10x Genomics makes instruments, consumables, and software used by life sciences researchers to analyze biology at the resolution of individual cells and tissue structures. Its customers are primarily academic institutions, government labs, and biopharma companies studying oncology, immunology, and neuroscience. The company operates three platforms: Chromium for single-cell analysis, Visium for sequencing-based spatial analysis, and Xenium for imaging-based spatial analysis. Chromium is the largest and most established platform, using microfluidics to partition and barcode individual cells so researchers can measure gene expression and other molecular content. Xenium is the fastest-growing platform, detecting RNA and protein targets directly within intact tissue using fluorescent probes, and is now the preferred platform for most spatial use cases. Visium is still supported but not expected to grow. 10x Genomics follows an instruments-and-consumables model: instruments are placed at customer sites, then generate recurring consumable revenue as researchers run experiments. Consumable revenue is driven by the installed base, utilization rates, and price per run. The company has been deliberately lowering prices on Chromium to drive volume, with single-cell reaction volumes growing strongly even as consumable revenue stayed roughly flat. Xenium has the opposite dynamic, with pricing rising as customers adopt higher-content assays. 10x Genomics sells directly in North America and most of Europe, and through distributors elsewhere, operating in over 50 countries. Key growth priorities include expanding biopharma penetration, translational research, AI-driven biology workflows, and longer-term clinical diagnostic applications.