Apple will release its fourth-quarter results on October 30, 2025. The company will thus conclude a period filled with strategic decisions, new products, and political negotiations. For investors and industry observers, this provides an opportunity to put the past few months into context with the upcoming business figures.
Apple's fourth fiscal quarter ended in September 2025. CEO Tim Cook and CFO Kevan Parekh will discuss the results in a conference call on October 30. This will be followed by a Q&A session with analysts. The conference is an important opportunity to understand not only the numbers but also the impact of key developments from the past few months.
July 2025: Tariffs, leadership changes and new subscription models
In July, the topic of tariffs returned to the spotlight. Apple had already warned in the previous quarter that trade conflicts between the US and China could significantly impact costs. The company expected additional expenses of around $1.1 billion for the fourth quarter. At the same time, management emphasized the uncertainty of the situation and wanted to avoid making forecasts. On July 8, there was a change in leadership. Sabih Khan took over the role of Chief Operating Officer from Jeff Williams, who had been one of the company's key managers for many years. In the same month, Apple launched a new service offering: AppleCare One. As of July 24, US customers can insure three devices for $19.99 a month. Each additional device costs an additional $5.99. This continued Apple's strategy of increasing revenue through subscriptions and services.
August 2025: Political negotiations and billions in investments
At the beginning of August, Apple took an unusual approach. Tim Cook presented President Trump with a commemorative plaque made of gold and glass and at the same time announced investments of a further $100 billion in production facilities in the USA. This brought the total amount of announced investments to $600 billion over four years. This strategy paid off: Apple received an exemption from new tariff rules and thus avoided a 100 percent import tariff on semiconductors. Apple also expanded its presence in China and the USA. A third new store was opened in Shenzhen, and in Pittsburgh the Shadyside Apple Store moved to larger premises. Another project was the establishment of the first Apple Manufacturing Academy, which opened on August 19 with a two-day program. The concept is based on the existing Developer Academies, including those in Detroit. Another important decision in the service area followed on August 21.
September 2025: Product innovations and criticisms
In September, Apple unveiled its new iPhone generation as usual. On September 9, the company unveiled the iPhone 17, iPhone 17 Pro, and, for the first time, the iPhone Air. Despite concerns, the starting price remained unchanged at $799. The iPhone 17 Pro featured significant technical improvements. A vapor cooling chamber provides increased performance, and the camera system received a new platform design. The iPhone Air is considered the thinnest iPhone to date and is seen as a precursor to the planned iPhone Fold, although Apple did not answer any questions about this model.
In addition to the iPhones, Apple introduced other devices. The Apple Watch Series 11 and Apple Watch Ultra 3 offer new health features such as blood pressure monitoring and longer battery life. The AirPods Pro 3 were also released. They now have the ability to measure heart rate—inspired by the Beats Studio Pro. The iPhone 17 is considered one of the best upgrades in recent years, and the iPhone Air was received with great interest despite controversy surrounding its single-lens camera.
Apple in the tension between challenges and opportunities
Apple is looking back on a quarter marked by political challenges, multi-billion dollar investments, new services, and innovative products. The conference call on October 30 will reveal how these factors impacted the company's financial results. What is already certain is that Apple's decisions are setting the course for the coming years and further solidifying its position as a leading technology company. (Image: Shutterstock / canadastock)
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