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Apple will show textbooks optimized for use on the iPad at the Guggenheim Museum in New York in January 2012. Apple's emphasis is on developing the tools for building the digital textbooks of the future, with a service that could become the way for schools and textbook publishers to develop the digital material of tomorrow. This also creates the link between the media companies such as Apple with its iPad and the textbook creators such as media companies who create the digital content, so that new digital content can be created with the best optimizing software and compatible formatting for the electronic devices. Apple's Roger Rosner, vice president of productivity applications, leads the effort.

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Tim Cook talks to developers at a world wide virtual and in person event. 

Apple will introduce a new 13.5 inch Macbook Air with a inhouse M2 chip for $1195 on sale in July 2022. A new 13 inch Macbook Pro will also be made.

The new iPhone with 5G capability had sales of $191 billion in fiscal year ending in September 2021. iPhone sales up 6.2% in 2022 vs 39% in 2021 when the pandemic led to remote work on Apple and other PC's.

App store and ad sales up by 17% to $80 billion, larger than Mac and iPad sales. 

Apple Pay will break payments into 4 installments as an option. Messages will have an unsend or edit option for 15 minutes.

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Steve Jobs, the co-founder of Apple and its CEO, passed away on September 5, 2011. He helped create the Macintosh, the iPod, iTunes, the iPhone and the iPad, changing the way people work, listen to music, or work and communicate with portable handheld devices. He made significant contributions through the devices he helped create by making them easy to use, look and feel good. By making as he said "the whole widget," both the software, hardware and other design, and a relentless focus on how the products worked in the hands of consumers, Jobs was able to come up with unique products like the Mac, iPod, iphone, and the iPad. The pioneering work of Jobs began early, in 1977 with the first Macintosh computer, and continued through 2010 with the introduction of the iPad. Jobs first first period at Apple lasted from 1976 to 1985, closing when Jobs left the company after differences with then CEO John Sculley. He rejoined the company in 1996 when Apple acquired Next, the company founded by Jobs in the intervening period. The first period saw the emergence of Microsoft in the personal computer world. In 1997 Apple accepted an investment of $150 million from Microsoft and told Mac fans that "we want to let go off this notion that for Apple to win, Microsoft has to loose." Microsofts Office software could be used on Mac computers by this arrangement and helped Apple survive this period. Later in a 2005 address at Stanford University, Jobs told students about the first period: "The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life." Jobs personal story is of being college dropout from Reed College, Oregon, where he dropped out after one semester in 1972, because of financial issues. He then worked parttime at Atari, and in 1975 associated with the Homebrew Computer Club where he met Apple co-founder Wozniak. He was the son of unwed parents, University of Wisoconsin grad student Joanne Carole Schieble and a Syrian exchange student Abdulfattah Jandali. He was adopted by Paul and Clara Jobs shortly after birth. ...

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David Gelernter, Yale professor of computer science, says above all things Steve Job was designer-in-chief. At his Stanford commencement address in 2004, Jobs recounts his experience in a calligraphy course at Reed College as one of the singularly important experiences of his life, and something he carried over to the the revolution in portable devices- portable Macs, iPod, IPhone and iPad. The search for and building of elegant, easy to work, fun to use devices. Job was able to grasp the potential of such devices, says Gelertner, from his very first visit to the Xerox research labs in Palo Alto in 1979. In doing this he gives credit for long forgotten pioneers of the personal computer, who were just as important perhaps even more so, Douglas Engelbart and Alan Kay. At Xerox, Kay built on the earlier innovations of Engelbart. Engelbart was first to develop the mouse, onscreen window, and the concept of computers doing more than just computing, such as controlling machinery, doing everyday stuff, and doing things with pictures. Xerox's corporate executives failed to grasp the significance of the developments in their labs. Jobs grasped this rightaway and put all his efforts into developing the Apple Macintosh in 1984 incorporating these ideas. A decade later Gates copied the Mac's eay to use features and created economies of scale, creating the personal computer that we know today. The internet was a parallel development during that decade after the pioneering work of Tim Berners-Lee on the worldwide web. Jobs took the experience one step further and created new devices like the iPhone and the iPad that brought mobility, ease, and refinement to the internet experience....

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Steve Jobs of Apple never intended the iPhone to be used as an ubiquitous device that is there all the time with user attention riveted to it. A computer scientist, Prof. Cal Newport of Georgetown University, says the vision of the iPhone presented by Steve Jobs at the Mosconi Center in 2007 was very different from what it has become today. It was an iPod that could make calls, help you listen to music, not a device on which you had to constantly check emails, constantly be on the alert for messages, use for getting instant breaking news you didn't need all the time. At the time in 2007 the App store did not exist and Jobs by design did not focus on apps believing that whatever apps there would be would be better designed to be aesthetically good by Apple engineers. It was an iPod that made calls, a engineer on the team that developed the iPhone at that time tells Newport. Jobs vision was of an iPhone that did a few activities well- helping people listen to music , get directions, make calls. What he did not want to do was to change the rhythm of people's lives. Newport calls it a shame that this vision got somehow diverted and disrupted by what happened afterwards. We have become so used to the constant companion model that we forget its novelty, only a little over 10 years ago none of this existed. As a computer scientist writing about the influence of technology on culture Newport says it is important to remember the magnitude of this unintended shift, to know that Jobs got it right the first time and that it would be better for many of us to return to the minimalist vision for the phone that Jobs espoused. ...

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In the third fiscal quarter ending June 28, 2014, Apple sold 35.2 million iPhones, up 13% from the year ago quarter. Profit reported was $7.75 billion for the quarter, up from $6.9 billion in the prior year quarter. Revenue increased to $37.43 billion from $35.32 billion the prior year quarter. Apple is not experiencing the weakness in smartphone sales that Samsung is seeing. The strong sales comes with increasing sales in China following the distribution deal with China Mobile. iPad sales slowed with sales declining to 13.3 million iPads in the quarter, down 9% from the prior year quarter. While Samsung has difficulty in preventing lower cost competitors such as Xiaomi and Huawei from eroding sales in China Apple sales are increasing. Apple's revenue in China increased by 28% for the quarter. China is a western brand conscious market as seen in sales of U.S. and German made automobiles. Another trend Apple is capitalizing on is the sale of larger screen iPhones. Screens larger than 5 inches make up 20% of iPhones shipped in China, according to IDC, which are estimated to go up to 50% by 2017....

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Apple's senior vice president Eddy Cue, says all of the textbooks on the iPad will be priced at $14.99. The way this works is that McGraw Hill instead of selling the textbooks to public schools for $75, will sell the book to a student for $15 for one year. At which point he can keep the digital copy but cannot resell it or pass it along to another student. New students will have to buy a new digital copy. Apple will get a cut on sales which could be about 30%, some of this will be made up from the absence of printing and distribution costs for McGraw Hill.

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David Barboza of NYT describes the hidden subsidies China gives to Foxconn for its plant in Zhengzhou, in a poor region of China. The factory there makes about half a million iPhones a day. These subsidies include incentive packages, infrastructure building, local government help of about $1.5 billion. As a result Apple has high margins. For a 32 gigabyte iPhone 7 that costs $400 to make, the retail price is about $649 in the U.S.  The hidden subsidies is why Apple can maintain dominance as profits are reinvested. And the result is that with only 12% of the smartphone market Apple can take in 90% of the profit, according to Strategy Analytics. Barboza looks back at Apple before co-founder Steve Jobs left in 1985 as focussing on manufacturing at plants in Colorado and California. By 2001 with iPod sales soaring the move to China under Cook, who previously worked for Compaq, was underway. With the introduction of the iPhone in 2007, the move to China for manufacturing accelerated. The reason: only China offered the kind of subsidies, the speed of approval and building of infrastructure facilities, the local government support, the hundreds of thousands of workers, and the best tooling engineers, to produce in huge volumes with speed, and maintaining quality levels. Earlier plants including one in Colorado Springs that this Lyrarc editor was invited to visit just prior to Jobs rejoining Apple had many quality problems, so much so that Apple had a large part of the manufactured personal computers set aside for rework. The quality levels were dismal, defects were unbelievably high. This is the Apple manufacturing process and plant that Jobs must have seen when he returned, and which he hired Cook to fix. Not only were costs higher in the U.S., (subsidies in China came later) when Jobs looked at the manufacturing quality and the inability to get the quality he needed from American workers and engineers at that time in the 1990's, only then did he turn to China- and the more he saw what was possible to accomplish there he sensed an unusual opportunity to finally put the ghosts of memories from competition with Microsoft at rest, and to surpass everything that had been done in Silicon Valley. The result one of the most ingenious and large manufacturing networks in the world, huge profits for an American company, except for one thing- it would not do much for American workers. ...

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Microsoft is making management changes in the unit which makes the Xbox, Zune music player, phone software. There have been some successes with the Xbox gaming console, but the Zune music player and phone software have done poorly. Robbie Bach, the head of this group is leaving. Microsoft has also cancelled a project to make a tablet computer to compete with Apples's iPad. After years of working on the tablet computer Microsoft found itself falling completely behind when Apple's iPad became a sensational seller, and HP's acquisition of Palm also sent signals to Microsoft. Analysts say the departure of Bach who was with Microsoft for 22 years, and of other executives in the revamping, will do little to change things. They question that Ballmer has the same touch and feel for the customer, which is something rare, and which Apple has at this time.

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Peers says Amazon's strategy is flawed and the new Kindle Fire tablet will cut into Amazon's already low margins. He points to the analysis of components going into tablets by IHS iSuppli, which found materials costs alone come up to over $262. For companies making hardware such as Samsung and Sony the tablets have to be priced higher. By pricing the Kindle Fire at $199, Amazon CEO Bezos, may be counting on the tablet boosting Amazon's retail business, the digital music, and the streaming of videos, and bookstores. Surveys show the tablet being used mainly for web surfing or email, and less for watching video or reading books. Amazon has the Kindle e-reader which is a better option for readers because of the price. And video sources include other suppliers including YouTube and Netflix. Apple still has the edge in resources- $76 billion in cash and investments in mid 2011- to support lower prices on newer versions of the iPad with more capabilities and design features. Apple with its supply chain experience may be able to obtain better costs from component suppliers than Amazon for future price reductions. Sony and Samsung also bring the manufacturing knowhow and expertise to do this, with Sony's added capabilities in designing devices. The H-P tablet experience shows how quickly a tablet can become obsolete in this market....

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With the decline of its hardware business making iPhones Apple is looking at other fields. It is launching cheap online TV subscriptions in streaming wars in competition with Netflix and others. Apple is launching a new TV streaming service Apple TV+ in 100 countries for 4.99 British pounds a month undercutting Netflix's price of 5.99 pounds. The new service will be started November 1, 2019. Disney plans a streaming service for 7 pounds a month starting November 12. This service is alongside iPhone 11 launch and anew iPad, a new iWatch. Buy any new Apple device and you get a 1 year streaming service free.  Sales of iPhones fell 14% in the April to June 2019 quarter to 39 million units. Samsung's business is growing by 4% to 75 million units and Huawei by 16% to 58 million units. Apple sees the need to increases its services business with a target of $50 billion in 2020. Apple sees itself more as a media and cloud services company as it makes this change. In markets such as India Apple's growth is limited by its failure to lower prices on new iPhones. In China it faces strong competition from Huawei. The trade tensions are increasing the strength of Chinese brands in the Chinese market. The market in U.S. and Europe is saturated after years of expansion. New iPhone models are costly and bring peripheral advantages such as more and better cameras and features such as screens that are not breakable- for the iPhone 11- not dimensions that are critical for making a costly purchase. After years of growth tech companies such as Apple, Google, Alibaba, Amazon are reaching a point where incremental growth is not what it used to be and most of the rapid growth behind them. Trade tensions are also limiting the outlook in the Chinese market, and pricing remains a major factor in the Indian market. Western markets are saturated. There are fewer and fewer substantial new ideas from these tech companies. ...

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Nokia's new phones which allow music to be downloaded wirelessly compete with the Apple iPod. The new phones can download songs wirelessly which the iPod cannot, but have a limited range and music selection compared to the iPod. Nokia hopes o enhance its margins with the higher priced phones. It is also giving Nokia an opportunity to take the lead in innovation.

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Apple Music is about to overtake Spotify in the U.S. with its subscriber account base growing at 5% a month compared to 2% for Spotify. Apple Music comes in preloaded on Apple devices giving it an advantage.  Globally Spotify has twice the account subscriber base of Apple Music. Other players in the field are Pandora, Amazon and Google's You Tube for streaming music. Streaming users play a small monthly fee or put up with ads. Yet the industry of streaming music is yet to be profitable this report points out. Apple Music and Spotify both exaggerate the size of their user base. Spotify charges $9.99 a month for streaming music service, yet even after having a large subscriber base in millions it is still not making a profit. Spotify and Apple Music both offer student plans for $4.99 a month, and a family plan for 6 persons at $14.99 a month. In the free tier or initial free subscriptions period Apple Music is way ahead of Spotify, the Home Pod device adds to Apple's advantage. ...

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Isaacson's new book on Musk says Musk's story is a cautionary tale. The compulsion to be drama magnet or mean are not prized traits, say others.  More sinister (the hell) is celebrating a culture that does not respect the need for worklife balance, of respect for nutrition and exercize for good health. Musk's methods which he calls "algorithm", a word known more for obscurity than meaning, are nothing new. For years as the US, Japan and China, now India have innovated there is a focus on simplifying things, and to do this questioning the existing way of doing things by breaking down the existing method into pieces and reorganizing the pieces of the puzzle leaving out unneeded pieces. What is the key to his success as it was for Jobs at Apple is creating a culture in which people would invest in and take risks for innovation at the high end of the price spectrum. Jobs used design and new stuff like the iPod and iPad, iPhone to do this. Musk does this through playing the role of a social media icon but a dangerous one that does not respect worklife balance and good health habits of nutrition, exercize and mindfulness. In processes this can give you a process that takes less time and money- how India's moon mission and rover Chandrayan 3 was done for $78 million showing these work practices of Musk are nothing new, and universally adopted by successful companies and nations. Newer ask your employees to do what you would not do, is also adopted by the best managers. By turning it into a mantra it obscures the fact that America today is a country of massive inequalities where two thirds of 4th graders cannot pass ACT reading test and half of retirees have zero savings, working people and families face a cost of living and health crisis and are badly neglected. How does it help to role model as an icon and popularize a culture that tolerates and accepts such conditions that would leave men deeply troubled, including America's leaders Washington, Lincoln and FDR if they were alive today. ...

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Apple to ship 25 million iphones made in India to the US for the June quarter 2025, meeting 50% of US demand. This will reduce iphone tariff from 20% for China to 10% for India. Apple will take $900 million in added costs for the tariffs for the June quarter and higher costs for future quarters. Apple made 24.8 billion on $95 billion in sales for the 1st quarter of 2025.  Apple will not get the $20 billion payment it gets from Google for making Google search the default search engine on Safari web browser. This is 25% of Apple profit. A federal judge declared this payment illegal on antitrust grounds. Another federal judge has referred Apple's App policies for criminal contempt investigation. Apple has been late to recognize the dangers of concentrating production in one country. Eight years after the 2016 election won by DJT Apple has not corrected this concentration in one country. Apple has focused on proift alone ignoring the potential for education for it's products such as the iPad. The public perception of Tech companies is that Tech is all about profit alone without regard for the Nation, education, investment in American communities and jobs, and other needs. ...

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The new iPad introduced in March 2012 with HD screen resolution and LTE capabilities is also priced at $499, with the older version priced down to $399. The iPad sales for the 4th quarter 2011 were larger than the PC sales of any individual manufacturer of PC's, according to Apple CEO, Tim Cook, showing the potential and demand for the tablet computers.

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Samsung, and HP have tablets competing with the Apple iPad. RIM also plans to release its version of the iPad. Competing iPads are smaller 7 inch versions. Steve Jobs of Apple says, the smaller iPads are not great for many applications.

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The marketing of the iPhone 6 in the U.S., China and global markets helps Apple widen its lead over competitors in 2015. Apple sales were 47.5 million iPhones in the 2nd quarter 2015, increasing by 35% over the prior year quarter. Apple is also gaining sales from buyers switching from Android phones. Apple's iPhone sales now make up 63% of its sales, compared with 53% in the same quarter in 2014. Sales of iPhones increased 59% to $31.37 billion as the average selling price went up by $100 to $662.42. Apple remained above the fray, and actually increased average selling price to $662, as Xiaomi sold quality Android phones at near cost in China hitting Samsung sales and margins hard, and leaving unsold inventory for Samsung in China. Rarely has a company dominated its business in this manner from the standpoint of profits with only about 20% of the market in smartphones. Apple profits in the 2nd quarter were $10.7 billion, increasing from $7.74 billion in the prior year quarter. The iPad unit sales declined by 18% for the 2nd quarter 2015, the sixth quarter of such declines and fewer customers upgrading. The iPad has also not taken off in the workplace. Mac unit sales were up 9%, even though the PC market declined in units by 9.5% globally for the quarter. Apple shares up 39% in 2015, fell by 6.7% over concerns about slowing China sales....

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Apple reports a slowdown in iPhone sales, with a less than 1 percent in increase in sales, for fiscal first quarter ending Dec. 26, 2015, over the prior year quarter. Revenue is expected to decline by 11% for the quarter ending in March 2016, over the prior year, first such decline in 13 years. Analysts say Apple will have to reduce gross margins of about 40% to increase sales. Apple CFO Maestri says Apple increased prices in some markets because of the strong dollar. When the stronger dollar is excluded from results for the quarter ending Dec. 26, 2015, sales revenue increased by 8% over prior year quarter, according to Apple. As Apple slows down its shares financial performance is stalled at about $100. Apple tried to present a different picture now that China sales are slowing down- it said that users had "engaged" with 1 billion Apple devices whether iPhone, iPad, Mac, or Apple TV, in the last 90 days, by downloading an app, song or movie. These services geneated $5.5 billion in revenues for the quarter ending in December, a 15% increase over prior year quarter....