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.
Latest about Apple
Time for Nvidia to worry? Apple has started shipping its AI servers way ahead of schedule - but how will they stand up to real-life performance?
Early AI server rollout marks Apple's bold move into high-performance computing, raising questions about scalability and GPU competition.
The best MacBook deals in October 2025
Our roundup of all the best MacBook deals so you can pay the lowest price for one of Apple's premium laptops.
The best cheap tablets 2025
Updated Our guide to the best cheap tablets features affordable models from Apple, Samsung, Amazon, and more.
Your iPad could soon get these four ‘pro’ apps from Apple – including a long-awaited Photoshop alternative
Leaked code suggests Apple might launch four ‘pro’ apps on iPad following their success on the Mac.
As a phones expert I’m telling you not to buy an iPhone until the Black Friday deals arrive
Expect to score bargain prices on the iPhone 16, iPhone 16 Pro, and iPhone 16 Pro Max.
AirPods Pro 2 are back down to a bargain price while they last – for this cheap, you might prefer them over AirPods Pro 3
Amazon's offering the second-gen AirPods Pro for a very sweet price
Apple Maps is about to copy Google Maps, a new report claims – and that’s made me worried for its future
Apple Maps might soon introduce ads to the user experience, and many people are unhappy.
Never mind Linux – Windows 10's End of Life is driving up Apple Mac sales
Tempting new MacBooks is one reason for Mac sales going up strongly – but Apple can also thank Microsoft.
