What started almost 50 years ago as a partnership between Steve Jobs, Steve Wozniak and Ronald Wayne, has become one of the most iconic brands of our time. With an estimated brand value of close to a billion dollars, Apple is the most valuable and well-known tech company in the world. 

Led by CEO Tim Cook, the California-based tech giant continues to roll out innovative products that fit seamlessly into its integrated system. Read on to discover 90+ Apple statistics across key areas such as production, usage, and revenue.

Apple – Key Stats

  • Apple is the world’s largest technology company by revenue.
  • With a market cap of $2 trillion, it is also the most valuable company by capitalization.
  • Apple tops the list of the Big Five tech companies in the world.
  • Apple is the fourth-largest personal computer vendor by unit sales and the second-largest mobile phone manufacturer in the world.
  • As of 2023, Apple has surpassed 2 billion active devices globally.

Apple Timeline and History

  • 1976 – Apple is founded by Steve Wozniak, Steve Jobs, and Ronald Wayne and the prototype Apple I debuts.
  • 1977 – Apple is incorporated by Jobs and Wozniak as Apple Computer, Inc and the Apple II is introduced.
  • 1980 – Apple goes public on December 12.
  • 1982 – Apple sells 650,000 units to become the first personal computer company to reach $1 billion in annual sales.
  • 1983 – The Lisa is launched and becomes the first personal computer sold to the public with a GUI. Wozniak quits after diminished interest in the company’s operations.
  • 1984 – Apple launches the Macintosh, the first personal computer to be sold without a programming language. 
  • 1985 – Jobs leaves Apple, taking some Apple employees with him to create NeXT. 
  • 1994 -The first PowerPC run by Macintosh is released.
  • 1996 – After a decline in profitability during the early 90s, Apple purchases NeXT for $429 million, bringing back Steve Jobs as an advisor.
  • 1997 – Jobs becomes CEO and secures an alliance with Microsoft to bring Apple back from the verge of bankruptcy.
  • 1998 – iMac, a new all-in-one computer, is introduced on May 6.
  • 2001 – iTunes, the iPod, and the first version of its MacOS X operating system are released.
  • 2003 – Apple launches the Safari web browser.
  • 2004 – The first European Apple retail store opens in London.
  • 2005 – Apple hits $3.24 billion in sales and opens its first retail store in Tokyo, Japan.

Apple timeline

  • 2007 – The iPhone is released, revolutionizing the mobile phone industry.
  • 2008 – Apple launches the App Store to sell third-party applications for the iPhone and iPod Touch.
  • 2010 – Apple launches the iPad, selling 500,000 units in the first week.
  • 2011 – Apple launches iCloud, Tim Cook takes over as CEO, and Steve Jobs passes away.
  • 2012 – The iPhone 5 is launched and the new Mac operating system OS X Mountain Lion is unveiled.
  • 2014 – Apple wins its second patent trial against Samsung and buys Beats.
  • 2015 – Apple Music and the Apple Watch hit the market.
  • 2017 – Apple announces iOS11, updated versions of the iMac, iPad and MacBook, and the HomePod.
  • 2018 – In August, Apple becomes the first US company to hit a market cap of $1 trillion.
  • 2019 – The iPhone 11 range and Apple TV+ are launched.
  • 2020 – Apple moves from Intel processors to Apple Silicon in Macs, introduces the iPhone 12 range supporting 5G, and launches Apple Fitness. Apple also hits a market cap of $2 trillion. 
  • 2021 – Apple’s M1 chips are now featured in all devices and Airtag, a GPS tracking device, and AirPods are launched.
  • 2022 – The iPhone 14 range is released, M2 chip Macs are announced and Apple Watch Ultra for outdoor activities is launched. Apple also reaches a market cap of $3 trillion.
  • 2023 – Apple Pay Later, Apple TV 4K, and iPads powered by the M2 chip are announced. 

Apple Investment Data

Apple received $250,000 initial funding during its incorporation.

Apple Computer, Inc. was incorporated on the 3rd of January,1977. However, this was without Ronald Wayne, who sold his stake of the company back to Jobs and Wozniak for $800, just twelve days after co-funding Apple. Jobs and Wozniak received funding of $250,000 as well as business expertise from multimillionaire Mike Markkula. 

Between 1977 and 1978, Apple raised an additional $450,000 of seed funding from Sequoia Capital. 

This would see Apple grow at an average annual growth rate of 533% between 1977 and 1980 to become the leading computer manufacturer in the US.

In 1979, Xerox bought 100,000 Apple shares at the pre-IPO price of $10 per share.

This was in exchange for allowing Jobs and his team to look at the new technologies being developed at Xerox.

On December 12, 1980, Apple went public and generated over $100 million. 

Apple sold 4.6 million shares at $22 per share ($0.10 per share when adjusting for 5 stock splits). The company generated over $100 million — more capital than any other IPO since Ford Motor Company in 1956. That same day, Apple’s share price hit $29 and, with a market cap of $1.78 billion, 300 millionaires were created.

In June 1987 Apple had a 2-for-1 stock split.

Apple’s pre-split stock price was $79. The split was payable June 15 to shareholders of record May 15 and allowed a broader group of investors to participate in Apple’s future. 

apple stock chart

In 1997, Apple received a $150 million investment from Microsoft.

This was part of Steve Job’s turnaround plan for Apple, which was on the brink of bankruptcy. The investment from Microsoft marked the start of an alliance to jointly develop new technologies and expand the lineup of Microsoft software for Apple’s Mac computers.

At the height of the dot-com bubble, Apple had another 2-for-1 stock split.

On June 21, 2000, Apple split its stock. The split came after share prices hit $101.25. A year after the split, shares were down 59.6%, underperforming the S&P 500’s 16.4% decline during the same period.

Following the dot-com crash, Apple stocks gained momentum.

The launch of the iPod in 2001 marked a new era for Apple and its share price increased over three-fold between 2001 and 2005.

On February 28, 2005, Apple split its stock on a 2-for-1 basis.

Apple split its stock again when prices hit $88.99, making its stock more accessible and attractive to individual investors.

Apples 21st century growth

On June 9, 2014, Apple had a 7-for-1 stock split.

This split came as Apple stocks had reached an impressive $645.57 per share. Post-split shares began trading at around $100, which made Apple stocks cheaper for a wider range of retail investors. 

In May 2016, Apple secured $1 billion in a Post IPO Equity Round.

Apple received funding from Warren Buffett’s Berkshire Hathaway Corp in a rare venture into the tech sector.

In September 2017, Apple sold debt amounting to $5 billion.

Apple sold the debt to boost its domestic cash position and to fund its aggressive capital-return program. 

By August 2018, Apple’s shares were trading at $207.39, bringing the company’s market cap to over $1 trillion.

In August 2018, Apple became the first US company to breach a $1 trillion market cap. Apple overtook big industry players like Facebook, Microsoft, and Amazon to hit the historic milestone.

Rank Company  Market Cap as of May 2023  Country 
1 Apple  $2.68 T USA
2 Microsoft  $2.27 T USA
3 Saudi Aramco  $2.08 T Saudi Arabia
4 Alphabet (Google) $1.36 T USA
5 Amazon $1.05 T USA

In August 2020, Apple doubled its value to reach a market cap of $2 trillion.

Apple reached another significant milestone when its shares hit $468.65 on August 19, 2020, making it the first U.S. company to hit a $2 trillion valuation.

In January 2022, Apple tripled its valuation in less than four years to reach a market cap of $3 trillion.

After hitting a share price of $182.86, Apple became the first US company to reach a market cap of $3 trillion.

As of May 2023, Apple is the world’s most valuable company by market capitalization.

With a market cap of $2.68 trillion, Apple is the world’s most valuable company. Since its incorporation, the company has had 6 investors, including Berkshire Hathaway and Microsoft, and has raised a total of $6.2 billion in funding over 6 rounds. 

Apple Business Data 

Apple is based in Cupertino, California, and has over 500 physical stores worldwide, with 271 in the U.S. alone. Additionally, Apple owns or leases facilities and land for corporate functions, R&D, data centers, and other purposes in locations throughout the U.S. and outside the U.S. As of 2023, Apple has 164,000 full-time employees led by CEO Tim Cook.

Apple manages its business on a geographic basis, namely: 

  • Americas (North and South America)
  • Europe (European countries, India, the Middle East, and Africa)
  • Greater China (China mainland, Hong Kong, and Taiwan)
  • Japan 
  • The Rest of Asia Pacific (Australia and other Asian countries) 

Apple Stores

Apple Production and Distribution Data

Apple purchases components and materials from various suppliers then ships them to its assembling plant in China. When production is completed, products are shipped to Apple’s US warehouse, in Elk Grove, California, and other distribution centers located around the world.

During 2022, Apple’s direct and indirect distribution channels accounted for 38% and 62% of sales, respectively.

According to company reports, Apple uses direct and indirect distribution channels to sell its products. Direct distribution covers Apple’s own physical and online stores in key geographical markets. Indirect channels include third-party cellular network carriers, wholesalers, retailers, and authorized resellers. 

The world’s biggest iPhone factory is operated in central China by Foxconn.

The Zhengzhou iPhone City production hub handles production and assembly, accounting for about 85% of iPhone production. Additionally, Apple relies on single-source outsourcing partners in Asia, the US, and Europe to supply and manufacture many components, and on outsourcing partners primarily in Asia, for final assembly of all of its hardware products.

Apple plans to reduce its reliance on Asian production as early as 2024.

Following supply chain disruptions in China caused by increased COVID curbs in November 2022, Apple is accelerating plans to source chips for its devices from a plant under construction in Arizona. The move is a major stride toward reducing its reliance on Asian production. According to Bloomberg, Apple may also expand its supply of chips from plants in Europe.

Apple Sustainability Progress

Apple plans to expand its manufacturing capacity in India to produce 25% of all iPhones by 2025.

In 2022, Apple moved 5% of its global iPhone 14 production to India. According to TechCrunch, Apple is looking beyond India to Vietnam, which will contribute… 

  • 20% of all iPad and Apple Watch production
  • 5% of MacBook production
  • 65% of AirPod production

… by 2025.

In the fiscal year 2022, Apple had over 200 suppliers worldwide. 

These suppliers represented 98% of Apple’s direct spend on materials, manufacturing, and assembly of products worldwide in 2021. According to Apple, all of its manufacturing is performed in whole or in part by outsourcing partners located primarily in Asia (mainland China, India, Japan, South Korea, Taiwan and Vietnam) and the US and Europe. Additionally, a significant concentration of this manufacturing is currently performed by a small number of outsourcing partners, often in single locations.

Research and Development Statistics

Apple spent 20% more on research and development in 2022

As part of its bid to remain at the forefront of cutting-edge technology, Apple spent $26.25 billion on research and development in 2022. This is up from $21.9 billion in 2021 and $18.75 billion in 2020. According to Apple, the year-on-year growth in R&D expenses was driven by higher headcount-related expenses and engineering program costs.

Sustainability Statistics

As of April 2023, Apple has decreased its comprehensive carbon footprint by over 45% since 2015.

In total, Apple’s extensive environmental efforts to expand renewable energy across its global supply chain, and build products with recycled and other low-carbon materials have avoided over 28 million metric tons of carbon.

100% of Apple’s final assembly sites diverted 491K metric tons of waste from landfills, for ‌a total of 2.01 million metric tons since 2015.

According to Apple’s 2023 sustainability report, suppliers globally producing iPhone, iPad, Mac, Apple Watch, Apple TV, AirPods, HomePod mini, and Beats maintained their zero waste to landfill performance.

Apple Sustainability Goals

In 2022, over 250 of Apple’s suppliers committed to transitioning to 100% renewable energy for Apple production.

This represents over 9 gigawatts of clean energy brought online. Apple has reduced its gross carbon footprint by 45% since fiscal year 2015. Apple continues to increase supplier use of renewable energy, while reducing Scope 3 carbon emissions or all indirect emissions that occur in its value chain, including upstream and downstream activities.

Nearly 20% of all materials used in Apple products in 2022 were recycled.

This marked the highest-ever use of recycled content. Apple has also made significant progress toward its goal to eliminate plastics from its packaging by 2025, with plastics accounting for just 4% of packaging in 2022. Overall, since 2015, Apple has reduced plastic in its packaging by 75%.

Apple plans to use 100% recycled cobalt in batteries by 2025.

In 2022, Apple expanded its use of key recycled metals, and now sources over two-thirds of all aluminum, nearly three-quarters of all rare earths, and over 95% of all tungsten in Apple products from 100% recycled material. The move accelerates Apple’s progress toward its goal of achieving carbon-neutral products by 2030.

Innovation Statistics

Apple has registered over 1,000 trademarks for product logos, brand names, slogans, and more.

Apple currently holds a significant number of patents, trademarks, and copyrights and has registered, and applied to register, additional patents, trademarks, and copyrights. 

Apple Patents

Apple has over 72,054 patents globally. 

Filed between 2000 and 2023, Apple’s patents belong to 24,279 unique patent families. Out of 72,054 patents, 55,757 patents are active. In addition, most patents have been filed in the US (45,349) and in China (10,930). The patents cover the following key areas:

  • Telecom
  • Software and services
  • User interface
  • Accessories
  • Design
  • Display technology
  • Apple Silicon
  • Streaming
  • AI 
  • Networking
  • Aesthetics
  • Battery and charging 
  • Camera
  • Security
  • Autonomous Vehicle
  • AR/VR

Investments and Acquisitions Data

As of March 2023, Apple made 29 investments.

The most recent investment was on Mar 8, 2023, when Gamma raised $1B.

Apple has made over 129 acquisitions.

By 2021, Apple had acquired 100 companies. Now in 2023, the number is up to 129, with the most recent acquisition being WaveOne on March 27, 2023.

Apple Product Stats

Apple designs, manufactures, and markets smartphones, personal computers, tablets, wearables, and accessories, and offers a variety of related services. Apple’s five software platforms — iOS, iPadOS, macOS, watchOS, and TvOS serve millions of customers across the world and the tech giant leads the world in innovation with its expanding product ranges.

Apple Revenue by product


In Q1 2023, Apple’s installed base crossed 2 billion active devices, and the company hit an all-time high for all major product categories.


iPhone is Apple’s line of smartphones based on its iOS operating system. The iPhone line includes: 

  • iPhone 14 Pro
  • iPhone 14
  • iPhone 13
  • iPhone SE
  • iPhone 12 
  • iPhone 11

As of Q4 2022, 72.3 million Apple iPhones have been sold globally.

Between 2020 and 2022, the iPhone category accounted for an average of 51.58% of all sales. iPhones run on Apple’s mobile operating system, iOS, which is the second most popular smartphone operating system in the world.

iPhone Page


Mac is Apple’s line of personal computers based on its macOS operating system. The Mac line includes:

  • Laptops 
  • MacBook Air
  • MacBook Pro
  • Desktops
  • iMac
  • Mac Mini 
  • Mac Studio
  • Mac Pro

Apple Mac shipments surpassed 26 million units in 2022.

Mac made its debut in 1984, but the MacOS was released in 2001 and 19 versions have been released since. The retail price of the 2023 version of the MacBook Pro 14-inch is $1,999, while the 16-inch device retails at $2,499. The 2023 Mac mini is available for $599 and is the first of its model range to feature Apple’s custom silicon as opposed to Intel chips. As of Q1 2023, Mac sales account for about 10% of Apple’s revenue.

Mac Page


iPad is Apple’s line of multipurpose tablets based on its iPadOS operating system. 

The iPad line includes: 

  • iPad Pro
  • iPad Air 
  • iPad
  • iPad Mini

In Q4 2022, Apple shipped around 22.5 million tablets globally.

The iPad was launched in 2010 and has released 29 versions of the device since then. The iPad pioneered the tablet market and uses the same operating system and multi-touch user interface as the iPhone and the iPod Touch.

In 2022, iPad revenue accounted for about 25% of Apple’s total global revenue (the highest share to date).

In Q1 2023, iPad sales make up about 8% of Apple’s total global revenue.

Ipad Page

Wearables, Home & Accessories

Wearables, home, and accessories products include:

  • AirPods
  • Apple’s wireless headphones (AirPods, AirPods Pro, and AirPods Max)
  • Apple TV (media streaming and gaming device based on Apple’s TvOS operating system)
  • TV 4K and Apple TV HD
  • Apple Watch (smartwatches based on Apple’s watchOS operating system)
  • Ultra Apple Watch Series 8 
  • Apple Watch SE
  • Beats products
  • HomePod mini
  • Accessories

Apple’s Wearables, home, and accessories category experienced a 7% growth in 2022 with AirPods and Apple Watches driving the highest sales.

Apple sold over 90 million AirPods and 53 million Apple Watches in 2022. The number of Apple Watch users worldwide reached over 100 million in 2020 and the number of users continues to accelerate.

Apple Watch page

During the first quarter of 2023, Apple announced a new iPad and iPad Pro powered by the Apple M2 chip, and a new Apple TV 4K.

During 2022, Apple also announced the following new product, service, and software offerings:

  • Updated MacBook Pro 14” and MacBook Pro 16”, powered by the Apple M1 Pro or M1 Max chip
  • Third generation of AirPods
  • Updated iPhone SE with 5G technology
  • All-new Mac Studio, powered by the Apple M1 Max or M1 Ultra chip
  • All-new Studio Display
  • Updated iPad Air with 5G technology, powered by the Apple M1 chip
  • Updated MacBook Air and MacBook Pro 13”, both powered by the Apple M2 chip
  • iOS 16, macOS Ventura, iPadOS 16, and watchOS 9 – all updates to Apple’s operating systems
  • Apple Pay Later, a buy now, pay later service
  • iPhone 14, iPhone 14 Plus, iPhone 14 Pro, and iPhone 14 Pro Max
  • Second generation of AirPods Pro
  • Apple Watch Series 8, updated Apple Watch SE, and all-new Apple Watch Ultra.

Airpods Page


Apple provides services such as the App Store, Apple Music, Apple Pay, and iCloud.

In 2023, Apple Services generated $80 billion in revenue, which is more revenue than Fortune 500 companies such as Nike, Boeing, Coca-Cola, or McDonald’s, and set a new all-time revenue record.

Apple’s services are integrated with its hardware, binding users to the Apple ecosystem.

Because users can do anything within Apple’s tightly knit system, they’re less likely to buy non-Apple devices when looking to purchase a new smartphone, laptop, tablet, or smartwatch.

Scale of Services Apple


Apple’s advertising services include various third-party licensing arrangements and its own advertising platforms.

Apple currently owns 15% of overall app developer spend on online advertising.

Google remains at the top, with 34%. Facebook is second at 28%, followed by Apple, which is gaining momentum. While Facebook and Google are losing steam, Apple’s ad platform for app developers is on the rise.


Apple offers a portfolio of fee-based service and support products under its AppleCare brand. This gives customers access to Apple technical support, the global Apple authorized service network for repair and replacement services, and additional coverage for accidental damage, theft, and loss, depending on the country and type of product.

In 2020, AppleCare sales exceeded three percent of revenue. 

By the end of 2021, AppleCare sales had fallen just below 3% of revenue. 

Cloud Services

Apple’s cloud services store and keep customers’ content up-to-date and available across multiple Apple devices and Windows personal computers.

Apple Services Page


Digital Content

Apple offers various digital platforms, including:

  • App Store (apps and digital content, such as books, music, video, games, and podcasts)
  • Apple Arcade (a game subscription service)
  • Apple Fitness (a personalized fitness service)
  • Apple Music (curated listening experience with on-demand radio stations)
  • Apple News (subscription news and magazine service)
  • Apple TV+ (exclusive original content and live sports)

In Q4 2022, Apple’s App Store had 1.76 million apps and 460,000 games.

Launched in 2008, the Apple App Store offers over one million gaming apps. Games, business, and education are the top three most popular app categories in the Apple App Store. Games make up 21.06% of the store while free apps make up a massive 94.1%.

iOS subscriptions reached 900 million in 2022.

This is up 20% from 745 million in 2021. 

Apple Arcade reached nine-figure subscribers in 2022.

The gaming platform has over 200 games and continues to expand its reach.


Apple Accessories

Apple Music had 88 million users in 2022.

This makes Apple Music the second-largest music streaming service behind Spotify with 150 million users.

As of 2022, Apple News has over 125 million monthly active users

Launched in 2019, Apple’s news service doesn’t account for much revenue, but continues to add more readers every year. 

Apple TV+ had 75 million subscribers as of March 2022. 

According to Statista, about 25 million of these users are paid subscribers, while the other 50 million users access the platform via promotions, such as ‘free for one year’ with the purchase of new Apple devices.

Service  Year Launched Cost per month
Apple TV 2007 $6.99
App Store 2008 *Costs of apps vary
Apple Books 2010 *Costs of titles vary
Apple Podcasts  2012 Free 
Apple Music 2015 $10.99
Apple Fitness 2015 $9.99
Apple Arcade 2019 $4.99
Apple News 2019 $9.99

Payment Services

Apple offers payment services, including Apple Card, a co-branded credit card, and Apple Pay, a cashless payment service.

Apple Pay had over 507 million active users in 2022.

Released in 2014, Apple Pay breached 507 million active users in 2022. As of March 2023, people using the iPhone’s Wallet app can borrow anywhere from $50 to $1,000 using Apple Pay Later.

Apple Sales Statistics

According to company reports, Apple’s revenue is split between products and services.

Between 2020 and 2022, products have accounted for the bulk of Apple’s total net sales. In 2022, for example, product sales accounted for 80.93%, while services made up the remaining 19.07%

Net product sales increased by 6% between 2021 and 2022.

Because of the addition of different products and greater demand, product sales increased from $297.39 billion in 2021 to $319.19 billion in 2022.

Net services increased by 14% between 2021 and 2022.

Services increased from $68.43 billion in 2021 to $78.13 billion in 2022. This is mainly because of a different services mix and improved leverage. 

Q1 2023 total net sales figures show a 5.48% decline compared to the same quarter in 2022.

This comes as turbulent macroeconomic conditions continue to affect iPhone and Mac sales in 2023. 

Net Sales by Category  2022

in billions 

YoY Growth 2021

in billions

YoY Growth  2020

in billions

iPhone  $205.49  7% $191.97 39% $137.78
iMac $40.18 14% $35.19 23% $28.62
iPad $29.29 -8% $31.86 34% $23.72
Wearables, Home, and Accessories  $41.24 7% $38.34 25% $30.62
Services  $78.13 14% $68.43 27% $53.77

Total net sales increased by 8% or $28.5 billion in 2022.

Net sales increased from $365.82 billion in 2021 to $394.24 billion in 2022. This was due to higher net sales in the iPhone, Services, and Mac product categories. 

Apple Product Category Statistics

Apple sold 7% more iPhones in 2022 than in 2021.

This was due to higher net sales of Apple’s new iPhone models released since the beginning of Q4 2021

14% more Macs were sold in 2022 compared to 2022.

Apple attributes the higher sales figure to increased laptop sales. 

iPad sales decreased by 8% in 2022.

This is down due to lower net sales of the iPad Pro.

Net sales of wearables, home, and accessories increased by 7% in 2022.

Wearables, home, and accessories net sales include sales of AirPods, Apple TV, Apple Watch, Beats products, HomePod Mini, and accessories. Net sales increased during 2022 because of higher net sales of the Apple Watch and AirPods.

Home Pod Mini


Net sales of Services increased by 14% in 2022.

Services net sales include sales from advertising, AppleCare, cloud, digital content, payments, and other services. The growth in services net sales during 2022 was mainly due to higher net sales from advertising, cloud services, and the App Store.

Segment Statistics

Apple tracks revenues primarily through 5 key geographical segments: the Americas, Europe, Greater China, Japan, and the Rest of Asia-Pacific.

In 2022, the Americas were Apple’s best-performing segment. 

With over $168.65 billion in sales in 2022, this reflects an 11% increase from 2021. With $95.12 billion and $74.20 billion in sales respectively, Europe and Greater China had the second- and third-best sales figures. 

Q1 2023 Segment Statistics

Overall, compared to Q1 2022, total net segment sales decreased by 5%. The performance of each segment, according to Apple’s Q1 2023 report, is as follows:

America’s net sales decreased 4% in Q1 2023 compared to the same quarter in 2022. 

Due to lower net sales of iPhone and Mac net sales in the Americas decreased from $51.47 billion in Q1 2022 to $49.27 in Q1 2023.

Europe’s net sales decreased by 7% during the first quarter of 2023 compared to the same quarter in 2022.

Apple attributes the dip from $29.75 billion in Q1 2022 to $27.69 billion in Q1 2023 to lower net sales of iPhones and Macs and the weakness in foreign currencies relative to the U.S. dollar.

Net Sales by Segment 2022

in billions

YoY Growth 2021

in billions

YoY Growth  2020

in billions

Americas $168.65  11% $ 153.31 23%  $124.56
Europe $95.12 7% $89.30 30% $68.64
Greater China $74.20 9% $ 68.36 70% $40.31 
Japan $25.9 – 9% $ 28.48 30% $ 21.42
Rest of Asia-Pacific $29.38 11% $ 26.56 30% $ 19.59

Greater China’s net sales are lower by 7% during the first quarter of 2023 compared to the same quarter in 2022.

The decrease from $25.74 billion in Q1 2022 to $23.91 Q1 in 2023 is because of the weakness of the Renminbi relative to the U.S. dollar, which contributed to lower net sales of iPhone.

Japan’s net sales decreased 5% during the first quarter of 2023 compared to the same quarter in 2022.

Apple reported the negative change was because of the weakness of the yen relative to the U.S. dollar, which contributed to lower net sales of Services and Macs. 

Net sales in the Rest of the Asia Pacific fell by 3% during the first quarter of 2023 compared to the same quarter in 2022.

This is mainly because of the weakness in foreign currencies relative to the U.S. dollar. The weakness in foreign currencies contributed to lower net sales of iPhones and Macs.

Apple Demographics Data

Apple has over 2 billion active devices as part of its growing installed base.

While this represents a sizable install base of iOS, macOS, and other Apple devices, Android still leads with over 3 billion active Android devices.

Apple’s demographic is young. 

According to Flurry Analytics, Apple users are typically aged between 18 and 45. The brand is most popular among Millennials and Gen Zs. 53% of all Apple mobile users are under the age of 35, compared to only 28% for Samsung. Gen Zs show the strongest preference for Apple even though they still make up a small percentage of the world’s total smartphone audience. 32% of all Gen Zs own an iPhone, compared to only 21% for Samsung.

Globally, two-thirds of all Apple device owners are female. 

The study by Flurry Analytics also showed that Apple has 66% female customers versus 34% male customers. The brand appeals to Millennial and Gen Z females, with over 4 times as many female Millennials using Apple devices versus Samsung. Additionally, twice as many Gen Z females use Apple over Samsung. The figures are reversed for Samsung, with men making up 62% of their mobile device audience. 

Global Smartphone Market share

Apple’s customers are more affluent than those on competing platforms.

Apple users are affluent, with a high representation of creatives and knowledge workers. For example, US iPhone users make $88,256 per year, while Android users make $69,647. In addition, 35% of Apple users have household incomes over $100,000 a year. iPhone users are also three times more likely to have a total household income of over $300,000 per year. 

China has the highest number of active iPhone users worldwide.

In 2021, iPhone users in China breached 342 million active users, accounting for almost 25% of iPhone users worldwide. Other countries boasting a loyal Apple user base include the US, Japan, and the United Kingdom. 

In the US, 23% of laptop users own a Mac.

58% of MacBook users in the US identify as female, with 31% of the user base falling within the 25 to 34 age group. 53% of MacBook users in the US live in town and rural areas, while 30% live in large cities. 

Apple vs Competitor Stats

In Q1 2023, Apple was the fourth-largest personal computer vendor by unit sales.

Apple shipped 14.2% of all PC units in the US to rank fourth among vendors for US PC shipments in Q1 2023.

Apple held the largest share of the global smartphone market by shipments in the last quarter of 2022.

Driven by the recent launch of the iPhone 14 series, Apple beat Samsung and Xiaomi for the top spot, shipping 225 million iPhones worldwide in Q4 2022. 

Product Key Competitors 
  • Samsung
  • Huawei
  • Xiaomi
  • Oppo
  • Microsoft
  • Motorola
  • Google
  • Microsoft
  • Dell
  • HP
  • Google
  • Asus
  • Lenovo
Wearables, Home, and Accessories
  • Samsung
  • Xiaomi
  • Huawei 
  • Google
  • Amazon
  • Roku
Subscription Services
  • Google
  • Amazon
Digital Content
  • Netflix
  • Amazon 
  • Google
  • Spotify
  • Google
  • Facebook (Meta)
Payment Services
  • Samsung Pay
  • Google Pay
  • Amazon Pay
  • Paypal
  • Stripe

Apple’s smartphone market share in 2022 was 18.8%.

Apple came in second while Samsung retained its position as the market leader in the global smartphone market with a 21.6% share of all shipments.

Apple Mac’s PC market share as of 2022 was 9.8%.

This is just around 10% of the total number of PC shipments in the entire PC market.

Apple’s largest market share is in the Americas.

Bringing in just over $37 billion in net sales in Q3 2022, the Americas segment is Apple’s best-performing segment. 

Apple’s iOS held a 27.6% market share as of Q4 2022.

In the fourth quarter of 2022, iOS accounted for around 27.6% of the mobile operating system market. Android maintained its position as the leading mobile operating system worldwide with a 71.8% share.

Apple Products

Apple dominates the smartwatch market.

In 2022, Apple shipped close to 46.6 million units in the fourth quarter, making it the leading smartwatch vendor. While it has a 33.6% share of the market, Apple faces tough competition from many vendors entering the market, especially from China. 

In September 2022, Apple’s TV streaming market share hit 6%.

Apple TV+ market share breached 6% in September 2022 while other competitors, such as Netflix, lost numbers. However, Netflix still holds a 27% share of the TV market, despite losing a record number of subscribers in the past year. 

In November 2022, Apple’s Safari browser had a 25% market share.

While Apple outperforms Google in terms of brand value, Google still holds the lead in the mobile browser category, with a market share of nearly 62%.