https://www.cnbc.com/2017/09/12/apple-stock-movement-during-iphone-x-event.html

Apple investors bought its shares during the build-up to the latest iPhone announcements Tuesday, but then sold the news.

Apple shares were trading at $161.37 at 1 p.m. Eastern time, when the event began, and climbed as high as high as $163.75 at 1:55 p.m., when CEO Tim Cook began talking about the iPhone.