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Apple Products, Financials, Shopping, Entertainment, and LeadershipMenu iconSearch iconBusiness Insider logoBusiness Insider logoAccount iconAccount iconClose iconChevron iconAccount iconShare iconFacebook IconEmail iconTwitter iconLinkedIn iconLink iconSave Article IconClose icon

The Apple logo is one of the world's most iconic company emblems.

It's a simple shape of an apple with a stem and a bite taken from the right side. Like its trademark symbol, the company's innovations are highly recognizable.

Here's an overview of what you need to know about Apple.

Financials

Apple is a valuable company. In fact, at times it's even been the most valuable company in the world — though it's had to compete with Microsoft for the title.

Apple was the first company to reach a $3 trillion valuation. The milestone occurred when Apple's market cap exceeded $3 trillion and its stock closed at $193.97 per share in June 2023.

Last year Apple stock peaked at just under $200 a share at the end of July 2023 and again in mid-December. Its low for the year was around $130 per share, where it hovered in January.

Apple's sales declined every quarter of its 2023 fiscal year. However, on the Q4 Apple earnings call in November of 2023, the company reported that iPhone revenue was up, at least.

Products and software

Multiple Apple events, including the company's Worldwide Developers Conference, are held every year. These events are a big reason why Apple and its CEOs have become so memorable.

The company's events are usually where new Apple products are announced and where leadership gives product updates and keynote addresses.

One of Apple's most famous innovations, iOS, was unveiled with the release of the first-generation iPhone in 2007. At the time, the operating system was considered a major advancement in touchscreen technology, allowing users to operate the device by tapping the screen with their fingers or a stylus.

Apple introduced the voice assistant Siri in 2011, which was also a breakthrough, this time in AI technology. The software has improved since then, but many say the AI efforts of Google and OpenAI have since surpassed Siri.

Apple has also gone head-to-head with competitors in the navigation space, sometimes adopting a protective stance. For example, Apple Maps cannot be installed on a non-iOS device, while you can get Google Maps and other navigation apps on an iPhone or iPad.

Apple has other ways of keeping you in its ecosystem. An Apple ID creates a single profile for accessing your account across all of Apple's devices and services.

Apple IDs are also necessary to use the App Store on any Apple device, regardless of whether you're buying something or downloading a free app.

iCloud is Apple's cloud storage service that lets you keep photos, files, and other data securely online and accessible from any of your devices. You can also use iCloud to back up your iPhone and iPad and share files with friends and family.

Troubleshooting Apple

Whether you have a MacBook, iPhone, or some other device, when something goes wrong, you may need Apple support. Thankfully, Apple makes it relatively easy to get help from the company online.

Beyond everyday issues, there may be a time when your device needs to be repaired, replaced, or tracked down after a loss or theft.

In such cases, you'll want to first look up the Apple serial number on your device.

With your serial number in hand, you can now check whether your device is covered by a standard Apple warranty. Apple offers a complimentary 90-day tech support and a one-year limited warranty on most devices.

Some users opt to purchase the more extensive Applecare+, especially for expensive tech, like an iPhone or a Mac. Applecare+ extends the standard warranty to two years and covers up to two accidental damage incidents (like dropping your phone and breaking the screen) every 12 months.

Unlike virtually every other tech company, Apple also offers face-to-face technical service within brick-and-mortar Apple Stores.

Staffed with what Apple calls Geniuses, which are customer service technicians that Apple trains and certifies, the Genius Bar also offers classes on how to get the most out of products like iPhones, MacBooks, Apple Watches, and even software like iMovie and iWork.

The company also hosts the Apple Education Community, a free resource for helping teach students computer and software literacy. It provides educators with a large library of tutorials and lesson ideas for students.

Outside device problems, the most common issue among users is a lost or forgotten password. It happens so commonly that Apple has an entire service called iForgot to reset your password.

Shopping Apple

Apple's products can be pricey, and its latest smartphone, the iPhone 15, starts at $799 for the most basic model. But discounts are offered to some groups of users, like people working in education.

Apple military discounts are also available: the company's Veterans and Military Purchase Program offers a 10% discount on Apple products and accessories to veterans and current members of the U.S. military, the National Guard, and the Reserve.

If you're not an educator or service member, you can still get a discount by trading in an old device. With Apple's trade-in program, you can swap an older device to cover part of the cost of a new product or turn your old iPhone, iPad, or other hardware into an Apple gift card.

If you're buying and setting up products in bulk for a company or school, Apple's Business Manager makes it easy to add new devices to your organization's network, distribute apps, videos, books, and other content to employees; create managed Apple IDs with customized levels of access and control; and more.

And for purchases made in error or that didn't otherwise work out, it's possible to pursue an Apple refund.

Paying with Apple

Not only can you buy things from Apple, but you can buy things using Apple's payment services.

Apple Wallet is a secure place to hold debit and credit cards, transit cards, and in some states, even your driver's license.

People tend to talk about Apple Pay and Apple Wallet as the same thing, but that's not quite true. After loading your Apple Wallet app with one or more credit cards, you then use Apple Pay to complete your purchases.

And don't confuse Apple Pay with Apple Pay Later, either. APL is a similarly named "buy now, pay later" loan program built into Apple Pay.

Apple entertainment

Apple Music, Apple TV, Apple Books, and Apple Podcasts offer many entertainment options across different types of media in the Apple sphere.

The Apple Podcasts app includes millions of podcasts, personalized recommendations, and subscriptions for bonus content from creators. You can listen on your phone, Mac, iPad, Apple Watch, Apple TV, and other devices.

Some of the top streaming choices in recent years are Apple TV+ shows, like the buzzy "Ted Lasso" and "Silo." The series "Dickinson," "Severance," and "Shrinking" have also earned critical acclaim.

Apple Music Replay is Apple Music's answer to the incredibly popular Spotify Wrapped. The Apple Music app lets you view your top 100 songs for the year and see playlists of top songs from prior years.

All of these apps have supplanted iTunes, Apple's once-revolutionary entertainment hub. Apple has officially discontinued iTunes for MacOS Catalina and beyond. However, iTunes still exists on Windows and older Macs.

Apple CarPlay is one way to play your music library while driving. The platform integrates with the infotainment systems of select vehicles and facilitates other tasks beyond music, like dictating text messages, getting turn-by-turn directions, and making phone calls.

Leadership and working for Apple

Because the tech giant has had some prominent leaders, people often want to know who owns Apple. Actually, Apple's owners are mostly institutional investors.

In terms of who's in charge day to day, seven people have held the Apple CEO role since Apple's founding in April 1976 and incorporation in 1977. Michael Scott was the first chief executive until 1981.

Michael Markkula, an early investor and advisor to founders Steve Jobs and Steve Wozniak, was the second CEO from 1981-1983.

Arguably its most famous chief exec, Steve Jobs became Apple's sixth CEO in July 1997.

After Jobs' death from pancreatic cancer at age 56 in 2011, the company didn't look far for its current CEO.

Tim Cook was Jobs' righthand man and interim CEO when health issues forced Jobs to take a step back. He even offered Jobs a piece of his liver.

Cook's net worth hovers around $2 billion. Cook requested a smaller paycheck for 2023 after his hefty pay packages caused controversy among Apple shareholders in previous years.

Cook said in an interview that Apple hires people from "all walks of life," including those with and without college degrees. Apple career opportunities are available for engineers, coders, designers, and retail staff.

And you don't even have to work for Apple to create apps. The Apple Developer Program is a subscription-based platform for developing and distributing apps "from code to customer," according to the company.

Apple employees' newest HQ is Apple Park, in Cupertino, California. It cost $5 billion to build.

The original Apple headquarters, once referred to as "the mothership," is also in Cupertino, not far from Apple Park. It boasts the famous address 1 Infinite Loop.

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