The technology group that emerged in a garage is part of everyday life for many people – as if it has always been there. It will only celebrate its 45th anniversary in April. Anyone who is an Apple shareholder can celebrate. If you are not, you should be.

Not that long ago: Steve Wozniak (left) and Steve Jobs, two of the three Apple founders, in a photo from 1976

Dhe company with the well-known bitten apple in the company logo had its birthday these days. On April 1, 1976, Steve Wozniak, Steve Jobs, and Ron Wayne started a garage company to get into the personal computer business. Today, 45 years later, in 2021, what was once a small company with less than $ 2,000 in start-up capital has become an international two-trillion corporation.

For me personally, Apple is one of the most beautiful examples on the stock market that shows why investors should invest in stocks as long as possible and thus open up the opportunity for a return on their own wealth creation.

Regardless of when the Apple share was bought in the past ten years – the position brought the expected price gains. Anyone who joined ten years ago has been able to turn a 10,000-euro position into more than 120,000 euros. Over the next five years, 10,000 euros have meanwhile become 50,000 euros.

Meanwhile, there were certain doubts about the growth power of Apple two years ago. When Tim Cook said at a presentation in spring 2019 that the apple company wanted to reinvent itself and, among other things, take market share with its own streaming service Amazon and Netflix, stock professionals shook their heads: Turn Apple into an entertainment company with games and news – that was hard to imagine. Two years later, Tim Cook has come a long way. This also applies to shareholders. The 10,000 euros at that time turned into more than 23,000 euros.

Perfect customer loyalty

From quarter to quarter, the successful “iPhone group” becomes more of an all-round high-tech group with its own payment service. Apple has been doing its homework for fans and customers alike for years.

Our author Christoph Scherbaum is a stock exchange specialist and works as a financial journalist from Ludwigsburg.
Our author Christoph Scherbaum is a stock exchange specialist and works as a financial journalist from Ludwigsburg.: Image: Christoph Scherbaum

The goal is to perfect customer loyalty. Once you have immersed yourself in the Apple world, you should not only stay in it, but use it to the maximum. An iPhone customer should, if possible, be someone who uses or should use the many other Apple products and services such as MacBook, iPad, Apple Watch, AirPods, Apple Music and Apple Pay in the future.

When the group presented the first generation of its smartwatch model series in September 2014, some managers from the Swiss watch industry may not have taken it so seriously. Today they do – because no one had believed Apple that a technology company from California would one day overtake the entire venerable Swiss watch industry with its smartwatch numbers.

With the Apple Watch, Apple has achieved something that analysts have repeatedly criticized: to reduce its dependence on the number one sales driver, the iPhone.

Always go one better

While iPhone sales have stagnated at a high level in recent years, Apple has been able to ramp up its service business with iCloud, App Store, Apple Pay, Apple Music, iTunes and other services, and last but not least, the Apple Watch is becoming increasingly important for sales and its growth. Apple has the innovative spirit, the philosophy of company founder Steve Jobs, to implement over and over again. This next “one more thing” that will bring the group further forward.

For this very reason, an Apple fan who is also a shareholder in the Californian company is unlikely to sell any shares and thus withdraw their trust in the company. Why also. After all, Apple is Apple and not just any company. With all the sales and revenue declines in recent years, Apple has always managed to “come back”.

Apple should not be missing in any depot

On the part of the analysts, the Apple share has long been hyped as it was ten years ago. JPMorgan is currently categorizing Apple as “Overweight” with a price target of $ 150. UBS, in turn, upgraded the share from “Neutral” to “Buy” and raised the price target from 115 to 142 dollars. With the current course, this does not necessarily appear to be the great course opportunity.

But against the background that Apple still earns as much money in one quarter as some Dax companies make in sales in the whole year and an investor in the past ten years with the share on average more than 25 percent made in profit per year, the paper is actually a “must have” for every long-term stock portfolio.


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To the detailed view

The American star investor Warren Buffett sees it at least that way. Berkshire Hathaway now holds more than $ 120 billion in Apple stock, according to Berkshire Hathaway’s annual letter to shareholders.

Apple should also have a lot in store for its fans and shareholders in the future. There are, for example, the lingering rumors of a possible entry into the automotive business, which, according to many analysts, is not yet included in the share price. Likewise, the stock split carried out in August 2020 will not have been the last.

Time and again in the company’s history, Apple used this instrument to make the “overheated” paper look a little cheaper again. You don’t have to like Apple products, but you should think about a stock position in your own portfolio – if you don’t already have one.