The Evolution of Apple.com
Within the past few decades, Apple has transformed how the world operates, interacts, and communicates by introducing us to unimaginable technology that has changed our everyday lives. With the help of Apple, I was able to use the Internet Archive to trace the history of Apple.com and view its historical home web page evolution. Using the Wayback Machine to analyze archived impressions of the site allowed me to unravel the evolution of the Apple brand from 1996 to 2015.
Apple’s first screenshot on the Wayback Machine occurs October 22, 1996. The only similarities this archived impression has with today’s Apple web page are the technology references and the word “Apple”. Seriously. The web page is visually unappealing, all web page content is shifted to the left and includes informative articles and resources regarding the “Apple site of the day”, “Chat with Guy”, and a “Hot Tip” regarding the cost of color laser print. The web page’s function is less of a storefront and more of an educational/informational hub for other early tech enthusiasts.
In July 1997, Apple organized their web page appearance by placing a red informational side bar on the left side of the page. The side bar included “quick links” and additional resources that today’s Internet user would find on any company web page. To the right of the side bar they placed a “What’s Hot” section including a variety of educational articles and information for preordering products. Most importantly, they added their first graphic, which was the Apple logo with a rainbow colored filling.
In December 1998, Apple continues to vamp up their web page organization and appearance. The quick links are moved to the bottom of the page and become black instead of red. The “What’s Hot” section shortens in length, tosses out the educational articles and now reads as “Hot News Headlines”. There is a shift from informational/educational articles to visual content and products. The web page has more structure and starts to function more as a storefront and less of an educational/informational hub.
October 2001 reveals a major change in web page appearance. Essentially, it is “cleaned up” by displaying a more simple appearance and a clean, white color scheme. The content is centered instead of shifted to the left, quick links are moved to the top of the website with rounded corners, the Apple logo has a blue filling, educational articles are removed, and the main aspect of the web page is an image of the newly created iPod. This major appearance change is most likely due to the creation of the iPod becoming the first affordable consumer “high-tech” invention. Apple’s vision to be a leading provider in technology has become more visible as they have received more consumer attention.
2005 shows no major web page change besides the Apple logo turning dark gray and using a more visually appealing font throughout the web page. Next year in May 2006, Apple continues the same web page structure but with the exception of the original “Hot News Headlines” changing to “Hot News RSS Headlines”. The web page becomes a showcase for new products by visually showing off the new features of the main product. In this case, it displays the features of the MacBook.
June 2007 shows major web page changes, most likely to amplify and hype up the announcement of the revolutionary iPhone that will soon change the way of mobile communication. The web page background color shifts from white to black and all content on the home page refers to the iPhone such as iPhone videos and rate plans through AT&T. From here on out, the web page appearance continues to become more “simple” with less information and all the focus on one main product. There is no longer a section for the “Hot News RSS Headlines”.
Between May-June 2007, the quick links appearance changes from white with rounded edges, to dark gray with straight edges. Additionally, the apple logo changes from a dark gray to a silver filling. The next web page change is seen on October 6, 20ll. The web page is a large, simple, black and white photo of Steve Jobs including his name and years of life. From 2007 to 2013 no noticeable changes were made to Apple’s web page, besides introducing new technology and featuring updated versions of existing technology such as the never ending versions of MacBooks, iPads, iCloud, iOS, etc. Additionally, the web page provides informative, yet easy to understand videos about the newest innovations and updates. During this time, Apple has successfully developed their brand image and has become one of the leading producers in consumer technology in the eyes of the public. It’s safe to say Apple has consumer brand loyalty on lock down.
In late 2013, Apple’s web page becomes less “sales like” and more experiential by adding a personal touch to their products. In other words, they focus on selling an experience to customers rather than a piece of technology. Apple becomes an influencer by marketing their products with quotes such as “You’re more powerful than you think”, “What will your verse be? Everyone has something to share”, and “Change is in the Air”. This is the Apple that many consumers have grown to know, love and even obsess over. Over the years, it is easy to see how the Apple web page has successfully shifted itself to be a tech company that changed the way the world operates, to a consumer lifestyle.
