UBS Raises Apple Price Target to $287 Following Supply Chain Checks
- Rating
- Neutral
- Target
- $287
- from $280 (+2%)
- Outcome
- Reached
- on May 6, 2026

What the analyst said
UBS analyst David Vogt raised the firm’s price target on Apple (NASDAQ: AAPL) to $287.00 (from $280.00) while maintaining a Neutral rating.
“Supply chain checks and analysis of sell-through data suggest modest upside to our iPhone ests while demand for the Neo and Mac mini suggests demand at least in-line with our Mac rev forecast.
For ‘Services’, we don’t expect upside to our ~14% revenue growth forecast as strength in payments is offset by muted growth in the App Store (link).
Therefore, for the March qtr we expect slight upside to our $109.0B est (VA Cons $109.3B) driven by slight upside to our iPhone $56.2B est (VA $56.5B).
Furthermore, while demand for the Neo and Mac mini has been strong, our ests already capture the demand.
Finally, given we expect ‘Services’ gross margin of 76.5%, we expect consolidated gross margin of 48.5%, at the mid-point of the 48%-49% guide leading to diluted EPS a few pennies above our $1.94 estimate (VA Cons $1.94).”
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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 $287 target is 20% below the median.
Since the note AAPL has moved +26% (from $268). 12-month window: day 188 of 365, closes on April 28, 2027.
Track record
This call✓ Target reached on May 6, 2026, 8 days after the note.
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.
- July 1, 2026Kept the $296 targetHold$296
- June 26, 2026Kept the $296 targetHold$296
- June 25, 2026Kept the $296 targetHold$296
- June 9, 2026Kept the $296 targetHold$296
- May 1, 2026Target raised from $287 (+3%)Hold$296
- April 28, 2026 This noteTarget raised from $280 (+2%)Hold$287
- April 7, 2026Kept the $280 targetHold$280
- March 26, 2026Earliest call shownHold$280




