v3.26.3
Segment Information and Geographic Data
 12 Months Ended
Sep. 26, 2026
Segment Reporting [Abstract]  
Segment Information and Geographic Data Segment Information and Geographic Data
The Company manages its business primarily on a geographic basis. The Company’s CEO is its chief operating decision maker (“CODM”).
The Company’s reportable segments consist of the Americas, Europe, Greater China, Japan and Rest of Asia Pacific. Americas includes both North and South America. Europe includes European countries, as well as India, the Middle East and Africa. Greater China includes China mainland, Hong Kong and Taiwan. Rest of Asia Pacific includes Australia, New Zealand and those Asian countries not included in the Company’s other reportable segments. Although the reportable segments provide similar hardware and software products and similar services, each one is managed separately to better align with the location of the Company’s customers and distribution partners and the unique market dynamics of each geographic region.
The CODM uses segment net sales and operating income information to make certain decisions, such as product and service pricing, and to decide how to allocate resources related to sales activities and marketing investments. Net sales for geographic segments are generally based on the location of customers and sales through the Company’s retail stores located in those geographic locations. Operating income for each segment consists of net sales to third parties, related cost of sales, and operating expenses directly attributable to the segment. The information provided to the CODM for purposes of making decisions and assessing segment performance excludes asset information.
The following tables show information by reportable segment for 2026, 2025 and 2024 (in millions):
2026
AmericasEurope
Greater
China
JapanRest of
Asia Pacific		CorporateTotal
Net sales$198,083 $127,604 $82,378 $30,908 $39,861 $— $478,834 
Cost of sales(101,321)(64,387)(44,362)(15,203)(19,959)— (245,232)
Research and development— — — — — (45,765)(45,765)
Selling and marketing(10,754)(5,119)(2,690)(1,055)(1,516)— (21,134)
General and administrative— — — — — (8,640)(8,640)
Operating income/(loss)$86,008 $58,098 $35,326 $14,650 $18,386 $(54,405)$158,063 
2025
AmericasEurope
Greater
China
JapanRest of
Asia Pacific		CorporateTotal
Net sales$178,353 $111,032 $64,377 $28,703 $33,696 $— $416,161 
Cost of sales(95,699)(58,617)(35,141)(13,779)(17,724)— (220,960)
Research and development— — — — — (34,550)(34,550)
Selling and marketing(10,174)(4,676)(2,319)(969)(1,386)— (19,524)
General and administrative— — — — — (8,077)(8,077)
Operating income/(loss)$72,480 $47,739 $26,917 $13,955 $14,586 $(42,627)$133,050 
2024
AmericasEurope
Greater
China
JapanRest of
Asia Pacific		CorporateTotal
Net sales$167,045 $101,328 $66,952 $25,052 $30,658 $— $391,035 
Cost of sales(89,587)(55,197)(37,519)(11,744)(16,305)— (210,352)
Research and development— — — — — (31,370)(31,370)
Selling and marketing(9,802)(4,341)(2,351)(854)(1,291)— (18,639)
General and administrative— — — — — (7,458)(7,458)
Operating income/(loss)$67,656 $41,790 $27,082 $12,454 $13,062 $(38,828)$123,216 
The following tables show net sales for 2026, 2025 and 2024 and long-lived assets as of September 26, 2026 and September 27, 2025 for countries that individually accounted for 10% or more of the respective totals, as well as aggregate amounts for the remaining countries (in millions):
202620252024
Net sales:
U.S.$167,746 $151,790 $142,196 
China (1)
82,378 64,377 66,952 
Other countries228,710 199,994 181,887 
Total net sales$478,834 $416,161 $391,035 
(1)China includes Hong Kong and Taiwan.
20262025
Long-lived assets:
U.S.$41,386 $40,274 
Other countries10,698 9,560 
Total long-lived assets$52,084 $49,834