Last year, technology stocks were still under a lot of pressure on the stock markets. Inflation, higher interest rates and the economic slowdown had caused problems for industry representatives. Things are different in 2023 – at least for the likes of Apple.

The share price of the group with the apple in its logo has risen by around 35 percent since the beginning of the year. In this way, the market capitalization of the American group has increased by around 670 billion dollars this year alone. The next goal is – for what is already the world's most valuable listed company – the three trillion dollar mark.

Apple has already reached around 2.7 trillion dollars. It may not have been the end of the line – especially since the success continues, especially in the sale of iPhones. In contrast to its big smartphone adversary Samsung, Apple focuses primarily on high-priced smartphone models. Also, the company doesn't offer quite as many different types. Nevertheless, Apple has not only impressed with its high margins in recent years, but has also caught up in terms of the number of smartphones sold.

Trapped in the "Apple universe"

According to Canalys estimates, the total smartphone market shrank by 2023 percent in the first quarter of 13 compared to the same period last year to 269.8 million devices sold. However, Apple was the only one of the top 5 smartphone providers to grow with its iPhone models. With a slight increase of 3 percent to 58 million devices or 21 percent market share, the group landed only very close behind Samsung with its 60.3 million units sold and a market share of 22 percent.

The sheer number of devices sold brings an enormous advantage for Apple. iPhone or iPad users are trapped in the "Apple universe", so to speak. In this way, the group can advance its increasingly important service business and bring offers such as Apple TV+ to customers. The Apple savings book, which was very popular immediately after its launch, also shows the great trust Apple customers have in the company.

It is these and similar service offerings that, in conjunction with the popular hardware, bring Apple strong business results. In the second quarter (ended April 1) of the current fiscal year, group-wide sales amounted to 94.8 billion dollars. While this was a 3 percent year-over-year decline, it exceeded analysts' average expectations of $92.6 billion. Adjusted earnings per share of $1.52 were also above consensus estimates. These amount to 43 dollars.

In terms of the outlook for the current third quarter, Apple remained slightly below market expectations, but the company can still show that it is coping well with the difficult market environment. The worst fears of an economic slowdown have not materialized. This is one of the reasons why the management continues to be generous. While the share buyback program will be increased by $90 billion, the quarterly dividend will increase by 4 percent to 24 cents.

Warren Buffett is also happy

It is also such distributions that made the former Apple skeptic Warren Buffett a fan of the company years ago. Known as a value investor, the star in the investment community avoided technology stocks for a long time. Apple changed this radically. At the end of March 2023, Buffett's investment company Berkshire Hathaway held around 5.8 percent of all Apple shares. These came in at a value of more than $160 billion and accounted for nearly 48 percent of Berkshire's total stock portfolio.

From June 5, there will be another Apple event that could further fuel the euphoria of the fan community around the company. It's time again for Apple's Worldwide Developers Conference (WWDC). Even though the presentation of hardware innovations traditionally in the fall receives a lot of attention from the general public, the developments around the software on the various Apple devices are no less important.

The stock market likes innovation and Apple has not been stingy with it for years. Long-term investors are aware of this potential and a look at their own portfolio reflects it. Over the course of a decade, an investor has been able to achieve more than 10,000 euros from a 131,000 euro position to date. The majority of analysts do not believe that Apple could be confronted with long-term growth problems. The majority continues to advise buying.