Apple's Event and the New iPhone

Apple will hold its "Surprise and shine" event on Wednesday, where investors' main focus will be on the company's first foldable iPhone, price increases, and a possible change to the new iPhone release schedule.

According to Bank of America analyst Wamsi Mohan, the main highlight will be the foldable iPhone, expected to be named Fold or Ultra. According to media reports, its starting price could be $2,099, making it the most expensive iPhone in Apple's history.

In addition, the iPhone 18 Pro and Pro Max are expected to see price increases of $150–$200, largely due to rising costs of memory and storage components.

The company may also change its traditional release schedule, introducing the standard iPhone 18, iPhone 18 Air, and iPhone 18e in spring 2027. In that case, mainly premium models would be available on the market during the holiday season.

Why it matters: Price increases on the foldable iPhone and premium models could boost Apple's average selling price and revenue, though there is a risk that price-sensitive consumers may delay purchasing a new phone until cheaper models are released.

According to Mohan, Apple's stock often experiences a short-term "sell the news" move following such events, though shares tend to recover over the following 30–60 days.