Apple Inc. designs, manufactures, and markets smartphones, personal computers, tablets, wearables, accessories, and related services globally, emphasizing integrated hardware, software, and services.

# Apple Inc.

## Core business
- Designs, manufactures, and markets smartphones, personal computers, tablets, wearables, and accessories, and sells related services.
- Fiscal year ends on the last Saturday of September (52- or 53-week year).

## Product families
- iPhone: iPhone 17 Pro, iPhone Air, iPhone 17, iPhone 16, iPhone 16e.
- Mac: MacBook Air, MacBook Pro, iMac, Mac mini, Mac Studio, Mac Pro.
- iPad: iPad Pro, iPad Air, iPad, iPad mini.
- Wearables, Home and Accessories: Apple Watch Series 11, Apple Watch SE 3, Apple Watch Ultra 3; AirPods, AirPods Pro, AirPods Max; Beats products; spatial computers under Apple Vision Pro.
- Home: Apple TV 4K, HomePod, HomePod mini.
- Accessories: Apple-branded and third-party accessories.

## Services
- Advertising: third-party licensing and Apple’s own platforms.
- AppleCare: support, repair and replacement services, and coverage for incidents in many countries.
- Cloud Services: content storage and sync across Apple devices and Windows PCs.
- Digital Content: App Store and subscription services including Apple Arcade, Apple Fitness+, Apple Music, Apple News+, and Apple TV+.
- Payment Services: Apple Card and Apple Pay.

## Segments and geography
- Reportable geographic segments: Americas, Europe, Greater China, Japan, Rest of Asia Pacific.
- Markets served: consumer, small and mid-sized business, education, enterprise, and government.
- Distribution channels: direct and indirect.

## Market position and competition
- Operates in highly competitive markets with rapid product cycles, price competition, and imitators.
- Emphasizes integration of hardware, software, and services, the strength of its ecosystem, and protection of intellectual property.

## Distribution and customers
- Customers are in consumer, SMB, education, enterprise, and government markets.
- In 2025, net sales were 40% through direct channels and 60% through indirect channels.

## Intellectual property and development
- Maintains a broad portfolio of patents, designs, copyrights, trademarks, and trade secrets.
- Relies on ongoing research and development, licensing, and acquisitions.
- Uses both company-owned and third-party technologies; licenses may be required for certain components.

## People
- Approximately 166,000 full-time equivalent employees as of September 27, 2025.

## Additional context
- Designs and develops nearly the entire product solution, including hardware, operating systems, software applications, and related services.
- Business performance is affected by competition, supply chain considerations, seasonality, and timing of product introductions.

Apple Inc. is a leading technology company renowned for designing, manufacturing, and marketing innovative products including smartphones, tablets, personal computers, and a wide range of services.

# Apple Inc. Business Overview

## Company Profile
- **Name**: Apple Inc.
- **Founded**: 1976
- **Headquarters**: Cupertino, California, USA
- **Employees**: Approximately 164,000 full-time equivalent employees as of September 28, 2024.
- **Number of Customers**: Apple serves hundreds of millions of customers globally across consumer, small and mid-sized business, education, enterprise, and government sectors.

## Business Description
Apple Inc. designs, manufactures, and markets a range of technology products and services. Its portfolio includes:

### Products
1. **Smartphones**: 
   - **iPhone**: A line of smartphones running on iOS, including models such as iPhone 16 Pro and iPhone 15.
   
2. **Personal Computers**: 
   - **Mac**: Includes MacBook Air, MacBook Pro, iMac, Mac mini, Mac Studio, and Mac Pro, all utilizing the macOS operating system.
   
3. **Tablets**: 
   - **iPad**: Models include iPad Pro, iPad Air, and iPad mini, operating on iPadOS.
   
4. **Wearables, Home, and Accessories**:
   - **Wearables**: Includes smartwatches (Apple Watch) and wireless headphones (AirPods).
   - **Home Products**: Apple TV and HomePod.
   - **Accessories**: Various Apple-branded and third-party accessories.

### Services
1. **Advertising**: Advertising services through Apple platforms and third-party licenses.
2. **AppleCare**: Fee-based service and support products for device coverage and technical support.
3. **Cloud Services**: Data storage and synchronization services accessible across Apple devices.
4. **Digital Content**: Platforms like App Store for apps, Apple Music, Apple TV+, and more.

## Financial Highlights (Fiscal Year Ended September 28, 2024)
- **Revenue**: Approximately $391 billion
- **Net Income**: Approximately $93.7 billion
- **Gross Margin**: $180.7 billion with a gross margin percentage of 46.2%.
- **Products Revenue**: 
   - Total products revenue was around $294.9 billion.
   - iPhone revenue alone accounted for approximately $201.2 billion.
- **Services Revenue**: Approximately $96.2 billion, reflecting a significant growth of 13% compared to the previous year.
  
## Market Segments
Apple primarily manages its business and reports its financials on a geographic basis:
- **Americas**: $167 billion in net sales
- **Europe**: $101 billion in net sales
- **Greater China**: $66.9 billion in net sales
- **Japan**: $25.1 billion in net sales
- **Rest of Asia Pacific**: $30.7 billion in net sales

## Strategic Focus
Apple emphasizes innovation in product development, strong brand loyalty, and an expansive ecosystem of services and software that enhance user experiences. The company aims to enhance its market opportunities in smartphones, personal computers, tablets, and wearables while continuing to grow its services revenue through existing platforms and new offerings.

Apple Inc.

10-K / October 31, 2025

10-K / November 1, 2024

10-K / October 31, 2025

Apple Inc.

Core business

Product families

Services

Segments and geography

Market position and competition

Distribution and customers

Intellectual property and development

People

Additional context