The hype and hoopla surrounding the launch of Apple Inc.’s (AAPL – Free Report) much-awaited iPhone X will finally end today at an event in Steve Jobs Theatre, CA. The occasion will mark the 10th anniversary year of the highly coveted smartphone.

Promising iPhone Features

The latest  leaks suggest that the new iPhone will feature a stunning new design and plenty of extras, which will give it a major upgrade over its predecessors. The smartphone will include 5.8-inch edge-to-edge OLED display for the first time with no home button, facial recognition software, augmented reality directions, new dual-lens camera, and wireless charging. It is strongly rumored to be called iPhone X.

Additionally, iPhone X is expected to be the company’s most expensive handset ever with an estimated cost of $1,000 in the United States and £1,000 or more in United Kingdom. History suggests that the new iPhone will be available for pre-order from Sep 15 and likely hit stores on Sep 22.

Launch of Other Products

Apart from this, the iPhone maker will likely unveil the upgrades to iPhone 7 and iPhone 7 Plus and call them iPhone 8 and iPhone 8 Plus. The company is also expected to release the third generation of the Apple Watch, which could come with LTE capabilities, and the new generation of Apple TV with 4K and HDR video support.

How Apple Shares Will React?

As per the report by RBC Capital Markets, the launch of the first revolutionary iPhone 4 and iPhone 4S in June 2010 led to an average gain of 20.5% and 48.4%, respectively, for 180 days while shares of AAPL was down an average 35.4% 180 days after the iPhone 5 launch. The launch of iPhone 6 and iPhone 7 again drove the 180-day stock price by an average of 27.2% and 22.2%, respectively.

Based on the history and hype surrounding the 10th-anniversary iPhone, shares of Apple could suffer if the new iPhone X does not meet expectations. The stock saw no earnings estimate revision over the past 30 days for the current fiscal year while estimates have gone up by a nickel for the next fiscal year.