Edmund Shing explains why now is a great time to invest in technology giant Apple.

1) A tech goliath

Apple is one of the largest companies in the world and is listed in the United States (NASDAQ:AAPL).

2) Hardware and software

Apple is the largest technology company in the world driven by hardware such as the iPhone, iPad and iMac, and also software such as iTunes.

3) Impressive line-up of growth

Apple has an impressive line-up of growth from the ever increasing list of iPhones. But there are doubts however whether the new product lines will deliver the growth that we've seen in the past.

4) It's cheap

Apple is a very cheap stock today given the doubts that investors have, with a P/E Ratio (TTM) of 10.05 (as of 11 February).

5) Fantastic brand

Apple is an excellent brand that is particularly valued by the millennial generation, a growing consumer market. The brand value of Apple, according to WPP, is an impressive $247bn (£171bn, €218).

Edmund Shing is Global Head of Equity Derivative Strategy at BNP Paribas in London. He holds a PhD in Artificial Intelligence.