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‘Worst Kept Secret’ Apple Event Still Gets Attention: Tech Watch

  • Shares almost always slip on Apple’s fall iPhone launch days
  • Pricing to be watched for signs Apple can preserve margins
Bloomberg business news
Power On: Apple's iPhone 14
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Investors hoping that the introduction of a new line of iPhones will help Apple Inc. shares rebound to their January record may be in for a disappointment if history is any guide.

The stock has fallen seven times on the day the company has launched a model in the past decade. When it announces the new iPhone Wednesday, Apple is likely to take shareholder-friendly steps such as higher prices to cushion its margins from inflationary pressures, analysts say. Such moves, though, come during a weakening economy that may make buyers reluctant to pay more for a handset.