Apple, the company founded by Steve Jobs, has released its financial results for the third fiscal quarter of 2025, surprising analysts and investors by reporting a significant increase in sales and profits. Leading the performance is its flagship product, the iPhone, whose demand remained strong even in a complex global environment marked by tensions caused by Donald Trump’s tariffs and new technological investments.
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How much did Apple earn in the third quarter of 2025?
Apple reported total revenue of $94.036 billion, representing a 9.6% increase compared to the same period last year. Net income reached $23.434 billion, with diluted earnings per share of $1.57, exceeding Wall Street projections of $1.43 per share.
“We’re really proud of our results for the June quarter,” said Tim Cook, Apple’s CEO, during the call with analysts. He also noted that growth was “better than we expected,” with advances in nearly all regions where the company operates.
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At the end of the quarter, Apple held $36.269 billion in cash and equivalents, an improvement over the $29.943 billion reported in September 2024. However, total assets decreased to $331.495 billion, reflecting a more conservative strategy.
Share repurchases were also reduced by $10 billion, a move that analysts interpret as a way to free up cash to navigate a volatile environment.
What role did the iPhone play in Apple’s revenue?
The iPhone continues to be Apple’s primary revenue driver. During the quarter, sales of the iconic smartphone reached $44.582 billion, marking a year-over-year growth of 13.5%. This result not only surpassed analysts’ projections of $40.060 billion but also reflects the momentum of consumers who made early purchases in anticipation of potential price hikes due to new tariffs.
“We saw evidence in the early part of the quarter, specifically, of some pull-ahead related to the tariff announcements,” Cook explained in an interview with Reuters. In addition, a noteworthy milestone: the number of active iPhone users hit an all-time high across every region worldwide.
What were Apple’s services revenues?
The Services division, which includes platforms like iCloud, Apple Music, App Store, and Apple TV+, also reached an all-time high. In total, this business line generated $27.423 billion, representing a 13.2% increase over the same period last year.
Cook highlighted that “Apple TV+ received 81 Emmy nominations,” especially praising the series “Severance”, which led the pack with 27 nominations. In total, the platform has now earned 585 awards, strengthening its position within the competitive streaming market.
How did tariffs impact Apple’s financial performance?
One of the key challenges for Apple this quarter was the impact of tariffs imposed by the U.S. government. According to Tim Cook, tariffs represented $800 million in costs during the quarter and could rise to $1.1 billion in the next period.
Despite this, Apple managed to mitigate negative effects thanks to its manufacturing diversification strategy. The company has shifted part of its iPhone production to India and has begun manufacturing Macs and Apple Watches in Vietnam, thus reducing its reliance on China.
Where did Apple grow the most geographically?
Apple showed growth in all regions during the third fiscal quarter of 2025. Key figures include:
- Americas: $41.198 billion (↑9.3%)
- Europe: $24.014 billion (↑9.7%)
- China: $15.369 billion (↑4.4%)
- Japan: $5.782 billion (↑13.4%)
- Rest of Asia-Pacific: $7.673 billion (↑20%)
The case of China is particularly noteworthy, as Apple managed to reverse the decline recorded in the previous quarter, despite facing hurdles such as delays in the approval of artificial intelligence features for its devices in that market.
What is Apple’s strategy in artificial intelligence?
During the analyst call, Tim Cook reiterated the importance of artificial intelligence in Apple’s investment plans. “We’re making good progress on a more personalized Siri, and as we’ve said before, we expect to release these features next year,” he confirmed.
Cook also emphasized that “we see AI as one of the most profound technologies of our lifetime,” highlighting that it will be one of the company’s primary capital expenditure drivers in the upcoming quarters.
Apple Manufacturing Academy
In line with its commitment to strengthen domestic manufacturing—a narrative strongly supported by President Donald Trump—Apple announced a $500 million investment in MP Materials, a U.S.-based company specializing in rare earth materials. Additionally, it will open the Apple Manufacturing Academy in Detroit, in collaboration with Michigan State University, to train small and medium-sized businesses in advanced manufacturing and smart technology practices.
