Apple’s Sept. 9 iPhone launch event could become a negative catalyst for its shares as investors focus on pricing and the impact of higher costs on demand and margins.
Wednesday’s “Surprise & Shine” event could motivate investors to weigh pricing decisions against the impact of higher costs on demand and margins, according to Investing.com. KeyBanc added that Apple faces a choice to either raise prices broadly to offset gross margin pressure, which could hurt unit volumes and trigger “sticker shock,” or raise prices more selectively.
This could invite greater scrutiny of margins and raise the prospect of further price increases later down the line. The firm maintained an “Underweight” rating on Apple and a $250 price target, against a share price of $324.96 at the time of publication.
On September 9 Apple is expected to debut the iPhone 18 Pro, iPhone 18 Pro Max, and a foldable iPhone. The Apple Watch Series 12 and Apple Watch Ultra 4 are also expected to debut.
I hope you’ll help support Apple World Today by becoming a patron. Almost all our income is from Patreon support and sponsored posts. Patreon pricing ranges from $2 to $10 a month. Thanks in advance for your support.
