What the executives and directors of Apple Inc. actually did with their own shares, decoded from three years of SEC Form 4 filings.
The tape: three years of insider trades
Every marker sits at the exact price reported on the Form 4. The line is the monthly median of all prices insiders reported, so the chart needs no market feed; the gray strip is routine flow (vestings, tax withholding, gifts) that headlines love to miscount as selling.
Where the shares went, last 12 months
Every Form 4 movement decomposed: what flowed in (grants, vested equity, purchases) and what flowed out (tax withholding, plan sales, discretionary sales, gifts). Counted in shares, because grants carry no price.
Skin in the game
Directly held shares as reported after each trade, indexed to 100 five years back. Direct holdings only: trust and family-entity positions are per-entity in the filings and do not sum honestly, so this chart refuses to guess. The steps are the trades.
Who holds what
| Insider | Role | Shares held | Buys 12 m | Sales 12 m |
|---|---|---|---|---|
| LEVINSON ARTHUR D | Director | 3.8M | — | $107.6M |
| COOK TIMOTHY D Chief Executive Officer | CEO | 3.3M | — | $49.9M |
| Khan Sabih COO | COO | 1.1M | — | — |
| GORE ALBERT JR | Director | 469K | — | — |
| WILLIAMS JEFFREY E COO | COO | 409.8K | — | — |
| Adams Katherine L. SVP, GC and Secretary | Officer | 175.4K | — | $12.1M |
| O'BRIEN DEIRDRE Senior Vice President | Officer | 146.5K | — | $26.5M |
| SUGAR RONALD D | Director | 110.6K | — | — |
| Maestri Luca Senior Vice President, CFO | CFO | 107.8K | — | — |
| JUNG ANDREA | Director | 77.3K | — | — |
| WAGNER SUSAN | Director | 69.8K | — | — |
| Newstead Jennifer SVP, GC and Secretary | Officer | 57.8K | — | — |
| Borders Ben Principal Accounting Officer | Officer | 38.7K | — | $404K |
| BELL JAMES A | Director | 38.5K | — | — |
Open-market trade log
| Date | Insider | Type | Shares | Price | Value |
|---|---|---|---|---|---|
| 2026-06-16 | Borders Ben (Officer) | Planned sale (10b5-1) | 116 | $295.14 | $34K |
| 2026-05-27 | LEVINSON ARTHUR D (Director) | Discretionary sale | 50K | $311.02 | $15.6M |
| 2026-05-08 | Borders Ben (Officer) | Planned sale (10b5-1) | 1,274 | $290.00 | $369K |
| 2026-05-06 | LEVINSON ARTHUR D (Director) | Discretionary sale | 100.5K | $285.04 | $28.6M |
| 2026-05-06 | LEVINSON ARTHUR D (Director) | Discretionary sale | 149.5K | $284.57 | $42.6M |
| 2026-04-23 | Parekh Kevan (CFO) | Planned sale (10b5-1) | 1,534 | $275.00 | $422K |
| 2026-04-02 | COOK TIMOTHY D (CEO) | Planned sale (10b5-1) | 1,878 | $253.13 | $475K |
| 2026-04-02 | COOK TIMOTHY D (CEO) | Planned sale (10b5-1) | 4,566 | $256.00 | $1.2M |
| 2026-04-02 | COOK TIMOTHY D (CEO) | Planned sale (10b5-1) | 5,087 | $251.25 | $1.3M |
| 2026-04-02 | COOK TIMOTHY D (CEO) | Planned sale (10b5-1) | 9,147 | $252.11 | $2.3M |
| 2026-04-02 | COOK TIMOTHY D (CEO) | Planned sale (10b5-1) | 16.1K | $254.37 | $4.1M |
| 2026-04-02 | COOK TIMOTHY D (CEO) | Planned sale (10b5-1) | 28.2K | $255.17 | $7.2M |
| 2026-04-02 | O'BRIEN DEIRDRE (Officer) | Planned sale (10b5-1) | 9,664 | $255.82 | $2.5M |
| 2026-04-02 | O'BRIEN DEIRDRE (Officer) | Planned sale (10b5-1) | 20.3K | $255.12 | $5.2M |
| 2025-11-07 | KONDO CHRIS (Officer) | Discretionary sale | 3,752 | $271.23 | $1M |
| 2025-10-16 | Parekh Kevan (CFO) | Planned sale (10b5-1) | 500 | $245.89 | $123K |
| 2025-10-16 | Parekh Kevan (CFO) | Planned sale (10b5-1) | 500 | $248.73 | $124K |
| 2025-10-16 | Parekh Kevan (CFO) | Planned sale (10b5-1) | 1,534 | $247.82 | $380K |
| 2025-10-16 | Parekh Kevan (CFO) | Planned sale (10b5-1) | 1,665 | $247.04 | $411K |
| 2025-10-02 | COOK TIMOTHY D (CEO) | Planned sale (10b5-1) | 8,395 | $254.83 | $2.1M |
| 2025-10-02 | COOK TIMOTHY D (CEO) | Planned sale (10b5-1) | 22.5K | $255.86 | $5.8M |
| 2025-10-02 | COOK TIMOTHY D (CEO) | Planned sale (10b5-1) | 39.3K | $256.62 | $10.1M |
| 2025-10-02 | COOK TIMOTHY D (CEO) | Planned sale (10b5-1) | 59.8K | $257.57 | $15.4M |
| 2025-10-02 | Adams Katherine L. (Officer) | Planned sale (10b5-1) | 3,500 | $254.83 | $892K |
| 2025-10-02 | Adams Katherine L. (Officer) | Planned sale (10b5-1) | 8,100 | $255.96 | $2.1M |
| 2025-10-02 | Adams Katherine L. (Officer) | Planned sale (10b5-1) | 14K | $256.60 | $3.6M |
| 2025-10-02 | Adams Katherine L. (Officer) | Planned sale (10b5-1) | 21.6K | $257.54 | $5.6M |
| 2025-10-02 | O'BRIEN DEIRDRE (Officer) | Planned sale (10b5-1) | 1,740 | $258.08 | $449K |
| 2025-10-02 | O'BRIEN DEIRDRE (Officer) | Planned sale (10b5-1) | 41.3K | $257.36 | $10.6M |
| 2025-08-28 | LEVINSON ARTHUR D (Director) | Discretionary sale | 90K | $232.07 | $20.9M |
| 2025-08-08 | O'BRIEN DEIRDRE (Officer) | Planned sale (10b5-1) | 34.8K | $223.20 | $7.8M |
| 2025-05-12 | KONDO CHRIS (Officer) | Discretionary sale | 4,486 | $208.19 | $934K |
| 2025-04-23 | Parekh Kevan (CFO) | Planned sale (10b5-1) | 4,570 | $206.00 | $941K |
| 2025-04-02 | COOK TIMOTHY D (CEO) | Planned sale (10b5-1) | 6,695 | $221.77 | $1.5M |
| 2025-04-02 | COOK TIMOTHY D (CEO) | Planned sale (10b5-1) | 10.6K | $224.76 | $2.4M |
| 2025-04-02 | COOK TIMOTHY D (CEO) | Planned sale (10b5-1) | 28.8K | $222.99 | $6.4M |
| 2025-04-02 | COOK TIMOTHY D (CEO) | Planned sale (10b5-1) | 62.1K | $223.97 | $13.9M |
| 2025-04-02 | Adams Katherine L. (Officer) | Planned sale (10b5-1) | 1,600 | $221.68 | $355K |
| 2025-04-02 | Adams Katherine L. (Officer) | Planned sale (10b5-1) | 5,648 | $224.62 | $1.3M |
| 2025-04-02 | Adams Katherine L. (Officer) | Planned sale (10b5-1) | 9,231 | $222.87 | $2.1M |
| 2025-04-02 | Adams Katherine L. (Officer) | Planned sale (10b5-1) | 22.3K | $223.90 | $5M |
| 2025-04-02 | WILLIAMS JEFFREY E (COO) | Planned sale (10b5-1) | 2,480 | $225.03 | $558K |
| 2025-04-02 | WILLIAMS JEFFREY E (COO) | Planned sale (10b5-1) | 15.7K | $223.48 | $3.5M |
| 2025-04-02 | WILLIAMS JEFFREY E (COO) | Planned sale (10b5-1) | 17.3K | $224.34 | $3.9M |
| 2025-02-03 | LEVINSON ARTHUR D (Director) | Discretionary sale | 1,516 | $226.35 | $343K |
| 2024-12-16 | WILLIAMS JEFFREY E (COO) | Planned sale (10b5-1) | 8,384 | $251.10 | $2.1M |
| 2024-12-16 | WILLIAMS JEFFREY E (COO) | Planned sale (10b5-1) | 13.9K | $248.61 | $3.5M |
| 2024-12-16 | WILLIAMS JEFFREY E (COO) | Planned sale (10b5-1) | 34.8K | $249.50 | $8.7M |
| 2024-12-16 | WILLIAMS JEFFREY E (COO) | Planned sale (10b5-1) | 42.9K | $250.58 | $10.8M |
| 2024-11-19 | LEVINSON ARTHUR D (Director) | Discretionary sale | 50K | $229.28 | $11.5M |
| 2024-11-18 | LEVINSON ARTHUR D (Director) | Discretionary sale | 75K | $228.66 | $17.1M |
| 2024-11-18 | KONDO CHRIS (Officer) | Discretionary sale | 4,130 | $228.87 | $945K |
| 2024-11-15 | LEVINSON ARTHUR D (Director) | Discretionary sale | 75K | $224.68 | $16.9M |
| 2024-10-04 | Maestri Luca (CFO) | Planned sale (10b5-1) | 59.3K | $226.52 | $13.4M |
| 2024-10-02 | COOK TIMOTHY D (CEO) | Planned sale (10b5-1) | 7,193 | $226.57 | $1.6M |
| 2024-10-02 | COOK TIMOTHY D (CEO) | Planned sale (10b5-1) | 45.1K | $225.86 | $10.2M |
| 2024-10-02 | COOK TIMOTHY D (CEO) | Planned sale (10b5-1) | 61.9K | $224.46 | $13.9M |
| 2024-10-02 | COOK TIMOTHY D (CEO) | Planned sale (10b5-1) | 109.7K | $223.75 | $24.6M |
| 2024-10-02 | Adams Katherine L. (Officer) | Planned sale (10b5-1) | 2,995 | $227.24 | $681K |
| 2024-10-02 | Adams Katherine L. (Officer) | Planned sale (10b5-1) | 5,850 | $223.79 | $1.3M |
“Since trade” compares with the latest insider-implied price, not a market quote; this site carries no market data by design.
Filing hygiene
How to read this
A Form 4 transaction code decides everything. P is an open-market purchase and S an open-market sale; those two are the only codes where an insider chose to trade. A is a grant, M an option exercise or vesting, F shares withheld to cover tax, G a gift. Most “insiders dumped billions” headlines are code F and M mechanics.
Sales flagged 10b5-1 run on a plan the insider adopted in advance; since 2023 every Form 4 carries that flag. Buys have historically predicted returns, sales mostly have not, and this page states filings, not advice.