The full dataset: 26 events, 4 time windows
What's in it: 26 Apple events between 2001 and 2025. For each one I looked up the AAPL closing price on the trading day before the event, then measured the percent change to the close on the event day (1 day), 5 trading days later (1 week), 30 trading days later and 90 trading days later. All prices are split-adjusted, which is why the 2001 price is $0.34.
How events were chosen and labeled: every major product announcement plus the best-known flops and PR problems. Each event is sorted into a Keynote (the product is announced), a Release (the product ships to customers) or a Crisis (a public problem, not a product). The Hit / Miss verdict is my own label: a Hit became a commercial success; a Miss flopped, was cancelled, or caused bad press.
How to use the table: use the buttons to filter, click a column heading to see what it means, and click any event name for a one-line summary.
| # | Product / Event
The Apple announcement, release or problem being tested.
|
Event date
The day the news became public (dates from Apple Newsroom).
|
Type
Keynote = announced, Release = shipped to customers, Crisis = a public problem.
|
Verdict
Hit = commercial success. Miss = flopped, cancelled or bad press. The author's label.
|
Close before ($)
Split-adjusted closing price on the last trading day before the event. The starting point for every % change.
|
Close on day ($)
Split-adjusted closing price on the event day itself.
|
1 day
% change from the close before to the close on the event day.
|
1 week
% change after 5 trading days.
|
30 days
% change after 30 trading days (about 6 weeks).
|
90 days
% change after 90 trading days (about one quarter).
|
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | iPod (original) unveiled | Oct 23, 2001 | Keynote | Hit | $0.34 | $0.32 | -4.6% | -7.5% | +24.9% | +23.7% |
| 2 | iPhone (original) keynote | Jan 9, 2007 | Keynote | Hit | $3.05 | $3.31 | +8.3% | +11.1% | +4.7% | +28.7% |
| 3 | App Store opens (iPhone 3G) | Jul 10, 2008 | Release | Hit | $6.22 | $6.31 | +1.4% | -1.4% | +0.0% | -48.2% |
| 4 | iPad keynote | Jan 27, 2010 | Keynote | Hit | $7.36 | $7.42 | +0.9% | -3.3% | +9.5% | +21.9% |
| 5 | iPhone 4 keynote (WWDC) | Jun 7, 2010 | Keynote | Hit | $9.14 | $8.96 | -2.0% | -0.7% | -1.6% | +17.3% |
| 6 | Antennagate press conference | Jul 16, 2010 | Crisis | Miss | $8.98 | $8.93 | -0.6% | +3.4% | -3.9% | +24.6% |
| 7 | iPhone 4S keynote ('no iPhone 5') | Oct 4, 2011 | Keynote | Miss | $13.38 | $13.30 | -0.6% | +6.9% | +3.8% | +34.2% |
| 8 | iPhone 5 keynote | Sep 12, 2012 | Keynote | Hit | $23.59 | $23.92 | +1.4% | +6.3% | -6.6% | -31.8% |
| 9 | Apple Maps ships in iOS 6 | Sep 19, 2012 | Release | Miss | $25.07 | $25.07 | +0.0% | -5.2% | -17.8% | -35.1% |
| 10 | iPhone 5c / 5s keynote | Sep 10, 2013 | Keynote | Miss | $18.08 | $17.67 | -2.3% | -10.0% | +2.7% | +6.8% |
| 11 | iPhone 6 / 6 Plus + Apple Watch keynote | Sep 9, 2014 | Keynote | Hit | $24.59 | $24.50 | -0.4% | +2.5% | +4.2% | +7.8% |
| 12 | Bendgate + iOS 8.0.1 pulled | Sep 25, 2014 | Crisis | Miss | $25.44 | $24.47 | -3.8% | -1.8% | +6.8% | +17.5% |
| 13 | Apple Watch release | Apr 24, 2015 | Release | Miss | $32.42 | $32.57 | +0.5% | -0.6% | -1.4% | -16.9% |
| 14 | iPhone 7 / AirPods keynote | Sep 7, 2016 | Keynote | Hit | $26.93 | $27.09 | +0.6% | +3.8% | +8.7% | +11.4% |
| 15 | MacBook Pro Touch Bar + butterfly keyboard | Oct 27, 2016 | Keynote | Miss | $28.90 | $28.62 | -1.0% | -5.0% | -1.4% | +20.0% |
| 16 | iPhone X keynote (also AirPower) | Sep 12, 2017 | Keynote | Hit | $40.38 | $40.22 | -0.4% | -1.7% | -2.7% | +9.6% |
| 17 | HomePod release | Feb 9, 2018 | Release | Miss | $38.79 | $39.10 | +0.8% | +11.1% | +11.4% | +20.2% |
| 18 | iPhone XR/XS revenue warning (reaction day) | Jan 3, 2019 | Crisis | Miss | $39.48 | $35.55 | -10.0% | -2.6% | +7.9% | +19.5% |
| 19 | AirPower cancelled | Mar 29, 2019 | Crisis | Miss | $47.18 | $47.49 | +0.7% | +4.4% | -1.6% | +5.5% |
| 20 | iPhone 11 keynote | Sep 10, 2019 | Keynote | Hit | $53.54 | $54.17 | +1.2% | +3.0% | +12.0% | +48.8% |
| 21 | iPhone 12 (5G) keynote | Oct 13, 2020 | Keynote | Hit | $124.40 | $121.10 | -2.7% | -5.5% | -7.4% | +0.8% |
| 22 | M1 Mac keynote | Nov 10, 2020 | Keynote | Hit | $116.32 | $115.97 | -0.3% | +2.6% | +12.6% | +3.2% |
| 23 | Vision Pro keynote (WWDC) | Jun 5, 2023 | Keynote | Miss | $180.95 | $179.58 | -0.8% | +1.6% | +7.8% | -0.1% |
| 24 | Vision Pro release | Feb 2, 2024 | Release | Miss | $186.86 | $185.85 | -0.5% | +1.1% | -7.0% | +14.0% |
| 25 | iPhone 16 / Apple Intelligence keynote | Sep 9, 2024 | Keynote | Hit | $220.82 | $220.91 | +0.0% | -2.0% | +7.1% | +4.1% |
| 26 | Apple Intelligence Siri delay announced | Mar 7, 2025 | Crisis | Miss | $235.33 | $239.07 | +1.6% | -9.3% | -17.9% | -10.8% |
Green numbers mean the stock was higher than the close before the event, red means lower. Every window starts from the same "close before" price, so the 90-day column includes everything that happened in that quarter, not just the product news. For example, the App Store's -48.2% at 90 days is mostly the 2008 financial crash. The Analysis page breaks the table down and points out outliers like that one. Terms like "split-adjusted" and "trading day" are defined in the Glossary.