May 02, 2013, 7:00 AM — Apple's record-setting $17 billion bond offer this week stood in stark contrast to the company's darkest days, when in 1996 its millions in notes were rated as junk because investors wondered if the company would survive a thrashing by Microsoft.
On Tuesday, Apple filed a prospectus with the U.S. Securities and Exchange Commission (SEC), outlining what numerous media outlets, including the Wall Street Journal, the New York Times and Bloomberg reported: That Apple would issue $17 billion in low-interest bonds to finance part of its stock buy-back and larger-dividend strategies.
Those bonds, part of a record corporate offering, were scooped up as investors rushed to add them to their portfolios.
According to Goldman Sachs and Deutsche Bank, the financial houses that underwrote the sale, Apple's offer generated about $52 billion in investor demand. Moody's Investors Service and Standard & Poor's gave Apple their second-highest ratings, "Aa1" and "AA-plus," respectively, but citing increased competition and uneasiness about future products, neither awarded the company their coveted "AAA" ratings.
How times have changed.
In early 1996, Standard & Poor's downgraded Apple's bonds to below investment grade, meaning they were tagged with the notorious "junk bond" label, and thus out of bounds to some investors, such as trusts. Moody's followed in March 1996 with a downgrade of its own, citing, among a whole host of factors, "a growing destabilization of its operating results, business position, and financial profile resulting from the company's increasing isolation in the Windows-dominated, IBM-compatible personal computer industry."
In particular, Moody's knocked Apple's financial future because of the onslaught of Windows, the graphical user interface (GUI) from bitter rival Microsoft. "Apple's products no longer can support premium pricing to its competitors because advances in Microsoft Corp.'s Windows operating system have substantially eroded Apple's Macintosh operating system's historic ease-of-use advantage," noted the credit firm.
Both Standard and Poor's and Moody's were also reacting to a poor 1995 fourth quarter, for which Apple reported a loss of $69 million even as revenue grew 11% year-over-year to $3.15 billion.
To repeat: How times have changed.