It was a week to remember for Apple (NASDAQ: AAPL) and its investors. The consumer tech tastemaker hit an all-time intraday high in each of the weeks five trading days. Its not alone. A lot of companies are racing to hit fresh high-water marks in the current bullish climate.
Apple investors have been treated to a 64% gain since bottoming out in April, but its also not alone on that front. Most stocks — and tech stocks in particular — have been soaring the since the initial tariff-related sell-off nearly seven months ago. Most of the other “Magnificent Seven” stocks have actually moved even higher since April.
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Near the end of last weeks run of daily intraday highs, Apple also posted well-received quarterly results. It was a modest beat, and near-term guidance was promising. However, many of the same questions that plagued Apple earlier this year remain. The stock is just trading a lot higher, and it leaves me wondering if the class act of Cupertino is worthy of its upticks.
Are you kicking yourself for not buying Apple shares years ago? Trust me, you’re not alone. Every time I see Apple hit another trillion-dollar milestone, I wonder if I’ve missed the boat completely. But here’s the good news – it might not be too late to get a bite of this tech giant.
Apple recently hit the impressive $4 trillion market cap milestone making it the second most valuable company in the world (right behind Nvidia which reached $5 trillion). With the stock finally gaining momentum after staying relatively flat for much of the year, many investors are asking is it too late to buy Apple stock?
Let’s dive into what’s happening with Apple right now and whether there’s still room for growth in this tech behemoth’s future.
Apple’s Recent Performance: Finally Gaining Momentum
For much of 2025, Apple stock has been somewhat disappointing compared to the broader market. While the S&P 500 has climbed nearly 18% year to date, Apple has only recently started to catch up, now up about 8% for the year.
But there’s been a noticeable shift in momentum. Several positive updates last week finally brought market sentiment back around to Apple’s side:
- Investors were relieved that tariffs on goods imported from China are being halved
- Apple has committed to producing more goods in the United States
- The iPhone 17 launch is showing promising early results
- Apple recently hit the $4 trillion market cap milestone
These developments suggest that despite its massive size, Apple still has growth potential that shouldn’t be ignored.
The iPhone Factor: Apple’s Continuing Cash Cow
If there’s one reason to consider buying Apple stock today, it’s the enduring popularity of the iPhone. Despite many smartphone makers on the market, the iPhone continues to dominate in key markets:
- According to Counterpoint Research, Apple models make up four of the top five best-selling smartphones in the U.S., including the top three positions
- The iPhone 16 was the top-selling model as of June 2025
- The iPhone 17, released in mid-September, is already outselling the iPhone 16
- iPhone sales increased 6% year over year in Apple’s 2025 fiscal fourth quarter
- iPhones account for approximately half of Apple’s total revenue
What’s particularly encouraging is that the iPhone 17 wasn’t even fully reflected in the most recent earnings report, as it was released in mid-September (Apple’s Q4 ended September 27). Early calculations show iPhone 17 sales outperforming iPhone 16 sales in both the U.S. and China during its first 10 days on the market.
Management’s Upbeat Guidance
One of the most compelling reasons to consider Apple stock now is management’s positive outlook. For the 2026 first quarter, Apple expects:
- Company-wide sales to increase 10-12%, primarily driven by iPhone 17 sales
- Sales have been constrained by capacity, not demand (a good problem to have!)
- The company is working hard to meet the strong demand
This is particularly significant as the current quarter includes the holiday season, which is typically strong for device companies like Apple whose products are popular gifts.
Where Does Apple Stock Stand Today?
Before deciding if it’s too late to buy Apple stock, let’s examine where it currently stands:
- Market cap: Recently hit $4 trillion (second only to Nvidia at $5 trillion)
- YTD performance: Up approximately 8% (versus S&P 500 up nearly 18%)
- Recent momentum: Positive, with several catalysts pushing the stock higher
- Product lineup: Strong, with the iPhone 17 showing promising early results
- Management guidance: Optimistic, projecting 10-12% growth for Q1 2026
Is The Apple Growth Story Over?
Many investors worry that Apple’s massive size means its growth days are behind it. After all, how much bigger can a $4 trillion company get?
This concern isn’t new. People have been predicting the end of Apple’s growth story for years, yet the company continues to find ways to expand. While it’s true that Apple may not deliver the explosive growth it once did, there are several factors that suggest continued growth is possible:
- Product ecosystem strength: Apple’s ecosystem keeps users locked in and upgrading
- Services revenue growth: Apple’s services segment continues to expand
- Global market penetration opportunities: Apple still has room to grow in many international markets
- Emerging technologies: Apple continues to invest in new product categories
- Brand loyalty: Apple commands extraordinary customer loyalty and retention
Potential Challenges Ahead
Of course, investing in Apple isn’t without risks. Some challenges the company faces include:
- Competition in the smartphone market: While Apple dominates in the U.S., global competition remains fierce
- Supply chain vulnerabilities: As seen with China tariffs, Apple remains exposed to global trade tensions
- Regulatory scrutiny: Big Tech companies face increasing regulation worldwide
- AI development delays: Apple has faced some negative market sentiment for delays in Apple Intelligence
- High expectations: As one of the world’s most valuable companies, Apple must consistently exceed expectations to move the stock higher
So… Is It Too Late to Buy Apple Stock?
After looking at all the evidence, I don’t think it’s too late to buy Apple stock, but your expectations need to be realistic.
If you’re hoping for explosive 1000% returns like early Apple investors saw, then yes, those days are likely behind us. But if you’re looking for a quality company with steady growth potential and a strong market position, Apple still has a lot to offer.
The iPhone continues to be Apple’s flagship product, and upgrades are keeping customers happy and coming back for more. Apple knows what its customers want and has a proven track record of delivering products that resonate with consumers.
Here’s my take on different investor scenarios:
For long-term investors:
Apple still makes sense as a core holding in most portfolios. The company has proven its staying power and ability to generate substantial cash flow, even if growth rates moderate over time.
For value investors:
Apple stock isn’t particularly cheap by traditional metrics, but the company’s quality and financial strength may justify the premium.
For growth investors:
While not the growth rocket it once was, Apple’s recent guidance suggests there’s still meaningful growth ahead, especially in its services business and with new product categories.
For income investors:
Apple pays a modest dividend that has grown steadily over time, complemented by aggressive share repurchases that enhance shareholder value.
Final Thoughts: A Bite of Apple May Still Be Worthwhile
Looking at Apple’s continued iPhone dominance, management’s positive outlook, and the company’s ability to consistently deliver products that consumers love, I believe there’s still room for Apple in most investment portfolios.
Yes, the days of spectacular returns may be behind us, but Apple has proven time and again that betting against it is usually a losing proposition. The company’s commitment to innovation, strong customer loyalty, and financial discipline make it a stock worth considering even at its current valuation.
So, is it too late to buy Apple stock? I don’t think so. While the easy money has been made, patient investors with a long-term horizon could still see attractive returns from here. Just remember to keep your expectations reasonable and, as always, maintain a diversified portfolio.
Taking a bite out of the Apple
As an investor in Apple, I realize that it may seem hypocritical to be calling out a stocks bounce that has benefited me financially. Its like looking a gift iPad in the USB-C connector port. Ive owned Apple long enough for it to be an 11-bagger, even though I have pared back my position as Apples growth has slowed.
Allow me to zoom out before zooming back in. Lets go back over the past 21 years of Apples stunning growth trajectory. Apple rattled off nine consecutive years of healthy double-digit revenue growth starting in 2004. Strong iPod and Mac sales erupted when the iPhone was introduced three years into that run. Apple then settled into a predictable routine a year after Steve Jobs left us in 2011. Every year of double-digit top-line revenue growth was followed by positive or negative single-digit moves in back-to-back years before a more evolutionary iPhone model would come out and raise the bar again.
Heres how its net sales have played out over the past few fiscal years since Steve Jobs left us in 2011.
- 2012: 45%
- 2013: 9%
- 2014: 7%
- 2015: 28%
- 2016: -8%
- 2017: 6%
- 2018: 16%
- 2019: -2%
- 2020: 6%
- 2021: 33%
- 2022: 8%
- 2023: -3%
- 2024: 2%
- 2025: 6%
The same quarterly report that had the market gushing last week — with at least 16 analysts jacking up their price targets after Thursday afternoons update — was just the last frame in Apples fourth straight year of failing to top 8% in top-line growth. Am I the only one scratching my head in a sea of confetti cannons for a company that has a compound annual revenue growth rate of 1.8% over the past three years?
Apples iPhone 17 rolled out two weeks before the fiscal fourth quarter came to a close. Reviews have been favorable and Apple is understandably gushing about the product, but phone sales for the quarter rose a modest 6% in Thursdays report. Its iPad and wearable segments were flat. It was strength for Macs and services that helped lift overall net sales 7.8% higher, a sequential slowdown from the fiscal third quarter before the iPhone 17 had come out.
The tech stocks outlook holds promise. Apple is eyeing 10% to 12% revenue growth for the new fiscal first quarter, fueled by double-digit growth for its iPhone business. This is a pretty big deal. It would be Apples first quarter of double-digit growth in four years. But where does that leave us?
If Apple is able to sustain double-digit growth for the entire fiscal year, will it be another four-year drought after that? Are we just going to overlook Apples inability to innovate in a room that it can no longer read? Im looking at you, Apple Vision Pro with your incredulous price tag.
Have you seen the new “Vanilla” ad for Alphabets (NASDAQ: GOOG) (NASDAQ: GOOGL) Google Pixel 10? It takes a few clever jabs at Apple. A montage of scenes shows people treating a vanilla ice cream cone as an iPhone. The first jab is that the iPhone is vanilla. One clip shows a billboard sign being updated. The text goes from “Vanilla Pro” to “All New Vanilla Pro” but the phone doesnt change. The final jab comes when someone with a Pixel 10 is trying to decide on the optimal floral arrangement as a Vanilla Pro owner enviously watches.
“Gemini, which of these would be a little less expected,” she asks, a shot at Apples inability to catch up with Android in smartphone artificial intelligence (AI) integration.
Wall Street pros dont see a breakthrough, even after what should be a robust holiday quarter for Apple. They see revenue continuing on a single-digit revenue growth path in fiscal 2026 and 2027, a six-year slump of vanilla bean for the bean counters. Meanwhile, Apples ascending price finds the stock selling for 33 times forward earnings. Until Apple fires back with sustainable growth or a new flavor of innovation, these confetti launchers of upticks seem to be little more than smoke.
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FAQ
Is Apple stock a good stock to buy right now?
AAPL stock has a “Moderate Buy” rating consensus and a mean price target of $275.23, which implies a modest upside of around 2% at the current price of $270.79.
Will Apple stock reach $700 again?
“Apple’s been on top for so long now,” says Matt Warman in Britain’s Telegraph, “there is only one way it can go.” Indeed, Apple shares will never get back to $700, says The Economist.
How much would $100000 invested in Apple 10 years ago?
So, if you’d invested around $100,000 in Apple a decade ago and held through splits and dividends, that might have put you at roughly a $1 million portfolio today, enough for a modest retirement income.
Is Warren Buffett selling his Apple stock?
Buffett went on a head-turning selling spree in Apple in 2024, slashing two-thirds of the shares Berkshire held in a surprising move for the famously long-term-focused investor. Berkshire also trimmed its Apple stake in the second quarter of this year.