Apple revealed its new foldable iPhone on Wednesday afternoon, and Wall Street analysts were largely positive about the specs and demand outlook. However, enthusiasm for the device diminished by mounting concerns that restrained price hikes across the iPhone lineup could pressure hardware margins.
Apple shares are up 1% in premarket trading in New York and about 1.6% higher since the unveiling of the new foldable iPhone and iPhone 18 Pro lineup. The new foldable iPhone starts around $2,000, with the premium model costing up to $3,199.
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JUST IN: Internet accuses Apple of photoshopping "freakishly long" fingers into its iPhone Duo marketing, to make the massive foldable look easier to hold one-handed. pic.twitter.com/D8C19tqlFa
— Polymarket (@Polymarket) September 9, 2026
The question floating around multiple Wall Street desks overnight and into Thursday morning is how much of that foldable iPhone and new lineup demand translates into profit.
Jefferies analysts, who maintain an underperform rating and a $263.66 12-month price target, said Apple appears focused on boosting volumes at the expense of margins. Unchanged pricing for the iPhone 17 and Air could support demand while pressuring profitability.
TD Cowen, which rates Apple a "Buy" with a $
