蘋果於美國時間7月31日公布截至2025年6月28日的Second quarter financial report for fiscal year 2025, with overall performance exceeding market expectations and continuing to emphasize its active deployment in the field of artificial intelligence. Revenue for the quarter reached $940 billion, a 857.77% increase from $9.6 billion in the same period last year, while net profit reached $234.34 billion, a 9.26% year-over-year increase.
At the same time, Apple stated that although Greater China still has the slowest sales growth among all regions, it has successfully stopped the decline and rebounded to achieve positive growth, indicating that Apple's adjustments and marketing strategies in the Chinese market are gradually taking effect.
iPhone sales rebounded, driving overall product revenue up
From a product perspective, Apple's product revenue reached $666.13 billion this quarter, an 615.64% increase from $8.2 billion in the same period last year. iPhone revenue reached $445.82 billion, a 13.44% year-over-year increase, demonstrating the resilience of smartphone demand.
The Mac business also performed well, with revenue reaching $80.46 billion, a 70% increase from $14.94 billion in the same period last year. iPad revenue declined slightly, reaching $65.81 billion, a year-on-year decrease of 8.11%. Revenue from wearables, home, and accessories (such as the Apple Watch and AirPods) also declined, reaching $74 billion, a decrease of 8.64% from the same period last year.
Services business grows steadily, with AI investment becoming a key focus
Apple's services remain one of the most stable components of its revenue structure, with revenue growing to $274.2 billion this quarter, a 13.24% year-over-year increase. This business, which encompasses services such as the App Store, Apple Music, iCloud, and Apple TV+, has become a key pillar in Apple's expansion into the subscription economy and value-added services.
Apple CEO Tim Cook also reiterated in his earnings statement that the company is significantly increasing its investment in artificial intelligence. While he didn't disclose specific applications or product timelines, it's widely believed that Apple will strengthen the application experience of generative AI across platforms like iOS and macOS, and may also incorporate AI acceleration features into upcoming hardware, further differentiating itself from competitors like Google, Microsoft, and Samsung in technological competition.
Mergers and acquisitions may become a key strategy, regardless of company size
Regarding the development of artificial intelligence, which has attracted market attention, Tim Cook said that Apple has not only "significantly increased" its internal investment in the field of artificial intelligence, but also revealed for the first time that it has acquired "approximately seven" companies this year, covering multiple technology fields. Although the individual amounts are not high, it shows that Apple is still continuing to strategically absorb and integrate technologies.
Tim Cook emphasized that Apple isn't limited to specific acquisition targets. He stated that Apple will maintain a flexible approach to technology partnerships or acquisitions, particularly with companies that can contribute to the advancement of AI technology or enhance the user experience. "We remain open to M&A strategies, provided they advance our AI roadmap," he said.
Foreign media have also recently reported that Apple is interested in acquiring artificial intelligence search startupsPerplexity, thereby strengthening its competitiveness in the application of generative search and conversational artificial intelligence.
Siri's personalized artificial intelligence service is still under development and may debut as early as 2026.
As for the outside world's most concernedNew SiriTim Cook only briefly stated that the Apple team has made good progress in its development goal of personalizing Siri.Originally expected to debut at WWDC 2025However, according to the current development pace, the more complete artificial intelligence function upgrade may still be delayed until the spring of 2026.
Although Apple announced some of its "Apple Intelligence" service features at WWDC 2025, such as text summaries, automatic replies, and notification organization on the iPhone, its overall pace still lags behind the application development performance of industry players such as Google Gemini, Microsoft Copilot, and OpenAI ChatGPT.
However, Apple, with its strong device integration capabilities and privacy-focused design, is expected to forge a new path in on-device AI and hybrid computing, creating a differentiated AI experience through a hardware-software integration strategy.
Greater China rebounded, with conservative but meaningful results
In terms of regional revenue, Apple generated $2025 billion in North America in the second quarter of 412, a 9.28% year-over-year increase. Europe generated $240 billion, a 9.7% year-over-year increase. Japan also saw a significant recovery, reaching $57.82 billion in revenue, a 13.37% increase. The rest of Asia-Pacific saw a 20% year-over-year increase, reaching $76.73 billion, making it the fastest-growing region globally.
In contrast, Greater China's revenue, while only growing at a 4.35% annual rate, reached US$153.69 billion, reversing the downward trend of the past few quarters. Cumulative revenue for the first half of 2025 will total US$498.84 billion, still down 3.9% year-on-year, but showing signs of improvement.
This means that Apple's recent efforts to adjust its pricing strategy for the Chinese market, strengthen its direct and online sales channels, and enhance its integration with the local application ecosystem are gradually showing results, and will also lay the foundation for sales performance after the launch of new products in the second half of the year.
