Fifty years after its founding in a California garage, Apple—now a multi-billion dollar corporation and cultural icon—is the subject of a latest documentary series from ARD.
A cultural touchstone and technological powerhouse, Apple has maintained a unique aura throughout its history. That story began exactly 50 years ago in Steve Jobs’ garage, and now ARD is revisiting it with “The Apple Story,” a three-part documentary focusing on the company and its late co-founder. The series promises a look back at the origins of the once-small startup, but the tagline, “A Vision Seduced the World,” suggests it won’t be a purely celebratory account.
Author Annette Baumeister guides viewers through the history of a company now considered one of the world’s most valuable, whose products—from the iPhone and iPad to the Macbook and AirPods—have shaped the lives of millions. The documentary aims to tell “the story of a technological revolution that has fundamentally changed our lives—for better and for worse.” Apple’s story has been told many times before, with numerous fictional and documentary portraits attempting to capture the essence of Steve Jobs.
Rebellion in Stylish Packaging
It all began 50 years ago with Jobs and Steve Wozniak, who together built the first Apple computer. For Jobs, it was a liberating tool, a “bicycle for the mind,” as he famously described it. More than just a device, it was intended as an accessible product that would contribute to the democratization of technology. From the beginning, Apple focused on connecting with customers emotionally, making them feel part of a revolutionary movement. The company famously positioned itself against “Big Brother” IBM in its iconic 1984 television commercial, a theme of rebellion packaged in sleek design that would later be embodied by Jobs’ signature black turtleneck.
The three-part series explores how the countercultural attitude of the post-hippie era evolved into a global megacorporation with its own streaming services. It covers the historic unveiling of the Macintosh, internal conflicts, Jobs’ controversial ouster—and his subsequent operate at Pixar—his triumphant return to Apple, and the groundbreaking development of the iPhone, which radically reshaped the modern world. The smartphone developed by Apple “fundamentally changed humanity,” according to futurist Tristan Horx, who appears in the documentary. But the series as well asks a critical question: at what cost?
All three parts of the documentary will be available on the ARD Mediathek starting Thursday, March 26. The first episode, “The First Bite,” will air linearly on Monday, March 30, at 11:30 PM.
ARD History: Die Apple Story – Mo. 30.03. – ARD: 23.30 Uhr
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