Apple Investors Take Profits Ahead of Launch

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

He noted that a general lack of enthusiasm for tech meant retail investors had not been streaming into the market, with trading suggesting many had taken profits ahead of the launch.

'It looks as though investors had been taking profits ahead of the event, suggesting a reluctance to buy in to hype,' Saunders said.

However, he cautioned against drawing firm conclusions from the reaction, noting Apple shares tend to weaken after launches before recovering. 'I would be cautious about reading too much into this reaction, Apple stock drops 70% of the time following a new product launch with stock often regaining ground in the next month or so,' stated Saunders.

The Webull UK boss also argued that the market's focus lies well beyond the hardware on show, including the new foldable iPhone Duo. Investors are far more focused on Apple's AI strategy, particularly the rollout of the 'Apple Intelligence' version of Siri in beta, a critical factor for the stock's longer-term path.