Toggle sidebar Toggle sidebar
Become a MacRumors Supporter for $50/year with no ads, ability to filter front page stories, and private forums.

iPhone 18 Pro Event Could Hit Apple Shares, KeyBanc Warns

fezzzer said:
What are you talking about?

iPhone X was $999 with 64GB storage, Apple kept that price until the 16 Pro which was offered with 128GB.

They only raised the price to $1,099 last year, but upped the storage to 256GB.

I’m not sure how this indicates that Apple have been pushing prices higher for years?

Inflation alone would put the entry point to around $1,350.

Don’t get me wrong, I’d love Apple to keep the prices or lower them, but to claim they’ve been pushing prices higher just isn’t true.
Click to expand...
They have. Because the price of storage and RAM, 2025+ AI crisis aside, was deflationary.
Same with many other components.
Yet Apple kept the same high prices while offering poor specs for the entry level like the 128GB iPhone 16 Pro.

Also don’t forget services prices that keep ever increasing.

Making a new device that supersedes the actual flagship—Pro, Ultra—is also a strategy Apple has used several times to increase prices steeply.
 
  • Like
Reactions: Rokkus76
Yeah, the stock will go down after they announce the new products - per usual. The media will frame it as a failure for John Ternus, oh if only Tim Cook were in charge…blah, blah, blah. Then early next year, Apple will have blow out earnings from strong Xmas sales and John will be deemed a brilliant successor…
 
  • Love
Reactions: amartinez1660
ralph_sws said:
I’m afraid this could be just the beginning.
Apple has been pushing prices higher for years while giving people fewer reasons to upgrade. You can’t just add another $100 or $200 and assume the same customers will keep coming back every year.
I’ve bought every iPhone generation since the original, and even I’m now asking myself: why bother? It’s not that I can’t afford it. I just don’t see enough value in upgrading anymore.
That should worry Apple. Once even your most loyal customers start skipping generations because they no longer see the point, you have a bigger problem than people simply complaining about prices.
Higher prices can offset weaker sales for a while, but not forever.
Click to expand...
After the first few generations, I have never seen the point of buying a new iphone every year. It was due less to price and more to "why bother?"

The 2019 iPhone 11 Pro Max base model with 4GB memory, 64GB storage and 12MP cameras released September 2019 was priced at $1099. Adjusted by inflation that price is $1429.26.

The 2026 iPhone 17 Pro Max base model with 12GB memory, 256GB storage and 48MP cameras released September 2025 is priced at $1199. Other improvements include bigger and better screen, longer battery life, better cellular/wifi/bluetooth,

That's $230.26 cheaper for a significantly better iPhone.
 
  • Like
  • Love
Reactions: apple4everOG, amartinez1660 and PlayUltimate
MiamiFL said:
If the stock drops an appreciable amount, I have money sitting on the sidelines to buy.
Click to expand...

Instead of buying the new iPhone every year, buy the stock in that amount on years you sit it out. Not everyone has $1000+ sitting around but you can purchase fractional shares and auto invest an amount per month, for example. It will likely pay for those products a year or two out and then some. You know the deal: Past performance is not indicative of future results, so this isn't financial advice. Just saying.

Looking back a year, a $1000 investment last September would have earned about $400 toward this year's device purchase. Going back to 2020, it earned $1850. Back to 2016: $11,380.


From the WhatifInvest Apple Stock Calculator
 
  • Like
  • Love
Reactions: jonahj, amartinez1660 and DARE3
btrach144 said:
Consumers are bleeding everywhere right now. At the gas pump, at the store. It’s bad.

Increasing tech prices at a time when budgets don’t already have a lot of room means people will hold onto their current devices for longer and upgrade less.
Click to expand...
Agree, and people have another day and a half to buy iPhone 17s at the current prices
 
  • Like
Reactions: mjs916
DennisdeWit said:
These EU-prices will go through the roof. Pretty convinced we'll be taking the hardest hits again, just as always. You know, America first!
Click to expand...
Let's not overlook that iPhone prices in the EU include both the exchange rate and 20% VAT. Whereas US posted prices do not include the local sales taxes (9.1% in Boulder CO, 9.75% in Los Angeles, CA)
 
  • Like
Reactions: jonahj
MacRumors said:
KeyBanc models total iPhone 18 lineup builds at around 80 million units across the fourth quarter of fiscal 2026 and first quarter of fiscal 2027, down from roughly 91 million units a year earlier. The firm attributed most of the decline to the absence of a base iPhone 18 model in this part of the product cycle, with higher pricing and a richer product mix expected to partially offset the lower volumes.
Click to expand...

If Apple holds the price of the plain iPhone 17 constant and the gap between the that version and iPhone Pro grows larger there is a pretty decent chance that Apple will at least partially offset iPhone Pro sales decline with an increase of iPhone 17 sales. If the major carriers continue with “free iPhone” promotions ( and bury price increases into to longer term payment plans ) . The impact will be muted.

If Apple boosts the iPhone 17 prices with no upgrades coming until Spring 2027 then yes there will be a decline.

But a stock dump because the numbers go down in 4th FY quarter and 1sr FY 27 is more super shallow , huper short term quasi-analysis by the ‘market’. If most buyers defer plain iPhone 18 purchase from this Fsll to next Spring then over the long term Apple still gets the money . The flawed reasoning is the Apples-to-oranges compare of Quaters that are not the same in terms of product releases.

The stock price will go down because short term the market tend to be kind of dumb. A bunch of fickle folks flittering on shallow and weak analysis of long term impacts. Same folks who want to rank Antropic with $2T and have never made a dime in actual profit.
 
Last edited:
  • Like
Reactions: amartinez1660
btrach144 said:
Consumers are bleeding everywhere right now. At the gas pump, at the store. It’s bad.

Increasing tech prices at a time when budgets don’t already have a lot of room means people will hold onto their current devices for longer and upgrade less.
Click to expand...
Oh please. Have you been out to restaurants lately? Long lines, waitlist and doing very well. You’d never know consumers are bleeding anywhere. People will find a way to buy the tech they want.
 
  • Like
  • Disagree
  • Love
Reactions: fahlman, jonahj, ElvenPrince995 and 3 others
DARE3 said:
Oh please. Have you been out to restaurants lately? Long lines, waitlist and doing very well. You’d never know consumers are bleeding anywhere. People will find a way to buy the tech they want.
Click to expand...
Now convinced that there’s a perpetual FOMO going on too with this… “better buy now, travel now, go out for a nice dinner now” since an increase in price is just around the corner right? Repeat next year cycle.

Also, when I first got introduced to MR around 10+ years ago, discounts on Apple products were a rare unicorn, an actual rumor sometimes even… now we get discounts weekly, sometimes deep and sometimes even on pre-orders… that also hides big time the price increase while still having an effective FOMO impulsive buy outcome.
 
MacRumors said:


Apple's September 9 iPhone announcement event could become a negative catalyst for the stock, KeyBanc Capital Markets warns.

apple-surprise-and-shine-event.jpg

In a research note seen by Investing.com, KeyBanc said the event could motivate investors to weigh pricing decisions against the impact of higher costs on demand and margins. 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.

KeyBanc models total iPhone 18 lineup builds at around 80 million units across the fourth quarter of fiscal 2026 and first quarter of fiscal 2027, down from roughly 91 million units a year earlier. The firm attributed most of the decline to the absence of a base iPhone 18 model in this part of the product cycle, with higher pricing and a richer product mix expected to partially offset the lower volumes.

KeyBanc is also expecting a $150 price increase for the iPhone 18 Pro, raising it to $1,249, and a $200 increase for the iPhone 18 Pro Max, raising it to $1,399. The firm expects the foldable "iPhone Ultra" to start at $2,199.

KeyBanc also pointed to a historical pattern of Apple shares weakening around iPhone announcements, with the stock averaging a 0.72% decline on announcement day over the past five years and a 1.22% decline five trading days later. Apple's "Surprise and shine" event commences at 10 a.m. Pacific time on Wednesday, September 9.

Article Link: iPhone 18 Pro Event Could Hit Apple Shares, KeyBanc Warns
Click to expand...
I am sitting on the fence because my iPhone 14 Pro 6.1 screen doesn't support the new Apple Intelligence, but my MacBook Pro M2 and my Mac mini M4 will have these features in the next major software update! The current Siri is very tiresome, and the current Apple Intelligence is quite lacking in good features. You would think Apple Inc. would give us a break on raising prices this year while the U.S. government sends the tariff money back to their coffers. I have been debating if I should buy the current 17 Pro or just wait for the 18 Pro or cross my fingers for the 20th anniversary product. Anyways, we never had a Tenth Anniversary Apple Watch Series revamp at all!
 
Maybe it is just me, but I really don't care one way or another about Apple's share price or its precious margins, only the value of the product or service that I am buying from them. And as time goes forward, I don't see the value proposition working in my favor from any company in the tech sector, including from Apple. The ever increasing prices have severely dampened my enthusiasm or interest in any of the new devices being released in the near future. I will hold onto what I already own as long as possible.
 
  • Like
Reactions: lenningj
Hammerd said:
They have. Because the price of storage and RAM, 2025+ AI crisis aside, was deflationary.
Same with many other components.
Yet Apple kept the same high prices while offering poor specs for the entry level like the 128GB iPhone 16 Pro.

Also don’t forget services prices that keep ever increasing.

Making a new device that supersedes the actual flagship—Pro, Ultra—is also a strategy Apple has used several times to increase prices steeply.
Click to expand...
Let’s ignore the X then which didn’t have the ‘pro’ moniker.

The 11 Pro was $999, the 12 Pro was $999, the 13 Pro was $999, the 14 Pro was $999, the 15 Pro was $999, the 16 Pro was $999 and the 17 Pro went up to $1,099.

In any other market, for any other product, the prices are going up more than $100 in 7 years.
 
  • Like
Reactions: jonahj
  • Like
Reactions: It’s always something
got to love 'analysts' , damned if you do - damned if you don't as a colleague of mine implied the only sensible investments are guns, gold, food, and ammunition
 
DARE3 said:
Oh please. Have you been out to restaurants lately? Long lines, waitlist and doing very well. You’d never know consumers are bleeding anywhere. People will find a way to buy the tech they want.
Click to expand...
Oh get real. For every I’m alright Jack standing in line at Bistro Rippoff, how many do you think there are struggling to pay for fuel and put enough food on their tables?

Markets are the hot air between greed and reality that creates deficit by postponement.

Apple’s historical successes and survivals the market speculators and sycophants like to continually gush about are nothing more than that postponement.

When folk stop buying the pies the ovens go from assets to liabilities. Only a matter of time…
 
  • Disagree
Reactions: fahlman
Fallforward said:
After the first few generations, I have never seen the point of buying a new iphone every year. It was due less to price and more to "why bother?"

The 2019 iPhone 11 Pro Max base model with 4GB memory, 64GB storage and 12MP cameras released September 2019 was priced at $1099. Adjusted by inflation that price is $1429.26.

The 2026 iPhone 17 Pro Max base model with 12GB memory, 256GB storage and 48MP cameras released September 2025 is priced at $1199. Other improvements include bigger and better screen, longer battery life, better cellular/wifi/bluetooth,

That's $230.26 cheaper for a significantly better iPhone.
Click to expand...
Which "first few generations" were worth upgrading annually?
Did you really need the 8 if you had the 7? The 6S if you had the 6? The 5S if you had the 5? The 4S if you had the 4? The 3GS if you had the 3G?
 
fezzzer said:
Let’s ignore the X then which didn’t have the ‘pro’ moniker.

The 11 Pro was $999, the 12 Pro was $999, the 13 Pro was $999, the 14 Pro was $999, the 15 Pro was $999, the 16 Pro was $999 and the 17 Pro went up to $1,099.

In any other market, for any other product, the prices are going up more than $100 in 7 years.
Click to expand...
I agree, but one last thing. Only in the US it didn’t change. It did increase in every other markets worldwide and that has subsidized the american price steadiness
 
You must log in or register to reply here.
Register on MacRumors! This sidebar will go away, and you'll see fewer ads.
Top Bottom
Back