Concepts in this lesson
- Revenue
- The money a company takes in from selling its goods and services, before any costs.
- Gross Margin
- The share of each sales dollar left after the direct cost of making or buying what was sold.
- Operating Margin
- The share of sales left after all running costs, including research, marketing and administration, but before interest and taxes.
- EPS (TTM)
- A company's profit divided by its number of shares: the profit that belongs to each share.
01A score for a period
Remember the pizza shop from the stocks lesson, opened by three friends? After its first year, they want to know one thing: did it make money? The income statement answers that. It covers a stretch of time, a quarter or a year, and runs from everything the shop sold at the top to what was left for the owners at the bottom.
It goes by other names: the profit and loss statement, the P&L, the statement of operations. Same thing.
02Line by line
| Revenue: everything it sold | $500,000 |
| Cost of ingredients and boxes | −$150,000 |
| Gross profit | $350,000 |
| Wages | −$200,000 |
| Rent | −$60,000 |
| Other running costs | −$24,000 |
| Depreciation of the oven | −$12,000 |
| Operating income | $54,000 |
| Interest on the bank loan | −$4,000 |
| Income tax (25%) | −$12,500 |
| Net income | $37,500 |
- Revenue (the top line) counts sales when they are made, whether or not the customer has paid yet.
- Cost of goods sold is what went into the things sold: here, the dough, cheese and boxes. Revenue minus it is gross profit.
- Operating expenses are the costs of running the business: wages, rent, marketing, and at a tech company, research and development.
- Depreciation spreads the cost of long-lasting things over their working life. The shop paid $60,000 for its oven and build-out on day one; the statement charges $12,000 a year for five years rather than all $60,000 in year one.
- Operating income is the profit from running the business, before the costs of how it is financed (interest) and taxes.
- Net income (the bottom line) is what is left for the owners. Divide it by the number of shares and you get earnings per share, the figure behind every P/E ratio.
03The margins
Raw dollars don't compare well between a pizza shop and a chip maker. Percentages of revenue do:
operating margin = operating income ÷ revenue
net margin = net income ÷ revenue
The pizza shop's are 70%, 10.8% and 7.5%. Each margin answers a different question. Gross margin says how much the product earns above its direct cost, a clue to pricing power. Operating margin says how efficiently the whole business runs. Net margin is what reaches the owners after everything.
Try raising the ingredient share from 30% to 35%. Revenue hasn't changed, but $25,000 of profit is gone before tax, and net income halves, from $37,500 to $18,750. Costs that look small next to revenue can be large next to profit.
"I'm up $500 tonight" is a session result; "I have $3,000 in front of me" is a stack count. The income statement is the first kind. And nobody compares a $500 win at a small game with a $500 win at a big one: you compare win rates per hundred hands. Margins are the win rate, profit per $100 of sales, so a pizza shop and a chip maker can be read on the same scale.
04What it leaves out
- Cash. Sales count when made, not when paid; depreciation is a cost but not a payment; the $60,000 oven isn't on this statement at all. The pizza shop earned $37,500, yet once it had paid for the oven, the business had used $18,500 more cash than it brought in; the owners' money and the bank loan covered the gap. The cash flow lesson shows why.
- What the business owns and owes. A profitable year says nothing about whether the company is drowning in debt. That's the balance sheet.
- One-offs. A lawsuit settlement or the sale of a building can swing one year's profit. Companies often report an "adjusted" figure without them; the official figure follows the accounting rules (GAAP). Compare both, and read what was adjusted.
05Read a real one: Apple
| Net sales (products $307.0B, services $109.2B) | $416.2B |
| Cost of sales | −$221.0B |
| Gross margin (Apple's name for gross profit; 46.9% of sales) | $195.2B |
| Research and development | −$34.6B |
| Selling, general and administrative | −$27.6B |
| Operating income (32.0%) | $133.1B |
| Other income and expense | −$0.3B |
| Income taxes | −$20.7B |
| Net income (26.9%) | $112.0B |
| Earnings per diluted share | $7.46 |
Three things jump out once you know where to look:
- Two businesses in one. Services (the App Store, iCloud, Apple Music and the like) were 26% of sales but earned a 75.4% gross margin, against 36.8% on devices. Services brought in 42% of all gross profit.
- Profit grew faster than sales. Sales rose 6.4% on the year and operating income 8.0%, but net income rose 19.5%. The difference is the tax line: income taxes took 15.6% of pre-tax profit, against 24.1% the year before, and the notes say why: fiscal 2024 carried a one-time $10.2B tax charge from a European Commission ruling on Apple's taxes in Ireland. Last year's profit was depressed by a one-off, so this year's growth looks flattered. Whenever the bottom line outruns the operating line, look for an explanation like this one in the tax and other-income lines.
- Earnings per share grew faster still, 22.7%, from $6.08 to $7.46, because Apple has fewer shares outstanding each year. Its buybacks are on the cash flow statement.
Source: Apple Inc., Form 10-K for the fiscal year ended September 27, 2025, filed October 31, 2025, Item 8 (Financial Statements and Supplementary Data). Dollar figures in billions, rounded from the reported millions. Find it on SEC EDGAR.