Apple Statistics (2023)

Apple is one of the most influential and recognisable brands in the world, responsible for the rise of the smartphone with the iPhone. Valued at over $2 trillion in 2021, it is also the most valuable technology company in the world.

Originally known for desktop computers, Apple was one of the first companies to switch to the graphical user interface (GUI) and saw success with the first Macintosh. Steve Jobs, the founder and CEO, was one of technology’s first “rockstars”, able to sell hardware as more than a tool for work.

Jobs resigned from Apple in 1985 and the company saw a gradual decline over the 1990s, as it struggled to compete with Microsoft on software and Windows manufacturers on hardware sales.

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In a last ditch effort to save the company, Apple acquired Jobs’ company NeXT and installed him as advisor and then CEO. He turned the company’s fortunes around, launching iTunes and iPod in 2001. 

The iPhone saw Apple ascend to one of the most valuable companies in the world, with revenue increasing from $37.4 billion in 2008 to $65 billion in 2010.

The success of the iPhone enabled Apple to launch new product categories, such as the iPad. Apple envisioned the tablet as a bridge between the smartphone and laptop, with the capabilities to be both.

As iPhone revenues have stagnated, Apple has looked for new ways to generate revenue from the iPhone. It launched Apple Watch in 2015, as an accessory to the iPhone which tracks various health and fitness metrics. AirPods were next, which paved the way for wireless headphones to become mainstream.

It has also built out its subscription services to include music and video streaming, video games, fitness and cloud storage. This segment alone generated $53 billion revenue in 2020, making it Apple’s second largest segment.

All eyes are on Apple’s next products, which may include a virtual reality headset and self-driving car. The past few product launches have been smaller in scope, like the HomePod and AirPod, and Apple fans are clamouring for the next iPhone.  

Note: Apple’s financial year ends in September. 

Apple key statistics

• Apple generated $394.3 billion revenue in 2022, 52% came from iPhone sales
• Apple Services is the second largest division, responsible for 19% of revenue in 2022
• 232 million iPhones, 61 million iPads and 26 million Mac and MacBook units were sold in 2022
• Apple’s home and wearables division grew 7.3% in 2022
• It sold 82 million AirPods and 53 million Apple Watches in 2022
• Apple Music has 88 million subscribers, Apple TV+ has over 75 million

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Apple Report 2023

Want to learn more about Apple? Our comprehensive Apple Report covers all of the company’s financials, with in-depth breakdowns of each of its five business segments: iPhone, iPad, Mac, Wearables, and Services.

Apple overview

Apple revenue

Apple revenue increased dramatically in the 2020’s, from $65 billion at the start of the decade to $274.5 billion by the end. In 2022, it generated $394.3 billion in revenue.

Apple quarterly revenue 2005 to 2023 ($bn)

Apple annual revenue 2006 to 2022 ($bn)

Apple revenue by region

Apple has always been most successful in the United States, its home country. Americas is responsible for 43% of all revenue generation and approximately 40% of that is from the United States alone.

Apple revenue by region 2015 to 2022 ($bn)

Source: Company data

Apple revenue by product

iPhone continues to be the main revenue generator, but its percentage has decreased in the past five years. Services has seen the highest percentage increase over the past five years.

Apple revenue by product category 2015 to 2023 (%)

iPhone statistics

iPhone is Apple’s most valuable product and has, since 2008, been its main source of revenue. Even though Apple has diversified its product line with Watch, AirPods and services, iPhone is still responsible for 52% of its revenue.

iPhone revenue

Apple saw double-digit year-on-year growth in iPhone revenue from 2008 to 2015, but revenues stagnated for the five years afterwards. It saw a massive increase in sales in 2021, and modest growth in 2022.

iPhone quarterly revenue 2008 to 2023 ($bn)

iPhone annual revenue 2008 to 2022 ($bn)

Source: Company data

iPhone sales

iPhone sales in 2021 surpassed the 2015 peak, but declined in 2022 to 232.2 million units.

iPhone annual sales 2008 to 2022 (mm)

Note: Apple stopped reporting iPhone sales in Q4 2018. All values afterwards are estimates. Sources: Apple, Canalys, CNBC, Gartner, Strategy Analytics

iPhone sales by region

Sales have steadily fallen in China since 2015, although it received a slight bump in 2021. All other regions have been steady in terms of sales.

iPhone sales by region 2015 to 2022 (mm)

Sources: Apple, Canalys, CNBC, Gartner, Strategy Analytics

Active iPhone units

Even though Apple device sales have stagnated in the past few years, it has added more active iPhone users every year. Apple has switched its focus to services and other long-term revenue sources, as customers keep their phones for longer.

Total number of active iPhone units 2008 to 2022 (mm)

Sources: Above Avalon, Apple, BMO Capital Markets

Active iPhone units in US

There are just under 150 million active iPhone units in the United States, making Apple by far the most popular smartphone manufacturer and ahead of all Android device manufacturers combined.

Total number of active iPhone units in the United States 2008 to 2022 (mm)

Sources: Apple, CIRP 

iPad statistics

Hotly anticipated after the success of the iPhone, the iPad made an immediate mark, adding $19 billion to Apple’s revenue in the first year. iPad sales peaked in 2013, with the launch of the iPad Mini enticing 97 million customers.

iPad revenue

Revenue for iPad has remained in the $20 to $30 billion revenue range since launch, with the launch of the iPad Mini in 2013 still the peak year. Since then, Apple has struggled to entice new customers and iPad owners typically hold onto their device for more than three years.

iPad quarterly revenue 2011 to 2023 ($bn)

iPad annual revenue 2011 to 2022 ($bn)

Source: Company data

iPad sales

Apple saw an impressive 57% increase in iPad sales in 2020. While sales dropped in 2021, the launch of higher-end iPads meant more revenue per sale.

iPad annual sales 2011 to 2022 (mm)

Note: Apple stopped reporting iPad sales in Q4 2018. All values afterwards are estimates Sources: Apple, Canalys, IDC, Strategy Analytics

Wearable, Home and Accessories statistics

Apple does not break out its other categories, making it difficult to determine how much revenue each product is generating. However, we know Watch, AirPods and Beats are the three key products in this segment.

Wearable, Home and Accessories revenue

Apple generated $41.1 billion revenue from this segment in 2022. We estimate AirPods is a $10 billion business on its own, with Apple Watch also potentially contributing between $14 billion to $18 billion a year.

Wearable, Home and Accessories quarterly revenue 2015 to 2023 ($bn)

Wearable, Home and Accessories annual revenue 2015 to 2022 ($bn)

Source: Company data

Apple Watch sales

Since it launched in 2015, Apple Watch has led the smartwatch market with over 50% market share. It surpassed 50 million annual sales in 2022.

Apple Watch annual sales 2015 to 2022 (mm)

Sources: Canalys, Strategy Analytics

AirPods sales

AirPods have become a significant business for Apple, with over 80 million sales in 2022. What were panned by many as pricey accessories have become mainstream, with almost every phone manufacturer offering their own ‘hearable’ to compete with Apple.

AirPod annual sales 2017 to 2022 (mm)

Sources: Counterpoint Research, TF International Securities, Strategy Analytics

HomePod sales

In comparison to AirPods, HomePod has seen limited success. Apple sits far behind Amazon and Google in units sold, although the launch of the HomePod Mini has made some inroads.

HomePod annual sales 2018 to 2022 (mm)

Source: Strategy Analytics

Apple TV active devices in US

Apple has been rather inactive in the smart TV market as well, with Roku and Amazon ahead it in units sold. Apple has added more active devices every year in the US, but are around 50 million units behind Roku.

Apple TV active devices in the United States 2015 to 2022 (mm)

Source: Strategy Analytics

Mac statistics

Throughout the decade, Apple has kept a core set of products: MacBook Air, MacBook Pro, Mac Pro and iMac. While there have been iterations and new models, this core has remained popular across a broad spectrum of professional customers.

Mac revenue

Even with Apple’s shift in priorities from PC to mobile, Mac has remained a core part of the company’s product portfolio. PC sales have been flat or in decline for the past decade, but Apple has added more revenue and sales almost every year since 2009.

Mac quarterly revenue 2009 to 2023 ($bn)

Mac annual revenue 2009 to 2022 ($bn)

Source: Company data

Mac sales

Even though the PC market saw higher sales in 2020, for the past decade it has been in gradual decline. This is not the case for Apple, which has improved sales almost every year since 2009.

Mac annual sales 2009 to 2022 (mm)

Note: Apple stopped reporting Mac sales in Q4 2018. All values afterwards are estimates. Sources: Apple, Gartner 

Apple Services statistics

An increasingly important part of Apple, as it continues to add more subscriptions and services to its iOS platform. With iPhone and iPad sales not likely to see much significant movement, Apple sees services as a way to continue growing.

Apple Services revenue

In comparison to iPhone, iPad and Mac, Apple’s services revenue has increased year-on-year. Some analysts see it as the most important segment of the company, potentially reaching $50 billion in profit by 2025.

Apple Services quarterly revenue 2013 to 2023 ($bn)

Apple Services annual revenue 2013 to 2022 ($bn)

Source: Company data

Number of iOS subscriptions

In 2022, 900 million iOS users subscribed to one or more apps on the platform, an increase of 20% on the previous year.

Number of subscribers to iOS apps 2015 to 2022 (mm)

Source: Company data

Apple Pay active users

Even though Apple Pay comes pre-installed on all iPhones, users can still choose to not set up the contactless payment solution. About half of all iPhone users actively use Apple Pay, according to Loup Ventures.

Apple Pay annual active users 2017 to 2022 (mm)

Source: Loup Ventures

Apple Pay transaction volume

Apple Pay transaction volume for in-store purchases has increased rapidly over the past two years, going from $90 billion t0 $650 billion.

Apple Pay annual transaction volume 2016 to 2022 (bn)

Sources: Bernstein, Company data, Pymnts

Apple Music subscribers

Apple Music is the second largest music streaming service in the West, far behind Spotify’s 150 million users. The majority of subscribers are from the US, which is one of the few countries Apple is close to Spotify.

Apple Music annual subscribers 2015 to 2022 (mm)

Sources: Company data, Forbes, MiDiA Research

Apple TV+ subscribers

Apple invested $6 billion into TV+ in 2019, a huge gamble in a market with Netflix, Amazon and Disney all competing for eyeballs. It also offers a year of TV+ to iPhone and iPad buyers for free, which means most subscribers are still on free trial.

Apple TV+ annual subscribers 2019 to 2022 (mm)

Note: 2021 is a projection. Sources: Bloomberg, Statista

Apple News users

Apple’s news aggregation service may not responsible for much revenue generation – for Apple or news providers – but it has added more readers every year since launch. It is still behind Flipboard, with 145 million MAUs, but may surpass it by 2022.

Apple News active users 2017 to 2022 (mm)

Source: Company data

Siri active users

Apple’s Siri has been the unfortunate brunt of many jokes about artificial intelligence and smart assistants, however hundreds of millions of iPhone users actively use the application.

Siri annual active users 2015 to 2020 (mm)

Note: Apple has not updated figures since 2020. Source: Company data

Siri accuracy

Apple has improved the accuracy of its smart assistant year-on-year, according to Loup Ventures, which run yearly tests on all of the major mobile smart assistants. While still behind Google Assistant and Amazon Alexa, Siri is catching up.

Siri annual accuracy figures 2017 to 2020 (%)

Source: Loup Ventures