AAPL faces potential pullback from event due to 'sell on the news' dynamics unless surprises occur.

Let's talk about "Apple". Stocks did not change much in trading before the market opened here. We have an upcoming event ahead of us. Is there any possibility of it being a motivator today?

It appears that a lot of information regarding this event has already leaked to the market. So , who knows if we might get something that hasn't been reported before. This is an event full of surprises and suspense.

The event begins at 10:00 AM Pacific Time , but the market is expecting the launch of the first foldable iPhone, a " bi-fold iPhone," so to speak. The price of this phone is around $2000, and of course some updates are expected for the iPhone 18 Pro and Pro Max, with updated camera lenses and software updates, in addition to the possibility of updating the Apple Watch itself.

Therefore, many analysts believe that Apple could actually control about 40% of the foldable phone market . We'll see if that actually happens.

We talked about this yesterday. Samsung launched a foldable phone in December , and has effectively stopped producing it due to a lack of demand . So, this will be a new area that many phone manufacturers are trying to break into, but are consumers really ready to buy these products and drive revenue growth?

I think this will be the most important question.

This is clearly the first event where the new CEO takes charge here. Therefore, I think the market already knows what will happen. Unfortunately, Diane, these events are often of the "buy on the rumor, sell on the news" type.

Therefore, beware of a pullback if traders are not surprised by the product offerings we are seeing today.