Apple’s iPhone has long been a cornerstone of the company’s success, contributing significantly to its revenue and global presence. However, the performance of iPhone sales has varied over the years, influenced by numerous measurable factors. This research focuses on identifying and analyzing these factors, as reported in Apple’s annual reports, with the goal of understanding the circumstances behind the highest and lowest sales years over the past decade. By examining measurable elements such as revenue, average selling price (ASP), geographic performance, R&D investment, marketing expenses, and economic factors, this study aims to uncover patterns and correlations that drive sales variability. The analysis will leverage quantitative data from Apple’s 10-K filings, focusing on key metrics, including iPhone revenue, unit sales, ASP trends, and contributions from different geographic regions. Additional insights will be drawn from R&D spending, SG&A expenses, inventory turnover rates, and the impacts of currency exchange rates. By comparing the highest and lowest sales years, the study will highlight differences in strategies, market conditions, and external influences contributing to these outcomes. The methodology involves descriptive analysis to identify trends, comparative analysis to evaluate differences between peak and trough years, and correlation analysis to determine relationships between variables such as pricing strategy and sales performance. Visualization tools will be used to present data trends effectively, offering a clear understanding of the underlying factors influencing sales variability. The expected outcomes include a detailed understanding of the measurable drivers of iPhone sales, insights into the impact of strategic decisions such as pricing and marketing, and an evaluation of regional market dynamics. These findings will provide actionable recommendations for Apple to mitigate sales downturns and sustain long-term growth. This study is significant in offering a data-driven approach to understanding iPhone sales performance. It will benefit Apple by identifying opportunities to optimize strategies and help academics and practitioners exploring strategic decision-making in competitive technology markets. The research will also contribute to a broader understanding of how financial metrics and external circumstances interact to shape product success. The research starts with data collection and organization, followed by detailed analysis and communication of the outcomes. A modest budget has been allocated for data analysis tools and supplementary resources, ensuring the project’s feasibility. The findings of this research aim to provide actionable insights for industry stakeholders while contributing to the academic study of sales performance in dynamic markets.