Apple
AAPLMarket price data through November 12, 2026.
Performance
Nov 2021 – Nov 2026
Track record
How this pick has done since Benson first called it.
- Benson Return
- +68%
- How much this stock is up since Benson first picked it — measured from the price at the time of that first pick, not from today.
- First pick price
- ~$211
- Roughly what one share cost when Benson first picked this stock. This is the starting line for the Benson Return.
- Tracking since
- July 2025
- The month this stock first became a Benson pick.
- Tracking duration
- 15 months
- How long Benson has been tracking this pick.
About Apple
Apple makes the iPhone, Mac, iPad, Apple Watch, and AirPods, plus services like the App Store and iCloud that tie them all together. Think of it as the company behind the device you probably reach for first every morning. The number of Apple devices in active use just hit a record high in every major product line and every region of the world.
The case for and against
Both sides of the story, in plain English.
- Best Year Ever
Apple just finished its best year ever, with 479 billion dollars in sales, up 15 percent. The September quarter brought in 114.5 billion dollars, up 12 percent, led by a record 57.6 billion from iPhone. Mac sales jumped 24 percent and Greater China grew 21 percent, so the growth came from more than one product.
- Money Machine
Services like the App Store, iCloud, and Apple Music hit a new record of 31.6 billion dollars this quarter, up 10 percent. Apple's everyday business also brought in 145 billion dollars in cash this year, up from 111 billion. That paid for 86 billion dollars of stock buybacks plus about 16 billion in dividends.
- Shrinking Sidekicks
iPad sales fell 10 percent to 6.2 billion dollars, and the Watch, AirPods, and home gear group dropped 8 percent to 8.3 billion. That leaves Apple leaning harder on iPhone, which now brings in about half of all sales. Tariff refunds also added 5 cents to earnings per share this quarter, and that boost won't last forever.
- Big Holiday Bet
Apple is spending heavily to catch up in AI, with research costs up 32 percent to 11.7 billion dollars this quarter. It is also holding 14.5 billion dollars of unsold products, more than double last year's 5.7 billion, as it stocks up for the holidays. If the new Siri and the iPhone Duo don't win shoppers over, that spending and extra stock will cut into profits.
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How to read this page
This automated research summary uses Financial Modeling Prep market data through 2026-11-12. Model signals, scores, and risk labels can change and may be incomplete or wrong.
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