June 9, 2002: Apple launches its “Switch” advertising campaign, featuring real people talking about their reasons for switching from PCs to Macs. Apple’s biggest marketing effort since the “Think different” ad campaign a few years earlier, one “Switch” ad in particular turns a 15-year-old high school student named Ellen Feiss into an unlikely star.
She becomes a viral sensation after viewers suggest she was stoned while filming her sleepy-eyed “Switch” spot about a homework-devouring PC.
June 4, 1997: Mac clone-maker Power Computing hits its high point as the company’s top exec reaches an agreement with Apple concerning the forthcoming Mac OS 8.
The deal allows the company to start making moves toward an IPO as the fastest-growing PC company of the decade. Things don’t turn out well, though.
May 28, 2010: Customers across Europe and Asia queue up to buy the iPad when the international launch date for Apple’s original tablet finally arrives.
The reason for the gap between the iPad’s U.S. launch in early April and its international debut more than a month later? Unexpectedly large demand for the groundbreaking device.
May 27, 1986: An exiled Steve Jobs takes a shot at Apple after the company ditches Chiat/Day, the ad agency that created the iconic “1984” Macintosh ad. In a full-page ad published in The Wall Street Journal, Jobs says the move to competing ad agency BBDO shows that “caretakers” rather than “builders” now run Apple.
From his perspective, it confirms that the company he co-founded has lost its revolutionary spirit.
May 26, 2010: In a massive milestone, Apple passes Microsoft to become the world’s most valuable technology company for the first time.
The changing of the guard proves particularly amazing given that, just 15 years earlier, Apple looked close to dead, while Microsoft dominated the tech world thanks to Windows 95.
May 25, 2010: Apple opens an investigation into a string of suicides at Foxconn, its Chinese manufacturing partner for assembling iPhones.
After reports of a ninth death at a Foxconn factory, Apple says it is “independently evaluating” Foxconn’s response. Cupertino vows to take a long, hard look at the facilities that manufacture its products. It’s a tough challenge for Apple to deal with — and CEO Steve Jobs’ controversial comments don’t exactly help.
May 23, 1985: Bitter about being ousted from his position running the Macintosh division, Steve Jobs attempts to stage a boardroom coup to seize control of Apple from CEO John Sculley.
The 30-year-old Apple co-founder plans to overthrow Sculley while the CEO is away on a business trip in China. Unfortunately for Jobs, he makes a critical mistake when he tries to recruit the support of Apple executive Jean-Louis Gassée, who informs Sculley of the plot.
It’s the beginning of the end for Jobs’ first tenure at Apple.
May 22, 1997: Apple spins off its Newton division, creating an independent company to manage the line of personal digital assistants. Newton Inc.’s first job? Selling the MessagePad 2000 PDA, the best Newton device yet.
Apple also gave Newton Inc. a mandate to develop new technologies and market existing ones. “We have a solid business plan and a strong management team in place to optimize the value of Newton technology for corporate users and take Newton technology into a new era,” says Sandy Benett, former vice president of Apple’s Newton Systems Group and chief operating officer of the new venture.
Instead, it turns out to be the beginning of the end for the ahead-of-its-time Apple PDA.
May 19, 2001: Apple revolutionizes the world of computer shopping by opening its first two Apple Stores. Located in Tysons Corner, Virginia, and Glendale, California, the new outlets represent the culmination of a long-term dream for Apple.
A couple of decades later, Apple will expand its retail operations to more than 500 stores in 26 countries and regions around the world. And they will become some of the most profitable retail outlets anywhere on a dollars-per-square-foot basis.
May 17, 1983: John Sculley takes the helm as Apple’s third president and CEO. The former Pepsi-Cola boss is short on tech experience but long on marketing, which will become increasingly important as the personal computer revolution ramps up.
Steve Jobs personally lured Sculley to Apple using one of the most famous lines in the history of business. “Do you want to spend the rest of your life selling sugared water,” Jobs asked Sculley, “or do you want a chance to change the world?”
May 17, 1978: Steve Jobs’ first child, a daughter named Lisa Brennan-Jobs, is born. The child of the 23-year-old Apple co-founder and his high school girlfriend Chris-Ann Brennan, Lisa’s parents are no longer a couple when she comes into the world.
Several shameful years follow in which Jobs denies paternity of his daughter, before they eventually reconcile.
By Alison Thobe
I remember the moment when I realized that storytelling wasn’t just a tool — it was the core way people communicate with the world. It’s how we connect, inspire and change it for the better.
It was a day when I sat at my Apple laptop, browsing through the essay writing service in search of inspiration and writing ideas for my new piece. A spark ignited me: What if I learned to write the way Apple co-founder Steve Jobs did to communicate his messages and inspire his audience?
This question has guided my writing journey ever since.
November 17, 1995: Apple releases the first beta version of its new Mac OS Copland operating system to approximately 50 developers. Not so much a Mac OS update as a totally new operating system, it offers next-gen features designed to help Apple take on the then-mighty Windows 95.
Sadly, Copland OS will never reach the public.
Bill Atkinson, a legendary Apple programmer, let the world know Tuesday he’s in treatment for pancreatic cancer, the same disease that killed his boss, Steve Jobs, in 2011. Atkinson published a post on Facebook asking for prayers.
Recruited by Jobs and Macintosh developer and user interface guru Jef Raskin, Atkinson became employee number 51 at Apple. He’s a primary architect of the original Mac. You can see some of his considerable accomplishments and his Facebook post below.
November 9, 1994: Gil Amelio, a businessman with a reputation as a talented turnaround artist, joins Apple’s board.
Coming off his impressive revitalization of two other tech companies, National Semiconductor and Rockwell International, Amelio’s appointment at Apple sparks widespread celebration. Many Apple watchers think his arrival means the company’s dark days are over. Sadly, Amelio’s turnaround tricks won’t work in Cupertino.
Laurene Powell Jobs’ super-yacht recently crashed into another billionaire’s even bigger yacht off Naples, Italy, according to a report. Steve Jobs originally commissioned the $140 million Venus, collaborating on its design. High winds pushed the boats at anchor into each other.
Damage is estimated to be costly, given the yachts’ combined value of $265 million. For the merely wealthy or well-adjacent, that’s like paying through the nose to get a scratch fixed on your Bentley.
You have the opportunity to wrap yourself in a piece of Apple history: the bomber jacket Steve Jobs was wearing in an iconic photo of the Apple co-founder “flipping the bird” to an IBM sign.
It’s part of Steve Jobs and the Apple Revolution, an auction that just kicked off featuring nearly 300 items.
Steve Jobs’ business card bearing the signature of the Apple cofounder himself sold at auction for an amazing value: over $180,000. This is supposedly the most ever paid for a signed business card.
A collection of other Apple memorabilia brought in big bucks at the same auction, a sign of the popularity of rare items from the iPhone-maker.
Apple is a trillion dollar company today but it started out with very humble origins. There’s no better evidence than company co-founder Steve Jobs hand writing a check to the electronics store RadioShack for $4.01.
And now that check recently up for auction, and bought in 11,500 times its original value. How ‘s that for appreciation?
As legacy studios like Disney face formidable problems, a new report suggests CEO Bob Iger might revisit a “once-unthinkable option” — that Apple might buy the company, or at least a stripped-down version of it.
After all, in a near-future of even greater tech-company dominance over entertainment, Disney may need deep-pocketed protection. And its longstanding connection with Apple could come into play.
A unique bit of Apple history just went up for auction: Apple Computer check “No. 2” signed by company co-founders Steve Jobs and Steve Wozniak. Bidding for the $116.97 check is already up to more than $55,000.
A number of other rare Apple items are also up for sale, some signed by Jobs.
Back in 1976, when Apple still operated out of cofounder Steve Jobs’ garage, he signed a $175 check to a consulting firm. And someone just paid $106,985 for it, Boston-based RR Auction said Thursday.
That’s one pricey piece of paper. And another one, a Jobs business card from NeXT, brought in a more affordable $3,076. Both sums far exceeded the auction estimates.
A check that Steve Jobs signed in the earliest days of Apple is up for auction. The Apple co-founder sent the check to a consulting firm way back in 1976, when the upstart computer company still operated out of Jobs’ garage.
Also up for auction: a Steve Jobs business card from when he ran NeXT in the early 1990s.
Steve Jobs is no longer the man who spent the longest time as Apple CEO. Tim Cook, the executive currently in charge, has now surpassed Jobs’ record of 4,249 days with that title, making him officially Apple’s longest-serving CEO.
But it turns out the calculation isn’t that simple. Steve Jobs spent several additional years in charge of Apple. He just wasn’t officially “Apple CEO” at the time.
The Steve Jobs Archive released its first book Tuesday, Make Something Wonderful: Steve Jobs in his own words. It’s a memoir of sorts because almost everything in it comes directly from Jobs, from major speeches and interviews to emails he sent to himself. It covers the Apple co-founder’s life from a young age until he passed away in 2011.
The new book includes never-before-seen content, the archive said, and it’s free from multiple sources.