History of Apple Inc. in Timeline
Apple Inc., a prominent American multinational technology company based in Cupertino, California, specializes in the design, development, and sale of consumer electronics, computer software, and online services. Their product portfolio encompasses devices like the iPhone, iPad, Mac, Apple Watch, Vision Pro, and Apple TV, along with operating systems such as iOS, iPadOS, and macOS. Additionally, Apple offers a range of software applications and services, including iTunes, iCloud, Apple Music, and Apple TV+.
1956: Ford Motor Company's IPO
Apple's 1980 IPO generated more capital than any other IPO since Ford Motor Company's in 1956.
1968: Apple Corps Ltd. Founded
Apple Corps Ltd., the multimedia company established by the Beatles, was founded in 1968. This later led to trademark disputes with Apple Inc.
April 1, 1976: Apple's Inception
On April 1, 1976, Apple Computer Company was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne, with the aim of producing and selling Wozniak's Apple I personal computer.
July 1976: Apple I Prototype Unveiled
Wozniak introduced the initial prototype of the Apple I in July 1976 at the Homebrew Computer Club.
January 3, 1977: Incorporation of Apple Computer, Inc.
On January 3, 1977, Apple Computer, Inc. was officially incorporated without Ronald Wayne, who had left the company.
April 16, 1977: Apple II Launch at West Coast Computer Faire
On April 16, 1977, the Apple II, also created by Steve Wozniak, was launched at the inaugural West Coast Computer Faire.
September 1977: Start of Apple's Rapid Revenue Growth
Apple's revenue began to grow exponentially from September 1977.
1977: Stephens Creek Three as Headquarters
From 1977 to 1978, Apple's headquarters were located at Stephens Creek Three.
1977: Apple's Incorporation
In 1977, Apple was officially incorporated by Steve Jobs and Steve Wozniak.
1978: Bandley One as Headquarters
From 1978 to 1982, Apple's headquarters were located at Bandley One.
1978: Introduction of Disk II
In 1978, Apple introduced the Disk II, a 5+1⁄4-inch floppy disk drive and interface that replaced cassette tapes as storage devices for the Apple I and early Apple II models.
December 1979: Xerox PARC Visit and GUI Inspiration
In December 1979, Steve Jobs and other Apple employees, including Jef Raskin, visited Xerox PARC, where they saw the Xerox Alto, which showcased a GUI. This visit inspired Jobs to implement a GUI in Apple's products, starting with the Apple Lisa.
1979: VisiCalc and Apple II's Business Market
In 1979, VisiCalc, the first "killer application" for businesses, chose the Apple II as its desktop platform. This spreadsheet program not only opened up a business market for the Apple II but also provided home users with an additional reason to buy it: compatibility with office software.
September 1980: End of Apple's Initial Revenue Surge
By September 1980, Apple's yearly sales had reached US$118 million, reflecting an extraordinary average annual growth rate of 533% since September 1977.
December 12, 1980: Apple's Initial Public Offering
On December 12, 1980, Apple went public with the ticker symbol "AAPL", offering 4.6 million shares at $22 per share, raising over $100 million.
1980: Opening of EMEA Headquarters
In 1980, Apple established its headquarters for Europe, the Middle East, and Africa (EMEA) in Cork, Ireland, marking its first location outside the United States.
1981: Jobs Takes Over Macintosh Division
In 1981, Jobs, frustrated with being removed from the Lisa team, assumed control of Apple's Macintosh division.
1982: Mariani One as Headquarters
From 1982 to 1993, Apple's headquarters were located at Mariani One.
1983: Apple Lisa Launch
Apple introduced the Lisa computer in 1983.
January 22, 1984: Macintosh Launch and "1984" Commercial
On January 22, 1984, Apple launched the Macintosh, the first personal computer without a programming language included in the package. Its debut was marked by "1984," an iconic $1.5 million television ad directed by Ridley Scott that aired during Super Bowl XVIII.
1984: Macintosh Launch
Apple unveiled the Macintosh computer in 1984.
1984: Apple's Unique Corporate Culture
By 1984, Apple's informal corporate culture, which contrasted with traditional corporations, had become a defining characteristic, as highlighted in their "1984" television advertisement.
1984: Launch of the Macintosh and the "1984" Super Bowl Ad
In 1984, Apple introduced the Macintosh computer to the world, accompanied by its groundbreaking "1984" Super Bowl commercial. This event marked a significant milestone for Apple, showcasing its innovative technology and captivating marketing strategy.
July 1985: Launch of Macintosh 512K, LaserWriter, and PageMaker
Under Sculley's leadership, Apple launched the Macintosh 512K with increased RAM, the LaserWriter printer, and PageMaker, an early desktop publishing application. These products contributed significantly to the desktop publishing market.
September 1985: Jobs' Resignation and NeXT
Following attempts to oust Sculley, Steve Jobs resigned from Apple in September 1985. He took several Apple employees with him and founded NeXT. Wozniak had also left Apple earlier in 1985.
1985: Internal Challenges and Departures
During 1985, Apple faced internal challenges, including high product costs and executive power struggles. This led to Steve Jobs leaving Apple to start NeXT, Inc., and Steve Wozniak pursuing other ventures.
1985: Macintosh Sales Slump and Power Struggle
In 1985, after an initial surge in sales, interest in the Macintosh waned due to its high price and limited performance. This led to a power struggle between Steve Jobs and CEO John Sculley, culminating in Jobs' removal as head of the Macintosh division.
1988: Introduction of Cooperative Multitasking
Apple introduced cooperative multitasking in System 5 in 1988 as a step towards modernizing the Macintosh operating system and enabling it to run several applications concurrently.
1989: Declining Sales and Loss of Market Share
In 1989, Apple faced declining sales and lost market share due to competition from IBM PC compatibles. This led to a drop in Apple's stock price and internal conflicts.
1989: Start of "First Golden Age" of the Macintosh
The period between 1989 and 1991 was deemed the "first golden age" of the Macintosh by MacAddict magazine, marked by innovative product releases and financial success.
January 1990: Gassée's Demotion
In January 1990, Sculley demoted Jean-Louis Gassée by appointing Michael Spindler as the chief operating officer. Gassée subsequently left Apple.
October 1990: Launch of Lower-Cost Macs
Apple introduced three lower-cost Macs in October 1990: the Macintosh Classic, the Macintosh LC, and the Macintosh IIsi. These models were successful due to pent-up demand.
1991: End of "First Golden Age" of the Macintosh
The period between 1989 and 1991 was deemed the "first golden age" of the Macintosh by MacAddict magazine, marked by innovative product releases and financial success.
1991: Launch of PowerBook and System 7
Apple released the influential PowerBook laptop and System 7, a major update to the Macintosh operating system, in 1991. These releases marked a period of growth and innovation for Apple.
1993: Sculley Replaced as CEO
Following product flops and loss of market share, Michael Spindler replaced John Sculley as CEO of Apple in 1993.
1993: Apple Campus Opening
Apple Campus, consisting of six buildings and encompassing 850,000 square feet, opened in 1993 and served as Apple's headquarters until the opening of Apple Park in 2017.
1993: Discontinuation of the Apple II Series
In 1993, the Apple II series was discontinued as the company shifted its focus to the Macintosh. The Apple IIe, the last model in the series, was discontinued in this year.
1993: Relocation to Apple Campus
In 1993, Apple relocated its headquarters to the Apple Campus.
1994: Copland Project
The Copland project in 1994 was another attempt by Apple to modernize the Macintosh operating system.
1994: AIM Alliance and Power Macintosh
Apple, IBM, and Motorola formed the AIM alliance in 1994, aiming to create a new computing platform (PReP) to compete with Windows. This year also saw the launch of the Power Macintosh, using Motorola's PowerPC processor.
1996: Apple Acquires NeXT and Jobs Returns
In late 1996, facing imminent bankruptcy, Apple acquired NeXT for $400 million. This move brought Steve Jobs back to Apple as an advisor.
1996: Amelio Becomes CEO and Implements Cost-Cutting Measures
Gil Amelio became Apple's CEO in 1996 and implemented cost-cutting measures, including layoffs, to address the company's financial challenges.
1996: Concerns Over Macintosh Clones
By 1996, Apple executives grew concerned that Macintosh clones were negatively impacting sales of their own high-end computers, where profit margins were highest.
1996: Evaluation of BeOS Acquisition
Apple considered purchasing BeOS in 1996 to modernize its operating system. However, negotiations with Be's CEO, Jean-Louis Gassée, broke down over the price.
February 9, 1997: NeXT Acquisition Finalized
The acquisition of NeXT was completed on February 9, 1997. Apple's board officially brought Jobs back as an advisor.
July 9, 1997: Jobs Becomes Interim CEO
On July 9, 1997, Jobs orchestrated a boardroom coup that led to Gil Amelio's resignation. Jobs became Apple's interim CEO.
August 1997: Microsoft's Investment in Apple
Steve Jobs secured a $150 million investment in Apple from Microsoft in August 1997. Microsoft also committed to continued Mac software development.
September 1997: End of Mac Clone Deals and Power Computing Acquisition
Jobs ended the Mac clone licensing deals in September 1997 and acquired Power Computing, the largest clone manufacturer.
November 10, 1997: Launch of Apple Store Website
On November 10, 1997, Apple launched its online store website, adopting a build-to-order manufacturing strategy.
1997: "Think different" Campaign Launched
Apple's iconic "Think different" advertising campaign, which became closely associated with the brand's image and philosophy, was launched in 1997.
1997: Apple's Acquisition of NeXT and Jobs' Return
In 1997, Apple found itself on the brink of bankruptcy. To address its operating system strategy and bring back Steve Jobs, Apple made the decision to acquire NeXT.
1997: Revamp of Apple's Retail Program and Online Store
In 1997, Steve Jobs initiated a revamp of Apple's retail program, recognizing the need for a better connection with customers. This included relaunching the online store, laying the foundation for the later opening of physical Apple Stores.
May 6, 1998: Apple Launches the iMac
On May 6, 1998, Apple unveiled the iMac, a revolutionary all-in-one computer that abandoned legacy technologies in favor of USB connectivity and pre-installed internet access. Its unique teardrop design, a hallmark of Jonathan Ive, quickly became iconic, contributing to the sale of 800,000 units within its first five months.
1998: "iThink, therefore iMac" Campaign
In 1998, Apple launched the "iThink, therefore iMac" campaign to promote the iMac, showcasing the product's unique features and design.
April 1999: Apple Launches Final Cut Pro
In April 1999, Apple released Final Cut Pro, a professional-grade digital video editing software, stemming from the acquisition of Macromedia's Key Grip project.
July 21, 1999: Apple Introduces the iBook
On July 21, 1999, Apple launched the iBook, a consumer-focused laptop, solidifying Jobs' strategy of a streamlined product line: the Power Macintosh G3 and PowerBook G3 for professionals, and the iMac and iBook for consumers. This approach prioritized quality and innovation by concentrating resources on a select group of products.
August 27, 1999: Apple Adopts Monochromatic Logo
On August 27, 1999, Apple officially transitioned from its iconic rainbow-colored logo to a monochromatic version, retaining the same bitten apple silhouette. This marked a significant change in Apple's brand identity.
October 1999: Apple Releases iMovie
In October 1999, Apple launched iMovie, a consumer-oriented video-editing application, further expanding its footprint in the digital media production landscape. This move followed the company's strategic acquisitions and development efforts in video editing software.
April 2000: Apple Releases DVD Studio Pro and iDVD
Apple acquired the German company Astarte in April 2000 to develop DVD authoring software. Apple repackaged Astarte's DVDirector as DVD Studio Pro, targeting professionals, and used its technology to create iDVD for consumers.
2000: Hiring of Ron Johnson to Lead Retail Strategy
Apple hired Ron Johnson in 2000 to spearhead the company's retail strategy. Johnson played a key role in developing the concept and execution of the Apple Store experience.
March 24, 2001: Apple Releases Mac OS X
After years of development and previous unsuccessful attempts, Apple launched its new operating system, Mac OS X, on March 24, 2001. Built upon NeXTSTEP, OPENSTEP, and BSD Unix, Mac OS X provided the stability and security of Unix with a user-friendly interface. It offered a Classic Environment to run legacy applications, bridging the gap for users migrating from Mac OS 9.
May 2001: First Apple Stores Open
In May 2001, defying skepticism about their potential success, Apple opened its first two retail stores in Virginia and California. These stores marked a significant shift in Apple's approach to presenting its products, eventually paving the way for a global network of over 500 stores.
May 2001: Opening of the First Two Apple Stores
In May 2001, under the leadership of Steve Jobs, Apple opened its first two retail stores. This marked a significant shift in Apple's retail strategy, aiming to create a more direct and engaging relationship with consumers.
October 23, 2001: Apple Introduces the iPod
Apple unveiled the iPod, its portable digital audio player, on October 23, 2001. Its launch on November 10, 2001, marked the beginning of a new era in music consumption.
November 10, 2001: iPod Goes on Sale
The iPod was released to the public on November 10, 2001, initiating a revolution in portable music listening. Its popularity quickly soared, reaching over 100 million units sold in six years, establishing Apple as a leader in the digital music market.
2002: "Think different" Campaign Ends
The "Think different" campaign ended in 2002, leaving a lasting legacy on Apple's brand identity.
2002: Apple Completes iLife Suite with iPhoto
In 2002, Apple rounded out its iLife suite with the release of iPhoto, marking a major step in the company's strategy to offer a comprehensive suite of digital media applications.
2003: Apple Launches iTunes Store
In 2003, Apple revolutionized music distribution with the launch of the iTunes Store, offering individual song downloads for 99 cents and seamless integration with the iPod.
2003: Apple's Stock Price Soars
Between early 2003 and 2006, Apple experienced a period of immense growth, with its stock price increasing more than tenfold. This surge reflected the company's rising success and dominance in the technology market.
June 6, 2005: Apple Announces Transition to Intel Processors
At the Worldwide Developers Conference on June 6, 2005, Jobs revealed Apple's intention to switch from PowerPC to Intel processors for its Mac computers in 2006. This strategic move marked a significant shift in Apple's hardware platform.
2005: Apple Recognized for Innovation
Since 2005, Boston Consulting Group has consistently ranked Apple as the world's most innovative brand, underscoring its focus on product development and design.
2005: Criticism of Power Mac Ads
Apple faced criticism for its Power Mac advertisements in 2005. The claims made in these campaigns were perceived as misleading or exaggerated, drawing negative attention to the company's marketing practices.
2005: Beginning of Anti-Competitive Practices
According to French regulators, Apple's anti-competitive practices, including price collusion with wholesalers, began in 2005. These practices aimed to limit competition and maintain higher prices for Apple products.
January 10, 2006: First Intel-Based Macs Released
On January 10, 2006, Apple launched the MacBook Pro and iMac, its inaugural computers powered by Intel's Core Duo CPU. This release marked the first step in a rapid transition to Intel processors for the entire Mac lineup.
August 7, 2006: Apple Completes Transition to Intel Chips
Ahead of its initial schedule, Apple finalized the transition to Intel processors for all Mac products by August 7, 2006, phasing out the Power Mac, iBook, and PowerBook brands. The Mac Pro, MacBook, and MacBook Pro emerged as their successors. This transition showcased Apple's ability to execute major technological shifts efficiently.
2006: Apple investigates labor practices
In 2006, Apple launched an investigation into its manufacturers' labor practices after media reports highlighted poor working conditions, leading to annual supplier audits starting in 2007.
2006: Working conditions in Shenzhen factory
In 2006, a Shenzhen factory assembling iPods had over 200,000 workers, who often worked more than 60 hours per week for around $100 per month, with significant portions of their earnings going towards rent and food.
January 9, 2007: Apple Computer, Inc. Becomes Apple Inc.
At the Macworld Expo on January 9, 2007, Jobs announced the renaming of Apple Computer, Inc. to Apple Inc., signaling a shift from computers to consumer electronics. This event coincided with the unveiling of the iPhone and the Apple TV, further solidifying Apple's expansion beyond personal computers.
February 6, 2007: Jobs Expresses Willingness to Sell DRM-Free Music
On February 6, 2007, Jobs published an article on Apple's website expressing the company's willingness to sell DRM-free music on iTunes if record labels agreed to abandon the technology. This move indicated Apple's awareness of growing consumer frustration with digital rights management restrictions.
April 2, 2007: Apple and EMI Announce DRM Removal
On April 2, 2007, Apple and EMI jointly declared the removal of DRM technology from EMI's music catalog on the iTunes Store, effective May 2007. This groundbreaking agreement marked a significant step towards a more open and consumer-friendly digital music market.
May 2007: DRM-Free Music from EMI Available on iTunes
In May 2007, as per the agreement with Apple, EMI removed DRM from its music catalog on the iTunes Store. This move paved the way for other record labels to follow suit, reflecting a growing industry trend towards DRM-free music distribution.
June 2007: Apple Introduces Mercury-Free Displays
In June 2007, Apple started using mercury-free LED-backlit LCD displays and arsenic-free glass in its computers, beginning with the MacBook Pro, demonstrating their commitment to environmentally friendly materials.
2007: Apple's annual supplier audits begin
In 2007, Apple began annual audits of its suppliers to address labor rights issues, gradually raising standards and discontinuing relationships with non-compliant suppliers.
2007: Apple Inc. and Apple Corps Ltd. Settle Trademark Dispute
The long-standing trademark dispute between Apple Inc. and Apple Corps Ltd., stemming from the similar names and potential for market confusion, was finally settled in 2007.
May 2008: Climate Counts Gives Apple Low Score for Environmental Practices
In May 2008, Climate Counts, a non-profit organization promoting environmentally responsible companies, awarded Apple a score of 11 out of 100 for its environmental performance. This low score placed Apple last among electronics companies, leading Climate Counts to label Apple as a brand to "avoid for the climate-conscious consumer."
July 2008: Apple Launches the App Store
In July 2008, Apple introduced the App Store, a platform for selling third-party applications for the iPhone and iPod Touch. Within its first month, the App Store achieved remarkable success, selling 60 million applications and generating an average daily revenue of $1 million, signaling the dawn of a thriving mobile application market.
August 2008: Jobs Predicts App Store to be Billion-Dollar Business
In August 2008, given the App Store's immediate success, Jobs predicted that it would evolve into a billion-dollar business for Apple, underscoring the platform's potential to transform the software industry and mobile device usage.
October 2008: Apple Becomes Third-Largest Mobile Handset Supplier
By October 2008, fueled by the iPhone's global popularity, Apple ascended to the position of the third-largest mobile handset supplier in the world. This achievement highlighted the iPhone's impact on the mobile phone market and Apple's successful expansion into the mobile device sector.
2008: Publication of yearly progress reports
Starting in 2008, Apple published yearly progress reports on its efforts to improve labor conditions in its supply chain.
2008: Apple Eliminates PVC and BFRs
In 2008, Apple became the first electronics company to completely remove polyvinyl chloride (PVC) and brominated flame retardants (BFRs) from all of its products, setting a new industry standard for environmental responsibility.
2008: Apple Ranked Most Admired Company
In 2008, Fortune magazine recognized Apple as the most admired company in the United States and globally, reflecting its strong brand reputation and financial performance.
January 14, 2009: Jobs Announces Medical Leave of Absence
On January 14, 2009, Jobs announced a six-month medical leave of absence from Apple until the end of June 2009. He emphasized his need to focus on his health and alleviate the distractions caused by public speculation about his well-being. Jobs expressed confidence in Apple's ability to continue delivering exceptional products during his absence.
January 2009: All iTunes Music Becomes DRM-Free
In January 2009, Apple announced that all songs on the iTunes Store were available without their FairPlay DRM. This landmark achievement followed years of negotiations and industry shifts, resulting in a more open and flexible digital music experience for consumers.
June 2009: iPhone 3GS Achieves Environmental Standards
By June 2009, Apple's iPhone 3GS was manufactured without PVC, arsenic, or BFRs, signifying the company's ongoing efforts to create more environmentally friendly products.
June 2009: End of Jobs' Medical Leave of Absence
Jobs was on medical leave of absence until June 2009. During this period, despite economic recession, Apple recorded its best non-holiday quarter with significant revenue and profit. This demonstrated the company's resilience and strong market position even in challenging circumstances.
2009: First Appearance on Glassdoor
In 2009, Apple was ranked 19th on Glassdoor's list of best places to work.
January 27, 2010: Apple Unveils the iPad
After years of rumors and speculation, Apple unveiled the iPad on January 27, 2010. The iPad was a large-screen tablet running the same operating system as the iPhone, ensuring compatibility with all iPhone apps.
April 3, 2010: iPad Launch
On April 3, 2010, Apple launched the iPad in the US, selling over 300,000 units on its first day and reaching 500,000 sales by the end of the week.
May 2010: Apple's Market Cap Exceeds Microsoft
In May 2010, Apple reached a significant milestone as its market capitalization surpassed that of Microsoft for the first time since 1989.
June 2010: iPhone 4 Release and iPod Line Refresh
June 2010 saw the release of the iPhone 4, featuring FaceTime video calling, multitasking, and a redesigned antenna system. Apple also revamped its iPod line, introducing a multi-touch iPod Nano, an iPod Touch with FaceTime, a clickwheel-equipped iPod Shuffle, and a smaller, more affordable second-generation Apple TV with movie and show rentals.
November 2010: Foxconn suicides and Apple's response
Between January and November 2010, 18 Foxconn employees attempted suicide, resulting in 14 deaths. Apple investigated and publicly responded to the suicides, highlighting serious labor violations.
2010: Apple's probe into labor practices
In early 2010, Apple published the results of its probe into labor practices, identifying serious violations and child labor. Apple committed to implementing changes following the Foxconn suicides.
2010: Apple Exceeds Global Recycling Goal
In 2010, Apple surpassed its self-imposed global recycling target, highlighting its commitment to waste reduction and responsible resource management.
2010: Apple's labor violation controversies
In 2010, despite Apple's efforts to reform labor practices following the Foxconn suicides, reports indicated continued labor violations, leading to significant scrutiny and controversy.
2010: Workers' lawsuit and exposure to toxins
In 2010, Chinese workers planned to sue iPhone contractors over poisoning from a cleaner used on LCD screens. Additionally, workers exposed to hexane experienced severe health issues, and many were forced to sign anti-suicide agreements.
2010: Previous Year Revenue
In 2010, Apple's annual revenue reached $65 billion.
2010: Climate Counts Upgrades Apple to "Striding" Category
In 2010, Climate Counts significantly upgraded Apple's environmental score to 52 out of 100, placing the company in their top "Striding" category. This marked a substantial improvement from the 11 points Apple received in 2008.
2010: Apple Supports Haiti Earthquake Relief
In 2010, Apple leveraged its iTunes platform to encourage donations towards relief efforts following the devastating earthquake in Haiti.
January 17, 2011: Jobs' Medical Leave and Apple's Brand Value
Steve Jobs announced a medical leave of absence on January 17, 2011, with Tim Cook taking over daily operations. Despite this, Apple became the world's most valuable consumer-facing brand.
June 2011: iCloud Unveiled
In a surprise appearance, Steve Jobs unveiled iCloud in June 2011. This online storage and syncing service replaced MobileMe, marking Jobs' final product launch before his death.
June 2011: Steve Jobs' Proposal for Apple Park
Steve Jobs, co-founder of Apple, presented his vision for Apple Park to the Cupertino City Council in June 2011. This marked his final public appearance before his death.
August 24, 2011: Jobs Resigns as CEO
Steve Jobs resigned as CEO of Apple on August 24, 2011, with Tim Cook taking his place. Jobs then became Apple's chairman.
September 2011: Annual Revenue
In its 2011 fiscal year ending in September, Apple achieved $108 billion in revenue, marking a substantial increase from $65 billion in 2010.
October 5, 2011: Steve Jobs' Death
Steve Jobs passed away on October 5, 2011, signifying the end of an era for Apple.
November 1, 2011: Ron Johnson's Resignation
On November 1, 2011, Ron Johnson resigned from his position as Senior Vice President of Retail Operations at Apple. He was responsible for aspects of retail like site selection and store layout but did not have control over inventory.
November 2011: Greenpeace Recognizes Apple's Sustainability Efforts
In November 2011, Greenpeace acknowledged Apple's sustainability initiatives by ranking them fourth out of fifteen electronics companies in its Guide to Greener Electronics. Apple was praised for exceeding its global recycling goal and eliminating PVC and BFRs from its products, but also received criticism for not verifying its greenhouse gas emissions data or setting emission reduction targets.
2011: Apple's Startup-like Culture
In 2011, a Fortune report described Apple's corporate culture as more similar to a startup than a multinational company.
2011: Apple Stores Achieve Top-Tier Retail Status
In 2011, driven by strong product sales, Apple Stores reached top-tier retail status, generating over \$16 billion in global sales. This achievement solidified Apple's position as a retail powerhouse and highlighted the effectiveness of its retail strategy.
2011: Apple's Reign as the World's Largest Company
From 2011, Apple embarked on a remarkable journey, becoming the world's largest company by market capitalization, a position it held for much of the period until 2024.
2011: Apple acknowledges worsening child labor practices
In 2011, Apple admitted that child labor practices among its suppliers in China had worsened, despite ongoing efforts to improve labor conditions.
2011: Apple Supports Japan Earthquake Relief
In 2011, Apple again utilized its iTunes platform to facilitate donations for relief efforts after the earthquake in Japan.
2011: Apple's High Profit Margins
In 2011, Apple's profit margins reached 40%, significantly higher than most other hardware companies which ranged from 10% to 20%. The company's efficient manufacturing, procurement, and logistics strategies allowed for large product launches without requiring large inventories.
2011: Steve Jobs' Resignation and Tim Cook's Succession
In 2011, Steve Jobs resigned from his position at Apple due to health issues, and he sadly passed away two months later. Tim Cook succeeded him as CEO.
January 2012: Apple Adopts Halogen-Free Cables
In January 2012, Apple instructed its cable manufacturer, Volex, to begin producing halogen-free USB and power cables, as part of its continued efforts to adopt environmentally friendly materials in its products.
January 19, 2012: iBooks Textbooks and iBooks Author Launched
On January 19, 2012, Phil Schiller announced iBooks Textbooks for iOS and iBooks Author for Mac OS X, furthering Jobs' vision to revolutionize education and the textbook industry.
March 19, 2012: Dividend Announcement
On March 19, 2012, Apple announced a dividend of $2.65 per share, subject to board approval, starting in the fourth quarter of 2012.
April 17, 2012: Apple Pledges to Transition to 100% Renewable Energy
In response to a Greenpeace protest, Apple issued a statement on April 17, 2012, committing to phase out its reliance on coal and transition to 100% renewable energy. This decision marked a significant step towards greater environmental sustainability for the company.
July 2012: Tim Cook expresses interest in Indian market
In July 2012, Tim Cook expressed his interest in the Indian market during a conference call, despite seeing larger opportunities elsewhere due to India's cost-intensive manufacturing requirements.
August 20, 2012: Apple's Record Market Capitalization
Apple achieved a record market capitalization of \$624 billion on August 20, 2012, surpassing Microsoft's 1999 record.
August 24, 2012: Apple Wins Lawsuit Against Samsung
A US jury ruled in favor of Apple on August 24, 2012, ordering Samsung to pay \$1.05 billion in damages for intellectual property infringement. Samsung later appealed, leading to a reduction in damages and a retrial.
September 21, 2012: iPhone 5 Launch
On September 21, 2012, the iPhone 5 was released, becoming Apple's most successful iPhone launch to date with over two million pre-orders.
October 30, 2012: Apple's Low Effective Tax Rate in the UK Questioned
On October 30, 2012, British Conservative Party MP Charlie Elphicke published research revealing that some multinational corporations, including Apple, were generating substantial profits in the UK while paying an effective tax rate of only 3% to the UK Treasury. This rate was significantly lower than standard corporate tax rates. Elphicke urged Chancellor George Osborne to compel these companies, including Google and Coca-Cola, to disclose their effective UK tax rates. He also advocated for withholding government contracts from companies not paying their fair share of UK taxes.
November 3, 2012: iPad Mini and Fourth-Generation iPad Launch
The iPad Mini and fourth-generation iPad were released on November 3, 2012, selling three million units within three days.
November 10, 2012: Apple and HTC Reach Settlement
Apple and HTC settled all existing lawsuits and signed a ten-year licensing agreement on November 10, 2012. This deal is estimated to generate \$280 million annually for Apple.
November 2012: Apple Donates to Hurricane Sandy Relief Efforts
In November 2012, Apple donated $2.5 million to the American Red Cross to support relief efforts following the devastation caused by Hurricane Sandy.
2012: Peak Ranking on Glassdoor
Apple achieved its highest ranking on Glassdoor's list of best places to work in 2012, reaching the 10th position.
2012: Independent Reseller Files Complaint Against Apple
In 2012, an independent reseller, eBizcuss, filed a complaint against Apple, alleging anti-competitive behavior. This complaint ultimately led to an investigation by French authorities and the subsequent fine imposed on Apple in 2020.
2012: Apple Maintains Top Ranking
Apple continued to hold its position as the world's most admired company until 2012, solidifying its status as a global leader.
2012: Previous Fortune 500 Ranking
Before entering the top ten, Apple held a lower ranking on the Fortune 500 list in 2012.
May 2013: US Senate Report Highlights Apple's Offshore Tax Practices
In May 2013, a US Senate report concluded that Apple used an unusual global tax structure to minimize its tax liabilities. The report revealed that Apple held billions of dollars in profits in Irish subsidiaries, effectively paying minimal to no taxes to any government. The report highlighted how Apple exploited differences in Irish and U.S. tax residency rules to its advantage.
May 2013: Entry into Fortune 500 Top 10
Apple entered the top ten of the Fortune 500 list in May 2013, moving up to sixth place from its 2012 ranking.
May 21, 2013: Tim Cook Defends Apple's Tax Strategies
On May 21, 2013, in response to the US Senate report, Apple CEO Tim Cook defended the company's tax practices during a Senate hearing.
September 30, 2013: Apple Becomes World's Most Valuable Brand
On September 30, 2013, Apple achieved a significant milestone by surpassing Coca-Cola to become the world's most valuable brand according to the Omnicom Group's "Best Global Brands" report.
November 2013: Apple Supports Typhoon Haiyan Relief Efforts
In November 2013, Apple used its iTunes platform to encourage donations for relief efforts in the wake of Typhoon Haiyan in the Philippines.
2013: Peak iPad Sales
Apple experienced peak iPad sales in 2013, highlighting the product's initial popularity.
2013: Apple Achieves 100% Renewable Energy for Data Centers
By 2013, Apple successfully transitioned its data centers to 100% renewable energy sources. In addition, 75% of the company's overall power was derived from clean and renewable sources, demonstrating significant progress towards its sustainability goals.
May 2014: Apple Acquires Beats Electronics
In May 2014, Apple acquired Beats Electronics, the company behind "Beats by Dr. Dre" headphones and speakers, and the Beats Music streaming service, for a record \$3 billion.
September 9, 2014: Apple Watch Launch
Apple launched the Apple Watch on September 9, 2014, initially promoting it as a fashion accessory and iPhone complement, aiming to reduce smartphone reliance. However, Apple later shifted focus to health and fitness features, competing with activity trackers.
November 2014: Apple Supports Product Red AIDS Charity
In November 2014, Apple, a partner of the Product Red fundraising campaign for AIDS charity, directed all App Store revenue for a two-week period to the fundraiser. This initiative generated over US$20 million for the cause.
December 2014: Report on inhumane conditions at Zhen Ding Technology
In December 2014, the Institute for Global Labour and Human Rights reported inhumane conditions for 15,000 workers at Zhen Ding Technology's factory, a major supplier for Apple, highlighting extreme working hours and poor living conditions.
2014: Apple Encrypts iOS Device Contents
Starting with iOS 8 in 2014, Apple implemented encryption for all content on iOS devices. This encryption was tied to users' passcodes, preventing Apple from accessing user data, even in response to law enforcement requests.
2014: BBC investigation into factory conditions
A 2014 BBC investigation found that excessive working hours and other labor violations persisted in Apple’s supply chain, particularly at the Pegatron factory, despite Apple's previous commitments to reform.
2014: Retail Employee Estimate
According to Apple's 2014 SEC filing, approximately half of their employees were working in retail.
2014: Dominance in Smartphone Profits
According to a Canaccord Genuity report, Apple accounted for 65% of total profits among the eight largest global smartphone manufacturers during the first quarter of 2014.
2014: Opening of Austin Campus
Apple opened a campus in Austin, Texas, in 2014, housing 500 engineers working on Apple silicon.
2014: Jony Ive Highlights Personal Connection with Apple Products
In 2014, Jony Ive, Apple's then-chief design officer, emphasized the strong personal connection users had with Apple products, contributing to the brand's strong following.
January 2015: Zero Waste to Landfill Standard Implementation
Starting in January 2015, Apple implemented the UL Zero Waste to Landfill standard for its final assembly sites in China, ensuring that manufacturing waste is reused, recycled, composted, or converted into energy.
May 2015: Greenpeace Praises Apple's Renewable Energy Efforts
In May 2015, Greenpeace, as part of its evaluation of the "Green Internet," commended Apple's environmental practices, specifically highlighting the company's commitment to renewable energy. Greenpeace recognized Apple for setting a new industry standard and demonstrating the feasibility of a 100% renewable internet, providing a model for other companies seeking to achieve sustainability.
2015: Apple Supports European Migrant Crisis Relief
In 2015, Apple continued its practice of using the iTunes platform to encourage donations, this time in response to the European migrant crisis.
2015: Increase in Full-time Employees
In 2015, Apple employed 110,000 full-time workers.
2015: Apple's Water Usage
In 2015, Apple used 573 million gallons of water due to increased activity in retail, corporate, and data centers. However, Apple's data centers recycled water 35 times during this period.
2015: Increase in Smartphone Profit Share
Apple's share of earnings within the smartphone market increased to 92% in the first quarter of 2015.
January 2016: One Billion Active Apple Devices
In January 2016, Apple announced that over one billion Apple devices were in active use globally.
February 2016: Apple Issues Green Bond
In February 2016, Apple issued a groundbreaking $1.5 billion green bond, the first of its kind by a U.S. tech company. This bond was designed to finance environmental projects, furthering Apple's commitment to sustainability.
March 2016: Apple Achieves 93% Renewable Energy Usage
By March 2016, Apple had reached its goal of powering 93% of its global operations with renewable energy, as part of its ongoing environmental initiative.
March 21, 2016: Apple's Environmental Initiatives Update
On March 21, 2016, Apple provided an update on its environmental initiatives, stating that 93% of its worldwide operations were powered by renewable energy. They also highlighted their efforts to use sustainable paper in product packaging and partnerships with the Conservation Fund and World Wildlife Fund to preserve forests. Apple also announced Liam, a robot designed for recycling iPhones.
April 14, 2016: Apple Partners with WWF for Apps for Earth Campaign
On April 14, 2016, Apple and the World Wide Fund for Nature (WWF) announced a partnership aimed at environmental protection. As part of the collaboration, Apple launched a dedicated Apps for Earth page on the iTunes App Store. Apple pledged that WWF would receive 100% of the proceeds from participating applications until April 24, including purchases of paid apps and in-app purchases. The Apps for Earth campaign raised over $8 million to support WWF's conservation efforts, as announced at WWDC 2016 in San Francisco.
May 2016: Apple's expansion in India
In May 2016, Apple opened an iOS app development center in Bangalore and a maps development office in Hyderabad. Production of the iPhone SE began in India for a small number of units.
May 2016: Redesign of Apple Stores
Beginning in May 2016, Apple undertook a major redesign of its retail stores. The redesign included physical changes, such as open spaces and rebranding of rooms, and functional changes to foster more interaction between consumers and professionals.
June 6, 2016: Apple Ranks High on Fortune 500
On June 6, 2016, Fortune released its Fortune 500 list, ranking Apple as the top tech company and third overall with \$233 billion in revenue for the 2015 fiscal year.
June 6, 2016: Apple's Solar Farms Achieve Significant Capacity
As of June 6, 2016, Apple's solar farms in California and Nevada had reached a combined solar generation capacity of 217.9 megawatts. This achievement highlighted Apple's growing investment in renewable energy.
August 16, 2016: Apple Supplier's Commitment to Renewable Energy
On August 16, 2016, Lens Technology, one of Apple's major suppliers in China, committed to powering all of its glass production for Apple with 100% renewable energy by 2018. Apple also announced that all of its final assembly sites in China were compliant with UL's Zero Waste to Landfill validation.
December 21, 2016: Nokia Files Lawsuit
On December 21, 2016, Nokia initiated legal action against Apple in the US and Germany, alleging infringement of Nokia's patents by Apple products.
2016: Apple's Environmental Progress
In 2016, Apple announced that 100% of its U.S. operations and data centers were powered by renewable energy. Globally, 93% of Apple's operations ran on renewable energy. They offset their electricity usage by connecting to local grids that used a mix of fossil and renewable energy sources.
2016: Introduction of Privacy-Focused Techniques for Cloud Storage
In 2016, as cloud storage gained popularity, Apple introduced privacy-enhancing techniques. These included local facial recognition scans and encryption of data before uploading to iCloud, further strengthening user privacy.
2016: European Commission Rules Against Apple's Tax Practices in Ireland
In 2016, the European Commission, after a two-year investigation, concluded that Apple's use of a hybrid Double Irish tax arrangement constituted "illegal state aid" from Ireland. Apple was ordered to pay 13 billion euros ($14.5 billion) in unpaid taxes, marking the largest corporate tax fine in history. This decision was later overturned by the European General Court, which cited insufficient evidence from the commission.
2016: Cash Reserves
As of 2016, Apple possessed approximately $234 billion in cash and marketable securities, with 90% held outside the United States for tax reasons.
March 2017: Apple Releases Red iPhone 7 for Product Red
In March 2017, Apple demonstrated its continued support for Product Red by releasing a special edition iPhone 7 with a red color finish.
April 2017: Apple Park Opening
Apple Park, the company's headquarters in Cupertino, California, officially opened in April 2017. The circular building, which can accommodate over 12,000 employees, was designed to resemble a nature refuge rather than a typical business park.
April 30, 2017: Report on Cash Reserves
On April 30, 2017, The Wall Street Journal reported that Apple had amassed $250 billion in cash reserves. Apple officially confirmed this figure, stating it had $256.8 billion in reserves a few days later.
May 2017: Apple announces $1 billion funding for advanced manufacturing
In May 2017, Apple announced a $1 billion funding project for advanced manufacturing in the United States, investing $200 million in Corning Inc., which manufactures Gorilla Glass used in iPhones.
June 2017: HomePod Announcement
Apple announced its smart speaker, HomePod, in June 2017, aiming to compete with Sonos, Google Home, and Amazon Echo.
June 2017: Apple Expands into Original Video Content
In June 2017, Apple appointed Jamie Erlicht and Zack Van Amburg to head its new worldwide video unit.
September 2017: AirPower Announcement
Apple introduced the AirPower wireless charger alongside the iPhone X, iPhone 8, and Apple Watch Series 3 in September 2017, intended to charge multiple devices simultaneously.
September 2017: Apple's Employee Count
In September 2017, Apple announced it had over 123,000 full-time employees.
October 2017: Apple Claims to be the World's Largest Taxpayer
In October 2017, Tim Cook, in an interview with German newspaper FAZ, asserted that Apple was the world's largest taxpayer. This followed Apple's earlier statement claiming to be the single largest taxpayer in the U.S., with an effective tax rate of approximately 26% as of Q2 FY2016.
November 2017: Apple Ventures into Scripted Programming
Apple announced its move into original scripted programming in November 2017, revealing a drama series with Jennifer Aniston and Reese Witherspoon and a reboot of Amazing Stories with Steven Spielberg.
November 2017: Investigation into Patent Infringement
The United States International Trade Commission launched an investigation in November 2017 regarding allegations of patent infringement related to Apple's remote desktop technology.
December 2017: Global Expansion of Apple Stores
By December 2017, Apple had significantly expanded its retail presence, with 499 stores operating across 22 countries. This global expansion demonstrated the success of Apple's retail model and its ability to reach a wider customer base.
December 2017: Glassdoor Ranking
In December 2017, Glassdoor ranked Apple as the 48th best place to work, a decrease from its original ranking of 19th in 2009 and its peak at 10th in 2012.
2017: Transition from Apple Campus to Apple Park
Apple transitioned its headquarters from Apple Campus to Apple Park in 2017.
2017: End of Anti-Competitive Practices
French regulators identified that Apple's anti-competitive practices continued until 2017. These practices, which included colluding with wholesalers to control prices, stifled competition and disadvantaged independent resellers.
2017: Apple Donates to Hurricane Relief and Earthquake Relief
In 2017, Apple demonstrated its commitment to disaster relief by donating $5 million to support recovery efforts for Hurricane Irma and Hurricane Harvey, as well as for the Central Mexico earthquake.
2017: Wozniak's Inspiration for Apple
In 2017, Steve Wozniak, co-founder of Apple, revealed that his experiences watching Star Trek and attending conventions as a youth served as inspiration for co-founding Apple.
2017: First Mention of RealityOS
The operating system "RealityOS," intended for Apple's VR and AR headsets, was first mentioned in 2017.
June 2018: Apple Signs Agreements for Original Content
Apple signed the Writers Guild of America's minimum basic agreement, entered a multi-year content partnership with Oprah Winfrey, and partnered with Sesame Workshop, DHX Media (including its Peanuts Worldwide subsidiary), and A24 for original films and series in June 2018.
August 2, 2018: Apple Reaches $1 Trillion Market Value
On August 2, 2018, Apple etched its name in history by becoming the first publicly traded U.S. company to reach a market value of $1 trillion.
August 3, 2018: Apple Becomes the World's Largest Publicly Traded Company
On August 3, 2018, Apple achieved the distinction of being the world's largest publicly traded corporation by market capitalization.
August 2018: Apple Achieves $1 Trillion Valuation
In a groundbreaking moment in August 2018, Apple became the first publicly traded U.S. company to reach a valuation exceeding $1 trillion.
September 2018: Apple Acquires Shazam
Apple's acquisition of Shazam, a company specializing in music and media recognition, was approved by the European Union in September 2018. The deal, reportedly worth \$400 million, was seen as a move to bolster Apple Music.
2018: Lens Technology to Achieve 100% Renewable Energy
By 2018, Apple's supplier, Lens Technology, aimed to power all of its glass production for Apple with 100% renewable energy, reflecting Apple's efforts to reduce its environmental impact in China.
2018: Apple Repatriates $285 Billion to the U.S.
In 2018, Apple repatriated $285 billion to the United States. This move resulted in a $38 billion tax payment, which was spread over the subsequent eight years.
March 2019: AirPower Cancellation
The AirPower wireless charger, initially slated for release in early 2018, was canceled in March 2019, marking the first product cancellation under Tim Cook's leadership.
April 2019: iPhone 7 manufacturing in India
In April 2019, Apple started manufacturing the iPhone 7 at its Bengaluru facility to meet local demand while negotiating for more incentives from the Indian government.
December 2019: Location Services Indicator Controversy
In December 2019, a controversy emerged regarding the location services indicator on iPhone 11 Pro models. Security researcher Brian Krebs discovered that the indicator remained active even when all location services were disabled, raising privacy concerns.
2019: Apple Focuses on Expanding Service Revenues
In 2019, Apple announced its strategic focus on expanding its service-based revenues, marking a significant shift in its business strategy.
2019: Foxconn managers use rejected parts
In 2019, reports emerged that some Foxconn managers had used rejected parts to build iPhones, prompting Apple to investigate the issue.
March 16, 2020: France Fines Apple for Anti-Competitive Practices
On March 16, 2020, Apple was fined €1.1 billion by France for engaging in anti-competitive practices. The French authorities determined that Apple had colluded with wholesalers to maintain artificially high prices and hinder independent resellers.
June 22, 2020: Apple Announces Transition to In-House Processors
At the WWDC keynote speech on June 22, 2020, Apple revealed its plan to shift away from Intel processors for its Mac computers, opting instead for its own internally developed processors. This move was anticipated by industry experts and promised significant performance improvements over existing Intel-based Macs.
July 21, 2020: Apple Pledges Carbon Neutrality by 2030
On July 21, 2020, Apple announced its ambitious plan to achieve carbon neutrality across its entire business, manufacturing supply chain, and product life cycle by 2030. The company planned to implement low carbon product designs, increase energy efficiency, expand renewable energy usage, and invest in process and material innovations and carbon removal strategies.
August 13, 2020: Epic Games Sues Apple and Google
On August 13, 2020, Epic Games, the creator of Fortnite, sued Apple and Google after the game was removed from their respective app stores. The lawsuits arose from Apple and Google blocking Fortnite due to its introduction of a direct payment system that bypassed their fees.
August 2020: Apple's Valuation Reaches $2 Trillion
In August 2020, Apple further cemented its financial success by achieving a remarkable valuation of $2 trillion.
August 19, 2020: Apple Reaches \$2 Trillion Market Cap
On August 19, 2020, Apple's stock price reached \$467.77, briefly making it the first US company with a market capitalization of \$2 trillion.
September 2020: Apple Sells Over 500 Million iPads
By September 2020, Apple had sold over 500 million iPads, marking a significant milestone. Despite sales peaking in 2013, the iPad maintained its position as the leading tablet computer in terms of sales by the second quarter of 2020.
September 2020: Formation of the Coalition for App Fairness
In September 2020, Epic Games, along with 13 other companies, established the Coalition for App Fairness. The coalition advocates for improved conditions for app inclusion in app stores, challenging the dominance and practices of Apple and Google.
November 10, 2020: First Macs with Apple Processors Released
On November 10, 2020, Apple launched the MacBook Air, MacBook Pro, and Mac Mini, making them the first Mac devices to be powered by Apple's own M1 processor.
December 2020: Facebook Agrees to Assist Epic Games in Legal Battle
In December 2020, Facebook pledged to support Epic Games in its lawsuit against Apple. Facebook's assistance included providing documents and materials relevant to the case, signaling its opposition to Apple's app store policies.
2020: Apple's India retail plans
At the beginning of 2020, Tim Cook announced plans to open Apple's first physical outlet in India in 2021, with an online store launching by the end of 2020.
2020: Apple's Chip Development Strategy Amidst Semiconductor Shortage
The Wall Street Journal reported that Apple's strategic decision to develop its own chips proved advantageous during the 2020 semiconductor shortage caused by the COVID-19 pandemic. This move resulted in increased profitability for Apple, particularly due to the surge in sales of M1-based Macs in 2020 and 2021.
January 13, 2021: Apple Launches Racial Equity and Justice Initiative
On January 13, 2021, in the wake of George Floyd's murder in 2020 and the subsequent global focus on racial injustice, Apple announced a $100 million Racial Equity and Justice Initiative. This initiative aimed to combat institutional racism on a global scale.
January 2021: 1.65 Billion Active Apple Devices
By January 2021, the number of active Apple devices reached an impressive 1.65 billion, reflecting the widespread adoption of Apple's products globally.
March 16, 2021: Management of Apple Inc.
As of March 16, 2021, Apple Inc. had a management team in place to oversee various aspects of the company's operations.
April 2021: Apple Launches $200 Million Climate Change Fund
In April 2021, Apple established a $200 million fund to address climate change by removing 1 million metric tons of carbon dioxide from the atmosphere annually.
2021: Apple's global component sourcing and assembly
As of 2021, Apple sourced components from 43 countries, with the majority of assembling done by Taiwanese firms Foxconn, Pegatron, Wistron, and Compal Electronics, primarily in China, Brazil, and India.
2021: Apple's first physical outlet in India
By 2021, Apple planned to open its first physical retail store in India, following the launch of an online store at the end of 2020.
2021: Expansion of Austin Campus
In 2021, Apple expanded its Austin campus with a new facility, employing 6,000 people in areas like technical support and Apple Maps data management.
2021: Implementation of App Tracking Transparency
In 2021, Apple introduced "App Tracking Transparency" with an iOS 14 update. This feature required app developers to explicitly ask users for permission to track their activity, significantly impacting targeted advertising practices.
2021: TSMC's significant role in Apple's SoCs
In 2021, TSMC manufactured the majority of Apple's smartphone SoCs, accounting for over 25% of TSMC's income. The Bionic lineup and M series SoCs were exclusively made by TSMC.
2021: Epic Games vs. Apple Trial
The legal battle between Epic Games and Apple continued into 2021. The trial focused on Apple's app store policies, particularly its control over in-app purchases and the fees it charges developers.
2021: Apple's Chip Strategy Inspires Other Tech Giants
Apple's success with its in-house chip development inspired other major tech companies such as Tesla, Amazon, and Meta Platforms to explore similar strategies in 2021.
January 2022: Apple's Valuation Soars to $3 Trillion
Apple's extraordinary growth continued, as evidenced by its valuation reaching an unprecedented $3 trillion in January 2022.
January 2022: Ericsson Sues Apple
In January 2022, Ericsson filed a lawsuit against Apple concerning unpaid royalties for 5G technology.
February 2022: Apple's Carbon Neutrality Pledge Scrutinized
In February 2022, the NewClimate Institute, a German environmental think tank, questioned the validity of Apple's carbon neutrality pledge, arguing that it lacked transparency and evidence to support its claims.
March 30, 2022: Apple Provides User Data to Hackers Impersonating Law Enforcement
On March 30, 2022, reports surfaced that Apple had provided user data to hackers who had impersonated law enforcement officials using forged documents. This incident raised serious concerns about Apple's verification processes for law enforcement requests.
April 2022: Apple Launches Self-Service Repair Program
In April 2022, Apple launched an online store offering access to repair manuals and genuine replacement parts for recent iPhone models. This self-service repair program, initially available only in the US, aimed to provide users with more control over their device repairs, though the cost difference compared to official repairs was expected to be minimal.
April 2022: Samsung Electro-Mechanics to Collaborate on M2 Chip
Reports in April 2022 indicated that Samsung Electro-Mechanics would partner with Apple on the production of its M2 chip, replacing LG Innotek. Developer logs also revealed that Apple was testing at least nine new Mac models equipped with four different variations of the M2 chip.
May 2022: Trademark Filed for RealityOS
Apple filed a trademark for "RealityOS" in May 2022. This operating system, first mentioned in 2017, is believed to be designed for Apple's rumored virtual and augmented reality headsets. Bloomberg reported that the headset could launch in 2023.
June 18, 2022: First Apple Store Unionizes in the US
On June 18, 2022, the Apple Store in Towson, Maryland, made history as the first Apple Store in the United States to unionize. Employees voted to join the International Association of Machinists and Aerospace Workers.
July 7, 2022: Apple Introduces Lockdown Mode
Reacting to the Pegasus spyware revelations, Apple introduced "Lockdown Mode" on July 7, 2022, as part of macOS 13 and iOS 16. This feature aimed to bolster security for high-risk individuals by enhancing protections against targeted zero-day malware.
July 2022: Apple Reports Decline in Q3 Profits
In July 2022, Apple announced an 11% year-on-year decline in its Q3 profits. While its revenue for the same period increased by 2% to $83 billion, this growth was notably lower than the 36% rise observed in 2021. The downturn is attributed to a slowing global economy and supply chain issues in China.
September 3, 2022: Stock Split Adjustment
As of September 3, 2022, the IPO price of Apple's shares, adjusted for stock splits, was $.10 per share.
2022: Apple's Revenue in Russia
In 2022, Apple generated 85 billion rubles in revenue from its operations in Russia.
2022: Apple's Revenue Milestone
During 2022, Apple solidified its dominance in the technology sector by achieving the highest revenue among all technology companies, reaching an impressive US$394.3 billion.
2022: Wingtech gains foothold in Apple's supply chain
During the 2022 COVID-19 protests in China, Wingtech, a state-owned company, gained a stronger position in Apple's supply chain following unrest at a Foxconn factory.
January 20, 2023: Board of Directors of Apple Inc.
As of January 20, 2023, Apple Inc. had a board of directors responsible for the company's governance and strategic direction.
February 2023: Active Apple Devices Surpass 2 Billion
In February 2023, the number of active Apple devices exceeded 2 billion, marking another significant milestone in Apple's market reach and user base.
March 2023: Apple Pay Later Launched
In March 2023, Apple launched "Apple Pay Later," a buy now, pay later service integrated into Apple Wallet. This program allows users to apply for loans ranging from $50 to $1,000 for online or in-app purchases, with repayment spread across four interest-free installments over six weeks.
May 2023: Apple Reports Second Consecutive Quarter of Sales Decline
In May 2023, Apple reported a decline in sales for the first quarter of 2023. Compared to the same period in 2022, revenue decreased by 3%, marking the second consecutive quarter of declining sales for the company. The decline is attributed to a slowing economy and consumers delaying iPad and computer purchases due to price increases. Notably, iPhone sales increased by 1.5% year-on-year, with strong demand in Latin America and South Asia.
June 2023: Apple Expands Racial Equity and Justice Initiative to $200 Million
In June 2023, Apple doubled its initial commitment to the Racial Equity and Justice Initiative, bringing the total to over $200 million. These funds were distributed to organizations focused on education, economic growth, and criminal justice reform. Half of the funding was allocated as philanthropic grants, while the other half was dedicated to equity-focused investments.
June 2023: Apple's Valuation Remains Above $3 Trillion
As of June 2023, Apple's valuation remained strong, exceeding $3 trillion.
November 2023: Apple Settles Discrimination Case
In November 2023, Apple agreed to a $25 million settlement in a lawsuit filed by the US Department of Justice alleging discriminatory hiring practices against US citizens. The lawsuit claimed Apple created job openings that were not publicly listed online and required paper applications, while actively promoting these jobs to foreign workers as part of the PERM recruitment process.
December 30, 2023: Largest Shareholder Information
As of December 30, 2023, information about Apple's largest shareholder was released.
2023: Potential Launch of Apple's VR/AR Headset
Industry insiders suggested that Apple's VR/AR headset, potentially running on "RealityOS," could be released in 2023. Reports also indicated the device might utilize iris scanning for user authentication and payment confirmations.
2023: Services Dominate Apple's Revenue
Services became a major revenue stream for Apple, comprising about 22% of its total revenue by the end of 2023.
2023: Apple Eliminates Leather from Products
In 2023, Apple made the decision to discontinue the use of leather in its product lines, citing the material's substantial carbon footprint. This move was commended by PETA, who awarded Apple the 2023 Company of the Year award.
2023: Exploratory Design Group
In 2023, Bloomberg's Mark Gurman reported on Apple's Exploratory Design Group (XDG), which focused on innovative projects like adding glucose monitoring to the Apple Watch. The XDG was compared to Alphabet's X "moonshot factory."
2023: iPad Revenue Share
By the end of 2023, the iPad contributed seven percent to Apple's total revenue, indicating its continued significance despite declining sales compared to its peak.
2023: Mac Revenue Share Declines
By the end of 2023, personal computers, Apple's original core business, constituted only about eight percent of the company's total revenue, reflecting a significant shift in its revenue streams.
2023: Wearables, Home, and Accessories Revenue Share
By the end of 2023, Apple's diverse product line, encompassing wearables, home accessories, and other peripherals, accounted for approximately ten percent of the company's overall revenue.
2023: iPhone Dominates Apple's Revenue
As of the end of 2023, the iPhone, a major revenue generator for Apple, accounted for more than half of the company's total revenue, solidifying its position as a key product in Apple's portfolio.
2023: Present Day
As of 2023, Apple remains a prominent force in the technology industry.
2023: Apple's Position in the Tech Industry
As of 2023, Apple held the fourth position among personal computer vendors based on unit sales. Notably, it also secured the top spot as the largest manufacturing company by revenue and the leading vendor of mobile phones worldwide.
2023: Present Day
As of 2023, Apple continues to be a leading technology company.
January 2024: Apple Complies with EU Competition Law
Apple announced in January 2024 its compliance with the European Union's competition law, introducing significant changes to the App Store and other services effective March 7. These changes allowed iOS users in the EU to utilize alternative app stores and payment methods within apps, and added a menu in Safari for downloading alternative browsers like Chrome and Firefox.
January 2024: Microsoft Surpasses Apple in Market Capitalization
In January 2024, Microsoft overtook Apple to become the world's most valuable company by market capitalization.
2030: Apple's Target for Carbon Neutrality
Apple set an ambitious goal to become completely carbon neutral across its entire operations, supply chain, and product lifecycle by 2030, demonstrating their strong commitment to environmental sustainability.