March 17, 1988: Apple sues Microsoft for allegedly stealing 189 different elements of its Macintosh operating system to create Windows 2.0.
The incident, which causes a deep rift between Apple and one of its top developers, paves the way for an epic battle between the two companies that will rage for years.
March 2, 1987: Three years after releasing the original Macintosh 128K, Apple launches a proper sequel, the almighty Macintosh II.
Although four Mac models already have been released, the definitive, full-number name of the Macintosh II makes clear that this is a major upgrade for the product line. With a massive hardware boost, optional color display (!) and a new open architecture, it does not disappoint!
February 25, 1981: Original Apple CEO Michael Scott oversees a mass firing of employees, then holds a massive party. The Apple layoffs follow a hiring boom that led to what Scott called a “bozo explosion” at the company. They also stand as an early sign that the fun startup culture of Apple’s early days are gone forever.
“I used to say that when being CEO at Apple wasn’t fun anymore, I’d quit,” he tells a crowd of Apple staffers. “But now I’ve changed my mind — when being CEO isn’t fun anymore, I’ll just fire people until it is fun again.”
For many people at Apple, the day is the worst in the company’s history.
February 15, 1982: Apple co-founder Steve Jobs appears on the front cover of Time magazine for the first time. The lengthy cover story makes Jobs the public face of successful tech entrepreneurship.
The first of many Time covers for Jobs, the article — titled “Striking It Rich: America’s Risk Takers” — casts him as the prototypical young upstart benefiting from the burgeoning personal computing revolution. It also identifies him as part of a surge of freshly minted millionaires running their own businesses.
February 13, 1984: The first Mac’s launch generates enormous excitement from the tech press, as epitomized by an InfoWorld cover story about the Macintosh 128K.
The wave of coverage comes a few weeks after the January 24 release of the Macintosh. But when the press blitz finally arrives, it becomes clear the Mac is a hit.
February 7, 1981: Apple co-founder Steve Wozniak is involved in a serious plane crash in California, resulting in his first lengthy leave of absence from the company.
At the time, Wozniak is flying a turbocharged, single-engine, six-seat Beechcraft Bonanza A36TC. In the plane with Woz is his fiancé, Candi Clark, her brother and her brother’s girlfriend. Fortunately, nobody dies in the crash, although Woz suffers minor head injuries.
February 6, 1985: Frustrated by Apple’s shifting priorities, co-founder Steve Wozniak leaves the company to pursue outside interests.
His departure — which comes the same year that Steve Jobs leaves Apple to form NeXT — represents yet another big change for the company. The move mostly stems from Woz’s dissatisfaction with how management treated the Apple II division. However, his desire to start a new company also plays a role.
January 24, 1984: Apple ships its first Mac, the mighty Macintosh 128K.
Bringing a mouse and graphical user interface to the masses, and heralded by an acclaimed Super Bowl commercial that’s still talked about today, the first-gen Mac will quickly become one of the most important personal computers ever released.
January 23, 1985: Apple introduces The Macintosh Office, a combination of hardware and software that represents the company’s first real attempt at cracking the business market dominated by IBM.
Macintosh Office allows Macs to talk to one another. And Apple introduces amazing new devices like the LaserWriter printer that work with the business-oriented platform. Sadly, things won’t work out quite as Apple hopes.
January 22, 1984: Apple’s stunning “1984” commercial for the original Mac airs on CBS during the third quarter of Super Bowl XVIII. Its dystopian theme and epic visuals pitch the Macintosh 128K as a revolutionary computer coming to smash the status quo.
Probably the most famous TV ad for a computer in history, the commercial is directed by Alien and Blade Runner helmer Ridley Scott. It reaches millions of viewers during the big game. However, it very nearly didn’t air at all.
January 20, 1985: Attempting to build on the triumph of the previous year’s “1984” Macintosh commercial, Apple deploys another dystopian Super Bowl commercial. The new Apple ad, titled “Lemmings,” promotes the company’s upcoming business platform, called The Macintosh Office.
The dark, 30-second spot depicts blindfolded executives marching to their doom. The widely reviled ad will go down in history as one of Apple’s biggest stinkers.
January 19, 1989: Apple introduces the Macintosh SE/30, arguably the greatest of the classic compact Macs with black-and-white screens.
When you picture the ideal 1980s Macintosh, this is likely the machine that comes to mind. And for good reason!
January 18, 1983: Computer manufacturer Franklin Electronic Publishers takes the wraps off its Franklin Ace 1200 computer, an uxtnauthorized Apple II clone that triggers an important legal battle.
Cupertino will soon target Franklin’s line of unlicensed clone computers with a lawsuit. In the resulting trial, a U.S. court will decide whether a company can protect its operating system by copyright.
January 17, 1984: A week before its famous airing during Super Bowl XVIII, Apple’s iconic “1984” commercial debuts as a trailer in movie theaters. To hype its revolutionary new Macintosh computer, Apple buys several months of promotion from theatrical ad distributor ScreenVision.
Cupertino’s sci-fi-tinged “1984” spot — which depicts a sledgehammer-wielding freedom fighter taking on a Big Brother figure supposed to represent IBM — gets such a favorable audience reaction that some theater owners continue to roll the ad after Apple’s contract ends.
January 16, 1986: Apple introduces the Macintosh Plus, its third Mac model and the first to be released after Steve Jobs was forced out of the company the previous year.
The Mac Plus boasts an expandable 1MB of RAM and a double-sided 800KB floppy drive. And it’s the first Macintosh to include a SCSI port, which serves as the main way of attaching a Mac to other devices (at least until Apple abandons the tech on the original iMac G3 upon Jobs’ return).
January 1, 1983: Apple launches the Apple IIe, the third model in the Apple II series — and the last before the Macintosh will arrive a year later.
It proves a big seller, and proof positive of the Apple II brand’s sustained value.
December 26, 1982: Time magazine names the personal computer its “Man of the Year.”
It’s the first time a nonhuman entity wins the award, which was created in 1927. The award devastates Apple co-founder Steve Jobs — because he thought the accolade would go to him.
December 12, 1980: Apple goes public, floating 4.6 million shares on the stock market at $22 per share. The Apple IPO becomes the biggest tech public offering of its day. And more than 40 out of 1,000 Apple employees become instant millionaires.
As Apple’s biggest shareholder, 25-year-old Steve Jobs ends the day with a net worth of $217 million. However, the big payday triggers internal tensions as it highlights Cupertino’s class divide.
December 1, 1981: After the disastrous rollout of the “next-gen” Apple III in 1980, Apple releases a revised edition of the computer that corrects most of its glaring hardware faults.
Unfortunately, the damage has already been done. Apple experiences its first “flop” product with the Apple II’s doomed successor.
November 26, 1984: Microsoft co-founder Bill Gates praises Apple’s newly arrived Macintosh as the future of personal computing.
“The next generation of interesting software will be done on the Macintosh, not the IBM PC,” Gates says in a BusinessWeek cover story.
This high praise for the Mac would seem almost unthinkable coming out of Gates’ mouth just a few years later. However, the interview arrives at a time when Microsoft is best known as one of the biggest Mac developers.
November 16, 1982: Intent on giving his company’s upcoming personal computer a memorable name, Apple co-founder Steve Jobs pens an impassioned plea to audio company McIntosh Laboratory. In the letter, he asks permission to use the name “Macintosh.”
You can probably guess how the resulting discussions turned out!
November 10, 1983: Microsoft tells the world about an upcoming product called Windows that will bring the graphical user interface to IBM PCs. Although Microsoft’s announcement about the new operating system comes shortly before Apple launches the Mac, Windows 1.0 won’t actually ship until November 1985, earning it an early reputation as “vaporware.”
At the time, Apple doesn’t view Windows as much of a threat. That doesn’t take long to change, however.
November 8, 1984: After initial Mac sales prove disappointing, Apple CEO John Sculley dreams up the “Test Drive a Macintosh” marketing campaign to encourage people to give the revolutionary new computer a chance.
The promotional strategy advises people to drop into their local retailer and “borrow” a Macintosh for 24 hours. The idea is that, by the time potential customers need to return the Mac, they will have built up a bond with it — and realized they can’t live without one of Apple’s computers.
While 200,000 would-be customers take advantage of the offer, Apple dealers absolutely hate it.
October 24, 1988: Three years after leaving Apple, Steve Jobs prepares to launch the NeXT Computer, a machine he hopes will cement his reputation as a tech genius and blow away the machines produced by Cupertino.
The new NeXT Computer receives a wave of positive publicity. Fawning stories show exactly what the 33-year-old Jobs has been working on — and what’s coming next.
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.”