As mentioned earlier, Apple (AAPL) has had quite a week on optimism regarding sales of the new iPhone 7 and 7 Plus. Through yesterday’s close, the stock was up 6.7% since the unveiling of the new model on 9/7. As shown in the table below, that ranks as the best performance for the stock from an unveil to launch of a new iPhone model since the 13.3% rally back in 2011 when Apple introduced the 4S. If you don’t remember, the 4S was the first model that included Siri, which at the time was considered a pretty big deal. A big difference between AAPL’s performance now and back in 2011 after the 4S was launched is that back then AAPL’s rally occurred in the midst of a 9% rally for the S&P 500. In the current period, the S&P 500 is actually down nearly 2%. Looking forward, the table below also includes the performance of AAPL’s stock in the one-month period following the launch of new iPhone models. Overall, the stock has seen a median decline of 1.7% with positive returns in four out of nine periods.