At Apple's iPhone launch event scheduled for September 9, investors are focusing on pricing strategies and the potential impact of rising costs on demand and profit margins. KeyBanc Capital Markets pointed out in a research report that Apple faces a dilemma: if prices are raised comprehensively to ease pressure on gross margins, it may hurt sales; if only selective price increases, it may cause the market to scrutinize profit margins more strictly and raise expectations for further price increases in the future. The bank predicts that the price of the iPhone 18 Pro will rise by $150 to $1,249, the Pro Max by $200 to $1,399, and the Fold/Ultra folding model to be $2,199. Meanwhile, the bank expects the total shipment volume of the iPhone 18 series in the fourth quarter of fiscal year 2026 and the first quarter of fiscal year 2027 to be about 80 million units, down from about 91 million units in the same period last year. KeyBanc maintains an “underweight” rating on Apple, with a price target of $250.

At Apple's iPhone launch event scheduled for September 9, investors are focusing on pricing strategies and the potential impact of rising costs on demand and profit margins. KeyBanc Capital Markets pointed out in a research report that Apple faces a dilemma: if prices are raised comprehensively to ease pressure on gross margins, it may hurt sales; if only selective price increases, it may cause the market to scrutinize profit margins more strictly and raise expectations for further price increases in the future. The bank predicts that the price of the iPhone 18 Pro will rise by $150 to $1,249, the Pro Max by $200 to $1,399, and the Fold/Ultra folding model to be $2,199. Meanwhile, the bank expects the total shipment volume of the iPhone 18 series in the fourth quarter of fiscal year 2026 and the first quarter of fiscal year 2027 to be about 80 million units, down from about 91 million units in the same period last year. KeyBanc maintains an “underweight” rating on Apple, with a price target of $250.