Apple designs, manufactures, and markets smartphones, personal computers, tablets, wearables, and accessories, and sells a growing portfolio of related services. Its products include the iPhone smartphone line, Mac computers, iPad tablets, Apple Watch, AirPods, and the Apple Vision Pro spatial computer, all built on Apple's own operating systems and, increasingly, its own silicon. Services span the App Store, advertising, AppleCare support, iCloud, digital content subscriptions such as Apple Music, Apple TV+, and Apple Arcade, and payment services including Apple Pay. Apple manages its business on a geographic basis across five segments: Americas, Europe, Greater China, Japan, and Rest of Asia Pacific. Products are sold through Apple's retail and online stores and direct sales force as well as third-party carriers, resellers, and distributors, serving consumer, business, education, enterprise, and government customers worldwide.

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Apple Inc