Apple Inc.

Apple Inc.-
From the begin to the present

Created by: Alexandrescu Aurelian, Jitca Beniamin, Maftei Ervin, Negrus Bogdan
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Apple Inc.

Apple Inc. is an American multinational technology company headquartered

in Cupertino, California, that designs, develops, and sells consumer
electronics,computer software, and online services. Its hardware products are
the iPhone smartphone, the iPad tablet computer, the Mac personal computer, the iPod
portable media player, and the Apple Watch smartwatch. Apple's consumer software
includes the OS X and iOS operating systems, the iTunes media player, the Safari web
browser, and the iLife and iWork creativity and productivity suites. Its online services
include the iTunes Store, the iOS App Store and Mac App Store, and iCloud.

Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne on April 1, 1976,
to develop and sell personal computers. It was incorporated as Apple Computer,
Inc. on January 3, 1977, and was renamed as Apple Inc. on January 9, 2007, to reflect
its shifted focus toward consumer electronics. Apple (NASDAQ: AAPL) joined the Dow
Jones Industrial Average on March 19, 2015.

Apple is the world's largest information technology company by revenue, the world's
largest technology company by total assets, and the world's third-largest mobile phone
manufacturer. On November 25, 2014, in addition to being the largest publicly traded
corporation in the world by market capitalization, Apple became the first U.S. company
to be valued at over US$700 billion. The company employs 115,000 permanent full-time
employees as of July 2015 and maintains 453 retail stores in sixteen countries as of
March 2015; it operates the online Apple Store and iTunes Store, the latter of which is
the world's largest music retailer.

Created by: Alexandrescu Aurelian, Jitca Beniamin, Maftei Ervin, Negrus Bogdan
Andrei, Rotaru Teodor
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Apple Inc.

Apple's worldwide annual revenue totaled $233 billion for the fiscal year ending in
September 2015. The company enjoys a high level of brand loyalty and, according to
the 2014 edition of the Interbrand Best Global Brands report, is the world's most
valuable brand with a valuation of $118.9 billion. By the end of 2014, the corporation
continued to receive significant criticism regarding the labor practices of its contractors
and its environmental and business practices, including the origins of source materials.

197684: Founding and incorporation

Apple was incorporated January 3, 1977, without Wayne, who sold his share of the
company back to Jobs and Wozniak for $800. Multimillionaire Mike Markkula provided
essential business expertise and funding of $250,000 during the incorporation of Apple.
During the first five years of operations revenues grew exponentially, doubling about
every four months. Between September 1977 and September 1980 yearly sales grew
from $775,000 to $118m, an average annual growth rate of 533%.

The Apple II, also invented by Wozniak, was introduced on April 16, 1977, at the first
West Coast Computer Faire. It differed from its major rivals, the TRS-80 and
Commodore PET, because of its character cell-based color graphics and open
architecture. While early Apple II models used ordinary cassette tapes as storage
devices, they were superseded by the introduction of a 5 1/4 inch floppy disk drive and
interface called the Disk II. The Apple II was chosen to be the desktop platform for the
first "killer app" of the business world: VisiCalc, a spreadsheet program. VisiCalc
created a business market for the Apple II and gave home users an additional reason to
buy an Apple II: compatibility with the office. Before VisiCalc, Apple had been a distant
third place competitor to Commodore and Tandy.

By the end of the 1970s, Apple had a staff of computer designers and a production line.
The company introduced the Apple III in May 1980 in an attempt to compete with IBM
and Microsoft in the business and corporate computing market. Jobs and several Apple
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Apple Inc.

employees, including Jef Raskin, visited Xerox PARC in December 1979 to see the
Xerox Alto. Xerox granted Apple engineers three days of access to the PARC facilities in
return for the option to buy 100,000 shares (800,000 split-adjusted shares) of Apple at
the pre-IPO price of $10 a share.

Jobs was immediately convinced that all future computers would use a graphical user
interface (GUI), and development of a GUI began for the Apple Lisa. In 1982, however,
he was pushed from the Lisa team due to infighting. Jobs took over Jef Raskin's low-
cost-computer project, the Macintosh. A race broke out between the Lisa team and the
Macintosh team over which product would ship first. Lisa won the race in 1983 and
became the first personal computer sold to the public with a GUI, but was a commercial
failure due to its high price tag and limited software titles.

On December 12, 1980, Apple went public at $22 per share,generating more capital
than any IPO since Ford Motor Company in 1956 and instantly creating more
millionaires (about 300) than any company in history.

198491: Success with Macintosh

In 1984, Apple launched the Macintosh, the first personal computer to be sold without a
programming language at all.Its debut was signified by "1984", a $1.5 million television
commercial directed by Ridley Scott that aired during the third quarter of Super Bowl
XVIII on January 22, 1984. The commercial is now hailed as a watershed event for
Apple's success and a "masterpiece".

The Macintosh initially sold well, but follow-up sales were not strong due to its high price
and limited range of software titles. The machine's fortunes changed with the
introduction of the LaserWriter, the first PostScript laser printer to be sold at a
reasonable price, and PageMaker, an early desktop publishing package. It has been
suggested that the combination of these three products were responsible for the
creation of the desktop publishing market.The Macintosh was particularly powerful in
the desktop publishing market due to its advanced graphics capabilities, which had
necessarily been built in to create the intuitive Macintosh GUI.

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Apple Inc.

In 1985, a power struggle developed between Jobs and CEO John Sculley, who had
been hired two years earlier. The Apple board of directors instructed Sculley to "contain"
Jobs and limit his ability to launch expensive forays into untested products. Rather than
submit to Sculley's direction, Jobs attempted to oust him from his leadership role at
Apple. Sculley found out that Jobs had been attempting to organize a coup and called a
board meeting at which Apple's board of directors sided with Sculley and removed Jobs
from his managerial duties.Jobs resigned from Apple and founded NeXT Inc. the same
year.

This policy began to backfire in the last years of the decade as new desktop publishing
programs appeared on PC clones that offered some or much of the same functionality
of the Macintosh but at far lower price points. The company lost its monopoly in this
market, and had already estranged many of its original consumer customer base who
could no longer afford their high priced products. The Christmas season of 1989 was
the first in the company's history that saw declining sales, and led to a 20% drop in
Apple's stock price. Gasse's objections were overruled, and he was forced from the
company in 1990. Later that year, Apple introduced three lower cost models,
the Macintosh Classic, Macintosh LC and Macintosh IIsi, all of which saw significant
sales due to pent up demand.

In 1991 Apple introduced the PowerBook, replacing the "luggable" Macintosh

Portable with a design that set the current shape for almost all modern laptops. The
same year, Apple introduced System 7, a major upgrade to the operating system which
added color to the interface and introduced new networking capabilities. It remained the
architectural basis for Mac OS until 2001. The success of the PowerBook and other
products brought increasing revenue. For some time, Apple was doing incredibly well,
introducing fresh new products and generating increasing profits in the process. The
magazine MacAddict named the period between 1989 and 1991 as the "first golden
age" of the Macintosh. Apple believed the Apple II series was too expensive to produce
and took away sales from the low-end Macintosh. In 1990, Apple released
the Macintosh LC, which featured a single expansion slot for the Apple IIe Card to help
migrate Apple II users to the Macintosh platform; the Apple IIe was discontinued in
1993.

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Apple Inc.

199197: Decline, restructuring, acquisitions

The success of Apple's lower-cost consumer models, especially the LC, also led to
cannibalization of their higher priced machines. To address this, management
introduced several new brands, selling largely identical machines at different price
points aimed at different markets. These were the high-end Quadras, the mid-
range Centris line, and the ill-fated Performa series. This led to significant market
confusion, as customers did not understand the difference between models.

Apple also experimented with a number of other unsuccessful consumer targeted

products during the 1990s, including digital cameras, portable CD audio
players, speakers, video consoles, the eWorld online service, and TV appliances.
Enormous resources were also invested in the problem-plagued Newton division based
on John Sculley's unrealistic market forecasts. Ultimately, none of these products
helped and Apple's market share and stock prices continued to slide.

Through this period, Microsoft continued to gain market share with Windows by focusing
on delivering software to cheap commodity personal computers, while Apple was
delivering a richly engineered but expensive experience. Apple relied on high profit
margins and never developed a clear response; instead, they sued Microsoft for using a
GUI similar to the Apple Lisa in Apple Computer, Inc. v. Microsoft Corp. The lawsuit
dragged on for years before it was finally dismissed. At this time, a series of major
product flops and missed deadlines sullied Apple's reputation, and Sculley was replaced
as CEO by Michael Spindler.

By the early 1990s, Apple was developing alternative platforms to the Macintosh, such
as A/UX. The Macintosh platform itself was becoming outdated because it was not built
for multitasking and because several important software routines were programmed
directly into the hardware. In addition, Apple was facing competition
from OS/2 and UNIXvendors such as Sun Microsystems. The Macintosh would need to
be replaced by a new platform or reworked to run on more powerful hardware.

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Apple Inc.

In addition to computers, Apple has also produced consumer devices. In 1993,

Apple released the Newton, an early personal digital assistant (PDA). It defined and
launched the PDA category and was a forerunner and inspiration of devices such
as Palm Pilot and Pocket PC.

During 1995, a decision was made to (officially) start licensing the Mac OS and
Macintosh ROMs to 3rd party manufacturers who started producing Macintosh clones.
This was done in order to achieve deeper market penetration and extra revenue for the
company. This decision lead to Apple having over a 10% market share until 1997 when
Steve Jobs was re-hired as interim CEO to replace Gil Amelio. Jobs promptly found a
loophole in the licensing contracts Apple had with the clone manufacturers and
terminated the Macintosh OS licensing program ending the Macintosh clone era. The
result of this action was that Macintosh computer market share quickly fell from 10% to
around 3%.

In 1996, the struggling NeXT company beat out Be Inc.'s BeOS in its bid to sell
its operating system to Apple. Apple purchased Steve Jobs' company, NeXT on
December 10, 1996, and its NeXTstep operating system. This would not only bring
Steve Jobs back to Apple's management, but NeXT technology would become the
foundation of the Mac OS X operating system.

Return of Steve Jobs

On July 9, 1997, Gil Amelio was ousted as CEO of Apple by the board of
directors. Jobs stepped in as the interim CEO to begin a critical restructuring of the
company's product line. He would eventually become CEO and served in that position
until August 2011. On August 24, 2011 Steve Jobs resigned his position as chief
executive officer of Apple before his long battle with pancreatic cancer took his life on
October 5, 2011.

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Apple Inc.

On November 10, 1997, Apple introduced the Apple Store, an online retail store
based upon the WebObjects application server the company had acquired in its
purchase of NeXT. The new direct sales outlet was also tied to a new build-to-order
manufacturing strategy.

Microsoft deal

At the 1997 Macworld Expo, Steve Jobs announced that Apple would be entering
into a partnership with Microsoft. Included in this was a five-year commitment from
Microsoft to release Microsoft Office for Macintosh as well as a US$150 million
investment in Apple.

As part of the deal Apple and Microsoft agreed to settle a long-standing dispute
over whether Microsoft's Windows operating system infringed on any of Apple's
patents. It was also announced that Internet Explorer would be shipped as the default
browser on the Macintosh, with the user being able to have a preference. Microsoft
chairman Bill Gates appeared at the expo on-screen, further explaining Microsoft's
plans for the software they were developing for Mac, and stating that he was very
excited to be helping Apple return to success. After this, Steve Jobs said this to the
audience at the expo:

If we want to move forward and see Apple healthy and prospering again, we
have to let go of a few things here. We have to let go of this notion that for Apple to win,
Microsoft has to lose. We have to embrace a notion that for Apple to win, Apple has to
do a really good job. And if others are going to help us that's great, because we need all
the help we can get, and if we screw up and we don't do a good job, it's not somebody
else's fault, it's our fault. So I think that is a very important perspective. If we want
Microsoft Office on the Mac, we better treat the company that puts it out with a little bit
of gratitude; we like their software.

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Apple Inc.

So, the era of setting this up as a competition between Apple and Microsoft is
over as far as I'm concerned. This is about getting Apple healthy, this is about Apple
being able to make incredibly great contributions to the industry and to get healthy and
prosper again.

The day before the announcement Apple had a market cap of $2.46 billion, and
had ended its previous quarter with quarterly revenues of US$1.7 billion and cash
reserves of US$1.2 billion, making the US$150 million amount of the investment largely
symbolic. Apple CFO Fred Anderson stated that Apple would use the additional funds to
invest in its core markets of education and creative content.

iMac, iBook, and Power Mac G4

(the original iBook) (the original iMac)

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Andrei, Rotaru Teodor
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Apple Inc.

While discontinuing Apple's licensing of its operating system to third-party

computer manufacturers, one of Jobs's first moves as new acting CEO was to develop
the iMac, which bought Apple time to restructure. The original iMac integrated a CRT
display and CPU into a streamlined, translucent plastic body. The line became a sales
smash, moving about one million units each year. It also helped re-introduce Apple to
the media and public, and announced the company's new emphasis on the design and
aesthetics of its products.

In 1999, Apple introduced the Power Mac G4, which utilized the Motorola-made
PowerPC 7400 containing a 128-bit instruction unit known as AltiVec, its flagship
processor line. Also that year, Apple unveiled the iBook, its first consumer-oriented
laptop that was also the first Macintosh to support the use of Wireless LAN via the
optional AirPort card that was based on the 802.11b standard; it helped popularize the
use of Wireless LAN technology to connect computers to networks.

19972007: Return to profitability

The NeXT deal was finalized on February 9, 1997, bringing Jobs back to Apple as an
advisor. On July 9, 1997, Amelio was ousted by the board of directors after overseeing a
three-year record-low stock price and crippling financial losses. Jobs acted as the
interim CEO and began restructuring the company's product line; it was during this
period that he identified the design talent of Jonathan Ive, and the pair worked
collaboratively to rebuild Apple's status.

At the 1997 Macworld Expo, Jobs announced that Apple would join Microsoft to release
new versions of Microsoft Office for the Macintosh, and that Microsoft had made a $150
million investment in non-voting Apple stock. On November 10, 1997, Apple introduced
the Apple Online Store, which was tied to a new build-to-order manufacturing strategy.

On August 15, 1998, Apple introduced a new all-in-one computer reminiscent of

the Macintosh 128K: the iMac. The iMac design team was led by Ive, who would later
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Apple Inc.

design the iPod and the iPhone. The iMac featured modern technology and a unique
design, and sold almost 800,000 units in its first five months.

During this period, Apple completed numerous acquisitions to create a portfolio of digital
production software for both professionals and consumers. In 1998, Apple
purchased Macromedia's Key Grip software project, signaling an expansion into
the digital video editing market. The sale was an outcome of Macromedia's decision to
solely focus upon web development software. The product, still unfinished at the time of
the sale, was renamed "Final Cut Pro" when it was launched on the retail market in April
1999. The development of Key Grip also led to Apple's release of the consumer video-
editing product iMovie in October 1999. Next, Apple successfully acquired the German
company Astarte, which had developed DVD authoring technology, as well as Astarte's
corresponding products and engineering team in April 2000. Astarte's digital tool
DVDirector was subsequently transformed into the professional-oriented DVD Studio
Pro software product. Apple then employed the same technology to create iDVD for the
consumer market. In 2002, Apple purchased Nothing Real for their advanced
digital compositing application Shake, as well as Emagic for the music productivity
application Logic. The purchase of Emagic made Apple the first computer manufacturer
to own a music software company. The acquisition was followed by the development of
Apple's consumer-level GarageBand application. The release of iPhoto in the same
year completed the iLifesuite.

iPod

In October 2001, Apple introduced its first iPod portable digital audio player. The iPod
started as a 5 gigabyte player capable of storing around 1000 songs. Since then it has
evolved into an array of products including the Mini (now discontinued), the iPod Touch,
the Shuffle, the iPod Classic, the Nano, the iPhone and the iPad. Since March 2011, the
largest storage capacity for an iPod has been 160 gigabytes. Speaking to software
developers on June 6, 2005, Steve

Moving on from colored plastics and the PowerPC G3

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In early 2002, Apple unveiled a completely redesigned iMac, using the G4 processor
and LCD display. The new iMac G4 design had a white hemispherical base and a flat
panel all-digital display supported by a swiveling chrome neck. After several iterations
increasing the processing speed and screen sizes from 15" to 17" to 20" the iMac G4
was discontinued and replaced by the iMac G5 in the summer of 2004.

In 2002, Apple also released the Xserve 1U rack mounted server. Originally featuring
two G4 chips, the Xserve was unusual for Apple in two ways. It represented an earnest
effort to enter the enterprise computer market and it was also relatively cheaper than
similar machines released by its competitors. This was due, in no small part, to Apple's
use of Fast ATA drives as opposed to the SCSI hard drives used in traditional rack-
mounted servers. Apple later released the Xserve RAID, a 14 drive RAID which was,
again, cheaper than competing systems.

In mid-2003, Steve Jobs launched the Power Mac G5, based on IBM's G5 processor. Its
all-metal anodized aluminum chassis finished Apple's transition away from colored
plastics in their computers. Apple claims this was the first 64-bit computer sold to the
general public. The Power Mac G5 was also used by Virginia Tech to build its
prototype System X supercomputing cluster, which at the time garnered the prestigious
recognition of the third fastest supercomputer in the world. It cost only US$5.2 million to
build, far less than the previous No. 3 and other ranking supercomputers. Apple's
Xserves were soon updated to use the G5 as well. They replaced the Power Mac G5
machines as the main building block of Virginia Tech's System X, which was ranked in
November 2004 as the world's seventh fastest supercomputer.

A new iMac based on the G5 processor was unveiled August 31, 2004 and was made
available in mid-September. This model dispensed with the base altogether, placing the
CPU and the rest of the computing hardware behind the flat-panel screen, which is
suspended from a streamlined aluminum foot. This new iMac, dubbed the iMac G5, was
the world's thinnest desktop computer, measuring in at around two inches (around 5
centimeters).

2004, however, was a turning point for Apple. After creating a sizable financial base to
work with, the company began experimenting with new parts from new suppliers. As a
result, Apple was able to produce new designs quickly over a short amount of time, with
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Apple Inc.

the release of the iPod Video, then the iPod Classic, and eventually the iPod touch and
iPhone.

On April 29, 2005, Apple released Mac OS X v10.4 "Tiger" to the general public.

Apple's wildly successful PowerBook and iBook products relied on Apple's previous
generation G4 architecture which were produced byFreescale Semiconductor, a spin-off
from Motorola. Engineers at IBM had minimal success in making their PowerPC G5
processor consume less power and run cooler but not enough to run in iBook or
PowerBook formats. As of the week of October 24, 2005 Apple released the Power Mac
G5 Dual that features a Dual-Core processor. This processor contains two cores in one
rather than have two separate processors. Apple has also developed the Power Mac G5
Quad that uses two of the Dual-Core processors for enhanced workstation power and
performance. The new Power Mac G5 Dual cores run individually at 2.0 GHz or
2.3 GHz. The Power Mac G5 Quad cores run individually at 2.5 GHz and all variations
have a graphics processor that has 256-bit memory bandwidth.

Retail store expansion

Initially, the Apple Stores were only opened in the United States, but in late 2003, Apple
opened its first Apple Store abroad, in Tokyo's Ginza district. Ginza was followed by a
store in Osaka, Japan in August 2004. In 2005, Apple opened stores in Nagoya,
the Shibuya district of Tokyo, Fukuoka, and Sendai. Another store was opened
in Sapporo in 2006. Apple's first European store opened in London in November 2004,
and is currently the largest store. A store in the Bullring shopping centre
in Birmingham opened in April 2005, and the Bluewater shopping centre in Dartford,
Kent opened in July 2005. Apple opened its first store in Canada in the middle of 2005
at the Yorkdale Shopping Centre in North York, Toronto. Later on in 2005 Apple opened
the Meadowhall Store in Sheffield and the Trafford Centre Store in Manchester (UK).
Recent additions in the London area include the Brent Cross Apple Store (January
2006) and the Apple Store in Westfield in Shepherd's Bush (September 2008).

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Apple Inc.

Apple and "i" Web services

In 2000, Apple introduced its iTools service, a set of free web-based tools that included
an email account, internet greeting cards called iCards, a service called iReview that
gave internet users a place to read and write reviews of Web sites, and a tool called
KidSafe which promised to prevent children from browsing inappropriate portions of
the web. The latter two services were eventually canceled because of lack of success,
while iCards and email became integrated into Apple's .Mac subscription based service
introduced in 2002 and discontinued in mid-2008 to make way for the release of the
new MobileMe service, coinciding with the iPhone 3G release. MobileMe, which carried
the same US$99.00 annual subscription price as its .Mac predecessor, featured the
addition of "push" services to instantly and automatically send emails, contacts and
calendar updates directly to users' iPhone devices. Some controversy surrounded the
release of MobileMe services to users resulting in expected downtime and a
significantly longer release window. As a result of this, Apple extended the subscriptions
of existing MobileMe subscribers by an additional 30 days free-of-charge. At the WWDC
event in June 2011, Apple announced its most up to date cloud service, iCloud,
replacing MobileMe. This service kept most of the core services that MobileMe offered,
however dropping iDisk, Gallery, and iWeb. Additionally, it added a number of other
features to the group, including Find my Mac, iTunes Match, Photo Stream, Documents
& Data Backup, and iCloud backup for iOS devices. The service requires users to be
running iOS 5 and OS X 10.7 Lion.

iTunes Store

The iTunes Music Store was launched in April 2003, with 2 million downloads in the first
16 days. Music was purchased through the iTunes application, which was initially
Macintosh-only; in October 2003, support for Windows was added. Initially, the music
store was only available in the United States due to licensing restrictions.

In June 2004 Apple opened their iTunes Music Store in the United Kingdom, France,
and Germany. A European Union version opened October 2004 (actually,
a Eurozoneversion; not initially available in the Republic of Ireland due to the
intransigence of the Irish Recorded Music Association (IRMA) but eventually opened
Thursday January 6, 2005.) A version for Canada opened in December 2004. On May
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10, 2005, the iTunes Music Store was expanded to Denmark, Norway, Sweden,
and Switzerland.

On February 23, 2006, the iTunes Music Store sold its 1 billionth song. The iTunes
Music Store changed its name to iTunes Store on September 12, 2006 when it began
offering video content (TV shows and movies) for sale. Since iTunes' inception it has
sold over 2 billion songs, 1.2 billion of which were sold in 2006. Since downloadable TV
and movie content was added 50 million TV episodes and 1.3 million movies have been
downloaded.

In early 2010, Apple celebrated the 10 billionth song downloaded from the iTunes Music
Store.

Intel transition

In a keynote address on June 6, 2005, Steve Jobs officially announced that Apple would
begin producing Intel-based Macintosh computers beginning in 2006. Jobs confirmed
rumors that the company had secretly been producing versions of its current operating
system Mac OS X for both PowerPC and Intel processors over the past 5 years, and
that the transition to Intel processor systems would last until the end of 2007. Rumors of
cross-platform compatibility had been spurred by the fact that Mac OS X is based
onOpenStep, an operating system that was available for many platforms. In fact, Apple's
own Darwin, the open source underpinnings of Mac OS X, was also available for Intel's
x86 architecture.

On January 10, 2006, the first Intel-based machines, the iMac and MacBook Pro, were
introduced. They were based on the Intel Core Duo platform. This introduction came
with the news that Apple would complete the transition to Intel processors on all
hardware by the end of 2006, a year ahead of the originally quoted schedule.

200715: Success with mobile devices

iOS evolution: iPhone and iPad

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The first version of the iPhone became publicly available on June 29, 2007 in selected
countries/markets. It was another 12 months before the iPhone 3G became available on
July 11, 2008. Apple announced the iPhone 3GS on June 8, 2009, along with plans to
release it later in June, July, and August, starting with the U.S., Canada and major
European countries on June 19. This 12-month iteration cycle has continued with the
iPhone 4 model arriving in similar fashion in 2010, a Verizon model was released in
February 2011, and a Sprint model in October 2011, shortly after Jobs' death.

On February 10, 2011, the iPhone 4 was made available on both Verizon Wireless and
AT&T. Now two iPod types are multi-touch: the iPod nano and the iPod touch, a big
advance in technology. Apple TV currently has a 2nd generation model, which is 4 times
smaller than the original Apple TV. Apple has also gone wireless, selling a wireless
trackpad, keyboard, mouse, and external hard drive. Wired accessories are, however,
still available.

The Apple iPad was announced on January 27, 2010 with retail availability commencing
in April and systematically growing in markets throughout 2010. The iPad fits into
Apple's iOS product line, being twice the screen size of an iPhone without the phone
abilities. While there were initial fears of product cannibalisation the FY2010 financial
results released in Jan 2011 included commentary of a reverse 'halo' effect, where iPad
sales were leading to increased sales of iMacs and MacBooks.

Resurgence compared to Microsoft

Since 2005, Apple's revenues, profits, and stock price have grown significantly. On May
26, 2010 Apple's stock market value overtook Microsoft's, and Apple's revenues
surpassed those of Microsoft in the third quarter of 2010.After giving their results for the
first quarter of 2011 Microsoft's net profits of $5.2 billion were lower for the quarter than
those of Apple Inc., which earned $6 billion in net profit for the quarter. The late April
announcement of profits by the Five companies marks the first time in twenty years that
Microsoft's profits have been lower than Apple's.

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The Guardian (The Guardian is a British national daily newspaper) reported that one of
the reasons for the change is because PC software, where Microsoft dominates, has
become less important compared to the tablet PC and smartphone markets, where
Apple has a strong presence.

On March 2, 2011, Apple unveiled the iPad's second generation model, the iPad 2. Like
the 4th generation iPod Touch and iPhone, the iPad 2 comes with a front-facing camera
as well as a rear-facing camera, along with three new apps that utilize these new
features: Camera, FaceTime, and Photobooth (only on iPad2)

On August 24, 2011, Steve Jobs resigned from his position as CEO with Tim Cook
taking his place. On October 29, 2012, Apple announced structural changes to increase
collaboration between hardware, software and services. This involved the departure of
Scott Forstall, responsible for the launch of iOS (iPhone OS at the time of launch), who
was replaced with Craig Federighi as head of iOS and OS X teams.

The most notable short term difference of this restructuring was the launch of iOS 7, the
first version of the operating system to use a drastically different design to its
predecessors, headed by Jony Ive.

During this time, Apple released the iPhone 5, the first iPhone to have a screen larger
than 3.5", the iPod Touch 5, also with a 4" screen, the iPhone 5S with fingerprint
scanning technology in the form of Touch ID, and iPhone 6 and iPhone 6 Plus, with
screens at 4.7" and 5.5". They released the iPad 3rd generation with Retina Display,
followed by the iPad 4 just half a year later. The iPad Mini was announced alongside the
iPad 4th gen, and was the first to feature a smaller screen than 9.7". This was followed
by the iPad Mini 2 with Retina Display in 2013, alongside the iPad Air, a continuation of
the original 9.7" range of iPads, which was subsequently followed by the iPad Air 2 with
Touch ID in 2014. Apple also released various major Mac updates, including the
MacBook Pro with Retina Display, whilst also discontinuing the original MacBook range
for a short period, before reintroducing it in 2015 with various new features, a Retina
Display and a new design notably absent of ports other than USB-C. They also updated
the Mac Pro and iMac lines with a drastically different smaller/thinner, but more powerful
designs.

Created by: Alexandrescu Aurelian, Jitca Beniamin, Maftei Ervin, Negrus Bogdan
Andrei, Rotaru Teodor
Anul I, Grupa A3
Apple Inc.

On November 25, 2013, Apple acquired a company called PrimeSense. On May 28,
2014, Apple acquired Beats Electronics, producers of the popular Beats by Dre
headphone and speaker range, as well as streaming service Beats Music.

On September 9, 2014, Apple announced the Apple Watch, the first new product range
since the departure of Steve Jobs. The product cannot function beyond basic features
without being within Bluetooth or WiFi range to an iPhone, and contains basic
applications (many acting as a remote for other devices, such as a music remote, or a
control for an Apple TV) and fitness tracking. The Apple Watch received mixed reviews,
with critics suggesting that whilst the device showed promise, it lacked a clear purpose,
similar to many of the devices already on the market. The Apple Watch was released on
April 24, 2015.

On September 9, 2015, Apple announced the iPhone 6S and iPhone 6S Plus with 3D
Touch, the iPad Pro, and the fourth-generation Apple TV, along with the fourth-
generation iPad Mini.

Created by: Alexandrescu Aurelian, Jitca Beniamin, Maftei Ervin, Negrus Bogdan
Andrei, Rotaru Teodor
Anul I, Grupa A3