Apple Computer places the Macintosh personal computer on sale in the United States.

Apple Inc.: A Global Technology Innovator

Apple Inc., a prominent American multinational technology company, stands as a global leader specializing in the design, manufacturing, and sale of consumer electronics, computer software, and online services. Recognized for its groundbreaking products and influential market presence, Apple has consistently achieved remarkable financial success.

By revenue, Apple is the world's largest information technology company, recording a substantial US$365.8 billion in 2021. As of January 2021, it held the prestigious title of the world's most valuable company. Beyond its financial might, Apple is also a significant player in hardware markets, ranking as the fourth-largest personal computer vendor by unit sales and the second-largest mobile phone manufacturer globally. The company is a key member of the "Big Five" American information technology companies, an informal group often referred to as GAFAM, which also includes Alphabet (Google's parent company), Amazon, Meta (formerly Facebook), and Microsoft.

The Genesis and Early Challenges of Apple

Apple's journey began on April 1, 1976, when it was founded as Apple Computer Company by visionaries Steve Jobs, Steve Wozniak, and Ronald Wayne. Their initial aim was to develop and market Wozniak's innovative Apple I personal computer, which was initially sold as a kit. The company quickly formalized, being incorporated by Jobs and Wozniak as Apple Computer, Inc. in 1977. This incorporation paved the way for the release of the Apple II, a far more user-friendly and commercially successful personal computer that became a bestseller and solidified Apple's early reputation.

Apple achieved immediate financial success upon going public in 1980, signifying its strong market appeal. The company continued to push technological boundaries, developing new computers that featured pioneering graphical user interfaces (GUIs), a revolutionary concept for personal computing at the time. This era notably birthed the original Macintosh, unveiled to the world through the critically acclaimed and iconic "1984" advertisement, a commercial masterpiece directed by Ridley Scott that aired during the Super Bowl XVIII. This advertisement metaphorically positioned Apple as a liberator against conformity, represented by IBM.

However, by 1985, Apple faced internal and external pressures. The relatively high cost of its products began to hinder market penetration, and internal power struggles between executives created significant challenges. In a pivotal moment, Steve Wozniak amicably stepped back from his day-to-day role, while Steve Jobs resigned to establish NeXT Inc., a computer company focused on higher education and business markets, taking several key Apple employees with him.

Reinvention and Resurgence: The Return of Steve Jobs

Throughout the 1990s, as the personal computer market rapidly expanded and evolved, Apple found itself losing significant market share. This decline was primarily due to the rise of the "Wintel" duopoly: the combination of Microsoft's ubiquitous Windows operating system running on lower-priced Intel-powered PC clones. These affordable alternatives became dominant, pushing Apple to the brink of bankruptcy by 1997.

In a dramatic turn of events, and as a strategic move to address its floundering operating system strategy, Apple acquired NeXT Inc. in 1997. This acquisition not only provided Apple with a modern Unix-based operating system foundation (which would later become macOS) but also facilitated the much-anticipated return of Steve Jobs to the company he co-founded. Over the ensuing decade, Jobs spearheaded a remarkable turnaround, guiding Apple back to unprecedented profitability and market leadership. His strategy encompassed several key initiatives:

Steve Jobs, whose visionary leadership was instrumental in Apple's renaissance, resigned as CEO in 2011 for health reasons and sadly passed away two months later. He was succeeded by Tim Cook, who has continued to lead Apple to new heights.

Apple's Unprecedented Valuation and Enduring Influence

Under Tim Cook's leadership, Apple achieved historic financial milestones. It became the first publicly traded U.S. company to surpass a valuation of over $1 trillion in August 2018, then rapidly reached $2 trillion in August 2020, and most recently, an astonishing $3 trillion in January 2022. These valuations underscore Apple's immense market capitalization and its status as an economic powerhouse.

Despite its widespread success, Apple sometimes faces scrutiny regarding various aspects of its operations. Criticisms have been raised concerning the labor practices of its contract manufacturers in its global supply chain, its environmental practices (though the company has made significant strides towards renewable energy and carbon neutrality), and its business ethics, particularly regarding allegations of anti-competitive practices and materials sourcing. Nevertheless, Apple consistently maintains an exceptionally high level of brand loyalty among its customers and is perennially ranked as one of the world's most valuable and recognized brands.

The Macintosh: A Legacy of Innovation in Personal Computing

The Macintosh, often affectionately known as "Mac" since 1998, represents a pioneering family of personal computers designed, manufactured, and sold by Apple Inc. since its groundbreaking introduction in January 1984. Originally launched under the name Apple Computer, Inc., the Macintosh redefined personal computing.

The Revolutionary Original Macintosh

The original Macintosh stands as a pivotal moment in computing history. It was the first commercially successful mass-market all-in-one desktop personal computer to feature an intuitive graphical user interface (GUI), an integrated built-in screen, and a mouse as its primary input device. This combination made computing accessible to a much broader audience by simplifying complex operations into visual interactions, a stark contrast to the command-line interfaces prevalent at the time.

Apple initially sold the Macintosh alongside its other popular computer lines, including the Apple II, Apple IIGS, Apple III, and the Apple Lisa. Notably, the Apple Lisa, introduced in 1983, was Apple's first personal computer to feature a GUI and mouse, serving as a technological precursor to the Macintosh, albeit at a significantly higher price point. The other models were gradually discontinued throughout the 1990s, allowing the Mac to become Apple's flagship computer product.

Market Challenges and Strategic Niche Success

Early Macintosh models, while innovative, were relatively expensive compared to competing platforms. This pricing strategy hindered their competitiveness in a market largely dominated by the much cheaper Commodore 64, which was popular among consumers, and the IBM Personal Computer along with its burgeoning clone market, which appealed to businesses. Despite these challenges, Macintosh systems were significantly less expensive than earlier GUI-based computers like the Xerox Alto and other high-end systems that predated the Mac (with the exception of the Atari ST). The Macintosh found considerable success and carved out strong niches in education and, crucially, in the burgeoning field of desktop publishing. Its graphical capabilities and user-friendly software made it the preferred tool for creative professionals, helping Apple secure its position as the second-largest PC manufacturer for the next decade.

In an effort to regain broader market share in the early 1990s, Apple introduced models like the Macintosh LC II and Color Classic, which were more competitively priced against the "Wintel" machines of the era, showcasing Apple's attempt to appeal to a wider consumer base.

Decline and Recovery of Market Share

However, Apple's market share gradually eroded with the introduction of Microsoft Windows 3.1 and the advent of Intel's powerful Pentium processor in the mid-1990s. These Intel chips often outperformed the Motorola 68040 processors used in contemporary Macintoshes in most benchmarks, giving Wintel PCs a performance advantage. By the end of 1994, Apple was relegated to third place in the PC market, with Compaq emerging as the top manufacturer.

Even the transition to the more powerful PowerPC-based Power Macintosh line in the mid-1990s couldn't fully reverse the trend. Several factors contributed to a continued decline in the Macintosh user base, including the falling prices of commodity PC components, issues with poor inventory management (particularly with the Macintosh Performa line), and the highly successful release of Windows 95, which offered a compelling user experience on lower-cost hardware.

Upon his celebrated return to Apple in 1997, Steve Jobs immediately set about streamlining the company's product offerings. He drastically consolidated the complex line of nearly twenty Macintosh models, which included numerous regional variations, down to a focused selection of just four key products by mid-1999: the professional-grade Power Macintosh G3, the consumer-focused, aesthetically revolutionary iMac G3, the portable 14.1" PowerBook G3, and the more affordable and vibrant 12" iBook. These four products, distinguished by their high performance, competitive pricing, and groundbreaking aesthetic designs (such as the translucent plastics of the iMac and iBook), were both critically and commercially successful, playing a pivotal role in returning Apple to sustained profitability.

Evolution of Naming and Processor Architectures

Around the time of Jobs' return and the launch of the new product lines, Apple officially phased out the formal "Macintosh" name in favor of "Mac," a nickname that had been commonly used by users and developers since the very first model's conception. The Mac experienced another significant shift in 2006 when Apple transitioned its entire lineup to Intel processors, bringing greater performance and compatibility with x86 software. This Intel-based era continued until 2020, when Apple began a new, historic transition to its own custom-designed, ARM-based "Apple silicon" chips, starting with the M1 chip introduced in models like the MacBook Air, the entry-level MacBook Pro, and the Mac Mini. This move further optimized the integration of hardware and software, promising enhanced performance and power efficiency.

Current Macintosh Lineup

The current Mac lineup offers a diverse range of options tailored to various user needs, from casual users to demanding professionals. It includes:

Apple also previously offered the Xserve, a rack-mounted server, which was discontinued in 2011, with its functionalities largely integrated into the Mac Mini and Mac Pro for server-like applications.

The Evolution of macOS and Operating System Compatibility

Apple has developed a sophisticated series of operating systems specifically for the Macintosh family of computers. The earliest versions of the Macintosh operating system initially lacked a formal name but became collectively known as "Macintosh System Software" by 1988. In 1997, with the release of Mac OS 7.6, the name was officially shortened to "Mac OS." These earlier iterations are now retrospectively referred to as "Classic Mac OS" to differentiate them from later Unix-based systems.

From 1988 to 1995, Apple also produced a Unix-based operating system for the Macintosh called A/UX, which integrated aspects of Unix with the familiar Macintosh graphical interface, demonstrating early exploration into robust underlying architectures.

Historically, Apple has maintained a strict policy of not licensing macOS for use on non-Apple computers. However, there was a brief period between 1995 and 1997 during Apple's Macintosh clone program when System 7 was licensed to various companies. Notably, only one company, UMAX Technologies, was legally authorized to ship clones running Mac OS 8. This program was ultimately discontinued upon Steve Jobs' return, as he focused on re-establishing Apple's unique hardware-software integration.

In 2001, Apple introduced a revolutionary modern Unix-based operating system, Mac OS X, representing a significant technological leap. This operating system later underwent branding changes, becoming simply OS X in 2012, and then macOS in 2016, aligning its naming convention with Apple's other operating systems like iOS and watchOS. The final version under the OS X/macOS branding before a major architectural shift was macOS Catalina. Apple then proceeded to release macOS Big Sur in 2020, which introduced a redesigned interface and optimizations for Apple silicon. The current stable version, as of its initial release on June 7, 2021, is macOS Monterey.

For users who wish to run alternative operating systems, Intel-based Macs offer flexibility. They can natively run third-party operating systems such as various distributions of Linux, FreeBSD, and Microsoft Windows. This is often achieved without modification to the operating system itself, frequently with the aid of Apple's own Boot Camp utility or other third-party virtualization software. In contrast, PowerPC-based Macs and the newer Apple Silicon Macs require specially built versions of these operating systems (for example, Adlie Linux for PowerPC or Asahi Linux for Apple Silicon) due to their distinct architectural differences. Additionally, dedicated volunteer communities have developed methods to illicitly customize Intel-based macOS to run on non-Apple computers, commonly referred to as "Hackintoshes."

A Spectrum of CPU Architectures

The Macintosh family of computers has undergone significant transitions in its central processing unit (CPU) architectures throughout its history, reflecting advancements in processor technology and Apple's strategic goals:

Each of these architectural transitions marked a new era for the Macintosh, bringing significant performance improvements and shaping the capabilities of Apple's personal computers.

Frequently Asked Questions About Apple Inc. and Macintosh

What is Apple Inc.?
Apple Inc. is an American multinational technology company globally recognized for its consumer electronics (like iPhone, Mac, iPad, Apple Watch), computer software (macOS, iOS, watchOS), and online services (App Store, iCloud, Apple Music).
When was Apple founded and by whom?
Apple Computer Company was founded on April 1, 1976, by Steve Jobs, Steve Wozniak, and Ronald Wayne. It was later incorporated as Apple Computer, Inc. in 1977.
How did Apple return to profitability in the late 1990s?
Apple's return to profitability was largely due to Steve Jobs' return in 1997, the acquisition of NeXT, the consolidation of product lines, and the introduction of successful new products like the iMac, iPod, iPhone, and iPad, coupled with strong marketing and the establishment of Apple Stores.
What is the Macintosh?
The Macintosh, or Mac, is a family of personal computers designed and manufactured by Apple Inc. since 1984. It gained prominence for being the first commercially successful mass-market computer with a graphical user interface (GUI), a built-in screen, and a mouse.
What operating systems do Macs use?
Modern Macs primarily use macOS, a Unix-based operating system. Historically, they ran "Classic Mac OS" (known as Macintosh System Software before Mac OS 7.6). Intel-based Macs can also run other operating systems like Microsoft Windows and Linux using tools like Boot Camp.
What CPU architectures have Macs used throughout their history?
Mac computers have utilized several CPU architectures: starting with Motorola 68000 series, then transitioning to PowerPC processors in the mid-1990s, followed by Intel x86 processors in the mid-2000s, and most recently, Apple began transitioning to its own ARM-based Apple silicon chips starting in 2020.