The History of Apple - Episodes 1 & 2: From a blazing start to early turbulence

Pascal Corbel*

Professor

Paris-Saclay University, RITM

https://www.innovation-strategie.fr

*Faculty member, Business Science Institute

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How did a microcomputer cobbled together in a garage become the heart of a global empire? The story of Apple is much more than a technological adventure: it is a tale of daring, risk-taking, overcoming failure, but also of internal tensions and constant reinvention.

The first two video episodes, which I invite you to listen to, recount this extraordinary journey. The first focuses on Apple's meteoric rise, while the second sheds light on the difficulties and hesitations that marked its early years of growth.

The pioneer days: the intuition that changed everything (episode 1)

It all began in the 1970s. Two young tech enthusiasts decided to turn a handmade prototype into a marketable product. Where others were content to tinker, they sensed the emergence of a market. One brought strategic intuition and the ability to persuade, the other technical genius.

The early days were marked by artisanal energy: hand-assembled electronic cards, first customers found door-to-door, friends and family mobilized to manufacture the machines. Then came the real boost: the arrival of an investor who brought not only capital, but ambition and structure. With the launch of the Apple II, sales took off, margins followed, and the company went public, propelling dozens of employees into millionaire status.

The first episode recounts this founding moment, where intuition, opportunity, and ingenuity converged. It offers a valuable insight into the birth of Apple, and I urge you to discover it to grasp the power of this story.

The delicate transition: between success and missteps (episode 2)

But by the end of the 1970s, Apple was faced with a crucial question: how to replace the Apple II, whose technology was already showing its limitations? The company launched several projects to prepare for the future, each with its own promises and pitfalls.

The Apple III, designed for businesses, suffered technical setbacks and delays before becoming a resounding commercial failure. The Lisa, the first computer with a graphical user interface, looked impressive on paper, but its high price and technical flaws slowed its adoption. Finally, the Macintosh, originally designed as a simple and affordable machine, gradually became Apple's flagship product, at the cost of considerable internal tensions and a profound transformation of the initial project.

The second episode explores these decisive years, marked by innovation, thwarted ambitions, and internal restructuring. It shows how Steve Jobs, increasingly influential, made his mark on projects, but also how the company faltered in the face of growing competition from IBM and new players.

Between excessive ambitions and market realities

Listened to together, these two stories show that Apple is not just a success story, but also one of overcome setbacks and necessary reorientations. They remind us that innovation does not guarantee success: without a software ecosystem, without the ability to convince users and push technological boundaries, even the most impressive machines can fail.

They also highlight that behind every iconic product there are strategic choices, governance conflicts, complementary talents, and sometimes a good dose of luck. It is precisely this mix that makes Apple's story so captivating and justifies diving into these first two episodes.

An invitation to discover more...

I encourage you to watch these videos, not only to understand Apple's trajectory, but also to reflect on what makes an innovation find its audience or not. They are an ideal introduction to the rest of the saga, which the next episodes will explore: how Apple will meet the challenges of competition, how it will rethink its products and image, and how it will ultimately establish itself as one of the most influential players in the technology industry.