Should you bet on the world's most iconic consumer device brand, or the company that builds the machines required to make them? Comparing Apple (NASDAQ:AAPL) and ASML (NASDAQ:ASML) reveals two different ways to play the tech sector. Apple dominates the high-end consumer electronics market through a tightly integrated ecosystem of hardware and services. ASML provides the essential lithography equipment used by every major chip foundry to produce advanced semiconductors. While one interacts directly with billions of users, the other operates as a critical bottleneck in the global technology supply chain. Apple generates revenue by selling consumer electronics like the iPhone while growing its services segment. Indirect distribution channels, including third-party cellular network carriers and resellers, account for roughly 60% of total net sales. The company also maintains a licensing arrangement with Alphabet (NASDAQ:GOOG) (NASDAQ:GOOGL) to offer search services on its various platforms.
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