The date ha been set. Mark September 9th on your calendar if you’ve been eagerly waiting for Apple’s (AAPL) unveiling of the new iPhone or the Apple iWatch … or perhaps both. Although the company didn’t specifically say what its focus would be at the upcoming Apple event, it’s almost certainly going to feature at least one of those two new products.

Of course, now that we have a firm date for the Apple event, the $64,000 question investors are asking themselves is, what’s apt to happen to AAPL stock before, during, and immediately after the press conference? The answer likely lies in how traders responded to new iPhone unveilings in the past. To that end, here’s a rundown of the stock’s response to all the major product unveilings in the past.

The iPhone was first unveiled on January 9th, 2007. This wasn’t just a new iPhone. It was the first-ever iPhone, and the market wasn’t quite sure what to expect. Investors sure liked what they heard at the Apple even when they heard it though … even if just for a few days. AAPL stock popped from $12.21 to a high of $13.97 two days later.

The iPhone 3G debuted at an Apple event on June 9th, 2008. With investors now more than a little familiar with the device and just how marketable is was, this new iPhone didn’t create the same kind of response as the first one did on the day of the announcement. Instead, the run-up linked to this announcement came more than a month before. If anything, the market seemed a little let down after this new iPhone debuted.

2010-2011: The iPad Makes Its Debut

The first-ever iPad was a real crowd-pleaser at the Apple event held on January 27th, 2010. By this point investors had already learned — for better or worse — to anticipate the effect such news could have on the stock. It was a delayed reaction, but after a stumble, the stock finally started to fly … from $27.40 to more than $38.0 three months later.

On June 7th, 2010, another new iPhone was announced… the iPhone 4. The market wasn’t sure what to make of it

At an Apple event held on March 2nd, 2011, the iPad 2 debuted. Traders weren’t sure what to do about this one either, before, or after.

The unveiling of a new iPhone at an Apple event held on October 4th, 2011, was just what the stock needed. AAPL stock soared from a low of $50.61 that day to a high of $60.96 a couple of weeks later. The effort faded after that, but there’s no denying the new iPhone 4S gave shares a shot in the arm.

2012-2013: AAPL Stock Remains Unpredictable

The third-generation iPad was the focal point of a March 7th, 2012, Apple event. Shares were already in an uptrend, and the unveiling extended that rally for another month. AAPL stock had given up all of those past-announcement gains two months after the peak, however.

On September 12th, 2012, consumers were introduced to the iPhone 5. The news prodded AAPL shares back into their uptrend, but only for a few more days. AAPL stock topped out at $100.72 by the 21st, and then began an eight-month drubbing that pulled shares all the way back to a low of $55.00.

The fourth-generation iPad and the first iPad Mini were both introduced at an Apple event held on October 23rd, 2012. It may have been good news, but the market didn’t care. The stock was in the throes of a pullback, and wouldn’t stop falling until the following April.

The new iPhone 5S and 5C were unveiled on September 10th, 2013. The debut was decidedly disappointing to investors who had bid AAPL stock up the couple months leading up to the announcement. That disappointment was short-lived, however, as AAPL bounced back and continued to climb in the next few weeks.

2014: What to Expect From the Apple Event

While this Apple event is no different from prior ones inasmuch as the company didn’t even drop a hint as to what was on the agenda, the odds-on favorite guess is that AAPL will unveil the new iPhone. If not that, investors can expect to get a first look at the Apple iWatch.

Whatever’s in the works, based on the stock’s history, there’s no telling what’s going to happen after the upcoming Apple event.

As of this writing, James Brumley did not hold a position in any of the aforementioned securities.