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Bernstein says buy Apple while stock price is low

Investment firm Bernstein is recommending clients buy Apple stock, and expects issues such as declining Chinese demand for the iPhone to be cyclical, especially with an AI iPhone.

Bernstein’s position goes against that of JP Morgan, which does expect a boost from AI for Apple, but not until 2026 and the iPhone 17. Morgan Stanley has said that it is bullish about Apple, yet it also downgraded its stock price.

Now Bernstein has retained its $195 target price, but it’s upgraded Apple to “outperform” status. Speaking with CNBC, Bernstein analyst Toni Sacconaghi said that Apple’s currently lower stock price makes this a good time to buy.

“We think Apple is a great consumer franchise,” he said. It’s a quality compounder and a stock that arguably controls or sells the most important thing in most consumers lives other than their spouse… and what we found is we’re getting a price break on it.”

Being able to buy Apple at its current price is the principle reason for Bernstein upgrading it, continued Sacconaghi. He also said that in hindsight, Bernstein had previously downgraded Apple’s stock too early.

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