AAPL vs MS: Which Is the Better Buy?
Side-by-side comparison of Apple Inc. and Morgan Stanley — fair value, conviction, valuation metrics, and QuantHub research signals.
Updated 2026-07-17.
Apple Inc. · Technology
$308.63
+5.6% upside to fair value
Grade B
High Quality
VS
Morgan Stanley · Financial Services
$218.37
+45.0% upside to fair value
Grade B
High Quality
QuantHub Verdict
MS has more upside to fair value
(+45.0%).
MS trades at a lower forward P/E
(23.6x).
These are model outputs — not personalized investment advice.
See all research →
Valuation & Fundamentals
| Metric |
AAPL |
MS |
| Current Price |
$308.63 |
$218.37 |
| Fair Value Estimate |
$325.93 |
$316.64 |
| Upside to Fair Value |
+5.6%
|
+45.0%
|
| Market Cap |
$4,533.0B |
$344.4B |
| Forward P/E |
37.2x
|
23.6x
|
| EV / EBITDA |
28.6x
|
9.8x
|
| Price / Sales |
10.0x
|
2.7x
|
| Price / FCF |
35.1x
|
-327.4x
|
| Revenue Growth YoY |
+16.6%
|
+22.4%
|
| Gross Margin |
47.9%
|
56.6%
|
| Operating Margin |
32.6%
|
28.4%
|
| Return on Equity |
146.7%
|
23.4%
|
| Dividend Yield |
0% |
0% |
| FCF Yield |
2.85%
|
—
|
| Analyst Consensus |
Buy
|
Hold
|
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…
Morgan Stanley is a leading global financial services firm specializing in capital markets, wealth management, and investment banking. The company demonstrates high business quality with a strong return on equity of 23.4% and robust revenue growth of 22.4% in the most recent quarter, alongside impressive earnings growth of 57.7% in the same period. Its gross margin of 56.6% and net margin of 20.2…
Accumulation Zones
| Metric |
AAPL |
MS |
| Zone Low |
$244.45 |
$237.48 |
| Zone High |
$277.04 |
$269.14 |
| In Buy Zone? |
No
|
Yes
|