UBS maintained a “neutral” rating for Apple and a target price of 296 US dollars after the launch of Apple's new product, which is lower than the current stock price of about 319 US dollars. The agency believes that the price increase of the iPhone 18 Pro and Pro Max by 100 US dollars each helps ease cost pressure, but it is still not enough to completely offset the higher cost of memory; if the price increase extends to $200, it may clearly curb iPhone demand. UBS pointed out that Apple will only launch the Pro, Pro Max, and folding-screen iPhone Duo models at this fall press conference. Of these, the Duo will start at 1999 US dollars, and the standard iPhone 18, Air, and E series are expected to be launched early next year. UBS also quoted the 2022 experience as saying that at that time, Apple raised sales prices in Europe due to component costs and the strengthening of the US dollar, and demand continued to weaken for nearly a year from the end of 2022 to 2023, so this round of pricing needed to maintain a balance between profit margin and sales volume.

UBS maintained a “neutral” rating for Apple and a target price of 296 US dollars after the launch of Apple's new product, which is lower than the current stock price of about 319 US dollars. The agency believes that the price increase of the iPhone 18 Pro and Pro Max by 100 US dollars each helps ease cost pressure, but it is still not enough to completely offset the higher cost of memory; if the price increase extends to $200, it may clearly curb iPhone demand. UBS pointed out that Apple will only launch the Pro, Pro Max, and folding-screen iPhone Duo models at this fall press conference. Of these, the Duo will start at 1999 US dollars, and the standard iPhone 18, Air, and E series are expected to be launched early next year. UBS also quoted the 2022 experience as saying that at that time, Apple raised sales prices in Europe due to component costs and the strengthening of the US dollar, and demand continued to weaken for nearly a year from the end of 2022 to 2023, so this round of pricing needed to maintain a balance between profit margin and sales volume.