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 The stylish computer is superseded by Apple’s upgrade to G5 processors and then to Intel Core-based Macs.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 (nearly $3,500 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: Steve Jobs returns to work at Apple, a couple 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. Safari for Windows will last until 2012, but never becomes a major player on Microsoft’s dominant operating system.
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 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 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 get 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 his take on the iPod’s future? Mobile phones are going to 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.
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 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 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 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 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 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.”
April 13, 2005: The tech world gets excited when a sketchy rumor suggests Apple is building a tablet computer.
The Chinese-language report claims Quanta will build a 15-inch touchscreen tablet PC with detachable keyboard. Apple will supposedly ship the device in the first quarter of 2006. Things don’t turn out quite like that, but the rumor offers the first hint about Apple’s secret iPad project.
April 9, 2007: Apple sells its 100 millionth iPod. Coming just five-and-a-half years after the portable music player went on sale, the landmark event confirms the iPod as Apple’s most popular product of all time.
Until the iPhone arrives a couple months later, that is!
April 5, 2006: Apple introduces the public beta of Boot Camp, software that allows users with an Intel-based Mac to run Windows XP on their machines.
Boot Camp will officially arrive in Mac OS X Leopard, which debuts at Apple’s Worldwide Developers Conference a few months later.