Apple’s advertising business set a new June-quarter revenue record, according to comments made during the company’s latest earnings call. One important number remains missing: Apple still does not report advertising revenue separately.
The company generated $30.74 billion from Services during its fiscal third quarter, up 12% from $27.42 billion one year earlier. Apple’s regulatory filing attributed the increase primarily to higher advertising and cloud-services sales.
The longer-term trend is striking. Apple’s June-quarter Services revenue has climbed from $19.6 billion in 2022 to $30.7 billion this year—an increase of nearly 57%.
Apple CFO Kevan Parekh said advertising delivered strong double-digit growth alongside cloud, video and payment services.
That does not mean Apple made $30.7 billion from ads. Services also includes the App Store, iCloud, Apple Music, Apple TV, AppleCare and payments. The chart shows the growth of the wider segment, not Apple Ads revenue.
For marketers, the record confirms the direction of travel. Apple is steadily turning its enormous installed base into more advertising inventory while keeping the economics largely hidden.
Google and Meta disclose advertising revenue. Apple offers only clues. The latest results provide the strongest clue yet that advertising is becoming an increasingly important part of its business—but not enough information to determine its true scale.
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