Apple
The iPhone, the Mac, and the services that tie them together.
52-week range
As of 5 Oct 2026, 17:51What does Apple do?
Apple, based in Cupertino, California, makes the iPhone, Mac, iPad and Apple Watch. On top of that it runs services such as the App Store, iCloud, Apple Music and Apple Pay. Devices and services are tightly linked, so once people are in, they tend to stay. Still, about half of all revenue comes from the iPhone.
From the iPhone in your pocket, AirPods on the train, or paying with Apple Pay at the supermarket checkout.
How Apple makes money
- iPhone50 %
- Services (App Store, iCloud, music)26 %
- Watch, AirPods & accessories9 %
- Mac8 %
- iPad7 %
Strengths
- More than 2 billion active devices form a huge and loyal customer base.
- Services are growing faster than hardware and earn high margins.
- Apple generates enormous cash and returns much of it to shareholders through buybacks and dividends.
Risks
- About half of revenue depends on a single product: the iPhone.
- Many devices are built in China, so tariffs and political tension can get expensive.
- Regulators in the EU and US are targeting the App Store and its fees. There is also currency risk: Apple reports in US dollars while you invest in euros.
- Founded
- 1976
- Headquarters
- Cupertino, California
- Employees
- about 166,000
What if you had invested in Apple earlier?
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This page explains the company and is not a recommendation to buy or sell.