![]() ![]() However, the company has been heavily criticized for its contractors’ labour practices, environmental practices, and business ethics, including anti-competitive behaviour and materials sourcing. The company enjoys high brand loyalty and is considered the most valuable brand in the world, with 1.65 billion Apple products in use worldwide as of January 2021. company to be valued at over $1 trillion, and two years later, the first to be valued at over $2 trillion. In August 2018, Apple became the first publicly traded U.S. In 2011, Jobs resigned as CEO due to health complications and died two months later. ![]() In 2007, the company launched the iPhone, which was critically acclaimed and financially successful. Under the revitalizing “Think different” campaign, Apple returned to profitability, launched the iMac and iPod, opened a retail chain of Apple Stores in 2001, and acquired numerous companies to expand its software portfolio. In 1997, Amelio bought NeXT to end Apple’s unsuccessful operating system strategy and bring back Steve Jobs, who replaced Amelio as CEO later that year. The board hired CEO Gil Amelio, who prepared the struggling company for eventual success with sweeping reforms, product focus and layoffs during his 500-day tenure. As the personal computer market expanded and evolved in the 1990s, Apple lost considerable market share to the lower-priced duopoly of Microsoft Windows on Intel PC clones. ![]()
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