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 2026-04-22.
Apple Inc. · Technology
$270.23
+68.0% upside to fair value
Grade B
High Quality
VS
Morgan Stanley · Financial Services
$189.30
-30.5% upside to fair value
Grade C
High Quality
QuantHub Verdict
AAPL has more upside to fair value
(+68.0%).
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 |
$270.23 |
$189.30 |
| Fair Value Estimate |
$454.10 |
$131.49 |
| Upside to Fair Value |
+68.0%
|
-30.5%
|
| Market Cap |
$3,971.8B |
$300.6B |
| Forward P/E |
33.8x
|
16.4x
|
| EV / EBITDA |
26.3x
|
24.4x
|
| Price / Sales |
9.1x
|
2.5x
|
| Price / FCF |
32.2x
|
-16.8x
|
| Revenue Growth YoY |
+15.7%
|
+18.8%
|
| Gross Margin |
47.3%
|
58.0%
|
| Operating Margin |
32.4%
|
19.5%
|
| Return on Equity |
159.9%
|
16.7%
|
| Dividend Yield |
0% |
0% |
| FCF Yield |
3.1%
|
—
|
| Analyst Consensus |
Strong Buy
|
Hold
|
Investment Thesis
Apple Inc. is a leading technology company specializing in consumer electronics, software, and services. The business quality is high due to its durable competitive moats including brand strength, network effects, and switching costs, supported by consistent earnings growth and strong operational execution under CEO Tim Cook. The company reported robust revenue growth of 15.7% and earnings growth…
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 |
$340.58 |
$98.62 |
| Zone High |
$385.99 |
$111.77 |
| In Buy Zone? |
Yes
|
No
|