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Building upon yesterday’s Chart of the Day, we took a look into Apple’s (AAPL) intraday performance on iPhone announcement days. Today is one of those days, and although we couldn’t locate the exact announcement time for each day going back to 2008, the ones that we did find occurred at 1 PM Eastern, which is highlighted in red below.

As you can see, the stock has tended to sell off during the first hour of the day before slowly trudging higher until 1 PM Eastern. However, once the event begins, the stock has tended to decline in a sell-the-news reaction. That weakness has tended to last most of the afternoon until the final 40 minutes of trading when the stock has tended to bounce back a bit. For the entire day. AAPL’s stock has, on average, declined 78 basis points on the day of prior iPhone announcements since 2008. 

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