Apple Inc (AAPL) - Rapport boursier

Apple Inc. sells connected devices — iPhone, Mac, iPad, and wearables — and earns recurring revenue from services people use on those devices. The buyers are consumers and businesses who purchase the hardware, and the same owners then pay for the App Store, subscriptions, advertising, cloud storage, payments, and AppleCare support. The devices bring customers in and create an installed base, meaning the active products already in people's hands. Services then earns money from that base again and again, at a much higher profit margin than the hardware itself. The whole model works only if customers keep replacing their devices and keep paying for services across them.

Tariff refunds added roughly two percentage points to the reported 50.1% gross margin in the quarter ended June 27, 2026. That help is temporary, so if the refunds fade, product costs could rise before customers replace devices or services spending catches up, squeezing profit and cash.

Research and development spending rose to $34 billion for the nine months ended June 27, 2026, from $25.7 billion a year earlier. That larger bill only pays off if it produces stronger sales, better customer retention, and more services use; the amount spent is not the same as a result.