Apple Inc. Selling and Marketing Expense
Apple Inc. (AAPL) reported Selling and Marketing Expense of $5.03 billion for the 3-month period ending 2026-06-27, per its 10-Q filed 2026-07-31.
Financial Statements › Expense Statement › Operating Expenses
us-gaap:SellingAndMarketingExpense · last filed 2026-07-31
- Apple Inc. selling and marketing expense for the quarter ending 2026-06-27 was $5.03B, a 5.56% increase year-over-year.
- Apple Inc. selling and marketing expense for the quarter ending 2026-03-28 was $5.20B, a 9.93% increase year-over-year.
- Apple Inc. selling and marketing expense for the quarter ending 2025-12-27 was $5.40B, a 5.80% increase year-over-year.
- Apple Inc. selling and marketing expense for the quarter ending 2025-09-27 was $4.92B.
- Apple Inc. selling and marketing expense for fiscal 2025 was $19.52B, a 4.75% increase from fiscal 2024.
- Apple Inc. selling and marketing expense for fiscal 2024 was $18.64B, a 2.08% increase from fiscal 2023.
- Apple Inc. selling and marketing expense for fiscal 2023 was $18.26B.
| Period end | Selling and Marketing Expense 3 month | Selling and Marketing Expense 6 month | Selling and Marketing Expense 9 month | Selling and Marketing Expense 12 month |
|---|---|---|---|---|
| 2026-06-27 | $5.03B 10-Q · filed 2026-07-31 | $10.23B derived: sum of 2 quarters · filed 2026-07-31 | $15.63B 10-Q · filed 2026-07-31 | $20.55B derived: sum of 4 quarters · filed 2026-07-31 |
| 2026-03-28 | $5.20B 10-Q · filed 2026-05-01 | $10.60B 10-Q · filed 2026-05-01 | $15.52B derived: sum of 3 quarters · filed 2026-05-01 | $20.29B derived: sum of 4 quarters · filed 2026-07-31 |
| 2025-12-27 | $5.40B 10-Q · filed 2026-01-30 | $10.32B derived: sum of 2 quarters · filed 2026-01-30 | $15.09B derived: sum of 3 quarters · filed 2026-07-31 | $19.82B derived: sum of 4 quarters · filed 2026-07-31 |
| 2025-09-27 | $4.92B derived: 10-K 12 month − 10-Q 9 month · filed 2025-10-31 | $9.69B derived: sum of 2 quarters · filed 2026-07-31 | $14.42B derived: sum of 3 quarters · filed 2026-07-31 | $19.52B 10-K · filed 2025-10-31 |
| 2025-06-28 | $4.77B 10-Q · filed 2026-07-31 | $9.50B derived: sum of 2 quarters · filed 2026-07-31 | $14.60B 10-Q · filed 2026-07-31 | |
| 2025-03-29 | $4.73B 10-Q · filed 2026-05-01 | $9.83B 10-Q · filed 2026-05-01 | ||
| 2024-12-28 | $5.10B 10-Q · filed 2026-01-30 | |||
| 2024-09-28 | $18.64B 10-K · filed 2025-10-31 | |||
| 2023-09-30 | $18.26B 10-K · filed 2025-10-31 |
Filed breakdowns
Every figure the company filed for this line item by segment, product, region, program or other breakdown, as tagged in its 10-Q and 10-K XBRL; one table per breakdown, latest filing for each period.
By Consolidation item × Segment
| Period end | Operating Segments · Americas Segment | Operating Segments · Europe Segment | Operating Segments · Greater China Segment | Operating Segments · Japan Segment | Operating Segments · Rest of Asia Pacific Segment |
|---|---|---|---|---|---|
| 2026-06-27 9 month | $7.91B 10-Q · filed 2026-07-31 | $3.76B 10-Q · filed 2026-07-31 | $2.02B 10-Q · filed 2026-07-31 | $824.00M 10-Q · filed 2026-07-31 | $1.12B 10-Q · filed 2026-07-31 |
| 2026-06-27 3 month | $2.57B 10-Q · filed 2026-07-31 | $1.22B 10-Q · filed 2026-07-31 | $639.00M 10-Q · filed 2026-07-31 | $240.00M 10-Q · filed 2026-07-31 | $362.00M 10-Q · filed 2026-07-31 |
| 2026-03-28 6 month | $5.33B 10-Q · filed 2026-05-01 | $2.54B 10-Q · filed 2026-05-01 | $1.38B 10-Q · filed 2026-05-01 | $584.00M 10-Q · filed 2026-05-01 | $760.00M 10-Q · filed 2026-05-01 |
| 2026-03-28 3 month | $2.61B 10-Q · filed 2026-05-01 | $1.25B 10-Q · filed 2026-05-01 | $675.00M 10-Q · filed 2026-05-01 | $295.00M 10-Q · filed 2026-05-01 | $378.00M 10-Q · filed 2026-05-01 |
| 2025-12-27 3 month | $2.73B 10-Q · filed 2026-01-30 | $1.29B 10-Q · filed 2026-01-30 | $704.00M 10-Q · filed 2026-01-30 | $289.00M 10-Q · filed 2026-01-30 | $382.00M 10-Q · filed 2026-01-30 |
| 2025-09-27 12 month | $10.17B 10-K · filed 2025-10-31 | $4.68B 10-K · filed 2025-10-31 | $2.32B 10-K · filed 2025-10-31 | $969.00M 10-K · filed 2025-10-31 | $1.39B 10-K · filed 2025-10-31 |
| 2025-06-28 9 month | $7.60B 10-Q · filed 2026-07-31 | $3.46B 10-Q · filed 2026-07-31 | $1.75B 10-Q · filed 2026-07-31 | $749.00M 10-Q · filed 2026-07-31 | $1.04B 10-Q · filed 2026-07-31 |
| 2025-06-28 3 month | $2.51B 10-Q · filed 2026-07-31 | $1.13B 10-Q · filed 2026-07-31 | $577.00M 10-Q · filed 2026-07-31 | $215.00M 10-Q · filed 2026-07-31 | $330.00M 10-Q · filed 2026-07-31 |
| 2025-03-29 6 month | $5.09B 10-Q · filed 2026-05-01 | $2.32B 10-Q · filed 2026-05-01 | $1.18B 10-Q · filed 2026-05-01 | $534.00M 10-Q · filed 2026-05-01 | $707.00M 10-Q · filed 2026-05-01 |
| 2025-03-29 3 month | $2.45B 10-Q · filed 2026-05-01 | $1.11B 10-Q · filed 2026-05-01 | $582.00M 10-Q · filed 2026-05-01 | $254.00M 10-Q · filed 2026-05-01 | $335.00M 10-Q · filed 2026-05-01 |
| 2024-12-28 3 month | $2.64B 10-Q · filed 2026-01-30 | $1.21B 10-Q · filed 2026-01-30 | $594.00M 10-Q · filed 2026-01-30 | $280.00M 10-Q · filed 2026-01-30 | $372.00M 10-Q · filed 2026-01-30 |
| 2024-09-28 12 month | $9.80B 10-K · filed 2025-10-31 | $4.34B 10-K · filed 2025-10-31 | $2.35B 10-K · filed 2025-10-31 | $854.00M 10-K · filed 2025-10-31 | $1.29B 10-K · filed 2025-10-31 |
| 2023-09-30 12 month | $9.66B 10-K · filed 2025-10-31 | $4.09B 10-K · filed 2025-10-31 | $2.44B 10-K · filed 2025-10-31 | $827.00M 10-K · filed 2025-10-31 | $1.24B 10-K · filed 2025-10-31 |