Apple's total net sales for fiscal year 2024 amounted to $391.0 billion, reflecting a 2% year-over-year increase compared to $383.3 billion in 2023. This growth was driven by higher net sales in Services and certain product categories, despite challenges in some regions and product lines.

Segment operating income for 2024 was $162.0 billion, up from $150.9 billion in 2023, representing a 7.4% increase. After accounting for research and development expenses and other costs, the total operating income reached $123.2 billion, a 7.8% increase from $114.3 billion in 2023. This indicates improved operational efficiency and profitability.

Net income for 2024 was $93.7 billion, a slight decline from $97.0 billion in 2023. This resulted in basic earnings per share (EPS) of $6.11 and diluted EPS of $6.08, compared to $6.16 and $6.13, respectively, in 2023. The decline in net income reflects increased costs and share repurchase activities, which reduced the number of outstanding shares.

Revenue by product category showed mixed performance in 2024:

• iPhone sales were relatively flat at $201.2 billion.
• Mac sales increased by 2% to $30.0 billion, driven by higher laptop sales.
• iPad sales declined by 6% to $26.7 billion, primarily due to lower sales of iPad Pro and entry-level models.
• Wearables, Home, and Accessories sales fell by 7% to $37.0 billion, reflecting weaker demand for these products.
• Services revenue grew by 13% to $96.2 billion, supported by higher sales from advertising, the App Store, and cloud services.

Regional performance in 2024 highlighted varying trends:

• Americas: Sales increased by 3% to $167.0 billion, driven by higher Services revenue.
• Europe: Sales grew by 7% to $101.3 billion, supported by strong iPhone and Services sales.
• Greater China: Sales declined by 8% to $67.0 billion, impacted by lower iPhone and iPad sales and currency headwinds.
• Japan: Sales rose by 3% to $25.1 billion, despite unfavorable currency effects.
• Rest of Asia Pacific: Sales increased by 4% to $30.7 billion, driven by Services growth.

Apple's shareholder returns in 2024 were significant, with $95.0 billion spent on share repurchases and $15.2 billion paid in dividends. The company also announced a new $110 billion share repurchase program and increased its quarterly dividend to $0.25 per share starting in May 2024. These actions underscore Apple's commitment to returning value to shareholders.

Apple's total shareholders' equity decreased to $56.95 billion at the end of 2024, down from $62.15 billion in 2023. This decline was primarily due to substantial share repurchases and dividend payments, which outweighed the net income generated during the year.

Macroeconomic conditions such as inflation, interest rates, and currency fluctuations had a material impact on Apple's financial performance in 2024. For example, currency weaknesses in Greater China, Japan, and other regions negatively affected sales, while inflationary pressures likely influenced costs.

Apple's product and service launches in 2024 included significant updates such as the iPhone 16 series, Apple Watch Series 10, and AirPods 4, as well as new MacBook and iPad models. These launches reflect Apple's ongoing innovation and efforts to sustain consumer interest across its product ecosystem.