From iMacs to iPhones: The change in Apple’s revenue mix

Using two decades worth of 10K reports I reconstructed Apple’s revenue by product from 1997 to 2015. It is impossible to go back any further because before 1997 Apple was not required to report revenue segmented by product.

​In 1997, 76% of Apple’s revenue came from just two products: the iMac and the Power Macintosh. Apple has grown exponentially since then, but it is still just as dependent on a couple of products. Today 76% of Apple’s revenue comes from the iPhone and iPad.

Below is a chart of revenue, showing the extraordinary growth Apple has achieved in the last decade, driven largely by the iPhone.

A few notes on the charts above:

  • Before 2000 Apple didn’t report revenue from Other Products or Services, so it is possible that the share of Macs in those years is overstated in the top chart
  • In 2004 Apple changed from reporting sales of 4 different categories of Macs to 2 categories: portables and desktops
  • In 2012 Apple consolidated all Macs into a single category for reporting purposes
  • In 2015 sales of iPods were so low that Apple included iPods in Other Products rather than as a separate segment. It appears likely that this will continue in future years

One Reply to “From iMacs to iPhones: The change in Apple’s revenue mix”

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