Wedbush notes that next Tuesday, Apple will launch its latest iPhone 15 model lineup, which is expected to include some noteworthy technology enhancements from a design perspective. Importantly, the firm expects a $100 price increase on the iPhone 15 Pro and iPhone 15 Pro Max model for the first price increases from Cupertino in years. Wedbush believes now is “the time to increase iPhone prices modestly as while Apple will keep the base model prices unchanged the enhanced technology, chips, and battery technology in iPhone 15 Pro/Max warrants this strategic pricing move from Apple.” The firm has an Outperform rating on the shares with a price target of $230.
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