What is Apple's greater china — sales & marketing?

Apple (AAPL) reported greater china — sales & marketing of $675M in Q1 2026.

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

Apple's greater china — sales & marketing increased by 16.0% year-over-year, from $582M to $675M.

What does greater china — sales & marketing mean?

Operating expenses incurred to promote products and manage sales operations within the Greater China region. This typically includes advertising costs, retail store operations, and compensation for sales personnel dedicated to this specific geographic market. It represents the company's investment in brand equity and customer acquisition within the region.

Apple AAPL Greater China — Sales & Marketing

Other segment segments

Americas

$2.61B+6.5%

Europe

$1.25B+12.0%

Rest of Asia Pacific

$378M+12.8%

Japan

$295M+16.1%

Similar metrics at other companies

VTRSGreater China — Selling, general and administration

$111.9M+1.7%

VTRSGreater China — Cost of Sales

$70.9M+16.6%

LULUChina Mainland — Selling, general and administrative expenses

$111.21M+35.0%

QDELChina — Selling, marketing and administrative

$10.5M-0.9%

NATRChina — SG&A

$4.2M+44.8%

MARGreater China — G&A

$12M0.0%

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 greater china — sales & marketing?: Apple (AAPL) reported greater china — sales & marketing of $675M in Q1 2026.
How has Apple's greater china — sales & marketing changed year-over-year?: Apple's greater china — sales & marketing increased by 16.0% year-over-year, from $582M to $675M.
What does greater china — sales & marketing mean?: Operating expenses incurred to promote products and manage sales operations within the Greater China region. This typically includes advertising costs, retail store operations, and compensation for sales personnel dedicated to this specific geographic market. It represents the company's investment in brand equity and customer acquisition within the region.