Apple Inc.
Apple Inc. is classed by the SEC under Electronic Computers (industry code 3571), based in Cupertino, CA. In its latest annual figures on file, for the fiscal year ended 2025-09-27, it reported revenue of $416 billion and a profit of $112 billion (its filed statements).
vs its business-model standard
Three tenses, nine metrics. Unseen metrics stay unseen; the grade never fakes a number. Proxy era: provisional values, marked. Weighed as a product business: prior from its industry code (SEC 3571, Electronic Computers); the filing read can change it. All three tenses have at least two readings, so the archetype blend applies as printed.
The grade, in three tenses
Headline 6.8 out of ten, 9 of 9 metrics filed: past 8.0 out of ten, present 7.0 out of ten, future 5.5 out of ten. The past asks what it actually did, the present what it is doing right now, the future what it is set up to do next.
The nine metrics
- Surviving crises (past): 7.5 out of ten. No warning events in its filings since 2017. 75th percentile among 8 sector filers. A production reading, recomputed from the filings on every data build (read from EDGAR 2026-10-12).
- Track record (past): 8.2 out of ten. +7.7% a year over 9 filed years; profitable in 9 of 9. 82nd percentile among 7 sector filers. A production reading, recomputed from the filings on every data build (read from EDGAR 2026-10-12).
- Shareholder treatment (past): 8.3 out of ten. Share count shrank 2.8% a year. 91% of cash flow returned. Insiders: 38 sales, 0 purchases. 83rd percentile among 4 sector filers. A production reading, recomputed from the filings on every data build (read from EDGAR 2026-10-12).
- Financial health (present): 7.4 out of ten. ROE 152%: 152¢ of profit per shareholder dollar. Leverage 79%: owes 79¢ per asset dollar. 74th percentile among 7 sector filers. A production reading, recomputed from the filings on every data build (read from EDGAR 2026-10-12).
- Industry position (present): 8.3 out of ten. top 17% of 7 in its family; net margin 26.9%. 83rd percentile among 7 sector filers. A production reading, recomputed from the filings on every data build (read from EDGAR 2026-10-12).
- Leadership (present): 4.4 out of ten. bottom 44% of 6 in its family for leadership; chief executive since 2026. 44th percentile among 6 sector filers. A production reading, recomputed from the filings on every data build (read from EDGAR 2026-10-09).
- Room to expand (future): 5.7 out of ten. top 43% of 7 in its family for room to expand. 57th percentile among 7 sector filers. A production reading, recomputed from the filings on every data build (read from EDGAR 2026-10-12).
- Growth drivers (future): 6.1 out of ten. top 39% of 7 in its family for growth drivers. 61st percentile among 7 sector filers. A production reading, recomputed from the filings on every data build (read from EDGAR 2026-10-12).
- Expectations vs reality (future): 4.0 out of ten. bottom 40% of 7 in its family for expectations against reality. 40th percentile among 7 sector filers. A production reading, recomputed from the filings on every data build (read from EDGAR 2026-10-12).
The filing record
Newest annual report: Form 10-K filed 2025-10-31 for the period ended 2025-09-27 (on EDGAR). Newest quarterly report: Form 10-Q filed 2026-07-31 for the period ended 2026-06-27 (on EDGAR). Newest results release: Form 8-K filed 2026-07-30 (on EDGAR). Newest filing: Form 4, 2026-10-08. Filings on record since 1994. Read from EDGAR 2026-10-12.
Where the revenue comes from
Product and service lines in fiscal 2025: iPhone 50%, Service 26%, Wearables Home and Accessories 9%, Mac 8%, iPad 7%. By geography: Other countries 48%, United States 37%, China 16%. As tagged in its annual report (Form 10-K, filed 2025-10-31).
Who runs it
Ternus, John (CEO); Cook, Timothy D (Executive Chair); O'Brien, Deirdre (Senior Vice President); Parekh, Kevan (Senior Vice President, CFO); Khan, Sabih (COO); Newstead, Jennifer (SVP, GC and Government Affairs); Borders, Ben (Principal Accounting Officer); Adams, Katherine L. (SVP, GC and Secretary); Kondo, Chris (Principal Accounting Officer); Levinson, Arthur D (director); and 6 more. 16 officers and directors have filed their own trades in the last fifteen months, names and titles as filed with the SEC, through 2026-10-08.
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