Apple
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Apple Computer manufactures proprietary microcomputers, software and peripherals. Apple machines use Motorola microprocessors while the company's primary competition, IBM and IBM clones, use the Intel family of microprocessors. In addition, while IBM did not use a proprietary operating system (the program which users use to interface with the computer), but instead used Microsoft's DOS operating system, Apple's operating system is proprietary. Apple gained notoriety in the mid-1980s when it introduced its Macintosh computer, which was easy to use, and which Apple hoped would bring an entire generation of users to the Apple family. The company has also been successful at targeting educational institutions as part of its marketing program, with the result that it has developed a high level of brand awareness among even very young users.However, the company's creative marketing has not prevented it from difficult times in recent years, and Apple now finds itself struggling, and facing the first year of losses since its beginning. This research considers the current state of the company from a financial standpoint, and examines the future direction of this once dynamic and innovative company. The Macintosh product family, which is the core product family for the company, includes a wide range of personal computer offerings. The Macintosh LC line is targeted at education and business markets while Macintosh Performas are targeted at first-ti
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iod of time, typically the fiscal year. Where the balance sheet shows the company's position at a particular time, the income statement shows the company's performance in terms of revenues, costs and profit over a period of time. The following income statements show Apple's performance from 1991 to 1995, and, as with the balance sheet, omit noncritical information in the interest of space.
1995
1994
1993
1992
1991
Sales
11062000
9188748
7976954
7086542
6308849
COGS
8204000
6844915
5248834
3991337
3314118
Operating Income
684000
522274
110338
805808
447349
EBIT
674000
500286
139659
855442
499744
Income Taxes
250000
190108
53070
325069
189903
Net Income
424000
310178
86589
530373
309841
Apple's performance during this period has been less than stellar, and compares poorly with the industry as a whole. The company had a particularly poor year in 1993, when its profit margin was only one percent; this compares with a poor year for the industry, but the industry-wide average profit margin was 2.0 percent at that time.
The company's sales over the past ten years have increase
. . .
Some common words found in the essay are:
Quick Ratio, Stock Performance, Net Income, Direction Apple's, Sheet Balance, Microsoft's DOS, Income Statement, IBM IBM, Debt Equity, PowerBook Apple's, current ratio, balance sheet, operating system, current assets, quick ratio, income statement, apple computer, accounts receivable, current ratio indicates, 1993 1992, personal computer, days a/r outstanding, 1995 1994 1993, 1994 1993 1992, 1993 1992 1991,
Approximate Word count = 1989
Approximate Pages = 8 (250 words per page)
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