Apple has brand power and positioning second to none, but too much future success is priced in at around 40 times earnings to earn an attractive return. Rivals using Apple products in their own ads show that strength, and foldables without the Apple logo and ecosystem matter less. Still, admiring a business differs from liking its stock at this price. Apple probably doesn't crash unless the market does, but it could stay range-bound for a long time, as Amazon did. x.com x.com