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Apple stock price: Can iPhone 14 release stop AAPL share slide?

By Jenal Mehta

13:25, 7 September 2022

apple office building
Apple live event effect on stock price - Photo: Getty Images

For its first in-person live event since 2019, Apple (AAPL) is likely to unveil some important flagship products. Despite this, the stock market appears to be relatively unmoved, and it turns out that is normal for the tech giant.

The “Far Out” live event taking place on 7 September has been rumoured to include the unveiling of multiple new products including the iPhone 14. It will be the first live event since 2019 by Apple, with previous events taking place online while lockdown measures were enforced.

Apple (AAPL) stock price chart

Apple's shares have been sliding in recent sessions, with value down almost 7% in the past month and based on share price impact of historic events, “Far Out” is may not change the course of this downward trend. Of course, past performance is not a reliable indicator of future returns.

The current market decline is a reflection of the current global economy. This is being felt by other tech giants too, such as Google (GOOG) and Microsoft (MSFT), whose products have been taken off the shopping list of many consumers as the cost of living continues to rise.


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What does history say?

The following are some examples of how stock prices have moved compared to S&P 500 (US500) and the Nasdaq 100 (US100) during past live events by Apple. In general the Apple (AAPL) stock price has moved in line with the broader market after past events.

1. “By Innovation Only”

This event was held on 10 September, 2019: Apple watch new series, iPhone 11 series and the most recent iPad were announced at the event.

apple stock price2019 Apple Live event - Credit: Koyfin

2. “Hi, Speed” 

Held on 13 October, 2020: iPhone 12 series and HomePod Mini were announced at this event. It took place virtually.

apple stock price2020 Apple Live event - Credit: Koyfin

3. “California Streaming”

Held on 14 September, 2021: another virtual event, announcing the new iPad mini and iPhone 13 series.

apple stock price2021 Apple Live event - Credit: Koyfin

Alex Wilhelm, Tech analyst at Tech Crunch said in a publication: “Investors simply don’t trade Apple based on the products or services it announces.”


4.96 Price
+6.740% 1D Chg, %
Long position overnight fee -0.0262%
Short position overnight fee 0.0040%
Overnight fee time 21:00 (UTC)
Spread 0.05


237.05 Price
+7.230% 1D Chg, %
Long position overnight fee -0.0262%
Short position overnight fee 0.0040%
Overnight fee time 21:00 (UTC)
Spread 0.33


178.97 Price
+2.720% 1D Chg, %
Long position overnight fee -0.0262%
Short position overnight fee 0.0040%
Overnight fee time 21:00 (UTC)
Spread 0.19


21.65 Price
+16.780% 1D Chg, %
Long position overnight fee -0.0262%
Short position overnight fee 0.0040%
Overnight fee time 21:00 (UTC)
Spread 0.14

He added: “If that surprises you, welcome to the club. You might think that the substance of what Apple announces matters to folks buying and selling its shares on any given day, but it mostly doesn’t.”

But, again, investors must be aware that past performance is not a reliable indicator of future returns.

How can investors play Apple stock?

Tech stocks have all been negatively affected by the larger economic factors currently at play. Meanwhile, the appeal of tech products has declined as consumers become more budget conscious in the high inflation environment. The Nasdaq 100 (US100), a tech-heavy index, has declined almost 10% in the past six months.

Analysts at JPMorgan said in its most recent mid-year report that value companies particularly in the technology sector are specially hard to predict right now.

“The pandemic coincided with a rapid adoption of technology which led to a large upgrade in earnings expectations. But some stocks – such as streaming services – are struggling to meet these lofty expectations,” the report said

These firms face a number of risks in the short term, but opportunities may still exist, the JPMorgan analysts said.

“It remains a risk that interest rates rise further if economic activity and/or inflation rise further which has the potential to weigh on longer-duration growth stocks. However, such a broad sell-off is also providing selective opportunities to obtain good growth companies at better prices. The challenge for investors will be to find compelling innovative companies without overpaying.”

Disclaimer: past performance is not a reliable indicator of future returns.

Markets in this article

Apple Inc (Extended Hours)
190.05 USD
3.01 +1.610%
Alphabet Inc - C (Extended Hours)
176.83 USD
1.08 +0.620%
Microsoft Corp (Extended Hours)
430.10 USD
4.1 +0.960%
US 500
5305.1 USD
35.4 +0.670%

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