If you were thinking of selling Apple (AAPL) short, this might not be a good week to do it, what with analysts raising their share price targets and a big product launch set for Thursday.

After hitting $275 in intraday trading Friday and closing at $274.07 — its second record high in as many days — the stock was on the rise again in pre-market trading Monday.

Apple opened on the Frankfurt exchange at $279.76, up 1.81%. It hit a intraday high of 279.01 in New York before skidding south. It closed Monday at $270.17, down 1.5% for the day.

See also:

• A good time to bet against Apple?
• Analysts scramble to raise AAPL targets
• Apple hits a new all-time high

[Follow Philip Elmer-DeWitt on Twitter @philiped]