Analysts' assessments diverge following the unveiling of Apple's first foldable iPhone

Analysts' assessments turned out to be mixed following Apple's "Surprise and Shine" event. At the event, the company's new CEO John Ternus unveiled Apple's first foldable iPhone — the Duo — priced starting at $1,999.

Citi maintained its Buy rating on Apple with a $365 price target. The bank called the Duo the "most important new hardware category" for the company since Apple Watch and AirPods.

According to Citi, Apple's fall product lineup, which includes the iPhone 18 Pro and Pro Max alongside the foldable model, is heavily skewed toward the premium segment. The bank also noted that the new Siri was the most significant software announcement at the event, as Apple continues its shift toward an AI agent integrated into iOS 27.

Goldman Sachs also kept its Buy rating on Apple and views the company's decision to stagger the iPhone 18 release positively. In the bank's view, this change will help boost average selling price. In addition, the $100 price increase on Pro models and the new 2-terabyte storage option will provide further support.

However, not all analysts are equally optimistic. Oppenheimer reiterated its Perform rating on Apple. The bank believes the Duo could become "the most successful foldable phone on the market," but supply may be limited, capped at just 8-10 million units this year.

Needham & Company analyst Laura Martin takes a more cautious stance, maintaining a Hold rating on Apple. In her assessment, a bigger screen won't solve the company's deeper problems.

Martin praised Ternus's more energetic and clear leadership style, noting that amid the rapid development of AI agents, Apple may need a "wartime CEO." At the same time, she said, pushing the launch of lower-priced iPhones to spring could negatively affect near-term device sales volumes.

The Needham analyst also believes Apple's AI strategy still lags behind competitors, and that the company's AI integration could turn out to be "too little, too late."

Ultimately, analysts' assessments suggest that Apple's first foldable iPhone could become an important new product category for the market, though its success will largely depend on supply volumes, pricing, and the execution of the company's AI strategy.