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Apple’s forthcoming launch of the iPhone 17 could see the stock slip as investors treat the new handset as a “sell the news” event, if history is any guide, although better-than-expected artificial intelligence news could help buoy shares. “If Apple surprises with a compelling demo of Apple Intelligence/third party integrations or with any unexpected price increases, the stock may fare better than past events,” Bank of America analyst Wamsi Mohan wrote on Monday. Shares have advanced about 9% in August alone. Data compiled by BofA showed that nine of the past 21 iPhone launch events have seen Apple stock slip the day after, although shares have historically recovered and notched positive price action in the following 60 days. The forthcoming event comes as Apple notched its biggest revenue growth in four years last month. largely driven by iPhone sales. Apple CEO Tim Cook told investors that the company planned to “significantly grow” its artificial intelligence investments. The analyst said that he will be listening for any further details on Apple Intelligence, as well as Apple’s plans to overhaul Siri. On Friday , Bloomberg news reported that Apple recently looked into potentially using Google’s Gemini artificial intelligence model for the planned update to Siri. “We would be on the lookout for any further examples of AI integration and enhancements, including better integration with Apps and Siri. We will look for any signs of further integration of large language models for general queries,” the analyst said. Apple stock is down nearly 9% in 2025, even with the recent comeback. Apple confirmed on Tuesday confirmed the iPhone launch event for Sept. 9 .
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