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Analysts' Perspectives on the New iPhone and Apple's Stock Recommendations

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Analysts' Views on Apple's New iPhone and Stock Recommendations

The recent product launch event by Apple has garnered mostly positive feedback from Wall Street analysts. The unveiling of the iPhone 15, Apple Watch, and a range of anticipated updates has been well-received. However, one notable exception was the $100 price increase for Pro Max iterations, resulting from the elimination of the previous 128 GB Pro Max model. Analysts, such as Bernstein's Toni Sacconaghi, praised the enhanced photo capabilities of the Pro models and highlighted the new double tap feature on the Apple Watch as a notable upgrade. Canaccord Genuity's Michael Walkley expects the improved lineup to drive strong holiday sales, with new features and promotional trade-in offers incentivizing customers to upgrade. Additionally, Goldman Sachs analyst Michael Ng believes that the Pro design improvements will contribute to a continued shift towards higher-end models.

Mixed Reactions to Price Hikes

The limited price increases implemented by Apple have received mixed reviews from Wall Street. While many analysts anticipated price hikes of around $100 to $200 for the Pro and Pro Max iterations, Apple opted for a $100 increase on the Pro Max by eliminating the lower storage option. Sacconaghi forecasts that this move could raise average selling prices by $50 this cycle. As the Pro Max accounts for a significant portion of total iPhones sold (20% to 25%), this suggests an overall price increase of $10 to $12 for the iPhone. However, the flat pricing on other models is seen as a positive factor that can help boost unit sales in a challenging market environment.

Concerns and Cautions

Some analysts expressed concerns about the lack of more widespread price increases. Evercore ISI's Amit Daryanani considered the event "mildly disappointing" for those hoping for a Pro price increase, which could have offset headwinds from Huawei's Mate 60 Pro launch. UBS analyst David Vogt highlighted the potential impact of rising component costs and upgraded specs on the Pro models, which could lead to higher materials expenses and pressure the product's contribution to margins. The absence of increases on a "like-for-like basis" also raises the risk of a revenue shortfall. JPMorgan's Samik Chatterjee emphasized the need to monitor consumer demand indications and the potential negative mix implications resulting from the price differential between the Pro Max and other models.

Stock Outlook and China Concerns

While the event boosted Erik Woodring's optimistic outlook for Apple in fiscal year 2024, the analyst reduced Morgan Stanley's shipment forecast by 4.5 million units due to concerns about China. Woodring maintained an overweight rating but cautioned against aggressive buying until the stock reaches the $160 to $170 range. Sacconaghi highlighted the "neutral to modestly negative" risk-reward based on historical three-month performance. In Wednesday's trading, Apple shares experienced a slight decline of less than 1%. In summary, analysts generally responded positively to Apple's new product launch event, with specific praise for the enhanced features of the iPhone 15 and Apple Watch. However, concerns were raised regarding the limited price increases and potential implications for revenue and margins. Analysts also expressed caution regarding China-related concerns. The overall impact on Apple's stock remains to be seen, with a neutral to modestly negative risk-reward outlook.

Conclusion: Implications for New Businesses

The recent product launch by Apple and the subsequent reactions from Wall Street analysts provide valuable insights for new businesses.

Product Pricing Strategies

The mixed reactions to Apple's price increase for the Pro Max iterations underline the importance of careful pricing strategies. New businesses must consider the potential impact of price adjustments on customer perception and demand, as well as their effect on average selling prices and overall revenue.

Product Upgrades and Enhancements

The praise for the enhanced features of the iPhone 15 and Apple Watch highlights the value of continuous product improvements. New businesses should strive to regularly upgrade their offerings to meet customer expectations and stay competitive.

Market Concerns and Stock Performance

The caution expressed by analysts regarding China-related concerns and the potential impact on Apple's stock performance underscores the importance of considering global market dynamics. New businesses must stay abreast of international trends and potential challenges that could affect their growth and profitability. In conclusion, Apple's product launch event offers key lessons for new businesses. It emphasizes the need for thoughtful pricing strategies, continuous product enhancements, and awareness of global market trends. By considering these factors, new businesses can better navigate their growth journey.
Story First Published at: https://www.cnbc.com/2023/09/13/heres-what-major-analysts-thought-of-the-new-iphone-and-what-to-do-with-apples-stock.html
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