Apple designs, manufactures, and markets smartphones (iPhone), personal computers (Mac), tablets (iPad), wearables (Apple Watch, AirPods, Apple Vision Pro), home products (Apple TV, HomePod), and accessories. The company also provides a portfolio of services including advertising, AppleCare support, cloud storage, digital content platforms (App Store, Apple Arcade, Apple Music, Apple TV+, Apple News+, Apple Fitness+), and payment services (Apple Pay, Apple Card).
Apple manages its business primarily on a geographic basis, with five reportable segments: Americas, Europe, Greater China, Japan, and Rest of Asia Pacific. Each segment is managed separately to align with the location of customers and distribution partners and to address the unique market dynamics of each region. The company operates proprietary retail and online stores alongside a network of third-party resellers and carriers worldwide.
Other Countries 48% · US 36% · CN 15%
geographic · FY2025 (ended Sep 2025) · share of tagged segment revenue (10-K XBRL, as filed)