Tuesday, February 3, 2026
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Apple now has 164,000 full-time employees worldwide

Despite an uncertain economy, overall customer satisfaction with the retail sector continues to inch forward, according to the American Customer Satisfaction Index (ACSI ) Retail and Consumer Shipping Study 2026. Among the industries measured, general merchandise and specialty retailers each climb 1% to 79 and 80 (on a scale of 0 to 100), respectively. Online retailers are stable at 79, while supermarkets slip 1% to an ACSI score of 78. Among speciality retailers, the Apple Store rankings rose 4% to 79. Behind the topline results, retailers are contending with a more disciplined, value-focused shopper, particularly Generation Z customers. Changing purchase patterns, tighter gaps between top and bottom performers, and growing pressure on price and experience are reshaping how brands compete across the sector. “Retailers are facing a cost-conscious consumer who isn’t necessarily spending less in most cases, but spending differently,” said Forrest Morgeson, Associate Professor of Marketing at Michigan State University and Director of Research Emeritus at the ACSI. “These individuals are starting holiday shopping earlier, avoiding last-minute splurges, and trading down to discount and thrift options to stretch every dollar. Together, these shifts are tightening the field between retail winners and laggards and rewarding brands that deliver clear value and a smooth experience online and in store.” I hope you’ll help support Apple World Today by becoming a patron. Almost all our income is from Patreon support and sponsored posts. Patreon pricing ranges from $2 to $10 a month. Thanks in advance for your support.

As noted by MacRumors, as of late September, Apple had approximately 164,000 full-time employees worldwide, the company disclosed in a filing. That’s up from the 161,000 full-time employees that the company reported a year ago.

In the filing, Apple also notes that it manages its business primarily on a geographic basis. The company’s reportable segments consist of the Americas, Europe, Greater China, Japan and Rest of Asia Pacific. Americas includes both North and South America. Europe includes European countries, as well as India, the Middle East and Africa. 

Greater China includes China mainland, Hong Kong and Taiwan. Rest of Asia Pacific includes Australia and those Asian countries not included in the company’s other reportable segments. Although the reportable segments provide similar hardware and software products and similar services, each one is managed separately to better align with the location of the company’s customers and distribution partners and the unique market dynamics of each geographic region, Apple says.

I hope you’ll help support Apple World Today by becoming a patron. Patreon pricing ranges from $2 to $10 a month. Thanks in advance for your support.

Dennis Sellers
the authorDennis Sellers
Dennis Sellers is the editor/publisher of Apple World Today. He’s been an “Apple journalist” since 1995 (starting with the first big Apple news site, MacCentral). He loves to read, run, play sports, and watch movies.