Apple Unaudited Summary Data
                                         October 18, 2010



                                ...
Revenue - iPod, iPhone, iPad
      410...(
                     !"#"$%"&'$&()&&&&                                %:*;(*<;(...
iPhone Revenue - Up 92% compared to previous year

              !"#$%&'(')&*+,&-'".$-/0,1'+%-'2&.3!0&1''
                ...
iPhone Units - Up 91% compared to previous year

             !"#$%&'()%!*+(,$-.(
                                        ...
iPod Revenue - Down 6% compared to previous year

                                    )"(($&
                             ...
iPad Units/Revenue - since Q3-2010 launch
                    !"#$%&'(!)*&+,-$&.!(&///0*1&
                    +,2345%&677...
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Apple earnings q4-2010

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Graph of iPod, iPhone, iPad revenue and units sold - based on Apple's quarterly earnings reports.

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Apple earnings q4-2010

  1. 1. Apple Unaudited Summary Data October 18, 2010 Ben Lorica O’Reilly Research twitter.com/dliman radar.oreilly.com/research radar.oreilly.com/ben Monday, October 18, 2010
  2. 2. Revenue - iPod, iPhone, iPad 410...( !"#"$%"&'$&()&&&& %:*;(*<;(#$&*=$;(:+>;?,=)(*<;(@$+A%,$)( *+%,-".&/001"&2$-3& 4/0...( %:-><$(BC+>;?,=)(D()$+A%,$)E( 4$5%6'7"6&6575&8%995,:& %:>;( !"#$%&&'(#$)$*+,-( 4.0...( 30...( 20...( 10...( /0...( .( 567.8( 517.8( 547.3( 5/7.3( 567.3( 517.3( 547.9( 5/7.9( 567.9( 517.9( 5474.( 5/74.( 5674.( 5174.( Monday, October 18, 2010 Notes: 1. iPhone surpassed iPod beginning Q3-2009 2. iPad launched Q3-2010, and from the onset surpassed the iPod
  3. 3. iPhone Revenue - Up 92% compared to previous year !"#$%&'(')&*+,&-'".$-/0,1'+%-'2&.3!0&1'' $,$%%" 4.&3&%/&'!%'567''''' 2$/.0&8'9::*&';%0<=''' >%+/-!,&-'?+,+'2/@@+.A' /0123445"1262789:" !,!($" !,&&!" !,''&" &,+*+" %)&*" #!%#" #,+$)" $*+" %&#" '($" &#)" !" ##$" -'.*(" -&.*(" -#.*$" -%.*$" -'.*$" -&.*$" -#.*)" -%.*)" -'.*)" -&.*)" -#.#*" -%.#*" -'.#*" -&.#*" Monday, October 18, 2010 Q4/2010 rate-of-change 1. year-over-year (Q4/2009 to Q4/2010): +92% 2. sequential (Q3/2010 to Q4/2010): +65% iPhone 4.0 launched Q4/2010
  4. 4. iPhone Units - Up 91% compared to previous year !"#$%&'()%!*+(,$-.( %,&%$"! /!%(0001+2( ,$345&'(677-&(8%59:(( )%;3.!*&.(<;*;(,3==;4>( /0123445!1262789:! +&#(#! +&#)"! +&('+! #&(*#! !*&+'"!! )&"$+! !,&(*(!! !(&#'(!! !"&(%)!! !%&#$(!! !%&%%'!! !#%#!! !"#$!! -(.$#! -,.$#! -%.$+! -".$+! -(.$+! -,.$+! -%.$'! -".$'! -(.$'! -,.$'! -%.%$! -".%$! -(.%$! -,.%$! Monday, October 18, 2010 Q4/2010 rate-of-change 1. year-over-year (Q4/2009 to Q4/2010): +91% 2. sequential (Q3/2010 to Q4/2010): +65%
  5. 5. iPod Revenue - Down 6% compared to previous year )"(($& !"#$%%&'()(*+(%!*%,-.%%%%% /#+'0(1%2334(%5*067%%8*9+$!:($%;9:9%/+<<9'=% /0123445&1262789:& )")$!& )")(!& !"*!*& !"*'!& !"'$*& !"''%& !"''#& !"#$%& !"'!(& !"+(,& !"#')& !"#+#& !"+$$& -).%$& -+.%$& -!.%*& -,.%*& -).%*& -+.%*& -!.%(& -,.%(& -).%(& -+.%(& -!.!%& -,.!%& -).!%& -+.!%& Monday, October 18, 2010 Q4/2010 rate-of-change 1. year-over-year (Q4/2009 to Q4/2010): -6% 2. sequential (Q3/2010 to Q4/2010): -4% Noticeable seasonal spike corresponds to (Christmas) holiday sales.
  6. 6. iPad Units/Revenue - since Q3-2010 launch !"#$%&'(!)*&+,-$&.!(&///0*1& +,2345%&677-5&8(49:&'(#2$!)5$&;#)#&+2<<#3=& ,-./0112&./3/4567& *'+(%& '"())& up 28% *!+(%& !"#$%& !"#$%&'()(*+(&!*&,-&& ./+01(%&2334(&5*167&8*#+$!9($&:#9#&& -.//012%34567882%569601:;% (,*#+% up 29% !"&'!% ()*#+% !"#$$% Monday, October 18, 2010 iPad and Related Products and Services

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