Abstract
Most of us know about, probaly even closely follow, Apple’s new iPhone reveal every year in September – just like billions of other people globally. This type of new product announcements are designed for several reasons such as creating consumer demand and informing investors so that Apple’s stock price is positively affected on the basis of this positive information. Despite the latter’s importance, however, in general, the reactions from investors are not unequivocally positive but at best mixed to Apple’s or any other brand’s new product announcements. But why? In our research we tried to find an answer to this question by considering how these brands first announced to the public their intent to produce a new product in the near future.