AAPL · 10-K · 2025A · Full report
Services Growth
Apple Inc. · 2025-10-31 · Importance 54 · Surprise 40 · In source text
Services net sales rose to $109,158 million in fiscal 2025 from $96,169 million in 2024, an increase of more than 13% year over year. Services gross margin increased to $82,314 million in 2025 from $71,050 million in 2024, reflecting both higher sales and a more favorable mix of services. Services gross margin percentage increased to 75.4% in 2025 from 73.9% in 2024, partially offset by higher costs. The company cites advertising, the App Store and cloud services as the primary drivers of Services net sales growth.
Key facts
- Services net sales for 2025 were $109,158 million. source
- Services net sales increased during 2025 compared to 2024 primarily due to higher net sales from advertising, the App Store and cloud services. source
Impact estimates
| metric | direction | stage | expected | basis |
|---|---|---|---|---|
| revenue | positive | realized | — | Services net sales for 2025 were $109,158 million. |