Should I buy Apple stock in 2025?

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At HelloSafe, our expert has been tracking Apple's performance for over three years. Every month, hundreds of thousands of users in the UK trust us to decipher market trends and identify the best investment opportunities. Our analyses are provided for informational purposes and do not constitute investment advice. In accordance with our ethical charter, we have never been, and will never be, compensated by Apple.

What is Apple?

How much is Apple stock?

The price of Apple stock is rising this week. Apple is currently trading at $212.44, up $4.62 over the last 24 hours, with a gain of 5.40% over the past seven days. The company holds a market capitalisation of $3.17 trillion and averages 63.5 million shares traded daily. Apple’s P/E ratio stands at 33.09, the dividend yield is 0.51%, and the stock beta is 1.21. This level of activity reflects both Apple’s strong investor interest and a moderate degree of market volatility.

Our full analysis of Apple stock

Having just reviewed Apple’s latest financial results and three-year stock performance, we have consolidated insights from a range of data: from key financial indicators and technical signals to sector benchmarks and peer analysis, all processed through our proprietary models. In a context where technology remains a leading engine of global equity markets, Apple’s recent earnings and price action have reignited investor debate. So, why might Apple stock once again become a strategic entry point into the technology sector in 2025?

Recent performance and market context

Apple’s share price stands at $212.44, registering an impressive 5.4% gain over the past week and a robust intraday increase of $4.62 (+2.22%). While the stock has dipped more than 3% over the past year and 12.9% in the past six months, much of this weakness reflected broad sector rotation and short-term macro headwinds. The most recent quarterly results delivered both revenue ($95.4 billion) and net income ($24.78 billion) growth of 5% year-over-year, beating analyst forecasts and reigniting positive momentum. iPhone sales, bolstered by anticipation of Apple Intelligence features and the iPhone 16 cycle, were particularly strong. Moreover, the company benefits from resilient demand in the services segment—an area of recurring revenue that continues to expand faster than hardware.

From a broader perspective, Apple operates at the heart of a sector benefiting from robust global digitalisation, rising consumer spending on premium devices, and the growing role of artificial intelligence. Despite periods of heightened volatility, market sentiment surrounding Apple has remained moderately optimistic: 59% of analysts now rate the stock “Buy” or “Strong Buy.” This backdrop, combined with Apple’s remarkable brand strength and global ecosystem, supports a positive outlook as the company enters a new phase of innovation and product rollout.

Technical analysis

Short-term technical momentum is favourably aligned. The current RSI (14 days) stands at 71, pointing to overbought conditions—a classic sign of strong positive interest. The MACD remains firmly in buy signal territory at 2.51, while price action above the 50-day moving average ($203.44) reinforces a bullish phase. Although the 200-day average ($223.13) is just above the current price, any breakout above $211–$234 resistance would likely accelerate upside. Key support has consolidated between $196 and $204, providing a reliable floor. The recent surge, coupled with a high trading volume, signals a broad base of market participation and validates the ongoing reversal from early-year lows.

In the short to medium term, these technical factors suggest Apple is embarking on a new bullish leg, with a clear path towards the $234-240 range should momentum persist. Such sustained positioning above major support zones is typically associated with further near-term re-rating in blue-chip technology names.

Fundamental analysis

Apple’s financial foundation remains exemplary. The company posted Q2 2025 revenue of $95.4 billion (+5% YoY), with net income of $24.78 billion and EPS of $1.65, surpassing consensus by 2.5%. Services, which comprise cloud, App Store, Apple Music, and more, have now become the second pillar of profitability, showing healthy double-digit growth rates. Gross margin has stabilised at 24.3%, and free cash flow reached $97.25 billion over the past twelve months, highlighting operational excellence.

At a current P/E ratio of 33.09, Apple trades at a premium to historical averages—yet this remains justified by its industry leadership, innovation pipeline, and the potential for a new hardware-software supercycle. With the global rollout of Apple Intelligence, management’s guidance for continued EPS growth ($7.11 consensus for 2025), and firm control over strategic costs, the stock’s premium valuation appears both rational and sustainable. Core strengths such as deep customer loyalty, a premium ecosystem, and unmatched brand power continually protect Apple’s competitive moat across all geographies, including the UK.

Volume and liquidity

Apple’s average trading volume of 63.5 million shares over three months signifies exceptionally high liquidity, providing easy access even for institutional investors. This level of turnover not only underscores market confidence and active interest but also limits transaction costs for large buyers and sellers. A float of nearly 15 billion shares, with strong institutional participation (62.84%), ensures Apple can sustain dynamic revaluations and accommodates significant orders without destabilising the price, making it ideal for both short-term traders and long-term investors.

Such liquidity provides a favourable platform for dynamic price discovery and means that investors can act on both short-term technical signals and fundamental developments with minimal slippage.

Catalysts and positive outlook

Multiple current and future catalysts continue to underpin a constructive trajectory for Apple. The progressive deployment of Apple Intelligence—AI functionalities directly integrated into iOS, macOS, and upcoming iPhone 16 models—is expected to drive a fresh super-cycle in device upgrades. This, combined with the innovation in Vision Pro (mixed reality), promises to broaden Apple’s competitive edge in both consumer tech and the emerging AR/VR sector.

Apple’s strategic expansion in Asia-Pacific, notably India, further establishes growth in untapped consumer markets, while ongoing leadership in premium segments and services adds resilience against cyclical downturns. Sustainability and ESG initiatives, including a net zero carbon target for 2050, reinforce Apple’s long-term value proposition for a new generation of responsible investors.

From a regulatory and technological perspective, Apple faces few immediate hurdles: stable US monetary policy has refuelled risk appetite in tech, and increased digital adoption post-pandemic continues to act as a tailwind. The upcoming quarterly results (scheduled for 31 July 2025) represent a key event that could further catalyse bullish price action, particularly as institutional positioning remains supportive.

Investment strategies

For investors considering short-term entry points, the convergence of Apple’s price near $212.44, just above major support, and the recent breakout above $211 offers a potentially low-risk window ahead of earnings and product launches.

Medium-term participants may view the current phase as the early stage of a larger uptrend, given the strong technical signals, growing momentum across product segments, and the positive sector backdrop. Entering now may allow investors to ride the next wave of innovation-driven gains, particularly if Apple Intelligence and services outperform market expectations.

For long-term investors, Apple’s blend of robust free cash flow, consistent share buybacks and dividends, sector leadership, and a track record of navigating global economic shifts reinforces its appeal as a core portfolio holding. The company’s premium is justified by its brand, recurring income streams, and potential for transformative growth in AI and mixed reality.

A typical positioning approach might include scaling in during technical consolidations below $215 while holding core positions for incremental compounding gains, using fundamental and technical milestones (next earnings, major launch events) as reference points for further allocation or risk management.

Is it the right time to buy Apple?

Apple currently stands out as one of the most balanced opportunities in the global technology sector. Its recent earnings surprise, accelerating momentum in services, record cash generation, and powerful brand equity all underscore the company’s enduring ability to innovate and create value.

Despite a P/E multiple that sits above the sector average, the stock’s risk-adjusted profile, high liquidity, and forward-looking catalysts—from AI integration to international market penetration—provide compelling justification for serious renewed interest. Apple may be entering a new bullish phase, supported by both strong technicals and lasting fundamentals.

Considering the convergence of supportive technical patterns, robust liquidity, operational leadership, and transformative industry trends, Apple seems to represent an excellent opportunity for investors seeking diversified technology exposure in today’s market. Looking ahead, the stock’s combination of innovation, resilience, and global demand positions it to play a central role in portfolios aiming for both growth and long-term security.

Apple offers one of the most favourable entry setups in recent years, and as the next quarterly earnings and product cycles approach, the risk-reward dynamic appears firmly tilted in favour of those seeking exposure to a world-class leader at the forefront of global technology advancement.

How to buy Apple stock in the UK?

Buying Apple stock online is straightforward, secure, and easily accessible for UK investors thanks to regulated brokers. You can choose to buy shares directly (spot buying) or trade Apple through Contracts for Difference (CFDs), each with its own advantages and considerations. Both methods can be completed entirely online, often in just a few clicks, with your account and investments protected by industry standards. For a detailed comparison of brokers and fee structures, you’ll find a useful broker comparison table further down the page.

Spot buying

A cash or spot purchase of Apple stock means you become a shareholder, owning the shares outright. With most UK brokers, you’ll typically pay a fixed commission per order (commonly £5–£10 per trade). This method is suitable for building long-term value.

Gain scenario

If the Apple share price is $212.44 (current USD price), you can buy around 4 shares with a $1,000 stake, including a brokerage fee of around $5.

If the share price rises by 10%, your shares are now worth $1,100.

Result: +$100 gross gain, i.e. +10% on your investment.

Trading via CFD

CFD trading lets you speculate on Apple’s price movement without acquiring the actual shares. With CFDs, you pay the spread (broker’s margin between buy and sell prices) and may be charged overnight financing if you hold positions longer than a day. CFDs offer leverage, magnifying both gains and losses.

Example of a leveraged CFD position

You open a CFD position on Apple shares, with 5x leverage.

This gives you a market exposure of $5,000.

✔️ Gain scenario:

If the stock rises by 8%, your position gains 8% × 5 = 40%.

Result: +$400 gain, on a bet of $1,000 (excluding fees).

Final advice

Before investing, take time to compare brokers’ fees, trading conditions, and available investor protections—see the comparison tool further down this page. Whether you are building long-term wealth (spot buying) or seeking dynamic opportunities (CFD trading), the best method will depend on your objectives, investment horizon, and risk tolerance.

Our 7 tips for buying Apple stock

The latest news about Apple

Apple delivered quarterly results exceeding expectations, with iPhone sales driving revenue growth. In its latest report, Apple posted $95.4 billion in revenue (up 5% year-on-year), led by stronger-than-expected iPhone sales and surpassing analyst forecasts for both earnings and profit margins, reflecting resiliency in global demand and strong consumer interest, including notable traction in the UK premium smartphone segment.

Apple launched new integrated AI features under “Apple Intelligence” in key UK devices and services. The company rolled out Apple Intelligence enhancements for iPhone, iPad, and Mac, now available to UK customers, signalling Apple’s commitment to the British market and positioning its ecosystem as an innovation leader in personal AI and privacy-focused technology.

Apple shares climbed more than 5% over the past week, outpacing global technology peers. Following positive earnings and sector momentum, Apple’s stock gained over 5%, outperforming many other US-listed tech giants and attracting renewed buying interest from UK-based institutional and retail investors seeking exposure to global technology leaders.

Major analysts raised price targets for Apple, citing sustained earnings quality and growth initiatives. Several leading financial institutions in London and New York updated Apple’s target price to $234.95 (+10.6% upside), highlighting ongoing opportunities in services and AI as well as Apple’s exceptional brand strength and user loyalty in the UK market.

Apple remains eligible for ISA stocks and shares accounts, offering tax-efficient investment options in the UK. After confirmation of the 15% US withholding tax on dividends (which may be reduced via the W-8BEN form), Apple stock continues to attract UK investors looking for tax optimisation within regulated savings and investment products.

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.