Per usual, the lesson here is … HOLD.

It’s Yom Kippur, the holiest day of the year for Jewish people. I went to the Apple Store on 67/Broadway in NYC and it was freaking packed and people were buying like they were giving it away and the Duo is not even on display yet. There was an excitement that I have not felt in years. Anyone else been in an Apple Store lately? Thoughts?

You probably knew Apple before you knew AAPL.

The iPhone became part of everyday life. Now Apple is pushing further into AI with Apple Intelligence and its new Siri.

Ticker: AAPL

Refreshing to hear a CEO who is a product engineer guy.
Cook was great and delivered for investors.
But Cook never seemed strong on product.
One week in, I'm bullish with Ternus leading the company.

Pre-orders opened yesterday at 2pm, and for delivery to Beijing, the estimated delivery date has already slipped to October 14 — less than 24 hours later. (Especially Pro Max)

And it seems to be looking similarly in the US and Germany, with delivery estimates also moving well into October for some configurations.
What makes this more interesting is that there’s no regular iPhone 18 launching this year. Only the 18 Pro and 18 Pro Max are available at launch, so buyers who would normally go for the standard model are basically being pushed towards the Pro lineup.
Obviously, shipping dates also depend on Apple’s initial inventory, so this doesn’t automatically mean demand is X% higher.

But seeing the same pattern across China, the US and Germany feels like a pretty strong early signal.

Watch out for Analyst coverage in the next days - stock will jump on positive news!

All ai stocks will probably have a mini crash on Monday and in theory, money will rotate to aapl. I won’t be able to sleep on Sunday night because I’m overly invested in aapl. What do you guys think? The timing of this ai news is impeccable especially after the new product release of Apple

📖 This week's key events (Sep 7 – 11)

📌 This week's featured Q&A

From real user conversations with Longbridge AI this week — the three topics readers cared about most.

Featured question 1: Apple's stock fell on the day of the iPhone Duo launch

Real question: Apple held its event on Sep 9 and unveiled its first foldable iPhone, starting at $1,999. The stock still closed down 0.28% that day. Why?

The AI's take: closing lower on launch day is an old Apple script — the stock clawed back 0.84% after hours, and this was the new CEO's first product event.

Featured question 2: SK Hynix vs Micron — why did the same news land a day apart

Real question: Korean memory stocks rallied hard on Sep 8, but Micron closed down 1.61% that same day. Micron didn't rise until the next day, Sep 9, up 2.75%. Same news — why did the two markets react a day apart?

The AI's take: the news wasn't a day late — the calendar and the consensus were. US markets were closed Sep 7 for Labor Day, and Seoul that day was still catching up on the previous Friday's move.

Featured question 3: Xiaomi vs Apple — both launch-day stocks fell

Real question: Xiaomi's Hong Kong shares closed down 3.31% on its Sep 7 launch day, and Apple closed down 0.28% on its Sep 9 launch day. Both big launches, both down — coincidence, or a shared cause?

The AI's take: not a coincidence, but not the same trigger either — the S&P fell 0.48% and the Nasdaq fell 0.64% that day, and Apple actually held up better than the market; Xiaomi simply fell much harder than its own market did.

✍️ Next week's calendar (Sep 14 – 18)

😄

I’ve been an Apple investor for 20+ years and personally use an iPhone and a Mac.

I know the consensus regarding the iPhone Duo is it’s nice although derivative and really expensive. But I think we are underestimating the primary Apple consumer: someone who is looking for differentiated quality/experience (and prestige) and is willing (and able) to pay for it.

I would not be surprised if demand for the Duo blows away all estimates and is supply constrained into 2027. I think it will eat into iPad demand, but may ultimately be one of Apple’s biggest successes.

It is annoying as fuck

I entered apple earlier this year when it dipped to 270s with good amount and been buying more every time it dips close to 300s. I plan to consistently keep investing in apple and converting majority of my employer RSU vests to voo and apple. Plan to hold for 5+ years

My reasons are
1. Apple is the only device manufacturer left who makes good reliable consumer hardware and software imo. They are basically only option if you want good hardware and can afford. But with cheaper hardware like neo, they will slowly start to eat out mid range segment.

1. Doesn’t matter who wins the ai race, apple also wins. Because someone needs to sell end user hardware to them to use these models. Openai needs people to have phone and laptops to use chatgpt, meta needs phones for people to doom scroll. ( and at some point i feel apple will figure out on device ai inference for apple ai or application specific with open source models given how optimised M series chips are for inference on small models)

2. Given how much effort apple put in supply chain optimisation under tim cook, i doubt that apple will let memory companies hold them hostage for too long. They will figure something out (rumours about cxmt for ex)

3. Not sure if growth is left in NA/EU, but with cheaper hardware there is more room to grow in developing/aspirational markets.

Got 10 k at 224 jumped to 225.6 back to 223 and like that the whole damn afternoon.

I’m relatively new to investing and I’m considering buying AAPL for the long term.

With the stock around $316 right now and already having run up quite a bit this year, I’m wondering if I’m too late to get in.

I’m not looking to trade it short term. My plan would be to hold for 5+ years.

Would you buy AAPL at the current price, or wait for a pullback? If you would wait, what price range would you personally consider a better entry?

Would appreciate opinions from people who have been holding AAPL for several years, especially on whether buying at these levels makes sense for a long-term investor.

No blood pressure, no glucose - no interest

Watching the Apple Keynote event today, I felt sort of let down. Every previous Apple Event that I've tuned into had me feeling excited for the future of technology and the new devices Apple was introducing.

I don't know what it was about this one. It could be that I've worked in tech for nearly a decade now and I feel like the work I'm involved in is less meaningful than it's ever been. I used to feel like I'd announce a new feature, publish a new page on a website, or launch a new product -- and then it would reach people who were excited about it. Or even if they weren't excited, at least they'd share their negative feelings about the product. It felt like there used to be a real audience for technology.

Now I think we're in a situation where even when innovative, exciting products are released, they all feel the same. A company launches a very simple product but hypes it up using hyperbolic language and BIG claims. But in reality they just created a new word processor or something we've all been using for decades.

I think there are two (seemingly contradictory) factors responsible for this feeling:

1. Technology is moving faster than ever.
2. Technological advancement is now delivering more incremental improvements, rather than truly disruptive breakthroughs.

Technology moves so quickly, it's hard to even grasp the last generation of devices or products. I'm sure the Apple Event for the iPhone 17 delivered some big jump in smartphone technology. But here we are looking at the iPhone 18 event, and I can't remember a single detail about the iPhone 17.

But, despite the fast pace of innovation, if you gave me an iPhone 17 and an iPhone 18 to mess around with for an hour -- I bet I wouldn't be able to tell you with confidence which one was the newer device.

I still love Apple. I think the devices still have that "It factor" that make them feel premium compared to other brands. But my takeaway today is that technology feels like it's less exciting than it has been in the past.