Apple is a boutique technology company started in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne. The company established a niche selling computers that operated independently of tech’s major players (IBM, Microsoft) throughout the 1980s and 90s. In the 2000s, it would become more popular for its contributions to the handheld electronics field, developing the iPod music player, iPhone smartphone, and iPad tablet devices while continuing to build out its line of desktop and laptop computers. Apple has also ventured into the wearables market with the release of 2014’s AppleWatch, and it maintains smaller scale successes with its cloud services and AppleTV device. Following Steve Jobs’ death in 2011, Tim Cook became the new Apple CEO.