Key Partners
- Contract manufacturers assemble most hardware (FACT / industry).
- Component suppliers for displays, memory, modems, silicon packaging (FACT theme).
- Cellular carriers, wholesalers, retailers, resellers — 60% of FY25 sales (FACT).
- App Store third-party developers (commission net in Services) (FACT).
- Content partners for Apple TV+, Arcade, Music, News+ (FACT).
- Authorized service network for AppleCare repairs (FACT, 10-K).
Key Activities
- Hardware + Apple silicon design (FACT theme / 10-K).
- Contract manufacturing oversight and supply chain (FACT).
- Annual product launches and retail experience (FACT).
- Operate App Store, iCloud, media, and payment platforms (FACT).
- R&D $34.6B in FY2025 (FACT).
- Brand marketing and developer relations (FACT / theme).
Key Resources
- Brand + design IP (FACT theme).
- Apple silicon and six OS platforms (FACT, company description).
- Installed base of active devices (company claim on earnings).
- App Store / Services platforms (FACT).
- Retail + online direct channel (40% of FY25 sales) (FACT).
- ~166,000 FTE employees (FACT, 10-K).
Value Propositions
- Premium integrated hardware (iPhone, Mac, iPad, Watch, AirPods) (FACT).
- Custom silicon + multi-year software support (FACT theme).
- Services that attach to the device (App Store, Care, cloud, media) (FACT).
- Privacy and security positioning (company messaging).
- Retail Genius Bar / hands-on experience (FACT theme).
- Seamless multi-device Continuity features (FACT / product).
Customer Relationships
- Self-serve apple.com / apps / subscriptions (FACT).
- Apple Store retail + Genius Bar (FACT theme).
- AppleCare fee-based support & repair (FACT, 10-K).
- iCloud account as identity across devices (FACT / product).
- Education & enterprise direct sales (FACT, 10-K).
- Developer portal / App Store review (FACT).
Channels
- Apple retail + online + direct sales force — 40% of FY25 sales (FACT).
- Carriers / wholesalers / retailers / resellers — 60% (FACT).
- App Store and service platforms as digital channels (FACT).
- Five geographic reportable segments (FACT).
- Education and enterprise field sales (FACT).
- No invented store-count — 10-K does not disclose a FY25 total.
Customer Segments
- Consumers (primary) (FACT, 10-K).
- Small and mid-sized business (FACT).
- Education (FACT).
- Enterprise and government (FACT).
- App developers (platform participants) (FACT).
- Global geographic mix — U.S. 36.5% of FY25 sales (INFERENCE from $151.8B/$416.2B).
Cost Structure
- Products COGS $194.1B FY25 (FACT).
- Services COGS $26.8B FY25 (FACT).
- R&D $34.6B (FACT).
- SG&A $27.6B (FACT).
- PPE purchases $12.7B in FY25 cash flow (FACT).
- Gross margin ~46.9% (INFERENCE from stated figures).
Revenue Streams
- iPhone $209.6B FY25 (~50% of sales) (FACT / INFERENCE %).
- Mac + iPad + Wearables $97.4B combined (FACT sum).
- Services $109.2B FY25 (+13.5%) (FACT / INFERENCE %).
- App Store commissions recognized net (FACT).
- AppleCare, cloud, content, ads, payments inside Services (FACT).
- $416.2B total net sales FY2025 (+6.4% vs FY2024) (FACT / INFERENCE %).