Apple Product Teardown

History:

• Apple Reinvents the Phone with iPhone JANUARY 9, 2007
• Apple Introduces the New iPhone 3G JUNE 9, 2008
• Apple Presents iPhone 4 JUNE 7, 2010
• Apple Introduces iPhone 5 SEPTEMBER 12, 2012
• Apple Introduces iPhone 5c—The Most Colorful iPhone Yet SEPTEMBER 10, 2013
• Apple Announces iPhone 5s—The Most Forward-Thinking Smartphone in the World SEPTEMBER 10, 2013
• Apple Introduces iPhone 6s & iPhone 6s Plus SEPTEMBER 9, 2015
• Apple Introduces iPhone SE — The Most Powerful Phone with a Four-inch Display MARCH 21, 2016
• Apple introduces iPhone 7 & iPhone 7 Plus SEPTEMBER 7, 2016
• iPhone at ten: the revolution continues JANUARY 8, 2017
• iPhone 8 and iPhone 8 Plus: A new generation of iPhone SEPTEMBER 12, 2017
• The future is here: iPhone X SEPTEMBER 12, 2017

Adoption:

• Sales of iPhone models at lunch:
  • September 10, 2007—Apple today announced it sold its one millionth iPhone yesterday, just 74 days after its introduction on June 29
  • June 22, 2009—Apple today announced that it has sold over one million iPhone 3GS models through Sunday, June 21, the third day after its launch
  • June 28, 2010—Apple today announced that it has sold over 1.7 million of its iPhone 4 through Saturday, June 26, just three days after its launch on June 24
  • October 17, 2011— Apple today announced it has sold over four million of its new iPhone 4S, just three days after its launch on October 14
  • September 24, 2012—Apple today announced it has sold over five million of its new iPhone 5, just three days after its launch on September 21
  • September 23, 2013―Apple today announced it has sold a record-breaking nine million new iPhone 5s and iPhone 5c models, just three days after the launch of the new iPhones on September 20
  • September 22, 2014— Apple today announced it has sold over 10 million new iPhone 6 and iPhone 6 Plus models, a new record, just three days after the launch on September 19.
  • September 28, 2015 — Apple today announced it has sold more than 13 million new iPhone® 6s and iPhone 6s Plus models, a new record, just three days after launch
• Apple also said it hit a milestone of 1.2 billion iPhones sold.
• The company said iPhone sales rose 1.6 percent to 41.03 million in the third quarter ended July 1
• But a lower average iPhone selling price of $606, well below Wall Street expectations of $621, caused iPhone revenue to come in at $24.8 billion, below expectations of $25.5 billion.
• CIRP’s research, which analyzes the first 30 days of iPhone X sales, shows that the device accounted for roughly 30 percent of total iPhone sales. The iPhone 8 and iPhone 8 Plus combined counted for around 40 percent of sales, with the former coming in at around 23 percent and the latter around 17 percent.
• Global Apple iPhone sales from 3rd quarter 2007 to 4th quarter 2017 (in million units
• Share of smartphone shipments worldwide from 2012 to 2016, by vendor

Future Plans:

• “With the introduction of iPhone ten years ago, we revolutionized the mobile phone with Multi-Touch. iPhone X marks a new era for iPhone — one in which the device disappears into the experience.”

Relevant Acquisitions and Investments:

• Gipsy Moth Studios
  • Application localization
•  Anobit, Acquisition $500M
  • DECEMBER 2011 – Apple has bought Israel’s Anobit, a maker of flash storage technology, for up to $500 million, the Calcalist financial daily reported on Tuesday
  • DECEMBER 2011 – In addition to the acquisition, Apple will also open a research and development centre in Israel, its first outside the United States, Calcalist said
  • JANUARY 2012 – Apple bought Anobit for two reasons: its flash memory controllers are a key component of all Apple’s leading products (from iPads and iPhones to MacBook Airs), and in one fell swoop it just added a large team of chip engineers to payroll.
• P.A. Semi, Acquisition $278M
  • APRIL 2008 – The decision to center the iPhone design around a chip that Apple could own marks a significant strategic choice by Apple Chief Executive Steve Jobs Steve Jobs , and is aimed at ensuring Apple can continue to differentiate its flagship phone as a raft of competitors flood the market. According to a source affiliated with the chip company, Jobs and Senior Vice President Tony Fadell led the tiny group of executives who spearheaded the acquisition, which included negotiations that took place in Jobs’ home.
  • FEBRUARY 2016 – When Srouji joined Apple, the company had a group of about 40 engineers working on integrating chips from various vendors into the iPhone. That grew by about 150 people in April 2008, after Apple acquired a Silicon Valley chip startup called P.A. Semi, which had a power-efficient semiconductor design.
• Polar Rose, Acquisition $29M
  • SEPTEMBER 2010 – Polar Rose, a Malmö, Sweden startup which built a very interesting facial recognition programme which hooked into Facebook photos, has been bought by Apple, according to Swedish media.
  • SEPTEMBER 2010 – But it now looks like Polar Rose’s technology it poised to enter the Mac and the iPhone.
  • SEPTEMBER 2010 – We have now confirmed that although we were close, the actual figure was closer to $29 million.
• AuthenTec, Acquisition $356M
  • JULY 2012 – Apple announced today that it has bought AuthenTec, maker of a wide variety of security solutions, for around $356 million.
  • JULY 2012 – While Apple’s most likely use of AuthenTec’s technology will be in the iPhone and iPad, its product lines have plenty of room to beef up security. And as more Mac and iOS security vulnerabilities come to light, Apple will need a new way to maintain its security reputation.
• PrimeSense, Acquisition $350M
  • NOVEMBER 2013 – Apple buys Israeli 3D sensor outfit PrimeSense for a reported $350M
  • SEPTEMBER 2017 – Perhaps it’s no surprise that the systems should be similar; PrimeSense, which worked with Microsoft to produce the original Kinect, was eventually bought by Apple in 2013.
• Corning, Investment $200M
  • MAY 2017 – Gorilla Glass maker Corning gets $200 million from Apple’s US manufacturing investment fund
• Finisar, Investment $390M
  • MAY 2017 – Apple invests $390 million in TrueDepth component maker Finisar

History:

• Apple Launches iPad JANUARY 27, 2010
• Apple Launches iPad 2 MARCH 2, 2011
• Apple Launches New iPad MARCH 7, 2012
• Apple Introduces iPad mini OCTOBER 23, 2012
• Apple Announces iPad Air—Dramatically Thinner, Lighter & More Powerful iPad OCTOBER 22, 2013
• iPad mini with Retina Display Available Starting Today NOVEMBER 12, 2013
• Apple Introduces iPad Air 2—The Thinnest, Most Powerful iPad Ever OCTOBER 16, 2014
• Apple Introduces iPad Pro Featuring Epic 12.9-inch Retina Display SEPTEMBER 9, 2015
• Apple Introduces 9.7-inch iPad Pro MARCH 21, 2016
• Apple introduces 10.5-inch iPad Pro, updates 12.9-inch model JUNE 5, 2017

Adoption:

• Sales on launch:
  • April 5, 2010—Apple today announced that it sold over 300,000 iPads in the US as of midnight Saturday, April 3
  • June 22, 2010—Apple today announced that it sold its three millionth iPad yesterday, just 80 days after its introduction in the US.
  • March 19, 2012―Apple today announced it has sold three million of its incredible new iPad, since its launch on Friday, March 16
  • November 5, 2012—Apple today announced it has sold three million iPads in just three days since the launch of its new iPad mini and fourth generation iPad
• Global Apple iPad sales from 3rd fiscal quarter of 2010 to 4th fiscal quarter of 2017 (in million units)
• Over 350 million iPads have been sold since 2010
• At the beginning of 2012, the iPad was the leader of the tablet market as Apple’s iPad accounted for almost 60 percent of total global tablet shipments.
• The company has seen its share decrease over the years due to increasing competition from Samsung and Lenovo and in the fourth quarter of 2016 held only 24.7 percent of the market share. Despite the decline, Apple still remains a market leader, considering both main competitors still have less than 20 percent of the share each.

Future Plans:

• “We’ve got some exciting things coming on iPad and I’m optimistic about where things are headed,” said Apple CEO Tim Cook. “Customer satisfaction is through the roof. iPad Pro at 99%. So I see a lot of good things and hope for better results.”
• So Apple’s path will not lead them down the direction of touch Mac screens, as they’ve stated. Instead, Federighi suggests that making the iPad Pro, which they feel has a better drawing experience, work better with the Mac is the answer. “We recognize customers often [use both] — we all certainly use both — so we’re really focused on making them work well together,” he says. “Because we think in many tasks, that’s actually the best solution. So all of our customers should feel free to buy multiple products,” he jokes, laughing. “We encourage that.”

Relevant Acquisitions and Investments:

Intrinsity, Acquisition $127M

• APRIL 2010 – Mr. Halfhill said his industry contacts put Apple’s acquisition price for Intrinsity at $121 million
• APRIL 2010 – The widespread speculation has been that the A4 chip relied on technology from Intrinsity to get its added processing power.
• APRIL 2010 – By acquiring Intrinsity, Apple would be able to keep that 350 megahertz edge to itself.

History:

• Whoa! Apple announces the iMac May 05, 1998
• Apple Introduces 20-inch iMac NOVEMBER 18, 2003
• Apple Unveils the New iMac G5 AUGUST 31, 2004
• Apple Unveils New iMac with Intel Core Duo Processor JANUARY 10, 2006
• Apple Unveils New iMac With 21.5 and 27-inch Displays OCTOBER 20, 2009
• Apple Announces New iMac With Next Generation Quad-Core Processors, Graphics & Thunderbolt I/O Technology MAY 3, 2011
• Apple Introduces New Entry Level 21.5-inch iMac JUNE 18, 2014
• Apple Introduces 27-inch iMac with Retina 5K Display OCTOBER 16, 2014
• iMac Pro, the most powerful Mac ever, available today DECEMBER 14, 2017

Adoption:

• The iMac comprised 32.9 percent of the total all-in-one units sold in 2010, according to DisplaySearch and Bloomberg

Future Plans:

• Some folks in the media have raised the question about whether we’re committed to desktops. If there’s any doubt about that with our teams, let me be very clear: we have great desktops in our roadmap. Nobody should worry about that.

History:

• And so in 2006, Apple put the 15-year-old PowerBook name–as well as the more recent iBook–out to pasture and replaced them with the MacBook and MacBook Pro
• Apple Introduces MacBook Pro JANUARY 10, 2006
• Apple Introduces MacBook Air—The World’s Thinnest Notebook JANUARY 15, 2008
• Apple Introduces 17-inch MacBook Pro With Revolutionary New Built-in Battery That Delivers Eight Hours of Use & 1,000 Recharges JANUARY 6, 2009
• Apple Reinvents Notebooks With New MacBook Air OCTOBER 20, 2010
• Apple Updates MacBook Pro with Next Generation Processors, Graphics & Thunderbolt I/O Technology FEBRUARY 24, 2011
• Apple Discontinues White MacBook JULY 20, 2011
• Apple Introduces All New MacBook Pro with Retina Display JUNE 11, 2012
• Apple Brings All Day Battery Life to MacBook Air JUNE 10, 2013
• Apple Unveils All-New MacBook MARCH 9, 2015
• The 11-inch MacBook Air is officially dead OCTOBER 27, 2016
• Apple unveils groundbreaking new MacBook Pro OCTOBER 27, 2016

Adoption:

• Apple now ships computers at a ratio of 80 percent notebooks to 20 percent desktop computers, a stat they haven’t updated the public on in some time
• And the vast majority of customers who define themselves as pros use Apple’s notebooks.
• AUGUST 2017 – YoY Gain of 3.6% for 2Q17 Notebook Shipments; Apple With a QoQ 17.1% Growth Edged Closer to ASUS in Ranking

History:

• Apple Introduces Mac mini JANUARY 11, 2005
• Apple Unveils Mac mini with Intel Core Duo FEBRUARY 28, 2006
• Apple Unveils All New Mac mini JUNE 15, 2010
• Apple Updates Mac mini JULY 20, 2011
• Apple Updates Mac mini OCTOBER 16, 2014
• Apple declares the 2011 Mac Mini ‘obsolete’ amid rumours of incoming refresh DECEMBER 7, 2017

Future Plans:

• APRIL 2017 – “On that I’ll say the Mac Mini is an important product in our lineup and we weren’t bringing it up because it’s more of a mix of consumer with some pro use. The Mac Mini remains a product in our lineup, but nothing more to say about it today
• OCTOBER 2017 – “While it is not the time to share any details, we do plan for the Mac Mini to be an important part of our product line going forward.”

History:

• The Power Macintosh, later Power Mac, is a family of personal computers that were designed, manufactured, and sold by Apple Computer, Inc. as part of its Macintosh brand from March 1994 until August 2006.
• Apple Unveils New Mac Pro Featuring Quad 64-bit Xeon Processors AUGUST 7, 2006
• Apple Introduces New Mac Pro JANUARY 8, 2008
• Apple Introduces New Mac Pro MARCH 3, 2009
• Apple Unveils New Mac Pro With Up to 12 Processing Cores JULY 27, 2010
• Introducing the All New Mac Pro—The Most Radical Mac Ever OCTOBER 22, 2013

Adoption:

• A “single digit percentage” — and it’s safe to assume the very low end of that single digit scale — of Apple’s Mac customers are Mac Pro customers

Future Plans:

• Presumably, Apple has that figured out for the future, in what Federighi called a “modular” Mac Pro redesign
• In addition to the new iMac Pro, Apple is working on a completely redesigned, next-generation Mac Pro architected for pro customers who need the highest performance, high-throughput system in a modular, upgradeable design, as well as a new high-end pro display.
• “We are in the process of what we call ‘completely rethinking’ the Mac Pro,” he says.
• “We’re working on it,” says Schiller. “We have a team working hard on it right now, and we want to architect it so that we can keep it fresh with regular improvements, and we’re committed to making it our highest-end, high-throughput desktop system, designed for our demanding pro customers.
• The way the system is architected, it just doesn’t lend itself to significant reconfiguration for somebody who might want a different combination of GPUs… That’s when we realized we had to take a step back and completely re-architect what we’re doing and build something that enables us to do these quick, regular updates and keep it current and keep it state of the art, and also allow a little more in terms of  adaptability to the different needs of the different pro customers
• “As part of doing a new Mac Pro — it is, by definition, a modular system — we will be doing a Pro display as well. Now you won’t see any of those products this year; we’re in the process of that. We think it’s really important to create something great for our pro customers who want a Mac Pro modular system, and that’ll take longer than this year to do.”
• It’s worth noting that, when asked about a touch display here, in the context of efforts like Microsoft’s Surface Studio, Schiller replies “No.”
• More on the future of Mac Pro

History:

• Apple TV Coming to Your Living Room JANUARY 9, 2007
• Apple Premieres New Apple TV for Breakthrough Price of $99 SEPTEMBER 1, 2010
• Apple Brings 1080p High Definition to New Apple TV MARCH 7, 2012
• Apple Brings Innovation Back to Television with The All-New Apple TV SEPTEMBER 9, 2015
• Apple TV gets new Siri capabilities and single sign-on JUNE 13, 2016

Adoption:

• December 21, 2010—Apple today announced that it expects sales of its new Apple TV to top one million units later this week.
• JANUARY 2017 – As per eMarketer’s data, Apple is currently used by only 11.9 percent of connected TV consumers. That’s down from the 12.5 percent of users who were using Apple TV in September, the 12.6 percent who were using it in 2015, and the 13.5 percent in 2014

Relevant Acquisitions and Investments:

Matcha.tv, Acquisition $1M-$1.5M

• AUGUST 2013 – As for the deal, Apple is said to have purchased Matcha.tv for an estimated $1 to $1.5 million, according to VentureBeat’s source
• AUGUST 2013 – What it does have is a very nice service that maps out all the available content both online and on your TV. And while Apple hasn’t been very specific about its plans to revolutionize the TV industry (besides acknowledging that such plans exist), buying this service could suggest Matcha.tv’s technology is in line with those future TV plans.

History:

• Apple Unveils Apple Watch—Apple’s Most Personal Device Ever SEPTEMBER 9, 2014
• Apple and Hermès Unveil the Apple Watch Hermès Collection SEPTEMBER 9, 2015
• Apple and Nike launch Apple Watch Nike+ SEPTEMBER 7, 2016
• Apple introduces Apple Watch Series 2 SEPTEMBER 7, 2016
• Apple Watch Series 3 features built-in cellular and more SEPTEMBER 12, 2017

Adoption:

• Apple Watch showed a 50 percent sales increase
• SEPTEMBER 2017 – My estimate has been that Apple sold about 15 million Watches in the last 12 months at an average price of about $330. This puts the Apple Watch revenue run rate at $4.9 billion, indeed above Rolex.
• SEPTEMBER 2017 – Overall, about 33 million Apple Watch units have been sold since launch and they generated about $12 billion in sales.
• NOVEMBER 2017 – Canalys estimates, Wearable Band Go-To-Market Analysis
• NOVEMBER 2017 – Canalys estimates that about 800,000 of the 3.9 million Apple Watch units sold in the third quarter were the LTE model.

Future Plans:

• Apple Inc. is developing an advanced heart-monitoring feature for future versions of its smartwatch, part of a broader push by the company to turn what was once a luxury fashion accessory into a serious medical device, according to people familiar with the plan.

Relevant Acquisitions and Investments:

Passif Semiconductor, Acquisition

• AUGUST 2013 – Passif’s expertise lies in low-power communication chips with very small footprints, something Apple could presumably bring to bear on future iPhones and iPads — or as-of-yet unannounced wearable devices like, say, a watch or band.

• Apple Introduces the New iPod JULY 19, 2004
• Apple Introduces iPod Photo OCTOBER 26, 2004
• Apple Introduces iPod shuffle JANUARY 11, 2005
• Apple Unveils New iPod mini Starting at Just $199 FEBRUARY 23, 2005
• Apple Merges iPod & iPod photo Lines JUNE 28, 2005
• Apple Introduces iPod nano SEPTEMBER 7, 2005
• Apple Unveils New 1GB iPod nano at $149 FEBRUARY 7, 2006
• Apple Introduces the New iPod SEPTEMBER 12, 2006
• Apple Unveils iPod touch SEPTEMBER 5, 2007
• Apple Introduces New iPod nano With Built-in Video Camera SEPTEMBER 9, 2009
• Apple Reinvents iPod nano With Multi-Touch Interface SEPTEMBER 1, 2010
• Apple Introduces New iPod touch SEPTEMBER 1, 2010
• Apple Introduces The Best iPod touch Yet JULY 15, 2015
• Apple pulls iPod nano, iPod shuffle from website, future uncertain JULY 27, 2017

Adoption:

• Global Apple iPod sales from 2006 to 2014 (in million units)
• The iPod sales , however, after peaking in 2008 at 55 million units sold worldwide, started to decrease slowly.
• By 2014, iPod sales accounted for only around one percent of Apple’s total revenue. This was due largely to the launch of the iPhone and other smartphones, which incorporated music-playing features, thus making a separate music player redundant.

History:

• Apple First to Offer All LCD Flat Panel Display Lineup MAY 21, 2001
• Apple Delivers AirPort Extreme 802.11g Wireless Networking JANUARY 7, 2003
• Apple Introduces Wireless Keyboard & Mouse SEPTEMBER 16, 2003
• Apple Unveils AirPort Express for Mac & PC Users JUNE 7, 2004
• Apple Unveils 30” Cinema HD Flat Display JUNE 28, 2004
• Apple Debuts Wireless Mighty Mouse JULY 25, 2006
• Apple Announces Time Capsule JANUARY 15, 2008
• Apple launches Magic Trackpad JULY 27, 2010
• Apple Introduces Magic Mouse—The World’s First Multi-Touch Mouse OCTOBER 20, 2009
• Apple Introduces World’s First Thunderbolt Display JULY 20, 2011
• Apple Launches New 4K & 5K iMacs, Magic Keyboard, Magic Mouse 2 and Magic Trackpad 2 OCTOBER 13, 2015

Adoption:

• SEPTEMBER 2012 – Apple will generate about $40 million in revenue in the next fiscal quarter from customers worldwide paying for cables that work with the iPhone 5’s new dock connector and at least $100 million in revenue from the new cablesover the course of the next year, according to an estimate provided to Mashable by Michael Morgan, a senior analyst with ABI Research covering mobile devices.

Future Plans:

• Instead, the company gave us a preview: it’s working on a charging mat, called AirPower, that’ll charge not only iPhones, but also the Apple Watch and AirPods. All three devices can charge at once. Apple says it’s working with Qi to incorporate this into the standard. The mat features fast charging, too. The AirPower charger will be available next year.

Relevant Acquisitions and Investments:

PowerbyProxi, Acquisition

• OCTOBER 2017 – Apple is unlikely to keep the development of wireless recharging technology in New Zealand after buying Auckland firm PowerbyProxi, Graeme Muller, the chief executive of technology industry body NZTech forecasts.

HISTORY:

• Apple AirPods are now available DECEMBER 13, 2016

Adoption:

• JANUARY 2017 – Apple Takes the Wireless Headphone Market by Storm
• AUGUST 2017 – Since launching in December, Apple’s AirPods have accounted for 85 percent of totally wireless headphone dollar sales in the U.S., according to NPD’s Retail Tracking Service

History:

• Apple announces the HomePod JUNE 5, 2017

Adoption:

• While an initial shipment of 1 million units is modest by Apple standards, the report states that unnamed sources expect 10-12 million speakers to ship by the year’s end

Future Plans:

• The Taipei Times reports that Apple supplier Inventec has begun a limited shipment of one million speakers to Apple. Earlier this month, analysis from GBH insights predicted that the HomePod would be released in 4 to 6 weeks, aligning with expectations
• JANUARY 2018 – As mentioned, a future software update should add French and German language support to Siri on the HomePod.
• JANUARY 2018 – Apple today announced that its HomePod speaker will be released on Friday, February 9, with orders beginning Friday, January 26 via Apple’s online store or the Apple Store app in the United States, Australia, and the United Kingdom

LuxVue, Acquisition

• MAY 2014 – Apple Acquires Power Efficient LED Tech Company LuxVue

LinX, Acquisition $20M

• APRIL 2015 – Apple has purchased Israeli camera technology company LinX Imaging for approximately $20 million, reports The Wall Street Journal. LinX specializes in creating multi-aperture camera equipment for mobile devices and it’s possible that Apple will use the company’s technology in upcoming iOS devices.

History:

• Apple Previews iPhone OS 4 APRIL 8, 2010
• Apple Previews iOS 6 With All New Maps, Siri Features, Facebook Integration, Shared Photo Streams & New Passbook AppJUNE 11, 2012
• Apple Unveils iOS 7 JUNE 10, 2013
• Apple Unveils iOS 8, the Biggest Release Since the Launch of the App Store JUNE 2, 2014
• iOS 9 Available as a Free Update for iPhone, iPad & iPod touch Users September 16 SEPTEMBER 9, 2015
• Apple previews iOS 10, the biggest iOS release ever JUNE 13, 2016
• iOS 11 brings powerful new features to iPhone and iPad this fall JUNE 5, 2017

Adoption:

• The latest data says that the installed iOS 11 user base is more than double that of iOS 10 and that only 7% of users are running iOS 9 or earlier.
• Apple shared today that iOS 11 is installed on 65% of iOS devices as of yesterday, just a bit behind last year’s record.
• For most enterprises, iOS is the preferred mobile operating system

Future Plans:

• Early in 2018, we will issue an iOS software update with new features that give users more visibility into the health of their iPhone’s battery, so they can see for themselves if its condition is affecting performance.
• JANUARY 2018 – Apple has confirmed new parental controls will be included in a future version of iOS.

Relevant Acquisitions and Investments:

Placebase, Acquisition

• SEPTEMBER 2009 – On July 7th, Fred Lalonde, the founder of openplaces.org announced in a tweet that Apple had bought the company that produced the Maps API that his company used in their software.
• OCTOBER 2009 – Jaron Waldman, former Placebase CEO, is now part of the “Geo Team” at Apple, according to his LinkedIn profile

Poly9, Acquisition

• JULY 2010 – Apple has purchased a Web-based mapping company from Quebec, Canada, that creates interactive 3D software for use in a browser, according to a new report
• JULY 2010 – Some have speculated that the acquisition of Placebase, along with the growing rivalry with search giant Google, is a sign that Apple plans to create its own mapping software for use on mobile devices like the iPhone and iPad. Currently, Apple partners with Google for its Maps application.

Imsense, Acquisition

• SEPTEMBER 2010 – One of the most highly-publicized features of iOS 4.1, released last week, is the ability to take High Dynamic Range (HDR) photos, a feature which allows the iPhone 4’s camera to capture a wider range of light intensity and produce higher-quality photos under certain conditions. Based on evidence we’ve compiled, we believe that Apple may have purchased a small Cambridge, UK-based company known as imsense for its expertise dealing with just this technology
• SEPTEMBER 2010 – In addition, imsense’s App Store application imphoto has been removed from the App Store

C3 Technologies, Acquisition

• OCTOBER 2011 – In August of this year it was discovered that 3D mapping company C3 Technologies had been purchased and shut down by its buyer. While there was no true evidence for this, there was speculation that Apple could be one of a handful of companies that could be the buyers of C3 Technologies.
• OCTOBER 2011 – Sources say that C3 Technologies CEO Mattias Astrom, C3 Technologies CFO Kjell Cederstrand, and lead C3 Technologies Product Manager Ludvig Emgard are now working within Apple’s iOS division
• JULY 2012 – Apple’s iOS 6 3D Maps are straight from C3 Technologies, some interesting notes

WifiSLAM, Acquisition $20M

• MARCH 2013 – Apple Acquires Indoor Mobile Location Positioning Firm WifiSLAM for $20 Million
• MARCH 2013 – Thus, this technology could help Apple better map the indoors, improving the quality of iOS maps and beyond, and one can imagine a whole host of other uses

Locationary, Acquisition

• JULY 2013 – Apple Acquires Local Data Outfit Locationary

HopStop, Acquisition

• JULY 2013 – Apple purchases HopStop, will likely integrate transit directions into Maps

Embark, Acquisition

• AUGUST 2013 – Exclusive: Apple Buys (Another) Map App, Embark

Algo Trim, Acquisition

• AUGUST 2013 – Apple Acquires Swedish Firm AlgoTrim, A Company That Does Mobile Media And Data Compression

Topsy, Acquisition $200M

• DECEMBER 2013 – Apple Buys Topsy For Price Reportedly North Of $200M, Could Use Social Signals To Bolster Siri, App Store Relevance
• DECEMBER 2015 – Topsy, The Popular Social Analytics Service Bought By Apple, Closes Down

Broadmap, Acquisition

• DECEMBER 2013 – BroadMap, like a number of other Apple acquisitions this year, is aimed at improving Apple’s mapping capabilities
• DECEMBER 2013 – Technically speaking, Apple acquired the team and technology behind BroadMap, but not the company or its name.

Catch.com, Acquisition

• DECEMBER 2013 – Apple Reportedly Acquires Note-Taking App Catch, BroadMap Talent

SnappyLabs, Acquisition

• JANUARY 2014 – Apple Acquires Rapid-Fire Camera App Developer SnappyLabs [Update: Confirmed]

Spotsetter, Acquisition

• JUNE 2014 – Apple Acquires Spotsetter, A Social Search Engine For Places

Dryft, Acquisition

• APRIL 2015 – Apple Quietly Bought Dryft, A Keyboard App

Coherent Navigation, Acquisition

• MAY 2015 – In one of its latest efforts to bolster its mapping capabilities, Apple appears to have acquired Coherent Navigation, a Bay Area GPS-related firm founded in 2008 by engineers from Stanford and Cornell.

Mapsense, Acquisition $25M-$30M

• SEPTEMBER 2015 – Apple Acquires Mapsense, a Mapping Visualization Startup
• SEPTEMBER 2015 – Apple paid somewhere between $25 million and $30 million for the Mapsense 12-person team, which will now join the Cupertino company, according to two sources.

LegbaCore, Acquisition

• FEBRUARY 2016 – Apple Buys Security Firm LegbaCore That Exposed Vulnerabilities in OS X

Indoor.io, Acquisition

• DECEMBER 2016 (secondary source) – Apple quietly acquired a Finnish company called Indoor.io to help it map indoor spaces, Bloomberg reports.

Workflow, Acquisition

• MARCH 2017 – Apple has finalized a deal to acquire Workflow today — a tool that lets you hook together apps and functions within apps in strings of commands to automate tasks

History:

• Classic Mac OS is a colloquial term used to describe a series of operating systems developed for the Macintosh family of personal computers by Apple Computer, Inc. from 1984 until 2001
• MARCH 24, 2001: APPLE UNLEASHES MAC OS X
• Apple Previews Mac OS X “Panther” Server JUNE 23, 2003
• Apple Previews Mac OS X “Panther” JUNE 23, 2003
• Apple to Ship Mac OS X “Tiger” on April 29 APRIL 12, 2005
• Apple Announces Mac OS X Server “Tiger” APRIL 12, 2005
• Apple Announces Mac OS X Server Leopard OCTOBER 16, 2007
• Apple to Ship Mac OS X Leopard on October 26 OCTOBER 16, 2007
• Apple Introduces Mac OS X Server Snow Leopard JUNE 8, 2009
• Apple Unveils Mac OS X Snow Leopard JUNE 8, 2009
• Mac OS X Lion Available Today From the Mac App Store JULY 20, 2011
• OS X Mavericks Available Today Free from the Mac App Store OCTOBER 22, 2013
• OS X Yosemite Available Today as a Free Upgrade OCTOBER 16, 2014
• OS X El Capitan Available as a Free Update Tomorrow SEPTEMBER 29, 2015
• macOS High Sierra now available as a free update SEPTEMBER 25, 2017

Adoption:

• Operating System Market Share in Desktop/Laptop
• The Mac user base is nearing 100 million users

Future Plans:

• JANUARY 2018 – macOS Server is changing to focus more on management of computers, devices, and storage on your network. As a result, some changes are coming in how Server works. A number of services will be deprecated, and will be hidden on new installations of an update to macOS Server coming in spring 2018. If you’ve already configured one of these services, you’ll still be able to use it in the spring 2018 macOS Server update.

History:

• Apple Introduces watchOS 2 with Native Apps and New Gold & Rose Gold Aluminum Apple Watch Sport Models SEPTEMBER 9, 2015
• Apple previews watchOS 3; faster, simpler with breakthrough health features JUNE 13, 2016
• watchOS 4 brings more intelligence and fitness features to Apple Watch JUNE 5, 2017

Adoption:

• SEPTEMBER 2015 – The total number of apps that were specifically built for the Apple Watch is now at 10,000, which is a huge an increase over the 1,500 apps it began with in June.

Future Plans:

• Apple also announced that starting on April 1, 2018, updates to watchOS 1 apps will no longer be accepted

History:

• tvOS is an operating system developed by Apple Inc. for the fourth-generation and later Apple TV digital media player. tvOS was announced on September 9, 2015 at the Apple September 2015 event, alongside the 4th generation Apple TV
• Mega-Apple update day brings upgrades to OS X, iOS, WatchOS, and tvOS DECEMBER 9, 2015
• tvOS 10 with better Siri support and more launched on September 13, 2016
• Apple Seeds First Beta of tvOS 11.3 to Developers JANUARY 24, 2018

Adoption:

• DECEMBER 2015 – We’re seeing tremendous developer interest,” Cue told BuzzFeed News. “Already we have over 2,000 apps live in the store
• OCTOBER 2016 Today, the app store has grown to include 8,000 apps, the exec said, 2,000 of which are games. A year ago, the store had just 1,000 apps, which indicates steady if not remarkable growth for the Apple TV app store, as well as developer interest in creating games for the living room device..

Future Plans:

• SEPTEMBER 2017 – Apple told me that the lack of Atmos isn’t a hardware limitation, and that support is on the roadmap
• NOVEMBER 2017 – A session posted to the Apple Developer site says that starting with tvOS 11.2, the Apple TV 4K can be set to automatically switch video display modes to match both the dynamic range and the native frame rate of the originating video content

History:

• Apple Rolls Out CarPlay Giving Drivers a Smarter, Safer & More Fun Way to Use iPhone in the Car MARCH 3, 2014

Adoption:

• Partners announced at lunch:
  • Vehicles from Ferrari, Mercedes-Benz and Volvo will premiere CarPlay to their drivers this week, while additional auto manufacturers bringing CarPlay to their drivers down the road include BMW Group, Ford, General Motors, Honda, Hyundai Motor Company, Jaguar Land Rover, Kia Motors, Mitsubishi Motors, Nissan Motor Company, PSA Peugeot Citroën, Subaru, Suzuki and Toyota Motor Corp.
• Many CarPlay Vehicles Debuting at Los Angeles Auto Show NOVEMBER 29, 2017
• Apple CarPlay is moving beyond the car and into the motorcycle. Honda this week announced its new 2018 Gold Wing, the first bike to come equipped with Apple’s infotainment system. It will arrive next February and start at $23,500
• More than 200 models to choose from. Every major automobile manufacturer currently offers models that support CarPlay or is planning to introduce them
• In a survey querying future car buyers about their interest in Android Auto, CarPlay, and Baidu CarLife in the United States, Western Europe, and China, Strategy Analytics discovered the majority of consumers are interested in CarPlay.

Future Plans:

• CarPlay coming to more trucks including 2019 RAM 1500 with 12-inch display, Ford Ranger
• Starting with 2019 Avalon, Toyota finally bringing CarPlay to select vehicles

History:

• Apple Announces New “Safari” Browser JANUARY 8, 2003
• iPhone also features the most advanced and fun-to-use web browser on a portable device with a version of its award-winning Safari web browser for iPhone JANUARY 9, 2007
• Apple Announces Safari 4—The World’s Fastest & Most Innovative Browser FEBRUARY 24, 2009
• Apple Releases Safari 5 JUNE 7, 2010
• Safari 6 available for Mountain Lion and Lion, but not Windows JULY 26, 2012
• Apple introduces Safari 7 with design tweaks, memory, social improvements, iCloud Keychain and more JUNE 10, 2013
• Safari 8 browser on Yosemite shows major speed boost OCTOBER 20, 2014
• Apple releases Safari 9 for Yosemite SEPTEMBER 30, 2015
• Safari 10 Now Available for OS X El Capitan and OS X Yosemite SEPTEMBER 20, 2016

Adoption:

• Market Share on Desktop/laptop May 2016 – December 2017
• Market Share on Mobile/Tablet May 2016 – December 2017

Future Plans:

• SEPTEMBER 2017 – In the upcoming version of Safari 11 on macOS High Sierra, Apple will implement a new “Intelligent Tracking Prevention” feature that builds upon Safari’s default blocking of third-party cookies. ITP will greatly limit advertiser reach by placing new safeguards into Safari that use machine learning to suppress cross-site tracking and purge ad retargeting data after 24 hours.

History:

• Apple Unveils iWork ’05 JANUARY 11, 2005
• Apple Announces iWork ’06 JANUARY 10, 2006
• Apple Introduces iWork ’08 AUGUST 7, 2007
• Apple Unveils iWork ’09 Introduces iWork.com Public Beta for Online Document Sharing JANUARY 6, 2009
• Apple announces iWork for iPad JANUARY 27, 2010
• Apple announces iWork for iCloud, new apps for Mac and iOS coming later this year JUNE 10, 2013
• Apple Introduces Next Generation iWork and iLife Apps for OS X and iOS OCTOBER 22, 2013
• Apple announces new versions of Pages, Keynote and Numbers with Yosemite visual updates and other improvements (iOS too!)OCTOBER 16, 2014
• Apple unveils real-time collaboration for iWork SEPTEMBER 7, 2016
• Apple updates iWork for Mac, adding real-time collaboration beta to Pages, Numbers & Keynote SEPTEMBER 20, 2016
• iWork and iLife apps are now free for old and new Mac and iOS users APRIL 18, 2017

Adoption:

• Cloud-based productivity suite usage, current and planned, in North America and the EMEA region, as of 2015
• MARCH 2017 – Occasional consumer usage of Apple services and products in the United States, as of 2017

History:

• Apple Unveils Final Cut Pro HD APRIL 18, 2004
• Apple announces Final Cut Server APRIL 15, 2007
• Apple Revolutionizes Video Editing With Final Cut Pro X JUNE 21, 2011
• Apple Updates Final Cut Pro X, Motion and Compressor APRIL 13, 2015
• Final Cut Pro X introduces 360-degree VR video editing DECEMBER 14, 2017

Adoption:

• APRIL 2017 – Apple has announced that it now has two million Final Cut Pro X users – or ‘seats,’ in the terminology used when speaking to an audience at the National Association of Broadcasters’ annual conference.

History:

• Apple Introduces Logic Pro 7 & Logic Express 7 SEPTEMBER 29, 2004
• Apple Unveils Logic Studio SEPTEMBER 12, 2007
• Apple Unveils New Logic Studio with Major Upgrades to Logic Pro and MainStage JULY 23, 2009
• Apple Announces Logic Pro X With New Look, New Features, iPad Controls JULY 16, 2013
• Logic Pro X update includes Smart Tempo feature and powerful effect plug-ins JANUARY 25, 2018

Adoption:

• NOVEMBER 2015 – The Top 11 Most Popular DAWs (You Voted For)

Relevant Acquisitions and Investments:

• Redmatica, Acquisition
  • MAY 2012 – The startup makes several software suites that have to do with audio sampling and editing, which Apple could be after to beef up Logic Pro or Garage Band. The main product of Redmatica is a sampler suite for the mac called Keymap Pro
• Emagic, Acquisition
  • July 1, 2002—Apple® today announced it has acquired Emagic, a leading provider of professional software solutions for computer based music production. Emagic’s most popular product, Logic, is actively used by over 200,000 musicians around the world. Emagic will operate as a wholly owned division of Apple
  • “Emagic has set the industry standard for professional music creation and production,” said Sina Tamaddon, Apple’s senior vice president of Applications. “We’re very excited to have the Emagic team join Apple and create more amazing products for musicians.”.
  • Macintosh-based products account for over 65 percent of Emagic’s current revenues. Emagic’s Windows-based product offerings will be discontinued on September 30, 2002
• Camel Audio, Acquisition
  • FEBRUARY 2015 – Apple Acquires Popular Instrument and Effect Plug-In Maker Camel Audio [Updated]

Particle, Acquisition

• OCTOBER 2012 – Sources believe Apple completed the Particle acquisition late last month, with some, but not all of Particle’s employees staying to work at Apple. CNET believes Apple purchased Particle because the Cupertino, Calif-based corporation has been trying to improve services that utilize HTML5, including iCloud and iAd

History:

• Apple Offers iMovie as Free Download for PowerBook and Power Mac G4 Users APRIL 28, 2000
• Apple Introduces iPhoto JANUARY 7, 2002
• Apple Announces iLife ’06 JANUARY 10, 2006
• Apple Introduces iLife ’08 AUGUST 7, 2007
• Apple Introduces iLife ’09 JANUARY 6, 2009
• Apple Introduces iLife ’11 With Major Upgrades to iPhoto, iMovie and GarageBand OCTOBER 20, 2010
• A brief history of GarageBand MARCH 17, 2011
• Apple Introduces Next Generation iWork and iLife Apps for OS X and iOS OCTOBER 22, 2013
• Aperture and iPhoto Removed From Mac App Store Following Photos for OS X Launch APRIL 10, 2015
• iWork and iLife apps are now free for old and new Mac and iOS users APRIL 18, 2017

History:

• Steve Jobs introduces customers to iTunes at Macworld JANUARY 9, 2001
• Apple Opens Itunes Store APRIL 28, 2003
• Apple opens EU iTunes Music Store, Canada in Nov. OCTOBER 26, 2004
• Apple Premieres iTunes Movie Rentals With All Major Film Studios JANUARY 15, 2008
• Apple drops DRM copy protection from millions of iTunes songs JANUARY 6, 2009
• Apple releases iTunes 10.5.1 with iTunes Match NOVEMBER 14, 2011
• Apple starts cutting the bloat from iTunes by removing iOS App Store SEPTEMBER 12, 2017

Adoption:

• OCTOBER 2010 – According to the Port Washington, N.Y.-based firm, Apple owned a 64 percent share during the second quarter (Q2) of 2012 and 29 percent of all music sold at retail.
• DECEMBER 2010 iTunes users are now renting and purchasing over 400,000 TV episodes and over 150,000 movies per day.
• MAY 2014 At his appearance at the Code Conference, Apple SVP Eddy Cue “noted that Apple just crossed 35 billion songs soldthis past week,”
• JULY 2017 – The company’s market share for renting and selling movies has been falling for several years, tumbling to between 20% and 35% from well over 50% as recently as 2012, according to people with knowledge of the matter.
• OCTOBER 2017 – The tech giant on Thursday reported that its services division — which includes iTunes, Apple Music and other software — had generated record quarterly revenue of $8.5 billion, up 34 percent from the same period last year

Future Plans:

• MAY 2017 – Apple is planning to bring its iTunes desktop app to the Windows Store. In a surprise announcement at the Build developer event today, Microsoft revealed it has been working with Apple to get iTunes listed in the Windows Store.
• DECEMBER 2017 – In a statement emailed to ZDnet, an Apple spokesperson said, “We have been working with Microsoft to deliver the full iTunes experience to our customers and we need a little more time to get it right.”

Relevant Acquisitions and Investments:

• Lala.com, Acquisition $80M
  • DECEMBER 2009 – One person with knowledge of the deal, but who was not authorized to discuss it, said that the negotiations originated when Lala executives concluded that their prospects for turning a profit in the short term were dim and initiated discussions with Eddy Cue, Apple’s vice president in charge of iTunes. This person said Apple would primarily be buying Lala’s engineers, including its energetic co-founder Bill Nguyen, and their experience with cloud-based music services.
  • DECEMBER 2009 – The key vehicle for the move is Apple’s newly acquired music-streaming service La La Media Inc. for which Apple paid $85 million, according to people familiar with the matter.
  • DECEMBER 2009 (secondary source) – Using newly acquired La La Media Inc. as a springboard, Apple is considering to adopt a usage model that would allow consumers to access and manage their iTunes purchases directly through the Internetwithout downloading the content in question or the iTunes software.

History:

• Introducing Apple Music — All The Ways You Love Music. All in One Place. JUNE 8, 2015
• Apple Music launches on Android NOVEMBER 10, 2015
• Apple will start charging for iTunes Radio on January 28th JANUARY 15, 2016
• Apple Music’s ‘Carpool Karaoke’ will premiere on August 8 MAY 30, 2017
• Apple Music’s first new personalized playlist wants you to Chill JUNE 27, 2017

Adoption:

• JANUARY 2016 – Apple Music has reportedly hit 10 million subscribers just six months after launching.
• JUNE 2017 – Today at WWDC Apple announced that Apple Music now has 27 million paid subscribers compared to Spotify’s 50 million.

Future Plans:

• Apple Inc. has set a budget of roughly $1 billion to procure and produce original content over the next year, according to people familiar with the matter—a sign of how serious the iPhone maker is about making a splash in Hollywood.
• JUNE 2017 – “Jamie and Zack are two of the most talented TV executives in the world and have been instrumental in making this the golden age of television,” said Eddy Cue, Apple’s senior vice president of Internet Software and Services. “We have exciting plans in store for customers and can’t wait for them to bring their expertise to Apple — there is much more to come.”
• JUNE 2017 – We want to bring to video what Apple has been so successful with in their other services and consumer products — unparalleled quality
• JUNE 2017 – The hiring announcement today represents Apple’s latest move into establishing its presence in the original TV production space, and comes on the heels of the debut of the company’s first show on Apple Music called Planet of the Apps.
• JANUARY 2018 – Apple Music will soon be the home for music videos. Users can stream all the music videos they want without being interrupted by ads. They can also watch the hottest new videos, the classics or ones from their favorite artists back-to-back in new music video playlists.

Relevant Acquisitions and Investments:

• Beats, Acquisition $3B
  • MAY 2014 – Apple Will Buy Beats for $3 Billion
  • MAY 2014 – Apple Inc. is paying slightly less than $500 million for the Beats Music streaming service, and more than $2.5 billion for Beats Electronics in its $3 billion deal, according to people familiar with the matter.
  • JUNE 2015 – Once Apple Music launches on June 30th, Beats Music’s iOS users will be prompted to move over.
• Swell, Acquisition $30M
  • JULY 2014 – Apple to Buy Radio App Swell for $30 Million. As part of the deal, the Swell app is to be shut down this week.
• Semetric, Acquisition $50M
  • JANUARY 2015 – Apple buys UK music tracking startup Semetric to boost Beats Music analytics
  • JANAURY 2015 – Apple has acquired UK music analytics start-up Semetric for an alleged $50m (£33m), as the company prepares for the reported roll out of Beats Music to every iPhone in the next few months.
• Shazam, Acquisition $400M
  • DECEMBER 2017 – Apple Music and Shazam are a natural fit, sharing a passion for music discovery and delivering great music experiences to our users. We have exciting plans in store, and we look forward to combining with Shazam upon approval of today’s agreement.
  • DECEMBER 2017 – Apple did not disclose the price but we have several sources that have confirmed to us that the deal is in the region of $400 million.

• Apple unveils new TV app for Apple TV, iPhone and iPad OCTOBER 27, 2016

History:

• Siri Voice Recognition Arrives On the iPhone 4S OCTOBER 4, 2011
• Siri in iOS 6: iPad support, app launcher, new languages, Eyes Free, Rotten Tomatoes, sports scores, and more JUNE 11, 2012
• The new iPod Touch: A 4-inch screen, and Siri too SEPTEMBER 12, 2012
• Apple Announces New Apple TV With Siri, App Store, New User Interface and Remote SEPTEMBER 9, 2015
• Siri comes to Mac and opens up to developers JUNE 13, 2016
• Hey Siri, book me a ride. Developers Preview New Ways to Use Siri for Ride Booking and Calls SEPTEMBER 1, 2016
• Hey Siri, send John $10 Developers Preview New Ways to Make Payments, Send Messages and More Using Siri SEPTEMBER 1, 2016
• Double-tap and Siri is there. AirPods on iPhone 7 FEBRUARY 2, 2017

Adoption:

• MARCH 2017 – Apple Siri virtual digital assistant (VDA) usage in the United States as of March 2017, by frequency
• JUNE 2017 (Secondary source) – The limited scope of Siri’s commands disappointed many developers, said Brian Roemmele, a developer who attended the announcement. “People went from being happy and excited to sitting in workshops and realizing, ‘I can’t use it,'” he said. “Some went back to that attitude: Siri’s always going to be dumb.”
• JUNE 2017 – To put it in perspective, Siri is getting requests from 375 million devices right now. My guess is it’s the largest by far of any kind of assistant
• JULY 2017 – While Siri is still the top-ranking personal assistant app based on number of unique monthly users, between May 2016 and May 2017 Siri’s active user base declined with 7.3 million monthly users (nearly 15 percent of its total) – at the same time Android mobile devices have gained popularity
• JANUARY 2018 Siri, now actively used on over half a billion devices, has developed a deep knowledge of music and understands your preferences and tastes.

Future Plans:

• AUGUST 2017 – There are signs that Apple is finally starting to appreciate Siri’s true potential. Its AirPods, launched last year, represent a potentially transformative new interface, not only for the iPhone, but for any device that Siri can power
• AUGUST 2017 – And, belatedly, it is getting serious about developing the world-class artificial intelligence needed for Siri to compete with Google, Alexa, Microsoft’s Cortana, and whatever it is Facebook’s A.I. wizards eventually cook up.

Relevant Acquisitions and Investments:

• Siri, Acquisition $200M
  • APRIL 2010 – If previous acquisitions by Apple are an indicator this would have gone for 8x to 10x investments, which would have put the price at about $200 million
  • The Original Siri App Gets Pulled From The App Store, Servers To Be Killed OCTOBER 4, 2011
• Cue, Acquisition $40M
  • OCTOBER 2013 – Apple Buys Cue For Over $40M To Compete With Google Now
• Novauris, Acquisition
  • APRIL 2014 – The acquisition apparently took place last year, but had not been announced. At Apple as of last fall, the team is now working on improving Siri, the speech-based virtual assistant technology that comes pre-installed on Apple’s mobile devices
• VocalIQ, Acquisition
  • OCTOBER 2015 – Apple enhances Siri team with purchase of VocalIQ, a car-focused British speech tech firm
• Init.ai, Acquisition
  • OCTOBER 2017 – They are becoming a part of the group working on Siri, Apple’s own personal assistant that uses voice-based commands and natural language to answer questions, control your phone and more.

• JUNE 2017 – The Top 10 Email Clients Of 2017

History:

• WWDC 2011: Apple unveils iMessage, an iChat-like universal messaging service for iOS 5 gadgets JUNE 6, 2011
• Mountain Lion: Messages replaces iChat, gets public beta FEBRUARY 16, 2012
• Apple launches iMessage Apps so third-party devs can join your convos JUNE 13, 2016

Adoption:

• OCTOBER 2012 – The CEO also noted that Apple device users have sent 300 billion messages using iMessage, and the service currently delivers an average of 28,000 messages per second.
• FEBRUARY 2016 – Apple’s iMessage handles an absurd amount of messages: sometimes as many as 200,000 per second, according to Apple services boss Eddy Cue

Future Plans:

• Business Chat is a new way for users to communicate directly with businesses right within Messages. This feature will launch in Beta with the public availability of iOS 11.3 this spring, with the support of select businesses including Discover, Hilton, Lowe’s and Wells Fargo

History:

• iBooks: Apple Answers the Kindle with a Digital Bookshelf Like No Other JANUARY 27, 2010
• iOS 4, iBooks for iPhone Now Available For Download JUNE 21, 2010
• Apple Reinvents Textbooks with iBooks 2 for iPad JANUARY 19, 2012
• Apple announces iBooks 3 OCTOBER 23, 2012
• Maps, iBooks, iCloud Keychain coming to OS X Mavericks JUNE 10, 2013
• Apple’s New iOS 8 a Game-Changer for eBook Retailing JUNE 3, 2014

Adoption:

• FEBRUARY 2017 – Total Ebook Unit Sales by Country and Retail Channel
• FEBRUARY 2017 – Taken all together, Amazon accounts for more than 80% of English-language ebook purchases, Apple another 10%, Kobo 2% and Nook 3%

Future Plans:

• JANUARY 2018 – Apple is working on a redesigned version of its iBooks e-book reading application for iPhones and iPads and has hired an executive from Amazon to help.
• JANUARY 2018 – Apple released an early version of its iOS 11.3 mobile operating system update to developers on Wednesday, providing a hint that the new e-books app is on the way. The app is now simply called “Books,” rather than “iBooks,” according to the update

Relevant Acquisitions and Investments:

• BookLamp, Acquisition $10M-$15M
  • JULY 2014 – Apple Secretly Acquired “Pandora For Books” Startup BookLamp To Battle Amazon

History:

• 4th Time A Charm For Apple? From Idisk To .Mac To Mobileme To iCloud MAY 31, 2011
• Apple Introduces iCloud JUNE 6, 2011
• Apple Inks Deal to Use Google Cloud Platform for Some iCloud Services MARCH 16, 2016
• Apple is said to plan improved cloud services by unifying teams OCTOBER 6, 2016

Adoption:

• OCTOBER 2011 – In addition, Apple’s iCloud, a cloud-based data service, has added 20 million users in less than a week
• FEBRUARY 2016 – Cue said that Apple’s 782 million iCloud users contribute to a crush of photo uploads, iMessage communications and iTunes and App Store purchases.

History:

• Apple Introduces Xserve 1U Rack-Mount Server MAY 14, 2002
• Apple Introduces Xserve G5 JANUARY 6, 2004
• Apple Introduces Xserve with Quad 64-bit Xeon Processors AUGUST 7, 2006
• Apple Introduces New Xserve—Most Powerful Apple Server Ever JANUARY 8, 2008
• Apple Updates Xserve with Twice the Performance APRIL 7, 2009
• Xserve Line WIll Be Discontinued Starting January 31st, 2011 NOVEMBER 5, 2010

Adoption:

• DECEMBER 2010 – Apple’s server market share is less than 4%, according to IDC

Relevant Acquisitions and Investments:

• FoundationDB, Acquisition
  • MARCH 2015 – Apple Acquires Durable Database Company FoundationDB

History:

• Apple’s App Store launches with more than 500 apps JULY 10, 2008
• Apple Launches Subscriptions on the App Store FEBRUARY 15, 2011
• Introducing Apple’s New “Kids” App Store SEPTEMBER 22, 2013
• Apple unveils all-new App Store JUNE 5, 2017
• App Store now lets any developer make apps available for pre-order DECEMBER 11, 2017

Adoption:

• July 14, 2008—Apple® today announced that iPhone™ and iPod® touch users have already downloaded more than 10 million applications from its groundbreaking new App Store since its launch late last week
• July 7, 2011—Apple today announced that over 15 billion apps have been downloaded from its revolutionary App Store by the more than 200 million iPhone, iPad and iPod touch users worldwide. The App Store offers more than 425,000 apps and developers have created an incredible array of over 100,000 native iPad apps
• Apple generates the vast majority of its services revenue from App Store downloads and AppleCare warranty sales, which are most likely tied closely to sales of iPhones and other Apple gadgets.
• MARCH 2016 – Apple said today that there are now over 1 million apps designed for the iPad
• JUNE 2016 – Apple announced today that it has two million apps available on the App Store. Those apps have been downloaded 130 billion times since the App Store launched in 2008
• JUNE 2017 – Apple today announced that its global developer community has earned over $70 billion since the App Store launched in 2008. The App Store is home to the most innovative apps in the world and in the past 12 months alone, downloads have grown over 70 percent
• JUNE 2017 – With the subscription business model now available to developers across all 25 app categories, the App Store’s active paid subscriptions are up 58 percent year over year
• JANUARY 2018 – In 2017 alone, iOS developers earned $26.5 billion — more than a 30 percent increase over 2016.

Future Plans:

• Apple said today it would focus on three areas: direct employment by Apple; spending and investment with its domestic suppliers and manufacturers; and fueling the fast-growing app economy that it’s created with the iPhone and its App Store.

Relevant Acquisitions and Investments:

• Chomp, Acquisition $50M
  • FEBRUARY 2012 – The Cupertino, California-based company paid about $50 million for Chomp, according to a person familiar with the matter, who asked not to be named because the specifics are private.
  • FEBRUARY 2012 – Chomp’s software lets people search through the hundreds of thousands of downloadable applications available for Apple’s iPad and iPhone, as well as gadgets running Google Inc.’s Android operating system. Users can enter queries such as “tip calculator” or “kids games” to get different options of apps that fit those descriptions. Apple’s App Store has been criticized by some developers as difficult to navigate beyond the few programs in featured areas on the site.
• Ottocat, Acquisition
  • APRIL 2015 – Apple Acquired Search Startup Ottocat To Power The ‘Explore’ Tab In The App Store

History:

• Mac App Store for OS X 10.6 and 10.7 unveiled, coming ‘within 90 days’ OCTOBER 20, 2010

Adoption:

• According to AppShopper there are 29,112 Mac Apps on the Mac App store

History:

• September 9, 2015 — Apple today announced the all-new Apple TV, bringing a revolutionary experience to the living room based on apps built for the television.

Adoption:

• Since its introduction just a year ago, the latest Apple TV has revolutionized the experience in the living room with 8,000 apps, including 2,000 games and 1,600 video apps, across categories such as sports, news, fitness, education, kids, lifestyle and more.

History:

• Introducing the Modern WebKit API WWDC 2014
• Apple announces CloudKit, a new way for developers to easily create cloud-connected apps JUNE 2, 2014
• Apple Announces CloudKit Support for Server-to-Server Web Service Requests FEBRUARY 5, 2016
• Apple finally opens Siri to third-party developers JUNE 13, 2016
• Apple launches HomeKit app – but where are the products? JUNE 13, 2016
• Apple opens first iOS Developer Academy in Naples OCTOBER 6, 2016
• iOS 11.2 introduces ‘SiriKit for HomePod’ for limited third-party app support using nearby iPhones or iPads OCTOBER 30, 2017
• Apple WebKit team releases Speedometer 2.0 for benchmarking web app responsiveness JANUARY 15, 2018
• MFi Program
• News on Apple Developers Program from MacRumors

Adoption:

• JULY 2017 – Of the top 50 most downloaded apps in Apple’s App Store, only a handful are fully functional with Siri, a USA TODAY analysis found. They are ride-hailing apps Uber and Lyft, Whatsapp Messenger, Pinterest, Twitter and Yelp. Missing in action: Facebook, Instagram, Snapchat, Google Maps, Spotify, Netflix — and many others.  Outside the top 50, Apple says Siri also works with popular apps like LinkedIn, Skype, Paypal, Square Cash and Venmo.
• JANUARY 2018 – When Apple first showed off HomeKit in 2014, it announced several HomeKit partnerships with various manufacturers, including iHome, Haier, Withings, Philips, iDevices, Belkin, Honeywell, and Kwikset
  • Up to date list of accessories that work with Homekit
• Over 50 brands worldwide are committed to providing accessories that are compatible with the HomeKit framework, and the number available is growing every day

History:

• Apple Introduces Xcode, the Fastest Way to Create Mac OS X Applications JUNE 23, 2003
• Apple releases Xcode 4… via Mac App Store MARCH 9, 2011
• Apple releases Xcode 5 into the Mac App Store SEPTEMBER 18, 2013
• Apple re-releases Xcode 6 beta 6, solves issues discovered by developers in new build AUGUST 18, 2014
• Apple releases Xcode 7.3, with better code completion and support for latest SDKs MARCH 21, 2016
• Apple releases Xcode 8 for iOS 10, macOS Sierra and more JUNE 13, 2016
• Apple Releases Xcode 9 With Swift 4 and iOS 11, watchOS 4, tvOS 11, and macOS High Sierra SDKs SEPTEMBER 19, 2017

Adoption:

• StackOverflow Developer Survey Results 2016 – Development Environments

Relevant Acquisitions and Investments:

• Buddybuild, Acquisition
  • JANUARY 2018 – We’re excited to share that the buddybuild team has joined the Xcode engineering group at Apple to build amazing developer tools for the entire iOS community.
  • JANUARY 2018 – Apple buys app development service Buddybuild

History:

• Apple announces Swift, a new programming language for iOS and OS X JUNE 2, 2014
• Swift Has Reached 1.0 SEPTEMBER 9, 2014
• Swift 2 Apps in the App Store SEPTEMBER 21, 2015
• Apple’s new programming language Swift is now open source DECEMBER 3, 2015
• Swift 3.0 Released! SEPTEMBER 13, 2016

Adoption:

• JANUARY 2016 – In January, Swift overtook Objective-C to become the 14th most popular language in the TIOBE index.
• OCTOBER 2017 – In the March 2017 Tiobe index, Swift ranked in 10th place, with a rating of 2.268 percent. But it has been declining since then. This month, Swift was in 16th place, with a rating of 1.668 percent. Not surprisingly, C# and JavaScript are gaining at the expense of Swift and Java.

Future Plans:

• And our next step was we think everybody should learn coding.

History:

• Apple Now Allows Developers to Test Apps With Up To 10,000 Users JULY 31, 2017

Relevant Acquisitions and Investments:

• Burstly, Acquisition
  • Apple confirms that it has acquired TestFlight creator Burstly FEBRUARY 21, 2014
  • JANUARY 2015 – After acquiring TestFlight maker Burstly last year and subsequently releasing a new iTunes Connect-based beta testing service and a native app on iOS, Apple will be shutting down the old version of TestFlight on TestFlightApp.com.
  • “Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans.”

• Apple previews iOS 11.3. Major Updates to ARKit, Messages and More Coming This Spring JANUARY 24, 2018
• Apple’s AR system can now recognize more real-world objects JANUARY 24, 2018

• JANUARY 2018 – Customers are now enjoying close to 2,000 ARKit-enabled apps spanning every category on the App Store.

• You’ve talked a lot about augmented reality at the heart of the company’s future. How do you see AR moving forward? I think it is profound. I am so excited about it, I just want to yell out and scream. The first step in making it a mainstream kind of experience is to put it in the operating system.
• “I believe that AR is the most profound technology of the future,” Cook said in an interview. “It amplifies human performance. It amplifies humans, not substitutes, and doesn’t isolate. I’m a huge believer in it.”
• “We don’t give a rat’s about being first, we want to be the best, and give people a great experience. But now anything you would se[e] on the market any time soon would not be something any of us would be satisfied with,” Cook said. “Nor do I think the vast majority of people would be satisfied.”

• Metaio, Acquisition
  • MAY 2015 – Apple Acquires Augmented Reality Company Metaio
• Faceshift, Acquisition
  • NOVEMBER 2015 – As the market for virtual reality technology continues to grow, Apple has made an interesting acquisition that could further its role in the space. TechCrunch has confirmed that Apple has snapped up Faceshift, a startup based in Zurich that has developed technology to create animated avatars and other figures that capture a person’s facial expressions in real time.
• Flyby Media, Acquisition
  • JANUARY 2016 – Apple acquires spatial perception startup Flyby Media, reportedly has a secret VR team
• SensoMotoric Instruments, Acquisition
  • JUNE 2017 – Apple Acquires German Eye Tracking Firm SensoMotoric Instruments
• Vrvana, Acquisition $30M
  • NOVEMBER 2017 – Apple acquired augmented reality headset startup Vrvana for $30M

History:

• Core ML brings machine learning to Apple developers JUNE 7, 2017
• Apple Is Leading the Charge to Offline AI DECEMBER 27, 2017
• Apple’s Core ML: The pros and cons

Adoption:

• A number of developers are already putting CoreML to work in their apps. Pinterest is using it to provide a visual search, while PadMapper is analyzing photos to help users rent out their home. VisualDX can aid doctors by using the camera to identify skin conditions.

• The iPhone X’s new artificial intelligence tools will transform phones over the next 10 years by taking A.I. out of the cloud and taking the full power of machine learning offline

Relevant Acquisitions and Investments:

• Perceptio, Acquisition
  • OCTOBER 2015 – Apple buys machine learning firm Perceptio, suggests development of imaging AI
• Emotient, Acquisition
  • JANUARY 2016 – Apple buys Emotient, a company that uses AI to read emotions
• Turi, Acquisition $200M
  • AUGUST, 2016 – Apple acquires Turi, a machine learning company
  • AUGUST 2016 – Sources close to the deal pegged the purchase price at around $200 million, marking a huge outcome for the original investors and early shareholders.
• Tuplejump, Acquisition
  • SEPTEMBER 2016 – Apple acquires another machine learning company: Tuplejump
• Lattice Data, Acquisition $200M
  • MAY 2017 – Specifically, Apple has picked up Lattice Data, a company that applies an AI-enabled inference engine to take unstructured, “dark” data and turn it into structured (and more usable) information. We’ve heard from a single source that Apple has paid a price of around $200 million
  • MAY 2017 – It’s unclear who Lattice has been working with, or how Apple intends to use the technology. Our guess is that there is an AI play here: Our source said that Lattice had been “talking to other tech companies about enhancing their AI assistants,” including Amazon’s Alexa and Samsung’s Bixby, and had recently spent time in South Korea.
• Regaind, Acquisition
  • SEPTEMBER 2017 – With this technology, Apple could improve the Memories tab in the Photos app
  • SEPTEMBER 2017 – Interestingly, Regaind also analyzes your face to determine your gender, age and emotion. It’s unclear if Apple had enough time to leverage Regaind with iOS 11. Apple may have combined Regaind technology with the new Face ID sensor in the iPhone X to reinforce animoji facial expressions for instance

History:

• Apple strikes back at Google with iAd APRIL 8, 2010
• Apple invites developers to test the new App Store Search Ads JUNE 20, 2016
• As of December 31, 2016, the iAd App Network is no longer available.
• Apple introduces a new pay-per-install ad product called Search Ads Basic DECEMBER 5, 2017

Adoption:

• JANUARY 2016 – Advertisers hated that Apple’s iAd was preventing them from gaining full access to user demographics and behaviors–the way Google, Adobe and the other mobile ad networks were working to facilitate.
• JANUARY 2016 – CEO Tim Cook referred to iAd in 2014 as a “very small” part of Apple’s business in a privacy statement, and the program captured only 5.1 percent revenue share of the mobile display advertising business last year, according to EMarketer.
• OCTOBER 2017 – Apple has been delivering scale for non-gaming apps, ranking 8th in the universal volume index, and 3rd in the North America ranking. As a result, Apple Search Ads came in at #3 and #4 in the universal non-gaming and gaming power rankings, respectively.” said AppsFlyer’s blog post

Future Plans:

• Search Ads Basic won’t roll out to these markets until sometime next year

Relevant Acquisitions and Investments:

• Quattro Wireless, Acquisition $275M
  • JANUARY 2010 – Apple is set to announce that it has acquired Quattro Wireless for $275 million, several sources confirmed.
  • JANUARY 2010 – Andy Miller, former CEO of Quattro Wireless, has been named the vice president of Mobile Advertising at Apple.

History:

• Apple strikes back at Google with iAd APRIL 8, 2010
• Apple invites developers to test the new App Store Search Ads JUNE 20, 2016
• As of December 31, 2016, the iAd App Network is no longer available.
• Apple introduces a new pay-per-install ad product called Search Ads Basic DECEMBER 5, 2017

Adoption:

• JANUARY 2016 – Advertisers hated that Apple’s iAd was preventing them from gaining full access to user demographics and behaviors–the way Google, Adobe and the other mobile ad networks were working to facilitate.
• JANUARY 2016 – CEO Tim Cook referred to iAd in 2014 as a “very small” part of Apple’s business in a privacy statement, and the program captured only 5.1 percent revenue share of the mobile display advertising business last year, according to EMarketer.
• OCTOBER 2017 – Apple has been delivering scale for non-gaming apps, ranking 8th in the universal volume index, and 3rd in the North America ranking. As a result, Apple Search Ads came in at #3 and #4 in the universal non-gaming and gaming power rankings, respectively.” said AppsFlyer’s blog post

Future Plans:

• Search Ads Basic won’t roll out to these markets until sometime next year

Relevant Acquisitions and Investments:

• Quattro Wireless, Acquisition $275M
  • JANUARY 2010 – Apple is set to announce that it has acquired Quattro Wireless for $275 million, several sources confirmed.
  • JANUARY 2010 – Andy Miller, former CEO of Quattro Wireless, has been named the vice president of Mobile Advertising at Apple.

History:

• Apple introduces iTunes 10 with Ping social music network SEPTEMBER 1, 2010
• Apple Shutting Down iTunes Ping on Sept. 30 SEPTEMBER 13, 2012

Adoption:

• MAY 2012 – We tried Ping and the customer voted and said, this isn’t something I want to put a lot of energy into. Some customers love it, but there’s not a huge number that do, so will we kill it? I don’t know. I’ll look at it.
• AUGUST 2012 – The service rapidly attracted two million subscribers but people were quick to label it a flop

• Apple officially introduces iOS 8 “Healthkit” platform & “Health” app JUNE 2, 2014
• Apple Introduces ResearchKit, Giving Medical Researchers the Tools to Revolutionize Medical Studies MARCH 9, 2015
• Apple Advances Health Apps with CareKit MARCH 21, 2016
• Apple to offer organ donor registration in iOS 10 via Health app JULY 5, 2016
• Apple announces effortless solution bringing health records to iPhone JANUARY 24, 2018

• And there have been studies in Parkinson’s and so forth that literally are the largest studies ever in the history of the world
• Apple Heart Study with Stanford Medicine
• OCTOBER 2015 – Apple CEO Tim Cook told an earnings call in April that around 1,000 apps HealthKit-enabled apps had been published to the App Store – a healthy number, but a tiny percentage of the one million-plus iPhone apps currently available – and added that Los Angeles hospital Cedars Sinai had that month launched a HealthKit app to let patients add health data gathered by their phones to their medical records.
• OCTOBER 2015 – According to Cook, over 60,000 people have signed up to participate in trials running on the system in the first weeks after it launched – an unheard of number for clinical trials, especially ones that haven’t been widely publicised. Over 8,600 of those are participating in an asthma study by using the Asthma Health app by the Icahn School of Medicine at Mount Sinai.
• JANUARY 2016 – Over 13,500 people in the UK have chosen to create a mobile personal health record using Patient Access and HealthKit, Ben Foster, patient operations director at EMIS told ZDNet, and they’ve recorded over 4.4 million health observations in those records.
• Healthkit Compatible Devices 2017
• The App Store features over 40,000 apps that are changing the world of

• SEPTEMBER 2017 – We’re extremely interested in this area. And, yes, it is a business opportunity. If you look at it, medical health activity is the largest or second-largest component of the economy, depending on which country in the world you’re dealing with
• OCTOBER 2017 – “Probably one of the most significant examples of this is the opportunity to use transistor tech advances and power scaling to revolutionize health care. We think the (health) industry is ripe for change,” he told the audience.
• DECEMBER 2017 – “There’s tremendous potential to do on-device computing, to do cloud computing as well and to take that learning, and through machine learning, deep learning and ultimately artificial intelligence, to change the way health care is delivered,” Williams told an audience at a conference in October. “We can’t think of anything more significant than this.”
• Some indication in future plans here http://www.zdnet.com/article/apples-healthcare-plans-under-the-microscope-from-iphone-apps-to-apple-watch-and-what-comes-next/
  https://www.healthcaredive.com/news/apple-healthcare-future/511980/

• Gliimpse, Acquisition
  • AUGUST 2016 – Apple’s ambitions in the health sector continue to expand, with its digital health team making its first known acquisition—personal health data startup Gliimpse, Fast Company has learned
• Beddit, Acquisition
  • MAY 2017 – Apple has acquired a sleep-tracking app called Beddit

History:

• Apple Targets Educators Via iBooks 2, iBooks Author, iTunes U App JANUARY 19, 2012
  • With 1.5 million iPads already in use in education institutions, including over 1,000 one-to-one deployments, iPad is rapidly being adopted by schools across the US and around the world
• Apple reveals updated iBooks Author with portrait-orientation templates OCTOBER 23, 2012
• iBooks Author updated with ePub and InDesign importer, new templates, and more OCTOBER 16, 2014
• iBooks Author 2.3 adds support for ePub 3, opens up ebook creation to anyone JULY 14, 2015
• Create with iBooks Author

Relevant Acquisitions and Investments:

• Prss, Acquisition
  • SEPTEMBER 2014 – Apple acquires digital magazine startup Prss
  • SEPTEMBER 2014 – Originally reported by Dutch language site, iCulture, the startup’s talent and resources could be rolled into Apple’s iBook Author tool.

History:

• Apple launches new Swift app development curriculum for free on iBooks, offered at six community colleges this fall MAY 24, 2017
• Swift Playgrounds app makes learning to code easy and fun JUNE 13, 2016

Adoption:

• MAY 2017 – To date, Apple announced over 1 million downloads of Swift Playgrounds and 430,000 downloads of the K-12 Everyone Can Code curriculum. Over 1,000 schools will use Apple’s Everyone Can Code teaching materials in lessons this fall.

Future Plans:

• And then we thought, well, what else can we do, and so we came out with Swift Playgrounds, a curriculum for say K4, K5, sort of in that age range. And that began to take off. And so then we took a step back and we made a bigger program for all of K–12 called “Everyone Can Code.”

History:

• Apple CEO’s plan for helping students: Lots of iPads OCTOBER 28, 2014
• Apple is upgrading iOS for education in a major way JANUARY 11, 2016
• Apple’s Classroom app goes live to bolster iPad in education MARCH 21, 2016
• Apple’s new $199 Pro Apps Bundle for Education now available in 35 countries FEBRUARY 9, 2017
• Apple releases Classroom iPad app version 2.0 w/ ability to manually create classes & more MARCH 27, 2017

Adoption:

• JANUARY 2012 Apple’s iTunes U has been around for some time, with 700 million downloads since its inception, Apple said today.
• MARCH 2017 (secondary source) – In the US, Chrome OS managed to grow to 58% market share in 2016 up from 50% a year earlier, while iOS dropped to 14%, down from 19% in 2015, and macOS dropped to 5% share, down from 6%.
• K-12 Mobile Computing Annual Shipments Operating System Share
• NOVEMBER 2017 – “We were also very happy with the success of Mac in the education market, where customer purchases grew double digits year over year.”
• iPad in Education Worldwide Results
• There are over 180,000 apps designed specifically for education

Relevant Acquisitions and Investments:

• LearnSprout, Acquisition
  • JANUARY 2016 (secondary source) – Intent on improving the iPad’s position in the education market, Apple has acquired LearnSprout, a company that specializes in education technology, Bloomberg reported on Thursday.
• Volley Labs, Investment $2.3M
  • MARCH 2016 – Volle