Apple shares rose 4% on September 22, 2025, bringing their annual growth rate to more than 2%. This made the company the last tech giant to turn a profit this year, CNBC reports.
The company launched its iPhone 17 lineup on September 19, along with updated Apple Watch and AirPods, which gave a boost to the stock. The most attention was drawn to the $999 iPhone Air, which received an ultra-thin design.
Analysts say demand for the new smartphones is strong. According to Bank of America, the average delivery time for the iPhone 17 is now 18 days, compared to 10 days for the iPhone 16 last year. Strong pre-orders have also been recorded in China, a key market for Apple.
Still, the company is lagging behind other industry leaders, due to lower investment in AI chips and data centers. Apple has also delayed a major Siri update until 2026, raising concerns about competition from Google and Microsoft.
At the same time, the new products have received a number of AI features. For example, AirPods Pro 3 learned to translate spoken language, and the Apple Watch uses machine learning to track high blood pressure risks.