As of the second quarter of 2024, Apple’s gross margin amounted to around 42.27 percent. Gross margin is a financial metric that takes the difference between a company’s revenue and its cost of goods sold and then expresses this number as a percentage of total revenue. More simply expressed: in the second quarter of 2024 Apple sold its products with an overall markup of 42.27 percent over their total cost.Apple's net margin has been between 20% and 27% for the last 14 years. This isn't exorbitant profits by my standard.