Over the past two decades, technology companies have experienced major growth in the global brand market. Interbrand, a company that researches and analyzes the value of companies, showed that over the past year, seven of the world's ten largest companies are technology companies. However, no other company has grown more than a company named Apple. Apple is a technology brand known to many around the world for its simplistic design and relatively adaptable interface. Apple's strength is so predominant in America that more than fifty percent of America owns some sort of Apple product, such as the iPod, iPad, MacBook, iPhone, etc. Apple has grown a lot from its beginnings in 1976 to today, where its value is estimated. 98 billion dollars by Interbrand, making it the leading global product brand in the world today. Throughout Apple's history, there have been ups and downs, but something about its history has helped it become such an important part of American culture and become a global heavyweight. Apple was founded on April 1, 1976 in Cupertino, California, by its two main founders, Steve Jobs and Steve Wozniak. Apple started out like many well-known companies like Microsoft, but what separated them was their tendency toward simplicity in their design. Apple's emphasis on simplicity has been their main legend since their very first computer, the Apple I. Today, the Apple I first hit the market in July 1976 and even though it failed to become widespread due to its price, $666.66, it did. becoming the first computer to be fully “assembled” upon purchase. The Apple I enjoyed great success in the computer world, it did not really attract public attention or affect the popular culture of ...... middle of paper ...... e updates level in design. Look at Apple's most recent release, the iPhone 5S, its biggest improvements were its fingerprint scanner or the most recent iMac where they only improve certain specs. Over the years, Apple has been seen as a company that does not create, but improves on other company designs. Finally, most recently, Apple was criticized for not wanting to disclose its racial makeup to the government in 2011. Apple refuses to disclose this information for fear that many will be shocked by its lack of emphasis on diversity within its workforce. of the government. company level. Even then, Apple had already been under fire for years for the lack of women at the corporate level. In 2013, Apple had only 11% women on its board of directors and executive team. Despite all the difficult years and criticism that Apple suffered, it always found a way to become the leader again..