Shulou(Shulou.com)11/24 Report--

CTOnews.com Sept. 7, Apple has announced that it will hold a "Far Out" special event at 1: 00 a.m. Beijing time on September 8. This is still in the form of an online launch, which is expected to bring new products such as the iPhone 14 / Pro series and Apple Watch Series 8, as well as the launch of the official version of iOS 16.

JPMorgan Chase, the investment bank, has told investors that the current economic situation means pricing will be key, but for "discretionary purchases" such as Apple Watch, the impact is greater than the iPhone 14 series.

There were rumors that the price of the iPhone 14 standard edition would be the same as that of the iPhone 13, but the price of the iPhone 14 Pro model would rise.

JPMorgan Chase, an investment bank, says it is still possible that all iPhone 14 series prices will rise, but Pro models will certainly be more expensive.

"prices in the iPhone 14 line are widely expected to rise relative to iPhone 13 as the entire supply chain faces inflationary pressures," JPMorgan analysts said. "We expect Apple to take a more nuanced approach, maintaining low-end iPhone 14 and iPhone 14 Max pricing while increasing iPhone 14 Pro and iPhone 14 Pro Max pricing."

JPMorgan believes the iPhone 14 series will still sell well, but that could mean Apple needs to emphasize options such as its BNPL (buy and pay) service.

"strong trade-in prices and a broader buy-and-pay promotion can drive strong sales. Apple offers a trade-in price of $25 to $600, and we expect the strong trade-in discount to continue."

"in addition, there are many credit card-based installment methods, but ordinary consumers are still unaware of the BNPL plan," JPMorgan analysts wrote. "We expect BNPL to be launched more widely and consumers pay more attention to it to help transform and upgrade users."

However, JPMorgan believes that economic pressures are more likely to hurt sales of Apple Watch Series 8 and expected high-end Apple Watch Pro.

"pricing is a key observation point in a difficult macro [economy], including inflationary pressures and a pullback in consumer spending," JPMorgan said, but we believe that wearables are considered more discretionary devices to buy than iPhone, and pricing is more important for consumers. "

In addition, the price of the Apple Watch Pro is expected to start at $900.

JPMorgan Chase also pointed out that in the long run, if CEO Tim Cook leaves Apple, Apple's share price will be at "moderate risk." However, the risk is "much lower than it used to be" and "we see a strong group of executives who can support business performance without interruption."

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