Should I buy Apple stock in 2025?

What is Apple?

How much is Apple stock?

The price of Apple stock is consolidating this week. Currently trading at $199.95, Apple shares saw a 24-hour change of -0.6%, while the weekly change hovers around -2.1%. The company’s robust market capitalization stands at $2.99 trillion, with an average daily volume of 52.37 million shares over the last three months. Apple’s Price/Earnings ratio is 31.22, offering a dividend yield of 0.52% and a stock beta between 1.22 and 1.27. Given its size and recent movement, Apple’s stock appeals to South African investors seeking exposure to both stability and the innovative power of a global tech leader, but it’s important to note that current volatility could present both risks and opportunities.

Our full analysis on Apple stock

Having rigorously reviewed Apple Inc.’s most recent quarterly financials and analysed the company’s stock dynamics over the last three years, we have leveraged a comprehensive blend of fundamental, technical, market, and competitive indicators through proprietary modelling. Our multi-faceted assessment reveals an evolving strategic landscape for Apple, suggesting renewed attention may be warranted by equity investors. So, why might Apple stock once again become a strategic entry point into the global technology sector in 2025?

Recent Performance and Market Context

Apple (AAPL) is currently trading at $199.95, reflecting a year-to-date performance of –20.15%. This correction follows a multi-year period of robust appreciation, offering long-term investors an entry at valuations not seen since 2022. Although the share price has consolidated recently—holding within an intraday range of $198.51–$203.81—the resilience amidst sector-wide volatility underscores Apple’s blue-chip profile.

Recent events have injected new energy into the stock’s narrative. Notably, Apple has announced accelerated AI integration across its product ecosystem, and the market is keenly anticipating the June 2025 WWDC, centred around next-generation intelligence capabilities. Macro conditions in the global technology sector remain broadly constructive: digital transformation, elevated enterprise demand, and secular trends in AI and mixed reality keep tech among the most attractive sectors for medium- and long-term allocation. For South African investors, a weaker rand-dollar exchange amplifies the appeal of USD-denominated exposure, especially into a global bellwether.

Technical Analysis

Digging into technical signals, Apple is in a textbook consolidation phase, with the 14-day RSI at 45.12—comfortably away from overbought conditions—pointing to the possibility of a bullish reversal. The MACD at –1.46 signals a waning bearish momentum, while price action has been consistently clinging to the psychologically prominent $200 support.

• Key support: $200 (psychologically and technically significant, being tested, but not convincingly breached).
• Resistance zone: $214–$222. A close above $214 would confirm acceleration toward higher levels.
• Moving averages: Price is stabilising around major medium-term moving averages, creating a launchpad scenario.
• Short/Medium-term structure: Current momentum suggests any sustained break above $214 could enable a reversion toward the +30% target at $259.94.

Overall, the technical basis seems to favour a bullish set-up: as the stock consolidates at support, risk/reward begins tilting positively for accumulation strategies.

Fundamental Analysis

Apple’s fundamentals remain world-class, underpinning any technical or tactical considerations. Q1 and Q2 2025 results continue to impress:

• Q1 revenue: $124.3 billion (4% y/y growth)
• Q1 net income: $36.33 billion (+7.1% y/y)
• Q2 revenue growth: +5% y/y
• EPS Q2: $1.65 (+8% y/y), above expectations

These figures spotlight enduring revenue momentum and margin robustness, even amidst sector headwinds. Apple's forward-looking valuation (28.01x P/E) appears increasingly justified when factoring in the company's outsized innovation pipeline and unmatched scale. The P/E multiple remains below the pre-2024 average, adding an element of relative attractiveness.

Structural strengths continue to differentiate Apple:

• Ecosystem and brand loyalty: The stickiness and pricing power of Apple’s ecosystem are unrivalled.
• Innovation: Ongoing leadership in hardware and software design, with regular expansion into new categories (Vision Pro, intelligent eyewear, healthcare).
• Recurring high-margin services: The services business is a primary growth engine, providing robust cash flow and resilience to cyclical product cycles.
• Geographic and end-market diversification: A global footprint with 535 Apple Stores, and a rising focus on emerging markets.

In essence, the quality of Apple’s business, proven adaptability to macro and sector change, and balanced exposure to hardware and services, all serve to de-risk the investment thesis.

Volume and Liquidity

Apple enjoys exceptional liquidity, with an average daily volume exceeding 52 million shares. This deep market fosters tight spreads, convenient entry/exit points, and attractive trading conditions for all types of investors. The vast public float (14.92 billion shares) ensures institutional participation remains dominant.

Sustained high trading volumes around the $200 level are a clear sign of persistent institutional interest and reinforce the prevailing confidence of both US and international investors. This liquidity not only facilitates efficient price discovery but also underpins dynamic valuation re-ratings in response to positive catalysts.

Catalysts and Positive Outlook

Several clear upward catalysts support a constructive outlook for Apple over the next 12–24 months:

• AI Expansion: Apple is ramping up its proprietary Apple Intelligence platform and opening core AI models to third-party developers, fostering a richer ecosystem and higher user engagement.
• Mixed Reality and Healthcare: Vision Pro’s AI integration and the ongoing development of intelligent eyewear (slated for 2026) broaden Apple’s addressable market, positioning it at the forefront of next-generation consumer technology.
• WWDC 2025: Scheduled for 9 June, this developer conference is expected to showcase pivotal AI innovations, including deeper OS-level integration and new developer tools—potentially reigniting sentiment.
• Services Growth: The acceleration of high-margin services revenues provides a powerful layer of stability, smoothing earnings and enhancing free cash flow.
• Platform Stickiness: The move to open Apple’s AI to the broader developer community should stimulate innovation, expanding both user engagement and the company’s ancillary revenue streams.

On the macro level, investor sentiment toward technology is recovering, supported by improving global demand, renewed enterprise IT spend, and a more benign interest rate outlook in the US. Regulatory headwinds also appear less acute, especially relative to some of Apple’s peers.

Investment Strategies

At current levels, Apple offers multiple points of strategic interest for a wide variety of investor profiles:

• Short-Term Entry: The stock is consolidating near strong support ($200), with technical indicators suggesting diminishing downside and growing bullish divergence. For tactical investors, a positioning near current levels could exploit a sharp upside move, potentially catalysed by upcoming news flow, especially WWDC.
• Medium-Term View: Any breakout above $214 would represent a confirmed technical reversal, targeting resistance near $222 and then the $240–$260 range. Medium-term investors may benefit from scaling in at or just above these technical inflection points, building positions as key catalysts materialise.
• Long-Term Opportunity: For investors seeking exposure to secular growth in AI, mixed reality, and services, Apple’s unique ecosystem, global brand, and innovation culture present a sustained compounding opportunity. The current valuation (including a P/E ratio markedly below past sector froth) and strong free cash generation are especially conducive to long-term wealth preservation and growth.

Overall, the combination of cyclical correction, upcoming product innovations, and sector leadership position the stock favourably for all temporal investment horizons. Ideal positioning could be achieved by accumulating at or just above technical lows ($200), or in anticipation of major product and AI catalyst events.

Is It the Right Time to Buy Apple?

To summarise, Apple stands at an intersection of robust fundamentals, supportive technicals, and an expanding innovation programme. Core strengths—recurring services growth, intense cash generation, global reach, and extraordinary ecosystem loyalty—remain intact. Technical analysis points to a likely bottoming and the emergence of a new bullish cycle, while the pipeline of AI-driven enhancements and new product releases mark upcoming catalysts for re-rating.

Given the current price action around $200, attractive forward valuation, resilient trading volumes, and a vital innovation agenda, the stock seems to represent an excellent opportunity for investors seeking diversified technology exposure with built-in defensive features. The fundamentals justify renewed interest, and the upcoming WWDC and products like Vision Pro and AI-powered wearables support an optimistic medium- to long-term projection for Apple’s global leadership.

For South African investors, Apple’s stature as a USD-denominated technology leader can offer a strategic international hedge, alongside strong upside potential as product and ecosystem innovation accelerate. In this context, Apple may be entering a new bullish phase within the global tech sector—an opportunity worthy of serious consideration for a well-structured portfolio.

How to buy Apple stock in South Africa?

Buying Apple stock online is both secure and straightforward for investors in South Africa, thanks to regulated brokers offering access to global markets like the NASDAQ. You can choose between two main methods: buying Apple shares directly for long-term ownership (spot/cash buying) or trading price movements with Contracts for Difference (CFDs), which involves leverage and short-term strategies. Both approaches have their own advantages and costs, so choosing the right one depends on your investment objectives. To help you get started, we’ve prepared a detailed broker comparison further down the page.

Cash buying

When you buy Apple shares for cash through a regulated broker, you become a direct shareholder. This means you actually own Apple stock and can benefit from dividends and any long-term price appreciation. Brokers typically charge a fixed commission per trade, which is often converted into South African rand (ZAR). For example, many platforms charge the equivalent of around R100 per order (about $5).

Example

Suppose Apple shares are trading at $199.95 per share. With a $1,000 investment (about R18,500, depending on the exchange rate) and a flat brokerage fee of $5, you could purchase approximately 4.97 shares:

• $1,000 - $5 fee = $995 available for shares
• $995 ÷ $199.95 ≈ 4.97 shares

Gain scenario:
If Apple’s share price rises by 10%, your 4.97 shares would now be worth about $1,100.
Result: +$100 gross gain, giving you a return of +10% on your investment (excluding taxes and foreign exchange costs).

Trading via CFD

CFD (Contract for Difference) trading allows you to speculate on Apple’s share price without actually owning the underlying asset. With CFDs, you can use leverage—typically up to 5x—magnifying your gains (or losses) for a smaller upfront investment. Fees include the spread (difference between buy/sell price) and overnight financing charges for positions held beyond a day.

Example

Let’s say you open a CFD position on Apple with $1,000 (around R18,500), applying 5x leverage. This means you’re exposing $5,000 to the market.

Gain scenario:
If Apple’s share price increases by 8%, your position would gain 8% × 5 = 40%.
Result: +$400 profit on a $1,000 stake (excluding fees).

Final advice

Before you invest in Apple stock from South Africa, it’s essential to compare brokers’ fees, trading conditions, and available platforms to find one that suits your investing style—whether you’re aiming for long-term growth or more active, leveraged trades. The best choice depends on your financial goals, risk tolerance, and investment horizon. For an informed start, don’t hesitate to consult the broker comparison provided further down this page. Investing in global leaders like Apple is accessible, and today’s tools make it easier than ever to begin building your portfolio with confidence.

Our 7 tips for buying Apple stock

The latest news about Apple

Apple announced that its Q2 2025 revenues and earnings exceeded analyst expectations. The company reported revenue of $95.4 billion, reflecting a 5% increase year-on-year, and earnings per share of $1.65, surpassing consensus forecasts and growing 8% versus the prior year. For South African analysts, this strong financial performance signals ongoing resilience in Apple’s global demand cycles, which is crucial for local investors with exposure to US tech stocks via structured products or offshore portfolios.

Apple’s ecosystem strategy advances with the upcoming opening of its AI models to third-party developers. This strategic shift was confirmed in the last week and represents an inflection point for the brand’s service ecosystem, likely to stimulate innovation on Apple platforms far beyond the US. With South African developers increasingly active in the global app economy, direct access to Apple’s AI capabilities could foster new business opportunities and strengthen domestic tech participation in international markets.

The Apple Vision Pro’s launch and Apple Intelligence integration highlight ongoing product innovation with future relevance for ZA’s tech industry. Apple began deploying new AI-powered features on the Vision Pro headset, a move signifying deeper commitment to augmented reality and artificial intelligence. As South African telcos and retailers continue to position themselves as premium distributors for high-end Apple devices, such innovation signals strong potential for future growth in advanced consumer electronics, supporting local demand and skills development in allied sectors.

Apple maintains robust service growth, with recurring revenues from its digital offerings expanding rapidly. Services are a key driver of Apple’s profitability, as highlighted by the latest results. The company’s global strategy in digital content, cloud, payments, and health services aligns with shifting consumer behaviors in South Africa, where mobile wallets, streaming and health apps are increasingly mainstream. This alignment supports the stock’s defensive qualities and offers local institutional portfolios continued exposure to secular digital adoption trends.

Apple’s product suite and retail focus remain strong in South Africa, supported by official distribution channels and regulatory compliance. The brand’s premium iPhone, Mac, and iPad lines maintain significant share in the South African consumer electronics market, with Apple-authorized resellers and service providers expanding nationwide. Importantly, Apple ensures its devices comply with local security and wireless standards, allowing seamless operation with regional mobile networks—a factor that reassures both consumers and investors about the sustainability of Apple’s local business model.

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.