I guess they just want to keep their share price "
Post# of 41413
Much easier to sell shares to a much larger group of your actual customers when the shares sell for about $12 per share vs $90 per share.
By making a share more "affordable", they will enable a much larger group of individuals to own AAPL. That will probably create a lot more stability in the stock price in the future......whereby you won't see dramatic swings one way or the other............