Apple Inc. – Wikipedia
Société de technologie; développeur de plateformes électroniques grand public et multimédia
Coordonnées: 37 ° 20′06 ″ N 122 ° 00′32 ″ W/37,3349 N 122,0090 ° W
Apple Inc. est une multinationale américaine basée à Cupertino, en Californie, qui conçoit, développe et vend des produits électroniques grand public, des logiciels et des services en ligne. Il est considéré comme l’un des quatre grands de la technologie avec Amazon, Google et Facebook.[6][7]
Les produits matériels de la société comprennent le smartphone iPhone, l'ordinateur tablette iPad, l'ordinateur personnel Mac, le lecteur multimédia portable iPod, la montre intelligente Apple Watch, le lecteur multimédia numérique Apple TV, les oreillettes sans fil Apple AirPods et le haut-parleur intelligent HomePod. Le logiciel Apple comprend les systèmes d'exploitation macOS et iOS, le lecteur multimédia iTunes, le navigateur Web Safari, les suites de créativité et de productivité iLife et iWork, ainsi que des applications professionnelles telles que Final Cut Pro, Logic Pro et Xcode. Ses services en ligne comprennent l'iTunes Store, l'App Store iOS, le Mac App Store, Apple Music, Apple TV +, iMessage et iCloud. Les autres services incluent Apple Store, Genius Bar, AppleCare, Apple Pay, Apple Pay Cash et Apple Card.
Apple a été fondée par Steve Jobs, Steve Wozniak et Ronald Wayne en avril 1976 pour développer et vendre l'ordinateur personnel Apple I de Wozniak, bien que Wayne ait revendu sa part dans un délai de 12 jours. Il a été incorporé comme Apple Computer, Inc., en janvier 1977, et les ventes de ses ordinateurs, y compris du Apple II, ont augmenté rapidement. Quelques années plus tard, Jobs et Wozniak avaient embauché une équipe de concepteurs informatiques et disposaient d'une chaîne de production. Apple est devenu public en 1980 et a connu un succès financier instantané. Au cours des prochaines années, Apple a livré de nouveaux ordinateurs dotés d'interfaces utilisateur graphiques innovantes, telles que le Macintosh d'origine en 1984, et les publicités marketing d'Apple pour ses produits ont été saluées par la critique. Cependant, le prix élevé de ses produits et la bibliothèque d'applications limitée ont posé problème, tout comme les rapports de force entre dirigeants. En 1985, Wozniak a quitté Apple à l’amiable et est resté employé honoraire,[8] tandis que Jobs et d'autres ont démissionné pour fonder NeXT.[9]
Alors que le marché des ordinateurs personnels s'est développé et a évolué au cours des années 1990, Apple a perdu des parts de marché au profit du duopole à prix réduit de Microsoft Windows sur des clones de PC Intel. Le conseil a recruté le directeur général Gil Amelio, qui aurait besoin de 500 jours pour réhabiliter la société en difficulté financière – réorganisation en prévoyant des licenciements, une restructuration de la direction et une focalisation sur les produits. En 1997, il a amené Apple à acheter NeXT, résolvant ainsi la stratégie du système d’exploitation désespérément défaillante et renvoyant Jobs. Jobs a retrouvé son statut de leader et est devenu PDG en 2000. Apple est rapidement revenu à la rentabilité grâce à la campagne revitalisante Think different, alors qu'il reconstruisait le statut d'Apple en lançant l'iMac en 1998, ouvrant la chaîne de magasins Apple Store en 2001 et rachetant de nombreuses entreprises élargir le portefeuille de logiciels. En janvier 2007, Jobs a renommé la société Apple Inc., reflétant son changement d'orientation vers l'électronique grand public, et a lancé l'iPhone avec un grand succès critique et financier. En août 2011, Jobs a démissionné de son poste de PDG en raison de problèmes de santé et Tim Cook est devenu le nouveau PDG. Deux mois plus tard, Jobs mourut, marquant la fin d'une époque pour la société.
Apple est bien connu pour sa taille et ses revenus. Son chiffre d’affaires annuel mondial s’élève à 265 dollars milliards pour l'exercice 2018. Apple est la plus grande société de technologie du monde en termes de revenus et l'une des sociétés les plus rentables au monde. C'est également le troisième fabricant mondial de téléphones mobiles après Samsung et Huawei.[10] En août 2018, Apple est devenue la première société publique américaine évaluée à plus de 1 billion de dollars.[11][12] La société emploie 123 000 personnes à temps plein[13] et maintient 504 magasins de détail dans 24 pays à partir de 2018[update].[14] Elle exploite l'iTunes Store, qui est le plus grand détaillant de musique au monde. À partir de janvier 2018[update], plus de 1,3 milliard de produits Apple sont activement utilisés dans le monde.[15] La société a également un niveau élevé de fidélité à la marque et est classée comme la marque la plus précieuse au monde. Apple reçoit toutefois d'importantes critiques concernant les pratiques de travail de ses sous-traitants, ses pratiques environnementales et ses pratiques commerciales contraires à l'éthique, y compris son comportement anticoncurrentiel, ainsi que l'origine des matériaux sources.
Contenus
L'histoire
1976-1984: fondation et constitution
Apple Computer Company a été créée le 1 er avril 1976 par Steve Jobs, Steve Wozniak et Ronald Wayne.[16] Le premier produit de la société est l’Apple I, un ordinateur conçu et fabriqué entièrement à la main par Wozniak.[17][18] et d'abord montré au public à la Homebrew Computer Club.[19][20] Apple I était vendu sous forme de carte mère (avec processeur, mémoire vive et puces vidéo textuelles de base), un concept de kit de base qui ne serait plus commercialisé comme un ordinateur personnel complet.[21] La Apple I est entrée en vente en juillet 1976 au prix du marché de 666,66 dollars (2 935 dollars en 2018 dollars, corrigée de l’inflation).[22][23][24][25][26][27]:180
Apple Computer, Inc. a été constituée le 3 janvier 1977.[28][29] sans Wayne, qui avait cédé sa part de la société à Jobs et à Wozniak pour 800 dollars seulement douze jours après avoir cofondé Apple.[30][31] Le multimillionnaire Mike Markkula a fourni une expertise métier essentielle et un financement de 250 000 USD lors de la constitution de la société Apple.[32][33] Au cours des cinq premières années d’exploitation, les revenus ont augmenté de façon exponentielle, doublant environ tous les quatre mois. Entre septembre 1977 et septembre 1980, les ventes annuelles sont passées de 775 000 dollars à 118 dollars. millions d’euros, soit un taux de croissance annuel moyen de 533%.[34][35]
La Apple II, également inventée par Wozniak, a été présentée le 16 avril 1977 à la première foire de la West Coast Computer. Il se distingue de ses principaux rivaux, le TRS-80 et le Commodore PET, par son graphisme couleur basé sur les cellules et son architecture ouverte. Les premiers modèles Apple II utilisaient des cassettes ordinaires comme périphériques de stockage, mais ils ont été remplacés par l’introduction d’un5 1/4-inch lecteur de disquette et interface appelée Disk II.[36] Apple II a été choisie comme plate-forme de bureau pour la première "application phare" du monde des affaires: VisiCalc, un tableur. VisiCalc a créé un marché commercial pour Apple II et a donné aux utilisateurs à domicile une raison supplémentaire d'acheter un Apple II: la compatibilité avec le bureau.[37] Avant VisiCalc, Apple était un lointain concurrent de Commodore et de Tandy en troisième place.[38][39]
À la fin des années 1970, Apple disposait d'une équipe de concepteurs en informatique et d'une chaîne de production. La société a présenté Apple III en mai 1980 dans le but de concurrencer IBM et Microsoft sur le marché de l'informatique professionnelle et d'entreprise.[40] Jobs et plusieurs employés d'Apple, y compris l'expert en interfaces homme-ordinateur, Jef Raskin, ont visité le centre Xerox PARC en décembre 1979 pour assister à une démonstration du Xerox Alto. Xerox a accordé aux ingénieurs Apple trois jours d'accès aux installations PARC en échange de l'option d'achat de 100 000[[[[citation requise] actions (5,6 millions d’actions ajustées par division au 30 mars 2019[update])[29] Apple au prix de 10 $ par action avant l’introduction en bourse.[41]
Jobs a été immédiatement convaincu que tous les futurs ordinateurs utiliseraient une interface utilisateur graphique (GUI) et le développement d'une interface utilisateur graphique a commencé pour Apple Lisa.[42][43] En 1982, cependant, il a été écarté de l’équipe de Lisa pour cause de conflit interne. Jobs a ensuite repris le projet d'ordinateur à faible coût de Macintosh, Wozniak et Raskin, et l'a redéfini comme un système graphique moins cher et plus rapide que Lisa.[44] En 1983, Lisa est devenue le premier ordinateur personnel vendu au public avec une interface graphique, mais a échoué sur le plan commercial en raison de son prix élevé et de ses titres logiciels limités. En 1985, elle a été transformée en Macintosh haut de gamme et abandonnée à sa deuxième année. .[45]
Le 12 décembre 1980, Apple (symbole "AAPL") a ouvert le marché en vendant 4,6 millions d'actions à 22 $ par action (0,39 $ par action après ajustement des fractionnements d'actions au 30 mars 2019).[update]),[29] générant plus de 100 millions de dollars, ce qui était plus de capital que toute introduction en bourse depuis Ford Motor Company en 1956.[46] À la fin de la journée, le titre a grimpé à 29 $ par action et 300 millionnaires ont été créés.[47] La capitalisation boursière d'Apple s'élevait à 1,778 milliard de dollars à la fin de son premier jour de négociation.[46][47]
1984–1991: succès avec Macintosh
En 1984, Apple a lancé le Macintosh, le premier ordinateur personnel à être vendu sans langage de programmation.[48] Son début a été signifié par "1984", un $ 1.5 publicité télévisée d'un million de dollars réalisée par Ridley Scott au cours du troisième trimestre de Super Bowl XVIII, le 22 janvier 1984.[49] C'est maintenant considéré comme un événement décisif pour le succès d'Apple[50] et a été appelé un "chef-d'œuvre" par CNN[51] et l'une des plus grandes publicités télévisées de tous les temps par guide télévisé.[52][53]
Au départ, le Macintosh s'est bien vendu, mais les ventes ultérieures n'ont pas été fortes[54] en raison de son prix élevé et de sa gamme limitée de logiciels. La machine a changé de cap avec l'introduction de la LaserWriter, la première imprimante laser PostScript vendue à un prix raisonnable, et de PageMaker, l'un des premiers logiciels de publication assistée par ordinateur. Il a été suggéré que la combinaison de ces trois produits était responsable de la création du marché de la publication assistée par ordinateur.[55] Le Macintosh était particulièrement puissant sur le marché de la publication assistée par ordinateur en raison de ses capacités graphiques avancées, qui avaient nécessairement été intégrées pour créer l’interface graphique intuitive de Macintosh.
En 1985, une lutte de pouvoir se développa entre Jobs et le PDG John Sculley, qui avait été embauché deux ans plus tôt.[56] En fait, c’est Jobs lui-même qui a convaincu Sculley de rejoindre Apple en utilisant les fameuses phrases "Voulez-vous vendre de l’eau sucrée pour le restant de vos jours ou venir avec moi et changer le monde?"[57] Le conseil d'administration d'Apple a demandé à Sculley de "contenir" des tâches et de limiter sa capacité à lancer des incursions coûteuses dans des produits non testés. Plutôt que de se soumettre aux instructions de Sculley, Jobs a tenté de l'évincer de son rôle de leader chez Apple. Sculley a découvert que Jobs avait tenté d'organiser un coup d'État et a convoqué une réunion du conseil d'administration au cours de laquelle le conseil d'administration d'Apple s'est rangé du côté de Sculley et l'a démis de ses fonctions de direction.[54] Jobs a démissionné de Apple et a fondé NeXT Inc. la même année.[58] Wozniak a également quitté son emploi chez Apple en 1985 pour poursuivre d'autres entreprises, exprimant sa frustration devant le traitement réservé par Apple à la division Apple II et affirmant que la société "avait évolué dans la mauvaise direction ces cinq dernières années".[9][8][59] Malgré ces griefs, Wozniak a quitté la société à l'amiable et Jobs et Wozniak sont restés actionnaires de Apple.[60] Wozniak continue de représenter la société lors d'événements ou d'entretiens,[8] recevant une allocation estimée à 120 000 dollars par an pour ce rôle.[27]
Après le départ de Jobs et de Wozniak, la gamme de produits Macintosh a subi un changement constant de focalisation sur les prix les plus élevés, ce que l’on appelle la "politique du haut droit" nommée pour la position sur un graphique du rapport prix / bénéfices. Jobs avait soutenu que la société devrait produire des produits destinés au marché de la consommation et viser un prix de 1 000 dollars pour le Macintosh, qu’elle ne pouvait pas respecter. Les nouveaux modèles vendus à des prix plus élevés offraient une marge bénéficiaire plus élevée et ne semblaient pas avoir d’effet sur le total des ventes, car les utilisateurs plus puissants arrêtaient chaque augmentation de puissance. Bien que certains se soient inquiétés de se faire exclure du marché, la politique de la haute droite était en vigueur au milieu des années 1980, notamment grâce au mantra de Jean-Louis Gassée "50 ou cinq", faisant référence aux marges bénéficiaires de 55%. du Macintosh II.[61]:79–80
Cette politique a commencé à se retourner contre elle au cours des dernières années de la décennie, avec l’apparition de nouveaux programmes de publication assistée par ordinateur sur des clones de PC offrant à peu près les mêmes fonctionnalités que le Macintosh, mais à des prix nettement inférieurs. La société a perdu son monopole sur ce marché et avait déjà séparé un grand nombre de ses clients consommateurs originaux qui ne pouvaient plus se permettre d'acheter leurs produits à prix élevé. La saison de Noël 1989 est la première dans l’histoire de la société à connaître une baisse des ventes, ce qui a entraîné une baisse de 20% du cours des actions d’Apple.[61]:117-129 Les objections de Gassée ont été rejetées et il a été contraint de quitter la société en 1990. Plus tard cette année-là, Apple a lancé trois modèles moins coûteux, le Macintosh Classic, le Macintosh LC et le Macintosh IIsi, qui ont tous enregistré des ventes importantes en raison d'une demande refoulée.
En 1991, Apple introduisit le PowerBook, remplaçant le Macintosh Portable "transportable" par un design définissant la forme actuelle de presque tous les ordinateurs portables modernes. La même année, Apple présente System 7, une mise à niveau majeure du système d'exploitation qui ajoute de la couleur à l'interface et introduit de nouvelles capacités de mise en réseau. C'est resté la base architecturale du Mac OS classique. Le succès du PowerBook et d’autres produits a entraîné une augmentation des revenus.[56] Pendant quelque temps, Apple se débrouillait incroyablement bien, introduisant de nouveaux produits et générant des bénéfices croissants. Le magazine MacAddict nommé la période entre 1989 et 1991 comme le "premier âge d'or" du Macintosh.[62]
Apple a estimé que la série Apple II était trop chère à produire et a réduit les ventes du Macintosh bas de gamme.[63] En octobre 1990, Apple sort le Macintosh LC et commence à promouvoir cet ordinateur en conseillant au personnel de support technique des développeurs de recommander le développement d’applications pour Macintosh plutôt qu’Apple II et en autorisant les vendeurs à diriger les consommateurs vers Macintosh et plus loin d’Apple II.[64] Le Apple IIe a été arrêté en 1993.[65]
1991-1997: déclin et restructuration
Le succès des modèles grand public d’Apple, notamment le modèle LC, a également conduit à la cannibalisation de leurs machines à prix plus élevé. Pour remédier à cela, la direction a introduit plusieurs nouvelles marques, vendant des machines en grande partie identiques à des prix différents et destinées à différents marchés. Il s’agissait des Quadra haut de gamme, de la gamme Centris de milieu de gamme et de la série malheureuse Performa. Cela a entraîné une confusion importante sur le marché, les clients n'ayant pas compris la différence entre les modèles.[67]
Apple a également expérimenté avec d'autres produits infructueux destinés aux consommateurs au cours des années 90, notamment les appareils photo numériques, les lecteurs audio de CD portables, les haut-parleurs, les consoles vidéo, le service en ligne eWorld et les appareils de télévision. Des ressources énormes ont également été investies dans la division Newton aux prises avec des problèmes, sur la base des prévisions de marché irréalistes de John Sculley.[[[[citation requise] En fin de compte, aucun de ces produits n’a aidé et la part de marché d’Apple et les cours des actions ont continué de baisser.[[[[citation requise]
Tout au long de cette période, Microsoft a continué à gagner des parts de marché avec Windows en se concentrant sur la fourniture de logiciels à des ordinateurs personnels bon marché, tandis qu'Apple offrait une expérience riche en technologies mais coûteuse.[68] Apple s'est appuyé sur des marges bénéficiaires élevées et n'a jamais développé de réponse claire; au lieu de cela, ils ont poursuivi Microsoft pour avoir utilisé une interface graphique similaire à Apple Lisa dans Apple Computer, Inc. c. Microsoft Corp.[69] Le procès a traîné pendant des années avant d'être finalement rejeté. À cette époque, une série de grands échecs de produits et de délais manqués entachèrent la réputation d'Apple et Sculley fut remplacé par Michael Spindler au poste de PDG.[70]
À la fin des années 1980, Apple développait des plates-formes alternatives à System 6, telles que A / UX et Pink. La plate-forme System 6 elle-même était obsolète car elle n'était pas conçue à l'origine pour le multitâche. Dans les années 1990, Apple était confrontée à la concurrence de fournisseurs OS / 2 et UNIX tels que Sun Microsystems. Les systèmes 6 et 7 devraient être remplacés par une nouvelle plate-forme ou retravaillés pour fonctionner sur du matériel moderne.[71]
En 1994, Apple, IBM et Motorola ont formé l’alliance AIM dans le but de créer une nouvelle plate-forme informatique (la plate-forme de référence PowerPC), qui utiliserait du matériel IBM et Motorola couplé au logiciel Apple. L'alliance AIM espérait que les performances de PReP et le logiciel Apple laisseraient le PC loin derrière et contreraient ainsi le monopole de Microsoft. La même année, Apple présente le Power Macintosh, le premier de nombreux ordinateurs Apple à utiliser le processeur PowerPC de Motorola.[72]
En 1996, Gil Amelio a remplacé Spindler au poste de PDG. Embauché pour sa réputation de réhabilitateur d'entreprise, Amelio a procédé à de profonds changements, notamment des licenciements importants et des réductions de coûts.[73] Après de nombreuses tentatives infructueuses de modernisation de Mac OS, tout d’abord avec le projet Pink de 1988, puis avec Copland à partir de 1994, Apple a acheté en 1997 NeXT pour son système d’exploitation NeXTSTEP et de ramener Steve Jobs.[74] Apple était à quelques semaines de la faillite lorsque Jobs revint.[75]
1997-2007: retour à la rentabilité
Lors de la Macworld Expo de janvier 1997, Jobs avait annoncé qu'Apple se joindrait à Microsoft pour publier de nouvelles versions de Microsoft Office pour Macintosh, et que Microsoft avait millions d’investissements en actions Apple sans droit de vote.[76] Le 10 novembre 1997, Apple a lancé le site Web Apple Store, lié à une nouvelle stratégie de fabrication à la commande.[77][78]
L’acquisition de NeXT a été finalisée le 9 février 1997.[79] ramener Jobs à Apple en tant que conseiller. Le 9 juillet 1997, Amelio a été évincé par le conseil d’administration après avoir supervisé un cours de bourse record depuis trois ans et des pertes financières paralysantes. Jobs a agi en tant que PDG par intérim et a commencé à restructurer la gamme de produits de la société; C'est au cours de cette période qu'il a identifié le talent en design de Jonathan Ive, et les deux partenaires ont collaboré pour reconstruire le statut d'Apple.[80]
Le 15 août 1998, Apple a lancé un nouvel ordinateur tout-en-un rappelant le Macintosh 128K: l’iMac. L'équipe de conception de l'iMac était dirigée par Ive, qui devait par la suite concevoir l'iPod et l'iPhone.[81][82] L'iMac, doté d'une technologie moderne et d'un design unique, a vendu près de 800 000 unités au cours de ses cinq premiers mois.[83]
Au cours de cette période,[[[[quand?] Apple a réalisé de nombreuses acquisitions pour créer un portefeuille de logiciels de production numérique destinés aux professionnels et aux particuliers. En 1998, Apple a acheté le projet logiciel Key Grip de Macromedia, marquant une expansion du marché de l'édition vidéo numérique. La vente découle de la décision de Macromedia de se concentrer uniquement sur les logiciels de développement Web. Le produit, encore inachevé au moment de la vente, a été renommé "Final Cut Pro" lors de son lancement sur le marché de détail en avril 1999.[84][85] Le développement de Key Grip a également conduit à la publication par Apple du produit de montage vidéo grand public iMovie en octobre 1999.[86] Ensuite, Apple a acquis avec succès la société allemande Astarte, qui avait développé la technologie de création de DVD, ainsi que les produits et l’équipe technique d’Astarte en avril 2000. L’outil numérique d’Astarte, DVDirector, a par la suite été transformé en logiciel DVD Studio Pro à vocation professionnelle. Apple a ensuite utilisé la même technologie pour créer iDVD pour le marché grand public.[86] En juillet 2001, Apple a acquis Spruce Technologies, une plate-forme de création de DVD pour PC, afin d’intégrer leur technologie à son portefeuille croissant de projets de vidéo numérique.[87][88]
SoundJam MP, publié par Casady & Greene en 1998, a été renommé "iTunes" lorsque Apple l’a acheté en 2000. Les principaux développeurs du logiciel de lecture MP3 et de bibliothèque musicale ont été transférés à Apple dans le cadre de l’acquisition et ont simplifié l’interface utilisateur de SoundJam, a ajouté la possibilité de graver des CD, et supprimé sa fonction d'enregistrement et le support de la peau.[89] SoundJam était le deuxième choix d’Apple pour le cœur du projet de logiciel musical d’Apple, à l’origine nommé iMusic.[90][91] derrière Panic's Audion.[92] Apple n'a pas été en mesure d'organiser une réunion avec Panic à temps pour être pleinement pris en compte, cette dernière étant au milieu de négociations similaires avec AOL.[92]
En 2002, Apple a acheté Nothing Real pour son application de composition numérique avancée, Shake,[93] ainsi que Emagic pour l'application de productivité musicale Logic. L’achat d’Emagic a fait d’Apple le premier fabricant d’ordinateurs à posséder une société de logiciels de musique. L’acquisition a été suivie par le développement de l’application GarageBand d’Apple auprès des consommateurs.[94] La sortie d’iPhoto au cours de la même année complète la suite iLife.[95]
Mac OS X, basé sur OPENSTEP et BSD Unix de NeXT, a été lancé le 24 mars 2001 après plusieurs années de développement. Destiné aux consommateurs et aux professionnels, Mac OS X visait à associer la stabilité, la fiabilité et la sécurité d’Unix à la facilité d’utilisation offerte par une interface utilisateur remaniée. Pour aider les utilisateurs à migrer de Mac OS 9, le nouveau système d'exploitation permettait l'utilisation d'applications OS 9 sous Mac OS X via l'environnement classique.[96]
Le 19 mai 2001, Apple a ouvert ses premiers magasins de vente au détail éponymes officiels en Virginie et en Californie.[97] Le 23 octobre de la même année, Apple a lancé le lecteur audio numérique portable iPod. Le produit, vendu pour la première fois le 10 novembre 2001, a connu un succès phénoménal avec plus de 100 millions d'unités vendues en six ans.[98][99] En 2003, l'iTunes Store d'Apple a été introduit. Le service proposait des téléchargements de musique en ligne pour 0,99 $ la chanson et une intégration avec l'iPod. L’iTunes Store est rapidement devenu le leader du marché des services de musique en ligne, avec plus de cinq milliards de téléchargements au 19 juin 2008.[100][101] Deux ans plus tard, l'iTunes Store était le plus grand détaillant de musique au monde.[102][103]
Transition Intel et stabilité financière
Lors du discours liminaire de la conférence mondiale des développeurs, le 6 juin 2005, Jobs a annoncé qu'Apple commencerait à produire des ordinateurs Mac à processeur Intel en 2006.[104] Le 10 janvier 2006, les nouveaux MacBook Pro et iMac sont devenus les premiers ordinateurs Apple à utiliser le processeur Core Duo d’Intel. Le 7 août 2006, Apple est passée aux puces Intel pour l’ensemble de la gamme de produits Mac – plus d’un an plus tôt que prévu.[104] Les marques Power Mac, iBook et PowerBook ont été abandonnées pendant la transition; les Mac Pro, MacBook et MacBook Pro sont devenus leurs successeurs respectifs.[105][106] Le 29 avril 2009, Le journal de Wall Street a rapporté qu'Apple construisait sa propre équipe d'ingénieurs pour la conception de micropuces.[107] Apple a également introduit Boot Camp en 2006 pour aider les utilisateurs à installer Windows XP ou Windows Vista sur leurs Mac Intel avec Mac OS X.[108]
Le succès d'Apple au cours de cette période était évident dans son cours de bourse. Entre début 2003 et 2006, le prix des actions d’Apple a plus que décuplé, passant d’environ 6 dollars par action (ajusté en fonction de la division) à plus de 80 dollars.[[[[citation requise] Quand Apple a dépassé la capitalisation boursière de Dell en janvier 2006,[109] Jobs a envoyé un e-mail aux employés d’Apple, dans lequel il était informé que le directeur général de Dell, Michael Dell, devait accepter ses mots.[110] Neuf ans auparavant, Dell avait déclaré que s’il dirigeait Apple, il "le fermerait et rendrait l’argent aux actionnaires".[111]
Bien que la part de marché d’Apple pour les ordinateurs ait augmenté, elle est restée loin derrière son concurrent Microsoft Windows, représentant environ 8% des ordinateurs de bureau et des ordinateurs portables aux États-Unis.[[[[quand?][[[[citation requise]
Depuis 2001, l'équipe de conception d'Apple a progressivement abandonné l'utilisation de plastiques colorés translucides utilisés pour la première fois dans l'iMac G3. Ce changement de conception a commencé avec le PowerBook en titane, suivi de la structure en polycarbonate blanc de l'iBook et de l'iMac à écran plat.[112][113]
2007-2011: succès avec les appareils mobiles
Lors de son discours liminaire à la Macworld Expo du 9 janvier 2007, Jobs avait annoncé qu'Apple Computer, Inc. serait désormais appelée "Apple Inc.", parce que la société était passée de l'ordinateur à l'électronique grand public.[114][115] Cet événement a également vu l'annonce de l'iPhone[116][117] et l'Apple TV.[118][119] La société a vendu 270 000 unités iPhone au cours des 30 premières heures de vente,[120] et l'appareil s'appelait "un changeur de jeu pour l'industrie".[121] Apple obtiendrait un succès généralisé avec ses produits iPhone, iPod Touch et iPad, qui introduisaient respectivement des innovations dans les téléphones mobiles, les lecteurs de musique portables et les ordinateurs personnels.[122] De plus, début 2007, 800 000 utilisateurs de Final Cut Pro étaient enregistrés.[123]
Dans un article publié le 6 février 2007 sur le site Web d’Apple, Jobs a annoncé qu’Apple serait disposé à vendre de la musique sur l’iTunes Store sans gestion des droits numériques (DRM), permettant ainsi de lire des pistes sur des lecteurs tiers, si les maisons de disques serait d'accord pour laisser tomber la technologie.[124] Le 2 avril 2007, Apple et EMI ont annoncé conjointement le retrait de la technologie DRM du catalogue EMI sur iTunes Store, à compter de mai 2007.[125] D'autres maisons de disques ont finalement suivi et Apple a publié un communiqué de presse en janvier 2009 pour annoncer que toutes les chansons de l'iTunes Store sont disponibles sans FairPlay DRM.[126]
En juillet 2008, Apple a lancé l'App Store pour vendre des applications tierces pour iPhone et iPod Touch.[127] En un mois, le magasin a vendu 60 millions d’applications et a enregistré un revenu quotidien moyen de 1 $ En août 2008, Jobs spéculait que l’App Store pourrait devenir une entreprise d’un milliard de dollars pour Apple.[128] En octobre 2008, Apple était le troisième fournisseur mondial de téléphones mobiles en raison de la popularité de l'iPhone.[129]
Le 16 décembre 2008, Apple a annoncé que 2009 serait la dernière année d'association à la Macworld Expo, après plus de 20 ans de présence, et que le vice-président directeur du marketing mondial des produits, Phil Schiller, prononcerait le discours principal de 2009 au lieu des emplois attendus. Le communiqué de presse officiel expliquait qu'Apple "réduisait" ses activités sur les salons en général, y compris Macworld Tokyo et l'Apple Expo à Paris, en France, principalement parce que les énormes succès de l'Apple Retail Store et de son site Web avaient fait des salons un canal de promotion mineur. .[130][131]
Le 14 janvier 2009, Jobs a annoncé dans une note interne qu'il prendrait un congé de maladie de Apple d'une durée de six mois jusqu'à la fin du mois de juin 2009 et qu'il se concentrerait sur sa santé. Dans le courrier électronique, Jobs indiquait que "la curiosité pour ma santé personnelle continue à être une source de distraction non seulement pour moi et ma famille, mais également pour tout le monde chez Apple", et expliquait que la pause permettrait à l'entreprise "de se concentrer sur la livraison produits extraordinaires ".[132] Bien que Jobs ait été absent, Apple a enregistré son meilleur trimestre hors vacances (T1 2009) au cours de la récession avec un chiffre d'affaires de 8,16 USD milliards et un bénéfice de 1,21 $ milliard.[133][134]
Après des années de spéculation et de "fuites" supposées, Apple a dévoilé le 27 janvier 2010 un dispositif multimédia grand écran, appelé tablette, appelé iPad. Cet iPad utilise le même système d'exploitation tactile que l'iPhone, ainsi que toutes les applications iPhone. étaient compatibles avec l'iPad. Cela a donné à l'iPad un large catalogue d'applications au lancement, bien que le temps de développement avant le lancement soit très court. Plus tard cette année, le 3 avril 2010, l'iPad a été lancé aux États-Unis. Il a vendu plus de 300 000 unités le premier jour et 500 000 à la fin de la première semaine.[135] En mai de la même année, la capitalisation boursière d’Apple a dépassé celle de son concurrent Microsoft pour la première fois depuis 1989.[136]
En juin 2010, Apple a sorti l'iPhone 4,[137][138] qui a introduit les appels vidéo, le multitâche et un nouveau modèle en acier inoxydable non isolé faisant office d'antenne du téléphone. Plus tard cette année-là, Apple a de nouveau actualisé sa gamme de lecteurs MP3 en introduisant un iPod nano multi-touch, un iPod Touch avec FaceTime et un iPod Shuffle qui a ramené les boutons à molette des générations précédentes.[139][140][141] Elle a également lancé la deuxième génération d’Apple TV, plus petite et moins chère, qui permettait la location de films et de spectacles.[142]
En octobre 2010, les actions d’Apple ont atteint un sommet sans précédent, dépassant 300 USD (déduction faite de 43 USD).[143] Plus tard ce mois-ci, Apple a mis à jour l'ordinateur portable MacBook Air, la suite d'applications iLife, et a dévoilé le Mac OS X Lion,[144][145] la dernière version portant le nom Mac OS X.[[[[citation requise]
Le 6 janvier 2011, la société a ouvert son Mac App Store, une plateforme de distribution de logiciels numériques similaire à celle de l'App Store iOS.[146]
Le 17 janvier 2011, Jobs a annoncé dans une note interne d'Apple qu'il prendrait un autre congé médical pour une durée indéterminée afin de lui permettre de se concentrer sur sa santé. Le chef de l’exploitation, Tim Cook, assumait les activités quotidiennes de Job chez Apple, même si cette dernière resterait «impliquée dans les grandes décisions stratégiques».[147] Apple est devenue la marque la plus précieuse au monde pour les consommateurs.[148] En juin 2011, Jobs a pris la scène de manière surprenante et a dévoilé iCloud, un service de stockage et de synchronisation en ligne de musique, de photos, de fichiers et de logiciels qui a remplacé MobileMe, la précédente tentative de synchronisation de contenu d'Apple.[149] Ce serait le dernier lancement de produit auquel Jobs aurait assisté avant sa mort.
Aux côtés d'entités homologues telles qu'Atari et Cisco Systems, Apple a été présenté dans le documentaire Quelque chose de risqué, qui a été créée en 2011 et a exploré l’ère des trois décennies qui ont conduit à l’établissement et à la domination de la Silicon Valley.[150] On a fait valoir qu'Apple avait atteint une telle efficacité dans sa chaîne d'approvisionnement que la société fonctionnait de manière monopsone (un acheteur avec plusieurs vendeurs) et pouvait imposer des conditions à ses fournisseurs.[151][152][153] In July 2011, due to the American debt-ceiling crisis, Apple's financial reserves were briefly larger than those of the U.S. Government.[154]
On August 24, 2011, Jobs resigned his position as CEO of Apple.[155] He was replaced by Cook and Jobs became Apple's chairman. Apple did not have a chairman at the time[[[[citation requise] and instead had two co-lead directors, Andrea Jung and Arthur D. Levinson,[[[[citation requise] who continued with those titles until Levinson replaced Jobs as chairman of the board in November after Jobs' death.[156]
2011–present: Post–Steve Jobs era; Tim Cook leadership
On October 5, 2011, Steve Jobs died, marking the end of an era for Apple.[157][158] The first major product announcement by Apple following Jobs's passing occurred on January 19, 2012, when Apple's Phil Schiller introduced iBooks Textbooks for iOS and iBook Author for Mac OS X in New York City.[159] Jobs had stated in his biography that he wanted to reinvent the textbook industry and education.[160]
From 2011 to 2012, Apple released the iPhone 4S[161][162] and iPhone 5,[163][164] which featured improved cameras, an intelligent software assistant named Siri, and cloud-synced data with iCloud; the third and fourth generation iPads, which featured Retina displays;[165][166][167] and the iPad Mini, which featured a 7.9-inch screen in contrast to the iPad's 9.7-inch screen.[168] These launches were successful, with the iPhone 5 (released September 21, 2012) becoming Apple's biggest iPhone launch with over two million pre-orders[169] and sales of three million iPads in three days following the launch of the iPad Mini and fourth generation iPad (released November 3, 2012).[170] Apple also released a third-generation 13-inch MacBook Pro with a Retina display and new iMac and Mac Mini computers.[167][168][171]
On August 20, 2012, Apple's rising stock price increased the company's market capitalization to a world-record $624 billion. This beat the non-inflation-adjusted record for market capitalization set by Microsoft in 1999.[172] On August 24, 2012, a US jury ruled that Samsung should pay Apple $1.05 billion (£665m) in damages in an intellectual property lawsuit.[173] Samsung appealed the damages award, which the Court reduced by $450 million.[174] The Court further granted Samsung's request for a new trial.[174] On November 10, 2012, Apple confirmed a global settlement that would dismiss all lawsuits between Apple and HTC up to that date, in favor of a ten-year license agreement for current and future patents between the two companies.[175] It is predicted that Apple will make $280 million a year from this deal with HTC.[176]
A previously confidential email written by Jobs a year before his death was presented during the proceedings of the Apple Inc. v. Samsung Electronics Co. lawsuits and became publicly available in early April 2014. With a subject line that reads "Top 100 – A," the email was sent only to the company's 100 most senior employees and outlines Jobs's vision of Apple Inc.'s future under 10 subheadings. Notably, Jobs declares a "Holy War with Google" for 2011 and schedules a "new campus" for 2015.[177]
In March 2013, Apple filed a patent for an augmented reality (AR) system that can identify objects in a live video stream and present information corresponding to these objects through a computer-generated information layer overlaid on top of the real-world image.[178] The company also made several high-profile hiring decisions in 2013. On July 2, 2013, Apple recruited Paul Deneve, Belgian President and CEO of Yves Saint Laurent as a vice president reporting directly to Tim Cook.[179] A mid-October 2013 announcement revealed that Burberry CEO Angela Ahrendts will commence as a senior vice president at Apple in mid-2014. Ahrendts oversaw Burberry's digital strategy for almost eight years and, during her tenure, sales increased to about $3.2 billion and shares gained more than threefold.[180] She resigned from Apple in 2019.[181]
Alongside Google vice-president Vint Cerf and AT&T CEO Randall Stephenson, Cook attended a closed-door summit held by President Obama on August 8, 2013, in regard to government surveillance and the Internet in the wake of the Edward Snowden NSA incident.[182][183] On February 4, 2014, Cook met with Abdullah Gül, the President of Turkey, in Ankara to discuss the company's involvement in the Fatih project.[184]
In the first quarter of 2014, Apple reported sales of 51 million iPhones and 26 million iPads, becoming all-time quarterly sales records. It also experienced a significant year-over-year increase in Mac sales. This was contrasted with a significant drop in iPod sales.[185][186] In May 2014, the company confirmed its intent to acquire Dr. Dre and Jimmy Iovine's audio company Beats Electronics—producer of the "Beats by Dr. Dre" line of headphones and speaker products, and operator of the music streaming service Beats Music—for $3 billion, and to sell their products through Apple's retail outlets and resellers. Iovine believed that Beats had always "belonged" with Apple, as the company modeled itself after Apple's "unmatched ability to marry culture and technology." The acquisition was the largest purchase in Apple's history.[187][188]
Apple was at the top of Interbrand's annual Best Global Brands report for 6 years in a row; 2013,[189] 2014,[190] 2015,[191] 2016,[192] 2017,[193] and 2018 with a valuation of $214.48 billion.[194]
In January 2016, it was announced that one billion Apple devices were in active use worldwide.[195][196]
On May 12, 2016, Apple Inc., invested $1 billion in DiDi, a Chinese transportation network company.[197][198][199]The Information reported in October 2016 that Apple had taken a board seat in Didi Chuxing,[200] a move that James Vincent of Le bord speculated could be a strategic company decision by Apple to get closer to the automobile industry,[201] particularly Didi Chuxing's reported interest in self-driving cars.[202]
On June 6, 2016, Fortune released Fortune 500, their list of companies ranked on revenue generation. In the trailing fiscal year (2015), Apple appeared on the list as the top tech company.[203] It ranked third, overall, with $233 billion in revenue.[203] This represents a movement upward of two spots from the previous year's list.[203]
On April 6, 2017, Apple launched Clips, an app that allows iPad and iPhone users to make and edit short videos with text, graphics and effects. The app provides a way to produce short videos to share with other users on the Messages app, Instagram, Facebook, and other social networks. Apple also introduced Live Titles for Clips that allows users to add live animated captions and titles using their voice.[204]
In May 2017, Apple refreshed two of its website designs. Their public relations "Apple Press Info" website was changed to an "Apple Newsroom" site, featuring a greater emphasis on imagery and therefore lower information density, and combines press releases, news items, and photos. Its "Apple Leadership" overview of company executives was also refreshed, adding a simpler layout with a prominent header image and two-column text fields. 9to5Mac noted the design similarities to several of Apple's redesigned apps in iOS 10, particularly its Apple Music and News software.[205]
In June 2017, Apple announced the HomePod, its smart speaker aimed to compete against Sonos Google Home and Amazon Echo.[206] Towards the end of the year, TechCrunch reported that Apple was acquiring Shazam, a company specializing in music, TV, film and advertising recognition.[207] The acquisition was confirmed a few days later, reportedly costing Apple $400 million, with media reports noting that the purchase looked like a move by Apple to get data and tools to bolster its Apple Music streaming service.[208] The purchase was approved by EU later in September 2018.[209][210]
Also in June 2017, Apple appointed Jamie Erlicht and Zack Van Amburg to head their newly formed worldwide video unit. In November 2017, Apple announced it was branching out into original scripted programming: a drama series starring Jennifer Aniston and Reese Witherspoon, and a reboot of the anthology series Amazing Stories with Steven Spielberg.[211] In June 2018, Apple signed the Writer's Guild of America's minimum basic agreement and Oprah Winfrey to a multi-year content partnership.[212][213] Additional partnerships for original series include Sesame Workshop and DHX Media and its subsidiary Peanuts Worldwide as well as a partnership with A24 to create original films.[214][215][216] As of January 2019, Apple has ordered twenty-one television series and one film. Furthermore, there are five series in development at Apple.
On June 5, 2018, Apple deprecated OpenGL across all Operating Systems and urged developers to use Metal instead.[217]
In August 2018, Apple purchased Akonia Holographics for its augmented reality goggle lens.[218][219] On February 14, 2019, Apple acquired DataTiger for its digital marketing technology.[220]
On January 29, 2019, Apple reported its first decline in revenues and profits in a decade.[221][222][223]
Des produits
Mac
Macs currently in production:
- iMac: Consumer all-in-one desktop computer, introduced in 1998.
- Mac Mini: Consumer sub-desktop computer, introduced in 2005.
- MacBook: Consumer ultra-thin, ultra-portable notebook, introduced in 2006 and relaunched in 2015.
- MacBook Pro: Professional notebook, introduced in 2006.
- Mac Pro: Workstation desktop computer, introduced in 2006.
- MacBook Air: Consumer ultra-thin, ultra-portable notebook, introduced in 2008.
Apple sells a variety of computer accessories for Macs, including Thunderbolt Display, Magic Mouse, Magic Trackpad, Magic Keyboard, the AirPort wireless networking products, and Time Capsule.
iPod
On October 23, 2001, Apple introduced the iPod digital music player. Several updated models have since been introduced, and the iPod brand is now the market leader in portable music players by a significant margin. More than 390 million units have shipped as of September 2015[update].[224] 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.
In late July 2017, Apple discontinued its iPod Nano and iPod Shuffle models, leaving only the iPod Touch available for purchase.[225][226][227]
iPhone
At the Macworld Conference & Expo in January 2007, Steve Jobs introduced the long-anticipated[228]iPhone, a convergence of an Internet-enabled smartphone and iPod.[229] The first-generation iPhone was released on June 29, 2007, for $499 (4 GB) and $599 (8 GB) with an AT&T contract.[230] On February 5, 2008, it was updated to have 16 GB of memory, in addition to the 8 GB and 4 GB models.[231] It combined a 2.5G quad band GSM and EDGE cellular phone with features found in handheld devices, running a scaled-down version of OS X (dubbed iPhone OS after the launch and later renamed to iOS), 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) touchscreen display, Bluetooth, and Wi-Fi (both "b" and "g").[229]
A second version, the iPhone 3G, was released on July 11, 2008, with a reduced price of $199 for the 8 GB model and $299 for the 16 GB model.[232] This version added support for 3G networking and assisted GPS navigation. The flat silver back and large antenna square of the original model were eliminated in favor of a glossy, curved black or white back. Software capabilities were improved with the release of the App Store, which provided iPhone-compatible applications to download. On April 24, 2009, the App Store[233] surpassed one billion downloads.[234] On June 8, 2009, Apple announced the iPhone 3GS. It provided an incremental update to the device, including faster internal components, support for faster 3G speeds, video recording capability, and voice control.
At the Worldwide Developers Conference (WWDC) on June 7, 2010, Apple announced the redesigned iPhone 4.[235] It featured a 960 × 640 display, the Apple A4 processor, a gyroscope for enhanced gaming, a 5MP camera with LED flash, front-facing VGA camera and FaceTime video calling. Shortly after its release, reception issues were discovered by consumers, due to the stainless steel band around the edge of the device, which also serves as the phone's cellular signal and Wi-Fi antenna. The issue was corrected by a "Bumper Case" distributed by Apple for free to all owners for a few months. In June 2011, Apple overtook Nokia to become the world's biggest smartphone maker by volume.[236] On October 4, 2011, Apple unveiled the iPhone 4S, which was first released on October 14, 2011.[237] It features the Apple A5 processor and Siri voice assistant technology, the latter of which Apple had acquired in 2010 from SRI International Artificial Intelligence Center.[238] It also features an updated 8MP camera with new optics. Apple began a new accessibility feature, Made for iPhone Hearing Aids with the iPhone 4S.[239] Made for iPhone Hearing Aids feature Live Listen, it can help the user hear a conversation in a noisy room or hear someone speaking across the room.[240] Apple sold 4 million iPhone 4S phones in the first three days of availability.[241]
On September 12, 2012, Apple introduced the iPhone 5.[242] It has a 4-inch display, 4G LTE connectivity, and the upgraded Apple A6 chip, among several other improvements.[243] Two million iPhones were sold in the first twenty-four hours of pre-ordering[244] and over five million handsets were sold in the first three days of its launch.[245] Upon the launch of the iPhone 5S and iPhone 5C, Apple set a new record for first-weekend smartphone sales by selling over nine million devices in the first three days of its launch.[246] The release of the iPhone 5S and 5C is the first time that Apple simultaneously launched two models.[247]
A patent filed in July 2013 revealed the development of a new iPhone battery system that uses location data in combination with data on the user's habits to moderate the handsets power settings accordingly. Apple is working towards a power management system that will provide features such as the ability of the iPhone to estimate the length of time a user will be away from a power source to modify energy usage and a detection function that adjusts the charging rate to best suit the type of power source that is being used.[248]
In a March 2014 interview, Apple designer Jonathan Ive used the iPhone as an example of Apple's ethos of creating high-quality, life-changing products. He explained that the phones are comparatively expensive due to the intensive effort that is used to make them:
We don't take so long and make the way we make for fiscal reasons … Quite the reverse. The body is made from a single piece of machined aluminium … The whole thing is polished first to a mirror finish and then is very finely textured, except for the Apple logo. The chamfers [smoothed-off edges] are cut with diamond-tipped cutters. The cutters don't usually last very long, so we had to figure out a way of mass-manufacturing long-lasting ones. The camera cover is sapphire crystal. Look at the details around the SIM-card slot. It's extraordinary![80]
On September 9, 2014, Apple introduced the iPhone 6, alongside the iPhone 6 Plus that both have screen sizes over 4-inches.[249] One year later, Apple introduced the iPhone 6S, and iPhone 6S Plus, which introduced a new technology called 3D Touch, including an increase of the rear camera to 12 MP, and the FaceTime camera to 5 MP.[250] On March 21, 2016, Apple introduced the iPhone SE that has a 4-inch screen size last used with the 5S and has nearly the same internal hardware as the 6S.[251]
In July 2016, Apple announced that one billion iPhones had been sold.[252][253]
On September 7, 2016, Apple introduced the iPhone 7 and the iPhone 7 Plus, which feature improved system and graphics performance, add water resistance, a new rear dual-camera system on the 7 Plus model, and, controversially, remove the 3.5 mm headphone jack.[254][255]
On September 12, 2017, Apple introduced the iPhone 8 and iPhone 8 Plus, standing as evolutionary updates to its previous phones with a faster processor, improved display technology, upgraded camera systems and wireless charging.[256] The company also announced iPhone X, which radically changes the hardware of the iPhone lineup, removing the home button in favor of facial recognition technology and featuring a near bezel-less design along with wireless charging.[257][258]
On September 12, 2018, Apple introduced the iPhone XS, iPhone XS Max and iPhone XR. The iPhone XS and iPhone XS Max features Super Retina displays, a faster and improved dual camera system that offers breakthrough photo and video features, the first 7-nanometer chip in a smartphone — the A12 Bionic chip with next-generation Neural Engine — faster Face ID, wider stereo sound and introduces Dual SIM to iPhone. The iPhone XR comes in an all-screen glass and aluminium design with the most advanced LCD in a smartphone featuring a 6.1-inch Liquid Retina display, A12 Bionic chip with next-generation Neural Engine, the TrueDepth camera system, Face ID and an advanced camera system that creates dramatic portraits using a single camera lens.[259][260]
iPad
On January 27, 2010, Apple introduced their much-anticipated media tablet, the iPad.[261][262] It offers multi-touch interaction with multimedia formats including newspapers, e-books, photos, videos, music, word processing documents, video games, and most existing iPhone apps using a 9.7-inch screen.[263] It also includes a mobile version of Safari for web browsing, as well as access to the App Store, iTunes Library, iBookstore, Contacts, and Notes. Content is downloadable via Wi-Fi and optional 3G service or synced through the user's computer.[264]AT&T was initially the sole U.S. provider of 3G wireless access for the iPad.[265]
On March 2, 2011, Apple introduced the iPad 2, which had a faster processor and a camera on the front and back. It also added support for optional 3G service provided by Verizon in addition to AT&T.[266] The availability of the iPad 2 was initially limited as a result of a devastating earthquake and tsunami in Japan in March 2011.[267]
The third-generation iPad was released on March 7, 2012, and marketed as "the new iPad". It added LTE service from AT&T or Verizon, an upgraded A5X processor, and Retina display. The dimensions and form factor remained relatively unchanged, with the new iPad being a fraction thicker and heavier than the previous version and featuring minor positioning changes.[268]
On October 23, 2012, Apple's fourth-generation iPad came out, marketed as the "iPad with Retina display". It added the upgraded A6X processor and replaced the traditional 30-pin dock connector with the all-digital Lightning connector.[269] The iPad Mini was also introduced. It featured a reduced 7.9-inch display and much of the same internal specifications as the iPad 2.[270]
On October 22, 2013, Apple introduced the iPad Air and the iPad Mini with Retina Display, both featuring a new 64-bit Apple A7 processor.[271]
The iPad Air 2 was unveiled on October 16, 2014. It added better graphics and central processing and a camera burst mode as well as minor updates. The iPad Mini 3 was unveiled at the same time.[271]
Since its launch, iPad users have downloaded over three billion apps. The total number of App Store downloads, as of June 2015[update], is over 100 billion.[272]
On September 9, 2015, Apple announced the iPad Pro, an iPad with a 12.9-inch display that supports two new accessories, the Smart Keyboard and Apple Pencil.[273] An updated IPad Mini 4 was announced at the same time.[274] A 9.7-inch iPad Pro was announced on March 21, 2016.[275] On June 5, 2017, Apple announced a new iPad Pro with a 10.5-inch display to replace the 9.7 inch model and an updated 12.9-inch model.[276]
Apple Watch
The original Apple Watch smartwatch was announced by Tim Cook on September 9, 2014, being introduced as a product with health and fitness-tracking.[278][279] It was released on April 24, 2015.[280][281][282]
The second generation of Apple Watch, Apple Watch Series 2, was released in September 2016, featuring greater water resistance, a faster processor, and brighter display.[283]
On September 12, 2017, Apple introduced the Apple Watch Series 3 featuring LTE cellular connectivity, giving the wearable independence from an iPhone[284] except for the setup process.[285]
On September 12, 2018, Apple introduced the Apple Watch Series 4, featuring new display, electrocardiogram, and fall detection.[286]
Apple TV
At the 2007 Macworld conference, Jobs demonstrated the Apple TV (Jobs accidentally referred to the device as "iTV", its codename, while on stage), a set-top video device intended to bridge the sale of content from iTunes with high-definition televisions.[287] The device, running a variant of Mac OS X, links up to a user's TV and syncs over the wireless or wired network with one computer's iTunes library and can stream content from an additional four. The Apple TV originally incorporated a 40 GB hard drive for storage, included outputs for HDMI and component video, and played video at a maximum resolution of 720p.[119] On May 30, 2007, a 160 GB hard disk drive was released alongside the existing 40 GB model.[288] A software update released on January 15, 2008, allowed media to be purchased directly from the Apple TV.[289]
In September 2009, Apple discontinued the original 40 GB Apple TV but continued to produce and sell the 160 GB Apple TV. On September 1, 2010, Apple released a completely redesigned Apple TV running on an iOS variant and discontinued the older model, which ran on a Mac OS X variant. 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 downloaded media. Like the iPad and the iPhone, Apple TV runs on an A4 processor. The memory included in the device is half of that in the iPhone 4 at 256 MB; the same as the iPad, iPhone 3GS, third and fourth-generation iPod Touch.[290]
It has HDMI out as the only video output 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. A third generation of the device was introduced at an Apple event on March 7, 2012, with new features such as higher resolution (1080p) and a new user interface.
At the September 9, 2015, event, Apple unveiled an overhauled Apple TV, which now runs a subsequent variant of iOS called tvOS, and contains 32 GB or 64 GB of NAND Flash to store games, programs, and to cache the current media playing. The release also coincided with the opening of a separate Apple TV App Store and a new Siri Remote with a glass touchpad, gyroscope, and microphone.
On December 12, 2016, Apple released a new iOS and tvOS media player app called TV to replace the existing "Videos" iOS application.
At the September 12, 2017 event, Apple released a new 4K Apple TV with the same form factor as the 4th Generation model. The 4K model is powered by the A10X SoC designed in-house that also powers their second-generation iPad Pro. The 4K model also has support for high dynamic range.
On March 25, 2019, Apple announced Apple TV+, their upcoming over-the-top subscription video on-demand web television service, will arrive Fall 2019. TV+ features exclusive original shows, movies, and documentaries.[291] They also announced an update to the TV app with a new "Channels" feature and that the TV app will expand to macOS, numerous smart television models, Roku devices, and Amazon Fire TV devices later in 2019.
AccueilPod
Apple's first smart speaker, the HomePod was released on February 9, 2018 after being delayed from its initial December 2017 release. It also features 7 tweeters in the base, a four-inch woofer in the top, and six microphones for voice control and acoustic optimization[292][293][294] On September 12, 2018, Apple announced that HomePod is adding new features—search by lyrics, set multiple timers, make and receive phone calls, Find My iPhone, Siri Shortcuts—and Siri languages.[295]
Logiciel
Apple develops its own operating systems to run on its devices, including macOS for Mac personal computers,[296]iOS for its iPhone, iPad and iPod Touch smartphones and tablets,[297]watchOS for its Apple Watch smartwatches,[298] and tvOS for its Apple TV digital media player.[299]
For iOS and macOS, Apple also develops its own software titles, including Pages for writing, Numbers for spreadsheets, and Keynote for presentations, as part of its iWork productivity suite.[300] For macOS, it also offers iMovie and Final Cut Pro X for video editing,[301] and GarageBand and Logic Pro X for music creation.[302]
Apple's range of server software includes the operating system macOS Server;[303]Apple Remote Desktop, a remote systems management application;[304] and Xsan, a storage area network file system.[303]
Apple also offers online services with iCloud, which provides cloud storage and synchronization for a wide range of user data, including documents, photos, music, device backups, and application data,[305] and Apple Music, its music and video streaming service.[306]
Electric vehicles
Selon le Sydney Morning Herald, Apple wants to start producing an electric car with autonomous driving as soon as 2020. Apple has made efforts to recruit battery development engineers and other electric automobile engineers from A123 Systems, LG Chem, Samsung Electronics, Panasonic, Toshiba, Johnson Controls and Tesla Motors.[307]
Corporate identity
Logo
(1976–77)[308]
(1977–98)[308]
(1998–03)[308]
(since 2003)[308]
According to Steve Jobs, the company's name was inspired by his visit to an apple farm while on a fruitarian diet. Jobs thought the name "Apple" was "fun, spirited and not intimidating".[309]
Apple's first logo, designed by Ron Wayne, depicts Sir Isaac Newton sitting under an apple tree. It was almost immediately 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. However, Jobs insisted that the logo be colorized to humanize the company.[310][311] The logo was designed with a bite so that it would not be confused with a cherry.[312] The colored stripes were conceived to make the logo more accessible, and to represent the fact the Apple II could generate graphics in color.[312] This logo is often erroneously referred to as a tribute to Alan Turing, with the bite mark a reference to his method of suicide.[313][314] Both Janoff and Apple deny any homage to Turing in the design of the logo.[312][315]
On August 27, 1999[316] (the year following the introduction of the iMac G3), Apple officially dropped the rainbow scheme and began to use monochromatic logos nearly identical in shape to the previous rainbow incarnation. An Aqua-themed version of the monochrome logo was used from 1998 to 2003, and a glass-themed version was used from 2007 to 2013.[317]
Steve Jobs and Steve Wozniak were Beatles fans,[318][319] but Apple Inc. had name and logo trademark issues with Apple Corps Ltd., a multimedia company started by the Beatles in 1967. This resulted in a series of lawsuits and tension between the two companies. These issues ended with the settling of their lawsuit in 2007.[320]
La publicité
Apple's first slogan, "Byte into an Apple", was coined in the late 1970s.[321] From 1997 to 2002, the slogan "Think Different" was used in advertising campaigns, and is still closely associated with Apple.[322] Apple also has slogans for specific product lines — for example, "iThink, therefore iMac" was used in 1998 to promote the iMac,[323] and "Say hello to iPhone" has been used in iPhone advertisements.[324] "Hello" was also used to introduce the original Macintosh, Newton, iMac ("hello (again)"), and iPod.[325]
From the introduction of the Macintosh in 1984, with the 1984 Super Bowl advertisement to the more modern Get a Mac adverts, Apple has been recognized for its efforts towards effective advertising and marketing for its products. However, claims made by later campaigns were criticized,[326] particularly the 2005 Power Mac ads.[327] Apple's product advertisements gained a lot of attention as a result of their eye-popping graphics and catchy tunes.[328] Musicians who benefited from an improved profile as a result of their songs being included on Apple advertisements include Canadian singer Feist with the song "1234" and Yael Naïm with the song "New Soul".[328]
Apple owns a YouTube channel where they release advertisements, tips, and introductions for their devices.[329][330]
Brand loyalty
—Alex Riley, writing for the BBC[331]
Apple customers gained a reputation for devotion and loyalty early in the company's history. BYTE in 1984 stated that[332]
There are two kinds of people in the world: people who say Apple isn't just a company, it's a cause; and people who say Apple isn't a cause, it's just a company. Both groups are right. Nature has suspended the principle of noncontradiction where Apple is concerned.
Apple is more than just a company because its founding has some of the qualities of myth … Apple is two guys in a garage undertaking the mission of bringing computing power, once reserved for big corporations, to ordinary individuals with ordinary budgets. The company's growth from two guys to a billion-dollar corporation exemplifies the American Dream. Even as a large corporation, Apple plays David to IBM's Goliath, and thus has the sympathetic role in that myth.
Apple evangelists were actively engaged by the company at one time, but this was after the phenomenon had already been firmly established. Apple evangelist Guy Kawasaki has called the brand fanaticism "something that was stumbled upon,"[333] while Ive explained in 2014 that "People have an incredibly personal relationship" with Apple's products.[80]Apple Store openings and new product releases can draw crowds of hundreds, with some waiting in line as much as a day before the opening.[334][335][336][337] The opening of New York City's Fifth Avenue "Cube" store in 2006 became the setting of a marriage proposal, and had visitors from Europe who flew in for the event.[338] In June 2017, a newlywed couple took their wedding photos inside the then-recently opened Orchard Road Apple Store in Singapore.[339][340] The high level of brand loyalty has been criticized and ridiculed, applying the epithet "Apple fanboy" and mocking the lengthy lines before a product launch.[341] An internal memo leaked in 2015 suggested the company planned to discourage long lines and direct customers to purchase its products on its website.[342]
Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012.[343][344][345][346][347] On September 30, 2013, Apple surpassed Coca-Cola to become the world's most valuable brand in the Omnicom Group's "Best Global Brands" report.[348]Boston Consulting Group has ranked Apple as the world's most innovative brand every year since 2005.[349]
Le New York Times in 1985 stated that "Apple above all else is a marketing company".[350] John Sculley agreed, telling Le gardien newspaper in 1997 that "People talk about technology, but Apple was a marketing company. It was the marketing company of the decade."[351] Research in 2002 by NetRatings indicate that the average Apple consumer was usually more affluent and better educated than other PC company consumers. The research indicated that this correlation could stem from the fact that on average Apple Inc. products were more expensive than other PC products.[352][353]
In response to a query about the devotion of loyal Apple consumers, Jonathan Ive responded:
What people are responding to is much bigger than the object. They are responding to something rare—a group of people who do more than simply make something work, they make the very best products they possibly can. It's a demonstration against thoughtlessness and carelessness.[80]
Page d'accueil
The Apple website home page has been used to commemorate, or pay tribute to, milestones and events outside of Apple's product offerings:
Headquarters
Apple Inc.'s world corporate headquarters are located in the middle of Silicon Valley, at 1–6 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.[370]
Apple has a satellite campus in neighboring Sunnyvale, California, where it houses a testing and research laboratory.[371]AppleInsider claimed in March 2014 that Apple has a top-secret facility for development of the SG5 electric vehicle project codenamed "Titan" under the shell company name SixtyEight Research.[372]
In 2006, Apple announced its intention to build a second campus in Cupertino about 1 mile (1.6 km) east of the current campus and next to Interstate 280.[373] The new campus building has been designed by Norman Foster.[374] The Cupertino City Council approved the proposed "spaceship" design campus on October 15, 2013, after a 2011 presentation by Jobs detailing the architectural design of the new building and its environs. The new campus is planned to house up to 13,000 employees in one central, four-storied, circular building surrounded by extensive landscape. It will feature a café with room for 3,000 sitting people and parking underground as well as in a parking structure. The 2.8 million square foot facility will also include Jobs's original designs for a fitness center and a corporate auditorium.[375]
Apple has expanded its campuses in Austin, Texas concurrently with building Apple Park in Cupertino. The expansion consists of two locations, with one having 1.1 million square feet of workspace, and the other 216,000 square feet.[376] Apple will invest $1 billion to build the North Austin campus.[377] At the biggest location, 6,000 employees work on technical support, manage Apple's network of suppliers to fulfill product shipments, aid in maintaining iTunes Store and App Store, handle economy, and continuously update Apple Maps with new data. At its smaller campus, 500 engineers work on next-generation processor chips to run in future Apple products.[378]
Apple's headquarters for Europe, the Middle East and Africa (EMEA) are located in Cork in the south of Ireland.[379][380][381][382][383][384][385] The facility, which opened in 1980, is Apple's first location outside of the United States.[386] Apple Sales International, which deals with all of Apple's international sales outside of the US, is located at Apple's campus in Cork[387] along with Apple Distribution International, which similarly deals with Apple's international distribution network.[388] On April 20, 2012, Apple added 500 new jobs at its European headquarters, increasing the total workforce from around 2,800 to 3,300 employees.[375][380][389] The company will build a new office block on its Hollyhill Campus to accommodate the additional staff.[390] Its United Kingdom headquarters is at Stockley Park on the outskirts of London.[391]
In February 2015, Apple opened their new 180,000-square-foot headquarters in Herzliya, Israel, designed to accommodate approximately 800 employees. This is Apple's third office located within Israel; the first, also in Herzliya, was obtained as part of the Anobit acquisition, and the other is a research center in Haifa.[392][393]
In December 2015, Apple bought the 70,000-square-foot manufacturing facility in North San Jose previously used by Maxim Integrated, in an $18.2 million deal.[394][395]
Magasins
The first Apple Stores were originally opened as two locations in May 2001 by then-CEO Steve Jobs,[396] after years of attempting but failing store-within-a-store concepts.[397] Seeing a need for improved retail presentation of the company's products, he began an effort in 1997 to revamp the retail program to get an improved relationship to consumers, and hired Ron Johnson in 2000.[397] Jobs relaunched Apple's online store in 1997,[398] and opened the first two physical stores in 2001.[396] The media initially speculated that Apple would fail,[399] but its stores were highly successful, bypassing the sales numbers of competing nearby stores and within three years reached US$1 billion in annual sales, becoming the fastest retailer in history to do so.[399] Over the years, Apple has expanded the number of retail locations and its geographical coverage, with 499 stores across 22 countries worldwide as of December 2017[update].[400] Strong product sales have placed Apple among the top-tier retail stores, with sales over $16 billion globally in 2011.[401]
In May 2016, Angela Ahrendts, Apple's then Senior Vice President of Retail, unveiled a significantly redesigned Apple Store in Union Square, San Francisco, featuring large glass doors for the entry, open spaces, and rebranded rooms. In addition to purchasing products, consumers can get advice and help from "Creative Pros" – individuals with specialized knowledge of creative arts; get product support in a tree-lined Genius Grove; and attend sessions, conferences and community events,[402][403] with Ahrendts commenting that the goal is to make Apple Stores into "town squares", a place where people naturally meet up and spend time.[404] The new design will be applied to all Apple Stores worldwide,[405] a process that has seen stores temporarily relocate[406] or close.[407]
Many Apple Stores are located inside shopping malls, but Apple has built several stand-alone "flagship" stores in high-profile locations.[397] It has been granted design patents and received architectural awards for its stores' designs and construction, specifically for its use of glass staircases and cubes.[408] The success of Apple Stores have had significant influence over other consumer electronics retailers, who have lost traffic, control and profits due to a perceived higher quality of service and products at Apple Stores.[409][410] Apple's notable brand loyalty among consumers causes long lines of hundreds of people at new Apple Store openings or product releases.[334][335][336][337] Due to the popularity of the brand, Apple receives a large number of job applications, many of which come from young workers.[401] Although Apple Store employees receive above-average pay, are offered money toward education and health care, and receive product discounts,[401] there are limited or no paths of career advancement.[401] A May 2016 report with an anonymous retail employee highlighted a hostile work environment with harassment from customers, intense internal criticism, and a lack of significant bonuses for securing major business contracts.[411]
Corporate affairs
Corporate culture
Apple is one of several highly successful companies founded in the 1970s that bucked the traditional notions of corporate culture. Jobs often walked around the office barefoot even after Apple became a Fortune 500 company. By the time of the "1984" television advertisement, Apple's informal culture had become a key trait that differentiated it from its competitors.[412] According to a 2011 report in Fortune, this has resulted in a corporate culture more akin to a startup rather than a multinational corporation.[413]
As the company has grown and been led by a series of differently opinionated chief executives, it has arguably lost some of its original character. Nonetheless, it has maintained a reputation for fostering individuality and excellence that reliably attracts talented workers, particularly after Jobs returned to the company. Numerous Apple employees have stated that projects without Jobs's involvement often took longer than projects with it.[414]
To recognize the best of its employees, Apple created the Apple Fellows program which awards individuals who make extraordinary technical or leadership contributions to personal computing while at the company. The Apple Fellowship has so far been awarded to individuals including Bill Atkinson,[415]Steve Capps,[416]Rod Holt,[415]Alan Kay,[417][418]Guy Kawasaki,[417][419]Al Alcorn,[420]Don Norman,[417]Rich Page,[415] and Steve Wozniak.[415]
At Apple, employees are intended to be specialists who are not exposed to functions outside their area of expertise. Jobs saw this as a means of having "best-in-class" employees in every role. For instance, Ron Johnson—Senior Vice President of Retail Operations until November 1, 2011—was responsible for site selection, in-store service, and store layout, yet had no control of the inventory in his stores. This was done by Tim Cook, who had a background in supply-chain management.[421] Apple is known for strictly enforcing accountability. Each project has a "directly responsible individual" or "DRI" in Apple jargon.[413] As an example, when iOS senior vice president Scott Forstall refused to sign Apple's official apology for numerous errors in the redesigned Maps app, he was forced to resign.[422] Unlike other major U.S. companies, Apple provides a relatively simple compensation policy for executives that does not include perks enjoyed by other CEOs like country club fees or private use of company aircraft. The company typically grants stock options to executives every other year.[423]
In 2015, Apple had 110,000 full-time employees. This increased to 116,000 full-time employees the next year, a notable hiring decrease, largely due to its first revenue decline. Apple does not specify how many of its employees work in retail, though its 2014 SEC filing put the number at approximately half of its employee base.[424] In September 2017, Apple announced that it had over 123,000 full-time employees.[425]
Apple has a strong culture of corporate secrecy, and has an anti-leak Global Security team that recruits from the National Security Agency, the Federal Bureau of Investigation, and the United States Secret Service.[426][427][428]
In December 2017, Glassdoor named Facebook the best place to work, according to reviews from anonymous employees, with Apple dropping to 48th place, having originally entered at rank 19 in 2009, peaking at rank 10 in 2012, and falling down the ranks in subsequent years.[429][430]
Lack of innovation
An editorial article in Le bord in September 2016 by technology journalist Thomas Ricker explored some of the public's perceived lack of innovation at Apple in recent years, specifically stating that Samsung has "matched and even surpassed Apple in terms of smartphone industrial design" and citing the belief that Apple is incapable of producing another breakthrough moment in technology with its products. He goes on to write that the criticism focuses on individual pieces of hardware rather than the ecosystem as a whole, stating "Yes, iteration is boring. But it's also how Apple does business. […] It enters a new market and then refines and refines and continues refining until it yields a success". He acknowledges that people are wishing for the "excitement of revolution", but argues that people want "the comfort that comes with harmony". Furthermore, he writes that "a device is only the starting point of an experience that will ultimately be ruled by the ecosystem in which it was spawned", referring to how decent hardware products can still fail without a proper ecosystem (specifically mentioning that Walkman didn't have an ecosystem to keep users from leaving once something better came along), but how Apple devices in different hardware segments are able to communicate and cooperate through the iCloud cloud service with features including Universal Clipboard (in which text copied on one device can be pasted on a different device) as well as inter-connected device functionality including Auto Unlock (in which an Apple Watch can unlock a Mac in close proximity). He argues that Apple's ecosystem is its greatest innovation.[431]
Le journal de Wall Street reported in June 2017 that Apple's increased reliance on Siri, its virtual personal assistant, has raised questions about how much Apple can actually accomplish in terms of functionality. Whereas Google and Amazon make use of big data and analyze customer information to personalize results, Apple has a strong pro-privacy stance, intentionally not retaining user data. "Siri is a textbook of leading on something in tech and then losing an edge despite having all the money and the talent and sitting in Silicon Valley", Holger Mueller, a technology analyst, told the Journal. The report further claims that development on Siri has suffered due to team members and executives leaving the company for competitors, a lack of ambitious goals, and shifting strategies. Though switching Siri's functions to machine learning and algorithms, which dramatically cut its error rate, the company reportedly still failed to anticipate the popularity of Amazon's Echo, which features the Alexa personal assistant. Improvements to Siri stalled, executives clashed, and there were disagreements over the restrictions imposed on third-party app interactions. While Apple acquired an England-based startup specializing in conversational assistants, Google's Assistant had already become capable of helping users select Wi-Fi networks by voice, and Siri was lagging in functionality.[432][433]
In December 2017, two articles from Le bord et ZDNet debated what had been a particularly devastating week for Apple's macOS and iOS software platforms. The former had experienced a severe security vulnerability, in which Macs running the then-latest macOS High Sierra software were vulnerable to a bug that let anyone gain administrator privileges by entering "root" as the username in system prompts, leaving the password field empty and twice clicking "unlock", gaining full access.[434] The bug was publicly disclosed on Twitter, rather than through proper bug bounty programs.[435] Apple released a security fix within a day and issued an apology, stating that "regrettably we stumbled" in regards to the security of the latest updates.[436] After installing the security patch, however, file sharing was broken for users, with Apple releasing a support document with instructions to separately fix that issue.[437] Though Apple publicly stated the promise of "auditing our development processes to help prevent this from happening again", users who installed the security update while running the older 10.13.0 version of the High Sierra operating system rather than the then-newest 10.13.1 release experienced that the "root" security vulnerability was re-introduced, and persisted even after fully updating their systems.[438] On iOS, a date bug caused iOS devices that received local app notifications at 12:15am on December 2, 2017 to repeatedly restart.[439] Users were recommended to turn off notifications for their apps.[440] Apple quickly released an update, done during the nighttime in Cupertino, California time[441][442] and outside of their usual software release window,[443] with one of the headlining features of the update needing to be delayed for a few days.[444][445] The combined problems of the week on both macOS and iOS caused Le bord's Tom Warren to call it a "nightmare" for Apple's software engineers and described it as a significant lapse in Apple's ability to protect its more than 1 billion devices.[443]ZDNet's Adrian Kingsley-Hughes wrote that "it's hard to not come away from the last week with the feeling that Apple is slipping".[446] Kingsley-Hughes also concluded his piece by referencing an earlier article, in which he wrote that "As much as I don't want to bring up the tired old 'Apple wouldn't have done this under Steve Jobs's watch' trope, a lot of what's happening at Apple lately is different from what they came to expect under Jobs. Not to say that things didn't go wrong under his watch, but product announcements and launches felt a lot tighter for sure, as did the overall quality of what Apple was releasing." He did, however, also acknowledge that such failures "may indeed have happened" with Jobs in charge, though returning to the previous praise for his demands of quality, stating "it's almost guaranteed that given his personality that heads would have rolled, which limits future failures".[446]
Fabrication
The company's manufacturing, procurement, and logistics enable it to execute massive product launches without having to maintain large, profit-sapping inventories. In 2011, Apple's profit margins were 40 percent, compared with between 10 and 20 percent for most other hardware companies. Cook's catchphrase to describe his focus on the company's operational arm is: "Nobody wants to buy sour milk".[153][447]
During the Mac's early history Apple generally refused to adopt prevailing industry standards for hardware, instead creating their own.[448] 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 joined the industry standards groups to influence the future direction of technology standards such as USB, AGP, HyperTransport, Wi-Fi, NVMe, PCIe and others in its products. FireWire is an Apple-originated standard that was widely adopted across the industry after it was standardized as IEEE 1394 and is a legally mandated port in all Cable TV boxes in the United States.[449]
Apple has gradually expanded its efforts in getting its products into the Indian market. In July 2012, during a conference call with investors, CEO Tim Cook said that he "[loves] India", but that Apple saw larger opportunities outside the region.[450] India's requirement that 30% of products sold be manufactured in the country was described as "really adds cost to getting product to market".[451] In October 2013, Indian Apple executives unveiled a plan for selling devices through instalment plans and store-within-a-store concepts, in an effort to expand further into the market. The news followed Cook's acknowledgment of the country in July when sales results showed that iPhone sales in India grew 400% during the second quarter of 2013.[452][453] In March 2016, Les temps de l'Inde reported that Apple had sought permission from the Indian government to sell refurbished iPhones in the country.[454][455] However, two months later, the application was rejected, citing official country policy.[456][457] In May 2016, Apple opened an iOS app development center in Bangalore and a maps development office for 4,000 staff in Hyderabad.[458][459][460][461] In February 2017, Apple once again requested permission to sell used iPhones in the country.[462][463] The same month, Bloomberg reported that Apple was close to receiving permission to open its first retail store in the country.[464][465] En mars, Le journal de Wall Street reported that Apple would begin manufacturing iPhone models in India "over the next two months",[466][467] and in May, the Journal wrote that an Apple manufacturer had begun production of iPhone SE in the country,[468][469] while Apple told CNBC that the manufacturing was for a "small number" of units.[470]Reuters reported in December 2017, that Apple and the Indian government were clashing over planned increases to import taxes for components used in mobile phone production, with Apple having engaged in talks with government officials to try to delay the plans, but the Indian government sticking to its policies of no exemptions to its "Made in India" initiative.[471][472] The import tax increases went into effect a few days later, with Apple being hurt the most out of all phone manufacturers, having nine of out ten phones imported into the country, whereas main smartphone competitor Samsung produces almost all of its devices locally.[473] In April 2019, Apple initiated manufacturing of iPhone 7 at its Bengaluru facility, keeping in mind demand from local customers even as they seek more incentives from the government of India.[474]
In May 2017, the company announced a $1 billion funding project for "advanced manufacturing" in the United States,[475][476] and subsequently invested $200 million in Corning Inc., a manufacturer of toughened Gorilla Glass technology used in its iPhone devices.[477][478] The following December, Apple's chief operating officer, Jeff Williams, told CNBC that the "$1 billion" amount was "absolutely not" the final limit on its spending, elaborating that "We're not thinking in terms of a fund limit. … We're thinking about, where are the opportunities across the U.S. to help nurture companies that are making the advanced technology — and the advanced manufacturing that goes with that — that quite frankly is essential to our innovation".[479][480]
Labor practices
The company advertised its products as being made in America until the late 1990s; however, as a result of outsourcing initiatives in the 2000s, almost all of its manufacturing is now handled abroad. Selon un rapport de Le New York Times, Apple insiders "believe the vast scale of overseas factories, as well as the flexibility, diligence and industrial skills of foreign workers, have so outpaced their American counterparts that "Made in the U.S.A." is no longer a viable option for most Apple products".[481]
In 2006, the Mail on Sunday reported on the working conditions of the Chinese factories where contract manufacturers Foxconn and Inventec produced the iPod.[482] The article stated that one complex of factories that assembled the iPod and other items had over 200,000 workers living and working within it. Employees regularly worked more than 60 hours per week and made around $100 per month. A little over half of the workers' earnings was required to pay for rent and food from the company.[483][484][485][486]
Apple immediately launched an investigation after the 2006 media report, and worked with their manufacturers to ensure acceptable working conditions.[487] 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.[488] In 2011, Apple admitted that its suppliers' child labor practices in China had worsened.[489]
The Foxconn suicides occurred between January and November 2010, when 18[490]Foxconn (Chinese: 富士康) employees attempted suicide, resulting in 14 deaths—the company was the world's largest contract electronics manufacturer, for clients including Apple, at the time.[490][491][492] The suicides drew media attention, and employment practices at Foxconn were investigated by Apple.[493] Apple issued a public statement about the suicides, and company spokesperson Steven Dowling said:
[Apple is] saddened and upset by the recent suicides at Foxconn … A team from Apple is independently evaluating the steps they are taking to address these tragic events and we will continue our ongoing inspections of the facilities where our products are made.[494]
The statement was released after the results from the company's probe into its suppliers' labor practices were published in early 2010. Foxconn was not specifically named in the report, but Apple identified a series of serious labor violations of labor laws, including Apple's own rules, and some child labor existed in a number of factories.[494] Apple committed to the implementation of changes following the suicides.[495]
Also 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.[496] After a high suicide rate in a Foxconn facility in China making iPads and iPhones, albeit a lower rate than that of China as a whole,[497] workers were forced to sign a legally binding document guaranteeing that they would not kill themselves.[498] Workers in factories producing Apple products have also been exposed to n-hexane, a neurotoxin that is a cheaper alternative than alcohol for cleaning the products.[499][500][501]
A 2014 BBC investigation found excessive hours and other problems persisted, despite Apple's promise to reform factory practice after the 2010 Foxconn suicides. The Pegatron factory was once again the subject of review, as reporters gained access to the working conditions inside through recruitment as employees. While the BBC maintained that the experiences of its reporters showed that labor violations were continuing since 2010, Apple publicly disagreed with the BBC and stated: "We are aware of no other company doing as much as Apple to ensure fair and safe working conditions".[495]
In December 2014, the Institute for Global Labour and Human Rights published a report which documented inhumane conditions for the 15,000 workers at a Zhen Ding Technology factory in Shenzhen, China, which serves as a major supplier of circuit boards for Apple's iPhone and iPad. According to the report, workers are pressured into 65-hour work weeks which leaves them so exhausted that they often sleep during lunch breaks. They are also made to reside in "primitive, dark and filthy dorms" where they sleep "on plywood, with six to ten workers in each crowded room." Omnipresent security personnel also routinely harass and beat the workers.[502][503]
Environmental practices and initiatives
Apple Energy
Apple Energy, LLC is a wholly owned subsidiary of Apple Inc. that sells solar energy. As of June 6, 2016[update], Apple's solar farms in California and Nevada have been declared to provide 217.9 megawatts of solar generation capacity.[504][505] In addition to the company's solar energy production, Apple has received regulatory approval to construct a landfill gas energy plant in North Carolina. Apple will use the methane emissions to generate electricity.[506] Apple's North Carolina data center is already powered entirely with energy from renewable sources.[507]
Energy and resources
Following a Greenpeace protest, Apple released a statement on April 17, 2012, committing to ending its use of coal and shifting to 100% renewable clean energy.[508][509] By 2013, Apple was using 100% renewable energy to power their data centers. Overall, 75% of the company's power came from clean renewable sources.[510]
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".[511] This was an increase from May 2008, when Climate Counts only gave Apple 11 points out of 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".[512]
In May 2015, Greenpeace evaluated the state of the Green Internet and commended Apple on their environmental practices saying, "Apple's commitment to renewable energy has helped set a new bar for the industry, illustrating in very concrete terms that a 100% renewable Internet is within its reach, and providing several models of intervention for other companies that want to build a sustainable Internet."[513]
As of 2016[update], Apple states that 100% of its U.S. operations run on renewable energy, 100% of Apple's data centers run on renewable energy and 93% of Apple's global operations run on renewable energy.[514] However, the facilities are connected to the local grid which usually contains a mix of fossil and renewable sources, so Apple carbon offsets its electricity use.[515][516] The Electronic Product Environmental Assessment Tool (EPEAT) allows consumers to see the effect a product has on the environment. Each product receives a Gold, Silver, or Bronze rank depending on its efficiency and sustainability. Every Apple tablet, notebook, desktop computer, and display that EPEAT ranks achieves a Gold rating, the highest possible. Although Apple's data centers recycle water 35 times,[517] the increased activity in retail, corporate and data centers also increase the amount of water use to 573 million gallons in 2015.[518]
During an event on March 21, 2016, Apple provided a status update on its environmental initiative to be 100% renewable in all of its worldwide operations. Lisa P. Jackson, Apple's vice president of Environment, Policy and Social Initiatives who reports directly to CEO, Tim Cook, announced that as of March 2016[update], 93% of Apple's worldwide operations are powered with renewable energy. Also featured was the company's efforts to use sustainable paper in their product packaging; 99% of all paper used by Apple in the product packaging comes from post-consumer recycled paper or sustainably managed forests, as the company continues its move to all paper packaging for all of its products.[519][520] Apple working in partnership with Conservation Fund, have preserved 36,000 acres of working forests in Maine and North Carolina. Another partnership announced is with the World Wildlife Fund to preserve up to 1,000,000 acres of forests in China. Featured was the company's installation of a 40 MW solar power plant in the Sichuan province of China that was tailor-made to coexist with the indigenous yaks that eat hay produced on the land, by raising the panels to be several feet off of the ground so the yaks and their feed would be unharmed grazing beneath the array. This installation alone compensates for more than all of the energy used in Apple's Stores and Offices in the whole of China, negating the company's energy carbon footprint in the country. In Singapore, Apple has worked with the Singaporean government to cover the rooftops of 800 buildings in the city-state with solar panels allowing Apple's Singapore operations to be run on 100% renewable energy. Liam was introduced to the world, an advanced robotic disassembler and sorter designed by Apple Engineers in California specifically for recycling outdated or broken iPhones. Reuses and recycles parts from traded in products.[521]
Apple announced on August 16, 2016, that Lens Technology, one of its major suppliers in China, has committed to power all its glass production for Apple with 100 percent renewable energy by 2018. The commitment is a large step in Apple's efforts to help manufacturers lower their carbon footprint in China.[522] Apple also announced that all 14 of its final assembly sites in China are now compliant with UL's Zero Waste to Landfill validation. The standard, which started in January 2015, certifies that all manufacturing waste is reused, recycled, composted, or converted into energy (when necessary). Since the program began, nearly, 140,000 metric tons of waste have been diverted from landfills.[523][[[[better source needed]
Toxins
Following further campaigns by Greenpeace,[524] in 2008, Apple became the first electronics manufacturer to fully eliminate all polyvinyl chloride (PVC) and brominated flame retardants (BFRs) in its complete product line.[525][526] In June 2007, Apple began replacing the cold cathode fluorescent lamp (CCFL) backlit LCD displays in its computers with mercury-free LED-backlit LCD displays and arsenic-free glass, starting with the upgraded MacBook Pro.[527][528][529][530] Apple offers comprehensive and transparent information about the CO2e, emissions, materials, and electrical usage concerning every product they currently produce or have sold in the past (and which they have enough data needed to produce the report), in their portfolio on their homepage. Allowing consumers to make informed purchasing decisions on the products they offer for sale.[531] In June 2009, Apple's iPhone 3GS was free of PVC, arsenic, and BFRs.[527][532] All Apple products now have mercury-free LED-backlit LCD displays, arsenic-free glass, and non-PVC cables. All Apple products have EPEAT Gold status and beat the latest Energy Star guidelines in each product's respective regulatory category.[527][533]
In November 2011, Apple was featured in Greenpeace's Guide to Greener Electronics, which ranks electronics manufacturers on sustainability, climate and energy policy, and how "green" their products are. The company ranked fourth of fifteen electronics companies (moving up five places from the previous year) with a score of 4.6/10.[534][535] Greenpeace praises Apple's sustainability, noting that the company exceeded its 70% global recycling goal in 2010. It continues to score well on the products rating with all Apple products now being free of PVC plastic and BFRs. However, the guide criticizes Apple on the Energy criteria for not seeking external verification of its greenhouse gas emissions data and for not setting out any targets to reduce emissions.[536] In January 2012, Apple requested that its cable maker, Volex, begin producing halogen-free USB and power cables.[537]
Green bonds
In February 2016, Apple issued a US$1.5 billion green bond (climate bond), the first ever of its kind by a U.S. tech company. The green bond proceeds are dedicated to the financing of environmental projects.[538]
La finance
Apple is the world's largest information technology company by revenue, the world's largest technology company by total assets,[539] and the world's second-largest mobile phone manufacturer after Samsung.[540][541]
In its fiscal year ending in September 2011, Apple Inc. reported a total of $108 billion in annual revenues—a significant increase from its 2010 revenues of $65 billion—and nearly $82 billion in cash reserves.[542] On March 19, 2012, Apple announced plans for a $2.65-per-share dividend beginning in fourth quarter of 2012, per approval by their board of directors.[543]
The company's worldwide annual revenue in 2013 totaled $170 billion.[544] In May 2013, Apple entered the top ten of the Fortune 500 list of companies for the first time, rising 11 places above its 2012 ranking to take the sixth position.[545] As of 2016[update], Apple has around US$234 billion of cash and marketable securities, of which 90% is located outside the United States for tax purposes.[546]
Apple amassed 65% of all profits made by the eight largest worldwide smartphone manufacturers in quarter one of 2014, according to a report by Canaccord Genuity. In the first quarter of 2015, the company garnered 92% of all earnings.[547]
On April 30, 2017, Le journal de Wall Street reported that Apple had cash reserves of $250 billion,[548] officially confirmed by Apple as specifically $256.8 billion a few days later.[549]
As of August 3, 2018[update], Apple was the largest publicly traded corporation in the world by market capitalization. On August 2, 2018, Apple became the first publicly traded U.S. company to reach a $1 trillion market value.[11][12] Apple was ranked #4 on the 2018 Fortune 500 rankings of the largest United States corporations by total revenue.[550]
| Année | Revenu in mil. USD |
Net income in mil. USD |
Total Assets in mil. USD |
Employés |
|---|---|---|---|---|
| 2000[551] | 7,983 | 786 | 6,803 | |
| 2001[552] | 5,363 | −25 | 6,021 | |
| 2002[553] | 5,742 | 65 | 6,298 | |
| 2003[554] | 6,207 | 69 | 6,815 | |
| 2004[555] | 8,279 | 274 | 8 050 | |
| 2005[556] | 13,931 | 1,328 | 11,516 | 14,800 |
| 2006[557] | 19,315 | 1,989 | 17,205 | 17,800 |
| 2007[558] | 24,578 | 3,495 | 25,347 | 21,600 |
| 2008[559] | 37,491 | 6,119 | 36,171 | 32 000 |
| 2009[560] | 42,905 | 8,235 | 47,501 | 34,300 |
| 2010[561] | 65,225 | 14,013 | 75,183 | 46,600 |
| 2011[562] | 108,249 | 25,922 | 116,371 | 60,400 |
| 2012[563] | 156,508 | 41,733 | 176,064 | 72,800 |
| 2013[564] | 170,910 | 37,037 | 207,000 | 80,300 |
| 2014[565] | 182,795 | 39,510 | 231,839 | 92,600 |
| 2015[566] | 233,715 | 53,394 | 290,345 | 110,000 |
| 2016[567] | 215,639 | 45,687 | 321,686 | 116,000 |
| 2017[568] | 229,234 | 48,351 | 375,319 | 123,000 |
| 2018[569] | 265,595 | 59,531 | 365,725 | 132,000 |
Tax practices
Apple has created subsidiaries in low-tax places such as Ireland, the Netherlands, Luxembourg, and the British Virgin Islands to cut the taxes it pays around the world. Selon The New York Times, in the 1980s Apple was among the first tech companies to designate overseas salespeople in high-tax countries in a manner that allowed the company to sell on behalf of low-tax subsidiaries on other continents, sidestepping income taxes. In the late 1980s, Apple was a pioneer of an accounting technique known as the "Double Irish with a Dutch sandwich," which reduces taxes by routing profits through Irish subsidiaries and the Netherlands and then to the Caribbean.[570]
British Conservative Party Member of Parliament Charlie Elphicke published research on October 30, 2012,[571] which showed that some multinational companies, including Apple Inc., were making billions of pounds of profit in the UK, but were paying an effective tax rate to the UK Treasury of only 3 percent, well below standard corporation tax. He followed this research by calling on the Chancellor of the Exchequer George Osborne to force these multinationals, which also included Google and The Coca-Cola Company, to state the effective rate of tax they pay on their UK revenues. Elphicke also said that government contracts should be withheld from multinationals who do not pay their fair share of UK tax.[572]
Apple Inc. claims to be the single largest taxpayer to the Department of the Treasury of the United States of America with an effective tax rate of approximately of 26% as of the second quarter of the Apple fiscal year 2016.[573] In an interview with the German newspaper FAZ in October 2017, Tim Cook stated, that Apple is the biggest taxpayer worldwide.[574]
In 2015, Reuters reported that Apple had earnings abroad of $54.4 billion which were untaxed by the IRS of the United States. Under U.S. tax law governed by the IRC, corporations don't pay income tax on overseas profits unless the profits are repatriated into the United States and as such Apple argues that to benefit its shareholders it will leave it overseas until a repatriation holiday or comprehensive tax reform takes place in the United States.[575][576]
On July 12, 2016 the Central Statistics Office of Ireland announced that 2015 Irish GDP had grown by 26.3%, and 2015 Irish GNP had grown by 18.7%.[577] The figures attracted international scorn, and were labelled by Nobel-prize winning economist, Paul Krugman, as leprechaun economics. It was not until 2018 that Irish economists could definitively prove that the 2015 growth was due to Apple restructuring its controversial double Irish subsidiaries (Apple Sales International), which Apple converted into a new Irish capital allowances for intangible assets tax scheme (expires in January 2020). The affair required the Central Bank of Ireland to create a new measure of Irish economic growth, Modified GNI* to replace Irish GDP, given the distortion of Apple's tax schemes. Irish GDP is 143% of Irish Modified GNI*.
On August 30, 2016, after a two-year investigation, the EU Competition Commissioner concluded Apple received "illegal State aid" from Ireland. The EU ordered Apple to pay 13 billion euros ($14.5 billion), plus interest, in unpaid Irish taxes for 2004-2014.[578] It is the largest tax fine in history.[579] The Commission found that Apple had benefitted from a private Irish Revenue Commissioners tax ruling regarding its double Irish tax structure, Apple Sales International (ASI).[580] Instead of using two companies for its double Irish structure, Apple was given a ruling to split ASI into two internal "branches".[581] The Chancellor of Austria, Christian Kern, put this decision into perspective by stating that "every Viennese cafe, every sausage stand pays more tax in Austria than a multinational corporation".[582]
As of April 24, 2018[update], Apple agreed to start paying €13 billion in back taxes to the Irish government, the repayments will be held in an escrow account while Apple and the Irish government continue their appeals in EU courts.[583]
Board of directors
As of March 29, 2019[update] the following individuals sit on the board of Apple Inc.[584]
Executive management
As of March 29, 2019[update] the current management of Apple Inc. includes:[584]
Litigation
Apple has been a participant in various legal proceedings and claims since it began operation.[586] In particular, Apple is known for and promotes itself as actively and aggressively enforcing its intellectual property interests. Some litigation examples include Apple v. Samsung, Apple v. Microsoft, Motorola Mobility v. Apple Inc., et Apple Corps v. Apple Computer. Apple has also had to defend itself against charges on numerous occasions of violating intellectual property rights. Most have been dismissed in the courts as shell companies known as patent trolls, with no evidence of actual use of patents in question.[587] On December 21, 2016, Nokia announced that in the U.S. and Germany, it has filed a suit against Apple, claiming that the latter's products infringe on Nokia's patents.[588][589] Most recently, in November 2017, the United States International Trade Commission announced an investigation into allegations of patent infringement in regards to Apple's remote desktop technology; Aqua Connect, a company that builds remote desktop software, has claimed that Apple infringed on two of its patents.[590]
Privacy stance
Apple has a notable pro-privacy stance, actively making privacy-conscious features and settings part of its conferences, promotional campaigns, and public image.[591][592][593] With its iOS 8 mobile operating system in 2014, the company started encryption all contents of iOS devices through users' passcodes, making it impossible for the company to provide customer data to law enforcement requests seeking such information.[594] With the popularity rise of cloud storage solutions, Apple began a technique in 2016 to do deep learning scans for facial data in photos on the user's local device and encrypting the content before uploading it to Apple's iCloud storage system.[595] It also introduced "differential privacy", a way to collect crowdsourced data from many users, while keeping individual users anonymous, in a system that Filaire described as "trying to learn as much as possible about a group while learning as little as possible about any individual in it".[596] Users are explicitly asked if they want to participate, and can actively opt-in or opt-out.[597]
However, Apple aids law enforcement in criminal investigations by providing iCloud backups of users' devices,[598][599] and the company's commitment to privacy has been questioned by its efforts to promote biometric authentication technology in its newer iPhone models, which don't have the same level of constitutional privacy as a passcode in the United States.[600]
Charitable causes
Apple is a partner of (PRODUCT)RED, a fundraising campaign for AIDS charity. In November 2014, Apple arranged for all App Store revenue in a two-week period to go to the fundraiser,[601] generating more than US$20 million,[602][603] and in March 2017, it released an iPhone 7 with a red color finish.[604][605]
Apple contributes financially to fundraisers in times of natural disasters. In November 2012, it donated $2.5 million to the American Red Cross to aid relief efforts after Hurricane Sandy,[606] and in 2017 it donated $5 million to relief efforts for both Hurricane Irma and Hurricane Harvey,[607] as well as for the 2017 Central Mexico earthquake.[608] The company has also used its iTunes platform to encourage donations, including, but not limited to, help the American Red Cross in the aftermath of the 2010 Haiti earthquake,[609] followed by similar procedure in the aftermath of the 2011 Japan earthquake,[610]Typhoon Haiyan in the Philippines in November 2013,[611] and European migrant crisis in September 2015.[612] Apple emphasizes that it does not incur any processing or other fees for iTunes donations, sending 100% of the payments directly to relief efforts, though it also acknowledges that the Red Cross does not receive any personal information on the users donating and that the payments may not be tax deductible.[613]
On April 14, 2016, Apple and the World Wide Fund for Nature (WWF) announced that they have engaged in a partnership to, "help protect life on our planet." Apple released a special page in the iTunes App Store, Apps for Earth. In the arrangement, Apple has committed that through April 24, WWF will receive 100% of the proceeds from the applications participating in the App Store via both the purchases of any paid apps and the In-App Purchases. Apple and WWF's Apps for Earth campaign raised more than $8 million in total proceeds to support WWF's conservation work. WWF announced the results at WWDC 2016 in San Francisco.[614][615][616]
Criticism and controversies
Apple has been criticised for alleged unethical business practices such as anti-competitive behavior, rash litigation,[618] and dubious tax tactics, production methods involving the use of sweatshop labor,[619][620][621] customer service issues involving allegedly misleading warranties and insufficient data security, as well as its products' environmental footprint. Critics have claimed that Apple products combine stolen and/or purchased designs that Apple claims are its original creations.[622][623] Additionally, it has been criticized for its alleged collaboration with the U.S. surveillance program PRISM.[624][625]
Apple has dealt with a number of issues regarding music over the years, including issues with the European Union regarding iTunes,[626] trouble over updating the Spotify app on Apple devices[627] and collusion with record labels.[628]
Apple has also faced scrutiny for its tax practices, including using a Double Irish Arrangement to reduce the amount of taxes it pays.[629] A 2013 US Senate report claimed that Apple hadn't paid corporate taxes for five years due to its deals with the Irish government.[630] In 2016, the European Union ordered Apple to pay a fine for its actions.[631]
In 2018-19, Apple faced criticism for its failure to approve NVIDIA web drivers for GPU installed on legacy Mac Pro 'cheesegrater' machines up to mid 2012 5,1 running the macOS Mojave operating system 10.14. Without Apple approved NVIDIA web drivers, Apple users are faced with replacing their NVIDIA cards with a competing supported brand, such as AMD Radeon from the list recommended by Apple.
Voir également
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Bibliographie
Lectures complémentaires
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