Apple’s Q1 2024 report inspired a new Sankey diagram, diving into the revenue and expenses with a focus on the iPhone’s cost of goods sold (COGS). While many have produced Apple P&L Sankeys before, I aimed to add a unique layer of insight.
Revenue Overview: The iPhone is the key revenue driver, contributing a substantial $69.7B to Apple’s top line and playing a crucial role in the overall gross profit of $54.9B.
Component Breakdown: To add more depth, I used publicly available sources that sell and repair iPhone components. By taking their prices, I distributed these costs within the total iPhone COGS figure reported by Apple: – A17 Bionic Chip: ~30% – Display: ~23% – 5x Telephoto Camera System: ~16% – Titanium Frame: ~12% – Other components like memory, modem, sensors, and battery complete the breakdown.
It’s important to note that these costs are not directly reported by Apple but are assumptions based on available market data, providing an estimation of where Apple’s investments flow in their flagship product.
iphone gross is 69.7B not M
I did not expect the iphone’s battery to be so cheap relative to other components
Thats kind of interesting I thought the markup on the Iphone was at least 300%.
Should use more of their profit for r&d. It’s not really getting anywhere the last, idk, 10 years
No COGS on the other revenue?
how much is marketing budget
I understand the point is to tie the numbers back to reported figures, but given the relative weight of iPhone, I think it will be cool to do focus on iPhone costs per unit, including proportionate Opex and taxes. It will be very intuitive to compare the costs per component relatively to the cost of device, which everyone knows.
Apple spends more in iPhone components annually than NASA’s annual budget.
Finally a sankey I’m somewhat interested in. I don’t understand what “cost of revenue” at the bottom is.
![[OC] Apple Q1 sankey & iPhone COGS breakdown](https://www.europesays.com/wp-content/uploads/2024/10/wr169io6tctd1-1920x1024.png)
13 comments
Source: [https://www.apple.com/newsroom/2024/02/apple-reports-first-quarter-results/](https://www.apple.com/newsroom/2024/02/apple-reports-first-quarter-results/)
Tools: Power Bi & Canva
Apple’s Q1 2024 report inspired a new Sankey diagram, diving into the revenue and expenses with a focus on the iPhone’s cost of goods sold (COGS). While many have produced Apple P&L Sankeys before, I aimed to add a unique layer of insight.
Revenue Overview: The iPhone is the key revenue driver, contributing a substantial $69.7B to Apple’s top line and playing a crucial role in the overall gross profit of $54.9B.
Component Breakdown: To add more depth, I used publicly available sources that sell and repair iPhone components. By taking their prices, I distributed these costs within the total iPhone COGS figure reported by Apple:
– A17 Bionic Chip: ~30%
– Display: ~23%
– 5x Telephoto Camera System: ~16%
– Titanium Frame: ~12%
– Other components like memory, modem, sensors, and battery complete the breakdown.
It’s important to note that these costs are not directly reported by Apple but are assumptions based on available market data, providing an estimation of where Apple’s investments flow in their flagship product.
iphone gross is 69.7B not M
I did not expect the iphone’s battery to be so cheap relative to other components
Thats kind of interesting I thought the markup on the Iphone was at least 300%.
Should use more of their profit for r&d. It’s not really getting anywhere the last, idk, 10 years
No COGS on the other revenue?
how much is marketing budget
I understand the point is to tie the numbers back to reported figures, but given the relative weight of iPhone, I think it will be cool to do focus on iPhone costs per unit, including proportionate Opex and taxes. It will be very intuitive to compare the costs per component relatively to the cost of device, which everyone knows.
Apple spends more in iPhone components annually than NASA’s annual budget.
Finally a sankey I’m somewhat interested in. I don’t understand what “cost of revenue” at the bottom is.
So Apple is paying ~15% income tax.
This graph haunts me…
” Came in a fluffer”
$118B in income, $6.4B in taxes?
How do I get an 5% tax rate for myself?