Apple

Apple: integrated devices, entertainment, and services

Apple is a technology company that designs and sells consumer electronic devices, software, and digital services. Its catalog spans established product lines such as iPhone, iPad, Mac, Apple Watch, Apple Vision, AirPods, and Apple TV, as well as a wide range of accessories and proprietary apps.

Devices and product lines

The hardware lineup includes Mac computers (MacBook Air, MacBook Pro, iMac, Mac mini, Mac Studio, and MacBook Neo), iPad tablets (iPad Pro, iPad Air, iPad, and iPad mini), iPhone phones (iPhone 18 Pro, iPhone Air, iPhone 17, iPhone 17e, and iPhone 16), Apple Watch watches (Series 12 and Ultra 4), and AirPods headphones. It also sells accessories such as Apple Pencil, iPad keyboards, cases, screen protectors, MagSafe wireless chargers, cables, Studio Display and Studio Display XDR monitors, and Mesh Wi-Fi network components.

Entertainment services and subscriptions

The company operates an ecosystem of content and wellness services that includes Apple One, Apple TV, Apple Music, Apple Arcade, Apple Fitness+, Apple News+, Apple Podcasts, Apple Books, and the App Store. The Apple TV platform offers live sports broadcasts, such as Formula 1 and MLS, as well as original series, documentaries, and shows. The Apple Arcade catalog includes titles such as Hello Kitty Island Adventure, PowerWash Simulator, and Balatro+.

Purchase, financing, and trade-in programs

Apple offers programs such as Apple Upgrade, a device leasing system available in the United States (excluding territories), managed by Klarna and subject to credit approval. It also offers Apple Trade In to trade in used devices, financing, Certified Refurbished, and Apple Gift Cards. The Apple Card, issued by Goldman Sachs Bank USA, lets users earn up to 3% Daily Cash on purchases and is available only to qualifying applicants in the United States.

Customer service and support

The company provides technical support through AppleCare, the Genius Bar, manuals, and discussion forums for each product line. In-store services include Today at Apple, Group Reservations, Apple Camp, personal setup, and in-store pickup. For general inquiries, Apple provides the number 1-800-MY-APPLE (1-800-692-7753).

Solutions for business, education, and the public sector

Apple develops specific programs for different areas: Apple and Business and Shop for Business for companies; Apple and Education, Shop for K-12, and Shop for College for the education sector; Apple and Healthcare for the healthcare sector; and Apple and Government, Shop for Veterans and Military, Shop for State and Local Employees, and Shop for Federal Employees for the public sector. It also offers solutions for developers, such as macOS for Developers, iOS for Developers, and Apple Arcade for Developers.

Corporate values and areas of innovation

The company states areas of work in accessibility, education, environment, inclusion and diversity, privacy, racial equity and justice, and supply chain innovation. It also maintains initiatives such as Apple Intelligence and Siri, augmented reality, iCloud, Apple Pay, Apple Health, Apple CarPlay, and Find My.