1.3 1985 to 1989: Desktop publishing era.However, Apple does not license macOS for use on non-Apple computers. The modern Mac, like other personal computers, is capable of running alternative operating systems such as Linux, FreeBSD, and, in the case of Intel-based Macs, Microsoft Windows. Apple also develops the operating system for the Mac, currently macOS. Current Mac CPUs use Intel's X86-64 architecture the earliest models (1984–1994) used Motorola's 68k architecture and models from 1994–2006 used the AIM alliance's PowerPC. Apple does use third party components, however, such as graphics subsystems from nVidia and ATi.

Apple exclusively produces Mac hardware, choosing internal systems, designs, and prices.

This is in contrast to most IBM PC compatibles, where multiple sellers create and integrate hardware intended to run another company's operating software. Production of the Mac is based on a vertical integration model in that Apple facilitates all aspects of its hardware and creates its own operating system that is pre-installed on all Mac computers. The Xserve rackmount server platform was discontinued January 31, 2011. These include the descendants of the original iMac and the entry-level Mac mini desktop models, the Mac Pro tower graphics workstation, the MacBook, MacBook Air and MacBook Pro laptops. Current Mac systems are mainly targeted at the home, education, and creative professional markets. This proved to be a sales success and saw the Macintosh brand revitalized.

In 1998, Apple consolidated its multiple consumer-level desktop models into the iMac all-in-one line. By 1996, Apple was struggling, with a large number of models being produced simultaneously, including third party licensed models, and required a cash infusion from Microsoft to continue operating. Those early successes began to dissipate in the early to mid 1990s as the personal computer market shifted toward the 'Wintel' platform: IBM PC compatible machines running MS-DOS and Microsoft Windows. The company continued to have success through the second half of the 1980s, primarily because the sales of the Apple II series remained strong even after the introduction of the Macintosh. The first Macintosh was introduced by Apple's then-chairman Steve Jobs on Januit was the first commercially successful personal computer to feature a mouse and a graphical user interface rather than a command-line interface. The Macintosh (presently Mac) is a series of several lines of personal computers designed, developed, and marketed by Apple Inc.

The first mac plus computer