Apple's history in nine innovations

Apple turns 40 this week, with CEO Tim Cook acknowledging the milestone at the firm's launch of the iPhone SE last week. Marketing explores the firm's history through nine key innovations.

Apple: marking forty years of innovation on April 1
Apple: marking forty years of innovation on April 1

Brand rival: Compaq - the then leading brand by personal computer market share ', images: ['//'] },{ type: 'blog_post', date: '05 19 2001', title: 'Apple Store', content: 'While Apple has hundreds of dedicated stores around the world now, it only sold through other retailers before 2001 (apart from launching an online store in 1997). Jobs wanted to take more control of how Apple’s products were presented and sold, and bemoaned the fact that retailers preferred to promote cheap PCs to customers. It cut the number of third-party retailers selling Macs from 20,000 to 11,000 between 1997 and 2000. The first two Apple Stores were opened on the same day in May 2001, one on each coast of the US. The first UK store opened in Regent Street in 2004 and the iconic New York Fifth Avenue store (pictured) in 2006. Jobs told Forbes in 2007: "Our stores were conceived and built for this moment in time - to roll out iPhone."

Brand rival: Dell was riding high having carved out a profitable niche selling direct to consumers. Founder Michael Dell had said when asked how he would fix Apple: “I’d shut it down and give the money back to the shareholders”', images: ['//'] },{ type: 'blog_post', date: '10 23 2001', title: 'iPod', content: 'The iPod started the Apple rock rolling through the music industry. The company looked at other digital music players in the market and came out with its own revolutionary, well-designed take, intended to work seamlessly with the iTunes music player software it had introduced the year before. The first iPod featured a scrolling wheel and saw the brand appropriate the colour white to stand out from the crowd. It was also promoted with the memorable promise of “1,000 songs in your pocket.

Brand rival: Sony - the Japanese company that invented the iconic 1980s Walkman portable cassette recorder was thoroughly overhauled by the iPod', images: ['//'] },{ type: 'blog_post', date: '06 29 2007', title: 'iPhone', content: 'Mobile phone manufacturers and many others doubted that a computer company would be able to pull off the move into a completely different market. Among them was Microsoft’s chief executive Steve Ballmer who said: "There is no chance that the iPhone is going to get any significant market share". But the appeal of the iPhone solidified Apple’s reputation as a brand that could do no wrong and demonstrated Jobs’ understanding of consumer desires and mastery of the product reveal.

Brand rival: Nokia - the undisputed leader in mobile phones at the advent of the iPhone would crumble within the space of a few years', images: ['//'] },{ type: 'blog_post', date: '07 10 2008', title: 'App Store', content: 'The software counterpart to the iPhone allowed Apple to further control a user’s experience as well as shaking up the publishing and games industries. There have been over 100bn downloads from the App Store since its launch.

Brand rival: Google - the search company’s domination of how people navigated the internet suddenly had a rival with Apple’s app ecosystem offering a new gateway to the online world', images: ['//'] },{ type: 'blog_post', date: '04 03 2010', title: 'iPad', content: 'It has since become evident that tablets are not going to take over the tech world, but when the iPad came on the scene it was rapturously received by Apple’s followers, with millions shelling out to add the new device to their iPortfolios. Moreover, advances in the way its family of devices worked together over the cloud extended Apple’s lead in usability and simplicity. 

Brand rival: Microsoft - back in 2002 Microsoft has released its own tablet computer, but as so often Apple reaped the benefits by applying a magic touch to what already existed', images: ['//'] },{ type: 'blog_post', date: '04 24 2015', title: 'Apple Watch', content: 'For most people the jury is out on the Apple Watch, with the company still guarding sales figures a year after the first units shipped. Paving the way for the product meant making a considerable stretch for the brand from the world of tech geekery to the rarified world of fashion and luxury. Apple made a $17,000 gold version, the Apple Watch Edition, and sought display space alongside high-end traditional watch brands in upscale department stores. Just as expensive was the hire of Burberry CEO Angela Ahrendts, who earned $70m in her first year at the company.

Brand rival: Take your pick from any company trying to get established in the wearable tech market – Nike, Fitbit, Jawbone, Samsung, Pebble – or even Amazon, which might blindside Apple with its by pursuing a different opportunity with its internet-connected Echo assistant.', images: ['//'] }, ]; timeline = new Timeline($('#timeline'), timeline_data); timeline.setOptions({ animation: true, lightbox: true, columnMode: 'center', order: 'asc', separator: 'year', first_separator: false, responsive_width: 800 }); timeline.display(); }); // ]]>

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