Apple (AAPL) remains in the market spotlight ahead of WWDC 2026, where investors are expecting major updates related to Apple Intelligence and the next-generation Siri platform. After criticism over the slow rollout of AI features, the company is attempting to regain momentum in the artificial intelligence race.
Analysts believe the upcoming presentation could become an important catalyst for Apple shares, especially if the company demonstrates deeper AI integration across the iPhone, iPad, and Mac ecosystem.
Strong earnings continue to support AAPL shares
Apple’s latest quarterly results came in stronger than market expectations. The company reported record revenue of $111.2 billion and net profit of $29.6 billion, while iPhone sales once again became the main growth driver thanks to strong demand for the iPhone 17 lineup. At the same time, Apple’s services business continues to deliver record performance and remains one of the company’s key margin drivers. Additional support for the stock came from a new $100 billion share buyback program.
AI, tariffs, and China remain key risks
Despite the positive market sentiment, investors continue to closely monitor risks surrounding Apple. Among the main concerns are potential new US tariffs, the company’s dependence on the Chinese supply chain, and questions regarding the pace of AI development. Additional attention was drawn to a class-action lawsuit related to the marketing of Apple Intelligence and Siri features, which the company agreed to settle without admitting wrongdoing. Analysts also note that competition from Microsoft, Google, and Samsung in the AI segment remains extremely intense.
What’s next for AAPL
In the short term, AAPL’s performance will largely depend on WWDC 2026 and how convincingly Apple presents its AI strategy. For now, the market maintains a positive outlook on the stock thanks to resilient services growth, strong cash flow generation, and a highly loyal user ecosystem.
If the current momentum continues, analysts believe AAPL could extend its rally toward new highs. However, weaker-than-expected AI updates or worsening developments related to tariffs and China — risks I previously discussed in Apple holds near record highs as strong earnings and AI expectations support growth — could trigger increased volatility.
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