Communications of the ACM

Researchers untangle the complex web of Apple's global supply chain — and offer lessons for managers and policymakers trying to chart the future course of U.S. industry.

Michael Toomim

To be precise, it's not "Designed in Cupertino," it's "Designed by Apple in California, Assembled in China."

Apple does tell you that the bulk of the assembly happens in China.

Alexander Wright

Michael,

Thanks for the clarification. You are correct that newer Apple products now carry the phrase "Assembled in China" in fine print etched on the devices, but this phrase does not accompany the far more prominent "Designed by Apple in California" tag that appears on the packaging. The company also seems to have swapped out "Designed in Cupertino" for "Designed by Apple in California" at some point in the past few years, but I haven't able to determine exactly when this change occurred. In any case, thanks for the comment.

Anonymous

I can remember seeing "Designed by Apple in California, Assembled in China." as far back as my first MacBook Pro in 2006.

As far as I can remember all the text in this phrase has been written in the same size font on every Apple product I've bought since then. That's MacBook Air, Time Capsule, iPhone 3G and iPhone 4S so representing a number of years.

Could you elaborate with an example of an Apple product where the "Designed by Apple in California" is more prominent than the "Assembled in China"?

Interesting article regardless.

Thanks,

Alexander Wright

Sure, this phrase appears by itself on the packaging for my iPhone 4 (purchased last year). A quick Google image search on "designed by apple in california" yields plenty of other examples. Again, I'm referring to the packaging (i.e., the box and paper inserts), not the fine print etched on the physical device.

Glad you found the article interesting.