October has historically earned a reputation for market turbulence, with some of the most significant market crashes occurring during this month—the 1929 and 1987 crashes being the most infamous examples. This seasonal market phenomenon, often dubbed the “October Effect,” is linked to increased volatility and sell-offs as investor sentiment becomes more cautious. For tech stocks, which are often traded at high valuations, this period can be particularly sensitive.
However, not all tech companies are affected equally. As the market braces for potential October volatility, Microsoft Corporation (MSFT) appears better positioned than Apple Inc. (AAPL). With its enterprise-driven model and dominance in the growing cloud computing sector, Microsoft has demonstrated resilience in uncertain times. On the other hand, Apple, with its consumer-focused product lines, could be more vulnerable to fluctuations in consumer spending, a key driver of its revenue.
Cloud Computing’s Predictability vs. Consumer Cyclicality
Microsoft’s transformation over the last decade has given it a clear advantage in market volatility, thanks to its cloud computing dominance. In fiscal 2023, Microsoft’s cloud division, anchored by Azure, generated $110 billion in annual revenue, accounting for over 50% of its total sales. This marks a major shift from its earlier reliance on Windows and Office software sales. The company’s Azure platform alone saw a 26% year-over-year increase in revenue in the fourth quarter of 2023, reflecting sustained demand for cloud services from both businesses and government entities. This revenue stream is built on multi-year contracts, providing Microsoft with a predictable cash flow that is less influenced by short-term market movements or consumer sentiment.
Apple, in contrast, relies heavily on consumer product sales, with the iPhone being its crown jewel. In fiscal 2023, Apple reported about $383 billion in revenue, with more than 50%—approximately $200 billion—coming from iPhone sales. Despite the growth of its services division, which contributed 22% of revenue, Apple’s dependency on consumer hardware remains significant. When consumer spending dips, such as during recessions or periods of economic uncertainty, Apple’s revenues can feel the impact more directly.
Moreover, Microsoft’s software business—products like Office 365 and LinkedIn—adds further stability. Its productivity suite generates steady, recurring revenue through subscriptions, appealing to businesses and consumers alike. During economic downturns, businesses are unlikely to cut back on essential services like cloud infrastructure or productivity tools. In comparison, Apple’s high-end product lines, which include iPhones, MacBooks, and wearables, could see demand slow if consumer discretionary spending tightens.
Historical Performance During Downturns
When looking at past instances of market volatility, Microsoft’s stock has shown greater resilience than Apple’s. During the 2020 COVID-19 crash, Microsoft’s shares fell by about 20%, but the stock rebounded quickly due to strong demand for cloud services as businesses shifted to remote work. Apple’s stock, by contrast, initially dropped by nearly 30% before recovering. The key difference lies in the nature of the revenue streams. Microsoft’s enterprise contracts provided a buffer, while Apple’s reliance on consumer spending made it more susceptible to the initial economic shock.
Even in 2022, a year defined by high inflation and aggressive rate hikes, Microsoft outperformed Apple during periods of heightened volatility. Microsoft’s stock fell about 30% from peak to trough, while Apple experienced a steeper decline of approximately 34%. Though both companies rebounded later in the year, the defensive qualities of Microsoft’s business model became apparent in these instances.
How October Volatility May Impact the Two Giants
The October Effect, though historically inconsistent, often signals an uptick in market volatility. This heightened uncertainty could lead to sell-offs, particularly in sectors like technology, where valuations are stretched. While Apple has weathered previous storms admirably, its dependence on high-ticket consumer products makes it more exposed to a potential downturn in consumer sentiment. If fears of economic slowdown or inflation drive down consumer spending, Apple’s hardware sales could suffer. Moreover, the potential delay in launching new products due to supply chain issues, which has affected Apple in recent years, could add to its volatility in October.
On the other hand, Microsoft’s business model is more insulated. Even during periods of market stress, the demand for cloud infrastructure, cybersecurity, and productivity software remains robust. Enterprises are unlikely to cut back on these critical services, providing Microsoft with a layer of stability that few companies can match. With the global cloud market expected to grow at a CAGR of 21.2% from 2024 through 2030, according to Grand View Research, Microsoft’s dominant position in this sector ensures its long-term growth prospects remain intact, even if market turbulence continues.
What Should Investors Do?
For investors eyeing October with caution, Microsoft presents a more defensive investment option. Its diversified revenue streams, particularly its growing cloud division, make it less reliant on short-term consumer trends. Microsoft’s strong cash position and lower exposure to consumer sentiment offer a buffer during times of market volatility, aligning it with investor preferences for safer assets during economic uncertainty.
Apple, while still a powerhouse in the tech world, faces a greater degree of risk if October brings about a downturn. Its consumer-driven model means that any decline in spending could directly impact its revenues. That said, Apple’s services business has been growing steadily, and its robust ecosystem ensures it will remain a strong contender in the long term. However, in the context of short-term market volatility, Microsoft’s enterprise-heavy model makes it a more attractive option for risk-averse investors.
While both Microsoft and Apple are titans of the tech world, the former’s cloud dominance and financial prudence offer greater stability during periods of market uncertainty. Investors seeking a more resilient portfolio amid potential October market volatility might consider increasing their allocation to Microsoft, while those with a higher risk tolerance may still see opportunity in Apple’s long-term innovation potential.
