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The graphical user interface.
They don’t invent it (xerox PARC did), but Apple correctly identified that the user experience of existing computer systems was holding it back from being a thing everyone owns, and made computers a bad fit for many types of work that seem extremely obvious now (digital media creation particularly)
They did this more or less again with the smartphone: business folks and super nerds were the smartphone market before Apple. Now it’s the average person’s computer.
The graphical user interface.
A million times this. Not only did they popularize the ideas, but MacOS's UI design was so ahead of its time that it's barely changed since then. It was by far the most polished operating system at the time. Old Apple actually was innovating while the market was kind of stagnant.
This screenshot was in 2007. The competition was Windows Vista. It's a night and day difference. I had this version of the iMac at the time and was super impressed, even if I did switch back to Windows a couple of years later. Looking back at it, it still looks quite "modern".
Just to piggy back on this comment, OSX was released before 9/11 and windows XP, so Microsoft was still selling Windows ME at the time! Aside from the desktop backgrounds looked very similar.
I've got an '08 iMac with this version of MacOS, El Capitan I believe. Going from that to my 2019 M1 MBP running Sonoma is really no different. Sure there's features missing but I can still sync my notes and the few other Apple things I actually use between the two.
Plus my iPods can still sync with both devices, they just moved iPod into Finder in the new versions.
and i think in general, their attempt to really focus on user experience first always seemed to define their business.. trying to make things that people would WANT to use was what made Jobs and Apple stand out.. other brands were better known for performance, for example..
Exactly. They innovated
I could probably go on for a while. The thing is that everything in tech is an iteration: almost nothing is completely new. Apple has consistently applied design and usability to revolutionize many different areas of tech. It is true innovation with real change and huge impact
Jobs really wanted to make tech usable for the mainstream. Just look at the first iPod all the other MP3 players at the time were for the geeks and music nerds. They were clunky, had ugly geek esthetics and the software was hard to use for most people. And the non techies had no idea where to get mp3s. The iPod together with the iTunes Store really sold the MP3 player to the masses.
There's an old saying in computing. "you improve usability by taking away options and features" apple didn't necessarily invent this mindset. But they perfected it.
They took BSD, a security focused, but not very user friendly, offshoot of Linux/unix and made it "popular" by adding several layers of polish and doing a lot of the configuration work for you and made it osx. This was a time when Linux usability/management on the personal/newbie scale was garbage. If you wanted to install a certain distro of *nix, you better make sure you have supporting hardware and the right up to date tutorial, which is managed by an unknown volunteer, which was usually some person bored on the weekend a few months ago and never updated, they've made *nix installation and management a lot better though recently.
They also did this with music. People used to have large collections of unorganized mp3s in the early 00s, unless you were really anal and had a lot of time in your hands, because you were likely downloading them from several different illegal places, and legally buying mp3s were all over the place. You could buy the album off this weird obscure website that you didn't want to trust with your CC information, because there were a lot of mom and pop music stores online. Then apple brought out iTunes and allowed both buying and managing (and eventually upgrading, traveling around with) music to be dead simple.
For smartphones, they stole a LOT from BlackBerry, but they took it to the next level. Blackberry had email, a private messaging network, and mobile web scrolling waayyyy before anyone. And so many people loved it so much that even Obama famously didn't want to give his up when he took office. Then apple came out with the iPhone, and blew it away with a bigger screen and again, a lot more polish.
Innovation happens in small steps over years. Apple didn't invent mobile phones, smart phones, tablets, or computing, they didn't invent security, encrypted audio/video calls, or music management. They've done a lot of crappy stuff, and they charge super high amounts of money for less than state of the art hardware. Their innovation could be summed up by this profound statement I remember a friend said to me once around 2003/4.
"Osx, because making Linux pretty was easier than fixing Windows"
Came here to say something similar about touchscreens on phones. It's probably the most impactful innovation they've had, and ever will have imo. I can't ethically support Apple as a company and I haven't owned an apple product since the first iPod touch, but they absolutely deserve credit for this one.
Even if they didn't invent the touch screen, or even the touchscreen phone, they certainly figured out how to perfectly integrate touchscreens into mobile devices a fluid and intuitive user interface which served as a canvas on which to build pretty much anything you wanted in the form of a mobile app (a $200B+ industry which the iPhone absolutely catalysed the explosive growth of).
It arguably even began a significant change in the course of modern human interaction, due to how much more versatile and therefore more commonly used mobile phones with a similar UI basis became since then; because of that, increasingly popular social media platforms now had a new way to provide use for their platform (via mobile apps) on a device that pretty much everyone now had with them all the time. I don't think it's coincidence that social media use saw such substantially explosive growth soon after the iPhone and subsequent "copycats" were on the market.
So their innovation here was really the first step in a number of global paradigm shifts. It was just such a monumentally impactful step forward. Because of this I genuinely think that the iPhone is almost guaranteed to be in history books for centuries, like the printing press or the light bulb.
For clarity, BlackBerry devices still loaded “mobile” websites, aka “WAP” sites. The iPhone’s innovation was figuring out a way to allow browsing of full, normal web pages. By displaying the full page and using the touchscreen features to zoom in and out, it made every page out there almost instantly usable on mobile.
Also standardizing hardware. Part of the iPhones success was that developers had to develop for A phone, singular. There were a lot of cool palm programs and whatnot, but having a single hardware set to bug-smash had to be a big part of making the app-market go into hyper drive.
I don't own a single apple product, but credit where credit is due.
The document-centric model of desktop applications largely originates from the early Mac. How do you open a document in a desktop OS? You double-click on the document, and the OS finds the correct application to open it with. That was a Mac thing. On most other systems of the mid-1980s, you run your application program (from the command line) and then tell the program to load a file.
Applications as "bundles" of code and data was a Mac thing too, starting with the resource/code division in the classic Mac System. Rather than an application coming with a mess of directories of libraries and data files, it's all bundled up into a single application file that can contain structured data ("resources") for the GUI elements. On a classic Mac, you could load an application program up in ResEdit and modify the menus, add keyboard shortcuts, and so on, without recompiling anything.
The Apple Newton had data persistence of a sort that we now expect on cloud applications like Google Docs. Rather than "saving" and "loading" files, every change was automatically committed to storage. If you turn the device off (or it runs out of battery power), you don't lose your work.
Other systems did have double-click, and app bundles (which I still think are just fantastic) were a NeXT thing. (which of course became Apple, but they weren't at the time). But yeah, Apple way refined and brought those to a mass market.
app bundles (which I still think are just fantastic) were a NeXT thing.
App bundles were just a better implementation of resource forks, which were invented by Apple and pre-dated NeXT.
(which of course became Apple, but they weren’t at the time)
NeXT was founded by people who worked at Apple (not just Steve) and they were largely put in charge when they came back to Apple. I wouldn't call them separate companies. Just a weird moment in the history of the company. A lot like what just happened at OpenAI.
Polish.
It useless to be first if that product isn’t reliable, sustainable, practical. Apple adds polish to other concepts to make them usable by the vast majority of people.
Laptops existed…..with weird keyboard layouts and mice that were afterthoughts. PowerBook pioneered the keyboard forward design that every laptop now has.
Smartphones existed……incredibly limited, weird UI, awkward input, targeted at businesses instead of regular people. iPhone changed everything so much that every other design died.
Collecting different innovations and figuring how to combine them in a way that is practical and sellable is their continuous innovation.
The iPhone. It was revolutionary when it came out.
It literally created the modern smartphone market. The Palm Pilots and Blackberries of the day couldn't compare: the iPhone had a FULL BROWSER. It was insane. The team developing Android saw the iPhone and had a real "holy shit" moment, they had to go back to the drawing board and completely start over in order to compete.
Full browser might be an overstatement. It was still a web full of Flash at that time. And it caused a pretty major limitation on the browser. If there wasn't an app available, you were often SOL. I do think it sped up the demise of Flash on the web considerably.
I do think it sped up the demise of Flash on the web considerably.
That's unironically an innovation right there
If you define innovate as invent something from scratch, then they did not innovate anything. Everything they've done has existed prior to them doing it. But under Steve they took those inventions and made them more usable and appealing to the common man.
That's their strength really. Make stuff easier and more enjoyable to use.
Unfortunately that has led to lock-in in order to hold onto customers. Yes, they give you convenience but you're bound to their products.
I first realised this when I had an Apple Watch and iPhone 7, then sold my iPhone and got an Android phone and the Watch became useless. Even though I had 3 Mac's and an iPad Pro, they couldn't work with Watch. You HAD to have an iPhone.
So I sold the Watch.
Then I paved over MacOS with Linux and I'm happy. Free to use whatever, whenever, however I want to, and added YEARS to the life of my mac's which both had come to the end of support of MacOS.
My 2015 MacBook Pro and 2012 Mac Mini would be useless now if I was running OSX/MacOS and many apps wouldn't be supported or even work. New apps definitely wouldn't be supported because Mac Devs love to drop support for older versions.
On Linux they run great! Fast, fluid, can run any latest app no problem. I think Linux has probably added at least 10 years into the life of these machines.
Apple is good at making existing tech usable by people who don't have time to bother learning the new tech.
I don't think I'm going to be that guy, but also not one of the fanboys/haters.
Apple were pretty significant in the development of both FireWire and USB. They were also pretty crucial in driving the adoption of USB with the iMac. Most PC motherboards at the time had a set of jumpers for USB, but you had to buy the actual ports, which took up an expansion slot on the back, and connect them to the motherboard. It was a huge pain in but as the jumpers were censor-specific so had to look at all the specs and buy the right connector. Some aftermarket cases had USB ports on the front/back, but again you had to buy the right connector for your mobo. So everyone kept using serial/PS2/parallel. So peripheral makers weren't making any devices either. When Apple released the iMac, they got rid of all of those other ports and only had USB. All of a sudden you started seeing USB keyboards, mice, CD/DVD drives, etc..
Designing phone ui for fingers first. While there were many other touch phones, many of which could be used with your finger(especially if you were a hipster, you could modify them to be more finger friendly), their ui was primarily designed for stylus use. This is a huge point that basically defined the OS and app design for the next 15 years.
Making capacitive screen popular. Before iphones, almost all(all?) phones had resistive touch screen, which required you to actually push your finger on the screen to do stuff. This was fine with stylus, less fine with finger. Capacitive worked with the lightest touch, which gave a smoother user experience.
Made multitouch mainstream and a core part of touch interface. Again, older touchscreen phones were mostly made to be used with a stylus, so multitouch wouldnt make much sense.
It is important to note that one of the reasons apple succeeded was because nokia was too stubborn and late to adopt and promote touchscreen phones. Thats why while nokia was the phone bid dog of that day, users had turned to sony ericsson(SE) for their flagship, touchscreen phones.
And for 5 years before the iphone, people were using phones like the p800, that had a large touchscreen and even a removable keyboard for that full touchscreen experience. SE had taken nokia's symbian OS and made it more touch friendly. Nokia continued releasing super capable(great cameras, video, fm radio, etc) but non touchscreen phones or with a small touchscreen for years after that, allowing SE to dominate that market. For example nokia released the 6600, which was a great phone but didnt have a touchscreen and its screen was small in comparison to SE's touchscreen flagships.
The first iphone had a terrible camera and couldnt even film videos. Something that other "smart" phones could do for many years. The first iphone didnt have third party apps. Competitive smart phones had had apps for over a decade. The first iphone wasnt 3g, couldnt share stuff over bluetooth, etc. It was a pretty but pretty stupid phone in comparison to the competition.
But over time, apple kept improving, catching up and often surpassing competition in every aspect. I remember when iphones had shitty resolution and when apple caught up, they advertised it as retina display. Nowadays, iphones are the best or almost the best in everything. Now if only apple gave 120hz refresh on base iphones and a faster charging rate. And werent closed garden assholes.
Apple is one of the companies behind the USB standard. There are other major companies (especially Intel) but they often make really stupid decisions and I don't think the world would be using USB today if it wasn't for Apple coming on board and doing some really awesome work. USB-C for example was designed by Apple. And Thunderbolt - another Intel project - was pretty much exclusive to Apple hardware... and it's rumoured that Apple pushed intel hard to make serious improvements such as using copper instead of fibre optic and including it modern USB standards (thunderbolt, if you don't know, is basically PCI-E over a USB cable - it works so much better than a regular USB connection the only drawback is it costs slightly more).
They took KHTML, a niche rendering engine that nobody had heard of which didn't work for major websites... and made it into the foundation that backs every browser except FireFox.
The ARM CPU architecture was technically an independent company, but Apple provided nearly all their funding in the early days, provided ongoing funding for decades before they did anything interesting, and ARM's founding CEO was an Apple employee.
Most of the best programming languages in the world, especially modern ones but even some old ones that have been re-architected, depend on LLVM which, while it's an open source project, for many years was exclusively worked on by Apple (who hired the university student that started it as a side project and gave him an unlimited budget to make it what it is today).
They figured out how to make touch screen phones work. It existed before, but it was shit - in particular typing was unusable and while it wasn't as good on the first iPhone as it is today it was Apple who was the first to find a way to make it "good enough" and that was some seriously innovative stuff. It looks like a tiny keyboard with touch buttons but that is not what's going on under the hood. It's far more complex.
Going forward - the Vision Pro headset has some pretty awesome innovations.
I could go on, but you get the picture. A really common theme is they took something that already existed (e.g. the mouse) and figured out how to actually make it good enough for people to adopt it. It takes a lot of R&D to develop something as comprehensive as, for example, the HIG:
Could someone else have achieved those innovations? Sure. If ARM/Apple didn't do it... I'm sure someone else would have figured out how to make a fast processor that could run all day on a battery small enough to wear on your wrist. But with that and so many other things, Apple's work was critical (a lot of that was software, not hardware - for example technology like ARC was critical to reach acceptable levels of efficiency). Somebody else would have done it eventually, but I'd argue Apple made it happen decades earlier than it otherwise would have. And once they proved it could be done, others coped them. Which is awesome - as Steve Jobs loved to quote Picasso "good artists copy; great artists steal" and said they do it shamelessly and expect their competitors to do the same... as long as they don't steal branding. That's when Apple's legal team gets fired up - as they did with the early Samsung phones where everything, even the icons on the home screen which could have easily been unique, looked like an iPhone.
The insane amounts of vertical integration that they’ve become known for. They can do really interesting and fascinating things with a bunch of very low-level/hardware-oriented optimization that simply isn’t possible unless you have full control of and visibility into ALL the hardware and software that goes into your devices.
I give Apple indirect credit for touch-screen keyboards. I don't think they invented them, but their marketing of the iPhone resulted in mass adoption regardless of how good/bad the on-screen keyboard was. And that created market research that led to the significantly better ones we have now.
I remember using one on an original iPhone for a few minutes and thinking I'd never waste my money on it--it was so unpleasant to use that it sullied the whole experience for me. Finally gave in somewhere around 2013 when they had gotten usable and there were multiple options.
Target display mode let you plug another computer into your iMac, hit a key sequence, and use your iMac as an external display.
Target disk mode let you hold a key sequence at boot and use your Mac like an external hard disk.
Force Touch is something I am not sure that was ever done outside ~the Mac~ Apple. I still love how the trackpad isn't really a click, but a haptic tap that can occur at a configurable pressure, and does not occur at all when the device is powered off.
LiDAR in a consumer device was unheard of when it came out with the iPad Pro. At the time it came out, I was working in a lab where we used $160k velodyne LiDAR devices. To have one in a $1k tablet was amazing.
The Ipod interface. Making people move their fingers on a circle for explore menus was innovative.
I might be missing a lot but I feel the iPhone was a complete market segment they created themselves. Android followed a year later.
They also created the tablet market a year or two later.
They also set the trend of earbuds we have nowadays.
Removed headphone jacks.
Removed power adaptors.
There maybe something else that I might have missed.
I remember the first keynote. Jobs kept repeating phrases like music player, web browser, and phone together like that. And then boom, he whipped out the first iPhone that was in his pocket the whole time. While there were similar devices at the time, nothing (to my knowledge) was all one package especially in an all touch device that small.
Yeah, people seem to forget just how groundbreaking the form factor, all the swipe and pinch (and multitouch) interface stuff, having one giant touchscreen, the user friendliness if pretty much everything (versus other phones at the time), etc was. Soon everyone was trying to copy it, which is fine. But saying all they innovated was rounded corners and everything else already existed and was just as good is dumb.
Well, there existed phones that were kind of what smartphones became. Blackberries and Palms get a lot of the attention as they were what executives used, but there were also PocketPC devices that were usually white label manufactured HTC devices that were branded after carriers or some other company like HP. They generally were much larger screened devices with a few buttons at the bottom. They were resistive touchscreens so using your fingers was pretty meh for responsiveness, and the UI was just not designed in a way that was pleasant to navigate. Picture a shrunk down desktop interface. I'd say the UI was the biggest shakeup that they did in the product category, followed by steadily raising the bar for hardware in a space that often would have cheap plastic components. Don't get me wrong, I think too much glass and aluminum is actually poorer than something like kevlar especially for dents and dings, but it doesn't look nearly as sexy.
Marketing for electronics is definitely a big one, nobody else really has the same cult following, and when somebody like Samsung gets close it feels like whatever the cult version of a knockoff is.
I'd argue that Sony held a cult like following prior to Apple's resurgence. Walkmen, TVs, Home Stereo and VHS/CD/DVD players would often all ne Sony branded in a number of households.
Nobody has mentioned the scroll circle thing on the iPod. Not sure if you’ve ever used one, but that made it so much faster to navigate.
Also, Apple started the touchscreen phones revolution.
They seem to have a knack for taking something and making it palatable for the masses when it comes to UI and such. I don't agree with a lot of it, but then again I am not "the masses" in the computing demographics.
The concept of removing features and making people pay for them back.
The facts are that large companies rarely innovate anything major. They tend to buy up smaller companies that have taken the risk and succeeded. Look at Google and Microsoft and tons of others. It’s a problem with growing big. The forces that make a company a successful scrappy little startup die out in the name of organizational efficiency. If you want to know what Apple innovated you have to look at what they did in the 70s or extend your criteria to companies they have bought.
You might like this: Triumph of the Nerds. Covers early Apple, Microsoft, Xerox PARC.
Everyone absolutely thought the original click wheel iPod, the iPhone and the iPad were all doomed to fail. Hell, the Apple watch didn't exactly get off to a hot start for that matter.
And back at the beginning, the Mac OS GUI. Yes, Steve Jobs saw the idea of a graphical GUI at Xerox Park, but what his engineers turned out is something completely different. And at the time it was easily as revolutionary as the touchscreen interface of the iPhone.
Actual duds by Apple that I can think of off the top of my head:
