Apple Investors Approach New Products with Caution

Retail investors approached Apple's recent product event with caution rather than enthusiasm, according to Webull UK chief executive Nick Saunders.

The muted response from retail investors should not be over-interpreted, Saunders said. He noted that a general lack of enthusiasm for tech has led to a reluctance to buy into the hype, with many taking profits ahead of the launch.

However, Saunders cautioned against drawing firm conclusions from the reaction, pointing out that Apple shares tend to weaken after launches before recovering. In fact, he stated that stock drops 70% of the time following a new product launch, with prices often regaining ground in the next month or so.

The Webull UK boss also argued that investors are focused on Apple's AI strategy, rather than just the hardware showcased at the event. He believes the key issue is whether combining hardware and AI can justify a higher-priced category.