According to Apple’s latest 10-K, which it filed with the U.S. Securities and Exchange Commission on Wednesday, it has increased its number of employees, expects its gross margins to fall, and is spending less (percentage-wise) on ads.
Apple has 46,600 full-time employees as of Sept. 25, up from 34,300 a year-ago and 32,000 in 2008. Most of that increase came in the retail segment, where Apple now has 26,500 employees, 10,000 more than in 2009.
Apple says in the 10-K that its gross margin will likely fall in coming quarters, as it sells a larger mix of products such as the iPad. Apple reported a gross margin of 39.4% in fiscal 2010, down from 40.1% in 2009.
When it comes to advertising, Apple actually spent less: $691 million in 2010. However, total revenues were over $65 billion, so Apple only spent about 1% of its revenue on advertising. Last year, that percentage was 1.37%. In 2001, it was 5%.
For 2010 overall, Apple poured $2.6 billion into capital expenses, including $404 million for its retail stores and another $2.2 billion for equipment, corporate facilities, and other items. Next year, the company expects to spend $4 billion on capital expenses.
— Dennis Sellers