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Apple Shares Slide After iPhone 18 Launch Disappoints Investors
Apple showed investors its newest phones and other gadgets.
The company introduced the iPhone 18 Pro and Pro Max, new AirPods and new Apple Watch models.
The phones cost more than last year’s similar models.
Apple also showed a smarter Siri that can do tasks inside many apps.
Even with these announcements, Apple’s stock price went down.
One report said the shares fell about 1.53%, while the closing figure was a smaller 0.28% decline.
This may mean investors expected the products to be especially impressive.
They will now watch to see whether customers buy enough of the more expensive phones to increase Apple’s sales.
The launch was also an early leadership test for new CEO John Ternus.
Apple shares fell after the company unveiled the iPhone 18 Pro, Pro Max, upgraded Siri, AirPods 5 and new Apple Watch models.
Reports put the decline at about 1.53% during trading, while Apple closed at $315.34 on September 9, down 0.28%.
The iPhone 18 Pro starts at $1,199 and the Pro Max at $1,299, making both $100 more expensive than their iPhone 17 Pro counterparts.
Apple said its upgraded Siri can perform actions within more than 300,000 apps, including third-party applications.
Investors will assess whether higher-priced devices, AI improvements and the broader product cycle can support expected fiscal 2026 growth of 15%.
- Who
- Apple Inc., led by new CEO John Ternus, and its investors.
- What
- Apple unveiled the iPhone 18 Pro and Pro Max, upgraded Siri, AirPods 5 and new Apple Watch models, while its shares declined.
- Where
- At Apple’s annual product launch event; the articles do not specify a location.
- When
- The products were unveiled on September 9; John Ternus became CEO on September 1.
- Why
- Investors appeared underwhelmed, amid concerns about higher prices, Apple’s AI progress and whether the new product cycle can support growth.
Investor Concerns
Apple’s Product Case
Market reaction
Investor Concerns
The share-price decline suggests investors were underwhelmed and may have already priced in substantial optimism about the new product cycle.
Apple’s Product Case
Apple unveiled several major products and software improvements that could support future sales and engagement.
Higher iPhone prices
Investor Concerns
The $100 price increases for the Pro models could make it harder for Apple to generate stronger unit sales and revenue growth.
Apple’s Product Case
Apple added features such as expanded storage, improved cooling and longer stated battery life that could help justify the higher prices.
Artificial intelligence
Investor Concerns
Investors remain concerned about Apple’s position and progress in AI compared with other major technology companies.
Apple’s Product Case
Apple presented an upgraded Siri capable of performing actions within more than 300,000 apps, including third-party applications.
Key facts
- Apple closing price
- $315.34 on September 9
- Reported share movement
- Shares were reported down about 1.53% during trading; the closing decline was 0.28%, or $0.88.
- iPhone 18 Pro price
- Starts at $1,199 for 256GB.
- iPhone 18 Pro Max price
- Starts at $1,299.
- AirPods 5 price
- $129, or $149 with wireless charging.
- Expected fiscal 2026 revenue growth
- 15%, according to the article.
- Siri app reach
- Apple said the upgraded Siri can work with more than 300,000 apps.
Sources
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