In 2022, Apple generated 62% of its revenue from indirect sales, 64% in 2021, and 66% in 2020. Its indirect sales contribution decreased from 71% in 2018, to 62% in 2022, in favor of direct distribution.

Over the years the direct distribution has grown from 29% of sales in 2018, to 38% of the total sales in 2022.

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Apple Sales By Distribution Channel











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