You should invest in apple as long as they keep beating their estimates, but you won't gain nearly the bang for the buck as small companies, which can multiply 10x.
What has hurt Apple lately...
1. Steve Jobs taking his medical leave
2. Apple acting like they didn't know about their products' problems
3. This negative press over the spying data
But I was happy with my 40% gain with one of the biggest companies in the world in just an 8 month period. :-)
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