NEW YORK, Jan 22, 2026, 09:34 EST — Regular session
Apple shares edged up 0.4% to $247.65 in early Thursday trading, as the spotlight stayed on the iPhone maker following new developments from China and efforts to revamp Siri.
Apple faces a pivotal week as it prepares to release first-quarter earnings on Jan. 29. Investors are eager for clear insights on holiday sales and any changes to margin forecasts or the services segment.
In this environment, even minor signals carry weight. A price shift in China could signal changing demand, while the Siri developments show how fast Apple might catch up on consumer AI without disrupting its iPhone business.
Apple announced on its website that it will slash prices by as much as 1,000 yuan ($143.60) on certain iPhone, Mac, iPad, and Apple Watch models in China from Jan. 24 to Jan. 27. The new iPhone 17 is not part of the promotion.
Another piece fed the AI buzz surrounding the stock. Bloomberg News reported that Apple intends to overhaul Siri this year, transforming it into the company’s first AI chatbot, integrated more extensively across iPhone, iPad, and Mac platforms. Apple declined to comment when Reuters reached out.
Regulatory scrutiny is on the rise again. Apple has petitioned a Delhi High Court judge to block the Competition Commission of India from accessing its global financial records amid an app store investigation, court documents reveal. The company is also contesting India’s penalty framework. The case is set for a hearing on Jan. 27.
Costs remain a key issue heading into earnings. A Reuters report on soaring memory chip prices pointed to Apple’s advantage over smaller competitors, thanks to its reliance on contract pricing—long-term agreements that help lock in costs—versus the unpredictable spot market. Still, analysts warn Apple might need to hike prices eventually. “Apple is better-positioned,” said Morningstar’s William Kerwin, “but it isn’t immune.” Reuters
Apple’s subdued shift unfolded as market sentiment firmed. Wall Street’s key indexes looked poised to push higher after President Donald Trump eased tariff threats against Europe. Investors kept an eye on the personal consumption expenditures price index, the Fed’s preferred inflation measure, scheduled for release at 10 a.m. ET.
Still, the straightforward story remains out of reach. Discounts in China might boost unit sales without improving profit per device. Meanwhile, a bigger-than-anticipated rise in component costs could trigger tough choices between margin and pricing — particularly if demand weakens.
Traders face a packed schedule: Apple kicks off its China promotion on Jan. 24, the India court hearing follows on Jan. 27, and Apple’s earnings drop Jan. 29. U.S. inflation numbers are also expected later Thursday.
