Fifty Years of Thinking Different
On March 13, 2026, Apple opened its 50th anniversary celebrations with a live performance by Alicia Keys at Apple Grand Central in New York City — the first event in a month-long series of gatherings across Apple retail locations around the world.
Founded on April 1, 1976, by Steve Jobs, Steve Wozniak, and Ronald Wayne, Apple is using the milestone to anchor a brand statement around the idea Tim Cook has placed at the center of the company’s identity: “Thinking different has always been at the heart of Apple.”
The choice of venue and artist was deliberate. Keys, a 17-time Grammy Award-winning musician and long-time Apple collaborator, performed her catalog live from the iconic steps of Grand Central. iPhone 17 Pro documented the event. Cook joined her onstage.
Alongside the celebrations, Apple published a dedicated anniversary page at apple.com/50-years-of-thinking-different and a letter from Cook reflecting on the company’s history, products, and values. The program frames Apple’s next chapter around continued investment in Apple Intelligence, privacy, accessibility, and environmental responsibility — marking the milestone as both a look back and a strategic declaration of intent.
