According to technology website AppleInsider, Evercore ISI, a research arm of the US investment bank Evercore, released a research report saying that Apple’s new iPhone Air will become a catalyst for the long-delayed upgrade cycle, and slightly raised the target price of Apple’s stock. However, historical experience shows that there are certain risks in this judgment.
iPhone Air
According to a research report Evercore sent to investors on September 9, the company raised its target price for Apple stock from $250 to $260. Analysts believe that the iPhone 17 series, especially the newly launched iPhone Air, has enough changes in design to reignite market demand.
Evercore summarized the five key points of Apple’s conference. Analysts believe these moves mark the start of a new multi-year development plan for iPhone sales. They highlighted the iPhone Air. The phone is priced at $999 and is lighter and thinner than other models. Evercore compares it directly to the MacBook Air, which had a major impact on the transformation of Apple's notebook lineup when it was launched in 2008, but the market response was lackluster at the time.
Evercore also expressed concern about Apple's persistence in a high-inflation environmentPrice remains unchangedWelcome. The iPhone Air is priced at US$999, while the iPhone 17 Pro starts at US$1,099. Analysts say Apple's move is astrategic operations, designed to keep users interested in their ecosystemloyalty. They believe it also puts Apple in a better position to compete with Android phones, such as Samsung's Galaxy S25 Ultra and Google's Pixel 9 Pro.