COMPANIES & PRODUCTS

Apple
 Table of Contents

01 Overview Apple iPhone sales revenue 2007-2024 22

iPhone revenue as share of Apple's total revenue 2009-2024, by quarter 23
IT devices total spending worldwide 2012-2024 04
Global smartphone unit shipments of Apple 2010-2023, by quarter 24
Revenue of the smartphones industry worldwide 2018-2028 05
Mobile Apple iOS market share worldwide 2018-2024, by version 25
Global smartphone shipments by quarter 2009-2023 06
Global iPhone 15 adoption rate 2023-2024, by model 26
Global revenue of PCs 2018-2028 07
Global iPhone 14 adoption rate 2023-2024, by model 27
Global PC unit shipments 2009-2023, by quarter 08
Revenue of the tablets industry worldwide 2018-2028 09
04 Mac and iPad
Worldwide tablet shipments 2010-2023, by quarter 10
Total wearable device unit shipments worldwide 2014-2022 11 Apple's revenue from Mac computers worldwide 2006-2024 29

Revenue of the VR headsets industry worldwide 2018-2028 12 Apple Mac shipments worldwide 2006-2023, by quarter 30

AR/VR headset shipments worldwide 2020-2023 13 macOS version market share worldwide 2018-2024 31
Apple's global revenue from iPad sales 2010-2024 32

02 Financials iPad revenue as share of Apple's total revenue 2010-2024, by quarter 33

Apple iPad global unit sales by quarter 2012-2023 34
Apple's revenue worldwide 2004-2023 15
Tablet Apple iOS version market share worldwide 2018-2023 35
Revenue of Apple by fiscal quarter 2005-2024 16
Apple's revenue broken down by operating segments 2012-2024, by quarter 17
05 Apple Vision Pro
Apple's revenue broken down by geographical region 2012-2024, by quarter 18
Apple's net income 2005-2023 19 Apple Vision Pro shipment forecast worldwide 2024-2028 37

Number of employees of Apple 2005-2023 20 Apple Vision Pro price list in the United States 2024, by storage size 38
Apple Vision Pro accessories price list in the United States 2024 39

03 iPhone
06 Services

1
 Table of Contents

Revenue of Apple from services segment 2013-2024 41

Services revenue as share of Apple's total revenue 2015-2024, by quarter 42
Number of active apps from the Apple App Store 2008-2023 43

07 Competitors
Apple, Google, and Microsoft: revenue comparison 2008-2023 45
Quarterly smartphone market share worldwide by vendor 2009-2023 46
Market share of mobile operating systems worldwide 2009-2023, by quarter 47
Global PC vendor shipment market share 2014-2023, by quarter 48
Global market share held by tablet vendors 2011-2023 49
Market share of tablet operating systems worldwide 2016-2023, by quarter 50
Wearables shipments worldwide market share 2014-2023, by vendor 51
Comparison of VR headsets worldwide 2024, by price 52

08 Investments and sustainability

Apple: expenditure on research and development 2007-2023 54
Apple's cash usage in investing activities 2015-2023 55
Carbon emissions of Apple flagship devices 2024, by product 56

2
CHAPTER 01

Overview
 Global spending on devices (PCs, tablets, mobile phones, and printers)
from 2012 to 2024 (in billion U.S. dollars)
IT devices total spending worldwide 2012-2024

900
808.58
800
717.05 732.29
712 712 697 699.79
700 676 677 665
649 646 630
Spending in billion U.S. dollars

600

500

400

300

200

100

0
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024*

4 Description: In 2023, spending on devices amounted to nearly 700 billion U.S. dollars globally, a decrease of around 2.4 percent from the previous year. Global IT spending is expected to reach approximately five trillion U.S. dollars in 2024, increasing by about 6.8
percent compared to 2023. Around 732 billion U.S. dollars will be spent on devices. Read more
Note(s): Worldwide; 2012 to 2024; Includes PCs, ultramobiles, mobile phones, tablets and printers; *Forecast Read more
Source(s): Gartner
 Revenue of the smartphones market worldwide from 2018 to 2028 (in
billion U.S. dollars)
Revenue of the smartphones industry worldwide 2018-2028

600
542.47
522.67
503.06
500 481.2 479.03 485.34
467.6
453.7 453.88
422.89 423.59
Revenue in billion U.S. dollars

400

300

200

100

0
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

5 Description: The global revenue in the 'Smartphones' segment of the consumer electronics market was forecast to continuously increase between 2024 and 2028 by in total 74.9 billion U.S. dollars (+16.02 percent). After the fourth consecutive increasing year, the
indicator is estimated to reach 542.47 billion U.S. dollars and therefore a new peak in 2028. Read more
Note(s): Worldwide; 2018 to 2028
Source(s): Statista; Statista Consumer Market Insights
 Smartphone shipments worldwide from 4th quarter 2009 to 4th quarter
2023 (in million units)
Global smartphone shipments by quarter 2009-2023

500

450

400
Shipments in million units

350

300

250

200

150

100

50

22
9

3
'0

'1

'1

'1

'1

'1

'1

'1

'1

'1

'1

'1

'1

'1

'1

'1

'1

'1

'1

'1

'1

'2

'2

'2

'2

'2

'2

'2
4'
4

4
Q
Q

Q
6 Description: Smartphone shipments slightly increased from the fourth quarter of 2022 to the fourth quarter of 2023. At about 362 million units, this number was an increase also compared to the just around 303 million unit shipments recorded in the third quarter of
2023. Read more
Note(s): Worldwide; 4th quarter 2009 to 4th quarter 2023
Source(s): IDC
 Revenue of the PCs market worldwide from 2018 to 2028, by category (in
billion U.S. dollars)
Global revenue of PCs 2018-2028

Laptops Tablets Desktop PCs

160
147.45
142
136.66
140 131.27 132.09
129.28 127.62 127.51
125.84
116.69
120 115.49
Revenue in billion U.S. dollars

100

80

57.02 59.78 57.28 58.15 59.87

54.98 53.73 55.12 56.5
60 49.81
48.69
36.93 36.93 38.57 38.93 37.3 37.92 38.01 38.36 38.71 39.26 39.76
40

20

0
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

7 Description: The revenue is forecast to experience significant growth in all segments in 2028. As part of the positive trend, the indicator reaches the maximum value for all three different segments at the end of the comparison period. Particularly noteworthy is the
segment Laptops, which has the highest value of 147.45 billion U.S. dollars. Read more
Note(s): Worldwide; 2018 to 2028
Source(s): Statista; Statista Technology Market Insights
 Personal computer (PC) unit shipments worldwide from 2009 to 2023, by
quarter (in million units)
Global PC unit shipments 2009-2023, by quarter

120

100
Shipments in millions

80

60

40

20

0
Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3
'09 '09 '10 '10 '11 '11 '12 '12 '13 '13 '14 '14 '15 '15 '16 '16 '17 '17 '18 '18 '19 '19 '20 '20 '21 '21 '22 '22 '23 '23

8 Description: In the fourth quarter of 2023, approximately 63.37 million PCs were shipped globally. Compared to the fourth quarter of the previous year, this quarter saw a 0.3 percent year-over-year decline, a sign of the PC market in recovery following successive
disappointing quarters. Read more
Note(s): Worldwide; 2009 to 2023
Source(s): Gartner; Gizchina; HardwareZone; MacRumors.com; VentureBeat
 Revenue of the tablets market worldwide from 2018 to 2028 (in billion U.S.
dollars)
Revenue of the tablets industry worldwide 2018-2028

70

59.78 59.87
60 57.02 57.28 58.15
56.5
54.98 55.12
53.73
48.69 49.81
Revenue in billion U.S. dollars

50

40

30

20

10

0
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

9 Description: The global revenue in the 'Tablets' segment of the consumer electronics market was forecast to continuously increase between 2024 and 2028 by in total 6.1 billion U.S. dollars (+11.35 percent). After the fourth consecutive increasing year, the indicator is
estimated to reach 59.87 billion U.S. dollars and therefore a new peak in 2028. Read more
Note(s): Worldwide; 2018 to 2028
Source(s): Statista; Statista Consumer Market Insights
 Worldwide tablet shipments from 2nd quarter 2010 to 4th quarter 2023
(in million units)
Worldwide tablet shipments 2010-2023, by quarter

90

78.6
80 76.4

70 66.2
Shipments in million units

60
60 55.7
52.9 52.2
50 50.5 49.6
48.6 48.3 48
50 46.4 46.7 46 45.7
44.4 44.1 43 43.6 42.3
40.5 40.5
39.6
39.3 38.240 36.4 38.1
38.9 39.9 38.4 38.6 36.8
40 34.8 35.8
33.9 32.2 33.2
29.9 28.3 31.7 30.7
28.3
30 25.7
18.6 20.3
20 15.04
10.1
10 7.9
3.34.5
0

Q3'22
Q4'22
Q2 '10
Q3 '10
Q4 '10
Q1 '11
Q2 '11
Q3 '11
Q4 '11
Q1 '12
Q2 '12
Q3 '12
Q4 '12
Q1 '13
Q2 '13
Q3 '13
Q4 '13
Q1 '14
Q2 '14
Q3 '14
Q4 '14
Q1 '15
Q2 '15
Q3 '15
Q4 '15
Q1 '16
Q2 '16
Q3 '16
Q4 '16
Q1 '17
Q2 '17
Q3 '17
Q4 '17
Q1 '18
Q2 '18
Q3 '18
Q2 '19
Q3 '19
Q4 '19
Q1 '20
Q2 '20
Q3 '20
Q4 '20
Q1 '21
Q2 '21
Q3 '21
Q4 '21
Q1 '22
Q2 '22

Q1 '23
Q2 '23
Q3 '23
Q4 '23
10 Description: In the fourth quarter of 2023, worldwide tablet shipments stood at 36.8 million units, an increase from the previous quarter, when 33.2 million tablets were shipped. Read more
Note(s): Worldwide; 2010 to 2023; *The source did not publish data for every quarter. Read more
Source(s): IDC
 Wearables unit shipments worldwide from 2014 to 2022 (in millions)
Total wearable device unit shipments worldwide 2014-2022

600
533.6
492.1
500
444.7
Unit shipments in millions

400
346.4

300

200 172.2

115.4
102.4
100 81.9

28.8

0
2014 2015 2016 2017 2018 2019 2020 2021 2022

11 Description: In 2022, global shipments of hearables, watches, wrist-bands, and other wearables stands at 492.1 million units. There was a 21.9 percent percent year-over-year decrease compared to the previous year. Read more
Note(s): Worldwide; 2014 to 2022
Source(s): IDC; Statista
 Revenue of the VR headsets market worldwide from 2018 to 2028 (in
billion U.S. dollars)
Revenue of the VR headsets industry worldwide 2018-2028

14

12 11.21 11.45
11.13
10.48
9.95
Revenue in billion U.S. dollars

10 9.18

8.06
8

6.11
6

4 3.42

2.27
1.7
2

0
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

12 Description: The global revenue in the 'VR Headsets' segment of the consumer electronics market was forecast to continuously increase between 2024 and 2028 by in total 1.5 billion U.S. dollars (+15.08 percent). After the tenth consecutive increasing year, the
indicator is estimated to reach 11.45 billion U.S. dollars and therefore a new peak in 2028. Notably, the revenue of the 'VR Headsets' segment of the consumer electronics market was continuously increasing over the past years. Read more
Note(s): Worldwide; 2018 to 2028
Source(s): Statista; Statista Consumer Market Insights
 Augmented reality (AR) and virtual reality (VR) headset shipments
worldwide from 2020 to 2023 (in millions)
AR/VR headset shipments worldwide 2020-2023

AR VR
12

10
Shipments in millions

6
9.06
8.33
4 6.67

4.43
2

0.58 0.8 0.78 0.78

0
2020 2021 2022 2023*

13 Description: In 2022, the number of augmented reality (AR) and virtual reality (VR) devices shipped worldwide reached 9.11 million units, with forecasts suggesting that this is set to fall to 7.45 million units in 2023. Read more
Note(s): Worldwide; 2020 to 2023; * Estimate. Read more
Source(s): TrendForce
CHAPTER 02

Financials
 Global revenue of Apple from 2004 to 2023 (in billion U.S. dollars)
Apple's revenue worldwide 2004-2023

450
394.33
400 383.29
365.82
Total net sales in billion U.S. dollars

350

300
265.6 260.17 274.52
250 233.72 229.23
215.64
200 182.8
170.9
156.5
150
108.2
100
65.2
37.5 42.9
50 24.6
13.9 19.3
8.2
0
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
Fiscal years

15 Description: Apple’s total net sales amounted to 383.29 billion U.S. dollars in their 2023 financial year, a decrease from the historical record of 394.33 billion U.S. dollars in financial year 2022. Apple’s annual revenue quadrupled in the last ten years. Read more
Note(s): Worldwide; FY 2004 to 2023
Source(s): Apple
 Apple's global revenue from 1st quarter 2005 to 1st quarter 2024 (in
billion U.S. dollars)
Revenue of Apple by fiscal quarter 2005-2024

140

120
Revenue in billion U.S. dollars

100

80

60

40

20

0
Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3' Q1 Q3 Q1
'05 '05 '06 '06 '07 '07 '08 '08 '09 '09 '10 '10 '11 '11 '12 '12 '13 '13 '14 '14 '15 '15 '16 '16 '17 '17 '18 '18 '19 '19 '20 '20 '21 '21 '22 22 '23 '23 '24
Fiscal quarter

16 Description: For the first quarter of their 2024 fiscal year, Apple reported a revenue of 119.6 billion U.S. dollars. Read more
Note(s): Worldwide; FY 2005 to 2024
Source(s): Apple
 Revenue of Apple by operating segment from the first quarter of 2012 to
1st quarter 2024 (in billion U.S. dollars)
Apple's revenue broken down by operating segments 2012-2024, by quarter

iPhone* Mac* iPad* Wearables, home and accessories*** Services**

140

120
Revenue in billion U.S. dollars

100

80

60

40

20

0
1Q '12
2Q '12
3Q '12
4Q '12
1Q '13
2Q '13
3Q '13
4Q '13
1Q '14
2Q '14
3Q '14
4Q '14
1Q '15
2Q '15
3Q '15
4Q '15
1Q '16
2Q '16
3Q '16
4Q '16
1Q '17
2Q '17
3Q '17
4Q '17
1Q '18
2Q '18
3Q '18
4Q '18
1Q '19
2Q '19
3Q '19
4Q '19
1Q '20
2Q '20
3Q '20
4Q '20
1Q '21
2Q '21
3Q '21
4Q '21
1Q '22
2Q '22
3Q' 22
4Q '22
1Q '23
2Q '23
3Q '23
4Q '23
1Q '24
Fiscal quarter

17 Description: Apple generated 69.7 billion U.S. dollars in revenue from iPhone sales in the first quarter of the 2024 financial year. Read more
Note(s): Worldwide; FY 2012 to 2024
Source(s): Apple
 Revenue of Apple by geographical region from the first quarter of 2012 to
1st quarter 2024 (in billion U.S. dollars)
Apple's revenue broken down by geographical region 2012-2024, by quarter

Americas Europe Greater China Japan Rest of Asia Pacific

140

120
Revenue in billion U.S. dollars

100

80

60

40

20

0
1Q '12
2Q '12
3Q '12
4Q '12
1Q '13
2Q '13
3Q '13
4Q '13
1Q '14
2Q '14
3Q '14
4Q '14
1Q '15
2Q '15
3Q '15
4Q '15
1Q '16
2Q '16
3Q '16
4Q '16
1Q '17
2Q '17
3Q '17
4Q '17
1Q '18
2Q '18
3Q '18
4Q '18
1Q '19
2Q '19
3Q '19
4Q '19
1Q '20
2Q '20
3Q '20
4Q '20
1Q '21
2Q '21
3Q '21
4Q '21
1Q '22
2Q '22
3Q' 22
4Q '22
1Q '23
2Q '23
3Q '23
4Q '23
1Q '24
18 Description: The Americas are Apple’s largest regional market, bringing in net sales of 50.43 billion U.S. dollars in the first quarter of the company’s 2023 fiscal year. Europe and Greater China are two other major markets for Apple. Read more
Note(s): Worldwide; FY 2012 to 2024
Source(s): Apple
 Apple's net income in the company's fiscal years from 2005 to 2023 (in
billion U.S. dollars)
Apple's net income 2005-2023

120

99.8
100 94.68 96.99
Net income in billion U.S. dollars

80

59.53 57.41
60 53.39 55.26
48.35
45.69
41.73 39.51
40 37.04

25.92

20 14.01
6.12 8.24
1.33 1.99 3.5
0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
Fiscal years

19 Description: Apple reported net income of 96.99 billion U.S. dollars in its 2023 fiscal year, down from the highest net income to date in 2022. Apple’s global revenue amounted to 383.29 billion U.S. dollars in that same year. Founded in 1976 in California by Steve Jobs,
Steve Wozniak and Ronald Wayne, Apple has over the years developed into one of the most valuable brands worldwide. Read more
Note(s): Worldwide; FY 2005 to 2023
Source(s): Apple
 Apple's number of employees in the fiscal years 2005 to 2023 (in 1,000s)
Number of employees of Apple 2005-2023

180
164 161
160 154
147
137
Number of employees in thousands

140 132
123
120 116
110

100 92.6
80.3
80 72.8
60.4
60
46.6

40 32 34.3
21.6
14.8 17.79
20

0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

20 Description: The total number of Apple employees dramatically increased from 2005 through to 2023. As of FY 2023, the total number of employees had reached around 161 thousand (only counting full-time equivalent), down from 164 thousand recorded in the
previous year. Read more
Note(s): Worldwide; 2005 to 2023
Source(s): Apple
CHAPTER 03

iPhone
 Apple's iPhone revenue from 3rd quarter 2007 to 1st quarter 2024 (in
million U.S. dollars)
Apple iPhone sales revenue 2007-2024

80,000

70,000
Revenue in million U.S. dollars

60,000

50,000

40,000

30,000

20,000

10,000

0
Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3' Q1 Q3 Q1
'07 '08 '08 '09 '09 '10 '10 '11 '11 '12 '12 '13* '13 '14 '14 '15 '15 '16 '16 '17 '17 '18 '18 '19 '19 '20 '20 '21 '21 '22 22 '23 '23 '24
Fiscal quarter

22 Description: In the first quarter of its 2024 fiscal year, Apple generated around 69.7 billion U.S. dollars in revenue from the sales of iPhones. Read more
Note(s): Worldwide; 2007 to 2024
Source(s): Apple
 iPhone sales share of Apple's total revenue worldwide from 4th quarter
2009 to 1st quarter 2024
iPhone revenue as share of Apple's total revenue 2009-2024, by quarter

80%

70%

60%
Share of revenue

50%

40%

30%

20%

10%

0%
Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3' Q1 Q3 Q1
'09 '09 '10 '10 '11 '11 '12 '12 '13 '13 '14 '14 '15 '15 '16 '16 '17 '17 '18 '18 '19 '19 '20 '20 '21 '21 '22 22 '23 '23 '24

23 Description: iPhone sales made up approximately 58.3 percent of Apple’s total revenue in the first quarter of the company’s fiscal year 2024. iPhone sales usually contribute to half or more than half of Apple’s overall sales revenue. Apple’s other businesses such as the
Apple Watch and the iTunes Store have been bringing in growing shares of revenues, from around five percent in 2017 to a combined 30 percent in the first quarter of FY 2024. Read more
Note(s): Worldwide; FY 2009 to 2024
Source(s): Apple; Statista
 Apple worldwide shipments of smartphones from 2010 to 2023, by
quarter (in million units)
Global smartphone unit shipments of Apple 2010-2023, by quarter

100
90.1
90 84.1
80.5
78.3 77.3
80 74.5 74.8 73.8 72.3
iPhone shipments in millions

68.4
70
61.2
60 55.2 56.5 55.2 53.6
51 51.2 50.8 52.2 50.4 51.9
47.8 47.548 45.5 46.7 46.9 46.6
50 43.7 44.2 44.6
41.3 41.7 42.5
39.3 40.4 38.5
3735.1 37.4 36.4 37.6
36.7
40 33.8 35.2 33.8
31.2
30 2626.9
20.4
18.6
16.2 17.1
20 14.1
8.78.4
10

0
Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3
'10 '10 '11 '11 '12 '12 '13 '13 '14 '14 '15 '15 '16 '16 '17 '17 '18 '18 '19 '19 '20 '20 '21 '21 '22 '22 '23 '23

24 Description: Around 80.5 million iPhones were shipped during the fourth quarter of 2023, nearly a 30 million unit increase compared to the previous quarter and an eight million increase compared to the same quarter in the previous year. There has been a tendency
of increased Apple smartphone shipments in the fourth quarters every year since 2011. Read more
Note(s): Worldwide; 2010 to 2023
Source(s): IDC
 Mobile Apple iOS operating system market share worldwide from January
2018 to February 2024, by version
Mobile Apple iOS market share worldwide 2018-2024, by version

iOS 4.3 iOS 5.0 iOS 6 iOS 7 iOS 8 iOS 9 iOS 10 iOS 11 iOS 12 iOS 13 iOS 14 iOS 15 iOS 16 iOS 17.0 Other
120%

100%

80%
Market share

60%

40%

20%

0%
N '18

N '19

N '20

N '21

N '22

N '23
Ja 8
M '18

Ju 8

M '19

Ju 9

Ja 9

M '20

Ju 0

Ja 0

Ja 2

Ja 3
M '21

Ju 1

Ja 1

M '22

Ju 2

M '23

Ju 3
Se 18

Se 19

Se 20

Se 21

Se 22

Se 23
M '18

M '19

M '20

M '21

M '22

M '23

4
'1

'1

'1

'1

'2

'2

'2

'2

'2

'2

'2

'2
'2
l'

l'

l'

l'

l'

l'
p

p
ov

ov

ov

ov
ar
ay

ov

ar
ay

ov

ar
ay

ar
ay

ar
ay

ar
ay
n

n
Ja

25 Description: As of February 2024, the Apple iOS 17 represented the majority of Apple devices globally, holding a combined 62.5 percent of all Apple mobile devices globally. Apple's iOS 16 trailed in the second place with around 24 percent of Apple mobile devices
worldwide. Overall, the statistic indicates that the significant changes in iOS version market shares usually take place around the Apple Event each September when the company unveils its latest iPhone. Read more
Note(s): Worldwide; 2018 to 2024
Source(s): StatCounter
 iPhone 15 adoption rate worldwide from September 2023 to January 2024,
by model
Global iPhone 15 adoption rate 2023-2024, by model

iPhone 15 iPhone 15 Plus iPhone 15 Pro iPhone 15 Pro Max

4.0%
3.64%

3.5%
3.06%
3.0%

2.37% 2.3%
2.5%
Adoption rate

2.11%
2.0%
1.69% 1.66%

1.5% 1.25%
1.21% 1.29%

1.0% 0.85%
0.58% 0.66%
0.51%
0.5% 0.31%
0.27% 0.35%
0.23%
0.12%
0.05%
0.0%
Sep '23 Oct '23 Nov '23 Dec '23 Jan '24

26 Description: Apple introduced the new iPhone 15 lineup in September 2023. Since then, the iPhone 15 Pro and 15 Pro Max have recorded the highest adoption rate. As of January 2024, they amounted to 2.3 and 3.64 percent, respectively. Read more
Note(s): Worldwide; September 2023 to January 2024
Source(s): Mixpanel
 iPhone 14 adoption rate worldwide from September 2022 to January 2024,
by model
Global iPhone 14 adoption rate 2023-2024, by model

iPhone 14 iPhone 14 Plus iPhone 14 Pro iPhone 14 Pro Max

8%
7.4% 7.29%
7.15% 7.12% 7.1% 7.07%
7% 6.71%
6.1% 6.05%
5.92% 5.9%
6% 5.71% 5.71% 5.7% 5.72% 5.67%
5.52%
5.05% 5%
5% 4.73% 4.72% 4.77%
Adoption rate

4.32% 4.4% 4.41%

4.08% 3.96% 4.22%
4.01%
4% 3.5% 3.51% 3.64%
3.32%
3.14%
2.91%
3% 2.66%
2.52% 2.61%
2.31%
2.11%
2.05% 1.97%
1.74% 1.76%
2% 1.48% 1.59% 1.65% 1.68% 1.63% 1.71%
1.42%
1.32% 1.33% 1.33%
1.1% 1.2%
0.86% 0.98%
1% 0.76% 0.84%
0.58% 0.5%
0.47% 0.55%
0.16% 0.3%
0% 0.1%
0%
Sep '22 Oct '22 Nov '22 Dec '22 Jan '23 Feb '23 Mar '23 Apr '23 May '23 Jun '23 Jul '23 Aug '23 Sep '23 Oct '23 Nov '23 Dec '23 Jan '24

27 Description: The iPhone 14 lineup was released in September 2022. As of January 2024, the iPhone 14 Pro Max recorded the highest adoption rate among the models, amounting to over seven percent. The iPhone 14 Pro followed, with an adoption rate of 5.67 percent.
Read more
Note(s): Worldwide; September 2022 to January 2024
Source(s): Mixpanel
CHAPTER 04

Mac and iPad

 Apple's global revenue from sales of Mac computers from 1st quarter
2006 to 1st quarter 2024 (in million U.S. dollars)
Apple's revenue from Mac computers worldwide 2006-2024

14,000

12,000
Revenue in million U.S. dollars

10,000

8,000

6,000

4,000

2,000

0
Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3' Q1 Q3 Q1
'06 '06 '07 '07 '08 '08 '09 '09 '10 '10 '11 '11 '12 '12 '13 '13 '14 '14 '15 '15 '16 '16 '17 '17 '18 '18 '19 '19 '20 '20 '21 '21 '22 22 '23 '23 '24
Fiscal quarters

29 Description: In the first quarter of Apple's 2024 fiscal year, sales of Apple Mac computers generated around 7.78 billion U.S. dollars in revenue, up from 7.73 billion U.S. dollars of the same quarter in the previous year. PCs were the first electronic devices developed by
the company, and today the Mac lineup includes the MacBook Air, Pro, iMac, Mac mini, and Mac Pro. Read more
Note(s): Worldwide; FY 2006 to 2024
Source(s): Apple
 Apple Mac shipments worldwide from 2006 to 2023, by quarter (in
thousands)
Apple Mac shipments worldwide 2006-2023, by quarter

9,000

8,000

7,000
Shipments in thousands

6,000

5,000

4,000

3,000

2,000

1,000

0
Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3
'06 '06 '07 '07 '08 '08 '09 '09 '10 '10 '11 '11 '12 '12 '13 '13 '14 '14 '15 '15 '16 '16 '17 '17 '18 '18 '19 '19 '20 '20 '21 '21 '22 '22 '23 '23

30 Description: In the fourth quarter of 2023, Apple Mac shipments stood at 6.3 million units worldwide, an increase from the 5.9 million Mac shipments that were recorded in the fourth quarter of the previous year. Read more
Note(s): Worldwide; 2005 to 2023
Source(s): Apple; Gartner
 macOS market share worldwide from January 2018 to February 2024, by
version
macOS version market share worldwide 2018-2024

macOS Catalina macOS Mojave macOS High Sierra macOS Sierra OS X El Capitan OS X 10.10 OS X Mavericks Other

90%

70%
Market share

50%

30%

10%

-10%
N '18

N '19

N '20

N '21

N '22

N '23
Ja 8

Ja 9

Ja 0

Ja 1

Ja 2

Ja 3
M '18

Ju 8

M '19

Ju 9

M '20

Ju 0

M '21

Ju 1

M '22

Ju 2

M '23

Ju 3
Se 18

Se 19

Se 20

Se 21

Se 22

Se 23
M '18

M '19

M '20

M '21

M '22

M '23

4
'1
'1

'1

'1

'2

'2

'2

'2

'2

'2

'2

'2
'2
l'

l'

l'

l'

l'

l'
p

p
oc

ov

ov

ov

ov

ov
ar
ay

ar
ay

ar
ay

ar
ay

ar
ay

ar
ay
n

n
Ja

31 Description: Since Apple's macOS Catalina (10.15) was released in October 2019, it did not take long until it became the most used version of macOS. As of February 2024, macOS Catalina commanded a staggering 95 percent market share of all Apple computers
worldwide. Read more
Note(s): Worldwide; 2018 to 2024
Source(s): StatCounter
 Revenue of Apple from iPad sales worldwide from 3rd quarter 2010 to 1st
quarter 2024 (in million U.S. dollars)
Apple's global revenue from iPad sales 2010-2024

14,000

12,000
Revenue in million U.S. dollars

10,000

8,000

6,000

4,000

2,000

0
Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3' Q1 Q3 Q1
'10 '11 '11 '12 '12 '13 '13 '14 '14 '15 '15 '16 '16 '17 '17 '18 '18 '19 '19 '20 '20 '21 '21 '22 22 '23 '23 '24
Fiscal quarters

32 Description: In the first quarter of Apple's financial year 2024, iPad sales generated about seven billion U.S. dollars in revenue, down from 9.4 billion U.S. dollars registered in the same quarter of 2023. Read more
Note(s): Worldwide; FY 2010 to 2024
Source(s): Apple
 iPad revenue as a share of Apple's total global revenue from 3rd quarter
2010 to 1st quarter 2024
iPad revenue as share of Apple's total revenue 2010-2024, by quarter

30%

25%
Share of total revenue

20%

15%

10%

5%

0%
Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3' Q1 Q3 Q1
'10 '11 '11 '12 '12 '13 '13 '14 '14 '15 '15 '16 '16 '17 '17 '18 '18 '19 '19 '20 '20 '21 '21 '22 22 '23 '23 '24

33 Description: Apple's iPad revenue fluctuates based on release of a new model as a percentage of the company’s total global revenue in each respective quarter from fiscal year 2010 to 2024. In the first quarter of Apple's 2024 fiscal year, iPad revenue accounted for
almost six percent of the company's total revenue. Read more
Note(s): Worldwide; FY 2010 to 2024
Source(s): Apple; Statista
 Apple's global tablet unit shipments from 1st quarter 2012 to 4th quarter
2023 (in million units)
Apple iPad global unit sales by quarter 2012-2023

30

26

25
22.9 22.5
iPad shipments in millions

21.4
19.5 19.5 19
20
17 17.5
16.4 16.1 15.9
14.614.1 14.7 14.5 14.9
15 14 14
13.3 13.1 13.2
12.6 12.712.9
12.3
11.6
12.311.8 12.5 12.112.6 12.5
11 11.4
10.3 10 10.3 10.810.5
9.9 9.7
9.3 8.9 9.1
10
7.7

Q4'22
Q1 '12
Q2 '12
Q3 '12
Q4 '12
Q1 '13
Q2 '13
Q3 '13
Q4 '13
Q1 '14
Q2 '14
Q3 '14
Q4 '14
Q1 '15
Q2 '15
Q3 '15
Q4 '15
Q1 '16
Q2 '16
Q3 '16
Q4 '16
Q1 '17
Q2 '17
Q3 '17
Q4 '17
Q1 '18
Q2 '18
Q3 '18
Q2 '19
Q3 '19
Q4 '19
Q1 '20
Q2 '20
Q3 '20
Q4 '20
Q1 '21
Q2 '21
Q3 '21
Q4 '21
Q1 '22
Q2 '22
Q3 '22

Q1 '23
Q2 '23
Q3 '23
Q4 '23
34 Description: Apple’s shipments of iPads fluctuated over the years, peaking in the fourth quarter of 2013 at 26 million devices. During the fourth quarter of 2023, Apple shipped around 14.9 million tablets worldwide, up from the previous quarter. Read more
Note(s): Worldwide; 2012 to 2023
Source(s): IDC
 Tablet Apple iOS operating system market share by version worldwide
from January 2018 to December 2023
Tablet Apple iOS version market share worldwide 2018-2023

iOS 7 iOS 8 iOS 9 iOS 10 iOS 11 iOS 12 iOS 13 iOS 14 iOS 15 iOS 16 iOS 17 Other
120%

100%

80%
Market share

60%

40%

20%

0%
Oct '20

Oct '21

Oct '22

Oct '23
Feb '20

Feb '21

Feb '22

Feb '23
Sep '20

Dec '20

Sep '21

Dec '21

Sep '22

Dec '22

Sep '23

Dec '23
Nov '20

Nov '21

Nov '22

Nov '23
May '20

May '21

May '22

May '23
Mar '20

Mar '21

Mar '22

Mar '23
Jul '20

Jul '21

Jul '22

Jul '23
Jan '20

Jun '20

Jan '21

Jun '21
Apr '20

Apr '21

Jan '22

Jun '22
Apr '22

Jan '23

Jun '23
Apr '23
Aug '20

Aug '21

Aug '22

Aug '23
35 Description: As of Decemeber 2023, the latest version of Apple's iOS, version 17, was installed on 40.3 percent of iPads worldwide, while almost 22.1 percent were running the older iOS 16. Read more
Note(s): Worldwide; 2018 to 2023
Source(s): StatCounter
CHAPTER 05

Apple Vision Pro

 Apple Vision Pro shipment forecast worldwide from 2024 to 2028 (in
thousands)
Apple Vision Pro shipment forecast worldwide 2024-2028

14,000
12,613

12,000

10,000 9,343
Shipments in thousands

8,000

6,000

4,000 3,594

2,000 1,475

350
0
2024 (Year 1 - Launch) 2025 (Year 2) 2026 (Year 3) 2027 (Year 4) 2028 (Year 5)

37 Description: Apple Vision Pro was debuted to the world in June 2023 as part of the company's annual developer conference. With an expected release some time in 2024, analysts have suggested that the company could ship 350,000 Vision Pro devices in the first year
of the launch, rising to 1.48 million devices in year two. Read more
Note(s): Worldwide; 2023
Source(s): Apple; Canalys
 Apple Vision Pro price list in the United States as of January 2024, by
storage size (in U.S. dollars)
Apple Vision Pro price list in the United States 2024, by storage size

4,500

4,000 3,899
3,699
3,499
3,500

3,000
Price in U.S. dollars

2,500

2,000

1,500

1,000

500

0
Apple Vision Pro (256 GB) Apple Vision Pro (512 GB) Apple Vision Pro (1 TB)

38 Description: Apple Vision Pro arrived in February 2024, retailing with a start price of 3,499 U.S. dollars in the United States. As is the case with other Apple products, Apple Vision Pro is available with a range of storage options to suit a user's needs. Read more
Note(s): United States; 2024
Source(s): Apple
 Apple Vision Pro accessories price list in the United States as of January
2024 (in U.S. dollars)
Apple Vision Pro accessories price list in the United States 2024

250

199 199 199

200
Price in U.S. dollars

150

99 99 99
100

49.95
50
29

0
Apple Vision Pro Apple Vision Pro ZEISS Optical Apple Vision Pro Apple Vision Pro Belkin Battery Apple Vision Pro Apple Vision Pro
Travel Case Battery Inserts Light Seal Light Seal Cushion Holder for Apple Solo Knit Band Dual Loop Band
Vision Pro

39 Description: Apple Vision Pro arrives in February 2024, a headset that has been termed as a spatial computing device by the company. As is the case with other Apple products, a range of accessories are available to buyers to complement the 3,500 U.S. dollar headset.
Accessories available include travel cases, batteries, and headbands. Read more
Note(s): United States; 2024
Source(s): Apple
CHAPTER 06

Services
 Apple's revenue from iTunes, software and services from 1st quarter 2013
to 1st quarter 2024 (in billion U.S. dollars)
Revenue of Apple from services segment 2013-2024

25

20
Revenue in billion U.S. dollars

15

10

Q4 '17*
Q1 '13
Q2 '13
Q3 '13
Q4 '13
Q1 '14
Q2 '14
Q3 '14
Q4 '14
Q1 '15
Q2 '15
Q3 '15
Q4 '15
Q1 '16
Q2 '16
Q3 '16
Q4 '16
Q1 '17
Q2 '17
Q3 '17

Q1 '18
Q2 '18
Q3 '18
Q4 '18
Q1 '19
Q2 '19
Q3 '19
Q4 '19
Q1 '20
Q2 '20
Q3 '20
Q4 '20
Q1 '21
Q2 '21
Q3 '21
Q4 '21
Q1 '22
Q2 '22
Q3' 22
Q4' 22
Q1 '23
Q2 '23
Q3 '23
Q4 '23
Q1 '24
Fiscal quarter

41 Description: In the first quarter of 2024, Apple generated a total of 23.12 billion U.S. dollars in services revenue. These services include iTunes, the company’s online entertainment library, as well as software, digital content, AppleCare, Apple Pay, and licensing. Overall,
Apple’s services segment has shown strong growth over the last few years, passing the mark of ten billion U.S. dollars in revenue in a quarter for the first time in 2018. Apple's services segment now only trails the revenue generated by its [...] Read more
Note(s): Worldwide; FY 2013 to 2024
Source(s): Apple
 Revenue from services as a share of Apple's total global revenue from 3rd
quarter 2015 to 1st quarter 2024
Services revenue as share of Apple's total revenue 2015-2024, by quarter

30%

25%
Share of total revenue

20%

15%

10%

5%

0%
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3' Q4 Q1 Q2 Q3 Q4 Q1
'15 '15 '16 '16 '16 '16 '17 '17 '17 '17 '18 '18 '18 '18 '19 '19 '19 '19 '20 '20 '20 '20 '21 '21 '21 '21 '22 '22 22 '22 '23 '23 '23 '23 '24

42 Description: Services have generated larger and larger shares of Apple's revenue in recent years. In the first quarter of Apple's 2024 fiscal year, services revenue accounted for over 19 percent of the company's total revenue, a higher share compared to those of iPads
and wearables. Read more
Note(s): Worldwide; FY 2015 to 2024
Source(s): Apple; Statista
 Number of available apps in the Apple App Store from 2008 to July 2023
Number of active apps from the Apple App Store 2008-2023

Apps Games
6,000,000

5,000,000

4,000,000
Number of apps

3,000,000

2,000,000

1,000,000

0
2008-07 2009-07 2010-07 2011-07 2012-07 2013-07 2014-07 2015-07 2016-07 2017-07 2018-07 2019-07 2020-07 2021-07 2022-07 2023-07

43 Description: In July 2023, the App Store offered more than one million gaming apps. In contrast, the store had 3.83 million non-gaming apps available in the same period. During the third quarter of 2022, the number of mobile apps in the Apple App Store decreased by
almost 25 percent compared to the previous quarter. Read more
Note(s): Worldwide; July 2008 to July 2023; cumulative
Source(s): PocketGamer.biz
CHAPTER 07

Competitors
 Revenue comparison of Apple, Google, Alphabet, and Microsoft from 2008
to 2023 (in billion U.S. dollars)
Apple, Google, and Microsoft: revenue comparison 2008-2023

Apple Google Alphabet Microsoft

450

400

350
Revenue in billion U.S. dollars

300

250

200

150

100

50

0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

45 Description: In the fiscal year 2023, Alphabet's revenue was 307.39 billion U.S. dollars. Comparatively, in the fiscal year of 2022, hardware-focused Apple's 394.33 billion U.S. dollar revenue was almost double the amount of Microsoft's 198.27 billion U.S. dollars.
Whereas all of these companies have different market strengths, there are also overlaps and thus, competition. Apple and Google are direct competitors in the mobile phone market with their iOS and Android systems. Read more
Note(s): Worldwide; Fiscal years 2008 to 2023; *Apple's fiscal year ends in September of each year, Google's in December, and Microsoft's in June. Alphabet Inc. is an American multinational conglomerate created in 2015 as the parent company of [...] Read more
Source(s): Alphabet; Apple; Google
 Global smartphone market share from 4th quarter 2009 to 4th quarter
2023, by vendor
Quarterly smartphone market share worldwide by vendor 2009-2023

Samsung Huawei* Apple Xiaomi* OPPO LG* Lenovo* ZTE* vivo Sony* RIM* HTC* Nokia* Transsion Others
100%

90%

80%

70%
Share of shipments

60%

50%

40%

30%

20%

10%

0%
Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4
'09 '10 '10 '11 '11 '12 '12 '13 '13 '14 '14 '15 '15 '16 '16 '17 '17 '18 '18 '19 '19 '20 '20 '21 '21 '22 '22 '23 '23

46 Description: Apple held the largest slice of the global smartphone market by shipments during the fourth quarter of 2023, followed by Samsung. Xiaomi has taken a tight grip on the third position, accounting for a market share of 12.5 in the fourth quarter of 2023.
Read more
Note(s): Worldwide; Q4 2009 to Q4 2023; * The source does not provide information on the market share in every quarter. Read more
Source(s): IDC
 Market share of mobile operating systems worldwide from 2009 to 2023,
by quarter
Market share of mobile operating systems worldwide 2009-2023, by quarter

Android iOS Samsung Windows Phone Symbian OS Series 40 (Nokia) BlackBerry OS Unknown / Other
90%
76.92%
76.38% 76.18%
75.52%
74.66% 75.56%
80% 73.21%
72.46% 74.46%
73.24% 74.15% 73.27%74.43%
72.38%72.22%72.58%
72.47%
71.71%
71.61% 71.88% 71.72%
70.78%
70.62% 71.75%
71.64%71.44% 70.46%
70.11%
69.02%
68.51%
66.91% 68.96%
66.29%
65.49%
70% 63.73%
60.85%
58.77%
60% 54.72%
51.79%
46.84%
Market share

50%
41.29%
39.26%
38.23%
38.11%
37.45%
36.94% 36.37% 38.17%
37%
40% 33.01%
31.8%33.91%
33.28%
31.92% 32.1% 32.23%
32.14%
31.41% 31.43% 31.22% 31.75%
31.51%
28.26% 30.51% 28.01%26.71% 27.03%
25.91% 27.41%
27.19% 28.66%
26.7%
26.6% 28.46%27.71%
27.58%27.64%
30.25%
27.89% 29.19%
28.83%
30% 24.81%24.64% 24.47%
23.83%
23.44% 24.5%
24.23%
23.79%23.56%25.79%
23.61% 24.4%
23.6%24.23% 24.98%
22.66% 23.38% 22.84% 22.85%
22.83% 23.24%
20.72% 18.49%
21.72%21.94%
20.17%
20.13% 21.89% 21.45% 20.4%
19.18%19.29%
18.7% 19.77%
19.21% 19.56%
18.95%19.52% 20.18%
20.08%
19.48% 20.17% 22.5%
19.04%
22.22%
17.25% 16.08% 17.13%
16.54% 17.27%
15.22% 14.97%
14.96%
20% 13.62% 14.51% 14.43%
13.66%14.52%
12.83% 12.75% 14.24%
12.9%
12.69% 13.73%
11.71% 12%
11.48% 11.71%
10.17%
10% 11.1% 10.91%
9.54%
8.79% 9.01% 9.54%
8.58%
8.53% 9.54%
7.48%
7.44%
7.27% 8.35%
7.71% 7.45% 8.69%
7.17%
7.13% 5.43% 5.81% 6.73%
6.7%
5.68%
5.67%
5.26%5.43% 4.71% 6.91%
6.66%
6.6%
4.83% 6.46%
6.34%
6.05%
5.94% 6.02%
5.61%
4.76% 5.39% 5.72%
4.91% 6.45%
5.48%
5.15% 76%.85%
6.22%
6.12%
5.68%
5.65%
5.55%
5.18%
4.75%
10% 4.37%
2.3% 3.36% 4.44%
2.91%
2.78% 4.53%
3.48% 3.9%
3.33% 4.68%
4.62%
3.72%
3.4% 4.01%
3.89%
3.75% 3.1%
3.06%
2.7% 2.43%
2.42%
2.39%
2.38% 4.63%
4.06%
2.36% 4.43%
3.39%
2.31%
2.3% 2.95%
2.47%
2.3% 3.76%
3.27%
1.69%
0%0%2.27%
1.99%
1.65% 1.84%
1.43%
1.27% 1.69%
1.39%
0.84%
0.29% 0.58%
0.45%
0.39% 0.54%
0%0%0%0%0%0%0%0%0%0%0%0%0% 0.5% 0.71%
0.62%
0.58% 1.22%
1.13% 1.67%
1.36%
1.15% 2.25%
1.97% 1.96% 1.8%
1.77%
1.61% 1.54%
1.44%
1.3% 2.26%
1.31%
1.23% 1.27%
1.21%
1.12%
1.06% 2.07%
1.06%
0.91%
0.84% 1.99%
1.91%
0.96%
0.87%
0.74%
0.72% 1.75%
1.59%
0.91%
0.68% 1.35%
0.66%
0.64%
0.57%
0.46% 1.09%
1.06%
0.32% 0.92%
0.85%
0.52%
0.51%
0.45%
0.41%
0.26% 0.82%
0.67%
0.35% 0.7%
0.53%
0.33%
0.3%
0.26%
0.21% 0.58%
0.51%
0.34%
0.2%
0.18%
0.17% 0.5%
0.41%
0.32%
0.3%
0.26%
0.15% 2.01%
1.86%
0.4% 1.69%
0.36%
0.3%
0.26%
0.22%
0.12%
0.11%
0.08% 1.31%
0.29%
0.28%
0.2%
0.07%
0.06% 1.06%
0.23%
0.22%
0.17%
0.05% 0.77%
0.2%
0.19%
0.11% 0.46%
0.18%
0.14%
0.09%
0.04% 0.06%
0.03%
0.02% 0.32%
0.29%
0.19%
0.18%
0.12%
0.05%
0.03%
0.02%
0.01% 0.03%
0.02%
0.01% 0.31%
0.3%
0.23%
0.22%
0.03%
0.02%
0.02%
0.01% 0.02%
0.01% 0.42%
0.4%
00.36%
0.35%
0.02%
0.01% 0.44%
0.4%
0.37%
0.29%
0.02%
0.01%
0.01% 0.41%
00.29%
0.01% 0.4%
0.26%
0.01% 0.34%
0.23%
0.21%
0.02%
0.01% 0.02%
0.01%
%0%0%0%0%0%0%0%0% 0.41%
0.35% 0.37%
0.34%
0.28%
0.02%
0.01% 0.02%
0.01%
0 0.37%
0.3%
00.29%
0.02%
0.01%
%0%0%0%0%0%0%0%0%.01% 0.02%
0.01%
0
0.01%
%.01%
0%

-10%
Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3
'09 '09 '10 '10 '11 '11 '12 '12 '13 '13 '14 '14 '15 '15 '16 '16 '17 '17 '18 '18 '19 '19 '20 '20 '21 '21 '22 '22 '23 '23
22698

47 Description: Android maintained its position as the leading mobile operating system worldwide in the fourth quarter of 2023 with a market share of 70.1 percent. Android's closest rival, Apple's iOS, had a market share of 29.2 percent during the same period. Read
more
Note(s): Worldwide; 2012 to 2023
Source(s): StatCounter
 Personal computer (PC) vendor shipment share worldwide from 2014 to
2023, by quarter
Global PC vendor shipment market share 2014-2023, by quarter

Lenovo HP Inc. Dell Apple Acer Group ASUS Other

100%

90%

80%

70%
Shipment share

60%

50%

40%

30%

20%

10%

0%
1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q
'14 '14 '14 '14 '15 '15 '15 '15 '16 '16 '16 '16 '17 '17 '17 '17 '18 '18 '18 '18 '19 '19 '19 '19 '20 '20 '20 '20 '21 '21 '21 '21 '22 '22 '22 '23 '23

48 Description: In the first quarter of 2023, Lenovo shipped 22.4 percent of all personal computers worldwide, whilst HP Inc. occupied 21.1 percent of the PC market. Dell ranked third among vendors in terms of PC shipments, accounting for 16.7 percent of the market.
Read more
Note(s): Worldwide; 2014 to 2023; traditional PCs include Desktops, Notebooks, and Workstations and do not include Tablets or x86 Servers
Source(s): IDC
 Tablet shipments market share by vendor worldwide from 2nd quarter
2011 to 4th quarter 2023
Global market share held by tablet vendors 2011-2023

Apple Samsung Huawei Amazon* Lenovo*

Microsoft* HP* Barnes & Noble* Pandigital* RCA
Asus LG Electronics Acer* Xiaomi Others
100%
90%
80%
70%
Share of shipments

60%
50%
40%
30%
20%
10%
0%

Q4'22
Q2 '11
Q3 '11
Q4 '11
Q1 '12
Q2 '12
Q3 '12
Q4 '12
Q1 '13
Q2 '13
Q3 '13
Q4 '13
Q1 '14
Q2 '14
Q3 '14
Q4 '14
Q1 '15
Q2 '15
Q3 '15
Q4 '15
Q1 '16
Q2 '16
Q3 '16
Q4 '16
Q1 '17
Q2 '17
Q3 '17
Q4 '17
Q1 '18
Q2 '18
Q3 '18
Q4 '18
Q1 '19
Q2 '19
Q3 '19
Q4 '19
Q1 '20
Q2 '20
Q3 '20
Q4 '20
Q1 '21
Q2 '21
Q3 '21
Q4 '21
Q1 '22
Q2 '22
Q3 '22

Q1 '23
Q2 '23
Q3 '23
Q4 '23
49 Description: Based on global shipments, Apple was the leading media tablet vendor between 2011 and 2023. As of the fourth quarter of 2023, the Apple iPad held a 40.6 percent share of the global tablet market, up from 37.5 percent in the previous quarter. Read
more
Note(s): Worldwide; 2011 to 2023
Source(s): IDC
 Market share of tablet operating systems worldwide from 2016 to 2024, by
quarter
Market share of tablet operating systems worldwide 2016-2023, by quarter

iOS Android Windows Other

70%

60%

50%
Market share

40%

30%

20%

10%

0%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q2 Q3 Q4 Q1 Q2 Q3 Q4
'16 '16 '16 '16 '17 '17 '17 '17 '18 '18 '18 '18 '19 '19 '19 '19 '20 '20 '20 '20 '21 '21 '22 '22 '22 '23 '23 '23 '23

50 Description: The global tablet operating systems market is dominated by Android and Apple iOS and Windows. Android has generally been the most popular operating system for tablets globally, being the leading OS from 2016 to the second quarter of 2022. By the
third quarter of 2022, Apple's iOS overtook Android as tablet OS globally, with a market share of 54.7 by the fourth quarter of 2023. Read more
Note(s): Worldwide; 2016 to 2023
Source(s): StatCounter
 Market share of wearables unit shipments worldwide from 1st quarter
2014 to 3rd quarter 2023, by vendor
Wearables shipments worldwide market share 2014-2023, by vendor

Apple Xiaomi Huawei Samsung Fitbit BoAt Garmin Jawbone BBK Lifesense Fossil Imagine marketing Other
120%

100%
Share of shipments

80%

60%

40%

20%

0%

3Q 2
4Q 2
1Q 2
3Q 3
2Q 4
3Q 4
4Q 4
1Q 4
2Q 5
3Q 5
4Q 5
1Q 5
2Q 6
3Q 6
4Q 6
1Q 6
2Q 7
3Q 7
4Q 7
1Q 7
2Q 8
3Q 8
4Q 8
1Q 8
2Q 9
3Q 9
4Q 9
1Q 9
2Q 0
3Q 0
4Q 0
1Q 0
2Q 1
3Q 1
4Q 1

1Q 1

3
'2
'2
'2
'2
'1
'1
'1
'1
'1
'1
'1
'1
'1
'1
'1
'1
'1
'1
'1
'1
'1
'1
'1
'1
'1
'1
'1
'1
'2
'2
'2
'2
'2
'2
'2
'2

'2
1Q

51 Description: Apple is establishing a solid hold on wearable device unit shipments with 20.2 percent in the third quarter of 2023, dominating the market. Read more
Note(s): Worldwide; 2014 to 2023
Source(s): IDC
 Comparison of virtual reality (VR) headsets worldwide in 2024, by price (in
U.S. dollars)
Comparison of VR headsets worldwide 2024, by price

4,000

3,500

3,000
Price in U.S. dollars

2,500

2,000
3,499
1,500

1,000

500 1,099 999

589 550 499 479 430 398 299
0
Apple Vision Pico 5 Pro Max Meta Quest Pico 5 Pro PlayStation VR2 Meta Quest 3 Pico 5 Pico 4 DPVR P2 Meta Quest 2
Pro Pro

52 Description: In a comparison of select virtual reality (VR) headsets, the Meta Quest 3 device featured with a price of 499 U.S. dollars, while the Meta Quest Pro was priced at 999 U.S. dollars. Other notable devices coming to the market include Apple Vision Pro, retailing
at 3,499 U.S. dollars in 2024. Read more
Note(s): Worldwide; January 2024
Source(s): VRcompare
CHAPTER 08

Investments and sustainability

 Apple Inc's expenditure on research and development from fiscal year
2007 to 2023 (in billion U.S. dollars)
Apple: expenditure on research and development 2007-2023

35

29.92
30
26.25
Expenditure in billion U.S. dollars

25
21.91

20 18.75
16.22
15 14.24
11.58
10.05
10 8.07
6.04
4.48
5 3.38
1.78 2.43
0.78 1.11 1.33

0
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

54 Description: Apple Inc. spent a record 29.92 billion U.S. dollars on research and development in its 2023 fiscal year, increasing by about 3.5 billion from its 2022 total. The company’s massive research and development budget over the years has led to the release of
various famous products including the iPhone, iPod, MacBook, and iPad. In 2024, the company is set to release their first VR headset, the Apple Vision Pro. Read more
Note(s): Worldwide; 2007 to 2022
Source(s): Apple
 Apple's cash usage in investing activities from 2015 to 2023 (in billion U.S.
dollars)
Apple's cash usage in investing activities 2015-2023

Purchases of marketable securities Payments for acquisition of property, plant and equipment
Payments made in connection with business acquisitions, net Purchases of non-marketable securities
Other
200

180
Investments in billion U.S. dollars

160

140

120

100

80

60

40

20

0
2015 2016 2017 2018 2019 2020 2021 2022 2023

55 Description: The largest part of Apple's investment in recent years was attributed for purchases of marketable securities. In the company's 2023 financial year these investments amounted 29.5 billion U.S. dollars. Read more
Note(s): Worldwide; FY 2015 to 2023
Source(s): Apple
 Total greenhouse gas emissions of Apple flagship devices as of 2024, by
product (in kilograms CO2e)
Carbon emissions of Apple flagship devices 2024, by product

Emissions of CO2e in kg
0 50 100 150 200 250 300 350 400

iPhone 15 56

iPhone 15 Plus 61

iPhone 15 Pro 66

iPhone 15 Pro Max 75

iPad Air (5th gen) 80

iPad Pro 12.9-inch (6th gen) 135

iPad (10th gen) 72

iPad mini (6th gen) 68

Apple Watch Ultra 2 - Carbon Neutral 0

Apple Watch Series 9 - Carbon Neutral 0

Apple Watch SE - Carbon Neutral 0

MacBook Pro 16-inch M3 Pro (512GB) 290

MacBook Pro 16-inch M3 Max (1TB) 348

MacBook Pro 14-inch M3 (512GB) 202

MacBook Pro 14-inch M3 Pro (512GB) 235

56 Description: Apple has been at the forefront among tech manufacturers in its commitment to greener products to achieve net-zero carbon emissions in several product lifecycle stages. The highest amount of CO2e is produced by the Mac Pro at 1,647 kilograms. Read
more
Note(s): Worldwide; 2024
Source(s): Apple
 Sources

Alphabet
Apple
Canalys
Gartner
Gizchina
Google
HardwareZone
IDC
MacRumors.com
Mixpanel
PocketGamer.biz
StatCounter
Statista
Statista Consumer Market Insights
Statista Technology Market Insights
TrendForce
VentureBeat
VRcompare

57