In 2013, Apple released the first "golden" iPhone 5s. The Internet said that Jobs's ideas were exhausted and Apple simply painted the iPhone in an unusual new color. Almost nobody mentioned about the fingerprint sensor, an updated processor, and increased battery work. Everyone paid attention only to the golden color of the case, considering the model the same "five" - the old screen, almost the same camera and amount of memory.

The next year, 2014, turned out to be more successful for Apple. An updated cylindrical Mac Pro in the form of an "urn", the output of which was planned for the end of 2013, appeared on sale. Mac Pro is a series of professional workstations, the lineup of which includes the most powerful desktop computers from the Apple Mac series.

In the fall of 2014, the company's position was further strengthened with the release of iPad Air 2, iPad mini 3, iPhone 6 and 6 Plus. At once four noticeably updated products, launched in September and October, led to an unprecedented rise of important for shareholders figures.

Along with the autumn update of the smartphone line, the user version of iOS 8 became available, which innovations, as noted by the owners of mobile devices running Android, were borrowed. For example, the implementation of the ability to respond to incoming messages directly from the notifications was very similar to the Android version of Jelly Bean 4.1 2012.

In 2015, the new models of iPhone 6 and 6 Plus acquired NFC, a short-range wireless technology that Android makers could not implement. Analysts promised that Apple will make a coup in payments using mobile devices. However, smartphones have not replaced either cash or credit cards.

The first of the most ambiguous decisions of 2015 is the MacBook with a 12-inch diagonal. Very light, with an incredibly clear and bright image, able to work autonomously from a fully charged battery to 10 hours. The biggest drawback of this MacBook is the only connector for charging and external devices, such as a monitor, wired mouse, USB drive and an external DVD drive.

Apple has provided users of the beta version of iOS 9 for testing. However, specialists believe that by opening them for everyone, the company has put not only itself, but also its partners under attack. Not knowing all the operating principles of the new iOS and not suspecting that the applications installed on 8.4 can work with errors on 9.0, device owners put minimum scores to the applications.

Even before the start of sales Apple Watch gathered so much attention that was not paid to any gadget of the company. The presentation of Watch was a huge success. The number of pre-orders was several times higher than Apple's production capacity. However, after the start of sales, the euphoria subsided and it became clear that everything that is in Apple Watch has long been available in cheaper Samsung watches, which operates from one full charge three times longer and also allow their owners not to take them off when they take a shower.