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 2026-09-24.
Apple Inc. · Technology
$337.02
+9.9% upside to fair value
Med Conviction
Grade B
High Quality
VS
Morgan Stanley · Financial Services
$206.27
+15.9% upside to fair value
Med Conviction
Grade C
QuantHub Verdict
MS has more upside to fair value
(+15.9%).
These are model outputs — not personalized investment advice.
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Valuation & Fundamentals
| Metric |
AAPL |
MS |
| Current Price |
$337.02 |
$206.27 |
| Fair Value Estimate |
$370.54 |
$239.00 |
| Upside to Fair Value |
+9.9%
|
+15.9%
|
| Market Cap |
$4,949.9B |
$325.4B |
| Forward P/E |
—
|
—
|
| EV / EBITDA |
29.6x
|
23.5x
|
| Price / Sales |
10.6x
|
2.6x
|
| Price / FCF |
36.2x
|
—
|
| Revenue Growth YoY |
+16.4%
|
+22.4%
|
| Gross Margin |
48.7%
|
59.7%
|
| Operating Margin |
33.2%
|
20.7%
|
| Return on Equity |
137.2%
|
18.1%
|
| Dividend Yield |
0.31% |
2.01% |
| FCF Yield |
2.76%
|
—
|
| Analyst Consensus |
Buy
|
Hold
|
Investment Thesis
Apple Inc. is a global consumer-electronics and services platform whose hardware lineup (iPhone, Mac, iPad, wearables) and digital ecosystem (App Store, Apple Music, iCloud, Apple Pay, advertising) generated $31.78 of revenue per share and $9.30 of free cash flow per share on a trailing basis, with TTM gross margin of 48.7%, operating margin of 33.2%, net margin of 27.6%, and ROE of 137.2%. Busin…
Morgan Stanley is a diversified capital-markets and wealth-management franchise spanning institutional securities, advisor-led and self-directed wealth, workplace services, and investment management. Business quality is solid but inherently cyclical: it combines $8.084 trillion of wealth client assets and $2.004 trillion of investment-management AUM/AUS with a strengthening 15.5% institutional pe…
Accumulation Zones
| Metric |
AAPL |
MS |
| Zone Low |
$277.91 |
$179.25 |
| Zone High |
$314.96 |
$203.15 |
| In Buy Zone? |
No
|
No
|