Should I buy Apple stock in 2025?

What is Apple?

Important information

Note: Apple does not publish official EBITDA, but operating cash flow shows high underlying profitability.

How much is Apple stock?

The price of Apple stock is declining this week. As of now, Apple trades at $195.27, down 3.02% (-$6.09) in the past 24 hours and about -5.5% over the week, bringing its market capitalization to $2.92 trillion.

Apple’s stock performance reflects both its global strength and current volatility. Investors in the Philippines may want to watch near-term movements closely, as recent price action suggests increased market sensitivity.

Our full analysis on Apple stock

After conducting an integrated review of Apple Inc.’s latest financial statements, in-depth performance metrics over the past three years, and a wide array of technical and market signals—analyzed using proprietary quantitative models—it is clear that Apple stands at an important juncture in the global technology landscape. Our findings combine updated financial ratios, multi-source technical analysis, and a competitive benchmarking framework. So, why might Apple stock once again become a strategic entry point into the technology sector as we approach 2025?

Recent Performance and Market Context

Apple’s stock is currently trading at $195.27, reflecting a brief pullback—down 3.02% in the last 24 hours and 5.5% over the last trading week. Despite a 22.02% decline year-to-date that echoes a broad technology sector shift, Apple has managed to preserve a modest 2.78% gain over the previous twelve months. This resilience, in the face of sector volatility and macroeconomic headwinds, highlights the market’s enduring confidence in Apple’s structural strengths.

Several positive recent events underscore Apple’s continued relevance. Most notably, the launch of the iPhone 16e and refreshed Mac and iPad models powered by next-generation Apple silicon underline the firm’s relentless focus on innovation and performance. Apple has also showcased its global sustainability leadership, announcing a 60% reduction in carbon emissions over the last decade, and has enhanced its capital return policy by hiking its dividend by 4% and approving an additional $100 billion share repurchase program.

From a broader perspective, the technology sector remains poised for renewal. Global digitalization and artificial intelligence (AI) investments continue to expand, while consumer demand for connected lifestyles and robust integrated ecosystems remains strong. As the Philippines experiences its own surge in digital adoption, Apple’s ubiquitous brand and technology offerings seem uniquely positioned for continued growth, especially as new consumption trends and digital financial inclusion shape the regional market.

Technical Analysis

Technical indicators provide a nuanced snapshot of short- to medium-term momentum. Currently, Apple’s 14-day RSI stands at 38.66, moving closer to the classical oversold threshold—suggesting potential for technical mean reversion should buying interest re-emerge. The MACD reading of -1.14 signals ongoing bearish sentiment, yet such levels often precede points of market stabilization or incipient reversals in historically resilient stocks.

The current share price being beneath these benchmarks may indicate further short-term selling pressure, but for disciplined investors, this often serves as an alert for building positions around support levels—currently identified at $193.25, $191.24, and $189.01. The emergence of a reversal signal near these supports could provide a robust technical staging point for future upside, particularly as oversold conditions compile and sentiment shifts back to optimism. Resistance levels at $197.49, $199.72, and $201.73 delineate the path to recovery, with a break above these lines likely confirming a bullish phase.

Fundamental Analysis

Apple’s fundamentals continue to justify renewed interest, even amid recent sector-wide multiple compression. Revenue for Q2 2025 reached $95.4 billion, a 5% increase year-over-year, while earnings per share advanced a robust 8%—driven by burgeoning services revenue that hit record highs. This transition towards higher-margin digital services not only diversifies income streams but fortifies Apple’s long-term profitability profile.

In valuation terms, Apple’s forward P/E ratio stands at 27.25. While this reflects a premium relative to historical market averages, it is underpinned by Apple’s durable revenue growth, world-class brand, and consistent delivery of shareholder value. The company’s significant operating cash flow, at $24 billion for the quarter, and robust free cash flow funnel into research and development, strategic market expansions, and the largest capital return program in corporate history.

• Innovation Engine: Apple’s vertical integration—controlling hardware, software, and services—continues to enable seamless user experiences and industry-defining launches.
• Ecosystem Expansion: A global installed base at all-time highs across every product category, enhancing recurring revenue through the App Store, Apple Music, and iCloud.
• Brand Equity: With unmatched loyalty and premium market positioning, Apple remains highly insulated against commoditization pressures facing its peers.
• Financial Muscle: Large-scale cash reserves provide optionality for R&D, acquisitions, and further shareholder distributions even in more challenging macro climates.

Volume and Liquidity

Average daily trading volume remains robust at 62.16 million shares. This high liquidity signals continuous institutional and retail engagement, supporting tight spreads and efficient execution even during elevated volatility. Apple’s sizeable free float, combined with over 62% institutional ownership, facilitates dynamic valuation—enabling rapid market response to new catalysts or macro shifts. Such depth assures investors of the ability to adjust exposures with minimal transaction friction, a crucial attribute in unsettled markets.

Catalysts and Positive Outlook

• Product Innovation: The introduction of the iPhone 16e, new Mac and iPad models, and ongoing enhancements to Apple silicon reinforce Apple’s leadership.
• AI Integration: Anticipated launches featuring advanced AI features promise to catalyze a new upgrade cycle and solidify Apple’s ecosystem lock-in.
• Services Growth: The services segment continues to expand at double-digit rates, offering attractive margins and reduced earnings cyclicality.
• ESG Excellence: Apple’s 60% carbon emissions reduction and sustainability leadership resonate in an investment landscape increasingly attentive to ESG criteria, broadening appeal to values-driven investors.
• Capital Return: The recent share buyback and dividend increase reflect management’s ongoing confidence in future cash flows, simultaneously providing yield enhancement and supporting per-share earnings growth.

Externally, the technology sector is expected to benefit from a revived investment cycle as inflation pressures abate and global supply chains normalize. In the Philippines, widespread smartphone adoption, rising affluence, and rapid digitization of services strengthen the demand outlook for Apple’s interconnected product suite.

Investment Strategies

• Short-term:
• The approach to major support zones near $193–$189 offers a calculated opportunity for mean reversion plays, especially if technical reversal confirmation materializes.
• Risk-reward appears favorable for nimble investors looking to capitalize on post-pullback rebounds as oversold signals intensify.
• Medium-term:
• Anticipation of upcoming product cycles—in particular those with generative AI capabilities—combined with the potential for improved market sentiment provides a strong case for establishing positions ahead of renewed upside momentum.
• Attractive valuations relative to historical peaks support medium-term accumulation as fundamental growth catalysts reassert their influence.
• Long-term:
• For those pursuing buy-and-hold strategies, Apple’s enduring innovation engine, expanding services ecosystem, and sustained brand leadership underpin a compelling investment case.
• Ongoing share buybacks and dividend growth enhance total return potential, while global megatrends in digital lifestyle adoption and connected finance continue to favor Apple’s growth trajectory.

Is It the Right Time to Buy Apple?

In summary, Apple presents a remarkable combination of financial resilience, relentless innovation, and global brand leadership. Although the stock is currently traversing a technical downtrend, the convergence of robust fundamentals, dynamic product pipelines, and substantial capital returns points to a company positioned for long-term prosperity. Short-term technical weakness has brought valuations back to levels that, when combined with imminent product launches and AI-driven transformation, seem to represent an excellent opportunity for strategic entry or portfolio expansion.

For Philippine investors—who increasingly recognize the advantages of global diversification and participation in the technological revolution—Apple offers exposure to best-in-class corporate governance, a fortress balance sheet, and leadership through every cycle of industry change. The fundamentals justify renewed interest, and the present context, with key supports in play and powerful catalysts on the horizon, may mark the early stages of a new bullish phase for this flagship technology stock.

Investors seeking exposure to transformational growth, strong capital returns, and world-leading innovation will likely find Apple a name to watch closely as we move through 2025 and beyond.

How to buy Apple stock in PH?

Buying Apple stock online in the Philippines is both simple and secure, thanks to reputable, regulated brokers used by millions worldwide. Investors can choose between two main methods: spot (cash) buying, where you directly own Apple shares, or trading via contracts-for-difference (CFDs), which lets you profit from Apple’s price movements without owning the actual shares. Both approaches are accessible through user-friendly trading platforms. To help you get started, you’ll find a detailed broker comparison further down this page, so you can identify which provider fits your needs best.

Spot buying

When you buy Apple stock for cash (also called "spot buying"), you purchase real shares listed on the US NASDAQ exchange, which you then own outright. In the Philippines, brokers typically charge a fixed commission per order—often around $5 USD (approx. PHP 280) per trade—plus a small currency conversion fee.

Example

Example: Suppose Apple shares are priced at $195.27 each. With a $1,000 investment, and factoring in a $5 brokerage fee, you could buy roughly 5 full shares ($1,000 - $5 = $995; $995 ÷ $195.27 ≈ 5.09 shares).
✔️ Gain scenario: If Apple’s share price increases by 10%, your 5 shares rise in total value from about $995 to $1,094.50. That’s a gross gain of $99.50, or +10% on your initial investment.

Trading via CFD

CFD trading lets you speculate on Apple’s share price movements without owning real shares. With CFDs, you can use leverage—often up to 5:1 or higher—amplifying both your potential gains and risks. CFD brokers charge fees through the spread (the difference between buy and sell prices), and an overnight financing cost applies if you hold positions for more than a day.

Example

Example: You open a $1,000 CFD position on Apple with 5x leverage. This means you control the equivalent of $5,000 in Apple stock.
✔️ Gain scenario: If Apple’s price rises by 8%, your position grows by 8% × 5 = 40%. That’s a $400 profit (excluding any spreads or overnight fees), compared to your $1,000 initial margin. Remember, losses are also amplified with leverage.

Final advice

Before you invest, be sure to compare brokers’ fees, leverage offerings, and trading conditions carefully—small differences can have a big impact on your long-term returns. The best choice depends on your investment goals: spot buying is ideal for long-term investors seeking direct ownership, while CFDs suit those looking for flexibility and the potential for leveraged gains. For more details and options, check the broker comparison tool further down this page. Investing is within your reach, and with the right information, you can take confident first steps towards owning a piece of Apple’s global success.

Our 7 tips for buying Apple stock

The latest news about Apple

Apple has reported strong Q2 2025 financial results, exceeding analyst expectations and setting new service revenue records. In its latest quarterly earnings, Apple announced a 5% year-over-year increase in revenue, reaching $95.4 billion, and an 8% rise in earnings per share to $1.65. Of particular note for stakeholders in the Philippines is the all-time high in services revenue, reflecting continued growth in Apple's digital ecosystem—an area increasingly relevant as Filipinos rapidly adopt digital payment solutions, streaming services, and productivity tools via Apple devices. The robust operating cash flow of $24 billion gives Apple substantial room for further investment and innovation, supporting confidence among institutional and retail investors across the region.

Apple has demonstrated its commitment to shareholders with a 4% dividend increase and a new $100 billion share repurchase authorization. The dividend boost to $0.26 per share and the additional share buyback program underscore management's positive outlook on long-term profitability and shareholder value creation. In the Philippine context, this can have positive ripple effects for local institutional investors, such as pension funds and mutual funds, with direct or indirect exposure to Apple shares via global indices or ETFs. This shareholder-friendly approach may also strengthen demand for US equities among Filipino investors seeking reliable returns from large technology firms.

Apple’s product strategy remains innovative, launching the iPhone 16e and upgraded Mac and iPad models with powerful silicon chips. These new releases cater to evolving consumer preferences and reinforce Apple’s premium brand positioning, which resonates strongly within the Philippine market—where iPhone, Mac, and iPad models are seen as aspirational devices. The introduction of localized product offerings, coupled with continuous retail and service expansion in the Philippines, is likely to sustain demand as mobile and digital adoption accelerate nationwide, especially in urban centers.

Apple's major carbon emissions reduction highlights its sustainability leadership, which could enhance its standing among ESG-focused investors in the Philippines. Reporting a 60% reduction in carbon emissions over the past decade, Apple is advancing its global environmental commitments. This sustainability milestone may attract more engagement from Philippine investors and regulators increasingly prioritizing ESG standards. Philippine institutional investors, which are progressively integrating ESG considerations in portfolio construction, may view Apple as a benchmark for best practices in technology and sustainability, potentially driving further interest and capital flows into the stock.

Technical indicators show Apple’s share price is currently below all key moving averages, yet the RSI is approaching oversold territory, suggesting a potential technical rebound. Despite a short-term bearish trend—reflected in a roughly 5.5% weekly decline and price now near the critical $193 support level—Apple's Relative Strength Index (RSI) at 38.66 suggests the stock is nearing oversold conditions. For Philippines-based investors and analysts, this may signal an emerging opportunity to accumulate positions for the long-term, especially as Apple continues to expand its local presence and service offerings. Any positive momentum or resolution of current market concerns could quickly reverse the technical picture, providing an attractive entry point for those tracking US tech stocks from the Philippines.

FAQ

P. Laurore

Finance expert

Co-founder of HelloSafe and holder of a Master's degree in finance, Pauline has recognised expertise in personal finance, which she uses to help users better understand and optimise their financial choices. At HelloSafe, Pauline plays a key role in designing clear, educational content on savings, investments and personal finance. Passionate about financial education, Pauline strives, with every piece of content she oversees, to provide reliable, transparent and unbiased information for independent and informed financial management. To this end, she has tested over 100 trading platforms to help internet users make the right choices.