Should I Buy Apple Shares?

Roberto Rivero

Apple is without a doubt one of the most successful companies ever. In fact, at the time of writing, it is the largest company in the world by market capitalisation. The tech giant has created an almost cult-like following amongst its fans, with each new product launch attracting considerable attention around the globe.

With so much past success, investors may find themselves asking the question, ‘should I buy Apple shares?’ In this article, we will provide insight for those considering investing in Apple stock, deliver an analysis of the recent Apple share price, demonstrate how to buy shares in Apple and much more!

Apple Inc. – A Brief History

Since its foundation in 1976, Apple has become the largest company in the world by market cap, breaking several records along the way.

But how did it get there? Before we look at the prospect of investing in Apple and demonstrate how to buy Apple shares, let’s take a look at some of the highlights in Apple’s illustrious history:

  • 1976: Apple founded by Steve Jobs, Steve Wozniak and Ronald Wayne. Later that same year, the Apple I prototype debuted, having been hand-built by Wozniak and reportedly financed through the sale of Jobs’ VW Camper Van and Wozniak’s HP-65 calculator
  • 1980: Apple goes public via an Initial Public Offering (IPO)
  • 1982: Apple added to the S&P 500
  • 1984: The original Macintosh is released
  • 1985: Steve Jobs resigns from Apple after being forced out and subsequently founds NeXT
  • 1996: After a period of decline at the hands of Microsoft, Apple acquires NeXT and brings back Jobs, who became CEO the following year and went on to gradually transform Apple into the company we know today
  • 2001: Debut of the iPod
  • 2007: The first iPhone is unveiled
  • 2010: The first iPad is released and later that year Apple’s market capitalisation surpasses that of competitor Microsoft for the first time since 1989
  • 2018: Apple becomes the first US company to reach a market cap of $1 trillion
  • 2020: Apple becomes the first US company to reach a market cap of $2 trillion

Apple Financial Results

The return of Steve Jobs to Apple kicked off a period of unbridled success for the tech giant and, particularly since the iPhone was first unveiled in 2007, Apple’s profitability has soared.

When investing in Apple, or any other company, it is important to remember that you are acquiring a portion of the company. The success of your investment is dependent on the continued success of Apple’s business. Therefore, it is important to familiarise yourself with the company’s recent financial performance and their future outlook.

In the table below, we have highlighted some of the key figures from Apple’s full-year results for the fiscal year of 2022.

  12 Months Ended 24 September 2022 12 Months Ended 25 September 2021 YoY % change
Net Sales $394.33 billion $365.82 billion 7.79%
Net Income $99.80 billion $94.68 billion 5.41%
Earnings per Share (EPS) $6.15 $5.67 8.47%

Source: Apple – Fiscal Year 2022

Analysis on Apple Stock Price

Especially over the last decade, Apple’s share price has experienced phenomenal growth, gaining more than 1,000% in the ten years ended 31 May 2023. Before we address the question of ‘should I buy Apple shares?’ let’s take a look at the recent history of the Apple share price.

After recording a gain of 86% in 2019, Apple shares began the year 2020 well but – in February, as coronavirus began to spread around the world – the Apple share price fell, dropping more than 30% in a little under six weeks.

However, this downtrend did not last long. Apple, like many other tech stocks, went on to record extraordinary success during the social restrictions which ensued. After hitting a low of $56.09 on 23 March 2020, Apple shares soared and gained around 217% by the end of 2021.

Nevertheless, as with many stocks, Apple shares struggled in 2022 amidst high inflation, rising interest rates and an uncertain economic outlook. By the end of 2022, Apple’s share price had fallen 27%.

The year 2023 was far kinder to Apple, with share price soaring 44% in the first six months, regaining the previous year’s losses in the process.

What if I Had Invested in the Apple IPO?
A $1,000 investment in Apple at the IPO price of $22 per share would have bought you 45 shares of Apple stock. Adjusting for subsequent stock splits, as of 22 June 2023, you would have owned 10,080 shares, a position worth around $1,884,960!

Will Apple’s strong performance this year continue? In the following section, we will examine the question of ‘should I buy Apple shares?’

Invest in Apple with Admirals

With an Invest.MT5 account from Admirals, you can buy shares of Apple as well as shares from more than 4,500 stocks and over 200 Exchange-Traded Funds (ETFs) from 15 of the world’s largest stock exchanges! Click the banner below in order to open an account today:

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Should I Buy Apple Shares in 2024?

It is true that Apple shares didn't perform well in 2022, but it is important to look at this drop in the context of the wider stock market, which suffered amidst challenging economic circumstances. Besides, when analysing the past success of a stock, it is better to look at the bigger picture rather than focusing too much on individual years.

Apple has undoubtedly been one of the most successful stocks in recent history in terms of share price growth. Since its stock market debut in 1980, Apple shares have gained almost 135,000%. But what makes Apple successful? And is Apple stock worth buying now?

On the face of it, Apple’s business model is a simple one - it produces and sells a number of consumer goods and services. However, what gives Apple a serious competitive advantage over its rivals is the high degree of brand loyalty it enjoys.

This exceptional brand loyalty has historically almost guaranteed its success in every new venture the company undertakes. It also means that Apple’s devoted customers regularly upgrade their existing products for new models, something which is helped by Apple’s talent for quickly making existing products feel obsolete.

The successful ecosystem which Apple has created means that, once entered, it is very difficult for consumers to leave. iPhones, iPads, MacBooks, AirPods and Apple Watches are all designed to integrate well with one another, meaning that, once a consumer buys one Apple product, it’s likely they’ll end up buying more.

This high brand loyalty and successful ecosystem has helped turn Apple into one of the most profitable companies on the planet, with relatively high profit margins to boot. In 2022, Apple’s net income was almost $100 billion, a figure which exceeds the Gross Domestic Product (GDP) of many countries. 

Apple also has a history of treating its shareholders very well through a generous capital return programme. Unlike many other popular technology stocks, Apple pays a quarterly dividend, although its current yield of 0.5% doesn’t place it amongst the highest yielding stocks.

However, its share buyback programme has become increasingly lavish in recent years, with the tech giant repurchasing $90 billion worth of its shares in 2022. This most recent buyback means that, since the program began in 2013, Apple has spent around $550 billion buying back its own shares.

Share buybacks reduce the number of outstanding shares, which essentially means existing shareholders watch their stake grow without having to do anything. Furthermore, buybacks can provide a lift to share price and also signals management’s confidence in their business.

Potential Risks of Buying Apple Shares

There is certainly a lot to like about Apple stock; however, those considering investing in Apple shares must weigh the risks as well as the potential benefits. The stock market can be unpredictable and investments can lose value, particularly in the short term.

In 2022, over half of Apple’s revenue was generated by iPhone sales. A slowdown in this market could, therefore, have ramifications on Apple’s earnings. Furthermore, with so much cash being returned to shareholders instead of being reinvested in the company, there is a risk that Apple’s future innovation may suffer.

How to Buy Shares of Apple

With an Invest.MT5 account from Admirals, you can buy Apple shares at competitive terms! In order to learn how to buy shares in Apple, follow these steps:

  • Open an Invest.MT5 account and log into the Dashboard
  • Find your account details and click ‘Invest’ to open the Admirals Platform
  • Search for Apple stock and open the instrument page
  • Enter the number of Apple shares you wish to purchase and click ‘Buy’ to send the order to the market!
Depicted: Admirals Platform – Apple Inc. Date Captured: 26 June 2023. Past performance is not a reliable indicator of future results.

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If you are interested in investing but don’t feel ready for the live markets, a demo trading account could be just the thing. A risk-free demo account from Admirals allows you to practice trading and investing in realistic market conditions without risking your money! Click the banner below to open your free demo account today:

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Investing in Apple FAQ

When did Apple IPO?

Apple Inc. went public on 12 December 1980 for an IPO price of $22 per share.

How to Buy Apple Shares in UK?

In order to buy Apple shares in the UK, you need to register with a broker which allows you to access the US stock market. With Admirals, you can invest in Apple and more than 3,300 other US stocks.

How Much Does Apple Pay in Dividends?

In 2022, Apple paid a total of dividend of $0.91 per share of common stock. At the time of writing, Apple shares have a dividend yield of 0.5%.

How Often Do Apple Pay Dividends?

At the time of writing, Apple currently distribute dividends on a quarterly basis.

When Will Apple Split Their Stock?

Apple have split its stock on five occasions, the most being a 4-1 split on 28 August 2020. At the time of writing, Apple has not announced any plans for a further stock split.


The given data provides additional information regarding all analysis, estimates, prognosis, forecasts, market reviews, weekly outlooks or other similar assessments or information (hereinafter “Analysis”) published on the websites of Admirals investment firms operating under the Admirals trademark (hereinafter “Admirals”) Before making any investment decisions please pay close attention to the following:  

  • This is a marketing communication. The content is published for informative purposes only and is in no way to be construed as investment advice or recommendation. It has not been prepared in accordance with legal requirements designed to promote the independence of investment research, and that it is not subject to any prohibition on dealing ahead of the dissemination of investment research.
  • Any investment decision is made by each client alone whereas Admirals shall not be responsible for any loss or damage arising from any such decision, whether or not based on the content.
  • With view to protecting the interests of our clients and the objectivity of the Analysis, Admirals has established relevant internal procedures for prevention and management of conflicts of interest.
  • The Analysis is prepared by an independent analyst Roberto Rivero, Freelance Contributor (hereinafter "Author") based on personal estimations.
  • Whilst every reasonable effort is taken to ensure that all sources of the content are reliable and that all information is presented, as much as possible, in an understandable, timely, precise and complete manner, Admirals does not guarantee the accuracy or completeness of any information contained within the Analysis.
  • Any kind of past or modelled performance of financial instruments indicated within the content should not be construed as an express or implied promise, guarantee or implication by Admirals for any future performance. The value of the financial instrument may both increase and decrease and the preservation of the asset value is not guaranteed.
  • Leveraged products (including contracts for difference) are speculative in nature and may result in losses or profit. Before you start trading, please ensure that you fully understand the risks involved.
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