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Byte of the Apple January 16, 2008, 4:25PM EST

Measuring Macworld's Keynote Bounce

Charting the reactions of Apple investors after the annual presentation by the man in the black mock turtleneck

by Arik Hesseldahl

Looking to make a quick buck on Apple (AAPL) shares in the aftermath of this year's Macworld disappointment? Good luck. History shows that Apple's stock pares both gains and losses within days.

The table below shows the percentage change in the stock immediately after the keynote speech by Apple CEO Steve Jobs, and 10 days later.

Year Products Announced Same-Day Share Move (%) 10-Day Share Move (%)

2008 MacBook Air, Movie Rentals -5.4 TBD

2007 iPhone 8.31 1.44

2006 Intel imac, MacBook Pro 6.32 0.05

2005 iPod shuffle, Mac Mini -6.38 4.76

2004 iPod Mini, Xserve G5 -0.36 1.98

2003 17-in., 12-in. PowerBook G4 -0.27 -6.85

2002 iMac, iPhoto -3.38 -7.93

2001 PowerBook G4, PowerMac G4, iTunes 3.86 23.79

2000 OS X 1.48 3.98

1999 PowerMac G3, Color iMacs, Studio displays 5.04 -1.65


Average same-day share move: 4.68%
Average same-day share move, excluding outliers (2007, 2001): -3.57%

Average 10-day share move: 21.04%
Average 10-day share move, excluding outliers (2007, 2001): -4.22%

Hesseldahl is a senior writer for BusinessWeek.com and his Byte of the Apple column, covering all things Apple, appears biweekly at www.businessweek.com/technology.

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