Research question
"What changed in Apple's 2024 revenue mix, Greater China sales, and research spending?"
A useful filing answer separates the reported figures from management's explanation and keeps the units, period, and source page attached.
Services drove the revenue mix shift
Apple reported $391.0 billion in total net sales for 2024, up 2%. Services net sales rose 13% to $96.2 billion, while iPhone net sales were relatively flat.
Apple 2024 Form 10-K, PDF pp. 25-26Greater China sales fell 8%
Greater China net sales declined to $67.0 billion. Apple attributed the decrease primarily to lower iPhone and iPad sales and noted an unfavorable currency impact.
Apple 2024 Form 10-K, PDF p. 25Research spending increased
Research and development expense rose 5% to $31.4 billion, equal to 8% of net sales. Apple said the increase was driven mainly by headcount-related expenses.
Apple 2024 Form 10-K, PDF p. 27
