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iPhone 18 Pro Event Could Hit Apple Shares, KeyBanc Warns‎

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 absence of a base ‌iPhone 18‌ model in this part of the product cycle, with higher pricing and a richer product mix expected to partially offset the lower volumes. KeyBanc is also expecting a $150 price increase for the iPhone 18 Pro, raising it to $1,249, and a $200 increase for the ‌iPhone 18 Pro‌ Max, raising it to $1,399. The firm expects the foldable "iPhone Ultra" to start at $2,199. KeyBanc also pointed to a historical pattern of Apple shares weakening around iPhone announcements, with the stock averaging a 0.72% decline on announcement day over the past five years and a 1.22% decline five trading days later. Apple's "Surprise and shine" event commences at 10 a.m. Pacific time on Wednesday, September 9.Related Roundups: iPhone 18 Pro, iPhone FoldTags: AAPL, September 2026 Apple EventThis article, "iPhone 18 Pro Event Could Hit Apple Shares, KeyBanc Warns" first appeared on MacRumors.comDiscuss this article in our forums

17:37

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iPhone 18 Pro: Nine Reasons Not to Upgrade This Year‎

Apple is set to unveil new iPhone 18 Pro and iPhone 18 Pro Max models on Wednesday, September 9, and the devices are expected to feature a design that's largely similar to the iPhone 17 Pro models, with a peppering of enhancements inside. Major changes are not expected until next year, when Apple is expected to introduce a radically redesigned 20th-anniversary iPhone. If you're thinking of trading in your current iPhone for this year's latest, consider the following features rumored to be coming to next September's iPhone 20 models (Apple is expected to skip the iPhone 19 for its commemorative edition). Taken together, they may just give you pause for thought. A quad-curved, all-glass design: The display glass reportedly curves away on all four sides of the iPhone 20, concealing the metal frame during normal use for a borderless effect. Apple is said to be working with Samsung on an "equal-depth quad-curved" display to achieve the feat. Advanced OLED technology: Apple is planning to use a brighter, thinner OLED panel for the 20th anniversary iPhone. Rumors suggest that Apple will adopt Samsung ‌OLED‌ displays with Color Filter on Encapsulation (COE) technology, which reduces the thickness of the overall display stack, and lets more light through to improve brightness while reducing power draw. Under-display Face ID and camera: Apple is reportedly continuing to test hardware that would eliminate the Dynamic Island – the visible cutout – from the front of the device, with Face ID components moving under the screen and an under-camera display said to be in development. Whether the technology will be ready in time for a fall 2027 launch remains uncertain. Custom Apple image sensor: Apple is said to be developing its own stacked image sensor to replace the Sony sensors it has traditionally used for the iPhone. Apple has reportedly already developed a working prototype. The sensor is said to use LOFIC technology, which would let each pixel store varying amounts of light and potentially reach up to 20 stops of dynamic range. Solid-state buttons: Apple is said to be testing haptic replacements for the Side, Volume, Action, and Camera Control buttons. The buttons could be integrated directly into the device's frame, with no actual physical movement when pressed, yet retaining a tactile responsiveness. A 2-nanometer A21 chip: The 20th anniversary models are expected to feature a second-generation 2-nanometer chip. With the upcoming iPhone 18 Pro models widely expected to debut the A20 Pro chip, the anniversary models would likely be powered by the A21 Pro. Silicon anode battery: Apple is reportedly exploring a new battery technology that uses a silicon anode capable of storing more lithium ions per gram, potentially delivering longer battery life without increasing the physical size of the battery. Mobile high bandwidth memory: Apple is rumored to be evaluating vertically stacked DRAM technology to improve memory bandwidth and boost on-device AI performance. Two sizes: The two anniversary models could have a larger display size compared to this September's iPhone 18 Pro and iPhone 18 Pro Max, which are expected to use 6.3-inch and 6.9-inch displays similar to iPhone 17 Pro models. In contrast, Apple is rumored to be prototyping a 6.4-inch display for the iPhone 20 Pro, and a 7-inch display for the larger 20 Pro Max. With all that said, we're still 12 months out, and Apple's plans shift constantly behind closed doors, plus features this ambitious have a habit of slipping a year or two. Under-display Face ID in particular has been "two years away" for about five years now. Still, the combined leaks describe the most dramatic iPhone rethink since 2017 when the 10th-anniversary iPhone X debuted. If even half of the features make it to the shipped device, the iPhone 20 should be worth holding out for. For everything we know so far, check out our dedicated guide.Related Roundup: iPhone 18 ProTag: 20th-Anniversary iPhoneThis article, "iPhone 18 Pro: Nine Reasons Not to Upgrade This Year" first appeared on MacRumors.comDiscuss this article in our forums

15:04

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Apple Plans to Squeeze More Revenue From the App Store, Report Says‎

Apple is looking at further ways to monetize the App Store and increase the company's recurring revenue from the platform, according to a new report. Writing in his latest Power On newsletter, Bloomberg's Mark Gurman said that newly appointed Apple CEO John Ternus and services chief Eddy Cue are behind the effort to raise margins from the App Store, which already generates Apple an estimated $30 billion a year. Interestingly, Gurman ties the effort to Apple Fellow Phil Schiller's decision to step away from running the App Store and work on other unspecified projects. Schiller, now 66 and edging toward retirement, "seems to believe that such moves will only irk developers and governments," he said. Based on what Gurman has heard from internal sources at the company, he added that "there was no internal blowup or anything like that, [but] it's something he wanted no part of." Back in February 2025, as part of Apple's ongoing legal battle with Epic Games, Schiller testified that he initially opposed the 27 percent commission Apple originally wanted to charge on purchases made outside the App Store, citing compliance risks and potential developer backlash. Schiller said in court that he had concerns that the fee would create an "antagonistic relationship" between Apple and developers, and worried about Apple becoming "some kind of collection agency" that might need to audit developers who didn't pay. Apple has not collected fees from App Store link-outs in the U.S. since April 2025, after being found to be in contempt of court for charging 27 percent commission and ordered by a judge to stop the practice. The Supreme Court has agreed to hear Apple's challenge to the contempt ruling, but hasn't yet decided it. Meanwhile, Apple is now said to be moving responsibility for the ‌App Store‌ to Cue, who oversaw it until 2015, when Schiller took over. Carson Oliver, who has long been on the ‌App Store‌ team, will oversee its day-to-day operations. App Store Earnings Down Apple admitted during its July earnings call that regulatory changes have started to weigh on its Services growth. Apple reported services revenue of $30.7 billion for the June quarter, a record for the period but short of the $31.4 billion that analysts expected. Separately, analytics firm Appfigures said in August that Apple's U.S. commission revenue from the App Store has fallen 18 percent since the start of 2026. It also found App Store revenue declining in Brazil and Japan since both countries introduced new regulations.Tags: App Store, Mark Gurman, Phil SchillerThis article, "Apple Plans to Squeeze More Revenue From the App Store, Report Says" first appeared on MacRumors.comDiscuss this article in our forums

13:31

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Tim Cook Won't Appear in Apple's September 9 Event Video‎

Tim Cook will attend the screening for Apple's "Surprise and Shine" event this Wednesday, but he will not feature in the event video itself, according to Bloomberg Mark Gurman's sources. Cook stepped down as Apple CEO on September 1 to become executive chairman of the company, paving the way for John Ternus to take over the top job. In his latest Power On newsletter, Gurman said that Apple has "carefully orchestrated this transition to make Ternus the face of the foldable iPhone and all the new products to come. Putting Cook in the presentation would just undermine that."Tags: Mark Gurman, Tim CookThis article, "Tim Cook Won't Appear in Apple's September 9 Event Video" first appeared on MacRumors.comDiscuss this article in our forums

12:29

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