Opinions Karen Firestone, CEO, Aureus Asset Management
Apple IncAAPLHOLDAug 10, 2026
Stock price when the opinion was issued
As of Oct 30, 2026. Market Open.
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They report Monday. Apple is one of the few names that hit all-time highs at the end of October because it has terrific products and benefit from Alphabet's AI models for Siri, without Apple spending huge on data centres. True, it sells at a high 40x PE, but he will remain an owner.
Still has a bit of a valuation issue, north of 30x PE. They've delivered, and will continue to do so. Its OS dominates the world at 70% of mobile devices, which will continue to generate growth. Doesn't know what'll happen to iPhone sales in China.
Other areas in tech are looking much, much cheaper. AAPL's getting a premium valuation, which it'll have to continue to earn. Not enough there to make it to the top of his list right now.
He bought more Apple, and he keeps buying it. Since reporting, there was a big sell-off and a series of higher lows. The stock has recovered all it lost, post-earnings. So, he is playing the strong momentum and waiting for it to break the all-time high of $345.
Joe TerranovaHer team is less positive on consumer spending, so they're not in this name. Key for long-term success will be how they embed AI into the iPhone. Not an impressive job thus far. Management changes could result in better innovation on AI -- has potential, but needs to show it.
For her, it's less about the foldable phone and more about a unique AI platform.
The current rally is a delayed response to their new iPhone launch. Maybe the phone is worth $2,000, and maybe have the buzz going into the key holiday season. Despite current momentum, the 36x forward PE is too high. He'd add more shares under $300.
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Premium contentIn the last quarter, the company reported 2.02 USD per share, beating the 1.89 USD estimate by 6.77%. Revenue for the same period reached 109.42 B USD, despite the estimate of 109.04 B USD. For the next quarter, analysts expect 1.98 USD in earnings per share and 113.20 B USD in revenue. Social media mentions are up 388% in the past 24h.
Interesting to see the reaction to the foldable phones; personally, he doesn't like them. Expensive, but for good reason. Tremendous ecosystem. With its cashflow and balance sheet, OK to pay a premium for such a leader. Chart can't get any better.
Stan WongSome predict weakness in Apple's new iPhone sales because Apple raised the price of the phone in line with the rising cost of memory. Demand will depend on the telcos--will they continue to subsidize the growth in iPhones? It could be a challenge for the telcos. Next week, Apple has to show very good progress with Siri to have a successful phone launch. If not....
Likes it, but he's selling calls on it now because price is up at the top of its range.
Kim Bolton
With Apple, there are always fundamental issues--manufacturing, chips, China, competition--which heat up as the PE rises, now 33x. If you're overweight Apple, they reduce their holding until the market climbs on the bandwagon when Apple is cheap and people load up. It always happens. She is happy to hold.