Why invest in Apple stock?
Strong cash generation and brand strength
Apple has historically produced strong revenue and free cash flow, supporting ongoing investment in R&D, new product lines and the customer experience as a whole. Past performance is, however, not a reliable indicator of future performance. That being said, Apple’s scale and brand recognition are two big reasons why many investors research – and subsequently invest in – the company.
Product innovation and ecosystem
A big part of Apple’s competitive strength is its ecosystem — all its devices, software and services are designed to work smoothly together, making them easy to use and encouraging people to stay within the Apple family. While some argue Apple has been slower to develop breakthrough products in areas like AI hardware, others say that services and on-device software advances continue to deepen engagement across their audience base.
Services growth
Subscriptions and services (e.g. Apple TV+, Apple Arcade, Apple Fitness+ and Apple One bundles) are a growing part of the business model. These products have historically contributed to higher-margin, recurring revenue that may be less sensitive to device-replacement cycles, although this can vary based on competition, regulation and broader market conditions.
Shareholder returns
Apple pays a quarterly dividend (subject to board approval) and has kept up a large share-repurchase program over many years. Dividends and buybacks are not guaranteed and could change, but they are considered by some income and total-return investors when assessing whether or not Apple is right for them.
How to buy Apple stock in Australia: Step-by-step guide
If you’re learning how to buy Apple stock, these are the steps you’ll need to follow as a budding investor:
Open an account with CMC Invest: Begin by creating an account and start investing. CMC Invest lets you explore Australian and international markets with a user-friendly interface and a range of order types.
Research Apple: Take a look at Apple’s latest results, product pipeline, services momentum, competitive landscape and macro drivers. Use CMC’s market news and the Knowledge Hub to stay across updates. Before investing, make sure you’re also comfortable with the risks of investing.
Decide on your approach: Will you make a lump-sum purchase or build a position over time (i.e. through a regular investment plan)? Consider how Apple aligns with your broader asset allocation and risk appetite.
Place your order: Search for AAPL on the platform, choose your order type (market or limit), enter the quantity, review the estimated costs and then hit submit. For a walkthrough of researching and placing orders, watch our CMC Invest platform guide.
Watch and review: After execution, track your position, corporate activities (e.g. dividends), forex conversions and portfolio weightings. Revisit your investment thesis every so often, especially around product launches and earnings reports.
If you’re new to international markets or want to practise your process first, you can start by learning about international markets in the Knowledge Hub. When you’re ready, you can follow the steps above on how to buy Apple shares in Australia with confidence.
Risks and considerations when buying Apple stock
Market volatility
Large-cap tech can still be volatile. Apple’s share price tends to move with company news (product cycles, services trends, etc.), sector sentiment (chip supply, AI news, etc.) and macro conditions (rates, consumer spending, etc.).
Your investment goals
Consider whether Apple fits within your broader investment objectives (growth, income, diversification). A single large-cap position can concentrate risk. A diversified portfolio may be more aligned with your goals and time horizon, depending on your individual circumstances.
Regulatory and legal risks
Technology platforms always face scrutiny in relation to competition, privacy, app-store policies and tax. Regulatory actions or changes in US (or international) law could affect Apple’s operations and near-term outlook.
Exchange-rate risk
Apple earns and reports earnings in USD, and AAPL trades in US dollars. As an Australian investor, you’ll be exposed to AUD/USD movements, which can amplify or offset your underlying share performance when converted back to AUD.
Business execution
Revenue growth depends on device upgrade cycles, service take-up, new categories and more. Delays in product launches, supply-chain disruptions, competitive pressure or shifts in consumer preferences can negatively influence outcomes.
