In a provocative call to action, Michael Saylor, the executive chairman of Strategy, suggested that Apple should consider buying Bitcoin as part of its stock buyback strategy. Saylor’s comments came in response to Jim Cramer’s recent criticism of Apple’s buyback program, which has seen disappointing results amid the broader market volatility.
Apple’s buyback program, launched in May 2024 with a massive $110 billion allocation, was intended to reduce the number of outstanding shares, thereby increasing value for shareholders. However, despite this substantial investment, Apple’s stock has declined by more than 17% since the beginning of the year. In contrast, Bitcoin has posted a 17% increase over the same period, highlighting a stark discrepancy between the performance of the stock and the cryptocurrency.
Saylor, a prominent Bitcoin advocate, took to social media on June 10 to propose a solution to Apple’s stock buyback issues, tweeting: "Apple should buy Bitcoin." Saylor’s endorsement of Bitcoin as a strategic asset for corporate balance sheets comes as companies worldwide are increasingly recognizing the potential of Bitcoin not only as a store of value but as an asset that can generate outsized returns compared to traditional investments.
“The Apple buyback is not working right now,” Jim Cramer, the host of CNBC's Mad Money, posted on X on June 10. He continued, “The company can leave it to earn a lot or it can take some and integrate. It is not a badge of dishonor. It just isn’t.”
Cramer’s remarks pointed out the poor performance of the buyback strategy, questioning whether the program was achieving its intended goal of benefiting shareholders. Saylor’s response highlights the opportunity for Apple to rethink its approach by diversifying its portfolio with Bitcoin.
Bitcoin vs. Apple Stock: The Investment Performance Comparison
The comparison between Bitcoin and Apple stock over the past year paints a striking picture of the cryptocurrency’s rising dominance. While Apple’s stock has seen a 17% decline in 2025, Bitcoin has experienced a 17% gain.
Over the last five years, the difference is even more profound: Bitcoin has surged over 1,000%, whereas Apple’s shares have increased by 137%. This underperformance in Apple’s stock, particularly when compared to the significant growth of Bitcoin, has led Saylor to suggest that the tech giant could benefit from integrating Bitcoin into its asset base.
Many financial analysts point out that Bitcoin has shown resilience and consistent growth, making it a potential hedge against the volatility of traditional markets. Its decentralized nature, combined with its limited supply and growing adoption, has contributed to its long-term value proposition.
Bitcoin Corporate Adoption Is Gaining Momentum
Saylor’s comments come as Bitcoin adoption by corporations is gaining significant momentum across various industries. Apple, as one of the world’s most influential companies, would follow a growing trend of large corporations integrating Bitcoin into their balance sheets.
On May 28, GameStop, the prominent U.S. video game and consumer electronics retailer, announced its first Bitcoin investment, purchasing 4,710 BTC for approximately $513 million. This move comes after GameStop raised $1.3 billion through convertible notes, marking the company’s official entry into the world of crypto investments.
Similarly, Metaplanet, a Japanese investment company, made headlines when it became the world’s eighth-largest corporate holder of Bitcoin on June 2. Metaplanet's investment in Bitcoin is part of its broader strategy to capitalize on the digital currency’s long-term growth. The firm also announced plans to raise $5.4 billion in capital to expand its Bitcoin holdings.
These developments are part of a broader global trend in which companies are increasingly turning to Bitcoin as an asset class. In Europe, The Blockchain Group, a cryptocurrency firm based in Paris, revealed plans to raise over $340 million for its Bitcoin treasury, further signaling the growing acceptance of Bitcoin as a legitimate financial asset.
Bitcoin ETFs Make a Comeback, Boosting Market Sentiment
The market’s enthusiasm for Bitcoin has also been boosted by the return of spot Bitcoin exchange-traded funds. After a two-day sell-off, Bitcoin ETFs saw a significant recovery, with over $386 million in net inflows on June 9, according to data from Farside Investors.
These developments reflect growing institutional interest in Bitcoin, as investors see ETFs as a more accessible way to gain exposure to Bitcoin without directly purchasing and managing the underlying asset.
The resurgence of Bitcoin ETFs further strengthens the case for Bitcoin adoption among corporate investors. The introduction of Bitcoin ETFs has made it easier for traditional investors, including hedge funds and pension funds, to add Bitcoin to their portfolios.
The involvement of institutional investors could provide the long-term stability and liquidity that Bitcoin needs to gain even more mainstream acceptance.
Apple’s Potential Move into Bitcoin: A Strategic Play
For Apple, incorporating Bitcoin into its balance sheet could provide several benefits. First, it could act as a hedge against inflation, as Bitcoin’s deflationary characteristics could protect the company from the effects of fiat currency devaluation. With a growing demand for Bitcoin as a store of value, Apple could use its large cash reserves to acquire Bitcoin and potentially see significant returns.
Second, Bitcoin could offer portfolio diversification for Apple, which, despite being a tech behemoth, has faced challenges in diversifying its revenue streams. With its exposure to the global economy, Bitcoin could serve as an asset that provides growth outside of traditional tech market fluctuations.
Finally, adopting Bitcoin could strengthen Apple’s position as a leader in technology innovation. As blockchain technology and digital assets become an integral part of the future financial ecosystem, Apple could position itself as a pioneer in this space, similar to how it revolutionized the smartphone industry.
Cryptocurrency’s Growing Role in Corporate Strategy
Apple is not alone in exploring the potential benefits of Bitcoin. Other tech companies, including Tesla, have already made investments in Bitcoin, further demonstrating the growing integration of cryptocurrency into corporate finance strategies.
For Apple, however, the move to acquire Bitcoin could represent more than just a financial investment. It could also be a strategic shift, signaling its recognition of Bitcoin as a valuable asset class that aligns with its innovation-driven brand. By following in the footsteps of companies like Tesla and MicroStrategy, Apple could bolster its standing as a company that is not just tech-savvy but also financially forward-thinking.
While there is no indication that Apple is ready to announce Bitcoin purchases, the growing sentiment in favor of Bitcoin adoption among large corporations suggests that the company may consider taking this route in the near future.
However, there are challenges that Apple would need to consider if it moves forward with this strategy. For one, regulatory uncertainty surrounding cryptocurrency could impact Apple’s ability to fully integrate Bitcoin into its corporate strategy. In the U.S., the regulatory environment surrounding cryptocurrency remains unclear, with the Securities and Exchange Commission still grappling with how to treat digital assets like Bitcoin.
Additionally, Bitcoin’s volatility remains a concern. While it has shown significant growth over the years, Bitcoin’s price fluctuations could create some degree of financial instability for a company like Apple. However, with a well-managed investment strategy, Apple could mitigate these risks.
Michael Saylor’s call for Apple to buy Bitcoin aligns with a growing trend of corporate adoption of cryptocurrency. The benefits of incorporating Bitcoin into Apple’s balance sheet are clear, particularly as the company seeks to diversify its assets and hedge against inflation. With increasing institutional adoption and the rise of Bitcoin ETFs, the timing for Apple to enter the Bitcoin space may never be better.
As other tech giants like Tesla and GameStop have shown, Bitcoin has the potential to be a powerful asset for companies looking to maximize returns and strengthen their financial strategies. Whether or not Apple takes this route, it is clear that Bitcoin’s role in corporate finance is only growing, and other companies may follow suit in the near future.