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How Apple Makes Its Money

Posted on 2.17.2020
How Apple Makes Its Money

How Apple Makes Its Money

In 2018, Apple became the first publicly traded U.S. company to reach a market value of $1 trillion

The Biggest Apple in the Money Tree

  • Apple is worth more than
    • 1% of the world’s GDP
    • The GDP of 183 countries*, including:
      • Turkey: $851 billion
      • The Netherlands: $826 billion
      • Saudi Arabia: $683 billion
    • 6 Stock Exchanges*, including::
      • BME Spanish Exchanges: $852 billion
      • Singapore Exchange: $728 billion
      • Saudi Stock Exchange: $530 billion
    • Net worth of 3 of the world’s richest individuals*, including:
      • Jeff Bezos: $148 billion
      • Bill Gates: $94 billion
      • Warren Buffet: $84 billion
  • Apple vs. Other Tech
    Competition in the billion-dollar club is stiff, with four of the world’s top tech companies flirting with a trillion-dollar market cap
    • Highest Valued Global Tech Companies*as of 02/05/2020 - Market Cap
      • Apple: $1.41 trillion
      • Microsoft: $1.39 trillion
      • Alphabet: $997.2 billion
      • Amazon: $1.03 trillion
    • Apple Dominates The U.S. Tech Market
      Smartphones Tablets Smartwatches*
      • Apple: 41%
      • Samsung: 21%
      • LG: 13%
      • Lenovo: 7%
      • Apple: 38%
      • Samsung: 15%
      • Huawei: 10%
      • Amazon: 7%
      • Apple: 46%
      • Samsung: 16%
      • FitBit: 10%
      • Others: 28%

Follow The Money

Apple continues to lead the way with its innovative products and services — the financials are clear evidence
  • The Big Picture*
    • Quarterly Profits & Expenses:
      • Gross profits: $20 billion
      • Operating expenses: -$8.6 billion
      • Saudi Arabia: $683 billion
    • Quarterly Sales & Revenue:
      • iPhone: $26 billion (48%)
      • Mac: $6 billion (11%)
      • Wearables, home, and accessories: $6 billion ( 10%)
      • iPad: $5 billion (9%)
      • Services: $11 billion (21%)
        Services include: Apple Music, Apple Pay, iCloud, Apple News+, Apple Arcade, Apple TV+, and Apple Care+
    • Stellar Annual Growth
      Apple has seen impressive growth across all of its products and services since initial launch
      • 2002: iMac (redesign) released
        ■ 3 million sold*
      • 2007: iPhone released
        ■ 1 million sold
      • 2010: iPad released
        ■ 7 million sold
      • 2015: Apple Watch released
        ■ 12 million sold
      • 2018: Unit Sales
        ■ Mac: 18 million
        ■ iPhone: 218 million
        ■ iPad: 44 million
        ■ Apple Watch: 23 million
      • Apple Services Revenue
        ■ 2013: $4 billion
        ■ 2015: $6 billion
        ■ 2017: $8 billion 

Secrets To Apple’s Success

How did Apple rise to cult status?
  • Philosophy Of Steve Jobs*
    • Design: "The aesthetic, the quality, has to be carried all the way through."
    • Quality: "Quality is more important than quantity. One home run is much better than two doubles."
    • Marketing: "Think Different"
    • Leadership: "The people who are crazy enough to think they can change the world are the ones who do."
    • Innovation: "Innovation distinguishes between a leader and a follower."
  • Tech With Persistent Value
    • Mac Vs. PC
      Macs have many benefits PCs don’t offer
      • Updates and improvements are released more quickly
      • High-end design and feel
      • Seamless integration between all Apple products
      • Longer life with fewer support requirements
    • Macs Are Built To Last
      • Most PCs need to be replaced every 4 years,
        BUT a Mac can last 2x as long
      • A mobile phone can lose more than half its value in just one month
        BUT iPhones hold their value 1.5X better than competitors
    • Flourishing Refurbished Market
      Refurbished phone sales grew more than 4X faster than new phone sales in 2017
      • While Apple products can be expensive, their resale value helps offset the cost
        • A 2 year old iPhone sells for 62% of its original price
        • Buying a refurbished device costs 15-40% times less than buying new
          • And, most consumers are happy with refurbished purchases
          • New computers are 2X as likely to be returned as refurbished Macs
          • 26 states also mandated refurb computers for public schools & gov’t offices

Why Apple Continues to Dominate

No other tech company has been able to rule the market like Apple — for three important reasons
  • #1: The Ecosystem
    • Allows for easy integration among products
    • Increases the visibility of other Apple products
  • #2: The Retail Presence
    • Allows customers to easily learn about new products
    • Provides technical support and repairs damaged tech
  • #3: Brand Loyalty
    • Inspires trust and repeat purchases
    • Grows the value of a single customer over a lifetime
  • #4: Commitment To Refurbish & Recycle
    • Ensures devices remain in use for as long as possible through upgrades like
      • Improved battery life
      • Easier screen replacements
    • Network of 5,000 Authorized Service Providers
      • Accept older devices for recycling
      • Buy & sell refurbished devices
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