How Did Apple Get So Big?

The Story Behind Apple's Success

On August 2, 2018, Apple made history by becoming the first publicly traded U.S. company to be valued at $1 trillion, as measured by market capitalization.1 In August of 2020, the company broke records again by becoming the first U.S. company to reach a $2 trillion market cap.2 Apple (AAPL) hovered just below that level as of early October 2020.

SUMMARIES IN POINTS-

• Steve Jobs and Steve Wozniak co-founded Apple in 1977, introducing first the Apple I and then the Apple II.
• Apple went public in 1980, but Jobs eventually left—only to triumphantly return several years later.
• Apple's success lies in a strategic vision that transcended simple desktop computing to include mobile devices and wearables.
• Both performance and design are key drivers of the Apple brand and its ongoing success.