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Apple Inc. - американская многонациональная технологическая компания со штаб-квартирой в Купертино, Калифорния , которая проектирует, разрабатывает и продает бытовую электронику , компьютерное программное обеспечение и онлайн-услуги . Она считается одной из компаний Большой пятерки индустрии информационных технологий США , наряду с Amazon , Google , Microsoft и Facebook . [8] [9] [10] Это одна из самых популярных компаний-производителей смартфонов и планшетов в мире.
Раньше | |
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Тип | Общественные |
Торгуется как | |
В | US0378331005 |
Промышленность | |
Основан | 1 апреля 1976 г . |
Учредители | |
Штаб-квартира | 1 Apple Park Way Купертино, Калифорния , нас |
Количество локаций | 511 розничных магазинов (2021) |
Обслуживаемая площадь | по всему миру |
Ключевые люди | |
Продукты | Список
|
Услуги | Список
|
Доход | 274,515 млрд долларов США [3] (2020 г.) |
Операционная прибыль | 66,288 миллиарда долларов США [3] (2020 г.) |
Чистый доход | 57,411 млрд долларов США [3] (2020 г.) |
Всего активов | 323,888 миллиарда долларов США [3] (2020 г.) |
Общий капитал | 65,339 млрд долларов США [3] (2020 г.) |
Количество работников | 147 000 [4] (2020) |
Дочерние компании |
|
Веб-сайт | www .apple .com |
Apple была основана Стивом Джобсом , Стивом Возняком и Рональдом Уэйном в апреле 1976 года для разработки и продажи персонального компьютера Возняка Apple I , хотя Уэйн продал свою долю обратно Джобсу и Возняку в течение 12 дней. В январе 1977 года она была зарегистрирована как Apple Computer, Inc. , и продажи ее компьютеров, включая Apple II , быстро росли.
Джобс и Возняк наняли штат компьютерных дизайнеров и запустили производственную линию в гараже Джобса. Apple стала публичной в 1980 году и сразу же достигла финансового успеха. В течение следующих нескольких лет Apple поставляла новые компьютеры с инновационным графическим пользовательским интерфейсом , такие как оригинальный Macintosh 1984 года, а маркетинговая реклама Apple своих продуктов получила широкое признание критиков. Однако высокая цена продуктов и ограниченная библиотека приложений вызвали проблемы, равно как и борьба за власть между руководителями. В 1985 году Возняк мирно покинул Apple и остался почетным сотрудником [11], в то время как Джобс подал в отставку и основал NeXT , взяв с собой нескольких сотрудников Apple. [12]
По мере того, как рынок персональных компьютеров расширялся и развивался в течение 1990-х годов, Apple потеряла значительную долю рынка из-за более дешевой дуополии Microsoft Windows на клоны ПК Intel . Совет директоров нанял генерального директора Джила Амелио для 500-дневной попытки реабилитировать финансово проблемную компанию - преобразовать ее с увольнениями, реструктуризацией руководителей и ориентацией на продукты. Он побудил Apple купить NeXT в 1997 году, разрешив неудачную стратегию операционной системы и вернув Джобса.
Джобс вернул себе статус лидера, став генеральным директором в сентябре 1997 года. Apple быстро вернулась к прибыльности в рамках оживляющей кампании « Думай иначе », восстановив статус Apple, выпустив iMac и iPod , открыв розничную сеть магазинов Apple Store в 2001 году и приобретя множество компаний, расширить портфель программного обеспечения. В 2007 году компания была переименована в Apple Inc., что отражает ориентацию на потребительскую электронику, и выпустил iPhone, получивший одобрение критиков и финансовый успех. В августе 2011 года Джобс ушел с поста генерального директора из-за проблем со здоровьем, и новым генеральным директором стал Тим Кук . Два месяца спустя Джобс умер, положив конец эпохе для компании. В июне 2019 года, Jony Ive , Apple, CDO , покинул компанию , чтобы начать свою собственную фирму , но заявил , что он будет работать с Apple , в качестве основного клиента.
Мировой годовой доход Apple в 2020 финансовом году составил 274,5 миллиарда долларов . Apple - крупнейшая технологическая компания в мире по размеру выручки, а с января 2021 года - самая дорогая компания в мире . Apple является 4-м в мире производителем ПК по размеру штучных продаж по состоянию на январь 2021 года. [13] Это также 4-й по величине производитель смартфонов в мире. [14] [15] В августе 2018 года Apple стала первой публичной американской компанией, стоимость которой превышает 1 триллион долларов [16] [17], а всего два года спустя, в августе 2020 года, стала первой американской компанией с оборотом в 2 триллиона долларов. [18] [19] В Apple работают 147 000 штатных сотрудников [4], а по состоянию на 2021 год у Apple 511 розничных магазинов в 25 странах [Обновить]. [20] Он управляет iTunes Store, который является крупнейшим в мире розничным продавцом музыки. По состоянию на январь 2021 [Обновить]года во всем мире активно используется более 1,65 миллиарда продуктов Apple. [21] Он отличается высоким уровнем лояльности к бренду и считается самым ценным брендом в мире . Apple подвергается серьезной критике в отношении трудовой практики своих подрядчиков, ее методов защиты окружающей среды и деловой этики, включая антиконкурентное поведение и поиск поставщиков материалов.
История
1976–1984: Основание и регистрация
Apple Computer Company была основана 1 апреля 1976 года Стивом Джобсом , Стивом Возняком и Рональдом Уэйном в рамках делового партнерства . [22] [25] Первым продуктом компании является Apple I , компьютер, полностью разработанный и собранный вручную Возняком. [26] [27] Чтобы профинансировать его создание, Джобс продал свой единственный моторизованный транспорт, VW Microbus , за несколько сотен долларов, а Возняк продал свой калькулятор HP-65 за 500 долларов США (что эквивалентно 2274 долларам в 2020 году). [28] Возняк представил первый прототип в клубе Homebrew Computer Club в июле 1976 года. [29] [30] Apple I продавалась как материнская плата с процессором , оперативной памятью и базовыми текстовыми видеочипами - концепция базового набора, которая не подходила для но продаваться как полноценный персональный компьютер. [31] Он поступил в продажу вскоре после дебюта по цене 666,66 долларов США (что эквивалентно 3032 долларам в 2020 году). [32] [33] [34] [35] [36] : 180 Позднее Возняк сказал, что не знал о совпадении знака зверя в числе 666, и что он назвал цену, потому что ему нравились «повторяющиеся цифры» . [37]
Apple Computer, Inc. была зарегистрирована 3 января 1977 года [38] [39] без Уэйна, который ушел и продал свою долю компании обратно Джобсу и Возняку за 800 долларов всего через двенадцать дней после того, как стал соучредителем Apple. [40] [41] Мультимиллионер Майк Марккула предоставил Джобсу и Возняку необходимые бизнес-знания и финансирование в размере 250 000 долларов США (что эквивалентно 1 067 683 долларам в 2020 году) во время регистрации Apple. [42] [43] В течение первых пяти лет деятельности доходы росли экспоненциально, удваиваясь примерно каждые четыре месяца. В период с сентября 1977 года по сентябрь 1980 года годовой объем продаж вырос с 775 000 долларов США до 118 миллионов долларов США, что означает средний годовой темп роста 533%. [44] [45]
Apple II , также изобрел Возняк, был введен 16 апреля 1977 года, на первом западном побережье компьютерной Faire . [46] Он отличается от своих основных конкурентов, TRS-80 и Commodore PET , своей цветной графикой на основе характерных ячеек и открытой архитектурой . В то время как в ранних моделях Apple II в качестве запоминающих устройств использовались обычные кассеты, на смену им пришла кассета 5+1 / 4- дюймовый дисковод для гибких дисков и интерфейс, названный Disk II в 1978 году. [47] [48] Apple II был выбран в качестве настольной платформы для первого « убийственного приложения » в мире бизнеса: VisiCalc , программы для работы с электронными таблицами. выпущен в 1979 году. [47] VisiCalc создал бизнес-рынок для Apple II и дал домашним пользователям дополнительную причину для покупки Apple II: совместимость с офисом. [47] До VisiCalc Apple была далеким третьим конкурентом Commodore и Tandy . [49] [50]
К концу 1970-х у Apple был штат компьютерных дизайнеров и производственная линия. Компания представила Apple III в мае 1980 года, пытаясь составить конкуренцию IBM на рынке корпоративных компьютеров. [51] Джобс и несколько сотрудников Apple, в том числе специалист по интерфейсу человек-компьютер Джеф Раскин , посетили Xerox PARC в декабре 1979 года, чтобы увидеть демонстрацию Xerox Alto . Xerox предоставила инженерам Apple трехдневный доступ к объектам PARC в обмен на возможность купить 100 000 [52] акций (5,6 млн акций с поправкой на дробление по состоянию на 30 марта 2019 г.[Обновить]) [39] Apple по цене 10 долларов за акцию перед IPO. [53]
Джобс был немедленно убежден, что все будущие компьютеры будут использовать графический интерфейс пользователя ( GUI ), и началась разработка GUI для Apple Lisa . [54] [55] Однако в 1982 году он был вытеснен из команды Лизы из-за распрей. Затем Джобс взял на себя управление недорогим компьютерным проектом Возняка и Раскина, Macintosh , и переопределил его как графическую систему, более дешевую и более быструю, чем у Лизы. [56] В 1983 году Lisa стала первым персональным компьютером с графическим интерфейсом, проданным широкой публике, но коммерческий провал из-за его высокой цены и ограниченного количества названий программного обеспечения, поэтому в 1985 году он был перепрофилирован как высокопроизводительный Macintosh и прекращен в его второй год. [57]
12 декабря 1980 года, Apple (тикер символ «AAPL») огласка ПРОДАВАТЬ 4,6 млн акций по цене $ 22 за акцию ($ 0,39 на акцию при корректировке на сплиты по состоянию на 30 марта 2019[Обновить]), [39] сгенерировав более 100 миллионов долларов, что было больше капитала, чем любое IPO с момента проведения Ford Motor Company в 1956 году. [58] К концу дня было создано 300 миллионеров при цене акций в 29 долларов за акцию [59] и рыночная капитализация 1,778 миллиарда долларов. [58] [59]
1984–1991: успех с Macintosh
В 1984 году Apple выпустила Macintosh, первый персональный компьютер, продаваемый без языка программирования . [60] Его дебют ознаменовался «1984» , телевизионной рекламой Ридли Скотта стоимостью 1,5 миллиона долларов, которая транслировалась во время третьего квартала Суперкубка XVIII 22 января 1984 года. [61] Теперь это событие называют переломным моментом для Apple. успех [62] и был назван "шедевром" CNN [63] и одной из величайших телевизионных рекламных роликов всех времен TV Guide . [64] [65]
Продажи Macintosh изначально были хорошими, но после первых трех месяцев начали резко сокращаться из-за его высокой цены, медленной скорости и ограниченного набора доступного программного обеспечения. [66] [67] [68] [69] : 195 В начале 1985 года этот спад продаж вызвал борьбу за власть между Стивом Джобсом и генеральным директором Джоном Скалли , который был нанят двумя годами ранее Джобсом [70] [71], используя знаменитая фраза: «Ты хочешь продавать сахарную воду до конца своей жизни или пойти со мной и изменить мир?» [72] Скалли решил сместить Джобса с поста генерального менеджера подразделения Macintosh и заручился единодушной поддержкой совета директоров Apple. [73] [70]
Совет директоров поручил Скалли сдерживать Джобса и его способность проводить дорогостоящие набеги на непроверенные продукты. Вместо того, чтобы подчиниться указаниям Скалли, Джобс попытался отстранить его от руководящей должности в Apple. [74] Получив сообщение от Жана-Луи Гассе , Скалли узнал, что Джобс пытался организовать переворот, и созвал экстренное исполнительное совещание, на котором исполнительный персонал Apple встал на сторону Скалли и лишил Джобса всех оперативных обязанностей. [74] Джобс ушел из Apple в сентябре 1985 года и взял с собой несколько сотрудников Apple, чтобы основать NeXT Inc. [75] Возняк также оставил свою активную работу в Apple в начале 1985 года, чтобы заняться другими предприятиями, выразив свое разочарование отношением к Apple. подразделения Apple II и заявив, что компания «последние пять лет шла в неправильном направлении». [12] [11] [76] Несмотря на обиды Возняка, он мирно покинул компанию, и Джобс и Возняк остались акционерами Apple. [77] Возняк продолжает представлять компанию на мероприятиях или в интервью, [11] получая стипендию в размере 120 000 долларов в год за эту роль. [36]
Взгляд на Macintosh улучшился с появлением LaserWriter , первого недорогого лазерного принтера PostScript , и PageMaker , раннего настольного издательского приложения, выпущенного в июле 1985 года. [78] Было высказано предположение, что сочетание Macintosh, LaserWriter и PageMaker отвечал за создание рынка настольных издательских систем. [79]
После ухода Джобса и Возняка продуктовая линейка Macintosh претерпела постоянное смещение фокуса в сторону более высоких цен, так называемая «политика высоких прав», названная так по положению на графике цены и прибыли. Джобс утверждал, что компания должна производить продукты, нацеленные на потребительский рынок, и нацелен на цену в 1000 долларов за Macintosh, которую они не смогли удовлетворить. Более новые модели, продаваемые по более высоким ценам, предлагали более высокую прибыль и, по-видимому, не влияли на общий объем продаж, поскольку опытные пользователи скупали каждое увеличение мощности. Несмотря на то, что некоторые беспокоились о ценах на рынке, политика высоких правых была в полной мере в силе к середине 1980-х, в частности из-за мантры Жана-Луи Гассе «пятьдесят пять или умереть», относящейся к 55% прибыли. в Macintosh II . [80] : 79–80 Продажа Macintosh с такой высокой рентабельностью была возможна только из-за его доминирующего положения на рынке настольных издательских систем. [81]
Эта политика начала иметь неприятные последствия в последние годы десятилетия, когда на клонах ПК появились новые настольные издательские программы, которые предлагали некоторые или многие из тех же функций Macintosh, но по гораздо более низкой цене. Компания потеряла свою монополию на этом рынке и уже отказалась от многих своих первоначальных потребителей, которые больше не могли позволить себе свои дорогостоящие продукты. Рождественский сезон 1989 года стал первым в истории компании, когда продажи упали, что привело к падению стоимости акций Apple на 20%. [80] : 117-129 В течение этого периода, отношения между Скалли и Гассой ухудшились, что приводит к эффективному Скалли разжаловать Гассу в январе 1990 года, назначив Майкл Шпиндлер в качестве главного операционного директора . [82] Гассе покинул компанию позже в том же году. [83] В октябре 1990 года Apple представила три недорогие модели: Macintosh Classic , Macintosh LC и Macintosh IIsi , [84] каждая из которых имела значительные продажи из-за отложенного спроса.
В 1991 году Apple представила PowerBook , заменив «переносной» Macintosh Portable дизайном, который задает текущую форму почти для всех современных ноутбуков. В том же году Apple представила System 7 , крупное обновление операционной системы, которое добавило цвета в интерфейс и представило новые сетевые возможности. Он оставался архитектурной основой классической Mac OS . Успех PowerBook и других продуктов увеличивал прибыль. [85] Некоторое время Apple преуспевала, предлагая новые продукты и увеличивая прибыль. Журнал MacAddict назвал период с 1989 по 1991 год «первым золотым веком» Macintosh. [86]
Apple считала, что серия Apple II была слишком дорогой в производстве, и снизила продажи Macintosh бюджетного класса. [87] В октябре 1990 года Apple выпустила Macintosh LC и начала усилия по продвижению этого компьютера, посоветовав сотрудникам службы технической поддержки разработчиков рекомендовать разработку приложений для Macintosh, а не Apple II, и разрешив продавцам направлять потребителей в сторону Macintosh, а не от Apple II. . [88] Производство Apple IIe было прекращено в 1993 году. [89]
1991–1997: упадок и реструктуризация
Успех недорогих потребительских моделей Apple, особенно LC, также привел к каннибализации их более дорогих машин. Чтобы решить эту проблему, руководство представило несколько новых брендов, продающих в основном идентичные машины по разным ценам, нацеленные на разные рынки. Это были High-End Quadra , линия Centris среднего класса и серия Performa, предназначенная для потребительского рынка . Это привело к значительной путанице на рынке, поскольку покупатели не понимали разницы между моделями. [91]
Apple также экспериментировала с рядом других безуспешных продуктов, ориентированных на потребителей, в течение 1990-х годов, включая цифровые камеры , портативные аудиоплееры компакт-дисков , колонки , видео консоли , онлайн-сервис eWorld и телевизионную технику . Огромные ресурсы были также вложены в проблемное подразделение Newton, основанное на нереалистичных рыночных прогнозах Джона Скалли. [92]
В течение этого периода Microsoft продолжала увеличивать долю рынка с Windows , сосредоточившись на поставке программного обеспечения для недорогих персональных компьютеров, в то время как Apple предоставляла богато спроектированные, но дорогостоящие решения. [93] Apple полагалась на высокую рентабельность и так и не нашла четкого ответа; вместо этого они подали в суд на Microsoft за использование графического интерфейса, подобного Apple Lisa, в Apple Computer, Inc. против Microsoft Corp. [94] Судебный процесс тянулся годами, прежде чем был окончательно отклонен. В это время репутация Apple была запятнана серией крупных провалов продукта и несоблюдением сроков, и на посту генерального директора Скалли сменил Майкл Шпиндлер . [95]
К концу 1980-х Apple разрабатывала альтернативные System 6 платформы, такие как A / UX и Pink . Сама платформа System 6 устарела, поскольку изначально не была рассчитана на многозадачность. К 1990-м годам Apple столкнулась с конкуренцией со стороны поставщиков OS / 2 и UNIX , таких как Sun Microsystems . Систему 6 и 7 необходимо будет заменить новой платформой или переработать для работы на современном оборудовании. [96]
В 1994 году Apple, IBM и Motorola сформировали альянс AIM с целью создания новой вычислительной платформы ( PowerPC Reference Platform ; PReP), которая будет использовать оборудование IBM и Motorola в сочетании с программным обеспечением Apple. Альянс AIM надеялся, что производительность PReP и программного обеспечения Apple оставят ПК далеко позади и тем самым противодействуют монополии Microsoft. В том же году Apple представила Power Macintosh , первый из многих компьютеров Apple, использующий процессор Motorola PowerPC . [97]
В 1996 году Шпиндлера на посту генерального директора сменил Джил Амелио . Нанятый на работу за свою репутацию корпоративного реабилитолога, Амелио внес серьезные изменения, в том числе значительные увольнения и сокращение расходов. [98] После многочисленных неудачных попыток модернизировать Mac OS, сначала с проектом Pink в 1988 году, а затем с Copland в 1994 году, Apple в 1997 году приобрела NeXT для своей операционной системы NeXTSTEP и вернула Стива Джобса. [99] Apple оставалась всего несколько недель до банкротства, когда вернулся Джобс. [100]
1997–2007: Возвращение к прибыльности
Приобретение NeXT было завершено 9 февраля 1997 года [101], и Джобс вернулся в Apple в качестве советника. 9 июля 1997 года Амелио был отстранен от должности советом директоров после наблюдения за трехлетним рекордно низким курсом акций и серьезными финансовыми потерями. Джобс исполнял обязанности временного генерального директора и начал реструктуризацию продуктовой линейки компании; Именно в этот период он выявил дизайнерский талант Джонатана Айва , и пара вместе работала над восстановлением статуса Apple. [102]
На выставке Macworld Expo в Бостоне в августе 1997 года Джобс объявил, что Apple присоединится к Microsoft, чтобы выпустить новые версии Microsoft Office для Macintosh, и что Microsoft вложила 150 миллионов долларов в акции Apple без права голоса. [103] 10 ноября 1997 года Apple представила веб-сайт Apple Store , связанный с новой производственной стратегией сборки на заказ. [104] [105]
15 августа 1998 года Apple представила новый универсальный компьютер, напоминающий Macintosh 128K : iMac . Команду разработчиков iMac возглавлял Айв, который позже разработал iPod и iPhone . [106] [107] iMac отличался современными технологиями и уникальным дизайном, и за первые пять месяцев было продано почти 800 000 единиц. [108]
Примерно в 1998 году Apple завершила многочисленные приобретения, чтобы создать портфель программного обеспечения для цифрового производства как для профессионалов, так и для потребителей. Из них одной примечательной сделкой стало приобретение Apple программного проекта Macromedia Key Grip, что свидетельствует об экспансии на рынок редактирования цифрового видео . Продажа была результатом решения Macromedia сосредоточиться исключительно на программном обеспечении для веб-разработки. Продукт, который на момент продажи все еще оставался незавершенным, был переименован в « Final Cut Pro », когда он был выпущен на розничный рынок в апреле 1999 года. [109] [110] Разработка Key Grip также привела к тому, что Apple выпустила потребительский продукт. продукт для редактирования видео iMovie в октябре 1999 года. [111] Затем Apple успешно приобрела немецкую компанию Astarte, которая разработала технологию авторинга DVD , а также соответствующие продукты и команду инженеров Astarte в апреле 2000 года. Цифровой инструмент Astarte DVDirector впоследствии был преобразован в профессиональный программный продукт DVD Studio Pro . Затем Apple применила ту же технологию для создания iDVD для потребительского рынка. [111] В июле 2001 года Apple приобрела Spruce Technologies, платформу для создания DVD для ПК, чтобы включить эту технологию в расширяющийся портфель проектов Apple по цифровому видео. [112] [113]
SoundJam MP , выпущенный Casady & Greene в 1998 году, был переименован в iTunes, когда Apple приобрела его в 2000 году. Основные разработчики MP3- плеера и программного обеспечения музыкальной библиотеки перешли в Apple в рамках приобретения и упростили пользовательский интерфейс SoundJam. способность записывать компакт - диски, и вынимает функцию записи и кожи поддержку. [114] SoundJam был вторым выбором Apple для основного проекта музыкального программного обеспечения Apple, первоначально носившего кодовое название iMusic, [115] [116] после Audion от Panic . [117] Apple не смогла назначить встречу с Panic вовремя, чтобы ее полностью обдумать, поскольку последняя вела аналогичные переговоры с AOL . [117]
В 2002 году , Apple приобрел ничего реального для их передовых цифровых композитинга приложения встряхивания , [118] , а также Emagic для применения производительности музыки Logic . Покупка Emagic сделала Apple первым производителем компьютеров, владеющим компанией по производству музыкального программного обеспечения. За приобретением последовала разработка приложения Apple GarageBand потребительского уровня . [119] Выпуск iPhoto в том же году завершил набор iLife . [120]
Mac OS X , основанная на NeXTSTEP , OPENSTEP и BSD Unix от NeXT , была выпущена 24 марта 2001 года после нескольких лет разработки. Mac OS X, ориентированная как на потребителей, так и на профессионалов, нацелена на объединение стабильности, надежности и безопасности Unix с простотой использования, обеспечиваемой обновленным пользовательским интерфейсом. Чтобы помочь пользователям перейти с Mac OS 9 , новая операционная система позволила использовать приложения OS 9 в Mac OS X через классическую среду . [121]
19 мая 2001 года Apple открыла свои первые официальные одноименные розничные магазины в Вирджинии и Калифорнии. [122] 23 октября того же года Apple представила портативный цифровой аудиоплеер iPod . Продукт, который был впервые продан 10 ноября 2001 года, имел феноменальный успех: за шесть лет было продано более 100 миллионов единиц. [123] [124] В 2003 году был представлен магазин Apple iTunes Store . Сервис предлагал онлайн- загрузку музыки по цене 0,99 доллара за песню и интеграцию с iPod. ITunes Store быстро стал лидером на рынке музыкальных онлайн-сервисов, с более чем пятью миллиардами загрузок к 19 июня 2008 года. [125] [126] Два года спустя iTunes Store стал крупнейшим в мире розничным продавцом музыки. [127] [128]
Переход Intel и финансовая стабильность
На всемирной конференции разработчиков 6 июня 2005 года Джобс объявил, что Apple начнет производство компьютеров Mac на базе Intel в 2006 году. [129] 10 января 2006 года новые MacBook Pro и iMac стали первыми компьютерами Apple, которые будут использовать. Процессор Intel Core Duo . К 7 августа 2006 года Apple перешла на чипы Intel для всей линейки продуктов Mac - более чем на год раньше, чем было объявлено. [129] Во время переходного периода бренды Power Mac, iBook и PowerBook были сняты с производства; Mac Pro , MacBook и MacBook Pro стал их соответствующих правопреемников. [130] [131] 29 апреля 2009 года The Wall Street Journal сообщила, что Apple создает собственную команду инженеров для разработки микрочипов. [132] Apple также представила Boot Camp в 2006 году, чтобы помочь пользователям установить Windows XP или Windows Vista на свои компьютеры Mac Intel вместе с Mac OS X. [133]
Успех Apple в этот период был очевиден по цене ее акций . С начала 2003 г. по 2006 г. цена акций Apple выросла более чем в десять раз, с примерно 6 долларов за акцию ( с поправкой на дробление ) до более чем 80 долларов. [134] Когда Apple превзошла Dell «s рыночную капитализацию в январе 2006 г. [135] Работа отправлено письмо сотрудников Apple , заявив , генеральный директор компании Dell Майкл Делл должен есть его слово. [136] Девятью годами ранее Делл сказал, что, если он возглавит Apple, он «закроет ее и вернет деньги акционерам». [137]
С 2001 года команда дизайнеров Apple постепенно отказалась от использования полупрозрачного цветного пластика, который впервые использовался в iMac G3 . Это изменение дизайна началось с PowerBook, сделанного из титана, за ним последовали белый поликарбонат iBook и iMac с плоским экраном . [138] [139]
2007–2011: успехи с мобильными устройствами
Во время своего основного выступления на Macworld Expo 9 января 2007 года Джобс объявил, что Apple Computer, Inc. впоследствии будет называться «Apple Inc.», потому что компания сместила акцент с компьютеров на бытовую электронику. [140] [141] На этом мероприятии также были анонсированы iPhone [142] [143] и Apple TV . [144] [145] Компания продала 270 000 единиц iPhone в течение первых 30 часов продаж, [146] и устройство было названо «переломным моментом в индустрии». [147] Apple добьется широкого успеха со своими продуктами iPhone, iPod Touch и iPad , которые представят инновации в мобильных телефонах , портативных музыкальных плеерах и персональных компьютерах соответственно. [148] Кроме того, к началу 2007 года было зарегистрировано 800 000 пользователей Final Cut Pro . [149]
В статье, опубликованной на веб-сайте Apple 6 февраля 2007 г., Джобс написал, что Apple будет готова продавать музыку в iTunes Store без управления цифровыми правами (DRM) , что позволит воспроизводить треки на сторонних плеерах, если звукозаписывающие компании согласился бы отказаться от технологии. [150] 2 апреля 2007 года Apple и EMI совместно объявили об удалении технологии DRM из каталога EMI в iTunes Store с мая 2007 года. [151] Другие звукозаписывающие компании в конечном итоге последовали их примеру, и Apple опубликовала пресс-релиз в январе 2009 года. чтобы объявить, что все песни в iTunes Store доступны без DRM FairPlay . [152]
В июле 2008 года Apple запустила App Store для продажи сторонних приложений для iPhone и iPod Touch . [153] В течение месяца магазин продал 60 миллионов приложений и зарегистрировал среднюю дневную выручку в размере 1 миллиона долларов. В августе 2008 года Джобс предположил, что App Store может стать для Apple бизнесом на миллиард долларов. [154] К октябрю 2008 года Apple была третьим по величине поставщиком мобильных телефонов в мире из-за популярности iPhone . [155]
16 декабря 2008 года Apple объявила, что 2009 год станет последним годом, когда корпорация посетит Macworld Expo после более чем 20-летнего присутствия, и что старший вице-президент по мировому маркетингу продуктов Фил Шиллер выступит с основным докладом 2009 года вместо него. ожидаемых рабочих мест. В официальном пресс-релизе поясняется, что Apple «сокращает» количество выставок в целом, включая Macworld Tokyo и Apple Expo в Париже , Франция , в первую очередь потому, что огромные успехи розничных магазинов Apple и веб-сайта сделали выставки второстепенным рекламным каналом. . [156] [157]
14 января 2009 года Джобс объявил во внутренней служебной записке, что возьмет шестимесячный отпуск по болезни в Apple до конца июня 2009 года и посвятит это время своему здоровью. В письме Джобс заявил, что «любопытство по поводу моего личного здоровья продолжает отвлекать не только меня и мою семью, но и всех остальных в Apple», и пояснил, что перерыв позволит компании «сосредоточиться на доставке. необычные продукты ». [158] Хотя Джобс отсутствовал, Apple показала лучший непраздничный квартал (первый квартал 2009 финансового года) во время рецессии с выручкой в 8,16 миллиарда долларов и прибылью в 1,21 миллиарда долларов. [159] [160]
После нескольких лет спекуляций и множества слухов о «утечках» 27 января 2010 года Apple представила мультимедийное устройство, похожее на планшет, с большим экраном, известное как iPad . IPad работал с той же сенсорной операционной системой, что и iPhone , и все приложения для iPhone. были совместимы с iPad . Это дало iPad большой каталог приложений при запуске, хотя до выпуска у него было очень мало времени на разработку. Позже в том же году, 3 апреля 2010 года, iPad был выпущен в США. В первый день было продано более 300 000 единиц, а к концу первой недели - 500 000. [161] В мае того же года рыночная капитализация Apple превысила рыночную капитализацию конкурента Microsoft впервые с 1989 года. [162]
В июне 2010 года компания Apple выпустила iPhone 4 , [163] [164] , который ввел видеовызовов , многозадачность , а также новый неизолированный из нержавеющей стали дизайн , который выступал в качестве антенны телефона. Позже в том же году, Apple снова обновила IPOD линейку MP3 - плееров, вводя мульти-сенсорный Ipod Nano , в касание IPOD с FaceTime , и IPod случайном порядке , который возвращал колесико кнопки предыдущих поколений. [165] [166] [167] Он также представил меньший и более дешевый Apple TV второго поколения, который позволял брать фильмы и шоу напрокат. [168]
В октябре 2010 года акции Apple достигли исторического максимума, затмив 300 долларов (с поправкой на разбивку ~ 43 доллара ). [169] Позднее в том же месяце, Apple обновила MacBook Air ноутбук, iLife набор приложений, и представила Mac OS X Lion , [170] [171] последняя версия с названием Mac OS X . [172]
6 января 2011 года компания открыла Mac App Store , платформу распространения цифрового программного обеспечения, аналогичную iOS App Store. [173]
17 января 2011 года Джобс объявил во внутренней служебной записке Apple, что возьмет еще один отпуск по болезни на неопределенный срок, чтобы позволить ему сосредоточиться на своем здоровье. Главный операционный директор Тим Кук взял на себя повседневную деятельность Джобса в Apple, хотя Джобс по-прежнему «участвует в принятии важных стратегических решений». [174] Apple стала самым дорогим потребительским брендом в мире. [175] В июне 2011 года Джобс неожиданно вышел на сцену и представил iCloud , онлайн-сервис для хранения и синхронизации музыки, фотографий, файлов и программного обеспечения, который заменил MobileMe , предыдущую попытку Apple по синхронизации контента. [176] Это будет последний запуск продукта, на котором Джобс будет присутствовать перед своей смертью.
Наряду с аналогичными организациями, такими как Atari и Cisco Systems , Apple была представлена в документальном фильме Something Ventured , премьера которого состоялась в 2011 году, и исследовала тридцатилетнюю эпоху, которая привела к созданию и господству Силиконовой долины . [177] Утверждалось, что Apple достигла такой эффективности в своей цепочке поставок, что компания действует как монопсония (один покупатель с множеством продавцов) и может диктовать условия своим поставщикам. [178] [179] [180] В июле 2011 года из-за кризиса предельного уровня долга в США финансовые резервы Apple ненадолго превысили резервы правительства США . [181]
24 августа 2011 года Джобс подал в отставку с поста генерального директора Apple. [182] Его заменил Кук, и Джобс стал председателем Apple. Apple , не был председатель в то время [183] , а вместо этого был два Со-директора, Андреа Юнг и Артур Д. Левинсон , [184] , который продолжал с этими названиями , пока Левинсон не заменил Джобс на посту председателя совета директоров в ноябре после Джобса ' смерть. [185]
2011 – настоящее время: эпоха пост-работы, лидерство Тима Кука.
5 октября 2011 года Стив Джобс умер, ознаменовав конец эпохи для Apple. [186] [187] Первое крупное объявление продукта Apple после кончины Джобса произошло 19 января 2012 года, когда Фил Шиллер из Apple представил учебники iBook для iOS и iBook Author для Mac OS X в Нью-Йорке. [188] Джобс заявил в биографии «Джобс», что он хотел заново изобрести индустрию учебников и образование. [189]
С 2011 по 2012 год , Apple выпустила iPhone 4S [190] [191] и iPhone 5 , [192] [193] , который показал улучшенные камеры, в интеллектуальный помощник программного обеспечения под названием Siri и облачных синхронизируются данные с ICloud; на третий и четвертый IPADS поколения, который показал Retina дисплеев ; [194] [195] [196] и iPad Mini с 7,9-дюймовым экраном в отличие от 9,7-дюймового экрана iPad. [197] Эти запуски были успешными: iPhone 5 (выпущенный 21 сентября 2012 г.) стал крупнейшим запуском iPhone от Apple с более чем двумя миллионами предварительных заказов [198] и продажами трех миллионов iPad за три дня после запуска iPad Mini. и iPad четвертого поколения (выпущен 3 ноября 2012 г.). [199] Apple также выпустила 13-дюймовый MacBook Pro третьего поколения с дисплеем Retina и новые компьютеры iMac и Mac Mini . [196] [197] [200]
20 августа 2012 года рост цен на акции Apple увеличил рыночную капитализацию компании до рекордных 624 миллиардов долларов. Это побило рекорд рыночной капитализации без поправки на инфляцию, ранее установленный Microsoft в 1999 году. [201] 24 августа 2012 года присяжные в США постановили, что Samsung должна выплатить Apple 1,05 миллиарда долларов (665 миллионов фунтов стерлингов) в качестве компенсации ущерба в судебном процессе по интеллектуальной собственности. . [202] Samsung подала апелляцию на компенсацию ущерба, которая была уменьшена на 450 миллионов долларов [203], а также удовлетворила просьбу Samsung о новом судебном разбирательстве. [203] 10 ноября 2012 года Apple подтвердила мировое соглашение, в соответствии с которым были отклонены все существующие судебные процессы между Apple и HTC до этой даты в пользу десятилетнего лицензионного соглашения на текущие и будущие патенты между двумя компаниями. [204] Предполагается, что Apple будет получать 280 миллионов долларов в год на этой сделке с HTC. [205]
Ранее конфиденциальное электронное письмо, написанное Джобсом за год до его смерти, было представлено в ходе судебного разбирательства по искам Apple Inc. против Samsung Electronics Co. и стало общедоступным в начале апреля 2014 года. Тема письма гласит: «100 лучших - A, «Это электронное письмо было отправлено только 100 наиболее старшим сотрудникам компании и в 10 подзаголовках излагается видение Джобсом будущего Apple Inc. Примечательно, что Джобс объявляет «священную войну с Google» на 2011 год и планирует «новый кампус» на 2015 год. [206]
В марте 2013 года Apple подала патент на систему дополненной реальности (AR), которая может идентифицировать объекты в прямом видеопотоке и представлять информацию, соответствующую этим объектам, через сгенерированный компьютером информационный слой, наложенный поверх реального изображения. [207] Компания также приняла несколько громких решений о найме в 2013 году. 2 июля 2013 года Apple наняла Поля Денева , президента Бельгии и генерального директора Yves Saint Laurent, на должность вице-президента, подчиняющегося непосредственно Тиму Куку. [208] В середине октября 2013 года было объявлено, что генеральный директор Burberry Анджела Арендтс была нанята на должность старшего вице-президента Apple в середине 2014 года. Арендтс ранее курировала цифровую стратегию Burberry в течение почти восьми лет, и за время ее пребывания в должности продажи выросли примерно до 3,2 миллиарда долларов, а акции выросли более чем в три раза. [209] Она ушла из Apple в 2019 году. [210]
Вместе с вице-президентом Google Винтом Серфом и генеральным директором AT&T Рэндаллом Стивенсоном Кук присутствовал на закрытом саммите, проведенном президентом Обамой 8 августа 2013 года по поводу правительственной слежки и Интернета после инцидента с Эдвардом Сноуденом в АНБ . [211] [212] 4 февраля 2014 года Кук встретился в Анкаре с президентом Турции Абдуллой Гюлем , чтобы обсудить участие компании в проекте Фатих . [213]
В первом квартале 2014 года Apple сообщила о продажах 51 миллиона iPhone и 26 миллионов iPad, что стало рекордным квартальным рекордом продаж. Также по сравнению с аналогичным периодом прошлого года продажи Mac значительно выросли. Это контрастировало со значительным падением продаж iPod. [214] [215] В мае 2014 года компания подтвердила свое намерение приобрести аудиокомпанию Beats Electronics, принадлежащую Dr. Dre и Джимми Айовину, производителя линейки наушников и динамиков Beats by Dr. Dre и оператора сервис потоковой передачи музыки Beats Music - за 3 миллиарда долларов, а также продавать свою продукцию через розничные точки и торговых посредников Apple. Айовин считал, что Beats всегда «принадлежали» Apple, поскольку компания смоделировала себя по образцу «непревзойденной способности Apple сочетать культуру и технологии». Приобретение стало крупнейшей покупкой в истории Apple. [216] [217]
Apple возглавляла ежегодный отчет Interbrand о лучших мировых брендах шесть лет подряд; 2013, [218] 2014, [219] 2015, [220] 2016, [221] 2017, [222] и 2018 с оценкой в 214,48 миллиарда долларов. [223]
В январе 2016 года было объявлено, что во всем мире активно используется один миллиард устройств Apple. [224] [225]
12 мая 2016 года Apple инвестировала 1 миллиард долларов в DiDi , крупнейшую компанию по аренде автомобилей в Китае. [226] [227] [228] В октябре 2016 года в информации сообщалось, что Apple заняла место в совете директоров Диди Чусин, [229] шаг, который Джеймс Винсент из The Verge предположил, что это стратегическое решение компании Apple приблизиться к автомобильная промышленность, [230] в частности, интерес Диди Чусин к беспилотным автомобилям. [231]
6 июня 2016 года Fortune опубликовал Fortune 500 - список компаний, составляющих рейтинг по генерированию доходов. В последнем финансовом году (2015) Apple фигурировала в списке как ведущая технологическая компания. [232] Он занял третье место с выручкой в 233 миллиарда долларов. [232] Это представляет собой движение вверх на две позиции по сравнению со списком предыдущего года. [232]
6 апреля 2017 года Apple запустила Clips , приложение, которое позволяет пользователям iPad и iPhone создавать и редактировать короткие видеоролики с текстом, графикой и эффектами. Приложение позволяет создавать короткие видеоролики, которыми можно поделиться с другими пользователями в приложении «Сообщения», Instagram , Facebook и других социальных сетях . Apple также представила живые титры для клипов, которые позволяют пользователям добавлять живые анимированные титры и заголовки, используя свой голос. [233]
В мае 2017 года Apple обновила дизайн двух своих веб-сайтов. Их веб-сайт по связям с общественностью «Apple Press Info» был изменен на сайт «Apple Newsroom», с большим упором на изображения и, следовательно, с меньшей плотностью информации, и объединяет пресс-релизы, новости и фотографии. Обзор руководителей компании «Apple Leadership» также был обновлен, добавив более простой макет с заметным изображением заголовка и текстовыми полями в две колонки. 9to5Mac отметил сходство дизайна с некоторыми переработанными приложениями Apple в iOS 10 , особенно с программным обеспечением Apple Music и News . [234]
В июне 2017 года Apple анонсировала HomePod , свой умный динамик, призванный составить конкуренцию Sonos , Google Home и Amazon Echo . [235] Ближе к концу года TechCrunch сообщил, что Apple приобретает Shazam , компанию, которая представила свои продукты на WWDC и специализируется на распознавании музыки, телевидения, фильмов и рекламы. [236] Приобретение было подтверждено несколько дней спустя и обошлось Apple в 400 миллионов долларов, причем в сообщениях СМИ отмечалось, что покупка выглядела как шаг для получения данных и инструментов, поддерживающих сервис потоковой передачи Apple Music . [237] Покупка была одобрена Европейским союзом в сентябре 2018 года. [238] [239]
Также в июне 2017 года Apple назначила Джейми Эрлихта и Зака Ван Амбурга руководителями недавно созданного всемирного видеотдела. В ноябре 2017 года Apple объявила о переходе на оригинальные сценарии программирования: драматический сериал с Дженнифер Энистон и Риз Уизерспун в главных ролях , а также перезапуск антологии « Удивительные истории» со Стивеном Спилбергом . [240] В июне 2018 года Apple подписала минимальное базовое соглашение с Гильдией писателей Америки, а Опра Уинфри - о многолетнем партнерстве по контенту. [241] [242] Дополнительные партнерства для оригинальной серии включает Sesame Workshop и DHX Медиа и ее дочернюю компанию Арахис Worldwide , а также сотрудничество с A24 для создания оригинальных фильмов. [243] [244] [245] По состоянию на январь 2019 г.[Обновить], Apple заказала двадцать один телесериал и один фильм. Apple разрабатывает пять серий.
27 июля 2017 года Apple прекратила выпуск знаковых линейок устройств iPod nano и iPod shuffle . [246]
В феврале 2018 года сообщалось, что Apple вела переговоры с майнерами о покупке Cobalt напрямую у них. [247]
5 июня 2018 года Apple прекратила поддержку OpenGL и OpenGL ES во всех операционных системах и призвала разработчиков использовать вместо них Metal . [248] В августе 2018 года Apple приобрела Akonia Holographics для своих линз для очков дополненной реальности . [249] [250] 14 февраля 2019 года Apple приобрела DataTiger для своей технологии цифрового маркетинга. [251]
29 января 2019 года Apple сообщила о первом за десятилетие снижении выручки и прибыли. [252] [253] [254] В феврале 2019 они купили разговорного вычисления компании PullString (ранее ToyTalk) [255] На 25 июля 2019, Apple и Intel объявили о заключении соглашения для Apple , чтобы приобрести смартфон модем бизнес Intel Mobile Communications для 1 миллиард долларов США. [256]
30 марта 2020 года Apple приобрела местного производителя погодных приложений Dark Sky за нераскрытую сумму с намерением прекратить выпуск своего исходного приложения в конце 2021 года. [257] [258] 3 апреля 2020 года Apple приобрела Voysis, a Компания из Дублина, специализирующаяся на технологии цифровой голосовой связи с искусственным интеллектом (сумма не разглашается). [259] 14 мая 2020 года Apple приобрела NextVR, компанию виртуальной реальности, базирующуюся в Ньюпорт-Бич, Калифорния . [260]
4 августа 2020 г. сообщила Аксиос , что Apple , был «серьезный интерес» к покупке TikTok , [261] [262] , хотя это было позже опровергнуто Apple. [263]
19 августа 2020 года цена акций Apple ненадолго превысила 467,77 долларов, что сделало Apple первой американской компанией с рыночной капитализацией в 2 триллиона долларов. [264]
2 сентября 2020 года Apple объявила о предстоящих функциях iOS, которые будут представлены позже в этом году, что позволит разработчикам предлагать клиентам бесплатные или льготные коды подписки, называемые «кодами предложений». Пользователи iOS 14 , iPadOS 14 и более поздних версий получили право использовать коды предложений в App Store. Было сказано, что предложение можно погасить двумя способами: с использованием одноразового URL-адреса погашения кода или API-интерфейса PresentCodeRedemptionSheet, если он реализован в приложении. [265]
Чтобы ускорить доставку устройств потребителям, Apple начала поставлять устройства прямо из своих магазинов с октября 2020 года. Компания объявила об использовании своей сети магазинов Apple Store в качестве фактических центров исполнения для доставки продуктов напрямую из магазинов покупателям. [266]
10 ноября 2020, разработчики компании Apple подтвердили запуск наклейки в масках на устройствах IOS, которые ранее были отвергнуты Apple , утверждая , что наклейку быть «неуместные ссылки к COVID-19 пандемии .» [267] Компания подписала соглашение с Fisker совсем недавно. [268]
Силиконовый переход Apple
Во время своей ежегодной программной речи на WWDC 22 июня 2020 года Apple объявила, что переведет Mac с процессоров Intel на процессоры собственной разработки. [269] Объявление было ожидаемым отраслевыми аналитиками, и было отмечено, что компьютеры Mac с процессорами Apple позволят значительно повысить производительность по сравнению с текущими моделями на базе Intel. [270] 10 ноября 2020 года MacBook Air, MacBook Pro и Mac Mini стали первыми устройствами Mac, работающими на процессоре Apple M1 , разработанном Apple . [271]
Продукты
Macintosh
В настоящее время выпускаются макинтоши:
- iMac : настольный компьютер потребительского класса "все в одном", представленный в 1998 году.
- Mac Mini : потребительский суб-настольный компьютер, представленный в 2005 году.
- MacBook Pro : профессиональный ноутбук, представленный в 2006 году.
- Mac Pro : настольный компьютер Workstation, представленный в 2006 году.
- MacBook Air : ультратонкий и сверхпортативный ноутбук потребительского класса, представленный в 2008 году.
Apple продает различные компьютерные аксессуары для Mac, включая Pro Display XDR , Magic Mouse , Magic Trackpad и Magic Keyboard .
iPod
23 октября 2001 года Apple представила цифровой музыкальный проигрыватель iPod . С тех пор было представлено несколько обновленных моделей, и теперь бренд iPod со значительным отрывом является лидером рынка портативных музыкальных плееров. По состоянию на сентябрь 2015 года отгружено более 390 миллионов единиц.[Обновить]. [272] Apple стала партнером Nike, чтобы предложить спортивный комплект Nike + iPod , позволяющий бегунам синхронизировать и контролировать свои пробежки с помощью iTunes и веб-сайта Nike +.
В конце июля 2017 года Apple прекратила выпуск своих моделей iPod Nano и iPod Shuffle , оставив для покупки только iPod Touch . [273] [274] [275]
iPhone
На Macworld Conference & Expo в январе 2007 года Стив Джобс представил долгожданный [276] iPhone , конвергенцию смартфона с выходом в Интернет и iPod. [277] первого поколения iPhone был выпущен 29 июня 2007 года, за $ 499 (4 Гб) и $ 599 (8 Гб) с AT & T контракта. [278] 5 февраля 2008 года он был обновлен, и теперь он получил 16 ГБ памяти в дополнение к моделям с 8 ГБ и 4 ГБ. [279] Он сочетал 2.5G диапазона квада GSM и EDGE мобильный телефон с функциями , найденным в портативных устройствах, работает уменьшенная версия OS X (дублированный iPhone OS после запуска , а затем переименованы в прошивку ), с различным Mac OS X такие приложения, как Safari и Mail . Он также включает в себя веб- приложения и приложения Dashboard, такие как Google Maps и Weather. IPhone оснащен сенсорным дисплеем с диагональю 3,5 дюйма (89 мм), Bluetooth и Wi-Fi (как «b», так и «g»). [277]
Вторая версия, iPhone 3G , была выпущена 11 июля 2008 года по сниженной цене: 199 долларов за модель 8 ГБ и 299 долларов за модель 16 ГБ. [280] В этой версии добавлена поддержка сетей 3G и вспомогательная GPS- навигация. Плоская серебристая задняя панель и большой квадрат антенны оригинальной модели были заменены глянцевой, изогнутой черной или белой задней панелью. Возможности программного обеспечения были улучшены с выпуском App Store , в котором были доступны для загрузки приложения, совместимые с iPhone. 24 апреля 2009 г. количество загрузок в App Store [281] превысило один миллиард. [282] 8 июня 2009 года Apple анонсировала iPhone 3GS . Он обеспечил инкрементное обновление устройства, включая более быстрые внутренние компоненты, поддержку более высоких скоростей 3G, возможность записи видео и голосовое управление.
На Всемирной конференции разработчиков (WWDC) 7 июня 2010 года Apple анонсировала обновленный iPhone 4 . [283] Он отличался дисплеем 960 × 640, процессором Apple A4 , гироскопом для улучшенных игр, 5-мегапиксельной камерой со светодиодной вспышкой, фронтальной камерой VGA и функцией видеозвонков FaceTime . Вскоре после его выпуска потребители обнаружили проблемы с приемом из-за полосы из нержавеющей стали по краю устройства, которая также служит сотовым сигналом телефона и антенной Wi-Fi. Проблема была исправлена с помощью «Bumper Case», который Apple бесплатно распространял среди всех владельцев в течение нескольких месяцев. В июне 2011 года Apple обогнала Nokia и стала крупнейшим производителем смартфонов в мире по объему продаж. [284] 4 октября 2011 года Apple представила iPhone 4S , который был впервые выпущен 14 октября 2011 года. [285] Он оснащен процессором Apple A5 и технологией голосового помощника Siri , последнюю из которых Apple приобрела в 2010 году у SRI Международный центр искусственного интеллекта. [286] Он также оснащен обновленной 8-мегапиксельной камерой с новой оптикой. Apple , начал новую доступность функции, Сделано для iPhone Слуховые аппараты с iPhone 4S. [287] Слуховые аппараты Made for iPhone имеют функцию Live Listen, которая может помочь пользователю услышать разговор в шумной комнате или услышать, как кто-то говорит через комнату. [288] Apple продала 4 миллиона телефонов iPhone 4S за первые три дня доступности. [289]
12 сентября 2012 года Apple представила iPhone 5 . [290] Он оснащен 4-дюймовым дисплеем, возможностью подключения к сети 4G LTE и обновленным чипом Apple A6 , а также рядом других улучшений. [291] Два миллиона iPhone были проданы за первые двадцать четыре часа после предварительного заказа [292] и более пяти миллионов телефонов было продано за первые три дня после его запуска. [293] После выпуска iPhone 5S и iPhone 5C Apple установила новый рекорд продаж смартфонов в первые выходные, продав более девяти миллионов устройств за первые три дня после запуска. [294] Выпуск iPhone 5S и 5C - это первый случай, когда Apple одновременно выпустила две модели. [295]
Патент, поданный в июле 2013 года, раскрыл разработку новой системы аккумуляторов iPhone, которая использует данные о местоположении в сочетании с данными о привычках пользователя, чтобы соответствующим образом регулировать настройки мощности телефонов. Apple работает над системой управления питанием, которая обеспечит такие функции, как способность iPhone оценивать время, в течение которого пользователь будет находиться вдали от источника питания, чтобы изменить потребление энергии, и функцию обнаружения, которая регулирует скорость зарядки в соответствии с лучшими требованиями. тип используемого источника питания. [296]
В интервью в марте 2014 года дизайнер Apple Джонатан Айв использовал iPhone как пример стремления Apple создавать высококачественные, изменяющие жизнь продукты. Он объяснил, что телефоны сравнительно дороги из-за больших усилий, которые затрачиваются на их изготовление:
Мы не занимаем так много времени и продвигаемся вперед по финансовым причинам ... Скорее наоборот. Корпус сделан из цельного куска обработанного алюминия ... Все это сначала отполировано до зеркального блеска, а затем очень мелко текстурировано, за исключением логотипа Apple. Фаски [зачищенные кромки] снимаются алмазными фрезами. Фрезы обычно служат недолго, поэтому нам пришлось найти способ массового производства долговечных. Крышка камеры - сапфировое стекло. Обратите внимание на детали вокруг слота для SIM-карты. Это необычно! [102]
9 сентября 2014 года Apple представила iPhone 6 вместе с iPhone 6 Plus , у которых размер экрана превышает 4 дюйма. [297] Годом позже Apple представила iPhone 6S и iPhone 6S Plus , которые представили новую технологию под названием 3D Touch, включая увеличение основной камеры до 12 МП и камеры FaceTime до 5 МП. [298] 21 марта 2016 года Apple представила iPhone SE первого поколения с 4-дюймовым экраном, который в последний раз использовался с 5S, и почти таким же внутренним оборудованием, как и 6S. [299]
В июле 2016 года Apple объявила, что был продан один миллиард iPhone. [300] [301]
7 сентября 2016 года Apple представила iPhone 7 и iPhone 7 Plus , которые отличаются улучшенной производительностью системы и графики, водонепроницаемостью IP67, новой задней двойной камерой на модели 7 Plus и, что спорно, удалением 3,5 мм. порт для наушников. [302] [303]
12 сентября 2017 года Apple представила iPhone 8 и iPhone 8 Plus , представляющие собой эволюционные обновления своих предыдущих телефонов с более быстрым процессором, улучшенной технологией отображения, модернизированными системами камер и беспроводной зарядкой. [304] Кроме того, компания объявила о iPhone X , которая коренным образом меняет оборудование в линейке iPhone, удаление кнопки домой в пользу технологии распознавания лица и отличать Близкое Безель -Меньше дизайн наряду с беспроводной зарядки . [305] [306]
12 сентября 2018 года Apple представила iPhone XS , iPhone XS Max и iPhone XR . У iPhone XS и iPhone XS Max улучшенные дисплеи и более быстрая и улучшенная система с двумя камерами. IPhone XR, младшая версия, оснащен 6,1-дюймовым ЖК-экраном вместо OLED, в нем отсутствует телеобъектив, а рамка из нержавеющей стали заменена анодированным алюминием. Все три устройства оснащены чипом A12 Bionic, первым 7-нанометровым процессором в смартфоне, с Neural Engine нового поколения и системой камер TrueDepth. [307] [308]
10 сентября 2019 года Apple представила iPhone 11 , iPhone 11 Pro и iPhone 11 Pro Max . IPhone 11 оснащен тем же ЖК-дисплеем Liquid Retina, который использовался в iPhone XR, и практически неизменным дизайном, за исключением добавления сверхширокой камеры и степени защиты IP68 от воды и пыли. IPhone 11 Pro и iPhone 11 Pro Max отличаются новым текстурированным матовым стеклом и дизайном из нержавеющей стали, а также тройной камерой, которая включает сверхширокоугольную, широкоугольную и телеобъектив. Apple утверждает, что время автономной работы серии iPhone 11 Pro может быть на 5 часов больше, чем у iPhone XS и XS Max. IPhone 11 Pro и Pro Max также оснащены новым OLED-дисплеем Super Retina XDR с яркостью экрана 800 нит. Все новые iPhone, анонсированные на Apple's в сентябре 2019 года, оснащены чипом A13 Bionic с нейронным движком третьего поколения, чипом Apple U1, пространственным воспроизведением звука, режимом фотосъемки при слабом освещении и улучшенной системой Face ID. [309] [310]
15 апреля 2020 года Apple анонсировала новый iPhone SE второго поколения . Он повторяет дизайн iPhone 8 - имеет 4,7-дюймовый экран, большие лицевые панели сверху и снизу, а также кнопку «Домой» с Touch ID. Тем не менее, он оснащен улучшенным процессором A13 Bionic и улучшенными камерами спереди и сзади. [311]
13 октября 2020 года Apple представила iPhone 12 , iPhone 12 Mini , iPhone 12 Pro и iPhone 12 Pro Max . Новые айфонов имеют новый дизайн с плоскими краями, элемент дизайна , напоминающий замыслов iPhone 4 через iPhone 5S , и являются первым крупным редизайн с iPhone X . Они также оснащены процессором A14 Bionic , первым коммерчески выпускаемым 5-нанометровым процессором. IPhone 12 заменяет жидкокристаллический дисплей Liquid Retina своего предшественника на OLED-дисплей Super Retina XDR, уменьшая границы дисплея при сохранении размера экрана. IPhone 12 Mini оснащен 5,4-дюймовым дисплеем и меньше по размеру, чем предыдущие 4,7-дюймовые iPhone. IPhone 12 Pro и iPhone 12 Pro Max являются улучшенными моделями iPhone 12 и iPhone 12 Mini с такими дополнениями, как более яркий дисплей, телеобъектив и сканер LiDAR . IPhone 12 Pro Max оснащен самым большим дисплеем среди всех iPhone на сегодняшний день, с 6,7-дюймовым экраном и более крупным сенсором, чем у его меньшего аналога. Четыре новых iPhone также поставляются с закаленным керамическим передним стеклом, продаваемым как Ceramic Shield, в то время как задняя часть сохраняет стекло, усиленное двойным ионным обменом предыдущего поколения. Это поколение iPhone также спорно удалило как наушники, так и адаптер питания из коробки, сославшись на экологические преимущества. [312] [313]
iPad
С 27 января 2010 года, Apple представила свой долгожданный медиа - планшет , на IPad . [314] [315] Он предлагает мультисенсорное взаимодействие с мультимедийными форматами, включая газеты, электронные книги, фотографии, видео, музыку, текстовые документы, видеоигры и большинство существующих приложений для iPhone с 9,7-дюймовым экраном. [316] Он также включает мобильную версию Safari для просмотра веб-страниц, а также доступ к App Store, iTunes Library, iBookstore , контактам и заметкам. Контент можно загрузить через Wi-Fi и дополнительную службу 3G или синхронизировать через компьютер пользователя. [317] AT&T изначально была единственным в США поставщиком беспроводного доступа 3G для iPad. [318]
2 марта 2011 года Apple представила iPad 2 с более быстрым процессором и камерой спереди и сзади. Также добавлена поддержка дополнительных услуг 3G, предоставляемых Verizon в дополнение к AT&T . [319] Доступность iPad 2 была изначально ограничена из-за разрушительного землетрясения и цунами в Японии в марте 2011 года. [320]
IPad третьего поколения был выпущен 7 марта 2012 года и продавался как « новый iPad ». Он добавил услугу LTE от AT&T или Verizon, обновленный процессор A5X и дисплей Retina. Размеры и форм-фактор остались относительно неизменными: новый iPad стал немного толще и тяжелее, чем предыдущая версия, и имел незначительные изменения в позиционировании. [321]
23 октября 2012 года вышел iPad четвертого поколения от Apple, который продавался как « iPad с дисплеем Retina ». Он добавил модернизированный процессор A6X и заменил традиционный 30-контактный разъем док-станции полностью цифровым разъемом Lightning . [322] Также был представлен iPad Mini . У него уменьшенный 7,9-дюймовый дисплей и почти такие же внутренние характеристики, как у iPad 2. [323]
22 октября 2013 года Apple представила iPad Air и iPad Mini с дисплеем Retina Display, оба с новым 64-битным процессором Apple A7. [324]
IPad Air 2 был открыт 16 октября 2014 г. Он добавил , улучшенную графику и центральную обработку и камеры режима серийной съемки, а также обновления незначительных. В то же время был представлен iPad Mini 3 . [324]
С момента запуска пользователи iPad скачали более трех миллиардов приложений. Общее количество загрузок в App Store, по состоянию на июнь 2015 г.[Обновить], составляет более 100 миллиардов. [325]
9 сентября 2015 года Apple анонсировала iPad Pro , iPad с 12,9-дюймовым дисплеем, который поддерживает два новых аксессуара, Smart Keyboard и Apple Pencil . [326] Тогда же был анонсирован обновленный iPad Mini 4 . [327] 9,7-дюймовый iPad Pro был анонсирован 21 марта 2016 года. [328] 5 июня 2017 года Apple анонсировала новый iPad Pro с 10,5-дюймовым дисплеем, который заменит 9,7-дюймовую модель и обновленную 12,9-дюймовую модель. модель. [329]
15 сентября 2020 года Apple анонсировала обновленный iPad Air 4 с плоскими сторонами, Touch ID на кнопке питания, портом USB Type C, 10,9-дюймовым экраном и отсутствием кнопки «Домой», как у iPad Pro. Он оснащен Apple A14 Bionic SOC. как в линейке iPhone 12. iPad Air поддерживает клавиатуру Magic Keyboard и Apple Pencil второго поколения. [330]
20 апреля 2021 года Apple выпустила iPad Pro 5-го поколения с дизайном, аналогичным дизайну предыдущего поколения, за исключением того, что версия 12,9 дюйма была немного толще и тяжелее. У нее есть Apple M1 SOC с 8 или 16 гигабайтами оперативной памяти . Он оснащен Thunderbolt 3 / USB. 4 порта; это первый iPad, в котором он есть. Модель с диагональю 12,9 дюйма оснащена новым мини-светодиодным дисплеем, который продается как «Liquid Retina XDR». Фронтальная камера - это сверхширокая камера, которая автоматически поворачивает камеру, чтобы удерживать пользователя в центре экрана при перемещении во время видеозвонка. Apple называет эту функцию «Center Stage». [331]
Apple Watch
Первые умные часы Apple Watch были анонсированы Тимом Куком 9 сентября 2014 года как продукт с функцией отслеживания состояния здоровья и фитнеса. [333] [334] Он был выпущен 24 апреля 2015 года. [335] [336] [337]
Второе поколение Apple Watch, Apple Watch Series 2 , было выпущено в сентябре 2016 года и отличается большей водонепроницаемостью, более быстрым процессором и более ярким дисплеем. Он также был выпущен вместе с более дешевой Серией 1. [338]
12 сентября 2017 года Apple представила Apple Watch Series 3 с поддержкой сотовой связи LTE, что дало носимым устройствам независимость от iPhone [339], за исключением процесса настройки. [340]
12 сентября 2018 года Apple представила Apple Watch Series 4 с новым дисплеем, электрокардиограммой и функцией обнаружения падений. [341]
10 сентября 2019 года Apple представила Apple Watch Series 5 с новым магнитометром, более быстрым процессором и новым постоянно включенным дисплеем. Серия 4 была снята с производства.
15 сентября 2020 года Apple представила Apple Watch Series 6 с упором на фитнес, включая измерение кислорода в крови и ЭКГ, а также другие фитнес-функции. Они также представили Apple Watch SE 18 числа того же месяца. [342]
Apple TV
На конференции Macworld 2007 года Джобс продемонстрировал Apple TV (Джобс случайно назвал устройство «iTV», его кодовое имя, когда он был на сцене), телевизионное видеоустройство, предназначенное для продажи контента из iTunes с высоким разрешением. телевизоры. [343] Устройство, работающее под управлением версии Mac OS X, подключается к телевизору пользователя и синхронизируется по беспроводной или проводной сети с библиотекой iTunes одного компьютера и может транслировать контент с дополнительных четырех. Первоначально Apple TV имел жесткий диск на 40 ГБ для хранения, выходы для HDMI и компонентного видео , а также воспроизводил видео с максимальным разрешением 720p . [145] 30 мая 2007 года был выпущен жесткий диск на 160 ГБ вместе с существующей моделью на 40 ГБ. [344] Обновление программного обеспечения, выпущенное 15 января 2008 г., позволило приобретать медиафайлы непосредственно с Apple TV. [345]
В сентябре 2009 года Apple прекратила выпуск оригинального Apple TV на 40 ГБ, но продолжила производить и продавать Apple TV на 160 ГБ. 1 сентября 2010 года Apple выпустила полностью переработанный Apple TV, работающий на версии iOS, и прекратила выпуск более старой модели, которая работала на версии Mac OS X. Новое устройство на четверть меньше, работает тише и заменяет жесткий диск потоковой передачей мультимедиа из любой библиотеки iTunes в сети, а также 8 ГБ флэш-памяти для кэширования загруженного мультимедиа. Как и iPad и iPhone, Apple TV работает на процессоре A4. Объем памяти устройства вдвое меньше, чем в iPhone 4 и составляет 256 МБ; такой же, как iPad, iPhone 3GS, iPod Touch третьего и четвертого поколения . [346]
Он имеет выход HDMI в качестве единственного источника видеовыхода. Возможности включают доступ к iTunes Store для аренды фильмов и телешоу (покупка была прекращена), потоковую передачу из интернет-источников видео, включая YouTube и Netflix , а также потоковую передачу мультимедиа из библиотеки iTunes. Apple также снизила цену устройства до 99 долларов. Третье поколение устройства было представлено на мероприятии Apple 7 марта 2012 года с новыми функциями, такими как более высокое разрешение (1080p) и новый пользовательский интерфейс.
На мероприятии 9 сентября 2015 года Apple представила обновленный Apple TV, который теперь работает под управлением последующего варианта iOS под названием tvOS и содержит 32 ГБ или 64 ГБ флэш-памяти NAND для хранения игр, программ и кэширования текущего воспроизводимого мультимедиа. . Релиз также совпал с открытием отдельного Apple TV App Store и нового пульта Siri Remote со стеклянной сенсорной панелью , гироскопом и микрофоном .
12 декабря 2016 года Apple выпустила новое приложение для медиаплеера iOS и tvOS под названием TV, которое заменило существующее приложение iOS «Видео».
На мероприятии 12 сентября 2017 года Apple выпустила новый 4K- телевизор Apple TV в том же форм-факторе, что и модель 4-го поколения. Модель 4K оснащена собственной разработкой SoC A10X, которая также используется в iPad Pro второго поколения. Модель 4K также поддерживает расширенный динамический диапазон .
25 марта 2019 года, Apple объявила Apple TV + , их предстоящая более-топ подписки видео по требованию веб - телевидения услуг, прибудете Fall 2019 TV + эксклюзивные оригинальные шоу, фильмы и документальные фильмы . [347] Они также объявили об обновлении приложения TV с новой функцией « Каналы » и о том, что приложение TV будет расширено до macOS , многочисленных моделей интеллектуального телевидения , устройств Roku и устройств Amazon Fire TV позже в 2019 году.
20 апреля 2021 года Apple представила обновленный Apple TV 4K с процессором A12 Bionic , поддержкой HDR с высокой частотой кадров, HDMI 2.1 и Wi-Fi 6, а также обновленным пультом дистанционного управления Siri.
HomePod
Первый умный динамик Apple, HomePod, был выпущен 9 февраля 2018 года после того, как его первоначальный выпуск в декабре 2017 года был отложен. Он имеет семь высокочастотных динамиков в основании, четырехдюймовый низкочастотный динамик сверху и шесть микрофонов для голосового управления и оптимизации звука [348] [349] [350] 12 сентября 2018 года Apple объявила, что HomePod добавляет новые функции - поиск по тексту песен, установка нескольких таймеров, совершение и прием телефонных звонков, функция «Найти iPhone», ярлыки Siri и языки Siri. [351] В 2019 году Apple, Google , Amazon и Zigbee Alliance объявили о партнерстве, чтобы продукты для умного дома работали вместе. [352]
Программное обеспечение и услуги
Apple разрабатывает собственные операционные системы для работы на своих устройствах, включая macOS для персональных компьютеров Mac, [353] iOS для своих смартфонов и планшетов iPhone, iPad и iPod Touch, [354] watchOS для своих умных часов Apple Watch, [355] и tvOS для своего цифрового медиаплеера Apple TV. [356]
Для iOS и macOS Apple также разрабатывает собственные названия программного обеспечения, включая Pages для письма, Numbers для электронных таблиц и Keynote для презентаций, как часть своего пакета iWork для повышения производительности. [357] Для macOS он также предлагает iMovie и Final Cut Pro X для редактирования видео, [358] и GarageBand и Logic Pro X для создания музыки. [359]
Линейка серверного программного обеспечения Apple включает операционную систему macOS Server ; [360] Apple Remote Desktop , приложение для удаленного управления системами; [361] и Xsan , файловая система сети хранения данных . [360]
Apple также предлагает онлайн-сервисы с iCloud , которые обеспечивают облачное хранилище и синхронизацию для широкого спектра пользовательских данных, включая документы, фотографии, музыку, резервные копии устройств и данные приложений, [362] и Apple Music , его сервис потоковой передачи музыки и видео . [363]
Электрические транспортные средства
По данным Sydney Morning Herald , Apple хотела начать производство электромобилей с автономным вождением уже в 2020 году. Apple предприняла усилия по привлечению инженеров по разработке аккумуляторов и других инженеров по производству электромобилей из компаний A123 Systems , LG Chem , Samsung Electronics , Panasonic , Toshiba. , Johnson Controls и Tesla Motors . [364]
Фирменный стиль
Logo
According to Steve Jobs, the company's name was inspired by his visit to an apple farm while on a fruitarian diet. Jobs thought the name "Apple" was "fun, spirited and not intimidating".[366]
Apple's first logo, designed by Ron Wayne, depicts Sir Isaac Newton sitting under an apple tree. It was almost immediately replaced by Rob Janoff's "rainbow Apple", the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it. Janoff presented Jobs with several different monochromatic themes for the "bitten" logo, and Jobs immediately took a liking to it. However, Jobs insisted that the logo be colorized to humanize the company.[367][368] The logo was designed with a bite so that it would not be confused with a cherry.[369] The colored stripes were conceived to make the logo more accessible, and to represent the fact the Apple II could generate graphics in color.[369] This logo is often erroneously referred to as a tribute to Alan Turing, with the bite mark a reference to his method of suicide.[370][371] Both Janoff and Apple deny any homage to Turing in the design of the logo.[369][372]
On August 27, 1999[373] (the year following the introduction of the iMac G3), Apple officially dropped the rainbow scheme and began to use monochromatic logos nearly identical in shape to the previous rainbow incarnation. An Aqua-themed version of the monochrome logo was used from 1998 to 2003, and a glass-themed version was used from 2007 to 2013.[374]
Steve Jobs and Steve Wozniak were fans of the Beatles,[375][376] but Apple Inc. had name and logo trademark issues with Apple Corps Ltd., a multimedia company started by the Beatles in 1968. This resulted in a series of lawsuits and tension between the two companies. These issues ended with the settling of their lawsuit in 2007.[377]
Advertising
Apple's first slogan, "Byte into an Apple", was coined in the late 1970s.[378] From 1997 to 2002, the slogan "Think Different" was used in advertising campaigns, and is still closely associated with Apple.[379] Apple also has slogans for specific product lines — for example, "iThink, therefore iMac" was used in 1998 to promote the iMac,[380] and "Say hello to iPhone" has been used in iPhone advertisements.[381] "Hello" was also used to introduce the original Macintosh, Newton, iMac ("hello (again)"), and iPod.[382]
From the introduction of the Macintosh in 1984, with the 1984 Super Bowl advertisement to the more modern Get a Mac adverts, Apple has been recognized for its efforts towards effective advertising and marketing for its products. However, claims made by later campaigns were criticized,[383] particularly the 2005 Power Mac ads.[384] Apple's product advertisements gained a lot of attention as a result of their eye-popping graphics and catchy tunes.[385] Musicians who benefited from an improved profile as a result of their songs being included on Apple advertisements include Canadian singer Feist with the song "1234" and Yael Naïm with the song "New Soul".[385]
Apple owns a YouTube channel where they release advertisements, tips, and introductions for their devices.[386][387]
Brand semiotics
Semiotics is the study of how meaning is derived from symbols and signs and provides major insight for understanding brand management and brand loyalty. Ferdinand de Saussure, a Swiss linguist and semiotician, created a semiotic model that identifies two parts of a sign: the signified and signifier. The signifier is the perceptual component that we physically see, and the signified is then the concept which the sign refers to. In Saussure’s model, the sign results from the recognition of a sound or object with a concept. In his model, the signified and signifier are “as inseparable as two sides of a piece of paper".[388] The second popular semiotic model that exists is the Peircean Model. Charles Sanders Pierce was a logician. His model, like Saussure’s model, involved the relationship between the elements of signs and objects. However, the Peircean model added that whoever is decoding the sign must have some previous understanding or knowledge about the transmitted message.[389] Peirce’s model can be represented using the three sides of triangle: the representamen (the sign), an object (what the sign represents), and the interpretant (the produced effect by the sign).[388]
The symbolic representation that a brand carries can affect how a consumer “recalls, internalizes, and relates” to the performance of a company. There is plenty of evidence to show that a company can easily fail if they do not keep track of how the brand changes with the media culture. Semiotic research can be used to help a company relate to their customer’s culture over time and help their brand to stand out in competitive markets.[390]
The first two Apple logos are drastically different from each other. However, they both share the sign of an apple. In the original logo designed by Ronald Wayne, Sir Isaac Newton is seen sitting under the infamous apple tree about to bear fruit above, just before his discovery of gravity. Analysis of the semiotics with Saussure's model yields the signified, or sign, of the apple. The signifier represents discovery, innovation, and the notion of thought.[391]
It was quickly realized that the original logo was too complicated and intellectual for the needed purpose. The company’s mission was, and still is, to simplify technology for everyday life. A fun and clever logo that spoke to computer-savvy people was needed. In 1977, Rob Janoff created the iconic rainbow apple symbol that is still recognized today. The logo has double meaning and differs from the many serious corporate logos in existence at the time.[392][page needed]
Apple Inc. is well known for being an innovative company who challenge the status quo and established standards. Again, using Saussure’s semiotic model, the signified, is an apple, but with a bite taken out of it. Because Apple is seen as a challenger in the industry, the most common signifier is the forbidden fruit from the Biblical reference, the Garden of Eden.[393] The signified is the bite from the apple, and the represented signifier is the tree of knowledge, thus symbolizing Apple as a rebellious young company ready to challenge the world[391] and the promise of knowledge that an entire culture of Apple users may gain from the product.[393]
The semiotics of the bite and the color of the logo can also be looked at from a technological viewpoint. The bite is the signified and the computer storage unit, byte, is the signifier. The rainbow color of the logo portrays the message that its computer monitor could be producing color images.[391] Steve Jobs argued that color was crucial for "humanizing the company" at that time.[393]
The only thing to change with the logo since 1977 has been the color. In 1998, a monochromatic logo was implemented with the release of the first iMac. This is the first Mac to not have the iconic rainbow-colored apple since its creation 20 years prior.[394] The new look represents a new era of Apple Inc. The logo's shape had become untouchable and Apple's message is that it is better to be different.[394]
Brand loyalty
—Alex Riley, writing for the BBC[395]
Apple customers gained a reputation for devotion and loyalty early in the company's history. In 1984, BYTE stated that:[396]
There are two kinds of people in the world: people who say Apple isn't just a company, it's a cause; and people who say Apple isn't a cause, it's just a company. Both groups are right. Nature has suspended the principle of noncontradiction where Apple is concerned. Apple is more than just a company because its founding has some of the qualities of myth ... Apple is two guys in a garage undertaking the mission of bringing computing power, once reserved for big corporations, to ordinary individuals with ordinary budgets. The company's growth from two guys to a billion-dollar corporation exemplifies the American Dream. Even as a large corporation, Apple plays David to IBM's Goliath, and thus has the sympathetic role in that myth.
Apple evangelists were actively engaged by the company at one time, but this was after the phenomenon had already been firmly established. Apple evangelist Guy Kawasaki has called the brand fanaticism "something that was stumbled upon,"[397] while Ive explained in 2014 that "People have an incredibly personal relationship" with Apple's products.[102] Apple Store openings and new product releases can draw crowds of hundreds, with some waiting in line as much as a day before the opening.[398][399][400][401] The opening of New York City's Apple Fifth Avenue store in 2006 was highly attended, and had visitors from Europe who flew in for the event.[402] In June 2017, a newlywed couple took their wedding photos inside the then-recently opened Orchard Road Apple Store in Singapore.[403][404] The high level of brand loyalty has been criticized and ridiculed, applying the epithet "Apple fanboy" and mocking the lengthy lines before a product launch.[405] An internal memo leaked in 2015 suggested the company planned to discourage long lines and direct customers to purchase its products on its website.[406]
Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012.[407][408][409][410][411] On September 30, 2013, Apple surpassed Coca-Cola to become the world's most valuable brand in the Omnicom Group's "Best Global Brands" report.[412] Boston Consulting Group has ranked Apple as the world's most innovative brand every year since 2005.[413]
The New York Times in 1985 stated that "Apple above all else is a marketing company".[414] John Sculley agreed, telling The Guardian newspaper in 1997 that "People talk about technology, but Apple was a marketing company. It was the marketing company of the decade."[415] Research in 2002 by NetRatings indicate that the average Apple consumer was usually more affluent and better educated than other PC company consumers. The research indicated that this correlation could stem from the fact that on average Apple Inc. products were more expensive than other PC products.[416][417]
In response to a query about the devotion of loyal Apple consumers, Jonathan Ive responded:
What people are responding to is much bigger than the object. They are responding to something rare—a group of people who do more than simply make something work, they make the very best products they possibly can. It's a demonstration against thoughtlessness and carelessness.[102]
Home page
The Apple website home page has been used to commemorate, or pay tribute to, milestones and events outside of Apple's product offerings, including:
- 2021: Martin Luther King Jr.[418]
- 2020: John Lewis[419]
- 2020: International Women's Day [420]
- 2020: Martin Luther King Jr.[421]
- 2019: Martin Luther King Jr.[422]
- 2018: Martin Luther King Jr.[423]
- 2017: Martin Luther King Jr.[424]
- 2016: Muhammad Ali[425]
- 2016: Bill Campbell (board member and friend)[426]
- 2016: Martin Luther King Jr.[427]
- 2015: Martin Luther King Jr.[428]
- 2014: Robin Williams[429]
- 2013: Nelson Mandela[430]
- 2012: Steve Jobs[431]
- 2011: Steve Jobs[432]
- 2010: Jerome B. York (board member)[433]
- 2007: Al Gore (board member; in honor of his Nobel Peace Prize)[434]
- 2005: Rosa Parks[435]
- 2003: Gregory Hines[436]
- 2001: George Harrison[437]
Headquarters
Apple Inc.'s world corporate headquarters are located in the middle of Silicon Valley, at 1–6 Infinite Loop, Cupertino, California. This Apple campus has six buildings that total 850,000 square feet (79,000 m2) and was built in 1993 by Sobrato Development Cos.[438]
Apple has a satellite campus in neighboring Sunnyvale, California, where it houses a testing and research laboratory.[439] AppleInsider claimed in March 2014 that Apple has a top-secret facility for development of the SG5 electric vehicle project codenamed "Titan" under the shell company name SixtyEight Research.[440]
In 2006, Apple announced its intention to build a second campus in Cupertino about 1 mile (1.6 km) east of the current campus and next to Interstate 280.[441] The new campus building has been designed by Norman Foster.[442] The Cupertino City Council approved the proposed "spaceship" design campus on October 15, 2013, after a 2011 presentation by Jobs detailing the architectural design of the new building and its environs. The new campus is planned to house up to 13,000 employees in one central, four-storied, circular building surrounded by extensive landscape. It will feature a café with room for 3,000 sitting people and parking underground as well as in a parking structure. The 2.8 million square foot facility will also include Jobs's original designs for a fitness center and a corporate auditorium.[443]
Apple has expanded its campuses in Austin, Texas, concurrently with building Apple Park in Cupertino. The expansion consists of two locations, with one having 1.1 million square feet (100,000 m2) of workspace, and the other 216,000 square feet (20,100 m2).[444] Apple will invest $1 billion to build the North Austin campus.[445] At the biggest location, 6,000 employees work on technical support, manage Apple's network of suppliers to fulfill product shipments, aid in maintaining iTunes Store and App Store, handle economy, and continuously update Apple Maps with new data. At its smaller campus, 500 engineers work on next-generation processor chips to run in future Apple products.[446]
Apple's headquarters for Europe, the Middle East and Africa (EMEA) are located in Cork in the south of Ireland.[447][448][449][450][451][452][453] The facility, which opened in 1980, is Apple's first location outside of the United States.[454] Apple Sales International, which deals with all of Apple's international sales outside of the US, is located at Apple's campus in Cork[455] along with Apple Distribution International, which similarly deals with Apple's international distribution network.[456] On April 20, 2012, Apple added 500 new jobs at its European headquarters, increasing the total workforce from around 2,800 to 3,300 employees.[443][448][457] The company will build a new office block on its Hollyhill Campus to accommodate the additional staff.[458] Its United Kingdom headquarters is at Stockley Park on the outskirts of London.[459]
In February 2015, Apple opened its new 180,000-square-foot headquarters in Herzliya, Israel, designed to accommodate approximately 800 employees. This is Apple's third office located within Israel; the first, also in Herzliya, was obtained as part of the Anobit acquisition, and the other is a research center in Haifa.[460][461]
In December 2015, Apple bought a 70,000-square-foot manufacturing facility in North San Jose, California previously used by Maxim Integrated in an $18.2 million deal.[462][463]
Stores
The first Apple Stores were originally opened as two locations in May 2001 by then-CEO Steve Jobs,[464] after years of attempting but failing store-within-a-store concepts.[465] Seeing a need for improved retail presentation of the company's products, he began an effort in 1997 to revamp the retail program to get an improved relationship to consumers, and hired Ron Johnson in 2000.[465] Jobs relaunched Apple's online store in 1997,[466] and opened the first two physical stores in 2001.[464] The media initially speculated that Apple would fail,[467] but its stores were highly successful, bypassing the sales numbers of competing nearby stores and within three years reached US$1 billion in annual sales, becoming the fastest retailer in history to do so.[467] Over the years, Apple has expanded the number of retail locations and its geographical coverage, with 499 stores across 22 countries worldwide as of December 2017[update].[468] Strong product sales have placed Apple among the top-tier retail stores, with sales over $16 billion globally in 2011.[469]
In May 2016, Angela Ahrendts, Apple's then Senior Vice President of Retail, unveiled a significantly redesigned Apple Store in Union Square, San Francisco, featuring large glass doors for the entry, open spaces, and re-branded rooms. In addition to purchasing products, consumers can get advice and help from "Creative Pros" – individuals with specialized knowledge of creative arts; get product support in a tree-lined Genius Grove; and attend sessions, conferences and community events,[470][471] with Ahrendts commenting that the goal is to make Apple Stores into "town squares", a place where people naturally meet up and spend time.[472] The new design will be applied to all Apple Stores worldwide,[473] a process that has seen stores temporarily relocate[474] or close.[475]
Many Apple Stores are located inside shopping malls, but Apple has built several stand-alone "flagship" stores in high-profile locations.[465] It has been granted design patents and received architectural awards for its stores' designs and construction, specifically for its use of glass staircases and cubes.[476] The success of Apple Stores have had significant influence over other consumer electronics retailers, who have lost traffic, control and profits due to a perceived higher quality of service and products at Apple Stores.[477][478] Apple's notable brand loyalty among consumers causes long lines of hundreds of people at new Apple Store openings or product releases.[398][399][400][401] Due to the popularity of the brand, Apple receives a large number of job applications, many of which come from young workers.[469] Although Apple Store employees receive above-average pay, are offered money toward education and health care, and receive product discounts,[469] there are limited or no paths of career advancement.[469] A May 2016 report with an anonymous retail employee highlighted a hostile work environment with harassment from customers, intense internal criticism, and a lack of significant bonuses for securing major business contracts.[479]
Due to the COVID-19 pandemic, Apple closed its stores outside China until March 27, 2020. Despite the stores being closed, hourly workers continue to be paid. Workers across the company are allowed to work remotely if their jobs permit it.[480] On March 24, 2020, in a memo, Senior Vice President of People and Retail Deirdre O’Brien announced that some of its retail stores are expected to reopen at the beginning of April.[481]
По корпоративным связям
Corporate culture
Apple is one of several highly successful companies founded in the 1970s that bucked the traditional notions of corporate culture. Jobs often walked around the office barefoot even after Apple became a Fortune 500 company. By the time of the "1984" television advertisement, Apple's informal culture had become a key trait that differentiated it from its competitors.[482] According to a 2011 report in Fortune, this has resulted in a corporate culture more akin to a startup rather than a multinational corporation.[483] In a 2017 interview, Wozniak credited watching Star Trek and attending Star Trek conventions while in his youth as a source of inspiration for his co-founding Apple.[484]
As the company has grown and been led by a series of differently opinionated chief executives, it has arguably lost some of its original character. Nonetheless, it has maintained a reputation for fostering individuality and excellence that reliably attracts talented workers, particularly after Jobs returned to the company. Numerous Apple employees have stated that projects without Jobs's involvement often took longer than projects with it.[485]
To recognize the best of its employees, Apple created the Apple Fellows program which awards individuals who make extraordinary technical or leadership contributions to personal computing while at the company. The Apple Fellowship has so far been awarded to individuals including Bill Atkinson,[486] Steve Capps,[487] Rod Holt,[486] Alan Kay,[488][489] Guy Kawasaki,[488][490] Al Alcorn,[491] Don Norman,[488] Rich Page,[486] Steve Wozniak,[486] and Phil Schiller.[492]
At Apple, employees are intended to be specialists who are not exposed to functions outside their area of expertise. Jobs saw this as a means of having "best-in-class" employees in every role. For instance, Ron Johnson—Senior Vice President of Retail Operations until November 1, 2011—was responsible for site selection, in-store service, and store layout, yet had no control of the inventory in his stores. This was done by Tim Cook, who had a background in supply-chain management.[493] Apple is known for strictly enforcing accountability. Each project has a "directly responsible individual" or "DRI" in Apple jargon.[483][494] As an example, when iOS senior vice president Scott Forstall refused to sign Apple's official apology for numerous errors in the redesigned Maps app, he was forced to resign.[495] Unlike other major U.S. companies, Apple provides a relatively simple compensation policy for executives that does not include perks enjoyed by other CEOs like country club fees or private use of company aircraft. The company typically grants stock options to executives every other year.[496]
In 2015, Apple had 110,000 full-time employees. This increased to 116,000 full-time employees the next year, a notable hiring decrease, largely due to its first revenue decline. Apple does not specify how many of its employees work in retail, though its 2014 SEC filing put the number at approximately half of its employee base.[497] In September 2017, Apple announced that it had over 123,000 full-time employees.[498]
Apple has a strong culture of corporate secrecy, and has an anti-leak Global Security team that recruits from the National Security Agency, the Federal Bureau of Investigation, and the United States Secret Service.[499][500][501]
In December 2017, Glassdoor said Apple was the 48th best place to work, having originally entered at rank 19 in 2009, peaking at rank 10 in 2012, and falling down the ranks in subsequent years.[502][503]
Lack of innovation
An editorial article in The Verge in September 2016 by technology journalist Thomas Ricker explored some of the public's perceived lack of innovation at Apple in recent years, specifically stating that Samsung has "matched and even surpassed Apple in terms of smartphone industrial design" and citing the belief that Apple is incapable of producing another breakthrough moment in technology with its products. He goes on to write that the criticism focuses on individual pieces of hardware rather than the ecosystem as a whole, stating "Yes, iteration is boring. But it's also how Apple does business. [...] It enters a new market and then refines and refines and continues refining until it yields a success". He acknowledges that people are wishing for the "excitement of revolution", but argues that people want "the comfort that comes with harmony". Furthermore, he writes that "a device is only the starting point of an experience that will ultimately be ruled by the ecosystem in which it was spawned", referring to how decent hardware products can still fail without a proper ecosystem (specifically mentioning that Walkman did not have an ecosystem to keep users from leaving once something better came along), but how Apple devices in different hardware segments are able to communicate and cooperate through the iCloud cloud service with features including Universal Clipboard (in which text copied on one device can be pasted on a different device) as well as inter-connected device functionality including Auto Unlock (in which an Apple Watch can unlock a Mac in close proximity). He argues that Apple's ecosystem is its greatest innovation.[504]
The Wall Street Journal reported in June 2017 that Apple's increased reliance on Siri, its virtual personal assistant, has raised questions about how much Apple can actually accomplish in terms of functionality. Whereas Google and Amazon make use of big data and analyze customer information to personalize results, Apple has a strong pro-privacy stance, intentionally not retaining user data. "Siri is a textbook of leading on something in tech and then losing an edge despite having all the money and the talent and sitting in Silicon Valley", Holger Mueller, a technology analyst, told the Journal. The report further claims that development on Siri has suffered due to team members and executives leaving the company for competitors, a lack of ambitious goals, and shifting strategies. Though switching Siri's functions to machine learning and algorithms, which dramatically cut its error rate, the company reportedly still failed to anticipate the popularity of Amazon's Echo, which features the Alexa personal assistant. Improvements to Siri stalled, executives clashed, and there were disagreements over the restrictions imposed on third-party app interactions. While Apple acquired an England-based startup specializing in conversational assistants, Google's Assistant had already become capable of helping users select Wi-Fi networks by voice, and Siri was lagging in functionality.[505][506]
In December 2017, two articles from The Verge and ZDNet debated what had been a particularly devastating week for Apple's macOS and iOS software platforms. The former had experienced a severe security vulnerability, in which Macs running the then-latest macOS High Sierra software were vulnerable to a bug that let anyone gain administrator privileges by entering "root" as the username in system prompts, leaving the password field empty and twice clicking "unlock", gaining full access.[507] The bug was publicly disclosed on Twitter, rather than through proper bug bounty programs.[508] Apple released a security fix within a day and issued an apology, stating that "regrettably we stumbled" in regards to the security of the latest updates.[509] After installing the security patch, however, file sharing was broken for users, with Apple releasing a support document with instructions to separately fix that issue.[510] Though Apple publicly stated the promise of "auditing our development processes to help prevent this from happening again", users who installed the security update while running the older 10.13.0 version of the High Sierra operating system rather than the then-newest 10.13.1 release experienced that the "root" security vulnerability was re-introduced, and persisted even after fully updating their systems.[511] On iOS, a date bug caused iOS devices that received local app notifications at 12:15am on December 2, 2017 to repeatedly restart.[512] Users were recommended to turn off notifications for their apps.[513] Apple quickly released an update, done during the nighttime in Cupertino, California time[514][515] and outside of their usual software release window,[516] with one of the headlining features of the update needing to be delayed for a few days.[517][518] The combined problems of the week on both macOS and iOS caused The Verge's Tom Warren to call it a "nightmare" for Apple's software engineers and described it as a significant lapse in Apple's ability to protect its more than 1 billion devices.[516] ZDNet's Adrian Kingsley-Hughes wrote that "it's hard to not come away from the last week with the feeling that Apple is slipping".[519] Kingsley-Hughes also concluded his piece by referencing an earlier article, in which he wrote that "As much as I don't want to bring up the tired old 'Apple wouldn't have done this under Steve Jobs's watch' trope, a lot of what's happening at Apple lately is different from what they came to expect under Jobs. Not to say that things didn't go wrong under his watch, but product announcements and launches felt a lot tighter for sure, as did the overall quality of what Apple was releasing." He did, however, also acknowledge that such failures "may indeed have happened" with Jobs in charge, though returning to the previous praise for his demands of quality, stating "it's almost guaranteed that given his personality that heads would have rolled, which limits future failures".[519]
Manufacturing
The company's manufacturing, procurement, and logistics enable it to execute massive product launches without having to maintain large, profit-sapping inventories. In 2011, Apple's profit margins were 40 percent, compared with between 10 and 20 percent for most other hardware companies. Cook's catchphrase to describe his focus on the company's operational arm is: "Nobody wants to buy sour milk".[180][520]
During the Mac's early history Apple generally refused to adopt prevailing industry standards for hardware, instead creating their own.[521] This trend was largely reversed in the late 1990s, beginning with Apple's adoption of the PCI bus in the 7500/8500/9500 Power Macs. Apple has since joined the industry standards groups to influence the future direction of technology standards such as USB, AGP, HyperTransport, Wi-Fi, NVMe, PCIe and others in its products. FireWire is an Apple-originated standard that was widely adopted across the industry after it was standardized as IEEE 1394 and is a legally mandated port in all Cable TV boxes in the United States.[522]
Apple has gradually expanded its efforts in getting its products into the Indian market. In July 2012, during a conference call with investors, CEO Tim Cook said that he "[loves] India", but that Apple saw larger opportunities outside the region.[523] India's requirement that 30% of products sold be manufactured in the country was described as "really adds cost to getting product to market".[524] In October 2013, Indian Apple executives unveiled a plan for selling devices through instalment plans and store-within-a-store concepts, in an effort to expand further into the market. The news followed Cook's acknowledgment of the country in July when sales results showed that iPhone sales in India grew 400% during the second quarter of 2013.[525][526] In March 2016, The Times of India reported that Apple had sought permission from the Indian government to sell refurbished iPhones in the country.[527][528] However, two months later, the application was rejected, citing official country policy.[529][530] In May 2016, Apple opened an iOS app development center in Bangalore and a maps development office for 4,000 staff in Hyderabad.[531][532][533][534] In February 2017, Apple once again requested permission to sell used iPhones in the country.[535][536] The same month, Bloomberg reported that Apple was close to receiving permission to open its first retail store in the country.[537][538] In March, The Wall Street Journal reported that Apple would begin manufacturing iPhone models in India "over the next two months",[539][540] and in May, the Journal wrote that an Apple manufacturer had begun production of iPhone SE in the country,[541][542] while Apple told CNBC that the manufacturing was for a "small number" of units.[543] Reuters reported in December 2017, that Apple and the Indian government were clashing over planned increases to import taxes for components used in mobile phone production, with Apple having engaged in talks with government officials to try to delay the plans, but the Indian government sticking to its policies of no exemptions to its "Make in India" initiative.[544][545] The import tax increases went into effect a few days later, with Apple being hurt the most out of all phone manufacturers, having nine of out ten phones imported into the country, whereas main smartphone competitor Samsung produces almost all of its devices locally.[546] In April 2019, Apple initiated manufacturing of iPhone 7 at its Bengaluru facility, keeping in mind demand from local customers even as they seek more incentives from the government of India.[547] At the beginning of 2020, Tim Cook announced that Apple schedules the opening of its first physical outlet in India for 2021, while an online store is to be launched by the end of the year.[548] In 2020, the purchasing price for an iPhone 7 or SE (2nd generation) was approximately ₹ 20,499 – ₹ 37,900 (about 250–520 USD).
In May 2017, the company announced a $1 billion funding project for "advanced manufacturing" in the United States,[549][550] and subsequently invested $200 million in Corning Inc., a manufacturer of toughened Gorilla Glass technology used in its iPhone devices.[551][552] The following December, Apple's chief operating officer, Jeff Williams, told CNBC that the "$1 billion" amount was "absolutely not" the final limit on its spending, elaborating that "We're not thinking in terms of a fund limit. ... We're thinking about, where are the opportunities across the U.S. to help nurture companies that are making the advanced technology — and the advanced manufacturing that goes with that — that quite frankly is essential to our innovation".[553][554]
Labor practices
The company advertised its products as being made in America until the late 1990s; however, as a result of outsourcing initiatives in the 2000s, almost all of its manufacturing is now handled abroad. According to a report by The New York Times, Apple insiders "believe the vast scale of overseas factories, as well as the flexibility, diligence and industrial skills of foreign workers, have so outpaced their American counterparts that "Made in the U.S.A." is no longer a viable option for most Apple products".[555]
In 2006, one complex of factories that assembled the iPod and other items had over 200,000 workers living and working within it. Employees regularly worked more than 60 hours per week and made around $100 per month. A little over half of the workers' earnings was required to pay for rent and food from the company.[556][557][558][559]
Apple immediately launched an investigation after the 2006 media report, and worked with their manufacturers to ensure acceptable working conditions.[560] In 2007, Apple started yearly audits of all its suppliers regarding worker's rights, slowly raising standards and pruning suppliers that did not comply. Yearly progress reports have been published since 2008.[561] In 2011, Apple admitted that its suppliers' child labor practices in China had worsened.[562]
The Foxconn suicides occurred between January and November 2010, when 18[563] Foxconn (Chinese: 富士康) employees attempted suicide, resulting in 14 deaths—the company was the world's largest contract electronics manufacturer, for clients including Apple, at the time.[563][564][565] The suicides drew media attention, and employment practices at Foxconn were investigated by Apple.[566] Apple issued a public statement about the suicides, and company spokesperson Steven Dowling said:
[Apple is] saddened and upset by the recent suicides at Foxconn ... A team from Apple is independently evaluating the steps they are taking to address these tragic events and we will continue our ongoing inspections of the facilities where our products are made.[567]
The statement was released after the results from the company's probe into its suppliers' labor practices were published in early 2010. Foxconn was not specifically named in the report, but Apple identified a series of serious labor violations of labor laws, including Apple's own rules, and some child labor existed in a number of factories.[567] Apple committed to the implementation of changes following the suicides.[568]
Also in 2010, workers in China planned to sue iPhone contractors over poisoning by a cleaner used to clean LCD screens. One worker claimed that he and his coworkers had not been informed of possible occupational illnesses.[569] After a high suicide rate in a Foxconn facility in China making iPads and iPhones, albeit a lower rate than that of China as a whole,[570] workers were forced to sign a legally binding document guaranteeing that they would not kill themselves.[571] Workers in factories producing Apple products have also been exposed to n-hexane, a neurotoxin that is a cheaper alternative than alcohol for cleaning the products.[572][573][574]
A 2014 BBC investigation found excessive hours and other problems persisted, despite Apple's promise to reform factory practice after the 2010 Foxconn suicides. The Pegatron factory was once again the subject of review, as reporters gained access to the working conditions inside through recruitment as employees. While the BBC maintained that the experiences of its reporters showed that labor violations were continuing since 2010, Apple publicly disagreed with the BBC and stated: "We are aware of no other company doing as much as Apple to ensure fair and safe working conditions".[568]
In December 2014, the Institute for Global Labour and Human Rights published a report which documented inhumane conditions for the 15,000 workers at a Zhen Ding Technology factory in Shenzhen, China, which serves as a major supplier of circuit boards for Apple's iPhone and iPad. According to the report, workers are pressured into 65-hour work weeks which leaves them so exhausted that they often sleep during lunch breaks. They are also made to reside in "primitive, dark and filthy dorms" where they sleep "on plywood, with six to ten workers in each crowded room." Omnipresent security personnel also routinely harass and beat the workers.[575][576]
In 2019, there were reports stating that some of Foxconn's managers had used rejected parts to build iPhones and that Apple was investigating the issue.[577]
Environmental practices and initiatives
Apple Energy
Apple Energy, LLC is a wholly owned subsidiary of Apple Inc. that sells solar energy. As of June 6, 2016[update], Apple's solar farms in California and Nevada have been declared to provide 217.9 megawatts of solar generation capacity.[578][579] In addition to the company's solar energy production, Apple has received regulatory approval to construct a landfill gas energy plant in North Carolina. Apple will use the methane emissions to generate electricity.[580] Apple's North Carolina data center is already powered entirely with energy from renewable sources.[581]
Energy and resources
Following a Greenpeace protest, Apple released a statement on April 17, 2012, committing to ending its use of coal and shifting to 100% renewable clean energy.[582][583] By 2013, Apple was using 100% renewable energy to power their data centers. Overall, 75% of the company's power came from clean renewable sources.[584]
In 2010, Climate Counts, a nonprofit organization dedicated to directing consumers toward the greenest companies, gave Apple a score of 52 points out of a possible 100, which puts Apple in their top category "Striding".[585] This was an increase from May 2008, when Climate Counts only gave Apple 11 points out of 100, which placed the company last among electronics companies, at which time Climate Counts also labeled Apple with a "stuck icon", adding that Apple at the time was "a choice to avoid for the climate-conscious consumer".[586]
In May 2015, Greenpeace evaluated the state of the Green Internet and commended Apple on their environmental practices saying, "Apple's commitment to renewable energy has helped set a new bar for the industry, illustrating in very concrete terms that a 100% renewable Internet is within its reach, and providing several models of intervention for other companies that want to build a sustainable Internet."[587]
As of 2016[update], Apple states that 100% of its U.S. operations run on renewable energy, 100% of Apple's data centers run on renewable energy and 93% of Apple's global operations run on renewable energy.[588] However, the facilities are connected to the local grid which usually contains a mix of fossil and renewable sources, so Apple carbon offsets its electricity use.[589][590] The Electronic Product Environmental Assessment Tool (EPEAT) allows consumers to see the effect a product has on the environment. Each product receives a Gold, Silver, or Bronze rank depending on its efficiency and sustainability. Every Apple tablet, notebook, desktop computer, and display that EPEAT ranks achieves a Gold rating, the highest possible. Although Apple's data centers recycle water 35 times,[591] the increased activity in retail, corporate and data centers also increase the amount of water use to 573 million US gal (2.2 million m3) in 2015.[592]
During an event on March 21, 2016, Apple provided a status update on its environmental initiative to be 100% renewable in all of its worldwide operations. Lisa P. Jackson, Apple's vice president of Environment, Policy and Social Initiatives who reports directly to CEO, Tim Cook, announced that as of March 2016[update], 93% of Apple's worldwide operations are powered with renewable energy. Also featured was the company's efforts to use sustainable paper in their product packaging; 99% of all paper used by Apple in the product packaging comes from post-consumer recycled paper or sustainably managed forests, as the company continues its move to all paper packaging for all of its products.[593][594] Apple working in partnership with Conservation Fund, have preserved 36,000 acres of working forests in Maine and North Carolina. Another partnership announced is with the World Wildlife Fund to preserve up to 1,000,000 acres (4,000 km2) of forests in China. Featured was the company's installation of a 40 MW solar power plant in the Sichuan province of China that was tailor-made to coexist with the indigenous yaks that eat hay produced on the land, by raising the panels to be several feet off of the ground so the yaks and their feed would be unharmed grazing beneath the array. This installation alone compensates for more than all of the energy used in Apple's Stores and Offices in the whole of China, negating the company's energy carbon footprint in the country. In Singapore, Apple has worked with the Singaporean government to cover the rooftops of 800 buildings in the city-state with solar panels allowing Apple's Singapore operations to be run on 100% renewable energy. Liam was introduced to the world, an advanced robotic disassembler and sorter designed by Apple Engineers in California specifically for recycling outdated or broken iPhones. Reuses and recycles parts from traded in products.[595]
Apple announced on August 16, 2016, that Lens Technology, one of its major suppliers in China, has committed to power all its glass production for Apple with 100 percent renewable energy by 2018. The commitment is a large step in Apple's efforts to help manufacturers lower their carbon footprint in China.[596] Apple also announced that all 14 of its final assembly sites in China are now compliant with UL's Zero Waste to Landfill validation. The standard, which started in January 2015, certifies that all manufacturing waste is reused, recycled, composted, or converted into energy (when necessary). Since the program began, nearly, 140,000 metric tons of waste have been diverted from landfills.[597][better source needed]
On July 21, 2020, Apple announced its plan to become carbon neutral across its entire business, manufacturing supply chain, and product life cycle by 2030. In the next 10 years, Apple will try to lower emissions with a series of innovative actions, including: low carbon product design, expanding energy efficiency, renewable energy, process and material innovations, and carbon removal.[598]
In April 2021, Apple said that it had started a $200 million fund in order to combat climate change by removing 1 million metric tons of carbon dioxide from the atmosphere each year.[599]
Toxins
Following further campaigns by Greenpeace,[600] in 2008, Apple became the first electronics manufacturer to fully eliminate all polyvinyl chloride (PVC) and brominated flame retardants (BFRs) in its complete product line.[601][602] In June 2007, Apple began replacing the cold cathode fluorescent lamp (CCFL) backlit LCD displays in its computers with mercury-free LED-backlit LCD displays and arsenic-free glass, starting with the upgraded MacBook Pro.[603][604][605][606][607] Apple offers comprehensive and transparent information about the CO2e, emissions, materials, and electrical usage concerning every product they currently produce or have sold in the past (and which they have enough data needed to produce the report), in their portfolio on their homepage. Allowing consumers to make informed purchasing decisions on the products they offer for sale.[608] In June 2009, Apple's iPhone 3GS was free of PVC, arsenic, and BFRs.[603][609][610] All Apple products now have mercury-free LED-backlit LCD displays, arsenic-free glass, and non-PVC cables. All Apple products have EPEAT Gold status and beat the latest Energy Star guidelines in each product's respective regulatory category.[603][611]
In November 2011, Apple was featured in Greenpeace's Guide to Greener Electronics, which ranks electronics manufacturers on sustainability, climate and energy policy, and how "green" their products are. The company ranked fourth of fifteen electronics companies (moving up five places from the previous year) with a score of 4.6/10.[612][613] Greenpeace praises Apple's sustainability, noting that the company exceeded its 70% global recycling goal in 2010. It continues to score well on the products rating with all Apple products now being free of PVC plastic and BFRs. However, the guide criticizes Apple on the Energy criteria for not seeking external verification of its greenhouse gas emissions data and for not setting out any targets to reduce emissions.[614] In January 2012, Apple requested that its cable maker, Volex, begin producing halogen-free USB and power cables.[615][616]
Green bonds
In February 2016, Apple issued a US$1.5 billion green bond (climate bond), the first ever of its kind by a U.S. tech company. The green bond proceeds are dedicated to the financing of environmental projects.[617][618]
Finance
Apple is the world's largest information technology company by revenue, the world's largest technology company by total assets,[619] and the world's second-largest mobile phone manufacturer after Samsung.[620][621]
In its fiscal year ending in September 2011, Apple Inc. reported a total of $108 billion in annual revenues—a significant increase from its 2010 revenues of $65 billion—and nearly $82 billion in cash reserves.[622] On March 19, 2012, Apple announced plans for a $2.65-per-share dividend beginning in fourth quarter of 2012, per approval by their board of directors.[623]
The company's worldwide annual revenue in 2013 totaled $170 billion.[624] In May 2013, Apple entered the top ten of the Fortune 500 list of companies for the first time, rising 11 places above its 2012 ranking to take the sixth position.[625] As of 2016[update], Apple has around US$234 billion of cash and marketable securities, of which 90% is located outside the United States for tax purposes.[626]
Apple amassed 65% of all profits made by the eight largest worldwide smartphone manufacturers in quarter one of 2014, according to a report by Canaccord Genuity. In the first quarter of 2015, the company garnered 92% of all earnings.[627]
On April 30, 2017, The Wall Street Journal reported that Apple had cash reserves of $250 billion,[628] officially confirmed by Apple as specifically $256.8 billion a few days later.[629]
As of August 3, 2018[update], Apple was the largest publicly traded corporation in the world by market capitalization. On August 2, 2018, Apple became the first publicly traded U.S. company to reach a $1 trillion market value.[16][17] Apple was ranked No. 4 on the 2018 Fortune 500 rankings of the largest United States corporations by total revenue.[630]
Year | Revenue in mil. USD | Net income in mil. USD | Total assets in mil. USD | Employees |
---|---|---|---|---|
2000[631] | 7,983 | 786 | 6,803 | |
2001[632] | 5,363 | −25 | 6,021 | |
2002[633] | 5,742 | 65 | 6,298 | |
2003[634] | 6,207 | 69 | 6,815 | |
2004[635] | 8,279 | 274 | 8,050 | |
2005[636] | 13,931 | 1,328 | 11,516 | 14,800 |
2006[637] | 19,315 | 1,989 | 17,205 | 17,800 |
2007[638] | 24,578 | 3,495 | 25,347 | 21,600 |
2008[639] | 37,491 | 6,119 | 36,171 | 32,000 |
2009[640] | 42,905 | 8,235 | 47,501 | 34,300 |
2010[641] | 65,225 | 14,013 | 75,183 | 46,600 |
2011[642] | 108,249 | 25,922 | 116,371 | 60,400 |
2012[643] | 156,508 | 41,733 | 176,064 | 72,800 |
2013[644] | 170,910 | 37,037 | 207,000 | 80,300 |
2014[645] | 182,795 | 39,510 | 231,839 | 92,600 |
2015[646] | 233,715 | 53,394 | 290,345 | 110,000 |
2016[647] | 215,639 | 45,687 | 321,686 | 116,000 |
2017[648] | 229,234 | 48,351 | 375,319 | 123,000 |
2018[649] | 265,595 | 59,531 | 365,725 | 132,000 |
2019[650] | 260,174 | 55,256 | 338,516 | 137,000 |
2020[4] | 274,515 | 57,411 | 323,888 | 147,000 |
Tax practices
Apple has created subsidiaries in low-tax places such as Ireland, the Netherlands, Luxembourg, and the British Virgin Islands to cut the taxes it pays around the world. According to The New York Times, in the 1980s Apple was among the first tech companies to designate overseas salespeople in high-tax countries in a manner that allowed the company to sell on behalf of low-tax subsidiaries on other continents, sidestepping income taxes. In the late 1980s, Apple was a pioneer of an accounting technique known as the "Double Irish with a Dutch sandwich," which reduces taxes by routing profits through Irish subsidiaries and the Netherlands and then to the Caribbean.[651]
British Conservative Party Member of Parliament Charlie Elphicke published research on October 30, 2012,[652] which showed that some multinational companies, including Apple Inc., were making billions of pounds of profit in the UK, but were paying an effective tax rate to the UK Treasury of only 3 percent, well below standard corporation tax. He followed this research by calling on the Chancellor of the Exchequer George Osborne to force these multinationals, which also included Google and The Coca-Cola Company, to state the effective rate of tax they pay on their UK revenues. Elphicke also said that government contracts should be withheld from multinationals who do not pay their fair share of UK tax.[653]
Apple Inc. claims to be the single largest taxpayer to the Department of the Treasury of the United States of America with an effective tax rate of approximately of 26% as of the second quarter of the Apple fiscal year 2016.[654] In an interview with the German newspaper FAZ in October 2017, Tim Cook stated, that Apple is the biggest taxpayer worldwide.[655]
In 2015, Reuters reported that Apple had earnings abroad of $54.4 billion which were untaxed by the IRS of the United States. Under U.S. tax law governed by the IRC, corporations don't pay income tax on overseas profits unless the profits are repatriated into the United States and as such Apple argues that to benefit its shareholders it will leave it overseas until a repatriation holiday or comprehensive tax reform takes place in the United States.[656][657]
On July 12, 2016 the Central Statistics Office of Ireland announced that 2015 Irish GDP had grown by 26.3%, and 2015 Irish GNP had grown by 18.7%.[658] The figures attracted international scorn, and were labelled by Nobel-prize winning economist, Paul Krugman, as leprechaun economics. It was not until 2018 that Irish economists could definitively prove that the 2015 growth was due to Apple restructuring its controversial double Irish subsidiaries (Apple Sales International), which Apple converted into a new Irish capital allowances for intangible assets tax scheme (expires in January 2020). The affair required the Central Bank of Ireland to create a new measure of Irish economic growth, Modified GNI* to replace Irish GDP, given the distortion of Apple's tax schemes. Irish GDP is 143% of Irish Modified GNI*.
On August 30, 2016, after a two-year investigation, the EU Competition Commissioner concluded Apple received "illegal State aid" from Ireland. The EU ordered Apple to pay 13 billion euros ($14.5 billion), plus interest, in unpaid Irish taxes for 2004–2014.[659] It is the largest tax fine in history.[660] The Commission found that Apple had benefited from a private Irish Revenue Commissioners tax ruling regarding its double Irish tax structure, Apple Sales International (ASI).[661] Instead of using two companies for its double Irish structure, Apple was given a ruling to split ASI into two internal "branches".[662] The Chancellor of Austria, Christian Kern, put this decision into perspective by stating that "every Viennese cafe, every sausage stand pays more tax in Austria than a multinational corporation".[663]
As of April 24, 2018[update], Apple agreed to start paying €13 billion in back taxes to the Irish government, the repayments will be held in an escrow account while Apple and the Irish government continue their appeals in EU courts.[664]
On July 15, 2020, the EU General Court annuls the European Commission’s decision in Apple State aid case: Apple will not have to repay €13 billion to Ireland.[665]
Board of directors
As of October 26, 2019[update] the following individuals sit on the board of Apple Inc.[666]
- Arthur D. Levinson (chairman)
- Tim Cook (executive director and CEO)
- James A. Bell (non-executive director)
- Al Gore (non-executive director)
- Andrea Jung (non-executive director)
- Ronald Sugar (non-executive director)
- Susan Wagner (non-executive director)
Executive management
As of March 16, 2021[update] the management of Apple Inc. includes:[666]
- Tim Cook (chief executive officer)
- Jeff Williams (chief operating officer)
- Luca Maestri (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 Josiwak (senior vice president – Worldwide Marketing)
- Johny Srouji (senior vice president – Hardware Technologies)
- Sabih Khan (senior vice president – Operations)
- Lisa P. Jackson (vice president – Environment, Policy, and Social Initiatives)
- Isabel Ge Mahe (vice president and managing director – Greater China)
- Tor Myhren (vice president – Marketing Communications)
- Adrian Perica (vice president – Corporate Development)
List of chief executives
- Michael Scott (1977–1981)
- Mike Markkula (1981–1983)
- John Sculley (1983–1993)
- Michael Spindler (1993–1996)
- Gil Amelio (1996–1997)
- Steve Jobs (1997–2011)
- Tim Cook (2011–present)
List of chairmen
The role of Chairman of the Board has not always been in use; notably, between 1981 to 1985, and 1997 to 2011.[667]
- Mike Markkula (1977–1981)
- Steve Jobs (1985)
- Mike Markkula (1985–1993); second term
- John Sculley (1993)
- Mike Markkula (1993–1997); third term
- Steve Jobs (2011); second term
- Arthur D. Levinson (2011– present)
Litigation
Apple has been a participant in various legal proceedings and claims since it began operation.[668] In particular, Apple is known for and promotes itself as actively and aggressively enforcing its intellectual property interests. Some litigation examples include Apple v. Samsung, Apple v. Microsoft, Motorola Mobility v. Apple Inc., and Apple Corps v. Apple Computer. Apple has also had to defend itself against charges on numerous occasions of violating intellectual property rights. Most have been dismissed in the courts as shell companies known as patent trolls, with no evidence of actual use of patents in question.[669] On December 21, 2016, Nokia announced that in the U.S. and Germany, it has filed a suit against Apple, claiming that the latter's products infringe on Nokia's patents.[670][671] Most recently, in November 2017, the United States International Trade Commission announced an investigation into allegations of patent infringement in regards to Apple's remote desktop technology; Aqua Connect, a company that builds remote desktop software, has claimed that Apple infringed on two of its patents.[672]
Privacy stance
Apple has a notable pro-privacy stance, actively making privacy-conscious features and settings part of its conferences, promotional campaigns, and public image.[673][674][675] With its iOS 8 mobile operating system in 2014, the company started encrypting all contents of iOS devices through users' passcodes, making it impossible at the time for the company to provide customer data to law enforcement requests seeking such information.[676] With the popularity rise of cloud storage solutions, Apple began a technique in 2016 to do deep learning scans for facial data in photos on the user's local device and encrypting the content before uploading it to Apple's iCloud storage system.[677] It also introduced "differential privacy", a way to collect crowdsourced data from many users, while keeping individual users anonymous, in a system that Wired described as "trying to learn as much as possible about a group while learning as little as possible about any individual in it".[678] Users are explicitly asked if they want to participate, and can actively opt-in or opt-out.[679]
With Apple's release of an update to iOS 14, Apple required all developers of iPhone, iPad, and iPod touch applications to directly ask iPhone users permission to track them. The feature, titled "App Tracking Transparency", received heavy criticism from Facebook, whose primary business model revolves around the tracking of users' data and sharing such data with advertisers so users can see more relevant ads, a technique commonly known as targeted advertising. Despite Facebook's measures, including purchasing full-page newspaper advertisements protesting App Tracking Transparency, Apple released the update in mid-spring 2021. A study by Verizon subsidiary Flurry Analytics reported only 4% of iOS users in the United States and 12% worldwide have opted into tracking.[680][681][682][683]
However, Apple aids law enforcement in criminal investigations by providing iCloud backups of users' devices,[684][685][686] and the company's commitment to privacy has been questioned by its efforts to promote biometric authentication technology in its newer iPhone models, which don't have the same level of constitutional privacy as a passcode in the United States.[687]
Charitable causes
Apple is a partner of (PRODUCT)RED, a fundraising campaign for AIDS charity. In November 2014, Apple arranged for all App Store revenue in a two-week period to go to the fundraiser,[688] generating more than US$20 million,[689][690] and in March 2017, it released an iPhone 7 with a red color finish.[691][692]
Apple contributes financially to fundraisers in times of natural disasters. In November 2012, it donated $2.5 million to the American Red Cross to aid relief efforts after Hurricane Sandy,[693] and in 2017 it donated $5 million to relief efforts for both Hurricane Irma and Hurricane Harvey,[694] as well as for the 2017 Central Mexico earthquake.[695] The company has also used its iTunes platform to encourage donations, including, but not limited to, help the American Red Cross in the aftermath of the 2010 Haiti earthquake,[696] followed by similar procedure in the aftermath of the 2011 Japan earthquake,[697] Typhoon Haiyan in the Philippines in November 2013,[698] and European migrant crisis in September 2015.[699] Apple emphasizes that it does not incur any processing or other fees for iTunes donations, sending 100% of the payments directly to relief efforts, though it also acknowledges that the Red Cross does not receive any personal information on the users donating and that the payments may not be tax deductible.[700]
On April 14, 2016, Apple and the World Wide Fund for Nature (WWF) announced that they have engaged in a partnership to, "help protect life on our planet." Apple released a special page in the iTunes App Store, Apps for Earth. In the arrangement, Apple has committed that through April 24, WWF will receive 100% of the proceeds from the applications participating in the App Store via both the purchases of any paid apps and the In-App Purchases. Apple and WWF's Apps for Earth campaign raised more than $8 million in total proceeds to support WWF's conservation work. WWF announced the results at WWDC 2016 in San Francisco.[701][702][703]
During the COVID-19 pandemic, Apple's CEO Cook announced that the company will be donating "millions" of masks to health workers in the United States and Europe.[704]
On January 13, 2021, Apple announced a $100 million "Racial Equity and Justice Initiative" to help combat institutional racism worldwide.[705]
Критика и споры
Apple has been criticized for alleged unethical business practices such as anti-competitive behavior, rash litigation,[707] dubious tax tactics, production methods involving the use of sweatshop labor,[708][709] customer service issues involving allegedly misleading warranties and insufficient data security, and its products' environmental footprint. Critics have claimed that Apple products combine stolen and/or purchased designs that Apple claims are its original creations.[710][711] It has been criticized for its alleged collaboration with the U.S. surveillance program PRISM.[712] The company denied any collaboration.[713]
Apple's issues regarding music over the years include those with the European Union regarding iTunes,[714] trouble over updating the Spotify app on Apple devices[715] and collusion with record labels.[716]
Apple has faced scrutiny for its tax practices; this includes engaging in a Double Irish Arrangement with Ireland's government, in order to reduce the amount of taxes that the company paid between the years of 2004–2014.[717] A probe into Apple's tax-reduction methods in offshore havens, conducted in 2013, resulted in a 40-page memorandum, in which the U.S. Senate claimed that Apple had not paid corporate taxes for five years due to its deals with the Irish government and its subsidiaries.[718] Since then, all Double Irish activities were force-closed by the European Union (in 2014); additionally, in late August 2016, the EU ruled that Ireland was required to claw back $14.5b in Apple-owned funds, thus becoming the largest tax battle in history.[719]
In 2018–19, Apple faced criticism for its failure to approve NVIDIA web drivers for GPUs installed on legacy Mac Pro machines (up to mid 2012 5,1 running macOS Mojave 10.14). Without access to Apple-approved NVIDIA web drivers, Apple users faced replacing their NVIDIA cards with graphic cards produced by supported brands (such as the AMD Radeon), from a list of recommendations provided by Apple to its consumers.
In June 2019, Apple issued a recall for its 2015 MacBook Pro Retina 15" following reports of batteries catching fire. The recall affected 432,000 units, and Apple was criticized for the long waiting periods consumers experienced, sometimes extending up to 3 weeks for replacements to arrive; the company also did not provide alternative replacements or repair options.[720][721][722]
Ireland's Data Protection Commission also launched a privacy investigation to examine whether Apple complied with the EU's GDPR law following an investigation into how the company processes personal data with targeted ads on its platform.[723][724]
In July 2019, following a campaign by the "right to repair" movement, challenging Apple's tech repair restrictions on devices, the FTC held a workshop to establish the framework of a future nationwide Right to Repair rule. The movement argues Apple is preventing consumers from legitimately fixing their devices at local repair shops which is having a negative impact on consumers.[725][726][727]
The United States Department of Justice also began a review of Big Tech firms to establish whether they could be unlawfully stifling competition in a broad antitrust probe in 2019.[728][729]
In December 2019, a report found that the iPhone 11 Pro continues tracking location and collecting user data even after users have disabled location services. In response, an Apple engineer said the Location Services icon "appears for system services that do not have a switch in settings."[730]
In January 2020, US President Donald Trump and attorney general William P. Barr criticised Apple for refusing to unlock two iPhones of a Saudi national, Mohammed Saeed Alshamrani, who shot and killed three American sailors and injured eight others in the Naval Air Station Pensacola. The shooting was declared an "act of terrorism" by the FBI,[731] but Apple denied to crack the phones citing its data privacy policy.[732][733]
On March 16, 2020, France fined Apple €1.1 billion for colluding with two wholesalers to stifle competition and keep prices high by handicapping independent resellers. The arrangement created aligned prices for Apple products such as iPads and personal computers for about half the French retail market. According to the French regulators, the abuses occurred between 2005 and 2017 but were first discovered after a complaint by an independent reseller, eBizcuss, in 2012.[734]
On August 13, 2020, Epic Games, the maker of the popular game Fortnite, sued Apple and Google after its hugely popular video game was removed from Apple and Google’s App Store. The suits come after both Apple and Google blocked the game after it introduced a direct payment system, effectively shutting out the tech titans from collecting fees.[735] In September 2020 Epic Games founded the Coalition for App Fairness together with other thirteen companies, which aims for better conditions for the inclusion of apps in the app stores.[736] Later in December 2020, Facebook agreed to assist Epic in their legal game against Apple, planning to support the company by providing materials and documents to Epic. Facebook had, however, stated that the company will not participate directly with the lawsuit, although did commit to helping with the discovery of evidence relating to the trial of 2021. In the months prior to their agreement, Facebook had been dealing with feuds against Apple relating to the prices of paid apps as well as privacy rule changes.[737] Head of ad products for Facebook Dan Levy commented, saying that "this is not really about privacy for them, this is about an attack on personalized ads and the consequences it's going to have on small-business owners," commenting on the full-page ads placed by Facebook in various newspapers in December 2020.[738][739]
Apple Inc., shareholders increased pressure on the company to publicly commit “to respect freedom of expression as a human right”, upon which Apple committed to freedom of expression and information in its human rights policy document. It said that the policy is based on the guidelines of the United Nations on business and human rights, in early September 2020.[740]
On November 19, 2020, it was announced that Apple will be paying out $113 million related to lawsuits stemming from their iPhone's battery problems and subsequent performance slow-downs.[741] Apple continues to face litigation related to the performance throttling of iPhone 6 and 7 devices, an action that Apple argued was done in order to balance the functionality of the software with the impacts of a chemically aged battery.[742] On January 25, 2021, Apple was hit with another lawsuit from an Italian consumer group, with more groups to follow, despite the rationale for the throttling.[743]
On November 30, 2020, the Italian antitrust authority AGCM fined Apple $12 Million for misleading trade practices. AGCM stated that Apple's claims of iPhone's water resistance weren't true as the phones could only resist water up to 4 meters deep in ideal laboratory conditions and not in regular circumstances. The authority added that Apple provided no assistance to customers with water-damaged phones, which it said constituted an aggressive trade practice.[744]
Смотрите также
- List of Apple Inc. media events
- Pixar
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дальнейшее чтение
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Внешние ссылки
- Official website
- Business data for Apple Inc.:
- Google Finance
- Yahoo! Finance
- SEC filings
- Apple Inc. companies grouped at OpenCorporates
- Geographic data related to Apple Inc. headquarters at OpenStreetMap