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The Apple logo is instantly recognizable, whether you’re navigating a busy city street or traveling along highways. Spotting a MacBook, iPad, or iPhone immediately connects you to the brand behind them. Apple has achieved more than technological supremacy—it has secured global recognition and a legacy that will endure for generations.
From 1997 to 2002, the company’s tagline, “Think Different,” played a role in shaping its success. While not universally celebrated at the time, it showcased strategic foresight in a fiercely competitive market. Although many of us use Apple products, few are well-versed in the company’s origins. When did Apple begin, and how was it received during its early days? When did it rise to fame, and what brought it to the brink of bankruptcy? Such extraordinary success doesn’t happen overnight, nor is it easily replicated. So, what is Apple’s secret recipe for success? Let’s explore.
Apple – Company Highlights
About Apple and How It Operates
Apple Inc., headquartered in Cupertino, California, is a global leader in technology, specializing in portable electronics, software, and internet services. It ranks as the fourth-largest personal computer vendor by unit sales, the world’s second-most valuable company, the largest information technology firm by revenue (with $365.8 billion reported in 2021), and the second-largest mobile phone manufacturer. Alongside Amazon, Alphabet, Microsoft, and Meta, Apple is one of the “Big Five” in the U.S. information technology sector.
Apple designs, manufactures, and sells a wide range of computing and communication devices, along with software, services, networking solutions, and peripherals. Its products are distributed globally through online stores, retail outlets, direct sales teams, resellers, and third-party wholesalers.
The iPhone, Apple’s flagship smartphone series, runs on its proprietary iOS operating system. Similarly, the Mac computer lineup operates on macOS, the company’s dedicated system for personal computing.
Apple’s iPad is a versatile tablet series powered by the iPadOS operating system. The company’s product portfolio also includes Apple TV, AirPods, Apple Watch, HomePod, Beats products, iPod touch, and a variety of accessories, both Apple-branded and third-party.
AirPods, Apple’s wireless headphones, are designed to integrate seamlessly with Siri. The Apple Watch is the company’s smartwatch line. In addition, Apple offers a range of services, including AppleCare, advertising, cloud services, digital content, and payment solutions.
Apple – Industry
The global economy experienced significant disruption due to the COVID-19 pandemic, with the electronics manufacturing sector among the hardest hit. According to a March 2020 IPC survey, 40% of electronics manufacturers and suppliers worldwide believed the pandemic would have its greatest impact on consumer electronics. Additionally, 24% anticipated industrial electronics would face the brunt, while 19% predicted automotive electronics would endure the most severe damage.
This industry encompasses the production of electronic computers, including mainframes, laptops, personal computers, workstations, and software services, as well as computer peripherals. Major players in this sector include Apple, Hewlett Packard Enterprise, Dell, IBM, Lenovo (Hong Kong), ASUS (Taiwan), and Canon (Japan).
In 2021, global unit sales for the industry reached 340 million, marking a 15% increase from the previous year. The growth was driven by strong exports, particularly from regions such as Europe, Africa, the Middle East, and the Asia-Pacific (excluding Japan). Looking ahead, the Electronics Manufacturing Services Market is expected to grow at a compound annual growth rate (CAGR) of 9% during the 2021–2026 forecast period.
Apple’s tagline says, “Think Different.”
Apple – Founders
Steve Jobs, Ronald Wayne, and Steve Wozniak founded Apple Computers Company as a business deal on April 1, 1976.
Steve Jobs
Steve Jobs was the co-founder and former CEO of both Apple and Pixar Animation Studios. After graduating from Homestead High School in Cupertino, California, in 1972, Jobs enrolled at Reed College in Portland, Oregon. However, he dropped out after one semester, choosing instead to explore philosophy and diverse cultures.
Jobs had a deep passion for technology, which led him to work at Atari Inc., a leading video game company of the era. During this time, he met Steve Wozniak, a fellow designer, and together they attended meetings of the Homebrew Computer Club. On August 24, 2011, Jobs stepped down as Apple’s CEO and assumed the role of Chairman of the Board. He passed away on October 5, 2011.
Ronald Wayne
Ronald G. Wayne is best known as one of Apple’s co-founders, alongside Steve Jobs and Steve Wozniak, who were the primary forces behind the company. Wayne’s involvement with Apple was short-lived compared to the decades he spent designing and producing slot machines and other professional gaming devices. A talented innovator, Wayne holds more than a dozen U.S. patents across a wide range of critical concepts.
Steve Wozniak
For over three decades, Steve Wozniak has been a prominent figure in Silicon Valley and a dedicated philanthropist. His innovative designs for Apple’s original devices, the Apple I and II, were instrumental in shaping the Macintosh’s success and popularity.
In 1976, Wozniak and Steve Jobs co-founded Apple Computer Inc., introducing the Apple I personal computer. The following year, Wozniak unveiled the Apple II, which featured a central processing unit, a keyboard, color graphics, and a floppy disk drive—revolutionary features at the time.
After departing Apple in 1985, Wozniak shifted his focus to various business and philanthropic pursuits, particularly advocating for the use of computers in education. He emphasized hands-on learning and encouraged student creativity through technology.
Apple – Startup Story
Steve Jobs, Steve Wozniak, and Ronald Wayne founded Apple in 1976 to market Wozniak’s hand-built personal computer, the Apple I. This initial model was sold as a motherboard, including a central processing unit, RAM, and basic text-video chips, but lacked a built-in keyboard, monitor, casing, or other human interface devices.
The Apple I debuted in July 1976, priced at $666.66. Just weeks after Apple’s formation, Ronald Wayne chose to leave the company. He accepted an $800 payout, an amount that would be worth approximately $72 billion four decades later. Wayne was also responsible for designing the first Apple logo, which was replaced in 1977 by Rob Janoff’s iconic bitten apple symbol.
On January 3, 1977, Apple Computer Inc. was officially incorporated. Mike Markkula, intrigued by the Apple I, provided crucial funding and business expertise to the fledgling company. As Apple’s third employee, Markkula acquired a one-third stake in the firm and appointed Michael Scott as Apple’s first president and CEO, believing Jobs was too young and inexperienced for the role.
Wozniak’s next innovation, the Apple II, launched in 1977. With its support for VisiCalc—the world’s first “killer app,” a groundbreaking spreadsheet and computing software—the Apple II gained a competitive edge over market leaders like Tandy and Commodore PET. The program’s office-friendly functionality gave users a compelling reason to choose Apple II, which also introduced the revolutionary feature of color graphics. By 1978, Apple had expanded into a proper office space, hired numerous employees, and established an Apple II production line.
Apple’s revenue doubled every four months during the following years. Between September 1977 and September 1980, annual revenue skyrocketed from $775,000 to $118 million, representing an average annual growth rate of 533%.
On December 12, 1980, Apple went public at $22 per share. The company’s 4.6 million shares sold out almost instantly, raising more capital than any IPO since Ford Motor Company in 1956. Steve Jobs, the largest shareholder, earned $217 million from the offering, and the IPO turned 300 other individuals into millionaires overnight.
Apple Without Jobs
As tensions escalated between Steve Jobs and John Sculley, Apple’s third CEO, Jobs attempted to orchestrate a revolt to remove Sculley. However, the effort failed, and Apple’s board sided with Sculley, stripping Jobs of his operational responsibilities. Following this, Jobs left Apple and founded NeXT, a company focused on building high-performance workstations. Around the same time, Steve Wozniak sold most of his shares and exited the company, citing concerns that Apple was moving in the wrong direction.
Without Jobs, the board gained greater control over Apple’s direction, including decisions about its product strategy. They chose to target high-end customers by selling more expensive Macintosh computers—a strategy Jobs had opposed due to his resistance to raising prices. The plan, dubbed “55 or die,” required that the Macintosh II generate at least a 55% profit margin per unit. To execute this vision, Sculley appointed Jean-Louis Gassée as Jobs’ replacement.
Despite higher price points compared to competitors, Apple computers attracted customers with features like a superior user interface. In 1991, Apple introduced the PowerBook laptop, featuring the System 7 operating system. System 7 brought color to the Macintosh OS and remained in use until 2001, when it was replaced by OS X.
Throughout the 1990s, Apple sought to diversify its offerings. Gassée played a key role in developing innovative products such as the eMate and the Newton MessagePad, hoping these devices would elevate Apple to new heights.
Apple – The Fall
Apple’s “55 or die” strategy faltered as the decade progressed, with the rise of affordable IBM clones and Microsoft’s increasing dominance. Although Macs had a robust software library, they remained limited, while Windows 3.0 gained popularity on inexpensive commodity machines.
In an attempt to reclaim its market position, Apple introduced a new lineup of devices, including the Quadra, Centris, and Performa. The Performa was specifically created as a stocking item for lifestyle retailers and department stores, a departure from Apple’s traditional distribution through mail order and authorized dealers. However, the lack of clarity around the differences between these variants confused customers. At the time, Apple Stores did not yet exist to streamline the buying experience.
Apple also experimented with various products, such as portable CD audio players, digital cameras, speakers, and TV appliances, but none achieved significant success. The company’s stock price and market share plummeted. Further compounding the issue, CEO John Sculley invested heavily in porting System 7 to IBM/Motorola’s PowerPC CPU instead of Intel processors. This move backfired, as most software was optimized for Intel chips, which were also more cost-effective.
Frustrated by disappointing product lines and the costly PowerPC transition, Apple’s board decided to replace Sculley. He was succeeded by Michael Spindler, a German expatriate who had been with the company since the 1980s. However, Spindler’s tenure was short-lived, and in 1996, he was replaced by Gil Amelio.
Amelio introduced drastic changes, including widespread layoffs and cost-cutting measures. Despite these efforts, Apple’s stock hit a 12-year low during his leadership. In February 1997, Amelio made the pivotal decision to acquire Steve Jobs’ NeXT Computer for $429 million, marking the return of Jobs to Apple.
Apple – When Did It Become a Big Name?
Apple introduced the iPod in 2001, a revolutionary device boasting a 5GB hard drive capable of storing thousands of music tracks—an impressive feat for MP3 players at the time.
In 2003, Apple launched the iTunes Music Store to complement its iTunes software, which had debuted two years earlier as a digital music management solution. A Windows-compatible version was introduced the same year, paving the way for a global rollout. The iTunes Music Store provided U.S. users with a legal and convenient way to purchase music online. In 2006, it was rebranded as the iTunes Store to include video content as well.
In 2005, Apple transitioned its computers to Intel processors, enabling them to run Windows. This shift standardized Apple’s hardware, including iMacs and MacBook Pros, on Intel chips.
By 2007, Apple Computer Inc. had officially rebranded as Apple Inc. to reflect its broader product portfolio. That same year, the iPhone was launched, with 270,000 units sold in just the first 30 hours, earning the title of “Apple’s destiny changer.”
The iPhone, iPod Touch, and iPad launches were met with tremendous success. In July 2008, Apple introduced the App Store, allowing third-party developers to create software for the iPhone and iPod Touch. Within a month, the App Store sold 60 million apps and generated $1 million in daily revenue. The iPhone’s popularity propelled Apple to become the world’s third-largest mobile device manufacturer.
In October 2010, Apple’s stock price reached an all-time high of $300. On August 24, 2011, Steve Jobs stepped down as CEO due to health issues, and Tim Cook took over the role. Jobs passed away on October 5, 2011, marking the end of an iconic era for Apple and a significant turning point in its history.
Despite this loss, Apple has continued to lead the market with groundbreaking technological innovations.
Apple – Vision and Mission
Apple’s mission statement is: “To bring the best user experience to its customers through its innovative hardware, software, and services.”
Apple – Business Model
Apple operates with a dual business model focused on products and services. In 2021, the company generated over $365 billion in revenue, with its breakdown as follows:
- iPhone sales: $191.9 billion
- Accessories and wearables: $38.3 billion (including AirPods, Apple TV, Apple Watch, Beats products, HomePod, iPod touch, and other accessories)
- Mac sales: $35.2 billion
- iPad sales: $31.86 billion
- Services: $68.4 billion
Products
Apple’s product lines include the iPhone, Mac, iPad, and various wearable, home, and accessory devices such as AirPods, the Apple Watch, and more.
Services
Apple’s services business encompasses:
- Customer support and protection plans: AppleCare+ and the AppleCare Protection Plan
- Digital content and streaming: Apple’s digital content stores and streaming services
- Cloud services: iCloud and related offerings
- Financial and subscription services: Apple Arcade™, Apple News+, Apple Card™, Apple Pay (a cashless payment system), and more.
Apple – Investments
Apple – Competitors
Apple faces stiff competition from major tech companies, including Microsoft, Samsung, Lenovo, Dell, Sony, HP, Xiaomi, Asus, Huawei, and Oppo.
Apple – Future Plans
Apple holds its global Annual Developers Conference every June, with the 2022 keynote scheduled for June 6. The event serves as a platform for unveiling the company’s next-generation software, set to launch in the autumn.
Among its upcoming innovations, Apple is reportedly developing a folding iPhone with a screen size of 7.5 to 8 inches, aiming for a release by 2023. Additionally, Apple is working on interactive virtual reality goggles featuring an integrated processor, advanced high-resolution displays, and a Reality Operating System. These goggles will support hand gestures, touch panels, and voice commands for interaction and are expected to retail at approximately $3,000. The AR/VR headset is anticipated to launch in 2023.
Apple is also preparing updated 14-inch and 16-inch MacBook Pro models powered by M2 Pro and M2 Max processors. The M2 Max will feature a 12-core CPU and a 38-core GPU, with the new models scheduled for release in 2023.
In the automotive sector, Apple’s electric vehicle project has faced numerous twists and turns. However, prominent Apple analyst Ming-Chi Kuo suggests the company remains focused on developing a fully autonomous car rather than merely providing a technology platform. The launch is projected to occur between 2023 and 2025.
By Zukhrakhon Mansurova
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