September 29, 2004: Apple debuts Logic Pro 7, its professional music creation and audio production software. The update brings new tools and a streamlined interface in line with other Apple software.
Coming off the success of the iPod and iTunes Music Store, the Logic Pro 7 launch — alongside its stripped-down sibling, Logic Express 7 — serves as a reminder of Apple’s dominance in music tech, for consumers and professionals alike.
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 the revolutionary computer.
Raskin, the founder of the Macintosh project, wants to produce a machine that’s affordable to everyone. Apple co-founder Jobs wants a computer that’s going to be the best, regardless of price.
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.”
In a 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 iPhone 6 and iPhone 6 Plus, 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.
“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 19, 2014: The iPhone undergoes its biggest upgrade — both figuratively and literally — since the original, with the launch of the iPhone 6 and iPhone 6 Plus handsets.
The iPhone 6 brings a new 4.7-inch form factor, while the iPhone 6 Plus boasts a massive 5.5-inch design. The previous-generation iPhone 5 measured only slightly taller than its 3.5-inch predecessors. But with the iPhone 6, Apple abandons that strategy for the first time to take on big-screen Android “phablets.”
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 4, 1997: The writing is on the wall for Apple’s Newton product line as Steve Jobs tells executives at the recently spun-off company not to bother moving into their new offices.
It’s quite the turnaround for the Newton division. Only months earlier, it was being portrayed as large enough to become its own company.
August 30, 1990: A 112-page confidential Apple memo lays out what the company must do to make the Macintosh division a marketplace contender.
The internal memo comes from Dan Eilers, Apple’s vice president of strategy and corporate development. He boldly says Apple must consider four strategies: licensing Mac OS, licensing both the Mac’s operating system and hardware, creating a spinoff brand for the Macintosh, or starting a totally new company to combat the growing threat of Microsoft’s Windows.
August 5, 1997: Apple gets into a standoff with Power Computing, a maker of Macintosh clones. It marks the beginning of the end for Apple’s mid-’90s strategy of licensing the Mac operating system.
“If the [Mac] platform goes closed, it is over,” predicts Power Computing CEO Joel J. Kocher of Apple’s strategy. “[It’s] total destruction. The kiss of death.” Of course, things don’t turn out exactly like that for Apple…
August 4, 2008: Steve Jobs owns up to mistakes in launching MobileMe, spinning Apple’s bungled cloud service rollout as a learning opportunity.
“It was a mistake to launch MobileMe at the same time as iPhone 3G, iPhone 2.0 software and the App Store,” Jobs writes in an email to Apple employees. “We all had more than enough to do, and MobileMe could have been delayed without consequence.”
Apple has been conspicuously quiet about its plans for artificial intelligence, even as rivals like Google and Microsoft made headlines touting the latest tech buzzword. But CEO Tim Cook leaped to his company’s defense Thursday, pointing out that AI is already used by many Apple products.
And he also listed upcoming software and services that wouldn’t be possible without machine learning and AI.
July 31, 2012:The Daily, the world’s first iPad-only newspaper, lays off almost a third of its staff, signaling the demise of a bold publishing experiment.
The deep cuts — The Daily fires 50 of its 170 employees — affect mainly sports and editorial page staffers, although some production and design employees get the ax, too. The ominous move comes as News Corp places the iPad app “on watch” due to disappointing readership numbers.
July 9, 2001: Apple earns the title of No. 1 computer manufacturer in the education market, with twice as many machines in schools as runner-up Dell Computer.
It’s a big turnaround from a couple of years earlier, when Dell overtook Apple and Steve Jobs was accused of abandoning this important market.
July 6, 1997: Following a massive quarterly loss for Apple, board member Edgar S. Woolard Jr. calls CEO Gil Amelio and informs him that he needs to step down. “You’ve done a lot to help the company, but the sales haven’t rebounded,” Woolard says.
Steve Jobs, who recently returned to the company he co-founded, denies being responsible for Amelio’s ouster. However, the move results in Jobs becoming Apple CEO for the first time. Now it’s time for a real turnaround!
June 25, 1985: Microsoft co-founder Bill Gates sends a memo to Apple execs suggesting that Cupertino should license its Mac operating system and additional technology to other companies.
Apple CEO John Sculley and Macintosh boss Jean Louis Gassée ignore the advice of the 30-year-old Gates, who at the time is best known as a Mac developer. Five months later, Microsoft releases Windows 1.0.
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, it turns 15-year-old high school student Ellen Feiss into an unlikely star.
She becomes a viral sensation after viewers suggest she was stoned during filming of her sleepy-eyed “Switch” spot about a homework-devouring PC.
Apple reportedly looks to manufacture microLED displays on its own for future iPhones. The move will help the company reduce its reliance on Samsung Display.
Cupertino currently sources the majority of OLED panels for its devices from Samsung. LG Display is Apple’s other key OLED supplier.
May 15, 2001: Steve Jobs flips the script on the dreadful experience of computer shopping, unveiling an ambitious plan to open 25 innovative Apple stores across the United States.
The first two Apple stores, located at Tysons Corner in McLean, Virginia, and the Glendale Galleria in Glendale, California, are set to open later that week. But this new Apple initiative is about much more than just a couple of retail outlets. It’s a radical reinvention of tech retail that will change the way computers get sold.
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 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 Steve Jobs in a statement. “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 2, 1995: Apple enters the wearables space with its first watch, a timepiece with no fitness-tracking tech, no on-screen notifications and a whole lot of 1990s styling.
The first Apple watch comes two decades before wearables will become a thing. A regular wristwatch, the freebie gadget is available as 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 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.