mac (computer)

{{See also|History of Apple Inc.}}

File:Steve Jobs and Macintosh computer, January 1984, by Bernard Gotfryd - edited.jpg debuted the Macintosh in January 1984, photographed by Bernard Gotfryd. The Mac displays the shin-hanga ({{langx|ja|髪梳ける女}}; {{lit|hair combing woman}}) (original) by Goyō Hashiguchi.]]

In the late 1970s, the Apple II became one of the most popular computers, especially in education. After IBM introduced the IBM PC in 1981, its sales surpassed the Apple II. In response, Apple introduced the Lisa in 1983.{{Sfn|Linzmayer|2004|pp=67-68}} The Lisa's graphical user interface was inspired by strategically licensed demonstrations of the Xerox Star. Lisa surpassed the Star with intuitive direct manipulation, like the ability to drag and drop files, double-click to launch applications, and move or resize windows by clicking and dragging instead of going through a menu.{{Sfn|Levy|2000|pp=90-101, 135-138}}{{Sfn|Malone|1999|pp=232-244}} However, hampered by its high price of {{US$|9,995|1981|round=-3|long=no}} and lack of available software, the Lisa was commercially unsuccessful.{{Sfn|Linzmayer|2004|pp=67-68}}

Parallel to the Lisa's development, a skunkworks team at Apple was working on the Macintosh project. Conceived in 1979 by Jef Raskin, Macintosh was envisioned as an affordable, easy-to-use computer for the masses. Raskin named the computer after his favorite type of apple, the McIntosh. The initial team consisted of Raskin, hardware engineer Burrell Smith, and Apple co-founder Steve Wozniak. In 1981, Steve Jobs was removed from the Lisa team and joined Macintosh, and was able to gradually take control of the project due to Wozniak's temporary absence after an airplane crash. Under Jobs, the Mac grew to resemble the Lisa, with a mouse and a more intuitive graphical interface, at a quarter of the Lisa's price.{{Sfn|Linzmayer|2004|pp=85-88, 92-94|ps=. Wozniak plane crash: p. 15.}}

Upon its January 1984 launch, the first Macintosh was described as "revolutionary" by The New York Times.{{Sfn|Sandberg-Diment|1984|p=C3}} Sales initially met projections, but dropped due to the machine's low performance, single floppy disk drive requiring frequent disk swapping, and initial lack of applications. Author Douglas Adams said of it, "…what I (and I think everybody else who bought the machine in the early days) fell in love with was not the machine itself, which was ridiculously slow and underpowered, but a romantic idea of the machine. And that romantic idea had to sustain me through the realities of actually working on the 128K Mac."{{Sfn|Levy|2000|pp=185-187, 193-196}} Most of the original Macintosh team left Apple, and some followed Jobs to found NeXT after he was forced out by CEO John Sculley.{{Sfn|Levy|2000|pp=201-203}}

The first Macintosh nevertheless generated enthusiasm among buyers and some developers, who rushed to develop entirely new programs for the platform, including PageMaker, MORE, and Excel.{{Sfn|Levy|2000|pp=198, 218-220}} Apple soon released the Macintosh 512K with improved performance and an external floppy drive.{{Sfn|Levy|2000|p=200}} The Macintosh is credited with popularizing the graphical user interface,{{Sfn|Linzmayer|2004|p=103}} Jobs's fascination with typography gave it an unprecedented variety of fonts and type styles like italics, bold, shadow, and outline.{{Sfn|Levy|2000|pp=158-159}} It is the first WYSIWYG computer, and due in large part to PageMaker and Apple's LaserWriter printer, it ignited the desktop publishing market, turning the Macintosh from an early let-down into a notable success.{{Sfn|Levy|2000|p=211, 220–222}} Levy called desktop publishing the Mac's "Trojan horse" in the enterprise market, as colleagues and executives tried these Macs and were seduced into requesting one for themselves. PageMaker creator Paul Brainerd said: "You would see the pattern. A large corporation would buy PageMaker and a couple of Macs to do the company newsletter. The next year you'd come back and there would be thirty Macintoshes. The year after that, three hundred".{{sfn|Levy|2000|pp=221-222}} Ease of use for computer novices was another incentive.{{r|neales19880725}} Peat Marwick was the first, largest, and for some time the only large corporate customer;{{Cite web |last=Kawasaki |first=Guy |author-link=Guy Kawasaki |date=2017-05-03 |title=Peat-Marwick, For Example |url=https://www.linkedin.com/pulse/peat-marwick-example-guy-kawasaki/ |access-date=2025-05-05 |website=LinkedIn |language=en}} although the company said that its auditors used Macs because of their portability and not the user interface,{{Cite magazine |last=Sullivan |first=Kathleen |date=1985-05-20 |title=MIS panel: Windows not the answer |url=https://books.google.com/books?id=ygHfUXZWXlcC&pg=PA47#v=onepage&q&f=true |access-date=2025-06-07 |magazine=Computerworld |pages=47,54 |volume=XIX |issue=20}} after it merged with the IBM PC-using KMG to form KPMG in 1987, the combined company retained Macs after studying both platforms.{{Cite news |last=Neales |first=Sue |date=1988-07-25 |title=KPMG SETTLES FOR APPLE'S MACINTOSH |url=https://www.afr.com/politics/kpmg-settles-for-apples-macintosh-19880725-k2wsu |archive-url=https://archive.today/20250505212704/https://www.afr.com/politics/kpmg-settles-for-apples-macintosh-19880725-k2wsu |archive-date=2025-05-05 |access-date=2025-05-05 |work=Australian Financial Review}}

In late 1985, Bill Atkinson, one of the few remaining employees to have been on the original Macintosh team, proposed that Apple create a Dynabook, Alan Kay's concept for a tablet computer that stores and organizes knowledge. Sculley rebuffed him, so he adapted the idea into a Mac program, HyperCard, whose cards store any information—text, image, audio, video—with the memex-like ability to semantically link cards together. HyperCard was released in 1987 and bundled with every Macintosh.{{Sfn|Levy|2000|pp=239-247}}

File:Macintosh Portable-IMG 7541.jpg

In the late 1980s, Jean-Louis Gassée, a Sculley protégé who had succeeded Jobs as head of the Macintosh division, made the Mac more expandable and powerful to appeal to tech enthusiasts and enterprise customers.{{Sfn|Levy|2000|pp=226-234}} This strategy led to the successful 1987 release of the Macintosh II, which appealed to power users and gave the lineup momentum. However, Gassée's "no-compromise" approach foiled Apple's first laptop, the Macintosh Portable, which has many uncommon power user features, but is almost as heavy as the original Macintosh at twice its price. Soon after its launch, Gassée was fired.{{Sfn|Linzmayer|2004|pp=159-160}}

Since the Mac's debut, Sculley had opposed lowering the company's profit margins, and Macintoshes were priced far above entry-level MS-DOS compatible computers. Steven Levy said that though Macintoshes were superior, the cheapest Mac cost almost twice as much as the cheapest IBM PC compatible.{{Sfn|Levy|2000}}{{page needed|date=November 2023}} Sculley also resisted licensing the Mac OS to competing hardware vendors, who could have undercut Apple on pricing and jeopardized its hardware sales, as IBM PC compatibles had done to IBM. These early strategic steps caused the Macintosh to lose its chance at becoming the dominant personal computer platform.{{Sfn|Levy|2000|pp=222-225}}{{Sfn|Malone|1999|p=416}} Though senior management demanded high-margin products, a few employees disobeyed and set out to create a computer that would live up to the original Macintosh's slogan, "[a] computer for the rest of us", which the market clamored for. In a pattern typical of Apple's early era, of skunkworks projects like Macintosh and Macintosh II lacking adoption by upper management who were late to realize the projects' merit, this once-renegade project was actually endorsed by senior management following market pressures. In 1990 came the Macintosh LC and the more affordable Macintosh Classic, the first model under {{US$|1,000|1990|round=-2|long=no}}. Between 1984 and 1989, Apple had sold one million Macs, and another 10 million over the following five years.{{Sfn|Levy|2000|pp=227-234}}

File:Powerbook 100 pose.jpg

In 1991, the Macintosh Portable was replaced with the smaller and lighter PowerBook 100, the first laptop with a palm rest and trackball in front of the keyboard. The PowerBook brought {{US$|1 billion|long=no}} of revenue within one year, and became a status symbol.{{Sfn|Levy|2000|pp=258-259}} By then, the Macintosh represented 10% to 15% of the personal computer market.{{Sfn|Levy|2000|pp=281, 298}} Fearing a decline in market share, Sculley co-founded the AIM alliance with IBM and Motorola to create a new standardized computing platform, which led to the creation of the PowerPC processor architecture, and the Taligent operating system.{{Sfn|Linzmayer|2004|pp=233-234}} In 1992, Apple introduced the Macintosh Performa line, which "grew like ivy" into a disorienting number of barely differentiated models in an attempt to gain market share. This backfired by confusing customers, but the same strategy soon afflicted the PowerBook line.{{Sfn|Malone|1999|pp=439-440}} Michael Spindler continued this approach when he succeeded Sculley as CEO in 1993.{{Sfn|Schlender|Tetzeli|2015|pp=90, 190}} He oversaw the Mac's transition from Motorola 68000 series to PowerPC and the release of Apple's first PowerPC machine, the well-received Power Macintosh.{{Sfn|Linzmayer|2004|pp=233-237}}

Many new Macintoshes suffered from inventory and quality control problems. The 1995 PowerBook 5300 was plagued with quality problems, with several recalls as some units even caught fire{{Citation needed|date=May 2025}}. Pessimistic about Apple's future, Spindler repeatedly attempted to sell Apple to other companies, including IBM, Kodak, AT&T, Sun, and Philips. In a last-ditch attempt to fend off Windows, Apple yielded and started a Macintosh clone program, which allowed other manufacturers to make System 7 computers.{{Sfn|Linzmayer|2004|pp=233-237}} However, this only cannibalized the sales of Apple's higher-margin machines.{{Cite web |last=Phin |first=Christopher |date=October 26, 2015 |title=Clone wars: When the licensed copies were better than Apple's own Macs |url=https://www.macworld.com/article/226666/clone-wars-when-the-licensed-copies-were-better-than-apples-own-macs.html |url-status=live |archive-url=https://web.archive.org/web/20211129061321/https://www.macworld.com/article/226666/clone-wars-when-the-licensed-copies-were-better-than-apples-own-macs.html |archive-date=November 29, 2021 |access-date=October 4, 2022 |website=Macworld |language=en}} Meanwhile, Windows 95 was an instant hit with customers. Apple was struggling financially as its attempts to produce a System 7 successor had all failed with Taligent, Star Trek, and Copland, and its hardware was stagnant. The Mac was no longer competitive, and its sales entered a tailspin.{{Sfn|Schlender|Tetzeli|2015|pp=190-197}} Corporations abandoned Macintosh in droves, replacing it with cheaper and more technically sophisticated Windows NT machines for which far more applications and peripherals existed. Even some Apple loyalists saw no future for the Macintosh.{{Sfn|Malone|1999|pp=523-527}} Once the world's second largest computer vendor after IBM, Apple's market share declined precipitously from 9.4% in 1993 to 3.1% in 1997.{{Cite news |date=January 25, 1995 |title=Compaq takes lead in world PC market |language=en-US |newspaper=The Washington Post |url=https://www.washingtonpost.com/archive/business/1995/01/25/compaq-takes-lead-in-world-pc-market/ed967146-ceb8-4c6c-aff1-60faba471c59/ |access-date=December 1, 2022}}{{Cite news |date=January 24, 1998 |title=Apple's Share of Market Falls |language=en-US |page=D2 |work=The New York Times |agency=Reuters |url=https://www.nytimes.com/1998/01/24/business/apple-s-share-of-market-falls.html |access-date=December 1, 2022 |archive-date=December 3, 2022 |archive-url=https://web.archive.org/web/20221203224155/https://www.nytimes.com/1998/01/24/business/apple-s-share-of-market-falls.html |url-status=live }} Bill Gates was ready to abandon Microsoft Office for Mac, which would have slashed any remaining business appeal the Mac had. Gil Amelio, Spindler's successor, failed to negotiate a deal with Gates.{{Sfn|Schlender|Tetzeli|2015|pp=210-211}}

In 1996, Spindler was succeeded by Amelio, who searched for an established operating system to acquire or license for the foundation of a new Macintosh operating system. He considered BeOS, Solaris, Windows NT, and NeXT's NeXTSTEP, eventually choosing the last. Announced on December 20, 1996, Apple acquired NeXT on February 7, 1997, returning its co-founder, Steve Jobs.{{Sfn|Schlender|Tetzeli|2015|pp=190-197}}{{Sfn|Malone|1999|p=518}}

File:Apple Mac Worldwide Quarterly Sales.webpNeXT had developed the mature NeXTSTEP operating system with strong multimedia and Internet capabilities.{{Sfn|Malone|1999|p=521}} NeXTSTEP was also popular among programmers, financial firms, and academia for its object-oriented programming tools for rapid application development.{{Cite web |last=Hsu |first=Hansen |date=March 15, 2016 |title=The Deep History of Your Apps: Steve Jobs, NeXTSTEP, and Early Object-Oriented Programming |url=https://computerhistory.org/blog/the-deep-history-of-your-apps-steve-jobs-nextstep-and-early-object-oriented-programming/ |url-status=live |archive-url=https://web.archive.org/web/20221116061910/https://computerhistory.org/blog/the-deep-history-of-your-apps-steve-jobs-nextstep-and-early-object-oriented-programming/ |archive-date=November 16, 2022 |access-date=November 16, 2022 |website=Computer History Museum |language=en}}{{Sfn|Linzmayer|2004|pp=207-213}} In an eagerly anticipated speech at the January 1997 Macworld trade show, Steve Jobs previewed Rhapsody, a merger of NeXTSTEP and Mac OS as the foundation of Apple's new operating system strategy.{{Sfn|Malone|1999|pp=529, 554}} At the time, Jobs only served as advisor, and Amelio was released in July 1997. Jobs was formally appointed interim CEO in September, and permanent CEO in January 2000.{{Sfn|Linzmayer|2004|pp=289-298}} To continue turning the company around, Jobs streamlined Apple's operations and began layoffs.{{Sfn|Isaacson|2011|p=336-339, 359}} He negotiated a deal with Bill Gates in which Microsoft committed to releasing new versions of Office for Mac for five years, investing $150 million in Apple, and settling an ongoing lawsuit in which Apple alleged that Windows had copied the Mac's interface. In exchange, Apple made Internet Explorer the default Mac browser. The deal was closed hours before Jobs announced it at the August 1997 Macworld.{{Sfn|Linzmayer|2004|pp=288-291}}

Jobs returned focus to Apple. The Mac lineup had been incomprehensible, with dozens of hard-to-distinguish models. He streamlined it into four quadrants, a laptop and a desktop each for consumers and professionals. Apple also discontinued several Mac accessories, including the StyleWriter printer and the Newton PDA.{{Sfn|Isaacson|2011|p=336-339}} These changes were meant to refocus Apple's engineering, marketing, and manufacturing efforts so that more care could be dedicated to each product.{{Sfn|Schlender|Tetzeli|pp=224-225|2015}} Jobs also stopped licensing Mac OS to clone manufacturers, which had cost Apple ten times more in lost sales than it received in licensing fees.{{Sfn|Linzmayer|2004|p=254-256, 291-292}} Jobs made a deal with the largest computer reseller, CompUSA, to carry a store-within-a-store that would better showcase Macs and their software and peripherals. According to Apple, the Mac's share of computer sales in those stores went from 3% to 14%. In November, the online Apple Store launched with built-to-order Mac configurations without a middleman.{{Sfn|Linzmayer|2004|pp=289-298}} When Tim Cook was hired as chief operations officer in March 1998, he closed Apple's inefficient factories and outsourced Mac production to Taiwan. Within months, he rolled out a new ERP system and implemented just-in-time manufacturing principles. This practically eliminated Apple's costly unsold inventory, and within one year, Apple had the industry's most efficient inventory turnover.{{Sfn|Mickle|2022|pp=93-99}}

File:IMac colorful internet lowres.png

File:Power mac g4 cube.png advanced Apple's industrial design culture and manufacturing processes.]]

Jobs's top priority was "to ship a great new product".{{Sfn|Schlender|Tetzeli|2015|pp=224}} The first is the iMac G3, an all-in-one computer that was meant to make the Internet intuitive and easy to access. While PCs came in functional beige boxes, Jony Ive gave the iMac a radical and futuristic design, meant to make the product less intimidating. Its oblong case is made of translucent plastic in Bondi blue, later revised with many colors. Ive added a handle on the back to make the computer more approachable. Jobs declared the iMac would be "legacy-free", succeeding ADB and SCSI with an infrared port and cutting-edge USB ports. Though USB had industry backing, it was still absent from most PCs and USB 1.1 was only standardized one month after the iMac's release.{{Sfn|Kahney|2013|pp=113-134, 140-141}} He also controversially removed the floppy disk drive and replaced it with a CD drive. The iMac was unveiled in May 1998, and released in August. It was an immediate commercial success and became the fastest-selling computer in Apple's history, with 800,000 units sold before the year ended. Vindicating Jobs on the Internet's appeal to consumers, 32% of iMac buyers had never used a computer before, and 12% were switching from PCs.{{Sfn|Kahney|2013|pp=113-134}} The iMac reestablished the Mac's reputation as a trendsetter: for the next few years, translucent plastic became the dominant design trend in numerous consumer products.{{Sfn|Kahney|2013|p=149}}

Apple knew it had lost its chance to compete in the Windows-dominated enterprise market, so it prioritized design and ease of use to make the Mac more appealing to average consumers, and even teens{{Citation needed|date=May 2025}}. The "Apple New Product Process" was launched as a more collaborative product development process for the Mac, with concurrent engineering principles. From then, product development was no longer driven primarily by engineering and with design as an afterthought. Instead, Ive and Jobs first defined a new product's "soul", before it was jointly developed by the marketing, engineering, and operations teams.{{Sfn|Kahney|2013|pp=135-143}} The engineering team was led by the product design group, and Ive's design studio was the dominant voice throughout the development process.{{Sfn|Kahney|2013|p=149, 200}}

The next two Mac products in 1999, the Power Mac G3 (nicknamed "Blue and White") and the iBook, introduced industrial designs influenced by the iMac, incorporating colorful translucent plastic and carrying handles. The iBook introduced several innovations: a strengthened hinge instead of a mechanical latch to keep it closed, ports on the sides rather than on the back, and the first laptop with built-in Wi-Fi.{{Sfn|Kahney|2013|pp=143-149}} It became the best selling laptop in the U.S. during the fourth quarter of 1999.{{Cite web |last=Smith |first=Tony |date=November 23, 1999 |title=iBook takes top slot in US retail sales |url=https://www.theregister.com/1999/11/23/ibook_takes_top_slot/ |access-date=December 13, 2022 |website=The Register |language=en |archive-date=December 13, 2022 |archive-url=https://web.archive.org/web/20221213223748/https://www.theregister.com/1999/11/23/ibook_takes_top_slot/ |url-status=live }} The professional-oriented Titanium PowerBook G4 was released in 2001, becoming the lightest and thinnest laptop in its class, and the first laptop with a wide-screen display; it also debuted a magnetic latch that secures the lid elegantly.{{Sfn|Kahney|2013|pp=150-153}}

File:IBook G3 M6497 J.jpg represents a design shift away from color, toward white polycarbonate.]]

The design language of consumer Macs shifted again from colored plastics to white polycarbonate with the introduction of the 2001 Dual USB "Ice" iBook. To increase the iBook's durability, it eliminated doors and handles, and gained a more minimalistic exterior. Ive attempted to go beyond the quadrant with Power Mac G4 Cube, an innovation beyond the computer tower in a professional desktop far smaller than the Power Mac. The Cube failed in the market and was withdrawn from sale after one year. However, Ive considered it beneficial, because it helped Apple gain experience in complex machining and miniaturization.{{Sfn|Kahney|2013|pp=153-158}}

The development of a successor to the old Mac OS was well underway. Rhapsody had been previewed at WWDC 1997, featuring a Mach kernel and BSD foundations, a virtualization layer for old Mac OS apps (codenamed Blue Box), and an implementation of NeXTSTEP APIs called OpenStep (codenamed Yellow Box). Apple open-sourced the core of Rhapsody as the Darwin operating system. After several developer previews, Apple also introduced the Carbon API, which provided a way for developers to more easily make their apps native to Mac OS X without rewriting them in Yellow Box. Mac OS X was publicly unveiled in January 2000, introducing the modern Aqua graphical user interface, and a far more stable Unix foundation, with memory protection and preemptive multitasking. Blue Box became the Classic environment, and Yellow Box was renamed Cocoa. Following a public beta, the first version of Mac OS X, version 10.0 Cheetah, was released in March 2001.{{Sfn|Singh|2006|pp=10-15, 27-36}}

File:IMac G4 and keyboard.jpg

In 1999, Apple launched its new "digital lifestyle" strategy of which the Mac became a "digital hub" and centerpiece with several new applications. In October 1999, the iMac DV gained FireWire ports, allowing users to connect camcorders and easily create movies with iMovie; the iMac gained a CD burner and iTunes, allowing users to rip CDs, make playlists, and burn them to blank discs. Other applications include iPhoto for organizing and editing photos, and GarageBand for creating and mixing music and other audio. The digital lifestyle strategy entered other markets, with the iTunes Store, iPod, iPhone, iPad, and the 2007 renaming from Apple Computer Inc. to Apple Inc. By January 2007, the iPod was half of Apple's revenues.{{Sfn|Isaacson|2011|pp=378-410}}

New Macs include the white "Sunflower" iMac G4. Ive designed a display to swivel with one finger, so that it "appear[ed] to defy gravity".{{Sfn|Kahney|2013|pp=187-191}} In 2003, Apple released the aluminum 12-inch and 17-inch PowerBook G4, proclaiming the "Year of the Notebook". With the Microsoft deal expiring, Apple also replaced Internet Explorer with its new browser, Safari.{{Sfn|Linzmayer|2004|pp=301-302}} The first Mac Mini was intended to be assembled in the U.S., but domestic manufacturers were slow and had insufficient quality processes, leading Apple to Taiwanese manufacturer Foxconn.{{Sfn|Kahney|2013|pp=203-210}} The affordably priced Mac Mini desktop was introduced at Macworld 2005, alongside the introduction of the iWork office suite.{{Sfn|Kahney|2013|pp=187-191, 203-210}}

Serlet and Tevanian were both initiating the secret project asked by Steve Jobs to propose to Sony executives, in 2001, to sell Mac OS X on Vaio laptops.{{Cite web |last=Souppouris |first=Aaron |date=2014-02-05 |title=Steve Jobs wanted Sony VAIOs to run OS X |url=https://www.theverge.com/2014/2/5/5380832/sony-vaio-apple-os-x-steve-jobs-meeting-report |access-date=2024-05-14 |website=The Verge |language=en |archive-date=February 1, 2021 |archive-url=https://web.archive.org/web/20210201115332/https://www.theverge.com/2014/2/5/5380832/sony-vaio-apple-os-x-steve-jobs-meeting-report |url-status=live }} They showed them a demonstration at a golf party in Hawaii, with the most expensive Vaio laptop they could have acquired.{{Cite web |title=sony-turned-down-offer-from-steve-jobs-to-run-mac-os-on-vaio-laptops-says-ex-president/ |work=9to5Mac |date=February 5, 2014 |url=https://9to5mac.com/2014/02/05/sony-turned-down-offer-from-steve-jobs-to-run-mac-os-on-vaio-laptops-says-ex-president/ |access-date=May 14, 2024 |archive-date=January 1, 2024 |archive-url=https://web.archive.org/web/20240101004006/https://9to5mac.com/2014/02/05/sony-turned-down-offer-from-steve-jobs-to-run-mac-os-on-vaio-laptops-says-ex-president/ |url-status=live |last1=Lovejoy |first1=Ben }} But due to bad timing, Sony refused, arguing their Vaio sales just started to grow after years of difficulties.{{Cite web |date=2014-02-05 |title=The tales of Steve Jobs & Japan #02: casual friendship with Sony {{!}} Steve Jobs and Japan {{!}} nobi.com (EN) |url=https://nobi.com/en/Steve%20Jobs%20and%20Japan/entry-1212.html |access-date=2024-05-14 |website=nobi.com |language=ja |archive-date=May 9, 2024 |archive-url=https://web.archive.org/web/20240509133807/https://nobi.com/en/Steve%20Jobs%20and%20Japan/entry-1212.html |url-status=live }}

With PowerPC chips falling behind in performance, price, and efficiency, Steve Jobs announced in 2005 the Mac transition to Intel processors, because the operating system had been developed for both architectures since the beginning.{{Sfn|Schlender|Tetzeli|pp=373-374|2015}}{{Cite web |last=Snell |first=Jason |date=January 11, 2006 |title=Chip Story: The Intel Mac FAQ, 2006 edition |url=https://www.macworld.com/article/178446/intelfaq2006.html |access-date=December 15, 2022 |website=Macworld |language=en |archive-date=February 19, 2023 |archive-url=https://web.archive.org/web/20230219193806/https://www.macworld.com/article/178446/intelfaq2006.html |url-status=live }} PowerPC apps run using transparent Rosetta emulation,{{Cite web |last=Siracusa |first=John |date=July 20, 2011 |title=Mac OS X 10.7 Lion: the Ars Technica review |url=https://arstechnica.com/gadgets/2011/07/mac-os-x-10-7/ |access-date=December 4, 2022 |website=Ars Technica |language=en-us |archive-date=February 19, 2023 |archive-url=https://web.archive.org/web/20230219193808/https://arstechnica.com/gadgets/2011/07/mac-os-x-10-7/ |url-status=live }} and Windows boots natively using Boot Camp.{{Cite web |last=Ecker |first=Clint |date=April 5, 2006 |title=Apple unveils official support for booting Windows |url=https://arstechnica.com/uncategorized/2006/04/6524-2/ |access-date=December 16, 2022 |website=Ars Technica}} This transition helped contribute to a few years of growth in Mac sales.{{Cite web |last=Cheng |first=Jacqui |date=February 24, 2009 |title=Making sense of Mac market share figures |url=https://arstechnica.com/gadgets/2009/02/mac-market-share/ |access-date=December 15, 2022 |website=Ars Technica |language=en-us |archive-date=December 15, 2022 |archive-url=https://web.archive.org/web/20221215234108/https://arstechnica.com/gadgets/2009/02/mac-market-share/ |url-status=live }}

File:Steve Jobs with MacBook Air 2.jpg at Macworld 2008.]]

After the iPhone's 2007 release, Apple began a multi-year effort to bring many iPhone innovations "back to the Mac", including multi-touch gesture support, instant wake from sleep, and fast flash storage.{{Cite magazine |last=Chen |first=Brian X. |title=Mobile-Inspired Upgrades Define Apple's PC Strategy |language=en-US |magazine=Wired |url=https://www.wired.com/2010/10/apple-software/ |access-date=December 4, 2022 |issn=1059-1028 |archive-date=December 5, 2022 |archive-url=https://web.archive.org/web/20221205010707/https://www.wired.com/2010/10/apple-software/ |url-status=live }}{{Cite news |last=Helft |first=Miguel |date=October 21, 2010 |title=Apple Flips the Playbook, Putting Mobile Tech in PCs |language=en-US |work=The New York Times |url=https://www.nytimes.com/2010/10/21/technology/21apple.html |access-date=December 5, 2022 |issn= |archive-date=December 5, 2022 |archive-url=https://web.archive.org/web/20221205010706/https://www.nytimes.com/2010/10/21/technology/21apple.html |url-status=live }} At Macworld 2008, Jobs introduced the first MacBook Air by taking it out of a manila envelope, touting it as the "world's thinnest notebook".{{Cite news |last=Flynn |first=Laurie J. |date=January 15, 2008 |title=Apple Unveils Movie Rentals and Thin Notebook |language=en-US |work=The New York Times |url=https://www.nytimes.com/2008/01/15/technology/15cnd-apple.html |access-date=December 4, 2022 |issn= |archive-date=December 5, 2022 |archive-url=https://web.archive.org/web/20221205010706/https://www.nytimes.com/2008/01/15/technology/15cnd-apple.html |url-status=live }} The MacBook Air favors wireless technologies over physical ports, and lacks FireWire, an optical drive, or a replaceable battery. The Remote Disc feature accesses discs in other networked computers.{{Cite web |last=Cheng |first=Jacqui |date=February 4, 2008 |title=Thin is in: Ars Technica reviews the MacBook Air |url=https://arstechnica.com/gadgets/2008/02/macbook-air-review/ |access-date=December 4, 2022 |website=Ars Technica |language=en-us |archive-date=December 5, 2022 |archive-url=https://web.archive.org/web/20221205010707/https://arstechnica.com/gadgets/2008/02/macbook-air-review/ |url-status=live }} A decade after its launch, journalist Tom Warren wrote that the MacBook Air had "immediately changed the future of laptops", starting the ultrabook trend.{{Cite web |last=Warren |first=Tom |date=January 15, 2018 |title=Steve Jobs changed the future of laptops 10 years ago today |url=https://www.theverge.com/2018/1/15/16892792/apple-macbook-air-steve-jobs-anniversary |access-date=December 4, 2022 |website=The Verge |language=en-US |archive-date=December 5, 2022 |archive-url=https://web.archive.org/web/20221205010706/https://www.theverge.com/2018/1/15/16892792/apple-macbook-air-steve-jobs-anniversary |url-status=live }} OS X Lion added new software features first introduced with the iPad, such as FaceTime, full-screen apps, document autosaving and versioning, and a bundled Mac App Store to replace software install discs with online downloads. It gained support for Retina displays, which had been introduced earlier with the iPhone 4.{{Cite web |last=Trenholm |first=Richard |date=February 24, 2011 |title=Mac OS X Lion gets lion's share of new features from the iPad |url=https://www.cnet.com/pictures/mac-os-x-lion-gets-lions-share-of-new-features-from-the-ipad/ |access-date=December 5, 2022 |website=CNET |language=en |archive-date=December 5, 2022 |archive-url=https://web.archive.org/web/20221205012208/https://www.cnet.com/pictures/mac-os-x-lion-gets-lions-share-of-new-features-from-the-ipad/ |url-status=live }} iPhone-like multi-touch technology was progressively added to all MacBook trackpads, and to desktop Macs through the Magic Mouse, and Magic Trackpad.{{Cite magazine |last=Chen |first=Brian X. |title=Review: Apple Magic Mouse |language=en-US |magazine=Wired |url=https://www.wired.com/2009/11/pr-magicmouse/ |access-date=December 15, 2022 |issn=1059-1028 |archive-date=December 15, 2022 |archive-url=https://web.archive.org/web/20221215235615/https://www.wired.com/2009/11/pr-magicmouse/ |url-status=live }}{{Cite magazine |last=Sorrel |first=Charlie |title=Apple's Magic Trackpad Brings Multi-Touch to the Desktop |language=en-US |magazine=Wired |url=https://www.wired.com/2010/07/apples-magic-trackpad-brings-multi-touch-to-the-desktop/ |access-date=December 15, 2022 |issn=1059-1028 |archive-date=December 15, 2022 |archive-url=https://web.archive.org/web/20221215234108/https://www.wired.com/2010/07/apples-magic-trackpad-brings-multi-touch-to-the-desktop/ |url-status=live }} The 2010 MacBook Air added an iPad-inspired standby mode, "instant-on" wake from sleep, and flash memory storage.{{Cite web |last=Mingis |first=Ken |date=October 28, 2010 |title=Apple's new 11.6-in. MacBook Air: Don't call it a netbook |url=https://www.computerworld.com/article/2513758/apple-s-new-11-6-in--macbook-air--don-t-call-it-a-netbook.html |access-date=December 4, 2022 |website=Computerworld |language=en |archive-date=December 5, 2022 |archive-url=https://web.archive.org/web/20221205010706/https://www.computerworld.com/article/2513758/apple-s-new-11-6-in--macbook-air--don-t-call-it-a-netbook.html |url-status=live }}{{Cite web |last=Foresman |first=Chris |date=November 3, 2010 |title=The future of notebooks: Ars reviews the 11" MacBook Air |url=https://arstechnica.com/gadgets/2010/11/the-future-of-notebooks-ars-reviews-the-11-macbook-air/ |access-date=December 4, 2022 |website=Ars Technica |language=en-us |archive-date=February 19, 2023 |archive-url=https://web.archive.org/web/20230219193810/https://arstechnica.com/gadgets/2010/11/the-future-of-notebooks-ars-reviews-the-11-macbook-air/ |url-status=live }}

After criticism by Greenpeace, Apple improved the ecological performance of its products.{{Cite web |last=Lombardi |first=Candace |title=How Apple and Greenpeace made peace |url=https://www.cnet.com/culture/how-apple-and-greenpeace-made-peace/ |access-date=February 10, 2023 |website=CNET |language=en |archive-date=February 10, 2023 |archive-url=https://web.archive.org/web/20230210020409/https://www.cnet.com/culture/how-apple-and-greenpeace-made-peace/ |url-status=live }} The 2008 MacBook Air is free of toxic chemicals like mercury, bromide, and PVC, and with smaller packaging. The enclosures of the iMac and unibody MacBook Pro were redesigned with the more recyclable aluminum and glass.{{Cite web |last=Hutsko |first=Joe |date=November 17, 2008 |title=The New MacBook's Green Credentials |url=https://archive.nytimes.com/green.blogs.nytimes.com/2008/11/17/the-new-macbooks-green-credentials/ |access-date=December 1, 2022 |website=The New York Times |language=en |archive-date=February 19, 2023 |archive-url=https://web.archive.org/web/20230219193809/https://archive.nytimes.com/green.blogs.nytimes.com/2008/11/17/the-new-macbooks-green-credentials/ |url-status=live }}{{Cite web |last=Evans |first=Jonny |date=May 25, 2022 |title=Why you should pay more attention to Apple's green slide |url=https://www.computerworld.com/article/3661702/why-you-should-pay-more-attention-to-apples-green-slide.html |access-date=December 1, 2022 |website=Computerworld |language=en}}

On February 24, 2011, the MacBook Pro became the first computer to support Intel's new Thunderbolt connector, with two-way transfer speeds of 10 Gbit/s, and backward compatibility with Mini DisplayPort.{{Cite web |last1=Frakes |first1=Dan |last2=Moren |first2=Dan |date=February 24, 2011 |title=What you need to know about Thunderbolt |url=https://www.macworld.com/article/210898/thunderbolt_what_you_need_to_know.html |access-date=December 15, 2022 |website=Macworld |language=en |archive-date=December 15, 2022 |archive-url=https://web.archive.org/web/20221215234106/https://www.macworld.com/article/210898/thunderbolt_what_you_need_to_know.html |url-status=live }}

File:New Mac Pro (12093123884).jpg was controversial among professional users. One of the reasons was the lack of internal expandibility due to the absence of expansion slots or the like, which was a side-effect of the exotic and compact design (height c. 25 cm).]]

Due to deteriorating health, Steve Jobs resigned as CEO on August 24, 2011, on which he would later die that October, and Tim Cook was named as his successor.{{Cite news |date=August 24, 2011 |title=Steve Jobs resigns from Apple, Cook becomes CEO |language=en |work=Reuters |url=https://www.reuters.com/article/us-apple-idUSTRE77N82K20110824 |access-date=October 9, 2022 |archive-date=August 27, 2012 |archive-url=https://web.archive.org/web/20120827040000/http://www.reuters.com/article/2011/08/24/us-apple-idUSTRE77N82K20110824 |url-status=live }} Cook's first keynote address launched iCloud, moving the digital hub from the Mac to the cloud.{{Cite web |last=Honan |first=Mat |date=October 12, 2011 |title=iCloud Is a Bigger Deal Than You Think: It's the Future of Computing |url=https://gizmodo.com/icloud-is-a-bigger-deal-than-you-think-its-the-future-5848834 |access-date=February 10, 2023 |website=Gizmodo |language=en |archive-date=February 10, 2023 |archive-url=https://web.archive.org/web/20230210044249/https://gizmodo.com/icloud-is-a-bigger-deal-than-you-think-its-the-future-5848834 |url-status=live }}{{Sfn|Mickle|2022|pp=5-11}} In 2012, the MacBook Pro was refreshed with a Retina display, and the iMac was slimmed and lost its SuperDrive.{{Cite web |last=Evans |first=Jonny |date=June 11, 2012 |title=WWDC 2012: Retina Display reaches MacBook Pro |url=https://www.computerworld.com/article/2471870/wwdc-2012--retina-display-reaches-macbook-pro.html |url-status=live |archive-url=https://web.archive.org/web/20221004123516/https://www.computerworld.com/article/2471870/wwdc-2012--retina-display-reaches-macbook-pro.html |archive-date=October 4, 2022 |access-date=October 4, 2022 |website=Computerworld |language=en}}{{Cite web |last=Etherington |first=Darrell |date=November 30, 2012 |title=A First Look at the 2012 21.5-inch iMac, And How It Compares To Generations Past |url=https://techcrunch.com/2012/11/30/a-first-look-at-the-2012-21-5-inch-imac-and-how-it-compares-to-generations-past |url-status=live |archive-url=https://web.archive.org/web/20220930120827/https://techcrunch.com/2012/11/30/a-first-look-at-the-2012-21-5-inch-imac-and-how-it-compares-to-generations-past |archive-date=September 30, 2022 |access-date=September 30, 2022 |website=TechCrunch |language=en-US}}

During Cook's first few years as CEO, Apple fought media criticisms that it could no longer innovate without Jobs.{{Sfn|Mickle|2022|pp=10-11, 144-148}} In 2013, Apple introduced a new cylindrical Mac Pro, with marketing chief Phil Schiller exclaiming "Can't innovate anymore, my ass!"{{Citation needed|date=May 2025}}. The new model had a miniaturized design with a glossy dark gray cylindrical body and internal components organized around a central cooling system. Tech reviewers praised the 2013 Mac Pro for its power and futuristic design;{{Cite news |last=Wood |first=Molly |date=December 24, 2013 |title=Futuristic Mac Pro Has Power to Spare |language=en-US |work=The New York Times |url=https://www.nytimes.com/2013/12/26/technology/personaltech/review-apples-new-mac-pro-computer.html |url-status=live |access-date=September 30, 2022 |archive-url=https://web.archive.org/web/20220930121713/https://www.nytimes.com/2013/12/26/technology/personaltech/review-apples-new-mac-pro-computer.html |archive-date=September 30, 2022 |issn=0362-4331}}{{Cite web |last=Girard |first=Dave |date=January 28, 2014 |title=A pro with serious workstation needs reviews Apple's 2013 Mac Pro |url=https://arstechnica.com/gadgets/2014/01/two-steps-forward-a-review-of-the-2013-mac-pro/ |url-status=live |archive-url=https://web.archive.org/web/20221007202251/https://arstechnica.com/gadgets/2014/01/two-steps-forward-a-review-of-the-2013-mac-pro/ |archive-date=October 7, 2022 |access-date=November 15, 2022 |website=Ars Technica |language=en-us}} however, it was poorly received by professional users, who criticized its lack of upgradability and the removal of expansion slots.{{Sfn|Mickle|2022|p=163|loc="When [the Mac Pro] launched months later, customer interest fell short of what Apple had hoped [...] orders plummeted, and the company wound up slashing production. It became known inside the company as "the failed trash can."}}{{Cite web |last=Huang |first=Michelle Yan |title=Why Apple's Mac Pro 'trash can' was a colossal failure |url=https://www.businessinsider.com/apple-failure-2013-mac-pro-trash-can-2019-7 |access-date=November 21, 2022 |website=Business Insider |language=en-US |archive-date=January 11, 2023 |archive-url=https://web.archive.org/web/20230111153029/https://www.businessinsider.com/apple-failure-2013-mac-pro-trash-can-2019-7 |url-status=live }}

The iMac was refreshed with a 5K Retina display in 2014, making it the highest-resolution all-in-one desktop computer.{{Cite web |title=iMac with Retina display review: best in class, but not everybody needs one |url=https://www.engadget.com/2014-10-22-imac-with-retina-display-review.html |url-status=live |archive-url=https://web.archive.org/web/20220412003643/https://www.engadget.com/2014-10-22-imac-with-retina-display-review.html |archive-date=April 12, 2022 |access-date=September 29, 2022 |website=Engadget|date=October 22, 2014 }} The MacBook was reintroduced in 2015, with a completely redesigned aluminum unibody chassis, a 12-inch Retina display, a fanless low-power Intel Core M processor, a much smaller logic board, a new Butterfly keyboard, a single USB-C port, and a solid-state Force Touch trackpad with pressure sensitivity. It was praised for its portability, but criticized for its lack of performance, the need to use adapters to use most USB peripherals, and a high starting price of {{US$|1,299|2015|round=-2|long=no}}.{{Cite web |last=Bohn |first=Dieter |date=April 9, 2015 |title=12-inch MacBook review |url=https://www.theverge.com/2015/4/9/8372335/12-inch-macbook-review |url-status=live |archive-url=https://web.archive.org/web/20220813101817/https://www.theverge.com/2015/4/9/8372335/12-inch-macbook-review |archive-date=August 13, 2022 |access-date=October 4, 2022 |website=The Verge |language=en-US}} In 2015, Apple started a service program to address a widespread GPU defect in the 15-inch 2011 MacBook Pro, which could cause graphical artifacts or prevent the machine from functioning entirely.{{Cite web |last=Centers |first=Josh |date=December 19, 2013 |title=Users Reporting Widespread GPU Issues with 2011 MacBook Pros |url=https://tidbits.com/2013/12/19/users-reporting-widespread-gpu-issues-with-2011-macbook-pros |url-status=live |archive-url=https://web.archive.org/web/20210614223534/https://tidbits.com/2013/12/19/users-reporting-widespread-gpu-issues-with-2011-macbook-pros |archive-date=June 14, 2021 |access-date=October 4, 2022 |website=TidBITS |language=en}}

File:MacBook Pro Retina 001.jpg

The Touch Bar MacBook Pro was released in October 2016. It was the thinnest MacBook Pro ever made, replaced all ports with four Thunderbolt 3 (USB-C) ports, gained a thinner "Butterfly" keyboard, and replaced function keys with the Touch Bar. The Touch Bar was criticized for making it harder to use the function keys by feel, as it offered no tactile feedback. Many users were also frustrated by the need to buy dongles, particularly professional users who relied on traditional USB-A devices, SD cards, and HDMI for video output.{{Cite web |last=Nielsen |first=Miranda |date=November 14, 2016 |title=MacBook Pro with Touch Bar review: a touch of the future |url=https://www.theverge.com/2016/11/14/13616404/apple-macbook-pro-touch-bar-review-2016-13-inch-15-inch-laptop |url-status=live |archive-url=https://web.archive.org/web/20210308225649/https://www.theverge.com/2016/11/14/13616404/apple-macbook-pro-touch-bar-review-2016-13-inch-15-inch-laptop |archive-date=March 8, 2021 |access-date=March 16, 2021 |website=The Verge |publisher=Vox Media}}{{Cite web |last=Wollman |first=Dana |date=November 14, 2016 |title=MacBook Pro review (2016): A step forward and a step back |url=https://www.engadget.com/2016-11-14-macbook-pro-review-2016.html |url-status=live |archive-url=https://web.archive.org/web/20210209202145/https://www.engadget.com/2016-11-14-macbook-pro-review-2016.html |archive-date=February 9, 2021 |access-date=March 16, 2021 |publisher=Engadget}} A few months after its release, users reported a problem with stuck keys and letters being skipped or repeated. iFixit attributed this to the ingress of dust or food crumbs under the keys, jamming them. Since the Butterfly keyboard was riveted into the laptop's case, it could only be serviced at an Apple Store or authorized service center.{{Cite web |date=October 4, 2022 |title=Anatomy of a Butterfly (Keyboard)—Teardown Style {{!}} iFixit News |url=https://www.ifixit.com/News/10319/butterfly-keyboard-teardown |url-status=live |archive-url=https://web.archive.org/web/20220927151028/https://www.ifixit.com/News/10319/butterfly-keyboard-teardown |archive-date=September 27, 2022 |access-date=October 4, 2022 |website=iFixit |language=en}}{{Cite web |last=Stern |first=Joanna |date=March 27, 2019 |title={{Not a typo|Appl}} Still Hasn't {{Not a typo|Fixd}} Its MacBook {{Not a typo|Kyboad}} {{Not a typo|Problm}}|url=https://www.wsj.com/graphics/apple-still-hasnt-fixed-its-macbook-keyboard-problem |url-status=live |archive-url=https://web.archive.org/web/20210318095840/https://www.wsj.com/graphics/apple-still-hasnt-fixed-its-macbook-keyboard-problem |archive-date=March 18, 2021 |access-date=March 16, 2021 |website=The Wall Street Journal}}{{Cite web |date=October 4, 2022 |title=Apple Engineers Its Own Downfall With the Macbook Pro Keyboard |url=https://www.ifixit.com/News/10229/macbook-pro-keyboard |url-status=live |archive-url=https://web.archive.org/web/20220914182233/https://www.ifixit.com/News/10229/macbook-pro-keyboard |archive-date=September 14, 2022 |access-date=October 4, 2022 |website=iFixit |language=en}} Apple settled a $50M class-action lawsuit over these keyboards in 2022.{{Cite web |last=Price |first=David |date=November 30, 2022 |title=Judge approves Apple's massive MacBook keyboard lawsuit payout |url=https://www.macworld.com/article/1418084/judge-approves-macbook-keyboard-lawsuit-payout.html |access-date=December 20, 2022 |website=Macworld |language=en |archive-date=December 20, 2022 |archive-url=https://web.archive.org/web/20221220061528/https://www.macworld.com/article/1418084/judge-approves-macbook-keyboard-lawsuit-payout.html |url-status=live }}{{Cite news |last=Cunningham |first=Andrew |date=November 30, 2022 |title=Apple will pay up to $395 to people with broken MacBook butterfly keyboards |language=en-us |work=Ars Technica |url=https://arstechnica.com/gadgets/2022/11/judge-approves-50-million-settlement-over-broken-macbook-butterfly-keyboards/ |access-date=December 20, 2022 |archive-date=January 11, 2023 |archive-url=https://web.archive.org/web/20230111153018/https://arstechnica.com/gadgets/2022/11/judge-approves-50-million-settlement-over-broken-macbook-butterfly-keyboards/ |url-status=live }} These same models were afflicted by "flexgate": when users closed and opened the machine, they would risk progressively damaging the cable responsible for the display backlight, which was too short. The $6 cable was soldered to the screen, requiring a $700 repair.{{Cite web |last=Gartenberg |first=Chaim |date=January 22, 2019 |title="Flexgate" might be Apple's next MacBook Pro problem |url=https://www.theverge.com/circuitbreaker/2019/1/22/18193120/apple-macbook-pro-lighting-screen-flexgate |access-date=December 16, 2022 |website=The Verge |language=en-US |archive-date=December 16, 2022 |archive-url=https://web.archive.org/web/20221216023122/https://www.theverge.com/circuitbreaker/2019/1/22/18193120/apple-macbook-pro-lighting-screen-flexgate |url-status=live }}{{Cite web |last=Porter |first=Jon |date=March 5, 2019 |title=Apple quietly addressed 'Flexgate' issue with MacBook Pro redesign |url=https://www.theverge.com/2019/3/5/18251264/macbook-pro-2018-flexgate-fix-display-cable-2mm-longer |access-date=December 16, 2022 |website=The Verge |language=en-US |archive-date=February 24, 2022 |archive-url=https://web.archive.org/web/20220224184549/https://www.theverge.com/2019/3/5/18251264/macbook-pro-2018-flexgate-fix-display-cable-2mm-longer |url-status=live }}

Senior Vice President of Industrial Design Jony Ive continued to guide product designs towards simplicity and minimalism.{{cite magazine |last=Kahney |first=Leander |date=June 25, 2003 |title=Design According to Ive |url=https://www.wired.com/culture/design/news/2003/06/59381?currentPage=all |url-status=live |magazine=Wired |archive-url=https://archive.today/20130209110504/http://www.wired.com/culture/design/news/2003/06/59381?currentPage=all |archive-date=February 9, 2013 |access-date=December 23, 2009}} Critics argued that he had begun to prioritize form over function, and was excessively focused on product thinness. His role in the decisions to switch to fragile Butterfly keyboards, to make the Mac Pro non-expandable, and to remove USB-A, HDMI and the SD card slot from the MacBook Pro were criticized.{{Cite news |last=Webb |first=Alex |date=October 19, 2021 |title=Apple's Product Design Has Improved Since Jony Ive Left |language=en |work=Bloomberg News |url=https://www.bloomberg.com/news/articles/2021-10-19/apple-s-product-design-has-improved-since-jony-ive-left |access-date=December 5, 2022 |archive-date=February 2, 2022 |archive-url=https://web.archive.org/web/20220202081952/https://www.bloomberg.com/news/articles/2021-10-19/apple-s-product-design-has-improved-since-jony-ive-left |url-status=live }}{{Cite news |last=Villas-Boas |first=Antonio |date=July 18, 2014 |title=One of Apple's most controversial product designs in years may have been the result of Jony Ive's obsession with making devices thinner |language=en-US |work=Business Insider |url=https://www.businessinsider.com/jony-ives-thinness-obsession-apple-butterfly-keyboard-issues-2019-7 |access-date=November 18, 2021 |archive-date=December 5, 2022 |archive-url=https://web.archive.org/web/20221205051243/https://www.businessinsider.com/jony-ives-thinness-obsession-apple-butterfly-keyboard-issues-2019-7 |url-status=live }}{{Cite web |last=Huang |first=Michelle Yan |title=Why Apple's Mac Pro 'trash can' was a colossal failure |url=https://www.businessinsider.com/apple-failure-2013-mac-pro-trash-can-2019-7 |access-date=December 5, 2022 |website=Business Insider |language=en-US |archive-date=November 21, 2022 |archive-url=https://web.archive.org/web/20221121070613/https://www.businessinsider.com/apple-failure-2013-mac-pro-trash-can-2019-7 |url-status=live }}

The long-standing keyboard issue on MacBook Pros, Apple's abandonment of the Aperture professional photography app, and the lack of Mac Pro upgrades led to declining sales and a widespread belief that Apple was no longer committed to professional users.{{Cite web |last=Lovejoy |first=Ben |date=August 1, 2018 |title=Mac sales are down 13% year-on-year, though things may be better than they seem |url=https://9to5mac.com/2018/08/01/mac-sales-q3-2018 |url-status=live |archive-url=https://web.archive.org/web/20220930001027/https://9to5mac.com/2018/08/01/mac-sales-q3-2018 |archive-date=September 30, 2022 |access-date=September 30, 2022 |website=9to5Mac |language=en-US}}{{Cite web |last=Savov |first=Vlad |date=November 7, 2016 |title=The MacBook Pro is a lie |url=https://www.theverge.com/2016/11/7/13548052/the-macbook-pro-lie |access-date=December 16, 2022 |website=The Verge |language=en-US |archive-date=December 16, 2022 |archive-url=https://web.archive.org/web/20221216023123/https://www.theverge.com/2016/11/7/13548052/the-macbook-pro-lie |url-status=live }}{{Cite web |last=Simon |first=Michael |date=November 1, 2016 |title=The new MacBook Pro isn't just a laptop, it's a strategy shift |url=https://www.macworld.com/article/229071/the-new-macbook-pro-isnt-just-a-laptop-its-a-strategy-shift.html |access-date=December 16, 2022 |website=Macworld |language=en |archive-date=December 16, 2022 |archive-url=https://web.archive.org/web/20221216023132/https://www.macworld.com/article/229071/the-new-macbook-pro-isnt-just-a-laptop-its-a-strategy-shift.html |url-status=live }}{{Cite web |last=Snell |first=Jason |date=November 2, 2016 |title=Why 2016 is such a terrible year for the Mac |url=https://www.macworld.com/article/229079/why-2016-is-such-a-terrible-year-for-the-mac.html |access-date=December 16, 2022 |website=Macworld |language=en |archive-date=December 16, 2022 |archive-url=https://web.archive.org/web/20221216023121/https://www.macworld.com/article/229079/why-2016-is-such-a-terrible-year-for-the-mac.html |url-status=live }} After several years without any significant updates to the Mac Pro, Apple executives admitted in 2017 that the 2013 Mac Pro had not met expectations, and said that the company had designed themselves into a "thermal corner", preventing them from releasing a planned dual-GPU successor.{{Cite web |last=Kastrenakes |first=Jacob |date=April 4, 2017 |title=Apple admits the Mac Pro was a mess |url=https://www.theverge.com/2017/4/4/15175994/apple-mac-pro-failure-admission |access-date=December 13, 2022 |website=The Verge |language=en |archive-date=October 7, 2021 |archive-url=https://web.archive.org/web/20211007151550/https://www.theverge.com/2017/4/4/15175994/apple-mac-pro-failure-admission |url-status=live }} Apple also unveiled their future product roadmap for professional products, including plans for an iMac Pro as a stopgap and an expandable Mac Pro to be released later.{{Cite web |last=Paczkowski |first=John |title=Apple Says It Is "Completely Rethinking" The Mac Pro |url=https://www.buzzfeednews.com/article/johnpaczkowski/apple-says-it-is-completely-rethinking-the-mac-pro |access-date=October 9, 2022 |website=BuzzFeed News |date=April 4, 2017 |language=en |archive-date=January 29, 2022 |archive-url=https://web.archive.org/web/20220129085324/https://www.buzzfeednews.com/article/johnpaczkowski/apple-says-it-is-completely-rethinking-the-mac-pro |url-status=live }}{{Cite web |last=Kastrenakes |first=Jacob |date=April 4, 2017 |title=Apple admits the Mac Pro was a mess |url=https://www.theverge.com/2017/4/4/15175994/apple-mac-pro-failure-admission |access-date=October 9, 2022 |website=The Verge |language=en |archive-date=October 7, 2021 |archive-url=https://web.archive.org/web/20211007151550/https://www.theverge.com/2017/4/4/15175994/apple-mac-pro-failure-admission |url-status=live }} The iMac Pro was revealed at WWDC 2017, featuring updated Intel Xeon W processors and Radeon Pro Vega graphics.{{Cite web |last=Statt |first=Nick |date=June 5, 2017 |title=Apple announces new iMac Pro with up to 18-core processor, 5K display |url=https://www.theverge.com/2017/6/5/15741540/apple-imac-pro-announced-price-specs-release-date-wwdc-2017 |access-date=December 13, 2022 |website=The Verge |language=en-US |archive-date=January 11, 2023 |archive-url=https://web.archive.org/web/20230111153018/https://www.theverge.com/2017/6/5/15741540/apple-imac-pro-announced-price-specs-release-date-wwdc-2017 |url-status=live }}

In 2018, Apple released a redesigned MacBook Air with a Retina display, Butterfly keyboard, Force Touch trackpad, and Thunderbolt 3 USB-C ports.{{Cite magazine |title=Apple's Newest MacBook Pro Is Fast But Flawed |url=https://www.wired.com/review/apple-macbook-pro-2018 |url-status=live |magazine=WIRED |language=en-US |archive-url=https://web.archive.org/web/20221003074611/https://www.wired.com/review/apple-macbook-pro-2018 |archive-date=October 3, 2022 |access-date=October 4, 2022}}{{Cite web |last=Wolfe |first=Sean |date=July 18, 2018 |title=The first reviews of Apple's new MacBook Pro are out – here's what critics had to say |url=https://www.businessinsider.com/apple-macbook-pro-2018-review-roundup-2018-7 |url-status=live |archive-url=https://web.archive.org/web/20221004123517/https://www.businessinsider.com/apple-macbook-pro-2018-review-roundup-2018-7 |archive-date=October 4, 2022 |access-date=October 4, 2022 |website=Business Insider |language=en-US}} The Butterfly keyboard went through three revisions, incorporating silicone gaskets in the key mechanism to prevent keys from being jammed by dust or other particles. However, many users continued to experience reliability issues with these keyboards,{{Cite web |last=Bohn |first=Dieter |date=May 24, 2019 |title=Apple's keyboard 'material' changes on the new MacBook Pro are minor at best |url=https://www.theverge.com/2019/5/24/18636762/macbook-pro-2019-keyboard-membrane-metal-fatigue-materials-ifixit-teardown |access-date=December 16, 2022 |website=The Verge |language=en-US |archive-date=December 16, 2022 |archive-url=https://web.archive.org/web/20221216023121/https://www.theverge.com/2019/5/24/18636762/macbook-pro-2019-keyboard-membrane-metal-fatigue-materials-ifixit-teardown |url-status=live }} leading Apple to launch a program to repair affected keyboards free of charge.{{Cite web |last=Dignan |first=Larry |date=May 29, 2019 |title=Apple offers free keyboard replacement program for MacBook, MacBook Pro, refreshes MacBook Pro lineup |url=https://www.zdnet.com/article/apple-offers-free-keyboard-replacement-program-for-macbook-macbook-pro-refreshes-macbook-pro-lineup/ |url-status=live |archive-url=https://web.archive.org/web/20221004123518/https://www.zdnet.com/article/apple-offers-free-keyboard-replacement-program-for-macbook-macbook-pro-refreshes-macbook-pro-lineup |archive-date=October 4, 2022 |access-date=September 30, 2022 |website=ZDNet |language=en}} Higher-end models of the 15-inch 2018 MacBook Pro faced another issue where the Core i9 processor reached unusually high temperatures, resulting in reduced CPU performance from thermal throttling. Apple issued a patch to address this issue via a macOS supplemental update, blaming a "missing digital key" in the thermal management firmware.{{Cite web |last=Bohn |first=Dieter |date=July 25, 2018 |title=New MacBook Pro review: the heat is on |url=https://www.theverge.com/2018/7/25/17611266/apple-macbook-pro-review-2018-core-i9-15-inch |access-date=February 10, 2023 |website=The Verge |language=en-US |archive-date=February 10, 2023 |archive-url=https://web.archive.org/web/20230210020409/https://www.theverge.com/2018/7/25/17611266/apple-macbook-pro-review-2018-core-i9-15-inch |url-status=live }}

The 2019 16-inch MacBook Pro and 2020 MacBook Air replaced the unreliable Butterfly keyboard with a redesigned scissor-switch Magic Keyboard. On the MacBook Pros, the Touch Bar and Touch ID were made standard, and the Esc key was detached from the Touch Bar and returned to being a physical key.{{Cite magazine |last=Chokkatu |first=Julian |title=Apple's 16-Inch MacBook Pro Is a Return to Form |url=https://www.wired.com/review/apple-macbook-pro-16-inch-2019/ |access-date=November 16, 2022 |magazine=Wired |language=en-US |archive-date=November 16, 2022 |archive-url=https://web.archive.org/web/20221116061910/https://www.wired.com/review/apple-macbook-pro-16-inch-2019/ |url-status=live }} At WWDC 2019, Apple unveiled a new Mac Pro with a larger case design that allows for hardware expandability, and introduced a new expansion module system (MPX) for modules such as the Afterburner card for faster video encoding.{{Cite web |last=Savov |first=Vlad |date=June 3, 2019 |title=Apple announces all-new redesigned Mac Pro, starting at $5,999 |url=https://www.theverge.com/2019/6/3/18646424/apple-mac-pro-redesign-new-specs-features-photos-wwdc-2019 |url-status=live |archive-url=https://web.archive.org/web/20221004123518/https://www.theverge.com/2019/6/3/18646424/apple-mac-pro-redesign-new-specs-features-photos-wwdc-2019 |archive-date=October 4, 2022 |access-date=October 4, 2022 |website=The Verge |language=en-US}}{{Cite web |date=December 10, 2019 |title=The Thermodynamics Behind the Mac Pro, the Hypercar of Computers |url=https://www.popularmechanics.com/technology/gadgets/a30170910/apple-mac-pro |url-status=live |archive-url=https://web.archive.org/web/20220408113734/https://www.popularmechanics.com/technology/gadgets/a30170910/apple-mac-pro |archive-date=April 8, 2022 |access-date=October 4, 2022 |website=Popular Mechanics |language=en-us}} Almost every part of the new Mac Pro is user-replaceable, with iFixit praising its high user-repairability.{{Cite web |date=December 17, 2019 |title=iFixit Mac Pro teardown |url=https://www.ifixit.com/Teardown/Mac+Pro+2019+Teardown/128922 |url-status=live |archive-url=https://web.archive.org/web/20210330130004/https://www.ifixit.com/Teardown/Mac+Pro+2019+Teardown/128922 |archive-date=March 30, 2021 |access-date=March 16, 2021 |website=iFixit}} It received positive reviews, with reviewers praising its power, modularity, quiet cooling, and Apple's increased focus on professional workflows.{{Cite web |last=Patel |first=Nilay |date=March 2, 2020 |title=Mac Pro review: power, if you can use it |url=https://www.theverge.com/2020/3/2/21161358/mac-pro-review-apple-display-xdr-adobe-hardware-software-price-video |access-date=October 4, 2022 |website=The Verge |language=en-US}}{{Cite web |title=Apple Mac Pro (2019): Premium hardware for serious professionals |url=https://www.zdnet.com/article/apple-mac-pro-2019-a-hands-off-review/ |url-status=live |archive-url=https://web.archive.org/web/20220331145856/https://www.zdnet.com/article/apple-mac-pro-2019-a-hands-off-review |archive-date=March 31, 2022 |access-date=October 4, 2022 |website=ZDNet |language=en}}

File:M1 iMac Green model.jpg

File:Touch ID and SD card reader of Macbook Pro 16 inti model (cropped).jpg

In April 2018, Bloomberg reported Apple's plan to replace Intel chips with ARM processors similar to those in its phones, causing Intel's shares to drop by 9.2%.{{Cite web |last1=King |first1=Ian |last2=Gurman |first2=Mark |date=April 2, 2018 |title=Apple Plans to Use Its Own Chips in Macs From 2020, Replacing Intel |url=https://www.bloomberg.com/news/articles/2018-04-02/apple-is-said-to-plan-move-from-intel-to-own-mac-chips-from-2020 |access-date=October 4, 2022 |website=Bloomberg |archive-date=November 28, 2018 |archive-url=https://web.archive.org/web/20181128125747/https://www.bloomberg.com/news/articles/2018-04-02/apple-is-said-to-plan-move-from-intel-to-own-mac-chips-from-2020 |url-status=live }} The Verge commented on the rumors, that such a decision made sense, as Intel was failing to make significant improvements to its processors, and could not compete with ARM chips on battery life.{{Cite web |date=April 3, 2018 |title=Chips are down: Apple to stop using Intel processors in Macs, reports say |url=https://www.theguardian.com/technology/2018/apr/03/apple-stop-using-intel-chips-processors-mac-computers |url-status=live |archive-url=https://web.archive.org/web/20180622140238/https://www.theguardian.com/technology/2018/apr/03/apple-stop-using-intel-chips-processors-mac-computers |archive-date=June 22, 2018 |access-date=March 26, 2021 |website=The Guardian |language=en}}{{Cite news |title=Apple is moving on from Intel because Intel isn't moving anywhere |work=The Verge |url=https://www.theverge.com/2018/4/3/17191986/apple-intel-cpu-processor-design-competition |url-status=live |access-date=November 7, 2018 |archive-url=https://web.archive.org/web/20181107185556/https://www.theverge.com/2018/4/3/17191986/apple-intel-cpu-processor-design-competition |archive-date=November 7, 2018}}

At WWDC 2020, Tim Cook announced that the Mac would be transitioning to Apple silicon chips, built upon an ARM architecture, over a two-year timeline.{{Cite web |last=Warren |first=Tom |date=June 22, 2020 |title=Apple is switching Macs to its own processors starting later this year |url=https://www.theverge.com/2020/6/22/21295475/apple-mac-processors-arm-silicon-chips-wwdc-2020 |url-status=live |archive-url=https://web.archive.org/web/20211117014341/https://www.theverge.com/2020/6/22/21295475/apple-mac-processors-arm-silicon-chips-wwdc-2020 |archive-date=November 17, 2021 |access-date=June 23, 2020 |website=The Verge |language=en}} The Rosetta 2 translation layer was also introduced, enabling Apple silicon Macs to run Intel apps.{{Cite web |title=Apple Silicon at WWDC 2020: Everything you need to know |url=https://www.zdnet.com/article/apple-silicon-explained-everything-you-need-to-know/ |access-date=November 7, 2022 |website=ZDNet |language=en |archive-date=November 7, 2022 |archive-url=https://web.archive.org/web/20221107202012/https://www.zdnet.com/article/apple-silicon-explained-everything-you-need-to-know/ |url-status=live }} On November 10, 2020, Apple announced their first system-on-a-chip designed for the Mac, the Apple M1, and a series of Macs that would ship with the M1: the MacBook Air, Mac Mini, and the 13-inch MacBook Pro.{{Cite web |last=Iyengar |first=Rishi |date=November 10, 2020 |title=Apple details new MacBook Air, MacBook Pro and Mac Mini, all powered by in-house silicon chips |url=https://www.cnn.com/2020/11/10/tech/apple-silicon-chips-mac |url-status=live |archive-url=https://web.archive.org/web/20201116184959/https://www.cnn.com/2020/11/10/tech/apple-silicon-chips-mac |archive-date=November 16, 2020 |access-date=November 13, 2020 |website=CNN}} These new Macs received highly positive reviews, with reviewers highlighting significant improvements in battery life, performance, and heat management compared to previous generations.{{Cite web |last=Patel |first=Nilay |date=November 17, 2020 |title=The Verge M1 MBP review |url=https://www.theverge.com/21570497/apple-macbook-pro-2020-m1-review |url-status=live |archive-url=https://web.archive.org/web/20210313170319/https://www.theverge.com/21570497/apple-macbook-pro-2020-m1-review |archive-date=March 13, 2021 |access-date=March 16, 2021 |website=The Verge}}{{cite web |last1=Spoonauer |first1=Mark |date=November 9, 2021 |title=Tom's Guide M1 MBP review |url=https://www.tomsguide.com/reviews/macbook-pro-m1 |url-status=live |archive-url=https://web.archive.org/web/20210228082208/https://www.tomsguide.com/reviews/macbook-pro-m1 |archive-date=February 28, 2021 |access-date=March 16, 2021 |website=Tom's Guide}}{{Cite web |last=updated |first=Matt Hanson last |date=November 18, 2021 |title=Apple MacBook Air (M1, 2020) review |url=https://www.techradar.com/reviews/apple-macbook-air-m12020 |url-status=live |archive-url=https://web.archive.org/web/20220929155722/https://www.techradar.com/reviews/apple-macbook-air-m12020 |archive-date=September 29, 2022 |access-date=October 4, 2022 |website=TechRadar |language=en}}

The iMac Pro was discontinued on March 6, 2021.{{Cite web |last=Markander |first=Mikael |date=March 8, 2021 |title=Apple discontinues the iMac Pro |url=https://www.macworld.com/article/676413/apple-discontinues-the-imac-pro.html |access-date=December 13, 2022 |website=Macworld |language=en |archive-date=January 11, 2023 |archive-url=https://web.archive.org/web/20230111153043/https://www.macworld.com/article/676413/apple-discontinues-the-imac-pro.html |url-status=live }} On April 20, 2021, a new 24-inch iMac was revealed, featuring the M1 chip, seven new colors, thinner white bezels, a higher-resolution 1080p webcam, and an enclosure made entirely from recycled aluminum.{{Cite web |last=Chin |first=Monica |date=May 18, 2021 |title=Apple's new iMac is fun and functional |url=https://www.theverge.com/22440059/apple-imac-m1-2021-24-review |access-date=November 7, 2022 |website=The Verge |language=en-US |archive-date=November 7, 2022 |archive-url=https://web.archive.org/web/20221107200009/https://www.theverge.com/22440059/apple-imac-m1-2021-24-review |url-status=live }}{{cite magazine |last1=Chokkatu |first1=Julian |title=Apple's Colorful New iMac Pairs Beauty With Brawn |url=https://www.wired.com/review/apple-imac-24-inch-2021/ |magazine=WIRED |access-date=30 March 2024 |date=21 May 2021}}

On October 18, 2021, Apple announced new 14-inch and 16-inch MacBook Pros, featuring the more powerful M1 Pro and M1 Max chips, a bezel-less mini-LED 120 Hz ProMotion display, and the return of MagSafe and HDMI ports, and the SD card slot.{{Cite web |last=Clark |first=Mitchell |date=October 18, 2021 |title=Apple announces new 14-inch MacBook Pro with a notch |url=https://www.theverge.com/2021/10/18/22724738/apple-macbook-pro-14-inch-features-price-release-date |access-date=December 13, 2022 |website=The Verge |language=en |archive-date=December 13, 2022 |archive-url=https://web.archive.org/web/20221213222003/https://www.theverge.com/2021/10/18/22724738/apple-macbook-pro-14-inch-features-price-release-date |url-status=live }}{{cite web |last1=Casey |first1=Henry |title=Apple MacBook Pro 14-inch (2021) review |url=https://www.tomsguide.com/reviews/macbook-pro-2021-14-inch |website=Tom's Guide |access-date=30 March 2024 |language=en |date=30 September 2022}}{{cite web |last1=Larsen |first1=Luke |title=Apple MacBook Pro (M1 Pro) In-Depth Review: Perfect Pro Laptop |url=https://www.digitaltrends.com/computing/apple-macbook-pro-m1-pro-review/ |website=Digital Trends |access-date=30 March 2024 |language=en |date=11 November 2021}}

On March 8, 2022, the Mac Studio was unveiled, also featuring the M1 Max chip and the new M1 Ultra chip in a similar form factor to the Mac Mini. It drew highly positive reviews for its flexibility and wide range of available ports.{{Cite web |last=Porter |first=Jon |date=March 9, 2022 |title=Apple's new strategy is to give – not tell – users what they want |url=https://www.theverge.com/2022/3/9/22968839/apple-mac-studio-display-m1-ultra-strategy-users |url-status=live |archive-url=https://web.archive.org/web/20220530214311/https://www.theverge.com/2022/3/9/22968839/apple-mac-studio-display-m1-ultra-strategy-users |archive-date=May 30, 2022 |access-date=October 4, 2022 |website=The Verge |language=en-US}} Its performance was deemed "impressive", beating the highest-end Mac Pro with a 28-core Intel Xeon chip, while being significantly more power efficient and compact.{{Cite web |last=Cunningham |first=Andrew |date=March 17, 2022 |title=Review: The Mac Studio shows us exactly why Apple left Intel behind |url=https://arstechnica.com/gadgets/2022/03/mac-studio-review-a-nearly-perfect-workhorse-mac |url-status=live |archive-url=https://web.archive.org/web/20221002184718/https://arstechnica.com/gadgets/2022/03/mac-studio-review-a-nearly-perfect-workhorse-mac |archive-date=October 2, 2022 |access-date=October 4, 2022 |website=Ars Technica |language=en-us}} It was introduced alongside the Studio Display, meant to replace the 27-inch iMac, which was discontinued on the same day.{{Cite web |last=Song |first=Victoria |date=March 8, 2022 |title=The 27-inch iMac has been discontinued |url=https://www.theverge.com/2022/3/8/22967616/apple-27-inch-imac-studio-desktop |url-status=live |archive-url=https://web.archive.org/web/20220530214301/https://www.theverge.com/2022/3/8/22967616/apple-27-inch-imac-studio-desktop |archive-date=May 30, 2022 |access-date=March 22, 2022 |website=The Verge |language=en}}

At WWDC 2022, Apple announced an updated MacBook Air based on a new M2 chip. It incorporates several changes from the 14-inch MacBook Pro, such as a flat, slab-shaped design, full-sized function keys, MagSafe charging, and a Liquid Retina display, with rounded corners and a display cutout incorporating a 1080p webcam.{{Cite web |last=Seifert |first=Dan |date=July 14, 2022 |title=Apple MacBook Air M2 (2022) review: all-new Air |url=https://www.theverge.com/laptop-review/23207440/apple-macbook-air-m2-2022-review |url-status=live |archive-url=https://web.archive.org/web/20220721001839/https://www.theverge.com/laptop-review/23207440/apple-macbook-air-m2-2022-review |archive-date=July 21, 2022 |access-date=November 15, 2022 |website=The Verge |language=en-US}}

The Mac Studio with M2 Max and M2 Ultra chips and the Mac Pro with M2 Ultra chip was unveiled at WWDC 2023, and the Intel-based Mac Pro was discontinued on the same day, completing the Mac transition to Apple silicon chips.{{Cite web |last=Chin |first=Monica |date=June 27, 2023 |title=Which professionals is the Mac Pro for? We couldn't find them |url=https://www.theverge.com/23770770/apple-mac-pro-m2-ultra-2023-review |url-status=live |archive-url=https://web.archive.org/web/20230823172901/https://www.theverge.com/23770770/apple-mac-pro-m2-ultra-2023-review |archive-date=August 23, 2023 |access-date=July 18, 2023 |website=The Verge |language=en-US}} The Mac Studio was received positively as a modest upgrade over the previous generation, albeit similarly priced PCs could be equipped with faster GPUs.{{Cite web |author1=Joel Burgess |date=2023-10-04 |title=Apple Mac Studio (M2 Ultra) review: Pro Performance in a compact package |url=https://www.techradar.com/reviews/apple-mac-studio-m2-ultra |access-date=2024-01-02 |website=TechRadar |language=en |archive-date=January 2, 2024 |archive-url=https://web.archive.org/web/20240102153330/https://www.techradar.com/reviews/apple-mac-studio-m2-ultra |url-status=live }} However, the Apple silicon-based Mac Pro was criticized for several regressions, including memory capacity and a complete lack of CPU or GPU expansion options.{{Cite web |title=Mac renaissance: How Apple's chip transition yielded such an oddly configured Mac Pro |url=https://www.zdnet.com/article/mac-renaissance-how-apples-processor-transition-yielded-such-an-oddly-configured-mac-pro/ |url-status=live |archive-url=https://web.archive.org/web/20230823172926/https://www.zdnet.com/article/mac-renaissance-how-apples-processor-transition-yielded-such-an-oddly-configured-mac-pro/ |archive-date=August 23, 2023 |access-date=July 18, 2023 |website=ZDNET |language=en}} A 15-inch MacBook Air was also introduced, and is the largest display included on a consumer-level Apple laptop.{{Cite web |date=2023-06-12 |title=Apple MacBook Air 15-inch review: A bigger screen makes a surprising difference |url=https://www.engadget.com/apple-macbook-air-15-inch-review-a-bigger-screen-makes-a-surprising-difference-130033172.html |access-date=2024-03-30 |website=Engadget |language=en-US |archive-date=March 10, 2024 |archive-url=https://web.archive.org/web/20240310054538/https://www.engadget.com/apple-macbook-air-15-inch-review-a-bigger-screen-makes-a-surprising-difference-130033172.html |url-status=live }}

The MacBook Pro was updated on October 30, 2023, with updated M3 Pro and M3 Max chips using a 3 nm process node, as well as the standard M3 chip in a refreshed iMac and a new base model MacBook Pro.{{Cite web |last=Benedetto |first=Antonio G. Di |date=2023-10-31 |title=Here's where you can preorder Apple's new M3-powered Macs |url=https://www.theverge.com/23938865/apple-imac-macbook-pro-m3-max-preorder-how-to-buy-release-date-price |access-date=2024-03-30 |website=The Verge |language=en |archive-date=January 17, 2024 |archive-url=https://web.archive.org/web/20240117055305/https://www.theverge.com/23938865/apple-imac-macbook-pro-m3-max-preorder-how-to-buy-release-date-price |url-status=live }} Reviewers lamented the base memory configuration of 8 GB on the standard M3 MacBook Pro.{{Cite web |last=Song |first=Victoria |date=2023-11-06 |title=Apple MacBook Pro 14 (2023) review: entry-level enigma |url=https://www.theverge.com/23944344/apple-macbook-pro-14-2023-review-m3-specs-battery-ports |access-date=2024-01-02 |website=The Verge |language=en |archive-date=January 2, 2024 |archive-url=https://web.archive.org/web/20240102153331/https://www.theverge.com/23944344/apple-macbook-pro-14-2023-review-m3-specs-battery-ports |url-status=live }} In March 2024, the MacBook Air was also updated to include the M3 chip.{{Cite web |last=Cunningham |first=Andrew |date=2024-03-07 |title=Review: Apple's efficient M3 MacBook Airs are just about as good as laptops get |url=https://arstechnica.com/gadgets/2024/03/review-apples-efficient-m3-macbook-airs-are-just-about-as-good-as-laptops-get/ |access-date=2024-03-30 |website=Ars Technica |language=en-us |archive-date=March 24, 2024 |archive-url=https://web.archive.org/web/20240324015240/https://arstechnica.com/gadgets/2024/03/review-apples-efficient-m3-macbook-airs-are-just-about-as-good-as-laptops-get/ |url-status=live}} In October 2024, several Macs were announced with the M4 series of chips, including the iMac, a redesigned Mac Mini, and the MacBook Pro; all of which included 16 GB of memory as standard. The MacBook Air was also upgraded with 16 GB for the same price.{{Cite web|last=Cadenas|first=Cesar|date=2024-08-30 |title=The MacBook Air's free RAM upgrade was sneakily the best announcement during Apple's Mac event

|url=https://www.zdnet.com/article/the-macbook-airs-free-ram-upgrade-was-sneakily-the-best-announcement-during-apples-mac-event/ |access-date=2024-03-30 |website=ZDNet |language=en-us}}

{{See also|List of Mac models}}

{{Gallery|title=Overview of current Mac lineup

|File:M2 Macbook Air Starlight model.jpg

|MacBook Air, entry-level lightweight laptop

|File:A 2021 14-inch Silver MacBook Pro (cropped).jpg

|MacBook Pro, high-performance workstation laptop

|File:M1 iMac vector.svg

|iMac, all-in-one desktop

|File:Mac mini 2024 (cropped).jpg

|Mac Mini, entry-level desktop

|File:Mac Studio (2022) front.jpg

|Mac Studio, compact workstation desktop

|File:Mac Pro Mockup.svg

|Mac Pro, expandable workstation tower

}}

File:Ad apple 1984.jpg" advertisement debuted during Super Bowl XVIII.]]

The original Macintosh was marketed at Super Bowl XVIII with the highly acclaimed "1984" ad, directed by Ridley Scott. The ad alluded to George Orwell's novel Nineteen Eighty-Four, and symbolized Apple's desire to "rescue" humanity from the conformity of computer industry giant IBM.{{Cite news |last=Cellini |first=Adelia |date=January 2004 |title=The Story Behind Apple's '1984' TV commercial: Big Brother at 20 |work=MacWorld 21.1, page 18 |url=http://findarticles.com/p/articles/mi_hb197/is_200401/ai_n5556112 |url-status=dead |access-date=May 9, 2008 |archive-url=http://arquivo.pt/wayback/20090628133757/http://findarticles.com/p/articles/mi_hb197/is_200401/ai_n5556112 |archive-date=June 28, 2009}}{{cite magazine |last=Long |first=Tony |date=January 22, 2007 |title=Jan. 22, 1984: Dawn of the Mac |url=https://www.wired.com/science/discoveries/news/2007/01/72496 |url-access=limited |url-status=live |magazine=Wired |archive-url=https://web.archive.org/web/20100416033051/http://www.wired.com/science/discoveries/news/2007/01/72496 |archive-date=April 16, 2010 |access-date=April 11, 2010}}{{Sfn|Hertzfeld|2004|pp=181–183}} The ad is now considered a "watershed event" and a "masterpiece."{{Cite news |last=Maney |first=Kevin |date=January 28, 2004 |title=Apple's '1984' Super Bowl commercial still stands as watershed event |work=USA Today |url=http://www.usatoday.com/tech/columnist/kevinmaney/2004-01-28-maney_x.htm |url-status=dead |access-date=April 11, 2010 |archive-url=https://web.archive.org/web/20120423195612/http://www.usatoday.com/tech/columnist/kevinmaney/2004-01-28-maney_x.htm |archive-date=April 23, 2012}}{{cite news |last=Leopold |first=Todd |date=February 3, 2006 |title=Why 2006 isn't like '1984' |work=CNN |url=https://edition.cnn.com/2006/SHOWBIZ/02/02/eye.ent.commercials/ |url-status=live |access-date=May 10, 2008 |archive-url=https://web.archive.org/web/20140405133016/http://edition.cnn.com/2006/SHOWBIZ/02/02/eye.ent.commercials |archive-date=April 5, 2014}} Before the Macintosh, high-tech marketing catered to industry insiders rather than consumers, so journalists covered technology like the "steel or automobiles" industries, with articles written for a highly technical audience.{{Cite web |last=Marinaccio |first=Wendy |date=June 22, 2000 |title=Evelyn Richards on Apple's Influence on Technology Journalism and PR |url=https://web.stanford.edu/dept/SUL/sites/mac/primary/interviews/richards/apple.html |url-status=live |archive-url=https://web.archive.org/web/20200513023142/https://web.stanford.edu/dept/SUL/sites/mac/primary/interviews/richards/apple.html |archive-date=May 13, 2020 |access-date=September 29, 2022 |website=Making the Macintosh: Technology and Culture in Silicon Valley |publisher=Stanford University}}{{cite web |last=Marinaccio |first=Wendy |date=June 22, 2000 |title=Evelyn Richards on High-Tech Journalism in the 1980s |url=https://web.stanford.edu/dept/SUL/sites/mac/primary/interviews/richards/journalism.html |url-status=live |archive-url=https://web.archive.org/web/20200513081533/https://web.stanford.edu/dept/SUL/sites/mac/primary/interviews/richards/journalism.html |archive-date=May 13, 2020 |access-date=September 29, 2022 |work=Making the Macintosh: Technology and Culture in Silicon Valley |publisher=Stanford University}} The Macintosh launch event pioneered event marketing techniques that have since become "widely emulated" in Silicon Valley, by creating a mystique about the product and giving an inside look into its creation.{{Cite web |last=Soojung-Kim Pang |first=Alex |date=July 14, 2000 |title=The Macintosh Marketing Campaign |url=https://web.stanford.edu/dept/SUL/sites/mac/market.html |url-status=live |archive-url=https://web.archive.org/web/20220606170827/https://web.stanford.edu/dept/SUL/sites/mac/market.html |archive-date=June 6, 2022 |access-date=September 29, 2022 |website=Making the Macintosh: Technology and Culture in Silicon Valley |publisher=Stanford University}} Apple took a new "multiple exclusives" approach regarding the press, giving "over one hundred interviews to journalists that lasted over six hours apiece", and introduced a new "Test Drive a Macintosh" campaign.{{Cite web |last=Marinaccio |first=Wendy |title=Andy Cunningham on the Influence of the Macintosh Launch |date=14 July 2000 |url=https://web.stanford.edu/dept/SUL/library/mac/primary/interviews/cunningham/influence.html |url-status=dead |archive-url=https://web.archive.org/web/20150419212244/http://web.stanford.edu/dept/SUL/library/mac/primary/interviews/cunningham/influence.html |archive-date=April 19, 2015 |access-date=April 19, 2015 |website=Making the Macintosh: Technology and Culture in Silicon Valley |publisher=Stanford University}}{{cite web |last=Marinaccio |first=Wendy |title=Andy Cunningham on the Macintosh Introduction |url=http://web.stanford.edu/dept/SUL/library/mac/primary/interviews/cunningham/macintro.html |date=14 July 2000 |url-status=dead |archive-url=https://web.archive.org/web/20150419205004/http://web.stanford.edu/dept/SUL/library/mac/primary/interviews/cunningham/macintro.html |archive-date=April 19, 2015 |access-date=September 29, 2022 |work=Making the Macintosh: Technology and Culture in Silicon Valley |publisher=Stanford University}}

Apple's brand, which established a "heartfelt connection with consumers", is cited as one of the keys to the Mac's success.{{Cite magazine |last=Kahney |first=Leander |title=Apple: It's All About the Brand |language=en-US |magazine=Wired |url=https://www.wired.com/2002/12/apple-its-all-about-the-brand |date=Dec 4, 2002 |url-status=live |access-date=September 29, 2022 |archive-url=https://web.archive.org/web/20140314085608/http://www.wired.com/gadgets/mac/commentary/cultofmac/2002/12/56677 |archive-date=March 14, 2014 |issn=1059-1028}} After Steve Jobs's return to the company, he launched the Think different ad campaign, positioning the Mac as the best computer for "creative people who believe that one person can change the world".{{Cite news |last=Elliott |first=Stuart |date=August 3, 1998 |title=The Media Business: Advertising; Apple Endorses Some Achievers Who 'Think Different' |url-access=subscription |language=en-US |work=The New York Times |url=https://www.nytimes.com/1998/08/03/business/the-media-business-advertising-apple-endorses-some-achievers-who-think-different.html |access-date=December 3, 2022 |issn=0362-4331 |archive-date=December 3, 2022 |archive-url=https://web.archive.org/web/20221203205602/https://www.nytimes.com/1998/08/03/business/the-media-business-advertising-apple-endorses-some-achievers-who-think-different.html |url-status=live }} The campaign featured black-and-white photographs of luminaries like Albert Einstein, Gandhi, and Martin Luther King Jr., with Jobs saying: "if they ever used a computer, it would have been a Mac".{{Cite web |last=Paczkowski |first=John |date=August 28, 2010 |title=Einstein would have used a Mac. Lennon, too. |url=https://www.cnet.com/tech/tech-industry/einstein-would-have-used-a-mac-lennon-too |access-date=October 4, 2022 |website=CNET |language=en |archive-date=October 4, 2022 |archive-url=https://web.archive.org/web/20221004171303/https://www.cnet.com/tech/tech-industry/einstein-would-have-used-a-mac-lennon-too/ |url-status=live }}{{Cite web |last=Siltanen |first=Rob |date=December 14, 2011 |title=The Real Story Behind Apple's 'Think Different' Campaign |url=https://www.forbes.com/sites/onmarketing/2011/12/14/the-real-story-behind-apples-think-different-campaign |access-date=September 29, 2022 |website=Forbes |language=en |archive-date=August 23, 2022 |archive-url=https://web.archive.org/web/20220823113136/https://www.forbes.com/sites/onmarketing/2011/12/14/the-real-story-behind-apples-think-different-campaign |url-status=live }} The ad campaign was critically acclaimed and won several awards, including a Primetime Emmy.{{Cite web |date=September 1, 1998 |title=TBWA Think Different Ad wins Emmy |url=https://www.campaignlive.co.uk/article/tbwa-think-different-ad-wins-emmy/46888 |url-status=live |archive-url=https://web.archive.org/web/20221004121427/https://www.campaignlive.co.uk/article/tbwa-think-different-ad-wins-emmy/46888 |archive-date=October 4, 2022 |access-date=October 4, 2022 |website=Campaign |language=en}} In the 2000s, Apple continued to use successful marketing campaigns to promote the [https://knowtomac.com/ Mac] line, including the Switch and Get a Mac campaigns.{{Cite web |author1=Luke Filipowicz |date=February 7, 2020 |title=The 'Get a Mac' campaign was instrumental in shaping Apple's reputation with consumers |url=https://www.imore.com/get-mac-campaign-was-instrumental-shaping-apples-reputation-consumers |access-date=October 15, 2022 |website=iMore |language=en |archive-date=October 15, 2022 |archive-url=https://web.archive.org/web/20221015111540/https://www.imore.com/get-mac-campaign-was-instrumental-shaping-apples-reputation-consumers |url-status=live }}{{Cite web |date=May 7, 2018 |first1= Jen |last1=Atalla |first2=Noah |last2=Friedman |title=Steve Jobs made 3 AM phone calls to argue about Apple ads |url=https://www.businessinsider.com/errol-morris-steve-jobs-making-of-apple-switch-ad-campaign-2018-5 |access-date=February 10, 2023 |website=Business Insider |language=en-US |archive-date=February 10, 2023 |archive-url=https://web.archive.org/web/20230210044248/https://www.businessinsider.com/errol-morris-steve-jobs-making-of-apple-switch-ad-campaign-2018-5 |url-status=live }}

Apple's focus on design and build quality has helped establish the Mac as a high-end, premium brand. The company's emphasis on creating iconic and visually appealing designs for its computers has given them a "human face" and made them stand out in a crowded market.{{Cite book |last=Lashinsky |first=Adam |url=https://books.google.com/books?id=JUI5AQAAQBAJ&q=Inside+Apple%3A+How+America%27s+Most+Admired--and+Secretive--Company+Really+Works |title=Inside Apple: How America's Most Admired--and Secretive--Company Really Works |date=January 25, 2012 |publisher=Grand Central Publishing |isbn=978-1-4555-1217-1 |language=en |access-date=September 29, 2022 |archive-url=https://web.archive.org/web/20220929152253/https://books.google.com/books?id=JUI5AQAAQBAJ&newbks=0&printsec=frontcover&dq=Inside+Apple%3A+How+America%27s+Most+Admired--and+Secretive--Company+Really+Works&hl=en |archive-date=September 29, 2022 |url-status=live}}; {{Cite book |last=Kahney |first=Leander |url=https://books.google.com/books?id=CRZuAAAAQBAJ&q=JonyIve%3A+The+Genius+Behind+Apple%27s+Greatest+Products |title=Jony Ive: The Genius Behind Apple's Greatest Products |date=November 18, 2013 |publisher=Penguin Books Limited |isbn=978-0-670-92325-0 |language=en |access-date=September 29, 2022 |archive-date=September 29, 2022 |archive-url=https://web.archive.org/web/20220929152253/https://books.google.com/books?id=CRZuAAAAQBAJ&newbks=0&printsec=frontcover&dq=JonyIve%3A+The+Genius+Behind+Apple%27s+Greatest+Products&hl=en |url-status=live }} Apple has long made product placements in high-profile movies and television shows to showcase [https://knowtomac.com/ Mac computers], like Mission: Impossible, Legally Blonde, and Sex and the City.{{Cite web |last=Stampler |first=Laura |title=12 Excellent Examples Of How Apple Product Placements Rule Hollywood |url=https://www.businessinsider.com/apple-product-placements-in-tv-and-movies-2012-8 |url-status=live |archive-url=https://web.archive.org/web/20210510160958/https://www.businessinsider.com/apple-product-placements-in-tv-and-movies-2012-8 |archive-date=May 10, 2021 |access-date=September 29, 2022 |website=Business Insider |language=en-US}} Apple is known for not allowing producers to show villains using Apple products.{{Cite web |last=Brodkin |first=Jon |date=February 26, 2020 |title=Apple tells moviemakers that villains can't use iPhones, Rian Johnson says |url=https://arstechnica.com/tech-policy/2020/02/apple-wont-let-filmmakers-put-iphones-in-villains-hands-rian-johnson-says |url-status=live |archive-url=https://web.archive.org/web/20220815112059/https://arstechnica.com/tech-policy/2020/02/apple-wont-let-filmmakers-put-iphones-in-villains-hands-rian-johnson-says |archive-date=August 15, 2022 |access-date=September 29, 2022 |website=Ars Technica |language=en-us}} Its own shows produced for the Apple TV+ streaming service feature prominent use of MacBooks.{{Cite web |title=Hundreds of iPhones Are in 'Ted Lasso.' They're More Strategic Than You Think. |url=https://www.wsj.com/video/series/in-depth-features/hundreds-of-iphones-are-in-ted-lasso-theyre-more-strategic-than-you-think/BF83B882-AA90-46B2-9703-9D9689778D8D |url-status=live |archive-url=https://web.archive.org/web/20220928003318/https://www.wsj.com/video/series/in-depth-features/hundreds-of-iphones-are-in-ted-lasso-theyre-more-strategic-than-you-think/BF83B882-AA90-46B2-9703-9D9689778D8D |archive-date=September 28, 2022 |access-date=September 29, 2022 |website=The Wall Street Journal |language=en}}

The Mac is known for its highly loyal customer base. In 2022, the American Customer Satisfaction Index gave the Mac the highest customer satisfaction score of any personal computer, at 82 out of 100.{{Cite web |title=Apple tops the PC satisfaction index again. But Samsung has narrowed the gap |url=https://www.zdnet.com/home-and-office/kitchen-household/consumers-crave-macs-and-lg-appliances-says-american-customer-satisfaction-index/ |url-status=live |archive-url=https://web.archive.org/web/20220928055131/https://www.zdnet.com/home-and-office/kitchen-household/consumers-crave-macs-and-lg-appliances-says-american-customer-satisfaction-index |archive-date=September 28, 2022 |access-date=September 29, 2022 |website=ZDNet |language=en}} In that year, Apple was the fourth largest vendor of personal computers, with a market share of 8.9%.{{Cite web |last=Adorno |first=José |date=April 11, 2022 |title=Mac market bucks trend with continued growth while PC shipments slow |url=https://9to5mac.com/2022/04/11/mac-market-bucks-trend-with-continued-growth-while-pc-shipments-slow |url-status=live |archive-url=https://web.archive.org/web/20220412084552/https://9to5mac.com/2022/04/11/mac-market-bucks-trend-with-continued-growth-while-pc-shipments-slow |archive-date=April 12, 2022 |access-date=September 29, 2022 |website=9to5Mac |language=en-US}}

File:Mac Pro 2019 on wheels.jpg from 2019 being used for color grading.]]

Apple outsources the production of its hardware to Asian manufacturers like Foxconn and Pegatron.{{Cite web |last=Lovejoy |first=Ben |date=July 5, 2016 |title=Foxconn, Pegatron & other Apple suppliers reportedly under pressure as Apple squeezes margins |url=https://9to5mac.com/2016/07/05/foxconn-pegatron-apple-margins |url-status=live |archive-url=https://web.archive.org/web/20220206054114/https://9to5mac.com/2016/07/05/foxconn-pegatron-apple-margins |archive-date=February 6, 2022 |access-date=October 4, 2022 |website=9to5Mac |language=en-US}}{{Sfn|Mickle|2022|loc=pages 97-99, 237-239}} As a highly vertically integrated company developing its own operating system and chips, it has tight control over all aspects of its products and deep integration between hardware and software.{{Cite news |title=Keeping it under your hat |newspaper=The Economist |url=https://www.economist.com/business/2016/04/16/keeping-it-under-your-hat |url-status=live |access-date=October 4, 2022 |archive-url=https://web.archive.org/web/20220423195300/https://www.economist.com/business/2016/04/16/keeping-it-under-your-hat |archive-date=April 23, 2022 |issn=0013-0613}}

All Macs in production use ARM-based Apple silicon processors and have been praised for their performance and power efficiency.{{Cite web |title=Apple Silicon: The Complete Guide |url=https://www.macrumors.com/guide/apple-silicon/ |access-date=November 18, 2022 |website=MacRumors |language=en |archive-date=October 3, 2022 |archive-url=https://web.archive.org/web/20221003115240/https://www.macrumors.com/guide/apple-silicon/ |url-status=live }} They can run Intel apps through the Rosetta 2 translation layer, and iOS and iPadOS apps distributed via the App Store.{{Cite web |last=Axon |first=Samuel |date=November 19, 2020 |title=Mac Mini and Apple Silicon M1 review: Not so crazy after all |url=https://arstechnica.com/gadgets/2020/11/mac-mini-and-apple-silicon-m1-review-not-so-crazy-after-all/ |access-date=November 18, 2022 |website=Ars Technica |language=en-us |archive-date=October 7, 2022 |archive-url=https://web.archive.org/web/20221007013538/https://arstechnica.com/gadgets/2020/11/mac-mini-and-apple-silicon-m1-review-not-so-crazy-after-all/ |url-status=live }} These Mac models come equipped with high-speed Thunderbolt 4 or USB 4 connectivity, with speeds up to 40 Gbit/s.{{Cite web |last=Shankland |first=Stephen |title=Apple brings USB 4 to its Mac line as it unveils computers with its own M1 chips |url=https://www.cnet.com/tech/computing/apple-brings-usb-4-to-its-mac-line-as-it-unveils-computers-with-its-own-m1-chips/ |access-date=December 5, 2022 |website=CNET |language=en |archive-date=December 5, 2022 |archive-url=https://web.archive.org/web/20221205042700/https://www.cnet.com/tech/computing/apple-brings-usb-4-to-its-mac-line-as-it-unveils-computers-with-its-own-m1-chips/ |url-status=live }}{{Cite web |last=Smith |first=Ryan |title=Apple Intros First Three 'Apple Silicon' Macs: Late 2020 MacBook Air, 13-Inch MacBook Pro, & Mac Mini |url=https://www.anandtech.com/show/16235/apple-intros-first-three-apple-silicon-macs-late-2020-macbook-air-13inch-macbook-pro-mac-mini |url-status=live |archive-url=https://web.archive.org/web/20221115205756/https://www.anandtech.com/show/16235/apple-intros-first-three-apple-silicon-macs-late-2020-macbook-air-13inch-macbook-pro-mac-mini |archive-date=November 15, 2022 |access-date=November 15, 2022 |website=AnandTech}} Apple silicon Macs have custom integrated graphics rather than graphics cards.{{Cite web |last=Evans |first=Jonny |date=July 7, 2020 |title=Apple has built its own Mac graphics processors |url=https://www.computerworld.com/article/3564527/apple-has-built-its-own-mac-graphics-processors.html |url-status=live |archive-url=https://web.archive.org/web/20220119225919/https://www.computerworld.com/article/3564527/apple-has-built-its-own-mac-graphics-processors.html |archive-date=January 19, 2022 |access-date=October 4, 2022 |website=Computerworld |language=en}} MacBooks are recharged with either USB-C or MagSafe connectors, depending on the model.{{Cite web |last=Lawler |first=Richard |date=October 18, 2021 |title=Apple brings MagSafe 3 to the new MacBook Pro |url=https://www.theverge.com/2021/10/18/22733119/apple-new-macbook-pro-magsafe-back |access-date=December 5, 2022 |website=The Verge |language=en-US |archive-date=January 11, 2023 |archive-url=https://web.archive.org/web/20230111153027/https://www.theverge.com/2021/10/18/22733119/apple-new-macbook-pro-magsafe-back |url-status=live }}

Apple sells accessories for the Mac, including the Studio Display and Pro Display XDR external monitors,{{Cite web |last=Grunin |first=Lori |title=Apple Studio Display vs. Pro Display XDR: The Same, Yet Not |url=https://www.cnet.com/tech/computing/apple-studio-display-vs-pro-display-xdr-the-same-yet-not/ |access-date=December 5, 2022 |website=CNET |language=en |archive-date=January 11, 2023 |archive-url=https://web.archive.org/web/20230111153038/https://www.cnet.com/tech/computing/apple-studio-display-vs-pro-display-xdr-the-same-yet-not/ |url-status=live }} the AirPods line of wireless headphones,{{Cite web |last=Vasani |first=Sheena |date=September 10, 2022 |title=Here's how the new AirPods Pro compare to the rest of Apple's AirPods lineup |url=https://www.theverge.com/23320893/apple-airpods-2-3-pro-max-which-to-buy-price-specs |access-date=December 5, 2022 |website=The Verge |language=en-US |archive-date=December 5, 2022 |archive-url=https://web.archive.org/web/20221205042658/https://www.theverge.com/23320893/apple-airpods-2-3-pro-max-which-to-buy-price-specs |url-status=live }} and keyboards and mice such as the Magic Keyboard, Magic Trackpad, and Magic Mouse.{{Cite web |last=DiPane |first=Jared |title=Apple's New Two-Toned Magic Keyboard With Touch ID, Trackpad and Mouse Are Now Available |url=https://www.cnet.com/tech/computing/apples-new-two-toned-magic-keyboard-with-touch-id-trackpad-and-mouse-are-now-available/ |access-date=December 5, 2022 |website=CNET |language=en |archive-date=February 19, 2023 |archive-url=https://web.archive.org/web/20230219193811/https://www.cnet.com/tech/computing/apples-new-two-toned-magic-keyboard-with-touch-id-trackpad-and-mouse-are-now-available/ |url-status=live }}

File:Screenshot of macOS Sequoia.png, was released in 2024.]]

{{Main|macOS}}

{{See also|Architecture of macOS|Mac operating systems}}

{{macOS sidebar}}

Macs run the macOS operating system, which is the second most widely used desktop OS according to StatCounter.{{cite web |title=Desktop Operating System Market Share Worldwide |url=https://gs.statcounter.com/os-market-share/desktop/worldwide#monthly-200901-202303 |website=StatCounter Global Stats |access-date=May 6, 2023 |language=en |archive-date=January 24, 2017 |archive-url=https://web.archive.org/web/20170124113625/https://gs.statcounter.com/os-market-share/desktop/worldwide#monthly-200901-202303 |url-status=live }} Macs can also run Windows, Linux, or other operating systems through virtualization, emulation, or multi-booting.{{cite web |last1=Markoff |first1=John |title=Windows or Mac? Apple Says Both |url=https://www.nytimes.com/2006/04/06/technology/windows-or-mac-apple-says-both.html |website=The New York Times |access-date=May 6, 2023 |date=April 6, 2006 |archive-date=May 7, 2023 |archive-url=https://web.archive.org/web/20230507000029/https://www.nytimes.com/2006/04/06/technology/windows-or-mac-apple-says-both.html |url-status=live }}{{cite web |last1=Hattersley |first1=Lucy |title=How to install Linux and breathe new life into an older Mac |url=https://www.macworld.com/article/672021/how-to-install-set-up-linux-on-a-mac.html |website=Macworld |access-date=May 6, 2023 |language=en |archive-date=May 6, 2023 |archive-url=https://web.archive.org/web/20230506232750/https://www.macworld.com/article/672021/how-to-install-set-up-linux-on-a-mac.html |url-status=live }}{{cite web |last1=Joseph |first1=Cliff |title=Best virtual machine software for Mac 2023 |url=https://www.macworld.com/article/668848/best-virtual-machine-software-for-mac.html |website=Macworld |access-date=May 6, 2023 |language=en |archive-date=May 6, 2023 |archive-url=https://web.archive.org/web/20230506232751/https://www.macworld.com/article/668848/best-virtual-machine-software-for-mac.html |url-status=live }}

macOS is the successor of the classic Mac OS, which had nine releases between 1984 and 1999. The last version of classic Mac OS, Mac OS 9, was introduced in 1999. Mac OS 9 was succeeded by Mac OS X in 2001.{{Cite web |last=Martin |first=James |date=January 24, 2014 |title=Looking back at the Mac OS (pictures) |url=https://www.cnet.com/pictures/looking-back-at-the-mac-os-pictures/7/ |access-date=December 5, 2022 |website=CNET |language=en |archive-date=December 5, 2022 |archive-url=https://web.archive.org/web/20221205042701/https://www.cnet.com/pictures/looking-back-at-the-mac-os-pictures/7/ |url-status=live }} Over the years, Mac OS X was rebranded first to OS X and later to macOS.{{Cite web |last=Axon |first=Samuel |date=March 24, 2021 |title=It's been 20 years since the launch of Mac OS X |url=https://arstechnica.com/gadgets/2021/03/its-been-20-years-since-the-launch-of-mac-os-x/ |access-date=December 5, 2022 |website=Ars Technica |language=en-us |archive-date=December 5, 2022 |archive-url=https://web.archive.org/web/20221205042702/https://arstechnica.com/gadgets/2021/03/its-been-20-years-since-the-launch-of-mac-os-x/ |url-status=live }}

macOS is a derivative of NextSTEP and FreeBSD. It uses the XNU kernel, and the core of macOS has been open-sourced as the Darwin operating system.{{Sfn|Singh|2006|pp=34-36}} macOS features the Aqua user interface, the Cocoa set of frameworks, and the Objective-C and Swift programming languages.{{Cite book |last1=Potter |first1=Bruce |url=https://books.google.com/books?id=K_3Vyi4bMaAC&dq=macos+intuitive+-wikipedia&pg=PA54 |title=OS X for Hackers at Heart |last2=Hurley |first2=Chris |last3=Long |first3=Johnny |last4=Owad |first4=Tom |last5=Rogers |first5=Russ |date=December 12, 2005 |publisher=Elsevier |isbn=978-0-08-048948-3 |language=en |access-date=September 29, 2022 |archive-url=https://web.archive.org/web/20220929152753/https://books.google.com/books?id=K_3Vyi4bMaAC&newbks=0&printsec=frontcover&pg=PA54&dq=macos+intuitive+-wikipedia&hl=en |archive-date=September 29, 2022 |url-status=live}} Macs are deeply integrated with other Apple devices, including the iPhone and iPad, through Continuity features like Handoff, Sidecar, Universal Control, and Universal Clipboard.{{Cite web |last=Bohn |first=Dieter |date=June 8, 2021 |title=How Universal Control on macOS Monterey works |url=https://www.theverge.com/2021/6/8/22523613/macos-monterey-wwdc-apple-ipad |url-status=live |archive-url=https://web.archive.org/web/20220907021826/https://www.theverge.com/2021/6/8/22523613/macos-monterey-wwdc-apple-ipad |archive-date=September 7, 2022 |access-date=October 4, 2022 |website=The Verge |language=en-US}}

The first version of Mac OS X, version 10.0, was released in March 2001.{{Cite web |last=Siracusa |first=John |date=April 2, 2001 |title=Mac OS X 10.0 |url=https://arstechnica.com/gadgets/2001/04/macos-x/ |url-status=live |archive-url=https://web.archive.org/web/20221115214228/https://arstechnica.com/gadgets/2001/04/macos-x/ |archive-date=November 15, 2022 |access-date=November 15, 2022 |website=Ars Technica |language=en-us}} Subsequent releases introduced major changes and features to the operating system. 10.4 Tiger added Spotlight search;{{Cite web |last=Siracusa |first=John |date=April 28, 2005 |title=Mac OS X 10.4 Tiger |url=https://arstechnica.com/gadgets/2005/04/macosx-10-4/ |access-date=December 5, 2022 |website=Ars Technica |language=en-us |archive-date=December 5, 2022 |archive-url=https://web.archive.org/web/20221205055214/https://arstechnica.com/gadgets/2005/04/macosx-10-4/ |url-status=live }} 10.6 Snow Leopard brought refinements, stability, and full 64-bit support;{{Cite web |last=Siracusa |first=John |date=September 1, 2009 |title=Mac OS X 10.6 Snow Leopard: the Ars Technica review |url=https://arstechnica.com/gadgets/2009/08/mac-os-x-10-6/ |access-date=December 5, 2022 |website=Ars Technica |language=en-us |archive-date=December 5, 2022 |archive-url=https://web.archive.org/web/20221205055212/https://arstechnica.com/gadgets/2009/08/mac-os-x-10-6/ |url-status=live }} 10.7 Lion introduced many iPad-inspired features; 10.10 Yosemite introduced a complete user interface revamp, replacing skeuomorphic designs with iOS 7-esque flat designs;{{Cite web |last=Chester |first=Brandon |date=October 27, 2014 |title=A Look At OS X Yosemite And iOS 8.1 |url=https://www.anandtech.com/show/8629/looking-at-os-x-yosemite-and-ios-81 |access-date=December 5, 2022 |website=AnandTech |archive-date=December 5, 2022 |archive-url=https://web.archive.org/web/20221205060033/https://www.anandtech.com/show/8629/looking-at-os-x-yosemite-and-ios-81 |url-status=live }} 10.12 Sierra added the Siri voice assistant and Apple File System (APFS) support;{{Cite web |last=Cunningham |first=Andrew |date=September 20, 2016 |title=macOS 10.12 Sierra: The Ars Technica review |url=https://arstechnica.com/gadgets/2016/09/macos-10-12-sierra-the-ars-technica-review/ |access-date=December 5, 2022 |website=Ars Technica |language=en-us |archive-date=December 5, 2022 |archive-url=https://web.archive.org/web/20221205060023/https://arstechnica.com/gadgets/2016/09/macos-10-12-sierra-the-ars-technica-review/ |url-status=live }} 10.14 Mojave added a dark user interface mode;{{Cite web |last=Cunningham |first=Andrew |date=September 24, 2018 |title=macOS 10.14 Mojave: The Ars Technica review |url=https://arstechnica.com/features/2018/09/macos-10-14-mojave-the-ars-technica-review/ |access-date=December 5, 2022 |website=Ars Technica |language=en-us |archive-date=September 21, 2022 |archive-url=https://web.archive.org/web/20220921225821/https://arstechnica.com/features/2018/09/macos-10-14-mojave-the-ars-technica-review/ |url-status=live }} 10.15 Catalina dropped support for 32-bit apps;{{cite web |last1=Cunningham |first1=Andrew |title=macOS 10.15 Catalina: The Ars Technica review |url=https://arstechnica.com/gadgets/2019/10/macos-10-15-catalina-the-ars-technica-review/ |website=Ars Technica |access-date=May 7, 2023 |language=en-us |date=October 7, 2019 |archive-date=April 15, 2021 |archive-url=https://web.archive.org/web/20210415133817/https://arstechnica.com/gadgets/2019/10/macos-10-15-catalina-the-ars-technica-review/ |url-status=live }} 11 Big Sur introduced an iOS-inspired redesign of the user interface,{{Cite web |last=Cunningham |first=Andrew |date=November 12, 2020 |title=macOS 11.0 Big Sur: The Ars Technica review |url=https://arstechnica.com/gadgets/2020/11/macos-11-0-big-sur-the-ars-technica-review/ |access-date=December 5, 2022 |website=Ars Technica |language=en-us |archive-date=June 7, 2021 |archive-url=https://web.archive.org/web/20210607133944/https://arstechnica.com/gadgets/2020/11/macos-11-0-big-sur-the-ars-technica-review/ |url-status=live }} 12 Monterey added the Shortcuts app, Low Power Mode, and AirPlay to Mac;{{cite web |last1=Cunningham |first1=Andrew |title=macOS 12 Monterey: The Ars Technica review |url=https://arstechnica.com/gadgets/2021/10/macos-12-monterey-the-ars-technica-review/ |website=Ars Technica |access-date=May 6, 2023 |language=en-us |date=October 25, 2021 |archive-date=August 23, 2022 |archive-url=https://web.archive.org/web/20220823105001/https://arstechnica.com/gadgets/2021/10/macos-12-monterey-the-ars-technica-review/ |url-status=live }} and 13 Ventura added Stage Manager, Continuity Camera, and passkeys.{{cite web |last1=Cunningham |first1=Andrew |title=macOS 13 Ventura: The Ars Technica review |url=https://arstechnica.com/gadgets/2022/10/macos-13-ventura-the-ars-technica-review/ |website=Ars Technica |access-date=May 6, 2023 |language=en-us |date=October 26, 2022 |archive-date=February 4, 2023 |archive-url=https://web.archive.org/web/20230204233336/https://arstechnica.com/gadgets/2022/10/macos-13-ventura-the-ars-technica-review/ |url-status=live }}

The Mac has a variety of apps available, including cross-platform apps like Google Chrome, Microsoft Office, Adobe Creative Cloud, Mathematica, Visual Studio Code, Ableton Live, and Cinema 4D.{{unbulleted list citebundle

|{{Cite web |last=Furno |first=Nicolas |date=September 3, 2021 |title=Apple M1 : les apps optimisées et celles qui ne le sont pas encore |url=https://www.macg.co/logiciels/2020/11/apple-m1-les-apps-pretes-et-celles-qui-ne-le-sont-pas-encore-117707 |access-date=May 6, 2023 |website=MacGeneration |language=fr |ref=none |archive-date=May 6, 2023 |archive-url=https://web.archive.org/web/20230506235550/https://www.macg.co/logiciels/2020/11/apple-m1-les-apps-pretes-et-celles-qui-ne-le-sont-pas-encore-117707 |url-status=live }}

|{{Cite web |last=Berka |first=Justin |date=May 3, 2007 |title=Mathematica 6.0 for Mac brings easy interface creation |url=https://arstechnica.com/gadgets/2007/05/mathematica-6-0-for-mac-brings-easy-interface-creation/ |access-date=May 6, 2023 |website=Ars Technica |language=en-us |ref=none |archive-date=May 6, 2023 |archive-url=https://web.archive.org/web/20230506235539/https://arstechnica.com/gadgets/2007/05/mathematica-6-0-for-mac-brings-easy-interface-creation/ |url-status=live }}}} Apple has also developed several apps for the Mac, including Final Cut Pro, Logic Pro, iWork, GarageBand, and iMovie.{{Cite web |last=Haslam |first=Oliver |date=November 13, 2020 |title=Apple Updates iWork, iMovie, GarageBand, Final Cut Pro And Logic Pro To Support macOS Big Sur And Apple M1 Macs |url=https://www.redmondpie.com/apple-updates-iwork-imovie-garageband-final-cut-pro-and-logic-pro-to-support-macos-big-sur-and-apple-m1-macs/ |access-date=May 6, 2023 |language=en-US |website=RedmondPie |archive-date=May 7, 2023 |archive-url=https://web.archive.org/web/20230507001338/https://www.redmondpie.com/apple-updates-iwork-imovie-garageband-final-cut-pro-and-logic-pro-to-support-macos-big-sur-and-apple-m1-macs/ |url-status=live }} A large amount of open-source software applications run natively on macOS, such as LibreOffice, VLC, and GIMP,{{unbulleted list citebundle

|{{Cite web |last=Wayner |first=Peter |date=October 15, 2009 |title=The best free open source software for Mac OS X |url=https://www.computerworld.com/article/2826407/the-best-free-open-source-software-for-mac-os-x.html |access-date=May 6, 2023 |website=Computerworld |language=en |ref=none |archive-date=May 7, 2023 |archive-url=https://web.archive.org/web/20230507001041/https://www.computerworld.com/article/2826407/the-best-free-open-source-software-for-mac-os-x.html |url-status=live }}

|LibreOffice and VLC are at {{Cite magazine |last=Jancer |first=Matt |title=The 27 Best Mac Apps That Will Make Your Life Easier |language=en-US |magazine=Wired |url=https://www.wired.com/story/best-mac-apps/ |access-date=December 8, 2022 |issn=1059-1028 |archive-date=January 11, 2023 |archive-url=https://web.archive.org/web/20230111153018/https://www.wired.com/story/best-mac-apps/ |url-status=live |ref=none}}

|GIMP is at {{Cite web |last=Girard |first=Dave |date=January 14, 2009 |title=Suite freedom: a review of GIMP 2.6.4 |url=https://arstechnica.com/information-technology/2009/01/gimp-2-6-review/ |access-date=May 6, 2023 |website=Ars Technica |language=en-us |ref=none |archive-date=May 6, 2023 |archive-url=https://web.archive.org/web/20230506235541/https://arstechnica.com/information-technology/2009/01/gimp-2-6-review/ |url-status=live }}}} and command-line programs, which can be installed through Macports and Homebrew.{{Cite web |last=Axon |first=Samuel |date=February 5, 2021 |title=Mac utility Homebrew finally gets native Apple Silicon and M1 support |url=https://arstechnica.com/gadgets/2021/02/mac-utility-homebrew-finally-gets-native-apple-silicon-and-m1-support/ |access-date=December 8, 2022 |website=Ars Technica |language=en-us |archive-date=December 8, 2022 |archive-url=https://web.archive.org/web/20221208183415/https://arstechnica.com/gadgets/2021/02/mac-utility-homebrew-finally-gets-native-apple-silicon-and-m1-support/ |url-status=live }} Many applications for Linux or BSD also run on macOS, often using X11.{{Cite web |title=Introduction to Porting UNIX/Linux Applications to OS X |url=https://developer.apple.com/library/archive/documentation/Porting/Conceptual/PortingUnix/intro/intro.html |access-date=November 12, 2022 |website= |publisher=Apple |archive-date=November 12, 2022 |archive-url=https://web.archive.org/web/20221112015125/https://developer.apple.com/library/archive/documentation/Porting/Conceptual/PortingUnix/intro/intro.html |url-status=live }} Apple's official integrated development environment (IDE) is Xcode, allowing developers to create apps for the Mac and other Apple platforms.{{Cite web |last=Miller |first=Paul |date=March 29, 2018 |title=The Xcode cliff: is Apple teaching kids to code, or just about code? |url=https://www.theverge.com/2018/3/29/17173362/apple-swift-playgrounds-xcode-cliff-ipad-learn-to-code-education |url-status=live |archive-url=https://web.archive.org/web/20211210104937/https://www.theverge.com/2018/3/29/17173362/apple-swift-playgrounds-xcode-cliff-ipad-learn-to-code-education |archive-date=December 10, 2021 |access-date=October 4, 2022 |website=The Verge |language=en-US}}

The latest release of macOS is macOS 15 Sequoia, released on September 16, 2024.{{cite web |last1=Heater |first1=Brian |title=A closer look at macOS Ventura |url=https://techcrunch.com/2022/10/24/a-closer-look-at-macos-ventura/ |website=TechCrunch |access-date=October 26, 2022 |date=October 24, 2022 |archive-date=October 26, 2022 |archive-url=https://web.archive.org/web/20221026091109/https://techcrunch.com/2022/10/24/a-closer-look-at-macos-ventura/ |url-status=live }}

{{Timeline of Mac model families|headerextension=}}

{{Reflist}}

• {{Cite book |last=Hertzfeld |first=Andy |title=Revolution in the Valley: The Insanely Great Story of How the Mac was made |publisher=O'Reilly |year=2004 |isbn=0-596-00719-1 |author-link=Andy Hertzfeld}}
• {{Cite book |last=Isaacson |first=Walter |url= |title=Steve Jobs |title-link=Steve Jobs (book) |publisher=Simon & Schuster |year=2011 |isbn=978-1-4516-4853-9 |edition=1st |location=New York, NY |language=en |author-link=Walter Isaacson}}
• {{Cite book |last=Levy |first=Steven |url= |title=Insanely Great: The Life and Times of Macintosh, the Computer that Changed Everything |date=June 2000 |publisher=Penguin Publishing Group |isbn=978-0-14-029177-3 |language=en |author-link=Steven Levy}}
• {{Cite book |last=Linzmayer |first=Owen W. |url=https://archive.org/details/appleconfidentia0000linz |title=Apple Confidential 2.0: The Definitive History of the World's Most Colorful Company |publisher=No Starch Press |year=2004 |isbn=978-1-59327-010-0 |page= |language=en |access-date=}}
• {{Cite book |last=Malone |first=Michael Shawn |title=Infinite Loop: How the World's Most Insanely Great Computer Company Went Insane |date=1999 |publisher=Currency/Doubleday |isbn=978-0-385-48684-2 |language=en}}
• {{Cite book |last=Mickle |first=Tripp |url= |title=After Steve: How Apple Became a Trillion-Dollar Company and Lost Its Soul |date=May 3, 2022 |publisher=HarperCollins Publishers |isbn=978-0-06-300981-3 |language=en}}
• {{Cite book |last1=Schlender |first1=Brent |url= |title=Becoming Steve Jobs: The Evolution of a Reckless Upstart into a Visionary Leader |title-link=Becoming Steve Jobs |last2=Tetzeli |first2=Rick |publisher=Crown Business |year=2015 |isbn=978-0-7710-7914-6 |language=en}}
• {{Cite book |last=Singh |first=Amit |url= |title=Mac OS X Internals: A Systems Approach |date=June 19, 2006 |publisher=Addison-Wesley Professional |isbn=978-0-13-270226-3 |language=en}}
• {{Cite news |last=Sandberg-Diment |first=Erik |date=January 24, 1984 |title=Hardware review: Apple Weighs In With Its Macintosh |language=en-US |newspaper=The New York Times |issn=0362-4331}}

{{refbegin}}

• {{Cite book |author=Apple Inc. |last2=Raskin |first2=Jef |author-link2=Jef Raskin |year=1992 |title=Macintosh Human Interface Guidelines |publisher=Addison-Wesley Professional |isbn=0-201-62216-5}}
• {{Cite book |last=Deutschman |first=Alan |date=2001 |title=The Second Coming of Steve Jobs |url= |publisher=Broadway Books |isbn=978-0-7679-0433-9 |language=en}}
• {{Cite web |last=Hertzfeld |first=Andy |author-link=Andy Hertzfeld |title=The Original Macintosh |url=http://folklore.org/index.py |url-status=dead |archive-url=https://web.archive.org/web/20060424131847/http://www.folklore.org/index.py |archive-date=April 24, 2006 |publisher=folklore.org |access-date=April 24, 2006}}
• {{Cite book |last=Kahney |first=Leander |title=The Cult of Mac |title-link=The Cult of Mac |publisher=No Starch Press |year=2004 |isbn=1-886411-83-2 |author-link=Leander Kahney}}
• {{Cite book |last=Kawasaki |first=Guy |author-link=Guy Kawasaki |year=1989 |title=The Macintosh Way |url=https://archive.org/details/macintoshway00kawa |publisher=Scott Foresman Trade |isbn=0-673-46175-0}}
• {{Cite book |last=Kelby |first=Scott |author-link=Scott Kelby |year=2002 |title=Macintosh... The Naked Truth |url=https://archive.org/details/macintoshnakedtr00scot |publisher=New Riders Press |isbn=0-7357-1284-0}}
• {{Cite web |last=Knight |first=Dan |year=2005 |title=1984: The First Macs |url=http://lowendmac.com/1984/1984-the-first-macs |url-status=live |archive-url=https://web.archive.org/web/20160228025246/http://lowendmac.com/1984/1984-the-first-macs |publisher=Low End Mac |archive-date=February 28, 2016 |access-date=April 24, 2006}}
• {{Cite book |last=Kunkel |first=Paul |url=https://archive.org/details/apple-design |title=AppleDesign: The Work of the Apple Industrial Design Group |date=1997 |publisher=Graphis Incorporated |isbn=978-1-888001-25-9 |language=en}}
• {{Cite web |last=Singh |first=Amit |year=2005 |title=A History of Apple's Operating Systems |url=http://osxbook.com/book/bonus/chapter1/pdf/macosxinternals-singh-1.pdf |url-status=dead |archive-url=https://web.archive.org/web/20060805104617/http://www.osxbook.com/book/bonus/chapter1/pdf/macosxinternals-singh-1.pdf |archive-date=August 5, 2006 |access-date=April 24, 2006 }}

{{refend}}

{{Commons|Apple Macintosh}}

• {{Official website|https://www.apple.com/mac/}}

{{Apple Inc.}}

{{Apple hardware before 1998}}

{{Apple hardware since 1998}}

{{Apple operating systems}}

{{Classic Mac OS}}

{{macOS}}

{{Authority control}}

Macintosh computer

Category:Computer-related introductions in 1984

Category:Apple computers

Category:Steve Jobs