Key points from Apple's Q2 2024 Earnings Call

Credits: Apple

Today, Apple conducted its earnings call for the second fiscal quarter of 2024 (first calendar quarter), during which Apple CEO Tim Cook and Apple CFO Luca Maestri shared insights into Apple’s performance, Vision Pro sales, services growth, AI strategies, and various other subjects.

We’ve summarized the key highlights from today’s earnings call:

Upcoming Announcements:

Apple CEO Tim Cook hinted at an upcoming “exciting product announcement” anticipated to be well-received by customers.

Generative AI:

Cook emphasized Apple’s substantial investments in AI and teased “very exciting things” to be revealed soon. He underscored Apple’s unique strengths, including hardware and software integration, Apple silicon with Neural Engine, and a commitment to privacy. Cook expressed optimism about the vast potential of generative AI across Apple’s product lineup.

Digital Markets Act:

Regarding the changes in the European app ecosystem, Cook stated that it’s premature to assess security risks and privacy implications. Apple remains focused on compliance while safeguarding user privacy and security.

Vision Pro:

Cook highlighted enterprise adoption of Vision Pro for tasks like aircraft engine maintenance, real-time racing collaboration, and immersive kitchen design. He expressed enthusiasm for the burgeoning spatial computing opportunities in enterprise.


Apple’s services segment achieved a new revenue milestone of $23.9 billion, marking a 14% increase from the previous year. Paid subscriptions surpassed 1 billion, demonstrating robust double-digit growth.

Mac Sales:

Driven by the launch of new M3 MacBook Air models, Mac revenue climbed to $7.5 billion, marking a 4% increase from the previous year.

iPad Sales:

iPad revenue declined to $5.6 billion, reflecting a 17% decrease compared to the previous year. Anticipated releases of new iPad Air and iPad Pro models are expected to bolster sales in the next quarter.


Wearables, Home, and Accessories revenue reached $7.9 billion, down 10% from the previous year, attributed partly to the tough comparison with the prior year’s USB-C AirPods Pro launch.

June Quarter Outlook:

Apple anticipates low single-digit revenue growth for the June quarter, with double-digit growth projected for Services and iPad revenue.