Segment Information and Geographic Data (Tables)

12 Months Ended

Sep. 24, 2011

Summary Information by Operating Segment

Summary information by operating segment for the three years ended September 24, 2011 is as follows (in millions):

	2011		2010		2009
Americas:
Net sales	$	38,315	$	24,498	$	18,981
Operating income	$	13,538	$	7,590	$	6,658
Depreciation, amortization and accretion	$	15	$	12	$	12
Segment assets (a)	$	3,807	$	2,809	$	1,896
Europe:
Net sales	$	27,778	$	18,692	$	11,810
Operating income	$	11,528	$	7,524	$	4,296
Depreciation, amortization and accretion	$	9	$	9	$	7
Segment assets	$	2,985	$	1,926	$	1,352
Japan:
Net sales	$	5,437	$	3,981	$	2,279
Operating income	$	2,481	$	1,846	$	961
Depreciation, amortization and accretion	$	3	$	3	$	2
Segment assets	$	804	$	991	$	483
Asia-Pacific:
Net sales	$	22,592	$	8,256	$	3,179
Operating income	$	9,587	$	3,647	$	1,100
Depreciation, amortization and accretion	$	3	$	3	$	3
Segment assets	$	1,913	$	1,622	$	529
Retail:
Net sales	$	14,127	$	9,798	$	6,656
Operating income	$	3,344	$	2,364	$	1,677
Depreciation, amortization and accretion (b)	$	223	$	163	$	146
Segment assets (b)	$	2,940	$	1,829	$	1,344

(a) The Americas asset figures do not include fixed assets held in the U.S. Such fixed assets are not allocated specifically to the Americas segment and are included in the corporate and Retail assets figures below.

(b) Retail segment depreciation and asset figures reflect the cost and related depreciation of its retail stores and related infrastructure.

Reconciliation of Segment Operating Income and Assets to the Consolidated Financial Statements

A reconciliation of the Company’s segment operating income and assets to the consolidated financial statements for the three years ended September 24, 2011 is as follows (in millions):

	2011			2010			2009
Segment operating income	$	40,478		$	22,971		$	14,692
Other corporate expenses, net (a)		(5,520	)		(3,707	)		(2,242	)
Share-based compensation expense		(1,168	)		(879	)		(710	)
Total operating income	$	33,790		$	18,385		$	11,740
Segment assets	$	12,449		$	9,177		$	5,604
Corporate assets		103,922			66,006			41,897
Consolidated assets	$	116,371		$	75,183		$	47,501
Segment depreciation, amortization and accretion	$	253		$	190		$	170
Corporate depreciation, amortization and accretion		1,561			837			564
Consolidated depreciation, amortization and accretion	$	1,814		$	1,027		$	734

(a) Other corporate expenses include research and development, corporate marketing expenses, manufacturing costs and variances not included in standard costs, and other separately managed general and administrative expenses, including certain corporate expenses associated with support of the Retail segment.

Net Sales and Long-Lived Assets

Net sales for the three years ended September 24, 2011 and long-lived assets as of September 24, 2011, September 25, 2010 and September 26, 2009 are as follows (in millions):

	2011		2010		2009
Net sales:
U.S.	$	41,812	$	28,633	$	22,325
China (a)		12,472		2,764		769
Other countries		53,965		33,828		19,811
Total net sales	$	108,249	$	65,225	$	42,905
Long-lived assets:
U.S.	$	4,375	$	3,096	$	2,348
China (a)		2,613		1,245		365
Other countries		1,090		661		480
Total long-lived assets	$	8,078	$	5,002	$	3,193

(a) China includes Hong Kong. Long-lived assets located in China consist primarily of product tooling and manufacturing process equipment and assets related to retail stores and related infrastructure.

Net Sales by Product

Information regarding net sales by product for the three years ended September 24, 2011, is as follows (in millions):

	2011		2010		2009
Desktops (a)	$	6,439	$	6,201	$	4,324
Portables (b)		15,344		11,278		9,535
Total Mac net sales		21,783		17,479		13,859
iPod		7,453		8,274		8,091
Other music related products and services (c)		6,314		4,948		4,036
iPhone and related products and services (d)		47,057		25,179		13,033
iPad and related products and services (e)		20,358		4,958		0
Peripherals and other hardware (f)		2,330		1,814		1,475
Software, service and other net sales (g)		2,954		2,573		2,411
Total net sales	$	108,249	$	65,225	$	42,905

(a) Includes iMac, Mac mini, Mac Pro and Xserve product lines.

(b) Includes MacBook, MacBook Air and MacBook Pro product lines.

(c) Includes sales from the iTunes Store, App Store, and iBookstore in addition to sales of iPod services and Apple-branded and third-party iPod accessories.

(d) Includes revenue recognized from iPhone sales, carrier agreements, services, and Apple-branded and third-party iPhone accessories.

(e) Includes revenue recognized from iPad sales, services and Apple-branded and third-party iPad accessories.

(f) Includes sales of displays, wireless connectivity and networking solutions, and other hardware accessories.

(g) Includes sales from the Mac App Store in addition to sales of other Apple-branded and third-party Mac software and Mac and Internet services.