Apple stock: buy or sell?

AAPL stock price: $205.21 0.94% At close on July 15th, 2019

Updated on:
July 15th, 2019


Apple inched a slightly fine 0.94% and closed at $205.21.

Should I buy Apple stock?

Make a decision about when to buy or sell stocks is one of the hardest parts of being a trader or investor. Trading strategies are meant for helping you in the decision process of what stocks to choose and when is the best time to buy them. There are thousands of trading strategies for you to choose, but at we prefer those that are simple but successful.

None of our preferred buy setups matches with Apple stock situation right now, hence this is not a suitable entry point.

Buy setupElegible
New all-time highNo
New 52 week highNo
Price crossing up 200d MANo
100d MA crossing up 200d MANo
This is not a selling recommendation at all, just it's not the best moment to buy if you follow any of these trading strategies.

Is Apple stock a buy?

Everyday, hundreds of stock ratings are posted by financial analysts to indicate a particular stock's attractiveness. At, we gathered 15 ratings published for AAPL stock in the last 30 days.

The general sentiment of these ratings is bullish for AAPL stock, with 8 positive ratings.
Is AAPL a good stock to buy?
DateAnalyst / BrokerPrevious ratingCurrent rating
2019-7-9JPMorgan Chase & Co.n/aOverweight
2019-7-8Rosenblatt SecuritiesNeutralSell
2019-7-15Credit Suisse Groupn/aNeutral
2019-6-6Evercore ISIOutperformOutperform
2019-6-4JPMorgan Chase & Co.n/aBuy
2019-6-4Goldman Sachs Groupn/aNeutral
2019-6-4Credit Suisse Groupn/aNeutral
2019-6-25Deutsche Bankn/aNeutral
2019-6-20Cascend SecuritiesBuyBuy
2019-6-20Cascend Securitiesn/aBuy
2019-6-17JPMorgan Chase & Co.n/aOverweight
2019-6-17Credit Suisse Groupn/aNeutral

Apple stock analysis

Daily outlook

Apple closed today at $205.21 and inched a slightly fine 0.94%.

Apple inched a slightly fine 0.94% and closed at $205.21. On Jun/26, SMA100d and SMA200d crossed up triggering a rise of 4.93%. Since price and SMA200d lines crossed up on June 7th, AAPL climbed $19.99 (10.79%).

AAPL stock chart (daily)

Weekly outlook

Apple shares inched 0.94% this week, ending at $205.21. Early June AAPL climbed a super good 7.93% in just one week.

Apple is in a clear downtrend, marking consecutive declining tops and bottoms. Now is trading in between the - range. If the support holds the price, this might mark a double bottom configuration and create a flat-base to reverse this downtrend. Since SMA20d and SMA40w crossed up by mid June, AAPL price climbed $12.47 per share (6.47%). Early June AAPL price bounced up over the SMA of 40 weeks that acted as support stopping new slides. Far behind is the all-time high Apple marked early October and since then the price is -11.08% below that top.

AAPL stock chart (weekly)

Apple stock price history

Apple stock went public on December 12th, 1980 with a price of $0.411. Since then, AAPL stock surged a 49,951.20%, with an average of 1,314.50% per year. If you had invested $1,000 in Apple stock in 1980, it would worth $499,512.00 today.

1: Adjusted price after possible price splits or reverse-splits.

Apple stock historical price chart

AAPL stock reached all-time highs on October with a price of $230.78.

Apple's stock has split four times since the company went public: The stock split on a 7-for-1 basis on June 9, 2014 and split on a 2-for-1 basis on February 28, 2005, June 21, 2000, and June 16, 1987. In June 2014 split, Apple split its shares' price to make it more accessible to smaller investors. Right before the split, each share was trading at $645.57. After the split, the price per share at market open was $92.70. Existing shareholders were also given six additional shares for each share owned, so an investor who owned 1,000 shares of AAPL pre-split would have 7,000 shares post-split.

Apple stock price target is $215.40

Nobody can reliably foresee how stock prices may evolve in the future. However, banks and other financial institutions analysts, with the help of lots of data and algorithms do their best to predict the stock prices movement. The accuracy of these stock price predictions is not very high, and you should not blindly believe and make decisions only based on what this ratings or price target predictions say. For the last 30 days we found 14 price forecasts for AAPL stock:
AAPL stock price predictions
DateAnalyst / BrokerActionPrevious targetCurrent targetDiff
2019-7-9JPMorgan Chase & Co.Raises Target$233.00$239.002.6%
2019-7-8Rosenblatt SecuritiesReiteratesn/a$150.00-
2019-7-15Credit Suisse GroupSet Price Targetn/a$209.00-
2019-6-6Evercore ISIInitiatesn/a$205.00-
2019-6-4JPMorgan Chase & Co.Set Price Targetn/a$235.00-
2019-6-4Goldman Sachs GroupSet Price Targetn/a$171.00-
2019-6-4Credit Suisse GroupSet Price Targetn/a$209.00-
2019-6-25Deutsche BankSet Price Targetn/a$205.00-
2019-6-20Cascend SecuritiesReiterates$210.00$240.0014.3%
2019-6-20Cascend SecuritiesRaises Target$210.00$240.0014.3%
2019-6-17JPMorgan Chase & Co.Upgrades$235.00$233.00-0.9%
2019-6-17Credit Suisse GroupSet Price Targetn/a$209.00-
(in average)$222.00$215.40-3.0%
Moving in a range from $240.00 and $150.00, the price prediction for AAPL stock is $215.40. In average, analysts' outlook on AAPL price forecast is negative, downgrading the target by a -3.00% from previous estimations.

Financials and fundamental analysis

Earnings date and Earnings per Share

After publishing its last earnings report on April, Apple remained steady a neutral 0.68%. As soon as we get its posted EPS from the earnings report, we will update this review.
AAPL earnings date and EPS evolution
QuarterReporting dateEstimated EPSActual EPSSurprise

Annual financial results

Compared to 2017, last anual revenues report draw a super good increase of 15.86% to $265,595.00 million dollars. However, its income margin (compared to sales) inched to 22.41%, that is $59,531.00 million.

Apple fiscal year ends in September, and to evaluate its evolution since then, we estimate annual sales and income figures by adding results from the last 4 quarters. This is called TTM (or Twelve Trailing Months). So, Apple TTM sales up to March 2019 were $258,490.00 and earnings $57,170.00 million USD. When comparing this TTM figures with the last reported annuality, we can esteem Apple business evolution since September 2018: Annual sales up to March, compared to lastest yearly report, depreciated an unpleasant -2.68%. Regarding profit margin, Apple stayed constant -0.30% to 22.41%

AAPL annual Sales and Income evolution
2013$170,870 M-$37,040 M21.7%-
2014$182,795 M6.98%$39,510 M21.6%6.67%
2015$233,715 M27.86%$53,394 M22.8%35.14%
2016$215,639 M-7.73%$45,687 M21.2%-14.43%
2017$229,234 M6.30%$48,351 M21.1%5.83%
2018$265,595 M15.86%$59,531 M22.4%23.12%
TTM $258,490 M-2.68%$57,170 M22.1%-3.97%

Quarterly financial results

Apple reported $58,015.00 M in sales for 2019-Q1, a -31.19% less compared to previous quarter. Reported quarter income marked $11,561.00 million with a profit margin of 19.93%. Profit margin slightly fell a -3.75% compared to previous quarter when profit margin was 23.68%. When comparing sales to same quarter last year, Apple sales marked a fatal loss and slipped a -5.11%.
AAPL quarterly Sales and Income evolution
2017-Q2$45,260 M-$8,720 M19.3%-
2017-Q3$52,579 M16.17%$10,714 M20.4%22.87%
2017-Q4$88,293 M67.92%$20,065 M22.7%87.28%
2018-Q1$61,137 M-30.76%$13,822 M22.6%-31.11%
2018-Q2$53,265 M-12.88%$11,519 M21.6%-16.66%
2018-Q3$62,900 M18.09%$14,125 M22.5%22.62%
2018-Q4$84,310 M34.04%$19,965 M23.7%41.35%
2019-Q1$58,015 M-31.19%$11,561 M19.9%-42.09%

Apple ownership

When you are planning to invest in a stock, it's worth to have a look its ownership structure.

Apple shares owned by insiders (that is, founders, CEO, CTO, main executives or other management staff) currently counts a 0.07% of all shares.

In case of Apple stock, 60.95% of its shares are held by institutions (mutual funds, pension funds, big banks and other large financial institutions). Bearish positions for AAPL stock account 0.00%, no big difference from last month.

The following table compares ownership indicators for other stocks related to Apple:

Market cap$944.0 B$3.9 B$344.5 B$32.2 B$127.1 B
Total shares4,600.0 M547.9 M299.4 M1,510.0 M886.6 M
Float shares4,350.0 M535.0 M602.8 M1,500.0 M885.9 M
  - Institutional holdings (%)61.0%54.4%81.0%83.9%57.5%
  - Insider holdings (%)0.1%0.7%0.2%0.2%0.1%
Shares in short selling0.0%0.0%0.0%0.0%0.0%

Apple summary

Monday, July 15th, 2019
Day range$204.00 - $205.87
Previous close$203.30
Session gain0.94%
Average true range$3.20
50d mov avg$193.43
100d mov avg$191.55
200d mov avg$186.68
Daily pattern
Weekly pattern lt02a

Apple performance

To measure stock performance is always good to benchmark with competitors or related stocks. We compared Apple against BlackBerry, Alphabet, HP, International Business Machines, Microsoft and Nokia in the following table:
IBMInternational Bus...3.35%18.49%2.62%

Apple competitors

We selected a few stocks to conform a list of Apple competitors to examine if you are interested in investing in AAPL:

Latest Apple stock news