Shares of Apple Inc, as of today, are more valuable then any time in the history of the company.

Many of you know that I have been (and remain) a satisfied Apple investor for 15+ years. I am not a blind fanboy; I simply believe in the brand benefit, the rare air it shares and it’s literal connection to users like myself. As long as that’s consistently delivered upon, I stand firm.

So today I’d like to take a moment to give the middle finger to The New York Times, Business Insider, The Motley Fool, WSJ, Financial Times, Mad Money, Bloomberg, MarketWatch, CNBC, all their promoted bloggers (whose opinions they are conveniently “not responsible for”), and most importantly, the analysts (who after 20 years still do not get this brand) doom & gloom speeches we all have had to endure. Their collective sludge, which consumers believe because they trust these media brands, hurts investors by creating fake uncertainty via phony headlines and ultimately forcing volatility in stocks that otherwise would have smoother sailing. I have called them out almost daily. But it’s like herding cats. Their is no end to the unsubstantiated claims these media outlets will provide in the name of bringing you the “information needed to invest wisely”. Instead they create false truths by beating a dead horse on a daily basis until real facts are forgotten.

A great, common example of this is the now standard headline statement “Apple misses Wall Street’s estimates”. Entire articles are written to suggest that the company has failed or at least fallen short of its own guidance:

But these headlines, like countless others, fail to mention that Apple’s numbers almost always beat it’s own quarterly goals it expects for that period (in the above case Apple claimed it would hit $52B, delivered $54B, and yet was called a “miss”!). Analysts increase these estimates based on their own POV, and then blame Apple when they “miss” numbers they didn’t create! Unbelievable. And I won’t even get into the fact that Apple’s net sales/profit has increased (almost) every year since 2003:

Or that Apple earns more money than some small nations. If the iPhone alone were it’s own company it would be bigger than McDonald’s and Coca-Cola combined.—How-would-they-size-up_id58675

Today AAPL shares hit their all time high — a goal that at one point in the last 2 years every publication listed above (and countless others) dog piled to claim may never happen.

But the analysts are relentless. If you say someone will trip and fall everyday, eventually, one day you’ll be right (despite having no integrity for all the days where you were wrong). Maybe on that fateful day Apple’s market share will deteriorate and relegate them to niche brand status (which apparently all analysts see as failure). I guess we’ll have to follow their advice and dump all our shares. I mean, how awful to be a niche brand… like poor Porsche, Rolex, Mont Blanc, Waldorf Astoria, Gucci, McIntosh, GoPro, SubZero, Wally Yachts, Sirius Radio, Sonos, and countless other brands who don’t need market leading status to affirm their category defining efforts.

Apple is a success story. And it continues to be despite some wavering. Few brands live up to such inspiring goals… goals that impact our lives in some small pleasureable way. I can not/will not say you should invest because I simply know nothing. I have no advice for you. I don’t know what tomorrow will bring. And I don’t know what Apple has planned.

But I do know bullshit when I hear it. Do your own research, follow companies you love and don’t eat the bullshit.


Victor Mazzeo has been an Apple investor since 1999, enjoyed 1000%+ returns and hates bullshit. Follow him on Twitter: @victormazzeo

A fleeting storm darkens #DitchPlains in #Montauk. (at Ditch Plains Beach)

3 year old Henri was no match for my formidable skills. #pingpong (at Ruschmeyer’s)

18 years old. Blind. Deaf. 2 teeth. Enjoying the salt air. #chihuahua (at Lido Deck)

Marinated #Shishito peppers outside on a picnic table with fresh salt air. Delish. (at Ruschmeyer’s)

The angry sea. #Montauk (at Ditch Plains Beach)

From sea to line to boat to plate in 4 hours. Fresh #Porgy. Kudos to the prolific fisherman @cocobijoux1 (at Ditch Plains Beach)

I’m at least a year away from another bike, but my next ride might be this blacked out #R6. Or the liter #Ducati.

A Saturday stroll down #Broadway in #GreenwichVillage. (at New York University)

While doing one of my fav things today: an aimless walkabout in Greenwich Village, I sat for a moment on a Washington Square Park bench. Live jazz was being performed. Ice cream was being vended. A baby was crying. Girls were laughing. The sun was shining. It was a perfect day. And for the 1st time in my life, I felt old.

It’s time for a change.

There are precious few things in this world that are worth their price. A slice of NYC #pizza is one. (at Karavas Pizza)

Maya and a tennis ball doing what #greyhounds do best. #Catskills (at Emerson Resort And Spa)

A most delicious frosty malt beverage outside on a sunny Friday afternoon at an old fav haunt I have endorsed for 25+ years. (at The Empire Diner in New York City)

Eastern hospitality. #TheJane (at The Jane)

We have a roof people. That’s something. #Catskills #50mileview