April 1, 2026, 3:17 pm | Read time: 4 minutes
Apple is considered one of the most successful brands in the world. But the path to success was anything but straightforward. Alongside iconic products, the company also produced costly failures. This very mix is what continues to fuel the Apple myth today.
Between Hobbyist Success and Multimillion-Dollar Business
Apple’s first computer, the Apple I (1976), was still a product for enthusiasts. Buyers had to assemble it themselves–yet around 200 buyers were found. The breakthrough came only with the Apple II (1977).
It was one of the first computers suitable for both personal and business use–and became a huge success. Over 16 years, Apple sold more than two million units. The Apple II laid the foundation for Apple’s IPO in 1980.
Expensive, Visionary–and a Flop: The Apple Lisa
Not every innovation was a success. In 1983, Apple launched the Lisa, a technically revolutionary computer. It already offered a graphical user interface and could be operated with a mouse–a sensation at the time.
But the price of around $10,000 made the Lisa virtually unsellable. Despite its significance in computer development, it is still considered one of the biggest flops in the company’s history.
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The Macintosh Saves Apple’s Idea
A year later came the correction: the Macintosh (1984). Much cheaper and more mass-market-friendly, it brought the idea of the graphical interface to the general public. Although the Mac was not an immediate sales hit, it developed into one of the company’s most important product lines over time.
In the late 1980s and early 1990s, problems mounted:
- Apple III: technical defects and weak demand
- Newton (1993): innovative PDA, but with poor handwriting recognition
- too many product lines, lack of focus
The Newton, in particular, became a symbol of an ambitious but underdeveloped product. Ironically, it later paved the way for successful devices from other manufacturers.
Meanwhile, Microsoft put Apple under massive pressure with Windows. By the mid-1990s, Apple was financially on the brink and even considered a takeover candidate.
Jobs Returns
In 1997, Apple brought Steve Jobs back–and with him came a radical realignment. The company focused on a few products and cut numerous projects. The first major success of this new strategy: the iMac (1998). It brought Apple back into the black–mainly due to its striking design and ease of use.
In the 2000s, Apple entered its most successful phase, and numerous iconic devices that are still around today were launched:
- iPod (2001): revolutionized the music market, with around 450 million units sold
- iPhone (2007): fundamentally changed the entire smartphone industry
- iPad (2010): established tablets as a distinct category of devices
By 2025, around 3 billion iPhones had been sold. Few products have had such a profound impact on everyday life.
Tim Cook Takes the Helm
Shortly before Steve Jobs’ death, Tim Cook took over leadership in 2011. Under him, Apple became even more focused on efficiency and services. Successful products and services of this era include:
- Apple Watch (2015): the dominant smartwatch worldwide
- AirPods: made true wireless headphones mainstream
- Apple Pay: established mobile payments
But even under Cook, not everything went smoothly. The Butterfly keyboard, used between 2015 and 2019, proved to be prone to failure and was highly unpopular with many users. Additionally, the AirPower charging mat caused disappointment, as it was announced but ultimately never released.
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The Current Successes
With the M1 chip (2020), Apple achieved another milestone. Its own processors made Macs more powerful and efficient–and ended the dependency on Intel. Today, Apple develops most of its chips in-house, setting new standards in the industry.
With the Vision Pro, Apple recently entered the mixed reality market. The technology is impressive, but the high price and limited utility have so far made it a niche product. Whether it will become the next big success–or another flop in Apple’s history–remains to be seen.
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50 Years of Apple
Apple’s history is not a pure success story. Many of the greatest innovations arose from setbacks and missteps.
This is precisely what makes the company so special: Apple is not successful because everything always works–but because it consistently manages to turn flops into the next big ideas.