How come when some companies release their earnings report saying "profit up ___" their stock price jumps up the next day while other companies don't have their stock price move considerably. Just a quick exam I can think of off the top of my head, ATI and Tim Hortons. Tim Hortons Q2 profit up 25%. I thought this is considered good news, but it looks like the market doesn't. In fact, THI dropped a bit today. On the other hand, Apple Rises 48 Percent and their stock JUMPS almost $10 a share the next day. Can anyone enlighten me please?