After weeks of buildup, Apple Inc. (NASDAQ: AAPL) finally pulled back the curtain on its new premium product lineup in years on Wednesday, Sept. 9. Alongside the usual refresh of its premium iPhones, the company unveiled its first-ever foldable iPhone—its boldest reinvention of the iPhone in over a decade.
The market's reaction, however, was notably muted. Apple shares dipped during the event before recovering to finish the day roughly flat, a curiously neutral response to what was billed as a landmark launch. Sure, the stock remains up more than 16% for the year, but it’s still sitting around 8% below July’s all-time high, and the launch-day price action suggests the market wants to see a bit more before sending it back up there.
