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The valuation of Apple on a P/E basis is attractive and constant stock buybacks make it a safe bet. At the current scale you can’t expect startup-level growth but it is still attractive as a stock.

Likewise, look at the valuation per customer; it is around $1500, which is attractive, too.

They're already the largest holding in a diversified US index. IMO not cheap enough to merit further concentrating.

Anyone in it for dividends

With a dividend yield of 0.59%, one would be better off buying bonds. AAPL's dividend, much like MSFT's before it, was to shut up those shareholders whining about how much cash the company holds. "You want a dividend? Fine, here's 22 cents/share on a $150 stock; don't spend it all in one place."

But dividends are taxable when paid. Share buybacks aren't, it's just capital appreciation that's taxed when sold. So nobody's in it for the dividends to begin with.