Apple Inc.

Apple was founded on April 1, 1976, by Steve Jobs, Steve Wozniak, and Ronald Wayne to develop and sell Wozniak's Apple I personal computer. The company was incorporated as Apple Computer, Inc. in January 1977, and the Apple II, introduced that year, became one of the first highly successful mass-produced microcomputers.² In 1984, Apple launched the Macintosh, which introduced the graphical user interface to the mass market. After a power struggle, Jobs left in 1985 and founded NeXT; Apple struggled through the 1990s, nearly going bankrupt. In 1997, Apple acquired NeXT, bringing Jobs back as interim CEO, a move that set the stage for a remarkable turnaround.

Apple's major product lines include the iPhone (introduced 2007), iPad (2010), Mac computers, Apple Watch (2015), AirPods, and Apple TV. The company also offers services such as the App Store, Apple Music, iCloud, Apple Pay, and Apple TV+. The iPhone, in particular, has been central to Apple's success, consistently generating over half of the company's revenue.³ Apple's ecosystem is designed to work seamlessly across devices, encouraging customer loyalty and repeat purchases.

Apple's leadership has evolved over time. Tim Cook has served as CEO since 2011, succeeding Steve Jobs. Key executives include Jeff Williams (COO), Luca Maestri (CFO), and John Ternus (SVP of Hardware Engineering). Apple's board of directors includes prominent figures such as Arthur D. Levinson (Chairman) and former Vice President Al Gore. The company is known for its secretive culture and focus on design and innovation, with Jony Ive having been the chief design officer until 2019.⁴

Apple is one of the most valuable companies in the world, with a market capitalization that has exceeded $3 trillion at times. In fiscal 2023, Apple reported revenue of $383.29 billion and net income of $97 billion, making it one of the most profitable companies in history.¹ Apple's success is attributed to its strong brand, premium pricing strategy, and loyal customer base. The company faces intense competition in the smartphone and personal computer markets from Samsung, Google, and Microsoft, among others.

Apple has been involved in numerous legal disputes, including patent battles with Samsung over smartphone designs, and antitrust investigations by the U.S. Department of Justice and the European Union regarding its App Store policies and alleged monopolistic practices. In 2024, the European Union fined Apple €1.8 billion for anti-steering provisions in its App Store rules.⁵ Apple has also faced criticism over labor practices in its supply chain, leading to audits and improvements in supplier responsibility.

Beyond the headline products, Apple has a history of niche and lesser-known ventures. For example, Apple once produced a line of printers, digital cameras, and even a gaming console called the Pippin (1996). The company also developed the Apple Newton, an early personal digital assistant (1993–1998), which was a commercial failure but influenced later mobile devices. Apple's campus, Apple Park, is notable for its circular design and is nicknamed 'the spaceship.' Additionally, Apple has a secretive 'Exploratory Design Group' that works on future technologies, and it has filed patents for everything from foldable devices to a 'self-healing' display. Apple's environmental initiatives include a goal to become carbon neutral across its entire business by 2030, and it has developed recycling robots named 'Daisy' and 'Dave' to recover materials from old iPhones.⁶

iPhone

A line of smartphones designed and marketed by Apple, first introduced in 2007.

Mac

A family of personal computers designed and sold by Apple, running macOS.

App Store

A digital distribution platform for mobile apps on iOS, operated by Apple.

Tim Cook

The CEO of Apple Inc. since 2011, succeeding Steve Jobs.

Apple Park

Apple's corporate headquarters in Cupertino, California, opened in 2017.