1. Some of the costs of Apple’s repair services department are:
Variable: Parts used to repair electronic devices, direct labor used to
2. As revenues grow, the variable costs will increase in total, as will the
mixed costs. Total fixed costs should not change in total. Since the
3. Since variable costs are not likely to increase with volume increases by
a constant amount, Apple cannot use a simple contribution margin ratio
Average selling price per unit …………………..
Average variable cost per unit ………………....
Average contribution margin per unit…………....
Total fixed costs ($ millions) …………………....
Break-even point in units (000’s) ……………...
2. As unit sales decline, Apple’s operating profits will fall by $300 per unit
versus Google’s decline in operating profits of $200 per unit. Thus,
operating profit will decline more for Apple than for Google as unit sales
decline.