Apple
Not an ad company, but its privacy rules on iPhone reshaped mobile advertising, and it sells App Store ads.
Cupertino, California, USA · founded 1976 · ads.apple.com
AAPL NASDAQ
What Apple does
Apple mostly makes money from hardware and services, but it matters enormously to advertising. Its App Tracking Transparency prompt (App Tracking Transparency), launched in 2021, requires apps to ask permission before tracking people across other apps, which sharply reduced access to the iPhone's advertising ID (IDFA). Safari also blocks third-party cookies by default.
Apple runs its own ad business too: ads in App Store search results (Apple Ads, formerly Apple Search Ads), plus ads in Apple News and Stocks. App measurement on iOS runs through its privacy-preserving SKAdNetwork / AdAttributionKit framework.
How it makes money
Primarily device sales and services; advertising is a smaller services line, mainly advertisers paying per tap for App Store search placements.
Where it meets invalid traffic
Its privacy changes reduced some tracking-based fraud vectors but also limited the device-level signals that fraud detectors relied on in mobile apps.
Products
- Apple Ads (App Store)
- App Tracking Transparency
- SKAdNetwork / AdAttributionKit
- Apple News ads
Quarterly revenue
From SEC XBRL filings · latest quarter +14.7% year on yearQuarterly net income
| Fiscal year | 2021 | 2022 | 2023 | 2024 | 2025 |
|---|---|---|---|---|---|
| Revenue | $365.8B | $394.3B | $383.3B | $391B | $416.2B |
| Net income | $94.7B | $99.8B | $97B | $93.7B | $112B |
| Diluted EPS | $5.61 | $6.11 | $6.13 | $6.08 | $7.46 |
Earnings, explained
Apple's Q3 revenue jumps 16% to record $109.4B, EPS up 29%
Apple reported record third quarter revenue of $109.4 billion, up 16% year over year. Diluted earnings per share reached $2.02, a 29% increase from the prior year, with both revenue and EPS setting new June quarter records. Net income for the quarter was $29.8 billion. The company declared a cash dividend of $0.27 per share, payable on August 13, 2026.
Apple's strong double-digit growth across iPhone, Mac, and Services, as well as in all geographic segments, signals robust demand and effective execution. This performance highlights Apple's continued dominance in consumer technology and its ability to grow even in a competitive market.
Latest Apple news
Search allApple Blocks Trade Desk Ads on Safari; AppLovin and Unity in Data Dispute
Apple has blocked ads from The Trade Desk on its Safari browser, potentially impacting programmatic ad delivery. Meanwhile, AppLovin and Unity are engaged in a legal dispute centered on data collection practices. IAB Europe has also…
Safari 27 Blocks The Trade Desk and Identity Providers via WebKit Update
Apple's Safari 27 browser now blocks domains linked to The Trade Desk, UID2, ID5, LiveRamp, and Permutive, following a WebKit update merged earlier this year. This move restricts demand-side platforms from accessing users on iOS 27 Safari…
Apple's iOS 27 Blocks The Trade Desk's Ad Delivery on Safari
Apple's latest iOS 27 update prevents The Trade Desk from serving ads on the Safari browser by blocking its ad delivery domains. This move comes amid other industry changes, including Amazon renaming its DSP and a legal dispute between…
Apple’s iOS 27 Update Blocks The Trade Desk From Serving Ads on Safari
The Trade Desk is currently unable to deliver ads to Safari users on Apple devices running the new iOS 27 update. Apple is aware of the issue and is investigating, but no fix has been announced yet.
Majority of Ad Executives Expect Agentic Buying to Scale Within a Year
A recent survey found that 58% of advertising executives believe agentic buying—where AI or automated systems make media buying decisions—will scale in the next year. The report also notes ongoing legal challenges for Apple and Amazon in…
Pixalate Launches OpenEPG DB™ 1.0 & Pre-Bid API for CTV Programmatic Advertising
Pre‑Bid API Enriches Open Programmatic CTV Bid Requests With a Standard Content Object in Real Time Across 6,192 U.S. Apps on Roku, Samsung Tizen, Amazon Fire TV, LG webOS, Vizio SmartCast, Apple tvOS, Android TV, Android and iOS…
SEC filings
EDGAR| Filed | Form | What it is |
|---|---|---|
| 2026-09-01 | 8-K/A | Executive or director change |
| 2026-07-31 | 10-Q | Quarterly report |
| 2026-07-30 | 8-K | Results of operations (earnings) · Financial statements and exhibits |
| 2026-05-01 | 10-Q | Quarterly report |
| 2026-04-30 | 8-K | Results of operations (earnings) · Financial statements and exhibits |
| 2026-04-20 | 8-K | Executive or director change |
| 2026-02-24 | 8-K | Shareholder vote · Financial statements and exhibits |
| 2026-01-30 | 10-Q | Quarterly report |
| 2026-01-29 | 8-K | Results of operations (earnings) · Financial statements and exhibits |
| 2026-01-08 | DEF 14A | DEFINITIVE PROXY STATEMENT |
| 2026-01-02 | 8-K | Executive or director change |
| 2025-12-05 | 8-K | Executive or director change |
| 2025-10-31 | 10-K | Annual report |
| 2025-10-30 | 8-K | Results of operations (earnings) · Financial statements and exhibits |