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Apple

AAPL
$303.42
+44%since Benson's first pick

Market price data through August 3, 2026.

Performance

Aug 2021Aug 2026

Benson's first pick
$108$191$274$357Aug 2021Oct 2022Feb 2024May 2025Aug 2026Benson picked · $209.05
Model signal
Buy
What Benson's model currently says about this stock.
Benson rating
3.5 / 5
Benson's overall conviction in this stock right now.
Risk
Medium risk
How bumpy the ride tends to be with this stock.

Track record

How this pick has done since Benson first called it.

Benson Return
+44%
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
12 months
How long Benson has been tracking this pick.

About Apple

Apple makes the iPhone, the Mac, the iPad, the Apple Watch, and AirPods, plus the software and services that tie all of them together. Think of it as the company that owns the device you probably already use every single day. Its base of active devices just hit an all time high across every product category and every part of the world.

The case for and against

Both sides of the story, in plain English.

Bull case
  • Record June

    Apple just posted its best June quarter ever, pulling in 109.4 billion dollars in 90 days, up 16 percent from last year. iPhone did 54.3 billion, Mac jumped 29 percent, and Services set another record at 30.7 billion. Profit grew even faster than sales, with earnings per share up 29 percent.

  • Growth everywhere

    Every single region grew by double digits, including Greater China, which climbed 22 percent to 18.8 billion dollars after a rough stretch. Apple also generated 117 billion dollars in cash from operations over the last nine months, up from 82 billion a year ago. That is a mountain of cash funding buybacks, dividends, and the new Siri AI push.

Bear case
  • One-time boost

    A chunk of this quarter's profit came from tariff refunds, which added about 2 points to gross margin and 11 cents to earnings per share. Strip that out and the picture is still good, just less spectacular. Trade policy can swing the other way just as quickly, and Apple still builds most of its products overseas.

  • iPad slipping

    iPad sales fell to 6.2 billion dollars, down about 6 percent from a year ago, and it is the one major category going backwards. Apple is also spending far more to keep up in AI, with research costs up 32 percent to 11.7 billion for the quarter. If the new Siri does not win people over, that spending hits profits without much to show for it.

How to read this page

This automated research summary uses Financial Modeling Prep market data through 2026-08-03. Model signals, scores, and risk labels can change and may be incomplete or wrong.

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