Apple Inc. has announced major new and redesigned products and upgrades through press conferences, while minor updates often happen through press releases on Apple Newsroom. The press conferences have historically garnered a significant following in traditional and online media. The detailed agenda of the event is often kept as a secret to create buzz, and only unveiled during the event, though event taglines sometimes give hints. These events are usually streamed live on Apple's website and, in recent years, YouTube channel. Video replays of most Apple events since 2007 are available on Apple's "Apple Events" podcast.

Apple has often announced new products at the annual Worldwide Developers Conference (WWDC), despite it being mainly software-focused.

Apple has held events at the following venues: Moscone West, San Francisco Yerba Buena Center for the Arts, San Francisco Bill Graham Civic Auditorium, San Francisco Flint Center, Cupertino McEnery Convention Center, San Jose Steve Jobs Theater (Apple Park), Cupertino Brooklyn Academy of Music, New York City Online-only (2020–March 2022, due to the COVID-19 pandemic) Both online and in-person (June 2022–present)

1984 Macintosh event (January 24, 1984) The Macintosh was shown to shareholders at the Flint Center in Cupertino.

Macintosh event (Boston Computer Society) The Macintosh was shown for a second time less than a week after the first event.

Apple II Forever event (April 1984) The Apple II Forever Event was held in April 1984. Apple introduced the Apple IIc.

1990 WWDC 1990 (May 1990) Apple's 1st annual Worldwide Developers Conference was held from May 7 to 11, 1990.

1991 WWDC 1991 (May 1991) Apple's 2nd annual Worldwide Developers Conference was held from May 13 to 17, 1991. At the conference, Apple announced the first public demonstration of the QuickTime video player.

1992 WWDC 1992 (May 1992) Apple's 3rd annual Worldwide Developers Conference was held from May 11 to 15, 1992.

1993 WWDC 1993 (May 1993) Apple's 4th annual Worldwide Developers Conference was held from May 10 to 14, 1993.

1994 WWDC 1994 (May 1994) Apple's 5th annual Worldwide Developers Conference was held from May 15 to 20, 1994.

1995

WWDC 1995 (May 1995) Apple's 6th annual Worldwide Developers Conference was held from May 8 to 12, 1995. WWDC'95 almost mainly focused on Copland, a new operating system meant to replace the classic Mac OS. The project was delayed due to feature creep and was never released for the general public due to stability issues.

1996

WWDC 1996 (May 1996) Apple's 7th annual Worldwide Developers Conference was held from May 13 to 17, 1996.

1997 MacWorld Expo and NeXT technology announcement (January 7, 1997) Gil Amelio announced that Apple would be integrating operating system technology from NeXT Software into future Apple operating systems. (Apple had purchased NeXT a few weeks beforehand.) Steve Jobs spoke about the technology NeXT was bringing to Apple.

WWDC 1997 Apple's 8th annual Worldwide Developers Conference was held from May 12 to 16, 1997.

1998 Seybold Seminars New York (1998) Steve Jobs introduced the first Apple Studio Display. It was Apple's first desktop monitor to use LCD technology instead of CRT technology.

Apple event (May 1998) Steve Jobs introduced the original iMac. The event was held at the Flint Center.

WWDC 1998 (May 11-15, 1998) Apple's 9th annual Worldwide Developers Conference was held at the San Jose Convention Center.

In an unusual move, Apple announced the first iMac just days before WWDC. During the keynote, interim CEO Steve Jobs briefly recapped the iMac announcement before focusing on technical topics, primarily related to QuickTime and the transition strategy from the classic Mac OS to what would become Mac OS X.

1999 Macworld San Francisco (January 5, 1999) Macworld San Francisco was held on January 5, 1999. During the keynote on January 5, Steve Jobs presented the newly redesigned Power Macintosh G3, and previewed Mac OS X Server.

WWDC 1999 (May 10-14, 1999) WWDC 1999 was held at the San Jose Convention Center.

Macworld Expo NY '99 (July 21, 1999) Macworld New York 1999 was held on July 21, 1999. Apple launched the iBook with optional wireless networking.

Seybold (1999) Seybold 1999 was held in the late summer.

Steve Jobs announced the PowerPC G4 chip, the Power Mac G4 and the first Apple Cinema Display, a 22-inch LCD.

Apple special event (October 5, 1999) The event was held at the Flint Center. Mac OS 9 was shown, the iMac DV was unveiled, and iMovie was introduced. A significant proportion of the audience was made up of Apple employees.

2000 Macworld 2000 (San Francisco, January 5, 2000) Macworld 2000 was held on January 5, 2000, in San Francisco, and featured the unveiling of the new Aqua user interface and Quartz graphics engine of the upcoming Mac OS X, and Jobs' announcement that Mac OS X 10.0, the first major release of Mac OS X, would ship in January 2001 after a final preview release. (The actual release of Mac OS X happened in March 2001.) Jobs also announced that he had been promoted to full-time CEO of Apple.

WWDC 2000 (May 15-19, 2000) The 11th annual WWDC was held at the San Jose Convention Center in San Jose, California.

Macworld Expo, New York (July 19, 2000)

On July 19, 2000, at the Macworld Expo New York held at the Jacob K. Javits Convention Center, Steve Jobs delivered a keynote introducing several new products.

Key announcements included the iMac DV Special Edition, the Power Mac G4 Cube, three new display models, and a full-surface optical mouse, which was gifted to all attendees. Apple also launched new displays, including a new version of the 22-inch Cinema Display that had an Apple Display Connector (ADC) connector.

2001

Macworld 2001 (San Francisco) The PowerBook G4 was announced, featuring a titanium design. Updates to Mac OS X were shown.

Apple special event (October 23, 2001) Apple introduces the first iPod during a special media event in Cupertino.

2002

Macworld 2002 (San Francisco, January 7, 2002) Steve Jobs announced: The iMac G4, featuring an LCD for the first time in an iMac. A new iBook with a 14" screen for $1799, alongside price and spec changes in the existing 12-inch models. iPhoto

During the keynote, there was a demonstration of new versions of Adobe software including Adobe Illustrator and Adobe Photoshop.

The keynote was announced to be streamed live over the internet via QuickTime.

The iMac G4 was leaked the night before the event from Time Magazine.

Macworld 2002 New York (July 17, 2002) Steve Jobs introduced: Mac OS X 10.2 Jaguar, including iCal, iSync, .Mac, and iTunes 3. New iPods at lower prices, both 5GB and 10GB models, with the 10GB model having a solid state click wheel. A 20GB model was also introduced. Versions of the iPods for Windows were also announced. A new version of the iMac G4 with a 17-inch screen.

Apple Expo 2002, Paris (September 10, 2002) Much of the keynote consisted of a demo of Apple's new Mac OS X v10.2 operating system. It was announced that as of January 2003 all new Mac models would boot only into Mac OS X. Steve Jobs also overviewed iCal and iSync and announced the availability of iCal on that day.

2003

Macworld 2003 (San Francisco, January 20, 2003) Steve Jobs demoed iLife and introduced the 17-inch PowerBook G4.

WWDC 2003 (June 23, 2003) Steve Jobs introduces Xcode, the Power Mac G5, and Mac OS X 10.3 Panther.

Apple Expo 2003, Paris (September 16, 2003) Steve Jobs announced: An updated 17-inch and 12-inch PowerBook G4. The first Aluminum 15-inch PowerBook G4. A new wireless keyboard and mouse.

2004

Macworld 2004 (January 6-9, 2004) Macworld 2004 was held at the Moscone Center in San Francisco. Steve Jobs introduced the Xserve G5, Xserve G5 RAID, and iPod Mini. The 10GB iPod also had its storage increased to 15GB for the same price of $299.

Apple music event, London (June 15, 2004)

Steve Jobs announced that the iTunes Music Store would expand to Europe.

WWDC 2004 (June 28, 2004) New Cinema Displays with DVI connectors were announced. Mac OS X Tiger was also announced.

Apple music event (October 26, 2004) Steve Jobs introduced the iPod Photo line and a U2 special edition of the iPod.

2005 Macworld 2005 (January 17, 2005, San Francisco) The iPod Shuffle was announced.

The Mac Mini, iLife '05, and iWork were announced.

Steve Jobs announced that Apple sold more than 4.5 million iPods in the 2004 holiday quarter, compared to 733,000 iPods in the 2003 Holiday quarter.

At the event, Steve Jobs referred to 2005 as the "year of HD video editing."

WWDC 2005 (June 6–10, 2005) After a basic market update, Jobs announced that Apple would transition the Macintosh platform to Intel x86 processors after using PowerPC for more than a decade. The keynote featured developers from Wolfram Research, who discussed their experience porting Mathematica to Mac OS X on the Intel platform. The conference consisted of 110 lab sessions and 95 presentation sessions, while more than 500 Apple engineers were on site alongside 3,800 attendees from 45 countries. The band The Wallflowers played at the Apple campus.

Apple music event (September 7, 2005) The event was held at the Moscone Convention Center in San Francisco.

Steve Jobs announced: The iPod Nano. Details about the Motorola ROKR iTunes phone. iTunes 5

Jobs also announced that the Harry Potter series of books would be available on the iTunes store as audiobooks.

Kanye West gave a performance. His performance was given after the product announcements. He performed Gold Digger and one other song. The performance was later removed from Apple's online Quicktime stream.

Apple special event (October 2005) Steve Jobs announced: A new iMac G5 with a front-facing camera built in. Photo Booth The iPod Video (also known as the fifth-generation iPod)

2006 Macworld 2006 (January 10, 2006) Apple introduced its first Intel-based computers, the iMac and MacBook Pro. Apple also announced new versions of iLife and iWork: iLife '06 and iWork '06. Apple released the first universal binary version of Mac OS X on the same day (version 10.4.4).

Apple special event (February 28, 2006) At the Apple Special Event on February 28, 2006, Steve Jobs announced the iPod Hi-Fi speaker system at the Town Hall conference center in Cupertino.

WWDC 2006 (August 7–11, 2006)