The iPhone maker's stock fell more than 3 percent Wednesday after Samsung unveiled two new smartphones at a trade show in Berlin.
Samsung announced the Galaxy Note Edge phone, which has a side display for quicker access to Twitter, the flashlight, news and other apps. It also showed off a new Galaxy Note 4 phone and a virtual-reality headset for the phone called Gear VR to watch concerts or play games.
The Samsung unveiling comes less than a week before Apple is expected to reveal its new products, next Tuesday in Cuppertino, California. A larger iPhone, and possibly a computerized watch, are expected.
Apple's stock drop comes a day after its shares hit an all-time high of $103.74. That same day, Apple said that the theft of private photos from celebrities was not because of a security breach of its iCloud system. Instead, hackers took user names and passwords for the accounts, Apple said Tuesday.
Apple did not immediately respond to a request for comment Wednesday.
Shares of Apple Inc. fell $3.55 to $99.75 in afternoon trading, erasing more than $20 billion of its market value. The stock is still up more than 24 percent so far this year.