Trade in iphone upgrade program

Accounting For The IPhone Upgrade Program Case Writeup

1) Why do you think Apple introduced the iPhone Upgrade Program? What value might Apple be adding from a customer’s perspective?

2) How do you think the Upgrade Program will affect how revenue is recognized at Apple compared to iPhones sold outside of this program? How would the change affect the income statement and balance sheet? In answering this question, focus on case Exhibits 3, 5, and 6.

H A R V A R D B U S I N E S S S C H O O L

9-117-020 REV: NOVEMBER 22, 2016

JONAS HEESE KRISHNA G. PALEPU H. PAVID SHERMAN MONICA BARALDI

A c c o u n t i n g f o r t h e i P h o n e U p g r a d e P r o g r a m ( A )

The iPhone has become one of the most important, world-changing and successful products in history. Last week [July 27, 2016] we passed another major milestone when we sold the billionth iPhone. We never set out to make the most, but we've always set out to make the best products that make a difference.

- Tim Cook, Apple CEO1

I n t r o d u c t i o n

On September 9, 2015, Apple Inc. (Apple) launched its new iPhone 6s and iPhone 6s Plus models and, at the same time, announced the "iPhone Upgrade Program," a new way to purchase those iPhone models in Apple's retail stores throughout the U.S.2 Under the program, eligible consumers could buy an iPhone 6s and 6s Plus and, as a form of payment, agree to a 24-month loan in partnership with Citizens Bank (Citizens).3 An iPhone purchased under the program was unlocked, meaning customers were able to switch their wireless carrier according to their contract terms. The offer included Apple's AppIeCare+ service, which provided extended warranty and software support compared to the regular one-year limited warranty. After one year the iPhone customer could turn in her old iPhone, get a new iPhone model, and enter into a new installment loan agreement, with a new two-year payment obligation.4 In the event the iPhone upgrade program was terminated by the customer, the customer was responsible for any outstanding balances due under the terms of the loan with Citizens.5

Following the announcement, several financial analysts reacted positively to the new upgrade program; some of them described it as a "smart move" forward.6 According to one UBS analyst, the "Upgrade Program increases stickiness and makes the iPhone look more like an annuity business."7

Another J.P. Morgan analyst estimated that Apple's margin for an iPhone sold under the new program could be four times higher than that for iPhones sold through the carrier channel, as Apple was charging $50 more per device under this program.8 A UBS analyst wrote that the iPhone Upgrade Program "could be a big deal," as it allowed Apple to take control of the customer relationship.9 One observer predicted that 75% of Apple's iPhone customers would eventually switch to an annual upgrade, increasing Apple's U.S. iPhone unit sales by 10% over three years.10

HBS Professors Jonas Heese and Krishna G. Palepu, Professor H. David Sherman (Northeastern University), and Case Researcher Monica Baraldi (Case Research & Writing Group) prepared this case. This case was developed from published sources. Funding for the development of this case was provided by Harvard Business School and not by the company. HBS cases are developed solely as the basis for class discussion. Cases are not Intended to serve as endorsements, sources of primary data, or illustrations of effective or Ineffective management.

Copyright © 2016 President and Fellows of Harvard College. To order copies or request permission to reproduce materials, call 1-800-545-7685, write Harvard Business School Publishing, Boston, MA 02163, or go to www Jibsp.harvard.edu. This publication may not be digitized, photocopied, or otherwise reproduced, posted, or transmitted, without the permission of Harvard Business School.

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117-020 Accounting for the iPhone Upgrade Program (A)

Other business analysts were more skeptical about the program, as it came with risks related to competition from wireless carriers. Because carriers made money when phone users paid them for service, and because phone users tended to stick with a single carrier long-term, carriers had an incentive to try to lock in customers by selling them phones that came with a two-year contract They could do this by offering other brands of phones at lower prices than Apple.11 "Apple's move is perhaps a bit threatening, in mat it incrementally erodes the carrier's relationship with the customer," said one senior analyst.12

Next to the strategic implications of the Upgrade Program, analysts tried to understand the accounting implications, especially for recognition of revenue, which the Upgrade Program could have on Apple's financials. Some assumed "no dramatic change" in revenue recognition, while others were waiting for more guidance from Apple.

In an effort to increase iPhone sales, Apple was pushing the Upgrade Program hard for the 2015 holidays in its retail stores, on its website, and in unsolicited e-mails.13

C o m p a n y B a c k g r o u n d

The iPhone went on sale for the first time at the end of June 2007 and, at a starting price of $500, was immediately criticized by bloggers and news commentators for being too expensive compared to an average smartphone priced roughly around $200.M The doubts were soon dispelled. By the end of 2007, Apple sold two million iPhones, and almost seven million in the last quarter of fiscal year 2008.15 Front a strategic perspective, between 2007 and 2014 Apple had been "remarkably consistent"16 in maintaining a smartphone price somewhere near $700 and annually launching anticipated handsets which featured incremental or radical innovations.17 Apple typically releas_e3^ewTPhqne models in the fall, increasing Appkys~sma~rtphone.units-spld and boosting revenue during the first quarter of the

-fiscal year, which typically started on 6ctober-l .18 ^

In 2015, Apple faced a challenging and changing competitive environment. The major wireless service providers such as AT&T, Sprint, T-Mobile, and Verizon were competing for subscribers in a mature U.S. market.19 Most consumers already had a cell phone and switched carriers infrequently. The average phone upgrade frequency in the U.S. had risen from 18 months in 2010 to an estimated 26 months in 2015.20 The average contract between the consumer and the wireless carrier stretched across two years in which the customer had to sign an agreement with the carrier and pay early-termination fees "in exchange for a discounted price on a phone."21 However, new trends were emerging.

In the summer of 2015, two-year contracts were disappearing,22 unlocked phones were becoming more popular, and consumers were accepting the idea of paying the full cost of a phone upfront in exchange for the freedom to select their preferred carrier at any time.23 By 2013, T-Mobile was the first carrier that no longer sold two-year contracts. "Once T-Mobile did it, all the others followed,"24 said an industry insider. Furthermore, new players were entering the mobile market. Google was testing a wireless service, Google Fi, which would allow consumers to switch from T-Mobile to Sprint and back multiple times.25

Apple's management decided that it was time to innovate the iPhone business model. In September 2015, the company announced the new iPhone Upgrade Program. For the first time, Apple financed iPhone sales directly to customers without locking them to any particular carrier.26

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Accounting for the iPhone Upgrade Program (A) 117-020

i P h o n e U p g r a d e P r o g r a m

Under the new iPhone Upgrade Program, available only through Apple's retail stores in the U.S., the company began offering a 24-month payment plan for the unlocked iPhones 6s and 6s Plus and the AppleCare+ service for $32.41 and $44.92 a month, respectively. Customers could upgrade to a new device after making 12 payments and could switch to new service carriers according to the contractual terms. (See Exhibit 1 for the iPhone Upgrade Program terms and conditions.)

From a consumer perspective, the new program did not provide any savings on the device. The final payment would end up being about $778 for the iPhone 6s, which reflected the combined standalone prices of the iPhone 6s ($649) and the AppleCare+ coverage ($129). However, as Apple typically did not increase the price of its new iPhone models, the upgrade program made it attractive for customers to upgrade. One expert reported that "[t]he leasing program" may seem like Apple is doing consumers a favor, but if s really an effort to ensure people buy new phones or continue paying more for the old one if they decide to hold on to it."27 One consumer columnist wrote: "It [the iPhone Upgrade Program] is a decent deal if you're one who simply must upgrade to the latest, greatest gadget as soon as it comes out. But if you're like me and you keep your phones for years, then you're probably better off buying instead of [essentially] leasing."28

Product innovation at Apple had anticipated the company's new strategy in the mobile business segment. A multi-carrier SIMb enabled the new iPhones 6s and 6s Plus to run on any wireless network in the world. This innovation would allow consumers to move between cellular carriers according to their preference.29 One respected Silicon Valley inventor said of Tim Cook and Apple: "They've opened up tiie floodgates. The strongest tie that an operator has to a user is a financial one, where there's either a pre-paid plan or an installment plan. With this new Apple [multi-carrier SIM], that goes away."30

From a strategic perspective, the new_iPhone Upgrade Program opened several possibilities for Apple's iPhone business. First, customers were allowed to access high-end handsets with a limited upfront payment. The program encouraged a higher turnover of the phone, at a time when the average iPhone replacement cycle was longer than two years.31 Second, sales of iPhone units had slowed in 2014 and 2015, and observers noticed that sales of services, such as Internet services, AppleCare, and Apple Pay, were becoming more and more relevant.32 With reference to the^6«rvices" business segment, Cook said: "The growth was broad-based, with APP Store revenue urxS7% to a new all-time high, hi addition to-a .strongjincrease in Apple Music, iCloud, andAppleCare.^-^See fcxmbIT2Frbr~~

.-Apple's revenue and units sold by product.) _ ""

The program also allowed Apple to enter the market for used iPhones, especially in developing countries where new iPhone models had significantly lower customer penetration. One AT&T senior executive said, "If they [Apple] are successful there will be a lot of slightly used pre-owned iPhones or handsets out there. We'll be really interested in talking to them about partnering with them to utilize those [used iPhones]."34 Financial analysts were forecasting profitable market opportunities. Gartner estimated that the high-end second-hand smartphone market would reach $14 billion by 2017,35 but for analysts it was difficult to find "meaningful data to support an estimate," as one observer wrote.36

a Under the Upgrade Program, consumers purchased and owned the phone. However, due to the payment plan structure of the accompanying loan and the ability for a consumer to turn in their phone early, some analysts referred to the program as a leasing program. b Most mobile devices contained SIM cards, or subscriber identity module cards. These were removable smart cards that stored a mobile device's identifying features, technological elements enabling voice encryption, and the user's contacts and message data. They enabled the device to connect to a specified carrier's cellular network.

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A UBS analyst reported, "Our best guess for iPhone users who are using a second-hand iPhone is somewhere around 35 million to 45 million or roughly 10% of the user base, growing by 5 to 7 million each quarter prior to the launch of the iPhone 6s and 6s Plus. With an increasing supply of iPhones traded-in within 1-2 years, we believe the available stock of used iPhones will rise."37

In India, where Apple had a 2% market share, 70% of smartphones sold for less than $150. In 2016, in an effort to increase its sales, Apple was seeking permission from government officials to sell pre- owned iPhones in India. Above all, Apple saw growth potential in China's rising middle class. Chinese customers still viewed the iPhone as a luxury product. However, Apple faced strong competition in China, especially from Xiaomi and Huawei. In 2015, Xiaomi, a Chinese company headquartered in Beijing, grew at a 23% annual rate. Its management had projected 100 million smartphone shipments for that year.38 Xiaomi controlled 15.8% of the smartphone market, followed by Huawei (15.4%) and Apple (12.2%)39 The Chinese market was especially resistant to the introduction of iPhone 6 models since, according to a 2014 market analysis, smartphones from national brands had a competitive price and were perceived as having good quality.40

Finally, the iPhone Upgrade Program created new alliances. It redefined commercial and competitive terms with phone carriers such as AT&T, T-Mobile, and Verizon. A former Verizon senior executive said: "Apple's move is a sign it wants to wrest control of customers from wireless carriers. Companies that control the customer relationship have more leverage in pricing and sales."41 A top manager at Sprint stated, "Apple is trying to do nothing more than shorten the cycle so they can sell more iPhones."42 A T-Mobile senior executive was supportive of Apple's new strategy, saying "it would allow customers to try out other carriers."43

The Upgrade Program relied on a partnership with Citizens Bank. Citizens was a subsidiary of Citizens Financial Group, one of the oldest financial institutions in the U.S., headquartered in Providence, Rhode Island.44 Citizens provided the two-year installment loan for consumers who paid a monthly amount tied to a credit card for the purchased iPhone. When the plan was launched. Citizens was Apple's only financial partner.45 One observer noticed that, for several years, Citizens had offered loans for college students and teachers to purchase Apple products. Some saw Citizens' collaboration with Apple as a low risk partnership for the bank, which controlled the credit risk related to the contract, decided on eligibility for each Apple customer applying to the Upgrade Program, and likely received interest payments from Apple to grant Apple's customers 0% loans.0 At the end of 2015, Citizens added $220 million in loans to its balance sheet, which, according to one analyst, accounted for 250,000 iPhone 6s sales in Apple Stores.46

i P h o n e R e v e n u e R e c o g n i t i o n

The revenue recognition for Apple's iPhone had undergone several changes over the years. Before fiscal year 2010, Apple reported revenues from its iPhone sales using the subscription method of accounting.47 iPhone products fell under the software revenue recognition rules pursuant to American Institute of Certified Public Accountants (AICPA) Statement of Position (SOP) No. 97-2.48 Apple used subscription accounting as it periodically provided new software updates to iPhone customers free of charge, making the iPhone a product "in which the hardware and the operating system software were tightly bundled."49 SOP 97-2 required companies to use subscription accounting for such software-

c One analyst believed that "Apple is effectively paying an interest rate in the realm of 6-12% annualized." Gene Munster, "Thoughts on iPhone Upgrade Plan Economics and iPhone User Survey," Piper Jaffray, November 23,2015, via Thomson ONE, accessed November 2016.

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enabled hardware devices. Under subscription accounting, Apple recognized the revenue and cost of goods sold for the iPhone on a straight-line basis over the product's estimated 24-month economic life. Thus, Apple's quarterly revenues reflected only one-eighth of the total revenue from iPhone sales during that quarter. This resulted in a deferral of the remaining revenue and cost of goods sold, although the company received and reported the related cash flow in the fiscal quarter when the sale happened. As long as iPhone sales increased each quarter, the deferral balance followed the same trend. (See Exhibit 3 for an illustration of the iPhone subscription accounting.) By the fourth quarter of 2008, Apple's deferred revenues reached $7.8 billion, at which point Apple decided to provide additional information to analysts and investors that gave Apple's watchers a look at Apple's revenue numbers without the use of subscription accounting.50 (See Exhibit 4 on Apple's deferred revenue.)

In 2009, the Financial Accounting Standards Board (FASB) ratified Emerging Issues Task Force (ErTF) Issue No. 09-351 ("2009 rule"),d which Apple immediately supported and adopted in the first quarter of fiscal year 2010.52 The "2009 rule" allowed Apple to split multi-element arrangements, such as the iPhone, into separate deliverables. In the case of the iPhone the first deliverable was the hardware and software "essential to the functionality of the hardware device at the time of sale;"53 the second deliverable was related to the right to receive "future unspecified software upgrades and features relating to the product's essential software."54 Following the "2009 rule," Apple was able to recognize the iPhone hardware revenue as soon as the iPhone was sold, while the revenue recognition for the frequently updated software was based on an estimated value to be recognized over the life of the iPhone, similar to using subscription accounting. (See Exhibit 5 for an illustration of the iPhone accounting under the "2009 rule.")

In May 2014, the FASB issued the Accounting Standards Update (ASU) No. 14-09, Revenue from Contracts with Customers, which amended the existing accounting standards for revenue recognition.55 ASU 14-09 aimed to provide a comprehensive and uniform framework for revenue recognition across entities and industries, thus replacing special rules such as EITF 09-3. Similar to the "2009 rule," the core principle of ASU 14-09 was to identify separate deliverables (referred to as performance obligations under the new standard) and their respective transaction prices. Revenue was recognized when a performance obligation was satisfied. Apple was considering adopting the standard in either its first quarter of 2018 or 2019.56

Beginning in September 2015, Apple estimated the revenue allocated to the software deliverable to be about $10 to reflect the increase in competitive offers for similar products at little to no cost for users. This reduced the amount Apple could reasonably charge for these deliverables on a standalone basis. Thus, when selling an iPhone, Apple only deferred up to $1? for the software component.57

iPhone Revenue Recognition under the Upgrade Program

The iPhone Upgrade Program introduced additional accounting complexities. Next to the handset and the software, the Upgrade Program also required the customer to subscribe for AppleCare+ and gave the customer the right to trade in her used phone.58 Upon exercise of the trade-in right and purchase of a new iPhone, the customer enrolled in a new two-year 0% loan with Citizens, Apple satisfied the customer's outstanding balance due to Citizens on the original device, and Apple paid interest to Citizens for granting the new loan.

" The title "2009 rule" is not an official term. The case authors use the expression "2009 rule" only to improve clarity and comprehension of the case narrative.

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The revenue from AppleCare+ was deferred and recognized ratably over the service coverage period of two year. In presenting the Q4 2015 financials, Apple CFO Luca Maestri explained that Apple would be "deferring the portion of revenue related to AppleCare+."59

Apple accounted for the trade-in right as a guarantee liability and recognized revenue for the iPhone net of the value of such right. According to an accounting experts, trade-in rights were typically treated like a right to return the purchased item. To determine the value of this right (and consequently the guarantee liability), Apple had to estimate the number of customers exercising the right and the point in time customers exercised the right. The difference between the sales price and the expected value of the trade-in right is the revenue that should be recognized at the time of sale, whereas the expected value of the trade-in right is recorded as a guarantee liability on Apple's books. Recognizing such liability resulted in a deferral of the remaining revenue and cost of goods sold, although Apple received and reported the full cash from the sale of the phone from Citizens in the fiscal quarter when the sale happened. The more iPhones sold under the program and the earlier customers exercised the trade-in right, the larger the guarantee liability, and consequently the less revenue could be recognized at the time of sale. The deferred part of cost of goods sold represents the expected value of the returned phone and is recorded as a Right of Return Asset on the firm's balance sheet (See Exhibit 6 for an illustration of the iPhone accounting under the new Upgrade Program and Exhibit 7 for Apple's revenue recognition policies.)

At the end of each financial reporting period, the estimate of the firm's return expectations were updated. Changes in this estimate were accounted for as adjustments to the amount of revenue and cost of goods sold recognized. In 2015, Apple described in its 10-K that it recognized subsequent changes to the guarantee liability within revenue.60

The Upgrade Program carried three additional issues that were not directly related to revenue recognition but nonetheless impacted Apple's financials: the value of a right of return asset, refurbishment costs, and inventory impairments of refurbished phones.

Value of Right of Return Asset Apple promised its customers to take back the used iPhones and pay the outstanding balance due to Citizens if certain conditions were met. If, at the time of sale, the company expected that the outstanding balance was larger than the value of the returned phone, the company would adjust the right of return asset as well as costs of goods sold accordingly. (See Exhibit 8 for market prices of used and refurbished iPhones). In addition, Apple had to periodically check if the carrying amount of the right of return asset was still recoverable. If Apple determined that the fair value of the used iPhones decreased, it recorded an impairment loss equal to the amount by which the book value of its iPhones exceeded the fair value (net realizable value) of these iPhones.

Refurbishment Costs When receiving used iPhones, Apple was likely to incur some costs to refurbish these phones. Such costs would be capitalized and recorded in an inventory asset account.

Value of refurbished iPhones In much the same manner as for the right of return asset, Apple also had to periodically check if the carrying amount of the refurbished iPhones was still recoverable. If Apple determined that the fair value of the refurbished iPhones decreased, it recorded an impairment loss equal to the amount by which the book value of its iPhones exceeded the fair value (net realizable value) of these iPhones.

The Upgrade Program required Apple's management to exercise judgment on several dimensions. The guarantee liability, for instance, required Apple's management to forecast customers' decision to upgrade their iPhone during the two-year program. The upgrade could take place any time after six months, with the expectation of completing the necessary 12 monthly payments, until the end of the

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two-year program. The expected loss from buying back the used iPhones from its customers also had to be estimated. Such loss was likely to be affected by the level of innovation of the new iPhones as well as the supply and demand of refurbished iPhones.

C o n c l u s i o n

Apple's second fiscal quarter, ending in March 2016, was seen as a turning point for the company. For the first time in thirteen years, Apple's revenue declined 13% (to $50.6 billion) compared to the net sales of the previous year. (See Exhibits 9 and 10 for Apple's annual reports.) The company sold 16% fewer iPhones than in the same quarter in 2015. Apple stock dropped 14% following the earnings call in April 2016. (See Exhibit 11 for Apple's share price.) There were different reactions to the news. Cook described the revenue decline as a "pause" and not the reflection of a fundamental shift in Apple's business.61 Analysts were trying to understand the reason for the decline. "There's no question that Apple's best days are behind it. The company grew at astronomical rates, and if s now so big that its ability to grow at those rates doesn't exist anymore," said one analyst.62 According to other analysts, the revenue decline could be related to a period of slowing replacement sales, a strong dollar depressing international sales, and slow growth for services such as Apple Music and iCloud.63

Most of all, analysts focused on iPhone sales. Some observers noticed that the iPhone 7, expected to be released in the fall of 2016, would show only subtle changes, like the removal of the headphone plug to make a thinner phone, and might not be a stellar driver of sales.64 Most relevant changes, like the edge-to-edge organic light emitting diode (OLED) screen and a longer battery life, were expected to be introduced on the market at the time of the 10th anniversary of the product in 2017.^ The same observers noticed that minor innovations to the iPhone 5 in the past led to a 13% sales increase, while the introduction of the larger display in 2014 generated a 37% increase at the end of 2015 fiscal year.66

The slower growth trend had also been confirmed by the iPhone 6s and 6s Plus, which resembled the previous year's models and had not generated great enthusiasm.67 Consequently, analysts forecasted a drop in unit sales as high as 20% ,68 According to another analyst, the incentive for Android customers to switch to the iPhone was lower than in the past due to the high degree of innovation and improvement that Android devices introduced, such as the curved screen of Samsung's S7 Edge and Motorola's modular Moto Z.69

Cook was very optimistic about the Upgrade Program and its impact on iPhone sales: "We are going to give you things that you can't live without, that you just don't even know you need today. You will look back and wonder 'how did I live without this?"70 According to Cook, in January 2016 only 40% of iPhone users had an iPhone 6s or 6s Plus. Many users with an old device were likely tied to a standard two-year contract, most likely stipulated in 2014. By 2016, these customers represented an opportunity to increase sales.71

Apple's observation on iPhones sales trends was confirmed by field experts. At the beginning of 2016, RBC Capital Markets expected 20% of the 6,400 customers it surveyed to sign up for Apple's iPhone Upgrade Program.72 Credit Suisse noted, "[A]ssuming about 30% of iPhone users join, the Upgrade Program would add about 50 million iPhone sales by 2017."73

Could the iPhone Upgrade Program bring new life to the product? How could Apple forecast its revenues under the new Upgrade Program? Should the company push the Upgrade Program or were there other priorities related to the impact such a program could have on Apple's financials?

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Exhibit 1 iPhone Upgrade Program Terms and Conditions

Apple offers the iPhone Upgrade Program described below under the following terms and conditions ("Terms & Conditions"). When you enroll in an iPhone Upgrade Program, you are agreeing to these Terms & Conditions.

iPhone Upgrade Program. The iPhone Upgrade Program is available to qualified customers and consists of the purchase and activation of an eligible iPhone, AppIeCare+ for iPhone, and includes an option to upgrade to a new eligible iPhone pursuant to the conditions set forth below.

a) Conditions for Upgrade Option. You may exercise your Upgrade Option to purchase a new eligible iPhone, subject to availability, under all of the following conditions:

- Payments. You have paid the equivalent of at least twelve (12) installment payments under your Installment Loan plus any taxes and fees paid at the time of enrollment;

- Installment Loan. Your account with Bank is in good standing under the terms of your Installment Loan at the time of purchase at an Apple Retail Store or at time of purchase and shipment from apple.com; and

- AppleCare+. You have continuously maintained AppleCare+ with your Financed iPhone.

b) Exercising your Upgrade Option. To exercise your Upgrade Option you must:

- Trade in your Financed iPhone in good physical and operational condition, as directed by Apple; and

- Enroll in a new iPhone Upgrade Program which includes applying for and entering into a new 24-month 0% APR installment loan ("New Installment Loan") with Bank.

c) Timing. You must exercise your Upgrade Option prior to the expiration date of your Installment Loan.

d) Early Upgrade Option. At any time six (6) months after the date of enrollment, you can become upgrade eligible by making advance payments so that you have paid the equivalent of at least twelve (12) installment payments under your Installment Loan plus any taxes and fees paid at the time of enrollment

e) Termination of Original Installment Loan After Exercising Upgrade Option. Upon successfully exercising your Upgrade Option, entering into a New Installment Loan, and completing your First Installment Payment on your New Installment Loan with Bank as outlined above, Apple will pay any remaining balance due under your original Installment Loan on your behalf to the Bank, and Bank will consider your original Installment Loan to be paid in full. Subsequent monthly payments will be made under the terms of your New Installment Loan, subject to the conditions of "Return of New, Upgraded iPhone After Exercising Upgrade Option," as set forth below.

f) Prompt Return of Financed iPhone. If you exercise your Upgrade Option and do not return your original Financed iPhone as directed by Apple within 14 days, your original Installment Loan will be reinstated and you will be responsible for any missed and/or remaining installment payments, as well as any installment payments under your New Installment Loan.

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g) Condition of Financed iPhone when Exercising your Upgrade Option. As noted above, your Financed iPhone must be in good physical and operational condition when exercising your Upgrade Option as determined solely by Apple or Apple's trade-in service provider ("Trade- In Service Provider"). For a Financed iPhone to be considered in good physical and operational condition, the Financed iPhone must:

- Power on and hold a charge;

- Have an intact and functioning display;

- Have no breaks or cracks; and

- Have Activation Lock disabled (you may be asked to disable at the time of upgrade).

If exercising your Upgrade Option via apple.com, you must also remove the SIM card prior to returning the original Financed iPhone.

h) Repairs under AppleCare+. If your Financed iPhone is not in good physical and operational condition, you will need to exercise your service rights set forth in the AppleCare+ Terms and Conditions, including paying any applicable service fee(s) required under the AppleCare+ plan. In the event you have already exhausted your service rights set forth in the AppleCare+ Terms and Conditions, or the necessary repair is not covered by AppIeCare+, you must have your Financed iPhone repaired at an Apple Store or through an Apple Authorized Service Provider at the prevailing service rates, or, depending on the extent of repairs needed, pay the prevailing out of warranty replacement cost of the Financed iPhone. If you are upgrading via apple.com and repairs are not available under AppleCare+ as outlined above, we will return your original iPhone to you, the Installment Loan associated with the original Financed iPhone will be reinstated, and you will be responsible for any missed and/or remaining installment payments as well as any installment payments under your New Installment Loan.

Source: Adapted from Apple Web site, http://www.apple.com/legal/sales-support/iphoneupgrade_us/, accessed July 2016.

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Exhibit 2 Apple's Revenue and Units Sold by Products, FY2007-FY2016

117-020 -10-

Oi

Product Summary:

Desktop Portables

Subtotal CPUs iTunes, Software and Services iPhone and related products and services iPad and related products and services iPod Accessories

Total Apple

Product Summary: Desktop Portables

Subtotal CPUs iTunes, Software and Services iPhone and related products and services iPad and related products and services iPod Accessories

Total Apple

FY2016 Units (K)

13,598

211,884 45,590

Revenue ($M)

$22,831 24.348

136,700 20.628 11.132

$215,639

m o i l Units (K)

4.669 12,066

16,735

72.293 32,394 42,620

Revenue ($M)

$6,439 15,344

21,783 9,268

47,057 20,358 7,453 2,330

$108,249

FY2015 Units (K)

20,587

231,218 54,856

Revenue ($M)

$25,471 19,909

155,041 23,227 10,067

$233,715

FY2010 Units (K)

4,627 9,035

13,662

39,989 7.458

50,312

Revenue ($M)

$6,201 11,278

17,479 7,521

25.179 4,958 8,274 1,814

$65,225

FY2014 Units (K)

18,906

169,219 67,977 14,377

Revenue ($M)

$24,079 18,063

101,991 30.283 2,286 6,093

$182,795

FY2009 Units (K)

3,182 7,214

10,396

20,731 0

54,132

Revenue ($M)

$4,324 9,535

13,859 6,447

13,033 0

8,091 1,475

$42,905

FY2013 Units (K)

16,341

150,257 71.033 26,379

Revenue ($M)

$21,483 16,051 91,279 31,980 4,411 5,706

$170,910

FY2008 Units (K)

3,712 6,003

9,715

11,627

54,828

Revenue ($M)

$5,603 8,673

14,276 5,547 1,844

9,153 1,659

$32,479

FY2012 Units (K)

4,656 13,502

18,158

125,046 58,310 35,165

Revenue ($M)

$6,040 17,181

$23,221 12,890 78,692 30,945 5,615 5.145

$156,508

FY2007 Units (K)

2,714 4,337

7,051

1,389

51,630

Revenue ($M)

$4,020 6,294

10,314 4,004

123

8,305 1,260

$24,006

Source: Compiled from Apple Inc. Form 10-K, various years.

Note: Apple stopped reporting separate data on Desktop and Portables product segment sales after fiscal year 2012.

Accounting for the iPhone Upgrade Program (A) 117-020

Exhibit 3 Illustration of the iPhone Subscription Accounting

Assume that Apple sold the iPhone 6s for $649 (without AppleCare+) and that Apple allocated $10 of revenue to the software deliverable. The software deliverable is excluded from the illustration below, reducing the revenue for the iPhone 6s to $639. After excluding the software deliverable, assume that the gross profit was $192 (30%). The subscription accounting for the iPhone sale would be as follows:

Ql (iPhone was sold to consumer):

Dr. Cash 639 Cr. Revenue (1/8) 80 6r. Deferred Revenue (7/8) 559

Dr. Cost of Goods Sold (1/8) 56 Dr. Deferred Cost of Goods Sold (7/8) 391

Cr. Inventory 447

Q2 to Q8 (remaining quarters of iPhone's economic life):

Dr. Deferred Revenue 80 Cr. Revenue 80

Dr. Cost of Goods Sold 56 Cr. Deferred Cost of Goods Sold 56

Source: Casewriter.

Note: "Dr." means "debit" and "Cr." means "credit."

Exhibit 4 Unaudited Condensed Schedule of Deferred Revenue (in $ millions), 2008-2015

Deferred Revenue 09/26/15 09/27/14 09/26/13 09/29/12 09/2^11 09/25/10 09/26/09 09/27/08

Current 8,940 8,491 7.435 5.953 4.091 2,984 10,305 4,853 Non-current 3.624 3,031 2,625 2,648 1.686 1,139 4.485 3,029 Total 12.564 11,522 10.060 8.601 5,777 4,123 14,790 7,882

Source: Capital IQ, accessed July 2016.

11

3 1

117-020 Accounting for the iPhone Upgrade Program (A)

Exhibit 5 Illustration of the iPhone Accounting under the "2009 rule" ($)

Assume that Apple sold the iPhone 6s for $649 (without AppleCare+) and that Apple allocated $10 of revenue to the software deliverable. The software deliverable is excluded from the illustration below, reducing the revenue for the iPhone 6s to $639. After excluding the software deliverable, assume that the gross profit was $192 (30%). The accounting for the iPhone sale under the "2009 rule" would be as follows:

Ql (iPhone was sold to consumer):

Dr. Cash 639 Cr. Revenue 639

Dr. Cost of Goods Sold 447 Cr. Inventory 447

Source: Casewriter.

Note: "Dr." means "debit" and "Cr." means "credit"

12

32

Accounting for the iPhone Upgrade Program (A) 117-020

Exhibit 6 Illustration of the iPhone Accounting under the new Upgrade Program ($)

Assume that Apple sold the iPhone 6s for $649 (without AppleCare+) and that Apple allocated $10 of revenue to the software deliverable. The software deliverable is excluded from the illustration below, reducing the revenue for the iPhone 6s to $639. After excluding the software deliverable, assume that the gross profit was $192 (30%). Apple assumed that the consumer exercised the trade-in option after one year and that the market value of the returned phone was not lower than the book value of the returned phone at the point in time Apple purchased it back from the customer. The accounting for the iPhone sale under the upgrade program would be as follows:

Q l (iPhone was sold to consumer):

Dr. Cash

Dr. Cost of Goods Sold Dr. Right of Return Asset

Cr. Revenue Cr. Guarantee liability for trade-in option

Cr. Inventory

639

223.5 223.5

319.5 319.5

447

After one year (exercise of trade-in option):

Dr. Guarantee liability for trade-in option 319.5 Cr. Cash 319.5

Dr. Inventory 223.5 Cr. Right of Return Asset 223.5

Source: Casewriter.

Note: "Dr" means "debit" and "Cr" means "credit."

13

33

117-020 Accounting for the iPhone Upgrade Program (A)

Exhibit 7 Apple Inc. FY 2015 Revenue Recognition Policy—Notes to Consolidated Financial Statements

The Company records deferred revenue when it receives payments in advance of the delivery of products or the performance of services. This includes amounts that have been deferred for unspecified and specified software upgrade rights and non-software services that are attached to hardware and software products. The Company sells gift cards redeemable at its retail and online stores, and also sells gift cards redeemable on iTunes Store, App Store, Mac App Store and iBooks Store for the purchase of digital content and software. The Company records deferred revenue upon the sale of the card, which is relieved upon redemption of the card by the customer. Revenue from AppleCare service and support contracts is deferred and recognized over the service coverage periods. AppleCare service and support contracts typically include extended phone support, repair services, web-based support resources and diagnostic tools offered under the Company's standard limited warranty. The Company records reductions to revenue for estimated commitments related to price protection and other customer incentive programs. For transactions involving price protection, the Company recognizes revenue net of the estimated amount to be refunded. For the Company's other customer incentive programs, the estimated cost of these programs is recognized at the later of the date at which the Company has sold the product or the date at which the program is offered. The Company also records reductions to revenue for expected future product returns based on the Company's historical experience. Revenue is recorded net of taxes collected from customers that are remitted to governmental authorities, with the collected taxes recorded as current liabilities until remitted to the relevant government authority.

In September 2015, the Company introduced the iPhone Upgrade Program, which is available to customers who purchase an iPhone 6s and 6s Plus in one of its U.S. physical retail stores and activate the purchased iPhone with one of the four national carriers. The iPhone Upgrade Program provides customers the right to trade in that iPhone for a new iPhone, provided certain conditions are met One of the conditions of this program requires the customer to finance the initial purchase price of the iPhone with a third-party lender. Upon exercise of the trade-in right and purchase of a new iPhone, the Company satisfies the customer's outstanding balance due to the third-party lender on the original device. The Company accounts for the trade-in right as a guarantee liability and recognizes arrangement revenue net of the fair value of such right with subsequent changes to the guarantee liability recognized within revenue.

Source: Excerpted from Apple Web site, http://ffles.shareholder.com/dowruoads/AAPL/2531064259x0x861262/2601797E- 6590-4CAA-S6C9-962348440FFC/2015_Form_10-K_As-filed_-pdf, p. 45 and p. 64, accessed July 2016.

14

34

http://ffles.shareholder.com/dowruoads/AAPL/2531064259x0x861262/2601797E6590-4CAA-S6C9-962348440FFC/2015_Form_10-K_As-filed_-pdf
http://ffles.shareholder.com/dowruoads/AAPL/2531064259x0x861262/2601797E6590-4CAA-S6C9-962348440FFC/2015_Form_10-K_As-filed_-pdf
Accounting for the iPhone Upgrade Program (A) 117-020

Exhibit 8 Price of Used and Refurbished iPhone 6s

t Pr

$700

$600 $599

S5S9 $500 5539

$400

$300

$200

$100

$D

$469

Sep 2016

Source: Compiled from Appleinsider.com and Gazelle.com; historical data from these sites accessed via http://archive.org/web/. Trade-in prices from Appleinsider.com refer to prices on Gazelle.com.

Exhibit 9 Apple Inc. Consolidated Statements of Operations (in $ millions)*, 2014-2016

09/24/2016 09/26/2015 09/27/2014

Net sales Cost of sales

Gross Margin Operating expenses:

Research and Development Selling, general and administrative

Total operating expenses Operating income Other !ncome/(expenses), net Income before provision for income taxes Provision for income taxes Net Income

Earnings per share Basic Diluted

Shares used in computing earnings per share Basic Diluted

Cash dividends declared per share

$215,639 131,376 84.263

10,045 14,194 24,239 60.024 1,348

61,372 15,685 45.687 •

$233,715 140,089 93,626

8,607 14,329 22,396 71.230 1,285

72.515 19.121 53.394

$182,795 112,258 70,537

6,041 11,993 18,034 52,503

980 53,483 13,973 39,510

$8.35 $8.31

5,470,820 5,500,281

$2.18

$9.28 $9.22

5,753,421 5,793,069

$1.98

$6.49 $6.45

6,085,572 6,122,663

$1.82

Source: Excerpted from company Web site, FY201610-K, http://mvestor.apple.com/fmancials.cfm, accessed November 2016.

Note: * Except number of shares which are reflected in thousands and per share amounts.

15

35

http://Appleinsider.com
http://Gazelle.com
http://archive.org/web/
http://Appleinsider.com
http://Gazelle.com
http://mvestor.apple.com/fmancials.cfm
117-020 Accounting for the IPhone Upgrade Program (A)

Exhibit 10 Unaudited Condensed Consolidated Balance Sheets (in $ millions)*, 2014-2016

ASSETS 09/24/7016 09/26/2015 09/27/2014

Current Assets: Cash and cash equivalent Short-term marketable securities Accounts Receivable Inventories Deferred tax assets Vendor non-trade receivables Other current assets

Total current assets Long-term marketable securities Property, plant and equipment, net Goodwill Acquired intangible assets, net Other non-current assets

Total assets

$20,484 46,671 15.754 2,132

- 13,545 8,283

106,869 170,430 27,010 5,414 3,206 8,757

321,686

$21,120 20,481 16,849 2,349 5,546

13,494 9.539

89.378 164,065 22,471 5.116 3.893 5.556

290,479

$13,844 11,233 17,460 2,111 4,318 9,759 9,806

68,531 130.162 20.624 4,616 4,142 3,764

231,839

LIABILITIES AND SHAREHOLDERS' EQUITY

Current liabilities: Accounts payable Accrued expenses Deferred revenue Commercial paper Current portion of long-term debt

Total current liabilities Deferred revenue, non-current Long-term debt Other non-current liabilities

Total liabilities Commitment and contingencies(No""> Shareholders' equity

Common stock and additional paid-in capital, $0.00001 per value: 12,600,000 shares authorized; 5,336,166 and 5,578,753 shared issued and outstanding, respectively Retained earnings Accumulated other comprehensive income/(loss)

Total shareholders' equity Total liabilities and shareholders' equity

37,294 22,027 8.080 8,105 3,500

79,006 2,930

75,427 36,074

193,437

35,490 25,181 8,940 8,499 2,500

80,610 3.624

53,463 33.427

171,124

30,196 18.453 8.491 6.308

63,448 3,031

28.987 24,826

120,292

31,251

96,364 634

128,249 321,686

27,416

92,284 (345)

119,355 290,479

23.313

87,152 1,082

111,547 231,839

Note 10 - Commitments and Contingencies

[...] The Company offers an IPhone Upgrade Program, which is available to customers who purchase an iPhone 6s and 6s Plus in its U.S. retail and online stores and activate the purchased iPhone with one of the four U.S. national carriers. The IPhone Upgrade Program provides customers the right to trade in that iPhone for a new iPhone, provided certain conditions are met. One of the conditions of this program requires the customer to finance the initial purchase price of the iPhone with a third-party lender. Upon exercise of the trade-in right and purchase of a new iPhone, the Company satisfies the customer's outstanding balance due to the third-party lender on the original device. The Company accounts for the trade- in right as a guarantee liability and recognizes arrangement revenue net of the fair value of such right with subsequent changes to the guarantee liability recognized within revenue. [...]

Source: Excerpted from company website, FY201610-K, http://investor.apple.com/financials.cfm, accessed November 2016.

Note: * Except number of shares which were reflected in thousands and par value.

16

3 6

http://investor.apple.com/financials.cfm
Accounting for the iPhone Upgrade Program (A) 117-020

Exhibit 11 Apple Inc. Share Pricing ($), April 15-May 16,2016

5.00%

0.00% -

-5.00%

-10.00%

-15.00% -

-20.00% >s> ..$> _..«> •* A* A* ^ _«*?• ^* .** ^ ^ ^ ^ ^s* •?> * _«£ _»?> »?> h>* O* *̂ . i.'O O* k'O *.*, .V .« -V *>» 103 (0>, «w Ô CO CO *& «*3 .̂O .̂O W

* * ^ c / c / s»* ^ • / • / ^ v * c / -# j> J> * * * * * * c / • / n* V* «* ^ ' **' ** **' *-*' «*' ^ ' **' & ^' <&' ^ jf* jF ^ J? ^ ^ jF jF 4F ^

|~ Apple Inc. (NasdaqGSAAPL)- Share Pricing NASDAQ Composite Index PCQMP) - Index Value |

Source: Compiled from Capital IQ, accessed August 2016.

17

37

117-020 Accounting for the iPhone Upgrade Program (A)

E n d n o t e s

1 Jasper HamilL "Apple Has Flogged One Billion iPhones in Less than a Decade," The Sun, July 28,2016, https://www.thesun.co.uk/news/1516139/apple-has-flogged-one-billion-iphones-in-less-than-a-decade/, accessed July 2016. 2 Thomas Gryta and Ryan Knutson, "Apple Wants to Sell You an iPhone for $32 a Month," The Wall Street Journal, http://blogs.wsj.com/ digits/2015/09/09/apple-wants-to-sell-you-an-iphone-for-32-a-month/, accessed July 2016. 3 Deirdre Femandes, "Citizens Is the Bank behind Apple's New iPhone Upgrade Plan," The Boston Globe, September 10,2015, http://www.betaboston.com/news/2015/09/10/citizens-bank-to-offer-Ioans-for-iphone-subscriprions/, accessed August 2016. 4 Apple, "iPhone Upgrade Program Terms & Conditions," Apple Web site, http://www.apple.com/legal/sales- support/iphoneupgrade_us/, accessed July 2016. 5 Apple, "iPhone Upgrade Program Terms & Conditions."

Steven Milunovich, "Apple Inc. Upgrade Program a Net EPS Positive and Could Boost Multiple on Recognition of Annuity Revenue," UBS Securities LLC., September 15, 2015, via Thomson ONE, accessed August 2016. 7 Steven Milunovich, "Apple Inc. Upgrade Program a Net EPS Positive and Could Boost Multiple on Recognition of Annuity Revenue." 8 Rod HilL "Apple Inc., iPhone Upgrade Program Deep Dive," J.P. Morgan, September 15,2015, via Thomson ONE, accessed July 2016.

Steven Milunovich, "Apple Inc. Upgrade Program a Net EPS Positive and Could Boost Multiple on Recognition of Annuity Revenue." 10 Philip Elmer-DeWitt, "Apple's Secret Plan to Boost iPhone Sales Is Working," Fortune, December 15,2015, http://fortune.com/2015/12/15/apple-iphone-upgrade-program/, accessed August 2016. 11 Rod HilL "Apple Inc., iPhone Upgrade Program Deep Dive;" Munster, Gene, "Apple Inc., Early Take On iPhone Upgrade Program Metrics," Piperjaffray, January 22,2016, via Thomson ONE, accessed July 2016.

Thomas Gryta and Ryan Knutson, "Apple Takes Aim at Wireless Phone Companies," The Wall Street Journal, September 9, 2015, http://www.wsj.com/articles/apple-takes-airn-at-wireless-phone-companies-1441845365, accessed July 2016. 13 Philip Elmer-DeWitt, "Apple's Secret Plan to Boost iPhone Sales Is Working." 14 Statista, "Average Price of PDAs/Smartphones, after Discount, in the United States between 4th Quarter 2006 and 4th Quarter 2009 (in U.S. Dollars)," Statista, http://www.statista.com/staristics/185718/average-price-for-pdas-and-smartphones- in-the-united-states-smce-2006/, accessed August 2016. 15 Statista, "Global Apple iPhone Sales from 3rd Quarter 2007 to 2nd Quarter 2016 (in Million Units)," Statista, http://www.statista.com/staristics/263401/global-apple-iphone-sales-since-3rd-quarter-2007/, accessed August 2016. 16 Vlad Savov, "The Entire History of iPhone vs. Android Summed Up in Two Charts," The Verge, June 1,2016, http://www.theverge.eom/2016/6/l/11836816/iphone-vs-android-history-charts, accessed August 2016. 17 Wayne Williams, "Just How Innovative Was Each iPhone Release?," Betanews, September 5,2014, http://betanews.com/2014/09/05/just-how-innovative-was-each-iphone-release/, accessed August 2016. 18 Jack Linshi, "This 1 Chart Shows How Intense the Apple-Samsung Rivalry Really Is," Time, April 29,2015, http://time.com/3840414/samsung-apple-market-share/, accessed August 2016. 19 Joanna Stern, "Kill the Wireless Contract! Buy Your Own Phone," The Wall Street Journal, February 25,2015, http://www.wsj.com/articles/kill-the-wireless

_

3 8

https://www.thesun.co.uk/news/1516139/apple-has-flogged-one-billion-iphones-in-less-than-a-decade/
http://blogs.wsj.com/
http://www.betaboston.com/news/2015/09/10/citizens-bank-to-offer-Ioans-for-iphone-subscriprions/
http://www.apple.com/legal/salessupport/iphoneupgrade_us/
http://www.apple.com/legal/salessupport/iphoneupgrade_us/
http://fortune.com/2015/12/15/apple-iphone-upgrade-program/
http://www.wsj.com/articles/apple-takes-airn-at-wireless-phone-companies-1441845365
http://www.statista.com/staristics/185718/average-price-for-pdas-and-smartphonesin-the-united-states-smce-2006/
http://www.statista.com/staristics/185718/average-price-for-pdas-and-smartphonesin-the-united-states-smce-2006/
http://www.statista.com/staristics/263401/global-apple-iphone-sales-since-3rd-quarter-2007/
http://www.theverge.eom/2016/6/l/11836816/iphone-vs-android-history-charts
http://betanews.com/2014/09/05/just-how-innovative-was-each-iphone-release/
http://time.com/3840414/samsung-apple-market-share/
http://www.wsj.com/articles/kill-the-wireless%3contract-buy-your-own-phone-1424807865
http://www.wsj.com/articles/apples-iphone-the-biggest-change-is-how-youll-pay-for-it-1441754856
http://www.wsj.com/articles/sprint-to-abandon-two-year-contracts-1439837235
Accounting for the iPhone Upgrade Program (A) 117-020

22 Ryan Knutson, "Sprint to Abandon Two-Year Contracts." 23 Joanna Stem, "Kill the Wireless Contract! Buy Your Own Phone." 24 Cade Metz, "New iPhone Means We'll Soon Escape the Captivity of Carriers," Wired, September 14,2015, http://www.wired.com/2015/09/new-iphone-means-well-soon-escape-captivity-carriers/, accessed July 2016. 25 Cade Metz, "New iPhone Means We'll Soon Escape the Captivity of Carriers." 26 Thomas Gryta and Ryan Knutson, "Apple Takes Aim at Wireless Phone Companies." 27 ABC News, "What You Should Know about New Lease Program for Apple iPhone 6s and 6sPlus," ABC News website, September 11,2015, http://wtnh.com/2015/09/ll/what-you-should-know-about-new-lease-prograrn-for-apple-aapl-iphone- 6s^and-6s-plus/, accessed August 2016. 28 Susanna Kim, "What you should know about new lease program for apple iPhone 6s and 6sPlus," ABCNews, September 24, 2015, http://abcnews.go.com/Technology/lease-program-apple-aapl-iphone-6s-6s/story7id-33657547, accessed November 2016. 29 Sam Oliver, "Apple Unveils New Multi-Carrier Apple SIM Bundled with new iPads," Applelnsider, October 16,2014, http://appleinsider.com/ articles/14/10/16/apple-unveils-new-multi