Story thread · 4 reports / 3 sources

iPhone 18 Pro Event Could Hit Apple Shares, KeyBanc Warns

macrumors.com · 7dShare

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

First report: 5 big analyst AI moves: iPhone launch to be negative for Apple stock — investing.com, 9d