Apple Inc.

Apple Inc.

File:Apple logo black.svg Logo since 1998
Company type	Public
Industry	Technology
Predecessor	Apple Computer Company
Founded	April 1, 1976 (1976-04-01) in Cupertino, California, United States
Founder	Steve Jobs, Steve Wozniak, Ronald Wayne
Headquarters	Cupertino, California , United States
Area served	Worldwide
Key people	Tim Cook (CEO)
Products	iPhone, iPad, Apple Watch, Mac computers, Apple TV hardware; iOS, iPadOS, macOS; Apple Pay, iCloud, Apple Music, Apple TV+
Website	apple.com

Apple Inc. is a prominent American multinational corporation and technology company based in Cupertino, California, situated in Silicon Valley. Established in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne under the name Apple Computer Company, it adopted the name Apple Inc. in 2007 to signify its diversification beyond computers into consumer electronics. Apple stands as the largest technology company by revenue, reporting in FY24.

The company initially concentrated on Wozniak's Apple I personal computer but achieved significant success with the Apple II, one of the earliest widely produced microcomputers. It was a forerunner in graphical user interfaces through products like the Lisa (1983) and Macintosh (1984). Following internal conflicts that resulted in Jobs’s exit in 1985, Apple’s market share declined during the 1990s amid competition from the Wintel PC dominance. On the brink of bankruptcy in 1997, Apple acquired NeXT, which brought Jobs back to lead a revival featuring innovations such as the iMac, iPod, iPhone, and iPad, along with services like the iTunes Store and the introduction of Apple Stores. This approach established Apple as one of the most valuable brands globally by 2010. Jobs stepped down in 2011 due to health concerns and was succeeded by CEO Tim Cook.

Apple’s current offerings encompass devices including the iPhone, iPad, Apple Watch, Mac computers, and Apple TV hardware; operating systems such as iOS, iPadOS, and macOS; as well as services like Apple Pay, iCloud, Apple Music, and Apple TV+. As a member of the Big Five U.S. technology companies alongside Alphabet, Amazon, Meta, and Microsoft, Apple consistently ranks among the largest companies worldwide by market capitalization. Valued at over $3.74 trillion as of 2024, it leads globally as the top manufacturer by revenue, largest seller of tablets and smartphones, and ranks fourth in PC shipments. Its shares are traded on Nasdaq under the ticker symbol "AAPL".

Despite facing scrutiny regarding labor conditions within its supply chain, environmental practices, business ethics including allegations of anti-competitive conduct, and sourcing of materials, Apple continues to enjoy a robust international customer base and remarkable brand loyalty.

1976–1980: Founding and incorporation

Apple Computer Company was established on April 1, 1976, by Steve Jobs, Steve Wozniak, and Ronald Wayne as a partnership. The company’s inaugural product, the Apple I, was designed and manually assembled by Wozniak. To fund its development, Jobs sold his Volkswagen Bus while Wozniak parted with his calculator, together raising approximately . The Apple I made its first appearance at the Homebrew Computer Club in July 1976 and was marketed as a motherboard featuring CPU, RAM, and basic video chips at a price of $666.66.

On January 3, 1977, Apple Computer, Inc. was formally incorporated in Cupertino, California. Ronald Wayne exited shortly after incorporation by selling his stake back to Jobs and Wozniak for $800. Business acumen and an investment of $250,000 from multimillionaire Mike Markkula were instrumental during this phase. The company experienced rapid revenue growth during its initial five years—doubling every four months—with annual sales escalating from $775,000 in 1977 to $118 million by 1980, reflecting an average yearly growth rate of 533%.

The launch of the Apple II on April 16, 1977—primarily engineered by Wozniak—marked Apple's first significant commercial breakthrough. Distinguished by color graphics and an open architecture that set it apart from competitors, it initially relied on audio cassette tapes for data storage before transitioning to the -inch floppy disk drive (Disk II) in 1978. The Apple II gained considerable traction in business environments as the platform for the groundbreaking spreadsheet software VisiCalc (1979), which created an entirely new market segment. Nonetheless, its market share trailed behind rivals such as Atari, Commodore, and Tandy Computers.

Apple went public on December 12, 1980, with an initial public offering (IPO) on NASDAQ that sold 4.6 million shares at $22 each (equivalent to $0.10 per share after subsequent splits), raising over $100 million—surpassing any IPO since Ford Motor Company’s in 1956. This event generated approximately 300 millionaires including Jobs and Wozniak. By closing time on IPO day, Apple's stock price climbed to $29 per share with a market valuation of $1.778 billion.

1980–1990: Achievements with Macintosh

In December 1979, Steve Jobs along with Apple team members such as Jef Raskin visited Xerox PARC, where they encountered the Xerox Alto featuring a graphical user interface (GUI). Apple secured rights to utilize PARC's innovations, which significantly shaped the GUI design in Apple's subsequent products, beginning with the Apple Lisa. Although the Lisa was among the first GUI-based computers marketed to a broad audience, it struggled commercially owing to its steep price and limited software availability.

Following his removal from the Lisa project, Jobs assumed leadership of the Macintosh division. Initially conceived by Wozniak and Raskin as an affordable, text-oriented machine, the Macintosh was transformed under Jobs’ vision into a more cost-effective graphical computer compared to the Lisa. Wozniak’s involvement diminished after a 1981 plane crash. Meanwhile, Jobs maintained an antagonistic stance toward the lucrative Apple II segment.

Apple introduced the Macintosh in 1984 without including a programming language. Its launch was spotlighted by the memorable "1984" commercial directed by Ridley Scott, aired during Super Bowl XVIII at a cost of $1.5 million. This advertisement is widely regarded as a pivotal moment in Apple's history and remains one of television’s most celebrated commercials.

Although initial sales of the Macintosh were promising, they declined after three months due to criticism over its modest 128 kilobytes of RAM and sluggish speed at a $2,495 price tag. This downturn sparked a conflict between Jobs and CEO John Sculley, who had been recruited from Pepsi by Jobs two years prior. With backing from the board, Sculley removed Jobs from his leadership role over the Macintosh division.

The board directed Sculley to rein in Jobs’ expensive product ventures. In response, Jobs attempted a takeover within the boardroom but lost support as executives sided with Sculley, resulting in Jobs being stripped of operational responsibilities. He resigned in September 1985 and went on to establish NeXT alongside several former Apple colleagues. Earlier that year, Wozniak also stepped back from daily involvement due to dissatisfaction with Apple's trajectory, though he retained his shareholder status.

After these departures, Sculley launched the Macintosh 512K, which featured four times the RAM of its predecessor, and introduced the LaserWriter, an affordable laser printer utilizing PostScript. The release of Aldus Corporation's PageMaker desktop publishing software in July 1985 capitalized on this hardware combination and effectively created the desktop publishing industry.

Apple’s stronghold on desktop publishing enabled it to pursue premium pricing—the so-called "high-right policy"—aimed at maximizing profit margins despite concerns about alienating customers. Jean-Louis Gassée was a key proponent of this tactic, famously promoting "fifty-five or die," referring to achieving 55% profit margins on models like the Macintosh II.

Nevertheless, this approach began to falter toward the decade’s end as IBM PC compatibles offered comparable desktop publishing solutions at lower costs. Apple consequently lost market share and distanced many early adopters. The 1989 holiday season marked Apple’s first sales decline, accompanied by a 20% drop in stock value. During this time, friction between Sculley and Gassée culminated in Gassée’s demotion in January 1990 when Michael Spindler took over as chief operating officer. Gassée departed later that year to establish competing firm Be Inc..

1990–1997: Restructuring and Decline

In October 1990, Apple altered its approach by introducing three more affordable models: the Macintosh Classic, Macintosh LC, and Macintosh IIsi. These devices saw strong demand driven by consumer anticipation. The 1991 debut of the PowerBook established a new benchmark in laptop design. That same year, Apple released System 7, a significant operating system update that incorporated color support and enhanced networking capabilities.

These launches contributed to increased revenue, initiating a phase of expansion often referred to as the "first golden age" of Macintosh by MacAddict. Nevertheless, the popularity of budget-friendly Macs such as the LC resulted in reduced sales for higher-end models. To counter this effect, Apple segmented its product lineup into distinct categories aimed at various market segments: the premium Quadra, mid-tier Centris, and consumer-oriented Performa series, which ultimately led to confusion among buyers.

In 1993, Apple ceased production of the Apple II line due to elevated manufacturing expenses and internal competition with Macintosh sales. The company shifted developer resources and marketing focus exclusively toward Macintosh platforms. The Apple IIe was also phased out during this time.

Throughout the decade, Apple introduced several consumer products that failed to gain traction, including the QuickTake digital cameras, PowerCD players, Pippin gaming consoles, and the expensive Newton tablet project. These initiatives consumed significant resources while falling short of market expectations.

Meanwhile, Microsoft expanded its market presence with Windows by emphasizing cost-effective PCs. In contrast, Apple concentrated on premium hardware with higher profit margins but a narrower customer base. Apple initiated legal action against Microsoft over graphical user interface similarities in Apple Computer, Inc. v. Microsoft Corp., but after prolonged litigation, the case was dismissed. Facing dwindling market share and product setbacks, CEO John Sculley was replaced by Michael Spindler in 1993.

During Spindler’s tenure, Apple partnered with IBM and Motorola in 1994 to create the AIM alliance aimed at developing the PowerPC Reference Platform (PReP), which combined IBM/Motorola hardware with Apple software to compete against Windows dominance. That year also saw the introduction of the Power Macintosh, Apple's first series powered by Motorola's PowerPC processors.

Apple permitted third-party manufacturers to produce Macintosh clones; over two years, 75 clone models were released. By 1996, concerns arose that these clones were undermining Apple's sales of high-margin computers.

In 1996, Spindler was replaced by Gil Amelio, brought in for his expertise in corporate turnarounds. Amelio implemented substantial cost reductions and workforce layoffs.

During this era, Apple faced challenges updating its operating system. The classic Mac OS lacked true multitasking capabilities; attempts to improve included System 5’s cooperative multitasking and projects such as Pink, A/UX, and Copland. In 1996, Apple explored acquiring BeOS, but negotiations faltered due to pricing disagreements. Confronted with near insolvency, Apple's board decided to acquire NeXT for $400 million in late 1996, resulting in Steve Jobs’ return to the company.

1997–2007: Restoration of Profitability

The acquisition of NeXT was completed on February 9, 1997, which resulted in Steve Jobs rejoining Apple as an advisor. On July 9, 1997, Jobs orchestrated a boardroom takeover that led to CEO Gil Amelio’s departure after three years marked by record-low stock valuations and financial setbacks. Jobs assumed the role of interim CEO, swiftly eliminating 70% of the product range, reducing the workforce by 3,000 employees, and concentrating efforts on the core computer lineup.

In August 1997, Jobs secured a $150 million investment from Microsoft along with a commitment to continue developing software for the Mac platform. This arrangement was perceived as a strategic safeguard for Microsoft following its antitrust settlement with the Department of Justice. Subsequently, Jobs terminated Mac clone licensing agreements and acquired Power Computing, the largest clone manufacturer, in September 1997. On November 10, 1997, Apple unveiled its online Apple Store, implementing a build-to-order production model akin to Dell’s approach. These initiatives culminated in a $309 million profit by the end of Jobs’s first year leading the company.

On May 6, 1998, Apple launched the iMac, an all-in-one computer designed by Jonathan Ive. Within five months, the iMac sold 800,000 units and influenced industry trends by eliminating legacy technologies such as the floppy disk while integrating USB ports and built-in Internet connectivity.

Apple introduced the iBook consumer laptop on July 21, 1999, completing Jobs’s strategy to focus on four primary products: professional Power Macintosh G3 desktops and PowerBook G3 laptops alongside consumer-oriented iMac desktops and iBook laptops. This streamlined product portfolio improved both quality and innovation.

The company broadened its digital media software offerings through acquisitions: Final Cut Pro debuted in April 1999 after evolving from Macromedia’s Key Grip project; iMovie was released in October 1999; Apple acquired DVD authoring software DVDirector (renamed DVD Studio Pro) and developed iDVD for consumers; and in 2000 purchased SoundJam MP, which later became iTunes featuring CD burning capabilities.

On March 24, 2001, Apple announced Mac OS X—a modern operating system based on NeXTSTEP and BSD Unix that combined robust stability with a refined user interface. In May of that year, Apple opened its first two retail stores in Virginia and California. Despite initial doubts about their success, these stores flourished and eventually expanded to over 500 locations worldwide. The iPod portable digital audio player was introduced on October 23, 2001, selling more than 100 million units within six years.

The launch of the iTunes Store in 2003 offered music downloads priced at 99 cents per track integrated seamlessly with the iPod. It rapidly dominated online music sales with over five billion downloads by mid-2008, becoming the world’s largest music retailer by 2005.

In 2002, Apple acquired Nothing Real for its Shake compositing software and Emagic for Logic Pro music production software—making Apple the first computer manufacturer to own a music software company. This acquisition led to consumer applications such as GarageBand and iPhoto completing the iLife suite by that year.

At the Worldwide Developers Conference keynote on June 6, 2005, Jobs announced Apple's transition from PowerPC processors to Intel chips beginning in 2006. The Intel-based MacBook Pro and iMac were launched on January 10, 2006, marking this changeover. By August 7, 2006, all Macs had transitioned to Intel processors—more than a year ahead of schedule. The Power Mac, iBook, and PowerBook lines were discontinued and replaced by Mac Pro, MacBook, and MacBook Pro respectively. Boot Camp was introduced in 2006 to allow installation of Windows alongside Mac OS X on Intel Macs.

Between early 2003 and 2006, Apple’s stock price increased more than tenfold—from approximately $6 to over $80 per share (adjusted for splits). In January 2006, Apple surpassed Dell in market capitalization. In response to this milestone—and recalling Dell CEO Michael Dell’s earlier remark that he would shut down Apple if he were in charge—Jobs sent a taunting email to him.

2007–2011: Achievements in Mobile Technology

During the Macworld Expo on January 9, 2007, Steve Jobs revealed the company's name change from Apple Computer, Inc. to Apple Inc., signifying a shift toward a broader consumer electronics focus beyond just computers. This occasion also marked the debut of the iPhone, which sold 270,000 units within the initial 30 hours and was acclaimed as an industry "game changer." Additionally, Apple introduced the Apple TV.

In February 2007, Jobs proposed offering music on the iTunes Store without digital rights management (DRM), pending approval from record labels. By April of that year, Apple and EMI had eliminated DRM restrictions on EMI’s catalog, encouraging other labels to follow suit. By January 2009, all songs available on iTunes were DRM-free.

The App Store launched in July 2008 as a marketplace for third-party applications for iPhone and iPod Touch. Within its first month, it sold 60 million apps and generated daily revenues of $1 million, helping Apple become the third-largest mobile handset vendor by October 2008.

In January 2009, despite Jobs taking a six-month medical leave, Apple recorded its strongest non-holiday quarter during the economic downturn, posting $8.16 billion in revenue and $1.21 billion in profit.

On January 27, 2010, Apple introduced the iPad, a tablet utilizing the iPhone’s touch-based operating system with compatible apps available at launch. After its April release, over 300,000 units were sold on day one, and it reached one million sales faster than the iPhone did. In May 2010, Apple’s market value surpassed Microsoft’s for the first time since 1989.

June 2010 saw the launch of the iPhone 4, which featured FaceTime video calling, multitasking capabilities, and a redesigned antenna. That year also brought updates to the iPod lineup: a multi-touch Nano, an iPod Touch with FaceTime support, and a clickwheel Shuffle. Additionally, Apple released a smaller second-generation Apple TV that supported movie and show rentals.

In January 2011, Jobs took another medical leave while COO Tim Cook oversaw daily operations; however, Jobs remained engaged in strategic matters. During this period, Apple became recognized as the world’s most valuable consumer brand. In June, Jobs introduced iCloud, an online storage and synchronization service replacing MobileMe—this being his final product launch before his passing.

Jobs stepped down as CEO on August 24, 2011; Cook assumed the role while Jobs transitioned to chairman. At that time, Apple had no chairman and was led by two co-lead directors—Andrea Jung and Arthur D. Levinson—until Levinson succeeded Jobs as chairman following his death in November.

2011–2020: The Post-Jobs Period and New Product Innovations

Steve Jobs' passing on October 5, 2011 represented a significant turning point for Apple. The company’s subsequent major product announcement occurred on January 19, 2012 when Phil Schiller presented iBooks Textbooks for iOS alongside iBook Author for Mac OS X, aiming to revolutionize educational publishing.

Between 2011 and 2012, Apple released the iPhone 4s and iPhone 5 models featuring upgraded cameras, Siri voice assistant integration, and enhanced iCloud connectivity. The third- and fourth-generation iPads introduced Retina displays along with the launch of the smaller 7.9-inch iPad Mini. These devices achieved strong market performance; notably, the iPhone 5 set a launch record with over two million pre-orders while both the iPad Mini and fourth-generation iPad sold three million units within three days. The Mac lineup was refreshed with a Retina-display 13-inch MacBook Pro plus new iMac and Mac Mini versions.

On August 20, 2012, Apple’s market capitalization reached a then-record $624 billion, surpassing Microsoft’s peak valuation from 1999. Shortly thereafter, a U.S. jury awarded Apple $1.05 billion in damages from Samsung following an intellectual property lawsuit; this amount was later reduced after appeals. In November of that year, Apple settled patent disputes with HTC via a ten-year licensing agreement expected to generate $280 million annually.

In May 2014, Apple completed its largest acquisition to date by purchasing Beats Electronics for $3 billion—incorporating both "Beats by Dr. Dre" headphones and Beats Music streaming into its offerings.

At a September 2014 event, Apple introduced the Apple Watch initially positioned as a fashion accessory complementing the iPhone; later marketing emphasized health and fitness features to compete with dedicated activity trackers. By January 2016, Apple reported over one billion active devices globally.

For fiscal year 2015, Apple ranked first among technology companies on Fortune's Fortune 500 list and third overall with $233 billion in revenue—a two-position improvement from the previous year.

In June 2017, Apple entered the smart speaker market with HomePod targeting rivals such as Sonos and Amazon Echo. Later that year saw Apple's acquisition of Shazam for around $400 million to bolster its Apple Music streaming service; EU regulatory approval was granted in September 2018.

Also in June 2017, Apple established a global video division led by Jamie Erlicht and Zack Van Amburg to expand original scripted content featuring stars like Jennifer Aniston and Reese Witherspoon along with collaborations involving Steven Spielberg. By mid-2018, partnerships were secured with the Writers Guild of America and Oprah Winfrey for multi-year content deals while expanding original programming through alliances with Sesame Workshop, DHX Media (Peanuts), and A24 films.

At its September 2017 Special Event unveiling new iPhones and Watch Series 3 models, Apple announced AirPower—a wireless charger designed to power multiple devices simultaneously. Despite plans for an early-2018 launch, AirPower was canceled in March 2019 due to technical difficulties—marking Tim Cook’s first product cancellation.

On August 19, 2020, Apple's stock price briefly exceeded $467.77 per share making it the first U.S.-based company to reach a $2 trillion market capitalization milestone.

2020–2024: Shift from Intel CPUs, regulatory adherence, and legal resolutions

During the WWDC keynote held on June 22, 2020, Apple unveiled its plan to transition Macs from Intel processors to proprietary ARM-based chips. Industry experts had anticipated this development, highlighting the notable performance improvements compared to Intel-powered Macs. Subsequently, on November 10, 2020, Apple launched the MacBook Air, MacBook Pro, and Mac Mini models equipped with the Apple-designed Apple M1 chip.

In April 2022, Samsung Electro-Mechanics took over as the packaging supplier for Apple’s M2 chip, replacing LG Innotek. Developer logs indicated that at least nine Mac variants were undergoing testing with four different M2 chip versions.

According to The Wall Street Journal, Apple’s strategy of designing its own chips played a crucial role in alleviating semiconductor supply constraints during the COVID-19 pandemic. This approach contributed to increased profitability driven by robust M1 Mac sales throughout 2020 and 2021. The success of this model inspired companies such as Tesla, Amazon, and Meta to develop custom silicon solutions.

Also in April 2022, Apple introduced an online platform allowing customers in the United States to obtain repair manuals and order replacement parts for recent iPhone models. This initiative supports Apple's self-repair program despite the cost of self-service being comparable to official repairs.

A trademark application filed in May 2022 disclosed RealityOS, an operating system designed for virtual and augmented reality headsets expected around 2023. Insider information suggested that iris recognition technology would be incorporated for user authentication. In June 2023, Apple officially announced the Apple Vision Pro, its inaugural mixed reality headset running visionOS, which was released in February 2024.

On June 18, 2022, the Apple Store located in Towson, Maryland became the first U.S. retail location to unionize by affiliating with the International Association of Machinists and Aerospace Workers.

Apple introduced Lockdown Mode on July 7, 2022, within macOS 13 and iOS 16. This feature enhances protection against targeted zero-day exploits for users exposed to high-security risks.

In March 2023, Apple debuted 'Apple Pay Later,' a buy now, pay later service integrated into Apple Wallet. It provides financing options ranging from $50 to $1,000 with repayment structured as four interest-free installments over six weeks.

In November 2023, Apple reached a $25 million settlement with the U.S. Department of Justice concerning allegations of discriminatory hiring practices against American workers related to unadvertised positions aimed at foreign labor certification programs.

By January 2024, Apple complied with new European Union antitrust regulations by enabling iOS users within the EU to access alternative app stores and utilize different payment methods inside apps. Additionally, Safari incorporated options for downloading alternative web browsers such as Chrome or Firefox.

June 2024 marked the launch of Apple Intelligence, which integrates on-device artificial intelligence functionalities across Apple's product lineup.

On November 1, 2024, Apple acquired Pixelmator, a company specializing in AI-enhanced image editing applications for iPhone and Mac. Following the acquisition, Pixelmator’s apps are expected to continue operating without significant modifications.

A preliminary settlement submitted on December 31, 2024 resolved litigation accusing Apple of illegally recording private conversations triggered by Siri activations and sharing these recordings with third parties. While denying any misconduct, Apple agreed to pay $95 million; eligible users can claim up to $20 per device affected.

2025–present: Domestic investments, AI advancements, and emerging obstacles

In 2025, Apple initiated its most substantial investment initiative to date, pledging more than $500 billion across the United States over a four-year span. Major projects encompass establishing a new manufacturing plant in Houston dedicated to servers that support Apple Intelligence, broadening research and development efforts in silicon design and artificial intelligence, along with launching an advanced manufacturing academy in Detroit. The company also doubled the capital allocated to its U.S. Advanced Manufacturing Fund and intensified partnerships with American suppliers, aiming to create tens of thousands of roles in research, AI development, and production.

During WWDC 2025, Apple introduced the "Liquid Glass" visual design concept alongside synchronized system upgrades for iOS 26, iPadOS 26, macOS Tahoe 26, among others. Enhancements to "Apple Intelligence," the firm’s personalized AI platform, emphasized stronger privacy protections and user experience improvements through a combination of on-device processing and cloud integration.

Although the first quarter saw unprecedented services revenue coupled with product introductions such as the iPhone 16e and M4 MacBook Air, Apple encountered a 19% decline in its stock value year-to-date. The company also faced heightened antitrust investigations by the U.S. Department of Justice, ongoing legal battles related to its App Store policies, and intensifying rivalry in the AI sector. Additional pressures arose from political demands for domestic iPhone production or tariff implementations and notable executive resignations, marking one of the most challenging periods under CEO Tim Cook’s leadership.

Products

From its inception through the early 2000s, Apple mainly focused on selling computers branded as Macintosh starting in the mid-1980s. Over time, it expanded into mobile devices beginning with the now-discontinued iPod (2001), followed by the iPhone (2007) and iPad (2010). The company also offers a category known as "Wearables, Home and Accessories," which includes products like the Apple Watch, Apple TV, AirPods, HomePod, and Apple Vision Pro.

Apple's products are distinguished by their integrated ecosystem, designed to boost customer loyalty via exclusive features and software — a model frequently referred to as a "walled garden." By 2023, over two billion Apple devices were actively utilized globally.

Mac

Mac—originally called Macintosh until 1999—is Apple's range of personal computers powered by the proprietary macOS operating system. Once representing Apple's primary revenue source, Macs accounted for roughly eight percent of total income by late 2024.

The current Mac lineup consists of:

• iMac: Consumer-focused all-in-one desktop (introduced in 1998)
• Mac Mini: Compact consumer desktop (introduced in 2005)
• MacBook Pro: Professional-grade laptop (introduced in 2006)
• Mac Pro: High-end professional workstation (introduced in 2006)
• MacBook Air: Lightweight consumer notebook (introduced in 2008)
• Mac Studio: Compact professional workstation (introduced in 2022)

All Macs feature Apple-designed silicon processors and come equipped with native Apple applications such as the Safari browser, iMovie, GarageBand, and the iWork suite for productivity. Additionally, Apple offers specialized professional software including Final Cut Pro, Logic Pro, and Xcode. Supported accessories include the Pro Display XDR, Apple Studio Display, Magic Mouse, Magic Trackpad, and Magic Keyboard.

iPhone

Apple's premier smartphone series, the iPhone, operates on the iOS platform. Unveiled by Steve Jobs on January 9, 2007, it transformed the mobile landscape through its innovative multi-touch display and played a key role in establishing the app economy. New iterations are launched every year. Globally, iOS rivals Android as a dominant mobile operating system. The iPhone has been a significant contributor to Apple's earnings, generating nearly half of the company's revenue and cementing Apple’s status as one of the most valuable publicly traded firms worldwide.

iPad

Apple's tablet lineup, known as the iPad, runs on iPadOS and debuted with its first model on January 27, 2010. Designed for entertainment, productivity, and creative tasks, the range includes standard iPads, the compact iPad Mini, the enhanced iPad Air, and the premium iPad Pro. The iPad Pro models incorporate M1 and M2 chips, bringing performance closer to Mac computers, although the operating system remains less comprehensive than desktop variants.

By September 2020, total iPad sales had surpassed 500 million units, with peak sales occurring in 2013. Despite market fluctuations, the iPad continues to lead global tablet sales and represents seven percent of Apple’s overall revenue. Apple also offers a variety of accessories such as the Apple Pencil, Smart Keyboard, Smart Keyboard Folio, and Magic Keyboard.

Other products

Apple’s "Wearables, Home and Accessories" division features products like AirPods wireless earbuds, Apple TV digital streaming devices, Apple Watch smartwatches, Beats headphones, HomePod smart speakers, and the Vision Pro mixed reality headset. This category contributes approximately ten percent of Apple’s total revenue.

Services

The services segment at Apple covers advertising through the App Store and Apple News app, extended warranty plans via AppleCare+, cloud storage with iCloud+, payment solutions including the Apple Card credit card and Apple Pay, alongside digital content offerings such as Apple Books, Apple Fitness+, Apple Music, Apple News+, Apple TV+, and the iTunes Store. These services generate around 26% of Apple’s revenue. Since 2019, Apple has prioritized growth in its service-based income streams.

Branding

The name "Apple" was inspired by Steve Jobs’ visit to an apple orchard during a fruitarian phase. The company’s original logo, crafted by Ron Wayne, portrayed Sir Isaac Newton sitting beneath an apple tree but was soon replaced by Rob Janoff’s famous rainbow-colored apple silhouette featuring a bite mark. Contrary to popular belief, this bite does not honor Alan Turing.

On August 27, 1999, Apple shifted to monochrome logos that retained the classic apple shape. These included an Aqua-themed design (1998–2003) and later a glass-style logo (2007–2013).

While Apple worked with brand advocates such as Guy Kawasaki early on, much of its customer loyalty developed naturally. In 2014, Jonathan Ive observed that users tend to form deeply personal bonds with Apple products.

Fortune recognized Apple as the most admired U.S. company in 2008 and ranked it globally from 2008 through 2012. In 2013, Apple overtook Coca-Cola as the world’s most valuable brand according to Omnicom Group data. The Boston Consulting Group has named Apple the world’s most innovative brand every year since 2005.

By January 2021, active Apple devices worldwide reached 1.65 billion units and exceeded 2 billion by February 2023. In 2023, the World Intellectual Property Organization placed Apple tenth globally for trademark filings under the Madrid System with 74 applications.

In the 2024 Fortune 500 rankings, Apple secured third place.

Advertising

Apple's inaugural slogan, Byte into an Apple, emerged in the late 1970s. Between 1997 and 2002, the celebrated phrase Think different served as a cornerstone of Apple's marketing efforts and continues to be strongly linked to the company’s identity. Individual product campaigns also featured distinctive taglines, such as the 1998 iMac promotion with "iThink, therefore iMac" and the iPhone's "Say hello to iPhone" campaign. The term "Hello" was a consistent motif used to launch key products including the original Macintosh, Newton, iMac (with "hello (again)"), and iPod.

Beginning with the groundbreaking 1984 Super Bowl advertisement for the Macintosh, Apple's advertising has been recognized for its innovation and influence, exemplified later by campaigns like Get a Mac. Nonetheless, some advertisements faced scrutiny over their assertions, notably the Power Mac commercials in 2005. Apple's promotional materials often garnered attention through compelling imagery and memorable soundtracks. Artists such as Canadian singer Feist with her song "1234" and Yael Naïm with "New Soul" gained significant exposure after their music was featured in Apple commercials.

Stores

Apple launched its first retail outlets as two stores in May 2001 under then-CEO Steve Jobs, following several attempts at store-within-a-store concepts. Recognizing the importance of enhancing retail experiences, Jobs initiated a retail strategy overhaul in 1997 and appointed Ron Johnson in 2000. Jobs also revitalized Apple's online store that year and spearheaded the opening of physical stores in 2001. Despite initial skepticism from the media, Apple Stores rapidly outperformed competitors' sales figures and achieved $1 billion in annual revenue within three years, becoming the fastest retailer to reach this milestone.

By December 2017, Apple had expanded its retail presence to 499 locations across 22 countries. Robust product sales positioned Apple among elite global retailers, generating over $16 billion in revenue in 2011 alone. Beginning in May 2016, Apple Stores underwent extensive redesigns emphasizing open layouts and reimagined spaces aimed at fostering better engagement between customers and specialists.

While many outlets are situated inside shopping malls, Apple has also established standalone flagship stores in high-profile areas. The company holds design patents and has received architectural accolades for its distinctive glass staircases and cube structures. The success of Apple Stores has reshaped consumer electronics retailing by attracting customers away from rivals through superior service quality and product offerings. The brand’s strong appeal results in high volumes of job applications, particularly from younger demographics. Employees benefit from above-market wages, educational assistance, healthcare plans, and discounts on products; however, opportunities for career progression remain somewhat limited.

Market power

On March 16, 2020, French authorities imposed a €1.1 billion fine on Apple for colluding with two wholesalers to suppress competition and sustain elevated prices by limiting independent resellers’ activities. This scheme affected pricing for Apple devices such as iPads and personal computers across approximately half of France’s retail market. The misconduct took place between 2005 and 2017 and was revealed following a complaint filed by reseller eBizcuss in 2012.

On August 13, 2020, Epic Games—the developer behind Fortnite—filed lawsuits against both Apple and Google after the game was removed from their app stores due to Epic implementing a direct payment system that circumvented their commission fees. In September 2020, Epic established the Coalition for App Fairness alongside thirteen other companies to promote improved app store policies.

In December 2020, Facebook pledged support for Epic by supplying resources for their legal dispute with Apple but did not formally join the lawsuit. Facebook was engaged in ongoing conflicts with Apple concerning app pricing structures and privacy modifications that impacted advertising revenues. Dan Levy, Facebook’s head of ad products, indicated that the dispute centered less on privacy issues and more on effects on personalized advertising and small businesses; this was underscored by Facebook’s extensive ad campaign during late 2020.

Privacy

Apple has established itself as a company committed to user privacy, embedding privacy-focused elements into its events, advertising strategies, and overall brand image. With the release of iOS 8 in 2014, Apple implemented encryption of device data using user passcodes, thereby restricting access to customer information even for law enforcement purposes. In 2016, Apple introduced on-device deep learning for facial recognition within the Photos app, processing data locally before encrypting and syncing it to iCloud. The company also pioneered the use of "differential privacy," a method of gathering anonymized aggregate data from users to enhance services without compromising individual privacy. Participation in this program is voluntary and requires user opt-in.

Despite these privacy commitments, Apple has cooperated with law enforcement agencies by providing access to iCloud backups when legally requested. The company has also faced examination regarding biometric authentication tools such as Face ID, which in the United States do not enjoy the same constitutional privacy safeguards as passcodes.

Starting with iOS 14, Apple required app developers to obtain explicit consent from users before enabling tracking through the "App Tracking Transparency" framework. This policy disrupted targeted advertising approaches and notably affected Facebook’s advertising business. Research following the early 2021 implementation showed that only about 4% of iOS users in the U.S. agreed to tracking permissions.

Prior to the launch of iOS 15, Apple introduced features aimed at combating child sexual abuse material. These included alerts to parents if minors share nude images and scanning of photos uploaded to iCloud against hashes supplied by law enforcement corresponding to known abusive content. While these initiatives received praise from authorities, they also sparked debate among privacy advocates concerned about potential overreach or misuse.

Apple’s adherence to the European Union’s General Data Protection Regulation (GDPR) has been subject to investigation by Ireland’s Data Protection Commission regarding its management of personal data and targeted advertising practices.

In 2019, a security researcher disclosed that despite location services being disabled individually on an iPhone 11 Pro, the device still indicated location usage. Apple clarified this was related to compliance with ultra-wideband technology requirements, which operate entirely on-device without transmitting location information externally. Subsequent updates to iOS introduced additional user controls for greater transparency over active location services.

In March 2022, reports emerged that Apple had inadvertently supplied sensitive user information—including phone numbers and IP addresses—to hackers impersonating law enforcement through forged documents. Apple responded by affirming that it carefully reviews all legal requests for validity and employs systems designed to detect fraudulent activity.

Business trends

An overview of Apple's key financial indicators for fiscal years ending September 24 reveals consistent growth in revenue and profits across its primary product categories and service offerings:

2019 260 142 25 .7 21 .2 24 .4 46 .2 55 .2 137 2020 274 137 28 .6 23 .7 30 .6 53 .7 57 .4 147 2021 365 191 35 .1 31 .8 38 .3 68 .4 94 .6 154 2022 394 205 40 .1 29 .2 41 .2 78 .1 99 .8 164 2023 383 200 29 .3 28 .3 39 .8 85 .2 96 .9 161 2024 391 201 29 .9 26 .6 37 .0 96 .1 93 .7 164

Fiscal year	Revenue (US$ billions)						Other metrics		Template:Refh
	Total	iPhone	Mac	iPad	Wearables, Home, and Accessories	Services	Net profit	Employees (thousands)
2011	108	45.9	21.7	19.1	11.9	9.3	25.9	60.4
2012	156	78.6	23.2	30.9	10.7	12.8	41.7	72.8
2013	170	91.2	21.4	31.9	10.1	16.0	37.0	80.3
2014	182	101	24.0	30.2	8.3	18.0	39.5	92.6
2015	233	155	25.4	23.2	10.0	19.9	53.3	110
2016	215	136	22.8	20.6	11.1	24.3	45.6	116
2017	229	139	25.5	18.8	12.8	32.7	48.3	123
2018	265	164	25.1	18.3	17.3	39.7	59.3	132

This dataset highlights Apple's strategic focus on iPhone sales as a core revenue driver, alongside expanding income from services and growth in wearables and accessory segments, collectively fueling robust profitability and workforce growth over time—demonstrating its leadership position and innovation trajectory within consumer electronics and digital service markets.

Senior management

, the senior leadership team at Apple comprises:

• Tim Cook (chief executive officer)
• Jeff Williams (chief operating officer)
• Kevan Parekh (senior vice president and chief financial officer)
• Katherine L. Adams (senior vice president and general counsel)
• Eddy Cue (senior vice president – Internet Software and Services)
• Craig Federighi (senior vice president – Software Engineering)
• John Giannandrea (senior vice president – Machine Learning and AI Strategy)
• Deirdre O'Brien (senior vice president – Retail + People)
• John Ternus (senior vice president – Hardware Engineering)
• Greg Joswiak (senior vice president – Worldwide Marketing)
• Johny Srouji (senior vice president – Hardware Technologies)
• Sabih Khan (senior vice president – Operations)

Board of directors

, the board of directors at Apple consists of:

• Arthur D. Levinson (chairman)
• Tim Cook (executive director and CEO)
• James A. Bell
• Alex Gorsky
• Andrea Jung
• Monica Lozano
• Ronald Sugar
• Susan Wagner

Previous CEOs

1. Michael Scott (1977–1981)
2. Mike Markkula (1981–1983)
3. John Sculley (1983–1993)
4. Michael Spindler (1993–1996)
5. Gil Amelio (1996–1997)
6. Steve Jobs (1997–2011)

Ownership

, the principal shareholders included:

• The Vanguard Group (1.4 billion shares, 9.29%)
• BlackRock (1.12 billion shares, 7.48%)
• State Street Corporation (595.5 million shares, 3.96%)
• Fidelity Investments (341.6 million shares, 2.27%)
• Geode Capital Management (340.2 million shares, 2.26%)
• Berkshire Hathaway (300 million shares, 2.00%)
• Additional significant investors include Morgan Stanley, T. Rowe Price, Norges Bank, and JPMorgan Chase.

Corporate culture

Apple’s organizational culture has historically prioritized creativity and individualism, rooted in its origins as a startup in the 1970s under Steve Jobs, who cultivated a casual atmosphere distinct from conventional corporations. This ethos played a key role in shaping Apple’s unique position in the marketplace and its ability to attract top talent.

The company operates under a rigorous accountability framework where every initiative is assigned a "directly responsible individual" or "DRI," ensuring clear responsibility. Executive remuneration tends to be conservative compared to industry counterparts, often emphasizing stock options over extravagant benefits.

Between 2015 and 2017, Apple’s workforce expanded from 110,000 to over 123,000 employees, with approximately half employed in retail positions. To safeguard corporate confidentiality, Apple employs a Global Security team staffed by recruits from elite U.S. agencies.

The Apple Fellows program honors employees who have made outstanding technical and leadership contributions; notable inductees include Bill Atkinson, Steve Wozniak, Phil Schiller, among others who have significantly influenced the company’s innovation history.

Although leadership has evolved since the era of Steve Jobs, Apple continues to uphold its reputation for driving excellence and breakthrough innovation.

In 2023, Bloomberg disclosed details about Apple’s Exploratory Design Group (XDG), a division dedicated to pioneering projects such as glucose monitoring technology for the Apple Watch—akin to Alphabet’s X “moonshot factory.”

Offices

Apple Inc.'s main global headquarters are situated in Cupertino, within California's Silicon Valley, at the Apple Park campus. This expansive circular groundscraper features a circumference of and opened its doors in April 2017, accommodating more than 12,000 staff members. The concept for Apple Park was conceived by co-founder Steve Jobs, who envisioned it as a sanctuary intertwined with nature rather than a conventional corporate park, personally unveiling the design to the Cupertino City Council in 2011.

In addition to Apple Park, the company maintains operations at the Apple Campus located at 1 Infinite Loop, approximately west of Apple Park. This campus, comprising six buildings arranged around a central green area reminiscent of a university quadrangle, served as Apple's headquarters from 1993 until the inauguration of Apple Park in 2017.

Apple also occupies nearly thirty other office facilities throughout Cupertino, including previous headquarters such as Stephens Creek Three (1977–78), Bandley One (1978–82), and Mariani One (1982–93). Collectively, these properties account for close to 40% of Cupertino's total office space.

The company's EMEA headquarters is based in Cork, Ireland, at the Hollyhill campus. Established in 1980 as Apple's inaugural international site, it employs around 5,500 personnel and oversees global sales and distribution activities.

In Texas, Apple operates two campuses in Austin: a facility launched in 2014 dedicated to 500 engineers working on Apple silicon, and a larger campus opened in 2021 employing about 6,000 individuals engaged in technical support, supply chain management, online store operations, and Apple Maps data development. Additional offices hosting hundreds of employees are located in Boulder (Colorado), Culver City (California), Herzliya (Israel), London, New York, Pittsburgh, San Diego, and Seattle.

Litigation

Since its founding, Apple has been involved in numerous legal disputes, vigorously protecting its intellectual property rights. Significant cases include Apple v. Samsung, Apple v. Microsoft, Motorola Mobility v. Apple Inc., and Apple Corps v. Apple Computer. The company has often successfully contested allegations of IP infringement, many of which were dismissed as baseless patent troll claims lacking substantial proof.

In December 2016, Nokia initiated lawsuits against Apple in both the United States and Germany alleging patent violations. Subsequently, in November 2017, the United States International Trade Commission conducted an investigation into Apple's alleged infringement concerning remote desktop technology following accusations from Aqua Connect.

Epic Games filed a lawsuit against Apple in August 2020 challenging App Store policies. In January 2022, Ericsson brought legal action against Apple related to disputes over 5G royalty payments.

On June 24, 2024, the European Commission charged Apple with breaching the Digital Markets Act by limiting app developers’ ability to direct users toward alternative purchasing options. This resulted in a €500 million ($570 million) fine imposed on Apple in April 2025 for non-compliance.

Finances

Revenue by market (2024)

Region	Percentage
Americas	43.7%
EMEA	25.9%
Greater China	17.1%
Rest of Asia-Pacific	7.8%
Japan	6.1%

As of , Apple stands as the world's leading technology company by revenue, generating US$383.28 billion; it also ranks highest by total assets; holds the position of the fourth-largest personal computer vendor by unit sales; and is recognized as the world's top mobile phone manufacturer.

During fiscal year 2011, Apple reported revenues totaling $108 billion, up from $65 billion the previous year, along with nearly $82 billion held in cash reserves. On March 19, 2012, the company announced a dividend payment of $2.65 per share beginning in Q4 2012.

By 2013, Apple's global revenue had reached $170 billion. That same year marked its entry into the top ten of the Fortune 500 rankings at sixth place. , Apple's cash and marketable securities amounted to approximately US$234 billion, with 90% held outside U.S. borders for tax considerations.

In Q1 2014, Apple accounted for 65% of profits among the eight largest smartphone manufacturers worldwide—a figure that surged to 92% by Q1 2015.

By April 2017, cash reserves had increased to $256.8 billion. , Apple was recognized as the largest publicly traded company globally by market capitalization and became the first U.S.-based firm to surpass a $1 trillion valuation on August 2, 2018. , its valuation exceeded $3.2 trillion and it ranked No. 4 on the Fortune 500 list for that year.

In July 2022, Apple disclosed an 11% decrease in Q3 profits compared to the previous year; although revenue grew by 2% year-over-year to $83 billion, this growth was below earlier rates. The downturn was attributed to a decelerating global economy alongside supply chain disruptions originating from China. That year also saw Apple among the world's largest investors in research and development with expenditures exceeding $27 billion.

In May 2023, Apple announced a revenue decline of 3% for Q1 relative to the prior year—marking its second consecutive quarter of reduced sales—due to economic slowdown and elevated prices delaying purchases of iPads and computers. Nonetheless, iPhone sales rose by 1.5%, propelled by robust demand across Latin America and South Asia.

Taxes

Apple has created subsidiaries in countries with favorable tax regimes such as Ireland, the Netherlands, Luxembourg, and the British Virgin Islands to reduce its overall tax obligations internationally. In the 1980s, Apple was among the first to implement strategies where sales staff based in high-tax nations would act on behalf of subsidiaries located in low-tax jurisdictions, effectively lowering taxable income. The company also employed the "Double Irish with a Dutch sandwich" scheme, channeling profits through Irish and Dutch entities before transferring them to Caribbean affiliates to minimize tax payments.

A 2012 investigation by British MP Charlie Elphicke uncovered that Apple and other multinational corporations generated billions in UK profits yet paid an effective UK tax rate near 3%, far below typical corporate tax levels. Elphicke called on the UK government to mandate transparency regarding effective tax rates and proposed denying government contracts to firms that do not contribute a fair share of taxes.

A US Senate report from 2013 revealed that Apple maintained billions in earnings within Irish subsidiaries to circumvent substantial global tax liabilities by exploiting disparities between Irish and US tax residency laws. Apple's principal European holding company, which included retail operations, reportedly did not pay any corporate income tax over a span of five years. During a Senate hearing that year, CEO Tim Cook defended the company's tax strategies.

Apple maintains it is the largest taxpayer in the United States, reporting an effective tax rate close to 26% as of Q2 FY2016. In 2017, Cook described Apple as the world's largest taxpayer.

After a two-year inquiry, the European Commission in 2016 concluded that Apple's use of a hybrid Double Irish structure amounted to unlawful state aid from Ireland and ordered Apple to repay €13 billion ($14.5 billion) in back taxes—the highest corporate tax penalty ever imposed. This ruling was later overturned by the European General Court due to lack of sufficient evidence.

In 2018, Apple repatriated $285 billion to the United States, resulting in a $38 billion tax liability payable over eight years.

Apple's effective tax rate (%)

2000	2001	2002	2003	2004	2005	2006	2007	2008	2009	2010	2011	2012	2013	2014	2015	2016	2017	2018	2019
28	30	25	26	28	26	29	30	30	31.8	24.4	24.2	25.2	26.2	26.1	26.4	25.6	24.6	18.3	15.9
2020	2021	2022	2023
14.4	13.3	16.2	14.7

Charity

Apple collaborates with Product Red, an initiative dedicated to raising funds for AIDS relief efforts. In November 2014, Apple allocated all revenue from the App Store for two weeks exclusively to Product Red, generating upwards of US$20 million. In March 2017, Apple introduced a red-colored version of the iPhone 7. By 2021, Apple's contributions to Product Red had surpassed $250 million.

The company also actively supports disaster relief initiatives. Following Hurricane Sandy in November 2012, Apple donated $2.5 million to the American Red Cross, and in 2017, it provided $5 million for aid related to Hurricane Irma, Hurricane Harvey, and the 2017 Central Mexico earthquake. Through its iTunes platform, Apple has facilitated donations for emergencies including the 2010 Haiti earthquake, the 2011 Japan earthquake, Typhoon Haiyan in 2013, and the 2015 European migrant crisis. Apple absorbs all processing fees for donations made via iTunes, ensuring that every dollar contributed reaches relief organizations directly.

On April 14, 2016, Apple partnered with the World Wide Fund for Nature (WWF) for the Apps for Earth campaign, donating all proceeds from participating App Store purchases and in-app transactions through April 24. This initiative raised more than $8 million supporting WWF’s conservation projects.

During the COVID-19 pandemic, CEO Tim Cook announced donations of millions of masks to healthcare workers across the US and Europe. On January 13, 2021, Apple launched a $100 million Racial Equity and Justice Initiative aimed at addressing systemic racism globally following the 2020 murder of George Floyd. In June 2023, Apple expanded this commitment to over $200 million, funding education, economic development, and criminal justice programs—divided equally between philanthropic grants and equity-driven efforts.

Apple Energy

Apple Energy, LLC, a fully owned subsidiary of Apple Inc., markets solar energy. By June 2016, Apple's solar installations in California and Nevada had a combined capacity of 217.9 megawatts. The company secured regulatory permission to construct a landfill gas power facility in North Carolina designed to generate electricity from methane emissions. The North Carolina data center operated by Apple is fueled entirely by renewable energy sources.

Energy and resources

In 2010, the nonprofit organization Climate Counts awarded Apple a score of 52 out of 100, placing it in the leading "Striding" category—a notable rise from the mere 11 points it earned in 2008 when it ranked last among electronics firms. After facing pressure from Greenpeace, Apple pledged in 2012 to eliminate coal usage and transition fully to renewable energy. By 2013, all of Apple's data centers were powered exclusively by renewable sources, with clean energy accounting for 75% of the company’s total power consumption.

Greenpeace commended Apple's environmental efforts in May 2015, recognizing its pioneering role in renewable energy within the technology sector. As of 2016, Apple disclosed that all its U.S. operations and data centers operated on renewable electricity, with 93% of its global operations similarly powered. Despite this, because many facilities remain linked to local grids that include fossil fuel-generated power, Apple offsets its energy consumption through the purchase of carbon credits.

Apple products regularly earn Gold ratings on the Electronic Product Environmental Assessment Tool (EPEAT) for their efficiency and sustainability. Although the company extensively recycles water at its data centers, expansion in operations led to an increase in water use, reaching roughly 573 million gallons in 2015.

In March 2016, Apple revealed that renewable energy supplied 93% of its worldwide operations and that 99% of the paper used for product packaging was sourced from recycled or sustainably managed materials. By August 2016, Lens Technology—a key supplier in China—had committed to using 100% renewable energy for all glass production for Apple by 2018. Furthermore, all fourteen final assembly plants in China achieved UL’s Zero Waste to Landfill certification, diverting nearly 140,000 metric tons of waste from landfill disposal since January 2015.

On July 21, 2020, Apple declared its ambition to achieve carbon neutrality across its entire business, supply chain, and product lifecycle by 2030. This goal involves innovations such as low-carbon product design, enhanced energy efficiency, expanded renewable energy use, process improvements, and carbon removal strategies.

In June 2024, the United States Environmental Protection Agency (EPA) reported potential regulatory violations at an Apple-leased electronic computer manufacturing site in Santa Clara, California—known internally as Aria—which has been leased since 2015. This facility focuses on developing microLED displays under project code T159. The EPA's inspection raised concerns about possible improper waste management under federal laws and questioned the efficacy of activated carbon filters used for volatile organic compound (VOC) control. The inspection conducted in August 2023 was prompted by information provided by a former Apple employee who shared details on X (formerly Twitter).

Toxins

After Greenpeace's campaigns in 2008, Apple distinguished itself as the first electronics maker to completely remove polyvinyl chloride (PVC) and brominated flame retardants (BFRs) from its entire product range. Beginning in June 2007, Apple transitioned from cold cathode fluorescent lamp (CCFL) backlit LCD screens to mercury-free LED-backlit LCDs and arsenic-free glass, starting with the MacBook Pro. The company offers comprehensive information on carbon dioxide equivalent emissions, materials used, and energy consumption for its products, empowering consumers to make well-informed choices. By June 2009, the iPhone 3GS was manufactured without PVC, arsenic, or BFRs. Since then, every Apple device has incorporated mercury-free LED displays, arsenic-free glass, and cables free of PVC. All products have achieved EPEAT Gold certification and surpass Energy Star standards within their categories.

In Greenpeace's Guide to Greener Electronics released in November 2011, Apple improved its standing by five places from the previous year to rank fourth out of fifteen companies, scoring 4.6 out of 10. Greenpeace acknowledged Apple's environmental progress, highlighting efforts such as exceeding its global recycling target of 70% in 2010 and eliminating PVC and BFRs from its products. Nonetheless, Apple faced criticism for not pursuing third-party verification of its greenhouse gas emissions data or establishing formal emission reduction goals. In January 2012, Apple instructed its cable manufacturer Volex to produce halogen-free USB and power cables to further enhance environmental sustainability.

Green bonds

In February 2016, Apple became the first U.S. technology firm to issue a $1.5 billion green bond, allocating the funds exclusively toward environmentally focused initiatives.

Supply chain

During the 2000s, Apple relocated much of its production overseas through outsourcing, capitalizing on the scale and expertise of international factories to boost efficiency. This extensive global supply network enables Apple to execute major product launches without maintaining large inventories, contributing to profit margins as high as 40% in 2011—significantly exceeding the typical 10–20% range for hardware manufacturers. CEO Tim Cook underscores the importance of operational excellence with the phrase: "Nobody wants to buy sour milk."

In May 2017, Apple announced a $1 billion investment fund aimed at advancing manufacturing within the United States, including a $200 million stake in Corning Inc., the supplier of Gorilla Glass for iPhones. COO Jeff Williams later described this fund as open-ended, designed to identify and support opportunities that foster cutting-edge technology and manufacturing critical for innovation.

Although Apple initially resisted industry hardware standards, it reversed course in the late 1990s by adopting PCI and joining standards organizations that shaped technologies such as USB, AGP, Wi-Fi, NVMe, and PCIe. FireWire, developed by Apple, became an industry standard and is required in U.S. cable television set-top boxes.

Despite obstacles like mandatory local manufacturing increasing expenses, Apple has expanded its presence in India. CEO Tim Cook expressed enthusiasm for the Indian market but acknowledged greater opportunities elsewhere back in 2012. By 2016, Apple had established an iOS app development center in Bangalore along with a maps office in Hyderabad employing approximately 4,000 people.

Starting in 2017, Apple commenced iPhone production in India with the iPhone SE and subsequently the iPhone 7 at its Bengaluru facility to satisfy domestic demand while pursuing governmental incentives. Tim Cook announced plans for opening India's first physical Apple Store in 2021 alongside launching an online store by late 2020. The online store debuted in September 2020; the retail outlet opened its doors in April 2023.

Worker organizations

Apple directly employs approximately 147,000 individuals, with around 25,000 holding corporate positions at Apple Park and within Silicon Valley. The majority of its workforce is stationed across more than 500 retail Apple Store locations globally. The company depends extensively on outsourced manufacturing labor, particularly in China, where it has about 10,000 employees engaged in retail and corporate functions. Furthermore, supplier contractors such as Foxconn and Pegatron hire over one million workers who assemble Apple devices. Notably, the Zhengzhou Technology Park alone employs 350,000 personnel dedicated solely to iPhone production. By 2021, Apple’s hardware components were sourced from 43 nations. The assembly process is predominantly carried out by Taiwanese original design manufacturers including Foxconn, Pegatron, Wistron, and Compal Electronics, with factories primarily situated in China and smaller facilities operating in Brazil and India.

Since the 1990s, Apple’s workforce worldwide has participated in various organizing initiatives. Labor unions and works councils encompass retail staff, corporate employees, and outsourced workers across countries such as Australia, France, Germany, Italy, Japan, the United Kingdom, and the United States. In 2021, the solidarity union Apple Together was established to coordinate these global worker groups. Most labor conflicts connected to Apple arise indirectly through its suppliers and subcontractors, especially within Foxconn’s Chinese plants and to a lesser degree in Brazil and India.

Democratic Republic of the Congo

In 2019, Apple faced legal action brought by families from the Democratic Republic of the Congo accusing companies including Glencore and Zhejiang Huayou Cobalt—suppliers of battery materials used by Apple—of forced labor and child slavery in cobalt mines.

In April 2024, Congolese legal representatives submitted evidence indicating that Apple might be sourcing minerals from conflict-affected regions in eastern Congo. Although Apple's corporate policies assert efforts to reduce risks related to conflict minerals, inconsistencies in supplier disclosures alongside a report from Global Witness pointed to inadequate mitigation measures. Subsequently, in December 2024, the Democratic Republic of the Congo initiated litigation against Apple’s European subsidiaries concerning these allegations.

See also

• List of Apple Inc. media events
• Outline of Apple Inc.