www.apple.com
Apple's motto, "Think Differently," is a concept that the company does very well by creating innovative products that continue to define the world of computer design. Other computer manufacturers have attempted for decades to replicate the iconoclastic appeal of the Apple design. None have succeeded in the manner of Apple.
When Steve Jobs assumed the post of CEO in 1998, he re-revolutionized the entire company. Apple introduced the iMac and iBook product lines for the more basic computer buyers and the PowerBook and G series computers for the advanced purchasers. Apple continues to forge ahead in design with the introduction of the iPod digital music player and the iTunes Web site for the sale and download of music.
Among giant rival firms, such as IBM, Apple is on the forefront of a revolution of technology, integrating music, images, and animation.
History :
Founded in 1976 in a garage in Santa Clara, California, Apple is the brainchild of Steve Wozniak and Steve Jobs, two college dropouts who sought to provide a user-friendly computer to a new and distinct market of small computer users. Between 1978 and 1980, sales increased from $7.8 million to $117 million, and in 1980 the company underwent its initial public stock offering. In 1983, Steve Wozinak left Apple. That same year Steve Jobs hired away John Sculley from Pepsi to be the company's president. After experiencing several product failures, Apple unveiled the Macintosh computer in 1984 to overwhelming success, setting the stage for Apple's rise and its recognition as a household name.
By 1985, relations between Sculley and Jobs became contentious. Finally, the board of directors sided with Sculley, and Steve Jobs was forced from the company he helped found. Additionally, while CEO of Apple, John Sculley ignored Microsoft founder Bill Gates's appeal for Apple to license the Macintosh operating system to Microsoft. Gates had hoped to make the Macintosh platform an industry standard.
However, with Sculley refusing to license the operating system, Gates purchased and developed the DOS operating system, which has become the international operating standard for more than 90 percent of all personal computers in the world.
By the late 1980s, competition from Microsoft's Windows operating system and the abject failure of Apple's Newton handheld computer caused the earnings of Apple to plunge, forcing a reduction in the Apple workforce and the resignation of John Sculley. In 1997, Gilbert Amelio, Apple's current CEO, orchestrated the purchase of the company NextStep from Apple founder Steve Jobs. The NeXT operating system was a vast improvement over the then outdated Macintosh operating system. At the time of the purchase, it was hoped that the NeXT operating system could be used to upgrade and overhaul the Macintosh operating system. However, sales in the corporate and education sectors continued to fall, and Apple was forced to trim its, workforce by 30 percent, canceling projects and trimming research costs.
In 1998, Apple CEO Gilbert Amelio was ousted, and Steve Jobs triumphantly returned as interim CEO-iCEO, as he referred to himself. Jobs took immediate control of Apple by forging a surprising relationship with Microsoft, which included releasing a Macintosh version of Microsoft's popular office software. To protect Apple's declining market share, Jobs rescinded the licensing of the Macintosh operating system from chief imitator Power Computing.
Apple also implemented other cost saving measures, including canceling the Newton handheld device and the production of printers. In addition, Jobs streamlined Apple's product line. Pryor to Jobs's return, Apple produced 12 versions of the Macintosh computer, none profitably. Jobs refocused Apple to concentrate on two markets: consumer and professional. The professional series of Macintosh computers would have the prefix "Power," such as the PowerMac desktop series and the powerBook laptop series. The consumer series would have the prefix "i" for Internet, such as the iMac desktop series and the iBook laptop series. Steve Jobs's real value for Apple has been his willingness to be innovative. Shortly after his return as CEO, Jobs oversaw the introduction of the iMac line of personal computers.
The iMac, with its innovative all-in-one design and choice of five colors, was a herald of changes and products to come. In a world that had seen the personal computer become anything but personal, the iMac was a sensation. Under Jobs, Apple is again the innovator of the computer market. His leadership has led to the adoption of USB and, later, Firewire ports for digital connection of the computer to peripherals.
It was Apple's introduction of the AirPort that heralded the coming of wireless interconnectivity. Apple's current line of products and services ranges from the tiny MacMini to the ultrapowerful PowerMac GS. Introduction of the iPod digital music player and the iTunes music site have again put Apple at the forefront of the digital computing age.