May 10, 1999: The third-generation PowerBook G3 comes in 20% slimmer and 2 pounds lighter than its predecessor, but most people remember the laptop for its “bronze” keyboard. Although it doesn’t get a new name to distinguish it from previous laptops in the lineup, fans call it “Lombard” after Apple’s internal code name (or simply the “PowerBook G3 Bronze Keyboard”).
May 9, 2005: Apple quietly begins selling music videos in the iTunes Music Store.
The feature arrives with iTunes 4.8, initially offering bonus content for people purchasing albums through the store. It will take several months for Apple to start selling individual music videos, along with Pixar short films and a selection of TV shows, for $1.99 a pop.
May 8, 1997: Apple launches the PowerBook 2400c laptop, a 4.4-pound “subnotebook” that’s the MacBook Air of its day.
The PowerBook 2400c predicts the rise of speedy, lightweight notebooks, while also paying tribute to Apple’s past. Its design echoes the original PowerBook 100. Even years later, it remains a cult favorite among many Mac users.
May 7, 2014: Katie Cotton, the fearsome, much-admired head of Apple’s worldwide publicity machine, steps down from her vice president post after 18 years with the company.
During her stint at Apple, Cotton worked in lockstep with CEO Steve Jobs and proved instrumental in controlling the company’s portrayal in the press. Her departure provides one more reminder that the Jobs era is over at Apple.
May 6, 1998: Apple CEO Steve Jobs unveils the original iMac, a brightly colored, translucent computer that will help save the company. Coming just 10 months after Jobs’ new management team takes over, the iMac G3 loudly announces that the days of Apple quietly fading into the background are over.
The colorful computer marks the start of a very successful run for Cupertino.
May 5, 2003: Just a week after launching the iTunes Music Store, Apple reaches an incredible milestone with more than 1 million songs sold.
Particularly notable is the fact that more than half the songs purchased are albums. This quickly dispels fears that selling tracks individually will kill the record industry’s dominant format. In addition, more than half of the 200,000 songs initially available on iTunes get downloaded at least once.
“In less than one week we’ve broken every record and become the largest online music company in the world,” says Apple CEO Steve Jobs in a press release. “Apple has created the first complete solution for the digital music age — you can purchase your favorite music online at the iTunes Music Store, mix your favorite tracks into playlists with iTunes, and take your entire music collection with you everywhere with the super-slim new iPods.”
It’s a roaring success for Apple’s newest venture!
May 4, 2011: Reports circulate that Apple is negotiating with carriers to bring over-the-air updates to iOS, beginning with iOS 5.
Such a move would free iPhone owners from using iTunes to get updates for their devices. That means no more plugging an iPhone into a computer via USB to download the latest version of iOS.
May 3, 1984: Apple marks the all-important first 100 days of Mac sales, signaling whether the product launch is a hit with customers.
The results outstrip even Steve Jobs’ most optimistic targets. Unfortunately, not everything is as positive as it seems following the successful Mac launch.
May 2, 1995: Apple enters the wearables space with its first watch. However, the first Apple watch is a timepiece with no fitness-tracking tech, no on-screen notifications and a whole lot of 1990s styling.
The device comes two decades before wearables actually will become a thing. A regular wristwatch, the freebie gadget is available via a special mail-in offer to Mac OS upgraders.
May 1, 2008: The iTunes Store takes a gigantic step toward cinematic relevancy, selling new movies on the day of their DVD releases for the very first time.
“We’re thrilled to bring iTunes Store customers new films for purchase day-and-date with the DVD release,” says Eddy Cue, Apple’s vice president of iTunes, in a press release. “We think movie fans will love being able to buy their favorites from major and independent studios.”
Movies out that week include Cloverfield, Juno, Alvin and the Chipmunks and American Gangster.
April 30, 2010: Almost a month after the first-gen iPad went on sale, the first Wi-Fi + 3G iPads arrive in the hands of U.S. customers.
The devices ship in boxes identical to the Wi-Fi-only models, but with an additional sticker noting their cellular connectivity capability. The tablets come preloaded with micro-SIM cards branded AT&T, the only wireless carrier that initially supports the iPad.
April 29, 2010: Apple CEO Steve Jobs pens “Thoughts on Flash,” an open letter to explain why, basically, Adobe Flash kind of sucks. The letter marks the beginning of the end for the once-omnipresent plugin that powered multimedia in internet browsers for years.
Following the devastatingly blunt broadside, Adobe Systems CEO Shantanu Narayen hits back at Apple, arguing against Jobs’ complaints. But the Apple leader has clearly made up his mind: iOS devices will never support Flash. The writing is on the wall.
April 28, 2003: Apple opens the iTunes Music Store, revolutionizing the music industry and digital distribution of content.
At a time when getting music online mostly means illegal downloads from pirate services like Napster, iTunes quickly proves that customers will pay for songs — provided the service is good enough.
April 27, 2008: Psystar’s first Mac clones ship to customers. The company’s new Open Computer means that, for the first time since the mid-1990s, there’s no need to assemble a “hackintosh” to run OS X on a non-Apple computer.
Unlike previous clone Macs, however, Psystar’s low-priced computers don’t come with Cupertino’s blessing. Naturally, a fight ensues.
April 26, 1996: Mac OS Copland, Apple’s eagerly anticipated but much-delayed operating system for the Macintosh, suffers a fatal blow when the senior VP in charge of the project leaves the company.
David C. Nagel, Apple’s chief technologist, previously promised Mac OS Copland would ship to users by mid-1996 at the latest. With meeting that deadline no longer possible, he leaves Apple for a job running AT&T Laboratories.
It’s yet another sign that Apple’s top-to-bottom Mac operating system upgrade is in major trouble.
April 25, 1990: Steve Jobs shuts down Pixar’s hardware division (yes, it used to have one!), ending production of the pricey Pixar Image Computer immediately.
Jobs sells the company’s hardware unit to Fremont, California-based imaging company Vicom Systems for a paltry $2 million.
April 24, 2015: The original Apple Watch launch means consumers, who endured a seven-month wait after the device’s unveiling at a keynote the previous September, can finally strap an Apple wearable onto their wrists.
Apple CEO Tim Cook describes the smartwatch as the “next chapter in Apple history.” Behind the scenes, however, the first Apple Watch launch is a moment long in the making.
April 23, 2009: Less than a year after opening its virtual doors, the App Store reaches 1 billion downloads.
Peer-to-peer file sharing app Bump becomes the 1 billionth app to be downloaded. As a result of his purchase, 13-year-old Connor Mulcahey of Weston, Connecticut, wins a “1 Billion App Countdown” promotion.
He takes home an assortment of Apple products valued at more than $13,000, including a $10,000 iTunes gift card, a 32GB iPod touch, an Apple Time Capsule wireless router and a 17-inch MacBook Pro.
April 22, 2013: The world gets its first Apple car. Well, kind of. In reality, the iBeetle is a collaboration with German automaker Volkswagen that offers a car “stylistically linked” to Apple.
This means Apple-inspired colors, a built-in docking station for your iPhone, and a special app that lets you control the car’s features.
April 21, 1995: Rumors swirl that Japanese camera company Canon might take over Apple in either a partial or complete acquisition.
Speculation grows about a possible deal after Apple reveals its latest earnings, which show big improvement but still fall far short of Wall Street’s expectations.
April 20, 2010: A day after the most high-profile iPhone leak in history, tech news site Gizmodo dissects a prototype iPhone 4, then publishes the teardown — showing the world exactly what’s inside the soon-to-be-released device.
The iPhone 4 prototype, accidentally left in a bar by 27-year-old Apple software engineer Gray Powell, quickly becomes the biggest story in the tech world. And that’s where the trouble begins.
April 19, 1994: Gaston Bastiaens, the executive in charge of Apple’s revolutionary new Newton MessagePad product line, parts ways with the company.
“We can’t say whether he fell or was pushed,” says an Apple spokesman. Reports suggest that the departing Bastiaens, general manager of Apple’s personal interactive electronics division, is leaving due to his failure to make the Newton a financial success.
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.”