• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Former U.S. Secret Service agent says bringing your authentic self to work stifles teamwork: 'You don’t get high performers, you get sloppiness'

2

Current price of oil as of June 22, 2026

3

Markets tumble worldwide as Fed resets expectations: $400 billion wiped off SpaceX stock

1

Former U.S. Secret Service agent says bringing your authentic self to work stifles teamwork: 'You don’t get high performers, you get sloppiness'

2

Current price of oil as of June 22, 2026

3

Markets tumble worldwide as Fed resets expectations: $400 billion wiped off SpaceX stock
Apple

Here’s What Wall Street Is Saying About Apple’s New iPhones

By
Bloomberg
Bloomberg
Down Arrow Button Icon
By
Bloomberg
Bloomberg
Down Arrow Button Icon
September 13, 2018, 1:49 PM ET
Add Fortune on Google for similar content.

Apple Inc.’s introduction of its latest iPhones on Wednesday was largely in line with analyst expectations. The new product lineup, which offers higher average selling prices and dual-sim card support, may fuel stronger sales and profitability next year, they said.

Apple shares gained 0.2 percent in pre-market trading in New York Thursday, retracing some of the 1.2 percent decline in the stock Wednesday following its event. Some of Apple’s Asian suppliers fell following the event. Japan’s Alps Electric Co. closed 4.8 percent lower, TDK Corp. slipped 3.9 percent and Hon Hai Precision Industry Co. dropped 1.3 percent.

Here’s what analysts are saying about the product launch:

Morgan Stanley, Katy Huberty

“IPhone ASPs and larger storage SKUs across the portfolio surprised to the upside, as did the inclusion of dual-SIM capabilities,” she said.

The availability date for the iPhone Xr, set for Oct. 26, was a bit later than expected, but it won’t impact unit demand, “particularly given most early adopters will skew to the Xs Max.”

Huberty recommends buying shares on “any post-event weakness.” She raised Apple’s target price by $245 to $247.

SMBC Nikko, Hiroharu Watanabe

The newest iPhones will result in no major change in sales volumes in the mature smartphone market, SMBC Nikko analysts wrote in a report following Apple’s presentation.

While high-end smartphone sales growth is unlikely, the lower-priced iPhone Xr may become “the big seller of the three,” despite the later release date.

Nomura Instinet, Jeffrey Kvaal

“Apple is once again redefining the high end of the smartphone market,” Nomura Instinet analysts wrote in a report, noting that the iPhone Xs and Max may help boost 2019’s average selling price to $800 to $830, way above the consensus of $757. However, the Xr ASP of $750 is a “modest offset.”

New launches are “consistent with flat or even down units in FY19,” the analysts said. The firm expects the replacement cycle to be delayed following Apple’s recent efforts to extend the life of old devices.

Piper Jaffray, Michael Olson

The new iPhone lineup offers more choices that should fuel higher unit sales and ASP, resulting in increased revenue and EPS for Apple in fiscal 2019 and 2020.

Previous survey results showed that many iPhone owners who didn’t upgrade to the iPhone X chose not to because it was too expensive or too small. Now these users have options, with the iPhone Xs Max having a larger screen and the iPhone Xr costing less.

“More choices will drive more users who are on an aging installed base of iPhones to move to the next gen form factor” in fiscal 2019 and 2020.

RBC, Amit Daryanani

Apple’s focus “appears to be shifting away from product replacement cycles and more towards profitability and services narrative, which is a positive in a mature smartphone market.”

The company “is positioned to sustain mid-single digit sales and low- to mid-teens EPS growth in a flattish iPhone volume growth environment.”

“We are positive on Apple Watch Series 4 and its positioning as a life-saving health-care product vs a fitness tracker, and could see 20-25% ASP increases.”

Loup Ventures, Gene Munster

“While the Apple event went largely as expected, the new iPhone lineup should provide upside to both iPhone units and ASPs over the next year.”

“Apple, once again, has shown their mastery of pricing tiers, which will extract more revenue per customer.” The iPhone lineup now ranges from $449 to $1,449 for an unweighted average of $765. That compares with last year’s range of $349 to $1,099 with an unweighted average of $636.

Goldman Sachs, Rod Hall

Apple’s new XR model was priced lower than expected, which “effectively obsoletes” the iPhone 8/8+ models and leads to a reduction in average selling price and earnings estimates. The cuts to estimates are partially offset by a higher unit forecast.

The broker sees the lower price as evidence that Apple is making an aggressive push to move users onto more secure face ID, which could precede Apple Pay improvements in 2019.

Rollout of 512GB memory options on the new XS models is surprising, and may represent a change of thinking regards the iCloud storage penetration strategy.

About the Author
By Bloomberg
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in

Alan Greenspan testifying before the Senate Banking Committee.
BankingFederal Reserve
The man who invented the Fed’s magic trick just died. His successor is about to try it again
By Eva RoytburgJune 23, 2026
1 hour ago
Google DeepMind CEO Demis Hassabis (left) stands on a spiral staircase next to Google DeepMind researcher John Jumper.
NewslettersEye on AI
Defections from Google DeepMind prompt questions about Alphabet’s efforts to stay at the forefront of AI
By Jeremy KahnJune 23, 2026
1 hour ago
dr
HealthCancer
The U.S. cut cancer deaths by 34% since 1991—but not in 458 rural counties
By Arthur Cosby and The ConversationJune 23, 2026
2 hours ago
college
SuccessEducation
47% of Harvard seniors admit to cheating — and the problem existed long before ChatGPT
By Austin Sarat and The ConversationJune 23, 2026
2 hours ago
work
Workplace Culturework culture
Worker engagement just hit a decade low — and new data from 88 million employees shows why managers are the problem
By Bob Batchelor and The ConversationJune 23, 2026
2 hours ago
data
EnergyData centers
AI’s power hunger is turning electric utilities into Wall Street growth stocks — and customers may pay the price
By Conor Harrison and The ConversationJune 23, 2026
2 hours ago

Most Popular

Former U.S. Secret Service agent says bringing your authentic self to work stifles teamwork: 'You don’t get high performers, you get sloppiness'
Success
Former U.S. Secret Service agent says bringing your authentic self to work stifles teamwork: 'You don’t get high performers, you get sloppiness'
By Sydney LakeJune 21, 2026
2 days ago
Current price of oil as of June 22, 2026
Personal Finance
Current price of oil as of June 22, 2026
By Joseph HostetlerJune 22, 2026
1 day ago
Markets tumble worldwide as Fed resets expectations: $400 billion wiped off SpaceX stock
Banking
Markets tumble worldwide as Fed resets expectations: $400 billion wiped off SpaceX stock
By Jim EdwardsJune 23, 2026
10 hours ago
Current price of silver as of Monday, June 22, 2026
Personal Finance
Current price of silver as of Monday, June 22, 2026
By Joseph HostetlerJune 22, 2026
1 day ago
The Fed is fed up with inflation and will bring down the hammer with a series of rate hikes this year, reversing earlier cuts, BofA says
Economy
The Fed is fed up with inflation and will bring down the hammer with a series of rate hikes this year, reversing earlier cuts, BofA says
By Jason MaJune 22, 2026
1 day ago
By 7 a.m., Bank of America’s CEO has already read 5 newspapers, his email inbox, and hit the gym—he says if you’re late to meetings, you’re ‘selfish’
Success
By 7 a.m., Bank of America’s CEO has already read 5 newspapers, his email inbox, and hit the gym—he says if you’re late to meetings, you’re ‘selfish’
By Preston ForeJune 22, 2026
1 day ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.