Owner Scorecard


← All companies ← AAP Manual AAT → ← 7752 Technology Hardware CRSR →

AAPL, Apple Inc.

Technology Hardware consumer brand

Apple designs and sells consumer hardware — smartphones, personal computers, tablets, and wearables — that runs its own iOS and macOS software, and it sells a range of related digital services to the people who own those devices. The iPhone is its largest source of revenue and services the second, with the other hardware lines behind them. It makes money first by selling the device and then by collecting recurring fees from the software and services that live on it.

Latest annual: FY2025 10-K
AAPL · Apple Inc.
I

The business

What it sells, where the money comes from, the kind of company it is.

Revenue · FY2025
$416.2B
+6.4% YoY · 9% 5-yr CAGR
Vital signs · TTM, with 5-yr average
Revenue $451.4B 5-yr avg $390.1B
Gross margin 48% 5-yr avg 44%
Operating margin 32.6% 5-yr avg 30.7%
ROIC 85% 5-yr avg 74%
Owner-earnings margin 29% 5-yr avg 26%
Free cash flow margin 29% 5-yr avg 26%

The business in brief

read the 10-K →

What this business is and what moves its needle, from its own SEC filings.

What it is
Revenue is led by iPhone (50%) and Services (26%), with 3 more lines behind.
What moves the needle
The question is whether marrying the hardware to its own software builds a franchise — switching costs that hold an owner inside the ecosystem, and pricing power that keeps the device above the commodity — or whether this is, underneath, a hardware vendor that must re-win each buyer with every new model. A moat would show in gross margins that hold under pressure and in services an owner keeps paying for long after the device is sold; the filing's own warnings cut the other way, naming aggressive price competition, the standing risk that rapid technological change leaves a product behind, and antitrust monopolization claims that test the very lock-in those services lean on. The tariff exposure is a further reminder that the goods are physical and the supply chain is not the company's alone to set. The record below holds the margins, the returns on capital, and the balance sheet.
Is it a good business?
Return on capital has run high across the record (median 53%, above 15% in 10 of 10 years), though buybacks and expensed R&D and brands shrink the capital base, so the figure overstates the underlying economics. The steadier read is owner earnings: roughly 25% of revenue reaches owners as cash, consistently, and customers and suppliers fund the business through negative working capital. Whether these returns reflect real pricing power or an accounting artifact is the judgment the 10-K is for.

Drafted from the company's filings and reviewed by hand; every number is shown in full in the sections below.

Where the money comes from

read the 10-K →

Revenue spreads across 5 lines, the largest iPhone at 50%.

Revenue by product line, FY2025
  • iPhone50%$209.6B
  • Services26%$109.2B
  • Wearables, Home and Accessories9%$35.7B
  • Mac8%$33.7B
  • iPad7%$28.0B
By geographyOther countries48%United States36%China15%

From the segment footnote of the company's own 10-K. Shares are of total revenue; the profit bar shows each segment's share of segment operating profit, before unallocated corporate costs.

II

The record

Ten years of arithmetic, read across the cycle.

The record, 2016–2025

realized figures from each filing · older years to the left
2016’162017’172018’182019’192020’202021’212022’222023’232024’242025’25TTMTTMMar 2026
Income statement
$215.6B$229.2B$265.6B$260.2B$274.5B$365.8B$394.3B$383.3B$391.0B$416.2B$451.4BRevenueRevenue
39%38%38%38%38%42%43%44%46%47%48%Gross marginGross mgn
7%7%6%7%7%6%6%7%7%7%6%SG&A / revenueSG&A/rev
5%5%5%6%7%6%7%8%8%8%9%R&D / revenueR&D/rev
$60.0B$61.3B$70.9B$63.9B$66.3B$108.9B$119.4B$114.3B$123.2B$133.1B$147.4BOperating incomeOp. inc.
27.8%26.8%26.7%24.6%24.1%29.8%30.3%29.8%31.5%32.0%32.6%Operating marginOp. mgn
$45.7B$48.4B$59.5B$55.3B$57.4B$94.7B$99.8B$97.0B$93.7B$112.0B$122.6BNet incomeNet inc.
26%25%18%16%14%13%16%15%24%16%17%Effective tax rateTax rate
Cash flow & returns
$66.2B$64.2B$77.4B$69.4B$80.7B$104.0B$122.2B$110.5B$118.3B$111.5B$140.2BOperating cash flowOp. cash
$10.5B$10.2B$10.9B$12.5B$11.1B$11.3B$11.1B$11.5B$11.4B$11.7B$12.6BDepreciationDeprec.
$5.8B$877M$1.7B($4.5B)$5.4B($9.8B)$2.2B($8.8B)$1.4B($25.1B)($8.4B)Working capital & otherWC & other
$12.7B$12.5B$13.3B$10.5B$7.3B$11.1B$10.7B$11.0B$9.4B$12.7B$11.0BCapexCapex
5.9%5.4%5.0%4.0%2.7%3.0%2.7%2.9%2.4%3.1%2.4%Capex / revenueCapex/rev
$53.5B$51.8B$64.1B$58.9B$73.4B$93.0B$111.4B$99.6B$108.8B$98.8B$129.2BOwner earningsOwner earn.
24.8%22.6%24.1%22.6%26.7%25.4%28.3%26.0%27.8%23.7%28.6%Owner earnings marginOE mgn
$53.5B$51.8B$64.1B$58.9B$73.4B$93.0B$111.4B$99.6B$108.8B$98.8B$129.2BFree cash flowFCF
24.8%22.6%24.1%22.6%26.7%25.4%28.3%26.0%27.8%23.7%28.6%Free cash flow marginFCF mgn
$297M$329M$721M$624M$1.5B$33M$306M$306MAcquisitionsAcquis.
$12.0B$12.6B$13.7B$14.1B$14.1B$14.5B$14.8B$15.0B$15.2B$15.4B$15.6BDividends paidDiv. paid
$29.7B$32.9B$72.7B$66.9B$72.4B$86.0B$89.4B$77.5B$94.9B$90.7BBuybacksBuybacks
24%21%32%37%42%64%73%71%76%87%85%ROICROIC
36%36%56%61%88%150%197%156%165%152%115%Return on equityROE
26%27%43%45%66%127%168%132%138%131%101%Retained to equityRetained/eq
Balance sheet
$237.6B$268.9B$237.1B$205.9B$191.8B$190.5B$169.1B$162.1B$156.7B$132.4B$146.6BCash & investmentsCash+inv
$15.8B$17.9B$23.2B$22.9B$16.1B$26.3B$28.2B$29.5B$33.4B$39.8B$30.3BReceivablesReceiv.
$2.1B$4.9B$4.0B$4.1B$4.1B$6.6B$4.9B$6.3B$7.3B$5.7B$6.7BInventoryInvent.
$37.3B$44.2B$55.9B$46.2B$42.3B$54.8B$64.1B$62.6B$69.0B$69.9B$57.3BAccounts payablePayables
($19.4B)($21.5B)($28.7B)($19.2B)($22.1B)($21.9B)($31.0B)($26.8B)($28.3B)($24.4B)($20.3B)Operating working capitalOper. WC
$106.9B$128.6B$131.3B$162.8B$143.7B$134.8B$135.4B$143.6B$153.0B$148.0B$144.1BCurrent assetsCur. assets
$79.0B$100.8B$115.9B$105.7B$105.4B$125.5B$154.0B$145.3B$176.4B$165.6B$134.6BCurrent liabilitiesCur. liab.
1.4×1.3×1.1×1.5×1.4×1.1×0.9×1.0×0.9×0.9×1.1×Current ratioCurr. ratio
$5.4B$5.7B$5.9BGoodwillGoodwill
$321.7B$375.3B$365.7B$338.5B$323.9B$351.0B$352.8B$352.6B$365.0B$359.2B$371.1BTotal assetsAssets
$78.9B$103.7B$102.5B$102.1B$107.4B$118.7B$110.1B$105.1B$96.7B$90.7B$82.7BTotal debtDebt
($158.7B)($165.2B)($134.6B)($103.8B)($84.4B)($71.8B)($59.0B)($57.0B)($60.0B)($41.7B)($63.9B)Net debt / (cash)Net debt
41.2×26.4×21.9×17.9×23.1×41.2×40.7×29.1×37.5×Interest coverageInt. cov.
$128.2B$134.0B$107.1B$90.5B$65.3B$63.1B$50.7B$62.1B$57.0B$73.7B$106.5BShareholders’ equityEquity
2.0%2.1%2.0%2.3%2.5%2.2%2.3%2.8%3.0%3.1%3.0%Stock comp / revenueSBC/rev
Per share
22.00B21.01B20.00B18.60B17.53B16.86B16.33B15.81B15.41B15.00B14.77BShares out (diluted)Shares
$9.80$10.91$13.28$13.99$15.66$21.69$24.15$24.24$25.38$27.74$30.57Revenue / shareRev/sh
$2.08$2.30$2.98$2.97$3.28$5.61$6.11$6.13$6.08$7.46$8.30EPS (diluted)EPS
$2.43$2.46$3.21$3.17$4.19$5.51$6.83$6.30$7.06$6.58$8.75Owner earnings / shareOE/sh
$2.43$2.46$3.21$3.17$4.19$5.51$6.83$6.30$7.06$6.58$8.75Free cash flow / shareFCF/sh
$0.54$0.60$0.69$0.76$0.80$0.86$0.91$0.95$0.99$1.03$1.05Dividends / shareDiv/sh
$0.58$0.59$0.67$0.56$0.42$0.66$0.66$0.69$0.61$0.85$0.75Cap. spending / shareCapex/sh
$5.83$6.38$5.36$4.87$3.73$3.74$3.10$3.93$3.70$4.91$7.21Book value / shareBVPS

Share counts before 2018 are restated ×4 for a stock split, so per-share figures sit on one basis.

Per-share growththe realized rate an owner's share compounded
9-yr5-yr
Revenue / share+12.3%/yr+12.1%/yr
Owner earnings / share+11.7%/yr+9.5%/yr
EPS+15.3%/yr+17.9%/yr
Dividends / share+7.3%/yr+5.1%/yr
Capital spending / share+4.3%/yr+15.2%/yr
Book value / share−1.9%/yr+5.7%/yr

The year, in the company's words

the filing →

Verbatim from the 10-K's management discussion. Each sentence is shown only because its subject, direction check out against the filed numbers on this page. The words are the company's; the arithmetic is the record's.

  • iPhone+4.2%
    “iPhone net sales increased during 2025 compared to 2024 due to higher net sales of Pro models.”
    ✓ direction matches the filed record
  • Services+13.5%
    “Services net sales increased during 2025 compared to 2024 primarily due to higher net sales from advertising, the App Store and cloud services.”
    ✓ direction matches the filed record
  • Wearables, Home and Accessories-3.6%
    “Wearables, Home and Accessories net sales decreased during 2025 compared to 2024 primarily due to lower net sales of Accessories and Wearables.”
    ✓ direction matches the filed record
  • Mac+12.4%
    “Mac net sales increased during 2025 compared to 2024 primarily due to higher net sales of laptops and desktops.”
    ✓ direction matches the filed record
  • iPad+5.0%
    “iPad net sales increased during 2025 compared to 2024 primarily due to higher net sales of iPad Air, iPad mini and iPad, partially offset by lower net sales of iPad Pro.”
    ✓ direction matches the filed record

The record, charted

FY2016–2025

Each measure over its full record; the current point and the worst year marked. Share counts on the current split basis.

Share count
15Bpeak FY2016
ROIC
87%low FY2017
Gross margin
47%low FY2019

Owner earnings vs. net income

Owner earningsNet income

The accountant's number, and the cash an owner can take; the gap is the tell.

$98.8Bowner earningsvs.$112.0Bnet incomelow FY2017

Where the cash went

ReinvestBuybacksDividendsAcquisitionsRetainedBeyond op. cash

Each year's outlays against its operating cash: the mix, and how it drifts. The hatched cap is spending beyond that year's operating cash — financed from the balance sheet or borrowing, not operations.

FY2016FY2025

Net income is the accountant's number; owner earnings is the cash an owner could take out. The walk between them, off the cash-flow statement, and whether the gap is widening or holding.

In fiscal 2025 the business reported $112.0B of profit but $98.8B of owner earnings: $13.2B less than the profit line, taken out by capital spending and the timing of cash.

Reported net income$112.0B
Owner earnings$98.8B · 24% of revenue
FY2025FY2024FY2023FY2022FY2021
Reported net income$112.0B$93.7B$97.0B$99.8B$94.7B
Depreciation & amortizationnon-cash charge added back+$11.7B+$11.4B+$11.5B+$11.1B+$11.3B
Stock-based compensationreal costnon-cash, but a real cost+$12.9B+$11.7B+$10.8B+$9.0B+$7.9B
Working capital & othertiming of cash in and out, other non-cash items−$25.1B+$1.4B−$8.8B+$2.2B−$9.8B
Cash from operations$111.5B$118.3B$110.5B$122.2B$104.0B
Capital expenditurecash put back in to keep running and to grow−$12.7B−$9.4B−$11.0B−$10.7B−$11.1B
Owner earnings$98.8B$108.8B$99.6B$111.4B$93.0B
Owner-earnings marginowner earnings ÷ revenue24%28%26%28%25%

Owner earnings is the cash an owner could pull out without starving the business: operating cash less the capital it must spend to hold its position . The cash-flow statement also adds stock comp back as non-cash, but it is a real cost paid in shares; counted as the expense it is (less $12.9B), owner earnings is nearer $85.9B.

Maintenance capex is estimated as depreciation where a growing business invests above it; free cash flow is the figure the scorecard's free-cash margin reads.

III

Quality & stewardship

Returns, the balance sheet, capital allocation, and pay.

Owner’s Scorecard

FY2025 10-K · source on SEC EDGAR →

Will it survive?

  • Comfortable
    Operating income $133.1B ÷ interest expense $3.9B
    What this means

    Operating profit covers interest with the kind of margin Graham wanted for a defensive holding. Necessary, not sufficient, it says solvent, not cheap.

  • How heavy is the debt, net of cash? $36.0B · 0.3× operating profit
    Modest net debt
    Cash $35.9B + ST investments $18.8B − debt $90.7B
    What this means

    Netting $54.7B of cash and short-term investments against $90.7B of debt leaves $36.0B owed, about 0.3× a year's operating profit (0.7× on the gross debt, before the cash). It also holds $77.7B in longer-dated marketable securities; counting those, it sits at net cash of $41.7B. Net debt is the leverage figure that matters: the cash is already set against the debt. Strategic or illiquid investments aren't counted here.

  • Negative, funded by others
    DSO 35 + DIO 9 − DPO 115 days
    What this means

    Days cash is tied up between paying suppliers and collecting from customers. A negative cycle is a quiet moat: suppliers and customers fund the operation (Buffett's “float”), the company grows on other people's money.

Is it a good business?

  • Very high (≥25%) through the cycle
    10-yr median, range 21%–87%; 87% latest = NOPAT $112.3B ÷ invested capital $128.5B
    Industry peers: median 13%
    What this means

    The rate the business earns on the money tied up in it, Buffett's north star, because over time a stock tracks the ROIC beneath it. Above ~15% sustained hints at a moat; a return below the cost of capital (~8%) erodes value as a business grows rather than building it — the test Buffett weighs most. The headline is the median of the last 10 years (it ran 87% most recently), so one peak or trough year doesn't set the verdict. Asset-light businesses (R&D expensed, little capital) read artificially high, pair this with Owner Earnings.

  • High through the cycle
    10-yr median margin, range 23%–28%; latest $98.8B = operating cash $111.5B − maintenance capex $12.7B
    Industry peers: median 6%
    What this means

    What an owner could take out without starving the business: operating cash less the maintenance capital it must spend to hold its position — Buffett's owner earnings. That's 24% of revenue this year, a 25% median across 10 years. Treating stock comp as the real expense it is (less $12.9B of SBC) leaves $85.9B.

  • Mostly cash-backed
    Cash from ops $111.5B ÷ net income $112.0B
    What this means

    How much of reported profit showed up as operating cash. Above 1× is reassuring; well below suggests earnings lean on accruals. One year is noisy, growth and working-capital swings distort it, and this is operating cash, not free cash. Watch the multi-year trend.

How is the cash used?

  • Returned more than it generated
    Dividends + buybacks $106.1B ÷ Owner Earnings $98.8B
    What this means

    The company returned more than it generated: against $98.8B of Owner Earnings, $106.1B (107%) went back to shareholders, $15.4B dividends, $90.7B buybacks — the excess came from the balance sheet or borrowing, not the year's operations. Net of $12.9B stock comp, the real buyback was about $77.8B. Sustained, that pattern draws down cash or adds debt; the net-debt line above shows where it stands.

  • Investing or harvesting? 1.09×
    Maintaining
    Capex $12.7B ÷ depreciation $11.7B
    What this means

    Descriptive, not a grade. Above ~1× means investing faster than assets wear out (growth, or, sustained for years, today's earnings carrying less depreciation than tomorrow's will). Below means spending less than it's wearing out (efficiency, or a melting asset base). The ratio won't tell you which; the filings will.

Graham’s defensive tests · 4 of 6 met

Graham’s numerical criteria for the defensive investor (The Intelligent Investor, ch. 14), run on the filings. A floor of safety, not a buy signal; many fine modern businesses fail his strictest liquidity rules by design.

  • Adequate size Pass
    Revenue ≥ $2B · $416.2B
    What this means

    Big enough to weather a storm. Graham's 1972 floor was ~$100M of sales (≈ $700M today); we use a $2B revenue line as a conservative modern stand-in.

  • Strong liquidity Miss
    Current ratio ≥ 2× · 0.89×
    What this means

    Current assets at least twice current liabilities, near-term bills covered without touching the business. Strict by design: many cash-rich modern firms run leaner and miss it, holding their cushion in longer-dated securities.

  • Conservative debt Miss
    Debt ≤ working capital · $90.7B vs ($17.7B) WC
    What this means

    Graham's rule that borrowings not exceed net current assets. Capital-heavy and buyback-heavy firms routinely fail it, read it next to interest coverage, not alone.

  • Earnings stability Pass
    A profit every year (10-yr record) · no losses
    What this means

    Graham wanted earnings in each of the past ten years, the stability a defensive owner leans on.

  • Dividend record Pass
    Uninterrupted dividends · paid every year (10)
    What this means

    An unbroken dividend was Graham's mark of durability. He wanted twenty years; the filings show about ten, and a single suspension breaks the streak. Non-payers, many fine modern compounders, fall outside his defensive net by design.

  • Earnings growth Pass
    Earnings +33% over the record · +97%
    What this means

    At least a third more earnings than a decade ago, averaging three years at each end. Net income (not per-share), so stock splits don't distort it, buybacks and dilution show up in the share-count line instead.

  • Moderate price
    P/E ≤ 15 and P/E × P/B ≤ 22.5 · decided by the price
    What this means

    Graham's valuation gate, the wall he kept between a sound business and a sound investment. Three-year average earnings are $6.87/share (latest year $7.63), the averaged base the calculator's gate runs on, and book value is $5.02/share. Enter a price in “What the price implies” just below for the P/E, P/B, and whether it clears. But this is the rule Buffett outgrew: there's no hard P/E law, and a wonderful business can deserve a far richer multiple if the thesis holds, treat it as the bargain-hunter's floor, not a verdict on the price.

Durability & moat, 2016–2025

Whether the record’s returns held, and what the capital reinvested earned.

  • Profitable years 10 of 10
    What this means

    Never lost money over the record, the earnings stability Graham insisted on.

  • Return on capital ≥ 15% 10 of 10 yrs
    What this means

    A moat shows up as a high return on invested capital that holds year after year, not one good vintage.

  • Operating margin 27% → 31% (3-yr avg ends)
    What this means

    Through the cycle the operating margin widened — about 27% early to 31% lately, median 28% — pricing power intact or improving.

  • Reinvestment, incremental ROIC returns capital
    What this means

    The capital base barely grew: this business returns cash through dividends and buybacks rather than reinvesting. Judge it on the cash returned, not on compounding.

  • Owner earnings growth +8%/yr
    What this means

    Owner earnings grew about 8% a year over the record.

  • Worst year 2020 · 24.1% op. margin
    What this means

    Stayed profitable even in its hardest year, the resilience that survives recessions.

  • Dividend record rising
    What this means

    Paid and raised the dividend across the record, the continuity Graham prized.

Does AI threaten the moat?

Low contestability

The moat is physical, regulated or balance-sheet-funded, the kind AI cuts costs within but does not contest.

In its own filing Raised, but not as a competitor

The filing raises AI among its risks, but in other terms (security, regulation, energy or the like), not as a competitor to its product.

AI is unlikely to contest a moat that is physical, regulated or balance-sheet-funded; here it reads more as a cost tool than a threat.

Read from the filing's own risk factors, paired with the industry's structure under its SIC code; the durability is read above, the price below.

All figures as filed; the source filing is linked above.

Current Position

as of the latest quarter, Mar 28, 2026

Can the business pay what it owes this year, off the freshest balance sheet: the quality of the assets, the debt actually coming due, and what a low ratio means here.

Current assets$144.1B
  • Cash & short-term investments$68.5B
  • Receivables$30.3B
  • Inventory$6.7B
  • Other current assets$38.5B
Current liabilities$134.6B
  • Debt due within a year$8.3B
  • Accounts payable$57.3B
  • Other current liabilities$69.0B
Current ratio1.07×all current assets ÷ what's due · Graham looked for 2×
Quick ratio1.02×stricter: inventory excluded
Cash ratio0.51×strictest: cash alone against what's due
Working capital$9.5Bthe cushion left after near-term bills
Debt due this year vs. cash$8.3B due · $68.5B cash covered by cash on hand, no refinancing forced · both figures from the Mar 28, 2026 balance sheet
Revenue, latest quarter vs. a year ago+16.6%the freshest read on whether the business is still growing
Current ratio, recent quarters1.0× → 1.1×
Deeper floors
Tangible book value$74.8Bequity stripped of goodwill & intangibles
Net current asset value($120.5B)Graham's net-net: current assets less all liabilities
Debt incl. operating leases$95.2B$12.5B of it operating leases; with finance leases, “total fixed claims” below reaches $104.4B (annual-report basis)
Deferred revenue$12.1Bcustomer cash collected before delivery; operating float

From the company's latest filing.

Not how much it owes, but when it falls due, and against what. The ladder the company files, beside cash on hand and a year's owner earnings.

'26$12.4B
'27$10.1B
'28$9.3B
'29$5.2B
'30$5.0B
later$49.3B

Bars scaled to the largest single year; “later” is everything due after 2030, shown apart since it dwarfs the years.

Due in the next 12 months$12.4Bthe first rung: what must be repaid or rolled over within the year
Within two years$22.5Bthe near wall, the part most exposed to today’s credit conditions
Biggest single year$12.4Bin 2026the lumpiest maturity, where a refinancing, if needed, is largest
Total scheduled principal$91.3Bevery year plus what lies beyond, as the footnote totals it

Against what the business has and earns

Cash & short-term investments, Mar 28, 2026$68.5B
One year of owner earnings (FY2025)$98.8B
Together, against $12.4B due next year13.5×

Cash on hand as of Mar 28, 2026 plus a year’s owner earnings comes to $167.3B against the $12.4B due in the twelve months after the Sep 27, 2025 schedule: 13 times it.

Maturity schedule extracted from the company’s Sep 27, 2025 annual report and reconciled to the total the table states.

Debt by another name. What the business owes on the property, aircraft, stores and equipment it rents rather than owns is a fixed claim due on a schedule; added back to the debt, it is the true leverage. That ladder, operating and finance leases together, and what it adds to the debt on the page above.

Operating leasesFinance leases
'26$2.5B
'27$2.1B
'28$1.9B
'29$1.6B
'30$1.4B
later$6.8B

Lease payments by year, scaled to the largest; “later” is everything beyond year five, shown apart. These are the contractual cash payments, before the interest the filing imputes back out to the balance-sheet liability.

Due in the next 12 months$2.5Ba fixed cash payment, owed whether or not the business has a good year
Total lease payments$16.3Bevery year plus the tail, undiscounted: the full cash the leases will take
On the balance sheet$13.7Bthe present value of those payments, the recognised lease liability

True leverage: debt plus leases

On-balance-sheet debt$90.7B
Lease obligations (present value)$13.7B
Total fixed claims on the business$104.4B

Counting the leases the way Buffett does, the fixed claims on this business come to $104.4B, of which the leases are 13%. The lease wall above and the debt schedule together are the calendar of what must be paid, and when.

Lease ladder read from the ASC 842 tags in the company’s Sep 27, 2025 annual report and reconciled: the yearly buckets sum to the undiscounted total, which less the imputed interest equals the balance-sheet liability; a ladder that doesn’t tie out is withheld.

How the cash was used, 2016–2025

Over the record, the business generated $924.4B of operating cash; how management split it reads as a cash returner, paying most of what it earns straight back to owners.

  • Reinvested$111.2B · 12%
  • Dividends$141.4B · 15%
  • Buybacks$713.2B · 77%
  • Returned to owners$854.6B

    105% of the owner earnings the business produced over the span, $141.4B as dividends and $713.2B as buybacks.

  • Source of funding−$41.4B

    Reinvestment and shareholder returns ran $41.4B beyond the operating cash the business generated, so the gap was financed off the balance sheet: the long-term investment portfolio drew down $92.3B.

  • Average price paid for buybacks$99.83

    Across the years where the filing reports a share count, 6517M shares were bought for $650.6B, about $99.83 each. Year to year the price paid ranged from $44.84 (2018) to $225.65 (2025); its heaviest year, 2024, paid $190.28 ($94.9B).

  • Net change in share count−32.9%

    The diluted count fell from 22001M to 14768M, so the buybacks outran the stock issued to staff.

  • Dividend record$1.03/sh

    Paid in 10 of the years on record, the per-share dividend growing about 7% a year. It was never cut over the span.

Buybacks are gross of stock issued to staff; the share-count line above is the net of that, the figure that decides whether owners gained. The average price paid blends a year of purchases (and any accelerated repurchase), so it is close, not exact. The record of where the cash went and on what terms.

Management, ownership & pay

read the proxy →

From the proxy: how much of the business the people running it own, and how they are paid, beside what the business earned for its owners in the same years.

Fiscal yearChief executivePay, as filed“Actually paid”Owner earnings
2021Mr. Cook$98.7M$311.8M$93.0B
2022Mr. Cook$99.4M$128.8M$111.4B
2023Mr. Cook$63.2M$106.6M$99.6B
2024Mr. Cook$74.6M$169.0M$108.8B
2025Mr. Cook$74.3M$108.4M$98.8B

Both pay figures are the company’s own, from the pay-versus-performance table its proxy statement files. “As filed” is the Summary Compensation Table total: salary, bonus, and equity awards at their value on the day of grant. “Actually paid” is the SEC’s prescribed recalculation, which re-marks those equity awards to what they became as they vested; it can swing far above or below the filed figure in either direction, and negative years occur. Owner earnings are the whole business's, from the record above, for the same fiscal years.

  • Insider ownership<1%

    The stake all directors and executive officers hold together, per the 2026 proxy: skin in the game, the first thing Munger reads.

  • CEO pay ratio533:1

    What the chief earns for every dollar the median employee makes, per the 2026 proxy. A high ratio alone settles nothing; some businesses are genuinely top-heavy in scarce skill. A runaway figure is where Buffett starts asking whether the board is doing its job.

  • Stock-based compensation$12.9B

    The slice of the business handed to employees in shares this year, 3% of revenue, equal to 10% of operating profit. Buffett's oldest accounting fight: this is compensation, compensation is an expense, real whether or not the headline earnings admit it. One trap: the cash-flow statement adds SBC back, so the operating cash, and the owner earnings drawn from it, are flattered by exactly this amount; counted as the cost it is, what an owner keeps is lower.

Inverting the record

Invert: instead of why Apple Inc. is a good business, the question is what would make owning it a mistake, and whether those marks are in the record. Disconfirming tests across 2016–2025.

None of the 5 tests turned up a mark; each came back clean. A clean panel says only that these particular ways of being wrong are not written into the record.

Each test came back clean
  • Is it less profitable than it was?
  • Did the share count rise anyway?
  • Did debt outgrow the business?
  • Did reported profit become cash?
  • Did receivables and inventory outpace sales?

Each test is read from the filings and is noisy alone; a flag can mark a cyclical trough or a year of heavy investment as easily as a problem. The filing says which.

What an owner would ask, FY2025

read the 10-K →
  • Which reported numbers are a judgment call?
    Management names Income taxes as critical estimates

    each rests partly on management's judgment; the filing's note sets out the assumptionsverify →

The questions the record and the charts do not answer on their own; each carries the figure and the place to look.

Peers, Technology Hardware

The same industry, side by side on owner economics. Each figure is a through-cycle median, so a peak or trough year can’t distort it; the group median at the foot is the line to read each against.

CompanyRevenueGross marginOp. marginROICOwner earn. margin
AAPLApple Inc.$416.2B40%28.8%53%25%
DELLDell Technologies Inc.$113.5B23%4.4%18%7%
IBMInternational Business Machines Corp$67.5B55%15.2%13%18%
CSCOCisco Systems Inc. Common Stock (DE)$56.7B63%25.7%21%26%
HPQHP Inc.$55.3B19%6.6%64%6%
HPEHewlett Packard Enterprise Company$34.3B56%4.2%3%5%
SMCISuper Micro Computer Inc.$22.0B15%4.3%12%2%
WDCWestern Digital Corporation$9.5B28%7.2%6%4%
Group median34%6.9%15%7%
IV

The price

What a price has to assume.

What the price implies

reverse-DCF

Type today's close and see the owner-earnings growth you'd have to believe to justify it, beside what Apple Inc. has delivered.

$

Through the cycle, Apple Inc. earns about $104.5B on its 25.1% median owner-earnings margin. This year’s 23.7% margin runs in line with that. Normalize, below, values the price on that through-cycle figure rather than the latest year.

Base

The assumptions

9.0% = the 4.55% 10-year Treasury (Jul 15, 2026) + 4.45 points of equity premium. The rate you require is yours to set.

Enter a price above to run it.

Implied by the price
Owner-earnings growth · ’21→’25+0%/yr
Owner-earnings growth · ’16→’25+8%/yr
Owner-earnings yield
P/E (3-yr earnings ’23–’25)
P/B
Graham’s price gate

Graham capped the multiple at 15×; Buffett and Munger let that rule go: a wonderful business can deserve 50× if the thesis holds. The gate marks the bargain-hunter's floor.

Against a high-grade bond: Graham’s yardstick bond yield%

Prefilled with the 10-year Treasury (4.55%, as of Jul 15, 2026). Edit it for today’s exact figure, or a AAA corporate yield.

Graham measured a stock against the bond you could own instead, the heart of his margin of safety. Enter a price above to weigh the owner-earnings yield against this bond.

Owner earnings $129.2B on 14687M shares outstanding, per the 10-Q cover, as of 2026-04-17; net cash $63.9B. The base is the latest year by default; Normalize values it on the through-cycle median owner-earnings margin (to avoid paying on a peak year). Net of stock comp treats option pay as the expense it is. The dials set the multiple a growth belief justifies; the price, and every dollar on this page, is yours.

Cite: Owner Scorecard, "Apple Inc. (AAPL), the owner's record," https://ownerscorecard.com/c/AAPL, data as of 2026-07-09.

Manual order: ← AAP its page in the Manual AAT →

Industry order: ← 7752 the Technology Hardware chapter CRSR →