Would it make sense for Apple to peg its stock price at $1? If so, how would it go about doing this? From the perspective of shareholders, there's an advantage to a firm's shares being valued not only as a pure store of value but also as useful in trade, or as money. All things staying the same, the increase in demand that is created by the monetary usefulness of a share will ratchet up the multiple applied to a firm's earnings, resulting in a higher market capitalization and richer (and happier) shareholders. As long as the costs of making shares more moneylike aren't too high (I'll assume they aren't), Apple will prefer that its shares be ubiquitous and pervade all corners of an economy, much like a U.S. dollar note or a bank deposit. The problem is that people aren't fond of unstable exchange media (see here & here ). Bills and deposits tend to show low price variability. And because retailers keep prices sticky in terms of the unit of account, a $1...