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What the company does
Devices first, with services alongside
Apple Inc. sells iPhone smartphones, Mac computers and iPad tablets that run Apple's own operating systems, plus wearables such as smartwatches and wireless headphones. Consumers, businesses, schools and governments buy these devices, which Apple reports as Products. Device owners can also use Services, Apple's second reported revenue category. It includes cloud services that keep content available across devices, the App Store for apps and content, and Apple Pay for cashless payments. Apple’s reporting year ends in September; year and quarter labels follow that calendar.
Apple sells through its own stores, website and sales force, and through phone carriers and other resellers. in 2025, those indirect channels produced 60% of total net sales, so outside partners matter for reaching customers.
Why it matters now
A huge device audience, with Services still to prove
On July 30, 2026, management reported more than two and a half billion active devices, an all-time high. ReasyPort sees that audience as an opportunity for additional Services spending over time.
In the June quarter of 2026, Services revenue was $30.7 billion, up 12% year over year, and Services was 75.6%. That margin was down 110 basis points from the prior quarter on a different mix. The audience and revenue growth are established; whether device owners spend more and keep returning remains unproven.
Device sales remain the foundation
In the third quarter of 2026, company revenue was $109.4 billion, up 16% year over year and a June-quarter record. Strong device sales matter, but do not alone establish better Services monetization.
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Go to the full storyLegal Notes and Methodology
- Producer and publisher
- Francesco Monterosso · ReasyPort
- Financial information reference
- 2026-03-31
- Legal contact
- legal@reasyport.com
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