New York, Feb 23, 2026, 10:36 (EST) — Regular session underway.
Apple Inc shares climbed 0.9% to $267.03 during Monday morning trading, following a close at $264.58 on Friday.
Big tech bounced around after President Donald Trump rolled out a fresh 15% import duty, leaving the Nasdaq lower by roughly 0.5%. Amazon and Tesla each slid about 2%. “You simply can’t bet against Trump. He wants tariffs, and he’s going to find a way to implement them,” said Thomas Hayes, chairman at Great Hill Capital LLC. Reuters
Why it matters now: Apple occupies a tricky spot between shifting consumer appetites and trade policy moves. Hardware margins don’t leave much room for surprises on costs or prices, and this month, traders wasted no time adjusting their bets.
Investors are eyeing Apple’s spring lineup as Bloomberg’s Mark Gurman points to a flurry of product news over three days, starting March 2 and wrapping up March 4, according to TechCrunch. Gurman flagged the possibility of at least five devices debuting—including a budget MacBook and an iPhone 17e—while refreshed iPads and Macs might also make the cut. The stretch is set to end with a “special Apple experience” for the press. TechCrunch
Looking ahead, Apple’s 2026 annual meeting is slated for Tuesday, Feb. 24, kicking off at 8:00 a.m. Pacific via virtual format, according to a proxy statement. On the agenda: shareholders will weigh in on several proposals, among them the “China Entanglement Audit”—a measure the board opposes. SEC
Apple just wrapped up a robust holiday quarter, fueled by iPhone 17 demand that pushed revenue up 16% to $143.8 billion. For the March quarter, the company is looking at revenue growth between 13% and 16%. CEO Tim Cook described demand as “staggering,” according to Reuters. Still, eMarketer analyst Jacob Bourne warned, “The backdrop of inflation-fatigued consumers and an ongoing memory chip shortage will pressure hardware margins.” Reuters
Still, that setup doesn’t always last. Tariffs have a way of jolting input costs, and investors know just how fast component prices can pinch gross margin — that’s the bit of sales left once costs are covered.
The worldwide shortage of memory chips isn’t going away. “There are different levers that we can push, and who knows how successful they’ll be, but there’s just a range of options,” Apple CEO Tim Cook told reporters earlier this month, when asked about the possibility of higher iPhone prices, according to Reuters. He wouldn’t commit either way. “This is a two-sided sword,” IDC’s Nabila Popal said. Reuters
Apple shares have often served as a gauge for the consumer’s appetite for pricier goods—and whether major brands can keep margins intact without sacrificing demand.
March 4 is circled: Apple’s calling journalists in for what it’s labeling the “Apple experience,” right after what Gurman called a batch of announcements. Traders will track if the lineup hits without a hitch—and whether tariffs keep as background chatter or show up as actual costs.
