Apple is arguably the world's most important consumer tech company, having played a hugely influential role in shaping the smartphone, laptop, desktop computer, tablet, and wearable markets.
It continues to dominate many of those areas today through the iPhone 14, iPad, MacBook Air and Pro, iMac, and Apple Watch product lines, and with new forays into the likes of AV/VR to come. Its decision to build its own silicon, meanwhile, has given it an advantage over rivals such as Samsung and Microsoft - one that's only slowly being closed.
It's been every bit as dominant in the software space through iOS, macOS, watchOS, iTunes, Apple Pay, and more, while its Apple TV Plus streaming service is now regularly home to top-quality, award-winning original content.
Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in 1976, and has been led by CEO Tim Cook since 2011. It is currently valued at around $2.6 trillion; not bad for a company that started in a garage.
Latest about Apple
Apple's Mac and iPad prices just went up — these Prime Day deals beat them
Apple's new pricing is already in effect, but Prime Day is keeping MacBooks, iPads, and other Apple devices at some of their lowest prices of the year.
Apple just announced big price hikes across its major products — and yes, RAM prices are to blame
Apple is raising the price of most of its product lines including iPads, MacBooks and more
MacBook price rises could be far worse than iPhone 18 Pro, analysts predict
We know price hikes are inbound for all major Apple products, but MacBooks could potentially come off worst.
iOS 27 could finally fix a ‘silent alarm’ problem affecting iPhone owners
Some iPhone users say their alarms are going off silently, leading to them losing their jobs.
The Kindle Scribe Colorsoft is more expensive than a Paperwhite and iPad, even at a discount
Sure, the Kindle Scribe Colorsoft sounds great on E Paper, but right now you can get a more powerful, better screen in the 11-inch iPad and a more portable Kindle Paperwhite for less
Big Tech slapped with $3.5bn in fines for using your personal data to train AI — and 'it could be only the beginning,' warns Surfshark
Surfshark found that 9 out of 10 AI-related fines concern the unlawful use of personal data. But the enforceability of privacy protections remains a key challenge.
Can’t decide which iPad to buy this Prime Day? Here’s which model I recommend for every type of user
We round up the best Prime Day iPad deals and highlight the right model for every use case.
The Apple Watch Ultra 3 is worth the investment for these 3 reasons
The Apple Watch Ultra 3 is our best overall smartwatch, and it's finally hit a record-low price thanks to Prime Day.
