How apple all started

Set up your iPhone, iPad, or iPod touch

Learn how to set up your iPhone, iPad, or iPod touch.

If you’re switching to a new device

If you want to transfer your information from another device to your new iPhone, iPad, or iPod touch, follow these steps:

Make sure that you back up your previous iOS device so that you can transfer the content to the new device.

If you’re setting up your first iOS device

If you already set up your new device but want to start over, learn how to erase your iPhone, iPad, or iPod touch.

Otherwise, follow these steps:

Turn on your device

Press and hold the device’s power button until you see the Apple logo. You’ll then see «Hello» in many languages. Follow the steps to get started. If you’re blind or have low vision, you can turn on VoiceOver or Zoom from the Hello screen.

When asked, choose your language. Then tap your country or region. This affects how information looks on your device, including date, time, contacts, and more. At this point, you can tap the blue accessibility button to set up Accessibility Options that can optimize your setup experience and the use of your new device.

If you have another device, use Quick Start

If you have another device, you can use it to automatically set up your new device with Quick Start. Bring the two devices close together, and then follow the instructions.

If you don’t have another device, tap «Set Up Manually» to continue.

Activate your device

You need to connect to a Wi-Fi network, a cellular network, or iTunes to activate and continue setting up your device.

Tap the Wi-Fi network that you want to use or select a different option. If you’re setting up an iPhone or iPad (Wi-Fi + Cellular), you might need to insert your iPhone SIM card or iPad SIM card first.

Set up Face ID or Touch ID and create a passcode

On some devices, you can set up Face ID or Touch ID. With these features, you can use face recognition or your fingerprint to unlock your device and make purchases. Tap Continue and follow the instructions, or tap «Set Up Later in Settings.»

Next, set a six-digit passcode to help protect your data. You need a passcode to use features like Face ID, Touch ID, and Apple Pay. If you’d like a four-digit passcode, custom passcode, or no passcode, tap «Passcode Options.»

Restore or transfer your information and data

If you have an iCloud backup or a backup made from your computer or an Android device, you can restore or transfer your data from your old device to your new device.

If you don’t have a backup or another device, select Don’t Transfer Apps & Data.

Sign in with your Apple ID

Enter your Apple ID and password, or tap «Forgot password or don’t have an Apple ID?» From there, you can recover your Apple ID or password, create an Apple ID, or set it up later. If you use more than one Apple ID, tap «Use different Apple IDs for iCloud and iTunes?»

When you sign in with your Apple ID, you might be prompted for a verification code from your previous device.

Turn on automatic updates and set up other features

On the next screens, you can decide whether to share information with app developers and allow iOS to update automatically.

Set up Siri and other services

Next, you’ll be asked to set up or enable services and features, like Siri. On some devices, you’ll be asked to speak a few phrases so that Siri can get to know your voice.

If you signed in with your Apple ID, follow the steps to set up Apple Pay and iCloud Keychain.

Set up Screen Time and more display options

Screen Time gives you insight into how much time you and your kids spend on your devices. It also lets you set time limits for daily app use. After you set up Screen Time, you can turn on True Tone if your device supports it, and use Display Zoom to adjust the size of icons and text on your Home screen.

If you have an iPhone X or later, learn more about using gestures to navigate your device. If you have an iPhone with a Home button, you can adjust the click for your Home button.

Finish up

Tap «Get Started» to begin using your device. Make a safe copy of your data by backing up, and learn about more features in the user guide for your iPhone, iPad, or iPod touch.

Information about products not manufactured by Apple, or independent websites not controlled or tested by Apple, is provided without recommendation or endorsement. Apple assumes no responsibility with regard to the selection, performance, or use of third-party websites or products. Apple makes no representations regarding third-party website accuracy or reliability. Contact the vendor for additional information.

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Use Quick Start to transfer data to a new iPhone, iPad, or iPod touch

Set up your new iOS device automatically using an iPhone, iPad, or iPod touch.

Set up your new device with Quick Start

Quick Start occupies both devices, so make sure that you choose a time when you won’t need to use your current device for several minutes.

1. Turn on your new device and place it near your current device.
2. A screen appears on your current device that offers the option of using your Apple ID to set up your new device. Make sure that it’s the Apple ID that you want to use, then tap Continue. If you don’t see the option to continue on your current device, make sure that Bluetooth is turned on.
3. Wait for an animation to appear on your new device. Hold your current device over the new device, then center the animation in the viewfinder.
4. Wait for a message that says Finish on New [Device]. If you can’t use your current device’s camera, tap Authenticate Manually, then follow the onscreen steps.
5. When asked, enter your current device’s passcode on your new device. Then follow the instructions to set up Face ID or Touch ID on your new device.
6. When you see the Transfer Data from [Device] screen, tap Continue to begin transferring your data from your previous device to your new device. Or you can tap Other Options to transfer apps, data, and settings from your most recent iCloud backup or transfer from a backup on your computer.

Keep your devices near each other and plugged in to power until the data migration process is complete. Transfer times can vary based on factors such as network conditions and the amount of data being transferred.

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Mac startup key combinations

Learn about the Mac features and tools that you can access by holding down one or more keys during startup.

On a Mac with Apple silicon

Turn on your Mac with Apple silicon and continue to press and hold the power button until you see the startup options window. From there you can start up from a different disk, start up in safe mode, use macOS Recovery, and more. Learn more about these options, including macOS Recovery.

On an Intel-based Mac

To use any of these key combinations, press and hold the keys immediately after pressing the power button to turn on your Mac, or after your Mac begins to restart. Keep holding until the described behavior occurs.

• Command (⌘)-R: Start up from the built-in macOS Recovery system. Or use Option-Command-R or Shift-Option-Command-R to start up from macOS Recovery over the internet. macOS Recovery installs different versions of macOS, depending on the key combination you use. If your Mac is using a firmware password, you’re prompted to enter the password.
• Option (⌥) or Alt: Start up to Startup Manager, which allows you to choose other available startup disks or volumes. If your Mac is using a firmware password, you’re prompted to enter the password.
• Option-Command-P-R:Reset NVRAM or PRAM. If your Mac is using a firmware password, it ignores this key combination or starts up from macOS Recovery.
• Shift (⇧): Start up in safe mode. Disabled when using a firmware password.
• D: Start up to the Apple Diagnostics utility. Or use Option-D to start up to this utility over the internet. Disabled when using a firmware password.
• N: Start up from a NetBoot server, if your Mac supports network startup volumes. To use the default boot image on the server, press and hold Option-N instead. Disabled when using a firmware password.
• Command-S: Start up in single-user mode. Disabled in macOS Mojave or later, or when using a firmware password.
• T: Start up in target disk mode. Disabled when using a firmware password.
• Command-V: Start up in verbose mode. Disabled when using a firmware password.
• Eject (⏏) or F12 or mouse button or trackpad button: Eject removable media, such as an optical disc. Disabled when using a firmware password.

If a key combination doesn’t work at startup, one of these solutions might help:

• Press and hold all keys in the combination together, not one at a time.
• Shut down your Mac. Then press the power button to turn on your Mac. Then press and hold the keys as your Mac starts up. You might need to wait a few seconds before pressing the keys, to give your Mac more time to recognize the keyboard as it starts up. Some keyboards have a light that flashes briefly at startup, indicating that the keyboard is recognized and ready for use.
• If you’re using a wireless keyboard, plug it into your Mac, if possible. Or use your built-in keyboard or a wired keyboard. If you’re using a keyboard made for a PC, such as a keyboard with a Windows logo, try a keyboard made for Mac.
• If you’re using Boot Camp to start up from Microsoft Windows, set Startup Disk preferences to start up from macOS instead. Then shut down or restart and try again.

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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.   In August of 2020, the company broke records again by becoming the first U.S. company to reach a $2 trillion market cap.   Apple (AAPL) hovered just below that level as of early October 2020.

Since 2010, Apple has been one of the most valuable companies in the world.   It stayed at or near the top for many years after that.   The reason Apple is so highly valued is simple on the surface: the company makes popular products with generous margins. However, a curious reader who digs a little deeper will find mistakes, overthrown CEOs, and much more. In this article, we’ll look at the story behind Apple’s success.

Key Takeaways

• 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.

From Apple I to Steve Jobs 2.0

Understanding why Apple became so successful requires looking back at its origins and history. From the first Apple computer (the Apple I, which was just a motherboard without a monitor or keyboard) to the latest iWatch, here is a brief overview of the chronology of Apple’s innovative products.

Apple, founded by Steve Jobs and Steve Wozniak, started out in the business of kit computers with the Apple I.   This initial production run is popular as a collectible now. However, it will mainly be remembered for helping the company get enough capital to build the Apple II in 1977—the same year Apple officially incorporated.   Wozniak primarily built both these computers, and Jobs handled the marketing side. 

The Apple II drove the company’s revenue until the mid-1980s, despite the hardware remaining largely the same. Apple attempted updates like the Apple III and the Apple Lisa, but these failed to catch on commercially. Although the Apple II was still selling, Apple as a company was in trouble when the 1980s began.

The 1984 release of the Macintosh was a leap forward for Apple. However, in the intervening years between the Apple II and the Macintosh, IBM had caught up. Disappointing revenues from the Macintosh and internal struggles for control led to Apple’s board dismissing Jobs in favor of John Sculley (some sources say Jobs decided to leave). 

In any case, Jobs worked on NeXT Inc. after leaving Apple. Under Sculley, Apple started growing its product lines.

Sculley served as Apple’s CEO until 1993.   During those years, Apple enjoyed strong growth. It created new products, including laser printers, Macintosh Portable, PowerBooks, the Newton, and much more. Apple products continued to sell at a premium, so the margins were generous for Apple and led to strong financial results. During the same period, however, cheaper computers running Windows were serving a far larger middle market, while Windows also benefited from powerful Intel processors. By comparison, Apple seemed to be stalling.

Two CEOs, Michael Spindler and Gil Amelio, failed to turn the tide against the relentless spread of systems running Microsoft operating systems.   Microsoft’s new operating system, Windows, was becoming the industry standard, and the Apple Macintosh was showing signs of age. Amelio eventually set about addressing some of these issues by buying NeXT Inc.—the company run by none other than Apple founder Steve Jobs.

The Second Chance CEO

From the Macintosh onward, Apple has either been a reflection of or a reaction to Steve Jobs. In the Macintosh, Apple was trying to create a machine that made computing simple and enjoyable. In particular, Jobs was out to create a user experience that would convince everyone to buy a Mac.

Jobs believed a truly revolutionary product couldn’t depend on customers’ needs and wants. He thought customers could not understand the value of a product until they were actually using it. Unfortunately, Jobs was ahead of his time in 1985—precisely 12 years ahead of his time.

When Jobs overthrew Amelio and took Apple’s reins once more in 1997, the hardware had caught up to his vision for all things digital. He launched the iMac with a strong marketing campaign featuring the «Think Different» slogan. Although Jobs is often given credit for spending the money and time on marketing, excellent marketing and branding have always been key to Apple’s growth. The real difference between the iMac and all the products preceding it was the beauty and design.

It was not a tower and monitor setup like every other PC on the market. The iMac almost looked like a racer’s helmet photographed at speed, a colorful blur sweeping back from the screen. In 1998, the iMac was the most aesthetically pleasing machine on the market. It was the computer no one knew they wanted until they saw it. It was elegant and, thanks to the OS upgrade, it was user-friendly.

The iEcosystem

The iMac was just the start as Apple released a string of hit products that reflected the new focus on elegance and user experience. These included the iBook, the iPod, the iPhone, the MacBook Air, and the iPad. The iPod became the category killer in MP3 players, and the iPhone essentially launched and then dominated the smartphone market. The iPad then somehow convinced millions of people that they needed yet another screen to consume content.

All these devices were perceived as being better in quality—and certainly in design—than competing products. Jobs was relentless on design and indoctrinated the entire culture of Apple into the art of design.

The other point he brought Apple back to in his second tenure is the ease of use. After a few minutes of using the wheel on an iPod or tapping icons on an iPad, these new forms of control became part of the simplicity that makes Apple appealing. Now every product update from Apple is anticipated by the media and the general public, in addition to the fans that the company had from the start.

More importantly, all of these products moved Apple into a new business model of creating a tight ecosystem of hardware, software, and content. Apple didn’t create iTunes to be a simple program for users to transfer MP3s onto iPods, as was the case with many other manufacturers’ offerings. Instead, the company attacked the concept of an album by breaking them into songs that would be sold individually at a fraction of the whole album’s price.

The same process took place with software. Many popular computer functions could be done on Apple’s mobile devices using stripped-down apps—available, of course, on Apple’s App Store.

Being the first big mover into many of these markets, Apple built the stadium and set the rules for the game. When you pay for books, movies, apps, or music on an Apple device, Apple gets a cut. Of course, this business doesn’t generate as much revenue as selling an iPhone or an iPad, where the markup is much more generous.

That said, it is the content you buy through Apple that locks many people into buying Apple again when their i-devices get old. So the content part of the ecosystem pays off for Apple in the short-term and the long-term. Once you migrate to Apple because of the design or the simplicity, it is the integration with your content that keeps you there.

The Post-Jobs Era

Steve Jobs died in 2011 of pancreatic cancer.   Serving as CEO until shortly before his death, Steve Jobs turned the reins of the company over to Tim Cook.   The post-Jobs era at Apple has nonetheless been a success by most measures. Apple continued to be the dominant tech company in both market share and stock price.

Some analysts feel that without Jobs as the creative force, Apple has become solely iterative in its tech releases rather than transformative. The major release of the post-Jobs era has been the Apple Watch. The firm also created Apple TV devices and launched the Apple TV+ streaming video-on-demand service to go with it.

In the absence of a groundbreaking new product, Apple is heavily reliant on the iPhone’s production cycle to power its financial success. Critics say that without Steve Jobs at the helm, Apple has lost its innovative edge in recent years and is riding on its brand to drive sales.

The company still produced some of the best products with the most integrated ecosystem. However, the gap between Apple and competitors like Samsung and Google was no longer as pronounced as it once was. Indeed, companies like Samsung were increasingly poised to take the lead when it comes to product innovation in some categories.

Apple in the 20s

Apple’s market capitalization reached new highs in 2020, as the company enjoyed some successes and set new goals for the future. The company’s revenue from wearable technology, such as the Apple Watch, set new records. Apple’s revenue from services also rose to record highs during the 2020 crisis, as contactless payment options like Apple Pay became more popular.

Apple also announced two major changes to the Mac in 2020. First, Apple is transitioning the Mac away from Intel processors to its own custom-designed chips. Apple’s new processors are based on the ones used in iPhones and iPads, making them more energy-efficient. The new chips have the potential to give Apple’s laptops longer battery life and more processing power than PCs.

Secondly, Apple is changing the macOS so that developers can make iOS and iPadOS apps run on the Mac without modifications. That will dramatically expand the number of apps available on the Mac and make it more competitive with PCs.

The Bottom Line

There is a fairly good chance that you are reading this article either on an Apple device or with one near you. Maybe you are doing it on a MacBook Air while listening to an iPod touch and occasionally glancing at the newest Apple Watch for alerts from your iPhone. The reason behind that—and behind Apple’s success—is that its devices are beautiful to look at and a pleasure to use. That’s why the company has such a powerful brand and lofty stock valuation.

The marketing helps, and the media and fan frenzy never hurt. However, it is the quality of the products that drive Apple’s success. Add to this the iEcosystem that makes it much easier to stay with Apple than try something new, and you have a company with what Warren Buffett called an economic moat. It should not be surprising that Buffett invested heavily in Apple.

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