Apple-外文版培訓(xùn)課件（2025.9）

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COMPANIES

PRODUCTSAppleCHAPTER

01OverviewGlobalspendingondevices(PCs,tablets,mobilephones,andprinters)from2012to2025(inbillionU.S.dollars)ITdevicestotalspendingworldwide2012-2025900808.58810.23800734.16717.05712712697692.78676677700600500400300200100066564964663020122013201420152016201720182019202020212022202320242025*4Description:In2024,spendingondevicesamountedtoaround734billionU.S.dollarsglobally,anincreaseofaround5.1percentfromthepreviousyear.GlobalITspendingisexpectedtoreachapproximately5.6trillionU.S.dollarsin2025,increasingbyaboutfourpercentcomparedto2024.Around810billionU.S.dollarsareforecasttobespentondevices.ReadmoreNote(s):Worldwide;2012to2025;IncludesPCs,ultramobiles,mobilephones,tabletsandprinters;*ForecastReadmoreSource(s):GartnerRevenueofthesmartphonesmarketworldwidefrom2019to2029(inbillionU.S.dollars)Revenueofthesmartphonesindustryworldwide2019-2029600562.56542.47522.67503.06485.34481.2479.035004003002001000467.6453.7453.88423.59201920202021202220232024202520262027202820295Description:Theglobalrevenueinthe'Smartphones'segmentoftheconsumerelectronicsmarketwasforecasttocontinuouslyincreasebetween2024and2029byintotal95billionU.S.dollars(+20.32percent).Afterthefifthconsecutiveincreasingyear,theindicatorisestimatedtoreach562.56billionU.S.dollarsandthereforeanewpeakin2029.ReadmoreNote(s):Worldwide;2019to2029Source(s):Statista;StatistaConsumerMarketInsightsSmartphoneshipmentsworldwidefrom4thquarter2009to4thquarter2024(inmillionunits)Globalsmartphoneshipmentsbyquarter2009-20245004504003503002502001501005006Description:Smartphoneshipmentsincreasedfromthethirdquarterof2023tothefourthquarterof2024.Moreover,atabout331.7millionunits,thisnumberwasanincreasealsocomparedtothearound316millionunitshipmentsrecordedinthethirdquarterof2024.ReadmoreNote(s):Worldwide;4thquarter2009to4thquarter2024Source(s):IDCRevenueofthePCsmarketworldwidefrom2018to2028,bycategory(inbillionU.S.dollars)GlobalrevenueofPCs2018-2028Laptops125.84Tablets127.62DesktopPCs127.51160140147.45142136.66131.27132.09129.28116.69115.4912010080604020059.7838.9359.8739.7658.1539.2657.0238.5757.2837.356.538.7154.9837.9255.1238.3653.7338.0149.8136.9348.6936.93201820192020202120222023202420252026202720287Description:Therevenueisforecasttoexperiencesignificantgrowthinallsegmentsin2028.Aspartofthepositivetrend,theindicatorreachesthemaximumvalueforallthreedifferentsegmentsattheendofthecomparisonperiod.ParticularlynoteworthyisthesegmentLaptops,whichhasthehighestvalueof147.45billionU.S.dollars.ReadmoreNote(s):Worldwide;2018to2028Source(s):Statista;StatistaTechnologyMarketInsightsPersonalcomputer(PC)unitshipmentsworldwidefrom2009to2024,byquarter(inmillionunits)GlobalPCunitshipments2009-2024,byquarter120100806040200Q1

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248Description:Inthelastquarterof2024,approximately64.4millionPCswereshippedglobally.Comparedtothefourthquarterofthepreviousyearwith63.37,thisquartersawaslightyear-over-yearincrease.

ReadmoreNote(s):Worldwide;2009to2024Source(s):Gartner;Gizchina;HardwareZone;MacR;VentureBeatRevenueofthetabletsmarketworldwidefrom2019to2029(inbillionU.S.dollars)Revenueofthetabletsindustryworldwide2019-20297061.6659.7859.8758.15605040302010057.0257.2856.554.9855.1253.7349.81201920202021202220232024202520262027202820299Description:Theglobalrevenueinthe'Tablets'segmentoftheconsumerelectronicsmarketwasforecasttocontinuouslyincreasebetween2024and2029byintotal7.9billionU.S.dollars(+14.7percent).Afterthefifthconsecutiveincreasingyear,theindicatorisestimatedtoreach61.66billionU.S.dollarsandthereforeanewpeakin2029.ReadmoreNote(s):Worldwide;2019to2029Source(s):Statista;StatistaConsumerMarketInsightsWorldwidetabletshipmentsfrom2ndquarter2010to3rdquarter2024(inmillionunits)Worldwidetabletshipments2010-2024,byquarter908070605076.45050.549.646.745.744.443.640.539.338.440302010035.836.434.834.433.229.97.93.310Description:Inthethirdquarterof2024,worldwidetabletshipmentsstoodatalmost39.6millionunits,anincreasefromthepreviousquarter,whenaround34.4milliontabletswereshipped.?Worldwidetabletshipments-additionalinformationAround128.5millionunitsoftabletswereshippedworldwidein2023,withshipmentspeakingat36.8millionunitsinthefinalquarteroftheyear.AndroidovertookApple’siOSasthemostpopularoperatingsystemin2012andheldthatstatusuntilthesecond[...]ReadmoreNote(s):Worldwide;2010to2024;*Thesourcedidnotpublishdataforeveryquarter.ReadmoreSource(s):IDCWearablesunitshipmentsworldwidefrom2014to2028(inmillions)Totalwearabledeviceunitshipmentsworldwide2014-2028700612.5600.5583.96005004003002001000563.2537.9533.6506.6492.1444.7346.4172.22018115.42017102.4201681.928.82014201520192020202120222023*2024202520262027202811Description:In2024,globalshipmentsofhearables,watches,wrist-bands,andotherwearableswereforecasttoreacharound543millionunits.Thisisa6.1prcentpercentyear-over-yearincreasecomparedtothepreviousyear.

ReadmoreNote(s):Worldwide;2014to2028;*2023figurewascalculatedbyStatistabasedonthe2023-2024growthrate(10.5%)providedbythesource

ReadmoreSource(s):IDC;StatistaRevenueoftheVRheadsetsmarketworldwidefrom2019to2029(inbillionU.S.dollars)RevenueoftheVRheadsetsindustryworldwide2019-202914121011.6311.4511.2111.1310.489.959.188.06864206.113.422.272019202020212022202320242025202620272028202912Description:Theglobalrevenueinthe'VRHeadsets'segmentoftheconsumerelectronicsmarketwasforecasttocontinuouslyincreasebetween2024and2029byintotal1.7billionU.S.dollars(+17.09percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach11.63billionU.S.dollarsandthereforeanewpeakin2029.Notably,therevenueofthe'VRHeadsets'segmentoftheconsumerelectronicsmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Worldwide;2019to2029Source(s):Statista;StatistaConsumerMarketInsightsAugmentedreality(AR)andvirtualreality(VR)headsetshipmentsworldwidefrom2020to2023(inmillions)AR/VRheadsetshipmentsworldwide2020-2023ARVR1210869.068.336.6744.4320.80.780.780.5802020202120222023*13Description:In2022,thenumberofaugmentedreality(AR)andvirtualreality(VR)devicesshippedworldwidereached9.11millionunits,withforecastssuggestingthatthisissettofallto7.45millionunitsin2023.ReadmoreNote(s):Worldwide;2020to2023;*Estimate.ReadmoreSource(s):TrendForceCHAPTER

02FinancialsGlobalrevenueofApplefrom2004to2024(inbillionU.S.dollars)Applerevenueworldwide2004-2024450394.33391.04383.2940035030025020015010050365.82274.52265.6260.17233.72229.23215.64182.8170.9156.5108.265.242.937.524.619.313.98.202004

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2024Fiscalyears15Description:Apple’stotalrevenueamountedtoaround391billionU.S.dollarsintheir2024financialyear,adecreasefromthehistoricalrecordof394.33billionU.S.dollarsinfinancialyear2022.Apple’sannualrevenuequadrupledinthelasttenyears.ThefiscalyearendofthecompanyisSeptember,30th.ReadmoreNote(s):Worldwide;FY2004to2024Source(s):Apple;U.S.SecuritiesandExchangeCommissionApple'sglobalrevenuefrom1stquarter2005to4thquarter2024(inbillionU.S.dollars)RevenueofApplebyfiscalquarter2005-2024140120100806040200Q1

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'24Fiscalquarter16Description:Forthefourth?quarteroftheir2024fiscalyear,Applereportedarevenueof94.93billionU.S.dollars.?Applerevenue-additionalinformationAppleComputer,Inc.wasrenamedAppleInc.in2007,inordertoreflectthebrand’sextensionintoothersegmentsoftheconsumerelectronicsmarket.Thecompany,foundedin1976,wentontogrowfromatwo-manoperationtoaworldwiderecord-breakingphenomenon.Inits2023financialyear,Applereported383billionU.S.dollarsinrevenues,[...]

ReadmoreNote(s):Worldwide;FY2005to2024Source(s):AppleRevenueofApplebyoperatingsegmentfromthefirstquarterof2012to4thquarter2024(inbillionU.S.dollars)Apple'srevenuebrokendownbyoperatingsegments2012-2024,byquarteriPhone*Mac*iPad*Wearables,homeandaccessories***Services**140120100806040200Fiscalquarter17Description:Applegeneratedover46billionU.S.dollarsinrevenuefromiPhonesalesinthefourthquarterofthe2024financialyear.ReadmoreNote(s):Worldwide;FY2012to2024Source(s):AppleRevenueofApplebygeographicalregionfromthefirstquarterof2012to4thquarter2024(inbillionU.S.dollars)Apple'srevenuebrokendownbygeographicalregion2012-2024,byquarterAmericasEuropeGreaterChinaJapanRestofAsiaPacific14012010080604020018Description:TheAmericasareApple’slargestregionalmarket,bringinginnetsalesof41.66billionU.S.dollarsinthefourthquarterofthecompany’s2024fiscalyear.EuropeandGreaterChinaaretwoothermajormarketsforApple.

ReadmoreNote(s):Worldwide;FY2012to2024Source(s):AppleNetincomeofApple'snetincomefrom2005to2024(inbillionU.S.dollars)Applenetincome2005-20241201008099.896.9994.6893.7459.5357.416055.2653.3948.3545.6941.7339.5137.044025.922014.018.246.123.51.331.9902005

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2024Fiscalyears19Description:Applereportednetincomeof93.74billionU.S.dollarsinits2024fiscalyear,downfromthehighestnetincometodatein2022.Apple’sglobalrevenueamountedto391billionU.S.dollarsinthatsameyear.Foundedin1976inCaliforniabySteveJobs,SteveWozniakandRonaldWayne,Applehasovertheyearsdevelopedintooneofthemostvaluablebrandsworldwide.ThefiscalyearendofthecompanyisSeptember,30th.Apple’sproductsTheproductthatcontributedmosttoApple’s[...]

ReadmoreNote(s):Worldwide;FY2005to2024Source(s):Apple;U.S.SecuritiesandExchangeCommissionNumberofemployeesofApplefrom2005to2024(in1,000s)Applenumberofemployees2005-20241801641641611541601401201008014713713212311611092.680.372.860.46046.634.3403221.617.7914.82002005

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202420Description:ThetotalnumberofAppleemployeesdramaticallyincreasedfrom2005throughto2024.AsofFY2024,thetotalnumberofemployeeshadreachedaround164thousand(onlycountingfull-timeequivalent),upfrom161thousandrecordedinthepreviousyear.ThefiscalyearendofthecompanyisSeptember,30th.ReadmoreNote(s):Worldwide;2005to2024Source(s):Apple;U.S.SecuritiesandExchangeCommissionCHAPTER

03iPhoneApple'siPhonerevenuefrom3rdquarter2007to4thquarter2024(inmillionU.S.dollars)AppleiPhonesalesrevenue2007-202480,00070,00060,00050,00040,00030,00020,00010,0000Q3

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'24Fiscalquarter22Description:Inthefourthquarterofits2024fiscalyear,Applegeneratedaround46billionU.S.dollarsinrevenuefromthesalesofiPhones.ReadmoreNote(s):Worldwide;2007to2024Source(s):AppleiPhonesalesshareofApple'stotalrevenueworldwidefrom4thquarter2009to4thquarter2024iPhonerevenueasshareofApple'stotalrevenue2009-2024,byquarter80%70%60%50%40%30%20%10%0%Q1

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'2423Description:iPhonesalesmadeupapproximately48.7percentofApple’stotalrevenueinthefourthquarterofthecompany’sfiscalyear2024.iPhonesalesusuallycontributetohalformorethanhalfofApple’soverallsalesrevenue.Apple’sotherbusinessessuchastheAppleWatchandtheiTunesStorehavebeenbringingingrowingsharesofrevenues,fromaroundfivepercentin2017toacombinedalmost30percentinthefourthquarterofFY2024.

ReadmoreNote(s):Worldwide;FY2009to2024Source(s):Apple;StatistaAppleworldwideshipmentsofsmartphonesfrom2010to2024,byquarter(inmillionunits)GlobalsmartphoneunitshipmentsofApple2010-2024,byquarter1009078.38073.872.37056.56053.65151.247.546.75040302010045.244.241.341.739.337.436.42617.116.28.7Q1

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'2424Description:Duringthefourthquarterof2024,Appleshippedaround77millioniPhones,representingamorethan20millionunitincreasecomparedtothepreviousquarter,thoughthisfigurewasabout3.3millionunitslowerthanthesamequarterinthepreviousyear.TherehasbeenatendencyofincreasedApplesmartphoneshipmentsinthefourthquarterseveryyearsince2011.

ReadmoreNote(s):Worldwide;2010to2024Source(s):IDCMobileAppleiOSoperatingsystemmarketshareworldwidefromJanuary2018toDecember2024,byversionMobileAppleiOSmarketshareworldwide2018-2024,byversioniOS4.3iOS5.0iOS6iOS7iOS8iOS9iOS10iOS11iOS12iOS13iOS14iOS15iOS16iOS17iOS18Other120%100%80%60%40%20%0%25Description:AsofDecember2024,theAppleiOS18representedthemajorityofAppledevicesglobally,holdingacombined61percentofallApplemobiledevicesglobally.Apple'siOS17trailedinthesecondplacewitharound20percentofApplemobiledevicesworldwide.Overall,thestatisticindicatesthatthesignificantchangesiniOSversionmarketsharesusuallytakeplacearoundthe?AppleEventeachSeptemberwhenthecompanyunveilsitslatestiPhone.ReadmoreNote(s):Worldwide;2018to2024Source(s):StatCounteriPhone15adoptionrateworldwidefromSeptember2023toNovember2024,bymodelGlobaliPhone15adoptionrate2023-2024,bymodeliPhone15iPhone15PlusiPhone15ProiPhone15ProMax8.0%7.0%6.0%5.0%4.0%3.0%2.0%1.0%0.0%7.09%6.97%6.8%6.83%6.47%6.04%5.65%5.47%4.35%5.43%4.66%5.44%4.79%5.18%3.9%5.2%4.91%4.61%4.61%3.38%4.28%3.01%4.17%3.14%4.06%3.74%2.86%3.71%3.44%2.24%3.06%2.37%2.64%2.11%1.69%1.95%0.75%1.71%0.68%1.58%1.6%1.55%1.48%1.38%Jul'241.25%1.29%0.51%1.28%1.16%1.04%0.85%0.35%0.86%0.58%0.3217%0.23%0.12%0.05%Sep'23Oct'23

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Nov'2426/statistics/1447263/iphone-15-adoption-rate-by-model-worldwideAppleintroducedthenewiPhone15lineupinSeptember2023.Sincethen,theiPhone15Proand15ProMaxhaverecordedthehighestadoptionrate.AsofNovember2024,theyamountedtoapproximately5.44and6.83percent,respectively.

ReadmoreNote(s):Worldwide;

September2023toNovember2024Source(s):MixpaneliPhone14adoptionrateworldwidefromSeptember2022toNovember2024,bymodelGlobaliPhone14adoptionrate2023-2024,bymodeliPhone14iPhone14PlusiPhone14ProiPhone14ProMax25%20%15%10%5%0%Sep

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'2427/statistics/1280000/iphone-14-adoption-rate-worldwide-by-modelTheiPhone14lineupwasreleasedinSeptember2022.AsofNovember2024,theiPhone14ProMaxrecordedthehighestadoptionrateamongthemodels,amountingtooversixpercent.TheiPhone14followed,withanadoptionrateof5.96percent.ReadmoreNote(s):Worldwide;September2022toNovember2024Source(s):MixpanelCHAPTER

04MacandiPadApple'sglobalrevenuefromsalesofMaccomputersfrom1stquarter2006to4thquarter2024(inmillionU.S.dollars)Apple'srevenuefromMaccomputersworldwide2006-202414,00012,00010,0008,0006,0004,0002,0000Q1

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'24Fiscalquarters29Description:InthefourthquarterofApple's2024fiscalyear,salesofAppleMaccomputersgeneratedaround7.7billionU.S.dollarsinrevenue,upfrom7.6billionU.S.dollarsofthesamequarterinthepreviousyear.PCswerethefirstelectronicdevicesdevelopedbythecompany,andtodaytheMaclineupincludestheMacBookAir,Pro,iMac,Macmini,andMacPro.ReadmoreNote(s):Worldwide;FY2006to2024Source(s):AppleAppleMacshipmentsworldwidefrom2006to2024,byquarter(inthousands)AppleMacshipmentsworldwide2006-2024,byquarter9,0008,0007,0006,0005,0004,0003,0002,0001,0000Q1

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2430Description:Inthefinalquarterof2024,AppleMacshipmentsstoodat6.28millionunitsworldwide,adecreasefromthe6.35millionMacshipmentsthatwererecordedinthefourthquarterofthepreviousyear.

ReadmoreNote(s):Worldwide;2005to2024Source(s):Apple;GartnermacOSmarketshareworldwidefromJanuary2018toFebruary2024,byversionmacOSversionmarketshareworldwide2018-2024macOSCatalinamacOSMojavemacOSHighSierramacOSSierraOSXElCapitanOSX10.10OSXMavericksOther90%70%50%30%10%-10%31Description:SinceApple'smacOSCatalina(10.15)wasreleasedinOctober2019,itdidnottakelonguntilitbecamethemostusedversionofmacOS.AsofFebruary2024,macOSCatalinacommandedastaggering95percentmarketshareofallApplecomputersworldwide.ReadmoreNote(s):Worldwide;2018to2024Source(s):StatCounterRevenueofApplefromiPadsalesworldwidefrom3rdquarter2010to4thquarter2024(inmillionU.S.dollars)Apple'sglobalrevenuefromiPadsales2010-202414,00012,00010,0008,0006,0004,0002,0000Q3

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'24Fiscalquarters32Description:InthefourthquarterofApple'sfinancialyear2024,iPadsalesgeneratedabout6.95billionU.S.dollarsinrevenue,upfrom6.44billionU.S.dollarsregisteredinthesamequarterof2023.

ReadmoreNote(s):Worldwide;FY2010to2024Source(s):AppleiPadrevenueasashareofApple'stotalglobalrevenuefrom3rdquarter2010to4thquarter2024iPadrevenueasshareofApple'stotalrevenue2010-2024,byquarter30%25%20%15%10%5%0%Q3

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'2433Description:Apple'siPadrevenuefluctuatesbasedonreleaseofanewmodelasapercentageofthecompany’stotalglobalrevenueineachrespectivequarterfromfiscalyear2010to2024.InthefourthquarterofApple's2024fiscalyear,iPadrevenueaccountedforoversevenpercentofthecompany'stotalrevenue.ReadmoreNote(s):Worldwide;FY2010to2024Source(s):Apple;StatistaApple'sglobaltabletunitshipmentsfrom1stquarter2012to3rdquarter2024(inmillionunits)AppleiPadglobalunitsalesbyquarter2012-2024302522.919.519201510516.114.914.714.113.312.612.612.612.311.410.89.39.17.734Description:Apple’sshipmentsofiPadsfluctuatedovertheyears,peakinginthefourthquarterof2013at26milliondevices.Duringthethirdquarterof2024,Appleshippedover12.5milliontabletsworldwide,upfromthepreviousquarter.

ReadmoreNote(s):Worldwide;2012to2024Source(s):IDCTabletAppleiOSoperatingsystemmarketsharebyversionworldwidefromJanuary2018toDecember2024TabletAppleiOSversionmarketshareworldwide2018-2024iOS10iOS11iOS12iOS13iOS14iOS15iOS16iOS17iOS18Other120%100%80%60%40%20%0%Jan

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'2435Description:AsofDecember2024,thelatestversionofApple'siOS,version18,wasinstalledon42.2percentofiPadsworldwide,whilealmost21percentwererunningtheolderiOS17.

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05AppleVisionProAppleVisionProshipmentforecastworldwidefrom2024to2028(inthousands)AppleVisionProshipmentforecastworldwide2024-202814,00012,00010,0008,0006,0004,0002,00012,6139,3433,5941,4753502024(Year1-Launch)02025(Year2)2026(Year3)2027(Year4)2028(Year5)37Description:AppleVisionProwasdebutedtotheworldinJune2023aspartofthecompany'sannualdeveloperconference.Withanexpectedreleasesometimein2024,analystshavesuggestedthatthecompanycouldship350,000VisionProdevicesinthefirstyearofthelaunch,risingto1.48milliondevicesinyeartwo.ReadmoreNote(s):Worldwide;2023Source(s):Apple;CanalysAppleVisionPropricecomparisonintheUnitedStatesin2024,bystoragesize(inU.S.dollars)AppleVisionPropricecomparisonintheUnitedStates2024,bystoragesize4,5003,8994,0003,6993,4993,5003,0002,5002,0001,5001,0005000AppleVisionPro(256GB)AppleVisionPro(512GB)AppleVisionPro(1TB)38Description:AppleVisionProarrivedinFebruary2024,retailingwithastartpriceof3,499U.S.dollarsintheUnitedStates.AsisthecasewithotherAppleproducts,AppleVisionProisavailablewitharangeofstorageoptionstosuitauser'sneeds.

ReadmoreNote(s):UnitedStates;2024Source(s):AppleAppleVisionProaccessoriespricelistintheUnitedStatesin2024(inU.S.dollars)AppleVisionProaccessoriespricelistintheUnitedStates20242501991991992001501005099999949.95290AppleVisionPro

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HolderforAppleVisionPro39Description:AppleVisionProarrivedinFebruary2024,aheadsetthathasbeentermedasaspatialcomputingdevicebythecompany.AsisthecasewithotherAppleproducts,arangeofaccessoriesareavailabletobuyerstocomplementthe3,499U.S.dollarheadset.Accessoriesavailableincludetravelcases,batteries,andheadbands.ReadmoreNote(s):UnitedStates;2024Source(s):AppleCHAPTER

06ServicesApple'srevenuefromiTunes,softwareandservicesfrom1stquarter2013to4thquarter2024(inbillionU.S.dollars)RevenueofApplefromservicessegment2013-2024302520151050Fiscalquarter41Description:Inthefourthquarterof2024,Applegeneratedatotalof24.97billionU.S.dollarsinservicesrevenue.TheseservicesincludeiTunes,thecompany’sonlineentertainmentlibrary,aswellassoftware,digitalcontent,AppleCare,ApplePay,andlicensing.Overall,Apple’sservicessegmenthasshownstr

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