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Apple Business Figures: Analysis and graphs of revenue, profit and sales since 2000


How have Apple's sales, profits, and sales developed since 2000? has compiled Apple's business figures for the past 20 years and presents them interactively on this page. An analysis of the figures in each case.

Stefan Rechsteiner

Table of Contents

  1. About this knowledge article

  2. Apple's sales and profits since 2000

  3. Apple's sales by type since 2000

  4. Apple's sales by region since 2000

  5. Apple's sales figures from 2000 to 2018

Current status

Q2 2021 / FY 2020 (Last update: April 28th, 2021)

Announcement of the next business figures (Q3 2021): ~ end of July / beginning of August 2021

About this knowledge article

The graphics and explanations in this article are continuously updated with new business figures from Apple.

Apple's sales and profits since 2000

If you didn't experience it yourself back then, you can hardly imagine it today: 13 years ago Apple was still posting quarterly losses. Up to and including 2004, the average quarterly turnover was a good 1.6 billion US dollars - the average quarterly profit between 2001 and 2004 was only an average of 24 million US dollars. So much Profit Apple does today in less than 4 hours, day-to-day.

Facts on the quarterly sales figures

  • Last quarterly loss: $ 8 million in Q1 2003
  • Since the advent of the iPod (and with it the greater focus on the entertainment industry) around 2004/2005, that is Christmas quarter (Q1) is by far the most important and most profitable quarter from Apple. However, with a few exceptions: The quarters Q3 and Q4 2009, 2010 and 2011 and Q2 2012 and 2013, driven by iPhone and iPad sales, exceeded the previous first fiscal quarters of these years.
  • Before the iPad was Q2, in the last few years Q3 the weakest quarter in each case for Apple.
  • For the first time more than $ 1 billion in profit in one quarter: Q1 2008
  • For the first time more than $ 10 billion in sales in one quarter: Q1 2009
  • For the first time more than $ 10 billion in profit in one quarter: Q1 2012
  • In Q2, Q3 and Q4 2013 the Profit (for the first time since 2003) the previous year's result not surpassed become
  • In Q2 2016, Apple had to do this for the first time in 13 years again a decline in sales compared to the same quarter of the previous year. This was repeated in the following Q3 2016.
  • Record quarterly sales: Q1 2021 ($ 111,439 billion)
  • Record quarterly earnings: Q1 2021 ($ 28,755 billion)

In 2016, Apple generated about 54 billion US dollars per fiscal quarter and averaged a good 11.4 billion US dollars. In other words: Apple made more money in fiscal 2016 alone than in the eight years from 2000 to 2008 combined.

Facts about the annual sales figures

  • 2013 is the Annual profit for the first time since 2001 compared to the previous year sunk
  • In 2013 the sales for the first time since 2004 no longer at a similarly rapid pace (previously an average of 44 percent)
  • In 2016, Apple had to record a year-on-year decline in sales for the first time since 2001, and there was also a decline in profit
  • Record annual turnover: 2020 ($ 274,515 billion)
  • Record annual profit: 2018 ($ 59,531 billion)

Apple's sales by type since 2000

Before the iPod digital music player came onto the market at the end of 2001, Apple was the “Mac Company” through and through. 85 percent of all sales were generated with the Mac. That changed quickly when the iPod became a blockbuster worldwide from around 2004. Mac sales also increased (slightly), but the proportion of the turnover, which the Mac from then on flushed into Apple's cash register, became increasingly insignificant.

In 2006 the iPod took over the top for the first time before the Mac regained the rankings in 2007 and 2008 - mind you, at a time when the iPhone was already on the market.

In 2010, however, Apple was already doing more with the iPhone than with the Mac or iPod and in 2012 the numbers for the iPad also overtook those for the Mac - the iPods have become Apple's smallest mainstay in the past four years and have not been Apple at all since 2015 more individually listed in the business figures.

Facts about the product sales figures

  • Mac sales have been since 2001, with the exception of 2009 and 2013 steadily increased.
  • For the first time over $ 10 billion in sales per year with the Mac were achieved in 2007.

Record figures for quarterly products

  • Record Mac Revenue Quarter: Q2 2021 ($ 9.102 billion)
  • Record Quarter iPod Sales: Q1 2008 ($ 3,997 billion)
  • Record quarter iPhone sales: Q1 2021 ($ 65,597 billion)
  • Record quarter iPad sales: Q1 2014 ($ 11,468 billion)

Record figures for annual product sales

  • Record year Mac sales: 2017 ($ 25,778 billion)
  • Record year iPod sales: 2009 ($ 9.153 billion)
  • Record year iPhone sales: 2018 ($ 166,699 billion)
  • Record year iPad sales: 2013 ($ 31,980 billion)

By far the largest pillar of Apple is the iPhone. The smartphone is responsible for almost two thirds of Apple's sales. Many market observers see this as a major cluster risk and hope for new blockbuster products after the iPad recently showed weaknesses and the Apple Watch has not yet been able to establish itself.

With around 10 to 15 percent of sales, the Mac seems to be only a niche product for Apple. Even so, the company continues to affirm the importance of the computer platform.

Apple's sales by region since 2000

Apple allocates the globally generated sales to five regions: the home market “America”, the region “Europe”, the country “Japan” and the region “Rest of Asia / Pacific”. China also belonged to the latter until the beginning of 2012. "Greater China" has been listed as a separate region since the second fiscal quarter of 2012. Apple's own stores were also listed as an independent region until Q4 2014 under “Retail”.

Facts about the regions Sales figures

  • Meanwhile, Apple's retail stores over 20 percent of total sales generated (before the category was no longer individually read 11 percent last)
  • Greater China became in 2015 for a short time in terms of sales second most important market for Apple and overtaken Europe. As early as 2016, however, things went downhill again for Apple in China and Europe moved back to second place.

Record figures for the region’s quarterly sales

  • Record quarterly retail sales (only until 2014): $ 6,998 billion (Q1 2014)
  • Record quarterly sales America: $ 46,310 billion (Q1 2021)
  • Record quarterly sales in Europe: $ 27,306 billion (Q1 2021)
  • Record quarterly sales Japan: $ 8,285 billion (Q1 2021)
  • Record quarterly sales Rest of Asia / Pacific (up to Q1 2012 including China): $ 8,225 billion (Q1 2021)
  • Record quarterly sales in China (from Q1 2012): $ 21,313 billion (Q1 2021)

Record figures for the region's annual turnover

  • Record annual retail sales (only until 2014): $ 20,228 billion (2013)
  • Record annual sales America: $ 116,914 billion (2019)
  • Record annual sales in Europe: $ 62,420 billion (2018)
  • Record annual sales in Japan: $ 21,733 billion (2018)
  • Record annual sales Rest of Asia / Pacific (up to Q1 2012 including China): $ 22,592 billion (2011)
  • Record annual sales in China (from 2012): $ 58.724 billion (2015)

The "Europe" region holds its own as a stable market with a good 20 percent each. Meanwhile, Greater China launched an attack from 2012 to 2015 and overtook Europe “from behind” and in 2015 was briefly the second most important market for Apple in terms of sales. In the course of 2016, however, the Chinese market weakened again and Europe again became the second-largest market for Apple (in terms of sales). “America” - with the dominant home market of the USA - has declined proportionally over the years, but remains by far the number one for Apple.

Apple's sales figures from 2000 to 2018

Apple has not communicated any specific sales figures for its products since Q1 2019.

  1. News

    Less transparency: Apple will no longer mention sales figures in its annual report

An interesting comparison emerges when one compares the above "sales by type" with the actual number of devices sold.

It is easy to see, for example, how the iPod had its prime around 2009 - at a time when Apple's “iPod killer” - the iPhone - was already available on the market.

It is also impressive how quickly the iPad established itself and how strong the steady iPhone growth was.

Apple sales facts

  • For the first time more than 10 million iPod sold in one quarter: Q1 2006
  • For the first time more than 5 million Mac sold in one quarter: Q1 2012
  • For the first time more than 10 million iPhone sold in one quarter: Q4 2010
  • For the first time more than 10 million iPad sold in one quarter: Q4 2011
  • Apple was particularly strong with the iPod depends on the Christmas quarter - New iPod generations were also presented at the Christmas market. The same applies to the new iPhone generation released in September.
  • Record Quarter iPod Sales: Q1 2009 (22,727 million iPods)
  • Record Quarter Mac Sales: Q4 2015 (5,709 million Macs)
  • Record Quarter iPhone Sales: Q1 2017 (78,351 million iPhone)
  • Record Quarter iPad Sales: Q1 2014 (26,035 million iPad)

Apple sold an average of 69.87 million devices per quarter in 2018 (Mac, iPhone and iPad; record: Q1 2015 with 101.4 million devices). In the 2015 fiscal year there were even more than 300 million Mac, iPhone and iPad. Not counting Apple TV and Apple Watch and, since 2015, iPod no longer.

Source: Apple Investor Relations; Compiled and visually prepared by