Chasing Value: Apple -- two rights and one wrong


Well, things played out as I thought and Apple, Inc (NASDAQ: AAPL) closed on Friday August 1, 2008 at a price of $156.66 and opened pennies down today. I will be the first one to admit that a few of my calls have been terrible, but this one was right on target.

Quoting from one of last years posts, "However, I thought Apple might be worth up to $150 and a month later was willing to consider $160 and that is where I stood." So I'm on record pegging the stock between $150 and $160. Having made the call on the money I will now tell the world that a lot of this game is luck, but that is all I thought it was worth.

Why two rights? One of our brighter commentors, Beltway Greg had pegged Apple around $200 a year out and it made the number in December 2007 long before even he thought it might and I gave him credit at the time. I was looking farther out and as the current price evidences I was correct also. But what's wrong with this picture? When I wrote, I tried to figure what I thought the stock was worth as did Greg.

The difference is he simply figured investors would be willing to pay a much higher multiple. For myself, I thought this story may be getting a little long in the tooth and the economy would have a lot of question marks.

Apple's P/E ratio has come down to about 30 which I think is still a tad high but I can live with it. However, Greg is looking for the stock to be $260 this December and there I think he is wrong. I think earnings will slow somewhat, as Apple itself has projected, and this time I do not think it is underplaying market expectations (so that it can then top them by a penny and still win). From my perspective Apple will remain under $200 this year and might add $10 to $15 from here but will not be worth much more.

My colleague Georges Yared was the biggest Apple bull I know last year, and looked smart to place that bet. However, he also got to excited about last year's success and posted that Apple will hit $300 this December, which pushed me to post Kiss of death: GOOG $2,000 & AAPL $300.

Apple is still making good money and the 3G iPhone is selling out. It is still back-ordered at our local AT&T Stores. Perhaps Apple even may introduce some great new products by year's end, in which case all bets are off. But for now I would not look for much more than Apple itself has projected.

UPDATE: Apple closed today at $153.23, down -3.43, (-2.19%)

Sheldon Liber is the CEO of a small private investment company and the principal for design and research at an architecture & planning firm. He writes the columns Chasing Value and Serious Money. Disclosure: I do not own shares of AAPL.

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Last updated: February 13, 2012: 02:36 PM

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