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 2026-05-13.
Apple Inc. · Technology
$294.80
-9.3% upside to fair value
Grade B-
High Quality
VS
Morgan Stanley · Financial Services
$189.30
+45.0% upside to fair value
Grade C
High Quality
QuantHub Verdict
MS has more upside to fair value
(+45.0%).
MS trades at a lower forward P/E
(16.4x).
These are model outputs — not personalized investment advice.
See all research →
Valuation & Fundamentals
| Metric |
AAPL |
MS |
| Current Price |
$294.80 |
$189.30 |
| Fair Value Estimate |
$267.40 |
$274.49 |
| Upside to Fair Value |
-9.3%
|
+45.0%
|
| Market Cap |
$4,329.8B |
$300.6B |
| Forward P/E |
35.4x
|
16.4x
|
| EV / EBITDA |
27.3x
|
24.4x
|
| Price / Sales |
9.6x
|
2.5x
|
| Price / FCF |
33.5x
|
-16.8x
|
| Revenue Growth YoY |
+16.6%
|
+18.8%
|
| Gross Margin |
47.9%
|
58.0%
|
| Operating Margin |
32.6%
|
19.5%
|
| Return on Equity |
146.7%
|
16.7%
|
| Dividend Yield |
0.34% |
0% |
| FCF Yield |
2.98%
|
—
|
| Analyst Consensus |
Buy
|
Hold
|
Investment Thesis
Apple Inc. is the world's most valuable consumer technology company, anchored by the iPhone franchise and a roughly $100 billion annual Services business that compounds at a low-to-mid teens rate on an installed base of approximately 2.5 billion active devices. Fiscal Q2 2026 results reported on April 30 showed revenue of $111.2 billion (+16.6% YoY) and EPS of $2.02 (+22.4% YoY), driven by a cont…
Morgan Stanley is a leading global financial services firm operating in Institutional Securities, Wealth Management, and Investment Management. The company benefits from a durable competitive moat supported by its systemically important status, diversified revenue streams, and strong management with a 36-year veteran CEO. Despite solid fundamentals including 14.2% revenue growth in 2025 and 16.7%…
Accumulation Zones
| Metric |
AAPL |
MS |
| Zone Low |
$200.50 |
$205.87 |
| Zone High |
$227.30 |
$233.32 |
| In Buy Zone? |
No
|
Yes
|