For decades, Apple has been one of the world’s leading tech companies. In this overview of the latest Apple statistics, we will first discuss some general facts about the company. We will also take an in-depth look at the company’s revenue and the market share of its various products and services. Finally, we’ll examine the key demographic characteristics of its consumers.
Top 10 Apple Statistics and Facts for 2023
Apple finished 2022 with 164,000 full-time employees worldwide.
Apple’s revenue in the fiscal year 2022 totaled $394.3 billion globally.
Apple’s sales dropped by 5.49% year-over-year in Q4 of 2022.
Apple’s subscription services generated $78.13 billion in 2022.
Apple Music holds 13.7% of the global music streaming market.
As of Q4 of 2022, Apple held 23% of the global smartphone market.
Apple held 49.2% of the world’s tablet market in Q4 of 2022.
In 2022, Apple held 9.8% of the global personal computer market.
As of Q4 of 2022, Apple held 43% of the world’s smartwatch market.
In Q3 of 2022, Apple’s AirPods held 30.9% of the global TWS market.
Apple Company Statistics
Apple finished 2022 with 164,000 full-time employees worldwide.
The number represents a 6.49% increase from the 154,000 recorded in 2021. Since 2009, when its employee count stood at 36,800, the company has added thousands of new employees each year. With the worldwide expansion of the brand and the launch of numerous new products and services, Apple’s global workforce has increased by a whopping 345.6% over the last 13 years.
(Macrotrends)
As of Q4 of 2022, Apple had 935 million paid subscribers globally.
This segment of Apple’s customer base includes all those who subscribe to one or more of its paid services, including Apple Music, Apple TV+, iCloud, Apple Pay, Apple One, and others. In addition, the company’s latest report reveals that the global install base for its devices has reached 2 billion, meaning there are 2 billion Apple devices currently in use around the world.
(TechCrunch)
In 2022, Apple invested $26.25 billion in research and development.
Apple facts point to the tech giant as one of the industry’s biggest innovators. Eager to maintain its market position by improving its existing products and developing new ones, Apple invested $97.37 billion in research and development between 2018 and 2022. Over that same period, its annual spending on innovation saw an 84.3% increase from the $14.24 billion spent in 2018.
(Statista)
As of early January 2023, Apple’s market cap stood at $1.99 trillion.
While this would be massive for any other company, it isn’t for Apple. According to Apple Inc. facts, the company’s market cap peaked at $3 trillion just a year earlier, making it the first tech company to reach that mark. But with its shares now valued at a 52-week low of $130.2 apiece, Apple joined Amazon as the second-ever company to lose $1 trillion in market capitalization.
(CNBC, CNN Business)
Apple is currently the world’s second-most valuable company.
The Apple valuation conducted in 2023 by Brandirectory put its value at $297.51 billion — a 16.2% drop from $355.08 billion in 2022. Apple now ranks behind Amazon (#1; $299.28 billion) but is still ahead of Alphabet Inc.’s Google (#3; $281.38 billion). Only two other companies were valued in the triple digits: Microsoft (#4) at $191.57 billion and Walmart (#5) at $113.78 billion.
(Brandirectory)
Apple Revenue Breakdown
Apple’s revenue in the fiscal year 2022 totaled $394.3 billion globally.
The company’s revenue for the year ending September 30, 2022, saw a 7.8% increase from $365.8 billion in the fiscal year 2021. The iPhone was Apple’s biggest earner at $205.4 billion in 2022 — the first time it had crossed the $200-billion mark. Meanwhile, wearables added $41.2 billion to the total, Mac sales generated $40.2 billion, and iPad sales raked in $29.29 billion.
(Apple)
The Americas accounted for 43% of Apple’s annual revenue in 2022.
At $169.66 billion, the Americas accounted for more than two-fifths of the company’s annual revenue. Europe ranked second at $95.12 billion, translating to 24.1% of the total. As one of the few Western tech companies with a strong presence in the Greater China market, Apple earned $74.2 billion (18.8%) of its 2022 revenue there. Finally, Japan accounted for 6.6% of the total at $25.98 billion, while the rest of Asia-Pacific brought in the remaining $29.37 billion (7.5%).
(Apple)
Apple’s sales numbers dropped by 5.49% year-over-year in Q4 of 2022.
The resulting yearly revenue decrease was the company’s first since 2019, while the quarterly drop was its biggest since 2016. At $117.15 billion, the revenue was also below Apple’s target of $121.1 billion. Possible reasons for the drop include a stronger dollar and the iPhone production chain issues in China. The largest share (42.06%) of the global revenue for the quarter ending December 31, 2022 — shown as Q1 of 2023 in Apple’s reports — came from the Americas.
(CNBC, Statista)
The iPhone was Apple’s highest-earning product in Q4 of 2022.
Looking at Apple’s revenue by product, the iPhone is far and away the company’s top earner at $65.78 billion in 2022’s final quarter. While the number was down by 8.17% year-over-year, Mac ($7.74 billion) saw an even more dramatic 28.66% decrease compared to 2021’s fourth quarter. At $9.4 billion, the iPad posted the biggest revenue increase — up by 29.66% year-over-year.
(CNBC)
Apple Inc.’s revenue per employee in 2021 stood at $2.37 million.
One of the ways to assess a company’s effectiveness is to divide its overall revenue by the number of its full-time employees. In this respect, Apple ranks second behind Netflix Inc. at $2.63 million per employee. Companies with high revenue per employee also include Alphabet Inc. ($1.65 million), Meta Inc. ($1.64 million), eBay Inc. ($964,815), and Microsoft Inc. ($928,729).
(Statista)
Apple Services Revenue and Market Share
Apple’s subscription services generated $78.13 billion in 2022.
Having posted a 14.2% increase from $68.42 billion in the fiscal year 2021, services accounted for 19.8% of Apple’s $394.3 billion revenue in the year ending September 30, 2022. More recently, in Q4 of 2022 (the first quarter of the fiscal year 2023 in Apple’s own records), services made $20.77 billion, surpassing the company’s projections and posting a 6.44% year-over-year increase.
(Apple, CNBC)
Apple Music holds 13.7% of the global music streaming market.
With 84.7 million paid subscribers as of 2022’s first half, the market share of Apple Music is enough to rank it as the world’s second-most popular platform behind Spotify (187.8 million users; 30.5% market share). Apple is currently better positioned than its key competitors, such as China’s Tencent Music (13.4% share), Amazon Music (13.3%), and YouTube Music (8.9%).
(Music Business Worldwide)
As of Q4 of 2022, Apple TV+ held 6% of the US video streaming market.
Considering its relatively small catalog and lack of licensed content, Apple TV+’s popularity is rather impressive. According to JustWatch, it is currently tied for sixth place with Paramount+, a bigger service with much more content. Meanwhile, the top five includes Amazon’s Prime Video (#1; 21%), Netflix (#2; 20%), Disney+ (#3; 15%), HBO Max (#4; 14%), and Hulu (#5; 11%).
(Entrepreneur)
Apple Fitness+ could generate up to $3.6 billion a year by 2025.
The company’s reports don’t include an Apple services revenue breakdown, but a JP Morgan analyst estimated in an internal letter that Apple Fitness+ brought in $300 million in 2021. He was very optimistic about the app’s future prospects — by 2025, he projected the app’s yearly revenue could go up to $3.6 billion. However, he believes Apple Fitness+ won’t be that popular as a standalone app; instead, he sees it thriving as part of the company’s Apple One bundle.
(AppleInsider)
The Apple News+ global subscriber base could reach 19 million in 2023.
According to analysts, the Apple News+ yearly revenue in 2020 totaled $550 million from 11 million subscribers worldwide. The company’s premium news service has grown steadily over the last few years. For example, in 2021’s second half, America’s 25 largest magazines saw a 150% year-over-year increase in circulation via the service. Experts project Apple News+ could reach 19 million global users and generate $2.2 billion in annual revenue by the end of 2023.
(Statista, Press Gazette)
Apple Products Sales Statistics
As of Q4 of 2022, Apple held 23% of the global smartphone market.
With 70 million units shipped worldwide during 2022’s fourth quarter, Apple reclaimed its top position among the world’s leading smartphone manufacturers. Although the number of shipped units was down from 81.5 million in 2021’s final quarter, the company’s market share was up by one percentage point year-over-year. With 58.3 million units shipped and a 19% market share in Q4 of 2022, second-placed Samsung remains Apple’s top competitor in the smartphone market.
(Counterpoint Research)
Apple held 49.2% of the world’s tablet market in Q4 of 2022.
The market share of Apple’s iPad was nearly three times that of Samsung, which placed second at 16.8%. Other key players in the global tablet market during the year’s fourth quarter included Amazon (5.4% market share), Lenovo (5.1%), and China’s Huawei (5.1%). Meanwhile, all other manufacturers combined — including Microsoft, Asus, and Acer — held the remaining 18.4%.
(Statista)
In 2022, Apple held 9.8% of the global personal computer market.
Apple’s share of the computer market corresponds with the huge 28.66% drop in Mac revenue during the fiscal year 2022. Meanwhile, Lenovo was the undisputed leader of the personal computer (PC) market with a 24.1% share, followed by HP at 19.4% and Dell at 17.5%. Asus had 7.2%, Acer was at 6.5%, and all other vendors combined held 15.5% of the global PC market in 2022.
(Statista)
As of Q4 of 2022, Apple held 43% of the world’s smartwatch market.
For the last several years, the Apple Watch has been far and away the most popular product in the global smartwatch market. Apple’s market share of 43% worldwide is even more impressive, seeing as all its competitors’ shares were in the single digits. Namely, Samsung held 8% of the market in 2022’s fourth quarter, Huawei was at 7%, Noise was at 5%, and Imoo only had 3%.
(Counterpoint Research)
In Q3 of 2022, Apple’s AirPods held 30.9% of the global TWS market.
With 23.8 million units shipped in the year’s third quarter, Apple’s AirPods Pro 2 helped the company maintain its lead in the True Wireless Stereo (TWS) market. Apple saw 34% growth in this segment over 2021’s third quarter. Like smartwatches, all of Apple’s competitors in the TWS segment had market shares in the single digits. They include Samsung (9.6% market share; -15% year-over-year), boAt (5.4%; +50%), Xiaomi (4.4%; -31%), and Skullcandy (3.3%; -4%).
(9to5Mac)
Apple User Demographics
66% of Apple device owners worldwide are female.
A global survey of Samsung and Apple users conducted in 2020 found that women make up two-thirds (66%) of Apple’s smartphone user base. Meanwhile, the gender breakdown is almost reversed for Apple’s top competitor — 62% of Samsung’s users are male, and 38% are female.
(Flurry Analytics)
Millennials make up 48% of Apple’s global user base.
According to Apple's customer demographics, 48% of its smart device users are millennials, 39% are Gen-Xers, 7% are baby boomers, and 5% are Gen-Zers. For comparison, Samsung’s user base is significantly older, with 65% of Gen-Xers, 25% of millennials, 7% of baby boomers, and just 3% of Gen-Zers. Interestingly, researchers found that millennial women are four times more likely to use Apple than Samsung, while Gen-Z women are twice as likely to be Apple users.
(Flurry Analytics)
Apple has the highest loyalty rate of all smartphone brands.
Apple brand loyalty statistics from a 2021 survey revealed that the company’s user base is more loyal than that of any other smartphone brand. Asked if they bought a new phone from the same manufacturer as their old phone within the previous year, an impressive 91% of iPhone users answered yes. That’s much higher than Samsung at 68%, Motorola at 41%, and LG at 33%.
(AppleInsider)
Apple Stats: The Takeaway
Although the company’s global revenue saw a 7.8% year-over-year increase, 2022 wasn’t an easy year for Apple. Due to factors like production chain issues and the looming financial crisis, its revenue in the year’s final quarter was below projections in almost all segments. The iPhone revenue was down by 8.17% year-over-year, while Mac computers saw a 28.66% sales decline.
Still, Apple stats suggest that the tech giant’s future will be far from bleak. For one, the company is still the global leader in many market segments, including smartwatches, TWS earbuds, and tablets. Also, its subscription services — e.g., Apple Music, Apple TV+, and Apple News+ — are gradually increasing their user base and helping drive the company’s revenue up. What’s more, experts predict further growth of these services, especially as part of the Apple One bundle.
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