In 2022, Apple generated 62% from indirect channels vs. 38% from its direct channel. In 2021, 64% of Apple’s sales came by indirect channels vs. 36% from its direct channels in 2021.
Key Highlights of Apple’s Sales Channels Strategy
- Sales Channel Breakdown:
- In 2022, Apple’s sales distribution was as follows:
- Indirect Channels: 62%
- Direct Channel: 38%
- Similarly, in 2021:
- Indirect Channels: 64%
- Direct Channel: 36%
- In 2022, Apple’s sales distribution was as follows:
- Indirect Channels:
- Indirect channels include third-party cellular networks, wholesalers/retailers, and resellers.
- They play a crucial role in amplifying sales, achieving scale, and offering subsidies, which make products like the iPhone accessible to a wider audience.
- Direct Channel:
In summary, Apple’s sales distribution strategy in 2022 relied heavily on indirect channels, contributing 62% of its total revenues.
These channels enable broader market penetration and affordability through subsidies.
Meanwhile, the direct channel, which accounts for 38%, primarily consists of Apple’s retail stores, playing a central role in delivering exceptional customer experiences and promoting the brand.
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Apple Sales By Distribution Channel
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