| Summary: | 碩士 === 國立臺北大學 === 國際財務金融碩士在職專班 === 104 === Since Apple Inc. launched the first iPhone in 2007, every new model of the product has been provoking smartphone market growth and enriching mobile application. The most successful smartphone transforms its users’ lifestyle and keeps the NO.1 market share. Therefore, how the new iPhone announcement impacts the stock price of the value chain companies causes investors’ concern.
The study will find out the announcement effects of 3 important iPhone-related announcement dates: WWDC (The Apple Worldwide Developers Conference), the worldwide new iPhone launching ceremony, and the Taiwan new iPhone launching ceremony. We use event study as the methodology, choose sample companies from the supply chain vendors and channel companies in Taiwan, and verify the abnormal returns and cumulative abnormal returns from 2010 to 2015(iPhone 4 to iPhone 6s).
The empirical results show that: first, WWDC announcement effect does cause significant positive abnormal returns before the event date. Second, the worldwide-new-iPhone-launching-ceremony announcement effect makes significant positive abnormal returns happen; however, the positive abnormal returns immediately reverse to the negative abnormal returns. Third, the Taiwan-new-iPhone-launching-ceremony announcement effect is quite different and leads to significant negative abnormal returns.
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