Apple has released its financial report for the second quarter of 2025. The key figures: $95.4 billion in revenue and $28.4 billion in net income. But the raw numbers only tell part of the story. In the accompanying conference call, CEO Tim Cook discussed legal disputes, tariffs, progress with Apple Intelligence, new products, and developments in the services sector. If you want to know what's really happening at Apple right now, you'll get a clear overview here.
No need to sift through press releases or analyst reports – here you'll find all the important information summarized. It's all about what's currently affecting Apple: from possible changes to the App Store and rising production costs to strong iPad sales. If you own Apple stock, use Apple products, or are simply interested in tech news, you should read on.
- Side note: Apple's fiscal year starts on October 1st and ends on September 30th.
App Store: legal challenges in the USA
Apple is being pressured by the US judiciary to implement changes to the US App Store. Cook stated that the company has complied with the court order but will appeal. He emphasized that Apple disagrees with the decision and that the situation could continue to evolve. The exact outcome is unclear, and the risk to Apple's services business remains. When asked, Cook declined to elaborate on the case or its potential implications.
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Tariffs: possible additional costs in the billions
Apple had only limited problems with tariffs in the March quarter due to efficient warehouse and supply chain management. However, the coming quarter could be more expensive. If the current political situation does not change, Apple expects additional costs of approximately $900 million. Cook left open whether these higher production costs will be passed on to end customers. He did not comment on pricing in general.
US production: investments in the domestic market
Apple is increasingly relying on components from the US. According to Cook, glass and Face ID modules are now produced in the United States. Apple is also purchasing chips worth $19 billion – spread across 12 states. This will help the company become less dependent on international supply chains and better protect itself against global risks.
Apple Intelligence: Progress, but no date yet
Apple continues to work on the new Siri features announced as part of the Apple Intelligence Initiative. Cook stated that progress is being made, but the rollout is somewhat delayed. A specific launch date was not given, but Cook emphasized that the company is confident the new features will be available to users soon.
iPhone sales: better with Apple Intelligence
In countries where Apple Intelligence is already available, iPhone sales have increased compared to the previous year. This suggests that users are embracing the new features and that Apple can benefit from this—both in terms of sales and its image.
Mac: stable demand thanks to new models
Mac revenue increased 6.7 percent year-over-year, primarily due to the new M4 MacBook Air and the new Mac Studio, which launched this quarter. Apple saw growth among both existing and new customers. The Mac install base reached a new all-time high.
iPad: strong growth and many new customers
iPad sales increased by 15.2 percent – a significant increase compared to the previous year. This growth was evident across all geographic regions. Particularly striking: over half of iPad buyers this quarter had never owned an iPad before. Apple also launched two new models – the M3 iPad Air and the iPad 11.
Wearables, Home and Accessories: slight decline
Sales in this segment declined by 4.9 percent. According to Apple, this is primarily due to the introduction of the Apple Vision Pro in the prior-year quarter—a launch with which the current quarter is difficult to compare.
Services: strong growth and new records
The Services division continues to grow. Revenue increased by 11.6 percent year-on-year—a new record for Apple. Particularly successful were Apple TV+, which reached a new viewership record, as well as the overall number of paid accounts and subscriptions. Overall, Apple now has over 1 billion paying users. This demonstrates how important this division has become for the company—as a stable revenue driver independent of device sales.
Apple remains stable – despite headwinds
Apple is showing strong financial results in the second quarter of 2025, but also faces challenges. Ongoing legal disputes and potential tariff costs are uncertainties the company must address. At the same time, Apple continues to invest in new products, strengthen its US production, and launch innovations like Apple Intelligence. Mac and iPad sales are developing positively, and services are running at record levels—only the wearables segment has declined slightly. Overall, however, Apple remains a stable player with a clear strategic direction. The best accessories in one place: Our Amazon Storefront offers you top products, including for your HomeKit! (Image: Shutterstock / Champhei)
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