it's really not clear to me what the appeal of apple is to investors.

they make overpriced trash with minimal market share. even the iphone is at around 15%. the profit levels for the company are a result of an absurd markup, rather than strong sales - it's not that they sell a lot of stuff, it's that they repeatedly badly rip off a small, if loyal, customer base. there's really no rational basis for their share price.

there's a theory to look at: that those commercials ten years ago (and the ones 35 years ago.) were more effective at selling stock options than they were at selling products.  how true this is is a question of scale; the stock price is badly inflated.

this is important because the dow is massively skewed by the price of apple stock, and it is going to be in for a nasty tumble whenever people come to their senses about the long term viability of the company.