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About Apple

From the start, Steve Jobs was enthralled with not only the novelty of technology but also its design. When speaking about the Apple computer, he said it was "going to be insanely beautiful." Over the years, Apple’s products have worked to fuse innovative technology with almost artful design. The iMac stunned the world with its colorful plastic shells, which the _New York Times_ said "more closely resemble a pack of Life Savers than a new computer line." The glossy white iPod—no bigger than a deck of playing cards—could hold an entire library of music. _Time Magazine_ named the iPhone the Invention of the Year for its stunning design and, uniquely, because of the promise it held for even better products in the future. With each new item they launch, Apple works to shape the way future societies communicate, learn, and dance when they're alone.