Apple

American smartphones brand from Cupertino, founded in 1976

Apple is an American multinational technology company that designs, develops, and sells consumer electronics, computer software, and online services.

United StatesUnited StatesElectronics & AppliancesSmartphonesAudioLaptopsSmart HomeWearablesFounded 1976

About Apple

Apple is an American multinational technology company that designs, develops, and sells consumer electronics, computer software, and online services.

Why consider Apple

  • Electronics brand based in United States
  • Hardware and accessories with a clear product focus
  • European design and support channels
  • Useful when evaluating alternatives to global consumer tech

Alternatives

Brand comparison

BrandCountryPositioningMain categoryPrice level
AppleUnited StatesUnited StatesApple is an American multinational technology company…SmartphonesPremium
AranetLatviaLatviaLatvian brand specializing in wireless environmental…Electronics & AppliancesVaries
Austrian AudioAustriaAustriaAustrian professional audio company specializing in s…Electronics & AppliancesVaries

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Brand details

Market presence

  • Electronics retailers
  • Official online store
  • Specialist dealers
  • Selected marketplaces

Brand timeline

  1. 1976Founded in Cupertino
  2. TodayListed on EUROVA in Electronics & Appliances

EU Fines & Penalties

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€500.0 million fine
Issued on 04/23/2025

For breaching Digital Markets Act anti-steering rules by restricting app developers from informing iOS users about alternative offers outside the App Store.

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€1.8 billion fine
Issued on 03/04/2024

For abusing its dominant App Store position by imposing anti-steering provisions that prevented music streaming apps from informing iOS users about cheaper subscriptions outside the app.

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€13.0 billion fine
Issued on 08/30/2016

For receiving illegal tax benefits (state aid) from Ireland, which allowed it to pay extraordinarily low effective tax rates.

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Double Irish tax arrangement

About Double Irish →
Double Irish tax arrangement

Historically used the Double Irish tax arrangement — a structure flagged for aggressive tax avoidance.

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