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