Apple
Maker of the iPhone and Mac, and the American company that earns most of the profit in the global phone business.
8 figures on Apple, drawn from 4 Modern MBA case studies.
The figures
US dollars5
| Against its own chart | |||
|---|---|---|---|
| Market capitalization of the world's most valuable companies in 2024 | $3,358B | 1st of 10 · top $3,358B | Why Ozempic is so expensive |
| Revenue, operating income and AI capital expenditure at the five companies funding the boom · Revenue | $416B | 2nd of 5 · top $639B | Why the AI boom is the dot-com bubble again |
| Annual revenue in billions, 2023–24 | $391B | 2nd of 9 · top $648B | Why self-checkout didn't replace cashiers |
| Value of $1,000 invested in 2010 and held to 2019 | $9,781 | 3rd of 7 · top $41,255 | Why self-checkout didn't replace cashiers |
| Revenue, operating income and AI capital expenditure at the five companies funding the boom · AI capital expenditure | −$13B | 1st of 5 · worst −$125B | Why the AI boom is the dot-com bubble again |
Percentages3
| Against its own chart | |||
|---|---|---|---|
| Gross margins of technology companies against retailers, 2019 | 39% | 6th of 10 · top 82% | Why self-checkout didn't replace cashiers |
| Annual operating margins of the leading tech companies · 2016 | 28% | 2nd of 4 · top 45% | Why AI is just big data again |
| Annual operating margins of the leading tech companies · 2009 | 27% | 4th of 4 · top 35% | Why AI is just big data again |
Case studies covering Apple
Case study — TechnologyWhy the AI boom is the dot-com bubble againDifferent technology, same house of cards — and this time the pump happened in private, where nothing is marked to market.10 min read
Case study — ServicesWhy Ozempic is so expensiveThe same two companies that quintupled the price of insulin now want obesity classified as a disease.16 min read
Case study — Retail & brandsWhy self-checkout didn't replace cashiersAmazon's cashierless store was a thousand people in India watching cameras. Every retailer copied it anyway.15 min read
Case study — TechnologyWhy AI is just big data againBig data was sold for a decade and produced nothing. The same players are running the identical playbook with AI.15 min read