Are Investors Suspicious Of Apple's Next Product Launch?

Apple Inc. AAPL will hold an event at its Cupertino headquarters March 21, according to an email sent to media sources Friday morning.

In an unusual move, the company declined to invite investors to the event, which is expected to be an announcement of the fall Apple product line. Apple rumor trackers MacRumors, 9to5Mac and Apple Insider expect the company to announce smaller versions of the iPad Pro and a 4-inch iPhone.

Related Link: Rumor Roundup: What To Expect From Apple's March 21 Event

Global Equities Research managing director Trip Chowdhry explained to Benzinga a potential reason why investors weren’t invited to the event: They don’t have faith in management’s product launches.

Chowdhry believes that the launch of the Apple Watch last year was a departure from the traditional Apple product launch.

“Apple under Tim Cook has had the same problem as Microsoft under Steve Ballmer,” Chowdhry said. “There’s this ‘launch and forget’ attitude, with zero reinforcement of why consumers should buy the product.”

Chowdhry focused on Apple’s senior VP of retail, Angela Ahrendts, whom he called a “total disappointment.” He criticized the merchandising of the Apple Watch in Apple Stores in particular.

“The Apple Watch is the most personable device ever created, yet it’s sold in an impersonal way, kept under lock and key in stores, with no trials.”

Chowdhry said this approach may have worked for Burberry, where Ahrendts worked before taking on her Apple role, but doesn’t fit Apple’s objectives for the watch.

“Until Tim Cook, CFO Luca Maestri, and Ahrendts are replaced, there can be no enthusiasm from investors,” Chowdhry concluded.

Apple investors didn’t seem enthusiastic about the announcement news, but weren’t angry, either. The stock was up 1 percent Friday afternoon.