Apple vs Marriott: Revenue, Profit and Business Model
Apple reported $416.2B of revenue in FY2025 and $112B of net income. Marriott reported $26.2B of revenue in FY2025 and $2.6B of net income.
Latest financial snapshot
Financial summary
Apple
Apple's fiscal 2025 results describe a hardware business with software margins. Net sales rose 6 percent to $416.2 billion, net income reached $112.0 billion, and total gross margin was 46.9 percent, split between 36.8 percent on Products and 75.4 percent on Services. Services revenue of $109.2 billion, up 14 percent, is the reason the blended margin keeps rising. Cash generation is the other defining feature: operations produced $111.5 billion in fiscal 2025, and Apple returned $89.3 billion through share repurchases and $15.4 billion in dividends, after announcing a new repurchase authorization of up to $100 billion and raising the quarterly dividend to $0.26 per share in May 2025. Research and development came to $34.6 billion, 8 percent of net sales, and cash plus marketable securities stood at $132.4 billion at year end.
Marriott
Marriott reported FY2025 revenue of $26.186 billion and net income of $2.601 billion, with gross fee revenues of $5.438 billion. Because owners fund the hotels, Marriott's capital needs are modest and most cash goes back to shareholders: over $4.0 billion was returned in 2025. In Q2 2026 revenue was $7.071 billion, net income $766 million and adjusted EBITDA $1.592 billion; management raised 2026 guidance to global RevPAR growth of 3% to 3.5%, adjusted EBITDA of $5.97 to $6.03 billion and more than $4.5 billion of capital returns.
Revenue and profit by year
Apple
| Year | Revenue | Net income | Margin | Growth | Source |
|---|---|---|---|---|---|
| FY2025 | $416.2B | $112B | 26.9% | +6.4% | Source |
| FY2024 | $391B | $93.7B | 24.0% | +2.0% | Source |
| FY2023 | $383.3B | $97B | 25.3% | -2.8% | Source |
| FY2022 | $394.3B | $99.8B | 25.3% | +7.8% | Source |
| FY2021 | $365.8B | $94.7B | 25.9% | +33.3% | Source |
| FY2020 | $274.5B | $57.4B | 20.9% | +5.5% | Source |
| FY2019 | $260.2B | $55.3B | 21.2% | -2.0% | Source |
| FY2018 | $265.6B | $59.5B | 22.4% | +15.9% | Source |
| FY2017 | $229.2B | $48.4B | 21.1% | +6.3% | Source |
| FY2016 | $215.6B | $45.7B | 21.2% | — | Source |
Marriott
| Year | Revenue | Net income | Margin | Growth | Source |
|---|---|---|---|---|---|
| FY2025 | $26.2B | $2.6B | 9.9% | +4.3% | Source |
| FY2024 | $25.1B | $2.4B | 9.5% | +5.8% | Source |
| FY2023 | $23.7B | $3.1B | 13.0% | +14.2% | Source |
| FY2022 | $20.8B | $2.4B | 11.4% | +49.9% | Source |
| FY2021 | $13.9B | $1.1B | 7.9% | +31.1% | Source |
| FY2020 | $10.6B | -$267M | -2.5% | -49.6% | Source |
| FY2019 | $21B | $1.3B | 6.1% | +1.0% | Source |
| FY2018 | $20.8B | $1.9B | 9.2% | +1.5% | Source |
| FY2017 | $20.5B | $1.5B | 7.1% | +32.7% | Source |
| FY2016 | $15.4B | $808M | 5.2% | — | Source |
Where the revenue comes from
Apple
- iPhone~50%
iPhone net sales were $209.6B in FY2025, up 4%, and the phone is the entry point into Services, accessories, AppleCare, iCloud and App Store spending.
- Services~26%
Services covers the App Store, advertising, cloud, AppleCare, payments, media subscriptions and licensing. FY2025 net sales were $109.2B, up 14%, at a 75.4% gross margin against 36.8% for Products.
- Mac and iPad~15%
Mac net sales were $33.7B and iPad $28.0B in FY2025, driven by Apple silicon refreshes, education, creative work and enterprise adoption.
- Wearables, Home and Accessories~9%
Apple Watch, AirPods, Vision Pro, home devices and accessories were $35.7B in FY2025, down 4%, and they deepen iPhone attachment.
Marriott
- Franchise Fees
$3.325B in FY2025
Fees paid by hotel owners and franchisees for using Marriott brands, reservation systems, standards, and distribution.
- Base Management Fees
$1.322B in FY2025
Management fees earned for operating hotels on behalf of third-party owners, typically tied to property revenue.
- Incentive Management Fees
$791M in FY2025
Performance-linked fees earned when managed hotels meet profitability thresholds.
- Cost Reimbursement Revenue
$19.204B in FY2025
Reimbursement revenue tied to centralized programs and services, including loyalty and other owner-supported costs.
- Owned, Leased, and Other Revenue
$1.679B in FY2025
Revenue from owned or leased hotels and other lodging-related activities outside the pure fee stream.
Business model and strategy
Apple
How it makes money
Apple sells hardware at premium prices and keeps the software, distribution and payment layers on top of it. The iPhone is the entry point, at $209.6 billion of fiscal 2025 net sales, and it pulls customers into iOS, iCloud storage plans, App Store purchases, AppleCare and accessories.
Growth strategy
Growth now comes from monetizing an installed base of more than 2.5 billion devices rather than from unit growth alone. Services rose 14 percent to $109.2 billion in fiscal 2025 on the App Store, advertising, iCloud, AppleCare, payments and subscription media, and Apple packages them through the Apple One bundle.
Competitive advantage
Apple's advantage comes from owning the parts other phone makers buy. It designs its own silicon, the A20 Pro in iPhone 18 Pro and the M5 in Mac and iPad Pro, plus the operating systems, the app store, the payment layer and the retail channel, so hardware, software and services are tuned to each other.
Marriott
How it makes money
Marriott makes money mainly from fees. Franchise fees ($3.325B in FY2025) come from owners who license a Marriott brand, reservation system and Bonvoy distribution; this line also includes co-branded credit card and residential branding fees. Base management fees ($1.322B) and incentive management fees ($791M) come from hotels Marriott operates for owners.
Growth strategy
Growth comes from adding rooms rather than buying buildings. Marriott signed nearly 1,200 organic deals (about 163,000 rooms) in 2025 and posted record signings in the first half of 2026.
Competitive advantage
Marriott's advantage is scale on both sides of the market. For travelers, Marriott Bonvoy (more than 295 million members by June 2026) and over 30 brands across price points create reasons to book direct. For owners and lenders, that demand engine, plus Marriott's distribution and procurement scale, makes a Marriott flag easier to finance and fill, which feeds a record development pipeline of about 629,000 rooms.
Questions about Apple vs Marriott
Which company has higher revenue — Apple Inc. or Marriott International?
Apple Inc. reported $416.2B (FY2025), while Marriott International reported $26.2B (FY2025). By last reported revenue, Apple Inc. is the larger business, with Marriott International reporting a smaller revenue base.
What is the market cap of Apple Inc. vs Marriott International?
Apple Inc.'s market capitalisation stands at $4.98T, while Marriott International's is $91.5B. Apple Inc. carries the higher market valuation, reflecting investors' expectations of its future earnings power relative to Marriott International.
Which is more financially efficient — Apple Inc. or Marriott International?
Apple Inc. generates $2.51M / employee in revenue per employee, while Marriott International generates $177k / employee. Apple Inc. shows higher revenue efficiency per headcount, though this reflects business model differences — capital-light software companies routinely outperform labour-intensive manufacturers on this metric.
How do Apple Inc. and Marriott International make money?
Apple Inc. and Marriott International generate revenue in fundamentally different ways. Apple Inc.: Apple sells hardware at premium prices and keeps the software, distribution and payment layers on top of it. Marriott International: Marriott makes money mainly from fees.
Which company is valued higher relative to revenue — Apple Inc. or Marriott International?
On a price-to-sales (P/S) basis, Apple Inc. trades at 12.0x P/S and Marriott International at 3.5x P/S. Apple Inc. commands a higher revenue multiple, typically indicating that investors expect faster growth or higher future margins compared to Marriott International. A higher multiple is not inherently better — it may also signal that the stock is priced for perfection.
Is Apple Inc. bigger than Marriott International?
By last reported revenue, Apple Inc. ($416.2B (FY2025)) is the larger company compared to Marriott International ($26.2B (FY2025)). Revenue scale is one dimension of size — market capitalisation, employee count, and geographic reach are also relevant depending on the context.
Figures come from each company's filings and the sources linked beside them. Amounts reported in another currency are shown in US dollars at an approximate rate and marked with ~. Back to the Apple vs Marriott overview