Apple Inc. and Fortinet, Inc.: SG&A Spending Patterns Compared

A Tale of Two Giants: Apple Inc. vs. Fortinet, Inc.

In the ever-evolving landscape of technology, understanding the financial strategies of industry leaders is crucial. Over the past decade, Apple Inc. and Fortinet, Inc. have demonstrated distinct patterns in their Selling, General, and Administrative (SG&A) expenses. From 2014 to 2023, Apple consistently increased its SG&A spending, peaking at approximately $26 billion in 2024, reflecting a strategic investment in marketing and administrative efficiency. This represents a growth of over 117% from 2014. In contrast, Fortinet's SG&A expenses grew from $357 million in 2014 to $2.2 billion in 2023, marking a staggering increase of over 500%. This rapid growth underscores Fortinet's aggressive expansion and market penetration strategy. However, data for 2024 is missing for Fortinet, indicating potential volatility or strategic shifts. These spending patterns reveal the contrasting approaches of a tech titan and a cybersecurity leader in navigating their respective markets.