Analybility Analysis Of Apple's Financial Analysis For Blackberry

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Looking at the previously conducted profitability ratios for Blackberry, we can notice that all the ratios are not only lower than Apple’s, but have also decreased throughout 2011 until 2013. However, for Apple, all conducted profitability ratios are increasing throughout a three-year time span, from 2010 to 2012.

The gross margin measures the relationship between sales and the costs that support these sales. Blackberry’s gross margin has decreased from years 2011-2013. It was 44% in 2011, but decreased to 35% in 2012. Apple’s gross margin, however, is clearly increasing. It was 40% in 2011, and increased to 44% in 2012, which shows that Apple retains more revenue to cover its costs compared to Blackberry.

Return on assets (ROA) measures
As we can see, there is a significant decline in ROE from the year 2011 to 2013, and the return on equity turns out to be negative in 2013. On the other hand, the return on equity for Apple in the years 2010, 2011 and 2012 is 21%, 34% and 35% respectively. We can see that this ratio has improved from 2010 to 2012 by 14%.

The return on equity ratio is suitable for measuring and comparing the profitability of an enterprise to that of other companies in the same industry. Therefore, by comparing Apple and Blackberry ratios over a span of three years we realize that Apple has been doing a better job in terms of ROE, meaning that Apple is more effective and efficient in its use of money from investments to generate profit.

The return on invested capital (ROIC) measures how efficiently a company uses the capital (owned or borrowed) that has been invested in its operations. A high ROIC means that a company is getting a high return on invested capital. Not surprisingly, Apple has the higher ROIC, with a ROIC of 35% in 2012, when Blackberry was only making a return of 14%. In 2013, Blackberry’s ROIC dropped to 0$, which means that, for every 1$ invested in invested capital, their return is

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