Shares of Apple (AAPL) hit a new 52-week high on Monday, after Morgan Stanley named the company as its "Top Hardware Pick for 2017." The firm based its call on a super-cycle led by China, U.S. tax reform and cash repatriation. 

The one reason Morgan Stanley left out in its note was Apple's growth potential in the "services" category, Najarian Family Office cofounder Pete Najarian said on CNBC's "Halftime Report" on Monday afternoon. 

"Take a look at the growth of the services last year," Najarian said. "I've been pounding the table on this and I will continue to pound the table on this because when you look at the growth, yes it's a small section of Apple right now, but it's becoming a bigger and bigger part of the Apple story every single quarter."

The services call makes sense, but Apple also should have bought Sirius (SIRI) or Netflix, (NFLX) TheStreet's Jim Cramer said on the show. "I wish they had bought anything. . . to augment that service." 

Going forward, Apple needs to focus on artificial intelligence because it can't leave that whole growth opportunity to Amazon.com, (AMZN) Ritholtz Wealth CEO Josh Brown claimed. Amazon.com has the voice-activated personal helper Alexa, but Apple hasn't released a product to challenge it. 

"If they're going to be a service business, they need to have the right product that's going to generate services type demand," Brown claimed. "They can't have everyone using Amazon central in the home to order things, refill things, check on news, check on weather."

Additionally, the tech giant is also celebrating the 10th anniversary of its iPhone today.  

(Apple is held in Jim Cramer's charitable trust Action Alerts PLUS. See all of his holdings here.) (Amazon.com is held in the Growth Seeker portfolio. See all of the holdings with a free trial.)