Apple

It was January 2008, and Steve Jobs had just pulled the MacBook Air out of a manila envelope onstage at Macworld. Within minutes, Windows PC executives everywhere lost their minds. They grabbed the nearest office envelope, tried to shove in their plastic laptops, and tore straight through the paper. Engineers were summoned. Assistants were dispatched […]

It’s 1989. To play a video, listen to a song, or show photos on a desktop computer requires bolting on expensive hardware, built by a different company, using different software. There are no standards, no portability, no sharing. Tyler Peppel, Apple product marketer: It should have been a natural area for Apple to be in, […]

Fifty years ago, on April 1st, 1976, Apple Computer Company was founded. Today it’s one of the most valuable companies in the world, celebrated for producing ubiquitous products like the iPad and iPhone to now-nostalgia bait like the iPod Mini and PowerBook. Over the last five decades, the company has seen ups and downs but […]

In 2025, Patrick McGee published Apple in China: The Capture of the World’s Greatest Company, a deeply-reported look at the tech giant’s investment in – and growing reliance on – China. The following excerpt, pulled from Chapter 9 of Apple in China, examines the company’s relationship with Foxconn, today the infamous builder of iPhones. Foxconn […]

When you think of Apple, you probably think of the iPhone, or maybe the Mac, or perhaps you’ve got fond memories of the iPod. But Apple’s 50-year run of creating tech products that people fall in love with – sometimes a lot of people, sometimes just a hardy few – would never have happened if […]

“I’m pleased to report to you that Apple’s back on track.” It was May of 1998, and Steve Jobs was about 10 months into his second stint leading the company he’d cofounded more than two decades earlier. (It was also a bit more than a decade after that company forced him out.) Jobs took the […]