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UBS flags slower App Store growth but keeps Apple Neutral with $280 target.

Analyst Insights
07 Apr 2026
24/7 Wall Street
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Neutral
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UBS maintains a Neutral rating and $280 price target on Apple shares despite noting a slowdown in App Store growth to 7% in the March quarter, down from 14% previously. The U.S. App Store showed flat growth, raising concerns about momentum in Apple's Services segment, which includes Apple Music, iCloud, and Apple Pay. However, UBS expects overall Services growth to remain steady at about 14.4%, suggesting other service areas are compensating. Long-term investors should consider Apple's large installed base of 2.5 billion active devices and record Services revenue of $30 billion as signs of ongoing strength, while watching for more details in upcoming earnings calls.

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