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Apple generated $416 billion in total net sales in 2025. Of that total, $307 billion (about 74% of total revenue) came directly from their hardware ecosystem. The services segment generated the remaining $109 billion (26%); including their advertising platforms, AppleCare, cloud services, and Apple TV...

Seems like their advertising might not be a focus...

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When you’re that big, it’s all a focus. Keeping the growth going is job 1 and you need all cylinders firing to do it.

services are growing 10%+ per year

"Services" includes everything from iCloud storage to AppleCare to Apple Card to Apple Music & Apple TV subscriptions.

Services growth is only tracking slightly ahead of installed base growth. One theory of Services was that it would grow high-margin business organically alongside the growth of the installed base. More iPhone users => more iCloud subscriptions. Notably, this growth rate is roughly predictable even without ads being a factor.

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