Update: This seemed to sum things up in Cupertino perfectly - Steve Wozniak is wandering around. He said he is excited to see the new iPhone features, especially the facial recognition. He likes the feature a lot on his Samsung phone.
Oops: APPLE EXEC'S FIRST ATTEMPT TO USE FACE UNLOCK FAILS, EXEC SWITCHES TO BACKUP PHONE - APPLE EVENT
It appears the excitement has faded...
1301ET BLACKBERRY ENTERPRISE UPDATED TO AAPL IOS 11 MOBILE OPER SYSTEM
The stock ran up excitedly into the event...
1307ET APPLE TURNS POSITIVE AS PRODUCT EVENT BEGINS
1319ET Apple Watch - *FOSSIL SHARES DIP AS APPLE CLAIMS TOP POSITION IN WATCHES
1328ET APPLE UNVEILS LTE-ENABLED APPLE WATCH SERIES 3 (stock surges), APPLE SAYS WATCH SERIES 3 WILL BE AVAILABLE 'NEXT MONTH', APPLE SAYS SERIES 3 WITH CELLULAR TO START AT $399
Bloomberg notes that it is interesting that the ad they show for Apple Watch pitches it as a music device. We’ve seen the marketing pitch for the device evolve -- first it was a luxury device, then last year they pivoted toward selling it as a health and fitness accessory. Now music is a selling point. One of the apps not mentioned in relation to the Watch: Spotify. It’s likely Apple will use its product as a way to push Apple Music, part of its plan to increase services revenue
1341ET APPLE UNVEILS APPLE TV WITH 4K RESOLUTION SUPPORT (stock drops), ALL MAJOR MOVIE STUDIOS HAVE SIGNED UP TO DELIVER 4K, ADDS LIVE SPORTS AND NEWS TO APPLE TV APP,
1353ET APPLE TV 4K TO COST $179 (stock gains on price)
1356ET APPLE UNVEILS NEW IPHONE
1356ET APPLE UNVEILS IPHONE 8 AND IPHONE 8 PLUS WITH GLASS BACK, (stocks sinks) AVAILABLE IN SILVER, SPACE GRAY AND GOLD, ADDS NEW LIGHTING PHOTO FEATURE CALLED PORTRAIT LIGHTING, INTRODUCES WIRELESS CHARGING FOR IPHONE 8
1415ET APPLE SAYS IPHONE 8 TO START AT $699, 8 PLUS AT $799, SAYS IPHONE 8 PREORDERS START SEPT 15, TO SHIP ON SEPT 22 (stock gains)
1417ET APPLE CEO TIM COOK SAYS CO. HAS `ONE MORE THING'
1418ET APPLE UNVEILS IPHONE X, APPLE SAYS IPHONE X DISPLAY IS OLED, DUBS IPHONE X 5.8-INCH DISPLAY `SUPER RETINA DISPLAY' IPHONE X ELIMINATES THE HOME BUTTON, IPHONE X HAS FRONT-FACING INFRARED CAMERA, DOT PROJECTOR, FACIAL RECOGNITION DUBBED `FACE ID'
1444ET APPLE SAYS AIRPOWER CHARGER TO BE AVAILABLE NEXT YEAR
1449ET APPLE IPHONE X TO START AT $999, IPHONE X TO BE AVAILABLE IN 64GB AND 256GB, PRE-ORDER OCT 27, SHIP ON NOV 3RD
And that ship date sent the stock to the Lows of the day...
* * *
As we detailed earlier, anticipation is sky high as CEO Tim Cook prepares to unveil Apple's latest iPhones (and 'one more things') from The Steve Jobs Theater at the new Apple 'spaceship' Campus.
As CNET reports, for the past eight months, we've watched a parade of flagship phone launches, from power players like Samsung with the Galaxy S8 to scrappy players like Motorola with its family of Moto phones. Premium phones with not-so-premium prices like the OnePlus 5 have also competed for our attention.
Meanwhile, rumors about the next iPhone kept trickling out thanks to leakers and established publications alike.
Apple is set to cut through all the noise with the official unveiling of at least one new iPhone (and maybe more), as well as the rumored release of updates to the Apple Watch and Apple TV. There's also a chance we get more details on the forthcoming HomePod smart speaker.
Live Feed (via CNET):
What are we expecting...
A weekend leak of some unreleased iOS 11 code may have spoiled all the surprises Apple had in store for tech fiends at tomorrow’s big iPhone event, with John Gruber of Daring Fireball calling the leaker “the least-popular person in Cupertino.”
There is expected to be three new phones. Two will at least be modest upgrades to the iPhone 7, getting beefier chips and the like.
The phone people really care about -- in imagination, if not necessarily spending plans (yet) -- is the 10th anniversary version of the phone.
While Apple was typically quiet about its plans, by now the world has a pretty good sense of the feature set.
The phone is expected to be Apple’s first with an organic light-emitting diode, OLED, display, which will be larger at 5.8 inches, and sharper, than the previous LCD displays.
Hold on to your hats: Apple ditched the home button in the phone, which is expected to now be unlocked through facial-recognition technology.
The phone is also expected to offer wireless charging and 3D sensors that enhance the performance of coming augmented-reality apps.
What will the stock do?
UBS technology analyst Steven Milunovich says there’s a distinct pattern in how Apple’s stock price reacts to these product launches.
“Based on the last five iPhone announcements, the stock has a reasonably consistent pattern: down in the two weeks preceding the event; up/down 1-2% the day of the event; up between the event and launch (phone availability about two weeks later); weak in the two weeks post launch; and then up going into earnings,” he wrote in a note out Tuesday morning.
“We think there is somewhat greater near-term downside risk this time though we expect the stock to outperform over the next 6-12 months.”
Here's how the stock has moved before, during, and after previous iPhone announcements, relative to the S&P 500: