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Over more than a decade, the iPhone maker has dominated when it comes to share repurchases

Apple announced plans to return $100 billion to shareholders on Thursday. That’s short of the company’s personal record. Photo: Getty Images

If Apple Inc. hoped to boost its stock with plans to buy back $100 billion worth of shares, then that mission seems doomed to fail.

The share repurchase plan announced alongside solid earnings on Thursday also failed to meet the high bar the company AAPL set last year, when it broke corporate records with a whopping $110 billion repurchase strategy.

Barbara Kollmeyer is based in Madrid, where she leads MarketWatch's pre-markets coverage of financial markets and writes the Need to Know column. She has worked in London and Los Angeles for MarketWatch previously. Follow her on Twitter @bkollmeyer.

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