Since July 2025, retail investors have sold a net $4 billion of Apple shares, making it the only member of the Magnificent Seven to see cumulative outflows over that period. Data from J.P. Morgan Equity Strategy show that while Apple experienced this sustained retail selling, its peers—most notably Nvidia and Tesla—attracted $15 billion and $6 billion in net retail inflows, respectively. The trend accelerated as market volatility rose in late 2025 and early 2026, underscoring shifting investor preferences toward high-beta, AI-linked names and away from Apple, which is facing concerns over slower revenue growth and limited near-term AI monetization.

In the third quarter of 2025, Bender Robert & Associates reduced its Apple position by 2.5%, selling 7,593 shares and ending the period with 291,005 shares—representing 16.0% of its portfolio valued at approximately $74.1 million. City Holding Co. trimmed its holding by 5.4%, selling 5,642 shares to leave 99,754 shares on its books, making Apple its fourth-largest position at 3.2% of assets. Meanwhile, several smaller managers—including Nexus Investment Management and LSV Asset Management—initiated new stakes valued between $53,000 and $65,000, reflecting continued institutional interest at various portfolio scales.

Among research firms covering Apple, one analyst has a Strong Buy rating, twenty assign Buy, twelve Hold, and one Sell, yielding a consensus of Moderate Buy. Price targets issued over the past three months cluster around $281.70 on average. Notable upgrades include Loop Capital’s reiteration of a Buy with an increased target of $325 and Wedbush’s Outperform rating with a $350 target. These endorsements underscore expectations for robust iPhone demand—particularly for the upcoming iPhone 17 lineup—and continued expansion of high-margin Services revenue, even as analysts flag potential margin headwinds from rising component costs and geopolitical trade tensions.

Bloomberg’s Mark Gurman reports that Apple plans to unveil a next-generation Siri powered by Google’s Gemini AI models in February 2026, offering contextual task completion using personal and on-screen data, followed by a more conversational AI upgrade at the June Worldwide Developers Conference. This AI partnership represents Apple’s strategic pivot after internal leadership changes and signals a renewed focus on embedding advanced language models across its ecosystem. Investors will watch closely for demonstration of these new features and any guidance on AI-driven revenue contributions during Apple’s fiscal first-quarter earnings release at the end of January.