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History of AAPL

Important events

Apr 082021

Chip shortage making its mark

The global chip shortage is making its mark on big tech companies around the world, and MacBook and iPad production is delayed as the supply crunch hits Apple. It doesn’t seem like anyone is too freaked out though, as prices lift just under 2%.
Apr 012021

Apple goes greener

Apple wants to reduce emissions by 75% by 2030, and in a move towards that goal, the company plans to take on Tesla’s Megapacks for energy storage. Prices lift 2.36%. Apple announced last week that it would build a battery-based solar energy storage facility in California able to store 240 megawatt-hours of energy – which, to put it in perspective, is enough to power over 7,000 homes for a day. The new facility will include 85 Tesla Megapack energy storage systems, which will make it possible for Apple to store energy generated by its facility. The project has been dubbed by Apple “one of the largest battery projects in the country.”
The challenge with clean energy — solar and wind — is that it’s by definition intermittent,
Apple VP Lisa Jackson said.
If we can do it, and we can show that it works for us, it takes away the concerns about intermittency and it helps the grid in terms of stabilization. It’s something that can be imitated or built upon by other companies.
Mar 302021

Foxconn warning

One of Apple’s main electronics components suppliers, Foxconn, says that the shortage of products is expected to last until 2022, and Apple drops 1.23%. Silicon chips are a core component of the tech world, and since the COVID-19 pandemic hit the demand for these chips has skyrocketed, as people stock up on fun electronics like games consoles and TVs to hunker down at home. Supply struggled to keep up with demand, and soon the chip-reliant car industry began to feel the pressure. Carmakers around the world, including General Motors and Ford, have been reducing or halting production in 2021 as they wait for more electronic component supplies. Now, it looks like leading tech brands are starting to feel the burn too.
In the first two months of the first quarter, the impact was not so palpable, but we are gradually seeing that change.
said Young Liu, Foxconn chair, in an earnings call. The firm doesn’t expect the shortage to end before 2022, which could have pretty serious implications for not just Apple but the tech world at large. The call followed a warning from Samsung about two weeks ago about a “serious imbalance” in chip demand and supply globally. Foxconn handles most of the assembly for Apple iPhones, but also works with companies like Microsoft and Google, so it might not be long before some of our other Silicon Valley superpowers get stung.
Mar 222021

Secret button

Apple gains 2.83% after everyone finds out there’s a secret undisclosed button: a sensor that measures temperature and humidity, just waiting to be turned on.
Mar 182021

TradingView launches Apple Timeline

Calling all Apple fans! We just launched our brand-new Timeline – and we're delighted to welcome the legend that is Steve Wozniak to kick things off. With almost 500 entries running from its IPO way back in the dark ages (OK, 1980) right up to its launch in March 2021 and continuing onwards, the Timeline provides a complete, unique library containing everything you ever wanted to know about the company that changed the world… and the way we use computers. From earnings reports, product launches, financings and investments, weird and wonderful happenings, and everything between, check it out and tell us what you think. And if there’s anything we’ve missed, get in touch and we’ll add it to the list! Check out the big man himself, Apple Co-Founder and all-round genius Steve Wozniak, who introduces the Timeline here. Now kick off your shoes, sit back, and enjoy the read.
We asked Apple's co-founder, Steve Wozniak, to make a video for us. He agreed! Red heart Introducing our new $AAPL Timeline:
Mar 092021

Pop up

Apple, amongst other tech stocks like Facebook, sees a pop in recovery as COVID restrictions ease. Investors were concerned that the growth the company had seen during lockdown would slow dramatically once stay-at-home orders eased. But some now think the sell-off might have been overdone, and prices lifted 4.09%.
Mar 082021

Malala partnership

Apple unveils a new multi-year programming partnership with Malala Yousafzai; the youngest ever Nobel Laureate. Apple already has had a long-standing relationship with the activist, and her initial programming for Apple TV+ will include dramas, comedies, and children’s series.
I believe in the power of stories to bring families together, forge friendships, build movements, and inspire children to dream. And I couldn’t ask for a better partner than Apple to help bring these stories to life. I’m grateful for the opportunity to support women, young people, writers, and artists in reflecting the world as they see it.
Said Malala Yousafzai.
Newsroom / Apple
Mar 082021

Germany calling

Apple builds on a long-standing relationship with the region by adding a new facility in Munich that will focus on 5G and wireless tech. The company made Munich, which is already its largest engineering hub in Europe, its European Silicon Design Center with almost 1,500 engineers focusing on improving a variety of products. The expansion in Munich, together with additional investment in R&D, will exceed €1 billion eros in the next three years alone.
I couldn’t be more excited for everything our Munich engineering teams will discover — from exploring the new frontiers of 5G technology, to a new generation of technologies that bring power, speed, and connectivity to the world. Munich has been a home to Apple for four decades, and we’re grateful to this community and to Germany for being a part of our journey.
Said Tim Cook, Apple’s CEO.
Feb 212021

Market sell-off

Big tech is getting hit hard as lockdown restrictions ease and investors suspect that big growth stocks won't be as popular when we're not all stuck inside. Nasdaq closes down 2.5% and Apple is down 2.98%. There were heavy losses in the tech sector and share price declines dragged down the S&P 500 as a rise in bond yields dented appetites for growth stocks.
Feb 012021

“Hometown” shot

In honor of Black history month, Apple gathers together a group of 30 black photographers to capture and share the pockets of culture in their hometowns using the iconic iPhone 12 Pro camera lens.
iPhone is my favourite camera to shoot with because it’s in my pocket and I can take it anywhere. I typically shoot at 50 millimetres because it’s the closest to the human eye. I want everything I shoot to represent or be as close as possible to what we see naturally, so I was surprised to really see how iPhone 12 Pro actually shot Ultra Wide.
Said photographer Julien James.
Jan 272021

Q1 crosses $100bn

Apple releases Q1 earnings that show its largest quarterly revenue of all time. It’s also the first time that the firm crosses the symbolic $100 billion mark in a single quarter. Curiously though, prices dip 2.5%. Apple posted all-time record revenues of $111.4 billion, up 21% year-on-year, and quarterly earnings per diluted share of $1.68, up 35%. Sales were up 21% year-over-year: and they weren’t just driven by 5G iPhone sales either – sales for every product category rose by double-digit percentage points. iPhone revenues were up 17%, services revenues were up 24%, and iPad revenues rose by 41%. That’s some seriously strong results. Apple CEO Tim Cook said the results could have been even better if not for the Coronavirus pandemic and the lockdowns that forced Apple stores temporarily shut.
These results helped us generate record operating cash flow of $38.8 billion. We also returned over $30 billion to shareholders during the quarter as we maintain our target of reaching a net cash neutral position over time.
Said Luca Maestri, Apple’s CFO.
Jan 252021

Dan Riccio

Product design guru and leader of hardware engineering Dan Riccio is transitioning to a new role as a vice president of engineering, focusing on a new project and reporting to CEO Tim Cook, after two decades spearheading product development at Apple. John Ternus will take over Apple’s Hardware Engineering organisation as a member of the executive team. Prices lift 2.77%.
Dan Riccio / Apple Leadership / Apple
Jan 132021

Social justice

Apple announces some major new Racial Equity and Injustice Initiative projects, focused on dismantling systemic barriers to opportunity and combatting injustices faced by people of color. The commitments build on Apple’s $100 million racial justice pledge, and include education hubs and an Apple Developer Academy in Detroit.
Jan 052021

Monica Lozano

Apple announces that Monica Lozano has been elected to its board of directors. Prices lift 1.24%.
Dec 082020

AirPods Max

Apple unveils the AirPods Max, with higher quality audio and noise cancellation, starting at $159. Prices lift 0.51%.
AirPods Max / Apple
Nov 182020

Support small business

Supporting small businesses has never been more important than during the COVID-19 pandemic, and Apple is contributing to the effort by announcing a new program that will reduce App Store commission down to 15% for registered small businesses that are earning less than $1 million per year. Prices fall 1.14% on the news.
Nov 102020

Generation Mac

Apple releases a brand new line of next generation Macs, including a new MacBook Air, 13-inch MacBook Pro, and Mac mini. The products will be powered by a revolutionary new chip called M1 - the most powerful chip it has ever created. The chip is optimized for Mac systems that prioritize small size and strong power as key factors.
Oct 292020

Q4 exceeds expectations

Apple announces Q4 results that exceed expectations slightly, but for the third quarter in a row investors aren't offered any forecasts, and prices sink 5.63%. Apple posted record September quarter revenue of $64.7 billion, up 1% from the year before, and quarterly earnings per diluted share of $0.73. Services revenue hit $14.55 billion up 16.3% year-over-year, but iPhone sales were down 20.7% year-over-year at $26.44 billion. The lack of Q1 guidance meant that investors and shareholders didn’t really get an idea of what sales of the new iPhone 12 had been like. However, Cook said that he was optimistic and that “initial data points are really quite good.”
Our outstanding September quarter performance concludes a remarkable fiscal year, where we established new all-time records for revenue, earnings per share, and free cash flow, in spite of an extremely volatile and challenging macro environment.
Said Luca Maestri, Apple’s CFO.
Our sales results and the unmatched loyalty of our customers drove our active installed base of devices to an all-time high in all of our major product categories. We also returned nearly $22 billion to shareholders during the quarter, as we maintain our target of reaching a net cash neutral position over time.
Oct 132020

New product launches

Apple’s September event wasn't so long ago, but Apple isn't quite done yet, gracing us with the new iPhone 12, 12 mini, Pro, Pro Max, and HomePod mini, at a surprise October event, just in time for Christmas. Prices hiked 6.35% on October 12 in the lead up to the event after a Wedbush analyst said he expected the new iPhone 12, and said it would be a "once in a decade" opportunity for Apple. Prices sank 2.65% on the day.
Sep 172020

Apple goes to India

Apple says it will open its online store in India for the first time later in the month.
Sep 152020

September event

Apple holds a digital September events, and after rumors that any new iPhones have been delayed, the event title “Time Flies” suggests a new Apple Watch. Prices lift 0.16%. Apple released a range of gadgets to keep us satisfied. Unveilings were wide-ranging, and included the iPad Air, the eighth generation iPad, a new Apple Watch (now with family setup), the Apple Watch SE, a personalized fitness experience with Apple Fitness+, and a national health initiative with Singapore. Also, the tech giant came out with Apple One, a way to get access to ALL of Apple’s subscriptions and services at once.
Sep 072020


Apple previews Apple Marina Bay Sands in Singapore, the first Apple Store to sit directly on the water.
Newsroom / Apple
Aug 182020

Apple Music Radio

Apple announces two new live global radio offerings on Apple Music, available in 165 countries, as well as the renaming of Beats 1 to Apple Music 1.
Aug 042020

iMac update

Apple’s 27-inch iMac gets an update, with faster performance, a higher quality Retina 5K display, and better quality camera, speakers, and mics. It’s also announced that Phil Schiller will advance to Apple Fellow. Prices lift 0.67%.
Newsroom / Apple
Jul 302020

Q3 knockout

Apple releases Q3 results with revenues at the highest they’ve ever been for this quarter, even among disruptions brought on by COVID-19. Prices jump an impressive 10.47%. Apple posted quarterly revenue of $59.7 billion, an increase of 11% from the same quarter a year ago, and quarterly earnings per diluted share of $2.58, up 18%. The company also announced a 4-1 stock split at the end of August. Many of Apple’s products have been super useful during the stay-at-home lifestyle enforced by the coronavirus pandemic, and it seriously boosted the company’s growth. Though iPhone sales only rose 1.66% year over year, other product categories saw huge growth; especially in services which were up 14.85% from the year before, pushing the company past its internal goal of $50 billion in annual services sales.
Overall these were ‘blow out’ results which in our opinion will add another leg to the Apple long-term growth story.
Said analyst Dan Ives.
Jul 212020

Carbon neutral

Apple commits to carbon neutrality for all of its business, manufacturing supply chain, and product life cycles by 2030. This new commitment means that by 2030 (20 years sooner than IPCC targets), every single Apple device sold will have net zero climate impact. Prices sink 1.38%, unusually.
Jul 162020

Store re-opening

Apple is reopening the brand new Apple Sanlitun, which is set to be the next iteration of Apple’s first store in China. The store is twice the size of the original and represents a number of firsts for China. The store will have comprehensive health and safety procedures, as do all Apple store locations - including mask and temperature checks.
Jun 222020

WWDC ‘20

Apple holds a virtual World-Wide Developers’ Conference (WWDC) in the face of the COVID pandemic, releasing a host of software and services updates, and prices lift 2.13%. The online event was attended by millions of developers, and was free for absolutely everyone. Quite exciting for all the tech nerds out there. Apple unveiled the new version of iOS and iPadOS 14, macOS Big Sur, watchOS 7, and tvOS 14, as well as a few other software updates such as improvements to AirPods and AirPods Pro.
Jun 102020

Back on top

After a rapid decline as the Coronavirus pandemic hits stocks around the world, Apple has been gradually climbing back up, and hits an all-time high in anticipation of its WWDC as demand for new devices is been buoyed by work-from-home conditions. Prices lift 2.57%.
May 122020

Logic Pro Update

Apple gives its music software, Logic Pro X, its biggest update yet, with redesigned sampling workflow, and new beat-making tools. Prices sink 1.14%.
Newsroom / Apple
May 072020

Advanced manufacturing fund

Apple will grant $10 million from its Advanced Manufacturing Fund to COPAN diagnostics, who are a market leader in sample collection kits that vitally assist COVID-19 testing. Prices lift 1.03%. The award will allow COPAN to accelerate the supply of their testing kits, expanding production from several thousand to more than one million kits per week by early July.
May 042020

MacBook Pro

Apple updates the 13-inch MacBook Pro, adding the magic keyboard for that perfect typing experience. Prices lift 1.41%.
Newsroom / Apple
Apr 302020

Hope on the horizon

Apple releases its Q2 results, and revenue from its wearables and services segment save the day with a big a jump thanks to all those peeps stuck bored at home looking to build muscle and bake banana bread. Prices sink, but only slightly at 1.61%. Apple posted quarterly revenue of $58.3 billion, an increase of 1% from the year-ago quarter, and quarterly earnings per diluted share of $2.55, up 4%.
Amid the most challenging global environment in which we’ve ever operated our business we’re proud to say that Apple grew during the quarter.
Apple CEO Tim Cook said during a call with analysts. Though iPhone sales were a bit flat at $4.37 billion, down 10% from the year before, wearables were up 19% to $6.3 billion, and its services segment was up 14% at a record high of $13.35 billion.
Apr 182020

Services going international

Apple’s services segment, which includes features like iCloud and the App Store, and constitutes an increasingly growing part of Apple’s quarterly revenue, will now be available in 20 more countries around the world. Ka-ching.
Apr 152020

Updated iPhone SE

Apple announces the new, updated, and super affordable iPhone SE, which has the fastest chip and best single camera in any iPhone - starting at $399. Prices sink 0.91%.
Newsroom / Apple
Mar 182020

March web-to-web event

Apple typically holds a jam packed two-hour March event to release new products and update, but with the COVID pandemic surging around the world, the tech giant does a direct-to-web release. Prices sink 2.45%, but to be fair, it’s a market gone wild. Releases included the refreshed MacBook Air and iPad Pro. March 2020 saw organizations globally take a hit from the crash of the stock market as the effects of the worsening COVID-19 pandemic were felt across the world and forced countries to enter strict lockdowns. By March 23, the S&P 500 index had fallen 34% to a low of 2,237.40, just 35 trading days after the February 19 peak, with some of the most volatile trading days in history. Apple reached a crash low of $280.46 on March 23 before beginning to recover.
Mar 012020

More closures

COVID is spreading, and in South Korea the LG factory that makes camera modules for Apple, mostly for the iPhone 11, closes after discovering COVIDin the workforce. This doesn't bode well for the highly-anticipated device’s early production. The tech industry was feeling the affects of COVID-19 more and more, with conferences being cancelled and stores closing. Tim Cook didn’t think at this point that COVID would be a long-term concern, and expressed confidence that things would be contained. Oh, how we wish.
Feb 172020

Investor update

Apple cuts its Q2 guidance numbers in the face of the impacts of the worsening COVID-19 pandemic, which is impacting product supply all over the world and leading to lower Chinese demand. Prices sink 1.83%. Guidance was originally set at between $63 and $67 billion, and Apple didn’t offer a new forecast. It makes a large portion of its iPhones and other products in China, but with the increasing effects of COVID, production was halted and retail stores were forced to close. It wasn't made clear at this point whether or not guidance cuts would impact product releases, but we all know February was not the end of COVID-19.
Jan 282020

Holiday season results

Apple releases its Q1 results covering the lucrative December period, and prices lift 2.09%. Apple posted quarterly revenue of $91.8 billion, an increase of 9% from the year-ago quarter and an all-time record, and quarterly earnings per diluted share of $4.99, up 19%, also an all-time record. Revenue and profits hit significantly higher than Wall Street expectations, and it was “sort of a blockbuster quarter all the way around,” Apple CEO Tim Cook put it to CNBC news. The revenue boost of 9% was particularly pleasing after last quarter’s guidance slash, and iPhone sales increase of 8% helped to appease concerns over growth. However, the deadly Coronavirus was on the rise, and Q2 guidance had a much wider range than usual at between $63 billion to $67 billion.
As you can see from the range, we anticipate some level of issue there.
Cook warned.
Dec 182019

Dream team

Apple joins forces with Amazon, Google, and the Zigbee Alliance (what a team), aiming to increase device compatibility for consumers by developing and adopting new connectivity standards, with a focus on security as a key design tenet.
Dec 092019

Apple makes TV history

Apple TV+ makes history as the first streaming service to earn Golden Globe nominations in its launch year. Prices sink 1.40%. Apple TV+’s The Morning Show, was honored with multiple prestigious Golden Globe nominations, including Best Performance.
Newsroom / Apple
Nov 202019

Austin expansion

Apple announces the construction of an all-new campus in Austin, Texas, and is preparing to ship the Mac Pro just in time for Christmas. Prices sink 1.16%.
Nov 132019

Product update

Apple unveils the new MacBook Pro with a 26-inch screen (all the better to watch movies with in lockdown), with faster performance and a slicker keyboard. Prices lift 0.96%
Nov 042019

Housing crisis commitment

California’s worsening housing crisis will receive a $2.5 billion contribution from Apple to combat the affordability and availability issues citizens are facing. Prices lift 0.66%. What nice guys.
Oct 302019

Earnings beat

Apple releases Q4 results which beat earnings and put iPhone sales back on track, lifting prices 2.26%. Apple posted quarterly revenue of $64 billion, an increase of 2% from the year-ago quarter, and quarterly earnings per diluted share of $3.03, up 4%. Once again, revenue was fuelled by strengthening services (which were up 18%) and wearables (54% up) segments. iPhone sales are still down 9% year-on-year, but this is an improvement on previous quarters that saw revenue drop 15%.
We concluded a groundbreaking fiscal 2019 with our highest Q4 revenue ever, fueled by accelerating growth from Services, Wearables and iPad. With customers and reviewers raving about the new generation of iPhones, today’s debut of new, noise-cancelling AirPods Pro, the hotly-anticipated arrival of Apple TV+ just two days away, and our best lineup of products and services ever, we’re very optimistic about what the holiday quarter has in store.
Said Tim Cook, Apple’s CEO.
Oct 282019

AirPod update

Apple introduces the new AirPods Pro, with active noise cancellation and immersive sound. Prices gain 1%.
Newsroom / Apple
Sep 172019

Advanced manufacturing fund

Apple announces that it will be awarding $250 million of its Advanced Manufacturing Fund to Corning Incorporated. Corning supplies precision glass to Apple, and the award builds on the $200 million the company received in 2017.
Sep 092019

September event

Apple holds its September event, unleashing new iPhones — three of them, no less — as well as updates on other hardware and streaming services. Prices sink 0.43%. The star of the show was the iPhone 11 (debuting at $699), but we also got introduced to the iPhone 11 Pro Max (the first of its kind), Apple’s new gaming arcade service, Apple TV+, a new Apple Watch, and even a new iPad.
Aug 052019

China pressure

Apple prices have their worst day since May, seeing a 5.23% price drop. As backlash against tariffs announced against them last week, China let the yuan to fall to its lowest point against the dollar in more than a decade. The Dow plunges 760 points.
Jul 302019

Growth in revenue

Apple’s Q3 results report its biggest June quarter ever with higher than expected earnings, showing that the tech-giant’s revenue has returned to growth after two slowing quarters. Prices lift 2.04%. Apple posted quarterly revenue of $53.8 billion, an increase of 1% from the year-ago quarter, and quarterly earnings per diluted share of $2.18, down 7%. Apple’s iPhone revenue was lower than analysts expected, and fell 12% from the same quarter last year, accounting for 48.3% of total revenue. Apple’s services segment raised the roof again.
Our strong services performance was broad-based. We set new all-time records for AppleCare, music, cloud services, and our App Store business, and we achieved a new third quarter revenue record for the App Store.
Cook said in a call with analysts.
Jul 252019

Intel acquisition

Apple and Intel join forces in a deal worth $1 billion, signing an agreement for Apple to acquire the most of Intel’s smartphone business, and 2,200 employees for the Apple team and leases on intellectual property etc. Prices sink 0.79%.
Jul 092019

Back to school

Just in time for the back-to-school rush, Apple updates its MacBook Air and MacBook Pro, and lowers the price slightly for students. Prices lift 0.61%.
Shubham Sharan / Unsplash
Jun 272019

Staff changes

Apple names 24-year Apple veteran, Sabih Khan, to the company’s executive team as senior vice president of Operations. Jony Ive, Apple’s Chief Design Officer, will be departing to form his own independent design company with Apple as a client.
Jun 032019

WWDC ‘19

Apple holds its annual Worldwide Developers Conference, and after losing 13% in May, by the end of WWDC prices lift from $219.50 to to $237.69, continuing to rise in anticipation of releases. Apple debuted new versions of iOS, iPadOS (now separate from iOS, exciting), macOS, tvOS, and watchOS - all of which have a long list of new features. With iOS 13 iPhone users will get dark mode, performance boosts and upgrades to Maps and Siri. We also got a peek at the new Mac Pro (starting at $5,999) and 6K Apple Display ($4,999).
Julian Schiavo / Wikimedia Commons
May 282019

Updated iPod touch

Even in the face of dramatically deteriorating iPod sales, Apple releases a new iPod touch with AR and FaceTime experiences. Prices sink 0.41%
May 132019

US-China trade dispute

Apple is straight up not having a good time right now, as stock is increasingly hit by worsening US-China trade relations. Prices take a hit of 5.81% after Morgan Stanley says Trump's new tariff on China could mean an extra $160 to the $999 iPhone XS China announced plans to apply 25% duties on 2,493 US products. Trump hopped on Twitter (the only way to communicate diplomatically, ofc) and accused China of backing out of an agreement with US trade officials, tweeting that “China should not retaliate – will only get worse!” In a research note, Goldman Sachs said the US-China clash could raise consumer prices even further and dent US economic growth.
Apr 302019

Q2 results beat estimates

Apple releases Q2 results that beat estimates and put projected revenue back on track. Prices lift 4.91%. Apple posted quarterly revenue of $58 billion, a decline of 5% from the year-ago quarter, and quarterly earnings per diluted share of $2.46, down 10%. Services revenue reached an all time high of $11.5 billion. Total sales were down 5% from the same quarter year-on-year, but it didn’t seem to matter too much to investors as the stock rose. iPhone revenue was also down 17.33%, accounting for 53.5% of Apple’s total revenue - lower than usual.
Our March quarter results show the continued strength of our installed base of over 1.4 billion active devices, as we set an all-time record for Services, and the strong momentum of our Wearables, Home and Accessories category, which set a new March quarter record.
Said Tim Cook, Apple’s CEO.
We delivered our strongest iPad growth in six years, and we are as excited as ever about our pipeline of innovative hardware, software and services.
Apr 162019

Qualcomm litigation

After a legal battle spanning two years and multiple continents, Apple and Qualcomm agree to settle all ongoing lawsuits. Prices lift 0.01%. Apple agreed to give Qualcomm a settlement of an undisclosed amount, and the two reached a six-year patent license agreement, with Qualcomm providing parts to Apple for a couple of years. The two tech-giants had been fighting over Qualcomm’s patent licensing practices since 2017. Apple thought Qualcomm was ripping them off on prices for essential parts. In the past few months, Qualcomm had managed to apply a bit of pressure to Apple by winning iPhone bans in Germany and China over patent violations - any more wins like that and Apple would be in trouble. The two went to court this week, but settled before they’d both finished their opening arguments, probably because neither of them wanted any of their deep dark secrets exposed in a messy legal fight.
Apr 112019

Clean energy goal topped

Apple announces it has almost doubled the number of suppliers that have committed to run their Apple production on 100% clean energy, with the company having spent $50 billion on environmental initiatives. Prices sink 0.83%.
Newsroom / Apple
Mar 252019

March Event

After releasing a string of updates over the past couple of days, Apple holds its first ever services-centric March event, with no hardware announcements at all. Prices climb in anticipation of the event but sink 1.21% on the day. CEO Tim Cook introduced Apple News+, Apple Arcade, Apple Card, and Apple TV+. With the dramatic increase in Apple’s services revenue, it's understandable that they’d give that section a bit of TLC.
Mar 202019


Apple updates its revolutionary AirPods with 50% more talk time, the option of a wireless charging case, and a hands-free way to get Siri’s attention. Prices lift 0.87%
Newsroom / Apple
Mar 192019


Apple updates the iMac with a 2x performance boost and better displays; and people can expect their iMac to be faster for everyday tasks. Prices sink 0.79%.
Mar 182019

New models

Apple introduces the brand new iPad mini and iPad Air, with stronger powers and displays. Prices lift 1.02%.
Newsroom / Apple
Feb 052019

Q1 jump

Despite the price plunge that took place when Apple slashed its Q1 guidance, shares jump on Q1 results that just beat estimates and show slowing iPhone sales but growing sales in the services department. Prices gain 6.83%. Apple posted quarterly revenue of $84.3 billion, a decline of 5% from the year-ago quarter and just above its projected revenue, and quarterly earnings per diluted share of $4.18, up 7.5%. This was the first report released under the new reporting structure announced last quarter, which shifted focus away from iPhone sales and focused on other metrics. Apple saw a sharp decline in iPhone revenue in Q1, making a mark on the company’s main revenue stream. The revenue for Apple’s services segment (such as Apple Pay and iCloud) though came in above $10.9 billion, a 19% year-over-year increase.
While it was disappointing to miss our revenue guidance, we manage Apple for the long term, and this quarter’s results demonstrate that the underlying strength of our business runs deep and wide.
Said Tim Cook, Apple’s CEO.
Our active installed base of devices reached an all-time high of 1.4 billion in the first quarter, growing in each of our geographic segments. That’s a great testament to the satisfaction and loyalty of our customers, and it’s driving our Services business to new records thanks to our large and fast-growing ecosystem.
Feb 052019

Stay green

Apple releases its 13th Annual Supplier Responsibility Performance report showing its many milestones in environmental impact and education initiatives. The company revealed it had trained more than 17 million of its supplier employees on workplace rights, and delivered education and training skills to 3.6 million. All final assembly spots for Apple devices were now certified Zero Waste to Landfill, conserving billions of gallons of water and lowering greenhouse gas emissions.
Feb 052019

Staff changes

Apple names Diedre O’Brien as the new Senior Vice President of Retail + People, replacing Angela Ahrendts as she departs after five successful years of service.
Jan 022019

Revised Q1 guidance

Apple announces that it is revising its previous Q1 guidance in the face of lower than expected iPhone sales in China. Prices plummet 9.96% to the worst low Apple has seen since 2017. Apple lowered revenue guidance to $84 billion, down from the $89 billion-$93 billion the company had projected. Gross margin was also lowered to about 38% from between 38% and 38.5%. Cook cited a number of factors in his letter to investors, primarily weaker than expected iPhone sales - mostly in the China region - and said that price increases that had to do with the strength of the dollar and cheaper battery replacements could have impacted sales numbers.
If you look at our results, our shortfall is over 100% from iPhone and it’s primarily in greater China.
Cook told CNBC’s Josh Lipton in an interview.
It’s clear that the economy began to slow there for the second half and what I believe to be the case is the trade tensions between the United States and China put additional pressure on their economy.
The same day, Apple celebrated a blockbuster holiday week in the App Store, with sales topping $1.22 billion, and a record breaking New Year’s Day 🎉.
Dec 132018

Austin expansion

Apple announces a huge expansion of its operations in Austin, Texas, which includes an investment of $1 billion into a new campus in North Austin. The company also announced plans to launch new sites in Seattle, San Diego and Culver City; as well as expand in cities across the U.S. including Pittsburgh and Boulder over the next three years.
Apple employees in New York celebrate the launch of iPhone XS on September 21, 2018 / Newsroom / Apple
Nov 262018

Go girl

Apple launches an app development program that offers immersive technology apps for the female app developers out there to help grow women led businesses. Prices lift 1.35%.
Nov 012018

A store in París

Apple opens a beautiful store on the famed Champs Elysee. Vive la France!
Nov 012018

Q4 chaos

Apple shares slip on Q4 results that offer weak guidance and slide even further after it reports that the company will no longer list out iPhone, iPad and Mac unit sales. Prices sink 6.63%. Apple posted quarterly revenue of $62.9 billion, an increase of 20% from the year-ago quarter, and quarterly earnings per diluted share of $2.91, up 41% – and beating estimates on the top and bottom line. The company projected total revenue for Q1 to be between $89 billion to $93 billion, coming in only slightly below analyst estimates of $93.02 billion. Services revenue reached an all-time high of $10 billion.
We concluded a record year with our best September quarter ever, growing double digits in every geographic segment. We set September quarter revenue records for iPhone and Wearables and all-time quarterly records for Services and Mac.
Said Luca Maestri, Apple’s CFO.
We generated $19.5 billion in operating cash flow and returned over $23 billion to shareholders in dividends and share repurchases in the September quarter, bringing total capital returned in fiscal 2018 to almost $90 billion.
Oct 302018

October Event

Apple holds a special event, unveiling the new iPad Pro, Mac mini, and MacBook Air. Prices gain 0.50%.
Sep 242018


Apple acquires the music discovery app Shazam in a deal worth $400 million - making Shazam one of Apple’s biggest acquisitions both in music and overall. Prices gain 1.44%.
Sep 122018

September event

Apple’s September event introduced a few devices that fully embrace notch-life - three new iPhones that do away with the home button in place of the crazy advanced Face ID technology. Prices sink 1.24%. We got introductions to the new iPhone Xs and Plus, the iPhone Xr, and the Apple Watch Series 4.
Jul 312018

Q3 victory

Apple stock soars as it releases its Q3 results, smashing estimates and ending trading just shy of a highly anticipated $1 trillion market value. Prices surge 5.89%. Apple posted quarterly revenue of $53.3 billion, an increase of 17% from the year-ago quarter, and quarterly earnings per diluted share of $2.34, up 40%. iPhone sales didn't quite make estimates but surpassed them for average selling price, although were once again beaten on revenue by Apple’s Services segment. Shareholders were anxiously awaiting a price of $207.05 to make Apple the first publicly traded U.S. company worth $1 trillion.
Jul 242018

Piazza party

Apple opens a store in Milan, in the heart of a piazza that will be revitalized by the opening.
Newsroom / Apple
Jul 122018

MacBook Pro Update

Apple introduces the updated MacBook Pro with lightning fast performance and more memory. Prices lift 1.68%.
Jul 122018

Clean energy efforts

Apple introduces an investment fund in China to connect suppliers with clean energy sources as a part of its efforts to combat climate change and contribute to the increased use of renewable energy, now that its 100% green itself. Prices lift 1.68%.
Jun 252018

Get voting

Apple News releases a section specifically focussed on the 2018 Midterm Elections, giving people an easy and trusted way to follow the election. Prices sink 1.49%.
Jun 042018

WWDC ‘18

Apple holds its annual Worldwide Developers Conference and releases a bunch of exciting software updates but no hardware unveilings. Prices lift 0.84%. The company introduced iOS 12, screen time management features, watch OS 5 updates, MacOS Mojave, and a new Apple TV.
Minh Nguyen, Public domain / Wikimedia Commons
May 012018

Sales momentum

Apple releases its Q2 earnings, showing revenue and profit that beat estimates and a sales forecast that suggests strong momentum. Prices surge up 4.42%. Apple posted quarterly revenue of $61.1 billion, an increase of 16% from the year-ago quarter, and quarterly earnings per diluted share of $2.73, up 30%. Apple revenue increased 16% - the fastest growth in more than two years. The tech giant sold 52.2 million iPhone 2.9% % from a year ago, and just under the 52.3 million predicted. The company also raised its dividend, unveiled a new $100 billion share buyback and reported services sales (like Apple Pay and the App Store) jumped 31%t. Q3 revenue will be $51.5 billion to $53.5 billion, also ahead of Wall Street forecasts.
Apr 092018

Gone green

Apple announces that it is now 100% globally powered by renewable energy, with plans to get nine more suppliers to commit to the cause. Prices lift 0.99%. Not only that, but a few days later Apple contributed to the non-profit Conservation International for each device it got in its Apple GiveBack program. In a further effort to aid the global recycling effort, the company also debuted Daisy - a robot that disassembles iPhones to recover valuable materials and reuse them. Everyone needs a Daisy.
Newsroom / Apple
Apr 092018


Apple introduces the iPhone 8 and 8 Plus RED edition, purchases of which will provide testing, counselling, and treatment of the tens of millions of people suffering from HIV/AIDS. There’s never been a cooler way to help out. Prices lift 0.99%.
Mar 272018

Education first

Apple holds its March event, which is an education-focused affair, releasing the new iPad with apple pencil support, and a new online curriculum to spark creativity. Prices sink 2.56%.
Feb 222018

Nestled in the mountains

Apple opens its first store in Austria, nestled in the mountains in Vienna.
Newsroom / Apple
Feb 052018

Cyber step-up

Apple, Cisco, Aon and Allianz announce a new cyber risk management solution for businesses, designed to make businesses more resilient against ransom and malware-related cyber risk, which are the most common threats faced by organizations today. Prices sink 2.50%
Feb 012018

Lingering concerns

Apple releases its Q1 results, which show some good numbers but make no headway in dispelling concerns over slowing iPhone sales. Amid a broader market sell-off, prices sink 4.34%. Apple reported quarterly revenue of $88.3 billion, an increase of 13% from the year-ago quarter and an all-time record, and quarterly earnings per diluted share of $3.89, up 16%, also an all-time record. However, the total number of iPhones sales declined 1% from the same quarter a year before; and Apple’s sales forecast fell well below Wall Street estimates.
The quarter had enough of both positives and negatives to keep the bulls and bears firmly in their own camps for now.
One analyst wrote.
Jan 242018

Expanding into SK

Apple announces the opening of its first store in Seoul, the first of its kind in South Korea.
Jan 212018

Who run the world? GIRLS

The Malala Fund and Apple announce they’ve teamed up, with the tech giant becoming the Fund’s first Laureate partner, which will allow for significant expansion of Malala’s efforts in championing every girl’s right to 12 years of free, safe, quality education. We love it.
Jan 172018

Doing its part

Apple is doing its part for job creation in the U.S., and expects to contribute $250 billion to the U.S. economy over the next five years, accelerating its investment into the economy and its workforce. Prices lift 1.65%.
Jan 042018

Another New Years’ Day, another record

This year is no exception to Apple’s record-breaking New Years’ Day rule, with a new record of $300 million in purchases in just the one day. Prices lift 0.46%.
Dec 132017

Job creation

Apple announces the latest award winner of its $1 billion Advanced Manufacturing Fund, Finisar, which is a leading manufacturer of optical communications components. Finisar will receive $390 million as part of Apple’s commitment to support innovation and job creation by American manufacturers. Prices lift 0.33%.
A Finisar worker wears specialized gear in the manufacturing area of the Allen, Texas facility / Newsroom / Apple
Dec 082017

Everyone can code

Australian initiative, Everyone Can Code, now offers a full-year course designed by Apple engineers to teach coding and app design to students in over 20 colleges outside of the U.S. – and later to be brought to students in Chicago and nearly 70 European universities. Prices lift 0.82%.
Nov 022017

Back on top

After a bit of a struggling streak with sliding revenues, Apple is officially back on top, ending the fiscal year with Q4 earnings that smash estimates, lifting prices 2.61%. Apple posted quarterly revenue of $52.6 billion, an increase of 12% from the year-ago quarter, and quarterly earnings per diluted share of $2.07, up 24%. After a rocky start in product launch week, the iPhone 8 was a surprise best-seller and “instantly” became one of Apple’s top two selling products at launch, chief executive Tim Cook said on a conference call. The company doesn't plan to slow down either, issuing Q1 guidance that was above expectations.
You can see from our guidance, we’re very bullish.
Cook said.
Oct 202017

Michigan Avenue store

Apple’s newest storefront on Michigan Avenue in Chicago opens on October 20.
Newsroom / Apple
Aug 292017

Katherine Adams joins the team

Bruce Sewell retires, naming Katherine Adams as his replacement for General Council.
Aug 292017


Apple’s September special event is pretty mind-blowing, unveiling some big ticket items like the iPhone 8 and the iPhone X. Unfortunately, product reviews seem to be less than positive and Apple has its worst product launch week to date. The $999 iPhone X was the biggest reveal of the day, but that’s not to say there was nothing else exciting going on. Other unveilings included iPhone 8, iPhone 8 Plus, Apple Watch Series 3 and 4K Apple TV.
Aug 292017

Accenture partnership

Apple and Accenture partner up to create innovative business solutions for iOS, to help companies unlock new revenue streams, increase productivity, improve customer experience and reduce costs. Prices lift 0.89%
Aug 242017

New data center

Apple announces that its next data center will be built in Iowa and will run 100% on renewable energy. Prices lift 0.37%.
Aug 012017

New business lines paying off

Apple releases its Q3 results, with the company crediting newer lines of business such as Apple Pay and the App Store with fuelling growth. Prices rise 4.73% to the highest point of the year so far. The company posted quarterly revenue of $45.4 billion and quarterly earnings per diluted share of $1.67. Revenue was up 7% year on year and quarterly profit rose 12%. Revenue from other devices and services though, such as the Apple Watch, Apple TV and Beats products, jumped 23% year-on-year and were the real shining star of Q3. The one aspect that caught concern was sliding revenues in China, which were down 9.5%, possibly to do with China’s strict internet censorship regime.
Jun 212017

A new people person

Apple names Deirdre O’Brien, a 30-year Apple veteran, as the company’s new Vice President of People. Prices lift 0.59%.
Newsroom / Apple
Jun 162017

Staffing changes

Apple announces that Jamie Erlicht and Zack Van Amburg have joined Apple in new roles overseeing all aspects of video programming worldwide. They both joined from Sony Pictures after serving as presidents since 2005, and blessing us with some absolute bangers like Breaking Bad and The Crown. Prices sink 1.4%
Jun 092017

Market sell-off

Apple loses 3.88% amidst a broader-market sell off that crashed tech stocks. An investment bank warns, after an average WWDC, that share prices of companies like Apple, Amazon, and Facebook had risen too quickly, and shares of all took a hit.
Jun 052017

Reddit x WWDC ‘17 colab

Apple holds its annual Worldwide Developers Conference revealing updates our way, and rumors are swirling in the early hours after alleged Foxconn insiders leaked details of the product releases coming that day (like the Siri speaker and iPhone 8) in a Reddit thread (where else). Prices sink 0.98%. Apple holds its annual Worldwide Developers Conference revealing updates our way, and rumors are swirling in the early hours after alleged Foxconn insiders leaked details of the product releases coming that day (like the Siri speaker and iPhone 8) in a Reddit thread(where else). Prices sink 0.98%. Unveilings included the watchOS 4 for Apple Watch, an all new App Store, updates for the iMac, a macOS High Sierra preview, the arrival of the iMac Pro in December, an iPad Pro, and iOS 11. Apple also took Siri up against the likes of Google Assistant and Amazon Alexa with the new HomePod.
Jun 012017

Developers getting the big bucks

Apple announces that developer earnings from its revolutionary App Store have topped $70 billion since its launch in 2008.
May 232017

Apple and Nokia settle

After a few months of legal disputes, Apple and Nokia settle and sign a patent license and business cooperation agreement. Prices sink 0.12%. In December, Nokia claimed that Apple had breached 32 technology patents in its users interfaces and video encoding. It wasn’t the first time the two had had a rumble, after being locked in a series of legal battles between 2009 and 2011 over the patents for the technology they used in their mobile phones. The new deal allowed Apple to use the technology while Nokia receives an up-front cash payment. The details of the financial agreement were not specified, but it was suggested that it could be worth millions of dollars to Nokia.
May 022017

Cooling iPhone sales

Apple announces Q2 results, showing a surprising dip in iPhone sales. Prices sink 0.31%. Apple posted quarterly revenue of $52.9 billion and quarterly earnings per diluted share of $2.10. Q2 earnings per share beat Wall Street estimates, but revenue just missed; and the company’s revenue forecast for Q3 was about $1 billion short of expectations at $44.5 billion. Revenue for the iPhone rose a meager 1% to $33.2 billion, which Tim Cook attributed to people holding out for the new iPhone. Apple also expanded its capital return program by $50 billion to $300 billion.
Apr 252017

Middle eastern beauty

Apple premiers its newest Middle Eastern store in the Dubai Mall; a breathtaking store with amazing views of the Burj Khalifa and overlooking the mesmerizing Dubai Fountain. Prices lift 0.62%.
Newsroom / Apple
Mar 212017

Press release extravaganza

In place of a March special event this year, Apple reveals a bunch of rumored releases (while still keeping us waiting for others) in a flurry of press releases that all take place within three minutes. Prices sink 1.15%. Oh the excitement. The press release extravaganza saw a new 9.7-inch iPad debuted with an impressively low $329 price point, along with a red aluminum iPhone 7, both of which went on sale on March 24. New Apple Watch bands were out, and iPhone cases in new colors. Apple also said it would release an app for making videos, and the iPhone SE and the iPad mini 4 got new minimum storage tiers and pricing drops.
Feb 222017

Apple Park

The awe-inspiring Apple Park will be open to employees from April. Prices lift 0.30%. The park, which was envisioned by Steve Jobs as a center for creativity and collaboration, will have a theatre named after him at one of the highest points within Apple Park — overlooking meadows and the main building.
Carles Rabada / Unsplash
Jan 312017

Q1 return to growth

Apple breaks its losing streak with Q1 results easily beating estimates, and prices get a lift of 6.10%. Apple posted all-time record quarterly revenue of $78.4 billion and all-time record quarterly earnings per diluted share of $3.36. These results compare to revenue of $75.9 billion and earnings per diluted share of $3.28 in the year-ago quarter. CEO Tim Cook said on a call with investors that it was largely the especially high demand for the iPhone 7 and 7 Plus that fuelled the surging revenue, making up a higher percentage of sales than expected. “We’re thrilled to report that our holiday quarter results generated Apple’s highest quarterly revenue ever, and broke multiple records along the way. We sold more iPhones than ever before and set all-time revenue records for iPhone, Services, Mac and Apple Watch,” he said. “Revenue from Services grew strongly over last year, led by record customer activity on the App Store, and we are very excited about the products in our pipeline.”
Jan 052017

Record-shattering NY

Once again, Apple kicks off the year with its busiest New Year’s Day on its revolutionary App Store, finishing off a record-breaking holiday season and a year of unprecedented developer earnings and breakout app hits. In 2016 alone, developers earned over $20 billion. Seems like a good time to learn coding..
Nov 302016

Apple goes RED

In honor of World AIDS Day, Apple is offering ways for customers to join its fight against AIDS with limited-edition, custom (RED) content on various Apps, with all proceeds from in-app purchases going to the Global Fund.
Oct 272016

Special event

Days after earnings come out, Apple holds a special event with one star announcement: a brand-new, thinner, lighter MacBook Pro with Touch Bar. Prices sink 0.96%. Apple had some other exciting announcements as well, and other unveilings included the new Apple TV App for all your streaming needs, an update to its video and photo editing software Final Cut Pro X, and a new accessibility website.
Oct 252016

Revenue decline #3

Apple releases Q4 results, posting its third consecutive quarterly revenue decline, and prices take a hit of 2.25%. Apple posted quarterly revenue of $46.9 billion and quarterly net income of $9 billion, or $1.67 per diluted share. Quarterly earnings topped estimates, and revenue was on par with expectations. The tech giant sold 45.51 million iPhones in the three months to 24 September, beating an average estimate of 44.8 million. The company also forecast higher-than-expected holiday season revenue of between $76 billion and $78 billion.
We are pleased to have generated $16.1 billion in operating cash flow, a new record for the September quarter.
Said Luca Maestri, Apple’s CFO.
We also returned $9.3 billion to investors through dividends and share repurchases during the quarter and have now completed over $186 billion of our capital return program.
Sep 282016

Deloittes partnership

Apple and Deloitte form a partnership to accelerate business transformation on iPhone and iPad. Prices gain 0.76%
Sep 232016

Ay caramba

Apple is opening its first Apple Store in Mexico City. 🇲🇽
Newsroom / Apple
Sep 072016

Special event

Apple holds a September event unveiling its brand new iPhone 7 and 7 Plus, but oddly prices only gain 0.61%. However, leading up to the release on September 16 prices jump to their highest point this year, hitting highs of $144.66 the day before. Whilst everyone was already expecting the iPhone 7 release, Apple had some surprises in store beforehand: including the game-changing Air-Pods, new colors for the Hermes X Apple Watch colab as well as the new Nike+ app on Apple Watch, the Apple Watch 2 series, and the arrival of Apple Pay in Japan.
Aug 172016

Environmental progress

Lens Technology, a major Apple supplier in Beijing, announces a commitment to running all of its environmental operations on completely renewable energy – a move that is part of Apple’s plan to help manufacturers lower their carbon footprint. Prices lift 0.15%
Jul 262016

Apple services save the day

Apple announces its Q3 earnings, which beat estimates despite slowing revenue. Revenue from Apple services such as the App Store wins the day with 19% revenue growth. Prices get a lift of 6.50%. Apple posted quarterly revenue of $42.4 billion and quarterly net income of $7.8 billion, or $1.42 per diluted share. Numbers beat on earnings and sales — analysts had expected $1.38 in earnings per share on $42.09 billion in sales. Revenue fell 14.6% for the quarter, the second quarter in a row that it has decreased year on year. However, growth in revenue from Apple Services — like iCloud and Apple Music came in at $5.97 billion, up 19%.
We are pleased to report third quarter results that reflect stronger customer demand and business performance than we anticipated at the start of the quarter.
Said Tim Cook, Apple’s CEO.
We had a very successful launch of iPhone SE and we’re thrilled by customers’ and developers’ response to software and services we previewed at WWDC in June.
Jun 132016

WWDC ‘16

This years’ Worldwide Developers Conference is a big one and comes with mostly incremental or software updates, with a lot of changes geared towards moving between Apple devices easily. Prices sink 1.51%. Unveilings included new Siri capabilities on Apple TV, new fitness and health features to the Apple Watch, apps to help kids learn to code, developments like organ donation registration now available on iPhone, the New Mac OS X Sierra update, and iOS 10 - which is Apple’s “biggest iOS release ever”/
May 192016


Apple’s expanding its spaces on the ground, opening a new retail store in San Francisco’s Union Square, as well as a development office in Hyderabad, India, focussing on Maps development and creating up to 4,000 jobs. Prices sink 0.38%.
May 182016

New data center

Apple will open a new data center in Bengaluru, India, to support engineering talent and accelerate growth in India’s iOS developer community. Prices lift 1.18%.
May 172016

Celebrating Chinese music

Apple announces a GarageBand update that celebrates the rich history of Chinese music with new Chinese instruments and vocals.
May 052016

SAP partnership

Apple announces it has entered into a partnership with software company SAP. The companies plan to combine efforts to deliver a new iOS software development kit (SDK) and training academy so that developers can easily build native iOS apps that are specific to their business needs. Prices sink 1.01%.
Apr 262016

Revenue decline

Apple’s Q2 earnings see its revenue decline for the first time in 13 years, and prices fall 6.26%. Oops. The company posted quarterly revenue of $50.6 billion and quarterly net income of $10.5 billion, or $1.90 per diluted share. That compares with $58 billion in revenue and $13.6 billion in profits during the same quarter last year, a drop of 13% for the revenue. It’s not all bad news though, and the company is doing well with its services, with services revenue reaching its highest ever: $6 billion, up 20% from the year before. Apple also announced that there had been a $50 billion increase to its capital returns program, taking the number up to $250 billion.
We generated strong operating cash flow of $11.6 billion and returned $10 billion to shareholders through our capital return program during the March quarter.
Said Luca Maestri, Apple’s CFO.
Thanks to the strength of our business results, we are happy to be announcing today a further increase of the program to $250 billion.
Apr 192016

Updated MacBook Pro

Apple announces the new and improved MacBook Pro with latest processors, longer battery life, and a new rose gold finish. Prices sink 0.53%.
Mar 212016

FBI fandango

After kicking off with a statement about Apple’s ongoing battle with the FBI - Apple and CEO Tim Cook release some fun new products, including the iPhone SE. Prices sink 0.01% There’d been a legal tussle going on between the FBI and Apple after the Feds asked Apple to gain access to the iPhone used by the San Bernadino shooter in 2015, sparking a larger debate surrounding the seemingly never-ending debate between tech firms and the feds over data privacy and how legal authorities should be able to access that data. Tim Cook refused, saying that he’d need to write code that would be able to access all phones, making it a master key to jimmy a door that said “private”. The Feds said it was a one-time deal and they wouldn't do it again (yeah right), so they went to court. Turns out it didn't matter either way because the government found an independent third contractor that could unlock the phone. Tim Cook commented at the March Event:
We believe strongly that we have a responsibility to help you protect your data and protect your privacy. We will not shrink from that responsibility.
Other event unveilings included the 9.7 inch iPad Pro, advanced Health Apps, and advancements to ResearchKit.
Jan 262016

Q1 price drop

Apple releases its Q1 earnings reporting some stunning numbers, but it also shows Apple’s slowest growth in iPhone sales since the company launched, as well as a disappointing revenue forecast for 2016. Prices sink 6.57%. Apple posted record quarterly revenue of $75.9 billion and record quarterly net income of $18.4 billion, or $3.28 per diluted share. Revenue was the largest ever recorded by a public corporation after breaking its own record from the previous quarter. Apple sold 74.8 million iPhones (up 1%), 16.1 million iPads (down 25%), and 5.3 million Macs. Slow growth leads analysts to worry that the tech-giant may have reached its peak. The company’s Q2 revenue guidance was between $50 and $53 billion, down from the $58 billion in revenue booked in Q2 2015, which if accurate, would be the first year-over-year revenue decline that Apple has had in 13 years. This contributed to concerns that Apple was now more of a value stock with no explosive growth ahead. Spoiler alert – not true.
Jan 202016

New & improved music apps

Apple introduces a bunch of new music-making apps, meaning those with an artistic side have all the tools to create music right from their phone or iPad, like their own mini portable studio. Prices lift 0.13%.
Jan 062016

Record breaking holiday season

Apple announces that this past holiday season has been the best ever for the App Store - setting Christmas and NYE records. Over the last two weeks, customers spent over $1.1 billion on apps and app purchases, and over $144 million on January 1 alone. Developers had been paid nearly $40 billion while the App Store carried on fuelling growth. Prices sink 1.96%.
Dec 182015

Apple Pay China

Apple is working with ChinaUnion to bring Apple Pay to iPhone and iPad users in China.
Dec 172015


Apple announces new Chief Operating Officer Jeff Williams, along with some other higher up hires. Prices sink 2.12%.
Apple Leadership / Apple
Oct 272015

A solid Q4

Apple delivers its Q4 results, reporting in solid numbers that beat expectations, and prices are up 4.12%. Apple posted quarterly revenue of $51.5 billion and quarterly net profit of $11.1 billion, or $1.96 per diluted share; fueled by record Q4 iPhone sales, the expanded availability of Apple Watch, and records for Mac sales. Apple sold 48.05 million iPhones, a 22% jump from the previous year, and is around what analysts expected.
Apple’s record September quarter results drove earnings per share growth of 38% and operating cash flow of $13.5 billion.
Said Luca Maestri, Apple’s CFO.
We returned $17 billion to our investors during the quarter through share repurchases and dividends, and we have now completed over $143 billion of our $200 billion capital return program.
Oct 012015

James Bell joins

Apple announces that James A. Bell, who formerly held the position of CFO and Corporate President of the Boeing Company, has been elected to serve on Apple’s Board of Directors.
Sep 282015

iPhone 6 breaking records again

Apple reports record sales of over 13 million of the updated iPhone 6 and 6 Plus - which comes in rose gold and has a bunch of sleek tech updates - just three days after its launch.
Sep 092015

Special event

Apple holds its annual September special event, releasing what Siri has had up her sleeve. Prices are volatile on the day but ultimately sink 1.92%. Unveilings included Apple’s first dalliance with fashion in the form of its Hermes X Apple Watch collection, the free iOS 9, an iPad Pro with Retina display, an updated Apple TV, and an updated iPhone 6 and 6 Plus (which comes in rose gold omg we love).
Jul 212015

High expectations

Apple releases its Q3 results, and there’s a confusing response. Despite some impressive numbers and a quarter any company would be proud to call its own, prices sink 4.23% when iPhone sales numbers don't meet estimates. The company posted quarterly revenue of $49.6 billion and quarterly net profit of $10.7 billion, or $1.85 per diluted share. Profit surged 38%, aided again by robust demand for the company’s latest iPhones and strong growth in China where sales more than doubled. The gains lifted the company’s cash reserves to a record $203 billion. However, while there were 35% more iPhones sold in the Q3 compared to a year earlier, those sales missed some analysts’ estimates. Shares fell, erasing about $60 billion in market value.
In the third quarter our year-over-year growth rate accelerated from the first half of fiscal 2015, with revenue up 33% and earnings per share up 45%. We generated very strong operating cash flow of $15 billion, and we returned over $13 billion to shareholders through our capital return program.
Said Luca Maestri, Apple’s CFO.
Jul 152015

New iPod touch

We’re not sure why Apple keeps making these considering the fast and furiously declining sales numbers, but the new iPod touch is introduced. Prices lift 0.96%.
iPod touch / Apple support
Jun 082015

WWDC ‘15

Apple releases a number of new developments but no revolutionary products at this year's Worldwide Developers Conference, and prices decline the first two days but recover slightly toward June 12. Unveilings included the arrival of Apple Pay to the UK, a preview of the new Apple Watch software, OS X El Capitan (we’re loving these wacky names), the News App for iPhone and iPad, iOS 9; and possibly most notably of all, Apple Music. It’s a great lineup all in all, but possibly not as mind-blowing as people were hoping for.
Jun 032015

Voluntary recall

Apple announces a voluntary recall of Beats Pill XL speakers, including a refund for customers. Apple determined that, in rare cases, the battery in the Beats Pill XL may overheat and pose a fire safety risk. Prices lift 0.12%.
May 192015

New MacBook Pro

Apple updates the MacBook Pro with Retina display with a new touch trackpad, longer battery life, and better storage among other things. Prices sink 0.09%.
May 112015

Going green

Apple announces the expansion of its renewable energy and environmental protection initiative in China. Prices lose 1.02% The expansion includes a new multi-year project in coordination with the World Wildlife Fund that will significantly increase responsibly managed forests across China. The program’s goal is to protect 1 million acres of responsibly managed working forests that provide fiber for pulp, paper and wood products. The company’s goal is to achieve a “net-zero impact on the world’s supply of sustainable virgin fiber and power all its operations worldwide on 100 percent renewable energy.”
Apr 272015

Q2 sees record iPhone sales

Apple releases its Q2 results, which beat estimates at most levels, but confusingly while the price rallies during day trading, it ultimately sinks 1.58%. Apple posted quarterly revenue of $58 billion and quarterly net profit of $13.6 billion, or $2.33 per diluted share. Much of the growth was fuelled by record Q2 iPhone and Mac sales and a record-breaking App Store performance. However, iPad sales remained sluggish. Apple said it sold 12.6 million iPads, down 23% from the same quarter the year before. International domination was on the way though, with sales in greater China increasing 71% to $16.8 billion, outpacing those in the US for the first time, and helping to fuel revenues.
We are thrilled by the continued strength of iPhone, Mac and the App Store, which drove our best March quarter results ever. We’re seeing a higher rate of people switching to iPhone than we’ve experienced in previous cycles, and we’re off to an exciting start to the June quarter with the launch of Apple Watch.
Said Tim Cook, Apple’s CEO.
Apr 272015

Capital return program expansion

Apple announces an increase of over 50% to its program to return capital to shareholders. The company plans to utilize $200 billion of cash by the end of March 2017, and has also approved an increase of 11% to the Company’s quarterly dividend, and has declared a dividend of $0.52 per share, payable on May 14, 2015. From the birth of Apple’s capital return program in August 2012 through March 2015, it has returned over $112 billion to shareholders, including $80 billion in share repurchases.
Mar 092015

European data centers

Apple has a $1.7 billion plan to build two new data centers in Ireland and Europe, that are run on renewable energy, to power Apple’s online services like the App Store, the iTines Store, and Maps for users across Europe. Prices lift 0.15%.
Mar 092015

March event

Apple holds a March event, unveiling some products that are pretty much what was expected, but exciting nonetheless. Prices lift 0.43%. The event announced the release date and pricing for the hotly anticipated Apple Watch, ResearchKit (to give tools to medical researchers), the fourth redesign of the MacBook, and iOS 8.2's same day release.
Jan 272015

A terrific start to 2015

Apple starts off the year with a bang, releasing Q1 earnings that show crazy high iPhone sales and record breaking earnings, lifting prices 5.65%. Apple posted record quarterly revenue of $74.6 billion and record quarterly net profit of $18 billion, or $3.06 per diluted share. These made the history books as the largest corporate quarterly earnings ever, beating the likes of Royal Dutch Shell and ExxonMobil.The results were fuelled by iPhone sales, which set a new record at 74.5 million sold - Tim Cook reported that Q1 represented the most new iPhone users ever and the highest switch rate from Android to iPhone.
Our exceptional results produced EPS growth of 48% over last year, and $33.7 billion in operating cash flow during the quarter, an all-time record. We spent over $8 billion on our capital return program, bringing total returns to investors to almost $103 billion, over $57 billion of which occurred in just the last 12 months.
Said Luca Maestri, Apple’s CFO.
Jan 082015

Ringing in 2015 with a record

Apple starts the year off strong, and the first week of January sets a new record for billings from the App Store with nearly $500 billion spent on apps and in-app purchases. New Year’s Day 2015 also marked the single biggest day ever in App Store sales history. These milestones followed a record-breaking 2014, during which time billings increased 50%, and apps generated revenue was over $10 billion. To date, App Store developers have earned a total of $25 billion from the sale of apps and games. Ka-ching.
Dec 102014

IBM App testing

Apple and IBM deliver the first wave of a new class of apps made specifically for business, supporting cloud services that utilize IBM’s big data and analytics capabilities for Apple users. Prices sink 1.9%. The IBM MobileFirst for iOS can be used by customers in banking, retail, government, and airlines among others.
Oct 302014

Tim Cook speaks up

“Tim Cook Speaks Up” is published on Bloomberg, where Tim Cooks speaks to the rumors regarding his sexuality: announcing he is “proud to be gay” 🏳️‍🌈🏳️‍🌈🏳️‍🌈🏳️‍🌈🏳️‍🌈🏳️‍🌈. Go Tim! Prices lift 2.14%.
Kindly granted by Valery Marchive (LeMagIT) / Wikimedia Commons
Oct 202014

Q4 boost

The tech giant reports better than expected Q4 results driven by strong iPhone sales, lifting share prices 2.72%. Apple posted quarterly revenue of $42.1 billion and quarterly net profit of $8.5 billion, or $1.42 per diluted share. There had been concern in the last few quarters regarding slowing growth in sales numbers, but iPhone 6 sales blew analysts' $40 billion revenue expectation out the water.
Our strong business performance drove EPS growth of 20 percent and a record $13.3 billion in cash flow from operations in the September quarter. We continued to execute aggressively against our capital return program, spending over $20 billion in the quarter and bringing cumulative returns to $94 billion.
Said Luca Maestri, Apple’s CFO.
Oct 162014

Special event

Apple holds a special event to announce some exciting products that are more iPad and Mac focused fresh off the iPhone 6 launch. Prices sink 1.31%. The unveilings included a new, more affordable Mac mini, the availability of OS X Yosemite, Apple Pay, and the iPad Air 2.
Sep 222014

Record breaking first weekend

Despite the mixed reaction from the share price on its unveiling, the iPhone 6 and 6 Plus set a new record and top 10 million sales in the first weekend after pre-orders topped 4 million in the first 24 hours.
Sep 092014

Special event

Apple holds a special event, unveiling a whole host of pretty exciting products, including the highly anticipated iPhone 6 and iPhone 6 Plus. Interestingly, share prices are very volatile and close the day down 0.38%, but jump 3.07% the day after. The event unveiled a lot of exciting things, namely the Apple Watch, the development of Apple Pay, iOS 8, and weirdly U2 is releasing a song exclusively with iTunes. Apple stock was active on the day, with 19 million shares traded. Looking at the share price activity during the day, it seems the price took a hit when the iPhone 6 and iPhone 6 Plus were announced.
Sep 032014

Celebrity photo investigation

When TMZ is writing about iCloud, you know Apple is caught up in a scandal, and the drama (involving some leaked nudes) lands iCloud in the spotlight and sends the share price down 4.22%. In September, a trove of leaked nudes from stars like Jennifer Lawrence hit the web. The source of the leaks is quickly traced back to iCloud being hacked, getting Apple in some hot water. Apple responded by beefing up iCloud’s security, including finally encrypting device backups. The company started heavily promoting two-factor authentication as well, which was on its way to becoming ubiquitous in 2015. Tim Cook admitted that Apple had a responsibility to raise awareness among its customers regarding internet security
Jul 292014

MacBook Pro update

Say hello to the MacBook Pro with Retina Display, faster processors, double the memory in both entry-level configurations, and a new, lower starting price.
Jul 222014

Q3 breaks records

Apple releases its Q3 earnings with record quarterly revenues, but some concerningly low iPad sales numbers. Prices lift 2.61%. Apple posted quarterly revenue of $37.4 billion and quarterly net profit of $7.7 billion, or $1.28 per diluted share. However, Apple only sold 13.2 million iPads, lower than people had hoped.
We generated $10.3 billion in cash flow from operations and returned over $8 billion in cash to shareholders through dividends and share repurchases during the June quarter. We have now taken action on over $74 billion of our $130 billion capital return program with six quarters remaining to its completion.
Said Apple’s CFO.
Jul 172014

Bill Campbell retiring

Apple announces that its longest-serving board member, Bill Campbell, is to retire; replaced by the founding partner of BlackRock (BLK), Susan Wagner.
Jul 152014

IBM partnership

Apple announces its new exclusive partnership with IBM (IBM). The partnership will bring together the market-leading strengths of both companies to transform enterprise mobility a new class of business apps that will bring IBM—bringing IBM’s (IBM) big data and capabilities to iPhone and iPad.
For the first time ever we’re putting IBM’s renowned big data analytics at iOS users’ fingertips, which opens up a large market opportunity for Apple. This is a radical step for enterprise and something that only Apple and IBM can deliver.
Said Tim Cook, Apple CEO.
Jun 302014

iTunes U update

Apple announces some updates to iTunes U, giving teachers and students new tools to create content on the iPad, as well as now being able to start discussions and ask questions from their iPad.
Jun 262014

Vibrant iPod touch

Apple brings new vibrant colors and iSight camera to the new (and more affordable) iPod touch, starting at $199. The iPod touch now comes with iOS 7, offering over 200 features like the Camera app filters that let you add real-time photo effects.
Jun 182014

All-in-one desktop

Apple announces a new and more affordable version of its all-in-one desktop, the iMac, starting at $1,099. Prices lift 0.11%
Jun 032014

WWDC ‘14

Apple’s Worldwide Developers Conference reveals “the biggest release since the App Store” in the form of iOS 8, among other things. Prices lift 1.41% on the day of the keynote, June 3. The iOS 8 is a simpler, faster and more intuitive user experience and introduced iCloud photo library, new messages features and the new Health app. Other releases included the OS X Yosemite, which had a fresh and modern look to it and some cool new apps.
May 282014

Beats Acquisition

Apple will acquire the music streaming service Beats Music, together with Beats Music. As a part of the deal, Jimmy Iovine and Dr. Dre (who co-founded Beats) will join Apple. Apple is acquiring both companies for $3 billion.
Apr 292014

Updated MacBook Air

Apple announces the updated MacBook Air with faster processors and lower prices - the perfect everyday notebook, for sale starting at $899.
Apr 232014

52-week highs

Apple reports its Q2 results, the company's highest ever for a non-holiday quarter. Prices lift 8.2%, threatening to hit $600 for the first time since November 1, 2012 - part of which is due to the stock split announcement on the same day. Apple posted quarterly revenues of $45.6 billion and quarterly net profit of $10.2 billion, or $11.62 per diluted share.
We generated $13.5 billion in cash flow from operations and returned almost $21 billion in cash to shareholders through dividends and share repurchases during the March quarter. That brings cumulative payments under our capital return program to $66 billion.
Said Apple’s CFO.
Apr 232014

Capital return program expansion

Apple also expands its capital return program from $100 billion to over $130 billion, increasing its share repurchase authorization to $90 billion from $60 billion to do so. From August 2012 through March 2014, Apple spent $66 billion in cash on its capital return program. Prices lifted 8.2%, largely in reaction to Q2 results. It was also announced that the board of directors had approved a seven-for-one stock split. Everyone who had a share in Apple as of June 2, 2014, got 6 more shares for every one they held.
Mar 182014

Affordable iPad update

Apple announces that the iPad with Retina display has replaced the iPad 2 as the most affordable 9.7-inch iPad, starting at $399. Price lift 0.88%.
Mar 042014

Peter Oppenheimer retiring

Apple’s Chief Financial Officer and vice president, Peter Oppenheimer, is retiring, making way for Luca Maestri (a hire from within) to take his place.
Mar 032014

Safety first

Manufacturers are rolling out CarPlay, which is basically an app that uses the car's native interface, along with Siri, to control your phone hands-free – from music, to directions, to messages and calls. Safety first, kids.
Jan 272014

Sales decline leads to stock decline

Though Apple’s Q1 earnings beat estimates, weak iPhone sales numbers and an underwhelming current-quarter revenue forecast send shares sliding 8%. Apple reported quarterly revenue of $57.6 billion and quarterly net profit of $13.1 billion, or $14.50 per diluted share. It sold 51 million iPhones (fewer than the 55 million expected), 26 million iPads, and 4.8 million Macs. Apple also announced expected current-quarter revenue of between $42 billion and $44 billion, lower than the $46.05 billion expectation.
We generated $22.7 billion in cash flow from operations and returned an additional $7.7 billion in cash to shareholders through dividends and share repurchases during the December quarter, bringing cumulative payments under our capital return program to over $43 billion.
Said Peter Oppenheimer, Apple’s CFO.
Jan 072014

$10 bil in App Store sales

Apple announces that in 2013, App Store sales topped $10 billion – $1 billion in December alone, making it the most successful month in App Store history.
Dec 222013

New partnerships

China Mobile and Apple enter into a multi-year agreement to bring iPhone to China. Prices gain 3.84%. China Mobile is the world's largest mobile network, and now iPhone 5s and iPhone 5c will be available in both Apple and China Mobile retail stores across the country.
Apple has enormous respect for China Mobile and we are excited to begin working together. China is an extremely important market for Apple and our partnership with China Mobile presents us the opportunity to bring iPhone to the customers of the world's largest network.
Said Tim Cook.
iPhone customers in China are an enthusiastic and rapidly growing group, and we can’t think of a better way to welcome in the Chinese New Year than getting an iPhone into the hands of every China Mobile customer who wants one.
Dec 182013

New Mac Pro

Starting on November 19, the all-new Mac Pro will be available. The device has been redesigned from the inside out, featuring the latest Intel Xeon processors, dual workstation-class GPUs, PCIe-based flash storage and ultrafast ECC memory.
Nov 242013

PrimeSense Acquisition

After months of the rumor mill running riot with gossip that Apple had acquired Israeli firm PrimeSense, Apple confirmed the acquisition. Prices rise from $18.56 to $19.86 by the end of the month. PrimeSense is a developer of chips that enable three dimensional machine vision, which suggests that the next Apple products might involve gesture controlled tech. Apple didn't confirm a price, but Israeli media says the deal is rumoured to have been for about $350 million.
Nov 122013

Retina display iPad mini

The iPad mini is now available with Retina Display. Prices up 0.19%
Oct 282013

Sales are up, profits are down

Apple announces its Q4 earnings with its third consecutive quarterly profit decline despite 33.8 million iPhone sales (a surge of 26%). Prices sink 2.49%. Apple posted revenue of $37.5 billion and quarterly net profit of $7.5 billion, or $8.26 per diluted share. On an annual basis, Apple ended its fiscal year with its first earnings decline in 11 years after net profit slipped to $37bn. The company sold 33.8 million iPhones, 14.1 million iPads, and 4.6 million Macs. The Board of Directors also declared a cash dividend of $3.05 per share of common stock, payable on November 14, 2013.
We generated $9.9 billion in cash flow from operations and returned an additional $7.8 billion in cash to shareholders through dividends and share repurchases during the September quarter, bringing cumulative payments under our capital return program to $36 billion.
Said Peter Oppenheimer, Apple’s CFO.
Oct 222013

Special Event

Apple’s special event brings the anticipated OS X Mavericks and new iPad Air which is much faster and thinner, amongst other things. Prices sink 0.29%. Other unveilings included the updated MacBook Pro and Pro with Retina display, and the next generation of iWork and iLife apps. Apple’s special event brings the anticipated OS X Mavericks and new iPad Air which is much faster and thinner, amongst other things. Prices sink 0.29%.
Oct 142013

Angela Ahrendts

Angela Ahrendts, who was the CEO of Burberry, joins Apple in a newly created position, as a senior vice president and member of the executive team, reporting to CEO Tim Cook. The new SVP will have oversight of the strategic direction, expansion and operation of both Apple retail and online stores.
Sep 242013

Updated iMac

Apple announces a new and updated iMac, with fourth generation Intel quad-core processors, new graphics, next generation Wi-Fi and faster PCIe flash storage options. Prices sink 0.31%.
Sep 102013


Shares of Apple tumble over 5% after it releases the iPhone 5S and 5C, and investors and analysts alike are disappointed over the high price tag attached to the “budget” 5C. In the company’s biggest one-day drop in eight months, and combined with the 2% drop from the day before, nearly $35 billion was wiped off Apple’s market value. The 5S was set to be priced at $649, with the budget version selling for not a lot less at $549. The price gap didn't impress anyone, and a bunch of banks downgraded their rating to neutral. The concern seemed to be that the low-cost version wasn’t low enough to compete with other brands like Samsung in the lower-tier smartphone market. There were also hopes that a lower iPhone price could have given Apple the chance to make a land grab in China, but the $549 price tag was too high. iPhone sales still topped nine million in three days, setting a new record.
Aug 132013

Icahn and Apple

Business magnate and billionaire investor Carl Icahn gets busy on Twitter, revealing plans to heavily invest in Apple after a chat with CEO Tim Cook. He thinks the company is“extremely undervalued”. The man isn’t a billionaire for nothing, and people seem to follow his lead, sending the stock up from $16.82 on August 13 to $17.94 by the end of the week. Icahn apparently accumulated over $1 billion worth of Apple shares – which sounds like a lot, but was only 1% of the company’s market cap at the time. More important than his share amount was his confidence in the stock. Icahn was also an advocate for a bigger stock buyback program than the company had last year, and considering Tim Cook’s personal compensation now depends on Apple’s stock performance, it’s likely he’ll keep listening.
Jul 232013

Quiet Q3

The third quarter is often a quieter one for Apple as it winds down from WWDC and gets ready for any fall launches, but Q3 earnings this year still manage to beat estimates, boosting the share price over 5%. Apple reported just over $35.3 billion in revenue, up just less than 1% from the year before, and boasted over 31 million iPhone sales, a record for a June quarter. Profits were down 22% from the same quarter last year but still healthy at $6.9 billion. The company sold 31.2 million iPhones, 4.6 million iPads (compared to 17 million in the year-ago quarter), and 3.8 million Macs. Apple’s Board of Directors also declared a cash dividend of $3.05 per share of the Company’s common stock.
We generated $7.8 billion in cash flow from operations during the quarter and are pleased to have returned $18.8 billion in cash to shareholders through dividends and share repurchases.
Said Peter Oppenheimer, Apple’s CFO.
Jun 192013

Changing the textbook game

The Los Angeles School Board of Education approves a massive roll out of iPads to students across schooling districts starting in fall. Prices sink 2.03%. The Board committed $30 million to iPads in the first phase of a larger roll out across the state - which is the second largest public school district.
Education is in Apple’s DNA and we’re thrilled to work with Los Angeles Unified public schools on this major initiative as they plan to roll out iPads to every student across 47 campuses this fall. Schools around the world have embraced the engaging and interactive quality of iPad with nearly 10 million iPads already in schools today.
Said Philip Schiller, Apple’s senior vice president of Worldwide Marketing.
javier trueba / Unsplash
Jun 102013

WWDC ‘13

WWDC always brings much fanfare, but this years’ releases seem to miss the mark and prices lose 0.66%. Releases included all day battery life for the MacBook Air, iTunes Radio, iOS 7, and a developers preview of OS X Mavericks (finally no more cat names for the OS X).
May 302013

A hot ticket

Apple announces the line-up for its epic iTunes festival in London, and headliners include megastars Justin Timberlake and Jessie J. Prices increase 1.49%.
May 162013

50 billion App Store downloads

Apple’s historic App Store tops 50 billion downloads. Brandon Ashmore from Mentor, Ohio, is the lucky 50 billionth downloader, and walks away with a $10,000 gift card to the App Store as a reward.
May 142013

A $610k cuppa

Some massive Apple geek out there pays the price of a Lamborghini to have a coffee date with Tim Cook. The deal is done at Apple HQ in a charity auction. No offense Tim, but we probably would have gone with the Lambo. After listing the cuppa at $50,000, a whole load of people got involved and 86 bids later, an anonymous bidder took the prize. Maybe half a mill for some time with a tech giant seems cheap, considering the $3.4 million some guy paid for lunch with Warren Buffet back in 2012.
Apr 232013

Falling profits

Apple posts its Q2 results and shows its first quarterly drop in decades, sending prices down 1.87%. The tech giant reported $43.6 billion in revenue (up from $39.2 billion the same quarter last year) boosted by strong sales numbers, along with $9.5 billion in quarterly net profit, down from $11.6 billion last year. Apple sold 37.4 million iPhones, 19.5 million iPads, just under 4 million Macs, but there’s no longer any word on iPods.
Our cash generation remains very strong, with $12.5 billion in cash flow from operations during the quarter and an ending cash balance of $145 billion.
Said Peter Oppenheimer, Apple’s CFO.
Apr 232013

Capital Return Program

The company’s plan to return capital back to shareholders gets a major update, and Apple more than doubles its capital return program, now planning to payback $100 billion of capital back to shareholders. Prices lift 1.87%. This represented a 55% increase on the original $45 billion plan, and translates to an average rate of $30 billion per year from the time of the first dividend payment in 2012. As a part of this, the Board of Directors had its share repurchase authorization raised from $10 billion to $60 billion – the largest single stare purchase ever authorized – and expected to finish by the end of 2015. They also approved a 15% increase to Apple's quarterly dividend and declared a dividend of $3.05 per common share, payable on May 16.
Apr 012013

Lower the pitchforks

After two weeks of controversy surrounding customer care in China, Tim Cook releases an apology letter to the people of China with a promise to improve. The stock prices carry on sinking though, which could have more to do with concern over Q2 results coming out soon. Warranty policies were at the core of the grievances that government-led media in China had aimed at Apple, and Cook vowed to improve customer service in the country. This underscored how important it was for Apple to keep China happy. Concern had been mounting over the “slowness” of Apple’s growth, especially as its profit margin dropped dramatically over the last year, as did its revenue growth.
Mar 062013

iBookstore Japan

Apple announces the launch of the iBookstore in Japan, featuring titles from major and independent publishers around the world. Prices sink 1.27%.
Feb 282013

iTunes U milestone

iTunes U, the world’s largest online catalog of free educational content, has had over one billion content downloads. Prices lose 0.71%.
Feb 132013

MacBook Pro Update

Apple is making the MacBook Pro with Retina display even faster and even more affordable at $1,499, with updated processors and lower starting prices. Prices sink 0.19%
Feb 072013

Shareholder payback

In 2012, Apple plans to return $45 billion to shareholders over three years. It announces that as of next week, it will have executed $10 billion of that plan. Prices lift 2.38%.
Feb 062013

Monkey Drums

Music fans have now purchased and downloaded more than 25 billion songs from the iTunes Store. The 25 billionth song, “Monkey Drums” by Chase Buch, was purchased by Phillip Lüpke from Germany. As the downloader of the song, he gets to walk away with a €10,000 iTunes Gift Card.
Jan 292013

New Gigapacity on iPad

Apple announces a 128GB version of the fourth generation iPad with Retina display, providing double the storage capacity. Prices gain 1.88%.
Jan 282013

iOS to 6.1

Apple updates iOS to version 6.1, adding LTE capabilities. Prices lift 2.26%.
Jan 232013

Slowing growth?

The jubilance that Apple’s quarterly results are usually met with is noticeably lacking, and Q1 results lead to concerns that the company’s growth is slowing too much. Prices sink over 12%. The company reported $54.5 billion in revenue (up 17.7% from the year-ago quarter), $13.1 billion in profit (flat from the year-ago quarter), and earnings of $13.81 per share. We guess when you’ve set all the records already, it’s hard to keep up with yourself. Apple sold 12.7 million iPods, 47.8 million iPhones, and 22.9 million iPads.
We’re pleased to have generated over $23 billion in cash flow from operations during the quarter. We established new all-time quarterly records for iPhone and iPad sales, significantly broadened our ecosystem, and generated Apple’s highest quarterly revenue ever.
Said Peter Oppenheimer, Apple’s CFO. The Board of Directors also declared a cash dividend of $2.65 per share of the Company’s common stock, payable on February 14. Tim Cook kicked off the year with some relationship-building efforts with his second official trip to China in January to meet with officials and the peeps over at China Mobile. At this point, China Mobile was unable to use iPhones because of some techy limitations that they didn’t want to get involved with politically, and there were hopes that a meeting would allow for greater expansion for Apple.
Jan 072013

40 billion apps

Apple announces a record-breaking December with over two billion downloads. The App Store surpasses 40 billion downloads, with nearly half of that in 2012 alone.
Dec 052012

Just in time for the holidays

The first few days in December see Apple unleashing a bevy of banging new products internationally just in time for the Christmas rush - the iPhone 5 and iPad mini land in China, and iTunes and the iPhone 5 are launched in South Korea and 50 other countries in early December. iPhone 5 sales topped two million in its first weekend in China. iPhone 5 will be available in more than 100 countries by the end of December, making it the fastest iPhone rollout ever.
Nov 102012

Wave the white flag

Apple settles all of its patent disputes with Taiwanese phone maker HTC, ending a fight that began in 2010. The deal will see both companies drop their charges and sign a 10-year patent cross-licensing agreement, which HTC says will "not have a material adverse impact" on its financials — meaning HTC is paying Apple at least some money. patent litigation, which spanned multiple lawsuits in courts around the world, so we’re sure investors are relieved.
Nov 052012

3mil in 3 days

Apple sells three million iPads in just three days since the launch of its new iPad mini and fourth generation iPad
Oct 252012

Record results for Q4

Apple records a record quarter in terms of revenue and profit, as well as declaring a cash dividend of $2.65 per share, payable on November 15. Prices lose 0.91%. Apple posted revenue of $36.0 billion and quarterly net profit of $8.2 billion, or $8.67 per diluted share. The company sold 26.9 million iPhones in Q4, a good bump up from the 26 million iPhones sold last quarter, 14 million iPads, 4.9 million Macs, and iPod sales keep declining at 5.3 million.
We’re pleased to have generated over $41 billion in net income and over $50 billion in operating cash flow in fiscal 2012. Looking ahead to the first fiscal quarter of 2013, we expect revenue of about $52 billion and diluted earnings per share of about $11.75.
Said Peter Oppenheimer, Apple’s CFO.
Oct 232012

“We’ve got a little more to show you”

Apple holds another special event after releasing a teaser picture saying “We’ve got a little more to show you”. The “little” tips people off that this might be the rumored iPad mini arriving, and they are right. Prices sink 3.26%. The iPad mini is 23% thinner and 53% lighter than the third-generation iPad, and it will be available on November 2 at a starting price of $329. Tim Cook also presented the new fourth generation iPad, slimmer new iMacs, and the 13-inch MacBook Pro with Retina display.
Sep 122012

Special event surge

Apple’s famous special event always brings much excitement to the Silicon Valley marketplace, and this year the Apple Gods bless us with a brand new iPhone 5, as well as new iPods, software, and hardware. Prices lift 1.39%. Unveilings included new iTunes, and the new iPod touch and iPod nano. There had been hopes of a new mini iPad, but luckily the thrill of the iPhone 5 kept people buzzing. The phone went on sale on September 21 starting at $199. Pre-orders topped two million in 24 hours and its first weekend sales topped 5 million.
Demand for iPhone 5 has been incredible and we are working hard to get an iPhone 5 into the hands of every customer who wants one as quickly as possible. While we have sold out of our initial supply, stores continue to receive iPhone 5 shipments regularly and customers can continue to order online and receive an estimated delivery date. We appreciate everyone’s patience and are working hard to build enough iPhone 5s for everyone.
Said Tim Cook, Apple’s CEO.
Aug 272012


Apple likes its home-grown executives, and announces that Craig Federighi and Dan Riccio have been promoted to senior vice presidents. Federighi and Riccio will report to Apple CEO Tim Cook and serve on Apple’s executive management team. It was also announced that Bob Mansfield, who was set to hand over his position to Dan Riccio after announcing his retirement in June, would remain at the company. Prices lift 1.88%. Apple likes its home-grown executives, and announces that Craig Federighi and Dan Riccio have been promoted to senior vice presidents. Federighi and Riccio will report to Apple CEO Tim Cook and serve on Apple’s executive management team.
Jul 252012

Mountain Lion

The ninth release of Apple’s revolutionary desktop operating system, OS X Mountain Lion, is available from the Mac App Store. Downloads top three million in four days, making it the most successful OS X release in Apple’s history.
Jul 242012

Q3 Forecast fail

Apple has been kicking quarterly ass, but Q3 results come in under expectation and prices take a hit of over 4%. Apple posted quarterly revenue of $35.0 billion and quarterly net profit of $8.8 billion, or $9.32 per diluted share. Analysts were expecting to see revenues of about $37.4 billion, with earnings of roughly $10.38 per share, marking the first disappointing quarter Apple has had in awhile. Apple sold 26 million iPhones, 4 million Macs, 6.8 million iPods, and an impressive 17 million iPads. Apple also announced that it would be issuing a cash dividend of $2.65 per share of common stock.
We’re continuing to invest in the growth of our business and are pleased to be declaring a dividend of $2.65 per share today. Looking ahead to the fourth fiscal quarter, we expect revenue of about $34 billion and diluted earnings per share of about $7.65.
Said Peter Oppenheimer, Apple’s CFO.
Jun 282012

New SVP of engineering

Apple announces that Bob Mansfield, its Senior Vice President of Hardware Engineering, will be retiring, and the role will transition over to Dan Riccio, who previously in charge of iPad Engineering. “Dan has been one of Bob’s key lieutenants for a very long time and is very well respected within Apple and by the industry,” said CEO Tim Cook. “Our hardware engineering team is the best engineering team on earth and will not miss a beat during the transition.” Prices sink 0.95%
Dan Riccio / Apple Leadership / Apple
Jun 262012


Just a couple of days after expanding its iOS and Mac App Store to 32 new countries, Apple carries on taking over the world by launching the iTunes Store in countries across Asia.
Jun 112012

WWDC ’12

Apple’s annual Worldwide Developers Conference (WWDC) kicks off on June 11 and brings a number of new releases. Prices sink 1.58%. Some of the releases included the all new MacBook Pro, MacBook Air, and Mountain Lion. The company also previewed the new software iOS 6, with a slew of new apps, gadgets and gizmos.
Apr 252012

Q2 sends stocks soaring

Apple’s results are becoming the events of the season, getting better and better each time. This quarter is no different, and after releasing figures that see the company almost double profits from last quarter, prices soar up almost 9%. The report beat on revenue, earnings, and iPhone sales, but iPad sales came in at less than expected. The icing on the cake was net profit, which increased 94% year-on-year. The company posted quarterly revenue of $39.2 billion and quarterly net profit of $11.6 billion, or $12.30 per diluted share. International sales accounted for 64% of the quarter’s revenue. Apple sold 35.1 million iPhones, 11.8 million iPads, 4 million Mac’s, and 7.7 million iPods (which are still on the decline, down 15% from last year).
Our record March quarter results drove $14 billion in cash flow from operations. Looking ahead to the third fiscal quarter, we expect revenue of about $34 billion and diluted earnings per share of about $8.68.
Said Peter Oppenheimer, Apple’s CFO.
Mar 192012

Dividend & share buyback

Apple announces its plan to initiate a dividend and share repurchase program later this year. The very same day, just three days after the new iPad became available, sales top three million, with the device becoming available in over 12 countries this week. Prices lift 2.65%. Apple planned to initiate a quarterly dividend of $2.65 per share at some point in Q4; as well as announcing the authorization of a $10 billion share repurchase program starting in the fiscal year 2013, starting at the end of September. Apple expected the repurchase programme to be executed over three years, with the main goal of neutralizing the impact of dilution from future employee equity grants and employee stock purchase programs.
Combining dividends, share repurchases, and cash used to net-share-settle vesting RSUs, we anticipate utilizing approximately $45 billion of domestic cash in the first three years of our programs. We are extremely confident in our future and see tremendous opportunities ahead.
Said Apple CFO, Peter Oppenheimer. Lucky for Apple, $45 billion is less than a third of the cash the company was expected to bring in over the next three years.
Mar 072012

Apple event

Apple holds a special event where the star of the show is the unveiling of the new iPad. Prices lift by a minor 0.08%, but continue rise over the next few days in anticipation of the March 15 release. Apple released the third generation iPad with a high definition screen and improved graphics performance at a starting price of $499. The first two iPads transformed the market for tablet computers, making it one of the fastest-growing sectors of the computer industry. They might not have the monopoly for long though, after Google and Microsoft start to get in on the tablet game too. The event also saw the launch of the new Apple TV, available on March 16 for $99; and introduced iPhoto.
Mar 052012

25 billion App Store downloads

Apple’s revolutionary App Store reaches another milestone - more than 25 billion apps have been downloaded. The App Store offers more than 550,000 apps to Apple users around the world.
Feb 132012

Facing the Foxconn facts

After a fair bit of controversy involving a series of questionable things going on in Apple’s main factories in China, its announced that the Fair Labour Association will be investigating Apple supplier Foxconn. Prices stay fairly stable, gaining 1.86%. Reports of gruelling workloads, long and tiresome journeys, intimidation, and explosions in factories had been rolling in for some time after it was reported that some workers in these factories had taken their own lives. The Fair Labour Association eventually released a mostly complimentary report about Apple’s progress.
Jan 312012

Final Cut Pro X Update

The Final Cut Pro X v10.0.3, with significant updates, is released. Prices gain 0.77%
Jan 302012


Apple announces that John Browett will be joining the team as the new Senior Vice President of Retail. Browett comes to Apple from European technology retailer Dixons Retail, where he has been CEO since 2007. Prices gain 1.28%.
Jan 242012

Queen of the quarterly’s

Apple makes tech history with $46.33 billion in revenues, and the best quarterly results ever. Prices surge over 6%, taking the stock to a record-breaking opening price of $324.60. Apple’s Q1 boasted a whopping 37 million iPhones sold and double its iPad sales. The company reported a record quarterly profit of $13.06 billion, with earnings per share at $13.87. These results compare to revenue of $26.74 billion and net quarterly profit of $6 billion, or $6.43 per diluted share, in the year-ago quarter.
We are very happy to have generated over $17.5 billion in cash flow from operations during the December quarter. Looking ahead to the second fiscal quarter of 2012, which will span 13 weeks, we expect revenue of about $32.5 billion and we expect diluted earnings per share of about $8.50.
Said Apple’s CFO, Peter Oppenheimer. The Q1 boost even sent Apple to new heights – the hiked up share price nudged out oil giant ExxonMobil to become the most valuable traded company in the world.
Jan 192012

The future of education?

Apple announces an all-new iTunes U App, giving both educators and students everything they need on their Apple device to teach and take entire courses. At the same time, the company modernizes the textbook with iBooks 2 for the iPad.
Dec 122011

Feelin’ like a million downloads

341 days since the Mac Apple store launched, and it has just hit the major milestone of 1 million downloads, which is almost 300,000 a day (and counting).
Dec 112011

Apple and Nokia trade lawsuits

Apple responds to a lawsuit brought against it by Nokia, by filing a countersuit claiming that its Finnish rival infringes 13 Apple patents. Apple claimed that Nokia's infringements included the way its phones connected to a computer, its touch screen menus, and “pattern and color abstraction" in the graphical user interface.
Other companies must compete with us by inventing their own technologies, not just by stealing ours.
Said Apple General Counsel Bruce Sewell. Nokia’s lawsuit, filed in October 2009, claimed that Apple infringed 10 of its patents covering both the way phone calls were made and Wi-Fi access. Shares dipped 0.9% to $194.67.
Dec 092011

Next stop Grand Central

Apple’s fifth store in the Big Apple opens at Grand Central, just in time for the holidays. Prices lose 1.4%.
Apple Grand Central / Apple
Nov 152011

New board member

Apple names Arthur D. Levinson as the Company’s non-executive Chairman of the Board. He has been a co-lead director of Apple’s board since 2005, and has served on all three board committees. It is also announced that Robert A. Iger, who is the President and Chief Executive Officer of The Walt Disney Company, will be joining Apple’s board and will serve on the audit committee.
Nov 012011