Apple has named a date for the presentation of new iPhones. How will it affect the stock?

Apple has named the date for its annual product presentation - investors and customers are waiting for the company to announce the next iPhone launch and artificial intelligence updates. After a disappointing developer conference in June, all eyes are on the September showdown.

Apple has sent out invitations to media and analysts for its annual presentation to be held on its Cupertino campus on the morning of Sept. 9, CNBC reported . The slogan for the event is "awe dropping" ("awesome," "something that induces a daze"). But if the furor doesn't happen, it could be bad for the stock, Barron's notes .

Apple is expected to unveil new smartphones on this day, as it usually does at September presentations. The most important announcement this time, as many analysts believe, will be the iPhone 17 lineup with improved processors and other features. Industry observers also expect to see a new thin version of the gadget, in which the manufacturer will sacrifice battery life and camera quality for the sake of lightness and design. Also in September, the company often announces new Apple Watch models.

Apple quotes, which were declining in the first half of the day by 0.8%, after the announcement of the date recouped losses and went into plus 0.2%.

The data collected by Bank of America shows that the company's shares fell in price the day after the iPhone launch in nine of the last 21 cases. Then they recovered and showed positive dynamics for 60 days. The upcoming launch of iPhone 17 could also lead to a drop in quotations, if investors perceive the new smartphone as a "sell the news" event, CNBC predicts . But "if Apple surprises [the market] with a compelling Apple Intelligence demonstration, integrations with third-party services, or any unexpected price increases, the stock could perform better than in past times," BofA analyst Vamsi Mohan wrote.

Compared to the beginning of 2025, the company's securities fell by more than 9%, demonstrating the worst result among the players of the "Magnificent Seven" after Tesla. By comparison, the S&P 500 index rose by 9.6% over the same period. Wall Street's attitude toward these stocks is similar, with less than 60% of analysts tracked by Bloomberg recommending them for purchase. This is the second lowest in the Mag7, with only Tesla lower.

In August, however, Apple shares began showing signs of recovery, Bloomberg notes . They're on track for their best month this year. Duty risks began to subside, especially after CEO Tim Cook promised Donald Trump to invest $100 billion in US manufacturing. And in late July, Apple reported its fastest quarterly revenue growth in more than three years thanks to iPhone demand and strong sales in China.

"A lot of fears seem to have dissipated: Apple gave a good outlook, the duty situation has improved, and the company is getting more serious about AI," said Irene Tunkel, chief U.S. equity strategist at BCA Research. - All of these positive developments have happened one after another, and that's what could give the stock a boost. I think the upside is just beginning.

One of the main reasons for the stock's fall this year has been investor frustration with the company's AI failures, Barron's explains . So far, it has lagged behind competitors like Google and Samsung when it comes to incorporating artificial intelligence features into its devices. iPhone users want an updated Siri chatbot, and their patience is running out, the publication believes. Apple has promised that it will release a more personalized Siri assistant next year.

There have been reports that the iPhone maker is looking to partner with a third-party company to develop its AI. In particular, as Bloomberg wrote last week, Apple has approached Google to discuss creating an AI model of AI that could be the basis for a new Siri. And according to The Information's sources, management was considering buying French AI startup Mistral as well as Perplexity AI.

A deal with Perplexity AI would inspire investors, believes Ritholtz Wealth Management head Josh Brown. He doesn't expect Apple to actually go for it, as it rarely makes acquisitions, but Wall Street would support the idea, he believes. "I think the stock will hit an all-time high if they [the company] do it," Brown said in a piece for CNBC.

This article was AI-translated and verified by a human editor