Apple plans smart-home push as Morgan Stanley cuts target for Apple stock

Published on 10/13/2026 at 11:33 | Editorial responsibility: Rafael Müller, Editor-in-Chief AD HOC NEWS

Apple's June-quarter revenue rose 16.00 percent to USD 109.40 billion. Apple stock was EUR 306.23 on October 13, 2026 versus EUR 304.20 Xetra close.

Key points in brief

Apple's planned October 13 smart-home event puts a new product category beside its core device business.
Morgan Stanley kept an Overweight rating but cut its Apple target from USD 360.00 to USD 355.00 on October 7, 2026.
Apple stock was EUR 306.23 at Lang & Schwarz on October 13, 2026, plus 0.67 percent versus the EUR 304.20 Xetra close.
Apple reported June-quarter revenue of USD 109.40 billion, up 16.00 percent year over year, while net income reached USD 29.80 billion.

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Apple (ISIN US0378331005) was trading at EUR 306.23 at Lang & Schwarz on October 13, 2026 at 11:30 a.m. CEST, 0.67 percent above the Xetra close of October 12, 2026 at EUR 304.20. The company is preparing a smart-home push for October 13, while Morgan Stanley cut its Apple price target from USD 360.00 to USD 355.00 on October 7, 2026.

Three dates frame the product push

On July 30, 2026, Apple reported June-quarter revenue of USD 109.40 billion, up 16.00 percent year over year, according to Yahoo Finance. On October 7, 2026, MarketBeat reported that Morgan Stanley retained its Overweight rating but lowered the target from USD 360.00 to USD 355.00. On October 13, 2026, Apple's scheduled smart-home event puts the product strategy under immediate scrutiny.

What does the event test?

Apple described the event as Welcome home in an October 8, 2026 newsroom post. Reuters reported on September 30, 2026 that the planned lineup includes a smart-home hub code-named J490, an updated HomePod mini and a new Apple TV set-top box.

The strategic test is broader than a single launch. Apple's June quarter included USD 54.30 billion of iPhone revenue, up 22.00 percent year over year, while Services revenue reached USD 30.70 billion, up 12.00 percent, according to Yahoo Finance. A successful home platform could extend that installed-base strategy, but Morgan Stanley's target cut shows that higher memory costs and softer pricing remain material profit questions.

When are the next results?

Apple's next fiscal fourth-quarter results are scheduled for November 2, 2026, according to Apple Magazine. Management's prior outlook called for September-quarter revenue growth of 9.00 percent to 11.00 percent and gross margin of 47.00 percent to 48.00 percent, with supply constraints affecting iPhone, Mac and iPad.

Price holds above Xetra close

Apple stock was trading at EUR 306.23 at Lang & Schwarz on October 13, 2026 at 11:30 a.m. CEST, versus the Xetra close of October 12, 2026 at EUR 304.20. The primary listing is Nasdaq in USD; the latest structured quote showed a USD 5,007.9 billion market capitalization and a USD 243.42 to USD 345.34 52-week range as of October 12, 2026. The further course of trading is shown by the continuously updated real-time quote of Apple stock.