Apple figures: Profit high, penalty tariff effect still small, iPhone doing well

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Apple presented its quarterly figures for the second quarter from April to June 2025 on Thursday evening. The iPhone company managed to earn well despite unstable trading conditions. Record figures were reported for consolidated revenue, iPhone revenue and earnings per diluted share (EPS). Sales totaled 94 billion US dollars in the three months, ten percent more than in the same quarter of the previous year.

Operating profit in the second quarter amounted to 28.20 billion dollars (+11%) and operating cash flow to 27.9 billion dollars (-3%). iPhone sales increased to 44.5 billion dollars (+13%).

8.5 percent more net profit

Net profit amounted to 23.43 billion dollars, 8.5% more than in the previous year. Apple's earnings per share now stand at 1.57 dollars per share, an increase of twelve percent.

Apple reported growth in its iPhone, Mac and services divisions – "around the world, in every geographic segment", according to CEO Tim Cook. He emphasized that he had presented "a beautiful new software design" at the WWDC developer conference, as well as "even more great Apple intelligence features". According to CFO Kevan Parekh, Apple has once again recorded an all-time high in the number of Apple devices in use –, also in all geographical segments and "across all product categories".

Apple still benefits from customs uncertainty –

Apple's costs are rising due to punitive customs duties. The company manufactures mainly in China and recently increasingly in India. US President Donald Trump would prefer iPhone production to be brought to the USA. Apple had announced that it expected additional costs of up to 900 million dollars per quarter. The sum turned out to be somewhat lower at 800 million. But things are set to get worse in the 3rd quarter: A whopping 1.1 billion dollars has been budgeted for customs and trade effects.

In this quarter, Apple was even able to benefit from the uncertainty: According to Cook, one percentage point of the increase in sales was due to "early purchases" as a result of the customs situation, he told US television station CNBC. Sales of the iPhone were almost five billion dollars higher than analysts had predicted. According to head of marketing Greg Joswiak, Apple has now sold three billion iPhones. According to Cook, there have never been more upgraders than now. The iPhone 16 is significantly more popular than the iPhone 15.

Mac and services up, iPad and wearables down

Mac sales landed at eight billion dollars, an increase of one billion. The services division (with content, App Store, iCloud and more) achieved a turnover of 27.4 billion dollars, an increase of over three billion dollars. In contrast, sales of the iPad (6.5 billion, a drop of almost 600 million dollars) and wearables plus accessories (including Apple Watch, 7.4 instead of 8 billion dollars in the previous year) were down.

According to Cook, Apple is making "good progress" with regard to AI, including with the postponed better Siri. The CEO can also imagine acquiring an AI company in order to accelerate development. This is not about "companies of a certain size". Apple's management also wants to invest more money and people in AI, as it is "one of the most profound technologies of our lives".

Apple announces a dividend of 26 US cents per share to be paid on August 14 – for all shareholders holding shares on August 11. Apple shares, which had fallen by 1.5 percent on Thursday before the quarterly figures, rose by 2.5 percent in post-market trading.

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