- Apple unveiled its first foldable smartphone at the September 9 "Surprise & Shine" event, marking new CEO John Ternus's debut product launch and a strategic pivot toward ultra-premium pricing. The $1,999 iPhone Duo headlined the event alongside the iPhone 18 Pro starting at $1,199.
- Apple raised iPhone 18 Pro and Pro Max starting prices by $100 to $1,199 and $1,299 and did not refresh its base iPhone or Air models, steering buyers toward tiers that can better absorb component inflation and support higher revenue per device.
- Bullish analysts forecast 3-6% incremental revenue from higher average selling prices offsetting flat unit growth; bearish analysts flag a high forward P/E premium to peers, gross margin compression from memory costs, and slower device replacement cycles.
- The foldable market remains small at roughly 20M units projected for 2026, limiting the Duo's revenue contribution and creating cannibalization risk for Pro Max sales.
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“Apple (AAPL) unveiled its first foldable smartphone at the September 9 "Surprise & Shine" event, marking new CEO John Ternus's debut product launch and a strategic pivot toward ultra-premium pricing.”
“Bullish analysts argue the high $1,999 Duo and increased Pro prices should boost average selling prices and potentially offset flat unit growth, with some forecasting 3-6% incremental revenue and stronger pricing power.”
“Despite Duo's headline impact, analysts highlight the foldable market remains small (20M units projected for 2026), with estimated contributions to Apple revenue remaining limited and cannibalization of Pro Max sales diminishing upside potential.”
“The company raised the iPhone 18 Pro and Pro Max starting prices by $100 to $1,199 and $1,299 after surging memory costs pressured the electronics industry.”