MARQORA

MARQORA / Sample analysis / Apple

MARQORA · DATED RESEARCH EXAMPLE

Apple Inc.

NASDAQ:AAPL · Analysis dated

This is a dated research example, not a recommendation based on today’s stock price.

Reference price: $339.50, recorded . The assessment below uses that price and the information available for the original analysis. Dollar amounts are in U.S. dollars.

The analysis at a glance

01

What the company does

Apple sells iPhones, computers, and other devices. It also offers services such as apps, music, and online storage. Its products and services work together.

02

One strength

Apple earns substantial profits from its devices and services. In the most recently reported quarter, revenue grew by a little over 16%. Its services business keeps a particularly large share of revenue after direct costs.

03

One important risk

Higher component costs, trade disputes, and changes to rules governing services could reduce earnings. When a stock is already expensive, even a modest disappointment can cause a sharp price decline.

04

Is the stock reasonably priced?

At $339.50, the stock appears somewhat expensive. The price is about 39 times approximate diluted earnings per share for the trailing twelve months through June 2026 ($8.72). It assumes strong results will continue and leaves little room for disappointment in this analysis’s valuation.

Overall assessment

Apple generates substantial profits and continues to grow. At the $339.50 reference price, however, the stock appears somewhat expensive: it costs about 39 times approximate diluted earnings per share for the trailing twelve months through June 2026 ($8.72). New products and services growth would need to deliver sustained results to support that price. Overall assessment: keep watching.

What could go well

New devices and more paying services customers could increase earnings. Demand and profit margins would need to remain strong after the recent good quarter.

Read the full analysis, figures, and assumptions

Terms used below

Revenue is money from sales. Operating profit is what remains after operating expenses, before interest and taxes. Free cash flow is cash from operations minus the investment spending specified in the analysis. A margin shows how much of each sales dollar remains as profit.

Earnings per share (EPS) divides profit among shares. The price-to-earnings ratio (P/E) compares the share price with annual EPS. A scenario shows what a set of assumptions would imply; it is not a promised outcome.

Business performance

Apple combines hardware, its own software, and services. This analysis covers the Nasdaq common stock AAPL of SEC issuer 320193. The most recent quarterly results verified here are for the third fiscal quarter ended June 27, 2026; the October share price is substantially more recent than the financial statements. [Q, R, P]

Quarterly revenue rose from $94.036 billion to $109.417 billion, and net income rose from $23.434 billion to $29.789 billion. Diluted earnings per share increased from $1.57 to $2.02. However, this includes $0.11 in positive tariff refunds. The value adjusted for this item alone is $1.91, about 21.7% more than a year earlier; this is not a full normalization. Services generated $30.739 billion in revenue and a 75.6% gross margin. This profitability supports the business case, but does not guarantee future margins. [Q, R]

On October 20, Apple announced additional US supplier partnerships for iPhone Duo and iPhone 18 Pro, including a commitment of up to $100 million over three years with Perryman. This does not mean additional profit has already been earned; my valuation applies no blanket premium for the announcement. [N]

Cash, debt, and cash flow

In the first nine months of 2026, operating cash flow was $116.996 billion, compared with $81.754 billion. After capital expenditures of $6.799 billion and $9.473 billion, respectively, free cash flow was $110.197 billion and $72.281 billion. This is my consistently applied calculation definition, not a complete measure of owner earnings. Income taxes paid fell from $37.332 billion to $26.555 billion; strong cash inflow should therefore not be carried forward unadjusted as a lasting growth rate. Stock-based compensation of $10.523 billion is added back in operating cash flow and is nevertheless an economic expense. [Q]

In June, $146.517 billion in cash and reported marketable securities stood against $84.344 billion in commercial paper and financial debt. Leases and operating obligations are not included in this simplified comparison. Buybacks and dividends together cost $73.872 billion during the nine-month period. Financing appears robust, but liquidity is not entirely additional corporate value available for distribution. [Q]

Valuation: what the price assumes

The reference is solely the saved price of $339.50 from October 20, 20:32 UTC. Diluted earnings per share (EPS) for the trailing 12 months through June is approximately 7.46 − 5.62 + 6.88 = $8.72. This implies a historical price-to-earnings (P/E) ratio of 38.93: the share price is 38.93 times the trailing annual earnings per share. After separately deducting the $0.11 tariff refund, it is 39.43 on $8.61. Adding EPS figures is an approximation because diluted share counts vary. [P, K, Q, R]

Free cash flow for the trailing 12 months: 98.767 − 72.281 + 110.197 = $136.683 billion. Using the 14.608963 billion shares outstanding as of June, the reference price implies an indicative market capitalization of around $4,959.743 billion and a 2.76% free-cash-flow yield, meaning annual free cash flow is 2.76% of that market value. The June share count is not a confirmed October count. High quality justifies a premium; however, this low historical cash-flow yield requires further sustainable growth. The price judgment follows from this relationship and the scenarios, not from a rigid P/E threshold. [P, Q, K]

Scenarios

The following three-year model tests different assumptions. It is this analysis’s estimate, not a company forecast. It starts with trailing EPS of $8.61, adjusted only for the tariff refund. Formula: estimated value at the analysis date = EPS × (1 + earnings growth)^3 × ending P/E ratio / 1.10^3. Here, ^3 means raising a number to the third power. Dividing by 1.10^3 converts the future estimate to a value at the analysis date. The assumed required return of 10% and all ending P/E ratios are valuation assumptions. Dividends are excluded for comparability. [Q, K, R, P]

Weak scenario: stagnant EPS and an ending P/E ratio of 20 yield approximately $129. Midpoint scenario: annual EPS growth of 8% and an ending P/E ratio of 25 yield approximately $204. Favorable scenario: growth of 15% and an ending P/E ratio of 32 yield approximately $315. The latter requires strong device and service revenue as well as sustained pricing power. Even this scenario is below $339.50 before including dividends. Higher earnings or higher valuation multiples could nevertheless justify today’s price; that additional expectation is precisely what makes entry demanding. No probability of occurrence is assigned to any scenario. [P, Q, R, N]

Risks and reasons the assessment could be wrong

Apple faces product, supply chain, and trade risks. Higher memory costs already weighed on the latest quarterly comparison, even though product mix and tariff refunds more than offset them. In addition, competition-law interventions could change the economics of its services. New products and partnerships still have to show up in sales, margins, and cash inflows. [Q, K, N]

The strongest counterargument to the cautious valuation is Apple's existing earnings power: high service margins, an established device base, and substantial cash inflows allow it to fund research, new products, and shareholder distributions. The calculation may therefore be too conservative if Apple grows faster for many years. Conversely, a declining market valuation could consume good earnings growth. I assume neither a favorable outcome nor a permanently unchanged valuation as certain. [R, Q, P]

Conclusion

Overall assessment: keep watching; price assessment: somewhat expensive. The quality of the business is evidenced by growth, profits, and cash inflows. At $339.50, however, I do not see a sufficient margin between the price and a conservatively estimated earnings trajectory. This does not establish a confirmed bargain. [P, Q, K]

The results actually published for subsequent quarters, cost trends, and the commercial success of the new devices are key to changing this assessment. I am not anticipating unpublished September results. The financial statements through June used here and the separately dated October share price remain visible; the supplier announcement does not replace a new financial statement. [N, R, Q]

Figures and reporting periods

The amounts and units below match the original analysis. U.S. GAAP means U.S. generally accepted accounting principles. Dates show the reporting period for each figure.

MeasureCurrent periodComparison period
Revenue
Consolidated net sales under U.S. GAAP, in millions of U.S. dollars; each is a complete 52-week fiscal year.
September 29, 2024 to September 27, 2025
$416,161 million
October 1, 2023 to September 28, 2024
$391,035 million
Net income
Consolidated net income under U.S. GAAP, in millions of U.S. dollars; consolidated company including wholly owned subsidiaries, with no non-GAAP adjustment.
September 29, 2024 to September 27, 2025
$112,010 million
October 1, 2023 to September 28, 2024
$93,736 million
Diluted earnings per share
Reported diluted earnings per common share under U.S. GAAP, in U.S. dollars per share; including tax effects, not adjusted EPS.
September 29, 2024 to September 27, 2025
$7.46 per share
October 1, 2023 to September 28, 2024
$6.08 per share
Free cash flow
Analyst-calculated free cash flow in millions of USD: U.S. GAAP operating cash flow minus payments for property and equipment; 111,482 − 12,715 versus 118,254 − 9,447.
September 29, 2024 to September 27, 2025
$98,767 million
October 1, 2023 to September 28, 2024
$108,807 million
Revenue
Consolidated net revenue under U.S. GAAP in millions of U.S. dollars; third standalone quarter only, not year-to-date.
March 29, 2026 to June 27, 2026
$109,417 million
March 30, 2025 to June 28, 2025
$94,036 million
Net income
Consolidated net income under U.S. GAAP in millions of U.S. dollars; third standalone quarter only, including the tariff refund effect.
March 29, 2026 to June 27, 2026
$29,789 million
March 30, 2025 to June 28, 2025
$23,434 million
Diluted earnings per share
Reported diluted U.S. GAAP earnings per common share in U.S. dollars per share; third standalone quarter, including a positive tariff refund effect of $0.11 in 2026.
March 29, 2026 to June 27, 2026
$2.02 per share
March 30, 2025 to June 28, 2025
$1.57 per share
Operating cash flow
Consolidated cash flow from operating activities under U.S. GAAP in millions of U.S. dollars; each for the first nine months of the fiscal year.
September 28, 2025 to June 27, 2026
$116,996 million
September 29, 2024 to June 28, 2025
$81,754 million
Free cash flow
Analyst-calculated free cash flow in millions of U.S. dollars, not a GAAP measure: operating cash flow minus capital expenditures; 116,996 − 6,799 versus 81,754 − 9,473, each for the first nine months.
September 28, 2025 to June 27, 2026
$110,197 million
September 29, 2024 to June 28, 2025
$72,281 million

Sources

The letters in brackets refer to the sources below. The price-provider link identifies the data service; it does not display a public historical price record.

  1. Source Q · www.sec.gov
    Published: July 31, 2026 · Checked for the original analysis: October 21, 2026 at 9:59:59 AM UTC
  2. Source K · www.sec.gov
    Published: October 31, 2025 · Checked for the original analysis: October 21, 2026 at 9:59:59 AM UTC
  3. Source R · www.apple.com
    Published: July 30, 2026 · Checked for the original analysis: October 21, 2026 at 9:59:59 AM UTC
  4. Source N · www.apple.com
    Published: October 20, 2026 · Checked for the original analysis: October 21, 2026 at 9:59:59 AM UTC
  5. Source P · api-v4.fcsapi.com
    Published: Not recorded · Checked for the original analysis: October 21, 2026 at 9:59:59 AM UTC
English wording and number formats reviewed on October 31, 2026. The financial assessment retains its original date, assumptions, and reference price. This language review is not a new financial analysis. All three examples
Frank Herrmann

A note from Frank

I’m building MARQORA to make company research easier to understand. This page shows a dated example of how an analysis is explained.