AAPL · 10-K · 2025A · Full report
Geographic Revenue Shift
Apple Inc. · 2025-10-31 · Importance 49 · Surprise 32 · From source text
Americas net sales were $178,353 million in fiscal 2025 and increased versus 2024 primarily due to higher iPhone and Services sales. Europe net sales were $111,032 million in 2025 and increased year over year driven by Services, iPhone and Mac. Greater China net sales decreased to $64,377 million in 2025 (down 4% versus 2024), primarily due to lower iPhone sales partially offset by higher Mac sales. Japan and Rest of Asia Pacific net sales were $28,703 million and $33,696 million in 2025, respectively, each increasing year over year largely on higher iPhone and Services sales.
Key facts
- Greater China net sales for 2025 were $64,377 million and decreased 4% compared to 2024. source
- Americas net sales for 2025 were $178,353 million. source
- Europe net sales for 2025 were $111,032 million. source
- Japan net sales for 2025 were $28,703 million. source
- Rest of Asia Pacific net sales for 2025 were $33,696 million. source
- Americas net sales increased during 2025 compared to 2024 primarily due to higher net sales of iPhone and Services. source
- Europe net sales increased during 2025 compared to 2024 primarily due to higher net sales of Services, iPhone and Mac. source
- Greater China net sales decreased during 2025 compared to 2024 primarily due to lower net sales of iPhone, partially offset by higher net sales of Mac. source
Impact estimates
| metric | direction | stage | expected | basis |
|---|---|---|---|---|
| revenue | negative | realized | -0.6% | Greater China net sales for 2025 were $64,377 million and decreased 4% compared to 2024. |
| revenue | positive | realized | — | Americas net sales for 2025 were $178,353 million. |
| revenue | positive | realized | — | Europe net sales for 2025 were $111,032 million. |