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__NOTOC__
{{Infobox Company
[[Image:PaperMario Items Apple.png|frame]]
| company_name = Apple Inc.
'''Apples''' are a variety of fruit that appear in many [[Mario (series)|''Mario'' games]]. They have had many different uses throughout its many appearances.
| company_logo = [[Image:Apple-logo.png||128px|The Glass Apple Logo (1998 – Present)]]
In ''[[Paper Mario]]'' they are a cheap item only found in [[Boo's Mansion]]. One is able to find Apples by simply [[Spin Jump|Spin Jumping]] on various crates in the cellar of the mansion. They heal 5 [[HP]], but are better put to use in cooking. Only a limited number could be found in the game, making them extremely rare. If a player wished to complete the recipes, strategic thinking was required. In ''[[Yoshi's Story]]'', Apples are the [[Red Yoshi]] and [[Pink Yoshi|Pink Yoshi's]] favorite fruit, along with [[Melon|Melons]].
| company_type = [[Public company|Public]] ({{nasdaq|AAPL}}, {{lse|0HDZ}}, {{FWB|APC}})
| foundation = [[California]], [[United States]] (April 1, 1976, as Apple Computer, Inc.)
| location_city = {{flagicon|USA}} 1 [[Infinite Loop (street)|Infinite Loop]], [[Cupertino, California]]
| key_people = [[Steve Jobs]], [[Chief executive officer|CEO]], [[Chairman]] <br>& [[Entrepreneur|Co-founder]]<br />[[Steve Wozniak]], Co-founder<br />[[Timothy D. Cook]], [[Chief operating officer|COO]]<br />[[Peter Oppenheimer]], [[Chief financial officer|CFO]]<br />[[Philip W. Schiller]], [[Vice president|SVP]] [[Marketing]]<br />[[Jonathan Ive]], SVP [[Industrial Design]]<br />Mark Papermaster, SVP Devices Hardware Engineering<br />[[Ron Johnson (Apple)|Ron Johnson]], SVP [[Retail]]<br />[[Sina Tamaddon]], SVP [[Application software|Applications]]<br /><!--  Please do not remove the non-breaking spaces here; they're needed to make the infobox wider -->[[Bertrand Serlet|Bertrand&nbsp;Serlet]],&nbsp;SVP&nbsp;[[Software Engineering|Software&nbsp;Engineering]]<br />[[Scott Forstall]], SVP [[iPhone]] software<br />Bob Mansfield, SVP [[Macintosh|Mac]] Hardware
| industry = [[Computer hardware]]<br />[[Computer software]]<br />[[Consumer electronics]]
| products = [[Macintosh|Mac]]<br />[[iPod]] <br />[[iPhone]] <br /> [[Apple TV]] <br /> [[Mac OS X]] <br />[[Mac OS X Server]] <br />[[iLife]]<br />[[iWork]] <br />[[Apple Cinema Display|Cinema Display]] <br />[[AirPort]]
| computers = [[iMac]], [[MacBook]], [[MacBook Pro]], [[PowerBook]], [[iBook]], [[Apple I]], [[Apple II]], [[Apple III]]
| revenue = [[United States dollar|US$]]32.48 [[1000000000 (number)|billion]] {{profit}} ([[Trailing twelve months|TTM]] [[Fiscal year|FY]] 2008)<ref name="ApplePR20081021">{{cite press release
| url = http://www.apple.com/pr/library/2008/10/21results.html
| title = Apple Reports Fourth Quarter Results
| date = October 21, 2008
| accessdate = 2008-10-25
| publisher = Apple Inc.
}}</ref>
| operating_income = US$6.28 billion {{profit}} (TTM FY 2008)<br />(19.32% [[operating margin]])<ref name="ApplePR20081021"/>
| net_income = US$4.83 billion {{profit}} (TTM FY 2008)<br />(14.88% [[profit margin]])<ref name="ApplePR20081021"/>
| num_employees = Approximately 28,000 (July 3, 2008)<ref name="appleVsPystar"/>
| market cap = US$86.3 billion<ref name=zenobank>{{cite web |url=http://www.zenobank.com/index.php?symbol=AAPL&page=quotesearch |title=Company Profile for Apple Inc (AAPL) |accessdate=2008-10-21}}</ref>
| homepage = [http://www.apple.com/ Apple.com]
}}
'''Apple Inc.''', ({{nasdaq|AAPL}}) formerly '''Apple Computer, Inc.''', is an [[United States|American]] [[multinational corporation]] with a focus on designing and manufacturing [[consumer electronics]] and [[software]] products. The company's best-known hardware products include the [[Macintosh]] line of personal computers, the [[iPod]] line of portable media players, and the [[iPhone]]. Apple's software products include the [[Mac OS X]] [[operating system]], [[iTunes]] media browser, the [[iLife]] suite of multimedia and creativity software, and [[Final Cut Studio]], a suite of professional audio- and film-industry software products. The company operates more than 200 [[Apple Store|retail stores]] in eight countries<ref name="usstores">{{cite web
| url = http://www.apple.com/retail/storelist/
| title = Apple Store—Store List
| accessdate = 2008-08-18
| publisher = Apple Inc.
}}</ref> and an [[Apple Store (online)|online store]] where hardware and software products are sold.


Established in [[Cupertino, California|Cupertino]], [[California]] on April 1, 1976 and incorporated January 3, 1977,<ref name="orgincpr"/> the company was called "Apple Computer, Inc." for its first 30 years, but dropped the word "Computer" on January 9, 2007
[[Image:YS_Apple.gif|left|frame|An '''Apple''' from ''Yoshi's Story''.]]
<ref>{{cite web
Apples also appeared in ''[[Super Smash Bros. Melee]]''. They occasionally fell off of [[Whispy Woods]] in the [[Green Greens]] stage. They could be thrown at other [[player]]s to damage them. A smaller variety appears as [[Food]]; these Apples can heal 5% health. The apples don't appear anywhere else in the game, however; they don't even appear as a [[Trophy]].
| url = http://ccbn.10kwizard.com/cgi/convert/pdf/APPLEINC8K.pdf?pdf=1&repo=tenk&ipage=4589126&num=-2&pdf=1&xml=1&cik=320193&odef=8&rid=12&quest=1&dn=2&dn=3
| title = Form 8-K SEC Filing
| date = January 10, 2007
| format = pdf
| accessdate = 2007-12-08
}}</ref>
to reflect the company's ongoing expansion into the [[consumer electronics]] market in addition to its traditional focus on personal computers.
<ref>{{cite web
| url = http://www10.nytimes.com/2007/01/09/technology/09cnd-iphone.html?_r=5&ref=technology&oref=slogin&oref=slogin&oref=slogin&oref=slogin
| last = Markoff
| first = John
| title = New Mobile Phone Signals Apple’s Ambition
| date = January 9, 2007
| accessdate = 2007-01-09
| publisher = [[The New York Times]]
}}</ref>
Apple has about 28,000 employees worldwide<ref name="appleVsPystar">{{cite web
| url = http://stadium.weblogsinc.com/engadget/videos/Apple-Psystar-complaint.pdf
| title = A
| date = July 3, 2008
| accessdate = 2008-08-10
| page = 1
| format = PDF}}</ref> and had worldwide annual sales of [[United States dollar|US$]]24 [[1000000000 (number)|billion]] in its [[fiscal year]] ending September 29, 2007. <ref name="ApplePR20071022">{{cite press release
| url = http://www.apple.com/pr/library/2007/10/22results.html
| title = Apple Reports Fourth Quarter Results
| date = October 22, 2007
| accessdate = 2008-08-18
| publisher = Apple Inc.
}}</ref> For reasons varying from its [[philosophy]] of comprehensive [[aesthetics|aesthetic]] [[industrial design|design]] to its [[Apple Inc. advertising|distinctive advertising campaigns]], Apple has established a unique reputation in the [[consumer electronics]] industry. This includes a customer base that is devoted to the company and its brand, particularly in the [[United States]].<ref>{{cite web
| url = http://www.macnn.com/articles/06/07/11/apple.google.find.loyalty/
| title = Apple, Google tops in loyalty survey
| date = July 11, 2006
| accessdate = 2008-08-18
| publisher = [[MacNN]]
}}</ref>  ''[[Fortune (magazine)|Fortune]]'' magazine named
Apple the most admired company in the United States.<ref>{{cite journal | last = Fisher | first = Anne| title = America's Most Admired Companies
| journal = [[Fortune (magazine)|Fortune]]
| volume = 157
| issue = 5
| pages = 65-67
| publisher =
| location =
| date = March 17, 2008
| url =
| doi =
  | id =
| accessdate = }}
</ref>


{{TOClimit|limit=4}}
[[Image:YTT_Apple.jpg|thumb|An '''Apple''' from ''Yoshi Topsy-Turvy''.]]
Apples had a rather large role in ''[[Yoshi Topsy-Turvy]]'', where [[Bowser]] turned all of the [[Eggling]]s into Apples when they fled to [[Yoshi's Island (place)|Yoshi's Island]] after the [[Koopa Troop]]'s attack on their homeland. [[List of Topsy-Turvy Spirits#Spirit of Cuteness|The Spirit Who Loves Cuteness]], who was a friend of the Egglings, was dumbfounded at this tragedy and enlisted [[Yoshi]] to seek out the Apples and eat them, which would lift the curse upon the Egglings and restore them to their initial forms. The Apples in this game came in two colors, red and green, and, while the two colors of Apple could be found doing anything regardless of any kind of coloration code, green ones typically stayed in one spot and most red Apples glided downward on parachutes.


==History==
Big Apples appeared in the [[Apple Kingdom]] of ''[[Donkey Kong: Jungle Beat]]''. At the end of each Apple Kingdom level, there was an oversized Apple (two times bigger than [[Donkey Kong]]) that DK needed to eat.
{{main|History of Apple}}
{{see also|Notable litigation of Apple Inc.}}


===1976–1980: The early years===
''[[Super Paper Mario]]'' brings Apples back; however, in the game, there is no such item named "Apple". There only is an item named [[Red Apple]]. Also, this game introduces new kinds of apples, including the taboo [[Black Apple]], the luscious but cursed [[Golden Apple]], the mustache-inducing [[Yellow Apple]], the fruit-transforming [[Pink Apple]], and the shrinking [[Blue Apple]]. (It is interesting to note that all varieties of Apple in this game simply restore five HP, except for the Black Apple, which restores only one, when used on a playable character; the above ailments are induced only when they are given to a non-playable character.) The more-useful [[Primordial Fruit]] introduced earlier in ''Super Paper Mario'' also slightly resembles that game's Apples, although the two items' exact relations are unknown.
[[Image:Apple I.jpg|thumb|right|The [[Apple I]], Apple's first product. Sold as an assembled circuit board, it lacked basic features such as a keyboard, monitor, and case. The owner of this unit added a keyboard and a wooden case.]]
Apple was established on April 1, 1976 by [[Steve Jobs]], [[Steve Wozniak]] and [[Ronald Wayne]],<ref>{{cite book
| last = Linzmayer
| first = Ronald W.
| title = Apple Confidential: The Real Story of Apple Computer, Inc.
| publisher = No Starch Press
| year = 1999
| location =
| pages =
| url = http://extras.denverpost.com/books/chap0411h.htm
| doi =
  | id =
| isbn = }}</ref> to sell the [[Apple I]] [[personal computer]] kit. They were hand-built by Wozniak
<ref>[http://www.ioltechnology.co.za/article_page.php?iSectionId=2892&iArticleId=3456594 IOL Technology - Co-founder tells his side of Apple story<!-- Bot generated title -->]</ref>
<ref>[http://www.npr.org/templates/story/story.php?storyId=6167297 NPR : A Chat with Computing Pioneer Steve Wozniak<!-- Bot generated title -->]</ref>
and first shown to the public at the [[Homebrew Computer Club]].
<ref>[[Steve Wozniak|Wozniak, Stephen]]. [http://www.atariarchives.org/deli/homebrew_and_how_the_apple.php Homebrew and How the Apple Came to Be], ''Digital Deli''. Retrieved on [[2007-03-02]].</ref>
The Apple I was sold as a motherboard (with CPU, RAM, and basic textual-video chips)—less than what is today considered a complete [[personal computer]].<ref>Kahney, Leander. [http://www.wired.com/gadgets/mac/multimedia/2002/11/56426 Rebuilding an Apple From the Past], ''[[Wired (magazine)|Wired]]'', [[2002-11-19]].</ref> The Apple I went on sale in July 1976 and was market-priced at US$666.66.
<ref>[http://news.bbc.co.uk/2/hi/technology/7091190.stm BBC News: History of Technology]. Accessed January 19, 2008.</ref>
<ref>[http://staging.computerhistory.org/exhibits/highlights/apple1.shtml Computer History Museum (ComputerHistory.org)]. Accessed January 19, 2008.</ref>
<ref>[http://www.g4tv.com/gamemakers/episodes/3781/Apple_II.html Game Makers (TV Show)]: Apple II]. Originally aired January 6, 2005.</ref>
<ref>[http://www.macmothership.com/gallery/newads7/1976apple1.jpg Picture of original ad featuring US666.66 price]</ref>
<ref name="iWoz">[[Steve Wozniak|Wozniak, Steven]]: "[[iWoz]]", page 180. [[W. W. Norton]], 2006. ISBN 13:978-0-393-06143-7</ref>


Apple was incorporated January 3, 1977
== Trivia ==
<ref name="orgincpr">[http://phx.corporate-ir.net/phoenix.zhtml?c=107357&p=irol-faq#corpinfo1 Apple Investor Relations FAQ], ''Apple''. Retrieved on [[2007-03-02]].</ref>
*The fruit found in ''[[Super Mario World]]'' were also referred to as "Apples,"<ref>[[Nintendo Power]] Volume 28, p. 9</ref> but are more commonly known as "[[Berry|Berries]]".
without Wayne, who sold his share of the company back to Jobs and Wozniak for $800. [[Mike Markkula]] provided essential business expertise and funding of US$250,000 during the incorporation of Apple.<ref>{{cite web |url=http://money.cnn.com/1998/01/06/technology/apple_chrono/ |title=Apple Chronology |accessdate=2008-09-11 |author= |date=1998-01-06 |work=[[Fortune (magazine)|Fortune]] |publisher=}}</ref>
<ref>[http://ca.encarta.msn.com/encyclopedia_761552652/apple_inc_.html], ''MSN Encarta'' Retrieved on [[2007-03-02]].</ref>


The [[Apple II series|Apple II]] was introduced on April 16, 1977 at the first [[West Coast Computer Faire]]. It differed from its major rivals, the [[TRS-80]] and [[Commodore PET]], because it came with color graphics and an open [[computer architecture|architecture]]. While early models used ordinary cassette tapes as storage devices, they were superseded by the introduction of a 5&nbsp;1/4&nbsp;inch [[floppy disk]] drive and interface, the [[Disk II]].
== Recipes ==
<ref>{{cite web | title=Apple II History Chapter 4 | url=http://apple2history.org/history/ah04.html | author=Steven Weyhrich| date=April 21, 2002 | accessdate=2008-08-18 }}</ref>
{| style="text-align: center; width: 100%; margin: 0 auto; border-collapse: collapse;" border="1" cellpadding="1" cellspacing="1"
|-style="background: #ABC;"
!width="75%"|Recipe
!width="25%"|Result of Cooked Item
|-
|Apple
|[[Super Soda]]
|-
|[[Lime]] + Apple
|[[Super Soda]]
|-
|[[Coconut]] + Apple
|[[Super Soda]]
|-
|[[Red Berry]] + Apple
|[[Super Soda]]
|-
|[[Blue Berry]] + Apple
|[[Super Soda]]
|-
|[[Yellow Berry]] + Apple
|[[Super Soda]]
|-
|[[Cake Mix]] + Apple
|[[Apple Pie]]
|-
|[[Melon]] + Apple
|[[Special Shake]]
|-
|[[Honey Syrup]] + Apple
|[[Tasty Tonic]]
|}


The [[Apple II]] was chosen to be the desktop platform for the first "[[killer application|killer app]]" of the business world—the [[VisiCalc]] [[spreadsheet]] program.
== Trophy Information from ''[[Super Smash Bros. Brawl]]'' ==
<ref name="lemvc">Hormby, Thomas. [http://lowendmac.com/orchard/06/visicalc-origin-bricklin.html VisiCalc and the rise of the Apple II], ''Low End Mac'', [[2006-09-22]]. Retrieved on [[2007-03-02]].</ref>
{| cellspacing=0 border=1 cellpadding=4 style="border-collapse:collapse;"
VisiCalc created a business market for the Apple II, and gave home users an additional reason to buy an Apple II—compatibility with the office.<ref name="lemvc"/> According to Brian Bagnall, Apple exaggerated its sales figures and was a distant third place to Commodore and Tandy until VisiCalc came along.
! width=11% | Type
<ref>{{cite book |last=Bagnall |first=Brian |authorlink=Brian Bagnall |title= On the Edge: The Spectacular Rise and Fall of Commodore |year=2005 |publisher= Variant Press |isbn=0973864907 |pages=pp. 109-112}}</ref>
!Image
<ref>[http://www.jeremyreimer.com/total_share.html Personal Computer Market Share: 1975–2004] The figures show Mac higher, but that is not a single model.</ref>
!Description
|-
| align=center | '''Apples'''
|[[Image:TrApples.jpg|100px]]
|''Fruit that falls from above when you're battling Whispy Woods. Kirby can suck them up and spit them out as useful projectile weapons. They're nice to have around when you don't have any Copy Abilities, but they do damage when they hit you, so they can be a bother too. They offer no ability when swallowed. These apples are not produced by Whispy Woods.''
|}


By the end of the 1970s, Apple had a staff of computer designers and a [[production line]]. The Apple II was succeeded by the [[Apple III]] in May 1980 as the company competed with [[IBM]] and [[Microsoft]] in the business and corporate computing market. <ref>Coventry, Joshua. [http://lowendmac.com/coventry/06/apple-iii-failure.html Apple III Chaos: What Happened When Apple Tried to Enter the Business Market], ''Low End Mac'', [[2006-09-01]]. Retrieved on [[2007-03-02]].</ref>
== ''Super Paper Mario'' Apples ==
*[[Black Apple]]
*[[Blue Apple]]
*[[Pink Apple]]
*[[Red Apple]]
*[[Yellow Apple]]
*[[Golden Apple]]


Jobs and several Apple employees including [[Jef Raskin]] visited [[Xerox PARC]] in December 1979 to see the [[Xerox Alto]]. Xerox granted Apple engineers three days of access to the PARC facilities in return for US$1 million in pre-[[IPO]] Apple stock.
== References ==
<ref>[http://www.fool.com/news/foth/2000/foth000918.htm Fool.com: How Xerox Forfeited the PC War [Fool on the Hill] September 18, 2000]. Retrieved August 12, 2008.</ref>
<references/>
Jobs was immediately convinced that all future computers would use a GUI, and development of a GUI began for the [[Apple Lisa]].
<br clear=all>
<ref>[http://news.worldofapple.com/archives/2006/03/30/apple-at-30-1976-to-1986/ Apple at 30 - 1976 to 1986 | World of Apple]. Retrieved August 12, 2008.</ref>
{{SSB Items}}
 
{{Fruit}}
===1981–1985: Lisa and Macintosh===
[[Category: Items]]
[[Image:Ad apple 1984.jpg|left|thumb|The heroine from Apple's [[1984 (television commercial)|1984 ad]], set in a [[dystopia]]n future modeled after the [[George Orwell|Orwell]] novel ''[[Nineteen Eighty-Four]]'', set the tone for the introduction of the Macintosh]]
[[Category: RPG Items - General]]
[[Steve Jobs]] began working on the [[Apple Lisa]] in 1978 but in 1982 he was pushed from the Lisa team due to infighting, and took over Jef Raskin's low-cost-computer project, the [[Macintosh]]. A [[turf war]] broke out between Lisa's "corporate shirts" and Jobs' "pirates" over which product would ship first and save Apple. Lisa won the race in 1983 and became the first [[personal computer]] sold to the public with a GUI, but was a commercial failure due to its high price tag and limited software titles.
[[Category: Flora]]
<ref name="lemlisa">Hormby, Thomas. [http://lowendmac.com/orchard/05/apple-lisa-history.html A history of Apple's Lisa, 1979–1986], ''Low End Mac'', [[2005-10-06]].| Retrieved on [[2007-03-02]].</ref>
[[Category: Fruit]]
 
[[Category: Super Smash Bros. Trophies]]
[[Image:Macintosh 128k transparency.png|thumb|The [[Macintosh 128K]], the first Macintosh computer]]
 
In 1984, Apple next launched the Macintosh. Its debut was announced by the now famous US$1.5 million television commercial, "[[1984 (television commercial)|1984]]." It was directed by [[Ridley Scott]], aired during the third quarter of [[Super Bowl XVIII]] on January 22, 1984,
<ref>[http://www.duke.edu/~tlove/mac.htm Apple's 1984: The Introduction of the Macintosh in the Cultural History of Personal Computers]</ref>
and is now considered a watershed event for Apple's success
<ref>[http://www.usatoday.com/tech/columnist/kevinmaney/2004-01-28-maney_x.htm Apple's '1984' Super Bowl commercial still stands as watershed event]</ref>
and a masterpiece.
<ref name="masterpiece">{{cite web
| url = http://edition.cnn.com/2006/SHOWBIZ/02/02/eye.ent.commercials/
| title = Why 2006 isn't like '1984'
| accessdate = 2008-05-10
| author =
| last = Leopold
| first = Todd
| authorlink =
| coauthors =
| date = February 3, 2006
| work =
| publisher = [[CNN]]
}}</ref>
<ref name="cellini">{{cite web
| url = http://findarticles.com/p/articles/mi_hb197/is_200401/ai_n5556112
| title = The Story Behind Apple's '1984' TV commercial: Big Brother at 20
| accessdate = 2008-05-09
| author =
| last = Cellini
| first = Adelia
| authorlink =
| coauthors =
| month = January | year=2004
| work = [[MacWorld]] 21.1, page 18
| publisher =
}}</ref>
 
The Macintosh initially sold well, but follow-up sales were not strong.<ref name="lem1985">Hormby, Thomas. [http://lowendmac.com/orchard/06/1002.html Good-bye Woz and Jobs: How the first Apple era ended in 1985], ''Low End Mac'', [[2006-10-02]]. Retrieved on [[2007-03-02]].</ref>
The machine's fortunes changed with the introduction of the [[LaserWriter]], the first [[laser printer]] to be offered at a reasonable price point, and [[PageMaker]], an early [[desktop publishing]] package. The Mac was particularly powerful in this market due to its advanced graphics capabilities, which were already necessarily built-in to create the [[Intuition (knowledge)|intuitive]] Macintosh GUI. It has been suggested that the combination of these three products was responsible for the creation of the desktop publishing market.
<ref>[http://desktoppub.about.com/cs/beginners/f/when_dtp.htm When was desktop publishing invented?] Retrieved on [[2007-04-30]].</ref>
As desktop publishing became widespread, Apple's sales reached new highs and the company had its [[initial public offering]] on September 7, 1984.
 
A power struggle developed between Jobs and new CEO [[John Sculley]] in 1985.
<ref name="lemsculley">Hormby, Thomas. [http://lowendmac.com/orchard/06/john-sculley-years-apple.html Growing Apple with the Macintosh: The Sculley years], ''Low End Mac'', [[2006-02-22]]. Retrieved on [[2007-03-02]].</ref>
Apple's [[board of directors]] sided with Sculley and Jobs was removed from his managerial duties.<ref name="lem1985"/>
Jobs resigned from Apple and founded [[NeXT|NeXT Inc.]] the same year.
<ref>{{cite news
| last = Spector
| first = G
| title = Apple's Jobs Starts New Firm, Targets Education Market
| work = [[eWeek|PC Week]]
| page = 109
| date = September 24, 1985}}</ref>
 
Apple's sustained growth during the early 1980s was partly due to its leadership in the education sector, attributed to their adaptation of the programming language [[Logo (programming language)|LOGO]], used in many schools with the Apple II. The drive into education was accentuated in [[California]] with the donation of one Apple II and one Apple LOGO software package to each public school in the state.
 
===1986–1993: Rise and fall===
{{see also|Timeline of Apple II Family|Timeline of Macintosh models}}
 
[[Image:Macintosh portable.jpg|thumb|left|The [[Macintosh Portable]] was Apple's first "portable" Macintosh computer, released in 1989.]]
 
Having learned several painful lessons after introducing the bulky [[Macintosh Portable]] in 1989, Apple introduced the [[PowerBook]] in 1991, which established the modern form and [[ergonomics|ergonomic]] layout of the [[laptop computer]].
<ref name="lempb">Hormby, Thomas. [http://lowendmac.com/orchard/05/powerbook-origin-1991.html Birth of the PowerBook: How Apple took over the portable market in 1991], ''Low End Mac'', [[2005-11-23]]. Retrieved on [[2007-03-02]].</ref>
The same year, Apple introduced [[System 7]], a major upgrade to the operating system which added color to the interface and introduced new networking capabilities. It remained the architectural basis for Mac OS until 2001.
 
The success of the PowerBook and other products led to increasing revenue.<ref name="lemsculley"/> For some time, it appeared that Apple could do no wrong, introducing fresh new products and generating increasing profits in the process. The [[magazine]] ''[[MacLife|MacAddict]]'' named the period between 1989 and 1991 as the "first [[golden age]]" of the Macintosh.
 
Following the success of the LC, Apple introduced the [[Macintosh Centris|Centris]] line, a low end [[Macintosh Quadra|Quadra]] offering, and the ill-fated [[Performa]] line which was sold in several confusing configurations and software bundles to avoid competing with the various consumer outlets such as [[Sears]], [[Price Club]] and [[Wal-Mart]], the primary dealers for these models. The end result was disastrous for Apple as consumers did not understand the difference between models.
 
During this time Apple experimented with a number of other failed consumer targeted products including [[QuickTake|digital cameras]], [[PowerCD|portable CD audio players]], [[PowerCD#AppleDesign Powered Speakers|speakers]], [[Bandai Pippin|video consoles]] and [[Apple Interactive Television Box|TV appliances]]. Enormous resources were also invested in the problem-plagued Newton division based on John Sculley's unrealistic market forecasts. Ultimately, all of this proved be too-little-too-late for Apple as their market share and stock prices continued to slide.
 
Apple saw the [[Apple II|Apple II Family]] as too expensive to produce, while taking away sales from the low end Macintosh.
<ref>[http://apple2history.org/history/ah11.html#11 Apple II History Chap 11]. Retrieved August 12, 2008.</ref>
In 1990 Apple released the [[Macintosh LC]] with a single [[expansion slot]] for the [[Apple IIe Card]] to migrate Apple II users to the Macintosh platform.
<ref>[http://apple2history.org/history/ah11.html#08 Apple II History Chap 11]. Retrieved August 12, 2008.</ref>
Apple stopped selling the [[Apple IIe]] in 1993.
 
Microsoft continued to gain market share with [[Windows]], focusing on delivering software with cheap commodity [[Personal computer|PC]]s while Apple was delivering a richly engineered, but expensive, experience.
<ref>[http://www.roughlydrafted.com/RD/Q4.06/3EC02E78-FD4D-4CDF-92A0-9C4CBDFAB3D2.html 1990–1995: Why the World Went Windows]. Retrieved August 12, 2008.</ref>
Apple relied on high profit margins and never developed a clear response. Instead they sued [[Microsoft]] for using a [[graphical user interface]] similar to the [[Apple Lisa]] in [[Apple Computer, Inc. v. Microsoft Corporation]].
<ref name="lemms">Hormby, Thomas. [http://lowendmac.com/orchard/06/apple-vs-microsoft.html The Apple vs. Microsoft GUI lawsuit], ''Low End Mac'', [[2006-08-25]]. Retrieved on [[2007-03-02]].</ref>
The lawsuit dragged on for years before being thrown out of court. At the same time, a series of major product flops and missed deadlines destroyed Apple's reputation and Sculley was replaced by [[Michael Spindler]].
<ref>[http://lowendmac.com/orchard/06/michael-spindler-apple.html Michael Spindler: The Peter Principle at Apple]. Retrieved August 12, 2008</ref>
 
===1994–1997: Attempts at reinvention===
[[Image:Newton-IMG 0320 cleanup.JPG|thumb|right|The [[Apple Newton]] was Apple's first foray into the [[PDA]] markets, as well as one of the first in the industry. A financial flop, it helped pave the way for the [[Palm Pilot]] and Apple's own [[iPhone]] in the future.]]
By the early 1990s, Apple was developing alternative platforms to the Macintosh, such as the [[A/UX]]. The Macintosh platform was becoming outdated since it was not built for multitasking, and several important software routines were programmed directly into the hardware. In addition, Apple was facing competition from [[OS/2]] and [[UNIX]] vendors like [[Sun Microsystems]]. The Macintosh would need to be replaced by a new platform, or reworked to run on more powerful hardware.
<ref>[http://www.roughlydrafted.com/RD/Home/B8DA34A3-333B-4204-BDF3-E74608998702.html 1990–1995: Hitting the Wall]. Retrieved August 14, 2008</ref>
 
In 1994, Apple allied with [[IBM]] and [[Motorola]] in the [[AIM alliance]]. The goal was to create a new computing platform (the [[PowerPC Reference Platform]]), which would use IBM and Motorola hardware coupled with Apple's software. The AIM alliance hoped that PReP's performance and Apple's software would leave the PC far behind, thus countering Microsoft. The same year, Apple introduced the [[Power Macintosh]], the first of many Apple computers to use IBM's [[PowerPC]] processor.
<ref>[http://www.apple-history.com/body.php?page=gallery&model=6100&performa=off&sort=date&order=ASC&range= Power Macintosh 6100]. Retrieved August 12, 2008</ref>
 
In 1996, [[Michael Spindler]] was replaced by [[Gil Amelio]] as CEO. Gil Amelio made many changes at Apple, including massive layoffs.
<ref>Chaffin, Bryan. [http://www.macobserver.com/article/2001/02/06.13.shtml "Former Apple CEO Gil Amelio Lands A New CEO Job || The Mac Observer"], The Mac Observer, [[February 6, 2001]]. Retrieved August 15, 2008.</ref>
After multiple failed attempts to improve Mac OS, first with the [[Taligent]] project, then later with [[Copland (operating system)|Copland]] and [[Gershwin operating system|Gershwin]], Amelio chose to purchase [[NeXT]] and its NeXTSTEP operating system, bringing Steve Jobs back to Apple as an advisor.
<ref>[http://web.archive.org/web/*/product.info.apple.com/pr/press.releases/1997/q2/970207.pr.rel.next.html Apple Computer, Inc. Finalizes Acquisition of NeXT Software Inc.], ''Apple Inc.'', [[1997-02-07]]. Retrieved on [[2006-06-25]].</ref>
On July 9, 1997, [[Gil Amelio]] was ousted by the board of directors after overseeing a three-year record-low stock price and crippling financial losses. Jobs became the interim CEO and began restructuring the company's product line.
 
At the 1997 [[Macworld Expo]], [[Steve Jobs]] announced that Apple would join [[Microsoft]] to release new versions of [[Microsoft Office]] for the Macintosh, and that Microsoft made a US$150 million investment in non-voting Apple stock.
<ref>[http://www.apple.com/ca/press/1997/08/AppleMicrosoft.html Microsoft and Apple Affirm Commitment to Build Next Generation Software for Macintosh], ''Apple Inc.'', [[1997-08-06]].</ref>
 
On November 10, 1997, Apple introduced the [[Apple Store (online)|Apple Store]], tied to a new build-to-order manufacturing strategy.
<ref>Harreld, Heather. [http://www.fcw.com/print/3_1/news/64412-1.html?type=pf "Apple gains tech, agency customers in Next deal"], Federal Computer Week, [[January 5, 1997]]. Retrieved August 15, 2008.</ref>
<ref>[http://www.accessmylibrary.com/coms2/summary_0286-5564882_ITM "Apple unveils new marketing strategy. | Knight Ridder/Tribune News Service (November, 1997)"]. Retrieved August 15, 2008</ref>
 
===1998–2005: New beginnings===
[[Image:Applecomputerheadquarters.jpg|left|thumb|Company headquarters on [[Infinite Loop (street)|Infinite Loop]] in [[Cupertino]], [[California]].]]
On August 15, 1998, Apple introduced a new all-in-one computer reminiscent of the [[Macintosh 128K]]: the [[iMac]]. The iMac design team was led by [[Jonathan Ive]], who would later design the [[iPod]] and the [[iPhone]].
<ref name="levgrossman">Grossman, Lev. [http://www.time.com/time/magazine/article/0,9171,1576854,00.html The Apple Of Your Ear], ''[[Time (magazine)|TIME]], [[2007-01-12]]. Retrieved on [[2007-02-01]].</ref>
<ref>Wilson, Greg. [http://www.nydailynews.com/news/2007/01/14/2007-01-14_private_icreator_is_genius_behind_apples.html Private iCreator is genius behind Apple's polish], ''[[New York Daily News]]'', [[2007-01-14]]. Retrieved on [[2007-02-01]].</ref>
The iMac featured current <!-- needs better wording --> technology and a groundbreaking design. It sold close to 800,000 units in its first five months and returned Apple to profitability for the first time since 1993.
<ref name="800kimacs">[http://www.apple.com/ca/press/1999/01/iMac_Sales.html 800,000 iMacs Sold in First 139 Days]. Retrieved August 15, 2008</ref>
 
Through this period, Apple purchased several companies to create a portfolio of professional and consumer-oriented digital production software. In 1998, Apple announced the purchase of [[Macromedia]]'s [[Final Cut Pro|Final Cut]] software, signaling its expansion into the [[digital video]] editing market.
<ref>Sarkar, Pia. [http://www.sfgate.com/cgi-bin/article.cgi?file=/chronicle/archive/2002/02/25/BU107610.DTL&type=tech "FRIENDS AND FOES / Despite squabbles, Apple and Adobe have benefited from one another"], SFGate, February 25, 2002. Retrieved August 15, 2008.</ref>
The following year, Apple released two video editing products: [[iMovie]] for consumers, and [[Final Cut Pro]] for professionals, the latter of which has gone on to be a significant video-editing program, with 800,000 registered users in early 2007.
<ref>{{cite web
| url = http://news.cnet.com/2100-1046-6176170.html?hhTest=1
| title = Apple exhibits Final Cut Studio 2
| first = Greg
| last = Sandoval
| date = April 15, 2007
| accessdate = 2007-12-04
| publisher = CNet
}}</ref>
In 2002 Apple purchased [[Nothing Real]] for their advanced digital [[compositing]] application [[Shake (software)|Shake]],
<ref>Chaffin, Bryan. [http://www.macobserver.com/article/2002/02/07.6.shtml "Apple Shake: Apple Buys Nothing Real, A High End Compositing Software Maker || The Mac Observer"], The Mac Observer, February 7, 2002. Retrieved August 15, 2008.</ref>
as well as [[Emagic]] for their music productivity application [[Logic Pro|Logic]], which led to the development of their consumer-level [[GarageBand]] application.
<ref>[http://www.apple.com/pr/library/2002/jul/01emagic.html Apple Acquires Emagic], Apple, July 1, 2002. Retrieved August 15, 2008.</ref>
<ref>Deitrich, Andy. [http://arstechnica.com/reviews/apps/garageband.ars Garage Band: Part 1], [[ars technica]], February 2, 2004. Retrieved August 15, 2008.</ref>
[[iPhoto]]'s release the same year completed the [[iLife]] suite.
<ref>[http://www.apple.com/pr/library/2002/jan/07iphoto.html Apple Introduces iPhoto], Apple Inc, January 7, 2002. Retrieved August 15, 2008.</ref>
 
[[Mac OS X]], based on NeXT's [[OPENSTEP]] and [[BSD Unix]] was released on March 24, 2001, after several years of development. Aimed at consumers and professionals alike, Mac OS X aimed to combine the stability, reliability and security of [[Unix]] with the ease of use afforded by an overhauled user interface. To aid users in migrating from [[Mac OS 9]], the new operating system allowed the use of OS 9 applications through Mac OS X's [[Classic (Mac OS X)|Classic environment]].
<ref>[http://www.apple.com/support/tiger/classic/ Apple - Support - Mac OS X v10.4 Tiger Classic Environment<!-- Bot generated title -->]</ref>
 
[[Image:Apple store fifth avenue.jpg|thumb|The entrance of the Apple Store on [[Fifth Avenue]] in [[New York City]] is a glass cube, housing a cylindrical elevator and a spiral staircase that leads into the subterranean store.]]
On May 19, 2001, Apple opened the first official [[Apple Store (retail)|Apple Retail Store]]s in [[Virginia]] and [[California]].
<ref>http://www.apple.com/retail/storelist/ List of Apple Retail Stores</ref>
The same year, Apple introduced the [[iPod]] portable [[digital audio player]]. The product was phenomenally successful&nbsp;— over 100 million units were sold within six years.
<ref>[http://news.bbc.co.uk/2/hi/business/4625262.stm Apple enjoys ongoing iPod demand], ''[[BBC News]]'', [[2006-01-18]]. Retrieved on [[2007-04-27]].</ref>
<ref>Cantrell, Amanda. [http://money.cnn.com/2006/03/29/technology/apple_anniversary/?cnn=yes Apple's remarkable comeback story], ''[[CNN]]'', [[2006-03-29]]. Retrieved on [[2007-03-02]].</ref>
In 2003, Apple's [[iTunes Store]] was introduced, offering online music downloads for US$0.99 a song and integration with the iPod. The service quickly became the market leader in online music services, with over 5 billion downloads by June 19th 2008.
<ref>[http://www.apple.com/pr/library/2008/06/19itunes.html iTunes Store Tops Five Billion Songs], ''Apple Inc.'',[[2008-06-19]]. Retrieved on [[2008-09-03]].</ref>
 
Since 2001 Apple's design team has progressively abandoned the use of translucent colored plastics first used in the [[iMac G3]]. This began with the [[titanium]] [[PowerBook]] and was followed by the white [[polycarbonate]] [[iBook]] and the flat-panel [[iMac]].
<ref>[http://www.accessmylibrary.com/coms2/summary_0286-10738727_ITM "Apple revamps iBook. | Network World (May, 2001)"], Network World, May 2, 2001. Retrieved August 19, 2008.</ref>
<ref>Magee, Mike. [http://www.theinquirer.net/en/inquirer/news/2002/01/26/imac-all-in-one-is-a-trinity "iMac "All-in-One" is a trinity - The INQUIRER"], The Inquirer, January 26, 2002. Retrieved August 19, 2008.</ref>
 
===2005–present: The Intel partnership===
{{main|Apple Intel transition}}
 
[[Image:MacBook Pro.jpg|right|thumb| The [[MacBook Pro]] (15.4" widescreen) was Apple's first laptop with an Intel microprocessor. It was announced in January 2006 and is aimed at the professional market.]]
 
In the [[Worldwide Developers Conference]] keynote address on June 6, 2005, Steve Jobs announced that Apple would begin producing [[Intel]]-based Mac computers in 2006.
<ref name="printel">[http://www.apple.com/pr/library/2005/jun/06intel.html Apple to Use Intel Microprocessors Beginning in 2006], ''Apple Inc.'', [[2005-06-06]]. Retrieved on [[2007-03-02]].</ref>
On January 10, 2006, the new [[MacBook Pro]] and [[iMac]] became the first Apple computers to utilize Intel's [[Core Duo]] [[CPU]]. By August 7, 2006 Apple had transitioned the entire Mac product line to Intel chips, over 1 year sooner than announced. <ref name="printel">[http://www.apple.com/pr/library/2005/jun/06intel.html Apple to Use Intel Microprocessors Beginning in 2006], ''Apple Inc.'', [[2005-06-06]]. Retrieved on [[2007-03-02]].</ref> The [[Power Mac]], [[iBook]] and [[Powerbook]] brands were retired during the transition, the [[Mac Pro]], [[Macbook]] and [[Macbook Pro]] becoming their respective successors.<ref>[http://www.guardian.co.uk/technology/2006/aug/10/applemacs.guardianweeklytechnologysectionl Power Mac to Mac Pro]</ref><ref>[http://www.apple.com/pr/library/2006/may/16macbook.htmll Powerbook and ibook to Macbooks] </ref>
 
Apple also introduced [[Boot Camp (software)|Boot Camp]] to help users install [[Windows XP]] on their Intel Macs alongside Mac OS X.
<ref>{{cite web
| url = http://www.businessweek.com/technology/ByteOfTheApple/blog/archives/2006/04/news_flash_appl.html
| title = News Flash: Apple Introduces "Boot Camp" To Run Windows XP on Macs
| date = April 5, 2006
| accessdate = 2008-08-18
| first = Arik
| last = Hesseldahl
| publisher = [[BusinessWeek]]
}}</ref>
 
Apple's success during this period was evident in its stock price. Between early 2003 and 2006, the price of Apple's stock increased more than tenfold, from around US$6 per share (split-adjusted) to over US$80. In January 2006, Apple's [[market cap]] surpassed that of [[Dell]].
<ref name="modell">Gamet, Jeff. [http://www.macobserver.com/stockwatch/2006/01/16.1.shtml Apple Passes Dell's Market Cap], ''MacObserver'', [[2006-01-16]]. Retrieved on [[2007-03-02]].</ref>
Nine years prior, Dell's CEO [[Michael Dell]] said that if he ran Apple he would "shut it down and give the money back to the shareholders."
<ref>Singh, Jal. [http://news.cnet.com/Dell-Apple-should-close-shop/2100-1001_3-203937.html?hhTest=1 Dell: Apple should close shop], ''[[CNET|CNET News]]'', [[1997-10-06]]. Retrieved on [[2007-03-02]].</ref>
 
Delivering his keynote at [[Macworld]] on January 9, 2007, Steve Jobs announced that Apple Computer, Inc. would from that point on be known as Apple Inc. The event also saw the announcement of the [[iPhone]] and the [[Apple TV]].<ref name="MW2007">[http://www.apple.com/hotnews/articles/2007/01/mwsf/] </ref> The following day, Apple shares hit US$97.80, an all-time high. In May, Apple's share price passed the US$100 mark.
<ref>[http://www.macnn.com/articles/07/04/26/analyst.raised.aapl.target/ AAPL surges past $100, target at $140], ''MacNN'', [[2007-04-26]]. Retrieved on [[2007-07-10]].</ref>
 
On February 7, 2007, Apple indicated that it would sell music on the iTunes Store without [[Digital rights management|DRM]] (which would allow tracks to be played on third-party players) if record labels would agree to drop the technology.
<ref name="NewsMax">[[Steve Jobs|Jobs, Steve]]. [http://www.apple.com/hotnews/thoughtsonmusic/ Thoughts on Music], ''Apple Inc.'', [[2007-02-06]]. Retrieved on [[2007-03-02]].</ref>
On April 2, 2007, Apple and [[EMI]] jointly announced the removal of DRM technology from EMI's catalog in the iTunes Store, effective in May.
<ref>Dalrymple, Jim. [http://www.macworld.com/article/57098/2007/04/drmfree.html Apple, EMI offer higher-quality DRM free downloads], ''Playlist Magazine'', [[2007-02-06]]. Retrieved on [[2007-04-07]].</ref>
 
On July 11, 2008, Apple launched the [[App Store]] to sell third-party applications for the [[iPhone]] and [[iPod Touch]].
<ref>Flandez, Raymund. [http://online.wsj.com/article/SB121789232442511743.html?mod=googlenews_wsj "Programmers Jockey for iPhone Users at Apple Site"], The Wall Street Journal. Retrieved August 16, 2008.</ref>
Within a month, the store sold 60 million applications and brought in US$1 million daily on average, with Steve Jobs speculating that the App Store could become a billion-dollar business for Apple.
<ref>McLaughlin, Kevin. [http://www.crn.com/software/210002313 "Apple's Jobs Gushes Over App Store Success - The Channel Wire - IT Channel News And Views by CRN and VARBusiness"], ChannelWeb, August 11, 2008. Retrieved August 16, 2008.</ref>
 
==Current products==
{{see also|List of products discontinued by Apple Inc.}}
{{see also|Timeline of Apple products}}
 
===Mac and accessories===
[[Image:Mac mini Intel Core.jpg|thumb|130px|right|The [[Mac mini]], low-cost desktop computer.]]
{{see also|Timeline of Apple Macintosh models|List of Macintosh models grouped by CPU type|List of Apple Macintosh models by case type}}
*[[Mac mini]], consumer sub-desktop computer introduced in January 2005.
*[[iMac]], consumer all-in-one desktop computer that was first introduced by Apple in 1998. Its popularity helped revive the company's fortunes. <ref name="800kimacs"/>
*[[Mac Pro]], [[workstation]]-class desktop computer introduced in August 2006.
*[[MacBook]], consumer notebook introduced in 2006, available in white and aluminum variants.
*[[MacBook Air]], ultra-thin, ultra-portable notebook, introduced in January 2008.
*[[MacBook Pro]], professional portable computer alternative to the MacBook, introduced in January 2006.
*[[Xserve]], [[19-inch rack|rack mounted]], dual core, dual processor [[Rack unit|1U]] server.
 
Apple sells a variety of computer accessories for Mac computers including the [[AirPort]] wireless networking products, [[Time Capsule (Apple)|Time Capsule]], [[Apple Cinema Display]], [[Apple Mighty Mouse|Mighty Mouse]], the [[Apple Wireless Keyboard]] computer keyboard, and the [[Apple USB Modem]].
 
===iPod===
{{main|iPod}}
[[Image:Ipod Nano 4G 20080911.JPG|thumb|100px|iPod Nano]]
On October 23, 2001, Apple introduced the [[iPod]] digital music player. It has evolved to include various models targeting the needs of different users. The iPod is the market leader in portable music players by a significant margin, with more than 100 million units shipped as of April 9, 2007.<ref>{{cite web
| url = http://news.cnet.com/2100-1041_3-6174435.html?hhTest=1
| title = Apple ships 100 millionth iPod
| last = Reardon
| first = Marguerite
| publisher = [[CNet]]
| date = April 9, 2007
| accessdate = 2007-07-17}}</ref> Apple has partnered with [[Nike, Inc.|Nike]] to introduce the [[Nike+iPod]] Sports Kit enabling runners to synchronize and monitor their runs with [[iTunes]] and the [http://nikeplus.nike.com/nikeplus/ Nike+ website]. Apple currently sells four variants of the iPod.
 
*[[iPod classic]], [[portable media player]] introduced in 2001, with 120GB capacity.
*[[iPod nano]], portable media player introduced in 2005, available in 8 and 16 GB models.
*[[iPod shuffle]], digital audio player introduced in 2005, available in 1 and 2 GB models.
*[[iPod touch]], portable media player introduced in September 2007, available in 8, 16 and 32 GB models.
 
===iPhone===
{{main|iPhone}}
At the [[Macworld Conference & Expo]] in January 2007, Steve Jobs revealed the long anticipated<ref> http://query.nytimes.com/gst/fullpage.html?res=9D04E7D6133DF93AA2575BC0A9649C8B63 </ref> [[iPhone]], a convergence of an Internet-enabled [[smartphone]] and iPod.<ref>http://www.apple.com/pr/library/2007/01/09iphone.html</ref> The iPhone combines a 2.5G [[quad band]] [[Global System for Mobile Communications|GSM]] and [[Enhanced Data Rates for GSM Evolution|EDGE]] cellular phone with features found in hand held devices, running a scaled-down versions of Apple's Mac OS X, with various Mac OS X applications such as [[Safari (web browser)|Safari]] and [[Mail (software)|Mail]]. It also includes web-based and [[Dashboard (software)|Dashboard]] apps such as [[Google Maps]] and [[Dashboard (software)#Included widgets|Weather]]. The iPhone features a {{convert|3.5|in|mm|sing=on}} touch screen display, 4 or 8 GB of memory, [[Bluetooth]], and [[Wi-Fi]] (both "b" and "g").<ref>http://www.apple.com/pr/library/2007/01/09iphone.html</ref> The iPhone first became available on June 29, 2007 for $499 (4 GB) and $599 (8 GB).<ref>http://www.apple.com/pr/library/2007/06/28iphone.html</ref> On June 9, 2008, at WWDC 2008, Steve Jobs announced that the iPhone 3G would be available on July 11, 2008.<ref>http://www.apple.com/pr/library/2008/06/09iphone.html</ref> This version added support for 3G networking and assisted-GPS navigation, among other things.<ref>{{cite web | url = http://www.tuaw.com/2008/06/09/3g-iphone-what-it-means-a-look-at-the-hardware/ | title = 3G iPhone: What it means&nbsp;— a look at the hardware | publisher = The Unofficial Apple Weblog | date = 2008-06-09 | accessdate = 2008-06-11 }}</ref>
 
===Apple TV===
{{main|Apple TV}}
At the 2007 Macworld conference, Jobs demonstrated the [[Apple TV]], (previously known as the iTV<ref>http://www.apple.com/pr/library/2006/sep/12itunes7.html</ref>), a set-top video device intended to bridge the sale of content from iTunes with high-definition televisions. The device links up to a user's TV and syncs, either via Wi-Fi or a wired network, with one computer's [[iTunes]] library and streams from an additional four. The Apple TV incorporates a 40&nbsp;GB hard drive for storage, includes outputs for [[HDMI]] and [[component video]], and plays video at a maximum resolution of [[720p]].<ref>http://www.apple.com/pr/library/2007/01/09appletv.html</ref> On May 31, 2007 a 160&nbsp;GB drive was released alongside the existing 40 GB model<ref>http://www.apple.com/pr/library/2007/05/30appletv.html</ref> and on January 15, 2008 a software update was released, which allowed media to be purchased directly from the Apple TV. <ref>http://www.apple.com/pr/library/2008/01/15appletv.html</ref>
 
===Software===
{{see also|List of Macintosh software}}
Apple develops its own [[operating system]] to run on Macs, [[Mac OS X]], the latest version being [[Mac OS X v10.5|Mac OS X v10.5 Leopard]]. Apple also independently develops computer software titles for its Mac OS X operating system. Much of the software Apple develops is bundled with its computers. An example of this is the consumer-oriented iLife software package which bundles [[iDVD]], [[iMovie]], [[iPhoto]], [[iTunes]], [[GarageBand]], and [[iWeb]]. For presentation, page layout and word processing, [[iWork]] is available, which includes [[Keynote (software)|Keynote]], [[Pages]], and [[Numbers (software)|Numbers]]. iTunes, [[QuickTime]] media player, and [[Safari (web browser)|Safari]] [[web browser]] are available as free downloads for both Mac OS X and Windows.
 
Apple also offers a range of professional software titles. Their range of server software includes the operating system [[Mac OS X Server]]; [[Apple Remote Desktop]], a remote systems management application; [[WebObjects]], [[Java 2 Platform, Enterprise Edition|Java]] [[World Wide Web|Web]] [[application server]]; and [[Xsan]], a [[Storage Area Network]] file system. For the professional creative market, there is [[Aperture (software)|Aperture]] for professional [[RAW image format|RAW]]-format [[photo]] processing; [[Final Cut Studio]], a video production suite; [[Logic Pro|Logic]], a comprehensive music toolkit and [[Shake (software)|Shake]], an advanced effects composition program.
 
Apple also offers online services with [[MobileMe]] (formerly [[.Mac]]) which bundles personal [[web page]]s, [[email]], [[social network service|Groups]], [[iDisk]], [[Backup (backup software)|backup]], [[iSync]], and Learning Center online tutorials. MobileMe is a subscription-based internet suite that capitalizes on the ability to store personal data on an online server and thereby keep all web-connected devices in sync.<ref>{{cite web|url= http://www.apple.com/mobileme/features/|title=Apple.com&nbsp;— MobileMe&nbsp;— Features|accessdate=31 August|accessyear=2008}}</ref>
{{Timeline of Apple Products}}
 
==Culture==
===Business===
Apple was one of several highly successful companies founded in the 1970s that bucked the traditional notions of what a corporate culture should look like in terms of organizational hierarchy (flat versus tall, casual versus formal attire, etc). Other highly successful firms with similar cultural aspects from the same time period include [[Southwest Airlines]] and [[Microsoft]]. Originally, the company stood in opposition to staid competitors like IBM more or less by default, thanks to the influence of its founders; Steve Jobs often walked around the office barefoot even after Apple was a [[Fortune 500]] company. By the time of the [[1984 (television commercial)|"1984" TV ad]], this trait had become a key way the company attempts differentiated itself from its competitors.<ref>[[ValueWiki:AAPL#Corporate Culture|Apple Corporate Culture]]</ref>
 
As the company has grown and been led by a series of chief executives, each with his own idea of what Apple should be, some of its original character has arguably been lost, but Apple still has a reputation for fostering individuality and excellence that reliably draws talented people into its employ, especially after Jobs' return. To recognize the best of its employees, Apple created the Apple Fellows program. Apple Fellows are those who have made extraordinary technical or leadership contributions to [[personal computing]] while at the company. The Apple Fellowship has so far been awarded to a few individuals including [[Bill Atkinson]],<ref name="hertzfeld">[[Andy Hertzfeld|Hertzfeld, Andy]]. [http://www.folklore.org/StoryView.py?project=Macintosh&story=Credit_Where_Due.txt Credit Where Due],''Folklore.org'', January 1983. Retrieved on [[2006-05-26]].</ref> [[Steve Capps]],<ref>[https://www.msu.edu/~luckie/hallofame.htm Newton Hall of Fame!<!-- Bot generated title -->]</ref> [[Rod Holt]],<ref name="hertzfeld"/> [[Alan Kay]],<ref name="yoyow">Eisenhart, Mary. [http://www.yoyow.com/marye/mtstories/kawasaki.html Fighting Back For Mac], ''MicroTimes'', 1997. Retrieved on [[2006-05-26]].</ref><ref>[[Andy Hertzfeld|Hertzfeld, Andy]]. [http://www.folklore.org/StoryView.py?project=Macintosh&story=Leave_Of_Absence.txt Leave of Absence],''Folklore.org'', March 1984. Retrieved on [[2006-05-26]].</ref> [[Guy Kawasaki]],<ref name="yoyow"/><ref>Kawakami, John. [http://www.mactech.com/articles/mactech/Vol.11/11.09/Sep95Newsbits/index.html Apple Taps Guy Kawasaki For Apple Fellows Program], ''[[MacTech]]'', September 1995. Retrieved on [[2006-05-26]].</ref> [[Al Alcorn]],<ref>[http://www.wired.com/wired/archive/4.10/atari.html Wired 4.10: Spawn of Atari]</ref> [[Don Norman]],<ref name="yoyow"/> [[Rich Page]],<ref name="hertzfeld"/> and [[Steve Wozniak]].<ref name="hertzfeld"/>
 
===User===
According to surveys by [[J. D. Power]], Apple has the highest brand and repurchase loyalty of any computer manufacturer. While this brand loyalty is considered unusual for any product, Apple appears not to have gone out of its way to create it. At one time, [[Apple evangelist]]s were actively engaged by the company, but this was after the phenomenon was already firmly established. Apple evangelist [[Guy Kawasaki]] has called the brand fanaticism "something that was stumbled upon".<ref>Huba, Jackie; McConnell, Ben. [http://www.creatingcustomerevangelists.com/resources/evangelists/guy_kawasaki.asp The father of evangelism marketing].</ref> Apple has, however, supported the continuing existence of a network of Mac [[user group|User Groups]] in most major and many minor centers of population where Mac computers are available.
 
Mac users meet at the European [[Apple Expo]] and the San Francisco [[Macworld Conference & Expo]] trade shows where Apple introduces new products each year to the industry and public. Mac developers in turn gather at the annual Apple [[Worldwide Developers Conference]].
 
[[Apple Store (retail)|Apple Store]] openings can draw crowds of thousands, with some waiting in line as much as a day before the opening or flying in from other countries for the event.<ref>[http://www.wired.com/gadgets/mac/news/2003/12/61513 Apple Store: Chain of Devotion<!-- Bot generated title -->]</ref> The [[New York City]] [[Fifth Avenue]] "Cube" store had a line as long as half a mile; a few Mac fans took the opportunity of the setting to propose marriage.<ref>[http://ifostore.cachefly.net/fifth_avenue/index.html ifo Apple Store - Fifth Avenue Grand Opening<!-- Bot generated title -->]</ref> The Ginza opening in Tokyo was estimated in the thousands with a line exceeding eight city blocks.<ref>[http://www.japanconsuming.com/news/040828.html JapanConsuming.com: Apple in Osaka<!-- Bot generated title -->]</ref>
 
John Sculley told ''[[The Guardian]]'' newspaper in 1997: "People talk about technology, but Apple was a marketing company. It was the marketing company of the decade."<ref>[http://www.wired.com/gadgets/mac/commentary/cultofmac/2002/12/56677 Wired News: Apple: It's All About the Brand]</ref>
 
Market research indicates that Apple draws its customer base from an unusually artistic, creative, and well-educated population, which may explain the platform’s visibility within certain youthful, avant-garde subcultures.<ref>[[Ian Fried (writer)|Fried, Ian]]. [http://news.cnet.com/2100-1040-943519.html?hhTest=1 Are Mac users smarter?], ''[[news.com]]'', [[2002-07-12]]. Retrieved on [[2006-04-24]].</ref>
 
==Corporate affairs==
Apple has a history of [[vertical integration]] in their products, manufacturing the hardware on which they pre-install their software.<ref>[http://www.letsgodigital.org/en/17306/mac-os-x-leopard/ Apple Mac OS X Leopard]. Retrieved [[2008-08-10]]</ref> <ref>[http://www.deccanherald.com/Content/Jul112007/cyberspace2007071012080.asp Deccan Herald - Say hello to the iPhone]. Retrieved [[2008-08-10]]</ref>
 
During the Mac's early history Apple generally refused to adopt prevailing industry standards for hardware, instead creating their own. <ref>http://lawlor.cs.uaf.edu/~olawlor/ref/mac_ports/index.html</ref> This trend was largely reversed in the late 1990s beginning with Apple's adoption of the [[Peripheral Component Interconnect|PCI]] bus in the [[Power Macintosh 7500|7500]]/[[Power Macintosh 8500|8500]]/[[Power Macintosh 9500|9500]] [[Power Macintosh|Power Macs]]. Apple has since adopted [[USB]], [[AGP]], [[HyperTransport]], [[Wi-Fi]], and other industry standards in its computers and was in some cases a leader in the adoption of such standards such as USB.<ref>http://www.ibm.com/developerworks/power/library/pa-spec7.html</ref> [[FireWire]] is an Apple-originated standard which has seen widespread industry adoption after it was standardized as [[IEEE 1394]].<ref>[http://www.1394ta.org/Technology/index.htm 1394 Trade Association: What is 1394?]</ref>
 
Ever since the first Apple store opened, Apple has sold third party accessories.<ref>http://www.apple.com/pr/library/2003/may/20retail.html</ref> This allows, for instance, Nikon and Canon to sell their Mac-compatible digital cameras and camcorders inside the store. Adobe, one of Apples oldest software partners<ref>http://www.macworld.com/article/59940/2007/09/adobeandapple.html</ref>, also sells its Mac-compatible software, as does Microsoft, who sells Microsoft Office for the Mac. Books from [[John Wiley & Sons]], who publishes the [[For Dummies]] series of instructional books, are a notable exception however. The publisher's line of books were banned from [[Apple Store (retail)|Apple Stores]] in 2005 because Steve Jobs disagreed with their editorial policy.<ref>Hafner, Katie: [http://www.nytimes.com/2005/04/30/technology/30apple.html?ex=1272513600&en=7cc0ad54117bc197&ei=5090&partner=rssuserland&emc=rss Steve Jobs's Review of His Biography: Ban It], ''[[The New York Times]]'', [[2005-04-30]].</ref>
 
===Headquarters===
[[Image:Apple 1 Infinite Loop.JPG|right|thumb|Apple Inc., [[Infinite Loop (street)|1 Infinite Loop]], [[Cupertino]], [[California|CA]].]]Apple Inc.'s world corporate headquarters are located in the middle of [[Silicon Valley]], at 1 [[Infinite Loop (street)|Infinite Loop]], [[Cupertino, California|Cupertino]], [[California]]. This Apple campus has six buildings which total <span style="white-space:nowrap">850,000&nbsp;sq&nbsp;ft&nbsp;(79,000&nbsp;m²)</span> and was built in 1993 by Sobrato Development Cos.<ref>[http://sanjose.bizjournals.com/sanjose/stories/2005/10/03/story4.html Apple gobbles up Cupertino office space - Silicon Valley / San Jose Business Journal:<!-- Bot generated title -->]</ref>
 
In 2006, Apple announced its intention to build a second campus on 50 acres assembled from various contiguous plots. The new campus, also in Cupertino, will be about one mile (1.6 km) east of the current campus.<ref>{{cite web | title = The Bay Area: Apple Inc. | work = traveldk.com | publisher = Dorling Kindersley Limited | url = http://traveldk.com/san-francisco/bay-area/member/apple-inc | format = HTML | accessdate = 2008-05-07}}</ref>
 
===CEOs===
*1977–1981: [[Michael Scott (Apple)|Michael "Scotty" Scott]]
*1981–1983: [[Mike Markkula|A. C. "Mike" Markkula]]
*1983–1993: [[John Sculley]]
*1993–1996: [[Michael Spindler]]
*1996–1997: [[Gil Amelio]]
*1997–Present: [[Steve Jobs]] (Interim CEO 1997–2000)
 
===Current Board of Directors===
*[[Bill Campbell (CEO)|Bill Campbell]], Chairman of [[Intuit Inc.]]
*[[Millard Drexler]], Chairman and CEO of [[J.Crew]]
*[[Al Gore]], Former [[Vice President of the United States]]
*[[Steve Jobs]], CEO and Co-founder of Apple; also a director of [[The Walt Disney Company]]
*[[Andrea Jung]], Chairman and CEO of [[Avon Products]]
*[[Arthur D. Levinson]], Chairman and CEO of [[Genentech]]
*[[Eric E. Schmidt]], Chairman and CEO of [[Google]]
*[[Jerry York (businessman)|Jerry York]], Chairman, President, and CEO of Harwinton Capital
 
===Current executives===
*[[Steve Jobs]], [[Chief Executive Officer]]
*[[Timothy D. Cook]], [[Chief Operating Officer]]
*[[Peter Oppenheimer]], [[Chief Financial Officer]]
*[[Philip W. Schiller]], Senior Vice President of Worldwide [[Product Marketing]]
*Mark Papermaster, Senior Vice President of Devices Hardware Engineering
*[[Jonathan Ive]], Senior Vice President of [[Industrial Design]]
*[[Bertrand Serlet]], Senior Vice President of [[Software Engineering]]
*[[Ron Johnson (Apple)|Ron Johnson]], Senior Vice President of [[Retail]]
*[[Sina Tamaddon]], Senior Vice President of [[Software Application|Applications]]
*[[Scott Forstall]], Senior Vice President of [[iPhone]] Software
*[[Daniel Cooperman]], Senior Vice President, [[General Counsel]] and [[Secretary]]
 
===Advertising===
{{main|Apple Inc. advertising}}
Since the introduction of the Macintosh in 1984 with the [[1984 (television commercial)|1984]] [[Super Bowl]] [[Super Bowl advertising|commercial]] to the more modern '[[Get a Mac]]' adverts, Apple has been recognized in the past for its efforts towards effective advertising and marketing for its products, though it has been [[Apple Inc. advertising#Criticism|criticized]] for the claims of some more recent campaigns, particularly 2005 Power Mac ads.<ref>[http://windowsitpro.com/article/articleid/42165/bbb-tells-apple-to-halt-misleading-ads.html BBB Tells Apple to Halt Misleading Ads]</ref><ref>[http://news.bbc.co.uk/1/hi/technology/3797261.stm Apple Power Mac ads 'misleading']</ref><ref>[http://www.computing.co.uk/vnunet/news/2192019/asa-clears-apple-ads UK watchdog clears Apple ads]</ref>
 
====Logos====
:''See also: [[U+F8FF]] or ''<span style="font-family: Lucida Grande, monotype"></span>'', seen as the Apple logo in [[Typography of Apple Inc.|some fonts]].''
Apple’s first logo, designed by Jobs and Wayne, depicts [[Sir Isaac Newton]] sitting under an apple tree. Almost immediately, though, this was replaced by [[Rob Janoff]]’s “rainbow Apple,” the now-familiar [[rainbow]]-colored silhouette of an apple with a bite taken out of it, possibly as a tribute to [[Isaac Newton]]'s discoveries of the gravity (the apple), and the separation of light by prisms (the colors). This was one of several designs Janoff presented to Jobs in 1976.<ref>[http://www.wired.com/gadgets/mac/news/2003/09/60597 Wired News: Apple Doin' the Logo-Motion]</ref>
 
While it is generally accepted to have referred to Isaac Newton, a curious [[urban legend]] exists that the bitten apple pays [[homage]] to the mathematician [[Alan Turing]], who committed suicide by eating an apple he had laced with cyanide.<ref>{{cite web
| url = http://www.guardian.co.uk/artanddesign/artblog/2007/jun/19/theenigmaofalanturing
| title = The enigma of Alan Turing
| accessdate = 2008-11-05
| author =
| last =
| first =
| authorlink =
| coauthors =
| date = June 19, 2007
| work =
| publisher = [[guardian.co.uk]]
}}</ref> Turing is regarded as one of the fathers of the computer. The rainbow colors of the logo are rumored to be a reference to the [[Rainbow flag (LGBT movement)|rainbow flag]], as a homage to Turing's homosexuality.<ref>[http://www.greggore.com/dln021203.htm Understanding the Enigma of the Apple Computer Logo<!-- Bot generated title -->]</ref>
 
In 1998, with the roll out of the new iMac, Apple began to use a [[monochromatic]] logo—supposedly at the insistence of recently returned Jobs—nearly identical in shape to its previous rainbow incarnation. However, no specific color is prescribed throughout Apple's software and hardware line. The logo's shape is one of the most recognized brand symbols in the world, identifies all Apple products and retail stores (the name "Apple" is not even present) and has been included as [[label|stickers]] in nearly all Macintosh and iPod packages through the years.
 
<div align="center">
<gallery>
Image:Apple first logo.png|The original Apple logo featuring Isaac Newton under the fabled apple tree.
Image:Apple Computer Logo.svg|The rainbow Apple logo, used from late 1976 to early 1998
Image:Apple.svg|The monochrome Apple logo, used from 1998 to present.
Image:Applelogo.png|Stylized Apple Logo, used 2001 to around 2005 on Apple Software.
</gallery>
</div>
 
====Slogans====
{{main|List of Apple Inc. slogans}}
 
Apple's first slogan, "[[Byte]] into an Apple", was coined in the late 1970s.
<ref>{{cite web
| last =
| first =
| authorlink =
| coauthors =
| title = Apple Company
| work = Operating System Documentation Project
| publisher = Operating System Documentation Project
| date = 2007-12-10
| url = http://www.operating-system.org/betriebssystem/_english/fa-apple.htm
| format =
| accessdate = 2008-08-18 }}</ref>
From 1997–2002, Apple used the slogan [[Think Different]] in advertising campaigns. The slogan had a lasting impact on their image and revived their popularity with the media and customers. Although the slogan has been retired, it is still closely associated with Apple. <ref>[http://www.theinspirationroom.com/daily/2005/apple-think-different Apple Think Different Campaign | The Inspiration Room Daily]. Retrieved August 12, 2008</ref>
Apple also has slogans for specific product lines&nbsp;— for example, "iThink, therefore iMac", was used in 1998 to promote the iMac,
<ref>[http://www.wap.org/tours/macworldny/ithink.html MacWorld New York: I think, therefore iMac]. Retrieved August 13, 2008.</ref>
and "Say hello to iPhone" has been used in iPhone advertisements.
<ref>[http://billday.com/2007/06/29/say-hello-to-iphone/ BillDay.com » Say hello to iPhone]. Retrieved August 13, 2008.</ref>
 
==Environmental record==
[[Greenpeace]], an [[environmentalist]] organization, has controversially confronted Apple on various environmental issues, including promoting a global end-of-life take-back plan, non-recyclable hardware components, and toxins within the [[iPhone]] hardware.
<ref>[http://www.greenpeace.org/apple/itox.html iTox + iWaste]</ref>
<ref>[http://i.abcnews.com/Technology/PCWorld/story?id=3731164 ABC News: Is the iPhone Toxic? Greenpeace Says So]. Retrieved August 12, 2008</ref>
Since 2003 they have campaigned against Apple regarding their chemical policies, in particular the inclusion of [[polyvinyl chloride|PVC]] and [[brominated flame retardant|BFR]]s in their products.
<ref>[http://www.greenpeace.org/apple/itox.html iTox + iWaste]. Retrieved August 12, 2008</ref>
On May 2, 2007, [[Steve Jobs]] released a report announcing plans to completely eliminate PVC and BFRs by the end of 2008.
<ref name="agreenapple">[http://www.apple.com/hotnews/agreenerapple/ Apple - A Greener Apple]. Retrieved August 12, 2008</ref>
<ref>[http://www.greenpeace.org/international/news/tasty-apple-news-020507 Tasty news from Apple! | Greenpeace International]. Retrieved August 12, 2008</ref>
 
Greenpeace runs a "Guide to Greener Electronics", which rates companies on chemical-disposal waste-reduction practices. In the first edition, released in August 2006, Apple scored 2.7/10.<ref>[http://www.greenpeace.org/international/campaigns/toxics/electronics/how-the-companies-line-1 How the companies line up | Greenpeace International]. Retrieved August 12, 2008</ref> In subsequent editions Apple's score has improved steadily.
<ref>[http://www.greenpeace.org/international/campaigns/toxics/electronics/how-the-companies-line-2 How the companies line up: 2nd Edition | Greenpeace International]. Retrieved August 12, 2008</ref>
<ref>[http://www.greenpeace.org/international/campaigns/toxics/electronics/how-the-companies-line-3 How the companies line up: 3rd Edition | Greenpeace International]. Retrieved August 12, 2008</ref>
<ref>[http://www.greenpeace.org/international/campaigns/toxics/electronics/how-the-companies-line-4 How the companies line up: 4th Edition | Greenpeace International]. Retrieved August 12, 2008</ref>
<ref>[http://www.greenpeace.org/international/campaigns/toxics/electronics/how-the-companies-line-up-6 How the companies line up: 6th Edition | Greenpeace International]. Retrieved August 12, 2008</ref> Apple has soon improved its score to a 4.1/10, placing it in the 45 percentile among 17 other electronic companies and 10th in the rankings. <ref>[http://www.greenpeace.org/usa/news/company-scores-plummet]</ref>
 
At the 2007 [[Macworld Expo]], Greenpeace presented a critique of Apple. [[Rick Hind]], the legislative director of Greenpeace's toxics campaign, said, "(The company) is getting greener, but not green enough." Hind commented further, "The Macbook Air has less toxic PVC plastic and less toxic BFRs, but it could have zero and that would make Apple an eco-leader.""
<ref name="hylwpa">[http://www.wired.com/gadgets/mac/news/2008/01/green_apple Apple's 'Green' Notebook Doesn't Impress Environmentalists]. Retrieved August 12, 2008</ref>
 
[[Climate Counts]], a [[nonprofit organization]] dedicated to directing consumers toward the greenest companies, gave Apple 11 points out of a possible 100 which placed the company last among electronics companies. Climate Counts also labeled Apple with a "stuck icon," and the environmental group added that Apple was "a choice to avoid for the climate conscious consumer."
<ref>[http://www.informationweek.com/news/hardware/mac/showArticle.jhtml?articleID=207601672 Environmental Group Hits Apple]</ref>
Steve Jobs responded "get out of the computer business (and) go save some whales." <ref name="hylwpa"/>
 
The [[United States Environmental Protection Agency|Environmental Protection Agency]] rates Apple highest amongst producers of notebook computers, and fairly well compared to producers of desktop computers and [[LCD displays]].
<ref>[http://www.macobserver.com/article/2007/01/08.6.shtml EPA Gives Apple Silver Rating on Environment || The Mac Observer<!-- Bot generated title -->]</ref>
<ref name="redgreenpeace"> [http://arstechnica.com/journals/apple.ars/2007/1/6/6507 EPA information should make GreenPeace red-faced over Apple targeting], ''[[Ars Technica]]''. Retrieved on [[2007-01-08]].</ref>
 
In 2007 and 2008, Apple updated the [[Macbook Pro]]'s backlighting and LCD screens, updating from [[cold cathode]] lamps to [[mercury (element)|mercury]]-free [[LED]]s and [[arsenic]] free [[LCD]]s respectively.
<ref>[http://www.apple.com/macbookpro/graphics.html Apple: MacBook Pro Graphics]. Retrieved on [[2007-06-08]].</ref>
<ref name="agreenapple"/>
 
==Criticism==
*The Danish Consumer Complaints Board reported a fault with Apple's [[iBook]] line and criticized Apple's lackluster response to the issue, indicating quality-control and customer support problems at Apple.<ref>[http://www.theinquirer.net/en/inquirer/news/2007/05/04/danes-prove-apple-ibook-g4-has-a-defect Danes prove Apple iBook G4 has a defect - The INQUIRER]</ref> The iBook had a fault that caused the computer to break down after a certain number of computer restarts, usually outside of Apple's standard one year warranty period. Websites such as AppleDefects.com have been set up detailing issues on Apples product portfolio. <ref>[http://arstechnica.com/news.ars/post/20060809-7457.html Quality control problems or growing pains at Apple?].</ref><ref>[http://blogs.smh.com.au/mashup/archives/005023.html The Sydney Morning Herald Blogs: MashUp]</ref>
 
*Apple has been criticized for post-launch price changes, most notably after the price of the [[iPhone]] was reduced by $200 just two months after its release, resulting in a flood of complaints to Apple.<ref>[http://www.businessethics.ca/blog/2007/09/were-iphone-early-adopters-abused.html The Business Ethics Blog: Were iPhone Early-Adopters "Abused?", by Chris MacDonald<!-- Bot generated title -->]</ref><ref>[http://www.tuaw.com/2007/09/05/apple-screwed-you-so-now-what/ Apple screwed you: So now what? - The Unofficial Apple Weblog (TUAW)]</ref> Apple did however attempt to rectify complaints by offering $100 store credit to early iPhone customers. <ref>[http://www.apple.com/hotnews/openiphoneletter/ Apple - To all iPhone customers]</ref><ref>[http://www.engadget.com/2007/09/14/iphones-100-apple-store-credit-program-goes-live/ iPhone's $100 Apple Store Credit program goes live - Engadget]</ref>
 
*Apple has been accused of pressuring journalists to release their sources, with regards to leaked information about new Apple products, going as far as filing lawsuits against "John Does".<ref>[http://www.eff.org/cases/apple-v-does Apple v. Does], ''[[Electronic Frontier Foundation|EFF]]'', [[2006-05-26]]. Retrieved on [[2007-05-14]].</ref> In particular, Apple fought a protracted battle against the Think Secret web site which resulted in a "positive solution for both sides". No sources were revealed.<ref>[http://www.theregister.co.uk/2007/12/20/apple_closes_thinksecret/ Apple mugs Think Secret | The Register]. Retrieved August 12, 2008</ref>
 
*There has been criticism of the [[iPhone]] and the [[iPod]] being locked into [[iTunes]] and creating a iTunes store monopoly for these devices <ref>[http://newsvote.bbc.co.uk/1/hi/technology/7002612.stm BBC NEWS | Technology | Time for Apple to face the music?<!-- Bot generated title -->]</ref>. Similarly, Apple has not licensed its [[FairPlay]] DRM system to any other company, preventing users from listening to DRM protected music bought from sources other than the [[iTunes Store]]. By not allowing other companies or individuals to interoperate with its DRM system, Apple prevents competition and divides the market. iTunes does, however, play non-DRM protected music. {{Fact|date=August 2008}}
 
*In 2006, Apple was criticized by the [[Mail on Sunday]] for possible [[sweatshop]] conditions in factories in [[China]] where contract manufacturers make the iPod.<ref>[http://www.washingtonpost.com/wp-dyn/content/article/2006/06/15/AR2006061501898.html Sweatshop Conditions at IPod Factory Reported]</ref> Immediately after the allegations, Apple launched an extensive investigation and worked with their manufacturers to remove all unacceptable conditions <ref>[http://www.macnewsworld.com/story/61454.html Apple, IT and the Specter of Sweatshop Labor]</ref> but did not find any instances of sweatshop conditions. <ref>[http://www.wired.com/science/discoveries/news/2006/08/71619 Apple: No Sweatshop IPod Labor]</ref>
 
*The batteries in the iPod<ref>[http://www.timesonline.co.uk/tol/news/world/article993003.ece Apple acts after battery of iPod complaints - Times Online]</ref>, iPhone<ref>[http://news.cnet.com/8301-10784_3-9739479-7.html?hhTest=1 Apple's iPhone battery replacement requires 85 bucks, data backup | Tech news blog - CNET News.com]</ref> and [[MacBook Air]] <ref>[http://www.slashgear.com/macbook-air-has-non-user-replaceable-battery-storage-159681.php MacBook Air has non-user-replaceable battery & storage - SlashGear]</ref> are not easily replaced by users.
 
*Apple was caught up in controversy regarding the online sales of music in the [[European Union]] where, as a single market, customers should be free to purchase goods and services from any member state. [[iTunes Store]]s there restricted users to only allow the purchase of content from the country to which their payment details originate, which also forced users in some countries to pay higher prices. On December 3, 2004 the British [[Office of Fair Trading]] referred the iTunes Music Store to the [[European Commission]] for violation of EU free-trade legislation. Apple commented that they did not believe they violated EU law, but were restricted by legal limits to the rights granted to them by the music labels and publishers. PC World commented that it appeared ''"the Commission's main target is not Apple but the music companies and music rights agencies, which work on a national basis and give Apple very little choice but to offer national stores"''. <ref>[http://www.pcworld.com/article/130384/ PC World - European Borders Fracture iTunes]. Retrieved August 14, 2008</ref>
 
==Mergers and acquisitions==
{{main|List of Apple mergers and acquisitions}}
 
==References==
{{reflist|colwidth=30em}}
;History
*{{cite book|title="So Far: The First Ten Years of a Vision"|publisher=Apple Computer|author=Rob Price|year=1987|id=ISBN 1-55693-974-4}}
*{{cite web|url=http://www.microprocessor.sscc.ru/comphist/|title=Chronology of Events in the History of Microcomputers|author=Ken Polsson|accessdate=2008-08-18}}
*{{cite web|url=http://www.oazoo.com|title=Apple III history|accessdate=2006-08-05}}
*{{cite web|url=http://apple2history.org/history/appy/ahb2.html|title=Apple II history|accessdate=2008-08-18}}</div>
 
==Further reading==
{{Sisterlinks|Apple Inc.}}
<div class=references-small>
*[[Gil Amelio]], William L. Simon (1999), ''On the Firing Line: My 500 Days at Apple'' ISBN 0-88730-919-4
*Jim Carlton, ''Apple: The Inside Story of Intrigue, Egomania and Business Blunders'' ISBN 0-88730-965-8
*Alan Deutschman (2000), ''The Second Coming of Steve Jobs'', Broadway, ISBN 0-76790-432-X
*[[Andy Hertzfeld]] (2004), ''Revolution in the Valley'', O'Reilly Books ISBN 0-596-00719-1
*Paul Kunkel, ''AppleDesign: The Work of the Apple Industrial Design Group'' ISBN 1-888001-25-9
*[[Steven Levy]] (1994), ''Insanely Great: The Life and Times of Macintosh, the Computer That Changed Everything'' ISBN 0-14-029177-6
*Owen Linzmayer (2004), ''[[Apple Confidential 2.0]]'', No Starch Press ISBN 1-59327-010-0
*[[Michael S. Malone]] (1999), ''Infinite Loop'' ISBN 0-385-48684-7
*Frank Rose (1990), ''West of Eden: The End of Innocence at Apple Computer'', [[Penguin Books]] ISBN 0-14-009372-9
*[[John Sculley]], John A. Byrne (1987) ''Odyssey: Pepsi to Apple'', Harpercollins, ISBN 0-06-015780-1
*[[Steve Wozniak]], Gina Smith (2006), ''[[iWoz|iWoz: From Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It]]'', [[W. W. Norton & Company]], ISBN 0-393-06143-4
*Jeffrey S. Young (1988). ''Steve Jobs, The Journey is the Reward'', Lynx Books, ISBN 1-55802-378-X
*Jeffrey S. Young, William L. Simon (2005), ''iCon Steve Jobs: The Greatest Second Act in the History of Business'', [[John Wiley & Sons|Wiley]], ISBN 0-47172-083-6</div>
 
==External links==
{{Commons}}
*[http://www.apple.com/ Apple Inc.]
*[http://hoovers.com/company-information/--ID__12644--/free-co-factsheet.xhtml Apple Inc. Hoover's Factsheet]
*[http://finance.google.com/finance?q=AAPL Apple Inc. company profile]—[[Google Finance]]
 
{{Companies portal}}
{{Apple}}
{{IT giants}}
{{NASDAQ-100}}
 
<!--Please only add categories to Category:Apple Inc. only when they don't apply to this specific article. -->
 
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[[Category:Companies based in Silicon Valley]]
[[Category:Steve Jobs]]
[[Category:Networking hardware companies]]
[[Category:Computer companies of the United States]]
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[[Category:Cupertino, California]]
[[Category:Electronics companies]]
[[Category:Home computer hardware companies]]
[[Category:Portable audio player manufacturers]]
[[Category:Software companies of the United States]]
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Revision as of 13:23, November 8, 2008

A red apple from Paper Mario.

Apples are a variety of fruit that appear in many Mario games. They have had many different uses throughout its many appearances. In Paper Mario they are a cheap item only found in Boo's Mansion. One is able to find Apples by simply Spin Jumping on various crates in the cellar of the mansion. They heal 5 HP, but are better put to use in cooking. Only a limited number could be found in the game, making them extremely rare. If a player wished to complete the recipes, strategic thinking was required. In Yoshi's Story, Apples are the Red Yoshi and Pink Yoshi's favorite fruit, along with Melons.

File:YS Apple.gif
An Apple from Yoshi's Story.

Apples also appeared in Super Smash Bros. Melee. They occasionally fell off of Whispy Woods in the Green Greens stage. They could be thrown at other players to damage them. A smaller variety appears as Food; these Apples can heal 5% health. The apples don't appear anywhere else in the game, however; they don't even appear as a Trophy.

Artwork of an Apple from Yoshi Topsy-Turvy
An Apple from Yoshi Topsy-Turvy.

Apples had a rather large role in Yoshi Topsy-Turvy, where Bowser turned all of the Egglings into Apples when they fled to Yoshi's Island after the Koopa Troop's attack on their homeland. The Spirit Who Loves Cuteness, who was a friend of the Egglings, was dumbfounded at this tragedy and enlisted Yoshi to seek out the Apples and eat them, which would lift the curse upon the Egglings and restore them to their initial forms. The Apples in this game came in two colors, red and green, and, while the two colors of Apple could be found doing anything regardless of any kind of coloration code, green ones typically stayed in one spot and most red Apples glided downward on parachutes.

Big Apples appeared in the Apple Kingdom of Donkey Kong: Jungle Beat. At the end of each Apple Kingdom level, there was an oversized Apple (two times bigger than Donkey Kong) that DK needed to eat.

Super Paper Mario brings Apples back; however, in the game, there is no such item named "Apple". There only is an item named Red Apple. Also, this game introduces new kinds of apples, including the taboo Black Apple, the luscious but cursed Golden Apple, the mustache-inducing Yellow Apple, the fruit-transforming Pink Apple, and the shrinking Blue Apple. (It is interesting to note that all varieties of Apple in this game simply restore five HP, except for the Black Apple, which restores only one, when used on a playable character; the above ailments are induced only when they are given to a non-playable character.) The more-useful Primordial Fruit introduced earlier in Super Paper Mario also slightly resembles that game's Apples, although the two items' exact relations are unknown.

Trivia

Recipes

Recipe Result of Cooked Item
Apple Super Soda
Lime + Apple Super Soda
Coconut + Apple Super Soda
Red Berry + Apple Super Soda
Blue Berry + Apple Super Soda
Yellow Berry + Apple Super Soda
Cake Mix + Apple Apple Pie
Melon + Apple Special Shake
Honey Syrup + Apple Tasty Tonic

Trophy Information from Super Smash Bros. Brawl

Type Image Description
Apples File:TrApples.jpg Fruit that falls from above when you're battling Whispy Woods. Kirby can suck them up and spit them out as useful projectile weapons. They're nice to have around when you don't have any Copy Abilities, but they do damage when they hit you, so they can be a bother too. They offer no ability when swallowed. These apples are not produced by Whispy Woods.

Super Paper Mario Apples

References

  1. ^ Nintendo Power Volume 28, p. 9


Template:SSB Items Template:Fruit

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