Apple shares have often recovered in the weeks after the company unveils a new iPhone, despite an initial sell-the-news reaction, Bank of America analyst Wamsi Mohan told Yahoo Finance.
Apple’s stock rose in the 60 days following 17 of its iPhone launch events since the first iPhone was unveiled in 2007, Mohan’s research found. The largest increase was a 20% gain recorded 60 days after the iPhone 11 launch in 2019.
The findings come as Apple prepares to unveil its next iPhone range at an event on September 9, with investors watching for signs of how the company will address higher component costs, pricing and demand for new products.
Investors have more than the iPhone to watch
Apple is expected to introduce its first foldable iPhone, alongside the iPhone 18 Pro range, new Apple Watch models and software updates featuring artificial intelligence capabilities.
Citi analysts have estimated that the foldable iPhone could start at more than $2,000. The bank expects Apple to sell about 5 million units of the device in the second half of 2026 and a further 2.3 million in the first quarter of 2027.
Mohan said investor reaction to the event could depend on the size of any price increases, adoption of Apple’s Siri artificial intelligence features and comments about demand for the foldable iPhone.
The event will also be the first Apple product launch led by John Ternus since he became chief executive, succeeding Tim Cook.
Also read: Apple Event 2026 Live Updates: John Ternus drops cryptic iPhone teaser hours before launch
Memory costs add pressure
Apple is also facing higher memory costs as demand for memory used in artificial intelligence servers continues to increase.
The company gave cautious revenue guidance for the current quarter in July, citing difficulties in sourcing enough memory chips to meet demand. Higher memory prices also weighed on margins in the most recent quarter.
Cook said during his final earnings call as chief executive that Apple had raised prices because of what he described as a sharp increase in memory costs.
The broader memory market has tightened as demand for high-bandwidth memory and advanced dynamic random-access memory used in artificial intelligence infrastructure has increased.
Memory producers including SK Hynix, Samsung Electronics and Micron have allocated much of their premium artificial intelligence memory capacity to customers through 2026, including Nvidia, Microsoft, Amazon and Meta.
Analysts expect supply constraints to continue into 2027, which could keep pressure on companies that rely on memory chips for new devices.
For Apple, the September 9 launch will therefore give investors an indication not only of demand for its next products, but also of how the company plans to manage pricing and costs in a tighter component market.
