Apple is preparing to reveal the financial results of the fourth tax quarter 2025 (Q4 25), with the usual presentation of the results to investors set for 30 October at 11 pm Italian time, in the presence of the TIM Cook CEO and the CFO Kevan Parekh. It will be an opportunity to take stock after a quarter full of events, between strategic maneuvers, international tensions and new products that have redefined the Cupertino line.
In July, the issue of commercial duties dominated the debate: Apple had estimated a potential impact of 1.1 billion dollars on the quarter accounts, without however venturing certain forecasts given the volatility of the relations between the United States and China.
Also in July, a gearbox at the top: Sabih Khan took the place of Jeff Williams as Chief Operating Officer. On the services front, Apple pushed growth with AppleCare One, a 19.99 dollar Flat subscription per month that covers multiple devices.
In August, Tim Cook managed the political match by giving Donald Trump a commemorative plaque and promising another 100 billion of productive investments in the United States, bringing the total to 600 billion in four years. The strategy worked: Cupertino obtained an exemption from 100% duties on semiconductors.
Meanwhile, Apple has inaugurated a new store in Shenzhen and relaunched the Retail space of Pittsburgh, as well as opening the first Apple Manufacturing Academy. On the services front, however, Apple TV+ saw an increase of the price of 30%, going to 12.99 dollars per month.
The crucial month was September, with the “Awe Dropping” event of 9 September which marked the debut of the new iPhone 17 line. The iPhone 17 arrived at the same price as the predecessor, while the iPhone 17 Pro gained a cooling system for the steam chamber and an updated design for the camera. The surprise was the launch of the iPhone Air, the thinner ever produced, which many consider a technological preview of the awaited iPhone Fold, on which, however, Apple did not want to comment.
In the same event, Apple Watch Series 11, Apple Watch SE and Ultra 3 were also presented, with new functions such as hypertension monitoring, and AirPods Pro 3, now capable of detecting heart rate. But not everything went smoothly: on September 19, the day of the debut in the stores, the first complaints arrived on the ease with which the pro models scratch, thanks to the transition from titanium to anodized aluminum. The reviews, however, remained positive, with iPhone 17 judged one of the best updates of recent years and the iPhone Air welcomed with interest despite the choice of a single lens camera.
Now it’s up to the numbers to say if Apple’s strategy has paid, in a quarter that has intertwined technology, politics and global markets.
