Apple makes money from five reported categories: iPhone, Services, Mac, iPad, and Wearables, Home and Accessories. iPhone is the largest by sales; Services is the second-largest and the fastest-growing major category in fiscal 2025. The latest reported quarter in the figures below is Q3 FY2026, ended June 27, 2026.
Apple’s five revenue categories
Apple reports net sales in five categories. Its fiscal 2025 ran for 52 weeks and ended September 27, 2025. The figures below are annual net sales in U.S. dollars; growth compares with FY2024. Apple’s FY2025 Form 10-K is the source for category sales and growth.
| Category | FY2025 net sales | Change from FY2024 | What it includes |
|---|---|---|---|
| iPhone | $209.586 billion | Up 4% | iPhone smartphones |
| Services | $109.158 billion | Up 14% | App Store and digital content, subscriptions, advertising, AppleCare, cloud services, Apple Pay and Apple Card |
| Wearables, Home and Accessories | $35.686 billion | Down 4% | Apple Watch, wireless headphones, spatial computers, Apple TV 4K, HomePod, and Apple and third-party accessories |
| Mac | $33.708 billion | Up 12% | Mac laptops and desktops |
| iPad | $28.023 billion | Up 5% | iPad tablets |
| Total | $416.161 billion | Not stated | Apple’s total net sales |
iPhone accounted for about half of FY2025 sales, based on Apple’s reported category and total figures. Services brought in just over half as much as iPhone. They are distinct revenue streams: hardware sales and delivered services are recorded under different accounting rules.
What each category contributes
iPhone: Apple’s biggest sales engine
Apple’s filing identifies the iPhone 17 family, iPhone Air, iPhone 17 Pro and Pro Max, iPhone 16, and iPhone 16e among the products in its lineup. iPhone sales rose 4% in FY2025, primarily because of higher sales of Pro models.
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Services: the fastest-growing category
Apple’s Services category includes advertising arrangements and platforms; paid AppleCare support and repair coverage; cloud services; App Store and digital content; Apple Music, Apple Arcade, Apple Fitness+, Apple News+, and Apple TV; Apple Card; and Apple Pay. FY2025 Services sales rose 14%, primarily because of advertising, the App Store, and cloud services.
Mac: laptops and desktops
Mac sales increased 12% in FY2025, primarily because of higher laptop and desktop sales.
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iPad: tablets
iPad sales increased 5%. Apple attributed the rise primarily to iPad Air, iPad mini, and iPad, partly offset by lower iPad Pro sales.
Wearables, Home and Accessories: a mixed category
This category groups products with different uses, from Apple Watch and wireless headphones to spatial computers, Apple TV 4K, HomePod, and accessories. Sales declined 4% in FY2025, primarily because of lower Accessories and Wearables sales.
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What the latest reported quarter shows
For the three months ended June 27, 2026 (Q3 FY2026), Apple reported $109.417 billion in net sales, compared with $94.036 billion in the same quarter a year earlier. These are unaudited quarterly results, not calendar-quarter figures. Apple’s July 30, 2026 results release described June-quarter records for iPhone, Mac, and Services; the exact category sales below are from the Q3 FY2026 Form 10-Q.
| Category | Q3 FY2026 net sales |
|---|---|
| iPhone | $54.252 billion |
| Services | $30.739 billion |
| Mac | $10.352 billion |
| Wearables, Home and Accessories | $7.883 billion |
| iPad | $6.191 billion |
| Total | $109.417 billion |
For the first nine months of FY2026, Apple reported $364.357 billion in sales. CEO Tim Cook said the company had double-digit revenue growth across iPhone, Mac, and Services and in every geographic segment in the June quarter.
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How Apple records revenue
Product sales
Apple generally recognizes product revenue when control transfers to the customer, usually when the product ships. That accounting point is not necessarily the same as the date a customer places an order or pays.
Services and bundled features
Service revenue is recognized over time as the service is delivered. For iPhone, Mac, and iPad arrangements, Apple allocates some of the purchase value to bundled services such as iCloud, Siri, and Maps. That portion is deferred and recognized over the estimated period when the services are provided. As a result, Services sales include recognition over time of some value originally bundled with hardware purchases.
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App Store commissions
For third-party App Store sales, Apple records the commission it retains as Services net sales, not the full price paid for the app or other third-party content. Apple says it does not control the third-party app before it is transferred to the customer. This distinction matters when interpreting Services revenue: it is not a tally of every dollar customers spend through the App Store. Apple’s FY2025 Form 10-K describes this accounting treatment.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Services has the higher gross margin, but that is not net profit
Apple reported a 75.4% gross margin for Services and a 36.8% gross margin for Products in FY2025. These are broad groupings—Services versus Products—not margin figures for each individual category. Gross margin is sales less the direct costs associated with sales; it does not account for all operating expenses and is not the same as operating or net profit. Apple attributed Services’ higher margin percentage in FY2025 to a different mix of services, partly offset by higher costs.
Where Apple’s sales come from
Apple reported FY2025 sales across five geographic segments. The growth rates are year over year. These are Apple’s reporting groupings, not a simple map of national regions: for example, Apple includes India, the Middle East, and Africa in Europe.
| Apple reportable segment | FY2025 net sales | Change from FY2024 |
|---|---|---|
| Americas | $178.353 billion | Up 7% |
| Europe | $111.032 billion | Up 10% |
| Greater China | $64.377 billion | Down 4% |
| Japan | $28.703 billion | Up 15% |
| Rest of Asia Pacific | $33.696 billion | Up 10% |
Apple attributed Greater China’s decline primarily to lower iPhone sales, partly offset by higher Mac sales. Segment sales and growth are from Apple’s FY2025 Form 10-K.
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How customers buy Apple products
Apple sells through its retail and online stores and direct sales force, as well as through third-party cellular carriers and resellers. In FY2025, 40% of net sales came through direct channels and 60% through indirect channels. Those percentages describe Apple’s overall distribution mix; they do not show which channel sold each category. Apple’s FY2025 Form 10-K provides the channel figures.
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