Unknown founder. In addition to Steve jobs and Steve Wozniak, Apple has the third co-founder — Ronald Wayne, a former colleague of Steve jobs at Atari. He sold a 10 percent stake in the company three months after its creation for $800 and owned equipment Apple until 2011, when at a conference he was presented with iPad 2. Wayne retired after working in less well-known technology companies and now is mainly engaged in collecting.
Document on the sale of shares for $800 with the signatures of Wozniak, jobs and Wayne Photo: Bloomberg
“Devilish” amount. The first Apple computer — Apple I — retail cost $666,66 per share (taking into account inflation today this amount would have amounted to approximately $2.8 thousand). The company co-founder Steve Wozniak later had to explain that no religious motive in the price tag with Steve jobs laid a “devilish” amount formed from the cost of the device ($500), trade margins ($167) and love Wozniak to duplicate the figures. In 2014, one of 50 Apple I from the first batch was bought at auction by the Henry Ford Museum for nearly $1 million.
The first Apple I computer Photo: AP
Biting the logo. The famous Apple logo in 1977, invented the designer Rob Janoff, at that time art Director of the Agency Regis MacKenna. Depicting a bitten Apple, he decided to beat the term byte (unit of information and at the same time the verb “to bite”). In later interviews the designer complained that he had not been worthy, in his opinion, the thanks of Apple for the work done.
After the first Ford. IPO Apple in 1980 was the largest in the USA for 24 years — from the moment the auto giant Ford: 4.6 million shares were sold out within a few minutes, the company’s capitalization reached $1.8 billion, and about 300 people became dollar multimillionaires.
Advertising dystopia. During a break in the final of the super bowl 1984 Apple introduced its most famous in the history of the commercial “1984” that the company has removed the famous Director Ridley Scott. Budget 60-second video of dystopia amounted to high $700 thousand But the video paid for itself — it quickly gained cult status, got the Grand Prix of the Cannes film festival and has collected numerous other awards, but at the expense of multiple screening in the evening show brought Apple free airtime in Prime time cost $150 million.
Promotional video Apple 1984
100 turtlenecks. His trademark style is black turtleneck, Levis 501 jeans and New Balance sneakers Steve jobs has created with Japanese designer Miyake Esteem. In the mid-1980s that provided the Apple founder over one hundred identical turtlenecks. The idea of a personal uniform jobs was born out of his desire to come up with a universal style for all of Apple’s employees — following the example of the Japanese Sony Corporation.
Arrogant CEO. Steve jobs went down in history not only as the Creator of the great technological products, but also as an eccentric and a tough Manager. In the biography of the entrepreneur described the scene of the interview, in which jobs asked the candidates the most inconsiderate questions — for example, whether they had sexual experience and did drugs just to get them out of their comfort zone and understand quickly whether they know how to cope with stress.
Steve jobs, 1993 Photo: AP
iPod and bubbles. At the meeting with the developers of the first model of iPod Steve jobs for a long time urged subordinates to make a prototype of the device even more compact, but they insisted, and so “reinventing the invention”. Then the founder of Apple suddenly dropped the gadget into the aquarium. When to surface a few bubbles, jobs said: “See, the inside still got empty space. Go and do it less.”
The first iPod (center) Photo: AP
Effect Jobs. Almost 117 times from $3 billion to $350 billion — has increased Apple’s market capitalization since the return of Steve jobs to the company in 1997 and the death of the founder of Apple in October 2011. Revenue for the same period increased more than 15 times — from $7.1 billion to $108,2 bn.
Salary in dollar. Since 1997, when Steve jobs returned as Apple CEO, he received a symbolic salary of $1 a year. This did not prevent the founder of the company to remain a member of the list of billionaires according to Forbes: he owned major stakes in Apple and Disney.
Apple in persons
Calculator for Apple. Apple cofounder Steve Wozniak developed the Apple I computer in the garage of Steve jobs. To Finance the production of the first series of devices that he sold his HP scientific calculator for $500, and before the Apple IPO in 1980 gave 800 thousand of its shares to other key employees, unfairly, in his opinion, bypassed the equity participation in the capital.
Steve Wozniak with his invention, next the jobs ‘ 1976 Photo: DPA/TACC
The first investor. The first investor in Apple was an ex-Intel employee Mike Host, which in 1976 he invested in the company $250,000 and received about 30% of the shares. Already at the time of the Apple IPO in 1980, its share was estimated at more than $200 million Definitively whether Coverage came from the shareholders of the company today, is unknown. In different positions he worked at Apple until 1997 and left the company after returning to the post of CEO Steve jobs.
Home design. Iconic Apple designer Jonny Ive prior to joining the company has worked on the design of many products from microwave ovens to toothbrushes. One of his first projects in 1989 was the design of the toilet, bidet and sink, but the project of a young Quince was not accepted by the customer because of too high cost. In 1992, Ive joined Apple in 1997, became senior Vice President of industrial design, and in 2015-m — a Director of the company.
Designer Jonny Ive and engineer Jon Rubinstein with the first iMac, 1999 Photo: AP
Bonuses Cook. More than $64 million worth stake in Tim cook, CEO of Apple can sell to 2016 (from 2011 when cook took over as CEO, the paper was under the limit agreement with the company). Another of the same pack would be released from the restrictions in 2021 if cook will continue to lead the business. Salary and bonuses earned him another $10.3 million in fiscal year 2015.
Tim Cook Photo: Bloomberg
The driver of growth. Corporate raider Carl ican 2013 is attacking the market with a loud allegations of underestimation by investors of Apple stock — according to his latest statement, Apple’s market capitalization should reach $1.4 trillion. He has long lobbied for the improvement of the program share buyback from $100 billion to $150 billion, while Apple itself has not raised the bar to $200 billion.
On the pillow of the cache. Apple continues to accumulate and the already impressive cache of pillow: according to recent quarterly reports (October—December 2015) the company is cash reserves in the amount of about $216 billion of These funds would be enough to buy Uber, Xiaomi, eBay, Twitter, Snapchat, Airbnb, SpaceX and Pinterest combined.
Closer to a trillion. In February 2015 the first of the Apple public companies struck the bar capitalization of $700 billion in the Spring of the same year, the indicator at the peak exceeded $764 billion, analysts predictedthat the company will take the milestone of $1 trillion. Since then, Apple’s market capitalization, however, decreased to the range of $500-600 billion, and in early February 2016 Apple day even ceded the title of most expensive public companies in the world Alphabet — new head structure Google.
The most lucrative. The last three months of 2015 has brought Apple a record profit in the history of public companies is $18.4 billion, with the iPhone maker beat its own record of a year ago.
Generosity to shareholders. Since 2012, when Apple launched a large-scale campaign of share repurchases, the company has spent on dividends and share repurchases $153 billion In company plans — to return to shareholders $200 billion by the end of March 2017.
Debt loop. Apple’s total debt in February rose by $12 billion and reached $75 billion By the rating Agency Moody’s, until the end of 2017, taking into account the company’s plans to repurchase shares and pay dividends, Apple’s debt burden could exceed $100 billion For comparison: the similar indicator parent company Google, Alphabet holding company, at the end of 2015 amounted to $5.2 billion.
The value of the brand. Analysts Interbrand in 2013, the Apple brand for the first time became the most expensive in the world, ahead of the permanent first leader Coca-Cola. Then the cost is $98,3 billion In the latest ranking of Interbrand 2015 Apple strengthened leadership. The brand has already reached $170.2 billion
Chinese expansion. In 2015 China has overtaken Europe to become the second to the Apple market by volume after the us. Only in the fourth fiscal quarter of the company’s revenue in China grew twice and reached $12.2 billion In America and Europe during the same period, incomes have grown much slower — at 2 and 10%, respectively.
Planet iPhone. Since 2007, Apple has sold worldwide 886,6 million iPhones, conventionally, each eighth inhabitant of the planet. However, the main competitor of Apple — South Korea’s Samsung — the same amount of smartphones shipped to vendors in less than three years.
The enemy partner. Despite competition from Samsung in the smartphone market and the numerous patent wars, Apple continues to work closely with the South Korean company in terms of production of components: Samsung as of end-2015 was produced to 70% of processors A9, which are used in the sixth generation of the iPhone, as well as in the new model iPhone SE.
Google comes. In 2014, the number of devices with Android operating system from Google for the first time surpassed the number of iOS gadgets. Android took 44.6% of the market, and the operating system from Apple — 44,2%. In March 2015 for the first time, Android surpassed iOS and the advertising revenue: accounted for 45,8% of global revenue from ads on mobile devices, on iOS is 45.4%.
Turn 2 thousand for the Release of new flagship iPhone always causes a stir, customers in the queue in front of Apple stores days before the release. At launch the iPhone 6 before Apple salon in new York, are lined up record of all 1,9 thousand people, and two lucky persons, who were the first, have sold their place for $2.5 thousand each.
First buyer of iPhone 6
Retentive Siri. All users say the virtual assistant Siri, Apple records, analyzes and stores for two years. However, three-quarters of this time, the information “non-identifiable”, i.e. data are not linked to particular users.
Apple: offline and online
The company stores. Apple started to develop its own network of Apple stores in 2001, with two points in Virginia and California. Today the company stores of the company operate in 18 countries, the network has expanded to 463 points. And the competition for jobs at the Apple Store in Manhattan in 2009 was higher than for places at Harvard: 200 seats claimed 10,000 candidates, we have an Apple was to cut 98% of applicants. To Harvard that year is not generated 93% of applying students.
The opening of the first Apple store in California in 2001 Photo: REUTERS 2016
Work for millions. Apple believes that the App store has created 2.6 million jobs worldwide (1.4 million in the U.S. and China and 1.2 million in Europe). This includes application developers, software entrepreneurs and workers in related IT areas.
The office is like a spaceship. By 2017, Apple needs to move to a new headquarters in Cupertino. $5 billion has created the office of sir Norman foster: the campus area of 260 thousand sq m, similar to the spaceship that will accommodate about 13 thousand employees. Around on the area of 71 hectares will accommodate a whole Apple Park.
Apple CEO Tim cook shows the design of the headquarters of the company in Cupertino at the presentation Photo: AP
The Apple with the wheel. In September 2015 it became known that Apple is developing its own car. The project, code named Titan already has over 600 engineers under the leadership of chief designer jony Ive. The product can be on the market by 2019.
The Triumph Of Facebook. The Facebook app is the most downloaded app in the history of the App store (in the top 5 also includes two applications belonging to the social network of Mark Zuckerberg — the Facebook Messenger and Instagram). The most grossing app in the Apple store strategy Clash of Clans. The game is free to download, and the monetization occurs through in-app purchases. Revenue the Finnish developer of the best seller, the Studio Supercell, in 2015 increased by 30% and reached $2.3 billion.
Technology and innovation
Creating the market. In 2010, Apple’s first major technology companies to launch serial production of tablet PCs, though the development of this gadget at various times was involved in almost all key market players. In the same year its tablet unveiled the Samsung — and de facto in the world formed a new market niche, analysts IDC even had to introduce the term “tablet computer”. In 2015, the album has sold 207 million tablets, with Apple, at first occupying more than half of the market share shrank to a quarter, and Samsung — up to 14% due to the growth of Amazon and Chinese manufacturers.
The Apple Substitution. In 2012, Apple began transferring production of the Macbook from China to USA. The company has embarked on the import substitution of their assembling and their return to America. This trend, which was followed by many companies from USA, in 2014 has brought the country more than 60 thousand new jobs.
Competitors behind. Its first gadget in the category of “wearable device” Apple introduced in April 2015 — it were “smart” watch Apple Watch. By the end of the year, the company took over 50% of the global market for smart watches with sales of 11.6 million units, despite the fact that I was not a pioneer, Samsung, Sony and other manufacturers have begun sales of the Apple Watch counterparts for six months to a year before Apple.
Apple Watch Photo: Bloomberg
A billion gadgets. In January 2016 Apple CEO Tim cook announced that the number of actively used devices companies around the world for the first time exceeded 1 billion — we are talking about iPhone, iPad, Mac, Apple Watch, iPod Touch, and Apple TV that at least once in the previous 90 days was connected to the online services Apple.
Apple vs all
The tax deficiency. According to recent research, Citizens for Justice and the US Public Interest Research Group, in 2014, Apple has held in offshore more profits than any other American company — $to 181.1 billion, in order not to pay taxes on this money in the United States. Because of this, the U.S. Treasury lost $59,2 billion in tax revenue. The authorities have accused the company that it keeps money in offshore and avoid paying taxes.
The scandal in China. 14 Chinese workers at Foxconn, where Apple devices, committed suicide in 2010 because of unbearable working conditions. Check the Apple has confirmed that some of its Assembly plants in China violated the corporate rules of the labour code. In 2014 the company was again accused of violating labour standards in China. In particular, the Pegatron plant came to light the exploitation of child labor and 12-hour length shifts.
Workers at Foxconn’s plant, 2010 Photo: REUTERS 2016
Mouth Snowden. Edward Snowden’s revelations have affected Apple in 2013: the magazine Der Spiegel published a portion of classified NSA documents, which showed that U.S. intelligence agencies mass spying on users of gadgets from leading technology companies, including Apple.
The war with the FBI. More than 5,000 requests from U.S. authorities with a demand to disclose personal data of the users got Apple in the first half of 2015 (the latest public company data). The peak of the confrontation of the company with the U.S. government reached in February 2016, when the district court of California ordered Apple to crack iPhone terrorist Sayed Farouk in accordance with the request of the FBI. Apple has contested the decision, and in late March it became clear that the FBI gained access to data without the help of a smartphone manufacturer.