What is Apple's europe — sales & marketing?

Apple (AAPL) reported europe — sales & marketing of $1.25B in Q1 2026.

How has Apple's europe — sales & marketing changed year-over-year?

Apple's europe — sales & marketing increased by 12.0% year-over-year, from $1.11B to $1.25B.

What does europe — sales & marketing mean?

Direct expenditures for advertising, promotional activities, and sales force operations allocated to the European market. These costs represent the investment made to maintain brand equity and drive consumer traffic to retail and online stores within the region.

Apple AAPL Europe — Sales & Marketing

Other segment segments

Americas

$2.61B+6.5%

Greater China

$675M+16.0%

Rest of Asia Pacific

$378M+12.8%

Japan

$295M+16.1%

Similar metrics at other companies

AMCIEurope — Sales & Marketing

$47-100.0%

NTWKEurope Country — Sales & Marketing

$345.09K-12.7%

FOS

FOSLEurope — Marketing

$4.68M+24.7%

MDLZEurope — Selling, General and Administrative Expense

$634M+14.2%

AMRCEurope — Selling, general and administrative expenses

$6.33M+27.2%

EPAMEurope — Selling, general and administrative expenses

$80.7M+9.8%

Other financials

Income statement

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Revenue$111.18B+16.6%

Gross profit$54.8B+22.1%

Operating income$35.9B+21.3%

Net income$29.6B+19.4%

EPS (diluted)$2.01+21.8%

Balance sheet

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Cash & equivalents$45.6B+61.8%

Total debt$82.7B-10.3%

Total equity$106.49B+59.4%

Total assets$371.08B+12.0%

Cash flow

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Operating cash flow$28.7B+19.8%

CapEx$2.0B-35.8%

Free cash flow$26.7B+28.0%

Valuation

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Market cap$4.95T+54.8%

Enterprise value$4.99T+53.3%

P/E40.4×+8.2×

P/S11×+3.1×

Profitability

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Gross margin47.9%+1.2pp

Operating margin32.6%+0.8pp

Net margin27.2%+2.9pp

FCF margin28.6%+4.0pp

Returns & leverage

See full

Return on equity141.5%+3.5pp

Debt / equity0.8×-0.6×

Current ratio1.1×+0.2×

Where this comes from

Reported directly by Apple in its filing.

Tagged under the XBRL concept us-gaap:SellingAndMarketingExpense.

The official record: Apple’s 10-Q, filed May 1, 2026, on SEC EDGAR. View the filing →

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Questions, answered.

What is Apple's europe — sales & marketing?: Apple (AAPL) reported europe — sales & marketing of $1.25B in Q1 2026.
How has Apple's europe — sales & marketing changed year-over-year?: Apple's europe — sales & marketing increased by 12.0% year-over-year, from $1.11B to $1.25B.
What does europe — sales & marketing mean?: Direct expenditures for advertising, promotional activities, and sales force operations allocated to the European market. These costs represent the investment made to maintain brand equity and drive consumer traffic to retail and online stores within the region.