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On Tuesday, Morgan Stanley (NYSE:MS) reaffirmed its Overweight rating and $220.00 price target for Apple stock (NASDAQ:AAPL), the $2.9 trillion technology giant. According to InvestingPro data, analyst targets for Apple range from $165 to $300, with the stock currently trading at a P/E ratio of 30.2x. The research firm’s latest report draws on insights from a March 2025 AlphaWise survey of 3,300 U.S. consumers, which revealed a positive consumer perception of Apple Intelligence, a surge in U.S. iPhone upgrade rates, and a keen interest in new iPhone form factors.
Despite the challenges posed by uncertain tariff policies, a weak smartphone market in China, and ongoing legal and regulatory cases, Apple has shown promising consumer adoption trends. The company maintains strong fundamentals, with InvestingPro reporting revenue of $395.8 billion in the last twelve months and a healthy gross profit margin of 46.5%. The survey pointed out that U.S. consumers are increasingly willing to pay for Apple Intelligence, and there’s a record level of intent to upgrade iPhones within the next twelve months in the U.S. Moreover, there is significant interest in the anticipated new iPhone designs, including thinner models and foldable devices.
Morgan Stanley suggests that looking beyond the current tariff uncertainties, Apple’s advancements in software and hardware are likely to hasten device replacement cycles and create new opportunities for generating service revenue. These factors contribute to the firm’s sustained positive outlook on Apple’s stock.
According to the analyst, the strong consumer response captured in the AlphaWise iPhone Survey supports the view that Apple’s continuous innovation in both software and hardware, if executed effectively, has the potential to accelerate device replacement and enhance service revenue, which underpins the Overweight rating on the stock.
In other recent news, Apple has settled a sales tax dispute with Cupertino, agreeing to a $12.1 million payment, ending a long-standing issue rooted in a 1998 agreement. This settlement follows an audit by the California Department of Tax and Fee Administration, which determined that sales tax should be based on delivery location rather than Apple’s headquarters, allowing Cupertino to retain $74.5 million. Meanwhile, TF International Securities analyst Ming-Chi Kuo has warned of increasing risks for Apple due to escalating trade tensions between the U.S. and China. Kuo noted that if U.S. allies impose tariffs similar to those of the U.S., Apple might face significant challenges, given its reliance on Chinese manufacturing. Additionally, the European Union has reiterated its commitment to enforcing digital regulations on tech giants like Apple, regardless of their leadership or location, as stated by Commission President Ursula von der Leyen. The EU has already initiated cases against several major tech companies, emphasizing the importance of unbiased rule enforcement. These developments highlight the complex regulatory and geopolitical landscape Apple navigates amid its global operations.
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