Describing Apple's growth, cost structure, product-level and overall profitability in a self-explanatory chart

  • Hap


    Animation next?

    Hans Rosling's 200 Countries, 200 Years, 4 Minutes – The Joy of Stats:

  • Inquisitive Minds

    Which bucket contains their legal costs?

    • asymco


  • Cory

    Interesting attempt to visualize the financial information. Would it be better to include increases/decreases (e.g. something like + 20 % in the 2010 net income box) in some of the boxes? Is the lowercase m after $0 and $22,000 supposed to represent million? That is ill-conceived.

    • asymco

      m represents millions. Sales last quarter were a bit above $20 billion.

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  • r.d

    how can ipad GM be not be closer to iphone with
    higher ASP and same build cost, difference only being
    Retina display vs LED display were cost difference is
    like $50. Aluminum is cheaper then glass.

    • asymco

      Price. That display costs a lot more and the price is not that much higher.

      • r.d

        ASP was $626 vs. $667 for last quarter.
        and display price was est. to be $25 vs $75.
        not to talk about the antennae issue.
        LED prices have fallen a lot and another supplier
        is coming.

  • wow
    no need for words
    they would spoil the poetry of this graph
    you know that chart talked to me
    actually it was like music, like a sequence of movements, like a concert
    perfetto, or better… allegretto.

  • reinharden

    I would suggest building from the outside in. And structuring it so that the two columns for profits were adjacent to one another in the center and visually comparable. Eg the bottom of the profit box lined up.

    That, to me, would capture the essence of what's most important to measure more exactly. Whereas being able to eyeball approximate size for everything else is okay by me.

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  • And yet, with that level of GM. I keep seeing people walk the streets with iPad boxes under their arms. For a 'failed" product which "won't" succeed, it seems to be doing alright. The Q4 figures are going to blow us all away, I believe

  • Davel

    Unfortunately it is too small to view on the iPad. Blowing it up just makes it fuzzy

  • Shane


    I can read the map just fine on my iPhone 4. Did you select the map above for it to open a larger map in a new window?

  • Patrick

    Great graph. The idea of incorporating growth could be done with a little vector on the left of each category for Q/Q or Y/Y data, since the full line doesn't do much.

  • Laurent Giroud

    Looking at the GMs, it seems logical to think that Apple must be giving high priority to increasing the gross margin for the iPad. It's almost a waste that they manage to sell so many only to "ruin" it with such "low" margins. Would that be part of the reason why you suggested they invested in their own factories?

    • asymco

      Factory ownership was more related to agility of response and an increased product cycle time and no so much about margin. Margin is better earned with creating high value and differentiation (and hence higher pricing) rather than cutting costs.

      The margins on the iPad are low but that was a decision on creating the market. Keep in mind that this was the first of an entirely new category of products. Apple took a big risk so they priced it to sell. Margins may improve. We'll see.

  • Ryan

    I thought some (a little) explanation would have made this chart more helpful. Besides being some kind of map, what is it trying to say?