Every September, millions of people around the world are glued to their screens. It is this month that Apple traditionally reveals its new products – and sets the tone not only for the technology industry, but also for the stock market. In 2025, interest in the event is even higher than usual: the company is preparing for the release of the iPhone 17, as well as a number of updates that could directly affect the price of AAPL shares.

Why is this important for investors

Apple today is not just a smartphone brand. It is a company with a market capitalization of under $3 trillion, one of the pillars of the S&P 500 and Nasdaq. Any of its movements affects investor sentiment around the world. According to statistics from past years, Apple presentations often led to short-term fluctuations in shares: from growth based on expectations to “sell the news” reactions after the release.

But 2025 is special. Against the background of fierce competition with Huawei in China, the transfer of production to India and the launch of its own AI ecosystem Apple Intelligence, the September conference becomes a key point in assessing the future of the company.

What will be shown on September 9

According to insiders and leaks, we are waiting for:

  • iPhone 17 is the main star. They say there will be an ultra-thin version of the “iPhone 17 Air”, capable of replacing the Plus line.

  • Apple Watch Series 11 and Ultra 3 – updated design and new chip for autonomy.

  • Apple Intelligence 2.0 – Expands artificial intelligence capabilities, tightly integrates with Siri, text tools and private on-device computing.

  • Updates for AirPods and accessories, which, as practice shows, often become hidden sales drivers.

And most importantly, Apple is clearly betting on AI, catching up with Microsoft and Google, but with an emphasis on privacy and work directly “on the device.” For investors, this is a signal: the company is actively creating a new revenue stream and strengthening its service ecosystem.

How this could affect stocks

History shows that the market reaction to Apple’s September presentations is mixed. In 2022, shares grew by ~1%, in 2023 they fell by 1.7%, and in 2024 the market greeted the iPhone 16 and Apple Intelligence rather coolly.

However, now the situation is different:

  • The growing share of revenue from services gives Apple stability.

  • Investing in AI creates long-term potential.

  • Moving production to India reduces the risk of tariffs and political pressure.

Therefore, analysts agree: September 2025 may be the starting point for a new wave of interest in AAPL shares.

Be sure to stay tuned for webinar announcements in the next 2 weeks!