Apple has always enjoyed its largest popularity in the US. The American region is accountable for 45% of all revenue generation. In Q2 2022, the Americas brought in net sales of $40.88 billion. Approximately 40% of the revenue comes from the United States alone. Europe and China are two other major markets for Apple, as is evident from the table below. . Americas brought in net sales of $39.81 billion in the fourth quarter of the company’s 2022 fiscal year.
iPhone Statistics
As Apple’s most popular and valuable product, the iPhone has been the company’s main source of revenue since 2008, a year after its launch. Apple’s invention of Watch and AirPods did not diminish the attractiveness of its iPhones. iPhone still accounts for 50% of the company’s revenue.
Despite its unflagging popularity worldwide, iPhone has not shown a consistent increase in revenue. Apple had double-digit year-on-year iPhone growth from 2008 to 2015. From then to 2021, however, revenue stalled. The last year proved to be a breakthrough for iPhone: there was a significant jump in its sales, which brought revenue up by 39%. In the 2022 fiscal year, Apple surpassed $200 billion in iPhone revenue for the first time, hitting $205 billion.
In the first quarter of fiscal 2023, iPhone revenue was $65.78 billion, compared to the $68.78 billion analysts thought Apple would earn in this sector. The figure registers an 8.17% drop year over year. The challenging macroeconomic environment affected iPhone sales, Mac sales, and sales of wearables like the Apple Watch.
The table below reflects the uneven trajectory of iPhone revenue:
iPhone Revenue from 2008 to Q1 FY2023 ($bn)
| Year | Revenue ($bn) |
| 2008 | 1.8 |
| 2009 | 13 |
| 2010 | 25.1 |
| 2011 | 45.9 |
| 2012 | 78.6 |
| 2013 | 91.2 |
| 2014 | 101.9 |
| 2015 | 155 |
| 2016 | 136.8 |
| 2017 | 141.2 |
| 2018 | 166.2 |
| 2019 | 142.3 |
| 2020 | 137.7 |
| 2021 | 191.9 |
| 2022 | 184.37 |
| 2023 (Q1) | 65.78 |
Sources: Statista
iPhone Sales
The table below demonstrates that there has always been a direct correlation between iPhone revenue and its sales. Like its revenue, iPhone sales followed an upward trajectory between 2008 to 2015. Then, like revenue, sales decreased between 2016 to 2020, pushed down by fierce competition and the boycott of Apple’s products in China.
In the fourth quarter of 2022, known as a holiday quarter, Apple sold 2 million iPhones to India, which helped boost sales growth by 18% on a quarter-on-quarter basis. In Q4 2022, the iPhone 14 series caught 59% market share, followed by iPhone 13 series at 32% share. In 2021, Apple’s iPhone shipments in India during the same quarter increased by 8% on a year-over-year basis and 44% sequentially after Apple shipped 1.7 million units.
Yet, although Apple’s iPhone business pushed sales by over 9% annually, it disappointed analysts’ expectations. Annually, however, Apple did better than other makers of smartphones. In 2022, the company clocked in its highest-ever shipment share of 18%. Its revenue share also topped the revenues of other companies, reaching 48% of the entire smartphone market. Apple’s operating profit share skyrocketed to a staggering 85%.
At the end of fiscal 2022, several factors negatively influenced Apple’s sales of the iPhone. The most damaging of them were weeks-long issues with iPhone 14 Pro and iPhone 14 Pro Max production that carried over to Black Friday and made the iPhones unavailable to consumers.
Another culprit on which Apple’s CEO blamed poor sales was the challenging microeconomic environment. Inflation increased Apple products’ prices, especially outside the United States. For many people, iPhones thus became simply unaffordable. In the first quarter of fiscal 2023, sales of iPhones slipped 8% to $65.8 billion.
iPhone Annual Sales from 2008 to Q1 FY2023 (mm)
| Year | Sales (mm) |
| 2008 | 11.6 |
| 2009 | 20.7 |
| 2010 | 39.9 |
| 2011 | 72.3 |
| 2012 | 125 |
| 2013 | 150.2 |
| 2014 | 169.2 |
| 2015 | 231.2 |
| 2016 | 211.8 |
| 2017 | 216.7 |
| 2018 | 217.7 |
| 2019 | 157.2 |
| 2020 | 196.9 |
| 2021 | 242 |
| 2022 | 223 |
| 2023 (Q1) | 65.8 |
Sources: Statista
iPhone Sales by Region
iPhone has always been an incredibly popular smartphone in the United States and Europe. Americans and Europeans have been purchasing iPhones with nearly unwavering devotion.
In China, by contrast, sales have consistently fallen since 2015. Trump’s trade war on China and export blacklisting of Huawei were responsible for Chinese citizens’ boycotting of Apple’s products. By 2019, it had become embarrassing to use iPhones in mainland China. In his letter to Apple investors published in 2019, Tim Cook squarely put the blame for “over 100 percent of [Apple’s] year-over-year worldwide revenue decline” at China’s doors. The tide in China turned for Apple only in 2021, when iPhone sales received a boost in the country.
iPhone Sales by Region from 2015 to 2021 (mm)
| Year | US | Europe | China | Japan | Rest of World |
| 2015 | 70.3 | 33.9 | 71.2 | 15 | 38.8 |
| 2016 | 62.9 | 34.6 | 58.3 | 14.6 | 40.2 |
| 2017 | 69.3 | 36.8 | 51.6 | 15.3 | 44.1 |
| 2018 | 74.8 | 38.2 | 44.8 | 14.9 | 46.1 |
| 2019 | 65.7 | 36.3 | 31.4 | 14.8 | 39.6 |
| 2020 | 73.3 | 37.3 | 34.9 | 17.7 | 41.2 |
| 2021 | 84.3 | 56.1 | 42.9 | 17.8 | 40.9 |
iPhone Usage
People around the globe prefer iPhones over Androids for several reasons, the most crucial of which is security. Information security companies agree that Apple devices are more secure than Android ones. Forbes reported once that 97% of smartphone malware targets Android phones. Another reason why people are drawn to the iPhone is its ease of use. All the apps on the iPhone are launched from the home screen, and all the settings are found under one menu. As it is generally considered that only the wealthy can afford an iPhone, people also feel good about themselves when buying an Apple smartphone. Thanks to the iPhone’s usability, advanced security, and prestige, Apple adds more active iPhone users every year. It is estimated that at the beginning of 2022, over a billion people in the world used iPhones. At the beginning of 2023, there were 1.74 billion iPhone users worldwide.
The table below reflects an upward trend in the number of active iPhone units since 2008:
Total Number in Active iPhone Units from 2008 to Q1 2023 (mm)
| Year | Units (mm) |
| 2008 | 10 |
| 2009 | 25 |
| 2010 | 60 |
| 2011 | 115 |
| 2012 | 206 |
| 2013 | 329 |
| 2014 | 442 |
| 2015 | 569 |
| 2016 | 710 |
| 2017 | 814 |
| 2018 | 888 |
| 2019 | 948 |
| 2020 | 1042 |
| 2021 | 1231 |
| 2022 | 1570 |
| 2023 (Q1) | 1740 |
Source: Forbes
iPad Statistics
Lovers of the iPhone eagerly awaited the appearance of the iPad on the market once its launch was announced in 2010. Therefore, its introduction to the public was an immediate success, adding $19 billion to Apple’s revenue in the first year. Once the iPad Mini was launched in 2013, iPad sales jumped even higher. As about 97 million people immediately rushed to buy the iPad Mini, 2013 has so far remained the record year for Apple. Then, Apple’s iPad revenue reached the highest mark of $31.9 billion. Apart from that peak year, iPad revenue has remained between $18 to nearly $30 billion. In the 2022 fiscal year, iPad brought in $29 billion, down from $31.8 billion in fiscal 2021.
In the fourth quarter of 2022, iPad revenue reached $7.17 billion, missing estimates of $7.94 billion. In Q1 2023, the revenue was down by 13.06% year-over-year. Overall, in the 2022 fiscal year, iPad brought in $29 billion, down from $31.8 billion in fiscal 2021. The first quarter of fiscal 2023 presented a brighter picture. iPad celebrated its strongest quarter since 2014, and Services broke $20 billion for the first time. iPad brought the company $9.4 billion this quarter, up 30%. Tim Cook announced that Apple hit 2 billion active devices for the first time, adding that over half of iPad customers and two-thirds of Apple Watch buyers were new to the platforms at the beginning of 2023.
This trend is seen in the table below:
iPad Annual Revenue from 2011 to Q1 2023 ($bn)
| Year | Revenue ($bn) |
| 2011 | 19.1 |
| 2012 | 30.9 |
| 2013 | 31.9 |
| 2014 | 30.2 |
| 2015 | 23.2 |
| 2016 | 20.6 |
| 2017 | 19.2 |
| 2018 | 18.6 |
| 2019 | 21.2 |
| 2020 | 23.7 |
| 2021 | 31.8 |
| 2022 | 29.284 |
| 2023 (Q1) | 9.4 |
Sources: Statista
iPad Sales
The first year of the pandemic proved to be highly profitable for the company, partly because of a notable increase in iPad sales. In 2020, people bought 57% more iPads than in 2019, needing them for working and learning from home. Apple CEO Tim Cook remarked then that the company had “the strongest product line-up in both Mac and iPad that [it] ever had.” During the second quarter of 2022, Apple shipped about 12.6 million tablets worldwide, showing growth in comparison to the first quarter of 2022.
The fourth quarter of 2022 proved to be challenging for the company. Apple’s iPad was hampered by supply issues and decreased 10% year-over-year, becoming the company’s most minor individual line of business. The iPad brought in $29.2 billion for the year, down from the $31.8 billion in sales Apple saw in 2021. Supplies were constrained, and iPad lost some of its popularity. To attract customers’ attention to its product, Apple refreshed the iPad Air in March but failed to introduce a new design, concentrating on adding an M1 chip. iPad sales dipped sharply to under $7.2 billion versus nearly $8.3 billion a year earlier.
In the first quarter of fiscal 2023, the tide changed for iPad. Its performance was more impressive. The primary catalyst for the rise of iPad sales was the launch of several new iPad products in October 2022. The 10th generation iPad came in four colors, and the new iPad Pro was equipped with Apple’s novel M2 chip. Boosted by the release of this relatively inexpensive model, iPad sales grew nearly 30% year-over-year to $9.4 billion.
These figures are presented in the table below:
iPad Annual Sales from 2011 to Q1 2023
| Year | Sales (mm) |
| 2011 | 32.3 |
| 2012 | 58.1 |
| 2013 | 97 |
| 2014 | 67.9 |
| 2015 | 53.8 |
| 2016 | 45.5 |
| 2017 | 43.7 |
| 2018 | 43.5 |
| 2019 | 45.2 |
| 2020 | 71.1 |
| 2021 | 57.8 |
| 2022 | 46.4 |
| 2023 (Q1) | 9.396 |
Apple’s Achievements in 2022
The tech giant released some valuable additions to its products in 2022. Far from inventing innovative devices, Apple tried to keep existing elements and added new spins to them. It introduced functional upgrades to take its previous innovations to a higher level. In March 2022, it brought to people’s attention a wide range of devices, the most notable of which became the iPad Air 5. The M1 chip, the most powerful and fastest Mac chip, was inserted into the relatively affordable iPad and boosted its efficiency.
Another memorable event of 2022 was the introduction of the M1 Ultra chip. Exclusive to the all-new Mac Studio, this computer offers an unrivaled powerful version of the M1 Pro and M1 Max. WWDC22 is also noteworthy. In 2022, Apple launched the first developer betas for iOS 16, iPadOS, macOS Ventura, and watchOS 9. By upgrading its operating system, Apple gladdened the hearts of many customers with these products.
Although 2022 was devoted mainly to software releases, there were still significant, eagerly expected, new launches. People worldwide were offered the iPhone 14 Pro, MacBook Air M2, Mac Studio, and Apple Watch Ultra.
Apple’s creative strategies will push it forward in 2023. Analysts expect iPhone 15 Pro to be effectively updated. Customers can finally applaud the debut of the highly anticipated mixed-reality headset. They can welcome, in 2023, the new Mac Mini, iMac, Mac Pro, MacBook Air 15, and MacBook Pro 14/16 models. And considering Apple’s inventiveness, it may also be that it will surprise its users, treating them to devices they did not see coming at all.
Conclusion
Apple has long been the most formidable company in the technology sector. Its products are well-loved by global consumers, and Wall Street seems to favor the company over other tech giants. Apple’s 5G iPhone continues captivating people’s minds, and there is no predicting what new fascinating product Apple is going to pull out of its hat next. Seeing how consistently Apple stock has outperformed over the last three years, analysts foresee a brilliant future for the company. While AAPL is trading at $163.62 at the time of writing, a general consensus is that its shares might reach $330 by 2025. Investors expect that whatever it does, Apple will always have a major advantage over its competitors because it has knowledge, power, wealth, and a clear vision of the future, and, so well-equipped, will be able to make a bold, successful move in any direction it chooses.
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