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Apple Inc.

Company Profile Analysis

Ticker: AAPL

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Apple Inc. - ICT showcase

Year Founded & Workforce

1976

166,000 Employees

Industry

ICT
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Apple Inc. Employee Contacts

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Apple Inc. Overview

Apple is the world's largest consumer technology franchise by revenue and profitability, and — as of mid-August 2026 — the second most valuable listed company globally. Its economic engine is a vertically integrated hardware–silicon–software–services stack anchored on an installed base that surpassed 2.5 billion active devices in the December 2025 quarter. iPhone contributed 50.4% of FY2025 revenue; Services, the highest-margin and fastest-compounding line, contributed 26.2% at a gross margin near 75%. Apple designs its own silicon, controls its operating systems, owns the primary distribution channel for third-party software on its platforms, and outsources substantially all manufacturing. The company is presently navigating three simultaneous inflections: a CEO succession (John Ternus replaces Tim Cook on 1 September 2026), a strategic pivot in artificial intelligence executed through a licensing partnership with Google's Gemini, and an acute global memory-component shortage that management has characterised as a once-in-a-century pricing event.


The company's own characterisation. Apple's FY2025 Form 10-K describes the business as designing, manufacturing and marketing smartphones, personal computers, tablets, wearables and accessories, and selling a range of related services. It identifies six software platforms — iOS, iPadOS, macOS, watchOS, visionOS and tvOS — as providing consistent experiences across devices, and lists services spanning advertising, AppleCare, cloud, digital content and payments. The 10-K states that the company's customers are primarily in the consumer, small and mid-sized business, education, enterprise and government markets, and that it sells through both direct channels (its own retail and online stores and direct sales force) and indirect channels (third-party cellular carriers, wholesalers, retailers and resellers). During FY2025 the direct/indirect split of net sales was 40%/60%.

Independent characterisation. Apple operates a closed-loop platform business disguised as a hardware manufacturer. The correct way to model it is as a two-stage machine.

Stage one — installed-base acquisition: Hardware is sold at gross margins that, while high for consumer electronics, are the lower-margin half of the business. Products gross margin ran at approximately 38.7% in Q2 FY2026 versus 76.7% for Services (management commentary, Q2 FY2026 earnings call). Hardware's strategic function is to install and renew an addressable base. That base exceeded 2.5 billion active devices as of the December 2025 quarter, up from 2.35 billion a year earlier.

Stage two — monetisation of the base: Services extract recurring, capital-light, near-software-margin revenue from that base through seven identified streams: advertising, AppleCare, cloud services, digital content (App Store and Apple's own subscription properties), payment services, and licensing. Cumulative paid subscriptions across Apple's platforms and third-party App Store subscriptions surpassed 1.5 billion as of Q3 FY2026 — roughly three years after crossing 1 billion.

Revenue model mix (FY2025). Product sales 73.8% ($307,003M); Services 26.2% ($109,158M). Within Services, a material but undisclosed component is licensing revenue from Google for default search placement in Safari — estimated at approximately $20 billion in 2022 per unsealed exhibits in United States v. Google LLC, which would have represented roughly one-fifth of FY2024 Services revenue. Apple does not disclose this figure. It is the single largest identified concentration risk inside the Services line.

Value chain position. Apple occupies the design, silicon architecture, operating system, brand, and retail distribution layers, and has increasingly extended into the component layer through in-house silicon (A-series, M-series, C-series modems, N-series networking). It does not own volume assembly; substantially all manufacturing is performed by outsourcing partners, principally in China, India and Vietnam. It is a price-setter in premium smartphones and a price-taker in memory — a structural asymmetry that became the dominant financial story of 2026.

Customer types and end-markets. Consumer (dominant), small and mid-sized business, education, enterprise, government and healthcare. Apple maintains dedicated go-to-market programmes for business, education, healthcare and government, but does not disclose revenue by customer type.

Strategy

Stated strategic themes

Apple's Form 10-K articulates a business strategy centred on bringing the best user experience to customers through innovative hardware, software and services; a commitment to design and development of its own operating systems, hardware, application software and services; continual investment in research and development, marketing and advertising; and expansion of its platform for the discovery and delivery of digital content and applications. Apple also states a commitment to leaving the world better than it found it, and to reaching carbon neutrality across its entire footprint by 2030.

Apple does not hold an investor day and does not issue medium-term financial targets. Guidance is provided one quarter forward on the earnings call only. This is a deliberate and long-standing disclosure posture and should be factored into any forecasting exercise.

Announced strategic initiatives, last 24 months

Artificial intelligence — the central pivot. Apple's initial Apple Intelligence rollout in 2024 was widely regarded as underdelivering, with promised Siri personalisation delayed by more than a year. The response has been threefold:

  1. Organisational reset. Giannandrea's SVP-level AI organisation was dismantled in December 2025. Foundation models, ML research and AI safety moved under Amar Subramanya reporting to Federighi; AI infrastructure and search/knowledge moved to Eddy Cue and Sabih Khan.

  2. External model licensing. At WWDC26 Apple confirmed a deep partnership with Google, stating it had worked with the Gemini family of models to co-create the next generation of Apple Foundation Models. Federighi framed the new Siri as profoundly more intelligent, knowledgeable and capable. This is a strategically significant admission that Apple's in-house frontier-model capability was not sufficient on the required timeline.

  3. Capability acquisition. The Q.ai acquisition (confirmed 29 January 2026) brought approximately 100 employees into Apple's hardware division and technology for interpreting whispered and silent speech via facial micromovements — pointing toward non-verbal interaction with Siri on future wearables.

Onshoring — the American Manufacturing Program. Announced February 2025 at $500 billion over four years and increased to $600 billion on 6 August 2025. Disclosed milestones: more than 20 billion US-made chips sourced from 24 factories across 12 states (target exceeded); on track for well over 100 million advanced chips from TSMC Arizona in 2026; Advanced Manufacturing Fund doubled to $10 billion; Apple Manufacturing Academy in Detroit supporting 130+ manufacturers; Houston server production and Mac mini line; Maiden NC data centre expansion; Advanced Manufacturing Center opened August 2026.

Supply-chain diversification into India. India accounted for approximately 25% of global iPhone production in early 2026, up from under 5% four years earlier, with roughly 55 million iPhones assembled in India in calendar 2025 (up 53%). Reported targets: 32% of global production by FY2026–27, with longer-term ambitions toward 50%. Indian tariff exemptions on key components in 2026 improved cost competitiveness against China through 2029.

Capital allocation reset. On 30 April 2026 CFO Kevan Parekh stated Apple would no longer provide net cash neutral as a formal target and would independently evaluate cash and debt.

Services expansion. WWDC26 introduced cross-developer App Store Bundles, App Store Suites, group subscriptions, enterprise volume purchasing, and AI-driven Personalized Collections — the most substantial change to App Store commercial architecture since subscriptions were introduced in 2016. Apple also announced a Screen Time category system requiring developers to classify apps as Social Media, Entertainment, Games or Other, alongside child-safety features including contact approval for children's accounts.

Content and sport. Apple TV holds Major League Baseball "Friday Night Baseball" rights and Formula 1 rights, alongside its MLS relationship. These serve subscriber acquisition and retention rather than standalone profitability; Apple does not disclose Apple TV economics.

Sustainability. Apple 2030 — carbon neutrality across the entire footprint by end of decade.

Management guidance (issued 30 July 2026 for Q4 FY2026)

Guidance itemRange
Total revenue growth year over year9 to 11 percent
iPhone revenue growthmid-teens percent
Services growth year over yearsimilar to Q3 FY2026 after removing approximately 2.5 points of sequential FX drag
Gross margin47 to 48 percent (including approximately 1 point benefit from tariff refunds)
Operating expenses19100 to 19400 (USD M)
Other income and expenseapproximately 350 (USD M), excluding mark-to-market on minority investments
Tax rateapproximately 16.5 percent
Foreign exchange impact on growthapproximately negative 2.5 percentage points

Consensus prior to the call was approximately 12% revenue growth. The shortfall is attributed by management to supply constraints and FX, not demand.

Products & Services

iPhone

ProductDescription and capabilitiesTarget customerLatest version / year
iPhone 17Mainstream flagship; A19 silicon; introduced September 2025 as part of Apple's best-selling lineup, driving record Q1 FY2026 iPhone revenue of $85.27 billionMass premiumSeptember 2025
iPhone 17 Pro / Pro MaxHighest-specification models; advanced camera systems, ProMotion displays, A19 Pro siliconProsumer, photography, professionalSeptember 2025
iPhone AirUltra-thin form factor introduced alongside iPhone 17; Apple's newest iPhone design lineDesign-led premium buyerSeptember 2025
iPhone 17eEntry-level model at $599; replaced iPhone 16e; announced 4 March 2026Price-sensitive and emerging-market buyersMarch 2026
iPhone 18 Pro / Pro MaxExpected September 2026 per supply-chain reporting; not announced by Apple as of this dateProsumerUnannounced
Foldable iPhone (reported name "iPhone Ultra")Book-style foldable widely reported for September 2026; Apple has not confirmed existence, name, price or specificationUltra-premiumUnannounced

Pricing model: one-time hardware purchase, extensively financed through carrier instalment plans, Apple Card Monthly Instalments and Apple Trade In. Apple discloses no unit volumes.

Structural note: Apple has moved to a split annual launch cadence. Reporting indicates the standard iPhone 18 and iPhone 18e will move to spring 2027, with only Pro and foldable models launching in autumn 2026. This is the most significant change to iPhone go-to-market rhythm since 2007 and mechanically reshapes fiscal quarter seasonality.

Mac

ProductDescriptionTarget customerLatest version / year
MacBook NeoLow-cost notebook at $599 built around iPhone-class silicon; announced 4 March 2026; management described demand as "off the charts" and credited it with driving 29% Mac revenue growth in Q3 FY2026Education, first-time Mac buyers, price-sensitiveMarch 2026
MacBook Air (M5)Mainstream thin-and-light notebook, 13" and 15"Consumer, education, businessMarch 2026
MacBook Pro (M5, M5 Pro, M5 Max)Professional notebooks; 14" M5 shipped October 2025, M5 Pro/Max March 2026Creative and technical professionalsMarch 2026
iMacAll-in-one desktopHome, educationM4 generation (2024); refresh reported for late 2026
Mac miniCompact desktop; carbon-neutral configuration; production being brought to HoustonConsumer, developer, server/agent workloadsM4 generation
Mac StudioHigh-performance compact workstationVideo, 3D, ML workloadsM4 Max / M3 Ultra (2025)
Mac ProTower workstation; Apple has confirmed discontinuationSpecialist professionalDiscontinued

macOS 27, codenamed "Golden Gate," was introduced at WWDC26 for autumn 2026 release. macOS 27 drops support for Intel-based Macs, completing the Apple silicon transition begun in 2020.

iPad

ProductDescriptionTarget customerLatest version / year
iPad ProM5 silicon, tandem OLED, ProMotion, Thunderbolt, fast chargeCreative professional, enterpriseOctober 2025 (M5)
iPad AirM4 silicon, 11" and 13"Mainstream prosumerMarch 2026
iPad (base)Entry tabletEducation, family, casualA16 generation; A18/A19 refresh reported
iPad miniCompact 8.3" tabletPortability-led buyersA17 Pro generation

Accessories: Apple Pencil (Pro, USB-C), Magic Keyboard, Smart Folio.

Wearables, Home and Accessories

ProductDescriptionTarget customerLatest version / year
Apple Watch Series 11Flagship smartwatch; hypertension notification feature introducedHealth-conscious consumerSeptember 2025
Apple Watch Ultra 3Ruggedised endurance and dive modelAthletes, outdoor, diveSeptember 2025
Apple Watch SE 3Value tierFirst-time buyers, familySeptember 2025
AirPods Pro 3Active noise cancellation, live translation, heart-rate sensing and fitness featuresMass premium audioSeptember 2025
AirPods 4Open-fit earbuds, ANC optionMass audio2,024
AirPods Max 2Over-ear headphonesPremium audioMarch 2026
Apple Vision Pro (M5)Spatial computer running visionOS; refreshed with M5 silicon October 2025; adoption has remained limited since 2024 launchEarly adopter, enterprise spatialOctober 2025
HomePod / HomePod miniSmart speakers with SiriHome audio, smart homeHomePod (2nd gen) 2023
Apple TV 4KStreaming set-top box running tvOSLiving room2022 generation
AirTag (2nd generation)Item tracker using Find My networkConsumer2,026
BeatsHeadphones and speakers brand retained since the 2014 acquisitionYouth, athletic, Android-adjacentOngoing
AccessoriesMagSafe, cases, adapters, displaysAllOngoing
Studio Display / Studio Display XDRExternal monitors; Thunderbolt 5, improved webcam; XDR adds mini-LED and 120Hz ProMotionCreative professionalMarch 2026

Services — complete catalogue

ServiceDescriptionModel
App StorePrimary distribution platform for third-party software across iOS, iPadOS, macOS, watchOS, tvOS and visionOS; facilitated $1.4 trillion in developer billings and sales in 2025 (Apple, published 4 June 2026), of which Apple states more than 90% carries zero commissionCommission (standard 30%, 15% small business/subscription year two)
AdvertisingSearch Ads in the App Store and advertising within Apple News and other propertiesAuction/CPM
iCloud / iCloud+Cloud storage, device backup, Private Relay, Hide My Email, custom email domainSubscription tiers
AppleCare / AppleCare+Extended warranty, priority support, accidental damage, theft and loss coverageOne-time or subscription
Apple MusicStreaming music with curated and radio programmingSubscription
Apple TVOriginal scripted and film content plus live sport, including MLB "Friday Night Baseball" and Formula 1 rightsSubscription
Apple ArcadeCurated games catalogue, no in-app purchasesSubscription
Apple Fitness+Guided workout and wellness video serviceSubscription
Apple News+Aggregated news and magazine subscriptionSubscription
Apple Books / PodcastsDigital books and podcast distributionTransactional / free with ads
Apple OneBundle of Apple's first-party subscriptions in Individual, Family and Premier tiersBundled subscription
Apple PayContactless and in-app paymentsInterchange share
Apple CardCo-branded consumer credit cardRevenue share with issuing partner
Apple CashPeer-to-peer paymentsTransactional
LicensingPrincipally default search placement agreements; Google's payment was reported at approximately $20 billion for 2022 in US v. Google exhibits, at a disclosed 36% revenue share on search advertising. Apple does not disclose this in its filingsRevenue share
Apple Business / Education / Healthcare / GovernmentDeployment, device management and volume purchasing programmesMixed

Software platforms. iOS 27, iPadOS 27, macOS 27 "Golden Gate", watchOS 27, tvOS 27 and visionOS 27 were introduced at WWDC26 on 8 June 2026 for free release in autumn 2026.

Apple Intelligence and Siri AI. At WWDC26 Apple introduced Siri AI, described by Craig Federighi as an entirely new assistant, alongside a rebuilt Apple Intelligence architecture. The architecture as publicly described has three tiers: a foundation-model layer (the third-generation Apple Foundation Models, co-developed with Google using Gemini technology), a Personal Context layer, and a surface layer comprising Siri and App Actions. Cloud inference runs inside Apple's Private Cloud Compute. Capabilities include multi-turn conversation, on-screen awareness, cross-app action execution, personal-context search across messages, email and photos, and a dedicated Siri app with iCloud-synced history. The Foundation Models framework was opened to third-party developers beyond Apple's own models.

Two limitations disclosed by Apple: Siri AI ships in beta, English first, in autumn 2026, and will not be available in the European Union or China at launch pending regulatory work in both jurisdictions.

Commercial terms of the Google arrangement have not been published by Apple. Bloomberg and other outlets have reported a multi-year licence at approximately $1 billion per year for a custom Apple-tuned Gemini model of roughly 1.2 trillion parameters. These terms are press-reported and not confirmed by Apple.

Financial Narrative

Margin and return profile (%, computed)

Revenue CAGR FY2021–FY2025: 3.28%. Net income CAGR FY2021–FY2025: 4.29%. Diluted EPS CAGR FY2021–FY2025: 7.38% — the gap between net income and EPS growth is the buyback.

Balance sheet

Goodwill and intangibles. Apple has not presented goodwill as a separate balance-sheet line since FY2018; it is immaterial and included within other non-current assets. Commencing with the Q3 FY2026 Form 10-Q, Apple presents intangible assets, net as a discrete line: $11,093M at 27 September 2025, rising to $20,342M at 27 June 2026. The $9.2 billion increase over nine months is consistent with the Q.ai acquisition and capitalised licensing arrangements, though Apple has not attributed it. Goodwill remains not separately disclosed.

Ratio analysis (computed)

Interest coverage. Apple disclosed the components of Other Income/(Expense), Net through FY2023: interest expense of $2,645M (FY2021), $2,931M (FY2022) and $3,933M (FY2023), implying EBIT interest coverage of 41.2x, 40.7x and 29.1x respectively. Apple did not separately disclose interest expense in the FY2024 or FY2025 Form 10-K; coverage for those years is therefore not computable from primary sources.

FY2026 year-to-date performance

Commentary on trends, inflections and drivers.

The gross margin escalator: Gross margin has expanded 512 basis points across five fiscal years, from 41.8% to 46.9%, and reached 49.1% in the first nine months of FY2026. Three drivers: Services mix (from 18.7% to 26.2% of revenue at roughly 75% gross margin), in-house silicon displacing merchant components, and — in FY2026 — approximately $0.11 per share and two percentage points of Q3 gross margin from IEEPA tariff refunds following the Supreme Court's 20 February 2026 ruling.

The FY2024 tax distortion: FY2024 net income of $93,736M is not comparable to adjacent years. It includes a one-time $10.2 billion net tax charge from the European Court of Justice's confirmation of the Commission's State Aid decision. On a non-GAAP basis Apple reported FY2024 net income of $103,982M and diluted EPS of $6.75. The apparent FY2025 net income growth of 19.5% is closer to 7.7% on a like-for-like basis.

The R&D inflection: This is the most significant line-item change in the current fiscal year and is materially under-discussed. R&D grew 32.5% year on year in the first nine months of FY2026 to $34,035M — already within $515M of the entire FY2025 spend — while SG&A grew only 8.6%. Apple is spending aggressively on AI, silicon and new form factors. Notably, this is showing up in the income statement rather than in capital expenditure: capex fell 28.2% year on year over the same period, to $6,799M. Apple continues to run an asset-light AI strategy relative to hyperscaler peers, licensing frontier model capability from Google rather than building comparable training infrastructure.

The inventory build: Inventories rose from $5,718M at FY2025 year-end to $11,092M at 27 June 2026 — a 94% increase — while operating cash flow surged 43%. This is the balance sheet showing management pre-buying memory ahead of the shortage, consistent with Tim Cook's earnings-call reference to carry-in inventory partially offsetting September-quarter memory costs.

The receivables lengthening: DSO has risen every year from 26.2 days (FY2021) to 34.9 days (FY2025), a 33% extension. This is a slow, consistent drift worth monitoring; it partially reflects growth in instalment financing and channel mix, but it also erodes one of Apple's historic structural advantages. The cash conversion cycle nonetheless remains around negative 71 days — Apple is financed by its own supply chain.

The negative working capital: Working capital has been negative in four of five years. For most companies this is a liquidity warning; for Apple it is a demonstration of supplier bargaining power, with days payable of 115 days against days inventory of 9 days.

Capital returns exceeding free cash flow: In FY2021, FY2024 and FY2025 Apple returned more than 100% of free cash flow, funding the excess from the securities portfolio. Total cash and marketable securities fell from $190.5 billion to $132.4 billion over four years — a deliberate balance-sheet reduction of $58 billion. That programme has now been formally retired.

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Financial Detail

Per-Share Data

MetricFY2021FY2022FY2023FY2024FY2025

Total net sales

365,817394,328383,285391,035416,161

Products net sales

297,392316,199298,085294,866307,003

Services net sales

68,42578,12985,20096,169109,158

Total cost of sales

212,981223,546214,137210,352220,960

Gross profit

152,836170,782169,148180,683195,201

Research and development

21,91426,25129,91531,37034,550

Selling general and administrative

21,97325,09424,93226,09727,601

Total operating expenses

43,88751,34554,84757,46762,151

Operating income

108,949119,437114,301123,216133,050

Depreciation and amortisation

11,28411,10411,51911,44511,698

EBITDA (computed)

120,233130,541125,820134,661144,748

Other income/(expense) net

258-334-565269-321

Income before provision for income taxes

109,207119,103113,736123,485132,729

Provision for income taxes

14,52719,30016,74129,74920,719

Net income

94,68099,80396,99593,736112,010

Basic EPS (USD)

5.676.156.166.117.49

Diluted EPS (USD)

5.616.116.136.087.46

Dividends declared per share (USD)

0.850.900.940.981.02

Margin Analysis (%)

MetricFY2021FY2022FY2023FY2024FY2025

Gross margin

41.7843.3144.1346.2146.90

Operating margin

29.7830.2929.8231.5131.97

EBITDA margin

32.8733.1132.8334.4434.78

Net margin

25.8825.3125.3123.9726.92

Effective tax rate

13.3016.2014.7224.0915.61

R&D as percent of revenue

5.996.667.808.028.30

Revenue growth YoY

—7.79-2.802.026.43

Financial Analysis

MetricFY2021FY2022FY2023FY2024FY2025

Total assets

351,002352,755352,583364,980359,241

Cash and cash equivalents

34,94023,64629,96529,94335,934

Marketable securities current

27,69924,65831,59035,22818,763

Marketable securities non-current

127,877120,805100,54491,47977,723

Total cash and marketable securities

190,516169,109162,099156,650132,420

Inventories

6,5804,9466,3317,2865,718

Property plant and equipment net

39,44042,11743,71545,68049,834

Commercial paper

6,0009,9825,9859,9677,979

Term debt current

9,61311,1289,82210,91212,350

Term debt non-current

109,10698,95995,28185,75078,328

Total debt (computed)

124,719120,069111,088106,62998,657

Net cash position (computed)

65,79749,04051,01150,02133,763

Total liabilities

287,912302,083290,437308,030285,508

Total shareholders equity

63,09050,67262,14656,95073,733

Working capital (computed)

9,355-18,577-1,742-23,405-17,674

Financial Analysis — Cash generated by operating activities

MetricFY2021FY2022FY2023FY2024FY2025

Cash generated by operating activities

104,038122,151110,543118,254111,482

Payments for acquisition of property plant and equipment

11,08510,70810,9599,44712,715

Free cash flow (computed)

92,953111,44399,584108,80798,767

Payments for dividends and dividend equivalents

14,46714,84115,02515,23415,421

Repurchases of common stock

85,97189,40277,55094,94990,711

Total capital returned (computed)

100,438104,24392,575110,183106,132

Capital returned as percent of FCF

108.093.593.0101.3107.5

Returns & Leverage Ratios (%) and Financial Ratios (x)

RatioFY2021FY2022FY2023FY2024FY2025

Return on equity (percent, average equity)

147.4175.5171.9157.4171.4

Return on assets (percent, average assets)

28.128.427.526.130.9

Return on invested capital (percent, NOPAT/avg debt+equity)

51.755.856.755.566.8

Current ratio

1.070.880.990.870.89

Debt to equity

1.982.371.791.871.34

Net debt to EBITDA

-0.55-0.38-0.41-0.37-0.23

Asset turnover

1.081.121.091.091.15

Days sales outstanding

26.226.128.131.234.9

Days inventory outstanding

11.38.110.812.69.4

Days payables outstanding

93.9104.7106.7119.7115.4

Cash conversion cycle (days)

-56.4-70.5-67.8-75.8-71.1

Margin Analysis (%) and Per-Share Data

Metric9M FY20259M FY2026Change percent

Total net sales

313,695364,35716.2

Products

233,287272,62916.9

Services

80,40891,72814.1

Gross margin

146,860178,78221.7

Research and development

25,68434,03532.5

Selling general and administrative

20,55322,3158.6

Operating income

100,623122,43221.7

Net income

84,544101,46420.0

Diluted EPS (USD)

5.626.8822.4

Cash generated by operating activities

81,754116,99643.1

Capital expenditure

9,4736,799-28.2

Repurchases of common stock

70,57962,094-12.0

Geographic Revenue

SegmentFY2023 growthFY2024 growthFY2025 growth9M FY2026 growth

Americas

-4.42.86.811.4

Europe

-0.97.59.616.1

Greater China

-2.2-7.7-3.830.0

Japan

-6.63.314.610.4

Rest of Asia Pacific

0.83.59.919.4

Total

-2.82.06.416.2

Geographic Revenue (FY2023–FY2025)

MetricFY2023FY2024FY2025

Net sales United States

138,573142,196151,790

Net sales China (incl. Hong Kong and Taiwan)

72,55966,95264,377

Net sales other countries

172,153181,887199,994

Long-lived assets United States

—35,66440,274

Long-lived assets China

—4,7973,617

Long-lived assets other countries

—5,2195,943

“—” = not publicly disclosed.

Geographic Revenue (Quarterly)

SegmentQ3 FY2025Q3 FY2026Growth percent

Americas

41,19845,78111.1

Europe

24,01429,39522.4

Greater China

15,36918,81622.4

Japan

5,7826,55413.4

Rest of Asia Pacific

7,6738,87115.6

Geographic Revenue (Q3 FY2025–Q3 FY2026)

CategoryQ3 FY2025Q3 FY2026Growth percent

iPhone

44,58254,25221.7

Mac

8,04610,35228.7

iPad

6,5816,191-5.9

Wearables Home and Accessories

7,4047,8836.5

Services

27,42330,73912.1

Valuation Snapshot

MetricValue

Closing price 13 August 2026 (USD)

305.26

52-week range (USD)

223.78 to 344.57

All-time closing high (USD)

339.79 on 28 July 2026

Market capitalisation 13 August 2026 (USD trillion)

4.46

Market capitalisation change over one year (percent)

30.72

Shares outstanding at 27 June 2026 (thousands)

14,608,963

Consensus rating

Buy / Moderate Buy

Number of covering analysts

41 to 111 depending on aggregator

Mean price target (USD)

322 to 327

Implied upside from 305.26 (percent)

approximately 5 to 7

Range of price targets (USD)

215 to 400

Consensus FY2026 revenue estimate (USD Bn)

approximately 465

Consensus FY2026 EPS estimate (USD)

8.17 to 8.49

Valuation Snapshot — Trailing twelve month revenue

MetricValueBasis

Trailing twelve month revenue (USD Bn)

466.8

FY2025 plus 9M FY2026 less 9M FY2025

Trailing twelve month net income (USD Bn)

128.9

Same basis

Trailing twelve month diluted EPS (USD)

8.72

Same basis

Trailing price to earnings

approximately 35.0

305.26 divided by 8.72

Forward price to earnings

approximately 32.7

Third-party, on consensus

Price to sales

approximately 9.6

Market cap over TTM revenue

Enterprise value (USD Bn)

approximately 4398

Market cap less approximately $62B net cash

EV to sales

approximately 9.4

Computed

EV to EBITDA

approximately 26

Computed on TTM EBITDA of approximately $168B

Price to book

approximately 41.5

Market cap over $107.5B equity at 27 June 2026

Dividend yield trailing

approximately 0.35 percent

$1.06 annualised over $305.26

PEG ratio

approximately 2.46

Third-party

Per-Share Data and Dividends & Capital Returns

MetricFY2021FY2022FY2023FY2024FY2025FY2026 to date

Dividends declared per share (USD)

0.850.900.940.981.021.06

Dividends paid (USD Mn)

14,46714,84115,02515,23415,421

11778 (9M)

Dividends & Capital Returns

MetricFY2021FY2022FY2023FY2024FY20259M FY2026

Repurchases of common stock (USD Mn)

85,97189,40277,55094,94990,71162,094

Diluted shares outstanding (thousands, weighted)

not tabulated

not tabulated

not tabulated

15,408,09515,004,69714,750,302

Credit Ratings

AgencyRatingOutlookNotes

Moody's

Aaa (senior unsecured); Prime-1 (commercial paper)

Stable

Upgraded from Aa1 in December 2021 citing exceptional liquidity, robust earnings and a very strong business profile. One of only three US corporates at Aaa alongside Microsoft and Johnson & Johnson

S&P Global Ratings

AA+ (local currency long-term)

Stable

Affirmed 19 May 2025

Fitch Ratings

Not publicly rated / not disclosed

—

No public Fitch rating identified

Analyst Conclusions

Management guidance

Apple guides one quarter forward only and issues no medium-term targets. For Q4 FY2026 (quarter ending 26 September 2026), management guided to revenue growth of 9–11%, gross margin of 47–48% including approximately one point of tariff-refund benefit, operating expenses of $19.1–19.4 billion, other income and expense of approximately $350 million, and a tax rate of approximately 16.5%. Foreign exchange is expected to be an approximately 2.5 percentage point drag. Services growth is expected to be broadly similar to Q3 after adjusting for FX. Management explicitly attributed the sequential deceleration to supply constraints — extending across iPhone, iPad and Mac — and FX rather than to demand.

Consensus expectations

Consensus places FY2026 revenue at approximately $465 billion and FY2026 EPS between $8.17 and $8.49, implying roughly 12% revenue growth and 10–14% EPS growth for the full year. Consensus revenue growth then falls into single digits for most of FY2027 (FactSet). The consensus rating is Buy with a mean price target of approximately $322–327 against a 13 August close of $305.26.

Bull case

1. This is a supply problem, not a demand problem — and supply problems end. Q3 FY2026 delivered 16% revenue growth, 29% EPS growth, a 50.1% gross margin, record June-quarter iPhone, Mac and Services revenue, and growth in every geographic segment. iPhone revenue beat consensus. Greater China grew 30% over nine months after three years of decline. Apple captured a record 49% of global smartphone revenue while competitors lost volume. The memory shortage compresses margin and delays shipments; it does not destroy the installed base, the pricing power or the ecosystem. Deferred demand becomes future revenue.

2. The Services engine is accelerating and is structurally undervalued in the multiple. Services reached $109.2 billion in FY2025 at approximately 76.7% gross margin, grew 14.1% over nine months of FY2026, and now rests on 1.5 billion paid subscriptions reached in three years from the 1 billion mark. The App Store ecosystem facilitated $1.4 trillion in billings in 2025. WWDC26 expanded the monetisable surface with bundles, suites, group subscriptions and enterprise volume licensing. At 26% of revenue and growing at twice the corporate rate, Services is progressively converting Apple from a hardware multiple to a software multiple.

3. Ternus inherits an unusually favourable set-up. He takes over with a record product cycle in hand, a September foldable launch, macOS 27 forcing an Intel Mac replacement wave, MacBook Neo opening a new price band, Greater China re-accelerating, India scaling toward a third of global iPhone production, $62 billion of net cash and a newly liberated capital allocation policy, a hardware engineer's mandate at exactly the moment hardware differentiation matters again, and a Gemini partnership that closes the AI gap without a decade of capital expenditure.

Bear case

1. Apple has rented its most important capability from its most dangerous competitor. Apple publicly acknowledged at WWDC26 that AFM 3 was co-developed with Google's Gemini. Alphabet is simultaneously Apple's largest Services customer (an estimated ~$20 billion annually, now judicially constrained to non-exclusive 12-month terms with an appeal pending) and the supplier of Apple's frontier model capability. Both relationships face antitrust scrutiny in the US and EU. If either unwinds, Apple loses roughly a fifth of Services revenue at near-100% margin, or its AI roadmap, or both. Meanwhile capital expenditure fell 28% year on year while Meta and Alphabet guided to $145 billion and $180–190 billion respectively — Apple is not building the optionality to replace what it licenses.

2. The regulatory vice is tightening on the highest-margin revenue in the company. Apple currently charges zero commission on qualifying US link-out purchases; the district court will set the permissible rate, Apple has proposed 15%/10%, and the Supreme Court will not rule before mid-2027. The DMA has been affirmed against Apple by the EU General Court, nine interoperability measures stand with waivers refused, and periodic penalties of up to 5% of daily turnover are available. The DOJ monopolisation suit survived dismissal and alleges 65%/70% market shares. Each of these attacks the same thing: Apple's ability to charge rent on its own installed base.

3. Margin, growth and multiple are all pointing the wrong way simultaneously. Gross margin is guided down from 50.1% to 47–48%, and even that includes a one-point tariff-refund benefit that will not repeat. R&D is growing at 32.5% while revenue growth is guided down to 9–11% and consensus falls to single digits through FY2027. FX is a 2.5-point drag. Wearables has declined three straight years. iPad fell in Q3. The equity trades at approximately 35x trailing earnings against 3.3% five-year revenue CAGR. The 31 July session — a 10% decline on guidance, the worst since March 2020 — demonstrated exactly how little disappointment that multiple can absorb.

Catalysts and monitorables, next twelve months

TimingCatalyst / monitorable
September 2026iPhone 18 Pro / Pro Max launch and the first foldable iPhone (reported); pricing decisions will reveal how much memory cost Apple passes through
1 September 2026John Ternus becomes CEO; Cook becomes executive chairman; Levinson becomes lead independent director. Watch the first strategic and capital-allocation signals
Autumn 2026Siri AI beta ships in English, excluding the EU and China. Reception is the referendum on the Google partnership
Late October 2026Q4 FY2026 results and FY2026 Form 10-K; first guidance under the new CEO
Q4 CY2026 onwardMemory pricing trajectory and DRAM supplier capacity additions; whether the "100-year flood" recedes or persists into FY2027
October 2026 termSupreme Court argument in the Epic contempt appeal; district court determination of the permissible link-out commission rate
Late 2026 / early 2027D.C. Circuit hearing of the DOJ cross-appeal in US v. Google, including Chrome divestiture
Ongoing 2026EU DMA interoperability compliance deadlines; Siri AI availability in the EU and China
OngoingSection 122 tariff rate — announced intent to move from 10% to 15%
OngoingDeployment of the newly freed balance sheet: whether Apple makes a materially larger acquisition or steps up AI infrastructure spend
January 2027Q1 FY2027 holiday quarter — the first full read on the foldable and on the split iPhone launch cadence
Through 2026–27India production share progressing toward a reported 32% of global iPhone output; Greater China growth durability against Huawei

Analyst verdict

Apple enters the Ternus era in the strongest operating condition of the Cook decade and the most precarious strategic position. The operating case is not in doubt: sixteen percent revenue growth, a fifty percent gross margin, record June-quarter results across iPhone, Mac and Services, forty-nine percent of all global smartphone revenue from a fifth of the units, a China business growing thirty percent after three years of decline, and 1.5 billion paid subscriptions. The 31 July selloff was a reaction to a component shortage, not to a demand deterioration, and component shortages resolve.

The strategic case is where the equity actually sits. Apple has responded to the defining technology transition of the decade by licensing capability from Alphabet — the counterparty that already supplies roughly a fifth of Services revenue at near-total margin, and the one company most capable of displacing Apple's platform economics. Simultaneously, Apple cut capital expenditure twenty-eight percent while its peers committed hundreds of billions to AI infrastructure. This may prove to be the most capital-efficient decision in the sector, letting Alphabet fund the capex while Apple monetises 2.5 billion devices. It may equally prove to be the moment Apple ceded the layer of the stack that determines who captures the next decade's economics. Nothing in the current disclosure resolves that question, and the retirement of the net cash neutral target is best read as management acknowledging it needs the option to change its mind.

Layer on the regulatory position — zero commission on US link-outs today, a DMA regime now judicially affirmed, a Sherman Act §2 case in discovery, and a Google search agreement reduced to non-exclusive twelve-month terms under appeal — and the picture is of a business whose earnings quality is high, whose earnings durability is contested, and whose multiple of approximately thirty-five times trailing earnings assumes the contest is already settled in Apple's favour. It is not.

The balanced conclusion: Apple remains the highest-quality cash-generating franchise in consumer technology, with a sixty-seven percent return on invested capital, an Aaa rating, and an installed base that no competitor can replicate. But the next twelve months are unusually binary for a company of this size, hinging on a foldable launch, a rebuilt Siri, a component market outside Apple's control, a court-set commission rate, and a new CEO's first capital allocation decisions. Investors should size the position to the recognition that a 10% single-day move on guidance is now within the normal range of outcomes.


END OF DOSSIER

Prepared from publicly available sources as of 15 August 2026. Where sources conflict, both figures have been noted. Figures marked "computed" are the preparer's calculations from disclosed inputs. This document is an intelligence compilation, not investment advice.

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Executive Leadership

Executive Leadership Team

NameTitleTenure / notes

Tim Cook

Chief Executive Officer (through 31 August 2026); Executive Chairman from 1 September 2026

Age 65. Joined Apple 1998 as SVP Worldwide Sales and Operations; CEO since August 2011. As executive chairman will retain responsibility for global policy and government engagement

John Ternus

SVP Hardware Engineering; CEO-elect, effective 1 September 2026

Age 50. Joined Apple's product design team in 2001 after four years as a mechanical engineer at Virtual Research Systems; VP Hardware Engineering 2013; SVP 2021. Appointed CEO and director by the Board on 17 April 2026; announced 20 April 2026

Kevan Parekh

SVP, Chief Financial Officer

Appointed 1 January 2025, succeeding Luca Maestri

Sabih Khan

Chief Operating Officer

Assumed role July 2025 from Jeff Williams; previously SVP Operations. Now also oversees Environment and Social Initiatives

Craig Federighi

SVP Software Engineering

Leads all six OS platforms and, since December 2025, the expanded AI organisation

Eddy Cue

SVP Services

Absorbed AI Infrastructure and Search & Knowledge from the former Giannandrea organisation

Johny Srouji

SVP Hardware Technologies

Leads Apple silicon; publicly rebutted December 2025 departure speculation

Greg Joswiak

SVP Worldwide Marketing

—

Deirdre O'Brien

SVP Retail + People

Named executive officer in recent proxies

Jennifer Newstead

SVP, General Counsel and Secretary

Joined January 2026 from Meta; became General Counsel 1 March 2026; will assume the combined title SVP General Counsel and Government Affairs on Kate Adams's retirement

Amar Subramanya

VP of Artificial Intelligence

Joined December 2025. Previously Corporate VP of AI at Microsoft; 16 years at Google including head of engineering for the Gemini assistant. Leads Apple Foundation Models, ML Research, and AI Safety and Evaluation, reporting to Federighi

Stephen Lemay

Human Interface Design leadership

Assumed responsibility following Alan Dye's December 2025 departure

Ben Borders

Principal Accounting Officer

Effective 1 January 2026, succeeding Chris Kondo; joined Apple November 2010

Board & Management Changes

DateChange

1 January 2025

Luca Maestri steps down as CFO to lead corporate services; Kevan Parekh appointed CFO

July 2025

Jeff Williams hands COO role to Sabih Khan; retired later in 2025

July 2025

Ruoming Pang, head of Apple Foundation Models, departs for Meta with a number of colleagues

1 December 2025

John Giannandrea steps down as SVP Machine Learning and AI Strategy; advisory role to spring 2026 retirement

3 December 2025

Alan Dye, VP Human Interface Design since 2015, departs to become Chief Design Officer at Meta; Billy Sorrentino also departs for Meta

4 December 2025

Kate Adams announces retirement for late 2026 after nine years as General Counsel; Lisa Jackson (VP Environment, Policy and Social Initiatives) retires late January 2026 after twelve years

1 March 2026

Jennifer Newstead becomes General Counsel

20 April 2026

CEO succession announced

Board of Directors

DirectorOccupationIndependentAgeDirector since

Arthur D. Levinson (Board Chair)

Founder and CEO, Calico

Yes

752000

Tim Cook

CEO, Apple

No

652011

Wanda Austin

Former President and CEO, The Aerospace Corporation

Yes

712024

Alex Gorsky

Former Chair and CEO, Johnson & Johnson

Yes

652021

Andrea Jung

President and CEO, Grameen America

Yes

672008

Monica Lozano

Former President and CEO, College Futures Foundation

Yes

692021

Ronald D. Sugar

Former Chair and CEO, Northrop Grumman

Yes

772010

Susan L. Wagner

Co-founder and Director, BlackRock

Yes

642014

Directors' Remuneration

ComponentTim Cook FY2025 (USD)

Base salary

3,000,000

Stock awards

57,500,000

Non-equity incentive plan compensation

12,000,000

All other compensation

1,760,000

Total

74,300,000

Major Shareholders

HolderApproximate stakeNotes

The Vanguard Group

~9.0–9.4%

Largest institutional holder; approximately 1.4–1.43 billion shares

BlackRock

~5–7.7%

Second largest

State Street Global Advisors

~4%

Passive index

Geode Capital Management

~2.3%

Passive index

Berkshire Hathaway

~2% (approximately 300 million shares)

Active; position reduced from prior peak but remains among Berkshire's largest holdings

Fidelity (FMR)

Top-10 holder

Passive and active

Competitive Landscape

Competitors by Segment

Apple businessPrincipal named competitors

iPhone / smartphones

Samsung Electronics, Xiaomi, OPPO (incl. OnePlus, realme), vivo, Huawei, HONOR, Google (Pixel), Motorola (Lenovo), Transsion

Mac / personal computers

Lenovo, HP Inc., Dell Technologies, ASUS, Acer, Microsoft (Surface)

iPad / tablets

Samsung, Lenovo, Amazon, Xiaomi, Huawei

Wearables

Samsung, Garmin, Google (Fitbit), Huawei, Xiaomi, Meta (Ray-Ban smart glasses), Whoop

Audio

Sony, Bose, Samsung (Galaxy Buds), Sonos, JBL (Harman/Samsung)

Spatial computing

Meta (Quest), Sony, HTC, ByteDance (Pico)

Services — music

Spotify, Amazon Music, YouTube Music, Tencent Music

Services — video

Netflix, Amazon Prime Video, Disney+, YouTube, Warner Bros. Discovery

Services — cloud

Google One, Microsoft OneDrive, Dropbox, Amazon

Services — app distribution

Google Play, Epic Games Store, Microsoft, Amazon Appstore, emerging EU alternative marketplaces

Services — payments

PayPal, Visa, Mastercard, Google Pay, Block

AI assistants and platforms

Google (Gemini), OpenAI, Anthropic, Meta, Microsoft, Amazon (Alexa)

Peer Comparison FY2026

Metric (Q2 calendar 2026)AppleSamsungXiaomi

Global shipment share percent (IDC)

20.122.611.2

Shipments millions of units (IDC)

55.862.731.2

Shipment growth year over year percent (IDC)

4 to 9

2.9 to 9

-26.3

Global smartphone revenue share percent (Counterpoint)

4916—

Revenue growth year over year percent (Counterpoint)

229-17

Average selling price USD (Counterpoint)

946——

“—” = not publicly disclosed.

Peer Comparison FY2025

MetricApple FY2025Samsung Electronics CY2025Alphabet CY2025Microsoft FY2025

Revenue (USD Mn)

416,161234,622402,800281,720

Revenue growth percent

6.410.915.114.9

Gross margin percent

46.939.4

not captured

not captured

Operating margin percent

32.013.1

not captured

not captured

R&D as percent of revenue

8.311.3

not captured

not captured

Recent Developments

--

Company Snapshot

$274.52M

Revenue

166,000

Employees

$3,205,000M

Market Cap

1976

Founded

US

Headquarters

SWOT Analysis

Strengths

  • Gross margin expansion of 512 basis points over five years, from 41.78% (FY2021) to 46.90% (FY2025), reaching 50.1% in Q3 FY2026 — evidence of durable pricing power and mix improvement.
  • Services revenue of $109,158M in FY2025, a 12.4% five-year CAGR, at a gross margin of 76.7% (Q2 FY2026 management disclosure) versus 38.7% for Products.
  • Return on invested capital of 66.8% in FY2025 (computed on NOPAT over average debt plus equity), rising from 51.7% in FY2021.
  • Negative cash conversion cycle of approximately 71 days in FY2025 — 115 days payable against 9 days inventory — meaning the supply chain funds Apple's working capital.
  • Record 49% share of global smartphone revenue in Q2 2026 from a 20–21% unit share (Counterpoint/IDC), with an ASP of $946 against a market ASP of $400.
  • Aaa (Moody's, stable) and AA+ (S&P, stable) ratings — one of only three US corporates rated Aaa alongside Microsoft and Johnson & Johnson — with $146.5 billion in cash and marketable securities at 27 June 2026.
  • Installed base exceeding 2.5 billion active devices and 1.5 billion paid subscriptions, reached in approximately three years from the 1 billion milestone.

Weaknesses

  • iPhone concentration at 50.4% of FY2025 revenue and 53.9% of nine-month FY2026 revenue — a single-product dependency unmatched among mega-cap peers.
  • Frontier AI capability licensed from a competitor. Apple publicly acknowledged at WWDC26 that AFM 3 was co-developed with Google's Gemini — an implicit admission that in-house models were not ready on the required timeline.
  • Wearables, Home and Accessories has declined three consecutive years, from $41,241M (FY2022) to $35,686M (FY2025), a 13.5% cumulative contraction.
  • US patent grants fell 11.6% in 2025 to 2,722, dropping Apple from fourth to sixth or seventh in the IFI ranking.
  • Working capital has been negative in four of the last five fiscal years, at negative $17,674M in FY2025, with a current ratio of 0.89 — an acceptable position given cash generation but one that leaves no cushion.
  • DSO has extended 33% over five years, from 26.2 to 34.9 days, eroding a historic structural advantage.
  • Capital expenditure fell 28.2% year on year to $6,799M over nine months of FY2026 while hyperscaler peers guided to $145 billion (Meta) and $180–190 billion (Alphabet) for calendar 2026 — a widening infrastructure gap.
  • Siri AI will not be available in the EU or China at launch, excluding two segments that together represented 42.2% of FY2025 revenue from the flagship feature of the year.

Opportunities

  • Greater China grew 30.0% over nine months of FY2026 after three consecutive annual declines — a $64.4 billion segment (FY2025) returning to growth.
  • India is scaling inside the Europe segment. Approximately 25% of global iPhone production in early 2026 versus under 5% four years ago, with $50 billion of cumulative exports over five years and 2026 Indian component tariff exemptions running to 2029.
  • The retirement of the net cash neutral target unlocks approximately $62 billion of net cash plus incremental borrowing capacity for acquisitions, R&D and AI infrastructure — flexibility explicitly created for the incoming CEO.
  • macOS 27 drops Intel Mac support, creating a forced-upgrade catalyst across the remaining Intel installed base.
  • The MacBook Neo at $599 drove Mac revenue up 28.7% in Q3 FY2026 and opens a price band Apple has never previously addressed at volume.
  • The reported September 2026 foldable iPhone would be Apple's first genuinely new iPhone form factor since 2007, at ultra-premium pricing.
  • A premium AI subscription tier is a natural extension: Apple monetises 1.5 billion paid subscriptions today and faces a reported ~$1 billion annual Gemini cost that an "Apple Intelligence+" tier could more than offset.
  • App Store commercial architecture changes at WWDC26 — cross-developer bundles, suites, group subscriptions, enterprise volume licensing — expand monetisable surface area within Services.

Threats

  • Memory supply and pricing. Cook publicly described a "100-year flood," noted only three primary DRAM suppliers, and guided Q4 FY2026 gross margin down to 47–48% from 50.1%. Guidance of 9–11% revenue growth fell short of ~12% consensus, costing roughly $400–500 billion of market capitalisation in one session on 31 July 2026.
  • DOJ Sherman Act §2 litigation. Motion to dismiss denied 30 June 2025; the complaint alleges 65% of the US smartphone market and 70% of the "performance smartphone" market. Structural remedies remain possible.
  • Google search revenue at risk. An estimated ~$20 billion annually, now limited to non-exclusive 12-month terms, with the DOJ cross-appeal (including Chrome divestiture) expected to be heard in late 2026 or early 2027.
  • App Store commission compression. Zero commission on qualifying US link-outs is in force pending a district court rate determination; the Supreme Court will not rule before mid-2027. Apple has proposed 15%/10%.
  • EU DMA enforcement. A €500 million fine under appeal; the General Court rejected Apple's designation challenge on 8 July 2026; nine interoperability measures imposed with five waiver requests refused; periodic penalties of up to 5% of daily turnover available.
  • Tariff regime instability. IEEPA tariffs were struck down on 20 February 2026 and replaced with Section 122 tariffs at 10%, with a stated intent to raise to 15%. The Q3 FY2026 refund benefit was a one-time item, not a run-rate improvement.
  • Leadership discontinuity. CEO, COO, CFO, General Counsel, AI head, design head and environment head all changed within roughly fifteen months, with two senior departures going to Meta.
  • Greater China political and competitive risk. Huawei grew 20.9% in its home market in Q2 2026 on stable pricing while Siri AI remains unavailable in China.

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Key Developments

DateEventSignificance
19 Feb 2025iPhone 16e launched at $599Entry-tier repositioning; expands addressable market
24 Feb 2025$500 billion four-year US investment commitment; Advanced Manufacturing Fund doubled to $10 billion; Houston server facility announcedPolitical and tariff risk mitigation
Mar 2025Apple publicly delays personalised Siri featuresTrigger for the AI credibility gap and the subsequent organisational reset
Mar 2025M4 MacBook Air, Mac Studio (M4 Max / M3 Ultra), iPad Air M3Routine refresh cycle
23 Apr 2025European Commission imposes €500 million DMA fine over anti-steering restrictionsFirst-ever DMA fine against Apple
30 Apr 2025US District Court finds Apple in civil contempt of the Epic injunction; bars commission on US link-outs; referral for possible criminal contemptZero-commission link-outs in the US remain in force
9 Jun 2025WWDC25: Liquid Glass design language; OS version renumbering to "26"; expanded Apple IntelligenceDesign reset ahead of the AI rebuild
30 Jun 2025Judge Julien Neals denies Apple's motion to dismiss DOJ monopolisation suitCase proceeds to discovery; multi-year exposure
Jul 2025Sabih Khan succeeds Jeff Williams as COO; Ruoming Pang departs for MetaStart of the leadership turnover cycle
7 Jul 2025Apple files annulment action in the EU General Court against the €500 million fineLitigation pending
6 Aug 2025US commitment raised to $600 billion; American Manufacturing Program launched at a White House eventLargest US investment pledge by any technology company
2 Sep 2025Judge Mehta's remedies ruling in *US v. Google* permits continued revenue-share payments to Apple, subject to non-exclusivity and 12-month termsPreserves an estimated $20 billion annual Services stream
9 Sep 2025iPhone 17, 17 Pro/Pro Max, iPhone Air, Apple Watch Series 11/SE 3/Ultra 3, AirPods Pro 3The product cycle that drove FY2026's outperformance
Oct 2025M5 iPad Pro, M5 14" MacBook Pro, M5 Apple Vision ProSilicon generation refresh
30 Oct 2025Q4 FY2025 results: $102.5 billion revenue, record FY revenue of $416.2 billion, EPS $1.85Record year
31 Oct 2025FY2025 Form 10-K filed; 166,000 FTEs disclosed—
14 Nov 2025Financial Times reports intensified CEO succession planning, Ternus as frontrunnerMarket begins pricing succession
1 Dec 2025John Giannandrea steps down; Amar Subramanya joins as VP of AIAI leadership reset
3 Dec 2025Alan Dye departs for Meta as Chief Design Officer; Billy Sorrentino followsDesign leadership loss
4 Dec 2025Kate Adams to retire late 2026; Jennifer Newstead to join; Lisa Jackson to retire January 2026Legal, policy and environmental leadership transition
5 Jan 2026Indian government reports $50 billion cumulative iPhone exports over five yearsScale of the India shift
8 Jan 20262026 proxy filed: Cook FY2025 compensation $74.3 million; Levinson and Sugar stand for re-election above the age guidelineGovernance flag
13 Jan 2026IFI CLAIMS reports Apple's 2025 US patent grants fell 11.6% to 2,722Innovation-metric optics
29 Jan 2026Q1 FY2026: all-time record revenue $143.8 billion, EPS $2.84; iPhone $85.27 billion (+23%); installed base surpasses 2.5 billion; ~$54 billion operating cash flow; ~$32 billion returnedBest quarter in Apple's history
29 Jan 2026Q.ai acquisition confirmed at approximately $2 billionSecond-largest acquisition ever
5 Feb 2026Apple Ads and Apple Maps escape DMA gatekeeper designationNarrow regulatory win
Feb 2026Mac mini production announced for Houston; Advanced Manufacturing Center construction underwayOnshoring execution
20 Feb 2026US Supreme Court rules IEEPA tariffs unauthorised; Court of International Trade subsequently orders refunds; CBP refund system launched 20 April 2026Source of the tariff refund benefit in Q3 FY2026 results
24 Feb 2026Annual meeting: all eight directors re-elected; Ernst & Young reappointed—
1 Mar 2026Jennifer Newstead becomes General Counsel—
4 Mar 2026"Apple Experience" events in New York, London and Shanghai: MacBook Neo ($599), iPhone 17e ($599), M5 MacBook Air, M5 Pro/Max MacBook Pro, M4 iPad Air, Studio Display and Studio Display XDRNine products in a single quarter; MacBook Neo becomes the Mac growth driver
Mar 2026AirPods Max 2; AirTag (2nd generation)—
Apr 20262026 Environmental Progress Report: emissions more than 60% below 2015; 30% recycled content in shipped products–
17–20 Apr 2026Board appoints John Ternus CEO effective 1 September 2026; Cook to executive chairman; Levinson to lead independent directorLargest governance change since 2011
29–30 Apr 2026Ninth Circuit reverses stay in Epic; rate-setting proceedings resume—
30 Apr 2026Q2 FY2026: record $111.2 billion revenue (+17%), EPS $2.01 (+22%), gross margin 49.3%; Greater China +28%; Services record $30.98 billion; net cash neutral target retired; additional $100 billion buyback; dividend raised 4% to $0.27Capital-allocation regime change
May 2026Apple petitions the Supreme Court on the Epic contempt finding; Justice Kagan denies a stay of the rate proceedings—
22 May 2026Google defends the Safari default agreement in its antitrust appealApple's Services concentration remains in play
25 May 2026Apple and the US file a joint discovery dispute over 14 federal agencies' documents in the DOJ caseLitigation friction
Jun 2026Apple raises prices on Mac and iPad to absorb memory costsFirst broad price action of the cycle; iPhone pricing held
8 Jun 2026WWDC26: Siri AI on Gemini-co-developed AFM 3; iOS/iPadOS/watchOS/tvOS/visionOS 27 and macOS 27 "Golden Gate"; App Store bundles and suites; agentic Passwords app; child-safety and Screen Time category controls. Siri AI excluded from the EU and China at launchThe pivotal strategic event of the year
30 Jun 2026US Supreme Court grants certiorari on the Epic contempt question for the October 2026 termResolution unlikely before mid-2027
8 Jul 2026EU General Court rejects Apple's challenge to the DMA designation of the App Store and iOSCompliance obligations affirmed
Jul 2026Counterpoint: Apple takes a record 49% of global smartphone revenue in Q2 2026, with ASP of $946 and revenue growth of 22%Premium share consolidation
28 Jul 2026AAPL sets an all-time closing high of $339.79; briefly crosses the $5 trillion valuation threshold intraday and reclaims the most-valuable-company titleCycle peak
30 Jul 2026Q3 FY2026: revenue $109.4 billion (+16%), EPS $2.02 (+29%), gross margin 50.1%; paid subscriptions surpass 1.5 billion; Cook's final earnings call; Q4 guidance of 9–11% growth below the ~12% consensus; Cook describes memory pricing as a "100-year flood"Guidance shock
31 Jul 2026Shares fall approximately 7–10% — the worst single session since March 2020 — erasing roughly $400–500 billion of market value; most-valuable-company title returns to NvidiaSupply, not demand, repriced the equity
13 Aug 2026Apple opens the Advanced Manufacturing Center in Houston; Commerce Secretary Howard Lutnick attends alongside Tim CookOnshoring milestone
14 Aug 2026Supreme Court clears the path for the App Store commission rate proceedings to continue; Apple proposes 15% for standard apps and 10% for partner programmes and subscription renewals on linked-out purchasesCommission economics of link-outs to be set by the district court

Financial Performance

Explore key financial metrics, segmented revenue, balance sheet health, and performance trends.

Balance Sheet

1 chart
Working Capital (Days): Days sales outstanding rose from Days 26.2 Days in FY2021 to Days 34.9 Days in FY2025.
Apple Inc. — Working Capital (Days)
Series (Days Days)FY2021FY2022FY2023FY2024FY2025
Days sales outstanding26.226.128.131.234.9
Days inventory outstanding11.38.110.812.69.4
Days payables outstanding93.9104.7106.7119.7115.4
Cash conversion cycle-56.4-70.5-67.8-75.8-71.1

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