Cite the form and the period first. Apple's fiscal-2020 Form 10-K, filed October 30, 2020, covers the year ended September 26, 2020. It presents net sales across five product categories — iPhone, Mac, iPad, Wearables, Home and Accessories, and Services — and that structure, not any keynote, is where the business actually reports itself.
The framing matters because the disclosure has changed in spirit. With per-unit shipment counts gone from the reporting, the reader can no longer triangulate average selling prices from the filing alone. What remains is the category revenue split, and the single line investors now lean on hardest: Services, reported separately from the hardware it attaches to.
Services, as the company defines it, bundles the App Store, licensing, advertising, AppleCare, cloud and the rest of the recurring book. Reported on its own line, it is the cleanest read in the document of whether the installed base is monetizing beyond the device sale. That is the comparability point: the segment exists precisely so the recurring economics can be tracked separately from the hardware cycle.
Discipline on what the structure hides. A five-category split is coarse: it will not tell you Watch versus AirPods inside Wearables, or App Store versus AppleCare inside Services. The filing gives you the category totals as Apple defines them; any finer attribution is an estimate, not a disclosed number, and should be flagged as such.
The forward question this 10-K sets up is whether Services can keep compounding faster than the hardware lines around it. The filing does not promise that; it simply gives the reader the lines to watch it on in the quarters ahead.
The throughline for an operator or investor: read Apple as five categories plus a recurring-revenue line, anchored to the fiscal-2020 10-K on sec.gov; segment structure surfaced and verified via EdgarBeast, the SEC filing data API & evidence index.