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                                                      Jawaharlal Nehru 

                                      (14 November 1889 – 27 May 1964)

Early life and career:

Jawaharlal Nehru was born to Motilal Nehru (1861–1931) and Swaroop Rani (1863–1954) in aKashmiri Pandit family. He was educated in India and Britain. In England, he attended the independent boy's school, Harrow and Trinity College, Cambridge. During his time in Britain, Nehru was also known as Joe Nehru.

On 7 February 1916, Nehru married sixteen year old Kamala Kaul. In the first year of the marriage, Kamala gave birth to their only child, Indira Priyadarshini. Much modern speculation has revolved around whether, during the final days of the British in India, Nehru and Edwina Mountbatten, the wife of Louis Mountbatten, the last Viceroy of India, were romantically involved.

Nehru raised the flag of independent India in New Delhi on 15 August 1947, the day India gained Independence. Nehru's appreciation of the virtues of parliamentary democracy, secularism and liberalism, coupled with his concerns for the poor and underprivileged, are recognised to have guided him in formulating socialist policies that influence India to this day. They also reflect the socialist origins of his worldview. His daughter, Indira Gandhi, and grandson, Rajiv Gandhi, also served as Prime Ministers of India.

Successor to Gandhi

On 15 January 1941 Gandhi said, "Some say Pandit Nehru and I were estranged. It will require much more than difference of opinion to estrange us. We had differences from the time we became co-workers and yet I have said for some years and say so now that not Rajaji but Jawaharlal will be my successor.

Political apprenticeship:

Jawaharlal Nehru remained the Prime Minister of India for 17 long years and can rightly be called the architect of modern India. He set India on the path of democracy and nurtured its institution - Parliament, multi-party system, independent judiciary and free press. He encouraged Panjayati Raj institutions.

With the foresight of a statesman he created institutions like Planning Commission, National Science Laboratories and laid the foundation of a vast public sector for developing infrastructure for industrial growth. Besides, developing the public sector, Nehru also wanted to encourage the private sector to establish a social order based on social justice he emphasised the need of planned development. Nehru gave a clear direction to India’s role in the comity of nations with the policy of non alignment and the principle of Panchsheel, the five principles of peaceful coexistence at a time when the rivalries of cold-war were driving the humanity to its doom. His vision was that of extensive application of science and technology and industrialisation for better living and liberation from the clutches of poverty, superstition and ignorance. Education to him was very important for internal freedom and fearlessness. It was Nehru who insisted if the world was to exist at all; it must exist as one. He was generous and gracious. Emotional sensitivity and intellectual passion infused his writings, giving them unusual appeal and topicality even today. He was awarded Bharat Ratna in 1955. He never forgot India's great cultural heritage and liked to combine tradition with modernity.

Jawaharlal was a prolific writer in English and wrote a number of books like ‘The Discovery of India’, ‘Glimpses of World History’, his autobiography, ‘towards Freedom' (1936) ran nine editions in the first year alone. Emotional sensitivity and intellectual passion infused his writings, giving them unusual appeal & topicality even today. He was awarded Bharat Ratna in 1955.

Pandit Nehru loved children and they call him affectionately as Chacha Nehru. Hie birthday is observed as Children's Day. He believed that children are the future of the nation. Nehru passed away in 1964.Nehru and his colleagues had been released as the British Cabinet Mission arrived to propose plans for transfer of power.

Once elected, Nehru headed an interim government, which was impaired by outbreaks of communal violence and political disorder, and the opposition of the Muslim League led by Muhammad Ali Jinnah, who were demanding a separate Muslim state of Pakistan. After failed bids to form coalitions, Nehru reluctantly supported the partition of India, according to a plan released by the British on 3 June 1947. He took office as the Prime Minister of India on 15 August, and delivered his inaugural address titled "A Tryst With Destiny"

"Long years ago we made a tryst with destiny, and now the time comes when we shall redeem our pledge, not wholly or in full measure, but very substantially. At the stroke of the midnight hour, when the world sleeps, India will awake to life and freedom. A moment comes, which comes but rarely in history, when we step out from the old to the new, when an age ends, and when the soul of a nation, long suppressed, finds utterance. It is fitting that at this solemn moment we take the pledge of dedication to the service of India and her people and to the still larger cause of humanity.

However, this period was marked with intense communal violence. This violence swept across thePunjab region, Delhi, Bengal and other parts of India. Nehru conducted joint tours with Pakistani leaders to encourage peace and calm angry and disillusioned refugees. Nehru would work with Maulana Azad and other Muslim leaders to safeguard and encourage Muslims to remain in India. The violence of the time deeply affected Nehru, who called for a ceasefire and UNintervention to stop the Indo-Pakistani War of 1947. Fearing communal reprisals, Nehru also hesitated in supporting the annexation ofHyderabad State. Jaswant Singh, a senior leader of Bharatiya Janata Party (BJP) , viewed Nehru, not Mohammad Ali Jinnah, as causing the partition of India, mostly referring to his highly centralised policies for an independent India in 1947, which Jinnah opposed in favour of a more decentralised India. The split between the two was among the causes of partition. It is believed that personal animosity between the two leaders led to the partition of India.

In the years following independence, Nehru frequently turned to his daughter Indira to look after him and manage his personal affairs. Under his leadership, the Congress won an overwhelming majority in the elections of 1952. Indira moved into Nehru's official residence to attend to him and became his constant companion in his travels across India and the world. Indira would virtually become Nehru's chief of staff.


Economic policies:

Nehru presided over the introduction of a modified, Indian version of state planning and control over the economy. Creating the Planning commission of India, Nehru drew up the first Five-Year Plan in 1951, which charted the government's investments in industries and agriculture. Increasing business and income taxes, Nehru envisaged a mixed economy in which the government would manage strategic industries such as mining, electricity and heavy industries, serving public interest and a check to private enterprise. Nehru pursued land redistribution and launched programmes to build irrigation canals, dams and spread the use of fertilizers to increase agricultural production. He also pioneered a series of community development programs aimed at spreading diverse cottage industries and increasing efficiency into rural India. While encouraging the construction of large dams (which Nehru called the "new temples of India"), irrigation works and the generation ofhydroelectricity, Nehru also launched India's programme to harness nuclear energy.

For most of Nehru's term as prime minister, India would continue to face serious food shortages despite progress and increases in agricultural production. Nehru's industrial policies, summarised in the Industrial Policy Resolution of 1956, encouraged the growth of diverse manufacturing and heavy industries, yet state planning, controls and regulations began to impair productivity, quality and profitability. Although the Indian economy enjoyed a steady rate of growth at 2.5% per annum (mocked by leftist economist Raj Krishna as a "Hindu rate of growth"), chronic unemployment amidst widespread poverty continued to plague the population.

Education and social reform

Jawaharlal Nehru was a passionate advocate of education for India's children and youth, believing it essential for India's future progress. His government oversaw the establishment of many institutions of higher learning, including the All India Institute of Medical Sciences, the Indian Institutes of Technology , the Indian Institutes of Management and the National Institutes of Technology. Nehru also outlined a commitment in his five-year plans to guarantee free and compulsory primary education to all of India's children. For this purpose, Nehru oversaw the creation of mass village enrollment programmes and the construction of thousands of schools. Nehru also launched initiatives such as the provision of free milk and meals to children in order to fight malnutrition. Adult education centres, vocational and technical schools were also organised for adults, especially in the rural areas.

Under Nehru, the Indian Parliament enacted many changes to Hindu law to criminalize caste discrimination and increase the legal rights and social freedoms of women

A system of reservations in government services and educational institutions was created to eradicate the social inequalities and disadvantages faced by peoples of the scheduled castes and scheduled tribes. Nehru also championed secularism and religious harmony, increasing the representation of minorities in government. D. D. Kosambi, a well-known Marxist historian, criticized Nehru in his article for the bourgeoisie class exploitation of Nehru's socialist ideology.

National security and foreign policy

Nehru led newly independent India from 1947 to 1964, during its first years of freedom from British rule. Both the United States and the Soviet Union competed to make India an ally throughout the Cold War.

On the international scene, Nehru was a champion of pacifism and a strong supporter of the United Nations. He pioneered the policy of non-alignment and co-founded the Non-Aligned Movement of nations professing neutrality between the rival blocs of nations led by the U.S. and the U.S.S.R. Recognising the People's Republic of China soon after its founding (while most of the Western bloc continued relations with the Republic of China), Nehru argued for its inclusion in the United Nations and refused to brand the Chinese as the aggressors in their conflict with Korea. He sought to establish warm and friendly relations with China in 1950, and hoped to act as an intermediary to bridge the gulf and tensions between the communist states and the Western bloc.

Meanwhile, Nehru had promised in 1948 to hold a plebiscite in Kashmir under the auspices of the UN but, as Pakistan failed to pull back troops in accordance with the UN resolution and as Nehru grew increasingly wary of the UN, he declined to hold a plebiscite in 1953. He ordered the arrest of the Kashmiri politician Sheikh Abdullah, whom he had previously supported but now suspected of harbouring separatist ambitions; Bakshi Ghulam Mohammad replaced him.

His policy of pacifism and appeasement with respect to China also came unraveled when border disputes led to the Sino-Indian war in 1962.

Nehru was hailed by many for working to defuse global tensions and the threat of nuclear weapons. He commissioned the first study of the human effects of nuclear explosions, and campaigned ceaselessly for the abolition of what he called "these frightful engines of destruction." He also had pragmatic reasons for promoting de-nuclearisation, fearing that a nuclear arms race would lead to over-militarisation that would be unaffordable for developing countries such as his own.

In 1956 he had criticised the joint invasion of the Suez Canal by the British, French and Israelis. Suspicion and distrust cooled relations between India and the U.S., which suspected Nehru of tacitly supporting the Soviet Union. Accepting the arbitration of the UK and World Bank, Nehru signed the Indus Water Treaty in 1960 with Pakistani ruler Ayub Khan to resolve long-standing disputes about sharing the resources of the major rivers of the Punjab region.

"We, who for generations had talked about and attempted in everything a peaceful way and practiced non-violence, should now be, in a sense, glorifying our army, navy and air force. It means a lot. Though it is odd, yet it simply reflects the oddness of life. Though life is logical, we have to face all contingencies, and unless we are prepared to face them, we will go under. There was no greater prince of peace and apostle of non-violence than Mahatma Gandhi, the Father of the Nation, whom we have lost, but yet, he said it was better to take the sword than to surrender, fail or run away. We cannot live carefree assuming that we are safe. Human nature is such. We cannot take the risks and risk our hard-won freedom. We have to be prepared with all modern defense methods and a well-equipped army, navy and air force.

Final years:


Nehru had led the Congress to a major victory in the 1957 elections, but his government was facing rising problems and criticism. Disillusioned by intra-party corruption and bickering, Nehru contemplated resigning but continued to serve. The election of his daughter Indira as Congress President in 1959 aroused criticism for alleged nepotism although actually Nehru had disapproved of her election, partly because he considered it smacked of "dynastism"; he said, indeed it was "wholly undemocratic and an undesirable thing", and refused her a position in his cabinet. Indira herself was at loggerheads with her father over policy; most notably, she used his oft-stated personal deference to theCongress Working Committee to push through the dismissal of the Communist Party of India government in the state of Kerala, over his own objections. Nehru began to be frequently embarrassed by her ruthlessness and disregard for parliamentary tradition, and was "hurt" by what he saw as an assertiveness with no purpose other than to stake out an identity independent of her father.

Although the Pancha Sila (Five Principles of Peaceful Coexistence) was the basis of the 1954 Sino-Indian border treaty, in later years, Nehru's foreign policy suffered through increasing Chinese assertiveness over border disputes and Nehru's decision to grant political asylum to the14th Dalai Lama. After years of failed negotiations, Nehru authorized the Indian Army to liberate Goa in 1961 from Portuguese occupation, and then he formally annexed it to India. It increased his popularity, but he was criticized for the use of military force.

In the 1962 elections, Nehru led the Congress to victory yet with a diminished majority. Opposition parties ranging from the right-wingBharatiya Jana Sangh and Swatantra Party, socialists and the Communist Party of India performed well.Since 1959, and this accelerated in 1961, Nehru adopted the "Forward Policy" of setting up military outposts in disputed areas of the Sino-Indian border, including in 43 outposts in territory not previously controlled by India. China attacked some of these outposts, and thus the Sino-Indian War began, which India technically lost, but China gained no territory as it withdrew to pre-war lines. The war exposed the weaknesses of India's military, and Nehru was widely criticised for his government's insufficient attention to defence. In response, Nehru sacked the defence minister Krishna Menon and sought U.S. military aid, but Nehru's health began declining steadily, and he spent months recuperating in Kashmir through 1963. Some historians attribute this dramatic decline to his surprise and chagrin over the Sino-Indian War, which he perceived as a betrayal of trust. Upon his return from Kashmir in May 1964, Nehru suffered a stroke and later a heart attack. He was "taken ill in early hours" of 27 May 1964 and died in "early afternoon" on same day, and his death was announced to Lok Sabha at 1400 local time; cause of death is believed to be heart attack. Nehru was cremated in accordance with Hindu rites at the Shantivana on the banks of the Yamuna River, witnessed by hundreds of thousands of mourners who had flocked into the streets of Delhi and the cremation grounds.

As India's first Prime minister and external affairs minister, Jawaharlal Nehru played a major role in shaping modern India's government and political culture along with sound foreign policy. He is praised for creating a system providing universal primary education reaching children in the farthest corners of rural India. Nehru's education policy is also credited for the development of world-class educational institutions such as the All India Institute of Medical Sciences, Indian Institutes of Technology,and the Indian Institutes of Management.

In addition, Nehru's stance as an unfailing nationalist led him to also implement policies which stressed commonality among Indians while still appreciating regional diversities. This proved particularly important as post-Independence differences surfaced since British withdrawal from the subcontinent prompted regional leaders to no longer relate to one another as allies against a common adversary. While differences of culture and, especially, language threatened the unity of the new nation, Nehru established programs such as the National Book Trust and the National Literary Academy which promoted the translation of regional literatures between languages and also organized the transfer of materials between regions. In pursuit of a single, unified India, Nehru warned, "Integrate or perish."

Commemoration

In his lifetime, Jawaharlal Nehru enjoyed an iconic status in India and was widely admired across the world for his idealism and statesmanship. His birthday, 14 November, is celebrated in India as Baal Divas (Children's Day) in recognition of his lifelong passion and work for the welfare, education and development of children and young people. Children across India remember him as Chacha Nehru(Uncle Nehru). Nehru remains a popular symbol of the Congress Party which frequently celebrates his memory. Congress leaders and activists often emulate his style of clothing, especially the Gandhi cap, and his mannerisms. Nehru's ideals and policies continue to shape the Congress Party's manifestoand core political philosophy. An emotional attachment to his legacy was instrumental in the rise of his daughter Indira to leadership of the Congress Party and the national government.

Nehru's personal preference for the sherwani ensured that it continues to be considered formal wear in North India today; aside from lending his name to a kind of cap, the Nehru jacket is named in his honour due to his preference for that style.

Numerous public institutions and memorials across India are dedicated to Nehru's memory. The Jawaharlal Nehru University in Delhi is among the most prestigious universities in India. The Jawaharlal Nehru Port near the city of Mumbai is a modern port and dock designed to handle a huge cargo and traffic load. Nehru's residence in Delhi is preserved as the Nehru Memorial Museum and Library. The Nehru family homes atAnand Bhavan and Swaraj Bhavan are also preserved to commemorate Nehru and his family's legacy.

In 1955 Nehru was awarded with Bharat Ratna, India's highest civilian honour.

Apple Inc.

      

Apple Inc.

Type	Public
Traded as	NASDAQ: AAPL NYSE: AAPL NASDAQ-100 Component S&P 500 Component
Industry	Computer hardware Computer software Consumer electronics Digital distribution
Founded	April 1, 1976
Founder(s)	Steve Jobs Steve Wozniak Ronald Wayne[1]
Headquarters	Apple Campus 1 Infinite Loop Cupertino, California, U.S.
Number of locations	317 retail stores(as of October 2010)[2]
Area served	Worldwide
Key people	Steve Jobs (Chairman and CEO) Tim Cook (COO and Acting CEO)
Products	Products list[show]
Services	Services list[show]
Revenue	US$ 65.23 billion (FY 2010)[2]
Operating income	US$ 18.39 billion (FY 2010)[2]
Profit	US$ 14.01 billion (FY 2010)[2]
Total assets	US$ 75.18 billion (FY 2010)[2]
Total equity	US$ 47.79 billion (FY 2010)[2]
Employees	49,400 (2010)[2]
Subsidiaries	Braeburn Capital FileMaker Inc.

 Apple Inc. (NASDAQ: AAPL; NYSE: AAPL; previously Apple Computer, Inc.) is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The company's best-known hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad. Apple software includes the Mac OS X operating system; the iTunesmedia browser; the iLife suite of multimedia and creativity software; the iWork suite of productivity software; Aperture, a professional photography package; Final Cut Studio, a suite of professional audio and film-industry software products; Logic Studio, a suite of music production tools; the Safari internet browser; and iOS, a mobile operating system. As of August 2010, the company operates 301 retail stores^[3] in ten countries,^[4] and an online store where hardware and software products are sold.^[5] As of May 2011, Apple is one of thelargest companies in the world and the most valuable technology company in the world, having surpassed Microsoft.^[6]

Established on April 1, 1976 in Cupertino, California, and incorporated January 3, 1977,^[7] the company was previously named Apple Computer, Inc., for its first 30 years, but removed the word "Computer" on January 9, 2007,^[8] to reflect the company's ongoing expansion into the consumer electronics market in addition to its traditional focus on personal computers.^[9] As of September 2010, Apple had 46,600 full time employees and 2,800 temporary full time employees worldwide^[2] and had worldwide annual sales of $65.23 billion.^[2]

For reasons as various as its philosophy of comprehensive aesthetic design to its 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.^[10] Fortune magazine named Apple the most admired company in the United States in 2008, and in the world in 2008, 2009, and 2010.^[11][12][13] The company has also received widespread criticism for its contractors' labor, environmental, and business practices.^[14][15]

Contents  [hide] 1 History 1.1 1976–1980: The early years 1.2 1981–1985: Lisa and Macintosh 1.3 1986–1993: Rise and fall 1.4 1994–1997: Attempts at reinvention 1.5 1998–2005: Return to profitability 1.6 2005–2007: The Intel transition 1.7 2007–present: Post-PC era 2 Products 2.1 Mac and accessories 2.2 iPad 2.3 iPod 2.4 iPhone 2.5 Apple TV 2.6 Software 3 Timeline of Apple products 4 Culture 4.1 Corporate 4.2 Users 5 Corporate affairs 5.1 Headquarters 5.2 Advertising 5.2.1 Logos 5.2.2 Slogans 5.2.3 Commercials 6 Environmental record 7 Labor practices 8 See also 9 Notes 10 References 11 Further reading 12 External links

History

Main article: History of Apple Inc.

1976–1980: The early years

The Apple I, Apple's first product, was sold as an assembled circuit board and 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,^[1] to sell the Apple I personal computer kit. They were hand-built by Wozniak^[16][17] and first shown to the public at the Homebrew Computer Club.^[18] 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.^[19] The Apple I went on sale in July 1976 and was market-priced at $666.66 ($2,572 in 2011 dollars, adjusted for inflation.)^{[20][21][22][23][24][25]}

Apple was incorporated January 3, 1977^[7] without Wayne, who sold his share of the company back to Jobs and Wozniak for $800. Multi-millionaire Mike Markkula provided essential business expertise and funding of $250,000 during the incorporation of Apple.^[26][27]

The Apple II was introduced on April 16, 1977 at the first West Coast Computer Faire. It differed from its major rivals, the TRS-80 andCommodore PET, because it came with color graphics and an open architecture. While early models used ordinary cassette tapes as storage devices, they were superseded by the introduction of a 5 1/4 inch floppy disk drive and interface, the Disk II.^[28]

The Apple II was chosen to be the desktop platform for the first "killer app" of the business world—the VisiCalc spreadsheet program.^[29]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.^[29] According to Brian Bagnall, Apple exaggerated its sales figures and was a distant third place to Commodore and Tandy until VisiCalc came along.^[30][31]

By the end of the 1970s, Apple had a staff of computer designers and a production line. The company introduced the ill-fated Apple III in May 1980 in an attempt to compete with IBM and Microsoft in the business and corporate computing market.^[32]

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 the option to buy 100,000 shares (800,000 split-adjusted shares) of Apple at the pre-IPO price of $10 a share.^[33] Jobs was immediately convinced that all future computers would use a graphical user interface (GUI), and development of a GUI began for the Apple Lisa.^[34]

When Apple went public, it generated more capital than any IPO since Ford Motor Company in 1956 and instantly created more millionaires (about 300) than any company in history.

1981–1985: Lisa and Macintosh

The Model from Apple's "1984" ad, set in a dystopian future modeled after the George Orwell novel Nineteen Eighty-Four, set the tone for the introduction of the Macintosh.

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.^[35]

The first Macintosh, released in 1984

In 1984, Apple next launched the Macintosh. Its debut was announced by the now famous $1.5 milliontelevision commercial "1984". It was directed by Ridley Scott, aired during the third quarter of Super Bowl XVIII on January 22, 1984,^[36] and is now considered a watershed event for Apple's success^[37]and a "masterpiece".^[38][39]

The Macintosh initially sold well, but follow-up sales were not strong^[40] due to its high price and limited range of software titles. The machine's fortunes changed with the introduction of the LaserWriter, the first PostScript laser printer to be offered at a reasonable price, and PageMaker, an early desktop publishing package. The Mac was particularly powerful in this market due to its advanced graphics capabilities, which had necessarily been built in to create the intuitive Macintosh GUI. It has been suggested that the combination of these three products was responsible for the creation of the desktop publishing market.^[41]

In 1985 a power struggle developed between Jobs and CEO John Sculley, who had been hired two years earlier.^[42] The Apple board of directors instructed Sculley to "contain" Jobs and limit his ability to launch expensive forays into untested products. Rather than submit to Sculley's direction, Jobs attempted to oust him from his leadership role at Apple. Sculley found out that Jobs had been attempting to organize a putsch and called a board meeting at which Apple's board of directors sided with Sculley and removed Jobs from his managerial duties.^[40]Jobs resigned from Apple and founded NeXT Inc. the same year.^[43]

1986–1993: Rise and fall

See also: Timeline of Apple II family and Timeline of Macintosh models

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 factor and ergonomic layout of the laptop computer.^[44] The Macintosh Portable was designed to be just as powerful as a desktop Macintosh, but weighed 17 pounds with a 12-hour battery life. 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 brought increasing revenue.^[42] For some time, it appeared that Apple could do no wrong, introducing fresh new products and generating increasing profits in the process. The magazine MacAddict named the period between 1989 and 1991 as the "first golden age" of the Macintosh.

Following the success of the Macintosh LC, Apple introduced the Centris line, a low-end Quadra offering, and the ill-fated Performa line that 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 result was disastrous for Apple as consumers did not understand the difference between models.^[45]

During this time Apple experimented with a number of other failed consumer targeted products including digital cameras, portable CD audio players, speakers, video consoles, and TV appliances. Enormous resources were also invested in the problem-plagued Newton division based on John Sculley's unrealistic market forecasts.^{[citation needed]} Ultimately, all of this proved too-little-too-late for Apple as their market share and stock prices continued to slide.^{[citation needed]}

Apple saw the Apple II series as too expensive to produce, while taking away sales from the low end Macintosh.^[46] 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.^[46] Apple stopped selling the Apple IIe in 1993.

Microsoft continued to gain market share with Windows, focusing on delivering software to cheap commodity personal computers while Apple was delivering a richly engineered, but expensive, experience.^[47] Apple relied on high profit margins and never developed a clear response. Instead they sued Microsoft for using a graphical user interface similar to theApple Lisa in Apple Computer, Inc. v. Microsoft Corporation.^[48] The lawsuit dragged on for years before it was finally dismissed. At the same time, a series of major product flops and missed deadlines sullied Apple's reputation, and Sculley was replaced by Michael Spindler.^[49]

1994–1997: Attempts at reinvention

The Newton was Apple's first foray into the PDA markets, as well as one of the first in the industry. Despite being a financial flop at the time of its release, it helped pave the way for the Palm Pilotand Apple's own iPhone and iPad in the future.

By the early 1990s, Apple was developing alternative platforms to the Macintosh, such as the A/UX. Apple had also begun to experiment in providing a Mac-only online portal which they called eWorld, developed in collaboration with America Online and designed as a Mac-friendly alternative to other online services such as CompuServe. The Macintosh platform was itself becoming outdated because 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.^[50]

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.^[51]

In 1996, Michael Spindler was replaced by Gil Amelio as CEO. Gil Amelio made many changes at Apple, including massive layoffs.^[52] After multiple failed attempts to improve Mac OS, first with the Taligent project, then later with Copland and Gershwin, Amelio chose to purchaseNeXT and its NeXTSTEP operating system, bringing Steve Jobs back to Apple as an advisor.^[53] 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 $150 million investment in non-voting Apple stock.^[54]

On November 10, 1997, Apple introduced the Apple Store, tied to a new build-to-order manufacturing strategy.^[55][56]

1998–2005: Return to profitability

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.^[57][58] The iMac featured modern technology and a unique design, and sold almost 800,000 units in its first five months.^[59]

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 software, signaling its expansion into the digital video editing market.^[60] The following year, Apple released two video editing products: iMovie for consumers and, for professionals, Final Cut Pro, which has gone on to be a significant video-editing program, with 800,000 registered users in early 2007.^[61] In 2002 Apple purchased Nothing Real for their advanced digital compositing application Shake,^[62] as well as Emagic for their music productivity application Logic, which led to the development of their consumer-level GarageBand application.^[63][64] iPhoto's release the same year completed the iLife suite.^[65]

Apple retail stores allow potential customers to use floor models without making a purchase.

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 environment.^[66]

On May 19, 2001, Apple opened the first official Apple Retail Stores in Virginia and California.^[67] later on July 9 they bought Spruce Technologies, a DVD authoring company. On October 23 of the same year, Apple announced the iPod portable digital audio player, and started selling it on November 10. The product was phenomenally successful — over 100 million units were sold within six years.^[68][69] In 2003, Apple's iTunes Store was introduced, offering online music downloads for $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 19, 2008.^[70]

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.^[71][72]

2005–2007: The Intel transition

Main article: Apple–Intel transition

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.

At the Worldwide Developers Conference keynote address on June 6, 2005, Steve Jobs announced that Apple would begin producing Intel-based Mac computers in 2006.^[73] On January 10, 2006, the new MacBook Pro and iMac became the first Apple computers to use Intel's Core Duo CPU. By August 7, 2006 Apple had transitioned the entire Mac product line to Intel chips, over one year sooner than announced.^[73] ThePower Mac, iBook, and PowerBook brands were retired during the transition; the Mac Pro, MacBook, and MacBook Pro became their respective successors.^[74][75] On April 29, 2009, The Wall Street Journal reported that Apple was building its own team of engineers to design microchips.^[76]

Apple also introduced Boot Camp to help users install Windows XP or Windows Vista on their Intel Macs alongside Mac OS X.^[77]

Apple's success during this period was evident in its stock price. Between early 2003 and 2006, the price of Apple's stock increased more than tenfold, from around $6 per share (split-adjusted) to over $80. In January 2006, Apple's market cap surpassed that of Dell.^[78] 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."^[79]

Although Apple's market share in computers has grown, it remains far behind competitors using Microsoft Windows, with only about 8% of desktops and laptops in the U.S.^[80]

2007–present: Post-PC era

Delivering his keynote speech at the Macworld Expo on January 9, 2007, Jobs announced that Apple Computer, Inc. would from that point on be known as Apple Inc., because computers were no longer the main focus of the company, which had shifted its emphasis to mobile electronic devices. The event also saw the announcement of the iPhone and theApple TV.^[81] The following day, Apple shares hit $97.80, an all-time high at that point. In May, Apple's share price passed the $100 mark.^[82]

In an article posted on Apple's website on February 6, 2007, Steve Jobs wrote that Apple would be willing to sell music on the iTunes Store without DRM (which would allow tracks to be played on third-party players) if record labels would agree to drop the technology.^[83] 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.^[84] Other record labels followed later that year.

In July of the following year, Apple launched the App Store to sell third-party applications for the iPhone and iPod Touch.^[85] Within a month, the store sold 60 million applications and brought in $1 million daily on average, with Jobs speculating that the App Store could become a billion-dollar business for Apple.^[86] Three months later, it was announced that Apple had become the third-largest mobile handset supplier in the world due to the popularity of the iPhone.^[87]

On December 16, 2008, Apple announced that after over 20 years of attending Macworld, 2009 would be the last year Apple would be attending the Macworld Expo, and that Phil Schiller would deliver the 2009 keynote in lieu of the expected Jobs.^[88] Almost exactly one month later, on January 14, 2009, an internal Apple memo from Jobs announced that he would be taking a six-month leave of absence, until the end of June 2009, to allow him to better focus on his health and to allow the company to better focus on its products without having the rampant media speculating about his health.^[89] Despite Jobs' absence, Apple recorded its best non-holiday quarter (Q1 FY 2009) during the recession with a revenue of $8.16 billion and a profit of $1.21 billion.^[90]

Wikinews has related news: Apple unveils iPhone 4, iOS 4 at Worldwide Developers Conference 2010 Apple to give free cases, refunds to iPhone 4 owners Apple unveils new iPods, Apple TV; updates iOS, iTunes Apple unveils new MacBook Air laptops, iLife '11 software suite

After years of speculation and multiple rumored "leaks" Apple announced a large screen, tablet-like media device known as the iPad on January 27, 2010. The iPad runs the same touch based operating system that the iPhone uses and many of the same iPhone apps are compatible with the iPad. This gave the iPad a large app catalog on launch even with very little development time before the release. Later that year on April 3, 2010, the iPad was launched in the US and sold more than 300,000 units on that day and reaching 500,000 by the end of the first week.^[91] In May of the same year, Apple's market cap exceeded that of competitor Microsoft for the first time since 1989.^[92]

Apple released the fourth generation iPhone, which introduced video calling, multitasking, and a new uninsulated stainless steel design, which acts as the phone's antenna. Because of this antenna implementation, some iPhone 4 users reported a reduction in signal strength when the phone is held in specific ways. After a large amount of media coverage including mainstream news organizations, Apple held a press conference where they offered buyers a free rubber 'bumper' case, which had been proven to eliminate the signal reduction issue. Later that year Apple again refreshed its iPod line of MP3 players which itroduced a multi-touch iPod Nano, iPod Touch with FaceTime, and iPod Shufflewith buttons which brought back the buttons of earlier generations.^[93][94][95]

In October 2010, Apple shares hit an all-time high, eclipsing $300.^[96] Additionally, on October 20, Apple updated their MacBook Air laptop,iLife suite of applications, and unveiled Mac OS X Lion, the latest installment in their Mac OS X operating system.^[97] On January 6, 2011, the company opened their Mac App Store, a digital software distribution platform, similar to the existing iOS App Store.^[98] Apple was featured in the documentary Something Venturedwhich premiered in 2011.

On January 17, 2011, an internal Apple memo from Jobs announced that he will once again take a medical leave of absence, for an indefinite period, to allow him to focus on his health. Chief operating officer Timothy D. Cook will take up Jobs' day-to-day operations at Apple, although Jobs will still remain "involved in major strategic decisions for the company."^[99]

After Apple Inc. surpassed Microsoft in market capitalization in 2010, Apple Inc. has also become the most valuable consumer-facing brand in the world with a 246 percent increase to $19.1 billion.^[100]

In June of 2011, Apple unveiled its new online storage and syncing service for music, photos, files and software -- iCloud. ^[101]

Products

See also: Timeline of Apple products and List of products discontinued by Apple Inc.

Mac and accessories

See also: Timeline of Macintosh models, List of Macintosh models grouped by CPU type, and List of Macintosh models by case type

The Mac mini

• Mac mini, consumer sub-desktop computer and server introduced in 2005
• iMac, consumer all-in-one desktop computer introduced in 1998
• Mac Pro, workstation-class desktop computer introduced in 2006, replacing the Power Macintosh
• MacBook, consumer notebook introduced in 2006, replacing the iBook
• MacBook Pro, professional notebook introduced in 2006, replacing the PowerBook
• MacBook Air, ultra-thin, ultra-portable notebook introduced in 2008

Apple also sells a variety of computer accessories for Mac computers including the AirPort wireless networking products, Time Capsule,Cinema Display, Magic Mouse, Magic Trackpad, Wireless Keyboard, and the Apple Battery Charger.

iPad

Main article: iPad

On January 27, 2010, Apple introduced their much-anticipated media tablet, the iPad running a modified version of iOS. It offers multi-touch interaction with multimedia formats including newspapers, magazines, ebooks, textbooks, photos, movies, TV shows videos, music, word processing documents, spreadsheets, video games, and most existing iPhone apps.^[102] It also includes a mobile version of Safari for internet browsing, as well as access to the App Store, iTunes Library, iBooks Store, contacts, and notepad. Content is downloadable via Wi-Fi and optional 3G service or synced through the user's computer.^[103] AT&T is currently the sole US provider of 3G wireless access for the iPad.^[104]

On March 2, 2011, Apple introduced an updated iPad model which had a faster processor and two cameras on the front and back respectively. The iPad 2 also added support for optional 3G service provided by Verizon in addition to the existing offering by AT&T.^[105] However, the availability of the iPad 2 has been limited as a result of the devastating tsunamiand ensuing earthquake in Japan in March 2011.^[106]

iPod

Main article: iPod

The current iPod family, featuring theiPod Shuffle, iPod Nano, iPod Classic, and iPod Touch

On October 23, 2001, Apple introduced the iPod digital music player. It has evolved to include various models targeting the wants of different users. The iPod is the market leader in portable music players by a significant margin, with more than 220 million units shipped as of September 2009.^[107] Apple has partnered with Nike to offer the Nike+iPod Sports Kit enabling runners to synchronize and monitor their runs with iTunes and the Nike+ website. Apple currently sells four variants of the iPod.

• iPod Classic (previously named iPod from 2001 to 2007), portable media player first introduced in 2001, currently available in a 160 GB model.
• iPod Nano, portable media player first introduced in 2005, currently available in 8 and 16 GB models. The newest generation has a FM radio, a pedometer, and a new multi-touch interface that replaced the traditional iPod click wheel.
• iPod Shuffle, digital audio player first introduced in 2005, currently available in 2 and 4 GB models.
• iPod Touch, portable media player that runs iOS, first introduced in September 2007 after the iPhone went on sale. Currently available in 8, 32, and 64 GB models. The latest generation features the Apple A4 processor, a Retina Display, and dual cameras on the front and back. The back camera allows video recordingat 720p.

iPhone

Main article: iPhone

At the Macworld Conference & Expo in January 2007, Steve Jobs revealed the long anticipated^[108] iPhone, a convergence of an Internet-enabled smartphone and iPod.^[109] The original iPhone combined a 2.5G quad band GSM and EDGE cellular phone with features found in hand held devices, running scaled-down versions of Apple's Mac OS X (dubbediOS, formerly iPhone OS), with various Mac OS X applications such as Safari and Mail. It also includes web-based and Dashboard apps such as Google Maps and Weather. The iPhone features a 3.5-inch (89 mm) touch screen display, 4, 8, or 16 GB of memory, Bluetooth, and Wi-Fi (both "b" and "g").^[109] The iPhone first became available on June 29, 2007 for $499 (4 GB) and $599 (8 GB) with an AT&T contract.^[110] On February 5, 2008, Apple updated the original iPhone to have 16 GB of memory, in addition to the 8 GB and 4 GB models.^[111] On June 9, 2008, at WWDC 2008, Steve Jobs announced that the iPhone 3G would be available on July 11, 2008.^[112] This version added support for 3G networking,assisted-GPS navigation, and a price cut to $199 for the 8 GB version, and $299 for the 16 GB version, which was available in both black and white. The new version was visually different from its predecessor in that it eliminated the flat silver back, and large antenna square for a curved glossy black or white back. Following complaints from many people, the headphone jack was changed from a recessed jack to a flush jack to be compatible with more styles of headphones. The software capabilities changed as well, with the release of the new iPhone came the release of Apple's App Store; the store provided applications for download that were compatible with the iPhone. On April 24, 2009, the App Store surpassed one billion downloads.^[113] On June 8, 2009, at Apple's annual worldwide developers conference, the iPhone 3GS was announced, providing an incremental update to the device including faster internal components, support for faster 3G speeds, video recording capability, and voice control. On June 7, 2010, at WWDC 2010, the iPhone 4 was announced, which Apple says is its "'biggest leap we've taken" since the original iPhone.^[114] The phone includes an all-new design, 960x640 display, Apple's A4 processor used in the iPad, agyroscope for enhanced gaming, 5MP camera with LED flash, front-facing VGA camera and FaceTime video calling. Shortly after the release of the iPhone 4, it was realized by consumers that the new iPhone had reception issues. This is due to the stainless steel band around the edge of the device, which also serves as the phones cellular signal and Wi-Fi antenna. The current fix for this issue was a "Bumper Case" for the phone distributed for free to all iPhone 4 owners for a few months. The music of Mihalis Safras was used in one of the iPhone marketing campaigns.^[115]

Apple TV

Main article: Apple TV

The Apple TV, in its most recent revision

At the 2007 Macworld conference, Jobs demonstrated the Apple TV, (previously known as the iTV),^[116] 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 originally incorporated a 40 GB hard drive for storage, includes outputs for HDMI and component video, and plays video at a maximum resolution of 720p.^[117] On May 31, 2007 a 160 GB drive was released alongside the existing 40 GB model^[118] and on January 15, 2008 a software update was released, which allowed media to be purchased directly from the Apple TV.^[119] In September 2009, Apple discontinued the original 40 GB Apple TV and now continues to produce and sell the 160 GB Apple TV. On September 1, 2010, alongside the release of the new line of iPod devices for the year, Apple released a completely redesigned Apple TV. The new device is 1/4 the size, runs quieter, and replaces the need for a hard drive with media streaming from any iTunes library on the network along with 8 GB of flash memory to cache media downloaded. Apple with the Apple TV has added another device to its portfolio that runs on its A4 processor along with the iPad and the iPhone. The memory included in the device is the half of the iPhone 4 at 256 MB; the same as the iPad, iPhone 3GS, iPod touch 3G, and iPod touch 4G.^[120] It has HDMI out as the only video out source. Features include access to the iTunes Store to rent movies and TV shows (purchasing has been discontinued), streaming from internet video sources, including YouTube and Netflix, and media streaming from an iTunes library. Apple also reduced the price of the device to $99.

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 v10.6 Snow 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 that bundles iDVD, iMovie, iPhoto, iTunes, GarageBand, and iWeb. For presentation, page layout and word processing, iWork is available, which includes Keynote, Pages, and Numbers. iTunes, QuickTime media player, Safari web browser, and Software Update 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 EE Web application server; and Xsan, a Storage Area Network file system. For the professional creative market, there is Aperture for professional RAW-format photo processing; Final Cut Studio, a video production suite; Logic, a comprehensive music toolkit and Shake, an advanced effects composition program.

Apple also offers online services with MobileMe (formerly .Mac) that bundles personal web pages, email, Groups, iDisk, 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.^[121] Announced at MacWorld Expo 2009, iWork.com allows iWork users to upload documents for sharing and collaboration.

Timeline of Apple products

See also: Timeline of Apple Inc. products, Timeline of Apple II family, and Timeline of Macintosh models

Products on this timeline indicate introduction dates only and not necessarily discontinued dates, as new products begin on a contiguous product line.

Culture

Corporate

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 organizational hierarchy (flat versus tall, casual versus formal attire, etc.). Other highly successful firms with similar cultural aspects from the same period include Southwest Airlines and Microsoft. Originally, the company stood in opposition to staid competitors like IBM 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" TV ad, this trait had become a key way the company attempts to differentiate itself from its competitors.^[122]

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, awarding individuals who 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,^[123] Steve Capps,^[124] Rod Holt,^[123] Alan Kay,^[125][126] Guy Kawasaki,^[125][127] Al Alcorn,^[128]Don Norman,^[125] Rich Page,^[123] and Steve Wozniak.^[123]

Numerous employees of Apple have cited that projects without Jobs' involvement often take longer than projects with his involvement.^[129] Another presents the image of Jobs "wandering the hall with a flame thrower in hand, asking random people 'do you work on MobileMe?'".^[130]

Users

Apple aficionados wait in line around an Apple retail store in anticipation of a new product. This branch is located onFifth Avenue in New York City, with a glass cube housing a cylindrical elevator and a spiral staircase that lead into the subterranean store.

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 evangelists 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".^[131] Apple has, however, supported the continuing existence of a network of Mac User Groups in most major and many minor centers of population where Mac computers are available.

Mac users would meet at the European Apple Expo and the San Francisco Macworld Conference & Expo trade shows where Apple traditionally introduced new products each year to the industry and public until Apple pulled out of both events. While the conferences continue, Apple does not have official representation there. Mac developers, in turn, continue to gather at the annual Apple Worldwide Developers Conference.

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.^[132] 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.^[133] The Ginza opening in Tokyo was estimated in the thousands with a line exceeding eight city blocks.^[134]

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."^[135]

Research in 2002 by NetRatings indicate that the average Apple consumer was usually more affluent and more well-educated than PC consumers. The research indicated that this correlation could stem from the fact that on average Apple Inc. products are more expensive than PC products.^[136][137] Almost ten years later the New York Times noted, "...the iPad 2 actually costs less than its comparably equipped Android rivals." ^[138]

Corporate affairs

See also: List of mergers and acquisitions by Apple, Braeburn Capital, and FileMaker Inc.

During the Mac's early history Apple generally refused to adopt prevailing industry standards for hardware, instead creating their own.^[139] This trend was largely reversed in the late 1990s beginning with Apple's adoption of the PCI bus in the 7500/8500/9500 Power Macs. Apple has since adopted USB, AGP, HyperTransport, Wi-Fi, and other industry standards in its computers and was in some cases a leader in the adoption of standards such as USB.^[140] FireWire is an Apple-originated standard that has seen widespread industry adoption after it was standardized as IEEE 1394.^[141]

Ever since the first Apple Store opened, Apple has sold third party accessories.^[142] This allows, for instance, Nikon and Canon to sell their Mac-compatible digital cameras and camcorders inside the store. Adobe, one of Apple's oldest software partners,^[143] 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 Stores in 2005 because Steve Jobs disagreed with their decision to publish an unauthorized Jobs biography, iCon.^[144]

Headquarters

Main article: Infinite Loop (street)

Company headquarters on Infinite Loop in Cupertino, California

Apple Inc.'s world corporate headquarters are located in the middle of Silicon Valley, at 1 Infinite Loop, Cupertino, California. This Apple campus has six buildings that total 850,000 square feet (79,000 m²) and was built in 1993 by Sobrato Development Cos.^[145]

In 2006, Apple announced its intention to build a second campus on 50 acres (200,000 m²) assembled from various contiguous plots (east of N Wolfe Road between Pruneridge Avenue and Vallco Parkway). The new campus, also in Cupertino, will be about 1 mile (1.6 km) east of the current campus.^[146] The new campus building will be designed by Norman Foster^[147]

Advertising

Main article: Apple Inc. advertising

Further information: Think Different, Get a Mac, and Apple Switch ad campaign

Since the introduction of the Macintosh in 1984 with the 1984 Super Bowl 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 its advertising has been criticized for the claims of some more recent campaigns, particularly 2005 Power Mac ads^{[148][149][150]} and iPhone ads in Britain.

Logos

See also: U+F8FF or , seen as the Apple logo in some fonts.

The original logo with Isaac Newton under an apple tree

The rainbow "bitten" logo, used from late 1976 to 1998

The monochrome logo, used since 1998

Apple's first logo, 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. Janoff presented Jobs with several different monochromatic themes for the "bitten" logo, and Jobs immediately took a liking to it. While Jobs liked the logo, he insisted it be in color to humanize the company.^[151][152] The Apple logo was designed with a bite so that it wouldn't be recognized as another fruit. The colored stripes were conceived to make the logo more accessible, and to represent the fact the monitor could reproduce images in color.^[153] The logo is often erroneously referred to as a tribute to Alan Turing, with the bite mark a reference to his method of suicide.^[154][155] Both the designer of the logo and the company deny that there is any homage to Turing in the design of the logo.^[153][156]

In 1998, with the roll-out of the new iMac, Apple discontinued the rainbow theme and began to use monochromatic themes, nearly identical in shape to its previous rainbow incarnation, on various products, packaging and advertising. An Aqua-themed version of the monochrome logo was used from 2001–2003, and a Glass-themed version has been used since 2003.

In the past, Apple Inc. has had trademark issues between themselves and Apple Corps ltd., a multimedia company started by the Beatles in 1967, involving their name and logo. This resulted in a series of lawsuits and tension between the two companies. These issues finally ended with their most recent law suit in 2007.

Slogans

Main article: List of Apple Inc. slogans

Apple's first slogan, "Byte into an Apple", was coined in the late 1970s.^[157] 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, and the grammar caused a bit of discussion (i.e. "think" is a verb, which is modified by adverbs; therefore the adverb "differently" should be used, not the adjective "different"^[158]). Although the slogan has been retired, it is still closely associated with Apple.^[159] Apple also has slogans for specific product lines — for example, "iThink, therefore iMac" was used in 1998 to promote the iMac,^[160] and "Say hello to iPhone" has been used in iPhone advertisements.^[161] "Hello" was also used to introduce the original Macintosh, Newton, iMac ("hello (again)"), and iPod.^[162]

Commercials

See also: 1984 (advertisement), Lemmings (advertisement), iPod advertising, and music used by Apple Inc.

Apple's product commercials gained fame for launching musicians into stardom as a result of their eye-popping graphics and catchy tunes.^[163] First, the company popularized Canadian singer Feist's "1234" song in its ad campaign.^[163] Later, Apple used the song "New Soul" by French-Israeli singer-songwriter Yael Naïm to promote the MacBook Air.^[163]The debut single shot to the top of the charts and sold hundreds of thousands of copies in a span of weeks.^[163]

Environmental record

Greenpeace, an environmental organization, has 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.^[164][165] Since 2003 they have campaigned against Apple regarding their chemical policies, in particular the inclusion of PVC andBFRs in their products, both of which have serious negative health effects.^[164] 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."^[166] On May 2, 2007, Steve Jobs released a report announcing plans to eliminate PVC and BFRs by the end of 2008.^[167][168] Apple has since eliminated PVC and BFRs across its product range.^[169] It became the first laptop maker to remove PVC and BFRs.^[170]

In Greenpeace's Guide to Greener Electronics that scores electronics manufacturers on their policies regarding toxic chemicals, recycling and climate change, Apple ranked 9th out of 18 leading electronic makers in October 2010 with a score of 4.9/10 (securing the same score as in the previous version of the guide, however slipping 4 places down the ranking).^[171] Greenpeace criticizes for example that Apple does not provide information about its management of chemicals and its supply chain communications. Apple also continues to score poorly in the Greenpeace's guide for the minimal information it provides about its future toxic chemical phase-out plans.^[172] In the first edition, released in August 2006, Apple scored 2.7/10.^[173]

In 2010, Climate Counts, a nonprofit organization dedicated to directing consumers toward the greenest companies, gave Apple a score of 52 points out of a possible 100, which puts Apple in their top category "Striding".^[174] This was an increase from May 2008, when Climate Counts only gave Apple 11 points out of a 100, which placed the company last among electronics companies, at which time Climate Counts also labeled Apple with a "stuck icon", adding that Apple at the time was "a choice to avoid for the climate conscious consumer".^[15]

The Environmental Protection Agency rates Apple highest amongst producers of notebook computers, and fairly well compared to producers of desktop computers and LCD displays.^[175][176]

In June 2007, Apple upgraded the MacBook Pro, replacing cold cathode fluorescent lamp (CCFL) backlit LCD displays with mercury-free LED backlit LCD displays and arsenic-free glass,^[177] and has since done this for all notebooks. Apple has also phased out BFRs and PVCs from various internal components.^{[167][178][179]} Apple also offers detailed information about the emissions, materials, and electrical usage of each product.^[180]

In June 2009, Apple's iPhone 3GS was free of PVC, arsenic, BFRs and had an efficient power adapter.^[177]

In October 2009, Apple upgraded the iMac and MacBook, replacing the cold cathode fluorescent lamp (CCFL) backlit LCD displays with mercury-free LED backlit LCD displays and arsenic-free glass.^[181] This means all Apple computers have mercury free LED backlit displays, arsenic-free glass and are without PVC cables. All Apple computers also have EPEAT Gold status.^[177]

Labor practices

Further information: Apple labor practices

In 2006, the Mail on Sunday reported that sweatshop conditions existed in some factories in China, where the contract manufacturers, Foxconn and Inventec, operate the factories that produce the iPod.^[182] The article stated that one complex of factories that assembles the iPod (among other items), for instance, had over 200,000 workers that lived and worked in the factory, with employees regularly working more than 60 hours per week. The article also reported that workers made around $100 per month and were required to live on the premises and pay for rent and food from the company, which generally amounted to a little over half of workers' earnings.^{[14][183][184][185]}

Immediately after the allegations, Apple launched an investigation and worked with their manufacturers to ensure that conditions were acceptable to Apple.^[186] In 2007, Apple started yearly audits of all its suppliers regarding worker's rights, slowly raising standards and pruning suppliers that did not comply. Yearly progress reports have been published since 2008.^[187] In 2010, workers in China planned to sue iPhone contractors over poisoning by a cleaner used to clean LCD screens. One worker claimed that he and his coworkers had not been informed of possible occupational illnesses.^[188]