According to Dow Jones market data, since the debut of the first iPhone in 2007, the stock has on average declined by 0.3% on the announcement day.

For Apple fans, it's an exciting time again - the iPhone launch event is coming.

This event, named "Glowtime," will be live streamed on the company's official website in Beijing at 1:00 AM on September 10th.

Although Apple (AAPL.O) customers may be interested in the latest changes to the smart phone hardware, such as new colors and upgraded cameras, investors are more interested in the company's revenue-generating artificial intelligence plans.

However, despite Wall Street's eager anticipation of Apple's management's speech on Monday, previous annual iPhone launch events did not have a positive impact on the stocks.

According to Dow Jones market data, since the debut of the first iPhone in 2007, the stock has on average declined by 0.3% on the iPhone announcement day.

However, the stocks typically rise after the event, with an average increase of 2.2% from the announcement day to the launch day. In the six months following the iPhone release, the stocks on average rose by 12%.

However, this year may be different.

"In past events, stocks have fallen after the event and recovered within 30-60 days. If Apple can provide convincing Apple Intelligence/third-party integration demonstrations or any price increases, we may see the stock perform better than previous events," Bank of America analyst Wamsi Mohan wrote in a report on Thursday. He rates the stock as "buy" with a target price of $256.

Apple stock does need a boost. September is typically the worst-performing month in the market, and Apple is no exception. The stock has fallen 2.7% this month, losing $94.9 billion in market cap. Despite this, the stock has risen 16% this year. The S&P 500 index has risen 15%, and the Nasdaq Composite index has risen 14%.

In the first half of the year, Apple's stock price was mostly in a downward trend as the management kept quiet about the artificial intelligence project. It wasn't until the Worldwide Developers Conference in June that the company shared its plans to integrate generative AI into the Apple device ecosystem, and the stock price started to rise.

These updates include AI updates to Siri, image creation, and text organization. Investors are eager to understand how these updates will be integrated into the new phones, the timeline for integration, and what other new products Apple has in store.

Most Wall Street analysts believe that the AI updates will trigger a so-called super upgrade cycle, as these features will not be available to users of older models, forcing them to buy new models to experience these hot new technologies.

"We estimate that there are about 0.3 billion iPhones worldwide that have not been upgraded in the past 4 years," Wedbush analyst Dan Ives wrote on August 27. He rates the stock as "outperform" with a target price of $285. "In our view, with the arrival of this AI-driven upgrade cycle, Apple may sell over 0.24 billion iPhones in fiscal year 2025."

This is significant because the company's iPhone revenue declined in 2023 compared to 2022, and it is expected to continue to decline this year. Sales of these smart devices, which account for a large portion of the company's total revenue, are expected to recover again in 2025.

In addition to any AI updates, Apple is also expected to announce the upcoming smart phone - iPhone 16. According to MacRumors, the high-end Pro model of this phone is expected to have a larger screen size, faster processing chip, and upgraded camera compared to its predecessor.

There may also be announcements about the new AirPods and updated Apple Watch.

Monday could become another 'selling news' event, history could repeat itself, but if investors are enthusiastic enough about AI, Apple's stocks may break past trends.