With a New iPhone Coming, Here’s What $10,000 in Apple Since the First One Is Worth

By Trey Thoelcke Published Aug 11, 7:15AM EDT

Quick Read

A $10,000 bet on AAPL at the first iPhone launch in 2007 has grown to $844,546, crushing the S&P 500's $51,388 return.
Apple's nine consecutive earnings beats and $100 billion buyback authorization support the bull case, but a near-35 P/E resets return expectations.
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With a New iPhone Coming, Here’s What $10,000 in Apple Since the First One Is Worth — © 24/7 Wall St.

Speculation is building around the widely anticipated next Apple (NASDAQ:AAPL | AAPL Price Prediction) iPhone launch, expected as soon as next month. Leakers, supply-chain trackers, and analysts have spent weeks debating rumored designs, camera upgrades, and pricing tiers, though Apple has not officially confirmed an event or product lineup. It’s a familiar rhythm for the world’s largest company, and a good moment to look back at how those launches have compounded for long-term shareholders.

From One Device to a $4.5 Trillion Empire

Apple released the very first iPhone on June 29, 2007. Since then, the business has transformed from a hardware story into a services-heavy compounder. Services alone generated $30.74 billion in revenue in the June 2026 quarter, and the installed base crossed 2.5 billion active devices earlier this year. Tim Cook’s team has pursued aggressive capital returns, including a fresh $100 billion buyback authorization and a 4% dividend hike to $0.27 per share announced this spring.

The iPhone 17 cycle, launched in September 2025, delivered a supercycle-style response. Apple has now posted nine consecutive earnings beats, capped by a June-quarter record of $109.42 billion in revenue, up 16.4% year over year. Four stock splits since going public (including the 4-for-1 in August 2020 and 7-for-1 in June 2014) kept the share price accessible along the way.

What $10,000 in Apple Became

Here’s the split-adjusted, price-return picture for a $10,000 investment in Apple versus the same amount in the S&P 500, measured through August 10, 2026.

Period	Current Value	S&P 500
Since First iPhone	$844,546 (8,345.5%)	$51,388 (413.9%)
10-Year	$124,616 (1,146.2%)	$35,385 (253.9%)
5-Year	$21,666 (116.7%)	$17,419 (74.2%)
1-Year	$13,506 (35.1%)	$12,132 (21.3%)
Year to Date	$11,370 (13.7%)	$11,336 (13.4%)

Apple has beaten the S&P 500 at every horizon shown, though the gap narrows sharply the closer you get to today. Holding through the 2018 correction, the 2020 pandemic panic, and the 2022 tech drawdown was the real challenge. Timing mattered, but the conviction to hold through downturns mattered more.

Putting $10,000 in Apple Today?

The bull case rests on the expected iPhone refresh reigniting the hardware upgrade cycle and Services continuing to grow at a mid-teens rate, supported by ongoing buybacks. Apple’s strategy of converting product launches into free cash flow, then returning that capital to shareholders, is one of the most durable in mega-cap tech.

The bear case centers on valuation. At a trailing P/E near 35 and a $4.5 trillion market cap, the law of large numbers presents a real ceiling on growth, and any stumble in the iPhone cycle or China demand would hit hard. Apple looks like a durable compounder at these levels, though return expectations should be reset to reflect its sheer size.

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About the Author Trey Thoelcke →

Trey has been an editor and author at 24/7 Wall St. for more than a decade, where he has published thousands of articles analyzing corporate earnings, dividend stocks, short interest, insider buying, private equity, and market trends. His comprehensive coverage spans the full spectrum of financial markets, from blue-chip stalwarts to emerging growth companies.

Beyond 24/7 Wall St., Trey has created and edited financial content for Benzinga and AOL's BloggingStocks, contributing additional hundreds of articles to the investment community. He previously oversaw the 24/7 Climate Insights site, managing editorial operations and content strategy, and currently oversees and creates content for My Investing News.

Trey's editorial expertise extends across multiple publishing environments. He served as production editor at Dearborn Financial Publishing and development editor at Kaplan, where he helped shape financial education materials. Earlier in his career, he worked as a writer-producer at SVE. His freelance editing portfolio includes work for prestigious clients such as Sage Publications, Rand McNally, the Institute for Supply Management, the American Library Association, Eggplant Literary Productions, and Spiegel.

Outside of financial journalism, Trey writes fiction and has been an active member of the writing community for years, overseeing a long-running critique group and moderating workshop sessions at regional conventions. He lives with his family in an old house in the Midwest.