Apple shares gained Monday after a report saying the California tech giant was set to announce its next iPhone at a September 10 event.
Apple shares closed up 2.84 percent at $467.36.
The Dow Jones news website AllThingsD reported Sunday that Apple scheduled an event next month where it will announce its newest iPhone in an effort to regain ground lost to Samsung and other smartphone makers.
Speculation has centered around whether Apple will shift its strategy to include a lower-cost handset to appeal to more consumers, especially in emerging markets.
Trip Chowdhry, analyst at Global Equities Research, said Apple appeared to be preparing "to declare thermo-nuclear war on Android," referring to the Google mobile operating system which has become dominant in the smartphone market.