UBS Reaffirms Neutral on Apple, $296 Price Target
- Rating
- Neutral
- Unchanged
- Target
- $296
- Unchanged
- Outcome
- Reached
- on July 2, 2026

What the analyst said
UBS analyst David Vogt reiterated a Neutral rating and $296 price target on Apple (NASDAQ: AAPL).
“Against a challenging supply chain/component backdrop, channel checks point to June iPhone and total company rev tracking in-line with our forecast of 20% and 15% YoY growth respectively as we est iPhone took share in the qtr.
Checks also indicate Macs took share driven by the ‘Neo’ but mix to lower ASPs should cap rev upside in our view.
Finally, our analysis suggests ‘Services’ rev should grow ~13% on a FX neutral basis with limited upside owing to headwinds in the App Store (link) and Google search related rev.
Therefore, we expect: Total rev to track to our $107.8B est (VA Cons $108.1B) w/ limited upside. iPhone rev to track our $53.3B est (VA Cons $53.1B).
Diluted EPS of $1.84 (VA Cons $1.87) with potentially a few pennies of upside if OpEx comes in at the low-end of the guide or ~$18.8B vs our ~$19.0B est.”
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Where the price stands
AAPL trades at $345. The 16 analysts who set a target in the last 3 months range from $250 to $400, with a median of $358. This $296 target is 17% below the median.
Since the note AAPL has moved +5% (from $328). 12-month window: day 108 of 365, closes on July 16, 2027.
Track record
This call✓ Target reached on July 2, 2026, 1 day after the note. Same target as this firm’s July 1, 2026 note, so it is scored there.
Firm track recordUBS: 88% of its 41 targets at least a year old were reached within 12 months (#7 of 21 firms). Accuracy ranking →
UBS on Apple
UBS price targets on Apple
8 calls from May 1, 2026 to September 10, 2026. The target stayed at $296. The rating stayed Hold.
- September 10, 2026Kept the $296 targetHold$296
- July 31, 2026Kept the $296 targetHold$296
- July 16, 2026 This noteKept the $296 targetHold$296
- 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, 2026Earliest call shownHold$296




