Apple Inc. (AAPL) confirms its role as one of the most important players in the technology sector in 2025. The company is benefiting from the success of its latest product line, particularly the iPhone 17, while facing regulatory challenges in key markets. Thanks to positive sales trends and optimistic analyst expectations, the company’s shares are trading near historic highs.
1. Product news and market strategy
iPhone 17 as an engine of growth
In September 2025, Apple launched the new iPhone 17, iPhone 17 Pro/Pro Max, and iPhone 17 Air models, which complemented the new generations of Apple Watch (Series 11, Ultra 3, SE 3) and AirPods Pro 3. According to available data, iPhone 17 sales are 10-15% stronger than the previous generation. This trend is also confirmed by increased consumer interest.
Foldable iPhone and hardware innovations
Apple is testing pilot production of foldable iPhones in Taiwan with the aim of subsequently expanding production to India. At the same time, it plans to launch a MacBook with a touchscreen and OLED display in 2026, responding to growing demand for innovative form factors.
2. Regulatory and legal environment
Apple is coming under increased pressure from regulatory authorities, particularly in the European Union, where legislation such as the Digital Markets Act and related regulations may limit the functionality of certain products (e.g., AirPods interoperability or selected iOS services).
In the US market, it was announced that the CFPB (Consumer Financial Protection Bureau) had prematurely terminated its monitoring of Apple and U.S. Bank in connection with previous consumer sanctions related to the Apple Credit Card. This move helps to strengthen confidence in Apple’s financial services.
3. Financial markets and stock valuation
Current price development
AAPL shares are trading around USD 256, which is close to the 52-week high (~USD 260). During September 2025, the shares experienced a significant recovery, mainly due to the successful launch of the iPhone 17.
Analyst Estimates
• Wedbush raised its target price from $270 to $310, pointing to a strong upgrade cycle.
• JPMorgan revised its projections for fiscal year 2026 upward due to better-than-expected sales trends.
• Market sentiment is predominantly bullish, with analysts expecting further growth supported by robust demand.
Conclusion
In 2025, Apple is in a strong growth phase, supported by the success of the iPhone 17 and upcoming innovations in its product portfolio. However, regulatory pressures, particularly in Europe, and possible fluctuations in production costs are factors that could slow future growth. Nevertheless, thanks to its brand, ecosystem, and customer loyalty, Apple is considered one of the most attractive technology investments today. The dividend yield is currently USD 0.26 per share. The dividend amount itself was approved by the company’s general meeting at 0.42% p.a. The average target price per share with a high estimate for the short to medium-term investment horizon was set by Zacks.com at USD 305.00 per share.
