While Apple fans are hungry for a new iPhone, some analysts are warning investors from "aggressively buying" the company's stock ahead of its event on Tuesday.
"Everyone is interested and excited in what the company will do on Tuesday, but I don't know if that warrants getting aggressive ahead of what we don't know," said Scott Kessler, an analyst at S&P Capital IQ.
"Apple has done a great job at surprising and delighting consumers and putting down skeptics, but that doesn't mean they are going to be able to keep doing that," he said.
With the exception of the iPhone 5 release, Apple's six-month and 12-month returns after the release of a new iPhone have been generally positive for shareholders, even though the stock usually drops immediately after a product launch.
(See how Apple's stock performed after each major product launch since 2007 in our series of charts below)