• Business Week, Thursday, June 7, 2007 10:45 AM

Apple, Inc.'s market capitalization recently passed $100 billion for the first time in its 27-year history; it's stock doubled in the last year to $122 per share. Apple's share price -- like Google's -- trades highly on emotion, as in how investors' rate the company's product innovations and their capacity for success.

Apple shares have boomed in the days since Steve Jobs and co. announced the Apple iPhone, the company's first cellular phone product, set to be released on June 29. Apple's most recent release, the Web-synced set-top box Apple TV, has so far been perceived as a flop, which is OK, but the iPhone, seens as a multipurpose media inevitablity, needs to be a hit.

Who better to make that happen than Apple, with the demonstrated success of its iPod video and music player? The potential market is huge: $10 billion in just a few years. That's precisely what has many analysts calling for Apple shares at upward of $160.

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