Apple shows how to increase sales | KPMG | NL
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Apple shows how to increase sales by 500 per cent in five years' time

Apple shows how to increase sales

New markets, new opportunities


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In 2014 Apple generated more than USD 100 billion in iPhone sales. In 2009 sales was stuck at USD 6.7 billion. What happened in five years’ time?

The sales figures for 2009 and 2014 clearly show what happened.

  2009 2014 Change in %
Total 36.537 182.795 500 %
Mac 13.780 24.079 174 %
iPod 8.091 2.286 -71 %
iPad 0 30.283  
iPhone 6.754 101.991 1551 %
iTunes 6.442 18.063 280 %


Apple’s revenue. 2009 vs. 2014 amounts in USD millions.

In 2009, the Mac was Apple’s flagship product, but  with the introduction of the 3GS in 2009 iPhone sales increased. There was also a remarkable growth in the sales of iTunes, software and services, an increase of 280 percent. 

Kill your darlings

Apple is a classic example of the Creative Destruction theory. This theory was developed in 1942 by Joseph Schumpeter, an Austrian economist. The theory suggests that organisations that survive are those that invent new ways to make their current products redundant. Organizations that believe in their product or service for too long are doomed.

VIDEO: Creative Destruction & The Law of Innovating Large Firms

The rise of the iPhone spelled the demise of Nokia. But also of the iPod, which Steve Jobs introduced passionately in 2001. The iPad paved the way for the tablet industry. At the 2010 launch of the iPad, Steve Jobs predicted the death of the PC. According to Gartner the tipping point was last year.

Apple is more than hardware

Meanwhile, besides the launch of the iPad and skyrocketing sales of the iPhone, Apple’s success lies in its software sales. Apple knows that it can not only rely on hardware. In 2009, about two billion people downloaded 100,000 apps from the AppStore. Five years later, it had 1.2 million apps with 7.5 billion downloads.

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