KeyBanc Sticks to Neutral View on Apple, Citing Solid iPhone Trends But Limited Upside

KeyBanc reiterated its Sector Weight rating on Apple (NASDAQ:AAPL), maintaining a neutral stance despite signs of continued hardware strength, particularly in iPhone sales.

According to May KFLD data cited by the firm, indexed spending fell 1% month-over-month—better than the typical three-year average decline of 2%—and remained up 22% year-over-year, though decelerating from April’s 38% growth. KeyBanc attributes the May performance to a demand pull-forward seen earlier in the spring, with spending levels elevated from a stronger starting point.

The firm believes current trends suggest resilience in Apple’s hardware segment, especially iPhones, and noted that carrier data on upgrade rates and new customer additions reinforces a stable demand environment. As a result, KeyBanc is holding its current estimates but considers them conservative.

Despite this, analysts don't see compelling valuation upside, citing Apple’s forward 2026 EV/EBITDA multiple of ~19.7x—slightly below its three-year average of ~21x—as still expensive in the context of the company’s expected growth.