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Apple, Inc. is amongst the most influential and wealthy tech companies in the world. From smartphones to software to computers — Apple is an innovative powerhouse that will continue to dominate tech and media for years to come.
Here are 12 Apple statistics relevant to marketers today:
Apple released the iPhone 1 during Q3 2007 and has since released more than 11 editions of its ubiquitous smartphone. Between the iPhone’s debut and Q2 2018, Apple has sold an astounding 1,379,960,000 iPhone units worldwide. These numbers come from Apple’s quarterly reports which share top-level data including revenue by region and units sold. During this same time period, Apple revealed that iOS had reached 1.3 billion in active installs across all Apple devices.
Despite the iPhone X underperforming after the initial launch, Q4 2017 was Apple’s best quarter to date for smartphones with an incredible 77.3 million iPhones sold. Apple is credited with growing the mobile phone market substantially due to product innovation and demand.
Apple’s stock value has grown tremendously since the company went public in 1980 (NASDAQ AAPL). The stock truly took off in 2001:
That’s an increase in stock value of 15,966% within an 18-year period, making Apple the first publicly traded American company to be worth over $1 trillion. This colossal surge in stock value starting in 2001 was due to a few notable factors. In 1998, when Apple’s stock price was at a record low, Apple looked to revamp its product line under the leadership of Steve Jobs and design vision of Jonathan Ive. They released the colorful, iconic iMac which turned out to be a hit. In 2001, Apple opened its first retail stores and debuted the iPod, a game-changer and a massive hit. Besides successful new product launches, Apple’s strategic acquisitions and investment in future-proofing its technology help to drive this extraordinary growth in stock value.
During Q4 2017, Apple sold 17.2% of all smartphone units, just behind Samsung which held a smartphone market share of 18.2%. Despite not leading in terms of units sold, Apple earned 87% of profits on all smartphone sales. In contrast, Samsung earned 10% of all smartphone profits. Looking at 2017 as a whole, Apple sold 14% and Samsung sold 20.9% of all smartphones.
This gap in profitability can be attributed to the high price point of the latest Apple smartphones: the iPhone 8 series and iPhone X. The latest line of Samsung Galaxy S9 smartphones is significantly more affordable than the iPhone X, which means that going forward Apple will continue to face stiff competition in the smartphone market.
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Apple Inc., one of the wealthiest companies in the world, set a record by reaching $285.1 billion in cash reserves at the end of 2017. Apple has amassed $268.9 billion in cash at the end of Q3 2017, meaning they earned more than $10 billion in the last quarter of 2017. Much of Apple’s war chest resides internationally, saved in overseas bank accounts for U.S. tax purposes.
What will Apple spend its money on? Investors have long speculated that Apple will use their cash reserves on strategic acquisitions of other brands.
In addition, Apple itself has revealed a plan to pour $350 billion into the U.S. economy between now and 2022. This contribution will be in the form of job creation, payment to suppliers, investment in advanced manufacturing, developing operations in emerging markets, fueling app store growth, and expanding content services.
As of May 2018, 81% of iOS devices actively in use have a version of iOS 11. Further, 14% of devices run on iOS 10 and 5% run a version of iOS earlier than 10. In contrast, less than 6% of smartphones and tablets on Google’s mobile operating system Android use Oreo, the latest version.
Are Apple users all tech early adopters? Or is Apple is exceptionally persistent at getting users to download new software? A more simple explanation is that people constantly buy the newest iPhone which comes installed with the most up-to-date operating system. iPhones notoriously dip in performance whenever a new version of iOS is released. This fact, combined with the fragile nature of glass touchscreens and the increase of leasing options for phones, makes the case that Apple users frequently swap out and upgrade their phones.
Whenever a new iOS release comes out, Apple prompts users to download major software updates. This includes the handy option to defer the update to the wee hours of the night, as long as the device is connected to WiFi and a power source.
Additionally, Apple maintains notoriously tight control over its hardware and operating systems—iOS only runs on devices distributed by Apple. In contrast, Google’s Android operating system, is available on a wide range of devices and carriers. Google has less control over their end-users, which might be why there’s less of a push for every user to upgrade their software instantly.
Apple’s App Store, the official marketplace for mobile apps, continues to flourish. Apple reported paying app developers $26.5 billion dollars in all of 2017, which is a 30% increase over 2016. A few other Apple statistics about the App Store:
It’s clear that the popularity and utility of mobile apps will continue to drive the growth of the app economy in years to come.
Apple sold an estimated 8 million smartwatches in the last quarter of 2017 alone. Comparing that number to publicly released data from the Swiss watch industry, estimates suggest that Apple sold more watches than the entire Swiss watch industry combined. Tim Cook, Apple’s CEO, announced earlier this year that it was the company’s “best quarter ever for the Apple Watch with over 50% growth in revenue and units for the fourth quarter in a row.”
The Apple Watch has only been on the market for three years, while old-school watches like Rolex, Omega SA, and Swatch have been around since (what feels like) the beginning of time. Apple’s CEO Tim Cook said “wearables were the second largest contributor to revenue growth after iPhone.” It is clear that Apple’s foray into wearable tech has been a success. Given the success of the Apple Watch, it’s likely that Apple will continue expanding its wearables product category, which includes products like AirPods and Beats headphones.
Apple device owners take more than a trillion photos each year using iOS. This means that users are snapping billions of photos per month on their iPhones and iPads — and that’s not even taking into account the hours of video being filmed. Apple’s cameras are embedded into the front and back of every mobile phone and tablet since 2010.
Apple improves its iSight camera with each new generation of mobile devices. Given the quality of the native camera, it’s unsurprising that users snap so many photos each and every day. Apple has announced that it’s revamping Photos in iOS 12, improving the AI for photo search and improving sharing recommendations.
Apple’s smart assistant Siri now completes 10 billion+ requests each month. According to Apple, Siri is actively used on more than half a billion devices, which includes iPhones, iPads, and HomePods. Voice commands are the basis of HomePod, Apple’s speaker product which plays music and controls smart homes. Apple continuously strives to improve Siri by improving the virtual assistant’s ability to learn users’ preferences and becoming increasingly customized and accurate with use. As Siri’s usefulness and language capabilities evolve, voice commands will continue to skyrocket in frequency.
As of March 2018, Apple Podcasts hit a new benchmark: 50 billion podcast episode downloads and streams. For context, in 2017 Apple customers streamed and downloaded 13.7 billion podcasts, meaning podcast listening essentially tripled in one year.
Apple’s native podcast app launched in 2005 – Podcasts now hosts 525,000 active shows in 100+ languages. This recent explosion in podcast popularity can be partially attributed to the smash hit Serial 2014, which drew many new-to-podcast listeners into the world of audio storytelling. Podcasts have since acclimated to the mainstream, with everything from syndicated NPR shows to television recaps to Oprah in the mix on the Podcasts charts.
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Apple ARKit, an augmented reality (AR) kit that launched this year, is used on 2,000 apps. ARKit 2 will be a part of the iOS 12 update. Version 2 of the app will allow users to
iOS 12 will include a new feature called “Screen Time,” which will log exactly how much time you’ve spent looking at your phone. You’ll be able to see a more detailed breakdown of screen time on broad categories of apps (e.g. Games, Social Networking) and individual apps (e.g. Instagram, Fornite). Are you ready to know with certainty how much time you spend on social media?
Apple says that this tool is meant to “help customers understand and take control of the time they spend interacting with their iOS devices.” iPhone users will be able to analyze their screen time with Activity Reports and limit screen time with the App Limits tool. With this update comes more sophisticated Do Not Disturb and Notification Center settings.
Google announced a similar product called “Digital Wellbeing.” Both Apple and Google have expressed that the purpose of screen monitoring tools is to help users better understand their tech usage and develop a healthy relationship with technology, which includes disconnecting at times.