AAPLApple Inc.
The Company designs, manufactures and markets smartphones, personal computers, tablets, wearables and accessories, and sells a variety of related services. 10-K, Item 1
- Employees
- 167,000
- Headquarters
- Cupertino, CA
- CEO
- John Ternus
- Next results
- around Jan 28, 2027
What AAPL's directors and officers said they would sell, before they sold: trading plans the company reports each quarter, and the Form 144 notices sellers file on the day of a planned sale. Facts only; most of these sales are routine, such as selling shares from vesting stock awards.
Trading plans adopted or ended
4 plans still running: Deirdre O’Brien, Jennifer Newstead, Ben Borders, Kevan Parekh.
| Insider | What | Date | Shares | Runs to | Reported in |
|---|---|---|---|---|---|
| Deirdre O’Brien Senior Vice President, Retail + People |
Adopted 10b5-1 plan | Aug 24, 2026 | not stated | Dec 31, 2027 | 10-K Nov 3, 2026 |
The company's descriptionOn August 24, 2026, Deirdre O’Brien, the Company’s Senior Vice President, Retail + People, entered into a trading plan intended to satisfy the affirmative defense conditions of Rule 10b5-1(c) under the Exchange Act. The plan provides for the sale, subject to certain price limits, of shares vesting between April 1, 2027 and October 1, 2027, pursuant to certain equity awards granted to Ms. O’Brien, excluding any shares withheld by the Company to satisfy income tax withholding and remittance obligations. Ms. O’Brien’s plan will expire on December 31, 2027, subject to early termination in accordance with the terms of the plan. Trading will not commence under the plan until Ms. O’Brien’s previous trading plan, dated November 24, 2025, is terminated or expires in accordance with its terms. | |||||
| Tim Cook Chief Executive Officer |
Adopted 10b5-1 plan | May 28, 2026 | up to 16,250 | Oct 30, 2026 | 10-Q Jul 31, 2026 |
The company's descriptionOn May 28, 2026, Tim Cook, the Company’s Chief Executive Officer, entered into a trading plan intended to satisfy the affirmative defense conditions of Rule 10b5-1(c) under the Exchange Act. The plan provides for the sale, subject to certain price limits, of up to 16,250 shares of common stock, as well as shares vesting during the duration of the plan pursuant to certain equity awards granted to Mr. Cook, excluding any shares withheld by the Company to satisfy income tax withholding and remittance obligations, and for the gifting of up to 37,104 shares. Mr. Cook’s plan will expire on October 30, 2026, subject to early termination in accordance with the terms of the plan. | |||||
| Jennifer Newstead Senior Vice President and General Counsel |
Adopted 10b5-1 plan | May 5, 2026 | up to 24,912 | May 6, 2027 | 10-Q Jul 31, 2026 |
The company's descriptionOn May 5, 2026, Jennifer Newstead, the Company’s Senior Vice President and General Counsel, entered into a trading plan intended to satisfy the affirmative defense conditions of Rule 10b5-1(c) under the Exchange Act. The plan provides for the sale, subject to certain price limits, of up to 24,912 shares of common stock, as well as up to 90% of shares vesting between June 15, 2026 and March 15, 2027, pursuant to certain equity awards granted to Ms. Newstead, excluding any shares withheld by the Company to satisfy income tax withholding and remittance obligations. Ms. Newstead’s plan will expire on May 6, 2027, subject to early termination in accordance with the terms of the plan. | |||||
| Ben Borders Principal Accounting Officer |
Adopted 10b5-1 plan | Feb 6, 2026 | up to 898 | Dec 31, 2026 | 10-Q May 1, 2026 |
| Deirdre O’Brien Company’s Senior Vice President, Retail + People |
Ended 10b5-1 plan | Nov 24, 2025 | not stated | Dec 31, 2026 | 10-Q Jan 30, 2026 |
The company's descriptionOn November 24, 2025, Deirdre O’Brien, the Company’s Senior Vice President, Retail + People, terminated a trading plan intended to satisfy the affirmative defense conditions of Rule 10b5-1(c) under the Exchange Act, which was previously adopted on August 27, 2024 (the “Prior Plan”). The Prior Plan provided for the sale, subject to certain price limits, of shares vesting between April 1, 2025 and October 1, 2026, pursuant to certain equity awards granted to Ms. O’Brien, excluding any shares withheld by the Company to satisfy income tax withholding and remittance obligations. The Prior Plan would have expired on December 31, 2026, subject to early termination in accordance with the terms of the plan. Following termination of the Prior Plan, on November 24, 2025, Ms. O’Brien entered into a new trading plan intended to satisfy the affirmative defense conditions of Rule 10b5-1(c) under the Exchange Act. The new plan provides for the sale of shares vesting between April 1, 2026 and October 1, 2026, pursuant to certain equity awards granted to Ms. O’Brien, excluding any shares withheld by the Company to satisfy income tax withholding and remittance obligations. Ms. O’Brien’s new plan will expire on December 31, 2026, subject to early termination in accordance with the terms of the plan. | |||||
| Kevan Parekh Senior Vice President and Chief Financial Officer |
Adopted 10b5-1 plan | Nov 21, 2025 | not stated | Dec 31, 2026 | 10-Q Jan 30, 2026 |
The company's descriptionOn November 21, 2025, Kevan Parekh, the Company’s Senior Vice President and Chief Financial Officer, entered into a trading plan intended to satisfy the affirmative defense conditions of Rule 10b5-1(c) under the Exchange Act. The plan provides for the sale, subject to certain price limits, of shares vesting between April 15, 2026 and October 15, 2026, pursuant to certain equity awards granted to Mr. Parekh, excluding any shares withheld by the Company to satisfy income tax withholding and remittance obligations. Mr. Parekh’s plan will expire on December 31, 2026, subject to early termination in accordance with the terms of the plan. | |||||
| Kate Adams Senior Vice President, General Counsel and Secretary |
Adopted 10b5-1 plan | Nov 25, 2024 | not stated | Nov 1, 2025 | 10-Q Jan 31, 2025 |
The company's descriptionOn November 25, 2024, Kate Adams, the Company’s Senior Vice President, General Counsel and Secretary, entered into a trading plan intended to satisfy the affirmative defense conditions of Rule 10b5-1(c) under the Exchange Act. The plan provides for the sale of shares vesting between April 1, 2025 and October 1, 2025, pursuant to certain equity awards granted to Ms. Adams, excluding any shares withheld by the Company to satisfy income tax withholding and remittance obligations. Ms. Adam’s plan will expire on November 1, 2025, subject to early termination in accordance with the terms of the plan. | |||||
| Luca Maestri former Senior Vice President and Chief Financial Officer, and current Vice President, Corporate Services |
Adopted 10b5-1 plan | Nov 6, 2024 | not stated | Dec 31, 2025 | 10-Q Jan 31, 2025 |
The company's descriptionOn November 6, 2024, Luca Maestri, the Company’s former Senior Vice President and Chief Financial Officer, and current Vice President, Corporate Services, entered into a trading plan intended to satisfy the affirmative defense conditions of Rule 10b5-1(c) under the Exchange Act. The plan provides for the sale, subject to certain price limits, of shares vesting between April 1, 2025 and October 15, 2025, pursuant to certain equity awards granted to Mr. Maestri, excluding any shares withheld by the Company to satisfy income tax withholding and remittance obligations. Mr. Maestri’s plan will expire on December 31, 2025, subject to early termination in accordance with the terms of the plan. | |||||
| Jeff Williams Chief Operating Officer |
Adopted 10b5-1 plan | Aug 29, 2024 | up to 100,000 | Dec 15, 2025 | 10-K Nov 1, 2024 |
The company's descriptionOn August 29, 2024, Jeff Williams, the Company’s Chief Operating Officer, entered into a trading plan intended to satisfy the affirmative defense conditions of Rule 10b5-1(c) under the Exchange Act. The plan provides for the sale, subject to certain price limits, of up to 100,000 shares of common stock, as well as shares vesting between April 1, 2025 and October 1, 2025, pursuant to certain equity awards granted to Mr. Williams, excluding any shares withheld by the Company to satisfy income tax withholding and remittance obligations. Mr. Williams’ plan will expire on December 15, 2025, subject to early termination in accordance with the terms of the plan. | |||||
| Deirdre O’Brien Senior Vice President, Retail |
Adopted 10b5-1 plan | Aug 27, 2024 | not stated | Dec 31, 2026 | 10-K Nov 1, 2024 |
The company's descriptionOn August 27, 2024, Deirdre O’Brien, the Company’s Senior Vice President, Retail, entered into a trading plan intended to satisfy the affirmative defense conditions of Rule 10b5-1(c) under the Exchange Act. The plan provides for the sale, subject to certain price limits, of shares vesting between April 1, 2025 and October 1, 2026, pursuant to certain equity awards granted to Ms. O’Brien, excluding any shares withheld by the Company to satisfy income tax withholding and remittance obligations. Ms. O’Brien’s plan will expire on December 31, 2026, subject to early termination in accordance with the terms of the plan. | |||||
| Tim Cook Chief Executive Officer |
Adopted 10b5-1 plan | May 24, 2024 | not stated | 730 days | 10-Q Aug 2, 2024 |
The company's descriptionOn May 24, 2024, Tim Cook, the Company’s Chief Executive Officer, entered into a trading plan intended to satisfy the affirmative defense conditions of Rule 10b5-1(c) under the Exchange Act. The plan provides for the sale, subject to certain price limits, of shares vesting during the duration of the plan pursuant to certain equity awards granted to Mr. Cook, excluding shares withheld by the Company to satisfy income tax withholding and remittance obligations. Mr. Cook’s plan will expire on May 24, 2026, subject to early termination in accordance with the terms of the plan. | |||||
| Katherine L. Adams Senior Vice President and General Counsel |
Adopted 10b5-1 plan | Nov 27, 2023 | not stated | 340 days | 10-Q Feb 2, 2024 |
The company's descriptionOn November 11, 2023 and November 27, 2023, respectively, Luca Maestri, the Company’s Senior Vice President and Chief Financial Officer, and Katherine L. Adams, the Company’s Senior Vice President and General Counsel, each entered into a trading plan intended to satisfy the affirmative defense conditions of Rule 10b5-1(c) under the Exchange Act. The plans provide for the sale of all shares vested during the duration of the plans pursuant to certain equity awards granted to Mr. Maestri and Ms. Adams, respectively, excluding any shares withheld by the Company to satisfy income tax withholding and remittance obligations. Mr. Maestri’s plan will expire on December 31, 2024, and Ms. Adams’s plan will expire on November 1, 2024, subject to early termination for certain specified events set forth in the plans. | |||||
| Luca Maestri Senior Vice President and Chief Financial Officer |
Adopted 10b5-1 plan | Nov 11, 2023 | not stated | 416 days | 10-Q Feb 2, 2024 |
The company's descriptionOn November 11, 2023 and November 27, 2023, respectively, Luca Maestri, the Company’s Senior Vice President and Chief Financial Officer, and Katherine L. Adams, the Company’s Senior Vice President and General Counsel, each entered into a trading plan intended to satisfy the affirmative defense conditions of Rule 10b5-1(c) under the Exchange Act. The plans provide for the sale of all shares vested during the duration of the plans pursuant to certain equity awards granted to Mr. Maestri and Ms. Adams, respectively, excluding any shares withheld by the Company to satisfy income tax withholding and remittance obligations. Mr. Maestri’s plan will expire on December 31, 2024, and Ms. Adams’s plan will expire on November 1, 2024, subject to early termination for certain specified events set forth in the plans. | |||||
| Deirdre O’Brien Senior Vice President, Retail |
Adopted 10b5-1 plan | Aug 30, 2023 | not stated | 412 days | 10-K Nov 3, 2023 |
The company's descriptionOn August 30, 2023, Deirdre O’Brien, the Company’s Senior Vice President, Retail, and Jeff Williams, the Company’s Chief Operating Officer, each entered into a trading plan intended to satisfy the affirmative defense conditions of Rule 10b5-1(c) under the Exchange Act. The plans provide for the sale of all shares vested during the duration of the plans pursuant to certain equity awards granted to Ms. O’Brien and Mr. Williams, respectively, excluding any shares withheld by the Company to satisfy income tax withholding and remittance obligations. Ms. O’Brien’s plan will expire on October 15, 2024, and Mr. Williams’ plan will expire on December 15, 2024, subject to early termination for certain specified events set forth in the plans. | |||||
| Jeff Williams Chief Operating Officer |
Adopted 10b5-1 plan | Aug 30, 2023 | not stated | 473 days | 10-K Nov 3, 2023 |
The company's descriptionOn August 30, 2023, Deirdre O’Brien, the Company’s Senior Vice President, Retail, and Jeff Williams, the Company’s Chief Operating Officer, each entered into a trading plan intended to satisfy the affirmative defense conditions of Rule 10b5-1(c) under the Exchange Act. The plans provide for the sale of all shares vested during the duration of the plans pursuant to certain equity awards granted to Ms. O’Brien and Mr. Williams, respectively, excluding any shares withheld by the Company to satisfy income tax withholding and remittance obligations. Ms. O’Brien’s plan will expire on October 15, 2024, and Mr. Williams’ plan will expire on December 15, 2024, subject to early termination for certain specified events set forth in the plans. | |||||
From the XBRL of the company's 10-Qs and 10-Ks (Regulation S-K Item 408, reported since 2023): 15 filings checked since May 5, 2023.
Form 144 notices of planned sales
| Filed | Seller | Shares | Value | Shares came from | 10b5-1 plan | Form 4 sales after |
|---|---|---|---|---|---|---|
| Oct 16, 2026 | KEVAN PAREKH Officer |
1,392 | $476,064 | Restricted Stock Units | adopted Nov 21, 2025 | 1,392 shares from Oct 16, 2026 |
| Oct 2, 2026 | O'BRIEN DEIRDRE Officer |
46,389 | $15,459,598 | Vesting of Stock Award | adopted Nov 24, 2025 | 46,389 shares from Oct 2, 2026 |
| Oct 2, 2026 | COOK TIMOTHY D Officer, Director |
218,078 | $3,329,584 | RSU vesting | adopted May 27, 2026 | 191,753 shares from Oct 2, 2026 |
| Oct 2, 2026 | John Ternus Officer |
25,412 | $8,479,730 | Acquired as compensation -- Restricted Stock Units | adopted May 21, 2026 | 25,412 shares from Oct 2, 2026 |
| Sep 22, 2026 | JENNIFER NEWSTEAD Officer |
31,182 | $10,570,074 | Restricted Stock Units | adopted May 5, 2026 | 11,995 shares from Sep 22, 2026 |
| Aug 11, 2026 | JENNIFER NEWSTEAD Officer |
8,632 | $2,660,900 | Restricted Stock Units | adopted May 5, 2026 | 7,194 shares from Aug 11, 2026 |
| May 27, 2026 | LEVINSON ARTHUR D Director |
50,000 | $15,551,085 | Open Market Purchase - See Remarks | none given | 50,000 shares from May 27, 2026 |
| May 6, 2026 | LEVINSON ARTHUR D Director |
250,000 | $71,190,164 | Open Market Purchase | none given | 300,000 shares from May 6, 2026 |
| May 5, 2026 | KATHERINE L ADAMS Former officer |
43,000 | $12,039,493 | Restricted stock vesting under a registered plan | none given | none found |
| Apr 23, 2026 | KEVAN PAREKH Officer |
1,534 | $419,043 | Restricted Stock Units | adopted Nov 21, 2025 | 1,534 shares from Apr 23, 2026 |
| Apr 2, 2026 | O'BRIEN DEIRDRE Officer |
30,002 | $7,660,978 | Vesting of Stock Award | adopted Nov 24, 2025 | none found |
| Apr 2, 2026 | COOK TIMOTHY D Officer, Director |
64,949 | $16,512,062 | RSU vesting | adopted May 21, 2024 | none found |
From the Form 144 XML filed with the SEC, since Apr 2, 2026. The value is the seller's estimate on the notice. "Form 4 sales after" matches the seller's Form 4 sales in the 30 days after the notice, by name; Form 4s go back 180 days.
Work on AAPL in a spreadsheet:
Excel workbook (a sheet per section, ten years by column, charts, links to the filings) ·
CSV.
For a Google Sheet that stays up to date, paste =IMPORTDATA("https://tickdelta.com/company/AAPL/export.csv") into a cell.