Apple Inc. files SEC form 10-K, Annual Report (with net and unit sales tables)

Apple Inc. today filed their SEC form 10-K, Annual report which include the following Net Sales table:

Fiscal years 2010, 2009 and 2008 each spanned 52 weeks. An additional week is included in the first fiscal quarter approximately every six years to realign fiscal quarters with calendar quarters. The following table summarizes net sales and Mac unit sales by operating segment and net sales and unit sales by product during the three years ended September 25, 2010 (in millions, except unit sales in thousands and per unit amounts):


The full filing is available here.

[Thanks to MacDailyNews Reader “Fred Mertz” for the heads up.]

28 Comments

  1. Apparently, CNBC ran one line from the 10K which stated:

    “The Company expects its gross margin percentage to decrease in future periods compared to levels achieved during 2010 and anticipates gross margin levels of about 36% in the first quarter of 2011. This expected decline is largely due to a higher mix of new and innovative products that have higher cost structures and deliver greater value to customers, and expected and potential future component cost and other cost increases.”

    And, now the stock is down in after hours trading. Of course, Apple is always low on Gross Margin guidance, and even this last quarter Apple guided to, …… 36%!!! In other words, much ado about nothing, but CNBC screws up.

  2. Apparently, CNBC ran one line from the 10K which stated:

    “The Company expects its gross margin percentage to decrease in future periods compared to levels achieved during 2010 and anticipates gross margin levels of about 36% in the first quarter of 2011. This expected decline is largely due to a higher mix of new and innovative products that have higher cost structures and deliver greater value to customers, and expected and potential future component cost and other cost increases.”

    And, now the stock is down in after hours trading. Of course, Apple is always low on Gross Margin guidance, and even this last quarter Apple guided to, …… 36%!!! In other words, much ado about nothing, but CNBC screws up.

  3. *looking at the poll*

    SuperDrive?

    Do you mean the 100MB floppy/disk thing that helped with the original iMac? (Yes I still have one and use it once in a while)

    Do you mean the CD burning Super Drive?

    or the DVD Burning super Drive?

    Just wondering because they all have different uses for me.

    From Alaska

  4. *looking at the poll*

    SuperDrive?

    Do you mean the 100MB floppy/disk thing that helped with the original iMac? (Yes I still have one and use it once in a while)

    Do you mean the CD burning Super Drive?

    or the DVD Burning super Drive?

    Just wondering because they all have different uses for me.

    From Alaska

  5. Just look at those sales over the last 3 years. Here are some choice bits:

    • Apple sold more in Europe this past year, $18.7B than they did in the Americas in 2008, $16.6B!!! Remarkable, because they have nowhere near as many Apple Stores in Europe. Yes, I know they have distributors.

    • Asia, $8.2B almost matches Europe sales from two years ago, $9.2B. Actually, if Asia also included Japan, $4.0B, it would exceed Europe sales from last year, $11.8B.

    • There are now four legs to Apple’s retail: Americas, $24.5B, Europe, $18.7B, Asia, $12.2B and Apple Stores, $9.8B.

    • iPhone revenue increased 93%, two years in a row?!? Uncanny coincidence.

    • Apple sold over 111M devices in the past year, including Macs, iPods, iPhones and iPads, up from 85M devices.

  6. Just look at those sales over the last 3 years. Here are some choice bits:

    • Apple sold more in Europe this past year, $18.7B than they did in the Americas in 2008, $16.6B!!! Remarkable, because they have nowhere near as many Apple Stores in Europe. Yes, I know they have distributors.

    • Asia, $8.2B almost matches Europe sales from two years ago, $9.2B. Actually, if Asia also included Japan, $4.0B, it would exceed Europe sales from last year, $11.8B.

    • There are now four legs to Apple’s retail: Americas, $24.5B, Europe, $18.7B, Asia, $12.2B and Apple Stores, $9.8B.

    • iPhone revenue increased 93%, two years in a row?!? Uncanny coincidence.

    • Apple sold over 111M devices in the past year, including Macs, iPods, iPhones and iPads, up from 85M devices.

  7. Aaaah…
    Back in the late 90s a prominent reveiwer (can’t remember if it was Mosberg, Pogue or someone else) stated that *IF* Apple could just get up to the point of shipping one million Macs a quarter then Apple wouldn’t die. If I recall correctly, at the time Apple wasn’t even shipping 3 million Macs a year.

    Now Apple is shipping more than 1.1 million Macs a month.

    Nice to see the change.

  8. Aaaah…
    Back in the late 90s a prominent reveiwer (can’t remember if it was Mosberg, Pogue or someone else) stated that *IF* Apple could just get up to the point of shipping one million Macs a quarter then Apple wouldn’t die. If I recall correctly, at the time Apple wasn’t even shipping 3 million Macs a year.

    Now Apple is shipping more than 1.1 million Macs a month.

    Nice to see the change.

  9. @Johnboy

    It’s the one driven by the SWIM chip. (A chip designed by Woz that was dubbed the Super Wasniak Integrated Machine — not a joke, it was real and shipped in a LOT of Macs.)

  10. @Johnboy

    It’s the one driven by the SWIM chip. (A chip designed by Woz that was dubbed the Super Wasniak Integrated Machine — not a joke, it was real and shipped in a LOT of Macs.)

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