AAPL · 10-K · 2025A · Full report

Revenue Performance and Mix

Apple Inc. · 2025-10-31 · Importance 50 · Surprise 32 · In source text

Total net sales were $416,161 million in fiscal 2025 compared with $391,035 million in fiscal 2024, driven by higher iPhone and Services sales. iPhone net sales were $209,586 million in 2025 and increased versus 2024 primarily due to higher net sales of Pro models. Services net sales were $109,158 million in 2025, up from $96,169 million in 2024, driven by advertising, the App Store and cloud services. Mac, iPad and Wearables, Home and Accessories contributed $33,708 million, $28,023 million and $35,686 million, respectively, with Wearables declining versus the prior year.

Key facts

• Total net sales for 2025 were $416,161 million. source
• iPhone net sales for 2025 were $209,586 million. source
• Wearables, Home and Accessories net sales for 2025 were $35,686 million and decreased 4% compared to 2024. source
• Mac net sales for 2025 were $33,708 million. source
• iPad net sales for 2025 were $28,023 million. source
• Mac net sales increased during 2025 compared to 2024 primarily due to higher net sales of laptops and desktops. source
• iPhone net sales increased during 2025 compared to 2024 due to higher net sales of Pro models. source
• iPad net sales increased during 2025 compared to 2024 primarily due to higher net sales of iPad Air, iPad mini and iPad, partially offset by lower net sales of iPad Pro. source

Impact estimates