The Mercedes-Benz of personal electronics.

The Coca-Cola of consumer technology.

The Disney of personal technology.

Apple (symbol: AAPL) primarily sells its products and services to individuals rather than other companies. Its business model is largely Business-to-Consumer (B2C), focusing on direct sales to end-users.

The company serves the following categories of individual customers:

• Mainstream Consumers: This is the largest segment, encompassing individuals who purchase Apple products like iPhones, iPads, Apple Watches, AirPods, and Mac computers for personal communication, entertainment, general productivity, and daily use. These customers typically value the integrated ecosystem, user-friendly interface, design aesthetics, and brand prestige.

• Creative and Professional Users: This category includes individuals such as graphic designers, video editors, musicians, software developers, and other professionals who leverage Apple's powerful hardware (particularly high-end Macs and iPad Pro models) and optimized software for demanding creative, technical, or productivity-focused tasks. They often rely on the performance, specialized applications, and robust ecosystem for their professional work.

• Students and Educators: Apple has a significant presence in the education sector. This category includes students, teachers, and administrators who utilize Apple devices (especially iPads and MacBooks) for learning, teaching, research, and classroom management. Apple often provides specific programs, discounts, and educational software integrations tailored for this market.

• Hon Hai Precision Industry Co., Ltd. (Foxconn) (2317.TW)
• Taiwan Semiconductor Manufacturing Company (TSMC) (TSM)
• Samsung Electronics Co., Ltd. (005930.KS)
• LG Display Co., Ltd. (LPL)
• Sony Group Corporation (SONY)
• Broadcom Inc. (AVGO)
• SK Hynix Inc. (000660.KS)
• Micron Technology, Inc. (MU)
• Murata Manufacturing Co., Ltd. (6981.T)
• Corning Incorporated (GLW)

Tim Cook, Chief Executive Officer
Cook joined Apple in March 1998 and was appointed Chief Executive Officer on August 24, 2011, succeeding co-founder Steve Jobs. Prior to Apple, he spent 12 years at IBM, ultimately serving as director of North American fulfillment. He also held roles as chief operating officer of the computer reseller division of Intelligent Electronics and as vice president for corporate materials at Compaq. Cook has served on the board of directors for Nike since 2005 and is a trustee of Duke University.

Luca Maestri, Senior Vice President and Chief Financial Officer
Maestri joined Apple in February 2013 as Vice President of Finance and Corporate Controller and was appointed Chief Financial Officer in May 2014. Before his tenure at Apple, he spent two decades at General Motors in various finance and operating roles, including Chief Financial Officer for GM's European operations. Maestri also previously served as Chief Financial Officer for Nokia Siemens Networks and Xerox.

Katherine Adams, Senior Vice President and General Counsel
Adams joined Apple in 2017. She oversees all legal matters for the company, including corporate governance, intellectual property, litigation, and global security. Prior to Apple, Adams spent 14 years at Honeywell, most recently as senior vice president and general counsel. Her earlier career included serving as a partner at Sidley Austin LLP, a trial attorney for the United States Department of Justice, and a law clerk for Supreme Court Justice Sandra Day O'Connor and Stephen Breyer, then chief judge of the U.S. Court of Appeals for the First Circuit.

Deirdre O'Brien, Senior Vice President, Retail + People
O'Brien is a 35-year Apple veteran, having joined the company in 1988. She leads Apple's global retail and online teams, as well as the People team, which oversees talent management, recruiting, and diversity initiatives. She has played a key role in every Apple product launch during her time at the company.

Jeff Williams, Senior Vice President, Design, Watch, and Health
Williams joined Apple in 1998 as head of Worldwide Procurement. He previously served as Apple's Chief Operating Officer from 2015 until July 2025. He was instrumental in the launch of the iPhone and led the engineering development of the Apple Watch. Before joining Apple, Williams worked for IBM from 1985 to 1998.

Increased global regulatory and antitrust scrutiny, particularly concerning its App Store policies and ecosystem control. Examples include the European Union's Digital Markets Act (DMA) forcing Apple to allow third-party app stores and alternative payment systems, and the United States Department of Justice's antitrust lawsuit alleging monopolization of the smartphone market. These actions directly threaten Apple's ability to maintain its lucrative services revenue, control its ecosystem, and dictate terms for developers and users, potentially undermining a core component of its its business model.

For the public company Apple (symbol: AAPL), the addressable markets for their main products and services are estimated as follows:

• Smartphones (iPhone): The global smartphone market size is estimated at USD 585.63 billion in 2025.
• Personal Computers (Mac): The global personal computer market is valued at USD 222.64 billion in 2025.
• Tablets (iPad): The global tablets market size is projected to reach USD 114.66 billion in 2025.
• Wearables (Apple Watch, AirPods): The global wearable technology market is projected to grow from USD 84.53 billion in 2025.
• Services (App Store, Apple Music, iCloud, Apple TV+, Apple Pay, etc.): The global digital content market is valued at USD 766.21 billion in 2025.

1. Continued Growth in Services: Apple's Services segment remains a robust and high-margin growth driver. This category, which includes offerings like the App Store, Apple Music, iCloud, Apple Pay, and Apple TV+, has consistently set new revenue records. For instance, in fiscal year 2025, services revenue climbed 15% year-over-year to $28.8 billion, contributing to an all-time revenue record for the segment. This growth is propelled by an expanding installed base of active devices and a rising number of paid subscriptions, which surpassed one billion.
2. Strong iPhone Sales Driven by New Models and Upgrades: The iPhone continues to be Apple's largest revenue source, and new models are anticipated to fuel significant sales momentum. For example, the iPhone 17 lineup, including the iPhone 17 Pro and Pro Max, is projected to drive double-digit percentage growth in iPhone sales in the fiscal first quarter of 2026. The launch of devices like the iPhone 16e has also been identified as a catalyst for growth, particularly in price-sensitive regions.
3. Expansion into Emerging Markets: Apple is strategically targeting emerging markets, such as India, Africa, Latin America, and Southeast Asia, as a crucial avenue for future growth. The company has observed strong performance in these regions, with record-breaking revenue in dozens of markets. Strategies include introducing more affordable iPhone models like the iPhone 16e and leveraging financing and installment programs to make products more accessible to a growing middle class. India, in particular, is a primary focus, with sales growing by 46% year-over-year to approximately $6 billion for the trailing twelve months ending March 2023.
4. Introduction and Development of New Product Categories (AR/VR - Vision Pro): Apple's entry into the augmented reality (AR) and virtual reality (VR) market with products like the Vision Pro is expected to be a long-term revenue driver. While initial sales for the Vision Pro might be limited due to its high price and complex production, it is seen as a product that will drive substantive buzz, revitalize the AR/VR market, and lead to the development of new computing platforms and use cases. Apple plans to iterate and refine its approach, potentially introducing more affordable models in the future.

Share Repurchases

• In May 2024, Apple authorized a new share repurchase program of $110 billion, marking the largest authorization in U.S. history.
• For fiscal year 2024, Apple repurchased approximately $94.949 billion worth of its common stock.
• Apple's share repurchases were approximately $77.55 billion in fiscal year 2023 and $89.402 billion in fiscal year 2022.

Share Issuance

• No significant dollar amount of shares issued by Apple has been reported over the last 3-5 years.

Outbound Investments

• Apple acquired 32 AI startups in 2023, the highest number among major tech companies, focusing on enhancing on-device AI, computer vision, natural language understanding, and machine learning optimization.
• Notable acquisitions include WaveOne (video compression technology) and AI Music (generative AI for music) in 2023, along with DarwinAI in March 2024.
• In 2025, Apple acquired RAC7 (mobile-based casual video games) in May, and Common Ground and Why Labs in January.

Capital Expenditures

• Apple's capital expenditures were approximately $12.715 billion for the trailing twelve months ending September 2025, $9.447 billion in fiscal year 2024, $10.959 billion in fiscal year 2023, $10.708 billion in fiscal year 2022, and $11.085 billion in fiscal year 2021.
• Apple projects an annual capital expenditure of $14 billion by year-end 2025, with anticipated "substantial" growth, particularly for investments in AI infrastructure.
• The primary focus of capital expenditures includes product tooling and manufacturing equipment, data centers, corporate facilities, retail stores, and increasingly, first-party AI data center infrastructure and private cloud compute, leveraging Apple Silicon.