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Apple is an Americanmultinational companythat designs and markets consumer electronics, personal computers and computer software. The company's best-known products include Macintoshcomputers, the iPod, iPhoneand iPad, the Apple Watch, the iTunesmedia player, the iWorkofficesuite, the iLifemultimedia suite and software for professionals such as Final Cut Pro and Logic Pro. As of 2017, the company employs 116,000 employees and operates 499 Apple Stores in 22 countries12,13 and an online store that sells both Apple and third-party devices and software. Its annual profit for the year 2017 was $45.2 billion.

Apple is created on April1, 1976 in the garage of Steve Jobs' childhood home in Los Altos in California by Steve Jobs, Steve Wozniak and Ronald Wayne14 , then incorporated on January3, 1977originally under the name Apple Computer, but for its 30 years and to reflect the diversification of its products, the word "computer" is removed on January 9, 200715.

Because of its industrial philosophy ofvertical integration, its approach marketingbased on the innovation, ergonomics and aesthetics of its products appreciated by consumers, its original advertising campaigns and customers who identify with the company and the brand16, Apple has earned a singular reputation in the consumer electronics industry.

According to a ranking by Fortunemagazine, Apple was the most admired company in the world in 2006, 2007, 2008, 2009, 2010 17, 2011, 2012 and 2013 18. It is, as of 2011 and as the market fluctuates, the largest market capitalization on the planet 19and also becomes on August 2, 2018the first private company in history to reach a value of $1 trillion on the stock market 20,21. It is also, according to the 2017 Forbes Global 2000, the ninth largest company in the world 22.

But the firm also receives a lot of criticism concerning the working conditions of its workers, its environmental choices and its commercial practices 23 , as a large part of its products are manufactured in Asian countries such as Indiaor China24,25.

In 2014, according to Interbrand'sBest Global Brands ranking, Apple is the world's leading company by value with a valuation at nearly $118.9 billion 26. In 2015, Apple once again topped the Interbrandrankings for the third year in a row 27. In 2017, the brand was valued at $170 billion (+43% from 2014) ahead of Googleand Microsoft.

In August 2015, Apple's websitemerged with the Apple Online Store 28. The Internet user can therefore buy directly online on the presentation page of each product.

Source: Wikipedia

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