Returns of a stock are based on future earnings. If everyone else already priced it in, even if apple continues to do well, investors are unlikely to make substantial returns excess of the benchmark. It has been proven that popular stocks will not out perform the benchmark in the long term. Unpopular stocks will do better. Though I am a supporter of apple products, I personally would not invest in them as i prefer higher risk stocks that potentially give me higher returns. Just my opinion.
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