Apple Revenue Breakdown

Revenue Streams2022
Wearables, Home, and Accessories$41.24B

To understand the world in 2022, check this out!

This was Facebook, who had just turned into Meta a year ago.

A company worth around a trillion dollars is now worth $240 billion. 

If you had invested $1000 in Facebook (rebranded as Meta) in 2015, you would have exactly $1000 today.

Meta is worth $240 billion in market cap, exactly where it was on June 2015. 

Welcome to the new world of 2022!

A world where technology can create huge wealth, new markets, and expand the economy. But also a world where when cheap capital becomes expensive, technology turns upside down. 

Let’s see some interesting bits and pieces of this year to understand the current market context. 

The sinking advertising machine  
It all started when a week back. Meta ads revenues slipped to $27.2B in Q3 of 2022, down from $28.2B in Q3 of 2021.

The metaverse is getting increasingly expensive, costing Meta almost $3.7B in operating losses in this quarter alone!

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The graph below seems fake, yet it’s the world in 2022.

Apple is almost 10x Meta’s market cap.

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Is Apple killing Meta? 

Apple service business carried a 71% gross profit margin in 2022!

For context, the product business (everything from iPhone, Mac, iPad, Wearables, and Accessories) carried a 36% gross profit margin in 2021.

For further context, a company like Google, primarily a digital player, had a gross profit margin of 57% in 2021.

The gross profit margin tells you a business’s scalability and profitability potential.

On April 26, 2021, Apple launched App Tracking Transparency, a framework that required user authorization to access app-related data for tracking the user or the device.

Since then, Meta, Snapchat, Twitter, and all the apps that relied on third-party tracking have been severely damaged.

Apple’s service business, in 2022, is worth over $78 billion, with advertising among its fastest-growing sub-segments.

But how is Apple boosting its advertising business if it cuts off third-party tracking?

Simply, Apple is using a different paradigm for advertising.

As Apple highlights:

“…ads don’t access data from any other apps. In the App Store and Apple News, your search and download history may be used to serve you relevant search ads. In Apple News and Stocks, ads are served based partly on what you read or follow. This includes publishers you’ve enabled notifications for and the type of publishing subscription you have.”

Welcome to the new advertising world set by Apple!

A new advertising paradigm

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In the last five years, Apple stock appreciated by 237%.

Whereas Facebook’s (now Meta) stock depreciated by 27.15%, most of which was lost in the last year when it rebranded into Meta (over 70% of its market cap has been gone in the last 12 months indeed).

Apple’s iOS change (users must explicitly opt-in to tracking) has completely wrecked Facebook’s ad machine.

In this scenario, Facebook – turned into Meta – has been throwing over $20 billion at Zuckerberg’s vision of Metaverse.

And the most interesting part?

Apple’s Service business this year is worth $78 billion, growing by 14%, compared to $68 in 2021.

Could you guess which one is the fastest-growing unit within the service business?

It’s Apple’s advertising business!

Indeed, Apple is building a thriving advertising business on top of its App Store, which might be already worth a few billion in 2022.

That does look like a business war for the advertising cake of the next decade!

Is Apple a service company now?

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When it comes to Apple, many people get easily confused, and they look at the service side of it, as if it was a separate business unit. 

That’s far from the truth. Apple’s service business lives on top of the successful combination of hardware, software (operating system), and marketplace. 

For Apple, there would be no service business without the hardware line-up of products.

And even more, without the iPhone, which accounted for over 52% of Apple’s net sales in 2022.

No service business without iPhone
Last year, Apple sold over $200 billion worth of iPhones!

In 2022 (15 years from its launch), the iPhone represents over 52% of Apple’s total revenues.

iPad sales are the only segment slowing down; all the other segments keep growing.

In 2022, Apple generated $394 billion in revenues with a net income of almost hundred billion dollars!

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Apple is the new Coca-Cola

As the story goes, in the 1980s, Steve Jobs had to bring adult supervision to Apple; he lured Sculley away from Pepsi by saying:“Do you want to sell sugared water for the rest of your life?”

In a strange turn of events, Apple has turned into the new Coca-Cola. 

Indeed, Warren Buffet, consistently among the wealthiest people on earth in the last decades, is Berkshire Hathaway’s owner.

He’s famously a value investor and a disciple of Benjamin Graham (father of value investing).

Among the key principles of value investing is staying away from hot stocks (especially tech) and taking a longer-term view of financial assets based on fundamentals.

Yet, starting in 2016, Buffet started to invest in Apple, gathering – in a couple of years – a very large position (he owns through Berkshire more than 5% of Apple).

That position today is worth over $100 billion. 

In 2022, Apple will be Berkshire’s largest holding, accounting for nearly 41% of its stock portfolio.

Berkshire, even in this disastrous year, has kept a good performance.

And guess, thanks to which stock? Apple!

So is Warren Buffet moving beyond value investing? Nope.

When he invested in Apple, he saw it as one of the strongest consumer brands in the world.

Just like he had done a few decades back when investing in Coca-Cola.

After evaluating the investment in Apple based on fundamentals, the remaining chunk of the decision was down to the strength of the company’s brand!

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Revenue Streams2019202020212022
AirPods, Apple TV, Apple Watch, Beats products, HomePod,
iPod touch and accessories
Services (Company’s advertising, AppleCare, cloud, digital content, payment, and other

Read: Apple Business Model.

Related to Apple

Apple Business Model

Apple has a business model that is divided into products and services. Apple generated over $394 billion in revenues in 2022, of which $205.5 came from iPhone sales, $40 billion came from Mac sales, over $41 billion came from accessories and wearables (AirPods, Apple TV, Apple Watch, Beats products, HomePod, iPod touch, and accessories), $29.3 billion came from iPad sales, and $78.13 billion came from services.

Apple Value Propositon

Apple is a tech giant, and as such, it encompasses a set of value propositions that make Apple’s brand recognized among consumers. Apple’s brand’s three fundamental value propositions leverage the “Think Different” motto; reliable tech devices for mass markets. Starting in 2019, Apple also emphasized more privacy to differentiate itself from other tech giants.

Economics of the iPhone

It costs Apple $501 to make an iPhone 14 Pro Max, and the company sells it at a base price of $1099. This makes Apple’s base markup on the latest iPhone model at 119% Apple is the only tech company able to sell its tech products at a such a premium, thanks to a combination of hardware, software and marketplace.

Apple Business Growth

It costs Apple $501 to make an iPhone 14 Pro Max, and the company sells it at a base price of $1099. This makes Apple’s base markup on the latest iPhone model at 119% Apple is the only tech company able to sell its tech products at such a premium, thanks to a combination of hardware, software, and marketplace.

Apple Distribution Strategy

In 2022, most of Apple’s sales (62%) came from indirect channels (comprising third-party cellular networks, wholesalers/retailers, and resellers). These channels are critical for sales amplification, scale, and subsidies (to enable the iPhone to be purchased by many people). In comparison, the direct channel represented 38% of the total revenues. Stores are critical for customer experience, enabling the service business, and branding at scale.

Apple PESTEL Analysis


Apple Organizational Structure

Apple has a traditional hierarchical structure with product-based grouping and some collaboration between divisions.

Apple SWOT Analysis

Apple can leverage a strong consumer brand and set of successful products as a strength. Yet the company is still too reliant on the iPhone as a primary revenue stream. Though Apple is working to open up new markets as an opportunity, it has to make sure to sustain its stores’ sales.

Market Expansion Theory


How do Apps Make Money

Apps in the Apple Store follow five primary business model patterns: the free model, where the app might make money via paid ads. Freemium model where the app charges for premium features; subscription-based model, paid model, and paymium model is a mix of paid and freemium.

Apple Business Strategy

When looking at the Apple Business Model, it is easy to assume that it is solely a product company which sells devices that are beautifully crafted. However, there would have been no success for the Mac without its OS operating system. There would not have been iPod success without iTunes. And no success for iPhones without the Apple Store. What’s next for Apple’s success?
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