AAPL vs GOOG: Which Is the Better Buy?
Side-by-side comparison of Apple Inc. and Alphabet Inc. — fair value, conviction, valuation metrics, and QuantHub research signals.
Updated 2026-07-13.
Apple Inc. · Technology
$308.63
+5.6% upside to fair value
Grade B
High Quality
VS
Alphabet Inc. · Communication Services
$355.03
-17.2% upside to fair value
Grade D
High Quality
QuantHub Verdict
AAPL has more upside to fair value
(+5.6%).
GOOG trades at a lower forward P/E
(27.0x).
These are model outputs — not personalized investment advice.
See all research →
Valuation & Fundamentals
| Metric |
AAPL |
GOOG |
| Current Price |
$308.63 |
$355.03 |
| Fair Value Estimate |
$325.93 |
$294.10 |
| Upside to Fair Value |
+5.6%
|
-17.2%
|
| Market Cap |
$4,533.0B |
$4,320.1B |
| Forward P/E |
37.2x
|
27.0x
|
| EV / EBITDA |
28.6x
|
20.0x
|
| Price / Sales |
10.0x
|
10.2x
|
| Price / FCF |
35.1x
|
67.0x
|
| Revenue Growth YoY |
+16.6%
|
+21.8%
|
| Gross Margin |
47.9%
|
60.4%
|
| Operating Margin |
32.6%
|
32.7%
|
| Return on Equity |
146.7%
|
39.0%
|
| Dividend Yield |
0% |
0% |
| FCF Yield |
2.85%
|
1.49%
|
| Analyst Consensus |
Buy
|
Strong Buy
|
Investment Thesis
Apple Inc. is a leading technology company specializing in consumer electronics, software, and services, with a durable competitive moat driven by its integrated ecosystem of devices, operating systems, and services. The company benefits from strong brand loyalty, high margins with a gross margin of 47.9%, and consistent earnings growth, including a 19.4% increase in earnings in the most recent q…
Alphabet Inc. operates as a global leader in internet content and information services, primarily through its dominant search engine, advertising platforms, and cloud services. The company exhibits high business quality with a durable competitive moat supported by strong network effects, brand recognition, and intangible assets. Alphabet's financials reflect robust profitability with a net margin…
Accumulation Zones
| Metric |
AAPL |
GOOG |
| Zone Low |
$244.45 |
$220.58 |
| Zone High |
$277.04 |
$249.99 |
| In Buy Zone? |
No
|
No
|