Editing Apple Inc. (section)

== History ==
{{Main|History of Apple Inc.}}

=== 1976–1980: Founding and incorporation ===
[[File:Apple Garage.jpg|thumb|left|In 1976, [[Steve Jobs]] and [[Steve Wozniak]] co-founded Apple in Jobs's parents' home on Crist Drive in [[Los Altos, California]].{{Sfn|Linzmayer|2004|pages=6–8}} Wozniak called the popular belief that the company was founded in the garage "a bit of a myth",<ref>{{Cite web |last=Gibbs |first=Samuel |date=December 5, 2014 |title=Steve Wozniak: Apple starting in a garage is a myth |url=https://www.theguardian.com/technology/2014/dec/05/steve-wozniak-apple-starting-in-a-garage-is-a-myth |archive-url=https://web.archive.org/web/20150425011132/https://www.theguardian.com/technology/2014/dec/05/steve-wozniak-apple-starting-in-a-garage-is-a-myth |archive-date=April 25, 2015 |access-date=November 12, 2019 |website=[[The Guardian]]}}</ref> although they moved some operations to the garage when the bedroom became too crowded.<ref name="Linzmayer01">{{Cite news |last=Linzmayer |first=Owen W. |title=Apple Confidential: The Real Story of Apple Computer, Inc |work=The Denver Post |url=http://extras.denverpost.com/books/chap0411h.htm |url-status=live |archive-url=https://web.archive.org/web/20120414125259/http://extras.denverpost.com/books/chap0411h.htm |archive-date=April 14, 2012}}</ref>]]

[[File:2019-08-04 Apple I computer.jpg|thumb|The [[Apple I]] is Apple's first product, designed by Wozniak and sold as an assembled circuit board without the required keyboard, monitor, power supply, and the optional case.]]
'''Apple Computer Company''' was founded on April 1, 1976, by [[Steve Jobs]], [[Steve Wozniak]], and [[Ronald Wayne]] as a [[partnership]].{{Sfn|Linzmayer|2004|pages=6–8}}<ref>{{Cite news |last=Williams |first=Rhiannon |date=April 1, 2015 |title=Apple celebrates 39th year on April 1 |work=[[The Daily Telegraph|The Telegraph]] |url=https://www.telegraph.co.uk/technology/apple/11507451/Apple-celebrates-39th-year-on-April-1.html |url-status=live |url-access=subscription |access-date=July 9, 2017 |archive-url=https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/technology/apple/11507451/Apple-celebrates-39th-year-on-April-1.html |archive-date=January 10, 2022}}{{cbignore}}</ref> The company's first product is the [[Apple I]], a computer designed and hand-built entirely by Wozniak.<ref>{{Cite web |date=September 28, 2006 |title=Apple co-founder tells his side of the story |url=https://www.smh.com.au/news/laptops--desktops/wozniak-tells-his-side-of-the-story/2006/09/28/1159337270259.html |access-date=July 9, 2017 |website=[[The Sydney Morning Herald]] |archive-date=July 3, 2017 |archive-url=https://web.archive.org/web/20170703154618/http://www.smh.com.au/news/laptops--desktops/wozniak-tells-his-side-of-the-story/2006/09/28/1159337270259.html |url-status=live}}; {{Cite news |title=A Chat with Computing Pioneer Steve Wozniak |url=https://www.npr.org/templates/story/story.php?storyId=6167297 |website=[[NPR]] |date=September 29, 2006 |access-date=July 9, 2017 |archive-date=March 27, 2019 |archive-url=https://web.archive.org/web/20190327091333/https://www.npr.org/templates/story/story.php?storyId=6167297 |url-status=live}}</ref> To finance its creation, Jobs sold his [[Volkswagen Type 2|Volkswagen Bus]], and Wozniak sold his [[HP-65]] calculator.<ref>{{Cite book |last=Isaacson |first=Walter |url=https://books.google.com/books?id=26ev_abfrU8C |title=Steve Jobs: The Exclusive Biography |date=October 24, 2011 |publisher=Little, Brown Book Group |isbn=978-0-7481-3132-7 |language=en}}</ref>{{Rp|page=57}} Neither received the full selling price but in total earned {{US$|1300|1976|long=no|round=-2}}. Wozniak debuted the first prototype {{nowrap|Apple I}} at the [[Homebrew Computer Club]] in July 1976.<ref>{{Harvnb|O'Grady|2009|pages=2–3}}; {{Cite web |title=The Homebrew Computer Club |url=http://www.computerhistory.org/revolution/personal-computers/17/312 |access-date=July 9, 2017 |publisher=[[Computer History Museum]] |archive-date=March 27, 2019 |archive-url=https://web.archive.org/web/20190327102109/https://www.computerhistory.org/revolution/personal-computers/17/312 |url-status=live}}</ref> The Apple I was sold as a [[motherboard]] with [[CPU]], [[RAM]], and basic textual-video chips—a base kit concept which was not yet marketed as a complete personal computer.<ref>{{Cite magazine |last=Kahney |first=Leander |date=November 19, 2002 |title=Rebuilding an Apple From the Past |language=en-US |magazine=Wired |url=https://www.wired.com/2002/12/56426/ |access-date=November 7, 2022 |issn=1059-1028 |archive-date=November 7, 2022 |archive-url=https://web.archive.org/web/20221107195134/https://www.wired.com/2002/12/56426/ |url-status=live}}</ref> It was priced soon after debut for {{US$|666.66|1976|round=-2|long=no}}.<ref>{{Cite news |url=http://news.bbc.co.uk/2/hi/technology/7091190.stm |work=[[BBC News]] |title=Building the digital age |access-date=January 19, 2008 |date=November 15, 2007 |archive-date=November 28, 2017 |archive-url=https://web.archive.org/web/20171128173707/http://news.bbc.co.uk/2/hi/technology/7091190.stm |url-status=live}}; {{Cite web |title=Apple I |url=http://staging.computerhistory.org/exhibits/highlights/apple1.shtml |archive-url=https://web.archive.org/web/20070326115844/http://staging.computerhistory.org/exhibits/highlights/apple1.shtml |archive-date=March 26, 2007 |access-date=January 19, 2008 |publisher=[[Computer History Museum]]}}; [https://web.archive.org/web/20170204212503/http://www.g4tv.com/gamemakers/episodes/3781/Apple_II.html Game Makers (TV Show)]: Apple II. Originally aired January 6, 2005; {{Cite web |url=http://www.macmothership.com/gallery/newads7/1976apple1.jpg |title=Picture of original ad featuring US666.66 price|access-date=January 21, 2008|archive-date=January 15, 2020|archive-url=https://web.archive.org/web/20200115222510/http://www.macmothership.com/gallery/newads7/1976apple1.jpg|url-status=live}}</ref><ref name="iWoz">{{Cite book |last1=Wozniak |first1=Steve |title=iWoz: Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It |title-link=iWoz: Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It |last2=Smith |first2=Gina |publisher=[[W. W. Norton & Company]] |year=2006 |isbn=978-0-393-06143-7 |oclc=502898652 |author-link=Steve Wozniak |author-link2=Gina Smith (author)}}</ref>{{Rp|180}} Wozniak later said he was unaware of the coincidental [[mark of the beast]] in the number 666, and that he came up with the price because he liked "repeating digits".<ref name="VintageNews">{{Cite news |last=Blazeski |first=Goran |date=November 25, 2017 |title=Apple-1, Steve Wozniak's hand-built creation, was Apple's first official product, priced at $666.66 |work=The Vintage News |url=https://www.thevintagenews.com/2017/11/25/apples-first-official-product-was-priced-at-666-66 |access-date=November 24, 2019 |archive-date=July 26, 2020 |archive-url=https://web.archive.org/web/20200726090158/https://www.thevintagenews.com/2017/11/25/apples-first-official-product-was-priced-at-666-66/ |url-status=live}}</ref>

'''Apple Computer, Inc.''' was incorporated in [[Cupertino, California]],<ref name="Apple-10-K-Report-2024" /> on January 3, 1977,{{Sfn|Linzmayer|2004|page=10}}<ref name="Apple FAQ">{{Cite web |title=Frequently Asked Questions |url=https://investor.apple.com/faq/default.aspx |access-date=January 19, 2020 |publisher=Apple Inc. |archive-date=March 12, 2020 |archive-url=https://web.archive.org/web/20200312205405/https://investor.apple.com/faq/default.aspx |url-status=live}}</ref> without Wayne, who had left and sold his share of the company back to Jobs and Wozniak for $800 only twelve days after having co-founded it.<ref>{{Cite web |last=Luo |first=Benny |date=September 12, 2013 |title=Ronald Wayne: On Co-founding Apple and Working With Steve Jobs |url=https://nextshark.com/ronald-wayne-interview |access-date=July 9, 2017 |website=Next Shark |archive-date=March 30, 2019 |archive-url=https://web.archive.org/web/20190330085628/https://nextshark.com/ronald-wayne-interview |url-status=live}}; {{Cite web |first=Dan |last=Simon |title=The gambling man who co-founded Apple and left for $800 |url=http://edition.cnn.com/2010/TECH/web/06/24/apple.forgotten.founder/index.html |publisher=[[CNN]] |date=June 24, 2010 |access-date=July 9, 2017 |archive-date=April 10, 2014 |archive-url=https://web.archive.org/web/20140410065148/http://edition.cnn.com/2010/TECH/web/06/24/apple.forgotten.founder/index.html?hpt=C1&fbid=lG95iTlU4iD |url-status=live}}</ref> Multimillionaire [[Mike Markkula]] provided essential business expertise and funding of {{US$|250000|1977|round=-3|long=no}} to Jobs and Wozniak during the incorporation of Apple.<ref>{{Cite web |date=January 6, 1998 |title=Apple chronology |url=https://money.cnn.com/1998/01/06/technology/apple_chrono |access-date=May 2, 2017 |publisher=[[CNNMoney]] |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525081036/http://money.cnn.com/1998/01/06/technology/apple_chrono/ |url-status=live}}; {{Cite web |first=Ben |last=Gilbert |title=Where are the first 10 Apple employees today? |url=http://www.businessinsider.com/the-first-10-apple-employees-2016-12 |website=[[Business Insider]] |date=December 26, 2016 |access-date=May 2, 2017 |archive-date=March 30, 2019 |archive-url=https://web.archive.org/web/20190330085628/https://www.businessinsider.com/the-first-10-apple-employees-2016-12 |url-status=live}}</ref> During the first five years of operations, revenue grew exponentially, doubling about every four months. Between September 1977 and September 1980, yearly sales grew from $775,000 to {{US$|118}}{{nbsp}}million, an average annual growth rate of 533%.<ref>[[Infinite Loop]] {{Cite book|author-link=Michael S. Malone |first=Michael S. |last=Malone |year=1999 |title=Infinite loop: how the world's most insanely great computer company went insane |isbn=978-0-385-48684-2 |oclc=971131326 |url=https://archive.org/details/infiniteloophoww00malo |location=New York |publisher=Currency/Doubleday |page=157}}; {{Cite web |last=McCracken |first=Harry |date=April 1, 2016 |title=Apple's sales grew 150x between 1977–1980 |url=https://news.fastcompany.com/apples-sales-grew-150x-between-1977-1980-4001956 |access-date=May 2, 2017 |website=[[Fast Company]] |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525081616/https://news.fastcompany.com/apples-sales-grew-150x-between-1977-1980-4001956 |url-status=dead}}</ref>

The [[Apple II (1977 computer)|Apple II]], also designed by Wozniak, was introduced on April 16, 1977, at the first [[West Coast Computer Faire]].{{Sfn|Linzmayer|2004|page=12}} It differs from its major rivals, the [[TRS-80]] and [[Commodore PET]], because of its character cell-based color graphics and [[open architecture]]. The Apple I and early Apple II models use ordinary [[Cassette tape|audio cassette tapes]] as storage devices, which were superseded by the {{Frac|5|1|4}}-inch [[floppy disk]] drive and interface called the [[Disk II]] in 1978.{{Sfn|Linzmayer|2004|pages=13–15}}<ref>{{Cite web |last=Weyhrich |first=Steven |date=April 21, 2002 |title=Apple II History Chapter 4 |url=http://apple2history.org/history/ah04 |access-date=August 18, 2008 |archive-date=August 1, 2010 |archive-url=https://web.archive.org/web/20100801191644/http://apple2history.org/history/ah04/ |url-status=live}}</ref>

[[File:Apple II Plus cropped.jpg|thumb|left|The [[Apple II]], introduced in 1977 and designed primarily by Wozniak, was the company's first major success.]]
The Apple II was chosen to be the desktop platform for the first [[killer application]] of the business world: [[VisiCalc]], a [[spreadsheet]] [[computer program|program]] released in 1979.{{Sfn|Linzmayer|2004|pages=13–15}} VisiCalc created a business market for the Apple II and gave home users an additional reason to buy an Apple II: compatibility with the office,{{Sfn|Linzmayer|2004|pages=13–15}} but Apple II market share remained behind [[home computer]]s made by competitors such as [[Atari, Inc.|Atari]], [[Commodore International|Commodore]], and [[Tandy Computers|Tandy]].<ref>{{Cite book |last=Bagnall |first=Brian |title=On the Edge: The Spectacular Rise and Fall of Commodore |publisher=Variant Press |year=2005 |isbn=978-0-9738649-0-8 |pages=109–112}}; [http://www.jeremyreimer.com/total_share.html Personal Computer Market Share: 1975–2004] {{Webarchive |url=https://web.archive.org/web/20120606003537/http://www.jeremyreimer.com/total_share.html |date=June 6, 2012}} The figures show Mac higher, but that is not a single model.</ref><ref>{{Cite web |url=https://arstechnica.com/features/2005/12/total-share/ |title=Total share: 30 years of personal computer market share figures |first=Jeremy |last=Reimer |date=December 15, 2005 |website=Ars Technica |accessdate=September 1, 2023|archive-date=June 7, 2012|archive-url=https://web.archive.org/web/20120607023023/http://arstechnica.com/features/2005/12/total-share/|url-status=live}}</ref>

On December 12, 1980, Apple went public with an [[initial public offering]] (IPO) on the fully electronic [[NASDAQ Stock Market]], selling 4.6 million shares at $22 per share ($.10 per share when adjusting for [[stock split]]s {{As of|2022|09|03|lc=y|df=US}}),<ref name="Apple FAQ" /> generating over $100&nbsp;million, which was more capital than any IPO since [[Ford Motor Company]] in 1956.<ref name="EDNAAPLSTOCK">{{Cite web |last=Deffree |first=Suzanne |date=December 12, 2018 |title=Apple IPO makes instant millionaires, December 12, 1980 |url=https://www.edn.com/electronics-blogs/edn-moments/4403276/Apple-IPO-makes-instant-millionaires--December-12--1980 |access-date=May 16, 2019 |archive-date=June 10, 2019 |archive-url=https://web.archive.org/web/20190610002442/https://www.edn.com/electronics-blogs/edn-moments/4403276/Apple-IPO-makes-instant-millionaires--December-12--1980 |url-status=live}}</ref> By the end of the day, around 300&nbsp;millionaires were created, including Jobs and Wozniak, from a stock price of $29 per share<ref name="DEDIPO">{{Cite web |last=Dilger |first=Daniel Eran |date=December 12, 2013 |title=Apple, Inc. stock IPO created 300 millionaires 33 years ago today |url=http://appleinsider.com/articles/13/12/12/apple-inc-stock-ipo-created-300-millionaires-33-years-ago-today |access-date=April 18, 2017 |website=[[AppleInsider]] |archive-date=March 30, 2019 |archive-url=https://web.archive.org/web/20190330102914/https://appleinsider.com/articles/13/12/12/apple-inc-stock-ipo-created-300-millionaires-33-years-ago-today |url-status=live}}</ref> and a market cap of $1.778&nbsp;billion.<ref name="EDNAAPLSTOCK" /><ref name="DEDIPO" />

=== 1980–1990: Success with Macintosh ===
{{See also|List of Mac models|Timeline of the Apple II family}}
[[File:Steve Jobs and Macintosh computer, January 1984, by Bernard Gotfryd - edited 2.jpg|thumb|[[Steve Jobs]] in 1984 with the [[Macintosh 128k|Macintosh]], the first mass-market personal computer to feature an integral [[graphical user interface]] and [[computer mouse|mouse]]]]
In December 1979, Steve Jobs and Apple employees, including [[Jef Raskin]], visited [[Xerox PARC]], where they observed the [[Xerox Alto]], featuring a [[graphical user interface]] (GUI). Apple subsequently negotiated access to PARC's technology, leading to Apple's option to buy shares at a preferential rate. This visit influenced Jobs to implement a GUI in Apple's products, starting with the [[Apple Lisa]]. Despite being pioneering as a mass-marketed GUI computer, the Lisa suffered from high costs and limited software options, leading to commercial failure.

Jobs, angered by being pushed off the Lisa team, took over the company's [[Macintosh]] division. Wozniak and Raskin had envisioned the Macintosh as a low-cost computer with a text-based interface like the Apple II, but a plane crash in 1981 forced Wozniak to step back from the project. Jobs quickly redefined the Macintosh as a graphical system that would be cheaper than the Lisa, undercutting his former division.<ref name="TheVerge">{{Cite web |date=June 27, 2013 |title=Steve Wozniak on Newton, Tesla, and why the original Macintosh was a 'lousy' product |url=https://www.theverge.com/2013/6/27/4468314/steve-wozniak-on-how-the-newton-changed-his-life |archive-url=https://web.archive.org/web/20160312014832/http://www.theverge.com/2013/6/27/4468314/steve-wozniak-on-how-the-newton-changed-his-life |archive-date=March 12, 2016 |access-date=June 25, 2018}}</ref> Jobs was also hostile to the Apple II division, which at the time, generated most of the company's revenue.<ref name="rice19850415" />

In 1984, Apple launched the Macintosh, the first personal computer without a bundled [[programming language]].<ref name="IsProgramingObsolete">{{Cite web |last=Harvey |first=Brian |date=1994 |title=Is Programing Obsolete? |url=http://www.eecs.berkeley.edu/~bh/obsolete.html |url-status=dead |archive-url=https://web.archive.org/web/20131005000323/http://www.eecs.berkeley.edu/~bh/obsolete.html |archive-date=October 5, 2013 |access-date=June 14, 2013 |publisher=Electrical Engineering and Computer Sciences, [[University of California, Berkeley]]}}</ref> Its debut was signified by "[[1984 (advertisement)|1984]]", a {{US$|1.5}}{{nbsp}}million television advertisement directed by [[Ridley Scott]] that aired during the third quarter of [[Super Bowl XVIII]] on January 22, 1984.<ref>{{Cite web |last=Friedman |first=Ted |title=Apple's 1984: The Introduction of the Macintosh in the Cultural History of Personal Computers |url=http://www.duke.edu/~tlove/mac.htm |url-status=dead |archive-url=https://web.archive.org/web/20121014051705/http://www.duke.edu/~tlove/mac.htm |archive-date=October 14, 2012}}</ref> This was hailed as a watershed event for Apple's success<ref>{{Cite news |last=Maney |first=Kevin |date=January 28, 2004 |title=Apple's '1984' Super Bowl commercial still stands as watershed event |work=[[USA Today]] |url=https://usatoday30.usatoday.com/tech/columnist/kevinmaney/2004-01-28-maney_x.htm |access-date=April 18, 2017 |archive-date=March 13, 2018 |archive-url=https://web.archive.org/web/20180313054828/https://usatoday30.usatoday.com/tech/columnist/kevinmaney/2004-01-28-maney_x.htm |url-status=live}}</ref> and was called a "masterpiece" by [[CNN]]<ref>{{Cite web |last=Leopold |first=Todd |date=February 3, 2006 |title=Why 2006 isn't like '1984' |url=https://edition.cnn.com/2006/SHOWBIZ/02/02/eye.ent.commercials/ |access-date=April 18, 2017 |publisher=[[CNN]] |archive-date=April 5, 2014 |archive-url=https://web.archive.org/web/20140405133016/http://edition.cnn.com/2006/SHOWBIZ/02/02/eye.ent.commercials |url-status=live}}</ref> and one of the greatest TV advertisements of all time by ''[[TV Guide]]''.<ref>{{Cite web |date=October 12, 1999 |title=The greatest commercials of all time |url=https://www.tvguide.com/tv/magazine/990628/ftr6.asp |url-status=dead |archive-url=https://web.archive.org/web/19991012071246/http://www.tvguide.com/tv/magazine/990628/ftr6.asp |archive-date=October 12, 1999 |access-date=April 18, 2017 |website=[[TV Guide]]}}; {{Cite web |first=Aaron |last=Taube |title=How The Greatest Super Bowl Ad Ever – Apple's '1984' – Almost Didn't Make It To Air |url=http://www.businessinsider.com/apple-super-bowl-retrospective-2014-1 |website=[[Business Insider]] |date=January 22, 2014 |access-date=April 18, 2017 |archive-date=March 30, 2019 |archive-url=https://web.archive.org/web/20190330104642/https://www.businessinsider.com/apple-super-bowl-retrospective-2014-1 |url-status=live}}</ref>

The advertisement created great interest in [[Macintosh 128K|Macintosh]], and sales were initially good, but began to taper off dramatically after the first three months as reviews started to come in. Jobs had required {{nowrap|128 kilobytes}} of RAM, which limited its speed and software in favor of aspiring for a projected price point of {{US$|1000|1984|round=-2|long=no}}. The Macintosh shipped for {{US$|2495|1984|round=-2|long=no}}, a price panned by critics due to its slow performance.<ref>{{Harvnb|Linzmayer|2004|page=98}}; {{Harvnb|Swaine|2014|pages=441–443}}; {{Cite book |last=Isaacson |first=Walter |title=Steve Jobs |title-link=Steve Jobs (book) |publisher=[[Simon and Schuster]] |year=2015 |isbn=978-1-5011-2762-5}} pp. 186–187; {{Cite book |first=Andy |last=Hertzfeld |year=2005 |title=Revolution in The Valley: The Insanely Great Story of How the Mac Was Made |publisher=O'Reilly Media |isbn=978-0-596-00719-5}}</ref>{{Rp|195}} In early 1985, this sales slump triggered a power struggle between Steve Jobs and CEO [[John Sculley]], who had been hired away from [[PepsiCo|Pepsi]] two years earlier by Jobs<ref>{{Harvnb|Linzmayer|2004|page=156}}; {{Harvnb|Isaacson|2015|pages=153–154}}</ref> saying, "Do you want to sell sugar water for the rest of your life or come with me and change the world?"<ref>{{Cite web |last=Gallo |first=Carmine |date=January 22, 2014 |title=How Steve Jobs And Bill Gates Inspired John Sculley To Pursue The 'Noble Cause |url=https://www.forbes.com/sites/carminegallo/2016/11/12/how-steve-jobs-and-bill-gates-inspired-john-sculley-to-pursue-the-noble-cause/#9eaee3232bd5 |access-date=March 31, 2019 |website=[[Forbes]] |archive-date=March 31, 2019 |archive-url=https://web.archive.org/web/20190331065556/https://www.forbes.com/sites/carminegallo/2016/11/12/how-steve-jobs-and-bill-gates-inspired-john-sculley-to-pursue-the-noble-cause/#9eaee3232bd5 |url-status=live}}</ref> Sculley removed Jobs as the head of the Macintosh division, with unanimous support from the Apple board of directors.<ref>{{Cite book |last1=Schlender |first1=Brent |title=Becoming Steve Jobs: The Evolution of a Reckless Upstart into a Visionary Leader |last2=Tetzeli |first2=Rick |date=2016 |publisher=Crown Business; Reprint edition |isbn=978-0-385-34742-6 |ref={{harvid|Schlender|2016}} |pages=87–92}}; {{Harvnb|Linzmayer|2004|page=156}}</ref>

The board of directors instructed Sculley to contain Jobs and his ability to launch expensive forays into untested products. Rather than submit to Sculley's direction, Jobs attempted to oust him from leadership.{{Sfn|Linzmayer|2004|pages=156–157}} [[Jean-Louis Gassée]] informed Sculley that Jobs had been attempting to organize a [[coup d'état#Other|boardroom coup]], and called an emergency meeting at which Apple's executive staff sided with Sculley, and stripped Jobs of all operational duties.{{Sfn|Linzmayer|2004|pages=156–157}} Jobs resigned from Apple in September 1985 and took several Apple employees with him to found [[NeXT]].<ref>{{Cite news |last=Spector |first=G |date=September 24, 1985 |title=Apple's Jobs Starts New Firm, Targets Education Market |page=109 |work=[[PC Week]]}}</ref> Wozniak had also quit his active employment at Apple earlier in 1985 to pursue other ventures, expressing his frustration with Apple's treatment of the Apple II division and stating that the company had "been going in the wrong direction for the last five years".<ref name="rice19850415">{{Cite news |last=Rice |first=Valerie |date=April 15, 1985 |title=Unrecognized Apple II Employees Exit |page=35 |work=[[InfoWorld]] |url=https://books.google.com/books?id=zC4EAAAAMBAJ&pg=PA35 |access-date=November 6, 2017 |archive-date=March 1, 2023 |archive-url=https://web.archive.org/web/20230301054845/https://books.google.com/books?id=zC4EAAAAMBAJ&pg=PA35 |url-status=live}}</ref><ref name="wozemployee">{{Cite news |date=January 3, 2018 |title=I Never Left Apple |language=en-US |work=Offally Woz |url=http://woz.org/letters/never-left-apple |access-date=October 2, 2018 |archive-date=October 2, 2018 |archive-url=https://web.archive.org/web/20181002215223/http://woz.org/letters/never-left-apple/ |url-status=live}}</ref><ref>{{Cite news |title=CNN.com Video |work=[[CNN]] |url=http://www.cnn.com/video/?/video/bestoftv/2011/08/25/exp.piers.wozniak.jobs.reaction.cnn |access-date=March 27, 2019 |archive-date=February 3, 2014 |archive-url=https://web.archive.org/web/20140203113642/http://www.cnn.com/video/?%2Fvideo%2Fbestoftv%2F2011%2F08%2F25%2Fexp.piers.wozniak.jobs.reaction.cnn |url-status=live}}</ref> Wozniak remained employed by Apple as a representative,<ref name="wozemployee" /> receiving a stipend estimated to be $120,000 per year.<ref name="iWoz" /> Jobs and Wozniak remained Apple shareholders following their departures.<ref name="wozstock">[http://www.fool.com/research/2000/features000302.htm Apple's ''Other'' Steve (Stock Research)] {{Webarchive |url= https://web.archive.org/web/20061019134707/http://www.fool.com/research/2000/features000302.htm |date= October 19, 2006}} March 2, 2000, [[The Motley Fool]].</ref>

After the departures of Jobs and Wozniak in 1985, Sculley launched the [[Macintosh 512K]] that year with quadruple the RAM, and introduced the [[LaserWriter]], the first reasonably priced [[PostScript]] [[laser printer]]. [[PageMaker]], an early [[desktop publishing]] application taking advantage of the PostScript language, was also released by [[Aldus Corporation]] in July 1985.{{Sfn|Linzmayer|2004|pages=158–159}} It has been suggested that the combination of Macintosh, LaserWriter, and PageMaker was responsible for the creation of the [[desktop publishing]] market.<ref>{{Cite web |title=The History of Desktop Publishing |url=https://www.lifewire.com/when-was-desktop-publishing-invented-1073863 |url-status=live |archive-url=https://web.archive.org/web/20210227131823/https://www.lifewire.com/when-was-desktop-publishing-invented-1073863 |archive-date=February 27, 2021 |access-date=April 30, 2007 |publisher=[[Lifewire]]}}</ref>

This dominant position in the desktop publishing market<ref>{{Cite book |last=Swaine |first=Michael |title=Fire in the Valley: The Birth and Death of the Personal Computer |publisher=Pragmatic Bookshelf |year=2014 |isbn=978-1-68050-352-4}} pp. 359–363</ref> allowed the company to focus on higher price points, the so-called "high-right policy" named for the position on a chart of price vs. profits. Newer models selling at higher price points offered higher [[profit margin]], and appeared to have no effect on total sales as [[power user]]s snapped up every increase in speed. Although some worried about pricing themselves out of the market, the high-right policy was in full force by the mid-1980s, due to Jean-Louis Gassée's slogan of "fifty-five or die", referring to the 55% [[profit margin]]s of the [[Macintosh II]].<ref name="insidestoryCarlton">{{Cite book |last=Carlton |first=Jim |url=https://archive.org/details/appleinsidestory00carl |title=Apple: The inside story of intrigue, egomania, and business blunders |publisher=[[Random House]] |year=1997 |isbn=978-0-8129-2851-8 |location=New York}}</ref>{{Rp|79–80}}

This policy began to backfire late in the decade as desktop publishing programs appeared on [[IBM PC compatible]]s with some of the same functionality of the Macintosh at far lower price points. The company lost its dominant position in the desktop publishing market and estranged many of its original consumer customer base who could no longer afford Apple products. The [[Economics of Christmas|Christmas season]] of 1989 was the first in the company's history to have declining sales, which led to a 20% drop in Apple's stock price.<ref name="insidestoryCarlton" />{{Rp|117–129}} During this period, the relationship between Sculley and Gassée deteriorated, leading Sculley to effectively demote Gassée in January 1990 by appointing [[Michael Spindler]] as the [[chief operating officer]].{{Sfn|Linzmayer|2004|page=184–185}} Gassée left the company later that year to set up a rival, [[Be Inc.]]{{Sfn|Linzmayer|2004|page=160}}

=== 1990–1997: Decline and restructuring ===
[[File:Apple macintosh lcII.jpg|thumb|Macintosh [[LC II]]]]
The company pivoted strategy and, in October 1990, introduced three lower-cost models: the [[Macintosh Classic]], the [[Macintosh LC]], and the [[Macintosh IIsi]], all of which generated significant sales due to pent-up demand.{{Sfn|Linzmayer|2004|page=128}} In 1991, Apple introduced the hugely successful [[PowerBook 100 series|PowerBook]] with a design that set the current shape for almost all modern laptops. The same year, Apple introduced [[System 7]], a major upgrade to the Macintosh operating system, adding color to the interface and introducing new networking capabilities.

The success of the lower-cost Macs and the PowerBook brought increasing revenue.<ref name="lemsculley">{{Cite web |last=Hormby |first=Thomas |date=February 22, 2006 |title=Growing Apple with the Macintosh: The Sculley years |url=http://lowendmac.com/orchard/06/john-sculley-years-apple.html |access-date=March 2, 2007 |website=[[Low End Mac]] |archive-date=March 25, 2014 |archive-url=https://web.archive.org/web/20140325231124/http://lowendmac.com/orchard/06/john-sculley-years-apple.html |url-status=live}}</ref> For some time, Apple was doing very well, introducing fresh new products at increasing profits. The magazine ''[[MacAddict]]'' named the period between 1989 and 1991 as the "first golden age" of the Macintosh.<ref>{{Cite magazine |date=January 2004 |title=MacAddict |url=https://archive.org/stream/MacAddict-089-200401/MacAddict-089-200401-BobKiwi-v1_djvu.txt |magazine=[[MacAddict]] |issue=89 |access-date=April 1, 2017}}</ref>[[File:Apple PenLite prototype, 1992.jpg|thumb|The [[PenLite]] is Apple's first tablet computer prototype, created in 1992 to bring the Mac OS to a tablet. It was canceled in favor of the [[Newton (platform)|Newton]].<ref>{{Cite web |title=Exclusive: New pics of Apple's unreleased tablet prototype from 1992 – and the Mac that flew on the Space Shuttle |url=http://www.stuff.tv/news/exclusive-new-pics-apples-unreleased-tablet-prototype-1992-and-mac-flew-space-shuttle |access-date=April 14, 2016 |publisher=stuff.tv |archive-date=March 31, 2019 |archive-url=https://web.archive.org/web/20190331081051/https://www.stuff.tv/news/exclusive-new-pics-apples-unreleased-tablet-prototype-1992-and-mac-flew-space-shuttle |url-status=live}}</ref>]]
The success of lower-cost consumer Macs, especially the LC, cannibalized higher-priced machines. To address this, management introduced several new brands, selling largely identical machines at different price points, for different markets: the high-end [[Macintosh Quadra|Quadra]] series, the mid-range [[Macintosh Centris|Centris]] series, and the consumer-marketed [[Performa]] series. This led to significant consumer confusion between so many models.<ref name="vawperforma">{{Cite web |title=Macintosh Performa |url=http://www.vectronicsappleworld.com/profiles/performa.html |archive-url=https://web.archive.org/web/20130419164519/http://www.vectronicsappleworld.com/profiles/performa.html |archive-date=April 19, 2013 |access-date=November 29, 2010 |publisher=Vectronics Apple World}}</ref>

In 1993, the [[Apple II]] series was discontinued. It was expensive to produce, and the company decided it was still absorbing sales from lower-cost Macintosh models. After the launch of the LC, Apple encouraged developers to create applications for Macintosh rather than Apple II, and authorized salespersons to redirect consumers from Apple II and toward Macintosh.<ref>{{Cite web |date=July 10, 2002 |title=The Apple IIGS, Cont |url=http://apple2history.org/history/ah11.html |archive-url=https://web.archive.org/web/20080912044443/http://apple2history.org/history/ah11.html |archive-date=September 12, 2008 |access-date=July 8, 2017 |website=Apple II History}}</ref> The [[Apple IIe]] was discontinued in 1993.<ref>{{Cite web |last=Edwards |first=Benj |date=January 18, 2013 |title=30 years of the Apple Lisa and the Apple IIe |url=https://www.macworld.com/article/2025408/30-years-of-the-apple-lisa-and-the-apple-iie.html |access-date=July 8, 2017 |website=[[Macworld]] |publisher=[[International Data Group]] |archive-date=August 19, 2020 |archive-url=https://web.archive.org/web/20200819175606/https://www.macworld.com/article/2025408/30-years-of-the-apple-lisa-and-the-apple-iie.html |url-status=live}}</ref>

Apple experimented with several other unsuccessful consumer targeted products during the 1990s, including [[QuickTake]] [[digital camera]]s, [[PowerCD]] portable CD audio players, [[AppleDesign Powered Speakers|speakers]], the [[Apple Pippin|Pippin]] video game console, the [[eWorld]] online service, and [[Apple Interactive Television Box]]. Enormous resources were invested in the problematic [[Newton (platform)|Newton]] tablet division, based on John Sculley's unrealistic market forecasts.<ref>{{Cite web |last=Huddleston |first=Tom Jr. |date=January 12, 2021 |title=From Atari's 'Pong' console to the first CD player and Xbox: 10 of the biggest tech products to debut at Las Vegas' famous Consumer Electronics Show |url=https://www.cnbc.com/2021/01/12/biggest-tech-products-to-debut-at-ces-over-the-years.html |url-status=live |archive-url=https://web.archive.org/web/20210218151001/https://www.cnbc.com/2021/01/12/biggest-tech-products-to-debut-at-ces-over-the-years.html |archive-date=February 18, 2021 |access-date=May 10, 2021 |website=[[CNBC]] |language=en-US}}</ref>

Throughout this period, Microsoft continued to gain market share with [[Windows]] by focusing on delivering software to inexpensive personal computers, while Apple was delivering a richly engineered but expensive experience.<ref>{{Cite web |title=1990–1995: Why the World Went Windows |url=http://www.roughlydrafted.com/RD/Q4.06/3EC02E78-FD4D-4CDF-92A0-9C4CBDFAB3D2.html |url-status=dead |archive-url=https://web.archive.org/web/20120104160236/http://www.roughlydrafted.com/RD/Q4.06/3EC02E78-FD4D-4CDF-92A0-9C4CBDFAB3D2.html |archive-date=January 4, 2012 |access-date=August 12, 2008 |website=Roughly Drafted}}</ref> Apple relied on high profit margins and never developed a clear response; it sued Microsoft for making a GUI similar to the [[Apple Lisa|Lisa]] in ''[[Apple Computer, Inc. v. Microsoft Corp.]]''<ref name="lemms">Hormby, Thomas. [http://lowendmac.com/orchard/06/apple-vs-microsoft.html The Apple vs. Microsoft GUI lawsuit] {{Webarchive|url=https://web.archive.org/web/20080304145809/http://lowendmac.com/orchard/06/apple-vs-microsoft.html |date=March 4, 2008 }}, ''[[Low End Mac]]'', August 25, 2006. Retrieved March 2, 2007.</ref> The lawsuit dragged on for years and was finally dismissed. The major product flops and the rapid loss of market share to Windows sullied Apple's reputation, and in 1993 Sculley was replaced as CEO by [[Michael Spindler]].<ref>{{Cite web |title=Michael Spindler: The Peter Principle at Apple |url=http://lowendmac.com/orchard/06/michael-spindler-apple.html |url-status=live |archive-url=https://web.archive.org/web/20080908030156/http://lowendmac.com/orchard//06/michael-spindler-apple.html |archive-date=September 8, 2008 |access-date=August 12, 2008}}</ref>
[[File:PowerMac 6100-66b.JPG|left|thumb|The [[Power Macintosh 6100]], introduced in 1994, was Apple's first new home computer model after the switch to [[PowerPC]] processors.]]
Under Spindler, Apple, [[IBM]], and [[Motorola]] formed the [[AIM alliance]] in 1994 to create a new computing platform (the [[PowerPC Reference Platform]] or PReP), with IBM and Motorola hardware coupled with Apple software. The AIM alliance hoped that PReP's performance and Apple's software would leave the PC far behind and thus counter the dominance of Windows. That year, Apple introduced the [[Power Macintosh]], the first of many computers with Motorola's [[PowerPC]] processor.<ref>{{Cite web |title=Power Macintosh 6100 |url=http://www.apple-history.com/body.php?page=gallery&model=6100&performa=off&sort=date&order=ASC&range= |access-date=August 12, 2008 |archive-date=September 11, 2007 |archive-url=https://web.archive.org/web/20070911010221/http://www.apple-history.com/body.php?page=gallery |url-status=live}}</ref>

In the wake of the alliance, Apple opened up to the idea of allowing Motorola and other companies to build [[Macintosh clone]]s. Over the next two years, 75 distinct Macintosh clone models were introduced. However, by 1996, Apple executives were worried that the clones were cannibalizing sales of its own high-end computers, where profit margins were highest.{{sfn|Linzmayer|2004|pp=[https://books.google.com/books?id=mXnw5tM8QRwC&pg=PA254 254–256]}}

In 1996, Spindler was replaced as CEO by [[Gil Amelio]], who was hired for his reputation as a corporate rehabilitator. Amelio made deep changes, including extensive layoffs and cost-cutting.<ref>Chaffin, Bryan. [http://www.macobserver.com/article/2001/02/06.13.shtml "Former Apple CEO Gil Amelio Lands A New CEO Job | The Mac Observer"] {{Webarchive|url=https://web.archive.org/web/20171128173134/https://www.macobserver.com/article/2001/02/06.13.shtml |date=November 28, 2017 }}, The Mac Observer, February 6, 2001. Retrieved August 15, 2008.</ref>

This period was also marked by numerous failed attempts to modernize the Macintosh operating system (MacOS). The original Macintosh operating system ([[System 1]]) was not built for multitasking (running several applications at once). The company attempted to correct this by introducing [[cooperative multitasking]] in System 5, but still decided it needed a more modern approach.<ref>{{Cite web |title=1990–1995: Hitting the Wall |url=http://www.roughlydrafted.com/RD/Home/B8DA34A3-333B-4204-BDF3-E74608998702.html |url-status=live |archive-url=https://web.archive.org/web/20080924063130/http://www.roughlydrafted.com/RD/Home/B8DA34A3-333B-4204-BDF3-E74608998702.html |archive-date=September 24, 2008 |access-date=August 14, 2008 |website=Roughly Drafted}}</ref> This led to the [[Taligent|Pink]] project in 1988, [[A/UX]] that same year, [[Copland (operating system)|Copland]] in 1994, and evaluated the purchase of [[BeOS]] in 1996. Talks with Be stalled when the CEO, former Apple executive [[Jean-Louis Gassée]], demanded $300&nbsp;million in contrast to Apple's $125&nbsp;million offer.<ref>{{Cite web |last=Tom |first=Hormby |date=August 10, 2013 |title=The Rise and Fall of Apple's Gil Amelio |url=http://lowendmac.com/2013/the-rise-and-fall-of-apples-gil-amelio |access-date=March 28, 2015 |website=Low End Mac |publisher=Cobweb Publishing, Inc. |archive-date=March 29, 2015 |archive-url=https://web.archive.org/web/20150329041618/http://lowendmac.com/2013/the-rise-and-fall-of-apples-gil-amelio/ |url-status=live}}</ref> Only weeks away from [[bankruptcy]],<ref>{{Cite web |last=Thompson |first=Ben |author-link=Ben Thompson (writer) |date=February 5, 2018 |title=Apple's Middle Age |url=https://stratechery.com/2018/apples-middle-age |access-date=March 31, 2019 |website=[[Stratechery]] |archive-date=March 31, 2019 |archive-url=https://web.archive.org/web/20190331171319/https://stratechery.com/2018/apples-middle-age/ |url-status=live}}</ref> Apple's board preferred [[NeXTSTEP]] and purchased [[NeXT]] in late 1996 for $400&nbsp;million, retaining [[Steve Jobs]].<ref>{{Cite web |last=Kawamoto |first=Dawn |date=December 20, 1996 |title=Apple acquires Next, Jobs |url=https://www.cnet.com/tech/tech-industry/apple-acquires-next-jobs/ |access-date=October 26, 2022 |website=CNET |language=en |archive-date=June 6, 2022 |archive-url=https://web.archive.org/web/20220606093742/https://www.cnet.com/tech/tech-industry/apple-acquires-next-jobs/ |url-status=live}}</ref>

=== 1997–2007: Return to profitability ===
The NeXT acquisition was finalized on February 9, 1997,<ref name="archive">{{Webarchive |url= https://web.archive.org/web/*/product.info.apple.com/pr/press.releases/1997/q2/970207.pr.rel.next.html |date=* |title=Apple Computer, Inc. Finalizes Acquisition of NeXT Software Inc.}}, ''Apple Inc.'', February 7, 1997. Retrieved June 25, 2006.</ref> and the board brought Jobs back to Apple as an advisor. On July 9, 1997, Jobs staged a boardroom coup, which resulted in Amelio's resignation after overseeing a three-year record-low stock price and crippling financial losses. The board named Jobs as interim CEO and he immediately reviewed the product lineup. Jobs canceled 70% of models, ending 3,000 jobs and paring to the core of its computer offerings.<ref name="Entrepreneur20111027">{{Cite web |last=Fell |first=Jason |date=October 27, 2011 |title=How Steve Jobs Saved Apple |url=https://www.entrepreneur.com/article/220604 |access-date=January 24, 2022 |website=Entrepreneur |language=en |archive-date=January 24, 2022 |archive-url=https://web.archive.org/web/20220124054654/https://www.entrepreneur.com/article/220604 |url-status=live}}</ref>
 
The next month, in August 1997, Steve Jobs convinced Microsoft to make a $150&nbsp;million investment in Apple and a commitment to continue developing Mac software.<ref>{{Cite news |last1=Chrasekaran |first1=Rajiv |last2=Shannon |first2=Victoria |date=August 7, 1997 |title=Struggling Apple gets boost from Microsoft |newspaper=[[The Washington Post]] |url=https://www.washingtonpost.com/archive/politics/1997/08/07/struggling-apple-gets-boost-from-microsoft/41cfacec-5ec8-413b-a967-dd0f98a7c1e7/ |access-date=January 24, 2022 |archive-date=January 19, 2023 |archive-url=https://web.archive.org/web/20230119143823/https://www.washingtonpost.com/archive/politics/1997/08/07/struggling-apple-gets-boost-from-microsoft/41cfacec-5ec8-413b-a967-dd0f98a7c1e7/ |url-status=live}}</ref> This was seen as an "antitrust insurance policy" for Microsoft which had recently settled with the Department of Justice over anti-competitive practices in the ''[[United States v. Microsoft Corp.]]'' case.<ref>{{Cite news |last=Young |first=Steve |date=August 8, 1997 |title=Apple bailout questioned |work=CNN Money |url=https://money.cnn.com/1997/08/08/technology/apple_microsoft_pkg/ |access-date=January 24, 2022 |archive-date=January 24, 2022 |archive-url=https://web.archive.org/web/20220124054636/https://money.cnn.com/1997/08/08/technology/apple_microsoft_pkg/ |url-status=live}}</ref> Around then, Jobs donated Apple's internal library and archives to [[Stanford University]], to focus more on the present and the future rather than the past.<ref>{{Cite web |date=December 29, 2011 |title=Stanford archives offer look into Apple history |url=https://www.engadget.com/2011-12-29-stanford-archives-offer-look-into-apple-history.html |access-date=January 18, 2024 |website=Yahoo Finance |language=en-US |archive-date=January 18, 2024 |archive-url=https://web.archive.org/web/20240118204645/https://www.engadget.com/2011-12-29-stanford-archives-offer-look-into-apple-history.html |url-status=live}}</ref><ref>{{Cite web |date=December 29, 2011 |title=Apple's origins stored in secret Stanford archive |url=https://www.seattletimes.com/business/apples-origins-stored-in-secret-stanford-archive/ |access-date=January 18, 2024 |website=The Seattle Times |language=en-US |archive-date=January 18, 2024 |archive-url=https://web.archive.org/web/20240118204645/https://www.seattletimes.com/business/apples-origins-stored-in-secret-stanford-archive/ |url-status=live}}</ref> He ended the Mac clone deals and in September 1997, purchased the largest clone maker, [[Power Computing]].<ref>{{Cite web |date=February 18, 2012 |title=Power Computing Corporation |url=https://support.apple.com/kb/TA37306?locale=en_US |access-date=May 10, 2017 |website=Official Apple Support |publisher=Apple Inc. |archive-date=March 25, 2021 |archive-url=https://web.archive.org/web/20210325120812/https://support.apple.com/kb/TA37306?locale=en_US |url-status=live}}</ref> On November 10, 1997, the [[Apple Store (online)|Apple Store website]] launched, which was tied to a new build-to-order manufacturing model similar to PC manufacturer [[Dell]]'s success.<ref>{{Cite web |last=Harreld |first=Heather |date=January 5, 1997 |title=Apple gains tech, agency customers in Next deal |url=http://www.fcw.com/print/3_1/news/64412-1.html?type=pf |archive-url=https://web.archive.org/web/20081206061012/http://www.fcw.com/print/3_1/news/64412-1.html?type=pf |archive-date=December 6, 2008 |access-date=August 15, 2008 |website=[[Federal Computer Week]]}}; {{Cite news |date=November 10, 1997 |title=Apple unveils new marketing strategy |work=[[Knight Ridder]]/[[Tribune News Service]] |url=http://www.accessmylibrary.com/coms2/summary_0286-5564882_ITM|url-status=dead|access-date=August 15, 2008|archive-url=https://web.archive.org/web/20081113132409/http://www.accessmylibrary.com/coms2/summary_0286-5564882_ITM|archive-date=November 13, 2008}}</ref> The moves paid off for Jobs; at the end of his first year as CEO, the company had a $309&nbsp;million profit.<ref name="Entrepreneur20111027" />

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On May 6, 1998, Apple introduced a new all-in-one computer reminiscent of the original Macintosh: the [[IMac G3|iMac]]. The iMac was a huge success, with 800,000 units sold in its first five months,<ref name="800kimacs">{{Cite web |last=Apple Canada Inc |date=January 5, 1999 |title=800,000 iMacs Sold in First 139 Days |url=http://www.ebooklyn.net/p/800000-imacs-sold-in-first-139-days.html |url-status=dead |archive-url=https://web.archive.org/web/20141108074139/http://www.ebooklyn.net/p/800000-imacs-sold-in-first-139-days.html |archive-date=November 8, 2014 |access-date=January 26, 2008}}</ref> and ushered in major shifts in the industry by abandoning legacy technologies like the [[Floppy disk|{{frac|3|1|2}}-inch diskette]], being an early adopter of the [[USB]] connector, and coming pre-installed with Internet connectivity (the "i" in iMac)<ref name="Alyson Raletz">{{Cite web |last=Raletz |first=Alyson |date=June 7, 2012 |title=Man who came up with iMac name tells what the 'i' stands for |url=http://www.bizjournals.com/kansascity/blog/2012/06/man-who-came-up-with-imac-name-tells.html?page=all |access-date=March 30, 2013 |website=Kansas City Business Journal |archive-date=November 6, 2012 |archive-url=https://web.archive.org/web/20121106125948/http://www.bizjournals.com/kansascity/blog/2012/06/man-who-came-up-with-imac-name-tells.html?page=all |url-status=live}}</ref> via Ethernet and a dial-up modem. Its striking teardrop shape and translucent materials were designed by [[Jonathan Ive]], who had been hired by Amelio, and who collaborated with Jobs for more than a decade to reshape Apple's product design.<ref name="Time">{{Cite magazine |last=John Arlidge |date=March 17, 2014 |title=Jonathan Ive Designs Tomorrow |magazine=Time |url=https://time.com/jonathan-ive-apple-interview/ |access-date=March 22, 2014 |archive-date=March 21, 2014 |archive-url=https://web.archive.org/web/20140321233000/http://time.com/jonathan-ive-apple-interview/ |url-status=live}}</ref><ref>[[Lev Grossman|Grossman, Lev]]. [https://web.archive.org/web/20070114062907/http://www.time.com/time/magazine/article/0,9171,1576854,00.html The Apple Of Your Ear], ''[[Time (magazine)|Time]]'', January 12, 2007. Retrieved February 1, 2007; Wilson, Greg. [https://web.archive.org/web/20080228235549/http://www.nydailynews.com/news/2007/01/14/2007-01-14_private_icreator_is_genius_behind_apples.html Private iCreator is genius behind Apple's polish], ''[[New York Daily News]]'', January 14, 2007. Retrieved February 1, 2007.</ref>

A little more than a year later on July 21, 1999, Apple introduced the [[iBook]] consumer laptop. It culminated Jobs's strategy to produce only four products: refined versions of the [[Power Macintosh G3]] desktop and [[PowerBook G3]] laptop for professionals, and the iMac desktop and iBook laptop for consumers. Jobs said the small product line allowed for a greater focus on quality and innovation.<ref>{{Cite web |date=July 26, 2019 |title=The one thing Steve Jobs did that turned around Apple |url=https://www.launchtomorrow.com/2019/07/the-one-thing-steve-jobs-did-that-turned-around-apple |access-date=January 24, 2022 |website=Launch Tomorrow |language=en-US |archive-date=March 30, 2022 |archive-url=https://web.archive.org/web/20220330020730/https://www.launchtomorrow.com/2019/07/the-one-thing-steve-jobs-did-that-turned-around-apple |url-status=dead}}</ref>

Around then, Apple also completed numerous acquisitions to create a portfolio of digital media production software for both professionals and consumers. Apple acquired [[Macromedia]]'s Key Grip digital video editing software project, which was launched as [[Final Cut Pro]] in April 1999.<ref>{{Cite web |date=October 25, 2006 |title=Why Apple Bounced Back |url=http://www.roughlydrafted.com/RD/Q4.06/8F4B780E-674F-4421-A44D-7B1EAE9C1BA6.html |access-date=November 8, 2014 |website=Roughly Drafted |archive-date=August 15, 2018 |archive-url=https://web.archive.org/web/20180815205629/http://www.roughlydrafted.com/RD/Q4.06/8F4B780E-674F-4421-A44D-7B1EAE9C1BA6.html |url-status=live}}; {{Cite web |date=June 7, 2013 |title=A new beginning or swan song for Final Cut Pro X |url=http://www.grreporter.info/en/new_beginning_or_swan_song_final_cut_pro_x/9411 |access-date=November 8, 2014 |website=GR Reporter |publisher=GRRreporter Ltd |archive-date=April 2, 2019 |archive-url=https://web.archive.org/web/20190402132734/http://www.grreporter.info/en/new_beginning_or_swan_song_final_cut_pro_x/9411 |url-status=live}}</ref> Key Grip's development also led to Apple's release of the consumer video-editing product [[iMovie]] in October 1999.<ref name="Bell">{{Cite web |last=Matt Bell, Mark Wherry |date=September 2002 |title=APPLE/EMAGIC TAKEOVER The Inside Story Of The Deal That Changed The Music World |url=http://www.soundonsound.com/sos/sep02/articles/emagic.asp |url-status=dead |archive-url=https://web.archive.org/web/20141108080250/https://www.soundonsound.com/sos/sep02/articles/emagic.asp |archive-date=November 8, 2014 |access-date=November 8, 2014 |website=Sound on Sound |publisher=SOS Publications Group}}</ref> Apple acquired the German company Astarte in April 2000, which had developed the [[DVD authoring]] software DVDirector, which Apple repackaged as the professional-oriented [[DVD Studio Pro]], and reused its technology to create [[iDVD]] for the consumer market.<ref name="Bell" /> In 2000, Apple purchased the [[SoundJam MP]] audio player software from [[Casady & Greene]]. Apple renamed the program [[iTunes]], and simplified the user interface and added CD burning.<ref>{{Cite web |last=Seff |first=Jonathan |date=May 1, 2001 |title=The Song Is Over for SoundJam |url=https://www.macworld.com/article/1002145/11soundjam.html |access-date=December 16, 2017 |website=[[Macworld]] |publisher=[[International Data Group]] |archive-date=April 2, 2019 |archive-url=https://web.archive.org/web/20190402152452/https://www.macworld.com/article/1002145/11soundjam.html |url-status=live}}</ref>

In 2001, Apple changed course with three announcements. First, on March 24, 2001, Apple announced the release of a new modern operating system, [[Mac OS X]]. This was after numerous failed attempts in the early 1990s, and several years of development. Mac OS X is based on [[NeXTSTEP]], [[OpenStep]], and [[BSD Unix]], to combine the stability, reliability, and security of [[Unix]] with the ease of use of an overhauled user interface. Second, in May 2001, the first two [[Apple Store]] retail locations opened in Virginia and California, offering an improved presentation of the company's products.<ref>{{Cite web |title=Apple Stores 2001–2003 |url=http://www.ifoapplestore.com/stores/chronology_2001-2003.html |url-status=dead |archive-url=https://web.archive.org/web/20110927210608/http://www.ifoapplestore.com/stores/chronology_2001-2003.html |archive-date=September 27, 2011 |access-date=October 7, 2011 |publisher=IFO Apple Store}}</ref><ref name="First stores" /><ref name="MacRumors stores" /> At the time, many speculated that the stores would fail, but they became highly successful, and the first of more than 500 stores around the world.<ref name="fortune-best-retailer" /><ref name="storelist" /> Third, on October 23, 2001, the [[iPod]] portable digital audio player debuted. The product was first sold on November 10, 2001, and was extremely successful, with over 100&nbsp;million units sold within six years.<ref>[http://news.bbc.co.uk/2/hi/business/4625262.stm Apple enjoys ongoing iPod demand] {{Webarchive|url=https://web.archive.org/web/20171128173200/http://news.bbc.co.uk/2/hi/business/4625262.stm |date=November 28, 2017 }}, [[BBC News]], January 18, 2006. Retrieved April 27, 2007; Cantrell, Amanda. [https://money.cnn.com/2006/03/29/technology/apple_anniversary Apple's remarkable comeback story] {{Webarchive|url=https://web.archive.org/web/20200915151355/https://money.cnn.com/2006/03/29/technology/apple_anniversary/ |date=September 15, 2020 }}, [[CNN]], March 29, 2006. Retrieved March 2, 2007.</ref>[[File:ITunes Store Songs Sales.jpg|thumb|The iTunes Store was highly successful in shaping the legal [[music download]]ing industry; chart shows the number of songs sold from 2003 to 2010.]]
In 2003, the [[iTunes Store]] was introduced with [[music download]]s for 99¢ a song and iPod integration. It quickly became the market leader in online music services, with over 5&nbsp;billion downloads by June 19, 2008.<ref>{{Cite web |last=Chacksfield |first=Marc |date=June 19, 2008 |title=iTunes hits 5 billion downloads |url=http://www.techradar.com/news/internet/itunes-hits-5-billion-downloads-397997 |access-date=May 24, 2017 |website=[[TechRadar]] |publisher=[[Future plc]] |archive-date=April 3, 2019 |archive-url=https://web.archive.org/web/20190403082332/https://www.techradar.com/news/internet/itunes-hits-5-billion-downloads-397997 |url-status=live}}; {{Cite web |last=Skillings |first=Jon |date=June 19, 2008 |title=Apple's iTunes hits 5 billion mark |url=https://www.cnet.com/news/apples-itunes-hits-5-billion-mark |access-date=May 24, 2017 |website=[[CNET]] |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525081517/https://www.cnet.com/news/apples-itunes-hits-5-billion-mark/ |url-status=live}}</ref> Two years later, the iTunes Store was the world's largest music retailer.<ref>{{Cite news |last1=Griggs |first1=Brandon |last2=Leopold |first2=Todd |date=April 26, 2013 |title=How iTunes changed music, and the world |publisher=[[CNN]] |url=https://edition.cnn.com/2013/04/26/tech/web/itunes-10th-anniversary |access-date=May 24, 2017 |archive-date=December 3, 2013 |archive-url=https://web.archive.org/web/20131203003319/http://edition.cnn.com/2013/04/26/tech/web/itunes-10th-anniversary |url-status=live}}; {{Cite web |last=Arthur |first=Charles |date=April 28, 2013 |title=iTunes is 10 years old today. Was it the best idea Apple ever had? |url=https://www.theguardian.com/technology/2013/apr/28/itunes-10-years-old-best-idea-apple-ever-had |access-date=May 24, 2017 |website=[[The Guardian]] |archive-date=April 3, 2019 |archive-url=https://web.archive.org/web/20190403082324/https://www.theguardian.com/technology/2013/apr/28/itunes-10-years-old-best-idea-apple-ever-had |url-status=live}}</ref>

In 2002, Apple purchased [[Nothing Real]] for its advanced digital [[compositing]] application [[Shake (software)|Shake]],<ref>Chaffin, Bryan. [http://www.macobserver.com/article/2002/02/07.6.shtml "Apple Shake: Apple Buys Nothing Real, A High End Compositing Software Maker"] {{Webarchive|url=https://web.archive.org/web/20171128173026/https://www.macobserver.com/article/2002/02/07.6.shtml |date=November 28, 2017 }}, ''The Mac Observer'', February 7, 2002. Retrieved August 15, 2008.</ref> and [[Emagic]] for the music productivity application [[Logic Pro|Logic]]. The purchase of Emagic made Apple the first computer manufacturer to own a music software company. The acquisition was followed by the development of Apple's consumer-level [[GarageBand]] application.<ref>{{Cite web |last=Deitrich |first=Andy |date=February 2, 2004 |title=Garage Band |url=https://arstechnica.com/features/2004/02/garageband |access-date=March 23, 2017 |website=[[Ars Technica]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324084409/https://arstechnica.com/features/2004/02/garageband/ |url-status=live}}</ref> The release of [[iPhoto]] that year completed the [[iLife]] suite.<ref>[https://web.archive.org/web/20151030021825/https://www.apple.com/pr/library/2002/01/07Apple-Introduces-iPhoto.html Apple Introduces iPhoto], Apple Inc., January 7, 2002. Retrieved October 30, 2015.</ref>

[[File:MacBook Pro.jpg|thumb|left|The [[MacBook Pro]] is Apple's first laptop with an [[Intel]] microprocessor, introduced in 2006.]]
At the [[Worldwide Developers Conference]] keynote address on June 6, 2005, Jobs announced that Apple would move away from PowerPC processors, and the [[Mac transition to Intel processors|Mac would transition to Intel processors]] in 2006.<ref name="printel">[https://www.apple.com/newsroom/2005/06/06Apple-to-Use-Intel-Microprocessors-Beginning-in-2006 Apple to Use Intel Microprocessors Beginning in 2006] {{Webarchive|url=https://web.archive.org/web/20180130185804/https://www.apple.com/newsroom/2005/06/06Apple-to-Use-Intel-Microprocessors-Beginning-in-2006 |date=January 30, 2018 }}, Apple Inc., June 6, 2005. Retrieved March 2, 2007.</ref> On January 10, 2006, the new [[MacBook Pro]] and [[iMac]] became the first Apple computers to use Intel's [[Core Duo]] CPU. By August 7, 2006, Apple made the transition to Intel chips for the entire Mac product line—over one year sooner than announced.<ref name="printel" /> The Power Mac, iBook, and PowerBook brands were retired during the transition; the [[Mac Pro]], [[MacBook]], and MacBook Pro became their respective successors.<ref>{{Cite web |last=Johnson |first=Bobbie |date=August 10, 2006 |title=Bye-bye Power Mac... hello Mac Pro |url=https://www.theguardian.com/technology/2006/aug/10/applemacs.guardianweeklytechnologysection |access-date=March 23, 2017 |website=[[The Guardian]] |archive-date=April 3, 2019 |archive-url=https://web.archive.org/web/20190403090703/https://www.theguardian.com/technology/2006/aug/10/applemacs.guardianweeklytechnologysection |url-status=live}}; {{Cite web |date=May 16, 2006 |title=Apple Unveils New MacBook Featuring Intel Core Duo Processors |url=https://www.apple.com/newsroom/2006/05/16Apple-Unveils-New-MacBook-Featuring-Intel-Core-Duo-Processors |publisher=Apple Inc. |access-date=November 6, 2017 |archive-date=November 7, 2017 |archive-url=https://web.archive.org/web/20171107002431/https://www.apple.com/newsroom/2006/05/16Apple-Unveils-New-MacBook-Featuring-Intel-Core-Duo-Processors/ |url-status=live}}</ref> Apple also introduced [[Boot Camp (software)|Boot Camp]] in 2006 to help users install [[Windows XP]] or [[Windows Vista]] on their Intel Macs alongside Mac OS X.<ref>{{Cite news |last=Hesseldahl |first=Arik |date=April 5, 2006 |title=News Flash: Apple Introduces 'Boot Camp' To Run Windows XP on Macs |work=[[BusinessWeek]] |publisher=[[Bloomberg L.P.]] |url=https://www.bloomberg.com/bw/stories/2006-04-04/news-flash-apple-introduces-boot-camp-to-run-windows-xp-on-macs |access-date=August 18, 2008 |archive-date=March 4, 2016 |archive-url=https://web.archive.org/web/20160304001009/http://www.bloomberg.com/bw/stories/2006-04-04/news-flash-apple-introduces-boot-camp-to-run-windows-xp-on-macs |url-status=live}}</ref>

Apple's success during this period was evident in its [[stock price]]. Between early 2003 and 2006, the price of Apple's stock increased more than tenfold, from around $6 per share ([[split-adjusted]]) to over $80.<ref>{{Cite web |last1=Carter |first1=Shawn M. |last2=Martin |first2=Emmie |date=August 2, 2018 |title=If you invested $1,000 in Apple 10 years ago, here's how much you'd have now |url=https://www.cnbc.com/2018/08/02/if-you-invested-1000-dollars-in-apple-10-years-ago-youd-have-this-now.html |access-date=April 5, 2020 |website=CNBC |language=en |archive-date=April 3, 2020 |archive-url=https://web.archive.org/web/20200403062834/https://www.cnbc.com/2018/08/02/if-you-invested-1000-dollars-in-apple-10-years-ago-youd-have-this-now.html |url-status=live}}</ref> When Apple surpassed Dell's [[market cap]] in January 2006,<ref name="modell">Gamet, Jeff (January 16, 2006). [http://www.macobserver.com/stockwatch/2006/01/16.1.shtml Apple Passes Dell's Market Cap] {{Webarchive|url=https://web.archive.org/web/20171128173617/https://www.macobserver.com/stockwatch/2006/01/16.1.shtml |date=November 28, 2017 }}, ''The MacObserver''. Retrieved March 2, 2007.</ref> Jobs sent an email to Apple employees saying Dell's CEO [[Michael Dell]] should eat his words.<ref>{{Cite news |last=Markoff |first=John |author-link=John Markoff |date=January 16, 2006 |title=Michael Dell Should Eat His Words, Apple Chief Suggests |work=[[The New York Times]] |url=https://www.nytimes.com/2006/01/16/technology/michael-dell-should-eat-his-words-apple-chief-suggests.html |url-status=live |url-access=subscription |access-date=April 3, 2019 |archive-url=https://web.archive.org/web/20170318032151/http://www.nytimes.com/2006/01/16/technology/michael-dell-should-eat-his-words-apple-chief-suggests.html |archive-date=March 18, 2017}}</ref> Nine years prior, Dell had said that if he ran Apple he would "shut it down and give the money back to the shareholders".<ref>{{Cite web |last=Singh |first=Jai |date=October 6, 1997 |title=Dell: Apple should close shop |url=https://www.cnet.com/news/dell-apple-should-close-shop |access-date=March 23, 2017 |website=[[CNET]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324085458/https://www.cnet.com/news/dell-apple-should-close-shop/ |url-status=live}}</ref>

=== 2007–2011: Success with mobile devices ===
[[File:First iPhone Macworld 2007 DSCF1283.agr.jpg|thumb|The newly announced [[IPhone (1st generation)|first-generation iPhone]] was on display at the 2007 [[MacWorld Expo]].]]
During his keynote speech at the [[Macworld Expo]] on January 9, 2007, Jobs announced the renaming of Apple Computer, Inc. to Apple Inc., because the company had broadened its focus from computers to consumer electronics.<ref>{{Cite news |date=January 11, 2007 |title=Drop the Computer |newspaper=[[The Economist]] |publisher=[[Economist Group]] |url=https://www.economist.com/node/8521960 |access-date=May 24, 2017 |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525090817/http://www.economist.com/node/8521960 |url-status=live}}; {{Cite news |title=What's In A Name Change? Look At Apple |url=https://www.forbes.com/2007/01/25/apple-microsoft-motorola-ent-sales-cx_kw_0125wharton.html |website=[[Forbes]] |date=January 25, 2007 |access-date= May 24, 2017 |archive-date= April 3, 2019 |archive-url= https://web.archive.org/web/20190403110914/https://www.forbes.com/2007/01/25/apple-microsoft-motorola-ent-sales-cx_kw_0125wharton.html |url-status= live}}</ref> This event also saw the announcement of the [[iPhone]]<ref>{{Cite web |date=January 9, 2007 |title=Apple Announces The iPhone |url=https://www.macrumors.com/2007/01/09/apple-announces-the-iphone |access-date=May 24, 2017 |website=[[MacRumors]] |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525081631/https://www.macrumors.com/2007/01/09/apple-announces-the-iphone/ |url-status=live}}; {{Cite news |first=Michael |last=Arrington |author-link= Michael Arrington |title=Apple Announces iPhone, Stock Soars |url=https://techcrunch.com/2007/01/09/apple-announces-iphone-stock-soars |website=[[TechCrunch]] |publisher=[[AOL]] |date=January 9, 2007 |access-date= May 24, 2017 |archive-date= May 25, 2017 |archive-url= https://web.archive.org/web/20170525081220/https://techcrunch.com/2007/01/09/apple-announces-iphone-stock-soars/ |url-status= live}}</ref> and the [[Apple TV]].<ref>{{Cite web |date=January 9, 2007 |title=Apple Announces Apple TV (Formerly 'iTV') |url=https://www.macrumors.com/2007/01/09/apple-announces-apple-tv-formerly-itv |access-date=May 24, 2017 |website=[[MacRumors]] |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525083813/https://www.macrumors.com/2007/01/09/apple-announces-apple-tv-formerly-itv/ |url-status=live}}; {{Cite web |date=January 9, 2007 |title=Apple TV Coming to Your Living Room |url=https://www.apple.com/newsroom/2007/01/09Apple-TV-Coming-to-Your-Living-Room |access-date=May 24, 2017 |publisher=Apple Inc. |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525090605/https://www.apple.com/newsroom/2007/01/09Apple-TV-Coming-to-Your-Living-Room/ |url-status=live}}</ref> The company sold 270,000 [[IPhone (1st generation)|first-generation iPhone]]s during the first 30 hours of sales,<ref>{{Cite web |last=Miller |first=Paul |date=July 25, 2007 |title=Apple sold 270,000 iPhones in the first 30 hours |url=https://www.engadget.com/2007/07/25/apple-sold-270-000-iphones-in-the-first-30-hours |access-date=May 24, 2017 |website=[[Engadget]] |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525081023/https://www.engadget.com/2007/07/25/apple-sold-270-000-iphones-in-the-first-30-hours/ |url-status=live}}</ref> and the device was called "a game changer for the industry".<ref>{{Cite web |last=Oyedele |first=Akin |date=March 21, 2016 |title=Here's how Apple shares do right after the new iPhone launches |url=http://www.businessinsider.com/apple-stock-after-iphone-launches-2016-3 |access-date=May 24, 2017 |website=[[Business Insider]] |archive-date=April 3, 2019 |archive-url=https://web.archive.org/web/20190403110155/https://www.businessinsider.com/apple-stock-after-iphone-launches-2016-3 |url-status=live}}</ref>

In an article posted on Apple's website on February 6, 2007, Jobs wrote that Apple would be willing to sell music on the [[iTunes Store]] without [[digital rights management]], thereby allowing tracks to be played on third-party players if record labels would agree to drop the technology.<ref>{{Cite web |last=Block |first=Ryan |author-link=Ryan Block |date=February 6, 2007 |title=A letter from Steve Jobs on DRM: let's get rid of it |url=https://www.engadget.com/2007/02/06/a-letter-from-steve-jobs-on-drm-lets-get-rid-of-it |access-date=March 23, 2017 |website=[[Engadget]] |publisher=[[AOL]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324084248/https://www.engadget.com/2007/02/06/a-letter-from-steve-jobs-on-drm-lets-get-rid-of-it/ |url-status=live}}</ref> On April 2, 2007, Apple and [[EMI]] jointly announced the removal of DRM technology from EMI's catalog in the iTunes Store, effective in May 2007.<ref>{{Cite web |last=Dalrymple |first=Jim |date=April 2, 2007 |title=Apple, EMI offer higher-quality DRM free downloads |url=https://www.macworld.com/article/57098/2007/04/drmfree.html |url-status=dead |archive-url=https://web.archive.org/web/20120104152526/http://www.macworld.com/article/57098/2007/04/drmfree.html |archive-date=January 4, 2012 |access-date=November 29, 2010 |website=[[Macworld]]}}</ref> Other record labels eventually followed suit and Apple published a press release in January 2009 to announce that all songs on the iTunes Store are available without their [[FairPlay]] DRM.<ref>{{Cite web |date=January 6, 2009 |title=Changes Coming to the iTunes Store |url=https://www.apple.com/newsroom/2009/01/06Changes-Coming-to-the-iTunes-Store |access-date=March 23, 2014 |publisher=Apple Inc. |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525090607/https://www.apple.com/newsroom/2009/01/06Changes-Coming-to-the-iTunes-Store/ |url-status=live}}</ref>

In July 2008, Apple launched the [[App Store (iOS)|App Store]] to sell third-party applications for the iPhone and [[iPod Touch]].<ref>{{Cite news |last=Flandez |first=Raymund |date=August 5, 2008 |title=Programmers Jockey for iPhone Users at Apple Site |work=[[The Wall Street Journal]] |url=https://www.wsj.com/articles/SB121789232442511743 |url-access=subscription |access-date=August 16, 2008 |archive-date=April 3, 2019 |archive-url=https://web.archive.org/web/20190403110148/https://www.wsj.com/articles/SB121789232442511743 |url-status=live}}</ref> Within a month, the store sold 60&nbsp;million applications and registered an average daily revenue of $1&nbsp;million, with Jobs speculating in August 2008 that the App Store could become a billion-dollar business for Apple.<ref>{{Cite web |last=McLaughlin |first=Kevin |date=August 11, 2008 |title=Apple's Jobs Gushes Over App Store Success |url=http://www.crn.com/software/210002313 |archive-url=https://web.archive.org/web/20100301213959/http://crn.com/software/210002313 |archive-date=March 1, 2010 |access-date=August 16, 2008 |publisher=The Channel Wire}}</ref> By October 2008, Apple was the third-largest mobile handset supplier in the world due to the popularity of the iPhone.<ref>{{Cite magazine |last=Chen |first=Brian |date=October 21, 2008 |title=Jobs: Apple Is Third Largest Handset Supplier |url=https://www.wired.com/epicenter/2008/10/with-iphone-app |magazine=[[Wired (magazine)|Wired]] |access-date=March 23, 2014 |archive-date=November 11, 2011 |archive-url=https://web.archive.org/web/20111111185853/http://www.wired.com/epicenter/2008/10/with-iphone-app/ |url-status=live}}</ref>
[[File:IPod classic in dock.jpg|thumb|A docked [[iPod Classic]]; Apple worked with other manufacturers to implement purpose-built "[[MFi Program|Made for iPod]]" docking stations.]]
On January 14, 2009, Jobs announced in an internal memo that he would be taking a six-month medical [[leave of absence]] from Apple until the end of June 2009 and would spend the time focusing on his health. In the email, Jobs stated that "the curiosity over my personal health continues to be a distraction not only for me and my family, but everyone else at Apple as well", and explained that the break would allow the company "to focus on delivering extraordinary products".<ref>{{Cite press release |title=Apple Media Advisory |date=January 14, 2009 |publisher=Apple Inc. |url=https://www.apple.com/newsroom/2009/01/14Apple-Media-Advisory |last1=Jobs |first1=Steve |access-date=March 23, 2014 |author-link1=Steve Jobs |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525091217/https://www.apple.com/newsroom/2009/01/14Apple-Media-Advisory/ |url-status=live}}</ref> Though Jobs was absent, Apple recorded its best non-holiday quarter (Q1 FY 2009) during [[late-2000s recession|the recession]], with revenue of $8.16&nbsp;billion and profit of $1.21&nbsp;billion.<ref>{{Cite web |title=Apple Inc, Form 10-Q, Quarterly Report, Filing Date Apr 23, 2009 |url=http://edgar.secdatabase.com/2508/119312509085781/filing-main.htm |access-date=March 8, 2013 |publisher=secdatabase.com |archive-date=May 2, 2013 |archive-url=https://web.archive.org/web/20130502065621/http://edgar.secdatabase.com/2508/119312509085781/filing-main.htm |url-status=live}}; {{Cite web |date=April 22, 2009 |title=Apple reports the best non-holiday quarter in its history |url=http://www.betanews.com/article/Apple-reports-the-best-nonholiday-quarter-in-its-history/1240433273 |access-date=November 22, 2010 |publisher=[[Betanews]] |archive-date=April 25, 2009 |archive-url=https://web.archive.org/web/20090425074450/http://www.betanews.com/article/Apple-reports-the-best-nonholiday-quarter-in-its-history/1240433273 |url-status=live}}</ref>

After years of speculation and multiple rumored "leaks", Apple unveiled a large screen, tablet-like media device known as the [[iPad]] on January 27, 2010. The iPad ran the same touch-based operating system as the iPhone, and all iPhone apps were compatible with the iPad. This gave the iPad a large app catalog on launch, though having very little development time before the release. Later that year on April 3, 2010, the iPad was launched in the U.S. It sold more than 300,000 units on its first day, and 500,000 by the end of the first week.<ref>{{Cite news |title=Apple iPad reaches 1 million sales faster than iPhone |language=en-US |work=[[Reuters]] |url=https://www.reuters.com/article/us-apple-ipad/apple-ipad-reaches-1-million-sales-faster-than-iphone-idUSTRE64002T20100503 |access-date=September 10, 2018 |archive-date=April 3, 2019 |archive-url=https://web.archive.org/web/20190403110147/https://www.reuters.com/article/us-apple-ipad/apple-ipad-reaches-1-million-sales-faster-than-iphone-idUSTRE64002T20100503 |url-status=live}}</ref> In May 2010, Apple's market cap exceeded that of competitor [[Microsoft]] for the first time since 1989.<ref>{{Cite news |date=May 27, 2010 |title=Apple passes Microsoft to be biggest tech company |work=[[BBC News]] |url=http://news.bbc.co.uk/1/hi/business/10168684.stm |url-status=live |access-date=May 29, 2010 |archive-url=https://web.archive.org/web/20100529063247/http://news.bbc.co.uk/1/hi/business/10168684.stm |archive-date=May 29, 2010}}</ref>

In June 2010, Apple released the [[iPhone 4]],<ref>{{Cite press release |title=Apple Presents iPhone 4 |publisher=Apple Inc. |url=https://www.apple.com/newsroom/2010/06/07Apple-Presents-iPhone-4 |url-status=live |archive-url=https://web.archive.org/web/20110903135840/http://www.apple.com/pr/library/2010/06/07Apple-Presents-iPhone-4.html |archive-date=September 3, 2011}}; {{Cite news |last=Beaumont |first=Claudine |date=June 24, 2010 |title=Apple iPhone 4: Full review |language=en-GB |work=[[The Daily Telegraph|The Telegraph]] |url=https://www.telegraph.co.uk/technology/apple/7849655/Apple-iPhone-4-Full-review.html |url-status=live |url-access=subscription |access-date=September 10, 2018 |archive-url=https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/technology/apple/7849655/Apple-iPhone-4-Full-review.html |archive-date=January 10, 2022 |issn=0307-1235}}{{cbignore}}</ref> which introduced [[video calling]] using [[FaceTime]], [[computer multitasking|multitasking]], and a new design with an exposed [[stainless steel]] frame as the phone's antenna system. Later that year, Apple again refreshed the [[iPod]] line by introducing a [[multi-touch]] [[iPod Nano]], an iPod Touch with [[FaceTime]], and an [[iPod Shuffle]] that brought back the [[clickwheel]] buttons of earlier generations.<ref>{{Cite web |last=Topolsky |first=Joshua |author-link=Joshua Topolsky |date=September 7, 2010 |title=iPod touch review (2010) |url=https://www.engadget.com/2010/09/07/ipod-touch-review-2010 |access-date=March 23, 2017 |website=[[Engadget]] |publisher=[[AOL]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324084759/https://www.engadget.com/2010/09/07/ipod-touch-review-2010/ |url-status=live}}; {{Cite press release |title=Apple Reinvents iPod nano With Multi-Touch Interface |date=September 1, 2010 |publisher=Apple Inc. |url=https://www.apple.com/newsroom/2010/09/01Apple-Reinvents-iPod-nano-With-Multi-Touch-Interface |access-date=November 11, 2010 |url-status=live |archive-url=https://web.archive.org/web/20101115202127/http://www.apple.com/pr/library/2010/09/01ipodnano.html |archive-date=November 15, 2010}}; {{Cite web |last=Bell |first=Donald |date=September 7, 2010 |title=Apple iPod Shuffle 2010 (2&nbsp;GB) review |url=https://www.cnet.com/reviews/apple-ipod-shuffle-2010-2gb-review |access-date=April 4, 2019 |website=[[CNet]] |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404032559/https://www.cnet.com/reviews/apple-ipod-shuffle-2010-2gb-review/ |url-status=live}}</ref> It also introduced the smaller, cheaper second-generation Apple TV which allowed the rental of movies and shows.<ref name="yahoo1">{{Cite news |last1=Mintz |first1=Jessica |last2=Robertson |first2=Jordan |title=Apple unveils new TV box for renting movies, shows |work=[[Yahoo! News]] |publisher=[[Yahoo!]] |url=https://news.yahoo.com/s/ap/20100901/ap_on_hi_te/us_tec_apple |access-date=September 2, 2010 |archive-url=https://web.archive.org/web/20100902211653/https://news.yahoo.com/s/ap/20100901/ap_on_hi_te/us_tec_apple |archive-date=September 2, 2010}}</ref>

On January 17, 2011, Jobs announced in an internal Apple memo that he would take another medical leave of absence for an indefinite period to allow him to focus on his health. Chief operating officer [[Tim Cook]] assumed Jobs's day-to-day operations at Apple, although Jobs would still remain "involved in major strategic decisions".<ref name="JobsLeave2011">{{Cite news |date=January 17, 2011 |title=Apple boss Steve Jobs takes 'medical leave' |work=[[BBC News]] |url=https://www.bbc.co.uk/news/technology-12205173 |url-status=live |access-date=January 17, 2011 |archive-url=https://web.archive.org/web/20110119050439/http://www.bbc.co.uk/news/technology-12205173 |archive-date=January 19, 2011}}</ref> Apple became the most valuable consumer-facing brand in the world.<ref>{{Cite web |last=Indvik |first=Lauren |date=May 9, 2011 |title=Apple Now World's Most Valuable Brand |url=http://mashable.com/2011/05/09/apple-google-brandz-study |access-date=October 7, 2011 |website=[[Mashable]] |archive-date=April 3, 2019 |archive-url=https://web.archive.org/web/20190403110200/https://mashable.com/2011/05/09/apple-google-brandz-study/ |url-status=live}}</ref> In June 2011, Jobs surprisingly took the stage and unveiled [[iCloud]], an online storage and syncing service for music, photos, files, and software which replaced [[MobileMe]], Apple's previous attempt at content syncing.<ref>{{Cite news |last=Helft |first=Miguel |date=June 6, 2011 |title=Apple Unveils a 'Cloud' Music and Storage Service |work=[[The New York Times]] |url=https://www.nytimes.com/2011/06/07/technology/07apple.html |url-access=limited |access-date=June 7, 2011 |archive-url=https://ghostarchive.org/archive/20220101/https://www.nytimes.com/2011/06/07/technology/07apple.html |archive-date=January 1, 2022}}{{cbignore}}</ref> This would be the last product launch Jobs would attend before his death.

On August 24, 2011, Jobs resigned his position as CEO of Apple.<ref>{{Cite web |last=Primack |first=Doug |title=Fallen Apple: Steve Jobs resigns |url=http://finance.fortune.cnn.com/2011/08/24/fallen-apple-steve-jobs-resigns |url-status=dead |archive-url=https://web.archive.org/web/20110926040400/http://finance.fortune.cnn.com/2011/08/24/fallen-apple-steve-jobs-resigns |archive-date=September 26, 2011 |access-date=August 24, 2011 |website=[[Fortune (magazine)|Fortune]] |publisher=[[CNN]]}}</ref> He was replaced by Cook and Jobs became Apple's chairman. Apple did not have a chairman at the time<ref>{{Cite news |last1=Olivarez-Giles |first1=Nathan |last2=Suh Lauder |first2=Thomas |date=August 24, 2011 |title=What does Steve Jobs' chairman role mean for Apple? |work=Los Angeles Times |url=https://latimesblogs.latimes.com/technology/2011/08/steve-jobs-apple-chairman.html |access-date=April 11, 2020 |archive-date=April 11, 2020 |archive-url=https://web.archive.org/web/20200411222157/https://latimesblogs.latimes.com/technology/2011/08/steve-jobs-apple-chairman.html |url-status=live}}</ref> and instead had two co-lead directors—[[Andrea Jung]] and [[Arthur D. Levinson]]<ref>{{Cite news |last=Foresman |first=Chris |date=November 15, 2011 |title=Genentech's Levinson replaces Steve Jobs as Apple chairman |work=ars technica |url=https://arstechnica.com/gadgets/2011/11/genetechs-levinson-now-apple-chairman-disneys-iger-joins-the-board |access-date=April 11, 2020 |archive-date=April 11, 2020 |archive-url=https://web.archive.org/web/20200411222157/https://arstechnica.com/gadgets/2011/11/genetechs-levinson-now-apple-chairman-disneys-iger-joins-the-board/ |url-status=live}}</ref>—who continued with those titles until Levinson replaced Jobs as chairman of the board in November after Jobs's death.<ref>{{Cite web |date=August 25, 2011 |title=Meet Apple's Board of Directors |url=http://www.ethiopianreview.com/index/20113/?p=25598 |url-status=dead |archive-url=https://web.archive.org/web/20120928000035/http://www.ethiopianreview.com/index/20113/?p=25598 |archive-date=September 28, 2012 |access-date=October 7, 2011 |website=[[Ethiopian Review]]}}</ref>

=== 2011–present: Post-Jobs era, Tim Cook ===
On October 5, 2011, Steve Jobs died, marking the end of an era for Apple.<ref>{{Cite web |last=Griggs |first=Brandon |date=October 6, 2011 |title=Steve Jobs, Apple founder, dies |url=https://edition.cnn.com/2011/10/05/us/obit-steve-jobs/index.html |access-date=March 27, 2017 |publisher=[[CNN]] |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404121737/https://edition.cnn.com/2011/10/05/us/obit-steve-jobs/index.html |url-status=live}}; {{Cite web |first=Ken |last=Hess |title=October 5th, 2011. The day Apple died |url=https://www.zdnet.com/article/october-5th-2011-the-day-apple-died/ |website=[[ZDNet]] |date=October 5, 2011 |access-date=March 27, 2017 |archive-date=March 28, 2017 |archive-url=https://web.archive.org/web/20170328105730/http://www.zdnet.com/article/october-5th-2011-the-day-apple-died/ |url-status=live}}</ref> The next major product announcement by Apple was on January 19, 2012, when Apple's [[Phil Schiller]] introduced [[Apple Books|iBooks]] Textbooks for iOS and iBook Author for Mac OS X in New York City.<ref>{{Cite press release |title=Apple Reinvents Textbooks with iBooks 2 for iPad – New iBooks Author Lets Anyone Create Stunning iBooks Textbooks |date=January 19, 2012 |publisher=Apple Inc. |url=https://www.apple.com/newsroom/2012/01/19Apple-Reinvents-Textbooks-with-iBooks-2-for-iPad |access-date=February 22, 2012 |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525092914/https://www.apple.com/newsroom/2012/01/19Apple-Reinvents-Textbooks-with-iBooks-2-for-iPad/ |url-status=live}}</ref> Jobs stated in the biography ''Steve Jobs'' that he wanted to reinvent the [[textbook]] industry and education.<ref>{{Cite web |title=Steve Jobs' Plans to Disrupt the Textbook Industry. How Disruptive Were They? |url=https://www.insidehighered.com/blogs/hack-higher-education/steve-jobs-plans-disrupt-textbook-industry-how-disruptive-were-they |access-date=November 10, 2017 |website=Inside Higher Ed |first1=Audrey |last1=Watters |date=November 7, 2011 |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404084144/https://www.insidehighered.com/blogs/hack-higher-education/steve-jobs-plans-disrupt-textbook-industry-how-disruptive-were-they |url-status=live}}</ref>

From 2011 to 2012, Apple released the [[iPhone 4s]]<ref>{{Cite web |last=Ziegler |first=Chris |date=October 4, 2011 |title=iPhone 4S announced, available October 14th starting at $199 |url=https://www.theverge.com/apple/2011/10/4/2470139/iphone-4s-announced-available-october-14th-starting-at-199 |access-date=March 23, 2017 |website=[[The Verge]] |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404084143/https://www.theverge.com/apple/2011/10/4/2470139/iphone-4s-announced-available-october-14th-starting-at-199 |url-status=live}}; {{Cite web |first=Ben |last=Parr |title=Apple Announces iPhone 4S |url=http://mashable.com/2011/10/04/apple-iphone-4s |website=[[Mashable]] |date=October 4, 2011 |access-date=March 23, 2017 |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324085238/http://mashable.com/2011/10/04/apple-iphone-4s/ |url-status=dead}}</ref> and [[iPhone 5]],<ref>{{Cite web |last=Savov |first=Vlad |date=September 12, 2012 |title=Apple announces 4-inch iPhone 5 with LTE, Lightning connector, September 21st release date |url=https://www.theverge.com/2012/9/12/3316830/iphone-5-release-date-specs-features-price-announcement |access-date=March 23, 2017 |website=[[The Verge]] |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404084145/https://www.theverge.com/2012/9/12/3316830/iphone-5-release-date-specs-features-price-announcement |url-status=live}}; {{Cite web |first=Anand Lal |last=Shimpi |title=Apple iPhone 5: Announced |url=http://www.anandtech.com/show/6280/apple-iphone-5-announced |website=[[AnandTech]] |publisher=[[Purch Group]] |date=September 12, 2012 |access-date=March 23, 2017 |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404084149/https://www.anandtech.com/show/6280/apple-iphone-5-announced |url-status=live}}</ref> which featured improved cameras, an [[intelligent software assistant]] named [[Siri]], and cloud-synced data with iCloud; the [[iPad (third generation)|third-]] and [[iPad (fourth generation)|fourth-generation iPads]], which featured [[Retina displays]];<ref>{{Cite news |url=https://www.wsj.com/articles/SB10001424052702304459804577281472610072322 |title=New iPad: a Million More Pixels Than HDTV |work=[[The Wall Street Journal]] |date=March 15, 2012 |access-date= March 15, 2012 |last=Mossberg |first=Walter |author-link= Walter Mossberg |url-access= subscription |archive-date= April 4, 2019 |archive-url= https://web.archive.org/web/20190404084143/https://www.wsj.com/articles/SB10001424052702304459804577281472610072322 |url-status= live}}; {{Cite web |last=Lowensohn |first=Josh |date=March 7, 2012 |title=Apple iPad live blog (Wednesday, March 7) |url=https://www.cnet.com/news/apple-ipad-live-blog-wednesday-march-7 |access-date=March 23, 2017 |website=[[CNET]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324092526/https://www.cnet.com/news/apple-ipad-live-blog-wednesday-march-7/ |url-status=live}}</ref><ref name="Lightning strikes again" /> and the [[iPad Mini]], which featured a 7.9-inch screen in contrast to the iPad's 9.7-inch screen.<ref name="mini" /> These launches were successful, with the iPhone 5 (released September 21, 2012) becoming Apple's biggest iPhone launch with over two million pre-orders<ref>{{Cite web |last=Stein |first=Scott |date=October 5, 2012 |title=Apple iPhone 5 review |url=https://www.cnet.com/uk/products/apple-iphone-5/review |access-date=March 23, 2017 |website=[[CNET]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324095535/https://www.cnet.com/uk/products/apple-iphone-5/review/ |url-status=live}}</ref> and sales of three million iPads in three days following the launch of the iPad Mini and fourth-generation iPad (released November 3, 2012).<ref>{{Cite press release |title=Apple Sells Three Million iPads in Three Days |date=November 5, 2012 |publisher=Apple Inc. |url=https://www.apple.com/newsroom/2012/11/05Apple-Sells-Three-Million-iPads-in-Three-Days |access-date=February 22, 2013 |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525092916/https://www.apple.com/newsroom/2012/11/05Apple-Sells-Three-Million-iPads-in-Three-Days/ |url-status=live}}</ref> Apple also released a third-generation 13-inch [[MacBook Pro]] with a Retina display and new [[iMac]] and [[Mac Mini]] computers.<ref name="Lightning strikes again">{{Cite web |last=Wood |first=Molly |date=October 23, 2012 |title=The new 'new iPad': Lightning strikes again |url=https://www.cnet.com/news/the-new-new-ipad-lightning-strikes-again |access-date=March 23, 2017 |website=[[CNET]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324092517/https://www.cnet.com/news/the-new-new-ipad-lightning-strikes-again/ |url-status=live}}</ref><ref name="mini">{{Cite news |last=Dudley-Nicholson |first=Jennifer |date=October 24, 2012 |title=Apple unveils new iPad Mini, updated iPad and new Macs |work=Herald Sun |url=http://www.heraldsun.com.au/technology/apple-prepares-to-reveal-ipad-mini/story-fn7celvh-1226501774885 |url-status=dead |access-date=November 11, 2012 |archive-url=https://web.archive.org/web/20130217023327/http://www.heraldsun.com.au/technology/apple-prepares-to-reveal-ipad-mini/story-fn7celvh-1226501774885 |archive-date=February 17, 2013}}</ref><ref>{{Cite web |last=Brown |first=Rich |date=November 11, 2013 |title=Apple Mac Mini with Fusion Drive review |url=https://www.cnet.com/products/apple-mac-mini/review |access-date=March 23, 2017 |website=[[CNET]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324085503/https://www.cnet.com/products/apple-mac-mini/review/ |url-status=live}}</ref>

On August 20, 2012, Apple's rising stock price increased the company's market capitalization to a then-record $624&nbsp;billion. This beat the non-inflation-adjusted record for market capitalization previously set by [[Microsoft]] in 1999.<ref>{{Cite news |last=Svensson |first=Peter |title=Apple Sets Record for Company Value at $624B |agency=[[Associated Press]] |url=http://hosted.ap.org/dynamic/stories/U/US_TEC_APPLE_BIGGEST_COMPANY?SITE=AP&SECTION=HOME&TEMPLATE=DEFAULT |url-status=dead |access-date=August 20, 2012 |archive-url=https://web.archive.org/web/20120822164535/http://hosted.ap.org/dynamic/stories/U/US_TEC_APPLE_BIGGEST_COMPANY?SITE=AP&SECTION=HOME&TEMPLATE=DEFAULT |archive-date=August 22, 2012}}</ref> On August 24, 2012, a US jury ruled that Samsung should pay Apple $1.05&nbsp;billion (£665m) in damages in an [[intellectual property]] lawsuit.<ref>{{Cite news |date=August 25, 2012 |title=Apple awarded $1bn in damages from Samsung in US court |work=[[BBC News]] |url=https://www.bbc.co.uk/news/technology-19377261 |access-date=August 25, 2012 |archive-date=April 5, 2019 |archive-url=https://web.archive.org/web/20190405222055/https://www.bbc.co.uk/news/technology-19377261 |url-status=live}}</ref> Samsung appealed the damages award, which was reduced by $450&nbsp;million<ref name="FOSS Patents">{{Cite web |title=Judge strikes $450 million from $1 billion damages award in Apple v. Samsung: second trial needed |url=http://www.fosspatents.com/2013/03/judge-strikes-450-million-from-1.html |access-date=March 1, 2013 |publisher=FOSS Patents |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404084143/http://www.fosspatents.com/2013/03/judge-strikes-450-million-from-1.html |url-status=live}}</ref> and further granted Samsung's request for a new trial.<ref name="FOSS Patents" /> On November 10, 2012, Apple confirmed a global settlement that dismissed all existing lawsuits between Apple and HTC up to that date, in favor of a ten-year license agreement for current and future patents between the two companies.<ref>{{Cite press release |title=HTC and Apple Settle Patent Dispute |date=November 10, 2012 |publisher=Apple Inc. |url=https://www.apple.com/newsroom/2012/11/11HTC-and-Apple-Settle-Patent-Dispute |access-date=February 22, 2013 |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525092921/https://www.apple.com/newsroom/2012/11/11HTC-and-Apple-Settle-Patent-Dispute/ |url-status=live}}</ref> It is predicted that Apple will make {{US$|280}}{{nbsp}}million per year from this deal with HTC.<ref>{{Cite web |last=Reisinger |first=Don |date=November 12, 2012 |title=Apple predicted to generate up to $280 million a year in HTC deal |url=https://www.cnet.com/news/apple-predicted-to-generate-up-to-280-million-a-year-in-htc-deal |access-date=March 23, 2017 |website=[[CNET]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324173724/https://www.cnet.com/news/apple-predicted-to-generate-up-to-280-million-a-year-in-htc-deal/ |url-status=live}}</ref>

In May 2014, Apple confirmed its intent to acquire [[Dr. Dre]] and [[Jimmy Iovine]]'s audio company [[Beats Electronics]]—producer of the "Beats by Dr. Dre" line of headphones and speaker products, and operator of the music streaming service [[Beats Music]]—for {{US$|3}}{{nbsp}}billion, and to sell their products through Apple's retail outlets and resellers. Iovine believed that Beats had always "belonged" with Apple, as the company modeled itself after Apple's "unmatched ability to marry culture and technology". The acquisition was the largest purchase in Apple's history.<ref>{{Cite web |last=Steele |first=Billy |date=May 28, 2014 |title=Apple acquires Beats Electronics for $3 billion |url=https://www.engadget.com/2014/05/28/apple-acquires-beats-electronics-for-3-billion |access-date=March 23, 2017 |website=[[Engadget]] |publisher=[[AOL]] |archive-date=March 24, 2017 |archive-url=https://web.archive.org/web/20170324084801/https://www.engadget.com/2014/05/28/apple-acquires-beats-electronics-for-3-billion/ |url-status=live}}; {{Cite web |last=Welch |first=Chris |date=May 28, 2014 |title=Apple confirms it's buying Beats for $3 billion |url=https://www.theverge.com/2014/5/28/5700530/apple-confirms-beats-acquisition |access-date=March 23, 2017 |website=[[The Verge]] |archive-date=May 29, 2014 |archive-url=https://web.archive.org/web/20140529051629/http://www.theverge.com/2014/5/28/5700530/apple-confirms-beats-acquisition |url-status=live}}</ref>

[[File:Apple Watch でチェックインしました！ 2015 (17187691969).jpg|thumb|[[Apple Watch (1st generation)|First-generation Apple Watch]] (2015)]]
During a press event on September 9, 2014, Apple introduced a [[smartwatch]] called the [[Apple Watch]].<ref name="verge-watchannounce">{{Cite web |date=September 9, 2014 |title=Apple Watch announced: available for $349 early next year |url=https://www.theverge.com/2014/9/9/6125873/apple-watch-smartwatch-announced |access-date=July 15, 2015 |website=[[The Verge]] |archive-date=September 9, 2014 |archive-url=https://web.archive.org/web/20140909183047/http://www.theverge.com/2014/9/9/6125873/apple-watch-smartwatch-announced |url-status=live}}; {{Cite web |date=September 9, 2014 |title=The Apple Watch is poised to dominate the market for digital fitness trackers |url=https://www.theverge.com/2014/9/9/6127839/apple-watch-healthkit-digital-health-fitness |access-date=July 15, 2015 |website=[[The Verge]] |archive-date=May 25, 2022 |archive-url=https://web.archive.org/web/20220525110122/https://www.theverge.com/2014/9/9/6127839/apple-watch-healthkit-digital-health-fitness |url-status=live}}</ref> Initially, Apple marketed the device as a [[fashion accessory]]<ref name="wp-fashion">{{Cite news |title=Apple Watch is competing as a fashion accessory, and that's a risky move |newspaper=[[The Washington Post]] |url=https://www.washingtonpost.com/blogs/innovations/wp/2015/03/05/apple-watch-is-competing-as-a-fashion-accessory-and-thats-a-risky-move |access-date=July 15, 2015 |archive-date=July 16, 2015 |archive-url=https://web.archive.org/web/20150716123229/http://www.washingtonpost.com/blogs/innovations/wp/2015/03/05/apple-watch-is-competing-as-a-fashion-accessory-and-thats-a-risky-move |url-status=live}}</ref> and a complement to the iPhone, that would allow people to look at their smartphones less.<ref name="wired.com">{{Cite magazine |title=iPhone Killer: The Secret History of the Apple Watch |url=https://www.wired.com/2015/04/the-apple-watch |magazine=[[Wired (magazine)|Wired]] |access-date=January 31, 2022 |archive-date=June 18, 2022 |archive-url=https://web.archive.org/web/20220618223947/https://www.wired.com/2015/04/the-apple-watch |url-status=live}}</ref> Over time, the company has focused on developing health and fitness-oriented features on the watch, in an effort to compete with dedicated [[activity tracker]]s. In January 2016, Apple announced that over one billion Apple devices were in active use worldwide.<ref>{{Cite web |last=Statt |first=Nick |date=January 26, 2016 |title=1 billion Apple devices are in active use around the world |url=https://www.theverge.com/2016/1/26/10835748/apple-devices-active-1-billion-iphone-ipad-ios |access-date=May 24, 2017 |website=[[The Verge]] |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404084144/https://www.theverge.com/2016/1/26/10835748/apple-devices-active-1-billion-iphone-ipad-ios |url-status=live}}; {{Cite news |last=Rossignol |first=Joe |date=January 26, 2016 |title=Apple Now Has Over 1 Billion Active Devices Worldwide |work=[[MacRumors]] |url=https://www.macrumors.com/2016/01/26/apple-1-billion-active-device-installed-base |access-date=May 24, 2017 |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525083819/https://www.macrumors.com/2016/01/26/apple-1-billion-active-device-installed-base/ |url-status=live}}</ref>

On June 6, 2016, ''[[Fortune (magazine)|Fortune]]'' released [[Fortune 500]], its list of companies ranked on revenue generation. In the trailing fiscal year of 2015, Apple was listed as the top tech company.<ref name="Top Tech Company">{{Cite web |last=McBride |first=Sarah |date=June 6, 2016 |title=Apple leads Tech Industry in Fortune 500 |url=https://www.yahoo.com/tech/apple-top-tech-company-fortune-132100720.html |access-date=June 6, 2016 |website=[[Yahoo Tech]] |archive-date=May 25, 2017 |archive-url=https://web.archive.org/web/20170525081107/https://www.yahoo.com/tech/apple-top-tech-company-fortune-132100720.html |url-status=live}}</ref> It ranked third, overall, with {{US$|233}}{{nbsp}}billion in revenue.<ref name="Top Tech Company" /> This represents a movement upward of two spots from the previous year's list.<ref name="Top Tech Company" />

In June 2017, Apple announced the [[HomePod]], its [[smart speaker]] aimed to compete against [[Sonos]], [[Google Home]], and [[Amazon Echo]].<ref>{{Cite news |last=Gartenberg |first=Chaim |date=June 5, 2017 |title=Apple announces HomePod speaker to take on Sonos |work=[[The Verge]] |publisher=[[Vox Media]] |url=https://www.theverge.com/2017/6/5/15732144/apple-homepod-speaker-announced-siri-price-release-date-wwdc-2017 |access-date=December 14, 2017 |archive-date=June 5, 2017 |archive-url=https://web.archive.org/web/20170605203335/https://www.theverge.com/2017/6/5/15732144/apple-homepod-speaker-announced-siri-price-release-date-wwdc-2017 |url-status=live}}</ref> Toward the end of the year, ''[[TechCrunch]]'' reported that Apple was acquiring [[Shazam (music app)|Shazam]], a company that introduced its products at WWDC and specializing in music, TV, film and advertising recognition.<ref>{{Cite news |last1=Lunden |first1=Ingrid |last2=Roof |first2=Katie |date=December 8, 2017 |title=Sources: Apple is acquiring music recognition app Shazam |work=[[TechCrunch]] |publisher=[[Oath Inc.]] |url=https://techcrunch.com/2017/12/08/sources-apple-is-acquiring-music-recognition-app-shazam |access-date=December 14, 2017 |archive-date=December 14, 2017 |archive-url=https://web.archive.org/web/20171214023447/https://techcrunch.com/2017/12/08/sources-apple-is-acquiring-music-recognition-app-shazam/ |url-status=live}}</ref> The acquisition was confirmed a few days later, reportedly costing Apple {{US$|400}}{{nbsp}}million, with media reports that the purchase looked like a move to acquire data and tools bolstering the [[Apple Music]] streaming service.<ref>{{Cite web |last=Singleton |first=Micah |date=December 11, 2017 |title=Apple confirms it has acquired Shazam |url=https://www.theverge.com/2017/12/11/16761984/apple-shazam-acquisition |access-date=December 14, 2017 |website=[[The Verge]] |publisher=[[Vox Media]] |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404084143/https://www.theverge.com/2017/12/11/16761984/apple-shazam-acquisition |url-status=live}}</ref> The purchase was approved by the [[European Union]] in September 2018.<ref>{{Cite news |date=September 6, 2018 |title=EU clears Apple's purchase of song-recognition app Shazam |work=[[CNBC]] |url=https://www.cnbc.com/2018/09/06/the-associated-press-eu-clears-apples-purchase-of-song-recognition-app-shazam.html |url-status=dead |access-date=September 7, 2018 |archive-url=https://web.archive.org/web/20180907144731/https://www.cnbc.com/2018/09/06/the-associated-press-eu-clears-apples-purchase-of-song-recognition-app-shazam.html |archive-date=September 7, 2018}}; {{Cite news |last=Welch |first=Chris |date=September 24, 2018 |title=Apple completes Shazam acquisition, will make app ad-free for everyone |work=[[The Verge]] |url=https://www.theverge.com/2018/9/24/17896350/apple-shazam-app-acquisition-complete-free |access-date=September 24, 2018 |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404084143/https://www.theverge.com/2018/9/24/17896350/apple-shazam-app-acquisition-complete-free |url-status=live}}</ref>

Also in June 2017, Apple appointed Jamie Erlicht and Zack Van Amburg to head the newly formed worldwide video unit. In November 2017, Apple announced it was branching out into original scripted programming: [[Top of the Morning (TV series)|a drama series]] starring [[Jennifer Aniston]] and [[Reese Witherspoon]], and a reboot of the anthology series [[Amazing Stories (2020 TV series)|Amazing Stories]] with [[Steven Spielberg]].<ref>{{Cite web |last=Andreeva |first=Nellie |date=November 8, 2017 |title=Apple Gives Reese Witherspoon-Jennifer Aniston Morning Show Series 2-Season Order, Confirms 'Amazing Stories' Reboot |url=https://deadline.com/2017/11/apple-reese-witherspoon-jennifer-aniston-morning-show-series-2-season-order-amazing-stories-reboot-1202204293 |access-date=January 18, 2019 |website=[[Deadline Hollywood]] |language=en |archive-date=January 20, 2019 |archive-url=https://web.archive.org/web/20190120044428/https://deadline.com/2017/11/apple-reese-witherspoon-jennifer-aniston-morning-show-series-2-season-order-amazing-stories-reboot-1202204293/ |url-status=dead}}</ref> In June 2018, Apple signed the [[Writers Guild of America]]'s minimum basic agreement and [[Oprah Winfrey]] to a multi-year content partnership.<ref>{{Cite web |last=Robb |first=David |date=June 7, 2018 |title=Apple Signs WGA Contract As It Ramps Up Scripted Shows |url=https://deadline.com/2018/06/apple-signs-wga-contract-as-it-ramps-up-scripted-shows-1202405862 |access-date=January 18, 2019 |website=[[Deadline Hollywood]] |language=en |archive-date=March 27, 2019 |archive-url=https://web.archive.org/web/20190327091242/https://deadline.com/2018/06/apple-signs-wga-contract-as-it-ramps-up-scripted-shows-1202405862/ |url-status=dead}}; {{Cite web |last=Andreeva |first=Nellie |date=June 15, 2018 |title=Oprah Winfrey Partners With Apple For Original Content |url=https://deadline.com/2018/06/oprah-winfrey-content-partnership-apple-for-original-programming-1202411370 |access-date=January 18, 2019 |website=[[Deadline Hollywood]] |language=en |archive-date=March 26, 2019 |archive-url=https://web.archive.org/web/20190326025016/https://deadline.com/2018/06/oprah-winfrey-content-partnership-apple-for-original-programming-1202411370/ |url-status=dead}}</ref> Additional partnerships for original series include [[Sesame Workshop]] and [[DHX Media]] and its subsidiary [[Peanuts Worldwide]], and a partnership with [[A24]] to create original films.<ref>{{Cite web |last1=Andreeva |first1=Nellie |last2=Petski |first2=Denise |date=June 20, 2018 |title=Apple Teams With Sesame Workshop On Children's Programming Slate |url=https://deadline.com/2018/06/apple-sesame-workshop-childrens-programming-slate-live-action-animated-series-1202414268 |access-date=January 18, 2019 |website=[[Deadline Hollywood]] |language=en |archive-date=March 27, 2019 |archive-url=https://web.archive.org/web/20190327090610/https://deadline.com/2018/06/apple-sesame-workshop-childrens-programming-slate-live-action-animated-series-1202414268/ |url-status=dead}}; {{Cite web |last1=Andreeva |first1=Nellie |last2=Petski |first2=Denise |date=December 14, 2018 |title=Apple Makes 'Peanuts' Deal; DHX Media To Produce New Series, Specials & Shorts With Classic Characters For Streamer |url=https://deadline.com/2018/12/apple-makes-peanuts-deal-dhx-media-to-produce-new-series-specials-shorts-with-classic-characters-for-streamer-1202520215 |access-date=January 18, 2019 |website=[[Deadline Hollywood]] |language=en |archive-date=February 1, 2019 |archive-url=https://web.archive.org/web/20190201080858/https://deadline.com/2018/12/apple-makes-peanuts-deal-dhx-media-to-produce-new-series-specials-shorts-with-classic-characters-for-streamer-1202520215/ |url-status=dead}}; {{Cite web |last1=Hipes |first1=Patrick |last2=Andreeva |first2=Nellie |date=November 15, 2018 |title=Apple Inks Deal With A24 For Multiple Films As Part Of Push Into Movies |url=https://deadline.com/2018/11/apple-original-movies-a24-slate-deal-1202502828 |access-date=January 18, 2019 |website=[[Deadline Hollywood]] |language=en |archive-date=November 17, 2018 |archive-url=https://web.archive.org/web/20181117104937/https://deadline.com/2018/11/apple-original-movies-a24-slate-deal-1202502828/ |url-status=dead}}</ref>

During the [[List of Apple Inc. media events#Apple Special Event (September 12, 2017)|Apple Special Event]] in September 2017, the [[AirPower (Apple)|AirPower]] wireless charger was announced alongside the [[iPhone X]], [[iPhone 8]], and [[Apple Watch#Third generation (Series 3)|Watch Series 3]]. The AirPower was intended to wirelessly charge multiple devices, simultaneously. Though initially set to release in early 2018, the AirPower would be canceled in March 2019, marking the first cancellation of a device under Cook's leadership.<ref>{{Cite news |last=Gurman |first=Mark |author-link=Mark Gurman (journalist) |date=March 29, 2019 |title=Apple Cancels Plan for AirPower Wireless Charger |url=https://www.bloomberg.com/news/articles/2019-03-29/apple-cancels-anticipated-airpower-wireless-charging-accessory |url-status=live |archive-url=https://web.archive.org/web/20210805050713/https://www.bloomberg.com/news/articles/2019-03-29/apple-cancels-anticipated-airpower-wireless-charging-accessory |archive-date=August 5, 2021 |access-date=August 25, 2022 |work=Bloomberg.com}}; {{Cite web |last=Panzarino |first=Matthew |date=March 29, 2019 |title=Apple cancels AirPower product, citing inability to meet its high standards for hardware |url=https://techcrunch.com/2019/03/29/apple-cancels-airpower-product-citing-inability-to-meet-its-high-standards-for-hardware/ |access-date=August 25, 2022 |website=TechCrunch |archive-date=March 29, 2019 |archive-url=https://web.archive.org/web/20190329231507/https://techcrunch.com/2019/03/29/apple-cancels-airpower-product-citing-inability-to-meet-its-high-standards-for-hardware/ |url-status=live}}; {{Cite magazine |last=Goode |first=Lauren |date=March 29, 2019 |title=RIP AirPower: Apple Kills Its Elusive Wireless Charging Pad |url=https://www.wired.com/story/apple-kills-airpower |url-status=live |archive-url=https://web.archive.org/web/20220825111224/https://www.wired.com/story/apple-kills-airpower/ |archive-date=August 25, 2022 |magazine=Wired |issn=1059-1028 |accessdate=August 25, 2022}}</ref> On August 19, 2020, Apple's share price briefly topped $467.77, making it the first US company with a market capitalization of {{US$|2}}{{nbsp}}trillion.<ref>{{Cite web |last=Bursztynsky |first=Jessica |date=August 19, 2020 |title=Apple becomes first U.S. company to reach a $2 trillion market cap |url=https://www.cnbc.com/2020/08/19/apple-reaches-2-trillion-market-cap.html |access-date=August 19, 2020 |website=CNBC |language=en |archive-date=July 21, 2022 |archive-url=https://web.archive.org/web/20220721003235/https://www.cnbc.com/2020/08/19/apple-reaches-2-trillion-market-cap.html |url-status=live}}</ref>

[[File:Macbook Air M1 Silver PNG.png|thumb|left|[[MacBook Air (Apple silicon)|MacBook Air M1]] (2020), Apple's first notebook computer following the switch from Intel x86 to [[ARM architecture family|ARM]] processors]]
During its annual [[WWDC]] keynote speech on June 22, 2020, Apple announced it would move away from Intel processors, and the [[Mac transition to Apple silicon|Mac would transition to processors developed in-house]].<ref>{{Cite news |last=Warren |first=Tom |date=June 22, 2020 |title=Apple announces it will switch to its own processors for future Macs |work=[[The Verge]] |url=https://www.theverge.com/2020/6/22/21295475/apple-mac-processors-arm-silicon-chips-wwdc-2020 |access-date=June 22, 2020 |archive-date=June 22, 2020 |archive-url=https://web.archive.org/web/20200622192505/https://www.theverge.com/2020/6/22/21295475/apple-mac-processors-arm-silicon-chips-wwdc-2020 |url-status=live}}</ref> The announcement was expected by industry analysts, and it has been noted that Macs featuring Apple's processors would allow for big increases in performance over current Intel-based models.<ref>{{Cite news |last=Haselton |first=Todd |date=June 22, 2020 |title=Apple will stop using Intel chips in all Macs by 2021, top analyst says |work=[[CNBC]] |url=https://www.cnbc.com/2020/06/22/new-macbook-pro-and-imac-coming-with-arm-chips-instead-of-intel---kuo.html |access-date=June 22, 2020 |archive-date=June 1, 2022 |archive-url=https://web.archive.org/web/20220601092329/https://www.cnbc.com/2020/06/22/new-macbook-pro-and-imac-coming-with-arm-chips-instead-of-intel---kuo.html |url-status=live}}</ref> On November 10, 2020, the MacBook Air, MacBook Pro, and the Mac Mini became the first Macs powered by an Apple-designed processor, the [[Apple M1]].<ref>{{Cite web |date=November 2, 2020 |title=Apple announces 'One More Thing' event for November 10th |url=https://www.theverge.com/2020/11/2/21546136/apple-event-date-time-november-10th-one-more-thing-arm-mac-silicon |access-date=November 2, 2020 |website=The Verge |archive-date=June 2, 2022 |archive-url=https://web.archive.org/web/20220602162103/https://www.theverge.com/2020/11/2/21546136/apple-event-date-time-november-10th-one-more-thing-arm-mac-silicon |url-status=live}}</ref>

In April 2022, it was reported that [[Samsung Electro-Mechanics]] would be collaborating with Apple on its M2 chip instead of [[LG Innotek]].<ref>{{Cite web |last=McDaniel |first=Allison |date=April 21, 2022 |title=Apple's M2 chip nears as Samsung beats LG as processor packaging partner |url=https://9to5mac.com/2022/04/21/apple-m2-chip-samsung |access-date=April 27, 2022 |website=9to5Mac |language=en-US |archive-date=April 22, 2022 |archive-url=https://web.archive.org/web/20220422080359/https://9to5mac.com/2022/04/21/apple-m2-chip-samsung/ |url-status=live}}</ref> Developer logs showed that at least nine Mac models with four different M2 chips were being tested.<ref>{{Cite news |date=April 14, 2022 |title=Apple tests several new Macs with next-generation M2 chips – Bloomberg News |language=en |work=Reuters |url=https://www.reuters.com/technology/apple-tests-several-new-macs-with-next-generation-m2-chips-bloomberg-news-2022-04-14 |access-date=April 27, 2022 |archive-date=April 27, 2022 |archive-url=https://web.archive.org/web/20220427123652/https://www.reuters.com/technology/apple-tests-several-new-macs-with-next-generation-m2-chips-bloomberg-news-2022-04-14/ |url-status=live}}; {{Cite web |last=Clark |first=Mitchell |date=April 14, 2022 |title=Apple's M2 chips and the computers they'll power detailed in new leak |url=https://www.theverge.com/2022/4/14/23026073/apple-m2-silicon-macbook-air-pro-mac-mini-rumors |access-date=April 27, 2022 |website=The Verge |language=en |archive-date=June 2, 2022 |archive-url=https://web.archive.org/web/20220602195315/https://www.theverge.com/2022/4/14/23026073/apple-m2-silicon-macbook-air-pro-mac-mini-rumors |url-status=live}}</ref>

''[[The Wall Street Journal]]'' reported that Apple's effort to develop its own chips left it better prepared to deal with the semiconductor shortage that emerged during the [[COVID-19 pandemic]], which led to increased profitability, with sales of M1-based Mac computers rising sharply in 2020 and 2021. It also inspired other companies like [[Tesla, Inc.|Tesla]], [[Amazon (company)|Amazon]], and [[Meta Platforms]] to pursue a similar path.<ref>{{Cite news |last=Higgins |first=Tim |date=April 16, 2022 |title=The Chips That Rebooted the Mac |language=en-US |work=[[The Wall Street Journal]] |url=https://www.wsj.com/articles/the-chips-that-rebooted-the-mac-11650081649 |access-date=April 27, 2022 |issn=0099-9660 |archive-date=July 29, 2022 |archive-url=https://web.archive.org/web/20220729031056/https://www.wsj.com/articles/the-chips-that-rebooted-the-mac-11650081649 |url-status=live}}</ref>

In April 2022, Apple opened an online store that allowed anyone in the U.S. to view repair manuals and order replacement parts for specific recent iPhones, although the difference in cost between this method and official repair is anticipated to be minimal.<ref>{{Cite news |last=Brown |first=Dalvin |date=April 27, 2022 |title=Apple Opens Self-Repair Store With $300 iPhone Screens, 19-Cent Screws |url=https://www.wsj.com/articles/apple-opens-self-repair-store-with-300-iphone-screens-19-cent-screws-11651031828 |url-status=live |archive-url=https://web.archive.org/web/20220801153719/https://www.wsj.com/articles/apple-opens-self-repair-store-with-300-iphone-screens-19-cent-screws-11651031828 |archive-date=August 1, 2022 |access-date=April 27, 2022 |work=[[The Wall Street Journal]] |language=en-US |issn=0099-9660}}; {{Cite web |last=Feiner |first=Lauren |date=April 27, 2022 |title=Apple now lets you buy parts so you can fix your iPhone yourself |url=https://www.cnbc.com/2022/04/27/apple-now-lets-you-buy-iphone-parts-so-you-can-fix-it-yourself.html |url-status=live |archive-url=https://web.archive.org/web/20220625155230/https://www.cnbc.com/2022/04/27/apple-now-lets-you-buy-iphone-parts-so-you-can-fix-it-yourself.html |archive-date=June 25, 2022 |access-date=April 27, 2022 |website=CNBC |language=en}}; {{Cite web |last=Porter |first=Jon |date=April 27, 2022 |title=Apple's DIY repair service is now available in the US |url=https://www.theverge.com/2022/4/27/23044301/apple-iphone-diy-repair-self-service-program-spare-parts-12-13 |url-status=live |archive-url=https://web.archive.org/web/20220629180938/https://www.theverge.com/2022/4/27/23044301/apple-iphone-diy-repair-self-service-program-spare-parts-12-13 |archive-date=June 29, 2022 |access-date=April 27, 2022 |website=The Verge |language=en}}; {{Cite web |date=April 27, 2022 |title=Apple's Self Service Repair program is now open to iPhone owners in the US |url=https://www.engadget.com/apple-self-service-repair-release-date-122332505.html |url-status=live |archive-url=https://web.archive.org/web/20220802150900/https://www.engadget.com/apple-self-service-repair-release-date-122332505.html |archive-date=August 2, 2022 |access-date=April 27, 2022 |website=Engadget |language=en-US}}; {{Cite web |date=April 27, 2022 |title=Apple opens Self Service Repair to US iPhone users |url=https://techcrunch.com/2022/04/27/apple-opens-self-service-repair-to-us-iphone-users/ |access-date=April 27, 2022 |website=TechCrunch |language=en-US |archive-date=April 27, 2022 |archive-url=https://web.archive.org/web/20220427120236/https://techcrunch.com/2022/04/27/apple-opens-self-service-repair-to-us-iphone-users/ |url-status=live}}; {{Cite web |last=Sherr |first=Ian |title=Apple Launches Do-It-Yourself Repairs For iPhone 13, iPhone 12 and iPhone SE |url=https://www.cnet.com/tech/mobile/apple-launches-do-it-yourself-repairs-for-iphone-13-iphone-12-and-iphone-se |url-status=live |archive-url=https://web.archive.org/web/20220427120621/https://www.cnet.com/tech/mobile/apple-launches-do-it-yourself-repairs-for-iphone-13-iphone-12-and-iphone-se/ |archive-date=April 27, 2022 |access-date=April 27, 2022 |website=CNET |language=en}}; {{Cite web |title=Apple's Self-Service Repair Store Finally Launches |url=https://www.pcmag.com/news/apples-self-service-repair-store-finally-launches |url-status=live |archive-url=https://web.archive.org/web/20220613180932/https://www.pcmag.com/news/apples-self-service-repair-store-finally-launches |archive-date=June 13, 2022 |access-date=April 27, 2022 |website=PCMAG |date=April 27, 2022 |language=en}}</ref>

In May 2022, a trademark was filed for RealityOS, an operating system reportedly intended for virtual and augmented reality headsets, first mentioned in 2017. According to Bloomberg, the headset may come out in 2023.<ref>{{Cite web |last=Porter |first=Jon |date=May 30, 2022 |title=Apple's RealityOS for rumored headset appears in trademark application |url=https://www.theverge.com/2022/5/30/23147213/realityos-os-ros-trademark-apple-virtual-augmented-reality-headset |access-date=May 30, 2022 |website=The Verge |archive-date=July 8, 2022 |archive-url=https://web.archive.org/web/20220708040805/https://www.theverge.com/2022/5/30/23147213/realityos-os-ros-trademark-apple-virtual-augmented-reality-headset |url-status=live}}; {{Cite web |last1=Gurman |first1=Mark |author-link1=Mark Gurman (journalist) |last2=Mochizuki |first2=Takashi |last3=Wu |first3=Debby |date=January 14, 2022 |title=Apple's New VR/AR Headset Risks Being Delayed Until 2023 |url=https://www.bloomberg.com/news/articles/2022-01-14/apple-s-hotly-anticipated-headset-risks-being-delayed-until-2023?sref=ExbtjcSG |access-date=May 30, 2022 |website=Bloomberg |archive-date=April 19, 2022 |archive-url=https://web.archive.org/web/20220419120240/https://www.bloomberg.com/news/articles/2022-01-14/apple-s-hotly-anticipated-headset-risks-being-delayed-until-2023?sref=ExbtjcSG |url-status=live}}</ref> Further insider reports state that the device uses iris scanning for payment confirmation and signing into accounts.<ref>{{cite web |last1=Fingas |first1=Jon |title=Apple's mixed reality headset reportedly uses iris scanning for payments and sign-ins |url=https://www.engadget.com/apple-mixed-reality-headset-iris-scanning-153036223.html |website=Engadget |date=October 14, 2022 |access-date=October 19, 2022 |archive-date=October 19, 2022 |archive-url=https://web.archive.org/web/20221019194454/https://www.engadget.com/apple-mixed-reality-headset-iris-scanning-153036223.html |url-status=live}}</ref>

On June 18, 2022, the Apple Store in [[Towson, Maryland]], became the first to unionize in the U.S., with the employees voting to join the [[International Association of Machinists and Aerospace Workers]].<ref>{{Cite news |last1=Lerman |first1=Rachel |last2=Gregg |first2=Aaron |last3=Somasundaram |first3=Praveena |date=June 19, 2022 |title=Apple Store workers approve union, the first in the U.S. |newspaper=[[The Washington Post]] |url=https://www.washingtonpost.com/technology/2022/06/18/apple-union-vote |access-date=June 19, 2022 |archive-date=June 19, 2022 |archive-url=https://web.archive.org/web/20220619003224/https://www.washingtonpost.com/technology/2022/06/18/apple-union-vote/ |url-status=live}}</ref>

On July 7, 2022, Apple added Lockdown Mode to macOS 13 and iOS 16, as a response to the earlier Pegasus revelations; the mode increases security protections for high-risk users against targeted [[Zero-day (computing)|zero-day]] malware.<ref>{{Cite news |date=July 6, 2022 |title=Apple launches Lockdown Mode to block spyware attacks on at-risk users |publisher=BBC News |url=https://www.bbc.com/news/technology-62069255 |access-date=July 7, 2022 |archive-date=July 28, 2022 |archive-url=https://web.archive.org/web/20220728005310/https://www.bbc.com/news/technology-62069255 |url-status=live}}</ref>

Apple launched a [[buy now, pay later]] service called 'Apple Pay Later' for its [[Apple Wallet]] users in March 2023. The program allows its users to apply for loans between $50 and $1,000 to make online or in-app purchases and then repaying them through four installments spread over six weeks without any interest or fees.<ref>{{cite news |last1=Hunter |first1=Tatum |last2=Velazco |first2=Chris |date=March 28, 2023 |title=Now you can 'buy now, pay later' with Apple Wallet |url=https://www.washingtonpost.com/technology/2023/03/28/apple-buy-now-pay-later/ |newspaper=The Washington Post |access-date=March 29, 2023 |archive-date=March 29, 2023 |archive-url=https://web.archive.org/web/20230329102346/https://www.washingtonpost.com/technology/2023/03/28/apple-buy-now-pay-later/ |url-status=live}}</ref><ref>{{cite news |last=De Avila |first=Joseph |date=March 28, 2023 |title=Apple Rolls Out Buy Now, Pay Later Plan |url=https://www.wsj.com/articles/apple-rolls-out-buy-now-pay-later-plan-640ae583 |newspaper=The Wall Street Journal |access-date=March 29, 2023 |archive-date=March 29, 2023 |archive-url=https://web.archive.org/web/20230329053013/https://www.wsj.com/articles/apple-rolls-out-buy-now-pay-later-plan-640ae583 |url-status=live}}</ref>

In November 2023, Apple agreed to a $25 million settlement in a [[U.S. Department of Justice]] case that alleged Apple was discriminating against U.S. citizens in hiring. Apple created jobs that were not listed online and required paper submission to apply for, while advertising these jobs to foreign workers as part of recruitment for [[Permanent Labor Certification#Program electronic review management|PERM]].<ref>{{cite news |last1=Gurman |first1=Mark |author-link1=Mark Gurman (journalist) |date=November 9, 2023 |title=Apple Settles DOJ Case That It Discriminated Against US Workers |url=https://news.bloomberglaw.com/tech-and-telecom-law/apple-settles-doj-case-that-it-discriminated-against-us-workers |newspaper=Bloomberg News |access-date=November 27, 2023 |archive-date=November 27, 2023 |archive-url=https://web.archive.org/web/20231127152701/https://news.bloomberglaw.com/tech-and-telecom-law/apple-settles-doj-case-that-it-discriminated-against-us-workers |url-status=live}}</ref>

In January 2024, Apple announced compliance with the European Union's competition law, with major changes to the App Store and other services, effective on March 7. This enables iOS users in the 27-nation bloc to use alternative app stores, and alternative payment methods within apps. This adds a menu in Safari for downloading alternative browsers, such as Chrome or Firefox.<ref>{{Cite news |language=en |url=https://www.nytimes.com/2024/01/25/technology/apple-app-store-europe.html |title=Apple Overhauls App Store in Europe, in Response to New Digital Law |work=The New York Times |date=January 25, 2024 |access-date=January 29, 2024|archive-date=January 26, 2024|archive-url=https://web.archive.org/web/20240126040405/https://www.nytimes.com/2024/01/25/technology/apple-app-store-europe.html |last1=Satariano |first1=Adam |last2=Mickle |first2=Tripp}}</ref>

In June 2024, Apple introduced [[Apple Intelligence]] to incorporate on-device artificial intelligence capabilities.<ref>{{Cite news |last=Tilley |first=Aaron |title=Apple Introduces 'Apple Intelligence,' New OpenAI Partnership as AI Takes Center Stage |url=https://www.wsj.com/tech/ai/apple-wwdc-2024-ai-release-356c5303 |access-date=June 11, 2024 |work=WSJ |language=en-US}}</ref>

On November 1, 2024, Apple announced its acquisition of [[Pixelmator]], a company known for its image editing applications for iPhone and Mac. Apple had previously showcased Pixelmator's apps during its product launches, including naming Pixelmator Pro its Mac App of the Year in 2018 for its innovative use of machine learning and AI. In the announcement, Pixelmator stated that there would be no significant changes to its existing apps following the acquisition.<ref>{{cite news|last=Leswing |first=Kif |title=Apple to buy Pixelmator, the iPhone image editing app with AI features |date=1 November 2024 |url=https://www.cnbc.com/2024/11/01/apple-will-buy-pixelmator-iphone-image-editing-app-with-ai-features-.html |website=CNBC |access-date=3 November 2024}}</ref>

On December 31, 2024, a preliminary settlement was filed in the Oakland, California federal court that accused Apple of unlawfully recording private conversations through unintentional Siri activations and shared them with third parties, including advertisers. Apple agreed to a $95 million cash settlement to resolve this lawsuit in which its Siri assistant violated user privacy. While denying any wrongdoing, Apple settled the case, allowing affected users to potentially claim up to $20 per device. Attorneys sought $28.5 million in fees from the settlement fund.<ref>{{cite news|last=Stempel |first=Jonathan |title=Apple to pay $95 million to settle Siri privacy lawsuit |date=2 January 2025 |url=https://www.reuters.com/legal/apple-pay-95-million-settle-siri-privacy-lawsuit-2025-01-02/ |website=Reuters |access-date=4 January 2025}}</ref>