Selling and Marketing Expense of Apple Inc. from 30 Sep 2023 to 27 Dec 2025

Taxonomy & unit
us-gaap: USD
Description
The aggregate total amount of expenses directly related to the marketing or selling of products or services.
Summary
Apple Inc. quarterly and annual Selling and Marketing Expense in USD history and change rate from 30 Sep 2023 to 27 Dec 2025.
  • Apple Inc. Selling and Marketing Expense for the quarter ending 27 Dec 2025 was $5,397,000,000, a 5.8% increase year-over-year.
  • Apple Inc. annual Selling and Marketing Expense for 2025 was $19,524,000,000, a 4.7% increase from 2024.
  • Apple Inc. annual Selling and Marketing Expense for 2024 was $18,639,000,000, a 2.1% increase from 2023.
Source SEC data
View on sec.gov
Selling and Marketing Expense, Quarterly (USD)
Selling and Marketing Expense, YoY Quarterly Change (%)
Selling and Marketing Expense, Annual (USD)
Selling and Marketing Expense, YoY Annual Change (%)

Apple Inc. Quarterly Selling and Marketing Expense (USD)

Period TTM Value Value YoY Chg Change % Start Date End Date Report Filed Fiscal Year Fiscal Period
Q4 2025 $5,397,000,000 +$296,000,000 +5.8% 28 Sep 2025 27 Dec 2025 10-Q 30 Jan 2026 2026 Q1
Q4 2024 $5,101,000,000 29 Sep 2024 28 Dec 2024 10-Q 30 Jan 2026 2026 Q1

Apple Inc. Annual Selling and Marketing Expense (USD)

Period Value YoY Chg Change % Start Date End Date Report Filed Fiscal Year Fiscal Period
2025 $19,524,000,000 +$885,000,000 +4.7% 29 Sep 2024 27 Sep 2025 10-K 31 Oct 2025 2025 FY
2024 $18,639,000,000 +$379,000,000 +2.1% 01 Oct 2023 28 Sep 2024 10-K 31 Oct 2025 2025 FY
2023 $18,260,000,000 25 Sep 2022 30 Sep 2023 10-K 31 Oct 2025 2025 FY
* An asterisk sign (*) next to the value indicates that the value is likely invalid.