1976 — 2026
50

Fifty years.
One obsession.

From a garage in Los Altos to the device in your hand.

Scroll

It started with two friends, a circuit board and a simple belief: technology should feel personal. Not a machine you operate, but a tool that disappears in your hands.

1976

A garage.
A big idea.

Steve Jobs, Steve Wozniak and Ronald Wayne found the company on April 1st. The first product: the Apple I, a hand-built computer board.

1984

The computer
for the rest of us.

Macintosh brings the graphical interface and the mouse to the mainstream. Point, click, done.

2007

A phone.
Reinvented.

iPhone merges a phone, an iPod and an internet communicator into one sheet of glass. The smartphone era begins.

2020

Designed
from the silicon up.

The Mac moves to Apple silicon with M1, putting performance and efficiency on a single chip.

I
Hello
M1

Moments that
moved everything.

Keep scrolling to travel through time.

1976

Apple I

Hand-assembled in a family garage and sold as a bare circuit board.

1977

Apple II

One of the first mass-produced personal computers, complete with colour graphics.

1984

Macintosh

The graphical user interface goes mainstream.

1998

iMac

Translucent, colourful, all-in-one. Computers stop being beige boxes.

2001

iPod

A thousand songs in your pocket.

2007

iPhone

Multi-touch changes how the world interacts with technology.

2010

iPad

A new category between the phone and the laptop.

2015

Apple Watch

Technology moves to the wrist.

2020

Apple silicon

M1 marks the start of the transition away from Intel processors.

2024

Vision Pro

Spatial computing arrives on the market.

Less, but better.

The ideas behind half a century of products, in four principles.

01

Simplicity is not the absence of clutter.

It is the result of removing everything that doesn't serve the person using it.

02

Hardware and software, together.

Designing both means every detail can work as one.

03

Details matter.

Even the parts nobody sees are built with care.

04

Say no to a thousand things.

Focus is choosing what not to make.

05

It just works.

The best technology is the kind you never have to think about.

Power you can't see.

With M1 in 2020, the CPU, GPU, Neural Engine and unified memory came together on one system on a chip.

M1
0
billion transistors
0
process technology
0
CPU cores

Here's to the
next fifty.

The best ideas are the ones that feel obvious afterwards.

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