Yearly Results
# the excess of the Retail segment’s cost of sales over the Company’s standard cost of sales for products sold through the Retail segment. |
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Quarterly Results
The first retail store opened during the first quarter of 2001, but sales and other figures were included in the "Other net sales" segment,
and weren't fully reported until the 4th quarter of 2001. The Retail segment sales have generally increased each quarter, and the segment's
profit/loss line has slowly crept upward, interrupted by a few "hiccups." The retail segment experienced its first profit in the 4th quarter of fiscal 2003,
and reached its highest sales in Q1 2008.
Accounting Change: Prior to Q3 2007, Apple stated its Retail Segment profit/loss according to how much money the operation makes above expenses, based on paying the same amount as
other ordinary retailers for merchandise (authorized resellers). Apple states its "manufacturing profit" as the additional amount of money made as profit based on the wholesale
cost of items "sold" to its own retail stores, less the manufacturing costs. Starting with the third quarter of 2007, Apple no longer uses that accounting policy, but basically reports
all revenue it generates based on actual costs. Apple also changed its policies for revenue accounting for AppleCare and .Mac products. Previously, sales of AppleCare and .Mac
were taken as revenue immediately upon sale. Now Apple will account for the revenue over the life of the agreements, usually two years for AppleCare and one year for .Mac service.


You can see that store visitors and average per-store revenues vary according to the season, with the holiday seasons especially busy.

CPU sales have been picking up substantially in the last two years in general, but especially at Apple's retail stores. Personnel numbers have gone up with the number of stores.

Generally higher as the years go along, but varies greatly according to what types of stores
are opening during each quarter--mall stores, those along streets, or high-profile stores.