When the entire stock market was on sale during the worst of the recession and crash, I considered buying both AAPL and GOOG. I bought a few shares of GOOG, and opted not to buy AAPL, at all. I have ethical issues with AAPL, as well, so that probably also had an impact on my decision. I would have done very well on AAPL, but I've done well on GOOG, as well. Looks like AAPL might have been a slightly better investment...but I'd have to do math to be sure. And, I agree with you and think that GOOG will come out on top in the end.