In 2023, Apple generated 37% of its net sales via direct channels, vs. 38% in 2022, 36% in 2021, and 34% in 2020. Apple’s direct sales grew from 29% in 2018 to 38% in 2022.
Over the years the direct distribution has grown from 29% of sales in 2018, to 37% of the total sales in 2023.
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