Apple is one of the most influential and recognisable brands in the world, responsible for the rise of the smartphone with the iPhone. Valued at over $2 trillion in 2021, it is also the most valuable technology company in the world.
Originally known for desktop computers, Apple was one of the first companies to switch to the graphical user interface (GUI) and saw success with the first Macintosh. Steve Jobs, the founder and CEO, was one of technology’s first “rockstars”, able to sell hardware as more than a tool for work.
Jobs resigned from Apple in 1985 and the company saw a gradual decline over the 1990s, as it struggled to compete with Microsoft on software and Windows manufacturers on hardware sales.
In a last ditch effort to save the company, Apple acquired Jobs’ company NeXT and installed him as advisor and then CEO. He turned the company’s fortunes around, launching iTunes and iPod in 2001.
The iPhone saw Apple ascend to one of the most valuable companies in the world, with revenue increasing from $37.4 billion in 2008 to $65 billion in 2010.
The success of the iPhone enabled Apple to launch new product categories, such as the iPad. Apple envisioned the tablet as a bridge between the smartphone and laptop, with the capabilities to be both.
As iPhone revenues have stagnated, Apple has looked for new ways to generate revenue from the iPhone. It launched Apple Watch in 2015, as an accessory to the iPhone which tracks various health and fitness metrics. AirPods were next, which paved the way for wireless headphones to become mainstream.
It has also built out its subscription services to include music and video streaming, video games, fitness and cloud storage. This segment alone generated $53 billion revenue in 2020, making it Apple’s second largest segment.
All eyes are on Apple’s next products, which may include a virtual reality headset and self-driving car. The past few product launches have been smaller in scope, like the HomePod and AirPod, and Apple fans are clamouring for the next iPhone.
Since 2018, Apple has split its business into five segments: iPhone, iPad, Mac, Services and Wearable, Home and Accessories. The iPhone generates the majority of Apple’s revenue, but Services and Wearable, Home and Accessories have both seen increased priority in the past few years, as Apple tries to find new ways to prevent revenue stagnation.
Apple revenue increased dramatically between 2009 to 2012, from $42.7 to $156.3 billion. During that period, Apple vastly increased its manufacturing volume through its partner Foxconn, which enabled global iPhone sales. It also saw the launch of the iPad, which added $19.1 billion revenue in the first year of sales.
Apple revenue by region
Apple has always been most successful in the US, its home country. While revenues have increased in all regions, Americas is responsible for 45 percent of all revenue generation and approximately 40 percent of that is from the United States alone.
Note: Values are $bn.
Apple revenue by product
iPhone continues to be the main revenue generator, but its percentage has decreased in the past five years. Apple’s other hardware, which includes Watch, AirPods, HomePod and Beats, has become a priority category for Apple, as a way to add more revenue to a single iPhone purchase. Services have also seen significant growth in the past five years.
iPhone is Apple’s most valuable product and has, since 2008, been its main source of revenue. Even though Apple has diversified its product line with Watch, AirPods and services, iPhone is still responsible for 50 percent of Apple’s revenue.
In the past two years, Apple has launched four models of iPhone. These are: iPhone, Mini, Pro and Max. All come with different price points and are aimed at targeting as many consumers as possible.
Apple saw double-digit year-on-year iPhone growth from 2008 to 2015, but revenue has stagnated since. Apple has added new models, such as the Mini, Pro and Max in the past two years, although that hasn’t drawn in more customers. More customers are also holding onto their phone for longer, with Apple providing software upgrades for longer than two years.
Similar to revenue, iPhone sales saw enormous growth between 2008-2015. Sales peaked at 2015, with a steady decline of 14 percent from 2015 to 2020. This decline is mostly due to increased competition in China by Xiaomi and Huawei.
Note: Apple stopped reporting iPhone sales in Q4 2018. All values afterwards are estimates
Source: Apple, Canalys, CNBC, Gartner, Strategy Analytics
iPhone sales by region
Sales of the iPhone have fallen each year since 2015 in China, from a high of 71.2 million in 2015 to 34.9 million in 2020. Apple has not been able to break into other fast-growing countries, such as Brazil, India, Mexico or Pakistan, due to the cost of their recent devices.
|Rest of World||38.8||40.2||44.1||46.1||39.6||41.2|
Note: Values are millions.
Active iPhone units
Even though Apple device sales have stagnated in the past few years, it has added more active iPhone users every year. Apple has switched its focus to services and other long-term revenue sources, as customers keep their phones for longer.
Sources: Above Avalon, Apple, BMO Capital Markets
Active iPhone units (US)
Approximately one fifth of all active iPhone units are from the US, which is unsurprising given it is Apple’s largest market. However, at 202 million units, Apple will have to find new markets to add more active units.
|Year||Active Units (US)|
Sources: Apple, CIRP
Hotly anticipated after the success of the iPhone, the iPad made an immediate mark, adding $19 billion to Apple’s revenue in the first year. iPad sales peaked in 2013, with the launch of the iPad Mini enticing 97 million customers.
Revenue for iPad has remained in the $20 to $30 billion revenue range since launch, but this peaked in 2013 with the launch of the iPad Mini. Since then, Apple has struggled to entice new customers and iPad owners typically hold onto their device for more than three years.
Apple saw an impressive 57 percent increase in iPad sales last year, primarily due to the coronavirus pandemic. This was not enough to reach the 2013 peak, however it reverses four years of sales in the 43-45 million range.
Note: Apple stopped reporting iPad sales in Q4 2018. All values afterwards are estimates
Sources: Apple, Canalys, Strategy Analytics
Wearable, Home and Accessories statistics
Apple does not break out its other categories, making it difficult to determine how much revenue each product is generating. However, we know Watch, AirPods and Beats are the three key products in this segment.
Wearable, Home and Accessories revenue
Apple has seen 243 percent growth in this segment since it bundled together all of its other hardware segments. We estimate that AirPods is a $10 billion business on its own, with Apple Watch also potentially contributing between $12 to $14 billion a year.
Apple Watch sales
Since it launched in 2015, Apple Watch has led the smartwatch market with over 50 percent market share in 2020. There has been double digit growth since 2017. According to Strategy Analytics, Apple Watch saw a 40 percent increase in sales between 2019 and 2020.
Sources: Canalys, Strategy Analytics
AirPods have become a significant business for Apple, with over 100 million sales in 2020. What were panned by many as pricey accessories have become mainstream, with almost every phone manufacturer offering their own ‘hearable’ to compete with Apple.
Sources: Counterpoint Research, TF International Securities, Strategy Analytics
In comparison to AirPods, HomePod has seen limited success. Apple sits far behind Amazon and Google in units sold, although the launch of the HomePod Mini has made some inroads, responsible for most of the 4.6 million units sold in Q4 2020.
Source: Strategy Analytics
Apple TV active devices (US)
Apple has been rather inactive in the smart TV market as well, of which Roku and Amazon control the majority of sales in the US and Europe. Apple has added more active devices every year in the US, but are around 50 million units behind Roku.
|Year||Active devices (US)|
Source: Strategy Analytics
Even with Apple’s shift in priorities from PC to mobile, Mac has remained a core part of the company’s product portfolio. PC sales have been flat or in decline for the past decade, but Apple has added more revenue and sales almost every year since 2009.
Throughout the decade, Apple has kept a core set of products: MacBook Air, MacBook Pro, Mac Pro and iMac. While there have been iterations and new models, this core has remained popular across a broad spectrum of professional customers.
Even though the PC market saw higher sales in 2020, for the past decade it has been in gradual decline. This is not the case for Apple, which has improved sales almost every year since 2009 and increasing its overall marketshare.
Note: Apple stopped reporting Mac sales in Q4 2018. All values afterwards are estimates
Sources: Apple, Garner
Apple Services statistics
An increasingly important part of Apple, as it continues to add more subscriptions and services to its iOS platform. With iPhone and iPad sales not likely to see much significant movement, Apple sees services as a way to continue growing.
It should be noted that Apple rarely publicises usage or subscribers for certain apps, like iCloud, iMessage, FaceTime and Health, which is why we have not included them in this data report.
Apple services revenue
In comparison to iPhone, iPad and Mac, Apple’s services revenue has increased year-on-year. Some analysts see it as the most important segment of the company, potentially reaching $50 billion in profit by 2025.
Subscribers to Apple services (total)
Apple has saw the number of subscribers to its services increase dramatically over the past six years. This stat includes subscriptions to iCloud, Apple Music, Apple TV+, Apple Arcade, Apple News+, Apple Fitness+.
Apple Pay active users
Even though Apple Pay comes pre-installed on all iPhones, users can still choose to not set up the contactless payment solution. About half of all iPhone users actively use Apple Pay, according to Loup Ventures.
Source: Loup Ventures
Apple Pay transaction volume
Apple Pay transaction volume more than doubled between 2018 and 2019, as more customers became comfortable using their phone to pay for things. While Apple has not revealed transaction volume for 2020, we suspect it will be lower than 2019 due to COVID-19.
Apple Music subscribers
Apple Music is the second largest music streaming service in the West, far behind Spotify’s 150 million users and not far behind Amazon Music’s 55 million. The majority of subscribers are from the US, which is one of the few countries Apple is ahead of Spotify.
Apple TV+ subscribers
Apple invested $6 billion into TV+ in 2019, a huge gamble in a market with Netflix, Amazon and Disney all competing for eyeballs. It also offers a year of TV+ to iPhone and iPad buyers for free, which means most subscribers are still on free trial.
|Nov 2019||5.7 million|
|May 2020||10 million|
|Nov 2020||33.6 million|
|May 2021||40 million|
Note: May 2021 is projected
Sources: Bloomberg, Statista
Apple News users
Apple’s news aggregation service may not responsible for much revenue generation – for Apple or news providers – but it has added more readers every year since launch. It is still behind Flipboard, with 145 million MAUs, but may surpass it by 2022.
Apple News+ added 200,000 subscribers in the first 48 hours, but has not made any significant strides since launch.
Siri active users
Apple’s Siri has been the unfortunate brunt of many jokes about artificial intelligence and smart assistants, however hundreds of millions of iPhone users actively use the application.
Note: Apple has used the terms ‘active users’ and ‘active devices’, so we are unsure which is correct. It may be that many of the ‘active’ users have only enabled Siri on their device, but do not regularly use it.
Apple has improved the accuracy of its smart assistant year-on-year, according to Loup Ventures, which run yearly tests on all of the major mobile smart assistants. While still behind Google Assistant and Amazon Alexa, Siri is catching up.
Source: Loup Ventures
Apple Arcade subscribers
Apple’s mobile gaming subscription platform has seen some interest, however Apple has reportedly changed course and will not publish as many exclusive games as it planned. This may be perceived as Apple not meeting subscription targets after one year.
Source: IHS Markit Technology