Apple Computers in Looking at Term Paper

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43% and 59.80%, respectively. In the late 1990s when Apple was doing well, Dell was doing better, with 1998, 1999, and 2000 ratios of 91.19%, 82.06%, and 46.53% for those years. Dell has had some ups and down, but it has never faced the negative return on equity issues that Apple has seen in previous years, and the return on equity numbers for Dell remain very strong - much stronger than those of Apple.

Even though Apple's ratios are improving, the improvement is slow and not nearly as strong as the numbers that Dell Computer Corporation is showing. This is, naturally, suspected to be rather troublesome for Apple, especially when it did so well late in the 1990s. It is unfortunate that it has fallen by the wayside to some degree, but one often sees advertisements for Dell and Gateway computers, and rarely sees them for Apple. The marketing may be the problem, but there could be other issues as well.

There are assumptions that can be made from this. First, Apple is doing better than it had in previous years, because it is avoiding the negative return on equity problem that it faced before.

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Second, Dell Computer Corporation is overshadowing it quite strongly and growing much faster than Apple is. Whether Dell's technology is that much better, whether the name recognition means more, or whether Apple is simply not marketing as well as Dell are all areas for speculation, but there is no real way to say with certainty what is causing this large difference simply by looking at the financial information.

Morningstar.com. (5 July, 2005). http://quicktake.morningstar.com/Stock/Profitability10.asp?Country=USA&Symbol=AAPL&stocktab=keyratio

Morningstar.com. (5 July 2005). http://quicktake.morningstar.com/Stock/Profitability10.asp?Country=USA&Symbol=DELL&stocktab=keyratio&hsection=quote&pmts.....

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