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Breaking news from Cupertino. We’ll give you the latest from Apple headquarters and decipher fact from fiction from the rumor mill.

AAPL company Apple Park

AAPL is a computer company that became the most successful smartphone company in the world.

AAPL defined by Apple

Here’s how Apple defines itself:

Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch, and Apple TV. Apple’s five software platforms — iOS, iPadOS, macOS, watchOS, and tvOS — provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay, and iCloud. Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it.

Key AAPL history

From Apple I to iMac

Apple was founded in 1976 by Steve Jobs (Steve), Steve Wozniak (Woz), and (briefly) Ronald Wayne as a business partnership: Apple Computer Company. The following year it became Apple Computer, Inc. The company’s first product was the Apple I, a personal computer hand-built by Woz and sold in part-completed kit form. The Apple II and Apple III followed.

The modern Apple as we know it today began in 1983, with the launch of the first personal computer with a graphical user interface, the Lisa. Way too expensive to succeed, it was replaced by the Macintosh in 1984, launched with the single showing of a Ridley Scott commercial during the Super Bowl. The Macintosh transformed the world’s understanding of what a computer was, and would eventually lead to Microsoft adopting the GUI approach.

Steve Jobs and then Apple-CEO John Scully fell out in 1985, when Steve wanted to focus on the Macintosh while Scully wanted to put more attention on the Apple II, which was still selling well. That led to Steve being forced out of the company and going off to form NeXT.

Apple focused on selling Macintosh models at the highest possible margins, but would eventually fall foul of a mix of unsustainable pricing in the face of competition from Windows machines, and an overly complex product lineup. By 1996, the company was in trouble, and in 1997 Steve was brought back, along with the NeXT operating system, which would eventually form the basis of Mac OS X.

Steve simplified the Mac lineup and had industrial designer Jony Ive work on a whole new look for a consumer desktop Mac, the colorful iMac. The iMac, like the original Macintosh, again changed the world’s understanding of what a computer was, and who should want one.

From Apple Computer, Inc. to Apple, Inc.

In 2001, Apple launched the iPod. Although this wasn’t the first mp3 player, it was massively better than anything on the market at the time, and succeeded in turning a geeky piece of technology into a consumer electronics product with mass-market appeal.

The success of the iPod paved the way into other mobile devices. Apple was working on what would eventually become the iPad, when Steve realized that this was the basis of a smartphone. He diverted the team’s work into this, to launch the iPhone in 2007. The iPad launched later, in 2010.

The iPhone was yet another transformational product. While most other smartphones of the time were clunky devices with a keyboard and stylus, the iPhone was a sleek-looking device operated with a finger, and so simple that no user guide was needed. It was with the launch of the iPhone that Apple Computer, Inc. was renamed to Apple, Inc.

From Intel to Apple Silicon

While the iPhone, iPad, Apple Watch, and more are made with Apple-designed processors, the Mac lineup has historically relied on third-party companies for its CPUs. Over the years, Macs progressed from Motorola 680000 series chips through PowerPC to Intel.

In 2020, Apple began a two-year transition to the final stage in that journey, with Macs too finally getting Apple-designed chips. The first such is the M1 chip, used in the latest Mac mini, MacBook Air, and 13-inch MacBook Pro. Other Apple Silicon Macs will follow.

AAPL today

Apple is one of the largest companies in the world. It was the first publicly traded company to hit a trillion-dollar valuation in 2018, and the first to reach $2 trillion in 2020.

The company’s product lineup includes five different Mac families (MacBook Air, MacBook Pro, iMac, Mac Pro, and Mac mini); four iPad ranges (iPad mini, iPad, iPad Air, iPad Pro); four iPhone 12 models (12, 12 mini, 12 Pro, 12 Pro Max); three main Apple Watch models (SE, Series 3, Series 6); as well as other products, including Apple TV, AirPods, and HomePod mini.

In addition to hardware sales, Apple derives a growing proportion of its income from Services, including the App Store, iCloud, Apple Music, and Apple Pay.

Apple’s Advanced Manufacturing Fund awards $410M to II-VI, supporting 700 US jobs

Apple's Advanced Manufacturing Fund II-VI

Apple’s Advanced Manufacturing Fund has provided a further $410M to optical tech company II-VI (formerly known as Finisar), following an initial advance of $390M back in 2017. The company makes the vertical cavity lasers used in the TrueDepth camera system for Face ID.

Apple says that the payment will help to support more than 700 jobs across four US states …

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M1 iMac likely to see Apple become market leader in AIO PCs

M1 iMac likely to lead AIO market

Apple’s launch of the 24-inch M1 iMac is likely to see the company become the market leader in All-In-One (AIO) PCs this year, according to a new market intelligence report. Apple is set to overtake HP partly due to the appeal of the all-new iMac, but also in part due to Apple’s advantage in the chip supply chain.

HP achieved its success in AIO PCs through a combination of a good range of sizes, stylish design, and extremely affordable pricing …

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Emails show Apple’s internal debate over showing ads in the App Store

Apple has slowly been expanding the amount of advertising in the App Store, first with Search Ads in results, and more recently with an ad slot in the “Suggested” area of the App Store Search tab. New emails made public as part of the Apple vs. Epic legal battle, seen by 9to5Mac, offer a look at Apple’s internal debate over whether or not to roll out ads to the App Store.

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Ex-Apple employee who allegedly leaked trade secrets about Project X refutes allegations

Back in March, Apple filed a lawsuit against its former materials lead, Simon Lancaster for allegedly stealing trade secrets about “Project X,” leaking them to the media, and more. Now Lancaster has formally filed his response and while he denies the primary allegations of leaking company secrets, he does admit to talking to a specific reporter while at Apple and asking for “favorable” stories of a start-up.

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New emails show Steve Jobs referred to Facebook as ‘Fecebook’ amid App Store conflict

New documents brought to light as part of the Apple vs. Epic legal battle offer interesting details on the history of the relationship between Facebook and Apple. The documents, revealed by Epic Games and first spotted by CNBC, show that the relationship between Apple and Facebook has been strained since as far back as 2011.

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Apple highlights partnership with Huston-Tillotson HBCU, providing scholarships, devices, and more

Apple has shared more about its recent partnership to help support Historically Black Colleges and Universities (HBCUs), this time with Huston-Tillotson University. With a multi-year program, Apple is offering scholarships, hardware, software, as well as professional development to help support the next generation of Black male educators.

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AAPL up almost 3% in pre-market trading before falling back after market opening

AAPL up almost 3 percent before falling back

AAPL was up almost 3% in pre-market trading, following the company’s blockbuster earnings report for calendar Q1/fiscal Q2. The boost was short-lived, however, quickly falling to less than 1% at the time of writing.

Apple reported record-breaking Q2 2021 earnings of $89.6B, up a staggering 54% year-on-year. Analysts had been expecting big things from the quarter, but nothing like the numbers Apple achieved …

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Worldwide smartphone growth of 27% highlights exceptional iPhone sales

Exceptional iPhone sales

New smartphone intelligence data puts into perspective the exceptional iPhone sales Apple reported yesterday as part of a true blockbuster of a quarter.

Worldwide smartphone shipments grew by 27% in the first quarter of the year according to the latest Canalys data. The market intelligence company said that total shipments across all brands hit 347M units …

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Apple (AAPL) reports record Q2 2021 earnings: $89.6 billion in revenue, up 54% YOY


Apple (AAPL) has officially reported its earnings for fiscal Q2 2021, covering the months of January, February, and March. For the quarter, Apple reported $89.6 billion in revenue and profit of $23.6 billion. This compares to the revenue of $58.3 billion and profit of $11.25 billion the company posted for the same quarter last year.

Apple touts that both Mac and Services categories have hit new all-time records for quarterly revenue. Overall revenue is a record for the March quarter. Apple’s gross margin for the quarter was 42.5 percent.

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Epic Games lawsuit: Academics from Harvard, Stanford, UCL, and more testify against Apple

Epic Games lawsuit expert arguments

The Epic Games lawsuit continues in the form of written testimony ahead of the trial next month. Epic has presented expert arguments from a number of academics from prestigious colleges as it makes its antitrust case against Apple. In particular, the experts took issue with Apple’s claim that the primary role of the App Store was to protect users.

The academics make the case that it’s possible to have a monopoly on access to iOS apps despite the existence of a competing smartphone platform; that Apple gives its own apps an unfair advantage; that security of apps is just a pretext for blocking competing app stores; that Apple’s cut reduces app sales; and more…

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Scott Forstall deposition in Epic vs Apple case focuses on early days of the iPhone and App Store

Ahead of the Epic vs Apple trial officially kicking off next week, Epic Games today has released transcripts of depositions it held with current and former Apple executives. While the Eddy Cue deposition revealed details about Apple bringing iMessage to Android, Scott Forstall’s deposition proivdes an interesting look at the early days of the iPhone’s development.

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