Citi expects $100-$200 price increases for Apple’s iPhone 15 Pro models

Apple (NASDAQ:AAPL) has announced that its much-anticipated special event will take place on September 12.

The “Wonderlust” event will take place at the Steve Jobs Theater inside Apple Park, the company’s headquarters in Cupertino, California.

Apple is expected to unveil the iPhone 15 and iPhone 15 Pro. Reports suggest that these new iPhone models will come with substantial enhancements including new color options, improved battery performance, a transition from Apple’s proprietary lightning connector to USB-C, faster charging, and significantly upgraded camera capabilities, according to tech blog 9to5Mac.

BofA analysts believe the focus will be on the new iPhone pricing, as well as the timing and cadence of the launch.

“We model 216mn iPhones for F23 (down 11% y/y), and then 10% y/y unit growth in F24 which is somewhat dependent on how Apple prices the new phones and subsidies offered by carriers,” the analysts said in a client note.

“If iPhone 15 (at least some models) starts shipping on Sep 22nd, that would imply 9 ship days in F4Q23 for the new phones, similar to last year’s F4Q22. The broad availability of the iPhone 15 Pro Max could be October given some manufacturing challenges,” they added.

Citi analysts are more bullish as they recently placed Apple stock on Citi’s Upside Catalyst Watch list. They believe Apple will increase the prices for iPhone 15 Pro models by $100-$200.

“iPhone 15 is expected to be a strong replacement cycle in iPhone 12 installed base with additional excitement around ~30% faster charging on upgraded USB-C. Unit expectation for iPhone 15 remains around 80-85M (Citi 81M) subject to image sensor manufacturing supply,” the analysts wrote in a report.

“We continue to recommend our positive AAPL catalyst watch going into the event.”

Apple stock rose 2.2% yesterday to close at $184.12.