Bengilokhu ngizwa kusukela ngo-2012 lokho I-Apple iyigwebu elizophuma maduzane, ngoba akekho umuntu othanda imikhiqizo yabo. Kufana nemantra "yomlamu" ibha ephindaphindwayo emva kwebha, futhi ukuthi njengoba sonke sazi, umkhiqizo wami kunoma iyiphi enye inkampani wenza okufanayo kodwa kushibhile (bamba okungaqondakali). Yiba ngangokunokwenzeka, sekufikile ikota eyodwa yezimali, futhi ngendlela efanayo njalonjalo, izibalo zenkampani yaseCupertino zimane zisetha amarekhodi. Ake sibheke izindaba zakamuva ezivela ku-Q3 ka-Apple.
Kakhulu kangangokuthi unyaka lapho abahlaziyi bethi kube khona ukuthengisa okumbalwa kakhulu, ukuthi i-iPhone X entsha ebabazekayo ayizange ibambe umphakathi, futhi lapho izikhalazo ngenkinga yokulinganiselwa kwebhethri bezizoyichitha inkampani, lokhu umphumela: $ 53.300 billion emalini engenayo, emele ikota lesithathu lezimali elihamba phambili emlandweni we-Apple, Ukukhula okungu-17% uma sikuqhathanisa nephuzu elifanayo kodwa ngonyaka odlule. Ngamafuphi, inzuzo ephelele etholwe yinkampani yaseCupertino kuleli kota ingama- $ 11.500 billion.
Ngokwengxenye yayo, i-Apple ithengise i-iPhone eyizigidi ezingama-41,3, ngaphandle kokunikeza izibalo eziqondile, uTim Cook ukhombisa ukuthi i-iPhone X ithengiswe kakhulu, okukhombisa ukukhula okuncane kuka-0,3 uma kuqhathaniswa nonyaka owedlule, ngendlela efanayo lapho i-iPad ikhule inikezwe intengo enhle nenqubomgomo yomkhiqizo eyenziwe yi-Apple, iya kumayunithi ayizigidi eziyi-11,55, ukukhula kwamayunithi ayizigidi eziyi-0,13. IMac ithatha okubi kakhulu ngokulahla okukhulu kusuka kumayunithi ayizigidi ezingama-4,29 ngo-2017 kuya kumayunithi ayizigidi ezingama-3,72 kulo nyaka. Le yindlela iCompertino Company eqhubeka nokukhula ngayo, futhi yize kusobala ukuthi i-iPhone ingumkhiqizo ovelele kakhulu, kanye nokukhula okukhulu kwemikhiqizo yesevisi efana ne-Apple Music, ekhula ngama-50% uma kuqhathaniswa nonyaka odlule, ezohola emakethe e-United States of America.