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109-470: Eighteen months after the release of the Macintosh , owners of Apple II and Apple III personal computers expressed frustration with the limited development of new features for these products. Seeking a commitment to ongoing support of utilities and software, users contacted Apple, published complaints in computer publications, and spoke out at public events such as MacWorld and other trade shows to ask for

218-636: A Mach kernel and BSD foundations, a virtualization layer for old Mac OS apps (codenamed Blue Box), and an implementation of NeXTSTEP APIs called OpenStep (codenamed Yellow Box). Apple open-sourced the core of Rhapsody as the Darwin operating system. After several developer previews, Apple also introduced the Carbon API, which provided a way for developers to more easily make their apps native to Mac OS X without rewriting them in Yellow Box. Mac OS X

327-517: A Primetime Emmy . In the 2000s, Apple continued to use successful marketing campaigns to promote the Mac line, including the Switch and Get a Mac campaigns. Apple's focus on design and build quality has helped establish the Mac as a high-end, premium brand. The company's emphasis on creating iconic and visually appealing designs for its computers has given them a "human face" and made them stand out in

436-481: A fanless design , the first ever on any MacBook Air. It also adds support for Wi-Fi 6 , USB4 / Thunderbolt 3 and Wide color (P3) . The M1 MacBook Air can only run one external display, unlike the previous Intel-based model that was capable of running two 4K displays. The FaceTime camera remains 720p but Apple advertises an improved image signal processor for higher quality video. The M1 MacBook Air received widespread positive reviews, with reviewers praising

545-520: A store-within-a-store that would better showcase Macs and their software and peripherals. According to Apple, the Mac's share of computer sales in those stores went from 3% to 14%. In November, the online Apple Store launched with built-to-order Mac configurations without a middleman. When Tim Cook was hired as chief operations officer in March 1998, he closed Apple's inefficient factories and outsourced Mac production to Taiwan. Within months, he rolled out

654-522: A "masterpiece." Before the Macintosh, high-tech marketing catered to industry insiders rather than consumers, so journalists covered technology like the "steel or automobiles" industries, with articles written for a highly technical audience. The Macintosh launch event pioneered event marketing techniques that have since become "widely emulated" in Silicon Valley , by creating a mystique about

763-464: A 1080p FaceTime Camera, a three-mic array with advanced beam-forming algorithms, a high-impedance headphone jack, four-speaker sound system with Spatial Audio, full height function keys, and a total of four finishes including Silver, Space Gray, Starlight (a silver-champagne gold color), and Midnight (a dark blue color). The Gold color has been discontinued and replaced by the Starlight color found with

872-559: A 120 GB HDD, and the micro-DVI video port was replaced by the Mini DisplayPort . The disk drive was also changed from a PATA drive to the faster SATA drive. The mid-2009 revision featured slightly higher battery capacity and a faster Penryn CPU. On October 20, 2010 , Apple released a redesigned 13.3-inch model with a tapered enclosure, higher screen resolution, improved battery, a second USB port, stereo speakers, and standard solid state storage . An 11.6-inch model

981-624: A Launchpad key. On June 11, 2012, Apple updated the line with Intel Ivy Bridge dual-core Core i5 and i7 processors, HD Graphics 4000, faster memory and flash storage speeds, USB 3.0 , an upgraded 720p FaceTime camera, and a thinner MagSafe 2 charging port. The standard memory was upgraded to 4 GB, with a maximum configuration of 8 GB. On June 10, 2013, Apple updated the line with Haswell processors, Intel HD Graphics 5000, and 802.11ac Wi-Fi. Storage started at 128 GB SSD, with options for 256 GB and 512 GB. The Haswell processors considerably improved battery life from

1090-460: A Mac program, HyperCard , whose cards store any information—text, image, audio, video—with the memex -like ability to semantically link cards together. HyperCard was released in 1987 and bundled with every Macintosh. In the late 1980s, Jean-Louis Gassée , a Sculley protégé who had succeeded Jobs as head of the Macintosh division, made the Mac more expandable and powerful to appeal to tech enthusiasts and enterprise customers. This strategy led to

1199-558: A crowded market. Apple has long made product placements in high-profile movies and television shows to showcase Mac computers, like Mission: Impossible , Legally Blonde , and Sex and the City . Apple is known for not allowing producers to show villains using Apple products. Its own shows produced for the Apple TV+ streaming service feature prominent use of MacBooks. The Mac is known for its highly loyal customer base. In 2022,

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1308-569: A display cutout incorporating a 1080p webcam. The Mac Studio with M2 Max and M2 Ultra chips and the Mac Pro with M2 Ultra chip was unveiled at WWDC 2023, and the Intel-based Mac Pro was discontinued on the same day, completing the Mac transition to Apple silicon chips. The Mac Studio was received positively as a modest upgrade over the previous generation, albeit similarly priced PCs could be equipped with faster GPUs. However,

1417-410: A few leads in this network, and quickly realized the power that this network had to speed product information, updates, and support to people, using much less effort than the standard method – the U.S. Mail – would have allowed. AUGC produced promotional videos for Apple products. In April 2012, PandoDaily included Leanse as one of the top 5 tech marketers. In the article she is attributed as being

1526-421: A future path. Furthermore, as Macintosh users sought more direct means of learning about innovations and capabilities of the Mac and its software (in 1985, standards for customer support depended primarily on written/mailed correspondence) Macintosh users began ask Apple and software providers for faster access to technical and usability information, as well as upgrades. Apple CEO John Sculley responded by creating

1635-454: A last-ditch attempt to fend off Windows, Apple yielded and started a Macintosh clone program, which allowed other manufacturers to make System 7 computers. However, this only cannibalized the sales of Apple's higher-margin machines. Meanwhile, Windows 95 was an instant hit with customers. Apple was struggling financially as its attempts to produce a System 7 successor had all failed with Taligent, Star Trek , and Copland , and its hardware

1744-402: A magnetic latch that secures the lid elegantly. The design language of consumer Macs shifted again from colored plastics to white polycarbonate with the introduction of the 2001 Dual USB "Ice" iBook . To increase the iBook's durability, it eliminated doors and handles, and gained a more minimalistic exterior. Ive attempted to go beyond the quadrant with Power Mac G4 Cube , an innovation beyond

1853-450: A menu. However, hampered by its high price of $ 9,995 (equivalent to $ 33,000 in 2023) and lack of available software, the Lisa was commercially unsuccessful. Parallel to the Lisa's development, a skunkworks team at Apple was working on the Macintosh project. Conceived in 1979 by Jef Raskin , Macintosh was envisioned as an affordable, easy-to-use computer for the masses. Raskin named

1962-813: A merger of NeXTSTEP and Mac OS as the foundation of Apple's new operating system strategy. At the time, Jobs only served as advisor, and Amelio was released in July 1997. Jobs was formally appointed interim CEO in September, and permanent CEO in January 2000. To continue turning the company around, Jobs streamlined Apple's operations and began layoffs. He negotiated a deal with Bill Gates in which Microsoft committed to releasing new versions of Office for Mac for five years, investing $ 150 million in Apple, and settling an ongoing lawsuit in which Apple alleged that Windows had copied

2071-415: A miniaturized design with a glossy dark gray cylindrical body and internal components organized around a central cooling system. Tech reviewers praised the 2013 Mac Pro for its power and futuristic design; however, it was poorly received by professional users, who criticized its lack of upgradability and the removal of expansion slots. The iMac was refreshed with a 5K Retina display in 2014, making it

2180-508: A new ERP system and implemented just-in-time manufacturing principles. This practically eliminated Apple's costly unsold inventory, and within one year, Apple had the industry's most efficient inventory turnover. Jobs's top priority was "to ship a great new product". The first is the iMac G3 , an all-in-one computer that was meant to make the Internet intuitive and easy to access. While PCs came in functional beige boxes, Jony Ive gave

2289-437: A new MacBook Air with Amber Lake processors, a 13.3-inch Retina display with a resolution of 2560×1600 pixels, Touch ID , and two combination USB-C 3.1 Gen 2/ Thunderbolt 3 ports plus one audio jack . The screen displays 48% more color, and the bezels are 50% narrower than the previous generation and occupies 17% less volume. Thickness was reduced to 15.6 mm (0.61 in) and weight to 1.25 kilograms (2.76 pounds). It

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2398-745: A new standardized computing platform, which led to the creation of the PowerPC processor architecture, and the Taligent operating system. In 1992, Apple introduced the Macintosh Performa line, which "grew like ivy" into a disorienting number of barely differentiated models in an attempt to gain market share. This backfired by confusing customers, but the same strategy soon afflicted the PowerBook line. Michael Spindler continued this approach when he succeeded Sculley as CEO in 1993. He oversaw

2507-463: A new world: the early roots of the World Wide Web . Through connected BBS networks , Arpa and Darpanet , The WELL , Usenet , and other systems, thousands of Apple users around the world were sharing information and support with each other and using their collective knowledge to make the most of their Apple systems. These pioneering users began to experiment with information-sharing through

2616-695: A position for a "User Group Evangelist" charged with realigning Apple with its active user community through communication and identification of mutually-beneficial product development. In September 1985, Apple established the Apple User Group Connection ( AUGC ) in response to input from users in community User Groups including Boston Computer Society and Berkeley Macintosh Users Group , along with user communities within educational, science, and business organizations. Ellen Petry Leanse, an Apple employee since November 1981, became Apple's first user evangelist in September 1985. Her charter

2725-511: A problem with stuck keys and letters being skipped or repeated. iFixit attributed this to the ingress of dust or food crumbs under the keys, jamming them. Since the Butterfly keyboard was riveted into the laptop's case, it could only be serviced at an Apple Store or authorized service center . Apple settled a $ 50m class-action lawsuit over these keyboards in 2022. These same models were afflicted by "flexgate": when users closed and opened

2834-509: A program to repair affected keyboards free of charge. Higher-end models of the 15-inch 2018 MacBook Pro faced another issue where the Core i9 processor reached unusually high temperatures, resulting in reduced CPU performance from thermal throttling. Apple issued a patch to address this issue via a macOS supplemental update, blaming a "missing digital key" in the thermal management firmware. The 2019 16-inch MacBook Pro and 2020 MacBook Air replaced

2943-534: A refreshed M3 MacBook Air in both 13-inch and 15-inch sizes. This model retains the same design as the M2 MacBook Air but adds support for two external displays when the lid is closed. macOS Sequoia , the current release of macOS, will work with Wi-Fi and graphics acceleration on unsupported MacBook Air computers (except for the 2018 and 2019 models) with a compatible patch utility. The MacBook Air 2018 and 2019 models are not able to be patched because of

3052-484: A strengthened hinge instead of a mechanical latch to keep it closed, ports on the sides rather than on the back, and the first laptop with built-in Wi-Fi . It became the best selling laptop in the U.S. during the fourth quarter of 1999. The professional-oriented Titanium PowerBook G4 was released in 2001, becoming the lightest and thinnest laptop in its class, and the first laptop with a wide-screen display; it also debuted

3161-480: A thinner "Butterfly" keyboard, and replaced function keys with the Touch Bar . The Touch Bar was criticized for making it harder to use the function keys by feel, as it offered no tactile feedback. Many users were also frustrated by the need to buy dongles , particularly professional users who relied on traditional USB-A devices, SD cards , and HDMI for video output. A few months after its release, users reported

3270-415: Is a line of laptop computers developed and manufactured by Apple since 2008. It features a thin, light structure in a machined aluminum case and currently either a 13-inch or 15-inch screen. The MacBook Air's lower prices relative to the larger, higher performance MacBook Pro have made it Apple's entry-level notebook since the discontinuation of the original MacBook line in 2011. The MacBook Air

3379-578: Is free of toxic chemicals like mercury , bromide , and PVC , and with smaller packaging. The enclosures of the iMac and unibody MacBook Pro were redesigned with the more recyclable aluminum and glass. On February 24, 2011, the MacBook Pro became the first computer to support Intel's new Thunderbolt connector, with two-way transfer speeds of 10 Gbit/s, and backward compatibility with Mini DisplayPort . Due to deteriorating health, Steve Jobs resigned as CEO on August 24, 2011, and Tim Cook

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3488-705: The IBM PC in 1981, its sales surpassed the Apple II. In response, Apple introduced the Lisa in 1983. The Lisa's graphical user interface was inspired by strategically licensed demonstrations of the Xerox Star . Lisa surpassed the Star with intuitive direct manipulation , like the ability to drag and drop files, double-click to launch applications, and move or resize windows by clicking and dragging instead of going through

3597-472: The Mac transition to Intel processors , because the operating system had been developed for both architectures since the beginning. PowerPC apps run using transparent Rosetta emulation, and Windows boots natively using Boot Camp . This transition helped contribute to a few years of growth in Mac sales. After the iPhone 's 2007 release, Apple began a multi-year effort to bring many iPhone innovations "back to

3706-463: The MacBook Air and MacBook Pro laptops, and the iMac , Mac Mini , Mac Studio , and Mac Pro desktops. Macs are sold with the macOS operating system, which is not licensed to other manufacturers and exclusively bundled with Mac computers. Jef Raskin conceived the Macintosh project in 1979, which was usurped and redefined by Apple co-founder Steve Jobs in 1981. The original Macintosh

3815-533: The Rosetta 2 translation layer, and iOS and iPadOS apps distributed via the App Store . These Mac models come equipped with high-speed Thunderbolt 4 or USB 4 connectivity, with speeds up to 40 Gbit/s. Apple silicon Macs have custom integrated graphics rather than graphics cards. MacBooks are recharged with either USB-C or MagSafe connectors, depending on the model. Apple sells accessories for

3924-643: The SD card slot. On March 8, 2022, the Mac Studio was unveiled, also featuring the M1 Max chip and the new M1 Ultra chip in a similar form factor to the Mac Mini. It drew highly positive reviews for its flexibility and wide range of available ports. Its performance was deemed "impressive", beating the highest-end Mac Pro with a 28-core Intel Xeon chip, while being significantly more power efficient and compact. It

4033-533: The StyleWriter printer and the Newton PDA. These changes were meant to refocus Apple's engineering, marketing, and manufacturing efforts so that more care could be dedicated to each product. Jobs also stopped licensing Mac OS to clone manufacturers, which had cost Apple ten times more in lost sales than it received in licensing fees. Jobs made a deal with the largest computer reseller, CompUSA , to carry

4142-457: The computer tower in a professional desktop far smaller than the Power Mac. The Cube failed in the market and was withdrawn from sale after one year. However, Ive considered it beneficial, because it helped Apple gain experience in complex machining and miniaturization. The development of a successor to the old Mac OS was well underway. Rhapsody had been previewed at WWDC 1997, featuring

4251-418: The desktop publishing market, turning the Macintosh from an early let-down into a notable success. Levy called desktop publishing the Mac's "Trojan horse" in the enterprise market, as colleagues and executives tried these Macs and were seduced into requesting one for themselves. PageMaker creator Paul Brainerd said: "You would see the pattern. A large corporation would buy PageMaker and a couple of Macs to do

4360-463: The iPhone 4 . iPhone-like multi-touch technology was progressively added to all MacBook trackpads, and to desktop Macs through the Magic Mouse , and Magic Trackpad . The 2010 MacBook Air added an iPad-inspired standby mode, "instant-on" wake from sleep, and flash memory storage. After criticism by Greenpeace, Apple improved the ecological performance of its products. The 2008 MacBook Air

4469-405: The iTunes Store , iPod , iPhone , iPad , and the 2007 renaming from Apple Computer Inc. to Apple Inc. By January 2007, the iPod was half of Apple's revenues. New Macs include the white "Sunflower" iMac G4 . Ive designed a display to swivel with one finger, so that it "appear[ed] to defy gravity". In 2003, Apple released the aluminum 12-inch and 17-inch PowerBook G4 , proclaiming the "Year of

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4578-595: The iWork office suite. Serlet and Tevanian were both initiating the secret project asked by Steve Jobs to propose to Sony executives, in 2001, to sell Mac OS X on Vaio laptops. They showed them a demonstration at a golf party in Hawaii , with the most expensive Vaio laptop they could have acquired. But due to bad timing, Sony refused, arguing their Vaio sales just started to grow after years of difficulties. With PowerPC chips falling behind in performance, price, and efficiency, Steve Jobs announced in 2005

4687-438: The 13-inch model received a processor speed increase from 1.6 GHz to 1.8 GHz. The 2017 model remained available for sale after Apple launched the next generation in 2018. It was discontinued in July 2019. Before its discontinuation it was Apple's last notebook with USB Type-A ports, a non- Retina display (TN 6-bit color panel), a user-upgradable SSD, and a backlit rear Apple logo. On October 30, 2018, Apple released

4796-403: The 14" and 16" MacBook Pro notebooks released on October 26, 2021, such as a thinner, lighter, flat chassis with 20% less volume than the previous MacBook Air. Other features include MagSafe 3, which also supports fast charging up to 50% in 30 minutes with a 67W or greater power adapter, a taller 13.6" Liquid Retina display with 500 nits max brightness (25% brighter than the previous MacBook Air),

4905-561: The Afterburner card for faster video encoding. Almost every part of the new Mac Pro is user-replaceable, with iFixit praising its high user-repairability. It received positive reviews, with reviewers praising its power, modularity, quiet cooling, and Apple's increased focus on professional workflows. In April 2018, Bloomberg reported Apple's plan to replace Intel chips with ARM processors similar to those in its phones, causing Intel's shares to drop by 9.2%. The Verge commented on

5014-805: The American Customer Satisfaction Index gave the Mac the highest customer satisfaction score of any personal computer, at 82 out of 100. In that year, Apple was the fourth largest vendor of personal computers, with a market share of 8.9%. Apple outsources the production of its hardware to Asian manufacturers like Foxconn and Pegatron . As a highly vertically integrated company developing its own operating system and chips, it has tight control over all aspects of its products and deep integration between hardware and software. All Macs in production use ARM -based Apple silicon processors and have been praised for their performance and power efficiency. They can run Intel apps through

5123-400: The Apple silicon-based Mac Pro was criticized for several regressions, including memory capacity and a complete lack of CPU or GPU expansion options. A 15-inch MacBook Air was also introduced, and is the largest display included on a consumer-level Apple laptop. The MacBook Pro was updated on October 30, 2023, with updated M3 Pro and M3 Max chips using a 3 nm process node, as well as

5232-557: The Internet's appeal to consumers, 32% of iMac buyers had never used a computer before, and 12% were switching from PCs. The iMac reestablished the Mac's reputation as a trendsetter: for the next few years, translucent plastic became the dominant design trend in numerous consumer products. Apple knew it had lost its chance to compete in the Windows-dominated enterprise market, so it prioritized design and ease of use to make

5341-470: The Lisa, with a mouse and a more intuitive graphical interface, at a quarter of the Lisa's price. Upon its January 1984 launch, the first Macintosh was described as "revolutionary" by The New York Times . Sales initially met projections, but dropped due to the machine's low performance, single floppy disk drive requiring frequent disk swapping, and initial lack of applications. Author Douglas Adams said: "But what I (and I think everybody else who bought

5450-418: The Mac Pro, Apple executives admitted in 2017 that the 2013 Mac Pro had not met expectations, and said that the company had designed themselves into a "thermal corner", preventing them from releasing a planned dual-GPU successor. Apple also unveiled their future product roadmap for professional products, including plans for an iMac Pro as a stopgap and an expandable Mac Pro to be released later. The iMac Pro

5559-519: The Mac became a "digital hub" and centerpiece with several new applications. In October 1999, the iMac DV gained FireWire ports, allowing users to connect camcorders and easily create movies with iMovie ; the iMac gained a CD burner and iTunes , allowing users to rip CDs, make playlists, and burn them to blank discs. Other applications include iPhoto for organizing and editing photos, and GarageBand for creating and mixing music and other audio. The digital lifestyle strategy entered other markets, with

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5668-420: The Mac more appealing to average consumers, and even teens. The "Apple New Product Process" was launched as a more collaborative product development process for the Mac, with concurrent engineering principles. From then, product development was no longer driven primarily by engineering and with design as an afterthought. Instead, Ive and Jobs first defined a new product's "soul", before it was jointly developed by

5777-512: The Mac", including multi-touch gesture support, instant wake from sleep, and fast flash storage . At Macworld 2008, Jobs introduced the first MacBook Air by taking it out of a manila envelope, touting it as the "world's thinnest notebook". The MacBook Air favors wireless technologies over physical ports, and lacks FireWire , an optical drive , or a replaceable battery. The Remote Disc feature accesses discs in other networked computers. A decade after its launch, journalist Tom Warren wrote that

5886-499: The Mac's interface. In exchange, Apple made Internet Explorer the default Mac browser. The deal was closed hours before Jobs announced it at the August 1997 Macworld. Jobs returned focus to Apple. The Mac lineup had been incomprehensible, with dozens of hard-to-distinguish models. He streamlined it into four quadrants, a laptop and a desktop each for consumers and professionals. Apple also discontinued several Mac accessories, including

5995-492: The Mac's transition from Motorola 68000 series to PowerPC and the release of Apple's first PowerPC machine, the well-received Power Macintosh . Many new Macintoshes suffered from inventory and quality control problems. The 1995 PowerBook 5300 was plagued with quality problems, with several recalls as some units even caught fire. Pessimistic about Apple's future, Spindler repeatedly attempted to sell Apple to other companies, including IBM, Kodak, AT&T, Sun, and Philips. In

6104-686: The Mac, including the Studio Display and Pro Display XDR external monitors, the AirPods line of wireless headphones, and keyboards and mice such as the Magic Keyboard , Magic Trackpad , and Magic Mouse . Macs run the macOS operating system, which is the second most widely used desktop OS according to StatCounter . Macs can also run Windows , Linux , or other operating systems through virtualization , emulation, or multi-booting . MacBook Air The MacBook Air

6213-519: The Mac, the Apple M1 , and a series of Macs that would ship with the M1: the MacBook Air , Mac Mini , and the 13-inch MacBook Pro . These new Macs received highly positive reviews, with reviewers highlighting significant improvements in battery life, performance, and heat management compared to previous generations. The iMac Pro was discontinued on March 6, 2021. On April 20, 2021, a new 24-inch iMac

6322-480: The MacBook Air during Apple’s keynote address at the 2008 Macworld conference on January 15, 2008. The first MacBook Air was a 13.3-inch model, initially promoted as the world's thinnest notebook at 1.9 cm (0.75 in) (a previous record holder, 2005's Toshiba Portege R200, was 1.98 cm (0.78 in) high). It featured a custom Intel Merom CPU and Intel GMA GPU which were 40% smaller than

6431-412: The MacBook Air had "immediately changed the future of laptops", starting the ultrabook trend. OS X Lion added new software features first introduced with the iPad , such as FaceTime , full-screen apps, document autosaving and versioning, and a bundled Mac App Store to replace software install discs with online downloads. It gained support for Retina displays , which had been introduced earlier with

6540-483: The Macintosh to lose its chance at becoming the dominant personal computer platform. Though senior management demanded high-margin products, a few employees disobeyed and set out to create a computer that would live up to the original Macintosh's slogan, "[a] computer for the rest of us", which the market clamored for. In a pattern typical of Apple's early era, of skunkworks projects like Macintosh and Macintosh II lacking adoption by upper management who were late to realize

6649-526: The Notebook". With the Microsoft deal expiring, Apple also replaced Internet Explorer with its new browser, Safari . The first Mac Mini was intended to be assembled in the U.S., but domestic manufacturers were slow and had insufficient quality processes, leading Apple to Taiwanese manufacturer Foxconn . The affordably priced Mac Mini desktop was introduced at Macworld 2005, alongside the introduction of

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6758-413: The bundled Remote Disc software to access the drive of another computer wirelessly that has the program installed. The MacBook Air also did not include a FireWire port, Ethernet port, line-in , nor a Kensington Security Slot . On October 14, 2008, a new model was announced with a low-voltage Penryn processor and Nvidia GeForce graphics. Storage capacity was increased to a 128 GB SSD or

6867-400: The butterfly keyboard with a Magic Keyboard design similar to that initially found in the 2019 16-inch MacBook Pro. On November 10, 2020, Apple announced the MacBook Air with an Apple-designed M1 processor, launched alongside an updated Mac Mini and 13-inch MacBook Pro as the first Macs with Apple's new line of custom ARM -based Apple silicon processors. The device incorporates

6976-410: The company newsletter. The next year you'd come back and there would be thirty Macintoshes. The year after that, three hundred." In late 1985, Bill Atkinson, one of the few remaining employees to have been on the original Macintosh team, proposed that Apple create a Dynabook , Alan Kay's concept for a tablet computer that stores and organizes knowledge. Sculley rebuffed him, so he adapted the idea into

7085-526: The company's profit margins, and Macintoshes were priced far above entry-level MS-DOS compatible computers. Steven Levy said that though Macintoshes were superior, the cheapest Mac cost almost twice as much as the cheapest IBM PC compatible. Sculley also resisted licensing the Mac OS to competing hardware vendors, who could have undercut Apple on pricing and jeopardized its hardware sales, as IBM PC compatibles had done to IBM. These early strategic steps caused

7194-569: The company, he launched the Think different ad campaign, positioning the Mac as the best computer for "creative people who believe that one person can change the world". The campaign featured black-and-white photographs of luminaries like Albert Einstein , Gandhi , and Martin Luther King Jr. , with Jobs saying: "if they ever used a computer, it would have been a Mac". The ad campaign was critically acclaimed and won several awards, including

7303-456: The computer after his favorite type of apple, the McIntosh . The initial team consisted of Raskin, hardware engineer Burrell Smith , and Apple co-founder Steve Wozniak . In 1981, Steve Jobs was removed from the Lisa team and joined Macintosh, and was able to gradually take control of the project due to Wozniak's temporary absence after an airplane crash . Under Jobs, the Mac grew to resemble

7412-599: The decisions to switch to fragile Butterfly keyboards, to make the Mac Pro non-expandable, and to remove USB-A, HDMI and the SD card slot from the MacBook Pro were criticized. The long-standing keyboard issue on MacBook Pros, Apple's abandonment of the Aperture professional photography app, and the lack of Mac Pro upgrades led to declining sales and a widespread belief that Apple was no longer committed to professional users. After several years without any significant updates to

7521-536: The discontinuation of the white MacBook around the same time. The mid-2011 models were upgraded with Sandy Bridge dual-core Intel Core i5 and i7 processors, Intel HD Graphics 3000, backlit keyboards, Thunderbolt , and Bluetooth was upgraded to v4.0 . Maximum storage options were increased up to 256 GB. This revision also replaced the Expose (F3) key with a Mission Control key, and the Dashboard (F4) key with

7630-597: The early UGC contributors have gone on to be real creators and contributors in their own rights. NASA's Dave Lavery , through his work with Apple User Groups within NASA and the Jet Propulsion Lab , was an active influencer of the User Group Connection's early progress. The early days of Leanse's role aligned her with Apple's passionate user group community and gave her an eye-opening window into

7739-414: The fast performance and long battery life. On June 6, 2022, during the 2022 Worldwide Developers Conference (WWDC) , Apple announced their second-generation processor, called M2, with an improved performance versus the previous M1 processor. The first computer to receive this new chip was a radically redesigned MacBook Air. The latest MacBook Air was redesigned away from the tapered body in 2022 to match

7848-444: The highest-resolution all-in-one desktop computer. The MacBook was reintroduced in 2015, with a completely redesigned aluminum unibody chassis, a 12-inch Retina display, a fanless low-power Intel Core M processor, a much smaller logic board, a new Butterfly keyboard, a single USB-C port, and a solid-state Force Touch trackpad with pressure sensitivity. It was praised for its portability, but criticized for its lack of performance,

7957-467: The iMac a radical and futuristic design, meant to make the product less intimidating. Its oblong case is made of translucent plastic in Bondi blue , later revised with many colors. Ive added a handle on the back to make the computer more approachable. Jobs declared the iMac would be "legacy-free", succeeding ADB and SCSI with an infrared port and cutting-edge USB ports. Though USB had industry backing, it

8066-485: The introduction of the iPhone 13 in 2021. On June 5, 2023, during the 2023 Worldwide Developers Conference (WWDC) , Apple announced the new 15-inch display size option for the M2 MacBook Air lineup, with the advanced six-speaker sound system along with the major technical features such as 1080p FaceTime camera and MagSafe charging. Ordering the 15-inch MacBook Air started on June 5, with the general availability having started on June 13. On March 4, 2024, Apple announced

8175-469: The last. Apple acquired NeXT on December 20, 1996, returning its co-founder, Steve Jobs. NeXT had developed the mature NeXTSTEP operating system with strong multimedia and Internet capabilities. NeXTSTEP was also popular among programmers, financial firms, and academia for its object-oriented programming tools for rapid application development . In an eagerly anticipated speech at the January 1997 Macworld trade show, Steve Jobs previewed Rhapsody ,

8284-475: The latest MacBook Pro models and upgraded to the M2 processor. The new model was given a larger 13.6-inch screen and brought back MagSafe , now the third iteration of Apple's magnetic laptop charger ports. This complete redesign features a dramatically thinner, flat design, doing away with the familiar wedge shape chassis that MacBook Air was most known for having. The new MacBook Air takes on hardware design cues from

8393-531: The machine in the early days) fell in love with was not the machine itself, which was ridiculously slow and underpowered, but a romantic idea of the machine. And that romantic idea had to sustain me through the realities of actually working on the 128K Mac." Most of the original Macintosh team left Apple, and some followed Jobs to found NeXT after he was forced out by CEO John Sculley . The first Macintosh nevertheless generated enthusiasm among buyers and some developers, who rushed to develop entirely new programs for

8502-444: The machine, they would risk progressively damaging the cable responsible for the display backlight , which was too short. The $ 6 cable was soldered to the screen, requiring a $ 700 repair. Senior Vice President of Industrial Design Jony Ive continued to guide product designs towards simplicity and minimalism. Critics argued that he had begun to prioritize form over function, and was excessively focused on product thinness. His role in

8611-515: The marketing, engineering, and operations teams. The engineering team was led by the product design group, and Ive's design studio was the dominant voice throughout the development process. The next two Mac products in 1999, the Power Mac G3 (nicknamed "Blue and White") and the iBook , introduced industrial designs influenced by the iMac, incorporating colorful translucent plastic and carrying handles. The iBook introduced several innovations:

8720-553: The need to use adapters to use most USB peripherals, and a high starting price of $ 1,299 (equivalent to $ 1,700 in 2023). In 2015, Apple started a service program to address a widespread GPU defect in the 15-inch 2011 MacBook Pro , which could cause graphical artifacts or prevent the machine from functioning entirely. The Touch Bar MacBook Pro was released in October 2016. It was the thinnest MacBook Pro ever made, replaced all ports with four Thunderbolt 3 (USB-C) ports, gained

8829-464: The pioneer of online community . In 2014 Leanse was a keynote speaker on the history of online communities at community management and education platform CMX Hub’s inaugural CMX Summit conference. Macintosh Mac is a family of personal computers designed and marketed by Apple since 1984. The name is short for Macintosh (its official name until 1999), a reference to a type of apple called McIntosh . The current product lineup includes

8938-485: The platform, including PageMaker , MORE , and Excel . Apple soon released the Macintosh 512K with improved performance and an external floppy drive. The Macintosh is credited with popularizing the graphical user interface, Jobs's fascination with typography gave it an unprecedented variety of fonts and type styles like italics, bold, shadow, and outline. It is the first WYSIWYG computer, and due in large part to PageMaker and Apple's LaserWriter printer, it ignited

9047-414: The previous generation, and the models were capable of 9 hours on the 11-inch model and 12 hours on the 13-inch model; a team of reviewers exceeded expected battery life ratings during their test. In March 2015, the models were refreshed with Broadwell processors, Intel HD Graphics 6000, Thunderbolt 2, and faster storage and memory. The 11-inch model was discontinued in October 2016. In 2017,

9156-427: The product and giving an inside look into its creation. Apple took a new "multiple exclusives" approach regarding the press, giving "over one hundred interviews to journalists that lasted over six hours apiece", and introduced a new "Test Drive a Macintosh" campaign. Apple's brand, which established a "heartfelt connection with consumers", is cited as one of the keys to the Mac's success. After Steve Jobs's return to

9265-536: The projects' merit, this once-renegade project was actually endorsed by senior management following market pressures. In 1990 came the Macintosh LC and the more affordable Macintosh Classic , the first model under $ 1,000 (equivalent to $ 2,300 in 2023). Between 1984 and 1989, Apple had sold one million Macs, and another 10 million over the following five years. In 1991, the Macintosh Portable

9374-514: The rumors, that such a decision made sense, as Intel was failing to make significant improvements to its processors, and could not compete with ARM chips on battery life. At WWDC 2020, Tim Cook announced that the Mac would be transitioning to Apple silicon chips, built upon an ARM architecture, over a two-year timeline. The Rosetta 2 translation layer was also introduced, enabling Apple silicon Macs to run Intel apps. On November 10, 2020, Apple announced their first system-on-a-chip designed for

9483-486: The same components as the 2019 MacBook Pro . A test found that the 256 GB SSD in the 2019 model has a 35% lower read speed than the 256 GB SSD in the 2018 model, though the write speed is slightly faster. Updated models were released in March 2020 with Ice Lake Intel Core i3, i5 and i7 processors, updated graphics, support for 6K output to run the Pro Display XDR and other 6K monitors, and replaced

9592-552: The standard M3 chip in a refreshed iMac and a new base model MacBook Pro. Reviewers lamented the base memory configuration of 8 GB on the standard M3 MacBook Pro. In March 2024, the MacBook Air was also updated to include the M3 chip. In October 2024, several Macs were announced with the M4 series of chips, including the iMac, a redesigned Mac Mini, and the MacBook Pro; all of which included 16 GB of memory as standard. The MacBook Air

9701-433: The standard chip package. It also featured an anti-glare LED backlit TN 6-bit color panel display , a full-size keyboard, and a large trackpad that responded to multi-touch gestures such as pinching, swiping, and rotating. The MacBook Air was the first subcompact notebook offered by Apple after the 12" PowerBook G4 discontinued in 2006. It was also Apple's first computer with an optional solid-state drive . It

9810-550: The successful 1989 release of the Macintosh II , which appealed to power users and gave the lineup momentum. However, Gassée's "no-compromise" approach foiled Apple's first laptop , the Macintosh Portable , which has many uncommon power user features, but is almost as heavy as the original Macintosh at twice its price. Soon after its launch, Gassée was fired. Since the Mac's debut, Sculley had opposed lowering

9919-586: The unreliable Butterfly keyboard with a redesigned scissor-switch Magic Keyboard. On the MacBook Pros, the Touch Bar and Touch ID were made standard, and the Esc key was detached from the Touch Bar and returned to being a physical key. At WWDC 2019, Apple unveiled a new Mac Pro with a larger case design that allows for hardware expandability, and introduced a new expansion module system (MPX) for modules such as

10028-466: The web – ARPANET , The WELL , Bulletin board systems , etc. The idea was for Apple to share information with its user community as a direct channel, rather than through the more traditional support and distribution channels. It was groundbreaking work that pioneered much of what is possible and done today through social networks and other online communities. Leanse grew and ran the group through 1990 when she left Apple to focus on her personal life. Many of

10137-406: Was also upgraded with 16 GB for the same price. The original Macintosh was marketed at Super Bowl XVIII with the highly acclaimed "1984" ad, directed by Ridley Scott . The ad alluded to George Orwell 's novel Nineteen Eighty-Four , and symbolized Apple's desire to "rescue" humanity from the conformity of computer industry giant IBM . The ad is now considered a "watershed event" and

10246-478: Was available in three finishes, silver, space gray, and gold. Unlike the previous generation, this model could not be configured with an Intel Core i7 processor. The base 2018 model came with 8 GB of 2133 MHz LPDDR3 RAM, 128 GB SSD, Intel Core i5 processor (1.6 GHz base clock, with Turbo up to 3.6 GHz) with Intel UHD Graphics 617. Apple released updated models in July 2019 with True Tone display technology and an updated butterfly keyboard using

10355-415: Was introduced alongside the Studio Display , and was meant to replace the 27-inch iMac, which was discontinued on the same day. At WWDC 2022 , Apple announced an updated MacBook Air based on a new M2 chip. It incorporates several changes from the 14-inch MacBook Pro, such as a flat, slab-shaped design, full-sized function keys, MagSafe charging, and a Liquid Retina display, with rounded corners and

10464-400: Was introduced in January 2008 as a premium ultraportable with a 13.3-inch screen and a full-size keyboard , and was promoted as the world's thinnest notebook, opening a laptop category known as the ultrabook family. With its slim design, it attracted attention for not including an optical disc drive , and having fewer ports than was typical for laptops at the time. Steve Jobs introduced

10573-600: Was introduced, offering reduced cost, weight, battery life, and performance relative to the 13.3-inch model, but better performance than typical netbooks of the time. Both 11-inch and 13-inch models had an analog audio output/headphone minijack supporting Apple earbuds with a microphone. The 13-inch model received a SDXC-capable SD Card slot. Solid-state storage was made standard, and later revisions added Intel Core i5 or i7 processors and Thunderbolt . On July 20, 2011, Apple released updated models, which also became Apple's entry-level notebooks due to lowered prices and

10682-579: Was launched in January 1984, after Apple's "1984" advertisement during Super Bowl XVIII . A series of incrementally improved models followed, sharing the same integrated case design. In 1987, the Macintosh II brought color graphics, but priced as a professional workstation and not a personal computer. Beginning in 1994 with the Power Macintosh , the Mac transitioned from Motorola 68000 series processors to PowerPC . Macintosh clones by other manufacturers were also briefly sold afterwards. The line

10791-583: Was named as his successor. Cook's first keynote address launched iCloud , moving the digital hub from the Mac to the cloud. In 2012, the MacBook Pro was refreshed with a Retina display, and the iMac was slimmed and lost its SuperDrive . During Cook's first few years as CEO, Apple fought media criticisms that it could no longer innovate without Jobs. In 2013, Apple introduced a new cylindrical Mac Pro , with marketing chief Phil Schiller exclaiming "Can't innovate anymore, my ass!". The new model had

10900-507: Was publicly unveiled in January 2000, introducing the modern Aqua graphical user interface, and a far more stable Unix foundation, with memory protection and preemptive multitasking . Blue Box became the Classic environment , and Yellow Box was renamed Cocoa . Following a public beta , the first version of Mac OS X, version 10.0 Cheetah , was released in March 2001. In 1999, Apple launched its new "digital lifestyle" strategy of which

11009-450: Was ready to abandon Microsoft Office for Mac, which would have slashed any remaining business appeal the Mac had. Gil Amelio , Spindler's successor, failed to negotiate a deal with Gates. In 1996, Spindler was succeeded by Amelio, who searched for an established operating system to acquire or license for the foundation of a new Macintosh operating system. He considered BeOS , Solaris, Windows NT, and NeXT's NeXTSTEP , eventually choosing

11118-506: Was refreshed in 1998 with the launch of iMac G3 , reinvigorating the line's competitiveness against commodity IBM PC compatibles . Macs transitioned to Intel x86 processors by 2006 along with new sub-product lines MacBook and Mac Pro. Since 2020, Macs have transitioned to Apple silicon chips based on ARM64 . In the late 1970s, the Apple II became one of the most popular computers, especially in education. After IBM introduced

11227-459: Was replaced with the smaller and lighter PowerBook 100 , the first laptop with a palm rest and trackball in front of the keyboard. The PowerBook brought $ 1 billion of revenue within one year, and became a status symbol. By then, the Macintosh represented 10% to 15% of the personal computer market. Fearing a decline in market share, Sculley co-founded the AIM alliance with IBM and Motorola to create

11336-529: Was revealed at WWDC 2017, featuring updated Intel Xeon W processors and Radeon Pro Vega graphics. In 2018, Apple released a redesigned MacBook Air with a Retina display, Butterfly keyboard, Force Touch trackpad, and Thunderbolt 3 USB-C ports. The Butterfly keyboard went through three revisions, incorporating silicone gaskets in the key mechanism to prevent keys from being jammed by dust or other particles. However, many users continued to experience reliability issues with these keyboards, leading Apple to launch

11445-452: Was revealed, featuring the M1 chip, seven new colors, thinner white bezels, a higher-resolution 1080p webcam, and an enclosure made entirely from recycled aluminum. On October 18, 2021, Apple announced new 14-inch and 16-inch MacBook Pros , featuring the more powerful M1 Pro and M1 Max chips, a bezel-less mini-LED 120 Hz ProMotion display, and the return of MagSafe and HDMI ports, and

11554-479: Was stagnant. The Mac was no longer competitive, and its sales entered a tailspin. Corporations abandoned Macintosh in droves, replacing it with cheaper and more technically sophisticated Windows NT machines for which far more applications and peripherals existed. Even some Apple loyalists saw no future for the Macintosh. Once the world's second largest computer vendor after IBM, Apple's market share declined precipitously from 9.4% in 1993 to 3.1% in 1997. Bill Gates

11663-466: Was still absent from most PCs and USB 1.1 was only standardized one month after the iMac's release. He also controversially removed the floppy disk drive and replaced it with a CD drive. The iMac was unveiled in May 1998, and released in August. It was an immediate commercial success and became the fastest-selling computer in Apple's history, with 800,000 units sold before the year ended. Vindicating Jobs on

11772-466: Was the last Mac to use a PATA storage drive, and the only one with an Intel CPU. To conserve on space, it uses the 1.8 inch drive used in the iPod Classic instead of the typical 2.5-inch drive. It was Apple's first notebook since the PowerBook 2400c without a built-in removable media drive. To read optical disks, users could either purchase an external USB drive such as Apple's SuperDrive or use

11881-448: Was to address the frustration directed at Apple from the Apple II and Apple III installed base - individuals, business people, government officials and education leaders from around the world who had come to feel abandoned by Apple as it turned its attention to the Macintosh. Ellen Petry Leanse's work in the UGC guided her to establish Apple's first connection with users via the early roots of

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