Apple and Samsung have been the two head contenders in the highly competitive electronics market by a long shot. Apple’s new product releases have greatly impacted on the market, including their share prices. The problem of the research is whether Apple’s new product releases influence on Samsung’s and its own stock price. This study found that the launch of Apple’s new products usually has a significant positive impact on its own stock price, while it harms Samsung, although Samsung can maintain market competitiveness by rapidly adjusting its strategy. Future research can further verify the impact of Apple’s new products on other competitors, especially through the analysis of a wider range of technology companies. Through these studies, it can provide a reference for investors to make more informed decisions during the launch of new products.