April 18, 1996: Apple unveils a massive $15 million promotional tie-in for the Mission: Impossible movie starring Tom Cruise.
Designed to promote the PowerBook, which Cruise uses in the spy flick, the marketing campaign comes at a particularly bad time. Attempting to climb back into the black after reporting its largest quarterly loss ever, Apple is in the middle of trying to perform its very own impossible mission. And that’s just the start of the problems.
April 17, 1977: The Apple II launch at the West Coast Computer Faire positions Apple at the forefront of the looming personal computer revolution.
The company’s first mass-market computer, the Apple II boasts an attractively machined case designed by Jerry Manock (who will later design the first Macintosh). It also packs a keyboard, BASIC compatibility and, most importantly, color graphics.
Fueled by some marketing savvy from Apple co-founder Steve Jobs, the Apple II launch makes quite a splash at the San Francisco Bay Area’s first personal computer convention.
April 16, 2009: Apple hits back at Microsoft following an advertisement that criticizes Cupertino for failing to sell decent laptops for less than $1,000.
“A PC is no bargain when it doesn’t do what you want,” Mac PR director Bill Evans tells Bloomberg. “The one thing that both Apple and Microsoft can agree on is that everyone thinks the Mac is cool. With its great designs and advanced software, nothing matches it at any price.”
April 15, 1981: Apple CEO Mike Markkula defends the struggling Apple III computer with a surprisingly straightforward admission. The comment comes even as the company pushes an unorthodox “fix” for the Apple III motherboard, which tends to overheat due to a questionable design.
“It would be dishonest for me to sit here and say that it’s perfect,” Markkula tells The Wall Street Journal, after critics blast the new computer for its overheating motherboard. Apple’s official solution to the problem? Ask users to drop their Apple III from a height of 6 inches to reseat the chips.
April 14, 1986: The “low-cost” Macintosh 512Ke brings hardware upgrades — and a bit of confusion — to the low end of the Mac lineup.
The Mac 512Ke is an “enhanced” (hence the “e”) model of the Mac 512K. The upgrade addresses complaints that the original Mac lacked enough memory. The 512Ke adds a double-density 800KB floppy drive and a 128KB ROM to the Mac 512K formula.
April 13, 2005: The tech world gets excited when a sketchy rumor suggests Apple is building a tablet computer.
The Chinese-language report claims Quanta will build a 15-inch touchscreen tablet PC with a detachable keyboard. Apple will supposedly ship the device in the first quarter of 2006. Things don’t turn out quite like that, but the rumor offers the first hint about Apple’s secret iPad project.
April 12, 1976: Apple’s third co-founder, a former Atari colleague of Steve Wozniak’s named Ron Wayne, cashes in his Apple shares for just $800.
Wayne, who owns a 10% stake in the company, throws in the towel after worrying that he doesn’t have the time or energy to properly invest in Apple. He later receives an extra $1,500 check to seal the deal. When he cashes it, he loses out on an investment that could have been worth billions.
“I was 40 and these kids were in their 20s,” Wayne told Cult of Mac decades later, referring to Apple co-founders Wozniak and Steve Jobs. “They were whirlwinds — it was like having a tiger by the tail. If I had stayed with Apple, I probably would have wound up the richest man in the cemetery.”
April 11, 1976: Apple releases its first computer, the Apple-1.
Designed and hand-built by Steve Wozniak, the computers are sold wholesale by “Steven” Jobs. To finance their manufacturing, Wozniak sells his HP-65 calculator for $500, while Jobs sells his Volkswagen van.
April 10, 1985: During a fateful meeting, Apple CEO John Sculley threatens to resign unless the company’s board of directors removes Steve Jobs as executive VP and general manager of the Macintosh division.
Sculley’s threat triggers a series of events that ultimately will result in Jobs’ exit. The marathon board meeting — which continues for several hours the next day — leads to Jobs losing his operating role within the company. However, the Apple board allows him to stay on as chairman. Things won’t exactly play out like that.
April 9, 2007: Apple sells its 100 millionth iPod. Coming just five-and-a-half years after the portable music player went on sale, the landmark event confirms the iPod as Apple’s most popular product of all time.
Until the iPhone arrives a couple of months later, that is!
April 8, 1983: John Sculley, former president of PepsiCo, takes charge as Apple’s third CEO.
Despite a total lack of experience selling tech products, Sculley was lured to Apple by Steve Jobs himself. The Apple co-founder famously pitched the Pepsi exec with the line, “Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?”
April 7, 1997: Apple’s System 7 operating system receives its last update with the shipment of Mac OS 7.6.1.
The update brings a few bug fixes and support for Apple’s new PCI Power Macs and the PowerBook 3400. Most importantly, it marks the end of the System 7 era, which dawned way back in 1991.
April 6, 1939: John Sculley is born in New York City. He will grow up to be hailed as a business and marketing genius, eventually overseeing Apple’s transformation into the most profitable personal computer company in the world.
After a remarkable stint as president of Pepsi-Cola, Sculley will take over as Apple’s third CEO in 1983. He will run Apple for a 10-year period, guiding the creation of the revolutionary Newton MessagePad.
During Sculley’s decade at the helm, Apple will sell more personal computers than any other company. But most people still remember him for his role in kicking Apple co-founder Steve Jobs out of Cupertino.
April 5, 2006: Apple introduces the public beta of Boot Camp, software that allows users with an Intel-based Mac to run Windows XP on their machines.
Boot Camp will officially arrive in Mac OS X Leopard, which debuts at Apple’s Worldwide Developers Conference a few months later.
April 4, 1975: Microsoft is founded by childhood friends Bill Gates and Paul Allen. The software company destined to become a tech behemoth — and a major Apple frenemy.
A few years later, Microsoft will break through to the mainstream with Excel and Word, becoming a key developer of Macintosh software. Then comes the Windows operating system, looking suspiciously Apple-like. After Windows arrives, Microsoft and Apple will embark upon a long-running feud.
April 2, 1980: Microsoft releases its first hardware product, the Z-80 SoftCard. A microprocessor card that plugs into the Apple II, it allows the computer to run programs designed for the CP/M, a popular operating system for business software.
Arriving several years before the first version of Windows, the Z-80 SoftCard quickly becomes a big hit for Microsoft.
April 1, 1976: The Apple Computer Company is founded by Steve Jobs, Steve Wozniak and Ronald Wayne. The trio sets out to sell the $666 Apple-1 computer.
Apple will not officially become a corporation until January 3 the following year. By that time, Wayne is no longer a part of the business.
March 31, 2010: When the first iPad reviews hit the internet, the world gets a sense of how Apple’s new tablet measures up.
The consensus? That there’s no Flash, no USB, no multitasking — but Apple’s tablet offers an exciting new computing experience all the same. As USA Today writes, “The first iPad is a winner.”
March 30, 2006: A court case begins that once again pits Apple Computer against Apple Corps, The Beatles’ record label and holding company.
The lawsuit caps a long-running legal battle between the two wealthy companies. It’s the final fight in an epic legal battle over music, technology and money.
March 29, 2012: A settlement ends the “Antennagate” controversy, as Apple gives affected iPhone 4 owners the chance to claim a whopping $15 payout. The settlement covers customers whose phones dropped calls due to its cutting-edge design, but were unable to return their handsets (or didn’t want a free bumper case from Apple to mitigate against the problem).
While it’s arguable whether a $15 payout was worth filing all the paperwork necessary to claim the cash, the Antennagate story — and the resulting class-action lawsuit — generated big headlines at the time.
March 28, 1996: In a dire message to Wall Street, Apple warns that it will report a $700 million after-tax loss for its most recent quarter.
Apple’s biggest quarterly loss in history, the shocking news reveals a company in far more financial trouble than previously thought. More than half the loss comes from $1 billion of unsold products.
March 27, 1995: The Radius System 100, the first official Macintosh clone, launches.
A high-end computer made by a company founded by several notable Macintosh alumni, this marvelous machine kicks off the era of clone Macs in grand fashion. However, it won’t be long until things take a turn for the worse.
March 26, 2010: Apple pays up to settle a trademark dispute with Japanese multinational Fujitsu over the name “iPad” in the United States.
It comes two months after Apple CEO Steve Jobs first showed off the iPad, and around a week before the tablet will land in stores. As it happens, it’s not the first time Apple battled over the name for one of its new products.
March 25, 1993: Apple executive Gaston Bastiaens bets a journalist that the eagerly anticipated Newton MessagePad will ship before summer ends. The prize? Bastiaens’ well-stocked personal wine cellar, worth thousands of dollars.
The bet takes place at the CeBit trade show in Hanover, Germany. Bastiaens’ outburst comes in response to a reporter’s needling. The gamble not only gives the Newton a release timetable, but also a price target: less than $1,000.
March 24, 1997: The Newton MessagePad 2000 brings major upgrades to Apple’s PDA line, including a far better display and a much faster processor.
The best MessagePad yet by a wide margin, it quickly becomes a critical and commercial success. But it won’t be enough to save the doomed product line.