<s>
The	O
Mac	B-Device
(	O
known	O
as	O
Macintosh	B-Device
until	O
1999	O
)	O
is	O
a	O
family	O
of	O
personal	B-Device
computers	I-Device
designed	O
and	O
marketed	O
by	O
Apple	O
Inc	O
.	O
</s>
<s>
The	O
product	O
lineup	O
includes	O
the	O
MacBook	B-Device
Air	I-Device
and	O
MacBook	B-Device
Pro	I-Device
laptops	B-Device
,	O
as	O
well	O
as	O
the	O
iMac	B-Device
,	O
Mac	B-Device
Mini	I-Device
,	O
Mac	B-Device
Studio	I-Device
and	O
Mac	B-Device
Pro	I-Device
desktops	O
.	O
</s>
<s>
Macs	B-Device
run	O
the	O
macOS	B-Application
operating	O
system	O
.	O
</s>
<s>
The	O
first	B-Device
Mac	I-Device
was	O
released	O
in	O
1984	O
,	O
and	O
was	O
advertised	O
with	O
the	O
highly	O
acclaimed	O
"	O
1984	O
"	O
ad	O
.	O
</s>
<s>
After	O
a	O
period	O
of	O
initial	O
success	O
,	O
the	O
Mac	B-Device
languished	O
in	O
the	O
1990s	O
until	O
the	O
1996	O
acquisition	O
of	O
NeXT	O
brought	O
Steve	O
Jobs	O
back	O
to	O
Apple	O
.	O
</s>
<s>
Jobs	O
oversaw	O
the	O
release	O
of	O
many	O
successful	O
products	O
,	O
unveiled	O
the	O
modern	O
Mac	B-Device
OS	I-Device
X	I-Device
,	O
completed	O
the	O
2005-06	B-Device
Intel	I-Device
transition	I-Device
,	O
and	O
brought	O
features	O
from	O
the	O
iPhone	B-Operating_System
back	O
to	O
the	O
Mac	B-Device
.	O
</s>
<s>
After	O
Tim	O
Cook	O
replaced	O
Jobs	O
as	O
CEO	O
,	O
the	O
Mac	B-Device
underwent	O
a	O
period	O
of	O
neglect	O
,	O
but	O
was	O
later	O
reinvigorated	O
with	O
the	O
introduction	O
of	O
popular	O
high-end	O
Macs	B-Device
and	O
the	O
ongoing	O
Apple	B-Device
silicon	I-Device
transition	I-Device
,	O
which	O
brought	O
the	O
Mac	B-Device
to	O
the	O
same	O
ARM	B-Architecture
architecture	I-Architecture
as	O
iOS	B-Application
devices	O
.	O
</s>
<s>
In	O
the	O
late	O
1970s	O
,	O
the	O
Apple	B-Device
II	I-Device
was	O
one	O
of	O
the	O
most	O
popular	O
computers	O
on	O
the	O
American	O
market	O
,	O
especially	O
in	O
education	O
.	O
</s>
<s>
After	O
IBM	O
introduced	O
the	O
IBM	B-Device
PC	I-Device
in	O
1981	O
,	O
its	O
sales	O
quickly	O
surpassed	O
the	O
Apple	B-Device
II	I-Device
;	O
in	O
response	O
,	O
Apple	O
introduced	O
the	O
Apple	B-Device
Lisa	I-Device
in	O
1983	O
.	O
</s>
<s>
Though	O
the	O
Lisa	B-Device
's	O
graphical	B-Application
user	I-Application
interface	I-Application
was	O
partially	O
inspired	O
by	O
the	O
work	O
of	O
Xerox	O
PARC	O
,	O
it	O
also	O
went	O
far	O
beyond	O
PARC	O
's	O
prototypes	O
,	O
and	O
introduced	O
original	O
innovations	O
:	O
the	O
ability	O
to	O
drag-and-drop	O
files	O
,	O
menu	O
bars	O
,	O
and	O
double-clicking	O
.	O
</s>
<s>
This	O
was	O
to	O
no	O
avail	O
:	O
hampered	O
by	O
its	O
high	O
$	O
9,995	O
price	O
and	O
lack	O
of	O
available	O
software	O
,	O
the	O
Lisa	B-Device
was	O
commercially	O
unsuccessful	O
.	O
</s>
<s>
Parallel	O
to	O
the	O
Lisa	B-Device
's	O
development	O
,	O
a	O
skunkworks	O
team	O
at	O
Apple	O
was	O
working	O
on	O
another	O
project	O
.	O
</s>
<s>
Conceived	O
in	O
1979	O
by	O
Jef	O
Raskin	O
,	O
the	O
Macintosh	B-Device
was	O
envisioned	O
as	O
an	O
affordable	O
,	O
easy-to-use	O
computer	O
for	O
the	O
masses	O
,	O
with	O
the	O
Lisa	B-Device
's	O
graphical	B-Application
interface	I-Application
.	O
</s>
<s>
The	O
initial	O
team	O
consisted	O
of	O
Raskin	O
,	O
hardware	O
engineer	O
Burrell	O
Smith	O
,	O
and	O
Apple	O
co-founder	O
Steve	O
Wozniak	O
;	O
Steve	O
Jobs	O
joined	O
in	O
1981	O
after	O
being	O
removed	O
from	O
the	O
Lisa	B-Device
team	O
,	O
and	O
was	O
able	O
to	O
gradually	O
take	O
control	O
of	O
the	O
project	O
due	O
to	O
Wozniak	O
's	O
temporary	O
absence	O
from	O
the	O
company	O
following	O
an	O
airplane	O
crash	O
earlier	O
that	O
year	O
.	O
</s>
<s>
Upon	O
its	O
1984	O
release	O
,	O
the	O
first	B-Device
Macintosh	I-Device
was	O
described	O
as	O
a	O
"	O
revolution	O
"	O
by	O
the	O
New	O
York	O
Times	O
.	O
</s>
<s>
Sales	O
initially	O
met	O
projections	O
,	O
but	O
then	O
sputtered	O
due	O
to	O
the	O
machine	O
's	O
low	O
performance	O
,	O
single	O
floppy	B-Device
disk	I-Device
drive	I-Device
(	O
requiring	O
users	O
to	O
frequently	O
swap	O
disks	O
)	O
,	O
and	O
initial	O
lack	O
of	O
applications	O
.	O
</s>
<s>
Most	O
members	O
of	O
the	O
original	O
Macintosh	B-Device
team	O
left	O
Apple	O
,	O
including	O
Jobs	O
,	O
who	O
left	O
and	O
founded	O
NeXT	O
after	O
becoming	O
publicly	O
embroiled	O
with	O
CEO	O
John	O
Sculley	O
.	O
</s>
<s>
The	O
first	B-Device
Macintosh	I-Device
nevertheless	O
generated	O
cult	O
enthusiasm	O
among	O
buyers	O
and	O
some	O
developers	O
,	O
who	O
rushed	O
to	O
develop	O
entirely	O
new	O
programs	O
for	O
the	O
platform	O
,	O
including	O
PageMaker	B-Operating_System
,	O
MORE	B-Application
,	O
and	O
Excel	B-Application
.	O
</s>
<s>
Apple	O
soon	O
improved	O
the	O
Mac	B-Device
's	O
performance	O
by	O
releasing	O
a	O
512K	B-Device
revision	I-Device
and	O
an	O
external	O
floppy	B-Device
disk	I-Device
drive	I-Device
.	O
</s>
<s>
The	O
Macintosh	B-Device
is	O
credited	O
with	O
popularizing	O
the	O
graphical	B-Application
user	I-Application
interface	I-Application
,	O
and	O
owing	O
to	O
Jobs	O
 '	O
interest	O
in	O
typography	B-Application
,	O
it	O
came	O
with	O
an	O
unprecedented	O
variety	O
of	O
fonts	O
and	O
type	O
styles	O
(	O
e.g.	O
</s>
<s>
italics	O
,	O
bold	O
,	O
shadow	O
,	O
outline	O
)	O
unlike	O
other	O
personal	B-Device
computers	I-Device
of	O
the	O
time	O
.	O
</s>
<s>
It	O
was	O
the	O
first	O
WYSIWYG	B-Application
computer	O
,	O
and	O
due	O
in	O
large	O
part	O
to	O
PageMaker	B-Operating_System
and	O
Apple	O
's	O
LaserWriter	O
printer	O
,	O
it	O
ignited	O
the	O
desktop	O
publishing	O
revolution	O
,	O
turning	O
the	O
Macintosh	B-Device
from	O
an	O
early	O
let-down	O
into	O
a	O
notable	O
success	O
.	O
</s>
<s>
In	O
late	O
1985	O
,	O
Bill	O
Atkinson	O
,	O
one	O
of	O
the	O
few	O
remaining	O
employees	O
to	O
have	O
been	O
on	O
the	O
original	O
Macintosh	B-Device
team	O
,	O
proposed	O
that	O
Apple	O
create	O
a	O
Dynabook	B-General_Concept
,	O
Alan	O
Kay	O
's	O
concept	O
for	O
a	O
tablet	O
computer	O
that	O
stores	O
and	O
organizes	O
knowledge	O
.	O
</s>
<s>
Sculley	O
rebuffed	O
him	O
,	O
so	O
he	O
adapted	O
the	O
idea	O
into	O
a	O
Mac	B-Device
program	O
,	O
HyperCard	B-Application
,	O
whose	O
"	O
cards	O
"	O
could	O
store	O
any	O
information	O
—	O
text	O
,	O
image	O
,	O
audio	O
,	O
video	O
—	O
with	O
the	O
memex-like	O
ability	O
to	O
semantically	O
link	O
cards	O
to	O
each	O
other	O
.	O
</s>
<s>
HyperCard	B-Application
was	O
released	O
in	O
1987	O
and	O
bundled	O
with	O
every	O
Macintosh	B-Device
.	O
</s>
<s>
In	O
the	O
late	O
1980s	O
,	O
Jean-Louis	O
Gassée	O
,	O
a	O
Sculley	O
protégé	O
who	O
had	O
succeeded	O
Jobs	O
as	O
head	O
of	O
the	O
Macintosh	B-Device
division	O
,	O
made	O
the	O
Mac	B-Device
more	B-Application
expandable	O
and	O
powerful	O
to	O
appeal	O
to	O
tech	O
enthusiasts	O
,	O
tinkerers	O
,	O
and	O
enterprise	O
customers	O
.	O
</s>
<s>
This	O
strategy	O
led	O
to	O
the	O
successful	O
1989	O
release	O
of	O
the	O
Macintosh	B-Device
II	I-Device
,	O
which	O
appealed	O
to	O
power	B-General_Concept
users	I-General_Concept
and	O
gave	O
the	O
lineup	O
momentum	O
.	O
</s>
<s>
However	O
,	O
Gassée	O
's	O
"	O
no-compromise	O
"	O
approach	O
foiled	O
Apple	O
's	O
first	O
laptop	B-Device
,	O
the	O
Macintosh	B-Device
Portable	I-Device
,	O
which	O
had	O
many	O
uncommon	O
power	B-General_Concept
user	I-General_Concept
features	O
,	O
but	O
was	O
almost	O
as	O
heavy	O
as	O
the	O
original	O
Macintosh	B-Device
and	O
cost	O
twice	O
as	O
much	O
.	O
</s>
<s>
The	O
Mac	B-Device
Portable	I-Device
doomed	O
Gassée	O
,	O
who	O
was	O
fired	O
soon	O
after	O
its	O
release	O
.	O
</s>
<s>
Since	O
the	O
Mac	B-Device
's	O
debut	O
,	O
Sculley	O
had	O
opposed	O
lowering	O
the	O
company	O
's	O
profit	O
margins	O
,	O
and	O
Macintoshes	B-Device
were	O
priced	O
far	O
above	O
entry-level	O
DOS	B-Device
computers	O
,	O
He	O
also	O
resisted	O
licensing	O
the	O
Mac	B-Application
OS	I-Application
to	O
competing	O
hardware	O
vendors	O
,	O
who	O
could	O
have	O
undercut	O
Apple	O
on	O
pricing	O
and	O
jeopardized	O
its	O
hardware	O
sales	O
,	O
as	O
IBM	B-Device
PC	I-Device
compatibles	O
had	O
done	O
to	O
IBM	O
.	O
</s>
<s>
These	O
early	O
strategic	O
missteps	O
caused	O
the	O
Macintosh	B-Device
to	O
forever	O
lose	O
its	O
chance	O
at	O
becoming	O
the	O
dominant	O
personal	B-Device
computer	I-Device
platform	O
.	O
</s>
<s>
Though	O
senior	O
management	O
demanded	O
high-margin	O
products	O
,	O
a	O
few	O
employees	O
disobeyed	O
and	O
set	O
out	O
to	O
create	O
a	O
computer	O
that	O
would	O
live	O
up	O
to	O
the	O
original	O
Macintosh	B-Device
's	O
slogan	O
:	O
 [ a ] 	O
computer	O
for	O
the	O
rest	O
of	O
us	O
"	O
,	O
which	O
the	O
market	O
clamored	O
for	O
.	O
</s>
<s>
In	O
a	O
pattern	O
typical	O
of	O
Apple	O
's	O
early	O
era	O
,	O
this	O
once-renegade	O
project	O
was	O
endorsed	O
by	O
senior	O
management	O
following	O
market	O
pressures	O
,	O
and	O
in	O
1990	O
,	O
the	O
effort	O
birthed	O
the	O
Macintosh	B-Device
LC	I-Device
and	O
the	O
affordable	O
Macintosh	B-Device
Classic	I-Device
,	O
the	O
first	O
model	O
under	O
$	O
1,000	O
.	O
</s>
<s>
Between	O
1984	O
and	O
1989	O
,	O
Apple	O
had	O
sold	O
one	O
million	O
Macs	B-Device
.	O
</s>
<s>
In	O
1991	O
,	O
the	O
Macintosh	B-Device
Portable	I-Device
was	O
replaced	O
with	O
the	O
smaller	O
and	O
lighter	O
PowerBook	B-Device
100	I-Device
,	O
the	O
first	O
laptop	B-Device
to	O
place	O
a	O
palm	O
rest	O
and	O
trackball	B-Device
in	O
front	O
of	O
the	O
keyboard	O
.	O
</s>
<s>
By	O
this	O
point	O
,	O
the	O
Macintosh	B-Device
represented	O
10%	O
to	O
15%	O
of	O
the	O
personal	B-Device
computer	I-Device
market	O
.	O
</s>
<s>
Fearing	O
a	O
decline	O
in	O
market	O
share	O
,	O
Sculley	O
decided	O
to	O
enter	O
in	O
an	O
alliance	O
with	O
IBM	O
and	O
Motorola	O
to	O
create	O
a	O
new	O
standardized	O
computing	O
platform	O
,	O
which	O
led	O
to	O
the	O
creation	O
of	O
the	O
PowerPC	B-Architecture
processor	I-Architecture
architecture	O
,	O
and	O
the	O
failed	O
Taligent	B-Operating_System
operating	O
system	O
.	O
</s>
<s>
In	O
1992	O
,	O
Apple	O
introduced	O
the	O
Macintosh	B-Device
Performa	I-Device
line	O
,	O
which	O
"	O
grew	O
like	O
ivy	O
"	O
into	O
a	O
disorienting	O
amount	O
of	O
barely	O
differentiated	O
models	O
in	O
an	O
attempt	O
to	O
gain	O
market	O
share	O
.	O
</s>
<s>
He	O
oversaw	O
the	O
Mac	B-Device
's	O
transition	O
from	O
Motorola	B-Device
68K	I-Device
to	O
PowerPC	B-Architecture
and	O
the	O
release	O
of	O
Apple	O
's	O
first	O
PowerPC	B-Architecture
machine	O
,	O
the	O
well-received	O
Power	B-Device
Macintosh	I-Device
.	O
</s>
<s>
Many	O
new	O
Macintoshes	B-Device
suffered	O
from	O
inventory	O
and	O
quality	O
control	O
problems	O
.	O
</s>
<s>
The	O
1995	O
PowerBook	B-Device
5300	I-Device
was	O
plagued	O
with	O
quality	O
problems	O
;	O
some	O
units	O
even	O
caught	O
fire	O
,	O
and	O
the	O
laptop	B-Device
was	O
the	O
subject	O
of	O
several	O
recalls	O
.	O
</s>
<s>
In	O
a	O
last-ditch	O
attempt	O
to	O
fend	O
off	O
Windows	O
,	O
Apple	O
yielded	O
and	O
started	O
a	O
Macintosh	B-Device
clone	I-Device
program	O
,	O
which	O
allowed	O
other	O
manufacturers	O
to	O
make	O
computers	O
that	O
ran	O
System	B-Operating_System
7	I-Operating_System
;	O
however	O
,	O
it	O
only	O
cannibalized	O
the	O
sales	O
of	O
Apple	O
's	O
higher-margin	O
machines	O
.	O
</s>
<s>
Meanwhile	O
,	O
the	O
far-superior	O
Windows	B-Application
95	I-Application
was	O
an	O
instant	O
hit	O
with	O
customers	O
.	O
</s>
<s>
Apple	O
was	O
struggling	O
financially	O
;	O
its	O
attempts	O
to	O
produce	O
a	O
successor	O
to	O
the	O
obsolete	O
and	O
unstable	O
Mac	B-Application
OS	I-Application
—	O
Taligent	B-Operating_System
,	O
Star	B-Operating_System
Trek	I-Operating_System
and	O
Copland	B-Application
—	O
had	O
all	O
failed	O
,	O
and	O
its	O
hardware	O
was	O
stagnant	O
.	O
</s>
<s>
The	O
Mac	B-Device
was	O
no	O
longer	O
competitive	O
in	O
the	O
market	O
place	O
,	O
and	O
its	O
sales	O
entered	O
a	O
tailspin	O
.	O
</s>
<s>
Corporations	O
abandoned	O
the	O
Macintosh	B-Device
platform	O
in	O
droves	O
,	O
replacing	O
it	O
with	O
cheaper	O
and	O
more	B-Application
sophisticated	O
Windows	B-Device
NT	I-Device
machines	O
for	O
which	O
far	O
more	B-Application
applications	O
and	O
peripherals	O
existed	O
;	O
even	O
Apple	O
loyalists	O
saw	O
no	O
future	O
for	O
the	O
Macintosh	B-Device
.	O
</s>
<s>
Bill	O
Gates	O
was	O
ready	O
to	O
abandon	O
Microsoft	B-Application
Office	I-Application
for	I-Application
Mac	I-Application
,	O
which	O
would	O
have	O
slashed	O
any	O
remaining	O
business	O
appeal	O
the	O
Mac	B-Device
had	O
;	O
Amelio	O
tried	O
to	O
negotiate	O
a	O
deal	O
with	O
Gates	O
,	O
to	O
no	O
avail	O
.	O
</s>
<s>
He	O
considered	O
BeOS	B-Application
,	O
Solaris	O
,	O
Windows	B-Device
NT	I-Device
,	O
and	O
NeXT	O
's	O
NeXTSTEP	B-Application
,	O
eventually	O
choosing	O
the	O
latter	O
.	O
</s>
<s>
NeXT	O
had	O
developed	O
the	O
mature	O
NeXTSTEP	B-Application
operating	O
system	O
,	O
whose	O
strengths	O
lied	O
in	O
its	O
multimedia	O
and	O
internet	O
capabilities	O
.	O
</s>
<s>
NeXTSTEP	B-Application
was	O
also	O
popular	O
among	O
programmers	O
,	O
financial	O
firms	O
and	O
academia	O
for	O
its	O
object-oriented	B-Language
programming	I-Language
tools	O
which	O
allowed	O
applications	O
to	O
be	O
written	O
far	O
more	B-Application
rapidly	O
.	O
</s>
<s>
In	O
an	O
eagerly	O
anticipated	O
speech	O
at	O
the	O
January	O
1997	O
Macworld	O
trade	O
show	O
,	O
Steve	O
Jobs	O
previewed	O
Rhapsody	B-Operating_System
,	O
a	O
merger	O
of	O
NeXTSTEP	B-Application
and	O
Mac	B-Application
OS	I-Application
which	O
would	O
be	O
the	O
foundation	O
of	O
Apple	O
's	O
new	O
operating	O
system	O
strategy	O
.	O
</s>
<s>
He	O
negotiated	O
a	O
deal	O
with	O
Bill	O
Gates	O
:	O
Microsoft	O
committed	O
to	O
releasing	O
new	O
versions	O
of	O
Office	B-Application
for	I-Application
Mac	I-Application
for	O
five	O
years	O
,	O
investing	O
$150	O
million	O
in	O
Apple	O
,	O
and	O
settling	O
an	O
ongoing	O
lawsuit	O
in	O
which	O
Apple	O
alleged	O
that	O
Windows	O
had	O
copied	O
the	O
Mac	B-Device
's	O
interface	O
.	O
</s>
<s>
In	O
exchange	O
,	O
Apple	O
made	O
Internet	B-Application
Explorer	I-Application
the	O
default	O
Mac	B-Device
browser	O
.	O
</s>
<s>
The	O
Mac	B-Device
lineup	O
had	O
been	O
incomprehensible	O
,	O
with	O
dozens	O
of	O
hard-to-distinguish	O
models	O
;	O
he	O
streamlined	O
it	O
into	O
four	O
quadrants	O
,	O
a	O
laptop	B-Device
and	O
a	O
desktop	O
each	O
for	O
consumers	O
and	O
professionals	O
.	O
</s>
<s>
Apple	O
also	O
discontinued	O
several	O
Mac	B-Device
accessories	O
,	O
including	O
the	O
StyleWriter	O
printer	O
and	O
the	O
Newton	B-Device
PDA	I-Device
.	O
</s>
<s>
These	O
changes	O
were	O
meant	O
to	O
refocus	O
Apple	O
's	O
engineering	O
,	O
marketing	O
and	O
manufacturing	O
efforts	O
so	O
that	O
more	B-Application
care	O
could	O
be	O
dedicated	O
to	O
each	O
product	O
.	O
</s>
<s>
Jobs	O
also	O
stopped	O
licensing	O
Mac	B-Application
OS	I-Application
to	O
clone	O
manufacturers	O
,	O
which	O
had	O
cost	O
Apple	O
ten	O
times	O
more	B-Application
in	O
lost	O
sales	O
than	O
it	O
received	O
in	O
licensing	O
fees	O
.	O
</s>
<s>
Jobs	O
made	O
a	O
deal	O
with	O
the	O
largest	O
computer	O
reseller	O
,	O
CompUSA	O
,	O
to	O
carry	O
a	O
"	O
store	O
within	O
a	O
store	O
"	O
that	O
would	O
better	O
showcase	O
Macs	B-Device
and	O
their	O
software	O
and	O
peripherals	O
;	O
according	O
to	O
Apple	O
,	O
the	O
Mac	B-Device
's	O
share	O
of	O
computer	O
sales	O
in	O
those	O
stores	O
went	O
from	O
3%	O
to	O
14%	O
.	O
</s>
<s>
In	O
November	O
,	O
the	O
online	O
Apple	O
Store	O
launched	O
,	O
which	O
offered	O
built-to-order	O
Mac	B-Device
configurations	O
without	O
a	O
middleman	O
.	O
</s>
<s>
When	O
Tim	O
Cook	O
was	O
hired	O
as	O
chief	O
operations	O
officer	O
in	O
March	O
1998	O
,	O
he	O
shuttered	O
Apple	O
's	O
inefficient	O
factories	O
and	O
outsourced	O
Mac	B-Device
production	O
to	O
Taiwan	O
.	O
</s>
<s>
The	O
first	O
was	O
the	O
iMac	B-Device
G3	I-Device
,	O
an	O
all-in-one	O
computer	O
which	O
was	O
meant	O
to	O
make	O
the	O
Internet	O
intuitive	O
and	O
easy	O
to	O
access	O
.	O
</s>
<s>
While	O
PCs	B-Device
came	O
in	O
functional	O
beige	O
boxes	O
,	O
Jony	O
Ive	O
gave	O
the	O
iMac	B-Device
a	O
radical	O
and	O
futuristic	O
design	O
,	O
meant	O
to	O
make	O
the	O
product	O
less	O
intimidating	O
:	O
it	O
was	O
shaped	O
like	O
an	O
egg	O
,	O
and	O
its	O
case	O
was	O
made	O
of	O
translucent	O
plastic	O
in	O
"	O
Bondi	O
blue	O
"	O
color	O
.	O
</s>
<s>
Ive	O
also	O
added	O
a	O
handle	O
on	O
the	O
back	O
to	O
make	O
the	O
computer	O
more	B-Application
approachable	O
.	O
</s>
<s>
Meanwhile	O
,	O
Jobs	O
decided	O
the	O
iMac	B-Device
would	O
be	O
"	O
legacy-free	O
"	O
,	O
replacing	O
the	O
ADB	B-Device
and	O
SCSI	B-Architecture
ports	O
with	O
an	O
infrared	O
port	O
and	O
the	O
cutting-edge	O
USB	B-Protocol
.	O
</s>
<s>
He	O
also	O
controversially	O
removed	O
the	O
floppy	B-Device
disk	I-Device
drive	I-Device
and	O
replaced	O
it	O
with	O
a	O
CD	B-Device
drive	O
.	O
</s>
<s>
The	O
iMac	B-Device
was	O
unveiled	O
in	O
May	O
1998	O
,	O
and	O
released	O
in	O
August	O
.	O
</s>
<s>
Vindicating	O
Jobs	O
on	O
the	O
Internet	O
's	O
appeal	O
to	O
consumers	O
,	O
32%	O
of	O
iMac	B-Device
buyers	O
had	O
never	O
used	O
a	O
computer	O
before	O
,	O
and	O
12%	O
were	O
switching	O
from	O
PCs	B-Device
.	O
</s>
<s>
The	O
iMac	B-Device
reestablished	O
the	O
Mac	B-Device
's	O
reputation	O
as	O
a	O
trend-setter	O
:	O
for	O
the	O
next	O
few	O
years	O
,	O
translucent	O
plastic	O
became	O
the	O
dominant	O
design	O
trend	O
in	O
numerous	O
consumer	O
products	O
.	O
</s>
<s>
Apple	O
knew	O
it	O
had	O
lost	O
its	O
chance	O
to	O
compete	O
in	O
the	O
Windows-dominated	O
enterprise	O
market	O
,	O
so	O
it	O
prioritized	O
design	O
and	O
ease	O
of	O
use	O
to	O
make	O
the	O
Mac	B-Device
more	B-Application
appealing	O
to	O
average	O
consumers	O
,	O
and	O
even	O
teens	O
.	O
</s>
<s>
Apple	O
also	O
instituted	O
a	O
more	B-Application
collaborative	O
product	O
development	O
process	O
for	O
the	O
Mac	B-Device
,	O
the	O
"	O
Apple	O
New	O
Product	O
Process	O
"	O
,	O
which	O
implemented	O
concurrent	O
engineering	O
principles	O
.	O
</s>
<s>
The	O
next	O
two	O
Mac	B-Device
products	O
in	O
1999	O
,	O
the	O
Power	B-Device
Mac	I-Device
G3	O
(	O
nicknamed	O
"	O
Blue	O
and	O
White	O
"	O
)	O
and	O
the	O
iBook	O
,	O
introduced	O
industrial	O
designs	O
influenced	O
by	O
the	O
iMac	B-Device
,	O
incorporating	O
colorful	O
translucent	O
plastic	O
and	O
carrying	O
handles	O
.	O
</s>
<s>
The	O
iBook	O
introduced	O
several	O
innovations	O
:	O
it	O
lacked	O
a	O
mechanical	O
latch	O
,	O
instead	O
relying	O
on	O
a	O
strengthened	O
hinge	O
to	O
keep	O
it	O
closed	O
,	O
its	O
ports	O
were	O
located	O
on	O
the	O
sides	O
rather	O
than	O
on	O
the	O
back	O
,	O
and	O
it	O
was	O
the	O
first	O
laptop	B-Device
with	O
built-in	O
Wi-Fi	O
.	O
</s>
<s>
It	O
was	O
best	O
selling	O
laptop	B-Device
in	O
the	O
U.S.	O
during	O
the	O
fourth	O
quarter	O
of	O
1999	O
.	O
</s>
<s>
The	O
professional-oriented	O
Titanium	O
PowerBook	O
G4	O
was	O
released	O
in	O
2001	O
,	O
becoming	O
the	O
lightest	O
and	O
thinnest	O
laptop	B-Device
in	O
its	O
class	O
,	O
and	O
the	O
first	O
laptop	B-Device
with	O
a	O
wide-screen	O
display	O
;	O
it	O
also	O
debuted	O
a	O
magnetic	O
latch	O
that	O
secured	O
the	O
lid	O
elegantly	O
.	O
</s>
<s>
The	O
design	O
language	O
of	O
consumer	O
Macs	B-Device
shifted	O
again	O
from	O
colored	O
plastics	O
to	O
white	O
polycarbonate	O
with	O
the	O
introduction	O
of	O
the	O
2001	O
Dual	O
USB	B-Protocol
"	O
Ice	O
"	O
iBook	O
.	O
</s>
<s>
In	O
order	O
to	O
increase	O
the	O
iBook	O
's	O
durability	O
,	O
it	O
did	O
away	O
with	O
doors	O
and	O
handles	O
,	O
and	O
gained	O
a	O
more	B-Application
minimalistic	O
exterior	O
.	O
</s>
<s>
Ive	O
attempted	O
to	O
go	O
beyond	O
the	O
quadrant	O
with	O
Power	B-Device
Mac	I-Device
G4	I-Device
Cube	I-Device
,	O
an	O
attempt	O
to	O
innovate	O
beyond	O
the	O
computer	B-General_Concept
tower	I-General_Concept
and	O
make	O
a	O
professional	O
desktop	O
that	O
was	O
far	O
smaller	O
than	O
the	O
Power	B-Device
Mac	I-Device
.	O
</s>
<s>
The	O
development	O
of	O
a	O
successor	O
to	O
the	O
old	O
Mac	B-Application
OS	I-Application
was	O
well-underway	O
.	O
</s>
<s>
Rhapsody	B-Operating_System
had	O
been	O
previewed	O
at	O
WWDC	O
1997	O
,	O
featuring	O
a	O
Mach	B-Operating_System
kernel	I-Operating_System
and	O
BSD	B-Operating_System
foundations	O
,	O
a	O
virtualization	O
layer	O
for	O
old	O
Mac	B-Application
OS	I-Application
apps	O
(	O
codenamed	O
Blue	O
Box	O
)	O
,	O
and	O
an	O
implementation	O
of	O
NeXTSTEP	B-Application
APIs	B-General_Concept
called	O
OpenStep	B-Operating_System
(	O
codenamed	O
Yellow	O
Box	O
)	O
.	O
</s>
<s>
Apple	O
open-sourced	O
the	O
core	O
of	O
Rhapsody	B-Operating_System
as	O
the	O
Darwin	B-Operating_System
operating	I-Operating_System
system	I-Operating_System
.	O
</s>
<s>
After	O
several	O
developer	O
previews	O
,	O
Apple	O
also	O
introduced	O
the	O
Carbon	B-Operating_System
API	I-Operating_System
,	O
which	O
provided	O
a	O
way	O
for	O
developers	O
to	O
more	B-Application
easily	O
make	O
their	O
apps	O
native	O
to	O
Mac	B-Device
OS	I-Device
X	I-Device
without	O
rewriting	O
them	O
in	O
Yellow	O
Box	O
.	O
</s>
<s>
Mac	B-Device
OS	I-Device
X	I-Device
was	O
publicly	O
unveiled	O
in	O
January	O
2000	O
,	O
introducing	O
the	O
modern	O
Aqua	B-Application
graphical	B-Application
user	I-Application
interface	I-Application
,	O
and	O
a	O
far	O
more	B-Application
stable	O
Unix	B-Application
foundation	O
,	O
with	O
memory	B-General_Concept
protection	I-General_Concept
and	O
preemptive	B-Operating_System
multitasking	I-Operating_System
.	O
</s>
<s>
Blue	O
Box	O
became	O
the	O
Classic	O
environment	O
,	O
and	O
Yellow	O
Box	O
was	O
renamed	O
Cocoa	B-Operating_System
.	O
</s>
<s>
Following	O
a	O
public	B-Operating_System
beta	I-Operating_System
,	O
the	O
first	O
version	O
of	O
Mac	B-Device
OS	I-Device
X	I-Device
,	O
version	O
10.0	B-Operating_System
Cheetah	I-Operating_System
,	O
was	O
released	O
in	O
March	O
2001	O
.	O
</s>
<s>
In	O
1999	O
,	O
Apple	O
executives	O
adopted	O
a	O
new	O
strategy	O
:	O
the	O
Mac	B-Device
would	O
become	O
a	O
"	O
digital	O
hub	O
"	O
,	O
the	O
centerpiece	O
of	O
the	O
user	O
's	O
"	O
digital	O
lifestyle	O
"	O
.	O
</s>
<s>
Apple	O
developed	O
several	O
software	O
applications	O
for	O
Mac	B-Device
users	O
as	O
part	O
of	O
this	O
strategy	O
:	O
in	O
October	O
1999	O
,	O
the	O
iMac	B-Device
DV	O
gained	O
FireWire	B-Protocol
,	O
allowing	O
users	O
to	O
connect	O
camcorders	O
and	O
easily	O
create	O
movies	O
with	O
the	O
iMovie	B-Operating_System
application	O
;	O
the	O
iMac	B-Device
also	O
gained	O
CD	B-Device
burning	O
hardware	O
,	O
and	O
in	O
conjunction	O
with	O
the	O
iTunes	B-Operating_System
application	O
,	O
allowed	O
users	O
to	O
rip	O
CDs	O
,	O
make	O
their	O
own	O
playlists	O
,	O
and	O
burn	O
them	O
to	O
blank	O
discs	O
.	O
</s>
<s>
Other	O
applications	O
included	O
iPhoto	B-Operating_System
for	O
organizing	O
and	O
editing	O
photos	O
,	O
and	O
GarageBand	B-Application
for	O
creating	O
and	O
mixing	O
music	O
and	O
other	O
types	O
of	O
audio	O
.	O
</s>
<s>
Apple	O
's	O
digital	O
hub	O
strategy	O
culminated	O
in	O
the	O
company	O
entering	O
other	O
markets	O
,	O
with	O
the	O
iTunes	B-Operating_System
Store	O
,	O
iPod	B-Device
,	O
iPhone	B-Operating_System
,	O
and	O
iPad	B-Operating_System
,	O
and	O
was	O
reflected	O
in	O
a	O
change	O
in	O
its	O
name	O
in	O
2007	O
,	O
from	O
Apple	O
Computer	O
Inc	O
to	O
Apple	O
Inc	O
.	O
By	O
January	O
2007	O
,	O
the	B-Device
iPod	I-Device
came	O
to	O
represent	O
half	O
of	O
Apple	O
's	O
revenues	O
.	O
</s>
<s>
Apple	O
continued	O
to	O
release	O
new	O
Mac	B-Device
models	O
,	O
such	O
as	O
the	O
white	O
"	B-Device
Sunflower	I-Device
"	I-Device
iMac	I-Device
G4	I-Device
;	O
Ive	O
designed	O
a	O
display	O
that	O
could	O
swivel	O
around	O
and	O
be	O
moved	O
with	O
one	O
)	O
finger	O
,	O
so	O
that	O
it	O
"appear[ed]	O
to	O
defy	O
gravity	O
"	O
.	O
</s>
<s>
In	O
2003	O
,	O
Apple	O
released	O
the	O
aluminum	O
12-inch	O
and	O
17-inch	O
PowerBook	O
G4	O
,	O
proclaiming	O
the	O
"	O
Year	O
of	O
the	O
Notebook	B-Device
"	O
.	O
</s>
<s>
With	O
the	O
Microsoft	O
deal	O
expiring	O
,	O
Apple	O
also	O
replaced	O
Internet	B-Application
Explorer	I-Application
with	O
its	O
new	O
browser	O
,	O
Safari	B-Application
.	O
</s>
<s>
The	O
first	B-Device
Mac	I-Device
Mini	O
was	O
intended	O
to	O
be	O
assembled	O
in	O
the	O
U.S.	O
,	O
but	O
domestic	O
manufacturers	O
were	O
slow	O
and	O
had	O
insufficient	O
quality	O
processes	O
,	O
leading	O
Apple	O
to	O
choose	O
Taiwanese	O
manufacturer	O
Foxconn	O
instead	O
.	O
</s>
<s>
The	O
affordably	O
priced	O
Mac	B-Device
Mini	I-Device
desktop	O
was	O
introduced	O
at	O
Macworld	O
2005	O
,	O
alongside	O
the	O
introduction	O
of	O
the	O
iWork	B-Application
office	O
suite	O
.	O
</s>
<s>
With	O
PowerPC	B-Architecture
chips	I-Architecture
falling	O
behind	O
in	O
performance	O
,	O
price	O
,	O
and	O
efficiency	O
,	O
Steve	O
Jobs	O
announced	O
in	O
2005	O
that	O
all	O
Macs	B-Device
would	B-Device
transition	I-Device
from	I-Device
PowerPC	I-Device
to	I-Device
Intel	I-Device
processors	O
,	O
revealing	O
that	O
Mac	B-Device
OS	I-Device
X	I-Device
had	O
been	O
adapted	O
to	O
run	O
on	O
both	O
architectures	O
since	O
2000	O
.	O
</s>
<s>
Users	O
could	O
keep	O
running	O
PowerPC	B-Architecture
apps	O
using	O
Rosetta	B-Operating_System
,	O
and	O
even	O
run	O
Windows	O
natively	O
using	O
Boot	B-Application
Camp	I-Application
.	O
</s>
<s>
This	O
transition	O
helped	O
contribute	O
to	O
a	O
few	O
years	O
of	O
growth	O
in	O
Mac	B-Device
sales	O
.	O
</s>
<s>
After	O
the	O
iPhone	B-Operating_System
's	O
2007	O
release	O
,	O
Apple	O
began	O
a	O
multi-year	O
effort	O
to	O
bring	O
many	O
iPhone	B-Operating_System
innovations	O
"	O
back	O
to	O
the	O
Mac	B-Device
"	O
,	O
including	O
multi-touch	B-Application
gesture	O
support	O
,	O
instant	O
wake	O
from	O
sleep	O
,	O
and	O
fast	O
flash	B-Device
storage	I-Device
.	O
</s>
<s>
At	O
Macworld	O
2008	O
,	O
Jobs	O
introduced	O
the	O
first	O
MacBook	B-Device
Air	I-Device
by	O
taking	O
it	O
out	O
of	O
a	O
manila	O
envelope	O
,	O
touting	O
it	O
as	O
the	O
"	O
world	O
's	O
thinnest	O
notebook	B-Device
"	O
.	O
</s>
<s>
The	O
MacBook	B-Device
Air	I-Device
favored	O
wireless	O
technologies	O
over	O
physical	O
ports	O
,	O
and	O
lacked	O
FireWire	B-Protocol
,	O
an	O
optical	O
drive	O
,	O
or	O
a	O
replaceable	O
battery	O
.	O
</s>
<s>
Users	O
could	O
access	O
discs	O
inserted	O
into	O
other	O
computers	O
on	O
their	O
local	B-General_Concept
network	I-General_Concept
through	O
a	O
feature	O
called	O
Remote	O
Disc	O
.	O
</s>
<s>
A	O
decade	O
after	O
its	O
launch	O
,	O
journalist	O
Tom	O
Warren	O
wrote	O
that	O
the	O
MacBook	B-Device
Air	I-Device
had	O
"	O
immediately	O
changed	O
the	O
future	O
of	O
laptops	B-Device
"	O
,	O
starting	O
the	O
ultrabook	B-Device
trend	O
.	O
</s>
<s>
OS	B-Application
X	I-Application
Lion	I-Application
added	O
new	O
software	O
features	O
first	O
introduced	O
with	O
the	O
iPad	B-Operating_System
,	O
such	O
as	O
FaceTime	B-Operating_System
,	O
full-screen	O
apps	O
,	O
document	O
autosaving	O
and	O
versioning	O
,	O
and	O
a	O
bundled	O
Mac	B-Application
App	I-Application
Store	I-Application
to	O
replace	O
software	O
install	O
discs	O
with	O
online	O
downloads	O
.	O
</s>
<s>
It	O
also	O
gained	O
support	O
for	O
Retina	B-Operating_System
displays	I-Operating_System
,	O
which	O
had	O
been	O
introduced	O
earlier	O
with	O
the	O
iPhone	B-Operating_System
4	I-Operating_System
.	O
iPhone-like	O
multi-touch	B-Application
technology	I-Application
was	O
progressively	O
added	O
to	O
all	O
MacBook	B-Device
trackpads	O
,	O
and	O
to	O
desktop	O
Macs	B-Device
through	O
the	O
Magic	O
Mouse	O
,	O
and	O
Magic	B-Device
Trackpad	I-Device
.	O
</s>
<s>
The	O
2010	O
MacBook	B-Device
Air	I-Device
added	O
an	O
iPad-inspired	O
standby	O
mode	O
,	O
"	O
instant-on	O
"	O
wake	O
from	O
sleep	O
,	O
and	O
flash	B-Device
memory	I-Device
for	O
storage	O
.	O
</s>
<s>
After	O
criticism	O
by	O
Greenpeace	O
,	O
Apple	O
improved	O
the	O
environmental	O
friendliness	O
of	O
its	O
Macs	B-Device
.	O
</s>
<s>
The	O
2008	O
MacBook	B-Device
Air	I-Device
was	O
free	O
of	O
toxic	O
chemicals	O
like	O
mercury	O
,	O
bromide	O
and	O
PVC	O
,	O
and	O
came	O
in	O
a	O
smaller	O
packaging	O
.	O
</s>
<s>
The	O
enclosures	O
of	O
the	O
iMac	B-Device
and	O
unibody	O
MacBook	B-Device
Pro	I-Device
were	O
redesigned	O
with	O
more	B-Application
recyclable	O
materials	O
:	O
aluminum	O
and	O
glass	O
.	O
</s>
<s>
On	O
February	O
24	O
,	O
2011	O
,	O
the	O
MacBook	B-Device
Pro	I-Device
became	O
the	O
first	O
computer	O
to	O
support	O
Intel	O
's	O
new	O
Thunderbolt	B-Protocol
connector	O
,	O
which	O
had	O
two-way	O
transfer	O
speeds	O
of	O
10Gbit/s	O
,	O
and	O
was	O
backward-compatible	O
with	O
Mini	B-Protocol
DisplayPort	I-Protocol
.	O
</s>
<s>
Cook	O
's	O
first	O
keynote	O
address	O
marked	O
the	O
release	O
of	O
iCloud	B-Application
,	O
moving	O
the	O
"	O
digital	O
hub	O
"	O
from	O
the	O
Mac	B-Device
to	O
the	O
cloud	O
.	O
</s>
<s>
In	O
2012	O
,	O
the	O
MacBook	B-Device
Pro	I-Device
was	O
refreshed	O
with	O
a	O
Retina	B-Operating_System
display	I-Operating_System
,	O
while	O
the	O
iMac	B-Device
was	O
slimmed	O
and	O
lost	O
its	O
SuperDrive	B-Device
.	O
</s>
<s>
In	O
2013	O
,	O
Apple	O
introduced	O
a	O
new	O
cylindrical	O
Mac	B-Device
Pro	I-Device
,	O
with	O
marketing	O
chief	O
Phil	O
Schiller	O
exclaiming	O
"	O
Ca	O
n't	O
innovate	O
anymore	O
,	O
my	O
ass	O
!	O
"	O
.	O
</s>
<s>
Tech	O
reviewers	O
praised	O
the	O
2013	O
Mac	B-Device
Pro	I-Device
for	O
its	O
power	O
and	O
futuristic	O
design	O
;	O
however	O
,	O
it	O
was	O
poorly	O
received	O
by	O
professional	O
users	O
,	O
who	O
criticized	O
its	O
lack	O
of	O
upgradability	O
and	O
the	O
removal	O
of	O
expansion	O
slots	O
.	O
</s>
<s>
The	O
iMac	B-Device
was	O
refreshed	O
with	O
a	O
5K	B-Device
Retina	B-Operating_System
display	I-Operating_System
in	O
2014	O
,	O
making	O
it	O
the	O
highest-resolution	O
all-in-one	O
desktop	O
computer	O
at	O
the	O
time	O
of	O
its	O
release	O
.	O
</s>
<s>
The	O
MacBook	B-Device
was	B-Device
reintroduced	I-Device
in	O
2015	O
,	O
with	O
a	O
completely	O
redesigned	O
aluminum	O
unibody	O
chassis	O
,	O
a	O
12-inch	O
Retina	B-Operating_System
display	I-Operating_System
,	O
a	O
fanless	O
low-power	O
Intel	B-Device
Core	I-Device
M	I-Device
processor	O
,	O
a	O
much	O
smaller	O
logic	O
board	O
,	O
a	O
new	O
Butterfly	O
keyboard	O
,	O
a	O
single	O
USB-C	O
port	O
,	O
and	O
a	O
solid-state	O
Force	B-Device
Touch	I-Device
trackpad	O
with	O
pressure	O
sensitivity	O
.	O
</s>
<s>
It	O
was	O
praised	O
for	O
its	O
portability	O
,	O
but	O
criticized	O
for	O
its	O
lack	O
of	O
performance	O
,	O
the	O
need	O
to	O
use	O
adapters	O
to	O
use	O
most	O
USB	B-Protocol
peripherals	O
,	O
and	O
a	O
high	O
starting	O
price	O
of	O
US$	O
1,299	O
.	O
</s>
<s>
In	O
2015	O
,	O
Apple	O
started	O
a	O
service	O
program	O
to	O
address	O
a	O
widespread	O
GPU	O
defect	O
in	O
the	O
15-inch	O
2011	O
MacBook	B-Device
Pro	I-Device
,	O
which	O
could	O
cause	O
graphical	O
artifacts	O
or	O
prevent	O
the	O
machine	O
from	O
functioning	O
entirely	O
.	O
</s>
<s>
The	O
Touch	O
Bar	O
MacBook	B-Device
Pro	I-Device
was	O
released	O
in	O
October	O
2016	O
.	O
</s>
<s>
It	O
was	O
the	O
thinnest	O
MacBook	B-Device
Pro	I-Device
ever	O
made	O
,	O
replaced	O
all	O
ports	O
with	O
four	O
Thunderbolt	B-Protocol
3	I-Protocol
(	O
USB-C	O
)	O
ports	O
,	O
gained	O
a	O
thinner	O
"	O
Butterfly	O
"	O
keyboard	O
,	O
and	O
replaced	O
function	B-Application
keys	I-Application
with	O
the	O
Touch	O
Bar	O
.	O
</s>
<s>
The	O
Touch	O
Bar	O
was	O
criticized	O
for	O
making	O
it	O
harder	O
to	O
use	O
the	O
function	B-Application
keys	I-Application
by	O
feel	O
,	O
as	O
it	O
offered	O
no	O
tactile	O
feedback	O
.	O
</s>
<s>
Many	O
users	O
were	O
also	O
frustrated	O
by	O
the	O
need	O
to	O
buy	O
dongles	B-Device
,	O
particularly	O
professional	O
users	O
who	O
relied	O
on	O
traditional	O
USB-A	O
devices	O
,	O
SD	B-Device
cards	I-Device
,	O
and	O
HDMI	B-Protocol
for	O
video	O
output	O
.	O
</s>
<s>
Since	O
the	O
Butterfly	O
keyboard	O
was	O
riveted	O
into	O
the	O
laptop	B-Device
's	O
case	O
,	O
it	O
could	O
only	O
be	O
serviced	O
at	O
an	O
Apple	O
Store	O
or	O
authorized	O
service	O
center	O
.	O
</s>
<s>
Apple	O
settled	O
a	O
$50m	O
class-action	O
lawsuit	O
over	O
these	O
keyboards	B-Device
in	O
2022	O
.	O
</s>
<s>
His	O
role	O
in	O
the	O
decisions	O
to	O
switch	O
to	O
fragile	O
Butterfly	O
keyboards	B-Device
,	O
to	O
make	O
the	O
Mac	B-Device
Pro	I-Device
non-expandable	O
,	O
and	O
to	O
remove	O
USB-A	O
,	O
HDMI	B-Protocol
and	O
the	O
SD	B-Device
card	I-Device
slot	O
from	O
the	O
MacBook	B-Device
Pro	I-Device
were	O
criticized	O
.	O
</s>
<s>
The	O
long-standing	O
keyboard	O
issue	O
on	O
MacBook	B-Device
Pros	I-Device
,	O
Apple	O
's	O
abandonment	O
of	O
the	O
Aperture	B-Operating_System
professional	O
photography	O
app	O
,	O
and	O
the	O
lack	O
of	O
Mac	B-Device
Pro	I-Device
upgrades	O
led	O
to	O
declining	O
sales	O
and	O
a	O
widespread	O
belief	O
that	O
Apple	O
was	O
no	O
longer	O
committed	O
to	O
professional	O
users	O
.	O
</s>
<s>
After	O
several	O
years	O
without	O
any	O
significant	O
updates	O
to	O
the	O
Mac	B-Device
Pro	I-Device
,	O
Apple	O
executives	O
admitted	O
in	O
2017	O
that	O
the	O
2013	O
Mac	B-Device
Pro	I-Device
had	O
not	O
met	O
expectations	O
,	O
and	O
said	O
that	O
the	O
company	O
had	O
designed	O
themselves	O
into	O
a	O
"	O
thermal	O
corner	O
"	O
,	O
preventing	O
them	O
from	O
releasing	O
a	O
planned	O
dual-GPU	O
successor	O
.	O
</s>
<s>
Apple	O
also	O
unveiled	O
their	O
future	O
product	O
roadmap	O
for	O
professional	O
products	O
,	O
including	O
plans	O
for	O
an	O
iMac	B-Device
Pro	I-Device
as	O
a	O
stopgap	O
and	O
an	O
expandable	O
Mac	B-Device
Pro	I-Device
to	O
be	O
released	O
later	O
.	O
</s>
<s>
The	O
iMac	B-Device
Pro	I-Device
was	O
revealed	O
at	O
WWDC	O
2017	O
,	O
featuring	O
updated	O
Intel	B-Device
Xeon	I-Device
W	I-Device
processors	O
and	O
Radeon	O
Pro	O
Vega	O
graphics	O
.	O
</s>
<s>
In	O
2018	O
,	O
Apple	O
released	O
a	O
redesigned	O
MacBook	B-Device
Air	I-Device
with	O
a	O
Retina	B-Operating_System
display	I-Operating_System
,	O
Butterfly	O
keyboard	O
,	O
Force	B-Device
Touch	I-Device
trackpad	O
,	O
and	O
Thunderbolt	B-Protocol
3	I-Protocol
USB-C	O
ports	O
.	O
</s>
<s>
However	O
,	O
many	O
users	O
continued	O
to	O
experience	O
reliability	O
issues	O
with	O
these	O
keyboards	B-Device
,	O
leading	O
Apple	O
to	O
launch	O
a	O
program	O
to	O
repair	O
affected	O
keyboards	B-Device
free	O
of	O
charge	O
.	O
</s>
<s>
Higher-end	O
models	O
of	O
the	O
15-inch	O
2018	O
MacBook	B-Device
Pro	I-Device
faced	O
another	O
issue	O
where	O
the	O
Core	O
i9	O
processor	O
reached	O
unusually	O
high	O
temperatures	O
,	O
resulting	O
in	O
reduced	O
CPU	O
performance	O
from	O
thermal	O
throttling	O
.	O
</s>
<s>
Apple	O
issued	O
a	O
patch	O
to	O
address	O
this	O
issue	O
via	O
a	O
macOS	B-Application
supplemental	O
update	O
,	O
blaming	O
a	O
"	O
missing	O
digital	O
key	O
"	O
in	O
the	O
thermal	O
management	O
firmware	O
.	O
</s>
<s>
The	O
2019	O
16-inch	O
MacBook	B-Device
Pro	I-Device
and	O
2020	O
MacBook	B-Device
Air	I-Device
replaced	O
the	O
unreliable	O
Butterfly	O
keyboard	O
with	O
a	O
redesigned	O
scissor-switch	O
Magic	B-Device
Keyboard	I-Device
.	O
</s>
<s>
On	O
the	O
MacBook	B-Device
Pros	I-Device
,	O
the	O
Touch	O
Bar	O
and	O
Touch	O
ID	O
were	O
made	O
standard	O
,	O
and	O
the	O
Esc	O
key	O
was	O
detached	O
from	O
the	O
Touch	O
Bar	O
and	O
returned	O
to	O
being	O
a	O
physical	O
key	O
.	O
</s>
<s>
At	O
WWDC	O
2019	O
,	O
Apple	O
unveiled	O
a	O
new	O
Mac	B-Device
Pro	I-Device
with	O
a	O
larger	O
case	O
design	O
that	O
allows	O
for	O
hardware	O
expandability	O
,	O
as	O
well	O
as	O
introducing	O
a	O
new	O
expansion	O
module	O
system	O
(	O
MPX	O
)	O
,	O
for	O
modules	O
such	O
as	O
an	O
optional	O
Afterburner	O
card	O
for	O
faster	O
video	O
encoding	O
.	O
</s>
<s>
Almost	O
every	O
part	O
of	O
the	O
new	O
Mac	B-Device
Pro	I-Device
is	O
user-replaceable	O
,	O
with	O
iFixit	O
praising	O
its	O
high	O
user-repairability	O
.	O
</s>
<s>
In	O
April	O
2018	O
,	O
Bloomberg	O
reported	O
that	O
Apple	O
was	O
planning	O
to	O
replace	O
Intel	O
chips	O
with	O
ARM	B-Architecture
processors	I-Architecture
similar	O
to	O
those	O
used	O
in	O
its	O
phones	O
,	O
causing	O
Intel	O
's	O
shares	O
to	O
drop	O
by	O
9.2	O
%	O
.	O
</s>
<s>
The	O
Verge	O
,	O
commenting	O
on	O
the	O
rumors	O
,	O
stated	O
that	O
such	O
a	O
decision	O
made	O
sense	O
,	O
as	O
Intel	O
was	O
failing	O
to	O
make	O
significant	O
improvements	O
to	O
its	O
processors	O
,	O
and	O
could	O
not	O
compete	O
with	O
ARM	B-Architecture
chips	I-Architecture
on	O
battery	O
life	O
.	O
</s>
<s>
At	O
WWDC	O
2020	O
,	O
Tim	O
Cook	O
announced	O
that	O
the	O
Mac	B-Device
would	O
be	O
transitioning	B-Device
to	I-Device
Apple	I-Device
silicon	I-Device
chips	O
,	O
built	O
upon	O
an	O
ARM	B-Architecture
architecture	I-Architecture
,	O
over	O
a	O
two-year	O
timeline	O
.	O
</s>
<s>
The	O
Rosetta	B-Operating_System
2	I-Operating_System
translation	O
layer	O
was	O
also	O
introduced	O
,	O
enabling	O
Apple	B-Device
silicon	I-Device
Macs	B-Device
to	O
run	O
Intel	O
apps	O
.	O
</s>
<s>
On	O
November	O
10	O
,	O
2020	O
,	O
Apple	O
announced	O
their	O
first	O
system-on-a-chip	O
designed	O
for	O
the	O
Mac	B-Device
,	O
the	O
Apple	B-Device
M1	I-Device
,	O
and	O
a	O
series	O
of	O
Macs	B-Device
that	O
would	O
ship	O
with	O
the	O
M1	B-Device
:	O
the	O
MacBook	B-Device
Air	I-Device
,	O
Mac	B-Device
Mini	I-Device
,	O
and	O
the	O
13-inch	O
MacBook	B-Device
Pro	I-Device
.	O
</s>
<s>
These	O
new	O
Macs	B-Device
received	O
highly	O
positive	O
reviews	O
,	O
with	O
reviewers	O
highlighting	O
significant	O
improvements	O
in	O
battery	O
life	O
,	O
performance	O
,	O
and	O
heat	O
management	O
compared	O
to	O
previous	O
generations	O
.	O
</s>
<s>
The	O
iMac	B-Device
Pro	I-Device
was	O
quietly	O
discontinued	O
on	O
March	O
6	O
,	O
2021	O
.	O
</s>
<s>
On	O
April	O
20	O
,	O
2021	O
,	O
a	O
new	O
24-inch	B-Device
iMac	I-Device
was	O
revealed	O
,	O
featuring	O
the	O
M1	B-Device
chip	I-Device
,	O
seven	O
new	O
colors	O
,	O
thinner	O
white	O
bezels	O
,	O
and	O
an	O
enclosure	O
made	O
entirely	O
from	O
recycled	O
aluminum	O
.	O
</s>
<s>
On	O
October	O
18	O
,	O
2021	O
,	O
Apple	O
announced	O
new	O
14-inch	O
and	O
16-inch	O
MacBook	B-Device
Pros	I-Device
featuring	O
a	O
bezel-less	O
mini-LED	O
120Hz	O
ProMotion	O
display	O
,	O
and	O
the	O
return	O
of	O
a	O
MagSafe	B-Application
,	O
HDMI	B-Protocol
port	O
,	O
and	O
SD	B-Device
card	I-Device
slot	O
.	O
</s>
<s>
On	O
March	O
8	O
,	O
2022	O
,	O
the	O
Mac	B-Device
Studio	I-Device
was	O
unveiled	O
,	O
featuring	O
more	B-Application
powerful	O
M1	B-Device
Max	I-Device
and	O
M1	B-Device
Ultra	I-Device
chips	O
in	O
a	O
similar	O
form	O
factor	O
to	O
the	O
Mac	B-Device
Mini	I-Device
.	O
</s>
<s>
Its	O
performance	O
was	O
deemed	O
"	O
impressive	O
"	O
,	O
beating	O
the	O
highest-end	O
Mac	B-Device
Pro	I-Device
with	O
a	O
28-core	O
Intel	B-Device
Xeon	I-Device
chip	O
,	O
while	O
being	O
significantly	O
more	B-Application
power	O
efficient	O
and	O
compact	O
.	O
</s>
<s>
It	O
was	O
introduced	O
alongside	O
the	O
Studio	B-Device
Display	I-Device
,	O
and	O
was	O
meant	O
to	O
replace	O
the	O
27-inch	O
iMac	B-Device
,	O
which	O
was	O
discontinued	O
on	O
the	O
same	O
day	O
.	O
</s>
<s>
At	O
WWDC	O
2022	O
,	O
Apple	O
announced	O
an	O
updated	O
MacBook	B-Device
Air	I-Device
based	O
on	O
a	O
new	O
M2	B-Device
chip	O
.	O
</s>
<s>
It	O
incorporates	O
several	O
changes	O
from	O
the	O
14-inch	O
MacBook	B-Device
Pro	I-Device
,	O
such	O
as	O
a	O
flat	B-Application
,	O
slab-shaped	O
design	O
,	O
full-sized	O
function	B-Application
keys	I-Application
,	O
MagSafe	B-Application
charging	O
,	O
and	O
a	O
Liquid	B-Operating_System
Retina	I-Operating_System
display	O
,	O
with	O
rounded	O
corners	O
and	O
a	O
notch	O
incorporating	O
a	O
1080p	O
webcam	O
.	O
</s>
<s>
The	O
original	O
Macintosh	B-Device
was	O
marketed	O
at	O
Super	O
Bowl	O
XVIII	O
with	O
the	O
highly	O
acclaimed	O
"	O
1984	O
"	O
ad	O
,	O
directed	O
by	O
Ridley	O
Scott	O
.	O
</s>
<s>
Before	O
the	O
Macintosh	B-Device
,	O
high-tech	O
marketing	O
catered	O
to	O
industry	O
insiders	O
rather	O
than	O
consumers	O
,	O
and	O
as	O
a	O
result	O
,	O
journalists	O
covered	O
technology	O
like	O
the	O
"	O
steel	O
or	O
automobiles	O
"	O
industries	O
,	O
with	O
articles	O
written	O
for	O
a	O
highly	O
technical	O
audience	O
.	O
</s>
<s>
The	O
Macintosh	B-Device
launch	O
event	O
pioneered	O
event	O
marketing	O
techniques	O
that	O
have	O
since	O
become	O
"	O
widely	O
emulated	O
"	O
in	O
Silicon	O
Valley	O
,	O
by	O
creating	O
a	O
mystique	O
about	O
the	O
product	O
and	O
giving	O
an	O
inside	O
look	O
into	O
its	O
creation	O
.	O
</s>
<s>
Apple	O
also	O
took	O
a	O
new	O
"	O
multiple	O
exclusives	O
"	O
approach	O
regarding	O
the	O
press	O
,	O
giving	O
"	O
over	O
one	O
hundred	O
interviews	O
to	O
journalists	O
that	O
lasted	O
over	O
six	O
hours	O
apiece	O
"	O
,	O
and	O
introduced	O
a	O
new	O
"	O
Test	O
Drive	O
a	O
Macintosh	B-Device
"	O
campaign	O
.	O
</s>
<s>
Apple	O
's	O
brand	O
,	O
which	O
established	O
a	O
"	O
heartfelt	O
connection	O
with	O
consumers	O
"	O
,	O
is	O
cited	O
as	O
one	O
of	O
the	O
keys	O
to	O
the	O
Mac	B-Device
's	O
success	O
.	O
</s>
<s>
After	O
Steve	O
Jobs	O
's	O
return	O
to	O
the	O
company	O
,	O
he	O
unveiled	O
the	O
Think	O
different	O
ad	O
campaign	O
,	O
positioning	O
the	O
Mac	B-Device
as	O
the	O
best	O
computer	O
for	O
"	O
creative	O
people	O
who	O
believe	O
that	O
one	O
person	O
can	O
change	O
the	O
world	O
"	O
.	O
</s>
<s>
The	O
campaign	O
featured	O
black-and-white	O
photographs	O
of	O
luminaries	O
like	O
Albert	O
Einstein	O
,	O
Gandhi	O
,	O
and	O
Martin	O
Luther	O
King	O
Jr.	O
,	O
with	O
Jobs	O
saying	O
:	O
"	O
if	O
they	O
ever	O
used	O
a	O
computer	O
,	O
it	O
would	O
have	O
been	O
a	O
Mac.	O
"	O
</s>
<s>
In	O
the	O
2000s	O
,	O
Apple	O
continued	O
to	O
use	O
successful	O
marketing	O
campaigns	O
to	O
promote	O
the	O
Mac	B-Device
line	O
,	O
including	O
the	O
Switch	O
and	O
Get	O
a	O
Mac	B-Device
campaigns	O
.	O
</s>
<s>
Apple	O
's	O
focus	O
on	O
design	O
and	O
build	O
quality	O
has	O
helped	O
establish	O
the	O
Mac	B-Device
as	O
a	O
high-end	O
,	O
premium	O
brand	O
.	O
</s>
<s>
Apple	O
has	O
long	O
made	O
use	O
of	O
product	O
placements	O
in	O
high-profile	O
movies	O
and	O
television	O
shows	O
to	O
showcase	O
Mac	B-Device
computers	I-Device
,	O
like	O
Mission	B-Application
:	I-Application
Impossible	I-Application
,	O
Legally	O
Blonde	O
,	O
and	O
Sex	O
and	O
the	O
City	O
.	O
</s>
<s>
Its	O
own	O
shows	O
produced	O
for	O
the	O
Apple	O
TV+	O
streaming	O
service	O
also	O
feature	O
prominent	O
use	O
of	O
MacBooks	B-Device
.	O
</s>
<s>
The	O
Mac	B-Device
is	O
known	O
for	O
having	O
a	O
highly	O
loyal	O
customer	O
base	O
.	O
</s>
<s>
In	O
2022	O
,	O
the	O
American	O
Customer	O
Satisfaction	O
Index	O
gave	O
the	O
Mac	B-Device
the	O
highest	O
customer	O
satisfaction	O
score	O
of	O
any	O
personal	B-Device
computer	I-Device
,	O
at	O
82	O
out	O
of	O
100	O
.	O
</s>
<s>
As	O
of	O
that	O
same	O
year	O
,	O
Apple	O
is	O
the	O
fourth	O
largest	O
vendor	O
of	O
personal	B-Device
computers	I-Device
,	O
with	O
a	O
market	O
share	O
of	O
8.9	O
%	O
.	O
</s>
<s>
All	O
Macs	B-Device
in	O
production	O
use	O
ARM-based	O
Apple	B-Device
silicon	I-Device
processors	O
,	O
except	O
the	O
Mac	B-Device
Pro	I-Device
.	O
</s>
<s>
Apple	B-Device
silicon	I-Device
Macs	B-Device
have	O
been	O
praised	O
for	O
their	O
performance	O
and	O
power	O
efficiency	O
.	O
</s>
<s>
They	O
can	O
run	O
Intel	O
apps	O
through	O
the	O
Rosetta	B-Operating_System
2	I-Operating_System
translation	O
layer	O
,	O
as	O
well	O
as	O
iOS	B-Application
and	O
iPadOS	B-Operating_System
apps	O
distributed	O
via	O
the	O
App	B-Application
Store	I-Application
.	O
</s>
<s>
These	O
Mac	B-Device
models	O
come	O
equipped	O
with	O
high-speed	O
Thunderbolt	B-Protocol
4	I-Protocol
or	O
USB	B-Protocol
4	O
connectivity	O
,	O
with	O
speeds	O
up	O
to	O
40Gbit/s	O
.	O
</s>
<s>
Apple	B-Device
silicon	I-Device
Macs	B-Device
have	O
custom	O
integrated	O
graphics	O
rather	O
than	O
graphics	O
cards	O
.	O
</s>
<s>
MacBooks	B-Device
are	O
recharged	O
with	O
either	O
USB-C	O
or	O
MagSafe	B-Application
connectors	O
,	O
depending	O
on	O
the	O
model	O
.	O
</s>
<s>
Apple	O
offers	O
a	O
range	O
of	O
accessories	O
for	O
the	O
Mac	B-Device
,	O
including	O
the	O
Studio	B-Device
Display	I-Device
and	O
Pro	B-Device
Display	I-Device
XDR	I-Device
external	O
monitors	O
,	O
the	O
AirPods	B-Operating_System
line	O
of	O
wireless	O
headphones	O
,	O
and	O
keyboards	B-Device
and	O
mice	O
such	O
as	O
the	O
Magic	B-Device
Keyboard	I-Device
,	O
Magic	B-Device
Trackpad	I-Device
,	O
and	O
Magic	O
Mouse	O
.	O
</s>
<s>
Macs	B-Device
run	O
the	O
macOS	B-Application
operating	O
system	O
,	O
which	O
is	O
the	O
second	O
most	O
widely	O
used	O
desktop	O
OS	O
,	O
after	O
Microsoft	B-Application
Windows	I-Application
and	O
ahead	O
of	O
ChromeOS	B-Operating_System
.	O
</s>
<s>
macOS	B-Application
is	O
the	O
successor	O
of	O
the	O
classic	B-Application
Mac	I-Application
OS	I-Application
,	O
which	O
saw	O
nine	O
releases	O
between	O
1984	O
and	O
1999	O
.	O
</s>
<s>
The	O
latest	O
version	O
of	O
Classic	B-Application
Mac	I-Application
OS	I-Application
,	O
Mac	B-Operating_System
OS	I-Operating_System
9	I-Operating_System
,	O
was	O
introduced	O
in	O
1999	O
,	O
and	O
still	O
evokes	O
nostalgia	O
for	O
some	O
users	O
,	O
part	O
of	O
a	O
trend	O
known	O
as	O
retrocomputing	O
.	O
</s>
<s>
Mac	B-Operating_System
OS	I-Operating_System
9	I-Operating_System
was	O
succeeded	O
by	O
Mac	B-Device
OS	I-Device
X	I-Device
in	O
2001	O
.	O
</s>
<s>
Over	O
the	O
years	O
,	O
Mac	B-Device
OS	I-Device
X	I-Device
was	O
rebranded	O
to	O
OS	B-Operating_System
X	I-Operating_System
,	O
and	O
is	O
now	O
known	O
as	O
macOS	B-Application
.	O
</s>
<s>
macOS	B-Application
is	O
a	O
derivative	O
of	O
NextSTEP	B-Application
and	O
FreeBSD	B-Operating_System
.	O
</s>
<s>
It	O
uses	O
the	O
XNU	B-Operating_System
kernel	I-Operating_System
,	O
and	O
the	O
core	O
of	O
macOS	B-Application
has	O
been	O
open-sourced	O
as	O
the	O
Darwin	B-Operating_System
operating	I-Operating_System
system	I-Operating_System
.	O
</s>
<s>
macOS	B-Application
features	O
the	O
Aqua	B-Application
user	I-Application
interface	I-Application
,	O
the	O
Cocoa	B-Operating_System
set	O
of	O
frameworks	O
,	O
and	O
the	O
Objective-C	B-Language
and	O
Swift	B-Application
programming	I-Application
languages	I-Application
.	O
</s>
<s>
Macs	B-Device
are	O
deeply	O
integrated	O
with	O
other	O
Apple	O
devices	O
,	O
including	O
the	O
iPhone	B-Operating_System
and	O
iPad	B-Operating_System
,	O
through	O
Continuity	O
features	O
like	O
Handoff	O
,	O
Sidecar	O
,	O
Universal	O
Control	O
,	O
and	O
Universal	O
Clipboard	O
.	O
</s>
<s>
The	O
first	O
version	O
of	O
Mac	B-Device
OS	I-Device
X	I-Device
,	O
version	O
10.0	B-Operating_System
,	O
was	O
released	O
in	O
March	O
2001	O
.	O
</s>
<s>
10.4	B-Application
"	I-Application
Tiger	I-Application
"	I-Application
added	O
Spotlight	B-Application
search	O
;	O
10.6	B-Device
"	I-Device
Snow	I-Device
Leopard	I-Device
"	I-Device
brought	O
refinements	O
,	O
stability	O
,	O
and	O
full	O
64-bit	B-Device
support	I-Device
;	O
10.7	B-Application
"	I-Application
Lion	I-Application
"	I-Application
introduced	O
many	O
iPad-inspired	O
features	O
;	O
10.10	B-Device
"	I-Device
Yosemite	I-Device
"	I-Device
introduced	O
a	O
complete	O
user	O
interface	O
revamp	O
,	O
replacing	O
skeuomorphic	O
designs	O
with	O
iOS	B-Application
7-esque	O
flat	B-Application
designs	I-Application
;	O
10.12	B-Operating_System
"	I-Operating_System
Sierra	I-Operating_System
"	I-Operating_System
added	O
the	O
Siri	B-Application
voice	O
assistant	O
and	O
Apple	B-Application
File	I-Application
System	I-Application
(	O
APFS	B-Application
)	O
support	O
;	O
10.14	B-Device
"	I-Device
Mojave	I-Device
"	I-Device
added	O
a	O
dark	O
user	O
interface	O
mode	O
;	O
11	B-Operating_System
"	I-Operating_System
Big	I-Operating_System
Sur	I-Operating_System
"	I-Operating_System
introduced	O
an	O
iOS-inspired	O
redesign	O
of	O
the	O
user	O
interface	O
.	O
</s>
<s>
The	O
Mac	B-Device
has	O
a	O
wide	B-Operating_System
variety	I-Operating_System
of	I-Operating_System
apps	I-Operating_System
available	O
,	O
including	O
cross-platform	O
apps	O
like	O
Google	B-Application
Chrome	I-Application
,	O
Microsoft	B-Application
Office	I-Application
,	O
Adobe	B-Operating_System
Creative	I-Operating_System
Cloud	I-Operating_System
,	O
Mathematica	B-Application
,	O
Visual	B-Language
Studio	I-Language
Code	I-Language
,	O
Ableton	B-Language
Live	I-Language
,	O
and	O
Cinema	B-Device
4D	I-Device
.	O
</s>
<s>
Apple	O
has	O
also	O
developed	O
several	O
apps	O
for	O
the	O
Mac	B-Device
,	O
including	O
Final	B-Application
Cut	I-Application
Pro	I-Application
,	O
Logic	B-Application
Pro	I-Application
,	O
iWork	B-Application
,	O
GarageBand	B-Application
,	O
and	O
iMovie	B-Operating_System
.	O
</s>
<s>
A	O
large	O
amount	O
of	O
open-source	B-Application
software	I-Application
applications	O
run	O
natively	O
on	O
macOS	B-Application
,	O
like	O
LibreOffice	B-Application
,	O
GIMP	B-Application
,	O
and	O
VLC	B-Application
,	O
as	O
well	O
as	O
command-line	O
programs	O
,	O
which	O
can	O
be	O
installed	O
through	O
Homebrew	B-Application
.	O
</s>
<s>
Many	O
applications	O
written	O
for	O
Linux	B-Operating_System
or	O
BSD	B-Operating_System
also	O
run	O
on	O
macOS	B-Application
,	O
often	O
using	O
X11	B-Operating_System
.	O
</s>
<s>
Apple	O
's	O
official	O
integrated	B-Application
development	I-Application
environment	I-Application
(	O
IDE	B-Application
)	O
is	O
Xcode	B-Operating_System
,	O
allowing	O
developers	O
to	O
create	O
apps	O
for	O
the	O
Mac	B-Device
and	O
other	O
Apple	O
platforms	O
.	O
</s>
<s>
The	O
latest	O
release	O
of	O
macOS	B-Application
is	O
13	B-Operating_System
"	I-Operating_System
Ventura	I-Operating_System
"	I-Operating_System
,	O
which	O
launched	O
on	O
October	O
24	O
,	O
2022	O
.	O
</s>
