Apple

Revenues by product(as percentage of revenues)

Revenues by operating segment(as percentage of revenues)

Unit shipments(comparing iPhone, iPad, iPod and Mac)

Unit shipments growth(comparing iPhone, iPad, iPod and Mac)

Credits

Side notes

  • I use Apple’s updated figures from the amended accounting principles and the reclassification of historical information.
  • The iPod was released in Q1/02 but Apple declared unit sales and revenues only since Q4/02. Thus the first three quarters are based on reconstructed values. However they should be pretty accurate.
  • “Software” and “Peripherals” revenues were listed separately only since Q1/01. For convenience I halved revenues before Q1/01 for those items, which should roughly reflect reality.
  • “Restructuring costs”, “Purchased in-process research and development” and “Executive bonus” aren’t listed in “Cost and operating expenses”. So far those assets only showed up in the time period from Q2/99 to Q4/04. Contact me if you’re interested in the total operating expenses from that time period.
  • In some quarters of 1999 and 2000 internal-use software from “Property, plant and equipment” was listed as a separate asset. For the sake of consistency I incorporated that asset into “Machinery and equpiment” for those quarters.
  • Apple didn’t mention the number of retail employees for Q3/05. The SEC filing mentions 456 terminated positions, but it’s doubtable that they are retail related. I just took half the increase from Q2/05 to Q4/05 which should roughly reflect reality.
  • The average time an employee spends with a visitor is calculated by dividing ( 12 weeks/quarter × 40 hours/week × 60 minutes/hour ) by the average number of visitors per employee. Please keep in mind: the number of visitors to retail stores is a hard figure as counted by the ShopperTrak system. It does not indicate the number of those people who actually make contact with a store employee. Apple has previously said that about 25 % of visitors go to the Genius Bar. Of the remaining 75 %, probably a fairly large percentage of visitors don’t contact an employee, but rather are just browsing by themselves or are using the products for non-purchase purposes.
  • Q4/12 was the last quarter Apple reported Mac unit sales by operating segment and Mac Portables vs. Mac Desktops unit sales.

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Glossary

Average selling price (ASP)
ASP is computed by dividing revenues by unit sales.
Earnings per share (EPS)
EPS are computed by dividing net income by shares.
Gross margin
Gross margin is the difference between net sales and cost of sales divided by net sales. This represents the percentage of each dollar of a company’s revenue available after accounting for cost of goods sold.
Sequential change
Sequential change compares one period to the period immediately preceding it (e.g. Q1/10 compared to Q4/09).
Year-over-year change
Year-over-year change shows change over the corresponding time period of the previous year (e.g. Q3/08 compared to Q3/07).

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