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| Boilerpipe Text | Apple Inc.
Apple logo
used since 1999
[
a
]
Apple Park
, the company's headquarters, in
Cupertino, California
Formerly
Apple Computer Company (1976â1977)
Apple Computer, Inc. (1977â2007)
Company type
Public
Traded as
Nasdaq
:Â
AAPL
Nasdaq-100
component
DJIA
component
S&P 100
component
S&P 500
component
ISIN
US0378331005
Industry
Consumer electronics
Software services
Online services
Founded
April 1, 1976
(50 years ago)
, in
Los Altos, California
, US
Founders
Steve Jobs
Steve Wozniak
Ronald Wayne
Headquarters
Apple Park,
Cupertino, California
,
US
Number of locations
540
Apple Stores
 (2026)
Area served
Worldwide
Key people
Arthur Levinson
(
chairman
)
Tim Cook
(
CEO
)
Products
AirPods
AirTag
Apple TV
Apple Vision Pro
Apple Watch
HomePod
iPad
iPhone
Mac
Services
App Store
Apple Arcade
Apple Card
Apple Music
Apple Pay
Apple TV
CarPlay
iCloud
Pixelmator
Shazam
Revenue
US$416Â billion
 (2025)
Operating income
US$133Â billion
 (2025)
Net income
US$112Â billion
 (2025)
Total assets
US$359Â billion
 (2025)
Total equity
US$74Â billion
 (2025)
Number of employees
166,000Â (2025)
Subsidiaries
Apple Studios
Beats Electronics
Beddit
Braeburn Capital
Claris
Globalstar
(20%)
ASN
714
Website
apple.com
Footnotes / references
Financials as of fiscal year ended September 27, 2025
.
References:
[
1
]
[
2
]
[
3
]
[
4
]
Apple Inc.
is an American multinational technology company headquartered in
Cupertino, California
, in
Silicon Valley
, best known for its consumer electronics, software and online services. Founded in 1976 as Apple Computer Company by
Steve Jobs
,
Steve Wozniak
and
Ronald Wayne
, the company was incorporated by Jobs and Wozniak as Apple Computer, Inc. the following year. It was renamed to its current name in 2007 as the company had expanded its focus from computers to consumer electronics. Apple is one of the
Big Tech
companies.
The company was founded to market Wozniak's
Apple I
personal computer. Its successor, the
Apple II
, became one of the first successful mass-produced
microcomputers
. Apple introduced the
Lisa
in 1983 and the
Macintosh
in 1984 as some of the first computers to use a
graphical user interface
and a
mouse
. By 1985, internal conflicts led to Jobs leaving the company to form
NeXT
and Wozniak withdrawing to other ventures;
John Sculley
was
CEO
for over a decade. In the 1990s, Apple lost considerable market share in the PC industry to the lower-priced
Wintel
duopoly of
Intel
-powered
PC clones
running
Windows
, and neared bankruptcy by 1997. To overhaul its market strategy, Apple acquired NeXT, bringing Jobs back to the company. Under his leadership, Apple returned to profitability by introducing the
iMac
,
iPod
,
iPhone
, and
iPad
devices; creating the
iTunes Store
; launching the "
Think different
" advertising campaign; and opening the
Apple Store
retail chain. Jobs resigned in 2011 for health reasons and died the same year; he was succeeded as CEO by
Tim Cook
.
Apple's product lineup
includes portable and home hardware like the iPhone, iPad,
Mac
,
Apple Watch
, and
AirPods
;
several in-house operating systems
such as
iOS
,
iPadOS
, and
macOS
; and
various software
and services including
Apple Pay
and
iCloud
, as well as multimedia streaming services like
Apple Music
and
Apple TV
. Since 2011, Apple has for the most part been the world's
largest company by market capitalization
, and, as of 2024
, is the
largest manufacturing company by revenue
, the
fourth-largest PC vendor
, the
largest vendor of tablet computers
, and the
largest vendor of mobile phones
. Apple became the first publicly traded US company to be
valued at over $1Â trillion
in 2018, and, as of October 2025
, is valued at just over $4 trillion.
Apple has received criticism
regarding
its contractors
' labor conditions,
its relationship with trade unions
,
its environmental practices
, and its corporate ethics, including
anti-competitive tactics
, materials sourcing, and
its acquisitions of smaller businesses
. Nevertheless, the company has
a large following
and enjoys
a high level of customer loyalty
. Apple has consistently been ranked as one of the world's
most valuable brands
since the late 2000s.
History
1976â1980: Founding and incorporation
In 1976,
Steve Jobs
and
Steve Wozniak
co-founded Apple in Jobs' parents' home on Crist Drive in
Los Altos, California
.
[
5
]
Wozniak called the popular belief that the company was founded in the garage "a bit of a myth",
[
6
]
although they moved some operations to the garage when the bedroom became too crowded.
[
7
]
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.
Apple Computer Company was founded on April 1, 1976, by
Steve Jobs
,
Steve Wozniak
, and
Ronald Wayne
as a
partnership
.
[
5
]
[
8
]
The company's first product was the
Apple I
, a computer designed and hand-built entirely by Wozniak.
[
9
]
To finance its creation, Jobs sold his
Volkswagen Bus
, and Wozniak sold his
HP-65
calculator.
[
10
]
Neither received the full selling price, but together they earned
$1,300
(equivalent to $7,400 in 2025). Wozniak debuted the first prototype
Apple I
at the
Homebrew Computer Club
in July 1976.
[
11
]
The Apple I was sold as a
motherboard
with
CPU
,
RAM
, and basic textual-video chipsâa base kit concept which was not yet marketed as a complete personal computer.
[
12
]
It was priced soon after debut for
$666.66
(equivalent to $3,800 in 2025).
[
13
]
[
14
]
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".
[
15
]
Apple Computer, Inc. was incorporated in
Cupertino, California
,
[
1
]
on January 3, 1977,
[
16
]
[
17
]
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.
[
18
]
Multimillionaire
Mike Markkula
provided essential business expertise and funding of
$250,000
(equivalent to $1,328,000 in 2025) to Jobs and Wozniak during the incorporation of Apple.
[
19
]
During the first five years of operations, revenue grew exponentially, doubling about every four months. Between September 1977 and September 1980, yearly sales grew from $775,000 to
US$118
 million, an average annual growth rate of 533%.
[
20
]
The
Apple II
, also designed by Wozniak, was introduced on April 16, 1977, at the first
West Coast Computer Faire
.
[
21
]
It differed from its major rivals, the
TRS-80
and
Commodore PET
, because of its character cell-based color graphics and
open architecture
. The Apple I and early Apple II models used ordinary
audio cassette tapes
as storage devices, which were superseded by the
5
+
1
â
4
-inch
floppy disk
drive and interface called the
Disk II
in 1978.
[
22
]
[
23
]
The
Apple II
, introduced in 1977 and designed primarily by Wozniak, was the company's first major success.
The Apple II was chosen to be the desktop platform for the first
killer application
of the business world:
VisiCalc
, a
spreadsheet
program
released in 1979.
[
22
]
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,
[
22
]
but Apple II market share remained behind
home computers
made by competitors such as
Atari
,
Commodore
, and
Tandy
.
[
24
]
[
25
]
On December 12, 1980, Apple went public with an
initial public offering
(IPO) on the fully electronic
Nasdaq
stock market, selling 4.6 million shares at $22 per share ($.10 per share when adjusting for
stock splits
as of September 3, 2022
),
[
17
]
generating over $100Â million, which was more capital than any IPO since
Ford Motor Company
in 1956.
[
26
]
By the end of the day, around 300Â millionaires were created, including Jobs and Wozniak, from a stock price of $29 per share
[
27
]
and a market cap of $1.778Â billion.
[
26
]
[
27
]
1980â1990: Success with Macintosh
Steve Jobs
in 1984 with the
Macintosh
, the first successful mass-market personal computer to feature an integral
graphical user interface
and
mouse
In November and December 1979, Steve Jobs and Apple employees, including
Jef Raskin
, visited
Xerox PARC
, where they observed the
Xerox Alto
, featuring a
graphical user interface
(GUI) and a
mouse
.
[
28
]
Jobs had negotiated with
Xerox
in advance to gain access to PARC's technology, in exchange for the right to purchase $1 million worth of Apple's pre-IPO shares.
[
29
]
This visit influenced Jobs to implement a GUI in Apple's products starting with the
Apple Lisa
in 1983, though he was forced out of the Lisa project during the early development. Despite being pioneering as a mass-marketed GUI computer, the Lisa suffered from high costs and limited software options, leading to commercial failure.
[
30
]
Following his removal from the Lisa team, Jobs joined the company's
Macintosh
division in January 1981.
[
31
]
The Macintosh had been envisioned by Jef Raskin as a low-cost,
portable computer
, and Wozniak had helped its development until a plane crash in early 1981 forced him to step back from the project.
[
32
]
[
33
]
Wozniak's absence allowed Jobs to take over the project and he redefined the Macintosh as a mouse-driven GUI machine similar to the Lisa.
[
34
]
Wozniak speculates that Jobs' sense of rivalry towards the Lisa project was the driving force behind this sudden shift in direction.
[
34
]
Jobs was also hostile to the Apple II division, which at the time generated most of the company's revenue.
[
35
]
In 1984, Apple launched the Macintosh, the first personal computer without a bundled
programming language
.
[
36
]
Its debut was signified by "
1984
", a
US$1.5
-million television advertisement directed by
Ridley Scott
that aired during the third quarter of
Super Bowl XVIII
on January 22, 1984.
[
37
]
This was hailed as a watershed event for Apple's success
[
38
]
and was called a "masterpiece" by
CNN
[
39
]
and one of the greatest TV advertisements of all time by
TV Guide
.
[
40
]
The advertisement created great interest in the
Macintosh
, and sales were initially good, but began to taper off dramatically after the first three months as reviews started coming in. Jobs had required
128 kilobytes
of RAM, which limited its speed and software in favor of aspiring for a projected price point of
$1,000
(equivalent to $3,100 in 2025). The Macintosh shipped for
$2,495
(equivalent to $7,700 in 2025), a price panned by critics due to its slow performance.
[
41
]
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
[
42
]
saying, "Do you want to sell sugar water for the rest of your life or come with me and change the world?"
[
43
]
Sculley removed Jobs as the head of the Macintosh division, with unanimous support from the Apple board of directors.
[
44
]
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.
[
45
]
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.
[
45
]
Jobs resigned from Apple in September 1985 and took several Apple employees with him to found
NeXT
.
[
46
]
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".
[
35
]
[
47
]
[
48
]
Wozniak remained employed by Apple as a representative,
[
47
]
receiving a stipend estimated to be $120,000 per year.
[
49
]
Jobs and Wozniak remained Apple shareholders following their departures.
[
50
]
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
-based
laser printer
.
PageMaker
, an early
desktop publishing
application taking advantage of the PostScript language, was also released by
Aldus Corporation
in July 1985.
[
51
]
It has been suggested that the combination of Macintosh, LaserWriter, and PageMaker was responsible for the creation of the
desktop publishing
market.
[
52
]
This dominant position in the desktop publishing market
[
53
]
allowed the company to focus on higher price points, the so-called "high-right policy" named for its position on a priceâprofits chart. Newer models selling at higher price points offered higher
profit margin
, and appeared to not affect total sales as
power users
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%
profit margins
of the
Macintosh II
.
[
54
]
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.
[
55
]
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
chief operating officer
.
[
56
]
Gassée left the company later that year to set up a rival,
Be Inc.
[
57
]
1990â1997: Decline and restructuring
Macintosh
LC II
The company pivoted its strategy and, in October 1990, introduced three lower-cost models: the
Macintosh Classic
, the
Macintosh LC
, and the
Macintosh IIsi
, all of which generated significant sales due to pent-up demand.
[
58
]
In 1991, Apple introduced the
PowerBook
, a commercially successful laptop whose clamshell design influenced later notebook computers. The same year, Apple introduced
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 the PowerBook brought increasing revenue.
[
59
]
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.
[
60
]
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
.
[
61
]
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 among so many models.
[
62
]
In 1993, 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.
[
63
]
The
Apple IIe
was discontinued in 1993.
[
64
]
Apple experimented with several other unsuccessful consumer targeted products during the 1990s, including
QuickTake
digital cameras
,
PowerCD
portable CD audio players
,
speakers
, the
Pippin
video game console, the
eWorld
online service, and
Apple Interactive Television Box
. Apple made significant investments in the
Newton
tablet division; the Newton was later criticized for high costs and limited commercial success, and commentators have attributed the decision to start that division in part to market forecasts by CEO John Sculley.
[
65
]
Throughout this period, Microsoft continued to gain market share with
Windows
by focusing on delivering software to inexpensive personal computers, while Apple was delivering a richly engineered but expensive experience.
[
66
]
Apple relied on high profit margins and never developed a clear response; it sued Microsoft for making a GUI similar to the
Lisa
in
Apple Computer, Inc. v. Microsoft Corp.
[
67
]
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
.
[
68
]
The
Power Macintosh 6100
, introduced in 1994, was Apple's first new home computer model after the switch to
PowerPC
processors.
Under Spindler, Apple,
IBM
, and
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.
[
69
]
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.
[
70
]
In 1996, Spindler was replaced as CEO by
Gil Amelio
, who was hired for his reputation as a corporate rehabilitator. Amelio made big changes, including extensive layoffs and cost-cutting.
[
71
]
This period was also marked by numerous failed attempts to modernize the Macintosh operating system (the
classic Mac OS
). The original Macintosh operating system (
System 1
) was not built for multitasking (running several applications at once). The company attempted to correct this by introducing
cooperative multitasking
in System 5, but still decided it needed a more modern approach.
[
72
]
This led to the
Pink
project in 1988,
A/UX
that same year,
Copland
in 1994, and evaluated the purchase of
BeOS
in 1996. Talks with Be stalled when the CEO, former Apple executive
Jean-Louis Gassée
, demanded $300Â million in contrast to Apple's $125-million offer.
[
73
]
With Apple only weeks away from
bankruptcy
,
[
74
]
the board preferred
NeXTSTEP
and purchased
NeXT
in late 1996 for $400Â million, retaining
Steve Jobs
.
[
75
]
1997â2007: Return to profitability
The NeXT acquisition was finalized on February 9, 1997,
[
76
]
and the board brought Jobs back to Apple as an advisor. On July 9, 1997, Jobs staged a boardroom coup, which 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.
[
77
]
The next month, in August 1997, Steve Jobs convinced Microsoft to make a $150-million investment in Apple and a commitment to continue developing Mac software.
[
78
]
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.
[
79
]
Around then, Jobs donated Apple's internal library and archives to
Stanford University
, to focus more on the present and the future rather than the past.
[
80
]
[
81
]
He ended the Mac clone deals and in September 1997, purchased the largest clone maker,
Power Computing
.
[
82
]
On November 10, 1997, the
Apple Store website
launched, which was tied to a new build-to-order manufacturing model similar to PC manufacturer
Dell
's success.
[
83
]
The moves paid off for Jobs; at the end of his first year as CEO, the company had a $309-million profit.
[
77
]
iMac
iBook
Power Macintosh G3
PowerBook G3
On May 6, 1998, Apple introduced a new all-in-one computer reminiscent of the original Macintosh: the
iMac
. The iMac sold 800,000 units in its first five months. It abandoned legacy technologies such as the
3
+
1
â
2
-inch diskette
, adopted the USB connector early, and came pre-installed with Internet connectivity (the 'i' in iMac) via Ethernet and a dial-up modem.
[
84
]
[
85
]
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.
[
86
]
[
87
]
A little more than a year later on July 21, 1999, Apple introduced the
iBook
consumer laptop. It culminated Jobs' 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.
[
88
]
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
Final Cut Pro
in April 1999.
[
89
]
Key Grip's development also led to Apple's release of the consumer video-editing product
iMovie
in October 1999.
[
90
]
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
iDVD
for the consumer market.
[
90
]
In 2000, Apple purchased the
SoundJam MP
audio player software from
Casady & Greene
. Apple renamed the program
iTunes
, simplified the user interface and added CD burning.
[
91
]
In 2001, Apple changed course with three announcements. First, on March 24, 2001, Apple announced the release of a new modern operating system,
Mac OS X
. This was after numerous failed attempts in the early 1990s, and several years of development. Mac OS X is based on
NeXTSTEP
,
OpenStep
, and
BSD Unix
, to combine the stability, reliability, and security of
Unix
with the ease of use of an overhauled user interface. Second, in May 2001, the first two
Apple Store
retail locations opened in Virginia and California, offering an improved presentation of the company's products.
[
92
]
[
93
]
[
94
]
At the time, many speculated that the stores would fail, but they later expanded to more than 500 locations worldwide.
[
95
]
[
2
]
Third, on October 23, 2001, the
iPod
portable digital audio player debuted. The product was first sold on November 10, 2001, and sold over 100Â million units within six years.
[
96
]
The iTunes Store was highly successful in shaping the legal
music downloading
industry; chart shows the number of songs sold from 2003 to 2010.
In 2003, the
iTunes Store
was introduced with
music downloads
for 99Âą a song and iPod integration. It quickly became the market leader in online music services, with over 5Â billion downloads by June 19, 2008.
[
97
]
Two years later, the iTunes Store was the world's largest music retailer.
[
98
]
In 2002, Apple purchased
Nothing Real
for its advanced digital
compositing
application
Shake
,
[
99
]
and
Emagic
for the music productivity application
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
GarageBand
application.
[
100
]
The release of
iPhoto
that year completed the
iLife
suite.
[
101
]
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.
[
102
]
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 lineâover one year sooner than announced.
[
102
]
The Power Mac, iBook, and PowerBook brands were retired during the transition; the
Mac Pro
,
MacBook
, and MacBook Pro became their respective successors.
[
103
]
Apple also introduced
Boot Camp
in 2006 to help users install
Windows XP
or
Windows Vista
on their Intel Macs alongside Mac OS X.
[
104
]
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.
[
105
]
When Apple surpassed Dell's
market cap
in January 2006,
[
106
]
Jobs sent an email to Apple employees saying Dell's
CEO
Michael Dell
should eat his words.
[
107
]
Nine years prior, Dell had said that if he ran Apple he would "shut it down and give the money back to the shareholders".
[
108
]
2007â2011: Success with mobile devices
The newly announced
first-generation 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 broadened its focus from computers to consumer electronics.
[
109
]
This event also saw the announcement of the
iPhone
[
110
]
and the
Apple TV
.
[
111
]
The company sold 270,000
first-generation iPhones
during the first 30 hours of sales,
[
112
]
and some industry commentators described the device as "a game changer for the industry".
[
113
]
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
without
digital rights management
, thereby allowing tracks to be played on third-party players if record labels would agree to drop the technology.
[
114
]
On April 2, 2007, Apple and
EMI
jointly announced the removal of DRM technology from EMI's catalog in the iTunes Store, effective in May 2007.
[
115
]
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 its
FairPlay
DRM.
[
116
]
In July 2008, Apple launched the
App Store
to sell third-party applications for the iPhone and
iPod Touch
.
[
117
]
Within a month, the store sold 60Â million applications and registered an average daily revenue of $1Â million, with Jobs speculating in August 2008 that the App Store could become a billion-dollar business for Apple.
[
118
]
By October 2008, Apple was the third-largest mobile handset supplier in the world due to the popularity of the iPhone.
[
119
]
A docked
iPod Classic
; Apple worked with other manufacturers to implement purpose-built "
Made for iPod
" docking stations.
On January 14, 2009, Jobs announced in an internal memo that he would be taking a six-month medical
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".
[
120
]
Though Jobs was absent, Apple recorded its best non-holiday quarter (Q1 FY 2009) during
the recession
, with revenue of $8.16Â billion and profit of $1.21Â billion.
[
121
]
After years of speculation and multiple rumored "leaks", Apple unveiled a large screen, tablet-like media device known as the
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 US. It sold more than 300,000 units on its first day, and 500,000 by the end of the first week.
[
122
]
In May 2010, Apple's market cap exceeded that of competitor
Microsoft
for the first time since 1989.
[
123
]
In June 2010, Apple released the
iPhone 4
,
[
124
]
which introduced
video calling
using
FaceTime
,
multitasking
, and a new design with an exposed
stainless steel
frame as the phone's antenna system. Later that year, Apple again refreshed the
iPod
line by introducing a
multi-touch
iPod Nano
, an iPod Touch with FaceTime, and an
iPod Shuffle
that brought back the
clickwheel
buttons of earlier generations.
[
125
]
It also introduced the smaller, cheaper second-generation Apple TV which allowed the rental of movies and shows.
[
126
]
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' day-to-day operations at Apple, although Jobs would still remain "involved in major strategic decisions".
[
127
]
Apple became the most valuable consumer-facing brand in the world,
[
128
]
and has consistently been among the most valuable brands since then.
[
129
]
In June 2011, Jobs took the stage and unveiled
iCloud
, an online storage and syncing service for music, photos, files, and software which replaced
MobileMe
, Apple's previous attempt at content syncing.
[
130
]
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.
[
131
]
He was replaced by Cook
[
132
]
and Jobs became Apple's chairman. Apple did not have a chairman at the time
[
133
]
and instead had two co-lead directors,
Andrea Jung
and
Arthur D. Levinson
,
[
134
]
who continued with those titles until Levinson replaced Jobs as chairman of the board in November after Jobs' death.
[
135
]
2011â2020: Post-Jobs era, new devices
On October 5, 2011, Steve Jobs died, marking the end of an era for Apple.
[
136
]
The next major product announcement by Apple was on January 19, 2012, when Apple's
Phil Schiller
introduced
iBooks
Textbooks for iOS and iBooks Author for Mac OS X in New York City.
[
137
]
Jobs stated in the biography
Steve Jobs
that he wanted to reinvent the
textbook
industry and education.
[
138
]
From 2011 to 2012, Apple released the
iPhone 4S
[
139
]
and
iPhone 5
,
[
140
]
which featured improved cameras, an
intelligent software assistant
named
Siri
, and cloud-synced data with iCloud; the
third-
and
fourth-generation iPads
, which featured
Retina displays
;
[
141
]
[
142
]
and the
iPad Mini
, which featured a 7.9-inch screen in contrast to the iPad's 9.7-inch screen.
[
143
]
These launches were successful, with the iPhone 5 (released September 21, 2012) becoming Apple's biggest iPhone launch with over two million pre-orders
[
144
]
and sales of three million iPads in three days following the launch of the iPad Mini and fourth-generation iPad (released November 3, 2012).
[
145
]
Apple also released a third-generation 13-inch
MacBook Pro
with a Retina display and new
iMac
and
Mac Mini
computers.
[
142
]
[
143
]
[
146
]
On August 20, 2012, Apple's rising stock price increased the company's market capitalization to a then-record $624Â billion. This beat the non-inflation-adjusted record for market capitalization previously set by
Microsoft
in 1999.
[
147
]
On August 24, 2012, a US jury ruled that Samsung should pay Apple $1.05Â billion (ÂŁ665m) in damages in an
intellectual property
lawsuit.
[
148
]
Samsung appealed the damages award, which was reduced by $450Â million
[
149
]
and further granted Samsung's request for a new trial.
[
149
]
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.
[
150
]
It is predicted that Apple will make
US$280
 million per year from this deal with HTC.
[
151
]
In May 2014, Apple confirmed its intent to acquire
Dr. Dre
and
Jimmy Iovine
's audio company
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, and to sell its 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.
[
152
]
First-generation Apple Watch
(2015)
During a press event on September 9, 2014, Apple introduced a
smartwatch
called the
Apple Watch
.
[
153
]
Initially, Apple marketed the device as a
fashion accessory
[
154
]
and a complement to the iPhone, that would allow people to look at their smartphones less.
[
155
]
Over time, the company has focused on developing health and fitness-oriented features on the watch, in an effort to compete with dedicated
activity trackers
. In January 2016, Apple announced that over one billion Apple devices were in active use worldwide.
[
156
]
On June 6, 2016,
Fortune
released the
Fortune
500
, its annual list of companies ranked on revenue generation. In the trailing fiscal year of 2015, Apple was listed as the top tech company.
[
157
]
It ranked third, overall, with
US$233
 billion in revenue.
[
157
]
This represents a movement upward of two spots from the previous year's list.
[
157
]
In June 2017, Apple announced the
HomePod
, its
smart speaker
aimed to compete against
Sonos
,
Google Home
, and
Amazon Echo
.
[
158
]
Toward the end of the year,
TechCrunch
reported that Apple was acquiring
Shazam
, a company that introduced its products at WWDC and specializing in music, TV, film and advertising recognition.
[
159
]
The acquisition was confirmed a few days later, reportedly costing Apple
US$400
 million, with media reports that the purchase looked like a move to acquire data and tools bolstering the
Apple Music
streaming service.
[
160
]
The purchase was approved by the
European Union
in September 2018.
[
161
]
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
.
[
162
]
In June 2018, Apple signed the
Writers Guild of America
's minimum basic agreement and
Oprah Winfrey
to a multi-year content partnership.
[
163
]
Additional partnerships for original series included
Sesame Workshop
and
DHX Media
and its subsidiary
Peanuts Worldwide
, and a partnership with
A24
to create original films.
[
164
]
During the
Apple Special Event
in September 2017, the
AirPower
wireless charger was announced alongside the
iPhone X
,
iPhone 8
, and
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.
[
165
]
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.
[
166
]
2020â2024: Transition from Intel CPUs, legal compliance and settlements
MacBook Air M1
(2020), Apple's first notebook computer following the switch from Intel x86 to
ARM
processors
During its annual
WWDC
keynote speech on June 22, 2020, Apple announced it would move away from Intel processors, and the
Mac would transition to processors developed in-house
.
[
167
]
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.
[
168
]
On November 10, 2020, the MacBook Air, MacBook Pro, and the Mac Mini became the first Macs powered by an Apple-designed processor, the
Apple M1
.
[
169
]
In April 2022, it was reported that
Samsung Electro-Mechanics
would be collaborating with Apple on its M2 chip instead of
LG Innotek
.
[
170
]
Developer logs showed that at least nine Mac models with four different M2 chips were being tested.
[
171
]
The Wall Street Journal
reported that Apple's effort to develop its own chips left it better prepared to deal with the semiconductor shortage that emerged during the
COVID-19 pandemic
, which led to increased profitability, with sales of M1-based Mac computers rising sharply in 2020 and 2021. It also inspired other companies like
Tesla
,
Amazon
, and
Meta Platforms
to pursue a similar path.
[
172
]
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.
[
173
]
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.
[
174
]
Further insider reports state that the device uses iris scanning for payment confirmation and signing into accounts.
[
175
]
In June 2023, Apple formally announced its first mixed reality headset, the
Apple Vision Pro
, which ran its new
visionOS
operating system.
[
176
]
The headset was released in February of the following year.
[
177
]
On June 18, 2022, the Apple Store in
Towson, Maryland
, became the first to unionize in the US, with the employees voting to join the
International Association of Machinists and Aerospace Workers
.
[
178
]
On July 7, 2022, Apple added Lockdown Mode to macOS 13 and iOS 16, as a response to the earlier Pegasus revelations; the mode increases security protections for high-risk users against targeted
zero-day
malware.
[
179
]
Apple launched a
buy now, pay later
service called 'Apple Pay Later' for its
Apple Wallet
users in March 2023. The program allows its users to apply for loans between $50 and $1,000 to make online or in-app purchases and then repaying them through four installments spread over six weeks without any interest or fees.
[
180
]
[
181
]
In November 2023, Apple agreed to a $25-million settlement in a
US Department of Justice
case that alleged Apple was discriminating against US citizens in hiring. Apple created jobs that were not listed online and that required a paper submission application, while advertising these jobs to foreign workers as part of recruitment for
PERM
.
[
182
]
In January 2024, Apple announced compliance with the European Union's competition law, with major changes to the App Store and other services, effective on 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.
[
183
]
In June 2024, Apple introduced
Apple Intelligence
to incorporate on-device
artificial intelligence
(AI) capabilities.
[
184
]
On November 1, 2024, Apple announced its acquisition of
Pixelmator
, a company known for its image editing applications for iPhone and Mac. Apple had previously showcased Pixelmator's apps during its product launches, including naming Pixelmator Pro its Mac App of the Year in 2018 for its innovative use of machine learning and AI. In the announcement, Pixelmator stated that there would be no significant changes to its existing apps following the acquisition.
[
185
]
On December 31, 2024, a preliminary settlement was filed in the Oakland California federal court that accused Apple of unlawfully recording private conversations, through unintentional Siri activations, and of sharing them with third parties, including advertisers. Apple agreed to a $95-million cash settlement to resolve this lawsuit in which its Siri assistant violated user privacy. While denying any wrongdoing, Apple settled the case, allowing affected users to potentially claim up to $20 per device. Attorneys sought $28.5 million in fees from the settlement fund.
[
186
]
2025âpresent: Domestic investment, integrating AI capabilities into products and challenges
In 2025, Apple undertook its largest investment initiative to date, announcing a commitment to spend over $500 billion in the United States over the following four years. This extensive strategy includes the opening of a new manufacturing facility in Houston to produce servers supporting Apple Intelligence, expansion of
research and development
in fields like silicon engineering and AI, and the establishment of a new advanced manufacturing academy in Detroit. The company also pledged to double its US Advanced Manufacturing Fund and increase collaboration with American suppliers, aiming to create tens of thousands of jobs related to R&D, AI, and manufacturing technologies.
[
187
]
The software landscape at Apple underwent a transformation in 2025. At its Worldwide Developers Conference (WWDC), Apple introduced the new "
Liquid Glass
" design language, rolled out unified system design updates across
iOS 26
,
iPadOS 26
,
macOS Tahoe
, and other platforms, and significantly expanded the capabilities of Apple Intelligence. According to Apple, these updates were intended to address previous criticisms of fragmented interfaces and to use onâdevice and cloudâbased AI to improve privacy and user experience.
[
188
]
[
189
]
Despite continued growth in its services sector, including a new all-time high for services revenue in the March quarter and the launch of updated models such as the
iPhone 16e
and M4 MacBook Air,
[
190
]
[
191
]
Apple faced significant challenges. The company contended with a 19% decline in stock value year-to-date, ongoing antitrust investigations by the US Department of Justice, and legal disputes involving the App Store.
Competition in the AI space
escalated, with rivals gaining ground. High-profile departures
[
192
]
and political tensions, including calls for Apple to manufacture iPhones domestically or face tariffs, added to the pressure, have been cited by analysts as contributing to a difficult year for CEO
Tim Cook
.
[
193
]
In December 2025, Cook met with US House members to push back against the App Store Accountability Act which could require that Apple authenticates users' ages and possibly collect sensitive data on children.
[
194
]
On January 12, 2026, Apple announced a partnership with
Google Gemini
for AI-powered Siri.
[
195
]
In January 2026, Apple acquired Q.ai, an Israeli artificial intelligence startup specializing in imaging and machine learning technologies for audio processing. The financial terms were not disclosed, though media reports estimated the acquisition at nearly US$2 billion; this is Apple's second-largest purchase to date. Following the deal, Q.ai's founders and approximately 100 employees joined Apple.
[
196
]
[
197
]
[
198
]
In February 2026, US lawmakers requested that the United Kingdom government provide a briefing on its now-rescinded order for Apple to build a backdoor into its encrypted devices, expressing concerns about privacy and security implications of such access.
[
199
]
Products
Since the company's founding and into the early 2000s, Apple primarily sold computers, which are marketed as
Macintosh
since the mid-1980s. Since then, the company has expanded its product categories to include various portable devices, starting with the now discontinued
iPod
(2001), and later the
iPhone
(2007) and
iPad
(2010). Apple also sells several other products that it categorizes as "Wearables, Home and Accessories", such as the
Apple Watch
,
Apple TV
,
AirPods
,
HomePod
, and
Apple Vision Pro
. As of 2023
, there were over 2 billion Apple devices in active use worldwide.
[
200
]
Commentators have described Apple devices as forming
a cohesive ecosystem
when used together,
[
201
]
but have criticized them for reduced functionality or fewer features available when used with competing devices, and for reliance on Apple's proprietary features, software, and servicesâan approach often described as a "
walled garden
".
[
202
]
Cory Doctorow
, a Canadian
intellectual property
researcher and activist, characterized Apple's strategy of promoting interoperability with its own products while simultaneously reducing functionality for competitors as an
anti-competitive practice
.
[
203
]
Mac
MacBook Air with M2 chip
iMac with M1 chip
Mac, which is short for Macintosh, its official name until 1999, is Apple's line of personal computers that use the company's proprietary
macOS
operating system. Personal computers were Apple's original business line, but as of the end of 2024
they account for only about eight percent of the company's revenue.
[
204
]
There are six Mac computer families in production:
iMac
: Consumer all-in-one desktop computer, introduced in 1998.
Mac Mini
: Consumer sub-desktop computer, introduced in 2005.
MacBook Pro
: Professional notebook, introduced in 2006.
MacBook Air
: Consumer ultra-thin notebook, introduced in 2008.
Mac Studio
: Professional small form-factor workstation, introduced in 2022.
MacBook Neo
: Low-cost ultra-thin notebook, introduced in 2026.
Macs use
Apple silicon
chips, run the macOS operating system, and include Apple software like the
Safari
web browser,
iMovie
for home movie editing,
GarageBand
for music creation, and the
iWork
productivity suite. Apple also sells
pro apps
:
Final Cut Pro
for video production,
Logic Pro
for musicians and producers, and
Xcode
for software developers. Apple also sells a variety of accessories for Macs, including the
Studio Display
and
Studio Display XDR
,
Magic Mouse
,
Magic Trackpad
, and
Magic Keyboard
. The latest and current series of Mac include either the
M5
Apple Silicon chip, expected to be released with a new Mac Studio model in mid-2026 and already available in the MacBook Pro and the
A18 Pro
-powered MacBook Neo, the company's first ostensibly 'entry level' MacBook product.
[
205
]
[
206
]
iPhone
Back view of an
iPhone 16
in ultramarine
The iPhone is Apple's line of
smartphones
, which run the company's
iOS
operating system. The
first iPhone
was unveiled by Steve Jobs on January 9, 2007. Since then, new
iPhone models
have been released every year. When it was introduced, its
multi-touch
screen was described as "revolutionary" and a "game-changer" for the mobile phone industry. The device has been credited with creating the
app economy
.
iOS is one of the two major smartphone
platforms
in the world, alongside
Android
. The iPhone has generated large profits for the company, and is credited with helping to make Apple one of the world's most valuable publicly traded companies.
[
207
]
As of the end of 2024
, the iPhone accounts for nearly half of the company's revenue.
[
204
]
iPad
Main article:
iPad
The
2020 iPad Pro
on display
The iPad is Apple's line of
tablets
, which run the company's
iPadOS
operating system. The
first-generation iPad
was announced on January 27, 2010. The iPad is mainly marketed for consuming multimedia, creating art, working on documents, videoconferencing, and playing games. The iPad lineup consists of several base iPad models, and the smaller
iPad Mini
, upgraded
iPad Air
, and high-end
iPad Pro
. Apple has consistently improved the iPad's performance, with the iPad Pro adopting the same
M-series
chips as the Mac, though the iPad continues to receive criticism for its limited OS.
[
208
]
[
209
]
As of September 2020,
Apple has sold more than 500Â million iPads, though sales peaked in 2013.
[
210
]
The iPad remains the
most popular tablet computer by sales
as of the second quarter of 2020
,
[
211
]
and accounted for seven percent of the company's revenue as of the end of 2024
.
[
204
]
Apple sells several
iPad accessories
, including the
Apple Pencil
,
Smart Keyboard
,
Smart Keyboard Folio
,
Magic Keyboard
, and several adapters.
Other products
Apple makes several other products that it categorizes as "Wearables, Home and Accessories".
[
212
]
These products include the
AirPods
line of wireless headphones,
Apple TV
digital media players,
Apple Watch
smartwatches,
Beats
headphones,
HomePod
smart speakers, and the
Vision Pro
mixed reality headset. As of the end of 2024
, this broad line of products comprises about ten percent of the company's revenues.
[
204
]
Services
Apple offers a broad line of services, including advertising in the
App Store
and Apple News app, the
AppleCare+
extended warranty plan, the
iCloud+
cloud-based data storage service, payment services through the
Apple Card
credit card and the
Apple Pay
processing platform, digital content services including
Apple Books
,
Apple Fitness+
,
Apple Music
,
Apple News+
,
Apple TV
(formerly TV+), and the
iTunes Store
. Apple also provides
Apple One
, which is a bundle of these services. In 2019, Apple announced it would be making a concerted effort to expand its service revenues.
[
213
]
As of the end of 2024
, services comprise about 26% of the company's revenue.
[
204
]
Marketing
Branding
The original official logo of Apple was used from 1977 to 1999.
[
214
]
According to Steve Jobs, the company's name was inspired by his visit to an apple farm while on a
fruitarian
diet.
[
215
]
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.
[
216
]
This logo has been erroneously referred to as a tribute to
Alan Turing
, with the bite mark a reference to
his method of suicide
.
[
217
]
On August 27, 1999,
[
218
]
Apple officially dropped the rainbow scheme and began to use single-color logos nearly identical in shape to the previous rainbow incarnation. An
Aqua
-themed version of the logo was used from 1997 until 2003, and a glass-themed version was used from 2007 until 2013.
[
219
]
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",
[
220
]
while Jonathan Ive claimed in 2014 that "people have an incredibly personal relationship" with Apple's products.
[
86
]
Fortune
magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012.
[
221
]
On September 30, 2013, Apple surpassed
Coca-Cola
to become the world's most valuable brand in the
Omnicom Group
's "Best Global Brands" report.
[
222
]
Boston Consulting Group
has ranked Apple as the world's most innovative brand every year as of 2005
.
[
223
]
As of January 2021,
1.65 billion Apple products were in active use.
[
224
]
[
225
]
In February 2023, that number exceeded 2 billion devices.
[
226
]
[
200
]
In 2023, the
World Intellectual Property Organization
's Madrid Yearly Review ranked Apple's number of
trademark
applications, filled under the
Madrid System
, as 10th in the world, with 74 trademark applications submitted during 2023.
[
227
]
Advertising
Apple's first slogan, "
Byte
into an Apple", was coined in the late 1970s.
[
228
]
From 1997 to 2002, the slogan "
Think different
" was used in advertising campaigns, and is still closely associated with Apple.
[
229
]
Apple also has slogans for specific product linesâfor example, "iThink, therefore iMac" was used in 1998 to promote the
iMac
,
[
230
]
and "Say hello to iPhone" has been used in iPhone advertisements.
[
231
]
"Hello" was also used to introduce the original Macintosh,
Newton
, iMac ("hello (again)"), and iPod.
[
232
]
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
,
[
233
]
particularly the 2005 Power Mac ads.
[
234
]
Apple's product advertisements gained significant attention as a result of their graphics and song choice.
[
235
]
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 NaĂŻm
with the song "
New Soul
".
[
235
]
Stores
Apple Fifth Avenue
is the flagship store in New York City.
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-
CEO
Steve Jobs,
[
93
]
after years of attempting but failing
store-within-a-store
concepts.
[
94
]
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.
[
94
]
Jobs relaunched Apple's online store in 1997,
[
236
]
and opened the first two physical stores in 2001.
[
93
]
The media initially speculated that Apple would fail,
[
95
]
but they exceeded 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.
[
95
]
Over the years, Apple has expanded the number of retail locations and its geographical coverage, with 499 stores across 22 countries worldwide as of December 2017
.
[
2
]
Strong product sales have placed Apple among the top-tier retail stores, with sales over $16 billion globally in 2011.
[
237
]
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.
[
238
]
Many Apple Stores are located inside shopping malls, but Apple has built several stand-alone "flagship" stores in high-profile locations.
[
94
]
It has been granted design
patents
and received architectural awards for its stores' designs and construction, specifically for its use of glass staircases and cubes.
[
239
]
The success of Apple Stores have had significant influence over other consumer electronics retailers, which have lost traffic, control and profits due to a perceived higher quality of service and products at Apple Stores.
[
240
]
Due to the popularity of the brand, Apple receives a large number of job applications, many of which come from young workers.
[
237
]
Although Apple Store employees receive above-average pay, are offered money toward education and health care, and receive product discounts,
[
237
]
there are limited or no paths of career advancement.
[
237
]
Market power
On March 16, 2020, France fined Apple âŹ1.1 billion for colluding with two wholesalers to stifle competition and keep prices high by impeding 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.
[
241
]
On August 13, 2020,
Epic Games
, the maker of the popular game
Fortnite
,
sued Apple
and
Google
after
Fortnite
was removed from Apple's and Google's app stores. The lawsuits came after Apple and Google blocked the game after it introduced a direct payment system that bypassed the fees that Apple and Google had imposed.
[
242
]
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.
[
243
]
Later, in December 2020,
Facebook
agreed to assist Epic in its 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.
[
244
]
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.
[
245
]
Privacy
PRISM
is a
clandestine
surveillance
program under which the
NSA
collects user data from companies such as Facebook and Apple.
[
246
]
Apple has publicly taken a pro-privacy stance, actively making privacy-conscious features and settings part of its conferences, promotional campaigns, and public image.
[
247
]
With its
iOS 8
mobile operating system in 2014, the company started encrypting all contents of
iOS
devices through users' passcodes, making it impossible at the time for the company to provide customer data to law enforcement requests seeking such information.
[
248
]
With the popularity rise of cloud storage solutions, Apple began a technique in 2016 to do
deep learning
scans for facial data in photos on the user's local device and encrypting the content before uploading it to Apple's
iCloud
storage system.
[
249
]
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".
[
250
]
Users are explicitly asked if they want to participate, and can actively opt-in or opt-out.
[
251
]
However, Apple has aided law enforcement in criminal investigations by providing iCloud backups of users' devices,
[
252
]
and the company's commitment to privacy has been questioned by its efforts to promote
biometric authentication
technology in its
iPhone models
starting with the
iPhone 5s
,
[
253
]
which do not have the same level of
constitutional
privacy as a passcode in the United States.
[
254
]
With Apple's release of an update to
iOS 14
, Apple required all developers of iPhone, iPad, and iPod Touch applications to directly ask iPhone users permission to track them. The feature, called "App Tracking Transparency", received heavy criticism from
Facebook
, whose primary business model revolves around the tracking of users' data and sharing such data with advertisers so users can see more relevant ads, a technique commonly known as
targeted advertising
. After Facebook's measures, including purchasing full-page newspaper advertisements protesting App Tracking Transparency, Apple released the update in early 2021. A study by
Verizon
subsidiary Flurry Analytics reported only 4% of iOS users in the United States and 12% worldwide have opted into tracking.
[
255
]
Prior to the release of
iOS 15
, Apple announced new efforts at combating
child sexual abuse material
on iOS and Mac platforms. Parents of minor
iMessage
users can now be alerted if their child sends or receives nude photographs. Additionally, on-device
hashing
would take place on media destined for upload to iCloud, and hashes would be compared to a list of known abusive images provided by law enforcement; if enough matches were found, Apple would be alerted and authorities informed. The new features received praise from law enforcement and victims rights advocates. However, privacy advocates, including the
Electronic Frontier Foundation
, condemned the new features as invasive and highly prone to abuse by authoritarian governments.
[
256
]
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.
[
257
]
In December 2019, security researcher
Brian Krebs
discovered that the
iPhone 11 Pro
would still show the arrow indicatorâsignifying location services are being usedâat the top of the screen while the main location services toggle is enabled, despite all individual location services being disabled. Krebs was unable to replicate this behavior on older models and when asking Apple for comment, he was told by Apple that "It is expected behavior that the Location Services icon appears in the status bar when Location Services is enabled. The icon appears for system services that do not have a switch in Settings."
[
258
]
Apple later further clarified that this behavior was to ensure compliance with
ultra-wideband
regulations in specific countries, a technology Apple started implementing in iPhones starting with iPhone 11 Pro, and emphasized that "the management of ultra wideband compliance and its use of location data is done entirely on the device and Apple is not collecting user location data." Will Strafach, an executive at security firm
Guardian Firewall
, confirmed the lack of evidence that location data was sent off to a remote server. Apple promised to add a new toggle for this feature and in later iOS revisions Apple provided users with the option to tap on the location services indicator in Control Center to see which specific service is using the device's location.
[
259
]
[
260
]
According to published reports by
Bloomberg News
on March 30, 2022, Apple turned over data such as phone numbers, physical addresses, and
IP addresses
to hackers posing as law enforcement officials using forged documents. The law enforcement requests sometimes included
forged signatures
of real or fictional officials. When asked about the allegations, an Apple representative referred the reporter to a section of the company policy for law enforcement guidelines, which stated, "We review every data request for legal sufficiency and use advanced systems and processes to validate law enforcement requests and detect abuse."
[
261
]
Corporate affairs
Business trends
The key trends for Apple are, as of each financial year ending September 24:
[
262
]
[
263
]
Fiscal year
Revenue figures
Non-revenue figures
Ref.
Total
revenue
(US$ b)
iPhone
revenue
(US$ b)
Mac
revenue
(US$ b)
iPad
revenue
(US$ b)
Wearables, home,
and accessories
revenue
(US$ b)
Services
revenue
(US$ b)
Net profit
(US$Â b)
Number of
employees
(k,
FTE
)
2011
108
45.9
21.7
19.1
11.9
9.3
25.9
60.4
[
264
]
2012
156
78.6
23.2
30.9
10.7
12.8
41.7
72.8
[
265
]
2013
170
91.2
21.4
31.9
10.1
16.0
37.0
80.3
[
266
]
2014
182
101
24.0
30.2
8.3
18.0
39.5
92.6
[
267
]
2015
233
155
25.4
23.2
10.0
19.9
53.3
110
[
268
]
2016
215
136
22.8
20.6
11.1
24.3
45.6
116
[
269
]
2017
229
139
25.5
18.8
12.8
32.7
48.3
123
[
270
]
2018
265
164
25.1
18.3
17.3
39.7
59.3
132
[
271
]
2019
260
142
25.7
21.2
24.4
46.2
55.2
137
[
272
]
2020
274
137
28.6
23.7
30.6
53.7
57.4
147
[
273
]
2021
365
191
35.1
31.8
38.3
68.4
94.6
154
[
274
]
2022
394
205
40.1
29.2
41.2
78.1
99.8
164
[
275
]
2023
383
200
29.3
28.3
39.8
85.2
96.9
161
[
276
]
2024
391
201
29.9
26.6
37.0
96.1
93.7
164
[
277
]
2025
416
209
33.7
28.0
35.6
109
112
166
[
278
]
Leadership
Senior management
As of March 9, 2026
, the management of Apple includes:
[
279
]
Tim Cook
(
chief executive officer
)
Sabih Khan
(
chief operating officer
)
Kevan Parekh
(senior vice president and
chief financial officer
)
Katherine L. Adams (senior vice president - Government Affairs)
Eddy Cue
(senior vice president â Services and Health)
Craig Federighi
(senior vice president â Software Engineering)
Greg Joswiak
(senior vice president â Worldwide Marketing)
Jennifer Newstead
(senior vice president and General Counsel)
Deirdre O'Brien
(senior vice president â
Retail
+ People)
Johny Srouji
(senior vice president â Hardware Technologies)
John Ternus
(senior vice president â Hardware Engineering)
Board of directors
As of January 3, 2025
, the
board of directors
of Apple includes:
[
279
]
Arthur D. Levinson
(chairman)
Tim Cook
(executive director and CEO)
Wanda Austin
Alex Gorsky
Andrea Jung
Monica Lozano
Ronald Sugar
Susan Wagner
Previous CEOs
Michael Scott
(1977â1981)
Mike Markkula
(1981â1983)
John Sculley
(1983â1993)
Michael Spindler
(1993â1996)
Gil Amelio
(1996â1997)
Steve Jobs
(1997â2011)
Ownership
As of December 31, 2025
, the largest shareholders of Apple were:
[
280
]
The Vanguard Group
(1,430,000,000 shares, 9.72%)
BlackRock
(1,150,000,000 shares, 7.86%)
State Street Corporation
(604,060,000 shares, 4.11%)
Geode Capital Management
(358,030,000 shares, 2.44%)
Fidelity Investments
(307,400,000 shares, 2.09%)
Morgan Stanley
(230,480,000 shares, 1.57%)
Berkshire Hathaway
(227,920,000 shares, 1.55%)
JPMorgan Chase
(225,420,000 shares, 1.54%)
T. Rowe Price
(203,500,000 shares, 1.39%)
Norges Bank
(192,260,000 shares, 1.31%)
Corporate culture
Co-founder
Steve Wozniak
and Macintosh engineer
Andy Hertzfeld
attended the
Apple User Group Connection
club in 1985.
Universities that 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
Fortune
500
company. By the time of the "
1984
" television advertisement, Apple's informal culture had become a key trait that differentiated it from its competitors.
[
281
]
According to a 2011 report in
Fortune
, this has resulted in a corporate culture more akin to a startup rather than a multinational corporation.
[
282
]
In a 2017 interview, Wozniak credited watching
Star Trek
and attending
Star Trek
conventions
in his youth as inspiration for co-founding Apple.
[
283
]
As the company has grown and been led by a series of differently opinionated chief executives, some media have suggested that it has lost some of its original character.
[
284
]
[
285
]
[
286
]
[
287
]
Nonetheless, it has maintained a reputation for fostering individuality and excellence that reliably attracts talented workers, particularly after Jobs returned.
[
288
]
Numerous Apple employees have stated that projects without Jobs' involvement often took longer than others.
[
289
]
The Apple
Fellows
program awards employees for extraordinary technical or leadership contributions to
personal computing
. Recipients include
Bill Atkinson
,
[
290
]
Steve Capps
,
[
291
]
Rod Holt
,
[
290
]
Alan Kay
,
[
292
]
[
293
]
Guy Kawasaki
,
[
292
]
[
294
]
Al Alcorn
,
[
295
]
Don Norman
,
[
292
]
Rich Page
,
[
290
]
Steve Wozniak
,
[
290
]
and
Phil Schiller
.
[
296
]
Jobs intended that employees were to be specialists who are not exposed to functions outside their area of expertise. For instance,
Ron Johnson
âSenior Vice President of Retail Operations until November 1, 2011âwas 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.
[
297
]
Apple is known for strictly enforcing accountability. Each project has a "directly responsible individual" or "DRI" in Apple jargon.
[
282
]
[
298
]
Unlike other major US 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.
[
299
]
In 2015, Apple had 110,000Â full-time employees. This increased to 116,000Â 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.
[
300
]
In September 2017, Apple announced that it had over 123,000 full-time employees.
[
301
]
Apple has a strong culture of
corporate secrecy
, and has an anti-
leak
Global Security team that recruits from the
National Security Agency
, the
Federal Bureau of Investigation
, and the
United States Secret Service
.
[
302
]
In December 2017,
Glassdoor
said Apple was the 48th best place to work, having originally entered at rank 19 in 2009, peaking at rank 10 in 2012, and falling down the ranks in subsequent years.
[
303
]
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"
.
[
304
]
Offices
The original Apple Campus has the street address 1 Infinite Loop, Cupertino, California.
Apple's world corporate headquarters are located in
Cupertino
, in the middle of California's
Silicon Valley
, at Apple Park, a massive circular
groundscraper
building with a
circumference
of one mile (1.6Â km). The building opened in April 2017 and houses more than 12,000 employees. Apple co-founder
Steve Jobs
wanted Apple Park to look less like a
business park
and more like a nature refuge, and personally appeared before the Cupertino City Council in June 2011 to make the proposal, in his final public appearance before his death.
Apple also operates from the Apple Campus (also known by its address, 1 Infinite Loop), a grouping of six buildings in Cupertino that total 850,000 square feet (79,000Â m
2
) located about 1 mile (1.6Â km) to the west of Apple Park.
[
305
]
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 1â6
Infinite Loop
, are arranged in a circular pattern around a central
green space
, in a design that has been compared to that of a
university
.
In addition to Apple Park and the Apple Campus, Apple occupies an additional thirty office buildings scattered throughout the city of Cupertino, including three buildings as prior headquarters: Stephens Creek Three from 1977 to 1978, Bandley One from 1978 to 1982, and Mariani One from 1982 to 1993.
[
306
]
In total, Apple occupies almost 40% of the available office space in the city.
[
307
]
Apple's headquarters for Europe, the Middle East and Africa (EMEA) are located in
Cork
in the south of
Ireland
, called the Hollyhill campus.
[
308
]
The facility, which opened in 1980, houses 5,500 people and was Apple's first location outside of the United States.
[
309
]
Apple's international sales and distribution arms operate out of the campus in Cork.
[
310
]
Apple has two campuses near Austin, Texas: a 216,000-square-foot (20,100Â m
2
) campus opened in 2014 houses 500 engineers who work on
Apple silicon
[
311
]
and a 1.1-million-square-foot (100,000Â m
2
) campus opened in 2021 where 6,000 people work in technical support, supply chain management, online store curation, and
Apple Maps
data management. The company also has several other locations in Boulder, Colorado; Culver City, California; Herzliya (Israel), London, New York, Pittsburgh, San Diego, and Seattle that each employ hundreds of people.
[
312
]
Litigation
Apple has been a participant in various legal proceedings and claims since it began operation.
[
313
]
In particular, Apple is known for and promotes itself as actively and aggressively enforcing its intellectual property interests. Some litigation examples include
Apple v. Samsung
,
Apple v. Microsoft
,
Motorola Mobility v. Apple Inc.
, and
Apple Corps v. Apple Computer
. Apple has also had to defend itself against charges on numerous occasions of violating intellectual property rights. Most have been dismissed in the courts as
shell companies
known as
patent trolls
, with no evidence of actual use of
patents
in question.
[
314
]
On December 21, 2016, Nokia announced that in the US and Germany, it has filed a suit against Apple, claiming that the latter's products infringe on Nokia's patents.
[
315
]
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.
[
316
]
Epic Games
filed a
lawsuit
against Apple in August 2020 in the
United States District Court for the Northern District of California
, related to Apple's practices in the
iOS App Store
.
In January 2022,
Ericsson
sued Apple over payment of royalty of
5G
technology.
[
317
]
On June 24, 2024, the
European Commission
accused Apple of violating the
Digital Markets Act
by preventing "app developers from freely steering consumers to alternative channels for offers and content".
[
318
]
In April 2025, Apple was found guilty and fined âŹ500 million ($570 million) for violating the Digital Markets Act.
[
319
]
Lobbying
In 2025, Apple was one of the donors who funded the White House's
East Wing demolition
, and planned building of
a ballroom
.
[
320
]
Finances
Revenue by market (2024)
[
321
]
Country
Share
Americas
43.7%
EMEA
25.9%
Greater China
17.1%
Rest of
Asia-Pacific
7.8%
Japan
6.1%
As of 2024, Apple was the world's
fourth-largest personal computer vendor
,
[
322
]
the
largest vendor of tablet computers
,
[
323
]
and the
largest vendor of mobile phones
.
[
324
]
It is a
Big Tech
company.
[
325
]
[
326
]
In its fiscal year ending in September 2011, Apple reported a total of $108Â billion in annual revenuesâa significant increase from its 2010 revenues of $65Â billionâand nearly $82Â billion in
cash reserves
.
[
327
]
On March 19, 2012, Apple announced plans for a $2.65-per-share
dividend
beginning in the fourth quarter of 2012, per approval by its board of directors.
[
328
]
The company's worldwide annual revenue in 2013 totaled $170Â billion.
[
329
]
In May 2013, Apple entered the top ten of the
Fortune
500
list of companies for the first time, rising 11 places above its 2012 ranking to take the sixth position.
[
330
]
As of 2016
, Apple has around US$234Â billion of cash and marketable securities, of which 90% is located outside the United States for tax purposes.
[
331
]
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.
[
332
]
On April 30, 2017,
The Wall Street Journal
reported that Apple had
cash reserves
of $250Â billion,
[
333
]
officially confirmed by Apple as specifically $256.8Â billion a few days later.
[
334
]
As of August 3, 2018
, Apple was the
largest publicly traded corporation in the world by market capitalization
. On August 2, 2018, Apple became the first publicly traded US company to reach a $1Â trillion market value,
[
335
]
[
336
]
and, as of October 2025
, is valued at just over $4 trillion.
[
337
]
Apple was ranked No. 3 on the 2023
Fortune
500
rankings of the
largest United States corporations by revenue
.
[
338
]
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.
[
339
]
That year, Apple was one of the
largest corporate spenders
on research and development worldwide, with R&D expenditure amounting to over $27 billion.
[
340
]
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.
[
341
]
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.
[
342
]
[
343
]
British Conservative Party
Member of Parliament
Charlie Elphicke
published research on October 30, 2012,
[
344
]
which showed that some multinational companies, including Apple, were making billions of pounds of profit in the UK, but were paying an effective tax rate to the UK Treasury of only 3 percent, well below standard
corporate tax
rates. He followed this research by calling on the
Chancellor of the Exchequer
George Osborne
to force these multinationals, which also included
Google
and
The Coca-Cola Company
, to state the effective rate of tax it pays on its UK revenues. Elphicke also said that government contracts should be withheld from multinationals who do not pay their fair share of UK tax.
[
345
]
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.
[
346
]
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.
[
347
]
On May 21, 2013, Apple CEO
Tim Cook
defended his company's tax tactics at a Senate hearing.
[
348
]
Apple says that it is the single largest taxpayer in the US, with an
effective tax rate
of approximately of 26% as of Q2
FY
2016.
[
349
]
In an interview with the German newspaper
FAZ
in October 2017, Tim Cook stated that Apple was the biggest taxpayer worldwide.
[
350
]
In 2016, after
a two-year investigation
, the European Commission claimed that Apple's use of a hybrid
Double Irish tax arrangement
constituted "illegal state aid" from Ireland, and ordered Apple to pay âŹ13 billion ($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.
[
351
]
[
352
]
In 2018, Apple repatriated $285 billion to the United States, resulting in a $38-billion tax payment spread over the following eight years.
[
353
]
Apple's effective tax rate in %
[
262
]
[
263
]
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
2024
2025
14.4
13.3
16.2
14.7
24.1
15.6
Charity
Apple is a partner of
Product Red
, a fundraising campaign for
AIDS
charity. In November 2014, Apple arranged for all
App Store
revenue in a two-week period to go to the fundraiser,
[
354
]
generating more than US$20Â million,
[
355
]
and in March 2017, it released an
iPhone 7
with a red color finish.
[
356
]
As of 2021
, Apple has donated over $250 million to Product Red.
[
357
]
Apple contributes financially to fundraisers in times of natural disasters. In November 2012, it donated $2.5Â million to the
American Red Cross
to aid relief efforts after
Hurricane Sandy
,
[
358
]
and in 2017 it donated $5Â million to relief efforts for both
Hurricane Irma
and
Hurricane Harvey
,
[
359
]
and for the
2017 Central Mexico earthquake
.
[
360
]
The company has used its
iTunes
platform to encourage donations in the wake of environmental disasters and humanitarian crises, such as the
2010 Haiti earthquake
,
[
361
]
the
2011 Japan earthquake
,
[
362
]
Typhoon Haiyan
in the Philippines in November 2013,
[
363
]
and the
2015 European migrant crisis
.
[
364
]
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.
[
365
]
On April 14, 2016, Apple and the
World Wide Fund for Nature
(WWF) announced that they have engaged in a partnership to, "help protect life on our planet". Apple released a special page in the
iTunes App Store
, Apps for Earth. In the arrangement, Apple has committed that through April 24, WWF will receive 100% of the proceeds from the applications participating in the App Store via both the purchases of any paid apps and the In-App Purchases. Apple and WWF's Apps for Earth campaign raised more than $8Â million in total proceeds to support WWF's conservation work. WWF announced the results at WWDC 2016 in San Francisco.
[
366
]
During the
COVID-19 pandemic
, Apple's CEO Cook announced that the company would be donating "millions" of masks to health workers in the United States and Europe.
[
367
]
On January 13, 2021, Apple announced a $100-million Racial Equity and Justice Initiative to help combat
institutional racism
worldwide after the 2020
murder of George Floyd
.
[
368
]
[
369
]
[
370
]
In June 2023, Apple announced that it was 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.
[
368
]
Environment
Apple Energy
Apple Energy, LLC is a wholly owned subsidiary of Apple that sells
solar energy
. As of June 6, 2016
, Apple's solar farms in California and Nevada have been declared to provide 217.9 megawatts of solar generation capacity.
[
371
]
Apple has received regulatory approval to construct a
landfill gas energy plant
in
North Carolina
to use the
methane emissions
to generate electricity.
[
372
]
Apple's North Carolina data center is already powered entirely by renewable sources.
[
373
]
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 its top category "Striding".
[
374
]
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".
[
375
]
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.
[
376
]
[
377
]
By 2013, Apple was using
100% renewable energy
to power its
data centers
. Overall, 75% of the company's power came from clean renewable sources.
[
378
]
In May 2015, Greenpeace evaluated the state of the Green Internet and commended Apple on its 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."
[
379
]
As of 2016
, Apple states that 100% of its US operations run on
renewable energy
, 100% of Apple's data centers run on renewable energy and 93% of Apple's global operations run on renewable energy.
[
380
]
However, the facilities are connected to the local
grid
which usually contains a mix of fossil and renewable sources, so Apple uses
carbon offsets
for its electricity use.
[
381
]
The
Electronic Product Environmental Assessment Tool
(EPEAT) allows consumers to see the effect a product has on the environment. Each product receives a Gold, Silver, or Bronze rank depending on its efficiency and sustainability. Every Apple
tablet
,
notebook
,
desktop computer
, and
display
that EPEAT ranks achieves a Gold rating, the highest possible. Although Apple's data centers recycle water 35 times,
[
382
]
the increased activity in retail, corporate and data centers also increase the amount of water use to 573 million US gal (2.2 million m
3
) in 2015.
[
383
]
During an event on March 21, 2016, Apple provided a status update on its environmental initiative to be 100% renewable in all of its worldwide operations.
Lisa P. Jackson
, Apple's vice president of Environment, Policy and Social Initiatives who reports directly to CEO, Tim Cook, announced that as of March 2016
, 93% of Apple's worldwide operations are powered with renewable energy. Also featured was the company's efforts to use sustainable paper in its 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.
[
384
]
Apple announced on August 16, 2016, that Lens Technology, one of its major suppliers in China, has committed to power all its
glass production
for Apple with 100 percent renewable energy by 2018. The commitment was a large step in Apple's efforts to help manufacturers lower their carbon footprint in China.
[
385
]
Apple also announced that all 14 of its final assembly sites in China are now compliant with
UL
's Zero Waste to Landfill validation. The standard, which started in January 2015, certifies that all manufacturing waste is
reused
,
recycled
,
composted
, or converted into energy (when necessary). Since the program began, nearly 140,000 metric tons of waste have been diverted from
landfills
.
[
386
]
On July 21, 2020, Apple announced its plan to become
carbon neutral
across its entire business, manufacturing supply chain, and product life cycle by 2030. In the next 10 years, Apple will try to lower emissions with a series of innovative actions, including: low carbon product design, expanding energy efficiency, renewable energy, process and material innovations, and carbon removal.
[
387
]
In June 2024, the
United States Environmental Protection Agency
(EPA) published a report about an electronic computer manufacturing facility leased by Apple in 2015 in
Santa Clara, California
, code named Aria.
[
388
]
[
389
]
The EPA report stated that Apple was potentially in violation of federal regulations under the
Resource Conservation and Recovery Act
(RCRA).
[
388
]
According to a report from
Bloomberg
in 2018, the facility is used to develop
microLED
screens under the code name T159.
[
390
]
[
388
]
[
391
]
The inspection found that Apple was potentially mistreating waste as only subject to
California
regulations and that it had potentially miscalculated the effectiveness of Apple's
activated carbon
filters, which filter
volatile organic compounds
(VOCs) from the air. The EPA inspected the facility in August 2023 due to a tip from a former Apple employee who posted the report on
X
.
[
388
]
Toxins
Following further campaigns by Greenpeace,
[
392
]
in 2008, Apple became the first electronics manufacturer to eliminate all
polyvinyl chloride
(PVC) and
brominated flame retardants
(BFRs) in its complete product line.
[
393
]
In June 2007, Apple began replacing the
cold cathode
fluorescent lamp (CCFL) backlit
LCDs
in its computers with
mercury
-free
LED-backlit LCD
and
arsenic
-free glass, starting with the upgraded
MacBook Pro
.
[
394
]
[
395
]
[
396
]
[
397
]
Apple offers comprehensive and transparent information about the
CO
2
e
,
emissions
, materials, and
electrical usage
concerning every product it currently produces or has sold in the past (and which it has enough data needed to produce the report), in its portfolio on its homepage. Allowing consumers to make informed purchasing decisions on the products it offers for sale.
[
398
]
In June 2009, Apple's
iPhone 3GS
was free of PVC, arsenic, and BFRs.
[
394
]
[
399
]
Since 2009, all Apple products have mercury-free LED-backlit LCDs, arsenic-free glass, and non-PVC cables.
[
400
]
All Apple products have EPEAT Gold status and beat the latest Energy Star guidelines in each product's respective regulatory category.
[
394
]
[
401
]
In November 2011, Apple was featured in Greenpeace's Guide to Greener Electronics, which ranks electronics manufacturers on sustainability,
climate and energy
policy, and how "green" its 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.
[
402
]
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 its 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.
[
403
]
In January 2012, Apple requested that its cable maker, Volex, begin producing
halogen-free
USB
and power cables.
[
404
]
Green bonds
In February 2016, Apple issued a
US$1.5
-billion
green bond
(climate bond), the first ever of its kind by a US tech company. The green bond proceeds are dedicated to the financing of environmental projects.
[
398
]
[
405
]
Supply chain
As of 2021
, Apple uses hardware components from 43 different countries.
[
406
]
Apple products were made in the United States in Apple-owned factories until the late 1990s; however, as a result of
outsourcing
initiatives in the 2000s, almost all of its manufacturing is now handled abroad. According to a report by
The New York Times
, Apple insiders "believe the vast scale of overseas factories, as well as the flexibility, diligence and industrial skills of foreign workers, have so outpaced their American counterparts that '
Made in the U.S.A.
' is no longer a viable option for most Apple products".
[
407
]
South Korean firms, including
Samsung
and
LG
, worked closely with Apple as parts partners for the
iMac
,
iPod
, and
iPhone
before it increased its reliance on Taiwan and China.
[
408
]
:â74â232â
Taiwanese Apple suppliers such as
Foxconn
,
Wistron
,
Pegatron
,
Quanta
, and
Compal Electronics
established a sizable manufacturing presence in China.
[
409
]
By the 2020s, orders were shifting to Chinese firms such as to
Luxshare
,
BYD Electronic
,
Goertek
, and
Wingtech
. By 2021, Apple had more suppliers from China than Taiwan.
[
408
]
:â337â
In March 2017,
The Wall Street Journal
reported that Apple would begin manufacturing
iPhone
models in India "over the next two months",
[
410
]
and in May, the
Journal
wrote that an Apple manufacturer had begun production of
iPhone SE
in the country,
[
411
]
In May 2017, the company announced a $1-billion funding project for "advanced manufacturing" in the United States,
[
412
]
[
413
]
In April 2019, Apple initiated manufacturing of
iPhone 7
at its
Bengaluru
facility.
[
414
]
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."
[
415
]
[
416
]
Labor force
Apple directly employs 147,000 workers including 25,000 corporate employees in
Apple Park
and across Silicon Valley.
[
417
]
[
418
]
The vast majority of its employees work at the over 500 retail
Apple Stores
globally.
[
419
]
Apple relies on a larger, outsourced workforce for manufacturing, particularly in China where Apple directly employs 10,000 workers across its retail and corporate divisions. In addition, one further million workers are contracted by Apple's suppliers to assemble Apple products, including
Foxconn
and
Pegatron
.
[
420
]
Zhengzhou Technology Park
alone employs 350,000 Chinese workers in
Zhengzhou
to exclusively work on the
iPhone
.
[
421
]
Apple workers around the globe have been involved in
organizing
since the 1990s.
[
422
]
Apple unions are made up of retail, corporate, and outsourced workers. Apple employees have joined
trade unions
or formed
works councils
in
Australia
,
[
423
]
France
,
[
424
]
Germany
,
[
425
]
Italy
,
[
426
]
Japan
,
[
427
]
the
United Kingdom
[
428
]
and the
United States
.
[
429
]
In 2021,
Apple Together
, a
solidarity union
, sought to bring together the company's global worker organizations.
[
430
]
The majority of industrial
labor disputes
(including union recognition) involving Apple occur indirectly through
its suppliers and contractors
, notably
Foxconn
plants in
China
[
431
]
and, to a lesser extent, in
Brazil
[
432
]
and
India
.
[
433
]
Apple has been criticized for labor sourcing and conditions at the facilities of its contract manufacturers
[
434
]
[
435
]
[
436
]
as well as mines.
[
437
]
[
438
]
[
439
]
See also
List of Apple Inc. media events
Outline of Apple Inc.
References
Notes
^
Single-color version based on the rainbow color theme introduced in 1977
Citations
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a
b
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^
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, pp. 6â8.
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Linzmayer, Owen W.
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^
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## Contents
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- [1 History](https://en.wikipedia.org/wiki/Apple_Inc.#History)
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- [1\.1 1976â1980: Founding and incorporation](https://en.wikipedia.org/wiki/Apple_Inc.#1976%E2%80%931980:_Founding_and_incorporation)
- [1\.2 1980â1990: Success with Macintosh](https://en.wikipedia.org/wiki/Apple_Inc.#1980%E2%80%931990:_Success_with_Macintosh)
- [1\.3 1990â1997: Decline and restructuring](https://en.wikipedia.org/wiki/Apple_Inc.#1990%E2%80%931997:_Decline_and_restructuring)
- [1\.4 1997â2007: Return to profitability](https://en.wikipedia.org/wiki/Apple_Inc.#1997%E2%80%932007:_Return_to_profitability)
- [1\.5 2007â2011: Success with mobile devices](https://en.wikipedia.org/wiki/Apple_Inc.#2007%E2%80%932011:_Success_with_mobile_devices)
- [1\.6 2011â2020: Post-Jobs era, new devices](https://en.wikipedia.org/wiki/Apple_Inc.#2011%E2%80%932020:_Post-Jobs_era,_new_devices)
- [1\.7 2020â2024: Transition from Intel CPUs, legal compliance and settlements](https://en.wikipedia.org/wiki/Apple_Inc.#2020%E2%80%932024:_Transition_from_Intel_CPUs,_legal_compliance_and_settlements)
- [1\.8 2025âpresent: Domestic investment, integrating AI capabilities into products and challenges](https://en.wikipedia.org/wiki/Apple_Inc.#2025%E2%80%93present:_Domestic_investment,_integrating_AI_capabilities_into_products_and_challenges)
- [2 Products](https://en.wikipedia.org/wiki/Apple_Inc.#Products)
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- [2\.1 Mac](https://en.wikipedia.org/wiki/Apple_Inc.#Mac)
- [2\.2 iPhone](https://en.wikipedia.org/wiki/Apple_Inc.#iPhone)
- [2\.3 iPad](https://en.wikipedia.org/wiki/Apple_Inc.#iPad)
- [2\.4 Other products](https://en.wikipedia.org/wiki/Apple_Inc.#Other_products)
- [2\.5 Services](https://en.wikipedia.org/wiki/Apple_Inc.#Services)
- [3 Marketing](https://en.wikipedia.org/wiki/Apple_Inc.#Marketing)
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- [3\.1 Branding](https://en.wikipedia.org/wiki/Apple_Inc.#Branding)
- [3\.2 Advertising](https://en.wikipedia.org/wiki/Apple_Inc.#Advertising)
- [3\.3 Stores](https://en.wikipedia.org/wiki/Apple_Inc.#Stores)
- [3\.4 Market power](https://en.wikipedia.org/wiki/Apple_Inc.#Market_power)
- [3\.5 Privacy](https://en.wikipedia.org/wiki/Apple_Inc.#Privacy)
- [4 Corporate affairs](https://en.wikipedia.org/wiki/Apple_Inc.#Corporate_affairs)
Toggle Corporate affairs subsection
- [4\.1 Business trends](https://en.wikipedia.org/wiki/Apple_Inc.#Business_trends)
- [4\.2 Leadership](https://en.wikipedia.org/wiki/Apple_Inc.#Leadership)
- [4\.2.1 Senior management](https://en.wikipedia.org/wiki/Apple_Inc.#Senior_management)
- [4\.2.2 Board of directors](https://en.wikipedia.org/wiki/Apple_Inc.#Board_of_directors)
- [4\.2.3 Previous CEOs](https://en.wikipedia.org/wiki/Apple_Inc.#Previous_CEOs)
- [4\.3 Ownership](https://en.wikipedia.org/wiki/Apple_Inc.#Ownership)
- [4\.4 Corporate culture](https://en.wikipedia.org/wiki/Apple_Inc.#Corporate_culture)
- [4\.5 Offices](https://en.wikipedia.org/wiki/Apple_Inc.#Offices)
- [4\.6 Litigation](https://en.wikipedia.org/wiki/Apple_Inc.#Litigation)
- [4\.7 Lobbying](https://en.wikipedia.org/wiki/Apple_Inc.#Lobbying)
- [5 Finances](https://en.wikipedia.org/wiki/Apple_Inc.#Finances)
Toggle Finances subsection
- [5\.1 Taxes](https://en.wikipedia.org/wiki/Apple_Inc.#Taxes)
- [5\.2 Charity](https://en.wikipedia.org/wiki/Apple_Inc.#Charity)
- [6 Environment](https://en.wikipedia.org/wiki/Apple_Inc.#Environment)
Toggle Environment subsection
- [6\.1 Apple Energy](https://en.wikipedia.org/wiki/Apple_Inc.#Apple_Energy)
- [6\.2 Energy and resources](https://en.wikipedia.org/wiki/Apple_Inc.#Energy_and_resources)
- [6\.3 Toxins](https://en.wikipedia.org/wiki/Apple_Inc.#Toxins)
- [6\.4 Green bonds](https://en.wikipedia.org/wiki/Apple_Inc.#Green_bonds)
- [7 Supply chain](https://en.wikipedia.org/wiki/Apple_Inc.#Supply_chain)
Toggle Supply chain subsection
- [7\.1 Labor force](https://en.wikipedia.org/wiki/Apple_Inc.#Labor_force)
- [8 See also](https://en.wikipedia.org/wiki/Apple_Inc.#See_also)
- [9 References](https://en.wikipedia.org/wiki/Apple_Inc.#References)
Toggle References subsection
- [9\.1 Notes](https://en.wikipedia.org/wiki/Apple_Inc.#Notes)
- [9\.2 Citations](https://en.wikipedia.org/wiki/Apple_Inc.#Citations)
- [9\.3 Bibliography](https://en.wikipedia.org/wiki/Apple_Inc.#Bibliography)
- [10 Further reading](https://en.wikipedia.org/wiki/Apple_Inc.#Further_reading)
- [11 External links](https://en.wikipedia.org/wiki/Apple_Inc.#External_links)
Toggle the table of contents
# Apple Inc.
156 languages
- [Afrikaans](https://af.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Afrikaans")
- [Alemannisch](https://als.wikipedia.org/wiki/Apple "Apple â Alemannic")
- [á ááá](https://am.wikipedia.org/wiki/%E1%8A%A0%E1%8D%95%E1%88%8D_%E1%8A%AE%E1%88%AD%E1%8D%96%E1%88%AC%E1%88%BD%E1%8A%95 "á áá áźáááŹáœá â Amharic")
- [AragonĂ©s](https://an.wikipedia.org/wiki/Apple "Apple â Aragonese")
- [Ănglisc](https://ang.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Old English")
- [ۧÙŰč۱ۚÙŰ©](https://ar.wikipedia.org/wiki/%D8%A3%D8%A8%D9%84 "ŰŁŰšÙ â Arabic")
- [ۧÙۯۧ۱ۏ۩](https://ary.wikipedia.org/wiki/%D8%A2%D9%BE%D9%84 "ŰąÙŸÙ â Moroccan Arabic")
- [Ù
۔۱Ù](https://arz.wikipedia.org/wiki/%D8%A2%D9%BE%D9%84_\(%D8%B4%D8%B1%D9%83%D9%87\) "ŰąÙŸÙ (ێ۱ÙÙ) â Egyptian Arabic")
- [Asturianu](https://ast.wikipedia.org/wiki/Apple "Apple â Asturian")
- [à€
à€”à€§à„](https://awa.wikipedia.org/wiki/%E0%A4%8F%E0%A4%AA%E0%A5%8D%E0%A4%AA%E0%A4%B2_%E0%A4%87%E0%A4%82%E0%A4%95%E0%A5%B0 "à€à€Șà„à€Șà€Č à€à€à€à„° â Awadhi")
- [AzÉrbaycanca](https://az.wikipedia.org/wiki/Apple "Apple â Azerbaijani")
- [ŰȘÛ۱کۏÙ](https://azb.wikipedia.org/wiki/%D8%A7%D9%BE%D9%84_%D8%B4%DB%8C%D8%B1%DA%A9%D8%AA%DB%8C "Ű§ÙŸÙ ŰŽÛ۱کŰȘÛ â South Azerbaijani")
- [Basa Bali](https://ban.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Balinese")
- [ĐДлаŃŃŃĐșĐ°Ń (ŃĐ°ŃĐ°ŃĐșĐ”ĐČŃŃĐ°)](https://be-tarask.wikipedia.org/wiki/%D0%AD%D0%BF%D0%BB "Đпл â Belarusian (TaraĆĄkievica orthography)")
- [ĐДлаŃŃŃĐșĐ°Ń](https://be.wikipedia.org/wiki/Apple "Apple â Belarusian")
- [ĐŃлгаŃŃĐșĐž](https://bg.wikipedia.org/wiki/%D0%95%D0%BF%D1%8A%D0%BB "ĐĐżŃĐ» â Bulgarian")
- [à€à„à€à€Șà„à€°à„](https://bh.wikipedia.org/wiki/%E0%A4%8F%E0%A4%AA%E0%A5%8D%E0%A4%AA%E0%A4%B2_%E0%A4%87%E0%A4%82%E0%A4%95. "à€à€Șà„à€Șà€Č à€à€à€. â Bhojpuri")
- [ááĄááŻááșáááŹáááŹá](https://blk.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Pa'O")
- [àŠŹàŠŸàŠàŠČàŠŸ](https://bn.wikipedia.org/wiki/%E0%A6%85%E0%A7%8D%E0%A6%AF%E0%A6%BE%E0%A6%AA%E0%A6%B2_%E0%A6%87%E0%A6%A8%E0%A6%95%E0%A6%B0%E0%A7%8D%E0%A6%AA%E0%A7%8B%E0%A6%B0%E0%A7%87%E0%A6%9F%E0%A7%87%E0%A6%A1 "àŠ
à§àŠŻàŠŸàŠȘàŠČ àŠàŠšàŠàŠ°à§àŠȘà§àŠ°à§àŠà§àŠĄ â Bangla")
- [àœàœŒàœàŒàœĄàœČàœ](https://bo.wikipedia.org/wiki/%E0%BD%80%E0%BD%B4%E0%BC%8B%E0%BD%A4%E0%BD%B4%E0%BC%8B%E0%BD%A2%E0%BE%9F%E0%BD%82%E0%BD%A6%E0%BC%8B%E0%BD%85%E0%BD%93 "àœàœŽàŒàœ€àœŽàŒàœąàŸàœàœŠàŒàœ
àœ â Tibetan")
- [Brezhoneg](https://br.wikipedia.org/wiki/Apple "Apple â Breton")
- [Bosanski](https://bs.wikipedia.org/wiki/Apple "Apple â Bosnian")
- [CatalĂ ](https://ca.wikipedia.org/wiki/Apple_Inc "Apple Inc â Catalan")
- [é©æ±èȘ / MĂŹng-dÄÌ€ng-ngáčłÌ](https://cdo.wikipedia.org/wiki/B%C3%ACng-gu%C5%8D_G%C5%ADng-s%C4%AD "BĂŹng-guĆ GĆng-sÄ â Mindong")
- [ĐĐŸŃ
ŃĐžĐčĐœ](https://ce.wikipedia.org/wiki/Apple "Apple â Chechen")
- [Ú©Ù۱ۯÛ](https://ckb.wikipedia.org/wiki/%D8%A6%DB%95%D9%BE%DA%B5 "ŰŠÛÙŸÚ” â Central Kurdish")
- [ÄeĆĄtina](https://cs.wikipedia.org/wiki/Apple "Apple â Czech")
- [ЧÓĐČĐ°Ńла](https://cv.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Chuvash")
- [Cymraeg](https://cy.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Welsh")
- [Dansk](https://da.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Danish")
- [Deutsch](https://de.wikipedia.org/wiki/Apple "Apple â German")
- [Zazaki](https://diq.wikipedia.org/wiki/Apple "Apple â Dimli")
- [à€Ąà„à€à„à€Čà„](https://dty.wikipedia.org/wiki/%E0%A4%8F%E0%A4%AA%E0%A5%8D%E0%A4%AA%E0%A4%B2_%E0%A4%95%E0%A4%AE%E0%A5%8D%E0%A4%AA%E0%A4%A8%E0%A5%80 "à€à€Șà„à€Șà€Č à€à€źà„à€Șà€šà„ â Doteli")
- [ÎλληΜÎčÎșÎŹ](https://el.wikipedia.org/wiki/Apple "Apple â Greek")
- [Esperanto](https://eo.wikipedia.org/wiki/Apple "Apple â Esperanto")
- [Español](https://es.wikipedia.org/wiki/Apple "Apple â Spanish")
- [Eesti](https://et.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Estonian")
- [Euskara](https://eu.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Basque")
- [Ùۧ۱۳Û](https://fa.wikipedia.org/wiki/%D8%A7%D9%BE%D9%84 "Ű§ÙŸÙ â Persian")
- [Suomi](https://fi.wikipedia.org/wiki/Apple "Apple â Finnish")
- [FĂžroyskt](https://fo.wikipedia.org/wiki/Apple "Apple â Faroese")
- [Français](https://fr.wikipedia.org/wiki/Apple "Apple â French")
- [Gaeilge](https://ga.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Irish")
- [Galego](https://gl.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Galician")
- [Gaelg](https://gv.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Manx")
- [Hausa](https://ha.wikipedia.org/wiki/Apple "Apple â Hausa")
- [柹柶èȘ / Hak-kĂą-ngĂź](https://hak.wikipedia.org/wiki/Apple "Apple â Hakka Chinese")
- [HawaiÊ»i](https://haw.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Hawaiian")
- [ŚąŚŚšŚŚȘ](https://he.wikipedia.org/wiki/%D7%90%D7%A4%D7%9C "ŚŚ€Ś â Hebrew")
- [à€čà€żà€šà„à€Šà„](https://hi.wikipedia.org/wiki/%E0%A4%8F%E0%A4%AA%E0%A5%8D%E0%A4%AA%E0%A4%B2_%E0%A4%87%E0%A4%82%E0%A4%95%E0%A5%B0 "à€à€Șà„à€Șà€Č à€à€à€à„° â Hindi")
- [Hrvatski](https://hr.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Croatian")
- [KreyĂČl ayisyen](https://ht.wikipedia.org/wiki/Apple "Apple â Haitian Creole")
- [Magyar](https://hu.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Hungarian")
- [ŐŐĄŐ”Ő„ÖŐ„Ő¶](https://hy.wikipedia.org/wiki/%D4%B7%D6%83%D5%AC "Ô·ÖŐŹ â Armenian")
- [Ô±ÖŐ„ÖŐŽŐżŐĄŐ°ŐĄŐ”Ő„ÖŐ§Ő¶](https://hyw.wikipedia.org/wiki/%D4%B7%D6%83%D5%A8%D5%AC "Ô·ÖŐšŐŹ â Western Armenian")
- [Interlingua](https://ia.wikipedia.org/wiki/Apple_Computer "Apple Computer â Interlingua")
- [Bahasa Indonesia](https://id.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Indonesian")
- [Igbo](https://ig.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Igbo")
- [Ido](https://io.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Ido")
- [Ăslenska](https://is.wikipedia.org/wiki/Apple "Apple â Icelandic")
- [Italiano](https://it.wikipedia.org/wiki/Apple "Apple â Italian")
- [æ„æŹèȘ](https://ja.wikipedia.org/wiki/Apple "Apple â Japanese")
- [La .lojban.](https://jbo.wikipedia.org/wiki/la_.apl. "la .apl. â Lojban")
- [Jawa](https://jv.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Javanese")
- [á„áá ááŁáá](https://ka.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Georgian")
- [Qaraqalpaqsha](https://kaa.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Kara-Kalpak")
- [ÒĐ°Đ·Đ°ÒŃĐ°](https://kk.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Kazakh")
- [áá¶áá¶ááááá](https://km.wikipedia.org/wiki/%E1%9E%80%E1%9F%92%E1%9E%9A%E1%9E%BB%E1%9E%98%E1%9E%A0%E1%9F%8A%E1%9E%BB%E1%9E%93%E1%9E%A2%E1%9F%8A%E1%9F%82%E1%9E%94%E1%9E%95%E1%9E%9B "áááá»áá áá»ááąááááá â Khmer")
- [àČàČšàłàČšàČĄ](https://kn.wikipedia.org/wiki/%E0%B2%86%E0%B3%8D%E0%B2%AF%E0%B2%AA%E0%B2%B2%E0%B3%8D "àČàłàČŻàČȘàČČàł â Kannada")
- [íê”ìŽ](https://ko.wikipedia.org/wiki/%EC%95%A0%ED%94%8C "ì í â Korean")
- [Ú©ÙČŰŽÙ۱](https://ks.wikipedia.org/wiki/%D8%A7%DB%8C%D9%BE%D9%84_%DA%A9%D9%85%D9%BE%D9%86%DB%8C%D8%8C_%D8%A7%D9%86%DA%A9%D8%A7%D8%B1%D9%BE%D9%88%D8%B1%DB%8C%D9%B9%DA%88 "ۧÛÙŸÙ Ú©Ù
ÙŸÙÛŰ Ű§ÙÚ©Ű§Ű±ÙŸÙ۱ÛÙčÚ â Kashmiri")
- [KurdĂź](https://ku.wikipedia.org/wiki/Apple,_Inc. "Apple, Inc. â Kurdish")
- [ĐŃŃĐłŃĐ·ŃĐ°](https://ky.wikipedia.org/wiki/Apple "Apple â Kyrgyz")
- [Latina](https://la.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Latin")
- [LĂ«tzebuergesch](https://lb.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Luxembourgish")
- [Lombard](https://lmo.wikipedia.org/wiki/Apple "Apple â Lombard")
- [àș„àșČàș§](https://lo.wikipedia.org/wiki/%E0%BB%81%E0%BA%AD%E0%BA%B1%E0%BA%9A%E0%BB%80%E0%BA%9B%E0%BA%B5%E0%BB%89%E0%BA%A5_\(%E0%BA%9A%E0%BB%8D%E0%BA%A5%E0%BA%B4%E0%BA%AA%E0%BA%B1%E0%BA%94\) "à»àșàș±àșà»àșàș”à»àș„ (àșà»àș„àșŽàșȘàș±àș) â Lao")
- [LietuviĆł](https://lt.wikipedia.org/wiki/Apple "Apple â Lithuanian")
- [LatvieĆĄu](https://lv.wikipedia.org/wiki/Apple "Apple â Latvian")
- [à€źà„à€„à€żà€Čà„](https://mai.wikipedia.org/wiki/%E0%A4%8F%E0%A4%AA%E0%A5%8D%E0%A4%AA%E0%A4%B2_%E0%A4%95%E0%A4%AE%E0%A5%8D%E0%A4%AA%E0%A4%A8%E0%A5%80 "à€à€Șà„à€Șà€Č à€à€źà„à€Șà€šà„ â Maithili")
- [Malagasy](https://mg.wikipedia.org/wiki/Apple "Apple â Malagasy")
- [Minangkabau](https://min.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Minangkabau")
- [ĐĐ°ĐșĐ”ĐŽĐŸĐœŃĐșĐž](https://mk.wikipedia.org/wiki/Apple "Apple â Macedonian")
- [àŽźàŽČàŽŻàŽŸàŽłàŽ](https://ml.wikipedia.org/wiki/%E0%B4%86%E0%B4%AA%E0%B5%8D%E0%B4%AA%E0%B4%BF%E0%B5%BE_%E0%B4%87%E0%B5%BB%E0%B4%95%E0%B5%8B%E0%B5%BC%E0%B4%AA%E0%B5%8D%E0%B4%AA%E0%B4%B1%E0%B5%87%E0%B4%B1%E0%B5%8D%E0%B4%B1%E0%B4%A1%E0%B5%8D "àŽàŽȘà”àŽȘàŽżà”Ÿ àŽà”»àŽà”à”ŒàŽȘà”àŽȘàŽ±à”àŽ±à”àŽ±àŽĄà” â Malayalam")
- [ĐĐŸĐœĐłĐŸĐ»](https://mn.wikipedia.org/wiki/Apple "Apple â Mongolian")
- [à€źà€°à€Ÿà€ à„](https://mr.wikipedia.org/wiki/%E0%A5%B2%E0%A4%AA%E0%A4%B2 "à„Čà€Șà€Č â Marathi")
- [Bahasa Melayu](https://ms.wikipedia.org/wiki/Apple "Apple â Malay")
- [ááŒááșááŹááŹááŹ](https://my.wikipedia.org/wiki/%E1%80%A1%E1%80%80%E1%80%BA%E1%80%95%E1%80%B2 "áĄááșááČ â Burmese")
- [Ù
ۧŰČÙ۱ÙÙÛ](https://mzn.wikipedia.org/wiki/%D8%A7%D9%BE%D9%84 "Ű§ÙŸÙ â Mazanderani")
- [PlattdĂŒĂŒtsch](https://nds.wikipedia.org/wiki/Apple "Apple â Low German")
- [à€šà„à€Șà€Ÿà€Čà„](https://ne.wikipedia.org/wiki/%E0%A4%8F%E0%A4%AA%E0%A5%8D%E0%A4%AA%E0%A4%B2_\(%E0%A4%95%E0%A4%AE%E0%A5%8D%E0%A4%AA%E0%A4%A8%E0%A5%80\) "à€à€Șà„à€Șà€Č (à€à€źà„à€Șà€šà„) â Nepali")
- [à€šà„à€Șà€Ÿà€Č à€à€Ÿà€·à€Ÿ](https://new.wikipedia.org/wiki/%E0%A4%8F%E0%A4%AA%E0%A5%8D%E0%A4%AA%E0%A4%B2 "à€à€Șà„à€Șà€Č â Newari")
- [Nederlands](https://nl.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Dutch")
- [Norsk nynorsk](https://nn.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Norwegian Nynorsk")
- [Norsk bokmĂ„l](https://no.wikipedia.org/wiki/Apple "Apple â Norwegian BokmĂ„l")
- [DinĂ© bizaad](https://nv.wikipedia.org/wiki/%C3%81k%C3%A1%CA%BC%C3%A1t%CA%BC%C4%AF%C4%AF%C5%82_\(b%C3%A9%C3%A9sh_nts%C3%A9kees%C3%ADg%C3%AD%C3%AD_%C3%A1l%CA%BC%C3%ADn%C3%AD\) "ĂkĂĄÊŒĂĄtÊŒÄŻÄŻĆ (bĂ©Ă©sh ntsĂ©keesĂgĂĂ ĂĄlÊŒĂnĂ) â Navajo")
- [Occitan](https://oc.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Occitan")
- [àŹàŹĄàŹŒàŹżàŹ](https://or.wikipedia.org/wiki/%E0%AC%86%E0%AC%AA%E0%AC%B2_%E0%AC%87%E0%AC%A8%E0%AC%95%E0%AC%B0%E0%AD%8D%E0%AC%AA%E0%AD%8B%E0%AC%B0%E0%AD%87%E0%AC%9F%E0%AD%87%E0%AC%A1 "àŹàŹȘàŹČ àŹàŹšàŹàŹ°ààŹȘààŹ°ààŹààŹĄ â Odia")
- [àšȘà©°àšàšŸàšŹà©](https://pa.wikipedia.org/wiki/%E0%A8%90%E0%A8%AA%E0%A8%B2_%E0%A8%87%E0%A9%B0%E0%A8%95. "àšàšȘàšČ àšà©°àš. â Punjabi")
- [Papiamentu](https://pap.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Papiamento")
- [PĂ€lzisch](https://pfl.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Palatine German")
- [Polski](https://pl.wikipedia.org/wiki/Apple_\(przedsi%C4%99biorstwo\) "Apple (przedsiÄbiorstwo) â Polish")
- [ÙŸÙۏۧۚÛ](https://pnb.wikipedia.org/wiki/%D8%A7%DB%8C%D9%BE%D9%84 "ۧÛÙŸÙ â Western Punjabi")
- [ÙŸÚŰȘÙ](https://ps.wikipedia.org/wiki/%D8%A7%D9%BE%D9%84_%D8%B4%D8%B1%DA%A9%D8%AA "Ű§ÙŸÙ ŰŽŰ±Ú©ŰȘ â Pashto")
- [PortuguĂȘs](https://pt.wikipedia.org/wiki/Apple "Apple â Portuguese")
- [Runa Simi](https://qu.wikipedia.org/wiki/Apple "Apple â Quechua")
- [Rumantsch](https://rm.wikipedia.org/wiki/Apple "Apple â Romansh")
- [RomĂąnÄ](https://ro.wikipedia.org/wiki/Apple "Apple â Romanian")
- [Đ ŃŃŃĐșĐžĐč](https://ru.wikipedia.org/wiki/Apple "Apple â Russian")
- [à€žà€à€žà„à€à„à€€à€źà„](https://sa.wikipedia.org/wiki/%E0%A4%8F%E0%A4%AA%E0%A5%8D%E0%A4%AA%E0%A4%B2%E0%A5%8D "à€à€Șà„à€Șà€Čà„ â Sanskrit")
- [ĐĄĐ°Ń
Đ° ŃŃла](https://sah.wikipedia.org/wiki/Apple "Apple â Yakut")
- [Sardu](https://sc.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Sardinian")
- [Sicilianu](https://scn.wikipedia.org/wiki/Apple "Apple â Sicilian")
- [DavvisĂĄmegiella](https://se.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Northern Sami")
- [Srpskohrvatski / ŃŃĐżŃĐșĐŸŃ
ŃĐČĐ°ŃŃĐșĐž](https://sh.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Serbo-Croatian")
- [à·à·à¶à·à¶œ](https://si.wikipedia.org/wiki/%E0%B6%87%E0%B6%B4%E0%B6%BD%E0%B7%8A_%E0%B6%89%E0%B6%B1%E0%B7%8A%E0%B6%9A%E0%B7%9D%E0%B6%B4%E0%B6%BB%E0%B7%9A%E0%B7%82%E0%B6%B1%E0%B7%8A "à¶à¶Žà¶œà· à¶à¶±à·à¶à·à¶Žà¶»à·à·à¶±à· â Sinhala")
- [Simple English](https://simple.wikipedia.org/wiki/Apple_Inc. "Apple Inc. â Simple English")
- [SlovenÄina](https://sk.wikipedia.org/wiki/Apple "Apple â Slovak")
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From Wikipedia, the free encyclopedia
American multinational technology company
"Apple (company)" redirects here. For other companies named Apple, see [Apple (disambiguation) § Businesses and organisations](https://en.wikipedia.org/wiki/Apple_\(disambiguation\)#Businesses_and_organisations "Apple (disambiguation)").
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| [](https://en.wikipedia.org/wiki/File:Apple_logo_black.svg)Show black variant [](https://en.wikipedia.org/wiki/File:Apple_logo_white.svg)Show white variant[Apple logo](https://en.wikipedia.org/wiki/Apple_logo "Apple logo") used since 1999[\[a\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-1) | |
| [](https://en.wikipedia.org/wiki/File:Aerial_view_of_Apple_Park_dllu.jpg)[Apple Park](https://en.wikipedia.org/wiki/Apple_Park "Apple Park"), the company's headquarters, in [Cupertino, California](https://en.wikipedia.org/wiki/Cupertino,_California "Cupertino, California") | |
| Formerly | Apple Computer Company (1976â1977) Apple Computer, Inc. (1977â2007) |
| Company type | [Public](https://en.wikipedia.org/wiki/Public_company "Public company") |
| [Traded as](https://en.wikipedia.org/wiki/Ticker_symbol "Ticker symbol") | [Nasdaq](https://en.wikipedia.org/wiki/Nasdaq "Nasdaq"): [AAPL](https://www.nasdaq.com/market-activity/stocks/aapl) [Nasdaq-100](https://en.wikipedia.org/wiki/Nasdaq-100 "Nasdaq-100") component [DJIA](https://en.wikipedia.org/wiki/DJIA "DJIA") component [S\&P 100](https://en.wikipedia.org/wiki/S%26P_100 "S&P 100") component [S\&P 500](https://en.wikipedia.org/wiki/S%26P_500 "S&P 500") component |
| [ISIN](https://en.wikipedia.org/wiki/International_Securities_Identification_Number "International Securities Identification Number") | [US0378331005](https://isin.toolforge.org/?language=en&isin=US0378331005) |
| Industry | Consumer electronics Software services Online services |
| Founded | April 1, 1976 (50 years ago) (1976-04-01), in [Los Altos, California](https://en.wikipedia.org/wiki/Los_Altos,_California "Los Altos, California"), US |
| Founders | [Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs") [Steve Wozniak](https://en.wikipedia.org/wiki/Steve_Wozniak "Steve Wozniak") [Ronald Wayne](https://en.wikipedia.org/wiki/Ronald_Wayne "Ronald Wayne") |
| Headquarters | Apple Park, Cupertino, California, US |
| Number of locations | 540 [Apple Stores](https://en.wikipedia.org/wiki/Apple_Store "Apple Store") (2026) |
| Area served | Worldwide |
| Key people | [Arthur Levinson](https://en.wikipedia.org/wiki/Arthur_Levinson "Arthur Levinson") ([chairman](https://en.wikipedia.org/wiki/Chairman "Chairman")) [Tim Cook](https://en.wikipedia.org/wiki/Tim_Cook "Tim Cook") ([CEO](https://en.wikipedia.org/wiki/Chief_executive_officer "Chief executive officer")) |
| Products | [AirPods](https://en.wikipedia.org/wiki/AirPods "AirPods") [AirTag](https://en.wikipedia.org/wiki/AirTag "AirTag") [Apple TV](https://en.wikipedia.org/wiki/Apple_TV_\(device\) "Apple TV (device)") [Apple Vision Pro](https://en.wikipedia.org/wiki/Apple_Vision_Pro "Apple Vision Pro") [Apple Watch](https://en.wikipedia.org/wiki/Apple_Watch "Apple Watch") [HomePod](https://en.wikipedia.org/wiki/HomePod "HomePod") [iPad](https://en.wikipedia.org/wiki/IPad "IPad") [iPhone](https://en.wikipedia.org/wiki/IPhone "IPhone") [Mac](https://en.wikipedia.org/wiki/Mac_\(computer\) "Mac (computer)") |
| Services | [App Store](https://en.wikipedia.org/wiki/App_Store_\(Apple\) "App Store (Apple)") [Apple Arcade](https://en.wikipedia.org/wiki/Apple_Arcade "Apple Arcade") [Apple Card](https://en.wikipedia.org/wiki/Apple_Card "Apple Card") [Apple Music](https://en.wikipedia.org/wiki/Apple_Music "Apple Music") [Apple Pay](https://en.wikipedia.org/wiki/Apple_Pay "Apple Pay") [Apple TV](https://en.wikipedia.org/wiki/Apple_TV_\(streaming_service\) "Apple TV (streaming service)") [CarPlay](https://en.wikipedia.org/wiki/CarPlay "CarPlay") [iCloud](https://en.wikipedia.org/wiki/ICloud "ICloud") [Pixelmator](https://en.wikipedia.org/wiki/Pixelmator "Pixelmator") [Shazam](https://en.wikipedia.org/wiki/Shazam_\(music_app\) "Shazam (music app)") |
| Revenue |  US\$416 billion (2025) |
| [Operating income](https://en.wikipedia.org/wiki/Earnings_before_interest_and_taxes "Earnings before interest and taxes") |  US\$133 billion (2025) |
| [Net income](https://en.wikipedia.org/wiki/Net_income "Net income") |  US\$112 billion (2025) |
| [Total assets](https://en.wikipedia.org/wiki/Asset "Asset") |  US\$359 billion (2025) |
| [Total equity](https://en.wikipedia.org/wiki/Equity_\(finance\) "Equity (finance)") |  US\$74 billion (2025) |
| Number of employees | 166,000 (2025) |
| [Subsidiaries](https://en.wikipedia.org/wiki/Subsidiary "Subsidiary") | [Apple Studios](https://en.wikipedia.org/wiki/Apple_Studios "Apple Studios") [Beats Electronics](https://en.wikipedia.org/wiki/Beats_Electronics "Beats Electronics") [Beddit](https://en.wikipedia.org/wiki/Beddit "Beddit") [Braeburn Capital](https://en.wikipedia.org/wiki/Braeburn_Capital "Braeburn Capital") [Claris](https://en.wikipedia.org/wiki/Claris "Claris") [Globalstar](https://en.wikipedia.org/wiki/Globalstar "Globalstar") (20%) |
| [ASN](https://en.wikipedia.org/wiki/Autonomous_System_Number "Autonomous System Number") | [714](https://bgp.tools/as/714) |
| Website | [apple.com](https://www.apple.com/) |
| **Footnotes / references** Financials as of fiscal year ended September 27, 2025[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit). References:[\[1\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-10-K-Report-2025-2)[\[2\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-storelist-3)[\[3\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-4)[\[4\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-5) | |
**Apple Inc.** is an American multinational technology company headquartered in [Cupertino, California](https://en.wikipedia.org/wiki/Cupertino,_California "Cupertino, California"), in [Silicon Valley](https://en.wikipedia.org/wiki/Silicon_Valley "Silicon Valley"), best known for its consumer electronics, software and online services. Founded in 1976 as Apple Computer Company by [Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs"), [Steve Wozniak](https://en.wikipedia.org/wiki/Steve_Wozniak "Steve Wozniak") and [Ronald Wayne](https://en.wikipedia.org/wiki/Ronald_Wayne "Ronald Wayne"), the company was incorporated by Jobs and Wozniak as Apple Computer, Inc. the following year. It was renamed to its current name in 2007 as the company had expanded its focus from computers to consumer electronics. Apple is one of the [Big Tech](https://en.wikipedia.org/wiki/Big_Tech "Big Tech") companies.
The company was founded to market Wozniak's [Apple I](https://en.wikipedia.org/wiki/Apple_I "Apple I") personal computer. Its successor, the [Apple II](https://en.wikipedia.org/wiki/Apple_II_\(original\) "Apple II (original)"), became one of the first successful mass-produced [microcomputers](https://en.wikipedia.org/wiki/Microcomputer "Microcomputer"). Apple introduced the [Lisa](https://en.wikipedia.org/wiki/Apple_Lisa "Apple Lisa") in 1983 and the [Macintosh](https://en.wikipedia.org/wiki/Macintosh_128K "Macintosh 128K") in 1984 as some of the first computers to use a [graphical user interface](https://en.wikipedia.org/wiki/Graphical_user_interface "Graphical user interface") and a [mouse](https://en.wikipedia.org/wiki/Computer_mouse "Computer mouse"). By 1985, internal conflicts led to Jobs leaving the company to form [NeXT](https://en.wikipedia.org/wiki/NeXT "NeXT") and Wozniak withdrawing to other ventures; [John Sculley](https://en.wikipedia.org/wiki/John_Sculley "John Sculley") was [CEO](https://en.wikipedia.org/wiki/CEO "CEO") for over a decade. In the 1990s, Apple lost considerable market share in the PC industry to the lower-priced [Wintel](https://en.wikipedia.org/wiki/Wintel "Wintel") duopoly of [Intel](https://en.wikipedia.org/wiki/Intel "Intel")\-powered [PC clones](https://en.wikipedia.org/wiki/IBM_PC_compatible "IBM PC compatible") running [Windows](https://en.wikipedia.org/wiki/Windows "Windows"), and neared bankruptcy by 1997. To overhaul its market strategy, Apple acquired NeXT, bringing Jobs back to the company. Under his leadership, Apple returned to profitability by introducing the [iMac](https://en.wikipedia.org/wiki/IMac "IMac"), [iPod](https://en.wikipedia.org/wiki/IPod "IPod"), [iPhone](https://en.wikipedia.org/wiki/IPhone "IPhone"), and [iPad](https://en.wikipedia.org/wiki/IPad "IPad") devices; creating the [iTunes Store](https://en.wikipedia.org/wiki/ITunes_Store "ITunes Store"); launching the "[Think different](https://en.wikipedia.org/wiki/Think_different "Think different")" advertising campaign; and opening the [Apple Store](https://en.wikipedia.org/wiki/Apple_Store "Apple Store") retail chain. Jobs resigned in 2011 for health reasons and died the same year; he was succeeded as CEO by [Tim Cook](https://en.wikipedia.org/wiki/Tim_Cook "Tim Cook").
[Apple's product lineup](https://en.wikipedia.org/wiki/List_of_Apple_products "List of Apple products") includes portable and home hardware like the iPhone, iPad, [Mac](https://en.wikipedia.org/wiki/Mac_\(computer\) "Mac (computer)"), [Apple Watch](https://en.wikipedia.org/wiki/Apple_Watch "Apple Watch"), and [AirPods](https://en.wikipedia.org/wiki/AirPods "AirPods"); [several in-house operating systems](https://en.wikipedia.org/wiki/List_of_Apple_operating_systems "List of Apple operating systems") such as [iOS](https://en.wikipedia.org/wiki/IOS "IOS"), [iPadOS](https://en.wikipedia.org/wiki/IPadOS "IPadOS"), and [macOS](https://en.wikipedia.org/wiki/MacOS "MacOS"); and [various software](https://en.wikipedia.org/wiki/List_of_software_by_Apple "List of software by Apple") and services including [Apple Pay](https://en.wikipedia.org/wiki/Apple_Pay "Apple Pay") and [iCloud](https://en.wikipedia.org/wiki/ICloud "ICloud"), as well as multimedia streaming services like [Apple Music](https://en.wikipedia.org/wiki/Apple_Music "Apple Music") and [Apple TV](https://en.wikipedia.org/wiki/Apple_TV_\(streaming_service\) "Apple TV (streaming service)"). Since 2011, Apple has for the most part been the world's [largest company by market capitalization](https://en.wikipedia.org/wiki/List_of_public_corporations_by_market_capitalization "List of public corporations by market capitalization"), and, as of 2024[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit), is the [largest manufacturing company by revenue](https://en.wikipedia.org/wiki/List_of_largest_manufacturing_companies_by_revenue "List of largest manufacturing companies by revenue"), the [fourth-largest PC vendor](https://en.wikipedia.org/wiki/Market_share_of_personal_computer_vendors#Current_top_vendors_market_share_\(2023\) "Market share of personal computer vendors"), the [largest vendor of tablet computers](https://en.wikipedia.org/wiki/Tablet_computer#By_manufacturer "Tablet computer"), and the [largest vendor of mobile phones](https://en.wikipedia.org/wiki/List_of_best-selling_mobile_phones#2024 "List of best-selling mobile phones"). Apple became the first publicly traded US company to be [valued at over \$1 trillion](https://en.wikipedia.org/wiki/Trillion-dollar_company "Trillion-dollar company") in 2018, and, as of October 2025[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit), is valued at just over \$4 trillion.
[Apple has received criticism](https://en.wikipedia.org/wiki/Criticism_of_Apple_Inc. "Criticism of Apple Inc.") regarding [its contractors](https://en.wikipedia.org/wiki/Apple_supply_chain "Apple supply chain")' labor conditions, [its relationship with trade unions](https://en.wikipedia.org/wiki/Apple_Inc._and_unions "Apple Inc. and unions"), [its environmental practices](https://en.wikipedia.org/wiki/Environmental_impact_of_Apple_Inc. "Environmental impact of Apple Inc."), and its corporate ethics, including [anti-competitive tactics](https://en.wikipedia.org/wiki/Anti-competitive_practices_of_Apple_Inc. "Anti-competitive practices of Apple Inc."), materials sourcing, and [its acquisitions of smaller businesses](https://en.wikipedia.org/wiki/List_of_mergers_and_acquisitions_by_Apple "List of mergers and acquisitions by Apple"). Nevertheless, the company has [a large following](https://en.wikipedia.org/wiki/Apple_community "Apple community") and enjoys [a high level of customer loyalty](https://en.wikipedia.org/wiki/Marketing_of_Apple_Inc.#Brand_loyalty "Marketing of Apple Inc."). Apple has consistently been ranked as one of the world's [most valuable brands](https://en.wikipedia.org/wiki/List_of_most_valuable_brands "List of most valuable brands") since the late 2000s.
## History
Main article: [History of Apple Inc.](https://en.wikipedia.org/wiki/History_of_Apple_Inc. "History of Apple Inc.")
### 1976â1980: Founding and incorporation
[](https://en.wikipedia.org/wiki/File:Apple_Garage.jpg)
In 1976, [Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs") and [Steve Wozniak](https://en.wikipedia.org/wiki/Steve_Wozniak "Steve Wozniak") co-founded Apple in Jobs' parents' home on Crist Drive in [Los Altos, California](https://en.wikipedia.org/wiki/Los_Altos,_California "Los Altos, California").[\[5\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer20046%E2%80%938-6) Wozniak called the popular belief that the company was founded in the garage "a bit of a myth",[\[6\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-7) although they moved some operations to the garage when the bedroom became too crowded.[\[7\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Linzmayer01-8)
[](https://en.wikipedia.org/wiki/File:2019-08-04_Apple_I_computer.jpg)
The [Apple I](https://en.wikipedia.org/wiki/Apple_I "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.
Apple Computer Company was founded on April 1, 1976, by [Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs"), [Steve Wozniak](https://en.wikipedia.org/wiki/Steve_Wozniak "Steve Wozniak"), and [Ronald Wayne](https://en.wikipedia.org/wiki/Ronald_Wayne "Ronald Wayne") as a [partnership](https://en.wikipedia.org/wiki/Partnership "Partnership").[\[5\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer20046%E2%80%938-6)[\[8\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-9) The company's first product was the [Apple I](https://en.wikipedia.org/wiki/Apple_I "Apple I"), a computer designed and hand-built entirely by Wozniak.[\[9\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-10) To finance its creation, Jobs sold his [Volkswagen Bus](https://en.wikipedia.org/wiki/Volkswagen_Type_2 "Volkswagen Type 2"), and Wozniak sold his [HP-65](https://en.wikipedia.org/wiki/HP-65 "HP-65") calculator.[\[10\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-11) Neither received the full selling price, but together they earned \$1,300 (equivalent to \$7,400 in 2025). Wozniak debuted the first prototype Apple I at the [Homebrew Computer Club](https://en.wikipedia.org/wiki/Homebrew_Computer_Club "Homebrew Computer Club") in July 1976.[\[11\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-12) The Apple I was sold as a [motherboard](https://en.wikipedia.org/wiki/Motherboard "Motherboard") with [CPU](https://en.wikipedia.org/wiki/CPU "CPU"), [RAM](https://en.wikipedia.org/wiki/RAM "RAM"), and basic textual-video chipsâa base kit concept which was not yet marketed as a complete personal computer.[\[12\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-13) It was priced soon after debut for \$666.66 (equivalent to \$3,800 in 2025).[\[13\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-14)[\[14\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTEWozniakSmith2006180-15) Wozniak later said he was unaware of the coincidental [mark of the beast](https://en.wikipedia.org/wiki/Mark_of_the_beast "Mark of the beast") in the number 666, and that he came up with the price because he liked "repeating digits".[\[15\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-VintageNews-16)
Apple Computer, Inc. was incorporated in [Cupertino, California](https://en.wikipedia.org/wiki/Cupertino,_California "Cupertino, California"),[\[1\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-10-K-Report-2025-2) on January 3, 1977,[\[16\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer200410-17)[\[17\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple_FAQ-18) 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.[\[18\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-19) Multimillionaire [Mike Markkula](https://en.wikipedia.org/wiki/Mike_Markkula "Mike Markkula") provided essential business expertise and funding of \$250,000 (equivalent to \$1,328,000 in 2025) to Jobs and Wozniak during the incorporation of Apple.[\[19\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-20) During the first five years of operations, revenue grew exponentially, doubling about every four months. Between September 1977 and September 1980, yearly sales grew from \$775,000 to US\$118 million, an average annual growth rate of 533%.[\[20\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-21)
The [Apple II](https://en.wikipedia.org/wiki/Apple_II_\(1977_computer\) "Apple II (1977 computer)"), also designed by Wozniak, was introduced on April 16, 1977, at the first [West Coast Computer Faire](https://en.wikipedia.org/wiki/West_Coast_Computer_Faire "West Coast Computer Faire").[\[21\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer200412-22) It differed from its major rivals, the [TRS-80](https://en.wikipedia.org/wiki/TRS-80 "TRS-80") and [Commodore PET](https://en.wikipedia.org/wiki/Commodore_PET "Commodore PET"), because of its character cell-based color graphics and [open architecture](https://en.wikipedia.org/wiki/Open_architecture "Open architecture"). The Apple I and early Apple II models used ordinary [audio cassette tapes](https://en.wikipedia.org/wiki/Cassette_tape "Cassette tape") as storage devices, which were superseded by the 5\+1â4\-inch [floppy disk](https://en.wikipedia.org/wiki/Floppy_disk "Floppy disk") drive and interface called the [Disk II](https://en.wikipedia.org/wiki/Disk_II "Disk II") in 1978.[\[22\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer200413%E2%80%9315-23)[\[23\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-24)
[](https://en.wikipedia.org/wiki/File:Apple_II_Plus_cropped.jpg)
The [Apple II](https://en.wikipedia.org/wiki/Apple_II "Apple II"), introduced in 1977 and designed primarily by Wozniak, was the company's first major success.
The Apple II was chosen to be the desktop platform for the first [killer application](https://en.wikipedia.org/wiki/Killer_application "Killer application") of the business world: [VisiCalc](https://en.wikipedia.org/wiki/VisiCalc "VisiCalc"), a [spreadsheet](https://en.wikipedia.org/wiki/Spreadsheet "Spreadsheet") [program](https://en.wikipedia.org/wiki/Computer_program "Computer program") released in 1979.[\[22\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer200413%E2%80%9315-23) 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,[\[22\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer200413%E2%80%9315-23) but Apple II market share remained behind [home computers](https://en.wikipedia.org/wiki/Home_computer "Home computer") made by competitors such as [Atari](https://en.wikipedia.org/wiki/Atari,_Inc. "Atari, Inc."), [Commodore](https://en.wikipedia.org/wiki/Commodore_International "Commodore International"), and [Tandy](https://en.wikipedia.org/wiki/Tandy_Computers "Tandy Computers").[\[24\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-25)[\[25\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-26)
On December 12, 1980, Apple went public with an [initial public offering](https://en.wikipedia.org/wiki/Initial_public_offering "Initial public offering") (IPO) on the fully electronic [Nasdaq](https://en.wikipedia.org/wiki/Nasdaq "Nasdaq") stock market, selling 4.6 million shares at \$22 per share (\$.10 per share when adjusting for [stock splits](https://en.wikipedia.org/wiki/Stock_split "Stock split") as of September 3, 2022[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit)),[\[17\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple_FAQ-18) generating over \$100 million, which was more capital than any IPO since [Ford Motor Company](https://en.wikipedia.org/wiki/Ford_Motor_Company "Ford Motor Company") in 1956.[\[26\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-EDNAAPLSTOCK-27) By the end of the day, around 300 millionaires were created, including Jobs and Wozniak, from a stock price of \$29 per share[\[27\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-DEDIPO-28) and a market cap of \$1.778 billion.[\[26\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-EDNAAPLSTOCK-27)[\[27\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-DEDIPO-28)
### 1980â1990: Success with Macintosh
See also: [List of Mac models](https://en.wikipedia.org/wiki/List_of_Mac_models "List of Mac models") and [Timeline of the Apple II family](https://en.wikipedia.org/wiki/Timeline_of_the_Apple_II_family "Timeline of the Apple II family")
[](https://en.wikipedia.org/wiki/File:Steve_Jobs_and_Macintosh_computer,_January_1984,_by_Bernard_Gotfryd_-_edited.jpg)
[Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs") in 1984 with the [Macintosh](https://en.wikipedia.org/wiki/Macintosh_128k "Macintosh 128k"), the first successful mass-market personal computer to feature an integral [graphical user interface](https://en.wikipedia.org/wiki/Graphical_user_interface "Graphical user interface") and [mouse](https://en.wikipedia.org/wiki/Computer_mouse "Computer mouse")
In November and December 1979, Steve Jobs and Apple employees, including [Jef Raskin](https://en.wikipedia.org/wiki/Jef_Raskin "Jef Raskin"), visited [Xerox PARC](https://en.wikipedia.org/wiki/Xerox_PARC "Xerox PARC"), where they observed the [Xerox Alto](https://en.wikipedia.org/wiki/Xerox_Alto "Xerox Alto"), featuring a [graphical user interface](https://en.wikipedia.org/wiki/Graphical_user_interface "Graphical user interface") (GUI) and a [mouse](https://en.wikipedia.org/wiki/Computer_mouse "Computer mouse").[\[28\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer200474%E2%80%9375-29) Jobs had negotiated with [Xerox](https://en.wikipedia.org/wiki/Xerox "Xerox") in advance to gain access to PARC's technology, in exchange for the right to purchase \$1 million worth of Apple's pre-IPO shares.[\[29\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTEIsaacson201596%E2%80%9397-30) This visit influenced Jobs to implement a GUI in Apple's products starting with the [Apple Lisa](https://en.wikipedia.org/wiki/Apple_Lisa "Apple Lisa") in 1983, though he was forced out of the Lisa project during the early development. Despite being pioneering as a mass-marketed GUI computer, the Lisa suffered from high costs and limited software options, leading to commercial failure.[\[30\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer200468-31)
Following his removal from the Lisa team, Jobs joined the company's [Macintosh](https://en.wikipedia.org/wiki/Macintosh "Macintosh") division in January 1981.[\[31\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer200492-32) The Macintosh had been envisioned by Jef Raskin as a low-cost, [portable computer](https://en.wikipedia.org/wiki/Portable_computer "Portable computer"), and Wozniak had helped its development until a plane crash in early 1981 forced him to step back from the project.[\[32\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-33)[\[33\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer200428,_86%E2%80%9388-34) Wozniak's absence allowed Jobs to take over the project and he redefined the Macintosh as a mouse-driven GUI machine similar to the Lisa.[\[34\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-TheVerge-35) Wozniak speculates that Jobs' sense of rivalry towards the Lisa project was the driving force behind this sudden shift in direction.[\[34\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-TheVerge-35) Jobs was also hostile to the Apple II division, which at the time generated most of the company's revenue.[\[35\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-rice19850415-36)
In 1984, Apple launched the Macintosh, the first personal computer without a bundled [programming language](https://en.wikipedia.org/wiki/Programming_language "Programming language").[\[36\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-IsProgramingObsolete-37) Its debut was signified by "[1984](https://en.wikipedia.org/wiki/1984_\(advertisement\) "1984 (advertisement)")", a US\$1.5\-million television advertisement directed by [Ridley Scott](https://en.wikipedia.org/wiki/Ridley_Scott "Ridley Scott") that aired during the third quarter of [Super Bowl XVIII](https://en.wikipedia.org/wiki/Super_Bowl_XVIII "Super Bowl XVIII") on January 22, 1984.[\[37\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-38) This was hailed as a watershed event for Apple's success[\[38\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-39) and was called a "masterpiece" by [CNN](https://en.wikipedia.org/wiki/CNN "CNN")[\[39\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-40) and one of the greatest TV advertisements of all time by *[TV Guide](https://en.wikipedia.org/wiki/TV_Guide "TV Guide")*.[\[40\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-41)
The advertisement created great interest in the [Macintosh](https://en.wikipedia.org/wiki/Macintosh_128K "Macintosh 128K"), and sales were initially good, but began to taper off dramatically after the first three months as reviews started coming in. Jobs had required 128 kilobytes of RAM, which limited its speed and software in favor of aspiring for a projected price point of \$1,000 (equivalent to \$3,100 in 2025). The Macintosh shipped for \$2,495 (equivalent to \$7,700 in 2025), a price panned by critics due to its slow performance.[\[41\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-42) In early 1985, this sales slump triggered a power struggle between Steve Jobs and CEO [John Sculley](https://en.wikipedia.org/wiki/John_Sculley "John Sculley"), who had been hired away from [Pepsi](https://en.wikipedia.org/wiki/PepsiCo "PepsiCo") two years earlier by Jobs[\[42\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-43) saying, "Do you want to sell sugar water for the rest of your life or come with me and change the world?"[\[43\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-44) Sculley removed Jobs as the head of the Macintosh division, with unanimous support from the Apple board of directors.[\[44\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-45)
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.[\[45\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer2004156%E2%80%93157-46) [Jean-Louis Gassée](https://en.wikipedia.org/wiki/Jean-Louis_Gass%C3%A9e "Jean-Louis Gassée") informed Sculley that Jobs had been attempting to organize a [boardroom coup](https://en.wikipedia.org/wiki/Coup_d%27%C3%A9tat#Other "Coup d'état"), and called an emergency meeting at which Apple's executive staff sided with Sculley, and stripped Jobs of all operational duties.[\[45\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer2004156%E2%80%93157-46) Jobs resigned from Apple in September 1985 and took several Apple employees with him to found [NeXT](https://en.wikipedia.org/wiki/NeXT "NeXT").[\[46\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-47) 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".[\[35\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-rice19850415-36)[\[47\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-wozemployee-48)[\[48\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-49) Wozniak remained employed by Apple as a representative,[\[47\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-wozemployee-48) receiving a stipend estimated to be \$120,000 per year.[\[49\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTEWozniakSmith2006-50) Jobs and Wozniak remained Apple shareholders following their departures.[\[50\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-wozstock-51)
After the departures of Jobs and Wozniak in 1985, Sculley launched the [Macintosh 512K](https://en.wikipedia.org/wiki/Macintosh_512K "Macintosh 512K") that year with quadruple the RAM, and introduced the [LaserWriter](https://en.wikipedia.org/wiki/LaserWriter "LaserWriter"), the first reasonably priced [PostScript](https://en.wikipedia.org/wiki/PostScript "PostScript")\-based [laser printer](https://en.wikipedia.org/wiki/Laser_printer "Laser printer"). [PageMaker](https://en.wikipedia.org/wiki/PageMaker "PageMaker"), an early [desktop publishing](https://en.wikipedia.org/wiki/Desktop_publishing "Desktop publishing") application taking advantage of the PostScript language, was also released by [Aldus Corporation](https://en.wikipedia.org/wiki/Aldus_Corporation "Aldus Corporation") in July 1985.[\[51\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer2004158%E2%80%93159-52) It has been suggested that the combination of Macintosh, LaserWriter, and PageMaker was responsible for the creation of the [desktop publishing](https://en.wikipedia.org/wiki/Desktop_publishing "Desktop publishing") market.[\[52\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-53)
This dominant position in the desktop publishing market[\[53\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTESwaine2014359%E2%80%93363-54) allowed the company to focus on higher price points, the so-called "high-right policy" named for its position on a priceâprofits chart. Newer models selling at higher price points offered higher [profit margin](https://en.wikipedia.org/wiki/Profit_margin "Profit margin"), and appeared to not affect total sales as [power users](https://en.wikipedia.org/wiki/Power_user "Power user") 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 GassĂ©e's slogan of "fifty-five or die", referring to the 55% [profit margins](https://en.wikipedia.org/wiki/Profit_margin "Profit margin") of the [Macintosh II](https://en.wikipedia.org/wiki/Macintosh_II "Macintosh II").[\[54\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTECarlton199779%E2%80%9380-55)
This policy began to backfire late in the decade as desktop publishing programs appeared on [IBM PC compatibles](https://en.wikipedia.org/wiki/IBM_PC_compatible "IBM PC compatible") 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](https://en.wikipedia.org/wiki/Economics_of_Christmas "Economics of Christmas") 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.[\[55\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTECarlton1997117%E2%80%93129-56) During this period, the relationship between Sculley and Gassée deteriorated, leading Sculley to effectively demote Gassée in January 1990 by appointing [Michael Spindler](https://en.wikipedia.org/wiki/Michael_Spindler "Michael Spindler") as the [chief operating officer](https://en.wikipedia.org/wiki/Chief_operating_officer "Chief operating officer").[\[56\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer2004184%E2%80%93185-57) Gassée left the company later that year to set up a rival, [Be Inc.](https://en.wikipedia.org/wiki/Be_Inc. "Be Inc.")[\[57\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer2004160-58)
### 1990â1997: Decline and restructuring
[](https://en.wikipedia.org/wiki/File:Apple_macintosh_lcII.jpg)
Macintosh [LC II](https://en.wikipedia.org/wiki/LC_II "LC II")
The company pivoted its strategy and, in October 1990, introduced three lower-cost models: the [Macintosh Classic](https://en.wikipedia.org/wiki/Macintosh_Classic "Macintosh Classic"), the [Macintosh LC](https://en.wikipedia.org/wiki/Macintosh_LC "Macintosh LC"), and the [Macintosh IIsi](https://en.wikipedia.org/wiki/Macintosh_IIsi "Macintosh IIsi"), all of which generated significant sales due to pent-up demand.[\[58\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer2004128-59) In 1991, Apple introduced the [PowerBook](https://en.wikipedia.org/wiki/PowerBook_100_series "PowerBook 100 series"), a commercially successful laptop whose clamshell design influenced later notebook computers. The same year, Apple introduced [System 7](https://en.wikipedia.org/wiki/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 the PowerBook brought increasing revenue.[\[59\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-lemsculley-60) For some time, Apple was doing very well, introducing fresh new products at increasing profits. The magazine *[MacAddict](https://en.wikipedia.org/wiki/MacAddict "MacAddict")* named the period between 1989 and 1991 as the "first golden age" of the Macintosh.[\[60\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-61)
[](https://en.wikipedia.org/wiki/File:Apple_PenLite_prototype,_1992.jpg)
The [PenLite](https://en.wikipedia.org/wiki/PenLite "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](https://en.wikipedia.org/wiki/Apple_Newton "Apple Newton").[\[61\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-62)
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](https://en.wikipedia.org/wiki/Macintosh_Quadra "Macintosh Quadra") series, the mid-range [Centris](https://en.wikipedia.org/wiki/Macintosh_Centris "Macintosh Centris") series, and the consumer-marketed [Performa](https://en.wikipedia.org/wiki/Performa "Performa") series. This led to significant consumer confusion among so many models.[\[62\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-vawperforma-63)
In 1993, the [Apple II](https://en.wikipedia.org/wiki/Apple_II "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.[\[63\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-64) The [Apple IIe](https://en.wikipedia.org/wiki/Apple_IIe "Apple IIe") was discontinued in 1993.[\[64\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-65)
Apple experimented with several other unsuccessful consumer targeted products during the 1990s, including [QuickTake](https://en.wikipedia.org/wiki/QuickTake "QuickTake") [digital cameras](https://en.wikipedia.org/wiki/Digital_camera "Digital camera"), [PowerCD](https://en.wikipedia.org/wiki/PowerCD "PowerCD") [portable CD audio players](https://en.wikipedia.org/wiki/Portable_CD_player "Portable CD player"), [speakers](https://en.wikipedia.org/wiki/AppleDesign_Powered_Speakers "AppleDesign Powered Speakers"), the [Pippin](https://en.wikipedia.org/wiki/Apple_Pippin "Apple Pippin") video game console, the [eWorld](https://en.wikipedia.org/wiki/EWorld "EWorld") online service, and [Apple Interactive Television Box](https://en.wikipedia.org/wiki/Apple_Interactive_Television_Box "Apple Interactive Television Box"). Apple made significant investments in the [Newton](https://en.wikipedia.org/wiki/Apple_Newton "Apple Newton") tablet division; the Newton was later criticized for high costs and limited commercial success, and commentators have attributed the decision to start that division in part to market forecasts by CEO John Sculley.[\[65\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-66)
Throughout this period, Microsoft continued to gain market share with [Windows](https://en.wikipedia.org/wiki/Windows "Windows") by focusing on delivering software to inexpensive personal computers, while Apple was delivering a richly engineered but expensive experience.[\[66\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-67) Apple relied on high profit margins and never developed a clear response; it sued Microsoft for making a GUI similar to the [Lisa](https://en.wikipedia.org/wiki/Apple_Lisa "Apple Lisa") in *[Apple Computer, Inc. v. Microsoft Corp.](https://en.wikipedia.org/wiki/Apple_Computer,_Inc._v._Microsoft_Corp. "Apple Computer, Inc. v. Microsoft Corp.")*[\[67\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-lemms-68) 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](https://en.wikipedia.org/wiki/Michael_Spindler "Michael Spindler").[\[68\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-69)
[](https://en.wikipedia.org/wiki/File:PowerMac_6100-66b.JPG)
The [Power Macintosh 6100](https://en.wikipedia.org/wiki/Power_Macintosh_6100 "Power Macintosh 6100"), introduced in 1994, was Apple's first new home computer model after the switch to [PowerPC](https://en.wikipedia.org/wiki/PowerPC "PowerPC") processors.
Under Spindler, Apple, [IBM](https://en.wikipedia.org/wiki/IBM "IBM"), and [Motorola](https://en.wikipedia.org/wiki/Motorola "Motorola") formed the [AIM alliance](https://en.wikipedia.org/wiki/AIM_alliance "AIM alliance") in 1994 to create a new computing platform (the [PowerPC Reference Platform](https://en.wikipedia.org/wiki/PowerPC_Reference_Platform "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](https://en.wikipedia.org/wiki/Power_Macintosh "Power Macintosh"), the first of many computers with Motorola's [PowerPC](https://en.wikipedia.org/wiki/PowerPC "PowerPC") processor.[\[69\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-70)
In the wake of the alliance, Apple opened up to the idea of allowing Motorola and other companies to build [Macintosh clones](https://en.wikipedia.org/wiki/Macintosh_clone "Macintosh clone"). 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.[\[70\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer2004[httpsbooksgooglecombooksidmXnw5tM8QRwCpgPA254_254%E2%80%93256]-71)
In 1996, Spindler was replaced as CEO by [Gil Amelio](https://en.wikipedia.org/wiki/Gil_Amelio "Gil Amelio"), who was hired for his reputation as a corporate rehabilitator. Amelio made big changes, including extensive layoffs and cost-cutting.[\[71\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-72)
This period was also marked by numerous failed attempts to modernize the Macintosh operating system (the [classic Mac OS](https://en.wikipedia.org/wiki/Classic_Mac_OS "Classic Mac OS")). The original Macintosh operating system ([System 1](https://en.wikipedia.org/wiki/System_1 "System 1")) was not built for multitasking (running several applications at once). The company attempted to correct this by introducing [cooperative multitasking](https://en.wikipedia.org/wiki/Cooperative_multitasking "Cooperative multitasking") in System 5, but still decided it needed a more modern approach.[\[72\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-73) This led to the [Pink](https://en.wikipedia.org/wiki/Taligent "Taligent") project in 1988, [A/UX](https://en.wikipedia.org/wiki/A/UX "A/UX") that same year, [Copland](https://en.wikipedia.org/wiki/Copland_\(operating_system\) "Copland (operating system)") in 1994, and evaluated the purchase of [BeOS](https://en.wikipedia.org/wiki/BeOS "BeOS") in 1996. Talks with Be stalled when the CEO, former Apple executive [Jean-Louis Gassée](https://en.wikipedia.org/wiki/Jean-Louis_Gass%C3%A9e "Jean-Louis Gassée"), demanded \$300 million in contrast to Apple's \$125-million offer.[\[73\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-74) With Apple only weeks away from [bankruptcy](https://en.wikipedia.org/wiki/Bankruptcy "Bankruptcy"),[\[74\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-75) the board preferred [NeXTSTEP](https://en.wikipedia.org/wiki/NeXTSTEP "NeXTSTEP") and purchased [NeXT](https://en.wikipedia.org/wiki/NeXT "NeXT") in late 1996 for \$400 million, retaining [Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs").[\[75\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-76)
### 1997â2007: Return to profitability
The NeXT acquisition was finalized on February 9, 1997,[\[76\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-archive-77) and the board brought Jobs back to Apple as an advisor. On July 9, 1997, Jobs staged a boardroom coup, which 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.[\[77\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Entrepreneur20111027-78)
The next month, in August 1997, Steve Jobs convinced Microsoft to make a \$150-million investment in Apple and a commitment to continue developing Mac software.[\[78\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-79) 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.](https://en.wikipedia.org/wiki/United_States_v._Microsoft_Corp. "United States v. Microsoft Corp.")* case.[\[79\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-80) Around then, Jobs donated Apple's internal library and archives to [Stanford University](https://en.wikipedia.org/wiki/Stanford_University "Stanford University"), to focus more on the present and the future rather than the past.[\[80\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-81)[\[81\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-82) He ended the Mac clone deals and in September 1997, purchased the largest clone maker, [Power Computing](https://en.wikipedia.org/wiki/Power_Computing "Power Computing").[\[82\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-83) On November 10, 1997, the [Apple Store website](https://en.wikipedia.org/wiki/Apple_Store_\(online\) "Apple Store (online)") launched, which was tied to a new build-to-order manufacturing model similar to PC manufacturer [Dell](https://en.wikipedia.org/wiki/Dell "Dell")'s success.[\[83\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-84) The moves paid off for Jobs; at the end of his first year as CEO, the company had a \$309-million profit.[\[77\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Entrepreneur20111027-78)
[](https://en.wikipedia.org/wiki/File:IMac_G3_Bondi_Blue,_three-quarters_view.png)
iMac
[](https://en.wikipedia.org/wiki/File:Clamshell_iBook_G3.jpg)
iBook
[](https://en.wikipedia.org/wiki/File:Apple_Yosemite.JPG)
Power Macintosh G3
[](https://en.wikipedia.org/wiki/File:Apple_PowerBook_G3_500_Pismo-2763.jpg)
PowerBook G3
On May 6, 1998, Apple introduced a new all-in-one computer reminiscent of the original Macintosh: the [iMac](https://en.wikipedia.org/wiki/IMac_G3 "IMac G3"). The iMac sold 800,000 units in its first five months. It abandoned legacy technologies such as the [3+1â2-inch diskette](https://en.wikipedia.org/wiki/Floppy_disk "Floppy disk"), adopted the USB connector early, and came pre-installed with Internet connectivity (the 'i' in iMac) via Ethernet and a dial-up modem.[\[84\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-800kimacs-85)[\[85\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Alyson_Raletz-86) Its striking teardrop shape and translucent materials were designed by [Jonathan Ive](https://en.wikipedia.org/wiki/Jonathan_Ive "Jonathan Ive"), who had been hired by Amelio, and who collaborated with Jobs for more than a decade to reshape Apple's product design.[\[86\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Time-87)[\[87\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-88)
A little more than a year later on July 21, 1999, Apple introduced the [iBook](https://en.wikipedia.org/wiki/IBook "IBook") consumer laptop. It culminated Jobs' strategy to produce only four products: refined versions of the [Power Macintosh G3](https://en.wikipedia.org/wiki/Power_Macintosh_G3 "Power Macintosh G3") desktop and [PowerBook G3](https://en.wikipedia.org/wiki/PowerBook_G3 "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.[\[88\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-89)
Around then, Apple also completed numerous acquisitions to create a portfolio of digital media production software for both professionals and consumers. Apple acquired [Macromedia](https://en.wikipedia.org/wiki/Macromedia "Macromedia")'s Key Grip digital video editing software project, which was launched as [Final Cut Pro](https://en.wikipedia.org/wiki/Final_Cut_Pro "Final Cut Pro") in April 1999.[\[89\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-90) Key Grip's development also led to Apple's release of the consumer video-editing product [iMovie](https://en.wikipedia.org/wiki/IMovie "IMovie") in October 1999.[\[90\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Bell-91) Apple acquired the German company Astarte in April 2000, which had developed the [DVD authoring](https://en.wikipedia.org/wiki/DVD_authoring "DVD authoring") software DVDirector, which Apple repackaged as the professional-oriented [DVD Studio Pro](https://en.wikipedia.org/wiki/DVD_Studio_Pro "DVD Studio Pro"), and reused its technology to create [iDVD](https://en.wikipedia.org/wiki/IDVD "IDVD") for the consumer market.[\[90\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Bell-91) In 2000, Apple purchased the [SoundJam MP](https://en.wikipedia.org/wiki/SoundJam_MP "SoundJam MP") audio player software from [Casady & Greene](https://en.wikipedia.org/wiki/Casady_%26_Greene "Casady & Greene"). Apple renamed the program [iTunes](https://en.wikipedia.org/wiki/ITunes "ITunes"), simplified the user interface and added CD burning.[\[91\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-92)
In 2001, Apple changed course with three announcements. First, on March 24, 2001, Apple announced the release of a new modern operating system, [Mac OS X](https://en.wikipedia.org/wiki/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 [NeXTSTEP](https://en.wikipedia.org/wiki/NeXTSTEP "NeXTSTEP"), [OpenStep](https://en.wikipedia.org/wiki/OpenStep "OpenStep"), and [BSD Unix](https://en.wikipedia.org/wiki/BSD_Unix "BSD Unix"), to combine the stability, reliability, and security of [Unix](https://en.wikipedia.org/wiki/Unix "Unix") with the ease of use of an overhauled user interface. Second, in May 2001, the first two [Apple Store](https://en.wikipedia.org/wiki/Apple_Store "Apple Store") retail locations opened in Virginia and California, offering an improved presentation of the company's products.[\[92\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-93)[\[93\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-First_stores-94)[\[94\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-MacRumors_stores-95) At the time, many speculated that the stores would fail, but they later expanded to more than 500 locations worldwide.[\[95\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-fortune-best-retailer-96)[\[2\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-storelist-3) Third, on October 23, 2001, the [iPod](https://en.wikipedia.org/wiki/IPod "IPod") portable digital audio player debuted. The product was first sold on November 10, 2001, and sold over 100 million units within six years.[\[96\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-97)
[](https://en.wikipedia.org/wiki/File:ITunes_Store_Songs_Sales.jpg)
The iTunes Store was highly successful in shaping the legal [music downloading](https://en.wikipedia.org/wiki/Music_download "Music download") industry; chart shows the number of songs sold from 2003 to 2010.
In 2003, the [iTunes Store](https://en.wikipedia.org/wiki/ITunes_Store "ITunes Store") was introduced with [music downloads](https://en.wikipedia.org/wiki/Music_download "Music download") for 99Âą a song and iPod integration. It quickly became the market leader in online music services, with over 5 billion downloads by June 19, 2008.[\[97\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-98) Two years later, the iTunes Store was the world's largest music retailer.[\[98\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-99)
In 2002, Apple purchased [Nothing Real](https://en.wikipedia.org/wiki/Nothing_Real "Nothing Real") for its advanced digital [compositing](https://en.wikipedia.org/wiki/Compositing "Compositing") application [Shake](https://en.wikipedia.org/wiki/Shake_\(software\) "Shake (software)"),[\[99\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-100) and [Emagic](https://en.wikipedia.org/wiki/Emagic "Emagic") for the music productivity application [Logic](https://en.wikipedia.org/wiki/Logic_Pro "Logic Pro"). 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 [GarageBand](https://en.wikipedia.org/wiki/GarageBand "GarageBand") application.[\[100\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-101) The release of [iPhoto](https://en.wikipedia.org/wiki/IPhoto "IPhoto") that year completed the [iLife](https://en.wikipedia.org/wiki/ILife "ILife") suite.[\[101\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-102)
[](https://en.wikipedia.org/wiki/File:MacBook_Pro.jpg)
The [MacBook Pro](https://en.wikipedia.org/wiki/MacBook_Pro "MacBook Pro") is Apple's first laptop with an [Intel](https://en.wikipedia.org/wiki/Intel "Intel") microprocessor, introduced in 2006.
At the [Worldwide Developers Conference](https://en.wikipedia.org/wiki/Worldwide_Developers_Conference "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](https://en.wikipedia.org/wiki/Mac_transition_to_Intel_processors "Mac transition to Intel processors") in 2006.[\[102\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-printel-103) On January 10, 2006, the new [MacBook Pro](https://en.wikipedia.org/wiki/MacBook_Pro "MacBook Pro") and [iMac](https://en.wikipedia.org/wiki/IMac "IMac") became the first Apple computers to use Intel's [Core Duo](https://en.wikipedia.org/wiki/Core_Duo "Core Duo") CPU. By August 7, 2006, Apple made the transition to Intel chips for the entire Mac product lineâover one year sooner than announced.[\[102\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-printel-103) The Power Mac, iBook, and PowerBook brands were retired during the transition; the [Mac Pro](https://en.wikipedia.org/wiki/Mac_Pro "Mac Pro"), [MacBook](https://en.wikipedia.org/wiki/MacBook "MacBook"), and MacBook Pro became their respective successors.[\[103\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-104) Apple also introduced [Boot Camp](https://en.wikipedia.org/wiki/Boot_Camp_\(software\) "Boot Camp (software)") in 2006 to help users install [Windows XP](https://en.wikipedia.org/wiki/Windows_XP "Windows XP") or [Windows Vista](https://en.wikipedia.org/wiki/Windows_Vista "Windows Vista") on their Intel Macs alongside Mac OS X.[\[104\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-105)
Between early 2003 and 2006, the price of Apple's stock increased more than tenfold, from around \$6 per share ([split-adjusted](https://en.wikipedia.org/wiki/Split-adjusted "Split-adjusted")) to over \$80.[\[105\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-106) When Apple surpassed Dell's [market cap](https://en.wikipedia.org/wiki/Market_cap "Market cap") in January 2006,[\[106\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-modell-107) Jobs sent an email to Apple employees saying Dell's [CEO](https://en.wikipedia.org/wiki/CEO "CEO") [Michael Dell](https://en.wikipedia.org/wiki/Michael_Dell "Michael Dell") should eat his words.[\[107\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-108) Nine years prior, Dell had said that if he ran Apple he would "shut it down and give the money back to the shareholders".[\[108\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-109)
### 2007â2011: Success with mobile devices
[](https://en.wikipedia.org/wiki/File:IPhone_\(356419153\).jpg)
The newly announced [first-generation iPhone](https://en.wikipedia.org/wiki/IPhone_\(1st_generation\) "IPhone (1st generation)") was on display at the 2007 [MacWorld Expo](https://en.wikipedia.org/wiki/MacWorld_Expo "MacWorld Expo").
During his keynote speech at the [Macworld Expo](https://en.wikipedia.org/wiki/Macworld_Expo "Macworld Expo") on January 9, 2007, Jobs announced the renaming of Apple Computer, Inc. to Apple Inc., because the company had broadened its focus from computers to consumer electronics.[\[109\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-110) This event also saw the announcement of the [iPhone](https://en.wikipedia.org/wiki/IPhone "IPhone")[\[110\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-111) and the [Apple TV](https://en.wikipedia.org/wiki/Apple_TV_\(device\) "Apple TV (device)").[\[111\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-112) The company sold 270,000 [first-generation iPhones](https://en.wikipedia.org/wiki/IPhone_\(1st_generation\) "IPhone (1st generation)") during the first 30 hours of sales,[\[112\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-113) and some industry commentators described the device as "a game changer for the industry".[\[113\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-114)
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](https://en.wikipedia.org/wiki/ITunes_Store "ITunes Store") without [digital rights management](https://en.wikipedia.org/wiki/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.[\[114\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-115) On April 2, 2007, Apple and [EMI](https://en.wikipedia.org/wiki/EMI "EMI") jointly announced the removal of DRM technology from EMI's catalog in the iTunes Store, effective in May 2007.[\[115\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-116) 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 its [FairPlay](https://en.wikipedia.org/wiki/FairPlay "FairPlay") DRM.[\[116\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-117)
In July 2008, Apple launched the [App Store](https://en.wikipedia.org/wiki/App_Store_\(iOS\) "App Store (iOS)") to sell third-party applications for the iPhone and [iPod Touch](https://en.wikipedia.org/wiki/IPod_Touch "IPod Touch").[\[117\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-118) Within a month, the store sold 60 million applications and registered an average daily revenue of \$1 million, with Jobs speculating in August 2008 that the App Store could become a billion-dollar business for Apple.[\[118\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-119) By October 2008, Apple was the third-largest mobile handset supplier in the world due to the popularity of the iPhone.[\[119\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-120)
[](https://en.wikipedia.org/wiki/File:IPod_classic_in_dock.jpg)
A docked [iPod Classic](https://en.wikipedia.org/wiki/IPod_Classic "IPod Classic"); Apple worked with other manufacturers to implement purpose-built "[Made for iPod](https://en.wikipedia.org/wiki/MFi_Program "MFi Program")" docking stations.
On January 14, 2009, Jobs announced in an internal memo that he would be taking a six-month medical [leave of absence](https://en.wikipedia.org/wiki/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".[\[120\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-121) Though Jobs was absent, Apple recorded its best non-holiday quarter (Q1 FY 2009) during [the recession](https://en.wikipedia.org/wiki/Late-2000s_recession "Late-2000s recession"), with revenue of \$8.16 billion and profit of \$1.21 billion.[\[121\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-122)
After years of speculation and multiple rumored "leaks", Apple unveiled a large screen, tablet-like media device known as the [iPad](https://en.wikipedia.org/wiki/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 US. It sold more than 300,000 units on its first day, and 500,000 by the end of the first week.[\[122\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-123) In May 2010, Apple's market cap exceeded that of competitor [Microsoft](https://en.wikipedia.org/wiki/Microsoft "Microsoft") for the first time since 1989.[\[123\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-124)
In June 2010, Apple released the [iPhone 4](https://en.wikipedia.org/wiki/IPhone_4 "IPhone 4"),[\[124\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-125) which introduced [video calling](https://en.wikipedia.org/wiki/Video_calling "Video calling") using [FaceTime](https://en.wikipedia.org/wiki/FaceTime "FaceTime"), [multitasking](https://en.wikipedia.org/wiki/Computer_multitasking "Computer multitasking"), and a new design with an exposed [stainless steel](https://en.wikipedia.org/wiki/Stainless_steel "Stainless steel") frame as the phone's antenna system. Later that year, Apple again refreshed the [iPod](https://en.wikipedia.org/wiki/IPod "IPod") line by introducing a [multi-touch](https://en.wikipedia.org/wiki/Multi-touch "Multi-touch") [iPod Nano](https://en.wikipedia.org/wiki/IPod_Nano "IPod Nano"), an iPod Touch with FaceTime, and an [iPod Shuffle](https://en.wikipedia.org/wiki/IPod_Shuffle "IPod Shuffle") that brought back the [clickwheel](https://en.wikipedia.org/wiki/Clickwheel "Clickwheel") buttons of earlier generations.[\[125\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-126) It also introduced the smaller, cheaper second-generation Apple TV which allowed the rental of movies and shows.[\[126\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-yahoo1-127)
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](https://en.wikipedia.org/wiki/Tim_Cook "Tim Cook") assumed Jobs' day-to-day operations at Apple, although Jobs would still remain "involved in major strategic decisions".[\[127\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-JobsLeave2011-128) Apple became the most valuable consumer-facing brand in the world,[\[128\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-129) and has consistently been among the most valuable brands since then.[\[129\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-130) In June 2011, Jobs took the stage and unveiled [iCloud](https://en.wikipedia.org/wiki/ICloud "ICloud"), an online storage and syncing service for music, photos, files, and software which replaced [MobileMe](https://en.wikipedia.org/wiki/MobileMe "MobileMe"), Apple's previous attempt at content syncing.[\[130\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-131) 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.[\[131\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-132) He was replaced by Cook[\[132\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-133) and Jobs became Apple's chairman. Apple did not have a chairman at the time[\[133\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-134) and instead had two co-lead directors, [Andrea Jung](https://en.wikipedia.org/wiki/Andrea_Jung "Andrea Jung") and [Arthur D. Levinson](https://en.wikipedia.org/wiki/Arthur_D._Levinson "Arthur D. Levinson"),[\[134\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-135) who continued with those titles until Levinson replaced Jobs as chairman of the board in November after Jobs' death.[\[135\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-136)
### 2011â2020: Post-Jobs era, new devices
On October 5, 2011, Steve Jobs died, marking the end of an era for Apple.[\[136\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-137) The next major product announcement by Apple was on January 19, 2012, when Apple's [Phil Schiller](https://en.wikipedia.org/wiki/Phil_Schiller "Phil Schiller") introduced [iBooks](https://en.wikipedia.org/wiki/Apple_Books "Apple Books") Textbooks for iOS and iBooks Author for Mac OS X in New York City.[\[137\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-138) Jobs stated in the biography *Steve Jobs* that he wanted to reinvent the [textbook](https://en.wikipedia.org/wiki/Textbook "Textbook") industry and education.[\[138\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-139)
From 2011 to 2012, Apple released the [iPhone 4S](https://en.wikipedia.org/wiki/IPhone_4S "IPhone 4S")[\[139\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-140) and [iPhone 5](https://en.wikipedia.org/wiki/IPhone_5 "IPhone 5"),[\[140\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-141) which featured improved cameras, an [intelligent software assistant](https://en.wikipedia.org/wiki/Intelligent_software_assistant "Intelligent software assistant") named [Siri](https://en.wikipedia.org/wiki/Siri "Siri"), and cloud-synced data with iCloud; the [third-](https://en.wikipedia.org/wiki/IPad_\(third_generation\) "IPad (third generation)") and [fourth-generation iPads](https://en.wikipedia.org/wiki/IPad_\(fourth_generation\) "IPad (fourth generation)"), which featured [Retina displays](https://en.wikipedia.org/wiki/Retina_displays "Retina displays");[\[141\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-142)[\[142\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Lightning_strikes_again-143) and the [iPad Mini](https://en.wikipedia.org/wiki/IPad_Mini "IPad Mini"), which featured a 7.9-inch screen in contrast to the iPad's 9.7-inch screen.[\[143\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-mini-144) These launches were successful, with the iPhone 5 (released September 21, 2012) becoming Apple's biggest iPhone launch with over two million pre-orders[\[144\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-145) and sales of three million iPads in three days following the launch of the iPad Mini and fourth-generation iPad (released November 3, 2012).[\[145\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-146) Apple also released a third-generation 13-inch [MacBook Pro](https://en.wikipedia.org/wiki/MacBook_Pro "MacBook Pro") with a Retina display and new [iMac](https://en.wikipedia.org/wiki/IMac "IMac") and [Mac Mini](https://en.wikipedia.org/wiki/Mac_Mini "Mac Mini") computers.[\[142\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Lightning_strikes_again-143)[\[143\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-mini-144)[\[146\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-147)
On August 20, 2012, Apple's rising stock price increased the company's market capitalization to a then-record \$624 billion. This beat the non-inflation-adjusted record for market capitalization previously set by [Microsoft](https://en.wikipedia.org/wiki/Microsoft "Microsoft") in 1999.[\[147\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-148) On August 24, 2012, a US jury ruled that Samsung should pay Apple \$1.05 billion (ÂŁ665m) in damages in an [intellectual property](https://en.wikipedia.org/wiki/Intellectual_property "Intellectual property") lawsuit.[\[148\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-149) Samsung appealed the damages award, which was reduced by \$450 million[\[149\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOSS_Patents-150) and further granted Samsung's request for a new trial.[\[149\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOSS_Patents-150) 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.[\[150\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-151) It is predicted that Apple will make US\$280 million per year from this deal with HTC.[\[151\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-152)
In May 2014, Apple confirmed its intent to acquire [Dr. Dre](https://en.wikipedia.org/wiki/Dr._Dre "Dr. Dre") and [Jimmy Iovine](https://en.wikipedia.org/wiki/Jimmy_Iovine "Jimmy Iovine")'s audio company [Beats Electronics](https://en.wikipedia.org/wiki/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](https://en.wikipedia.org/wiki/Beats_Music "Beats Music"), for US\$3 billion, and to sell its 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.[\[152\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-153)
[](https://en.wikipedia.org/wiki/File:Apple_Watch_%E3%81%A7%E3%83%81%E3%82%A7%E3%83%83%E3%82%AF%E3%82%A4%E3%83%B3%E3%81%97%E3%81%BE%E3%81%97%E3%81%9F%EF%BC%81_2015_\(17187691969\).jpg)
[First-generation Apple Watch](https://en.wikipedia.org/wiki/Apple_Watch_\(1st_generation\) "Apple Watch (1st generation)") (2015)
During a press event on September 9, 2014, Apple introduced a [smartwatch](https://en.wikipedia.org/wiki/Smartwatch "Smartwatch") called the [Apple Watch](https://en.wikipedia.org/wiki/Apple_Watch "Apple Watch").[\[153\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-verge-watchannounce-154) Initially, Apple marketed the device as a [fashion accessory](https://en.wikipedia.org/wiki/Fashion_accessory "Fashion accessory")[\[154\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-wp-fashion-155) and a complement to the iPhone, that would allow people to look at their smartphones less.[\[155\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-wired.com-156) Over time, the company has focused on developing health and fitness-oriented features on the watch, in an effort to compete with dedicated [activity trackers](https://en.wikipedia.org/wiki/Activity_tracker "Activity tracker"). In January 2016, Apple announced that over one billion Apple devices were in active use worldwide.[\[156\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-157)
On June 6, 2016, *[Fortune](https://en.wikipedia.org/wiki/Fortune_\(magazine\) "Fortune (magazine)")* released the [*Fortune* 500](https://en.wikipedia.org/wiki/Fortune_500 "Fortune 500"), its annual list of companies ranked on revenue generation. In the trailing fiscal year of 2015, Apple was listed as the top tech company.[\[157\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Top_Tech_Company-158) It ranked third, overall, with US\$233 billion in revenue.[\[157\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Top_Tech_Company-158) This represents a movement upward of two spots from the previous year's list.[\[157\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Top_Tech_Company-158)
In June 2017, Apple announced the [HomePod](https://en.wikipedia.org/wiki/HomePod "HomePod"), its [smart speaker](https://en.wikipedia.org/wiki/Smart_speaker "Smart speaker") aimed to compete against [Sonos](https://en.wikipedia.org/wiki/Sonos "Sonos"), [Google Home](https://en.wikipedia.org/wiki/Google_Home_\(smart_speakers\) "Google Home (smart speakers)"), and [Amazon Echo](https://en.wikipedia.org/wiki/Amazon_Echo "Amazon Echo").[\[158\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-159) Toward the end of the year, *[TechCrunch](https://en.wikipedia.org/wiki/TechCrunch "TechCrunch")* reported that Apple was acquiring [Shazam](https://en.wikipedia.org/wiki/Shazam_\(music_app\) "Shazam (music app)"), a company that introduced its products at WWDC and specializing in music, TV, film and advertising recognition.[\[159\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-160) The acquisition was confirmed a few days later, reportedly costing Apple US\$400 million, with media reports that the purchase looked like a move to acquire data and tools bolstering the [Apple Music](https://en.wikipedia.org/wiki/Apple_Music "Apple Music") streaming service.[\[160\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-161) The purchase was approved by the [European Union](https://en.wikipedia.org/wiki/European_Union "European Union") in September 2018.[\[161\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-162)
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](https://en.wikipedia.org/wiki/Top_of_the_Morning_\(TV_series\) "Top of the Morning (TV series)") starring [Jennifer Aniston](https://en.wikipedia.org/wiki/Jennifer_Aniston "Jennifer Aniston") and [Reese Witherspoon](https://en.wikipedia.org/wiki/Reese_Witherspoon "Reese Witherspoon"), and a reboot of the anthology series *[Amazing Stories](https://en.wikipedia.org/wiki/Amazing_Stories_\(2020_TV_series\) "Amazing Stories (2020 TV series)")* with [Steven Spielberg](https://en.wikipedia.org/wiki/Steven_Spielberg "Steven Spielberg").[\[162\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-163) In June 2018, Apple signed the [Writers Guild of America](https://en.wikipedia.org/wiki/Writers_Guild_of_America "Writers Guild of America")'s minimum basic agreement and [Oprah Winfrey](https://en.wikipedia.org/wiki/Oprah_Winfrey "Oprah Winfrey") to a multi-year content partnership.[\[163\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-164) Additional partnerships for original series included [Sesame Workshop](https://en.wikipedia.org/wiki/Sesame_Workshop "Sesame Workshop") and [DHX Media](https://en.wikipedia.org/wiki/DHX_Media "DHX Media") and its subsidiary [Peanuts Worldwide](https://en.wikipedia.org/wiki/Peanuts_Worldwide "Peanuts Worldwide"), and a partnership with [A24](https://en.wikipedia.org/wiki/A24 "A24") to create original films.[\[164\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-165)
During the [Apple Special Event](https://en.wikipedia.org/wiki/List_of_Apple_Inc._media_events#Apple_Special_Event_\(September_12,_2017\) "List of Apple Inc. media events") in September 2017, the [AirPower](https://en.wikipedia.org/wiki/AirPower_\(Apple\) "AirPower (Apple)") wireless charger was announced alongside the [iPhone X](https://en.wikipedia.org/wiki/IPhone_X "IPhone X"), [iPhone 8](https://en.wikipedia.org/wiki/IPhone_8 "IPhone 8"), and [Watch Series 3](https://en.wikipedia.org/wiki/Apple_Watch#Third_generation_\(Series_3\) "Apple Watch"). 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.[\[165\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-166) 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.[\[166\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-167)
### 2020â2024: Transition from Intel CPUs, legal compliance and settlements
[](https://en.wikipedia.org/wiki/File:Macbook_Air_M1_Silver_PNG.png)
[MacBook Air M1](https://en.wikipedia.org/wiki/MacBook_Air_\(Apple_silicon\) "MacBook Air (Apple silicon)") (2020), Apple's first notebook computer following the switch from Intel x86 to [ARM](https://en.wikipedia.org/wiki/ARM_architecture_family "ARM architecture family") processors
During its annual [WWDC](https://en.wikipedia.org/wiki/WWDC "WWDC") keynote speech on June 22, 2020, Apple announced it would move away from Intel processors, and the [Mac would transition to processors developed in-house](https://en.wikipedia.org/wiki/Mac_transition_to_Apple_silicon "Mac transition to Apple silicon").[\[167\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-168) 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.[\[168\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-169) On November 10, 2020, the MacBook Air, MacBook Pro, and the Mac Mini became the first Macs powered by an Apple-designed processor, the [Apple M1](https://en.wikipedia.org/wiki/Apple_M1 "Apple M1").[\[169\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-170)
In April 2022, it was reported that [Samsung Electro-Mechanics](https://en.wikipedia.org/wiki/Samsung_Electro-Mechanics "Samsung Electro-Mechanics") would be collaborating with Apple on its M2 chip instead of [LG Innotek](https://en.wikipedia.org/wiki/LG_Innotek "LG Innotek").[\[170\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-171) Developer logs showed that at least nine Mac models with four different M2 chips were being tested.[\[171\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-172)
*[The Wall Street Journal](https://en.wikipedia.org/wiki/The_Wall_Street_Journal "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](https://en.wikipedia.org/wiki/COVID-19_pandemic "COVID-19 pandemic"), which led to increased profitability, with sales of M1-based Mac computers rising sharply in 2020 and 2021. It also inspired other companies like [Tesla](https://en.wikipedia.org/wiki/Tesla,_Inc. "Tesla, Inc."), [Amazon](https://en.wikipedia.org/wiki/Amazon_\(company\) "Amazon (company)"), and [Meta Platforms](https://en.wikipedia.org/wiki/Meta_Platforms "Meta Platforms") to pursue a similar path.[\[172\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-173)
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.[\[173\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-174)
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.[\[174\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-175) Further insider reports state that the device uses iris scanning for payment confirmation and signing into accounts.[\[175\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-176) In June 2023, Apple formally announced its first mixed reality headset, the [Apple Vision Pro](https://en.wikipedia.org/wiki/Apple_Vision_Pro "Apple Vision Pro"), which ran its new [visionOS](https://en.wikipedia.org/wiki/VisionOS "VisionOS") operating system.[\[176\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-177) The headset was released in February of the following year.[\[177\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-178)
On June 18, 2022, the Apple Store in [Towson, Maryland](https://en.wikipedia.org/wiki/Towson,_Maryland "Towson, Maryland"), became the first to unionize in the US, with the employees voting to join the [International Association of Machinists and Aerospace Workers](https://en.wikipedia.org/wiki/International_Association_of_Machinists_and_Aerospace_Workers "International Association of Machinists and Aerospace Workers").[\[178\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-179)
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](https://en.wikipedia.org/wiki/Zero-day_\(computing\) "Zero-day (computing)") malware.[\[179\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-180)
Apple launched a [buy now, pay later](https://en.wikipedia.org/wiki/Buy_now,_pay_later "Buy now, pay later") service called 'Apple Pay Later' for its [Apple Wallet](https://en.wikipedia.org/wiki/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.[\[180\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-181)[\[181\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-182)
In November 2023, Apple agreed to a \$25-million settlement in a [US Department of Justice](https://en.wikipedia.org/wiki/US_Department_of_Justice "US Department of Justice") case that alleged Apple was discriminating against US citizens in hiring. Apple created jobs that were not listed online and that required a paper submission application, while advertising these jobs to foreign workers as part of recruitment for [PERM](https://en.wikipedia.org/wiki/Permanent_Labor_Certification#Program_electronic_review_management "Permanent Labor Certification").[\[182\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-183)
In January 2024, Apple announced compliance with the European Union's competition law, with major changes to the App Store and other services, effective on 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.[\[183\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-184)
In June 2024, Apple introduced [Apple Intelligence](https://en.wikipedia.org/wiki/Apple_Intelligence "Apple Intelligence") to incorporate on-device [artificial intelligence](https://en.wikipedia.org/wiki/Artificial_intelligence "Artificial intelligence") (AI) capabilities.[\[184\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-185)
On November 1, 2024, Apple announced its acquisition of [Pixelmator](https://en.wikipedia.org/wiki/Pixelmator "Pixelmator"), a company known for its image editing applications for iPhone and Mac. Apple had previously showcased Pixelmator's apps during its product launches, including naming Pixelmator Pro its Mac App of the Year in 2018 for its innovative use of machine learning and AI. In the announcement, Pixelmator stated that there would be no significant changes to its existing apps following the acquisition.[\[185\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-186)
On December 31, 2024, a preliminary settlement was filed in the Oakland California federal court that accused Apple of unlawfully recording private conversations, through unintentional Siri activations, and of sharing them with third parties, including advertisers. Apple agreed to a \$95-million cash settlement to resolve this lawsuit in which its Siri assistant violated user privacy. While denying any wrongdoing, Apple settled the case, allowing affected users to potentially claim up to \$20 per device. Attorneys sought \$28.5 million in fees from the settlement fund.[\[186\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-187)
### 2025âpresent: Domestic investment, integrating AI capabilities into products and challenges
In 2025, Apple undertook its largest investment initiative to date, announcing a commitment to spend over \$500 billion in the United States over the following four years. This extensive strategy includes the opening of a new manufacturing facility in Houston to produce servers supporting Apple Intelligence, expansion of [research and development](https://en.wikipedia.org/wiki/Research_and_development "Research and development") in fields like silicon engineering and AI, and the establishment of a new advanced manufacturing academy in Detroit. The company also pledged to double its US Advanced Manufacturing Fund and increase collaboration with American suppliers, aiming to create tens of thousands of jobs related to R\&D, AI, and manufacturing technologies.[\[187\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-188)
The software landscape at Apple underwent a transformation in 2025. At its Worldwide Developers Conference (WWDC), Apple introduced the new "[Liquid Glass](https://en.wikipedia.org/wiki/Liquid_Glass "Liquid Glass")" design language, rolled out unified system design updates across [iOS 26](https://en.wikipedia.org/wiki/IOS_26 "IOS 26"), [iPadOS 26](https://en.wikipedia.org/wiki/IPadOS_26 "IPadOS 26"), [macOS Tahoe](https://en.wikipedia.org/wiki/MacOS_Tahoe "MacOS Tahoe"), and other platforms, and significantly expanded the capabilities of Apple Intelligence. According to Apple, these updates were intended to address previous criticisms of fragmented interfaces and to use onâdevice and cloudâbased AI to improve privacy and user experience.[\[188\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-189)[\[189\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-190)
Despite continued growth in its services sector, including a new all-time high for services revenue in the March quarter and the launch of updated models such as the [iPhone 16e](https://en.wikipedia.org/wiki/IPhone_16e "IPhone 16e") and M4 MacBook Air,[\[190\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-191)[\[191\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-192) Apple faced significant challenges. The company contended with a 19% decline in stock value year-to-date, ongoing antitrust investigations by the US Department of Justice, and legal disputes involving the App Store. [Competition in the AI space](https://en.wikipedia.org/wiki/Competition_in_artificial_intelligence "Competition in artificial intelligence") escalated, with rivals gaining ground. High-profile departures[\[192\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-193) and political tensions, including calls for Apple to manufacture iPhones domestically or face tariffs, added to the pressure, have been cited by analysts as contributing to a difficult year for CEO [Tim Cook](https://en.wikipedia.org/wiki/Tim_Cook "Tim Cook").[\[193\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-194)
In December 2025, Cook met with US House members to push back against the App Store Accountability Act which could require that Apple authenticates users' ages and possibly collect sensitive data on children.[\[194\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-195)
On January 12, 2026, Apple announced a partnership with [Google Gemini](https://en.wikipedia.org/wiki/Google_Gemini "Google Gemini") for AI-powered Siri.[\[195\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-196)
In January 2026, Apple acquired Q.ai, an Israeli artificial intelligence startup specializing in imaging and machine learning technologies for audio processing. The financial terms were not disclosed, though media reports estimated the acquisition at nearly US\$2 billion; this is Apple's second-largest purchase to date. Following the deal, Q.ai's founders and approximately 100 employees joined Apple.[\[196\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-197)[\[197\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-198)[\[198\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-199)
In February 2026, US lawmakers requested that the United Kingdom government provide a briefing on its now-rescinded order for Apple to build a backdoor into its encrypted devices, expressing concerns about privacy and security implications of such access.[\[199\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-200)
## Products
See also: [List of Apple products](https://en.wikipedia.org/wiki/List_of_Apple_products "List of Apple products")
Since the company's founding and into the early 2000s, Apple primarily sold computers, which are marketed as [Macintosh](https://en.wikipedia.org/wiki/Mac_\(computer\) "Mac (computer)") since the mid-1980s. Since then, the company has expanded its product categories to include various portable devices, starting with the now discontinued [iPod](https://en.wikipedia.org/wiki/IPod "IPod") (2001), and later the [iPhone](https://en.wikipedia.org/wiki/IPhone "IPhone") (2007) and [iPad](https://en.wikipedia.org/wiki/IPad "IPad") (2010). Apple also sells several other products that it categorizes as "Wearables, Home and Accessories", such as the [Apple Watch](https://en.wikipedia.org/wiki/Apple_Watch "Apple Watch"), [Apple TV](https://en.wikipedia.org/wiki/Apple_TV_\(device\) "Apple TV (device)"), [AirPods](https://en.wikipedia.org/wiki/AirPods "AirPods"), [HomePod](https://en.wikipedia.org/wiki/HomePod "HomePod"), and [Apple Vision Pro](https://en.wikipedia.org/wiki/Apple_Vision_Pro "Apple Vision Pro"). As of 2023[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit), there were over 2 billion Apple devices in active use worldwide.[\[200\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-TheVerge20230202-201)
Commentators have described Apple devices as forming [a cohesive ecosystem](https://en.wikipedia.org/wiki/Apple_ecosystem "Apple ecosystem") when used together,[\[201\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-202) but have criticized them for reduced functionality or fewer features available when used with competing devices, and for reliance on Apple's proprietary features, software, and servicesâan approach often described as a "[walled garden](https://en.wikipedia.org/wiki/Walled_garden_\(technology\) "Walled garden (technology)")".[\[202\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-203) [Cory Doctorow](https://en.wikipedia.org/wiki/Cory_Doctorow "Cory Doctorow"), a Canadian [intellectual property](https://en.wikipedia.org/wiki/Intellectual_property "Intellectual property") researcher and activist, characterized Apple's strategy of promoting interoperability with its own products while simultaneously reducing functionality for competitors as an [anti-competitive practice](https://en.wikipedia.org/wiki/Anti-competitive_practice "Anti-competitive practice").[\[203\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-204)
### Mac
Main article: [Mac (computer)](https://en.wikipedia.org/wiki/Mac_\(computer\) "Mac (computer)")
[](https://en.wikipedia.org/wiki/File:M2_Macbook_Air_Midnight_model_-_1.jpg)
MacBook Air with M2 chip
[](https://en.wikipedia.org/wiki/File:M1_iMac_blue_model_\(cropped\).jpg)
iMac with M1 chip
Mac, which is short for Macintosh, its official name until 1999, is Apple's line of personal computers that use the company's proprietary [macOS](https://en.wikipedia.org/wiki/MacOS "MacOS") operating system. Personal computers were Apple's original business line, but as of the end of 2024[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit) they account for only about eight percent of the company's revenue.[\[204\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-10-K-Report-2024-205)
There are six Mac computer families in production:
- [iMac](https://en.wikipedia.org/wiki/IMac "IMac"): Consumer all-in-one desktop computer, introduced in 1998.
- [Mac Mini](https://en.wikipedia.org/wiki/Mac_Mini "Mac Mini"): Consumer sub-desktop computer, introduced in 2005.
- [MacBook Pro](https://en.wikipedia.org/wiki/MacBook_Pro "MacBook Pro"): Professional notebook, introduced in 2006.
- [MacBook Air](https://en.wikipedia.org/wiki/MacBook_Air "MacBook Air"): Consumer ultra-thin notebook, introduced in 2008.
- [Mac Studio](https://en.wikipedia.org/wiki/Mac_Studio "Mac Studio"): Professional small form-factor workstation, introduced in 2022.
- [MacBook Neo](https://en.wikipedia.org/wiki/MacBook_Neo "MacBook Neo"): Low-cost ultra-thin notebook, introduced in 2026.
Macs use [Apple silicon](https://en.wikipedia.org/wiki/Apple_silicon "Apple silicon") chips, run the macOS operating system, and include Apple software like the [Safari](https://en.wikipedia.org/wiki/Safari_\(web_browser\) "Safari (web browser)") web browser, [iMovie](https://en.wikipedia.org/wiki/IMovie "IMovie") for home movie editing, [GarageBand](https://en.wikipedia.org/wiki/GarageBand "GarageBand") for music creation, and the [iWork](https://en.wikipedia.org/wiki/IWork "IWork") productivity suite. Apple also sells [pro apps](https://en.wikipedia.org/wiki/Pro_apps_\(Apple\) "Pro apps (Apple)"): [Final Cut Pro](https://en.wikipedia.org/wiki/Final_Cut_Pro "Final Cut Pro") for video production, [Logic Pro](https://en.wikipedia.org/wiki/Logic_Pro "Logic Pro") for musicians and producers, and [Xcode](https://en.wikipedia.org/wiki/Xcode "Xcode") for software developers. Apple also sells a variety of accessories for Macs, including the [Studio Display](https://en.wikipedia.org/wiki/Studio_Display "Studio Display") and [Studio Display XDR](https://en.wikipedia.org/wiki/Studio_Display_XDR "Studio Display XDR"), [Magic Mouse](https://en.wikipedia.org/wiki/Magic_Mouse "Magic Mouse"), [Magic Trackpad](https://en.wikipedia.org/wiki/Magic_Trackpad "Magic Trackpad"), and [Magic Keyboard](https://en.wikipedia.org/wiki/Magic_Keyboard_\(Mac\) "Magic Keyboard (Mac)"). The latest and current series of Mac include either the [M5](https://en.wikipedia.org/wiki/Apple_M5 "Apple M5") Apple Silicon chip, expected to be released with a new Mac Studio model in mid-2026 and already available in the MacBook Pro and the [A18 Pro](https://en.wikipedia.org/wiki/Apple_A18 "Apple A18")\-powered MacBook Neo, the company's first ostensibly 'entry level' MacBook product.[\[205\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-206)[\[206\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-207)
### iPhone
Main article: [iPhone](https://en.wikipedia.org/wiki/IPhone "IPhone")
[](https://en.wikipedia.org/wiki/File:IPhone_16_Ultramarine_Rear.png)
Back view of an [iPhone 16](https://en.wikipedia.org/wiki/IPhone_16 "IPhone 16") in ultramarine
The iPhone is Apple's line of [smartphones](https://en.wikipedia.org/wiki/Smartphone "Smartphone"), which run the company's [iOS](https://en.wikipedia.org/wiki/IOS "IOS") operating system. The [first iPhone](https://en.wikipedia.org/wiki/IPhone_\(1st_generation\) "IPhone (1st generation)") was unveiled by Steve Jobs on January 9, 2007. Since then, new [iPhone models](https://en.wikipedia.org/wiki/List_of_iPhone_models "List of iPhone models") have been released every year. When it was introduced, its [multi-touch](https://en.wikipedia.org/wiki/Multi-touch "Multi-touch") screen was described as "revolutionary" and a "game-changer" for the mobile phone industry. The device has been credited with creating the [app economy](https://en.wikipedia.org/wiki/Mobile_app_development "Mobile app development").
iOS is one of the two major smartphone [platforms](https://en.wikipedia.org/wiki/Computing_platform "Computing platform") in the world, alongside [Android](https://en.wikipedia.org/wiki/Android_\(operating_system\) "Android (operating system)"). The iPhone has generated large profits for the company, and is credited with helping to make Apple one of the world's most valuable publicly traded companies.[\[207\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-208) As of the end of 2024[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit), the iPhone accounts for nearly half of the company's revenue.[\[204\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-10-K-Report-2024-205)
### iPad
Main article: [iPad](https://en.wikipedia.org/wiki/IPad "IPad")
[](https://en.wikipedia.org/wiki/File:IPad_Pro_2020_with_Magic_Keyboard_-_3.jpg)
The [2020 iPad Pro](https://en.wikipedia.org/wiki/IPad_Pro_\(4th_generation\) "IPad Pro (4th generation)") on display
The iPad is Apple's line of [tablets](https://en.wikipedia.org/wiki/Tablet_computer "Tablet computer"), which run the company's [iPadOS](https://en.wikipedia.org/wiki/IPadOS "IPadOS") operating system. The [first-generation iPad](https://en.wikipedia.org/wiki/IPad_\(1st_generation\) "IPad (1st generation)") was announced on January 27, 2010. The iPad is mainly marketed for consuming multimedia, creating art, working on documents, videoconferencing, and playing games. The iPad lineup consists of several base iPad models, and the smaller [iPad Mini](https://en.wikipedia.org/wiki/IPad_Mini "IPad Mini"), upgraded [iPad Air](https://en.wikipedia.org/wiki/IPad_Air "IPad Air"), and high-end [iPad Pro](https://en.wikipedia.org/wiki/IPad_Pro "IPad Pro"). Apple has consistently improved the iPad's performance, with the iPad Pro adopting the same [M-series](https://en.wikipedia.org/wiki/Apple_silicon#M-series_SoCs "Apple silicon") chips as the Mac, though the iPad continues to receive criticism for its limited OS.[\[208\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-209)[\[209\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-210)
As of September 2020,[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit) Apple has sold more than 500 million iPads, though sales peaked in 2013.[\[210\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-500m_ipads-211) The iPad remains the [most popular tablet computer by sales](https://en.wikipedia.org/wiki/Tablet_computer#By_manufacturer "Tablet computer") as of the second quarter of 2020[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit),[\[211\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-212) and accounted for seven percent of the company's revenue as of the end of 2024[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit).[\[204\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-10-K-Report-2024-205) Apple sells several [iPad accessories](https://en.wikipedia.org/wiki/IPad_accessories "IPad accessories"), including the [Apple Pencil](https://en.wikipedia.org/wiki/Apple_Pencil "Apple Pencil"), [Smart Keyboard](https://en.wikipedia.org/wiki/Smart_Keyboard "Smart Keyboard"), [Smart Keyboard Folio](https://en.wikipedia.org/wiki/Smart_Keyboard_Folio "Smart Keyboard Folio"), [Magic Keyboard](https://en.wikipedia.org/wiki/Magic_Keyboard_for_iPad "Magic Keyboard for iPad"), and several adapters.
### Other products
[](https://en.wikipedia.org/wiki/File:Apple_AirPods_Max_6.jpg)
[AirPods Max](https://en.wikipedia.org/wiki/AirPods_Max "AirPods Max")
[](https://en.wikipedia.org/wiki/File:Apple_Watch_Ultra_-_2.jpg)
[Apple Watch Ultra](https://en.wikipedia.org/wiki/Apple_Watch_Ultra "Apple Watch Ultra")
Apple makes several other products that it categorizes as "Wearables, Home and Accessories".[\[212\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-213) These products include the [AirPods](https://en.wikipedia.org/wiki/Apple_headphones "Apple headphones") line of wireless headphones, [Apple TV](https://en.wikipedia.org/wiki/Apple_TV_\(device\) "Apple TV (device)") digital media players, [Apple Watch](https://en.wikipedia.org/wiki/Apple_Watch "Apple Watch") smartwatches, [Beats](https://en.wikipedia.org/wiki/Beats_Electronics "Beats Electronics") headphones, [HomePod](https://en.wikipedia.org/wiki/HomePod "HomePod") smart speakers, and the [Vision Pro](https://en.wikipedia.org/wiki/Vision_Pro "Vision Pro") mixed reality headset. As of the end of 2024[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit), this broad line of products comprises about ten percent of the company's revenues.[\[204\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-10-K-Report-2024-205)
### Services
Apple offers a broad line of services, including advertising in the [App Store](https://en.wikipedia.org/wiki/App_Store_\(Apple\) "App Store (Apple)") and Apple News app, the [AppleCare+](https://en.wikipedia.org/wiki/AppleCare%2B "AppleCare+") extended warranty plan, the [iCloud+](https://en.wikipedia.org/wiki/ICloud%2B "ICloud+") cloud-based data storage service, payment services through the [Apple Card](https://en.wikipedia.org/wiki/Apple_Card "Apple Card") credit card and the [Apple Pay](https://en.wikipedia.org/wiki/Apple_Pay "Apple Pay") processing platform, digital content services including [Apple Books](https://en.wikipedia.org/wiki/Apple_Books "Apple Books"), [Apple Fitness+](https://en.wikipedia.org/wiki/Apple_Fitness%2B "Apple Fitness+"), [Apple Music](https://en.wikipedia.org/wiki/Apple_Music "Apple Music"), [Apple News+](https://en.wikipedia.org/wiki/Apple_News%2B "Apple News+"), [Apple TV](https://en.wikipedia.org/wiki/Apple_TV_\(streaming_service\) "Apple TV (streaming service)") (formerly TV+), and the [iTunes Store](https://en.wikipedia.org/wiki/ITunes_Store "ITunes Store"). Apple also provides [Apple One](https://en.wikipedia.org/wiki/Apple_One "Apple One"), which is a bundle of these services. In 2019, Apple announced it would be making a concerted effort to expand its service revenues.[\[213\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-AppleVideoRevenue2-214) As of the end of 2024[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit), services comprise about 26% of the company's revenue.[\[204\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-10-K-Report-2024-205)
## Marketing
Main article: [Marketing of Apple Inc.](https://en.wikipedia.org/wiki/Marketing_of_Apple_Inc. "Marketing of Apple Inc.")
### Branding
[](https://en.wikipedia.org/wiki/File:Apple_Computer_Logo_rainbow.svg)
The original official logo of Apple was used from 1977 to 1999.[\[214\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-215)
According to Steve Jobs, the company's name was inspired by his visit to an apple farm while on a [fruitarian](https://en.wikipedia.org/wiki/Fruitarian "Fruitarian") diet.[\[215\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-216) Apple's first logo, designed by [Ron Wayne](https://en.wikipedia.org/wiki/Ron_Wayne "Ron Wayne"), depicts [Sir Isaac Newton](https://en.wikipedia.org/wiki/Sir_Isaac_Newton "Sir Isaac Newton") sitting under an apple tree. It was almost immediately replaced by [Rob Janoff](https://en.wikipedia.org/wiki/Rob_Janoff "Rob Janoff")'s "rainbow Apple", the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it.[\[216\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-217) This logo has been erroneously referred to as a tribute to [Alan Turing](https://en.wikipedia.org/wiki/Alan_Turing "Alan Turing"), with the bite mark a reference to [his method of suicide](https://en.wikipedia.org/wiki/Alan_Turing#Death "Alan Turing").[\[217\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-218)
On August 27, 1999,[\[218\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-web.archive.org-219) Apple officially dropped the rainbow scheme and began to use single-color logos nearly identical in shape to the previous rainbow incarnation. An [Aqua](https://en.wikipedia.org/wiki/Aqua_\(user_interface\) "Aqua (user interface)")\-themed version of the logo was used from 1997 until 2003, and a glass-themed version was used from 2007 until 2013.[\[219\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-220)
[Apple evangelists](https://en.wikipedia.org/wiki/Apple_evangelist "Apple evangelist") were actively engaged by the company at one time, but this was after the phenomenon had already been firmly established. Apple [evangelist](https://en.wikipedia.org/wiki/Evangelism_marketing "Evangelism marketing") [Guy Kawasaki](https://en.wikipedia.org/wiki/Guy_Kawasaki "Guy Kawasaki") has called the brand fanaticism "something that was stumbled upon",[\[220\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-221) while Jonathan Ive claimed in 2014 that "people have an incredibly personal relationship" with Apple's products.[\[86\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Time-87)
*[Fortune](https://en.wikipedia.org/wiki/Fortune_\(magazine\) "Fortune (magazine)")* magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012.[\[221\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-222) On September 30, 2013, Apple surpassed [Coca-Cola](https://en.wikipedia.org/wiki/Coca-Cola "Coca-Cola") to become the world's most valuable brand in the [Omnicom Group](https://en.wikipedia.org/wiki/Omnicom_Group "Omnicom Group")'s "Best Global Brands" report.[\[222\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-223) [Boston Consulting Group](https://en.wikipedia.org/wiki/Boston_Consulting_Group "Boston Consulting Group") has ranked Apple as the world's most innovative brand every year as of 2005[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit).[\[223\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-224) As of January 2021,[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit) 1.65 billion Apple products were in active use.[\[224\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-225)[\[225\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-226) In February 2023, that number exceeded 2 billion devices.[\[226\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-227)[\[200\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-TheVerge20230202-201) In 2023, the [World Intellectual Property Organization](https://en.wikipedia.org/wiki/World_Intellectual_Property_Organization "World Intellectual Property Organization")'s Madrid Yearly Review ranked Apple's number of [trademark](https://en.wikipedia.org/wiki/Trademark "Trademark") applications, filled under the [Madrid System](https://en.wikipedia.org/wiki/Madrid_Protocol "Madrid Protocol"), as 10th in the world, with 74 trademark applications submitted during 2023.[\[227\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-228)
### Advertising
Main article: [Apple Inc. advertising](https://en.wikipedia.org/wiki/Apple_Inc._advertising "Apple Inc. advertising")
Apple's first slogan, "[Byte](https://en.wikipedia.org/wiki/Byte "Byte") into an Apple", was coined in the late 1970s.[\[228\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-229) From 1997 to 2002, the slogan "[Think different](https://en.wikipedia.org/wiki/Think_different "Think different")" was used in advertising campaigns, and is still closely associated with Apple.[\[229\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-230) Apple also has slogans for specific product linesâfor example, "iThink, therefore iMac" was used in 1998 to promote the [iMac](https://en.wikipedia.org/wiki/IMac "IMac"),[\[230\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-231) and "Say hello to iPhone" has been used in iPhone advertisements.[\[231\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-232) "Hello" was also used to introduce the original Macintosh, [Newton](https://en.wikipedia.org/wiki/Apple_Newton "Apple Newton"), iMac ("hello (again)"), and iPod.[\[232\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-233)
From the introduction of the Macintosh in 1984, with the [1984 Super Bowl advertisement](https://en.wikipedia.org/wiki/1984_\(television_commercial\) "1984 (television commercial)") to the more modern [Get a Mac](https://en.wikipedia.org/wiki/Get_a_Mac "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](https://en.wikipedia.org/wiki/Apple_Inc._advertising#Criticism "Apple Inc. advertising"),[\[233\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-234) particularly the 2005 Power Mac ads.[\[234\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-235) Apple's product advertisements gained significant attention as a result of their graphics and song choice.[\[235\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Daily_News-236) Musicians who benefited from an improved profile as a result of their songs being included on Apple advertisements include Canadian singer [Feist](https://en.wikipedia.org/wiki/Feist_\(singer\) "Feist (singer)") with the song "[1234](https://en.wikipedia.org/wiki/1234_\(Feist_song\) "1234 (Feist song)")" and [Yael NaĂŻm](https://en.wikipedia.org/wiki/Yael_Na%C3%AFm "Yael NaĂŻm") with the song "[New Soul](https://en.wikipedia.org/wiki/New_Soul "New Soul")".[\[235\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Daily_News-236)
### Stores
Main article: [Apple Store](https://en.wikipedia.org/wiki/Apple_Store "Apple Store")
[](https://en.wikipedia.org/wiki/File:Apple_store_fifth_avenue.jpg)
[Apple Fifth Avenue](https://en.wikipedia.org/wiki/Apple_Fifth_Avenue "Apple Fifth Avenue") is the flagship store in New York City.
[](https://en.wikipedia.org/wiki/File:Apple_Genius_Bar_Regentstreet_London.jpg)
Customers visit the [Genius Bar](https://en.wikipedia.org/wiki/Genius_Bar "Genius Bar") at Apple's [Regent Street](https://en.wikipedia.org/wiki/Regent_Street "Regent Street") store in 2006.
The first Apple Stores were originally opened as two locations in May 2001 by then-[CEO](https://en.wikipedia.org/wiki/CEO "CEO") Steve Jobs,[\[93\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-First_stores-94) after years of attempting but failing [store-within-a-store](https://en.wikipedia.org/wiki/Store-within-a-store "Store-within-a-store") concepts.[\[94\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-MacRumors_stores-95) 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](https://en.wikipedia.org/wiki/Ron_Johnson_\(businessman\) "Ron Johnson (businessman)") in 2000.[\[94\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-MacRumors_stores-95) Jobs relaunched Apple's online store in 1997,[\[236\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-237) and opened the first two physical stores in 2001.[\[93\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-First_stores-94) The media initially speculated that Apple would fail,[\[95\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-fortune-best-retailer-96) but they exceeded 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.[\[95\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-fortune-best-retailer-96)
Over the years, Apple has expanded the number of retail locations and its geographical coverage, with 499 stores across 22 countries worldwide as of December 2017[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit).[\[2\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-storelist-3) Strong product sales have placed Apple among the top-tier retail stores, with sales over \$16 billion globally in 2011.[\[237\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-retail_army-238) 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.[\[238\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-239)
Many Apple Stores are located inside shopping malls, but Apple has built several stand-alone "flagship" stores in high-profile locations.[\[94\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-MacRumors_stores-95) It has been granted design [patents](https://en.wikipedia.org/wiki/Patent "Patent") and received architectural awards for its stores' designs and construction, specifically for its use of glass staircases and cubes.[\[239\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-240) The success of Apple Stores have had significant influence over other consumer electronics retailers, which have lost traffic, control and profits due to a perceived higher quality of service and products at Apple Stores.[\[240\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-241) Due to the popularity of the brand, Apple receives a large number of job applications, many of which come from young workers.[\[237\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-retail_army-238) Although Apple Store employees receive above-average pay, are offered money toward education and health care, and receive product discounts,[\[237\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-retail_army-238) there are limited or no paths of career advancement.[\[237\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-retail_army-238)
### Market power
On March 16, 2020, France fined Apple âŹ1.1 billion for colluding with two wholesalers to stifle competition and keep prices high by impeding 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.[\[241\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-242)
On August 13, 2020, [Epic Games](https://en.wikipedia.org/wiki/Epic_Games "Epic Games"), the maker of the popular game *[Fortnite](https://en.wikipedia.org/wiki/Fortnite "Fortnite")*, [sued Apple](https://en.wikipedia.org/wiki/Epic_Games_v._Apple "Epic Games v. Apple") and [Google](https://en.wikipedia.org/wiki/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.[\[242\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-243) In September 2020, Epic Games founded the [Coalition for App Fairness](https://en.wikipedia.org/wiki/Coalition_for_App_Fairness "Coalition for App Fairness") together with thirteen other companies, which aims for better conditions for the inclusion of apps in the app stores.[\[243\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-244) Later, in December 2020, [Facebook](https://en.wikipedia.org/wiki/Meta_Platforms "Meta Platforms") agreed to assist Epic in its 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.[\[244\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-245) 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.[\[245\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-246)
### Privacy
[](https://en.wikipedia.org/wiki/File:Prism-slide-8.jpg)
[PRISM](https://en.wikipedia.org/wiki/PRISM_\(surveillance_program\) "PRISM (surveillance program)") is a [clandestine](https://en.wikipedia.org/wiki/Clandestine_operation "Clandestine operation") [surveillance](https://en.wikipedia.org/wiki/Global_surveillance "Global surveillance") program under which the [NSA](https://en.wikipedia.org/wiki/NSA "NSA") collects user data from companies such as Facebook and Apple.[\[246\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-247)
Apple has publicly taken a pro-privacy stance, actively making privacy-conscious features and settings part of its conferences, promotional campaigns, and public image.[\[247\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-248) With its [iOS 8](https://en.wikipedia.org/wiki/IOS_8 "IOS 8") mobile operating system in 2014, the company started encrypting all contents of [iOS](https://en.wikipedia.org/wiki/IOS "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.[\[248\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-249) With the popularity rise of cloud storage solutions, Apple began a technique in 2016 to do [deep learning](https://en.wikipedia.org/wiki/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 [iCloud](https://en.wikipedia.org/wiki/ICloud "ICloud") storage system.[\[249\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-250) It also introduced "differential privacy", a way to collect crowdsourced data from many users, while keeping individual users anonymous, in a system that *[Wired](https://en.wikipedia.org/wiki/Wired_\(website\) "Wired (website)")* described as "trying to learn as much as possible about a group while learning as little as possible about any individual in it".[\[250\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-251) Users are explicitly asked if they want to participate, and can actively opt-in or opt-out.[\[251\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-252)
However, Apple has aided law enforcement in criminal investigations by providing iCloud backups of users' devices,[\[252\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-253) and the company's commitment to privacy has been questioned by its efforts to promote [biometric authentication](https://en.wikipedia.org/wiki/Biometric_authentication "Biometric authentication") technology in its [iPhone models](https://en.wikipedia.org/wiki/List_of_iPhone_models "List of iPhone models") starting with the [iPhone 5s](https://en.wikipedia.org/wiki/IPhone_5s "IPhone 5s"),[\[253\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-254) which do not have the same level of [constitutional](https://en.wikipedia.org/wiki/Constitution_of_the_United_States "Constitution of the United States") privacy as a passcode in the United States.[\[254\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-255)
With Apple's release of an update to [iOS 14](https://en.wikipedia.org/wiki/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](https://en.wikipedia.org/wiki/Facebook "Facebook"), whose primary business model revolves around the tracking of users' data and sharing such data with advertisers so users can see more relevant ads, a technique commonly known as [targeted advertising](https://en.wikipedia.org/wiki/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 [Verizon](https://en.wikipedia.org/wiki/Verizon "Verizon") subsidiary Flurry Analytics reported only 4% of iOS users in the United States and 12% worldwide have opted into tracking.[\[255\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-256)
Prior to the release of [iOS 15](https://en.wikipedia.org/wiki/IOS_15 "IOS 15"), Apple announced new efforts at combating [child sexual abuse material](https://en.wikipedia.org/wiki/Child_sexual_abuse_material "Child sexual abuse material") on iOS and Mac platforms. Parents of minor [iMessage](https://en.wikipedia.org/wiki/IMessage "IMessage") users can now be alerted if their child sends or receives nude photographs. Additionally, on-device [hashing](https://en.wikipedia.org/wiki/Hash_function "Hash function") would take place on media destined for upload to iCloud, and hashes would be compared to a list of known abusive images provided by law enforcement; if enough matches were found, Apple would be alerted and authorities informed. The new features received praise from law enforcement and victims rights advocates. However, privacy advocates, including the [Electronic Frontier Foundation](https://en.wikipedia.org/wiki/Electronic_Frontier_Foundation "Electronic Frontier Foundation"), condemned the new features as invasive and highly prone to abuse by authoritarian governments.[\[256\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-257)
Ireland's [Data Protection Commission](https://en.wikipedia.org/wiki/Data_Protection_Commission "Data Protection Commission") launched a privacy investigation to examine whether Apple complied with the EU's [GDPR](https://en.wikipedia.org/wiki/GDPR "GDPR") law following an investigation into how the company processes personal data with targeted ads on its platform.[\[257\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-258)
In December 2019, security researcher [Brian Krebs](https://en.wikipedia.org/wiki/Brian_Krebs "Brian Krebs") discovered that the [iPhone 11 Pro](https://en.wikipedia.org/wiki/IPhone_11_Pro "IPhone 11 Pro") would still show the arrow indicatorâsignifying location services are being usedâat the top of the screen while the main location services toggle is enabled, despite all individual location services being disabled. Krebs was unable to replicate this behavior on older models and when asking Apple for comment, he was told by Apple that "It is expected behavior that the Location Services icon appears in the status bar when Location Services is enabled. The icon appears for system services that do not have a switch in Settings."[\[258\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-259) Apple later further clarified that this behavior was to ensure compliance with [ultra-wideband](https://en.wikipedia.org/wiki/Ultra-wideband "Ultra-wideband") regulations in specific countries, a technology Apple started implementing in iPhones starting with iPhone 11 Pro, and emphasized that "the management of ultra wideband compliance and its use of location data is done entirely on the device and Apple is not collecting user location data." Will Strafach, an executive at security firm [Guardian Firewall](https://en.wikipedia.org/wiki/Guardian_Firewall "Guardian Firewall"), confirmed the lack of evidence that location data was sent off to a remote server. Apple promised to add a new toggle for this feature and in later iOS revisions Apple provided users with the option to tap on the location services indicator in Control Center to see which specific service is using the device's location.[\[259\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-260)[\[260\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-261)
According to published reports by [Bloomberg News](https://en.wikipedia.org/wiki/Bloomberg_News "Bloomberg News") on March 30, 2022, Apple turned over data such as phone numbers, physical addresses, and [IP addresses](https://en.wikipedia.org/wiki/IP_addresses "IP addresses") to hackers posing as law enforcement officials using forged documents. The law enforcement requests sometimes included [forged signatures](https://en.wikipedia.org/wiki/Forged_signatures "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."[\[261\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-262)
## Corporate affairs
See also: [List of mergers and acquisitions by Apple](https://en.wikipedia.org/wiki/List_of_mergers_and_acquisitions_by_Apple "List of mergers and acquisitions by Apple"), [Braeburn Capital](https://en.wikipedia.org/wiki/Braeburn_Capital "Braeburn Capital"), [FileMaker](https://en.wikipedia.org/wiki/FileMaker "FileMaker"), and [Criticism of Apple Inc.](https://en.wikipedia.org/wiki/Criticism_of_Apple_Inc. "Criticism of Apple Inc.")
### Business trends
The key trends for Apple are, as of each financial year ending September 24:[\[262\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-investor-relations-263)[\[263\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-sec-fillings-264)
| [Fiscal year](https://en.wikipedia.org/wiki/Fiscal_year "Fiscal year") | Revenue figures | Non-revenue figures | Ref. | | | | | | |
|---|---|---|---|---|---|---|---|---|---|
| Total revenue (US\$ b) | iPhone revenue (US\$ b) | Mac revenue (US\$ b) | iPad revenue (US\$ b) | Wearables, home, and accessories revenue (US\$ b) | Services revenue (US\$ b) | Net profit (US\$ b) | Number of employees (k, [FTE](https://en.wikipedia.org/wiki/Full-time_equivalent "Full-time equivalent")) | | |
| 2011 | 108 | 45\.9 | 21\.7 | 19\.1 | 11\.9 | 9\.3 | 25\.9 | 60\.4 | [\[264\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-265) |
| 2012 | 156 | 78\.6 | 23\.2 | 30\.9 | 10\.7 | 12\.8 | 41\.7 | 72\.8 | [\[265\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-266) |
| 2013 | 170 | 91\.2 | 21\.4 | 31\.9 | 10\.1 | 16\.0 | 37\.0 | 80\.3 | [\[266\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-267) |
| 2014 | 182 | 101 | 24\.0 | 30\.2 | 8\.3 | 18\.0 | 39\.5 | 92\.6 | [\[267\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-268) |
| 2015 | 233 | 155 | 25\.4 | 23\.2 | 10\.0 | 19\.9 | 53\.3 | 110 | [\[268\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-269) |
| 2016 | 215 | 136 | 22\.8 | 20\.6 | 11\.1 | 24\.3 | 45\.6 | 116 | [\[269\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-270) |
| 2017 | 229 | 139 | 25\.5 | 18\.8 | 12\.8 | 32\.7 | 48\.3 | 123 | [\[270\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-271) |
| 2018 | 265 | 164 | 25\.1 | 18\.3 | 17\.3 | 39\.7 | 59\.3 | 132 | [\[271\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-272) |
| 2019 | 260 | 142 | 25\.7 | 21\.2 | 24\.4 | 46\.2 | 55\.2 | 137 | [\[272\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-273) |
| 2020 | 274 | 137 | 28\.6 | 23\.7 | 30\.6 | 53\.7 | 57\.4 | 147 | [\[273\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-274) |
| 2021 | 365 | 191 | 35\.1 | 31\.8 | 38\.3 | 68\.4 | 94\.6 | 154 | [\[274\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-275) |
| 2022 | 394 | 205 | 40\.1 | 29\.2 | 41\.2 | 78\.1 | 99\.8 | 164 | [\[275\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-276) |
| 2023 | 383 | 200 | 29\.3 | 28\.3 | 39\.8 | 85\.2 | 96\.9 | 161 | [\[276\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-277) |
| 2024 | 391 | 201 | 29\.9 | 26\.6 | 37\.0 | 96\.1 | 93\.7 | 164 | [\[277\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-278) |
| 2025 | 416 | 209 | 33\.7 | 28\.0 | 35\.6 | 109 | 112 | 166 | [\[278\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-279) |
### Leadership
#### Senior management
As of March 9, 2026[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit), the management of Apple includes:[\[279\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-aaplLeadership-280)
- [Tim Cook](https://en.wikipedia.org/wiki/Tim_Cook "Tim Cook") ([chief executive officer](https://en.wikipedia.org/wiki/Chief_executive_officer "Chief executive officer"))
- [Sabih Khan](https://en.wikipedia.org/wiki/Sabih_Khan "Sabih Khan") ([chief operating officer](https://en.wikipedia.org/wiki/Chief_operating_officer "Chief operating officer"))
- [Kevan Parekh](https://en.wikipedia.org/wiki/Kevan_Parekh "Kevan Parekh") (senior vice president and [chief financial officer](https://en.wikipedia.org/wiki/Chief_financial_officer "Chief financial officer"))
- Katherine L. Adams (senior vice president - Government Affairs)
- [Eddy Cue](https://en.wikipedia.org/wiki/Eddy_Cue "Eddy Cue") (senior vice president â Services and Health)
- [Craig Federighi](https://en.wikipedia.org/wiki/Craig_Federighi "Craig Federighi") (senior vice president â Software Engineering)
- [Greg Joswiak](https://en.wikipedia.org/wiki/Greg_Joswiak "Greg Joswiak") (senior vice president â Worldwide Marketing)
- [Jennifer Newstead](https://en.wikipedia.org/wiki/Jennifer_Gillian_Newstead "Jennifer Gillian Newstead") (senior vice president and General Counsel)
- [Deirdre O'Brien](https://en.wikipedia.org/wiki/Deirdre_O%27Brien "Deirdre O'Brien") (senior vice president â [Retail](https://en.wikipedia.org/wiki/Apple_Store "Apple Store") + People)
- [Johny Srouji](https://en.wikipedia.org/wiki/Johny_Srouji "Johny Srouji") (senior vice president â Hardware Technologies)
- [John Ternus](https://en.wikipedia.org/wiki/John_Ternus "John Ternus") (senior vice president â Hardware Engineering)
#### Board of directors
As of January 3, 2025[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit), the [board of directors](https://en.wikipedia.org/wiki/Board_of_directors "Board of directors") of Apple includes:[\[279\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-aaplLeadership-280)
- [Arthur D. Levinson](https://en.wikipedia.org/wiki/Arthur_D._Levinson "Arthur D. Levinson") (chairman)
- [Tim Cook](https://en.wikipedia.org/wiki/Tim_Cook "Tim Cook") (executive director and CEO)
- [Wanda Austin](https://en.wikipedia.org/wiki/Wanda_Austin "Wanda Austin")
- [Alex Gorsky](https://en.wikipedia.org/wiki/Alex_Gorsky "Alex Gorsky")
- [Andrea Jung](https://en.wikipedia.org/wiki/Andrea_Jung "Andrea Jung")
- [Monica Lozano](https://en.wikipedia.org/wiki/Monica_Lozano "Monica Lozano")
- [Ronald Sugar](https://en.wikipedia.org/wiki/Ronald_Sugar "Ronald Sugar")
- [Susan Wagner](https://en.wikipedia.org/wiki/Susan_Wagner "Susan Wagner")
#### Previous CEOs
1. [Michael Scott](https://en.wikipedia.org/wiki/Michael_Scott_\(Apple\) "Michael Scott (Apple)") (1977â1981)
2. [Mike Markkula](https://en.wikipedia.org/wiki/Mike_Markkula "Mike Markkula") (1981â1983)
3. [John Sculley](https://en.wikipedia.org/wiki/John_Sculley "John Sculley") (1983â1993)
4. [Michael Spindler](https://en.wikipedia.org/wiki/Michael_Spindler "Michael Spindler") (1993â1996)
5. [Gil Amelio](https://en.wikipedia.org/wiki/Gil_Amelio "Gil Amelio") (1996â1997)
6. [Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs") (1997â2011)
### Ownership
As of December 31, 2025[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit), the largest shareholders of Apple were:[\[280\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-281)
- [The Vanguard Group](https://en.wikipedia.org/wiki/The_Vanguard_Group "The Vanguard Group") (1,430,000,000 shares, 9.72%)
- [BlackRock](https://en.wikipedia.org/wiki/BlackRock "BlackRock") (1,150,000,000 shares, 7.86%)
- [State Street Corporation](https://en.wikipedia.org/wiki/State_Street_Corporation "State Street Corporation") (604,060,000 shares, 4.11%)
- [Geode Capital Management](https://en.wikipedia.org/wiki/Geode_Capital_Management "Geode Capital Management") (358,030,000 shares, 2.44%)
- [Fidelity Investments](https://en.wikipedia.org/wiki/Fidelity_Investments "Fidelity Investments") (307,400,000 shares, 2.09%)
- [Morgan Stanley](https://en.wikipedia.org/wiki/Morgan_Stanley "Morgan Stanley") (230,480,000 shares, 1.57%)
- [Berkshire Hathaway](https://en.wikipedia.org/wiki/Berkshire_Hathaway "Berkshire Hathaway") (227,920,000 shares, 1.55%)
- [JPMorgan Chase](https://en.wikipedia.org/wiki/JPMorgan_Chase "JPMorgan Chase") (225,420,000 shares, 1.54%)
- [T. Rowe Price](https://en.wikipedia.org/wiki/T._Rowe_Price "T. Rowe Price") (203,500,000 shares, 1.39%)
- [Norges Bank](https://en.wikipedia.org/wiki/Norges_Bank "Norges Bank") (192,260,000 shares, 1.31%)
### Corporate culture
[](https://en.wikipedia.org/wiki/File:Steve_Wozniak_and_Andy_Hertzfeld_1985.jpg)
Co-founder [Steve Wozniak](https://en.wikipedia.org/wiki/Steve_Wozniak "Steve Wozniak") and Macintosh engineer [Andy Hertzfeld](https://en.wikipedia.org/wiki/Andy_Hertzfeld "Andy Hertzfeld") attended the [Apple User Group Connection](https://en.wikipedia.org/wiki/Apple_User_Group_Connection "Apple User Group Connection") club in 1985.
[](https://en.wikipedia.org/wiki/File:Colleges_with_the_most_alumni_at_Apple.png)
Universities that 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](https://en.wikipedia.org/wiki/Corporate_culture "Corporate culture"). Jobs often walked around the office barefoot even after Apple became a [*Fortune* 500](https://en.wikipedia.org/wiki/Fortune_500 "Fortune 500") company. By the time of the "[1984](https://en.wikipedia.org/wiki/1984_\(advertisement\) "1984 (advertisement)")" television advertisement, Apple's informal culture had become a key trait that differentiated it from its competitors.[\[281\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-282) According to a 2011 report in *[Fortune](https://en.wikipedia.org/wiki/Fortune_\(magazine\) "Fortune (magazine)")*, this has resulted in a corporate culture more akin to a startup rather than a multinational corporation.[\[282\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Fortune1-283) In a 2017 interview, Wozniak credited watching *[Star Trek](https://en.wikipedia.org/wiki/Star_Trek "Star Trek")* and attending [*Star Trek* conventions](https://en.wikipedia.org/wiki/Star_Trek_convention "Star Trek convention") in his youth as inspiration for co-founding Apple.[\[283\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-284)
As the company has grown and been led by a series of differently opinionated chief executives, some media have suggested that it has lost some of its original character.[\[284\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-285)[\[285\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-286)[\[286\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-287)[\[287\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-288) Nonetheless, it has maintained a reputation for fostering individuality and excellence that reliably attracts talented workers, particularly after Jobs returned.[\[288\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-289) Numerous Apple employees have stated that projects without Jobs' involvement often took longer than others.[\[289\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-cultofmacwork-290)
The Apple [Fellows](https://en.wikipedia.org/wiki/Fellow#Industry_and_corporate_fellows "Fellow") program awards employees for extraordinary technical or leadership contributions to [personal computing](https://en.wikipedia.org/wiki/Personal_computing "Personal computing"). Recipients include [Bill Atkinson](https://en.wikipedia.org/wiki/Bill_Atkinson "Bill Atkinson"),[\[290\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-hertzfeld-291) [Steve Capps](https://en.wikipedia.org/wiki/Steve_Capps "Steve Capps"),[\[291\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-292) [Rod Holt](https://en.wikipedia.org/wiki/Rod_Holt "Rod Holt"),[\[290\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-hertzfeld-291) [Alan Kay](https://en.wikipedia.org/wiki/Alan_Kay "Alan Kay"),[\[292\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-yoyow-293)[\[293\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-294) [Guy Kawasaki](https://en.wikipedia.org/wiki/Guy_Kawasaki "Guy Kawasaki"),[\[292\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-yoyow-293)[\[294\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-295) [Al Alcorn](https://en.wikipedia.org/wiki/Al_Alcorn "Al Alcorn"),[\[295\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-296) [Don Norman](https://en.wikipedia.org/wiki/Don_Norman "Don Norman"),[\[292\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-yoyow-293) [Rich Page](https://en.wikipedia.org/wiki/Rich_Page "Rich Page"),[\[290\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-hertzfeld-291) [Steve Wozniak](https://en.wikipedia.org/wiki/Steve_Wozniak "Steve Wozniak"),[\[290\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-hertzfeld-291) and [Phil Schiller](https://en.wikipedia.org/wiki/Phil_Schiller "Phil Schiller").[\[296\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-297)
Jobs intended that employees were to be specialists who are not exposed to functions outside their area of expertise. For instance, [Ron Johnson](https://en.wikipedia.org/wiki/Ron_Johnson_\(businessman\) "Ron Johnson (businessman)")âSenior Vice President of Retail Operations until November 1, 2011âwas 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.[\[297\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Lashinsky2011-298) Apple is known for strictly enforcing accountability. Each project has a "directly responsible individual" or "DRI" in Apple jargon.[\[282\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Fortune1-283)[\[298\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-299) Unlike other major US 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.[\[299\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-300)
In 2015, Apple had 110,000 full-time employees. This increased to 116,000 full-time employees the next year, a notable hiring decrease, largely due to its first revenue decline. Apple does not specify how many of its employees work in retail, though its 2014 [SEC](https://en.wikipedia.org/wiki/U.S._Securities_and_Exchange_Commission "U.S. Securities and Exchange Commission") filing put the number at approximately half of its employee base.[\[300\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-301) In September 2017, Apple announced that it had over 123,000 full-time employees.[\[301\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-302)
Apple has a strong culture of [corporate secrecy](https://en.wikipedia.org/wiki/Corporate_secrecy "Corporate secrecy"), and has an anti-[leak](https://en.wikipedia.org/wiki/News_leak "News leak") Global Security team that recruits from the [National Security Agency](https://en.wikipedia.org/wiki/National_Security_Agency "National Security Agency"), the [Federal Bureau of Investigation](https://en.wikipedia.org/wiki/Federal_Bureau_of_Investigation "Federal Bureau of Investigation"), and the [United States Secret Service](https://en.wikipedia.org/wiki/United_States_Secret_Service "United States Secret Service").[\[302\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-303) In December 2017, [Glassdoor](https://en.wikipedia.org/wiki/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.[\[303\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-304) In 2023, Bloomberg's [Mark Gurman](https://en.wikipedia.org/wiki/Mark_Gurman_\(journalist\) "Mark Gurman (journalist)") 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"](https://en.wikipedia.org/wiki/X_Development "X Development").[\[304\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-305)
### Offices
Main articles: [Apple Park](https://en.wikipedia.org/wiki/Apple_Park "Apple Park") and [Apple Campus](https://en.wikipedia.org/wiki/Apple_Campus "Apple Campus")
[](https://en.wikipedia.org/wiki/File:Apple_Headquarters_in_Cupertino.jpg)
The original Apple Campus has the street address 1 Infinite Loop, Cupertino, California.
Apple's world corporate headquarters are located in [Cupertino](https://en.wikipedia.org/wiki/Cupertino "Cupertino"), in the middle of California's [Silicon Valley](https://en.wikipedia.org/wiki/Silicon_Valley "Silicon Valley"), at Apple Park, a massive circular [groundscraper](https://en.wikipedia.org/wiki/Groundscraper "Groundscraper") building with a [circumference](https://en.wikipedia.org/wiki/Circumference "Circumference") of one mile (1.6 km). The building opened in April 2017 and houses more than 12,000 employees. Apple co-founder [Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs") wanted Apple Park to look less like a [business park](https://en.wikipedia.org/wiki/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.
Apple also operates from the Apple Campus (also known by its address, 1 Infinite Loop), a grouping of six buildings in Cupertino that total 850,000 square feet (79,000 m2) located about 1 mile (1.6 km) to the west of Apple Park.[\[305\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-306) 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 1â6 [Infinite Loop](https://en.wikipedia.org/wiki/Apple_Infinite_Loop "Apple Infinite Loop"), are arranged in a circular pattern around a central [green space](https://en.wikipedia.org/wiki/Green_infrastructure "Green infrastructure"), in a design that has been compared to that of a [university](https://en.wikipedia.org/wiki/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.[\[306\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-307) In total, Apple occupies almost 40% of the available office space in the city.[\[307\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-308)
Apple's headquarters for Europe, the Middle East and Africa (EMEA) are located in [Cork](https://en.wikipedia.org/wiki/Cork_\(city\) "Cork (city)") in the south of [Ireland](https://en.wikipedia.org/wiki/Republic_of_Ireland "Republic of Ireland"), called the Hollyhill campus.[\[308\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-309) The facility, which opened in 1980, houses 5,500 people and was Apple's first location outside of the United States.[\[309\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-310) Apple's international sales and distribution arms operate out of the campus in Cork.[\[310\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-311)
Apple has two campuses near Austin, Texas: a 216,000-square-foot (20,100 m2) campus opened in 2014 houses 500 engineers who work on [Apple silicon](https://en.wikipedia.org/wiki/Apple_silicon "Apple silicon")[\[311\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-312) and a 1.1-million-square-foot (100,000 m2) campus opened in 2021 where 6,000 people work in technical support, supply chain management, online store curation, and [Apple Maps](https://en.wikipedia.org/wiki/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.[\[312\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-313)
### Litigation
Main article: [Litigation involving Apple Inc.](https://en.wikipedia.org/wiki/Litigation_involving_Apple_Inc. "Litigation involving Apple Inc.")
Apple has been a participant in various legal proceedings and claims since it began operation.[\[313\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-314) 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](https://en.wikipedia.org/wiki/Apple_v._Samsung "Apple v. Samsung")*, *[Apple v. Microsoft](https://en.wikipedia.org/wiki/Apple_v._Microsoft "Apple v. Microsoft")*, *[Motorola Mobility v. Apple Inc.](https://en.wikipedia.org/wiki/Motorola_Mobility_v._Apple_Inc. "Motorola Mobility v. Apple Inc.")*, and *[Apple Corps v. Apple Computer](https://en.wikipedia.org/wiki/Apple_Corps_v._Apple_Computer "Apple Corps v. Apple Computer")*. Apple has also had to defend itself against charges on numerous occasions of violating intellectual property rights. Most have been dismissed in the courts as [shell companies](https://en.wikipedia.org/wiki/Shell_companies "Shell companies") known as [patent trolls](https://en.wikipedia.org/wiki/Patent_troll "Patent troll"), with no evidence of actual use of [patents](https://en.wikipedia.org/wiki/Patent "Patent") in question.[\[314\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-315) On December 21, 2016, Nokia announced that in the US and Germany, it has filed a suit against Apple, claiming that the latter's products infringe on Nokia's patents.[\[315\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-316)
Most recently, in November 2017, the [United States International Trade Commission](https://en.wikipedia.org/wiki/United_States_International_Trade_Commission "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.[\[316\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-317)
[Epic Games](https://en.wikipedia.org/wiki/Epic_Games "Epic Games") filed a [lawsuit](https://en.wikipedia.org/wiki/Epic_Games_v._Apple "Epic Games v. Apple") against Apple in August 2020 in the [United States District Court for the Northern District of California](https://en.wikipedia.org/wiki/United_States_District_Court_for_the_Northern_District_of_California "United States District Court for the Northern District of California"), related to Apple's practices in the [iOS App Store](https://en.wikipedia.org/wiki/App_Store_\(iOS\) "App Store (iOS)").
In January 2022, [Ericsson](https://en.wikipedia.org/wiki/Ericsson "Ericsson") sued Apple over payment of royalty of [5G](https://en.wikipedia.org/wiki/5G "5G") technology.[\[317\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-318) On June 24, 2024, the [European Commission](https://en.wikipedia.org/wiki/European_Commission "European Commission") accused Apple of violating the [Digital Markets Act](https://en.wikipedia.org/wiki/Digital_Markets_Act "Digital Markets Act") by preventing "app developers from freely steering consumers to alternative channels for offers and content".[\[318\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-319) In April 2025, Apple was found guilty and fined âŹ500 million (\$570 million) for violating the Digital Markets Act.[\[319\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-320)
### Lobbying
In 2025, Apple was one of the donors who funded the White House's [East Wing demolition](https://en.wikipedia.org/wiki/East_Wing#2025_demolition "East Wing"), and planned building of [a ballroom](https://en.wikipedia.org/wiki/White_House_State_Ballroom "White House State Ballroom").[\[320\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-321)
## Finances
See also: [List of mergers and acquisitions by Apple](https://en.wikipedia.org/wiki/List_of_mergers_and_acquisitions_by_Apple "List of mergers and acquisitions by Apple")
| Country | Share |
|---|---|
| [Americas](https://en.wikipedia.org/wiki/Americas "Americas") | 43\.7% |
| [EMEA](https://en.wikipedia.org/wiki/EMEA "EMEA") | 25\.9% |
| [Greater China](https://en.wikipedia.org/wiki/Greater_China "Greater China") | 17\.1% |
| Rest of [Asia-Pacific](https://en.wikipedia.org/wiki/Asia-Pacific "Asia-Pacific") | 7\.8% |
| Japan | 6\.1% |
As of 2024, Apple was the world's [fourth-largest personal computer vendor](https://en.wikipedia.org/wiki/Market_share_of_personal_computer_vendors#Current_top_vendors_market_share_\(2023\) "Market share of personal computer vendors"),[\[322\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-323) the [largest vendor of tablet computers](https://en.wikipedia.org/wiki/Tablet_computer#By_manufacturer "Tablet computer"),[\[323\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-324) and the [largest vendor of mobile phones](https://en.wikipedia.org/wiki/List_of_best-selling_mobile_phones#2024 "List of best-selling mobile phones").[\[324\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-325) It is a [Big Tech](https://en.wikipedia.org/wiki/Big_Tech "Big Tech") company.[\[325\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-326)[\[326\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-327)
In its fiscal year ending in September 2011, Apple reported a total of \$108 billion in annual revenuesâa significant increase from its 2010 revenues of \$65 billionâand nearly \$82 billion in [cash reserves](https://en.wikipedia.org/wiki/Cash_reserves "Cash reserves").[\[327\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-328) On March 19, 2012, Apple announced plans for a \$2.65-per-share [dividend](https://en.wikipedia.org/wiki/Dividend "Dividend") beginning in the fourth quarter of 2012, per approval by its board of directors.[\[328\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-dividendfaq-329)
The company's worldwide annual revenue in 2013 totaled \$170 billion.[\[329\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-330) In May 2013, Apple entered the top ten of the [*Fortune* 500](https://en.wikipedia.org/wiki/Fortune_500 "Fortune 500") list of companies for the first time, rising 11 places above its 2012 ranking to take the sixth position.[\[330\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-331) As of 2016[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit), Apple has around US\$234 billion of cash and marketable securities, of which 90% is located outside the United States for tax purposes.[\[331\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-b200-332)
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](https://en.wikipedia.org/wiki/Canaccord_Genuity "Canaccord Genuity"). In the first quarter of 2015, the company garnered 92% of all earnings.[\[332\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-333)
On April 30, 2017, *[The Wall Street Journal](https://en.wikipedia.org/wiki/The_Wall_Street_Journal "The Wall Street Journal")* reported that Apple had [cash reserves](https://en.wikipedia.org/wiki/Cash_reserve "Cash reserve") of \$250 billion,[\[333\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-334) officially confirmed by Apple as specifically \$256.8 billion a few days later.[\[334\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-335)
As of August 3, 2018[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit), Apple was the [largest publicly traded corporation in the world by market capitalization](https://en.wikipedia.org/wiki/List_of_corporations_by_market_capitalization "List of corporations by market capitalization"). On August 2, 2018, Apple became the first publicly traded US company to reach a \$1 trillion market value,[\[335\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-1t-CNBC-336)[\[336\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-1t-Guardian-337) and, as of October 2025[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit), is valued at just over \$4 trillion.[\[337\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-338) Apple was ranked No. 3 on the 2023 [*Fortune* 500](https://en.wikipedia.org/wiki/Fortune_500 "Fortune 500") rankings of the [largest United States corporations by revenue](https://en.wikipedia.org/wiki/List_of_largest_companies_in_the_United_States_by_revenue "List of largest companies in the United States by revenue").[\[338\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-339)
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.[\[339\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-340) That year, Apple was one of the [largest corporate spenders](https://en.wikipedia.org/wiki/List_of_companies_by_research_and_development_spending "List of companies by research and development spending") on research and development worldwide, with R\&D expenditure amounting to over \$27 billion.[\[340\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-341)
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.[\[341\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-342)
### Taxes
Apple has created subsidiaries in low-tax places such as [Ireland](https://en.wikipedia.org/wiki/Republic_of_Ireland "Republic of Ireland"), the [Netherlands](https://en.wikipedia.org/wiki/Netherlands "Netherlands"), [Luxembourg](https://en.wikipedia.org/wiki/Luxembourg "Luxembourg"), and the [British Virgin Islands](https://en.wikipedia.org/wiki/British_Virgin_Islands "British Virgin Islands") to cut the taxes it pays around the world. According to *[The New York Times](https://en.wikipedia.org/wiki/The_New_York_Times "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](https://en.wikipedia.org/wiki/Double_Irish_with_a_Dutch_sandwich "Double Irish with a Dutch sandwich")", which reduces taxes by routing profits through Irish subsidiaries and the Netherlands and then to the Caribbean.[\[342\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-343)[\[343\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-344)
[British Conservative Party](https://en.wikipedia.org/wiki/British_Conservative_Party "British Conservative Party") Member of Parliament [Charlie Elphicke](https://en.wikipedia.org/wiki/Charlie_Elphicke "Charlie Elphicke") published research on October 30, 2012,[\[344\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-345) which showed that some multinational companies, including Apple, were making billions of pounds of profit in the UK, but were paying an effective tax rate to the UK Treasury of only 3 percent, well below standard [corporate tax](https://en.wikipedia.org/wiki/Corporate_tax "Corporate tax") rates. He followed this research by calling on the [Chancellor of the Exchequer](https://en.wikipedia.org/wiki/Chancellor_of_the_Exchequer "Chancellor of the Exchequer") [George Osborne](https://en.wikipedia.org/wiki/George_Osborne "George Osborne") to force these multinationals, which also included [Google](https://en.wikipedia.org/wiki/Google "Google") and [The Coca-Cola Company](https://en.wikipedia.org/wiki/The_Coca-Cola_Company "The Coca-Cola Company"), to state the effective rate of tax it pays on its UK revenues. Elphicke also said that government contracts should be withheld from multinationals who do not pay their fair share of UK tax.[\[345\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-346)
According to a [US Senate](https://en.wikipedia.org/wiki/US_Senate "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.[\[346\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-347) 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.[\[347\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-348) On May 21, 2013, Apple CEO [Tim Cook](https://en.wikipedia.org/wiki/Tim_Cook "Tim Cook") defended his company's tax tactics at a Senate hearing.[\[348\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-349)
Apple says that it is the single largest taxpayer in the US, with an [effective tax rate](https://en.wikipedia.org/wiki/Tax_rate "Tax rate") of approximately of 26% as of Q2 [FY](https://en.wikipedia.org/wiki/Fiscal_year "Fiscal year")2016\.[\[349\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-350) In an interview with the German newspaper *[FAZ](https://en.wikipedia.org/wiki/Frankfurter_Allgemeine_Zeitung "Frankfurter Allgemeine Zeitung")* in October 2017, Tim Cook stated that Apple was the biggest taxpayer worldwide.[\[350\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-351)
In 2016, after [a two-year investigation](https://en.wikipedia.org/wiki/Ireland_v_Commission "Ireland v Commission"), the European Commission claimed that Apple's use of a hybrid [Double Irish tax arrangement](https://en.wikipedia.org/wiki/Double_Irish_arrangement "Double Irish arrangement") constituted "illegal state aid" from Ireland, and ordered Apple to pay âŹ13 billion (\$14.5 billion) in unpaid taxes, the largest corporate tax fine in history. This was later annulled, after the [European General Court](https://en.wikipedia.org/wiki/European_General_Court "European General Court") ruled that the commission had provided insufficient evidence.[\[351\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-352)[\[352\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-IT11-353) In 2018, Apple repatriated \$285 billion to the United States, resulting in a \$38-billion tax payment spread over the following eight years.[\[353\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-354)
| 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 | 2024 | 2025 | | | | | | | | | | | | | | |
| 14\.4 | 13\.3 | 16\.2 | 14\.7 | 24\.1 | 15\.6 | | | | | | | | | | | | | | |
### Charity
Apple is a partner of [Product Red](https://en.wikipedia.org/wiki/Product_Red "Product Red"), a fundraising campaign for [AIDS](https://en.wikipedia.org/wiki/AIDS "AIDS") charity. In November 2014, Apple arranged for all [App Store](https://en.wikipedia.org/wiki/App_Store_\(iOS\) "App Store (iOS)") revenue in a two-week period to go to the fundraiser,[\[354\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-355) generating more than US\$20 million,[\[355\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-356) and in March 2017, it released an [iPhone 7](https://en.wikipedia.org/wiki/IPhone_7 "IPhone 7") with a red color finish.[\[356\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-357) As of 2021[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit), Apple has donated over \$250 million to Product Red.[\[357\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-358)
Apple contributes financially to fundraisers in times of natural disasters. In November 2012, it donated \$2.5 million to the [American Red Cross](https://en.wikipedia.org/wiki/American_Red_Cross "American Red Cross") to aid relief efforts after [Hurricane Sandy](https://en.wikipedia.org/wiki/Hurricane_Sandy "Hurricane Sandy"),[\[358\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-359) and in 2017 it donated \$5 million to relief efforts for both [Hurricane Irma](https://en.wikipedia.org/wiki/Hurricane_Irma "Hurricane Irma") and [Hurricane Harvey](https://en.wikipedia.org/wiki/Hurricane_Harvey "Hurricane Harvey"),[\[359\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-360) and for the [2017 Central Mexico earthquake](https://en.wikipedia.org/wiki/2017_Central_Mexico_earthquake "2017 Central Mexico earthquake").[\[360\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-361) The company has used its [iTunes](https://en.wikipedia.org/wiki/ITunes "ITunes") platform to encourage donations in the wake of environmental disasters and humanitarian crises, such as the [2010 Haiti earthquake](https://en.wikipedia.org/wiki/2010_Haiti_earthquake "2010 Haiti earthquake"),[\[361\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-362) the [2011 Japan earthquake](https://en.wikipedia.org/wiki/2011_Japan_earthquake "2011 Japan earthquake"),[\[362\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-363) [Typhoon Haiyan](https://en.wikipedia.org/wiki/Typhoon_Haiyan "Typhoon Haiyan") in the Philippines in November 2013,[\[363\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-364) and the [2015 European migrant crisis](https://en.wikipedia.org/wiki/2015_European_migrant_crisis "2015 European migrant crisis").[\[364\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-365) 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.[\[365\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-366)
On April 14, 2016, Apple and the [World Wide Fund for Nature](https://en.wikipedia.org/wiki/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 [iTunes App Store](https://en.wikipedia.org/wiki/ITunes_App_Store "ITunes App Store"), Apps for Earth. In the arrangement, Apple has committed that through April 24, WWF will receive 100% of the proceeds from the applications participating in the App Store via both the purchases of any paid apps and the In-App Purchases. Apple and WWF's Apps for Earth campaign raised more than \$8 million in total proceeds to support WWF's conservation work. WWF announced the results at WWDC 2016 in San Francisco.[\[366\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-367)
During the [COVID-19 pandemic](https://en.wikipedia.org/wiki/COVID-19_pandemic "COVID-19 pandemic"), Apple's CEO Cook announced that the company would be donating "millions" of masks to health workers in the United States and Europe.[\[367\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-368) On January 13, 2021, Apple announced a \$100-million Racial Equity and Justice Initiative to help combat [institutional racism](https://en.wikipedia.org/wiki/Institutional_racism "Institutional racism") worldwide after the 2020 [murder of George Floyd](https://en.wikipedia.org/wiki/Murder_of_George_Floyd "Murder of George Floyd").[\[368\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Doubles-369)[\[369\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-370)[\[370\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-371) In June 2023, Apple announced that it was 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.[\[368\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Doubles-369)
## Environment
Main article: [Environmental impact of Apple Inc.](https://en.wikipedia.org/wiki/Environmental_impact_of_Apple_Inc. "Environmental impact of Apple Inc.")
### Apple Energy
Apple Energy, LLC is a wholly owned subsidiary of Apple that sells [solar energy](https://en.wikipedia.org/wiki/Solar_energy "Solar energy"). As of June 6, 2016[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit), Apple's solar farms in California and Nevada have been declared to provide 217.9 megawatts of solar generation capacity.[\[371\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-372) Apple has received regulatory approval to construct a [landfill gas energy plant](https://en.wikipedia.org/wiki/Landfill_gas_utilization "Landfill gas utilization") in [North Carolina](https://en.wikipedia.org/wiki/North_Carolina "North Carolina") to use the [methane emissions](https://en.wikipedia.org/wiki/Methane_emissions "Methane emissions") to generate electricity.[\[372\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-373) Apple's North Carolina data center is already powered entirely by renewable sources.[\[373\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-374)
### Energy and resources
In 2010, [Climate Counts](https://en.wikipedia.org/wiki/Climate_Counts "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 its top category "Striding".[\[374\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-375) 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".[\[375\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-iwclimate-376)
Following a [Greenpeace](https://en.wikipedia.org/wiki/Greenpeace "Greenpeace") protest, Apple released a statement on April 17, 2012, committing to ending its use of coal and shifting to 100% renewable clean energy.[\[376\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-After_Greenpeace_Protests,_Apple_Promises_to_Dump_Coal_Power-377)[\[377\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Powering_Our_Facilities_with_Clean,_Renewable_Energy-378) By 2013, Apple was using [100% renewable energy](https://en.wikipedia.org/wiki/100%25_renewable_energy "100% renewable energy") to power its [data centers](https://en.wikipedia.org/wiki/Data_centers "Data centers"). Overall, 75% of the company's power came from clean renewable sources.[\[378\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-379)
In May 2015, Greenpeace evaluated the state of the Green Internet and commended Apple on its 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."[\[379\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-380)
As of 2016[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit), Apple states that 100% of its US operations run on [renewable energy](https://en.wikipedia.org/wiki/Renewable_energy "Renewable energy"), 100% of Apple's data centers run on renewable energy and 93% of Apple's global operations run on renewable energy.[\[380\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-381) However, the facilities are connected to the local [grid](https://en.wikipedia.org/wiki/Electrical_grid "Electrical grid") which usually contains a mix of fossil and renewable sources, so Apple uses [carbon offsets](https://en.wikipedia.org/wiki/Carbon_offset "Carbon offset") for its electricity use.[\[381\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-382) The [Electronic Product Environmental Assessment Tool](https://en.wikipedia.org/wiki/Electronic_Product_Environmental_Assessment_Tool "Electronic Product Environmental Assessment Tool") (EPEAT) allows consumers to see the effect a product has on the environment. Each product receives a Gold, Silver, or Bronze rank depending on its efficiency and sustainability. Every Apple [tablet](https://en.wikipedia.org/wiki/Tablet_computer "Tablet computer"), [notebook](https://en.wikipedia.org/wiki/Laptop "Laptop"), [desktop computer](https://en.wikipedia.org/wiki/Desktop_computer "Desktop computer"), and [display](https://en.wikipedia.org/wiki/Computer_monitor "Computer monitor") that EPEAT ranks achieves a Gold rating, the highest possible. Although Apple's data centers recycle water 35 times,[\[382\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-383) the increased activity in retail, corporate and data centers also increase the amount of water use to 573 million US gal (2.2 million m3) in 2015.[\[383\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-384)
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](https://en.wikipedia.org/wiki/Lisa_P._Jackson "Lisa P. Jackson"), Apple's vice president of Environment, Policy and Social Initiatives who reports directly to CEO, Tim Cook, announced that as of March 2016[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit), 93% of Apple's worldwide operations are powered with renewable energy. Also featured was the company's efforts to use sustainable paper in its product packaging; 99% of all paper used by Apple in the product packaging comes from [post-consumer](https://en.wikipedia.org/wiki/Post-consumer "Post-consumer") [recycled](https://en.wikipedia.org/wiki/Recycle "Recycle") paper or sustainably managed forests, as the company continues its move to all paper packaging for all of its products.[\[384\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-385)
Apple announced on August 16, 2016, that Lens Technology, one of its major suppliers in China, has committed to power all its [glass production](https://en.wikipedia.org/wiki/Glass_production "Glass production") for Apple with 100 percent renewable energy by 2018. The commitment was a large step in Apple's efforts to help manufacturers lower their carbon footprint in China.[\[385\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-386) Apple also announced that all 14 of its final assembly sites in China are now compliant with [UL](https://en.wikipedia.org/wiki/UL_\(safety_organization\) "UL (safety organization)")'s Zero Waste to Landfill validation. The standard, which started in January 2015, certifies that all manufacturing waste is [reused](https://en.wikipedia.org/wiki/Reuse "Reuse"), [recycled](https://en.wikipedia.org/wiki/Recycled "Recycled"), [composted](https://en.wikipedia.org/wiki/Compost "Compost"), or converted into energy (when necessary). Since the program began, nearly 140,000 metric tons of waste have been diverted from [landfills](https://en.wikipedia.org/wiki/Landfill "Landfill").[\[386\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-387)
On July 21, 2020, Apple announced its plan to become [carbon neutral](https://en.wikipedia.org/wiki/Carbon_neutral "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.[\[387\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-388)
In June 2024, the [United States Environmental Protection Agency](https://en.wikipedia.org/wiki/United_States_Environmental_Protection_Agency "United States Environmental Protection Agency") (EPA) published a report about an electronic computer manufacturing facility leased by Apple in 2015 in [Santa Clara, California](https://en.wikipedia.org/wiki/Santa_Clara,_California "Santa Clara, California"), code named Aria.[\[388\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Roscoe20240625-389)[\[389\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-390) The EPA report stated that Apple was potentially in violation of federal regulations under the [Resource Conservation and Recovery Act](https://en.wikipedia.org/wiki/Resource_Conservation_and_Recovery_Act "Resource Conservation and Recovery Act") (RCRA).[\[388\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Roscoe20240625-389) According to a report from [*Bloomberg*](https://en.wikipedia.org/wiki/Bloomberg_News "Bloomberg News") in 2018, the facility is used to develop [microLED](https://en.wikipedia.org/wiki/MicroLED "MicroLED") screens under the code name T159.[\[390\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-391)[\[388\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Roscoe20240625-389)[\[391\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-392) The inspection found that Apple was potentially mistreating waste as only subject to [California](https://en.wikipedia.org/wiki/California "California") regulations and that it had potentially miscalculated the effectiveness of Apple's [activated carbon](https://en.wikipedia.org/wiki/Activated_carbon "Activated carbon") filters, which filter [volatile organic compounds](https://en.wikipedia.org/wiki/Volatile_organic_compound "Volatile organic compound") (VOCs) from the air. The EPA inspected the facility in August 2023 due to a tip from a former Apple employee who posted the report on [X](https://en.wikipedia.org/wiki/X_\(social_media_platform\) "X (social media platform)").[\[388\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Roscoe20240625-389)
### Toxins
Following further campaigns by Greenpeace,[\[392\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-393) in 2008, Apple became the first electronics manufacturer to eliminate all [polyvinyl chloride](https://en.wikipedia.org/wiki/Polyvinyl_chloride "Polyvinyl chloride") (PVC) and [brominated flame retardants](https://en.wikipedia.org/wiki/Brominated_flame_retardant "Brominated flame retardant") (BFRs) in its complete product line.[\[393\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-394) In June 2007, Apple began replacing the [cold cathode](https://en.wikipedia.org/wiki/Cold_cathode "Cold cathode") fluorescent lamp (CCFL) backlit [LCDs](https://en.wikipedia.org/wiki/LCD "LCD") in its computers with [mercury](https://en.wikipedia.org/wiki/Mercury_\(element\) "Mercury (element)")\-free [LED-backlit LCD](https://en.wikipedia.org/wiki/LED-backlit_LCD_display "LED-backlit LCD display") and [arsenic](https://en.wikipedia.org/wiki/Arsenic "Arsenic")\-free glass, starting with the upgraded [MacBook Pro](https://en.wikipedia.org/wiki/MacBook_Pro "MacBook Pro").[\[394\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-environmental-news-395)[\[395\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-agreenapple-396)[\[396\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-green_notebooks-397)[\[397\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-398) Apple offers comprehensive and transparent information about the [CO2e](https://en.wikipedia.org/wiki/Carbon_dioxide_equivalent "Carbon dioxide equivalent"), [emissions](https://en.wikipedia.org/wiki/Greenhouse_gas_emissions "Greenhouse gas emissions"), materials, and [electrical usage](https://en.wikipedia.org/wiki/Electric_energy_consumption "Electric energy consumption") concerning every product it currently produces or has sold in the past (and which it has enough data needed to produce the report), in its portfolio on its homepage. Allowing consumers to make informed purchasing decisions on the products it offers for sale.[\[398\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-environment-reports-399) In June 2009, Apple's [iPhone 3GS](https://en.wikipedia.org/wiki/IPhone_3GS "IPhone 3GS") was free of PVC, arsenic, and BFRs.[\[394\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-environmental-news-395)[\[399\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-400) Since 2009, all Apple products have mercury-free LED-backlit LCDs, arsenic-free glass, and non-PVC cables.[\[400\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-401) All Apple products have EPEAT Gold status and beat the latest Energy Star guidelines in each product's respective regulatory category.[\[394\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-environmental-news-395)[\[401\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-402)
In November 2011, Apple was featured in Greenpeace's Guide to Greener Electronics, which ranks electronics manufacturers on sustainability, [climate and energy](https://en.wikipedia.org/wiki/Climate_and_energy "Climate and energy") policy, and how "green" its 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.[\[402\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-403) Greenpeace praised Apple's [sustainability](https://en.wikipedia.org/wiki/Sustainability_metrics_and_indices "Sustainability metrics and indices"), noting that the company exceeded its 70% global recycling goal in 2010. Apple continues to score well on product ratings, with all of its 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.[\[403\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-404) In January 2012, Apple requested that its cable maker, Volex, begin producing [halogen-free](https://en.wikipedia.org/wiki/Low_smoke_zero_halogen "Low smoke zero halogen") [USB](https://en.wikipedia.org/wiki/USB "USB") and power cables.[\[404\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-405)
### Green bonds
In February 2016, Apple issued a US\$1.5\-billion [green bond](https://en.wikipedia.org/wiki/Green_bond "Green bond") (climate bond), the first ever of its kind by a US tech company. The green bond proceeds are dedicated to the financing of environmental projects.[\[398\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-environment-reports-399)[\[405\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-406)
## Supply chain
Main article: [Apple supply chain](https://en.wikipedia.org/wiki/Apple_supply_chain "Apple supply chain")
See also: [List of Apple Inc. suppliers](https://en.wikipedia.org/wiki/List_of_Apple_Inc._suppliers "List of Apple Inc. suppliers")
As of 2021[\[update\]](https://en.wikipedia.org/w/index.php?title=Apple_Inc.&action=edit), Apple uses hardware components from 43 different countries.[\[406\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-407)
Apple products were made in the United States in Apple-owned factories until the late 1990s; however, as a result of [outsourcing](https://en.wikipedia.org/wiki/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 '[Made in the U.S.A.](https://en.wikipedia.org/wiki/Made_in_the_USA "Made in the USA")' is no longer a viable option for most Apple products".[\[407\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-408) South Korean firms, including [Samsung](https://en.wikipedia.org/wiki/Samsung "Samsung") and [LG](https://en.wikipedia.org/wiki/LG "LG"), worked closely with Apple as parts partners for the [iMac](https://en.wikipedia.org/wiki/IMac "IMac"), [iPod](https://en.wikipedia.org/wiki/IPod "IPod"), and [iPhone](https://en.wikipedia.org/wiki/IPhone "IPhone") before it increased its reliance on Taiwan and China.[\[408\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-:0-409): 74â232 Taiwanese Apple suppliers such as [Foxconn](https://en.wikipedia.org/wiki/Foxconn "Foxconn"), [Wistron](https://en.wikipedia.org/wiki/Wistron "Wistron"), [Pegatron](https://en.wikipedia.org/wiki/Pegatron "Pegatron"), [Quanta](https://en.wikipedia.org/wiki/Quanta_Computer "Quanta Computer"), and [Compal Electronics](https://en.wikipedia.org/wiki/Compal_Electronics "Compal Electronics") established a sizable manufacturing presence in China.[\[409\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-410) By the 2020s, orders were shifting to Chinese firms such as to [Luxshare](https://en.wikipedia.org/wiki/Luxshare "Luxshare"), [BYD Electronic](https://en.wikipedia.org/wiki/BYD_Company "BYD Company"), [Goertek](https://en.wikipedia.org/wiki/Goertek "Goertek"), and [Wingtech](https://en.wikipedia.org/wiki/Wingtech "Wingtech"). By 2021, Apple had more suppliers from China than Taiwan.[\[408\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-:0-409): 337 In March 2017, *[The Wall Street Journal](https://en.wikipedia.org/wiki/The_Wall_Street_Journal "The Wall Street Journal")* reported that Apple would begin manufacturing [iPhone](https://en.wikipedia.org/wiki/IPhone "IPhone") models in India "over the next two months",[\[410\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-411) and in May, the *Journal* wrote that an Apple manufacturer had begun production of [iPhone SE](https://en.wikipedia.org/wiki/IPhone_SE_\(1st_generation\) "IPhone SE (1st generation)") in the country,[\[411\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-412) In May 2017, the company announced a \$1-billion funding project for "advanced manufacturing" in the United States,[\[412\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-413)[\[413\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-414) In April 2019, Apple initiated manufacturing of [iPhone 7](https://en.wikipedia.org/wiki/IPhone_7 "IPhone 7") at its [Bengaluru](https://en.wikipedia.org/wiki/Bengaluru "Bengaluru") facility.[\[414\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-415)
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."[\[415\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-supply-416)[\[416\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-417)
### Labor force
Main article: [Apple Inc. and unions](https://en.wikipedia.org/wiki/Apple_Inc._and_unions "Apple Inc. and unions")
Apple directly employs 147,000 workers including 25,000 corporate employees in [Apple Park](https://en.wikipedia.org/wiki/Apple_Park "Apple Park") and across Silicon Valley.[\[417\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Downey2021-418)[\[418\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Leswing2021-419) The vast majority of its employees work at the over 500 retail [Apple Stores](https://en.wikipedia.org/wiki/Apple_Store "Apple Store") globally.[\[419\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-420) Apple relies on a larger, outsourced workforce for manufacturing, particularly in China where Apple directly employs 10,000 workers across its retail and corporate divisions. In addition, one further million workers are contracted by Apple's suppliers to assemble Apple products, including [Foxconn](https://en.wikipedia.org/wiki/Foxconn "Foxconn") and [Pegatron](https://en.wikipedia.org/wiki/Pegatron "Pegatron").[\[420\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-421) [Zhengzhou Technology Park](https://en.wikipedia.org/wiki/Zhengzhou_Technology_Park "Zhengzhou Technology Park") alone employs 350,000 Chinese workers in [Zhengzhou](https://en.wikipedia.org/wiki/Zhengzhou "Zhengzhou") to exclusively work on the [iPhone](https://en.wikipedia.org/wiki/IPhone "IPhone").[\[421\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-422)
Apple workers around the globe have been involved in [organizing](https://en.wikipedia.org/wiki/Organizing_model "Organizing model") since the 1990s.[\[422\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Hyde2002-423) Apple unions are made up of retail, corporate, and outsourced workers. Apple employees have joined [trade unions](https://en.wikipedia.org/wiki/Trade_union "Trade union") or formed [works councils](https://en.wikipedia.org/wiki/Works_council "Works council") in [Australia](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#Australia "Apple Inc. and unions"),[\[423\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Zhuang2022-424) [France](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#France "Apple Inc. and unions"),[\[424\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-425) [Germany](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#Germany "Apple Inc. and unions"),[\[425\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Loehne2012-426) [Italy](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#Italy "Apple Inc. and unions"),[\[426\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-427) [Japan](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#Japan "Apple Inc. and unions"),[\[427\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Corrales2022-428) the [United Kingdom](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#United_Kingdom "Apple Inc. and unions")[\[428\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-429) and the [United States](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#United_States "Apple Inc. and unions").[\[429\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Albergotti2022-430) In 2021, [Apple Together](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#Apple_Together "Apple Inc. and unions"), a [solidarity union](https://en.wikipedia.org/wiki/Solidarity_unionism "Solidarity unionism"), sought to bring together the company's global worker organizations.[\[430\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Harrington2022-431) The majority of industrial [labor disputes](https://en.wikipedia.org/wiki/Labor_dispute "Labor dispute") (including union recognition) involving Apple occur indirectly through [its suppliers and contractors](https://en.wikipedia.org/wiki/Apple_supply_chain "Apple supply chain"), notably [Foxconn](https://en.wikipedia.org/wiki/Foxconn "Foxconn") plants in [China](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#China "Apple Inc. and unions")[\[431\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Chan2013-432) and, to a lesser extent, in [Brazil](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#Brazil "Apple Inc. and unions")[\[432\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-433) and [India](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#India "Apple Inc. and unions").[\[433\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-434)
Apple has been criticized for labor sourcing and conditions at the facilities of its contract manufacturers[\[434\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-435)[\[435\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-:02-436)[\[436\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-437) as well as mines.[\[437\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-438)[\[438\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-439)[\[439\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-440)
## See also
- [List of Apple Inc. media events](https://en.wikipedia.org/wiki/List_of_Apple_Inc._media_events "List of Apple Inc. media events")
- [Outline of Apple Inc.](https://en.wikipedia.org/wiki/Outline_of_Apple_Inc. "Outline of Apple Inc.")
## References
### Notes
1. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-1)** Single-color version based on the rainbow color theme introduced in 1977
### Citations
1. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-Apple-10-K-Report-2025_2-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-Apple-10-K-Report-2025_2-1)
["Apple FY2025 Annual Report (Form 10-K)"](https://www.sec.gov/ix?doc=/Archives/edgar/data/320193/000032019325000079/aapl-20250927.htm). October 31, 2025. Retrieved November 6, 2025.
2. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-storelist_3-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-storelist_3-1) [***c***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-storelist_3-2)
["Store List"](https://www.apple.com/retail/storelist). *Apple Retail*. Apple. [Archived](https://web.archive.org/web/20171128172800/https://www.apple.com/retail/storelist/) from the original on November 28, 2017. Retrieved December 5, 2017.
3. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-4)** [Certificate of Amendment of Articles of Incorporation](https://web.archive.org/web/20200926125141/https://businesssearch.sos.ca.gov/Document/RetrievePDF?Id=00806592-5959973). [Archived](https://web.archive.org/web/20200926125141/https://businesssearch.sos.ca.gov/Document/RetrievePDF?Id=00806592-5959973) September 26, 2020, at the [Wayback Machine](https://en.wikipedia.org/wiki/Wayback_Machine "Wayback Machine"), November 17, 1977. California Secretary of State.
4. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-5)** [Certificate of Ownership](https://businesssearch.sos.ca.gov/Document/RetrievePDF?Id=00806592-6322847). [Archived](https://web.archive.org/web/20210217170421/https://businesssearch.sos.ca.gov/Document/RetrievePDF?Id=00806592-6322847) February 17, 2021, at the [Wayback Machine](https://en.wikipedia.org/wiki/Wayback_Machine "Wayback Machine"), January 9, 2007. California Secretary of State.
5. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer20046%E2%80%938_6-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer20046%E2%80%938_6-1) [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), pp. 6â8.
6. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-7)**
Gibbs, Samuel (December 5, 2014). ["Steve Wozniak: Apple starting in a garage is a myth"](https://web.archive.org/web/20150425011132/https://www.theguardian.com/technology/2014/dec/05/steve-wozniak-apple-starting-in-a-garage-is-a-myth). *[The Guardian](https://en.wikipedia.org/wiki/The_Guardian "The Guardian")*. Archived from [the original](https://www.theguardian.com/technology/2014/dec/05/steve-wozniak-apple-starting-in-a-garage-is-a-myth) on April 25, 2015. Retrieved November 12, 2019.
7. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-Linzmayer01_8-0)**
Linzmayer, Owen W. ["Apple Confidential: The Real Story of Apple Computer, Inc"](http://extras.denverpost.com/books/chap0411h.htm). *The Denver Post*. [Archived](https://web.archive.org/web/20120414125259/http://extras.denverpost.com/books/chap0411h.htm) from the original on April 14, 2012.
8. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-9)**
Williams, Rhiannon (April 1, 2015). ["Apple celebrates 39th year on April 1"](https://www.telegraph.co.uk/technology/apple/11507451/Apple-celebrates-39th-year-on-April-1.html). *[The Telegraph](https://en.wikipedia.org/wiki/The_Daily_Telegraph "The Daily Telegraph")*. [Archived](https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/technology/apple/11507451/Apple-celebrates-39th-year-on-April-1.html) from the original on January 10, 2022. Retrieved July 9, 2017.
9. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-10)**
- ["Apple co-founder tells his side of the story"](https://www.smh.com.au/news/laptops--desktops/wozniak-tells-his-side-of-the-story/2006/09/28/1159337270259.html). *[The Sydney Morning Herald](https://en.wikipedia.org/wiki/The_Sydney_Morning_Herald "The Sydney Morning Herald")*. September 28, 2006. [Archived](https://web.archive.org/web/20170703154618/http://www.smh.com.au/news/laptops--desktops/wozniak-tells-his-side-of-the-story/2006/09/28/1159337270259.html) from the original on July 3, 2017. Retrieved July 9, 2017.
- ["A Chat with Computing Pioneer Steve Wozniak"](https://www.npr.org/templates/story/story.php?storyId=6167297). *[NPR](https://en.wikipedia.org/wiki/NPR "NPR")*. September 29, 2006. [Archived](https://web.archive.org/web/20190327091333/https://www.npr.org/templates/story/story.php?storyId=6167297) from the original on March 27, 2019. Retrieved July 9, 2017.
10. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-11)**
Isaacson, Walter (October 24, 2011). [*Steve Jobs: The Exclusive Biography*](https://books.google.com/books?id=26ev_abfrU8C). Little, Brown Book Group. p. 57. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-7481-3132-7](https://en.wikipedia.org/wiki/Special:BookSources/978-0-7481-3132-7 "Special:BookSources/978-0-7481-3132-7")
.
11. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-12)**
- [O'Grady 2009](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFO'Grady2009), pp. 2â3
- ["The Homebrew Computer Club"](http://www.computerhistory.org/revolution/personal-computers/17/312). [Computer History Museum](https://en.wikipedia.org/wiki/Computer_History_Museum "Computer History Museum"). [Archived](https://web.archive.org/web/20190327102109/https://www.computerhistory.org/revolution/personal-computers/17/312) from the original on March 27, 2019. Retrieved July 9, 2017.
12. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-13)**
Kahney, Leander (November 19, 2002). ["Rebuilding an Apple From the Past"](https://www.wired.com/2002/12/56426/). *Wired*. [ISSN](https://en.wikipedia.org/wiki/ISSN_\(identifier\) "ISSN (identifier)") [1059-1028](https://search.worldcat.org/issn/1059-1028). [Archived](https://web.archive.org/web/20221107195134/https://www.wired.com/2002/12/56426/) from the original on November 7, 2022. Retrieved November 7, 2022.
13. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-14)**
- ["Building the digital age"](http://news.bbc.co.uk/2/hi/technology/7091190.stm). [BBC News](https://en.wikipedia.org/wiki/BBC_News "BBC News"). November 15, 2007. [Archived](https://web.archive.org/web/20171128173707/http://news.bbc.co.uk/2/hi/technology/7091190.stm) from the original on November 28, 2017. Retrieved January 19, 2008.
- ["Apple I"](https://web.archive.org/web/20070326115844/http://staging.computerhistory.org/exhibits/highlights/apple1.shtml). [Computer History Museum](https://en.wikipedia.org/wiki/Computer_History_Museum "Computer History Museum"). Archived from [the original](http://staging.computerhistory.org/exhibits/highlights/apple1.shtml) on March 26, 2007. Retrieved January 19, 2008.
- [Game Makers (TV Show)](https://web.archive.org/web/20170204212503/http://www.g4tv.com/gamemakers/episodes/3781/Apple_II.html): Apple II. Originally aired January 6, 2005.
- ["Picture of original ad featuring US666.66 price"](http://www.macmothership.com/gallery/newads7/1976apple1.jpg). [Archived](https://web.archive.org/web/20200115222510/http://www.macmothership.com/gallery/newads7/1976apple1.jpg) from the original on January 15, 2020. Retrieved January 21, 2008.
14. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTEWozniakSmith2006180_15-0)** [Wozniak & Smith 2006](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFWozniakSmith2006), p. 180.
15. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-VintageNews_16-0)**
Blazeski, Goran (November 25, 2017). ["Apple-1, Steve Wozniak's hand-built creation, was Apple's first official product, priced at \$666.66"](https://www.thevintagenews.com/2017/11/25/apples-first-official-product-was-priced-at-666-66). *The Vintage News*. [Archived](https://web.archive.org/web/20200726090158/https://www.thevintagenews.com/2017/11/25/apples-first-official-product-was-priced-at-666-66/) from the original on July 26, 2020. Retrieved November 24, 2019.
16. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer200410_17-0)** [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), p. 10.
17. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-Apple_FAQ_18-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-Apple_FAQ_18-1)
["Frequently Asked Questions"](https://investor.apple.com/faq/default.aspx). Apple. [Archived](https://web.archive.org/web/20200312205405/https://investor.apple.com/faq/default.aspx) from the original on March 12, 2020. Retrieved January 19, 2020.
18. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-19)**
- Luo, Benny (September 12, 2013). ["Ronald Wayne: On Co-founding Apple and Working with Steve Jobs"](https://nextshark.com/ronald-wayne-interview). *Next Shark*. [Archived](https://web.archive.org/web/20190330085628/https://nextshark.com/ronald-wayne-interview) from the original on March 30, 2019. Retrieved July 9, 2017.
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19. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-20)**
- ["Apple chronology"](https://money.cnn.com/1998/01/06/technology/apple_chrono). [CNNMoney](https://en.wikipedia.org/wiki/CNNMoney "CNNMoney"). January 6, 1998. [Archived](https://web.archive.org/web/20170525081036/http://money.cnn.com/1998/01/06/technology/apple_chrono/) from the original on May 25, 2017. Retrieved May 2, 2017.
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- [Malone, Michael S.](https://en.wikipedia.org/wiki/Michael_S._Malone "Michael S. Malone") (1999). [*Infinite Loop: How the World's Most Insanely Great Computer Company Went Insane*](https://archive.org/details/infiniteloophoww00malo). New York: Currency/Doubleday. p. 157. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-385-48684-2](https://en.wikipedia.org/wiki/Special:BookSources/978-0-385-48684-2 "Special:BookSources/978-0-385-48684-2")
. [OCLC](https://en.wikipedia.org/wiki/OCLC_\(identifier\) "OCLC (identifier)") [971131326](https://search.worldcat.org/oclc/971131326).
Wikipedia: *[Infinite Loop](https://en.wikipedia.org/wiki/Infinite_Loop "Infinite Loop")*.
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21. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer200412_22-0)** [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), p. 12.
22. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer200413%E2%80%9315_23-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer200413%E2%80%9315_23-1) [***c***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer200413%E2%80%9315_23-2) [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), pp. 13â15.
23. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-24)**
Weyhrich, Steven (April 21, 2002). ["Apple II History Chapter 4"](http://apple2history.org/history/ah04). [Archived](https://web.archive.org/web/20100801191644/http://apple2history.org/history/ah04/) from the original on August 1, 2010. Retrieved August 18, 2008.
24. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-25)**
- Bagnall, Brian (2005). *On the Edge: The Spectacular Rise and Fall of Commodore*. Variant Press. pp. 109â112\. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
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The figures show Mac higher, but that is not a single model.
25. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-26)**
Reimer, Jeremy (December 15, 2005). ["Total share: 30 years of personal computer market share figures"](https://arstechnica.com/features/2005/12/total-share/). *Ars Technica*. [Archived](https://web.archive.org/web/20120607023023/http://arstechnica.com/features/2005/12/total-share/) from the original on June 7, 2012. Retrieved September 1, 2023.
26. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-EDNAAPLSTOCK_27-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-EDNAAPLSTOCK_27-1)
Deffree, Suzanne (December 12, 2018). ["Apple IPO makes instant millionaires, December 12, 1980"](https://www.edn.com/electronics-blogs/edn-moments/4403276/Apple-IPO-makes-instant-millionaires--December-12--1980). [Archived](https://web.archive.org/web/20190610002442/https://www.edn.com/electronics-blogs/edn-moments/4403276/Apple-IPO-makes-instant-millionaires--December-12--1980) from the original on June 10, 2019. Retrieved May 16, 2019.
27. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-DEDIPO_28-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-DEDIPO_28-1)
Dilger, Daniel Eran (December 12, 2013). ["Apple, Inc. stock IPO created 300 millionaires 33 years ago today"](http://appleinsider.com/articles/13/12/12/apple-inc-stock-ipo-created-300-millionaires-33-years-ago-today). *[AppleInsider](https://en.wikipedia.org/wiki/AppleInsider "AppleInsider")*. [Archived](https://web.archive.org/web/20190330102914/https://appleinsider.com/articles/13/12/12/apple-inc-stock-ipo-created-300-millionaires-33-years-ago-today) from the original on March 30, 2019. Retrieved April 18, 2017.
28. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer200474%E2%80%9375_29-0)** [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), pp. 74â75.
29. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTEIsaacson201596%E2%80%9397_30-0)** [Isaacson 2015](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFIsaacson2015), pp. 96â97.
30. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer200468_31-0)** [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), p. 68.
31. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer200492_32-0)** [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), p. 92.
32. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-33)**
Swaine, Michael (2000). *Fire in the Valley: The Birth and Death of the Personal Computer*. McGraw-Hill. p. 308. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[9780071358958](https://en.wikipedia.org/wiki/Special:BookSources/9780071358958 "Special:BookSources/9780071358958")
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33. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer200428,_86%E2%80%9388_34-0)** [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), pp. 28, 86â88.
34. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-TheVerge_35-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-TheVerge_35-1)
["Steve Wozniak on Newton, Tesla, and why the original Macintosh was a 'lousy' product"](https://web.archive.org/web/20160312014832/http://www.theverge.com/2013/6/27/4468314/steve-wozniak-on-how-the-newton-changed-his-life). June 27, 2013. Archived from [the original](https://www.theverge.com/2013/6/27/4468314/steve-wozniak-on-how-the-newton-changed-his-life) on March 12, 2016. Retrieved March 1, 2026.
35. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-rice19850415_36-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-rice19850415_36-1)
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36. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-IsProgramingObsolete_37-0)**
Harvey, Brian (1994). ["Is Programing Obsolete?"](https://web.archive.org/web/20131005000323/http://www.eecs.berkeley.edu/~bh/obsolete.html). Electrical Engineering and Computer Sciences, [University of California, Berkeley](https://en.wikipedia.org/wiki/University_of_California,_Berkeley "University of California, Berkeley"). Archived from [the original](http://www.eecs.berkeley.edu/~bh/obsolete.html) on October 5, 2013. Retrieved June 14, 2013.
37. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-38)**
Friedman, Ted. ["Apple's 1984: The Introduction of the Macintosh in the Cultural History of Personal Computers"](https://web.archive.org/web/20121014051705/http://www.duke.edu/~tlove/mac.htm). Archived from [the original](http://www.duke.edu/~tlove/mac.htm) on October 14, 2012.
38. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-39)**
Maney, Kevin (January 28, 2004). ["Apple's '1984' Super Bowl commercial still stands as watershed event"](https://usatoday30.usatoday.com/tech/columnist/kevinmaney/2004-01-28-maney_x.htm). *[USA Today](https://en.wikipedia.org/wiki/USA_Today "USA Today")*. [Archived](https://web.archive.org/web/20180313054828/https://usatoday30.usatoday.com/tech/columnist/kevinmaney/2004-01-28-maney_x.htm) from the original on March 13, 2018. Retrieved April 18, 2017.
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Leopold, Todd (February 3, 2006). ["Why 2006 isn't like '1984'"](https://edition.cnn.com/2006/SHOWBIZ/02/02/eye.ent.commercials/). [CNN](https://en.wikipedia.org/wiki/CNN "CNN"). [Archived](https://web.archive.org/web/20140405133016/http://edition.cnn.com/2006/SHOWBIZ/02/02/eye.ent.commercials) from the original on April 5, 2014. Retrieved April 18, 2017.
40. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-41)**
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41. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-42)**
- [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), p. 98
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42. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-43)**
- [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), p. 156
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Gallo, Carmine (January 22, 2014). ["How Steve Jobs And Bill Gates Inspired John Sculley To Pursue The 'Noble Cause"](https://www.forbes.com/sites/carminegallo/2016/11/12/how-steve-jobs-and-bill-gates-inspired-john-sculley-to-pursue-the-noble-cause/#9eaee3232bd5). *[Forbes](https://en.wikipedia.org/wiki/Forbes "Forbes")*. [Archived](https://web.archive.org/web/20190331065556/https://www.forbes.com/sites/carminegallo/2016/11/12/how-steve-jobs-and-bill-gates-inspired-john-sculley-to-pursue-the-noble-cause/#9eaee3232bd5) from the original on March 31, 2019. Retrieved March 31, 2019.
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45. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer2004156%E2%80%93157_46-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer2004156%E2%80%93157_46-1) [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), pp. 156â157.
46. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-47)**
Spector, G (September 24, 1985). "Apple's Jobs Starts New Firm, Targets Education Market". *[PC Week](https://en.wikipedia.org/wiki/PC_Week "PC Week")*. p. 109.
47. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-wozemployee_48-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-wozemployee_48-1)
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48. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-49)**
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49. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTEWozniakSmith2006_50-0)** [Wozniak & Smith 2006](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFWozniakSmith2006).
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51. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer2004158%E2%80%93159_52-0)** [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), pp. 158â159.
52. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-53)**
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55. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTECarlton1997117%E2%80%93129_56-0)** [Carlton 1997](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFCarlton1997), pp. 117â129.
56. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer2004184%E2%80%93185_57-0)** [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), p. 184â185.
57. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer2004160_58-0)** [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), p. 160.
58. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer2004128_59-0)** [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), p. 128.
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60. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-61)**
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62. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-vawperforma_63-0)**
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66. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-67)**
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68. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-69)**
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Chan, Jenny (2013). ["A Suicide Survivor: The Life of a Chinese Worker"](https://osf.io/dzsa2/). *New Technology, Work and Employment*. **28** (2): 84â99\. [doi](https://en.wikipedia.org/wiki/Doi_\(identifier\) "Doi (identifier)"):[10\.1111/NTWE.12007](https://doi.org/10.1111%2FNTWE.12007). [S2CID](https://en.wikipedia.org/wiki/S2CID_\(identifier\) "S2CID (identifier)") [154463838](https://api.semanticscholar.org/CorpusID:154463838).
431. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-433)**
Chen, Michelle (April 17, 2012). ["Apple's Two Faces: Power Gaps Between Brazil and China Foxconn Workers"](https://inthesetimes.com/article/apples-two-faces-power-gaps-between-brazil-and-china-foxconn-workers). *[In These Times](https://en.wikipedia.org/wiki/In_These_Times_\(publication\) "In These Times (publication)")*. [Archived](https://web.archive.org/web/20210829002257/https://inthesetimes.com/article/apples-two-faces-power-gaps-between-brazil-and-china-foxconn-workers) from the original on August 29, 2021. Retrieved August 29, 2021.
432. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-434)**
["India: arrests made after Foxconn food poisoning protest in Chennai"](https://www.scmp.com/news/asia/south-asia/article/3160425/india-arrests-made-after-protest-over-food-poisoning-apple). *[South China Morning Post](https://en.wikipedia.org/wiki/South_China_Morning_Post "South China Morning Post")*. December 20, 2021. Retrieved December 20, 2022.
433. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-435)**
Armitage, Jim (July 30, 2013). ["'Even worse than Foxconn': Apple rocked by child labour claims"](https://www.independent.co.uk/life-style/gadgets-and-tech/even-worse-than-foxconn-apple-rocked-by-child-labour-claims-8736504.html). *[The Independent](https://en.wikipedia.org/wiki/The_Independent "The Independent")*. London.
434. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-:02_436-0)**
Perlin, Ross (2013). ["Chinese Workers Foxconned"](https://muse.jhu.edu/pub/56/article/503343). *[Dissent](https://en.wikipedia.org/wiki/Dissent_\(American_magazine\) "Dissent (American magazine)")*. **60** (2): 46â52\. [doi](https://en.wikipedia.org/wiki/Doi_\(identifier\) "Doi (identifier)"):[10\.1353/dss.2013.0024](https://doi.org/10.1353%2Fdss.2013.0024). [ISSN](https://en.wikipedia.org/wiki/ISSN_\(identifier\) "ISSN (identifier)") [1946-0910](https://search.worldcat.org/issn/1946-0910).
435. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-437)**
Xu, Vicky Xiuzhong; Cave, Danielle; Leiboid, James; Munro, Kelsey; Ruser, Nathan (February 2020). ["Uyghurs for Sale"](https://web.archive.org/web/20200824215335/https://www.aspi.org.au/report/uyghurs-sale). *[Australian Strategic Policy Institute](https://en.wikipedia.org/wiki/Australian_Strategic_Policy_Institute "Australian Strategic Policy Institute")*. Archived from [the original](https://www.aspi.org.au/report/uyghurs-sale) on August 24, 2020. Retrieved January 20, 2021.
436. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-438)**
Kelly, Annie (December 16, 2019). ["Apple and Google named in US lawsuit over Congolese child cobalt mining deaths"](https://www.theguardian.com/global-development/2019/dec/16/apple-and-google-named-in-us-lawsuit-over-congolese-child-cobalt-mining-deaths). *The Guardian*. [ISSN](https://en.wikipedia.org/wiki/ISSN_\(identifier\) "ISSN (identifier)") [0261-3077](https://search.worldcat.org/issn/0261-3077). Retrieved December 17, 2024.
437. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-439)**
Rolley, Sonia (May 22, 2024). ["Congo lawyers say they have new evidence on Apple's minerals supply chain"](https://www.reuters.com/world/africa/congo-lawyers-say-received-new-evidence-apples-minerals-supply-chain-2024-05-22/). *Reuters*. [Archived](https://web.archive.org/web/20240525181607/https://www.reuters.com/world/africa/congo-lawyers-say-received-new-evidence-apples-minerals-supply-chain-2024-05-22/) from the original on May 25, 2024. Retrieved December 17, 2024.
438. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-440)**
Imray, Gerald (April 25, 2024). ["Congo questions Apple over knowledge of conflict minerals in its supply chain"](https://apnews.com/article/apple-iphones-congo-blood-minerals-b1f20aa7bd3a3f4f8cf7fcde19c6f053). AP News. Retrieved December 17, 2024.
### Bibliography
- Carlton, Jim (1997). [*Apple: The Inside Story of Untrigue, Egomania, and Business Blunders*](https://archive.org/details/appleinsidestory00carl). New York: Random House. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-8129-2851-8](https://en.wikipedia.org/wiki/Special:BookSources/978-0-8129-2851-8 "Special:BookSources/978-0-8129-2851-8")
.
- [Hertzfeld, Andy](https://en.wikipedia.org/wiki/Andy_Hertzfeld "Andy Hertzfeld") (2004). [*Revolution in the Valley: The Insanely Great Story of How the Mac Was Made*](https://en.wikipedia.org/wiki/Revolution_in_the_Valley "Revolution in the Valley"). O'Reilly Books. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-596-00719-5](https://en.wikipedia.org/wiki/Special:BookSources/978-0-596-00719-5 "Special:BookSources/978-0-596-00719-5")
.
- Linzmayer, Owen (2004). *Apple Confidential 2.0*. No Starch Press. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-1-59327-010-0](https://en.wikipedia.org/wiki/Special:BookSources/978-1-59327-010-0 "Special:BookSources/978-1-59327-010-0")
.
- O'Grady, Jason D. (2009). *Apple Inc*. ABC-CLIO. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-313-36244-6](https://en.wikipedia.org/wiki/Special:BookSources/978-0-313-36244-6 "Special:BookSources/978-0-313-36244-6")
.
- Swaine, Michael (2014). *Fire in the Valley: The Birth and Death of the Personal Computer*. Pragmatic Bookshelf. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-1-68050-352-4](https://en.wikipedia.org/wiki/Special:BookSources/978-1-68050-352-4 "Special:BookSources/978-1-68050-352-4")
.
- [Wozniak, Steve](https://en.wikipedia.org/wiki/Steve_Wozniak "Steve Wozniak"); [Smith, Gina](https://en.wikipedia.org/wiki/Gina_Smith_\(author\) "Gina Smith (author)") (2006). [*iWoz: From Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It*](https://en.wikipedia.org/wiki/IWoz:_From_Computer_Geek_to_Cult_Icon:_How_I_Invented_the_Personal_Computer,_Co-Founded_Apple,_and_Had_Fun_Doing_It "IWoz: From Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It"). W. W. Norton & Company. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-393-06143-7](https://en.wikipedia.org/wiki/Special:BookSources/978-0-393-06143-7 "Special:BookSources/978-0-393-06143-7")
.
## Further reading
- [Amelio, Gil](https://en.wikipedia.org/wiki/Gil_Amelio "Gil Amelio"); Simon, William L. (1999). [*On the Firing Line: My 500 Days at Apple*](https://archive.org/details/onfiringlinemy5000gila). New York: Harper Business. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-88730-919-9](https://en.wikipedia.org/wiki/Special:BookSources/978-0-88730-919-9 "Special:BookSources/978-0-88730-919-9")
.
- Carlton, Jim (1998). *Apple: The Inside Story of Intrigue, Egomania and Business Blunders* (Revised ed.). Random House Business Books. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-88730-965-6](https://en.wikipedia.org/wiki/Special:BookSources/978-0-88730-965-6 "Special:BookSources/978-0-88730-965-6")
.
- Deutschman, Alan (2000). [*The Second Coming of Steve Jobs*](https://archive.org/details/secondcomingofst00deut). Broadway Books. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-7679-0432-2](https://en.wikipedia.org/wiki/Special:BookSources/978-0-7679-0432-2 "Special:BookSources/978-0-7679-0432-2")
.
- Kunkel, Paul (1997). [*AppleDesign: The Work of the Apple Industrial Design Group*](https://archive.org/details/DTCA3DOC-230_industrial_design). Graphis Incorporated. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-1-888001-25-9](https://en.wikipedia.org/wiki/Special:BookSources/978-1-888001-25-9 "Special:BookSources/978-1-888001-25-9")
.
- Lashinsky, Adam (2013). [*Inside Apple: How America's Most Admiredâand SecretiveâCompany Really Works*](https://en.wikipedia.org/wiki/Inside_Apple "Inside Apple"). Grand Central. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-1-4555-1216-4](https://en.wikipedia.org/wiki/Special:BookSources/978-1-4555-1216-4 "Special:BookSources/978-1-4555-1216-4")
.
- [Levy, Steven](https://en.wikipedia.org/wiki/Steven_Levy "Steven Levy") (2000) \[1994\]. *Insanely Great: The Life and Times of Macintosh, the Computer That Changed Everything*. New York: Penguin Books. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-14-029177-3](https://en.wikipedia.org/wiki/Special:BookSources/978-0-14-029177-3 "Special:BookSources/978-0-14-029177-3")
.
- [Pogue, David](https://en.wikipedia.org/wiki/David_Pogue "David Pogue") (2026). [*Apple: The First 50 Years*](https://www.google.com/books/edition/Apple/Epd1EQAAQBAJ?hl=en&gbpv=1) (First hardcover ed.). New York: Simon & Schuster. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-1982134594](https://en.wikipedia.org/wiki/Special:BookSources/978-1982134594 "Special:BookSources/978-1982134594")
. [OCLC](https://en.wikipedia.org/wiki/OCLC_\(identifier\) "OCLC (identifier)") [1530737212](https://search.worldcat.org/oclc/1530737212). Retrieved March 28, 2026.
- Polsson, Ken. ["Chronology of Events in the History of Microcomputers"](https://web.archive.org/web/20080602225734/http://www.microprocessor.sscc.ru/comphist). Archived from [the original](http://www.microprocessor.sscc.ru/comphist) on June 2, 2008. Retrieved August 18, 2008.
- Price, Rob (1987). *So Far: The First Ten Years of a Vision*. Apple Computer. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-1-55693-974-7](https://en.wikipedia.org/wiki/Special:BookSources/978-1-55693-974-7 "Special:BookSources/978-1-55693-974-7")
.
- Rose, Frank (1990). [*West of Eden: The End of Innocence at Apple Computer*](https://archive.org/details/westofedenendofi00rose). Penguin Books. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-14-009372-8](https://en.wikipedia.org/wiki/Special:BookSources/978-0-14-009372-8 "Special:BookSources/978-0-14-009372-8")
.
- [Sculley, John](https://en.wikipedia.org/wiki/John_Sculley "John Sculley"); Byrne, John A. (1990) \[October 1, 1987\]. *Odyssey: Pepsi to Apple ... A Journey of Adventure, Ideas and the Future*. Diane Pub. Co. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-7881-6949-6](https://en.wikipedia.org/wiki/Special:BookSources/978-0-7881-6949-6 "Special:BookSources/978-0-7881-6949-6")
.
- Young, Jeffrey S. (1988). *Steve Jobs: The Journey Is the Reward*. Lynx Books. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-1-55802-378-9](https://en.wikipedia.org/wiki/Special:BookSources/978-1-55802-378-9 "Special:BookSources/978-1-55802-378-9")
.
- Young, Jeffrey S.; Simon, William L. (2005). [*iCon Steve Jobs: The Greatest Second Act in the History of Business*](https://archive.org/details/iconstevejobsgre00jeff). John Wiley & Sons. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-471-72083-6](https://en.wikipedia.org/wiki/Special:BookSources/978-0-471-72083-6 "Special:BookSources/978-0-471-72083-6")
.
## External links
- [Official website](https://apple.com/) [](https://www.wikidata.org/wiki/Q312#P856 "Edit this at Wikidata")
- Business data for Apple Inc.:
- [Google](https://www.google.com/finance/quote/AAPL:NASDAQ)
- [Reuters](https://www.reuters.com/markets/companies/AAPL.O)
- [SEC filings](https://www.sec.gov/cgi-bin/browse-edgar?action=getcompany&CIK=320193)
- [Yahoo\!](https://finance.yahoo.com/quote/AAPL)
- [Apple Inc. companies](https://opencorporates.com/corporate_groupings/Apple) grouped at [OpenCorporates](https://en.wikipedia.org/wiki/OpenCorporates "OpenCorporates")
- [Apple Inc.](https://www.opensecrets.org/orgs/summary?id=D000021754) on [OpenSecrets](https://en.wikipedia.org/wiki/OpenSecrets "OpenSecrets"), a website that tracks and publishes data on campaign finance and lobbying [](https://www.wikidata.org/wiki/Q312#P4691 "Edit this at Wikidata")
- [Apple Inc.](https://www.britannica.com/money/Apple-Inc) at [britannica.com](https://en.wikipedia.org/wiki/Britannica.com "Britannica.com")
| [v](https://en.wikipedia.org/wiki/Template:Apple_Inc. "Template:Apple Inc.") [t](https://en.wikipedia.org/wiki/Template_talk:Apple_Inc. "Template talk:Apple Inc.") [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Apple_Inc. "Special:EditPage/Template:Apple Inc.")[Apple Inc.]() | |
|---|---|
| [History](https://en.wikipedia.org/wiki/History_of_Apple_Inc. "History of Apple Inc.") [Outline](https://en.wikipedia.org/wiki/Outline_of_Apple_Inc. "Outline of Apple Inc.") [Environment](https://en.wikipedia.org/wiki/Environmental_practices_of_Apple "Environmental practices of Apple") [Marketing](https://en.wikipedia.org/wiki/Marketing_of_Apple_Inc. "Marketing of Apple Inc.") [Supply chain](https://en.wikipedia.org/wiki/Apple_supply_chain "Apple supply chain") [Trade unions](https://en.wikipedia.org/wiki/Apple_and_unions "Apple and unions") | |
| [Products](https://en.wikipedia.org/wiki/List_of_Apple_products "List of Apple products") | |
| | |
| [Hardware](https://en.wikipedia.org/wiki/Category:Apple_Inc._hardware "Category:Apple Inc. hardware") | |
| | |
| [Mac](https://en.wikipedia.org/wiki/Mac_\(computer\) "Mac (computer)") | [iMac](https://en.wikipedia.org/wiki/IMac "IMac") *[Pro](https://en.wikipedia.org/wiki/IMac_Pro "IMac Pro")* [MacBook](https://en.wikipedia.org/wiki/MacBook "MacBook") [Air](https://en.wikipedia.org/wiki/MacBook_Air "MacBook Air") [Neo](https://en.wikipedia.org/wiki/MacBook_Neo "MacBook Neo") [Pro](https://en.wikipedia.org/wiki/MacBook_Pro "MacBook Pro") [Mini](https://en.wikipedia.org/wiki/Mac_Mini "Mac Mini") [Studio](https://en.wikipedia.org/wiki/Mac_Studio "Mac Studio") *[Pro](https://en.wikipedia.org/wiki/Mac_Pro "Mac Pro")* [Mac models](https://en.wikipedia.org/wiki/List_of_Mac_models "List of Mac models") [by CPU type](https://en.wikipedia.org/wiki/List_of_Mac_models_grouped_by_CPU_type "List of Mac models grouped by CPU type") |
| [iPod](https://en.wikipedia.org/wiki/IPod "IPod") | *[Classic](https://en.wikipedia.org/wiki/IPod_Classic "IPod Classic")* *[Mini](https://en.wikipedia.org/wiki/IPod_Mini "IPod Mini")* *[Nano](https://en.wikipedia.org/wiki/IPod_Nano "IPod Nano")* *[Shuffle](https://en.wikipedia.org/wiki/IPod_Shuffle "IPod Shuffle")* *[Touch](https://en.wikipedia.org/wiki/IPod_Touch "IPod Touch")* |
| [iPhone](https://en.wikipedia.org/wiki/IPhone "IPhone") | [Hardware](https://en.wikipedia.org/wiki/IPhone_hardware "IPhone hardware") [History](https://en.wikipedia.org/wiki/History_of_the_iPhone "History of the iPhone") [iPhone models](https://en.wikipedia.org/wiki/List_of_iPhone_models "List of iPhone models") |
| [iPad](https://en.wikipedia.org/wiki/IPad "IPad") | [Mini](https://en.wikipedia.org/wiki/IPad_Mini "IPad Mini") [Air](https://en.wikipedia.org/wiki/IPad_Air "IPad Air") [Pro](https://en.wikipedia.org/wiki/IPad_Pro "IPad Pro") [Accessories](https://en.wikipedia.org/wiki/List_of_iPad_accessories "List of iPad accessories") [iPad models](https://en.wikipedia.org/wiki/List_of_iPad_models "List of iPad models") |
| Other | [Apple SIM](https://en.wikipedia.org/wiki/Apple_SIM "Apple SIM") [AirPods](https://en.wikipedia.org/wiki/AirPods "AirPods") [Pro](https://en.wikipedia.org/wiki/AirPods_Pro "AirPods Pro") [Max](https://en.wikipedia.org/wiki/AirPods_Max "AirPods Max") [AirTag](https://en.wikipedia.org/wiki/AirTag "AirTag") [Beats](https://en.wikipedia.org/wiki/Beats_Electronics "Beats Electronics") [Pill](https://en.wikipedia.org/wiki/Beats_Pill "Beats Pill") [HomePod](https://en.wikipedia.org/wiki/HomePod "HomePod") [Mini](https://en.wikipedia.org/wiki/HomePod_Mini "HomePod Mini") [Silicon](https://en.wikipedia.org/wiki/Apple_silicon "Apple silicon") [TV](https://en.wikipedia.org/wiki/Apple_TV_\(device\) "Apple TV (device)") [Vision Pro](https://en.wikipedia.org/wiki/Apple_Vision_Pro "Apple Vision Pro") [Watch](https://en.wikipedia.org/wiki/Apple_Watch "Apple Watch") [Force Touch](https://en.wikipedia.org/wiki/Force_Touch "Force Touch") |
| [Software](https://en.wikipedia.org/wiki/List_of_software_by_Apple "List of software by Apple") | |
| | |
| [Operating systems](https://en.wikipedia.org/wiki/List_of_Apple_operating_systems "List of Apple operating systems") | [iOS](https://en.wikipedia.org/wiki/IOS "IOS") / [iPadOS](https://en.wikipedia.org/wiki/IPadOS "IPadOS") [iOS history](https://en.wikipedia.org/wiki/IOS_version_history "IOS version history") [iPadOS history](https://en.wikipedia.org/wiki/IPadOS_version_history "IPadOS version history") [Apps](https://en.wikipedia.org/wiki/List_of_built-in_iOS_apps "List of built-in iOS apps") [macOS](https://en.wikipedia.org/wiki/MacOS "MacOS") [History](https://en.wikipedia.org/wiki/MacOS_version_history "MacOS version history") [Server](https://en.wikipedia.org/wiki/MacOS_Server "MacOS Server") [Apps](https://en.wikipedia.org/wiki/List_of_built-in_macOS_apps "List of built-in macOS apps") [tvOS](https://en.wikipedia.org/wiki/TvOS "TvOS") [watchOS](https://en.wikipedia.org/wiki/WatchOS "WatchOS") [visionOS](https://en.wikipedia.org/wiki/VisionOS "VisionOS") [bridgeOS](https://en.wikipedia.org/wiki/BridgeOS "BridgeOS") [Darwin](https://en.wikipedia.org/wiki/Darwin_\(operating_system\) "Darwin (operating system)") *[Classic Mac OS](https://en.wikipedia.org/wiki/Classic_Mac_OS "Classic Mac OS")* |
| [CarPlay](https://en.wikipedia.org/wiki/CarPlay "CarPlay") [Classroom](https://en.wikipedia.org/wiki/Classroom_\(Apple\) "Classroom (Apple)") [HomeKit](https://en.wikipedia.org/wiki/HomeKit "HomeKit") [Core Foundation](https://en.wikipedia.org/wiki/Core_Foundation "Core Foundation") [Developer Tools](https://en.wikipedia.org/wiki/Apple_Developer_Tools "Apple Developer Tools") [FileMaker](https://en.wikipedia.org/wiki/FileMaker "FileMaker") [Final Cut Pro](https://en.wikipedia.org/wiki/Final_Cut_Pro "Final Cut Pro") [Compressor](https://en.wikipedia.org/wiki/Compressor_\(software\) "Compressor (software)") [Motion](https://en.wikipedia.org/wiki/Motion_\(software\) "Motion (software)") [Logic Pro](https://en.wikipedia.org/wiki/Logic_Pro "Logic Pro") [MainStage](https://en.wikipedia.org/wiki/MainStage_\(software\) "MainStage (software)") *[iLife](https://en.wikipedia.org/wiki/ILife "ILife")* [GarageBand](https://en.wikipedia.org/wiki/GarageBand "GarageBand") [iMovie](https://en.wikipedia.org/wiki/IMovie "IMovie") *[iPhoto](https://en.wikipedia.org/wiki/IPhoto "IPhoto")* [Intelligence](https://en.wikipedia.org/wiki/Apple_Intelligence "Apple Intelligence") [iTunes](https://en.wikipedia.org/wiki/ITunes "ITunes") [iWork](https://en.wikipedia.org/wiki/IWork "IWork") [Keynote](https://en.wikipedia.org/wiki/Keynote_\(presentation_software\) "Keynote (presentation software)") [Numbers](https://en.wikipedia.org/wiki/Numbers_\(spreadsheet\) "Numbers (spreadsheet)") [Pages](https://en.wikipedia.org/wiki/Pages_\(word_processor\) "Pages (word processor)") [Mail](https://en.wikipedia.org/wiki/Apple_Mail "Apple Mail") [Pixelmator Pro](https://en.wikipedia.org/wiki/Pixelmator_Pro "Pixelmator Pro") [Photomator](https://en.wikipedia.org/wiki/Photomator "Photomator") [QuickTime](https://en.wikipedia.org/wiki/QuickTime "QuickTime") [Safari](https://en.wikipedia.org/wiki/Safari_\(web_browser\) "Safari (web browser)") [SceneKit](https://en.wikipedia.org/wiki/SceneKit "SceneKit") [Shazam](https://en.wikipedia.org/wiki/Shazam_\(music_app\) "Shazam (music app)") [Siri](https://en.wikipedia.org/wiki/Siri "Siri") [Swift](https://en.wikipedia.org/wiki/Swift_\(programming_language\) "Swift (programming language)") [Xcode](https://en.wikipedia.org/wiki/Xcode "Xcode") | |
| [Services](https://en.wikipedia.org/wiki/Category:Apple_Inc._services "Category:Apple Inc. services") | |
| | |
| Financial | [Card](https://en.wikipedia.org/wiki/Apple_Card "Apple Card") [Pay](https://en.wikipedia.org/wiki/Apple_Pay "Apple Pay") [Wallet](https://en.wikipedia.org/wiki/Apple_Wallet "Apple Wallet") |
| Media | [Arcade](https://en.wikipedia.org/wiki/Apple_Arcade "Apple Arcade") [Books](https://en.wikipedia.org/wiki/Apple_Books "Apple Books") [Music](https://en.wikipedia.org/wiki/Apple_Music "Apple Music") [1](https://en.wikipedia.org/wiki/Apple_Music_1 "Apple Music 1") *[Beats Music](https://en.wikipedia.org/wiki/Beats_Music "Beats Music")* [Up Next](https://en.wikipedia.org/wiki/Apple_Music_Up_Next "Apple Music Up Next") *[Festival](https://en.wikipedia.org/wiki/Apple_Music_Festival "Apple Music Festival")* *[iTunes Radio](https://en.wikipedia.org/wiki/ITunes_Radio "ITunes Radio")* [App](https://en.wikipedia.org/wiki/Music_\(app\) "Music (app)") [News](https://en.wikipedia.org/wiki/Apple_News "Apple News") *[Newsstand](https://en.wikipedia.org/wiki/Newsstand_\(software\) "Newsstand (software)")* [Podcasts](https://en.wikipedia.org/wiki/Apple_Podcasts "Apple Podcasts") [TV](https://en.wikipedia.org/wiki/Apple_TV_app "Apple TV app") [streaming service](https://en.wikipedia.org/wiki/Apple_TV_\(streaming_service\) "Apple TV (streaming service)") [originals](https://en.wikipedia.org/wiki/List_of_Apple_TV_original_programming "List of Apple TV original programming") [MLS on Apple TV](https://en.wikipedia.org/wiki/MLS_on_Apple_TV "MLS on Apple TV") |
| Communication | [FaceTime](https://en.wikipedia.org/wiki/FaceTime "FaceTime") [Walkie-Talkie](https://en.wikipedia.org/wiki/Walkie-Talkie_\(Apple\) "Walkie-Talkie (Apple)") [iMessage](https://en.wikipedia.org/wiki/IMessage "IMessage") *[iChat](https://en.wikipedia.org/wiki/IChat "IChat")* [App](https://en.wikipedia.org/wiki/Messages_\(Apple\) "Messages (Apple)") [Invites](https://en.wikipedia.org/wiki/Apple_Invites "Apple Invites") [Game Center](https://en.wikipedia.org/wiki/Game_Center "Game Center") |
| Retail | [App Store](https://en.wikipedia.org/wiki/App_Store_\(Apple\) "App Store (Apple)") [macOS](https://en.wikipedia.org/wiki/Mac_App_Store "Mac App Store") [iTunes Store](https://en.wikipedia.org/wiki/ITunes_Store "ITunes Store") [Connect](https://en.wikipedia.org/wiki/ITunes_Connect "ITunes Connect") [Store](https://en.wikipedia.org/wiki/Apple_Store "Apple Store") [Fifth Avenue](https://en.wikipedia.org/wiki/Apple_Fifth_Avenue "Apple Fifth Avenue") [Michigan Avenue](https://en.wikipedia.org/wiki/Apple_Michigan_Avenue "Apple Michigan Avenue") [Pioneer Place](https://en.wikipedia.org/wiki/Apple_Pioneer_Place "Apple Pioneer Place") [Tower Theatre](https://en.wikipedia.org/wiki/Tower_Theatre_\(Los_Angeles\) "Tower Theatre (Los Angeles)") |
| Support | [AppleCare+](https://en.wikipedia.org/wiki/AppleCare%2B "AppleCare+") [AASP](https://en.wikipedia.org/wiki/Apple_Authorized_Service_Provider "Apple Authorized Service Provider") [Certifications](https://en.wikipedia.org/wiki/Apple_certification_programs "Apple certification programs") [Genius Bar](https://en.wikipedia.org/wiki/Genius_Bar "Genius Bar") *[ProCare](https://en.wikipedia.org/wiki/ProCare "ProCare")* *[One to One](https://en.wikipedia.org/wiki/One_to_One_\(Apple\) "One to One (Apple)")* |
| Other | [Apple Account](https://en.wikipedia.org/wiki/Apple_Account "Apple Account") (formerly *Apple ID*) [Sign in with Apple](https://en.wikipedia.org/wiki/Sign_in_with_Apple "Sign in with Apple") [One](https://en.wikipedia.org/wiki/Apple_One "Apple One") [Developer](https://en.wikipedia.org/wiki/Apple_Developer "Apple Developer") *[iAd](https://en.wikipedia.org/wiki/IAd "IAd")* [TestFlight](https://en.wikipedia.org/wiki/TestFlight "TestFlight") [WWDC](https://en.wikipedia.org/wiki/Worldwide_Developers_Conference "Worldwide Developers Conference") [iCloud](https://en.wikipedia.org/wiki/ICloud "ICloud") *[MobileMe](https://en.wikipedia.org/wiki/MobileMe "MobileMe")* [Find My](https://en.wikipedia.org/wiki/Find_My "Find My") [Fitness](https://en.wikipedia.org/wiki/Fitness_\(Apple\) "Fitness (Apple)") [Photos](https://en.wikipedia.org/wiki/Photos_\(Apple\) "Photos (Apple)") [Maps](https://en.wikipedia.org/wiki/Apple_Maps "Apple Maps") |
| Companies | |
| | |
| [Subsidiaries](https://en.wikipedia.org/wiki/Category:Apple_Inc._subsidiaries "Category:Apple Inc. subsidiaries") | [Anobit](https://en.wikipedia.org/wiki/Anobit "Anobit") [Apple IMC](https://en.wikipedia.org/wiki/Apple_IMC "Apple IMC") [Apple Studios](https://en.wikipedia.org/wiki/Apple_Studios "Apple Studios") [Beats](https://en.wikipedia.org/wiki/Beats_Electronics "Beats Electronics") [Beddit](https://en.wikipedia.org/wiki/Beddit "Beddit") [Braeburn Capital](https://en.wikipedia.org/wiki/Braeburn_Capital "Braeburn Capital") [Claris](https://en.wikipedia.org/wiki/Claris "Claris") |
| [Acquisitions](https://en.wikipedia.org/wiki/List_of_mergers_and_acquisitions_by_Apple "List of mergers and acquisitions by Apple") | [Anobit](https://en.wikipedia.org/wiki/Anobit "Anobit") [AuthenTec](https://en.wikipedia.org/wiki/AuthenTec "AuthenTec") [Beats](https://en.wikipedia.org/wiki/Beats_Electronics "Beats Electronics") [Beddit](https://en.wikipedia.org/wiki/Beddit "Beddit") [BIS Records](https://en.wikipedia.org/wiki/BIS_Records "BIS Records") [Cue](https://en.wikipedia.org/wiki/Cue_\(search_engine\) "Cue (search engine)") [EditGrid](https://en.wikipedia.org/wiki/EditGrid "EditGrid") [Emagic](https://en.wikipedia.org/wiki/Emagic "Emagic") [FingerWorks](https://en.wikipedia.org/wiki/FingerWorks "FingerWorks") [Intrinsity](https://en.wikipedia.org/wiki/Intrinsity "Intrinsity") [InVisage Technologies](https://en.wikipedia.org/wiki/InVisage_Technologies "InVisage Technologies") [The Keyboard Company](https://en.wikipedia.org/wiki/The_Keyboard_Company "The Keyboard Company") [Lala](https://en.wikipedia.org/wiki/Lala_\(website\) "Lala (website)") [Metaio](https://en.wikipedia.org/wiki/Metaio "Metaio") [NeXT](https://en.wikipedia.org/wiki/NeXT "NeXT") [Nothing Real](https://en.wikipedia.org/wiki/Nothing_Real "Nothing Real") [P.A. Semi](https://en.wikipedia.org/wiki/P.A._Semi "P.A. Semi") [Power Computing](https://en.wikipedia.org/wiki/Power_Computing_Corporation "Power Computing Corporation") [PrimeSense](https://en.wikipedia.org/wiki/PrimeSense "PrimeSense") [Shazam Entertainment Limited](https://en.wikipedia.org/wiki/Shazam_\(music_app\) "Shazam (music app)") [Siri](https://en.wikipedia.org/wiki/Siri "Siri") [Texture](https://en.wikipedia.org/wiki/Texture_\(app\) "Texture (app)") [Topsy](https://en.wikipedia.org/wiki/Topsy_Labs "Topsy Labs") |
| [Partnerships](https://en.wikipedia.org/wiki/Category:Apple_Inc._partnerships "Category:Apple Inc. partnerships") | *[AIM alliance](https://en.wikipedia.org/wiki/AIM_alliance "AIM alliance")* *[Kaleida Labs](https://en.wikipedia.org/wiki/Kaleida_Labs "Kaleida Labs")* *[Taligent](https://en.wikipedia.org/wiki/Taligent "Taligent")* [Akamai](https://en.wikipedia.org/wiki/Akamai_Technologies "Akamai Technologies") [Arm](https://en.wikipedia.org/wiki/Arm_Holdings "Arm Holdings") [DiDi](https://en.wikipedia.org/wiki/DiDi "DiDi") *[Digital Ocean](https://en.wikipedia.org/wiki/Digital_Ocean "Digital Ocean")* [Eldim](https://en.wikipedia.org/wiki/Eldim "Eldim") [iFund](https://en.wikipedia.org/wiki/IFund "IFund") [Imagination](https://en.wikipedia.org/wiki/Imagination_Technologies "Imagination Technologies") [Rockstar Consortium](https://en.wikipedia.org/wiki/Rockstar_Consortium "Rockstar Consortium") |
| [Design](https://en.wikipedia.org/wiki/Apple_Inc._design_motifs "Apple Inc. design motifs") and [marketing](https://en.wikipedia.org/wiki/Marketing_of_Apple_Inc. "Marketing of Apple Inc.") | [Advertising](https://en.wikipedia.org/wiki/Apple_Inc._advertising "Apple Inc. advertising") "[1984](https://en.wikipedia.org/wiki/1984_\(advertisement\) "1984 (advertisement)")" "[Think different](https://en.wikipedia.org/wiki/Think_different "Think different")" "[Get a Mac](https://en.wikipedia.org/wiki/Get_a_Mac "Get a Mac")" [iPod](https://en.wikipedia.org/wiki/IPod_advertising "IPod advertising") [Product Red](https://en.wikipedia.org/wiki/Product_Red "Product Red") [Events](https://en.wikipedia.org/wiki/List_of_Apple_Inc._media_events "List of Apple Inc. media events") [IDg](https://en.wikipedia.org/wiki/Apple_Industrial_Design_Group "Apple Industrial Design Group") [Typography](https://en.wikipedia.org/wiki/Typography_of_Apple_Inc. "Typography of Apple Inc.") |
| Legal issues and labour relations | [\#AppleToo](https://en.wikipedia.org/wiki/AppleToo "AppleToo") [EU tax dispute](https://en.wikipedia.org/wiki/Apple%27s_EU_tax_dispute "Apple's EU tax dispute") [Litigation](https://en.wikipedia.org/wiki/Litigation_involving_Apple_Inc. "Litigation involving Apple Inc.") [2024 US antitrust case](https://en.wikipedia.org/wiki/United_States_v._Apple_\(2024\) "United States v. Apple (2024)") [App Store antitrust case](https://en.wikipedia.org/wiki/Apple_Inc._v._Pepper "Apple Inc. v. Pepper") [Non-recruiting agreements](https://en.wikipedia.org/wiki/High-Tech_Employee_Antitrust_Litigation "High-Tech Employee Antitrust Litigation") [Price-fixing ebooks](https://en.wikipedia.org/wiki/United_States_v._Apple_\(2012\) "United States v. Apple (2012)") [FBI encryption dispute](https://en.wikipedia.org/wiki/FBI%E2%80%93Apple_encryption_dispute "FBIâApple encryption dispute") [Epic Games](https://en.wikipedia.org/wiki/Epic_Games_v._Apple "Epic Games v. Apple") [Right to repair](https://en.wikipedia.org/wiki/Right_to_repair "Right to repair") [Unions](https://en.wikipedia.org/wiki/Apple_and_unions "Apple and unions") |
| Related | [Car project](https://en.wikipedia.org/wiki/Apple_car_project "Apple car project") [Criticism](https://en.wikipedia.org/wiki/Criticism_of_Apple_Inc. "Criticism of Apple Inc.") [Community](https://en.wikipedia.org/wiki/Apple_community "Apple community") [AppleMasters](https://en.wikipedia.org/wiki/AppleMasters "AppleMasters") [Ecosystem](https://en.wikipedia.org/wiki/Apple_ecosystem "Apple ecosystem") [History](https://en.wikipedia.org/wiki/History_of_Apple_Inc. "History of Apple Inc.") [Codenames](https://en.wikipedia.org/wiki/List_of_Apple_codenames "List of Apple codenames") [Apple FileWare](https://en.wikipedia.org/wiki/Apple_FileWare "Apple FileWare") [iOS app approvals](https://en.wikipedia.org/wiki/IOS_app_approvals "IOS app approvals") Offices [Infinite Loop campus](https://en.wikipedia.org/wiki/Apple_Infinite_Loop_campus "Apple Infinite Loop campus") [Park](https://en.wikipedia.org/wiki/Apple_Park "Apple Park") [University](https://en.wikipedia.org/wiki/Apple_University "Apple University") |
| [People](https://en.wikipedia.org/wiki/Category:Apple_Inc._people "Category:Apple Inc. people") | |
| | |
| CEOs | [Michael Scott](https://en.wikipedia.org/wiki/Michael_Scott_\(Apple\) "Michael Scott (Apple)") [Mike Markkula](https://en.wikipedia.org/wiki/Mike_Markkula "Mike Markkula") [John Sculley](https://en.wikipedia.org/wiki/John_Sculley "John Sculley") [Michael Spindler](https://en.wikipedia.org/wiki/Michael_Spindler "Michael Spindler") [Gil Amelio](https://en.wikipedia.org/wiki/Gil_Amelio "Gil Amelio") [Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs") [Tim Cook](https://en.wikipedia.org/wiki/Tim_Cook "Tim Cook") |
| Board chairs | [Mike Markkula](https://en.wikipedia.org/wiki/Mike_Markkula "Mike Markkula") [Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs") [John Sculley](https://en.wikipedia.org/wiki/John_Sculley "John Sculley") [Arthur D. Levinson](https://en.wikipedia.org/wiki/Arthur_D._Levinson "Arthur D. Levinson") |
| Other executives | |
| | |
| Current | [Katherine Adams](https://en.wikipedia.org/wiki/Katherine_L._Adams "Katherine L. Adams") [Eddy Cue](https://en.wikipedia.org/wiki/Eddy_Cue "Eddy Cue") [Craig Federighi](https://en.wikipedia.org/wiki/Craig_Federighi "Craig Federighi") [Isabel Ge Mahe](https://en.wikipedia.org/wiki/Isabel_Ge_Mahe "Isabel Ge Mahe") [Greg Joswiak](https://en.wikipedia.org/wiki/Greg_Joswiak "Greg Joswiak") [Sabih Khan](https://en.wikipedia.org/wiki/Sabih_Khan "Sabih Khan") [Steve Lemay](https://en.wikipedia.org/wiki/Stephen_Lemay "Stephen Lemay") [Jennifer Newstead](https://en.wikipedia.org/wiki/Jennifer_Newstead_\(politician\) "Jennifer Newstead (politician)") [Luca Maestri](https://en.wikipedia.org/wiki/Luca_Maestri "Luca Maestri") [Deirdre O'Brien](https://en.wikipedia.org/wiki/Deirdre_O%27Brien "Deirdre O'Brien") [Kevan Parekh](https://en.wikipedia.org/wiki/Kevan_Parekh "Kevan Parekh") [Phil Schiller](https://en.wikipedia.org/wiki/Phil_Schiller "Phil Schiller") [Johny Srouji](https://en.wikipedia.org/wiki/Johny_Srouji "Johny Srouji") [John Ternus](https://en.wikipedia.org/wiki/John_Ternus "John Ternus") |
| Former | [Alan Dye](https://en.wikipedia.org/wiki/Alan_Dye "Alan Dye") [Angela Ahrendts](https://en.wikipedia.org/wiki/Angela_Ahrendts "Angela Ahrendts") [Fred D. Anderson](https://en.wikipedia.org/wiki/Fred_D._Anderson "Fred D. Anderson") [John Browett](https://en.wikipedia.org/wiki/John_Browett "John Browett") [Guerrino De Luca](https://en.wikipedia.org/wiki/Guerrino_De_Luca "Guerrino De Luca") [Paul Deneve](https://en.wikipedia.org/wiki/Paul_Deneve "Paul Deneve") [Al Eisenstat](https://en.wikipedia.org/wiki/Al_Eisenstat "Al Eisenstat") [Tony Fadell](https://en.wikipedia.org/wiki/Tony_Fadell "Tony Fadell") [Scott Forstall](https://en.wikipedia.org/wiki/Scott_Forstall "Scott Forstall") [John Giannandrea](https://en.wikipedia.org/wiki/John_Giannandrea "John Giannandrea") [Ellen Hancock](https://en.wikipedia.org/wiki/Ellen_Hancock "Ellen Hancock") [Nancy R. Heinen](https://en.wikipedia.org/wiki/Nancy_R._Heinen "Nancy R. Heinen") [Jony Ive](https://en.wikipedia.org/wiki/Jony_Ive "Jony Ive") [Lisa Jackson](https://en.wikipedia.org/wiki/Lisa_P._Jackson "Lisa P. Jackson") [Ron Johnson](https://en.wikipedia.org/wiki/Ron_Johnson_\(businessman\) "Ron Johnson (businessman)") [David Nagel](https://en.wikipedia.org/wiki/David_Nagel "David Nagel") [Peter Oppenheimer](https://en.wikipedia.org/wiki/Peter_Oppenheimer "Peter Oppenheimer") [Mark Papermaster](https://en.wikipedia.org/wiki/Mark_Papermaster "Mark Papermaster") [Dan Riccio](https://en.wikipedia.org/wiki/Dan_Riccio "Dan Riccio") [Jon Rubinstein](https://en.wikipedia.org/wiki/Jon_Rubinstein "Jon Rubinstein") [Bertrand Serlet](https://en.wikipedia.org/wiki/Bertrand_Serlet "Bertrand Serlet") [Bruce Sewell](https://en.wikipedia.org/wiki/Bruce_Sewell "Bruce Sewell") [Sina Tamaddon](https://en.wikipedia.org/wiki/Sina_Tamaddon "Sina Tamaddon") [Avie Tevanian](https://en.wikipedia.org/wiki/Avie_Tevanian "Avie Tevanian") [Steve Wozniak](https://en.wikipedia.org/wiki/Steve_Wozniak "Steve Wozniak") |
| Founders | [Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs") [Steve Wozniak](https://en.wikipedia.org/wiki/Steve_Wozniak "Steve Wozniak") [Ronald Wayne](https://en.wikipedia.org/wiki/Ronald_Wayne "Ronald Wayne") |
| *Italics* indicate discontinued products, services, or defunct companies.  [Category](https://en.wikipedia.org/wiki/Category:Apple_Inc. "Category:Apple Inc.") | |
| Apple-related navigation boxes | | |
|---|---|---|
| [v](https://en.wikipedia.org/wiki/Template:Apple_celeb "Template:Apple celeb") [t](https://en.wikipedia.org/wiki/Template_talk:Apple_celeb "Template talk:Apple celeb") [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Apple_celeb "Special:EditPage/Template:Apple celeb")Key figures in the [history of Apple Inc.](https://en.wikipedia.org/wiki/History_of_Apple_Inc. "History of Apple Inc.") | | |
| Founders | [Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs") [Steve Wozniak](https://en.wikipedia.org/wiki/Steve_Wozniak "Steve Wozniak") [Ronald Wayne](https://en.wikipedia.org/wiki/Ronald_Wayne "Ronald Wayne") | |
| CEOs | [Michael Scott](https://en.wikipedia.org/wiki/Michael_Scott_\(Apple\) "Michael Scott (Apple)") (1977â1981) [Mike Markkula](https://en.wikipedia.org/wiki/Mike_Markkula "Mike Markkula") (1981â1983) [John Sculley](https://en.wikipedia.org/wiki/John_Sculley "John Sculley") (1983â1993) [Michael Spindler](https://en.wikipedia.org/wiki/Michael_Spindler "Michael Spindler") (1993â1996) [Gil Amelio](https://en.wikipedia.org/wiki/Gil_Amelio "Gil Amelio") (1996â1997) [Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs") (1997â2011) [Tim Cook](https://en.wikipedia.org/wiki/Tim_Cook "Tim Cook") (2011âpresent) | |
| Current employees | [Katherine L. Adams](https://en.wikipedia.org/wiki/Katherine_L._Adams "Katherine L. Adams") [Tim Cook](https://en.wikipedia.org/wiki/Tim_Cook "Tim Cook") [Eddy Cue](https://en.wikipedia.org/wiki/Eddy_Cue "Eddy Cue") [Chris Espinosa](https://en.wikipedia.org/wiki/Chris_Espinosa "Chris Espinosa") [Craig Federighi](https://en.wikipedia.org/wiki/Craig_Federighi "Craig Federighi") [Dominic Giampaolo](https://en.wikipedia.org/wiki/Dominic_Giampaolo "Dominic Giampaolo") [Greg Joswiak](https://en.wikipedia.org/wiki/Greg_Joswiak "Greg Joswiak") [Luca Maestri](https://en.wikipedia.org/wiki/Luca_Maestri "Luca Maestri") [Bob Mansfield](https://en.wikipedia.org/wiki/Bob_Mansfield "Bob Mansfield") [Phil Schiller](https://en.wikipedia.org/wiki/Phil_Schiller "Phil Schiller") [Johny Srouji](https://en.wikipedia.org/wiki/Johny_Srouji "Johny Srouji") [John Ternus](https://en.wikipedia.org/wiki/John_Ternus "John Ternus") [Bud Tribble](https://en.wikipedia.org/wiki/Bud_Tribble "Bud Tribble") [Steve Wozniak](https://en.wikipedia.org/wiki/Steve_Wozniak "Steve Wozniak") | |
| Former employees | [Gil Amelio](https://en.wikipedia.org/wiki/Gil_Amelio "Gil Amelio") [Angela Ahrendts](https://en.wikipedia.org/wiki/Angela_Ahrendts "Angela Ahrendts") [Fred D. Anderson](https://en.wikipedia.org/wiki/Fred_D._Anderson "Fred D. Anderson") [Bill Atkinson](https://en.wikipedia.org/wiki/Bill_Atkinson "Bill Atkinson") [Susan Barnes](https://en.wikipedia.org/wiki/Susan_Barnes_\(computing\) "Susan Barnes (computing)") [Chrisann Brennan](https://en.wikipedia.org/wiki/Chrisann_Brennan "Chrisann Brennan") [Steve Capps](https://en.wikipedia.org/wiki/Steve_Capps "Steve Capps") [Satjiv S. Chahil](https://en.wikipedia.org/wiki/Satjiv_S._Chahil "Satjiv S. Chahil") [George Crow](https://en.wikipedia.org/wiki/George_Crow "George Crow") [Tony Fadell](https://en.wikipedia.org/wiki/Tony_Fadell "Tony Fadell") [Bill Fernandez](https://en.wikipedia.org/wiki/Bill_Fernandez "Bill Fernandez") [Scott Forstall](https://en.wikipedia.org/wiki/Scott_Forstall "Scott Forstall") [Jean-Louis Gassée](https://en.wikipedia.org/wiki/Jean-Louis_Gass%C3%A9e "Jean-Louis Gassée") [Ellen Hancock](https://en.wikipedia.org/wiki/Ellen_Hancock "Ellen Hancock") [Nancy R. Heinen](https://en.wikipedia.org/wiki/Nancy_R._Heinen "Nancy R. Heinen") [Andy Hertzfeld](https://en.wikipedia.org/wiki/Andy_Hertzfeld "Andy Hertzfeld") [Joanna Hoffman](https://en.wikipedia.org/wiki/Joanna_Hoffman "Joanna Hoffman") [Rod Holt](https://en.wikipedia.org/wiki/Rod_Holt "Rod Holt") [Bruce Horn](https://en.wikipedia.org/wiki/Bruce_Horn "Bruce Horn") [Jony Ive](https://en.wikipedia.org/wiki/Jony_Ive "Jony Ive") [Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs") [Ron Johnson](https://en.wikipedia.org/wiki/Ron_Johnson_\(businessman\) "Ron Johnson (businessman)") [Susan Kare](https://en.wikipedia.org/wiki/Susan_Kare "Susan Kare") [Guy Kawasaki](https://en.wikipedia.org/wiki/Guy_Kawasaki "Guy Kawasaki") [Alan Kay](https://en.wikipedia.org/wiki/Alan_Kay "Alan Kay") [Daniel Kottke](https://en.wikipedia.org/wiki/Daniel_Kottke "Daniel Kottke") [Chris Lattner](https://en.wikipedia.org/wiki/Chris_Lattner "Chris Lattner") [Guerrino De Luca](https://en.wikipedia.org/wiki/Guerrino_De_Luca "Guerrino De Luca") [Mike Markkula](https://en.wikipedia.org/wiki/Mike_Markkula "Mike Markkula") [David Nagel](https://en.wikipedia.org/wiki/David_Nagel "David Nagel") [Ike Nassi](https://en.wikipedia.org/wiki/Ike_Nassi "Ike Nassi") [Don Norman](https://en.wikipedia.org/wiki/Don_Norman "Don Norman") [Peter Oppenheimer](https://en.wikipedia.org/wiki/Peter_Oppenheimer "Peter Oppenheimer") [Rich Page](https://en.wikipedia.org/wiki/Rich_Page "Rich Page") [Mark Papermaster](https://en.wikipedia.org/wiki/Mark_Papermaster "Mark Papermaster") [Jef Raskin](https://en.wikipedia.org/wiki/Jef_Raskin "Jef Raskin") [Jon Rubinstein](https://en.wikipedia.org/wiki/Jon_Rubinstein "Jon Rubinstein") [Michael Scott](https://en.wikipedia.org/wiki/Michael_Scott_\(Apple\) "Michael Scott (Apple)") [John Sculley](https://en.wikipedia.org/wiki/John_Sculley "John Sculley") [Bertrand Serlet](https://en.wikipedia.org/wiki/Bertrand_Serlet "Bertrand Serlet") [Bruce Sewell](https://en.wikipedia.org/wiki/Bruce_Sewell "Bruce Sewell") [Burrell Smith](https://en.wikipedia.org/wiki/Burrell_Smith "Burrell Smith") [Michael Spindler](https://en.wikipedia.org/wiki/Michael_Spindler "Michael Spindler") [Sina Tamaddon](https://en.wikipedia.org/wiki/Sina_Tamaddon "Sina Tamaddon") [Larry Tesler](https://en.wikipedia.org/wiki/Larry_Tesler "Larry Tesler") [Avie Tevanian](https://en.wikipedia.org/wiki/Avie_Tevanian "Avie Tevanian") [Ronald Wayne](https://en.wikipedia.org/wiki/Ronald_Wayne "Ronald Wayne") [Del Yocam](https://en.wikipedia.org/wiki/Del_Yocam "Del Yocam") [John Giannandrea](https://en.wikipedia.org/wiki/John_Giannandrea "John Giannandrea") [Lisa P. Jackson](https://en.wikipedia.org/wiki/Lisa_P._Jackson "Lisa P. Jackson") [Dan Riccio](https://en.wikipedia.org/wiki/Dan_Riccio "Dan Riccio") [Jeff Williams](https://en.wikipedia.org/wiki/Jeff_Williams_\(Apple\) "Jeff Williams (Apple)") | |
| [v](https://en.wikipedia.org/wiki/Template:Apple_software "Template:Apple software") [t](https://en.wikipedia.org/wiki/Template_talk:Apple_software "Template talk:Apple software") [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Apple_software "Special:EditPage/Template:Apple software")Software by [Apple]() | | |
| [Operating systems](https://en.wikipedia.org/wiki/Template:Apple_operating_systems "Template:Apple operating systems") | [Apple DOS](https://en.wikipedia.org/wiki/Apple_DOS "Apple DOS") [Apple III (SOS)](https://en.wikipedia.org/wiki/Apple_SOS "Apple SOS") [Classic Mac OS](https://en.wikipedia.org/wiki/Classic_Mac_OS "Classic Mac OS") [Darwin](https://en.wikipedia.org/wiki/Darwin_\(operating_system\) "Darwin (operating system)") [iOS](https://en.wikipedia.org/wiki/IOS "IOS") [iPadOS](https://en.wikipedia.org/wiki/IPadOS "IPadOS") [GS/OS](https://en.wikipedia.org/wiki/Apple_GS/OS "Apple GS/OS") [Lisa OS](https://en.wikipedia.org/wiki/Apple_Lisa#Software "Apple Lisa") [macOS](https://en.wikipedia.org/wiki/MacOS "MacOS") (OS X) [MacWorks XL](https://en.wikipedia.org/wiki/MacWorks_XL "MacWorks XL") [ProDOS](https://en.wikipedia.org/wiki/Apple_ProDOS "Apple ProDOS") [tvOS](https://en.wikipedia.org/wiki/TvOS "TvOS") [visionOS](https://en.wikipedia.org/wiki/VisionOS "VisionOS") [watchOS](https://en.wikipedia.org/wiki/WatchOS "WatchOS") | |
| Consumer | [Bento](https://en.wikipedia.org/wiki/Bento_\(database\) "Bento (database)") [Clips](https://en.wikipedia.org/wiki/Clips_\(software\) "Clips (software)") [Final Cut Express](https://en.wikipedia.org/wiki/Final_Cut_Express "Final Cut Express") [Front Row](https://en.wikipedia.org/wiki/Front_Row_\(software\) "Front Row (software)") [GarageBand](https://en.wikipedia.org/wiki/GarageBand "GarageBand") [iCloud](https://en.wikipedia.org/wiki/ICloud "ICloud") [iDVD](https://en.wikipedia.org/wiki/IDVD "IDVD") [iLife](https://en.wikipedia.org/wiki/ILife "ILife") [iMovie](https://en.wikipedia.org/wiki/IMovie "IMovie") [iTunes](https://en.wikipedia.org/wiki/ITunes "ITunes") [iWork](https://en.wikipedia.org/wiki/IWork "IWork") [Keynote](https://en.wikipedia.org/wiki/Keynote_\(presentation_software\) "Keynote (presentation software)") [Pages](https://en.wikipedia.org/wiki/Pages_\(word_processor\) "Pages (word processor)") [Numbers](https://en.wikipedia.org/wiki/Numbers_\(spreadsheet\) "Numbers (spreadsheet)") [iPhoto](https://en.wikipedia.org/wiki/IPhoto "IPhoto") [Logic Express](https://en.wikipedia.org/wiki/Logic_Pro#Logic_Express "Logic Pro") [Photomator](https://en.wikipedia.org/wiki/Pixelmator#Photomator "Pixelmator") [Pixelmator](https://en.wikipedia.org/wiki/Pixelmator "Pixelmator") [Classic](https://en.wikipedia.org/wiki/Pixelmator_Classic "Pixelmator Classic") [Pro](https://en.wikipedia.org/wiki/Pixelmator_Pro "Pixelmator Pro") | |
| Professional | [Aperture](https://en.wikipedia.org/wiki/Aperture_\(software\) "Aperture (software)") [Apple Media Tool](https://en.wikipedia.org/wiki/Apple_Media_Tool "Apple Media Tool") [Apple Qmaster](https://en.wikipedia.org/wiki/Apple_Qmaster "Apple Qmaster") [Color](https://en.wikipedia.org/wiki/Color_\(software\) "Color (software)") [DVD Studio Pro](https://en.wikipedia.org/wiki/DVD_Studio_Pro "DVD Studio Pro") [FileMaker](https://en.wikipedia.org/wiki/FileMaker "FileMaker") [Final Cut Pro](https://en.wikipedia.org/wiki/Final_Cut_Pro "Final Cut Pro") [Motion](https://en.wikipedia.org/wiki/Motion_\(software\) "Motion (software)") [Compressor](https://en.wikipedia.org/wiki/Compressor_\(software\) "Compressor (software)") [Final Cut Studio](https://en.wikipedia.org/wiki/Final_Cut_Studio "Final Cut Studio") [Cinema Tools](https://en.wikipedia.org/wiki/Cinema_Tools "Cinema Tools") [Logic Studio](https://en.wikipedia.org/wiki/Logic_Studio "Logic Studio") [Logic Pro](https://en.wikipedia.org/wiki/Logic_Pro "Logic Pro") [MacProject](https://en.wikipedia.org/wiki/MacProject "MacProject") [MacTerminal](https://en.wikipedia.org/wiki/MacTerminal "MacTerminal") [MainStage](https://en.wikipedia.org/wiki/MainStage_\(software\) "MainStage (software)") [Shake](https://en.wikipedia.org/wiki/Shake_\(software\) "Shake (software)") [Soundtrack Pro](https://en.wikipedia.org/wiki/Soundtrack_Pro "Soundtrack Pro") | |
| [Creator Studio](https://en.wikipedia.org/wiki/Apple_Creator_Studio "Apple Creator Studio") | [Final Cut Pro](https://en.wikipedia.org/wiki/Final_Cut_Pro "Final Cut Pro") [Motion](https://en.wikipedia.org/wiki/Motion_\(software\) "Motion (software)") [Compressor](https://en.wikipedia.org/wiki/Compressor_\(software\) "Compressor (software)") [Logic Pro](https://en.wikipedia.org/wiki/Logic_Pro "Logic Pro") [MainStage](https://en.wikipedia.org/wiki/MainStage_\(software\) "MainStage (software)") [Pixelmator Pro](https://en.wikipedia.org/wiki/Pixelmator_Pro "Pixelmator Pro") [Keynote](https://en.wikipedia.org/wiki/Keynote_\(presentation_software\) "Keynote (presentation software)") [Pages](https://en.wikipedia.org/wiki/Pages_\(word_processor\) "Pages (word processor)") [Numbers](https://en.wikipedia.org/wiki/Numbers_\(spreadsheet\) "Numbers (spreadsheet)") [Freeform](https://en.wikipedia.org/wiki/Freeform_\(Apple\) "Freeform (Apple)") | |
| Education | [Classroom](https://en.wikipedia.org/wiki/Classroom_\(Apple\) "Classroom (Apple)") | |
| Bundled | [AppleWorks](https://en.wikipedia.org/wiki/AppleWorks "AppleWorks") [Books](https://en.wikipedia.org/wiki/Apple_Books "Apple Books") [Calendar](https://en.wikipedia.org/wiki/Calendar_\(Apple\) "Calendar (Apple)") [Contacts](https://en.wikipedia.org/wiki/Contacts_\(Apple\) "Contacts (Apple)") [Mail](https://en.wikipedia.org/wiki/Apple_Mail "Apple Mail") [Messages](https://en.wikipedia.org/wiki/Messages_\(Apple\) "Messages (Apple)") [FaceTime](https://en.wikipedia.org/wiki/FaceTime "FaceTime") [MacDraw](https://en.wikipedia.org/wiki/MacDraw "MacDraw") [MacPaint](https://en.wikipedia.org/wiki/MacPaint "MacPaint") [MacWrite](https://en.wikipedia.org/wiki/MacWrite "MacWrite") [Music](https://en.wikipedia.org/wiki/Music_\(app\) "Music (app)") [Passwords](https://en.wikipedia.org/wiki/Passwords_\(Apple\) "Passwords (Apple)") [Photo Booth](https://en.wikipedia.org/wiki/Photo_Booth "Photo Booth") [Photos](https://en.wikipedia.org/wiki/Photos_\(Apple\) "Photos (Apple)") [Podcasts](https://en.wikipedia.org/wiki/Apple_Podcasts "Apple Podcasts") [Safari](https://en.wikipedia.org/wiki/Safari_\(web_browser\) "Safari (web browser)") [TextEdit](https://en.wikipedia.org/wiki/TextEdit "TextEdit") | |
| Server | [Apple Remote Desktop](https://en.wikipedia.org/wiki/Apple_Remote_Desktop "Apple Remote Desktop") [FoundationDB](https://en.wikipedia.org/wiki/FoundationDB "FoundationDB") [macOS Server](https://en.wikipedia.org/wiki/Mac_OS_X_Server "Mac OS X Server") [WebObjects](https://en.wikipedia.org/wiki/WebObjects "WebObjects") [Xgrid](https://en.wikipedia.org/wiki/Xgrid "Xgrid") [Xsan](https://en.wikipedia.org/wiki/Xsan "Xsan") | |
| [Developer](https://en.wikipedia.org/wiki/Apple_Developer_Tools "Apple Developer Tools") | [HyperCard](https://en.wikipedia.org/wiki/HyperCard "HyperCard") [iBooks Author](https://en.wikipedia.org/wiki/Apple_Books#iBooks_Author "Apple Books") [Instruments](https://en.wikipedia.org/wiki/Instruments_\(software\) "Instruments (software)") [Interface Builder](https://en.wikipedia.org/wiki/Interface_Builder "Interface Builder") [Quartz Composer](https://en.wikipedia.org/wiki/Quartz_Composer "Quartz Composer") [ResEdit](https://en.wikipedia.org/wiki/ResEdit "ResEdit") [Swift](https://en.wikipedia.org/wiki/Swift_\(programming_language\) "Swift (programming language)") [Xcode](https://en.wikipedia.org/wiki/Xcode "Xcode") | |
| Internet | [.Mac](https://en.wikipedia.org/wiki/MobileMe#.Mac "MobileMe") [Dashcode](https://en.wikipedia.org/wiki/Dashcode "Dashcode") [iAd Producer](https://en.wikipedia.org/wiki/IAd_Producer "IAd Producer") [iChat](https://en.wikipedia.org/wiki/IChat "IChat") [iWeb](https://en.wikipedia.org/wiki/IWeb "IWeb") [MobileMe](https://en.wikipedia.org/wiki/MobileMe "MobileMe") | |
| on [Windows](https://en.wikipedia.org/wiki/Microsoft_Windows "Microsoft Windows") | [AirPort Utility](https://en.wikipedia.org/wiki/List_of_built-in_macOS_apps#AirPort_Utility "List of built-in macOS apps") [AppleWorks](https://en.wikipedia.org/wiki/AppleWorks "AppleWorks") [Bonjour](https://en.wikipedia.org/wiki/Bonjour_\(software\) "Bonjour (software)") [Boot Camp](https://en.wikipedia.org/wiki/Boot_Camp_\(software\) "Boot Camp (software)") [iCloud](https://en.wikipedia.org/wiki/ICloud "ICloud") [iTunes](https://en.wikipedia.org/wiki/ITunes "ITunes") [MobileMe](https://en.wikipedia.org/wiki/MobileMe "MobileMe") [QuickTime](https://en.wikipedia.org/wiki/QuickTime "QuickTime") [Software Update](https://en.wikipedia.org/wiki/List_of_built-in_macOS_apps#Software_Update "List of built-in macOS apps") | |
| [List of Apple II application software](https://en.wikipedia.org/wiki/List_of_Apple_II_application_software "List of Apple II application software") âą [List of Mac software](https://en.wikipedia.org/wiki/List_of_Mac_software "List of Mac software") âą [List of Classic Mac OS software](https://en.wikipedia.org/wiki/List_of_Classic_Mac_OS_software "List of Classic Mac OS software") | | |
| [v](https://en.wikipedia.org/wiki/Template:Steve_Jobs "Template:Steve Jobs") [t](https://en.wikipedia.org/wiki/Template_talk:Steve_Jobs "Template talk:Steve Jobs") [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Steve_Jobs "Special:EditPage/Template:Steve Jobs")[Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs") | | |
| Career | [Timeline](https://en.wikipedia.org/wiki/Timeline_of_Steve_Jobs_media "Timeline of Steve Jobs media") [Apple Computer]() [history](https://en.wikipedia.org/wiki/History_of_Apple_Inc.#1975%E2%80%931985:_Jobs_and_Wozniak "History of Apple Inc.") [Macintosh](https://en.wikipedia.org/wiki/Macintosh#History "Macintosh") [NeXT](https://en.wikipedia.org/wiki/NeXT "NeXT") [Pixar](https://en.wikipedia.org/wiki/Pixar "Pixar") [Return to Apple](https://en.wikipedia.org/wiki/Steve_Jobs#Return_to_Apple "Steve Jobs") "[Thoughts on Flash](https://en.wikipedia.org/wiki/Thoughts_on_Flash "Thoughts on Flash")" | [](https://en.wikipedia.org/wiki/File:Steve_Jobs_Headshot_2010-CROP.jpg) |
| Legacy | [Depictions](https://en.wikipedia.org/wiki/List_of_depictions_of_Steve_Jobs "List of depictions of Steve Jobs") [Honors and public recognition](https://en.wikipedia.org/wiki/Steve_Jobs#Honors_and_awards "Steve Jobs") | |
| Books about | *[The Little Kingdom](https://en.wikipedia.org/wiki/The_Little_Kingdom "The Little Kingdom")* (1984) *[The Second Coming of Steve Jobs](https://en.wikipedia.org/wiki/The_Second_Coming_of_Steve_Jobs "The Second Coming of Steve Jobs")* (2000) *[iCon](https://en.wikipedia.org/wiki/ICon "ICon")* (2005) *[Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs_\(book\) "Steve Jobs (book)")* (2011) *[The Bite in the Apple](https://en.wikipedia.org/wiki/The_Bite_in_the_Apple "The Bite in the Apple")* (2013) *[Becoming Steve Jobs](https://en.wikipedia.org/wiki/Becoming_Steve_Jobs "Becoming Steve Jobs")* (2015) *[Designed by Apple in California](https://en.wikipedia.org/wiki/Designed_by_Apple_in_California "Designed by Apple in California")* (2016) *[Small Fry](https://en.wikipedia.org/wiki/Small_Fry_\(memoir\) "Small Fry (memoir)")* (2018) *[Make Something Wonderful](https://en.wikipedia.org/wiki/Make_Something_Wonderful "Make Something Wonderful")* (2023) | |
| Films about | *[Triumph of the Nerds](https://en.wikipedia.org/wiki/Triumph_of_the_Nerds "Triumph of the Nerds")* (1996) *[Pirates of Silicon Valley](https://en.wikipedia.org/wiki/Pirates_of_Silicon_Valley "Pirates of Silicon Valley")* (1999) *[Steve Jobs: The Lost Interview](https://en.wikipedia.org/wiki/Steve_Jobs:_The_Lost_Interview "Steve Jobs: The Lost Interview")* (2012) *[ISteve](https://en.wikipedia.org/wiki/ISteve "ISteve")* (2013) *[Jobs](https://en.wikipedia.org/wiki/Jobs_\(film\) "Jobs (film)")* (2013) *[Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs_\(film\) "Steve Jobs (film)")* (2015) *[Steve Jobs: The Man in the Machine](https://en.wikipedia.org/wiki/Steve_Jobs:_The_Man_in_the_Machine "Steve Jobs: The Man in the Machine")* (2015) | |
| Family | [Laurene Powell Jobs](https://en.wikipedia.org/wiki/Laurene_Powell_Jobs "Laurene Powell Jobs") (wife) [Mona Simpson](https://en.wikipedia.org/wiki/Mona_Simpson "Mona Simpson") (sister) [Chrisann Brennan](https://en.wikipedia.org/wiki/Chrisann_Brennan "Chrisann Brennan") (mother of his first child) [Lisa Brennan-Jobs](https://en.wikipedia.org/wiki/Lisa_Brennan-Jobs "Lisa Brennan-Jobs") (daughter) [Eve Jobs](https://en.wikipedia.org/wiki/Eve_Jobs "Eve Jobs") (daughter) [Reed Jobs](https://en.wikipedia.org/wiki/Reed_Jobs "Reed Jobs") (son) | |
| Related | [Stevenote](https://en.wikipedia.org/wiki/Stevenote "Stevenote") [Reality distortion field](https://en.wikipedia.org/wiki/Reality_distortion_field "Reality distortion field") [Jackling House](https://en.wikipedia.org/wiki/Jackling_House "Jackling House") *[The (R)evolution of Steve Jobs](https://en.wikipedia.org/wiki/The_\(R\)evolution_of_Steve_Jobs "The (R)evolution of Steve Jobs")* [Seva Foundation](https://en.wikipedia.org/wiki/Seva_Foundation "Seva Foundation") *[The Son of a Migrant from Syria](https://en.wikipedia.org/wiki/The_Son_of_a_Migrant_from_Syria "The Son of a Migrant from Syria")* (2015 mural) [*Venus* yacht](https://en.wikipedia.org/wiki/Venus_\(yacht\) "Venus (yacht)") [*1984* commercial](https://en.wikipedia.org/wiki/1984_\(advertisement\) "1984 (advertisement)") [Think different](https://en.wikipedia.org/wiki/Think_different "Think different") [Steve Wozniak](https://en.wikipedia.org/wiki/Steve_Wozniak "Steve Wozniak") | |
| [v](https://en.wikipedia.org/wiki/Template:Nasdaq-100 "Template:Nasdaq-100") [t](https://en.wikipedia.org/wiki/Template_talk:Nasdaq-100 "Template talk:Nasdaq-100") [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Nasdaq-100 "Special:EditPage/Template:Nasdaq-100")Companies of the [Nasdaq-100](https://en.wikipedia.org/wiki/Nasdaq-100 "Nasdaq-100") index | | |
| [Adobe](https://en.wikipedia.org/wiki/Adobe_Inc. "Adobe Inc.") [ADP](https://en.wikipedia.org/wiki/ADP_\(company\) "ADP (company)") [AMD](https://en.wikipedia.org/wiki/AMD "AMD") [Airbnb](https://en.wikipedia.org/wiki/Airbnb "Airbnb") [Alnylam Pharmaceuticals](https://en.wikipedia.org/wiki/Alnylam_Pharmaceuticals "Alnylam Pharmaceuticals") [Alphabet](https://en.wikipedia.org/wiki/Alphabet_Inc. "Alphabet Inc.") [Amazon](https://en.wikipedia.org/wiki/Amazon_\(company\) "Amazon (company)") [AEP](https://en.wikipedia.org/wiki/American_Electric_Power "American Electric Power") [Amgen](https://en.wikipedia.org/wiki/Amgen "Amgen") [Analog Devices](https://en.wikipedia.org/wiki/Analog_Devices "Analog Devices") [Apple]() [Applied Materials](https://en.wikipedia.org/wiki/Applied_Materials "Applied Materials") [AppLovin](https://en.wikipedia.org/wiki/AppLovin "AppLovin") [Arm](https://en.wikipedia.org/wiki/Arm_Holdings "Arm Holdings") [ASML](https://en.wikipedia.org/wiki/ASML_Holding "ASML Holding") [Atlassian](https://en.wikipedia.org/wiki/Atlassian "Atlassian") [Autodesk](https://en.wikipedia.org/wiki/Autodesk "Autodesk") [Axon](https://en.wikipedia.org/wiki/Axon_Enterprise "Axon Enterprise") [Baker Hughes](https://en.wikipedia.org/wiki/Baker_Hughes "Baker Hughes") [Booking Holdings](https://en.wikipedia.org/wiki/Booking_Holdings "Booking Holdings") [Broadcom](https://en.wikipedia.org/wiki/Broadcom "Broadcom") [Cadence](https://en.wikipedia.org/wiki/Cadence_Design_Systems "Cadence Design Systems") [Charter Communications](https://en.wikipedia.org/wiki/Charter_Communications "Charter Communications") [Cintas](https://en.wikipedia.org/wiki/Cintas "Cintas") [Cisco](https://en.wikipedia.org/wiki/Cisco "Cisco") [Coca-Cola Europacific Partners](https://en.wikipedia.org/wiki/Coca-Cola_Europacific_Partners "Coca-Cola Europacific Partners") [Cognizant](https://en.wikipedia.org/wiki/Cognizant "Cognizant") [Comcast](https://en.wikipedia.org/wiki/Comcast "Comcast") [Constellation Energy](https://en.wikipedia.org/wiki/Constellation_Energy "Constellation Energy") [Copart](https://en.wikipedia.org/wiki/Copart "Copart") [CoStar](https://en.wikipedia.org/wiki/CoStar_Group "CoStar Group") [Costco](https://en.wikipedia.org/wiki/Costco "Costco") [CrowdStrike](https://en.wikipedia.org/wiki/CrowdStrike "CrowdStrike") [CSX](https://en.wikipedia.org/wiki/CSX_Corporation "CSX Corporation") [Datadog](https://en.wikipedia.org/wiki/Datadog "Datadog") [Dexcom](https://en.wikipedia.org/wiki/Dexcom "Dexcom") [Diamondback Energy](https://en.wikipedia.org/wiki/Diamondback_Energy "Diamondback Energy") [DoorDash](https://en.wikipedia.org/wiki/DoorDash "DoorDash") [Electronic Arts](https://en.wikipedia.org/wiki/Electronic_Arts "Electronic Arts") [Exelon](https://en.wikipedia.org/wiki/Exelon "Exelon") [Fastenal](https://en.wikipedia.org/wiki/Fastenal "Fastenal") [Ferrovial](https://en.wikipedia.org/wiki/Ferrovial "Ferrovial") [Fortinet](https://en.wikipedia.org/wiki/Fortinet "Fortinet") [GE HealthCare](https://en.wikipedia.org/wiki/GE_HealthCare "GE HealthCare") [Gilead](https://en.wikipedia.org/wiki/Gilead_Sciences "Gilead Sciences") [Honeywell](https://en.wikipedia.org/wiki/Honeywell "Honeywell") [Idexx Laboratories](https://en.wikipedia.org/wiki/Idexx_Laboratories "Idexx Laboratories") [Insmed](https://en.wikipedia.org/w/index.php?title=Insmed&action=edit&redlink=1 "Insmed (page does not exist)") [Intel](https://en.wikipedia.org/wiki/Intel "Intel") [Intuit](https://en.wikipedia.org/wiki/Intuit "Intuit") [Intuitive Surgical](https://en.wikipedia.org/wiki/Intuitive_Surgical "Intuitive Surgical") [Keurig Dr Pepper](https://en.wikipedia.org/wiki/Keurig_Dr_Pepper "Keurig Dr Pepper") [KLA](https://en.wikipedia.org/wiki/KLA_Corporation "KLA Corporation") [Kraft Heinz](https://en.wikipedia.org/wiki/Kraft_Heinz "Kraft Heinz") [Lam Research](https://en.wikipedia.org/wiki/Lam_Research "Lam Research") [Linde](https://en.wikipedia.org/wiki/Linde_plc "Linde plc") [Marriott International](https://en.wikipedia.org/wiki/Marriott_International "Marriott International") [Marvell](https://en.wikipedia.org/wiki/Marvell_Technology "Marvell Technology") [Mercado Libre](https://en.wikipedia.org/wiki/Mercado_Libre "Mercado Libre") [Meta](https://en.wikipedia.org/wiki/Meta_Platforms "Meta Platforms") [Microchip](https://en.wikipedia.org/wiki/Microchip_Technology "Microchip Technology") [Micron](https://en.wikipedia.org/wiki/Micron_Technology "Micron Technology") [Microsoft](https://en.wikipedia.org/wiki/Microsoft "Microsoft") [MicroStrategy](https://en.wikipedia.org/wiki/MicroStrategy "MicroStrategy") [Mondelez International](https://en.wikipedia.org/wiki/Mondelez_International "Mondelez International") [Monolithic Power Systems](https://en.wikipedia.org/wiki/Monolithic_Power_Systems "Monolithic Power Systems") [Monster Beverage](https://en.wikipedia.org/wiki/Monster_Beverage "Monster Beverage") [Netflix](https://en.wikipedia.org/wiki/Netflix,_Inc. "Netflix, Inc.") [Nvidia](https://en.wikipedia.org/wiki/Nvidia "Nvidia") [NXP](https://en.wikipedia.org/wiki/NXP_Semiconductors "NXP Semiconductors") [O'Reilly Auto Parts](https://en.wikipedia.org/wiki/O%27Reilly_Auto_Parts "O'Reilly Auto Parts") [Old Dominion](https://en.wikipedia.org/wiki/Old_Dominion_Freight_Line "Old Dominion Freight Line") [Paccar](https://en.wikipedia.org/wiki/Paccar "Paccar") [Palantir](https://en.wikipedia.org/wiki/Palantir "Palantir") [Palo Alto Networks](https://en.wikipedia.org/wiki/Palo_Alto_Networks "Palo Alto Networks") [Paychex](https://en.wikipedia.org/wiki/Paychex "Paychex") [PayPal](https://en.wikipedia.org/wiki/PayPal "PayPal") [PDD Holdings](https://en.wikipedia.org/wiki/Pinduoduo "Pinduoduo") [PepsiCo](https://en.wikipedia.org/wiki/PepsiCo "PepsiCo") [Qualcomm](https://en.wikipedia.org/wiki/Qualcomm "Qualcomm") [Regeneron](https://en.wikipedia.org/wiki/Regeneron_Pharmaceuticals "Regeneron Pharmaceuticals") [Roper Technologies](https://en.wikipedia.org/wiki/Roper_Technologies "Roper Technologies") [Ross Stores](https://en.wikipedia.org/wiki/Ross_Stores "Ross Stores") [Seagate Technology](https://en.wikipedia.org/wiki/Seagate_Technology "Seagate Technology") [Shopify](https://en.wikipedia.org/wiki/Shopify "Shopify") [Starbucks](https://en.wikipedia.org/wiki/Starbucks "Starbucks") [Synopsys](https://en.wikipedia.org/wiki/Synopsys "Synopsys") [Take-Two Interactive](https://en.wikipedia.org/wiki/Take-Two_Interactive "Take-Two Interactive") [T-Mobile US](https://en.wikipedia.org/wiki/T-Mobile_US "T-Mobile US") [Tesla](https://en.wikipedia.org/wiki/Tesla,_Inc. "Tesla, Inc.") [Texas Instruments](https://en.wikipedia.org/wiki/Texas_Instruments "Texas Instruments") [Thomson Reuters](https://en.wikipedia.org/wiki/Thomson_Reuters "Thomson Reuters") [Verisk](https://en.wikipedia.org/wiki/Verisk_Analytics "Verisk Analytics") [Vertex](https://en.wikipedia.org/wiki/Vertex_Pharmaceuticals "Vertex Pharmaceuticals") [Walmart](https://en.wikipedia.org/wiki/Walmart "Walmart") [Warner Bros. Discovery](https://en.wikipedia.org/wiki/Warner_Bros._Discovery "Warner Bros. Discovery") [Western Digital](https://en.wikipedia.org/wiki/Western_Digital "Western Digital") [Workday](https://en.wikipedia.org/wiki/Workday,_Inc. "Workday, Inc.") [Xcel Energy](https://en.wikipedia.org/wiki/Xcel_Energy "Xcel Energy") [Zscaler](https://en.wikipedia.org/wiki/Zscaler "Zscaler") | | |
| [v](https://en.wikipedia.org/wiki/Template:Dow_Jones_Industrial_Average_companies "Template:Dow Jones Industrial Average companies") [t](https://en.wikipedia.org/wiki/Template_talk:Dow_Jones_Industrial_Average_companies "Template talk:Dow Jones Industrial Average companies") [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Dow_Jones_Industrial_Average_companies "Special:EditPage/Template:Dow Jones Industrial Average companies")Components of the [Dow Jones Industrial Average](https://en.wikipedia.org/wiki/Dow_Jones_Industrial_Average "Dow Jones Industrial Average") | | |
| [3M](https://en.wikipedia.org/wiki/3M "3M") [Amazon](https://en.wikipedia.org/wiki/Amazon_\(company\) "Amazon (company)") [American Express](https://en.wikipedia.org/wiki/American_Express "American Express") [Amgen](https://en.wikipedia.org/wiki/Amgen "Amgen") [Apple]() [Boeing](https://en.wikipedia.org/wiki/Boeing "Boeing") [Caterpillar](https://en.wikipedia.org/wiki/Caterpillar_Inc. "Caterpillar Inc.") [Chevron](https://en.wikipedia.org/wiki/Chevron_Corporation "Chevron Corporation") [Cisco](https://en.wikipedia.org/wiki/Cisco "Cisco") [Coca-Cola](https://en.wikipedia.org/wiki/The_Coca-Cola_Company "The Coca-Cola Company") [Disney](https://en.wikipedia.org/wiki/The_Walt_Disney_Company "The Walt Disney Company") [Goldman Sachs](https://en.wikipedia.org/wiki/Goldman_Sachs "Goldman Sachs") [Home Depot](https://en.wikipedia.org/wiki/Home_Depot "Home Depot") [Honeywell](https://en.wikipedia.org/wiki/Honeywell "Honeywell") [IBM](https://en.wikipedia.org/wiki/IBM "IBM") [Johnson & Johnson](https://en.wikipedia.org/wiki/Johnson_%26_Johnson "Johnson & Johnson") [JPMorgan Chase](https://en.wikipedia.org/wiki/JPMorgan_Chase "JPMorgan Chase") [McDonald's](https://en.wikipedia.org/wiki/McDonald%27s "McDonald's") [Merck](https://en.wikipedia.org/wiki/Merck_%26_Co. "Merck & Co.") [Microsoft](https://en.wikipedia.org/wiki/Microsoft "Microsoft") [Nike](https://en.wikipedia.org/wiki/Nike,_Inc. "Nike, Inc.") [Nvidia](https://en.wikipedia.org/wiki/Nvidia "Nvidia") [Procter & Gamble](https://en.wikipedia.org/wiki/Procter_%26_Gamble "Procter & Gamble") [Salesforce](https://en.wikipedia.org/wiki/Salesforce "Salesforce") [Sherwin-Williams](https://en.wikipedia.org/wiki/Sherwin-Williams "Sherwin-Williams") [Travelers](https://en.wikipedia.org/wiki/The_Travelers_Companies "The Travelers Companies") [UnitedHealth](https://en.wikipedia.org/wiki/UnitedHealth_Group "UnitedHealth Group") [Verizon](https://en.wikipedia.org/wiki/Verizon "Verizon") [Visa](https://en.wikipedia.org/wiki/Visa_Inc. "Visa Inc.") [Walmart](https://en.wikipedia.org/wiki/Walmart "Walmart") | | |
| [v](https://en.wikipedia.org/wiki/Template:S%26P_500_companies "Template:S&P 500 companies") [t](https://en.wikipedia.org/wiki/Template_talk:S%26P_500_companies "Template talk:S&P 500 companies") [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:S%26P_500_companies "Special:EditPage/Template:S&P 500 companies")[S\&P 500 companies](https://en.wikipedia.org/wiki/List_of_S%26P_500_companies "List of S&P 500 companies") | | |
| Energy | [APA Corporation](https://en.wikipedia.org/wiki/APA_Corporation "APA Corporation") [Baker Hughes](https://en.wikipedia.org/wiki/Baker_Hughes "Baker Hughes") [Chevron Corporation](https://en.wikipedia.org/wiki/Chevron_Corporation "Chevron Corporation") [ConocoPhillips](https://en.wikipedia.org/wiki/ConocoPhillips "ConocoPhillips") [Coterra](https://en.wikipedia.org/wiki/Coterra "Coterra") [Devon Energy](https://en.wikipedia.org/wiki/Devon_Energy "Devon Energy") [Diamondback Energy](https://en.wikipedia.org/wiki/Diamondback_Energy "Diamondback Energy") [EOG Resources](https://en.wikipedia.org/wiki/EOG_Resources "EOG Resources") [EQT Corporation](https://en.wikipedia.org/wiki/EQT_Corporation "EQT Corporation") [Expand Energy](https://en.wikipedia.org/wiki/Expand_Energy "Expand Energy") [ExxonMobil](https://en.wikipedia.org/wiki/ExxonMobil "ExxonMobil") [Halliburton](https://en.wikipedia.org/wiki/Halliburton "Halliburton") [Kinder Morgan](https://en.wikipedia.org/wiki/Kinder_Morgan "Kinder Morgan") [Marathon Petroleum](https://en.wikipedia.org/wiki/Marathon_Petroleum "Marathon Petroleum") [Occidental Petroleum](https://en.wikipedia.org/wiki/Occidental_Petroleum "Occidental Petroleum") [Oneok](https://en.wikipedia.org/wiki/Oneok "Oneok") [Phillips 66](https://en.wikipedia.org/wiki/Phillips_66 "Phillips 66") [SLB](https://en.wikipedia.org/wiki/SLB "SLB") [Targa Resources](https://en.wikipedia.org/wiki/Targa_Resources "Targa Resources") [Texas Pacific Land Corporation](https://en.wikipedia.org/wiki/Texas_Pacific_Land_Corporation "Texas Pacific Land Corporation") [Valero Energy](https://en.wikipedia.org/wiki/Valero_Energy "Valero Energy") [Williams Companies](https://en.wikipedia.org/wiki/Williams_Companies "Williams Companies") | |
| Materials | [Air Products](https://en.wikipedia.org/wiki/Air_Products "Air Products") [Albemarle Corporation](https://en.wikipedia.org/wiki/Albemarle_Corporation "Albemarle Corporation") [Amcor](https://en.wikipedia.org/wiki/Amcor "Amcor") [Avery Dennison](https://en.wikipedia.org/wiki/Avery_Dennison "Avery Dennison") [Ball Corporation](https://en.wikipedia.org/wiki/Ball_Corporation "Ball Corporation") [CF Industries](https://en.wikipedia.org/wiki/CF_Industries "CF Industries") [Corteva](https://en.wikipedia.org/wiki/Corteva "Corteva") [CRH plc](https://en.wikipedia.org/wiki/CRH_plc "CRH plc") [Dow Chemical Company](https://en.wikipedia.org/wiki/Dow_Chemical_Company "Dow Chemical Company") [DuPont](https://en.wikipedia.org/wiki/DuPont "DuPont") [Ecolab](https://en.wikipedia.org/wiki/Ecolab "Ecolab") [Freeport-McMoRan](https://en.wikipedia.org/wiki/Freeport-McMoRan "Freeport-McMoRan") [International Flavors & Fragrances](https://en.wikipedia.org/wiki/International_Flavors_%26_Fragrances "International Flavors & Fragrances") [International Paper](https://en.wikipedia.org/wiki/International_Paper "International Paper") [Linde plc](https://en.wikipedia.org/wiki/Linde_plc "Linde plc") [LyondellBasell](https://en.wikipedia.org/wiki/LyondellBasell "LyondellBasell") [Martin Marietta Materials](https://en.wikipedia.org/wiki/Martin_Marietta_Materials "Martin Marietta Materials") [Newmont](https://en.wikipedia.org/wiki/Newmont "Newmont") [Nucor](https://en.wikipedia.org/wiki/Nucor "Nucor") [Packaging Corporation of America](https://en.wikipedia.org/wiki/Packaging_Corporation_of_America "Packaging Corporation of America") [PPG Industries](https://en.wikipedia.org/wiki/PPG_Industries "PPG Industries") [Sherwin-Williams](https://en.wikipedia.org/wiki/Sherwin-Williams "Sherwin-Williams") [Smurfit Westrock](https://en.wikipedia.org/wiki/Smurfit_Westrock "Smurfit Westrock") [Steel Dynamics](https://en.wikipedia.org/wiki/Steel_Dynamics "Steel Dynamics") [Vulcan Materials Company](https://en.wikipedia.org/wiki/Vulcan_Materials_Company "Vulcan Materials Company") | |
| Industrials | [3M](https://en.wikipedia.org/wiki/3M "3M") [A. O. Smith](https://en.wikipedia.org/wiki/A._O._Smith "A. O. Smith") [Allegion](https://en.wikipedia.org/wiki/Allegion "Allegion") [Ametek](https://en.wikipedia.org/wiki/Ametek "Ametek") [Automatic Data Processing](https://en.wikipedia.org/wiki/ADP_\(company\) "ADP (company)") [Axon Enterprise](https://en.wikipedia.org/wiki/Axon_Enterprise "Axon Enterprise") [Boeing](https://en.wikipedia.org/wiki/Boeing "Boeing") [Broadridge Financial Solutions](https://en.wikipedia.org/wiki/Broadridge_Financial_Solutions "Broadridge Financial Solutions") [Builders FirstSource](https://en.wikipedia.org/wiki/Builders_FirstSource "Builders FirstSource") [C.H. Robinson](https://en.wikipedia.org/wiki/C.H._Robinson "C.H. Robinson") [Carrier Global](https://en.wikipedia.org/wiki/Carrier_Global "Carrier Global") [Caterpillar Inc.](https://en.wikipedia.org/wiki/Caterpillar_Inc. "Caterpillar Inc.") [Cintas](https://en.wikipedia.org/wiki/Cintas "Cintas") [Comfort Systems USA](https://en.wikipedia.org/wiki/Comfort_Systems_USA "Comfort Systems USA") [Copart](https://en.wikipedia.org/wiki/Copart "Copart") [CSX Corporation](https://en.wikipedia.org/wiki/CSX_Corporation "CSX Corporation") [Cummins](https://en.wikipedia.org/wiki/Cummins "Cummins") [Deere & Company](https://en.wikipedia.org/wiki/John_Deere "John Deere") [Delta Air Lines](https://en.wikipedia.org/wiki/Delta_Air_Lines "Delta Air Lines") [Dover Corporation](https://en.wikipedia.org/wiki/Dover_Corporation "Dover Corporation") [Eaton Corporation](https://en.wikipedia.org/wiki/Eaton_Corporation "Eaton Corporation") [Emcor](https://en.wikipedia.org/wiki/Emcor "Emcor") [Emerson Electric](https://en.wikipedia.org/wiki/Emerson_Electric "Emerson Electric") [Equifax](https://en.wikipedia.org/wiki/Equifax "Equifax") [Expeditors International](https://en.wikipedia.org/wiki/Expeditors_International "Expeditors International") [Fastenal](https://en.wikipedia.org/wiki/Fastenal "Fastenal") [FedEx](https://en.wikipedia.org/wiki/FedEx "FedEx") [Fortive](https://en.wikipedia.org/wiki/Fortive "Fortive") [GE Aerospace](https://en.wikipedia.org/wiki/GE_Aerospace "GE Aerospace") [GE Vernova](https://en.wikipedia.org/wiki/GE_Vernova "GE Vernova") [Generac](https://en.wikipedia.org/wiki/Generac "Generac") [General Dynamics](https://en.wikipedia.org/wiki/General_Dynamics "General Dynamics") [Honeywell](https://en.wikipedia.org/wiki/Honeywell "Honeywell") [Howmet Aerospace](https://en.wikipedia.org/wiki/Howmet_Aerospace "Howmet Aerospace") [Hubbell Incorporated](https://en.wikipedia.org/wiki/Hubbell_Incorporated "Hubbell Incorporated") [Huntington Ingalls Industries](https://en.wikipedia.org/wiki/Huntington_Ingalls_Industries "Huntington Ingalls Industries") [IDEX Corporation](https://en.wikipedia.org/wiki/IDEX_Corporation "IDEX Corporation") [Illinois Tool Works](https://en.wikipedia.org/wiki/Illinois_Tool_Works "Illinois Tool Works") [Ingersoll Rand](https://en.wikipedia.org/wiki/Ingersoll_Rand "Ingersoll Rand") [J. B. Hunt](https://en.wikipedia.org/wiki/J._B._Hunt "J. B. Hunt") [Jacobs Solutions](https://en.wikipedia.org/wiki/Jacobs_Solutions "Jacobs Solutions") [Johnson Controls](https://en.wikipedia.org/wiki/Johnson_Controls "Johnson Controls") [L3Harris](https://en.wikipedia.org/wiki/L3Harris "L3Harris") [Leidos](https://en.wikipedia.org/wiki/Leidos "Leidos") [Lennox International](https://en.wikipedia.org/wiki/Lennox_International "Lennox International") [Lockheed Martin](https://en.wikipedia.org/wiki/Lockheed_Martin "Lockheed Martin") [Masco](https://en.wikipedia.org/wiki/Masco "Masco") [Nordson Corporation](https://en.wikipedia.org/wiki/Nordson_Corporation "Nordson Corporation") [Norfolk Southern Railway](https://en.wikipedia.org/wiki/Norfolk_Southern_Railway "Norfolk Southern Railway") [Northrop Grumman](https://en.wikipedia.org/wiki/Northrop_Grumman "Northrop Grumman") [Old Dominion Freight Line](https://en.wikipedia.org/wiki/Old_Dominion_Freight_Line "Old Dominion Freight Line") [Otis Worldwide](https://en.wikipedia.org/wiki/Otis_Worldwide "Otis Worldwide") [Paccar](https://en.wikipedia.org/wiki/Paccar "Paccar") [Parker Hannifin](https://en.wikipedia.org/wiki/Parker_Hannifin "Parker Hannifin") [Paychex](https://en.wikipedia.org/wiki/Paychex "Paychex") [Pentair](https://en.wikipedia.org/wiki/Pentair "Pentair") [Quanta Services](https://en.wikipedia.org/wiki/Quanta_Services "Quanta Services") [RTX Corporation](https://en.wikipedia.org/wiki/RTX_Corporation "RTX Corporation") [Republic Services](https://en.wikipedia.org/wiki/Republic_Services "Republic Services") [Rockwell Automation](https://en.wikipedia.org/wiki/Rockwell_Automation "Rockwell Automation") [Rollins, Inc.](https://en.wikipedia.org/wiki/Rollins,_Inc. "Rollins, Inc.") [Snap-on](https://en.wikipedia.org/wiki/Snap-on "Snap-on") [Southwest Airlines](https://en.wikipedia.org/wiki/Southwest_Airlines "Southwest Airlines") [Stanley Black & Decker](https://en.wikipedia.org/wiki/Stanley_Black_%26_Decker "Stanley Black & Decker") [Textron](https://en.wikipedia.org/wiki/Textron "Textron") [Trane Technologies](https://en.wikipedia.org/wiki/Trane_Technologies "Trane Technologies") [TransDigm Group](https://en.wikipedia.org/wiki/TransDigm_Group "TransDigm Group") [Uber](https://en.wikipedia.org/wiki/Uber "Uber") [Union Pacific Corporation](https://en.wikipedia.org/wiki/Union_Pacific_Corporation "Union Pacific Corporation") [United Airlines](https://en.wikipedia.org/wiki/United_Airlines "United Airlines") [United Parcel Service](https://en.wikipedia.org/wiki/United_Parcel_Service "United Parcel Service") [United Rentals](https://en.wikipedia.org/wiki/United_Rentals "United Rentals") [Veralto](https://en.wikipedia.org/wiki/Veralto "Veralto") [Verisk Analytics](https://en.wikipedia.org/wiki/Verisk_Analytics "Verisk Analytics") [Vertiv](https://en.wikipedia.org/wiki/Vertiv "Vertiv") [W. W. Grainger](https://en.wikipedia.org/wiki/W._W._Grainger "W. W. Grainger") [Wabtec](https://en.wikipedia.org/wiki/Wabtec "Wabtec") [Waste Management, Inc.](https://en.wikipedia.org/wiki/Waste_Management,_Inc. "Waste Management, Inc.") [Xylem Inc.](https://en.wikipedia.org/wiki/Xylem_Inc. "Xylem Inc.") | |
| Consumer discretionary | [Airbnb](https://en.wikipedia.org/wiki/Airbnb "Airbnb") [Amazon](https://en.wikipedia.org/wiki/Amazon_\(company\) "Amazon (company)") [Aptiv](https://en.wikipedia.org/wiki/Aptiv "Aptiv") [AutoZone](https://en.wikipedia.org/wiki/AutoZone "AutoZone") [Best Buy](https://en.wikipedia.org/wiki/Best_Buy "Best Buy") [Booking Holdings](https://en.wikipedia.org/wiki/Booking_Holdings "Booking Holdings") [Carnival](https://en.wikipedia.org/wiki/Carnival_Corporation_%26_plc "Carnival Corporation & plc") [Carvana](https://en.wikipedia.org/wiki/Carvana "Carvana") [Chipotle Mexican Grill](https://en.wikipedia.org/wiki/Chipotle_Mexican_Grill "Chipotle Mexican Grill") [Darden Restaurants](https://en.wikipedia.org/wiki/Darden_Restaurants "Darden Restaurants") [Deckers Brands](https://en.wikipedia.org/wiki/Deckers_Brands "Deckers Brands") [Domino's](https://en.wikipedia.org/wiki/Domino%27s "Domino's") [DoorDash](https://en.wikipedia.org/wiki/DoorDash "DoorDash") [D. R. Horton](https://en.wikipedia.org/wiki/D._R._Horton "D. R. Horton") [eBay](https://en.wikipedia.org/wiki/EBay "EBay") [Expedia Group](https://en.wikipedia.org/wiki/Expedia_Group "Expedia Group") [Ford Motor Company](https://en.wikipedia.org/wiki/Ford_Motor_Company "Ford Motor Company") [Garmin](https://en.wikipedia.org/wiki/Garmin "Garmin") [General Motors](https://en.wikipedia.org/wiki/General_Motors "General Motors") [Genuine Parts Company](https://en.wikipedia.org/wiki/Genuine_Parts_Company "Genuine Parts Company") [Hasbro](https://en.wikipedia.org/wiki/Hasbro "Hasbro") [Hilton Worldwide](https://en.wikipedia.org/wiki/Hilton_Worldwide "Hilton Worldwide") [Home Depot](https://en.wikipedia.org/wiki/Home_Depot "Home Depot") [Las Vegas Sands](https://en.wikipedia.org/wiki/Las_Vegas_Sands "Las Vegas Sands") [Lennar](https://en.wikipedia.org/wiki/Lennar "Lennar") [Lowe's](https://en.wikipedia.org/wiki/Lowe%27s "Lowe's") [Lululemon](https://en.wikipedia.org/wiki/Lululemon "Lululemon") [Marriott International](https://en.wikipedia.org/wiki/Marriott_International "Marriott International") [McDonald's](https://en.wikipedia.org/wiki/McDonald%27s "McDonald's") [MGM Resorts International](https://en.wikipedia.org/wiki/MGM_Resorts_International "MGM Resorts International") [Nike, Inc.](https://en.wikipedia.org/wiki/Nike,_Inc. "Nike, Inc.") [Norwegian Cruise Line Holdings](https://en.wikipedia.org/wiki/Norwegian_Cruise_Line_Holdings "Norwegian Cruise Line Holdings") [NVR, Inc.](https://en.wikipedia.org/wiki/NVR,_Inc. "NVR, Inc.") [O'Reilly Auto Parts](https://en.wikipedia.org/wiki/O%27Reilly_Auto_Parts "O'Reilly Auto Parts") [Pool Corporation](https://en.wikipedia.org/wiki/Pool_Corporation "Pool Corporation") [PulteGroup](https://en.wikipedia.org/wiki/PulteGroup "PulteGroup") [Ralph Lauren Corporation](https://en.wikipedia.org/wiki/Ralph_Lauren_Corporation "Ralph Lauren Corporation") [Ross Stores](https://en.wikipedia.org/wiki/Ross_Stores "Ross Stores") [Royal Caribbean Group](https://en.wikipedia.org/wiki/Royal_Caribbean_Group "Royal Caribbean Group") [Starbucks](https://en.wikipedia.org/wiki/Starbucks "Starbucks") [Tapestry, Inc.](https://en.wikipedia.org/wiki/Tapestry,_Inc. "Tapestry, Inc.") [Tesla, Inc.](https://en.wikipedia.org/wiki/Tesla,_Inc. "Tesla, Inc.") [TJX](https://en.wikipedia.org/wiki/TJX "TJX") [Tractor Supply Company](https://en.wikipedia.org/wiki/Tractor_Supply_Company "Tractor Supply Company") [Ulta Beauty](https://en.wikipedia.org/wiki/Ulta_Beauty "Ulta Beauty") [Williams-Sonoma, Inc.](https://en.wikipedia.org/wiki/Williams-Sonoma,_Inc. "Williams-Sonoma, Inc.") [Wynn Resorts](https://en.wikipedia.org/wiki/Wynn_Resorts "Wynn Resorts") [Yum! Brands](https://en.wikipedia.org/wiki/Yum!_Brands "Yum! Brands") | |
| Consumer staples | [Altria](https://en.wikipedia.org/wiki/Altria "Altria") [Archer Daniels Midland](https://en.wikipedia.org/wiki/Archer_Daniels_Midland "Archer Daniels Midland") [Brown-Forman](https://en.wikipedia.org/wiki/Brown-Forman "Brown-Forman") [Bunge Global](https://en.wikipedia.org/wiki/Bunge_Global "Bunge Global") [Campbell's](https://en.wikipedia.org/wiki/Campbell%27s "Campbell's") [Casey's](https://en.wikipedia.org/wiki/Casey%27s "Casey's") [Church & Dwight](https://en.wikipedia.org/wiki/Church_%26_Dwight "Church & Dwight") [Clorox](https://en.wikipedia.org/wiki/Clorox "Clorox") [The Coca-Cola Company](https://en.wikipedia.org/wiki/The_Coca-Cola_Company "The Coca-Cola Company") [Colgate-Palmolive](https://en.wikipedia.org/wiki/Colgate-Palmolive "Colgate-Palmolive") [Conagra Brands](https://en.wikipedia.org/wiki/Conagra_Brands "Conagra Brands") [Constellation Brands](https://en.wikipedia.org/wiki/Constellation_Brands "Constellation Brands") [Costco](https://en.wikipedia.org/wiki/Costco "Costco") [Dollar General](https://en.wikipedia.org/wiki/Dollar_General "Dollar General") [Dollar Tree](https://en.wikipedia.org/wiki/Dollar_Tree "Dollar Tree") [Estée Lauder Companies](https://en.wikipedia.org/wiki/Est%C3%A9e_Lauder_Companies "Estée Lauder Companies") [General Mills](https://en.wikipedia.org/wiki/General_Mills "General Mills") [The Hershey Company](https://en.wikipedia.org/wiki/The_Hershey_Company "The Hershey Company") [Hormel Foods](https://en.wikipedia.org/wiki/Hormel_Foods "Hormel Foods") [Kenvue](https://en.wikipedia.org/wiki/Kenvue "Kenvue") [Keurig Dr Pepper](https://en.wikipedia.org/wiki/Keurig_Dr_Pepper "Keurig Dr Pepper") [Kimberly-Clark](https://en.wikipedia.org/wiki/Kimberly-Clark "Kimberly-Clark") [Kraft Heinz](https://en.wikipedia.org/wiki/Kraft_Heinz "Kraft Heinz") [Kroger](https://en.wikipedia.org/wiki/Kroger "Kroger") [McCormick & Company](https://en.wikipedia.org/wiki/McCormick_%26_Company "McCormick & Company") [Molson Coors](https://en.wikipedia.org/wiki/Molson_Coors "Molson Coors") [Mondelez International](https://en.wikipedia.org/wiki/Mondelez_International "Mondelez International") [Monster Beverage](https://en.wikipedia.org/wiki/Monster_Beverage "Monster Beverage") [PepsiCo](https://en.wikipedia.org/wiki/PepsiCo "PepsiCo") [Philip Morris International](https://en.wikipedia.org/wiki/Philip_Morris_International "Philip Morris International") [Procter & Gamble](https://en.wikipedia.org/wiki/Procter_%26_Gamble "Procter & Gamble") [The J.M. Smucker Company](https://en.wikipedia.org/wiki/The_J.M._Smucker_Company "The J.M. Smucker Company") [Sysco](https://en.wikipedia.org/wiki/Sysco "Sysco") [Target Corporation](https://en.wikipedia.org/wiki/Target_Corporation "Target Corporation") [Tyson Foods](https://en.wikipedia.org/wiki/Tyson_Foods "Tyson Foods") [Walmart](https://en.wikipedia.org/wiki/Walmart "Walmart") | |
| Health Care | [Abbott Laboratories](https://en.wikipedia.org/wiki/Abbott_Laboratories "Abbott Laboratories") [AbbVie](https://en.wikipedia.org/wiki/AbbVie "AbbVie") [Agilent Technologies](https://en.wikipedia.org/wiki/Agilent_Technologies "Agilent Technologies") [Align Technology](https://en.wikipedia.org/wiki/Align_Technology "Align Technology") [Amgen](https://en.wikipedia.org/wiki/Amgen "Amgen") [Baxter International](https://en.wikipedia.org/wiki/Baxter_International "Baxter International") [Becton Dickinson](https://en.wikipedia.org/wiki/BD_\(company\) "BD (company)") [Bio-Techne](https://en.wikipedia.org/wiki/Bio-Techne "Bio-Techne") [Biogen](https://en.wikipedia.org/wiki/Biogen "Biogen") [Boston Scientific](https://en.wikipedia.org/wiki/Boston_Scientific "Boston Scientific") [Bristol Myers Squibb](https://en.wikipedia.org/wiki/Bristol_Myers_Squibb "Bristol Myers Squibb") [Cardinal Health](https://en.wikipedia.org/wiki/Cardinal_Health "Cardinal Health") [Cencora](https://en.wikipedia.org/wiki/Cencora "Cencora") [Centene Corporation](https://en.wikipedia.org/wiki/Centene_Corporation "Centene Corporation") [Charles River Laboratories](https://en.wikipedia.org/wiki/Charles_River_Laboratories "Charles River Laboratories") [The Cigna Group](https://en.wikipedia.org/wiki/The_Cigna_Group "The Cigna Group") [Cooper Companies](https://en.wikipedia.org/wiki/The_Cooper_Companies "The Cooper Companies") [CVS Health](https://en.wikipedia.org/wiki/CVS_Health "CVS Health") [Danaher Corporation](https://en.wikipedia.org/wiki/Danaher_Corporation "Danaher Corporation") [DaVita](https://en.wikipedia.org/wiki/DaVita "DaVita") [Dexcom](https://en.wikipedia.org/wiki/Dexcom "Dexcom") [Edwards Lifesciences](https://en.wikipedia.org/wiki/Edwards_Lifesciences "Edwards Lifesciences") [Elevance Health](https://en.wikipedia.org/wiki/Elevance_Health "Elevance Health") [GE HealthCare](https://en.wikipedia.org/wiki/GE_HealthCare "GE HealthCare") [Gilead Sciences](https://en.wikipedia.org/wiki/Gilead_Sciences "Gilead Sciences") [HCA Healthcare](https://en.wikipedia.org/wiki/HCA_Healthcare "HCA Healthcare") [Henry Schein](https://en.wikipedia.org/wiki/Henry_Schein "Henry Schein") [Humana](https://en.wikipedia.org/wiki/Humana "Humana") [Idexx Laboratories](https://en.wikipedia.org/wiki/Idexx_Laboratories "Idexx Laboratories") [Incyte](https://en.wikipedia.org/wiki/Incyte "Incyte") [Insulet Corporation](https://en.wikipedia.org/w/index.php?title=Insulet_Corporation&action=edit&redlink=1 "Insulet Corporation (page does not exist)") [Intuitive Surgical](https://en.wikipedia.org/wiki/Intuitive_Surgical "Intuitive Surgical") [IQVIA](https://en.wikipedia.org/wiki/IQVIA "IQVIA") [Johnson & Johnson](https://en.wikipedia.org/wiki/Johnson_%26_Johnson "Johnson & Johnson") [Labcorp](https://en.wikipedia.org/wiki/Labcorp "Labcorp") [Eli Lilly and Company](https://en.wikipedia.org/wiki/Eli_Lilly_and_Company "Eli Lilly and Company") [McKesson Corporation](https://en.wikipedia.org/wiki/McKesson_Corporation "McKesson Corporation") [Medtronic](https://en.wikipedia.org/wiki/Medtronic "Medtronic") [Merck & Co.](https://en.wikipedia.org/wiki/Merck_%26_Co. "Merck & Co.") [Mettler Toledo](https://en.wikipedia.org/wiki/Mettler_Toledo "Mettler Toledo") [Moderna](https://en.wikipedia.org/wiki/Moderna "Moderna") [Pfizer](https://en.wikipedia.org/wiki/Pfizer "Pfizer") [Quest Diagnostics](https://en.wikipedia.org/wiki/Quest_Diagnostics "Quest Diagnostics") [Regeneron Pharmaceuticals](https://en.wikipedia.org/wiki/Regeneron_Pharmaceuticals "Regeneron Pharmaceuticals") [ResMed](https://en.wikipedia.org/wiki/ResMed "ResMed") [Revvity](https://en.wikipedia.org/wiki/Revvity "Revvity") [Solventum](https://en.wikipedia.org/wiki/Solventum "Solventum") [Steris](https://en.wikipedia.org/wiki/Steris "Steris") [Stryker Corporation](https://en.wikipedia.org/wiki/Stryker_Corporation "Stryker Corporation") [Thermo Fisher Scientific](https://en.wikipedia.org/wiki/Thermo_Fisher_Scientific "Thermo Fisher Scientific") [UnitedHealth Group](https://en.wikipedia.org/wiki/UnitedHealth_Group "UnitedHealth Group") [Universal Health Services](https://en.wikipedia.org/wiki/Universal_Health_Services "Universal Health Services") [Vertex Pharmaceuticals](https://en.wikipedia.org/wiki/Vertex_Pharmaceuticals "Vertex Pharmaceuticals") [Viatris](https://en.wikipedia.org/wiki/Viatris "Viatris") [Waters Corporation](https://en.wikipedia.org/wiki/Waters_Corporation "Waters Corporation") [West Pharmaceutical Services](https://en.wikipedia.org/wiki/West_Pharmaceutical_Services "West Pharmaceutical Services") [Zimmer Biomet](https://en.wikipedia.org/wiki/Zimmer_Biomet "Zimmer Biomet") [Zoetis](https://en.wikipedia.org/wiki/Zoetis "Zoetis") | |
| Financials | [Aflac](https://en.wikipedia.org/wiki/Aflac "Aflac") [Allstate](https://en.wikipedia.org/wiki/Allstate "Allstate") [American Express](https://en.wikipedia.org/wiki/American_Express "American Express") [American International Group](https://en.wikipedia.org/wiki/American_International_Group "American International Group") [Ameriprise Financial](https://en.wikipedia.org/wiki/Ameriprise_Financial "Ameriprise Financial") [Aon](https://en.wikipedia.org/wiki/Aon_\(company\) "Aon (company)") [Apollo Global Management](https://en.wikipedia.org/wiki/Apollo_Global_Management "Apollo Global Management") [Arch Capital Group](https://en.wikipedia.org/wiki/Arch_Capital_Group "Arch Capital Group") [Ares Management](https://en.wikipedia.org/wiki/Ares_Management "Ares Management") [Arthur J. Gallagher & Co.](https://en.wikipedia.org/wiki/Arthur_J._Gallagher_%26_Co. "Arthur J. Gallagher & Co.") [Assurant](https://en.wikipedia.org/wiki/Assurant "Assurant") [Bank of America](https://en.wikipedia.org/wiki/Bank_of_America "Bank of America") [Berkshire Hathaway](https://en.wikipedia.org/wiki/Berkshire_Hathaway "Berkshire Hathaway") [BlackRock](https://en.wikipedia.org/wiki/BlackRock "BlackRock") [Blackstone Inc.](https://en.wikipedia.org/wiki/Blackstone_Inc. "Blackstone Inc.") [Block, Inc.](https://en.wikipedia.org/wiki/Block,_Inc. "Block, Inc.") [BNY](https://en.wikipedia.org/wiki/BNY "BNY") [Brown & Brown](https://en.wikipedia.org/wiki/Brown_%26_Brown "Brown & Brown") [Capital One](https://en.wikipedia.org/wiki/Capital_One "Capital One") [Cboe Global Markets](https://en.wikipedia.org/wiki/Cboe_Global_Markets "Cboe Global Markets") [Charles Schwab Corporation](https://en.wikipedia.org/wiki/Charles_Schwab_Corporation "Charles Schwab Corporation") [Chubb Limited](https://en.wikipedia.org/wiki/Chubb_Limited "Chubb Limited") [Cincinnati Financial](https://en.wikipedia.org/wiki/Cincinnati_Financial "Cincinnati Financial") [Citigroup](https://en.wikipedia.org/wiki/Citigroup "Citigroup") [Citizens Financial Group](https://en.wikipedia.org/wiki/Citizens_Financial_Group "Citizens Financial Group") [CME Group](https://en.wikipedia.org/wiki/CME_Group "CME Group") [Coinbase](https://en.wikipedia.org/wiki/Coinbase "Coinbase") [Corpay](https://en.wikipedia.org/wiki/Corpay "Corpay") [Erie Indemnity](https://en.wikipedia.org/wiki/Erie_Insurance_Group "Erie Insurance Group") [Everest Group](https://en.wikipedia.org/wiki/Everest_Group "Everest Group") [FactSet](https://en.wikipedia.org/wiki/FactSet "FactSet") [FIS](https://en.wikipedia.org/wiki/FIS_\(company\) "FIS (company)") [Fifth Third Bank](https://en.wikipedia.org/wiki/Fifth_Third_Bank "Fifth Third Bank") [Fiserv](https://en.wikipedia.org/wiki/FIS_\(company\) "FIS (company)") [Franklin Resources](https://en.wikipedia.org/wiki/Franklin_Templeton "Franklin Templeton") [Global Payments](https://en.wikipedia.org/wiki/Global_Payments "Global Payments") [Globe Life](https://en.wikipedia.org/wiki/Globe_Life "Globe Life") [Goldman Sachs](https://en.wikipedia.org/wiki/Goldman_Sachs "Goldman Sachs") [The Hartford](https://en.wikipedia.org/wiki/The_Hartford "The Hartford") [Huntington Bancshares](https://en.wikipedia.org/wiki/Huntington_Bancshares "Huntington Bancshares") [Interactive Brokers](https://en.wikipedia.org/wiki/Interactive_Brokers "Interactive Brokers") [Intercontinental Exchange](https://en.wikipedia.org/wiki/Intercontinental_Exchange "Intercontinental Exchange") [Invesco](https://en.wikipedia.org/wiki/Invesco "Invesco") [Jack Henry & Associates](https://en.wikipedia.org/wiki/Jack_Henry_%26_Associates "Jack Henry & Associates") [JPMorgan Chase](https://en.wikipedia.org/wiki/JPMorgan_Chase "JPMorgan Chase") [KeyBank](https://en.wikipedia.org/wiki/KeyBank "KeyBank") [KKR & Co.](https://en.wikipedia.org/wiki/KKR_%26_Co. "KKR & Co.") [Loews Corporation](https://en.wikipedia.org/wiki/Loews_Corporation "Loews Corporation") [M\&T Bank](https://en.wikipedia.org/wiki/M%26T_Bank "M&T Bank") [Marsh McLennan](https://en.wikipedia.org/wiki/Marsh_McLennan "Marsh McLennan") [Mastercard](https://en.wikipedia.org/wiki/Mastercard "Mastercard") [MetLife](https://en.wikipedia.org/wiki/MetLife "MetLife") [Moody's Corporation](https://en.wikipedia.org/wiki/Moody%27s_Corporation "Moody's Corporation") [Morgan Stanley](https://en.wikipedia.org/wiki/Morgan_Stanley "Morgan Stanley") [MSCI](https://en.wikipedia.org/wiki/MSCI "MSCI") [Nasdaq, Inc.](https://en.wikipedia.org/wiki/Nasdaq,_Inc. "Nasdaq, Inc.") [Northern Trust](https://en.wikipedia.org/wiki/Northern_Trust "Northern Trust") [PayPal](https://en.wikipedia.org/wiki/PayPal "PayPal") [PNC Financial Services](https://en.wikipedia.org/wiki/PNC_Financial_Services "PNC Financial Services") [Principal Financial Group](https://en.wikipedia.org/wiki/Principal_Financial_Group "Principal Financial Group") [Progressive Corporation](https://en.wikipedia.org/wiki/Progressive_Corporation "Progressive Corporation") [Prudential Financial](https://en.wikipedia.org/wiki/Prudential_Financial "Prudential Financial") [Raymond James Financial](https://en.wikipedia.org/wiki/Raymond_James_Financial "Raymond James Financial") [Regions Financial Corporation](https://en.wikipedia.org/wiki/Regions_Financial_Corporation "Regions Financial Corporation") [Robinhood Markets](https://en.wikipedia.org/wiki/Robinhood_Markets "Robinhood Markets") [S\&P Global](https://en.wikipedia.org/wiki/S%26P_Global "S&P Global") [State Street Corporation](https://en.wikipedia.org/wiki/State_Street_Corporation "State Street Corporation") [Synchrony Financial](https://en.wikipedia.org/wiki/Synchrony_Financial "Synchrony Financial") [T. Rowe Price](https://en.wikipedia.org/wiki/T._Rowe_Price "T. Rowe Price") [The Travelers Companies](https://en.wikipedia.org/wiki/The_Travelers_Companies "The Travelers Companies") [Truist](https://en.wikipedia.org/wiki/Truist "Truist") [U.S. Bancorp](https://en.wikipedia.org/wiki/U.S._Bancorp "U.S. Bancorp") [Visa Inc.](https://en.wikipedia.org/wiki/Visa_Inc. "Visa Inc.") [W. R. Berkley Corporation](https://en.wikipedia.org/wiki/W._R._Berkley_Corporation "W. R. Berkley Corporation") [Wells Fargo](https://en.wikipedia.org/wiki/Wells_Fargo "Wells Fargo") [Willis Towers Watson](https://en.wikipedia.org/wiki/Willis_Towers_Watson "Willis Towers Watson") | |
| Information technology | [Accenture](https://en.wikipedia.org/wiki/Accenture "Accenture") [Adobe Inc.](https://en.wikipedia.org/wiki/Adobe_Inc. "Adobe Inc.") [Akamai Technologies](https://en.wikipedia.org/wiki/Akamai_Technologies "Akamai Technologies") [AMD](https://en.wikipedia.org/wiki/AMD "AMD") [Amphenol](https://en.wikipedia.org/wiki/Amphenol "Amphenol") [Analog Devices](https://en.wikipedia.org/wiki/Analog_Devices "Analog Devices") [Apple Inc.]() [Applied Materials](https://en.wikipedia.org/wiki/Applied_Materials "Applied Materials") [AppLovin](https://en.wikipedia.org/wiki/AppLovin "AppLovin") [Arista Networks](https://en.wikipedia.org/wiki/Arista_Networks "Arista Networks") [Autodesk](https://en.wikipedia.org/wiki/Autodesk "Autodesk") [Broadcom](https://en.wikipedia.org/wiki/Broadcom "Broadcom") [Cadence Design Systems](https://en.wikipedia.org/wiki/Cadence_Design_Systems "Cadence Design Systems") [CDW](https://en.wikipedia.org/wiki/CDW "CDW") [Ciena](https://en.wikipedia.org/wiki/Ciena "Ciena") [Cisco](https://en.wikipedia.org/wiki/Cisco "Cisco") [Cognizant](https://en.wikipedia.org/wiki/Cognizant "Cognizant") [Coherent Corp.](https://en.wikipedia.org/wiki/Coherent_Corp. "Coherent Corp.") [Corning Inc.](https://en.wikipedia.org/wiki/Corning_Inc. "Corning Inc.") [CrowdStrike](https://en.wikipedia.org/wiki/CrowdStrike "CrowdStrike") [Datadog](https://en.wikipedia.org/wiki/Datadog "Datadog") [Dell Technologies](https://en.wikipedia.org/wiki/Dell_Technologies "Dell Technologies") [EPAM Systems](https://en.wikipedia.org/wiki/EPAM_Systems "EPAM Systems") [F5, Inc.](https://en.wikipedia.org/wiki/F5,_Inc. "F5, Inc.") [FICO](https://en.wikipedia.org/wiki/FICO "FICO") [First Solar](https://en.wikipedia.org/wiki/First_Solar "First Solar") [Fortinet](https://en.wikipedia.org/wiki/Fortinet "Fortinet") [Gartner](https://en.wikipedia.org/wiki/Gartner "Gartner") [Gen Digital](https://en.wikipedia.org/wiki/Gen_Digital "Gen Digital") [GoDaddy](https://en.wikipedia.org/wiki/GoDaddy "GoDaddy") [Hewlett Packard Enterprise](https://en.wikipedia.org/wiki/Hewlett_Packard_Enterprise "Hewlett Packard Enterprise") [HP Inc.](https://en.wikipedia.org/wiki/HP_Inc. "HP Inc.") [IBM](https://en.wikipedia.org/wiki/IBM "IBM") [Intel](https://en.wikipedia.org/wiki/Intel "Intel") [Intuit](https://en.wikipedia.org/wiki/Intuit "Intuit") [Jabil](https://en.wikipedia.org/wiki/Jabil "Jabil") [Keysight](https://en.wikipedia.org/wiki/Keysight "Keysight") [KLA Corporation](https://en.wikipedia.org/wiki/KLA_Corporation "KLA Corporation") [Lam Research](https://en.wikipedia.org/wiki/Lam_Research "Lam Research") [Lumentum](https://en.wikipedia.org/wiki/Lumentum "Lumentum") [Microchip Technology](https://en.wikipedia.org/wiki/Microchip_Technology "Microchip Technology") [Micron Technology](https://en.wikipedia.org/wiki/Micron_Technology "Micron Technology") [Microsoft](https://en.wikipedia.org/wiki/Microsoft "Microsoft") [Monolithic Power Systems](https://en.wikipedia.org/wiki/Monolithic_Power_Systems "Monolithic Power Systems") [Motorola Solutions](https://en.wikipedia.org/wiki/Motorola_Solutions "Motorola Solutions") [NetApp](https://en.wikipedia.org/wiki/NetApp "NetApp") [Nvidia](https://en.wikipedia.org/wiki/Nvidia "Nvidia") [NXP Semiconductors](https://en.wikipedia.org/wiki/NXP_Semiconductors "NXP Semiconductors") [onsemi](https://en.wikipedia.org/wiki/Onsemi "Onsemi") [Oracle Corporation](https://en.wikipedia.org/wiki/Oracle_Corporation "Oracle Corporation") [Palantir](https://en.wikipedia.org/wiki/Palantir "Palantir") [Palo Alto Networks](https://en.wikipedia.org/wiki/Palo_Alto_Networks "Palo Alto Networks") [PTC Inc.](https://en.wikipedia.org/wiki/PTC_Inc. "PTC Inc.") [Qualcomm](https://en.wikipedia.org/wiki/Qualcomm "Qualcomm") [Qnity Electronics](https://en.wikipedia.org/wiki/Qnity_Electronics "Qnity Electronics") [Roper Technologies](https://en.wikipedia.org/wiki/Roper_Technologies "Roper Technologies") [Salesforce](https://en.wikipedia.org/wiki/Salesforce "Salesforce") [Sandisk](https://en.wikipedia.org/wiki/Sandisk "Sandisk") [Seagate Technology](https://en.wikipedia.org/wiki/Seagate_Technology "Seagate Technology") [ServiceNow](https://en.wikipedia.org/wiki/ServiceNow "ServiceNow") [Skyworks Solutions](https://en.wikipedia.org/wiki/Skyworks_Solutions "Skyworks Solutions") [Supermicro](https://en.wikipedia.org/wiki/Supermicro "Supermicro") [Synopsys](https://en.wikipedia.org/wiki/Synopsys "Synopsys") [TE Connectivity](https://en.wikipedia.org/wiki/TE_Connectivity "TE Connectivity") [Teledyne Technologies](https://en.wikipedia.org/wiki/Teledyne_Technologies "Teledyne Technologies") [Teradyne](https://en.wikipedia.org/wiki/Teradyne "Teradyne") [Texas Instruments](https://en.wikipedia.org/wiki/Texas_Instruments "Texas Instruments") [Trimble Inc.](https://en.wikipedia.org/wiki/Trimble_Inc. "Trimble Inc.") [Tyler Technologies](https://en.wikipedia.org/wiki/Tyler_Technologies "Tyler Technologies") [Verisign](https://en.wikipedia.org/wiki/Verisign "Verisign") [Western Digital](https://en.wikipedia.org/wiki/Western_Digital "Western Digital") [Workday, Inc.](https://en.wikipedia.org/wiki/Workday,_Inc. "Workday, Inc.") [Zebra Technologies](https://en.wikipedia.org/wiki/Zebra_Technologies "Zebra Technologies") | |
| Communication services | [Alphabet Inc.](https://en.wikipedia.org/wiki/Alphabet_Inc. "Alphabet Inc.") [AT\&T](https://en.wikipedia.org/wiki/AT%26T "AT&T") [Charter Communications](https://en.wikipedia.org/wiki/Charter_Communications "Charter Communications") [Comcast](https://en.wikipedia.org/wiki/Comcast "Comcast") [EchoStar](https://en.wikipedia.org/wiki/EchoStar "EchoStar") [Electronic Arts](https://en.wikipedia.org/wiki/Electronic_Arts "Electronic Arts") [Fox Corporation](https://en.wikipedia.org/wiki/Fox_Corporation "Fox Corporation") [Live Nation Entertainment](https://en.wikipedia.org/wiki/Live_Nation_Entertainment "Live Nation Entertainment") [Meta Platforms](https://en.wikipedia.org/wiki/Meta_Platforms "Meta Platforms") [Netflix](https://en.wikipedia.org/wiki/Netflix "Netflix") [News Corp](https://en.wikipedia.org/wiki/News_Corp "News Corp") [Omnicom Group](https://en.wikipedia.org/wiki/Omnicom_Group "Omnicom Group") [Paramount Skydance](https://en.wikipedia.org/wiki/Paramount_Skydance "Paramount Skydance") [T-Mobile](https://en.wikipedia.org/wiki/T-Mobile_US "T-Mobile US") [Take-Two Interactive](https://en.wikipedia.org/wiki/Take-Two_Interactive "Take-Two Interactive") [TKO Group Holdings](https://en.wikipedia.org/wiki/TKO_Group_Holdings "TKO Group Holdings") [The Trade Desk](https://en.wikipedia.org/wiki/The_Trade_Desk "The Trade Desk") [Verizon](https://en.wikipedia.org/wiki/Verizon "Verizon") [The Walt Disney Company](https://en.wikipedia.org/wiki/The_Walt_Disney_Company "The Walt Disney Company") [Warner Bros. Discovery](https://en.wikipedia.org/wiki/Warner_Bros._Discovery "Warner Bros. Discovery") | |
| Real estate | [Alexandria Real Estate Equities](https://en.wikipedia.org/wiki/Alexandria_Real_Estate_Equities "Alexandria Real Estate Equities") [American Tower](https://en.wikipedia.org/wiki/American_Tower "American Tower") [AvalonBay Communities](https://en.wikipedia.org/wiki/AvalonBay_Communities "AvalonBay Communities") [BXP, Inc.](https://en.wikipedia.org/wiki/BXP,_Inc. "BXP, Inc.") [Camden Property Trust](https://en.wikipedia.org/wiki/Camden_Property_Trust "Camden Property Trust") [CBRE Group](https://en.wikipedia.org/wiki/CBRE_Group "CBRE Group") [CoStar Group](https://en.wikipedia.org/wiki/CoStar_Group "CoStar Group") [Crown Castle](https://en.wikipedia.org/wiki/Crown_Castle "Crown Castle") [Digital Realty](https://en.wikipedia.org/wiki/Digital_Realty "Digital Realty") [Equinix](https://en.wikipedia.org/wiki/Equinix "Equinix") [Equity Residential](https://en.wikipedia.org/wiki/Equity_Residential "Equity Residential") [Essex Property Trust](https://en.wikipedia.org/wiki/Essex_Property_Trust "Essex Property Trust") [Extra Space Storage](https://en.wikipedia.org/wiki/Extra_Space_Storage "Extra Space Storage") [Federal Realty Investment Trust](https://en.wikipedia.org/wiki/Federal_Realty_Investment_Trust "Federal Realty Investment Trust") [Healthpeak Properties](https://en.wikipedia.org/wiki/Healthpeak_Properties "Healthpeak Properties") [Host Hotels & Resorts](https://en.wikipedia.org/wiki/Host_Hotels_%26_Resorts "Host Hotels & Resorts") [Invitation Homes](https://en.wikipedia.org/wiki/Invitation_Homes "Invitation Homes") [Iron Mountain](https://en.wikipedia.org/wiki/Iron_Mountain_\(company\) "Iron Mountain (company)") [Kimco Realty](https://en.wikipedia.org/wiki/Kimco_Realty "Kimco Realty") [Mid-America Apartment Communities](https://en.wikipedia.org/wiki/Mid-America_Apartment_Communities "Mid-America Apartment Communities") [Prologis](https://en.wikipedia.org/wiki/Prologis "Prologis") [Public Storage](https://en.wikipedia.org/wiki/Public_Storage "Public Storage") [Realty Income](https://en.wikipedia.org/wiki/Realty_Income "Realty Income") [Regency Centers](https://en.wikipedia.org/wiki/Regency_Centers "Regency Centers") [SBA Communications](https://en.wikipedia.org/wiki/SBA_Communications "SBA Communications") [Simon Property Group](https://en.wikipedia.org/wiki/Simon_Property_Group "Simon Property Group") [UDR, Inc.](https://en.wikipedia.org/wiki/UDR,_Inc. "UDR, Inc.") [Ventas](https://en.wikipedia.org/wiki/Ventas_\(company\) "Ventas (company)") [Vici Properties](https://en.wikipedia.org/wiki/Vici_Properties "Vici Properties") [Welltower](https://en.wikipedia.org/wiki/Welltower "Welltower") [Weyerhaeuser](https://en.wikipedia.org/wiki/Weyerhaeuser "Weyerhaeuser") | |
| Utilities | [AES Corporation](https://en.wikipedia.org/wiki/AES_Corporation "AES Corporation") [Alliant Energy](https://en.wikipedia.org/wiki/Alliant_Energy "Alliant Energy") [Ameren](https://en.wikipedia.org/wiki/Ameren "Ameren") [American Electric Power](https://en.wikipedia.org/wiki/American_Electric_Power "American Electric Power") [American Water Works](https://en.wikipedia.org/wiki/American_Water_Works "American Water Works") [Atmos Energy](https://en.wikipedia.org/wiki/Atmos_Energy "Atmos Energy") [CenterPoint Energy](https://en.wikipedia.org/wiki/CenterPoint_Energy "CenterPoint Energy") [CMS Energy](https://en.wikipedia.org/wiki/CMS_Energy "CMS Energy") [Consolidated Edison](https://en.wikipedia.org/wiki/Consolidated_Edison "Consolidated Edison") [Constellation Energy](https://en.wikipedia.org/wiki/Constellation_Energy "Constellation Energy") [Dominion Energy](https://en.wikipedia.org/wiki/Dominion_Energy "Dominion Energy") [DTE Energy](https://en.wikipedia.org/wiki/DTE_Energy "DTE Energy") [Duke Energy](https://en.wikipedia.org/wiki/Duke_Energy "Duke Energy") [Edison International](https://en.wikipedia.org/wiki/Edison_International "Edison International") [Entergy](https://en.wikipedia.org/wiki/Entergy "Entergy") [Evergy](https://en.wikipedia.org/wiki/Evergy "Evergy") [Eversource Energy](https://en.wikipedia.org/wiki/Eversource_Energy "Eversource Energy") [Exelon](https://en.wikipedia.org/wiki/Exelon "Exelon") [FirstEnergy](https://en.wikipedia.org/wiki/FirstEnergy "FirstEnergy") [NextEra Energy](https://en.wikipedia.org/wiki/NextEra_Energy "NextEra Energy") [NiSource](https://en.wikipedia.org/wiki/NiSource "NiSource") [NRG Energy](https://en.wikipedia.org/wiki/NRG_Energy "NRG Energy") [Pacific Gas and Electric Company](https://en.wikipedia.org/wiki/Pacific_Gas_and_Electric_Company "Pacific Gas and Electric Company") [Pinnacle West Capital](https://en.wikipedia.org/wiki/Pinnacle_West_Capital "Pinnacle West Capital") [PPL Corporation](https://en.wikipedia.org/wiki/PPL_Corporation "PPL Corporation") [Public Service Enterprise Group](https://en.wikipedia.org/wiki/Public_Service_Enterprise_Group "Public Service Enterprise Group") [Sempra](https://en.wikipedia.org/wiki/Sempra "Sempra") [Southern Company](https://en.wikipedia.org/wiki/Southern_Company "Southern Company") [Vistra Corp.](https://en.wikipedia.org/wiki/Vistra_Corp. "Vistra Corp.") [WEC Energy Group](https://en.wikipedia.org/wiki/WEC_Energy_Group "WEC Energy Group") [Xcel Energy](https://en.wikipedia.org/wiki/Xcel_Energy "Xcel Energy") | |
| [v](https://en.wikipedia.org/wiki/Template:Electronics_industry_in_the_United_States "Template:Electronics industry in the United States") [t](https://en.wikipedia.org/wiki/Template_talk:Electronics_industry_in_the_United_States "Template talk:Electronics industry in the United States") [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Electronics_industry_in_the_United_States "Special:EditPage/Template:Electronics industry in the United States")[Electronics industry in the United States](https://en.wikipedia.org/wiki/Electronics_industry_in_the_United_States "Electronics industry in the United States") | | |
| Companies | | |
| | | |
| [Home appliances](https://en.wikipedia.org/wiki/Home_appliance "Home appliance") | [Apple]() [Bose](https://en.wikipedia.org/wiki/Bose_Corporation "Bose Corporation") [Cisco](https://en.wikipedia.org/wiki/Cisco "Cisco") [Corsair](https://en.wikipedia.org/wiki/Corsair_Gaming "Corsair Gaming") [Dell](https://en.wikipedia.org/wiki/Dell "Dell") [Element Electronics](https://en.wikipedia.org/wiki/Element_Electronics "Element Electronics") [Emerson Radio](https://en.wikipedia.org/wiki/Emerson_Radio "Emerson Radio") [Harman](https://en.wikipedia.org/wiki/Harman_International "Harman International") [Honeywell](https://en.wikipedia.org/wiki/Honeywell "Honeywell") [HP](https://en.wikipedia.org/wiki/HP_Inc. "HP Inc.") [InFocus](https://en.wikipedia.org/wiki/InFocus "InFocus") [Jensen Electronics](https://en.wikipedia.org/wiki/Jensen_Electronics "Jensen Electronics") [Kenmore](https://en.wikipedia.org/wiki/Kenmore_\(brand\) "Kenmore (brand)") [Kingston](https://en.wikipedia.org/wiki/Kingston_Technology "Kingston Technology") [Kimball](https://en.wikipedia.org/wiki/Kimball_International "Kimball International") [Koss](https://en.wikipedia.org/wiki/Koss_Corporation "Koss Corporation") [Lexmark](https://en.wikipedia.org/wiki/Lexmark "Lexmark") [Logitech](https://en.wikipedia.org/wiki/Logitech "Logitech") [Magnavox](https://en.wikipedia.org/wiki/Magnavox "Magnavox") [Marantz](https://en.wikipedia.org/wiki/Marantz "Marantz") [Memorex](https://en.wikipedia.org/wiki/Memorex "Memorex") [Microsoft](https://en.wikipedia.org/wiki/Microsoft "Microsoft") [Monster](https://en.wikipedia.org/wiki/Monster_Cable "Monster Cable") [Plantronics](https://en.wikipedia.org/wiki/Plantronics "Plantronics") [Planar Systems](https://en.wikipedia.org/wiki/Planar_Systems "Planar Systems") [Razer](https://en.wikipedia.org/wiki/Razer_Inc. "Razer Inc.") [Sandisk](https://en.wikipedia.org/wiki/Sandisk "Sandisk") [Seagate](https://en.wikipedia.org/wiki/Seagate_Technology "Seagate Technology") [Seiki Digital](https://en.wikipedia.org/wiki/Seiki_Digital "Seiki Digital") [Skullcandy](https://en.wikipedia.org/wiki/Skullcandy "Skullcandy") [Sony](https://en.wikipedia.org/wiki/Sony_Corporation_of_America "Sony Corporation of America") [Turtle Beach](https://en.wikipedia.org/wiki/Turtle_Beach_Corporation "Turtle Beach Corporation") [ViewSonic](https://en.wikipedia.org/wiki/ViewSonic "ViewSonic") [Vizio](https://en.wikipedia.org/wiki/Vizio "Vizio") [Western Digital](https://en.wikipedia.org/wiki/Western_Digital "Western Digital") [Westinghouse Electric Company](https://en.wikipedia.org/wiki/Westinghouse_Electric_Company "Westinghouse Electric Company") [Westinghouse Electronics](https://en.wikipedia.org/wiki/Westinghouse_Electronics "Westinghouse Electronics") [Xerox](https://en.wikipedia.org/wiki/Xerox "Xerox") | |
| [Electronic components](https://en.wikipedia.org/wiki/Electronic_component "Electronic component") | [3M](https://en.wikipedia.org/wiki/3M "3M") [Achronix](https://en.wikipedia.org/wiki/Achronix "Achronix") [Analog Devices](https://en.wikipedia.org/wiki/Analog_Devices "Analog Devices") [Maxim Integrated](https://en.wikipedia.org/wiki/Maxim_Integrated "Maxim Integrated") [Amphenol](https://en.wikipedia.org/wiki/Amphenol "Amphenol") [Applied Materials](https://en.wikipedia.org/wiki/Applied_Materials "Applied Materials") [Altera](https://en.wikipedia.org/wiki/Altera "Altera") [AVX](https://en.wikipedia.org/wiki/AVX_Corporation "AVX Corporation") [Cirque](https://en.wikipedia.org/wiki/Cirque_Corporation "Cirque Corporation") [Diodes Inc.](https://en.wikipedia.org/wiki/Diodes_Incorporated "Diodes Incorporated") [Flex](https://en.wikipedia.org/wiki/Flex_Ltd. "Flex Ltd.") [Jabil](https://en.wikipedia.org/wiki/Jabil "Jabil") [KEMET](https://en.wikipedia.org/wiki/KEMET_Corporation "KEMET Corporation") [Maxwell Technologies](https://en.wikipedia.org/wiki/Maxwell_Technologies "Maxwell Technologies") [Sanmina](https://en.wikipedia.org/wiki/Sanmina_Corporation "Sanmina Corporation") [Vishay](https://en.wikipedia.org/wiki/Vishay_Intertechnology "Vishay Intertechnology") | |
| [Semiconductor devices](https://en.wikipedia.org/wiki/Semiconductor_device "Semiconductor device") | [AMD](https://en.wikipedia.org/wiki/AMD "AMD") [Ampere Computing](https://en.wikipedia.org/wiki/Ampere_Computing "Ampere Computing") [Apple](https://en.wikipedia.org/wiki/Apple_silicon "Apple silicon") [Broadcom](https://en.wikipedia.org/wiki/Broadcom "Broadcom") [Cypress Semiconductor](https://en.wikipedia.org/wiki/Cypress_Semiconductor "Cypress Semiconductor") [GlobalFoundries](https://en.wikipedia.org/wiki/GlobalFoundries "GlobalFoundries") [IBM](https://en.wikipedia.org/wiki/IBM "IBM") [Intel](https://en.wikipedia.org/wiki/Intel "Intel") [Interlink](https://en.wikipedia.org/wiki/Interlink_Electronics "Interlink Electronics") [KLA Corporation](https://en.wikipedia.org/wiki/KLA_Corporation "KLA Corporation") [Lam Research](https://en.wikipedia.org/wiki/Lam_Research "Lam Research") [Lattice](https://en.wikipedia.org/wiki/Lattice_Semiconductor "Lattice Semiconductor") [Marvell Technology](https://en.wikipedia.org/wiki/Marvell_Technology "Marvell Technology") [Microchip](https://en.wikipedia.org/wiki/Microchip_Technology "Microchip Technology") ([Atmel](https://en.wikipedia.org/wiki/Atmel "Atmel")) [Micron](https://en.wikipedia.org/wiki/Micron_Technology "Micron Technology") [NetApp](https://en.wikipedia.org/wiki/NetApp "NetApp") [Nimbus Data](https://en.wikipedia.org/wiki/Nimbus_Data "Nimbus Data") [Nvidia](https://en.wikipedia.org/wiki/Nvidia "Nvidia") [Mellanox](https://en.wikipedia.org/wiki/Mellanox_Technologies "Mellanox Technologies") [NXP](https://en.wikipedia.org/wiki/NXP_Semiconductors "NXP Semiconductors") [onsemi](https://en.wikipedia.org/wiki/Onsemi "Onsemi") [Qualcomm](https://en.wikipedia.org/wiki/Qualcomm "Qualcomm") [Silicon Image](https://en.wikipedia.org/wiki/Silicon_Image "Silicon Image") [Synaptics](https://en.wikipedia.org/wiki/Synaptics "Synaptics") [Texas Instruments](https://en.wikipedia.org/wiki/Texas_Instruments "Texas Instruments") [Xilinx](https://en.wikipedia.org/wiki/Xilinx "Xilinx") [Zilog](https://en.wikipedia.org/wiki/Zilog "Zilog") | |
| [Mobile devices](https://en.wikipedia.org/wiki/Mobile_device "Mobile device") | [Apple]() [BLU](https://en.wikipedia.org/wiki/BLU_Products "BLU Products") [Google](https://en.wikipedia.org/wiki/Google "Google") [Lenovo](https://en.wikipedia.org/wiki/Lenovo "Lenovo") ([Motorola Mobility](https://en.wikipedia.org/wiki/Motorola_Mobility "Motorola Mobility")) | |
| Other | [Cadence Design Systems](https://en.wikipedia.org/wiki/Cadence_Design_Systems "Cadence Design Systems") [Cray](https://en.wikipedia.org/wiki/Cray "Cray") [GE](https://en.wikipedia.org/wiki/General_Electric "General Electric") [RCA](https://en.wikipedia.org/wiki/RCA_\(trademark\) "RCA (trademark)") [Oracle Corporation](https://en.wikipedia.org/wiki/Oracle_Corporation "Oracle Corporation") [Synopsys](https://en.wikipedia.org/wiki/Synopsys "Synopsys") | |
| Defunct | [Actel](https://en.wikipedia.org/wiki/Actel "Actel") [Atari Corporation](https://en.wikipedia.org/wiki/Atari_Corporation "Atari Corporation") [Commodore](https://en.wikipedia.org/wiki/Commodore_International "Commodore International") [Compaq](https://en.wikipedia.org/wiki/Compaq "Compaq") [Fairchild](https://en.wikipedia.org/wiki/Fairchild_Semiconductor "Fairchild Semiconductor") [Freescale](https://en.wikipedia.org/wiki/Freescale_Semiconductor "Freescale Semiconductor") [HGST](https://en.wikipedia.org/wiki/HGST "HGST") [LSI](https://en.wikipedia.org/wiki/LSI_Corporation "LSI Corporation") [Microsemi](https://en.wikipedia.org/wiki/Microsemi "Microsemi") [National Semiconductor](https://en.wikipedia.org/wiki/National_Semiconductor "National Semiconductor") [Palm](https://en.wikipedia.org/wiki/Palm,_Inc. "Palm, Inc.") [Philco](https://en.wikipedia.org/wiki/Philco "Philco") [RCA](https://en.wikipedia.org/wiki/RCA_Corporation "RCA Corporation") [Signetics](https://en.wikipedia.org/wiki/Signetics "Signetics") [Silicon Graphics](https://en.wikipedia.org/wiki/Silicon_Graphics "Silicon Graphics") [Solectron](https://en.wikipedia.org/wiki/Solectron "Solectron") [Tabula](https://en.wikipedia.org/wiki/Tabula,_Inc. "Tabula, Inc.") [Sun Microsystems](https://en.wikipedia.org/wiki/Sun_Microsystems "Sun Microsystems") [Zenith Electronics](https://en.wikipedia.org/wiki/Zenith_Electronics "Zenith Electronics") | |
| [v](https://en.wikipedia.org/wiki/Template:Major_computer_hardware_companies "Template:Major computer hardware companies") [t](https://en.wikipedia.org/wiki/Template_talk:Major_computer_hardware_companies "Template talk:Major computer hardware companies") [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Major_computer_hardware_companies "Special:EditPage/Template:Major computer hardware companies")Major [personal computer](https://en.wikipedia.org/wiki/Personal_computer "Personal computer"), [server](https://en.wikipedia.org/wiki/Server_\(computing\) "Server (computing)"), and [mainframe](https://en.wikipedia.org/wiki/Mainframe_computer "Mainframe computer") hardware companies | | |
| Companies with annual revenue of over US\$3 billion | | |
| [Personal computers](https://en.wikipedia.org/wiki/Personal_computer "Personal computer") and [servers](https://en.wikipedia.org/wiki/Server_\(computing\) "Server (computing)") | | |
| | | |
| Servers only | [Cisco](https://en.wikipedia.org/wiki/Cisco "Cisco") [EMC](https://en.wikipedia.org/wiki/EMC_Corporation "EMC Corporation") [HPE](https://en.wikipedia.org/wiki/Hewlett_Packard_Enterprise "Hewlett Packard Enterprise") [IBM](https://en.wikipedia.org/wiki/IBM "IBM") [Inspur](https://en.wikipedia.org/wiki/Inspur "Inspur") [NetApp](https://en.wikipedia.org/wiki/NetApp "NetApp") [Oracle](https://en.wikipedia.org/wiki/Oracle_Corporation "Oracle Corporation") | |
| [Mainframes](https://en.wikipedia.org/wiki/Mainframe_computer "Mainframe computer") | [Fujitsu](https://en.wikipedia.org/wiki/Fujitsu "Fujitsu") [HPE](https://en.wikipedia.org/wiki/Hewlett_Packard_Enterprise "Hewlett Packard Enterprise") [IBM](https://en.wikipedia.org/wiki/IBM "IBM") | |
| See also [Largest IT companies](https://en.wikipedia.org/wiki/List_of_largest_information_technology_companies_by_revenue "List of largest information technology companies by revenue") [Computer hardware manufacturers](https://en.wikipedia.org/wiki/List_of_computer_hardware_manufacturers "List of computer hardware manufacturers") [Home computer hardware companies](https://en.wikipedia.org/wiki/Category:Home_computer_hardware_companies "Category:Home computer hardware companies") [Server hardware](https://en.wikipedia.org/wiki/Category:Server_hardware "Category:Server hardware") [Mainframe computers](https://en.wikipedia.org/wiki/Category:Mainframe_computers "Category:Mainframe computers") | | |
| [v](https://en.wikipedia.org/wiki/Template:Major_financial_technology_companies "Template:Major financial technology companies") [t](https://en.wikipedia.org/wiki/Template_talk:Major_financial_technology_companies "Template talk:Major financial technology companies") [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Major_financial_technology_companies "Special:EditPage/Template:Major financial technology companies")Major [financial technology](https://en.wikipedia.org/wiki/Financial_technology "Financial technology") companies | | |
| Companies with an annual revenue of over US\$1 billion | | |
| [Block](https://en.wikipedia.org/wiki/Block,_Inc. "Block, Inc.") [Euronet Worldwide](https://en.wikipedia.org/wiki/Euronet_Worldwide "Euronet Worldwide") [FIS](https://en.wikipedia.org/wiki/FIS_\(company\) "FIS (company)") [Fiserv](https://en.wikipedia.org/wiki/Fiserv "Fiserv") [Jack Henry](https://en.wikipedia.org/wiki/Jack_Henry_%26_Associates "Jack Henry & Associates") [PayPal](https://en.wikipedia.org/wiki/PayPal "PayPal") [SWIFT](https://en.wikipedia.org/wiki/SWIFT "SWIFT") | | |
| [v](https://en.wikipedia.org/wiki/Template:Major_imaging_companies "Template:Major imaging companies") [t](https://en.wikipedia.org/wiki/Template_talk:Major_imaging_companies "Template talk:Major imaging companies") [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Major_imaging_companies "Special:EditPage/Template:Major imaging companies")Major [imaging](https://en.wikipedia.org/wiki/Imaging "Imaging") companies | | |
| Companies with an annual revenue of over US\$3 billion | | |
| [Apple]() [Canon](https://en.wikipedia.org/wiki/Canon_Inc. "Canon Inc.") [Epson](https://en.wikipedia.org/wiki/Epson "Epson") [Fujifilm](https://en.wikipedia.org/wiki/Fujifilm "Fujifilm") [Hikvision](https://en.wikipedia.org/wiki/Hikvision "Hikvision") [HP](https://en.wikipedia.org/wiki/HP_Inc. "HP Inc.") [Kodak](https://en.wikipedia.org/wiki/Kodak "Kodak") [Konica Minolta](https://en.wikipedia.org/wiki/Konica_Minolta "Konica Minolta") [Kyocera](https://en.wikipedia.org/wiki/Kyocera "Kyocera") [Nikon](https://en.wikipedia.org/wiki/Nikon "Nikon") [Oki Electric Industry](https://en.wikipedia.org/wiki/Oki_Electric_Industry "Oki Electric Industry") [Olympus](https://en.wikipedia.org/wiki/Olympus_Corporation "Olympus Corporation") [Panasonic](https://en.wikipedia.org/wiki/Panasonic "Panasonic") [Ricoh](https://en.wikipedia.org/wiki/Ricoh "Ricoh") [Pentax](https://en.wikipedia.org/wiki/Pentax "Pentax") [Samsung](https://en.wikipedia.org/wiki/Samsung_Electronics "Samsung Electronics") [Sharp](https://en.wikipedia.org/wiki/Sharp_Corporation "Sharp Corporation") [Sony](https://en.wikipedia.org/wiki/Sony "Sony") [Toshiba](https://en.wikipedia.org/wiki/Toshiba "Toshiba") [Xerox](https://en.wikipedia.org/wiki/Xerox "Xerox") [Lexmark](https://en.wikipedia.org/wiki/Lexmark "Lexmark") | | |
| [v](https://en.wikipedia.org/wiki/Template:Major_Internet_companies "Template:Major Internet companies") [t](https://en.wikipedia.org/wiki/Template_talk:Major_Internet_companies "Template talk:Major Internet companies") [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Major_Internet_companies "Special:EditPage/Template:Major Internet companies")Major [Internet](https://en.wikipedia.org/wiki/Internet "Internet") companies | | |
| Companies with an annual revenue of over US\$4 billion | | |
| [Internet](https://en.wikipedia.org/wiki/List_of_largest_Internet_companies "List of largest Internet companies") | [Adobe](https://en.wikipedia.org/wiki/Adobe_Inc. "Adobe Inc.") [Alibaba](https://en.wikipedia.org/wiki/Alibaba_Group "Alibaba Group") [Alphabet](https://en.wikipedia.org/wiki/Alphabet_Inc. "Alphabet Inc.") [Google](https://en.wikipedia.org/wiki/Google "Google") [Amazon](https://en.wikipedia.org/wiki/Amazon_\(company\) "Amazon (company)") [Apple]() [Baidu](https://en.wikipedia.org/wiki/Baidu "Baidu") [IAC](https://en.wikipedia.org/wiki/IAC_\(company\) "IAC (company)") [Kakao](https://en.wikipedia.org/wiki/Kakao "Kakao") [Meituan](https://en.wikipedia.org/wiki/Meituan "Meituan") [Meta](https://en.wikipedia.org/wiki/Meta_Platforms "Meta Platforms") [Facebook](https://en.wikipedia.org/wiki/Facebook "Facebook") [Microsoft](https://en.wikipedia.org/wiki/Microsoft "Microsoft") [Naver](https://en.wikipedia.org/wiki/Naver_Corporation "Naver Corporation") [NetEase](https://en.wikipedia.org/wiki/NetEase "NetEase") [Tencent](https://en.wikipedia.org/wiki/Tencent "Tencent") [Yandex](https://en.wikipedia.org/wiki/Yandex "Yandex") | |
| Cloud computing | [Akamai](https://en.wikipedia.org/wiki/Akamai_Technologies "Akamai Technologies") [Alibaba Cloud](https://en.wikipedia.org/wiki/Alibaba_Cloud "Alibaba Cloud") [AWS](https://en.wikipedia.org/wiki/Amazon_Web_Services "Amazon Web Services") [Apple iCloud](https://en.wikipedia.org/wiki/ICloud "ICloud") [Google](https://en.wikipedia.org/wiki/Google_Cloud_Platform "Google Cloud Platform") [IBM](https://en.wikipedia.org/wiki/IBM_Cloud "IBM Cloud") [Microsoft Azure](https://en.wikipedia.org/wiki/Microsoft_Azure "Microsoft Azure") [Oracle Corporation](https://en.wikipedia.org/wiki/Oracle_Corporation "Oracle Corporation") [Salesforce](https://en.wikipedia.org/wiki/Salesforce "Salesforce") [SAP](https://en.wikipedia.org/wiki/SAP "SAP") [ServiceNow](https://en.wikipedia.org/wiki/ServiceNow "ServiceNow") | |
| E-commerce | [Amazon.com](https://en.wikipedia.org/wiki/Amazon_\(company\) "Amazon (company)") [Apple]() [Booking Holdings](https://en.wikipedia.org/wiki/Booking_Holdings "Booking Holdings") [Coupang](https://en.wikipedia.org/wiki/Coupang "Coupang") [eBay](https://en.wikipedia.org/wiki/EBay "EBay") [Expedia](https://en.wikipedia.org/wiki/Expedia "Expedia") [Flipkart](https://en.wikipedia.org/wiki/Flipkart "Flipkart") [Groupon](https://en.wikipedia.org/wiki/Groupon "Groupon") [JD.com](https://en.wikipedia.org/wiki/JD.com "JD.com") [Lazada](https://en.wikipedia.org/wiki/Lazada_Group "Lazada Group") [Mercado Libre](https://en.wikipedia.org/wiki/Mercado_Libre "Mercado Libre") [PDD Holdings](https://en.wikipedia.org/wiki/Pinduoduo "Pinduoduo") [Rakuten](https://en.wikipedia.org/wiki/Rakuten "Rakuten") [Shopee](https://en.wikipedia.org/wiki/Shopee "Shopee") [Shopify](https://en.wikipedia.org/wiki/Shopify "Shopify") [Suning.com](https://en.wikipedia.org/wiki/Suning.com "Suning.com") [Trip.com](https://en.wikipedia.org/wiki/Trip.com "Trip.com") [Uber](https://en.wikipedia.org/wiki/Uber "Uber") [Wayfair](https://en.wikipedia.org/wiki/Wayfair "Wayfair") [Zalando](https://en.wikipedia.org/wiki/Zalando "Zalando") | |
| Media | [Bloomberg](https://en.wikipedia.org/wiki/Bloomberg_L.P. "Bloomberg L.P.") [BuzzFeed](https://en.wikipedia.org/wiki/BuzzFeed "BuzzFeed") [ByteDance](https://en.wikipedia.org/wiki/ByteDance "ByteDance") [Disney Streaming](https://en.wikipedia.org/wiki/Disney_Streaming "Disney Streaming") [Kuaishou](https://en.wikipedia.org/wiki/Kuaishou "Kuaishou") [Netflix](https://en.wikipedia.org/wiki/Netflix,_Inc. "Netflix, Inc.") [Paramount Streaming](https://en.wikipedia.org/wiki/Paramount_Streaming "Paramount Streaming") [Spotify](https://en.wikipedia.org/wiki/Spotify "Spotify") [Warner Bros. Discovery](https://en.wikipedia.org/wiki/Warner_Bros._Discovery "Warner Bros. Discovery") | |
| [v](https://en.wikipedia.org/wiki/Template:Major_information_storage_companies "Template:Major information storage companies") [t](https://en.wikipedia.org/wiki/Template_talk:Major_information_storage_companies "Template talk:Major information storage companies") [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Major_information_storage_companies "Special:EditPage/Template:Major information storage companies")Major [information storage](https://en.wikipedia.org/wiki/Information_storage "Information storage") companies | | |
| Companies with an annual revenue of over US\$3 billion | | |
| [ADATA](https://en.wikipedia.org/wiki/ADATA "ADATA") [Amazon](https://en.wikipedia.org/wiki/Amazon_Inc. "Amazon Inc.") [Apple]() [Dell](https://en.wikipedia.org/wiki/Dell_Technologies "Dell Technologies") [Dell EMC](https://en.wikipedia.org/wiki/Dell_EMC "Dell EMC") [Fujitsu](https://en.wikipedia.org/wiki/Fujitsu "Fujitsu") [Google](https://en.wikipedia.org/wiki/Google "Google") [Hitachi Data Systems](https://en.wikipedia.org/wiki/Hitachi_Data_Systems "Hitachi Data Systems") [Hewlett Packard Enterprise](https://en.wikipedia.org/wiki/Hewlett_Packard_Enterprise "Hewlett Packard Enterprise") [IBM](https://en.wikipedia.org/wiki/IBM "IBM") [Kingston Technology](https://en.wikipedia.org/wiki/Kingston_Technology "Kingston Technology") [Kioxia](https://en.wikipedia.org/wiki/Kioxia "Kioxia") [Microsoft](https://en.wikipedia.org/wiki/Microsoft "Microsoft") [NetApp](https://en.wikipedia.org/wiki/NetApp "NetApp") [Oracle](https://en.wikipedia.org/wiki/Oracle_Corporation "Oracle Corporation") [Plextor](https://en.wikipedia.org/wiki/Plextor "Plextor") [Samsung](https://en.wikipedia.org/wiki/Samsung_Electronics "Samsung Electronics") [Seagate](https://en.wikipedia.org/wiki/Seagate_Technology "Seagate Technology") [Silicon Power](https://en.wikipedia.org/wiki/Silicon_Power "Silicon Power") [Sony](https://en.wikipedia.org/wiki/Sony "Sony") [Transcend Information](https://en.wikipedia.org/wiki/Transcend_Information "Transcend Information") [Western Digital](https://en.wikipedia.org/wiki/Western_Digital "Western Digital") | | |
| [v](https://en.wikipedia.org/wiki/Template:Major_mobile_device_companies "Template:Major mobile device companies") [t](https://en.wikipedia.org/wiki/Template_talk:Major_mobile_device_companies "Template talk:Major mobile device companies") [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Major_mobile_device_companies "Special:EditPage/Template:Major mobile device companies")Major [mobile device](https://en.wikipedia.org/wiki/Mobile_device "Mobile device") companies | | |
| Companies with an annual revenue of over US\$3 billion | | |
| [Acer](https://en.wikipedia.org/wiki/Acer_Inc. "Acer Inc.") [Advan](https://en.wikipedia.org/wiki/Advan_\(brand\) "Advan (brand)") [Alba](https://en.wikipedia.org/wiki/Alba_\(brand\) "Alba (brand)") [Amazon](https://en.wikipedia.org/wiki/Amazon_\(company\) "Amazon (company)") [Apple]() [Asus](https://en.wikipedia.org/wiki/Asus "Asus") [BlackBerry Limited](https://en.wikipedia.org/wiki/BlackBerry_Limited "BlackBerry Limited") [BLU Products](https://en.wikipedia.org/wiki/BLU_Products "BLU Products") [Bush](https://en.wikipedia.org/wiki/Bush_\(brand\) "Bush (brand)") [Dell](https://en.wikipedia.org/wiki/Dell "Dell") [Alienware](https://en.wikipedia.org/wiki/Alienware "Alienware") [Foxconn](https://en.wikipedia.org/wiki/Foxconn "Foxconn") [FIH Mobile](https://en.wikipedia.org/wiki/FIH_Mobile "FIH Mobile") [Sharp](https://en.wikipedia.org/wiki/Sharp_Corporation "Sharp Corporation") [Dynabook](https://en.wikipedia.org/wiki/Dynabook_Inc. "Dynabook Inc.") [Fujitsu](https://en.wikipedia.org/wiki/Fujitsu "Fujitsu") [Gionee](https://en.wikipedia.org/wiki/Gionee "Gionee") [Google](https://en.wikipedia.org/wiki/Google "Google") ([Fitbit](https://en.wikipedia.org/wiki/Fitbit "Fitbit")) [Haier](https://en.wikipedia.org/wiki/Haier "Haier") [Hisense](https://en.wikipedia.org/wiki/Hisense "Hisense") [HMD](https://en.wikipedia.org/wiki/HMD_Global "HMD Global") [Nokia](https://en.wikipedia.org/wiki/Nokia "Nokia") [Honor](https://en.wikipedia.org/wiki/Honor_\(company\) "Honor (company)") [HP](https://en.wikipedia.org/wiki/HP_Inc. "HP Inc.") [HTC](https://en.wikipedia.org/wiki/HTC "HTC") [Huawei](https://en.wikipedia.org/wiki/Huawei "Huawei") [Intel](https://en.wikipedia.org/wiki/Intel "Intel") [Kyocera](https://en.wikipedia.org/wiki/Kyocera "Kyocera") [Lenovo](https://en.wikipedia.org/wiki/Lenovo "Lenovo") [Motorola Mobility](https://en.wikipedia.org/wiki/Motorola_Mobility "Motorola Mobility") [LG](https://en.wikipedia.org/wiki/LG_Electronics "LG Electronics") [Meizu](https://en.wikipedia.org/wiki/Meizu "Meizu") [Microsoft](https://en.wikipedia.org/wiki/Microsoft "Microsoft") [Lumia](https://en.wikipedia.org/wiki/Microsoft_Lumia "Microsoft Lumia") [Nubia](https://en.wikipedia.org/wiki/Nubia_Technology "Nubia Technology") [Onyx Boox](https://en.wikipedia.org/wiki/Onyx_Boox "Onyx Boox") [Oppo](https://en.wikipedia.org/wiki/Oppo "Oppo") [OnePlus](https://en.wikipedia.org/wiki/OnePlus "OnePlus") [Realme](https://en.wikipedia.org/wiki/Realme "Realme") [Panasonic](https://en.wikipedia.org/wiki/Panasonic "Panasonic") [Pegatron](https://en.wikipedia.org/wiki/Pegatron "Pegatron") [Samsung](https://en.wikipedia.org/wiki/Samsung_Electronics "Samsung Electronics") [Sony](https://en.wikipedia.org/wiki/Sony "Sony") [TCL](https://en.wikipedia.org/wiki/TCL_Technology "TCL Technology") [Alcatel Mobile](https://en.wikipedia.org/wiki/Alcatel_Mobile "Alcatel Mobile") [BlackBerry Mobile](https://en.wikipedia.org/wiki/BlackBerry_Mobile "BlackBerry Mobile") [Palm](https://en.wikipedia.org/wiki/Palm,_Inc. "Palm, Inc.") [RCA](https://en.wikipedia.org/wiki/RCA_Corporation "RCA Corporation") [Toshiba](https://en.wikipedia.org/wiki/Toshiba "Toshiba") [Transsion](https://en.wikipedia.org/wiki/Transsion "Transsion") [Infinix](https://en.wikipedia.org/wiki/Infinix_Mobile "Infinix Mobile") [Itel](https://en.wikipedia.org/wiki/Itel_Mobile "Itel Mobile") [Tecno](https://en.wikipedia.org/wiki/Tecno_Mobile "Tecno Mobile") [Tinno Mobile](https://en.wikipedia.org/wiki/Tinno_Mobile "Tinno Mobile") [Wiko](https://en.wikipedia.org/wiki/Wiko "Wiko") [True](https://en.wikipedia.org/wiki/True_Corporation "True Corporation") [Vaio](https://en.wikipedia.org/wiki/Vaio "Vaio") [VinSmart](https://en.wikipedia.org/wiki/VinSmart "VinSmart") [Vivo](https://en.wikipedia.org/wiki/Vivo_\(technology_company\) "Vivo (technology company)") [iQOO](https://en.wikipedia.org/wiki/IQOO "IQOO") [Xiaomi](https://en.wikipedia.org/wiki/Xiaomi "Xiaomi") [POCO](https://en.wikipedia.org/wiki/POCO_\(company\) "POCO (company)") [Redmi](https://en.wikipedia.org/wiki/Redmi "Redmi") [ZTE](https://en.wikipedia.org/wiki/ZTE "ZTE") | | |
| See also [Largest IT companies](https://en.wikipedia.org/wiki/List_of_largest_technology_companies_by_revenue "List of largest technology companies by revenue") [Category:Mobile technology companies](https://en.wikipedia.org/wiki/Category:Mobile_technology_companies "Category:Mobile technology companies") [Category:Mobile phone manufacturers](https://en.wikipedia.org/wiki/Category:Mobile_phone_manufacturers "Category:Mobile phone manufacturers") | | |
| [v](https://en.wikipedia.org/wiki/Template:Major_semiconductor_companies "Template:Major semiconductor companies") [t](https://en.wikipedia.org/wiki/Template_talk:Major_semiconductor_companies "Template talk:Major semiconductor companies") [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Major_semiconductor_companies "Special:EditPage/Template:Major semiconductor companies")Major [semiconductor companies](https://en.wikipedia.org/wiki/Semiconductor_industry "Semiconductor industry") | | |
| *Note = "major" equates to companies with an annual revenue of over US\$3 billion, past or present* | | |
| | | |
| [IDM](https://en.wikipedia.org/wiki/Integrated_device_manufacturer "Integrated device manufacturer") | [Analog Devices](https://en.wikipedia.org/wiki/Analog_Devices "Analog Devices") [Fujitsu](https://en.wikipedia.org/wiki/Fujitsu "Fujitsu") [Infineon](https://en.wikipedia.org/wiki/Infineon_Technologies "Infineon Technologies") [Intel](https://en.wikipedia.org/wiki/Intel "Intel") [Kioxia](https://en.wikipedia.org/wiki/Kioxia "Kioxia") [Microchip](https://en.wikipedia.org/wiki/Microchip_Technology "Microchip Technology") [Micron](https://en.wikipedia.org/wiki/Micron_Technology "Micron Technology") [NXP](https://en.wikipedia.org/wiki/NXP_Semiconductors "NXP Semiconductors") [onsemi](https://en.wikipedia.org/wiki/Onsemi "Onsemi") [Qorvo](https://en.wikipedia.org/wiki/Qorvo "Qorvo") [Renesas](https://en.wikipedia.org/wiki/Renesas_Electronics "Renesas Electronics") [Samsung](https://en.wikipedia.org/wiki/Samsung_Electronics "Samsung Electronics") [SK Hynix](https://en.wikipedia.org/wiki/SK_Hynix "SK Hynix") [STMicroelectronics](https://en.wikipedia.org/wiki/STMicroelectronics "STMicroelectronics") [Texas Instruments](https://en.wikipedia.org/wiki/Texas_Instruments "Texas Instruments") | |
| [Fabless](https://en.wikipedia.org/wiki/Fabless_manufacturing "Fabless manufacturing") | [AMD](https://en.wikipedia.org/wiki/AMD "AMD") [Apple]() [Arm](https://en.wikipedia.org/wiki/Arm_Holdings "Arm Holdings") [Broadcom](https://en.wikipedia.org/wiki/Broadcom "Broadcom") [Marvell](https://en.wikipedia.org/wiki/Marvell_Technology "Marvell Technology") [MediaTek](https://en.wikipedia.org/wiki/MediaTek "MediaTek") [Nvidia](https://en.wikipedia.org/wiki/Nvidia "Nvidia") [Qualcomm](https://en.wikipedia.org/wiki/Qualcomm "Qualcomm") [Skyworks Solutions](https://en.wikipedia.org/wiki/Skyworks_Solutions "Skyworks Solutions") | |
| [Foundry](https://en.wikipedia.org/wiki/Foundry_model "Foundry model") | [GlobalFoundries](https://en.wikipedia.org/wiki/GlobalFoundries "GlobalFoundries") [Samsung Foundry](https://en.wikipedia.org/wiki/Samsung_Electronics#Semiconductors "Samsung Electronics") [SMIC](https://en.wikipedia.org/wiki/Semiconductor_Manufacturing_International_Corporation "Semiconductor Manufacturing International Corporation") [TSMC](https://en.wikipedia.org/wiki/TSMC "TSMC") [UMC](https://en.wikipedia.org/wiki/United_Microelectronics_Corporation "United Microelectronics Corporation") | |
| [OSAT](https://en.wikipedia.org/wiki/Semiconductor_consolidation "Semiconductor consolidation") | [Amkor Technology](https://en.wikipedia.org/wiki/Amkor_Technology "Amkor Technology") [ASE](https://en.wikipedia.org/wiki/ASE_Group "ASE Group") [JCET](https://en.wikipedia.org/wiki/JCET_\(company\) "JCET (company)") [Teradyne](https://en.wikipedia.org/wiki/Teradyne "Teradyne") | |
| Equipment | [Applied Materials](https://en.wikipedia.org/wiki/Applied_Materials "Applied Materials") [ASML](https://en.wikipedia.org/wiki/ASML_Holding "ASML Holding") [KLA](https://en.wikipedia.org/wiki/KLA_Corporation "KLA Corporation") [Lam Research](https://en.wikipedia.org/wiki/Lam_Research "Lam Research") [Tokyo Electron](https://en.wikipedia.org/wiki/Tokyo_Electron "Tokyo Electron") | |
| Software | [Cadence](https://en.wikipedia.org/wiki/Cadence_Design_Systems "Cadence Design Systems") [Synopsys](https://en.wikipedia.org/wiki/Synopsys "Synopsys") | |
| [v](https://en.wikipedia.org/wiki/Template:Major_software_companies "Template:Major software companies") [t](https://en.wikipedia.org/wiki/Template_talk:Major_software_companies "Template talk:Major software companies") [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Major_software_companies "Special:EditPage/Template:Major software companies")Major [software](https://en.wikipedia.org/wiki/Software "Software") companies | | |
| Companies with annual software revenue of over US\$3 billion | | |
| [Adobe](https://en.wikipedia.org/wiki/Adobe_Inc. "Adobe Inc.") [Amadeus IT Group](https://en.wikipedia.org/wiki/Amadeus_IT_Group "Amadeus IT Group") [Amazon](https://en.wikipedia.org/wiki/Amazon_\(company\) "Amazon (company)") [Apple]() [Autodesk](https://en.wikipedia.org/wiki/Autodesk "Autodesk") [Citrix](https://en.wikipedia.org/wiki/Citrix_Systems "Citrix Systems") [FIS](https://en.wikipedia.org/wiki/FIS_\(company\) "FIS (company)") [Google](https://en.wikipedia.org/wiki/Google "Google") [HPE](https://en.wikipedia.org/wiki/Hewlett_Packard_Enterprise "Hewlett Packard Enterprise") [IBM](https://en.wikipedia.org/wiki/IBM "IBM") [Intuit](https://en.wikipedia.org/wiki/Intuit "Intuit") [Infor](https://en.wikipedia.org/wiki/Infor "Infor") [Microsoft](https://en.wikipedia.org/wiki/Microsoft "Microsoft") [Oracle](https://en.wikipedia.org/wiki/Oracle_Corporation "Oracle Corporation") [Quest Software](https://en.wikipedia.org/wiki/Quest_Software "Quest Software") [Sage Group](https://en.wikipedia.org/wiki/Sage_Group "Sage Group") [SAP](https://en.wikipedia.org/wiki/SAP "SAP") [SAS Institute](https://en.wikipedia.org/wiki/SAS_Institute "SAS Institute") [Tencent](https://en.wikipedia.org/wiki/Tencent "Tencent") | | |
| See also [Largest IT companies](https://en.wikipedia.org/wiki/List_of_largest_technology_companies_by_revenue "List of largest technology companies by revenue") [Largest software companies](https://en.wikipedia.org/wiki/List_of_the_largest_software_companies "List of the largest software companies") [Category:Software companies](https://en.wikipedia.org/wiki/Category:Software_companies "Category:Software companies") | | |
| [v](https://en.wikipedia.org/wiki/Template:Major_retail_companies "Template:Major retail companies") [t](https://en.wikipedia.org/wiki/Template_talk:Major_retail_companies "Template talk:Major retail companies") [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Major_retail_companies "Special:EditPage/Template:Major retail companies")Major [retail](https://en.wikipedia.org/wiki/Retail "Retail") companies | | |
| Companies with global retail sales of over US\$25 billion ([according to](https://cdn2.hubspot.net/hubfs/3788602/Kantar_Top50_Global.pdf) [Kantar Group](https://en.wikipedia.org/wiki/Kantar_Group "Kantar Group"), in order of decreasing revenue) | | |
| [Walmart](https://en.wikipedia.org/wiki/Walmart "Walmart") [Amazon](https://en.wikipedia.org/wiki/Amazon_\(company\) "Amazon (company)") (incl. [Whole Foods Market](https://en.wikipedia.org/wiki/Whole_Foods_Market "Whole Foods Market")) [Costco](https://en.wikipedia.org/wiki/Costco "Costco") [Schwarz Gruppe](https://en.wikipedia.org/wiki/Schwarz_Group "Schwarz Group") (incl. [Lidl](https://en.wikipedia.org/wiki/Lidl "Lidl") and [Kaufland](https://en.wikipedia.org/wiki/Kaufland "Kaufland")) [Kroger](https://en.wikipedia.org/wiki/Kroger "Kroger") [Walgreens Boots Alliance](https://en.wikipedia.org/wiki/Walgreens_Boots_Alliance "Walgreens Boots Alliance") [The Home Depot](https://en.wikipedia.org/wiki/Home_Depot "Home Depot") [Aldi](https://en.wikipedia.org/wiki/Aldi "Aldi") [JD.com](https://en.wikipedia.org/wiki/JD.com "JD.com") [Carrefour](https://en.wikipedia.org/wiki/Carrefour "Carrefour") [Seven & i](https://en.wikipedia.org/wiki/Seven_%26_I_Holdings "Seven & I Holdings") [CVS Pharmacy](https://en.wikipedia.org/wiki/CVS_Pharmacy "CVS Pharmacy") [Tesco](https://en.wikipedia.org/wiki/Tesco "Tesco") [Target Corporation](https://en.wikipedia.org/wiki/Target_Corporation "Target Corporation") [Ahold Delhaize](https://en.wikipedia.org/wiki/Ahold_Delhaize "Ahold Delhaize") [AEON](https://en.wikipedia.org/wiki/Aeon_\(company\) "Aeon (company)") [Lowe's](https://en.wikipedia.org/wiki/Lowe%27s "Lowe's") [Albertsons](https://en.wikipedia.org/wiki/Albertsons "Albertsons") [Alibaba Group](https://en.wikipedia.org/wiki/Alibaba_Group "Alibaba Group") [Apple]() [Edeka](https://en.wikipedia.org/wiki/Edeka "Edeka") [Auchan](https://en.wikipedia.org/wiki/Auchan "Auchan") [IKEA](https://en.wikipedia.org/wiki/IKEA "IKEA") [Groupe Casino](https://en.wikipedia.org/wiki/Groupe_Casino "Groupe Casino") [REWE Group](https://en.wikipedia.org/wiki/REWE_Group "REWE Group") [E.Leclerc](https://en.wikipedia.org/wiki/E.Leclerc "E.Leclerc") [Intermarché](https://en.wikipedia.org/wiki/Intermarch%C3%A9 "Intermarché") [Suning.com](https://en.wikipedia.org/wiki/Suning.com "Suning.com") [Woolworths Group](https://en.wikipedia.org/wiki/Woolworths_Group_\(Australia\) "Woolworths Group (Australia)") [Best Buy](https://en.wikipedia.org/wiki/Best_Buy "Best Buy") [Publix](https://en.wikipedia.org/wiki/Publix "Publix") [FamilyMart](https://en.wikipedia.org/wiki/FamilyMart "FamilyMart") [Metro AG](https://en.wikipedia.org/wiki/Metro_AG "Metro AG") [A.S. Watson](https://en.wikipedia.org/wiki/AS_Watson "AS Watson") [TJX Companies](https://en.wikipedia.org/wiki/TJX "TJX") [Sainsbury's](https://en.wikipedia.org/wiki/Sainsbury%27s "Sainsbury's") [Loblaw Companies](https://en.wikipedia.org/wiki/Loblaw_Companies "Loblaw Companies") [China Resources Enterprise](https://en.wikipedia.org/wiki/China_Resources_Beer "China Resources Beer") [Mercadona](https://en.wikipedia.org/wiki/Mercadona "Mercadona") [H-E-B](https://en.wikipedia.org/wiki/H-E-B "H-E-B") [Dollar General](https://en.wikipedia.org/wiki/Dollar_General "Dollar General") [X5 Group](https://en.wikipedia.org/wiki/X5_Group "X5 Group") (incl. [Pyaterochka](https://en.wikipedia.org/wiki/Pyaterochka "Pyaterochka") and [Perekrestok](https://en.wikipedia.org/wiki/Perekrestok_\(supermarket_chain\) "Perekrestok (supermarket chain)")) [Coopérative U](https://en.wikipedia.org/wiki/Coop%C3%A9rative_U "Coopérative U") [Coles Group](https://en.wikipedia.org/wiki/Coles_Group "Coles Group") [Dairy Farm](https://en.wikipedia.org/wiki/DFI_Retail_Group "DFI Retail Group") [Adeo](https://en.wikipedia.org/wiki/Adeo "Adeo") [Ceconomy](https://en.wikipedia.org/wiki/Ceconomy "Ceconomy") (incl. [MediaMarkt](https://en.wikipedia.org/wiki/MediaMarkt "MediaMarkt")) [Dollar Tree](https://en.wikipedia.org/wiki/Dollar_Tree "Dollar Tree") [Coop Schweiz](https://en.wikipedia.org/wiki/Coop_\(Switzerland\) "Coop (Switzerland)") [Lawson](https://en.wikipedia.org/wiki/Lawson_\(store\) "Lawson (store)") | | |
| [v](https://en.wikipedia.org/wiki/Template:Cable_TV_in_the_United_States "Template:Cable TV in the United States") [t](https://en.wikipedia.org/wiki/Template_talk:Cable_TV_in_the_United_States "Template talk:Cable TV in the United States") [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Cable_TV_in_the_United_States "Special:EditPage/Template:Cable TV in the United States")Cable, satellite, and other specialty television providers ([multi-channel video programming distributors](https://en.wikipedia.org/wiki/Multichannel_television_in_the_United_States "Multichannel television in the United States")) in the [United States](https://en.wikipedia.org/wiki/United_States "United States") | | |
| [Cable](https://en.wikipedia.org/wiki/Cable_television_in_the_United_States "Cable television in the United States") | [Altice USA](https://en.wikipedia.org/wiki/Altice_USA "Altice USA") [Optimum](https://en.wikipedia.org/wiki/Optimum_\(brand\) "Optimum (brand)") [Suddenlink Communications](https://en.wikipedia.org/wiki/Suddenlink_Communications "Suddenlink Communications") [Armstrong](https://en.wikipedia.org/wiki/Armstrong_Group_of_Companies "Armstrong Group of Companies") [Astound Broadband](https://en.wikipedia.org/wiki/Astound_Broadband "Astound Broadband") [Grande Communications](https://en.wikipedia.org/wiki/Grande_Communications "Grande Communications") [RCN Corporation](https://en.wikipedia.org/wiki/RCN_Corporation "RCN Corporation") [Wave Broadband](https://en.wikipedia.org/wiki/Wave_Broadband "Wave Broadband") [AT\&T Alascom](https://en.wikipedia.org/wiki/AT%26T_Alascom "AT&T Alascom") [Blue Ridge Communications](https://en.wikipedia.org/wiki/Blue_Ridge_Communications "Blue Ridge Communications") [Adams Cable](https://en.wikipedia.org/wiki/Adams_Cable "Adams Cable") [Blue Stream](https://en.wikipedia.org/wiki/Blue_Stream_\(company\) "Blue Stream (company)") [Breezeline](https://en.wikipedia.org/wiki/Breezeline "Breezeline") [Broadstripe](https://en.wikipedia.org/wiki/Broadstripe "Broadstripe") [Buckeye Broadband](https://en.wikipedia.org/wiki/Buckeye_Broadband "Buckeye Broadband") [Cable One](https://en.wikipedia.org/wiki/Cable_One "Cable One") [Hargray](https://en.wikipedia.org/wiki/Hargray "Hargray") [Comcast Xfinity](https://en.wikipedia.org/wiki/Xfinity "Xfinity") [Consolidated Communications](https://en.wikipedia.org/wiki/Consolidated_Communications "Consolidated Communications") [Cox Communications](https://en.wikipedia.org/wiki/Cox_Communications "Cox Communications") [Docomo Pacific](https://en.wikipedia.org/wiki/Docomo_Pacific "Docomo Pacific") [Emery Telcom](https://en.wikipedia.org/wiki/Emery_Telcom "Emery Telcom") [Full Channel](https://en.wikipedia.org/wiki/Full_Channel "Full Channel") [GCI](https://en.wikipedia.org/wiki/GCI_\(company\) "GCI (company)") [Mediacom](https://en.wikipedia.org/wiki/Mediacom "Mediacom") [Midco](https://en.wikipedia.org/wiki/Midco "Midco") [Liberty Puerto Rico](https://en.wikipedia.org/wiki/Liberty_Puerto_Rico "Liberty Puerto Rico") [Satview Broadband](https://en.wikipedia.org/wiki/Satview_Broadband "Satview Broadband") [Service Electric](https://en.wikipedia.org/wiki/Service_Electric "Service Electric") [Shentel](https://en.wikipedia.org/wiki/Shentel "Shentel") [Spectrum](https://en.wikipedia.org/wiki/Spectrum_\(brand\) "Spectrum (brand)") [SRT Communications](https://en.wikipedia.org/wiki/SRT_Communications "SRT Communications") [TDS Telecom](https://en.wikipedia.org/wiki/TDS_Telecom "TDS Telecom") Troy Cablevision [TruVista Communications](https://en.wikipedia.org/wiki/TruVista_Communications "TruVista Communications") [Vyve Broadband](https://en.wikipedia.org/wiki/Vyve_Broadband "Vyve Broadband") [WOW\!](https://en.wikipedia.org/wiki/Wide_Open_West "Wide Open West") | |
| [Satellite](https://en.wikipedia.org/wiki/Satellite_television_in_the_United_States "Satellite television in the United States") | [Claro Puerto Rico](https://en.wikipedia.org/wiki/Claro_Puerto_Rico "Claro Puerto Rico") [Dish Network](https://en.wikipedia.org/wiki/Dish_Network "Dish Network") [DirecTV](https://en.wikipedia.org/wiki/DirecTV "DirecTV") [Glorystar](https://en.wikipedia.org/wiki/Glorystar "Glorystar") [Headend in the Sky](https://en.wikipedia.org/wiki/Headend_in_the_Sky "Headend in the Sky") | |
| [Fiber](https://en.wikipedia.org/wiki/Fiber_to_the_x "Fiber to the x") / [IPTV](https://en.wikipedia.org/wiki/IPTV "IPTV") | [Altafiber](https://en.wikipedia.org/wiki/Altafiber "Altafiber") [Hawaiian Telcom](https://en.wikipedia.org/wiki/Hawaiian_Telcom "Hawaiian Telcom") [Claro](https://en.wikipedia.org/wiki/Claro_Puerto_Rico "Claro Puerto Rico") [Consolidated Communications](https://en.wikipedia.org/wiki/Consolidated_Communications "Consolidated Communications") [EPB](https://en.wikipedia.org/wiki/EPB "EPB") [Frontier Fiber](https://en.wikipedia.org/wiki/Frontier_Fiber "Frontier Fiber") [GTA Teleguam](https://en.wikipedia.org/wiki/GTA_Teleguam "GTA Teleguam") [Midco](https://en.wikipedia.org/wiki/Midco "Midco") [NEP Datastream TV](https://en.wikipedia.org/wiki/NEP_Telephone "NEP Telephone") [North State Communications](https://en.wikipedia.org/wiki/North_State_Communications "North State Communications") [Sonic.net](https://en.wikipedia.org/wiki/Sonic_\(ISP\) "Sonic (ISP)") [TDS Telecom](https://en.wikipedia.org/wiki/TDS_Telecom "TDS Telecom") [Verizon Fios](https://en.wikipedia.org/wiki/Verizon_Fios "Verizon Fios") [Whidbey Telecom](https://en.wikipedia.org/wiki/Whidbey_Telecom "Whidbey Telecom") [Windstream Kinetic](https://en.wikipedia.org/wiki/Windstream_Holdings "Windstream Holdings") [Ziply Fiber](https://en.wikipedia.org/wiki/Ziply_Fiber "Ziply Fiber") | |
| [Virtual MVPD](https://en.wikipedia.org/wiki/Multichannel_television_in_the_United_States#Virtual_MVPD,_TV_Everywhere,_and_over-the-top_media_services "Multichannel television in the United States") | [DirecTV Stream](https://en.wikipedia.org/wiki/DirecTV_Stream "DirecTV Stream") [Frndly TV](https://en.wikipedia.org/wiki/Frndly_TV "Frndly TV") [FuboTV](https://en.wikipedia.org/wiki/FuboTV "FuboTV") [Hulu + Live TV](https://en.wikipedia.org/wiki/Hulu#Hulu_+_Live_TV_service "Hulu") [Philo](https://en.wikipedia.org/wiki/Philo_\(company\) "Philo (company)") [Sling TV](https://en.wikipedia.org/wiki/Sling_TV "Sling TV") [Spectrum TV Stream](https://en.wikipedia.org/wiki/Spectrum_TV_Stream "Spectrum TV Stream") [Xfinity Flex](https://en.wikipedia.org/wiki/Xfinity_Flex "Xfinity Flex") [YouTube TV](https://en.wikipedia.org/wiki/YouTube_TV "YouTube TV") | |
| [Over- the-top VOD](https://en.wikipedia.org/wiki/Over-the-top_media_service "Over-the-top media service") | [A\&E Networks](https://en.wikipedia.org/wiki/A%26E_Networks "A&E Networks") [Crime Central](https://en.wikipedia.org/wiki/A%26E_Crime_Central "A&E Crime Central") [History Vault](https://en.wikipedia.org/wiki/History_\(American_TV_network\) "History (American TV network)") [Lifetime Movie Club](https://en.wikipedia.org/wiki/Lifetime_\(TV_network\) "Lifetime (TV network)") [Amazon](https://en.wikipedia.org/wiki/Amazon_\(company\) "Amazon (company)") [Prime Video](https://en.wikipedia.org/wiki/Amazon_Prime_Video "Amazon Prime Video") [MGM+](https://en.wikipedia.org/wiki/MGM%2B "MGM+") [Freevee](https://en.wikipedia.org/wiki/Amazon_Freevee "Amazon Freevee") [ScreenPix](https://en.wikipedia.org/wiki/ScreenPix "ScreenPix") [AMC Networks](https://en.wikipedia.org/wiki/AMC_Networks "AMC Networks") [Acorn TV](https://en.wikipedia.org/wiki/Acorn_TV "Acorn TV") [AMC+](https://en.wikipedia.org/wiki/AMC%2B "AMC+") [Hidive](https://en.wikipedia.org/wiki/Hidive "Hidive") [IFC Films Unlimited](https://en.wikipedia.org/wiki/IFC_Films "IFC Films") [Shudder](https://en.wikipedia.org/wiki/Shudder_\(streaming_service\) "Shudder (streaming service)") [Sundance Now](https://en.wikipedia.org/wiki/Sundance_TV "Sundance TV") [Allblk](https://en.wikipedia.org/wiki/Allblk "Allblk") [WE TV+](https://en.wikipedia.org/wiki/WE_TV "WE TV") [Angel Studios](https://en.wikipedia.org/wiki/Angel_Studios "Angel Studios") [Apple TV](https://en.wikipedia.org/wiki/Apple_TV_\(streaming_service\) "Apple TV (streaming service)") [BritBox](https://en.wikipedia.org/wiki/BritBox "BritBox") [Brown Sugar](https://en.wikipedia.org/wiki/Bounce_TV#Brown_Sugar "Bounce TV") [BroadwayHD](https://en.wikipedia.org/wiki/BroadwayHD "BroadwayHD") [Cineverse](https://en.wikipedia.org/wiki/Cineverse "Cineverse") [CONtv](https://en.wikipedia.org/wiki/CONtv "CONtv") [Docurama](https://en.wikipedia.org/wiki/Docurama "Docurama") [Dove Channel](https://en.wikipedia.org/wiki/Dove_Channel_\(streaming_service\) "Dove Channel (streaming service)") [Fandor](https://en.wikipedia.org/wiki/Fandor "Fandor") [Screambox](https://en.wikipedia.org/wiki/Screambox "Screambox") [The Criterion Channel](https://en.wikipedia.org/wiki/The_Criterion_Collection "The Criterion Collection") [Curiosity Stream](https://en.wikipedia.org/wiki/Curiosity_Stream "Curiosity Stream") [CW Seed](https://en.wikipedia.org/wiki/CW_Seed "CW Seed") [Dekkoo](https://en.wikipedia.org/wiki/Dekkoo "Dekkoo") [Disney](https://en.wikipedia.org/wiki/The_Walt_Disney_Company "The Walt Disney Company") [Disney+](https://en.wikipedia.org/wiki/Disney%2B "Disney+") [Hulu](https://en.wikipedia.org/wiki/Hulu "Hulu") [ESPN+](https://en.wikipedia.org/wiki/ESPN%2B "ESPN+") [DOGTV](https://en.wikipedia.org/wiki/DOGTV "DOGTV") [Dropout](https://en.wikipedia.org/wiki/Dropout_\(streaming_service\) "Dropout (streaming service)") [Eros Now](https://en.wikipedia.org/wiki/Eros_Now "Eros Now") [Facebook Watch](https://en.wikipedia.org/wiki/Facebook_Watch "Facebook Watch") [FilmRise](https://en.wikipedia.org/wiki/FilmRise "FilmRise") [Fox Corporation](https://en.wikipedia.org/wiki/Fox_Corporation "Fox Corporation") [Fox Nation](https://en.wikipedia.org/wiki/Fox_Nation "Fox Nation") [Tubi](https://en.wikipedia.org/wiki/Tubi "Tubi") [Hallmark+](https://en.wikipedia.org/wiki/Hallmark%2B "Hallmark+") [Here TV](https://en.wikipedia.org/wiki/Here_TV "Here TV") [Kino Lorber](https://en.wikipedia.org/wiki/Kino_Lorber "Kino Lorber") [MHz Choice](https://en.wikipedia.org/wiki/MHz_Networks#MHz_Choice "MHz Networks") Kino Film Collection [Kocowa](https://en.wikipedia.org/wiki/Kocowa "Kocowa") [Local Now](https://en.wikipedia.org/wiki/Local_Now "Local Now") [MUBI](https://en.wikipedia.org/wiki/Mubi_\(streaming_service\) "Mubi (streaming service)") [Netflix](https://en.wikipedia.org/wiki/Netflix "Netflix") [NBCUniversal](https://en.wikipedia.org/wiki/NBCUniversal "NBCUniversal") [Peacock](https://en.wikipedia.org/wiki/Peacock_\(streaming_service\) "Peacock (streaming service)") [Vudu](https://en.wikipedia.org/wiki/Vudu "Vudu") [Xumo](https://en.wikipedia.org/wiki/Xumo "Xumo") [NFL+](https://en.wikipedia.org/wiki/NFL%2B "NFL+") [Paramount Global](https://en.wikipedia.org/wiki/Paramount_Global "Paramount Global") [BET+](https://en.wikipedia.org/wiki/BET%2B "BET+") [Paramount+](https://en.wikipedia.org/wiki/Paramount%2B "Paramount+") [Noggin](https://en.wikipedia.org/wiki/Noggin_\(brand\) "Noggin (brand)") [Pluto TV](https://en.wikipedia.org/wiki/Pluto_TV "Pluto TV") [Showtime](https://en.wikipedia.org/wiki/Showtime_\(TV_network\) "Showtime (TV network)") [Racetrack Television Network](https://en.wikipedia.org/wiki/Racetrack_Television_Network "Racetrack Television Network") [Redbox](https://en.wikipedia.org/wiki/Redbox "Redbox") [Revry](https://en.wikipedia.org/wiki/Revry "Revry") [Roku Channel](https://en.wikipedia.org/wiki/The_Roku_Channel "The Roku Channel") [Sony](https://en.wikipedia.org/wiki/Sony_Pictures "Sony Pictures") [Crunchyroll](https://en.wikipedia.org/wiki/Crunchyroll "Crunchyroll") [Samsung TV Plus](https://en.wikipedia.org/wiki/Samsung_TV_Plus "Samsung TV Plus") [Shout! Factory TV](https://en.wikipedia.org/wiki/Shout!_Factory "Shout! Factory") [Starz](https://en.wikipedia.org/wiki/Starz "Starz") [Stirr](https://en.wikipedia.org/wiki/Stirr "Stirr") [Univision](https://en.wikipedia.org/wiki/TelevisaUnivision_\(United_States\) "TelevisaUnivision (United States)") [Pantaya](https://en.wikipedia.org/wiki/Pantaya "Pantaya") [Univision NOW](https://en.wikipedia.org/wiki/TelevisaUnivision_\(United_States\)#Digital_properties "TelevisaUnivision (United States)") [ViX](https://en.wikipedia.org/wiki/Vix_\(streaming_service\) "Vix (streaming service)") [Tivo Stream 4k](https://en.wikipedia.org/wiki/Tivo "Tivo") [Topic](https://en.wikipedia.org/wiki/First_Look_Media "First Look Media") [UFC Fight Pass](https://en.wikipedia.org/wiki/UFC_Fight_Pass "UFC Fight Pass") [Viaplay](https://en.wikipedia.org/wiki/Viaplay "Viaplay") [Viki](https://en.wikipedia.org/wiki/Viki_\(streaming_service\) "Viki (streaming service)") [ViX](https://en.wikipedia.org/wiki/Vix_\(streaming_service\) "Vix (streaming service)") [Warner Bros. Discovery](https://en.wikipedia.org/wiki/Warner_Bros._Discovery "Warner Bros. Discovery") [Boomerang](https://en.wikipedia.org/wiki/Boomerang_\(TV_network\) "Boomerang (TV network)") [Cinemax](https://en.wikipedia.org/wiki/Cinemax "Cinemax") [Discovery+](https://en.wikipedia.org/wiki/Discovery%2B "Discovery+") [Food Network Kitchen](https://en.wikipedia.org/wiki/Food_Network "Food Network") [HBO Max](https://en.wikipedia.org/wiki/HBO_Max "HBO Max") [Rooster Teeth](https://en.wikipedia.org/wiki/Rooster_Teeth "Rooster Teeth") [WOW Presents Plus](https://en.wikipedia.org/wiki/WOW_Presents_Plus "WOW Presents Plus") [WWE Network](https://en.wikipedia.org/wiki/WWE_Network "WWE Network") [YuppTV](https://en.wikipedia.org/wiki/YuppTV "YuppTV") | |
| Defunct | | |
| | | |
| Cable | [Adelphia Communications Corporation](https://en.wikipedia.org/wiki/Adelphia_Communications_Corporation "Adelphia Communications Corporation") [Alameda Power and Telecom](https://en.wikipedia.org/wiki/Alameda_Municipal_Power "Alameda Municipal Power") [Astound Broadband](https://en.wikipedia.org/wiki/Astound_Broadband "Astound Broadband") [AT\&T Broadband](https://en.wikipedia.org/wiki/AT%26T_Broadband "AT&T Broadband") [MediaOne/Continental Cablevision](https://en.wikipedia.org/wiki/MediaOne "MediaOne") [Tele-Communications Inc.](https://en.wikipedia.org/wiki/Tele-Communications_Inc. "Tele-Communications Inc.") [Baja Broadband](https://en.wikipedia.org/wiki/Baja_Broadband "Baja Broadband") [US Cable](https://en.wikipedia.org/wiki/US_Cable "US Cable") [Bresnan Communications](https://en.wikipedia.org/wiki/Bresnan_Communications "Bresnan Communications") [Bright House Networks](https://en.wikipedia.org/wiki/Bright_House_Networks "Bright House Networks") [Cablevision](https://en.wikipedia.org/wiki/Cablevision "Cablevision") [Champion Broadband](https://en.wikipedia.org/wiki/Champion_Broadband "Champion Broadband") [Chicken Soup for the Soul Entertainment](https://en.wikipedia.org/wiki/Chicken_Soup_for_the_Soul_Entertainment "Chicken Soup for the Soul Entertainment") [Crackle](https://en.wikipedia.org/wiki/Crackle_\(service\) "Crackle (service)") [Popcornflix](https://en.wikipedia.org/wiki/Popcornflix "Popcornflix") [Cobridge Communications](https://en.wikipedia.org/wiki/Cobridge_Communications "Cobridge Communications") [Community Home Entertainment](https://en.wikipedia.org/wiki/Community_Home_Entertainment "Community Home Entertainment") [FairPoint Communications](https://en.wikipedia.org/wiki/FairPoint_Communications "FairPoint Communications") [Graceba Total Communications](https://en.wikipedia.org/wiki/Graceba_Total_Communications "Graceba Total Communications") [Insight Communications](https://en.wikipedia.org/wiki/Insight_Communications "Insight Communications") [Jones Intercable](https://en.wikipedia.org/wiki/Jones_Intercable "Jones Intercable") [King Videocable](https://en.wikipedia.org/wiki/King_Videocable "King Videocable") [Knology](https://en.wikipedia.org/wiki/Knology "Knology") [Marcus Cable](https://en.wikipedia.org/wiki/Marcus_Cable "Marcus Cable") [NPG Cable](https://en.wikipedia.org/wiki/News-Press_%26_Gazette_Company#Cable_operations "News-Press & Gazette Company") [Paragon Cable](https://en.wikipedia.org/wiki/Paragon_Cable "Paragon Cable") [Rapid Communications](https://en.wikipedia.org/wiki/Rapid_Communications "Rapid Communications") [TelePrompTer/Group W Cable](https://en.wikipedia.org/wiki/TelePrompTer_Corporation "TelePrompTer Corporation") [Time Warner Cable](https://en.wikipedia.org/wiki/Time_Warner_Cable "Time Warner Cable") [UA-Columbia Cablevision](https://en.wikipedia.org/wiki/UA-Columbia_Cablevision "UA-Columbia Cablevision") [Windjammer Communications](https://en.wikipedia.org/wiki/Windjammer_Communications "Windjammer Communications") | |
| Satellite | [AlphaStar](https://en.wikipedia.org/wiki/AlphaStar_\(satellite_broadcasting_service\) "AlphaStar (satellite broadcasting service)") [GlobeCast World TV](https://en.wikipedia.org/wiki/GlobeCast_World_TV "GlobeCast World TV") [Orby TV](https://en.wikipedia.org/wiki/Orby_TV "Orby TV") [PrimeStar](https://en.wikipedia.org/wiki/PrimeStar "PrimeStar") [United States Satellite Broadcasting](https://en.wikipedia.org/wiki/United_States_Satellite_Broadcasting "United States Satellite Broadcasting") [Voom HD Networks](https://en.wikipedia.org/wiki/Voom_HD_Networks "Voom HD Networks") | |
| IPTV | [AT\&T U-verse](https://en.wikipedia.org/wiki/AT%26T_U-verse "AT&T U-verse") [Lumen](https://en.wikipedia.org/wiki/Lumen_Technologies "Lumen Technologies") [Prism TV](https://en.wikipedia.org/wiki/Prism_TV "Prism TV") [Google Fiber TV](https://en.wikipedia.org/wiki/Google_Fiber "Google Fiber") [Sky Angel](https://en.wikipedia.org/wiki/Sky_Angel "Sky Angel") [Virtual Digital Cable](https://en.wikipedia.org/wiki/Virtual_Digital_Cable "Virtual Digital Cable") | |
| Terrestrial | [USDTV](https://en.wikipedia.org/wiki/USDTV "USDTV") [MovieBeam](https://en.wikipedia.org/wiki/MovieBeam "MovieBeam") | |
| Virtual MVPD | [Aereo](https://en.wikipedia.org/wiki/Aereo "Aereo") [HD HomeRun Premium TV](https://en.wikipedia.org/wiki/HDHomeRun#HDHomeRum_Premium_TV "HDHomeRun") [LocalBTV](https://en.wikipedia.org/wiki/LocalBTV "LocalBTV") [Locast](https://en.wikipedia.org/wiki/Locast "Locast") [TVision Live TV+](https://en.wikipedia.org/wiki/T-Mobile_US#TVision "T-Mobile US") [PlayStation Vue](https://en.wikipedia.org/wiki/PlayStation_Vue "PlayStation Vue") [Vidgo](https://en.wikipedia.org/wiki/Vidgo "Vidgo") | |
| Over-the-top | [Anime Network](https://en.wikipedia.org/wiki/Anime_Network "Anime Network") [CNN+](https://en.wikipedia.org/wiki/CNN%2B "CNN+") [Comedy Central Now](https://en.wikipedia.org/wiki/Comedy_Central "Comedy Central") [DC Universe](https://en.wikipedia.org/wiki/DC_Universe_\(streaming_service\) "DC Universe (streaming service)") [DramaFever](https://en.wikipedia.org/wiki/DramaFever "DramaFever") [FilmStruck](https://en.wikipedia.org/wiki/FilmStruck "FilmStruck") [Funimation](https://en.wikipedia.org/wiki/Funimation "Funimation") [FX+](https://en.wikipedia.org/wiki/FX_\(TV_channel\)#FX+ "FX (TV channel)") [go90](https://en.wikipedia.org/wiki/Go90 "Go90") [MTV Hits](https://en.wikipedia.org/wiki/NickMusic#Trademark_reuse_for_Apple_TV_service_\(2019-\) "NickMusic") [NickHits](https://en.wikipedia.org/wiki/Nickelodeon "Nickelodeon") [Quibi](https://en.wikipedia.org/wiki/Quibi "Quibi") [Seeso](https://en.wikipedia.org/wiki/Seeso "Seeso") [Smithsonian Channel Plus](https://en.wikipedia.org/wiki/Smithsonian_Channel "Smithsonian Channel") [SnagFilms](https://en.wikipedia.org/wiki/SnagFilms "SnagFilms") | |
| [v](https://en.wikipedia.org/wiki/Template:North_American_TV "Template:North American TV") [t](https://en.wikipedia.org/wiki/Template_talk:North_American_TV "Template talk:North American TV") [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:North_American_TV "Special:EditPage/Template:North American TV")Additional resources on North American television | | |
| North America | [List of local television stations in North America](https://en.wikipedia.org/wiki/Template:Television_stations_in_North_America "Template:Television stations in North America") [DTV transition](https://en.wikipedia.org/wiki/Template:North_American_DTV "Template:North American DTV") [North American TV mini-template](https://en.wikipedia.org/wiki/Template:North_American_TV "Template:North American TV") | |
| Canada | [Canadian networks](https://en.wikipedia.org/wiki/Template:Canadian_television_networks "Template:Canadian television networks") [List of Canadian television networks](https://en.wikipedia.org/wiki/List_of_Canadian_television_networks "List of Canadian television networks") [List of Canadian television channels](https://en.wikipedia.org/wiki/List_of_Canadian_television_channels "List of Canadian television channels") [List of Canadian specialty channels](https://en.wikipedia.org/wiki/List_of_Canadian_specialty_channels "List of Canadian specialty channels") [Local Canadian TV stations](https://en.wikipedia.org/wiki/List_of_Canadian_television_stations "List of Canadian television stations") [List of United States stations available in Canada](https://en.wikipedia.org/wiki/List_of_United_States_stations_available_in_Canada "List of United States stations available in Canada") [2001 Vancouver TV realignment](https://en.wikipedia.org/wiki/2001_Vancouver_TV_realignment "2001 Vancouver TV realignment") [2007 Canada broadcast TV realignment](https://en.wikipedia.org/wiki/2007_Canada_broadcast_TV_realignment "2007 Canada broadcast TV realignment") | |
| Mexico | [Mexican networks](https://en.wikipedia.org/wiki/Template:Mexican_broadcast_television "Template:Mexican broadcast television") [Local Mexican TV stations](https://en.wikipedia.org/wiki/List_of_television_stations_in_Mexico "List of television stations in Mexico") | |
| United States | [American networks](https://en.wikipedia.org/wiki/Template:American_broadcast_television "Template:American broadcast television") [List of American cable and satellite networks](https://en.wikipedia.org/wiki/List_of_United_States_cable_and_satellite_television_channels "List of United States cable and satellite television channels") [List of American over-the-air networks](https://en.wikipedia.org/wiki/List_of_United_States_over-the-air_television_networks "List of United States over-the-air television networks") [Local American TV stations (W)](https://en.wikipedia.org/wiki/List_of_television_stations_in_the_United_States_by_call_sign_\(initial_letter_W\) "List of television stations in the United States by call sign (initial letter W)") [Local American TV stations (K)](https://en.wikipedia.org/wiki/List_of_television_stations_in_the_United_States_by_call_sign_\(initial_letter_K\) "List of television stations in the United States by call sign (initial letter K)") [Spanish-language TV networks](https://en.wikipedia.org/wiki/List_of_Spanish-language_television_networks_in_the_United_States "List of Spanish-language television networks in the United States") [1989 South Florida television affiliation switch](https://en.wikipedia.org/wiki/1989_South_Florida_television_affiliation_switch "1989 South Florida television affiliation switch") [1994â1996 U.S. TV realignment](https://en.wikipedia.org/wiki/1994%E2%80%931996_United_States_broadcast_television_realignment "1994â1996 United States broadcast television realignment") [2006 U.S. TV realignment](https://en.wikipedia.org/wiki/2006_United_States_broadcast_television_realignment "2006 United States broadcast television realignment") [List of Canadian television stations available in the United States](https://en.wikipedia.org/wiki/List_of_Canadian_television_stations_available_in_the_United_States "List of Canadian television stations available in the United States") | |
| [Middle East, Africa, Asia and Oceania](https://en.wikipedia.org/wiki/Template:CATV_Africa,_Asia,_Middle_East_and_Oceania "Template:CATV Africa, Asia, Middle East and Oceania") [Americas](https://en.wikipedia.org/wiki/Template:CATV_Americas "Template:CATV Americas") [Europe](https://en.wikipedia.org/wiki/Template:CATV_Europe "Template:CATV Europe") | | |
| [v](https://en.wikipedia.org/wiki/Template:Video_digital_distribution_platforms "Template:Video digital distribution platforms") [t](https://en.wikipedia.org/wiki/Template_talk:Video_digital_distribution_platforms "Template talk:Video digital distribution platforms") [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Video_digital_distribution_platforms "Special:EditPage/Template:Video digital distribution platforms")[Online video](https://en.wikipedia.org/wiki/Online_video_platform "Online video platform") and sharing platforms | | |
| [Digital library](https://en.wikipedia.org/wiki/Digital_library "Digital library") [Streaming media](https://en.wikipedia.org/wiki/Streaming_media "Streaming media") [Video on demand](https://en.wikipedia.org/wiki/Video_on_demand "Video on demand") | | |
| Free | [56\.com](https://en.wikipedia.org/wiki/56.com "56.com") [Amazon Freevee](https://en.wikipedia.org/wiki/Amazon_Freevee "Amazon Freevee") [Aparat](https://en.wikipedia.org/wiki/Aparat "Aparat") [Apple TV](https://en.wikipedia.org/wiki/Apple_TV_app "Apple TV app") [AcFun](https://en.wikipedia.org/wiki/AcFun "AcFun") [Bilibili](https://en.wikipedia.org/wiki/Bilibili "Bilibili") [Binge](https://en.wikipedia.org/wiki/Binge_\(Bangladeshi_streaming_service\) "Binge (Bangladeshi streaming service)") [Bioscope](https://en.wikipedia.org/wiki/Bioscope_\(Live_TV\) "Bioscope (Live TV)") [BitChute](https://en.wikipedia.org/wiki/BitChute "BitChute") [Bigo Live](https://en.wikipedia.org/wiki/Bigo_Live "Bigo Live") [Bongo BD](https://en.wikipedia.org/wiki/Bongo_BD "Bongo BD") [Brightcove](https://en.wikipedia.org/wiki/Brightcove "Brightcove") [Buzznet](https://en.wikipedia.org/wiki/Buzznet "Buzznet") [Chorki](https://en.wikipedia.org/wiki/Chorki "Chorki") [CHZZK](https://en.wikipedia.org/wiki/CHZZK "CHZZK") [cloudLibrary](https://en.wikipedia.org/wiki/CloudLibrary "CloudLibrary") [Dailymotion](https://en.wikipedia.org/wiki/Dailymotion "Dailymotion") [Daum](https://en.wikipedia.org/wiki/Daum_\(web_portal\) "Daum (web portal)") [Dlive](https://en.wikipedia.org/wiki/Dlive "Dlive") [Endeavor Streaming](https://en.wikipedia.org/wiki/Endeavor_Streaming "Endeavor Streaming") [The Film Detective](https://en.wikipedia.org/wiki/The_Film_Detective "The Film Detective") [FilmOn](https://en.wikipedia.org/wiki/FilmOn "FilmOn") [Flickr](https://en.wikipedia.org/wiki/Flickr "Flickr") [Fotki](https://en.wikipedia.org/wiki/Fotki "Fotki") [Funny or Die](https://en.wikipedia.org/wiki/Funny_or_Die "Funny or Die") [Funshion](https://en.wikipedia.org/wiki/Funshion "Funshion") [GOG.com](https://en.wikipedia.org/wiki/GOG.com "GOG.com") [hoopla](https://en.wikipedia.org/wiki/Hoopla_\(digital_media_service\) "Hoopla (digital media service)") [iQIYI](https://en.wikipedia.org/wiki/IQIYI "IQIYI") [Kanopy](https://en.wikipedia.org/wiki/Kanopy "Kanopy") [Kick](https://en.wikipedia.org/wiki/Kick_\(service\) "Kick (service)") [LBRY](https://en.wikipedia.org/wiki/LBRY "LBRY") [Odysee](https://en.wikipedia.org/wiki/Odysee "Odysee") [Le](https://en.wikipedia.org/wiki/Le.com "Le.com") [Mango TV](https://en.wikipedia.org/wiki/Mango_TV "Mango TV") [Medici.tv](https://en.wikipedia.org/wiki/Medici.tv "Medici.tv") [meWATCH](https://en.wikipedia.org/wiki/MeWATCH "MeWATCH") [Niconico](https://en.wikipedia.org/wiki/Niconico "Niconico") [Odnoklassniki](https://en.wikipedia.org/wiki/Odnoklassniki "Odnoklassniki") [PeerTube](https://en.wikipedia.org/wiki/PeerTube "PeerTube") [PictureBox Films](https://en.wikipedia.org/wiki/PictureBox_Films "PictureBox Films") [Plex](https://en.wikipedia.org/wiki/Plex "Plex") [Pluto TV](https://en.wikipedia.org/wiki/Pluto_TV "Pluto TV") [puhutv](https://en.wikipedia.org/wiki/Puhutv "Puhutv") [Rumble](https://en.wikipedia.org/wiki/Rumble_\(company\) "Rumble (company)") [Rutube](https://en.wikipedia.org/wiki/Rutube "Rutube") [SchoolTube](https://en.wikipedia.org/wiki/SchoolTube "SchoolTube") [Showroom](https://en.wikipedia.org/wiki/Showroom_\(streaming_service\) "Showroom (streaming service)") [Sohu](https://en.wikipedia.org/wiki/Sohu "Sohu") [SOOP](https://en.wikipedia.org/wiki/SOOP "SOOP") [TeacherTube](https://en.wikipedia.org/wiki/TeacherTube "TeacherTube") [Teaching Channel](https://en.wikipedia.org/wiki/Teaching_Channel "Teaching Channel") [Telly](https://en.wikipedia.org/wiki/Telly_Inc. "Telly Inc.") [thePlatform](https://en.wikipedia.org/wiki/ThePlatform "ThePlatform") [TikTok](https://en.wikipedia.org/wiki/TikTok "TikTok") [Toffee](https://en.wikipedia.org/wiki/Toffee_\(streaming_service\) "Toffee (streaming service)") [Tudou](https://en.wikipedia.org/wiki/Tudou "Tudou") [Triller](https://en.wikipedia.org/wiki/Triller "Triller") [Twitch](https://en.wikipedia.org/wiki/Twitch_\(service\) "Twitch (service)") [TwitCasting](https://en.wikipedia.org/wiki/TwitCasting "TwitCasting") [VBox7](https://en.wikipedia.org/wiki/VBox7 "VBox7") [Vimeo](https://en.wikipedia.org/wiki/Vimeo "Vimeo") [Vudu](https://en.wikipedia.org/wiki/Vudu "Vudu") [VK Video](https://en.wikipedia.org/wiki/VK_\(service\) "VK (service)") [WeTV](https://en.wikipedia.org/wiki/Tencent_Video "Tencent Video") [Xigua Video](https://en.wikipedia.org/wiki/Xigua_Video "Xigua Video") [Xunlei Kankan](https://en.wikipedia.org/wiki/Xunlei "Xunlei") [Youku](https://en.wikipedia.org/wiki/Youku "Youku") [YouTube](https://en.wikipedia.org/wiki/YouTube "YouTube") [Kids](https://en.wikipedia.org/wiki/YouTube_Kids "YouTube Kids") [YouNow](https://en.wikipedia.org/wiki/YouNow "YouNow") [Zattoo](https://en.wikipedia.org/wiki/Zattoo "Zattoo") | |
| Rental and purchase | [Aha](https://en.wikipedia.org/wiki/Aha_\(streaming_service\) "Aha (streaming service)") [Amazon Prime Video](https://en.wikipedia.org/wiki/Amazon_Prime_Video "Amazon Prime Video") [Apple TV](https://en.wikipedia.org/wiki/Apple_TV_app "Apple TV app") [Exxen](https://en.wikipedia.org/wiki/Exxen "Exxen") [Fandango](https://en.wikipedia.org/wiki/Fandango_Media "Fandango Media") [Fandango at Home](https://en.wikipedia.org/wiki/Fandango_at_Home "Fandango at Home") Google [Google TV](https://en.wikipedia.org/wiki/Google_TV_\(service\) "Google TV (service)") [YouTube Movies & TV](https://en.wikipedia.org/wiki/YouTube "YouTube") [iTunes Store](https://en.wikipedia.org/wiki/ITunes_Store "ITunes Store") [Microsoft Movies & TV](https://en.wikipedia.org/wiki/Microsoft_Movies_%26_TV "Microsoft Movies & TV") [Movies Anywhere](https://en.wikipedia.org/wiki/Movies_Anywhere "Movies Anywhere") [Nintendo eShop](https://en.wikipedia.org/wiki/Nintendo_eShop "Nintendo eShop") [Plex](https://en.wikipedia.org/wiki/Plex "Plex") [Rakuten TV](https://en.wikipedia.org/wiki/Rakuten_TV "Rakuten TV") [Sony Pictures Core](https://en.wikipedia.org/wiki/Sony_Pictures_Core "Sony Pictures Core") | |
| Others | [AMC+](https://en.wikipedia.org/wiki/AMC%2B "AMC+") [Apple TV+](https://en.wikipedia.org/wiki/Apple_TV%2B "Apple TV+") [Bioscope](https://en.wikipedia.org/wiki/Bioscope_\(Live_TV\) "Bioscope (Live TV)") [Bongo BD](https://en.wikipedia.org/wiki/Bongo_BD "Bongo BD") [Chorki](https://en.wikipedia.org/wiki/Chorki "Chorki") [Crunchyroll](https://en.wikipedia.org/wiki/Crunchyroll "Crunchyroll") [Curiosity Stream](https://en.wikipedia.org/wiki/Curiosity_Stream "Curiosity Stream") [Disney+](https://en.wikipedia.org/wiki/Disney%2B "Disney+") [ESPN+](https://en.wikipedia.org/wiki/ESPN%2B "ESPN+") [HBO Max](https://en.wikipedia.org/wiki/HBO_Max "HBO Max") [Hidive](https://en.wikipedia.org/wiki/Hidive "Hidive") [Hulu](https://en.wikipedia.org/wiki/Hulu "Hulu") [Netflix](https://en.wikipedia.org/wiki/Netflix "Netflix") [Paramount+](https://en.wikipedia.org/wiki/Paramount%2B "Paramount+") [Peacock](https://en.wikipedia.org/wiki/Peacock_\(streaming_service\) "Peacock (streaming service)") [Pluto TV](https://en.wikipedia.org/wiki/Pluto_TV "Pluto TV") [Starz](https://en.wikipedia.org/wiki/Starz "Starz") [Showtime](https://en.wikipedia.org/wiki/Showtime_\(TV_network\) "Showtime (TV network)") [Toffee](https://en.wikipedia.org/wiki/Toffee_\(streaming_service\) "Toffee (streaming service)") [Tubi](https://en.wikipedia.org/wiki/Tubi "Tubi") | |
| Discontinued | [Amazon Freevee](https://en.wikipedia.org/wiki/Amazon_Freevee "Amazon Freevee") [Azubu](https://en.wikipedia.org/wiki/Azubu "Azubu") [BBC Store](https://en.wikipedia.org/wiki/BBC_Store "BBC Store") [Blip.tv](https://en.wikipedia.org/wiki/Blip.tv "Blip.tv") [BluTV](https://en.wikipedia.org/wiki/BluTV "BluTV") [Break.com](https://en.wikipedia.org/wiki/Break.com "Break.com") [Chicken Pork Adobo](https://en.wikipedia.org/wiki/Adober_Studios "Adober Studios") [CinemaNow](https://en.wikipedia.org/wiki/CinemaNow "CinemaNow") [Daisuki](https://en.wikipedia.org/wiki/Daisuki_\(website\) "Daisuki (website)") [Disney Movies Anywhere](https://en.wikipedia.org/wiki/Disney_Movies_Anywhere "Disney Movies Anywhere") [Fearnet](https://en.wikipedia.org/wiki/Fearnet "Fearnet") [FilmStruck](https://en.wikipedia.org/wiki/FilmStruck "FilmStruck") [Flixster](https://en.wikipedia.org/wiki/Flixster "Flixster") [Funimation](https://en.wikipedia.org/wiki/Funimation "Funimation") [Global Wrestling Network](https://en.wikipedia.org/wiki/Global_Wrestling_Network "Global Wrestling Network") [Google Video](https://en.wikipedia.org/wiki/Google_Video "Google Video") [Hitbox](https://en.wikipedia.org/wiki/Hitbox_\(service\) "Hitbox (service)") [imeem](https://en.wikipedia.org/wiki/Imeem "Imeem") [iMesh](https://en.wikipedia.org/wiki/IMesh "IMesh") [Intel AppUp](https://en.wikipedia.org/wiki/Intel_AppUp "Intel AppUp") [In2TV](https://en.wikipedia.org/wiki/In2TV "In2TV") [Joost](https://en.wikipedia.org/wiki/Joost "Joost") [Justin.tv](https://en.wikipedia.org/wiki/Justin.tv "Justin.tv") [Kazaa](https://en.wikipedia.org/wiki/Kazaa "Kazaa") [LiveLeak](https://en.wikipedia.org/wiki/LiveLeak "LiveLeak") [LoveFilm](https://en.wikipedia.org/wiki/LoveFilm "LoveFilm") [Megaupload](https://en.wikipedia.org/wiki/Megaupload "Megaupload") [Mixer](https://en.wikipedia.org/wiki/Mixer_\(service\) "Mixer (service)") [MUZU.TV](https://en.wikipedia.org/wiki/MUZU.TV "MUZU.TV") [Metacafe](https://en.wikipedia.org/wiki/Metacafe "Metacafe") [MyVideo](https://en.wikipedia.org/wiki/MyVideo "MyVideo") [Nintendo Channel](https://en.wikipedia.org/wiki/Wii_Menu#Nintendo_Channel "Wii Menu") [Nintendo Video](https://en.wikipedia.org/wiki/Nintendo_Video "Nintendo Video") [Noggin](https://en.wikipedia.org/wiki/Noggin_\(brand\) "Noggin (brand)") [Nokia Store](https://en.wikipedia.org/wiki/Ovi_\(Nokia\) "Ovi (Nokia)") [Openfilm](https://en.wikipedia.org/wiki/Openfilm "Openfilm") [Openload](https://en.wikipedia.org/wiki/Openload "Openload") [Pandora TV](https://en.wikipedia.org/wiki/Pandora_TV "Pandora TV") [PlayStation Video](https://en.wikipedia.org/wiki/PlayStation_Video "PlayStation Video") [PLUS7](https://en.wikipedia.org/wiki/7plus "7plus") [Presto](https://en.wikipedia.org/wiki/Presto_\(streaming_company\) "Presto (streaming company)") [Putlocker](https://en.wikipedia.org/wiki/Putlocker "Putlocker") [Quickflix](https://en.wikipedia.org/wiki/Quickflix "Quickflix") [Redbox](https://en.wikipedia.org/wiki/Redbox "Redbox") [Revver](https://en.wikipedia.org/wiki/Revver "Revver") [Sony Connect](https://en.wikipedia.org/wiki/Sony_Connect "Sony Connect") [Sony Entertainment Network](https://en.wikipedia.org/wiki/Sony_Entertainment_Network "Sony Entertainment Network") [Stage6](https://en.wikipedia.org/wiki/Stage6 "Stage6") [Starlight Networks](https://en.wikipedia.org/wiki/Starlight_Networks "Starlight Networks") [Streamworks International](https://en.wikipedia.org/wiki/Streamworks_International "Streamworks International") [Super Deluxe](https://en.wikipedia.org/wiki/Super_Deluxe "Super Deluxe") [TalkTalk TV Store](https://en.wikipedia.org/wiki/TalkTalk_TV_Store "TalkTalk TV Store") [Tank Top TV](https://en.wikipedia.org/wiki/Tank_Top_TV "Tank Top TV") [TouchVision](https://en.wikipedia.org/wiki/TouchVision "TouchVision") [Trilulilu](https://en.wikipedia.org/wiki/Trilulilu "Trilulilu") [Triton](https://en.wikipedia.org/wiki/Triton_\(content_delivery\) "Triton (content delivery)") [TroopTube](https://en.wikipedia.org/wiki/TroopTube "TroopTube") [Toons.TV](https://en.wikipedia.org/wiki/Toons.TV "Toons.TV") [Twango](https://en.wikipedia.org/wiki/Twango "Twango") [UltraViolet](https://en.wikipedia.org/wiki/UltraViolet_\(website\) "UltraViolet (website)") Total Access [Impact Wrestling](https://en.wikipedia.org/wiki/Impact_Wrestling "Impact Wrestling") [Vdio](https://en.wikipedia.org/wiki/Vdio "Vdio") [Vessel](https://en.wikipedia.org/wiki/Vessel_\(website\) "Vessel (website)") [Viddler](https://en.wikipedia.org/wiki/Viddler "Viddler") [Vidme](https://en.wikipedia.org/wiki/Vidme "Vidme") [Vine](https://en.wikipedia.org/wiki/Vine_\(service\) "Vine (service)") [Vongo](https://en.wikipedia.org/wiki/Vongo_\(video_on_demand_service\) "Vongo (video on demand service)") [Warner Archive Instant](https://en.wikipedia.org/wiki/Warner_Archive_Collection "Warner Archive Collection") [WeShow](https://en.wikipedia.org/wiki/WeShow "WeShow") [Windows Media Center](https://en.wikipedia.org/wiki/Windows_Media_Center "Windows Media Center") [WWE Classics on Demand](https://en.wikipedia.org/wiki/WWE_Classics_on_Demand "WWE Classics on Demand") | |
[Portals](https://en.wikipedia.org/wiki/Wikipedia:Contents/Portals "Wikipedia:Contents/Portals"):
-  [California](https://en.wikipedia.org/wiki/Portal:California "Portal:California")
-  [Companies](https://en.wikipedia.org/wiki/Portal:Companies "Portal:Companies")
-  [San Francisco Bay Area](https://en.wikipedia.org/wiki/Portal:San_Francisco_Bay_Area "Portal:San Francisco Bay Area")
-  [United States](https://en.wikipedia.org/wiki/Portal:United_States "Portal:United States")
**Apple Inc.** at Wikipedia's [sister projects](https://en.wikipedia.org/wiki/Wikipedia:Wikimedia_sister_projects "Wikipedia:Wikimedia sister projects"):
- [](https://en.wikipedia.org/wiki/File:Commons-logo.svg)[**Media**](https://commons.wikimedia.org/wiki/Apple_Inc. "c:Apple Inc.") from Commons
- [](https://en.wikipedia.org/wiki/File:Wikinews-logo.svg)[**News**](https://en.wikinews.org/wiki/Category:Apple_Inc. "n:Category:Apple Inc.") from Wikinews
- [**Quotations**](https://en.wikiquote.org/wiki/Apple_Inc. "q:Apple Inc.") from Wikiquote
- [](https://en.wikipedia.org/wiki/File:Wikivoyage-Logo-v3-icon.svg)[**Travel guides**](https://en.wikivoyage.org/wiki/Cupertino "voy:Cupertino") from Wikivoyage
| [Authority control databases](https://en.wikipedia.org/wiki/Help:Authority_control "Help:Authority control") [](https://www.wikidata.org/wiki/Q312#identifiers "Edit this at Wikidata") | |
|---|---|
| International | [ISNI](https://isni.org/isni/0000000406359049) [VIAF](https://viaf.org/viaf/154701873) [GND](https://d-nb.info/gnd/1095305-X) |
| National | [United States](https://id.loc.gov/authorities/n84040978) [France](https://catalogue.bnf.fr/ark:/12148/cb11991592t) [BnF data](https://data.bnf.fr/ark:/12148/cb11991592t) [Japan](https://id.ndl.go.jp/auth/ndlna/00276548) [Czech Republic](https://aleph.nkp.cz/F/?func=find-c&local_base=aut&ccl_term=ica=olak2003164541&CON_LNG=ENG) [Portugal](http://id.bnportugal.gov.pt/aut/catbnp/197517) [Norway](https://authority.bibsys.no/authority/rest/authorities/html/90133429) [Latvia](https://kopkatalogs.lv/F?func=direct&local_base=lnc10&doc_number=000169010&P_CON_LNG=ENG) [Croatia](http://katalog.nsk.hr/F/?func=direct&doc_number=000394565&local_base=nsk10) [Greece](https://catalogue.nlg.gr/cgi-bin/koha/opac-authoritiesdetail.pl?authid=261146) [Argentina](https://catalogo.bn.gov.ar/F/?func=direct&local_base=BNA10&doc_number=000061987) [Korea](https://lod.nl.go.kr/resource/KAB202202356) [Sweden](https://libris.kb.se/sq47fckb21dd937) [Israel](https://www.nli.org.il/en/authorities/987007528282705171) |
| Academics | [CiNii](https://ci.nii.ac.jp/author/DA02707680?l=en) |
| Artists | [ULAN](https://www.getty.edu/vow/ULANFullDisplay?find=&role=&nation=&subjectid=500335330) [MusicBrainz](https://musicbrainz.org/artist/9b502a85-104b-4489-beff-ecedca81741c) [Museum of Modern Art](https://www.moma.org/artists/10295) |
| Other | [IdRef](https://www.idref.fr/02800261X) [Open Library](https://openlibrary.org/works/OL2669746A?mode=all) [MusicBrainz label](https://musicbrainz.org/label/e43bc221-ca95-4b7c-b944-09d0f99b9ace) [SNAC](https://snaccooperative.org/ark:/99166/w67t8fjv) [ELMCIP](https://elmcip.net/node/10381) [Yale LUX](https://lux.collections.yale.edu/view/group/a31e244f-4fb1-48d9-b2ee-c93f44cd8714) |
Retrieved from "<https://en.wikipedia.org/w/index.php?title=Apple_Inc.&oldid=1349142768>"
[Categories](https://en.wikipedia.org/wiki/Help:Category "Help:Category"):
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- [Apple Inc.](https://en.wikipedia.org/wiki/Category:Apple_Inc. "Category:Apple Inc.")
- [1976 establishments in California](https://en.wikipedia.org/wiki/Category:1976_establishments_in_California "Category:1976 establishments in California")
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- [Software companies established in 1976](https://en.wikipedia.org/wiki/Category:Software_companies_established_in_1976 "Category:Software companies established in 1976")
- [Steve Jobs](https://en.wikipedia.org/wiki/Category:Steve_Jobs "Category:Steve Jobs")
- [Technology companies based in the San Francisco Bay Area](https://en.wikipedia.org/wiki/Category:Technology_companies_based_in_the_San_Francisco_Bay_Area "Category:Technology companies based in the San Francisco Bay Area")
- [Technology companies established in 1976](https://en.wikipedia.org/wiki/Category:Technology_companies_established_in_1976 "Category:Technology companies established in 1976")
- [Technology companies of the United States](https://en.wikipedia.org/wiki/Category:Technology_companies_of_the_United_States "Category:Technology companies of the United States")
- [Companies in the Dow Jones Global Titans 50](https://en.wikipedia.org/wiki/Category:Companies_in_the_Dow_Jones_Global_Titans_50 "Category:Companies in the Dow Jones Global Titans 50")
- [Audio software companies](https://en.wikipedia.org/wiki/Category:Audio_software_companies "Category:Audio software companies")
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Apple Inc.
156 languages
[Add topic](https://en.wikipedia.org/wiki/Apple_Inc.) |
| Readable Markdown | | | |
|---|---|
| [](https://en.wikipedia.org/wiki/File:Apple_logo_black.svg) [](https://en.wikipedia.org/wiki/File:Apple_logo_white.svg)[Apple logo](https://en.wikipedia.org/wiki/Apple_logo "Apple logo") used since 1999[\[a\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-1) | |
| [](https://en.wikipedia.org/wiki/File:Aerial_view_of_Apple_Park_dllu.jpg)[Apple Park](https://en.wikipedia.org/wiki/Apple_Park "Apple Park"), the company's headquarters, in [Cupertino, California](https://en.wikipedia.org/wiki/Cupertino,_California "Cupertino, California") | |
| Formerly | Apple Computer Company (1976â1977) Apple Computer, Inc. (1977â2007) |
| Company type | [Public](https://en.wikipedia.org/wiki/Public_company "Public company") |
| [Traded as](https://en.wikipedia.org/wiki/Ticker_symbol "Ticker symbol") | [Nasdaq](https://en.wikipedia.org/wiki/Nasdaq "Nasdaq"): [AAPL](https://www.nasdaq.com/market-activity/stocks/aapl) [Nasdaq-100](https://en.wikipedia.org/wiki/Nasdaq-100 "Nasdaq-100") component [DJIA](https://en.wikipedia.org/wiki/DJIA "DJIA") component [S\&P 100](https://en.wikipedia.org/wiki/S%26P_100 "S&P 100") component [S\&P 500](https://en.wikipedia.org/wiki/S%26P_500 "S&P 500") component |
| [ISIN](https://en.wikipedia.org/wiki/International_Securities_Identification_Number "International Securities Identification Number") | [US0378331005](https://isin.toolforge.org/?language=en&isin=US0378331005) |
| Industry | Consumer electronics Software services Online services |
| Founded | April 1, 1976 (50 years ago), in [Los Altos, California](https://en.wikipedia.org/wiki/Los_Altos,_California "Los Altos, California"), US |
| Founders | [Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs") [Steve Wozniak](https://en.wikipedia.org/wiki/Steve_Wozniak "Steve Wozniak") [Ronald Wayne](https://en.wikipedia.org/wiki/Ronald_Wayne "Ronald Wayne") |
| Headquarters | Apple Park, Cupertino, California, US |
| Number of locations | 540 [Apple Stores](https://en.wikipedia.org/wiki/Apple_Store "Apple Store") (2026) |
| Area served | Worldwide |
| Key people | [Arthur Levinson](https://en.wikipedia.org/wiki/Arthur_Levinson "Arthur Levinson") ([chairman](https://en.wikipedia.org/wiki/Chairman "Chairman")) [Tim Cook](https://en.wikipedia.org/wiki/Tim_Cook "Tim Cook") ([CEO](https://en.wikipedia.org/wiki/Chief_executive_officer "Chief executive officer")) |
| Products | [AirPods](https://en.wikipedia.org/wiki/AirPods "AirPods") [AirTag](https://en.wikipedia.org/wiki/AirTag "AirTag") [Apple TV](https://en.wikipedia.org/wiki/Apple_TV_\(device\) "Apple TV (device)") [Apple Vision Pro](https://en.wikipedia.org/wiki/Apple_Vision_Pro "Apple Vision Pro") [Apple Watch](https://en.wikipedia.org/wiki/Apple_Watch "Apple Watch") [HomePod](https://en.wikipedia.org/wiki/HomePod "HomePod") [iPad](https://en.wikipedia.org/wiki/IPad "IPad") [iPhone](https://en.wikipedia.org/wiki/IPhone "IPhone") [Mac](https://en.wikipedia.org/wiki/Mac_\(computer\) "Mac (computer)") |
| Services | [App Store](https://en.wikipedia.org/wiki/App_Store_\(Apple\) "App Store (Apple)") [Apple Arcade](https://en.wikipedia.org/wiki/Apple_Arcade "Apple Arcade") [Apple Card](https://en.wikipedia.org/wiki/Apple_Card "Apple Card") [Apple Music](https://en.wikipedia.org/wiki/Apple_Music "Apple Music") [Apple Pay](https://en.wikipedia.org/wiki/Apple_Pay "Apple Pay") [Apple TV](https://en.wikipedia.org/wiki/Apple_TV_\(streaming_service\) "Apple TV (streaming service)") [CarPlay](https://en.wikipedia.org/wiki/CarPlay "CarPlay") [iCloud](https://en.wikipedia.org/wiki/ICloud "ICloud") [Pixelmator](https://en.wikipedia.org/wiki/Pixelmator "Pixelmator") [Shazam](https://en.wikipedia.org/wiki/Shazam_\(music_app\) "Shazam (music app)") |
| Revenue |  US\$416 billion (2025) |
| [Operating income](https://en.wikipedia.org/wiki/Earnings_before_interest_and_taxes "Earnings before interest and taxes") |  US\$133 billion (2025) |
| [Net income](https://en.wikipedia.org/wiki/Net_income "Net income") |  US\$112 billion (2025) |
| [Total assets](https://en.wikipedia.org/wiki/Asset "Asset") |  US\$359 billion (2025) |
| [Total equity](https://en.wikipedia.org/wiki/Equity_\(finance\) "Equity (finance)") |  US\$74 billion (2025) |
| Number of employees | 166,000 (2025) |
| [Subsidiaries](https://en.wikipedia.org/wiki/Subsidiary "Subsidiary") | [Apple Studios](https://en.wikipedia.org/wiki/Apple_Studios "Apple Studios") [Beats Electronics](https://en.wikipedia.org/wiki/Beats_Electronics "Beats Electronics") [Beddit](https://en.wikipedia.org/wiki/Beddit "Beddit") [Braeburn Capital](https://en.wikipedia.org/wiki/Braeburn_Capital "Braeburn Capital") [Claris](https://en.wikipedia.org/wiki/Claris "Claris") [Globalstar](https://en.wikipedia.org/wiki/Globalstar "Globalstar") (20%) |
| [ASN](https://en.wikipedia.org/wiki/Autonomous_System_Number "Autonomous System Number") | [714](https://bgp.tools/as/714) |
| Website | [apple.com](https://www.apple.com/) |
| **Footnotes / references** Financials as of fiscal year ended September 27, 2025. References:[\[1\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-10-K-Report-2025-2)[\[2\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-storelist-3)[\[3\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-4)[\[4\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-5) | |
**Apple Inc.** is an American multinational technology company headquartered in [Cupertino, California](https://en.wikipedia.org/wiki/Cupertino,_California "Cupertino, California"), in [Silicon Valley](https://en.wikipedia.org/wiki/Silicon_Valley "Silicon Valley"), best known for its consumer electronics, software and online services. Founded in 1976 as Apple Computer Company by [Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs"), [Steve Wozniak](https://en.wikipedia.org/wiki/Steve_Wozniak "Steve Wozniak") and [Ronald Wayne](https://en.wikipedia.org/wiki/Ronald_Wayne "Ronald Wayne"), the company was incorporated by Jobs and Wozniak as Apple Computer, Inc. the following year. It was renamed to its current name in 2007 as the company had expanded its focus from computers to consumer electronics. Apple is one of the [Big Tech](https://en.wikipedia.org/wiki/Big_Tech "Big Tech") companies.
The company was founded to market Wozniak's [Apple I](https://en.wikipedia.org/wiki/Apple_I "Apple I") personal computer. Its successor, the [Apple II](https://en.wikipedia.org/wiki/Apple_II_\(original\) "Apple II (original)"), became one of the first successful mass-produced [microcomputers](https://en.wikipedia.org/wiki/Microcomputer "Microcomputer"). Apple introduced the [Lisa](https://en.wikipedia.org/wiki/Apple_Lisa "Apple Lisa") in 1983 and the [Macintosh](https://en.wikipedia.org/wiki/Macintosh_128K "Macintosh 128K") in 1984 as some of the first computers to use a [graphical user interface](https://en.wikipedia.org/wiki/Graphical_user_interface "Graphical user interface") and a [mouse](https://en.wikipedia.org/wiki/Computer_mouse "Computer mouse"). By 1985, internal conflicts led to Jobs leaving the company to form [NeXT](https://en.wikipedia.org/wiki/NeXT "NeXT") and Wozniak withdrawing to other ventures; [John Sculley](https://en.wikipedia.org/wiki/John_Sculley "John Sculley") was [CEO](https://en.wikipedia.org/wiki/CEO "CEO") for over a decade. In the 1990s, Apple lost considerable market share in the PC industry to the lower-priced [Wintel](https://en.wikipedia.org/wiki/Wintel "Wintel") duopoly of [Intel](https://en.wikipedia.org/wiki/Intel "Intel")\-powered [PC clones](https://en.wikipedia.org/wiki/IBM_PC_compatible "IBM PC compatible") running [Windows](https://en.wikipedia.org/wiki/Windows "Windows"), and neared bankruptcy by 1997. To overhaul its market strategy, Apple acquired NeXT, bringing Jobs back to the company. Under his leadership, Apple returned to profitability by introducing the [iMac](https://en.wikipedia.org/wiki/IMac "IMac"), [iPod](https://en.wikipedia.org/wiki/IPod "IPod"), [iPhone](https://en.wikipedia.org/wiki/IPhone "IPhone"), and [iPad](https://en.wikipedia.org/wiki/IPad "IPad") devices; creating the [iTunes Store](https://en.wikipedia.org/wiki/ITunes_Store "ITunes Store"); launching the "[Think different](https://en.wikipedia.org/wiki/Think_different "Think different")" advertising campaign; and opening the [Apple Store](https://en.wikipedia.org/wiki/Apple_Store "Apple Store") retail chain. Jobs resigned in 2011 for health reasons and died the same year; he was succeeded as CEO by [Tim Cook](https://en.wikipedia.org/wiki/Tim_Cook "Tim Cook").
[Apple's product lineup](https://en.wikipedia.org/wiki/List_of_Apple_products "List of Apple products") includes portable and home hardware like the iPhone, iPad, [Mac](https://en.wikipedia.org/wiki/Mac_\(computer\) "Mac (computer)"), [Apple Watch](https://en.wikipedia.org/wiki/Apple_Watch "Apple Watch"), and [AirPods](https://en.wikipedia.org/wiki/AirPods "AirPods"); [several in-house operating systems](https://en.wikipedia.org/wiki/List_of_Apple_operating_systems "List of Apple operating systems") such as [iOS](https://en.wikipedia.org/wiki/IOS "IOS"), [iPadOS](https://en.wikipedia.org/wiki/IPadOS "IPadOS"), and [macOS](https://en.wikipedia.org/wiki/MacOS "MacOS"); and [various software](https://en.wikipedia.org/wiki/List_of_software_by_Apple "List of software by Apple") and services including [Apple Pay](https://en.wikipedia.org/wiki/Apple_Pay "Apple Pay") and [iCloud](https://en.wikipedia.org/wiki/ICloud "ICloud"), as well as multimedia streaming services like [Apple Music](https://en.wikipedia.org/wiki/Apple_Music "Apple Music") and [Apple TV](https://en.wikipedia.org/wiki/Apple_TV_\(streaming_service\) "Apple TV (streaming service)"). Since 2011, Apple has for the most part been the world's [largest company by market capitalization](https://en.wikipedia.org/wiki/List_of_public_corporations_by_market_capitalization "List of public corporations by market capitalization"), and, as of 2024, is the [largest manufacturing company by revenue](https://en.wikipedia.org/wiki/List_of_largest_manufacturing_companies_by_revenue "List of largest manufacturing companies by revenue"), the [fourth-largest PC vendor](https://en.wikipedia.org/wiki/Market_share_of_personal_computer_vendors#Current_top_vendors_market_share_\(2023\) "Market share of personal computer vendors"), the [largest vendor of tablet computers](https://en.wikipedia.org/wiki/Tablet_computer#By_manufacturer "Tablet computer"), and the [largest vendor of mobile phones](https://en.wikipedia.org/wiki/List_of_best-selling_mobile_phones#2024 "List of best-selling mobile phones"). Apple became the first publicly traded US company to be [valued at over \$1 trillion](https://en.wikipedia.org/wiki/Trillion-dollar_company "Trillion-dollar company") in 2018, and, as of October 2025, is valued at just over \$4 trillion.
[Apple has received criticism](https://en.wikipedia.org/wiki/Criticism_of_Apple_Inc. "Criticism of Apple Inc.") regarding [its contractors](https://en.wikipedia.org/wiki/Apple_supply_chain "Apple supply chain")' labor conditions, [its relationship with trade unions](https://en.wikipedia.org/wiki/Apple_Inc._and_unions "Apple Inc. and unions"), [its environmental practices](https://en.wikipedia.org/wiki/Environmental_impact_of_Apple_Inc. "Environmental impact of Apple Inc."), and its corporate ethics, including [anti-competitive tactics](https://en.wikipedia.org/wiki/Anti-competitive_practices_of_Apple_Inc. "Anti-competitive practices of Apple Inc."), materials sourcing, and [its acquisitions of smaller businesses](https://en.wikipedia.org/wiki/List_of_mergers_and_acquisitions_by_Apple "List of mergers and acquisitions by Apple"). Nevertheless, the company has [a large following](https://en.wikipedia.org/wiki/Apple_community "Apple community") and enjoys [a high level of customer loyalty](https://en.wikipedia.org/wiki/Marketing_of_Apple_Inc.#Brand_loyalty "Marketing of Apple Inc."). Apple has consistently been ranked as one of the world's [most valuable brands](https://en.wikipedia.org/wiki/List_of_most_valuable_brands "List of most valuable brands") since the late 2000s.
History
1976â1980: Founding and incorporation
[](https://en.wikipedia.org/wiki/File:Apple_Garage.jpg)
In 1976, [Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs") and [Steve Wozniak](https://en.wikipedia.org/wiki/Steve_Wozniak "Steve Wozniak") co-founded Apple in Jobs' parents' home on Crist Drive in [Los Altos, California](https://en.wikipedia.org/wiki/Los_Altos,_California "Los Altos, California").[\[5\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer20046%E2%80%938-6) Wozniak called the popular belief that the company was founded in the garage "a bit of a myth",[\[6\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-7) although they moved some operations to the garage when the bedroom became too crowded.[\[7\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Linzmayer01-8)
[](https://en.wikipedia.org/wiki/File:2019-08-04_Apple_I_computer.jpg)
The [Apple I](https://en.wikipedia.org/wiki/Apple_I "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.
Apple Computer Company was founded on April 1, 1976, by [Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs"), [Steve Wozniak](https://en.wikipedia.org/wiki/Steve_Wozniak "Steve Wozniak"), and [Ronald Wayne](https://en.wikipedia.org/wiki/Ronald_Wayne "Ronald Wayne") as a [partnership](https://en.wikipedia.org/wiki/Partnership "Partnership").[\[5\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer20046%E2%80%938-6)[\[8\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-9) The company's first product was the [Apple I](https://en.wikipedia.org/wiki/Apple_I "Apple I"), a computer designed and hand-built entirely by Wozniak.[\[9\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-10) To finance its creation, Jobs sold his [Volkswagen Bus](https://en.wikipedia.org/wiki/Volkswagen_Type_2 "Volkswagen Type 2"), and Wozniak sold his [HP-65](https://en.wikipedia.org/wiki/HP-65 "HP-65") calculator.[\[10\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-11) Neither received the full selling price, but together they earned \$1,300 (equivalent to \$7,400 in 2025). Wozniak debuted the first prototype Apple I at the [Homebrew Computer Club](https://en.wikipedia.org/wiki/Homebrew_Computer_Club "Homebrew Computer Club") in July 1976.[\[11\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-12) The Apple I was sold as a [motherboard](https://en.wikipedia.org/wiki/Motherboard "Motherboard") with [CPU](https://en.wikipedia.org/wiki/CPU "CPU"), [RAM](https://en.wikipedia.org/wiki/RAM "RAM"), and basic textual-video chipsâa base kit concept which was not yet marketed as a complete personal computer.[\[12\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-13) It was priced soon after debut for \$666.66 (equivalent to \$3,800 in 2025).[\[13\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-14)[\[14\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTEWozniakSmith2006180-15) Wozniak later said he was unaware of the coincidental [mark of the beast](https://en.wikipedia.org/wiki/Mark_of_the_beast "Mark of the beast") in the number 666, and that he came up with the price because he liked "repeating digits".[\[15\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-VintageNews-16)
Apple Computer, Inc. was incorporated in [Cupertino, California](https://en.wikipedia.org/wiki/Cupertino,_California "Cupertino, California"),[\[1\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-10-K-Report-2025-2) on January 3, 1977,[\[16\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer200410-17)[\[17\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple_FAQ-18) 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.[\[18\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-19) Multimillionaire [Mike Markkula](https://en.wikipedia.org/wiki/Mike_Markkula "Mike Markkula") provided essential business expertise and funding of \$250,000 (equivalent to \$1,328,000 in 2025) to Jobs and Wozniak during the incorporation of Apple.[\[19\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-20) During the first five years of operations, revenue grew exponentially, doubling about every four months. Between September 1977 and September 1980, yearly sales grew from \$775,000 to US\$118 million, an average annual growth rate of 533%.[\[20\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-21)
The [Apple II](https://en.wikipedia.org/wiki/Apple_II_\(1977_computer\) "Apple II (1977 computer)"), also designed by Wozniak, was introduced on April 16, 1977, at the first [West Coast Computer Faire](https://en.wikipedia.org/wiki/West_Coast_Computer_Faire "West Coast Computer Faire").[\[21\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer200412-22) It differed from its major rivals, the [TRS-80](https://en.wikipedia.org/wiki/TRS-80 "TRS-80") and [Commodore PET](https://en.wikipedia.org/wiki/Commodore_PET "Commodore PET"), because of its character cell-based color graphics and [open architecture](https://en.wikipedia.org/wiki/Open_architecture "Open architecture"). The Apple I and early Apple II models used ordinary [audio cassette tapes](https://en.wikipedia.org/wiki/Cassette_tape "Cassette tape") as storage devices, which were superseded by the 5\+1â4\-inch [floppy disk](https://en.wikipedia.org/wiki/Floppy_disk "Floppy disk") drive and interface called the [Disk II](https://en.wikipedia.org/wiki/Disk_II "Disk II") in 1978.[\[22\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer200413%E2%80%9315-23)[\[23\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-24)
[](https://en.wikipedia.org/wiki/File:Apple_II_Plus_cropped.jpg)
The [Apple II](https://en.wikipedia.org/wiki/Apple_II "Apple II"), introduced in 1977 and designed primarily by Wozniak, was the company's first major success.
The Apple II was chosen to be the desktop platform for the first [killer application](https://en.wikipedia.org/wiki/Killer_application "Killer application") of the business world: [VisiCalc](https://en.wikipedia.org/wiki/VisiCalc "VisiCalc"), a [spreadsheet](https://en.wikipedia.org/wiki/Spreadsheet "Spreadsheet") [program](https://en.wikipedia.org/wiki/Computer_program "Computer program") released in 1979.[\[22\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer200413%E2%80%9315-23) 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,[\[22\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer200413%E2%80%9315-23) but Apple II market share remained behind [home computers](https://en.wikipedia.org/wiki/Home_computer "Home computer") made by competitors such as [Atari](https://en.wikipedia.org/wiki/Atari,_Inc. "Atari, Inc."), [Commodore](https://en.wikipedia.org/wiki/Commodore_International "Commodore International"), and [Tandy](https://en.wikipedia.org/wiki/Tandy_Computers "Tandy Computers").[\[24\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-25)[\[25\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-26)
On December 12, 1980, Apple went public with an [initial public offering](https://en.wikipedia.org/wiki/Initial_public_offering "Initial public offering") (IPO) on the fully electronic [Nasdaq](https://en.wikipedia.org/wiki/Nasdaq "Nasdaq") stock market, selling 4.6 million shares at \$22 per share (\$.10 per share when adjusting for [stock splits](https://en.wikipedia.org/wiki/Stock_split "Stock split") as of September 3, 2022),[\[17\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple_FAQ-18) generating over \$100 million, which was more capital than any IPO since [Ford Motor Company](https://en.wikipedia.org/wiki/Ford_Motor_Company "Ford Motor Company") in 1956.[\[26\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-EDNAAPLSTOCK-27) By the end of the day, around 300 millionaires were created, including Jobs and Wozniak, from a stock price of \$29 per share[\[27\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-DEDIPO-28) and a market cap of \$1.778 billion.[\[26\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-EDNAAPLSTOCK-27)[\[27\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-DEDIPO-28)
1980â1990: Success with Macintosh
[](https://en.wikipedia.org/wiki/File:Steve_Jobs_and_Macintosh_computer,_January_1984,_by_Bernard_Gotfryd_-_edited.jpg)
[Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs") in 1984 with the [Macintosh](https://en.wikipedia.org/wiki/Macintosh_128k "Macintosh 128k"), the first successful mass-market personal computer to feature an integral [graphical user interface](https://en.wikipedia.org/wiki/Graphical_user_interface "Graphical user interface") and [mouse](https://en.wikipedia.org/wiki/Computer_mouse "Computer mouse")
In November and December 1979, Steve Jobs and Apple employees, including [Jef Raskin](https://en.wikipedia.org/wiki/Jef_Raskin "Jef Raskin"), visited [Xerox PARC](https://en.wikipedia.org/wiki/Xerox_PARC "Xerox PARC"), where they observed the [Xerox Alto](https://en.wikipedia.org/wiki/Xerox_Alto "Xerox Alto"), featuring a [graphical user interface](https://en.wikipedia.org/wiki/Graphical_user_interface "Graphical user interface") (GUI) and a [mouse](https://en.wikipedia.org/wiki/Computer_mouse "Computer mouse").[\[28\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer200474%E2%80%9375-29) Jobs had negotiated with [Xerox](https://en.wikipedia.org/wiki/Xerox "Xerox") in advance to gain access to PARC's technology, in exchange for the right to purchase \$1 million worth of Apple's pre-IPO shares.[\[29\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTEIsaacson201596%E2%80%9397-30) This visit influenced Jobs to implement a GUI in Apple's products starting with the [Apple Lisa](https://en.wikipedia.org/wiki/Apple_Lisa "Apple Lisa") in 1983, though he was forced out of the Lisa project during the early development. Despite being pioneering as a mass-marketed GUI computer, the Lisa suffered from high costs and limited software options, leading to commercial failure.[\[30\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer200468-31)
Following his removal from the Lisa team, Jobs joined the company's [Macintosh](https://en.wikipedia.org/wiki/Macintosh "Macintosh") division in January 1981.[\[31\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer200492-32) The Macintosh had been envisioned by Jef Raskin as a low-cost, [portable computer](https://en.wikipedia.org/wiki/Portable_computer "Portable computer"), and Wozniak had helped its development until a plane crash in early 1981 forced him to step back from the project.[\[32\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-33)[\[33\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer200428,_86%E2%80%9388-34) Wozniak's absence allowed Jobs to take over the project and he redefined the Macintosh as a mouse-driven GUI machine similar to the Lisa.[\[34\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-TheVerge-35) Wozniak speculates that Jobs' sense of rivalry towards the Lisa project was the driving force behind this sudden shift in direction.[\[34\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-TheVerge-35) Jobs was also hostile to the Apple II division, which at the time generated most of the company's revenue.[\[35\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-rice19850415-36)
In 1984, Apple launched the Macintosh, the first personal computer without a bundled [programming language](https://en.wikipedia.org/wiki/Programming_language "Programming language").[\[36\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-IsProgramingObsolete-37) Its debut was signified by "[1984](https://en.wikipedia.org/wiki/1984_\(advertisement\) "1984 (advertisement)")", a US\$1.5\-million television advertisement directed by [Ridley Scott](https://en.wikipedia.org/wiki/Ridley_Scott "Ridley Scott") that aired during the third quarter of [Super Bowl XVIII](https://en.wikipedia.org/wiki/Super_Bowl_XVIII "Super Bowl XVIII") on January 22, 1984.[\[37\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-38) This was hailed as a watershed event for Apple's success[\[38\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-39) and was called a "masterpiece" by [CNN](https://en.wikipedia.org/wiki/CNN "CNN")[\[39\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-40) and one of the greatest TV advertisements of all time by *[TV Guide](https://en.wikipedia.org/wiki/TV_Guide "TV Guide")*.[\[40\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-41)
The advertisement created great interest in the [Macintosh](https://en.wikipedia.org/wiki/Macintosh_128K "Macintosh 128K"), and sales were initially good, but began to taper off dramatically after the first three months as reviews started coming in. Jobs had required 128 kilobytes of RAM, which limited its speed and software in favor of aspiring for a projected price point of \$1,000 (equivalent to \$3,100 in 2025). The Macintosh shipped for \$2,495 (equivalent to \$7,700 in 2025), a price panned by critics due to its slow performance.[\[41\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-42) In early 1985, this sales slump triggered a power struggle between Steve Jobs and CEO [John Sculley](https://en.wikipedia.org/wiki/John_Sculley "John Sculley"), who had been hired away from [Pepsi](https://en.wikipedia.org/wiki/PepsiCo "PepsiCo") two years earlier by Jobs[\[42\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-43) saying, "Do you want to sell sugar water for the rest of your life or come with me and change the world?"[\[43\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-44) Sculley removed Jobs as the head of the Macintosh division, with unanimous support from the Apple board of directors.[\[44\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-45)
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.[\[45\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer2004156%E2%80%93157-46) [Jean-Louis Gassée](https://en.wikipedia.org/wiki/Jean-Louis_Gass%C3%A9e "Jean-Louis Gassée") informed Sculley that Jobs had been attempting to organize a [boardroom coup](https://en.wikipedia.org/wiki/Coup_d%27%C3%A9tat#Other "Coup d'état"), and called an emergency meeting at which Apple's executive staff sided with Sculley, and stripped Jobs of all operational duties.[\[45\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer2004156%E2%80%93157-46) Jobs resigned from Apple in September 1985 and took several Apple employees with him to found [NeXT](https://en.wikipedia.org/wiki/NeXT "NeXT").[\[46\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-47) 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".[\[35\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-rice19850415-36)[\[47\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-wozemployee-48)[\[48\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-49) Wozniak remained employed by Apple as a representative,[\[47\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-wozemployee-48) receiving a stipend estimated to be \$120,000 per year.[\[49\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTEWozniakSmith2006-50) Jobs and Wozniak remained Apple shareholders following their departures.[\[50\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-wozstock-51)
After the departures of Jobs and Wozniak in 1985, Sculley launched the [Macintosh 512K](https://en.wikipedia.org/wiki/Macintosh_512K "Macintosh 512K") that year with quadruple the RAM, and introduced the [LaserWriter](https://en.wikipedia.org/wiki/LaserWriter "LaserWriter"), the first reasonably priced [PostScript](https://en.wikipedia.org/wiki/PostScript "PostScript")\-based [laser printer](https://en.wikipedia.org/wiki/Laser_printer "Laser printer"). [PageMaker](https://en.wikipedia.org/wiki/PageMaker "PageMaker"), an early [desktop publishing](https://en.wikipedia.org/wiki/Desktop_publishing "Desktop publishing") application taking advantage of the PostScript language, was also released by [Aldus Corporation](https://en.wikipedia.org/wiki/Aldus_Corporation "Aldus Corporation") in July 1985.[\[51\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer2004158%E2%80%93159-52) It has been suggested that the combination of Macintosh, LaserWriter, and PageMaker was responsible for the creation of the [desktop publishing](https://en.wikipedia.org/wiki/Desktop_publishing "Desktop publishing") market.[\[52\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-53)
This dominant position in the desktop publishing market[\[53\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTESwaine2014359%E2%80%93363-54) allowed the company to focus on higher price points, the so-called "high-right policy" named for its position on a priceâprofits chart. Newer models selling at higher price points offered higher [profit margin](https://en.wikipedia.org/wiki/Profit_margin "Profit margin"), and appeared to not affect total sales as [power users](https://en.wikipedia.org/wiki/Power_user "Power user") 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 GassĂ©e's slogan of "fifty-five or die", referring to the 55% [profit margins](https://en.wikipedia.org/wiki/Profit_margin "Profit margin") of the [Macintosh II](https://en.wikipedia.org/wiki/Macintosh_II "Macintosh II").[\[54\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTECarlton199779%E2%80%9380-55)
This policy began to backfire late in the decade as desktop publishing programs appeared on [IBM PC compatibles](https://en.wikipedia.org/wiki/IBM_PC_compatible "IBM PC compatible") 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](https://en.wikipedia.org/wiki/Economics_of_Christmas "Economics of Christmas") 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.[\[55\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTECarlton1997117%E2%80%93129-56) During this period, the relationship between Sculley and Gassée deteriorated, leading Sculley to effectively demote Gassée in January 1990 by appointing [Michael Spindler](https://en.wikipedia.org/wiki/Michael_Spindler "Michael Spindler") as the [chief operating officer](https://en.wikipedia.org/wiki/Chief_operating_officer "Chief operating officer").[\[56\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer2004184%E2%80%93185-57) Gassée left the company later that year to set up a rival, [Be Inc.](https://en.wikipedia.org/wiki/Be_Inc. "Be Inc.")[\[57\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer2004160-58)
1990â1997: Decline and restructuring
[](https://en.wikipedia.org/wiki/File:Apple_macintosh_lcII.jpg)
Macintosh [LC II](https://en.wikipedia.org/wiki/LC_II "LC II")
The company pivoted its strategy and, in October 1990, introduced three lower-cost models: the [Macintosh Classic](https://en.wikipedia.org/wiki/Macintosh_Classic "Macintosh Classic"), the [Macintosh LC](https://en.wikipedia.org/wiki/Macintosh_LC "Macintosh LC"), and the [Macintosh IIsi](https://en.wikipedia.org/wiki/Macintosh_IIsi "Macintosh IIsi"), all of which generated significant sales due to pent-up demand.[\[58\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer2004128-59) In 1991, Apple introduced the [PowerBook](https://en.wikipedia.org/wiki/PowerBook_100_series "PowerBook 100 series"), a commercially successful laptop whose clamshell design influenced later notebook computers. The same year, Apple introduced [System 7](https://en.wikipedia.org/wiki/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 the PowerBook brought increasing revenue.[\[59\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-lemsculley-60) For some time, Apple was doing very well, introducing fresh new products at increasing profits. The magazine *[MacAddict](https://en.wikipedia.org/wiki/MacAddict "MacAddict")* named the period between 1989 and 1991 as the "first golden age" of the Macintosh.[\[60\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-61)
[](https://en.wikipedia.org/wiki/File:Apple_PenLite_prototype,_1992.jpg)
The [PenLite](https://en.wikipedia.org/wiki/PenLite "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](https://en.wikipedia.org/wiki/Apple_Newton "Apple Newton").[\[61\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-62)
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](https://en.wikipedia.org/wiki/Macintosh_Quadra "Macintosh Quadra") series, the mid-range [Centris](https://en.wikipedia.org/wiki/Macintosh_Centris "Macintosh Centris") series, and the consumer-marketed [Performa](https://en.wikipedia.org/wiki/Performa "Performa") series. This led to significant consumer confusion among so many models.[\[62\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-vawperforma-63)
In 1993, the [Apple II](https://en.wikipedia.org/wiki/Apple_II "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.[\[63\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-64) The [Apple IIe](https://en.wikipedia.org/wiki/Apple_IIe "Apple IIe") was discontinued in 1993.[\[64\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-65)
Apple experimented with several other unsuccessful consumer targeted products during the 1990s, including [QuickTake](https://en.wikipedia.org/wiki/QuickTake "QuickTake") [digital cameras](https://en.wikipedia.org/wiki/Digital_camera "Digital camera"), [PowerCD](https://en.wikipedia.org/wiki/PowerCD "PowerCD") [portable CD audio players](https://en.wikipedia.org/wiki/Portable_CD_player "Portable CD player"), [speakers](https://en.wikipedia.org/wiki/AppleDesign_Powered_Speakers "AppleDesign Powered Speakers"), the [Pippin](https://en.wikipedia.org/wiki/Apple_Pippin "Apple Pippin") video game console, the [eWorld](https://en.wikipedia.org/wiki/EWorld "EWorld") online service, and [Apple Interactive Television Box](https://en.wikipedia.org/wiki/Apple_Interactive_Television_Box "Apple Interactive Television Box"). Apple made significant investments in the [Newton](https://en.wikipedia.org/wiki/Apple_Newton "Apple Newton") tablet division; the Newton was later criticized for high costs and limited commercial success, and commentators have attributed the decision to start that division in part to market forecasts by CEO John Sculley.[\[65\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-66)
Throughout this period, Microsoft continued to gain market share with [Windows](https://en.wikipedia.org/wiki/Windows "Windows") by focusing on delivering software to inexpensive personal computers, while Apple was delivering a richly engineered but expensive experience.[\[66\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-67) Apple relied on high profit margins and never developed a clear response; it sued Microsoft for making a GUI similar to the [Lisa](https://en.wikipedia.org/wiki/Apple_Lisa "Apple Lisa") in *[Apple Computer, Inc. v. Microsoft Corp.](https://en.wikipedia.org/wiki/Apple_Computer,_Inc._v._Microsoft_Corp. "Apple Computer, Inc. v. Microsoft Corp.")*[\[67\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-lemms-68) 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](https://en.wikipedia.org/wiki/Michael_Spindler "Michael Spindler").[\[68\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-69)
[](https://en.wikipedia.org/wiki/File:PowerMac_6100-66b.JPG)
The [Power Macintosh 6100](https://en.wikipedia.org/wiki/Power_Macintosh_6100 "Power Macintosh 6100"), introduced in 1994, was Apple's first new home computer model after the switch to [PowerPC](https://en.wikipedia.org/wiki/PowerPC "PowerPC") processors.
Under Spindler, Apple, [IBM](https://en.wikipedia.org/wiki/IBM "IBM"), and [Motorola](https://en.wikipedia.org/wiki/Motorola "Motorola") formed the [AIM alliance](https://en.wikipedia.org/wiki/AIM_alliance "AIM alliance") in 1994 to create a new computing platform (the [PowerPC Reference Platform](https://en.wikipedia.org/wiki/PowerPC_Reference_Platform "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](https://en.wikipedia.org/wiki/Power_Macintosh "Power Macintosh"), the first of many computers with Motorola's [PowerPC](https://en.wikipedia.org/wiki/PowerPC "PowerPC") processor.[\[69\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-70)
In the wake of the alliance, Apple opened up to the idea of allowing Motorola and other companies to build [Macintosh clones](https://en.wikipedia.org/wiki/Macintosh_clone "Macintosh clone"). 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.[\[70\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOOTNOTELinzmayer2004[httpsbooksgooglecombooksidmXnw5tM8QRwCpgPA254_254%E2%80%93256]-71)
In 1996, Spindler was replaced as CEO by [Gil Amelio](https://en.wikipedia.org/wiki/Gil_Amelio "Gil Amelio"), who was hired for his reputation as a corporate rehabilitator. Amelio made big changes, including extensive layoffs and cost-cutting.[\[71\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-72)
This period was also marked by numerous failed attempts to modernize the Macintosh operating system (the [classic Mac OS](https://en.wikipedia.org/wiki/Classic_Mac_OS "Classic Mac OS")). The original Macintosh operating system ([System 1](https://en.wikipedia.org/wiki/System_1 "System 1")) was not built for multitasking (running several applications at once). The company attempted to correct this by introducing [cooperative multitasking](https://en.wikipedia.org/wiki/Cooperative_multitasking "Cooperative multitasking") in System 5, but still decided it needed a more modern approach.[\[72\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-73) This led to the [Pink](https://en.wikipedia.org/wiki/Taligent "Taligent") project in 1988, [A/UX](https://en.wikipedia.org/wiki/A/UX "A/UX") that same year, [Copland](https://en.wikipedia.org/wiki/Copland_\(operating_system\) "Copland (operating system)") in 1994, and evaluated the purchase of [BeOS](https://en.wikipedia.org/wiki/BeOS "BeOS") in 1996. Talks with Be stalled when the CEO, former Apple executive [Jean-Louis Gassée](https://en.wikipedia.org/wiki/Jean-Louis_Gass%C3%A9e "Jean-Louis Gassée"), demanded \$300 million in contrast to Apple's \$125-million offer.[\[73\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-74) With Apple only weeks away from [bankruptcy](https://en.wikipedia.org/wiki/Bankruptcy "Bankruptcy"),[\[74\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-75) the board preferred [NeXTSTEP](https://en.wikipedia.org/wiki/NeXTSTEP "NeXTSTEP") and purchased [NeXT](https://en.wikipedia.org/wiki/NeXT "NeXT") in late 1996 for \$400 million, retaining [Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs").[\[75\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-76)
1997â2007: Return to profitability
The NeXT acquisition was finalized on February 9, 1997,[\[76\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-archive-77) and the board brought Jobs back to Apple as an advisor. On July 9, 1997, Jobs staged a boardroom coup, which 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.[\[77\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Entrepreneur20111027-78)
The next month, in August 1997, Steve Jobs convinced Microsoft to make a \$150-million investment in Apple and a commitment to continue developing Mac software.[\[78\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-79) 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.](https://en.wikipedia.org/wiki/United_States_v._Microsoft_Corp. "United States v. Microsoft Corp.")* case.[\[79\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-80) Around then, Jobs donated Apple's internal library and archives to [Stanford University](https://en.wikipedia.org/wiki/Stanford_University "Stanford University"), to focus more on the present and the future rather than the past.[\[80\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-81)[\[81\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-82) He ended the Mac clone deals and in September 1997, purchased the largest clone maker, [Power Computing](https://en.wikipedia.org/wiki/Power_Computing "Power Computing").[\[82\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-83) On November 10, 1997, the [Apple Store website](https://en.wikipedia.org/wiki/Apple_Store_\(online\) "Apple Store (online)") launched, which was tied to a new build-to-order manufacturing model similar to PC manufacturer [Dell](https://en.wikipedia.org/wiki/Dell "Dell")'s success.[\[83\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-84) The moves paid off for Jobs; at the end of his first year as CEO, the company had a \$309-million profit.[\[77\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Entrepreneur20111027-78)
[](https://en.wikipedia.org/wiki/File:IMac_G3_Bondi_Blue,_three-quarters_view.png)
iMac
[](https://en.wikipedia.org/wiki/File:Clamshell_iBook_G3.jpg)
iBook
[](https://en.wikipedia.org/wiki/File:Apple_Yosemite.JPG)
Power Macintosh G3
[](https://en.wikipedia.org/wiki/File:Apple_PowerBook_G3_500_Pismo-2763.jpg)
PowerBook G3
On May 6, 1998, Apple introduced a new all-in-one computer reminiscent of the original Macintosh: the [iMac](https://en.wikipedia.org/wiki/IMac_G3 "IMac G3"). The iMac sold 800,000 units in its first five months. It abandoned legacy technologies such as the [3\+1â2\-inch diskette](https://en.wikipedia.org/wiki/Floppy_disk "Floppy disk"), adopted the USB connector early, and came pre-installed with Internet connectivity (the 'i' in iMac) via Ethernet and a dial-up modem.[\[84\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-800kimacs-85)[\[85\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Alyson_Raletz-86) Its striking teardrop shape and translucent materials were designed by [Jonathan Ive](https://en.wikipedia.org/wiki/Jonathan_Ive "Jonathan Ive"), who had been hired by Amelio, and who collaborated with Jobs for more than a decade to reshape Apple's product design.[\[86\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Time-87)[\[87\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-88)
A little more than a year later on July 21, 1999, Apple introduced the [iBook](https://en.wikipedia.org/wiki/IBook "IBook") consumer laptop. It culminated Jobs' strategy to produce only four products: refined versions of the [Power Macintosh G3](https://en.wikipedia.org/wiki/Power_Macintosh_G3 "Power Macintosh G3") desktop and [PowerBook G3](https://en.wikipedia.org/wiki/PowerBook_G3 "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.[\[88\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-89)
Around then, Apple also completed numerous acquisitions to create a portfolio of digital media production software for both professionals and consumers. Apple acquired [Macromedia](https://en.wikipedia.org/wiki/Macromedia "Macromedia")'s Key Grip digital video editing software project, which was launched as [Final Cut Pro](https://en.wikipedia.org/wiki/Final_Cut_Pro "Final Cut Pro") in April 1999.[\[89\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-90) Key Grip's development also led to Apple's release of the consumer video-editing product [iMovie](https://en.wikipedia.org/wiki/IMovie "IMovie") in October 1999.[\[90\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Bell-91) Apple acquired the German company Astarte in April 2000, which had developed the [DVD authoring](https://en.wikipedia.org/wiki/DVD_authoring "DVD authoring") software DVDirector, which Apple repackaged as the professional-oriented [DVD Studio Pro](https://en.wikipedia.org/wiki/DVD_Studio_Pro "DVD Studio Pro"), and reused its technology to create [iDVD](https://en.wikipedia.org/wiki/IDVD "IDVD") for the consumer market.[\[90\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Bell-91) In 2000, Apple purchased the [SoundJam MP](https://en.wikipedia.org/wiki/SoundJam_MP "SoundJam MP") audio player software from [Casady & Greene](https://en.wikipedia.org/wiki/Casady_%26_Greene "Casady & Greene"). Apple renamed the program [iTunes](https://en.wikipedia.org/wiki/ITunes "ITunes"), simplified the user interface and added CD burning.[\[91\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-92)
In 2001, Apple changed course with three announcements. First, on March 24, 2001, Apple announced the release of a new modern operating system, [Mac OS X](https://en.wikipedia.org/wiki/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 [NeXTSTEP](https://en.wikipedia.org/wiki/NeXTSTEP "NeXTSTEP"), [OpenStep](https://en.wikipedia.org/wiki/OpenStep "OpenStep"), and [BSD Unix](https://en.wikipedia.org/wiki/BSD_Unix "BSD Unix"), to combine the stability, reliability, and security of [Unix](https://en.wikipedia.org/wiki/Unix "Unix") with the ease of use of an overhauled user interface. Second, in May 2001, the first two [Apple Store](https://en.wikipedia.org/wiki/Apple_Store "Apple Store") retail locations opened in Virginia and California, offering an improved presentation of the company's products.[\[92\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-93)[\[93\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-First_stores-94)[\[94\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-MacRumors_stores-95) At the time, many speculated that the stores would fail, but they later expanded to more than 500 locations worldwide.[\[95\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-fortune-best-retailer-96)[\[2\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-storelist-3) Third, on October 23, 2001, the [iPod](https://en.wikipedia.org/wiki/IPod "IPod") portable digital audio player debuted. The product was first sold on November 10, 2001, and sold over 100 million units within six years.[\[96\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-97)
[](https://en.wikipedia.org/wiki/File:ITunes_Store_Songs_Sales.jpg)
The iTunes Store was highly successful in shaping the legal [music downloading](https://en.wikipedia.org/wiki/Music_download "Music download") industry; chart shows the number of songs sold from 2003 to 2010.
In 2003, the [iTunes Store](https://en.wikipedia.org/wiki/ITunes_Store "ITunes Store") was introduced with [music downloads](https://en.wikipedia.org/wiki/Music_download "Music download") for 99Âą a song and iPod integration. It quickly became the market leader in online music services, with over 5 billion downloads by June 19, 2008.[\[97\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-98) Two years later, the iTunes Store was the world's largest music retailer.[\[98\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-99)
In 2002, Apple purchased [Nothing Real](https://en.wikipedia.org/wiki/Nothing_Real "Nothing Real") for its advanced digital [compositing](https://en.wikipedia.org/wiki/Compositing "Compositing") application [Shake](https://en.wikipedia.org/wiki/Shake_\(software\) "Shake (software)"),[\[99\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-100) and [Emagic](https://en.wikipedia.org/wiki/Emagic "Emagic") for the music productivity application [Logic](https://en.wikipedia.org/wiki/Logic_Pro "Logic Pro"). 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 [GarageBand](https://en.wikipedia.org/wiki/GarageBand "GarageBand") application.[\[100\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-101) The release of [iPhoto](https://en.wikipedia.org/wiki/IPhoto "IPhoto") that year completed the [iLife](https://en.wikipedia.org/wiki/ILife "ILife") suite.[\[101\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-102)
[](https://en.wikipedia.org/wiki/File:MacBook_Pro.jpg)
The [MacBook Pro](https://en.wikipedia.org/wiki/MacBook_Pro "MacBook Pro") is Apple's first laptop with an [Intel](https://en.wikipedia.org/wiki/Intel "Intel") microprocessor, introduced in 2006.
At the [Worldwide Developers Conference](https://en.wikipedia.org/wiki/Worldwide_Developers_Conference "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](https://en.wikipedia.org/wiki/Mac_transition_to_Intel_processors "Mac transition to Intel processors") in 2006.[\[102\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-printel-103) On January 10, 2006, the new [MacBook Pro](https://en.wikipedia.org/wiki/MacBook_Pro "MacBook Pro") and [iMac](https://en.wikipedia.org/wiki/IMac "IMac") became the first Apple computers to use Intel's [Core Duo](https://en.wikipedia.org/wiki/Core_Duo "Core Duo") CPU. By August 7, 2006, Apple made the transition to Intel chips for the entire Mac product lineâover one year sooner than announced.[\[102\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-printel-103) The Power Mac, iBook, and PowerBook brands were retired during the transition; the [Mac Pro](https://en.wikipedia.org/wiki/Mac_Pro "Mac Pro"), [MacBook](https://en.wikipedia.org/wiki/MacBook "MacBook"), and MacBook Pro became their respective successors.[\[103\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-104) Apple also introduced [Boot Camp](https://en.wikipedia.org/wiki/Boot_Camp_\(software\) "Boot Camp (software)") in 2006 to help users install [Windows XP](https://en.wikipedia.org/wiki/Windows_XP "Windows XP") or [Windows Vista](https://en.wikipedia.org/wiki/Windows_Vista "Windows Vista") on their Intel Macs alongside Mac OS X.[\[104\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-105)
Between early 2003 and 2006, the price of Apple's stock increased more than tenfold, from around \$6 per share ([split-adjusted](https://en.wikipedia.org/wiki/Split-adjusted "Split-adjusted")) to over \$80.[\[105\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-106) When Apple surpassed Dell's [market cap](https://en.wikipedia.org/wiki/Market_cap "Market cap") in January 2006,[\[106\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-modell-107) Jobs sent an email to Apple employees saying Dell's [CEO](https://en.wikipedia.org/wiki/CEO "CEO") [Michael Dell](https://en.wikipedia.org/wiki/Michael_Dell "Michael Dell") should eat his words.[\[107\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-108) Nine years prior, Dell had said that if he ran Apple he would "shut it down and give the money back to the shareholders".[\[108\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-109)
2007â2011: Success with mobile devices
[](https://en.wikipedia.org/wiki/File:IPhone_\(356419153\).jpg)
The newly announced [first-generation iPhone](https://en.wikipedia.org/wiki/IPhone_\(1st_generation\) "IPhone (1st generation)") was on display at the 2007 [MacWorld Expo](https://en.wikipedia.org/wiki/MacWorld_Expo "MacWorld Expo").
During his keynote speech at the [Macworld Expo](https://en.wikipedia.org/wiki/Macworld_Expo "Macworld Expo") on January 9, 2007, Jobs announced the renaming of Apple Computer, Inc. to Apple Inc., because the company had broadened its focus from computers to consumer electronics.[\[109\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-110) This event also saw the announcement of the [iPhone](https://en.wikipedia.org/wiki/IPhone "IPhone")[\[110\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-111) and the [Apple TV](https://en.wikipedia.org/wiki/Apple_TV_\(device\) "Apple TV (device)").[\[111\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-112) The company sold 270,000 [first-generation iPhones](https://en.wikipedia.org/wiki/IPhone_\(1st_generation\) "IPhone (1st generation)") during the first 30 hours of sales,[\[112\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-113) and some industry commentators described the device as "a game changer for the industry".[\[113\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-114)
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](https://en.wikipedia.org/wiki/ITunes_Store "ITunes Store") without [digital rights management](https://en.wikipedia.org/wiki/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.[\[114\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-115) On April 2, 2007, Apple and [EMI](https://en.wikipedia.org/wiki/EMI "EMI") jointly announced the removal of DRM technology from EMI's catalog in the iTunes Store, effective in May 2007.[\[115\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-116) 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 its [FairPlay](https://en.wikipedia.org/wiki/FairPlay "FairPlay") DRM.[\[116\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-117)
In July 2008, Apple launched the [App Store](https://en.wikipedia.org/wiki/App_Store_\(iOS\) "App Store (iOS)") to sell third-party applications for the iPhone and [iPod Touch](https://en.wikipedia.org/wiki/IPod_Touch "IPod Touch").[\[117\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-118) Within a month, the store sold 60 million applications and registered an average daily revenue of \$1 million, with Jobs speculating in August 2008 that the App Store could become a billion-dollar business for Apple.[\[118\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-119) By October 2008, Apple was the third-largest mobile handset supplier in the world due to the popularity of the iPhone.[\[119\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-120)
[](https://en.wikipedia.org/wiki/File:IPod_classic_in_dock.jpg)
A docked [iPod Classic](https://en.wikipedia.org/wiki/IPod_Classic "IPod Classic"); Apple worked with other manufacturers to implement purpose-built "[Made for iPod](https://en.wikipedia.org/wiki/MFi_Program "MFi Program")" docking stations.
On January 14, 2009, Jobs announced in an internal memo that he would be taking a six-month medical [leave of absence](https://en.wikipedia.org/wiki/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".[\[120\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-121) Though Jobs was absent, Apple recorded its best non-holiday quarter (Q1 FY 2009) during [the recession](https://en.wikipedia.org/wiki/Late-2000s_recession "Late-2000s recession"), with revenue of \$8.16 billion and profit of \$1.21 billion.[\[121\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-122)
After years of speculation and multiple rumored "leaks", Apple unveiled a large screen, tablet-like media device known as the [iPad](https://en.wikipedia.org/wiki/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 US. It sold more than 300,000 units on its first day, and 500,000 by the end of the first week.[\[122\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-123) In May 2010, Apple's market cap exceeded that of competitor [Microsoft](https://en.wikipedia.org/wiki/Microsoft "Microsoft") for the first time since 1989.[\[123\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-124)
In June 2010, Apple released the [iPhone 4](https://en.wikipedia.org/wiki/IPhone_4 "IPhone 4"),[\[124\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-125) which introduced [video calling](https://en.wikipedia.org/wiki/Video_calling "Video calling") using [FaceTime](https://en.wikipedia.org/wiki/FaceTime "FaceTime"), [multitasking](https://en.wikipedia.org/wiki/Computer_multitasking "Computer multitasking"), and a new design with an exposed [stainless steel](https://en.wikipedia.org/wiki/Stainless_steel "Stainless steel") frame as the phone's antenna system. Later that year, Apple again refreshed the [iPod](https://en.wikipedia.org/wiki/IPod "IPod") line by introducing a [multi-touch](https://en.wikipedia.org/wiki/Multi-touch "Multi-touch") [iPod Nano](https://en.wikipedia.org/wiki/IPod_Nano "IPod Nano"), an iPod Touch with FaceTime, and an [iPod Shuffle](https://en.wikipedia.org/wiki/IPod_Shuffle "IPod Shuffle") that brought back the [clickwheel](https://en.wikipedia.org/wiki/Clickwheel "Clickwheel") buttons of earlier generations.[\[125\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-126) It also introduced the smaller, cheaper second-generation Apple TV which allowed the rental of movies and shows.[\[126\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-yahoo1-127)
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](https://en.wikipedia.org/wiki/Tim_Cook "Tim Cook") assumed Jobs' day-to-day operations at Apple, although Jobs would still remain "involved in major strategic decisions".[\[127\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-JobsLeave2011-128) Apple became the most valuable consumer-facing brand in the world,[\[128\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-129) and has consistently been among the most valuable brands since then.[\[129\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-130) In June 2011, Jobs took the stage and unveiled [iCloud](https://en.wikipedia.org/wiki/ICloud "ICloud"), an online storage and syncing service for music, photos, files, and software which replaced [MobileMe](https://en.wikipedia.org/wiki/MobileMe "MobileMe"), Apple's previous attempt at content syncing.[\[130\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-131) 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.[\[131\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-132) He was replaced by Cook[\[132\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-133) and Jobs became Apple's chairman. Apple did not have a chairman at the time[\[133\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-134) and instead had two co-lead directors, [Andrea Jung](https://en.wikipedia.org/wiki/Andrea_Jung "Andrea Jung") and [Arthur D. Levinson](https://en.wikipedia.org/wiki/Arthur_D._Levinson "Arthur D. Levinson"),[\[134\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-135) who continued with those titles until Levinson replaced Jobs as chairman of the board in November after Jobs' death.[\[135\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-136)
2011â2020: Post-Jobs era, new devices
On October 5, 2011, Steve Jobs died, marking the end of an era for Apple.[\[136\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-137) The next major product announcement by Apple was on January 19, 2012, when Apple's [Phil Schiller](https://en.wikipedia.org/wiki/Phil_Schiller "Phil Schiller") introduced [iBooks](https://en.wikipedia.org/wiki/Apple_Books "Apple Books") Textbooks for iOS and iBooks Author for Mac OS X in New York City.[\[137\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-138) Jobs stated in the biography *Steve Jobs* that he wanted to reinvent the [textbook](https://en.wikipedia.org/wiki/Textbook "Textbook") industry and education.[\[138\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-139)
From 2011 to 2012, Apple released the [iPhone 4S](https://en.wikipedia.org/wiki/IPhone_4S "IPhone 4S")[\[139\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-140) and [iPhone 5](https://en.wikipedia.org/wiki/IPhone_5 "IPhone 5"),[\[140\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-141) which featured improved cameras, an [intelligent software assistant](https://en.wikipedia.org/wiki/Intelligent_software_assistant "Intelligent software assistant") named [Siri](https://en.wikipedia.org/wiki/Siri "Siri"), and cloud-synced data with iCloud; the [third-](https://en.wikipedia.org/wiki/IPad_\(third_generation\) "IPad (third generation)") and [fourth-generation iPads](https://en.wikipedia.org/wiki/IPad_\(fourth_generation\) "IPad (fourth generation)"), which featured [Retina displays](https://en.wikipedia.org/wiki/Retina_displays "Retina displays");[\[141\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-142)[\[142\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Lightning_strikes_again-143) and the [iPad Mini](https://en.wikipedia.org/wiki/IPad_Mini "IPad Mini"), which featured a 7.9-inch screen in contrast to the iPad's 9.7-inch screen.[\[143\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-mini-144) These launches were successful, with the iPhone 5 (released September 21, 2012) becoming Apple's biggest iPhone launch with over two million pre-orders[\[144\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-145) and sales of three million iPads in three days following the launch of the iPad Mini and fourth-generation iPad (released November 3, 2012).[\[145\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-146) Apple also released a third-generation 13-inch [MacBook Pro](https://en.wikipedia.org/wiki/MacBook_Pro "MacBook Pro") with a Retina display and new [iMac](https://en.wikipedia.org/wiki/IMac "IMac") and [Mac Mini](https://en.wikipedia.org/wiki/Mac_Mini "Mac Mini") computers.[\[142\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Lightning_strikes_again-143)[\[143\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-mini-144)[\[146\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-147)
On August 20, 2012, Apple's rising stock price increased the company's market capitalization to a then-record \$624 billion. This beat the non-inflation-adjusted record for market capitalization previously set by [Microsoft](https://en.wikipedia.org/wiki/Microsoft "Microsoft") in 1999.[\[147\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-148) On August 24, 2012, a US jury ruled that Samsung should pay Apple \$1.05 billion (ÂŁ665m) in damages in an [intellectual property](https://en.wikipedia.org/wiki/Intellectual_property "Intellectual property") lawsuit.[\[148\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-149) Samsung appealed the damages award, which was reduced by \$450 million[\[149\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOSS_Patents-150) and further granted Samsung's request for a new trial.[\[149\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-FOSS_Patents-150) 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.[\[150\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-151) It is predicted that Apple will make US\$280 million per year from this deal with HTC.[\[151\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-152)
In May 2014, Apple confirmed its intent to acquire [Dr. Dre](https://en.wikipedia.org/wiki/Dr._Dre "Dr. Dre") and [Jimmy Iovine](https://en.wikipedia.org/wiki/Jimmy_Iovine "Jimmy Iovine")'s audio company [Beats Electronics](https://en.wikipedia.org/wiki/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](https://en.wikipedia.org/wiki/Beats_Music "Beats Music"), for US\$3 billion, and to sell its 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.[\[152\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-153)
[](https://en.wikipedia.org/wiki/File:Apple_Watch_%E3%81%A7%E3%83%81%E3%82%A7%E3%83%83%E3%82%AF%E3%82%A4%E3%83%B3%E3%81%97%E3%81%BE%E3%81%97%E3%81%9F%EF%BC%81_2015_\(17187691969\).jpg)
[First-generation Apple Watch](https://en.wikipedia.org/wiki/Apple_Watch_\(1st_generation\) "Apple Watch (1st generation)") (2015)
During a press event on September 9, 2014, Apple introduced a [smartwatch](https://en.wikipedia.org/wiki/Smartwatch "Smartwatch") called the [Apple Watch](https://en.wikipedia.org/wiki/Apple_Watch "Apple Watch").[\[153\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-verge-watchannounce-154) Initially, Apple marketed the device as a [fashion accessory](https://en.wikipedia.org/wiki/Fashion_accessory "Fashion accessory")[\[154\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-wp-fashion-155) and a complement to the iPhone, that would allow people to look at their smartphones less.[\[155\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-wired.com-156) Over time, the company has focused on developing health and fitness-oriented features on the watch, in an effort to compete with dedicated [activity trackers](https://en.wikipedia.org/wiki/Activity_tracker "Activity tracker"). In January 2016, Apple announced that over one billion Apple devices were in active use worldwide.[\[156\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-157)
On June 6, 2016, *[Fortune](https://en.wikipedia.org/wiki/Fortune_\(magazine\) "Fortune (magazine)")* released the [*Fortune* 500](https://en.wikipedia.org/wiki/Fortune_500 "Fortune 500"), its annual list of companies ranked on revenue generation. In the trailing fiscal year of 2015, Apple was listed as the top tech company.[\[157\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Top_Tech_Company-158) It ranked third, overall, with US\$233 billion in revenue.[\[157\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Top_Tech_Company-158) This represents a movement upward of two spots from the previous year's list.[\[157\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Top_Tech_Company-158)
In June 2017, Apple announced the [HomePod](https://en.wikipedia.org/wiki/HomePod "HomePod"), its [smart speaker](https://en.wikipedia.org/wiki/Smart_speaker "Smart speaker") aimed to compete against [Sonos](https://en.wikipedia.org/wiki/Sonos "Sonos"), [Google Home](https://en.wikipedia.org/wiki/Google_Home_\(smart_speakers\) "Google Home (smart speakers)"), and [Amazon Echo](https://en.wikipedia.org/wiki/Amazon_Echo "Amazon Echo").[\[158\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-159) Toward the end of the year, *[TechCrunch](https://en.wikipedia.org/wiki/TechCrunch "TechCrunch")* reported that Apple was acquiring [Shazam](https://en.wikipedia.org/wiki/Shazam_\(music_app\) "Shazam (music app)"), a company that introduced its products at WWDC and specializing in music, TV, film and advertising recognition.[\[159\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-160) The acquisition was confirmed a few days later, reportedly costing Apple US\$400 million, with media reports that the purchase looked like a move to acquire data and tools bolstering the [Apple Music](https://en.wikipedia.org/wiki/Apple_Music "Apple Music") streaming service.[\[160\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-161) The purchase was approved by the [European Union](https://en.wikipedia.org/wiki/European_Union "European Union") in September 2018.[\[161\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-162)
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](https://en.wikipedia.org/wiki/Top_of_the_Morning_\(TV_series\) "Top of the Morning (TV series)") starring [Jennifer Aniston](https://en.wikipedia.org/wiki/Jennifer_Aniston "Jennifer Aniston") and [Reese Witherspoon](https://en.wikipedia.org/wiki/Reese_Witherspoon "Reese Witherspoon"), and a reboot of the anthology series *[Amazing Stories](https://en.wikipedia.org/wiki/Amazing_Stories_\(2020_TV_series\) "Amazing Stories (2020 TV series)")* with [Steven Spielberg](https://en.wikipedia.org/wiki/Steven_Spielberg "Steven Spielberg").[\[162\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-163) In June 2018, Apple signed the [Writers Guild of America](https://en.wikipedia.org/wiki/Writers_Guild_of_America "Writers Guild of America")'s minimum basic agreement and [Oprah Winfrey](https://en.wikipedia.org/wiki/Oprah_Winfrey "Oprah Winfrey") to a multi-year content partnership.[\[163\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-164) Additional partnerships for original series included [Sesame Workshop](https://en.wikipedia.org/wiki/Sesame_Workshop "Sesame Workshop") and [DHX Media](https://en.wikipedia.org/wiki/DHX_Media "DHX Media") and its subsidiary [Peanuts Worldwide](https://en.wikipedia.org/wiki/Peanuts_Worldwide "Peanuts Worldwide"), and a partnership with [A24](https://en.wikipedia.org/wiki/A24 "A24") to create original films.[\[164\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-165)
During the [Apple Special Event](https://en.wikipedia.org/wiki/List_of_Apple_Inc._media_events#Apple_Special_Event_\(September_12,_2017\) "List of Apple Inc. media events") in September 2017, the [AirPower](https://en.wikipedia.org/wiki/AirPower_\(Apple\) "AirPower (Apple)") wireless charger was announced alongside the [iPhone X](https://en.wikipedia.org/wiki/IPhone_X "IPhone X"), [iPhone 8](https://en.wikipedia.org/wiki/IPhone_8 "IPhone 8"), and [Watch Series 3](https://en.wikipedia.org/wiki/Apple_Watch#Third_generation_\(Series_3\) "Apple Watch"). 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.[\[165\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-166) 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.[\[166\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-167)
2020â2024: Transition from Intel CPUs, legal compliance and settlements
[](https://en.wikipedia.org/wiki/File:Macbook_Air_M1_Silver_PNG.png)
[MacBook Air M1](https://en.wikipedia.org/wiki/MacBook_Air_\(Apple_silicon\) "MacBook Air (Apple silicon)") (2020), Apple's first notebook computer following the switch from Intel x86 to [ARM](https://en.wikipedia.org/wiki/ARM_architecture_family "ARM architecture family") processors
During its annual [WWDC](https://en.wikipedia.org/wiki/WWDC "WWDC") keynote speech on June 22, 2020, Apple announced it would move away from Intel processors, and the [Mac would transition to processors developed in-house](https://en.wikipedia.org/wiki/Mac_transition_to_Apple_silicon "Mac transition to Apple silicon").[\[167\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-168) 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.[\[168\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-169) On November 10, 2020, the MacBook Air, MacBook Pro, and the Mac Mini became the first Macs powered by an Apple-designed processor, the [Apple M1](https://en.wikipedia.org/wiki/Apple_M1 "Apple M1").[\[169\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-170)
In April 2022, it was reported that [Samsung Electro-Mechanics](https://en.wikipedia.org/wiki/Samsung_Electro-Mechanics "Samsung Electro-Mechanics") would be collaborating with Apple on its M2 chip instead of [LG Innotek](https://en.wikipedia.org/wiki/LG_Innotek "LG Innotek").[\[170\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-171) Developer logs showed that at least nine Mac models with four different M2 chips were being tested.[\[171\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-172)
*[The Wall Street Journal](https://en.wikipedia.org/wiki/The_Wall_Street_Journal "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](https://en.wikipedia.org/wiki/COVID-19_pandemic "COVID-19 pandemic"), which led to increased profitability, with sales of M1-based Mac computers rising sharply in 2020 and 2021. It also inspired other companies like [Tesla](https://en.wikipedia.org/wiki/Tesla,_Inc. "Tesla, Inc."), [Amazon](https://en.wikipedia.org/wiki/Amazon_\(company\) "Amazon (company)"), and [Meta Platforms](https://en.wikipedia.org/wiki/Meta_Platforms "Meta Platforms") to pursue a similar path.[\[172\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-173)
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.[\[173\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-174)
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.[\[174\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-175) Further insider reports state that the device uses iris scanning for payment confirmation and signing into accounts.[\[175\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-176) In June 2023, Apple formally announced its first mixed reality headset, the [Apple Vision Pro](https://en.wikipedia.org/wiki/Apple_Vision_Pro "Apple Vision Pro"), which ran its new [visionOS](https://en.wikipedia.org/wiki/VisionOS "VisionOS") operating system.[\[176\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-177) The headset was released in February of the following year.[\[177\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-178)
On June 18, 2022, the Apple Store in [Towson, Maryland](https://en.wikipedia.org/wiki/Towson,_Maryland "Towson, Maryland"), became the first to unionize in the US, with the employees voting to join the [International Association of Machinists and Aerospace Workers](https://en.wikipedia.org/wiki/International_Association_of_Machinists_and_Aerospace_Workers "International Association of Machinists and Aerospace Workers").[\[178\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-179)
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](https://en.wikipedia.org/wiki/Zero-day_\(computing\) "Zero-day (computing)") malware.[\[179\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-180)
Apple launched a [buy now, pay later](https://en.wikipedia.org/wiki/Buy_now,_pay_later "Buy now, pay later") service called 'Apple Pay Later' for its [Apple Wallet](https://en.wikipedia.org/wiki/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.[\[180\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-181)[\[181\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-182)
In November 2023, Apple agreed to a \$25-million settlement in a [US Department of Justice](https://en.wikipedia.org/wiki/US_Department_of_Justice "US Department of Justice") case that alleged Apple was discriminating against US citizens in hiring. Apple created jobs that were not listed online and that required a paper submission application, while advertising these jobs to foreign workers as part of recruitment for [PERM](https://en.wikipedia.org/wiki/Permanent_Labor_Certification#Program_electronic_review_management "Permanent Labor Certification").[\[182\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-183)
In January 2024, Apple announced compliance with the European Union's competition law, with major changes to the App Store and other services, effective on 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.[\[183\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-184)
In June 2024, Apple introduced [Apple Intelligence](https://en.wikipedia.org/wiki/Apple_Intelligence "Apple Intelligence") to incorporate on-device [artificial intelligence](https://en.wikipedia.org/wiki/Artificial_intelligence "Artificial intelligence") (AI) capabilities.[\[184\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-185)
On November 1, 2024, Apple announced its acquisition of [Pixelmator](https://en.wikipedia.org/wiki/Pixelmator "Pixelmator"), a company known for its image editing applications for iPhone and Mac. Apple had previously showcased Pixelmator's apps during its product launches, including naming Pixelmator Pro its Mac App of the Year in 2018 for its innovative use of machine learning and AI. In the announcement, Pixelmator stated that there would be no significant changes to its existing apps following the acquisition.[\[185\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-186)
On December 31, 2024, a preliminary settlement was filed in the Oakland California federal court that accused Apple of unlawfully recording private conversations, through unintentional Siri activations, and of sharing them with third parties, including advertisers. Apple agreed to a \$95-million cash settlement to resolve this lawsuit in which its Siri assistant violated user privacy. While denying any wrongdoing, Apple settled the case, allowing affected users to potentially claim up to \$20 per device. Attorneys sought \$28.5 million in fees from the settlement fund.[\[186\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-187)
2025âpresent: Domestic investment, integrating AI capabilities into products and challenges
In 2025, Apple undertook its largest investment initiative to date, announcing a commitment to spend over \$500 billion in the United States over the following four years. This extensive strategy includes the opening of a new manufacturing facility in Houston to produce servers supporting Apple Intelligence, expansion of [research and development](https://en.wikipedia.org/wiki/Research_and_development "Research and development") in fields like silicon engineering and AI, and the establishment of a new advanced manufacturing academy in Detroit. The company also pledged to double its US Advanced Manufacturing Fund and increase collaboration with American suppliers, aiming to create tens of thousands of jobs related to R\&D, AI, and manufacturing technologies.[\[187\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-188)
The software landscape at Apple underwent a transformation in 2025. At its Worldwide Developers Conference (WWDC), Apple introduced the new "[Liquid Glass](https://en.wikipedia.org/wiki/Liquid_Glass "Liquid Glass")" design language, rolled out unified system design updates across [iOS 26](https://en.wikipedia.org/wiki/IOS_26 "IOS 26"), [iPadOS 26](https://en.wikipedia.org/wiki/IPadOS_26 "IPadOS 26"), [macOS Tahoe](https://en.wikipedia.org/wiki/MacOS_Tahoe "MacOS Tahoe"), and other platforms, and significantly expanded the capabilities of Apple Intelligence. According to Apple, these updates were intended to address previous criticisms of fragmented interfaces and to use onâdevice and cloudâbased AI to improve privacy and user experience.[\[188\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-189)[\[189\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-190)
Despite continued growth in its services sector, including a new all-time high for services revenue in the March quarter and the launch of updated models such as the [iPhone 16e](https://en.wikipedia.org/wiki/IPhone_16e "IPhone 16e") and M4 MacBook Air,[\[190\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-191)[\[191\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-192) Apple faced significant challenges. The company contended with a 19% decline in stock value year-to-date, ongoing antitrust investigations by the US Department of Justice, and legal disputes involving the App Store. [Competition in the AI space](https://en.wikipedia.org/wiki/Competition_in_artificial_intelligence "Competition in artificial intelligence") escalated, with rivals gaining ground. High-profile departures[\[192\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-193) and political tensions, including calls for Apple to manufacture iPhones domestically or face tariffs, added to the pressure, have been cited by analysts as contributing to a difficult year for CEO [Tim Cook](https://en.wikipedia.org/wiki/Tim_Cook "Tim Cook").[\[193\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-194)
In December 2025, Cook met with US House members to push back against the App Store Accountability Act which could require that Apple authenticates users' ages and possibly collect sensitive data on children.[\[194\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-195)
On January 12, 2026, Apple announced a partnership with [Google Gemini](https://en.wikipedia.org/wiki/Google_Gemini "Google Gemini") for AI-powered Siri.[\[195\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-196)
In January 2026, Apple acquired Q.ai, an Israeli artificial intelligence startup specializing in imaging and machine learning technologies for audio processing. The financial terms were not disclosed, though media reports estimated the acquisition at nearly US\$2 billion; this is Apple's second-largest purchase to date. Following the deal, Q.ai's founders and approximately 100 employees joined Apple.[\[196\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-197)[\[197\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-198)[\[198\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-199)
In February 2026, US lawmakers requested that the United Kingdom government provide a briefing on its now-rescinded order for Apple to build a backdoor into its encrypted devices, expressing concerns about privacy and security implications of such access.[\[199\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-200)
Products
Since the company's founding and into the early 2000s, Apple primarily sold computers, which are marketed as [Macintosh](https://en.wikipedia.org/wiki/Mac_\(computer\) "Mac (computer)") since the mid-1980s. Since then, the company has expanded its product categories to include various portable devices, starting with the now discontinued [iPod](https://en.wikipedia.org/wiki/IPod "IPod") (2001), and later the [iPhone](https://en.wikipedia.org/wiki/IPhone "IPhone") (2007) and [iPad](https://en.wikipedia.org/wiki/IPad "IPad") (2010). Apple also sells several other products that it categorizes as "Wearables, Home and Accessories", such as the [Apple Watch](https://en.wikipedia.org/wiki/Apple_Watch "Apple Watch"), [Apple TV](https://en.wikipedia.org/wiki/Apple_TV_\(device\) "Apple TV (device)"), [AirPods](https://en.wikipedia.org/wiki/AirPods "AirPods"), [HomePod](https://en.wikipedia.org/wiki/HomePod "HomePod"), and [Apple Vision Pro](https://en.wikipedia.org/wiki/Apple_Vision_Pro "Apple Vision Pro"). As of 2023, there were over 2 billion Apple devices in active use worldwide.[\[200\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-TheVerge20230202-201)
Commentators have described Apple devices as forming [a cohesive ecosystem](https://en.wikipedia.org/wiki/Apple_ecosystem "Apple ecosystem") when used together,[\[201\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-202) but have criticized them for reduced functionality or fewer features available when used with competing devices, and for reliance on Apple's proprietary features, software, and servicesâan approach often described as a "[walled garden](https://en.wikipedia.org/wiki/Walled_garden_\(technology\) "Walled garden (technology)")".[\[202\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-203) [Cory Doctorow](https://en.wikipedia.org/wiki/Cory_Doctorow "Cory Doctorow"), a Canadian [intellectual property](https://en.wikipedia.org/wiki/Intellectual_property "Intellectual property") researcher and activist, characterized Apple's strategy of promoting interoperability with its own products while simultaneously reducing functionality for competitors as an [anti-competitive practice](https://en.wikipedia.org/wiki/Anti-competitive_practice "Anti-competitive practice").[\[203\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-204)
Mac
[](https://en.wikipedia.org/wiki/File:M2_Macbook_Air_Midnight_model_-_1.jpg)
MacBook Air with M2 chip
[](https://en.wikipedia.org/wiki/File:M1_iMac_blue_model_\(cropped\).jpg)
iMac with M1 chip
Mac, which is short for Macintosh, its official name until 1999, is Apple's line of personal computers that use the company's proprietary [macOS](https://en.wikipedia.org/wiki/MacOS "MacOS") operating system. Personal computers were Apple's original business line, but as of the end of 2024 they account for only about eight percent of the company's revenue.[\[204\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-10-K-Report-2024-205)
There are six Mac computer families in production:
- [iMac](https://en.wikipedia.org/wiki/IMac "IMac"): Consumer all-in-one desktop computer, introduced in 1998.
- [Mac Mini](https://en.wikipedia.org/wiki/Mac_Mini "Mac Mini"): Consumer sub-desktop computer, introduced in 2005.
- [MacBook Pro](https://en.wikipedia.org/wiki/MacBook_Pro "MacBook Pro"): Professional notebook, introduced in 2006.
- [MacBook Air](https://en.wikipedia.org/wiki/MacBook_Air "MacBook Air"): Consumer ultra-thin notebook, introduced in 2008.
- [Mac Studio](https://en.wikipedia.org/wiki/Mac_Studio "Mac Studio"): Professional small form-factor workstation, introduced in 2022.
- [MacBook Neo](https://en.wikipedia.org/wiki/MacBook_Neo "MacBook Neo"): Low-cost ultra-thin notebook, introduced in 2026.
Macs use [Apple silicon](https://en.wikipedia.org/wiki/Apple_silicon "Apple silicon") chips, run the macOS operating system, and include Apple software like the [Safari](https://en.wikipedia.org/wiki/Safari_\(web_browser\) "Safari (web browser)") web browser, [iMovie](https://en.wikipedia.org/wiki/IMovie "IMovie") for home movie editing, [GarageBand](https://en.wikipedia.org/wiki/GarageBand "GarageBand") for music creation, and the [iWork](https://en.wikipedia.org/wiki/IWork "IWork") productivity suite. Apple also sells [pro apps](https://en.wikipedia.org/wiki/Pro_apps_\(Apple\) "Pro apps (Apple)"): [Final Cut Pro](https://en.wikipedia.org/wiki/Final_Cut_Pro "Final Cut Pro") for video production, [Logic Pro](https://en.wikipedia.org/wiki/Logic_Pro "Logic Pro") for musicians and producers, and [Xcode](https://en.wikipedia.org/wiki/Xcode "Xcode") for software developers. Apple also sells a variety of accessories for Macs, including the [Studio Display](https://en.wikipedia.org/wiki/Studio_Display "Studio Display") and [Studio Display XDR](https://en.wikipedia.org/wiki/Studio_Display_XDR "Studio Display XDR"), [Magic Mouse](https://en.wikipedia.org/wiki/Magic_Mouse "Magic Mouse"), [Magic Trackpad](https://en.wikipedia.org/wiki/Magic_Trackpad "Magic Trackpad"), and [Magic Keyboard](https://en.wikipedia.org/wiki/Magic_Keyboard_\(Mac\) "Magic Keyboard (Mac)"). The latest and current series of Mac include either the [M5](https://en.wikipedia.org/wiki/Apple_M5 "Apple M5") Apple Silicon chip, expected to be released with a new Mac Studio model in mid-2026 and already available in the MacBook Pro and the [A18 Pro](https://en.wikipedia.org/wiki/Apple_A18 "Apple A18")\-powered MacBook Neo, the company's first ostensibly 'entry level' MacBook product.[\[205\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-206)[\[206\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-207)
iPhone
[](https://en.wikipedia.org/wiki/File:IPhone_16_Ultramarine_Rear.png)
Back view of an [iPhone 16](https://en.wikipedia.org/wiki/IPhone_16 "IPhone 16") in ultramarine
The iPhone is Apple's line of [smartphones](https://en.wikipedia.org/wiki/Smartphone "Smartphone"), which run the company's [iOS](https://en.wikipedia.org/wiki/IOS "IOS") operating system. The [first iPhone](https://en.wikipedia.org/wiki/IPhone_\(1st_generation\) "IPhone (1st generation)") was unveiled by Steve Jobs on January 9, 2007. Since then, new [iPhone models](https://en.wikipedia.org/wiki/List_of_iPhone_models "List of iPhone models") have been released every year. When it was introduced, its [multi-touch](https://en.wikipedia.org/wiki/Multi-touch "Multi-touch") screen was described as "revolutionary" and a "game-changer" for the mobile phone industry. The device has been credited with creating the [app economy](https://en.wikipedia.org/wiki/Mobile_app_development "Mobile app development").
iOS is one of the two major smartphone [platforms](https://en.wikipedia.org/wiki/Computing_platform "Computing platform") in the world, alongside [Android](https://en.wikipedia.org/wiki/Android_\(operating_system\) "Android (operating system)"). The iPhone has generated large profits for the company, and is credited with helping to make Apple one of the world's most valuable publicly traded companies.[\[207\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-208) As of the end of 2024, the iPhone accounts for nearly half of the company's revenue.[\[204\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-10-K-Report-2024-205)
iPad
Main article: [iPad](https://en.wikipedia.org/wiki/IPad "IPad")
[](https://en.wikipedia.org/wiki/File:IPad_Pro_2020_with_Magic_Keyboard_-_3.jpg)
The [2020 iPad Pro](https://en.wikipedia.org/wiki/IPad_Pro_\(4th_generation\) "IPad Pro (4th generation)") on display
The iPad is Apple's line of [tablets](https://en.wikipedia.org/wiki/Tablet_computer "Tablet computer"), which run the company's [iPadOS](https://en.wikipedia.org/wiki/IPadOS "IPadOS") operating system. The [first-generation iPad](https://en.wikipedia.org/wiki/IPad_\(1st_generation\) "IPad (1st generation)") was announced on January 27, 2010. The iPad is mainly marketed for consuming multimedia, creating art, working on documents, videoconferencing, and playing games. The iPad lineup consists of several base iPad models, and the smaller [iPad Mini](https://en.wikipedia.org/wiki/IPad_Mini "IPad Mini"), upgraded [iPad Air](https://en.wikipedia.org/wiki/IPad_Air "IPad Air"), and high-end [iPad Pro](https://en.wikipedia.org/wiki/IPad_Pro "IPad Pro"). Apple has consistently improved the iPad's performance, with the iPad Pro adopting the same [M-series](https://en.wikipedia.org/wiki/Apple_silicon#M-series_SoCs "Apple silicon") chips as the Mac, though the iPad continues to receive criticism for its limited OS.[\[208\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-209)[\[209\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-210)
As of September 2020, Apple has sold more than 500 million iPads, though sales peaked in 2013.[\[210\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-500m_ipads-211) The iPad remains the [most popular tablet computer by sales](https://en.wikipedia.org/wiki/Tablet_computer#By_manufacturer "Tablet computer") as of the second quarter of 2020,[\[211\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-212) and accounted for seven percent of the company's revenue as of the end of 2024.[\[204\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-10-K-Report-2024-205) Apple sells several [iPad accessories](https://en.wikipedia.org/wiki/IPad_accessories "IPad accessories"), including the [Apple Pencil](https://en.wikipedia.org/wiki/Apple_Pencil "Apple Pencil"), [Smart Keyboard](https://en.wikipedia.org/wiki/Smart_Keyboard "Smart Keyboard"), [Smart Keyboard Folio](https://en.wikipedia.org/wiki/Smart_Keyboard_Folio "Smart Keyboard Folio"), [Magic Keyboard](https://en.wikipedia.org/wiki/Magic_Keyboard_for_iPad "Magic Keyboard for iPad"), and several adapters.
Other products
[](https://en.wikipedia.org/wiki/File:Apple_AirPods_Max_6.jpg)
[](https://en.wikipedia.org/wiki/File:Apple_Watch_Ultra_-_2.jpg)
Apple makes several other products that it categorizes as "Wearables, Home and Accessories".[\[212\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-213) These products include the [AirPods](https://en.wikipedia.org/wiki/Apple_headphones "Apple headphones") line of wireless headphones, [Apple TV](https://en.wikipedia.org/wiki/Apple_TV_\(device\) "Apple TV (device)") digital media players, [Apple Watch](https://en.wikipedia.org/wiki/Apple_Watch "Apple Watch") smartwatches, [Beats](https://en.wikipedia.org/wiki/Beats_Electronics "Beats Electronics") headphones, [HomePod](https://en.wikipedia.org/wiki/HomePod "HomePod") smart speakers, and the [Vision Pro](https://en.wikipedia.org/wiki/Vision_Pro "Vision Pro") mixed reality headset. As of the end of 2024, this broad line of products comprises about ten percent of the company's revenues.[\[204\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-10-K-Report-2024-205)
Services
Apple offers a broad line of services, including advertising in the [App Store](https://en.wikipedia.org/wiki/App_Store_\(Apple\) "App Store (Apple)") and Apple News app, the [AppleCare+](https://en.wikipedia.org/wiki/AppleCare%2B "AppleCare+") extended warranty plan, the [iCloud+](https://en.wikipedia.org/wiki/ICloud%2B "ICloud+") cloud-based data storage service, payment services through the [Apple Card](https://en.wikipedia.org/wiki/Apple_Card "Apple Card") credit card and the [Apple Pay](https://en.wikipedia.org/wiki/Apple_Pay "Apple Pay") processing platform, digital content services including [Apple Books](https://en.wikipedia.org/wiki/Apple_Books "Apple Books"), [Apple Fitness+](https://en.wikipedia.org/wiki/Apple_Fitness%2B "Apple Fitness+"), [Apple Music](https://en.wikipedia.org/wiki/Apple_Music "Apple Music"), [Apple News+](https://en.wikipedia.org/wiki/Apple_News%2B "Apple News+"), [Apple TV](https://en.wikipedia.org/wiki/Apple_TV_\(streaming_service\) "Apple TV (streaming service)") (formerly TV+), and the [iTunes Store](https://en.wikipedia.org/wiki/ITunes_Store "ITunes Store"). Apple also provides [Apple One](https://en.wikipedia.org/wiki/Apple_One "Apple One"), which is a bundle of these services. In 2019, Apple announced it would be making a concerted effort to expand its service revenues.[\[213\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-AppleVideoRevenue2-214) As of the end of 2024, services comprise about 26% of the company's revenue.[\[204\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-10-K-Report-2024-205)
Marketing
Branding
[](https://en.wikipedia.org/wiki/File:Apple_Computer_Logo_rainbow.svg)
The original official logo of Apple was used from 1977 to 1999.[\[214\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-215)
According to Steve Jobs, the company's name was inspired by his visit to an apple farm while on a [fruitarian](https://en.wikipedia.org/wiki/Fruitarian "Fruitarian") diet.[\[215\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-216) Apple's first logo, designed by [Ron Wayne](https://en.wikipedia.org/wiki/Ron_Wayne "Ron Wayne"), depicts [Sir Isaac Newton](https://en.wikipedia.org/wiki/Sir_Isaac_Newton "Sir Isaac Newton") sitting under an apple tree. It was almost immediately replaced by [Rob Janoff](https://en.wikipedia.org/wiki/Rob_Janoff "Rob Janoff")'s "rainbow Apple", the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it.[\[216\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-217) This logo has been erroneously referred to as a tribute to [Alan Turing](https://en.wikipedia.org/wiki/Alan_Turing "Alan Turing"), with the bite mark a reference to [his method of suicide](https://en.wikipedia.org/wiki/Alan_Turing#Death "Alan Turing").[\[217\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-218)
On August 27, 1999,[\[218\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-web.archive.org-219) Apple officially dropped the rainbow scheme and began to use single-color logos nearly identical in shape to the previous rainbow incarnation. An [Aqua](https://en.wikipedia.org/wiki/Aqua_\(user_interface\) "Aqua (user interface)")\-themed version of the logo was used from 1997 until 2003, and a glass-themed version was used from 2007 until 2013.[\[219\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-220)
[Apple evangelists](https://en.wikipedia.org/wiki/Apple_evangelist "Apple evangelist") were actively engaged by the company at one time, but this was after the phenomenon had already been firmly established. Apple [evangelist](https://en.wikipedia.org/wiki/Evangelism_marketing "Evangelism marketing") [Guy Kawasaki](https://en.wikipedia.org/wiki/Guy_Kawasaki "Guy Kawasaki") has called the brand fanaticism "something that was stumbled upon",[\[220\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-221) while Jonathan Ive claimed in 2014 that "people have an incredibly personal relationship" with Apple's products.[\[86\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Time-87)
*[Fortune](https://en.wikipedia.org/wiki/Fortune_\(magazine\) "Fortune (magazine)")* magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012.[\[221\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-222) On September 30, 2013, Apple surpassed [Coca-Cola](https://en.wikipedia.org/wiki/Coca-Cola "Coca-Cola") to become the world's most valuable brand in the [Omnicom Group](https://en.wikipedia.org/wiki/Omnicom_Group "Omnicom Group")'s "Best Global Brands" report.[\[222\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-223) [Boston Consulting Group](https://en.wikipedia.org/wiki/Boston_Consulting_Group "Boston Consulting Group") has ranked Apple as the world's most innovative brand every year as of 2005.[\[223\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-224) As of January 2021, 1.65 billion Apple products were in active use.[\[224\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-225)[\[225\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-226) In February 2023, that number exceeded 2 billion devices.[\[226\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-227)[\[200\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-TheVerge20230202-201) In 2023, the [World Intellectual Property Organization](https://en.wikipedia.org/wiki/World_Intellectual_Property_Organization "World Intellectual Property Organization")'s Madrid Yearly Review ranked Apple's number of [trademark](https://en.wikipedia.org/wiki/Trademark "Trademark") applications, filled under the [Madrid System](https://en.wikipedia.org/wiki/Madrid_Protocol "Madrid Protocol"), as 10th in the world, with 74 trademark applications submitted during 2023.[\[227\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-228)
Advertising
Apple's first slogan, "[Byte](https://en.wikipedia.org/wiki/Byte "Byte") into an Apple", was coined in the late 1970s.[\[228\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-229) From 1997 to 2002, the slogan "[Think different](https://en.wikipedia.org/wiki/Think_different "Think different")" was used in advertising campaigns, and is still closely associated with Apple.[\[229\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-230) Apple also has slogans for specific product linesâfor example, "iThink, therefore iMac" was used in 1998 to promote the [iMac](https://en.wikipedia.org/wiki/IMac "IMac"),[\[230\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-231) and "Say hello to iPhone" has been used in iPhone advertisements.[\[231\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-232) "Hello" was also used to introduce the original Macintosh, [Newton](https://en.wikipedia.org/wiki/Apple_Newton "Apple Newton"), iMac ("hello (again)"), and iPod.[\[232\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-233)
From the introduction of the Macintosh in 1984, with the [1984 Super Bowl advertisement](https://en.wikipedia.org/wiki/1984_\(television_commercial\) "1984 (television commercial)") to the more modern [Get a Mac](https://en.wikipedia.org/wiki/Get_a_Mac "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](https://en.wikipedia.org/wiki/Apple_Inc._advertising#Criticism "Apple Inc. advertising"),[\[233\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-234) particularly the 2005 Power Mac ads.[\[234\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-235) Apple's product advertisements gained significant attention as a result of their graphics and song choice.[\[235\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Daily_News-236) Musicians who benefited from an improved profile as a result of their songs being included on Apple advertisements include Canadian singer [Feist](https://en.wikipedia.org/wiki/Feist_\(singer\) "Feist (singer)") with the song "[1234](https://en.wikipedia.org/wiki/1234_\(Feist_song\) "1234 (Feist song)")" and [Yael NaĂŻm](https://en.wikipedia.org/wiki/Yael_Na%C3%AFm "Yael NaĂŻm") with the song "[New Soul](https://en.wikipedia.org/wiki/New_Soul "New Soul")".[\[235\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Daily_News-236)
Stores
[](https://en.wikipedia.org/wiki/File:Apple_store_fifth_avenue.jpg)
[Apple Fifth Avenue](https://en.wikipedia.org/wiki/Apple_Fifth_Avenue "Apple Fifth Avenue") is the flagship store in New York City.
[](https://en.wikipedia.org/wiki/File:Apple_Genius_Bar_Regentstreet_London.jpg)
Customers visit the [Genius Bar](https://en.wikipedia.org/wiki/Genius_Bar "Genius Bar") at Apple's [Regent Street](https://en.wikipedia.org/wiki/Regent_Street "Regent Street") store in 2006.
The first Apple Stores were originally opened as two locations in May 2001 by then-[CEO](https://en.wikipedia.org/wiki/CEO "CEO") Steve Jobs,[\[93\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-First_stores-94) after years of attempting but failing [store-within-a-store](https://en.wikipedia.org/wiki/Store-within-a-store "Store-within-a-store") concepts.[\[94\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-MacRumors_stores-95) 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](https://en.wikipedia.org/wiki/Ron_Johnson_\(businessman\) "Ron Johnson (businessman)") in 2000.[\[94\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-MacRumors_stores-95) Jobs relaunched Apple's online store in 1997,[\[236\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-237) and opened the first two physical stores in 2001.[\[93\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-First_stores-94) The media initially speculated that Apple would fail,[\[95\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-fortune-best-retailer-96) but they exceeded 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.[\[95\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-fortune-best-retailer-96)
Over the years, Apple has expanded the number of retail locations and its geographical coverage, with 499 stores across 22 countries worldwide as of December 2017.[\[2\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-storelist-3) Strong product sales have placed Apple among the top-tier retail stores, with sales over \$16 billion globally in 2011.[\[237\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-retail_army-238) 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.[\[238\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-239)
Many Apple Stores are located inside shopping malls, but Apple has built several stand-alone "flagship" stores in high-profile locations.[\[94\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-MacRumors_stores-95) It has been granted design [patents](https://en.wikipedia.org/wiki/Patent "Patent") and received architectural awards for its stores' designs and construction, specifically for its use of glass staircases and cubes.[\[239\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-240) The success of Apple Stores have had significant influence over other consumer electronics retailers, which have lost traffic, control and profits due to a perceived higher quality of service and products at Apple Stores.[\[240\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-241) Due to the popularity of the brand, Apple receives a large number of job applications, many of which come from young workers.[\[237\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-retail_army-238) Although Apple Store employees receive above-average pay, are offered money toward education and health care, and receive product discounts,[\[237\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-retail_army-238) there are limited or no paths of career advancement.[\[237\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-retail_army-238)
Market power
On March 16, 2020, France fined Apple âŹ1.1 billion for colluding with two wholesalers to stifle competition and keep prices high by impeding 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.[\[241\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-242)
On August 13, 2020, [Epic Games](https://en.wikipedia.org/wiki/Epic_Games "Epic Games"), the maker of the popular game *[Fortnite](https://en.wikipedia.org/wiki/Fortnite "Fortnite")*, [sued Apple](https://en.wikipedia.org/wiki/Epic_Games_v._Apple "Epic Games v. Apple") and [Google](https://en.wikipedia.org/wiki/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.[\[242\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-243) In September 2020, Epic Games founded the [Coalition for App Fairness](https://en.wikipedia.org/wiki/Coalition_for_App_Fairness "Coalition for App Fairness") together with thirteen other companies, which aims for better conditions for the inclusion of apps in the app stores.[\[243\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-244) Later, in December 2020, [Facebook](https://en.wikipedia.org/wiki/Meta_Platforms "Meta Platforms") agreed to assist Epic in its 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.[\[244\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-245) 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.[\[245\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-246)
Privacy
[](https://en.wikipedia.org/wiki/File:Prism-slide-8.jpg)
[PRISM](https://en.wikipedia.org/wiki/PRISM_\(surveillance_program\) "PRISM (surveillance program)") is a [clandestine](https://en.wikipedia.org/wiki/Clandestine_operation "Clandestine operation") [surveillance](https://en.wikipedia.org/wiki/Global_surveillance "Global surveillance") program under which the [NSA](https://en.wikipedia.org/wiki/NSA "NSA") collects user data from companies such as Facebook and Apple.[\[246\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-247)
Apple has publicly taken a pro-privacy stance, actively making privacy-conscious features and settings part of its conferences, promotional campaigns, and public image.[\[247\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-248) With its [iOS 8](https://en.wikipedia.org/wiki/IOS_8 "IOS 8") mobile operating system in 2014, the company started encrypting all contents of [iOS](https://en.wikipedia.org/wiki/IOS "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.[\[248\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-249) With the popularity rise of cloud storage solutions, Apple began a technique in 2016 to do [deep learning](https://en.wikipedia.org/wiki/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 [iCloud](https://en.wikipedia.org/wiki/ICloud "ICloud") storage system.[\[249\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-250) It also introduced "differential privacy", a way to collect crowdsourced data from many users, while keeping individual users anonymous, in a system that *[Wired](https://en.wikipedia.org/wiki/Wired_\(website\) "Wired (website)")* described as "trying to learn as much as possible about a group while learning as little as possible about any individual in it".[\[250\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-251) Users are explicitly asked if they want to participate, and can actively opt-in or opt-out.[\[251\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-252)
However, Apple has aided law enforcement in criminal investigations by providing iCloud backups of users' devices,[\[252\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-253) and the company's commitment to privacy has been questioned by its efforts to promote [biometric authentication](https://en.wikipedia.org/wiki/Biometric_authentication "Biometric authentication") technology in its [iPhone models](https://en.wikipedia.org/wiki/List_of_iPhone_models "List of iPhone models") starting with the [iPhone 5s](https://en.wikipedia.org/wiki/IPhone_5s "IPhone 5s"),[\[253\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-254) which do not have the same level of [constitutional](https://en.wikipedia.org/wiki/Constitution_of_the_United_States "Constitution of the United States") privacy as a passcode in the United States.[\[254\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-255)
With Apple's release of an update to [iOS 14](https://en.wikipedia.org/wiki/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](https://en.wikipedia.org/wiki/Facebook "Facebook"), whose primary business model revolves around the tracking of users' data and sharing such data with advertisers so users can see more relevant ads, a technique commonly known as [targeted advertising](https://en.wikipedia.org/wiki/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 [Verizon](https://en.wikipedia.org/wiki/Verizon "Verizon") subsidiary Flurry Analytics reported only 4% of iOS users in the United States and 12% worldwide have opted into tracking.[\[255\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-256)
Prior to the release of [iOS 15](https://en.wikipedia.org/wiki/IOS_15 "IOS 15"), Apple announced new efforts at combating [child sexual abuse material](https://en.wikipedia.org/wiki/Child_sexual_abuse_material "Child sexual abuse material") on iOS and Mac platforms. Parents of minor [iMessage](https://en.wikipedia.org/wiki/IMessage "IMessage") users can now be alerted if their child sends or receives nude photographs. Additionally, on-device [hashing](https://en.wikipedia.org/wiki/Hash_function "Hash function") would take place on media destined for upload to iCloud, and hashes would be compared to a list of known abusive images provided by law enforcement; if enough matches were found, Apple would be alerted and authorities informed. The new features received praise from law enforcement and victims rights advocates. However, privacy advocates, including the [Electronic Frontier Foundation](https://en.wikipedia.org/wiki/Electronic_Frontier_Foundation "Electronic Frontier Foundation"), condemned the new features as invasive and highly prone to abuse by authoritarian governments.[\[256\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-257)
Ireland's [Data Protection Commission](https://en.wikipedia.org/wiki/Data_Protection_Commission "Data Protection Commission") launched a privacy investigation to examine whether Apple complied with the EU's [GDPR](https://en.wikipedia.org/wiki/GDPR "GDPR") law following an investigation into how the company processes personal data with targeted ads on its platform.[\[257\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-258)
In December 2019, security researcher [Brian Krebs](https://en.wikipedia.org/wiki/Brian_Krebs "Brian Krebs") discovered that the [iPhone 11 Pro](https://en.wikipedia.org/wiki/IPhone_11_Pro "IPhone 11 Pro") would still show the arrow indicatorâsignifying location services are being usedâat the top of the screen while the main location services toggle is enabled, despite all individual location services being disabled. Krebs was unable to replicate this behavior on older models and when asking Apple for comment, he was told by Apple that "It is expected behavior that the Location Services icon appears in the status bar when Location Services is enabled. The icon appears for system services that do not have a switch in Settings."[\[258\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-259) Apple later further clarified that this behavior was to ensure compliance with [ultra-wideband](https://en.wikipedia.org/wiki/Ultra-wideband "Ultra-wideband") regulations in specific countries, a technology Apple started implementing in iPhones starting with iPhone 11 Pro, and emphasized that "the management of ultra wideband compliance and its use of location data is done entirely on the device and Apple is not collecting user location data." Will Strafach, an executive at security firm [Guardian Firewall](https://en.wikipedia.org/wiki/Guardian_Firewall "Guardian Firewall"), confirmed the lack of evidence that location data was sent off to a remote server. Apple promised to add a new toggle for this feature and in later iOS revisions Apple provided users with the option to tap on the location services indicator in Control Center to see which specific service is using the device's location.[\[259\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-260)[\[260\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-261)
According to published reports by [Bloomberg News](https://en.wikipedia.org/wiki/Bloomberg_News "Bloomberg News") on March 30, 2022, Apple turned over data such as phone numbers, physical addresses, and [IP addresses](https://en.wikipedia.org/wiki/IP_addresses "IP addresses") to hackers posing as law enforcement officials using forged documents. The law enforcement requests sometimes included [forged signatures](https://en.wikipedia.org/wiki/Forged_signatures "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."[\[261\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-262)
Corporate affairs
Business trends
The key trends for Apple are, as of each financial year ending September 24:[\[262\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-investor-relations-263)[\[263\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-sec-fillings-264)
| [Fiscal year](https://en.wikipedia.org/wiki/Fiscal_year "Fiscal year") | Revenue figures | Non-revenue figures | Ref. | | | | | | |
|---|---|---|---|---|---|---|---|---|---|
| Total revenue (US\$ b) | iPhone revenue (US\$ b) | Mac revenue (US\$ b) | iPad revenue (US\$ b) | Wearables, home, and accessories revenue (US\$ b) | Services revenue (US\$ b) | Net profit (US\$ b) | Number of employees (k, [FTE](https://en.wikipedia.org/wiki/Full-time_equivalent "Full-time equivalent")) | | |
| 2011 | 108 | 45\.9 | 21\.7 | 19\.1 | 11\.9 | 9\.3 | 25\.9 | 60\.4 | [\[264\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-265) |
| 2012 | 156 | 78\.6 | 23\.2 | 30\.9 | 10\.7 | 12\.8 | 41\.7 | 72\.8 | [\[265\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-266) |
| 2013 | 170 | 91\.2 | 21\.4 | 31\.9 | 10\.1 | 16\.0 | 37\.0 | 80\.3 | [\[266\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-267) |
| 2014 | 182 | 101 | 24\.0 | 30\.2 | 8\.3 | 18\.0 | 39\.5 | 92\.6 | [\[267\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-268) |
| 2015 | 233 | 155 | 25\.4 | 23\.2 | 10\.0 | 19\.9 | 53\.3 | 110 | [\[268\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-269) |
| 2016 | 215 | 136 | 22\.8 | 20\.6 | 11\.1 | 24\.3 | 45\.6 | 116 | [\[269\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-270) |
| 2017 | 229 | 139 | 25\.5 | 18\.8 | 12\.8 | 32\.7 | 48\.3 | 123 | [\[270\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-271) |
| 2018 | 265 | 164 | 25\.1 | 18\.3 | 17\.3 | 39\.7 | 59\.3 | 132 | [\[271\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-272) |
| 2019 | 260 | 142 | 25\.7 | 21\.2 | 24\.4 | 46\.2 | 55\.2 | 137 | [\[272\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-273) |
| 2020 | 274 | 137 | 28\.6 | 23\.7 | 30\.6 | 53\.7 | 57\.4 | 147 | [\[273\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-274) |
| 2021 | 365 | 191 | 35\.1 | 31\.8 | 38\.3 | 68\.4 | 94\.6 | 154 | [\[274\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-275) |
| 2022 | 394 | 205 | 40\.1 | 29\.2 | 41\.2 | 78\.1 | 99\.8 | 164 | [\[275\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-276) |
| 2023 | 383 | 200 | 29\.3 | 28\.3 | 39\.8 | 85\.2 | 96\.9 | 161 | [\[276\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-277) |
| 2024 | 391 | 201 | 29\.9 | 26\.6 | 37\.0 | 96\.1 | 93\.7 | 164 | [\[277\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-278) |
| 2025 | 416 | 209 | 33\.7 | 28\.0 | 35\.6 | 109 | 112 | 166 | [\[278\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-279) |
Leadership
Senior management
As of March 9, 2026, the management of Apple includes:[\[279\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-aaplLeadership-280)
- [Tim Cook](https://en.wikipedia.org/wiki/Tim_Cook "Tim Cook") ([chief executive officer](https://en.wikipedia.org/wiki/Chief_executive_officer "Chief executive officer"))
- [Sabih Khan](https://en.wikipedia.org/wiki/Sabih_Khan "Sabih Khan") ([chief operating officer](https://en.wikipedia.org/wiki/Chief_operating_officer "Chief operating officer"))
- [Kevan Parekh](https://en.wikipedia.org/wiki/Kevan_Parekh "Kevan Parekh") (senior vice president and [chief financial officer](https://en.wikipedia.org/wiki/Chief_financial_officer "Chief financial officer"))
- Katherine L. Adams (senior vice president - Government Affairs)
- [Eddy Cue](https://en.wikipedia.org/wiki/Eddy_Cue "Eddy Cue") (senior vice president â Services and Health)
- [Craig Federighi](https://en.wikipedia.org/wiki/Craig_Federighi "Craig Federighi") (senior vice president â Software Engineering)
- [Greg Joswiak](https://en.wikipedia.org/wiki/Greg_Joswiak "Greg Joswiak") (senior vice president â Worldwide Marketing)
- [Jennifer Newstead](https://en.wikipedia.org/wiki/Jennifer_Gillian_Newstead "Jennifer Gillian Newstead") (senior vice president and General Counsel)
- [Deirdre O'Brien](https://en.wikipedia.org/wiki/Deirdre_O%27Brien "Deirdre O'Brien") (senior vice president â [Retail](https://en.wikipedia.org/wiki/Apple_Store "Apple Store") + People)
- [Johny Srouji](https://en.wikipedia.org/wiki/Johny_Srouji "Johny Srouji") (senior vice president â Hardware Technologies)
- [John Ternus](https://en.wikipedia.org/wiki/John_Ternus "John Ternus") (senior vice president â Hardware Engineering)
Board of directors
As of January 3, 2025, the [board of directors](https://en.wikipedia.org/wiki/Board_of_directors "Board of directors") of Apple includes:[\[279\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-aaplLeadership-280)
- [Arthur D. Levinson](https://en.wikipedia.org/wiki/Arthur_D._Levinson "Arthur D. Levinson") (chairman)
- [Tim Cook](https://en.wikipedia.org/wiki/Tim_Cook "Tim Cook") (executive director and CEO)
- [Wanda Austin](https://en.wikipedia.org/wiki/Wanda_Austin "Wanda Austin")
- [Alex Gorsky](https://en.wikipedia.org/wiki/Alex_Gorsky "Alex Gorsky")
- [Andrea Jung](https://en.wikipedia.org/wiki/Andrea_Jung "Andrea Jung")
- [Monica Lozano](https://en.wikipedia.org/wiki/Monica_Lozano "Monica Lozano")
- [Ronald Sugar](https://en.wikipedia.org/wiki/Ronald_Sugar "Ronald Sugar")
- [Susan Wagner](https://en.wikipedia.org/wiki/Susan_Wagner "Susan Wagner")
Previous CEOs
1. [Michael Scott](https://en.wikipedia.org/wiki/Michael_Scott_\(Apple\) "Michael Scott (Apple)") (1977â1981)
2. [Mike Markkula](https://en.wikipedia.org/wiki/Mike_Markkula "Mike Markkula") (1981â1983)
3. [John Sculley](https://en.wikipedia.org/wiki/John_Sculley "John Sculley") (1983â1993)
4. [Michael Spindler](https://en.wikipedia.org/wiki/Michael_Spindler "Michael Spindler") (1993â1996)
5. [Gil Amelio](https://en.wikipedia.org/wiki/Gil_Amelio "Gil Amelio") (1996â1997)
6. [Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs") (1997â2011)
Ownership
As of December 31, 2025, the largest shareholders of Apple were:[\[280\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-281)
- [The Vanguard Group](https://en.wikipedia.org/wiki/The_Vanguard_Group "The Vanguard Group") (1,430,000,000 shares, 9.72%)
- [BlackRock](https://en.wikipedia.org/wiki/BlackRock "BlackRock") (1,150,000,000 shares, 7.86%)
- [State Street Corporation](https://en.wikipedia.org/wiki/State_Street_Corporation "State Street Corporation") (604,060,000 shares, 4.11%)
- [Geode Capital Management](https://en.wikipedia.org/wiki/Geode_Capital_Management "Geode Capital Management") (358,030,000 shares, 2.44%)
- [Fidelity Investments](https://en.wikipedia.org/wiki/Fidelity_Investments "Fidelity Investments") (307,400,000 shares, 2.09%)
- [Morgan Stanley](https://en.wikipedia.org/wiki/Morgan_Stanley "Morgan Stanley") (230,480,000 shares, 1.57%)
- [Berkshire Hathaway](https://en.wikipedia.org/wiki/Berkshire_Hathaway "Berkshire Hathaway") (227,920,000 shares, 1.55%)
- [JPMorgan Chase](https://en.wikipedia.org/wiki/JPMorgan_Chase "JPMorgan Chase") (225,420,000 shares, 1.54%)
- [T. Rowe Price](https://en.wikipedia.org/wiki/T._Rowe_Price "T. Rowe Price") (203,500,000 shares, 1.39%)
- [Norges Bank](https://en.wikipedia.org/wiki/Norges_Bank "Norges Bank") (192,260,000 shares, 1.31%)
Corporate culture
[](https://en.wikipedia.org/wiki/File:Steve_Wozniak_and_Andy_Hertzfeld_1985.jpg)
Co-founder [Steve Wozniak](https://en.wikipedia.org/wiki/Steve_Wozniak "Steve Wozniak") and Macintosh engineer [Andy Hertzfeld](https://en.wikipedia.org/wiki/Andy_Hertzfeld "Andy Hertzfeld") attended the [Apple User Group Connection](https://en.wikipedia.org/wiki/Apple_User_Group_Connection "Apple User Group Connection") club in 1985.
[](https://en.wikipedia.org/wiki/File:Colleges_with_the_most_alumni_at_Apple.png)
Universities that 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](https://en.wikipedia.org/wiki/Corporate_culture "Corporate culture"). Jobs often walked around the office barefoot even after Apple became a [*Fortune* 500](https://en.wikipedia.org/wiki/Fortune_500 "Fortune 500") company. By the time of the "[1984](https://en.wikipedia.org/wiki/1984_\(advertisement\) "1984 (advertisement)")" television advertisement, Apple's informal culture had become a key trait that differentiated it from its competitors.[\[281\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-282) According to a 2011 report in *[Fortune](https://en.wikipedia.org/wiki/Fortune_\(magazine\) "Fortune (magazine)")*, this has resulted in a corporate culture more akin to a startup rather than a multinational corporation.[\[282\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Fortune1-283) In a 2017 interview, Wozniak credited watching *[Star Trek](https://en.wikipedia.org/wiki/Star_Trek "Star Trek")* and attending [*Star Trek* conventions](https://en.wikipedia.org/wiki/Star_Trek_convention "Star Trek convention") in his youth as inspiration for co-founding Apple.[\[283\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-284)
As the company has grown and been led by a series of differently opinionated chief executives, some media have suggested that it has lost some of its original character.[\[284\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-285)[\[285\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-286)[\[286\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-287)[\[287\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-288) Nonetheless, it has maintained a reputation for fostering individuality and excellence that reliably attracts talented workers, particularly after Jobs returned.[\[288\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-289) Numerous Apple employees have stated that projects without Jobs' involvement often took longer than others.[\[289\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-cultofmacwork-290)
The Apple [Fellows](https://en.wikipedia.org/wiki/Fellow#Industry_and_corporate_fellows "Fellow") program awards employees for extraordinary technical or leadership contributions to [personal computing](https://en.wikipedia.org/wiki/Personal_computing "Personal computing"). Recipients include [Bill Atkinson](https://en.wikipedia.org/wiki/Bill_Atkinson "Bill Atkinson"),[\[290\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-hertzfeld-291) [Steve Capps](https://en.wikipedia.org/wiki/Steve_Capps "Steve Capps"),[\[291\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-292) [Rod Holt](https://en.wikipedia.org/wiki/Rod_Holt "Rod Holt"),[\[290\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-hertzfeld-291) [Alan Kay](https://en.wikipedia.org/wiki/Alan_Kay "Alan Kay"),[\[292\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-yoyow-293)[\[293\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-294) [Guy Kawasaki](https://en.wikipedia.org/wiki/Guy_Kawasaki "Guy Kawasaki"),[\[292\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-yoyow-293)[\[294\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-295) [Al Alcorn](https://en.wikipedia.org/wiki/Al_Alcorn "Al Alcorn"),[\[295\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-296) [Don Norman](https://en.wikipedia.org/wiki/Don_Norman "Don Norman"),[\[292\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-yoyow-293) [Rich Page](https://en.wikipedia.org/wiki/Rich_Page "Rich Page"),[\[290\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-hertzfeld-291) [Steve Wozniak](https://en.wikipedia.org/wiki/Steve_Wozniak "Steve Wozniak"),[\[290\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-hertzfeld-291) and [Phil Schiller](https://en.wikipedia.org/wiki/Phil_Schiller "Phil Schiller").[\[296\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-297)
Jobs intended that employees were to be specialists who are not exposed to functions outside their area of expertise. For instance, [Ron Johnson](https://en.wikipedia.org/wiki/Ron_Johnson_\(businessman\) "Ron Johnson (businessman)")âSenior Vice President of Retail Operations until November 1, 2011âwas 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.[\[297\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Lashinsky2011-298) Apple is known for strictly enforcing accountability. Each project has a "directly responsible individual" or "DRI" in Apple jargon.[\[282\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Fortune1-283)[\[298\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-299) Unlike other major US 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.[\[299\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-300)
In 2015, Apple had 110,000 full-time employees. This increased to 116,000 full-time employees the next year, a notable hiring decrease, largely due to its first revenue decline. Apple does not specify how many of its employees work in retail, though its 2014 [SEC](https://en.wikipedia.org/wiki/U.S._Securities_and_Exchange_Commission "U.S. Securities and Exchange Commission") filing put the number at approximately half of its employee base.[\[300\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-301) In September 2017, Apple announced that it had over 123,000 full-time employees.[\[301\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-302)
Apple has a strong culture of [corporate secrecy](https://en.wikipedia.org/wiki/Corporate_secrecy "Corporate secrecy"), and has an anti-[leak](https://en.wikipedia.org/wiki/News_leak "News leak") Global Security team that recruits from the [National Security Agency](https://en.wikipedia.org/wiki/National_Security_Agency "National Security Agency"), the [Federal Bureau of Investigation](https://en.wikipedia.org/wiki/Federal_Bureau_of_Investigation "Federal Bureau of Investigation"), and the [United States Secret Service](https://en.wikipedia.org/wiki/United_States_Secret_Service "United States Secret Service").[\[302\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-303) In December 2017, [Glassdoor](https://en.wikipedia.org/wiki/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.[\[303\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-304) In 2023, Bloomberg's [Mark Gurman](https://en.wikipedia.org/wiki/Mark_Gurman_\(journalist\) "Mark Gurman (journalist)") 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"](https://en.wikipedia.org/wiki/X_Development "X Development").[\[304\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-305)
Offices
[](https://en.wikipedia.org/wiki/File:Apple_Headquarters_in_Cupertino.jpg)
The original Apple Campus has the street address 1 Infinite Loop, Cupertino, California.
Apple's world corporate headquarters are located in [Cupertino](https://en.wikipedia.org/wiki/Cupertino "Cupertino"), in the middle of California's [Silicon Valley](https://en.wikipedia.org/wiki/Silicon_Valley "Silicon Valley"), at Apple Park, a massive circular [groundscraper](https://en.wikipedia.org/wiki/Groundscraper "Groundscraper") building with a [circumference](https://en.wikipedia.org/wiki/Circumference "Circumference") of one mile (1.6 km). The building opened in April 2017 and houses more than 12,000 employees. Apple co-founder [Steve Jobs](https://en.wikipedia.org/wiki/Steve_Jobs "Steve Jobs") wanted Apple Park to look less like a [business park](https://en.wikipedia.org/wiki/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.
Apple also operates from the Apple Campus (also known by its address, 1 Infinite Loop), a grouping of six buildings in Cupertino that total 850,000 square feet (79,000 m2) located about 1 mile (1.6 km) to the west of Apple Park.[\[305\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-306) 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 1â6 [Infinite Loop](https://en.wikipedia.org/wiki/Apple_Infinite_Loop "Apple Infinite Loop"), are arranged in a circular pattern around a central [green space](https://en.wikipedia.org/wiki/Green_infrastructure "Green infrastructure"), in a design that has been compared to that of a [university](https://en.wikipedia.org/wiki/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.[\[306\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-307) In total, Apple occupies almost 40% of the available office space in the city.[\[307\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-308)
Apple's headquarters for Europe, the Middle East and Africa (EMEA) are located in [Cork](https://en.wikipedia.org/wiki/Cork_\(city\) "Cork (city)") in the south of [Ireland](https://en.wikipedia.org/wiki/Republic_of_Ireland "Republic of Ireland"), called the Hollyhill campus.[\[308\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-309) The facility, which opened in 1980, houses 5,500 people and was Apple's first location outside of the United States.[\[309\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-310) Apple's international sales and distribution arms operate out of the campus in Cork.[\[310\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-311)
Apple has two campuses near Austin, Texas: a 216,000-square-foot (20,100 m2) campus opened in 2014 houses 500 engineers who work on [Apple silicon](https://en.wikipedia.org/wiki/Apple_silicon "Apple silicon")[\[311\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-312) and a 1.1-million-square-foot (100,000 m2) campus opened in 2021 where 6,000 people work in technical support, supply chain management, online store curation, and [Apple Maps](https://en.wikipedia.org/wiki/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.[\[312\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-313)
Litigation
Apple has been a participant in various legal proceedings and claims since it began operation.[\[313\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-314) 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](https://en.wikipedia.org/wiki/Apple_v._Samsung "Apple v. Samsung")*, *[Apple v. Microsoft](https://en.wikipedia.org/wiki/Apple_v._Microsoft "Apple v. Microsoft")*, *[Motorola Mobility v. Apple Inc.](https://en.wikipedia.org/wiki/Motorola_Mobility_v._Apple_Inc. "Motorola Mobility v. Apple Inc.")*, and *[Apple Corps v. Apple Computer](https://en.wikipedia.org/wiki/Apple_Corps_v._Apple_Computer "Apple Corps v. Apple Computer")*. Apple has also had to defend itself against charges on numerous occasions of violating intellectual property rights. Most have been dismissed in the courts as [shell companies](https://en.wikipedia.org/wiki/Shell_companies "Shell companies") known as [patent trolls](https://en.wikipedia.org/wiki/Patent_troll "Patent troll"), with no evidence of actual use of [patents](https://en.wikipedia.org/wiki/Patent "Patent") in question.[\[314\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-315) On December 21, 2016, Nokia announced that in the US and Germany, it has filed a suit against Apple, claiming that the latter's products infringe on Nokia's patents.[\[315\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-316)
Most recently, in November 2017, the [United States International Trade Commission](https://en.wikipedia.org/wiki/United_States_International_Trade_Commission "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.[\[316\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-317)
[Epic Games](https://en.wikipedia.org/wiki/Epic_Games "Epic Games") filed a [lawsuit](https://en.wikipedia.org/wiki/Epic_Games_v._Apple "Epic Games v. Apple") against Apple in August 2020 in the [United States District Court for the Northern District of California](https://en.wikipedia.org/wiki/United_States_District_Court_for_the_Northern_District_of_California "United States District Court for the Northern District of California"), related to Apple's practices in the [iOS App Store](https://en.wikipedia.org/wiki/App_Store_\(iOS\) "App Store (iOS)").
In January 2022, [Ericsson](https://en.wikipedia.org/wiki/Ericsson "Ericsson") sued Apple over payment of royalty of [5G](https://en.wikipedia.org/wiki/5G "5G") technology.[\[317\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-318) On June 24, 2024, the [European Commission](https://en.wikipedia.org/wiki/European_Commission "European Commission") accused Apple of violating the [Digital Markets Act](https://en.wikipedia.org/wiki/Digital_Markets_Act "Digital Markets Act") by preventing "app developers from freely steering consumers to alternative channels for offers and content".[\[318\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-319) In April 2025, Apple was found guilty and fined âŹ500 million (\$570 million) for violating the Digital Markets Act.[\[319\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-320)
Lobbying
In 2025, Apple was one of the donors who funded the White House's [East Wing demolition](https://en.wikipedia.org/wiki/East_Wing#2025_demolition "East Wing"), and planned building of [a ballroom](https://en.wikipedia.org/wiki/White_House_State_Ballroom "White House State Ballroom").[\[320\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-321)
Finances
| Country | Share |
|---|---|
| [Americas](https://en.wikipedia.org/wiki/Americas "Americas") | 43\.7% |
| [EMEA](https://en.wikipedia.org/wiki/EMEA "EMEA") | 25\.9% |
| [Greater China](https://en.wikipedia.org/wiki/Greater_China "Greater China") | 17\.1% |
| Rest of [Asia-Pacific](https://en.wikipedia.org/wiki/Asia-Pacific "Asia-Pacific") | 7\.8% |
| Japan | 6\.1% |
As of 2024, Apple was the world's [fourth-largest personal computer vendor](https://en.wikipedia.org/wiki/Market_share_of_personal_computer_vendors#Current_top_vendors_market_share_\(2023\) "Market share of personal computer vendors"),[\[322\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-323) the [largest vendor of tablet computers](https://en.wikipedia.org/wiki/Tablet_computer#By_manufacturer "Tablet computer"),[\[323\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-324) and the [largest vendor of mobile phones](https://en.wikipedia.org/wiki/List_of_best-selling_mobile_phones#2024 "List of best-selling mobile phones").[\[324\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-325) It is a [Big Tech](https://en.wikipedia.org/wiki/Big_Tech "Big Tech") company.[\[325\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-326)[\[326\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-327)
In its fiscal year ending in September 2011, Apple reported a total of \$108 billion in annual revenuesâa significant increase from its 2010 revenues of \$65 billionâand nearly \$82 billion in [cash reserves](https://en.wikipedia.org/wiki/Cash_reserves "Cash reserves").[\[327\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-328) On March 19, 2012, Apple announced plans for a \$2.65-per-share [dividend](https://en.wikipedia.org/wiki/Dividend "Dividend") beginning in the fourth quarter of 2012, per approval by its board of directors.[\[328\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-dividendfaq-329)
The company's worldwide annual revenue in 2013 totaled \$170 billion.[\[329\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-330) In May 2013, Apple entered the top ten of the [*Fortune* 500](https://en.wikipedia.org/wiki/Fortune_500 "Fortune 500") list of companies for the first time, rising 11 places above its 2012 ranking to take the sixth position.[\[330\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-331) As of 2016, Apple has around US\$234 billion of cash and marketable securities, of which 90% is located outside the United States for tax purposes.[\[331\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-b200-332)
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](https://en.wikipedia.org/wiki/Canaccord_Genuity "Canaccord Genuity"). In the first quarter of 2015, the company garnered 92% of all earnings.[\[332\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-333)
On April 30, 2017, *[The Wall Street Journal](https://en.wikipedia.org/wiki/The_Wall_Street_Journal "The Wall Street Journal")* reported that Apple had [cash reserves](https://en.wikipedia.org/wiki/Cash_reserve "Cash reserve") of \$250 billion,[\[333\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-334) officially confirmed by Apple as specifically \$256.8 billion a few days later.[\[334\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-335)
As of August 3, 2018, Apple was the [largest publicly traded corporation in the world by market capitalization](https://en.wikipedia.org/wiki/List_of_corporations_by_market_capitalization "List of corporations by market capitalization"). On August 2, 2018, Apple became the first publicly traded US company to reach a \$1 trillion market value,[\[335\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-1t-CNBC-336)[\[336\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-1t-Guardian-337) and, as of October 2025, is valued at just over \$4 trillion.[\[337\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-338) Apple was ranked No. 3 on the 2023 [*Fortune* 500](https://en.wikipedia.org/wiki/Fortune_500 "Fortune 500") rankings of the [largest United States corporations by revenue](https://en.wikipedia.org/wiki/List_of_largest_companies_in_the_United_States_by_revenue "List of largest companies in the United States by revenue").[\[338\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-339)
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.[\[339\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-340) That year, Apple was one of the [largest corporate spenders](https://en.wikipedia.org/wiki/List_of_companies_by_research_and_development_spending "List of companies by research and development spending") on research and development worldwide, with R\&D expenditure amounting to over \$27 billion.[\[340\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-341)
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.[\[341\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-342)
Taxes
Apple has created subsidiaries in low-tax places such as [Ireland](https://en.wikipedia.org/wiki/Republic_of_Ireland "Republic of Ireland"), the [Netherlands](https://en.wikipedia.org/wiki/Netherlands "Netherlands"), [Luxembourg](https://en.wikipedia.org/wiki/Luxembourg "Luxembourg"), and the [British Virgin Islands](https://en.wikipedia.org/wiki/British_Virgin_Islands "British Virgin Islands") to cut the taxes it pays around the world. According to *[The New York Times](https://en.wikipedia.org/wiki/The_New_York_Times "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](https://en.wikipedia.org/wiki/Double_Irish_with_a_Dutch_sandwich "Double Irish with a Dutch sandwich")", which reduces taxes by routing profits through Irish subsidiaries and the Netherlands and then to the Caribbean.[\[342\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-343)[\[343\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-344)
[British Conservative Party](https://en.wikipedia.org/wiki/British_Conservative_Party "British Conservative Party") Member of Parliament [Charlie Elphicke](https://en.wikipedia.org/wiki/Charlie_Elphicke "Charlie Elphicke") published research on October 30, 2012,[\[344\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-345) which showed that some multinational companies, including Apple, were making billions of pounds of profit in the UK, but were paying an effective tax rate to the UK Treasury of only 3 percent, well below standard [corporate tax](https://en.wikipedia.org/wiki/Corporate_tax "Corporate tax") rates. He followed this research by calling on the [Chancellor of the Exchequer](https://en.wikipedia.org/wiki/Chancellor_of_the_Exchequer "Chancellor of the Exchequer") [George Osborne](https://en.wikipedia.org/wiki/George_Osborne "George Osborne") to force these multinationals, which also included [Google](https://en.wikipedia.org/wiki/Google "Google") and [The Coca-Cola Company](https://en.wikipedia.org/wiki/The_Coca-Cola_Company "The Coca-Cola Company"), to state the effective rate of tax it pays on its UK revenues. Elphicke also said that government contracts should be withheld from multinationals who do not pay their fair share of UK tax.[\[345\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-346)
According to a [US Senate](https://en.wikipedia.org/wiki/US_Senate "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.[\[346\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-347) 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.[\[347\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-348) On May 21, 2013, Apple CEO [Tim Cook](https://en.wikipedia.org/wiki/Tim_Cook "Tim Cook") defended his company's tax tactics at a Senate hearing.[\[348\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-349)
Apple says that it is the single largest taxpayer in the US, with an [effective tax rate](https://en.wikipedia.org/wiki/Tax_rate "Tax rate") of approximately of 26% as of Q2 [FY](https://en.wikipedia.org/wiki/Fiscal_year "Fiscal year")2016\.[\[349\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-350) In an interview with the German newspaper *[FAZ](https://en.wikipedia.org/wiki/Frankfurter_Allgemeine_Zeitung "Frankfurter Allgemeine Zeitung")* in October 2017, Tim Cook stated that Apple was the biggest taxpayer worldwide.[\[350\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-351)
In 2016, after [a two-year investigation](https://en.wikipedia.org/wiki/Ireland_v_Commission "Ireland v Commission"), the European Commission claimed that Apple's use of a hybrid [Double Irish tax arrangement](https://en.wikipedia.org/wiki/Double_Irish_arrangement "Double Irish arrangement") constituted "illegal state aid" from Ireland, and ordered Apple to pay âŹ13 billion (\$14.5 billion) in unpaid taxes, the largest corporate tax fine in history. This was later annulled, after the [European General Court](https://en.wikipedia.org/wiki/European_General_Court "European General Court") ruled that the commission had provided insufficient evidence.[\[351\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-352)[\[352\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-IT11-353) In 2018, Apple repatriated \$285 billion to the United States, resulting in a \$38-billion tax payment spread over the following eight years.[\[353\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-354)
| 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 | 2024 | 2025 | | | | | | | | | | | | | | |
| 14\.4 | 13\.3 | 16\.2 | 14\.7 | 24\.1 | 15\.6 | | | | | | | | | | | | | | |
Charity
Apple is a partner of [Product Red](https://en.wikipedia.org/wiki/Product_Red "Product Red"), a fundraising campaign for [AIDS](https://en.wikipedia.org/wiki/AIDS "AIDS") charity. In November 2014, Apple arranged for all [App Store](https://en.wikipedia.org/wiki/App_Store_\(iOS\) "App Store (iOS)") revenue in a two-week period to go to the fundraiser,[\[354\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-355) generating more than US\$20 million,[\[355\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-356) and in March 2017, it released an [iPhone 7](https://en.wikipedia.org/wiki/IPhone_7 "IPhone 7") with a red color finish.[\[356\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-357) As of 2021, Apple has donated over \$250 million to Product Red.[\[357\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-358)
Apple contributes financially to fundraisers in times of natural disasters. In November 2012, it donated \$2.5 million to the [American Red Cross](https://en.wikipedia.org/wiki/American_Red_Cross "American Red Cross") to aid relief efforts after [Hurricane Sandy](https://en.wikipedia.org/wiki/Hurricane_Sandy "Hurricane Sandy"),[\[358\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-359) and in 2017 it donated \$5 million to relief efforts for both [Hurricane Irma](https://en.wikipedia.org/wiki/Hurricane_Irma "Hurricane Irma") and [Hurricane Harvey](https://en.wikipedia.org/wiki/Hurricane_Harvey "Hurricane Harvey"),[\[359\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-360) and for the [2017 Central Mexico earthquake](https://en.wikipedia.org/wiki/2017_Central_Mexico_earthquake "2017 Central Mexico earthquake").[\[360\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-361) The company has used its [iTunes](https://en.wikipedia.org/wiki/ITunes "ITunes") platform to encourage donations in the wake of environmental disasters and humanitarian crises, such as the [2010 Haiti earthquake](https://en.wikipedia.org/wiki/2010_Haiti_earthquake "2010 Haiti earthquake"),[\[361\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-362) the [2011 Japan earthquake](https://en.wikipedia.org/wiki/2011_Japan_earthquake "2011 Japan earthquake"),[\[362\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-363) [Typhoon Haiyan](https://en.wikipedia.org/wiki/Typhoon_Haiyan "Typhoon Haiyan") in the Philippines in November 2013,[\[363\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-364) and the [2015 European migrant crisis](https://en.wikipedia.org/wiki/2015_European_migrant_crisis "2015 European migrant crisis").[\[364\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-365) 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.[\[365\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-366)
On April 14, 2016, Apple and the [World Wide Fund for Nature](https://en.wikipedia.org/wiki/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 [iTunes App Store](https://en.wikipedia.org/wiki/ITunes_App_Store "ITunes App Store"), Apps for Earth. In the arrangement, Apple has committed that through April 24, WWF will receive 100% of the proceeds from the applications participating in the App Store via both the purchases of any paid apps and the In-App Purchases. Apple and WWF's Apps for Earth campaign raised more than \$8 million in total proceeds to support WWF's conservation work. WWF announced the results at WWDC 2016 in San Francisco.[\[366\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-367)
During the [COVID-19 pandemic](https://en.wikipedia.org/wiki/COVID-19_pandemic "COVID-19 pandemic"), Apple's CEO Cook announced that the company would be donating "millions" of masks to health workers in the United States and Europe.[\[367\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-368) On January 13, 2021, Apple announced a \$100-million Racial Equity and Justice Initiative to help combat [institutional racism](https://en.wikipedia.org/wiki/Institutional_racism "Institutional racism") worldwide after the 2020 [murder of George Floyd](https://en.wikipedia.org/wiki/Murder_of_George_Floyd "Murder of George Floyd").[\[368\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Doubles-369)[\[369\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-370)[\[370\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-371) In June 2023, Apple announced that it was 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.[\[368\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Doubles-369)
Environment
Apple Energy
Apple Energy, LLC is a wholly owned subsidiary of Apple that sells [solar energy](https://en.wikipedia.org/wiki/Solar_energy "Solar energy"). As of June 6, 2016, Apple's solar farms in California and Nevada have been declared to provide 217.9 megawatts of solar generation capacity.[\[371\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-372) Apple has received regulatory approval to construct a [landfill gas energy plant](https://en.wikipedia.org/wiki/Landfill_gas_utilization "Landfill gas utilization") in [North Carolina](https://en.wikipedia.org/wiki/North_Carolina "North Carolina") to use the [methane emissions](https://en.wikipedia.org/wiki/Methane_emissions "Methane emissions") to generate electricity.[\[372\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-373) Apple's North Carolina data center is already powered entirely by renewable sources.[\[373\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-374)
Energy and resources
In 2010, [Climate Counts](https://en.wikipedia.org/wiki/Climate_Counts "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 its top category "Striding".[\[374\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-375) 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".[\[375\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-iwclimate-376)
Following a [Greenpeace](https://en.wikipedia.org/wiki/Greenpeace "Greenpeace") protest, Apple released a statement on April 17, 2012, committing to ending its use of coal and shifting to 100% renewable clean energy.[\[376\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-After_Greenpeace_Protests,_Apple_Promises_to_Dump_Coal_Power-377)[\[377\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Powering_Our_Facilities_with_Clean,_Renewable_Energy-378) By 2013, Apple was using [100% renewable energy](https://en.wikipedia.org/wiki/100%25_renewable_energy "100% renewable energy") to power its [data centers](https://en.wikipedia.org/wiki/Data_centers "Data centers"). Overall, 75% of the company's power came from clean renewable sources.[\[378\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-379)
In May 2015, Greenpeace evaluated the state of the Green Internet and commended Apple on its 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."[\[379\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-380)
As of 2016, Apple states that 100% of its US operations run on [renewable energy](https://en.wikipedia.org/wiki/Renewable_energy "Renewable energy"), 100% of Apple's data centers run on renewable energy and 93% of Apple's global operations run on renewable energy.[\[380\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-381) However, the facilities are connected to the local [grid](https://en.wikipedia.org/wiki/Electrical_grid "Electrical grid") which usually contains a mix of fossil and renewable sources, so Apple uses [carbon offsets](https://en.wikipedia.org/wiki/Carbon_offset "Carbon offset") for its electricity use.[\[381\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-382) The [Electronic Product Environmental Assessment Tool](https://en.wikipedia.org/wiki/Electronic_Product_Environmental_Assessment_Tool "Electronic Product Environmental Assessment Tool") (EPEAT) allows consumers to see the effect a product has on the environment. Each product receives a Gold, Silver, or Bronze rank depending on its efficiency and sustainability. Every Apple [tablet](https://en.wikipedia.org/wiki/Tablet_computer "Tablet computer"), [notebook](https://en.wikipedia.org/wiki/Laptop "Laptop"), [desktop computer](https://en.wikipedia.org/wiki/Desktop_computer "Desktop computer"), and [display](https://en.wikipedia.org/wiki/Computer_monitor "Computer monitor") that EPEAT ranks achieves a Gold rating, the highest possible. Although Apple's data centers recycle water 35 times,[\[382\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-383) the increased activity in retail, corporate and data centers also increase the amount of water use to 573 million US gal (2.2 million m3) in 2015.[\[383\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-384)
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](https://en.wikipedia.org/wiki/Lisa_P._Jackson "Lisa P. Jackson"), Apple's vice president of Environment, Policy and Social Initiatives who reports directly to CEO, Tim Cook, announced that as of March 2016, 93% of Apple's worldwide operations are powered with renewable energy. Also featured was the company's efforts to use sustainable paper in its product packaging; 99% of all paper used by Apple in the product packaging comes from [post-consumer](https://en.wikipedia.org/wiki/Post-consumer "Post-consumer") [recycled](https://en.wikipedia.org/wiki/Recycle "Recycle") paper or sustainably managed forests, as the company continues its move to all paper packaging for all of its products.[\[384\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-385)
Apple announced on August 16, 2016, that Lens Technology, one of its major suppliers in China, has committed to power all its [glass production](https://en.wikipedia.org/wiki/Glass_production "Glass production") for Apple with 100 percent renewable energy by 2018. The commitment was a large step in Apple's efforts to help manufacturers lower their carbon footprint in China.[\[385\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-386) Apple also announced that all 14 of its final assembly sites in China are now compliant with [UL](https://en.wikipedia.org/wiki/UL_\(safety_organization\) "UL (safety organization)")'s Zero Waste to Landfill validation. The standard, which started in January 2015, certifies that all manufacturing waste is [reused](https://en.wikipedia.org/wiki/Reuse "Reuse"), [recycled](https://en.wikipedia.org/wiki/Recycled "Recycled"), [composted](https://en.wikipedia.org/wiki/Compost "Compost"), or converted into energy (when necessary). Since the program began, nearly 140,000 metric tons of waste have been diverted from [landfills](https://en.wikipedia.org/wiki/Landfill "Landfill").[\[386\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-387)
On July 21, 2020, Apple announced its plan to become [carbon neutral](https://en.wikipedia.org/wiki/Carbon_neutral "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.[\[387\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-388)
In June 2024, the [United States Environmental Protection Agency](https://en.wikipedia.org/wiki/United_States_Environmental_Protection_Agency "United States Environmental Protection Agency") (EPA) published a report about an electronic computer manufacturing facility leased by Apple in 2015 in [Santa Clara, California](https://en.wikipedia.org/wiki/Santa_Clara,_California "Santa Clara, California"), code named Aria.[\[388\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Roscoe20240625-389)[\[389\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-390) The EPA report stated that Apple was potentially in violation of federal regulations under the [Resource Conservation and Recovery Act](https://en.wikipedia.org/wiki/Resource_Conservation_and_Recovery_Act "Resource Conservation and Recovery Act") (RCRA).[\[388\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Roscoe20240625-389) According to a report from [*Bloomberg*](https://en.wikipedia.org/wiki/Bloomberg_News "Bloomberg News") in 2018, the facility is used to develop [microLED](https://en.wikipedia.org/wiki/MicroLED "MicroLED") screens under the code name T159.[\[390\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-391)[\[388\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Roscoe20240625-389)[\[391\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-392) The inspection found that Apple was potentially mistreating waste as only subject to [California](https://en.wikipedia.org/wiki/California "California") regulations and that it had potentially miscalculated the effectiveness of Apple's [activated carbon](https://en.wikipedia.org/wiki/Activated_carbon "Activated carbon") filters, which filter [volatile organic compounds](https://en.wikipedia.org/wiki/Volatile_organic_compound "Volatile organic compound") (VOCs) from the air. The EPA inspected the facility in August 2023 due to a tip from a former Apple employee who posted the report on [X](https://en.wikipedia.org/wiki/X_\(social_media_platform\) "X (social media platform)").[\[388\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Roscoe20240625-389)
Toxins
Following further campaigns by Greenpeace,[\[392\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-393) in 2008, Apple became the first electronics manufacturer to eliminate all [polyvinyl chloride](https://en.wikipedia.org/wiki/Polyvinyl_chloride "Polyvinyl chloride") (PVC) and [brominated flame retardants](https://en.wikipedia.org/wiki/Brominated_flame_retardant "Brominated flame retardant") (BFRs) in its complete product line.[\[393\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-394) In June 2007, Apple began replacing the [cold cathode](https://en.wikipedia.org/wiki/Cold_cathode "Cold cathode") fluorescent lamp (CCFL) backlit [LCDs](https://en.wikipedia.org/wiki/LCD "LCD") in its computers with [mercury](https://en.wikipedia.org/wiki/Mercury_\(element\) "Mercury (element)")\-free [LED-backlit LCD](https://en.wikipedia.org/wiki/LED-backlit_LCD_display "LED-backlit LCD display") and [arsenic](https://en.wikipedia.org/wiki/Arsenic "Arsenic")\-free glass, starting with the upgraded [MacBook Pro](https://en.wikipedia.org/wiki/MacBook_Pro "MacBook Pro").[\[394\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-environmental-news-395)[\[395\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-agreenapple-396)[\[396\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-green_notebooks-397)[\[397\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-398) Apple offers comprehensive and transparent information about the [CO2e](https://en.wikipedia.org/wiki/Carbon_dioxide_equivalent "Carbon dioxide equivalent"), [emissions](https://en.wikipedia.org/wiki/Greenhouse_gas_emissions "Greenhouse gas emissions"), materials, and [electrical usage](https://en.wikipedia.org/wiki/Electric_energy_consumption "Electric energy consumption") concerning every product it currently produces or has sold in the past (and which it has enough data needed to produce the report), in its portfolio on its homepage. Allowing consumers to make informed purchasing decisions on the products it offers for sale.[\[398\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-environment-reports-399) In June 2009, Apple's [iPhone 3GS](https://en.wikipedia.org/wiki/IPhone_3GS "IPhone 3GS") was free of PVC, arsenic, and BFRs.[\[394\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-environmental-news-395)[\[399\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-400) Since 2009, all Apple products have mercury-free LED-backlit LCDs, arsenic-free glass, and non-PVC cables.[\[400\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-401) All Apple products have EPEAT Gold status and beat the latest Energy Star guidelines in each product's respective regulatory category.[\[394\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-environmental-news-395)[\[401\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-402)
In November 2011, Apple was featured in Greenpeace's Guide to Greener Electronics, which ranks electronics manufacturers on sustainability, [climate and energy](https://en.wikipedia.org/wiki/Climate_and_energy "Climate and energy") policy, and how "green" its 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.[\[402\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-403) Greenpeace praised Apple's [sustainability](https://en.wikipedia.org/wiki/Sustainability_metrics_and_indices "Sustainability metrics and indices"), noting that the company exceeded its 70% global recycling goal in 2010. Apple continues to score well on product ratings, with all of its 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.[\[403\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-404) In January 2012, Apple requested that its cable maker, Volex, begin producing [halogen-free](https://en.wikipedia.org/wiki/Low_smoke_zero_halogen "Low smoke zero halogen") [USB](https://en.wikipedia.org/wiki/USB "USB") and power cables.[\[404\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-405)
Green bonds
In February 2016, Apple issued a US\$1.5\-billion [green bond](https://en.wikipedia.org/wiki/Green_bond "Green bond") (climate bond), the first ever of its kind by a US tech company. The green bond proceeds are dedicated to the financing of environmental projects.[\[398\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Apple-environment-reports-399)[\[405\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-406)
Supply chain
As of 2021, Apple uses hardware components from 43 different countries.[\[406\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-407)
Apple products were made in the United States in Apple-owned factories until the late 1990s; however, as a result of [outsourcing](https://en.wikipedia.org/wiki/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 '[Made in the U.S.A.](https://en.wikipedia.org/wiki/Made_in_the_USA "Made in the USA")' is no longer a viable option for most Apple products".[\[407\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-408) South Korean firms, including [Samsung](https://en.wikipedia.org/wiki/Samsung "Samsung") and [LG](https://en.wikipedia.org/wiki/LG "LG"), worked closely with Apple as parts partners for the [iMac](https://en.wikipedia.org/wiki/IMac "IMac"), [iPod](https://en.wikipedia.org/wiki/IPod "IPod"), and [iPhone](https://en.wikipedia.org/wiki/IPhone "IPhone") before it increased its reliance on Taiwan and China.[\[408\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-:0-409): 74â232 Taiwanese Apple suppliers such as [Foxconn](https://en.wikipedia.org/wiki/Foxconn "Foxconn"), [Wistron](https://en.wikipedia.org/wiki/Wistron "Wistron"), [Pegatron](https://en.wikipedia.org/wiki/Pegatron "Pegatron"), [Quanta](https://en.wikipedia.org/wiki/Quanta_Computer "Quanta Computer"), and [Compal Electronics](https://en.wikipedia.org/wiki/Compal_Electronics "Compal Electronics") established a sizable manufacturing presence in China.[\[409\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-410) By the 2020s, orders were shifting to Chinese firms such as to [Luxshare](https://en.wikipedia.org/wiki/Luxshare "Luxshare"), [BYD Electronic](https://en.wikipedia.org/wiki/BYD_Company "BYD Company"), [Goertek](https://en.wikipedia.org/wiki/Goertek "Goertek"), and [Wingtech](https://en.wikipedia.org/wiki/Wingtech "Wingtech"). By 2021, Apple had more suppliers from China than Taiwan.[\[408\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-:0-409): 337 In March 2017, *[The Wall Street Journal](https://en.wikipedia.org/wiki/The_Wall_Street_Journal "The Wall Street Journal")* reported that Apple would begin manufacturing [iPhone](https://en.wikipedia.org/wiki/IPhone "IPhone") models in India "over the next two months",[\[410\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-411) and in May, the *Journal* wrote that an Apple manufacturer had begun production of [iPhone SE](https://en.wikipedia.org/wiki/IPhone_SE_\(1st_generation\) "IPhone SE (1st generation)") in the country,[\[411\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-412) In May 2017, the company announced a \$1-billion funding project for "advanced manufacturing" in the United States,[\[412\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-413)[\[413\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-414) In April 2019, Apple initiated manufacturing of [iPhone 7](https://en.wikipedia.org/wiki/IPhone_7 "IPhone 7") at its [Bengaluru](https://en.wikipedia.org/wiki/Bengaluru "Bengaluru") facility.[\[414\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-415)
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."[\[415\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-supply-416)[\[416\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-417)
Labor force
Apple directly employs 147,000 workers including 25,000 corporate employees in [Apple Park](https://en.wikipedia.org/wiki/Apple_Park "Apple Park") and across Silicon Valley.[\[417\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Downey2021-418)[\[418\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Leswing2021-419) The vast majority of its employees work at the over 500 retail [Apple Stores](https://en.wikipedia.org/wiki/Apple_Store "Apple Store") globally.[\[419\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-420) Apple relies on a larger, outsourced workforce for manufacturing, particularly in China where Apple directly employs 10,000 workers across its retail and corporate divisions. In addition, one further million workers are contracted by Apple's suppliers to assemble Apple products, including [Foxconn](https://en.wikipedia.org/wiki/Foxconn "Foxconn") and [Pegatron](https://en.wikipedia.org/wiki/Pegatron "Pegatron").[\[420\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-421) [Zhengzhou Technology Park](https://en.wikipedia.org/wiki/Zhengzhou_Technology_Park "Zhengzhou Technology Park") alone employs 350,000 Chinese workers in [Zhengzhou](https://en.wikipedia.org/wiki/Zhengzhou "Zhengzhou") to exclusively work on the [iPhone](https://en.wikipedia.org/wiki/IPhone "IPhone").[\[421\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-422)
Apple workers around the globe have been involved in [organizing](https://en.wikipedia.org/wiki/Organizing_model "Organizing model") since the 1990s.[\[422\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Hyde2002-423) Apple unions are made up of retail, corporate, and outsourced workers. Apple employees have joined [trade unions](https://en.wikipedia.org/wiki/Trade_union "Trade union") or formed [works councils](https://en.wikipedia.org/wiki/Works_council "Works council") in [Australia](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#Australia "Apple Inc. and unions"),[\[423\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Zhuang2022-424) [France](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#France "Apple Inc. and unions"),[\[424\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-425) [Germany](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#Germany "Apple Inc. and unions"),[\[425\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Loehne2012-426) [Italy](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#Italy "Apple Inc. and unions"),[\[426\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-427) [Japan](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#Japan "Apple Inc. and unions"),[\[427\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Corrales2022-428) the [United Kingdom](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#United_Kingdom "Apple Inc. and unions")[\[428\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-429) and the [United States](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#United_States "Apple Inc. and unions").[\[429\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Albergotti2022-430) In 2021, [Apple Together](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#Apple_Together "Apple Inc. and unions"), a [solidarity union](https://en.wikipedia.org/wiki/Solidarity_unionism "Solidarity unionism"), sought to bring together the company's global worker organizations.[\[430\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Harrington2022-431) The majority of industrial [labor disputes](https://en.wikipedia.org/wiki/Labor_dispute "Labor dispute") (including union recognition) involving Apple occur indirectly through [its suppliers and contractors](https://en.wikipedia.org/wiki/Apple_supply_chain "Apple supply chain"), notably [Foxconn](https://en.wikipedia.org/wiki/Foxconn "Foxconn") plants in [China](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#China "Apple Inc. and unions")[\[431\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-Chan2013-432) and, to a lesser extent, in [Brazil](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#Brazil "Apple Inc. and unions")[\[432\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-433) and [India](https://en.wikipedia.org/wiki/Apple_Inc._and_unions#India "Apple Inc. and unions").[\[433\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-434)
Apple has been criticized for labor sourcing and conditions at the facilities of its contract manufacturers[\[434\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-435)[\[435\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-:02-436)[\[436\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-437) as well as mines.[\[437\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-438)[\[438\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-439)[\[439\]](https://en.wikipedia.org/wiki/Apple_Inc.#cite_note-440)
See also
- [List of Apple Inc. media events](https://en.wikipedia.org/wiki/List_of_Apple_Inc._media_events "List of Apple Inc. media events")
- [Outline of Apple Inc.](https://en.wikipedia.org/wiki/Outline_of_Apple_Inc. "Outline of Apple Inc.")
References
Notes
1. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-1)** Single-color version based on the rainbow color theme introduced in 1977
Citations
1. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-Apple-10-K-Report-2025_2-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-Apple-10-K-Report-2025_2-1)
["Apple FY2025 Annual Report (Form 10-K)"](https://www.sec.gov/ix?doc=/Archives/edgar/data/320193/000032019325000079/aapl-20250927.htm). October 31, 2025. Retrieved November 6, 2025.
2. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-storelist_3-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-storelist_3-1) [***c***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-storelist_3-2)
["Store List"](https://www.apple.com/retail/storelist). *Apple Retail*. Apple. [Archived](https://web.archive.org/web/20171128172800/https://www.apple.com/retail/storelist/) from the original on November 28, 2017. Retrieved December 5, 2017.
3. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-4)** [Certificate of Amendment of Articles of Incorporation](https://web.archive.org/web/20200926125141/https://businesssearch.sos.ca.gov/Document/RetrievePDF?Id=00806592-5959973). [Archived](https://web.archive.org/web/20200926125141/https://businesssearch.sos.ca.gov/Document/RetrievePDF?Id=00806592-5959973) September 26, 2020, at the [Wayback Machine](https://en.wikipedia.org/wiki/Wayback_Machine "Wayback Machine"), November 17, 1977. California Secretary of State.
4. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-5)** [Certificate of Ownership](https://businesssearch.sos.ca.gov/Document/RetrievePDF?Id=00806592-6322847). [Archived](https://web.archive.org/web/20210217170421/https://businesssearch.sos.ca.gov/Document/RetrievePDF?Id=00806592-6322847) February 17, 2021, at the [Wayback Machine](https://en.wikipedia.org/wiki/Wayback_Machine "Wayback Machine"), January 9, 2007. California Secretary of State.
5. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer20046%E2%80%938_6-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer20046%E2%80%938_6-1) [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), pp. 6â8.
6. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-7)**
Gibbs, Samuel (December 5, 2014). ["Steve Wozniak: Apple starting in a garage is a myth"](https://web.archive.org/web/20150425011132/https://www.theguardian.com/technology/2014/dec/05/steve-wozniak-apple-starting-in-a-garage-is-a-myth). *[The Guardian](https://en.wikipedia.org/wiki/The_Guardian "The Guardian")*. Archived from [the original](https://www.theguardian.com/technology/2014/dec/05/steve-wozniak-apple-starting-in-a-garage-is-a-myth) on April 25, 2015. Retrieved November 12, 2019.
7. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-Linzmayer01_8-0)**
Linzmayer, Owen W. ["Apple Confidential: The Real Story of Apple Computer, Inc"](http://extras.denverpost.com/books/chap0411h.htm). *The Denver Post*. [Archived](https://web.archive.org/web/20120414125259/http://extras.denverpost.com/books/chap0411h.htm) from the original on April 14, 2012.
8. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-9)**
Williams, Rhiannon (April 1, 2015). ["Apple celebrates 39th year on April 1"](https://www.telegraph.co.uk/technology/apple/11507451/Apple-celebrates-39th-year-on-April-1.html). *[The Telegraph](https://en.wikipedia.org/wiki/The_Daily_Telegraph "The Daily Telegraph")*. [Archived](https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/technology/apple/11507451/Apple-celebrates-39th-year-on-April-1.html) from the original on January 10, 2022. Retrieved July 9, 2017.
9. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-10)**
- ["Apple co-founder tells his side of the story"](https://www.smh.com.au/news/laptops--desktops/wozniak-tells-his-side-of-the-story/2006/09/28/1159337270259.html). *[The Sydney Morning Herald](https://en.wikipedia.org/wiki/The_Sydney_Morning_Herald "The Sydney Morning Herald")*. September 28, 2006. [Archived](https://web.archive.org/web/20170703154618/http://www.smh.com.au/news/laptops--desktops/wozniak-tells-his-side-of-the-story/2006/09/28/1159337270259.html) from the original on July 3, 2017. Retrieved July 9, 2017.
- ["A Chat with Computing Pioneer Steve Wozniak"](https://www.npr.org/templates/story/story.php?storyId=6167297). *[NPR](https://en.wikipedia.org/wiki/NPR "NPR")*. September 29, 2006. [Archived](https://web.archive.org/web/20190327091333/https://www.npr.org/templates/story/story.php?storyId=6167297) from the original on March 27, 2019. Retrieved July 9, 2017.
10. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-11)**
Isaacson, Walter (October 24, 2011). [*Steve Jobs: The Exclusive Biography*](https://books.google.com/books?id=26ev_abfrU8C). Little, Brown Book Group. p. 57. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-7481-3132-7](https://en.wikipedia.org/wiki/Special:BookSources/978-0-7481-3132-7 "Special:BookSources/978-0-7481-3132-7")
.
11. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-12)**
- [O'Grady 2009](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFO'Grady2009), pp. 2â3
- ["The Homebrew Computer Club"](http://www.computerhistory.org/revolution/personal-computers/17/312). [Computer History Museum](https://en.wikipedia.org/wiki/Computer_History_Museum "Computer History Museum"). [Archived](https://web.archive.org/web/20190327102109/https://www.computerhistory.org/revolution/personal-computers/17/312) from the original on March 27, 2019. Retrieved July 9, 2017.
12. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-13)**
Kahney, Leander (November 19, 2002). ["Rebuilding an Apple From the Past"](https://www.wired.com/2002/12/56426/). *Wired*. [ISSN](https://en.wikipedia.org/wiki/ISSN_\(identifier\) "ISSN (identifier)") [1059-1028](https://search.worldcat.org/issn/1059-1028). [Archived](https://web.archive.org/web/20221107195134/https://www.wired.com/2002/12/56426/) from the original on November 7, 2022. Retrieved November 7, 2022.
13. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-14)**
- ["Building the digital age"](http://news.bbc.co.uk/2/hi/technology/7091190.stm). [BBC News](https://en.wikipedia.org/wiki/BBC_News "BBC News"). November 15, 2007. [Archived](https://web.archive.org/web/20171128173707/http://news.bbc.co.uk/2/hi/technology/7091190.stm) from the original on November 28, 2017. Retrieved January 19, 2008.
- ["Apple I"](https://web.archive.org/web/20070326115844/http://staging.computerhistory.org/exhibits/highlights/apple1.shtml). [Computer History Museum](https://en.wikipedia.org/wiki/Computer_History_Museum "Computer History Museum"). Archived from [the original](http://staging.computerhistory.org/exhibits/highlights/apple1.shtml) on March 26, 2007. Retrieved January 19, 2008.
- [Game Makers (TV Show)](https://web.archive.org/web/20170204212503/http://www.g4tv.com/gamemakers/episodes/3781/Apple_II.html): Apple II. Originally aired January 6, 2005.
- ["Picture of original ad featuring US666.66 price"](http://www.macmothership.com/gallery/newads7/1976apple1.jpg). [Archived](https://web.archive.org/web/20200115222510/http://www.macmothership.com/gallery/newads7/1976apple1.jpg) from the original on January 15, 2020. Retrieved January 21, 2008.
14. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTEWozniakSmith2006180_15-0)** [Wozniak & Smith 2006](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFWozniakSmith2006), p. 180.
15. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-VintageNews_16-0)**
Blazeski, Goran (November 25, 2017). ["Apple-1, Steve Wozniak's hand-built creation, was Apple's first official product, priced at \$666.66"](https://www.thevintagenews.com/2017/11/25/apples-first-official-product-was-priced-at-666-66). *The Vintage News*. [Archived](https://web.archive.org/web/20200726090158/https://www.thevintagenews.com/2017/11/25/apples-first-official-product-was-priced-at-666-66/) from the original on July 26, 2020. Retrieved November 24, 2019.
16. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer200410_17-0)** [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), p. 10.
17. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-Apple_FAQ_18-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-Apple_FAQ_18-1)
["Frequently Asked Questions"](https://investor.apple.com/faq/default.aspx). Apple. [Archived](https://web.archive.org/web/20200312205405/https://investor.apple.com/faq/default.aspx) from the original on March 12, 2020. Retrieved January 19, 2020.
18. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-19)**
- Luo, Benny (September 12, 2013). ["Ronald Wayne: On Co-founding Apple and Working with Steve Jobs"](https://nextshark.com/ronald-wayne-interview). *Next Shark*. [Archived](https://web.archive.org/web/20190330085628/https://nextshark.com/ronald-wayne-interview) from the original on March 30, 2019. Retrieved July 9, 2017.
- Simon, Dan (June 24, 2010). ["The gambling man who co-founded Apple and left for \$800"](http://edition.cnn.com/2010/TECH/web/06/24/apple.forgotten.founder/index.html). [CNN](https://en.wikipedia.org/wiki/CNN "CNN"). [Archived](https://web.archive.org/web/20140410065148/http://edition.cnn.com/2010/TECH/web/06/24/apple.forgotten.founder/index.html?hpt=C1&fbid=lG95iTlU4iD) from the original on April 10, 2014. Retrieved July 9, 2017.
19. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-20)**
- ["Apple chronology"](https://money.cnn.com/1998/01/06/technology/apple_chrono). [CNNMoney](https://en.wikipedia.org/wiki/CNNMoney "CNNMoney"). January 6, 1998. [Archived](https://web.archive.org/web/20170525081036/http://money.cnn.com/1998/01/06/technology/apple_chrono/) from the original on May 25, 2017. Retrieved May 2, 2017.
- Gilbert, Ben (December 26, 2016). ["Where Are the First 10 Apple Employees Today?"](http://www.businessinsider.com/the-first-10-apple-employees-2016-12). *[Business Insider](https://en.wikipedia.org/wiki/Business_Insider "Business Insider")*. [Archived](https://web.archive.org/web/20190330085628/https://www.businessinsider.com/the-first-10-apple-employees-2016-12) from the original on March 30, 2019. Retrieved May 2, 2017.
20. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-21)**
- [Malone, Michael S.](https://en.wikipedia.org/wiki/Michael_S._Malone "Michael S. Malone") (1999). [*Infinite Loop: How the World's Most Insanely Great Computer Company Went Insane*](https://archive.org/details/infiniteloophoww00malo). New York: Currency/Doubleday. p. 157. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-385-48684-2](https://en.wikipedia.org/wiki/Special:BookSources/978-0-385-48684-2 "Special:BookSources/978-0-385-48684-2")
. [OCLC](https://en.wikipedia.org/wiki/OCLC_\(identifier\) "OCLC (identifier)") [971131326](https://search.worldcat.org/oclc/971131326).
Wikipedia: *[Infinite Loop](https://en.wikipedia.org/wiki/Infinite_Loop "Infinite Loop")*.
- McCracken, Harry (April 1, 2016). ["Apple's Sales Grew 150Ă Between 1977â1980"](https://web.archive.org/web/20170525081616/https://news.fastcompany.com/apples-sales-grew-150x-between-1977-1980-4001956). *[Fast Company](https://en.wikipedia.org/wiki/Fast_Company "Fast Company")*. Archived from [the original](https://news.fastcompany.com/apples-sales-grew-150x-between-1977-1980-4001956) on May 25, 2017. Retrieved May 2, 2017.
21. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer200412_22-0)** [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), p. 12.
22. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer200413%E2%80%9315_23-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer200413%E2%80%9315_23-1) [***c***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer200413%E2%80%9315_23-2) [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), pp. 13â15.
23. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-24)**
Weyhrich, Steven (April 21, 2002). ["Apple II History Chapter 4"](http://apple2history.org/history/ah04). [Archived](https://web.archive.org/web/20100801191644/http://apple2history.org/history/ah04/) from the original on August 1, 2010. Retrieved August 18, 2008.
24. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-25)**
- Bagnall, Brian (2005). *On the Edge: The Spectacular Rise and Fall of Commodore*. Variant Press. pp. 109â112\. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-9738649-0-8](https://en.wikipedia.org/wiki/Special:BookSources/978-0-9738649-0-8 "Special:BookSources/978-0-9738649-0-8")
.
- Remmer, Jeremy (November 2, 2009). ["Personal Computer Market Share: 1975â2004"](https://web.archive.org/web/20120606052317/http://jeremyreimer.com/postman/node/329). *Jeremy Reimer's Blob*. Archived from [the original](http://www.jeremyreimer.com/total_share.html) on June 6, 2012. Retrieved March 28, 2026.
The figures show Mac higher, but that is not a single model.
25. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-26)**
Reimer, Jeremy (December 15, 2005). ["Total share: 30 years of personal computer market share figures"](https://arstechnica.com/features/2005/12/total-share/). *Ars Technica*. [Archived](https://web.archive.org/web/20120607023023/http://arstechnica.com/features/2005/12/total-share/) from the original on June 7, 2012. Retrieved September 1, 2023.
26. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-EDNAAPLSTOCK_27-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-EDNAAPLSTOCK_27-1)
Deffree, Suzanne (December 12, 2018). ["Apple IPO makes instant millionaires, December 12, 1980"](https://www.edn.com/electronics-blogs/edn-moments/4403276/Apple-IPO-makes-instant-millionaires--December-12--1980). [Archived](https://web.archive.org/web/20190610002442/https://www.edn.com/electronics-blogs/edn-moments/4403276/Apple-IPO-makes-instant-millionaires--December-12--1980) from the original on June 10, 2019. Retrieved May 16, 2019.
27. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-DEDIPO_28-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-DEDIPO_28-1)
Dilger, Daniel Eran (December 12, 2013). ["Apple, Inc. stock IPO created 300 millionaires 33 years ago today"](http://appleinsider.com/articles/13/12/12/apple-inc-stock-ipo-created-300-millionaires-33-years-ago-today). *[AppleInsider](https://en.wikipedia.org/wiki/AppleInsider "AppleInsider")*. [Archived](https://web.archive.org/web/20190330102914/https://appleinsider.com/articles/13/12/12/apple-inc-stock-ipo-created-300-millionaires-33-years-ago-today) from the original on March 30, 2019. Retrieved April 18, 2017.
28. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer200474%E2%80%9375_29-0)** [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), pp. 74â75.
29. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTEIsaacson201596%E2%80%9397_30-0)** [Isaacson 2015](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFIsaacson2015), pp. 96â97.
30. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer200468_31-0)** [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), p. 68.
31. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer200492_32-0)** [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), p. 92.
32. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-33)**
Swaine, Michael (2000). *Fire in the Valley: The Birth and Death of the Personal Computer*. McGraw-Hill. p. 308. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[9780071358958](https://en.wikipedia.org/wiki/Special:BookSources/9780071358958 "Special:BookSources/9780071358958")
.
33. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-FOOTNOTELinzmayer200428,_86%E2%80%9388_34-0)** [Linzmayer 2004](https://en.wikipedia.org/wiki/Apple_Inc.#CITEREFLinzmayer2004), pp. 28, 86â88.
34. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-TheVerge_35-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-TheVerge_35-1)
["Steve Wozniak on Newton, Tesla, and why the original Macintosh was a 'lousy' product"](https://web.archive.org/web/20160312014832/http://www.theverge.com/2013/6/27/4468314/steve-wozniak-on-how-the-newton-changed-his-life). June 27, 2013. Archived from [the original](https://www.theverge.com/2013/6/27/4468314/steve-wozniak-on-how-the-newton-changed-his-life) on March 12, 2016. Retrieved March 1, 2026.
35. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-rice19850415_36-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-rice19850415_36-1)
Rice, Valerie (April 15, 1985). ["Unrecognized Apple II Employees Exit"](https://books.google.com/books?id=zC4EAAAAMBAJ&pg=PA35). *[InfoWorld](https://en.wikipedia.org/wiki/InfoWorld "InfoWorld")*. p. 35. [Archived](https://web.archive.org/web/20230301054845/https://books.google.com/books?id=zC4EAAAAMBAJ&pg=PA35) from the original on March 1, 2023. Retrieved November 6, 2017.
36. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-IsProgramingObsolete_37-0)**
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404. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-406)**
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405. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-407)**
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406. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-408)**
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407. ^ [***a***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-:0_409-0) [***b***](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-:0_409-1)
McGee, Patrick (May 13, 2025). *Apple in China: The Capture of the World's Greatest Company*. Simon & Schuster. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
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409. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-411)**
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428. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-Albergotti2022_430-0)**
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429. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-Harrington2022_431-0)**
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430. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-Chan2013_432-0)**
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431. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-433)**
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432. **[^](https://en.wikipedia.org/wiki/Apple_Inc.#cite_ref-434)**
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Bibliography
- Carlton, Jim (1997). [*Apple: The Inside Story of Untrigue, Egomania, and Business Blunders*](https://archive.org/details/appleinsidestory00carl). New York: Random House. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-8129-2851-8](https://en.wikipedia.org/wiki/Special:BookSources/978-0-8129-2851-8 "Special:BookSources/978-0-8129-2851-8")
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- [Hertzfeld, Andy](https://en.wikipedia.org/wiki/Andy_Hertzfeld "Andy Hertzfeld") (2004). [*Revolution in the Valley: The Insanely Great Story of How the Mac Was Made*](https://en.wikipedia.org/wiki/Revolution_in_the_Valley "Revolution in the Valley"). O'Reilly Books. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-596-00719-5](https://en.wikipedia.org/wiki/Special:BookSources/978-0-596-00719-5 "Special:BookSources/978-0-596-00719-5")
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- Linzmayer, Owen (2004). *Apple Confidential 2.0*. No Starch Press. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
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- O'Grady, Jason D. (2009). *Apple Inc*. ABC-CLIO. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-313-36244-6](https://en.wikipedia.org/wiki/Special:BookSources/978-0-313-36244-6 "Special:BookSources/978-0-313-36244-6")
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- Swaine, Michael (2014). *Fire in the Valley: The Birth and Death of the Personal Computer*. Pragmatic Bookshelf. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-1-68050-352-4](https://en.wikipedia.org/wiki/Special:BookSources/978-1-68050-352-4 "Special:BookSources/978-1-68050-352-4")
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- [Wozniak, Steve](https://en.wikipedia.org/wiki/Steve_Wozniak "Steve Wozniak"); [Smith, Gina](https://en.wikipedia.org/wiki/Gina_Smith_\(author\) "Gina Smith (author)") (2006). [*iWoz: From Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It*](https://en.wikipedia.org/wiki/IWoz:_From_Computer_Geek_to_Cult_Icon:_How_I_Invented_the_Personal_Computer,_Co-Founded_Apple,_and_Had_Fun_Doing_It "IWoz: From Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It"). W. W. Norton & Company. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-393-06143-7](https://en.wikipedia.org/wiki/Special:BookSources/978-0-393-06143-7 "Special:BookSources/978-0-393-06143-7")
.
Further reading
- [Amelio, Gil](https://en.wikipedia.org/wiki/Gil_Amelio "Gil Amelio"); Simon, William L. (1999). [*On the Firing Line: My 500 Days at Apple*](https://archive.org/details/onfiringlinemy5000gila). New York: Harper Business. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-88730-919-9](https://en.wikipedia.org/wiki/Special:BookSources/978-0-88730-919-9 "Special:BookSources/978-0-88730-919-9")
.
- Carlton, Jim (1998). *Apple: The Inside Story of Intrigue, Egomania and Business Blunders* (Revised ed.). Random House Business Books. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-88730-965-6](https://en.wikipedia.org/wiki/Special:BookSources/978-0-88730-965-6 "Special:BookSources/978-0-88730-965-6")
.
- Deutschman, Alan (2000). [*The Second Coming of Steve Jobs*](https://archive.org/details/secondcomingofst00deut). Broadway Books. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-7679-0432-2](https://en.wikipedia.org/wiki/Special:BookSources/978-0-7679-0432-2 "Special:BookSources/978-0-7679-0432-2")
.
- Kunkel, Paul (1997). [*AppleDesign: The Work of the Apple Industrial Design Group*](https://archive.org/details/DTCA3DOC-230_industrial_design). Graphis Incorporated. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-1-888001-25-9](https://en.wikipedia.org/wiki/Special:BookSources/978-1-888001-25-9 "Special:BookSources/978-1-888001-25-9")
.
- Lashinsky, Adam (2013). [*Inside Apple: How America's Most Admiredâand SecretiveâCompany Really Works*](https://en.wikipedia.org/wiki/Inside_Apple "Inside Apple"). Grand Central. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-1-4555-1216-4](https://en.wikipedia.org/wiki/Special:BookSources/978-1-4555-1216-4 "Special:BookSources/978-1-4555-1216-4")
.
- [Levy, Steven](https://en.wikipedia.org/wiki/Steven_Levy "Steven Levy") (2000) \[1994\]. *Insanely Great: The Life and Times of Macintosh, the Computer That Changed Everything*. New York: Penguin Books. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-14-029177-3](https://en.wikipedia.org/wiki/Special:BookSources/978-0-14-029177-3 "Special:BookSources/978-0-14-029177-3")
.
- [Pogue, David](https://en.wikipedia.org/wiki/David_Pogue "David Pogue") (2026). [*Apple: The First 50 Years*](https://www.google.com/books/edition/Apple/Epd1EQAAQBAJ?hl=en&gbpv=1) (First hardcover ed.). New York: Simon & Schuster. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-1982134594](https://en.wikipedia.org/wiki/Special:BookSources/978-1982134594 "Special:BookSources/978-1982134594")
. [OCLC](https://en.wikipedia.org/wiki/OCLC_\(identifier\) "OCLC (identifier)") [1530737212](https://search.worldcat.org/oclc/1530737212). Retrieved March 28, 2026.
- Polsson, Ken. ["Chronology of Events in the History of Microcomputers"](https://web.archive.org/web/20080602225734/http://www.microprocessor.sscc.ru/comphist). Archived from [the original](http://www.microprocessor.sscc.ru/comphist) on June 2, 2008. Retrieved August 18, 2008.
- Price, Rob (1987). *So Far: The First Ten Years of a Vision*. Apple Computer. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-1-55693-974-7](https://en.wikipedia.org/wiki/Special:BookSources/978-1-55693-974-7 "Special:BookSources/978-1-55693-974-7")
.
- Rose, Frank (1990). [*West of Eden: The End of Innocence at Apple Computer*](https://archive.org/details/westofedenendofi00rose). Penguin Books. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-14-009372-8](https://en.wikipedia.org/wiki/Special:BookSources/978-0-14-009372-8 "Special:BookSources/978-0-14-009372-8")
.
- [Sculley, John](https://en.wikipedia.org/wiki/John_Sculley "John Sculley"); Byrne, John A. (1990) \[October 1, 1987\]. *Odyssey: Pepsi to Apple ... A Journey of Adventure, Ideas and the Future*. Diane Pub. Co. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-7881-6949-6](https://en.wikipedia.org/wiki/Special:BookSources/978-0-7881-6949-6 "Special:BookSources/978-0-7881-6949-6")
.
- Young, Jeffrey S. (1988). *Steve Jobs: The Journey Is the Reward*. Lynx Books. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-1-55802-378-9](https://en.wikipedia.org/wiki/Special:BookSources/978-1-55802-378-9 "Special:BookSources/978-1-55802-378-9")
.
- Young, Jeffrey S.; Simon, William L. (2005). [*iCon Steve Jobs: The Greatest Second Act in the History of Business*](https://archive.org/details/iconstevejobsgre00jeff). John Wiley & Sons. [ISBN](https://en.wikipedia.org/wiki/ISBN_\(identifier\) "ISBN (identifier)")
[978-0-471-72083-6](https://en.wikipedia.org/wiki/Special:BookSources/978-0-471-72083-6 "Special:BookSources/978-0-471-72083-6")
.
External links |
| Shard | 152 (laksa) |
| Root Hash | 17790707453426894952 |
| Unparsed URL | org,wikipedia!en,/wiki/Apple_Inc. s443 |