Billion Reasons (and Counting) Why Investors Love Apple Stock

Apple’s capital returns and profitability are again in focus as the stock’s buyback engine is framed as a key reason investors favor AAPL. The company reported a 26.6% net income margin for fiscal 2026’s second quarter ended March 28, citing pricing power and brand loyalty as drivers. Apple has repurchased $851 billion in shares since it began its capital returns program in 2012, and the scale is described as exceeding the market caps of all but 18 public companies. On April 30, Apple added $100 billion to capacity for further buybacks, building on $64 billion remaining authorization. The article notes diluted EPS rose at a 15.5% compound rate over the past decade while diluted shares outstanding fell about 33%, alongside a 1,140% stock gain over 10 years.