Zebra Technologies (ZBRA) is back in focus after reporting quarterly revenue of US$1.50b, topping analyst expectations and paired with strong earnings, even as management issued relatively cautious forward guidance.

The share price of Zebra Technologies, now at US$262.40, has climbed with a 30 day share price return of 11.2% and a 90 day share price return of 13.54%, yet the 1 year total shareholder return is still down 20.02%. Momentum has improved recently while longer term holders remain under water.

If this latest rebound has you rethinking exposure to automation and hardware, it could be a time to look at other robotics and automation companies using the 34 robotics and automation stocks.

Zebra Technologies now trades well below both analyst targets and an indicated estimate of fair value after a sharp rebound. Is the market wisely pricing in cautious guidance, or leaving too much upside on the table?

Most Popular Narrative: 19.3% Undervalued

Against the last close at $262.40, the most followed narrative pegs Zebra Technologies' fair value at $325.31, framing the recent rebound as still short of that estimate.

The accelerating shift toward automation, digital transformation, and real-time workflow optimization, driven by ongoing labor shortages, e-commerce expansion, and increased supply chain demands, continues to fuel robust demand for Zebra's portfolio (hardware, software, RFID, machine vision), supporting sustained revenue growth and long-term earnings visibility.

Curious what kind of revenue mix, margin trajectory, and future earnings multiple sit behind that fair value gap? The narrative leans on detailed forecasts and a specific discount rate to bridge current results with those long range assumptions.

Result: Fair Value of $325.31 (UNDERVALUED)

However, this Zebra Technologies narrative still faces pressure from tariffs that could weigh on margins, as well as from slower progress shifting revenue away from hardware toward software and services.

Next Steps

With mixed sentiment around Zebra Technologies, will you rely on others, or weigh the trade off between risks and rewards yourself? Take a look at the full breakdown of 4 key rewards and 3 important warning signs

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This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.