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The Pirates of Silicon Valley: This is the fictionalized story

about the founding of Apple Computer Corporation andMicrosoft Corporation. The movie is a dramatization of thetangled history of Apple Computer and Microsoft !hich isbased on a boo" by Paul #rieberger. The plot follo!s the pathsof Apple$s co%founder Steve &obs and Microsoft$s 'ill (ates.The movie describes and contrasts the different styles of the(ates and &obs.

Steve Jobs and Bill Gates pioneered an industry that hastransformed the entire world. Not unexpectedly,

Gates, and to a lesser extent Jobs, became two of therichest and most powerful men in the world. In themovie, Gates is portrayed as smart but socially ineptentrepreneur who nevertheless has the ambition andbusiness savvy to make icrosoft a household name.

Steve Jobs

From Wikipedia, the free encyclopedia

Steve Jobs

Jobs holding a white iPhone 4 at Worldwide Developers

Conference 2010

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Born Steven Paul Jobs

Februar 24! 1"## $age #%&'1(

San Francisco! California! )*S*'1(

Residence Palo +lto! California! )*S*'2(

Nationality +,erican

 Alma mater  -eed College $dropped out in 1".2&

Occupation Chair,an and C/! +pple nc*'(

Salary 31'4('#('%('.(

Net worth 3* billion $2011&'(

Board

member of 

5he Walt Disne Co,pan'"(

Religion 6uddhis,'10(

Spouse 7aurene Powell $1""18present&

Children 4

Signature

Steven Paul "Steve" Jobs (born February 24, 19! is an "merican business

ma#nate and inventor $ %e is the co&founder  and chief e'ecutive officer  of   "pple

nc$ Jobs also previously served as chief e'ecutive of )i'ar "nimation Studios*

he became a member of the board of +he Walt isney -ompany in 2../,

follo0in# the acuisition of )i'ar by isney$ %e 0as credited in the 199

movie Toy Story  as an e'ecutive producer $113

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n the late 19.s, Jobs, 0ith "pple co&founder Steve Wo5niak, 6ike 6arkkula,123 and others, desi#ned, developed, and marketed one of the first commercially

successful lines of personal computers, the "pple series$ n the early 197.s,

Jobs 0as amon# the first to see thecommercial potential of the mouse&

driven #raphical user interface 0hich led to the creation of the 6acintosh$183

143 "fter losin# a po0er stru##le 0ith the board of directors in 1974, 131/3 Jobs

resi#ned from "pple and founded e:+, a computer platform development

company speciali5in# in the hi#her education and business markets$ "pple;s

subseuent 199/ buyout of e:+ brou#ht Jobs back to the company he co&

founded, and he has served as its -<= since 199$

n 197/, he acuired the computer #raphics division of  >ucasfilm >td 0hich 0as

spun off as )i'ar "nimation Studios$13 %e remained -<=and ma?ority

shareholder at .$1@ until its acuisition by +he Walt isney company in 2../$83 -onseuently Jobs became isney;s lar#est individual shareholder at @ and

a member of isney;s Aoard of irectors$1731932.3213

Jobs; history in business has contributed much to the symbolic ima#e of the

idiosyncratic, individualistic Silicon Balley entrepreneur, emphasi5in# the

importance of desi#n and understandin# the crucial role aesthetics play in public

appeal$ %is 0ork drivin# for0ard the development of products that are both

functional and ele#ant has earned him a devoted follo0in#$ 223

Contents

 'hide(

1 /arl ears

2 Career 

o 2*1 6eginnings of +pple Co,puter 

o 2*2 9e:5 Co,puter 

o 2* Pi;ar and Disne

o 2*4 -eturn to +pple 6usiness life

o *1 Wealth

o *2 Stoc< options bac<dating issue

o * =anage,ent stle

o *4 nventions

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4 Personal life

o 4*1 >ealth concerns

# >onors

% n popular culture

. See also

9otes

" -eferences

10 /;ternal lin<s

o 10*1 +rticles

o 10*2 nterviews

Early years

Steve Jobs at the WW- .

Jobs 0as born in San Francisco13 and 0as adopted by )aul and -lara Jobs

(nCe %a#opian!283 of 6ountain Bie0, -alifornia, 0ho named him Steven )aul$

)aul and -lara later adopted a dau#hter, 0ho they named )atti$ Jobs; biolo#ical

parents D "bdulfattah Jandali, a Syrian243 #raduate student 0ho later became a

political science professor,23 and Joanne Simpson, an "merican #raduate

student243 0ho 0ent on to become a speech lan#ua#e patholo#ist2/3 D later

married, #ivin# birth to and raisin# Jobs; biolo#ical sister, the novelist 6ona

Simpson$

Jobs attended -upertino Junior %i#h School and %omestead %i#h

School in -upertino, -alifornia,223 and freuented after&school lectures at

the %e0lett&)ackard -ompany in )alo "lto, -alifornia$ %e 0as soon hired there

and 0orked 0ith Steve Wo5niak as a summer employee$ 883 n 192, Jobs

#raduated from hi#h school and enrolled in Eeed -olle#e in )ortland, =re#on$

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 "lthou#h he dropped out after only one semester,843 he

continuedauditin# classes at Eeed, such as one in calli#raphy, 0hile sleepin# on

the floor in friends; rooms, returnin# -oke bottles for food money, and #ettin#

0eekly free meals at the local %are rishna temple$1/3 Jobs later stated, Gf had

never dropped in on that sin#le course in colle#e, the 6ac 0ould have never had

multiple typefaces or proportionally spaced fonts$G 1/3

n the autumn of 194, Jobs returned to -alifornia and be#an attendin# meetin#s

of the %omebre0 -omputer -lub 0ith Wo5niak$ %e took a ?ob as a technician

at "tari, a manufacturer of popular video #ames, 0ith the primary intent of savin#

money for a spiritual retreat to ndia$

Jobs then traveled to ndia 0ith a Eeed -olle#e friend (and, later, the first "pple

employee!, aniel ottke, in search of spiritual enli#htenment$ %e came back

a Auddhist 0ith his head shaved and 0earin# traditional ndian clothin#$ 83

8/3 urin# this time, Jobs e'perimented 0ith psychedelics, callin#

his >S e'periences Gone of the t0o or three most important thin#s he had3

done in his3 lifeG$83 %e has stated that people around him 0ho did not share his

countercultural roots could not fully relate to his thinkin#$ 83

Jobs returned to his previous ?ob at "tari and 0as #iven the task of creatin#

a circuit board for the #ame Breakout $ "ccordin# to "tari founder olan Aushnell,

 "tari had offered HSI1.. for each chip that 0as eliminated in the machine$ Jobs

had little interest or kno0led#e in circuit board desi#n and made a deal 0ith

Wo5niak to split the bonus evenly bet0een them if Wo5niak could minimi5e the

number of chips$ 6uch to the ama5ement of "tari, Wo5niak reduced the number

of chips by ., a desi#n so ti#ht that it 0as impossible to reproduce on an

assembly line$ "t the time, Jobs told Wo5niak that "tari had only #iven them I..

(instead of the actual I...! and that Wo5niak;s share 0as thus I8.$ 8738934.3413423

483

Career 

Beginnings of Apple Computer 

See also: History of Apple

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Steve Jobs and Aill ates at the fifth D: All Things Digital conference (D5 ! in

2..$

n 19/, Steve Jobs, Steve Wo5niak and Eonald Wayne,443 0ith later fundin#

from a then&semi&retired ntel product&marketin# mana#er and en#ineer  "$-$

G6ikeG 6arkkula Jr$,123 founded "pple$ )rior to co&foundin# "pple, Wo5niak 0as

an electronics hacker$ Jobs and Wo5niak had been friends for several years,

havin# met in 191, 0hen their mutual friend, Aill Fernande5, introduced 21&year&old Wo5niak to 1/&year&old Jobs$ Steve Jobs mana#ed to interest Wo5niak in

assemblin# a computer and sellin# it$ "s "pple continued to e'pand, the

company be#an lookin# for an e'perienced e'ecutive to help mana#e its

e'pansion$

n 197, "pple recruited 6ike Scott from ational Semiconductor  to serve as

-<= for 0hat turned out to be several turbulent years$ n 1978, Steve Jobs

lured John Sculley a0ay from )epsi&-ola to serve as "pple;s -<=, askin#, Go

you 0ant to sell su#ar 0ater for the rest of your life, or do you 0ant to come 0ith

me and chan#e the 0orldKG 434/3 +he follo0in# year, "pple aired a Super

Ao0l television commercial titled G1974$G "t "pple;s annual shareholders meetin#

on January 24, 1974, an emotional Jobs introduced the 6acintosh to a 0ildly

enthusiastic audience* "ndy %ert5feld described the scene as

Gpandemonium$G43 +he 6acintosh became the first commercially successful

small computer 0ith a #raphical user interface$ +he development of the 6ac 0as

started by Jef Easkin, and eventually taken over by Jobs$

While Jobs 0as a persuasive and charismatic director for "pple, some of his

employees from that time had described him as an erratic and temperamental

mana#er$ "n industry&0ide sales slump to0ards the end of 1974 caused a

deterioration in Jobs;s 0orkin# relationship 0ith Sculley, and at the end of 6ay

197 L follo0in# an internal po0er stru##le and an announcement of si#nificant

layoffs L Sculley relieved Jobs of his duties as head of the 6acintosh division$ 473

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NeXT Computer 

See also: NeXT 

 "round the same time, Jobs founded another computer company, e:+

-omputer $ >ike the "pple >isa, the e:+ 0orkstation 0as technolo#icallyadvanced* ho0ever, it 0as lar#ely dismissed by industry as cost&prohibitive$

 "mon# those 0ho could afford it, ho0ever, the e:+ 0orkstation #arnered a

stron# follo0in# because of its technical stren#ths, chief amon# them its ob?ect&

oriented soft0are development system$ Jobs marketed e:+ products to the

scientific and academic fields because of the innovative, e'perimental ne0

technolo#ies it incorporated (such as the 6ach kernel, the di#ital si#nal

processor  chip, and the built&in <thernet port!$

+he e:+cube 0as described by Jobs as an GinterpersonalG computer, 0hich he

believed 0as the ne't step after GpersonalG computin#$ +hat is, if computers could

allo0 people to communicate and collaborate to#ether in an easy 0ay, it 0ould

solve many of the problems that GpersonalG computin# had come up a#ainst$

G199. -<EM " Joint proposal for a hyperte't system is presented to the

mana#ement$ 6ike Sendall buys a e:+ cube for evaluation, and #ives it

to +im Aerners&>ee3$ +im;s prototype implementation on e:+Step is

made in the space of a fe0 months, thanks to the ualities of the

e:+Step soft0are development system$ +his prototype offers WNSWN

bro0sin#Oauthorin#P -urrent Web bro0sers used in Gsurfin# the nternetG

are mere passive 0indo0s, deprivin# the user of the possibility to

contribute$ urin# some sessions in the -<E cafeteria, +im and try to

find a catchin# name for the system$ 0as determined that the name

should not yet a#ain be taken from reek mytholo#y$ +im proposes

GWorld&Wide WebG$ like this very much, e'cept that it is difficult to

pronounce in French$$$G by Eobert -ailliau, 2 ovember 199$ 493

urin# a time 0hen e&mail for most people 0as plain te't, Jobs loved to demo

the e:+;s e&mail system, e:+6ail, as an e'ample of his GinterpersonalG

philosophy$ e:+6ail 0as one of the first to support universally visible, clickable

embedded #raphics and audio 0ithin e&mail$ Jobs ran e:+ 0ith an obsession

for aesthetic perfection, as evidenced by such thin#s as the e:+cube;s

ma#nesium case$ +his put considerable strain on e:+;s hard0are division, and

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in 1998, after havin# sold only .,... machines, e:+ transitioned fully to

soft0are development 0ith the release of e:+S+<)Ontel$

Pixar and isney

n 197/, Jobs bou#ht +he raphics roup (later renamed )i'ar ! from >ucasfilm;scomputer #raphics division for the price of I1. million, I million of 0hich 0as

#iven to the company as capital$ .3

+he ne0 company, 0hich 0as ori#inally based at >ucasfilm;s erner Studios

in San Eafael, -alifornia, but has since relocated to <meryville, -alifornia, 0as

initially intended to be a hi#h&end #raphics hard0are developer$ "fter years of

unprofitability sellin# the )i'ar ma#e -omputer , it contracted 0ith isney to

produce a number of computer&animated feature films, 0hich isney 0ould co&

finance and distribute$+he first film produced by the partnership, Toy Story , brou#ht fame and critical

acclaim to the studio 0hen it 0as released in 199$ =ver the ne't ten plus years,

under )i'ar;s creative chief John >asseter , the company 0ould produce the bo'&

office hits A Bug's Life (1997!, Toy Story 2  (1999!, Monsters !n"# (2..1!, $in%ing

Ne&o (2..8!, The !n"re%iles (2..4!, (ars(2../!, )atatouille (2..!, *ALL+

,  (2..7!, -p (2..9! and Toy Story . (2.1.!$ $in%ing Ne&o, The

!n"re%iles, )atatouille, *ALL+, , -p and Toy Story . each received

the "cademy "0ard for Aest "nimated Feature, an a0ard introduced in 2..1$

n the years 2..8 and 2..4, as )i'ar;s contract 0ith isney 0as runnin# out,

Jobs and isney chief e'ecutive 6ichael <isner  tried but failed to ne#otiate a

ne0 partnership,13 and in early 2..4 Jobs announced that )i'ar 0ould seek a

ne0 partner to distribute its films once its contract 0ith isney e'pired$

n =ctober 2.., Aob #er  replaced <isner at isney, and #er uickly 0orked to

patch up relations 0ith Jobs and )i'ar$ =n January 24, 2../, Jobs and #er

announced that isney had a#reed to purchase )i'ar in an all&stock transaction

0orth I$4 billion$ =nce the deal closed, Jobs became +he Walt isney-ompany;s lar#est sin#le shareholder 0ith appro'imately @ of the company;s

stock$173 Jobs;s holdin#s in isney far e'ceed those of <isner, 0ho holds 1$@,

and isney family member Eoy <$ isney, 0ho held about 1@ of the company;s

stock and 0hose criticisms of <isner included the soured )i'ar relationship and

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accelerated his oustin#$ Jobs ?oined the company;s board of directors upon

completion of the mer#er$

Wi<inews has

related

news? Disney buys

 Pixar 

Jobs also helps oversee isney and )i'ar;s combined animation businesses 0ith

a seat on a special si'&man steerin# committee$

!eturn to Apple

Jobs on sta#e at 6ac0orld -onference Q <'po, San Francisco, January 11,

2..$

See also: /01132445: )eturn to profitaility/ in Apple !n"#

n 199/, "pple announced that it 0ould buy e:+ for I429 million$ +he deal 0as

finali5ed in late 199/,23 brin#in# Jobs back to the company he had co&founded$

%e soon became "pple;s interim -<= after the directors lost confidence in and

ousted then&-<= il "melio in a boardroom coup$ n 6arch 1997, to concentrate "pple;s efforts on returnin# to profitability, Jobs immediately terminated a number 

of pro?ects such as e0ton, -yberdo#, and=penoc$ n the comin# months,

many employees developed a fear of encounterin# Jobs 0hile ridin# in the

elevator, Gafraid that they mi#ht not have a ?ob 0hen the doors opened$ +he

reality 0as that Jobs; summary e'ecutions 0ere rare, but a handful of victims

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0as enou#h to terrori5e a 0hole company$G83 Jobs also chan#ed the licensin#

pro#ram for 6acintosh clones, makin# it too costly for the manufacturers to

continue makin# machines$

With the purchase of e:+, much of the company;s technolo#y found its 0ay into

 "pple products, most notably e:+S+<), 0hich evolved into 6ac =S :$ Hnder

Jobs;s #uidance the company increased sales si#nificantly 0ith the introduction

of the i6ac and other ne0 products* since then, appealin# desi#ns and po0erful

brandin# have 0orked 0ell for "pple$ "t the 2... 6ac0orld <'po, Jobs officially

dropped the GinterimG modifier from his title at "pple and became permanent

-<=$ Jobs uipped at the time that he 0ould be usin# the title ;i-<=$; 43

n recent years, the company has branched out, introducin# and improvin# upon

other di#ital appliances$ With the introduction of the i)od portable music player,

i+unes di#ital music soft0are, and the i+unes Store, the company made forays

into consumer electronics and music distribution$ n 2.., "pple entered the

cellular phone business 0ith the introduction of the i)hone, a multi&touch display

cell phone, 0hich also included the features of an i)od and, 0ith its o0n mobile

bro0ser, revolutioni5ed the mobile bro0sin# scene$ While stimulatin# innovation,

Jobs also reminds his employees that Greal artists shipG, 3 by 0hich he means

that deliverin# 0orkin# products on time is as important as innovation and

attractive desi#n$

Jobs is both admired and critici5ed for his consummate skill at persuasion and

salesmanship, 0hich has been dubbed the Greality distortion fieldG and is

particularly evident durin# his keynote speeches (collouially kno0n as

GStevenotesG! at 6ac0orld <'pos and at "pple;s o0n World Wide evelopers

-onferences$

n 2.., Jobs responded to criticism of "pple;s poor recyclin# pro#rams for e&

0aste in the H$S$ by lashin# out at environmental and other advocates at "pple;s

 "nnual 6eetin# in -upertino in "pril$ %o0ever, a fe0 0eeks later, "pple

announced it 0ould take back i)ods for free at its retail stores$ +he -omputer+akeAack -ampai#n responded by flyin# a banner from a plane over the

Stanford Hniversity #raduation at 0hich Jobs 0as the commencement speaker$1/3 +he banner read GSteve D on;t be a mini&player recycle all e&0asteG$ n

2../, he further e'panded "pple;s recyclin# pro#rams to any H$S$ customer 0ho

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buys a ne0 6ac$ +his pro#ram includes shippin# and Genvironmentally friendly

disposalG of their old systems$ /3

Business life

ealt# "s of =ctober 2..9, Jobs o0ned $42/ million shares of "pple, most of 0hich

0as #ranted in 2..8 0hen Jobs 0as #iven 1. million shares$ %e also o0ned 187

million shares of isney, 0hich he had received in e'chan#e for isney;s

acuisition of )i'ar$3 Forbes estimated his net 0ealth at I$1 billion in 2..9,

makin# him the 48rd 0ealthiest "merican$73 "fter Aloomber# had accidentally

published Jobs; obituary in 2..7, "rik %esseldahl of AusinessWeek ma#a5ine

noted that GJobs isnRt 0idely kno0n for his association 0ith philanthropic causesG,

compared to Aill ates; efforts$93  "fter resumin# control of "pple in 199, Jobseliminated all corporate philanthropy pro#rams$ /.3

Sto$% options ba$%dating issue

n 2..1, Steve Jobs 0as #ranted stock options in the amount of $ million

shares of "pple 0ith an e'ercise price of I17$8., 0hich alle#edly should have

been I21$1., thereby incurrin# ta'able income of I2.,...,... that he did not

report as income$ +his indicated backdatin#$ "pple overstated its earnin#s by that

same amount$ f found liable, Jobs mi#ht have faced a number of criminal

char#es and civil penalties$ "pple claimed that the options 0ere ori#inally #ranted

at a special board meetin# that may never have taken place$ Furthermore, the

investi#ation is focusin# on false datin# of the options resultin# in a retroactive

I2. million increase in the e'ercise price$ +he case is the sub?ect of active

criminal and civil #overnment investi#ations,/13 thou#h an independent internal

 "pple investi#ation completed on ecember 29, 2../, found that Jobs 0as

una0are of these issues and that the options #ranted to him 0ere returned

0ithout bein# e'ercised in 2..8$ /23 =n July 1, 2..7, a I billion class action suit

0as filed a#ainst several members of the "pple Aoard of irectors for revenuelost due to the alle#ed securities fraud$ /83/43

&anagement style

6uch has been made of Jobs; a##ressive and demandin#

personality$ $ortune 0rote that he Gis considered one of Silicon Balley;s

leadin# e#omaniacs$G/3 -ommentaries on his temperamental style can be found

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in 6ike 6orit5;s The Little ing%o&, one of the fe0 authori5ed bio#raphies of

Jobs* The Se"on% (o&ing of Ste6e 7os by "lan eutschman* andi(on: Ste6e

7os, by Jeffrey S$ Noun# Q William >$ Simon$

Jef Easkin, a former collea#ue, once said that Jobs G0ould have made an

e'cellent kin# of France,G alludin# to Jobs; compellin# and lar#er&than&life

persona$//3

Jobs has al0ays aspired to position "pple and its products at the forefront of

the information technolo#y industry by foreseein# and settin# trends, at least in

innovation and style$ %e summed up that self&concept at the end of his keynote

speech at the 6ac0orld -onference and <'po in January 2.. by uotin# ice

hockey le#end Wayne ret5kyM/3

+here;s an old Wayne ret5ky uote that love$ ; skate to 0here the puck is#oin# to be, not 0here it has been$; "nd 0e;ve al0ays tried to do that at "pple$

Since the very very be#innin#$ "nd 0e al0ays 0ill$DSteve Jobs

Floyd orman said that at )i'ar, Jobs 0as a Gmature, mello0 individualG and

never interfered 0ith the creative process of the filmmakers$ /73

n 2.., Steve Jobs banned all books published by John Wiley Q

Sons from "pple Stores in response to their publishin# an unauthori5ed

bio#raphy, i(on: Ste6e 7os$/93 n its 2.1. annual earnin#s report, Wiley said it

had Gclosed a deal $$$ to make its titles available for the i)ad$G .3

'nventions

Jobs is listed as either primary inventor or co&inventor in over 28. a0arded

patents or patent applications related to a ran#e of technolo#ies from actual

computer and portable devices to user interfaces (includin# touch&based!,

speakers, keyboards, po0er adapters, staircases, clasps, sleeves, lanyards and

packa#es$1323

Personal life

Jobs married >aurene )o0ell, on 6arch 17, 1991$ )residin# over the 0eddin#

0as the en Auddhist monk obun -hino =to#a0a$83 +he couple have a son,

Eeed )aul Jobs,43 and t0o other children$ Jobs also has a dau#hter, >isa

Arennan&Jobs (born 197!, from his relationship 0ith Aay "rea painter -hrisann

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Arennan$3 She briefly raised their dau#hter on 0elfare 0hen Jobs denied

paternity, claimin# that he 0as sterile* he later ackno0led#ed paternity$3

n the unauthori5ed bio#raphy, The Se"on% (o&ing of Ste6e 7os author "lan

eutschman reports that Jobs once dated Joan Aae5$ eutschman uotes

<li5abeth %olmes, a friend of Jobs from his time at Eeed -olle#e, as sayin# she

Gbelieved that Steve became the lover of Joan Aae5 in lar#e measure because

Aae5 had been the lover of Aob ylan$G n another unauthori5ed bio#raphy, i(on:

Ste6e 7os by Jeffrey S$ Noun# Q William >$ Simon, the authors su##est that

Jobs mi#ht have married Aae5, but her a#e at the time (41! meant it 0as unlikely

the couple could have children$

Jobs is also a Aeatles fan$ %e has referenced them on more than one occasion

at eynotes and also 0as intervie0ed on a sho0in# of a )aul

6c-artney concert$ When asked about hisbusiness model on 84 Minutes, he

repliedM/3

6y model for business is +he AeatlesM +hey 0ere four #uys that kept each

other;s ne#ative tendencies in check* they balanced each other$ "nd the total 0as

#reater than the sum of the parts$ reat thin#s in business are not done by one

person, they are done by a team of people$

n 1972, Jobs bou#ht an apartment in +he San Eemo, an apartment buildin# in

e0 Nork -ity 0ith a politically pro#ressive reputation, 0here emi

6oore, Steven Spielber#, Steve 6artin, and )rincess Nasmin "#a han,

dau#hter of Eita %ay0orth, also had apartments$ With the help of $6$ )ei, Jobs

spent years renovatin# his apartment in the top t0o floors of the buildin#;s north

to0er, only to sell it almost t0o decades later to H2 frontman Aono$ Jobs had

never moved in$373

n 1974, Jobs purchased a 1,...&suare&foot (1,/.. m2!, 14 bedroom Spanish

-olonial mansion, desi#ned by eor#e Washin#ton Smith in Woodside,

-alifornia, also kno0n as Jacklin# %ouse$ "lthou#h it reportedly remained in an

almost unfurnished state, Jobs lived in the mansion for almost ten years$

 "ccordin# to reports, he kept an old A6W motorcycle in the livin# room, and

let Aill -linton use it in 1997$ Since the early 199.s, Jobs has lived in a house in

the =ld )alo "lto nei#hborhood of )alo "lto$ )resident -linton dined 0ith Jobs

and 14 Silicon Balley -<=s there "u#ust , 199/$93

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%e allo0ed the mansion to fall into a state of disrepair, plannin# to demolish the

house and build a smaller home on the property* but he met 0ith complaints from

local preservationists over his plans$ n June 2..4, the Woodside +o0n -ouncil

#ave Jobs approval to demolish the mansion, on the condition that he advertise

the property for a year to see if someone 0ould move it to another location and

restore it$ " number of people e'pressed interest, includin# several 0ith

e'perience in restorin# old property, but no a#reements to that effect 0ere

reached$ >ater that same year, a local preservationist #roup be#an seekin# le#al

action to prevent demolition$ n January 2.. Jobs 0as denied the ri#ht to

demolish the property, by a court decision$ 7.3 +he court decision 0as overturned

on appeal in 6arch 2.1. and the mansion 0as demolished be#innin# February

2.11713

%e usually 0ears a black lon#&sleeved mock turtleneck made by St$-roi', >evi;s .1 blue ?eans, and e0 Aalance 991 sneakers$723 %e is

a pescetarian$783

%is choice of car is a silver 2../ 6ercedes S> "6, 0hich has no licence

plates$74373

Jobs had a public 0ar of 0ords 0ith ell -omputer  -<= 6ichael ell, startin#

0hen Jobs first critici5ed ell for makin# Gun&innovative bei#e bo'es$G 7/3 =n

=ctober /, 199, in a artner Symposium, 0hen 6ichael ell 0as asked 0hat he

0ould do if he o0ned then&troubled "pple -omputer, he said G;d shut it do0n and

#ive the money back to the shareholders$G 73 n 2../, Steve Jobs sent an email

to all employees 0hen "pple;s market capitali5ation rose above ell;s$ +he email

readM773

+eam, it turned out that 6ichael ell 0asn;t perfect at predictin# the future$ Aased

on today;s stock market close, "pple is 0orth more than ell$ Stocks #o up and

do0n, and thin#s may be different tomorro0, but thou#ht it 0as 0orth a moment

of reflection today$ Steve$

(ealt# $on$ernsn mid&2..4, Jobs announced to his employees that he had been dia#nosed 0ith

a cancerous tumor  in his pancreas$793 +he pro#nosis for  pancreatic cancer  is

usually very #rim* Jobs, ho0ever, stated that he had a rare, far less a##ressive

type kno0n as islet cell neuroendocrine tumor $793 "fter initially resistin# the idea

of conventional medical intervention and embarkin# on a special diet to th0art

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the disease, Jobs under0ent a pancreaticoduodenectomy (or GWhipple

procedureG! in July 2..4 that appeared to successfully remove the tumor$ 9.3

913 Jobs apparently did not reuire nor receive chemotherapy or radiation therapy$793923 urin# Jobs; absence, +imothy $ -ook, head of 0orld0ide sales and

operations at "pple, ran the company$793

Jobs at the 2..7 6ac0orld -onference Q <'po$

n early "u#ust 2../, Jobs delivered the keynote for "pple;s annual World0ide

evelopers -onference$ %is Gthin, almost #auntG appearance and unusually

GlistlessG delivery,983943 to#ether 0ith his choice to dele#ate si#nificant portions of

his keynote to other presenters, inspired a flurry of media and internetspeculation about his health$93 n contrast, accordin# to an Ars Te"hni"a ?ournal

report, WW- attendees 0ho sa0 Jobs in person said he Glooked fineG*9/3 follo0in# the keynote, an "pple spokesperson said that GSteve;s health is

robust$G93

+0o years later, similar concerns follo0ed Jobs; 2..7 WW- keynote address*973 "pple officials stated Jobs 0as victim to a Gcommon bu#G and that he 0as

takin# antibiotics,993 0hile others surmised his cachectic appearance 0as due to

the Whipple procedure$1..3

 urin# a July conference call discussin# "ppleearnin#s, participants responded to repeated uestions about Steve Jobs; health

by insistin# that it 0as a Gprivate matter$G =thers, ho0ever, voiced the opinion

that shareholders had a ri#ht to kno0 more, #iven Jobs; hands&on approach to

runnin# his company$1.13 +he Ne9 ork Ti&es published an article based on

an off&the&record phone conversation 0ith Jobs, notin# that G0hile his health

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issues have amounted to a #ood deal more than ;a common bu#,; they 0erenRt

life&threatenin# and he doesnRt have a recurrence of cancer$G 1.23

=n "u#ust 27, 2..7, Aloomber# mistakenly published a 2..&0ord obituary of

Jobs in its corporate ne0s service, containin# blank spaces for his a#e and

cause of death$ (e0s carriers customarily stockpile up&to&date obituaries to

facilitate ne0s delivery in the event of a 0ell&kno0n fi#ure;s untimely death$!

 "lthou#h the error 0as promptly rectified, many ne0s carriers and blo#s reported

on it,1.831.431.3 intensifyin# rumors concernin# Jobs; health$ 1./3 Jobs responded at

 "pple;s September 2..7 Let's )o"k  keynote by uotin# 6ark +0ainM GEeports of

my death are #reatly e'a##eratedG*1.3at a subseuent media event, Jobs

concluded his presentation 0ith a slide readin# G11.O.G, referrin# to his blood

pressure, statin# he 0ould not address further uestions about his health$ 1.73

=n ecember 1/, 2..7, "pple announced that marketin# vice&president )hil

Schiller  0ould deliver the company;s final keynote address at the 6ac0orld

-onference and <'po 2..9, a#ain revivin# uestions about Jobs; health$ 1.9311.3

1113 n a statement #iven on January , 2..9 on "pple$com,1123 Jobs said that he

had been sufferin# from a Ghormone imbalanceG for several months$ 1183 =n

January 14, 2..9, in an internal "pple memo, Jobs 0rote that in the previous

0eek he had Glearned that my health&related issues are more comple' than

ori#inally thou#htG and announced a si'&month leave of absence until the end of

June 2..9 to allo0 him to better focus on his health$ +im -ook, 0ho hadpreviously acted as -<= in Jobs; 2..4 absence, became actin# -<= of "pple,1143 0ith Jobs still involved 0ith Gma?or strate#ic decisions$G1143

n "pril 2..9, Jobs under0ent a liver transplant at 6ethodist Hniversity %ospital

+ransplant nstitute in 6emphis, +ennessee$11311/3 Jobs; pro#nosis 0as

Ge'cellent$G11/3

=n January 1, 2.11, one and a half years after Jobs returned from his liver

transplant, "pple announced that he had been #ranted a medical leave of

absence$ Jobs announced his leave in a letter to employees, statin# his decision0as made Gso he could focus on his health$G "s durin# his 2..9 medical leave,

 "pple announced that +im -ook 0ould run day&to&day operations and that Jobs

0ould continue to be involved in ma?or strate#ic decisions at the company$1131173

=n 6arch 2, 2.11 Steve Jobs made an appearance at the i)ad 2 launch event$

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(onors

%e 0as a0arded the ational 6edal of +echnolo#y from )resident Eonald

Eea#an in 1974 0ith Steve Wo5niak (amon# the first people to ever receive the

honor!,1193

 and a Jefferson "0ard for )ublic Service in the cate#ory Greatest)ublic Service by an ndividual 8 Nears or HnderG (aka the Sa&uel S# Bear%

 A9ar% ! in 197$12.3

=n ovember 2, 2.., Jobs 0as named the most po0erful person in business

by $ortune Maga;ine$1213

=n ecember , 2.., -alifornia overnor   "rnold Sch0ar5ene##er  and First

>ady 6aria Shriver  inducted Jobs into the -alifornia %all of Fame, located at +he

-alifornia 6useum for %istory, Women and the "rts$1223

n "u#ust 2..9, Jobs 0as selected the most admired entrepreneur amon#

teena#ers on a survey by Junior "chievement$1283

=n ovember , 2..9, Jobs 0as named the -<= of the decade by $ortune

Maga;ine$1243

n ovember 2..9 Jobs 0as ranked T on ForbesM +he World;s 6ost )o0erful

)eople$123

n ecember 2.1., the Financial +imes named Jobs its person of the year for

2.1., endin# its essay by statin#, Gn his autobio#raphy, John Sculley, the former)epsi-o e'ecutive 0ho once ran "pple, said this of the ambitions of the man he

had pushed outM ;"pple 0as supposed to become a 0onderful consumer

products company$ +his 0as a lunatic plan$ %i#h&tech could not be desi#ned and

sold as a consumer product$; %o0 0ron# can you beG$12/3

'n popular $ulture

ue to his youn# a#e, #reat 0ealth, and charisma, after "pple;s foundin# Jobs

became a symbol of his company and industry$ When Ti&e named the computer

as the 1972 G6achine of the NearG, it published a lon# profile of him as Gthe most

famous maestro of the micro$G1231273 Jobs 0as prominently featured in three films

about the history of the personal computin# industryM

Triu&ph of the Ner%s D a 199/ three&part documentary for )AS, about

the rise of the home computer Opersonal computer $

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Ner%s 2#4#0 D a 1997 three&part documentary for )AS, (and seuel

to Triu&ph of the Ner%s! 0hich chronicles the development of the nternet$

<irates of Sili"on =alley  D a 1999 docudrama 0hich chronicles the rise of

 "pple and 6icrosoft$ %e 0as portrayed by oah Wyle$

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 "pple nc$From Wikipedia, the free encyclopedia

+his article is about the consumer electronics company$ For other

companies named G"ppleG, see "pple (disambi#uation!$

Apple, nc!

"ype Public $ 9+SD+@? ++P7

 9AS/? ++P7&

SBP #00 Co,ponent

ndustry Co,puter hardware

Co,puter software

Consu,er electronics

Digital distribution

#ounded +pril 1! 1".%

#ounder$s% Steve Jobs

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-onald Wane'1(

&ead'uarters +pple Ca,pus

1 nfinite 7oop

Cupertino! California! )*S*

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Number of

locations

1. $ctober 2010&'2(

Area served Worldwide

(ey people Steve Jobs

$Chair,an and C/&

5i, Coo< 

$C and +cting C/&

)roducts )roducts *ist'show(

Services Services *ist'show(

Revenue  )S3 %#*2 billion $FA 2010&'2(

Operating income  )S3 1*" billion $FA 2010&'2(

)rofit  )S3 14*01 billion $FA 2010&

'2(

"otal assets  )S3 .#*1 billion $FA 2010&'2(

"otal e'uity  )S3 4.*." billion $FA 2010&'2(

+mployees 4"!400 $2010&'2(

Subsidiaries 6raeburn Capital

File=a<er nc*

ebsite +pple*co,

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Apple) 'n$* ("S"UM "")>* NS<M  "")>* previously Apple Computer) 'n$*! is an

 "merican multinational corporation that desi#ns and markets consumer

electronics, computer soft0are, and personal computers$ +he company;s best&kno0n

hard0are products include the6acintosh line of computers, the i)od, the i)hone and

the i)ad$ "pple soft0are includes the 6ac =S : operatin# system* the i+unes media

bro0ser* the i>ife suite of multimedia and creativity soft0are* the iWork suite of

productivity soft0are* "perture, a professional photo#raphy packa#e* Final -ut

Studio, a suite of professional audio and film&industry soft0are products* >o#ic

Studio, a suite of music production tools* the Safari internet bro0ser* and i=S, a

mobile operatin# system$ "s of "u#ust 2.1., the company operates 8.1 retail

stores83 in ten countries,43 and an online store 0here hard0are and soft0are

products are sold$ "s of 6ay 2.1., "pple is one of the lar#est companies in the

0orld and the most valuable technolo#y company in the 0orld, havin#surpassed 6icrosoft$3

<stablished on "pril 1, 19/ in -upertino, -alifornia, and incorporated January 8,

19,/3 the company 0as previously named "pple -omputer, nc$, for its first 8.

years, but removed the 0ord G-omputerG on January 9, 2.., 3 to reflect the

company;s on#oin# e'pansion into the consumer electronics market in addition to its

traditional focus on personal computers$ 73  "s of September 2.1., "pple had 4/,/..

full time employees and 2,7.. temporary full time employees 0orld0ide 23 and had

0orld0ide annual sales of I/$28 billion$ 23

For reasons as various as its philosophy of comprehensive aesthetic desi#n to

its distinctive advertisin# campai#ns, "pple has established a uniue reputation in

the consumer electronics industry$ +his includes a customer base that is devoted to

the company and its brand, particularly in the Hnited States$ 93 $ortune ma#a5ine

named "pple the most admired company in the Hnited States in 2..7, and in the

0orld in 2..7, 2..9, and 2.1.$ 1.3113123 +he company has also received 0idespread

criticism for its contractors; labor, environmental, and business practices$

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Contents

 'hide(

1 >istor

o 1*1 1".%81"0? 5he earl ears

o 1*2 1"181"#? 7isa and =acintosh

o 1* 1"%81""? -ise and fall

o 1*4 1""481"".? +tte,pts at reinvention

o 1*# 1""8200#? -eturn to profitabilit

o 1*% 200#8200.? 5he ntel transition

o 1*. 200.8present? =obile consu,er electronics era

2 Products

o 2*1 =ac and accessories

o 2*2 iPad

o 2* iPod

o 2*4 iPhone

o 2*# +pple 5

o 2*% Software

5i,eline of +pple products

4 Cultureo 4*1 Corporate

o 4*2 )sers

# Corporate affairs

o #*1 >eadEuarters

o #*2 +dvertising

#*2*1 7ogos

#*2*2 Slogans

#*2* Co,,ercials

% /nviron,ental record

. 7abor practices

See also

" 9otes

10 -eferences

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11 Further reading

12 /;ternal lin<s

(istory

Main arti"le: History of Apple !n"#

+,-./+,012 T#e early years

+he "pple , "pple;s first product, 0as sold as an assembled circuit board and lacked basic

features such as a keyboard, monitor, and case$ +he o0ner of this unit added a keyboard

and a 0ooden case$

 "pple 0as established on "pril 1, 19/ by Steve Jobs, Steve Wo5niak, and Eonald

Wayne,13 to sell the  "pple  personal computer kit$ +hey 0ere hand&built by

Wo5niak131/3 and first sho0n to the public at the %omebre0 -omputer -lub$13 +he

 "pple 0as sold as a motherboard(0ith -)H, E"6, and basic te'tual&video chips!D

less than 0hat is today considered a complete personal computer$ 173 +he "pple

0ent on sale in July 19/ and 0as market&priced at I///$// (I2,2 in 2.11 dollars,

ad?usted for inflation$!1932.3213223283243

 "pple 0as incorporated January 8, 19/3 0ithout Wayne, 0ho sold his share of the

company back to Jobs and Wo5niak for I7..$ 6ulti&millionaire 6ike

6arkkula provided essential business e'pertise and fundin# of I2.,... durin# the

incorporation of "pple$232/3

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+he "pple  0as introduced on "pril 1/, 19 at the first West -oast -omputer

Faire$ t differed from its ma?or rivals, the +ES&7. and-ommodore )<+, because it

came 0ith color #raphics and an open architecture$ While early models used

ordinary cassette tapes as stora#e devices, they 0ere superseded by the

introduction of a 1O4 inch floppy disk drive and interface, the isk $23

+he "pple 0as chosen to be the desktop platform for the first Gkiller appG of the

business 0orldDthe Bisi-alc spreadsheet pro#ram$273Bisi-alc created a business

market for the "pple , and #ave home users an additional reason to buy an "pple

Dcompatibility 0ith the office$273  "ccordin# to Arian Aa#nall, "pple e'a##erated its

sales fi#ures and 0as a distant third place to -ommodore and +andy until Bisi-alc

came alon#$2938.3

Ay the end of the 19.s, "pple had a staff of computer desi#ners and a production

line$ +he company introduced the ill&fated "pple  in 6ay 197. in an attempt to

compete 0ith A6 and 6icrosoft in the business and corporate computin# market$813

Jobs and several "pple employees includin# Jef Easkin visited :ero' )"E- in

ecember 199 to see the :ero' "lto$ :ero' #ranted "pple en#ineers three days of

access to the )"E- facilities in return for the option to buy 1..,... shares of "pple

at the pre&)= price of I1. a share$ 823 Jobs 0as immediately convinced that all future

computers 0ould use a #raphical user interface (H!, and development of a H

be#an for the "pple >isa$883

When "pple 0ent public, it #enerated more capital than any )= since Ford 6otor

-ompany in 19/ and instantly created more millionaires (about 8..! than any

company in history$

+,0+/+,032 4isa and &a$intos#

+he 6odel from "pple;s G1974G ad, set in a dystopian future modeled after the eor#e

=r0ell novel Nineteen ,ighty+$our , set the tone for the introduction of the 6acintosh$

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Steve Jobs be#an 0orkin# on the "pple >isa in 197 but in 1972 he 0as pushed

from the >isa team due to infi#htin#, and took over Jef Easkin;s lo0&cost&computer

pro?ect, the 6acintosh$ " turf 0ar broke out bet0een >isa;s Gcorporate shirtsG and

Jobs; GpiratesG over 0hich product 0ould ship first and save "pple$ >isa 0on the race

in 1978 and became the first personal computer sold to the public 0ith a H, but

0as a commercial failure due to its hi#h price ta# and limited soft0are titles$ 843

+he first 6acintosh, released in 1974

n 1974, "pple ne't launched the 6acintosh$ ts debut 0as announced by the no0

famous I1$ million television commercial G1974G$ t 0as directed by Eidley Scott,

aired durin# the third uarter of Super Ao0l :B on January 22, 1974,83 and is no0

considered a 0atershed event for "pple;s success 8/3 and a GmasterpieceG$83873

+he 6acintosh initially sold 0ell, but follo0&up sales 0ere not stron# 893 due to its hi#h

price and limited ran#e of soft0are titles$ +he machine;s fortunes chan#ed 0ith the

introduction of the>aserWriter , the first )ostScript laser printer  to be offered at a

reasonable price point, and)a#e6aker , an early desktop publishin# packa#e$ +he

6ac 0as particularly po0erful in this market due to its advanced #raphics

capabilities, 0hich 0ere already necessarily built&in to create the intuitive 6acintosh

H$ t has been su##ested that the combination of these three products 0as

responsible for the creation of the desktop publishin# market$ 4.3

n 197, a po0er stru##le developed bet0een Jobs and -<= John Sculley, 0ho had

been hired t0o years prior $413 +he "pple board of directors instructed Sculley to

GcontainG Jobs and limit his ability to launch e'pensive forays into untested products$

Eather than submit to Sculley;s direction, Jobs attempted to oust him from his

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leadership role at "pple$ Sculley found out that Jobs had been attemptin# to

or#ani5e a putsch and called a board meetin# at 0hich "pple;s board of directors

sided 0ith Sculley and removed Jobs from his mana#erial duties$ 893 Jobs resi#ned

from "pple and founded e:+ nc$ the same year$423

+,0./+,,52 !ise and fall

See also: Ti&eline of Apple !! fa&ily  an% Ti&eline of Ma"intosh &o%els

+he 6acintosh )ortable 0as "pple;s first GportableG 6acintosh computer, released in 1979$

%avin# learned several painful lessons after introducin# the bulky 6acintosh

)ortable in 1979, "pple introduced the )o0erAook in 1991, 0hich established the

modern form factor and er#onomic layout of the laptop computer$483 +he 6acintosh

)ortable 0as desi#ned to be ?ust as po0erful as a desktop 6acintosh, but 0ei#hed

1 pounds 0ith a 12&hour battery life$ +he same year, "pple introduced System , a

ma?or up#rade to the operatin# system, 0hich added color to the interface and

introduced ne0 net0orkin# capabilities$ t remained the architectural basis for  6ac

=S until 2..1$

+he success of the )o0erAook and other products led to increasin# revenue$ 413 For

some time, it appeared that "pple could do no 0ron#, introducin# fresh ne0 products

and #eneratin# increasin# profits in the process$ +he ma#a5ine Ma"A%%i"t  named

the period bet0een 1979 and 1991 as the Gfirst #olden a#eG of the 6acintosh$

Follo0in# the success of the 6acintosh >-, "pple introduced the -entris line, a lo0&end Uuadra offerin#, and the ill&fated )erforma line that 0as sold in several

confusin# confi#urations and soft0are bundles to avoid competin# 0ith the various

consumer outlets such as Sears, )rice -lub, and Wal&6art, the primary dealers for

these models$ +he result 0as disastrous for "pple as consumers did not understand

the difference bet0een models$443

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urin# this time "pple e'perimented 0ith a number of other failed consumer tar#eted

products includin# di#ital cameras, portable - audio players, speakers, video

consoles, and +B appliances$ <normous resources 0ere also invested in the

problem&pla#ued e0ton division based on John Sculley;s unrealistic market

forecasts$ "itation nee%e% 3 Hltimately, all of this proved too&little&too&late for "pple as their

market share and stock prices continued to slide$ "itation nee%e% 3

 "pple sa0 the "pple series as too e'pensive to produce, 0hile takin# a0ay sales

from the lo0 end 6acintosh$43 n 199., "pple released the 6acintosh >- 0ith a

sin#le e'pansion slot for the "pple e -ard to mi#rate "pple users to the

6acintosh platform$43 "pple stopped sellin# the "pple e in 1998$

6icrosoft continued to #ain market share 0ith Windo0s, focusin# on deliverin#

soft0are to cheap commodity personal computers 0hile "pple 0as deliverin# a richly

en#ineered, but e'pensive, e'perience$4/3 "pple relied on hi#h profit mar#ins and

never developed a clear response$ nstead they sued 6icrosoft for usin# a #raphical

user interface similar to the "pple >isa in "pple -omputer, nc$ v$ 6icrosoft

-orporation$43 +he la0suit dra##ed on for years before it 0as finally dismissed$ "t

the same time, a series of ma?or product flops and missed deadlines sullied "pple;s

reputation, and Sculley 0as replaced by 6ichael Spindler $473

+,,6/+,,-2 Attempts at reinvention

+he e0ton 0as "pple;s first foray into the )" markets, as 0ell as one of the first in the

industry$ espite bein# a financial flop at the time of its release, it helped pave the 0ay for

the )alm )ilot and "pple;s o0ni)hone and i)ad in the future$

Ay the early 199.s, "pple 0as developin# alternative platforms to the 6acintosh,

such as the "OH:$ "pple had also be#un to e'periment in providin# a 6ac&only

online portal 0hich they called eWorld, developed in collaboration 0ith  "merica

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=nline and desi#ned as a 6ac&friendly alternative to other online services such

as -ompuServe$ +he 6acintosh platform itself 0as becomin# outdated since it 0as

not built for multitaskin#, and several important soft0are routines 0ere pro#rammed

directly into the hard0are$ n addition, "pple 0as facin# competition

from =SO2 and H: vendors like Sun 6icrosystems$ +he 6acintosh 0ould need to

be replaced by a ne0 platform, or re0orked to run on more po0erful hard0are$ 493

n 1994, "pple allied 0ith A6 and 6otorola in the  "6 alliance$ +he #oal 0as to

create a ne0 computin# platform (the )o0er)- Eeference )latform!, 0hich 0ould

use A6 and 6otorola hard0are coupled 0ith "pple;s soft0are$ +he "6 alliance

hoped that )Ee);s performance and "pple;s soft0are 0ould leave the )- far behind,

thus counterin# 6icrosoft$ +he same year, "pple introduced the )o0er 6acintosh, 

the first of many "pple computers to use A6;s )o0er)- processor$.3

n 199/, 6ichael Spindler 0as replaced by il "melio as -<=$ il "melio made

many chan#es at "pple, includin# massive layoffs$ 13  "fter multiple failed attempts to

improve 6ac =S, first 0ith the +ali#ent pro?ect, then later

0ith -opland and ersh0in, "melio chose to purchasee:+ and

its e:+S+<) operatin# system, brin#in# Steve Jobs back to "pple as an advisor$23 =n July 9, 199, il "melio 0as ousted by the board of directors after overseein#

a three&year record&lo0 stock price and cripplin# financial losses$ Jobs became the

interim -<= and be#an restructurin# the company;s product line$

 "t the 199 6ac0orld <'po, Steve Jobs announced that "pple 0ould ?oin 6icrosoft

to release ne0 versions of 6icrosoft =ffice for the 6acintosh, and that 6icrosoft

made a I1. million investment in non&votin# "pple stock$ 83

=n ovember 1., 199, "pple introduced the "pple Store, tied to a ne0 build&to&

order manufacturin# strate#y$433

+,,0/71132 !eturn to profitability

=n "u#ust 1, 1997, "pple introduced a ne0 all&in&one computer reminiscent of

the 6acintosh 127M the i6ac$ +he i6ac desi#n team 0as led by Jonathan ve, 0ho

0ould later desi#n the i)od and the i)hone$/33 +he i6ac featured modern

technolo#y and a uniue desi#n$ t sold close to 7..,... units in its first five months$73

+hrou#h this period, "pple purchased several companies to create a portfolio of

professional and consumer&oriented di#ital production soft0are$ n 1997, "pple

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announced the purchase of 6acromedia;s Final -ut soft0are, si#nalin# its e'pansion

into the di#ital video editin# market$93 +he follo0in# year, "pple released t0o video

editin# productsM i6ovie for consumers, andFinal -ut )ro for professionals, the latter

of 0hich has #one on to be a si#nificant video&editin# pro#ram, 0ith 7..,...

re#istered users in early 2..$/.3 n 2..2 "pple purchased othin# Eeal for their

advanced di#ital compositin# application Shake,/13 as 0ell as <ma#ic for their music

productivity application >o#ic, 0hich led to the development of their consumer&

levelara#eAand application$/23/83 i)hoto;s release the same year completed

the i>ife suite$/43

 "pple retail stores allo0 potential customers to use floor models 0ithout makin# a purchase$

6ac =S :, based on e:+;s =)<S+<) and AS Hni' 0as released on 6arch 24,

2..1, after several years of development$ "imed at consumers and professionals

alike, 6ac =S : aimed to combine the stability, reliability and security of Hni' 0ith

the ease of use afforded by an overhauled user interface$ +o aid users in mi#ratin#

from 6ac =S 9, the ne0 operatin# system allo0ed the use of =S 9 applications

throu#h 6ac =S :;s -lassic environment$/3

=n 6ay 19, 2..1, "pple opened the first official "pple Eetail Stores in Bir#inia and

-alifornia$//3 later on July 9 they bou#ht Spruce +echnolo#ies, a B

authorin# company$ +he same year, "pple introduced the i)od portable di#ital audio

player $ +he product 0as phenomenally successful D over 1.. million units 0ere

sold 0ithin si' years$ /3/73 n 2..8, "pple;s i+unes Store 0as introduced, offerin#

online music do0nloads for I.$99 a son# and inte#ration 0ith the i)od$ +he service

uickly became the market leader in online music services, 0ith over billion

do0nloads by June 19, 2..7$/93

Since 2..1 "pple;s desi#n team has pro#ressively abandoned the use of translucent

colored plastics first used in the i6ac 8$ +his be#an 0ith

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the titanium )o0erAook and 0as follo0ed by the 0hite polycarbonate iAook and the

flat&panel i6ac$.313

7113/711-2 T#e 'ntel transition

Main arti"le: Apple3!ntel transition

+he 6acAook )ro (1$4G 0idescreen! 0as "pple;s first laptop 0ith an ntelmicroprocessor$ t

0as announced in January 2../ and is aimed at the professional market$

 "t the World0ide evelopers -onference keynote address on June /, 2.., Steve

Jobs announced that "pple 0ould be#in producin# ntel&based 6ac computers in

2../$23 =n January 1., 2../, the ne0 6acAook )ro and i6ac became the first

 "pple computers to use ntel;s -ore uo -)H$ Ay "u#ust , 2../ "pple had

transitioned the entire 6ac product line to ntel chips, over one year sooner than

announced$23 +he)o0er 6ac, iAook, and )o0erAook brands 0ere retired durin# the

transition* the 6ac )ro, 6acAook, and 6acAook )ro became their respective

successors$ 8343 =n "pril 29, 2..9, +he Wall Street Journal reported that "pple 0as

buildin# its o0n team of en#ineers to desi#n microchips$ 3

 "pple also introduced Aoot -amp to help users install Windo0s :) or Windo0s

Bista on their ntel 6acs alon#side 6ac =S :$ /3

 "pple;s success durin# this period 0as evident in its stock price$ Aet0een early 2..8

and 2../, the price of "pple;s stock increased more than tenfold, from around I/ per 

share (split&ad?usted! to over I7.$ n January 2../, "pple;s market cap surpassed

that of ell$3 ine years prior, ell;s -<= 6ichael ell said that if he ran "pple he

0ould Gshut it do0n and #ive the money back to the shareholders$G 73

 "lthou#h "pple;s market share in computers has #ro0n, it remains far behind

competitors usin# 6icrosoft Windo0s, 0ith only about 7@ of desktops and laptops in

the H$S$93

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711-/present2 &obile $onsumer ele$troni$s era

eliverin# his keynote at the 6ac0orld <'po on January 9, 2.., Jobs announced

that "pple -omputer, nc$ 0ould from that point on be kno0n as "pple nc$, because

computers are no lon#er the sin#ular focus of the company$ +his chan#e reflects the

company;s shift of emphasis to mobile electronic devices from personal computers$

+he event also sa0 the announcement of the i)hone and the "pple +B$7.3 +he

follo0in# day, "pple shares hit I9$7., an all&time hi#h at that point$ n 6ay, "pple;s

share price passed the I1.. mark$713

n an article posted on "pple;s 0ebsite on February /, 2.., Steve Jobs 0rote that

 "pple 0ould be 0illin# to sell music on the i+unes Store 0ithout E6 (0hich 0ould

allo0 tracks to be played on third&party players! if record labels 0ould a#ree to drop

the technolo#y$723 =n "pril 2, 2.., "pple and <6 ?ointly announced the removal of

E6 technolo#y from <6;s catalo# in the i+unes Store, effective in 6ay$ 783 =ther

record labels follo0ed later that year$

+he 6ac, i)ad, and i)hone no0 form the core of "pple;s business$

n July of the follo0in# year, "pple launched the "pp Store to sell third&party

applications for the i)hone and i)od +ouch$743 Within a month, the store sold /.

million applications and brou#ht in I1 million daily on avera#e, 0ith Jobs speculatin#

that the "pp Store could become a billion&dollar business for "pple$ 73 +hree months

later, it 0as announced that "pple had become the third&lar#est mobile handset

supplier in the 0orld due to the popularity of the i)hone$ 7/3

=n ecember 1/, 2..7, "pple announced that after over 2. years of attendin#

6ac0orld, 2..9 0ould be the last year "pple 0ould be attendin# the 6ac0orld <'po,

and that )hil Schiller  0ould deliver the 2..9 keynote in lieu of the e'pected Jobs$73 "lmost e'actly one month later, on January 14, 2..9, an internal "pple memo

from Jobs announced that he 0ould be takin# a si'&month leave of absence, until the

end of June 2..9, to allo0 him to better focus on his health and to allo0 the

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company to better focus on its products 0ithout havin# the rampant media

speculatin# about his health$773 espite Jobs; absence, "pple recorded its best non&

holiday uarter (U1 FN 2..9! durin# the recession 0ith a revenue of I7$1/ billion

and a profit of I1$21 billion$793

Wi<inews has related news?

 Apple unveils iPhone 4, iOS 4 at Worldwide Developers Conference !"!

 Apple to #ive free cases, refunds to iPhone 4 owners

 Apple unveils new iPods, Apple $%& updates iOS, i$unes

 Apple unveils new 'ac(oo) Air laptops, i*ife +"" software suite

 "fter years of speculation and multiple rumored GleaksG "pple announced a lar#e

screen, tablet&like media device kno0n as the i)ad on January 2, 2.1.$ +he i)ad

runs the same touch based operatin# system that the i)hone uses and many of the

same i)hone apps are compatible 0ith the i)ad$ +his #ave the i)ad a lar#e app

catalo# on launch even 0ith very little development time before the release$ >ater

that year on "pril 8, 2.1., the i)ad 0as launched in the HS and sold more than

8..,... units on that day and reachin# ..,... by the end of the first 0eek$ 9.3 n

6ay of the same year, "pple;s market cap e'ceeded that of competitor 6icrosoft for

the first time since 1979$913

 "pple released the fourth #eneration i)hone, 0hich introduced video

callin#, multitaskin#, and a ne0 uninsulated stainless steel desi#n, 0hich acts as the

phone;s antenna$ Aecause of this antenna implementation, some i)hone 4 users

reported a reduction in si#nal stren#th 0hen the phone is held in specific 0ays$ "fter

a lar#e amount of media covera#e includin# mainstream ne0s or#ani5ations, "pple

held a press conference 0here they offered buyers a free rubber ;bumper; case,

0hich had been proven to eliminate the si#nal reduction issue$ >ater that year "pple

a#ain refreshed its i)od line of 6)8 players 0hich itroduced a multi&touch i)od

ano, i)od +ouch 0ith Face+ime, and i)od Shuffle0ith buttons 0hich brou#ht backthe buttons of earlier #enerations$923983943

n =ctober 2.1., "pple shares hit an all&time hi#h, eclipsin# I8..$ 93 "dditionally, on

=ctober 2., "pple updated their 6acAook "ir  laptop,i>ife suite of applications, and

unveiled 6ac =S : >ion, the latest installment in their 6ac =S : operatin# system$

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9/3 =n January /, 2.11, the company opened their 6ac "pp Store, a di#ital soft0are

distribution platform, similar to the e'istin# i=S "pp Store$93

=n January 1, 2.11, an internal "pple memo from Jobs announced that he 0ill

once a#ain take a medical leave of absence, for an indefinite period, to allo0 him to

focus on his health$ -hief operatin# officer +imothy $ -ook 0ill take up Jobs; day&to&

day operations at "pple, althou#h Jobs 0ill still remain Ginvolved in ma?or strate#ic

decisions for the company$G973

Produ$ts

See also: Ti&eline of Apple pro%u"ts an% List of pro%u"ts %is"ontinue% y Apple !n"#

&a$ and a$$essories

See also: Ti&eline of Ma"intosh &o%els List of Ma"intosh &o%els groupe% y (<-

type an%  List of Ma"intosh &o%els y "ase type

+he 6ac mini

6ac mini, consumer sub&desktop computer and server introduced in 2..

i6ac, consumer all&in&one desktop computer introduced in 1997 6ac )ro, 0orkstation&class desktop computer introduced in 2../, replacin#

the )o0er 6acintosh

6acAook, consumer notebook introduced in 2../, replacin# the iAook

6acAook "ir , ultra&thin, ultra&portable notebook introduced in 2..7

6acAook )ro, professional notebook introduced in 2../, replacin# the

)o0erAook

:serve, rack mounted server 

 "pple also sells a variety of computer accessories for 6ac computers includin#

the "ir)ort 0ireless net0orkin# products, +ime -apsule, -inema isplay, 6a#ic

6ouse, 6a#ic +rackpad,Wireless eyboard, the "pple Aattery -har#er  and

the "pple HSA 6odem$

iPad

Main arti"le: i<a% 

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=n January 2, 2.1., "pple introduced their much&anticipated media tablet,

the i)ad runnin# a modified version of i=S$ t offers multi&touch interaction 0ith

multimedia formats includin# ne0spapers, ma#a5ines, ebooks, te'tbooks, photos,

movies, +B sho0s videos, music, 0ord processin# documents, spreadsheets, video

#ames, and most e'istin# i)hone apps$993 t also includes a mobile version

of Safari for internet bro0sin#, as 0ell as access to the "pp Store, i+unes

>ibrary, iAooks Store, contacts, and notepad$ -ontent is do0nloadable via Wi&Fiand

optional 8 service or synced throu#h the user;s computer$1..3  "+Q+ is currently the

sole HS provider of 8 0ireless access for the i)ad$ 1.13

iPod

Main arti"le: i<o% 

+he current i)od family, featurin# the i)od Shuffle, i)od ano, i)od -lassic, and i)od +ouch

=n =ctober 28, 2..1, "pple introduced the i)od di#ital music player$ t has evolved

to include various models tar#etin# the 0ants of different users$ +he i)od is the

market leader in portable music players by a si#nificant mar#in, 0ith more than 22.

million units shipped as of September 2..9$ 1.23 "pple has partnered 0ith ike to

offer the ikeVi)od Sports it enablin# runners to synchroni5e and monitor their

runs 0ith i+unes and the ikeV 0ebsite$ "pple currently sells four variants of the

i)od$

i)od -lassic (previously named i)od from 2..1 to 2..!, portable media

player  first introduced in 2..1, currently available in a 1/. A model$

i)od ano, portable media player first introduced in 2.., currently available

in 7 and 1/ A models$ +he ne0est #eneration has a F6 radio, a pedometer ,and a ne0 multi&touch interface that replaced the traditional i)od click 0heel$

i)od Shuffle, di#ital audio player first introduced in 2.., currently available in

2 and 4 A models$

i)od +ouch, portable media player that runs i=S, first introduced in

September 2.. after the i)hone 0ent on sale$ -urrently available in 7, 82, and

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/4 A models$ +he latest #eneration features the "pple "4 processor, a Eetina

isplay, and dual cameras on the front and back$ +he back camera allo0s video

recordin# at2.p$

iP#oneMain arti"le: i<hone

 "t the 6ac0orld -onference Q <'po in January 2.., Steve Jobs revealed the lon#

anticipated1.83 i)hone, a conver#ence of an nternet&enabled smartphone and i)od$1.43 +he ori#inal i)hone combined a 2$ uad band S6 and << cellular phone

0ith features found in hand held devices, runnin# scaled&do0n versions of "pple;s

6ac =S : (dubbed i=S, formerly i)hone =S!, 0ith various 6ac =S : applications

such as Safari and 6ail$ t also includes 0eb&based and ashboard apps such

as oo#le 6aps and Weather $ +he i)hone features a 8$&inch (79 mm! touch screendisplay, 4, 7, or 1/ A of memory, Aluetooth, and Wi&Fi (both GbG and G#G!$1.43 +he

i)hone first became available on June 29, 2.. for I499 (4 A! and I99 (7 A!

0ith an  "+Q+ contract$1.3 =n February , 2..7, "pple updated the ori#inal i)hone to

have 1/ A of memory, in addition to the 7 A and 4 A models$1./3 =n June 9,

2..7, atWW- 2..7, Steve Jobs announced that the i)hone 8 0ould be available

on July 11, 2..7$1.3 +his version added support for 8 net0orkin#, assisted&

)S navi#ation, and a price cut to I199 for the 7 A version, and I299 for the

1/ A version, 0hich 0as available in both black and 0hite$ +he ne0 version 0as

visually different from its predecessor in that it eliminated the flat silver back, and

lar#e antenna suare for a curved #lossy black or 0hite back$ Follo0in# complaints

from many people, the headphone ?ack 0as chan#ed from a recessed ?ack to a flush

 ?ack to be compatible 0ith more styles of headphones$ +he soft0are capabilities

chan#ed as 0ell, 0ith the release of the ne0 i)hone came the release of

 "pple;s  "pp Store* the store provided applications for do0nload that 0ere

compatible 0ith the i)hone$ =n "pril 24, 2..9, the "pp Store surpassed one billion

do0nloads$1.73 =n June 7, 2..9, at "pple;s annual 0orld0ide developers conference,

the i)hone 8S 0as announced, providin# an incremental update to the deviceincludin# faster internal components, support for faster 8 speeds, video recordin#

capability, and voice control$ =n June , 2.1., at WW- 2.1., the i)hone 4 0as

announced, 0hich "pple says is its G;bi##est leap 0e;ve takenG since the ori#inal

i)hone$1.93+he phone includes an all&ne0 desi#n, 9/.'/4. display, "pple;s "4

processor used in the i)ad, a #yroscope for enhanced #amin#, 6) camera 0ith

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>< flash, front&facin# B" camera and Face+ime video callin#$ Shortly after the

release of the i)hone 4, it 0as reali5ed by consumers that the ne0 i)hone had

reception issues$ +his is due to the stainless steel band around the ed#e of the

device, 0hich also serves as the phones cellular si#nal and Wi&Fi antenna$ +he

current fi' for this issue is a GAumper -aseG for the phone distributed for free to all

i)hone 4 o0ners, sub?ect to terms$

Apple T8

Main arti"le: Apple T= 

+he "pple +B, in its most recent revision

 "t the 2.. 6ac0orld conference, Jobs demonstrated the "pple +B, (previously

kno0n as the i+B!,11.3 a set&top video device intended to brid#e the sale of content

from i+unes 0ith hi#h&definition televisions$ +he device links up to a user;s +B and

syncs, either via Wi&Fi or a 0ired net0ork, 0ith one computer;s i+unes library andstreams from an additional four$ +he "pple +B ori#inally incorporated a 4. A hard

drive for stora#e, includes outputs for %6 and component video, and plays video

at a ma'imum resolution of 2.p$1113 =n 6ay 81, 2.. a 1/. A drive 0as released

alon#side the e'istin# 4. A model1123 and on January 1, 2..7 a soft0are update

0as released, 0hich allo0ed media to be purchased directly from the "pple +B$1183 n

September 2..9, "pple discontinued the ori#inal 4. A "pple +B and no0 continues

to produce and sell the 1/. A "pple +B$ =n September 1, 2.1., alon#side the

release of the ne0 line of i)od devices for the year, "pple released a completely

redesi#ned "pple +B$ +he ne0 device is 1O4 the si5e, runs uieter, and replaces the

need for a hard drive 0ith media streamin# from any i+unes library on the net0ork

alon# 0ith 7 A of flash memory to cache media do0nloaded$ "pple 0ith the "pple

+B has added another device to its portfolio that runs on its "4 processor alon# 0ith

the i)ad and the i)hone$ +he memory included in the device is the half of the i)hone

4 at 2/ 6A* the same as the i)ad, i)hone 8S, i)od touch 8, and i)od touch 4$

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1143 t has %6 out as the only video out source$ Features include access to the

i+unes Store to rent movies and +B sho0s (purchasin# has been discontinued!,

streamin# from internet video sources, includin# Nou+ube and etfli', and media

streamin# from an i+unes library$ "pple also reduced the price of the device to I99$

Soft9are

See also: List of Ma"intosh soft9are

 "pple develops its o0n operatin# system to run on 6acs, 6ac =S :, the latest

version bein# 6ac =S : v1.$/ Sno0 >eopard$ "pple also independently develops

computer soft0are titles for its 6ac =S : operatin# system$ 6uch of the soft0are

 "pple develops is bundled 0ith its computers$ "n e'ample of this is the consumer&

oriented i>ife soft0are packa#e that bundlesiB, i6ovie, i)hoto,

i+unes, ara#eAand, and iWeb$ For presentation, pa#e layout and 0ord

processin#, iWork is available, 0hich includes eynote, )a#es, and umbers$ 

i+unes,Uuick+ime media player, Safari 0eb bro0ser, and Soft0are Hpdate are

available as free do0nloads for both 6ac =S : and Windo0s$

 "pple also offers a ran#e of professional soft0are titles$ +heir ran#e of server

soft0are includes the operatin# system 6ac =S : Server * "pple Eemote esktop, a

remote systems mana#ement application* Web=b?ects, Java << Web application

server * and :san, a Stora#e "rea et0ork file system$ For the professional creative

market, there is "perture for professional E"W&format photo processin#* Final -ut

Studio, a video production suite* >o#ic, a comprehensive music toolkit and Shake,

an advanced effects composition pro#ram$

 "pple also offers online services 0ith 6obile6e (formerly $6ac! that bundles

personal 0eb pa#es, email, roups, iisk, backup, iSync, and >earnin# -enter

online tutorials$ 6obile6e is a subscription&based internet suite that capitali5es on

the ability to store personal data on an online server and thereby keep all 0eb&

connected devices in sync$113 "nnounced at 6acWorld <'po

2..9, iWork$com allo0s iWork users to upload documents for sharin# and

collaboration$

Timeline of Apple produ$ts

See also: Ti&eline of Apple !n"# pro%u"ts Ti&eline of Apple !! fa&ily  an% Ti&eline

of Ma"intosh &o%els

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<ro%u"ts on this ti&eline in%i"ate intro%u"tion %ates only an% not ne"essarily

%is"ontinue% %ates as ne9 pro%u"ts egin on a "ontiguous pro%u"t line#

Culture

Corporate

 "pple 0as one of several hi#hly successful companies founded in the 19.s

that bucked the traditional notions of 0hat a corporate culture should look like in

or#ani5ational hierarchy (flat versus tall, casual versus formal attire, etc$!$ =ther

hi#hly successful firms 0ith similar cultural aspects from the same period

include South0est "irlines and 6icrosoft$ =ri#inally, the company stood in

opposition to staid competitors like A6 by default, thanks to the influence of its

founders* Steve Jobs often 0alked around the office barefoot even after "pple

0as aFortune .. company$ Ay the time of the G1974G +B ad, this trait had

become a key 0ay the company attempts to differentiate itself from its

competitors$11/3

 "s the company has #ro0n and been led by a series of chief e'ecutives, each

0ith his o0n idea of 0hat "pple should be, some of its ori#inal character has

ar#uably been lost, but "pple still has a reputation for fosterin# individuality and

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e'cellence that reliably dra0s talented people into its employ, especially after

Jobs; return$ +o reco#ni5e the best of its employees, "pple created the "pple

Fello0s pro#ram, a0ardin# individuals 0ho made e'traordinary technical or

leadership contributions to personal computin# 0hile at the company$ +he "pple

Fello0ship has so far been a0arded to a fe0 individuals includin# Aill "tkinson,113 Steve -apps,1173 Eod %olt,113  "lan ay,119312.3 uy a0asaki,11931213  "l

 "lcorn,1223 on orman,1193 Eich )a#e,113 and Steve Wo5niak$113

umerous employees of "pple have cited that pro?ects 0ithout Jobs;

involvement often take lon#er than pro?ects 0ith his involvement$ 1283  "nother

presents the ima#e of Jobs G0anderin# the hall 0ith a flame thro0er  in hand,

askin# random people ;do you 0ork on 6obile6eK;G$1243

:sers

 "pple aficionados 0ait in line around an "pple retail store in anticipation of a ne0product$ +his branch is located on Fifth "venue in e0 Nork -ity, 0ith a #lass cube

housin# a cylindrical elevator and a spiral staircase that lead into the subterranean

store$

While this brand loyalty is considered unusual for any product, "pple appears

not to have #one out of its 0ay to create it$ "t one time, "pple evan#elists 0ere

actively en#a#ed by the company, but this 0as after the phenomenon 0as

already firmly established$ "pple evan#elist uy a0asaki has called the brand

fanaticism Gsomethin# that 0as stumbled uponG$123 "pple has, ho0ever,

supported the continuin# e'istence of a net0ork of 6ac Hser roups in most

ma?or and many minor centers of population 0here 6ac computers are

available$

6ac users 0ould meet at the <uropean "pple <'po and the San

Francisco 6ac0orld -onference Q <'po trade sho0s 0here "pple traditionally

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introduced ne0 products each year to the industry and public until "pple pulled

out of both events$ While the conferences continue, "pple does not have official

representation there$ 6ac developers, in turn, continue #ather at the annual

 "pple World0ide evelopers -onference$

 "pple Store openin#s can dra0 cro0ds of thousands, 0ith some 0aitin# in line

as much as a day before the openin# or flyin# in from other countries for the

event$12/3 +he e0 Nork -ity Fifth "venue G-ubeG store had a line as lon# as

half a mile* a fe0 6ac fans took the opportunity of the settin# to propose

marria#e$123 +he in5a openin# in +okyo 0as estimated in the thousands 0ith a

line e'ceedin# ei#ht city blocks$ 1273

John Sculley told The >uar%ian ne0spaper in 199M G)eople talk about

technolo#y, but "pple 0as a marketin# company$ t 0as the marketin# company

of the decade$G1293

Eesearch in 2..2 by etEatin#s indicate that the avera#e "pple consumer 0as

usually more affluent and more 0ell&educated than )- consumers$ +he

research indicated that this correlation could stem from the fact that on avera#e

 "pple nc$ products are more e'pensive than )- products$18.31813 "lmost ten

years later the e0 Nork +imes noted, G$$$the i)ad 2 actually costs less than its

comparably euipped "ndroid rivals$G 1823

Corporate affairs

See also: List of &ergers an% a"?uisitions y Apple Braeurn

(apital  an%  $ileMaker !n"#

urin# the 6ac;s early history "pple #enerally refused to adopt prevailin#

industry standards for hard0are, instead creatin# their o0n$ 1883 +his trend 0as

lar#ely reversed in the late 199.s be#innin# 0ith "pple;s adoption of

the )- bus in the ..O7..O9.. )o0er 6acs$ "pple has since

adopted HSA, "), %yper+ransport, Wi&Fi, and other industry standards in its

computers and 0as in some cases a leader in the adoption of standards suchas HSA$1843 FireWire is an "pple&ori#inated standard that has seen 0idespread

industry adoption after it 0as standardi5ed as <<< 1894$183

<ver since the first "pple Store opened, "pple has sold third party accessories$18/3 +his allo0s, for instance, ikon and -anon to sell their 6ac&compatible

di#ital cameras and camcorders inside the store$ "dobe, one of "pple;s oldest

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soft0are partners,183 also sells its 6ac&compatible soft0are, as does 6icrosoft,

0ho sells 6icrosoft =ffice for the 6ac$ Aooks from John Wiley Q Sons, 0ho

publishes the For ummies series of instructional books, are a notable

e'ception, ho0ever$ +he publisher;s line of books 0ere banned from "pple

Stores in 2.. because Steve Jobs disa#reed 0ith their decision to publish an

unauthori5ed Jobs bio#raphy, i(on$1873

(ead;uarters

Main arti"le: !nfinite Loop @street

-ompany headuarters on nfinite >oop in-upertino, -alifornia

 "pple nc$;s 0orld corporate headuarters are located in the middle of Silicon

Balley, at 1 nfinite >oop, -upertino, -alifornia$ +his "pple campus has si'

buildin#s that total 7.,... suare feet (9,... m2! and 0as built in 1998 by

Sobrato evelopment -os$

1893

n 2../, "pple announced its intention to build a second campus on . acres

(2..,... m2! assembled from various conti#uous plots$ +he ne0 campus, also

in -upertino, 0ill be about 1 mile (1$/ km! east of the current campus$ 14.3

Advertising

Main arti"le: Apple !n"# a%6ertising 

$urther infor&ation: Think Different  >et a Ma"  an%   Apple S9it"h a% "a&paign

Since the introduction of the 6acintosh in 1974 0ith the 1974 Super Ao0l

commercial to the more modern ;et a 6ac; adverts, "pple has been

reco#ni5ed in the past for its efforts to0ards effective advertisin# and marketin#

for its products, thou#h its advertisin# has been critici5ed for the claims of some

more recent campai#ns, particularly 2.. )o0er 6ac ads 141314231483 and i)hone

ads in Aritain$

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4ogos

See also: -$$$  or   seen as the Apple logo in so&e fonts#

+he ori#inal lo#o 0ith saac e0ton under an apple tree

+he rainbo0 GbittenG lo#o, used from late 19/ to 1997

+he monochrome lo#o, used since 1997

 "pple;s first lo#o, Wayne, depicts Sir saac e0ton sittin# under an apple

tree$

 "lmost immediately, thou#h, this 0as replaced by Eob Janoff ;s Grainbo0

 "ppleG, the no0&familiar rainbo0&colored silhouette of an apple 0ith a bite

taken out of it$ Janoff presented Jobs 0ith several different monochromatic

themes for the GbittenG lo#o, and Jobs immediately took a likin# to it$ While

Jobs liked the lo#o, he insisted it be in color to humani5e the company$ 1443

143 +he "pple lo#o 0as desi#ned 0ith a bite so that it 0ouldn;t be

reco#ni5ed as another fruit$ +he colored stripes 0ere conceived to make

the lo#o more accessible, and to represent the fact the monitor could

reproduce ima#es in color$14/3 +he lo#o is often erroneously referred to as a

tribute to "lan +urin#, 0ith the bite mark a reference to his method ofsuicide$143 Aoth the desi#ner of the lo#o and the company deny that there

is any homa#e to +urin# in the desi#n of the lo#o$14/31473

n 1997, 0ith the roll&out of the ne0 i6ac, "pple discontinued the rainbo0

theme and be#an to use monochromatic themes, nearly identical in shape

to its previous rainbo0 incarnation, on various products, packa#in# and

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advertisin#$ "n  "ua&themed version of the monochrome lo#o 0as used

from 2..1L2..8, and a lass&themed version has been used since 2..8$

Slogans

Main arti"le: List of Apple !n"# slogans "pple;s first slo#an, GAyte into an "ppleG, 0as coined in the late 19.s$1493 From 199L2..2, "pple used the slo#an +hink ifferent in advertisin#

campai#ns$ +he slo#an had a lastin# impact on their ima#e and revived

their popularity 0ith the media and customers, and the #rammar caused a

bit of discussion (i$e$ GthinkG is a verb, 0hich is modified by adverbs*

therefore the adverb GdifferentlyG should be used, not the ad?ective

GdifferentG1.3!$ "lthou#h the slo#an has been retired, it is still closely

associated 0ith "pple$113 "pple also has slo#ans for specific product

lines D for e'ample, Gi+hink, therefore i6acG 0as used in 1997 to promote

the i6ac,123 and GSay hello to i)honeG has been used in i)hone

advertisements$ 183 G%elloG 0as also used to introduce the ori#inal

6acintosh, e0ton, i6ac (Ghello (a#ain!G!, and i)od$143

Commer$ials

See also: 01C @a%6ertise&ent Le&&ings @a%6ertise&ent i<o%

a%6ertising  an% &usi" use% y Apple !n"#

 "pple;s product commercials #ained fame for launchin# musicians intostardom as a result of their eye&poppin# #raphics and catchy tunes$13 First, the company populari5ed -anadian sin#er Feist;s G1284G son# in

its ad campai#n$13 >ater, "pple used the son# Ge0 SoulG by French&

sraeli sin#er&son#0riter Nael am to promote the 6acAook "ir $13 +he

debut sin#le shot to the top of the charts and sold hundreds of thousands

of copies in a span of 0eeks$13

Environmental re$ord

reenpeace, an environmental or#ani5ation, has confronted "pple on

various environmental issues, includin# promotin# a #lobal end&of&life take&

back plan, non&recyclable hard0are components, and to'ins 0ithin

the i)hone hard0are$1/313 Since 2..8 they have campai#ned a#ainst

 "pple re#ardin# their chemical policies, in particular the inclusion

of )B- andAFEs in their products, both of 0hich have serious ne#ative

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health effects$1/3  "t the 2.. 6ac0orld <'po, reenpeace presented a

critiue of "pple$ Eick %ind, the le#islative director of reenpeace;s to'ics

campai#n, said, G(+he company! is #ettin# #reener, but not #reen enou#h$G

%ind commented further, G+he 6acAook "ir has less to'ic )B- plastic and

less to'ic AFEs, but it could have 5ero and that 0ould make "pple an eco&

leader$G173 =n 6ay 2, 2.., Steve Jobs released a report announcin#

plans to eliminate )B- and AFEs by the end of 2..7$ 1931/.3 "pple has

since eliminated )B- and AFEs across its product ran#e$ 1/13 t became the

first laptop maker to remove )B- and AFEs$ 1/23

n reenpeace;s uide to reener <lectronics that scores electronics

manufacturers on their policies re#ardin# to'ic chemicals, recyclin# and

climate chan#e, "pple ranked 9th out of 17 leadin# electronic makers in

=ctober 2.1. 0ith a score of 4$9O1. (securin# the same score as in theprevious version of the #uide, ho0ever slippin# 4 places do0n the rankin#!$1/83reenpeace critici5es for e'ample that "pple does not provide

information about its mana#ement of chemicals and its supply chain

communications$ "pple also continues to score poorly in the reenpeace;s

#uide for the minimal information it provides about its future to'ic chemical

phase&out plans$1/43 n the first edition, released in "u#ust 2../, "pple

scored 2$O1.$1/3

n 2.1., -limate -ounts, a nonprofit or#ani5ation dedicated to directin#consumers to0ard the #reenest companies, #ave "pple a score of 2

points out of a possible 1.., 0hich puts "pple in their top cate#ory

GStridin#G$1//3 +his 0as an increase from 6ay 2..7, 0hen -limate -ounts

only #ave "pple 11 points out of a 1.., 0hich placed the company last

amon# electronics companies, at 0hich time -limate -ounts also labeled

 "pple 0ith a Gstuck iconG, addin# that "pple at the time 0as Ga choice to

avoid for the climate conscious consumerG$143

+he <nvironmental )rotection "#ency rates "pple hi#hest amon#stproducers of notebook computers, and fairly 0ell compared to producers of 

desktop computers and >- displays$1/31/73

n June 2.., "pple up#raded the 6acAook )ro, replacin# cold

cathode fluorescent lamp (--F>! backlit >- displays 0ith mercury&

free >< backlit >- displays and arsenic&free #lass,1/93 and has since

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done this for all notebooks$ "pple has also phased out AFEs and )B-s

from various internal components$1931.3113 "pple also offers detailed

information about the emissions, materials, and electrical usa#e of each

product$123

n June 2..9, "pple;s i)hone 8S 0as free of )B-, arsenic, AFEs and

had an efficient po0er adapter$1/93

n =ctober 2..9, "pple up#raded the i6ac and 6acAook, replacin# the

cold cathode fluorescent lamp (--F>! backlit >- displays 0ith mercury&

free >< backlit >- displays and arsenic&free #lass$ 183 +his means all

 "pple computers have mercury free >< backlit displays, arsenic&free

#lass and are 0ithout )B- cables$ "ll "pple computers also have <)<"+

old status$1/93

4abor pra$ti$es

$urther infor&ation:  Apple laor pra"ti"es

n 2../, the Mail on Sun%ay  reported that s0eatshop conditions e'isted in

some factories in -hina, 0here the contract

manufacturers, Fo'conn and nventec, operate the factories that produce

the i)od$143 +he article stated that one comple' of factories that assembles

the i)od (amon# other items!, for instance, had over 2..,... 0orkers that

lived and 0orked in the factory, 0ith employees re#ularly 0orkin# morethan /. hours per 0eek$ +he article also reported that 0orkers made

around I1.. per month and 0ere reuired to live on the premises and pay

for rent and food from the company, 0hich #enerally amounted to a little

over half of 0orkers; earnin#s$183131/313

mmediately after the alle#ations, "pple launched an investi#ation and

0orked 0ith their manufacturers to ensure that conditions 0ere acceptable

to "pple$173 n 2.., "pple started yearly audits of all its suppliers

re#ardin# 0orker;s ri#hts, slo0ly raisin# standards and prunin# suppliersthat did not comply$ Nearly pro#ress reports have been published since

2..7$193n 2.1., 0orkers in -hina planned to sue i)hone contractors over

poisonin# by a cleaner used to clean >- screens$ =ne 0orker claimed

that he and his co0orkers had not been informed of possible occupational

illnesses$ 17.3

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%istory of "pple nc$From Wikipedia, the free encyclopedia

$or &ore general infor&ation aout the "o&pany see Apple !n"##

"his article has multiple issues! Please help improve it ordiscuss these issues on the tal- page*

t needs additional references or

sources for verification! 5agged since =arch 200*

ts tone or style ,a not be appropriate for

Wi<ipedia* 5agged since =arch 200*

t ,a be too long* So,e content ,a need to

 be su,,aried or split* 5agged since +ugust 2010*

ts lead section reEuires e;pansion* 5agged since Februar

200"*

Apple 'n$*, formerly Apple Computer) 'n$*, is a multinational

corporation that creates consumer electronics, computer soft0are,

and commercial servers$ "pple;s core product lines are

the i)hone, i)od music player, and 6acintosh computers$

Founders Steve Jobs and Steve Wo5niak effectively created "pple

-omputer  on "pril 1, 19/, 0ith the release of the "pple , andincorporated the company on January 8, 19, in -upertino, -alifornia$

For over t0o decades, "pple -omputer has been predominantly a

manufacturer of personal computers, includin# the "pple , 6acintosh,

and )o0er 6ac lines, but faced rocky sales and lo0 market share

durin# the 199.s$ Jobs, 0ho had been ousted from the company in

197, returned to become "pple;s -<= in 199/, and brou#ht 0ith him a

ne0 corporate philosophy of reco#ni5able products and simple desi#n$

With the introduction of the successful i)od music player in 2..1, "pple

established itself as a leader in the consumer electronics industry,droppin# G-omputerG from its name$ +he latest era of phenomenal

success for the company is in the i=S ("pple! ran#e of products that

be#an 0ith the i)hone, i)od +ouch and no0 i)ad$ +oday, "pple is the

lar#est technolo#y firm in the 0orld, 0ith annual revenue of over I/.

billion$13 n mid 2.1., "pple overtook 6icrosoft to become the lar#est

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technolo#y by market capitalisation$23 While breakin# the I8.. billion

market value in January 2.11, "pple currently is the 0orld;s second

lar#est company behind <''on 6obil$83

Contents

 'hide(

1 1"%"1"4? Jobs and Wonia< 

o 1*1 Prefoundation

o 1*2 5he +pple

o 1* 5he +pple

o 1*4 5he +pple

o 1*# 5he +pple P

o 1*% :ero; P+-C and the 7isao 1*. 5he release of the =acintosh and the 1"4 co,,ercial

1*.*1 1"#? Jobs leaves +pple

2 1"#1"".? Sculle! Spindler! +,elio

o 2*1 Corporate Perfor,ance

o 2*2 5he +pple fa,il of the 1"0s

o 2* 5he =ac fa,il

o 2*4 5he earl,id 1""0s

o 2*# 1"".? 5he -eturn of Jobs

2*#*1 C/

2*#*2 5he =icrosoft deal

1"" 2001? +ppleGs -enaissance

o *1 5he i=ac! i6oo<! and Power =ac H4

o *2 =ac S :

o * +pple retail stores

o *4 5he iPod

4 2002 Present? the i5unesIiS

o 4*1 5he ntel transitiono 4*2 +pple and i Web services

o 4* iPod and i5unes Store

o 4*4 iS /volution iPhone B iPad

# Financial histor

o #*1 Stoc< 

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% See also

. -eferences

Further reading

" /;ternal lin<s

<edit=+,.,>+,062 Jobs and o?nia%

<edit=Pre>foundation

ara#e of Steve Jobs; parents on -rist rive in >os "ltos, -alifornia

Steve Jobs and Steve Wo5niak 0ere outcasts 0hile they 0ere in hi#h

school* by 19, they had 0ithdra0n from Eeed -olle#e and H-

Aerkeley, respectively$ Wo5niak desi#ned a video teletype that he could

use to lo# on to the minicomputers at -all -omputer$ "le' amradt

commissioned the desi#n and sold a small number of them throu#h his

firm$ "side from their interest in up&to&date technolo#y, the impetus for

Gthe t0o StevesG seems to have had another source$ n his essay $ro&

Satori to Sili"on =alley  (published 197/!, cultural historian +heodore

Eos5ak made the point that the "pple -omputer emer#ed from 0ithin

the West -oast counterculture and the need to produce print&outs, letter 

labels, and databases$ Eos5ak offers a bit of back#round on the

development of the t0o StevesR prototype models$

n 19, Wo5niak started attendin# meetin#s of the %omebre0

-omputer -lub$ e0 microcomputers such as the "ltair 77.. and

the 6S"inspired him to build a microprocessor into his video teletype

and have a complete computer$

 "t the time the only microcomputer  -)Hs #enerally available 0ere

the HSI19 ntel 7.7., and the HSI1. 6otorola /7..$ Wo5niak

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preferred the /7.., but both 0ere out of his price ran#e$ So he 0atched,

and learned, and desi#ned computers on paper, 0aitin# for the day he

could afford a -)H$

When 6=S +echnolo#y released its HSI2. /.2 chip in 19/, Wo5niak

0rote a version of A"S- for it, then be#an to desi#n a computer for it to

run on$ +he /.2 0as desi#ned by the same people 0ho desi#ned the

/7.., as many in Silicon Balley left employers to form their o0n

companies$ Wo5niak;s earlier /7.. paper&computer needed only minor

chan#es to run on the ne0 chip$

Wo5niak completed the machine and took it to %omebre0 -omputer

-lub meetin#s to sho0 it off$ "t the meetin#, Wo5niak met his old friend

Jobs, 0ho 0as interested in the commercial potential of the small hobby

machines$

<edit=T#e Apple '

Main arti"le: Apple ! 

+he very first "pple -omputer lo#o, dra0n byEonald Wayne, depicts saac e0ton under an

apple tree$

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+he "pple lo#o in 19 created by Eob Janoff  0ith the rainbo0 color theme used until 1997$

Steve Jobs and Steve Wo5niak had been friends for some time, havin#

met in 191, 0hen their mutual friend, Aill Fernande5, introduced 21&

year&old Wo5niak to 1/&year&old Jobs$ Jobs mana#ed to interest

Wo5niak in assemblin# a machine and sellin# it$

Jobs approached a local computer store, The Byte Shop, 0ho said they

0ould be interested in the machine, but only if it came fully assembled$

+he o0ner, )aul +errell, 0ent further, sayin# he 0ould order . of the

machines and pay HS I.. each on delivery$43 Jobs then took the

purchase order that he had been #iven from the Ayte Shop to -ramer

<lectronics, a national electronic parts distributor, and ordered the

components he needed to assemble the "pple -omputer$ +he local

credit mana#er asked Jobs ho0 he 0as #oin# to pay for the parts andhe replied, G have this purchase order from the Ayte Shop chain of

computer stores for . of my computers and the payment terms

are -=$ f you #ive me the parts on a net 8. day terms can build and

deliver the computers in that time frame, collect my money from +errell

at the Ayte Shop and pay you$G 3

With that, the credit mana#er called )aul +errell 0ho 0as attendin# an

<<< computer conference at "silomar in )acific rove and verified the

validity of the purchase order$ "ma5ed at the tenacity of Jobs, +errellassured the credit mana#er if the computers sho0ed up in his stores

Jobs 0ould be paid and 0ould have more than enou#h money to pay for 

the parts order$ +he t0o Steves and their small cre0 spent day and

ni#ht buildin# and testin# the computers and delivered to +errell on time

to pay his suppliers and have a tidy profit left over for their celebration

and ne't order$ Steve Jobs had found a 0ay to finance his soon&to&be

multimillion&dollar company 0ithout #ivin# a0ay one share of stock or

o0nership$

+he machine had only a fe0 notable features$ =ne 0as the use of

a +B as the display system, 0hereas many machines had no display at

all$ +his 0as not like the displays of later machines, ho0ever* te't 0as

displayed at a terribly slo0 /. characters per second$ %o0ever, this 0as

still faster than the teletypes used on contemporary machines of that

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era$ +he "pple  also included bootstrap code on E=6, 0hich made it

easier to start up$ Finally, at the insistence of )aul +errell, Wo5niak also

desi#ned a cassette interface for loadin# and savin# pro#rams, at the

then&rapid pace of 12.. bitOs$ "lthou#h the machine 0as fairly simple, it

0as nevertheless a masterpiece of desi#n, usin# far fe0er parts thananythin# in its class, and uickly earnin# Wo5niak a reputation as a

master desi#ner$

Joined by another friend, Eonald Wayne, the three started to build the

machines$ Hsin# a variety of methods, includin# borro0in# space from

friends and family, sellin# various pri5ed items (like calculators and

a BW bus! and scroun#in#, Jobs mana#ed to secure the parts needed

0hile Wo5niak and Wayne assembled them$ Aut the o0ner of the Ayte

Shop 0as e'pectin# complete computers, not ?ust printed circuit boards$+he boards still bein# a product for the customers +errell still paid them$/3 <ventually 2.. of the "pple ;s 0ere built$

<edit=T#e Apple ''

Main arti"le: Apple !! series

Aut Wo5niak had already moved on from the "pple $ 6any of the

desi#n features of the 0ere due to the limited amount of money they

had to construct the prototype, but 0ith the income from the sales he

0as able to start construction of a #reatly improved machine, the "pple* it 0as presented to the public at the first West -oast -omputer

Faire on "pril 1/ and "pril 1, 19$ =n the first day of e'hibition, Jobs

introduced "pple to a Japanese chemist named +oshio 6i5ushima

0ho became the first authori5ed "pple dealer in Japan$

+he main difference internally 0as a completely redesi#ned +B

interface, 0hich held the display in memory$ o0 not only useful for

simple te't display, the "pple included #raphics, and, eventually, color$

Jobs mean0hile pressed for a much improved case and keyboard, 0iththe idea that the machine should be complete and ready to run out of

the bo'$ +his 0as almost the case for the "pple machines sold to +he

Ayte Shop, but one still needed to plu# various parts to#ether and type

in the code to run A"S-$

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Auildin# such a machine 0as #oin# to be fiscally burdensome$ Jobs

started lookin# for cash, but Wayne 0as some0hat #un shy due to a

failed venture four years earlier, and eventually dropped out of the

company$ Aanks 0ere reluctant to lend Jobs money* the idea of a

computer for ordinary people seemed absurd at the time$ Jobseventually met G6ikeG 6arkkula 0ho co&si#ned a bank loan for

HSI2.,..., and the three formed "pple -omputer on "pril 1, 19/$

Why "ppleK "t the time, the company to beat 0as "tari, and "pple

-omputer came before "tari alphabetically and thus also in the phone

book$ "nother reason 0as that Jobs had happy memories of 0orkin# on

an =re#on apple farm one summer$3

With both cash and a ne0 case desi#n in hand thanks to desi#ner Jerry

6anock, the "pple 0as released in 19 and became the computer#enerally credited 0ith creatin# the home computer  market"itation nee%e% 3$

6illions 0ere sold 0ell into the 197.s$ " number of different models of

the "pple series 0ere built, includin# the "pple e and "pple  S,

0hich could still be found in many schools as late as 2..$"itation nee%e% 3

<edit=T#e Apple '''

Main arti"le: Apple !!! 

 "pple

Ay the early 197.s, "pple -omputer faced increasin# competition$

While the "pple 0as already established as a successful business&

ready platform because of Bisicalc, "pple 0as not content$ +he "pple

("pple 8! 0as desi#ned to take on the A6 )- in the business

environment$

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+he "pple 0as a relatively conservative desi#n for computers of the

era$ %o0ever, Steve Jobs did not 0ant the computer to have a fan*

rather, he 0anted the heat #enerated by the electronics to be dissipated

throu#h the chassis of the machine, for#oin# the coolin# fan$

Hnfortunately, the physical desi#n of the case 0as not sufficient to cool

the components inside it$ Ay removin# the fan from the desi#n, the

 "pple 0as prone to overheatin#$ +his caused the inte#rated

circuit chips to disconnect from the motherboard$ -ustomers 0ho

contacted "pple customer service 0ere told to Gdrop the computer on

the deskG, 0hich 0ould cause the -s to fall back in to place$

+housands of "pple computers 0ere recalled and, althou#h a ne0

model 0as introduced in 1978 to rectify the problems, the dama#e 0as

already done$

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=n ecember 12, 197., "pple launched the nitial )ublic =fferin# of its

stock to the investin# public$ When "pple 0ent public, it #enerated more