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Apple, Inc. is an American company that designs and produces electronic equipment, software, and online services. Its headquarters are in Apple Park, in Cupertino, California, United States, and its European headquarters are in the city of Cork, Ireland. Its hardware products include the iPhone smartphone, tablet iPad, Mac personal computer, iPod portable media player, Apple Watch smartwatch, and Apple TV digital media player. Apple software includes the operating systems iOS, iPadOS, macOS, watchOS, and tvOS, the iTunes media browser, the iWork suite (productivity software), Final Cut Pro X (a professional video editing suite), Logic Pro (software for audio editing on audio tracks), Xsan (software for data exchange between servers) and the Safari web browser.

As of May 2014, the company operated more than 408 of its own stores in nine countries, thousands of distributors (including premium distributors or Apple Premium Resellers) and an online store (available at several countries) where its products are sold and technical assistance is provided. According to Fortune magazine, Apple was the most attractive company in the world between 2008 and 2012. In 2015, it became the most valuable company in the world according to the BrandZ index, reaching 247,000 million of euros of value. On August 3, 2018, according to The Wall Street Journal, the company became the first company to achieve a market capitalization of 2 trillion (billion) dollars. In 2020, its value was estimated at about 2.5 trillion dollars and as of January 3, 2022, it exceeded the figure of 3 trillion dollars. .

The first two Apple Inc stores opened in the United States in 2001. In 2003, it expanded its network in Japan, opening the first store outside the US. This was followed by the opening of stores in Australia, Belgium, Japan, Canada, Denmark, United Kingdom, Italy, Singapore, Germany, Sweden, France, Netherlands, Switzerland, Austria, South Korea, Macau, Taiwan, Turkey, United Arab Emirates, Poland, Thailand, and the Republic of China, and with authorized dealers in Saudi Arabia, Norway, New Zealand, South Africa, Iceland, Estonia, Russia, Ireland, Finland, India, Morocco, Luxembourg and Egypt. In Latin America, it has stores in Spain, Mexico and Brazil, as well as having authorized distributors in Portugal, Colombia, Argentina, Chile, Peru, Panama, the Dominican Republic and Costa Rica.

History and Evolution

1976-1980: Foundation and incorporation

An Apple I at the Smithsonian Institute.

Steve Wozniak and Steve Jobs met in 1971, when a mutual friend, Bill Fernandez, introduced Wozniak, who was 21, to Jobs, then 15. Steve Wozniak, who liked to be called Woz, had always felt a great attraction for electronics in general, designing circuits on paper since he was little and then trying to optimize them as much as possible. Given his fondness for electronics, Woz & # 34; sponsored & # 34; other guys who liked the subject, like Bill Fernández, or Steve Jobs himself.

Soon Wozniak began spending more and more time building his own computer out of paper. After relatively unsuccessful attempts at his work office at Hewlett-Packard (his bosses saw the project and were not interested and authorized him to continue it), his efforts finally resulted in what would become the Apple I. After the presentation of his computer at the Homebrew Computer Club and wowing its participants, Jobs quickly saw the business opportunity, so he began promoting the computer to other computer enthusiasts at the Homebrew Computer Club and other digital electronics stores.

Shortly after they began to receive small orders for computers that they built themselves with handmade machines, selling about 200 copies of their Apple I machine. On April 1, 1976, Apple Computer was founded through a contract signed by its three shareholders: Steve Wozniak, Steve Jobs and Ron Wayne, the latter a former Jobs co-worker at the Atari company, and with barely 10% of the new company. Twelve days after the founding Wayne sells his shares for US$800 and over time the original contract that he himself signed for US$500. Said contract was later auctioned on December 13, 2011 in New York, which was based on an initial value of between 100 and 150 thousand dollars, but it eventually reached a retail value of $1.59 million. More friends joined them, but the Apple I's capabilities were limited, so they began looking for financing. Eventually, Jobs met Mike Markkula, who agreed to invest $250,000.

In total, around two hundred units were produced and sold at USD 666.66 per unit, but the success was such that they could not keep up with so much demand. The Apple I's features were limited by how little money Jobs and Wozniak had. In fact, to build the prototype, Jobs had to sell his truck and Woz his HP programmable calculator.

The Apple II and success

Apple Campus, in Cupertino, California, former company headquarters

With the money earned from the sale of the Apple I, Apple was able to start thinking about a much more ambitious machine: the Apple II. For Wozniak, the Apple II was going to be just the computer he would have wanted to build if he hadn't had the financial constraints he had with the Apple I. He had the idea of including video memory in the computer to handle the color display, just as mode that included numerous expansion cards so that users could expand the capabilities of the computer according to their own needs.

With the design of the first Apple II prototype just completed, Apple decided to attend the Personal Computing Festival, a new competition. There, the fledgling microcomputing industry could show its progress and make business and contacts. On the flight to Philadelphia, where it would be held in 1976, the founders of Apple met the founders of Processor Technology and their newly designed Sol computer on the plane, a coincidence that had a great impact on the future. immediate from Apple.

The vast majority of machines and companies dedicated to microcomputing in 1976, and therefore practically all of those that made up the festival, were generally young computer fanatics with kits that users had to assemble and/or solder to be able to do work, therefore focused above all on electronics enthusiasts. However, Processor Technology offered a much more serious and professional image, and its Sol was a computer that, although it was focused, like the others, as a kit that had to be assembled, there was also the possibility of acquiring it as an already assembled computer. and ready to use.

It was then that Steve Jobs understood that the future did not lie in boards with components that users had to assemble and solder themselves, but in computers like the Sun, already assembled and prepared for the use and enjoyment of the users. Therefore, the Apple II, which had not yet gone on sale, had to incorporate the video output, the keyboard and everything else he needed in a plastic box to make it easier to use.

Apple II

While Steve Wozniak was the designer of all the logic and electronics for the Apple II, Steve Jobs was the creator of Apple's concept and vision of the future, while also looking for a way to create a product that could satisfy everyone. all users, and not just the most technical ones. Apart from the decision to sell the Apple II as a neatly packaged package, other important decisions of his were to invest in better power supply systems and control of the equipment's heating, the Apple II being a completely silent computer thanks to the fact that it did not need fans. to control its temperature.

But designing such a machine required a lot of money and skilled staff, something they didn't have. No bank wanted to take a risk on such a project, especially in those days: a computer usable by the general public seemed absurd at the time, since the possible assets of the inhabitants were scarce to buy this type of technology. Ronald Wayne, who had helped Jobs and Wozniak conceive of the Apple I, was skeptical of such a project's chances of success and left the company. Jobs finally met Mike Markkula in 1977, who provided his expertise on matters and a check for $250,000 to Apple's equity. He also provided Apple's first President of his own, Mike Scott, on that occasion.

The final model of the Apple II was presented to the public in April 1977, becoming the canon of what a personal computer should be from then on. For this reason, Apple changed its logo to the famous colored apple logo, which recalled that the Apple II was one of the first computers to have a color monitor.

Other theories claim that the logo was in honor of the mathematician and forerunner of computer science Alan Turing, who died after biting into an apple.

In mid-1979, Apple introduced the Apple II+, an evolution of the Apple II with notably more memory (48 KiB expandable to 64 KiB) and BASIC programming language.

Much of Apple's success was based on the fact that it was a computer made to please both expert hackers and the most profane public in terms of computing. Soon, the software base for the Apple II began to grow, making the computer more attractive to the rest of the public, especially when the first spreadsheet in history, VisiCalc, appeared on the market. which single-handedly sold thousands of Apple II computers.

Later Computers

Apple III

While the Apple II enjoyed growing success, Apple is already working on its successors. The Lisa was to be an evolution of the Apple II, a transitional machine before the Lisa and Macintosh would be a new class of computers. For the successor to the Apple II, Steve Jobs wanted an even more advanced machine to contribute to the business computing market. The engineers had to adjust to very ambitious or sometimes almost impossible goals (a recurring theme in the history of Apple), especially considering that the development period for this machine was short (just under a year). Although sales of the Apple II were stronger than ever, Apple thought that sales would start to decline soon, so it would be necessary to introduce its successor as quickly as possible.

The computer was finally introduced in May 1980 under the name Apple III. Unfortunately, some technical choices, including the absence of a fan, caused many computers to overheat. Thousands of Apple IIIs had to be replaced. A few months later, in November 1981, Apple released a new version of the Apple III, which corrected all the major problems in the initial version. An Apple III+ even came out in 1983. But early problems discouraged buyers and were the reason the Apple III became Apple's first major commercial flop. Only 65,000 devices had been sold by the end of the summer, while Apple planned to sell millions as the Apple II. The computers that came out in the following years carried the name of Apple II (IIe in January 1983, IIc in 1984, etc.) to forget the troubles of the Apple III.

Despite the failure of the Apple III, Apple still had two models to develop: the Lisa and the Macintosh. Apple's big bet was Lisa, which was to become the new generation of Apple computers and with which it was also intended to attack the business market that had been denied to it with the Apple III and which was nevertheless being covered by IBM PC, while the Macintosh was a project started by Jef Raskin to build a very cheap and easy to use small computer intended for the home market.

Apple Lisa with a hard drive on top

The Apple Lisa was intended to be the next generation of computers, and no expense was spared to achieve it. Included in the final model was a monitor, two floppy drives, a 5 megabyte hard drive (somewhat huge for the time), and a whole megabyte (1 MiB) of RAM. However, what first jumped out at the sight were not all these features, but the GUI, its new icon-based user interface that was activated by pointing with an arrow controlled by a curious device called a mouse or mouse.

On December 12, 1980, Apple went public. Until that time, only a few of Apple's employees owned shares in the company. Within minutes, the 4.6 million shares were sold for $22 each, instantly increasing Apple's equity by $100 million. At the same time, dozens of Apple employees became millionaires.

Despite the company's financial successes and global expansion, 1981 was a tough year for Apple. Apart from the Apple III problems, in February of this year, it was decided to purge the staff; for which reason it authorized the dismissal of 40 Apple workers (in total, the company exceeded 1000 employees). The following month, the purged this time was the same president, Scott, being replaced by Mike Markkula and Steve Jobs assuming the position of director (chairman).

On August 12, the main threat to Apple's hegemony, the IBM PC, was released. Although it was not a very innovative machine, the IBM brand image made it very attractive in the business sector, so it became a lightning success.

Mike Markkula removed Steve Jobs from the Lisa team, accusing him of mismanaging the team (the project would be delayed by these changes). Jobs went to work on the Macintosh project. The Lisa finally came out in early 1983, and became the first personal computer with a graphical interface and mouse. Despite its revolutionary nature, Lisa sold very poorly, mainly due to its high price tag: $10,000. As Apple suffered from the failures of the Apple III and the Lisa, Mike Markkula resigned from Apple's leadership in 1983. The position of Chairman was proposed to John Sculley, then vice president of Pepsi. At first he rejected the position; To convince him, Steve Jobs asked him this profound question: "Would you rather spend the rest of your life selling sugared water or have the chance to change the world?" John Sculley finally accepted and became the third President of Apple.

Legal battle against Apple Corps

In 1978, Apple Corps would sue Apple Inc. for trademark infringement. The trial was seen for sentencing in 1981 with the payment of $80,000 to Apple Corps. As a condition, Apple Computer agreed not to interfere in the music market. In 1989, another legal battle would unfold, Apple Corps claiming that machines created by Apple Computer could play MIDI files, in violation of the terms of the earlier lawsuit. In 1991 another agreement would be reached upon payment of 26.5 million dollars.

In September 2003, Apple Computer was again sued by Apple Corps, this time for creating the iTunes music store and the iPod, which Apple Corps saw as a violation of recent agreements in which Apple Inc. agreed not to distribute music. The trial began on March 29, 2006 in the United Kingdom, being seen for sentencing on May 8, 2006, with Apple Corps losing the case.

On February 5, 2007, Apple Inc. and Apple Corps announced a settlement in their trademark dispute in which Apple Inc. retained right to all "Apple"-related marks. The agreement closes the legal battle between the two companies, in which both parties paid their respective legal costs and in which Apple Inc. could continue to use the name and logo in iTunes. The agreement included confidential agreements and terms. Today, Apple Inc. has announced an agreement to be able to distribute the Beatles' music on its iTunes music store.

1981-1989: Success with the Macintosh

Macintosh 128K

After the failure of the Apple III and the Apple Lisa, the company turned to the small project of first Jef Raskin and then Steve Jobs: the Macintosh. After numerous delays and problems, especially with the software, which was not ready until almost the last moment, and after the broadcast of a prominent television commercial during the celebration of the Super Bowl that year, commercial Directed by Ridley Scott and considered the best television commercial of the 1980s by Advertising Age, the computer was unveiled on January 24, 1984.

Initial sales forecasts of half a million units sold by the end of the year seemed likely to be fulfilled during the first months of 1984, but little by little sales slowed down, causing Apple to panic.

Among the many reasons that caused Macintosh sales to erode, we can highlight the high price (2495 USD), the low amount of RAM installed in the computer (only 128 KiB), the inclusion of a single disk drive, the not including expansion ports and the lack of software, since, except for Apple, only Microsoft attended the Mac meeting with software products.

But not only Macintosh sales were declining, but also the company's hitherto mainstay, the Apple II, was beginning to show the wear and tear of the years. At Apple it was decided to unify the Lisa and Macintosh projects into one, presenting the Apple Lisa computer as a high-end Macintosh (despite having a slower processor).

However, this unification did nothing more than generate tensions within Apple itself, since on the one hand the group in charge of the Apple II was completely displaced despite the fact that it was the only economically profitable one, and on the other both the The development group for the Lisa and the Macintosh had very different work philosophies, as well as salary conditions and, especially, salaries, since on some occasions, payments to employees were withheld.^{[citation required]}

The team's fortunes changed with the introduction of the first PostScript laser printer, the LaserWriter, which would be offered at a reasonable price, and which together with PageMaker and the Macintosh itself created the concept of "Desktop Publishing." The Mac was particularly strong in this market due to its advanced graphics capabilities, these capabilities were part of its intuitive graphical user interface.

In 1985, a power struggle ensued between Steve Jobs and CEO John Sculley, who had been hired by Jobs himself two years earlier. Jobs was unwilling to be relegated to an irrelevant position at the company he founded (his office was moved to a nearly deserted building on the Apple campus that Jobs called Siberia) and began colluding with Apple executives to seize control. Sculley learned that Jobs had been trying to stage a coup and called a board meeting on April 10, 1985, at which Apple's board of directors unanimously sided with Sculley and Jobs was removed. of his functions as manager. A few weeks later Jobs left Apple and founded NeXT Inc. that same year.

Greenpeace and Apple

Greenpeace led a campaign for Apple to stop using highly polluting materials abandoned by other major computer manufacturers, for which it stopped using mercury and other components, and began manufacturing its products with recyclable LCD and aluminum.

2013-present: Acquisitions and expansion

On May 28, 2014, Apple confirmed its intention to acquire Dr. Dre and Jimmy Lovine's audio company, Beats Electronics—producer of the Beats by Dr. Dre line of headphone and speaker products, and operator of the service music streaming company Beats Music—for $3 billion. In regards to the offer, Tim Cook stated that “Music is such an important part of everyone's life and has a special place in our hearts at Apple. That's why we've kept investing in music and are bringing together these extraordinary teams to then continue to create the most innovative music products and services in the world." As a result of the acquisition, Apple plans to offer Beats products "through its retail outlets and resellers," but the company has not made any additional indications about how they will integrate Beats into Apple's product line.

Products

Mac

Desktop:

• Mac mini: directed to intermediate users. It is the smallest, economical and with the least power of the Mac family, although with great performance, potential and capacity regarding its dimensions. It was presented in January 2005.
• iMac: aimed at mid-professional users. Its main feature is the unification of all components of the computer in a housing in which the screen is included. It was presented in 1998.
• eMac: aimed at educational users. Based on iMac G3, it features 17-inch G4 processors and CRT display. It was presented in April 2002 (discontinued since October 2005).
• iMac Pro: aimed at professional users. It is the most powerful of all iMac. It was presented at the 2017 WWDC (Decatalogued since March 2021).

Laptops:

• MacBook: aimed at mid-professional users. It is Apple's best-selling and popular laptop, for its small thickness and size. It was presented in 2006. Retired from the market on 20 July 2011. On March 9, 2015, Apple re-submitted the device with the name "Macbook" and was aimed at mid-low users. This laptop is much thinner than the MacBook Air currently considering it as the world's slenderest laptop.
• MacBook Air: directed to intermediate users. It was presented in January 2008 as the ultra-portable apple, the world's thinst computer after the "MacBook" presented on March 9, 2015.
• MacBook Pro: aimed at professional users. Similar to the MacBook, only with more power and performance. It was presented in January 2006.

Servers:

• Xserve: aimed at professionals and companies. Powerful double core server Intel Xeon. (discontinued since 31-01-2011).
• MacPro Server: special version of the Mac Pro with the same benefits as the Xserve.
• Mac Mini Server: special version of the Mac Mini with two HDD, does not have optical disk drive.

Accessories

Apple sells a wide variety of accessories for its Mac computers, also compatible for computers that have other operating systems. Its most important accessories are:

Wi-Fi Stations (802.11n)

• Airport Express: Portable Wi-Fi Station. Recommended for small floors or apartments. Small and versatile, for comfortable displacement.
• AirPort Extreme: Wi-Fi desk station. Recommended for large housing, offices or classrooms. Capable of creating a high-speed Wi-Fi network.
• Time Capsule: Wi-Fi desktop station and external hard drive. Recommended for large housing, offices or classrooms. Capable of creating a high-speed Wi-Fi network. It works with the Mac OS Leopard Time Machine app. It works to create backups of the created files. It is also compatible with Windows.

Keyboards

• Apple Keyboard: Apple Cable Keyboard. It comes by default on Mac computers. Extrafine, it consists of a standard keyboard and another numeric, plus two high-speed USB ports.
• Magic keyboard and Magic keyboard 2: Apple wireless keyboard. Extrafine, it consists of a standard keyboard. Use wireless technology by Bluetooth.

Rats

• Apple Magic Mouse: Wireless mouse with Apple Multi-Touch technology. It comes as a default mouse with all new iMacs.
• Apple Mouse: Apple wired mouse. It consists of a touch-sensitive housing, two pressure-sensitive keys, and a central dial that allows you to move in all directions.
• Apple Magic Trackpad: is a trackpad multitouch wireless via bluetooth with all the features of the Macbook Pro but eighty percent larger than the Apple Wireless Keyboard.

Screens

• LED Cinema Display: 27-inch (visible) LED backlit 27-inch active matrix TFT display, compatible with laptops and envelopes with Mini DisplayPort port such as MacBook Air, MacBook Pro, Mac Pro, Mac mini and iMac.

Ipods

Current iPod family

On October 23, 2001, Apple introduced the iPod, a digital audio player. This device has evolved to include various models aimed at meeting the needs of different users. The iPod is the market leader in portable music players by a significant margin, with more than 100 million units shipped as of April 9, 2007. Apple has partnered with Nike to introduce the sporty Nike iPod Kit that enables sync runners to watch and their runs with iTunes and the Nike website. Apple currently sells four variants of the iPod with a downloadable media on its website called iTunes (/aituns/), which provides update services and music management, and that allows the purchase and download of this music in original and completely legal versions in some selected countries:

• iPod classic (from 2001 to 2007 called iPod and later iPod Video) portable multimedia player, introduced in 2001, decatalogued from 2014.
• iPod nano, portable multimedia player introduced in 2005, currently available in 8 and 16 GB models. Many models of this product have been sold in many versions. Discontinued in 2017.
• iPod shuffle, digital audio player introduced in 2005, currently available in various colors and only with 2 GB of internal memory. Discontinued in 2017.
• iPod touch, portable media player introduced in September 2007, in its first version that has 8, 16 and 32 GB; and available in a second model called second generation iPod touch (2G) with bluetooth, touch screen, motion sensor (oilmeter), volume control through two small side buttons, internal speakers and a fairly high memory of 16 or 32 GB and now in its new 64 GB presentation. On 1 September 2010, the fourth generation of iPod touch was presented, which includes a front and rear camera. In addition to a Retina display with a resolution of 960 × 640 pixels at 326 pixels per inch, it includes LED backlight. In September 2015 the fifth generation iPod Touch was presented, with features similar to the previous fourth generation device.
• The iPod mini was a small version of iPod portable music player.

IPhone

iPhone, 3G, 4, 5, 5C and 5S

At the conference and expo in January 2007, Steve Jobs introduced the highly anticipated iPhone, a convergence of the Internet enabled by iPod and smartphones. The iPhone combines a 2.5G quad-band GSM and EDGE cell phone with features found in handheld devices, running smaller versions of Apple Mac OS X, with various Mac OS X applications like Safari and Mail. It also includes web-based and Dashboard applications, such as Google Maps and weather. The iPhone features a 3.5-inch (89mm) touchscreen, 4, 8, 16, or 32GB of memory (4GB was discontinued in July 2008), Bluetooth, and Wi-Fi (both "b" and " g»). The iPhone was first made available on June 29, 2007 for $499 (4 GB) and $599 (8 GB) on contract from AT&T. On February 5, 2008, Apple updated the original iPhone by adding a 16 GB version. On June 9, 2008, at WWDC 2008, Steve Jobs announced that the iPhone 3G would be available on July 11, 2008. This version allowed the iPhone to run on the 3G network and added GPS navigation, among other things. On June 8, 2009 at WWDC Apple presented, together with iPhone OS 3.0, the new iPhone 3GS available with a video camera, internal compass, with capacities of 16 and 32 GB, both in black and white with a price of $199 (16 GB) and $299 (32 GB). The iPhone 4 is the new generation of iPhone, an evolution of the 3GS, among its features include its A4 processor, its 3.5-inch Retina Display Multi-Touch screen with a resolution of 960 × 640 pixels at 326 p/p, the incorporation of a 5-megapixel camera plus an LED Flash, the ability to record 720p HD videos, another additional camera for video conferencing with the FaceTime application, the addition of a 3-axis gyroscope and being the first iPhone to come standard iOS 4 operating system. It is also the world's thinnest smartphone at just 9.3mm wide. Its initial price with a 2-year contract with AT&T in the USA is 199 and 299 USD for 16 and 32 GB respectively. Currently, Apple has for sale the iPhone 4S, which has few new features compared to the iPhone 4, its most notable differences are the increase in processor speed and the inclusion of Siri, an assistant software personal, able to open apps, answer questions, and even give recommendations.

Apple announced on September 12, 2012 the launch of the iPhone 5, which will be thinner, lighter and will have iOS 6, which in turn will have more languages available for Siri. It came out available in space gray and silver. Apple finally announces the launch of the iPhone 5. On September 10, 2013, the iPhone 5C available in blue, green, yellow, pink and white colors and the iPhone 5S, which has an A7 chip and in gray colors, were presented. space, gold and silver. This is differentiated from other iPhones mainly because it is the first to have a Touch ID fingerprint sensor and it is also the first to have a double flash (Flash True Tone). Both have the operating system iOS 7. On September 9, 2014, Apple introduced the iPhone 6 with 4.7 inches and the iPhone 6 Plus with 5.5 inches. These are characterized by increased screen. They are still thinner than the iPhone 5/iPhone 5S. Both have the A8 chip with the iOS 8 operating system. They were available with 16, 64 and 128 GB. On September 9, 2015, Apple introduced the iPhone 6s and 6s Plus, looking the same as its predecessors but with a better camera, processor (A9) and (M9), new rose gold color, 7000 series aluminum (more resistant) and the innovative 3D Touch, only compatible with this device although it is possible to make it work on the iPad Pro, through the Apple Pencil, but through Jailbreak. On September 7, 2016, Apple introduced the iPhone 7 and 7 Plus, the latter with the innovative feature of two cameras. On September 12, 2017, Apple introduced the iPhone 8 and 8 plus, as well as the iPhone X, whose main feature and innovation is its "all-screen" design and launching its new security system called "Face" with it. ID" whose operation lies in facial recognition; all this given the tenth anniversary of the iPhone. On September 12, 2018, Apple presented new devices, of which the new three terminals stand out: the iPhone Xs, iPhone Xs Max and the iPhone XR. Being the iPhone XS Max the phone with the largest screen that Apple presented in its history with 6.5 inches. At the same time that the iPhone XR is the cheapest of this generation, being below the natural price of its high-end competitors.

In September 2019, the new iPhone 11, iPhone 11 Pro, and iPhone 11 Pro Max were released, respectively replacing the XR, XS, and XS Max.

On October 13, 2020, the iPhone 12 with 5G connectivity was announced at an online event; Likewise, a mini version of this new smartphone was also announced.

In 2021, an event was announced to introduce iPhone 13 with similar features to iPhone 12, Pro and Pro Max version were also announced

On September 7, 2022, the iPhone 14 was presented, again with similar characteristics to the iPhone 13; the Pro and Pro Max version was also introduced.

AppleTV

Current generation of Apple TV

At the 2007 Macworld conference, Jobs demonstrated the Apple TV, (formerly known as iTV), a video device intended to unite the sale of iTunes content with HDTVs. The device connects to the user's TV and synchronizes, either through Wi-Fi or a wired network, with the iTunes library on a computer, from where the flow of information is broadcast. Initially, Apple TV included a 40 GB hard drive for storage, including HDMI and component connections, and was capable of playing video at a maximum resolution of 1080i. On May 31, 2007, a model with a drive was released. 160 GB disk drive. On January 15, 2008, a software update was released that allowed content to be purchased directly from Apple TV.

The new Apple TV uses a streaming system that goes from the Mac, iPod Touch, iPhone or iPad to Apple TV.

On September 9, 2015, the fourth generation of Apple TV was presented to the public, having an App Store from where you can download apps, such as games. As far as hardware is concerned, among other things, it has a new controller with an integrated touch pad, a new processor, more internal memory and its own operating system called tvOS.

IPad

Steve Jobs, founder of Apple, presenting the iPad

The iPad is a new class of device developed by Apple Inc. Announced on January 27, 2010, it falls in a category between a smartphone and a notebook.

The functions are similar to other portable devices from Apple Inc., such as the iPhone or iPod touch, although the screen is larger and the hardware is more powerful, it works on a ported version of the iPhone operating system (iOS), with a redesigned user interface to take advantage of the larger size of the device and the ability to use Apple's iBookstore service with the iBooks application (software for book reading). e-books). It has an LED-backlit display, 9.7-inch (24.638 cm) multi-touch capabilities, 16 to 64 gigabytes (GB) of flash memory space, Bluetooth, and a 30-pin dock connector that allows synchronization with the software iTunes and serves as a connection for various accessories. There are two models: one with connectivity to Wi-Fi 802.11n wireless networks and another with additional capabilities for 3G networks (it can connect to HSDPA cell phone networks) and Assisted GPS. Both models can be purchased in three different storage capacities.

The iPad 2 is the second generation of the iPad, a tablet-like electronic device developed by Apple Inc. This user interface is redesigned to take advantage of the larger size of the device and the ability to use software to reading e-books and newspapers, browsing the web and e-mail, in addition to allowing the user access to other entertainment activities, such as movies, music and video games.1 This iPad has a lithium battery that lasts up to 10 hours, a dual processor core Apple A5 and two cameras designated for video calls.

Apple presented the new device on March 2, 2011,2 and it was announced that it would go on sale on March 11, 2011 in the United States and on March 25 in countries such as Spain, Mexico and Canada. Later it was announced that it would go on sale in other regions, such as Hong Kong, South Korea and Singapore on April 29 of the same year.

Just one year later, on March 7, 2012, Apple introduced the New iPad, the third generation of tablets. The main improvement is on the screen, going to have a resolution of 2048 × 1536 pixels at 264 pixels per inch, or what is the same, "Retina Display" like the one that the iPhone 4 has, in which the human eye it is unable to distinguish pixels separately. To move the new resolution, a dual-core A5X chip was included in terms of CPU and quad-core in terms of GPU (graphics), improving the fluidity of the standard operating system included, iOS 5.1. It also improved the rear "iSight" camera, going up to 5 megapixels and using the same 5-lens optics found in the iPhone 4S. Although, according to Apple, the biggest advance was in the 4G LTE wireless connection (only compatible with 700 and 2100 MHz networks), although said network is only temporarily available in the United States and Canada. 4G reaches up to 74mbps download speeds. The battery was also increased due to the new power consumption. The New iPad went on sale on March 16 in the United States and on March 23 in Spain.

Software

Apple develops its own operating system to run on Macs, macOS. Apple also independently develops software titles for macOS, the computer operating system. Apple develops much of the software that comes with its computers. One such example is the consumer-oriented iLife software suite that contains iDVD, iMovie, iPhoto, iTunes, iWeb, and GarageBand. For presentation, page layout, and word processing, iWork is available, which includes Keynote, Pages, and Numbers. In addition, iTunes, the QuickTime media player, and the Safari browser are available as free downloads for both macOS and Windows (Safari for Windows was discontinued in 2012).

Apple also offers a wide range of professional software titles. Its range of server software includes the Mac OS X Server operating system; remote control Apple Remote Desktop, a remote control application management systems; WebObjects, Java Web Application Server, and Xsan, a file system storage area network. For market creation professionals, there's Aperture for RAW photo processing professionals; Final Cut Studio, a video production suite; Logic, a comprehensive set of musical tools; and Shake, an advanced effects composition program.

Apple also offers online services with MobileMe (old.Mac) including personal web pages, email, groups, iDisk, backup, iSync, Learning Center and online tutorials. MobileMe is a subscription based internet suite that capitalizes on the ability to store personal data on an online server and thus keep all connected devices in sync across the web.

Apple Watch

The Apple Watch is the first smartwatch from the Cupertino company, a smart watch that hit the market on Friday, April 24, 2015. Apple presented said device during the month of September at the event where they also gave meet the new iPhone 6s and iPhone 6s Plus. The smartwatch was named Apple Watch and not iWatch, as expected. Later, it was discovered that the reason Apple did not name the Apple Watch iWatch was because the trademark was already registered.

Apple Watch series 6

Apple Watch is available in three general models: Sport, Normal (Steel), and Edition, and in two sizes: 38mm and 42mm. On September 9, 2015, two more colors were introduced for the Sport edition: pink (Rosa Gold) and gold (Gold).

Product list

This is a drop-down list of Apple products, from the Apple I to the Apple Watch:

Corporate identity

Logo

Since the introduction of the Macintosh in 1984, Apple has been recognized for its efforts toward effective advertising and marketing of its products, although it has been criticized for the claims of some more recent campaigns, notably that of Power Mac 2005.

Apple's first logo, designed by Jobs and Wayne, depicts sir Isaac Newton sitting under an apple tree. However, the first design was not liked by many people at Apple, so a redesign was commissioned to Rob Janoff, who presented a variety of monochrome logos based on the same apple. The concept was liked, but Jobs insisted that the logo include rainbow colors to highlight the humanization of the company and the image quality of the Mac.

While it is generally accepted that the logo is a reference to Isaac Newton, a curious urban legend claims that the apple bite pays homage to mathematician Alan Turing, who committed suicide by eating a cyanide-laced apple. urban legend, the rainbow of colors would be a reference to the rainbow flag, as a tribute to Turing's homosexuality. However, these assumptions have not been confirmed, and in fact, the colors of the logo are not even displayed in the same order as the rainbow flag, since the rainbow flag was designed two years after the birth of the Apple logo. Other theories about the motivation of the apple, such as the apple of knowledge or the reference of the bite to the computer byte (in English, bite is written bite), have also been denied by Janoff, the original designer..

In 1998, with the introduction of the new iMacs, Apple began using a monochrome logo at the insistence of Jobs, who had just returned to the company, identical to its previous rainbow incarnation. The logo it is one of the most recognized brand symbols in the world, identifies all Apple products and retail stores (the "Apple" name was rarely present in general) and has been included as stickers on almost every Macintosh and Apple products. In 2001, the monochrome design was replaced with one that reflected the Aqua theme characteristic of macOS. In 2003, the logo underwent another modification, acquiring a chrome effect to advertise Mac OS X Panther and the rest of Apple's product range.

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  Apple's first logo with Isaac Newton under a apple (designed by Ronald Wayne).

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  Apple Logo from 1977 to 1998 (designed by Rob Janoff).

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  Monochromatic apple used since 1998.

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  Variant "cromed", similar to that used between 2007 and 2013 along with monochromatic.

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  The 1998 apple updated in 2013, according to the trend of flat design.

Advertising

Apple's first catchphrase was "Byte into an Apple", coined in the late 1970s. From 1997 to 2002, the catchphrase "Think Different" was used in advertising campaigns, and is still closely associated with Apple. Apple also has slogans for specific product lines, for example "iThink, therefore iMac" which was used in 1998 to promote the iMac, and "Say hello to iPhone" which has been used in advertisements for the iPhone, "Hello" it was used to introduce the original Macintosh, Newton, iMac (“hello (again)”), and the iPod.

Home page

Apple's home page has often been used to commemorate or pay tribute to milestones and events outside of Apple Inc.'s product offerings:

• 2014 Robin Williams
• 2013 Nelson Mandela
• 2011 Steve Jobs
• 2005 Rosa Parks
• 2003 Gregory Hines
• 2001 George Harrison

Apple.com

apple.com is the domain of the official website of Apple Inc., formally Apple Computer, Inc (in English). It contains extensive information about its products, as well as advertising for its promotions and television spots (generally in the QuickTime format, owned by the North American company) as well as support information. The www.apple.com/startpage page is the default start page in the Safari web browser.

Apple Store

• Apple stores
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  Plaza Unión, San Francisco (California)

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  Hong Kong

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  Fifth Avenue, New York

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  London

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  Paris

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  Sydney

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  Mexico City

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  Madrid

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  Barcelona

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  Los Angeles

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  São Paulo

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  Berlin

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  Taipei

Criticism and controversies

Apple has been criticized for its tax engineering in several countries in an effort to evade taxes. It has also been criticized for its practices against the environment and the labor exploitation suffered by employees of companies that Apple has subcontracted in Asia In 2013, documents leaked by Edward Snowden revealed that Apple has been collaborating with the NSA and other intelligence agencies in the global surveillance network since October 2012. Apple is also against giving its customers the right to that they can repair their own devices and lobbying against it.

Conflict with Epic Games

In August 2020, Apple was sued by Epic Games, because it was abusing its app developer power, so it removed Fortnite from the App Store for violating in-app payment guidelines, as well as Tim Sweeney replied:

"Apple's gone mad. If universities teach virtual classes through an iPhone app, Apple could require 30% of tuition. Truly, Apple has no right to take any percentage of any company's income just because they made the phone that people use to access things.”

Software limitations

Apple's habit of reducing the possibilities of the hardware of its products through its software is well known, taking advantage of the fact that this is also developed by Apple itself. Some examples of this are:

• iPhone
  • Limiting the Bluetooth of the iPhone, in which all possible profiles are not available.
  • Radio absence on the iPhone, having the iPhone a chip with FM radio capabilities. At first it was suspected that this was to enhance the use of your iTunes Music Store music platform. Later they have implemented the service in the new iPods, discarding this theory.
  • Absence of video capture in the first versions of the iPhone, when your camera was able to record video.

Censorship

In 2009, some cases of applications for the iOS Operating System censored by Apple, always de jure, by virtue of the App Store contracts, had a great impact.

The best-known case has been that of Google applications and its Google Voice service, withdrawn from the App Store once it had been approved. It is thought that AT&T, the company that maintains the exclusive distribution rights of the iPhone in the United States, pressured Apple, since Google Voice offered telephone over the data network, thus preventing users from using the voice service and the subsequent payment thereof.

At the end of 2009 Google released a web page for Google Voice specially designed for the iPhone web browser.

Also against Google, Apple censored the Google Maps app from the App Store in late 2012 after the launch of its own maps app built into the iOS 6 operating system. After a barrage of criticism about the quality of the maps and Corrections to the app that Google deemed appropriate, Apple authorized Google Maps to be available on the App Store again on December 13, 2012.

The great censorship that the Cupertino brand does towards applications with sexual or pornographic content is notable, since it eliminates them in the production phase. At the moment, Apple takes censorship in its app markets very seriously.

Patent War

Apple has hundreds of patents, which it has used on several occasions (mainly in recent years) to make it difficult for companies in the same sector to compete or even to stop the development of free standards such as HTML5.

In April 2011, Apple sued Samsung for intellectual property theft, finding Samsung's Galaxy Ace mobile phone to be very similar to Apple's iPhone.

In July 2011, Apple won another lawsuit against the Taiwanese company HTC for infringing US software patents, forcing HTC to stop selling the infringing devices and redesign the interface. The Valencian company NT-K was also denounced on the understanding that they were reproducing registered designs on their devices whose ownership corresponds exclusively to Apple. NT-K filed a subsequent complaint against Apple before the National Competition Commission and the sentence handed down ended with the dismissal of the lawsuit that Apple filed first.

The following month, in August, it came to paralyze the sale of Samsung Galaxy Tab 10.1 in all the countries of the European Union. Samsung, for its part, accuses them of holding back innovation.

In February 2012, he sued Samsung again before the United States District Court, for the sale of its new Galaxy Nexus model, which allegedly infringed four Apple patents, two of them related to touch technology (one is a way to unlock the phone and another provides speed improvements when entering text).

Lack of privacy of user data

Apple was singled out, among other companies that develop cutting-edge computer technology products, as one of those involved in the Top Secret PRISM electronic surveillance program, run by the National Security Agency (NSA) of the United States, according to reports and documents leaked by former whistleblower and Central Intelligence Agency (CIA) employee Edward Snowden in June 2013.

On January 21, 2020, it was reported that Apple dropped plans to encrypt user backups to keep them secure, after the FBI complained.

Planned obsolescence

One of the effects of programmed obsolescence is the production of electronic scrap.

The planned obsolescence of Apple products, that is, the design to shorten the useful life of the products so that they stop working totally or partially after a period of time, has forced the company to offer compensation to the consumers as well as the payment of fines.

Iphone

One of the most sound cases was when Apple admitted in December 2017 that the mandatory iOS operating system update was intentionally slowing down iPhone terminals of a certain age. When discovered, the company was accused that this was done so that the battery would not be exhausted. In 2018, Italy accumulated 10 million euros for programmed obsolescence practices. The sentence referred to how malfunction was introduced to speed up the "replacement" of the phone, as well as that Apple did not provide correct data on the life of batteries, their maintenance, or facilitate repair. Also in Europe, France's research on repairability (the ability to fix a device with a problem to lengthen its use) gave Apple the worst note and also certified that they were designed to hinder its repair.

MacBook

MacBook laptops, which like the iPhone phone line are among the most expensive in their category, also suffer from programmed obsolescence and their repair would be difficult on purpose.

Company

Apple Store in Michigan

Business

Apple was one of several highly successful companies founded in the 1970s. It was one of the pioneers of the casual boss, a manager who no longer wears a coat and tie. Other similarly successful companies with cultural aspects of the same period are Southwest Airlines and Microsoft. Steve Jobs often walked around the office barefoot, even after Apple was a Fortune 500 company. This trait has become a hallmark of the company that had tried to differentiate itself from its competitors.

The company has grown and been led by a series of chief executives, each with their own idea of what Apple should be, some original in nature, but Apple still has a reputation for fostering individuality and creativity. excellence. To recognize the best in its employees, Apple created the intern program. Apple Fellows are those who have made outstanding technical leadership or contributions to personal computing, while in the company Apple Fellowships to date have been awarded to a few individuals including Bill Atkinson, Steve Capps, Rod Holt, Alan Kay, Guy Kawasaki, Al Alcorn, Don Norman and Steve Wozniak.

The Apple Store entrance on Fifth Avenue in New York is a glass bucket, followed by a cylindrical elevator and a spiral staircase leading to the underground store.

Users

According to JD Power surveys, Apple has the highest brand buybacks and loyalty of any manufacturer of computer equipment and components. Although this brand loyalty (based on the C2C strategy) is considered unusual for any type of product, Apple does not seem to have abandoned its way of working. There was a time, when Apple evangelists (former members of the company who promoted it) would regularly stop by the company, but this was after the phenomenon had already become firmly established. Apple evangelist Guy Kawasaki, has called Apple the brand of zealotry, something Apple stumbled upon, yet he has supported the existence of a network of Mac User Groups in most of the large and many of the small population centers in which Mac computers are available.

Mac users gather at Apple Expo and Macworld in San Francisco, where Apple introduces new products each year to the industry and the public. Mac developers, in turn, gather at Apple's annual worldwide meeting, the Developers Conference. Apple Store openings can bring thousands of people out of their homes, with groups of people waiting outside the store until a day before the opening or taking a flight to another country just to attend the event. In New York City on (5th avenue) Apple opened a store with half a mile of people waiting, even a couple celebrating their wedding. The Ginza opening in Tokyo was estimated at thousands of people.

John Sculley said in The Guardian newspaper in 1997: “People talk about technology, but Apple is a marketing company. It's the marketing company of the decade."

Market research indicates that Apple draws its customer base from an unusually artsy, creative, and well-educated population, which may explain the platform's visibility among certain cutting-edge youth.

Finances

For the quarter ending in April 2009, Apple reported a profit of US$1,200,000,000 (one thousand two hundred million dollars), which is 15% higher than the same period of the previous year, as there were strong sales of iPhone and iPod.

In the first quarter of 2011, the company reported quarterly revenue of US$39,000,000,000 (thirty-nine billion dollars), and reported net income of US$11,600,000,000 (eleven thousand six hundred million dollars), revealing strong sales of the iPhone, with 35,100,000 (thirty-five million one hundred thousand) units sold, and of the iPad, with 11,800,000 (eleven million eight hundred thousand) units sold, although with a 15% decrease in the iPod range, with 7,000,000 (seven million) units sold.

For the first quarter of 2017, which ended on December 31, 2016, the California-based company reported record quarterly revenue of $78,351,000,000 ($78,351 million), and net income of $17,891,000,000 (seventeen thousand eight hundred and ninety-one million dollars); for this same time, in the previous year (2016), the company had obtained $75,872,000,000 (seventy-five thousand eight hundred and seventy-two million dollars) in quarterly revenue, and $18,361 (eighteen thousand three hundred sixty-one million dollars) in net income. In the last quarter of 2017, which ended on September 30, the company reported revenues of 52,579,000,000 (fifty-two thousand five hundred and seventy-nine million dollars), and, in the same period of 2016, the income was 48,852,000,000 (forty-eight thousand eight hundred and fifty-two million dollars). By comparison, there is a 12% increase in profit for the year 2017.

Apple Inc., in its first quarter of 2018 that ended on December 30, 2017, released record financial results for the company, as they registered quarterly revenues of 88,293,000,000 (eighty-eight thousand two hundred and ninety-three million dollars), where there was a 13% increase in revenue compared to the revenue recorded for the same quarter of the previous year. Thanks to this, the most valuable company in the world had a net income of $20,065,000,000 (twenty thousand sixty-five million dollars). Similarly, another all-time record for the company was its time record and quarterly earnings per diluted share of $3.89. International sales represented 65% of revenue for the quarter.

Fiscal Engineering

Apple is one of the multinational companies cited in the context of increased concern on the part of the tax authorities, regarding tax harmonization measures, especially in order to control the practice of "shifting the taxation of their profits outside of the jurisdictions in which they are being generated”. Thus, ahead of the G-20 meeting in February 2013, the OECD launched a project called BEPS (Base Erosion and Profit Shifting) to assess the situation. In this sense, some European countries, especially France, Germany and the United Kingdom, are leading an initiative to better coordinate said taxation.

Thus, in 2011, despite billing more than 76,000,000 (multiplying 2010 revenue by 14), Apple's subsidiary in Spain only paid 143,115 euros in taxes for its profits.

Key people

Founders

• Steve Jobs
• Stephen Wozniak

Apple Executives (2018)

• Timothy D. Cook: Chief Executive Officer (CEO)
• Katherine L. Adams: Senior Vice President and Senior Counsellor
• Angela Ahrendts: Senior Vice President of retail trade
• Eddy Cue: Senior Vice President software internet service
• Craig Federighi: Senior Vice President of Engineering software
• Jonathan Ive: Design Director (CDO)
• Luca Maestri: Senior Vice President and Financial Director (CFO)
• Dan Riccio: Senior Vice President of Hardware Engineering
• Philip W. Schiller: Senior Global Marketing Vice President
• Johny Srouji: Senior Vice President of Technology hardware
• Jeff Williams: Operations Director (COO)
• Steve Dowling: vice president of communications.
• Lisa Jackson: vice president of the environment, politics and social initiatives
• Isabel Ge Mahe: Vice President and CEO of Apple of Greater China
• Tor Myhren: Vice President of Marketing Communications
• Deirdre O'Brien: Vice President of People

Board of Directors

• Arthur D. Levinson: chairman of the board, former president of Apple and CEO of Genetech
• James A. Bell: former financial director and corporate president The Boeing Company
• Tim Cook: Apple CEO
• Albert Gore Jr.: Former United States Vice President
• Robert A. Iger: President and CEO The Walt Disney Company
• Andrea Jung: President and CEO Grameen America, Inc(former and CEO of Avon Products, Inc.)
• Ronald D. Sugar, Ph. D.: former President and CEO Northrop Grumman
• Susan L. Wagner: co-founder and director of BlackRock
• Steve Jobs: former head of the board of directors (fallen in 2011)

Apple Presidents

• 1976: Steve Jobs
• 1976-1981: Mike Scott
• 1981-1983: Mike Markkula
• 1983-1993: John Sculley
• 1993-1996: Michael Spindler
• 1996-1997: Gil Amelio
• 1997-2011: Steve Jobs
• 2011-present: Tim Cook