When Apple was at $530, I bought more. When it rose to the $570s, it wasn't quite the same steal but it was something I was willing to buy more of. But even better would be buying even cheaper. At Seeking Alpha, I wrote a new piece about selling near dated Apple puts (weeklys) week after week to lower the effective price when finally I get exercised.
And if I don't get exercised, well ... there's all those shares I got at $530 and below.
(Note: the article title wasn't my suggested title; the thing is certainly not an article on "options investing" but on something investors, rather than traders, might do to capitalize on the options premium decay and volatility collapse associated with earnings.)