Apple’s New iPhones: Will They Be a Hit with Investors?

When it comes to investing in Apple Inc. (AAPL), particularly around the launch of a new iPhone, investors often find themselves at a crossroads. The allure of potential gains clashes with historical data showing modest drops in Apple’s stock price on the day of the iPhone announcement. But, as history also tells us, the post-launch period tends to bring substantial gains. In this article, we’ll delve into the intricacies of Apple’s stock performance, providing insights that will help you navigate these investment waters with confidence.

Apple’s New iPhones

The iPhone Announcement Day: A Mixed Bag

On average, Apple’s stock has experienced a 0.2% decline on the day the company announces its latest iPhone. This small dip might seem disappointing to some investors, but it’s crucial to remember that stock market fluctuations are often driven by short-term sentiment, which can be unpredictable.

The Run-Up to the Release

What truly captures investors’ interest is the period between the announcement and the actual release of the new iPhone. During this time, Apple’s stock has historically risen by an average of 2.8%. This upward trajectory often gains momentum in the months following the release, making it a potentially lucrative opportunity for long-term investors.

Release Day: A Slight Setback

The day of the iPhone release itself usually witnesses a 0.4% drop in Apple’s stock price, on average. While this may raise eyebrows, it’s essential to consider that this dip could be attributed to various factors, including profit-taking by short-term traders.

The Current Scenario

As we approach the latest iPhone launch, Apple’s stock has been on a bit of a rollercoaster ride, with a 4.5% decline in September. While this might indicate a break from tradition, it’s essential to recognize that the stock market is influenced by numerous factors, including broader economic conditions and geopolitical events.

A Remarkable Journey

In the past six months, Apple’s shares have surged by over 19%, delivering a substantial 9% return to investors over one year and a staggering 220% return over five years. Such impressive gains can be attributed to various factors, including consumer enthusiasm for Apple’s product releases.

What Lies Ahead

As we eagerly await the unveiling of the latest iPhone models, it’s important to note that Apple is rumored to introduce four new iPhones: iPhone 15, iPhone 15 Plus, iPhone 15 Pro, and iPhone 15 Pro Max. Additionally, there are expectations of new Apple Watch models and an updated edition of AirPods Pro.

If Apple maintains its established pattern, pre-orders for the iPhone 15 series are expected to begin on September 15, with devices becoming available for purchase on September 22. However, there’s speculation that the Pro models may come with price increases, ranging from an additional $100 for the Pro Max variant to as much as $200 for the entire Pro lineup.

The Market’s Response

Historically, Apple’s new iPhone launches have often triggered a sell-off in the stock, only to be followed by a recovery in the weeks that follow. This pattern might repeat itself this year, given the recent challenges Apple has faced, including declining sales and concerns about iPhone restrictions in China.

The September Dilemma

September has been a challenging month for Apple over the past five years, with an average stock loss of -4.5%. In contrast, October has proven to be a fruitful month, with an average gain of +3.8%. Experts suggest that these pullbacks can be seen as opportunities, especially for long-term investors.

A Bright Outlook

Despite recent obstacles, Apple’s stock is still up +38% this year. Analysts project a bounce-back in annual revenue in 2024 after a slight decline this year. The decision to raise prices on higher-end iPhone models is expected to be a positive catalyst for the stock.

A Decade of Steady Growth

Apple’s iPhone sales plateaued around 200-220 million devices annually in 2016. However, the company compensated for this slowdown by increasing the prices of its higher-end models. While unit sales remained stagnant, revenue grew by about $70 billion over the past seven years. This performance has set the stage for a hopeful year-end rally.

In conclusion, while history provides valuable insights, investing in the stock market always involves a degree of uncertainty. Apple’s stock behavior around iPhone launches may follow established patterns, but it’s essential to consider the broader context. If you’re a prospective investor, it’s advisable to consult with a financial advisor and assess your risk tolerance before making investment decisions.


  1. Should I buy Apple stock on the day of the iPhone announcement?

    It’s not recommended to make investment decisions solely based on the day of the announcement. Apple’s stock tends to fluctuate on this day, but long-term gains are often realized after the release.

  2. Why has Apple’s stock declined in September?

    September has historically been a challenging month for Apple, possibly due to market dynamics. However, it’s important to consider broader economic factors influencing the stock market.

  3. Are the price increases for the new iPhone models justified?

    Price increases for higher-end iPhone models could reflect improved features and technology. Whether they’re justified depends on your personal preferences and budget.

  4. Is Apple still a good investment despite recent challenges?

    Apple has shown resilience and continues to be a strong performer in the market. However, it’s essential to conduct thorough research and consult with financial experts before investing.

  5. What factors should I consider when investing in tech stocks like Apple?

    When investing in tech stocks, consider the company’s financial health, product innovation, market trends, and your own investment goals and risk tolerance.

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