Apple and Google compete in several product categories. Sales, income, and asset information are provided for fiscal year 2017 for each company below.

Required

1. Compute profit margin for each company.

2. Compute investment turnover for each company.

3. Refer to answers for parts 1 and 2. Which company performed better?

Data from Apple’s

 

Data from Google's

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$ millons Apple Google $110,855 12,662 167,497 197,295 Sales Net income. Invested assets, beginning of year Invested assets, end of year $229,234 48,351 321,686 375,319 Apple Inc. CONSOLIDATED BALANCE SHEETS (In millions, except number of shares which are reflected in thousands and par value) September 30, 2017 September 24, 2016 ASSETS Current assets Cash and cash equivalents 24 20,289 20,484 Short-term marketable securities 53,892 46,671 Accounts receivable, less allowances of $58 and $53, respectively 17,874 15,754 Inventories 4,855 2,132 Vendor non-trade receivables 17,799 13,545 Other current assets 13,936 8,283 Total current assets 128,645 106,869 Long-term marketable securities 194,714 170,430 Property, plant and equipment, net 33,783 27,010 Goodwill 5,717 5,414 Acquired intangible assets, net 2.298 3,206 Other non-current assets 10,162 8,757 Total assets 375,319 321,686 LIABILITIES AND SHAREHOLDERS' EQUITY Current liabilities 37,294 Accounts payable Accrued ex penses 49,049 25,744 22,027 De ferred revenue 7,548 8,080 Commercial paper 11,977 8,105 Current portion of long-term debt 6,496 3,500 Total current liabilities 100,814 79,006 Deferred revenue, non-current 2,836 2,930 Long-term debt 97,207 75,427 Other non-current liabilities 40,415 36,074 Total liabilities 241,272 193,437 Commitments and contingencies Shareholders' equity Common stock and additional paid-in capital, S0.00001 par value: 12,600,000 shares authorized; 5,126,201 and 5,336,166 shares issued and outstanding, respectively Retained earnings 35,867 31,251 98,330 96,364 Accumulated other comprehensive income (loss) Total shareholders' equity (150) 634 134,047 128,249 Total liabilities and shareholders' equity 375,319 321,686 See accompanying Notes to Consolidated Financial Statements.