KeyBanc warns Apple’s iPhone 18 launch may be a negative catalyst for shares

AI summary

Investing.com -- Apple’s Sept. 9 iPhone launch event could become a negative catalyst for its shares as investors focus on pricing and the impact of higher costs on demand and margins. KeyBanc Capital Markets said in a research note that Apple could either raise prices broadly to offset gross-margin pressure, potentially hurting unit volumes and triggering “sticker shock,” or raise prices more selectively, which could put greater scrutiny on margins and raise the prospect of further increases la