Missing data, reported honestly

“How much revenue does Apple’s App Store generate each year?”

The 10-K doesn’t disclose it. The right answer says so.

Recorded September 30, 2026 · 4 steps · 1 SEC filings · real CLI output

Recorded agent sessionSeptember 30, 2026 · real CLI output

The answer

What the agent concluded

Apple’s 10-K does not disclose App Store revenue. Services is reported as one line ($109,158 million in FY2025), with no amount for the App Store or any other service.

Management names the App Store as one driver of Services growth, alongside advertising and cloud services, without sizing it. Reportable segments are geographic, so they don’t help either.

Any App Store figure would have to come from a third-party estimate. That would be a different kind of evidence, and it should be labelled as such rather than presented as a reported number.

Places checked4revenue note, report index, segments, MD&A
App Store amounts found0named once, never sized
Services, FY2025$109,158Mthe closest reported figure

The gap

What is — and isn’t — in the filing

Available
FY2025 Services net sales: $109,158 million (reported)
Missing
App Store revenue, for any year
Reason
Apple reports Services as a single revenue category and names its drivers without amounts.
Policy
Finance CLI returns what the filing contains. It does not interpolate, estimate or substitute a missing value.

Checks & caveats

What was verified, and what limits the answer

  • Not disclosed
    Revenue note

    Disaggregation lists iPhone, Mac, iPad, Wearables, Home and Accessories, and Services ($109,158M). No App Store line.

  • Not disclosed
    XBRL report index

    A search of every report title in the filing for “App Store” returned 0 reports.

  • Not disclosed
    Reportable segments

    Segments are geographic: Americas, Europe, Greater China, Japan, Rest of Asia Pacific.

  • Caveat
    MD&A names, doesn’t size

    Services net sales increased during 2025 compared to 2024 primarily due to higher net sales from advertising, the App Store and cloud services.

Agent trace

Every tool call, in order

  1. filings.reportLook for an App Store line in the revenue disaggregation note.
    finance filings.report accession=0000320193-25-000079 name="Revenue - Disaggregated Net Sales and Portion of Net Sales That Was Previously Deferred (Details)" --output json

    Five categories. Services $109,158M as a single line.

    Raw CLI output ↗
  2. filings.reportsSearch every XBRL report title in the filing for App Store.
    finance filings.reports accession=0000320193-25-000079 query="App Store" --output json

    0 matching reports.

    Raw CLI output ↗
  3. filings.reportCheck whether reportable segments split out the App Store.
    finance filings.report accession=0000320193-25-000079 name="Segment Information and Geographic Data - Information by Reportable Segment (Details)" --output json

    Segments: Americas, Europe, Greater China, Japan, Rest of Asia Pacific.

    Raw CLI output ↗
  4. filings.readCheck how management's discussion describes the App Store.
    finance filings.read accession=0000320193-25-000079 section=mda max_chars=60000 --output json

    App Store named as a growth driver. No amount.

    Raw CLI output ↗