But what about those people who would like to get in on the Apple play in the future? A few years ago, I had a 250+% ROI on Apple option plays alone, when I was more vigilant about watching the US stock market. Generally I think people who day trade are wasting their time and perhaps even their sanity, and I prefer a more laid back approach to investment by buying at opportune times when it is at the bottom of the trend line and near the end of consolidation, when there are visible signals of an impending uptrend. I don't short Apple or any other stocks in general, because that sets up a negative mindset- hoping a company or stock will fail. (Although as a note, I have shorted commodities before, such as Gold, when it was at its height in 2011 and had a nice short play over a course of weeks when it hit my target and I had a 150+% return). Generally though, I prefer to focus on stocks I like and companies I believe in and only dump my shares when it has peaked or hovering across the top of the trend line. I align myself more with Warren Buffet long-term strategies however, and like to buy and hold; however options has a time limit, so most of my trades were in the realm of 1-3 months long. (For the record though, this is my philosophy, and I'm not an accredited stock broker, so this doesn't constitute as any kind of stock advice, but merely for the purpose of self-education).