy Hertzfeld 1985.jpg|thumb|Co-founder Steve Wozniak and Macintosh engineer Andy Hertzfeld attended the Apple User Group Connection club in 1985.]]
[[File:Colleges with the most alumni at Apple.png|upright=1.25|thumb|right|These universities produced the most alumni who became Apple employees.]]
Apple is one of several highly successful companies founded in the 1970s that bucked the traditional notions of corporate culture. Jobs often walked around the office barefoot even after Apple became a {{wipe|Fortune 500}} company. By the time of the [[1984 (advertisement)|"1984"]] television advertisement, Apple's informal culture had become a key trait that differentiated it from its competitors.<ref>{{Cite web |last=Deutschman |first=Alan |date=October 11, 2000 |title=The once and future Steve Jobs |url=http://www.salon.com/technology/books/2000/10/11/jobs_excerpt |url-status=live |archive-url=https://web.archive.org/web/20101202183854/http://www.salon.com/technology/books/2000/10/11/jobs_excerpt |archive-date=December 2, 2010 |access-date=November 22, 2010 |website=Salon.com}}</ref> According to a 2011 report in ''Fortune'', this has resulted in a corporate culture more akin to a startup rather than a multinational corporation.<ref name="Fortune1">{{Cite news |last=Lashinsky |first=Adam |date=August 25, 2011 |title=How Apple works: inside the world's largest startup |work=Fortune |publisher=CNN |url=http://tech.fortune.cnn.com/2011/08/25/how-apple-works-inside-the-worlds-biggest-startup |url-status=dead |access-date=November 14, 2011 |archive-url=https://web.archive.org/web/20111113121932/http://tech.fortune.cnn.com/2011/08/25/how-apple-works-inside-the-worlds-biggest-startup |archive-date=November 13, 2011}}</ref> In a 2017 interview, Wozniak credited watching ''Star Trek'' and attending ''Star Trek'' conventions in his youth as inspiration for co-founding Apple.<ref>[https://www.huffingtonpost.com/entry/interview-steve-wozniak-on-sci-fi-comic-books-and_us_58f7e86de4b081380af51897 Huffingtonpost Interview: Steve Wozniak on Sci-Fi, Comic Books, and How Star Trek Shaped the Future]. April 19, 2017.</ref>

As the company has grown and been led by a series of differently opinionated chief executives, it has arguably lost some of its original character. Nonetheless, it has maintained a reputation for fostering individuality and excellence that reliably attracts talented workers, particularly after Jobs returned. Numerous Apple employees have stated that projects without Jobs's involvement often took longer than others.<ref name="cultofmacwork">{{Cite web |last=Brownlee |first=John |date=July 7, 2010 |title=What It's Like To Work At Apple |url=http://www.cultofmac.com/what-its-like-to-work-at-apple |website=Cult of Mac}}</ref>

The Apple [[Social:Fellow#Industry and corporate fellows|Fellows]] program awards employees for extraordinary technical or leadership contributions to personal computing. Recipients include Bill Atkinson,<ref name="hertzfeld">Hertzfeld, Andy. [http://www.folklore.org/StoryView.py?project=Macintosh&story=Credit_Where_Due.txt Credit Where Due], ''Folklore.org'', January 1983. Retrieved May 26, 2006.</ref> Steve Capps,<ref>{{Cite news |title=Newton Hall of Fame! |url=https://msu.edu/~luckie/hallofame.htm |newspaper=Technology at Msu|date=August 7, 2015 }}</ref> [[Biography:Rod Holt|Rod Holt]],<ref name="hertzfeld" /> [[Biography:Alan Kay|Alan Kay]],<ref name="yoyow">Eisenhart, Mary. [http://www.yoyow.com/marye/mtstories/kawasaki.html Fighting Back For Mac], ''MicroTimes'', 1997. Retrieved May 26, 2006.</ref><ref>Hertzfeld, Andy. [http://www.folklore.org/StoryView.py?project=Macintosh&story=Leave_Of_Absence.txt Leave of Absence], ''Folklore.org'', March 1984. Retrieved May 26, 2006.</ref> Guy Kawasaki,<ref name="yoyow" /><ref>Kawakami, John. [http://www.mactech.com/articles/mactech/Vol.11/11.09/Sep95Newsbits/index.html Apple Taps Guy Kawasaki For Apple Fellows Program], ''MacTech'', September 1995. Retrieved May 26, 2006.</ref> Al Alcorn,<ref>{{Cite news |last=Montfort |first=Nick |title=Wired 4.10: Spawn of Atari |url=https://www.wired.com/wired/archive/4.10/atari.html}}</ref> [[Biography:Don Norman|Don Norman]],<ref name="yoyow" /> Rich Page,<ref name="hertzfeld" /> [[Biography:Steve Wozniak|Steve Wozniak]],<ref name="hertzfeld" /> and Phil Schiller.<ref>{{Cite web |title=Phil Schiller advances to Apple Fellow |url=https://www.apple.com/newsroom/2020/08/phil-schiller-advances-to-apple-fellow |access-date=August 9, 2020 |website=Apple Newsroom |language=en-US}}</ref>

At Apple, employees are intended to be specialists who are not exposed to functions outside their area of expertise.{{Update inline|date=November 2022}} Jobs saw this as a means of having "best-in-class" employees in every role. For instance, Ron Johnson—Senior Vice President of Retail Operations until November 1, 2011—was responsible for site selection, in-store service, and store layout, yet had no control of the inventory in his stores. This was done by Tim Cook, who had a background in supply-chain management.<ref name="autogenerated1">{{Cite news |last=Lashinsky |first=Adam |title=How Apple works: Inside the world's biggest startup – Fortune Tech |publisher=Tech.fortune.cnn.com |url=http://tech.fortune.cnn.com/2011/08/25/how-apple-works-inside-the-worlds-biggest-startup |url-status=dead |access-date=December 24, 2011 |archive-url=https://web.archive.org/web/20120102064844/http://tech.fortune.cnn.com/2011/08/25/how-apple-works-inside-the-worlds-biggest-startup |archive-date=January 2, 2012}}</ref> Apple is known for strictly enforcing accountability. Each project has a "directly responsible individual" or "DRI" in Apple jargon.<ref name="Fortune1" /><ref>{{Cite book |last1=Lichty |first1=Ron |title=Managing the Unmanageable: Rules, Tools, and Insights for Managing Software |last2=Mantle |first2=Mickey |page=207}}</ref> As an example, when iOS senior vice president Scott Forstall refused to sign Apple's official apology for numerous errors in the redesigned [[Software:Apple Maps|Maps app]], he was forced to resign.<ref>{{Cite news |last=Lashinsky |first=Adam |date=October 29, 2012 |title=Inside Apple's major shakeup |work=Fortune |url=http://tech.fortune.cnn.com/2012/10/29/inside-apples-major-shakeup |access-date=December 10, 2012}}</ref> Unlike other major U.S. companies, Apple provides a relatively simple compensation policy for executives that does not include perks enjoyed by other CEOs like country club fees or private use of company aircraft. The company typically grants stock options to executives every other year.<ref>{{Cite web |date=December 27, 2012 |title=Apple CEO gets modest 2012 pay after huge 2011 |url=http://www.ctvnews.ca/sci-tech/apple-ceo-gets-modest-2012-pay-after-huge-2011-1.1092906}}</ref>

In 2015, Apple had 110,000&nbsp;full-time employees. This increased to 116,000&nbsp;full-time employees the next year, a notable hiring decrease, largely due to its first revenue decline. Apple does not specify how many of its employees work in retail, though its 2014 SEC filing put the number at approximately half of its employee base.<ref>{{Cite web |last=Leswing |first=Kif |date=October 27, 2016 |title=Apple added only 6,000 people last year – its slowest growth since 2009 |url=http://nordic.businessinsider.com/apple-hired-only-6000-people-fin-fy-2016-2016-10 |access-date=May 29, 2017 |website=Business Insider}}</ref> In September 2017, Apple announced that it had over 123,000 full-time employees.<ref>{{Cite news |date=November 3, 2017 |title=BRIEF-Apple says had 123,000 full-time employees as of Sept. 30 |work={{wipe|Reuters}} |url=https://www.reuters.com/article/brief-apple-says-had-123000-full-time-em/brief-apple-says-had-123000-full-time-employees-as-of-sept-30-idUSFWN1N914R |access-date=November 9, 2017}}</ref>

Apple has a strong culture of corporate secrecy, and has an anti-[[Social:News leak|leak]] Global Security team that recruits from the [[Organization:National Security Agency|National Security Agency]], the Federal Bureau of Investigation, and the United States Secret Service.<ref>{{Cite web |last=Turton |first=William |date=June 20, 2017 |title=Leaked recording: Inside Apple's global war on leakers |url=https://theoutline.com/post/1766/leaked-recording-inside-apple-s-global-war-on-leakers |access-date=June 20, 2017 |website=The Outline}}; {{Cite web |first=Dani |last=Deahl |title=Internal Apple presentation on how to handle leaks gets leaked |url=https://www.theverge.com/2017/6/20/15837522/apple-internal-presentation-leaks |website=[[The Verge]] |date=June 20, 2017 |access-date=June 20, 2017}}; {{Cite web |first=Benjamin |last=Mayo |title=Report details Apple's efforts to increase product secrecy, more leaks from Apple campus than supply chain in 2016 |url=https://9to5mac.com/2017/06/20/apple-product-secrecy-leaks-leaked-meeting |website=9to5Mac |date=June 20, 2017 |access-date=June 20, 2017}}</ref>

In December 2017, [[Organization:Glassdoor|Glassdoor]] said Apple was the 48th best place to work, having originally entered at rank 19 in 2009, peaking at rank 10 in 2012, and falling down the ranks in subsequent years.<ref>{{Cite web |last=Lovejoy |first=Ben |date=December 6, 2017 |title=Facebook named Glassdoor's 'best place to work' as Apple falls 48 places to No. 84 |url=https://9to5mac.com/2017/12/06/apple-glassdoor-rating-2017-2018 |access-date=December 14, 2017 |website=9to5Mac}}; {{Cite web |first=Joe |last=Rossignol |title=Apple Plummets to Lowest Ranking Ever in Glassdoor's Annual List of Best Places to Work |url=https://www.macrumors.com/2017/12/06/apple-drops-on-best-of-glassdoor |website=MacRumors |date=December 6, 2017 |access-date=December 14, 2017}}</ref>

In 2023, ''Bloomberg''{{'s}} Mark Gurman revealed the existence of Apple's Exploratory Design Group (XDG), which was working to add glucose monitoring to the Apple Watch. Gurman compared XDG to Alphabet's X "moonshot factory".<ref>{{Cite news |last=Gurman |first=Mark |date=February 26, 2023 |title=Apple's Secret 'XDG' Team Is Working on More Than Just a Glucose Monitor |language=en |work=Bloomberg.com |url=https://www.bloomberg.com/news/newsletters/2023-02-26/apple-aapl-exploratory-design-group-xdg-no-prick-glucose-tracker |access-date=February 28, 2023}}</ref>

===Offices===
[[File:Apple park cupertino 2019.jpg|thumb|Apple Park is the main headquarters in Cupertino.]]
Apple Inc.'s world corporate headquarters are located in Cupertino, in the middle of California's Silicon Valley, at Apple Park, a massive circular groundscraper building with a [[Circumference|circumference]] of {{Convert|1|mi|abbr=out|sp=us|spell=in}}. The building opened in April 2017 and houses more than 12,000 employees. Apple co-founder [[Biography:Steve Jobs|Steve Jobs]] wanted Apple Park to look less like a [[Finance:Business park|business park]] and more like a nature refuge, and personally appeared before the Cupertino City Council in June 2011 to make the proposal, in his final public appearance before his death.
[[File:Apple Headquarters in Cupertino.jpg|thumb|The original Apple Campus has the street address 1 Infinite Loop, Sunnyvale, California.]]
Apple also operates from the Apple Campus (also known by its address, 1 Infinite Loop), a grouping of six buildings in Cupertino that total {{Convert|850000|ft2|m2}} located about {{Convert|1|mi}} to the west of Apple Park.<ref>{{Cite news |last=Simonson |first=Sharon |date=October 2, 2005 |title=Apple gobbles up Cupertino office space |url=http://sanjose.bizjournals.com/sanjose/stories/2005/10/03/story4.html}}</ref> The Apple Campus was the company's headquarters from its opening in 1993, until the opening of Apple Park in 2017. The buildings, located at 1–6 Infinite Loop, are arranged in a circular pattern around a central [[Earth:Green infrastructure|green space]], in a design that has been compared to that of a [[Organization:University|university]].

In addition to Apple Park and the Apple Campus, Apple occupies an additional thirty office buildings scattered throughout the city of Cupertino, including three buildings as prior headquarters: Stephens Creek Three from 1977 to 1978, Bandley One from 1978 to 1982, and Mariani One from 1982 to 1993.<ref>{{Cite web |last=Steeber |first=Michael |date=November 13, 2017 |title=Before the spaceship: A look back at the previous campuses that Apple called home |url=https://9to5mac.com/2017/11/13/apple-original-campus-headquarters |access-date=January 7, 2022 |website=9to5Mac |language=en-US}}</ref> In total, Apple occupies almost 40% of the available office space in the city.<ref>{{Cite web |last=Simonson |first=Sharon |date=September 30, 2005 |title=Apple gobbles up Cupertino office space |url=http://sanjose.bizjournals.com/sanjose/stories/2005/10/03/story4.html?page=1 |access-date=May 11, 2010 |website=San Jose Business Journal}}</ref>

Apple's headquarters for Europe, the Middle East and Africa (EMEA) are located in Cork in the south of Ireland, called the Hollyhill campus.<ref>{{Cite web |last=Shead |first=Sam |title=We went to see Apple's European HQ in Ireland — here's what we found |url=https://www.businessinsider.com/apples-growing-irish-empire-in-pictures-2016-2 |access-date=January 7, 2022 |website=Business Insider |language=en-US}}</ref> The facility, which opened in 1980, houses 5,500 people and was Apple's first location outside of the United States.<ref>{{Cite web |date=October 6, 2011 |title=Irish Examiner Article |url=http://www.irishexaminer.com/ireland/kfgbsnsnmhoj/rss2 |access-date=April 21, 2012 |website=Irish Examiner |archive-date=July 11, 2012 |archive-url=https://web.archive.org/web/20120711192309/http://www.irishexaminer.com/ireland/kfgbsnsnmhoj/rss2/ |url-status=dead }}</ref> Apple's international sales and distribution arms operate out of the campus in Cork.<ref>{{Cite web |title=Bloomberg Businessweek Profile of Apple Sales International |url=http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=26016763l |archive-url=https://web.archive.org/web/20130501232104/http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=26016763l |url-status=dead |archive-date=May 1, 2013 |access-date=April 18, 2012 |website=Bloomberg Businessweek}}{{Verify source|date=November 2017}}; {{Cite web |title=Apple's Irish website with contact information for Apple Distribution International at Cork |url=https://www.apple.com/ie/contact |access-date=April 18, 2012 |website=Apple.com}}</ref>

Apple has two campuses near Austin, Texas: a {{convert|216,000|ft2|m2|adj=on}} campus opened in 2014 houses 500 engineers who work on [[Engineering:Apple silicon|Apple silicon]]<ref>{{Cite web |last=Goel |first=Vindu |date=November 20, 2016 |title=How Apple Empowers, and Employs, the American Working Class |url=https://www.nytimes.com/2016/11/21/technology/how-apple-empowers-and-employs-the-american-working-class.html |url-access=limited |archive-url=https://ghostarchive.org/archive/20220101/https://www.nytimes.com/2016/11/21/technology/how-apple-empowers-and-employs-the-american-working-class.html |archive-date=January 1, 2022 |access-date=July 14, 2017 |website={{wipe|The New York Times}}}}{{cbignore}}</ref> and a {{convert|1.1|e6ft2|m2|adj=on}} campus opened in 2021 where 6,000 people work in technical support, supply chain management, online store curation, and [[Software:Apple Maps|Apple Maps]] data management.

The company also has several other locations in Boulder, Colorado, Culver City, California, Herzliya (Israel), London, New York, Pittsburgh, San Diego, and Seattle that each employ hundreds of people.<ref>{{Cite news |last1=Tsang |first1=Amie |last2=Satariano |first2=Adam |date=December 13, 2018 |title=Apple to Add $1 Billion Campus in Austin, Tex., in Broad U.S. Hiring Push |language=en-US |work=The New York Times |url=https://www.nytimes.com/2018/12/13/business/apple-austin-campus.html |url-status=live |url-access=subscription |access-date=January 7, 2022 |archive-url=https://web.archive.org/web/20181213121245/https://www.nytimes.com/2018/12/13/business/apple-austin-campus.html |archive-date=December 13, 2018 |issn=0362-4331}}; {{Cite news |title=Apple CEO Tim Cook to inaugurate new Israeli headquarters next week |url=http://www.jpost.com/Israel-News/New-Tech/Apple-CEO-Tim-Cook-to-inaugurate-new-Israeli-headquarters-next-week-390866 |access-date=February 12, 2015 |website=The Jerusalem Post}}</ref>

===Litigation===
{{Main|Social:Litigation involving Apple Inc.}}
Apple has been a participant in various legal proceedings and claims since it began operation.<ref>{{Cite web |title=Federal Court Cases Involving Apple, Inc |url=https://www.docketalarm.com/cases/AllNaturesOfSuit/Apple%2C%20Inc. |access-date=May 10, 2014 |publisher=Docket Alarm, Inc.}}</ref> In particular, Apple is known for and promotes itself as actively and aggressively enforcing its intellectual property interests. Some litigation examples include ''Apple v. Samsung'', ''Apple v. Microsoft'', ''Motorola Mobility v. Apple Inc.'', and ''Apple Corps v. Apple Computer''. Apple has also had to defend itself against charges on numerous occasions of violating intellectual property rights. Most have been dismissed in the courts as [[Finance:Shell corporation|shell companies]] known as [[Social:Patent troll|patent troll]]s, with no evidence of actual use of [[Social:Patent|patent]]s in question.<ref>{{Cite web |last=Mullin |first=Joe |date=January 26, 2016 |title=Patent troll VirnetX wants jury to give it a half-billion dollars of Apple's cash |url=https://arstechnica.com/tech-policy/2016/01/virnetx-kicks-off-final-massive-patent-trolling-attempt-vs-apple |access-date=March 23, 2017 |website=[[Ars Technica]]}}</ref> On December 21, 2016, Nokia announced that in the U.S. and Germany, it has filed a suit against Apple, claiming that the latter's products infringe on Nokia's patents.<ref>{{Cite web |last=Novet |first=Jordan |date=December 21, 2016 |title=Nokia sues Apple for patent infringement in the U.S. and Germany |url=https://venturebeat.com/2016/12/21/nokia-sues-apple-for-patent-infringement-in-the-u-s-and-germany |access-date=March 23, 2017 |website=VentureBeat}}; {{Cite news |last=Swartz |first=Jon |date=December 21, 2016 |title=Nokia sues Apple for patent infringement |work=[[Software:USA Today|USA Today]] |url=https://www.usatoday.com/story/tech/2016/12/21/nokia-sues-apple-patent-infringement/95709378 |access-date=March 23, 2017}}</ref> Most recently, in November 2017, the United States International Trade Commission announced an investigation into allegations of patent infringement in regards to Apple's remote desktop technology; Aqua Connect, a company that builds remote desktop software, has claimed that Apple infringed on two of its patents.<ref>{{Cite web |last=Orlowski |first=Andrew |date=November 15, 2017 |title=US trade cops agree to investigate Apple's 'embrace and extend |url=https://www.theregister.co.uk/2017/11/15/trade_cops_probe_apples_embrace_nextend |access-date=November 16, 2017 |website=The Register}}</ref> In January 2022, [[Company:Ericsson|Ericsson]] sued Apple over payment of royalty of [[5G|5G]] technology.<ref>{{Cite news |last=Mukherjee |first=Supantha |date=January 18, 2022 |title=Ericsson sues Apple again over 5G patent licensing |language=en |work=Reuters |url=https://www.reuters.com/technology/ericsson-sues-apple-again-over-5g-patent-licensing-2022-01-18 |access-date=January 18, 2022}}</ref>

==Finances==
Apple is the world's largest technology company by revenue, the world's largest technology company by [[Finance:Asset|total assets]],<ref>{{Cite web |last=Chen |first=Liyan |date=May 11, 2015 |title=The World's Largest Tech Companies: Apple Beats Samsung, Microsoft, Google |url=https://www.forbes.com/sites/liyanchen/2015/05/11/the-worlds-largest-tech-companies-apple-beats-samsung-microsoft-google |access-date=May 24, 2017 |website={{wipe|Forbes}}}}</ref> and the [[Engineering:Mobile phone#By manufacturer|world's second-largest mobile phone manufacturer]] after [[Company:Samsung|Samsung]].<ref>{{Cite news|url=https://venturebeat.com/2018/02/01/idc-smartphone-shipments-down-6-3-in-q4-2017-apple-overtakes-samsung-for-top-spot |title=IDC: Smartphone shipments down 6.3% in Q4 2017, Apple overtakes Samsung for top spot|date=February 2, 2018|work=VentureBeat|access-date=March 10, 2018|language=en-US}}; {{Cite web |title=Apple Passes Samsung to Capture the Top Position in the Worldwide Smartphone Market While Overall Shipments Decline 6.3% in the Fourth Quarter, According to IDC |url=https://www.idc.com/getdoc.jsp?containerId=prUS43548018 |url-status=dead |archive-url=https://web.archive.org/web/20180920015332/https://www.idc.com/getdoc.jsp?containerId=prUS43548018 |archive-date=September 20, 2018 |access-date=March 10, 2018 |publisher=[[Company:International Data Corporation|IDC]]}}</ref>

In its fiscal year ending in September 2011, Apple Inc. reported a total of $108&nbsp;billion in annual revenues—a significant increase from its 2010 revenues of $65&nbsp;billion—and nearly $82&nbsp;billion in [[Finance:Reserve (accounting)|cash reserves]].<ref>{{Cite web |last=Nuttall |first=Chris |date=December 29, 2011 |title=Apple in race to keep ahead in 2012 |url=http://www.ft.com/intl/cms/s/2/6a7cac22-31db-11e1-9be2-00144feabdc0.html |archive-url=https://ghostarchive.org/archive/20221210/http://www.ft.com/intl/cms/s/2/6a7cac22-31db-11e1-9be2-00144feabdc0.html |archive-date=December 10, 2022 |url-status=live |url-access=subscription |website=[[Social:Financial Times|Financial Times]]}}</ref> On March 19, 2012, Apple announced plans for a $2.65-per-share [[Finance:Dividend|dividend]] beginning in fourth quarter of 2012, per approval by their board of directors.<ref name="dividendfaq">{{Cite news |last=Tsukayama |first=Hayley |date=March 20, 2012 |title=FAQ: Apple's Dividend |newspaper={{wipe|The Washington Post}} |url=https://www.washingtonpost.com/business/technology/faq-apples-dividend/2012/03/20/gIQAVxMgPS_story.html |access-date=March 21, 2012}}</ref>

The company's worldwide annual revenue in 2013 totaled $170&nbsp;billion.<ref>{{Cite web |title=Annual Financials for Apple |url=http://www.marketwatch.com/investing/stock/aapl/financials |access-date=February 2, 2014 |website=Marketwatch}}</ref> In May 2013, Apple entered the top ten of the {{wipe|Fortune 500}} list of companies for the first time, rising 11 places above its 2012 ranking to take the sixth position.<ref>{{Cite news |last=Rodriguez |first=Salvador |date=May 6, 2013 |title=Apple makes Fortune 500's top 10 for first time; Facebook makes list |work={{wipe|Los Angeles Times}} |url=https://www.latimes.com/business/technology/la-fi-tn-apple-facebook-fortune-500-20130506,0,6186624.story |access-date=June 10, 2013}}</ref> {{As of|2016}}, Apple has around US$234&nbsp;billion of cash and marketable securities, of which 90% is located outside the United States for tax purposes.<ref name="b200">{{Cite web |last=La Monica |first=Paul R. |date=July 22, 2015 |title=Apple has $203 billion in cash. Why? |url=https://money.cnn.com/2015/07/22/investing/apple-stock-cash-earnings |url-status=live |archive-url=https://web.archive.org/web/20150818101000/https://money.cnn.com/2015/07/22/investing/apple-stock-cash-earnings |archive-date=August 18, 2015 |access-date=September 28, 2015 |publisher=CNNMoney}}</ref>

Apple amassed 65% of all profits made by the eight largest worldwide smartphone manufacturers in quarter one of 2014, according to a report by Canaccord Genuity. In the first quarter of 2015, the company garnered 92% of all earnings.<ref>{{Cite web |last=Farivar |first=Cyrus |date=July 13, 2015 |title=Apple makes 92 percent of all smartphone profits |url=https://arstechnica.com/apple/2015/07/apple-makes-92-percent-of-all-smartphone-profits |access-date=March 23, 2017 |website=[[Ars Technica]]}}</ref>

On April 30, 2017, ''The Wall Street Journal'' reported that Apple had cash reserves of $250&nbsp;billion,<ref>{{Cite news |last=Mickle |first=Tripp |date=April 30, 2017 |title=Apple's Cash Hoard Set to Top $250 Billion |work={{wipe|The Wall Street Journal}} |url=https://www.wsj.com/articles/apples-250-billion-cash-pile-enlivens-hopes-fuels-expectations-1493566748 |url-access=subscription |access-date=May 24, 2017}}</ref> officially confirmed by Apple as specifically $256.8&nbsp;billion a few days later.<ref>{{Cite web |last=Wang |first=Christine |date=May 2, 2017 |title=Apple's cash hoard swells to record $256.8 billion |url=https://www.cnbc.com/2017/05/02/apples-cash-hoard-swells-to-record-256-8-billion.html |access-date=May 24, 2017 |publisher={{wipe|CNBC}}}}</ref>

{{As of|2018|August|3|df=US}}, Apple was the largest publicly traded corporation in the world by market capitalization. On August 2, 2018, Apple became the first publicly traded U.S. company to reach a $1&nbsp;trillion market value.<ref name="1t-CNBC">{{Cite news |last=Salinas |first=Sara |date=August 2, 2018 |title=Apple just hit a $1 trillion market cap |publisher={{wipe|CNBC}} |url=https://www.cnbc.com/2018/08/02/apple-hits-1-trillion-in-market-value.html |access-date=August 2, 2018}}</ref><ref name="1t-Guardian">{{Cite web |last=Davies |first=Rob |date=August 2, 2018 |title=Apple becomes world's first trillion dollar company |url=https://www.theguardian.com/technology/2018/aug/02/apple-becomes-worlds-first-trillion-dollar-company |access-date=August 2, 2018 |website={{wipe|The Guardian}}}}</ref> Apple was ranked No. 4 on the 2018 ''Fortune'' 500 rankings of the largest United States corporations by total revenue.<ref>{{Cite web |title=Fortune 500 Companies 2018: Who Made the List |url=http://fortune.com/fortune500/list |url-status=dead |archive-url=https://web.archive.org/web/20181110190356/http://fortune.com/fortune500/list |archive-date=November 10, 2018 |access-date=November 9, 2018 |website=Fortune}}</ref>

In July 2022, Apple reported an 11% decline in Q3 profits compared to 2021. Its revenue in the same period rose 2% year-on-year to $83 billion, though this figure was also lower than in 2021, where the increase was at 36%. The general downturn is reportedly caused by the slowing global economy and supply chain disruptions in China.<ref>{{Cite web |last=Duffy |first=Clare |date=July 28, 2022 |title=Apple's profit declines nearly 11% |url=https://us.cnn.com/2022/07/28/tech/apple-q3-earnings/index.html |access-date=August 2, 2022 |website=CNN Business |publisher=CNN}}</ref> 

In May 2023, Apple reported a decline in its sales for the first quarter of 2023. Compared to that of 2022, revenue for 2023 fell by 3%. This is Apple's second consecutive quarter of sales decline. This fall is attributed to the slowing economy and consumers putting off purchases of iPads and computers due to increased pricing. However, iPhone sales held up with a year-on-year increase of 1.5%. According to Apple, demands for such devices were strong, particularly in Latin America and South Asia.<ref>{{Cite news|url=https://www.bbc.com/news/business-65487055 |title=Apple sales falter again but iPhone demand persists|work=BBC}}</ref>

===Taxes===
Apple has created subsidiaries in low-tax places such as Ireland, the Netherlands, Luxembourg, and the British Virgin Islands to cut the taxes it pays around the world. According to ''The New York Times'', in the 1980s Apple was among the first tech companies to designate overseas salespeople in high-tax countries in a manner that allowed the company to sell on behalf of low-tax subsidiaries on other continents, sidestepping income taxes. In the late 1980s, Apple was a pioneer of an accounting technique known as the "Double Irish with a Dutch sandwich", which reduces taxes by routing profits through Irish subsidiaries and the Netherlands and then to the Caribbean.<ref>{{Cite news |last1=Duhigg |first1=Charles |last2=Kocieniewski |first2=David |date=April 28, 2012 |title=How Apple Sidesteps Billions in Taxes |work={{wipe|The New York Times}} |url=https://www.nytimes.com/2012/04/29/business/apples-tax-strategy-aims-at-low-tax-states-and-nations.html |url-access=limited |access-date=April 29, 2012 |archive-url=https://ghostarchive.org/archive/20220101/https://www.nytimes.com/2012/04/29/business/apples-tax-strategy-aims-at-low-tax-states-and-nations.html |archive-date=January 1, 2022}}{{cbignore}}</ref><ref>{{Cite news |last1=Drawbaugh |first1=Kevin |last2=Temple-West |first2=Patrick |url=https://www.reuters.com/article/us-usa-tax-offshore-idUSBREA3729V20140409 |title=Untaxed U.S. corporate profits held overseas top $2.1 trillion: study |work={{wipe|Reuters}} |access-date=February 11, 2015}}; {{Cite web |title=Apple Earnings Call |url=https://www.apple.com/investor/earnings-call |access-date=April 28, 2016 |publisher=Apple Inc.}}</ref>

British Conservative Party Member of Parliament Charlie Elphicke published research on October 30, 2012,<ref>{{Cite news |last=Watson |first=Roland |date=October 30, 2012 |title=Foreign companies 'avoid billions in corporation tax' |work=The Times |url=http://www.thetimes.co.uk/tto/news/politics/article3583772.ece}}</ref> which showed that some multinational companies, including Apple Inc., were making billions of pounds of profit in the UK, but were paying an effective tax rate to the UK Treasury of only 3 percent, well below standard [[Finance:Corporate tax|corporate tax]] rates. He followed this research by calling on the Chancellor of the Exchequer George Osborne to force these multinationals, which also included [[Company:Google|Google]] and [[Company:The Coca-Cola Company|The Coca-Cola Company]], to state the effective rate of tax they pay on their UK revenues. Elphicke also said that government contracts should be withheld from multinationals who do not pay their fair share of UK tax.<ref>{{Cite news |last=Ebrahimi |first=Helia |date=November 2, 2012 |title=Foreign firms could owe UK £11bn in unpaid taxes |work=The Telegraph |location=London |url=https://www.telegraph.co.uk/finance/personalfinance/consumertips/tax/9652516/Foreign-firms-could-owe-UK-11bn-in-unpaid-taxes.html |url-status=dead |archive-url=https://web.archive.org/web/20121102231901/http://www.telegraph.co.uk/finance/personalfinance/consumertips/tax/9652516/Foreign-firms-could-owe-UK-11bn-in-unpaid-taxes.html |archive-date=November 2, 2012}}</ref>

According to a US Senate report on the company's offshore tax structure concluded in May 2013, Apple has held billions of dollars in profits in Irish subsidiaries to pay little or no taxes to any government by using an unusual global tax structure.<ref>{{Citation |last1=Levin |first1=Carl |title=Memorandum: Offshore profit shifting and the U.S. tax code - Part 2 (Apple Inc.) |date=May 2013 |url=http://levin.senate.gov/download/exhibit1a_profitshiftingmemo_apple  |type=memorandum of the Permanent Subcommittee on Investigations |archive-url=https://web.archive.org/web/20130629090950/http://www.levin.senate.gov/download/exhibit1a_profitshiftingmemo_apple |format=PDF |access-date=June 27, 2013 |archive-date=June 29, 2013 |last2=McCain |first2=John |url-status=dead}}</ref> The main subsidiary, a holding company that includes Apple's retail stores throughout Europe, has not paid any corporate income tax in the last five years. "Apple has exploited a difference between Irish and U.S. tax residency rules", the report said.<ref>{{cite web |date=May 20, 2013 |title=Senate Probe Finds Apple Used Unusual Tax Structure to Avoid Taxes |url=https://www.cnbc.com/id/100751799 |access-date=May 20, 2013 |website={{wipe|CNBC}} |agency=Reuters}}</ref>

On May 21, 2013, Apple CEO Tim Cook defended his company's tax tactics at a Senate hearing.<ref>{{cite news |last1=McCoy |first1=Kevin |date=May 21, 2013 |title=Apple CEO defends tax tactics at Senate hearing |work=[[Software:USA Today|USA Today]] |url=https://www.usatoday.com/story/money/business/2013/05/21/apple-tax-hearing/2344351/ |access-date=May 21, 2013}}</ref>

Apple says that it is the single largest taxpayer in the U.S., with an [[Finance:Tax rate|effective tax rate]] of approximately of 26% as of Q2 [[Physics:Fiscal year|FY]]2016.<ref>{{Cite web |title=Investor Relations |url=http://investor.apple.com |access-date=April 28, 2016 |publisher=Apple Inc.}}</ref> In an interview with the German newspaper ''[[Social:Frankfurter Allgemeine Zeitung|FAZ]]'' in October 2017, Tim Cook stated that Apple was the biggest taxpayer worldwide.<ref>{{Cite news |last=Knop |first=Carsten |date=November 14, 2017 |title=Tim Cook im Interview: "Hoffentlich seid ihr Deutschen richtig stolz auf euch" |language=de |work=Faz.net |url=https://www.faz.net/1.5245252 |access-date=March 26, 2019}}</ref>

In 2016, after [[Finance:Ireland v Commission|a two-year investigation]], the European Commission claimed that Apple's use of a hybrid [[Finance:Double Irish arrangement|Double Irish]] tax arrangement constituted "illegal state aid" from Ireland, and ordered Apple to pay 13 billion euros ($14.5 billion) in unpaid taxes, the largest corporate tax fine in history. This was later annulled, after the European General Court ruled that the Commission had provided insufficient evidence.<ref>{{Cite news |date=July 15, 2020 |title=Apple ne devra pas rembourser 13 milliards d'euros à l'Irlande, a conclu la justice européenne |language=fr |work=Le Monde |url=https://www.lemonde.fr/economie/article/2020/07/15/la-justice-europeenne-annule-la-decision-sommant-apple-de-rembourser-13-milliards-d-euros-a-l-irlande_6046257_3234.html}}</ref><ref name="IT11">{{cite news |last=Brennan |first=Joe |date=July 15, 2020 |title=Ireland wins appeal in €13bn Apple tax case |newspaper=Irish Times |url=https://www.irishtimes.com/business/economy/ireland-wins-appeal-in-13bn-apple-tax-case-1.4305044 |access-date=July 15, 2020}}</ref> In 2018, Apple repatriated $285 billion to America, resulting in a $38 billion tax payment spread over the following eight years.<ref>{{Cite news |last1=Wakabayashi |first1=Daisuke |last2=Chen |first2=Brian X. |date=January 17, 2018 |title=Apple, Capitalizing on New Tax Law, Plans to Bring Billions in Cash Back to U.S. |newspaper=The New York Times |url=https://www.nytimes.com/2018/01/17/technology/apple-tax-bill-repatriate-cash.html}}</ref>
{| class="wikitable"
|+Apple's Effective Tax Rate in %<ref name=":2" /><ref name=":3" />
!2000
!2001
!2002
!2003
!2004
!2005
!2006
!2007
!2008
!2009
!2010
!2011
!2012
!2013
!2014
!2015
!2016
!2017
!2018
!2019
|-
|28
|30
|25
|26
|28
|26
|29
|30
|30
|31.8
|24.4
|24.2
|25.2
|26.2
|26.1
|26.4
|25.6
|24.6
|18.3 
|15.9
|-
!2020
!2021
!2022
!2023
| colspan="16" rowspan="2" |
|-
|14.4
|13.3
|16.2
|14.7
|}

===Charity===
Apple is a partner of Product Red, a fundraising campaign for AIDS charity. In November 2014, Apple arranged for all [[Software:App Store (iOS)|App Store]] revenue in a two-week period to go to the fundraiser,<ref>{{Cite web |last=D'Orazio |first=Dante |date=November 23, 2014 |title=Apple partners with app developers for major Product RED fundraising effort |url=https://www.theverge.com/2014/11/23/7272673/app-developers-partner-with-apple-for-major-red-charity-fundraising |access-date=April 18, 2017 |website=[[The Verge]]}}</ref> generating more than US$20&nbsp;million,<ref>{{Cite web |last=Chmielewski |first=Dawn |date=December 17, 2014 |title=Apple's Holiday Product Red Campaign Raises $20 Million for AIDS Research |url=https://www.recode.net/2014/12/17/11633904/apples-holiday-product-red-campaign-raises-20-million-for-aids |access-date=April 18, 2017 |website=[[Recode]]}}; {{Cite web |last=Clover |first=Juli |date=December 17, 2014 |title=Apple's (Product) RED Holiday Campaign Raised $20 Million to Fight AIDS |url=https://www.macrumors.com/2014/12/17/apple-product-red-20-million |access-date=April 18, 2017 |website=MacRumors}}</ref> and in March 2017, it released an [[Engineering:IPhone 7|iPhone 7]] with a red color finish.<ref>{{Cite web |last=Miller |first=Chance |date=March 21, 2017 |title=Apple officially announces (RED) iPhone 7 & 7 Plus, updated iPhone SE with double the storage |url=https://9to5mac.com/2017/03/21/apple-officially-announces-red-iphone-7-7-plus-updated-iphone-se-with-double-the-storage |access-date=April 18, 2017 |website=9to5Mac}}; {{Cite web |last=Warren |first=Tom |date=March 21, 2017 |title=Apple launches red iPhone 7 |url=https://www.theverge.com/2017/3/21/14998164/apple-iphone-7-red-color-option |access-date=April 18, 2017 |website=[[The Verge]]}}</ref>

Apple contributes financially to fundraisers in times of natural disasters. In November 2012, it donated $2.5&nbsp;million to the American Red Cross to aid relief efforts after Hurricane Sandy,<ref>{{Cite web |last=Weintraub |first=Seth |date=November 9, 2011 |title=Apple donates $2.5M to Hurricane Sandy relief |url=http://9to5mac.com/2012/11/09/apple-donates-2-5-million-to-hurricane-sandy-relief |access-date=November 18, 2012 |website=9to5Mac}}</ref> and in 2017 it donated $5&nbsp;million to relief efforts for both Hurricane Irma and Hurricane Harvey,<ref>{{Cite web |date=September 8, 2017 |title=Apple donates $5M to Hand in Hand Hurricane Irma/Harvey relief, sets up iTunes donations |url=https://9to5mac.com/2017/09/08/apple-hand-in-hand |access-date=December 13, 2017 |website=9to5Mac}}</ref> and for the 2017 Central Mexico earthquake.<ref>{{Cite web |last=Miller |first=Chance |date=September 21, 2017 |title=Tim Cook says Apple is donating $1 million to earthquake recovery efforts in Mexico |url=https://9to5mac.com/2017/09/21/tim-cook-mexico-earthquake |access-date=December 13, 2017 |website=9to5Mac}}</ref> The company has used its [[Software:ITunes|iTunes]] platform to encourage donations in the wake of environmental disasters and humanitarian crises, such as the 2010 Haiti earthquake,<ref>{{Cite web |last=Weintraub |first=Seth |date=January 14, 2010 |title=Apple sets up Haiti donation page in iTunes |url=https://9to5mac.com/2010/01/14/apple-sets-up-haiti-donation-page-in-itunes |access-date=December 13, 2017 |website=9to5Mac}}</ref> the 2011 Japan earthquake,<ref>{{Cite web |last=Gurman |first=Mark |date=March 12, 2011 |title=Apple now taking Red Cross donations through iTunes for Japan relief fund |url=https://9to5mac.com/2011/03/12/apple-now-taking-red-cross-donations-through-itunes-for-japan-relief-fund |access-date=December 13, 2017 |website=9to5Mac}}</ref> Typhoon Haiyan in the Philippines in November 2013,<ref>{{Cite web |last=Lovejoy |first=Ben |date=November 12, 2013 |title=Apple invites donations to American Red Cross to support Philippine typhoon relief |url=https://9to5mac.com/2013/11/12/apple-invites-donations-to-american-red-cross-to-support-philippine-typhoon-relief |access-date=December 13, 2017 |website=9to5Mac}}</ref> and the 2015 European migrant crisis.<ref>{{Cite web |last=Lovejoy |first=Ben |date=September 18, 2015 |title=Apple invites Red Cross donations through iTunes to help the Mediterranean refugee crisis [Updated] |url=https://9to5mac.com/2015/09/18/itunes-refugee-appeal-red-cross |access-date=December 13, 2017 |website=9to5Mac}}</ref> Apple emphasizes that it does not incur any processing or other fees for iTunes donations, sending 100% of the payments directly to relief efforts, though it also acknowledges that the Red Cross does not receive any personal information on the users donating and that the payments may not be tax deductible.<ref>{{Cite web |last=Miller |first=Chance |date=August 27, 2017 |title=Apple now accepting donations via iTunes for Hurricane Harvey relief efforts |url=https://9to5mac.com/2017/08/27/apple-hurricane-harvey-itunes-relief |access-date=December 13, 2017 |website=9to5Mac}}</ref>

On April 14, 2016, Apple and the [[Organization:World Wide Fund for Nature|World Wide Fund for Nature]] (WWF) announced that they have engaged in a partnership to, "help protect life on our planet." Apple released a special page in the [[Software:App Store (iOS)|iTunes App Store]], Apps for Earth. In the arrangement, Apple has committed that through April 24, WWF will receive 100% of the proceeds from the applications participating in the App Store via both the purchases of any paid apps and the In-App Purchases. Apple and WWF's Apps for Earth campaign raised more than $8&nbsp;million in total proceeds to support WWF's conservation work. WWF announced the results at WWDC 2016 in San Francisco.<ref>{{Cite web |title=Help the planet. One app at a time |url=https://www.worldwildlife.org/pages/help-the-planet-one-app-at-a-time |access-date=April 14, 2016 |publisher=World Wildlife Fund}}; {{Cite web |title=Environment |url=https://www.apple.com/environment |access-date=April 14, 2016 |publisher=Apple Inc.}}; {{Cite press release |url=https://www.apple.com/newsroom/2016/06/global-apps-for-earth-campaign-with-wwf-raises-more-than--8m.html |title=Global Apps for Earth campaign with WWF raises more than $8M |publisher=Apple Inc. |access-date=June 18, 2016}}</ref>

During the COVID-19 pandemic, Apple's CEO Cook announced that the company will be donating "millions" of masks to health workers in the United States and Europe.<ref>{{Cite web |title=Tech billionaires including Tim Cook, Elon Musk, and Mark Zuckerberg promised 18 million masks to fight COVID-19 |url=https://www.businessinsider.com/tech-billionaires-promise-to-donate-18-million-masks-2020-3#apple-minimum-2-million-masks-1 |access-date=March 23, 2020 |publisher=Business Insider}}</ref>

On January 13, 2021, Apple announced a $100 million Racial Equity and Justice Initiative to help combat [[Social:Institutional racism|institutional racism]] worldwide after the 2020 [[Biography:Murder of George Floyd|murder of George Floyd]].<ref name="Doubles"/><ref>{{Cite web |title=Apple launches major new Racial Equity and Justice Initiative projects to challenge systemic racism, advance racial equity nationwide |url=https://www.apple.com/newsroom/2021/01/apple-launches-major-new-racial-equity-and-justice-initiative-projects-to-challenge-systemic-racism-advance-racial-equity-nationwide |access-date=January 13, 2021 |website=Apple Newsroom |language=en-US}}</ref><ref>{{Cite web |date=June 11, 2020 |title=Apple commits $100M to its new Racial Equity and Justice Initiative |url=https://social.techcrunch.com/2020/06/11/apple-commits-100m-to-its-new-racial-equity-and-justice-initiative |access-date=August 20, 2021 |website=TechCrunch |language=en-US}}; {{Cite web |date=January 13, 2021 |title=Apple announces new projects related to its $100 million pledge for racial equity and justice |url=https://social.techcrunch.com/2021/01/13/apple-announces-new-projects-related-to-its-100-million-pledge-for-racial-equity-and-justice |access-date=August 20, 2021 |website=TechCrunch |language=en-US}}</ref> In June 2023, Apple announced doubling this and then distributed more than $200 million to support organizations focused on education, economic growth, and criminal justice. Half is philanthropic grants and half is centered on equity.<ref name="Doubles">{{Cite web|lang=en|url=https://www.philanthropy.com/article/apple-doubles-to-200-million-its-support-for-racial-equity|title=Apple Doubles to $200 Million Its Support for Racial Equity|website=Philanthropy|access-date=2024-01-29|archive-date=2023-06-21|archive-url=https://web.archive.org/web/20230621021546/https://www.philanthropy.com/article/apple-doubles-to-200-million-its-support-for-racial-equity}}</ref>

==Environment==

===Apple Energy===
Apple Energy, LLC is a wholly-owned subsidiary of Apple Inc. that sells [[Physics:Solar energy|solar energy]]. {{As of|2016|June|6|df=US}}, Apple's solar farms in California and Nevada have been declared to provide 217.9 megawatts of solar generation capacity.<ref>{{Cite web|last=Weaver|first=John Fitzgerald|date=June 10, 2016|title=Apple Energy deeper dive: Is this Apple running its own microgrids or more?|url=http://electrek.co/2016/06/10/apple-energy-deeper-dive-is-this-apple-running-its-own-microgrids-or-more|access-date=June 12, 2016|website=Electrek}}; {{Cite news |last=Weintraub |first=Seth |date=June 9, 2016 |title=Apple has just become an energy company, looks to sell excess electricity into the grid and maybe more |website=9to5Mac |url=http://9to5mac.com/2016/06/09/apple-energy-company |access-date=June 12, 2016}}</ref> Apple has received regulatory approval to construct a [[Chemistry:Landfill gas utilization|landfill gas energy plant]] in North Carolina to use the [[Chemistry:Methane emissions|methane emissions]] to generate electricity.<ref>{{Cite web|title=Catawba County approves lease for Apple's renewable energy center|url=http://www.hickoryrecord.com/news/catawba-county-approves-lease-for-apple-s-renewable-energy-center/article_cf451340-2e81-11e6-8ea5-17ea0e23e19c.html|access-date=June 12, 2016|website=HDR {{!}} Hickory Daily Record|date=June 9, 2016 }}</ref> Apple's North Carolina data center is already powered entirely by renewable sources.<ref>{{Cite web|last=Lovejoy|first=Ben|date=June 10, 2016|title=As Apple moves into the energy business, it gets approval to turn landfill gas into power|url=http://9to5mac.com/2016/06/10/apple-energy-landfill-gas-electricity|access-date=June 14, 2016|website=9to5Mac}}</ref>

===Energy and resources===
In 2010, Climate Counts, a nonprofit organization dedicated to directing consumers toward the greenest companies, gave Apple a score of 52 points out of a possible 100, which puts Apple in their top category "Striding".<ref>{{Cite web|title=Climate Counts scorecard|url=http://www.climatecounts.org/scorecard_score.php?co=7|url-status=dead|archive-url=https://web.archive.org/web/20090104212545/http://climatecounts.org/scorecard_score.php?co=7|archive-date=January 4, 2009|access-date=October 7, 2011|publisher=Climatecounts.org}}</ref> This was an increase from May 2008, when Climate Counts only gave Apple 11 points out of 100, which placed the company last among electronics companies, at which time Climate Counts also labeled Apple with a "stuck icon", adding that Apple at the time was "a choice to avoid for the climate-conscious consumer".<ref name="iwclimate">{{Cite news |title=Environmental Group Hits Apple |work=Information Week |url=http://www.informationweek.com/news/hardware/mac/showArticle.jhtml?articleID=207601672}}</ref>

Following a Greenpeace protest, Apple released a statement on April 17, 2012, committing to ending its use of coal and shifting to 100% renewable clean energy.<ref name="After Greenpeace Protests, Apple Promises to Dump Coal Power">{{Cite magazine |last=McMillan |first=Robert |date=May 17, 2012 |title=After Greenpeace Protests, Apple Promises to Dump Coal Power |url=https://www.wired.com/wiredenterprise/2012/05/apple_coal |magazine=Wired |access-date=August 22, 2013}}</ref><ref name="Powering Our Facilities with Clean, Renewable Energy">{{Cite web|title=Powering Our Facilities with Clean, Renewable Energy|url=https://www.apple.com/environment/renewable-energy|url-status=dead|archive-url=https://web.archive.org/web/20140422023008/https://www.apple.com/environment/renewable-energy|archive-date=April 22, 2014|access-date=August 22, 2013|website=Wired Magazine}}{{Verify source|date=November 2017}}</ref> By 2013, Apple was using [[100% renewable energy|100% renewable energy]] to power their data centers. Overall, 75% of the company's power came from clean renewable sources.<ref>{{Cite news |last=Burrows |first=Peter |date=March 21, 2013 |title=Apple Says Data Centers Now Use 100% Renewable Energy |work=Business Week |url=http://www.businessweek.com/news/2013-03-21/apple-says-data-centers-now-use-100-percent-renewable-energy |url-status=dead |access-date=August 30, 2013 |archive-url=https://web.archive.org/web/20131202223855/http://www.businessweek.com/news/2013-03-21/apple-says-data-centers-now-use-100-percent-renewable-energy |archive-date=December 2, 2013}}</ref>

In May 2015, Greenpeace evaluated the state of the Green Internet and commended Apple on their environmental practices saying, "Apple's commitment to renewable energy has helped set a new bar for the industry, illustrating in very concrete terms that a 100% renewable Internet is within its reach, and providing several models of intervention for other companies that want to build a sustainable Internet."<ref>{{Cite web|title=ClickClean|url=http://www.greenpeace.org/usa/global-warming/click-clean/#report|access-date=April 28, 2016|website=Click Clean|publisher=Greenpeace}}</ref>

{{As of|2016}}, Apple states that 100% of its U.S. operations run on [[Engineering:Renewable energy|renewable energy]], 100% of Apple's [[Data center|data center]]s run on renewable energy and 93% of Apple's global operations run on renewable energy.<ref>{{Cite web|title=Environment|url=https://www.apple.com/environment|access-date=May 26, 2016|publisher=Apple}}</ref> However, the facilities are connected to the local [[Engineering:Electrical grid|grid]] which usually contains a mix of fossil and renewable sources, so Apple carbon offsets its electricity use.<ref>{{Cite news |last=Cardwell |first=Diane |date=August 23, 2016 |title=Apple Becomes a Green Energy Supplier, With Itself as Customer |work={{wipe|The New York Times}} |url=https://www.nytimes.com/2016/08/24/business/energy-environment/as-energy-use-rises-corporations-turn-to-their-own-green-utility-sources.html |url-status=live |access-date=December 30, 2016 |archive-url=https://web.archive.org/web/20161129164413/http://www.nytimes.com/2016/08/24/business/energy-environment/as-energy-use-rises-corporations-turn-to-their-own-green-utility-sources.html |archive-date=November 29, 2016 |quote=clean power often does not flow directly to their facilities. They typically buy the renewable energy in amounts to match what they draw from the grid. They're actually getting power from their local utility, which may be coal}}; {{Cite web|last=Cole|first=Nicki Lisa|date=August 5, 2015|title=Why Is Apple Lying About Powering Its Data Centers With Renewable Energy?|url=http://www.truth-out.org/news/item/32208-why-is-apple-lying-about-powering-its-data-centers-with-renewable-energy|url-status=live|archive-url=https://web.archive.org/web/20160630060630/http://www.truth-out.org/news/item/32208-why-is-apple-lying-about-powering-its-data-centers-with-renewable-energy|archive-date=June 30, 2016|access-date=December 30, 2016|website=Truthout|quote=Apple buys renewable energy certificates to offset its reliance on Duke's dirty energy. ..purchasing offsets is not the same as actually powering something with renewable energy}}</ref> The Electronic Product Environmental Assessment Tool (EPEAT) allows consumers to see the effect a product has on the environment. Each product receives a Gold, Silver, or Bronze rank depending on its efficiency and sustainability. Every Apple [[Engineering:Tablet computer|tablet]], [[Engineering:Laptop|notebook]], [[Engineering:Desktop computer|desktop computer]], and [[Engineering:Computer monitor|display]] that EPEAT ranks achieves a Gold rating, the highest possible. Although Apple's data centers recycle water 35 times,<ref>{{Cite web|date=March 2016|title=Environment – Climate Change|url=https://www.apple.com/environment/climate-change|access-date=March 27, 2016|website=Why we measure our carbon footprint so rigorously.|publisher=Apple Inc.}}</ref> the increased activity in retail, corporate and data centers also increase the amount of water use to {{convert|573|e6usgal|e6m3|abbr=unit|sigfig=2}} in 2015.<ref>{{Cite web|date=June 15, 2016|title=How Much Water Do Apple Data Centers Use?|url=http://www.datacenterknowledge.com/archives/2016/06/15/how-much-water-do-apple-data-centers-use|access-date=November 5, 2016|website=Data Center Knowledge}}</ref>

During an event on March 21, 2016, Apple provided a status update on its environmental initiative to be 100% renewable in all of its worldwide operations. Lisa P. Jackson, Apple's vice president of Environment, Policy and Social Initiatives who reports directly to CEO, Tim Cook, announced that {{As of|2016|March|lc=y}}, 93% of Apple's worldwide operations are powered with renewable energy. Also featured was the company's efforts to use sustainable paper in their product packaging; 99% of all paper used by Apple in the product packaging comes from post-consumer recycled paper or sustainably managed forests, as the company continues its move to all paper packaging for all of its products.<ref>{{Cite web|title=Apple Environmental Responsibility Report (2015)|url=https://www.apple.com/environment/pdf/Apple_Environmental_Responsibility_Report_2015.pdf|url-status=live|archive-url=https://ghostarchive.org/archive/20221009/https://www.apple.com/environment/pdf/Apple_Environmental_Responsibility_Report_2015.pdf|archive-date=October 9, 2022|access-date=March 30, 2016|publisher=Apple Inc.}}; {{Cite web|title=Apple Environmental Responsibility Report 2016 Progress Report, Covering Fiscal Year 2015|url=https://www.apple.com/environment/pdf/Apple_Environmental_Responsibility_Report_2016.pdf|url-status=live|archive-url=https://ghostarchive.org/archive/20221009/https://www.apple.com/environment/pdf/Apple_Environmental_Responsibility_Report_2016.pdf|archive-date=October 9, 2022|publisher=Apple Inc.}}</ref> Apple working in partnership with Conservation Fund, have preserved 36,000 acres of working forests in Maine and North Carolina. Another partnership announced is with the [[Organization:World Wide Fund for Nature|World Wildlife Fund]] to preserve up to {{convert|1,000,000|acre|km2}} of forests in China. Featured was the company's installation of a 40 MW [[Engineering:Solar power|solar power]] plant in the Sichuan province of {{wipe|China}} that was tailor-made to coexist with the indigenous yaks that eat hay produced on the land, by raising the panels to be several feet off of the ground so the yaks and their feed would be unharmed grazing beneath the array. This installation alone compensates for more than all of the energy used in Apple's Stores and Offices in the whole of China, negating the company's energy carbon footprint in the country. In [[Place:Singapore|Singapore]], Apple has worked with the Singaporean government to cover the rooftops of 800 buildings in the city-state with solar panels allowing Apple's Singapore operations to be run on 100% renewable energy. Liam was introduced to the world, an advanced robotic disassembler and sorter designed by Apple Engineers in California specifically for recycling outdated or broken iPhones. Reuses and recycles parts from traded in products.<ref>{{Cite web|title=Watch the Apple Special Event|url=https://www.apple.com/apple-events/march-2016|access-date=March 30, 2016|website=Apple}}</ref>

Apple announced on August 16, 2016, that Lens Technology, one of its major suppliers in China, has committed to power all its [[Engineering:Glass production|glass production]] for Apple with 100 percent renewable energy by 2018. The commitment is a large step in Apple's efforts to help manufacturers lower their carbon footprint in China.<ref>{{Cite web|last=Sumra|first=Husain|title=Supplier Lens Technology Commits to 100 Percent Renewable Energy for Apple Manufacturing|url=http://www.macrumors.com/2016/08/17/lens-technology-renewable-energy-apple|access-date=August 17, 2016|website=MacRumors|date=August 16, 2016 }}</ref> Apple also announced that all 14 of its final assembly sites in China are now compliant with [[Organization:UL (safety organization)|UL's]] Zero Waste to Landfill validation. The standard, which started in January 2015, certifies that all manufacturing waste is reused, recycled, [[Chemistry:Compost|compost]]ed, or converted into energy (when necessary). Since the program began, nearly 140,000 metric tons of waste have been diverted from landfills.<ref>{{Cite web|last=Ochs|first=Susie|date=August 17, 2016|title=Apple steps up environmental efforts in China|url=https://www.macworld.com/article/228597/apple-steps-up-environmental-efforts-in-china.html|access-date=September 20, 2022|website=Macworld|language=en}}</ref>

On July 21, 2020, Apple announced its plan to become [[Chemistry:Carbon neutrality|carbon neutral]] across its entire business, manufacturing supply chain, and product life cycle by 2030. In the next 10 years, Apple will try to lower emissions with a series of innovative actions, including: low carbon product design, expanding energy efficiency, renewable energy, process and material innovations, and carbon removal.<ref>{{Cite web|title=Apple commits to be 100 percent carbon neutral for its supply chain and products by 2030|url=https://www.apple.com/newsroom/2020/07/apple-commits-to-be-100-percent-carbon-neutral-for-its-supply-chain-and-products-by-2030|access-date=October 16, 2020|website=Apple Newsroom|language=en-US}}</ref>

In April 2021, Apple said that it had started a $200 million fund in order to combat climate change by removing 1 million metric tons of carbon dioxide from the atmosphere each year.<ref>{{Cite web|last=Clare Duffy|date=April 16, 2021|title=Apple's $200 million fund aims to fight climate change and boost business|url=https://www.cnn.com/2021/04/16/tech/apple-lisa-jackson-sustainability-fund/index.html|access-date=April 17, 2021|website=CNN}}</ref>

In February 2022, the NewClimate Institute, a German environmental policy think tank, published a survey evaluating the transparency and progress of the climate strategies and carbon neutrality pledges announced by 25 major companies in the United States that found that Apple's carbon neutrality pledge and climate strategy was unsubstantiated and misleading.<ref>{{cite news|last=Bussewitz|first=Cathy|date=February 7, 2022|title=Report: Climate pledges from Amazon, others weaker than they seem|work=The Seattle Times|publisher=The Seattle Times Company|url=https://www.seattletimes.com/business/report-corporate-climate-pledges-are-weaker-than-they-seem/|access-date=July 14, 2022}}</ref><ref>{{cite report|title=Corporate Climate Responsibility Monitor 2022: Assessing the Transparency and Integrity of Companies' Emission Reduction and Net-Zero Targets|year=2022|pages=56–58; 76–78|publisher=NewClimate Institute|url=https://newclimate.org/sites/default/files/2022/02/CorporateClimateResponsibilityMonitor2022.pdf|access-date=July 14, 2022}}</ref>

In Russia, in 2022, the company's revenue amounted to 85 billion rubles.<ref name=":4" />

In 2023, Apple announced it was dropping leather from its product lines, citing the material's "significant carbon footprint."<ref>Gael Fashingbauer Cooper,"Apple Ditches Leather for Environmentally Friendly Materials, Reveals FineWoven," [https://www.cnet.com/tech/mobile/apple-ditches-leather-for-environmentally-friendly-materials-reveals-finewoven/ CNET], September 13, 2023</ref> The move earned Apple a 2023 Company of the Year award from PETA.<ref>Mark Gurman, "Apple Is Working on Cleaning Up Its Confusing iPad Lineup," [https://www.bloomberg.com/news/newsletters/2023-12-10/apple-aapl-to-fix-confusing-ipad-lineup-with-new-ipad-pro-mid-tier-ipad-air-lpzjekw4?srnd=undefined Bloomberg], December 10, 2023.</ref>

===Toxins===
Following further campaigns by Greenpeace,<ref>{{Cite web |date=November 28, 2008 |title=Greenpeace {{!}} iPoison + iWaste |url=http://www.greenpeace.org/apple/itox.html |access-date=July 11, 2023 |archive-date=November 28, 2008 |archive-url=https://web.archive.org/web/20081128211816/http://www.greenpeace.org/apple/itox.html |url-status=dead }}</ref> in 2008, Apple became the first electronics manufacturer to eliminate all [[Chemistry:Polyvinyl chloride|polyvinyl chloride]] (PVC) and [[Chemistry:Brominated flame retardant|brominated flame retardant]]s (BFRs) in its complete product line.<ref>{{Cite web|title=Apple – Environment – Update|url=https://www.apple.com/environment/reports/update.html|url-status=dead|archive-url=https://web.archive.org/web/20101115215221/https://www.apple.com/environment/reports/update.html|archive-date=November 15, 2010|access-date=November 22, 2010|publisher=Apple Inc.}}; {{Cite web|title=Which companies are phasing out PVC and BFRs|url=http://www.greenpeace.org/international/en/campaigns/toxics/electronics/Guide-to-Greener-Electronics/which-companies-really-sell-gr|url-status=dead|archive-url=https://web.archive.org/web/20101110055341/http://www.greenpeace.org/international/en/campaigns/toxics/electronics/Guide-to-Greener-Electronics/which-companies-really-sell-gr|archive-date=November 10, 2010|access-date=January 13, 2011|publisher=Greenpeace International}}</ref> In June 2007, Apple began replacing the [[Physics:Cold cathode|cold cathode]] fluorescent lamp (CCFL) backlit LCD displays in its computers with [[Chemistry:Mercury (element)|mercury]]-free LED-backlit LCD displays and [[Chemistry:Arsenic|arsenic]]-free glass, starting with the upgraded MacBook Pro.<ref name="Apple-environmental-news">{{Cite web|title=Apple – Environment – Environmental Progress|url=https://www.apple.com/environment/progress|url-status=live|archive-url=https://web.archive.org/web/20101124181606/http://www.apple.com/environment/progress|archive-date=November 24, 2010|access-date=November 22, 2010}}</ref><ref name="agreenapple">{{Cite web|title=Apple&nbsp;– A Greener Apple|url=https://www.apple.com/hotnews/agreenerapple|url-status=live|archive-url=https://web.archive.org/web/20080725082132/http://www.apple.com/hotnews/agreenerapple|archive-date=July 25, 2008|access-date=August 12, 2008}}</ref><ref name="green_notebooks">{{Cite web|year=2008|title=Apple – Mac – Green Notebooks|url=https://www.apple.com/mac/green-notebooks|url-status=live|archive-url=https://web.archive.org/web/20081222083708/http://www.apple.com/mac/green-notebooks|archive-date=December 22, 2008|access-date=December 24, 2008|publisher=Apple Inc.}}</ref><ref>{{Cite web|title=Apple: MacBook Pro Graphics|url=https://www.apple.com/macbookpro/graphics.html|url-status=live|archive-url=https://web.archive.org/web/20070602180903/http://www.apple.com/macbookpro/graphics.html|archive-date=June 2, 2007|access-date=June 8, 2007}}; {{Cite web|date=May 4, 2007|title=First Look: LED-Backlit displays: What you need to know|url=https://www.macworld.com/article/1057740/ledbacklight.html|access-date=February 16, 2021|website=Macworld|language=en}}</ref> Apple offers comprehensive and transparent information about the [[Physics:Carbon dioxide equivalent|CO<sub>2</sub>e]], [[Earth:Greenhouse gas emissions|emissions]], materials, and [[Physics:Electric energy consumption|electrical usage]] concerning every product they currently produce or have sold in the past (and which they have enough data needed to produce the report), in their portfolio on their homepage. Allowing consumers to make informed purchasing decisions on the products they offer for sale.<ref>{{Cite web|title=Apple – Environment – Reports|url=https://www.apple.com/environment/reports|publisher=Apple Inc.}}</ref> In June 2009, Apple's [[Engineering:IPhone 3GS|iPhone 3GS]] was free of PVC, arsenic, and BFRs.<ref name="Apple-environmental-news" /><ref>{{Cite web|title=iMac and the Environment|url=https://www.apple.com/imac/environment.html|url-status=dead|archive-url=https://web.archive.org/web/20101129205242/http://www.apple.com/imac/environment.html|archive-date=November 29, 2010|access-date=November 29, 2010|publisher=Apple Inc.}}; {{Cite web|last1=Michaels|first1=Philip|last2=Snell|first2=Jason|last3=Macworld {{!}}|date=June 8, 2009|title=iPhone 3G S offers speed boost, video capture|url=https://www.macworld.com/article/1141031/iphone3gs.html|access-date=February 16, 2021|website=Macworld|language=en}}</ref> All Apple products now have mercury-free LED-backlit LCD displays, arsenic-free glass, and non-PVC cables. All Apple products have EPEAT Gold status and beat the latest Energy Star guidelines in each product's respective regulatory category.<ref name="Apple-environmental-news" /><ref>{{Cite web|date=March 2016|title=Energy Star Computers Final Program Requirements|url=https://www.energystar.gov/sites/default/files/specs//Version%206%201%20Computers%20Final%20Program%20Requirements.pdf|url-status=live|archive-url=https://ghostarchive.org/archive/20221009/https://www.energystar.gov/sites/default/files/specs//Version%206%201%20Computers%20Final%20Program%20Requirements.pdf|archive-date=October 9, 2022|access-date=March 30, 2016|website=Energy Star|publisher=EPA}}</ref>

In November 2011, Apple was featured in Greenpeace's Guide to Greener Electronics, which ranks electronics manufacturers on sustainability, [[Organization:Climate and energy|climate and energy]] policy, and how "green" their products are. The company ranked fourth of fifteen electronics companies (moving up five places from the previous year) with a score of 4.6/10.<ref>{{Cite web|last=Slivka|first=Eric|date=November 9, 2011|title=Apple Jumps to Fourth in Greenpeace's Environmental Rankings of Electronics Companies|url=https://www.macrumors.com/2011/11/09/apple-jumps-to-fourth-in-greenpeaces-environmental-rankings-of-electronics-companies|access-date=April 18, 2017|website=MacRumors}}; {{Cite web|date=November 9, 2011|title=Apple ranks fourth on Greenpeace's 'Guide to Greener Electronics'|url=http://appleinsider.com/articles/11/11/09/apple_ranks_fourth_on_greenpeaces_guide_to_greener_electronics|access-date=April 18, 2017|website=AppleInsider}}</ref> Greenpeace praised Apple's sustainability, noting that the company exceeded its 70% global recycling goal in 2010. Apple continues to score well on product ratings, with all of their products now being free of PVC plastic and BFRs. However, the guide criticized Apple on the Energy criteria for not seeking external verification of its greenhouse gas emissions data, and for not setting any targets to reduce emissions.<ref>{{Cite web|title=Apple, 4th position, 4.6/10|url=http://www.greenpeace.org:80/international/Global/international/publications/climate/2011/Cool%20IT/greener-guide-nov-2011/apple.pdf|url-status=live|archive-url=https://ghostarchive.org/archive/20221009/http://www.greenpeace.org:80/international/Global/international/publications/climate/2011/Cool%20IT/greener-guide-nov-2011/apple.pdf|archive-date=October 9, 2022|access-date=April 18, 2017|publisher=Greenpeace}}</ref> In January 2012, Apple requested that its cable maker, Volex, begin producing halogen-free [[Engineering:USB|USB]] and power cables.<ref>{{Cite web|last=Anderson|first=Ash|title=Apple Power Cables to Become Even More Environmentally Friendly|url=http://www.keynoodle.com/apple-power-cables-to-become-even-more-environmentally-friendly|access-date=January 14, 2012|publisher=KeyNoodle}}; {{Cite web|date=March 20, 2018|title=Fire Resistant yet Environment Friendly Power Cables From Apple|url=https://appletoolbox.com/fire-resistant-yet-environment-friendly-power-cables-from-apple|access-date=February 16, 2021|archive-url=https://web.archive.org/web/20221014102514/https://appletoolbox.com/fire-resistant-yet-environment-friendly-power-cables-from-apple/|archive-date=October 14, 2022|website=AppleToolBox|language=en-US}}</ref>

===Green bonds===
In February 2016, Apple issued a {{US$|1.5 billion|long=no}} [[Earth:Green bond|green bond]] (climate bond), the first ever of its kind by a U.S. tech company. The green bond proceeds are dedicated to the financing of environmental projects.<ref>{{Cite web|title=Environment – Reports|url=https://www.apple.com/environment/reports|access-date=May 28, 2016|publisher=Apple Inc.}}; {{Cite web|date=February 17, 2016|title=Apple launches $1.5bn green bond|url=https://www.climatechangenews.com/2016/02/17/apple-launches-1-5bn-green-bond|access-date=February 16, 2021|website=Climate Home News|language=en}}</ref>

==Supply chain==
Apple products were made in America in Apple-owned factories until the late 1990s; however, as a result of [[Outsourcing|outsourcing]] initiatives in the 2000s, almost all of its manufacturing is now handled abroad. According to a report by ''The New York Times'', Apple insiders "believe the vast scale of overseas factories, as well as the flexibility, diligence and industrial skills of foreign workers, have so outpaced their American counterparts that '[[Engineering:Made in USA|Made in the USA]]' is no longer a viable option for most Apple products".<ref>{{Cite news |last1=Duhigg |first1=Charles |last2=Bradsher |first2=Keith |date=January 21, 2012 |title=Apple, America and a Squeezed Middle Class |work={{wipe|The New York Times}} |url=https://www.nytimes.com/2012/01/22/business/apple-america-and-a-squeezed-middle-class.html |url-access=limited |archive-url=https://ghostarchive.org/archive/20220101/https://www.nytimes.com/2012/01/22/business/apple-america-and-a-squeezed-middle-class.html |archive-date=January 1, 2022}}{{cbignore}}</ref>

The company's manufacturing, procurement, and logistics enable it to execute massive product launches without having to maintain large, profit-sapping inventories. In 2011, Apple's profit margins were 40 percent, compared with between 10 and 20 percent for most other hardware companies. Cook's catchphrase to describe his focus on the company's operational arm is: "Nobody wants to buy sour milk."<ref name="supply">{{Cite news |title=Apple's Supply-Chain Secret? Hoard Lasers |work=BusinessWeek |publisher=[[Company:Bloomberg L.P.|Bloomberg L.P.]] |url=http://www.businessweek.com/magazine/apples-supplychain-secret-hoard-lasers-11032011.html |url-status=dead |access-date=November 4, 2011 |archive-url=https://www.webcitation.org/62xFMYuc3?url=http://www.businessweek.com/printer/magazine/apples-supplychain-secret-hoard-lasers-11032011.html |archive-date=November 4, 2011 |quote=The iPhone maker spends lavishly on all stages of the manufacturing process, giving it a huge operations advantage}}</ref><ref>{{Cite news |date=November 9, 2011 |title=Ruthlessness and lasers: Apple's supply chain revealed |work=Financial Post |publisher=Business.financialpost.com |url=http://business.financialpost.com/2011/11/09/ruthlessness-and-lasers-apples-supply-chain-revealed |access-date=December 24, 2011}}</ref>

In May 2017, the company announced a $1 billion funding project for "advanced manufacturing" in the United States,<ref>{{Cite web|last=Statt|first=Nick|date=May 3, 2017|title=Tim Cook says Apple is investing $1 billion in US manufacturing|url=https://www.theverge.com/2017/5/3/15537742/apple-ceo-tim-cook-1-billion-us-manufacturing-investment|access-date=December 14, 2017|website=[[The Verge]]|publisher=[[Company:Vox Media|Vox Media]]}}; {{Cite web|last=Ochs|first=Susie|date=May 3, 2017|title=Apple joins 'Made in America' trend with $1 billion fund to promote U.S. manufacturing|url=https://www.macworld.com/article/3194332/hardware/apple-to-invest-1-billion-in-an-advanced-manufacturing-fund.html|access-date=December 14, 2017|website=Macworld|publisher=International Data Group}}</ref> and subsequently invested $200&nbsp;million in [[Company:Corning Inc.|Corning Inc.]], a manufacturer of toughened [[Physics:Gorilla Glass|Gorilla Glass]] technology used in its [[Engineering:IPhone|iPhone]] devices.<ref>{{Cite web|last=Gartenberg|first=Chaim|date=May 12, 2017|title=Apple's first target for its $1 billion US manufacturing fund is glass supplier Corning|url=https://www.theverge.com/2017/5/12/15629568/apple-us-advanced-manufacturing-fund-corning-gorilla-glass-investment|access-date=December 14, 2017|website=[[The Verge]]|publisher=[[Company:Vox Media|Vox Media]]}}; {{Cite web|last=Heater|first=Brian|date=May 12, 2017|title=Gorilla Glass maker Corning gets $200 million from Apple's US manufacturing investment fund|url=https://techcrunch.com/2017/05/12/gorilla-glass-maker-corning-gets-200-million-from-apples-us-manufacturing-investment-fund|access-date=December 14, 2017|website=TechCrunch|publisher=Oath Inc.}}</ref> The following December, Apple's chief operating officer, Jeff Williams, told ''CNBC'' that the "$1 billion" amount was "absolutely not" the final limit on its spending, elaborating that "We're not thinking in terms of a fund limit... We're thinking about, where are the opportunities across the U.S. to help nurture companies that are making the advanced technology— and the advanced manufacturing that goes with that— that quite frankly is essential to our innovation."<ref>{{Cite web|last=Salinas|first=Sara|date=December 13, 2017|title=Apple has a $1 billion fund for US manufacturers, but it's ready to spend more, says COO Jeff Williams|url=https://www.cnbc.com/2017/12/13/apple-coo-jeff-williams-we-could-invest-more-than-1-billion-in-us.html|access-date=December 14, 2017|website={{wipe|CNBC}}|publisher=NBCUniversal News Group}}; {{Cite web|last=Miller|first=Chance|date=December 13, 2017|title=Jeff Williams says Apple is prepared to invest more than $1B in US manufacturers|url=https://9to5mac.com/2017/12/13/apple-invest-in-us-manufacturing|access-date=December 14, 2017|website=9to5Mac}}</ref>

{{as of|2021}}, Apple uses components from 43 countries.<ref>{{Cite web|last=Petrova|first=Magdalena|date=December 14, 2018|title=We traced what it takes to make an iPhone, from its initial design to the components and raw materials needed to make it a reality|url=https://www.cnbc.com/2018/12/13/inside-apple-iphone-where-parts-and-materials-come-from.html|access-date=July 15, 2021|website=CNBC|language=en}}</ref> The majority of assembling is done by Taiwanese original design manufacturer firms [[Company:Foxconn|Foxconn]], Pegatron, [[Company:Wistron|Wistron]] and [[Company:Compal Electronics|Compal Electronics]] with factories mostly located inside China,<ref>{{Cite web|last=Moorhead|first=Patrick|title=Who Are Apple's iPhone Contract Manufacturers?|url=https://www.forbes.com/sites/patrickmoorhead/2019/04/13/who-are-apples-iphone-contract-manufacturers|access-date=July 15, 2021|website=Forbes|language=en}}</ref> but also Brazil,<ref>{{Cite web|date=August 29, 2019|title=Apple's India and Brazil iPhone plants haven't reduced its dependence on China: Report|url=https://www.firstpost.com/tech/news-analysis/apples-india-and-brazil-iphone-plants-havent-reduced-dependence-on-china-report-7246191.html|access-date=July 15, 2021|website=Tech2}}</ref> and India.<ref>{{Cite news |last1=Blanchard |first2=Sankalp |last2=Phartiyal |first3=Aftab |last3=Ahmed |first1=Ben |date=February 9, 2021 |title=Apple supplier Wistron to restart India factory, still on probation |language=en |work=Reuters |url=https://www.reuters.com/article/us-apple-india-wistron-idUSKBN2A90PU |access-date=July 15, 2021}}</ref>

[[Company:TSMC|Taiwan Semiconductor Manufacturing Co.]], (TSMC) is a [[Physics:Foundry model|pure-play semiconductor]] manufacturing company. They make the majority of Apple's smartphone SoCs, with Samsung Semiconductor, playing a minority role.<ref>{{Cite web|title=Apple's rumored chip switch from Samsung to TSMC may send shockwaves through industry|url=https://appleinsider.com/articles/12/11/28/apples-rumored-chip-switch-from-samsung-to-tsmc-may-send-shockwaves-through-industry|access-date=May 24, 2022|website=AppleInsider|date=November 28, 2012 |language=en |first=Sam |last=Oliver}}</ref> Apple, alone accounted for over 25% of TSMC's total income in 2021.<ref>{{Cite web|last=Friedman|first=Alan|title=New report explains why TSMC favors Apple; Intel seeks to recapture process node leadership|url=https://www.phonearena.com/news/apple-accounts-for-quarter-of-tsmc-top-line_id137277|access-date=May 24, 2022|website=Phone Arena|date=December 18, 2021 |language=en-US}}</ref> Apple's Bionic lineup of smartphone SoCs, are currently made exclusively by TSMC<ref>{{Cite web|last=Zibreg|first=Christian|date=October 12, 2018|title=TSMC will exclusively build Apple A13 chips for 2019 iPhone and iPad models|url=https://www.idownloadblog.com/2018/10/12/tsmc-apple-a13|access-date=May 24, 2022|website=iDownloadBlog.com|language=en-US}}</ref> from the A11 bionic onward, previously manufacturing was shared with Samsung. The M series of Apple SoC for consumer computers and tablets is made by TSMC.<ref>{{Cite web|title=Apple M1 Chip: Everything You Need to Know|url=https://www.macrumors.com/guide/m1|access-date=May 24, 2022|website=MacRumors|language=en}}</ref>

During the Mac's early history Apple generally refused to adopt prevailing industry standards for hardware, instead creating their own.<ref>{{Cite web|date=March 17, 2001|title=Mac Ports|url=http://lawlor.cs.uaf.edu/~olawlor/ref/mac_ports/index.html|access-date=October 7, 2011|publisher=Lawlor.cs.uaf.edu}}</ref> This trend was largely reversed in the late 1990s, beginning with Apple's adoption of the [[Engineering:Peripheral Component Interconnect|PCI]] bus in the 7500/8500/9500 Power Macs. Apple has since joined the industry standards groups to influence the future direction of technology standards such as [[Engineering:USB|USB]], [[Engineering:Accelerated Graphics Port|AGP]], [[HyperTransport]], [[Wi-Fi]], [[Engineering:NVM Express|NVMe]], [[Engineering:PCI Express|PCIe]] and others in its products. FireWire is an Apple-originated standard that was widely adopted across the industry after it was standardized as [[Engineering:IEEE 1394|IEEE 1394]] and is a legally mandated port in all Cable TV boxes in the United States.<ref>{{Cite web|title=1394 Trade Association: What is 1394?|url=http://www.1394ta.org/consumers/WhatIsFireWire.html|url-status=dead|archive-url=https://web.archive.org/web/20140404152533/http://www.1394ta.org/consumers/WhatIsFireWire.html|archive-date=April 4, 2014}}</ref>

Apple has gradually expanded its efforts in getting its products into the Indian market. In July 2012, during a conference call with investors, CEO Tim Cook said that he "[loves] India", but that Apple saw larger opportunities outside the region.<ref>{{Cite web|last=Lunden|first=Ingrid|date=July 24, 2012|title=Apple's Feeling Europe's Economic Crisis: 'Essentially Flat' Sales And A 'Slowdown' In Business, Says Cook|url=https://techcrunch.com/2012/07/24/apples-feeling-europes-economic-crisis-essentially-flat-revenues|access-date=May 24, 2017|website=TechCrunch|publisher=AOL}}</ref> India's requirement that 30% of products sold be manufactured in the country was described as "really adds cost to getting product to market".<ref>{{Cite web|date=July 25, 2012|title=Apple CEO Tim Cook: 'I love India, but...'|url=http://gadgets.ndtv.com/mobiles/news/apple-ceo-tim-cook-i-love-india-but-247307|access-date=May 24, 2017|website=Gadgets360|publisher=NDTV}}</ref> In May 2016, Apple opened an iOS app development center in Bangalore and a maps development office for 4,000 staff in Hyderabad.<ref>{{Cite press release |url=https://www.apple.com/in/newsroom/2016/05/19Apple-Opens-Development-Office-in-Hyderabad |title=Apple Opens Development Office in Hyderabad |publisher=Apple Inc. |access-date=October 18, 2017}}; {{Cite web|last=Rai|first=Saritha|date=May 17, 2016|title=Apple CEO Makes First India Trip With Billion Phone Sales at Stake|url=https://www.bloomberg.com/news/articles/2016-05-17/apple-ceo-tim-cook-visiting-india-an-important-growth-market|access-date=May 24, 2017|website=Bloomberg Technology|publisher=[[Company:Bloomberg L.P.|Bloomberg L.P.]]}}; {{Cite web|last=Byford|first=Sam|date=May 18, 2016|title=Apple announces app development accelerator in Bangalore, India|url=https://www.theverge.com/2016/5/18/11699060/apple-india-app-accelerator-bengaluru|access-date=May 24, 2017|website=[[The Verge]]}}; {{Cite web|last=Russell|first=Jon|date=May 17, 2016|title=Apple is opening an app design and development accelerator in India|url=https://techcrunch.com/2016/05/17/apple-is-opening-an-app-design-and-development-accelerator-in-india|access-date=May 24, 2017|website=TechCrunch|publisher=AOL}}</ref> In March, ''{{wipe|The Wall Street Journal}}'' reported that Apple would begin manufacturing iPhone models in India "over the next two months",<ref>{{Cite news |last1=Roy |first1=Rajesh |last2=Purnell |first2=Newley |date=March 23, 2017 |title=Apple to Start Making iPhones in India Over Next Two Months |work={{wipe|The Wall Street Journal}} |url=https://www.wsj.com/articles/apple-likely-to-start-making-iphones-in-india-over-next-two-months-1490269258 |url-access=subscription |access-date=May 24, 2017}}; {{Cite web|last=Gartenberg|first=Chaim|date=March 23, 2017|title=Apple reportedly to start manufacturing iPhones in India|url=https://www.theverge.com/circuitbreaker/2017/3/23/15041572/apple-manufacturing-iphones-india-wistron-corp|access-date=May 24, 2017|website=[[The Verge]]}}</ref> and in May, the ''Journal'' wrote that an Apple manufacturer had begun production of [[Engineering:IPhone SE (1st generation)|iPhone SE]] in the country,<ref>{{Cite news |last1=Roy |first1=Rajesh |last2=Purnell |first2=Newley |last3=Mickle |first3=Tripp |date=May 17, 2017 |title=Apple Assembles First iPhones in India |work={{wipe|The Wall Street Journal}} |url=https://www.wsj.com/articles/apple-assembles-first-iphones-in-india-1495016276 |url-access=subscription |access-date=May 24, 2017}}; {{Cite web|last=Mayo|first=Benjamin|date=May 17, 2017|title=Apple has started production of iPhone SE in India, shipping to customers later in May|url=https://9to5mac.com/2017/05/17/iphone-made-in-india-2|access-date=May 24, 2017|website=9to5Mac}}</ref> while Apple told ''{{wipe|CNBC}}'' that the manufacturing was for a "small number" of units.<ref>{{Cite web|last=Haselton|first=Todd|date=May 17, 2017|title=Apple begins manufacturing iPhone SE in India|url=https://www.cnbc.com/2017/05/17/apple-begins-manufacturing-iphone-se-in-india.html|access-date=May 24, 2017|website={{wipe|CNBC}}|publisher=NBCUniversal News Group}}</ref> In April 2019, Apple initiated manufacturing of iPhone 7 at its Bengaluru facility, keeping in mind demand from local customers even as they seek more incentives from the government of India.<ref>{{Cite web|date=April 2, 2019|title=Apple starts iPhone 7 production in Bengaluru|url=https://www.livemint.com/technology/gadgets/apple-starts-iphone-7-production-in-bengaluru-1554184978055.html|access-date=April 2, 2019|website=livemint.com|language=en}}</ref> At the beginning of 2020, Tim Cook announced that Apple schedules the opening of its first physical outlet in India for 2021, while an online store is to be launched by the end of the year.<ref>{{Cite news |date=February 27, 2020 |title=Apple to open first Indian store in 2021 |language=en-GB |work=BBC News |url=https://www.bbc.com/news/technology-51654274 |access-date=February 27, 2020}}</ref>

During the 2022 COVID-19 protests in China, Chinese state-owned company Wingtech was reported by ''{{wipe|The Wall Street Journal}}'' to gain an additional foothold in Apple's supply chain following protests at a Foxconn factory in the Zhengzhou Airport Economy Zone.<ref>{{Cite news |last1=Yang |first1=Jie |last2=Tilley |first2=Aaron |date=December 3, 2022 |title=Apple Makes Plans to Move Production Out of China |work={{wipe|The Wall Street Journal}} |url=https://www.wsj.com/articles/apple-china-factory-protests-foxconn-manufacturing-production-supply-chain-11670023099 |access-date=December 4, 2022}}</ref>

===Worker organizations===
In 2006, one complex of factories in Shenzhen, China that assembled the iPod and other items had over 200,000 workers living and working within it. Employees regularly worked more than 60 hours per week and made around $100 per month. A little over half of the workers' earnings was required to pay for rent and food from the company.<ref name="wpsweatshop">{{Cite news |last=Musgrove |first=Mike |date=June 16, 2006 |title=Sweatshop Conditions at IPod Factory Reported |newspaper={{wipe|The Washington Post}} |url=https://www.washingtonpost.com/wp-dyn/content/article/2006/06/15/AR2006061501898.html}}</ref><ref>{{Cite magazine |last=Kahney |first=Leander |date=June 13, 2006 |title=Judging Apple Sweatshop Charge |url=https://www.wired.com/gadgets/mac/commentary/cultofmac/2006/06/71138 |url-status=live |magazine=Wired |archive-url=https://web.archive.org/web/20080616163344/http://www.wired.com/gadgets/mac/commentary/cultofmac/2006/06/71138 |archive-date=June 16, 2008}}; {{Cite news |last=Dean |first=Jason |date=August 11, 2007 |title=The Forbidden City of Terry Gou |work={{wipe|The Wall Street Journal}} |url=https://www.wsj.com/articles/SB118677584137994489 |url-access=subscription}}; {{Cite news |last=Johnson |first=Joel |date=November 2, 2010 |title=Where the Workers Who Made Your iPhone Sleep at Night |magazine=Wired |url=https://www.wired.com/2010/11/foxconn-photo-gallery |url-status=live |access-date=November 13, 2010 |archive-url=https://web.archive.org/web/20101104233204/http://www.wired.com/gadgetlab/2010/11/foxconn-photo-gallery/?pid=731&viewall=true |archive-date=November 4, 2010}}</ref>

Apple immediately launched an investigation after the 2006 media report, and worked with their manufacturers to ensure acceptable working conditions.<ref>{{Cite magazine |last=Morphy |first=Ericka |date=January 31, 2008 |title=Apple, IT and the Specter of Sweatshop Labor |url=http://www.macnewsworld.com/story/61454.html |magazine=Mac News World |access-date=April 10, 2008 |archive-date=May 8, 2013 |archive-url=https://web.archive.org/web/20130508222611/http://www.macnewsworld.com/story/61454.html |url-status=dead }}</ref> In 2007, Apple started yearly audits of all its suppliers regarding worker's rights, slowly raising standards and pruning suppliers that did not comply. Yearly progress reports have been published {{as of|2008|lc=true}}.<ref>{{Cite web|title=Apple 2010 Supplier Responsibility Report|url=https://www.apple.com/supplier-responsibility/pdf/Apple_SR_2010_Progress_Report.pdf|url-status=live|archive-url=https://ghostarchive.org/archive/20221009/https://www.apple.com/supplier-responsibility/pdf/Apple_SR_2010_Progress_Report.pdf|archive-date=October 9, 2022|access-date=March 26, 2019|publisher=Apple Inc.}}</ref> In 2011, Apple admitted that its suppliers' child labor practices in China had worsened.<ref>{{Cite news |date=February 15, 2011 |title=Apple's child labour issues worsen |work=The Telegraph |location=London |url=https://www.telegraph.co.uk/technology/apple/8324867/Apples-child-labour-issues-worsen.html |url-status=live |url-access=subscription |access-date=October 7, 2011 |archive-url=https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/technology/apple/8324867/Apples-child-labour-issues-worsen.html |archive-date=January 10, 2022}}{{cbignore}}</ref>

The Foxconn suicides occurred between January and November 2010, when 18 [[Company:Foxconn|Foxconn]] ({{zh|c=富士康}}) employees attempted [[Medicine:Suicide|suicide]],<ref name="tian">{{Cite news |last=Lau |first=Mimi |date=December 15, 2010 |title=Struggle for Foxconn girl who wanted to die |work=South China Morning Post |location=Wuhan, Hubei}}</ref> resulting in 14 deaths—the company was the world's largest contract electronics manufacturer, for clients including Apple, at the time.<ref name="tian" /><ref name="scmpreport">{{Cite news |last=Tam |first=Fiona |date=October 11, 2010 |title=Foxconn factories are labour camps: report |work=South China Morning Post}}</ref><ref name="reuters3">{{Cite news |date=November 5, 2010 |title=Foxconn worker plunges to death at China plant: report |work={{wipe|Reuters}} |url=https://www.reuters.com/article/idUSTRE6A41M920101105}}</ref><!-- 6:05&nbsp;am EDT --> The suicides drew media attention, and employment practices at Foxconn were investigated by Apple.<ref name="WSJ-Foxconn">{{Cite news |last=Dean |first=Jason |date=May 27, 2010 |title=Suicides Spark Inquiries |work={{wipe|The Wall Street Journal}} |url=https://www.wsj.com/articles/SB10001424052748704026204575267603576594936 |url-access=subscription |access-date=May 29, 2010}}</ref> Apple issued a public statement about the suicides, and company spokesperson Steven Dowling said:

{{Blockquote | style=font-size:100%
|[Apple is] saddened and upset by the recent suicides at Foxconn ... A team from Apple is independently evaluating the steps they are taking to address these tragic events and we will continue our ongoing inspections of the facilities where our products are made.<ref name="pledge">{{Cite news |last=Foreman |first=William |date=May 26, 2010 |title=Tech: Apple Supplier Foxconn Suffers 10th Death This Year, Asks Workers To Sign Anti-Suicide Pledge |work=HuffPost |url=https://www.huffpost.com/entry/foxconn-suffers-10th-deat_n_588524}}</ref>}}

The statement was released after the results from the company's probe into its suppliers' labor practices were published in early 2010. Foxconn was not specifically named in the report, but Apple identified a series of serious labor violations of labor laws, including Apple's own rules, and some child labor existed in a number of factories.<ref name="pledge" /> Apple committed to the implementation of changes following the suicides.<ref name="Fire">{{Cite news |date=December 19, 2014 |title=Apple under fire again for working conditions at Chinese factories |work={{wipe|The Guardian}} |url=https://www.theguardian.com/technology/2014/dec/19/apple-under-fire-again-for-working-conditions-at-chinese-factories |access-date=March 23, 2017}}</ref>

Also in 2010, workers in China planned to sue iPhone contractors over poisoning by a cleaner used to clean LCD screens. One worker claimed that he and his coworkers had not been informed of possible occupational illnesses.<ref>{{Cite magazine |last=Chen |first=Brian X. |date=May 14, 2010 |title=Workers Plan to Sue iPhone Contractor Over Poisoning |url=https://www.wired.com/gadgetlab/2010/05/wintek-employees-sue |magazine=Wired}}</ref> After a high suicide rate in a Foxconn facility in China making iPads and iPhones, albeit a lower rate than that of China as a whole,<ref>{{Cite news |date=May 27, 2010 |title=Suicides at Foxconn: Light and death |newspaper=[[Finance:The Economist|The Economist]] |url=https://www.economist.com/node/16231588 |access-date=April 24, 2012}}</ref> workers were forced to sign a legally binding document guaranteeing that they would not kill themselves.<ref>{{Cite book |last1=Žižek |first1=Slavoj |url=https://books.google.com/books?id=5DdOBQAAQBAJ&pg=PP22 |title=What Does Europe Want?: The Union and Its Discontents |last2=Horvat |first2=Srećko |date=2014 |publisher=Columbia University Press |isbn=978-0-231-17107-6 |page=xxi}}</ref> Workers in factories producing Apple products have also been exposed to [[Chemistry:Hexane|hexane]], a [[Chemistry:Neurotoxin|neurotoxin]] that is a cheaper alternative than alcohol for cleaning the products.<ref>[http://www.abc.net.au/news/stories/2010/10/26/3048024.htm Workers poisoned while making iPhones] ABC News, October 25, 2010; [http://www.abc.net.au/foreign/content/2010/s3044840.htm Dirty Secrets] {{Webarchive|url=https://web.archive.org/web/20170525081658/http://www.abc.net.au/foreign/content/2010/s3044840.htm|date=May 25, 2017}} ABC News Foreign Correspondent, October 26, 2010; [https://www.osha.gov/SLTC/healthguidelines/n-hexane/recognition.html Occupational Safety and Health Guideline for n-Hexane] {{Webarchive|url=https://web.archive.org/web/20130504125822/https://www.osha.gov/SLTC/healthguidelines/n-hexane/recognition.html|date=May 4, 2013}}, [[Organization:Occupational Safety and Health Administration|Occupational Safety and Health Administration]].</ref>

A 2014 BBC investigation found excessive hours and other problems persisted, after Apple's promise to reform factory practice after the 2010 Foxconn suicides. The Pegatron factory was again the subject of review, as reporters gained access to the working conditions inside through recruitment as employees. The BBC maintained that the experiences of its reporters showed that labor violations were continuing {{as of|2010|lc=true}}, but Apple publicly disagreed with the BBC and stated: "We are aware of no other company doing as much as Apple to ensure fair and safe working conditions".<ref name="Fire" />

In December 2014, the [[Organization:Institute for Global Labour and Human Rights|Institute for Global Labour and Human Rights]] published a report which documented inhumane conditions for the 15,000 workers at a Zhen Ding Technology factory in Shenzhen, China, which serves as a major supplier of circuit boards for Apple's iPhone and iPad. According to the report, workers are pressured into 65-hour work weeks which leaves them so exhausted that they often sleep during lunch breaks. They are also made to reside in "primitive, dark and filthy dorms" where they sleep "on plywood, with six to ten workers in each crowded room." Omnipresent security personnel also routinely harass and beat the workers.<ref>{{Cite news |last=Jamieson |first=Dave |date=December 23, 2014 |title=The Factory Workers Behind Your iPhone Are Too Tired To Eat, Report Says |work=HuffPost |url=https://www.huffpost.com/entry/apple-zhen-ding-labor_n_6372294}}; [http://www.globallabourrights.org/reports/exhaustion-has-no-limit-at-apple-supplier-in-china Exhaustion Has No Limit at Apple Supplier in China] {{Webarchive|url=https://web.archive.org/web/20141224223906/http://www.globallabourrights.org/reports/exhaustion-has-no-limit-at-apple-supplier-in-china|date=December 24, 2014}}. [[Organization:Institute for Global Labour and Human Rights|Institute for Global Labour and Human Rights]]. December 22, 2014.</ref>

In 2019, there were reports stating that some of Foxconn's managers had used rejected parts to build iPhones and that Apple was investigating the issue.<ref>{{Cite web|last=Lovejoy|first=Ben|date=December 18, 2019|title=$43M fraud by Foxconn managers selling iPhones made from rejected parts|url=https://9to5mac.com/2019/12/18/iphones-made-from-rejected-parts|website=9to5Mac}}</ref>

==See also==
* List of Apple Inc. media events
* Pixar

==Notes==
{{Notelist}}

==References==
{{Reflist}}

===Bibliography===
{{Refbegin}}
* {{Cite book |last=Price |first=Rob |title=So Far: The First Ten Years of a Vision |publisher=Apple Computer |year=1987 |isbn=978-1-55693-974-7}}
* {{Cite web |last=Polsson |first=Ken |title=Chronology of Events in the History of Microcomputers |url=http://www.microprocessor.sscc.ru/comphist |archive-url=https://web.archive.org/web/20080602225734/http://www.microprocessor.sscc.ru/comphist |archive-date=June 2, 2008 |access-date=August 18, 2008}}
{{Refend}}

==Further reading==
{{Refbegin}}
* {{Cite book |last1=Amelio |first1=Gil |url=https://archive.org/details/onfiringlinemy5000gila |title=On the Firing Line: My 500 Days at Apple |last2=Simon |first2=William L. |publisher=Harper Business |year=1999 |isbn=978-0-88730-919-9 |location=New York |oclc=41424094 |}}
* {{Cite book |last=Carlton |first=Jim |title=Apple: The Inside Story of Intrigue, Egomania and Business Blunders |publisher=Random House Business Books |year=1998 |isbn=978-0-88730-965-6 |edition=Revised |oclc=1068545200}}
* {{Cite book |last=Deutschman |first=Alan |url=https://archive.org/details/secondcomingofst00deut |title=The Second Coming of Steve Jobs |publisher=Broadway Books |year=2000 |isbn=978-0-7679-0432-2 |oclc=59470055}}
* {{Cite book |last=Hertzfeld |first=Andy |title=Revolution in the Valley: The Insanely Great Story of How the Mac Was Made |title-link=Revolution in the Valley |publisher=O'Reilly Books |year=2004 |isbn=978-0-596-00719-5 |oclc=774133318 |}}
* {{Cite book |last=Kunkel |first=Paul |url=https://archive.org/details/DTCA3DOC-230_industrial_design |title=AppleDesign: The Work of the Apple Industrial Design Group |year=1997 |publisher=Graphis Incorporated |isbn=978-1-888001-25-9 |oclc=450559301 |url-access=registration}}
* {{Cite book |last=Lashinsky |first=Adam |title=Inside Apple: How America's Most Admired—and Secretive—Company Really Works |title-link=Inside Apple |year=2013 |publisher=Grand Central |isbn=978-1-4555-1216-4 |oclc=984131988}}
* {{Cite book |last=O'Grady |first=Jason D. |title=Apple Inc. |publisher=ABC-CLIO |year=2009 |isbn=978-0-313-36244-6}}
* {{Cite book |last=Levy |first=Steven |title=Insanely Great: The Life and Times of Macintosh, the Computer That Changed Everything |publisher=Penguin Books |year=2000 |isbn=978-0-14-029177-3 |location=New York |oclc=474924791 |orig-year=1994}}
* {{Cite book |last=Linzmayer |first=Owen |title=Apple Confidential 2.0 |publisher=No Starch Press |year=2004 |isbn=978-1-59327-010-0 |oclc=921280642}}
* {{Cite book |last=Rose |first=Frank |url=https://archive.org/details/westofedenendofi00rose |title=West of Eden: The End of Innocence at Apple Computer |publisher=Penguin Books |year=1990 |isbn=978-0-14-009372-8 |oclc=924684399}}
* {{Cite book |last1=Sculley |first1=John |title=Odyssey: Pepsi to Apple ... A Journey of Adventure, Ideas and the Future |last2=Byrne |first2=John A. |publisher=Diane Pub Co |year=1990 |isbn=978-0-7881-6949-6 |oclc=947796756 |orig-year=October 1, 1987}}
* {{Cite book |last1=Wozniak |first1=Steve |title=iWoz: From Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It |title-link=iWoz: From Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It |last2=Smith |first2=Gina |publisher=W. W. Norton & Company |year=2006 |isbn=978-0-393-06143-7 |oclc=502898652 |author-link2=Gina Smith (author)}}
* {{Cite book |last=Young |first=Jeffrey S. |title=Steve Jobs: The Journey Is the Reward |publisher=Lynx Books |year=1988 |isbn=978-1-55802-378-9 |oclc=502695173}}
* {{Cite book |last1=Young |first1=Jeffrey S. |url=https://archive.org/details/iconstevejobsgre00jeff |title=iCon Steve Jobs: The Greatest Second Act in the History of Business |last2=Simon |first2=William L. |publisher=John Wiley & Sons |year=2005 |isbn=978-0-471-72083-6 |oclc=487439489}}
{{Refend}}

==External links==
{{Finance links
| name = Apple Inc.
| symbol = AAPL
| reuters = AAPL.O
| bloomberg = AAPL:US
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| yahoo = AAPL
}}
* {{OpenCorp|Apple}}

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