Dear Towerpoint,

One trillion dollars. $1,000,000,000,000. What exactly does it mean?

It is such a large number, it is difficult to wrap one's head around: Twelve zeroes. One million millions. And unlike zillion, gazillion, and bazillion, it is actually a real number. For better perspective, it looks like this:

One trillion dollars also happens to now be the record-breaking market capitalization (a leading metric used when determining a company's size) of Apple, Inc., founded in a Silicon Valley garage more than four decades ago, and which became the first U.S. publicly traded company to reach this valuation benchmark at 11:48AM EST yesterday morning.

The historic valuation Apple just reached is a culmination of the “Think Different” motto of its 1997 ad campaign featuring the famous “Crazy Ones” ad. Its black-and-white footage of seventeen iconic 20th century personalities like Albert Einstein and Martin Luther King Jr. began with, “Here’s to the crazy ones,” and ended saying, “while some may see them as the crazy ones, we see genius, because the people who are crazy enough to think they can change the world, are the ones who do.” Watch this very compelling commercial HERE.

We know that Apple is BIG. And fun. And exciting. And profitable - very profitable. It is tough to find someone who doesn't own at least one Apple product, and many of us own several. But how much significance should investors place in this $1 trillion market cap milestone? Here at Towerpoint Wealth, we argue not very much. While $1 trillion is certainly a nice BIG round number, and investors are psychologically drawn to round numbers (especially large ones), it is also simply an arbitrary one. Round number bias is the human tendency to pay special attention to numbers that are "round," as something in our upbringing, and/or an evolved trait, means we are just more comfortable with numbers ending in zero.

Does it matter that Apple passed a round market capitalization number with a lot of zeroes after it? For a serious investor executing on a disciplined plan to build and protect their wealth and net worth, we believe not at all.

Round numbers are not the only thing human beings seem to be drawn to, as the 24/7 news cycle always garners much attention (for better or worse). And over just the past two weeks, there have been a number of trending stories:

We also encourage you to take three or four minutes to review the curated content found below, highlighted by:

  • Our July, 2018 monthly market commentary, Staying Focused in the Age of "The Donald"
  • An interesting article written about the life of Steve Jobs' daughter, Lisa Brennan-Jobs
  • Worried that Social Security is on the path to bankruptcy? We say don't be, as there are a number of reasonable solutions and fixes at the government's fingertips

The world remains a complicated place, and we encourage you to call (916-405-9140), email (, or Tweet (@twrpointwealth) with any concerns, questions, or needs you have. We continue to be here for you, and look forward to connecting with, helping, and being a direct, fully independent, and no-strings-attached expert financial resource for each of you.

- Joseph and the Towerpoint Wealth team

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