New York, January 22, 2026, 16:19 EST — After-hours
- After the bell, Apple shares edged up 0.2%, finishing just shy of $248.
- Apple announced a four-day Lunar New Year sale in China beginning Jan. 24, offering discounts up to 1,000 yuan on select items.
- Investors are sizing up AI advances, China’s demand trends, and climbing component costs as Apple’s upcoming earnings approach.
Apple Inc (AAPL.O) shares edged up 0.2% to $248.34 in after-hours trading, following the 4 p.m. ET close, after its Chinese website hinted at a Lunar New Year sale offering discounts up to 1,000 yuan on select items. During regular hours, the stock fluctuated between $248.07 and $250.98. 1
Why it matters now: this is as much about pricing as volume, and it comes just before Apple’s next quarterly update. China demand has been fragile for months, and even small price changes can quickly shift sentiment for a company so reliant on premium hardware.
The AI angle looms large over the stock. Without a clear plan for Siri and on-device features, Apple could end up labeled a “great business, slow cycle” play, losing its growth appeal—at least temporarily.
Apple’s Chinese-language terms peg the offer from Jan. 24 to Jan. 27, with discounts linked to specific payment methods and a maximum saving of 1,000 yuan per product. The eligible devices cover various iPhone, iPad, and Mac models, along with select wearables, according to the terms. 2
According to a Bloomberg report, Apple is revamping Siri into an AI chatbot called “Campos,” combining voice and text input and integrating it more tightly into its operating systems. The assistant is said to operate on a premium version of a custom Google model similar to Gemini 3, the report added. Apple has yet to comment. 3
Memory-chip prices are climbing again. Reuters reported that AI infrastructure expansions by companies like OpenAI, Google, and Microsoft have gobbled up a big chunk of the global memory chip supply. Counterpoint expects prices to surge 40% to 50% in Q1. “It is certainly going to show up as higher prices for consumers,” said Jacob Bourne, an Emarketer analyst. Morningstar’s William Kerwin noted that Apple is “better-positioned” but “isn’t immune.” 4
The broader market held up well. The S&P 500 rose 0.53% and the Nasdaq gained 0.91% Thursday, boosted by President Donald Trump stepping back from tariff threats against European allies and signs of U.S. economic strength. Gregg Abella, CEO of Investment Partners Asset Management, summed up the recent volatility saying, “you do not know whether it is Christmas morning or Friday the 13th.” 5
Discounts can backfire: they might boost volume, or signal weak demand needing a push. Either way, if Apple keeps prices steady amid rising costs, gross margins could take a hit. The Siri overhaul remains just a rumor, and timing is crucial — investors often penalize delays when other big tech players are already rolling out updates.
Investors are eyeing the China promotion window running Jan. 24-27, followed by Apple’s fiscal first-quarter earnings on Jan. 29. Management’s comments on iPhone demand, the China market, and input costs could prove as crucial as the actual figures. 6
