The Cupertino-based company has just presented the annual accounts report for the year 2016, which financially ended for the company on September 30, which like most technology companies are not based on calendar years. As a Wells Fargo analyst has been able to find out, in the last official report that Apple has presented declaring its annual accounts, you can see the category where we previously could see the amount that Apple allocated to advertising has disappearedoy has been included within the Administrative Expenses category, a change that is particularly striking and that seems to want to hide the amount allocated to advertising during fiscal year 2016.
In the accounts that the company presented last year, you can see how Apple increased public investment by 50%, reaching up to 1.800 billion dollars. In this latest report, the Administrative Expenses category has increased by 7%, a considerable increase considering that this amount usually varies very little from year to year.
In addition, the Wells Fargo analyst assures that Apple has ended fiscal year 2016, with the lowest operating margin since 2009, which could be due to the stagnation that the company is suffering in the sales of its devices in general, not only in reference to the iPhone, although it is the main source of income for the company.
This analyst affirms that Apple does not want the competition to know the money it has invested in advertising to be able to maintain, within what is possible, sales. This note published by Wells Frago is based on speculation, like those that we will see published in the coming days, so we will never know the real reasons for the change Apple has made to hide the amount it has invested during this last fiscal year in advertising.
