August 4, 2008: In an internal memo, Apple CEO Steve Jobs owns up to mistakes in launching MobileMe. He spins the company’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.”
August 3, 2009: Google CEO Eric Schmidt resigns from Apple’s board of directors amidst increasing competition between the two companies.
The root of the problem? The growing feud over Android’s encroachment on iOS as the two smartphone platforms battle for dominance.
July 26, 2005: Apple debuts the opaque white iBook G4, the last of its laptops to launch under the iBook name.
The portable computer adds Apple’s scrolling trackpad for the first time. It also incorporates Bluetooth 2.0 as a standard feature, and becomes the last Apple laptop with a PowerPC chip.
July 24, 2006: The world gets its first glimpse of Apple’s new wireless Mighty Mouse, a multibutton Bluetooth device with super-accurate laser tracking.
Photos of the accessory come to light through an Apple filing with the Federal Communications Commission. Apple will launch the device the very next day.
July 20, 2007: Just a month after the original iPhone goes on sale, a hacker compiles the first third-party app and launches it for the new platform. The Hello World app serves more as a proof of concept than a serious tool. However, it clearly demonstrates that third-party apps will become a cornerstone of the new iPhone economy.
It’s a shame Apple doesn’t get the memo.
July 19, 2004: The fourth-generation iPod brings neat innovations to the popular audio device, including the Click Wheel interface recently introduced on the iPod mini.
“The best digital music player just got better,” says Steve Jobs in a press release on the day the product launches. And yet some people feel disappointed by the upgraded music player.
July 17, 2002: Apple ships a new super-sized iMac G4 with a 17-inch widescreen LCD display that becomes the envy of many computer users at the time.
“The best consumer desktop just got even better,” says Apple CEO Steve Jobs of the company’s new all-in-one computer in a press release. “Having this gorgeous 17-inch flat screen floating in mid-air right in front of you is simply breathtaking. There’s nothing like it in the PC world.”
He wasn’t wrong!
July 13, 2006: Apple releases its first activity tracker, the Nike+iPod Sport Kit, which combines Cupertino’s popular music player with a smart pedometer that fits in a shoe.
The product marks Apple’s first step toward the kind of mobile health-tracking initiatives it will pursue in the following decade — most notably through its iOS Health app and the Apple Watch.
July 10, 2008: Apple launches the App Store, an online hub that lets iPhone owners browse and download apps made by third-party developers. Transforming the iPhone from a locked-down platform to a generative one, the App Store means that every iPhone user can have his or her own “killer app” depending on the software they want — from social networking to composing music to playing games.
One of the most significant launches in Apple history, the App Store opens up a whole new revenue stream for Cupertino. It’s hard to believe that Steve Jobs was originally dead-set against it!
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 marks a big turnaround from a couple of years earlier, when Dell overtook Apple and people accused Steve Jobs of abandoning this important market.
July 5, 2006: Apple discontinues its low-end eMac product line. After more than a quarter-century of using CRT monitors in its computers, the move represents the end of the cathode ray tube era for Macs.
After ending the eMac, Apple shifts to the superior LCD technology still used in Macs today. When it comes to screens, thin is definitely in!
July 3, 2001: Apple suspends production of its Power Mac G4 Cube, one of the most notable busts in Apple history — and the first major flop following Steve Jobs’ glorious return to the company in 1997.
Although Apple leaves the door open to possibly reintroducing the remarkably clear G4 Cube at a later date, this never happens. The stylish computer is superseded by Apple’s upgrade to G5 processors and then to Intel Core-based Macs.
June 26, 2008: A year after the first iPhone was released, Apple sends an email to developers calling for smartphone software to be distributed in the forthcoming App Store.
Coders around the world greet the news with excitement. They hurry to submit their iPhone apps and get in on the looming App Store gold rush. Many rake in small fortunes when the App Store goes live less than a month later.
June 23, 2003: Apple launches its gorgeous Power Mac G5, a powerhouse desktop computer with a perforated aluminum chassis that earns it the affectionate nickname “the cheese grater.”
Starting at an affordable $1,999 (over $3,600 in today’s money, adjusted for inflation), the Power Mac G5 is the world’s first 64-bit personal computer. It’s also Apple’s fastest machine yet.
June 22, 2009: Apple CEO Steve Jobs returns to work, a couple of months after undergoing a liver transplant as part of his treatment for pancreatic cancer.
Although Jobs has been steadily getting back into work for the past several weeks, the news is made official when a quote from him appears on a June 22 press release about iPhone 3GS sales. An Apple employee also alerts the media after spotting Jobs on campus.
With his return confirmed, everyone wants to know how long Jobs will continue to lead Apple.
June 14, 2007: Paul McCartney sings his new song “Dance Tonight” in an iPod + iTunes ad, the latest in a series of Apple spots starring music industry legends.
The new animated ad signifies a thawing of the icy relationship between Apple and McCartney, whose original band, The Beatles, has been locked in a legal battle with Cupertino for decades.
June 11, 2007: At Apple’s Worldwide Developers Conference, CEO Steve Jobs unveils Safari 3 for Windows, bringing the company’s web browser to PCs for the first time.
Apple pitches Safari as the world’s fastest and easiest-to-use web browser, capable of rendering web pages up to twice as fast as Internet Explorer and 1.6 times faster than Firefox.
“We think Windows users are going to be really impressed when they see how fast and intuitive web browsing can be with Safari,” Jobs says in a press release announcing the launch. “Hundreds of millions of Windows users already use iTunes, and we look forward to turning them on to Safari’s superior browsing experience too.”
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 6, 2005: Steve Jobs reveals that Apple will switch the Mac from PowerPC processors to Intel.
Speaking at Apple’s Worldwide Developers Conference, Jobs’ revelation reminds the tech world that he is a leader who can get things done. Given Intel’s focus on mobile computing, the move also offers a hint at what Apple’s CEO has planned for the second half of his reign.
May 30, 2013: Apple marks the sale of the 100 millionth iPod touch by launching a new, stripped-down model with a budget price of $229.
The 16GB music player lacks some features of its high-end siblings. However, the smaller price tag makes it appealing to new customers.
May 21, 2010: Apple quietly ends its award-winning “Get a Mac” ad campaign. Debuting in 2006, the ads starred actor Justin Long as the cool, youthful Mac. Comedian John Hodgman portrayed the stuffy, awkward PC.
Alongside the “Think Different” and iPod “Silhouette” campaigns, “Get a Mac” will become one of the most fondly remembered extended advertising blitzes in Apple history.
May 19, 2001: Apple revolutionizes the world of computer shopping when it opens 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 Cupertino.
It’s the start of something massive. Within two and a half decades, Apple will expand its retail operations to more than 500 stores in 27 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 18, 2006: The world — and, more specifically, the Apple-watching press — gets its first glimpse of the swanky new Fifth Avenue Apple Store in New York City.
Previously hidden behind a black plastic wrapper during development, that all changes a day before the store’s grand opening. Workers remove the covering to reveal a 32-foot glass cube adorned with a floating, white Apple logo. At 10 a.m., members of the press go on an exclusive tour of the new venue.
May 15, 2001: Apple CEO 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 ones, located at Tysons Corner in McLean, Virginia, and the Glendale Galleria in Glendale, California, are set to open later that week.
However, 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 12, 2005: Longtime Apple frenemy Bill Gates tells a German newspaper that Apple may have hit it big with the iPod, but that its success isn’t going to last forever.
The reason for the Microsoft co-founder’s doomy take on the iPod’s future? He thinks mobile phones will steal the music player’s market share.
The good news for Gates is that he was right on the money. The bad news for Microsoft is that Apple cannibalized itself by making the iPhone. And Apple’s smartphone became even more successful than the iPod.