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

Apple (AAPL) reported greater china — sales & marketing of $675.00M 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 $582.00M to $675.00M.

What does greater china — sales & marketing mean?

The money spent on advertising, retail stores, and sales staff to promote and sell products in Greater China.

Greater China — Sales & Marketing

Apple Greater China — Sales & Marketing decreased by 4.1% to $675.00M in Q1 2026 compared to the prior quarter. Year-over-year, this metric grew by 16.0%, from $582.00M to $675.00M.

Analysis

StatementSegment

CategoryEfficiency

SignalContext dependent

VolatilityStable

First reportedQ1 2023

Last reportedQ2 2026May 1, 2026

Rolls up toSales & Marketing

How to read this metric

Higher spending may indicate an aggressive push for market share or the launch of new product lines, while lower spending might suggest optimized marketing efficiency or a defensive posture.

Detailed definition

Operating expenses incurred to promote products and manage sales operations within the Greater China region. This typica...

Peer comparison

Equivalent to regional SG&A or localized marketing budgets for global retail and technology brands.

Metric ID: aapl_segment_greater_china_selling_and_marketing_expense

Historical Data

12 periods

	Q1 '23	Q2 '23	Q3 '23	Q4 '23	Q1 '24	Q2 '24	Q3 '24	Q4 '24	Q1 '25	Q2 '25	Q1 '26	Q2 '26
Value	$611.00M	$611.00M	$611.00M	$611.00M	$587.75M	$587.75M	$587.75M	$587.75M	$594.00M	$582.00M	$704.00M	$675.00M
QoQ Change	—	+0.0%	+0.0%	+0.0%	-3.8%	+0.0%	+0.0%	+0.0%	+1.1%	-2.0%	+21.0%	-4.1%
YoY Change	—	—	—	—	-3.8%	-3.8%	-3.8%	-3.8%	+1.1%	-1.0%	+18.5%	+16.0%

Range$582.00M – $704.00M

CAGR+3.7%

Avg YoY Growth+2.4%

Median YoY Growth-2.4%

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Frequently Asked Questions

What is Apple's greater china — sales & marketing?: Apple (AAPL) reported greater china — sales & marketing of $675.00M 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 $582.00M to $675.00M.
What does greater china — sales & marketing mean?: The money spent on advertising, retail stores, and sales staff to promote and sell products in Greater China.