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`Apple Statistics (2021)
`
`Apple Statistics (2021)
`
`David Curry
`
`Updated: August 16, 2021
`
`Content Menu
`
`Apple key statistics
`Apple statistics
`iPhone statistics
`iPad statistics
`Wearable, Home and Accessories statistics
`Mac statistics
`Apple Services statistics
`
`https://www.businessofapps.com/data/apple-statistics/
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`Apple Statistics (2021) - Business of Apps
`
`Apple is one of the most influential and recognisable brands in the world, responsible for the rise of the
`smartphone with the iPhone. Valued at over $2 trillion in 2021, it is also the most valuable technology company
`in the world.
`
`Originally known for desktop computers, Apple was one of the first companies to switch to the graphical user
`interface (GUI) and saw success with the first Macintosh. Steve Jobs, the founder and CEO, was one of
`technology’s first “rockstars”, able to sell hardware as more than a tool for work.
`
`Jobs resigned from Apple in 1985 and the company saw a gradual decline over the 1990s, as it struggled to
`compete with Microsoft on software and Windows manufacturers on hardware sales.
`
`In a last ditch effort to save the company, Apple acquired Jobs’ company NeXT and installed him as advisor and
`then CEO. He turned the company’s fortunes around, launching iTunes and iPod in 2001.
`
`The iPhone saw Apple ascend to one of the most valuable companies in the world, with revenue increasing from
`$37.4 billion in 2008 to $65 billion in 2010.
`
`The success of the iPhone enabled Apple to launch new product categories, such as the iPad. Apple envisioned
`the tablet as a bridge between the smartphone and laptop, with the capabilities to be both.
`
`Download our premium app data report
`
`https://www.businessofapps.com/data/apple-statistics/
`
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`Apple Statistics (2021) - Business of Apps
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`Get our comprehensive report with 67 charts and 1144 individual data points covering up to date revenue, user
`and benchmark data for the app industry.
`
`Download Report
`
`As iPhone revenues have stagnated, Apple has looked for new ways to generate revenue from the iPhone. It
`launched Apple Watch in 2015, as an accessory to the iPhone which tracks various health and fitness metrics.
`AirPods were next, which paved the way for wireless headphones to become mainstream.
`
`It has also built out its subscription services to include music and video streaming, video games, fitness and
`cloud storage. This segment alone generated $53 billion revenue in 2020, making it Apple’s second largest
`segment.
`
`All eyes are on Apple’s next products, which may include a virtual reality headset and self-driving car. The past
`few product launches have been smaller in scope, like the HomePod and AirPod, and Apple fans are clamouring
`for the next iPhone.
`Apple key statistics
`
`Apple generated $274 billion revenue in 2020, 50% came from iPhone sales. Apple’s services division
`was the second largest segment, responsible for 19% of the company’s revenue in 2020
`Apple sold 194 million iPhones, 71 million iPads and 20 million Mac and MacBook units in 2020
`Apple’s home and wearables division grew 25% in 2020. It sold over 110 million AirPods and 43 million
`Apple Watches
`Apple Music has 72 million subscribers, Apple TV+ has over 40 million
`Apple statistics
`
`Since 2018, Apple has split its business into five segments: iPhone, iPad, Mac, Services and Wearable, Home
`and Accessories. The iPhone generates the majority of Apple’s revenue, but Services and Wearable, Home and
`Accessories have both seen increased priority in the past few years, as Apple tries to find new ways to prevent
`revenue stagnation.
`Apple revenue
`
`Apple revenue increased dramatically between 2009 to 2012, from $42.7 to $156.3 billion. During that period,
`Apple vastly increased its manufacturing volume through its partner Foxconn, which enabled global iPhone
`sales. It also saw the launch of the iPad, which added $19.1 billion revenue in the first year of sales.
`
`Apple quarterly revenue ($bn)
`
`https://www.businessofapps.com/data/apple-statistics/
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`Apple Statistics (2021) - Business of Apps
`
`Share
`
`Year
`2006
`2007
`2008
`2009
`2010
`2011
`2012
`2013
`2014
`2015
`2016
`2017
`2018
`2019
`2020
`
`Revenue
`$19.1 billion
`$24.4 billion
`$37.4 billion
`$42.7 billion
`$65 billion
`$108 billion
`$156.3 billion
`$170.8 billion
`$182.6 billion
`$233.6 billion
`$215.4 billion
`$229 billion
`$265.4 billion
`$260.1 billion
`$274.3 billion
`
`https://www.businessofapps.com/data/apple-statistics/
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`Apple Statistics (2021) - Business of Apps
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`Apple revenue by region
`
`Apple has always been most successful in the US, its home country. While revenues have increased in all
`regions, Americas is responsible for 45 percent of all revenue generation and approximately 40 percent of that is
`from the United States alone.
`
`Americas
`Europe
`China
`Japan
`Asia Pacific
`
`2015
`93.8
`50.3
`58.7
`15.7
`15
`
`2016
`86.6
`49.8
`48.5
`16.9
`13.6
`
`2017
`96.6
`36.8
`51.6
`15.3
`44.1
`
`2018
`112
`62.4
`51.9
`21.7
`17.4
`
`2019
`116.9
`60.2
`43.6
`21.5
`17.8
`
`2020
`124.5
`68.6
`40.3
`21.4
`19.6
`
`Note: Values are $bn.
`Apple revenue by product
`
`iPhone continues to be the main revenue generator, but its percentage has decreased in the past five years.
`Apple’s other hardware, which includes Watch, AirPods, HomePod and Beats, has become a priority category
`for Apple, as a way to add more revenue to a single iPhone purchase. Services have also seen significant growth
`in the past five years.
`
`https://www.businessofapps.com/data/apple-statistics/
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`Apple Statistics (2021) - Business of Apps
`
`iPhone statistics
`
`iPhone is Apple’s most valuable product and has, since 2008, been its main source of revenue. Even though
`Apple has diversified its product line with Watch, AirPods and services, iPhone is still responsible for 50
`percent of Apple’s revenue.
`
`In the past two years, Apple has launched four models of iPhone. These are: iPhone, Mini, Pro and Max. All
`come with different price points and are aimed at targeting as many consumers as possible.
`
`iPhone revenue
`
`Apple saw double-digit year-on-year iPhone growth from 2008 to 2015, but revenue has stagnated since. Apple
`has added new models, such as the Mini, Pro and Max in the past two years, although that hasn’t drawn in more
`customers. More customers are also holding onto their phone for longer, with Apple providing software
`upgrades for longer than two years.
`
`iPhone quarterly revenue ($bn)
`
`https://www.businessofapps.com/data/apple-statistics/
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`Year
`2008
`2009
`2010
`
`Revenue
`$1.8 billion
`$13 billion
`$25.1 billion
`
`https://www.businessofapps.com/data/apple-statistics/
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`2011
`2012
`2013
`2014
`2015
`2016
`2017
`2018
`2019
`2020
`
`iPhone sales
`
`$45.9 billion
`$78.6 billion
`$91.2 billion
`$101.9 billion
`$155 billion
`$136.8 billion
`$141.2 billion
`$166.2 billion
`$142.3 billion
`$137.7 billion
`
`Similar to revenue, iPhone sales saw enormous growth between 2008-2015. Sales peaked at 2015, with a steady
`decline of 14 percent from 2015 to 2020. This decline is mostly due to increased competition in China by
`Xiaomi and Huawei.
`
`Year
`2008
`2009
`2010
`2011
`2012
`2013
`2014
`2015
`2016
`2017
`2018
`2019
`2020
`
`Sales
`11.6 million
`20.7 million
`39.9 million
`72.3 million
`125 million
`150.2 million
`169.2 million
`231.2 million
`211.8 million
`216.7 million
`217.7 million
`187.2 million
`196.9 million
`
`Note: Apple stopped reporting iPhone sales in Q4 2018. All values afterwards are estimates
`
`Source: Apple, Canalys, CNBC, Gartner, Strategy Analytics
`
`iPhone sales by region
`
`Sales of the iPhone have fallen each year since 2015 in China, from a high of 71.2 million in 2015 to 34.9
`million in 2020. Apple has not been able to break into other fast-growing countries, such as Brazil, India,
`Mexico or Pakistan, due to the cost of their recent devices.
`
`United States
`
`2015
`70.3
`
`2016
`62.9
`
`2017
`69.3
`
`2018
`74.8
`
`2019
`65.7
`
`2020
`73.3
`
`https://www.businessofapps.com/data/apple-statistics/
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`Apple Statistics (2021) - Business of Apps
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`Europe
`China
`Japan
`Rest of World
`
`33.9
`71.2
`15
`38.8
`
`34.6
`58.3
`14.6
`40.2
`
`36.8
`51.6
`15.3
`44.1
`
`38.2
`44.8
`14.9
`46.1
`
`36.3
`31.4
`14.8
`39.6
`
`37.3
`34.9
`14.7
`41.2
`
`Note: Values are millions.
`
`Active iPhone units
`
`Even though Apple device sales have stagnated in the past few years, it has added more active iPhone users
`every year. Apple has switched its focus to services and other long-term revenue sources, as customers keep
`their phones for longer.
`
`Year
`2008
`2009
`2010
`2011
`2012
`2013
`2014
`2015
`2016
`2017
`2018
`2019
`2020
`
`Active Units
`10 million
`25 million
`60 million
`115 million
`206 million
`329 million
`442 million
`569 million
`710 million
`814 million
`888 million
`948 million
`1042 million
`
`Sources: Above Avalon, Apple, BMO Capital Markets
`Active iPhone units (US)
`
`Approximately one fifth of all active iPhone units are from the US, which is unsurprising given it is Apple’s
`largest market. However, at 202 million units, Apple will have to find new markets to add more active units.
`
`Year
`2008
`2009
`2010
`2011
`2012
`2013
`2014
`
`Active Units (US)
`8 million
`17 million
`24 million
`40 million
`51 million
`72 million
`88 million
`
`https://www.businessofapps.com/data/apple-statistics/
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`2015
`2016
`2017
`2018
`2019
`2020
`
`Sources: Apple, CIRP
`iPad statistics
`
`101 million
`140 million
`153 million
`169 million
`193 million
`202 million
`
`Hotly anticipated after the success of the iPhone, the iPad made an immediate mark, adding $19 billion to
`Apple’s revenue in the first year. iPad sales peaked in 2013, with the launch of the iPad Mini enticing 97 million
`customers.
`
`iPad revenue
`
`Revenue for iPad has remained in the $20 to $30 billion revenue range since launch, but this peaked in 2013
`with the launch of the iPad Mini. Since then, Apple has struggled to entice new customers and iPad owners
`typically hold onto their device for more than three years.
`
`iPad quarterly revenue ($bn)
`
`https://www.businessofapps.com/data/apple-statistics/
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`https://www.businessofapps.com/data/apple-statistics/
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`Year
`2011
`2012
`2013
`2014
`2015
`2016
`2017
`2018
`2019
`2020
`
`iPad sales
`
`Revenue
`$19.1 billion
`$30.9 billion
`$31.9 billion
`$30.2 billion
`$23.2 billion
`$20.6 billion
`$19.2 billion
`$18.6 billion
`$21.2 billion
`$23.7 billion
`
`Apple saw an impressive 57 percent increase in iPad sales last year, primarily due to the coronavirus pandemic.
`This was not enough to reach the 2013 peak, however it reverses four years of sales in the 43-45 million range.
`
`Year
`2011
`2012
`2013
`2014
`2015
`2016
`2017
`2018
`2019
`2020
`
`Sales
`32.3 million
`58.1 million
`97 million
`67.9 million
`53.8 million
`45.5 million
`43.7 million
`43.5 million
`45.2 million
`71.1 million
`
`Note: Apple stopped reporting iPad sales in Q4 2018. All values afterwards are estimates
`
`Sources: Apple, Canalys, Strategy Analytics
`Wearable, Home and Accessories statistics
`
`Apple does not break out its other categories, making it difficult to determine how much revenue each product is
`generating. However, we know Watch, AirPods and Beats are the three key products in this segment.
`
`Wearable, Home and Accessories revenue
`
`Apple has seen 243 percent growth in this segment since it bundled together all of its other hardware segments.
`We estimate that AirPods is a $10 billion business on its own, with Apple Watch also potentially contributing
`between $12 to $14 billion a year.
`
`Wearable, Home and Accessories quarterly revenue ($bn)
`
`https://www.businessofapps.com/data/apple-statistics/
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`Year
`2015
`2016
`2017
`2018
`2019
`2020
`
`Apple Watch sales
`
`Revenue
`$9.8 billion
`$10.9 billion
`$12.7 billion
`$17.3 billion
`$24.4 billion
`$30.6 billion
`
`Since it launched in 2015, Apple Watch has led the smartwatch market with over 50 percent market share in
`2020. There has been double digit growth since 2017. According to Strategy Analytics, Apple Watch saw a 40
`percent increase in sales between 2019 and 2020.
`
`Year
`2015
`2016
`2017
`
`Sales
`8.3 million
`11.9 million
`12.8 million
`
`https://www.businessofapps.com/data/apple-statistics/
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`2018
`2019
`2020
`
`Sources: Canalys, Strategy Analytics
`
`AirPods sales
`
`22.5 million
`30.7 million
`43.1 million
`
`AirPods have become a significant business for Apple, with over 100 million sales in 2020. What were panned
`by many as pricey accessories have become mainstream, with almost every phone manufacturer offering their
`own ‘hearable’ to compete with Apple.
`
`Year
`2017
`2018
`2019
`2020
`
`Sales
`15 million
`35 million
`60 million
`114 million
`
`Sources: Counterpoint Research, TF International Securities, Strategy Analytics
`
`HomePod sales
`
`In comparison to AirPods, HomePod has seen limited success. Apple sits far behind Amazon and Google in
`units sold, although the launch of the HomePod Mini has made some inroads, responsible for most of the 4.6
`million units sold in Q4 2020.
`
`Year
`2018
`2019
`2020
`
`Source: Strategy Analytics
`
`Apple TV active devices (US)
`
`Sales
`4.2 million
`5.9 million
`9.8 million
`
`Apple has been rather inactive in the smart TV market as well, of which Roku and Amazon control the majority
`of sales in the US and Europe. Apple has added more active devices every year in the US, but are around 50
`million units behind Roku.
`
`Year
`2015
`2016
`2017
`2018
`2019
`2020
`
`Active devices (US)
`17.3 million
`20.1 million
`22.4 million
`24.6 million
`25.9 million
`28.3 million
`
`https://www.businessofapps.com/data/apple-statistics/
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`Apple Statistics (2021) - Business of Apps
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`Source: Strategy Analytics
`Mac statistics
`
`Even with Apple’s shift in priorities from PC to mobile, Mac has remained a core part of the company’s product
`portfolio. PC sales have been flat or in decline for the past decade, but Apple has added more revenue and sales
`almost every year since 2009.
`
`Mac revenue
`
`Throughout the decade, Apple has kept a core set of products: MacBook Air, MacBook Pro, Mac Pro and iMac.
`While there have been iterations and new models, this core has remained popular across a broad spectrum of
`professional customers.
`
`Mac quarterly revenue ($bn)
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`https://www.businessofapps.com/data/apple-statistics/
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`https://www.businessofapps.com/data/apple-statistics/
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`Apple Statistics (2021) - Business of Apps
`
`Year
`2009
`2010
`2011
`2012
`2013
`2014
`2015
`2016
`2017
`2018
`2019
`2020
`
`Mac sales
`
`Revenue
`$13.6 billion
`$17.2 billion
`$21.6 billion
`$23 billion
`$21.3 billion
`$23.9 billion
`$25.3 billion
`$22.7 billion
`$25.6 billion
`$25.2 billion
`$24.7 billion
`$28.4 billion
`
`Even though the PC market saw higher sales in 2020, for the past decade it has been in gradual decline. This is
`not the case for Apple, which has improved sales almost every year since 2009 and increasing its overall
`marketshare.
`
`Year
`2009
`2010
`2011
`2012
`2013
`2014
`2015
`2016
`2017
`2018
`2019
`2020
`
`Sales
`10.3 million
`13.4 million
`16.5 million
`18 million
`16.1 million
`18.8 million
`20.4 million
`18.3 million
`18.9 million
`18 million
`17.5 million
`20.2 million
`
`Note: Apple stopped reporting Mac sales in Q4 2018. All values afterwards are estimates
`
`Sources: Apple, Gartner
`Apple Services statistics
`
`An increasingly important part of Apple, as it continues to add more subscriptions and services to its iOS
`platform. With iPhone and iPad sales not likely to see much significant movement, Apple sees services as a way
`to continue growing.
`
`https://www.businessofapps.com/data/apple-statistics/
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`It should be noted that Apple rarely publicises usage or subscribers for certain apps, like iCloud, iMessage,
`FaceTime and Health, which is why we have not included them in this data report.
`
`Apple services revenue
`
`In comparison to iPhone, iPad and Mac, Apple’s services revenue has increased year-on-year. Some analysts see
`it as the most important segment of the company, potentially reaching $50 billion in profit by 2025.
`
`Apple services quarterly revenue ($bn)
`
`https://www.businessofapps.com/data/apple-statistics/
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`
`Year
`2013
`2014
`2015
`2016
`2017
`2018
`2019
`2020
`
`Revenue
`$15.8 billion
`$17.8 billion
`$19.6 billion
`$24.1 billion
`$29.8 billion
`$36.9 billion
`$46.1 billion
`$53.6 billion
`
`Subscribers to Apple services (total)
`
`Apple has saw the number of subscribers to its services increase dramatically over the past six years. This stat
`includes subscriptions to iCloud, Apple Music, Apple TV+, Apple Arcade, Apple News+, Apple Fitness+.
`
`Year
`2015
`2016
`2017
`2018
`2019
`2020
`
`Source: Apple
`
`Apple Pay active users
`
`Subscriptions (total)
`30 million
`95 million
`200 million
`325 million
`480 million
`620 million
`
`Even though Apple Pay comes pre-installed on all iPhones, users can still choose to not set up the contactless
`payment solution. About half of all iPhone users actively use Apple Pay, according to Loup Ventures.
`
`Year
`2017
`2018
`2019
`
`Active users
`337 million
`389 million
`441 million
`
`https://www.businessofapps.com/data/apple-statistics/
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`2020
`
`Source: Loup Ventures
`
`Apple Pay transaction volume
`
`507 million
`
`Apple Pay transaction volume more than doubled between 2018 and 2019, as more customers became
`comfortable using their phone to pay for things. While Apple has not revealed transaction volume for 2020, we
`suspect it will be lower than 2019 due to COVID-19.
`
`Year
`2016
`2017
`2018
`2019
`
`Source: Apple
`Apple Music subscribers
`
`Transactions
`0.9 billion
`1.8 billion
`6.6 billion
`15 billion
`
`Apple Music is the second largest music streaming service in the West, far behind Spotify’s 150 million users
`and not far behind Amazon Music’s 55 million. The majority of subscribers are from the US, which is one of the
`few countries Apple is ahead of Spotify.
`
`Year
`2015
`2016
`2017
`2018
`2019
`2020
`
`Source: Apple
`
`Apple TV+ subscribers
`
`Subscribers
`11 million
`20 million
`27 million
`40 million
`50 million
`72 million
`
`Apple invested $6 billion into TV+ in 2019, a huge gamble in a market with Netflix, Amazon and Disney all
`competing for eyeballs. It also offers a year of TV+ to iPhone and iPad buyers for free, which means most
`subscribers are still on free trial.
`
`Year
`Nov 2019
`May 2020
`Nov 2020
`May 2021
`
`Note: May 2021 is projected
`
`Subscribers
`5.7 million
`10 million
`33.6 million
`40 million
`
`https://www.businessofapps.com/data/apple-statistics/
`
`21/24
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`
`Apple Statistics (2021) - Business of Apps
`
`Sources: Bloomberg, Statista
`
`Apple News users
`
`Apple’s news aggregation service may not responsible for much revenue generation – for Apple or news
`providers – but it has added more readers every year since launch. It is still behind Flipboard, with 145 million
`MAUs, but may surpass it by 2022.
`
`Apple News+ added 200,000 subscribers in the first 48 hours, but has not made any significant strides since
`launch.
`
`Year
`2017
`2018
`2019
`2020
`
`Siri active users
`
`Users
`70 million
`85 million
`100 million
`125 million
`
`Apple’s Siri has been the unfortunate brunt of many jokes about artificial intelligence and smart assistants,
`however hundreds of millions of iPhone users actively use the application.
`
`Year
`2015
`2016
`2017
`2018
`2019
`2020
`
`Active users
`265 million
`320 million
`375 million
`500 million
`585 million
`660 million
`
`Note: Apple has used the terms ‘active users’ and ‘active devices’, so we are unsure which is correct. It may be
`that many of the ‘active’ users have only enabled Siri on their device, but do not regularly use it.
`
`Source: Apple
`
`Siri accuracy
`
`Apple has improved the accuracy of its smart assistant year-on-year, according to Loup Ventures, which run
`yearly tests on all of the major mobile smart assistants. While still behind Google Assistant and Amazon Alexa,
`Siri is catching up.
`
`Year
`2017
`2018
`2019
`2020
`
`Accuracy (%)
`66
`78
`83
`87
`
`https://www.businessofapps.com/data/apple-statistics/
`
`22/24
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`Apple Statistics (2021) - Business of Apps
`
`Source: Loup Ventures
`
`Apple Arcade subscribers
`
`Apple’s mobile gaming subscription platform has seen some interest, however Apple has reportedly changed
`course and will not publish as many exclusive games as it planned. This may be perceived as Apple not meeting
`subscription targets after one year.
`
`Year
`2017
`2018
`
`Source: IHS Markit Technology
`
`Users
`2.3 million
`12 million
`
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