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Apple's first product, the Apple I, invented by Apple co-founder Steve Wozniak, was sold as an assembled circuit board and lacked basic features such as a keyboard, monitor, and case.

However, it receives significant criticism regarding the labor practices of its contractors, its environmental and business practices, including anti-competitive behavior, as well as the origins of source materials.While early Apple II models used ordinary cassette tapes as storage devices, they were superseded by the introduction of a ​ The Apple II was chosen to be the desktop platform for the first "killer app" of the business world: Visi Calc, a spreadsheet program.Visi Calc created a business market for the Apple II and gave home users an additional reason to buy an Apple II: compatibility with the office.Jobs regained position as CEO, and began a process to rebuild Apple's status, which included opening Apple's own retail stores in 2001, making numerous acquisitions of software companies to create a portfolio of software titles, and changing some of the hardware used in its computers.It again saw success and returned to profitability.As the market for personal computers increased, Apple's computers saw diminishing sales due to lower-priced products from competitors, in particular those offered with the Microsoft Windows operating system.

More executive job shuffles happened at Apple until then-CEO Gil Amelio in 1997 decided to buy Ne XT to bring Jobs back.

A race broke out between the Lisa team and the Macintosh team over which product would ship first.

Lisa won the race in 1983 and became the first personal computer sold to the public with a GUI, but was a commercial failure due to its high price tag and limited software titles.

is an American multinational technology company headquartered in Cupertino, California that designs, develops, and sells consumer electronics, computer software, and online services.

The company's hardware products include the i Phone smartphone, the i Pad tablet computer, the Mac personal computer, the i Pod portable media player, the Apple Watch smartwatch, the Apple TV digital media player, and the Home Pod smart speaker.

In August 2011, Jobs resigned as CEO due to health complications, and Tim Cook became the new CEO.