Apple Computer

The Apple Computer Co. began in the 1970s with the production of the behemoth Apple II microcomputer. Based in Cupertino, CA, in the heart of Silicon Valley, Apple Computer grew to become one of the most recognized names in personal and business computing. In the 1980s, the Apple IIE came out and helped lead the home-PC revolution. That being said, after the advent of Microsoft and the rise of Dell, Apple rapidly lost ground.

In the late 1990s, thanks in large part to the introduction of the Mac operating system and (soon thereafter) the iMac, Apple regained its stature as a major player in the industry. The company endured criticism for its so-called vertically integrated approach to the computing industry. (For most of its history, the company refused to integrate open source technologies--technologies developed by non-Apple programmers.)

Steve Jobs, one of Apple's founders and twice its CEO, has been an incredibly controversial figure within the company. During his first tenure as CEO, Jobs created an almost cult-like atmosphere at the company. The dominance of his personality created tension within Apple, and rival groups and developers within the company scrambled for power and key funds.

Despite the "Jobs controversy," Apple Computer has scored a series of recent victories--most notably, its successful launch of the iPod music storage system and the corresponding online song distribution system, iTunes. Apple has also helped to popularize a number of critical PC technologies, such as USB, WiFi, GUIs, and FireWire.