Skip to main content

AAPL Company

See All Stories

Breaking news from Cupertino. We’ll give you the latest from Apple headquarters and decipher fact from fiction from the rumor mill.

AAPL company Apple Park

AAPL is a California-based computer company that became the most successful smartphone company in the world.

AAPL defined by Apple

Here’s how Apple defines itself:

Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch, and Apple TV. Apple’s five software platforms — iOS, iPadOS, macOS, watchOS, and tvOS — provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay, and iCloud. Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it.

Key AAPL history

From Apple I to iMac

Apple was founded in 1976 by Steve Jobs (Steve), Steve Wozniak (Woz), and (briefly) Ronald Wayne as a business partnership: Apple Computer Company. The following year it became Apple Computer, Inc. The company’s first product was the Apple I, a personal computer hand-built by Woz and sold in part-completed kit form. The Apple II and Apple III followed.

The modern Apple as we know it today began in 1983, with the launch of the first personal computer with a graphical user interface, the Lisa. Way too expensive to succeed, it was replaced by the Macintosh in 1984, launched with the single showing of a Ridley Scott commercial during the Super Bowl. The Macintosh transformed the world’s understanding of what a computer was, and would eventually lead to Microsoft adopting the GUI approach.

Steve Jobs and then Apple-CEO John Scully fell out in 1985, when Steve wanted to focus on the Macintosh while Scully wanted to put more attention on the Apple II, which was still selling well. That led to Steve being forced out of the company and going off to form NeXT.

Apple focused on selling Macintosh models at the highest possible margins, but would eventually fall foul of a mix of unsustainable pricing in the face of competition from Windows machines, and an overly complex product lineup. By 1996, the company was in trouble, and in 1997 Steve was brought back, along with the NeXT operating system, which would eventually form the basis of Mac OS X.

Steve simplified the Mac lineup and had industrial designer Jony Ive work on a whole new look for a consumer desktop Mac, the colorful iMac. The iMac, like the original Macintosh, again changed the world’s understanding of what a computer was, and who should want one.

From Apple Computer, Inc. to Apple, Inc.

In 2001, Apple launched the iPod. Although this wasn’t the first mp3 player, it was massively better than anything on the market at the time, and succeeded in turning a geeky piece of technology into a consumer electronics product with mass-market appeal.

The success of the iPod paved the way into other mobile devices. Apple was working on what would eventually become the iPad, when Steve realized that this was the basis of a smartphone. He diverted the team’s work into this, to launch the iPhone in 2007. The iPad launched later, in 2010.

The iPhone was yet another transformational product. While most other smartphones of the time were clunky devices with a keyboard and stylus, the iPhone was a sleek-looking device operated with a finger, and so simple that no user guide was needed. It was with the launch of the iPhone that Apple Computer, Inc. was renamed to Apple, Inc.

From Intel to Apple Silicon

While the iPhone, iPad, Apple Watch, and more are made with Apple-designed processors, the Mac lineup has historically relied on third-party companies for its CPUs. Over the years, Macs progressed from Motorola 680000 series chips through PowerPC to Intel.

In 2020, Apple began a two-year transition to the final stage in that journey, with Macs too finally getting Apple-designed chips. The first such is the M1 chip, used in the latest Mac mini, MacBook Air, and 13-inch MacBook Pro. Other Apple Silicon Macs followed.

AAPL today

Apple is one of the largest companies in the world. It was the first publicly traded company to hit a trillion-dollar valuation in 2018, $2 trillion in 2020, and $3T in 2022.

The company’s product lineup includes five different Mac families (MacBook Air, MacBook Pro, iMac, Mac Pro, and Mac mini); four iPad ranges (iPad mini, iPad, iPad Air, iPad Pro); four iPhone 12 models (12, 12 mini, 12 Pro, 12 Pro Max); three main Apple Watch models (SE, Series 3, Series 6); as well as other products, including Apple TV, AirPods, and HomePod mini.

In addition to hardware sales, Apple derives a growing proportion of its income from Services, including the App Store, iCloud, Apple Music, and Apple Pay.

Apple teaching an AI system to make sense of app screens – could power advanced Siri

Ferret-UI could power advanced Siri | Concept image of Siri logo in thought bubble

An Apple research paper describes how the company has been developing Ferret-UI, a generative AI system specifically designed to be able to make sense of app screens.

The paper is somewhat vague about the potential applications of this – likely deliberately so – but the most exciting possibility would be to power a much more advanced Siri

Expand Expanding Close

EU investigating Apple’s response to Spotify complaint [U]

Apple under 4th DMA non-compliance investigation | Apple Park campus

The European Union is investigating Apple’s response to a Spotify complaint, to determine whether the anti-steering changes made by the Cupertino company are sufficient to comply.

Update: GamesFray had suggested that this amounted to a fourth DMA non-compliance investigation into Apple, but it’s now my understanding that they have misinterpreted remarks made by a regulatory risk company …

Expand Expanding Close

Apple chip production largely back on track thanks to advanced building designs

Apple chip production largely back on track | Stock image of modern buildings

Apple chip production is largely back on track following the major earthquake in Taiwan, thanks in part due to “world-class seismic mitigation measures” in TSMC’s plants.

Some plants were temporarily evacuated to ensure the safety of employees, and there was some damage – the worst of which appears to have been to the company’s most advanced plant, using the 2nm process expected to be used for the iPhone 17 Pro chips …

Expand Expanding Close

An Apple Robot is less likely to happen than an Apple Car

An Apple Robot is unlikely | Figure 01 shown

With Apple now having dragged its decade-long car project to the trash can, the company is reportedly now working on another skunk-works project: an Apple Robot.

Both self-driving cars and home robots have a lot in common. They have long been a science-fiction dream, and nobody has come anywhere close to realizing that dream. But a truly useful and capable domestic robot is an even bigger challenge than an autonomous car …

Expand Expanding Close

Installing a third-party app store takes a dozen ‘irritating and scary’ screens

Installing a third-party app store | Programmable calculator and physics notes

Installing a third-party app store is now possible for iPhone owners in the EU – but it’s not exactly a quick-and-easy process.

It seems a safe bet that this is a deliberate move on Apple’s part to deter people from doing it – something which is likely to land the company in court on antitrust charges …

Expand Expanding Close

EU may require Apple to let iPhone owners delete the Photos app

EU may let us delete the Photos app

A remark by EU competition head Margrethe Vestager has suggested that Apple may be required to let iPhone owners delete the Photos app.

While this possibility hasn’t previously been raised, Vestager mentioned in a brief speech that this was one of the things Apple had failed to do in its DMA response – and it would obviously involve a massive change to the way iOS works …

Expand Expanding Close

Jon Stewart interviews FTC head Lina Khan, says Apple wouldn’t let him do it

Jon Stewart interviews FTC head Linda Kahn | The Daily Show promo image

Jon Stewart interviewed Federal Trade Commission (FTC) head Lina Khan yesterday, saying that he’d wanted to do it while his show was hosted on Apple TV+, but the company wouldn’t allow it.

The revelation comes after one of the (many and varied!) complaints in the DOJ’s antitrust lawsuit was that Apple was controlling content and impacting on free speech …

Expand Expanding Close

Apple looking to adopt what may be the next big thing in chip development: glass substrates

Intel glass substrates

A new supply-chain report suggests that Apple is seeking to be an early player in what some believe will be the next big thing in chip development: printed circuit boards (PCBs) made from glass substrates.

While that might not sound exciting, it offers the prospect of an entirely new way of mounting and packaging chips, which could offer much better thermal performance, allowing processors to run at maximum power for longer periods …

Expand Expanding Close

Apple sues former iOS engineer for leaking Journal app, Vision Pro details, and more

Apple has filed a lawsuit against Andrew Aude, a former iOS Software Engineer, accusing him of leaking “information about more than a half-dozen different Apple policies and products.” The leaks included details about Apple’s then-unreleased Journal app, Apple’s “development of products within the spatial computing space,” and more.

“Mr. Aude often took and saved screenshots of his communications on his Apple-issued work iPhone to preserve them for posterity,” the lawsuit alleges.

Expand Expanding Close

Parts pairing used by Apple has been outlawed by Oregon [U]

Parts pairing to be outlawed | iPhone opened up for repair

The practice of parts pairing – which can prevent third-party repair shops from cannibalising broken devices for parts – has been outlawed by Oregon, taking effect for any product made after January 1, 2025.

The legislature just passed the toughest right to repair law seen to date, and it now requires only the governor’s signature to pass into law. Update: Governor Tina Kotek has now signed, and the bill is now law.

Expand Expanding Close

Vision Pro engineers moved to folding iPhone project; delayed to 2027 – report

Folding iPhone project | Outline images of folding phone concept on colorful background

A new supply-chain report reiterates earlier reports that some engineers previously working on Vision Pro have been moved to working a folding iPhone or iPad project.

It also claims that the planned launch of a foldable iPhone has been delayed from 2026 to 2027, but that suppliers have been told to stick to their existing schedules …

Expand Expanding Close

DOJ compares AAPL share buybacks with R&D spend as ‘evidence’ of lack of competition

AAPL share buybacks | Apple Park campus

A new report highlights what probably amounts the most most absurd stretch in the DOJ’s antitrust lawsuit. A section notes that Apple last year spent half as much on research and development (R&D) as it did on AAPL share buybacks, presenting this as ‘evidence’ of the lack of competition faced by the company.

It contrasts this with Google, whose R&D spend matched that of its share buybacks, suggesting this means the search giant faces greater competition …

Expand Expanding Close

Apple pursuing ways to launch TV+ and more in China, report says

Apple TV+

Over the weekend, Tim Cook confirmed that Apple Vision Pro will launch in China later this year. The Information now reports that Apple has reached a key deal with Tencent to make a number of China’s most popular apps available on Vision Pro.

The report also makes mention that Apple is “pursuing” ways to launch its own content services, like Apple TV+, in China.

Expand Expanding Close

Following DOJ, Apple faces new class action lawsuits alleging the iPhone is a monopoly

It’s not just the US Department of Justice setting its sights on Apple this year. Since the DOJ announced its lawsuit last week, Apple has been hit with a wave of new lawsuits from consumers accusing the company of monopolizing the smartphone market.

These consumers say Apple “inflated the cost of its products through anticompetitive conduct.”

Expand Expanding Close

Apple buying AI services from Chinese tech giant Baidu, say reports

Apple buying AI services from Chinese tech giant Baidu | Brain image against colorful background

Chinese media is reporting that Apple is buying AI services from local tech giant Baidu. The WSJ had earlier reported that the iPhone maker had been in discussions with the company, to use its AI smarts in iOS 18.

Baudi operates a ChatGPT-style LLM known as ERNIE Bot, which claims to “comprehend human intentions and deliver accurate, logical, and fluent responses approaching human level” …

Expand Expanding Close