LIVE MARKETS-Apple's August surge sets the stage for a high-stakes September

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APPLE'S AUGUST SURGE SETS THE STAGE FOR A HIGH-STAKES SEPTEMBER

Apple shares AAPL.O roared back in August, rising close to 12% for its strongest month gain since May 2024 and beating the S&P 500 .SPX, which rose 1.9% month. The rebound pared the iPhone maker's losses for the year, although the shares are still down roughly 7% for 2025.

The rally followed Apple's strongest quarterly results in years, with double-digit growth across key segments and the fastest revenue expansion since 2021. A 4% rise in Greater China revenue eased worries about competitiveness in a pivotal market.

But investor focus is shifting to what comes next, particularly Apple's AI strategy.

"AI is going to play a huge role this month if shares are to continue moving higher. Big tech is sprinting ahead on AI, and Apple is barely out of the blocks," said Josh Gilbert, market analyst at eToro, underscoring investor focus on clearer paths to monetizing on-device features.

All eyes now will turn to the "Awe Dropping" event next week, where Apple is expected to unveil the iPhone 17 lineup, including a thinner "iPhone 17 Air," alongside updated Apple Watch and AirPods models.

History often shows a stock rally into product launches followed by cooling once the details land, a pattern that could test the durability of August's advance. A widely expected Federal Reserve rate cut in September could ease consumer pressure and support an upgrade cycle if the devices impress.

Investors will be watching for early demand signals and any clues that Apple can turn new AI features into services revenue. For now, the stock’s edge over the S&P 500 gives it a tailwind. September will reveal if that lift turns into lasting momentum.

(Akash Sriram)

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