Apple Inc. (AAPL) vs Booking Holdings Inc. (BKNG)
BKNG leads on 12 of 16 compared metrics.
A side-by-side comparison of Apple Inc. and Booking Holdings Inc. across valuation, profitability, dividends, and growth — built entirely from reported fundamentals, as of June 14, 2026. The ● marks the stronger figure on each row (cheaper multiple, higher margin/return).
Not enough overlapping price history to compare AAPL and BKNG.
AAPL vs BKNG: by the numbers
- •AAPL is the larger company ($4.28T vs $127.81B market cap).
- •BKNG trades at the lower earnings multiple (21.75 vs 35.20 P/E).
- •AAPL converts more revenue to profit (27.15% vs 22.23% net margin).
- •BKNG grew revenue faster over the past five years (37.43% vs 6.76% CAGR).
- •BKNG pays the higher dividend yield (0.97% vs 0.36%).
Which is better, AAPL or BKNG?
Metric tally: AAPL 4 · BKNG 12It depends on what you're optimizing for:
ValueBKNG(lower P/E)
GrowthBKNG(faster 5Y revenue CAGR)
IncomeBKNG(higher dividend yield)
QualityAAPL(higher ROIC)
Valuation
| Metric | AAPL | BKNG |
|---|---|---|
| P/E ratio | 35.20 | 21.75● |
| Forward P/E | 30.21 | 13.38● |
| P/S ratio | 9.52 | 4.73● |
| P/B ratio | 40.37 | — |
| PEG ratio | 1.51 | 0.14● |
| EV / EBITDA | 27.12 | 14.07● |
| FCF yield | 3.00% | 6.90%● |
Profitability
| Metric | AAPL | BKNG |
|---|---|---|
| Gross margin | 47.86% | 100.00%● |
| Operating margin | 32.64% | 34.28%● |
| Net margin | 27.15%● | 22.23% |
| ROE | 115.10%● | -96.88% |
| ROIC | 51.97%● | 50.82% |
Dividends
| Metric | AAPL | BKNG |
|---|---|---|
| Dividend yield | 0.36% | 0.97%● |
| Payout ratio | 14.02% | 24.14% |
Growth (annualized)
| Metric | AAPL | BKNG |
|---|---|---|
| Revenue CAGR (5Y) | 6.76% | 37.43%● |
| EPS CAGR (5Y) | 17.73% | 158.62%● |
| FCF CAGR (5Y) | 7.38% | 39.83%● |
| Total return CAGR (5Y) | 18.58%● | 12.81% |
Frequently asked
- Which is better, AAPL or BKNG?
- It depends on your goal. value: BKNG (lower P/E); growth: BKNG (faster 5Y revenue CAGR); income: BKNG (higher dividend yield); quality: AAPL (higher ROIC). Across all compared metrics, BKNG leads 12 to 4.
- Is AAPL or BKNG cheaper?
- On trailing earnings, BKNG is cheaper: AAPL trades at a 35.20 P/E and BKNG at 21.75.
- Which has grown faster, AAPL or BKNG?
- Over the past five years, BKNG grew revenue faster — AAPL at a 6.76% CAGR versus BKNG at 37.43%.
- Does AAPL or BKNG pay a bigger dividend?
- AAPL yields 0.36% and BKNG yields 0.97% based on trailing dividends and the latest price.
- Is AAPL or BKNG more profitable?
- AAPL runs the higher net margin — AAPL at 27.15% versus BKNG at 22.23%.
- Which has been the better investment, AAPL or BKNG?
- Over the past 10-year, AAPL delivered the higher annualized total return — AAPL at 29.17% versus BKNG at 12.30%. Past performance doesn't predict future results.
Go deeper
Dig into the metrics
Apple P/E ratioBooking P/E ratioApple dividend yieldBooking dividend yieldApple ROEBooking ROEApple operating marginBooking operating marginApple revenue growthBooking revenue growthApple free cash flowBooking free cash flow
Apple & Booking appear in these rankings
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Figures are sourced from reported fundamentals and the latest end-of-day price. This comparison is informational only and is not investment advice. Past performance does not predict future results. See our methodology. Compiled by TGMCharts Research · data verified June 14, 2026.