UBS Apple · AAPL

UBS Reiterates Neutral Rating on Apple, $280 Price Target

Analyst: David Vogt 1 min read Reproduced verbatim
Rating
Neutral
Unchanged
Target
$280
Unchanged
Outcome
Reached
on May 1, 2026
UBS and Apple logos

What the analyst said

UBS analyst David Vogt reiterated a Neutral rating and $280.00 price target on Apple (NASDAQ: AAPL).

“Our analysis of App Store data (Source: Sensor Tower) indicates reported growth came in at ~7% in the Mar-26 quarter, weighed down by flattish growth in the US in our view.

While the Mar-26 quarter’s growth was up ~80 bps QoQ, we note the comp was ~180 bps easier.

On a FXN basis, the App Store grew ~5% in the Mar-26 quarter, consistent with the Dec-25 quarter, as FX was a tailwind.

Looking ahead, the comp for the June-26 quarter is ~12%, basically unchanged QoQ as comps do not begin to ease until the Sept-26 quarter’s ~10%.”

Disclaimer
The price target and rating on this page are the opinion of the issuing research firm and its analyst, not of Price Target. This page is published for informational purposes only and is not investment advice, a recommendation, or an offer to buy or sell any security. Past performance does not guarantee future results. Consider your own circumstances and consult a licensed financial adviser before making investment decisions.

This research note is reproduced verbatim from the issuing firm. Price Target never edits, paraphrases or alters analysts’ words — we only republish them in one place.

Where the price stands

AAPL trades at $338. The 16 analysts who set a target in the last 3 months range from $250 to $400, with a median of $358. This $280 target is 22% below the median.

Since the note AAPL has moved +31% (from $259). 12-month window: day 209 of 365, closes on April 7, 2027.

Track record

This call✓ Target reached on May 1, 2026, 36 days after the note. Same target as this firm’s March 26, 2026 note, so it is scored there.

Firm track recordUBS: 81% of its 52 targets at least a year old were reached within 12 months (#10 of 26 firms). Accuracy ranking →

UBS on Apple

UBS price targets on Apple

8 calls from March 26, 2026 to July 1, 2026. The target went from $280 to $296 (+6%). The rating stayed Hold.

UBS targetAAPL share price
  1. July 1, 2026Kept the $296 targetHold$296
  2. June 26, 2026Kept the $296 targetHold$296
  3. June 25, 2026Kept the $296 targetHold$296
  4. June 9, 2026Kept the $296 targetHold$296
  5. May 1, 2026Target raised from $287 (+3%)Hold$296
  6. April 28, 2026Target raised from $280 (+2%)Hold$287
  7. April 7, 2026 This noteKept the $280 targetHold$280
  8. March 26, 2026Earliest call shownHold$280
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Other analysts on Apple

BernsteinBuy Kept rating and price target Oct 29 $370maintained EvercoreBuy Kept rating and price target Oct 27 $380maintained Loop CapitalHold Downgraded, cut price target −11% Oct 20 $330from $370 KeyBancSell Kept rating and price target Oct 19 $250maintained JP MorganBuy Kept rating and price target Oct 19 $360maintained
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Price Target is an archive of Wall Street analyst research, published for informational purposes only. Nothing on this site is investment advice, a recommendation, or an offer to buy or sell any security. Analyst ratings and price targets are the opinions of the issuing firms, not of Price Target. Always do your own research or consult a licensed financial adviser.