APPLE IPHONE EVENT
Apple is likely the most recognised brand in the world, celebrated for its technologically advanced products. But the first half of the year has been challenging for the company which is fighting a perception that it is no longer among the leaders of artificial intelligence development. But the annual iPhone event is an opportunity to both excite the public and experts in the industry with new products and to also use its moment in the sun to show that the company remains on the cutting edge of AI tech.
- APPLE: IMPORTANCE OF THE SEPTEMBER 9 EVENT
The upcoming September 9 iPhone event is pivotal for the company. It’s a crucial moment previously used so well by former Apple CEO Steve Jobs who used to wow critics and fans with memorable presentations and product showcases. So it’s a time when all public attention will be on its unveiling of new products and an opportunity for Apple to reaffirm its leadership amid intensifying competition in Artificial Intelligence.
- WHAT WILL APPLE UNVEILL AT THE “AWE DROPPING” EVENT?
The highlight of the event will be the showcasing of the new iPhone 17, which is reportedly going to highlight ultra slim models and new technology. A new range of Apple Watch series 11 are expected to be presented. Finally, a new third generation of Air Pods will be unveiled that will also include heart rate monitoring capabilities and improved active noise cancellation. Apple will also focus on AI development referring to its AR glasses and updates to Siri and Apple technology. There may well be other surprise announcements made about products or software in development. Pre-orders for the iPhone 17 are expected to begin on September 12th and queues are expected to build around Apple Stores for the public release of the iPhone on September 19th.
- PAST APPLE EVENTS AND MARKET REACTION
It should be noted that other factors also influenced Apple’s stock price during the following periods including wider market sentiment. But history shows how iPhone events can potentially impact Apple’s stock price. In 2016 the iPhone 7 launch initially saw Apple’s stock falling, but within four trading days Apple’s stock surged 12.4% after reports of huge demand were reported. In 2017 Apple’s stock price by more than 10% over the following month after a radical iPhone redesign (iPhone X). In 2019 (iPhone 11) strong sales sent the Apple stock around 30% from the September to year’s end, with the stock jumping 14.25% in the month following the annual September event.
- APPLE’S PERFORMANCE IN 2025
Apple’s stock price is trading around 4.8% lower in 2025. It’s been a challenging first half of the year as most other AI linked stocks pushed higher. Traders are concerned that Apple’s AI push has not been in public focus. A more general factor has been the approach of Apple to President Trump’s administration. While CEO’s of Meta, Tesla, Microsoft and NVIDIA have been lining up in support of Trump policies, Apple’s CEO Tim Cook’s approach has been more traditional. The Trump administration has put pressure on Apple to move its manufacturing jobs in China back to the US or face damaging 25% tariffs. On August 6 Apple announced it would invest over $400 bln to increase its manufacturing production in the US to evade tariffs. Apple’s stock price increased on the news. Apple’s earnings on July 31st were also positive, showing iPhone sales growing by 13% boosting Apple’s stock price. Apple’s ecosystem and the loyalty of its customers put the company in a positive position, ahead of Apple’s September 9th event.
Conclusion
With trade deals being signed by President Trump and Apple’s investment in bringing some jobs back to the US it’s been a far better second half of the year as some uncertainty has been removed. This is reflected by Apple’s stock price which hit a five month high in August. If Apple manages to promote its flagship iPhone and other products, and also uses the Apple event as a platform to show AI integration in its products it would be a boost. It would excite investors about deliver futuristic consumer tech this could return to the stock to its former position of being among the leaders of cutting edge tech.