Apple’s (AAPL) 2025 has mostly been a grind.
Year-to-date, the stock’s down 4%, despite the modest August bounce. Nevertheless, its June quarter was a stark reminder of its staying power.
It posted a superb $94 billion in sales, up 10% year-over-year, while its EPS of $1.57 surged 12%. Also, its iPhone sales surged an impressive 13% and Services hit a record high.
Now all eyes are on the September 9 “Awe-Dropping” event, and Goldman Sachs says the setup ahead of the program seems different.
That may be the difference between coasting through the year and catching a second wind for Apple and its investors.
Apple knows how to build anticipation, and it’s doing just that with its upcoming special event, “Awe-Dropping,” on September 9.
Though details are mostly scarce, expectations are mounting that Apple will reveal the hotly anticipated iPhone 17 series alongside a new Apple Watch.
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However, the event isn’t just about product excitement, and it could potentially mark a turning point for Apple stock, according to Goldman Sachs analyst Michael Ng.
“Overall, we view the iPhone 17 line-up as supportive of sustaining iPhone revenue growth from F2025 into F2026.”
For perspective, Michael Ng is a Goldman Sachs Wall Street analyst profiled on TipRanks, with a tremendous 58% success rate and an average return of +11.5% per rating.
Historically, Apple’s flashy launches haven’t really moved the stock much, but this time things could be different.
Ng points to multiple tailwinds in motion, including price hikes for iPhone 17 Pro, carrier promotions, and hardware upgrades that will likely compel users to upgrade.
On top of that, there’s the compute power leap, which will layer into Apple’s AI-enhanced Siri, which is expected to be released in 2026. This ties directly into Apple Intelligence, its upcoming AI suite.
Ng writes:
“We reiterate our buy rating on AAPL and forecast iPhone revenue to grow +5% YOY in F2025E before accelerating to +7% YOY growth in F2026E.”
iPhone 16 takes the lead, but market share remains competitive.
The iPhone 16 series was launched in September last year, and it wasted no time in climbing to the top.
According to Counterpoint, the base model became the world’s best-selling smartphone in Q1 2025, blowing past its Android rivals and previous iPhone cycles. Additionally, Pro and Pro Max landed in the top five global rankings.
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In the U.S., demand remained resilient. Sell-through jumped 10% year-over-year in Q2 2025, led by aggressive carrier promotions and a value-friendly base model. Also, its premium offerings line held its ground, helping Apple preserve its margins.
China showed a healthy boost as well. Initial sell-through beat iPhone 15 by 20%, and Apple logged strong high-single-digit growth in Q2 2025, led by Pro/Pro Max buyers.
Still, Apple is up against some tight competition.
Although it dominated individual model sales, Samsung effectively led global brand share in Q1 2025 (20% vs. Apple’s 18%) as Android makers jumped in low-end volume recovery.
Hence, despite iPhone 16 enjoys a volume edge, especially in the U.S. and China, its total market dominance remains checked by Android’s pricing benefit and emerging market strength.
With Apple’s September event looming, all eyes are on the iPhone 17 series and next-gen Apple Watch.
Together, these cutting-edge new products from Apple offer the best shot at reigniting growth for the Cupertino giant.
Analysts in particular highlight that the launch marks a major turning point in Apple’s upgrade cycle.
More News:
Though previous iPhone refreshes leaned mostly incremental, the 17 series is expected to deliver a punch. Similarly, the Apple Watch 11 is poised to push deeper into health, unlocking new stickiness in the company’s potent wearables ecosystem.
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Ultra-thin “iPhone Air” targeted at mid-premium users
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Price hike expected for Pro models
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Broader use of ProMotion displays and Wi-Fi 7
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Stronger front camera (24MP rumored)
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Sharp tweaks for the rear camera layout for higher-end imaging processing
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Introduction of liquid glass for better durability and matte finish
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Enhanced internal cooling and battery efficiency, critical for AI-enabled features like the new-and-improved Siri
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S11 chip for greater speed and efficiency
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Blood-pressure trend alerts
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Satellite or 5G RedCap support
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watchOS 26 with AI-style fitness and gesture features
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This story was originally reported by TheStreet on Sep 5, 2025, where it first appeared in the Technology Business News section. Add TheStreet as a Preferred Source by clicking here.