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Apple Profit Contribution, By Product

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CY 2007CY 2008CY 2009CY 2010CY 2011CY 2012ECY 2013ECY 2014E

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TOTAL REVENUE$27,885$38,941$46,708$74,607$127,841$163,563$195,501$250,634

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Change60%71%28%20%28%

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Gross Profit$9,333$14,300$19,126$27,895$54,223$70,952$81,168$104,001

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Percent33%37%41%37%42%43%42%41%

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iPHONE REVENUE$1,666$8,646$15,671$30,069$61,006$82,600$103,006$137,605

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Change419%81%92%103%35%25%34%

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Percent of Total6%22%34%40%48%51%53%55%

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iPhone Gross Profit$883$4,582$8,306$15,937$32,333$43,778$52,533$67,426

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iPhone Gross Margin53%53%53%53%53%53%51%49%

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Percent of Total Gross Profit9%32%43%57%60%62%65%65%

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iPAD REVENUE$0$0$0$9,566$24,903$37,313$45,432$61,533

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Change160%50%22%35%

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Percent of Total0%0%0%13%19%23%23%25%

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iPad Gross Profit$0$0$0$2,678$6,973$10,448$11,812$15,383

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iPad Gross Margin28%28%28%28%28%28%26%25%

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Percent of Total Gross Profit0%0%0%10%13%15%15%15%

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MAC and OTHER REVENUE$26,219$30,295$31,037$34,972$41,932$43,650$47,063$51,496

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Change16%2%13%20%4%8%9%

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Percent of Total94%78%66%47%33%27%24%21%

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Mac And Other Gross Profit$8,450$9,718$10,820$9,280$14,917$16,726$16,823$21,191

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Mac and Other Gross Margin32%32%35%27%36%38%36%41%

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Percent of Total Gross Profit91%68%57%33%28%24%21%20%

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Source: Apple filings, Piper Jaffray, Business Insider estimates.