Apple Reports $3.07 Billion Profit for Q2 2010, Best Non-Holiday Quarter Ever - MacRumors
Skip to Content

Apple Reports $3.07 Billion Profit for Q2 2010, Best Non-Holiday Quarter Ever

121055 apple logo

Apple today announced financial results for the first calendar quarter and second fiscal quarter of 2010. For the quarter, Apple posted revenue of $13.50 billion and net quarterly profit of $3.07 billion, or $3.33 per diluted share, compared to revenue of $9.08 billion and net quarterly profit of $1.62 billion, or $1.79 per diluted share, in the year-ago quarter. Gross margin was 41.7 percent, compared to 39.9 percent in the year-ago quarter, and international sales accounted for 58 percent of the quarter's revenue. The numbers represent the best non-holiday quarterly revenue and earnings in Apple history.

Apple shipped 2.94 million Macintosh computers during the quarter, a unit increase of 33 percent over the year-ago quarter. Quarterly iPhone unit sales reached 8.75 million, up 131 percent from the year-ago quarter, and the company also sold 10.89 million iPods during the quarter, representing 1 percent unit decline over the year-ago quarter.

"We're thrilled to report our best non-holiday quarter ever, with revenues up 49 percent and profits up 90 percent," said Steve Jobs, Apple's CEO. "We've launched our revolutionary new iPad and users are loving it, and we have several more extraordinary products in the pipeline for this year."

Apple's guidance for the third quarter of fiscal 2010 includes expected revenue of $13.0 billion to $13.4 billion and earnings per diluted share of $2.28 to $2.39.

Apple will provide live streaming of its Q2 2010 financial results conference call at 2:00 PM Pacific, and MacRumors will update this story with coverage of the conference call highlights.

Update: Apple's stock, trading of which was temporarily halted for the earnings release, immediately leapt by over $19.00 (~8%) per share upon the resumption of trading, and is currently up approximately $17.00 (7%).

Conference Call Highlights:
- CFO Peter Oppenheimer giving overview of quarterly results, notes that PC industry grew 24% year-over-year, while Mac grew 33%.
- Breaking out iPod results, iPod touch grew 63% year-over-year, with iPod revenue up 12%. Apple maintains over 70% share of MP3 player market.
- iTunes Store brought in $1.1 billion, with over 4 billion App Store downloads so far.
- Thrilled with iPhone sales, 8.75 million is most ever. Growing at three times the overall market rate.
- Very happy with iPad sales so far. 3G on track for April 30th in U.S. Nine more countries coming in late May.
- Retail store sales up 22%, and 50% of retail store Mac purchasers continue to be new to Mac.
- Apple on track to open 40-50 new stores this fiscal year.

Q&A
Q: What insights have you gained in the U.S. market in terms of iPad cannibalization of Mac sales.
A: In our view, for last quarter, there was no obvious impact on the iPod or Mac sales from the iPad. We're thrilled with the sales of the iPad. An overall great start.

Q: iPad 3G vs Wi-Fi breakdown?
A: Too early to tell, since they haven't both been available.

Q: Why were the iPhone sales so good?
A: We had staggering growth rates in some areas. Asia, Japan, Europe growth rates were enormous. Some of this was adding additional carriers in some key countries. Also some other carries in key countries in Asia. But also had strong performance with existing carriers.

Q: Production problems with iPad?
A: No production issues. Demand simply much larger in U.S. than expected. We're adding capability, and we'll see where this thing goes.

Q: Thoughts on potential for iAd profitability?
A: Don't expect much from us this calendar year. We're building a foundation for the future.

Q: Thoughts about iPhone distribution?
A: Three main markets where still exclusive: U.S., Germany, Spain. We've moved a number of markets to non-exclusive and seen unit sales and market share improve. Can't say that will work everywhere though.

Q: iPad's effect on gross margin?
A: We priced it very aggressively at first to appeal to what is expected to be a huge market. Costs will come down over time.

Q: Plans for retail stores in China?
A: Very excited about China. Planning 25 stores there by end of 2011, starting with two in Shanghai this summer.

Q: Legal costs seem to be escalating with patent disputes. Any effect on bottom line?
A: We've taken it into account.

Q: Any plans for Apple TV?
A: Units were up 34%, but absolute number of units still small. Still a hobby. Comparing the Apple TV's small market to that of Mac, iPhone, iPod.

Q: Does the iPad compete with netbooks?
A: It's a no-brainer that someone would opt for the iPad over the netbook. The netbook doesn't do anything well.

Q: Any planned drop in iPhone service plan prices?
A: Apple always works to get the best deal for consumers, but price isn't everything. When we dropped iPhone 3G to $99, we still saw demand skewing toward iPhone 3GS starting at $199.

Q: How about accessories and their effect on gross margin?
A: Our portfolio of accessories is good and more coming for iPad. Devs are rallying around them, and more good stuff will probably be coming.

Q: Retail growth driven by new store openings?
A: Revenue per store up 8%. Same-store Mac sales up 20%. We think iPad is great opportunity for retail store sales.

Q: How will iPad be reflected in financial reports?
A: Will be a separate line item like the iPhone.

Q: How many iPad customers are new to Apple?
A: It's still early, and we don't really trust the data yet.

Q: Education sales outlook?
A: We're holding up in market share and ready to compete, but budgets are difficult right now.

-End of call

Popular Stories

iphone 18 pro max prepare

iPhone 18 Pro Max Requires 'Prepare to Ship' Battery Drain Before Shipping

Friday September 18, 2026 4:27 pm PDT by
The iPhone 18 Pro Max has a battery capacity over 20 watt-hours, which means there are additional shipping requirements. If an iPhone 18 Pro Max needs to be shipped somewhere, its maximum battery capacity has to be limited through firmware. According to Apple, the iPhone 18 Pro Max uses an "innovative battery-firmware solution" that limits battery capacity to below 20Wh between when the...
imac video apple feature

Apple Releasing Two New Macs Next Week

Friday September 18, 2026 10:07 am PDT by
Last month, Apple announced new Mac mini and Mac Studio models, and the computers are finally set to launch this coming Tuesday, September 22. The new Mac mini is available with M6 and M5 Pro chip options, while the new Mac Studio can be configured with M5 Max or M5 Ultra chips. To learn more, read our coverage:Apple Announces New Mac Mini With M6 and M5 Pro Chips and More Apple Unveils ...
iphone duo weather

Apple Exec Says 'Hold Us Accountable' on iPhone Duo Crease

Friday September 18, 2026 9:51 pm PDT by
Apple hardware engineering VP Tom Marieb spoke with TechRadar and shared some candid thoughts about Apple's upcoming iPhone Duo. The iPhone Duo uses a matte nano-texture display, which is meant to cut down on glare and minimize the visibility of the crease. When asked if the iPhone Duo's crease would be more visible over time, as that's what tends to happen on other foldables, Marieb said...
Latest Stories
Apple Fitness+ Layoffs Reported Ahead of Potential 'Major' Changes
Apple Fitness+ Layoffs Reported Ahead of Potential 'Major' Changes
42 minutes ago
A Shorter Apple Pencil Was Supposed to Launch Alongside iPhone Duo
A Shorter Apple Pencil Was Supposed to Launch Alongside iPhone Duo
55 minutes ago
Siri AI Settlement Website Now Live: Apple to Pay Some iPhone Owners
Siri AI Settlement Website Now Live: Apple to Pay Some iPhone Owners
1 hour ago
M6 Pro Chip Result on Geekbench is Likely Fake
M6 Pro Chip Result on Geekbench is Likely Fake
1 day ago
Apple Watch Ultra 4 Sees First Discount After Launch, Now $779.99 on Amazon
Apple Watch Ultra 4 Sees First Discount After Launch, Now $779.99 on Amazon
2 days ago
Top Stories: iOS 27 and macOS Golden Gate Out Now, Siri AI Waitlist, and More
Top Stories: iOS 27 and macOS Golden Gate Out Now, Siri AI Waitlist, and More
2 days ago
Apple Exec Says 'Hold Us Accountable' on iPhone Duo Crease
Apple Exec Says 'Hold Us Accountable' on iPhone Duo Crease
2 days ago
iPhone 18 Pro Max Requires 'Prepare to Ship' Battery Drain Before Shipping
iPhone 18 Pro Max Requires 'Prepare to Ship' Battery Drain Before Shipping
2 days ago
Hands-On With the Apple Watch Series 12
Hands-On With the Apple Watch Series 12
2 days ago
M5 Ultra and M6 Chip Benchmark Results Reveal Graphics Performance
M5 Ultra and M6 Chip Benchmark Results Reveal Graphics Performance
2 days ago
iPhone 18 Pro Max in U.S. Has Qualcomm's Snapdragon X80 Modem
iPhone 18 Pro Max in U.S. Has Qualcomm's Snapdragon X80 Modem
2 days ago
Apple Releases Xcode 27.1 Beta With iPhone Duo Support
Apple Releases Xcode 27.1 Beta With iPhone Duo Support
2 days ago
Apple Watch Series 12 vs. Ultra 4 Buyer's Guide
Apple Watch Series 12 vs. Ultra 4 Buyer's Guide
2 days ago
MacRumors Giveaway: Win an iPhone Duo From iMazing
MacRumors Giveaway: Win an iPhone Duo From iMazing
2 days ago
'Shop Different': Apple Retail Pioneer Ron Johnson Shares the Inside Story
'Shop Different': Apple Retail Pioneer Ron Johnson Shares the Inside Story
2 days ago
Apple Teams Up With ROSÉ for iPhone 18 Pro Camera Ad
Apple Teams Up With ROSÉ for iPhone 18 Pro Camera Ad
2 days ago
The MacRumors Show: Is the iPhone Duo Actually Worth It?
The MacRumors Show: Is the iPhone Duo Actually Worth It?
2 days ago
Apple Designers Explain the Thinking Behind iPhone Duo
Apple Designers Explain the Thinking Behind iPhone Duo
3 days ago
Are iPhone 17 Pro Cases Compatible With iPhone 18 Pro? Here's What Apple Says
Are iPhone 17 Pro Cases Compatible With iPhone 18 Pro? Here's What Apple Says
3 days ago
Apple Supplier Subsidiary Considering U.S. Flash Memory Factory
Apple Supplier Subsidiary Considering U.S. Flash Memory Factory
3 days ago
Apple Launch Day Deals on iPhone 18 Pro, AirPods 5, Apple Watch Series 12, and More
Apple Launch Day Deals on iPhone 18 Pro, AirPods 5, Apple Watch Series 12, and More
3 days ago
iPhone 18 Pro Teardown Reveals How Apple Shrunk the Dynamic Island
iPhone 18 Pro Teardown Reveals How Apple Shrunk the Dynamic Island
3 days ago
iPhone 18 Pro Demand Stronger Than Expected
iPhone 18 Pro Demand Stronger Than Expected
3 days ago
Fan Site Lets You 'Design the Next iPhone'
Fan Site Lets You 'Design the Next iPhone'
3 days ago
Apple Stores Have a New 'Hello' Easter Egg, Here's Why
Apple Stores Have a New 'Hello' Easter Egg, Here's Why
3 days ago
iPhone 18 Pro: The New Features You Should Try First
iPhone 18 Pro: The New Features You Should Try First
3 days ago
iPhone 18 Pro: Using the New Variable Aperture Lens
iPhone 18 Pro: Using the New Variable Aperture Lens
3 days ago
Forgot to Pre-Order iPhone 18 Pro? Apple Store Pickup Available Today at Most Locations
Forgot to Pre-Order iPhone 18 Pro? Apple Store Pickup Available Today at Most Locations
3 days ago
Apple CEO John Ternus Teases iPhone 18 Pro Launch Day
Apple CEO John Ternus Teases iPhone 18 Pro Launch Day
3 days ago
First iPhone 18 Pro, Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5 Orders Arriving to Customers
First iPhone 18 Pro, Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5 Orders Arriving to Customers
3 days ago