The Tim Cook era: Apple’s most important products from 2016-today

On April 1, 1976, three visionaries decided to start building computers at a humble, California-based garage. Steve Jobs and Steve Wozniak took care of marketing and hardware, while Ronald Wayne briefly assisted with administration. Success was far from guaranteed at the time, and Apple Computer Company had to undergo multiple evolutions before earning its current status as the most influential corporation.

And it’s not even close to slowing down. In the last 10 years alone, Apple has put out one of the most dramatic iPhone redesigns, a couple of groundbreaking gadgets, plus a ton of other advancements in tablet and desktop computing. Here’s a look at the most noteworthy products released between 2016 and today:

September 2016: AirPods

When Apple made the controversial decision to remove the headphone jack from the iPhone 7, it created a problem that needed a solution. The wireless AirPods were more than that.

While they were the butt of more than a few jokes after their debut, AirPods popularized the wireless earbud format, pushing rivals to develop their own copycat models. Apple has since rounded out the lineup with the higher-end AirPods Pro and over-ear AirPods Max, along with tight ecosystem integrations, including Hearing Protection, Spatial Audio, Find My, and other handy perks that contribute to their undeniable popularity.

September 2017: iPhone X

Foundry

Everyone knew something big was coming at the 2017 iPhone event, but no one was prepared for Apple to reinvent the phone again. To mark the iPhone’s 10th anniversary, Apple unveiled the iPhone X with a “One more thing” announcement, and it was worth the fanfare. The revolutionary redesign did away with the classic Home button and thick bezels and made way for Face ID, gesture navigation, and the first Liquid Retina display with rounded corners and an edge-to-edge aesthetic.

The iPhone has been through numerous updates since the iPhone X’s unveiling, but the impact of the all-screen design and multi-touch navigation continues to be felt across all of Apple’s product lines.

September 2018: Apple Watch Series 4

Apple

In 2018, the Apple Watch Series 4 debuted, featuring the first major design overhaul. The smartwatch offered larger size options and a sharper display with rounder corners and slimmer bezels. 

But the biggest chance wasn’t the design. The Apple Watch Series 4 leaned heavily into health, with a new electrical heart rate sensor, the first ECG sensor, Fall Detection, the ability to detect Atrial Fibrillation, and other fitness enhancements. The Apple Watch Series 4’s design still feels fresh today on the SE 3, and its focus on wellness is on full display on the latest Apple Watch Series 11.

October 2018: 3rd-gen iPad Pro

Foundry

When the first iPad Pro arrived in 2015, it was basically a larger version of the iPad we already knew. In 2018, it came into its own with a transformative design upgrade. 

Smaller, skinnier, and drop-dead gorgeous, the 3rd-gen iPad Pro was the start of a years-long tablet redesign that dropped the Home button, slimmed down the bezels, and adopted the iPhone X’s Liquid Retina display. Apart from the all-screen look, the iPad Pro also adopted the universal USB-C port and introduced the Apple Pencil 2, which magically attached to the top edge when charging.

October 2020: M1 Macs

Jason Cross/Foundry

2020 was the year that changed everything for the Mac. While Apple had been through processor changes before, the Mac’s transition from Intel chips to Apple silicon wasn’t a mere chip upgrade. The shift unlocked higher power and efficiency levels, making Macs significantly more reliable and efficient, and dramatically boosting performance and battery life. 

Apple launched the M1 chip in three existing Macs—the MacBook Air, 13-inch MacBook Pro, and Mac mini—to showcase its raw power. But it wasn’t just speed—Apple silicon also introduced support for iOS apps on the Mac and made it easier for developers to optimize their iPhone apps for the Mac. Today, M chips can also be found in higher-end iPads, unlocking unrivaled capabilities in impossibly thin tablets.

April 2021: AirTag

Foundry

Despite its small size, the launch of the AirTag in 2021 had a remarkable impact on how we keep track of our personal belongings. For just $29, any iPhone user can find the exact location of a tagged item—as long as another Apple user is in its vicinity. Thanks to a network of billions of iPhones, the Find My network is the most reliable of its kind, outdoing third-party solutions like Tile and others. 

Countless stories have been shared about how AirTag was able to locate misplaced baggage while traveling, stolen cars, bikes, wallets, and even pets. It may not be the fanciest Apple product, but it has certainly been one of the most valuable introductions of the past decade.

June 2023: Vision Pro

David Price / Foundry

After years of rumors, Apple finally kick-started its spatial computing era with the Vision Pro. Announced at WWDC 2023, the headset utilizes several cameras and sensors to 3D-map and analyze users’ surroundings. It then generates a virtual reality where users get to pick the level of immersion. 

With visionOS, users can place floating app windows and widgets anywhere in their view, turning any room into a large digital canvas. While its $3,499 price tag has barred most iPhone users from even considering buying one, the Vision Pro gives us an early glimpse of Apple’s vision for the future of computing.

March 2026: MacBook Neo

Foundry

Perhaps the most recent impactful Apple release of the past 10 years is its newest: the low-cost MacBook Neo. Starting at $499 for students and educators, this MacBook is the cheapest, most accessible laptop Apple has ever made. 

While some power users will naturally complain about its A18 Pro iPhone chip, the device isn’t for them. It’s Apple’s first laptop made for switchers, students, and kids who need a reliable machine for web browsing, checking emails, handling documents, and light photo or video editing. Given Apple’s established reputation and the MacBook’s premium build, Neo is bound to disrupt the affordable laptop market for years to come.

This is part five of a five-part series exploring 50 years of Apple product releases. You can catch up on anything you missed here: (1976-1985; 1986-1995; 1996-2005; 2006-2015).