September 28, 1997: Apple debuts its iconic “Think Different” ad campaign. The television commercial aligns the troubled computer company with some of history’s most celebrated freethinking rebels.
The most famous tagline in Apple history, “Think Different” doesn’t just articulate how Cupertino differs from its competitors. It also highlights how Apple, under the leadership of CEO Steve Jobs, will forge a future far different from its floundering, money-losing days of the early 1990s.
September 27, 1979: Years before the Macintosh will ship, Steve Jobs and Jef Raskin clash for the first time over the direction of the R&D project to produce Apple’s revolutionary computer. Raskin, the founder of the Macintosh project, wants to produce a machine that’s affordable for everyone. Apple co-founder Jobs wants a computer that’s going to be the best, regardless of price.
Guess who won?
September 26, 1997: In one of his first tasks after returning to Apple as interim CEO, Steve Jobs reveals the company’s massive quarterly loss of $161 million. It’s Apple’s biggest loss ever.
Giving investors the bad news is miserable, but things are about to change dramatically for Cupertino.
September 25, 2006: Apple ships its second-generation iPod nano, offering a fancy redesign of the pocket-size original.
“iPod nano is the world’s most popular digital music player, and we’ve completely redesigned it to make it even better,” said Apple CEO Steve Jobs in a press release. “The all-new iPod nano gives music fans more of what they love in their iPods.”
Among the new iPod nano’s improvements are a slimmer, anodized aluminum casing; a brighter screen; longer battery life; and a wide range of colors. And, oh yes, it also includes gapless music playback for the first time!
September 24, 2009: After Eminem sues Apple, the company’s lawyers head to court to defend Cupertino against the rapper’s music publisher, Eight Mile Style. The lawsuit alleges that Apple unlawfully sold 93 of Eminem’s songs on the iTunes Music Store.
This marks the second time Apple finds itself on the opposite side of a courtroom from the Detroit rapper. (A previous lawsuit involved improper use of Eminem’s hit single “Lose Yourself” in an iTunes ad.)
September 23, 1981: Years before Steve Jobs would tell us to “think different” and Tim Cook would say Apple should act as a “force for good,” Cupertino lays out what it calls its “Apple Values.” This mission statement will guide the company for years.
In the memo, management defines Apple Values as “the qualities, customs, standards and principles that the company as a whole regards as desirable. They are the basis for what we do and how we do it. Taken together, they identify Apple as a unique company.”
September 22, 2014: Apple notches a new sales record with the iPhone 6 and iPhone 6 Plus launch, selling an astonishing 10 million units in the first weekend the handsets go on sale.
The eagerly anticipated smartphones bring a redesigned form factor that will persist for years. The most obvious change? Larger 4.7-inch and 5.5-inch displays built to lure phablet fans. The iPhone 6 and 6 Plus also boast an A8 chip, improved iSight and FaceTime cameras, and — significantly — Apple Pay for secure mobile payments.
“Sales for iPhone 6 and iPhone 6 Plus exceeded our expectations for the launch weekend, and we couldn’t be happier,” Apple CEO Tim Cook says in a press release. “We would like to thank all of our customers for making this our best launch ever, shattering all previous sell-through records by a large margin.”
September 21, 1999: A little startup called Google comes out of beta, with the launch of a website that will let the general public easily search the internet for information.
To Apple, which is embracing the internet with its colorful new iMac desktop computer and iBook laptop, Google seems like the perfect ally. Sadly, the relationship between the two companies won’t remain rosy for long.
September 20, 1989: Apple releases the Macintosh Portable, the first battery-powered Mac you could take on the road.
At a time when Tim Burton’s Batman is flying high in theaters, and Madonna is shocking audiences at the MTV Video Music Awards, this ahead-of-its-time product lays the groundwork for Apple’s looming laptop revolution.
September 19, 2014: The iPhone undergoes its biggest upgrade — both figuratively and literally — since the original, with the release date of the iPhone 6 and iPhone 6 Plus handsets. The iPhone 6 design brings a new 4.7-inch form factor, while the iPhone 6 Plus expands to a massive 5.5 inches.
The previous-generation iPhone 5 measured only slightly taller than its 3.5-inch predecessors. But with the iPhone 6, Apple abandons the small smartphone form factor to take on big-screen Android “phablets.”
September 18, 2013: iOS 7 launches with a radical redesign that divides the tech world. The biggest overhaul Apple’s mobile operating system has seen in years, iOS 7 ditches the skeuomorphic objects, dials and textures of previous iterations.
Instead, it boasts stark patches of white space, simpler icons and more abstract controls for settings. The Jony Ive era of software design is truly underway.
September 17, 2012: On the back of record iPhone 5 preorders of 2 million in 24 hours, Apple’s stock price hits a new all-time high. For the first time in history, AAPL breaks the $700 mark in after-hours trading. Passing the milestone cements Cupertino’s place as the world’s most valuable publicly traded company.
Amazingly, the new record is $270 a share higher than at the start of the year. Apple stock rose 65% in just nine months.
September 16, 1985 and 1997: Twice on this day, Apple co-founder Steve Jobs makes significant moves with regard to his career at the company. In 1985, he leaves Apple after a failed boardroom coup. Then, a little more than a decade later, he officially returns to Apple as its new interim CEO.
In terms of the emotions associated with those historic occasions, it’s hard to think of two more polarizing days in Jobs’ life.
September 15, 2014: Responding to its disastrous U2 album giveaway, Apple provides iPhone owners with a tool for wiping all signs of Songs of Innocence from their phones.
It comes after one of the strangest PR debacles in Apple history. After putting a free copy of U2’s latest release on every iPhone owner’s handset as a special promotion, millions find themselves with an album they didn’t order in their iTunes library. Many weren’t happy about it.
September 14, 2010: Security workers reportedly stop Steve Jobs at Japan’s Kansai International Airport. The reason? The Apple CEO supposedly tried to bring ninja throwing stars onto his private plane while heading home from vacation. The “Steve Jobs ninja stars” story quickly becomes one of the most bizarre Jobs stories ever.
Apple, however, quickly spoils the internet’s fun. Cupertino issues a statement describing the reports as “pure fiction” (although Apple acknowledges that Jobs visited Japan over the summer).
September 13, 1983: Osborne Computer Corporation, one of Apple’s early rivals, declares bankruptcy. Many considered the company’s Osborne 1 the world’s first truly portable, full-featured computer. It packed everything users needed to set up shop at home or on the road. Alas, it didn’t last!
September 12, 2012: The Lightning connector replaces Apple’s aging 30-pin interface, a proprietary data and power connector that debuted on the iPod Classic in 2003. The slender and capable new Lightning port debuts in the iPhone 5, bringing big improvements — and no small amount of controversy.
Apple soon will build the Lightning connector into many other products, including iPad, iPod and accessories. Lightning cables can charge the mobile devices as well as transfer data to a Mac or PC.
September 11, 2009: Microsoft CEO Steve Ballmer snatches an iPhone from an employee during a meeting and pretends to destroy it.
The iPhone freakout isn’t the first time Ballmer behaves in a wacky way and incurs negative publicity as a result. However, it’s an embarrassing moment for a man who ranks among the tech world’s most powerful people.
September 10, 1984: Apple ships the Macintosh 512K, the first upgrade to the first-gen Macintosh 128K.
Coming less than eight months after the original Macintosh, the 512K Mac makes no sweeping changes to the computer’s form factor. Instead, the big upgrade is quadrupling the RAM. This leads Apple fans to refer to the computer as the “Fat Mac.”
September 9, 2009: Apple CEO Steve Jobs makes his public return to the company after successful liver-transplant surgery.
Appearing onstage at Apple’s fall event, Jobs receives a standing ovation that lasts almost a minute. He then opens the keynote on an unusually personal note by discussing his health.
“I wouldn’t be here without such generosity,” Jobs tells the audience, referring to the organ donor whose liver he received. “I hope all of us can be as generous and elect to become organ donors.”
Before revealing Apple’s new iPad nano line, Jobs says, “I’m vertical, I’m back at Apple, and I’m loving every day of it.”
September 8, 2003: Apple reveals that the iTunes Music Store recently sold its 10 millionth song download. The tune in question? Avril Lavigne’s “Complicated.”
Come to think of it, “You fall and you crawl and you break and you take what you get and you turn it into [success]” describes Apple pretty well in the late ’90s and early 2000s.
September 7, 2016: Apple unveils the first-gen AirPods during a special event in San Francisco. The blindingly white wireless earbuds look undeniably strange at first glance, with their long, slender stems and a charging case that looks like a dental floss container.
However, after their December release, AirPods will quickly become the most popular earbuds in the world.
The remarkable demo of the first-gen AirPods comes exactly 11 years after Apple showcased its first phone, a doomed collaboration with Motorola called the Rokr E1.
September 6, 1995: The newly launched Windows 95 operating system dominates software sales, sending virtually every other company scurrying for cover — Apple included.
After launching Windows 95 at the end of August, Microsoft sells a massive 1.63 million copies of the $85 PC operating system by early September, according to excited analysts. It represents a massive triumph for Apple’s biggest rival of the 1990s.
September 5, 2007: Apple introduces its first new iPods after the release of the iPhone. The lineup includes the third-gen iPod nano, the newly renamed iPod Classic and — most significantly — the debut of the iPod touch.
In doing so, Apple sets out to demonstrate that there is still plenty of life left in its iconic portable music player.
September 4, 1997: The writing is on the wall for Apple’s Newton product line as the recently returned Steve Jobs effectively kills the Newton Inc. spinoff.
He tells executives at the recently spun-off company not to bother moving into their new offices. The flip-flop on the Newton spinoff by Apple’s new interim CEO takes employees by surprise.
It’s quite the turnaround for the Newton division. Only months earlier, Apple portrayed it as large (and successful) enough to become its own company.