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.
Revenue - iPod, iPhone, iPad
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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.
iPhone Revenue - Up 92% compared to previous year
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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.
iPhone Units - Up 91% compared to previous year
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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.
iPod Revenue - Down 6% compared to previous year
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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.
iPad Units/Revenue - since Q3-2010 launch
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Monday, October 18, 2010
iPad and Related Products and Services