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0000320193 | 20101027 | 10-K | 674 | The following table summarizes net sales and Mac unit sales by operating segment and net sales and unit sales by product during the three years ended September 25, 2010 (in millions, except unit sales in thousands and per unit amounts):
(a) Includes iMac, Mac mini, Mac Pro and Xserve product lines. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 675 | (b) Includes MacBook, MacBook Air and MacBook Pro product lines. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 676 | (c) Includes iTunes Store sales, iPod services, and Apple-branded and third-party iPod accessories. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 677 | (d) Includes revenue recognized from iPhone sales, carrier agreements, services, and Apple-branded and third-party iPhone accessories. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 678 | (e) Includes revenue recognized from iPad sales, services and Apple-branded and third-party iPad accessories. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 679 | (f) Includes sales of displays, wireless connectivity and networking solutions, and other hardware accessories. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 680 | (g) Includes sales of Apple-branded operating system and application software, third-party software, Mac and Internet services. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 681 | (h) Derived by dividing total product-related net sales by total product-related unit sales. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 682 | NM = Not Meaningful
Fiscal Year 2010 versus 2009
Net sales during 2010 increased $22.3 billion or 52% compared to 2009. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 683 | Several factors contributed positively to these increases, including the following:
•
Net sales of iPhone and related products and services were $25.2 billion in 2010 representing an increase of $12.1 billion or 93% compared to 2009. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 684 | Net sales of iPhone and related products and services accounted for 39% of the Company’s total net sales for the year. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 685 | iPhone unit sales totaled 40 million in 2010, which represents an increase of 19.3 million or 93% compared to 2009. iPhone year-over-year growth was attributable primarily to continued growth from existing carriers, expanded distribution with new international carriers and resellers, and strong demand for iPhone 4, whi... | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 686 | As of September 25, 2010, the Company distributed iPhone in 89 countries through 166 carriers. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 687 | •
Net sales of iPad and related products and services were $5.0 billion and unit sales of iPad were 7.5 million during 2010. iPad was released in the U.S. in April 2010 and in various other countries over the remainder of 2010. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 688 | As of September 25, 2010, the Company distributed iPad in 26 countries. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 689 | The Company distributes iPad through its direct channels, certain cellular network carriers’ distribution channels and certain third-party resellers. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 690 | Net sales of iPad and related products and services accounted for 8% of the Company’s total net sales for 2010, reflecting the strong demand for iPad during the five months following its release. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 691 | •
Mac net sales increased by $3.6 billion or 26% in 2010 compared to 2009, and Mac unit sales increased by 3.3 million or 31% in 2010 compared to 2009. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 692 | Net sales per Mac unit sold decreased by 4% in 2010 compared to 2009 due primarily to lower average selling prices of Mac portable systems. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 693 | Net sales of the Company’s Macs accounted for 27% of the Company’s total net sales in 2010 compared to 32% in 2009. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 694 | During 2010, net sales and unit sales of the Company’s Mac portable systems increased by 18% and 25%, respectively, primarily attributable to strong demand for MacBook Pro, which was updated in April 2010. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 695 | Net sales and unit sales of the Company’s Mac desktop systems increased by 43% and 45%, respectively, as a result of higher sales of iMac, which was updated in July 2010. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 696 | •
Net sales of other music related products and services increased $912 million or 23% during 2010 compared to 2009. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 697 | This increase was due primarily to growth of the iTunes Store which generated total net sales of $4.1 billion for 2010. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 698 | The results of the iTunes Store reflect growth of the iTunes App Store, continued growth in the installed base of iPhone, iPad, and iPod customers, and the expansion of third-party audio and video content available for sale and rent via the iTunes Store. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 699 | The Company continues to expand its iTunes content and applications offerings around the world. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 700 | Net sales of other music related products and services accounted for 8% of the Company’s total net sales for 2010. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 701 | •
Net sales of iPods increased $183 million or 2% during 2010, while iPod unit sales declined by 7% during 2010 compared to 2009. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 702 | Net sales per iPod unit sold increased by 10% to $164 in 2010 compared to 2009, due to a shift in product mix toward iPod touch. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 703 | iPod touch had strong growth in each of the Company’s reportable operating segments. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 704 | Net sales of iPods accounted for 13% of the Company’s total net sales for the year compared to 19% in 2009. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 705 | Fiscal Year 2009 versus 2008
Net sales during 2009 increased $5.4 billion or 14% compared to 2008. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 706 | Several factors contributed positively to these increases, including the following:
•
iPhone revenue and net sales of related products and services amounted to $13.0 billion in 2009, an increase of $6.3 billion or 93% compared to 2008. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 707 | The year-over-year iPhone revenue growth is largely attributable to the year-over-year increase in iPhone handset unit sales. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 708 | iPhone handset unit sales totaled 20.7 million during 2009, which represents an increase of 9.1 million or 78% during 2009 compared to 2008. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 709 | This growth is attributed primarily to expanded distribution and strong overall demand for iPhones. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 710 | iPhone 3GS was released in the U.S. on June 19, 2009 and in many other countries over the remainder of 2009. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 711 | •
Net sales of other music-related products and services increased $696 million or 21% during 2009 compared to 2008. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 712 | The increase was due predominantly to increased net sales of third-party digital content and applications from the iTunes Store, which experienced double-digit growth in each of the Company’s geographic segments during 2009 compared to the same period in 2008. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 713 | The Company believes this is attributable primarily to continued interest in and growth of the iTunes App Store, continued growth in the Company’s base of iPhone, iPad, and iPod customers, and the expansion of third-party audio and video content available for sale and rent via the iTunes Store
Partially offsetting the ... | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 714 | Net sales per iPod unit sold decreased 11% to $149 in 2009 compared to 2008, resulting from lower average selling prices across all of the iPod product lines, due primarily to price reductions taken with the introduction of new iPods in September 2009 and September 2008 and a stronger U.S. dollar, offset partially by a... | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 715 | •
Mac net sales declined 3% during 2009 compared to 2008, while Mac unit sales increased by 7% over the same period. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 716 | Net sales per Mac unit sold decreased by 10% during 2009 compared to 2008, due primarily to lower average selling prices across all Mac portable and desktop systems and a stronger U.S. dollar. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 717 | Net sales of Macs accounted for 32% of the Company’s total net sales for 2009. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 718 | During 2009, Mac portable systems net sales and unit sales increased by 9% and 20%, respectively, compared to 2008. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 719 | This growth was driven by strong demand for MacBook Pro, which was updated in June 2009 and October 2008, and which experienced double-digit net sales and unit growth in each of the Company’s reportable operating segments compared to the same period in 2008. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 720 | The Company also had a higher mix of Mac portable systems sales, which is consistent with overall personal computer market trends. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 721 | Net sales and unit sales of the Company’s Mac desktop systems decreased by 23% and 14%, respectively, during 2009 compared to 2008. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 722 | The decrease in net sales of Mac desktop systems was due mainly to a shift in product mix towards lower-priced desktops, lower average selling prices across all Mac desktop systems and a stronger U.S. dollar. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 723 | Segment Operating Performance
The Company manages its business primarily on a geographic basis. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 724 | The Company’s reportable operating and reporting segments consist of the Americas, Europe, Japan, Asia-Pacific and Retail operations. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 725 | The Americas, Europe, Japan and Asia-Pacific reportable segment results do not include the results of the Retail segment. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 726 | The Americas segment includes both North and South America. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 727 | The Europe segment includes European countries as well as the Middle East and Africa. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 728 | The Asia-Pacific segment includes Australia and Asia, but does not include Japan. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 729 | The Retail segment operates Apple retail stores in 11 countries, including the U.S. Each reportable operating segment provides similar hardware and software products and similar services. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 730 | Further information regarding the Company’s operating segments may be found in Note 9, “Segment Information and Geographic Data” in Notes to Consolidated Financial Statements of this Form 10-K.
Americas
During 2010, net sales in the Americas segment increased $5.5 billion or 29% compared to 2009. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 731 | This increase in net sales was driven by increased iPhone revenue, strong demand for iPad, continued demand for Mac desktop and portable systems, and higher sales of third-party digital content and applications from the iTunes Store. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 732 | Americas Mac net sales and unit sales increased 18% and 21%, respectively, during 2010 compared to 2009, largely due to strong demand for MacBook Pro. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 733 | The Americas segment represented 37% and 44% of the Company’s total net sales in 2010 and 2009, respectively. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 734 | During 2009, net sales in the Americas segment increased $2.4 billion or 15% compared to 2008. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 735 | The increase in net sales during 2009 was attributable to the significant year-over-year increase in iPhone revenue, higher sales of third-party digital content and applications from the iTunes Store, and increased sales of Mac portable systems, partially offset by a decrease in sales of Mac desktop systems and iPods. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 736 | Americas Mac net sales decreased 6% due primarily to lower average selling prices, while Mac unit sales increased by 4% on a year-over-year basis. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 737 | The increase in Mac unit sales was due primarily to strong demand for the MacBook Pro. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 738 | The Americas segment represented approximately 44% of the Company’s total net sales in both 2009 and 2008. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 739 | Europe
During 2010, net sales in Europe increased $6.9 billion or 58% compared to 2009. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 740 | The growth in net sales was due mainly to a significant increase in iPhone revenue attributable to continued growth from existing carriers and country and carrier expansion, increased sales of Mac desktop and portable systems and strong demand for iPad, partially offset by a stronger U.S. dollar. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 741 | Europe Mac net sales and unit sales increased 32% and 36%, respectively, during the year due to strong demand for MacBook Pro and iMac. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 742 | The Europe segment represented 29% and 28% of the Company’s total net sales in 2010 and 2009, respectively. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 743 | During 2009, net sales in Europe increased $2.6 billion or 28% compared to 2008. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 744 | The increase in net sales was due mainly to increased iPhone revenue and strong sales of Mac portable systems, offset partially by lower net sales of Mac desktop systems, iPods, and a stronger U.S. dollar. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 745 | Mac unit sales increased 13% in 2009 compared to 2008, which was driven primarily by increased sales of Mac portable systems, particularly MacBook Pro, while total Mac net sales declined as a result of lower average selling prices across all Mac products. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 746 | iPod net sales decreased year-over-year as a result of lower average selling prices, partially offset by increased unit sales of the higher priced iPod touch. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 747 | The Europe segment represented 28% and 25% of total net sales in 2009 and 2008, respectively. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 748 | Japan
During 2010, Japan’s net sales increased $1.7 billion or 75% compared to 2009. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 749 | The primary contributors to this growth were significant year-over-year increases in iPhone revenue, strong demand for iPad, and to a lesser extent strength in the Japanese Yen. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 750 | Mac net sales increased by 8% driven by a 22% increase in unit sales due primarily to strong demand for MacBook Pro and iMac, partially offset by lower average selling prices in Japan on a year-over-year basis. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 751 | The Japan segment represented 6% and 5% of the Company’s total net sales for 2010 and 2009, respectively. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 752 | Japan’s net sales increased $551 million or 32% in 2009 compared to 2008. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 753 | The primary contributors to this growth were increased iPhone revenue, stronger demand for certain Mac portable systems and iPods, and strength in the Japanese Yen, partially offset by decreased sales of Mac desktop systems. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 754 | Net sales and unit sales of Mac portable systems increased during 2009 compared to 2008, driven primarily by stronger demand for MacBook Pro. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 755 | Net sales and unit sales of iPods increased during 2009 compared to 2008, driven by strong demand for iPod touch and iPod nano. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 756 | The Japan segment represented approximately 5% of the Company’s total net sales in both 2009 and 2008. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 757 | Asia-Pacific
Net sales in Asia-Pacific increased $5.1 billion or 160% during 2010 compared to 2009. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 758 | The significant growth in Asia-Pacific net sales was due mainly to increased iPhone revenue, which was primarily attributable to country and carrier expansion and continued growth from existing carriers. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 759 | Asia-Pacific net sales were also favorably affected by strong demand for Mac portable and desktop systems and for iPad. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 760 | Particularly strong year-over-year growth was experienced in China, Korea and Australia. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 761 | The Asia-Pacific segment represented 13% and 7% of the Company’s total net sales for 2010 and 2009, respectively. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 762 | Net sales in Asia-Pacific increased $493 million or 18% during 2009 compared to 2008 reflecting strong growth in sales of iPhone and Mac portable systems, offset partially by a decline in sales of iPods and Mac desktop systems, as well as a strengthening of the U.S. dollar against the Australian dollar and other Asian ... | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 763 | Mac net sales and unit sales grew in the Asia-Pacific region by 4% and 17%, respectively, due to increased sales of the MacBook Pro. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 764 | The Asia-Pacific segment represented approximately 7% of the Company’s total net sales in both 2009 and 2008. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 765 | Retail
Retail net sales increased $3.1 billion or 47% during 2010 compared to 2009. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 766 | The increase in net sales was driven primarily by strong demand for iPad, increased sales of Mac desktop and portable systems and a significant year-over-year increase in iPhone revenue. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 767 | Mac net sales and unit sales grew in the Retail segment by 25% and 35%, respectively, during 2010. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 768 | The Company opened 44 new retail stores during the year, 28 of which were international stores, ending the year with 317 stores open compared to 273 stores at the end of 2009. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 769 | With an average of 288 stores and 254 stores opened during 2010 and 2009, respectively, average revenue per store increased to $34.1 million in 2010, compared to $26.2 million in 2009. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 770 | The Retail segment represented 15% and 16% of the Company’s total net sales in 2010 and 2009, respectively. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 771 | Retail net sales decreased $636 million or 9% during 2009 compared to 2008. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 772 | The decline in net sales was driven largely by a decrease in net sales of iPhones, iPods and Mac desktop systems, offset partially by strong demand for Mac portable systems. | 0001193125-10-238044/full-submission.txt |
0000320193 | 20101027 | 10-K | 773 | The year-over-year decline in Retail net sales was attributable to continued third-party channel expansion, particularly in the U.S. where most of the Company’s stores are located, and also reflects the challenging consumer-spending environment in 2009. | 0001193125-10-238044/full-submission.txt |
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