iPhone 18 Pro Event Could Hit Apple Shares, KeyBanc Warns

[fezzzer]

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

I’m in the UK, my XS was £1,149 in 2018.

In 2025, my 17 Pro Max was £1,199.

I really don’t think a £50 increase in 7 years is that bad (although it shows how expensive they were in the first place 🙃) but I guess other countries had steeper increases?

 

[Hammerd]

I’m in the UK, my XS was £1,149 in 2018.

In 2025, my 17 Pro Max was £1,199.

I really don’t think a £50 increase in 7 years is that bad (although it shows how expensive they were in the first place 🙃) but I guess other countries had steeper increases?

The base model was £999! It came with 64GB but that was in 2018 which is equivalent to 256GB in 2026 where photos and videos are larger and with local AI models taking a fair share.

And GBP/USD has increased by +20% since September 2022. Therefore you should have paid less GBP yet the opposite happened.

in the Eurozone Apple have increased their prices even more. They increase the 14 Pro series prices so much that they had to rollback to the old prices for the 15 Pro series.

 

[btrach144]

Nice Windows logo.

Thanks! I like your pic as well

 

[ElvenPrince995]

Yes Apple has the right to raise the prices as much as they want, but the consumers also will respond in kind by holding onto their devices longer. The economy is just really bad now and everything is expensive. Apple and other companies have kinda boxed themselves into a corner. They have to keep raising the prices to keep the profits going and keep the shareholders happy. How high can they raise the prices before it’s too high and people just stop buying?

 

[FlyingDutch]

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.

You are right. I started skipping generations after iPhone 11 Pro and now I’m stuck with iPhone 16 Pro Max, seeing a few reasons to upgrade. I was thinking about iPhone 18 Pro Max, but an insane price will be a show stopper for me

 

[pdaholic]

If Samsung sold out of the Z Fold 8, Apple will sell out and be backordered on the Ultra for months.

I don't think anyone needs to worry about AAPL.

 

[polyphenol]

"KeyBanc said" - well, maybe they did. But is there anything in what they said that serious investors wouldn't have been thinking about for at least months? Thus already to a large extent already have factored into the current share price.

Serious investors will have plugged into their calculations predictions of exactly these factors - and not have waited for Keybanc to do so before suddenly going "Buy" or "Sell"!

Indeed the very serious ones might have been waiting for people like Keybanc to publish this sort of information. Anticipating that this could itself affect share prices creating an opening for making profit - whether they agree or disagree with the analysis itself.

 

[MacFarmer]

Who cares about these gamblers, sorry, investors. They look for what is good for their business. Investors come and go, piggy backing on company's success. Of course some come and destroy good running business buy replacing key people with corporate stooges.

 

[DelayedGratificationGene]

Keybanc still trying to bring down Apple smh. These guys have been wrong on Apple for so many years and have cost their clients fortunes. Time to make a change over there Keybanc. Do like Goldman when they got rid of a similar disaster Apple analyst Rod Hall.

 

[TracerAnalog]

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.

Apple itself have stated that they now create phones that customers should keep for a number of years. The yearly upgrade cycle is nonsense these days, iPhones and smartphones in general are a mature product. Only enthusiasts with enough disposable income still regularly upgrade for upgrade's sake.

Cough cough 😎

 

[PBG4 Dude]

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.

The MBP I bought in April got a $1,600 price hike in June. Went from being on the cusp of affordability (for me) when I bought straight to the not-on-your-life price range.