We're a diverse collection of thinkers and doers, continually reimagining what's possible to help us all do what we love in new ways. The people who work here have reinvented entire industries with the Mac, iPhone, iPad, and Apple Watch, as well as with services, including iTunes, the App Store, Apple Music, and Apple Pay. And the same passion for innovation that goes into our products also applies to our practices – strengthening our commitment to leave the world better than we found it.
Hardware: Impossible is our favorite starting point.
Our hardware engineers have created some tough acts to follow, and they continue to lead us to innovative breakthroughs. Because they're driven not by what would be easy, but by what would be amazing.
Software: Turn the user experience into a human experience.
Apple engineers have always focused on one person when they build software – the person who will use it. Working with them, you'll see why every Apple product and service feels intuitive and simple, and why every aspect of this group's work is built around a respect for the customer's needs.