AAPL vs. BKNG: A Head-to-Head Stock Comparison

Updated on July 7, 2025

Here’s a clear look at AAPL and BKNG, comparing key factors like historical performance, profitability, financial strength, growth, dividend, and valuation.

Company Overview

AAPL’s market capitalization of 3,189.54 billion USD is substantially larger than BKNG’s 186.03 billion USD, indicating a significant difference in their market valuations.

With betas of 1.21 for AAPL and 1.41 for BKNG, both stocks show similar sensitivity to overall market movements.

Symbol	AAPL	BKNG
Company Name	Apple Inc.	Booking Holdings Inc.
Country	US	US
Sector	Technology	Consumer Cyclical
Industry	Consumer Electronics	Travel Services
CEO	Timothy D. Cook	Glenn D. Fogel
Price	213.55 USD	5,716.8 USD
Market Cap	3,189.54 billion USD	186.03 billion USD
Beta	1.21	1.41
Exchange	NASDAQ	NASDAQ
IPO Date	December 12, 1980	March 31, 1999
ADR	No	No

Historical Performance

This chart compares the performance of AAPL and BKNG by tracking the growth of an initial $10,000 investment in each. Use the tabs to select the desired time period.

Data is adjusted for dividends and splits.

AAPL vs. BKNG: Growth of a $10,000 investment over the past one year.

Profitability

Return on Equity

AAPL

151.31%

Consumer Electronics Industry

Max: 14.30%
Q3: 14.30%
Median: 5.13%
Q1: -15.88%
Min: -27.23%

AAPL’s Return on Equity of 151.31% is exceptionally high, placing it well beyond the typical range for the Consumer Electronics industry. This demonstrates a superior ability to generate profit from shareholder investments, though it could also be inflated by high financial leverage.

BKNG

-120.46%

Travel Services Industry

Max: 73.02%
Q3: 34.55%
Median: 12.42%
Q1: -4.86%
Min: -43.74%

BKNG has a negative Return on Equity of -120.46%. This indicates the company is generating a loss for its shareholders, which can be a result of unprofitability or negative shareholder equity and is often a sign of financial distress.

AAPL vs. BKNG: A comparison of their ROE against their respective Consumer Electronics and Travel Services industry benchmarks.

Return on Invested Capital

AAPL

47.30%

Consumer Electronics Industry

Max: 4.18%
Q3: 4.18%
Median: 4.09%
Q1: -0.34%
Min: -0.34%

AAPL’s Return on Invested Capital of 47.30% is exceptionally high, placing it well beyond the typical range for the Consumer Electronics industry. This demonstrates an outstanding ability to deploy capital efficiently and create significant value.

BKNG

55.06%

Travel Services Industry

Max: 20.68%
Q3: 16.03%
Median: 10.02%
Q1: 6.13%
Min: 3.60%

BKNG’s Return on Invested Capital of 55.06% is exceptionally high, placing it well beyond the typical range for the Travel Services industry. This demonstrates an outstanding ability to deploy capital efficiently and create significant value.

AAPL vs. BKNG: A comparison of their ROIC against their respective Consumer Electronics and Travel Services industry benchmarks.

Net Profit Margin

AAPL

24.30%

Consumer Electronics Industry

Max: 24.30%
Q3: 8.81%
Median: 8.10%
Q1: -4.74%
Min: -7.22%

A Net Profit Margin of 24.30% places AAPL in the upper quartile for the Consumer Electronics industry, signifying strong profitability and more effective cost management than most of its peers.

BKNG

22.58%

Travel Services Industry

Max: 30.84%
Q3: 20.18%
Median: 9.77%
Q1: 7.81%
Min: -5.69%

A Net Profit Margin of 22.58% places BKNG in the upper quartile for the Travel Services industry, signifying strong profitability and more effective cost management than most of its peers.

AAPL vs. BKNG: A comparison of their Net Profit Margin against their respective Consumer Electronics and Travel Services industry benchmarks.

Operating Profit Margin

AAPL

31.81%

Consumer Electronics Industry

Max: 31.81%
Q3: 16.77%
Median: 10.95%
Q1: -0.21%
Min: -4.78%

An Operating Profit Margin of 31.81% places AAPL in the upper quartile for the Consumer Electronics industry. This signals a strong ability to translate revenue into operating profit, outperforming most of its competitors in core business efficiency.

BKNG

32.49%

Travel Services Industry

Max: 32.49%
Q3: 23.05%
Median: 17.29%
Q1: 11.44%
Min: 3.62%

An Operating Profit Margin of 32.49% places BKNG in the upper quartile for the Travel Services industry. This signals a strong ability to translate revenue into operating profit, outperforming most of its competitors in core business efficiency.

AAPL vs. BKNG: A comparison of their Operating Margin against their respective Consumer Electronics and Travel Services industry benchmarks.

Profitability at a Glance

Symbol	AAPL	BKNG
Return on Equity (TTM)	151.31%	-120.46%
Return on Assets (TTM)	29.37%	20.00%
Return on Invested Capital (TTM)	47.30%	55.06%
Net Profit Margin (TTM)	24.30%	22.58%
Operating Profit Margin (TTM)	31.81%	32.49%
Gross Profit Margin (TTM)	46.63%	97.86%

Financial Strength

Current Ratio

AAPL

0.82

Consumer Electronics Industry

Max: 0.82
Q3: 0.82
Median: 0.70
Q1: 0.64
Min: 0.63

AAPL’s Current Ratio of 0.82 aligns with the median group of the Consumer Electronics industry, indicating that its short-term liquidity is in line with its sector peers.

BKNG

1.22

Travel Services Industry

Max: 1.90
Q3: 1.56
Median: 1.16
Q1: 0.68
Min: 0.18

BKNG’s Current Ratio of 1.22 aligns with the median group of the Travel Services industry, indicating that its short-term liquidity is in line with its sector peers.

AAPL vs. BKNG: A comparison of their Current Ratio against their respective Consumer Electronics and Travel Services industry benchmarks.

Debt-to-Equity Ratio

AAPL

1.47

Consumer Electronics Industry

Max: 2.23
Q3: 1.47
Median: 0.80
Q1: 0.51
Min: 0.16

AAPL’s Debt-to-Equity Ratio of 1.47 is typical for the Consumer Electronics industry, indicating its use of leverage is in line with the sector norm. This suggests a balanced approach to its capital structure.

BKNG

-2.70

Travel Services Industry

Max: 2.53
Q3: 2.25
Median: 1.87
Q1: 0.29
Min: 0.20

BKNG has a Debt-to-Equity Ratio of -2.70, which indicates negative shareholder equity where liabilities exceed assets. This is a critical sign of financial distress.

AAPL vs. BKNG: A comparison of their D/E Ratio against their respective Consumer Electronics and Travel Services industry benchmarks.

Interest Coverage Ratio

AAPL

Consumer Electronics Industry

Max: 14.74
Q3: 8.73
Median: 3.32
Q1: -40.43
Min: -114.16

Interest Coverage Ratio data for AAPL is currently unavailable.

BKNG

7.27

Travel Services Industry

Max: 9.48
Q3: 6.06
Median: 3.05
Q1: 2.58
Min: 0.53

BKNG’s Interest Coverage Ratio of 7.27 is in the upper quartile for the Travel Services industry, signifying a strong and healthy capacity to meet its interest payments from operating profits.

AAPL vs. BKNG: A comparison of their Interest Coverage against their respective Consumer Electronics and Travel Services industry benchmarks.

Financial Strength at a Glance

Symbol	AAPL	BKNG
Current Ratio (TTM)	0.82	1.22
Quick Ratio (TTM)	0.78	1.22
Debt-to-Equity Ratio (TTM)	1.47	-2.70
Debt-to-Asset Ratio (TTM)	0.30	0.61
Net Debt-to-EBITDA Ratio (TTM)	0.50	0.10
Interest Coverage Ratio (TTM)	--	7.27

Growth

The following charts compare key year-over-year (YoY) growth metrics for AAPL and BKNG. These metrics are based on the companies’ annual financial reports.

Revenue Growth

AAPL vs. BKNG: A comparison of their annual year-over-year Revenue Growth.

Earnings Per Share (EPS) Growth

AAPL vs. BKNG: A comparison of their annual year-over-year Earnings Per Share (EPS) Growth.

Free Cash Flow Growth

AAPL vs. BKNG: A comparison of their annual year-over-year Free Cash Flow Growth.

Dividend

Dividend Yield

AAPL

0.47%

Consumer Electronics Industry

Max: 1.88%
Q3: 0.53%
Median: 0.50%
Q1: 0.00%
Min: 0.00%

AAPL’s Dividend Yield of 0.47% is consistent with its peers in the Consumer Electronics industry, providing a dividend return that is standard for its sector.

BKNG

0.64%

Travel Services Industry

Max: 4.09%
Q3: 0.54%
Median: 0.00%
Q1: 0.00%
Min: 0.00%

With a Dividend Yield of 0.64%, BKNG offers a more attractive income stream than most of its peers in the Travel Services industry, signaling a strong commitment to shareholder returns.

AAPL vs. BKNG: A comparison of their Dividend Yield against their respective Consumer Electronics and Travel Services industry benchmarks.

Dividend Payout Ratio

AAPL

15.74%

Consumer Electronics Industry

Max: 98.30%
Q3: 15.74%
Median: 10.10%
Q1: 0.00%
Min: 0.00%

AAPL’s Dividend Payout Ratio of 15.74% is within the typical range for the Consumer Electronics industry, suggesting a balanced approach between shareholder payouts and company reinvestment.

BKNG

21.95%

Travel Services Industry

Max: 37.56%
Q3: 4.41%
Median: 0.00%
Q1: 0.00%
Min: 0.00%

BKNG’s Dividend Payout Ratio of 21.95% is in the upper quartile for the Travel Services industry. This indicates a strong commitment to shareholder returns but also suggests that a smaller portion of earnings is retained for reinvestment compared to many peers.

AAPL vs. BKNG: A comparison of their Payout Ratio against their respective Consumer Electronics and Travel Services industry benchmarks.

Dividend at a Glance

Symbol	AAPL	BKNG
Dividend Yield (TTM)	0.47%	0.64%
Dividend Payout Ratio (TTM)	15.74%	21.95%

Valuation

Price-to-Earnings Ratio

AAPL

32.91

Consumer Electronics Industry

Max: 51.71
Q3: 41.35
Median: 30.99
Q1: 25.46
Min: 19.94

AAPL’s P/E Ratio of 32.91 is within the middle range for the Consumer Electronics industry. This suggests its valuation is in line with the sector average, representing neither a significant premium nor a discount compared to its peers.

BKNG

34.52

Travel Services Industry

Max: 43.15
Q3: 34.01
Median: 22.22
Q1: 16.56
Min: 9.02

A P/E Ratio of 34.52 places BKNG in the upper quartile for the Travel Services industry. This high valuation relative to peers suggests the market holds elevated expectations for the company’s future growth.

AAPL vs. BKNG: A comparison of their P/E Ratio against their respective Consumer Electronics and Travel Services industry benchmarks.

Forward P/E to Growth Ratio

AAPL

3.79

Consumer Electronics Industry

Max: 7.16
Q3: 5.62
Median: 3.99
Q1: 2.77
Min: 2.43

The Forward PEG Ratio is often not a primary valuation metric in the Consumer Electronics industry.

BKNG

2.37

Travel Services Industry

Max: 2.37
Q3: 1.61
Median: 1.00
Q1: 0.54
Min: 0.02

BKNG’s Forward PEG Ratio of 2.37 is exceptionally high for the Travel Services industry. This suggests its stock price is very high relative to its expected earnings growth, signaling significant overvaluation risk.

AAPL vs. BKNG: A comparison of their Forward PEG Ratio against their respective Consumer Electronics and Travel Services industry benchmarks.

Price-to-Sales Ratio

AAPL

7.97

Consumer Electronics Industry

Max: 7.50
Q3: 4.17
Median: 1.76
Q1: 0.88
Min: 0.16

With a P/S Ratio of 7.97, AAPL trades at a valuation that eclipses even the highest in the Consumer Electronics industry. This implies the market has priced in exceptionally optimistic scenarios for future revenue growth, posing considerable valuation risk.

BKNG

7.72

Travel Services Industry

Max: 7.69
Q3: 5.64
Median: 2.87
Q1: 0.93
Min: 0.41

With a P/S Ratio of 7.72, BKNG trades at a valuation that eclipses even the highest in the Travel Services industry. This implies the market has priced in exceptionally optimistic scenarios for future revenue growth, posing considerable valuation risk.

AAPL vs. BKNG: A comparison of their P/S Ratio against their respective Consumer Electronics and Travel Services industry benchmarks.

Price-to-Book Ratio

AAPL

47.94

Consumer Electronics Industry

Max: 3.36
Q3: 3.36
Median: 2.83
Q1: 2.78
Min: 2.78

At 47.94, AAPL’s P/B Ratio is at an extreme premium to the Consumer Electronics industry. This signifies that the market’s valuation is heavily reliant on future potential rather than its current net asset value, which can be a high-risk proposition.

BKNG

-30.72

Travel Services Industry

Max: 10.52
Q3: 10.49
Median: 9.35
Q1: 4.57
Min: 1.91

The P/B Ratio is often not a primary valuation metric for the Travel Services industry.

AAPL vs. BKNG: A comparison of their P/B Ratio against their respective Consumer Electronics and Travel Services industry benchmarks.

Valuation at a Glance

Symbol	AAPL	BKNG
Price-to-Earnings Ratio (P/E, TTM)	32.91	34.52
Forward PEG Ratio (TTM)	3.79	2.37
Price-to-Sales Ratio (P/S, TTM)	7.97	7.72
Price-to-Book Ratio (P/B, TTM)	47.94	-30.72
Price-to-Free Cash Flow Ratio (P/FCF, TTM)	32.39	21.93
EV-to-EBITDA (TTM)	23.47	21.05
EV-to-Sales (TTM)	8.14	7.76