Apple Stock Rises 18% Ahead of Sept. 9 Event: Can It Keep Climbing?
Apple's stock has surged by 18% so far this year, putting it ahead of major tech peers like Microsoft and Alphabet. With the company's highly anticipated Sept. 9 product event just days away, investors are wondering whether Apple's stock still has room to climb or if the recent rally has already priced in the good news.
The Sept. 9 event is expected to be one of Apple's biggest product moments in years, with rumors suggesting the company will unveil the iPhone 18 Pro and iPhone 18 Pro Max, along with new Apple Watch models. According to Zacks, the event will also mark the first major product launch under CEO John Ternus, who took over from Tim Cook on Sept. 1 after nearly 15 years at the helm.
One of the biggest surprises expected at the event is Apple's potential foldable iPhone, reportedly called the iPhone Ultra. The device is said to have a 5.5-inch display when closed and a 7.6-inch display when opened, marking a major design change for the company.
Apple's business is already showing strong growth before the new products arrive, with total revenue rising 16% year over year to $109.4 billion in the June quarter, while iPhone revenue jumped 22% to $54.3 billion. The iPhone remains Apple's biggest revenue driver, and the company expects iPhone revenue growth in the mid-teens in the September quarter.
Another major reason investors remain bullish on Apple is its Services business, which has built a huge ecosystem of active devices, giving it a large customer base for services like subscriptions and digital offerings. According to 24/7 Wall St, Apple had more than 2.5 billion active devices as of the first quarter of fiscal 2026.