In every Apple earnings conference call with analysts, there are a range of questions from good to bad. Sometimes worse. And sometimes most of them are just bad. But in Tuesday's call for Apple's second fiscal quarter of 2016, two analysts stood out for me as those who asked both the best and and worst questions.
Simona Jankowski of Goldman Sachs—a newer player in the world of $AAPL analyst coverage—was chosen first during the Q&A session of the call, and I thought her questions were excellent.
Bernstein analyst Toni Socconaghi continued his streak of really bad questions, and I'm dubbing his questions this time around as the worst from the call.
In the passages below, I have the full quote from the respective analysts, followed by my thoughts. I'll then include the full response from Apple CEO Tim Cook and/or Apple CFO Luca Maestri so you can see how they handled those questions.
The Best Question from Apple's Q2 2016 Conference Call
Simona Jankowski of Goldman Sachs
Source: Goldman Sachs
Simona Jankowski: My first question was just a clarification in terms of putting in context of that 2 billion in channel inventory reduction. What was that last year, just to help us make the comparison on a year-over-year basis?
And then the bigger question, Tim, was: with the smartphone market now reaching a pretty mature growth phase, how does Apple think of itself going forward? Is it as a growth company or a more mature tech company? And if it's still the former, how does that change how you think about M&A [mergers and acquisitions], especially given the position you're in with your balance sheet, strategically?
A lot of times analysts asks for clarification on minutia, or things that don't appear to me to be very important. In general these folks are exceedingly intelligence and always have a reason for asking their questions, but in this case Ms. Jankowski's clarification was very relevant to anyone trying to understand exactly how Apple's channel inventory management affected the first year-over-year decline in revenue in 13 years.
Her bigger question was what was really interesting to me. While Apple is often asked about M&A, it's so often done in terms of, "Hey Tim, when are you going to buy some more revenue?" Those questions are typically founded in looking at Apple like it's any other company. Apple's strategy for acquisitions has instead been about acquiring technology and people to make Apple's existing and future products better, not to buy revenue.
Ms. Jankowski's question was analyst-speak for "Has seeing a decline in revenue made you rethink that big pile of money you have? If so, how?" That's a great question, in my mind, regardless of Mr. Cook's answer.
In this case, though, we got some insight from Mr. Cook. As shown below, he indicated that Apple would make a bigger acquisition than it's made in the past. What that might mean remains to be seen, but it's an important question and answer.
What follows is Luca Maestri's clarification and Tim Cook's answer, both in full:
Luca Maestri: Mona, let me give you data points on the sell-through and then I'll let Tim answer the strategic question. We had a channel inventory reduction that was worth a bit less than $800 million a year ago.
Tim Cook: Simona, Hi. It's Tim. In terms of do I think the smartphone market is mature. I think the market, as you know, is currently not growing. However, my view of that is that's an overhang of macro-economic environment in many different places in the world. And we're very optimistic that this, too, shall pass, and that the market—particularly us—will grow again.
The reason we're optimistic is we look at the three places iPhone sales come from, and from an upgrade point of view, we compare favorably—slightly better—than the upgrade cycle we saw on the iPhone 5S. It's lower than the iPhone 6, but I think all of us know that was an extraordinary cycle that accelerated upgrades from  into 2015. That comparable will be tough for this year, but that's a transitory thing.
As we look at Switchers, we're extremely excited that for the first half we set a record for Switchers from other platforms, the largest we've ever seen in any 6 month period before. So we've got traction there.
And then on emerging markets, if you take a look at India, we grew by 56 percent. And we're placing increasing emphasis in these areas where it's clear there will be a disproportionate growth versus the more developed areas.
The next thing is that with the iPhone SE, we have seen our ability to attract even more customers into the platform with an incredible product that is at a new price point for us with the latest technology. So we're optimistic about attracting even more customers with that.
We also look at our pipeline, and we're very excited about what's in our pipeline. All those things make me optimistic.
Your other question was on M&A, regardless of the first, we're always looking in the market about things that complement things that we do today, become features in something we do, or allow us to accelerate entry into a category that we're excited about.
As I've said before, our test is not on the size—we would definitely buy something larger than we've bought thus far—it's more about the strategic fit and whether it's a great technology and great people. We continue to look and we stay very active in the M&A markets.
Next: The Worst Question Asked During Apple's Q2 2016 Conference Call with Analysts