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The hot Apple time machine

Apple Announces Digital Textbooks Service At Guggenheim

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Apple's new iBooks 2 app is demonstrated for the media on an iPad at an event in the Guggenheim Museum, January 19, 2012 in New York City.

We've all done it. Lamented the fact that we didn't load up on Apple stock back in the day, when it was trading at $10 or $15 a share and and the company, with Steve Jobs in exile, was fumbling toward bankruptcy. 

What a difference a decade makes. Apple is now either the most valuable company in the world or among the most valuable, depending on what the stock market is doing on a given day. Fifteen bucks a share to $533. Zowie!

Oh, how easy it is to set the investment time machine to 1999 and say that you would have bought AAPL instead of sinking your dough blindly into a 401(k) or chasing a dot.com "superstar," post-IPO.

At USA Today, Matt Krantz throws some cold water on that nostalgia trip. Should you consider Apple, which has risen nearly 5,000 percent since 1999, the big beating heart of a current retirement plan? Nope:

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