August 2, 2018
The First Trillion: Apple's Milestone
The milestone is the trillion, and the trillion is the number: the 1,000,000,000,000 dollars of market value that Apple crossed on August 2, the first American company to reach the mark, the round number that the market had chased for months. The milestone is the August 2018 story: the earnings that beat on July 31, the 53.3 billion dollars of revenue, the stock that rose past 207, the valuation that finally arrived. The first trillion is the summer story, and the story is the lesson: the ecosystem that compounds, the pricing power that protects the margin, the business model that the market now prices at a trillion, the line that was crossed in the middle of the trading day, the figure that no American company had ever reached before.
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