and how these innovations will create a healthier world tomorrow. better questions. better outcomes. ichi, ni, san, shi... (1,2,3,4 . . ) ruri never thought she would live out her dream. then one day, she did. you were made to chase your passions. we were made to put them in a package. ♪ welcome to "power lunch." alongside kelly evans, i'm brian sullivan. it's higher today, but is apple still worth your money? we're going to look at the good and not so good on one of the world's most owned stocks. plus the supreme court saying a tiktok ban can go forward, but will tiktok get a presidential

pardon of its own, or will the app really go away? plus, would you pay $100,000 for a jeep? how about $90,000 for a chevy tahoe or an infiniti? we're going to look at insane new car pricings coming up. let's take a quick look at stocks, which are steadily marching higher with the nasdaq up 1.7%, a strong end to a good week. 2.5% gain since earlier this week starting with inflation numbers. the ten-year yield this week going from 4.8 to 4.6% and holding there and nicely treading water for us right now. let's start with apple. no doubt one of the world's most mportant companies, maybe the most important company in the

world. it's also one of the most important stocks. apple is higher right now, but it's been a lousy start to the year with apple losing about $300 billion in market value just this year. put that in context. market cap loss alone, just this year -- what is it, january 16th? that market cap loss would be to the 30 biggest companies in america. your first guest today says don't panic, he remains optimistic on apple. senior managing director evercore isi. got a $200 price target on it at evercore isi. i've done enough talking. i will let you talk for yourself. what is the one thing you think or two things that investors will be getting wrong about apple to start the year.

>> if apple is going to lose its very longs in klein that they've had and do they get caught in the cross hairs with political tension. china demand has been the big worry. the other one probably has been that the rollout of apple intelligence has been slower than expected. i think those are the things worrying folks right now. what i think that misses is all the goodness happening in apple, right? china, i will concede is weaker than expected, but that's a broad smart phone statement, not an apple statement. emerging markets are doing well and apple has a share in india and brazil. the growth rates are very strong. that's going well. invariables, apple watch and airpods are doing well.

>> our good friend and colleague was flagging yesterday how some of the numbers out of tsmc and semiconductor companies are scaring people about apple, because they're the companies that make the stuff that goes into the iphone. so because those numbers maybe aren't as great as people hoped that it's scaring people about apple. is that the right way to think about it? >> conceptually that makes sense. what people miss on analysis is apple prebuilds a lot of things ahead of time, right? you may have pre-built the inventory ahead of time. there's an element of this that doesn't get captured, which is, how much of the product is in inventory or already pre-bought. that's one thing to consider. in china specifically there's been an incentive rollout for

consumers as long as you buy a phone that's less than 6,000 chinese yuan. i think apple could get a little better in the next three quarters. >> could you talk a little bit about china and what you think is priced in now as the news flow there continues to get worse in terms of how well apple might be selling? >> the worry everyone has is they're losing share to huawei right now. so the worry could be to see sizable declines, 10% plus declines outside of the china apple market. i think whatever decline they do see, they'll see something, low single digit maybe. that will get negated by the

very strong near triple-digit growth apple is seeing in emerging markets right now. >> that may be the case. just curious. we just heard from toni sack nag gi. he thinks they'll do $9 of earnings on a 32 multiple. how does that compare with your expectations? >> i think to the extent you have a decent iphone cycle. services does low variables as well. i think gross margins can keep improving. i think you can put $90 of owning on it is very much in the zone for apple to achieve. if you believe apple can trade like a consumer staple, which is what it is, you could see the stock work its way to the high 200s. >> even i can do that math. 30 times ten or whatever and i can get there, but i have to pay attention to the way it's

trading, which is, even with those possibilities in the backdrop, it was tough yesterday, slid throughout the session. kind of a similar look today. >> i think it's january. i would imagine once apple gets on and calms folks down and tells you things are not melting as fast as everybody is afraid about, that would hopefully right the ship and get us going in the right direction. let's take a deeper dive and look at what the charts might be saying about whether today's bounceback could hold. it's about a quarter percent bounceback so it's trying. what do you see? >> yeah. so i see that we actually have that psychological line of resistance is what i like to call it. apple, i want to look at the weekly chart, have a bigger view. i like to look at the trade cycles which is 13, 26 and 40 weekly moving averages.

it's quarterly and we're going into earnings season right now. what i'm seeing is we are actually finding resistance right at the 26 weekly moving average around 231. that is a key level of resistance that i need to become support. there's still a series of higher lows which is very important to have a direction of upwards momentum. but this psychological aspect as in there's so much price found here around the 231 and all other indicators are pointing to this, that it's psychological. if you own the security at that price, selling pressure may come in or supply. it's important to overcome that, and then we could perhaps see a high to 237 followed by the all-time highs and the newer highs from there. so from the weekly view, it's just a very key level. >> i want to be clear too,

jessica. it's not just apple. you may have heard about this mag seven we talk about. microsoft is not doing so well. tesla not doing well either. do you think the investor appetite for these once insatiable stocks may be waning? >> no, i do not actually. i think a lot of the market is still looking rather narrow. there is a really great chart shared on "mad money" last week where we looked at the magnificent seven in comparison to the ten-year. there was a nasty tell selloff. i think it's earnings that are going to come in. remember, when we were talking about mag7 last year, we

excluded tesla from the conversation. it looks like the same thing may happen for apple now, and so we can overcome those key areas of resistance. i still absolutely believe in the magnificent 7. the technicals are saying a anywhere row rally can still carry the market. broadening i want to see as well, but i am not counting that out. >> i know apple is widely held and important for that reason. but in terms of barometers, i'm still obsessed with nvidia. because it's so dominant in terms of earnings momentum and the way it has that affect you're talking about where it has to show people this is what you're paying for, how do you think that stock has been looking lately? >> i do like nvidia. it is a high beta stock. i love to bring options into the equation the way i'm trying to play that. nonetheless, nvidia, i think is an important part of the equation, but i want to go back to earnings season. when we get into earnings and we

are going to see everything related to a.i., i feel like constantly we're going to see here how much they spend. and then all of a sudden nvidia will go up as a result, and then the technical levels stop at key areas of support and resistance along the way. so i'm looking for that narrative. a.i., everything points back to nvidia. i think ces was amazing with his keynote speech. what i learned is it was beyond chips. when we look at rsi to see if something is overbought, but from a p.e. ratio perspective sit is it more than just chips? he gave us a layer of infrastructure where it's more of an ecosystem. that says that will translate into earnings for nvidia and the technicals are backing that up. i'm still very bullish on nvidia. >> good stuff.

love the technical take. we're going to ask you to stick around during the commercial break. we're going to bring you back, because we're going to pivot from apple to tiktok and why maybe jessica's take and others on tiktok could deserve its own presidential pardon. it's a new segment that i think as of today we're calling the "power point of view," and it is up next. p i used didn't have agentforce. so an ai agent didn't know to move my reservations inside... ...or know what i like to eat, which is not that. what's up, my brother? oh, hey, bud! we really needed this rain. right? [car splashing rain water] agentforce helps restaurants prevent dining disasters. paddle on over! it's what ai was meant to be. we got you, brother. ♪♪ ♪♪

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the supreme court upheld the lau passed by congress, which would ban tiktok starting sunday. they wrote, there is no doubt that for more than 170 million americans, tiktok offers a distinctive and expansive outlet for expression, means of engagement and source of community, but congress has determined that divestture is necessary to address security concerns regarding tiktok's data collection processes and relationship with a foreign adversary. for the foregoing reasons, we conclude that the challenged provisions do not violate petitioner's first amendment rights. the decision was unanimous. president trump has pushed back on enforcing the ban and responded to the decision in a phone call with a cnn reporter earlier today, saying it's ultimately going to be up to him and that, quote, congress has given me the decision, so i'll be making the decision. now we'll see what happens, kelly. the question here is what are

the tech companies going to do on sunday when this deadline hits, because they're going to have to make a decision whether they keep hosting tiktok, whether tiktok is still available in the app store. as of sunday, according to the law this app will be banned if it's not in american hands. it presumably won't be in american hands by then. but both parties have signalled they don't want that to happen. biden administration has signalled hand off, we're not going to enforce the law over the weekend. it's up to the next guy. donald trump will be sworn in at noon on monday. trump has signalled he doesn't want a ban on tiktok either because of the political popularity of himself on the app. so that leaves the question, which is, technically these tech companies would be violating the law if they continue to support the app. on the other hand, the politicians have said we're not going to enforce the law and we kind of don't want the app to go away. we're left with a bit of a

conundrum. >> are we? i guess so. congress made a law, passed, tiktok challenged it. supreme court punted and basically said it's up to congress and we support their decision. now it's up to everybody else. >> the law stands. >> i'm going to yell at a cloud right now. why doesn't tiktok just move the servers to the united states? i know some are here, but why not just move everything? if the concern is china, then get rid of that concern. if they don't do that, it's hard for old people like me to not just see there's something nefarious going on. otherwise just move the freaking thing that's causing the problem. >> yeah. look, the issue is ownership, right? xi jinping presumably wants to have control over this app. he does now under chinese law have control over bytedance and bytedance has control over tiktok. if you're the chinese government in beijing, you don't want to

give that up. >> i agree. kelly, i'm going to ask you. i've been to china a couple times. >> i've been there a couple times, yep. >> anybody watching or listening knows a lot of the apps we make are illegal in china. there's no twitter in china. they have no problem banning u.s. stuff. bill gates said like 90% of windows installs were fraudulent and pirated. fine. we don't want to move the app, we can do what we want with it. it's not like we're shutting down a bastian of free speech. >> that's what the law says. the roblem is there's politics associated with that. 170 million americans love this app, they love it, they watch it for hours a day. if you've got teenagers, you

know this thing is highly addictive and enormously popular. the concern is it's a way to collect data on americans as a group. anybody who's young now and might grow up and become influential or powerful in the united states in the future, they're going to have enormous amounts of data on that individual person. they're also going to have the ability, the concern is, to manipulate american popular opinion on all sorts of issues by putting their finger on the algorithm and saying we're going to have a little bit more content that says this about taiwan, more content that says this or that about the democrats and republicans in the united states. it is technically legally possible in china. that's the concern with this app. the problem is that all those voters in the united states love the app, and no party in the united states clearly wants to be the party responsible for shutting it down. so what do you do? >> i think it's going to get really interesting in the next

couple of days. let's talk about the people using tiktok all the time. millions of americans earn a little extra pocket money with a side hustle. jessica inskip is back with us with a personal point of view on this issue. the other day we spoke with someone who made 2 or $3 million a day on the platform. a lot of people are just able to be successful on it. can't really take that success necessarily somewhere else, able to make some income on it as well. how many followers do you have? >> i have 111,000. i'm considered one of the smallest big creators, i guess, medium sized. >> what is going through your mind as you watch this all take place? >> what concerns me and what i don't think is talked about is the way tiktok is structured. there is the creator economy that we have to be cognizant of. we're looking at e commerce and small businesses and the impact

that has. it's a small amount of gdp, so maybe not too much of a concern. but if we take where ad dollars are spent and how it's actually utilized that will give some perspective. in the creator community, you only need 10,000 followers. because of the algorithm and the way it pushes content out, you get paid for video views. for some people an extra 200 to $300 a month will buy groceries. it's difficult to quantify. that's the real risk there. >> i wanted to ask about rival platforms like instagram. they exist. why are they not as good? >> well, the algorithm isn't as good. so the tiktok, what it does is it understands your habits, but it also understands that your habits change and that it also

finds people who are very similar to you and it creates this sense of community. it's a little bit quicker and there's this organization aspect that goes to it. instagram just doesn't have that same feel. it doesn't have the same appeal. i really do think it's the way that the creator program is structured. when you are entered into this creator reward program, that's how tiktok dictates the kind of content it wants on this platform. they say i will pay you more if you make a minute-long plus videos that are educational and your camera quality and it will prioritize those. it actually tells creators what it wants them to create. that's the way it dictates on the platform. it makes such a difference. >> i've gone to bluesky and threads, maybe a little harder to gain traction there.

i'm not a hater of tiktok, but maybe y basically not just follow what you do on the app, they track anything you do on a computer like any log-ins that you have. it seems to me the algorithm is so good because they know everything about you, if you know what i'm saying. why don't they just move that to the united states and eliminate the china threat all together or move it to some other country that congress finds amenable, i guess? i don't understand why we've come to this shut it down or keep it where it is thing unless it's just china and our congress both being obstinate. >> i agree with you. the algorithm has to be unmatched because of the behavioral science behind it. i'm confident that meta has equal as amount of data. it's just not prioritized in the

same type of algorithm. from my personal perspective, the fact that the ceo said he's going to attend the inauguration is almost a very nondirect way of saying i'm going to work with this next administration, because i'm attending the inauguration that's happening. if it divests or whatever happens, it is just a gesture to show that a deal perhaps. >> i tend to agree with you. >> i do. >> i think it's a tell. president trump says it's up to me, and when the ceo is coming, i think we're going to find out that tiktok has been -- i just want to make sure, but congress wants to make sure that some of these china fears are allayed. >> yeah, absolutely. i think it's just underpinned the creator economy aspect. think about what we've been talking about overall from a macro view of the market. soft landing scenario is what we've been saying.

the gig economy was born in 2009. it was coined by a wall street journalist. that was after the great financial crisis people were looking to splemt income. then we had uber that came out and all this other technology that met that need. youtube created the eator economy and it was spearheaded by tiktok. since it's not in the way that we traditionally look at economic data, it almost will feel like a mass layoff if that is turned off. because think about millions of americans, because you don't have to have a big following, you can get a couple hundred dollars a month if a lot of people have that and that's supplementing their income or creating that resilient consumer that's the younger generation, that could have a big impact. >> agreed. jessica, we'll leave it there for now.

i like the firsthand perspective as well. >> you wonder how can tiktok pay out so much. >> what do you mean how? >> they pay out a lot more in this creator economy than some of the other companies. how? >> it's an enticement for people to be on the platform. do they need the enticement? maybe not. do you know how hard it is to create a tiktok video? you're trying to match up the video and then you post it at the end and they go, oh, no, you have to take down the music, and you want to scream. >> or they're getting so much money from the personal information. >> if that's what's happening, that may well have something to do with it. coming up, the market won't know how to handle trump's plans about deal-making until he gets into office but it's not stopping firms from taking their shot either, with some bankers

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♪ there's nothing that the media loves talking about more than the media. and look at paramount. the stock is up 2%, but in this day and age, being up 2% is like being up 50% for a media company. the "wall street journal" reporting that paramount discussed a lawsuit filed by president-elect trump over a cbs news interview with vice president harris. could be a sign the company is trying to improve relations with the incoming administration as it tries to get approval for its planned merger with sky dance. president not happy about what he viewed as being grilled by "60 minutes" and then not the case with a different interview.

>> i see. there you go. we'll watch it for further movement or action. we've also been talking about a trickle of deals starting to happen. don't just take our word for it. as the big banks have reported earnings this week, we've seen that same thing from many executives. leslie picker joins us with more. >> morgan nley saying their m and a pipeline is stronger than years. and jp morgan jeremy barnam saying the m & a opportunity remains significant. investment banking showing massive gains in fourth-quarter reports. the big overarching question now on wall street is whether that true inflection point is in store in 2025 or if these perspective deals we're hearing

about never find their way out of the pipeline. executives and analysts tout changes in the macro picture that bolster the case for a big upswing. there's the prospect for deregulation under the new trump administration, a relatively stable financing environment and pent-up private equity funds that need to be spent. guys. >> looking into this as well, leslie, trying to figure out what we should be bracing for. hearing chatter about watch the banks. also watch a lot of mid-sized companies in general. it's just the start of this boom. maybe it's not until next year, even the year after that we start seeing the real highly leveraged blockbuster deals once we get a feel for the incoming regulatory regime as well. >> yeah. the way these things usually work is there are certain deals that take place where people kind of dip their toes in the water and see how the market reacts.

then it kind of creates a ripple effect for some of their peers. that's the way we start to see at the beginning of a cycle. other things like 2020, 2021, it was this massive onslaught. there are some deals, hough, that don't necessarily make sense if yields are higher for longer as well. if yields have stabilized, they are still more expensive than they were a few years ago. people still have that in the back of their minds and that plays a role in the price they're willing to sell assets. on deck, you've seen the posts. maybe you've seen them on tiktok. some of the outrage over the wealthier families asking for private firefighters to battle the blaze in l.a. but the truth may be a lot different than the headlines. you're going to hear from the

owner of one such private firefighting force, next.

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welcome back to "power lunch." i'm bertha coombs. rush and iran are facing massive western sanctions. vladimir putin signed a broad cooperation pact today calling it, quote, a comprehensive strategic partnership treaty covering everything from trade and military to science, education and culture. the treasury department proposed two new rules today to change labeling on wine, distilled spirits and malt beverages. it would require the listing on alcohol content and nutritional information per serving along

with a warning about potential allergens. if implemented the so-called fact boxes would be similar to labels required on food. and if you didn't have time to sit down and eat a bowl of soup, progresso says it has you covered. company is launching a chicken noodle soup hard candy similar to a cough drop. the soup drops went on sale yesterday and the company says they're already sold out. more will be coming out every thursday for the rest of the month. hopefully, speaking of food labels, it won't have 680 milligrams per drop like one serving of the soup in terms of sodium. >> that would be salty. bertha coombs. private firefighters have been a lightning rod topic as some southern california residents have been using them, some before the fires occurred, others to save their homes and

properties a s the fires broke out, most notably rick caruso who hired private firefighters to save his shopping center. and joe torres is with us, who founded his private firefighting company in 2016. i didn't know this existed. welcome to you. how widespread a practice is this? where are your clients and so forth? >> thank are you, kelly. my clientele, pretty much we cover the state of california. i have clientele from the southern california san diego area all the way to sonoma napa region. we've been doing this for ten or 11 years now. but the main focus, i think, with my company makes us a little different is that we're trying to be as pro active as possible. our relationships begin before anything happens. there's a lot of proactive

measures we take beforehand. >> i'm curious about this. i'm also curious about how much it costs which would be $2400 to $6,000 a year. how much is it because people aren't sure what's going to happen with their homeowners insurance. >> engagement with my company begins with an assessment. we do an assessment that highlights and prioritizes what's needed for the property specifically. just being as proactive, again, as possible with our clients in saying, hey, these are the things that can be done that we should be doing beforehand. again, those price points for us begin at 25 hoonds.$2500. there's no exclusivity as far as who can afford specifically my company's services. i think that's a big, big kind of misconception. >> are you stealing resources

from public firefighters, of which i believe you used to be one? >> still currently am, and no, we're not stealing any resources. >> why not? there's a guy that posted on twitter. we talk a lot about social media this show. about my house about to burn down -- i think the house did burn down unfortunately and the guy got destroyed. people like, rich guy, who cares, whatever. dispel some of the negative myths around there, joe. there are many. >> yeah. so let's start with so the tactics that we ploy are first off the hiring. my team is made up of retired firefighters. all these gentlemen on my team are made up of retired firefighters who have experience and skill set that you cannot guy or purchase. it's invaluable. secondly, our tactics are bump and go. we prepare and assist the

property, and we hand it off to local authorities and first responders coming in. having preparation of property, knowledge of the area is so invaluable, especially when you do a handoff to first responders who are maybe out of the area from other jurisdictions or out of county or even out of state in this instance. having that information is so valuable. and then, thirdly, i think there's the misconception of use of hydrants. fire hydrants are for use of ahj, authorities have jurisdiction, so first responders. my company, we're not touching fire hydrants. that is something that is not happening whatsoever. so i think those are three kind of big, big value right there. there's also a lot of insurance companies employee the private firefighting force to be a force multiplier for those boots on the ground.

>> which makes sense as they're now -- i mean, everyone is looking both to cope with these risks and figure out exactly who should bear them. joe, thanks for joining us to explain a little bit about it. >> thank you. >> joe torres of all risk shield. coming up, we're going to go car shopping. we're going to ask all of you would you pay 90k for a chevy tahoe, how about a jeep grand wagoneer? talking about the big car inflation story ahead. >> crypto watch is inspired by crypto.com. ♪ >> crypto.com is america's premier crypto platform. ♪♪ even as a kid, i wanted to get my money right— and have the financial freedom to support the next generation of athletes.

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welcome back. the average price of a new car -- a new car -- is basically as high as it's ever been, just shy of a record set back in 2022 when a chip shortage inflated prices. of course, interest rates are a lot higher, so prices are at a record. phil lebeau joining us with more.

so 10% or 9% on a used car loan. i don't know what it is on a new car because i'll probably never own one. where are car bryces right now? >> let me show you on a chart. when you look at this chart, you'll say, holy smokes, it's up how much in the last five years? i did the math for you. it's up basically about 10% or 15% at least. it's close to $50,000 when you take a look at what the average transaction price is for a new vehicle here in the united states. part of what's driving it higher is the demand for luxury autos. those are also seeing increased sales. luxury auto sales according to edmonds up 16% from a couple of years ago. more than 2.1 million were sold last year. porsche's sales in north network up 1%.

compare that with global sales down 3%, and the head of porsche is optimistic about 2025. >> we are very positive in terms of our ideas and our direction for the year 2025. we see that based on the demand we see for our products right now. >> when we talked to him, he said they see strong demand at least for the next several months, very optimistic. as for the german automakers, you know the story. the main market for their sales over the last five years was china in addition to europe, obviously. china, they're all struggling there. their sales are all down in china. bottom line is this, luxury demand continues to be extremely strong here in the united states. the stat of the day, 37% increase in sales in december for vehicles priced over $80,000. let me say that again. up 37% compared to december of 2023. >> so i was also struck, phil, when i saw that a quarter of vehicle trade-ins toward new car

purchases had negative equity last quarter. you wonder, again, what is brewing here as the price goes up, up, up and may go up further with tariffs. >> what ultimately happens is people have to lose their videocassette -- vehicle, it's going to be repossessed. for a lot of people, they have to eat the cost of being upside down into the next loan which then drives up the monthly payment. >> i'm a car guy. you're a car guy, phil. i get it. are we out of time, joe? i was going to ask -- i was about to launch into a rant about $100,000 suvs but they cot me off, what was the one that was like $130,000? >> there's like $125,000 jeep

grand neer. >> that's a lot of money. i'm not picking on jeep. i own two. >> novo nordisk shares are down 5%. it's in free stock lunch, next. . - right? - mmm... this store doesn't have agentforce, so an ai agent didn't tip off the stylist as to what i might actually wear. - yes. - oh. that's a commitment. [glass knocked] hey bud! whaddaya think? you know, people can see you out here. ha ha ha ha, yeah, yeah, right, right, ha ha. love you, too. agentforce helps retailers prevent fashion fails. it's what ai was meant to be. ♪♪

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glimpse of what that might look like, how about sherwin williams? evercore lowered the price target there. it's a new dow component, but it's down about 6% since joining. >> this one, though, if you look at their trends and revenues, it's actually going in the right direction. this is a great dividend payer and that's why we own it. we continue to own that stock. >> what about novo nordisk? this was interesting. it's down about 5.5%. is it on entry point? >> we think this is not going away. if you look at the secular drivers behind obesity and the need for these drugs, it's not going away. more importantly, i do think while they may take a short-term revenue hit in terms of lowering price, i think they could gain a significant amount of market share. also, despite the huge obese

population, there is an equally large population that does not want to become obese and there is a massive movement towards micro dosing. so i actually think this can still be a relevant drug in that world. >> thank you, appreciate it. >> before we go we'll call it an rbi, random but interesting. i know it's going to be super cold in d.c. for the inauguration. look at hotel prices. we looked on booking.com for sunday to tuesday. it's like $1,000 a night for a hotel that normally would be like $120 a night. we just talked about cars and sufficient costs. suv costs. well hotels for the inauguration in d.c. what else can i old man yell about this week? >> it's a sign of interest. now that they're moving it indoors, maybe that moderates. maybe it doesn't. people are flocking there to be part of this event, to be in front of trump. i have a feeling if they have

the capital to spare to get down there, they have the capital for the hotel. the public, different story. maybe they made their plans on november 7th, got in there before the big surge? >> we're going to see, the prices really high. temperature, surge. >> we're going to see, but the prices, really high. temperature, not so much. thanks for watching "power lunch," everybody. >> "closing bell" starts right now. >> welcome to "closing bell." i'm mike santoli in for scott wapner. we're live from post nine at the new york stock exchange. this make or break hour begins with stocks on pace to finish a strong week with a flourish. healthy bank earnings and softer inflation readings have revived risk appetites after more than a month of anxious churn. here's a look at the scorecard with 60 minutes to go in regulation. the s&p 500 is trying for its first close above the 6,000 ma