Google shares reached an all-time high today, surpassing $800 for the first time in the company’s history.

It was only in September, when we reported that Google hit a record high at $748.90, and obviously, they’ve come a long way since even then. According to the Wall Street Journal, shares are up over 13% this year.

Yahoo Finance says the market has grown “increasingly optimistic that Google’s core business and mobile applications have many good years ahead of them.” Reports over the last few days have also indicated that Google will open up retail stores before the end of the year, which will enable it to get its products into even more consumers’ hands.

As of the time of this writing, Google shares are at 803.29 (+10.40‎, 1.31%‎). It’s been five years since Google shares first reached the $700 milestone. Last June, they hit a 12-month low of $559.05.

Shares of rival Apple are down to $457.34 (-2.82‎, -0.61%‎) as of the time of this writing, about a 35% decrease from a high mark in September.