SRC — Apple

Folder: 05 - SOURCE MATERIAL Supporting: Apple

Revenue Data

Apple Fiscal Year 2024 Annual Report Total revenue: $391 billion Source: Apple Inc. 10-K filing, SEC EDGAR, October 2024 https://www.apple.com/newsroom/pdfs/fy2024-q4/FY24_Q4_Consol

Apple Global Ad Revenue 2024 Projected: nearly $11 billion globally Source: eMarketer / Marketing Dive https://www.marketingdive.com/news/apple-selling-news-ads-directly-advertising-business/733464/

ATT Impact on App Store Ads Apple Search Ads share of attributed iPhone app downloads: 17% → 58% in one year post-ATT. Source: Branch mobile analytics firm Via: eMarketer https://www.emarketer.com/content/apple-ad-revenues-skyrocket-amid-its-privacy-changes

App Tracking Transparency Apple Developer Documentation: https://developer.apple.com/app-store/user-privacy-and-data-use/ 95% US opt-out rate confirmed: Flurry Analytics / multiple sources

Privacy Manifest Requirement Mandatory from May 1, 2024. Future of Privacy Forum analysis: https://fpf.org/blog/two-new-apple-and-google-platform-privacy-requirements-kicking-in-now/

iOS Privacy Timeline Z2A Digital — comprehensive timeline: https://www.z2adigital.com/blog-content/a-timeline-of-apples-privacy-changes-in-safari-and-ios-infographic

Apple Maps Privacy Policy https://www.apple.com/legal/privacy/data/en/apple-maps/ States: no personal data stored server-side for Maps usage.

EFF — Geofence Warrants Apple not known to respond: https://www.eff.org/deeplinks/2019/04/googles-sensorvault-can-tell-police-where-youve-been

Search Engine Land — ATT Analysis “The implementation of iOS14 didn’t stop Apple from tracking our data, it just stopped them from sharing it.” https://searchengineland.com/apples-ad-business-may-reach-6b-by-2025-385837

Apple Intelligence Private Cloud Compute — independent technical verification of Apple’s claims #investigate
Advanced Data Protection — independent security audit confirming Apple cannot access encrypted backups
Full breakdown of what Apple Analytics collects when enabled vs disabled — network level analysis needed
Apple’s data sharing with law enforcement — transparency report https://www.apple.com/legal/transparency/