Apple 2014 Annual Report Download - page 32

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Americas
The following table presents Americas net sales information for 2014, 2013 and 2012 (dollars in millions):
2014 Change 2013 Change 2012
Net sales $65,232 4% $62,739 9% $57,512
Percentage of total net sales 36% 37% 37%
The growth in the Americas segment in 2014 was due to increased net sales of iPhone, Mac and iTunes, Software and
Services that were partially offset by a decline in net sales of iPod and iPad and weakness in foreign currencies relative to the
U.S. dollar compared to 2013. iPhone growth resulted primarily from the successful introduction of iPhone 5s and 5c in
September 2013 and the successful launch of iPhone 6 and 6 Plus in September 2014. Mac growth was driven primarily by
increased net sales and unit sales of MacBook Air and Mac Pro.
The growth in the Americas segment net sales during 2013 was driven by increased sales of iPhone following the introduction
of iPhone 5 in September 2012 and iPhone 5s and 5c in September 2013, increased sales from the iTunes Store, and
increased sales of iPad, particularly iPad mini. These increases were partially offset by a decrease in net sales of iPod and Mac
and a decline in iPad ASPs.
Europe
The following table presents Europe net sales information for 2014, 2013 and 2012 (dollars in millions):
2014 Change 2013 Change 2012
Net sales $40,929 8% $37,883 4% $36,323
Percentage of total net sales 22% 22% 23%
The growth in the Europe segment in 2014 was due to increased net sales of iPhone, Mac and iTunes, Software and Services,
as well as strength in European currencies relative to the U.S. dollar, partially offset by a decline in net sales of both iPad and
iPod. iPhone growth resulted primarily from the successful introduction of iPhone 5s and 5c in the second half of calendar 2013
and the successful launch of iPhone 6 and 6 Plus in over 20 countries in Europe in September 2014. Mac growth was driven
primarily by increased net sales and unit sales of MacBook Air, MacBook Pro and Mac Pro.
The growth in net sales in the Europe segment during 2013 was primarily driven by increased sales of iPhone, iPad and higher
net sales from iTunes. These increases were partially offset by decreases in net sales of Mac and iPod and a decline in iPad
ASPs. Net sales in the Europe segment continued to be negatively impacted by unfavorable economic conditions in parts of
the region reflected by second half 2013 net sales falling 4% compared to the second half of 2012, which followed an 11%
increase in net sales during the first half of 2013.
Greater China
The following table presents Greater China net sales information for 2014, 2013 and 2012 (dollars in millions):
2014 Change 2013 Change 2012
Net sales $29,846 17% $25,417 13% $22,533
Percentage of total net sales 16% 15% 14%
The Greater China segment experienced year-over-year growth in net sales in 2014 that was significantly higher than the
growth rate for the Company overall. Greater China growth was driven by higher unit sales and net sales of all major product
categories except iPod, in addition to higher net sales of iTunes, Software and Services. Growth in net sales and unit sales of
iPhone was especially strong, driven by the successful launch of iPhone 5s and 5c in Mainland China and Hong Kong in
September 2013, the successful launch of iPhone 6 and 6 Plus in Hong Kong in September 2014, increased demand for the
Company’s entry-priced iPhones and the addition of a significant new carrier in the second quarter of 2014.
Apple Inc. | 2014 Form 10-K | 30