As the outlet reported, the tech giant prepares for its keynote event under newly appointed CEO John Ternus, who succeeded Tim Cook this month. The spotlight centers on expectations for Apple’s first foldable device, speculated to carry the name iPhone Ultra and a starting price exceeding $2,000, alongside a full iPhone 18 Pro lineup, new Apple Watches, and AI-driven software features.
Analyst Perspectives on Pricing and Multiyear Demand
JPMorgan analyst Samik Chatterjee noted in a research note that historical data reveals a limited relationship between price and volume on the iPhone over multiyear periods. Total shipments climbed roughly 10% between fiscal year 2015 and fiscal year 2026, even as average selling prices jumped by about 50% across a smartphone market that peaked around 2016 and 2017.
At the same time, buyers increasingly gravitate toward higher-end models. Devices in the Pro and Pro Max tiers grew from approximately 37% of total shipments in 2020 to roughly 65% in 2025.
Historical Evolution of iPhone Pricing Since 2007
The trajectory of iPhone pricing has shifted dramatically since the original smartphone launched in 2007 for $499—an amount equivalent to about $800 in today’s dollars. When Apple introduced the iPhone 3G in 2008, the entry-level price dropped to $199, though buyers had to commit to an exclusive two-year carrier contract with AT&T. Carrier subsidies kept entry-level prices at $199 for several years, through iterations like the iPhone 6 in 2014.
Subsidies began to fade by the release of the iPhone 7 in 2016, pushing baseline prices upward. The iPhone 8 debuted at $699, and the iPhone 12 established a $799 baseline in 2020. Apple maintained that $799 entry price for five consecutive years while steadily expanding base storage from 64 GB to 256 GB on current models.
Projected Sales Figures and Market Reactions for the New Lineup
Citi analysts estimate that Apple will sell roughly 5 million units of the new foldable device during the second half of 2026, followed by another 2.3 million units in the first quarter of 2027. Meanwhile, Citi projected that the foldable model could retail for as much as $2,399, while the iPhone 18 Pro may see higher manufacturing costs due to rising memory expenses compared to the iPhone 17 Pro and its $1,099 debut sticker price.
Historically, new hardware releases generate distinct stock patterns. Bank of America analyst Wamsi Mohan found that shares of the tech giant have often exhibited a modest sell-the-news reaction immediately following launch events before rebounding over the subsequent 30 to 60 days. Stock values climbed in the 60 days following an iPhone reveal 17 times since 2007, paced by a 20% gain recorded after the iPhone 11 release in 2019.
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